Gary King is the new executive vice president general manager at RedwoodVentures.

The former general manager of Crayola comes to the maker of Smooshy Mushy and Smashy Mashy from Cidrines, where he helped the Puerto Rican breadmaker gain awareness and market share in the U.S. King will focus on global opportunities for RedwoodVentures, including the company’s entrance into the food category with the Foodie Surprise brand.

“As we continue to grow and expand around the world, we’re always looking for ways to enrich the play experience and to surprise and delight kids in new ways,” says Andy Wiseman, CEO of RedwoodVentures. “Gary’s extensive experience will help us to broaden and accelerate this mission with his experience in the toy and food aisles.”

“I am incredibly excited to become part of the RedwoodVentures team,” adds King. “Redwood is a terrific company with wide range of solid brands, and we’re known as fast innovators in the trade. Exciting time to be coming aboard and I look forward multiplying our momentum.”