Little Tikes' products are mostly low-tech molded plastic toys aimed primarily at infants and young children, for indoor and outdoor use, including its party kitchen and turtle sandbox.

[4] Murdough signed an employment agreement with Rubbermaid under which he would stay with the new parent company for a five-year period as president and general manager through 1989.

[5] In 1991, Murdough established a new toy business called Step 2 , now based in Streetsboro, Ohio,[6] aimed at competing with and outselling Little Tikes.

[10] The firm's red and yellow Cozy Coupe toy car, released in 1979, reached 6 million units in sales by its 35th anniversary in 2004,[11][12] and was called the "world's best-selling car for much of this decade" by The New York Times in 1998, outselling the Honda Accord and Ford Taurus.

While the company had traditionally focused on durable plastic toys that allow children to use their imagination while at play, by 2004 it had introduced its Magicook Kitchen, which uses radio frequency devices to allow components to communicate with each other, such as having the stove respond when it recognizes that a piece of food is placed on it.