Innovative Designs

What Innovative Designs does

Innovative Designs, Inc. (ticker: IVDN) is a New York-based, publicly traded designer and marketer of licensed children's products founded in 2003 by Doug Haber. The company's core business is product development, sourcing, and distribution of stationery, craft and activity kits, novelties, and toys built around third-party entertainment and consumer brand licenses, including Disney (Frozen, Princess, Descendants, Minnie Mouse), Brookstone (Sånd kinetic sand, Day & Night Globe, Land/Water RC Stunt Vehicle), Trolls, Ryan's World, L.O.L. Surprise! (via MGA Entertainment), and candy brands such as Mike & Ike, ICEE, Slush Puppy, Tootsie Roll, and Dippin' Dots. The portfolio is organized into sub-brands including Smarts & Crafts (a partnership with Todd Oldham Studio for gender-neutral art supplies), Create n' Style (fashion-forward crafts for tweens and teens), and Mix Mox Shop (licensed slime). The company does not develop proprietary technology; its core capability is licensing relationships, trend-led product development, and category management across mass retail, specialty, and e-commerce channels.

The company generates revenue primarily through wholesale product sales to retail partners and direct-to-consumer sales via the Amazon marketplace, monetizing one-time license rights rather than ongoing royalty streams. Distribution spans mass merchants, specialty retailers, and department stores domestically, with international reach limited to Canadian distribution through Claire's and Michael's for L.O.L. Surprise! stationery. Pricing is set at the retailer level and is not publicly disclosed. Marketing is conducted through trade events such as NYC Toy Fair, organic social channels (Instagram), and product donations to children's non-profits.

As of fiscal 2025, the company reported record revenues more than doubling the prior year, five consecutive quarters of profitability, and the elimination of all long-term and convertible debt, while operating with a small team (11–50 employees). The operating model carries regulatory exposure, evidenced by a 2025 CPSC recall of Minecraft Light-Up Slap Ruler Bracelets over button-cell battery ingestion hazard.

Name

Innovative Designs

Legal name

Innovative Designs, Inc.

Website

https://innovativenyc.com

Company type

Public

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Innovative Designs is a New York-based, publicly traded manufacturer of licensed children's stationery, craft and activity kits, novelties, and toys developed under brand licenses including Disney, Brookstone, L.O.L. Surprise!, and various candy brands, sold through mass retail, specialty stores, and Amazon.

Ownership category

akta.pro rank

Product category

Licensed Children's Products

NAICS

Doll, Toy, and Game Manufacturing (339930), Doll, Toy, and Game Manufacturing (33993), Hobby, Toy, and Game Retailers (45912)

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

DIY Kits, STEM Electronics & Maker Bundles Retail (CRACAKAN), Building Sets & Construction Toys Retail (CRALAFAE)

Keywords

• Licensed children's products
• Stationery and crafts
• Kids activity kits
• Licensed character toys
• Novelty merchandise

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Licensed Product Sales: Innovative Designs generates revenue through the sale of licensed children's products including stationery, craft/activity items, novelties, and toys. The company holds licenses from major entertainment and consumer brands including Disney, Brookstone, MGA Entertainment (L.O.L. Surprise!), and others. Revenue is derived from product sales to retail partners and consumers through various distribution channels.
2. Brand Licensing Partnerships: The company creates products under licensed brand names, generating revenue through product sales. Licenses include entertainment properties (Disney, Trolls, Descendants), toy brands (Brookstone, L.O.L. Surprise!, Ryan's World), and candy/treat brands (Mike & Ike, ICEE, Slush Puppy, Tootsie Roll, Dippin' Dots).

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Innovative Designs is a New York-based manufacturer of licensed children's products, designing, sourcing and distributing stationery, craft and activity kits, novelty items, and toys under major entertainment and lifestyle brand licenses (Disney, Brookstone, Trolls, L.O.L. Surprise!, Ryan's World, Mike & Ike, and others). The company develops trend-right product assortments and retailer-specific exclusives sold through mass merchants, specialty retailers, and online marketplaces.

