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Gena Lavallee

Vice President, Sales & Marketing

Make It Real

Gena Lavallee is the Vice President of Sales & Marketing for Make It Real, a fashion crafts and lifestyle company founded in 2016. Gena currently manages several US key accounts and the US domestic specialty sales rep network; She also oversees Global Marketing and Product Development for the Crafts and Lifestyle Division.


A true passion for toys and appreciation for the rich history of the industry are evident when engaging Gena on any toy/entertainment related topic. Gena is a toy industry veteran leveraging her many years in merchandising at Toys R Us as Executive Director of Merchandising; buying several categories including crafts, construction, fashion dolls and tween which serve her well in overseeing product development for Make It Real.

Gena Lavallee

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Our Mission

Women in Toys, Licensing & Entertainment (The WiT Foundation) is a 501(c)(3) non-profit organization and global community that champions and advocates for the advancement of women through leadership, networking and educational opportunities.

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