Little Kids

What Little Kids does

Little Kids, Inc. is a privately held U.S. toy developer and manufacturer founded in 1989 and headquartered in Seekonk, Massachusetts (incorporated in Rhode Island). The company specializes in bubble toys, water toys, novelty items, and craft/activity products for children aged 0-5, anchored by its proprietary FUBBLES® brand and patented No-Spill® bubble container technology. Beyond its owned brands — FUBBLES, FUBBLES NO-SPILL, BALLZ'N, JUNK BALL, and the newer Grabits™ sensory toy line — Little Kids produces a deep licensed character portfolio covering Disney (Mickey, Frozen, Moana, Stitch), Marvel (Spider-Man, Avengers), Spin Master (Paw Patrol), Nickelodeon (Bluey via Ludo Studio), Smart Study (Baby Shark), Moonbug Entertainment (CoComelon), Sesame Workshop, and Just Born (PEEPS). The company maintains 11-50 employees and operates without disclosed institutional investment, suggesting it is independently owned.

The product portfolio is broad and SKU-intensive, spanning motorized bubble machines, no-spill bubble tumblers and buckets, character-themed party packs, spinning sprinklers, water blasters, and tactile sensory toys. Core technology differentiation rests on the No-Spill® container design — a patented architecture preventing accidental bubble solution loss during active play — supplemented by non-toxic, dye-free formulations tested against CPSIA standards by CPSC-certified third-party labs. Products have earned industry recognition including Oppenheim Toy Portfolio, National Parenting Publication, and Parent's Choice awards.

The business model is one-time physical product sales distributed through three channels: specialty toy retailers, Amazon Marketplace, and direct-to-consumer e-commerce via littlekidsinc.com (with a 30-day return policy). End customers are split between parents of young children seeking safe developmental play products and gift buyers purchasing for birthdays, holidays, and Easter baskets. Marketing is executed through owned social channels (Instagram, Facebook, Twitter, YouTube) and the company website, with no mass-retail or wholesale enterprise accounts disclosed. The company is currently operating with active e-commerce, no app presence, and no disclosed funding, M&A, or leadership changes in the available data.

Name

Little Kids

Legal name

Little Kids, Inc.

Website

https://littlekidsinc.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Little Kids, Inc. is a privately held U.S. toy manufacturer specializing in bubble, water, novelty, and sensory toys for children aged 0-5, anchored by its patented No-Spill® FUBBLES® technology and a broad portfolio of Disney, Marvel, Bluey, Paw Patrol, and Baby Shark licensed character products sold through Amazon, specialty retailers, and direct e-commerce.

Ownership category

akta.pro rank

Product category

Children's Toys (Bubble & Novelty)

NAICS

Doll, Toy, and Game Manufacturing (339930)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro industry

PRIMARYCRALAFAB

Educational & Learning Toys Retail

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Toy Stores & Games Retail

Keywords

• Bubble toys
• Novelty toys
• Licensed character toys
• Sensory play toys
• Outdoor water toys

Headquarters

HQ city

Seekonk

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Toy Product Sales: One-time hardware sales of physical toys including bubble products, novelty items, water toys, and sensory play products. Revenue generated through retail distribution and direct-to-consumer e-commerce.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Little Kids develops, manufactures, and markets children's bubble, novelty, water, sports, and craft toys under its FUBBLES® and Grabits™ brands, together with licensed character toy lines featuring Disney, Marvel, Nickelodeon (PAW Patrol, Bluey), Sesame Workshop, Moonbug (CoComelon), Smart Study (Baby Shark), and Just Born (PEEPS) properties. Its flagship FUBBLES® NO-SPILL® line uses a patented container design that prevents bubble solution from spilling during active play, and all formulations are non-toxic, dye-free, and CPSIA-compliant.

Product overview

Little Kids develops, manufactures, and markets innovative and award-winning bubble, novelty, sports, and craft toys. The company's product portfolio centers on the FUBBLES® brand family, which includes various bubble machines (No-Spill Bubble Machine, Bubble Blastin' Machine, Mini Bubble Machine, Sky High Bubble Machine), bubble wands and solutions, and character-themed bubble toys. Beyond its core FUBBLES® line, Little Kids produces licensed character products under partnerships with Disney (Mickey Mouse, Frozen, Moana, Stitch), Marvel (Spiderman), Baby Shark, Bluey, and PAW Patrol brands. The company also offers seasonal Easter products and has recently expanded into tactile sensory toys with the Grabits™ line. The FUBBLES® NO-SPILL® technology is a key differentiator across multiple products, preventing accidental bubble spills during active play. Products are sold through specialty toy stores and major retailers including Amazon.

