Source: HABA USA/The Toy Book

A toy industry vet has taken the helm at the U.S. arm of Germany’s HABA Family of Companies.

Willie Wilkov has joined HABA USA as CEO and managing director for North America. In his new role, Wilkov is responsible for driving growth of the company’s core toy and game business while revamping the sales and operations structure to complement the company’s other divisions.

“HABA is known worldwide for long-lasting quality in the areas of play, education, and practical items for everyday family life, and we’ve only begun to scratch the surface in terms of potential in North America,” says Wilkov. “We have the upside of a start-up with the history, reputation, and financial stability of an 80-year-old family-owned business. It’s a unique opportunity with a very special company and I can’t wait to get started.”

Wilkov joins HABA USA from TOMY International where he most recently served as vice president of digital commerce.

“We’re thrilled to have Willie become part of our team,” says Lea Culliton, president of HABA USA. “Our market has seen significant growth this year and as the retail and consumer landscape changes, we welcome Willie’s strategic direction to help us take the next big step.”

Wilkov will remain based in Chicagoland.