Baum joins Life's Building Blocks
By Staff -- Gifts and Dec, 9/29/2008 12:21:00 PM
ESCONDIDO, Calif.—Life’s Building Blocks has named James Baum president of the character-focused children’s products maker.
Baum had been president of James E Baum & Associates, a consultancy focusing on the toy, mass market and specialty retail industries, since 1998. He brings to LBB more than 40 years experience in the toy industry, including top jobs at the likes of Harmony Toy, Matchbox Toys (acquired by Mattel) and Leisure Dynamics (partially acquired by Hasbro).
“We couldn’t be more excited about James joining our company,” said Vikash Sanyal, Life’s Building Blocks’ founder and CEO. “We always believed we had the product concepts and the unique vision to drive us to a market leadership position within the character education market, and for an executive as accomplished as James to agree with that assessment and share that vision gives us great confidence.”
Life’s Building Blocks promotes children’s moral development through educational character building products that emphasize honesty, fairness, courage and self-control. The company's current line includes interactive plush, a board game, and activity and chapter books.
“I believe that the character development category is a special niche that has been largely ignored in the retail business,” said Baum. “I see many opportunities for Life’s Building Blocks in the toy, book and education fields. I am looking forward to being a part of the development and growth of this category.”
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