Battat’s current corporate website describes the company as having a 125-year legacy, established in 1897. It separately notes that its toy-making history spans more than 45 years.

Origins

Battat traces its corporate roots to 1897, predating its modern identity as a dedicated toy company by several decades. The business has remained family-owned throughout its evolution 3.

The name Battat is associated with the Battat family business in Canada. Today, the company presents this long history as the foundation of its “House of Battat” concept—a collection of toy brands operated under the same corporate umbrella.

Evidence exists of the BATTAT trademark being used in Canada since at least 1980. Canada’s intellectual-property database records the BATTAT trademark as registered in 1986, with Maison Battat Inc. listed as the current owner 4.

Development as a toy company

Battat gradually transitioned into a dedicated toy business during the late 20th century. Current corporate materials emphasize over four decades of producing quality toys, while the broader family-business history extends back more than a century.

The company expanded from traditional toys into a broader portfolio by developing multiple specialized brands aimed at different ages and styles of play, rather than concentrating exclusively on one category.

Battat operates on a multi-brand toy-house model. Instead of placing every product under the Battat name, the company assigns individual identities to specific product categories:

• Our Generation: 18-inch dolls, clothing, accessories, and imaginative play sets.
• B. toys: Colorful, unconventional, and sensory-oriented toys for young children.
• Battat: The core toy range, including educational, construction, pretend-play, and vehicle products.
• Driven: Realistic toy vehicles, trucks, and playsets.
• Terra: Animal and wildlife figures.
• Li’l Woodzeez: Miniature animal families and play environments.
• Glitter Girls: Dolls and accessories.
• Lullababy: Baby dolls and related products.
• Hey Bestie: Smaller posable dolls and playsets.
• Pucci Pals: Plush and collectible-style animal products.
• Arkitec: 3D wooden building products aimed at older children and adult hobbyists.

Our Generation

Our Generation is one of Battat’s most recognized brands, centering on 18-inch dolls, doll clothing, accessories, pets, furniture, vehicles, and themed playsets. The brand emphasizes storytelling and imaginative play, encouraging children to create their own characters and narratives. It is positioned around inclusivity, individuality, and accessible pricing within the large-doll category.

B. toys

B. toys is Battat’s design-focused children’s toy brand. Its products are characterized by unusual color combinations, patterns, textures, and playful designs. The brand emphasizes combining entertainment with developmental and educational value 5.

B. toys places particular emphasis on packaging and environmental considerations. Its Singapore-facing site states that its packaging is designed to be recyclable and uses soy-based inks.

Battat

The Battat brand itself focuses heavily on toys for babies, toddlers, and children. Its range includes:

• Early-learning toys
• Building toys
• Pretend-play sets
• Mini vehicles
• Ride-on toys
• Bath and outdoor toys
• Construction-oriented products
• Musical toys
• Classic children’s trucks, construction vehicles, cars, emergency vehicles, playsets, and rideable vehicles

The brand is aimed particularly at children who enjoy realistic transportation and construction themes. Battat describes these toys as designed to encourage motor skills, problem-solving, curiosity, and exploration 6. Recognizable collections include Locbloc, Wonder Wheels, Bristle Blocks, and Play Circle.

Driven

Driven by Battat focuses on realistic vehicles and vehicle-themed play. Its range includes toy trucks, construction vehicles, cars, emergency vehicles, playsets, and rideable vehicles. The Canadian trademark record for DRIVEN BY BATTAT specifically covers toy vehicles, toy cars, and rideable toy vehicles 7.

Terra

Terra specializes in realistic animal figures and related play products, fitting into Battat’s strategy of using toys to encourage children to explore the natural world through imaginative and educational play.

Li’l Woodzeez

Li’l Woodzeez is a miniature animal-family brand that combines small animal characters with houses, furniture, accessories, and storytelling. The brand’s concept centers on family and community, making it a story-oriented part of Battat’s portfolio. Battat owns and controls the Li’l Woodzeez brand.

