Moose Toys

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Moose Toys
Public
Industry
Founded 1985; 39 years ago (1985)
Founder
  • Brian Hamersfeld
Headquarters Cheltenham, Melbourne, Australia
Area served
 Worldwide
Key people
Products
Website www.moosetoys.com

Moose Toys is an Australian-owned toy design, development and distribution company founded in 1985 by Brian Hamersfeld.[1] Moose products are sold in 85 countries and is currently the fifth largest toy manufacturer in Australia and fourth largest in the United States.[2][3]

History

Moose Toys was founded in 1985 by Brian Hamersfeld[4] and acquired by Chief Executives Manny Stul, Jacqui Tobias and Paul Solomon in 2001. The company is based in Cheltenham, Melbourne, Australia.[5] Between 2000 and 2015 revenue for the company has grown from $10 million to more than $600 million.[6]

In 2013, co-chief executive Paul Solomon led a move to distribute Moose Toys products directly into US retail, which was a collectible brand called "the Trash Pack".[7]

In 2014, Moose Toys relocated its main office within town with what co-chief Manny Stul claims is a first of its kind with a basketball court, and a meeting room at the top of a built in beanstalk with walls that act as whiteboards.[8] Moose Toys, which employs 200 people in Australia, the US, Hong Kong, China and the UK, is currently the number 8 ranked toy company in the US and number 4 in Australia.[5]

In 2015, Moose Toys was awarded "Girls Toy of the Year" by the U.S.’s Toy Industry Association for their product line Shopkins and "Partner of the Year" by Toys"R"Us.[9]

Co-CEO Manny Stul was awarded the Ernst & Young Australian Entrepreneur of the Year award in 2015.[3][10][11]

Other Moose product lines include Mighty Beanz, Beados, Aqua Sand, The Trash Pack, Little Live Pets and Betty Spaghetty[5]

Shopkins

Shopkins are a collectible small doll franchise, designed, and developed by the Moose team in Melbourne, Australia.

Toys

Shopkins toys are miniature store item characters available to collect, trade, and share. Each Shopkins character has a name, hobby, hang out, and BFF, intended to create an emotional bond for the collector.[12]

Each new series of Shopkins combines 140+ characters with playsets and accessories. As of December 2015, there are 420 individual characters to collect.[13]

Originally released in June 2014, by December 2015 over 115 million Shopkins had been sold worldwide.[13] Co-chief Paul Solomon credits his mother Jacqui Tobias, director of girls’ products, for the idea of Shopkins.[5]

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.[13]

Animation

For the launch of Shopkins, a series of animated Webisodes were created for the ShopkinsWorld YouTube. There have been over 20 released so far and they have gained over 30 million views.[14]

In 2014, Moose partnered with children’s content producers Nelvana to create Shopkins animated content, slated for release in 2016.[15]

Other product

Moose has licensed Shopkins for additional products through Bulldog Licensing in the UK,[16] The Licensing Shop[17] in the US, and Merchantwise in Australia.[18]

In October 2015, the first official Shopkins app was released to much success.[19] As of January 2016, 51 Shopkins licensees had been signed in North America, including apparel, construction, candy, games, and bedding.[20] In that same month, Shopkins partnered with McDonald's to release special edition Happy Meal toys.[21]

References

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  10. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  11. ↑ http://www.ey.com/GL/en/About-us/Entrepreneurship/Entrepreneur-Of-The-Year/World-Entrepreneur-Of-The-Year---Country-winner-Australia-2016
  12. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  13. ↑ 13.0 13.1 13.2 Lua error in package.lua at line 80: module 'strict' not found.
  14. ↑ Lua error in package.lua at line 80: module 'strict' not found.
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  20. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  21. ↑ Lua error in package.lua at line 80: module 'strict' not found.


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