Craig D. Storey has joined Heelys as chief operating officer/chief financial officer. Storey was, most recently, CEO/CFO for Sprig Toys. Prior to that he was with Radica Games, a Hong Kong based toy and gaming company with offices in Dallas, which is now part of Mattel, for twelve years.

“We are excited to have Craig join the Heelys' team. Craig brings a wealth of relevant target, channel and business experience to Heelys. He has clearly demonstrated leadership skills as both a CEO and CFO. In addition, he's managed extensive operations, dealt with retailers, and has experience in licensing, acquisitions and logistics. He has also lived and worked in Hong Kong for three years and has firsthand knowledge of a part of the world that is critical to Heelys growth and profitability,” said Tom Hansen, Heelys' CEO.

Storey will manage all financial, legal, IT and operational aspects of Heelys' business. He will focus on continuing the company's drive to become more innovative and efficient as well as extending its reach across Europe, Asia and Latin America.