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About Us

Mission Statement

The mission of Playmates Toys is to deliver high quality, safe, and innovative toys to the consumer.

We are very selective in investing in new projects because our aim is quality, not quantity. As a result, we balance the investments we make to launch and support each project with effective risk management skills, to ensure positive returns on those investments.

Playmates Toys selects and matches the most appropriate sculptors, packaging designers, finished goods vendors, and advertising agencies for each project. We are diligent in our research and preparation so that we can do it right the first time, resulting in products that meet our objectives and maintain our long-standing reputation as a quality toy company.

Playmates Toys also takes great care in its commitments to licensing, retail, and distribution partners. We work hard to nurture and maintain a strong relationship with every partner by delivering on our promises. Our guiding principle is, “Only say it if you mean it.”

It’s our company’s goal to continue the Playmates Toys legacy established over 50+ years ago, through the creation of imaginative products and the management of profitable, long-term, brand franchises.


Established in 1966, Playmates Toys started by primarily supplying dolls to the US and European markets. By the 1970s we had established ourselves as a global toymaker. Then, in the 1980s, we decided to help fund episodes of the new cartoon series for Teenage Mutant Ninja Turtles and released a best-selling toy line around that brand. By 1990 TMNT had an estimated 60% of the action figure market!

During that time, we also introduced the unique Waterbabies line and pioneered in interactive dolls such as Cricket and Amazing Amy.

Since then, we have introduced toys for brands—and movies—such as Star Trek, Disney, Miraculous Ladybug, The Simpsons, Godzilla and Kong, to name just a few. And we continue to innovate and release both Classic and updated versions of Teenage Mutant Ninja Turtles.