Moose Toys Explained

Moose Toys
Type:Private company
Founder:Brian Hamersfeld
Location:Cheltenham
Location City:Melbourne
Location Country:Australia
Area Served:Worldwide
Revenue:$1 billion
Num Employees:600+

Moose Toys, also known as Moose Enterprises or The Moose Group, is an Australian-owned toy design, development, and distribution company founded in 1985 by Brian Hamersfeld. The company is headquartered Cheltenham, Victoria, Australia, has over 600 staff, and distributes to over 50 countries. They are most known for their collectable minifigure toy lines "The Trash Pack" and "Shopkins", and their associated francises.

History

In 1985, Moose Toys was founded by Brian Hamersfeld.[1] In 2001, Moose was acquired by Chief Executives Manny Stul, Jacqui Tobias, and Paul Solomon. In 2011, Paul Solomon began an effort to distribute Moose Toys products directly into US retail, ending its distributor license with Canadian toy company Spin Master.[2] The move allowed for greater profit to be made after the successful launch of the collectible minifigure toy line called "Trash Pack" in the same year.[2] Three years later in 2014, Moose Toys launched the Shopkins toy line, which later grew into a franchise in later years with spin-offs and other merchandise, accompanied by a change in main office to their current location in Cheltenham, and a change in logo design.[3] These two successful ventures helped Moose Toys revenue from the 2000s to 2015 grow from $10 million to more than $900 million.[4]

In 2015, at the 15th annual Toy Industry Association's Toy of the Year (TOTY) Awards ceremony, Moose Toys' Shopkins Small Mart was awarded the '2015 Girl Toy of the Year'.[5] In 2016, Moose was recognized as Toy Vendor of the year in the US by Toys R Us, Target, and Walmart,[6] CEO Manny Stul also won the EY World Entrepreneur Year Award, and was the first Australian to do so.[7] Shopkins also won the girl toy of the year award at the 16th annual Toy Industry Association's Toy of the Year Awards for the second time.[8] In 2017, Manny Stul was inducted into the Australian Toy Industry Hall of Fame.[9]

In 2018, Moose Toys acquired Worlds Apart as part of a European expansion,[10] followed by the company entering the preschool toy line with "Kindi Kids", a Shopkins spin-off which features the popular Shoppies line of dolls as preschoolers, the following year.[11] In 2021, Moose Toys was awarded with five wins at the Australian Toy Awards. Moose also expanded into the Canadian market with the launch of a hybrid direct distribution model for a strategic selection of new brands, including Akedo and Bluey.[12] In 2023, Moose Toys took home four awards at the Australian Toy Awards.[13] In 2024, Moose Toys began focusing on partnerships, signing at licensing deal with YouTuber MrBeast to make a toy line called MrBeast Lab,[14] and one with Glitch Productions to make a toy line for their online series The Amazing Digital Circus.[15] The company currently has over 600 staff, distributes to over 50 countries,[16] and makes around $1 billion in revenue.[17]

Toy lines

Moose Toys has also created, manufactured, and marketed toy brands across a number of categories: including action figure, plush, and dolls. Most have a collectible component and include a number of other products within the toy line.

Shopkins

Shopkins are a collectible line of figures based on earlier The Trash Pack figures. The toys are miniature store item characters, with each Shopkins character given a name, hobby, hang out, and BFF, intended to create an emotional bond for the collector.[18]

Originally released in June 2014, by December 2015 over 115 million Shopkins had been sold worldwide. Due to the toy line's popularity, it expanded into a franchise including licensed merchandise and spin-offs for the toy line (notably the Shopkins Shoppies line of dolls, Happy Places in which people can decorate homes with Petkins furniture, Cutie Cars which are miniature Shopkins cars, Lil' Secrets, a line similar to Polly Pocket, and Kindi Kids, a Shoppies-spin-off doll line for preschoolers).[19] Paul Solomon credits his mother Jacqui Tobias, director of girls' products, for the idea of Shopkins.[3] In December 2015, a one-of-kind glass Shopkin called Gemma Stone sold for $21,500 on eBay, with all proceeds going to the Toy Industry Foundation.

Animation

In 2014, Moose partnered with Pixel Zoo to create Shopkins animated content, including the webisodes.[20] For the launch of Shopkins, a series of animated Webisodes were created for the ShopkinsWorld YouTube channel (now MooseTube Squad). There have been 85 released, along with 6 original music video clips, and has gained millions of views. WildBrain distributes Shopkins content on their channels (including the WildBrain - Cutie Cartoons channel) and, in 2016, has also been placed on Netflix[21] amongst many other territorial stations globally. Moose also partnered with Universal Studios to create three Shopkins movies.[22] In 2019, Moose also released a spin-off line of Shopkins intended for preschoolers, Kindi Kids, which was supported by a CGI animated series. In 2021, to promote the toys for Season 5, the brand was supported by a new-look 2D animated series for the series' 4th season.

