What Moose Toys does

Moose Toys is a privately held, family-run Australian toy manufacturer founded in 1985 and headquartered in Cheltenham, Victoria, with a North American headquarters in El Segundo, California. The company designs, manufactures, and distributes toys across 20+ brands spanning collectibles (Shopkins, Real Littles, Heroes of Goo Jit Zu, FANDROP, XOX Kweenie), interactive plush (Little Live Pets, ScruffaLuvs, Cookeez Makery), board and card games (Moose Games including Bananagrams, MrBeast: The Ultimate Game), craft toys (Gui Gui), and STEM products (CrunchLabs by Mark Rober). It serves consumers globally through major retailers (Walmart, Target), e-commerce, and regional distributors, operating in 50+ countries with 700+ employees across eight markets including Australia, the U.S., the U.K., France, Germany, Hong Kong, Shenzhen, and Vietnam.

The company earns revenue through two principal mechanics: wholesale hardware sales of proprietary and licensed toy lines to retailers and distributors, and licensing-driven product development as the global master toy partner for major entertainment properties (BBC Studios' Bluey, Netflix's Charlie vs. the Chocolate Factory, Young MacDonald and One Piece, Illumination/Universal's Minions & Monsters). Pricing is unit-based, ranging from $4.99 mini collectibles to $59.99 deluxe interactive plush playsets. A growing creator-led segment adds a third vector: long-term partnerships with YouTube creators MrBeast, Mark Rober, and Salish Matter, in which Moose develops physical toy lines integrated with digital content (QR-linked video, animated series on YouTube and Netflix) to reach Generation Alpha audiences.

Operationally, Moose Toys has invested in vertical integration through the 2025 acquisition of a Tacoma, Washington-based fulfillment and logistics provider, bringing North American distribution in-house. The company also acquired Bananagrams in July 2025 to deepen its games portfolio, and operates the Moose Happy Kids Foundation (established 2015) as a wholly-owned charitable arm. Leadership is concentrated in the founding family — Manny Stul (Chairman), Paul Solomon (Executive Chairman), Jacqui Tobias (Co-Owner) — with Ronnie Frankowski as CEO and a C-suite covering product, brand, commercial, people, risk, and finance functions. No external institutional investors or public listing are disclosed.

Name

Moose Toys

Legal name

Moose Enterprise Pty Ltd

Website

https://moosetoys.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Moose Toys is a privately held Australian toy manufacturer (founded 1985) that designs, manufactures, and distributes 20+ proprietary and licensed toy brands — including Bluey, MrBeast Lab, Heroes of Goo Jit Zu, and Shopkins — across 50+ countries through retail and licensing partnerships.

Ownership category

akta.pro rank

Product category

Children's Toys

NAICS

Doll, Toy, and Game Manufacturing (339930), Hobby, Toy, and Game Retailers (45912)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Dolls & Stuffed Toys (3942), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Traditional Toy Stores (CRALAFAA)

akta.pro secondary industries

Collectibles, Trading Cards & Blind Box Toys Retail (CRALAFAI), Dolls, Plush & Action Figures Retail (CRALAFAD), Party Games & Family Entertainment Games Retail (CRALAFAJ)

Keywords

• Children's toys
• Plush toys
• Collectible figurines
• Board games
• Licensed character toys

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices8 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Toy and Game Sales: Core revenue from manufacturing and selling toys and games through retail partners and direct channels. Products include collectibles, plush toys, action figures, board games, and role-play toys across brands like Bluey, MrBeast Lab, Heroes of Goo Jit Zu, and Little Live Pets.
2. Master Toy Licensing Partnerships: Revenue from licensing agreements as master toy partner for entertainment properties including BBC Studios (Bluey), Netflix (Charlie vs. the Chocolate Factory, Young MacDonald, One Piece), and Illumination (Minions & Monsters). The company develops, manufactures, and distributes toys based on these properties.
3. Creator-Led Brand Partnerships: Revenue from creator-owned and co-branded toy lines including CrunchLabs with Mark Rober and partnerships with YouTube creators like Salish Matter and MrBeast. Products feature STEM experiments, lifestyle collectibles, and digital content integration.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels6 records