Product overview

Innovative Designs is a licensed children's products company founded in 2003 that offers a diversified portfolio of stationery, craft/activity products, and toys. The company's product line includes Disney-licensed items (Frozen, Princess, Descendants, Minnie Mouse), Trolls World Tour crafts, Ryan's World art sets, and Brookstone toys (including the revitalized Sånd Box kinetic sand kits, Day & Night Globe, and Land/Water RC Stunt Vehicle). The company also produces slime products under licensed candy brands (Mike & Ike, Mix Mox). The portfolio spans multiple sub-brands including Smarts & Crafts (gender-neutral art supplies partnered with Todd Oldham Studio) and Create n' Style (lifestyle crafts for tweens/teens). Products are sold through major retailers including Amazon, with distribution in Claire's and Michael's locations in Canada.

Differentiator

Problem solved

Functional benefit

Brands

• Smarts & Crafts: A brand created in partnership with Todd Oldham Studio. Celebrates creativity with gender neutral, high quality art and craft supplies in sustainable packaging. Guides young makers and their families through open-ended making and ambient learning.
• Create n' Style
• Mix Mox Shop

Products and services

• Disney Frozen 2 Erasers Set A 15-piece figural eraser set featuring Frozen 2 characters (Elsa, Anna, Olaf, Sven) packaged in a gift box, designed for school supplies and party favors.
• Disney Frozen 2 Keepsake Box Craft Kit A craft activity set featuring Anna and Elsa with a lockable storage box, adhesive gems, stickers, bracelet cord, beads, markers, notepad and gel pen for personalized keepsake items.
• Disney Frozen 2 Painting Set with 3 Canvases A painting canvas art set for kids featuring Frozen 2 Elsa and Anna on three ready-to-paint canvases with an easel, six paint pots, and paintbrush.
• Disney Princess Eraser Set (15-pack) A 15-piece Disney Princess themed eraser set packaged in a gift box for birthdays, holidays, and themed parties.
• Disney Descendants Mal's Diary & Journal A hardcover journal notebook with 192 purple lined pages featuring Mal from the Descendants movies, dragon watermark art, lock and key, and personalization area.
• Disney Minnie Mouse Paint Tote 12 Piece Set A 12-piece paint set in a tote with handle containing pouch, notepad, six crayons, watercolor paint tray with six colors, paint brush, and two sticker sheets for ages 3 and up.
• Trolls World Tour Bracelet Maker Kit A charm bracelet making crafts set that includes 8 charms, 6 tassel charms, 165 cube beads, 85 metallic beads, 55 wooden beads, 25 pom pom beads, jewelry wires, and instructions to create 8 bracelets.
• Ryan's World Coloring Art Set A stationery art set with 30+ pieces including markers, crayons, and stickers featuring Ryan's World characters, packaged in a soft pencil pouch.
• Brookstone Sånd Box Play Kit A tactile learning play sand kit including 600 grams of blue Brookstone kinetic sand, wooden sand box craft tray, and 4 wooden shaped geometric molds for ages 5 and up.
• Brookstone Day & Night Globe An interactive globe featuring earth map by day and constellation map at night with educational booklet, functioning as a night light for learning geography and astronomy.
• Brookstone Land/Water RC Stunt Vehicle An amphibious stunt vehicle with 2.4GHz remote control that moves from land to water at full speed, capable of 180-degree flips, 360-degree spins, and speeds up to 12 MPH.
• Mix Mox Shop Slime Sets A slime creation kit allowing kids to create their own slime parfait with various add-ins for sensory play.
• Mike & Ike Scented Slime Set A 3-pack of Mike and Ike scented slime that smells like the candy, designed for mashing, twisting, pulling, and expanding play.
• Smarts & Crafts A sub-brand offering gender-neutral, high-quality art and craft supplies in sustainable packaging, created in partnership with Todd Oldham Studio to guide young makers and families through open-ended making and ambient learning experiences.
• Create n' Style A lifestyle sub-brand providing trend-right crafts from painting to fashion design for tweens and teens, allowing them to find their inner artist and decorator.

