NotToys.World

What NotToys.World does

Not Toys is an Egypt-headquartered designer, manufacturer, and direct-to-consumer retailer of handcrafted collectible art toys, sculptures, leather accessories, and limited-edition lifestyle objects. The company's core technology stack is artisanal rather than digital: products are cast in polyester resin reinforced with fiberglass and finished with 21k gold-plated brass accents and natural genuine leather, with every piece produced in an in-house studio by a small team of skilled artists, yielding intentional piece-to-piece variation. The catalog centers on two proprietary character IPs — "Fudge" and "COCO" — and spans art toys priced roughly EGP 25,907–100,000, leather goods at EGP 3,680–59,800, and large-scale furniture sculptures priced up to EGP 550,000 through a partnership with Studio Five.

The business model is direct-to-consumer e-commerce via a Shopify storefront (nottoys.wtf) with global shipping and free shipping within Egypt, supplemented by WhatsApp-based inquiries for high-value collaboration pieces. Revenue is one-time per-unit, with no subscription or recurring layer visible. Commercial partnerships have expanded the addressable surface into adjacent luxury categories — Siran for 18k gold and diamond jewelry, Studio Five for functional furniture sculptures, and Dolls & Dons for hand-painted editions by 15 named Egyptian artists — alongside a parallel fashion line. The company positions itself as Egypt's first art toy brand and is privately held, founder-led, with no disclosed external funding or institutional investors.

Name

NotToys.World

Legal name

Not Toys

Website

https://nottoys.wtf

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Not Toys is an Egypt-based designer and direct-to-consumer brand of handcrafted collectible art toys and sculptures, selling proprietary Fudge and COCO character resin pieces, leather goods, and limited editions through its own Shopify storefront to individual art-collectors and design-conscious luxury gift buyers.

Ownership category

akta.pro rank

Product category

Art Collectibles & Designer Toys

NAICS

Doll, Toy, and Game Manufacturing (33993), Hobby, Toy, and Game Retailers (459120), Jewelry Retailers (458310)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Dolls & Stuffed Toys (3942), Costume Jewelry & Novelties (3960)

akta.pro primary industry

Miniatures & Figurines (Display/Collectible) (CRALAKAB)

akta.pro secondary industries

Luxury Fashion Jewelry & Designer Accessories (Non-fine) (CRAAAFAM), Luxury Leather Goods & Handbags (CRAKAFAB), Fashion/Costume Jewelry Manufacturing (CRAKAIAB)

Keywords

• Handcrafted art toys
• Collectible sculptures
• Designer figurines
• Resin art objects
• Lifestyle collectibles

Headquarters

HQ city

Egypt

HQ country

Egypt

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Marketing or Sales, Operations, Others

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales through their Shopify e-commerce storefront (nottoys.wtf), selling art toys, sculptures, accessories, and collaboration pieces at various price points from EGP 3,680 to EGP 550,000

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

NotToys.World is an Egyptian art toy brand that designs, handcrafts, and sells collectible art toys, sculptures, leather accessories, and limited edition designer objects made from polyester resin reinforced with fiberglass, accented with 21k gold-plated brass. The company operates a direct-to-consumer Shopify storefront with global shipping and free shipping within Egypt, offering in-house collections (Fudge, COCO) plus collaborations with jewelry brand Siran, furniture studio Studio Five, and art atelier Dolls & Dons.

Product overview

Not Toys is Egypt's first art toy brand that creates handcrafted art toys and art objects designed to transport users to new realms of imagination. The company operates as a lifestyle brand designed by Studio Five and offers multiple product lines: the COCO collection (art toys featuring characters with 21k gold-plated brass crowns crafted from polyester resin reinforced with fiberglass), the Fudge collection (the iconic character appearing in various poses and limited editions), Art Objects (charms, ashtrays, and accessories), Leather Goods, and Limited Edition pieces. Not Toys also collaborates with Studio Five on large-scale furniture sculptures (Sky Shower, Sky Lamp, Tubby Bench, Wonder Slide, Floaty Tub), with Siran on jewelry collections (The Crown Collection, The Coin Collection, The Charms Collection featuring 18k gold and diamonds), and with Dolls & Dons on hand-painted duck art toys by 15 Egyptian artists. All products are handcrafted by skilled artisans in their studio, with free shipping within Egypt, 7-10 business day delivery, and a 7-day return policy.

