Moose Toys
Moose Toys is an Australian toy design, development, manufacturing and distribution company known for collectible, interactive, preschool, plush and licensed toy franchises.
Last updated August 31, 2026
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Overview
Moose Toys is an Australian-owned toy company founded in 1985 by Brian Hamersfeld and headquartered in Cheltenham, Victoria. The business designs, develops, markets and distributes toys across collectible figures, dolls, preschool products, plush, action play, games, craft and activity products, and licensed entertainment properties. It has built its reputation by turning relatively small toy concepts into expandable franchises supported by packaging, digital content, licensing and retail programs. The company’s first major international success was Mighty Beanz, a collectible line introduced in 2002. Its commercial model became especially visible in the 2010s, when Trash Pack and Shopkins helped establish Moose as a global force in collectible toys. Shopkins, launched in 2014, used miniature characters based on grocery and household products, with each character given its own identity and relationships. The line expanded into dolls, miniature environments, vehicles, playsets, entertainment, apparel, games and other licensed merchandise. By December 2015, more than 115 million Shopkins products had reportedly been sold worldwide, and the brand had become one of the company’s most recognizable properties. Moose expanded its international operating model during this period. In the United States, Paul Solomon led a move toward direct distribution to major retailers, replacing an earlier distributor arrangement with Spin Master. The strategy gave Moose greater control over retail relationships and economics. The company also changed its main office location to Cheltenham and introduced a revised logo around the Shopkins period. Its reported revenue growth from approximately $10 million in the 2000s to more than $900 million by 2015 reflected the impact of its collectible franchises, although private-company financial information is not consistently disclosed. Beyond Shopkins, Moose developed or distributed brands such as Little Live Pets, Scruff-A-Luvs, Treasure X, Heroes of Goo Jit Zu, Kindi Kids, Akedo, Magic Mixies, Cookeez Makery and Blingle Bands. These lines cover different play patterns, including animal care and surprise play, stretchy action figures, treasure hunting, preschool role-play, magical storytelling, collectibles and creative activity. Moose has also used licensed partnerships to extend its reach, including Bluey, Fortnite, Tom & Jerry, Space Jam: A New Legacy, Octonauts: Above & Beyond, Strawberry Shortcake and entertainment properties associated with digital creators. Digital media is an important part of the company’s franchise strategy. Moose has supported brands with webisodes, music videos, short-form animation and longer-form programming distributed through YouTube, Netflix and other platforms. Shopkins content was developed with Pixel Zoo and later distributed through WildBrain and other outlets. Similar digital programs supported The Trash Pack, The Grossery Gang, Treasure X, Goo Jit Zu and Akedo. These initiatives help connect physical products with character stories and online audiences. The company has received numerous industry awards, particularly for Magic Mixies, Treasure X, Bluey products, Scruff-A-Luvs, Kindi Kids, Akedo and Shopkins. It has also been recognized by retailers and toy-industry organizations in Australia, the United States, the United Kingdom, France and Spain. Moose remains a privately held international toy business. Reference material describes a workforce of more than 600 or 700 employees and distribution across more than 50 or 80 countries at different points; exact current figures require verification.
History
Moose Toys was established in 1985 by Brian Hamersfeld in Australia. For much of its early development, the company operated as a toy designer, developer and distributor rather than as a globally visible franchise owner. A change in ownership and leadership occurred in 2001, when Manny Stul, Jacqui Tobias and Paul Solomon acquired the business. Under this leadership, Moose concentrated on creating highly collectible products that could be refreshed through new series, characters and accessories. Mighty Beanz, introduced in 2002, was the first Moose line to achieve substantial international success. The small collectible toys were released in an initial run from 2002 to 2006 and were relaunched in 2010. Moose subsequently developed the Trash Pack line, which used a humorous garbage-themed collectible concept. Trash Pack became an important foundation for the company's later approach to miniature characters, series-based collecting and supporting entertainment content. In 2011, Moose changed its United States commercial model by pursuing direct distribution to major retailers. Paul Solomon was associated with the effort, which followed the company's decision to end a distributor licence with Canadian toy company Spin Master. The move was intended to give Moose greater control over retail execution and profitability. The same year, the company released Trash Pack, helping establish a platform for the much larger Shopkins launch that followed. Shopkins debuted in 2014 as miniature characters inspired by grocery and household products. Each character was given a name and personality details, including associations such as hobbies and friendships. This character system encouraged collecting while making the products