B. toys

What B. toys does

B. toys is a Montreal-headquartered children's toy brand operated by Maison Battat Inc., designing and selling physical toys, games, and kids' furniture for children from newborns to age 4+. The product portfolio spans roughly 40+ SKUs across twelve categories — Pretend Play, Musical Toys, Active & Outdoors, Baby Toys, Plushies, Vehicles, Ride-Ons, Puzzles & Creative Toys, Wooden Toys, Learning Toys, Bath Toys, and Kids Furniture — organized into five sub-brands (B. toys core, B. sports, B. baby, B. softies, B. spaces). Notable proprietary design features include the Bristle Block soft-rubber interlocking building system compatible across all Battat sets, lift-up Peek & Explore peg puzzles with hidden illustrations, and Sensory Foam shapes with machine-washable covers. Products emphasize developmental play (fine motor, sensory, STEM) and are manufactured to safety standards exceeding U.S., Canadian, and European requirements with in-house and on-site QC testing.

Revenue is generated exclusively through physical hardware sales at unit-pricing model, with no subscription or recurring component. The go-to-market blends direct-to-consumer e-commerce via mybtoys.com with multi-channel retail distribution across North America (Target, Amazon, Toys"R"Us Canada, Buy Buy Baby, Hudson's Bay, Indigo, Mastermind Toys, Canadian Tire), the UK (Smyths), Mexico (Liverpool), and Australia (David Jones). Marketing is primarily content-driven through a parenting blog, TikTok (@mybtoys), email newsletter, and YouTube product demonstration content. The company is privately held under Maison Battat Inc., which is the corporate parent and trademark holder, and the brand has no external institutional investors, no public listing, and no disclosed headcount or revenue figures. Recognitions include editorial placements in American Baby (2015), Today's Parent and Fit Pregnancy & Baby (2017), and Toy Insider's 2021 Holiday Gift Guide, plus a product recommendation relationship with the National Lekotek Center for special-needs play.

Name

B. toys

Legal name

Maison Battat Inc.

Website

https://mybtoys.com

Company type

Private

Founded year

2009

Operating status

Operating

Short description

B. toys is a privately held Montreal-based children's toy brand owned by Maison Battat Inc., designing physical toys, games, and kids' furniture for children from newborns to age 4+. The brand sells ~40+ SKUs across five sub-brands (B. toys, B. sports, B. baby, B. softies, B. spaces) through major retailers including Target, Amazon, Toys"R"Us Canada, and Hudson's Bay.

Ownership category

akta.pro rank

Product category

Children's Toys

NAICS

Doll, Toy, and Game Manufacturing (339930), Hobby, Toy, and Game Retailers (459120), Home Furnishings Retailers (44912)

SIC

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

akta.pro primary industry

Traditional Toy Stores (CRALAFAA)

akta.pro secondary industries

Dolls, Plush & Action Figures Retail (CRALAFAD), Outdoor & Ride-On Toys Retail (CRALAFAC), Educational/Children’s Learning Games & Puzzles Retail (CRALALAN), Kids & Nursery Furniture Retail (Cribs, Toddler Beds, Changing Tables, Bunk Beds) (CRAIAAAE), Infant & Preschool Toys Distribution (CRAOAMAH)

Keywords

• Children's toys
• Baby toys
• Plush toys
• Wooden toys
• Kids furniture

Headquarters

HQ city

Montreal

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Physical Toy Sales: B. toys generates revenue through the sale of physical toys including wooden toys, plush toys, musical toys, learning toys, active play toys, and baby toys through retail and direct channels

Pricing tiers

Go-to-market motion1 record

Distribution channels12 records

Marketing channels4 records

Core offering

B. toys designs, manufactures, and sells physical toys, games, and kids' furniture for babies, toddlers, and young children (newborn through 4+ years). The portfolio spans wooden toys, plush toys, musical toys, learning toys, active play items, baby toys, puzzles, ride-ons, and kids' furniture, organized into five sub-brands: B. toys, B. sports, B. baby, B. softies, and B. spaces. Products emphasize sensory, developmental, and safety features, sold direct-to-consumer via mybtoys.com and through major retailers.

