WeCool Toys
WeCool Toys is a US-based designer and manufacturer of sensory slime, DIY craft kits, LED light-up RC vehicles, and activity toys marketed to children ages 4–10+ and sold through Target, Walmart, Amazon, Five Below, and its DTC Shopify storefront.
- Company typePrivate
- Founded2016
- HeadquartersPoint Pleasant Beach, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What WeCool Toys does
WeCool Toys is a US-based private designer and manufacturer of sensory and creative-play toys founded in September 2016 by Jeff Osnato (former Toys "R" Us Arts & Crafts buyer with 25+ years at Tyco Toys and Mattel) and Ross Alber (20+ year toy industry sales representative with China compound factory connections). Headquartered at 801 Arnold Ave, Point Pleasant, NJ, the company operates a multi-brand portfolio anchored by Compound Kings (award-winning slime and sensory compounds such as Butter Slime, Butter Cloudz, Fluffy Slime, Clearz, Glitzy, Bingsu, Jelly Cubes, and Sand Cloudz), Activity Kings (DIY craft kits including 3D sticker makers, tie-dye sets, scrunchie looms, and digital lockers), Magic Trace (light-to-draw activity sets), LumiTEK (LED light-up RC vehicles and drones), LumiGlow (DIY room lights), Jelly Bands, Puzzle Kings, Crazy Cleanz, and Game Kings. Proprietary technology centers on non-toxic, lab-tested, gluten- and soy-free, reusable slime formulations with proprietary butter-slime textures, non-sticky and non-drying properties, and long-lasting scents.
WeCool Toys firmographics
Firmographics- Name
- WeCool Toys
- Legal name
- WeCool Toys
- Website
- https://wecooltoys.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- WeCool Toys is a US-based designer and manufacturer of sensory slime, DIY craft kits, LED light-up RC vehicles, and activity toys marketed to children ages 4–10+ and sold through Target, Walmart, Amazon, Five Below, and its DTC Shopify storefront.
- Ownership category
- akta.pro rank
WeCool Toys industry classification
Industry- Product category
- Children's Toys
- NAICS
- Hobby, Toy, and Game Retailers (459120), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Traditional Toys Distribution (CRAOAMAA)
- akta.pro secondary industries
- Digital/Interactive Toys & Accessories Distribution (CRAOAMAJ), Educational Supplies & Learning Toys Retail (CRALAIAL), Educational/Children’s Learning Games & Puzzles Retail (CRALALAN)
Keywords
Where WeCool Toys is headquartered
LocationHeadquarters
- HQ city
- Point Pleasant Beach
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
WeCool Toys business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Direct E-commerce Sales: Products sold directly to consumers through their Shopify-powered online storefront at wecooltoys.com. Customers can purchase individual items, gift cards, and bundles.
- Wholesale/Retail Distribution: Products distributed through major retail chains including Target, Walmart, Amazon, and Five Below. Products available at major retailers for holiday and everyday toy purchasing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Gift Cards |
| Unit Pricing | Pay-as-you-go | ACTIVITY KINGS DIY 3D Sticker Maker |
| Unit Pricing | Pay-as-you-go | LumiTEK LED R/C Drones |
| Unit Pricing | Pay-as-you-go | DIY Activity Sets |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
WeCool Toys product offering
Product offeringCore offering
WeCool Toys designs, manufactures, and sells sensory slime compounds, DIY craft activity sets, light-up remote-control vehicles, and related children's toys under a portfolio of sub-brands including Compound Kings, Activity Kings, Magic Trace, and LumiTEK. Products are sold direct-to-consumer through the wecooltoys.com Shopify storefront and through major retail partners including Target, Walmart, Amazon, and Five Below, primarily targeting children ages 4-10+ with a focus on non-toxic, creative, and screen-free play.
