The list of best toys by Moose Toys
Moose Toys: The Brand Behind Some of the World's Most Beloved Toys
If you've ever watched a child's face light up over a Shopkins haul, a Heroes of Goo Jit Zu battle, or a Little Live Pets unboxing, you've witnessed the magic of Moose Toys. Founded in Australia in 1985, Moose Toys has grown into one of the world's most innovative and beloved toy companies — consistently winning TOTY Awards and topping wish lists around the globe.
What sets Moose Toys apart is their ability to combine irresistible characters with genuinely innovative play features. Here's a look at their best toy lines and why they continue to dominate in 2026.
Heroes of Goo Jit Zu
One of Moose Toys' biggest hits, Heroes of Goo Jit Zu are squishy, stretchable action figures that combine the appeal of traditional action figures with a unique tactile twist. Each figure is filled with a different material — sand, water beads, or slime — giving them a distinct feel and play experience.
These figures are perfect for kids who love action play but also enjoy sensory experiences. The Marvel and DC crossover lines have made them especially popular with superhero fans.
Shop Heroes of Goo Jit Zu: Browse the full Heroes of Goo Jit Zu collection | Heroes of Goo Jit Zu Marvel Minis
Little Live Pets
Little Live Pets are interactive toy animals that move, make sounds, and respond to touch in remarkably lifelike ways. From walking penguins to chirping birds to rolling hamsters, these toys capture the joy of pet ownership without the responsibility — making them a perennial favorite for ages 4 and up.
The line has expanded significantly in recent years, with new animals and interactive features that keep the concept fresh and exciting.
Shop Little Live Pets: Little Live Pets Mama Surprise Mama's House | Browse the full Little Live Pets collection
Shopkins
Shopkins revolutionized the collectible toy market when they launched in 2014, and they remain a beloved brand today. These tiny, adorable grocery and lifestyle characters come in mystery packs, encouraging collecting, trading, and imaginative play. With hundreds of characters across dozens of seasons, Shopkins created the blueprint for the mystery collectible format that dominates the toy market in 2026.
ZURU (Another Independent Toy Innovator)
ZURU is an independent toy company founded in New Zealand in 2003 by siblings Nick, Anna, and Mat Mowbray, and now headquartered in Hong Kong — it is not owned by or formally affiliated with Moose Toys. Like Moose Toys, ZURU has built a reputation for innovative, mystery-format collectibles, with lines like Pets Alive and the 5 Surprise / Mini Brands miniatures collection becoming massive hits.
Shop ZURU: Browse the full ZURU Toys collection | Mini Brands Create Capsule Surprise | Mini Brands Home Capsule Surprise
Why Moose Toys Consistently Wins
Moose Toys has won multiple TOTY Awards — the toy industry's highest honor — across multiple categories. Their success comes down to a consistent formula: start with a genuinely innovative play concept, wrap it in irresistible characters, and price it accessibly. They also excel at creating expandable universes that keep children engaged over time.
For more on what makes a quality toy brand, read our guide on What Makes a Quality Collectible and How We Choose Our Toys. Ready to explore Moose Toys and more? Browse our full collection.
Frequently Asked Questions
What is Moose Toys known for?
Moose Toys is an Australian toy company known for creating innovative, character-driven toy lines that consistently top wish lists and win industry awards. Their most famous brands include Heroes of Goo Jit Zu (squishy action figures), Little Live Pets (interactive toy animals), and Shopkins (collectible miniature characters). They're known for combining unique play features with irresistible characters at accessible price points.
Are Heroes of Goo Jit Zu toys safe for kids?
Yes — Heroes of Goo Jit Zu figures are officially licensed toys sold in the US, meaning federal law (the Consumer Product Safety Improvement Act) requires them to meet the ASTM F963 toy safety standard before sale. Moose Toys states it tests its products against international toy-safety standards, including those in the US. The squishy filling materials are contained within a durable outer shell, and the figures are designed for children ages 4 and up. They're one of the most popular action figure lines for school-age children precisely because they're both safe and incredibly fun.
What age are Little Live Pets toys for?
Most Little Live Pets toys are recommended for ages 4 and up. They're ideal for children who love animals and interactive play. The Walking Penguin and Kitty's Home Playset are particularly popular for ages 4–8, offering realistic movement and sounds that captivate young children without requiring screen time.
What are the best Moose Toys products to buy in 2026?
In 2026, the top Moose Toys picks include Heroes of Goo Jit Zu Marvel Minis for action figure fans, Little Live Pets Mama Surprise Mama's House for interactive pet lovers, and Shopkins Real Littles mystery packs for collectible enthusiasts. Stock rotates, so check the product pages at Increditoyz for current availability and fast US shipping.
Where can I buy Moose Toys products?
You can shop a curated selection of Moose Toys and partner brand products at Increditoyz.com. We carry officially licensed products with fast US shipping and a focus on quality, safety, and the toy lines kids actually love. Browse our full collection to find your favorites.
