Rosman

What Rosman does

Rosman is a privately held Russian Limited Liability Company headquartered in Moscow, operating two interlocking businesses under the LLC ROSMAN brand. It publishes children's books, ranking among Russia's Top 5 publishing houses with 30 years of leadership in the segment, publishing over 230 new titles annually with total print runs of approximately 6.5 million copies per year. It is also the No.1 toy distributor in the CIS market, distributing a portfolio of branded toys through wholesale, retail (including Detskiy Mir, Chitay Gorod, Karusel), and e-commerce channels (Wildberries, Ozon, own storefront). The company combines publishing IP ownership with toy distribution and brand development, having built or represented multiple leading brands including Infinity Nado (No.1 boys toy brand in Russia in 2023), Screechers Wild (Top-5 boys brand), Cry Babies, Dinoster, Metal Cardbot, and Hello Carbot, as well as licensed collectible labels POP MART and Mighty Jaxx.

The technical core of Rosman's operations combines a proprietary recommendation engine with Yandex's recommendation technology, trained on aggregated user interaction and purchase history. The company has deployed AI brand ambassadors (Ringo and Xander) for Screechers Wild that communicate with subscribers via VK chatbot accounts and appear in TV/digital advertising using character-based conversational AI. Rosman's commercial infrastructure spans own storefronts, marketplaces, wholesale, and joint procurement, with marketing reach supported by a multi-million subscriber social presence and major influencer partnerships (notably VLAD A4, with 46M+ YouTube subscribers) plus esports activations such as the 2024 Standoff 2 Major sponsorship.

Rosman generates revenue across four streams: toy distribution margins on owned and licensed brands, book sales and publishing rights, brand licensing royalties (operated through a dedicated Rights and Licenses department), and emerging designer collectible distribution through POP MART and Mighty Jaxx. The company's go-to-market operates on three parallel motions: sales-led brand development for toy IP, channel-partner distribution through major retail and e-commerce platforms, and event-driven trade marketing built around influencer, esports, and exhibition activations. Primary customer segments are children and young adults (books), parents and families (purchasers), boys 6-12 (toy brands), and girls (Cry Babies dolls), with retail/wholesale buyers as the B2B counterpart.

Name

Rosman

Legal name

ROSMAN LLC

Website

https://rosman.ru

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

251–500 employees

Short description

Rosman is a Russian children's book publisher (Top 5 nationally, ~230 titles/year, 6.5M copies) and the No.1 toy distributor in the CIS market, distributing brands like Infinity Nado and Screechers Wild through Detskiy Mir, Wildberries, and Ozon for children and parents.

Ownership category

akta.pro rank

Product category

Children's Products and Publishing

NAICS

Hobby, Toy, and Game Retailers (45912), Toy and Hobby Goods and Supplies Merchant Wholesalers (423920), Book, Periodical, and Newspaper Merchant Wholesalers (424920)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

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

akta.pro secondary industry

Children’s Books & Educational Readers Retail (CRALAAAD)

Keywords

• Children's book publishing
• Toy distribution
• Toy brand licensing
• Children's products retail
• Brand development marketing

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Toy Distribution: ROS_MAN operates as the No.1 toy distributor in the CIS market, distributing branded toys through wholesale, retail, and online channels. Revenue is generated through product sales and distribution margins.
2. Book Publishing: ROS_MAN ranks among Russia's top five publishing houses with 30 years of leadership in children's books market. Publishes over 230 new titles annually with total print runs of 6.5 million copies. Revenue generated through book sales and publishing rights.
3. Brand Licensing and Development: The company builds and manages toy brands (Infinity Nado, Screechers Wild, Cry Babies, Dinoster) from launch to market leadership. Revenue includes licensing fees and brand management services.
4. Rights and Licenses: ROS_MAN has a dedicated Rights and Licenses Department that manages intellectual property licensing for their published works and branded products.

