What Horizon Group USA does

Horizon Group USA, Inc. is a privately held consumer products company founded in 1912 and headquartered in New Providence, New Jersey (the firmographic record also lists Warren as an additional location). The company designs, develops, and distributes D.I.Y. craft kits, STEAM educational activity sets, sensory play compounds, and tween-focused fashion and jewelry activity kits for children and tweens. Its core technology is the design and formulation of physical kits and proprietary sensory compounds — notably SLIMYGLOOP branded slime kits and SLIMYSAND, a hybrid material marketed as molding like sand and stretching like slime. Horizon maintains a portfolio of more than 20 owned sub-brands, including Made By Me!, SLIMYGLOOP, SLIMYSAND, Creative Roots, Just My Style, It's So Me!, Braid-tastic, STMT, PopFizz, YOUniverse, Think Box, Chalk Alive, Mixy Squish, Story Magic, Vendees, Jiggle Digs, Color Zone, and Candi-Band Creator, all with registered trademarks.

Horizon's product portfolio is organized across Kids Arts and Crafts, Adult Jewelry Making, Fashion Arts, Tween Activity Kits, Creativity Toys, Fashion Stationery, and Novelty & Party Supplies categories, with retail price points ranging from $4.99 to $159.99 based on complexity and brand positioning. The company holds licensing partnerships with major entertainment IP holders including Mattel (Barbie), Hasbro (Play-Doh), Sanrio (Hello Kitty), BBC Studios (Bluey and BBC Earth), Nickelodeon (Paw Patrol), Disney (Star Wars), Jazwares (Squishmallows), Mojang/Microsoft (Minecraft), Netflix (K-Pop Demon Hunters), and a co-branded line with PLAYMOBIL and Crayola; education IP is represented by The Young Scientists Club and The Magic School Bus. Horizon has accumulated industry recognition including Oppenheim Platinum and Gold Seals, Creative Child Magazine Awards, Family Choice Awards, and Toy Insider gift guide placements from 2016 through 2021.

The revenue model combines direct product sales through wholesale distribution with licensing royalties from IP partners. Products are sold via mass-market retailers (Amazon, Walmart, Target, Costco, Walgreens), specialty craft chains (Hobby Lobby, Michaels), department stores (Kohl's, Macy's, Barnes & Noble), regional retailers (Fred Meyer, Meijer, Kmart), and international markets in Canada and Mexico, with no direct-to-consumer storefront. Marketing is supported by the #HGUHappyMail influencer program (3-4 curated product packages per year to selected creators), earned media coverage in outlets including Good Housekeeping, Today Show, People.com, Yahoo, USA Today, and active social presence on Instagram, TikTok, YouTube, Facebook, and LinkedIn. The company reports 251-500 employees, has no disclosed funding rounds, and is founder/management-controlled under a privately held structure.

Name

Horizon Group USA

Legal name

Horizon Group USA, Inc.

Website

https://horizongroupusa.com

Company type

Private

Founded year

1912

Operating status

Operating

Headcount range

251–500 employees

Short description

Founded 1912 and headquartered in New Providence, NJ, Horizon Group USA designs DIY craft kits, STEAM educational products, and sensory play kits for children and tweens via proprietary sub-brands and entertainment IP licenses, sold through mass retailers like Walmart, Target, and Amazon.

Ownership category

akta.pro rank

Product category

Children's Craft and Activity Kits

NAICS

Doll, Toy, and Game Manufacturing (339930), Doll, Toy, and Game Manufacturing (33993), Toy and Hobby Goods and Supplies Merchant Wholesalers (423920)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Dolls & Stuffed Toys (3942)

akta.pro primary industry

Kids Crafts & Educational Craft Kits Retail (CRALACAG)

Keywords

• Children's craft kits
• DIY activity kits
• STEAM educational toys
• Sensory play products
• Licensed character toys

Headquarters

HQ city

Warren

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time product sales of D.I.Y. craft kits, activity sets, and STEAM educational toys through retail distribution channels including mass market, mid-tier, craft, and specialty sectors
2. Licensing Royalties: Revenue generated from licensing partnerships with major entertainment brands including Minecraft, Squishmallows, Hello Kitty, Barbie, Play-Doh, Bluey, Paw Patrol, BBC Earth, Star Wars, and others for branded product lines
3. Proprietary Brand Sales: Sales of owned brands including Made By Me!, SLIMYGLOOP, SLIMYSAND, Creative Roots, Just My Style, It's So Me, Braid-tastic, STMT, PopFizz, YOUniverse, and Think Box

Go-to-market motion3 records

Distribution channels13 records

Marketing channels9 records

Core offering

Horizon Group USA designs, develops, and distributes physical D.I.Y. craft kits, STEAM educational toys, sensory play kits, and tween activity products under proprietary brands such as Made By Me!, SLIMYGLOOP, SLIMYSAND, Just My Style, STMT, and Think Box. The company also produces licensed craft kits featuring entertainment brands including Minecraft, Squishmallows, Hello Kitty, Barbie, Play-Doh, Bluey, Paw Patrol, BBC Earth, and Star Wars. Products are sold wholesale to mass market, mid-tier, craft specialty, and department store retailers.

