Zimpli Kids

What Zimpli Kids does

Zimpli Kids Ltd is a UK-based designer, manufacturer, and wholesaler of children's sensory and bath play products, headquartered in Blackburn with operations in Great Harwood and a 95%+ in-house manufactured ISO 9001, ISO 14001, and SMETA accredited UK factory. Founded in 2007 with the launch of Gelli Baff, the company has built its product portfolio around patent-protected powder formulations that transform water into textured play experiences including Gelli (goo), Slime, Crackle, and Bath Bombs, with over 50 million units sold across Gelli Baff and Slime Baff lines since inception. The product range extends across bath time (Baff Bombz, Baff Paints, Baff Crayons, Baff Potions, Baff Water Colours, Magic Brush), play time (Gelli Play sensory modelling, Doodle N Dip), outdoor (SnoBall), and a new Z's line targeting teens and adults with self-care positioned bath bombs.

The company operates a B2B wholesale go-to-market through a dedicated trade website (zimplikids.com), international trade shows (London Toyfair, Nuremberg, Toymaster, INDX, Hong Kong, LA Fall Preview), and a network of distributors serving 50+ countries. Consumer channels include zimplistore.com and Amazon (4.7 rating, 5,000+ reviews). Revenue streams comprise wholesale product sales to toy retailers and gift shops, direct consumer retail, and OEM private label manufacturing services with 30,000 bath bombs per day capacity and 2,000-unit minimum orders. The company holds comprehensive safety certifications (EN71, REACH, CPSIA, ASTM, TRA, CPSR, British Skin Foundation approval, Dermatest human trial testing, OECD 301B biodegradability), making it a first-to-market certified skin-safe toy brand in the UK. Zimpli Kids operates as a wholly-owned subsidiary of the Simba Dickie Group, a diversified German toy conglomerate, with no disclosed funding rounds or public listing.

Name

Zimpli Kids

Legal name

Zimpli Kids Ltd

Website

https://zimplikids.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Short description

Zimpli Kids is a UK-based designer and manufacturer of patent-protected sensory and bath play products for children, selling wholesale to toy retailers in 50+ countries and operating as a subsidiary of Simba Dickie Group.

Ownership category

akta.pro rank

Product category

Children's Bath and Sensory Play Products

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Doll, Toy, and Game Manufacturing (33993)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Kids Bath Additives & Fun Bath (Bubble Bath, Bath Bombs) (CRABAJAO)

akta.pro secondary industry

Bath & Shower Products (Soaps, Body Wash, Bath Additives) (CRADANAB)

Keywords

• Children's bath products
• Sensory play products
• Bath bomb manufacturing
• Private label manufacturing
• Wholesale toy distribution

Headquarters

HQ city

Blackburn

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale B2B Product Sales: Direct wholesale sales to retailers and distributors worldwide through trade accounts and the B2B website. Products sold in bulk case configurations with trade pricing.
2. Private Label Manufacturing: OEM manufacturing opportunities for bath bombs and other sensory products. Output capacity up to 30,000 bath bombs per day with minimum order quantities starting from 2,000 pieces.
3. Retail B2C Sales: Consumer direct sales through zimplistore.com and Amazon marketplace (rated 4.7 with over 5,000 reviews).

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Zimpli Kids designs and manufactures children's bath, creative-play, sensory-play, and outdoor products, including fizzing and collectible bath bombs, powders that transform water into goo or slime, washable bath art, sensory modelling products, and snow-like outdoor play products. It sells branded ranges wholesale to retailers and distributors and directly to consumers, while also providing private-label/OEM manufacturing, custom product production, and point-of-sale display units.

Product overview

Zimpli Kids is a children's sensory and bath products company offering a portfolio of 'just add water' products designed for imaginative and sensory play. The core product ecosystem includes Baff Bombz (bath bombs with collectible surprise figures), Gelli Baff (water-to-goo transformation), Slime Baff (water-to-slime transformation), and Crackle Baff (crackling colour-changing powder). Supporting products include Baff Paints, Baff Crayons, Baff Water Colours, Magic Brush, Baff Potions, Doodle N Dip, and Gelli Play. The range extends to outdoor products (SnoBall) and a new Z's line for teens/adults featuring self-care products like Matcha Boba Bath Bombs. Products are sold through B2B wholesale (trade accounts) and B2C retail channels. The company also offers private label manufacturing services and custom retail display units.

