PlayMonster has brought in former Hasbro Brands president Jonathan Berkowitz as its new CEO. He replaces Steve Adolph, who recently departed the Wisconsin-based company. 

Berkowitz started in his new role earlier this month and will oversee growth strategy and product development, with an initial focus on expanding PlayMonster’s core portfolio in arts & crafts, board games, outdoor play and preschool toys.

Berkowitz previously spent 17 years working at Hasbro, where he was tapped to oversee global franchise growth as president of Hasbro Brands in 2018. But some of his most notable achievements include doubling NERF’s sales to US$500 million as senior director of global marketing for the brand (2008 to 2011) and achieving double-digit growth for the board games segment as SVP of marketing for Hasbro Gaming, Play-Doh and Quick Strike (2015 to 2018). 

Prior to returning to the toy biz and joining PlayMonster, Berkowitz served as CEO of New Jersey-based sporting goods manufacturer EastPoint Sports (2020 to 2022) and COO at New York’s Barstool Sports (2023 to 2024). 

PlayMonster’s portfolio of toy brands includes Spirograph arts & crafts, My Fairy Gardenplant activity kits and the board game 5 Second Rule. The toyco is also licensed to manufacture toys for Hasbro-owned brands including KOOSH rubber balls and Playskool figures and playsets.