Little Tikes
Product brand
UnclaimedLittle Tikes is an American children's toy brand known for durable molded-plastic indoor and outdoor play equipment, including the Cozy Coupe and turtle sandbox.
Last updated August 25, 2026
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Overview
Little Tikes is an American children's toy brand established in 1967 in Aurora, Ohio, by Tom G. Murdough Jr. and Jack E. Hill. The company developed a distinctive position around durable, brightly colored molded-plastic toys for infants, toddlers, and young children. Its products have generally emphasized imaginative, physically active play rather than sophisticated electronics, and have been designed for use both indoors and outdoors. The brand's range has included ride-on vehicles, playhouses, slides, climbing equipment, sandboxes, kitchens, furniture, and other activity products. The company's best-known product is the Cozy Coupe, a child-sized plastic ride-on car introduced in 1979. Its simple shape, red-and-yellow color scheme, foot-powered operation, and recognizable styling made it one of the most widely identified children's toys in the United States. By the product's twenty-fifth anniversary in 2004, approximately six million units had been sold. The Cozy Coupe became an unusually visible example of a children's toy becoming a cultural product, and it was widely reported as having sold in greater numbers than certain leading automobile models during the period when it was described as the best-selling car in the United States. Little Tikes later added cartoon eyes and a smile to the vehicle in 2009 and produced a one-off electric-car interpretation in 2022, while continuing to sell conventional versions and related accessories. Little Tikes was initially led by co-founder Tom Murdough, who acquired Jack Hill's share in 1969. Rubbermaid acquired the company in 1984 and retained Murdough as president and general manager under a five-year employment agreement. He announced his departure in 1989 and later founded Step 2, another Ohio-based children's toy company that competed in a similar category. Rubbermaid subsequently merged with Newell in 1999, creating Newell Rubbermaid. In September 2006, Newell Rubbermaid sold Little Tikes to MGA Entertainment, a privately held toy and entertainment company whose portfolio also included Bratz fashion dolls. The acquisition placed Little Tikes within a broader children's entertainment group while preserving the brand's identity as a producer of large, durable plastic toys. Although traditional Little Tikes products were largely low-tech, the company expanded into more interactive play. Its Magicook Kitchen, introduced by 2004, used radio-frequency technology so that components could recognize one another and trigger responses, such as a stove reacting when a toy food item was placed on it. This represented an extension of the brand's imaginative-play proposition without abandoning physical, role-playing-oriented products. Little Tikes remains associated with products intended to withstand repeated household and playground use. Its manufacturing and distribution footprint has included Hudson, Ohio, as well as additional facilities in Asia and Europe. The brand has continued to operate under MGA Entertainment, with its strongest recognition centered on the Cozy Coupe and other long-running molded-plastic products.
History
Little Tikes began in 1967 in Aurora, Ohio, where Tom G. Murdough Jr. and Jack E. Hill established the company as a maker of children's toys. The business focused on molded-plastic products that could support imaginative play and withstand frequent use. Its intended audience was primarily infants, toddlers, and young children, and its products were designed for both domestic and outdoor environments. Murdough purchased Hill's share in 1969 and continued to lead the company. The brand's defining product, the Cozy Coupe, was introduced in 1979. The child-sized ride-on car used a simple foot-powered format and durable molded plastic, making it accessible to young children without requiring batteries or a motor. Its red-and-yellow appearance became strongly associated with the Little Tikes name. By 2004, the product had sold approximately six million units over twenty-five years. Contemporary reporting also highlighted the unusually high sales of the toy in comparison with leading passenger cars, helping establish the Cozy Coupe as a widely recognized cultural icon. Rubbermaid acquired Little Tikes in 1984. As part of the transaction, Murdough agreed to remain with the company for five years as president and general manager. In May 1989, he announced that he would leave at the end of that year. He later founded Step 2, an Ohio-based toy company that competed in a similar market for durable children's play products. Rubbermaid merged with Newell in 1999, and Little Tikes became part of Newell Rubbermaid. In September 2006, MGA Entertainment acquired Little Tikes from Newell Rubbermaid. The purchase gave MGA a long-established brand in large children's toys and complemented its existing business in dolls and entertainment products. At the time of the transaction, Little Tikes was reported to have approximately 500 employees and to contribute materially to Rubbermaid's sales, although the purchase price was not disclosed. Little Tikes thereafter operated as part of MGA Entertainment while retaining its own brand identity and product heritage. The company historically emphasized low-tech play, but it also developed interactive role-play products. By 2004, its Magicook Kitchen used radio-frequency devices to allow individual toy components to communicate. For example, a stove could respond when it detected a compatible toy food item. This technology added responsive features to a familiar pretend-play format. The Cozy Coupe continued to evolve. In 2009, cartoon eyes and a smile were added to its exterior styling. In 2022, the product was used as the basis for a one-off electric car, with the former gas-cap area replaced by an electric socket and charger. Conventional Cozy Coupe products and related play accessories continued to be sold. Little Tikes has also remained associated with turtle sandboxes, playhouses, slides, climbing structures, ride-on toys, children's furniture, and other molded-plastic products. Its principal headquarters and manufacturing base are in Hudson, Ohio, with additional manufacturing and distribution facilities in Asia and Europe. Tom Murdough's contribution to the toy industry was recognized through his nomination to the Toy Industry Hall of Fame in 2019 and induction in 2020.
