Our Story

In 2015, Jeff Osnato was a Buyer for Toys “R” Us in its Arts & Crafts category (after 25+ years creating toy products and managing toy brand franchises at Tyco Toys and Mattel).

As he surveyed the industry as a Buyer, Jeff saw that there was a complete lack of innovation in a long-established toy category: Slime!

Jeff took the opportunity to partner up with co-founder Ross Alber (a 20+ year experienced toy industry sales rep who had connections with a compound factories in China) to start mixing up new slime creations in Jeff’s attic in September of 2016.

Since then, the WeCool Toys team has launched thousands of products and is building a portfolio of toy and kids activity brands that are bringing innovation to product categories in need of disruption and innovation!