Top Secret Toys

What Top Secret Toys does

Top Secret Toys LLC is a privately held, founder-owned toy manufacturer and direct-to-consumer retailer headquartered at 1300 W Washington Blvd, Chicago, IL, with a customer-contact address in Randolph, NJ. The company was founded by veteran toy inventors who previously created products for over 400 companies, including Fisher-Price (PIXTER touch-screen drawing toy), Bally and Williams pinball, and McDonald's premiums. Its portfolio spans four primary categories — Flying Toys (Hovertech sub-brand: Aero-Storm, Hovertech Drone Battle, Aero-Drone 360, Aero-Pilot Mini R/C Helicopter, Quack-Shot), Virtual Pets (the revived GigaPets brand with new hardware and an Augmented Reality feature), STEM (Dissect-It synthetic dissection kits using a proprietary gelatinous material, Discover-It companion kits, PreCasso drawing device, Thumbler fidget), and Games (ZoomQube, Jitterbug, Fish Food) — plus novelty items such as Gooblins and SpinPop motorized lollipops. Core technology rests on multiple granted US patents: a self-starting micro air-engine, electronically controlled auto-hovering flying-target technology, infrared sensor hover with inductive suspension, and a proprietary gelatinous slime material.

The business operates a multi-channel sales model anchored on a Shopify-powered DTC website (topsecrettoys.us), supplemented by wholesale distribution to independent toy retailers (minimum order $300 USD) and a direct Amazon.com storefront. The company explicitly excludes Amazon and Walmart resellers from wholesale, preserving pricing control on its direct-from-inventor positioning. Pricing ranges from $5.99 to $84.00, with most products priced $9.99-$29.99; free shipping kicks in at $35. Customer segments are horizontal: parents and gift buyers (primary), children ages 4-6+ as end users, and wholesale toy retailers. Marketing relies on Instagram, Facebook, and YouTube presence, a Top Secret Toys Club email membership offering pre-orders and discounts, and an interactive on-site toy quiz.

The company is small (11-50 employees), discloses no revenue, has no institutional funding or external investors, and is founder-owned. Its stated geography is the United States, although the team is described as global in composition. The product mix blends 1990s nostalgia revivals (GigaPets, Aero-Storm, SpinPop) with newer STEM and AR-enabled offerings, and is supported by an unusually concentrated IP and inventor-talent base for a company of its size.

Name

Top Secret Toys

Legal name

Top Secret Toys LLC.

Website

https://topsecrettoys.us

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Top Secret Toys LLC is a privately held, founder-owned Chicago-based toy manufacturer that sells STEM toys, virtual pets (GigaPets), flying toys (Hovertech), and games directly to consumers through its Shopify website, an owned Amazon store, and selective wholesale to independent toy retailers.

Ownership category

akta.pro rank

Product category

Toys & Games

NAICS

Hobby, Toy, and Game Retailers (459120), Hobby, Toy, and Game Retailers (45912), Doll, Toy, and Game Manufacturing (339930), Doll, Toy, and Game Manufacturing (33993)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Educational & Learning Toys Retail (CRALAFAB)

akta.pro secondary industries

Collectibles, Trading Cards & Blind Box Toys Retail (CRALAFAI), Digital/Interactive Toys & Accessories Distribution (CRAOAMAJ)

Keywords

• Flying toys
• Virtual pets
• STEM toys
• Toy manufacturing
• Novelty toys

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (DTC E-commerce): Revenue generated from direct sales of toys through the company's own e-commerce website (topsecrettoys.us) powered by Shopify. Consumers purchase products individually at listed prices with free shipping on orders $35+. This is the primary revenue stream.
2. Wholesale Distribution: Revenue from wholesale orders to retailers with a minimum order of $300 USD. The company distributes through wholesale channels to toy stores and other retailers.
3. Amazon Marketplace Sales: Revenue from sales through Amazon.com store, with one year warranty on products purchased directly from their Amazon store.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Top Secret Toys designs, manufactures, and sells physical toy products — including flying toys (airplanes, drones, helicopters, flying targets), virtual pet devices (GigaPets line), STEM learning kits (Dissect-It synthetic dissection, Discover-It labs, PreCasso drawing device, gyroscopic Thumbler fidgets), and electronic/board games — direct to consumers through its own e-commerce storefront, with supplemental wholesale distribution to independent retailers and an Amazon store.

