What Vivid Toy Group does

Vivid Toy Group, legally Vivid Imaginations Limited, is a privately held UK-based toy and games company founded in 1992 and headquartered in Guildford, operating commercially under the Goliath Games and Vivid Toys and Games brand identities. The company manufactures and distributes physical toys and games across a broad portfolio of owned brands (Sky Dancers, Power Saber, Jelly Blox, Elefun, Clickeez, Triominos, Build a Bot, Nexcube, Lucky Duck Games, Crazy Aaron's Thinking Putty) and licensed brands (Bluey, Paw Patrol, Peppa Pig, Crayola, Fourth Wing), spanning categories from infant/preschool toys and dolls to action toys, puzzles, strategy games, and arts & crafts. Notable proprietary mechanisms include the pull-string flying doll system (Sky Dancers), the auto-extending and retracting saber with motion-based sound effects and in-hilt LED (Power Saber), and the soft sensory building system (Jelly Blox).

The company generates revenue through wholesale hardware sales to retail partners, with Smyths named as the major UK specialty toy retail partner and Amazon serving as the primary global e-commerce channel; the company also operates a direct-to-consumer storefront at vividtoysandgames.co.uk. Go-to-market combines product-led growth (broad portfolio refresh, trade show presence at UK Games Expo) with organic social marketing via Instagram and content marketing through its website. Leadership comprises CEO Antony Hicks, CFO Simon McIntosh, and Head of Marketing Darrell Jones, with no disclosed AI/ML technology stack; all product differentiation is mechanical, design-driven, or IP-licensed rather than software-driven. The company has no disclosed funding rounds, acquisitions, or ownership changes in the available data, suggesting independent, privately financed operations with European market focus.

Name

Vivid Toy Group

Legal name

Vivid Imaginations Limited

Website

https://vividtoysandgames.co.uk

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

101–250 employees

Short description

Vivid Toy Group is a privately held UK toy and games company (founded 1992) that manufactures and distributes owned brands like Sky Dancers, Power Saber, and Jelly Blox, alongside licensed products featuring Bluey, Paw Patrol, and Peppa Pig, to families and game enthusiasts via Smyths, Amazon, and direct e-commerce.

Ownership category

akta.pro rank

Headquarters

HQ city

Guildford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Toys and Games Sales: Manufacture and distribution of physical toys and games through retail partners and direct-to-consumer channels. Revenue generated from wholesale orders to retailers and individual consumer purchases via e-commerce.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Vivid Toy Group (operating as Goliath Games and legally Vivid Imaginations Limited) designs, manufactures, and distributes physical toys and games across categories including building systems, dolls, action toys, puzzles, arts and crafts, and board games. The company markets both proprietary product lines (Jelly Blox, Power Saber, Sky Dancers, Elefun, Triominos, Nexcube, Build a Bot, Clickeez, Lucky Ducks, Fourth Wing) and licensed properties (Paw Patrol, Peppa Pig, Bluey, Funko). Distribution occurs wholesale through major retailers and directly to consumers via the company's own e-commerce storefront.

Product overview

Vivid Toy Group (operating as Goliath Games and Vivid Imaginations Limited) is a toy and games manufacturer and distributor offering a diverse portfolio of physical products across multiple categories. The portfolio includes building and construction toys (Jelly Blox, CLICKEEZ), action toys (Power Saber, Build a Bot), dolls and collectibles (Sky Dancers line, FIERCELINGS), arts and crafts (Colorific), and board games (Triominos, Lucky Ducks, Fourth Wing). The company also distributes licensed products including Paw Patrol, Peppa Pig, Bluey, and Fourth Wing. Gaming products span strategy games, family games, puzzles (Nexcube speed cubes), and collectible games. The product architecture is organized by retail categories: Toys (Infant & Preschool, Collectibles & Pocket Money, Arts & Crafts, Interactive Pets & Plush, Dolls & Playsets, Outdoor & Sports, Action & Adventure) and Games (Kids, Family, Adult Trend, Strategy, Licensed, Puzzles). The company also holds the distribution rights for third-party brands including Lucky Duck Games and PlayMonster Games.

