Source: Basic Fun!/the Toy Book

Basic Fun! is strengthening its management team.

The company has appointed Craig Leaf as its new president, while former President and company Founder Jay Foreman will remain as CEO. In his new role, Leaf will build business across channels, rapidly expand market share, and partner with customers and the global Basic Fun! team. He will be based out of the company’s Boca Raton, Florida headquarters.

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“I couldn’t be happier to welcome such a highly respected, experienced, and well-liked executive to Basic Fun!,” Jay Foreman, Basic Fun! CEO says. “Craig will allow me to focus more directly on product and new business development. Passing through the last four years — from the demise of Toys “R” Us, through the gyrations of the trade wars, continuing to deal with COVID-19, and now the ongoing supply chain crisis — has not been easy. Through it all, Basic Fun! has been able to grow and bloom, and now we are poised for controlled expansion. Craig will be an important part of that growth going forward.”

Leaf’s background is in consumer products, beginning his career in strategic sales, marketing, and management at Hallmark Cards. He spent the last 19 years at Amscan Inc, the consumer products business of Party City Holdings Inc., where he served in leadership roles and built business worldwide. He most recently helmed the company’s strategic growth initiatives to include digital across the wholesale operation.