Company Profile - Diamant Toys

Diamant life

While Omri Diamant, CEO of Diamant Toys, concedes it has been a challenging time for the collectibles sector during the pandemic, the Israel-based company is on track for a great performance this year, with a portfolio of products which is proving to be hugely popular.

Established in 1963 and offering hobby and creative products, Diamant Toys is run by the third generation of the Diamant family and continues to go from strength to strength. The company is also known by the name of its American subsidiary, Amav Enterprises, and offers worldwide distribution to more than 40 countries.

With its own in-house R&D division, Diamant’s products are original, as a result of the company’s own development and designs. One of Diamant/Amav’s biggest successes has been the Keypsees collectibles range; a unique unboxing concept and toy which was launched in 2020.

The Keypsees Pets line features a selection of animals which each has its own house to live in. Each box contains a pet and eight surprise accessories which children can fish out with a magic pacifier. Such was the success of the range that it has been followed by Pets Season 2 Slumber Party, which introduces a variety of animals dressed in colorful onesies. While a new line of Pets Season 3 will be released for autumn 2022, it will bring a completely different concept to the Keypsees range.

“These pets awaken the senses of little ones and create a bond between the child and the animal,” says Omri. “This is unboxing with added value, that also keeps them busy afterwards. The series also educates children about taking care of animals.”

With the Pets gaining such popularity, the Keypsees range also branched out with a Mermaids series, and more recently a new Secret Mermaid Treasures collection was added, with the magic shell opening to reveal a glittery, soft 40cm Mermaid Princess doll.

There are 12 different dolls for children to collect. “This has become an immediate sell-out in the local market, despite lockdowns and other obstacles faced, and it is now the line that children are talking about,” says Omri.

As with the Pets collection, the Mermaid range is being expanded in the second half of this year, with the next generation of Secret Mermaid Treasures – Summer Party. A new collectible unboxing series, Mystery Mermaids, will introduce play sets featuring different coloured shells and small collectible mermaids.

Diamant/ Amav also says it was the first company to have developed an LED technology to draw and light up artwork, and its Glow Pad – a portable hi-tech tablet size drawing board with eight interchanging blinking colourful lights – has already sold over 12m units globally. The company recently expanded the range with the launch of the Premium Glow Pad, which is already proving extremely popular.

The company also holds a number of leading global licences including Paw Patrol, CoComelon and Love Diana.

Speaking about the CoComelon licence, Omri says it had been a “huge investment” but one that has paid off handsomely. Diamant/Amav has produced a wide range of CoComelon products including Glow-Pad, Glitter Domes, Sand Art Posters and Ice Machines. In addition, CoComelon Fun Bricks, a range of construction sets which includes a School Bus, Fire Truck and Bulldozer, will be distributed by John Adams in the UK. “We are also in negotiations with interested leading companies in other countries,” says Omri.

Diamant/ Amav’s Paw Patrol licence has also been extremely successful, both domestically and internationally, across many of its products including Glow Pads, Ice Machines , Glitter Domes, eZee Beads and Eraser Studio, and the company continues to expand its portfolio across the Paw Patrol product range.

Looking to the year ahead, Omri says the company will continue to innovate and produce more topquality products: “Diamant/ Amav launches new collections at least twice a year and its lines of on-trend items are eagerly awaited throughout the international toy industry. Innovation and development of new products and categories play a key role in our vision. The goal of Diamant Toys/ Amav is to give children a challenging experience that will provide knowledge, joy and laughter and fire their imagination, as well as giving them the tools to think and encourage them to be creative. Through Diamant/ Amav’s product lines, children can easily express their feelings and emotions and reach their full potential.”