Product overview

Horizon Group USA is America’s leading provider of crafts and craft activity kits, operating since 1912 with a mission to fuel creativity for everyone. The company offers a diversified portfolio of physical craft and toy products organized into several sub-brands targeting different age groups and categories. For kids (ages 4+), the core offerings include Made By Me!® activity kits (sewing, pottery, rock art, window art), SLIMYGLOOP® and SLIMYSAND™ sensory play products, Color Zone® D.I.Y. activities, and Creative Roots™ garden-themed crafts. The STEAM division encompasses Youniverse (S.T.E.A.M. products for tween girls), The Young Scientist Club (science experiment kits), Think Box® (exploration-focused activities), and licensed Magic School Bus science kits. For tweens, the portfolio includes Just My Style® (jewelry making, scrapbooking, fashion arts), It's So Me!® (DIY cosmetics, nail art), STMT™ (modern DIY activities), PopFizz™ (bath bomb kits), Braid-tastic! (braiding systems), and Candi-Band Creator™ (bracelet making). The company also holds licensing partnerships with major entertainment properties including Minecraft, Squishmallows, Hello Kitty, Barbie, Play-Doh, Bluey, Paw Patrol, BBC Earth, Star Wars, K-Pop Demon Hunters, and others. Products are distributed through major retailers including Amazon, Walmart, Target, Kohl's, and specialty craft stores.

Differentiator

Problem solved

Functional benefit

Brands

• Made By Me!®: A line of activity kits spanning rock art, bead pets, stepping stones, wooden cars, and other craft projects promoting creativity for children.
• SLIMYGLOOP®
• SLIMYSAND™
• Creative Roots™
• Just My Style®
• It's So Me!®
• STMT™
• Braid-Tastic!
• PopFizz™
• Color Zone®
• YOUniverse
• Thinkbox®
• The Young Scientists Club
• The Magic School Bus
• Chalk Alive
• Story Magic
• Vendees
• Candi-Band Creator™

Products and services

• Made By Me!

Quantifiable outcome

• Award-winning product recognition with multiple Oppenheim Platinum Seals, Creative Child Magazine Awards, Toy Insider Holiday Gift Guide placements, and Family Choice Awards
• +2 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

19 partnerships are on record, tiered core and minor.

