be amazing toys

What be amazing toys does

Be Amazing Toys operates as a sub-brand within Creative Kids Brands, a privately held toy company organized under the legal entity CTKH I LLC and headquartered at 750 Chestnut Ridge Road, Chestnut Ridge, New York. Founded in 1997 with an initial Art Activity line, the company has grown its portfolio to over 12 product categories organized across multiple sub-brands including Creative Kids (the primary house brand), Science To The Max, Kiddy Dough, B Me, Sense & Grow, Young Hands, and Goozooka. Its products are educational and STEM-focused toys — such as a 14-inch, 60-piece fully poseable Interactive Human Body anatomy figure — targeted at children ages 8-12, with parents, grandparents, and gift-givers serving as the primary end-purchasers.

The company operates a direct-to-consumer e-commerce model through a single owned storefront at creativekids.com, powered by Shopify, with no disclosed wholesale, marketplace, or physical retail distribution. Marketing is limited to organic channels including on-site SEO and an Instagram presence under the creativekidsbrands handle; the company has no disclosed mobile applications, no API platform, no patents or trademarks on file, and no disclosed technology stack beyond Shopify. Revenue mechanics are one-time product sales with no subscription, licensing, or recurring revenue model indicated, and pricing is not publicly disclosed on available source pages.

There is no disclosed external funding, no parent company, no public listing, and no documented M&A activity. The company appears to be closely held and independently operated, with no management team bios, no certifications, no regulatory actions, and no partnerships disclosed in available sources. The primary forward-looking commercial signal is the planned 2026 launch of the Goozooka sub-brand and refreshed annual product cycles across the existing portfolio, indicating continued organic category-level investment rather than scale-stage expansion.

Name

be amazing toys

Legal name

CTKH I LLC

Website

https://beamazing.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Creative Kids Brands (CTKH I LLC), founded in 1997, operates the Be Amazing Toys sub-brand and a multi-brand portfolio of STEM-focused educational toys for children ages 8-12, selling direct-to-consumer through a Shopify-powered storefront at creativekids.com.

Ownership category

akta.pro rank

Product category

Educational Toys

NAICS

Hobby, Toy, and Game Retailers (459120), Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Educational & Learning Toys Retail (CRALAFAB)

akta.pro secondary industry

Traditional Toy Stores (CRALAFAA)

Keywords

• Educational toys
• STEM toys
• Children's toys
• Arts and crafts
• Sensory play toys

Headquarters

HQ city

Chestnut Ridge

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Toy product sales: One-time product sales through direct e-commerce channel. Customers purchase physical toys (arts & crafts, science/STEM toys) through the online storefront. No subscription or recurring revenue model indicated.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Be Amazing Toys is a sub-brand of Creative Kids Brands (CTKH I LLC) that designs, sells, and distributes educational, STEM-focused, and creative play toys for children. The company operates a portfolio of more than 12 toy categories across multiple sub-brands, selling physical products directly to consumers through its own e-commerce storefront at creativekids.com, powered by Shopify.

Product overview

Be Amazing Toys is a sub-brand under Creative Kids Brands (CTKH I LLC), a company founded in 1997 that has grown to offer over 12 toy categories. The product portfolio is organized as a multi-brand platform featuring Creative Kids as the primary house brand, alongside specialized sub-brands including Science To The Max (science education toys), Kiddy Dough (sensory play), B Me (developmental toys), Sense & Grow (sensory development), Young Hands (hands-on activities), and Goozooka (imaginative play). Featured products include the Science to The Max Interactive Human Body, a 14-inch poseable anatomy model with 60 pieces designed as a STEM educational toy for children ages 8-12. The company emphasizes innovation and quality-driven toys, operating its e-commerce store on the Shopify platform.

Differentiator

Problem solved

Functional benefit

Brands

• Science To The Max: Science-themed educational toys and STEM products for children.
• Kiddy Dough
• B Me
• Sense & Grow
• Young Hands
• Goozooka

Products and services

• Science to The Max Interactive Human Body Fully Poseable Anatomy Figure A 14-inch tall, fully articulated and poseable human body model with 60 pieces including bones, muscles, and organs, designed as a STEM educational toy for children ages 8-12. Includes an adjustable stand and illustrated instruction cards teaching body functions.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Direct peers

• Alex Brands: Multi-brand toy company operating a portfolio of children's toy brands including craft, art, and activity lines, with both DTC and retail distribution. Highly comparable to Creative Kids' multi-brand portfolio strategy and craft/activity product mix.
• Learning Resources: Specialist in STEM and educational toys for kids, including hands-on science sets, anatomy models, and classroom learning products. Direct overlap with Creative Kids' Science To The Max sub-brand and the Interactive Human Body product category.
• Educational Insights: Educational toy brand focused on STEM, science, and learning toys for children. Comparable in target customer (parents and educators), product positioning (educational + fun), and category overlap with Be Amazing Toys and Science To The Max.
• Melissa & Doug: Long-established (founded 1988) maker of educational, creative, and developmental toys for children, with a multi-category portfolio including arts & crafts, pretend play, and STEM-adjacent lines. Highly comparable to Creative Kids' house-of-brands, educational/creativity positioning, and parent/gift-buyer target customer.
• Fat Brain Toys: Specialty online retailer focused on educational, developmental, and STEM toys for children, operating primarily DTC. Comparable to Creative Kids on DTC-only e-commerce motion, educational positioning, and parent buyer segment.
• Thames & Kosmos: Maker of science kits, anatomy models, and STEM learning toys sold through DTC, specialty, and educational retail. Closely comparable to Creative Kids on science/STEM product depth and parent/educator buyer profile.

Broad incumbents

• Play-Doh (Hasbro): Iconic playdough/sensory play brand under Hasbro, directly comparable to Creative Kids' Kiddy Dough sub-brand in product category and child sensory play positioning, but operating as part of a global incumbent toy portfolio.
• Crayola: Dominant arts & crafts and creative play brand with broad retail distribution and licensing. Comparable to Creative Kids on arts, crafts, and creativity product category, and parent/gift-giver buyer, but operates at significantly larger scale and broader product breadth.
• Spin Master: Large publicly listed toy company with broad portfolio including educational, activity, and STEM-adjacent lines. Comparable only at industry level; much larger scale, global retail distribution, and significantly broader product range than Creative Kids.

Emerging players

• National Geographic Toys: Licensed line of science, exploration, and STEM toys targeting children. Comparable to Creative Kids on science/STEM category overlap and parent/gift-buyer target audience, though anchored by a globally recognized media brand.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/creativekidsbrands
• LinkedInlinkedin.com/company/be-amazing-toys

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 be amazing toys