Key Takeaways<\/h2>\n\n- Clickeez are toys that resemble mechanical computer keyboard keys and feature a satisfying \u201cclick\u201d mechanism.<\/li>\n
- The brand went from idea to market in about a year \u2014 much faster than the typical 18\u201321-month toy timeline.<\/li>\n
- The company has sold more than 10 million Clickeez since its launch in mid-2025, and it\u2019s projected to sell over 100 million by the end of the year.<\/li>\n<\/ul>\n<\/div>\n
A simple idea to turn an adult hobby into a kids\u2019 toy has become one of the hottest toy launches of the past year. It\u2019s Clickeez, a sensory toy that looks like a mechanical keyboard key, feels like a fidget, and doubles as a collectible \u2014 and is suddenly everywhere.<\/p>\n
Clickeez<\/a>, a brand from toy and game maker Goliath, has already sold more than 10 million pieces since launching in mid-2025<\/a>. The collectible toys look and sound like mechanical keyboard keycaps, featuring a satisfying \u201cclick\u201d mechanism. They are stackable, so users can connect them to create custom, wearable keychains or place them on keyboard trays. Each key features a character face and comes with a keychain.<\/p>\nClickeez. Credit: Goliath<\/figcaption><\/figure>\nBrian Weiss<\/a>, president of Goliath North America and global head of toys, expects to sell more than 100 million Clickeez by the end of this year. In a new interview with Entrepreneur<\/em>, he describes the sales growth as \u201castronomical,\u201d fueled by kids, teens and \u201ckidults\u201d who want to collect, customize and show off their keys.\u00a0<\/p>\nBorn into toys<\/h2>\n
Weiss did not stumble into toys; he grew up in the industry. His father was a manufacturer\u2019s representative, a toy salesperson with a showroom in the old New York toy building. Weiss spent his childhood wiping shelves and setting up lines for different brands, absorbing how to merchandise and price great toys.\u00a0<\/p>\n
He briefly left the industry for Wall Street, then realized he missed toys and came back, eventually working at Jakks Pacific and then running U.S. sales and global ecommerce at Moose Toys. Next, he joined Goliath to lead North America and build out a true toy business alongside its core in games.<\/p>\n
\u201cEvery toy company wants to be a games company, and this was an opportunity for a games company to make a toy company,\u201d he says, adding that toys come naturally to him because, \u201cIf an item makes you smile and it makes you laugh, and then you have that visceral reaction that you love it, it\u2019s good, and then you know you can sell it.\u201d<\/p>\n![\"Brian](\"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/07\/Brian-Weiss.jpg?w=1024\")
Brian Weiss. Credit: Goliath<\/figcaption><\/figure>\nHow Clickeez was born in just a year<\/h2>\n
Clickeez started as an internal idea at Goliath after what Weiss calls \u201ccomp shopping\u201d \u2014 looking at what is trending for older consumers and figuring out how to translate that into something aspirational for kids. The team zeroed in on the booming world of keyboard customization and mechanical keys, especially among designers and gamers in their own office, and asked how to combine that with the broader sensory and fidget trends.<\/p>\n
\u201cIf we could take keyboard customization and sensory play and put it together, you have a fabulous collectible,\u201d Weiss says. \u00a0<\/p>\n
From that insight, the company moved unusually fast, launching Clickeez in July 2025 after a year of product development. \u201cIt was quick,\u201d Weiss says. \u201cThe typical timeline in toys is probably 18 to 21 months.\u201d<\/p>\n![\"Clickeez.](\"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/07\/Clickeez-2.jpg?w=1024\")
Clickeez. Credit: Goliath<\/figcaption><\/figure>\nA seven-figure bet that paid off<\/h2>\n
Behind the simple plastic keys is a sizable investment. Clickeez required significant tooling, repeated testing to \u201cget the clicks right,\u201d consumer research and thoughtful collector guides, all designed to \u201creally deliver that happiness\u201d to the end user, Weiss says. He characterizes the upfront cost as \u201cdefinitely a seven-figure investment\u2026multiple millions\u201d before a single key hit shelves.<\/p>\n
The company saw demand almost immediately. Clickeez debuted with a two-pack launch partnership at Five Below, plus a strong push on Amazon to capture online discovery through TikTok videos, Reddit threads and other social platforms. \u201cWe did do a little bit of digital [advertising] to get it going, to build the awareness,\u201d Weiss says. \u201cAnd then quite frankly, it sort of took on a life of its own\u2026as soon as people have been buying it, they\u2019re spreading it.\u201d<\/p>\n
Clickeez quickly leapt from a U.S. experiment to a global collectible. After launch, Goliath secured broad distribution in Europe, winning Collectible of the Year<\/a> in France and adding major retailers like Smyths in the U.K. \u201cThe only thing limiting what we\u2019re selling is getting it on shelf,\u201d Weiss says.<\/p>\n![\"Clickeez.](\"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/07\/Clickeez-3.jpg?w=1024\")
