HoloToyz

What HoloToyz does

HoloToyz is a Dublin-based, privately held toy company founded in March 2020 by co-founders Kate Scott, Declan Fahy, and Paul Cosgrave. The company designs, develops, and sells physical children's products—including temporary tattoos, peelable stickers, interactive story books, large-format wall decals, jigsaw puzzles, and magnetic puzzle cubes—that activate as 3D animated characters when scanned with the company's free companion mobile application. The HoloToyz app, available on iOS and Android, uses computer vision to recognize printed product images and overlay AR animations with sound effects and character voices, and includes a "tap to place" feature that lets users place animated characters in their real-world environment for photos and videos. The app is kidSAFE certified, ad-free, and contains no in-app purchases, addressing child-privacy and safety requirements in the pre-school segment.

The product catalog combines a Nickelodeon-licensed Paw Patrol line with original character themes spanning dinosaurs, sea creatures, pets, vehicles, fantasy, and monsters, totaling more than 60 AR-enabled designs. Products are priced between $6.99 and $24.99 and are sold directly to consumers through the company's Shopify-based e-commerce site and through distribution partnerships with KAP Toys in the UK and Ireland and Diverse Marketing in the United States, with plans to expand into high street retail. The target end customer is families with children aged 2-7, with a secondary use case in schools and educational settings using interactive AR books.

HoloToyz raised €1 million in a single funding round in July 2022 led by Irish investors, earmarked for global expansion and new interactive product development. The company has received industry recognition including Gold at the Irish Times Innovation Awards (2022), Silver at the London Toy Fair Editors Choice Awards (2022), and six ToyAwards at Spielwarenmesse (2023). Headcount remains in the 1-10 range and revenue has not been publicly disclosed.

Name

HoloToyz

Legal name

holotoyz Ltd.

Website

https://holotoyz.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

HoloToyz is an Irish toy company producing AR-enabled temporary tattoos, stickers, books, wall decals, and puzzles for children aged 2-7. Products animate in 3D when scanned with the company's kidSAFE-certified mobile app and are sold via direct e-commerce and distribution partners across Ireland, the UK, and the US.

Ownership category

akta.pro rank

Product category

Children's Augmented Reality Toys

NAICS

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

SIC

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

akta.pro primary industry

Educational/Children’s Learning Games & Puzzles Retail (CRALALAN)

akta.pro secondary industries

Dolls, Plush & Action Figures Retail (CRALAFAD), Miniatures & Figurines (Display/Collectible) (CRALAKAB)

Keywords

• Augmented reality toys
• Children's interactive toys
• AR mobile app
• Educational toys
• Temporary tattoos

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Physical Product Sales: Sale of physical AR-enabled toys including temporary tattoos, stickers, interactive books, wall decals, and puzzles. Products are sold directly through e-commerce and through retail distribution partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

HoloToyz designs, manufactures and sells physical children's products including temporary tattoos, stickers, interactive books, wall decals, jigsaw puzzles, magnetic puzzles and forthcoming HoloTeez clothing items, each themed with characters and animals. When scanned with the free companion HoloToyz mobile app, the products activate 3D animated characters, sound effects and interactive experiences. The company has also licensed content from Paramount's Paw Patrol franchise, producing a co-branded range across the same product categories.

Product overview

HoloToyz is an Irish toy company offering a unified portfolio of augmented reality products that bring physical toys to life through a free companion mobile app. The core offering spans four product categories: (1) Temporary Tattoos in 7 themes (Paw Patrol, Jurassic Dinos, Super Sea Creatures, Pet Party, Metal Mania, Holo Heroes, Monster Mash), (2) Peelable Stickers in the same 7 themes, (3) Interactive AR Books featuring dinosaurs, sea creatures, and pets with read-aloud audio and sound effects, and (4) Interactive Wall Decals (Mighty T-Rex, Magical Unicorn, Majestic Mermaid) for bedroom decoration. Additional products include Paw Patrol AR Jigsaw Puzzles (4 piece-count options) and Paw Patrol AR Magnetic Puzzle Cubez. An upcoming line, HoloTeez, adds coloring activity sets with AR activation. The entire ecosystem is powered by the kidSAFE-certified HoloToyz app available on iOS and Android, which uses computer vision to recognize printed product images and overlay 3D animated characters with sound. Products range from $6.99 to $24.99 and are suitable for children aged 2-7 years.

