Pioupiou et Merveilles

What Pioupiou et Merveilles does

Pioupiou et Merveilles is the consumer brand of SHOK ID, a French SARL (private limited company) founded in 2011 and headquartered at 4 boulevard Albert 1er, Nogent-sur-Marne, in the Paris region. The company designs, sources and sells interactive plush toys, wooden toys, Montessori-proportioned children's furniture, and themed costumes for children aged 0 to roughly 7 years, supplemented by a curated selection of third-party and licensed brands (Miffy, Monsieur Madame, Disney wooden toys, Dantoy, Dalber, Tooky Toy, Glitza, Fill n Squeeze, Sophie la Girafe care products, and Cushablez). Its proprietary technology base is mechanical and electronic rather than software-driven: dual-function plush with peek-a-boo and musical modules, luminous cushions with seven-color lighting, and the registered Berce O'Lit concept — a 3-in-1 evolving cradle/bed system manufactured in France — together with FSC-certified hevea-wood furniture built to Montessori seat-height proportions for the 1–4 and 4–7 year stages.

The business operates a dual-channel go-to-market model. The direct-to-consumer engine is the proprietary e-commerce site pioupiou-et-merveilles.fr, built on PrestaShop and hosted by Doyousoft, which handles secure checkout through BNP Paribas Mercanet and PayPal, ships toys via Colissimo within 48 hours and furniture through a dedicated transport partner (~1 week), and offers a 3x interest-free payment option. The wholesale channel supplies French specialist toy and nursery chains — Autrow de bébé, Joué Club, La Grande Récré, Oxybul — plus independent concept stores recruited through a formal distributor program. Since 2021–2022, giant plush assembly (stuffing, sewing, labelling, packaging, laboratory testing) has been relocated in-house to Allonnes (Maine-et-Loire), with only outer fabric shells remaining off-shore. Pricing spans roughly €9.90 entry plush to €260–€350 specialty items, with no subscription or recurring revenue component disclosed.

The company is founder-led, with 5 employees on staff, €8,000 of registered share capital, no external funding history, and no public revenue disclosure. Revenue mechanics are entirely transactional unit sales through DTC plus wholesale, supplemented by ACFJF trade-body membership and an English-language storefront variant that signals nascent but not yet meaningful international exposure.

Name

Pioupiou et Merveilles

Legal name

SHOK ID

Website

https://pioupiou-et-merveilles.fr

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Pioupiou et Merveilles (legal entity SHOK ID) is a French, founder-led children's products company that designs and sells interactive plush toys, Montessori wooden furniture and licensed character toys through its own e-commerce site and wholesale to French specialist retailers such as Joué Club and La Grande Récré.

Ownership category

akta.pro rank

Product category

Children's Toys & Nursery Furniture

NAICS

Hobby, Toy, and Game Retailers (459120), Doll, Toy, and Game Manufacturing (339930), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Hobby, Toy & Game Shops (5945), Retail-Home Furniture, Furnishings & Equipment Stores (5700), Dolls & Stuffed Toys (3942), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Traditional Toy Stores (CRALAFAA)

akta.pro secondary industries

Dolls, Plush & Action Figures Retail (CRALAFAD), Kids & Nursery Furniture Retail (Cribs, Toddler Beds, Changing Tables, Bunk Beds) (CRAIAAAE), Kids & Baby Specialty Department Stores (CRAGAGAD)

Keywords

• Children's plush toys
• Interactive plush toys
• Wooden toys France
• Montessori children's furniture
• Made in France toys

Headquarters

HQ city

Nogent-sur-Marne

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Direct Product Sales – E-commerce: The company sells its own branded plush toys, interactive toys, wooden furniture, and children's accessories directly to consumers via its e-commerce website pioupiou-et-merveilles.fr. Products are shipped from its Paris-region warehouse, with furniture delivered via a transport partner.
2. Wholesale / B2B Distribution: Pioupiou et Merveilles supplies its product collections to third-party retail chains and independent specialist stores (toy shops, childcare retailers) across France, generating wholesale revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels8 records

Core offering

Pioupiou et Merveilles designs, brands and distributes a portfolio of children's plush toys (including giant Made-in-France plush and interactive plush with sound, light and motion), early-development toys, wooden toys (FSC-certified), Montessori-proportioned children's furniture (tables, chairs, the 3-in-1 Berce O'Lit evolving bed), dolls, children's costumes and selective licensed brands (Miffy, Monsieur Madame, Disney Wooden Toys). Products are sold both direct-to-consumer via the company's own e-commerce site and wholesale to specialist toy and nursery retailers across France.