Product overview

Top Secret Toys is a direct-to-consumer toy company founded by experienced toy inventors, specializing in STEM toys, Virtual Pets, Flying Toys, and Games. The company ships toys directly from inventors to consumers through its e-commerce platform. The product portfolio includes: Flying Toys (Aero-Storm Airplane, Hovertech Drone Battle, Aero-Drone 360, Aero-Pilot Mini R/C Helicopter, Quack-Shot); Virtual Pets under the GigaPets brand (Pixel Puppy, Virtual Unicorn, Tech T-Rex, StarCat/CompuKitty, Pixie, Cryptids, Bit Bunnies, Floppy Frog, Trolls); STEM toys (PreCasso drawing device, Dissect-It synthetic dissection kits with various animal specimens, Dissect-It Discover-It complete learning sets, Thumbler fidget spinner, Thumbler Wand); Games (ZoomQube electronic memory cube, Jitterbug multiplayer game, Fish Food card game); and novelty items (Gooblins unboxing toys, SpinPop motorized lollipop holders). The company positions itself as offering innovative toys directly from inventors with early access and discounts through the Top Secret Toys Club membership program.

Differentiator

Problem solved

Functional benefit

Brands

• Hovertech: Brand for self-flying indoor drones, helicopters, and target drones including Aero-Storm Airplane, Hovertech Drone Battle, Aero-Drone 360, and Quack-Shot.
• GigaPets
• Dissect-It
• Discover-It

Products and services

• Aero-Storm Airplane Air-powered stunt flying airplane with a patented self-starting micro air-engine requiring no batteries; performs acrobatics including corkscrews, loopty loops, and bank turns with real engine sounds. For children interested in flying toys.
• Hovertech Drone Battle Patented electronically controlled auto-hovering flying target designed for use with foam dart blasters. Includes 1 Battle Drone, 2 Precision Blasters, 12 Foam Darts, and USB Charger. For indoor target-shooting play.
• Aero-Drone 360 Hand-operated drone using advanced infrared sensor hover technology and inductive suspension; features up-, down-, and side-sensing with collision protection for safe indoor hand-controlled flight without a remote.
• Aero-Pilot Mini R/C Helicopter Palm-sized indoor helicopter with built-in gyro chip for stability and a dual-joystick IR remote control with trimming and maneuver capabilities; charges via USB with up to 5 minutes flight time.
• Quack-Shot Self-flying duck drone target game using ceiling sensors for floating; includes a double-barrel dart shotgun. The duck detects dart hits and falls from the sky.
• GigaPets Pixel Puppy Collector's Edition virtual pet revival of the 1990s toy featuring new animations, improved graphics, larger speaker, improved battery life, glossy translucent housing, and keychain design.
• GigaPets Virtual Unicorn Collector's Edition virtual pet unicorn with upgraded hardware, new animations, improved battery life, and glossy translucent housing.
• GigaPets Tech T-Rex Collector's Edition virtual pet dinosaur with new animations, improved battery life, and upgraded hardware.
• GigaPets StarCat/CompuKitty Dual virtual pet device offering the original 1997 CompuKitty software code alongside a new magical StarCat with fortune-telling features; includes 4 different games and secret evolutions.
• GigaPets Pixie Advanced virtual pet featuring element collection, potion mixing, 8 different evolution paths, 4 mini games, and progressively increasing difficulty.
• GigaPets Cryptids Virtual pet line featuring mysterious cryptids (Bigfoot, Loch Ness Monster, Mothman); 3 pets per device, 7 evolutions, 13 mini games; cryptids run away instead of dying.
• GigaPets Bit Bunnies Virtual pet bunny family simulator where one bunny grows into an adult, becomes a mama, and gives birth to two additional bunnies; 13 mini games and 7 evolutions.
• GigaPets Floppy Frog Updated version of the 1990s virtual pet frog with new animations, full sound effects, translucent housing, 5 evolutions, and 9 different games.
• GigaPets Trolls