Differentiator

Problem solved

Functional benefit

Products and services

• ZEN COCO Handcrafted COCO collection art toy in a serene yoga pose, made from polyester resin reinforced with fiberglass and topped with a 21k gold-plated brass crown. Designed for collectors and design enthusiasts seeking unique decorative objects for home or office.
• CHILLIN COCO Handcrafted COCO collection art toy in a relaxed seated posture, made from polyester resin reinforced with fiberglass and finished with a 21k gold-plated brass adornment. Targeted at art toy collectors.
• COCO LOCO Handcrafted COCO collection art toy in a classic vibrant character design, made from polyester resin reinforced with fiberglass with a 21k gold-plated brass crown. Targeted at collectors seeking statement decorative pieces.
• MINI COCO BANANA Miniature handcrafted COCO collection art toy made from polyester resin reinforced with fiberglass with a 21k gold-plated brass crown. Sized as a smaller decorative collectible for collectors with limited space.
• Surfing Fudge Limited edition handcrafted Fudge art toy in a surfing pose, made from polyester resin reinforced with fiberglass. Targeted at premium art toy collectors seeking rare sculptural pieces.
• MINI MIGHTY FUDGE Limited collection of mini Mighty Fudge art toys inspired by the 'Not City' other-world concept, available in multiple colors. Targeted at design-conscious collectors.
• Leather Fudge Handcrafted art toy with solid core wrapped in natural genuine leather, topped with a 21k gold-plated brass or colored crown. Targeted at premium collectors seeking luxury finish collectibles.
• Hopeless Fudge Handcrafted Fudge art toy inspired by the feeling of everlasting love, featuring a 21k gold-plated brass crown and flower. Targeted at collectors of romantic-themed sculptural pieces.
• Playful Fudge Handcrafted Fudge art toy design celebrating playful childhood spirit, available in multiple high-gloss finishes. Targeted at collectors and design enthusiasts.
• Wonder Fudge Tall handcrafted Fudge art toy following a journey of discovery, featuring a balloon and available in multiple colors. Targeted at collectors of statement-sized sculptural pieces.
• World Cup Fudge Special edition handcrafted sculpture honoring the Egyptian National Team's participation in the World Cup 2026, made from polyester resin reinforced fiberglass. Targeted at football fans and collectors of commemorative art toys.
• Sky Handcrafted Sky character art toy, a tall and curious design made from polyester resin reinforced fiberglass. Targeted at collectors seeking signature character figurines.
• Sky Summer Edition Sculptural art toy from the Summer 2026 collection, made from polyester resin reinforced fiberglass. Targeted at collectors of seasonal limited edition pieces.
• SeaGull Summer Edition (Sugo) Handcrafted SeaGull (Sugo) sculptural art toy from the Summer 2026 collection, designed as a quiet explorer. Targeted at collectors of seasonal limited edition sculptural pieces.
• Shark Handcrafted Shark sculptural figure presented on a marble podium with 24K copper gold plated accents, made from polyester. Targeted at collectors of premium decorative figurines.
• Lolli Charm Tiny handcrafted charm accessory made from natural genuine leather, bringing playful character into an everyday accessory. Targeted at consumers seeking affordable entry-point collectibles and gifting items.
• Lolli-Fudge Handcrafted Lolli-Fudge art toy celebrating moments of joy, designed with playful posture. Targeted at collectors of signature Fudge character sculptures.
• Mini Dreamy Fudge Handcrafted Mini Dreamy Fudge art toy with a 21k gold plated brass crown. Targeted at collectors of miniature character figurines.
• Mini Lazy Fudge Handcrafted Mini Lazy Fudge art toy in a relaxed napping pose. Targeted at collectors of miniature character figurines.
• Summer Collection 2026 – Limited Edition Bundle Complete Summer Collection 2026 limited edition bundle containing all five sculptures designed for collectors. Targeted at serious collectors seeking the full seasonal collection at a discounted bundle price.
• Pharaoh Fudge – Limited Edition Handcrafted Pharaoh Fudge art toy limited edition of only 100 pieces. Targeted at ultra-premium collectors seeking rare numbered sculptural pieces.
• Silver Giving Fudge Keychain Handcrafted Silver Giving Fudge Keychain, with 30% of every purchase contributed to the Magdy Yacoub Heart Foundation. Targeted at cause-driven consumers seeking meaningful gifting items.
• Sky Shower (NotToys x Studio Five) Handcrafted outdoor shower sculpture from the NotToys x Studio Five collaboration, made from polyester resin reinforced fiberglass. Targeted at design professionals and premium residential buyers seeking statement outdoor pieces.
• Sky Lamp (NotToys x Studio Five) Sculptural table lamp from the NotToys x Studio Five collaboration with a warm concealed glow. Targeted at interior designers and collectors of functional art lighting.
• Tubby Bench (NotToys x Studio Five) Generous sculptural bench from the NotToys x Studio Five collaboration, designed for shared seating. Targeted at interior designers and premium residential projects.
• Wonder Slide (NotToys x Studio Five) Functional sculptural slide from the NotToys x Studio Five collaboration, bringing play into interior or exterior spaces. Targeted at luxury residential and hospitality design projects.
• Floaty Tub (NotToys x Studio Five) Sculptural tub inspired by the rounded form of a pool float from the NotToys x Studio Five collaboration. Targeted at design-conscious consumers and boutique hospitality spaces.
• The Crown Collection (Siran x Not Toys) Premium jewelry collection from the Siran x Not Toys collaboration, inspired by Fudge's iconic crown, crafted in 18k yellow gold with baguette diamonds. Targeted at luxury gift buyers and design-conscious jewelry consumers.
• The Coin Collection (Siran x Not Toys) Jewelry collection from the Siran x Not Toys collaboration featuring a golden coin with Fudge wearing his crown and customizable initials. Targeted at luxury gift buyers seeking personalized premium jewelry.
• The Charms Collection (Siran x Not Toys) Jewelry charm collection from the Siran x Not Toys collaboration, crafted in 18k yellow gold adorned with diamonds, gemstones, or colorful enamel. Targeted at luxury gift buyers seeking meaningful miniature jewelry.
• Dolls & Dons Collaboration Art Toys Limited hand-painted resin duck art toys created by 15 visionary Egyptian artists through the NotToys x Dolls & Dons collaboration, with a portion of every sale supporting children in need. Targeted at collectors of artist-signed sculptural art toys.