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• BrookstonecoreOEM/ Whitelabel/ Licensing Partner · 1 October 2019With new ownership bringing Brookstone back to America, Innovative Designs signed on for a license in Toys (ages 3-14). The company plans development of a full product line including R/C & Drones, Science & Education (globes) and Sensory Play. A primary focus is revitalizing the Brookstone Sånd product line, which was loved by kids 5 and up. The partnership was announced in October 2019.
• Todd Oldham StudiocoreStrategic or Co-development PartnerInnovative Designs partnered with Todd Oldham Studio to create the Smarts & Crafts brand. This partnership celebrates creativity through gender-neutral, high quality art and craft supplies in sustainable packaging. The brand guides young makers and their families through open-ended making and ambient learning experiences.
• MGA EntertainmentcoreOEM/ Whitelabel/ Licensing PartnerInnovative Designs secured a license from MGA Entertainment for stationery products in the U.S. and at Claire's and Michael's locations in Canada for the popular L.O.L. Surprise! brand. The partnership addresses strong consumer demand for L.O.L. Surprise! products among girls.
• ICEE, Slush Puppy, Charms Blow Pop, Tootsie Roll, Dippin' Dots, Fluffy Stuff, Double BubbleminorOEM/ Whitelabel/ Licensing PartnerInnovative Designs partners with major American candy and sweet treat brands to create slime and dough products with sweet-smelling scents and fun mix-ins. These include ICEE, Slush Puppy, Charms Blow Pop, Tootsie Roll, Dippin' Dots, Fluffy Stuff, and Double Bubble.

Scale indicators4 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Crayola: Crayola is the dominant U.S. branded manufacturer of children's art supplies, craft kits, and stationery products—directly comparable to Innovative Designs' craft/activity and stationery business.
• Funko: Funko manufactures licensed pop-culture collectibles and figures across entertainment IP. Comparable to Innovative Designs' model of monetizing multiple entertainment licenses (Disney, Trolls, L.O.L.) through consumer products.
• Spin Master: Spin Master is a global children's entertainment company that designs, manufactures, and licenses toys and games—including RC vehicles and educational products directly comparable to Innovative Designs' Brookstone line.
• Jakks Pacific: Jakks Pacific develops and markets a broad range of licensed toys and consumer products, similar to Innovative Designs' approach of leveraging major entertainment and brand licenses for children's products.
• Basic Fun!: Basic Fun! designs and markets licensed and branded toys, novelties, and collectibles—closely comparable to Innovative Designs' portfolio of licensed children's toys and novelty products.
• Horizon Group USA: Horizon Group USA is a leading manufacturer of licensed and branded activity, craft, and novelty products for children—directly overlapping Innovative Designs' craft/activity and stationery portfolio.
• Alex Brands: Alex Brands produces craft kits, activity sets, and licensed children's products. Directly comparable in product mix to Innovative Designs' craft/activity kits and stationery offerings.
• Melissa & Doug: Melissa & Doug makes classic and licensed children's toys, craft, and activity products. Comparable to Innovative Designs in serving the preschool and grade-school craft/activity category through retail distribution.

Broad incumbents

• MGA Entertainment: MGA Entertainment owns the L.O.L. Surprise! IP that Innovative Designs licenses for stationery products. MGA is a much larger, vertically integrated toy company in the same licensed-children's-products category.
• Hasbro: Hasbro is a major global toy and game company with extensive entertainment licensing (Disney, Marvel). Relevant as a broader incumbent in the same licensed-children's-products space that Innovative Designs competes in.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/innovative_nyc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

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 Innovative Designs