Kids II is making a push into Asia. The company behind Baby Einstein, Bright Starts, and Ingenuity baby added three new executives to its roster to support growth and expansion.

Stephen Heft, formerly of Newell Rubbermaid, METRIE, and NEXEO Solutions joins Kids II as executive vice president of global operations, responsible for leading global inventory planning, distribution, and global vendor manufacturing. He will oversee the company’s global advancement, working in conjunction with product development and manufacturing executives both in the U.S. and Asia.

Ahmad Choudhry, a former supply chain exec at AGCO, Ernst & Young, Novelis, Nissan, and John Deere becomes Kids II’s new senior vice president, global supply chain. Choundhry will manage all of Kids II supply chain operations across its brands, 14 global offices, and manufacturing facilities.

Scott Law brings 25 years of human resources experience with companies throughout China to his new role as vice president, people. Law, a native to China, will play a key role in championing, formulating, and implementing the company’s people and organization development strategies, policies, and programs to align with global strategic goals. He will support the organization’s growth in the Asia market including managing the people aspects of the company’s offices and its manufacturing facility in China.