About us

At Just Play, we believe kids – and kids at heart – should JUST PLAY.

From first giggles on the nursery floor to a must-have collectible on a shelf, toys bring joy and fuel or imagination.

We create toys that spark imagination for kids, and kids at heart. Our portfolio spans plush, preschool, collectibles, games, and more — designed for every age and every stage. Whether it’s a child discovering a favorite character for the first time or a fan unboxing a must-have collectible, everything we make is rooted in one simple idea: play should feel effortless, delightful, and endlessly surprising.

We’re proud to partner with the world’s most iconic storytellers — from timeless brands to modern creators. Together, we build toys that invite wonder, connection, and endless play.

Behind every product is a team of dreamers, builders, and fans who take fun seriously. Because play doesn’t come with an age limit. And fun is for everyone.