Moose Toys has secured a preliminary injunction in proceedings against UP International B.V. in the District Court of The Hague, Netherlands.

The court unequivocally found that UP infringed Moose’s design rights and ordered UP to immediately halt sales of its infringing ‘Glossy Goo’ slime product throughout the European Union.

Additionally, UP must notify its customers that sales of the current ‘Glossy Goo’ product constitute an infringement of Moose’s intellectual property rights, and deposit its stock at a bailiff, all under payment of penalties.

“Innovation is one of Moose’s greatest strengths, and we will vigorously defend it,” said Ronnie Frankowski, CEO of Moose Toys.

“Any company that seeks to infringe our rights should be under no illusion: Moose has the resources and fierce determination to protect our intellectual property around the world. We will take swift and decisive action against any company that seeks to imitate our products or mislead consumers.”

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Moose Toys has teamed up with Netflix to bring KPop Demon Hunters to its Gui Gui slime brand.

“Gui Gui was an instant hit, and now we’re ‘stretching’ its popularity even further through standout licensing, cool partnerships and exciting new offerings,” said Ronnie Frankowski, CEO, Moose Toys.

“We’re all about creating products that are playful, interactive and connected to what fans love right now – the characters, brands and trends they’re obsessed with.

Arriving in June, Gui Gui KPop Demon Hunters sees Gui Gui slime inspired by Rumi, Mira, Zoey and Derpy Tiger, along with a limited edition “Golden” slime. Each contains a unique texture, signature scent and themed mix-in charms, plus a collectible character plaque.

Elsewhere, Moose is bolstering the Gui Gui brand with influencer collaborations featuring curated slime drops by beauty and DIY influencers Salish Matter, Sydney Morgan and Grace Mary Williams, as well as a new line of Gui Gui Minis.

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Audrey, it’s great to re-connect! We haven’t interviewed since you joined Moose back in 2021, so how has your time been with them so far?
It’s been such an exciting ride, filled with creativity and innovation! One of Moose’s superpowers is spotting trends early, and being based in Melbourne has been a game changer. Every brand I’ve worked on has pushed the envelope in design and trend leadership.

A few standout examples include the magic reveal innovation in Magic Mixies Pixlings, and raising the bar on material finishes in our Art Toy inspired XOX Kweenies doll line. Currently, I’m leading the Design Team on reimagining the slime space with the launch of Gui Gui in the Activities category – bringing a beauty-inspired twist to classic slime play!

Yes, on Gui Gui, for anyone yet to get their hands on it, how would you pitch it?
It’s a brand that is very personal to me merging two of my favourite interests – Activity Toys and Cosmetics.

Gui Gui is slime beautified! It’s a premium, layered, five-step unboxing experience that takes inspiration from multi-step skincare routines. As you unbox Gui Gui you will reveal one of four types of slime – my personal favourite is our clear slime which has an ultra-glossy glass finish. You will also find your slime boosters: glow-up charms, a glam figurine and shimmer powder for that final slime glow up. We studied trending beauty brands – both product and packaging – and took inspiration from our favourites.

Nice! What else fed into the inspiration behind Gui Gui?
On a trend trip to cosmetic stores, the team and I observed kids obsessing over premium skincare brands and getting excited over free sampler packs – something I also get excited about. Another trend we were seeing a huge resurgence of is slime play and ASMR. We thought… Why not merge the two with packaging that’s evocative of the premium skincare products for an innovative twist? It’s an exciting brand for the arts and crafts aisles.

Can you speak to the process of getting the slime – and the scents – right? What did they need to do that maybe other slime products – ones that don’t have that beauty aspect – do not?
Getting the slime and scents right for Gui Gui was all about becoming an expert in the slime space. The team and I dove deep into the world of high-end slime – testing products from leading brands and learning every texture, from cloud to gloss to butter.

We spent countless months play testing dozens of slimes to understand what makes one feel high quality. Then we worked closely with our slime scientists to develop a toy-safe slime that still delivers that long sloooow stretch, buttery smear, soft drizzle and glossy hand feel that slime lovers are obsessed with. We did countless consultation and testing sessions with kids who are experts in this category to make sure our textures hit all the right notes – because they know when a drizzle’s not drizzling!

We also beautified our scents by taking inspiration from trending perfume mists. Instead of going for typical “toy aisle” scents, we looked to the cosmetics world for inspiration – including premium scents like pistachio, cherry blossom and coconut… Fragrances that feel fresh and modern. Everything about Gui Gui was designed to feel like an ASMR “unboxing beautified” experience, so the slime had to look, feel and smell like the most beautiful slime you’ve ever experienced.

Terrific. Now, looking ahead, where do you think you could go next with Gui Gui?
We will continue to keep an eye on beauty trends so we can continue to beautify our slime experience with new slime boosters, glow-ups and shimmering touches as we expand our slime range. In the meantime, there’s a variety of 13 to collect and if you are lucky, you could find one out of 1,000 Golden Limited Edition chase unicorn sets.

Gui Gui is designed for anyone who loves ASMR slime play and beauty-inspired collectibles – stayed tuned for what’s next.

Will do! Thanks Audrey – and congrats on Gui Gui!

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Moose Toys has detailed its new beauty-inspired slime brand, Gui Gui.

Launching in April, Gui Gui mimics the elevated feel of textures, scents and colours popular in beauty, and translates them into multi-sensory slime experience.

“Moose’s expansion into new categories is always disruptive, and consumers take notice because they know we’re bringing innovation and a fresh new feel,” said Paul Solomon, CEO at Moose Toys.

“Beauty and slime are booming categories with incredible social media virality. With Gui Gui, we are combining both forces to create this year’s must-have item. This intersection with a Moose twist provides a fun, engaging and age-appropriate experience for kids.”

Gui Gui’s launch will span Single Packs in four texture collections: Gloss, Clear, Butter and Cloud, each available in different colours with corresponding scents, like coconut waves, jasmine, and sweet citrus.

While consumers will be able to choose the slime texture at purchase, the colours, scents, charms and collectible figurines will remain a surprise until unboxing. There are 13 varieties to collect, including one Limited Edition release with only 1,000 to be found.

Mallory Van Laeken, Director of US Marketing at Moose Toys, added: “Consumers can expect to see trendy, experiential marketing moments featuring Gui Gui, introducing the brand and giving them new opportunities to beautify their slime, this Spring.

“Our marketing will include lots of opportunities to play at pop up slime bars across the U.S., as well as tapping into ASMR trends on YouTube.”

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