The novelty toy industry in nan thrives on creativity and engagement, producing unique toys that captivate children's imaginations. This sector comprises companies ranging from classic manufacturers to innovative startups, all focused on fun and educational products. Presently, the industry is adapting to trends in sustainability, technology, and digital interaction, leading manufacturers to explore eco-friendly materials and tech-infused toys. With a constant demand for items that spark joy and enhance playtime experiences, the future looks promising, as brands pivot to meet evolving consumer preferences.

This list highlights 22 notable novelty toy companies, showcasing varied sizes and locations. Major players include giants like LEGO and ToysRUs, alongside nimble firms like Jellycat and Kidrobot. These businesses were founded between 1932 and 2019, with specialties in plush toys, construction sets, and creative play. Operating globally, these companies continue to impact children's entertainment, securing positions through innovation and quality. Their diverse product offerings reflect rich traditions and trends within the toy market.

Discover what sets apart the top novelty toy companies.

Top 22 Novelty Toys Companies

1. Melissa & Doug

• Website: melissaanddoug.com
• Ownership type: Corporate
• Headquarters: Wilton, Connecticut, United States (USA)
• Employee distribution: United States (USA) 88%, United Kingdom (UK) 6%, China 6%
• Latest funding: $950.0M, October 2023
• Founded year: 1988
• Headcount: 501-1000
• LinkedIn: melissa-%26-doug

Melissa & Doug, LLC is a toy manufacturer based in Wilton, Connecticut, founded in 1988. The company focuses on creating high-quality children's toys, including wooden puzzles, arts and crafts supplies, and educational products. They target parents and caregivers who prioritize imaginative play and learning in their children's development. Melissa & Doug sells its products through its online store and various retail partners, ensuring a broad reach in the market. Recently, the company secured significant funding, amounting to $950 million, which indicates strong investor confidence in their business model and growth potential. Their commitment to sustainability and creating timeless toys reflects their dedication to both quality and environmental responsibility.

2. the LEGO Group

• Website: lego.com
• Ownership type: Private
• Headquarters: Billund, Denmark
• Employee distribution: Denmark 35%, United States (USA) 15%, United Kingdom (UK) 13%, Other 37%
• Founded year: 1932
• Headcount: 10001+
• LinkedIn: lego-group

The LEGO Group, founded in 1932 and based in Billund, Denmark, is a prominent toy manufacturer recognized for its iconic plastic construction toys. The company offers a wide array of LEGO sets, merchandise, and educational products designed for children and adult enthusiasts alike. With over 19,000 employees, LEGO operates primarily as a retailer, selling directly to consumers through its online platform. Their product range includes themed sets that cater to various interests, from architecture to popular culture, and they have made significant strides in educational toys that promote creativity and learning. LEGO also engages with its community through initiatives like LEGO Education and the LEGO Foundation, which focus on enhancing learning through play. The company has maintained a strong presence in the toy industry, continually evolving its offerings to meet consumer demands and trends.

3. ToysRUs

• Website: toysrus.com
• Ownership type: Private Equity
• Headquarters: Parsippany-Troy Hills, New Jersey, United States (USA)
• Employee distribution: United States (USA) 54%, Canada 12%, South Africa 4%, Other 30%
• Latest funding: June 2019
• Founded year: 1948
• Headcount: 10001+
• LinkedIn: toysrus1

ToysRUs is a retail company based in Parsippany-Troy Hills, New Jersey, specializing in toys and games. Founded in 1948, the company has built a reputation for offering a wide range of products for children, including action figures, arts and crafts, and outdoor play items. ToysRUs primarily serves families and individuals looking for quality toys, providing an online shopping experience that allows customers to explore various categories. The company employs over 13,000 people and has a significant presence in the United States, Canada, South Africa, China, and Spain. ToysRUs continues to be a relevant player in the toy industry, focusing on delivering a comprehensive selection of toys that cater to different age groups and interests.

