The Mik Maks PTY LTD

What The Mik Maks PTY LTD does

The Mik Maks PTY LTD is an Australian children's entertainment company operating as a family band and content production entity, registered as a proprietary limited company in Australia and based in Geelong, Victoria. The company was founded in 2012 by brothers Joel and Al McInnes after they wrote the children's song 'Bruce the Hairy Crocodile' during a family holiday. The band's core product is original children's music with a country rock influence, delivered through weekly YouTube releases via the 'Mik Mak Musical Adventures' series, plus 5 music albums and 3 Live DVDs. Visual content combines songs with hand-drawn animation personally created by the band's mascot character, Drums the Panda.

The company monetizes through four primary revenue streams: (1) direct-to-consumer merchandise sales via a Shopify-powered online store selling CDs, DVDs, books, clothing, plush toys, and USBs; (2) live event ticketing and festival appearances, with the band having performed 1,000+ shows over 13 years across Australian festivals and ticketed events; (3) streaming royalties on Spotify (150k+ monthly listeners), Amazon Music, KidoodleTV, Tubi, and YouTube (8.5 billion total streams and 8.3M+ subscribers); and (4) personalised video messages from Joel and Ava sold at $33 USD per video. Distribution has expanded into the screen-free audio device category through partnerships with Tonies and Yoto.

The Mik Maks targets families with children aged 2-8 as its primary customer segment, with secondary segments including corporate event bookers, schools, and community organizations seeking family-friendly entertainment. Marketing relies primarily on YouTube content marketing with weekly releases driving organic discovery, supplemented by social media presence on Facebook, Instagram, and Twitter/X, plus festival appearances. In 2022, Joel's daughter Ava joined the band at age 13 following the 2018 death of founding member Dean McInnes, reinforcing the family succession model. The band operates with 1-10 employees and no external funding has been raised.

Name

The Mik Maks PTY LTD

Legal name

The MikMaks Pty Ltd

Website

https://themikmaks.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

The Mik Maks is an Australian family band producing original country rock-influenced children's music, animated videos, and live performances for families with young children, distributed via YouTube (8.3M+ subs), Spotify, Shopify merchandise, and Tonies/Yoto audio products.

Ownership category

akta.pro rank

Product category

Children's Entertainment Services

NAICS

Record Production and Distribution (51225), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Motion Picture and Sound Recording Industries (512), Record Production and Distribution (512250), Hobby, Toy, and Game Retailers (45912)

SIC

Phonograph Records & Prerecorded Audio Tapes & Disks (3652), Retail-Record & Prerecorded Tape Stores (5735), Services-Motion Picture & Video Tape Distribution (7822)

akta.pro primary industry

On-Demand Music Streaming Platforms (MPAIADAA)

akta.pro secondary industries

Kids & Family Streaming Platforms (MPACAAAG), Kids & Family Curated Content Platforms (MPACAKAL), Kids Party Entertainment (Clowns, Magicians, Characters) (HSACACAG)

Keywords

• Children's music
• Live family entertainment
• Kids merchandise
• Educational music content
• Family event performances

Headquarters

HQ city

Geelong, Victoria

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Merchandise Sales: Online Shopify store selling children's books, kids clothing, CDs, DVDs, USBs, plush toys, and personalised video messages from Joel and Ava.
2. Live Performance Tickets: Ticketed live shows and festival performances across Australia. Band has performed over 1000+ live shows at major events and their own ticketed shows.
3. Streaming Revenue: Music streaming on platforms including Spotify, Amazon, KidoodleTV, and Tubi generates revenue from listener streams. Monthly Spotify listeners exceed 150,000.
4. Personalised Video Messages: Sale of personalised video messages from Joel and Ava to customers, priced at $33 USD per video.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

The Mik Maks create and perform original children's music and animated video content with a country rock influence, distributed through YouTube, streaming platforms (Spotify, Amazon, KidoodleTV, Tubi), and physical audio products (Tonies, Yoto). They sell branded merchandise (CDs, DVDs, books, clothing, plush toys) and personalised video messages via their Shopify store, and deliver live stage performances at festivals, corporate events, and community days across Australia.

Product overview

The Mik Maks is an Australian children's entertainment band consisting of brothers Joel and Al McInnes, Joel's daughter Ava, and their mascot Drums the Panda. Their core product is original children's music with a country rock influence, distributed across streaming platforms (Spotify, YouTube, Amazon, Tubi) and through their own Shopify-powered merchandise store. Content includes 5 music albums, 3 Live DVDs, and the ongoing 'Mik Mak Musical Adventures' video series with new releases weekly. They supplement their recorded content with a live performance touring business, having delivered over 1,000 shows at festivals and ticketed events across Australia. Their merchandise line encompasses CDs, DVDs, USBs, children's books, clothing, and toys, with an additional personalised video offering from band members.

