June 8, 2010 (FinancialWire) – Craig D. Storey has joined Heelys (NASDAQ: HLYS) as chief operating officer and chief financial officer. Storey was, most recently, CEO/CFO for Colorado-based Sprig Toys.

Prior to Sprig, Storey was with Radica Games, a Hong Kong-based toy and gaming company with offices in Dallas, which is now part of Mattel (NYSE: MAT), for twelve years.

In his new role, 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.

Texas-based Heelys designs, markets and distributes action sports-inspired products under the Heelys brand targeted to the youth market. The company's primary product, Heelys-wheeled footwear, is patented dual-purpose footwear that incorporates a stealth, removable wheel in the heel.

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