We create from the ground up.

Great toys start with great ideas. Our designers and inventors are constantly exploring new ways to play—new mechanisms, new characters, new formats and entirely new brands. Some ideas begin with a sketch. Others with a strange prototype on someone's desk. The best ones become something kids haven't seen before.

 

We look everywhere for the next great idea.
Innovation doesn't have to come from inside our walls. We're deeply connected to the global inventor community and evaluate more than 1,000 new toy and game concepts every year. We don't care where a great idea comes from. We care about what it can become.

 

We build more than products.
With Luki Lab, we're increasingly focused on creating original IP with the potential to grow beyond a single toy. Our capabilities now span product development, branding, animation and content, allowing us to build characters, stories and worlds around our most promising ideas.

We know how to make ideas real.

More than 40 years of designing, engineering and manufacturing toys means innovation doesn't stop at the concept. We know how to turn an idea into a product that can actually be made, delivered at scale—and most importantly, that kids want to play with.