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Zuru
Company typePrivate
Industry
  • Toys
  • Consumer goods
Founded2003
FounderNick Mowbray & Mat Mowbray
HeadquartersHong Kong
Brands
  • Bunch O Balloons
  • X-Shot
  • Rainbocorns
  • Max: Build More
  • Mini Brands
  • Robo Alive Smashers
  • 5 Surprise
  • Pets Alive
Websitehttps://zuru.com/

ZURU is a Hong Kong-based toy company founded in 2003 by New Zealand-born siblings Nick, Mat, and Anna Mowbray.[1] The company has rapidly grown to become one of the largest toy manufacturers globally, known for its innovative products and efficient manufacturing processes.[2] ZURU operates four main divisions: ZURU Toys, ZURU Edge, ZURU Tech, and Rhodes Pet Science, employing over 5,000 people directly and indirectly across more than 30 locations worldwide.[3]

History

[edit]
The old logo used from 2003 to 2023

The Mowbray brothers began their entrepreneurial journey in their youth, selling model hot air balloon kits throughout their childhood.[4] In 2003, they moved to Guangzhou, China, with a $20,000 loan from their parents to establish their toy manufacturing business.[5] Aside from this original investment, they have never taken out another loan to grow the company.[6] Initially facing challenges with limited resources, they started manufacturing hot air balloons in a small factory. In 2005, Nick and Mat’s sister, Anna Mowbray, joined the company where she played a pivotal role in operations, HR, and brand development.[7]

ZURU's first large breakthrough came in 2012 with the global success of Robo Fish.[8] Robo Fish is an electronic fish toy that moves realistically in water and was a top-selling product globally.[9] This was a major steppingstone to gaining international retail traction. In 2015, ZURU saw another huge success with the launch of Bunch O Balloons, a water balloon toy product that further catapulted the company into the mainstream toy market.[10] Since then, ZURU has evolved into one of the world’s fastest-growing toy companies, known for its innovation, efficiency, and bold approach to product development.

ZURU’s company culture emphasizes speed, innovation, and ownership.[11] With a flat structure and decentralized decision-making, employees are encouraged to take initiative, work collaboratively and all think like founders. This approach supports agility in product development and go-to-market execution.

In 2017, ZURU Edge was established as a division of ZURU, focusing on disrupting traditional consumer packaged goods (CPG) categories by creating innovative brands tailored to modern consumers.[12] ZURU Edge has a key focus on building tomorrow’s everyday household brands across five key verticals: Pet Care, Baby Care, Personal Care & Beauty, Home Care and Confectionary. ZURU Edge was conceived to address the evolving demands of Millennials and Gen Z emphasizing values such as quality, relevance, sustainability, and accessibility of consumer goods. Flagship brands include MONDAY Haircare, DAISE, Rascals and Millie Moon Diapers.[13]

Rhodes Pet Science is part of the ZURU group, established in 2022. The company is dedicated to creating innovative and accessible pet products designed to meet the needs of next generation pet owners. Rhodes Pet Science recognizes a new era of connection, joy and emotional bonding and the generational shift which is reshaping the petcare landscape, driven by Millennial and Gen Z pet ownership which craves emotional connection, not just functional performance.[14] Rhodes Pet Science's brand portfolio features BONKERS, NOOD, Goodlands, Smart Box, and Business Litter.[15] Multi-award winning across the portfolio of brands,  in 2024, its Smart Box Health Monitoring Cat Litter was recognized by Time as one of the year's Best Inventions for its groundbreaking application of health-monitoring technology in pet care.[16]

ZURU Tech was officially established in 2016, revolutionizing the way the world builds to bring greater flexibility, speed, affordability, quality and sustainability to the construction industry. [17] The company's flagship product, DreamCatcher, is the world's first BIM software directly connected to automated production systems, enabling users to design, price, and manufacture buildings with unprecedented efficiency and precision.[18] ZURU Tech's innovative approach aims to disrupt traditional construction methods by offering scalable, customizable, and sustainable building solutions. The division's commitment to innovation and collaboration continues to drive its mission to transform the way buildings are designed and constructed.

