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.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.