Exclusive: Goliath Launches Expansive Toy Division

The signs have been there for a while, but now it’s official: Goliath isn’t just a game company anymore.

Ahead of London Toy Fair and Spielwarenmesse in Nuremberg, The Toy Book can exclusively reveal details on the family-owned international game company’s evolution into a major player in the toy department. This year, Goliath will unveil an expansive, cross-category lineup that includes products in action figures, construction, miniatures, impulse, interactive pets, role-play, small dolls, licensed plush, and more.

Brian “B-Weezy” Weiss, who joined Goliath Group as its President of North America in 2022 is heading the effort as Global Head of Toys. The company says it’s starting a multi-year global strategy to shake up the toy department with new, “differentiated offerings.” As part of its growth, Goliath has set up shop with a new office and showroom in El Segundo, California near Los Angeles, the growing hub of the North American toy industry.

While Goliath has been showing its new lines behind closed doors, the company plans to publicly reveal its first wave of products at London Toy Fair with additional reveals coming throughout 2024. Here’s a sneak preview of a few items:

Jelly Blox | Ages: 2+ | MSRP: $14.99-39.99 | Available: Fall 2024

Jelly Blox is a patent-pending building system for toddlers and preschoolers that supports key developmental milestones through the fun of tactile, squishy, sensory play. Oh, and a bonus for parents — it’s totally ouch-free, so don’t worry about accidentally stepping on them.

Secret Findees | Ages: 6+ | MSRP: $19.99 | Available: Fall 2024

Hidden in unexpected places right under our noses are the Secret Findees. Discover who they are and where they live by mailing a letter in their magic mailbox. With each letter sent, a delivery package appears in the mailbox — “out of thin air!” Could a Secret Findee be living inside? Find out this fall.

Tasty Tinies Bake Shop | Ages: 6+ | MSRP: $9.99-29.99 | Available: Fall 2024

Tasty Tinies Bake Shop is the only miniature toy line that is also delicious. Each pack includes everything kids need to mix, bake, and decorate two mini cakes that they can really eat. Choose from chocolate, strawberry, and vanilla cake flavors with even more variety across sprinkles, frosting, and cake shapes for kids to get creative. With only 25 seconds in the microwave, kids can have their cake and eat it too, all in an afternoon.

“The beauty of the toy industry is that it doesn’t matter how big or small a company you are if you come out with great products, and retailers who are craving innovation and newness agree, you can grow. And grow rapidly!” Weiss says. “The initial reaction from retailers globally has been beyond positive, reinforcing our belief in our expansion strategy. We’re about to explode in the toy aisle, causing a seismic impact!”

This spring, Goliath will release a range of licensed plush toys tied to The Garfield Movie. While the film is being released by Sony Pictures due to a previous deal, Paramount purchased rights to the character in 2019 and plans to integrate it into its Nickelodeon portfolio.

Meanwhile, the dust still hasn’t settled from the recent news that Goliath acquired the assets of Funko’s board game development studio, formerly known as Forrest-Pruzan Creative, and the design team, Prospero Hall. The deal comes alongside a multi-year licensing agreement under which Goliath will serve as the exclusive worldwide distributor for Funko’s existing catalog of games and puzzles, the inventory of which it has already acquired. Going forward, the companies will collaborate on new titles with Goliath paying Funko royalties for the use of its brand.

For more industry happenings and a preview of products in the pipeline, look for the 2024 edition of\xa0The BIG Toy Book\xa0next month. Not a subscriber?\xa0Sign up today\xa0and celebrate 40 years of\xa0The Toy Book\xa0with a six-issue subscription to North America’s leading trade publication serving the toy industry for just $40.