Bulls I Toy, LLC

What Bulls I Toy, LLC does

Bulls I Toy, LLC is a privately held wholesale toy distributor founded in 2009 and headquartered in Des Moines, Iowa. The company designs, licenses, and distributes affordably priced collectible toys and fidget products to mass-market and specialty retailers across the United States and Canada. Its portfolio comprises five registered proprietary brands (Cutie Cuff plush slap bands, Squish'Ums! slow-rise foam collectibles, Brainstem educational and fidget toys, Squidgets squishy fidget toys, and Cardguard trading card protection accessories) alongside licensed collectibles featuring intellectual property from Disney, Marvel, Star Wars, Harry Potter, Sanrio, Paramount, Bob's Burgers, Nightmare Before Christmas, and Wings of Fire.\n\nThe company operates an asset-light distribution model, selling wholesale to national retailers including Target, Walmart, and Walgreens, with additional placement in specialty stores and limited e-commerce presence on Amazon Canada. Product formats include plush slap bands, chibi figurines with suction cup bases, moveable dangler clips, eraser puzzle figures, slow-rise foam squishies, fidget toys, and trading card accessories. Marketing is conducted through Facebook, Instagram, and TikTok, supported by an influencer application program and cross-platform promotional giveaways. The company holds no disclosed technology platform or proprietary manufacturing capability, relying instead on licensing arrangements and third-party production.\n\nThe business is led by President Tim Nolan, appointed in 2017, under whom the company built its proprietary brand portfolio. The leadership team comprises eight individuals total, including heads of product development, licensing and marketing, and creative functions. Bulls i Toy is incorporated in Iowa under the legal name Bulls i Toy Inc., with no disclosed parent company, subsidiaries, venture funding, or public listing. A copyright notice referencing "Excell Marketing and Bulls i Toy Inc." suggests a possible related operating entity, though no formal corporate relationship is documented.

Name

Bulls I Toy, LLC

Legal name

Bulls i Toy Inc.

Website

https://bullsitoy.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Bulls i Toy is a privately held wholesale toy distributor selling licensed and proprietary collectible toys, plush, fidgets, and trading card accessories through mass retailers including Target, Walmart, and Walgreens across the US and Canada.

Ownership category

akta.pro rank

Product category

Licensed Collectible Toys

NAICS

Toy and Hobby Goods and Supplies Merchant Wholesalers (42392)

akta.pro primary industry

Party Games, Novelty & Impulse Toy Distribution (CRAOAMAI)

akta.pro secondary industry

Traditional Toys Distribution (CRAOAMAA)

Keywords

• Licensed collectible toys
• Plush toy distribution
• Trading card accessories
• Fidget toy products
• Entertainment merchandise licensing

Headquarters

HQ city

Des Moines

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Wholesale Toy Distribution: Bulls i Toy generates revenue through wholesale distribution of licensed collectible toys to mass market and specialty retailers. Products include plush toys, figurines, trading card accessories, and fidget toys sold under licensed entertainment brands.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Bulls i Toy designs, sources, and wholesale-distributes a portfolio of licensed and proprietary collectible toys, including plush slap bands (Cutie Cuff), slow-rise foam squishies (Squish'Ums!), chibi figurines and danglers (Chibi Snapz, Puzzle Palz, Chibi in Motion, Plush Danglers), fidget toys (Brainstem, Squidgets), and trading card protection accessories (Cardguard). Products are sold under the company's five proprietary registered brands as well as entertainment IP licenses from Disney, Marvel, Star Wars, Sanrio, Harry Potter, Paramount, and others. Distribution is to mass-market and specialty retailers across the United States and Canada.

Product overview

Bulls i Toy is a toy distributor offering trendy, affordably-priced collectible toys. The portfolio consists of five proprietary brands—Cutie Cuff® (plush slap bands), Squish'Ums!® (slow-rise foam squish toys), Brainstem® (fidget and educational toys), Squidgets® (squishy fidget toys), and Cardguard® (trading card protection accessories)—alongside licensed collectibles featuring intellectual properties from Disney, Marvel, Star Wars, Harry Potter, Sanrio, Paramount, Bob's Burgers, Nightmare Before Christmas, and Wings of Fire. The toy product lines include Chibi Figures (Chibi Snapz® suction cup figurines and Puzzle Palz eraser figures), Chibi in Motion (moveable figural danglers), Plush Danglers (clip-on plush toys), and Cutie Cuff® and Squish'Ums!® collections. The company was founded in 2009 and ships from Des Moines, Iowa.

