Magformers launches first licensed toys with Baby Shark Stick-O sets

Magformers UK Ltd is introducing its first ever licensed products by bringing the Baby Shark global phenomenon to the magnetic construction toys category.

The company has launched the Baby Shark Friends Set and Baby Shark Family Set in its latest Stick-O range of leading magnetic toys for preschool children.

The two branded sets feature all-new Stick-O pieces, including large magnetic balls imprinted with cute shark faces and magnetic fins and tails in the instantly recognisable Baby Shark yellow, blue and pink colours.

Magformers UK Ltd managing director, David Kelly, says: “We are delighted to offer retailers these fantastic new licensed sets. Baby Shark is a YouTube sensation and an incredibly popular TV property through its relationship with Nickelodeon.

“Stick-O is growing rapidly in the UK as a fun, creative and educational magnetic toy for early years children. Partnering with such a globally recognised phenomenon as Baby Shark will make our toys even more appealing and engaging.”

Stick-O Baby Shark Family (SRP £29.99) is a 17-piece set featuring the main yellow ‘Ollie’ baby shark, pink ‘Ellie’ mummy shark and blue ‘Nick’ daddy shark characters, as well as other sea creatures, plants and models.

Stick-O Baby Shark Friends (SRP £49.99) is a bumper 30-piece set comprising the main shark characters, plus ‘Goldie’ the fish, ‘Vola’ the octopus, a reel-in magnetic fishing rod, and a whole host of other sea-themed animals, plants and models.

Characterised by its funky colours and chunky shapes, Stick-O was created in 2019 by the Magformers design team in Seoul, South Korea, as a direct response to requests for a high-quality magnetic toy for younger children.

Stick-O shapes feature disc magnets safely sealed inside. Because the magnets spin, using the Magformers Rotating Magnets system, two pieces always connect when brought together.

Released in 2016 by educational entertainment company Pinkfong, also based in Seoul, ‘Baby Shark Dance’ is YouTube’s all-time most watched video with over 10.3bn views. Baby Shark’s Big Show is among the most popular shows on TV amongst young children.

David Kelly adds: “This exciting collaboration brings together two of South Korea’s foremost children’s educational brands in Magformers and Pinkfong, who own the Stick-O and Baby Shark properties respectively.

“It’s an important development for our company and our retail partners and the reaction from key retailers to the sets is already extremely positive.”

Magformers UK Ltd is the owner of award-winning Magformers and Stick-O magnetic construction toys. It is also the distributor of the new Puzzly-Do! Dubbl-Puzzl jigsaw range.

Retailers interested in stocking Stick-O Baby Shark sets should contact Magformers UK Ltd on 01270 446250 or email

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and Get in touch at

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