What Moose Enterprises does

Moose Enterprises, operating commercially as Moose Toys, designs, manufactures, licenses, and distributes branded toys, collectibles, games, and playsets for children. Founded in 1985 and headquartered in El Segundo, California, the company serves kids and families through a diversified portfolio of 19 brands spanning plush toys, action figures, collectibles, board games, sensory play products, and role-play items. The portfolio combines owned brands (MrBeast Lab, CrunchLabs, Shopkins, Little Live Pets, ScruffaLuvs, Goo Jit Zu, Moose Games, Cookeez Makery, Real Littles, Tile Town, XOX Kweenie, Wigglitz, Gui Gui, and FANDROP) with licensed entertainment properties including Bluey (BBC Studios), Minions (Illumination), One Piece (Toei Animation), The Amazing Digital Circus (Glitch Productions), Trolls (DreamWorks), and Marvel (Disney).

The company generates revenue primarily through physical toy sales at MSRP, with products priced from approximately $4.99 for budget items such as One Piece mini action figures to $59.99 for premium electronic plush toys like the Little Live Pets Ouchies Deluxe. Distribution operates through two principal channels: a direct-to-consumer e-commerce storefront at moosetoys.com and physical retail partnerships globally. Brand relationships range from flagship co-development deals—such as the MrBeast Lab brand created with influencer Jimmy Donaldson—to licensing agreements that tie product lines to ongoing entertainment franchise releases. The company has introduced a subscription-based offering via CrunchLabs and operates with regional presence across the USA, Australia, the UK, China, Hong Kong, and Vietnam, as evidenced by 2025 Great Place to Work certifications across six regions.

Moose Enterprises maintains regulatory compliance for children's products through GDPR certification and COPPA Safe Harbour certification (both via Privo, dated 2024). The company received the Foundation Good Company Award in 2024 and maintains an active social media presence across Facebook, Instagram, YouTube, and TikTok. No public listing, parent company, or funding history is disclosed in the source data, indicating operation as an independent private entity. A data inconsistency exists between firmographic headcount of 1-10 employees and the six-region operational footprint indicated by certifications, suggesting the headcount figure reflects only a US holding entity rather than the operational group.

Name

Moose Enterprises

Legal name

Moose Enterprises

Website

https://mooseworld.com.au

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1–10 employees

Short description

Moose Enterprises (Moose Toys) designs, manufactures, licenses, and distributes branded toys, collectibles, games, and playsets for children. The company operates 19 owned and licensed brands, including MrBeast Lab, Bluey, and Shopkins, selling globally via DTC e-commerce and retail channels.

Ownership category

akta.pro rank

Product category

Children's Toys & Collectibles

NAICS

Doll, Toy, and Game Manufacturing (339930), Hobby, Toy, and Game Retailers (45912)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Retail-Hobby, Toy & Game Shops (5945), Dolls & Stuffed Toys (3942)

akta.pro primary industry

Dolls, Plush & Action Figures Retail (CRALAFAD)

akta.pro secondary industries

Board Games, Card Games & Puzzles Retail (CRALAFAF), Party Games & Family Entertainment Games Retail (CRALAFAJ)

Keywords

• Children's toys
• Plush toys
• Collectible action figures
• Licensed toy brands
• Board games

Headquarters

HQ city

El Segundo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Physical Toy Sales: Direct sales of physical toys, collectibles, dolls, plush toys, games, and action figures to consumers through e-commerce and retail channels. Products are sold at MSRP with one-time purchase transactions.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Moose Enterprises (doing business as Moose Toys) designs, manufactures, licenses, and distributes branded children's toys, collectibles, plush toys, action figures, board games, and playsets. The company operates a portfolio of 19+ owned and licensed brands including MrBeast Lab, CrunchLabs, Bluey, One Piece, Minions, Trolls, The Amazing Digital Circus, Marvel (via FANDROP), Little Live Pets, ScruffaLuvs, Goo Jit Zu, Moose Games, and Shopkins, selling products at MSRP through its own e-commerce storefront and retail distribution.

Product overview

Moose Toys operates as a diversified toy company with a portfolio of 19 distinct brands spanning multiple product categories including plush toys, action figures, collectibles, board games, sensory play products, and role-play items. The portfolio includes both owned brands (MrBeast Lab, CrunchLabs, Little Live Pets, ScruffaLuvs, Goo Jitzu, Moose Games, Cookeez Makery, Real Littles, Tile Town, XOX Kweenie, Wigglitz, Gui Gui, FANDROP) and licensed brands (Bluey, One Piece, The Amazing Digital Circus, Minions & Monsters, Trolls, Shopkins). Specific products are sold under these brands including seasonal plush toys (Bluey S14, S13, S11 lines), electronic interactive pets (Little Live Pets Ouchies), collectible figures (MrBeast Lab Mutators, One Piece action figures, Marvel FANDROP figures), sensory play items (Gui Gui slime), and board games (Bananagrams). The company sells directly to consumers through its e-commerce platform and serves the global toy market.