Differentiator

Problem solved

Functional benefit

Brands

• FUBBLES: Core bubble toy brand including No-Spill and standard bubble products.
• FUBBLES NO-SPILL
• Grabits

Products and services

• FUBBLES® NO-SPILL® Bubble Products Line of award-winning bubble toys featuring patented No-Spill® container technology that prevents spills when tipped, knocked over, or shaken, targeted at parents of toddlers and preschoolers. Includes bubble machines, bubble tumblers, motorized bubble mowers, bubble blasters, mini bubble pals, and Bubblin Buckets.
• FUBBLES® Standard Bubble Products Traditional FUBBLES® bubble products including battery-operated and manual bubble machines, bubble wands, refill bubble solutions in multiple sizes, scented 6-packs, light-up blasters, and character-shaped bubble toys (camera, dino, shark, unicorn).
• Disney™ Licensed Bubble & Water Toys Bubble bottles, action bubble blowers, no-spill bubble buckets, giant bubble wands, lights-and-sound wands, Ballooble balloon-bubbles, water backpacks, spinning sprinklers, and party packs featuring Disney characters, produced under Disney licensing.
• Marvel® Licensed Bubble & Water Toys Spider-Man action bubble blowers, character bubbles, Balloobles, water backpacks, Spidey spinning sprinklers, and Avengers/Spider-Man party packs produced under Marvel licensing.
• PAW Patrol™ Licensed Toys Bubble bottles, action bubble blowers, motorized bubble mowers, water rescue packs, water blasters, Balloobles, spinning sprinklers, blast-off bubble blowers, and bubble blastin' machines featuring Chase, Marshall, and Skye PAW Patrol characters.
• Bluey™ Licensed Toys Bluey Balloobles, Dancemode Mic, jumbo chalk sets, lights-and-sounds wands, no-spill musical bubble machines, spinning sprinklers, summer fun sets, and Wackadoo Workout Dice featuring the Bluey character.
• Baby Shark™ Licensed Bubble Toys Baby Shark Bubble & Sing Machine and Baby Shark No-Spill Bubblin Bucket featuring the Baby Shark theme song and licensed character.
• LKI Easter Seasonal Products Seasonal Easter-themed toy line including the LKI Easter Bunny Bubble Machine and LKI Easter Stretchy Bunny (squishy toy that stretches to 3X its size), positioned as Easter basket stuffers.
• Grabits™ Sensory Toys Line of tactile, easy-grip sensory toys featuring imaginative creature designs (unicorns, dinosaurs, lions) for developmental play through sensory exploration, with age-tiered offerings from 0–8 months through 2+ years; waterproof and dishwasher safe.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• DisneycoreOEM/ Whitelabel/ Licensing PartnerDisney licensing agreement allowing Little Kids to produce bubble toys, water toys, and novelty items featuring Disney characters including Mickey Mouse, Minnie Mouse, Frozen, Moana, Princess, and Lilo & Stitch (Stitch). Products include Disney Action Bubble Blowers, Disney No-Spill Bubblin Buckets, Disney Giant Bubble Wands, Disney Balloobles, and Disney Princess Lights and Sound Bubble Wands.
• MarvelcoreOEM/ Whitelabel/ Licensing PartnerMarvel licensing agreement for Spider-Man and Avengers themed bubble products. Products include Marvel Spiderman Action Bubble Blower, Marvel Spiderman Ballooble, Marvel Spiderman Character Bubbles, Marvel Spiderman Water Backpack, Avengers Party Pack Bubbles, and Spidey and his Amazing Friends products.
• Nickelodeon (Viacom International Inc.)coreOEM/ Whitelabel/ Licensing PartnerLicensing agreement for Bluey and Paw Patrol branded products. Bluey products include Bluey Balloobles, Bluey Dancemode Mic, Bluey Jumbo Chalk Set, Bluey Lights & Sounds Wand, Bluey No-Spill Musical Bubble Machine, Bluey Spinning Sprinkler, Bluey Summer Fun Set, and Bluey Wackadoo Workout Dice. Paw Patrol products include Paw Patrol 8oz Bubbles, Paw Patrol Motorized Bubble Mower, Paw Patrol Action Bubble Blower, Paw Patrol Bubble Blastin' Machine, Paw Patrol Blast off Bubble Blowers, Paw Patrol Water Rescue Pack, Paw Patrol Water Blaster, Paw Patrol Ballooble, and Paw Patrol Spinning Sprinkler.
• Sesame WorkshopminorOEM/ Whitelabel/ Licensing PartnerLicensing for Sesame Street branded products including Sesame Street Bubble Machine. Sesame Street and associated characters are trademarks of Sesame Workshop.
• Spin Master Ltd.coreOEM/ Whitelabel/ Licensing PartnerLicensing partnership for Paw Patrol branded products. Paw Patrol and all related titles, logos, and characters are trademarks of Spin Master Ltd. Used under license.
• Moonbug EntertainmentminorOEM/ Whitelabel/ Licensing PartnerLicensing for CoComelon branded products. CoComelon is a trademark of Moonbug Entertainment.
• Smart Study Co., Ltd.coreOEM/ Whitelabel/ Licensing PartnerLicensing for Baby Shark branded bubble products. Products include Baby Shark Bubble & Sing Machine and Baby Shark No-Spill Bubblin Bucket. Baby Shark is a trademark of Smart Study Co., Ltd.
• Ludo Studio Pty LtdcoreOEM/ Whitelabel/ Licensing PartnerLicensing for Bluey branded products. Bluey TM and Bluey character logos are trademarks of Ludo Studio Pty Ltd. Licensed by BBC Studios.
• Just Born Inc.minorOEM/ Whitelabel/ Licensing PartnerPEEPS brand licensing relationship. PEEPS, The PEEPS Chick Shape and the PEEPS Bunny Shape are registered trademarks of Just Born Inc., Bethlehem, PA.

