The Little Prince

What The Little Prince does

The Little Prince (הנסיך הקטן), legally The Little Prince Company - Aviv v'Oren Ltd., is an Israeli privately-held importer, distributor, and online retailer founded in 1994 and headquartered in Yavne, Israel. The company specializes in bringing licensed international baby care and toy brands to the Israeli consumer market, holding official importer status for more than 30 global brands including Tommee Tippee (baby bottles, pacifiers, feeding accessories), Bluey, Super Wings, Fireman Sam, Fingerlings, Hey Clay, Zimpli, Prime 3D, MELI building blocks, Goo Jit Zu, Keeeper, and LOVI. Its product catalog spans licensed character toys, stretch/squishy figures, building and construction sets, 3D puzzles, creative clay and slime products, interactive dolls, vehicles, and infant care items, with unit pricing ranging from under 50 ILS for entry-level products to over 400 ILS for premium playsets.

The company operates a hybrid distribution model. Through its D2C e-commerce site (littleprince.co.il) it sells directly to Israeli parents and families, while in parallel acting as a B2B wholesale distributor supplying branded inventory to other Israeli retailers and resellers. Marketing is conducted via a Hebrew-language blog covering children's play activities and screen-time alternatives, supplemented by social sharing across Facebook, Twitter, LinkedIn, WhatsApp, and email. Operations are run from a single headquarters in Yavne on Sunday-Thursday business hours, with a small team of 11-50 employees. The company is owned by founders Aviv and Oren under a partnership structure, with no disclosed institutional investors, parent company, or subsidiaries.

The business model is straightforward branded-goods distribution: revenue is generated through one-time retail unit sales (both D2C and B2B) of imported inventory. There are no subscription, licensing-out, SaaS, or service revenue streams disclosed. The company's competitive position rests entirely on its portfolio of exclusive territorial import agreements and its 30-year operating track record in the Israeli market; its expansion into home/kitchen brands (Dyson, Kenwood, DeLonghi, Joseph Joseph) is a recent vertical extension that signals intent to broaden the addressable wallet of its parent-customer base.

Name

The Little Prince

Legal name

The Little Prince Company - Aviv v'Oren Ltd. (חברת הנסיך הקטן - אביב ואורן בע"מ)

Website

https://littleprince.co.il

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

The Little Prince (הנסיך הקטן) is an Israeli importer, distributor, and D2C online retailer founded in 1994 and headquartered in Yavne, selling licensed baby care and toy products from 30+ international brands to Israeli parents, families, and retail resellers.

Ownership category

akta.pro rank

Product category

Toy and Baby Products Retail

NAICS

Hobby, Toy, and Game Retailers (45912), Other Miscellaneous Retailers (4599)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Traditional Toy Stores (CRALAFAA)

akta.pro secondary industries

Dolls, Plush & Action Figures Retail (CRALAFAD), Outdoor & Ride-On Toys Retail (CRALAFAC)

Keywords

• Baby toys retail
• Toy importation
• Baby care products
• Licensed brand distribution
• Children's products

Headquarters

HQ city

Pennsylvania Furnace

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail Sales: The company operates an e-commerce website selling toys and baby products directly to consumers in Israel. Revenue comes from retail sales of imported branded products.
2. B2B Distribution: As an official importer and distributor, the company supplies branded toys and baby products to other Israeli retailers and businesses.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

The Little Prince is an Israeli importer and retailer that operates an e-commerce platform (littleprince.co.il) selling branded baby products, toys, and feeding accessories. The company functions as the official Israeli distributor for more than 30 international brands including Tommee Tippee, Bluey, Fireman Sam, Super Wings, MELI, Keeeper, and Fingerlings. It sells directly to Israeli parents and families via its own website and also supplies products wholesale to other retailers in Israel.

Product overview

The Little Prince (הנסיך הקטן) is an Israeli retail company founded in 1994, headquartered in Yavne, Israel, that operates as an official importer and marketer of baby and toy products from leading global brands. The company operates an e-commerce platform (littleprince.co.il) and distributes physical products across multiple licensed brand categories including children's entertainment series toys (Bluey, Super Wings, Fireman Sam, Goo Jit Zu, Fingerlings), creative/art products (Hey Clay, Zimpli, Prime 3D puzzles), building toys (MELI assembly blocks), baby care products (TOMMEE TIPPEE, LOVI feeding accessories), and proprietary safety products (Buggy Lights stroller lights, Keeeper potty training equipment). The product portfolio is organized into categories for children's series, stretch toys, assembly games, creative supplies, interactive dolls, vehicles, and infant/toddler care products.

