U.K.-based toy and gift company Wow! Stuff has appointed Frank Adler as its president of its U.S. operation.

In his new role, Adler will be responsible for day-to-day activities in the U.S. to include sales, marketing and operations.

Adler brings more than 25 years of experience in the toy industry to Wow! Stuff,  most recently serving as president of Uncle Milton Industries.

In the U.S., Wow! Stuff is known for its TX Juice RC and Real FX slotless racing brands, as well as Science Museum and Mensa.

“The hiring of Mr. Adler gives us a presence in the U.S. market that we haven’t previously had,” says Richard North, chief executive officer, Wow! Stuff. “Mr. Adler will be instrumental in expanding our exciting TX Juice and Real FX product ranges as well as introducing our Science Museum and Mensa brands alongside other exciting product and brand opportunities in the U.S. market. We are thrilled to have someone with Mr. Adler’s experience joining our growing company. The way Frank grew the Uncle Milton licensed brands in the science category to the market leader was quite fantastic, so we are particularly excited by our fit of skills, personalities and brands.”