Lionel Brands Group Names Jennifer Bizeur Chief Marketing Officer

# Overview

Lionel Brands Group has appointed Jennifer Bizeur as Chief Marketing Officer. The move follows Round 2's acquisition of Lionel earlier in the year and places Bizeur in charge of marketing for the company's combined brands and intellectual property.

# Background

Bizeur has nearly 20 years of experience in licensing, toys, entertainment, and collectibles. Her resume includes more than a decade at Hasbro, where she held senior roles across brand marketing, global retail, and merchandising. In 2023 she became Vice President of Integrated Marketing at Super7.

Richard Barry, CEO of Lionel Brands Group, described Bizeur as having a "rare combination of consumer marketing expertise, digital fluency, and experience across toys, entertainment, and collectibles." Barry said she understands how to turn brand connections into engagement, growth, and loyalty.

# Role and priorities

As CMO, Bizeur will oversee brand marketing strategy for the newly formed Lionel Brands Group. Her public statements and the company message emphasize three concrete priorities:

• Deepen connections with current consumers and collectors.
• Expand reach to new audiences through physical experiences, screen presence, and retail distribution.
• Balance innovation in existing licensing partnerships with exploration of new collaborations.

Bizeur said she's excited to build on the strength and heritage across the Lionel Brands Group portfolio and aims to reach new audiences, deepen engagement with existing fans, and create meaningful experiences for families and collectors.

# Licensing and partnerships focus

Lionel Brands Group's portfolio includes established licensed partnerships such as Star Wars and NASCAR. The company framed Bizeur's hire as part of an effort to manage and grow those existing relationships while seeking new licensing opportunities across its brands.

# Why this hire matters now

The appointment comes at a moment of organizational change after Round 2 acquired Lionel. The CMO role will guide how the combined brands present themselves to collectors, retailers, and consumers. The hire signals a push toward integrated marketing across multiple channels—physical retail, events, and digital/screen-based experiences—while keeping licensing partnerships central to strategy.

# What to watch next

• Wars and NASCAR under Bizeur's leadership.
• Campaigns or partnerships that target expanding beyond core collector audiences to families and younger consumers.
• Any structural or organizational moves that align merchandising, retail, and digital efforts under the new marketing strategy.

# Bottom line

Jennifer Bizeur brings extensive toy, licensing, and collectibles marketing experience to Lionel Brands Group. Her role is to connect the company's heritage brands and licensed properties with both existing collectors and new consumer segments, using a mix of retail, experiential, and screen-based approaches.