Name

RMS International UK Ltd

Legal name

RMS International Ltd

Website

https://rmsint.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Toy and Craft Sales: RMS International generates revenue primarily through B2B wholesale sales of toys, arts and crafts, stationery, and seasonal products to major retailers. Products are sold under owned brands (Grafix, and various sub-brands) and through licensing agreements with major entertainment properties.
2. Licensing Royalties: RMS creates and sells licensed products featuring major entertainment brands including Peppa Pig, Bluey, Barbie, Hot Wheels, Harry Potter, Hello Kitty, and others, generating revenue through product sales with licensing arrangements.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

RMS International UK Ltd is a B2B wholesale toy and craft supplier that designs, sources, and distributes children's products to major retailers globally. The company sells both proprietary own-brand ranges (including Grafix, Block Tech, Bubbletastic, Metal Tech, and others) and licensed products featuring major entertainment IP (Peppa Pig, Bluey, Barbie, Hot Wheels, Harry Potter, Hello Kitty). Products span six main categories: Toys & Novelty, Arts & Crafts, Outdoors & Bubbles, Create & Discover (STEM), Plush, and Seasonal.

Product overview

RMS International UK Ltd is a global toy company offering a diversified portfolio of children's products across six main categories: Toys & Novelty, Arts & Crafts, Outdoors & Bubbles, Create & Discover (STEM), Plush, and Seasonal. The company's product offering comprises both proprietary brands and licensed products from major entertainment companies. Proprietary brands include Block Tech (construction bricks), Bubbletastic (bubble toys), Metal Tech (engineering builds), Squeezy Sand (sensory play sand), Mad About Slime (slime kits), DoughTastic (playdough sets), ART Luxe (art supplies), Speed Kings (racing toys), Style My Way (fashion crafts), Chalkfiti (chalk products), Dig Team (excavation kits), Games Hub (arcade games), Jingle Joy (Christmas plush), Play Hub (collectibles), Ploofs (plush toys), Project Craft (craft kits), and Weird Science (STEM experiments). The licensed portfolio includes partnerships with Universal (Jurassic World, Wicked), Mattel (Barbie, Hot Wheels, Monster High), Paramount (SpongeBob, Paw Patrol), Warner Bros. (Harry Potter), Sanrio (Hello Kitty), and BBC (Bluey). Products are sold through major UK retailers including Primark, Morrisons, ASDA, Tesco, and other leading retailers.

Differentiator

Problem solved

Functional benefit

Brands

• Block Tech: Easy-to-build bricks with endless combinations for imaginative play
• Bubbletastic
• Metal Tech
• Squeezy Sand
• Mad About Slime
• DoughTastic
• ART Luxe
• Speed Kings
• Style My Way
• Chalkfiti
• Dig Team
• Games Hub
• Play Hub
• Ploofs
• Project Craft
• Weird Science
• Jingle Joy
• Grafix

