Steve Arkeveld, General Manager, North America at Moose Toys discusses innovation and new opportunities in this extended edition of The Toy Book’s 2024 State of the Industry Q&A. For our annual roundtable, The Toy Book brings together a panel of industry leaders, manufacturers, retailers, and distributors to discuss the trends, wins, challenges, and opportunities shaping the North American toy industry as it regroups after a tough year and gets ready to rock and roll. Click here to explore the series archives.
The Toy Book: Innovation is a key factor in Moose Toys’ success. Following Magic Mixies and Beast Lab, what are some key things that retailers and consumers should be excited about from Moose this year?
Steve Arkeveld: This year we’re launching another awesome innovation in games. Serving up big “dill” energy and fast-paced fun, Pickleball Blast puts a new spin on America’s fastest-growing sport with a tabletop court and net with a “Screamin’ Pickle” launcher. We’re continuing to push hard to expand our Moose Games division and the team is unstoppable when it comes to creativity, and Pickleball Blast is the perfect example. We’ve taken an incredibly popular sport and infused it with our Moose quirkiness and fun to bring it to the masses in a whole new way. We think people will love Pickleball Blast just as much – or more – than pickleball.
We’re also continuing to expand upon our existing lines, like the ultra-popular Cookeez Makery which became a viral sensation this past holiday season. Beyond the newly launched Cookeez Makery Toasty Treatz where kids can pop up an adorable, sweet-smelling plush from a toaster, we have even more creative additions coming to the kitchen this fall.
Consumers can expect even more never-seen-before innovation for the holidays, including a line extension of the tremendously popular Magic Mixies brand and a truly Moose “WOW” launch into a new category. Plus, really fun and adorable expansions from the ever-popular Little Live Pets brand that take the nurturing and caring play pattern even further.
TB: With Toy Fair taking another year off this year, what are the best ways for North American retailers to engage with Moose Toys?
SA: We pride ourselves on being accessible and making ourselves available to our retail partners. Twice a year, we host previews at our Los Angeles headquarters. We also regularly make visits to retailers to showcase our newest Moose innovations. That said, we’re always open to exploring new ways to bring the Moose “WOW” to our partners and welcome those opportunities. Interested parties can reach out to Jeff Hurst, an accomplished industry veteran and our newly hired Senior Vice President, North American Sales to schedule a time to meet.
TB: What are the biggest challenges and opportunities facing the overall industry this year and how is Moose Toys approaching them?
SA: Companies that will win this year will hit on newness and keeping things fresh at price points that are in line with consumers’ purchasing power. For Moose, the answer is always innovation. We differentiate ourselves by creating irresistible products that people seek out year after year. We’ve found that consumers are willing to pay for innovation, which we saw last year with the success of toys like Cookeez Makery and Beast Lab.
TB: What are your overall predictions for the state of the toy industry — and toy retail — this year?
SA: We are seeing two key changes in buyer habits. First is significant migration to e-commerce. This has been building for years and is increasingly evident during the holidays. Retailers are adapting to refocus their e-commerce strategy and execution. Second, there also has been a move to value stores by consumers looking to stretch their dollars. For our part, Moose is adjusting and managing our product line with an approach to selling that accommodates these shifts in the marketplace.
A version of this story appeared in the 2024 edition of The BIG Toy Book. Click here to read the full issue. Want a copy in print? Click here for back issues and subscription options.
