Goliath Games Starts Playing in Toy Category with New Product Line

Aiming for "a seismic impact" on the toy aisle, the Netherlands-based company—whose North American HQ is in Richardson— is leveraging its new worldwide license and distribution agreement with Funko Games. Throughout 2024, products will roll out in "action figure role play, construction, miniatures, impulse, interactive pets, small doll, licensed plush, and more," Goliath said.

Goliath Games, a Netherlands company with North American headquarters in Richardson, has launched its foray into toys with an “all-new, expansive lineup.”

Family-owned Goliath is known its popular games such as Rummikub, Sequence, and Pop! the Pig.

The company said that its new worldwide license and distribution agreement with Funko Games marks a key moment as Goliath evolves from a leader in tabletop games to a “toy industry powerhouse.”

Goliath said its new toy and entertainment products will roll out throughout 2024, across major categories including action figure role play, construction, miniatures, impulse, interactive pets, small doll, licensed plush, and more. It said the toys will jump-start the company’s multiyear global strategy to bring “quality, differentiated offerings” to retail shelves and kids.

“Since joining Goliath in 2022 we’ve been working on this transformation, and it’s finally ready to be unleashed!” Brian “B-Weezy” Weiss, global head of toys, said in a statement. “We’ve built an incredibly talented and diverse team of leaders with years of experience navigating some of the biggest organizations within toys. We have talent from Hasbro, Mattel, Jakks, Moose, Spin Master, and MGAE. This has given us a unique and advantageous view on how to create and bring great toys to market.”

Goliath’s products will be showcased overseas this month at the upcoming Toy Fairs in London and Nuremberg.

Aiming for ‘a seismic impact’ on the toy aisle

Goliath said its entry into toys after four decades as a top game company was made possible by a strategic vision aimed at continual growth and meeting evolving consumer demands.

The company said Weiss’ appointment in October 2022 served as a catalyst for the move. Weiss has extensive experience within the toy industry.

Goliath said Weiss’ expertise and leadership skills aligned seamlessly with the mission of its team, which recently opened an office and showroom in El Segundo, California.

“The beauty of the toy industry is that it doesn’t matter how big or small a company you are if you come out with great products, and retailers who are craving innovation and newness agree, you can grow. And grow rapidly!” Weiss said. “The initial reaction from retailers globally has been beyond positive, reinforcing our belief in our expansion strategy. We’re about to explode in the toy aisle, causing a seismic impact.”

Goliath said the first products to market will be revealed at the London Toy Fair and include the following, with additional lines to come throughout 2024:

  • Jelly Blox: Jelly Blox is a patent-pending building system for toddlers and preschoolers that supports key developmental milestones through the fun of tactile, squishy, sensory play.
  • Secret Findees: Hidden in unexpected places right under our noses are the Secret Findees. Discover who they are and where they live by mailing a letter in their magic mailbox. With each letter sent, a delivery package appears in the mailbox…out of thin air.
  • Tasty Tinies Bake Shop: Tasty Tinies Bake Shop is the only miniature toy line that is also delicious, the company said. Each pack includes everything you need to mix, bake, and decorate two mini cakes that kids can really eat. Choose from chocolate, strawberry, and vanilla cake flavors with even more variety across sprinkles, frosting, and cake shapes for kids to get creative. With only 25 seconds in the microwave, kids “can have their cake and eat it too.”

Goliath Group, North America’s largest family-owned game manufacturer, says it has been spreading joy to families for more than 30 years. Its products are available in more than 75 countries across the globe, including the Netherlands, France, Spain, Hong Kong, and Canada.

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