Product overview

B. toys is a toy company owned by Maison Battat Inc., offering a diverse portfolio of children's toys organized into five sub-brands: B. toys (core toys), B. sports (active play), B. baby (infant sensory toys), B. softies (plush companions), and B. spaces (kids furniture). The product line spans Pretend Play, Musical Toys, Active & Outdoors, Baby Toys, Plushies, Vehicles, Ride-Ons, Puzzles & Creative Toys, Wooden Toys, Learning Toys, Bath Toys, and Kids Furniture. Individual products include musical instruments like Meowsic and Balance & Groove Set, wooden toys such as Colorful Pound & Play and various peg puzzles, learning toys including One Two Squeeze blocks and Bristle Block building sets, sensory toys like Whacky Ball and sensory stations, jewelry-making kits (Pop-Arty!, B.eauty Pops), plush animals from Fluffy Funkies and Happyhues collections, and sports equipment under B. sports. The toys feature various interactive elements including lights, sounds, music, and sensory textures, targeting children from newborns to 4+ years.

Differentiator

Problem solved

Functional benefit

Brands

• B. sports: Active and sports-themed toys for children
• B. baby
• B. softies
• B. spaces

Products and services

• Meowsic Interactive cat piano with retractable microphone featuring 20+ songs, multiple instrument sounds (Piano, Bells, Organ, Banjo, Meow), rhythms (Blues, Samba, Disco, Rock, Techno), recording function, and lyric book for early language skills; targeted at children.
• Colorful Pound & Play Wooden shape sorter bench with hammer and 6 colorful shapes (circle, triangle, square, hexagon, two cylinders) for matching, pounding, and developing fine motor skills.
• One Two Squeeze & Skipping Stones Set 17-piece sensory play set with 10 squeezable building blocks featuring 60 embossed designs and 5 textured stacking rings for developing fine motor skills and color recognition.
• Whacky Ball – Red Pound-a-ball toy with 4 colorful balls and kid-friendly hammer featuring spinning wheel, tunnel, and mirrored background for cause-and-effect learning.
• Balance & Groove Set Musical balance beam set with 8 wavy beams, 5 sensory stepping stones, and one light-up musical stepping stone featuring Freeze Dance, Hop-to-It!, and Dance Party games for gross motor development.
• Under the Sea Jamboree Musical plush octopus with 8 tentacles featuring 6 songs and 8 instruments (piano, steelpan, saxophone, banjo, bubbles) with multiple interactive features for sensory development.
• Tumble-y Towers 8-piece sensory foam architectural blocks with textured fabrics for stacking and sensory exploration.
• Soccer Net & Ball Kid-sized soccer set with one-click assembly, glow-in-the-dark mini ball, air pump, and ground stakes for outdoor play.
• Tee-Ball Set Adjustable batting tee with lightweight bat and 2 tee balls featuring wall-mountable storage for toddlers and kids.
• 3-in-1 Grab & Glow Lightboard Portable LED lightboard with 8 rainbow lights, sensory gel pad, 2 acetate activity sheets, 4 dry-erase markers, and USB-C charging for creative drawing and tracing.
• Peek & Explore – Construction Trucks & Vehicles 2-pack wooden peg puzzle set featuring 16 pieces with construction trucks and transportation themes for matching and fine motor skill development.
• Snug Bugs 9 snap-together insect toys (2 bees, 2 butterflies, 2 ladybugs, 1 ant, 1 caterpillar, 1 grasshopper) with different textures and colors for sensory development.
• Pop-Arty! – 500 pcs Jewelry making kit with 500 snap-together beads, 12 rings, and 6 bracelets stored in a jar with handle for creative play.
• B.eauty Pops – 150 pcs Jewelry kit with 150 snap-together beads in mason-style jar for creating bracelets, necklaces, and rings.
• Bristle Block – Spinaroos 75 interlocking building blocks with soft rubbery bristles that connect at any angle, featuring silly faces and twistable bases for STEM learning.
• Counting Rainbows 20-piece wooden number puzzle for learning numbers 1-10 and colors with rainbow-themed design.
• Bristle Block Stackadoos – 68 pcs 68 interlocking building blocks with soft rubbery bristles compatible with other Bristle Block sets for creative building.
• Fluffy Funkies – Lola Llama Fluffy plush llama with bright colors and fluffy textures made from worry-free materials, approximately 6" x 12".
• Happyhues – Coral Cutie Book Set Soft plush bunny with coordinating board book 'Coral Cutie's Ice Cream Scoops' introducing colors, numbers, foods, and animals.
• Elephantabulous Interactive plush elephant with multiple sound features (peek-a-boo, giggle, sneeze, chew, boing, bird song) for sensory development.
• Happyhues – Peppy-Mint Bunny Plush bunny with mint-colored coat, floppy ears, and bright paws, machine-washable, 12 inches tall.
• Grab 'n' Glow Sensory light-up ball with different textures, flashing lights, and rattling sounds for multisensory play.
• Escar-Glooooow Light-up snail ball popper with handle for pushing and rolling, developing fine motor skills.
• Rainbow Sunshine Fabric sensory baby book with bright colors, sounds, and soft textures featuring crinkles and peek-a-boo elements.
• Starry Sky Wooden baby gym with 3 removable sensory accessories (cloud-shaped mirror, fabric stars, beads) and comfy cotton mat.
• Wee B. Ready 7-piece baby play set including plush zebra rattle, teething ring with 3 teethers, 2 clear balls, and 3 baby blocks.
• Looky-Looky Rolling mirror toy with two wheels (one with rattling beads, one with spiral design) that stays upright for crawling and tummy time.
• Sounds So Squeezy 4-piece sensory baby rattle with different sounds (squeaks, crinkles, rattles, chime) and 2-in-1 clip that doubles as teether.
• Peg Puzzles Set 4-pack wooden peg puzzle set including Stomping Dinos (8 pieces), Sea Treasures (8 pieces), Animal Barnyard (8 pieces), and Vehicles on the Go (7 pieces).
• Imagination Station Portable kids' lap desk with storage space, reusable stickers, and colorful background for drawing and creative activities.
• Stomping Dinos Wooden peg puzzle with 8 dinosaur pieces featuring T-rex, Pterodactyl, and other dinosaurs with colorful patterns underneath.
• Water Doodler Double-sided water drawing board with 4 water-filled pens that create artwork that fades for reusable play.
• WonderShapes 5-piece sensory foam shapes (cylinder, ramp, stair, wavy ramp, half-cylinder) with washable fabric covers for indoor climbing and active play.
• Whirly Pop High chair activity center with ball popper dome, bead spiral, and 3 musical buttons (piano, flute, guitar) with suction cups for high chair attachment.
• Colorful & Sensory Station Baby activity table with 7 interactive features including butterfly book, ball slide, piano, beads, and light-up moon with 10 songs and 15+ sound effects.

