Magformers unveils Baby Shark Stick-O sets

Published on: 28th March 2022

The Baby Shark lines mark the first licensed range produced by Magformers as the company’s creative and educational Stick-O sets grow in popularity.

Magformers UK has introduced its first ever licensed products by bringing the Baby Shark global phenomenon to the magnetic construction toys category.
The company has launched the Baby Shark Friends Set and Baby Shark Family Set in its latest Stick-O range of magnetic toys for pre-school children.

The two branded sets feature all-new Stick-O pieces, including large magnetic balls imprinted with cute shark faces, with magnetic fins and tails in the instantly-recogniseable Baby Shark yellow, blue and pink colours.

“We are delighted to offer retailers these fantastic new licensed sets. Baby Shark is a YouTube sensation and an incredibly popular TV property through its relationship with Nickelodeon,” commented Magformers UK managing director, David Kelly. “Stick-O is growing rapidly in the UK as a fun, creative and educational magnetic toy for early years children. Partnering with such a globally-recognised phenomenon as Baby Shark will make our toys even more appealing and engaging.”

The new collection includes the Stick-O Baby Shark Family, a 17-piece set which makes the main yellow Ollie baby shark, pink Ellie mummy shark and blue Nick daddy shark characters, as well as other sea creatures, plants and models.

A Stick-O Baby Shark Friends set has a bumper 30 pieces and makes all the main shark characters, plus Goldie the fish, Vola the octopus, a reel-in magnetic fishing rod and a whole host of other sea-themed animals, plants and models.

Characterised by its funky colours and chunky shapes, Stick-O was created in 2019 by the Magformers design team in Seoul, South Korea, as a direct response to requests for a high-quality magnetic toy for younger children. The shapes feature disc magnets safely sealed inside, but because the magnets spin, using the Magformers Rotating Magnets system, any two pieces always connect when brought together.

David Kelly added: “This exciting collaboration brings together two of South Korea’s foremost children’s educational brands in Magformers and Pinkfong, which own the Stick-O and Baby Shark properties respectively. It’s an important development for our company and our retail partners and the reaction from key retailers to the sets is already extremely positive.”

Retailers interested in stocking Stick-O Baby Shark sets should contact Magformers UK on 01270 446250 or email


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