The companies will now operate under the name Basic Fun!

NORTH AMERICA–The Bridge Direct and Tech 4 Kids, which recently merged operations, have revealed that both companies will now operate under a new company name, Basic Fun!

Jay Foreman will serve as the company’s chief executive officer, while Brad Pedersen will take on the position of president. Furthermore, the company’s head office will be located in Boca Raton, Fla., with regional offices in Hong Kong, Los Angeles and Toronto.

A division of The Bridge Direct since it was purchased with the Good Stuff Corporation in 2013, Basic Fun boasts a 25-year history of developing and marketing novelty and retro toys. Moving forward, the “new” Basic Fun! organization will aim to become a top ten company within the toy industry.

“It is essential to have the ability to adapt to the rapidly changing retail landscape in order to remain competitive, relevant and successful,” says Foreman. “Scale is key to growth and sustainability, and we aim to build our business diligently and methodically with the goal of becoming a top ten global player within five years. We are excited about our current product portfolio; from our novelty collectables, great retro toys and handheld electronic games, to our growing construction segment and our new Uncle Milton STEM activity toys. These lines and the new products we will be showing at the Fall Preview Show in Dallas serve as a solid foundation and represent the beginning of the many more exciting things to come from Basic Fun!.”