• MinecraftcoreOEM/ Whitelabel/ Licensing Partner · 15 May 2026Licensing agreement to develop and launch a new line of licensed products including tactile play items, STEM dig kits, and compounds. Marks company's official entry into the gaming fandom space. Products scheduled to debut summer 2026 at major retailers including Amazon and Walmart.
• SquishmallowscoreOEM/ Whitelabel/ Licensing PartnerLicensing partnership for Squishmallows-branded craft and activity products including Premium Cloud Slime kits
• Hello KittycoreOEM/ Whitelabel/ Licensing PartnerLicensing partnership for Hello Kitty-branded Ultimate Slime Set and other craft products
• Barbie (Mattel)coreOEM/ Whitelabel/ Licensing PartnerLicensing partnership for Barbie-branded products including Makeup Artist Magazine and related craft kits
• Play-Doh (Hasbro)coreOEM/ Whitelabel/ Licensing PartnerLicensing partnership for Play-Doh-branded Super Stretch compound and creative play products
• BlueycoreOEM/ Whitelabel/ Licensing PartnerLicensing partnership for Bluey-branded Aqua Art activity products
• Paw PatrolcoreOEM/ Whitelabel/ Licensing PartnerLicensing partnership for Paw Patrol-branded Water Bottle and related activity products
• BBC EarthcoreOEM/ Whitelabel/ Licensing PartnerLicensing partnership for BBC Earth-branded STEM products including Glowing Cave Mineral Dig kits featuring real gemstones and blacklight exploration
• Strawberry ShortcakeminorOEM/ Whitelabel/ Licensing PartnerLicensing partnership for Strawberry Shortcake-branded craft and activity products
• Care BearsminorOEM/ Whitelabel/ Licensing PartnerLicensing partnership for Care Bears-branded craft and activity products
• Star Wars (Disney)coreOEM/ Whitelabel/ Licensing PartnerLicensing partnership for Star Wars-branded craft and activity products available on Amazon
• K-Pop Demon HunterscoreOEM/ Whitelabel/ Licensing PartnerLicensing partnership for K-Pop Demon Hunters-branded products featuring Netflix animated series characters
• PLAYMOBIL (with Crayola)coreOEM/ Whitelabel/ Licensing PartnerStrategic partnership with PLAYMOBIL and Crayola for Color product line featuring washable coloring sets including Dog Salon and Skate Park products
• Life With BrothersminorGTM or Marketing PartnerInfluencer partnership through #HGUHappyMail program creating content featuring Horizon products
• Gillian BowerminorGTM or Marketing PartnerInfluencer partnership through #HGUHappyMail program creating content featuring Horizon products
• Doctor SquishminorGTM or Marketing PartnerInfluencer partnership through #HGUHappyMail program creating content featuring Horizon products
• Toy CaboodleminorGTM or Marketing PartnerInfluencer partnership through #HGUHappyMail program creating content featuring Horizon products
• Treasure Chest Surprise ToysminorGTM or Marketing PartnerInfluencer partnership through #HGUHappyMail program creating content featuring Horizon products
• Wijerama Family FoundationcoreStrategic or Co-development PartnerPhilanthropy partnership through Horizon's CEO's non-profit foundation supporting children through education, healthcare, and housing initiatives. Supports 20+ rural schools in Sri Lanka, 1,500+ students annually, preschool construction, pediatric palliative care, and community housing projects.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Mattel: Global toy incumbent and licensor of Barbie to Horizon. Operates across dolls, games, and craft-adjacent categories at massive scale, with materially greater negotiating leverage on retail shelf, licensing deals, and consumer marketing.
• Faber-Castell: Global art and craft supplies manufacturer with deep presence in kids coloring, drawing, and creative products. Competes with Horizon's Color Zone and Made By Me! paint and craft lines at Michaels, Walmart, and Target.
• Spin Master: Publicly traded global toy company with a portfolio that includes craft, sensory, and licensed franchise products. Competes with Horizon across multiple sub-brands and benefits from larger scale on licensing origination and retailer negotiation.
• Hasbro: Global toy incumbent and Play-Doh licensor to Horizon. Hasbro's Nerf, Play-Doh, and craft-adjacent lines compete for the same shelf space and tween/family buyer at Walmart, Target, and Amazon.

Direct peers

• Crayola: Owned by Hallmark Cards, Crayola is the leading kids arts-and-crafts brand and the most direct comparable to Horizon's Made By Me!, Color Zone, and STMT lines. Both companies serve the same retail buyers (Walmart, Target, Amazon, Michaels) with branded craft kits, art supplies, and creative play products for kids.
• Melissa & Doug: Privately held maker of children's wooden toys, craft kits, and activity products with deep mass-market and specialty retail presence. Competes head-to-head with Horizon's Made By Me! line in step-and-stone, paint-your-own, and craft kit categories at Walmart, Target, and specialty retailers.
• PlayMonster: Privately held toy and game company with extensive craft, sensory, and activity kit lines (including Kinetic Sand, which competes directly with SLIMYSAND). Comparable in retail channels (mass and specialty), price points, and target demographics of kids and tweens.
• Lakeshore Learning: Privately held educational products retailer and manufacturer (including craft and STEM kits). Competes most directly with Horizon's YOUniverse, Think Box, The Young Scientists Club, and Magic School Bus STEAM product lines in the educational-toy vertical.
• Alex Brands: A portfolio of craft, activity, and game brands (including Alex Toys, Poof, Bead Bazaar, Ideal) sold through the same mass and specialty channels as Horizon. Highly comparable on customer base, product type (DIY craft kits, jewelry making, fashion crafts), and licensing-led brand strategy.
• Klutz (Scholastic): Craft and activity kit brand owned by Scholastic, focused on kids DIY projects (slime, jewelry making, STEAM) with strong retail placement at Target, Walmart, and Barnes & Noble — overlapping Horizon's core shelf set and target age group.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/HorizonGroupUSA
• YouTubeyoutube.com/horizongroupusa
• Facebookfacebook.com/HGUSA
• LinkedInlinkedin.com/company/59061
• Instagraminstagram.com/horizongroupusa

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Horizon Group USA