Hinkler

Children's Book Publishinghinkler.com

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.

Company typePrivate
Founded-
HeadquartersMalvern, Australia
Headcount51–100
GTM typeB2C
OfferingHardware or Manufacturing

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.

Hinkler firmographics

Firmographics

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

Hinkler industry classification

Industry

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

Where Hinkler is headquartered

Location

Headquarters

HQ city: Malvern
HQ country: Australia
HQ region: Oceania

Offices1 record

Markets served

Hinkler business model

Business model

GTM type: B2C
Offering type: Hardware or Manufacturing
Cost components: Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

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.
Games and Toys: Sale of games, toys, and craft products including licensed character products such as Bluey, Spider-Man, Moana, and Squishmallows merchandise.
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

Hinkler product offering

Product offering

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

Companies that use Hinkler

Customer profile

Segments2 records

Ideal customer profiles3 records

Hinkler technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Hinkler partnerships and signals

Strategic signal

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Hinkler competitors and assessment

Company assessment

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

Hinkler financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Hinkler leadership team

Management profile

Number of profiles

Hinkler funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Hinkler M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hinkler

What does Hinkler do?

Is Hinkler a public or private company?

Hinkler is a private company. It is classified as unknown and is currently operating.

When was Hinkler founded?

Hinkler was founded in -1. It employs 51 to 100 people.

Where is Hinkler based?

Hinkler is headquartered in Malvern, Australia, in the Oceania region.

How does Hinkler make money?

Three revenue lines are on record. Book Publishing and Sales are the primary driver. The others are games and Toys and licensed Product Sales.

Who are Hinkler's main competitors?

Broad incumbents on record are Hachette Livre, HarperCollins Publishers, Faber-Castell, Crayola LLC and Penguin Random House. Direct peers are Usborne Publishing, Quarto Group, Scholastic, Parragon Books and Make Believe Ideas.

Does Hinkler have an API?

No public API is recorded for Hinkler.

What industry is Hinkler in?

Hinkler's product category is Children's Book Publishing. Its primary akta.pro industry code is MPAJAAAN, Humor, Gift & Specialty Format Books (Journals, Coloring, etc.), with a secondary code of MPAJAFAE, Children’s Nonfiction Publishing. Its NAICS code is 45912 and its SIC code is 2731.