Basic Fun Appoints Craig Leaf as New President

Leaf’s responsibilities will include focusing on market share and partnering with customers.
License Global

September 29, 2021


Basic Fun!, a U.S.-based toy and consumer products company, has appointed Craig Leaf as its new president, while former president and company founder, Jay Foreman will remain in the position of chief executive officer. In his new role, Leaf will focus on driving top and bottom-line growth with an eye on rapidly expanding market share, building the business across channels and partnering with customers and the global Basic Fun! team.  

“I am very excited to join Basic Fun! and partner with such a talented and dedicated team, as we continue building the business together,” says Craig Leaf, president, Basic Fun!. “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! with years of experience in consumer products, beginning in strategic sales, marketing and management at Hallmark Cards. He then spent 19 years with Amscan

 – the consumer products business of Party City Holdings – serving in key leadership roles, managing and building businesses within North America and internationally. He most recently helmed the company’s strategic growth initiatives to include digital across the wholesale operation.  

“I couldn’t be happier to welcome such a highly respected, experienced and well-liked executive to Basic Fun!,” says Jay Foreman, chief executive officer, Basic Fun!. “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.”  

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