Quantifiable outcome

• Toys recommended by the National Lekotek Center for children with special needs

Named customers5 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• National Lekotek CenterminorOthersSome B. toys products have been recommended by the National Lekotek Center, an independent non-profit organization founded to help children with special needs access educational toys and play opportunities.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Plan Toys: Thai manufacturer of sustainable wooden educational toys for infants and preschoolers. Comparable to B. toys on wooden puzzles, developmental toys, and eco-friendly positioning.
• Fat Brain Toys: US specialty toy company focused on developmental, sensory, and STEM toys for babies and young children. Direct overlap with B. toys' learning, sensory foam, and motor-skill product categories.
• Melissa & Doug: Privately held US toy brand specializing in wooden, plush, and developmental toys for babies and preschoolers. Highly comparable to B. toys on age range, product mix (wooden toys, puzzles, plush, pretend play), and specialty-toy brand positioning.
• Manhattan Toy: Mid-sized US toy brand offering plush, sensory, and developmental toys for infants and toddlers. Closely comparable to B. softies and B. baby sub-brands in plush and early-childhood sensory products.
• Hape: International wooden-toy manufacturer with strong sustainability positioning and broad distribution. Comparable to B. toys on wooden toys, baby toys, and developmental play categories, with a similar global retail footprint.

Broad incumbents

• LEGO: Global building-block leader owned by Kirkbi. Directly comparable to B. toys' Bristle Block building category but at massive scale, with proprietary minifigure IP and global retail dominance.
• Fisher-Price (Mattel): Mattel-owned mass-market baby and toddler toy brand with deep big-box distribution and licensed character IP. Overlaps B. toys on the 0–4 age category but at vastly larger scale and through licensed franchises.
• VTech / LeapFrog: Electronics-led learning toy brands for infants through early elementary. Comparable to B. toys' musical, sensory, and electronic learning toys but focused on higher-priced electronic categories.

Others

• Maison Battat Inc. Parent company of B. toys and a long-standing Montreal-based toy manufacturer. Relevant as the operating parent and shared manufacturing/distribution infrastructure underlying the B. toys brand.

Emerging players

• Tegu: Boutique magnetic wooden building blocks brand for young children. Comparable to B. toys' Bristle Block building category as a niche, design-forward, premium-priced alternative.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• TikToktiktok.com/@mybtoys

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 B. toys