Montclair, New Jersey-based consumer products company The Wish Factory has appointed toy industry veteran David Scher as its new EVP of sales.

Prior to joining The Wish Factory, Scher ran his own full service sales and marketing company, David Scher Inc., served on the executive management teams at startups Zizzle Toys and The Bridge Direct, and began his career at Mattel eventually holding the title of VP of sales.

His career has seen him work on a number of industry brands including Hit Clips, Talkboy, Furby, WWE action figures, and Paper Jamz music toys.

In a statement, president of The Wish Factory Scott Bachrach said he expects Scher’s experience will help the company expand its key brands including 1D, Cody Simpson, Pop Grrl, and ICEE.

The hire comes on the heels of The Wish Factory inking a new deal with L.A.-based Global Merchandising Services to produce the largest product offering of 1D licensed novelties and accessories to date.