Moose Toys wants to blow up the arts & crafts biz

The Australian toy company behind Shopkins is launching a new inflatable craft line called Oonies.
August 10, 2017

After making its mark in the red-hot collectibles market with its Shopkins line, Australia’s Moose Toys is now readying the launch of a new craft product offering called Oonies.

Launching at global retailers this month, each kit includes pellets that are inflated into bubble-like Oonies. Once inflated, Oonies stick together without water or glue. The creatures can also be brought to life with a number of accessories including eyes, wings and headpieces.

The starter pack—which includes pellets, an inflator, accessories, eyes and connectors—is aimed at kids ages five and up, and retails for US$19.99. Refill packs are also available in a number of themes including Ocean Adventure, Pets, Jungle Wildlife and Monster Mania.

Balloon-based Oonies could be poised to blow up an unpredictable arts & crafts market. Data from market research firm The NPD Group shows that the category saw a drop in profits in the US last year (down 5%). Just three years ago, craft product Rainbow Loom was named Toy of the Year by the US Toy Industry Association and, leading up to that win, the arts & crafts category had enjoyed steady growth.

According to the Toy Industry Association’s data, the category rang up US$974 million in US retail sales in 2011, and that number grew 4% in 2012 to the tune of US$1.01 billion. The NPD Group reported growth of 8% in the arts & crafts category in 2013.

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Elizabeth Foster is Kidscreen's Copy Chief & Special Reports Editor. Contact Elizabeth at



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