By Adriano Marchese

Spin Master has appointed Christina Miller as chief executive, tapping a board member and seasoned media and entertainment executive to steer the toy company as the industry contends with looming trade tariffs.

Miller succeeds Max Rangel, who has been CEO of the Toronto-based company behind brands such as Paw Patrol, Rubik's Cube and Melissa & Doug since April 2021. She brings to the toy maker more than 25 years of leadership experience in the media, sports and entertainment industries, including roles at WarnerMedia Red Ventures and the National Basketball Association. Her new position is effective July 7.

Her appointment comes as the toy industry grapples with the latest trade tensions between the U.S. and China, putting pressure on costs and prompting peers such as Hasbro and Mattel to consider raising prices and restructuring operations. Tariffs are currently at 55%, which were reduced from the earlier 145% tariff rate that had severely strained trade relations.

Spin Master also has cut jobs, pulled its 2025 guidance in the face of the mounting uncertainties and said it would consider better inventory management, shipping alternatives and greater diversification in where it procures its products.

Miller has been serving as an independent director on the Spin Master board since May 2020 and in that time also was chief strategy officer of Red Ventures, a privately held U.S.-based holding company of digital brands, between 2021 and 2023.

Before that, she was president of WarnerMedia's Kids, Young Adults and Classic division where she oversaw the business including content development, production and franchise management for Cartoon Network, Adult Swim, Boomerang and TCM.

Miller also held the general manager role of NBA Digital and SVP of Turner Sports Strategy, where she was responsible for daily operations across the NBA Digital portfolio.

The transition follows a succession planning process led by the board and co-founders. Over the next three months, Rangel will work with Miller during the transition period.

Jefferies analyst Kylie Cohu said Miller's experience should serve the company well. "Given Miller's entertainment background, we believe that the company is focused on maximizing the value of all three of its creative centers: toys, entertainment, and digital gaming," Cohu said.

Write to Adriano Marchese at adriano.marchese@wsj.com

(END) Dow Jones Newswires

June 23, 2025 11:00 ET (15:00 GMT)

Copyright (c) 2025 Dow Jones & Company, Inc.