What Kids Want® (WKW) markets a diverse range of quality, innovative toys to
retailers throughout the world. Our products include seasonal toys, everyday basic toys, dress-up and children’s makeup.

WKW started in 1999, with the What Girls Want dress up line and immediately placed products at Wal-Mart, Kmart, Toys R Us, and other national and regional retailers. WKW’s initial entry in seasonal active play toys started through its affiliation with Disney Consumer Products in early 2004. Since then, WKW has become the leader in the licensed active play category. WKW added character licensed sand toys in 2007. Our license partners include Disney, Nickelodeon, and Marvel Comics.

Using innovative merchandising and distribution, WKW provides assorted merchandise in planograms, power panels and pallets allowing for a stronger presence in the marketplace.

Our extensive range of licensed jump ropes, paddle balls and yo-yos are just part of a broad mix of branded active play toys that have positioned us as the dominant player in the category. In addition, we’ve created an instant indoor/outdoor sensation with branded hopscotch games. We have recently added Jr. Sporting Games and Singing Jump Ropes.

Beyond licensed active play toys, WKW’s What Girls Want line features everything dress-up, from tiaras to role play sets to elegant shoes (of course) jewelry and make up. With the finest in role-play and make-up products, What Girls Want keeps little girls looking good and having fun!

Safety and quality are our #1 priority. In the history of WKW, there have been no
product liability claims, injuries or recalls.
Furthermore, all of our factories meet
rigorous, safety, workers’ rights and labor standards.

WKW products are sold in North America, Europe, Asia and throughout the world.

WKW’s headquarters are in Southern California. WKW has an office and showroom in
Hong Kong, a European office in England and participates in the Dallas, New York and Nuremberg Toy Shows.

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