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Rosman is a Russian children's products company that publishes children's books (more than 230 new titles per year, total print runs around 6.5 million copies) and develops, distributes, and licenses toy brands across the CIS market. The toy portfolio includes proprietary brands (Screechers Wild, Infinity Nado, Dinoster, Cry Babies, Metal Cardbot, Hello Carbot) and licensed designer-toy lines (Mighty Jaxx, POP MART), sold through wholesale, retail chains, and major e-commerce platforms such as Wildberries and Ozon.

Product overview

Rosman is a Russian children's publishing house and toy distributor operating as a dual-category business. In toys, they distribute and market multiple licensed toy brands including Screechers Wild (cars-transformers ranked TOP-5 for boys), Infinity Nado (No.1 boys toy brand), Dinoster (dinosaur-themed), Cry Babies (magical dolls), Metal Cardbot and Hello Carbot (transformers brands), Mighty Jaxx (designer collectibles), and POP MART (designer figurines). In publishing, they produce children's books with over 230 new titles annually. The company positions itself as brand builders with expertise in digital marketing, trade marketing, and e-commerce, launching brands to top positions in the market.

Differentiator

Problem solved

Functional benefit

Brands

• Infinity Nado: Community of millions of children, influencers and parents. Top-20 best-selling boy toy brand in Russia according to NPD Russia (2020-2022). No.1 boys toy brand in Russia in 2023.
• Screechers Wild
• Dinoster
• Cry Babies
• Metal Cardbot
• Hello Carbot
• Mighty Jaxx
• POP MART

Products and services

• Screechers Wild Proprietary transformer toy line whose cars transform hands-free into creatures mid-air, targeted at boys and built around an animated series and a multi-million-fan community.
• Infinity Nado Proprietary spinners / battling-top style toy line with active-play mechanics, supported by offline tournaments in six Russian cities and a Standoff 2 esports partnership.
• Dinoster Dinosaur-themed proprietary toy line based on an animated series, with character experiences such as meet & greet for children.
• Cry Babies Proprietary line of collectible and interactive dolls from an animated series, with a magic-tears storyline targeted at girls.
• Metal Cardbot Transformer toy line built on an animated series, featuring a wrist gadget that captures and powers up collectible Cardbot figures.
• Hello Carbot Transformer toy line featuring characters that convert from cars into robots, available in Mini and Standard series for fans of the animated series.
• Mighty Jaxx (licensed distribution) Licensed distribution in Russia of Singapore-based Mighty Jaxx designer collectibles, spanning phygital and digital collectible figures.
• POP MART (licensed distribution) Licensed distribution in Russia of POP MART blind-box and collectible designer figurines, including HIRONO, Peach Riot, Skullpanda, Molly, Dimoo, and The Monsters (Labubu).
• Children's books (Publishing) Children's books for parents, children, and young adults including educational materials, fiction, and entertainment content; over 230 new titles published in 2022 with a 6.5 million-copy total print run.

