Basic Fun! appointed Craig Leaf its new president. Company founder and former president, Jay Foreman, will remain CEO.
As president, Leaf is tasked with driving top- and bottom-line growth, while focusing on expanding market share, building the business across all channels, and partnering with customers and the global Basic Fun! team. He is based out of the company’s headquarters in Boca Raton, Florida.
“I am very excited to join Basic Fun! and partner with such a talented and dedicated team, as we continue building the business together,” Leaf said. “With a portfolio of iconic brands and innovative company IP, there is an incredibly strong foundation as we accelerate growth in a dynamic industry, and I’m very energized about the opportunities ahead.”
Leaf comes to Basic Fun! most recently from Amscan, Inc., the consumer products business of Party City Holdings, Inc. He spent 19 years in Amscan in various leadership roles, including helming the company’s strategic growth initiatives to include digital across the wholesale operation.
Before joining Amscan, Leaf worked in strategic sales, marketing, and management at Hallmark Cards.
“I couldn’t be happier to welcome such a highly respected, experienced, and well-liked executive to Basic Fun!,” said Foreman. “Craig will allow me to focus more directly on product and new business development. Passing through the last four years – from the demise of Toys R Us, through the gyrations of the trade wars, continuing to deal with Covid, and now the ongoing supply chain crisis – has not been easy. Through it all, Basic Fun! has been able to grow and bloom, and now we are poised for controlled expansion. Craig will be an important part of that growth going forward.”