The Interactive Entertainment Merchants Association has named its first board of directors. Founding board members include Jeff Griffiths of Electronics Boutique, Mike Gimlett of eToys.com, John Sullivan of Toys R Us, Bill Kerr of Wal-Mart, Ed Sturr of Fry's Electronics, Jim Mackenzie of Kay Bee Toys, Steve Boyea of Shopko Stores, and Robert DeVere of Wherehouse Entertainment. The IEMA represents 28 of the top 30 game retailers in the North America. "Prior to the formation of the IEMA, the manufacturers had to speak on our behalf, and while our goals and challenges remain similar, they are also different. The growth and maturing of the interactive entertainment industry necessitated this move," said EB's Jeff Griffiths.