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The unboxing phenomenon continues to grow and with no signs of slowing down, toymakers are becoming more innovative in finding new ways to bring the elements of surprise and discovery home. From Moose Toys, makers of Shopkins and The Grossery Gang, comes Treasure X, – “the ultimate unboxing experience!” Combining several play patterns into one all-new experience, Treasure X gives kids the opportunity to rip, dig and fizz their way through 10 layers to discover the secrets hidden within – and there’s a chance to find real gold-dipped treasure! It’s excavation, unboxing, sensory stimulation, action figures and surprise play all in one, and ahead of the national debut of Treasure X in the U.S., The Rock Father™ and Moose Toys have teamed-up to premiere the Treasure X movie trailer! A great toy lends itself to a great story, and today we’ve got your first-look!


With Treasure X, there’s always another level of excitement and adventure. Here’s how the Treasure X Hunt journey works:

  • Find the map and uncover a coin to locate which treasure you’re searching for.
  • Use the digging tool to dig and chip away the rock to reveal the bones and weapons of your Treasure Hunter (Action Figure); there are 24 action figures to reveal and collect, and 8 different teams of characters!
  • Find and open the chest, add water to fizz and reveal what’s inside! Will you be the hero that finds the REAL gold?!

Treasure X at Sweet Suite 2018

The Rock Daughters™ first went hands-on with Treasure X at The Toy Insider‘s Sweet Suite 2018 in New York City earlier this month. The booth was an immediate hit not just with my kids, but with nearly everyone in attendance. Girls and boys of all ages (well beyond the suggested 4-9 range) couldn’t wait to get digging, and discovering. Like Indiana Jones before them, the girls managed to smuggle a couple of artifacts home, and they’ve since cracked into them, revealing a pair of cool action figures (Lord Lootem and Chief Goldo), accessories and… treasure!

Moose Toys Treasure X Unboxing Treasure X - Unboxing Chief Goldo

One in 18 Treasure X packages has real gold-dipped treasure inside, and each Treasure X pack includes a treasure map, X-Marks coin, X-Cavator digging tool, a buildable figure embedded in “stone,” and a treasure chest. The basic adventure pack carries a suggested price of just $9.99. 

Moose Toys' Treasure X - Lord Lootem!

Treasure X had its soft-launch on VAT19 for the U.S. market, and while the official release date is August 1st, some specialty retailers like my friends at Learning Express in Lake Zurich, IL have already received their first shipments, so be on the lookout!

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