News
September 04, 2025
Headstart, the toy company behind Woolworth’s Ooshies, taps advisers
The Melbourne-headquartered company, which did more than $75 million in sales last financial year, has hired boutique investment bank Two Roads Advisors.
**Headstart, the toy company behind Woolworth’s Ooshies, taps advisers**
Melbourne-based toy company Headstart, the name behind the phenomenally popular Woolworths Ooshies collectibles, has engaged boutique investment bank Two Roads Advisors, signaling a potential strategic move for the thriving business. The news comes after a stellar financial year for Headstart, with sales exceeding $75 million, demonstrating the company's significant presence and influence in the Australian toy market.
While the exact reason for engaging Two Roads Advisors remains undisclosed, industry analysts suggest it could be a precursor to a range of possibilities. These include exploring potential partnerships, attracting investment to fuel further growth, or even considering a partial or full sale of the company.
Headstart's success is largely attributed to its innovative approach to toy design and distribution, particularly its ability to create highly sought-after collectible items. The Ooshies promotion with Woolworths, which saw miniature figurines of Disney, Marvel, and DC characters given away with purchases, became a national phenomenon. The promotion drove significant traffic to Woolworths stores and created a frenzy among children and collectors alike. The craze highlighted Headstart's knack for tapping into popular culture and creating products with mass appeal.
Two Roads Advisors, known for its expertise in mergers and acquisitions and capital raising for mid-sized businesses, will likely provide Headstart with strategic advice and guidance as it navigates its next phase of growth. Their involvement suggests that Headstart is actively considering its options for the future and looking to capitalize on its recent success.
The move comes at a time when the toy industry is facing evolving consumer preferences and increasing competition from digital entertainment. Headstart's decision to seek external advice indicates a proactive approach to adapting to these challenges and ensuring its continued success in the long term. The coming months will likely reveal more about Headstart's strategic direction and the role Two Roads Advisors will play in shaping its future.
Melbourne-based toy company Headstart, the name behind the phenomenally popular Woolworths Ooshies collectibles, has engaged boutique investment bank Two Roads Advisors, signaling a potential strategic move for the thriving business. The news comes after a stellar financial year for Headstart, with sales exceeding $75 million, demonstrating the company's significant presence and influence in the Australian toy market.
While the exact reason for engaging Two Roads Advisors remains undisclosed, industry analysts suggest it could be a precursor to a range of possibilities. These include exploring potential partnerships, attracting investment to fuel further growth, or even considering a partial or full sale of the company.
Headstart's success is largely attributed to its innovative approach to toy design and distribution, particularly its ability to create highly sought-after collectible items. The Ooshies promotion with Woolworths, which saw miniature figurines of Disney, Marvel, and DC characters given away with purchases, became a national phenomenon. The promotion drove significant traffic to Woolworths stores and created a frenzy among children and collectors alike. The craze highlighted Headstart's knack for tapping into popular culture and creating products with mass appeal.
Two Roads Advisors, known for its expertise in mergers and acquisitions and capital raising for mid-sized businesses, will likely provide Headstart with strategic advice and guidance as it navigates its next phase of growth. Their involvement suggests that Headstart is actively considering its options for the future and looking to capitalize on its recent success.
The move comes at a time when the toy industry is facing evolving consumer preferences and increasing competition from digital entertainment. Headstart's decision to seek external advice indicates a proactive approach to adapting to these challenges and ensuring its continued success in the long term. The coming months will likely reveal more about Headstart's strategic direction and the role Two Roads Advisors will play in shaping its future.
Category:
Business