4. Zuru

• Website: zuru.com
• Ownership type: Private
• Headquarters: Hong Kong S.A.R
• Employee distribution: New Zealand 42%, China 31%, United States (USA) 17%, Other 11%
• Founded year: 2003
• Headcount: 1001-5000
• LinkedIn: zurugroup

Zuru is a Hong Kong-based toy manufacturer that has made a significant impact in the toy and consumer goods sectors since its inception in 2003. The company operates through three main divisions: ZURU Toys, ZURU Edge, and ZURU Tech. ZURU Toys is particularly recognized for its innovative approach to toy design and production, offering a range of popular brands that include Bunch O Balloons™, X-Shot™, Rainbocorns™, Mini Brands™, and Robo Alive™. These products are designed to inspire imaginative play and are distributed to major retailers in over 120 countries, reaching millions of families worldwide. Zuru's commitment to creativity and automation in manufacturing has positioned it as a notable player in the toy industry, with a workforce of over 1,000 employees spread across various global locations, including New Zealand, China, and the United States. The company has not reported any recent funding, indicating a self-sustaining growth model.

5. Bandai Co., Ltd

• Website: bandai.co.jp
• Ownership type: Private
• Headquarters: Japan
• Employee distribution: Japan 56%, China 16%, France 10%, Other 19%
• Founded year: 1950
• Headcount: 1001-5000
• LinkedIn: bandai-co.-ltd

Bandai Co., Ltd, established in 1950, is a prominent toy manufacturer and entertainment company based in Japan. The company specializes in the design, development, and sales of a wide range of products, including toys, models, and lifestyle goods. Bandai caters to consumers of all ages, providing engaging products that inspire creativity and enjoyment. Their portfolio includes popular items such as gashapon (capsule toys), card games, and action figures, often linked to beloved anime and manga franchises. Bandai's strategic focus on leveraging intellectual properties allows it to create products that resonate with fans globally. The company operates with a workforce of approximately 2,400 employees and has a significant presence in various countries, including Japan, China, and France. Bandai's commitment to sustainability and safety in product offerings further underscores its role in the toy industry.

6. Jellycat

• Website: jellycat.com
• Ownership type: Private
• Headquarters: London, England, United Kingdom (UK)
• Employee distribution: United Kingdom (UK) 67%, United States (USA) 19%, Indonesia 3%, Other 11%
• Founded year: 1999
• Headcount: 51-200
• LinkedIn: jellycat

Jellycat, established in 1999 and based in London, is a prominent toy manufacturer and retailer specializing in soft toys and home décor. The company is known for its whimsical and original designs, which have gained a loyal following among both children and adult collectors. Jellycat's product lineup includes a wide array of plush toys, books, and accessories, all crafted from high-quality materials that emphasize softness and comfort. The brand has successfully expanded its reach globally, with a significant presence in markets such as the United States and various countries in Europe and Asia. Jellycat's unique approach to toy design, characterized by playful expressions and imaginative themes, has made it a beloved name in the industry, appealing to consumers looking for both joy and comfort in their purchases.

7. MGA Entertainment

• Website: mgae.com
• Ownership type: Corporate
• Headquarters: Los Angeles, California, United States (USA)
• Employee distribution: United States (USA) 56%, Hong Kong S.A.R 9%, United Kingdom (UK) 8%, Other 27%
• Latest funding: November 2022
• Founded year: 1979
• Headcount: 1001-5000
• LinkedIn: mga-entertainment

MGA Entertainment, founded in 1979 and based in Los Angeles, California, is a prominent toy manufacturer and retailer. The company specializes in creating dolls and collectibles, with notable brands like BABY born and MGA's Miniverse. MGA is dedicated to producing imaginative and high-quality toys that foster creativity and emotional growth in children. With a workforce of over 1,200 employees, the company operates not only in the United States but also has a presence in several international markets, including Hong Kong, the UK, and Mexico. MGA's commitment to innovation is evident in their product lines, which include interactive and collectible toys that resonate with both children and parents. Their focus on inclusivity and premium quality has made them a trusted name in the toy industry.