Battat’s overall product portfolio covers a wide range of categories:

Early childhood

Products for babies and toddlers include sensory toys, developmental toys, bath toys, activity toys, musical toys, and learning toys.

Construction and building

Battat produces products intended to encourage children to build, manipulate, and experiment. This includes building blocks and construction-oriented collections such as Bristle Blocks and Locbloc.

Vehicles

The vehicle portfolio ranges from small toy cars to larger construction trucks, emergency vehicles, aircraft, and ride-on products.

Dolls

Through brands such as Our Generation, Glitter Girls, Lullababy, and Hey Bestie, Battat maintains a significant presence in dolls and doll accessories.

Animal toys

Brands like Terra and Li’l Woodzeez provide Battat with a substantial animal-themed product portfolio.

Collectibles and newer products

The portfolio extends into collectible figures, plush products, and wooden construction products, serving both children and older hobby-oriented consumers.

Battat’s headquarters and main operations are in Montreal, while the company also maintains an affiliate office in Hong Kong. Its corporate website states that its products are manufactured in China. This structure separates product development, brand management, and corporate operations from large-scale manufacturing.

The company states that it places strong emphasis on product safety, quality, and reliability, describing rigorous safety requirements and quality standards for its products.

A central part of Battat’s identity is the idea that play should be both fun and developmental. The company describes its toys as encouraging children to explore, imagine, build, experiment, solve problems, develop motor skills, communicate, and discover the world.

For Battat, educational value does not necessarily mean a toy resembles traditional educational equipment; the philosophy is closer to learning through play. This approach is particularly visible in the B. toys line and the core Battat range.

Environmental considerations have become part of Battat’s brand messaging. For example, B. toys states it works to reduce packaging waste, uses recyclable packaging, minimizes unnecessary packaging components, and uses soy-based inks. Battat’s corporate site also mentions initiatives intended to reduce its environmental footprint. These are described as part of the company’s stated sustainability approach.

Battat has developed an international retail network rather than relying solely on direct-to-consumer sales. The company states that its products are available through major retailers in more than 70 countries 1.

Its products appear under various brand names depending on the market. Consumers may recognize Our Generation or B. toys without realizing they belong to the same parent company. This multi-brand distribution strategy is a key characteristic of Battat’s market presence.

It is useful to distinguish Battat the company from Battat the toy brand. Maison Battat Inc. is the corporate organization, while Battat is one of its consumer-facing toy brands. Under the larger “House of Battat” umbrella are numerous other brands, each with its own visual identity, products, and target audience.

Battat occupies a specific position in the toy industry. While not as universally recognizable as some larger competitors, its individual brands have substantial recognition in particular categories. Its competitive strengths include a long family-business history, a large multi-brand portfolio, a strong presence in dolls and imaginative play, a wide range of developmental toys, international distribution, a focus on affordability, an emphasis on safety and quality, and distinctive product design.

The company’s positioning emphasizes providing “more play for less” and making quality toys accessible to families 8.

As of 2026, Battat describes itself as a family-owned company with a 125-year-plus corporate history, 18 toy brands on its corporate site, and distribution in 70+ countries. Its portfolio continues to expand beyond conventional children’s toys into collectibles, plush products, and wooden construction products.

The company’s current portfolio illustrates a deliberate strategy: rather than trying to make one universal “Battat toy,” it creates specialized brands for different forms of play and different age groups.

1. About Us – MaisonBattat
2. Maison Battat Company Website | New Toy releases and Brand Info
3. Official Battat / Maison Battat website
4. Canadian Trademarks Details: BATTAT — 0539918 — Canadian Trademarks Database – Intellectual property and copyright…
5. About Us | Read Our Story | Battat
6. Trusted Toys for Babies, Toddlers & Kids | Battat
7. Canadian Trademarks Details: DRIVEN BY BATTAT — 1933570 — Canadian Trademarks Database – Intellectual property and…
8. Toy Fair 2020: Battat