Hasta La Creative!

After 13 years at PepsiCo, Carla Zakhem-Hassan traded soft drinks for toys last month when she joined Toys R Us as exec VP-global chief marketing officer. Ms. Hassan, who is tasked with managing media budget that measured around $60 million last year, hopes to restore childhood magic to the beleaguered chain, which recently laid off a reported 250 positions and has struggled with drooping sales.

Ad Age: How is this new role a fit for you?

Carla Hassan: It seems like a big change, but it’s not really — I’ve been around kids and parents my entire career, working on brands like Eggo waffles, Cap’n Crunch cereal and Gatorade. I’ve always believed brands play a pivotal role in educating and entertaining kids and families. And I’m a Toys R Us kidI grew up with this brand. All of us can reflect back to that day when we walked into one of those huge toy stores for the first timeyou can’t forget it. Toys R Us and Babies R Usthe experience is one that can’t be replicated anywhere, and I look forward to unleashing the magic to our customers again.

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