Ashley Mady | Source: IT’SUGAR / The Toy Book

A familiar veteran of the toy and licensing industry has joined specialty retailer IT’SUGAR.

Ashley Mady Joins Basic Fun Company! assume the newly created role of Vice President of Brand Development. Mady will lead the visual merchandising, private label, licensing, public relations and marketing efforts of the retailer. Additionally, Mady is responsible for establishing the creative direction to support IT’SUGAR’s short and long term growth strategies.

“We are delighted that Ashley is joining our management team,” said Jeff Rubin, CEO of IT’SUGAR. “She is an extremely dedicated and talented professional who I am sure will help catapult IT’SUGAR to the next level and beyond.”

IT’SUGAR – which operates 96 candy stores across North America – has been hit hard due to shopping center closures linked to the pandemic and filed for Chapter 11 bankruptcy last September. Last month, owner BBX Capital Corp. revealed the company has emerged from bankruptcy reorganized and ready to look ahead with eyes on profitability and growth.

Prior to her role as Head of Brand Development at Basic Fun !, Mady worked closely with IT’SUGAR as Head of Brandberry, a creative agency that created style guides, packaging, graphics from store and web content for the brand from 2011 to 2014.

“Ten years ago, I walked into an IT’SUGAR store and fell in love with the brand,” says Mady. “It was a brand I had to get my hands on, and when I did, I loved every second. The possibilities to go to IT’SUGAR are endless, and I can’t wait to see all we accomplish.

Mady’s place in the toy industry continues as she currently sits on the Board of Directors of the Toy Association and chairs the committee of The Genius of Play. Previously, she was President of Women In Toys, Licensing and Entertainment for six years.