Quantifiable outcome

• Each piece is unique due to handcrafted artisanal process

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• SirancoreStrategic or Co-development Partner · 1 January 2024Jewelry collaboration featuring The Crown Collection (18k yellow gold with baguette diamonds), The Charms Collection (18k yellow gold with diamonds/gemstones/enamel), The Coin Collection (customizable initials), and Pendants Collection. Shopped directly on Siran's website.
• Dolls & DonscoreStrategic or Co-development Partner · 1 January 2021Egyptian-based art toy atelier collaboration bringing together 15 visionary Egyptian artists to transform blank resin canvases into one-of-a-kind hand-painted sculptural masterpieces. Each figure tells a story of heritage, imagination, and the space where fine art meets playful design. Part of every piece sale supports children in need.
• De.ci FurnitureminorGTM or Marketing Partner · 1 January 2021Partnership at La Casa exhibition during their 4-day expo at the Egyptian International Exhibition Centre. Custom-created 3-meter floral Fudge for Covers Reimagined event.
• Scoop EmpireminorGTM or Marketing Partner · 1 January 2021Social media collaboration for Eid giveaway campaign featuring Mighty Fudge art toy. Included social media engagement mechanics (tag friend, follow accounts).
• Studio FivecoreStrategic or Co-development PartnerLifestyle brand collaboration featuring handcrafted indoor/outdoor furniture pieces including Sky Shower sculpture (EGP 280,000), Sky Lamp (EGP 35,000), Tubby Bench (EGP 210,000), Wonder Slide (EGP 550,000), and Floaty Tub (EGP 28,000).
• Magdy Yacoub Heart FoundationminorOthersCharitable partnership where 30% of every Silver Giving Fudge Keychain purchase is contributed to support the foundation's cardiac care initiatives.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• KAWS: Artist Brian Donnelly's collectible toys and sculptures (Companion, BFF). Directly comparable as artist-driven collectible figurines with luxury positioning, gallery/retail placements, and high secondary-market value.
• Kidrobot: Pioneer in designer vinyl art toys and collectible figurines (Dunny, Munny). Comparable product category (designer art toys), collector target audience, and direct-to-consumer limited-edition model.
• POP MART: China-based global designer-toy retailer and IP owner (e.g., Molly, Skullpanda) selling collectible art toys and figurines via DTC e-commerce and blind-box mechanics. Most directly comparable in product category, target buyer (collectors/design enthusiasts), and DTC model.
• Bearbrick (Medicom Toy): Iconic collectible designer toy/figurine brand (Bearbrick, Kubrick). Highly comparable as a designer-art collectible figure brand with strong IP, premium pricing, limited editions, and global collector community.
• Mighty Jaxx: Singapore-based designer toy and collectible sculpture company producing premium art toys in collaboration with artists and brands. Closely comparable in artisanal/limited-edition positioning and cross-brand collaborations.
• Coarse Toys: Handcrafted designer art toys and resin sculptures made by artist duo. Highly comparable as small-scale handmade resin art toys with collectible positioning and character-driven IP.
• 1000Toys: Japanese designer art toy brand producing premium collectible figurines (e.g., Fate, Disney artist series). Comparable in premium collectible positioning, character IP, and curated limited drops.

Emerging players

• Tokidoki: Lifestyle/character brand extending from art and toys into fashion, accessories, and beauty. Comparable in lifestyle-brand character IP extending across multiple product verticals (similar to NotToys' toys + leather + jewelry model).

Broad incumbents

• Hot Toys: Hong Kong-based premium collectible figure manufacturer for movie/IP licenses. Comparable as premium collectible figure maker with global distribution but focuses on licensed rather than original IP.
• Funko: Mass-market collectible figures and pop-culture merchandise company. Comparable in collectible figurines category but operates at vastly larger scale and lower price points; relevant as adjacent incumbent defining the broader market.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/sharer.php
• Instagraminstagram.com/nottoys.world
• LinkedInlinkedin.com/company/not-toys-world

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 NotToys.World