Quantifiable outcome

• 4x brand growth since beginning of cooperation with VLAD A4 brand ambassador for Screechers Wild
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature2 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Chitay GorodcoreChannel Partner/ Reseller/ DistributorBook retailer partner displaying ROS_MAN publishing house logo as a key partner for book distribution.
• KaruselcoreChannel Partner/ Reseller/ DistributorMajor retail chain partner for toy and book distribution across Russian retail network.
• Zapf CreationcoreStrategic or Co-development PartnerGerman toy manufacturer known for Creation Dolls. Strategic partner for product development and distribution.
• Detskiy MircoreChannel Partner/ Reseller/ DistributorLeading children's retail chain in Russia - key distribution partner for ROS_MAN toys and books.
• WildberriescoreChannel Partner/ Reseller/ DistributorMajor Russian e-commerce marketplace platform for online distribution of toys and books.
• Alfa GroupminorStrategic or Co-development PartnerDiversified consortium - strategic partner referenced in ROS_MAN ecosystem.
• AnimaccordcoreStrategic or Co-development PartnerAnimation studio creating content for toys - co-development partner for branded animated series like Cry Babies.
• OzoncoreChannel Partner/ Reseller/ DistributorMajor Russian e-commerce marketplace - key online distribution partner for toys and books.
• 0+ MediaminorChannel Partner/ Reseller/ DistributorChildren's media channel partner for content distribution and brand promotion.
• MGA EntertainmentcoreTechnology or IntegrationUS-based entertainment company - strategic partner for branded toy development and licensing.
• YandexcoreTechnology or IntegrationTechnology partner providing recommendation technology with algorithms for personalizing user experience on ROS_MAN website. Uses Yandex's own recommendation algorithms.
• VLAD A4coreGTM or Marketing PartnerNo.1 YouTube blogger for Russian-speaking audience (46M+ subscribers) serving as official brand ambassador for Screechers Wild. Resulted in 4x brand growth since beginning of cooperation. Fastest growing blogger in Russia and CIS, idol of boys aged 6-12.
• Standoff 2minorGTM or Marketing PartnerNo.1 tactical shooter on Google Play with 200M+ downloads. Infinity Nado was main partner of EPIC Standoff 2 Major 2024 esports tournament with over 2000 offline spectators and 238,000+ YouTube views.
• Mighty JaxxcoreOEM/ Whitelabel/ Licensing PartnerSingapore-based designer toy brand. Strategic licensing partner for designer collectibles and phygital products in Russian market. Works with iconic brands like Netflix, Disney, Hasbro, and Toei Animation.
• POP MARTcoreOEM/ Whitelabel/ Licensing PartnerLeading blind box collectible toy brand from China. Licensed distribution partner for POP MART products including Hirono, Peach Riot, Skullpanda, Molly, Dimoo, and The Monsters (Labubu) brands in Russia.

Scale indicators10 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Hasbro: Global toy and games company and an IP licensor whose Transformers and similar franchises overlap with Rosman's Metal Cardbot/Hello Carbot/Screechers Wild transformer portfolios. Comparable in category leadership and licensing economics.
• Spin Master: Global toy and entertainment company covering collectibles, games, and licensed brands. Comparable in the boys' collectible/transformer category and as a benchmark for transitioning digital/IP content into toy products.
• Mattel: Global toy manufacturer with comparable scale and licensing-driven business model. Competitor for Western brand rights and benchmark for global toymaker economics relevant to Rosman's branded toy distribution.
• Detskiy Mir (Детский мир): Russia's largest dedicated children's retail chain. It is both a Rosman distribution partner and a broader competitor in shaping access to end consumers for children's products, including toys and books.

Direct peers

• Mighty Jaxx: Singapore-based designer-toy and phygital collectibles platform with comparable IP partnerships (Netflix, Disney, Hasbro, Toei Animation). Both firms operate designer-collectibles franchises that bridge animation, gaming, and physical toys.
• MGA Entertainment: US-based entertainment company and Rosman partner for branded toy development and licensing. Comparable as a brand builder behind properties such as Bratz and LOL surprise dolls that overlap with Rosman's Cry Babies line.
• POP MART: Leading blind-box collectible toy company and a Rosman licensing partner. Directly comparable in the designer-toy/blind-box category, shared SKUs (Labubu, Skullpanda, Molly), and collectibles fan-community model.
• AST (АСТ): Major Russian publisher competing with Rosman in the children's books category and broader trade-book market. Overlaps with Rosman in retail distribution channels and author/publishing rights acquisition.
• Eksmo (Эксмо): One of Russia's largest publishing houses and a direct competitor in the children's books market. Both Eksmo and Rosman publish top Russian-language titles for children and compete for retail shelf and pipeline advantages with retailers like Chitay Gorod.

Emerging players

• Funko: Pop-culture collectibles manufacturer with a comparable blind-box and licensed-collectibles model. Overlaps with Rosman's Mighty Jaxx and POP MART collectibles category and shares brand-licensing-driven unit economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Rosman_group
• Facebookfacebook.com/ROSMANGroup
• LinkedInlinkedin.com/company/rosman-publishing-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Rosman