https://www.youtube.com/watch?v=j1Z_tOk_Yfk

A direct to retail, direct to consumer company.

The Play Initiative is LATAM’s first global toy company…

…and we love to play.

Toy Industry Experts with 40+ Years of Experience

We connect leading global brands with the most promising markets—focused on operational excellence and sustainable growth.

Global Presence

Active across five continents, we pair regional insight with strategic distribution partners to deliver the right products, on time, to the right shelves.

40+ Years in the Industry

Our leadership and sales teams bring decades of toy-category know-how, from sourcing to retail launches—turning experience into reliable execution.

Recognized Founders in LATAM

Respected operators with long-standing retailer relationships across the region, trusted for clear category vision and consistent results.

Optimized FOB Model

Factory-direct efficiency with brand-level polish: competitive pricing, agile development, and streamlined logistics without compromising quality.

Partnership with Design Edge

A partnership with one of the best players in the industry that brings co-development on product and design combining market insight with sharp design iteration for faster, better launches.

Exclusive Representation

Selective portfolios and exclusive rights that unlock priority launches, coordinated marketing, and stronger in-store presence for our retail partners.