About us

Creativity at Play™

How We Make Play Time Epic.

We develop toys that develop character. From finger dexterity through personal expression, our imaginative products harness the creativity in every child. By making it our craft to realize the art in everyone, we build an appropriate world of play for every age. Our thoughtful R&D process involves a global mindforce to guide each product from ideation to end development. The result is a catalog of the world’s most inspired toys— and human beings.

By staying true to 5 simple principles, we succeed to harness creativity in all ages, genders, mindsets and socioeconomic environments. As we should.

Create fearlessly

We don't play by old rules, instead bringing genre-bending, often gender - neutral products to market.

Design For People

Our think tank produces multiple brands, each independent, self-sufficient, and true to its target identity.

Retain Loyalty

Product classes feed into one another, growing along with the child inside each of our customers.

Play For Life

Every toy in our ecosystem speaks to an uncompromising commitment to safe, durable, quality playtime.

Go It Together

At 200+ people strong, we are all hands on deck - including dreamers, players, and doers.