From Bluey To Boom: Inside Moose Toys’ Supercharged Canadian Growth Story

Five years in, and Moose Toys Canada isn’t just playing the game—it’s changing it. With explosive growth, breakout hits, and major new partnerships reshaping how toys reach families across the country, the brand is entering a bold new chapter. In this Q&A, Kelly Tomaselli shares what’s fueling the momentum, how Moose continues to create must-have moments for kids, and why the Canadian market is just getting started. —Noa Nichol

Moose Toys is all about making kids “superhappy”—what does that look like in real life when you’re creating or launching a new toy?

It’s the magical moment when a child unwraps THE toy they’ve been dreaming about for the holidays. As a mom and the head of Moose Canada, getting to create that moment for millions of Canadian kids never gets old.

In just five years, Moose has seen major growth in Canada—what’s been the most exciting “wow” moment for you personally along the way?

In December 2024, after just 3 years, we became the fastest growing toy company in the country. That was genuinely a proud moment and that doesn’t happen without an incredibly talented team that brings the WOW in everything they do.

From Bluey to trending new brands, Moose has a knack for creating toys everyone wants—what’s the secret to spotting the next big hit?

Moose thrives on bold thinking. We’re not afraid to disrupt a category or take a creative risk and that’s exactly where the magic happens. Our design teams have an incredible instinct for what kids truly want before they even know they want it.

You’ve just announced new partnerships to expand across Canada—how does that change the way families will discover Moose Toys?

We want finding Moose Toys to be the easy part. The more retail partners we have across the country, the easier it is for any Canadian family, wherever they live, to find and fall in love with our toys.

Be honest—do you have a favourite Moose toy right now, and are adults allowed to be just as obsessed as kids?

Absolutely! We all have an inner child and I say lean into it! As for my favorite, Gui Gui has quickly risen to the top. It’s so much more creative and beautiful than you’d expect. I can’t wait for Gui Gui fans to see what’s coming next, trust me it’s worth the wait!

Win! A Gui Slime Prize Pack From Moose Toys!

Congrats Erika E. of Longueuil, QC, who will receive a Gui Slime Prize Pack From Moose Toys! Contest opens May 25, 2026 and closes June 2, 2026, with the winner announced during Mother’s Day week. Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadailymedia. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding. Full contest rules/regulations here.