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wham-O: Wham-O is a closely comparable outdoor and novelty toy maker (Slip'N Slide, Frisbee, Bubble Factory). Both companies target the same children/parents segment, sell seasonal outdoor and water toys through similar retail channels, and compete in the bubble-toy subcategory. Wham-O also licenses entertainment IP for its outdoor toys.
• Crayola: Crayola (owned by Hallmark Cards) is a children's product manufacturer selling branded creative, sensory, and outdoor play items through mass and specialty retail. It is comparable to Little Kids in target customer (parents of young children), brand-led product positioning, licensing of popular IP, and an expanding sensory toy portfolio that overlaps with Grabits.
• Melissa & Doug: Melissa & Doug is a privately held children's toy manufacturer specializing in developmental, sensory, and imaginative play products for ages 0–5. It shares Little Kids' parent target, specialty-retail strength, and emphasis on safe, durable, developmental design — and is one of the most direct competitors to the Grabits sensory toy line.
• Alex Brands: Alex Brands is a portfolio of children's toy brands (Alex Toys, Poof, Slinky, Ideal) that designs and manufactures craft, activity, and outdoor toys. It is comparable to Little Kids in product breadth, child/parent customer focus, licensing of entertainment properties, and specialty-to-mass retail distribution.
• Jakks Pacific: Jakks Pacific is a publicly traded children's toy company that manufactures licensed and owned-brand toys, including outdoor, water, and seasonal play products for young children. It is a close comparable to Little Kids in product mix, heavy reliance on entertainment IP licensing (Disney, Nickelodeon, Marvel), and mass/specialty retail distribution.
• Funrise Toy Corp. Funrise is a privately held toy manufacturer known for outdoor, water, and bubble play products, including licensed lines. It is comparable to Little Kids in target customer (young children), product category (bubbles, water toys, outdoor play), reliance on entertainment licensing (including Hasbro's Tonka, Care Bears, and others), and specialty-plus-mass retail distribution.

Broad incumbents

• Spin Master: Spin Master is a major global toy manufacturer and licensor (including of Paw Patrol, which Little Kids also licenses). Spin Master is a much broader incumbent but a direct comparator because Paw Patrol bubble products overlap with Spin Master's own toy lines, and both companies pursue similar licensed-IP strategies for outdoor and play products for young children.
• Zuru: Zuru is a global toy manufacturer with a broad portfolio including bath, bubble, water, and sensory toys (e.g., Rainbocorns, X-Shot). It is comparable to Little Kids as a competitor in the bubble and outdoor play subcategory, with a similar target demographic and global licensing approach, but operates at much larger scale across mass and specialty channels.
• Mattel: Mattel is a global toy incumbent with leading children's brands (Hot Wheels, Barbie, Fisher-Price) and active licensing of Disney and other major entertainment properties. It is comparable to Little Kids as a competing Disney licensee in the young-children category and as a benchmark for what scale in children's outdoor and play products looks like.
• Hasbro: Hasbro is one of the largest global toy and game companies, with brands including Play-Doh, Nerf, and licensing relationships across major entertainment IP. It is comparable to Little Kids as a competing licensor/manufacturer in young children's play, and as a benchmark for the broader toy industry's IP-licensing model.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/little_kids_inc
• YouTubeyoutube.com/user/LittleKidsInc
• Facebookfacebook.com/littlekidsinc
• Instagraminstagram.com/little_kids_inc
• LinkedInlinkedin.com/company/little-kids-toys-inc.

Compliance1 record

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 Little Kids