Differentiator

Problem solved

Functional benefit

Products and services

• Paw Patrol AR Tattoos Temporary tattoo pack featuring Paw Patrol characters licensed from Paramount that, when scanned with the HoloToyz app, trigger 3D animated Paw Patrol characters, sounds and interactive play. Aimed at preschool-aged Paw Patrol fans aged 2-7.
• Paw Patrol AR Stickers Reusable AR stickers featuring Paw Patrol characters licensed from Paramount that activate 3D animated characters and games when scanned with the HoloToyz app. Targeted at preschool-aged children aged 2-7.
• Paw Patrol AR Jigsaw Puzzle Physical jigsaw puzzle branded with Paw Patrol characters that, once assembled and scanned with the HoloToyz app, unlocks 3D animated characters and gameplay. Aimed at preschool-aged Paw Patrol fans and their families.
• Paw Patrol AR Magnetic Puzzle Cubez Magnetic cube puzzle with Paw Patrol themed faces that, when assembled and scanned, activate 3D AR animations through the HoloToyz app. Targeted at preschool-aged children.
• HoloTeez Paw Patrol Up-and-coming children's clothing (t-shirts) co-branded with Paw Patrol that activate 3D animations when scanned with the HoloToyz app. Aimed at preschool-aged Paw Patrol fans aged 2-7.
• Jurassic Dinos AR Tattoos Temporary tattoo pack featuring dinosaur characters that, when scanned with the HoloToyz app, activate 3D animated dinosaurs and interactive play. Aimed at children aged 2-7 who like dinosaurs.
• Super Sea Creatures AR Tattoos Temporary tattoo pack featuring sea creature characters that, when scanned with the HoloToyz app, activate 3D animated sea creatures and interactive play. Aimed at children aged 2-7 who like ocean animals.
• Pet Party AR Tattoos Temporary tattoo pack featuring pet characters that, when scanned with the HoloToyz app, activate 3D animated pets and interactive play. Aimed at children aged 2-7 who like animals.
• Metal Mania AR Tattoos Temporary tattoo pack featuring monster truck characters that, when scanned with the HoloToyz app, activate 3D animated trucks and interactive play. Aimed at children aged 2-7 who like vehicles.
• Holo Heroes AR Tattoos Temporary tattoo pack featuring superhero characters that, when scanned with the HoloToyz app, activate 3D animated superhero figures and interactive play. Aimed at children aged 2-7 who like action characters.
• Monster Mash AR Tattoos Temporary tattoo pack featuring monster characters that, when scanned with the HoloToyz app, activate 3D animated monsters and interactive play. Aimed at children aged 2-7 who like Halloween-style characters.
• Jurassic Dinos AR Stickers Reusable AR sticker pack featuring dinosaur characters that activate 3D animated dinosaurs and games when scanned with the HoloToyz app. Aimed at children aged 2-7 who like dinosaurs.
• Super Sea Creatures AR Stickers Reusable AR sticker pack featuring sea creature characters that activate 3D animated sea creatures and games when scanned with the HoloToyz app. Aimed at children aged 2-7 who like ocean animals.
• Pet Party AR Stickers Reusable AR sticker pack featuring pet characters that activate 3D animated pets and games when scanned with the HoloToyz app. Aimed at children aged 2-7 who like animals.
• Metal Mania AR Stickers Reusable AR sticker pack featuring monster truck characters that activate 3D animated trucks and games when scanned with the HoloToyz app. Aimed at children aged 2-7 who like vehicles.
• Holo Heroes AR Stickers Reusable AR sticker pack featuring superhero characters that activate 3D animated superheroes and games when scanned with the HoloToyz app. Aimed at children aged 2-7 who like action characters.
• Monster Mash AR Stickers Reusable AR sticker pack featuring monster characters that activate 3D animated monsters and games when scanned with the HoloToyz app. Aimed at children aged 2-7 who like Halloween-style characters.
• Jurassic Dinos Interactive AR Book Hardcover interactive children's book featuring dinosaur illustrations that, when scanned with the HoloToyz app, bring each page to life with 3D animated dinosaurs and sounds. Aimed at preschool-aged children aged 2-7.
• Super Sea Creatures Interactive AR Book Hardcover interactive children's book featuring sea creature illustrations that, when scanned with the HoloToyz app, bring each page to life with 3D animated sea creatures and sounds. Aimed at preschool-aged children aged 2-7.
• Pet Party Interactive AR Book Hardcover interactive children's book featuring pet illustrations that, when scanned with the HoloToyz app, bring each page to life with 3D animated pets and sounds. Aimed at preschool-aged children aged 2-7.
• Mighty T-Rex AR Wall Decal Large removable wall decal of a T-Rex that, when scanned with the HoloToyz app, unlocks a 3D animated T-Rex experience on the wall. Aimed at children's bedrooms and playrooms.
• Magical Unicorn AR Wall Decal Large removable wall decal of a unicorn that, when scanned with the HoloToyz app, unlocks a 3D animated unicorn experience on the wall. Aimed at children's bedrooms and playrooms.
• Majestic Mermaid AR Wall Decal Large removable wall decal of a mermaid that, when scanned with the HoloToyz app, unlocks a 3D animated mermaid experience on the wall. Aimed at children's bedrooms and playrooms.
• HoloToyz Mobile App Free companion mobile app available on the App Store and Google Play that uses a device's camera to scan HoloToyz physical products (tattoos, stickers, books, wall decals, puzzles) and renders 3D animated characters, sounds and games. KidSAFE+ certified, ad-free, with no in-app purchases. Used by parents and children to unlock AR experiences from physical HoloToyz products.

