Manny Stul: The Holocaust Survivor's Son Who Built Shopkins Toy Empire

Manny Stul, born in a German refugee camp to Holocaust survivor parents, built Moose Toys into a $1.1B empire with 7,200% sales growth in 15 years, becoming the No. 6 US toy company. The EY World Entrepreneur of the Year 2016 created blockbuster products like Shopkins with 500M+ YouTube views.

Who Is Manny Stul?

Manny Stul is an Australian self-made billionaire, the CEO of Moose Toys, the sixth-largest toy manufacturer in the world and fourth-largest in Australia. Born in a German refugee camp to Polish-Jewish parents who were both Holocaust survivors, Manny Stul fled with his parents to Australia aged seven months, where they spent three years in another refugee camp in Northam. From difficult beginnings, Manny Stul has amassed his fortune thanks to grit, determination, and what he self-confesses to be an immensely competitive spirit.

The child of Polish refugee parents, Manny Stul worked in construction in remote northwest Australia to raise capital to start his first business. He founded what became one of the largest gift companies in Australia, Skansen Giftware, in 1974. This venture provided crucial understanding of wholesale distribution and project development, skills that became necessary in his later role. Skansen Giftware listed on the ASX (Australian Stock Exchange) in 1993 as one of the largest, most innovative gift companies in Australia through an IPO.

Manny Stul’s Journey Timeline

1974: Founded Skansen Giftware with construction earnings

1993: Took Skansen public via ASX IPO

2000: Took control of struggling Moose Toys (10 employees)

2015: Achieved 7,200% sales growth, transforming Moose into global powerhouse

2016: Named EY World Entrepreneur of the Year

2025: Net worth reaches $1.1 billion

Manny Stul sought a new challenge at the beginning of the new millennium, which led him to Moose Toys. His passionate entrepreneurial spirit would transform this small struggling company into a global toy phenomenon.

The Moose Toys Transformation: 7,200% Sales Growth

Manny Stul took control of Moose Toys in 2000 when it was a struggling company with just 10 employees. In just 15 years, he increased sales by an astronomical 7,200%, establishing it as the No. 6 toy company in the US and No. 4 toy company in Australia, with products sold in over 80 countries. In Manny Stul’s mind, Australia was always a starting point to global success, not the final destination.

This growth trajectory is exceptional even by successful startup standards. To put 7,200% growth in perspective: if Moose Toys had $1 million in annual sales when Manny Stul took over, it would reach $73 million by 2015. The actual figures are likely far larger, as the company now generates revenues supporting billion-dollar valuation.

Moose Toys is now ranked among the world’s toy manufacturing elite, competing against multinational giants like Mattel, Hasbro, and LEGO. “Australian design talent and innovations have led Moose Enterprises to become a global toy phenomenon,” said EY judges for Entrepreneur of the Year. “Manny continues to take massive market share from global multinational toy companies.”

The company’s success stems from rapid innovation cycles and intuitive product development. “Our staff just know what will hit the target. We do very little market research and go with our gut—and it pays off,” Manny Stul explained. “There are people here that are far more intuitive than I am.”

Shopkins: The Toy That Changed Everything

Shopkins collectibles, inspired by grocery and department store items with names like Milk Bud and Kris P. Lettuce, are among Moose Toys’ best-known products. The toy line became the best-selling toy in the US for girls aged 4-12 years, largely because of wildly successful YouTube and social media campaigns. Shopkins-related videos on YouTube garnered over half a billion views, creating organic marketing that traditional advertising couldn’t match.

Shopkins was declared “Toy of the Holidays” by media in Canada, the US, and Australia, cementing Moose Toys’ position as industry innovator. The collectible format—small, affordable items encouraging repeat purchases to complete sets—proved extraordinarily profitable while remaining accessible to average families.

But the magic about Moose Toys under Manny Stul’s leadership is that Shopkins aren’t the company’s only successful product—just about everything released hits the target. This consistent success rate distinguishes Moose from competitors who rely on occasional blockbusters between numerous failures.

Surviving History’s Biggest Toy Recall

Had Manny Stul been diverted by adversity, Moose Toys could well have been derailed during one of the largest toy recalls in history. Details of the specific recall aren’t fully disclosed, but the crisis threatened to destroy the company. Many advisors recommended declaring bankruptcy as the most pragmatic path forward.

Ignoring advice to declare bankruptcy, Manny Stul’s tenacity and resilience resulted in zero staff layoffs during the crisis. He personally negotiated approvals with local and international governments, securing regulatory clearances that allowed the company to continue operations. Ongoing trade agreements were signed with each and every distributor around the globe, maintaining relationships that other companies in similar situations typically lose.

All these efforts contributed to helping the business not just survive but recover and subsequently thrive. This crisis management demonstrated Manny Stul’s leadership philosophy: protect employees, maintain relationships, and fight through adversity rather than taking easy exits. The company emerged stronger from the recall, having proven its resilience to retailers, distributors, and consumers.

Manny Stul’s Leadership Philosophy

“Everyone thinks we are a toy company. I keep telling our team we are not a toy company, we are a creative house, a creative hub. Innovation is in our DNA,” Manny Stul stated. This mindset differentiates Moose Toys from traditional toy manufacturers focused on incremental improvements to existing product lines.

Manny Stul talks enthusiastically about how his love of sport first revealed the competitive streak key to his later accomplishments. He also expounds upon the importance of a strong and clear value-system when establishing an international franchise, as well as how spirituality has played a strong role in his later life and career.