Clickeez. Credit: Goliath<\/figcaption><\/figure>\nMistakes and lessons learned<\/h2>\n
One lesson Weiss learned while building Clickeez is to trust data. Goliath partnered with an external analytics firm, benchmarked the typical ramp of a strong collectible and ordered aggressively to build enough inventory to sustain momentum. \u201cIf we didn\u2019t take in enough inventory, we wouldn\u2019t have been able to get to that momentum and build that mass,\u201d he says.<\/p>\n
He is equally candid about missteps. One of the brand\u2019s best-performing items is a $30 keyboard that acts as a storage case and play platform for the keys \u2014 a relatively high price point in the collectible world. Goliath omitted that item from the smaller \u201cSeason 2\u201d spring assortment, only to realize it had left money and engagement on the table.\u00a0<\/p>\n
\u201cThe keyboard sold so well in fall that it would\u2019ve been great to have a keyboard for Season 2,\u201d Weiss says. \u201cThe learning is: Don\u2019t be fearful of price points in spring if it\u2019s right for the brand.\u201d<\/p>\n
Fighting copycats and building a 360 brand<\/h2>\n
Imitators have predictably appeared as Clickeez has taken off. Weiss does not minimize the issue but leans on brand strength and roadmap. \u201cEverybody wants to do what everybody\u2019s doing, but the consumer knows who is the legit OG. We are the OG; we created this; we\u2019re doing this,\u201d he says. In his view, knockoffs miss the details and consumer research.<\/p>\n
Looking two to three years out, Weiss envisions Clickeez as a \u201c360 brand,\u201d spanning t\u2011shirts, backpacks, bedding, phone cases, water bottles and more, while continuing to grow as a global retail operation.<\/p>\n
For founders watching from the sidelines, Weiss\u2019s most concrete advice mirrors how he has led Clickeez from idea to phenomenon: \u201cBelieve in yourself,\u201d he says. \u201cDo your research, do the work, come prepared. When someone says no, explain why. Let me learn. I want to know why.\u201d<\/p>\n<\/p><\/div>\n
\n\nKey Takeaways<\/h2>\n\n- Clickeez are toys that resemble mechanical computer keyboard keys and feature a satisfying \u201cclick\u201d mechanism.<\/li>\n
- The brand went from idea to market in about a year \u2014 much faster than the typical 18\u201321-month toy timeline.<\/li>\n
- The company has sold more than 10 million Clickeez since its launch in mid-2025, and it\u2019s projected to sell over 100 million by the end of the year.<\/li>\n<\/ul>\n<\/div>\n
A simple idea to turn an adult hobby into a kids\u2019 toy has become one of the hottest toy launches of the past year. It\u2019s Clickeez, a sensory toy that looks like a mechanical keyboard key, feels like a fidget, and doubles as a collectible \u2014 and is suddenly everywhere.<\/p>\n
Clickeez<\/a>, a brand from toy and game maker Goliath, has already sold more than 10 million pieces since launching in mid-2025<\/a>. The collectible toys look and sound like mechanical keyboard keycaps, featuring a satisfying \u201cclick\u201d mechanism. They are stackable, so users can connect them to create custom, wearable keychains or place them on keyboard trays. Each key features a character face and comes with a keychain.<\/p>\n![\"Clickeez.](\"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/07\/Clickeez-1.jpg?w=1024\")
Clickeez. Credit: Goliath<\/figcaption><\/figure>\n
A simple idea to turn an adult hobby into a kids\u2019 toy has become one of the hottest toy launches of the past year. It\u2019s Clickeez, a sensory toy that looks like a mechanical keyboard key, feels like a fidget, and doubles as a collectible \u2014 and is suddenly everywhere.<\/p>\n
Clickeez<\/a>, a brand from toy and game maker Goliath, has already sold more than 10 million pieces since launching in mid-2025<\/a>. The collectible toys look and sound like mechanical keyboard keycaps, featuring a satisfying \u201cclick\u201d mechanism. They are stackable, so users can connect them to create custom, wearable keychains or place them on keyboard trays. Each key features a character face and comes with a keychain.<\/p>\n Brian Weiss<\/a>, president of Goliath North America and global head of toys, expects to sell more than 100 million Clickeez by the end of this year. In a new interview with Entrepreneur<\/em>, he describes the sales growth as \u201castronomical,\u201d fueled by kids, teens and \u201ckidults\u201d who want to collect, customize and show off their keys.\u00a0<\/p>\n Weiss did not stumble into toys; he grew up in the industry. His father was a manufacturer\u2019s representative, a toy salesperson with a showroom in the old New York toy building. Weiss spent his childhood wiping shelves and setting up lines for different brands, absorbing how to merchandise and price great toys.\u00a0<\/p>\n He briefly left the industry for Wall Street, then realized he missed toys and came back, eventually working at Jakks Pacific and then running U.S. sales and global ecommerce at Moose Toys. Next, he joined Goliath to lead North America and build out a true toy business alongside its core in games.