Hong Kong-based Bright Kingdom Development (BKD) appointed Andy Friess as the company’s new CEO and senior vice president of marketing and licensing. The company produces lights-and-sounds toys across a variety of categories.

The former president and senior vice president of global marketing at Toy State assumes the role previously held by BKD founder and current chairman, KS Cheng. Friess takes the lead in overseeing all global operations, including BKD’s strategic growth plan and retail development. He is also directing the company’s product marketing and licensing programs, along with the expansion of BKD’s digital marketing platforms.

“Andy brings strong leadership and valuable toy industry experience to our company with a proven track record of success in business development and leading high-performing teams,” says Cheng. “We share a common vision for the growth and expansion of BKD, and I’m excited to work with Andy to make these goals reality.”

Cheng is focusing on further strengthening the company’s global supply chain through the management of new and existing strategic alliances.

Friess launched his marketing and licensing consulting firm, Friess Marketing Group (FMG), in 2018.