Hey Clay
Hey Clay operates a physical-digital hybrid toy brand that pairs themed air-dry modeling-clay kits (300+ characters across 8 universes) with a companion mobile app delivering step-by-step sculpting guides, distributing across 56+ countries via DTC, retail, and grocery-loyalty channels to parents and children ages 3+.
- Company typePrivate
- Founded-
- HeadquartersKöln, Germany
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Hey Clay does
Hey Clay, operated by Trendformer Limited (Hong Kong-registered), is a physical-digital hybrid toy company that sells themed air-dry modeling-clay kits paired with a companion iOS/Android mobile application. Each physical set — ranging from single-character 5-can kits at $7.49 to 30-can multi-character sets at $39.99 — contains a code that unlocks step-by-step, cartoon-style sculpting guides, mini-games, and character stories inside the HEY CLAY App; sculpted figures harden into durable toys within 24 hours. The portfolio spans 300+ characters across 8 themed universes (Collections, Minions, Bluey & Friends, Minis, Motors, Discoveries, Seasonal, Bijou), combining proprietary IP with licensed properties from Universal City Studios and BBC Studios.
The underlying technology is a proprietary non-sticky, air-dry clay formula with a 24-color palette engineered for blending, married to a code-gated companion app that delivers animation-based instruction and family-shared accounts. Revenue is generated through a mix of one-time physical product sales (DTC e-commerce plus traditional toy retail in 56+ countries), in-app purchases, monthly/annual app subscriptions, and licensing royalties. Distribution combines direct-to-consumer e-commerce, app-store distribution, traditional toy/hobby retail, and a B2B loyalty-program channel operated in partnership with tcc Global that places Hey Clay inside grocery-retailer reward programs (Walmart, Tesco, and others).
The customer base is consumer-led (parents with children ages 3+ as primary purchasers, children as end users), supplemented by retail/grocery-chain partners purchasing through loyalty programs. Marketing is multi-channel and product-led, anchored by the mobile app and a 245M+ organic-view social/video presence across YouTube, Facebook, Instagram, and LinkedIn. The company has cumulatively distributed 131M+ cans of clay, achieved 5M+ app downloads and 1M+ monthly active users, and operates with 51–100 employees across international R&D, production, and distribution functions.
Hey Clay firmographics
Firmographics- Name
- Hey Clay
- Legal name
- Trendformer Limited
- Website
- https://hey-clay.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Hey Clay operates a physical-digital hybrid toy brand that pairs themed air-dry modeling-clay kits (300+ characters across 8 universes) with a companion mobile app delivering step-by-step sculpting guides, distributing across 56+ countries via DTC, retail, and grocery-loyalty channels to parents and children ages 3+.
- Ownership category
- akta.pro rank
Hey Clay industry classification
Industry- Product category
- Children's Craft & Modeling Clay Toys
- NAICS
- Doll, Toy, and Game Manufacturing (33993), Pottery, Ceramics, and Plumbing Fixture Manufacturing (327110)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Dolls & Stuffed Toys (3942)
- akta.pro primary industry
- Wargaming Miniatures (Tabletop Armies) (CRALAKAC)
- akta.pro secondary industry
- Tabletop RPG Miniatures & Terrain (CRALAKAD)
Keywords
Where Hey Clay is headquartered
LocationHeadquarters
- HQ city
- Köln
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Hey Clay business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- Physical clay product sales: One-time purchase of clay sets containing 1-30 cans of air-dry clay with themed characters. Products range from single-character kits ($7.49) to large multi-character sets ($39.99). Revenue from direct e-commerce and retail distribution.
- App subscription: Monthly or annual subscription providing access to all characters and novelties across the Hey Clay app. Subscription unlocks extra clay time from box codes.
- In-app purchases: Additional character unlock codes available through in-app purchases for characters from other sets beyond what is included in the purchased box.
