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Women in Toys, Licensing & Entertainment Appoints Alita Friedman as New Treasurer

NEW YORK, September 12, 2016 – Women in Toys, Licensing & Entertainment (WIT) the leading global professional women’s organization in the toy, licensing and entertainment industries, today announced the appointment of Alita Friedman as the new WIT treasurer.

Alita Friedman, Principal at Alita's Brand Bar

“We are thrilled to have elected Alita as I know she will be a great asset to the WIT organization,” said Ashley Mady, WIT President. “Her past experience in the financial industry, combined with her leadership in the toy industry, is the perfect combination to help guide WIT as it continues on its trajectory of growth.”

In her role as treasurer, Friedman is tasked with setting yearly budgets, monitoring financial goals and liaising with WIT chairs across various initiatives to maximize profits and establish new revenue streams. Friedman will also aid in developing WIT's overall growth strategy.

“I’m honored to have been tapped by fellow industry leaders to join the board of WIT as treasurer, as I admire WIT’s tremendous growth both domestically and internationally over the past decade,” said Alita Friedman, WIT Treasurer. “I’m particularly thrilled about the scholarship support WIT awards to budding industry entrepreneurs and toy designers as these are the new influencers of creativity and play.”

Friedman’s experience spans various industries, as she currently serves as the principal at Alita’s Brand Bar, a premier consulting house that advises brands on developing new revenue streams through innovative and exciting extension strategies. She also held the position of principal and chief brand officer for UGLYDOLL®, where she created a powerful consumer brand that skyrocketed to a worldwide evergreen property. Prior to these roles, Friedman began her career as a CPA and auditor at Arthur Andersen, formerly one of the "Big Five" accounting firms. Friedman was honored with the WIT Wonder Women Award for Marketing and Branding in 2013 and is the 2015 recipient of the President Farrington Award for her outstanding commitment to entrepreneurship at Lehigh University.


Founded in 1991, Women in Toys, Licensing & Entertainment (WIT) / The WIT Foundation is a 501(c)(3) non-profit organization whose mission is to advance women through leadership, networking and educational opportunities. WIT serves and supports women at all stages of their careers, from entrepreneurs and startups to seasoned industry veterans. The WIT Foundation grants scholarships to deserving students enrolled in industry-related undergraduate programs. WIT has 25 chapters throughout the U.S., Canada, Hong Kong, France, the UK and Australia, with liaisons in Finland, Germany, India and Lebanon.

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