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Moose Toys
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 700 staff and distributes to over 80 countries. They are best known for their collectible mini-figure toy lines, including Mighty Beanz, Trash Pack, and Shopkins.
In 1985, Moose Toys was founded by Brian Hamersfeld. In 2001, Moose was acquired by Chief Executives Manny Stul, Jacqui Tobias, and Paul Solomon. In 2002, Moose released a line of collectible toys called Mighty Beanz, which became Moose's first toy line to achieve international success. Moose released the first wave of Mighty Beanz from 2002 to 2006, and later relaunched the Mighty Beanz brand in 2010.
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. 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. 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. These two successful ventures helped Moose Toys revenue from the 2000s to 2015 grow from $10 million to more than $900 million.
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'. In 2016, Moose was recognized as Toy Vendor of the year in the US by Toys R Us, Target, and Walmart, CEO Manny Stul also won the EY World Entrepreneur Year Award, and was the first Australian to do so. 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. In 2017, Manny Stul was inducted into the Australian Toy Industry Hall of Fame.
In 2018, Moose Toys acquired Worlds Apart as part of a European expansion, 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. 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. In 2023, Moose Toys took home four awards at the Australian Toy Awards. In 2024, Moose Toys began focusing on partnerships, signing at licensing deal with YouTuber MrBeast to make a toy line called MrBeast Lab, and one with Glitch Productions to make a toy line for their web series The Amazing Digital Circus. The company currently has over 600 staff, distributes to over 50 countries, and makes around $1 billion in revenue.
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 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.
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). Paul Solomon credits his mother Jacqui Tobias, director of girls' products, for the idea of Shopkins. 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.
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Moose Toys
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 700 staff and distributes to over 80 countries. They are best known for their collectible mini-figure toy lines, including Mighty Beanz, Trash Pack, and Shopkins.
In 1985, Moose Toys was founded by Brian Hamersfeld. In 2001, Moose was acquired by Chief Executives Manny Stul, Jacqui Tobias, and Paul Solomon. In 2002, Moose released a line of collectible toys called Mighty Beanz, which became Moose's first toy line to achieve international success. Moose released the first wave of Mighty Beanz from 2002 to 2006, and later relaunched the Mighty Beanz brand in 2010.
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. 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. 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. These two successful ventures helped Moose Toys revenue from the 2000s to 2015 grow from $10 million to more than $900 million.
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'. In 2016, Moose was recognized as Toy Vendor of the year in the US by Toys R Us, Target, and Walmart, CEO Manny Stul also won the EY World Entrepreneur Year Award, and was the first Australian to do so. 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. In 2017, Manny Stul was inducted into the Australian Toy Industry Hall of Fame.
In 2018, Moose Toys acquired Worlds Apart as part of a European expansion, 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. 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. In 2023, Moose Toys took home four awards at the Australian Toy Awards. In 2024, Moose Toys began focusing on partnerships, signing at licensing deal with YouTuber MrBeast to make a toy line called MrBeast Lab, and one with Glitch Productions to make a toy line for their web series The Amazing Digital Circus. The company currently has over 600 staff, distributes to over 50 countries, and makes around $1 billion in revenue.
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 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.
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). Paul Solomon credits his mother Jacqui Tobias, director of girls' products, for the idea of Shopkins. 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.