For their Trash Pack toy line, Moose also created Trash Pack cartoons which ended shortly near the end of the toy franchise in 2014.[23] In 2016, to promote The Trash Pack's sequel, The Grossery Gang, Moose has done Grossery Gang cartoons which continue to amass views on YouTube. This content includes three mini movies and more than 35 webisodes. The first Grossery Gang animated mini movie was released on 28 July 2017 on YouTube to promote Series 3 of the toy franchise.

In 2018, Moose released a digital-first series to support the launch of Treasure X, a 2D series which continued for three years on YouTube. In 2019, Moose launched more animated content for their Goo Jit Zu toy line, which gained over 120 million views on the five mini movies that have followed by November 2021. The content has since also been placed on Netflix in English, French, and German, amongst other distribution platforms. In 2021, Moose announced their partnership with WildBrain on the brand Akedo. This digital-first series launched in June 2021 and is part of a larger partnership between Moose, Wildbrain, and Consumer Products (CPLG). This series was brought to YouTube and Amazon Prime initially in both English and French, with wider distribution to come on additional platforms and in Portuguese, Italian, Spanish, and Russian in 2022.[24]

Licensed Partnerships

Shopkins

Moose has licensed Shopkins for additional products through Bulldog Licensing in the UK,[25] The Licensing Shop[26] in the US, and Merchantwise in Australia.[27]

As of January 2016, 51 Shopkins licencees had been signed in North America, including apparel, construction, candy, games, and bedding.[28] In that same month, Shopkins partnered with McDonald's to release special edition Happy Meal toys.[29]

Bluey

See also: Bluey (2018 TV series). On June 12, 2019, Moose Toys was named "Global Toy Master" (excluding Asia) for the Australian preschool series, Bluey.[30] Toys based on the show were released in November 2019 in Australia[31] and July (Target) and August (Walmart and Amazon) in 2020 in the U.S.A.[32]

Others

Moose Toys has entered into a licensed partnership with Fortnite in 2018 to create themed collectable toys and merchandise.[33] In 2021, a toy line partnership was also made with Warner Bros. for the film Tom & Jerry: The Movie and . Also in 2021, a partnership was made with Silvergate Media to release a toy line to promote the Octonauts spin-off "Octonauts: Above & Beyond".[34] In September 2021, WildBrain named Moose the new toy partner for the relaunched Strawberry Shortcake franchise, with new toys being released in early 2022.[35] Moose Toys more recently has partnered with YouTubers to create toy lines: including ChuChu TV,[14] Collins Key,[14] Glitch Productions,[15] and MrBeast to create MrBeast Lab.[14]

