Whyles was formerly business development director at licensing firm Galleon. He will report directly to the US president, Bob Moog.
"These are exciting times at University Games" said Adrian, "And it is a great time to be joining them. The UK market still has many challenges ahead, but University Games has the products, and people, to help build the UK toy and game business. I am looking forward to this fantastic opportunity."
Commenting on the appointment University president, Bob Moog, said: "Adrian Whyles has dedicated his career to the UK toy and game business. We are extremely fortunate to have Adrian on our team and I look forward to seeing our message of fun and learning spread to kids throughout the UK."