Best Toy Forever Expands to North America, Bringing Innovation, Imagination, and Affordable Play to Families

Best Toy Forever Limited (BTF), a global leader in innovative TPR toy products, is officially launching operations in North America. With a mission to spark creativity, imagination, and joy in every child—without compromising on safety or affordability—BTF North America is set to make a major impact on retailers, parents, and kids alike. The North American division is led by Michael Ciminera, President of BTF North America, a seasoned executive with decades of commercial experience at powerhouse brands including Bandai Namco, Activision Blizzard, and Hallmark Cards. Ciminera was instrumental in launching iconic franchises such as Skylanders, Call of Duty, Guitar Hero, and Tamagotchi—and now he is bringing that expertise to the toy aisle. “We are thrilled to bring BTF products to North America,” said Michael Ciminera. “Our vision is simple: to create incredible play experiences while building a culture of commercial excellence. This launch is just the beginning.” BTF North America is already assembling a powerhouse team: • Kerrie Boss, appointed Vice President of Sales, brings 37 years of experience in toy and sales management, most recently with Water Sports, LLC. • Deanna Tennison Beler, named Sales Manager & Coordinator, brings 35 years of consumer product expertise across the beauty and toy industries, including her role as National Sales Manager for the specialty channel at License 2 Play Toys, LLC. The company’s debut took place at LA Toy Previews in Los Angeles, where BTF showcased its vision for accessible, innovative play. Backing the North American expansion is Regis Hauwaerts, Founder and Owner of Best Toy Forever, ensuring the company’s values and global foundations remain strong as it grows.