Differentiator

Problem solved

Functional benefit

Brands

• MrBeast Lab: Collectible toy brand featuring mutation chamber and mutator toys
• CrunchLabs
• Bluey
• Minions & Monsters
• One Piece
• The Amazing Digital Circus
• Wigglitz
• FANDROP
• Gui Gui
• Little Live Pets
• ScruffaLuvs
• Goo Jitzu
• Moose Games
• Cookeez Makery
• Real Littles
• Tile Town
• XOX Kweenie
• Trolls

Products and services

• MrBeast Lab Science and experiment-themed collectible toy brand featuring mutant figures and playsets, co-developed with MrBeast, targeted at children and families.
• CrunchLabs STEM-focused toy brand offering science experiment kits and educational play experiences for children, owned by MrBeast.
• Bluey Licensed toy brand based on the Bluey TV series featuring plush toys, figures, role-play items, vehicles, and episode packs for children.
• One Piece Licensed toy brand based on the One Piece anime/manga series offering action figures and collectible merchandise for anime fans.
• The Amazing Digital Circus Licensed toy brand based on the animated web series featuring plush toys and vinyl figures for children and collectors.
• Minions & Monsters Licensed toy brand featuring Minions and Despicable Me merchandise under the Illumination franchise for children.
• Trolls Licensed toy brand based on the DreamWorks Trolls franchise featuring plush toys and figures for children.
• Little Live Pets Interactive pet toy brand featuring electronic plush animals, mini pets, and nurturing play experiences for children.
• ScruffaLuvs Plush pet toy brand featuring realistic-looking stuffed animals with pet accessories for children.
• Goo Jit Zu Squishy and stretchy collectible toy brand featuring characters with goo-like textures for children's sensory play.
• Moose Games Board game and card game brand offering family-friendly games including Bananagrams for 2-8 players.
• Shopkins Miniature grocery and shopping-themed collectible toy brand featuring small plastic characters representing everyday items for children.
• FANDROP Collectible figure brand featuring licensed entertainment properties including Marvel and other pop culture licenses.
• Cookeez Makery Play cooking brand featuring pretend food and kitchen play sets for creative culinary play for children.
• Gui Gui Slime and sensory play brand offering slime kits and creative goo products for children's sensory play.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered flagship and core.

• MrBeast (Jimmy Donaldson)flagshipStrategic or Co-development PartnerCo-developed MrBeast Lab brand featuring the Mutation Chamber and Mutators product line. Products priced at $24.99 MSRP and prominently featured on the main website. This is a flagship brand partnership with influencer Jimmy Donaldson (MrBeast).
• CrunchLabscoreStrategic or Co-development PartnerSubscription-based toy brand offering engineering and science toys for kids. CrunchLabs is owned by MrBeast and represents a core brand in the portfolio.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• MGA Entertainment: Privately held toy company behind Bratz, LOL Surprise, and Little Tikes. Closely comparable as a multi-brand player operating across dolls, collectibles, and games with both owned and licensed franchises.
• Basic Fun!: Smaller US toy company behind classic-licensed and collectible brands (Care Bears, Lite-Brite, Lincoln Logs). Comparable in portfolio strategy of mixing revived IP with licensed and collectible play lines.
• Funko: Collectibles-focused toy company centered on licensed pop-culture IP (Marvel, Disney, anime, YouTube properties). Directly comparable to Moose's FANDROP, Amazing Digital Circus, and One Piece collectible lines.
• Bandai Namco: Global toy and collectibles company with a strong anime-licensed action figure and gashapon business. Highly comparable to Moose's One Piece action figures and anime-anchored collectible strategy.
• Jakks Pacific: Mid-sized US toy company focused on licensed and own-brand dolls, action figures, and role-play toys. Comparable scale and product mix to Moose with similar dependence on entertainment licenses.
• Spin Master: Multi-brand global toy company that combines owned IP (Hatchimals, Kinetic Sand, Bakugan) with licensed entertainment partnerships. Most structurally comparable to Moose given the shared strategy of pairing proprietary brands with major entertainment licenses.
• Playmates Toys: Toy manufacturer known for Teenage Mutant Ninja Turtles and other licensed lines. Similar mid-sized, license-dependent business model with comparable product categories (action figures, collectibles).

Broad incumbents

• Mattel: Largest pure-play toy incumbent with Barbie, Hot Wheels, Fisher-Price, and master rights to major entertainment IP. Competes with Moose across multiple categories and competes for shelf, licenses, and retailer relationships.
• Hasbro: Major toy and games incumbent (Nerf, Play-Doh, Monopoly, Transformers, Magic: The Gathering). Direct competitor in board games, action figures, and licensed entertainment lines.

Emerging players

• Zuru: Privately held, fast-growing global toy company known for disruptive play patterns (Bunch O Balloons, 5 Surprise). Competes with Moose on innovation cycles and licensed partnerships and is rapidly scaling a comparable multi-brand portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/mooseenterprise
• Facebookfacebook.com/SuperMooseToys
• Instagraminstagram.com/moosetoys
• TikToktiktok.com/@moosetoys
• LinkedInlinkedin.com/company/moose-toys

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Moose Enterprises