<\/p>\n \u201cEvery toy company wants to be a games company, and this was an opportunity for a games company to make a toy company,\u201d he says, adding that toys come naturally to him because, \u201cIf an item makes you smile and it makes you laugh, and then you have that visceral reaction that you love it, it\u2019s good, and then you know you can sell it.\u201d<\/p>\n Clickeez started as an internal idea at Goliath after what Weiss calls \u201ccomp shopping\u201d \u2014 looking at what is trending for older consumers and figuring out how to translate that into something aspirational for kids. The team zeroed in on the booming world of keyboard customization and mechanical keys, especially among designers and gamers in their own office, and asked how to combine that with the broader sensory and fidget trends.<\/p>\n \u201cIf we could take keyboard customization and sensory play and put it together, you have a fabulous collectible,\u201d Weiss says. \u00a0<\/p>\n From that insight, the company moved unusually fast, launching Clickeez in July 2025 after a year of product development. \u201cIt was quick,\u201d Weiss says. \u201cThe typical timeline in toys is probably 18 to 21 months.\u201d<\/p>\n Behind the simple plastic keys is a sizable investment. Clickeez required significant tooling, repeated testing to \u201cget the clicks right,\u201d consumer research and thoughtful collector guides, all designed to \u201creally deliver that happiness\u201d to the end user, Weiss says. He characterizes the upfront cost as \u201cdefinitely a seven-figure investment\u2026multiple millions\u201d before a single key hit shelves.<\/p>\n The company saw demand almost immediately. Clickeez debuted with a two-pack launch partnership at Five Below, plus a strong push on Amazon to capture online discovery through TikTok videos, Reddit threads and other social platforms. \u201cWe did do a little bit of digital [advertising] to get it going, to build the awareness,\u201d Weiss says. \u201cAnd then quite frankly, it sort of took on a life of its own\u2026as soon as people have been buying it, they\u2019re spreading it.\u201d<\/p>\n Clickeez quickly leapt from a U.S. experiment to a global collectible. After launch, Goliath secured broad distribution in Europe, winning Collectible of the Year<\/a> in France and adding major retailers like Smyths in the U.K. \u201cThe only thing limiting what we\u2019re selling is getting it on shelf,\u201d Weiss says.<\/p>\n One lesson Weiss learned while building Clickeez is to trust data. Goliath partnered with an external analytics firm, benchmarked the typical ramp of a strong collectible and ordered aggressively to build enough inventory to sustain momentum. \u201cIf we didn\u2019t take in enough inventory, we wouldn\u2019t have been able to get to that momentum and build that mass,\u201d he says.<\/p>\n He is equally candid about missteps. One of the brand\u2019s best-performing items is a $30 keyboard that acts as a storage case and play platform for the keys \u2014 a relatively high price point in the collectible world. Goliath omitted that item from the smaller \u201cSeason 2\u201d spring assortment, only to realize it had left money and engagement on the table.\u00a0<\/p>\n \u201cThe keyboard sold so well in fall that it would\u2019ve been great to have a keyboard for Season 2,\u201d Weiss says. \u201cThe learning is: Don\u2019t be fearful of price points in spring if it\u2019s right for the brand.\u201d<\/p>\n Imitators have predictably appeared as Clickeez has taken off. Weiss does not minimize the issue but leans on brand strength and roadmap. \u201cEverybody wants to do what everybody\u2019s doing, but the consumer knows who is the legit OG. We are the OG; we created this; we\u2019re doing this,\u201d he says. In his view, knockoffs miss the details and consumer research.<\/p>\n Looking two to three years out, Weiss envisions Clickeez as a \u201c360 brand,\u201d spanning t\u2011shirts, backpacks, bedding, phone cases, water bottles and more, while continuing to grow as a global retail operation.<\/p>\n For founders watching from the sidelines, Weiss\u2019s most concrete advice mirrors how he has led Clickeez from idea to phenomenon: \u201cBelieve in yourself,\u201d he says. \u201cDo your research, do the work, come prepared. When someone says no, explain why. Let me learn. I want to know why.\u201d<\/p>\n<\/p><\/div>\n A simple idea to turn an adult hobby into a kids\u2019 toy has become one of the hottest toy launches of the past year. It\u2019s Clickeez, a sensory toy that looks like a mechanical keyboard key, feels like a fidget, and doubles as a collectible \u2014 and is suddenly everywhere.<\/p>\n Clickeez<\/a>, a brand from toy and game maker Goliath, has already sold more than 10 million pieces since launching in mid-2025<\/a>. The collectible toys look and sound like mechanical keyboard keycaps, featuring a satisfying \u201cclick\u201d mechanism. They are stackable, so users can connect them to create custom, wearable keychains or place them on keyboard trays. Each key features a character face and comes with a keychain.<\/p>\nBorn into toys<\/h2>\n
How Clickeez was born in just a year<\/h2>\n
A seven-figure bet that paid off<\/h2>\n
Mistakes and lessons learned<\/h2>\n
Fighting copycats and building a 360 brand<\/h2>\n
Key Takeaways<\/h2>\n
\n