What Hinkler does

Hinkler Pty Ltd is a privately held Australian publishing company headquartered at 77 Station Street, Malvern, Victoria. Founded in 1994 and operating with approximately 98 employees, Hinkler describes itself as the "#1 Australian publisher for Adults & Children." The company produces and sells a wide portfolio of physical books, activity kits, craft products, games, and toys targeting two parallel customer segments — children (Early Learning, Colouring & Activity, Art & Craft, Books, Games & Toys, and Licensed products) and adults (Art & Craft, Reference Books, Colouring, and Games & Toys).

Its product architecture is organized around multiple proprietary sub-brands including OMC! Oh My Craft!, Kaleidoscope Colouring, Craft Maker, Art Maker, School Zone, Inkredibles, Junior Jigsaw, Zap! Create, Curious Craft, and Gifting. In addition to owned IP, Hinkler publishes activity books and kits under licenses for major third-party franchises such as Disney Princess, Marvel's Spider-Man, Bluey, Moana, and Squishmallows. Revenue is generated through one-time product sales of these physical goods, with no subscription, licensing-out, or platform model described.

The go-to-market is dual-channel: a direct-to-consumer e-commerce storefront at hinkler.com.au and a wholesale network supplying Australian retailers and stockists. Marketing relies on organic social media (Instagram @hinkler_global), a content blog, and SEO on its owned domain. The company does not disclose revenue, funding, or ownership details, and no M&A, leadership, or regulatory events appear in the source material. Its reported technology stack is a conventional publishing and e-commerce setup with no proprietary platforms, AI features, or APIs described.

Name

Hinkler

Legal name

Hinkler Pty Ltd

Website

https://hinkler.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Hinkler is an Australian publisher and product company that produces and sells children's and adult activity books, craft kits, games, and toys — including licensed collections for Disney, Marvel, Bluey, and Squishmallows — through wholesale and direct e-commerce channels in Australia.

Ownership category

akta.pro rank

Product category

Children's Book Publishing

NAICS

Hobby, Toy, and Game Retailers (45912), Doll, Toy, and Game Manufacturing (339930), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Books: Publishing Or Publishing & Printing (2731), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Dolls & Stuffed Toys (3942)

akta.pro primary industry

Humor, Gift & Specialty Format Books (Journals, Coloring, etc.) (MPAJAAAN)

akta.pro secondary industries

Children’s Nonfiction Publishing (MPAJAFAE), Children’s Nonfiction Educational (Science, History, Nature) (EDAGAIAC), Puzzle Books & Brain Teasers Retail (CRALALAL)

Keywords

• Children's book publishing
• Educational activity books
• Licensed character products
• Adult colouring books
• Craft and activity kits

Headquarters

HQ city

Malvern

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Book Publishing and Sales: Hinkler generates revenue through publishing and selling books for children and adults, including educational books, colouring books, activity books, and reference materials.
2. Games and Toys: Sale of games, toys, and craft products including licensed character products such as Bluey, Spider-Man, Moana, and Squishmallows merchandise.
3. Licensed Product Sales: Revenue from licensed products featuring popular brands and characters including Disney Princess, Marvel's Spider-Man, Bluey, and Moana.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Hinkler is an Australian publishing company that produces, publishes, and sells a broad range of physical books and creative products for both children and adults. Its catalogue spans educational books, colouring and activity books, art and craft products, games, toys, and novelty kits, including licensed character ranges based on brands such as Bluey, Disney Princess, Spider-Man, Moana, and Squishmallows. The company sells these products through its own e-commerce site and via wholesale distribution to retail stockists across Australia.

Product overview

Hinkler is a multi-format Australian publishing company offering a broad portfolio of books and creative products across two main segments: Children's (covering Early Learning, Colouring & Activity, Art & Craft, Books, Games & Toys, and Licensed titles) and Adult (covering Art & Craft, Reference Books, Colouring, and Games & Toys). The company's product architecture comprises multiple sub-brands including OMC! Oh My Craft! (crafting products), Kaleidoscope Colouring (colouring books), Craft Maker (DIY supplies), Art Maker (art tools), School Zone (educational materials), and Inkredibles (magic ink activity products). Hinkler also publishes licensed collections featuring major brands such as Spider-Man, Squishmallows, Bluey, and Moana/Disney Princess. The portfolio spans physical books, activity kits, craft supplies, and themed novelty items distributed through retail and wholesale channels.

Differentiator

Problem solved

Functional benefit

Brands

• OMC! Oh My Craft!: Craft brand featuring craft products and activities
• Kaleidoscope Colouring
• Craft Maker
• Art Maker
• School Zone
• Inkredibles
• Junior Jigsaw
• Zap! Create
• Curious Craft
• Gifting

Products and services

• OMC! Oh My Craft!
• Kaleidoscope Colouring
• Craft Maker
• Art Maker
• School Zone
• Inkredibles
• Super Kaleidoscope Kit Moana
• Scratch Surprise Moana
• Inkredibles Disney Princess Magic Ink Friends
• Disney Princess Activity Lap Desk
• Inkredibles Moana Magic Ink Pictures
• Kaleidoscope Disney Princess Colouring Carry Case
• Children's Books
• Adult Books

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Hachette Livre: Global publishing group with extensive children's, illustrated, and adult trade books. Overlaps with Hinkler across multiple book categories and licensed titles, but operates as a broad multi-imprint incumbent rather than a specialty activity publisher.
• HarperCollins Publishers: Major global publisher with significant children's, illustrated, and adult nonfiction lists. Competes with Hinkler across children's books and adult reference/craft categories as part of a much broader portfolio.
• Faber-Castell: Global art supplies and creative products manufacturer with a strong children's craft and coloring portfolio. Overlaps with Hinkler's Craft Maker and Art Maker lines in product category, though distributed primarily through art-supply and stationery channels rather than book retail.
• Crayola LLC: Global leader in children's art and craft products with licensing tie-ins to major franchises. Comparable to Hinkler's Craft Maker, Art Maker, and licensed activity kits in product category and target segment, though at substantially larger scale and broader geographic reach.
• Penguin Random House: World's largest trade publisher with extensive children's and adult book portfolios including licensed character titles. A broad incumbent competing with Hinkler across multiple of its categories, but not specialising in the activity/craft niche.

Direct peers

• Usborne Publishing: UK-based specialty children's book publisher focused on activity, coloring, and educational titles for young readers. Closely comparable to Hinkler's School Zone, Inkredibles, and Kaleidoscope Colouring lines in product format, age segment, and retail-channel mix.
• Quarto Group: Global illustrated book publisher with strong activity, craft, and children's nonfiction categories. Closely comparable to Hinkler in product mix (craft, coloring, licensed) and multi-brand publishing model, though at materially larger scale.
• Scholastic: Global children's book, educational, and activity publisher with strong school-channel presence. Comparable to Hinkler's School Zone educational line and broader children's books portfolio, with direct overlap in early-learning and activity formats.
• Parragon Books: Specialty publisher of illustrated, activity, and licensed character books for children and adults. Closely comparable to Hinkler in format mix (coloring, activity kits, licensed IP) and gifting-led retail positioning.
• Make Believe Ideas: UK publisher of licensed and proprietary children's activity books, including coloring, novelty, and sound books. Directly comparable to Hinkler's licensed character collections (Disney, Bluey, Moana) and Inkredibles magic-ink format.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/HinklerAU
• Instagraminstagram.com/hinkler_global
• LinkedInlinkedin.com/company/hinkler

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 Hinkler