Founded in 1994 as a small but ambitious novelty-gift company based in the UK, Paladone WeCool has become a global leader in trend-led toys, games and merchandise. With thousands of products distributed to over 60 countries globally, we’re shining a spotlight on our presence across APAC and exploring how we’re making a splash in the regional market.
Paladone first started selling into the Australian market in 2017, followed by an expansion into the New Zealand region just two years later. Since then, we’ve seen our APAC presence bloom, with a humble but dedicated local team doubling in size over the past year. Meaningful, close collaborations with valued retailers and distributors have resulted in remarkable growth and this is evident through support of partners such as Play Distribution, a forward-thinking company that sources and delivers leading entertainment and tech products to major retailers.
“We’ve been working with Paladone for nearly six years, and they have been fantastic partners throughout,” says Raja Henley, the Director of Play Distribution in New Zealand. “During this time, they have helped grow the New Zealand business into a significant share of the gaming/pop culture market, supporting our retail partners in increasing both margins and add-on sales through strong product placement and category alignment. Collaborating with Paladone often feels more like reconnecting with a trusted friend than engaging in a typical business relationship”.
Paladone has cultivated a wide portfolio of global brands that have elevated the organisation to an enviable position across the pop-culture and licensed merchandise industry. Big hitters include Marvel, Sanrio, Nintendo®, Netflix, Warner Bros, Minecraft, Fortnite and Star Wars, with a continually expanding selection that includes a recent landmark agreement with the world’s most revered toy maker, LEGO® (more on that later). An especially exciting development is that Paladone has negotiated a licensing contract enhancement to extend the Bluey range, which has been exclusive to the UK and US up until now, to include the APAC region.
From early 2026, fans of the globally loved cartoon series can expect a selection of crowd-pleaser products such as the Icon Alarm Clock, the Bluey companion light (which features sounds directly from the show), and a soft, safe silicone SquishyGlo Light which emulates the favourite toy of Bluey’s sister Bingo. Once a foothold has been established via this core range, further innovative, fun and unique lines will be added in 2027 and beyond. We are incredibly honoured to be bringing this homegrown hero back to where she started.
And we’re not stopping there: Paladone has also recently forged a new partnership with the Lego Group, enabling us to bring to market some iconic new formats reflecting the much-loved LEGO building bricks and LEGO Minifigures.
As the excitement peaks during the development phase of the highly anticipated product line, Jim Downey, Paladone’s CEO, shares his excitement: “this partnership lets us click our award-winning design and global reach together with the LEGO Group’s incredible brand power, and we can’t wait to create fun, innovative products that fans of all ages will love”.
Such significant growth in the APAC region, supported by a faithful partnership with Toys ‘R’ Us Asia as well as a generally strong performance across key markets, this momentum has greatly benefited our comprehensive range of Disney merchandise. Already a profitable retail revenue channel across the UK and US, the license has now been rolled out in Asia, creating some exciting opportunities for brand activations. In Hong Kong, we showcased many of our best-selling items at a Stitch pop-up event, as well as a Toy Story activation that’s building strong anticipation for the fifth instalment of the movie franchise, due for release in 2027.
New product formats are also being developed for release across APAC, which includes Soft Glo: extra-sensory soft, plush fabric lamps perfect for creating a cosy atmosphere in any child’s room. Another sub-brand generating a lot of buzz is LunaGlo – an outdoor lighting décor line that blends practical function with charming, character-driven licensed designs, making them ideal in climates where families and friends enjoy time together outside. These pop-culture themed, solar-powered LED lights can brighten up any outdoor space. These new licenses and releases mean that Paladone can continue to diversify and develop product lines in every territory, whilst keeping innovation and soul at the forefront.
Each Paladone product has been lovingly designed by our in-house team of passionate creatives; true fans and professional nerds who craft genuine products that resonate with fellow enthusiasts. Optimum quality and robust IP guardianship is assured through a rigorous licensor approval process and an in-house compliance team that guarantees every item is produced in factories that meet gold-standard compliance and safety requirements.
The recent acquisition of WeCool toys has allowed our organisation to further penetrate the global toy, arts, crafts and activity market. WeCool Toys designs and manufactures a wide range of dynamic toys, crafts, and compounds, WeCool is spearheaded by Tyco and Mattel alumni Jeff Osnato who began the business over 25 years ago after he recognised a lack of innovation in the compounds category and so began concocting his own slimes in his attic.
Since then, the Compound Kings sub-brand has become a best seller in major US retailers such as Walmart, Kmart, and Amazon. After launching in Kmart Australia earlier this year, the range has seen strong sell-through with positive customer feedback. This success adds another thriving category to the Paladone umbrella, and we’re excited for the launch of Chi-Goo in 2026: a more luxurious range designed to meet the growing demand for elegant, premium slime.
The acquisition of WeCool also provides an opportunity for Paladone to leverage its broad portfolio of licenses into the compound, craft and activity space – so keep an eye out for the magic of the Wizarding World™ across the Just Dough, Sticker Maker and slime ranges. With the introduction of new and innovative products and the expansion of our licensor partnerships to cover brands that are well-loved across the APAC region, we’re excited about what the future holds for Paladone WeCool. Our innovations are designed to surprise and delight, reinforcing our position as a leader in trend-driven gifting and novelty items.
This article also appeared in Edition 52 of The Bugg Report Magazine
