Ben — it has been an exciting year for Moose — tell us what we can expect to see from the team at Melbourne Toy Fair this year?
It has! Magic Mixies continues to deliver globally, and we are super excited to share what is next for the brand at Toy Fair. Of course, I can’t give too much away but it is definitely a fantastic range lay out for second half.
Working closely with BBC studios, we also have some exciting news from everyone’s favourite heeler pup Bluey! Fans of the show will be thrilled with the new line up which includes a Hammerbarn Playset, Beach Cabin Playset, Beach Toys Range and Bluey’s Escape Convertible!
What is a key trend you think we will be seeing in 2023 within the Toy Industry?
It’s all about the experience, specifically the reveal! Across the board we are seeing more and more innovative and creative ways to add genuine play value to products which the consumer now expects.
A great example of this is Mama Surprise from Little Live Pets. Following its success, this year Little Live Pets is offering My Puppy’s Home where kids can build their puppy dream home, close the door, and wait for it to magically appear; plus, we have an exciting new plush innovation called Cookeez Makery — a true baking experience that turns a dough creation into a warm, scented, soft plush friend.
What is driving Moose’s success?
We have a goal to be the most innovative toy company in the world. Having this as a purpose gives us the ability to focus on driving innovation, both in house and with our partners around the globe, and we are seeing the results, most recently winning the Most Innovative Toy for Mama Surprise at London Toy Fair.
We have worked hard to diversify the categories in which we operate in. Over the past few years we have seen huge success in new categories including Action Figures with Treasure X and Goo Jitzu, Youth Electronics with Magic Mixes and of course Pre School with Bluey.
And finally, our culture is incredible! Our team continues to deliver the magic that Moose is known for and last year we were a certified Great Place to Work in all regions including Australia, something that we are all really proud of.
This article originally appeared in Edition 4 of The Toy Universe Magazine
