What Worlds Apart does

Moose Toys is an Australian family-owned toy manufacturer founded in 1985 in Melbourne, operating a multi-brand portfolio of collectibles, plush toys, interactive pets, action figures, and games sold in over 50 countries. The company's owned brand portfolio includes Shopkins (1,000+ characters across 16 seasons), Little Live Pets (interactive animatronic pet toys with touch sensors and feeding mechanics), Heroes of Goo Jit Zu (stretchy action figures), Magic Mixies, and Treasure X. Its licensed portfolio spans Bluey (BBC Studios/Ludo Studio), MrBeast Lab, One Piece (Netflix/Shueisha), Marvel, Trolls (DreamWorks), and Minions (Illumination), giving Moose exposure to major entertainment IP across film, streaming, and creator-driven channels. Core technology centers on physical toy design with proprietary features such as flocked/soft-touch finishes (Bluey Fuzzies), interactive animatronics (Little Live Pets Ouchies, My Baby Monkey), and collectible mechanic systems (MrBeast Lab Mutators, Shopkins).

Revenue is generated primarily through wholesale hardware sales of physical toys at MSRP ranging from $4.99 (One Piece mini figures) to $59.99 (Little Live Pets Ouchies deluxe), supplemented by licensing royalty arrangements with entertainment rights holders. Go-to-market combines direct-to-consumer e-commerce (moosetoys.com), mass-market retail (Amazon, Target, Walmart), specialty toy retailers, and online marketplaces across 8 countries with offices (Melbourne HQ, Los Angeles, El Segundo, London, Paris, Hong Kong, Shenzhen, Ho Chi Minh City). Customer segments span parents and caregivers of children aged 3–12, collector hobbyists, and entertainment IP fans, served through a multi-channel marketing mix spanning social media, influencer partnerships (notably MrBeast), sweepstakes, and content marketing. The company employs 700+ people globally and operates the Moose Happy Kids Foundation, which has donated over $21 million AUD and reached 5 million+ children since 2015.

Name

Worlds Apart

Legal name

Moose Enterprise Pty Ltd

Website

https://moosetoys.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

51–100 employees

Short description

Moose Toys is an Australian family-owned toy company that designs, manufactures, and distributes a multi-brand portfolio of collectibles, interactive plush, action figures, and licensed entertainment toys (Bluey, MrBeast, Marvel) to children aged 3–12 and collectors across 50+ countries.

Ownership category

akta.pro rank

Product category

Children's Toys

NAICS

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

SIC

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

akta.pro primary industry

Collectibles, Trading Cards & Blind Box Toys Retail (CRALAFAI)

akta.pro secondary industry

Dolls, Plush & Action Figures Retail (CRALAFAD)

Keywords

• Children's toys
• Collectible figurines
• Plush toys
• Licensed character merchandise
• Action figures

Headquarters

HQ city

Truro

HQ country

United Kingdom

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Toy and Game Product Sales: Moose Toys generates revenue primarily through the manufacture and sale of physical toys, games, and collectibles. Products are sold at MSRP prices ranging from $4.99 to $59.99 across various product categories including collectibles, plush toys, action figures, and games.
2. Licensing Royalties: Moose Toys earns licensing revenue through partnerships with entertainment brands including Bluey (BBC Studios/Ludo Studio), MrBeast, One Piece (Netflix/Shueisha), Marvel, Trolls (DreamWorks), and Minions (Illumination). These licensing arrangements allow Moose to produce and sell branded toys.
3. Digital Content and Apps: Moose Toys previously operated mobile apps and games (Shopkins games) and currently offers virtual items and digital content experiences. The company also runs sweepstakes and competitions with prizes consisting of physical products.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Moose Toys designs, manufactures, and distributes a multi-brand portfolio of children's toys and games spanning collectible figurines, plush toys, interactive pet toys, action figures, board and card games, and craft kits. The company sells own-brand labels such as Shopkins, Little Live Pets, Heroes of Goo Jit Zu, Bluey, MrBeast Lab, and Moose Games, alongside licensed properties including One Piece, Marvel, Trolls, Minions, and The Amazing Digital Circus, through retail partners and its own e-commerce site in more than 50 countries.

Product overview

Moose Toys is an Australian toy company that operates as a multi-brand portfolio, offering collectibles, plush toys, action figures, games, and craft products. The portfolio is organized around sub-brands including Bluey (plush and figures), Shopkins (collectibles), Heroes of Goo Jit Zu (action figures), Little Live Pets (interactive plush), Moose Games (board games), FANDROP (art-figure collectibles), and licensed brands like One Piece, The Amazing Digital Circus, Minions & Monsters, and Trolls. The company also offers a charitable arm through the Moose Happy Kids Foundation. Moose sells toys in over 50 countries through its Melbourne head office and offices in LA, UK, France, Germany, China, and Hong Kong.