Differentiator

Problem solved

Functional benefit

Brands

• Sky Dancers: Flying doll toy line featuring characters that dance, glide and fly through the air
• Power Saber
• Nexcube
• Triominos
• Build a Bot
• Jelly Blox
• Clickeez
• Crazy Aaron's Thinking Putty
• Lucky Duck Games
• PlayMonster Games

Products and services

• Jelly Blox Unique building system featuring soft, safe, sensory construction where kids can squeeze, stretch, and squish interlocking pieces for engaging tactile play.
• Clickeez Collectible building system where pieces click and connect to create endless colourful designs.
• Fourth Wing Board Game Board game where players compete for glory and prove they are worthy of becoming Wing Leader.
• Fiercelings Collectibles that kids can customise and accessorise to create their own unique look.
• Lucky Ducks Motorised pond that spins rubber ducks in circles while children race to match shapes.
• Elefun Fast-paced family game where players catch colourful butterflies as Elefun blows them into the air.
• Butt Face Chester Cheeks Squeeze, stretch and jiggle toy for laugh-out-loud sounds and silly dance party fun.
• Cock-a-Doodle Competitive game where players build suspense and wake the most animals before the rooster squawks to win.
• Don't Wake Dad Bluey Bluey-themed family adventure game where players sneak past Dad and reach the pavlova first.
• Crazy Aaron's Thinking Putty Stretchable, sculptable sensory putty for creative play and exploration.
• Power Saber World's first fully auto extending and retracting saber with motion-based sound effects, flash on clash technology, and in-hilt LED lighting for ages 6 and up; extends to 35 inches/90cm; available in Red and Green versions.
• Sky Dancers Doll Line Flying dolls that dance, glide, and fly through the sky from decorated launch bases via a pull-string activated mechanism requiring no batteries; line includes characters such as Miss Mint, Purple Licious, Fuchsia Fantasy, and Turquoise Twinkle (winner of Best Doll Toy in Mumsnet Christmas Toys).
• Nexcube Speed Cube Line Speed cube line featuring anti-friction design with hyper-smooth movements, fully customisable tension, stickerless construction, and world-record-capable performance; includes 2x2, 3x3, 4x4 variants and a combo pack.
• Build a Bot Robot building toy with over 20 parts to create a custom robot friend, featuring sticker decoration, easy snap-together assembly, and an educational lesson about how parts work together; available in Paw Patrol Chase, Marshall, and Skye character packs.
• Triominos Tactical game using triangular numbered bricks that promotes strategic thinking, cognitive skill development, and multigenerational family play; available in Deluxe (ages 6+) and Junior (ages 5+) variants.
• Colorific Arts and Crafts Reusable colouring and creative play product line with Peppa Pig themed doodle sets, doodle wheels, doodle buddies, and a Colour and Style Unicorn set designed for young children's creative engagement.
• Funko Games Licensed games product line featuring Funko-branded tabletop gaming products distributed under the Goliath portfolio.

Named customers2 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Emerging players

• PlayMonster: US-based games and toy company whose products Vivid distributes in Europe via its 'PlayMonster Games' sub-brand. Closely tied commercially and overlapping in family and strategy games.
• Lucky Duck Games: European board-game publisher whose titles Vivid distributes via its 'Lucky Duck Games' sub-brand. Direct commercial partnership with overlap in adult-trend and strategy board game categories.

Broad incumbents

• Spin Master: Global toy and entertainment company known for innovation-led products (Hatchimals, Kinetic Sand, PAW Patrol). Comparable in licensing relationships and innovation focus, but substantially larger and publicly listed.
• Hasbro: Global toy and games giant (Monopoly, Play-Doh, Nerf, Magic: The Gathering). Comparable as both a competitor and licensor of brands Vivid may work with, and a dominant player in the games category.
• Mattel: Global toy incumbent (Barbie, Hot Wheels, Fisher-Price). Comparable as an upstream licensor and category competitor; Vivid licenses some Mattel-style IP but operates at a much smaller scale.

Regional players

• Addo Play: Scandinavian-based toy company with similar multi-category product range (outdoor, games, dolls, licensed) and pan-European distribution. Comparable in scale and business model but operating from Northern Europe.

Direct peers

• Character Group: UK-listed independent toy and games company distributing character-licensed and own-brand toys through similar UK retail channels (Smyths, Argos, Amazon). Closely comparable in product mix, licensing model, and customer base.
• Flair Leisure Products: UK-based toy distributor and manufacturer with a comparable multi-category portfolio (plush, games, outdoor, licensed) and similar European retail relationships. Competes directly for shelf space in UK mass-market and specialty retail.
• MV Sports & Leisure: UK-based toy and sporting goods distributor with comparable product breadth and similar mass-market retail customers. Overlaps in outdoor toys and pocket-money categories.
• John Adams Leisure: UK independent toy company specialising in board games, puzzles, and family entertainment products. Direct overlap in Triominos-style strategy and family board game categories that Vivid also distributes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/goliath_games_uk

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 Vivid Toy Group