Moose Toys’ original innovations had a successful October.
The toy company boasts two No. 1 hits from last month, according to Circana data. Cookeez Makery was the No. 1 top growing new brand¹ for the month within the total market, while Beast Lab captured No. 1 Action Figure Playset & Accessories in its first full month of sales on shelves, plus earned the No. 5 top growing new brand spot² within the total market.
“Moose innovation and signature ‘WOW’ is behind the near overnight successes of Cookeez Makery and Beast Lab,” says Ronnie Frankowski, Global President of Moose Toys. “Achievements like this serve as another proof point that Moose is making great strides in reaching our Big Hairy Audacious Goal of being known as the world’s most innovative toy company. The incredible popularity of these two new brands puts a bold underscore on Moose’s strategy to disrupt the toy aisle across multiple categories. Our original [intellectual property] IP brands have been steadily gaining momentum in action figures and our ‘surprise inside’ multi-layered playsets, like Cookeez Makery, have been a tremendous success for us.”
Cookeez Makery is an oven-themed playset in which kids mix and make “dough” to create their new sweet-scented plush best friend. All they need to do is turn the dial to set the temperature, listen for the ticking, and wait for the “ding.” After 90 seconds, a plush puppy, bunny, or kitten magically comes out warm to the touch. It is deliciously scented with either bread or cinnamon scents.
Robust sales of Cookeez Makery also contributed to Moose Toys’ domination of the Special Feature Plush category. Moose was the top corporate manufacturer in both the month of October and year to date. Year to date ending October Moose Toys accounted for 34% of the special feature plush class in the U.S., according to Circana³.
Beast Lab empowers kids to create and unleash an electronic action figure by adding ingredients to the chamber and initiating the human-beast connection with a simulated finger scan. Crackling sounds, roars, and fizzing bubbles emit from the chamber while bio mist flows. Adding the pandemonium crystal gives the beast its power. Simply pull the emergency lever, drain the ingredients, and unleash Mayhem Megashark or Havoc Hammerhead.
1 (Source: Circana / Retail Tracking Service / USA / October 2023/ USD / New is defined as no sales in October 2022)
2 (Source: Circana / Retail Tracking Service / USA / October 2023; January – October 2023 / USD)
3 (Source: Circana / Retail Tracking Service / USA / October 2023; January – October 2023 / USD)