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Independent Toy Retailers (Wholesale)coreChannel Partner/ Reseller/ DistributorTop Secret Toys distributes through wholesale to independent toy stores and specialty retailers with a $300 minimum order. They explicitly do not work with Amazon or Walmart resellers. This is a key distribution channel alongside their direct-to-consumer e-commerce business.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Spin Master: Spin Master is a major global toy manufacturer that owns the Air Hogs brand (original AeroStorm) and produces flying toys, games, and innovative electronic toys. It directly overlaps with Top Secret Toys' flying toy and game categories but operates at vastly larger scale with entertainment licensing and global retail.
• Wham-O: Wham-O owns heritage toy brands like Frisbee, Hula Hoop, Slip 'N Slide, and produces a wide range of novelty and outdoor toys. Comparable to Top Secret Toys' novelty category (SpinPop, Gooblins) and in reviving classic toy formats, though at much broader scale.
• Mattel: Mattel is the world's largest toy manufacturer (Barbie, Hot Wheels, Fisher Price). As the parent of Fisher Price — for which Top Secret Toys' founders created the original PIXTER touch-screen toy — Mattel represents the incumbent mass-market context and a potential acquisition/licensing counterparty.
• MGA Entertainment: MGA Entertainment is a privately held toy company behind Bratz, Little Tikes, and LOL Surprise. Comparable in founder-owned private structure and in launching hit toy franchises; overlaps with Top Secret Toys in collectible toys and innovation-driven product launches.

Direct peers

• WowWee Group: WowWee is a privately held innovative toy company known for proprietary robotics, drones, and interactive electronic toys (e.g., Fingerlings, Robosapien). It competes most directly with Top Secret Toys in the flying-toy/auto-hovering and innovative electronic toy niches with patented technology.
• HEXBUG (Innovation First): HEXBUG is a privately held maker of innovative robotic toys, STEM kits, and remote-controlled vehicles sold through specialty retail and DTC channels. Comparable in size, founder-owned structure, and focus on tech-driven toys that compete with Top Secret Toys' STEM and flying-toy lines.
• Basic Fun!: Basic Fun! specializes in nostalgic and heritage toy brands (Lite-Brite, Lincoln Logs, Tinker Toys, Care Bears). It is a direct comparison for Top Secret Toys' GigaPets and SpinPop nostalgia revival strategy and competes for the same retail shelf space in specialty and mass channels.
• PlayMonster: PlayMonster is a privately held toy and game company offering games, novelty, and activity products (Yeti in My Spaghetti, 5 Second Rule). Direct peer to Top Secret Toys' games and novelty categories with comparable size and specialty-retail distribution model.

Emerging players

• Moose Toys: Moose Toys is a fast-growing Australian-owned toy manufacturer known for innovative collectibles and unboxing products (Shopkins, Trash Pack). Comparable to Top Secret Toys in unboxing/blind-box style products (Gooblins) and in producing viral, inventor-driven product hits for global retail.
• Zuru: Zuru is a New Zealand-founded toy manufacturer known for high-volume, low-cost toys including Robo Alive, 5 Surprise, and collectibles. Comparable to Top Secret Toys in novel electronic toys and collectibles, but with global manufacturing scale and big-box retail penetration.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCLSaq1SqVxf9_hUt3dWXaJw
• Facebookfacebook.com/topsecrettoysofficial
• Instagraminstagram.com/topsecrettoys

Revenue estimate

Valuation estimate

Number of profiles

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 Top Secret Toys