Differentiator

Problem solved

Functional benefit

Brands

• Mini Maks: The children of Joel and Al who play an active role in clips and song writing, feeling at home on stage or screen.
• Drums the Panda

Products and services

• Original Children's Music and Video Content Original children's music with a country rock influence, featuring animated video content released weekly through the 'Mik Mak Musical Adventures' YouTube series. The band has released 5 albums and 3 Live DVDs. Designed for families with preschool and early primary school-aged children.
• Merchandise Store (CDs, DVDs, USBs, Books, Clothing, Plush Toys) Direct-to-consumer Shopify store selling physical and digital merchandise including music albums on CD and USB, live concert DVDs, children's books, kids clothing, and plush toys featuring band characters. Ships internationally with multiple currency options.
• Personalised Video from Joel & Ava Custom personalised video message from band members Joel and Ava McInnes, available for purchase at $33 USD through the Shopify store. Sold as a one-time unit purchase for fans and families.
• Live Stage Shows and Performances High-energy live performances featuring the four-piece band (Joel, Al, Ava, and Drums the Panda) with bright costumes, interactive comedy, songs, and dancing. Booked for festivals, family days, corporate events, and community celebrations across Australia. Self-contained production with owned PA and lighting equipment.

Quantifiable outcome

• 8.5 billion YouTube streams
• +4 more outcomes

Named customers10 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

Integration4 records

Feature2 records

Partnerships

Five partnerships are on record, tiered core and notable.

• ToniescoreChannel Partner/ Reseller/ DistributorThe Mik Maks are featured on the Tonies platform, a character-based audio system for children. Their content is available as Tonie figurines with corresponding audio experiences, providing distribution through Tonies' retail channels globally.
• YotocoreChannel Partner/ Reseller/ DistributorMik Mak Yoto cards provide another physical/digital audio hybrid distribution channel for the band's music, allowing parents to purchase physical cards that play Mik Mak content on Yoto devices.
• Sesame StreetnotableStrategic or Co-development PartnerThe band has worked with Sesame Street, suggesting collaboration or content partnership with this major children's entertainment brand. Specific nature of collaboration not detailed in sources.
• SpotifycoreTechnology or IntegrationMusic streaming distribution through Spotify with 150k+ monthly listeners. Featured on artist profile with curated playlists including 'Kids Healthy Body and Minds Songs'.
• Marc and Sarah CollisnotableStrategic or Co-development PartnerProducers and co-writers of Ava's EP 'Hi, I'm Ava'. The super talented Marc and Sarah Collis produced and co-wrote the album with 17-year-old Ava Mik Mak.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Play School (ABC): Long-running Australian children's TV program featuring songs, movement, and character-based content for preschoolers. Comparable as an Australian household-name children's brand combining original music, characters (like Drums the Panda), and educational live/television presence.
• Pinkfong: Global kids entertainment brand built around original music (e.g., 'Baby Shark'), animated video content, YouTube-driven distribution, and extensive merchandise/licensing. Comparable in distribution model (YouTube-first, music-led) and kids audience targeting, though at much larger scale.
• CoComelon: Dominant YouTube-native children's entertainment brand with billions of views, original music, animated content, and broad merchandising. Comparable in relying on original kids music and YouTube as primary distribution, but vastly larger in scale and now owned by Moonbug/Hasbro.
• The Wiggles: Australia's flagship children's entertainment group, also producing original music, animated video content, live touring, and extensive merchandise. The Wiggles operate at vastly larger scale but occupy the same niche of family-friendly rock-influenced kids music and live shows, making them the closest Australian peer and benchmark.
• Sesame Street: Iconic children's educational entertainment brand with original music, animated/live-action content, TV distribution, and global merchandise. Directly comparable through documented partnership with The Mik Maks and shared audience of preschool children.
• Hi-5: Long-running Australian children's music and live performance brand with TV distribution, touring shows, and merchandise. Comparable in that it combines original kids music, movement-based content, and live family entertainment, though at significantly larger scale.

Direct peers

• The Beanies: Australian children's music group that also combines original songs, hand-drawn/animation-style videos, and live performances for preschool audiences. Direct competitor in the Australian kids music and YouTube content space.
• Toybox Entertainment: Australian children's music and entertainment act producing original songs, videos, and live performances for young audiences. Comparable as a regional Australian kids music peer competing for similar festival, family day, and digital audiences.

Emerging players

• Camille Carroll Music: Independent Australian children's music artist producing original songs and performing at family events and festivals. Comparable as a smaller-scale artist in the Australian kids music live performance scene, competing for similar festival and family day bookings.

Regional players

• Kinderling Kids Radio: Australian children's audio content platform streaming music, stories, and educational content. Comparable as a kids audio distribution channel in the Australian market and a potential distribution partner for Mik Maks content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/TheMikMaks
• YouTubeyoutube.com/channel/UC66KzYUMWmN4PralND7cgAA
• Facebookfacebook.com/themikmaks
• Instagraminstagram.com/themikmaks
• LinkedInlinkedin.com/company/the-mik-maks-pty-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 The Mik Maks PTY LTD