Willie Wilkov in

Willie Wilkov

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Chief Executive Officer at Bella Luna Toys
📍 Greater Chicago Area, United States

Willie Wilkov is the CEO of HABA USA and Bella Luna Toys, tasked with growing sales of toys, games, and educational products. A graduate of The University of Texas at Austin, he has over 30 years of leadership experience. Colleagues describe him as collaborative, innovative, forward-thinking, and a natural leader.

He is a passionate leader deeply committed to employee development and mentorship, viewing it as a gift when former colleagues become cherished friends. He believes in creating a work environment that is enjoyable and celebrates the joy that the toy industry brings to families and children.

Unique fact: Willie holds a Guinness World Record for building the tallest toy train track, which stood at 17 feet and 4 inches.

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Experience
29 Years
Current Role
Chief Executive Officer
Job Level
Leadership
Location
Greater Chicago Area, United States
Personality Overview

How Willie shows up

Communication Style
Decision Approach
Work Preference

Behavioral traits and communication patterns that shape how this person evaluates opportunities, builds trust, and makes decisions in professional settings.

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Priorities

Topics Willie cares about

E-commerce Strategy
He has extensive experience driving digital commerce for major toy brands, including managing relationships with Amazon and Walmart. com and developing direct-to-consumer channels.
Team Leadership
Emphasizes the importance of mentorship, employee development, and building strong, resourceful teams. He appeared on the "Lead the Team" podcast to discuss his leadership philosophy.
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Career

Work history

7-2021
Chief Executive Officer
Bella Luna Toys
10-2020
Chief Executive Officer, The Americas
HABA FAMILYGROUP
10-2020
Chief Executive Officer (HABA USA)
Habermaass Firmenfamilie
10-2018 - 9-2020
VP, Digital Commerce
TOMY International
5-2018 - 10-2018
General Manager
PlayFusion
In the press

Media appearances

CEO Willie Wilkov of Haba Family Group and Bella Luna Toys. Featured in Spotify
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Education
1991 - 1995
BA
The University of Texas at Austin
1988 - 1991
Education details unavailable
Bellarmine College Preparatory
Social presence
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Behavioral profile

DISC profile (public)

DISC behavioral profile

Dominance, influence, steadiness, and calculativeness scores with guidance on how this person prefers to communicate and decide.

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