Quantifiable outcome

• Products last 2-4 days on skin

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature2 records

Partnerships

Three partnerships are on record, tiered core.

• KAP ToyscoreChannel Partner/ Reseller/ Distributor · 1 January 2023KAP Toys was chosen to distribute the HoloToyz brand new Augmented Reality range throughout the UK, available from Autumn 2023. Partnership focuses on expanding retail presence in the UK market.
• Diverse MarketingcoreChannel Partner/ Reseller/ DistributorPartnership announced for US distribution of HoloToyz products, with presence at New York Toy Fair to showcase innovation.
• NickelodeoncoreOEM/ Whitelabel/ Licensing PartnerLicensing agreement for Paw Patrol characters on AR tattoos and stickers. Featured Nickelodeon branding on website.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• QuiverVision: QuiverVision produces AR-enabled coloring pages and activity packs where printed 2D images animate via a companion app — directly comparable to HoloToyz's core AR-physical toy concept for children.
• PlayShifu: PlayShifu makes AR/physical hybrid educational toys (e.g., Shifu Tacto, Plugo) for early childhood, targeting the same pre-school age band and combining tangible play with app-driven experiences.
• Osmo (BYJU'S): Osmo blends physical game pieces with a tablet-based reflective AI to create interactive play — a comparable AR/physical toy model for children with a similar safety-focused educational positioning.
• mergeEDU (Merge Cube): Merge Cube offers AR-holographic toys for kids where physical objects trigger 3D experiences via a mobile app, sharing HoloToyz's image-trigger AR toy approach and the same early-childhood target audience.

Broad incumbents

• Crayola: Crayola dominates the children's coloring/creative products category where HoloToyz competes with tattoos, stickers, and AR activity sets; Crayola has also experimented with AR-enabled coloring experiences.
• LEGO: LEGO is a global toy incumbent that has launched AR features across its products (e.g., LEGO Hidden Side, LEGO Play) and competes for the same premium shelf space and licensed-IP partnerships.
• Mattel: Mattel controls major pre-school IP (including many licensed character franchises) and has shipped AR-enabled products like Pictionary Air — a much larger competitor with established retail distribution.
• Hasbro: Hasbro is a global toy major with deep retail relationships and licensed franchises, competing in the same specialty/educational toy retail channel where HoloToyz sells via KAP Toys and Diverse Marketing.
• Spin Master: Spin Master is a children's entertainment and toy company that has invested in tech-augmented play experiences (e.g., Hatchimals, PAW Patrol itself) and competes across the same pre-school toy shelf.

Emerging players

• Tonies: Tonies is a screen-light, audio-figurine play system for pre-schoolers — a comparable tech-augmented physical toy for the same 2-7 age band, with a similar safety/parent-friendly positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/holotoyz
• Facebookfacebook.com/HoloToyz
• Instagraminstagram.com/holotoyz

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors

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

M&A

Investments

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

Frequently asked questions about HoloToyz