8. Kidrobot

• Website: kidrobot.com
• Ownership type: Private
• Headquarters: Broomfield, Colorado, United States (USA)
• Employee distribution: United States (USA) 100%
• Founded year: 2002
• Headcount: 51-200
• LinkedIn: kidrobot

Kidrobot, established in 2002 and based in Broomfield, Colorado, is a private retail company that specializes in designer art toys and collectibles. The company offers a wide array of products, including plush figures and unique art toys, catering to collectors and pop culture enthusiasts alike. Kidrobot is known for its signature lines such as Dunny, Munny, and Labbit, which have become iconic in the art toy community. The company collaborates with various artists, creating limited edition pieces that often sell out quickly, reflecting their popularity and the demand for unique collectibles. Kidrobot operates an online store, allowing consumers to purchase items directly, which enhances their reach and relevance in the industry. Their focus on art and design in toys sets them apart from traditional toy manufacturers, positioning them as a notable player in the novelty toy market.

9. The Entertainer

• Website: thetoyshop.com
• Ownership type: Corporate
• Headquarters: Amersham, England, United Kingdom (UK)
• Employee distribution: United Kingdom (UK) 92%, Pakistan 3%, Egypt 2%, Other 3%
• Latest funding: $100.0M, May 2018
• Founded year: 1981
• Headcount: 1001-5000
• LinkedIn: the-entertainer

The Entertainer (Amersham) Limited is a prominent toy retailer based in Amersham, England. Founded in 1981, the company has grown to operate over 170 stores across the UK, alongside a robust online platform at thetoyshop.com. The Entertainer specializes in a wide array of toys and games, catering to children of all ages. Their product offerings include popular brands such as LEGO, Disney, and Marvel, as well as a variety of categories like action figures, dolls, educational toys, and outdoor play items. The company is committed to providing quality toys that engage and entertain children, making it a go-to destination for parents and guardians. In 2018, The Entertainer secured significant funding, which underscores its growth potential and ongoing relevance in the competitive toy industry.

10. schleich

• Website: schleich-s.com
• Ownership type: Private Equity
• Headquarters: Munich, Bavaria, Germany
• Employee distribution: Germany 57%, United States (USA) 15%, France 8%, Other 20%
• Latest funding: July 2019
• Founded year: 1935
• Headcount: 201-500
• LinkedIn: schleich-gmbh

Schleich GmbH, founded in 1935 and based in Munich, Bavaria, Germany, is a toy manufacturer known for its high-quality figurines and playsets aimed at children. The company has carved out a niche in the toy industry by focusing on products that promote imaginative play and storytelling. Schleich's offerings include a wide array of themes, such as wildlife, farm life, and fantasy creatures, appealing to both children and collectors. Their products are designed to be durable and engaging, fostering creativity in play. Schleich operates an online store and has established flagship locations in various museums and zoos across North America, which serve as unique retail environments that enhance customer interaction with their brand. The company has not reported any recent funding, indicating a stable operational model without reliance on external investment.

11. Oriental Trading Company, A Berkshire Hathaway Company

• Website: orientaltrading.com
• Ownership type: Private Equity
• Headquarters: Omaha, Nebraska, United States (USA)
• Employee distribution: United States (USA) 99%, Other 1%
• Latest funding: November 2012
• Founded year: 1932
• Headcount: 1001-5000
• LinkedIn: oriental-trading-company

Oriental Trading Company, a subsidiary of Berkshire Hathaway, is a retail company based in Omaha, Nebraska, established in 1932. The company specializes in value-priced party supplies, arts and crafts, toys, and school supplies. It serves both consumers and organizations, providing a wide range of products tailored for various events and occasions. Their online platform facilitates easy shopping and delivery, making it accessible for customers looking for themed items, educational tools, and festive decorations. Oriental Trading also operates under the brands MindWare and Fun365, which further enhance their offerings in the toy and educational supply sectors. With a workforce of over 1,000 employees, the company has maintained a strong presence in the retail market for over 90 years, emphasizing customer satisfaction and competitive pricing.

