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Anita Frazier
Industry Analyst, Toys & Video Games
NPD Group

Anita Frazier NPD BioFrazier’s career has spanned the entertainment, entertainment software and consumer products industries, including tenures with Conagra, Warner Brothers Studios, Sony Pictures Entertainment and just prior to joining NPD, Vivendi Universal Games. At Vivendi Universal, she managed the consumer software and games business as vice president, sales, responsible for such brands and titles as Crash Bandicoot, Spyro the Dragon, The Simpsons and Law & Order. Her experience with toys and video games at the retail, manufacturer, and licensing levels totals 14 years.

Frazier provides commentary on a regular basis to internationally recognized media outlets such as The Wall Street Journal, The New York Times and Associated Press. She has written several articles for key industry trade associations and for NPD’s own publications and Web site, and is collaborating with colleagues on new initiatives for NPD. Additionally, she is a frequent speaker at toys and video games industry conferences and enjoys bringing numbers to life for her audiences.

Apart from her professional knowledge of the video games, entertainment, and toys industries, Frazier has a first-hand understanding of what kids want – complementing her experience in youth-oriented entertainment, she is the mother of four boys, ages 11 and under.

Frazier has an MBA from the Anderson School at UCLA with an emphasis in Marketing and Entertainment Management.








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