Traverse Group Expands into Toy Manufacturing with New Venture ToyVerse
With over $1 billion in annual gross merchandise value, retail powerhouse Traverse Group is pivoting into toy manufacturing. The Bentonville-based company, known for its dominance in the global club channel toy market, announced the launch of ToyVerse, a dedicated brand development firm designed to leverage its extensive supply chain infrastructure.
The new venture will be anchored by an innovation hub in Melbourne, Australia, led by industry veteran Claire Carroll. Carroll brings deep experience from her previous leadership roles at Moose Toys and Disney ANZ. By centralizing product design, licensing, and global strategy in Melbourne, the company aims to capitalize on the retail reach already established through partnerships with major retailers like Walmart, Target, and Costco.
ToyVerse is set to unveil its inaugural portfolio during the LA Fall Previews this month. The initial product range will target several key segments, including construction, plush, crafts, and collectibles, with a full commercial rollout scheduled for Fall 2027. Co-founder JD Hayes described the move as a natural evolution for the firm, which has already cemented its position as the leading global supplier of toys to the club channel, largely through its management of the Pokémon trading card program.
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