Products and services

• Toys & Novelty Market-leading toys with innovative designs and creative concepts for children, distributed wholesale to major retailers.
• Arts & Crafts Imaginative arts and crafts designs that inspire children to unleash creativity, sold wholesale to retail partners.
• Outdoors & Bubbles Active, playful outdoor toys including bubble products that inspire exploration, creativity, and discovery, distributed to major retailers.
• Create & Discover (STEM) Hands-on STEM activities that help children develop problem-solving, creativity, and independent thinking skills, sold wholesale to retailers.
• Plush Soft, cuddly plush toys with character, distributed wholesale to retail partners.
• Seasonal Toys and products created for every celebration and special moment throughout the year, sold wholesale to retailers.
• Block Tech (Own Brand) Easy-to-build construction bricks offering endless combinations and hours of hands-on fun, compatible with leading brands, sold wholesale to retailers.
• Bubbletastic (Own Brand) Bubble toys that send hundreds of bubbles soaring at once, turning outdoor moments into playful experiences, distributed wholesale.
• Metal Tech (Own Brand) Real-world engineering builds including motorised creations, bulldozers, and diggers for STEM learning, sold wholesale to retailers.
• Squeezy Sand (Own Brand) Squish, squeeze, and sculpt colourful scented sands for imaginative play, distributed wholesale to retailers.
• Mad About Slime (Own Brand) Colourful slime bases and matching mix-ins for creating slime with various colours, textures, and squishy fun, sold wholesale.
• DoughTastic (Own Brand) Themed playdough sets with colourful dough and tools for kids to craft, shape, and bring imagination to life, distributed wholesale.
• ART Luxe (Own Brand) 40-piece artist collection featuring pencils, dual-sided markers, and sketching supplies for every style of art, sold wholesale to retailers.
• Speed Kings (Own Brand) Glow-in-the-dark track sets, race cars, and flying saucer toys for high-speed racing fun, distributed wholesale to retailers.
• Style My Way (Own Brand) Hair chalk, nail kits, and sticker albums that let imagination meet fashion and fun, sold wholesale to retailers.
• Chalkfiti (Own Brand) Classic chalk range to turn any pavement into a masterpiece with fun shapes and colours, distributed wholesale to retailers.
• Dig Team (Own Brand) Archaeology-themed excavation kits where kids dig, discover, and uncover gems, pearls, and gold coins, sold wholesale to retailers.
• Games Hub (Own Brand) Light-up tabletop arcade games including pool, football, air hockey, and pinball sets, distributed wholesale to retailers.
• Jingle Joy (Own Brand) Festive plush collection and Christmas-themed stationery and decorations for holiday celebrations, sold wholesale to retailers.
• Play Hub (Own Brand) Collectible mini ducks, squishy pets, and magic trick kits with fun personality, distributed wholesale to retailers.
• Ploofs (Own Brand) Bold, adorable plush pals with personality, including walking puppy and plush snack toys, sold wholesale to retailers.
• Project Craft (Own Brand) Mega craft boxes with colouring supplies, stickers, and creative tools for endless artistic adventures, distributed wholesale.
• Weird Science (Own Brand) Hands-on science experiment kits including squishy alien anatomy, ocean science, and glowing crystal creations, sold wholesale.
• Licensed Products (Universal, Mattel, Paramount, Warner Bros., Sanrio, BBC) Licensed toys and products featuring major entertainment brands including Harry Potter, Jurassic World, Barbie, Hot Wheels, SpongeBob, Paw Patrol, Hello Kitty, Bluey, Minions, and Peppa Pig, distributed wholesale to retailers.
• Grafix (Own Brand) Award-winning US-focused brand of puzzles, arts and crafts, toys and activities distributed wholesale to US retailers.

Named customers13 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• BSCI (Business Social Compliance Initiative)minorOthersRMS Europe supports BSCI initiatives and is certified for this code of conduct which helps establish an ethical supply chain based on international treaties protecting employee rights.

Scale indicators6 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• Spin Master: Global toy designer and licensor with comparable multi-category portfolio (games, plush, outdoor, activity toys) and similar licensed IP strategy. Public company with global retail distribution including major supermarkets and specialty channels.
• Mattel: Global toy major that both licenses IP to RMS (Barbie, Hot Wheels, Monster High) and competes in adjacent toy categories. Relevant as both a partner and an indirect competitor in the toy wholesale space.
• MGA Entertainment: Privately held global toy company (L.O.L. Surprise, Little Tikes, Bratz) with comparable mix of owned brands and licensed products, sold through similar mass and specialty retail channels worldwide.
• Simba Dickie Group: European-headquartered global toy manufacturer with broad product portfolio including licensed and own-brand toys, distributed through European supermarket and discount channels. Comparable international wholesale distribution model.

Direct peers

• Moose Toys: Mid-market global toy company with strong focus on innovative, trend-driven toys and proprietary brands (Magic Mixies, Shopkins) sold through major Western retailers. Highly comparable in scale, licensing mix, and B2B wholesale model.
• Zuru: Privately held global toy manufacturer with strong value-tier positioning, China-based manufacturing, and broad retail distribution including supermarkets and discount chains. Closest direct competitor in business model and price point.
• Character Group: UK-headquartered toy designer and wholesale distributor with comparable B2B model, licensed product portfolio (Peppa Pig, Paw Patrol, Harry Potter), and supermarket/specialty retail distribution in UK and international markets.
• Funrise: Privately held global toy company specializing in licensed and proprietary toys sold through mass-market retailers. Similar scale, sourcing model (Asia), and channel mix to RMS.
• Basic Fun!: Mid-market toy company combining proprietary brands and licensed toys (Care Bears, Lite-Brite, Play-Doh adjacent) distributed through mass retailers in US and international markets. Closely comparable on scale and B2B wholesale motion.
• Vivid Imaginations: UK toy company focused on licensed products (Minnie Mouse, Paw Patrol, etc.) sold through UK supermarkets and discount retailers. Comparable UK-anchored mid-market competitor with similar licensing strategy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/rms.grafix
• LinkedInlinkedin.com/company/rms-international-ltd
• Xx.com/grafixkids

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries5 records

Funding overview

Funding rounds1 record

Investors1 record

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 RMS International UK Ltd