Touch Press

What Touch Press does

Touch Press, operating commercially as StoryToys, is an Ireland-incorporated private limited company (registration 459470, headquartered in Dublin) that develops and publishes mobile educational applications for children aged 2–7. Originally founded in 2010 and consolidated through a 2016 acquisition of StoryToys, the company rebranded to StoryToys in 2021 and has built a portfolio of over a dozen titles distributed exclusively through Apple App Store, Google Play, Amazon Appstore, and Apple Arcade, accumulating 200+ million lifetime installs. The product line centers on licensed-character educational and coloring apps, including LEGO Bluey, LEGO DUPLO Peppa Pig, LEGO DUPLO Disney, LEGO DUPLO Marvel, Thomas & Friends: Let's Roll, Sesame Street Games Club, Marvel HQ, Barbie Color Creations, Disney Coloring World+, and The Very Hungry Caterpillar Play School.

The technology stack is conventional: select titles are built on the Unity3D game engine, with Google Firebase providing analytics in COPPA-certified apps and AppsFlyer handling attribution in older titles. StoryToys holds PRIVO Kids Privacy Assured COPPA Safe Harbor certification for key properties (LEGO DUPLO Disney Mickey & Friends, LEGO DUPLO Peppa Pig, Marvel HQ), reflecting a deliberate posture against behavioral advertising and children's data collection. The company maintains a small team of 11–50 employees, mostly child-focused product and pedagogy specialists.

Revenue is generated primarily through freemium in-app purchases (transaction-fee model, with app stores as channel providers) supplemented by Apple Arcade subscription revenue for premium versions such as Disney Coloring World+, LEGO DUPLO WORLD+, and Barbie Color Creations+. Customer acquisition leans on App Store Optimization, Google Ads, an email newsletter via Mailchimp, and social media. A 2017 growth round of $10 million from Enterprise Equity and YungPark Capital represents the only disclosed external funding; no further institutional capital or M&A activity is on record.

Name

Touch Press

Legal name

StoryToys Limited

Website

https://touchpress.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Touch Press (StoryToys) is an Ireland-based children's educational app studio that develops and publishes licensed-IP mobile games and coloring apps for kids aged 2–7. It monetizes via freemium in-app purchases and Apple Arcade subscriptions, distributing through Apple, Google, and Amazon app stores.

Ownership category

akta.pro rank

Product category

Children's Educational Mobile Apps

NAICS

Software Publishers (5132)

SIC

Retail-Computer & Computer Software Stores (5734)

akta.pro primary industry

Mobile App Stores (General) (MPAFACAC)

Keywords

• Children's educational apps
• Mobile learning games
• Early childhood education
• Interactive learning apps
• Educational mobile apps

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. In-app purchases: The primary revenue model is through in-app purchases made within StoryToys Apps. Users can purchase content and features within the apps through the relevant App Channel Provider (Apple App Store, Google Play, Amazon Appstore). Transaction data is received from App Channel Operators.
2. Apple Arcade Subscriptions: For titles available on Apple Arcade (Disney Coloring World+, LEGO DUPLO WORLD+, Barbie Color Creations+), the company does not collect any user information, and revenue is generated through Apple's subscription model.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Touch Press (dba StoryToys) designs, develops, and publishes award-winning educational mobile applications for children ages 2-7, featuring licensed entertainment franchises such as LEGO, Disney, Marvel, Sesame Street, Thomas & Friends, and Barbie. Apps are distributed via app stores using a freemium model with in-app purchases, with select titles available on Apple Arcade under subscription. The portfolio has surpassed 200 million lifetime installations globally.

Product overview

StoryToys (operating under Touch Press) is a portfolio of award-winning mobile applications for children, developed under licensing agreements with major entertainment franchises including LEGO, Disney, Marvel, Thomas & Friends, Sesame Street, and Barbie. The product lineup consists of interactive gaming and educational apps (LEGO Bluey, LEGO DUPLO series, Thomas & Friends: Let's Roll, Sesame Street Games Club, Marvel HQ, Hungry Caterpillar Play School) and coloring/creative apps (Barbie Color Creations, Disney Coloring World+). Some products are available as premium versions on Apple Arcade (LEGO DUPLO WORLD+, Disney Coloring World+, Barbie Color Creations+). The apps are distributed through Apple App Store, Google Play, and Amazon Appstore, with certain older apps still using legacy advertising identifiers. The portfolio collectively has been installed over 200 million times.

