Jay Foreman is an American businessman who lives and works in Boca Raton, Florida. He is president and CEO of Basic Fun!, which began as The Bridge Direct in 2009. Basic Fun! and its related companies, Good Stuff, K'nex, Uncle Milton, and PlayHut, design, develop and market toys for children and adult collectors. The company's product portfolio includes internally developed brands like Mash'ems and Cutetitos, as well as licensed product lines from major entertainment companies, sports leagues and other toy companies, such as Mattel and Hasbro. In 2020 the company relaunched Tonka and Care Bears, which can now be found at major retailers around the world. Early career Foreman began his toy career in the amusement industry at the age of 18, while working at games on the boardwalk in Wildwood, New Jersey. In 1986, he became a sales rep for Fable Toys, which manufactured stuffed toys in its own factory in Brooklyn, New York. In 1990, Foreman co-founded Play By Play Toys in San Antonio, Texas, with Arturo Torres. He served as the general manager of the company from 1990 to 1996. Play By Play manufactured and distributed toys and novelties to the amusement and theme park industries. In 1992, Foreman secured rights for the company to make stuffed toys using the Coca-Cola and Harley Davidson brand names. These products were picked up by Walmart, the company's first traditional retail customer, expanding Play By Play's distribution from amusement channels into mass-market stores. In subsequent years, the company acquired licenses to make toys with Looney Tunes and Disney brands as well. Play By Play went public in 1995 on the NASDAQ exchange under the symbol PBYP. The following year, Play By Play acquired its largest competitor, Ace Novelty. In 1996, Foreman joined San Francisco-based Galoob Toys. As Senior Vice President, he was tasked with building a direct-import division, and managing the development of internally conceived product lines. Foreman's major achievement at Galoob was identifying the opportunity and securing global rights to manufacture fashion dolls based on The Spice Girls, in cooperation with Simon Fuller, President of 19 Entertainment. Powered by the global pop-music phenomenon of the girl group, the toy line became the first to oust Barbie as the best-selling fashion doll by units, in both 1997 and 1998. The Spice Girls dolls became the most profitable toy line in Galoob's history at the time, with sales exceeding $125 Million