Herb Mitschele will oversee the company’s infrastructure changes.

NORTH AMERICA–Wicked Cool Toys has appointed Herb Mitschele to serve as the company’s executive vice president of global sales and operations.

In his new role, Mitschele will be responsible for instilling process and re-wiring the company’s infrastructure.

Most recently, Mitschele served as chief executive officer and co-founder of Shodogg, a software company based in New York. Before Shodogg, he held a variety of executive positions and toy industry roles including the positions of chief operating officer at CDI, a division of Jakks Pacific, and vice president of international sales at Playmates Toys, where Mitschele helped re-launch the “Teenage Mutant Ninja Turtles” toy brand internationally and built the business to become a top performer in over 40 countries.

“We are thrilled to have a seasoned executive of Herb’s caliber join Wicked Cool’s leadership team,” says Michael Rinzler and Jeremy Padawer, co-presidents, Wicked Cool Toys “As we prepare to launch our new Pokémon toy line and continue our rapid growth, Herb will take the helm of our global sales and operations teams to help instill process and shore-up our infrastructure. The future looks even more amazing with this tremendous addition to our team.”