Florida-based toyco Basic Fun! has appointed Ashley Mady as head of brand development. In her newly created role, Mady will lead the conceptualization of new brands for the Basic Fun! portfolio and will oversee the company’s digital and social media presence.

Additionally, Mady will be responsible for tracking trends, spearheading inventor relations and collaborating with the brand management team on growth plans, as well as driving innovation for new and existing brands. She will also be charged with building the company’s corporate brand and will act as brand ambassador at consumer and trade events.

Previously, Mady founded and helmed brand licensing and creative agency Brandberry. In fact, two of Basic Fun!’s launches for spring 2018–Cake Pop Cuties and Poopeez–were created at Brandberry and licensed to the company. The Cake Pop Cuties brand features foam collectibles, while Poopeez focuses on potty humor-themed mini figures.

Mady also currently serves as president of global nonprofit Women In Toys, Licensing & Entertainment (WIT).

Basic Fun! was recently formed when Florida-based children’s consumer products marketer The Bridge Direct merged with Canadian toy developer Tech 4 Kids.