Bill Sinacore | Source: PlayMonster/The Toy Book

PlayMonster is looking to strengthen its growing relationship with Walmart.

The Wisconsin-based toymaker hired Bill Sinacore to serve as its new associate vice president of national accounts serving the retail giant. Sinacore, a 30-year industry vet with experience at Leapfrog and The LEGO Group, will oversee PlayMonster’s relationship with Walmart across digital and physical retail while working to expand the company’s efforts in games and puzzles, arts and crafts, and infant/toddler/preschool.

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“Bill has a true understanding of families and what it takes to capture their attention in the toy aisle,” says Chief Fun Monster Scott Flynn, vice president of sales and marketing. “His retail acumen and cross-category experience are exactly what we need as we deepen our relationship and product offering with Walmart and bring our growing line of PlayMonster titles into new departments.”

It’s been a big year thus far for PlayMonster, highlighted by its recent acquisition of Ann Williams Group and licensing deals with Hasbro to reinvigorate and relaunch classic brands, including Spirograph and Koosh. Additionally, PlayMonster CEO and Chief Play Monster Bob Wann is currently in the running for a spot in the Toy Industry Hall of Fame.