suitable for storytelling and licensing. Shopkins expanded into the Shoppies doll line, Happy Places miniature home products, Cutie Cars, Lil' Secrets and the preschool-oriented Kindi Kids. It was also supported by apparel, bedding, games, construction products, confectionery and other licensed categories. Animated web content, films and international distribution broadened the franchise beyond physical toys. The Shopkins period coincided with a major corporate expansion. Moose moved its main office to Cheltenham, Victoria, adopted a new logo and reported rapid revenue growth during the 2000s and first half of the 2010s. Shopkins won the Girl Toy of the Year award at the 2015 Toy of the Year ceremony and received the same category award again in 2016. In 2016, Moose was recognized as a leading United States toy vendor by Toys R Us, Target and Walmart, while Manny Stul received the EY World Entrepreneur Award. He was inducted into the Australian Toy Industry Hall of Fame in 2017. Moose broadened its portfolio after Shopkins with products spanning preschool, action, plush, interactive pets, treasure hunting, stretch figures and creative activities. The company acquired Worlds Apart in 2018 as part of its European expansion. In 2019, Kindi Kids entered the preschool segment as a Shopkins-related doll concept. The company also developed entertainment support for its brands: Shopkins animated webisodes were made with Pixel Zoo, later distributed through WildBrain and other services, while The Grossery Gang, Treasure X, Goo Jit Zu and Akedo received digital-first content. Licensing became another central growth mechanism. Moose became the global toy master outside Asia for Bluey in 2019, with products released first in Australia and later in the United States. Other partnerships included Fortnite, Tom & Jerry, Space Jam: A New Legacy, Octonauts: Above & Beyond and the relaunch of Strawberry Shortcake. More recent partnerships have connected Moose products with online creators and digital entertainment properties, including ChuChu TV, Collins Key, MrBeast and Glitch Productions. The company received multiple awards in 2021, 2022 and 2023 for products such as Magic Mixies, Treasure X, Akedo, Little Live Pets, Bluey, Scruff-A-Luvs, Cookeez Makery and Blingle Bands. It also expanded its Canadian market presence through a hybrid direct-distribution model. Moose introduced Pickleball Blast, a tabletop children's game inspired by pickleball, in 2024 and announced toy partnerships for MrBeast Lab and The Amazing Digital Circus. Moose remains an active, privately held Australian toy company with international distribution. Public descriptions differ on its precise current employee count, country coverage and revenue, so those figures should be independently verified before publication.
- 2024
Creator and digital-property partnerships expand
[1]Moose announced toy partnerships connected with MrBeast Lab and The Amazing Digital Circus.
- 2021
Canadian hybrid distribution expands
[1]Moose introduced a hybrid direct-distribution model for selected brands in Canada.
- 2019
Kindi Kids enters preschool toys
[1]Moose launched Kindi Kids, a preschool-oriented doll line related to the Shopkins Shoppies concept.
- 2019
Bluey toy partnership begins
[1]Moose was appointed global toy master for Bluey outside Asia.
- 2018
Worlds Apart is acquired
[1]The acquisition formed part of Moose's European expansion.
- 2014
Shopkins launches
[1]Moose introduced the collectible miniature store-item franchise Shopkins.
- 2011
Direct United States distribution begins
[1]Moose moved toward direct distribution to United States retailers after ending its Spin Master distributor licence.
- 2002
Mighty Beanz launches
[1]The collectible line became Moose's first major international success.
- 2001
Ownership changes
[1]Manny Stul, Jacqui Tobias and Paul Solomon acquired the company and led its subsequent expansion.
- 1985
Moose Toys is founded
[1]Brian Hamersfeld founded Moose Toys in Australia.
Products and positioning
A globally oriented, franchise-led toy company focused on collectible, character-driven, interactive and surprise-play products, often supported by digital entertainment and licensing partnerships.
Collectible toys · 2002
Mighty Beanz
Mighty Beanz is a collectible toy line introduced in 2002. Its first release ran from 2002 to 2006, followed by a relaunch in 2010. The line was Moose Toys' first product range to achieve major international success and helped establish the company's later emphasis on series-based collecting.
Collectible figures · 2011
Trash Pack
Trash Pack is a humorous collectible figure line themed around discarded and unpleasant household objects. Launched in 2011, it used small character figures and series-based collecting. The concept later informed The Grossery Gang, and Moose supported both properties with animated digital content.
Collectible miniature figures · 2014
Shopkins
Shopkins consists of miniature characters based on grocery, household and store products. Characters receive names, personality traits and relationships intended to encourage collecting and imaginative play. The franchise expanded into Shoppies dolls, Happy Places, Cutie Cars, Lil' Secrets, Kindi Kids, animated content, films and broad licensing.
Interactive toys
Little Live Pets
Little Live Pets is an interactive pet-toy range built around toy animals and caregiving or nurturing play. The brand has included electronic and responsive products and received recognition for products including Mama Surprise, which was highlighted in Australian, United Kingdom and other toy-industry awards.