Today, ZURU Group employs over 5,000 people worldwide, both directly and indirectly, and operates across six distinct consumer brand verticals with a portfolio of more than 32 unique brands.[19] ZURU maintains a presence in over 120 international markets, supported by a network of more than 30 global offices.[20] The company also operates over 100 acres of fully automated manufacturing facilities, reflecting its commitment to innovation, efficiency, and scale.

Trademark infringement

[edit]

In May 2019, Zuru settled all pending infringement proceedings with Telebrands and Bulbhead.com LLC for making ZURU Bunch O Balloons product similar to their Balloon Bonanza, Battle Balloons and Easy Einstein products. Their settlement issued a full payment of $31 million final judgment, including additional substantial payment for Telebrands' product infringement and agreement that they will not sell any of their accused products.[21] [better source needed]

In 2020, Zuru was blocked by Lego from making its version of minifigures, as the court found ZURU infringed upon Lego's trademark.[22]

Zuru was also sued by Lego for its ZURU Max Build More building sets, for saying that it was compatible with Lego.[23]

Brands

[edit]

ZURU toys has created a large portfolio of innovative products including Bunch O Balloons, XSHOT, XSHOT Water, Rainbocorns, Babycorns, Robo Alive, Pets Alive, Snackles, 5 Surprise, MAX, Fidget, Metal Machines, Coco Cones, Sparkle Girlz, Eggy Wawa, Mini Brands, Hug-A-Lumps, Smashers, Fuggler, and OOSH.[24]

ZURU Edge has brands that span the key verticals of Baby Care, Beauty and Personal Care, Pet Care, Home Care, and Confectionary. Baby Care includes Millie Moon and Rascals brands. ZURU Edge contains Beauty and Personal Care brands such as MONDAY Haircare, Being, Laura Polko Los Angeles, and DAISE. Pet Care under Rhodes Pet Science brands consist of BONKERS, NOOD Pet Food, Goodlands, Smart Box, and Business Litter. Home Care brands include One and ZORB. Gumi Yum is the only Confectionary brand by ZURU Edge.[25]

Recognition

[edit]

Toy of the Year (TOTY) Awards: ZURU's Bunch O Balloons won the Outdoor Toy of the Year in 2017 and 2018.[26]

Ernst & Young Entrepreneur of the Year: In 2018, CEO Nick Mowbray received New Zealand's Ernst & Young Entrepreneur of the Year award.[27]

People’s Choice Award: In 2020, Rainbocorns Sequin Surprise Series 2 received the People's Choice award at the TOTY Gala, based on 147,000 consumer votes.[28]

Vega Digital Awards: In 2020, Minibrands Mania won the Social Campaign and Influencer Marketing category at the Vega Digital Awards.[29]

Glamour Beauty Awards: MONDAY Haircare Smooth won the awards for Best Drugstore and Shampoo and Conditioner for Frizz.

Mumbrella Awards: In 2021, Jaimee Lupton, founder of MONDAY Haircare, won the Under-30 Achiever of the Year award.[30]

Cosmopolitan US Holy Grail Beauty Awards: MONDAY Haircare Volume Shampoo and Conditioner won the Best Shampoo and Conditioner for fine hair in 2021.[31]

Cosmopolitan UK Holy Grail Beauty Awards: In 2021, MONDAY Haircare Moisture won the award for Best Hydrating Shampoo and Conditioner.[32]

InStyle Best Beauty Buys Awards: MONDAY Haircare won the award for Best New Haircare Brand in 2022.[33]

Acquisition International Influential Businesswomen Awards: In 2022, Jaimee Lupton won the award for Beauty Entrepreneur of the Year for New Zealand.[34]

Allure Best of Beauty Awards: In 2023, MONDAY Haircare Clarify Shampoo won the Best Clarifying Shampoo award.[35]