Product overview

Pioupiou et Merveilles is a French children's products company (brand of Shokid) offering a diverse portfolio centered around soft toys and furniture. The core product lines include giant plush toys (Giant Plush Made in France, ranging 50-120cm), interactive plush toys (luminous, peek-a-boo, animated, walking), and Montessori-inspired wooden furniture (tables and chairs for 1-4 and 4-7 years). The Berce O'Lit evolving bed represents their innovative 3-in-1 French-made furniture concept from birth to age 7. The portfolio extends to toys (wooden toys, educational games, dolls), costumes, and the innovative ZipString gravity toy. Key licensed brands include Miffy, Monsieur Madame, Cushablez, Disney Wooden Toys, and Sophie la Girafe care products. The company operates a B2C e-commerce platform and distributes through specialty retailers (Autour de bébé, Joué Club, La Grande Récré, Oxybul).

Differentiator

Problem solved

Functional benefit

Brands

• Les Peluches Géantes Françaises: Sub-brand for giant plush toys manufactured in France, produced at the Allonnes facility in Maine-et-Loire.
• Berce O'Lit
• Les Doux Bidous
• Mobilier Montessori

Products and services

• Peluches géantes Made in France Giant plush toys (50-120 cm) featuring characters such as Gaston the bear, Léo the hippo and Lady the unicorn, partially Made in France at the Allonnes (Maine-et-Loire) workshops. Targeted at parents and gift buyers looking for design-led plush with a French manufacturing footprint.
• Peluches interactives Interactive plush toys including luminous plush (7 rainbow colors), peek-a-boo plush (hide-and-seek from 10 months), animated plush (sing and dance) and walking plush, aimed at supporting early child development for infants and toddlers.
• Mobilier Montessori Montessori-proportioned child-sized tables and chairs in sizes for ages 1-4 years (18 cm seat height) and 4-7 years (30 cm seat height), made from solid hevea wood with water-based paints and designed to enable child autonomy from 12 months onward.
• Berce O'Lit 3-in-1 evolving cradle/bed system made in France that transforms from a bassinet with recliner chair and storage, to a standard 70x140 cm baby bed, and finally to a toddler bed with safety barrier, accommodating children from birth to 7 years.
• Jouets d'éveil Early-development toys for newborns and infants including activity spirals, rattles, activity toys, sound toys and music-box plush, designed to stimulate the five senses.
• Jouets en bois FSC-certified wooden toys for children 12 months to 8 years, including puzzles, stacking toys, bead threading and wooden games, made from sustainably managed forests.
• Poupées et poupons Dolls including function dolls (talk, sing, dance, play peek-a-boo) and classic dolls designed for imaginative play and development of empathy in young children.
• Déguisements LABAY Children's costumes for ages 3-10 years for carnival, birthday parties and imaginative play, offering themed characters and professions.
• ZipString ZipString is an innovative toy combining inertia and gravity that lets children from age 8 and adults perform unlimited tricks (corkscrew, swirl, step-through, etc.). The 2025 ZipString Luma version glows in the dark and is sold as a complete 5-string pack.
• Coffre fort numérique Major Kid Digital safe for children powered by parents and relatives, storing photos, videos, booklets and messages from birth that are scheduled to be transmitted to the child at age 18. Priced at €260 launch price / €350 regular.
• Les doux Bidous Proprietary collection of plush characters (Oscar the cat, Valentin the rabbit, Noémie the mouse, Siméon the sheep) sold as interactive, musical and cuddly companions for babies and young children.
• Gaston l'ourson Gaston the bear, the company's brand-mascot teddy bear, sold across giant plush, luminous, peek-a-boo and occupation-themed variants to inspire children's imagination.
• Miffy (licensed) Licensed Miffy (Dick Bruna) products distributed in France through Pioupiou et Merveilles, including plush toys, activity mats, rattles and spiral toys in various sizes and colors.
• Monsieur Madame (licensed) Licensed Monsieur Madame plush collection ('Little Miss'/'Mr. Men'-style characters), sold as soft, colorful, collectible plush toys including sound variants.
• Disney Jouets en Bois (licensed) FSC-certified wooden toys distributed under license featuring Disney characters (Mickey, Minnie, Donald, Daisy, Pluto, Lion King) for children aged 12 months to 4 years.
• Tooky Toy (distributed) Tooky Toy educational wooden toys distributed in France through Pioupiou et Merveilles, including puzzles, stacking toys and bead threading from FSC-certified sustainably managed forests.
• Dantoy (distributed) Dantoy Danish toys and children's tableware made from 100% recycled plastic, distributed through Pioupiou et Merveilles with an ecology/sustainability positioning.
• Fill n Squeeze (distributed) Swiss Fill n Squeeze reusable food pouches and baby-meal preparation kits distributed through the Pioupiou et Merveilles store, allowing parents to prepare homemade meals stored in microwavable and freezer-safe containers.
• Dalber - Lampes et veilleuses (distributed) Spanish Dalber phosphorescent lamps and nightlights for children's rooms, distributed through Pioupiou et Merveilles, that glow in the dark after lights are turned off.