Differentiator

Problem solved

Functional benefit

Brands

• MrBeast Lab: Brand featuring products from collaboration with YouTuber MrBeast, including mutation chambers, collector figures, and hybrids.
• CrunchLabs
• Minions & Monsters
• Bluey
• One Piece
• The Amazing Digital Circus
• Wigglitz
• FANDROP
• Gui Gui
• Little Live Pets
• ScruffaLuvs
• Heroes of Goo Jit Zu
• Moose Games
• Cookeez Makery
• Real Littles
• Tile Town
• XOX Kweenie
• Trolls
• Shopkins
• Treasure X
• Kindi Kids
• Mama Surprise
• Legends of Akedo
• Magic Mixies
• Bluey Fuzzies
• MrBeast Lab Hybrids

Products and services

• Bluey Toy Line Plush toys, figures, playsets, and games based on the Bluey animated TV series, sold to children and families.
• Little Live Pets Interactive and animatronic pet toys including Ouchies, My Baby Monkey, My Baby Panda, Mama Surprise Families, and walking pets with realistic sounds and reactions for children.
• MrBeast Lab Collectible figures, mutation chambers, and hybrids tied to MrBeast's content, targeting children and family audiences.
• Heroes of Goo Jit Zu Stretchy, goo-filled action figures designed for tactile play and battling among children.
• ScruffaLuvs Plush pet toys featuring washable and cuddly pet characters for children.
• Moose Games Board games, card games, and family games including Bluey-themed games and Classic Bananagrams.
• Shopkins Grocery-themed collectible figurines with over 1,000 quirky characters including Apple Blossom, Cheeky Chocolate, and Kooky Cookie for children and collectors.
• One Piece Action Figures Licensed action figures based on the Netflix live-action adaptation and original One Piece manga, including Zoro and other characters.
• The Amazing Digital Circus Vinyl figures, deluxe plush, and collectibles from the animated web series The Amazing Digital Circus.
• FANDROP Collectible art products combining dynamic sculpts with iconic Marvel character moments and artifacts in displayable dioramas.
• Minions & Monsters Toys and merchandise based on Illumination's Minions and Monsters characters.
• Trolls Licensed toys and collectibles based on the DreamWorks Trolls movie franchise.
• Gui Gui Slime kits and craft toys for children.
• Cookeez Makery Play food and cooking-themed toy sets where plush characters can be 'baked' to reveal surprises.
• Real Littles Miniature collectible figures styled as mini versions of real-world items.
• Tile Town Tile-based building and collectible playsets featuring Bluey characters for young children.
• Bluey Fuzzies Soft, flocked mini collectible figures inspired by Bluey TV show episodes, featuring characters like Bluey, Bingo, and Bandit.
• CrunchLabs Science and experiment-based toys and games for children.
• MrBeast Lab Hybrids Hybrid collectible figures combining characters from the MrBeast Lab range.
• Moose Happy Kids Foundation Charitable foundation that donates toys and grants to children's hospitals, clown doctor programs, and play therapy organizations, having helped over 5 million children globally.

Quantifiable outcome

• Over 5 million children globally have received support through the Moose Happy Kids Foundation
• +2 more outcomes

Named customers4 records

Segments4 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

Partnerships

Ten partnerships are on record, tiered core and flagship.