Differentiator

Problem solved

Functional benefit

Brands

• Creepy Cuff: Plush slap band product line featuring Disney Villains and Nightmare Before Christmas characters.
• Brainstem
• Squidgets
• Squish'Ums!
• Cutie Cuff
• Cardguard

Products and services

• Cutie Cuff Cutie Cuff is a registered proprietary brand of plush slap-band accessories featuring licensed characters from Disney, Marvel, Star Wars, Sanrio, Harry Potter, Wings of Fire, and other franchises. The plush wraps around the wrist as a fashion accessory for kids and the young-at-heart, sold wholesale to mass and specialty retailers.
• Squish'Ums! Squish'Ums! is a registered proprietary brand of pocket-sized slow-rise foam collectible characters featuring licensed IP from Disney, Pixar, Marvel, Sanrio, and other franchises, designed for tactile sensory play and sold wholesale to mass and specialty retailers.
• Brainstem Brainstem is a registered proprietary brand of fidget and educational toys including Goo Lab Thinking Putty (crystal, glow-in-the-dark, pearl, UV-reactive varieties) and Mobius Cube, Rings, Sphere, and Spinner fidget toys, sold wholesale to mass and specialty retailers.
• Squidgets Squidgets is a registered proprietary brand of squishy fidget toys including Squirmy Worm, Impoppable Ball, Popping Tubes (Mini and Large), and Popping Spinner products, sold wholesale to mass and specialty retailers.
• Cardguard Cardguard is a registered proprietary brand of trading card protection products including albums, pages, deck cases, sleeves, top loaders, and binders for Pokémon, Magic: The Gathering, sports cards, and other collectible card games, sold wholesale to specialty retailers.
• Chibi Figures Chibi Figures is Bulls i Toy's product line of small collectible figurines that includes Chibi Snapz (suction-cup-bottom figures for sticking to smooth surfaces) and Puzzle Palz (eraser-material figures that disassemble for assembly play), featuring licensed characters from Disney, Marvel, Star Wars, Sanrio, Harry Potter, and Paramount.
• Chibi in Motion Chibi in Motion is Bulls i Toy's product line of figural dangler toys with moveable arms and legs featuring licensed characters from Disney, Paramount, and Bob's Burgers, designed for clipping onto bags, keys, or displays to encourage storytelling and imaginative play.
• Plush Danglers Plush Danglers are Bulls i Toy's clip-on plush toys designed to attach to backpacks, bags, or keys, featuring licensed characters from Sanrio, Marvel, Paramount (SpongeBob SquarePants), and Bob's Burgers.

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Funko: The dominant publicly-traded maker of licensed collectible figures and plush (Pop!, SODA, Funko Plush). Bulls i Toy competes directly with Funko's licensed collectible ranges at Target, Walmart, and Walgreens across Disney, Marvel, Star Wars, and Sanrio properties.
• Moose Toys: Australian-based toy company famous for collectible brands (Shopkins, Magic Mixies, Smooshy Mushy) and a meaningful Disney/Marvel licensee. Competes in the same fidget, squishy, and licensed collectible categories.
• Jazwares: Major licensed toy manufacturer with deep Disney, Marvel, and Warner Bros relationships and a strong plush and collectibles portfolio. Distributes into the same mass and specialty retail channels as Bulls i Toy.
• Basic Fun!: Licensed toy company (Lite-Brite, Lincoln Logs, Care Bears, Tonka) with collectible assortment sold at Target, Walmart, and other mass retailers. Competitor in impulse-priced licensed segments and same shelf competitors.
• Kidrobot: Designer art toy and collectible figure company with Dunny and other collectible lines. Comparable as a small-vendor collectible figure player, though Kidrobot skews more toward designer/urban specialty retail.
• Great Eastern Entertainment: Licensed plush, bags, and accessories manufacturer specializing in anime, gaming, and pop-culture franchises. Comparable in size and product mix to Bulls i Toy's licenses-driven collectibles.
• Cuddle Barn: Maker of animated plush toys and licensed plush collectibles (Pokémon, Disney, etc.) selling at mass and specialty retailers. Direct competitor in plush and licensed collectible categories.
• Cryptozoic Entertainment: Maker of licensed collectibles, trading card accessories, and tabletop gaming products. Comparable in the Cardguard segment via trading card protection albums and sleeves, and on licensed collectible toy lines.
• CE USA (NJ Croce): Licensed toy and gift company focused on character plush, bags, and accessories (Pokémon, Hello Kitty). Direct competitor in mass-market licensed plush and impulse collectibles.

Broad incumbents

• MGA Entertainment: Diversified toy company (Bratz, LOL Surprise, Little Tikes) with substantial licensing partnerships and mass retail distribution. Overlaps with Bulls i Toy in licensed collectibles and squishy/impulse toys.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/bullsitoy
• Instagraminstagram.com/bullsitoy/?hl=en
• TikToktiktok.com/@bullsitoy?lang=en
• LinkedInlinkedin.com/company/bulls-i-toy-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Bulls I Toy, LLC