Moose Toys Unveils All-New Kindi Kids Property for Fall

Moose Toys has a new property that aims to bridge the gap between preschool and kindergarten.

Kindi Kids will launch this fall with a line of four colorful bobblehead dolls — Marsha Mello, Jessicake, Peppa-Mint, and Donatina — each with glittery eyes, rooted hair, and changeable clothes. The dolls will include “magical” food-themed accessories that move, and the line will also include three play sets, including a bear fridge, kitty supermarket and bunny shopping cart. The goal is to spark imaginative play while guiding young kids toward kindergarten.

“Kindi Kids is more than a brand launch for Moose Toys. It’s an incredible opportunity to disrupt the preschool aisle to celebrate the major milestone of entering kindergarten for the first time,” says Paul Solomon, co-CEO of Moose Toys. “We’ve received great support from retailers, and this is just the beginning for Kindi Kids. We are building out a robust world with music and content, with more to come.”

Ahead of the toy launch at retail, Moose will introduce the world of Kindi Kids — Rainbow Kindi — with an original, musical YouTube series set to debut in June.

Marketing for the brand will include national TV, digital and social campaigns, and in-store point of sale materials. An influencer campaign will debut alongside a partnership with Instagram and YouTube stars Mila and Emma Stauffer — four-year-old twins who will create original content for Instagram and YouTube showcasing their own journey to kindergarten with Kindi Kids.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.