Who What Wear Next in Beauty Awards: MONDAY Haircare won the Best Shampoo award for their Smooth shampoo in 2023.[36]

Cosmopolitan Winter Beauty Awards UK: In 2023, MONDAY Haircare’s Volume Dry Shampoo won the award for Best Dry Shampoo.[37]

Glossy Beauty Awards: MONDAY Haircare won the award for Haircare Brand of the Year in 2024.[38]

Deloitte Top 200 Awards: Nick, Mat and Anna Mowbray were named Visionary Leaders at the Deloitte Top 200 Awards for 2024.[39]

Best Design Awards: In 2024, the ZURU Edge creative team won six awards for design across the ZURU Edge brands.[40]

Australian Toy Association Awards: ZURU received two Australian Toy Association Awards in 2024. The Awards were Product of the Year for Collectible Range for 5 Surprise Mega Gross Minis and Product of the Year for Outdoor for XSHOT Motorized Rage Fire.[41]

Target: In 2024, BONKERS and Millie Moon won Target’s Demand Gen Supplier of the Year Award.[42]

Time Best Inventions: Rhodes Pet Science was recognized as one of the year's Best Inventions for its groundbreaking application of health-monitoring technology in pet care through the brand Smart Box in 2024.[43]

Multi-Award-Winning BONKERS. In 2024, BONKERS won four Platinum Awards at the MarComm awards, a Platinum award at the Hermes awards, a Silver and an audience Honoree at the Shorty Awards, Bronze at the EMEA Drum Marketing Awards, a Silver at the Drum Marketing Awards for the Americas and a Gold at the ANA Reggie Awards for Disruptor Brand.[44]

People’s Choice Awards: In 2024, BONKERS won a People’s Choice Award for BONKERS Purrpops.[45]

SEAL Awards: Smart Box won a coveted Seal at the Seal Sustainability Awards in 2024.[46]

Fast Company: Rhodes Pet Science was recognised by Fast Company in their ‘family of brands that matter’ shortlist for 2024.[47]

Digiday Marketing Executive of the Year: In 2024, Anna Tompkins was recognised by Digiday as a Marketing Executive of the Year Finalist and the New Zealand Marketing Association as Marketer of the Year finalist.[48]

Baby Innovation Awards: Rascals won the Baby Innovation Award for Training Diaper Product of the Year for CoComelon Pants in 2024. In 2025, Rascals was named Baby Brand of the Year.[49]

NIQ BASES Top Breakthrough Innovation: In 2024, Rascals was named a Breakthrough Innovation Winner by NIQ BASES.[50]

Multi-Award-Winning Rascals. In 2024 and 2025, Rascals won four Platinum Awards at the AVA Digital Awards, including for Social Media/Consumer Engagement (Billboard Series) and TikTok (#1 Diaper Brand on TikTok). In 2025, the Rascals Brand Marketing Team received a Team Achievement award for the Eras Tour Challenge and was once again named the #1 Diaper Brand on TikTok. Rascals also received a Platinum Award at the Hermes Creative Awards for TikTok, and won four major accolades across the Viddy Awards in 2023 and 2024 - including Platinum for Rascals Funfest and Gold for the Road to 250k Series: Taylor Swift Eras Tour Challenge, as well as Platinum and Gold for earlier campaigns and TikTok channel performance.[51]

Walmart: In 2025, ZURU won Walmart’s Consumables Supplier of the Year award,  Excellence in Price award and was a finalist for General Merchandise Supplier of the Year.[52]

NAPPA Awards: From 2021 through to 2025, Rascals has been a consistent winner across its entire product range, earning accolades for Diapers, Training Pants, Sensitive Wipes, and 99% Water Premium Wipes.[53]

Made for Mums Awards: Rascals received multiple Gold awards across its core range, including Nappies, Nappy Pants, and Sensitive Wipes from 2021 through to 2025.[54]