- 2022
Electric Cozy Coupe concept
[1]A one-off electric car was created in the form of the Cozy Coupe.
- 2020
Murdough entered the Toy Industry Hall of Fame
[1]Little Tikes co-founder Tom Murdough was inducted into the Toy Industry Hall of Fame.
- 2009
Cozy Coupe styling update
[1]Cartoon eyes and a smile were added to the Cozy Coupe.
- 2006
MGA Entertainment acquisition
[1]MGA Entertainment acquired Little Tikes from Newell Rubbermaid.
- 2004
Cozy Coupe reached six million sales
[1]The Cozy Coupe reached approximately six million units sold by its twenty-fifth anniversary.
- 1999
Newell Rubbermaid formed
[1]Rubbermaid merged with Newell, creating Newell Rubbermaid.
- 1989
Murdough left the company
[1]Murdough announced his departure from Little Tikes at the end of the year.
- 1984
Rubbermaid acquisition
[1]Rubbermaid acquired Little Tikes.
- 1979
Cozy Coupe introduced
[1]Little Tikes launched the molded-plastic Cozy Coupe ride-on car.
- 1969
Murdough became sole owner
[1]Tom Murdough purchased Jack Hill's share of the company.
Products and positioning
Durable, colorful, imaginative, and physically active play products for infants, toddlers, and young children, with a particular emphasis on molded-plastic toys for indoor and outdoor use.
Ride-on vehicle · 1979
Cozy Coupe
The Cozy Coupe is a child-sized, foot-powered molded-plastic ride-on car introduced in 1979. Its red-and-yellow design and durable construction made it Little Tikes' signature product. The vehicle was later given cartoon facial features, and an electric one-off interpretation was produced in 2022. Standard versions and related accessories remain associated with the brand.
Outdoor play equipment
Turtle Sandbox
The Turtle Sandbox is a molded-plastic outdoor play product shaped around a turtle theme. It is representative of Little Tikes' emphasis on durable, brightly colored equipment for imaginative and physically active play in domestic outdoor spaces.
Pretend-play kitchen · 2004
Magicook Kitchen
Magicook Kitchen is a role-play kitchen that added electronic interaction to Little Tikes' traditionally low-tech product range. Radio-frequency devices allow compatible components to communicate, enabling features such as a stove responding when it recognizes a toy food item.
Outdoor and indoor play structures
Little Tikes Playhouses
Little Tikes playhouses are molded-plastic structures intended for imaginative role play by young children. They form part of the brand's broader range of indoor and outdoor products designed for repeated household use.
Active-play equipment
Little Tikes Slides and Climbing Equipment
The brand's slides and climbing products support physical activity and gross-motor play for young children. They extend Little Tikes' durable molded-plastic approach beyond ride-on toys and pretend-play products.
Brand decisions
2022
One-off electric Cozy CoupeProduct launchBackground
The Cozy Coupe's automobile styling provided a platform for an automotive-themed reinterpretation.
Action taken
A one-off electric car version replaced the conventional gas-cap detail with an electric socket and charger.
Aftermath
The project served as a special reinterpretation; regular Cozy Coupe products and related accessories continued to be sold.
2009
Cozy Coupe design refreshGeneration changeBackground
The Cozy Coupe had already become the brand's signature ride-on product.
Action taken
Little Tikes added cartoon eyes and a smile to the vehicle.
Aftermath
The update gave the longstanding product a more character-oriented appearance while preserving its basic ride-on format.
2006
Sale to MGA EntertainmentM&ABackground
Newell Rubbermaid sold Little Tikes as MGA Entertainment expanded its children's-toy and entertainment portfolio.
Action taken
MGA Entertainment acquired Little Tikes in September 2006 for an undisclosed amount.
Aftermath
Little Tikes joined MGA's privately held group of children's brands and products.
Little Tikes revenue and projected contribution. Approximately $250 million in annual revenue at Little Tikes; approximately $6.3 billion in annual sales at Rubbermaid → The acquisition was projected to add approximately $15 million to $25 million to MGA Entertainment's bottom line (2006)
2004
Introduction of Magicook Kitchen interactivityProduct launchBackground
Little Tikes had traditionally concentrated on durable, low-tech molded-plastic toys.
Action taken
The company introduced radio-frequency interaction into its Magicook Kitchen so compatible components could recognize one another and trigger responses.
Aftermath
The product broadened the brand's pretend-play offering while retaining its emphasis on imaginative role play.
1984
Sale to RubbermaidM&ABackground
Little Tikes had developed as an independent Ohio children's-toy manufacturer before being purchased by Rubbermaid.
Action taken
Rubbermaid acquired the company and retained co-founder Tom Murdough as president and general manager under a five-year employment agreement.
Aftermath
Little Tikes became part of Rubbermaid's larger consumer-products portfolio until the later Newell merger.
Recent events
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