Moose Toys, an Australian-based toy company, began its journey in 1985 as a family-owned business. Manny Stul, the founder, wanted to create innovative, quality toys that brought joy and laughter to children worldwide. Initially, the company focused on distributing toys and novelties before evolving into a manufacturer of original products, eventually gaining a reputation for its creativity and quirky approach to toy design. To this day, their mission statement includes a commitment to working closely with communities and charities to "give kids the chance to be kids" (Moose Toys "Our Story") by giving them the chance to enjoy play through collaboration, innovation, and toys with their "own kind of WOW."

Moose Toys now carries various of its own brands, many having proved transformational for the toy industry through their unique designs and stories. Some of these include "The Trash Pack," "Shopkins," and their "Magic Mixies" cauldrons. For a full list of the brands they carry, click here! 

It seems Moose Toys has more planned for the future because of their latest executive hirings, including Dierdre Cross, an experienced, respected, and innovative executive in the toy industry. Keep on reading to discover how Moose Toys transformed from a toy distributor to the innovative and loved toy company it is today!

Early Years and First Toys

When Moose Toys first began to maneuver through the toy industry, they dealt with importing and distributing small novelty items, party favors, and toys seen throughout Australia. 

2011: The Trash Pack

One of their first original items, however, was "The Track Pack," a line of collectible, garbage-themed characters. Appealing to kids because of their collectibility and humourous design, they became a hit in 2011 and shifted Moose Toys from being a distributor to a creative powerhouse known for its original designs. To shop "The Trash Pack" on Amazon, click here!

2014: Shopkins

Their real success story began, however, in 2014 with their small, grocery-themed collectible characters called "Shopkins." The toys became a massive hit worldwide, leading to an animated series, merchandise, and an abundance of new characters that were released over various seasons. This success grounded Moose Toys' position in the toy industry as a powerhouse, capable of creating unique and loveable ideas for the collectible toy market. To shop "Shopkins" today, click here!

Moose's Era of Toyetic Innovations

Moose was just getting started as an innovative toy company with the release of Shopkins. Over the years, Moose continued to release eve more toyetic innovations that became hits in the toy industry. Some of these toys include:

2019: Heroes of Goo Jit Zu

In 2019, Moose Toy's released their Heroes of Goo Jit Zu, action figures that were filled with goo. They were stretchy with, squishy bodies, arms, and legs, which provided kids with a new and innovative way to play with a gooey toy without the mess. They also released a popular animated series featuring their characters! To shop Heroes of Goo Jit Zu on Amazon, click here!

2021: Magic Mixies

Magic Mixies were another of their innovative releases. In 2021, they released the interactive magic cauldron that would reveal plush creatures after the user underwent a fun and engaging magical unboxing process. To shop Magic Mixies Cauldron on Amazon, click here!

2022: Bluey

In 2022, they released their Bluey toys based on the popular Australian animated series, "Bluey." Bluey is described as a loveable, Blue Heeler dog that allows kids to enjoy fun and imaginative play at home. This release included various toys such as figurines, plush toys, and playsets, all of which could give kids the opportunity to recreate their favorite scenes from the show at home. To shop Bluey on Amazon, click here!

2023: Little Live Pets My Puppy’s Home

In 2023, Moose Toys released their Little Live Pets My Puppy's Home, a magical playset that offers children a hands-on, immersive experience. Designed to let kids build, decorate, and personalize their puppy's new home, this set includes everything needed to create the perfect environment for a cuddly, surprise plush puppy. The set comes with a door, welcome mat, and stickers, encouraging creativity as children attach and hammer in the nameplate, preparing for their new pet’s arrival. To shop this toy on Amazon, click here!

2024: TOTY Nominated Magic Mixies Pixlings Pixie Supremes Doll

Strategic Growth Plan

Recently, Moose Toys entered phase two of its strategic growth plan, according to the Toy World Magazine. They made news in the industry when they announced the appointment of their recent senior leadership hires, all of which they believe will lead Moose Toys to sustainable, transformational growth. These new hires include: 

1. John Coyne, Chief Brand Officer: Coyne will manage the development of Moose Toys' brands and the expansion of licensed offerings. His previous experience in the toy industry includes senior marketing work at Mattel, Spin Master, Activision Blizzard, and Bandai Namco.

2. Craig Drobis, Global General Manager: Drobis' role includes a focus on Moose Toys' existing partner brand portfolio. With almost three decades of experience within the toy industry, Drobis has worked for brands such as JAKKS Pacific, Spin Master, Mattel, and Bandai America. 

3. Stephen Davis, Entertainment and Franchise Advisor: Davis will now manage Moose Toys' entertainment and franchise team. He previously served as Hasbro's Executive Vice President, Chief Content Officer, and President of Consumer Products Licensing. He also had a previous role at Moose Toys when he served on the Board of Advisors.

4. Deirdre Cross, Senior Vice President: Deirdre Cross' role consists of expanding Moose Toys' existing portfolio to include game offerings. In the past, she was a board member of Women in Toys, Licensing and Entertainment and General Manager at Funko Games. To learn more about Cross, check out "Episode 184: From Fandom to Fun: The Power of Collaboration in Funko Games' Development Process with Deirdre Cross" of The Toy Coach podcast by clicking here!

Why This Matters For Aspiring Toy Creators

You might be wondering how this news on Moose Toys ties back into your journey in the toy industry. Moose Toys serves as a reminder that innovation and strategic planning stand as the backbone of success in the toy industry. 

As an aspiring toy creator, you need to carefully go through your brainstorming process to come up with a toy that will be innovative enough to stand out in the industry while also forming enough of a connection with consumers so it can be expanded through various seasons, launches, and expansions including animated series or different types of toys. 

To get started, listen to "Episode 1: Unlocking Your Great Toy Ideas" of The Toy Coach's podcast by clicking here! or, visit toycreatorsacademy.com to get the monthly coaching, personalized support, and resources you need to make a best-selling toy. The Toy Coach Team is here to help you create a lasting impact on the toy and game industry!