By  on January 7, 2009

NEW YORK — Diego Marchioni has been named chief executive of Kidrobot, the maker of collectible toys and a related apparel line. He is based in the company’s New York headquarters and reports to the Kidrobot board, while working closely with company founder and president Paul Budnitz.

Marchioni, who replaces Cynthia Roe in the top job, was previously chief operating officer and chief financial officer at Wildbrain, an L.A.-based entertainment company that produces the “Yo Gabba Gabba” children’s show on the Nick Jr. cable network. Wildbrain holds a majority stake in Kidrobot, and Marchioni also served as cfo of the latter company prior to his promotion to the ceo post. Earlier in his career, Marchioni was investment director at private equity firm Syntek Capital AG and a consultant at McKinsey & Co.

About 40 percent of Kidrobot’s sales come from apparel and 60 percent from toys. The men’s and women’s apparel lines are sold in about 130 stores worldwide, including Barneys New York, Nordstrom, Metropark, Fred Segal Fun, Riccardi and Additionally, the company operates freestanding stores in New York, San Francisco, Los Angeles and Miami. The privately held company does not divulge total volume figures but said sales increased 40 percent in 2008.

From Jan. 22 to Feb. 21, Kidrobot will operate its first overseas pop-up shop at Selfridges Oxford Street in London, in the department store’s fashion-forward Wonder Room. Also on the horizon is a feature film based on various Kidrobot characters, which is in the early stages of production at Paramount.

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