Moose Toys announces two new innovations in the special feature plush category: Cookeez Makery and Mr Puppy’s Home.

Moose Toys continues to dominate the special feature plush category with its Toy of the Year award-winning Little Live Pets Mama Surprise, last year’s hit Magic Mixies Magic Cauldron and Magic Mixies Magical Crystal Ball. Year-to-date, Magic Mixies Magic Cauldron and Little Live Pets Mama Surprise were also the two best-selling items in Special Feature Plush according to NPD.

In 2023, the company is making clear its intention to retain category leadership, announcing two new innovations: Cookeez Makery and My Puppy’s Home from Little Live Pets, each boasting first-of-its-kind features.

Cookeez Makery is an oven-themed playset that lets kids mix and make their new sweet-scented best friend. And, in a “history in the baking” moment, after a few minutes in the oven, a plush version of the character magically comes out and is warm to the touch. There’s a plush puppy, bunny or kitten to take out and cuddle warm from the oven, and it’s deliciously scented with either bread or cinnamon. Kids’ plush new best friend makes sweet sounds when squeezed and hugged.

Little Live Pets My Puppy’s Home is a one-of-a-kind DIY playset that kids and parents assemble together and holds all the excitement of bringing home a new puppy. It comes with everything needed to build a new home for a surprise, interactive plush puppy, including a kid-safe plastic hammer and plastic screws, and a flat pack of four walls with a door, floor and roof. When construction is complete, kids fill the water bowl and watch as paw prints appear at the entry. A nameplate above the door adds the finishing welcoming touch that lures the adorable puppy to magically appear inside its new home.

“Moose Toys’ continued innovation across multiple categories, boasting never-seen-before features that captivate, surprise and delight consumers, has propelled our notoriety and growth in the UK,” said Neil Shinner, CEO, UK and Europe, Moose Toys. “Our success cannot be attributed only to great products, it’s also the people – and creating for them a culture and work environment where they feel valued and empowered. One of my most rewarding moments came earlier this year, when Moose Toys received the prestigious ranking as one of the UK’s best workplaces. We are looking forward to continuing this trajectory across multiple categories and territories, by supercharging a disruptive mindset to maximise our strategic potential.”

Mama Surprise has just been heralded as the Most Innovative Toy of the Year at the UK’s annual Toy Industry Awards at London Toy Fair, 2023 by the British Toy & Hobby Association.

Mama Surprise, Magic Mixies Magical Crystal Ball and Cauldron are available at major retailers nationwide. Cookeez Makery and My Puppy’s Home will be available from July 2023.