April 26, 2013, 2:24 PM

Girls’ apparel retailer FashionPlaytes has a new CEO

Dean Wiltse comes from mobile research firm Thumbspeak.

Lead Photo

Dean Wiltse

Girls’ clothing retailer FashionPlaytes Inc. has hired Dean Wiltse as chairman and CEO.  The e-retailer, No. 935 in the Internet Retailer Second 500, also says that Matt Landau is its new chief technology officer.

Before taking the FashionPlaytes job, Wiltse worked at Thumbspeak LLC, whose technology enables companies to ask questions of consumers via mobile devices—providing mobile focus groups for clients. He founded the company in June 2009, according to his LinkedIn profile. Before that, he was chairman and CEO of Vovici Corp., an online survey firm.

The retailer's CEO was Sarah McIlroy, who is also the company's founder, a FashionPlaytes spokeswoman says. "To help capitalize on its growth and momentum over the past year, FashionPlaytes brought Wiltse in as CEO to take the company through its next phase of growth," she says. "As president, Sarah will remain focused on developing meaningful partnerships with a wide variety of brands interested in tapping into the strengths of our unique community."

Wiltse joins a retailer that enables girls to customize their clothing, create and share fashion collections and purchase their own designs. “As the first fashion and style platform to merge commerce and community for this demographic, there’s an incredible opportunity to become the social destination for tween girls and most sought-after partner for any brand focused on connecting with this highly elusive demographic,” he says.

FashionPlaytes says it has more than 700,000 registered members.

Landau, the new chief technology officer, was previously vice president of software development for Oracle Corp., a job he had held since March 2011, according to his LinkedIn profile. Before that, he was vice president, product development, at ATG, which Oracle bought in late 2010.

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