Core offering

Moose Toys designs, develops, manufactures, and distributes a portfolio of children's toys including collectibles, plush toys, action figures, board games, STEM toys, role-play toys, and craft kits. The company operates proprietary brands (Heroes of Goo Jit Zu, Little Live Pets, Shopkins, Cookeez Makery) and serves as global master toy partner for major licensed entertainment properties including BBC Studios' Bluey, Netflix's One Piece, and Illumination's Minions & Monsters, distributing products to retailers and consumers in over 50 countries.

Product overview

Moose Toys is an Australian-based innovative toy company operating a diversified portfolio of owned brands and licensed properties across collectibles, interactive plush, board games, STEM toys, and craft toys. The portfolio spans both proprietary brands (including MrBeast Lab, CrunchLabs, Heroes of Goo Jit Zu, Little Live Pets, Shopkins, Cookeez Makery, Real Littles, Tile Town, Moose Games, FANDROP, Gui Gui, ScruffaLuvs, and Wigglitz) and licensed entertainment properties (Bluey, One Piece, The Amazing Digital Circus, Minions & Monsters, and Trolls). Moose Toys serves as global master toy partner for major franchises including BBC Studios' Bluey and Netflix's upcoming Charlie vs. the Chocolate Factory and Young MacDonald, while also pursuing creator-led brand development with YouTube personalities such as MrBeast, Mark Rober, and Salish Matter. The company maintains an active charitable arm through the Moose Happy Kids Foundation.

Differentiator

Problem solved

Functional benefit

Brands

• MrBeast Lab: Creator-led toy brand partnership with YouTuber MrBeast featuring mutated creature toys and collectibles
• CrunchLabs
• Minions & Monsters
• Bluey
• One Piece
• The Amazing Digital Circus
• Wigglitz
• FANDROP
• Gui Gui
• Little Live Pets
• ScruffaLuvs
• Heroes of Goo Jit Zu
• Moose Games
• Cookeez Makery
• Real Littles
• Tile Town
• XOX Kweenie
• Trolls
• Shopkins
• Salish Matter Partnership

