StoryToys

What StoryToys does

StoryToys is a Dublin-based developer and publisher of interactive mobile applications for children aged 2-8, operating as a wholly-owned subsidiary of everplay group plc (TSXV: TSVNF). The company builds branded educational and entertainment apps featuring licensed IP from the world's leading children's content owners, including the LEGO Group, The Walt Disney Company, Marvel Entertainment, Mattel, Sesame Workshop, Hasbro, BBC Studios, Penguin Random House, Nickelodeon, and Pixar. Its product catalog spans approximately 20 apps — including the LEGO DUPLO franchise, Marvel HQ, Disney Coloring World, Thomas & Friends: Let's Roll, Sesame Street Games Club, LEGO Bluey, and the announced Netflix Playground — with cumulative downloads exceeding 300 million globally.

The company's technical foundation is Unity3D-based cross-platform development, Google Firebase analytics, and standard app store in-app purchase rails. StoryToys maintains COPPA safe harbor certification through PRIVO for specific titles and operates under GDPR as an Irish-incorporated entity. Distribution spans Apple App Store, Google Play, Amazon Appstore, Samsung Galaxy Store, Netflix, Huawei AppGallery, and Apple Arcade, with a recent extension into Wear OS via the Samsung Galaxy Watch for Kids experience. The product line is organized around branded thematic experiences (LEGO building, Disney coloring, Sesame Street mini-games, Marvel hero adventures) with design governed by child-safety, ad-free, and offline-play principles, plus emerging neurodiversity-inclusive design.

Revenue is generated through a hybrid model: in-app purchases and subscriptions processed by app channel providers (Apple, Google, Amazon, Samsung) for the consumer side, and licensing fee arrangements with IP holders on the enterprise side. The company employs 11-50 people with a remote-capable workforce anchored in Dublin. The business has been recognized with Kidscreen Awards (2019, 2021, 2026), Bologna Ragazzi Digital and Licensing Awards (2019, 2025, 2026), Licensing International Excellence Awards (2020), and KAPi Awards (2020), alongside multiple Apple and Google Play editorial recognitions.

Name

StoryToys

Legal name

StoryToys Limited

Website

https://storytoys.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

StoryToys is a Dublin-based publisher of branded educational mobile apps for children ages 2-8, creating licensed interactive experiences with IP holders such as LEGO, Disney, Marvel, Mattel, and Sesame Workshop across all major app stores and Netflix.

Ownership category

akta.pro rank

Product category

Children's Educational Mobile Apps

NAICS

Software Publishers (5132), Amusement, Gambling, and Recreation Industries (713)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Educational Games & Kids/Families Game Studios (MPAFAAAI)

akta.pro secondary industries

Children’s & Youth Educational Entertainment (Edutainment) (EDAGALAK), Creativity, Art & Music Learning Apps (EDACANAE), Children’s Digital & Interactive Publishing (E-books, Apps, Enhanced Content) (MPAJAFAJ), Kids & Family Curated Content Platforms (MPACAKAL)

Keywords

• Children's mobile apps
• Educational games
• Licensed character apps
• Early childhood learning
• Interactive story apps

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. In-App Purchases and Subscriptions: Revenue is generated through in-app purchases and subscriptions for digital content access. App Channel Providers (Apple, Google Play, Amazon, Samsung) handle payment processing and provide aggregated/de-identified transaction data to StoryToys. The company does not have direct visibility into individual user identities for in-app purchases.
2. Licensing Fees from Brand Partners: StoryToys creates apps featuring licensed children's brands including LEGO Group, Disney, Marvel, Mattel, Hasbro, Sesame Workshop, and others. Revenue is generated through licensing agreements with these intellectual property holders.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels4 records

Core offering

StoryToys creates, develops, and publishes interactive educational mobile applications for children ages 2–8, featuring licensed characters from major global children's entertainment brands. The apps combine play, learning, coloring, building, and storytelling experiences and are monetized through freemium in-app purchases and subscription distribution (Apple Arcade, Netflix Playground).

Product overview

StoryToys is a portfolio of branded children's mobile apps combining fun with educational learning. The company creates interactive and educational digital content for children across multiple platforms including iOS, Android, Amazon, Samsung Galaxy Store, Apple Arcade, and Netflix. Core products include LEGO-themed apps (LEGO Bluey, LEGO DUPLO Peppa Pig, LEGO DUPLO Disney, LEGO DUPLO Marvel, LEGO DUPLO World), character-branded apps (Thomas & Friends: Let's Roll, Sesame Street Games Club, Marvel HQ, Disney Coloring World, Barbie Color Creations, Hungry Caterpillar Play School), and new offerings (Netflix Playground). Many apps are available across multiple app stores with some premium versions on Apple Arcade (Disney Coloring World+, LEGO DUPLO World+, Barbie Color Creations+). The company also offers smartwatch experiences with watch faces and apps for Wear OS/Galaxy Watch for Kids. Products focus on developmental learning through play with ages ranging from 2-8 years old, featuring brand partnerships with LEGO Group, Disney, Marvel, Mattel, Hasbro, Sesame Workshop, BBC Studios, and others.