- Licensing royalties: Revenue from licensed character partnerships including Minions (Universal City Studios), Bluey (BBC Studios), and other branded content.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single-character kits (5 cans) |
| Unit Pricing | Pay-as-you-go | Small multi-character sets (6 cans, 3 characters) |
| Unit Pricing | Pay-as-you-go | Large multi-character sets (15 cans, 6 characters) |
| Unit Pricing | Pay-as-you-go | Extra-large sets (30 cans, 6 characters) |
| Subscription | Monthly | Monthly subscription |
| Subscription | Annual | Annual subscription |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Hey Clay product offering
Product offeringCore offering
Hey Clay designs, manufactures, and sells themed air-dry modeling clay sets bundled with a companion mobile app that provides interactive step-by-step sculpting guides. The clay kits contain 3–30 cans of non-sticky, air-drying clay in a 24-color palette, organized into 300+ characters across licensed and original themed universes (Bluey, Minions, Animals, Monsters, Rainbow Unicorns, Motors, Discoveries, Seasonal, Bijou). The mobile app (iOS/Android) unlocks instructions via box codes, and sculpted figures harden into durable solid toys within 24 hours.
Product overview
Hey Clay is a physical-digital hybrid toy brand operated by Trendformer Limited (Hong Kong), combining air-dry modeling clay sets with a companion mobile app. The core offering consists of themed clay kits (3–30 cans per box, priced $7.49–$39.99) organized into licensed and original character universes (Bluey & Friends, Collections, Minions, Minis, Motors, Discoveries, Seasonal, Bijou). Each physical set includes a code leaflet unlocking step-by-step sculpting guides, real-time cartoon animations, and mini-games in the HEY CLAY App (iOS/Android). Sculpted figures air-dry within 24 hours into durable toys. The ecosystem is extended by a Family Account feature (shared multi-user profiles) and a Subscription (monthly or annual access to all characters). The company has distributed 131M+ clay cans worldwide, achieved 5M+ app downloads, and serves 56+ countries.
Differentiator
Problem solved
Functional benefit
Products and services
- HEY CLAY App A companion mobile application available on iOS and Android that provides interactive, step-by-step sculpting guides with real-time cartoon-style animations, mini-games, and collection tracking. Users enter a code from a clay set box to unlock instructions. Supports family accounts for shared access across devices.
- Air-Dry Modeling Clay Sets Physical clay kits containing 3 to 30 cans of non-sticky, air-dry modeling clay in 24 colors, plus a leaflet with a code to unlock app instructions. Sets are themed around licensed and original character universes (Animals, Dinos, Monsters, Minions, Bluey, Rainbow Unicorns, Motors, Discoveries, Bijou, Seasonal). Within 24 hours, sculpted figures harden into durable solid toys.
- HEY CLAY Subscription A recurring subscription (monthly or annual) providing access to all characters and new releases simultaneously across the entire family. Box codes provide extra clay time. The subscription is managed through the HEY CLAY app on iOS and Android.
- Themed Clay Set Universes Themed clay set collections organized around character universes: Bluey & Friends (BBC Studios licensed), Minions (Universal City Studios licensed), Animals, Monsters, Rainbow Unicorns, Motors (vehicles with wheels), Discoveries (science-themed), Seasonal (Easter, Winter Holidays), Colorini (single-color characters), and Bijou (ring-making). Each universe contains multiple purchasable clay kits.
Quantifiable outcome
- Children can create professional-looking sculptures in 24 hours using step-by-step app guides
- +1 more outcomes
Companies that use Hey Clay
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Hey Clay technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Hey Clay partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- tcc GlobalcoreStrategic partnership with tcc Global for designing and delivering loyalty programs that entertain families and support grocery retailers around the globe. Programs inspire children's creativity and build lasting customer loyalty.
- Universal City Studios LLCcoreLicensing partner for Minions characters. Hey Clay produces officially licensed Minions-themed clay sets featuring characters like Kevin, Stuart, Bob, Dave, Otto, and Evil Minion.
- BBC StudioscoreLicensing partner for Bluey characters. Hey Clay produces officially licensed Bluey & Friends clay sets featuring Bluey, Bingo, Lucky, Snickers, Coco, and Rusty.
- Apple (App Store)coreDistribution platform for Hey Clay mobile app. App available on iOS devices through the Apple App Store.
- Google (Google Play)coreDistribution platform for Hey Clay mobile app. App available on Android devices through Google Play Store.
