Moose Toys and Salish Matter Join Forces for Innovative Toy Line
Moose Toys, renowned as a leader in the toy industry, has embarked on an exciting long-term partnership with the talented digital creator Salish Matter. This collaboration aims to produce a brand-new line of toys specifically designed for Generation Alpha, showcasing the influences and style that resonate with Salish's dedicated fanbase. Scheduled for launch at retail towards the end of 2026, this initiative highlights Moose Toys' commitment to embracing a creator-led approach in making innovative toys that connect with children worldwide.
In this unique partnership, Salish assumes the role of co-creative director. This significant positioning allows her to influence the design and development of the toy line, ensuring that it genuinely embodies her aesthetic and connects with her audience. Salish's creativity and strong rapport with her fans enhance the collaboration's potential, making it distinct in the crowded toy market.
The concept of creator-led collaborations is not new, but Moose Toys is taking a leap beyond traditional brand partnerships. According to Ronnie Frankowski, CEO of Moose Toys, the collaboration signifies a shift towards developing owned brands that have long-term viability. Salish's ability to resonate with kids and tweens through her genuine personality and innovative content positions her perfectly to translate her massive influence into a tangible consumer brand.
This fresh toy line promises to integrate Salish's fun and relatable essence, creating products that engage children in ways that feel authentic and exciting. With Salish being one of the most influential female creators among Moose's target demographic—garnering over 13.3 billion views on her YouTube channel—her involvement is expected to attract a vast audience.
The 2025 Kids' Choice Awards recognized Salish as the Female Creator of the Year, which speaks volumes about her popularity and impact in the digital space. Moreover, her successful launch of the skincare brand 'Sincerely Yours' at Sephora, which attracted 87,000 attendees and created a buzz in retail, further proves her marketing prowess and connection with her audience.
Salish expresses her vision for the new toy line by stating, "I want this brand to feel fun, positive, and relatable. Something people of all ages can connect with. It reflects my personality, my everyday lifestyle, and what I love, and working with Moose helped bring that vision to life in such a cool way." This partnership is not just about creating toys; it is a journey to develop a brand that resonates deeply with youth culture and embodies the playful spirit that resonates with today's children.
Salish's history with Moose Toys dates back to previous collaborative efforts, including brand videos and the impressive launch of the slime brand Gui Gui, where her involvement added significant visibility and excitement. The success of this collaboration showcases how effectively Salish can engage her audience and drive interest and enthusiasm around toy products.
Following the success of past initiatives, this new partnership evolves into creating Salish's own standalone brand under Moose Toys. By working closely with Moose's design team, she will shape the look, feel, and personality of the upcoming toy range, which promises to blend current trends with a sense of collectability appealing to both kids and tweens.
Founded to enhance children's happiness through innovative play, Moose Toys has built a reputation for crafting award-winning products that ignite joy in children. With a diverse portfolio that includes action figures, collectibles, dolls, and craft kits, the company is recognized as one of the most inventive in the industry. The Moose Happy Kids Foundation underlines their commitment to spreading happiness, with their initiatives reaching millions of children globally.
As Moose Toys and Salish Matter embark on this innovative endeavor, the toy industry is poised for an exciting transformation that highlights their combined creativity and dedication to making quality toys that are loved by kids everywhere.
In this unique partnership, Salish assumes the role of co-creative director. This significant positioning allows her to influence the design and development of the toy line, ensuring that it genuinely embodies her aesthetic and connects with her audience. Salish's creativity and strong rapport with her fans enhance the collaboration's potential, making it distinct in the crowded toy market.
The concept of creator-led collaborations is not new, but Moose Toys is taking a leap beyond traditional brand partnerships. According to Ronnie Frankowski, CEO of Moose Toys, the collaboration signifies a shift towards developing owned brands that have long-term viability. Salish's ability to resonate with kids and tweens through her genuine personality and innovative content positions her perfectly to translate her massive influence into a tangible consumer brand.
This fresh toy line promises to integrate Salish's fun and relatable essence, creating products that engage children in ways that feel authentic and exciting. With Salish being one of the most influential female creators among Moose's target demographic—garnering over 13.3 billion views on her YouTube channel—her involvement is expected to attract a vast audience.
The 2025 Kids' Choice Awards recognized Salish as the Female Creator of the Year, which speaks volumes about her popularity and impact in the digital space. Moreover, her successful launch of the skincare brand 'Sincerely Yours' at Sephora, which attracted 87,000 attendees and created a buzz in retail, further proves her marketing prowess and connection with her audience.
Salish expresses her vision for the new toy line by stating, "I want this brand to feel fun, positive, and relatable. Something people of all ages can connect with. It reflects my personality, my everyday lifestyle, and what I love, and working with Moose helped bring that vision to life in such a cool way." This partnership is not just about creating toys; it is a journey to develop a brand that resonates deeply with youth culture and embodies the playful spirit that resonates with today's children.
Salish's history with Moose Toys dates back to previous collaborative efforts, including brand videos and the impressive launch of the slime brand Gui Gui, where her involvement added significant visibility and excitement. The success of this collaboration showcases how effectively Salish can engage her audience and drive interest and enthusiasm around toy products.
Following the success of past initiatives, this new partnership evolves into creating Salish's own standalone brand under Moose Toys. By working closely with Moose's design team, she will shape the look, feel, and personality of the upcoming toy range, which promises to blend current trends with a sense of collectability appealing to both kids and tweens.
Founded to enhance children's happiness through innovative play, Moose Toys has built a reputation for crafting award-winning products that ignite joy in children. With a diverse portfolio that includes action figures, collectibles, dolls, and craft kits, the company is recognized as one of the most inventive in the industry. The Moose Happy Kids Foundation underlines their commitment to spreading happiness, with their initiatives reaching millions of children globally.
As Moose Toys and Salish Matter embark on this innovative endeavor, the toy industry is poised for an exciting transformation that highlights their combined creativity and dedication to making quality toys that are loved by kids everywhere.
Topics Consumer Products & Retail）
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