Differentiator

Problem solved

Functional benefit

Products and services

• LEGO Bluey Mobile game featuring Bluey, Bingo, and family with themed play packs combining LEGO DUPLO and LEGO System bricks with building challenges and digital play experiences for ages 2-5.
• LEGO DUPLO Peppa Pig Learning app featuring Peppa Pig and family with playful adventures in LEGO DUPLO form, problem-solving challenges, and virtual brick building for early learners.
• Thomas & Friends: Let's Roll Preschool app for ages 2-4 featuring train driving, track building, and autism-friendly gameplay with neurodivergent-friendly design and Bruno the Brake Car character.
• Sesame Street Games Club Preschool app for ages 2-6 featuring Elmo, Cookie Monster, Grover and friends with mini games, coloring activities, and science/coding/math activities from Sesame Workshop.
• Barbie Color Creations Creative coloring and design app for ages 6-8 allowing kids to paint, sketch, design characters, and create personalized artwork with Barbie themes.
• LEGO DUPLO Disney Disney app featuring Mickey Mouse and Friends with pretend-play activities and 3D DUPLO brick building for early learners.
• Marvel HQ Age-appropriate Marvel content app for ages 3-7 featuring games, videos, books, comics, and learning activities with superheroes including Spidey and His Amazing Friends, organized into five realms: Play, Meet, Read, Create, and Watch.
• LEGO DUPLO Marvel Preschool app for ages 2-5 featuring Spidey, Captain America, and Marvel heroes with pretend-play adventures and problem-solving challenges aligned with the Headstart Early Learning Outcomes Framework.
• LEGO DUPLO World Open-ended play experience with learning activities, virtual DUPLO bricks, and Parent Center for ages 2-5.
• Disney Coloring World Interactive coloring app for ages 4+ featuring Disney characters in playsets to improve concentration, confidence, and creativity.
• Hungry Caterpillar Play School Comprehensive preschool learning app for ages 2-6 developing key skills including drawing, painting, collage, and early learning aligned with Eric Carle's artistic style.
• LEGO Friends Heartlake Rush Mobile game for ages 6-8 featuring LEGO Friends characters on missions around Heartlake City.
• Miffy's World Educational app featuring Miffy for exploring, creating, and playing with art and reading activities.
• Mother Goose Club Learning app featuring Mother Goose Club songs and videos for children with nursery rhymes and musical activities.
• My Very Hungry Caterpillar Interactive experience for young children where they tap to hatch a caterpillar egg and care for the caterpillar.
• The Very Hungry Caterpillar & Friends – Play & Explore Open-ended play activities with The Very Hungry Caterpillar and friends.
• The Very Hungry Caterpillar & Friends – First Words Vocabulary development app featuring The Very Hungry Caterpillar for early word learning.
• Netflix Playground New gaming app for children aged 8 and under featuring interactive games inspired by Sesame Street, StoryBots, Bad Dinosaurs, and Let's Colour. Titles playable offline, free from ads and in-app purchases.
• Disney Coloring World+ Apple Arcade version of Disney Coloring World with premium features and exclusive Bluey coloring content, distributed via Apple Arcade subscription with no data collection.
• LEGO DUPLO World+ Apple Arcade premium version of LEGO DUPLO World with enhanced features, distributed via Apple Arcade subscription with no data collection.
• Barbie Color Creations+ Apple Arcade premium version of Barbie Color Creations, distributed via Apple Arcade subscription with no data collection.
• Sesame Street Mecha Builders STEM learning app for preschoolers featuring Mecha Elmo, Mecha Cookie Monster, and Mecha Abby Cadabby, with science, coding, and math activities.

Quantifiable outcome

• 300M+ app downloads globally
• +2 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

13 partnerships are on record, tiered core and minor.

