WIT president Ashley Mady joins Basic Fun

Mady will head up brand development at the firm.
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Mady will head up brand development at the firm.

Basic Fun!, the innovative toy company recently formed from the merger of The Bridge Direct and Tech 4 Kids, has named Ashley Mady as head of brand development. Ashley currently serves as the President of the global non-profit Women In Toys, Licensing & Entertainment (WIT), and she previously founded and helmed the brand licensing and creative agency, Brandberry. 

In the newly created role, Ashley will lead the conceptualization of new sustainable brands for Basic Fun!’s growing portfolio, as well as oversee the company’s digital and social media presence. She will be responsible for tracking trends, spearheading inventor relations, and collaborating with the brand management team on growth plans that drive innovation for new and existing brands across the company’s product portfolio. Ashley will also be charged with building Basic Fun!’s corporate brand and will act as a brand ambassador at consumer and trade facing events.

“It’s an exciting time to be joining Basic Fun!,” said Ashley Mady. “Between the acquisition plans, new product launches and commitment to developing more homegrown IP – this is a magic moment. I started my career at Play Along with Jay Foreman and many members of the Basic Fun team, and I am thrilled and honored to have the opportunity to work with this talented group once again.”

“In the twelve years I’ve known Ashley, she has always shown herself to be a sharp, forward-thinking, well-respected creative with great instincts, and we all feel incredibly fortunate that she’s now part of our team,” said Jay Foreman, CEO of Basic Fun. Ashley will continue to serve as the president of WIT, complimenting her role at Basic Fun! 



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