12. Spencer's

• Website: spencersonline.com
• Ownership type: Private Equity
• Headquarters: Egg Harbor Township, New Jersey, United States (USA)
• Employee distribution: United States (USA) 92%, Canada 7%, Other 1%
• Latest funding: August 2007
• Founded year: 1947
• Headcount: 10001+
• LinkedIn: spencer-gifts

Spencer's Gifts LLC, founded in 1947 and based in Egg Harbor Township, New Jersey, is a retail company that specializes in novelty and gag gifts, clothing, and themed merchandise. Operating over 600 stores across the United States and Canada, Spencer's caters to consumers seeking unique gifts and personal items for celebrations and special occasions. The company has carved out a niche in the market by offering a wide array of products that include not only apparel but also toys, collectibles, and humorous items that resonate with a youthful audience. Spencer's has maintained relevance in the industry by continuously updating its inventory to reflect current trends and pop culture, ensuring that it meets the evolving tastes of its customers.

13. Ty

• Website: ty.com
• Ownership type: Private
• Headquarters: Oak Brook, Illinois, United States (USA)
• Employee distribution: United States (USA) 87%, United Kingdom (UK) 5%, Australia 3%, Other 5%
• Founded year: 1986
• Headcount: 201-500
• LinkedIn: ty-inc.

Ty Inc., based in Oak Brook, Illinois, is a prominent toy manufacturer specializing in plush toys. The company is best known for its iconic Beanie Babies, which became a cultural phenomenon in the 1990s, and its newer line of Beanie Boos, which feature large, expressive eyes and vibrant designs. Ty has successfully catered to both children and adult collectors, creating a nostalgic connection that spans generations. The company operates primarily through its online store, providing direct access to a wide range of stuffed animals, including seasonal and licensed products. Ty's commitment to quality and creativity has allowed it to remain a significant player in the toy industry, continuously adapting to market trends and consumer preferences.

14. Moose Toys

• Website: moosetoys.com
• Ownership type: Family Owned
• Headquarters: Melbourne, Victoria, Australia
• Employee distribution: Australia 46%, United States (USA) 24%, United Kingdom (UK) 14%, Other 17%
• Founded year: 1985
• Headcount: 501-1000
• LinkedIn: moose-toys

Moose Toys, based in Melbourne, Victoria, Australia, is a family-owned toy manufacturer and retailer that specializes in the design and distribution of interactive and collectible toys. Founded in 1985, the company has grown to employ around 655 people and operates on a global scale, distributing its products to over 50 countries. Moose Toys is recognized for its popular product lines, including Shopkins, Little Live Pets, and Magic Mixies, which cater primarily to children and their parents. The company emphasizes creativity and innovation in its offerings, ensuring that its toys are not only entertaining but also engaging. Moose Toys has made a significant impact in the toy industry, particularly in the novelty segment, by continuously introducing new and exciting products that resonate with its target audience.

15. Little Tikes

• Website: littletikes.com
• Ownership type: Private
• Headquarters: Hudson, Ohio, United States (USA)
• Employee distribution: United States (USA) 98%, Other 2%
• Founded year: 1969
• Headcount: 1001-5000
• LinkedIn: the-little-tikes-company

Little Tikes, based in Hudson, Ohio, is a private toy manufacturer that specializes in creating safe and engaging toys for infants and young children. Founded in 1969, the company has built a reputation for its molded plastic toys, which include a wide variety of products such as ride-ons, playhouses, and active play equipment. Little Tikes aims to inspire creativity and physical activity in children through its thoughtfully designed toys. The company operates an online store, allowing parents and caregivers to purchase their products directly. With a workforce of around 461 employees, Little Tikes remains a significant player in the children's toy market, focusing on quality and safety in all its offerings.

16. American Girl

• Website: americangirl.com
• Ownership type: Private
• Headquarters: Middleton, Wisconsin, United States (USA)
• Employee distribution: United States (USA) 100%
• Founded year: 1986
• Headcount: 1001-5000
• LinkedIn: american-girl

American Girl, founded in 1986 and based in Middleton, Wisconsin, is a private company that specializes in the design and manufacture of dolls and related products aimed at children. The company offers a range of dolls, including historical characters and customizable options, along with clothing, accessories, and books that enhance the play experience. American Girl targets children and their parents, focusing on educational and engaging toys that promote creativity and learning. The brand operates both online and through a network of physical stores across major U.S. cities, providing a unique shopping experience that includes events and activities. American Girl has built a loyal customer base by emphasizing storytelling and character development, making its products not just toys but tools for imaginative play and learning.