Products and services

• MrBeast Lab Creator-led toy brand and animated series in partnership with YouTube creator MrBeast, featuring mutators, collector figures, and hybrid toys with accompanying video content for children.
• CrunchLabs by Mark Rober STEM toy line created in partnership with CrunchLabs and founder Mark Rober, offering science-based interactive toys inspired by viral experiments with QR-linked video content for children.
• Minions & Monsters Toy line in partnership with Illumination and Universal Products & Experiences, including collectible figures, playsets, and role-play toys based on the Minions & Monsters film releasing July 2026.
• Bluey Global master toy partner brand for the BBC Studios preschool animated series Bluey, including plush toys, playsets, figures, role-play toys, board games, and Tile Town playsets. Bluey ranked as the No. 1 preschool toys property in the U.S. for 2025.
• One Piece Toy line inspired by Netflix's live-action One Piece series, featuring action figures, mini action figures, and collectibles based on the Straw Hat crew characters.
• The Amazing Digital Circus Toy line based on the web series The Amazing Digital Circus by Gooseworx, featuring vinyl collectible figures and plush toys packaged in collector window boxes with collector cards.
• Wigglitz 3D printed collectible toy line produced by ZB Designs in partnership with Moose Toys, generating $18 million in retail revenue in 2025.
• FANDROP Art-meets-collectibles brand combining dynamically styled sculpts, displayable dioramas, and collectible artifacts for Marvel fans, featuring scene markers and mini prints.
• Gui Gui Slime and craft toy brand targeting kids, featuring slime kits and related craft products developed with YouTube creator Gui Gui.
• Little Live Pets Interactive plush toy brand featuring realistic pet simulations including Ouchies, My Baby Monkey, My Walking Pet, Mama Surprise Families, and My Really Real pets with realistic animations and sounds.
• ScruffaLuvs Plush toy brand featuring interactive pet toys that respond to touch and care with realistic sounds and reactions.
• Heroes of Goo Jit Zu Stretchy action figure brand featuring characters with stretchable goo-filled bodies, extended with collectible figures and Roblox game partnerships via Gamefam.
• Moose Games Board games and card games brand featuring titles such as Bluey Pass the Parcel and Classic Bananagrams word-building game.
• MrBeast: The Ultimate Game Fast-paced board game inspired by YouTuber MrBeast and his high-stakes digital challenges, distributed through Walmart and subsequent retail rollout.
• Cookeez Makery Doll brand featuring plush toy baking-themed playsets where children can unwrap and reveal surprise doll characters.
• Real Littles Collectible brand featuring miniature realistic-looking versions of everyday items, including handbags, makeup, and accessories themed around popular characters.
• Tile Town Magnetic build-a-playset system featuring action tiles that animate characters and scenes, with themes including pet clinics, fire stations, and licensed properties such as Bluey and Jurassic World.
• XOX Kweenie Collectible brand and lifestyle product line within Moose Toys' portfolio of collectible toy brands.
• Trolls Licensed toy brand based on the DreamWorks Trolls franchise, included in Moose Toys' portfolio of licensed entertainment properties.
• Shopkins Grocery-themed collectible toy brand featuring over 1,000 quirky characters with individual names and personalities.
• Salish Matter Toy Line Creator-led toy line partnership with YouTube creator Salish Matter targeting Generation Alpha with trend-forward design and collectability.

Quantifiable outcome

• Bluey ranked as the No. 1 preschool toys property in the U.S. for 2025
• +2 more outcomes

Named customers6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core, supporting and major.

