In an industry defined by rapid change, short licence cycles and constant reinvention, longevity is never accidental. For more than 30 years, MJM Australia has remained a consistent and trusted presence in the Australian toy market—particularly in the highly competitive licensed games and puzzles category. At the centre of that story are brothers Jacques and Marcel Levy, whose leadership has shaped MJM into the business it is today.
While the Levy family’s connection to the toy industry stretches back more than 60 years, the current chapter of MJM is very much a modern leadership story. Jacques and Marcel have been running the business for three decades, guiding it through profound shifts in retail, licensing and consumer behaviour. This is not a business sustained by nostalgia, but one built on clarity of purpose and a disciplined understanding of what makes licensed product succeed at shelf.
Licensed games and puzzles occupy a unique space within the toy industry. They demand a careful balance between brand integrity, play value and commercial realism. MJM has carved out its position by understanding that a licence alone does not guarantee success—execution does. From brand selection to product development and retailer alignment, the company has consistently demonstrated an ability to translate popular properties into products that families actually want to play with.
That consistency has become one of MJM’s defining strengths. Over time, Jacques and Marcel have built deep, trusted relationships with licensors and retail partners alike, grounded in reliability and long-term thinking. In a category where trends can spike and disappear quickly, MJM’s measured approach has allowed the business to navigate both boom periods and market contractions without losing its footing.
Thirty years at the helm has also given the brothers a rare perspective on the cyclical nature of the toy business. They have seen retail formats rise, consolidate and reinvent themselves. They have worked through shifts in consumer expectations, price sensitivity and the growing importance of brand authenticity. Rather than chasing every new trend, MJM has focused on doing fewer things well—remaining selective, agile and commercially grounded.
The Levy family heritage does play a role in this mindset. With roots tracing back to the 1960s, there is a deep, inherited respect for product and play at the core of the business. That DNA, however, has not limited MJM’s evolution. Instead, it has provided a stable foundation from which Jacques and Marcel have modernised the business, ensuring it remains relevant to today’s market realities while retaining the values that underpin long-term partnerships.
As the licensed games and puzzles category continues to evolve, MJM’s story is increasingly one of quiet leadership. It is about showing up consistently, understanding the mechanics of both brands and retail, and making smart decisions that support sustainable growth rather than short-term wins.
In an industry that often celebrates the next big thing, MJM Australia stands as a reminder that endurance, relevance and trust are built over time. After 30 years of leadership from Jacques and Marcel Levy, the business is not resting on its history—it is actively shaping its future. And in today’s toy landscape, that may be the most valuable success of all.
This article also appeared in Edition 20 of The Toy Universe Magazine