Beauty Matter Future 50 list: In 2025, MONDAY Haircare was included in the list of the 50 brands, retailers, and service concepts to know and watch as they define the global beauty and wellness landscape.[55]

Partnerships

[edit]

Coca-Cola: ZURU partnered with Coca-Cola previously on the Mini Brands range.[56]

Disney: ZURU partnered with Disney in 2022 to create the "5 Surprise Mini Brands: Disney Store Edition," featuring miniature collectibles from Disney Princess, Pixar, Marvel, Mickey & Friends, and Lucasfilm.[57]

Fuggler: ZURU Partners with Libertas Brands and Addo toys to launch our award-winning Fuggler Plush Range. This Range is the #1 New Plush and #3 New Property in Total Toys in the US.[58]

KFC:  ZURU partnered with KFC in 2024 to produce a Mini Brands KFC line, including 20 miniatures of KFC menu items.[59]

Netflix: ZURU partners with Netflix on the Mini Brands x Netflix range.[60]

NBA: ZURU partners with the NBA and NBA Players Association on the Ballers NBA Range.[61]

Paramount: ZURU Partners with Paramount across our XShot, Snackles, Baby Shark and Fugglers brands.[62]

SEGA: ZURU Partners with SEGA on bringing to life Sonic x XShot and Metal Machines.[63]

Star Wars: ZURU partners with Star Wars on the Star Wars x Mini Brands range.[64]

Warner Bros: ZURU Partners with Warner Bros to bring to life the Lord of the Rings x Fuggler Series.[65]

Universal Studios: ZURU partners with Universal to create items like Jurassic World x XShot, 5 Surprise x Gabbys Dollhouse and Rascal & Friends x  Gabbys Dollhouse.[66]

Ulta: ZURU partnered with Ulta Beauty to launch an exclusive collection of 68 must-have beauty minis in 2024.[67]

References

[edit]
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  53. ^ "Rascal + Friends Premium Diapers - Best for Baby". NAPPA Awards. Retrieved 28 May 2025.
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  55. ^ "50 Brands Defining the Future of Beauty". beautymatter.com. Retrieved 28 May 2025.
  56. ^ "Mini Brands Website". minibrands.org. Retrieved 27 May 2025.
  57. ^ "Zuru Collaborates With Disney To Go Mini". Licensing International. 31 January 2022. Retrieved 27 May 2025.
  58. ^ Rachael (17 May 2024). "Zuru takes over Fuggler plush licensing rights from Addo Play". Toy World Magazine | The business magazine with a passion for toys. Retrieved 27 May 2025.
  59. ^ Connell, Samantha (5 April 2024). "ZURU Launches Mini Brands KFC". The Toy Book. Retrieved 27 May 2025.
  60. ^ "Mini Brands Netflix - ZURU Toys". zurutoys.com. Retrieved 27 May 2025.
  61. ^ "NBA Ballers | 5 Surprise NBA Ballers | Zuru Toys". zurutoys.com. Retrieved 27 May 2025.
  62. ^ The4. "X-Shot SKINS Dread Dart Blaster - Sonic the Hedgehog by ZURU". Toys101. Retrieved 27 May 2025.{{cite web}}: CS1 maint: numeric names: authors list (link)
  63. ^ The4. "X-Shot SKINS Dread Dart Blaster - Sonic the Hedgehog by ZURU". Toys101. Retrieved 27 May 2025.{{cite web}}: CS1 maint: numeric names: authors list (link)
  64. ^ "Mini Brands Disney Store - ZURU TOYS". zurutoys.com. Retrieved 27 May 2025.
  65. ^ "Fuggler - The funny-ugly monsters that will ruin your life and warm your heart". Fuggler. Retrieved 27 May 2025.
  66. ^ Dynamics, Duty Free. "We are pleased to announce this new partnership with Zuru Brands". www.dutyfreedynamics.com. Retrieved 27 May 2025.
  67. ^ "Zuru Mini Brands x Ulta Beauty". Jim Joseph. Retrieved 27 May 2025.
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