Moose Toys, a global leader in toy innovation, is bringing fresh excitement to the market in 2025, including a brand new addition to their popular Little Live Pets range.
Mama Surprise Families delivers a fresh spin on the much-loved Mama Surprise line, with an adorable, micro-scale collectible, featuring surprise reveals, magical transformations, and the joy of growing a family.
In the first season, there will be three must-have items to choose from, including:
- Adoption Pack: Open the box to reveal a cute carrier and discover two, three or four adorable puppies inside.
- Mama’s House: Attach the door to Mama’s house, wipe her cheeks to reveal rosy blushes, and discover up to six puppies through repeated magical reveals. Each set includes accessories for added play value.
- Baby Care Pet Clinic: Packed with features, this clinic lets kids scan Mama for clues about her babies, help reveal puppies, and discover secret birthmarks on the pups. The set includes areas for bathing, napping, and feeding.
“With more than 80 puppies to discover, Mama Surprise Families is no doubt going to be a favourite, especially by our existing Little Live Pets fans, offering a new way to collect and explore imaginative play,” commented Khia Pledger, Marketing Manager – Australia.
On top of this there is the relaunch of its beloved Scruff-a-Luvs brand. First introduced in 2018, Scruff-a-Luvs captivated children with its unique concept of rescuing and transforming neglected plush pets. Now, the brand returns with revamped designs and enhanced play features to reinvigorate the plush toy category.
The new Scruff-a-Luvs retain their magical charm while embracing a modern makeover. Starting as a scruffy ball of fur, each pet undergoes a transformation through a simple wash and grooming process, revealing whether it’s a puppy, bunny, or kitty. This interactive play pattern fosters a sense of nurturing and care, making the toys more than just collectibles—they’re companions.
Since its debut, Scruff-a-Luvs has demonstrated its strong market appeal. In its second-year post inception, the brand sold 1.5 million units globally. Building on this legacy, Moose Toys is leveraging Scruff-a-Luvs’ established fan base while attracting a new generation of young collectors.
“Scruff-a-Luvs is about more than just play—it’s about teaching kids the value of care and compassion,” Khia Pledger said. “We’re thrilled to bring Scruff-a-Luvs back with a fresh, updated look and feel. This brand has always been about heartwarming transformations, and we’re excited to make Scruff-a-Luvs a must-have toy again.”
Moose Toys continues to push boundaries in 2025 with exciting innovations across its core brands. Heroes of Goo Jit Zu introduces a bold new content approach, refreshed designs, and inventive play features, including the highly anticipated Goo Slingers range.
Bluey fans can look forward to the delightful “Let’s Play Chef” thematic overlay, expanding the beloved series with new core-scale figurines, playsets, and plush. Additionally, new Chat Mates and Preschool plush provide tactile, interactive experiences for younger fans.
There’s even more in store for Little Live Pets, XOX Kweenies, MrBeast Lab, and Moose Games. Moose Toys will also launch its high-anticipated debut range inspired by YouTube sensation, the Amazing Digital Circus. The year ahead promises a dynamic lineup that will delight fans of all ages.
To learn more visit: www.moosetoys.com
This article originally appeared in Edition 14 of The Toy Universe Magazine