Differentiator

Problem solved

Functional benefit

Products and services

• Baff Bombz A children's bath-bomb range that fizzes, changes bathwater colour, and may contain collectible surprise figurines. It is offered in themed ranges and sizes from 40g single-use products to 100g products with surprise figures.
• Special Effect Baff Bombz A Baff Bombz range including Unicorn, Star, Rainbow/Cloud, and Rocket Flame varieties that release multi-coloured or special visual effects when used in bathwater.
• Gelli Baff A powder that turns bathwater into thick, colourful goo; adding dissolver powder returns it to coloured water that is safe to drain. The product is certified biodegradable.
• Slime Baff
• Smelli Gelli Baff A scented Gelli Baff variant that turns bathwater into Bubblegum- or Tutti Frutti-scented goo.
• Crackle Baff A powder that crackles, pops, and changes bathwater colour when sprinkled into a bath.
• Baff Paints Bath-safe paint sticks and activity sets for drawing and colouring in the bath, including wipe-clean books, stamps, and sponges.
• Baff Crayons Washable, non-toxic crayons designed for drawing in the bathtub.
• Baff Water Colours Dissolvable red, yellow, and blue tablets that turn bathwater into vibrant colours when mixed.
• Baff Potions An interactive bath-time kit containing Potion Powder, Fizzy Star Fragments, and Popping Crystals for creating colourful, fizzing potions.
• Magic Brush A bath paint brush that holds Baff Bomb powder for creating fizzing patterns on bathwater and includes Baff Water Colours.
• Gelli Play A sensory and modelling product that turns water into a gelli substance. It is offered in blue, red, and green and uses packaging described as fully eco-friendly.
• Doodle N Dip An arts and crafts set containing magic markers and a doodling paddle for creating pictures that float and can be dipped to become tattoos.
• SnoBall An outdoor sensory-play product used to create snow-like textures and play experiences.
• Mega Baff Pack A 12-use bath-time bundle combining Gelli Baff, Slime Baff, and Crackle Baff in one sensory-play pack.
• Z's (Teens & Adults) A product line for teens and adults featuring self-care and gifting products, including Matcha Boba Bath Bombs and Sweet Marshmallow & Lemon variants.
• Display Units Point-of-sale display units for retail customers, including cardboard FSDUs, metal FSDUs, pallet displays, and shelf TV displays with optional 7-inch screens.
• Private Label Manufacturing An OEM manufacturing service for customer brands seeking custom bath bombs and sensory products, with capacity of up to 30,000 bath bombs per day at an ISO 9001, ISO 14001, and SMETA accredited UK factory.

Quantifiable outcome

• 4.7/5 star rating on Amazon with 5,000+ customer reviews
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Hasbro: Global toy and games company with sensory play, slime and bath-related product lines. Comparable as a broad incumbent competing in similar mass-market toy and gift channels.
• Mattel: Global toy giant with bath toys and sensory play products (Barbie, Hot Wheels, Fisher-Price lines). Comparable as a broad incumbent with mass-retail distribution and broader toy portfolio competing for the same shelf space.
• Moose Toys: International toy company with slime and novelty toy lines (e.g., Magic Mixies). Comparable as a broad incumbent in the sensory/messy play toy category targeting similar retailers and gift channels.
• Spin Master: Major global toy company whose portfolio includes kinetic sand, slime and sensory play products. Comparable as a broad incumbent with overlapping sensory/toy formats and global retail distribution that competes for the same shelf space.

Regional players

• Schylling: US-based specialty toy manufacturer known for retro and novelty toys including bath toys. Comparable in product category but primarily serves the North American market rather than Zimpli's global wholesale footprint.

Direct peers

• Crazy Aaron's: US manufacturer of Thinking Putty and other slime/sensory play products with patent-protected formulations. Directly comparable to Zimpli Kids in proprietary sensory/toy chemistry and B2B retail distribution.
• Cra-Z-Art: Toy and arts-and-crafts manufacturer producing slime kits, sensory toys and bath/spa products. Comparable to Zimpli Kids across slime/sensory play formats and mass-retail toy distribution.
• Lush: Global bath and personal-care brand best known for its bath bombs, soaps and shower products. Directly comparable to Zimpli Kids in the bath bomb format and B2B retail distribution, though Lush skews to adult/premium positioning while Zimpli focuses on children.
• Toysmith: US-based toy manufacturer and distributor with a broad bath, sensory and novelty toy range sold through mass retail and gift channels. Comparable to Zimpli Kids in product mix and wholesale B2B distribution model.

Emerging players

• Nickelodeon Slime: Licensed slime and sensory toy products sold under Nickelodeon's entertainment IP. Comparable as an emerging licensed player in the slime/sensory category, leveraging media-tied IP for retail placement similar to Zimpli's themed bath bomb collectibles.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/zimplikids
• YouTubeyoutube.com/@ZimpliKids
• Facebookfacebook.com/Zimplikids
• Instagraminstagram.com/zimplikids
• TikToktiktok.com/@zimplikids
• LinkedInlinkedin.com/company/zimpli-kids

Compliance16 records

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 Zimpli Kids