17. KidKraft

• Website: kidkraft.com
• Ownership type: Private Equity
• Headquarters: Plano, Texas, United States (USA)
• Employee distribution: United States (USA) 73%, China 14%, Netherlands 14%
• Latest funding: July 2015
• Founded year: 1968
• Headcount: 201-500
• LinkedIn: kidkraft

KidKraft, founded in 1968 and based in Plano, Texas, is a private equity-owned company that specializes in manufacturing toys and children's furniture. The company is known for its high-quality, imaginative play products designed to engage children and foster creativity. Their product lineup includes a variety of dollhouses, play kitchens, outdoor playsets, and kids' furniture, catering primarily to parents seeking durable and engaging toys for their children. KidKraft has a significant presence in the toy industry, with a workforce of around 133 employees and a distribution network that spans multiple countries, including the United States, China, and the Netherlands. The company has not reported any recent funding, indicating a stable operational model without reliance on external investment.

18. Bandai Namco Toys & Collectibles America Inc

• Website: bandai.com
• Ownership type: Private
• Headquarters: Irvine, California, United States (USA)
• Employee distribution: United States (USA) 99%, Other 1%
• Founded year: 2019
• Headcount: 501-1000
• LinkedIn: bandai-namco-collectibles-bluefin

Bandai Namco Toys & Collectibles America Inc, founded in 2019 and based in Irvine, California, is a manufacturer and retailer of toys and collectibles. The company focuses on creating engaging products that enhance play and collection experiences for consumers, particularly children and collectors. They are the master toy licensee for several popular franchises, including Tamagotchi, Dragon Ball, and Gundam, which are integral to their product offerings. Bandai Namco actively participates in major conventions and events, such as Anime Expo and San Diego Comic-Con, where they showcase their latest releases and engage with fans. This involvement not only highlights their commitment to the industry but also helps them stay relevant in a rapidly changing market. Their emphasis on quality and imaginative play positions them well within the novelty toy sector.

19. Schylling Inc.

• Website: schylling.com
• Ownership type: Private Equity
• Headquarters: North Andover, Massachusetts, United States (USA)
• Employee distribution: United States (USA) 100%
• Latest funding: August 2013
• Founded year: 1975
• Headcount: 51-200
• LinkedIn: schylling-associates

Schylling Inc., based in North Andover, Massachusetts, has been a prominent player in the toy manufacturing and retail industry since its founding in 1975. The company specializes in a wide array of products aimed at children's play and development, including dolls, arts and crafts, and educational games. Schylling's mission is to inspire imaginative play and foster childhood development through their thoughtfully designed toys. They cater primarily to parents and caregivers, ensuring that their offerings not only entertain but also contribute to children's growth. Schylling has built a reputation for quality and safety, which is crucial in the toy industry. Their focus on nostalgia, combined with a modern twist on classic toys, allows them to connect with both children and adults alike, creating lasting memories through play.

20. Play Visions, Inc.

• Website: playvisions.com
• Ownership type: Private
• Headquarters: Woodinville, Washington, United States (USA)
• Employee distribution: United States (USA) 100%
• Founded year: 1990
• Headcount: 11-50
• LinkedIn: play-visions-inc-

Play Visions, Inc. is a private toy distributor and manufacturer based in Woodinville, Washington. Founded in 1990, the company specializes in creating innovative and educational toys aimed primarily at children. Their product offerings include a variety of items such as plush toys, stress balls, and STEM-related products. Play Visions has a strong emphasis on safety and environmental responsibility, ensuring that their products meet the necessary safety standards. The company has also expanded its portfolio through acquisitions, including Cascade Toy and Club Earth, which have allowed them to enhance their product line with unique novelty items. With a dedicated team of around 19 employees, Play Visions continues to serve independent specialty retailers, fostering relationships that are crucial to their business model. Their commitment to innovation and customer service has kept them relevant in the competitive toy industry.