Scale indicators10 records
Recent moves1 record
Expansion highlights5 records
Hey Clay competitors and assessment
Company assessmentBroad incumbents
- Play-Doh (Hasbro): Play-Doh is the dominant mass-market modeling compound brand for children, owned by Hasbro. It is the most direct substitute for Hey Clay's core air-dry clay product and competes across retail, licensing, and increasingly digital companion content.
- Sculpey (Polyform Products): Sculpey is a leading polymer clay brand. While historically hobbyist-focused, it overlaps with Hey Clay in clay-based sculpting and has been expanding into family and kids' segments.
- Melissa & Doug: Melissa & Doug is a large independent toy brand with a broad craft and creative-play portfolio. It competes in the same specialty and mass retail aisles as Hey Clay, often at premium price points.
- Crayola: Crayola is the leading children's arts and crafts brand, with model magic clay compounds and growing digital/experiential products. It competes with Hey Clay for parent mindshare in the kids' creative-play category.
Emerging players
- Aardman (Shaun the Sheep, Morph): Aardman produces stop-motion clay-character IP (Shaun the Sheep, Morph). It represents a different model of monetizing clay characters — through content and licensing — that converges with Hey Clay's licensing-driven approach.
- Toysmith: Toysmith is a toy and novelty company with craft and activity kits sold through specialty and mass retail. It overlaps with Hey Clay in the kids' activity/craft category at similar price points.
Direct peers
- KiwiCo: KiwiCo is a subscription-based kids' craft and STEM activity service. It overlaps with Hey Clay in combining physical creative kits with structured guidance, and competes for the same parent buyer of educational craft products.
- Lovevery: Lovevery delivers subscription play kits for young children focused on developmental learning. It targets the same premium parent segment that values mess-free, educational, app-augmented creative play.
- Cra-Z-Art: Cra-Z-Art is a mass-market kids' arts, crafts, and activity brand with broad retail distribution. It competes with Hey Clay on price-sensitive shelf placement and gift-set SKUs.
- Kinetic Sand (Spin Master): Kinetic Sand is a tactile sensory play compound for children, owned by Spin Master. It targets the same parent use-case of mess-free creative play and competes for similar retail shelf space and gift-occasion purchases.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Hey Clay social profiles
Digital presenceHey Clay financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hey Clay leadership team
Management profileNumber of profiles
Hey Clay funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hey Clay 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 Hey Clay
What does Hey Clay do?
Hey Clay designs, manufactures, and sells themed air-dry modeling clay sets bundled with a companion mobile app that provides interactive step-by-step sculpting guides. The clay kits contain 3–30 cans of non-sticky, air-drying clay in a 24-color palette, organized into 300+ characters across licensed and original themed universes (Bluey, Minions, Animals, Monsters, Rainbow Unicorns, Motors, Discoveries, Seasonal, Bijou). The mobile app (iOS/Android) unlocks instructions via box codes, and sculpted figures harden into durable solid toys within 24 hours.
Is Hey Clay a public or private company?
Hey Clay is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Hey Clay founded?
Hey Clay was founded in -1. It employs 51 to 100 people.
Where is Hey Clay based?
Hey Clay is headquartered in Köln, Germany, in the Europe region.
How does Hey Clay make money?
Four revenue lines are on record. Physical clay product sales are the primary driver. The others are app subscription, in-app purchases and licensing royalties.
Who are Hey Clay's main competitors?
Broad incumbents on record are Play-Doh (Hasbro), Sculpey (Polyform Products), Melissa & Doug and Crayola. Emerging players are Aardman (Shaun the Sheep, Morph) and Toysmith. Direct peers are KiwiCo, Lovevery, Cra-Z-Art and Kinetic Sand (Spin Master).
Does Hey Clay have an API?
No public API is recorded for Hey Clay.
What industry is Hey Clay in?
Hey Clay's product category is Children's Craft & Modeling Clay Toys. Its primary akta.pro industry code is CRALAKAC, Wargaming Miniatures (Tabletop Armies), with a secondary code of CRALAKAD, Tabletop RPG Miniatures & Terrain. Its NAICS code is 33993 and its SIC code is 3944.