Our Story

About Scoobies

Founded in 2018, Scoobies is a kids' lifestyle brand committed to redefining childhood through innovation, creativity, and meaningful play. Under the leadership of Shantanu Dublish, CEO of Scoobies, the brand has grown into a prominent name in the children's products space, offering 500+ thoughtfully designed products across school stationery, art & craft, STEM learning, magnetic DIY kits, sensory toys, AI companions, lifestyle accessories, gifting, and collectible play.

Scoobies was born from the entrepreneurial vision and parenting experiences of Vasundhra Dublish, Shantanu Dublish, and their business partner Dharmesh Shah. Their aim was to make parenting easier while creating joyful, engaging, and enriching experiences for children. Scoobies operates as a vertical of Optimal Digitech Private Limited.

Driven by a passionate team of creators, designers, and innovators, Scoobies continuously introduces products that encourage imagination, creativity, and independent thinking. The brand believes children should be free to choose their own colours, interests, and style rather than conform to conventional stereotypes.

Going beyond traditional school supplies, Scoobies has built its product philosophy around “Ed-tainment” — combining education with entertainment to make learning more engaging and enjoyable. Its Magnetic DIY range, STEM products, sensory toys, creative play kits, and activity-based products are designed to support problem-solving, fine motor skills, sensory development, creativity, and hands-on learning while encouraging children to spend less time on screens.

Scoobies has also expanded into next-generation play with its AI Companions, Kiki and Pookie — screen-free intelligent companions designed to encourage storytelling, conversation, curiosity, learning, and interactive engagement. Alongside this, Scoobies has developed a growing range of Made in India sensory toys, squishy toys, fidget products, and tactile play products, combining innovation, quality, and local manufacturing capabilities.

Quality and safety remain central to the brand. Scoobies focuses on bringing differentiated, premium-quality products to the Indian market while following applicable international safety standards for children's products.

Today, Scoobies has built a strong omnichannel presence across India. The brand is available through its own retail network as well as leading entertainment, experiential, and retail destinations including Hamleys, Crossword, Iconic Kids, Smaaash, Timezone, and KidZania, among others.

Its digital presence is equally strong, with products available through major online and quick-commerce platforms including Amazon, Blinkit, FirstCry, Myntra, Nykaa, the Scoobies online store, and several other leading marketplaces.

With an expanding retail footprint, growing manufacturing capabilities, and a continuous pipeline of innovative products, Scoobies is building towards becoming a comprehensive kids' lifestyle, play, learning, and technology brand for India and international markets.

Scoobies – Making Childhood a Celebration for Every Little Dreamer.