As consumer trends continue to evolve at speed, few toy brands have captured the cultural zeitgeist quite like Gui Gui. Inspired by the beauty aisle, with its luxe slime textures, trend-led scents and playful mix-ins housed in beauty-inspired vessels, Moose Toys has created a sensory brand that sits confidently at the intersection of toy, lifestyle and pop culture.
Following its breakout success in 2025 and continued momentum into 2026, Gui Gui has quickly established itself as a category leader within the booming compound space, resonating strongly with kids, tweens and teens through its tactile, multi-sensory play pattern, collectability and trend-driven aesthetic. Importantly for the toy industry, its broad age appeal helps extend the relevance of the toy aisle across multiple shopper segments, keeping older kids engaged in category for longer and encouraging repeat visitation and cross-age purchasing within the same brand. As the range expands, Moose continues to lean into the areas driving modern demand, including licensed entertainment, social-first influence and mini collectibles.
Leading the next wave is the highly anticipated Gui Gui x Netflix’s KPop Demon Hunters collaboration which launched in May in Australia. Designed to tap into the global rise of K-culture and character-led fandoms, the range brings together the film’s key characters with Gui Gui’s signature beauty-led slime styling. Each slime follows a five-step “beauty routine” play experience where consumers reveal, mix, decorate, personalise and finish their creation, reinforcing the brand’s strong connection to beauty-inspired play.
The Rumi, Mira, Zoey and Derpy Tiger character slimes deliver distinct colour stories and textures, ranging from glossy charm-led finishes to more textured crunch-style compounds. With four styles to create and a Limited Edition of 1,000 Golden Slimes, the range also introduces a strong chase element that drives excitement at shelf and encourages repeat engagement.
Central to Gui Gui’s continued momentum is Moose’s work with leading beauty and DIY creators who are actively shaping what tweens and teens engage with across digital platforms and online entertainment. The 2026 line-up includes curated slime drops in collaboration with global creator Salish Matter, alongside Sydney Morgan and Grace Mary Williams. Each brings a distinct audience and creative lens, from Salish’s highly engaged tween following and lifestyle-driven content to Sydney Morgan’s beauty-led tutorials and trend focus, and Grace Mary Williams’ hands-on DIY storytelling. Salish’s influence in particular continues to grow following the launch of her Netflix series with Jordan Matter, which debuted as the number one Kids title on Netflix, further strengthening her cultural impact and driving demand for the collaboration within Australian retail.
Rounding out the Australian line-up, one of the world’s most iconic lifestyle brands Hello Kitty joins Gui Gui in July. The collaboration is expected to resonate strongly with tween shoppers and collectors, while also delivering a highly giftable licensed range that taps into kawaii culture and beauty-led aesthetics.
For Moose, the continued success of Gui Gui reinforces its ability to identify and scale global trends from its Australian home base. As one of Australia’s most successful toy businesses, Moose has consistently demonstrated its strength in building brands that resonate both locally and internationally, with Gui Gui now emerging as one of its most impactful launches.
For the Australian toy industry, Gui Gui shows how innovation, beauty trends, entertainment licensing and creator-led discovery can work together to broaden age appeal and ultimate keep consumers engaged in the toy category for longer.
As 2026 unfolds, Gui Gui is set to remain front and centre in both retail conversations and shopping baskets across Australia. Gui Gui is available now from BIG W and independent toy stores across Australia.
This article also appeared in Edition 21 of The Toy Universe Magazine
