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Our Mission 

We design forward thinking products and user experiences intended to enhance people's lives and create market-leading product intellectual property (IP) for our licensing partners.


At Shrockie, we’re all about ideas—and what it takes to discover, test, and implement those ideas. We are obsessed with uncovering the nuggets, cultivating and capturing the lightning, creating the solutions, and solving the problems others have yet to see.

The Full Story

Founded in 2009, Shrockie was formed when industrial designer Joel Shrock began to explore housewares design after 15 years developing innovative products for the toy industry. 

Initially working in Toy Licensing at the renowned licensing company, Team Machina, Joel’s ideas were taken to the mass market by Takara Japan, Tiger Electronics, Yes! Entertainment, FunRise, Uncle Milton, and more. Ultimately, while Joel worked at Team Machina, 80% of products that were licensed came from his sketchpad.

After a decade of licensing products in the toy space, Joel launched Big Boing Toys with friends from the industry. As VP of product development, he spearheaded the development of Right Brain toys, an imagination and creativity building line of toys that were carried in 2,000 specialty stores across the nation, as well as Target, Wal-Mart and international chains. Toys developed under the Right Brain umbrella received a number of industry awards, including:

  • Dr. Toy “Toy of the year”

  • Parent’s magazine “Best Toys”

  • Oppenheim design portfolio “Best of”

  • iParenting Digital media “HOT toys”


After monetizing the Right Brain brand, Joel created Shrockie LLC to explore new horizons in housewares. Shrockie’s first product, The FishClip®, continues to be a worldwide success with more than two million units sold and placements in 15,000 stores across the U.S.

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