Product overview
WeCool Toys is a global designer and manufacturer of dynamic toys, crafts, compounds and more. The company operates a multi-brand portfolio centered around creative play and sensory products. The core offerings include Compound Kings (award-winning slime and sensory compounds), Activity Kings (DIY craft and activity sets), and several specialized sub-brands including LumiTEK (light-up RC vehicles/drones), LumiGlow (DIY room lights), Magic Trace (light-to-draw activity sets), Nichole Jacklyne (premium slime collaboration), Jelly Bands (scented bracelets), and Puzzle Kings (puzzles and games). The company also holds licensing agreements with major franchises including Minecraft and Harry Potter for upcoming product launches in Fall/Winter 2026, and has a partnership with Mattel for Barbie and Hot Wheels branded products. All products are designed for children ages 4+ with a focus on sensory play, creativity, and non-toxic materials.
Differentiator
Problem solved
Functional benefit
Brands
- Compound Kings: Award-winning slime and compound brand featuring Butter Slime, Butter Cloudz, Glitzy, Bingsu, and other slime varieties
- Activity Kings
- Magic Trace
- LumiTEK
- LumiGlow
- Nichole Jacklyne
- ILY
- Crazy Cleanz
- Puzzle Kings
- Game Kings
- Jelly Bands
Products and services
- Compound Kings Award-winning slime and sensory compound brand offering Butter Slime, Fluffy Slime, Clearz, Glitzy, Bingsu, Jelly Cubes, and Sand Cloudz varieties. Products are non-toxic, reusable, and available in multiple scents; designed for children ages 4+.
- Activity Kings DIY craft and activity sets including 3D Sticker Makers, Tie Dye Kits, Scrunchie Looms, Digital Lockers, Lightboxes, and jewelry-making kits for children ages 4+.
- Magic Trace Light-to-draw drawing and coloring activity sets with themed pages and dual-tipped markers for children ages 6+.
- LumiTEK R/C Remote-control vehicles and drones featuring futuristic LED piping technology, including LED BOLT UFO Drones and LED BOLT Mini Drones with customizable light-up designs.
- LumiGlow DIY room lights and neon sign kits featuring heart, butterfly, and neon designs with flexible silicon LED strips and soft unbreakable neon tubes. USB and battery powered.
- Nichole Jacklyne Slime Collection Collaborative slime line with Slime Queen Nichole Jacklyne featuring crystal clear scented slime products, including the Crystal Clearz Slime Bucket DIY Slime Kit.
- ILY Activity Kings Newer DIY activity set line under Activity Kings including 3D Sticker Makers, Tie Dye Kits, Scrunchie Looms, Hydro Bottles, and jewelry accessories.
- Jelly Bands Scented, stretchy, customizable bracelets with pop-in beads. Latex-free and suitable for ages 6+.
- Puzzle Kings Puzzles and board games including magnetic chess sets and wooden character animal chess sets.
- Mattel Partnership Products (Barbie and Hot Wheels) Licensed Barbie and Hot Wheels-branded compounds and activities developed in partnership with Mattel.
- Butter Cloudz Scented fluffy butter slime compound tubs in flavors such as Orange Crush, Red Cherry, Yellow Banana, Purple Grape, Bright Blueberry, White Marshmallow, and Pink Cotton Candy. Non-toxic, non-sticky, stress-relieving tactile toy.
- WeCool Toys Gift Cards Digital gift cards available in $10, $25, $50, and $100 denominations, delivered via email after purchase.
Quantifiable outcome
- Products launched in 35 countries
- +1 more outcomes
Companies that use WeCool Toys
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles1 record
WeCool Toys technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
WeCool Toys partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Nichole Jacklynecore2020 collaboration with Slime Queen Nichole Jacklyne to develop the Nichole Jacklyne Slime line featuring Crystal Clearz Slime Bucket - DIY Slime Kit. Products designed for sensory play with non-toxic, non-sticky, non-drying formulations.
- Toy InsiderminorMedia partnership resulting in multiple award recognitions including Top Holiday Toys Award 2022 and 12 Under $20 Winner 2021. Products featured in Toy Insider holiday guides and gift recommendations.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
WeCool Toys competitors and assessment
Company assessmentBroad incumbents
- Hasbro: Major toy conglomerate behind Play-Doh and other compound/creative-play brands. Comparable as a competitor in compound toys and as a likely bidder in any future slime or licensed-toy category expansion.