Differentiator

Problem solved

Functional benefit

Products and services

• LEGO Bluey A mobile gaming app featuring the Bluey character franchise, designed for children to engage in activities that support learning, creativity, and free-form play.
• LEGO DUPLO Peppa Pig A mobile gaming app featuring LEGO DUPLO Peppa Pig characters, providing children with educational gameplay experiences through familiar characters.
• Thomas & Friends: Let's Roll A mobile gaming app featuring Thomas & Friends characters, designed to engage children through games and activities that support growth and development.
• Sesame Street Games Club A mobile gaming app featuring Sesame Street characters, offering games and activities for children to learn and play.
• Barbie Color Creations A coloring and creative activity app featuring Barbie characters; available on Apple Arcade as Barbie Color Creations+.
• LEGO DUPLO Disney A mobile gaming app featuring LEGO DUPLO Disney characters including Mickey Mouse and Friends, designed for children's educational play.
• Marvel HQ A mobile gaming app featuring Marvel characters, offering children activities and games with familiar superhero characters.
• LEGO DUPLO Marvel A mobile gaming app featuring LEGO DUPLO Marvel characters including Spider-Man, designed for children's educational gameplay.
• Disney Coloring World+ A coloring and creative activity app available on Apple Arcade, featuring Disney characters for children's creative play.
• LEGO DUPLO WORLD+ A mobile gaming app available on Apple Arcade, featuring LEGO DUPLO characters and themes for children's educational play.

Quantifiable outcome

• 200 million+ app installations demonstrating widespread adoption and trust

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature1 record

Partnerships

One partnership is on record.

• PRIVOcoreOthersPRIVO is an FTC-approved COPPA safe harbor program operator. StoryToys works with PRIVO on COPPA compliance certification for specific apps including LEGO DUPLO DISNEY MICKEY & FRIENDS, LEGO DUPLO PEPPA PIG, and Marvel HQ. The partnership provides independent third-party oversight and consumer dispute resolution for children's privacy.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• PBS Kids: PBS Kids offers a broad suite of educational mobile apps built around its licensed media properties (Sesame Street, Arthur, Daniel Tiger), serving an overlapping audience to StoryToys. As an institutionally-funded broad incumbent it competes for the same parental trust and screen time, though with a wider portfolio of in-house IP.

Direct peers

• Sago Mini: Sago Mini makes preschool games and apps for very young children with original branded characters, distributed on app stores via IAP and Apple Arcade. Comparable to StoryToys in target age range (2–5), app-store-only distribution, and emphasis on safe, ad-free, child-friendly design.
• Outfit7: Outfit7 (Talking Tom & Friends, My Talking Tom Friends) develops and publishes character-driven mobile games distributed globally via app store IAP. Comparable mobile-first kids' games publisher with similar revenue model and global app-store distribution, but lean towards entertainment/IP rather than explicit educational positioning.
• Khan Academy Kids: Khan Academy Kids provides free educational mobile apps for young children with a strong pedagogy focus. It competes with StoryToys for the same parental screen-time wallet against a screen-time-as-educational-outcome proposition, though funded by a nonprofit rather than IAP.
• Duck Duck Moose (Khan Academy): Duck Duck Moose, now part of Khan Academy, is known for award-winning educational apps for young children distributed through major app stores. Highly comparable in target audience (preschool/early elementary), educational design philosophy, and awards-driven credibility with parents.
• Toca Boca: Toca Boca (owned by Spin Master) is one of the most established developers of children's mobile apps, with a similar freemium IAP model and global app store distribution. Both companies target the same parent/child segment with educational, character-driven mobile experiences and rely heavily on coppa-friendly, ad-light design philosophy.

Emerging players

• Yateland: Yateland develops educational mobile apps for preschool and early-elementary children with global app-store distribution and IAP monetization. Comparable focus on kids' educational app publishing with similar freemium model, though smaller scale and weaker brand portfolio than StoryToys.
• LEGO Games (LEGO System A/S digital): LEGO's own digital gaming arm (LEGO® Games) develops and publishes branded mobile games using the LEGO IP. Comparable to StoryToys in that it competes for the same preschool demographic with LEGO-branded apps, but operates as the IP owner itself rather than as a licensee—a potential competitive threat to StoryToys's LEGO DUPLO franchise portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/TouchPress
• LinkedInlinkedin.com/company/touch-press-inc.
• Instagraminstagram.com/storytoys
• Xx.com/touchpress

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds1 record

Investors2 records

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 Touch Press