He Created a Toy That ‘Took on a Life of Its Own’. Now He’s on Track to Sell 100 Million of Them.

A elemental thought to move an big hobby into a kids’ artifact has go 1 of the hottest artifact launches of the past year. It’s Clickeez, a sensory artifact that looks for illustration a mechanical keyboard key, feels for illustration a fidget, and doubles arsenic a collectible — and is abruptly everywhere.

Clickeez, a marque from artifact and crippled shaper Goliath, has already sold much than 10 cardinal pieces since launching successful mid-2025. The collectible toys look and sound for illustration mechanical keyboard keycaps, featuring a satisfying “click” mechanism. They are stackable, truthful users tin link them to create custom, wearable keychains aliases spot them connected keyboard trays. Each cardinal features a characteristic look and comes pinch a keychain.

Clickeez. Credit: Goliath

Brian Weiss, president of Goliath North America and world caput of toys, expects to waste much than 100 cardinal Clickeez by the extremity of this year. In a caller question and reply pinch Entrepreneur, he describes the income maturation arsenic “astronomical,” fueled by kids, teens and “kidults” who want to collect, customize and show disconnected their keys. 

Born into toys

Weiss did not stumble into toys; he grew up successful the industry. His begetter was a manufacturer’s representative, a artifact salesperson pinch a showroom successful the aged New York artifact building. Weiss spent his childhood wiping shelves and mounting up lines for different brands, absorbing really to merchandise and value awesome toys. 

He concisely near the manufacture for Wall Street, past realized he missed toys and came back, yet moving astatine Jakks Pacific and past moving U.S. income and world ecommerce astatine Moose Toys. Next, he joined Goliath to lead North America and build retired a existent toy business alongside its halfway successful games.

“Every artifact institution wants to beryllium a games company, and this was an opportunity for a games institution to make a artifact company,” he says, adding that toys travel people to him because, “If an point makes you grin and it makes you laugh, and past you person that visceral guidance that you emotion it, it’s good, and past you cognize you tin waste it.”

Brian Weiss. Credit: Goliath

How Clickeez was calved successful conscionable a year

Clickeez started arsenic an soul thought astatine Goliath aft what Weiss calls “comp shopping” — looking astatine what is trending for older consumers and figuring retired really to construe that into thing aspirational for kids. The squad zeroed successful connected the booming world of keyboard customization and mechanical keys, particularly among designers and gamers successful their ain office, and asked really to harvester that pinch the broader sensory and fidget trends.

“If we could return keyboard customization and sensory play and put it together, you person a fabulous collectible,” Weiss says.  

From that insight, the institution moved unusually fast, launching Clickeez successful July 2025 aft a twelvemonth of merchandise development. “It was quick,” Weiss says. “The emblematic timeline successful toys is astir apt 18 to 21 months.”

Clickeez. Credit: Goliath

A seven-figure stake that paid off

Behind the elemental integrative keys is simply a sizable investment. Clickeez required important tooling, repeated testing to “get the clicks right,” user investigation and thoughtful collector guides, each designed to “really present that happiness” to the extremity user, Weiss says. He characterizes the upfront costs arsenic “definitely a seven-figure investment…multiple millions” earlier a azygous cardinal deed shelves.

The institution saw demand almost immediately. Clickeez debuted pinch a two-pack motorboat business astatine Five Below, positive a beardown push connected Amazon to seizure online find done TikTok videos, Reddit threads and different societal platforms. “We did do a small spot of integer [advertising] to get it going, to build the awareness,” Weiss says. “And past rather frankly, it benignant of took connected a life of its own…as soon arsenic group person been buying it, they’re spreading it.”

Clickeez quickly leapt from a U.S. research to a world collectible. After launch, Goliath secured wide distribution successful Europe, winning Collectible of the Year successful France and adding awesome retailers for illustration Smyths successful the U.K. “The only point limiting what we’re trading is getting it connected shelf,” Weiss says.

Clickeez. Credit: Goliath

Mistakes and lessons learned

One instruction Weiss learned while building Clickeez is to spot data. Goliath collaborated pinch an outer analytics firm, benchmarked the emblematic ramp of a beardown collectible and ordered aggressively to build capable inventory to prolong momentum. “If we didn’t return successful capable inventory, we wouldn’t person been capable to get to that momentum and build that mass,” he says.

He is arsenic candid astir missteps. One of the brand’s best-performing items is simply a $30 keyboard that acts arsenic a retention lawsuit and play level for the keys — a comparatively precocious value constituent successful the collectible world. Goliath omitted that point from the smaller “Season 2” outpouring assortment, only to recognize it had near money and engagement connected the table. 

“The keyboard sold truthful good successful autumn that it would’ve been awesome to person a keyboard for Season 2,” Weiss says. “The learning is: Don’t beryllium fearful of value points successful outpouring if it’s correct for the brand.”

Fighting copycats and building a 360 brand

Imitators person predictably appeared arsenic Clickeez has taken off. Weiss does not minimize the rumor but leans connected marque spot and roadmap. “Everybody wants to do what everybody’s doing, but the user knows who is the legit OG. We are the OG; we created this; we’re doing this,” he says. In his view, knockoffs miss the specifications and user research.

Looking 2 to 3 years out, Weiss envisions Clickeez arsenic a “360 brand,” spanning t‑shirts, backpacks, bedding, telephone cases, h2o bottles and more, while continuing to turn arsenic a world unit operation.

For founders watching from the sidelines, Weiss’s astir concrete advice mirrors really he has led Clickeez from thought to phenomenon: “Believe successful yourself,” he says. “Do your research, do the work, travel prepared. When personification says no, explicate why. Let maine learn. I want to cognize why.”

A elemental thought to move an big hobby into a kids’ artifact has go 1 of the hottest artifact launches of the past year. It’s Clickeez, a sensory artifact that looks for illustration a mechanical keyboard key, feels for illustration a fidget, and doubles arsenic a collectible — and is abruptly everywhere.

Clickeez, a marque from artifact and crippled shaper Goliath, has already sold much than 10 cardinal pieces since launching successful mid-2025. The collectible toys look and sound for illustration mechanical keyboard keycaps, featuring a satisfying “click” mechanism. They are stackable, truthful users tin link them to create custom, wearable keychains aliases spot them connected keyboard trays. Each cardinal features a characteristic look and comes pinch a keychain.

Clickeez. Credit: Goliath

Brian Weiss, president of Goliath North America and world caput of toys, expects to waste much than 100 cardinal Clickeez by the extremity of this year. In a caller question and reply pinch Entrepreneur, he describes the income maturation arsenic “astronomical,” fueled by kids, teens and “kidults” who want to collect, customize and show disconnected their keys.