- Spin Master: Large publicly traded toy company that owns Kinetic Sand, Hatchimals, and similar sensory/compound toy lines. Comparable as a category overlap (sensory compounds, kids' activities) but at substantially greater scale and broader portfolio.
- Crayola (Hallmark): Dominant children's arts-and-crafts brand. Comparable as an incumbent in the kid creative-play space that WeCool Toys' Activity Kings line directly competes with on shelf and through similar retail channels.
- Mattel: Global toy major and current licensing partner of WeCool Toys (Barbie, Hot Wheels). Comparable as both a peer in compound/creative play toys and as a counterparty whose licensing terms shape WeCool's product roadmap.
- Nickelodeon Slime (Viacom): Licensed slime products from Nickelodeon parent ViacomCBS, sold at mass retailers. Directly competes with Compound Kings on the same shelf in the same category and at overlapping price points.
Emerging players
- Learning Resources: Educational toy and activity-set maker serving the same parent-and-teacher buyer through similar retail and DTC channels. Comparable to Activity Kings in the kids' craft/learning kit positioning and mass-market distribution.
- Thames & Kosmos: Independent maker of science and craft kits for kids sold in specialty and mass channels. Comparable to Activity Kings as a craft/STEM-adjacent activity-toy brand with similar retail relationships.
Direct peers
- Toysmith: Small US-based toy manufacturer focused on novelty, science, and craft toys distributed through mass retailers. Comparable in size, product breadth, and wholesale channel reliance.
- Moose Toys: Mid-sized toy manufacturer behind categories like slime, sensory compounds, and TikTok-driven novelty toys. Closely comparable to WeCool in scale, channel mix (mass + specialty), and category focus on trendy play compounds.
- Crazy Aaron's Thinking Putty: Specialty manufacturer of sensory/stress-relief putty compounds sold through retail and DTC. Direct niche competitor to Compound Kings in the tactile, scented, novelty compound category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
WeCool Toys social profiles
Digital presenceWeCool Toys financial estimates
Financial estimateRevenue estimate
Valuation estimate
WeCool Toys leadership team
Management profileNumber of profiles
Profiles2 records
WeCool Toys funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WeCool Toys M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WeCool Toys
What does WeCool Toys do?
WeCool Toys designs, manufactures, and sells sensory slime compounds, DIY craft activity sets, light-up remote-control vehicles, and related children's toys under a portfolio of sub-brands including Compound Kings, Activity Kings, Magic Trace, and LumiTEK. Products are sold direct-to-consumer through the wecooltoys.com Shopify storefront and through major retail partners including Target, Walmart, Amazon, and Five Below, primarily targeting children ages 4-10+ with a focus on non-toxic, creative, and screen-free play.
Is WeCool Toys a public or private company?
WeCool Toys is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was WeCool Toys founded?
WeCool Toys was founded in 2016. It employs 1 to 10 people.
Where is WeCool Toys based?
WeCool Toys is headquartered in Point Pleasant Beach, United States, in the North America region.
How does WeCool Toys make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale/Retail Distribution.
Who are WeCool Toys's main competitors?
Broad incumbents on record are Hasbro, Spin Master, Crayola (Hallmark), Mattel and Nickelodeon Slime (Viacom). Emerging players are Learning Resources and Thames & Kosmos. Direct peers are Toysmith, Moose Toys and Crazy Aaron's Thinking Putty.
Does WeCool Toys have an API?
No public API is recorded for WeCool Toys.
What industry is WeCool Toys in?
WeCool Toys's product category is Children's Toys. Its primary akta.pro industry code is CRAOAMAA, Traditional Toys Distribution, with a secondary code of CRAOAMAJ, Digital/Interactive Toys & Accessories Distribution. Its NAICS code is 459120 and its SIC code is 3944.