Surprise and collectible toys · 2018
Treasure X
Treasure X is a discovery and treasure-hunting range in which children uncover figures, objects and themed surprises through a staged reveal process. Variants have included Aliens, Kings Gold, Sunken Treasure and other themed assortments. The brand has been supported by a digital-first animated series and won product awards in several markets.
Preschool dolls · 2019
Kindi Kids
Kindi Kids is a preschool doll line derived from the Shopkins Shoppies concept, presenting the characters as younger children. The range is designed for early role-play and has been supported by CGI animation. It helped Moose extend a successful girls' collectible property into the preschool category.
Stretchable action figures · 2019
Heroes of Goo Jit Zu
Heroes of Goo Jit Zu is an action-figure line featuring soft, stretchable characters with different internal textures and fillings. The range combines tactile play with superhero and creature themes. Moose supported the brand with animated short films and digital distribution, helping it operate as both a physical toy line and a character franchise.
Interactive magical play · 2021
Magic Mixies
Magic Mixies is an interactive magic-themed range built around surprise reveals, magical effects, figures and playsets. Products such as the Magic Mixies Crystal Ball and Mixlings Magic Castle Playset received major toy-industry recognition in 2021 and 2022, including creative and electronic toy awards.
Action figures and battling toys · 2021
Akedo
Akedo is an action and battling brand based on small collectible warriors and competitive play. Moose partnered with WildBrain and licensing partners on digital content for the brand. Akedo products, including the Triple Tag Arena, received recognition in France and other toy markets.
Plush and nurturing toys
Scruff-A-Luvs
Scruff-A-Luvs is a plush and caregiving concept in which a toy animal is presented as needing grooming and transformation. The play pattern centers on washing, drying, brushing and revealing the animal's appearance. The brand won plush-related recognition, including a Toy of the Year award in 2019.
Tabletop game · 2024
Pickleball Blast
Pickleball Blast is a two-player tabletop game inspired by pickleball. Players use hand-held mechanical paddles to strike a plastic pickle over a net while attempting to flip the opposing player's pickle-jar lid. The product illustrates Moose's expansion beyond collectible figures and dolls into family and tabletop play.
Marketing campaigns
- 2021Akedo digital-first content
Global
Moose worked with WildBrain and licensing partners on an animated digital series supporting Akedo.
Outcome. The series initially appeared on YouTube and Amazon Prime in English and French, with wider language and platform distribution planned.
- 2019Bluey global toy program
Australia · United States · Other markets outside Asia
Moose became the global toy master outside Asia for Bluey and developed products based on the Australian preschool series.
Outcome. Products launched in Australia in 2019 and entered United States retail in 2020, with subsequent licensing recognition in the United Kingdom.
- 2016Shopkins licensing expansion
North America · United Kingdom · Australia
Moose expanded Shopkins into apparel, games, bedding, construction products, confectionery and other categories through licensing agencies and regional partners.
Outcome. Reference material reported 51 North American licensees by January 2016 and a McDonald's Happy Meal promotion.
- 2014ShopkinsWorld digital launch
Global
Moose partnered with Pixel Zoo to support Shopkins with animated webisodes and music videos on the ShopkinsWorld YouTube channel, later associated with MooseTube Squad. The content gave collectible characters a continuing narrative identity.
Outcome. The content accumulated millions of views and was later distributed through WildBrain, Netflix and other territorial platforms.
Brand decisions
2021
Hybrid direct distribution in CanadaStrategyBackground
Moose sought a more selective and controlled route to market for new brands in Canada.
Action taken
The company introduced a hybrid direct-distribution model for selected products, including Akedo and Bluey.
Aftermath
The move expanded Moose's direct market presence while retaining a strategic approach to brand-by-brand distribution.
2019
Entry into preschool with Kindi KidsProduct launchBackground
Moose extended the Shopkins-related Shoppies concept toward younger children.
Action taken
The company launched Kindi Kids as a preschool doll line supported by CGI entertainment.
Aftermath
The launch diversified Moose's portfolio into preschool role-play while retaining links to an established franchise family.
2018
Acquisition of Worlds ApartM&ABackground
Moose pursued European expansion and sought to broaden its international operating base.
Action taken
Moose acquired Worlds Apart.
Aftermath
The transaction was presented as part of Moose's European growth strategy; detailed transaction terms are not provided in the reference material.
2011
Move to direct United States retail distributionStrategyBackground
Moose sought greater control over its United States retail relationships after the success of its collectible products.
Action taken
The company ended its distributor licence with Spin Master and began distributing products directly to United States retailers.
Aftermath
The change was described as allowing Moose to retain a greater share of economics while scaling Trash Pack and later Shopkins.
Sources1 sources
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