Wheeled shoe maker Heelys Inc has named Craig D Storey as its new chief operating officer and chief financial officer, with immediate effect.

He will manage all financial, legal, IT and operational aspects of Heelys' business - including a 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.

Storey was, most recently, CEO/CFO for Colorado based 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 12 years.

"Craig brings a wealth of relevant target, channel and business experience to Heelys," said CEO Tom Hansen.

"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 first-hand knowledge of a part of the world that is critical to Heelys growth and profitability."

Heelys makes action sports-inspired products for the youth market, with its main footwear product incorporating a removable wheel in the heel.