21. Squishable

• Website: squishable.com
• Ownership type: Private
• Headquarters: New York, New York, United States (USA)
• Employee distribution: United States (USA) 100%
• Founded year: 2007
• Headcount: 201-500
• LinkedIn: squishable

Squishable, founded in 2007 and based in New York City, is a private company that specializes in the design and retail of plush toys. The company offers a wide array of unique and imaginative plush products, including standard squishables, mini squishables, and themed comfort foods. Squishable stands out in the toy industry by encouraging customer participation in the design process, allowing fans to vote on new designs and submit their own ideas. This engagement not only enhances the product offerings but also builds a loyal community around the brand. With a workforce of approximately 133 employees, Squishable operates entirely within the United States and has established a presence through both online sales and physical retail locations. The company has not reported any external funding, indicating a self-sustained growth model.

22. Juratoys SAS

• Website: janod.com
• Ownership type: Private
• Headquarters: Orgelet, Bourgogne-Franche-Comté, France
• Employee distribution: France 88%, Spain 5%, Italy 4%, Other 3%
• Founded year: 1970
• Headcount: 51-200
• LinkedIn: juratoys-sarl

Juratoys SAS, known for its Janod brand, is a French toy manufacturer based in Orgelet, Bourgogne-Franche-Comté. Founded in 1970, the company has carved out a niche in the toy market by specializing in traditional and wooden toys designed for children from birth to 12 years. Janod's product range includes educational toys, puzzles, outdoor games, and creative play items, all aimed at fostering child development. The company operates primarily through retail partnerships, ensuring its products reach parents and caregivers who prioritize quality and educational value in toys. With a workforce of approximately 129 employees, Juratoys SAS has a strong presence in France and a growing footprint in Spain and Italy. Their focus on craftsmanship and sustainability in toy production further enhances their appeal in the competitive toy market.

Novelty Toys Insights: Key Companies

Company	Headquarter	Size	Founded	Ownership
Melissa & Doug	Wilton, Connecticut, United States (USA)	501-1000	1988	Corporate
the LEGO Group	Billund, Denmark	10001+	1932	Private
ToysRUs	Parsippany-Troy Hills, New Jersey, United States (USA)	10001+	1948	Private Equity
Zuru	Hong Kong S.A.R	1001-5000	2003	Private
Bandai Co., Ltd	Japan	1001-5000	1950	Private
Jellycat	London, England, United Kingdom (UK)	51-200	1999	Private
MGA Entertainment	Los Angeles, California, United States (USA)	1001-5000	1979	Corporate
Kidrobot	Broomfield, Colorado, United States (USA)	51-200	2002	Private
The Entertainer	Amersham, England, United Kingdom (UK)	1001-5000	1981	Corporate
schleich	Munich, Bavaria, Germany	201-500	1935	Private Equity
Oriental Trading Company, A Berkshire Hathaway Company	Omaha, Nebraska, United States (USA)	1001-5000	1932	Private Equity
Spencer's	Egg Harbor Township, New Jersey, United States (USA)	10001+	1947	Private Equity
Ty	Oak Brook, Illinois, United States (USA)	201-500	1986	Private
Moose Toys	Melbourne, Victoria, Australia	501-1000	1985	Family Owned
Little Tikes	Hudson, Ohio, United States (USA)	1001-5000	1969	Private
American Girl	Middleton, Wisconsin, United States (USA)	1001-5000	1986	Private
KidKraft	Plano, Texas, United States (USA)	201-500	1968	Private Equity
Bandai Namco Toys & Collectibles America Inc	Irvine, California, United States (USA)	501-1000	2019	Private
Schylling Inc.	North Andover, Massachusetts, United States (USA)	51-200	1975	Private Equity
Play Visions, Inc.	Woodinville, Washington, United States (USA)	11-50	1990	Private
Squishable	New York, New York, United States (USA)	201-500	2007	Private
Juratoys SAS	Orgelet, Bourgogne-Franche-Comté, France	51-200	1970	Private

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