“My father was a very wise man. When I first started my gift company, I was complaining about a couple of our employees. He told me that whatever I did, I should surround myself with good people. Great companies can only be great if there are great people working for them. The bigger we get, the more important it is to get great people,” Manny Stul explained.

Manny Stul’s Leadership Principles

Hire Passionate People: “You can’t teach people to be passionate about what they are doing”

Lead by Example: “I have high expectations. I lead by example”

Strong Communication: “Family and communication are very important to me”

Trust Your Team: Remove himself from day-to-day operations to focus on bigger projects

Maintain Culture: Keep fun and family-like atmosphere despite rapid expansion

Throughout rapid expansion, Manny Stul committed to maintaining fun and family-like atmosphere within the company. As he removed himself from day-to-day operations to oversee bigger projects and ideas, he left behind senior staff who understand and reflect the culture.

“I have high expectations. I lead by example,” said Manny Stul. “Family and communication are very important to me. If we can keep up strong communication internally, Moose Toys will continue to be successful.”

The Pandemic Logistics Crisis Response

Manny Stul tackled a logistics crisis triggered by the COVID-19 pandemic by chartering an entire ship to transport products from China. This unprecedented move for a mid-sized toy company demonstrated his willingness to make bold decisions protecting business continuity when conventional supply chains collapsed.

During the pandemic, global shipping became chaotic with container shortages, port congestions, and skyrocketing freight costs. Rather than accepting delayed deliveries that would miss crucial holiday selling seasons, Manny Stul negotiated to charter a dedicated vessel. This ensured Moose Toys’ products reached retailers on schedule while competitors faced empty shelves.

The decision required significant capital commitment and risk—if demand had collapsed unexpectedly, an entire ship of inventory could have become liability rather than asset. However, Manny Stul’s calculated gamble paid off, allowing Moose Toys to gain market share while competitors struggled with supply chain disruptions.

Breaking Into US Market: Trust and Execution

“Breaking into the US market was more difficult than anticipated—it required a large degree of trust. But we’ve done what we promised we’d do, and now our relationships with the big retailers like Target and Walmart are very strong,” Manny Stul explained.

Before Moose Toys began selling products under its own moniker in the US, it used third parties and distributors to reach market. Once the decision was made to lead with company name, relationships took extensive time to build. Major retailers like Target and Walmart are notoriously difficult for new suppliers to access, requiring proven track records and reliable execution.

Manny Stul’s strategy involved consistent delivery on promises, building trust through actions rather than words. The EY World Entrepreneur of the Year award in 2016 provided international recognition that opened doors quicker in new and emerging markets. “The candidate pool was incredible this year,” Manny Stul said. “I’m very proud of what our team has done. The award is more of a credit to the business than to me.”

Currently, Moose Toys uses distributors in markets like China and Russia that are familiar with local customs, laws, and marketing. The proven success in the US market provides credibility accelerating entry into these regions, as distributors see Moose Toys’ established track record with world’s largest retailers.

The Moose Toys Culture: Innovation and Fun

“It’s a very enjoyable job,” Manny Stul said. “It’s an innovative industry and an exciting company to work for. I have a lot of fun.” He isn’t the only one enjoying the work. Though hours are often long—the company has exceptionally fast track record for getting toys to market—Moose Toys’ employees are passionate, love what they do, and are committed to excellence.

“We have a fantastic culture that is based in part on us being selective with our employees. You can’t teach people to be passionate about what they are doing,” Manny Stul noted. This selective hiring combined with nurturing culture creates environment where innovation flourishes organically rather than being forced through mandates.

Maintaining culture and connectivity became easier with a move into Moose Toys’ new headquarters, complete with a treehouse. The office reflects the whimsical nature of products Moose Toys invents and produces, creating workspace that inspires creativity while reinforcing company values.

FAQ

Who is Manny Stul?

Manny Stul is an Australian self-made billionaire and CEO of Moose Toys, the sixth-largest toy manufacturer globally. Born in a German refugee camp to Polish Holocaust survivor parents, he immigrated to Australia and built a $1.1 billion fortune through toy innovation, winning EY World Entrepreneur of the Year 2016.

What is Manny Stul’s net worth?

Manny Stul’s net worth is $1.1 billion as of January 2026, ranking #3027 globally on Forbes’ Real Time Billionaires list and #47 on Australia’s 50 Richest list.

What toys did Manny Stul create?

Manny Stul’s Moose Toys created Shopkins, the best-selling toy for girls aged 4-12 in the US, which generated over 500 million YouTube views. The company produces numerous successful toy lines sold in over 80 countries.

How did Manny Stul grow Moose Toys so fast?

Manny Stul achieved 7,200% sales growth in 15 years (2000-2015) by focusing on innovation, hiring passionate people, trusting gut instinct over market research, and building strong retailer relationships with Target and Walmart. He transformed a 10-employee struggling business into a 200+ employee global powerhouse.

What challenges did Manny Stul overcome?

Manny Stul survived one of history’s largest toy recalls by refusing bankruptcy advice, maintaining all staff, negotiating government approvals, and preserving every distributor relationship. He also tackled pandemic logistics by chartering an entire ship from China when supply chains collapsed.

Where did Manny Stul start his career?

Manny Stul worked in construction in remote northwest Australia to raise capital, then founded Skansen Giftware in 1974, growing it into one of Australia’s largest gift companies before taking it public via ASX IPO in 1993.