Recent Awards

Notes and References

  1. Web site: Not all fun and games: Paul Solomon . Brw.com.au . 29 November 2012 . 8 June 2015.
  2. Web site: Bailey. Michael. How Melbourne's Moose is charging into Mattel's share of US toy market. BRW. 23 July 2015.
  3. Web site: Moose Toys plays at the top of their game; Herald Sun . Herald Sun . 10 June 2015.
  4. Web site: Toy king takes out EY Entrepreneur of the Year . The Sydney Morning Herald . 16 October 2015 . 7 January 2016.
  5. Web site: Moose Toys wins big at US toy awards. 2021-11-04. Australian Giftguide. 13 March 2015.
  6. Web site: Moose Toys Awarded 'Partner Award Of Excellence' By Target. 2021-11-04. www.retailitinsights.com.
  7. Web site: Manny Stul. 2021-11-04. www.ey.com.
  8. Moose Toys' Shopkins Scoops Ice Cream Truck Wins 2016 Girl Toy of the Year Award . 2021-11-04 . www.prnewswire.com.
  9. Web site: Aus Toy Membership Hall of Fame.
  10. Web site: Sign-up. 2021-11-04. ToyNews.
  11. Web site: Moose Toys launches new preschool range. 2021-11-04.
  12. Web site: Moose Toys expands global presence with new distribution into Canada. 2021-11-04. ToyNews.
  13. Web site: Anita . 2023-03-06 . Moose wins big at Australian Toy Awards . 2023-03-09 . Toy World Magazine The business magazine with a passion for toys.
  14. Web site: Gutelle . Sam . MrBeast action figures will be coming home for the holidays in 2024 . . January 26, 2024 . October 9, 2024.
  15. Web site: Moose Toys Secures Licensing Deal for 'The Amazing Digital Circus' . 22 July 2024.
  16. Web site: Moose Toys: About Us - Learn all bout us and our awesome toys!. Moose Toys.
  17. Web site: MrBeast, YouTube's top name, strikes deal with Moose Toys . . 27 June 2024 . 11 October 2024.
  18. Web site: Al Duwick. Hala. just-like-the-shopkins-get-your-products-flying-off-shelves-through-powerful-marketing-messages. Global Toy News. 23 July 2015.
  19. Web site: This Tiny Toy Just Sold for $21,500. FOX40. 8 December 2015. 7 January 2016.
  20. Web site: Shopkins – Pixel Zoo. 2021-11-11.
  21. Web site: Watch Shopkins Netflix. 2021-11-11. www.netflix.com.
  22. Moose Toys Announces Release Of First-Ever Shopkins DVD. 2021-11-11. www.prnewswire.com.
  23. Web site: 2015-12-20. Toymakers Turn to YouTube. 2021-11-11. Enterprise.
  24. Web site: Moose Toys Delivers A Triple Threat With New 'Akedo' Franchise Combining Action Figures, Battling And Collectability. 2021-11-11. WildBrain.
  25. Web site: Licensing. Bulldog. Bulldog Continues to Grow Shopkins. Bulldog Licensing. 23 July 2015.
  26. Web site: Global. License. Shopkins Bags 16 New Licensees. License Global. 23 July 2015.
  27. Web site: Guie. Phil. Moose Toys Lines Up New Shopkins Licensees for Toys and Games. The Toy Book. 4 December 2014. 23 July 2015.
  28. Web site: Moose Toys Announces New Shopkins Licensees – The Licensing Book Online. licensingbook.com. 26 January 2016.
  29. Web site: Shopkins Season 4: New Shoppie Introduced, Season 4 Roundup, Shopkins App, Happy Meal, News, Updates. 31 December 2015. Crossmap. Redfield. Yumi.
  30. Web site: Moose Toys named as Global Master Toy Partner for Bluey . Moose Toys . June 6, 2019.
  31. Web site: Christmas is Sorted... Bluey Toys are hitting Australian stores from November! . Moose Toys . 12 September 2019 . September 12, 2019.
  32. Web site: Moose Toys launch Bluey Toys in US Stores This Summer . Moose Toys . 14 July 2020 . July 14, 2020.
  33. Web site: Wallace . Mitch . Exclusive First Look At Official 'Fortnite Battle Royale' Collectible Toys . . August 22, 2018 . October 11, 2024.
  34. Web site: Moose Secures Toy Rights to Silvergate Media's Hit IP Octonauts . Moose Toys . 27 January 2021 . January 27, 2021.
  35. Web site: WildBrain Bakes Up Fresh 'Strawberry Shortcake' for Today's Kids. Mercedes. Milligan. 9 September 2021.
  36. Web site: Anita . 2023-03-06 . Moose wins big at Australian Toy Awards . 2023-03-09 . Toy World Magazine The business magazine with a passion for toys.
  37. Web site: Anita . 2023-03-06 . Moose wins big at Australian Toy Awards . 2023-03-09 . Toy World Magazine The business magazine with a passion for toys.
  38. Web site: Anita . 2023-03-06 . Moose wins big at Australian Toy Awards . 2023-03-09 . Toy World Magazine The business magazine with a passion for toys.
  39. Web site: Anita . 2023-03-06 . Moose wins big at Australian Toy Awards . 2023-03-09 . Toy World Magazine The business magazine with a passion for toys.
  40. Web site: 2022 Awards Program . 2022-04-11 . austoy.com.au.
  41. Web site: 2022 Awards Program . 2022-04-11 . austoy.com.au.
  42. Web site: Home . 2022-04-11 . austoy.com.au.
  43. Web site: 2022 Awards Program . 2022-04-11 . austoy.com.au.
  44. Web site: 2022 Awards Program . 2022-04-11 . austoy.com.au.
  45. Web site: 2022 Awards Program . 2022-04-11 . austoy.com.au.
  46. Web site: 2022 Awards Program . 2022-04-11 . austoy.com.au.
  47. Web site: Toy Industry Awards Winners 2021 . 2022-04-11 . BTHA.
  48. Web site: Toy Industry Awards Winners 2021 . 2022-04-11 . BTHA.
  49. Web site: Moose Toys takes Toy of the Year 2021 among slew of wins at Grand Prix du Jouet. 15 July 2021. Moose Toys.
  50. Web site: MOOSE TOYS STEAL THE SHOW AT THE ATA AWARDS WITH FIVE WINS AND AN ANNOUNCEMENT OF NEW KEY PRODUCT LINE FOR BLUEY!. 3 March 2021. Moose Toys.
  51. Web site: Moose Toys Wins Five Australian Toy Association Awards. 2 March 2021.
  52. Web site: Moose Toys named Walmart Toy Supplier of the Year. 5 March 2021. Toy World Magazine | The business magazine with a passion for toys.
  53. Web site: Even Toys & Games' Genius Square takes out product of the year - Toy & Hobby Retailer. www.toyhobbyretailer.com.au.
  54. Web site: Toy Fair's Hero Toys List Announced at Toy Fair 2020. 21 January 2020.
  55. Web site: Ka-pow! Moose wins Action Figure of the Year!. 7 March 2019. Moose Toys.
  56. Moose Toys Wins Prestigious Toy of the Year Award. www.prnewswire.com.
  57. Web site: Worlds Apart celebrates new year Scruff-a-Luvs success. 6 February 2019. Toy World Magazine | The business magazine with a passion for toys.

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