• Moose Happy Kids Foundation PartnerscoreOthers · 1 January 2015Foundation partners include Monash Children's Hospital, Dream Doctors, Theodora Children's Charity, The Humour Foundation, Healthy Humor, Le Rire Medecin, AllPlay, Adara Group, Serious Fun Children's Network, Eat Up, Children's Ground, Igniting Change, The Wave Project, The Ethical Toy Program, and The Toy Foundation. Over 100 charity partners globally.
• ICTI (International Counsel of Toy Industries) Ethical Toy ProgramcoreStrategic or Co-development PartnerMoose Toys requires all manufacturers to be ICTI Ethical Toy Program certified as part of their ethical sourcing requirements. This certification outlines business practices for lawful, safe, and ethical operation of toy factories and is a condition of doing business with Moose.
• BSCI (Business Social Compliance Initiative)coreStrategic or Co-development PartnerMoose Toys requires manufacturers to comply with BSCI Code of Conduct in addition to ICTI certification, providing dual third-party verification of ethical manufacturing standards.
• PRIVOcoreOthersMoose Toys is a member of the PRIVO Kids Privacy Assured Program for COPPA Safe Harbor Certification and GDPRkids certification. PRIVO is an independent third-party organization committed to safeguarding children's personal information collected online.
• BBC Studios / Ludo StudioflagshipOEM/ Whitelabel/ Licensing PartnerMoose Toys holds licensing rights for Bluey toys and merchandise from BBC Studios and Ludo Studio. Bluey is one of Moose's flagship brands featuring plush toys, collectibles, and games.
• MrBeastflagshipOEM/ Whitelabel/ Licensing PartnerMrBeast Lab is a brand partnership with YouTube star MrBeast featuring collectible toys like Mutators and Hybrids. This represents a significant influencer-driven product line.
• Netflix / Shueisha (One Piece)coreOEM/ Whitelabel/ Licensing PartnerMoose Toys produces One Piece action figures licensed from Netflix/Shueisha based on the live-action series adaptation.
• Marvel EntertainmentcoreOEM/ Whitelabel/ Licensing PartnerFANDROP Marvel products are licensed featuring iconic Marvel characters including Spider-Man, Hulk, and The Thing in collectible diorama formats.
• DreamWorks Animation (Trolls)coreOEM/ Whitelabel/ Licensing PartnerMoose Toys produces Trolls-branded toys and merchandise under license from DreamWorks Animation.
• Illumination (Minions)coreOEM/ Whitelabel/ Licensing PartnerMinions & Monsters brand features Minions-themed toys licensed from Illumination under the Monsters brand umbrella.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Bandai Namco Holdings: Bandai Namco is a major Japanese toy and entertainment conglomerate with strong collectibles and licensed toy operations. Overlap is greatest in anime-licensed products like One Piece, where Moose holds North American rights in competition with Bandai's global offering.
• Mattel: Mattel is a global toy incumbent with massive scale (Barbie, Hot Wheels, Fisher-Price, UNO). They overlap with Moose across dolls, games, action figures, and licensed entertainment toys, but operate with a much broader category portfolio and global retail footprint.
• Hasbro: Hasbro is a major toy and games incumbent (NERF, Play-Doh, Magic: The Gathering, Transformers). They compete with Moose on board games (Monopoly-like categories through licensing) and licensed character products, but at materially larger scale and broader category breadth.

Direct peers

• MGA Entertainment: MGA Entertainment is a privately held toy company with overlapping portfolios in dolls (Bratz), collectibles (Rainbow High, L.O.L. Surprise!), and licensed character toys. They compete directly with Moose's collectible and doll lines (Shopkins, Kindi Kids) globally across mass retailers.
• Zuru: Zuru is a privately held global toy manufacturer with a comparable multi-category portfolio spanning collectibles, plush, and licensed toys. Both companies compete head-to-head in the mass-market toy aisle globally and pursue similar supply-chain strategies with Asia-based manufacturing.
• Spin Master: Spin Master is a global toy and entertainment company of comparable scale to Moose Toys (~$2B+ revenue) with overlapping product categories including collectibles (Bakugan, Kinetic Sand), licensed entertainment toys, games, and interactive plush. Both companies target similar mass-market retailers globally and pursue entertainment-tied hit-driven IP strategies.
• Funko: Funko is a publicly traded collectibles company dominating the licensed vinyl figure category with Pop! Vinyl. Funko competes with Moose directly on collectibles strategy (Shopkins, Bluey Fuzzies, MrBeast Lab) and shares many of the same entertainment licensors (Marvel, etc.).
• Schleich: Schleich is a privately held German figurine and plush toy manufacturer with global distribution and similar scale, including the figurine and doll categories that overlap with Moose's Kindi Kids, Shopkins, and Heroes of Goo Jit Zu lines.
• JAKKS Pacific: JAKKS Pacific is a publicly traded US toy company with overlapping categories in collectible figures, licensed character toys, dolls, and role-play products. Comparable scale and similar licensing-driven model place JAKKS as a direct competitor in the mid-tier toy segment.

Emerging players

• Bandai America / Mega Construx (collector toys): Bandai's US arm competes in the collectibles and action figure space where Moose operates (Heroes of Goo Jit Zu, One Piece figures, Marvel FANDROP). Comparable product scale within the US toy aisle, and overlap on anime and superhero licensing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/mooseenterprise
• Facebookfacebook.com/MooseToys
• Instagraminstagram.com/moosetoys
• TikToktiktok.com/@moosetoys
• LinkedInlinkedin.com/company/worlds-apart

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Worlds Apart