StoryToys Company Profile

Background

Founded in 2011 and headquartered in Dublin, Ireland, StoryToys specializes in developing educational and entertainment applications for children aged two to seven. The company's mission is to create apps that ensure children have fun with their favorite characters while engaging in activities that promote learning and growth. StoryToys has collaborated with leading children's brands, including LEGO®, Disney, Pixar, Marvel Entertainment, Penguin Random House, Warner Bros, Sesame Workshop, Dick Bruna, Hasbro, and Nickelodeon. Key titles in their portfolio include LEGO® DUPLO® WORLD, Disney Coloring World, and Hungry Caterpillar Play School. With over 200 million app downloads globally, StoryToys has achieved significant success across major app distribution platforms.

Key Strategic Focus

StoryToys focuses on creating high-quality, engaging, and educational digital experiences for young children. The company emphasizes child-centric design, ensuring that their apps are safe, entertaining, and conducive to learning. By partnering with renowned children's brands, StoryToys effectively translates beloved characters and stories into interactive digital formats, thereby enhancing user engagement and educational value.

Financials and Funding

In July 2021, StoryToys was acquired by UK-based games developer Team17 Group PLC for an initial consideration of $26.5 million, with a potential additional $22.5 million contingent on performance targets over three years. This acquisition aimed to establish a new edutainment vertical within Team17, leveraging StoryToys' expertise in educational apps to strengthen the group's position in the games entertainment industry.

Prior to the acquisition, StoryToys secured funding from various investors. In December 2016, the company raised over €600,000, with contributions from the AIB Seed Capital Fund, Dublin-based Learning Accelerator Investments, and Japanese firms Value Create and EMKM. Additionally, in 2016, StoryToys received a $1 million investment from Amplify Education Partners, linked to Laurene Powell Jobs.

Pipeline Development

StoryToys continues to expand its portfolio with new and innovative applications. In March 2025, the company partnered with the LEGO Group and BBC Studios to develop a mobile game based on the Emmy and BAFTA-winning "Bluey" TV series. This collaboration underscores StoryToys' commitment to integrating popular children's content into engaging digital experiences.

Technological Platform and Innovation

StoryToys employs a range of technologies to develop its applications, including:

Programming Languages: C++ and Android.

Platform as a Service: Microsoft Azure.

Web Tools and Plugins: Yoast SEO and prettyPhoto.

These technologies enable the company to create high-quality, interactive, and scalable applications that cater to the educational needs of young children.

Leadership Team

Emmet O'Neill serves as the Chief Executive Officer of StoryToys. Under his leadership, the company has secured significant licensing deals with major brands such as LEGO, Disney, Marvel, and Hasbro. O'Neill's strategic vision has been instrumental in navigating the company's growth and its successful acquisition by Team17.

Leadership Changes

As of July 2025, there have been no significant changes or appointments within StoryToys' leadership team.

Competitor Profile

Market Insights and Dynamics

The global edutainment market has experienced substantial growth, driven by the increasing use of mobile devices and online platforms for educational entertainment. The market was valued at $12 billion in 2024 and is projected to reach $30 billion by 2030, growing at a compound annual growth rate (CAGR) of 16%.

Competitor Analysis

Key competitors in the edutainment space include:

Toca Boca: Specializes in creating digital toys and games that stimulate children's imagination.

Sago Mini: Develops apps and toys for preschoolers, focusing on open-ended play.

Budge Studios: Produces interactive games and apps featuring popular children's characters.

These companies, like StoryToys, emphasize engaging and educational content for young children, leveraging partnerships with well-known brands to enhance their offerings.

Strategic Collaborations and Partnerships

StoryToys has established significant collaborations with leading children's brands, including:

LEGO Group: Developed multiple apps, such as LEGO® DUPLO® WORLD and LEGO® DUPLO® MARVEL.

Disney and Pixar: Created Disney Coloring World, allowing children to interact with beloved characters.

BBC Studios: Partnered to develop a mobile game based on the "Bluey" TV series.

These partnerships have been instrumental in expanding StoryToys' reach and enhancing the educational value of its applications.

Operational Insights

StoryToys' strategic focus on high-quality, engaging, and educational content, combined with partnerships with renowned children's brands, positions the company as a leader in the edutainment market. The acquisition by Team17 has provided additional resources and support, enabling StoryToys to accelerate its growth and innovation.

Strategic Opportunities and Future Directions

Looking ahead, StoryToys aims to become the global leader in edutainment content for children under eight. The company plans to leverage its existing partnerships and explore new collaborations to expand its portfolio. Additionally, StoryToys is focused on enhancing its technological capabilities to create more immersive and interactive learning experiences for children.