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• BNP Paribas (Merc@net)coreOthersBNP Paribas provides the payment processing infrastructure via its Merc@net secure payment platform, enabling credit/debit card transactions on the Pioupiou et Merveilles e-commerce website. All card payments are handled entirely through BNP's secure platform, ensuring that Pioupiou never stores customer banking details.
• PayPalminorOthersPayPal is offered as an alternative payment method on the e-commerce website, allowing customers to pay directly from their PayPal account without sharing card details. Transactions appear on customer statements under the legal entity name 'Shokid'.
• La Poste / ColissimocoreOthersStandard toys, plush toys, and accessories are shipped via La Poste's Colissimo service with 48-hour delivery guarantee throughout France. A tracking number is sent by email for shipment monitoring.
• Relais ColisminorOthersCustomers can choose delivery to a nearby Relais Colis pickup point, providing an alternative to home delivery for standard-sized products.
• Autour de bébé, Joué Club, La Grande Récré, OxybulcoreChannel Partner/ Reseller/ DistributorThese specialist toy and nursery retail chains distribute Pioupiou et Merveilles products in physical retail locations across France. The company actively recruits distributors through its 'Devenir distributeur' program with a downloadable 2024 product catalogue.
• ACFJF (Association des Créateurs-Fabricants de Jeux et Jouets Français)minorStrategic or Co-development PartnerPioupiou et Merveilles is a member of ACFJF, the association of French toy designers and manufacturers. This membership signals commitment to French toy-making heritage and provides networking within the sector.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Moulin Roty: French heritage toy and children's brand specializing in plush, wooden toys, and nursery décor with a similar Made-in-France positioning. Direct peer given the overlap in plush, wooden toys, and French design-led children's products.
• Vulli (Sophie la Girafe): French heritage baby brand behind the iconic Sophie la Girafe. Pioupiou et Merveilles already distributes Sophie la Girafe care products, and Vulli competes in the same premium French-made infant and toddler category.
• Noukie's: Belgian/French plush toy and baby sleep brand (Noukie's, formerly known as Noukie's) specializing in soft toys, musical plush, and nursery décor. Comparable in plush assortment, premium positioning, and European distribution.
• Tooky Toy: Belgian brand of FSC-certified educational wooden toys for children 12 months and older. Pioupiou et Merveilles distributes Tooky Toy products in France, and the two overlap in wooden toys, puzzles, and stackers at similar price points.
• Doudou et Compagnie: French manufacturer and brand of plush toys and soft companions for babies and young children. Direct competitor in the plush category with a comparable product range, distribution model, and French-market focus.

Broad incumbents

• La Grande Récré: Major French toy and game retail chain, another distribution partner of Pioupiou et Merveilles. Overlaps in plush toys, games, and early-childhood products, with similar target customers (parents of children 0-10).
• Vertbaudet: Major French children's and nursery products retailer (part of KIABI Group) selling clothing, furniture, décor, and toys. Competes in nursery furniture, décor, and the broader early-childhood category where Pioupiou et Merveilles operates.
• Joué Club: Largest French toy specialty retail chain and a key B2B distribution partner of Pioupiou et Merveilles. Joué Club sells toys, plush, games, and nursery products nationwide, and represents the retail channel through which the subject company's assortment reaches French consumers at scale.
• Oxybul (Éveil et Jeux): French specialist retailer of educational toys, baby, and children's products. Distributes Pioupiou et Merveilles products and competes in the same early-childhood development segment with similar product categories.
• Autour de bébé: French nursery and baby products retail chain, partner of Pioupiou et Merveilles. Sells cribs, changing tables, nursery furniture, and baby essentials, overlapping with Pioupiou's Berce O'Lit and Montessori furniture lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/pioupioumerveil
• YouTubeyoutube.com/user/PioupiouetMerveilles
• Facebookfacebook.com/timeline
• Instagraminstagram.com/pioupiou_et_merveilles
• Pinterestfr.pinterest.com/pioupioumerveil
• LinkedInlinkedin.com/company/pioupiou-et-merveilles

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Pioupiou et Merveilles