Masterminds of
Pretend Play
We’re two toy inventors who live to play!
Our mission? To dream up toys that spark imagination, boost confidence, and bring big-time joy. Open-ended, replayable, and full of surprises—just the way play should be.
- Creativity & Imagination
- Storytelling
- Connection
- Boosting Confidence
- Replayability
- Joy
Our Play-folio
Joint Inventions
Make & Bake Pies
Vered Bahat & Heftzi Zion-Mozes
Featuring a squishable, moldable fabric pie crust dough that you can be shaped and re-shaped countless times, holding their form to allow real kitchen fun.
Solo Inventions and Collaborations
Flip & Fry Grill
Color Reveal
Heftzi Zion-Mozes & Limor Hershco
Linked Looks
Bracelets Kit
Vered Bahat
Simmer & Stir
Stove Top
Color Reveal
Heftzi Zion-Mozes & Limor Hershco
Meet the Inventors
Playing together since 2023
Vered Bahat
Director of the Impossible
With a keen eye for fun and a vivid imagination, Vered began her creative journey as a jewelry designer, long before realizing her playful pieces were practically begging to become toys. She dove into the toy industry and hasn’t looked back, building her foundation as a graduate of the Toy Invention Program at Shenkar College and an alumna of Spin Master’s Spinnovation Accelerator.
Curious and endlessly inspired, Vered collects ideas as passionately as she collects toys. Her wild Monster High collection is just the beginning; this love for play has grown into a shared household passion, with her husband and kids having their own ever-growing collections. Surrounded by toys and imagination, Vered’s household and work are happily run by play, and she wouldn’t have it any other way!
Heftzi Zion-Mozes
Head of Imaginary Affairs
For years, Heftzi served as a dedicated Drama Therapist, helping children and parents navigate emotions and build confidence through the power of play. Seeking a new way to impact childhood development, she transitioned into the Toy Invention Program at Shenkar College, where she discovered a natural calling for bringing stories to life through physical products.
An alumna of Spin Master’s Spinnovation Accelerator, Heftzi specializes in pretend play—the magical space where anything is possible. She holds a unique professional advantage: her four children. Serving as her built-in play-testing community and honest sounding board, they ensure every idea she develops is kid-approved and rooted in the real-world magic of being a kid.
Our Playdate Partners
This dynamic duo is a powerhouse of ideas! What makes Heftzi and Vered so terrific is that they are incredibly receptive to feedback, careful to integrate their learnings in each subsequent meeting. It’s been terrific having them ideate for Melissa & Doug.
Sofia Dumery
Melissa & Doug
2 Much Fun never ceases to amaze us with their boundless creativity and brilliantly conceived toy concepts. It’s always a pleasure doing business with Heftzi and Vered – true partners in innovation and play.
Dominique Roy
Make It Real
Heftzi and Vered are masters at turning playful ideas into market-ready magic. Their toy designs combine standout creativity with exceptional craftsmanship. I’m continually impressed by how their concepts are not only full of wonder but also built for real-world success. Collaborating with them is not only creatively energizing — it’s truly a pleasure.
Lee Allentuck
Let's Play
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