• Beast Industries / MrBeastcoreStrategic or Co-development Partner · 9 June 2026Beast Industries and Moose Games debuted MrBeast: The Ultimate Game, first-ever board game inspired by MrBeast's high stakes challenges. Available for pre-sale at Walmart with subsequent retailer rollout starting August 1.
• NetflixcoreStrategic or Co-development Partner · 19 May 2026Expanded master toy partnership for Charlie vs. the Chocolate Factory (2027) and preschool series Young MacDonald. Builds on prior successful collaboration for One Piece live action series. Moose Toys named master toy partner by Netflix at Licensing Expo 2026.
• BBC StudioscoreStrategic or Co-development Partner · 14 May 2026BBC Studios renewed multi-year global licensing partnership with Moose Toys as global master toy partner for Bluey franchise. Renewal ahead of first feature-length movie releasing August 6, 2027. Bluey ranked No. 1 preschool toys property in U.S. for 2025 with 45.2 billion minutes viewed. Moose Toys won 2026 TOTY Playset of the Year for Bluey Supermarket.
• Illumination EntertainmentcoreStrategic or Co-development Partner · 27 April 2026New toy line inspired by Illumination's Minions & Monsters film releasing July 1, 2026. Partnership with Universal Products & Experiences includes collectible figures, playsets, and role-play toys like Minions Fart Blaster Pro. Price points from $2.99 to $29.99.
• Incredible GroupsupportingChannel Partner/ Reseller/ Distributor · 9 April 2026Exclusive distribution partnership in Canada. Part of Moose Toys Canada's 5-year anniversary celebration marking expansion in Canadian retail outlets.
• Asmodee CanadasupportingChannel Partner/ Reseller/ Distributor · 9 April 2026Exclusive distribution partnership in Canada for game and toy products. Part of Moose Toys Canada's 5-year anniversary celebration.
• Salish MattermajorStrategic or Co-development Partner · 16 February 2026Long-term partnership with YouTube creator Salish Matter as co-creative director for toy line targeting Generation Alpha. Launching at retail end of 2026. Salish holds development deal with Netflix and will shape brand's look and personality based on her authentic style and audience connection.
• Disney (Star Wars)supportingStrategic or Co-development Partner · 13 February 2026Partnership with Disney for Star Wars: Most Wanted campaign. Moose Toys among collaborators including Hasbro, LEGO, Funko, Mattel for Star Wars merchandise tied to upcoming Mandalorian and Grogu film.
• CrunchLabs (Mark Rober)majorStrategic or Co-development Partner · 11 February 2026Launching CrunchLabs by Mark Rober STEM toy line featuring nine products inspired by viral YouTube experiments including Elephant Toothpaste Blast and Egg Drop Challenge. Products priced $14.99-$44.99 with QR codes linking to exclusive video content. Mark Rober is former NASA engineer and popular YouTuber with global reach.
• ZB Designs (Wigglitz)supportingStrategic or Co-development Partner · 28 January 2026Strategic partnership to bring ZB Designs' Wigglitz 3D printed toy line to mass-market scale. Wigglitz generated $18 million revenue in 2025 selling 1.5+ million units. Moose Toys provides retail distribution expertise and access.
• GamefamsupportingGTM or Marketing Partner · 9 October 2025Roblox partnership to promote Heroes of Goo Jit Zu toys through themed games and quests ahead of holiday season. Built on previous successful Roblox integration, targeting Gen Alpha audience.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Spin Master: Canadian publicly traded toy company of comparable scale (~US$1-2B) with a similar strategy of licensing global entertainment IP and building owned brands across games, plush, and collectibles. Direct overlap in Paw Patrol-era master toy licensing and trend-driven product categories.
• Zuru: New Zealand-headquartered privately held toy maker with similar Asia-Pacific manufacturing footprint and comparable scale. Overlaps with Moose in collectibles (5 Surprise), miniatures, and licensed partnerships aimed at mass-market retail.
• MGA Entertainment: Privately held U.S. toy manufacturer of similar size with comparable mix of owned IP (LOL Surprise, Bratz) and licensed entertainment products. Direct competitor in collectibles, dolls, and youth electronics.
• Funko: U.S. publicly traded collectibles and pop culture toy maker, directly comparable on the collectibles/blind-box dimension of Moose Toys' portfolio (Shopkins, MrBeast Lab, Real Littles) and its reliance on entertainment licensing.

Broad incumbents

• Hasbro: Large incumbent U.S. toy and entertainment company that owns major IP and competes directly as master toy partner for top franchises (Star Wars, Marvel, Transformers). Broader portfolio but overlapping product categories and retail relationships.
• Mattel: Large incumbent U.S. toy company (Barbie, Hot Wheels, Fisher-Price) that competes for master toy partnerships and shelf space alongside Moose Toys. Significantly larger scale and broader IP ownership.
• LEGO: Global toy incumbent with deep entertainment IP partnerships (Star Wars, Disney, Universal) that overlap directly with Moose Toys' licensed master toy positioning. Much larger scale with owned IP and construction-set focus.
• Bandai Namco: Japanese toy and entertainment conglomerate with a similar model of monetizing entertainment IP via toys and collectibles. Comparable in anime/pop culture licensed products and Asia-Pacific distribution footprint.

Emerging players

• WowWee: Smaller privately held toy maker known for innovation-driven products (Fingerlings, Robosapien). Comparable in targeting tech-enabled and novelty toys, though at smaller scale and narrower IP portfolio.
• Basic Fun!: Smaller U.S. toy company that acquires and revitalizes classic toy brands (Care Bears, Lite-Brite, Tonka). Comparable in managing a portfolio of legacy/collectible toy brands across mass-market retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/mooseenterprise
• Facebookfacebook.com/SuperMooseToys
• Instagraminstagram.com/moosetoys
• TikToktiktok.com/@moosetoys
• Xx.com/moose_toys

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Moose Toys