• NetflixcoreStrategic or Co-development Partner · 13 April 2026StoryToys announced a strategic partnership with Netflix to develop Netflix Playground, a new gaming app for children aged eight and under. The app will feature interactive games inspired by popular children's brands including Sesame Street, StoryBots, Bad Dinosaurs, and Let's Colour. Titles are playable offline and free from ads or in-app purchases.
• BBC StudioscoreStrategic or Co-development Partner · 14 August 2025Partnership to create LEGO Bluey mobile game in collaboration with LEGO Group and BBC Studios. The game brings the Emmy and BAFTA Award-winning Bluey animated TV series into an engaging digital experience for children ages 2-7.
• SamsungcoreTechnology or Integration · 22 January 2025Partnership to bring StoryToys apps and watch faces to Galaxy Watch for Kids experience on Samsung Galaxy Watch7 LTE. Apps include Marvel HQ and Barbie Color Creations watch apps.
• MattelcoreStrategic or Co-development Partner · 4 March 2024Partnership to create Thomas & Friends: Let's Roll app for children ages 2-4, designed with neurodiversity consultants and featuring autism-friendly elements.
• HasbrocoreOEM/ Whitelabel/ Licensing Partner · 1 January 2024Partnership to create LEGO DUPLO Peppa Pig app, part of a larger agreement between Hasbro and LEGO Group to bring Peppa Pig to life in LEGO DUPLO form.
• LEGO GroupcoreOEM/ Whitelabel/ Licensing Partner · 1 January 2018Ongoing collaboration since 2018 to create LEGO-branded educational apps for children. Products include LEGO Bluey, LEGO DUPLO World, LEGO DUPLO Disney, LEGO DUPLO Marvel, LEGO DUPLO Peppa Pig, and LEGO Friends Heartlake Rush.
• The Walt Disney CompanycoreOEM/ Whitelabel/ Licensing PartnerPartnership to create Disney-branded apps including Disney Coloring World and LEGO DUPLO Disney featuring Mickey and Friends.
• Marvel EntertainmentcoreOEM/ Whitelabel/ Licensing PartnerPartnership to create Marvel-branded apps including Marvel HQ and LEGO DUPLO Marvel featuring Spider-Man and Avengers characters for young children.
• Sesame WorkshopcoreOEM/ Whitelabel/ Licensing PartnerPartnership to create Sesame Street-branded apps including Sesame Street Games Club and Sesame Street Mecha Builders, backed by Sesame Workshop's trusted approach to early learning.
• GooglecoreTechnology or IntegrationPartnership to provide apps for Galaxy Watch for Kids powered by Wear OS by Google. StoryToys is among the first kids' brands to bring Teacher Approved apps and watch faces to the platform.
• Ludo StudiocoreOEM/ Whitelabel/ Licensing PartnerLudo Studio is the BAFTA and multi-Emmy award-winning Australian studio that creates Bluey. BBC Studios holds global distribution and merchandise rights for Bluey.
• everplay group plccoreOthersStoryToys is a wholly-owned subsidiary of everplay group plc (TSVNF), a publicly traded company on TSX Venture Exchange.
• Apple ArcademinorChannel Partner/ Reseller/ DistributorSome StoryToys titles (Disney Coloring World+, LEGO DUPLO WORLD+, Barbie Color Creations+) are available on Apple Arcade subscription service with no data collection.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• PBS Kids: PBS Kids operates a large free library of educational games and apps for children. Comparable in trust-and-safety positioning and preschool/early-elementary audience, with broader scale and public-broadcaster backing.
• LEGO (LEGO Play / LEGO Games): LEGO Group operates its own digital gaming and app portfolio (including LEGO Legacy, LEGO Builder's Journey) and is both StoryToys' largest partner and a potential in-house competitor. Broad incumbent comparison given overlapping IP and audience.
• WildBrain (WildBrain Spark): Canadian children's entertainment company (owner of Teletubbies, Strawberry Shortcake, In the Night Garden) that runs WildBrain Spark, a major YouTube and app network for kids' content. Comparable as an IP-holder-plus-digital-platform play with global distribution.
• Disney (Disney Digital Apps / Disney Publishing): Disney publishes its own portfolio of kids' apps (Disney+, Disney Magic Timer, etc.) and is both a StoryToys partner (Disney Coloring World) and a strategic comparator with broader entertainment scale.

Direct peers

• HOMER (by Begin): Early-learning subscription app for kids ages 2-8 covering reading, math, and creativity. Comparable subscription model, age range, and learning-through-play approach to StoryToys' portfolio.
• Khan Academy Kids: Free educational app for ages 2-8 covering literacy, math, and social-emotional learning. Comparable to StoryToys' educational positioning, though distributed free via nonprofit rather than app-store IAP.
• Lingokids: Subscription-based early-learning app for kids ages 2-8 with games, songs, and educational content. Comparable to StoryToys' learning-through-play positioning, subscription revenue model, and COPPA-compliant design.
• Toca Boca: Swedish children's app studio (owned by Spin Master) that creates open-ended, COPPA-compliant play apps for kids ages 3-9. Closely comparable to StoryToys in target audience, freemium model, and platform-distributed digital play.
• Outfit7: Slovenian studio behind Talking Tom Gold Run and other family-friendly mobile games. Comparable in mobile-first kids' gaming with mass-market distribution via app stores.
• Sago Mini: Toca Boca sister brand focused on preschool apps for ages 2-5 with subscription-based Sago Mini World. Direct comparison point for StoryToys' preschool-focused offerings like LEGO DUPLO World and Sesame Street Games Club.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/StoryToys
• Facebookfacebook.com/storytoys
• LinkedInlinkedin.com/company/storytoys

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds3 records

Investors4 records

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 StoryToys