Basic Fun! has appointed Craig Leaf as president, with a remit to expand the company’s market share and build business across all channels. Former president and CEO Jay Foreman will remain in place as CEO and focus on new business and product development.

Leaf joined the Florida-based toymaker in August from party supply company Amscan, where he worked for 19 years, most recently in an EVP of strategy and market development position. According to a release, his appointment marks the beginning of a “controlled expansion” for Basic Fun!, which reduced its workforce by 10% at the beginning of the pandemic in March 2020.

“In some cases, like with Craig, we are adding new talent. And in some cases, we are just learning to be more efficient and productive with the team we have,” Foreman told Kidscreen.

Moving forward, Basic Fun! will focus on expanding its portfolio of proprietary brands after acquiring K’NEX and Playhut. 

The toyco was formed in 2017 when kids consumer products manufacturer The Bridge Direct merged with Canadian toy developer Tech 4 Kids.