Differentiator

Problem solved

Functional benefit

Brands

• The Little Prince: Main retail brand for baby products and toys imported from leading global brands in Israel

Products and services

• Bluey (בלואי) Imported branded toy line based on the Bluey Australian children's TV series, including playsets, figures, plush dolls, and board games featuring Bluey characters for young children.
• Super Wings (מטוסי על) Imported transformable airplane toys and playsets from Alpha Group based on the Super Wings animated series, including characters such as the Tino dinosaur robot across multiple seasons for children.
• Fireman Sam (סמי הכבאי) Imported fire trucks, rescue vehicles, fire stations, and action figures themed around the Fireman Sam British children's animated series for young children.
• Goo Jit Zu (גו ג'יט זו) Imported stretchy, goo-filled superhero and character figures that stretch and return to shape, including sub-lines themed around Marvel, DC, Minecraft, Star Wars, and Sonic.
• MELI (מלי) Building Blocks Imported building block and assembly toy brand using flexible, puzzle-like pieces that allow children to create 2D and 3D constructions, available in BASIC and MINIS series with various piece counts.
• Hey Clay (היי קליי) Imported colorful modeling clay brand with themed sets and individual character sculpting kits that allow children to sculpt characters and creatures.
• Fingerlings (פינגרלינגס) Imported interactive finger puppet toys from WowWee featuring monkeys and other animals with interactive features for young children.
• Tommee Tippee Imported UK-based baby care brand products including baby bottles, pacifiers, feeding accessories, breast pumps, sterilizers, and GRO sleep accessories for infants and toddlers.
• LOVI (לאבי) Imported Polish baby brand specializing in infant feeding products, including LOVI bottles, pacifiers, and feeding accessories from the Natural Feeling line.
• Prime 3D Puzzles Imported 3D puzzles featuring licensed characters from franchises such as Marvel and Spider-Man, available in various piece counts and themes.
• Zimpli (זימפלי) Sensory Play Imported sensory play products including slime powders, gel bafs, SnoPlay snow powders, Baff Bombs, and Gelli World play kits for creative play.
• Buggy Lights Ladybug-shaped LED safety lights that attach to strollers and buggies for visibility in low-light conditions, available in red, black, and white colors with flashing and steady modes.
• Keeeper Potty Training Products Imported toddler potty training equipment including toilet seat reducers, step stools, and bath seats in various licensed character designs from the Keeeper brand.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core.

• Tommee TippeecoreChannel Partner/ Reseller/ DistributorThe Little Prince is the official importer and distributor of Tommee Tippee baby products in Israel, including bottles, pacifiers, nursing accessories, feeding tools, bath products, and sleep accessories.
• BlueycoreChannel Partner/ Reseller/ DistributorOfficial importer and seller of Bluey branded toys and products in Israel, including playsets, figures, and gift sets featuring characters from the popular Australian animated series.
• Super WingscoreChannel Partner/ Reseller/ DistributorOfficial importer of Super Wings (Alpha Group) toys in Israel, including transformable character toys, playsets, and action figures from the animated series.
• KeeepercoreChannel Partner/ Reseller/ DistributorOfficial importer of Keeeper brand potty trainers, step stools, and toddler bathroom products in Israel.
• MELIcoreChannel Partner/ Reseller/ DistributorOfficial importer of MELI building blocks and construction toys in Israel, including BASIC, MINIS, and various sets.
• Prime 3DcoreChannel Partner/ Reseller/ DistributorOfficial importer of Prime 3D puzzles in Israel, including 3D puzzles in various piece counts and themes.
• Fireman SamcoreChannel Partner/ Reseller/ DistributorOfficial importer of Fireman Sam toys and playsets in Israel, including rescue vehicles, figurines, and fire stations.
• Hey ClaycoreChannel Partner/ Reseller/ DistributorOfficial importer of Hey Clay creative clay sets and sculpting toys in Israel.
• FingerlingscoreChannel Partner/ Reseller/ DistributorOfficial importer of Fingerlings interactive finger puppet toys in Israel.
• Zimpli KidscoreChannel Partner/ Reseller/ DistributorOfficial importer of Zimpli Kids slime and sensory play products in Israel.

Scale indicators2 records

Recent moves3 records

Expansion highlights4 records

Others

• Character Group: UK-based toy company and licensor whose brands (Fireman Sam, Hey Clay, Goo Jit Zu, Peppa Pig) are distributed in Israel by The Little Prince; comparable as the upstream licensor partner archetype.

Emerging players

• WowWee: Hong Kong/Canadian toy maker whose Fingerlings brand is distributed by The Little Prince in Israel; useful comparable for the licensing/importer-toy-maker side of the value chain.

Direct peers

• Miki Toys (מיקי צעצועים): Israeli importer and retailer of international toy brands with both D2C e-commerce and B2B wholesale distribution, operating a directly comparable model to The Little Prince in the same Israeli market.
• Yeladot (ילדות): Established Israeli specialty retailer focused on toys, baby products, and children's goods, carrying international licensed brands and serving parents through both online and physical channels.
• Crazy Baby: Israeli online specialty retailer of baby and toddler products, carrying international brands (similar to Tommee Tippee/LOVI lines) and competing for the same parent customer base in the same geography.
• Buy Me Toys / Tapuz Toys: Israeli online toy retailer carrying international licensed and educational toy brands, directly competing for the same parent shoppers via D2C e-commerce.

Broad incumbents

• Mothercare Israel: International baby and toddler goods retailer with Israeli operations offering a comparable assortment of bottles, feeding accessories, nursery items, and baby care products.
• Shufersal Baby: Israel's largest grocery and general merchandise chain with a dedicated baby/kids section offering toys and baby products alongside broader household assortment, providing scale competition.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/littleprince.co.il
• LinkedInlinkedin.com/company/little-prince

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 The Little Prince