Trash Pack, the latest creation by East Bentleigh toy company Moose Enterprise, is a worldwide phenomenon, with sales topping 10 million units in four months and 100 million sales predicted for next year.

The squishy, collectable toys are based on unsavoury items you might discover in the rubbish and take on names such as Bin Scab Beetle, Rancid Roach and Putrid Pizza.

Moose chairman Manny Stul says there has been unprecedented demand for the miniature toys and overseas retailers have begun air-freighting stock to avoid lengthy sea shipments.

''They are an activity-based product that require dexterity and imagination. I guess that's the key to it,'' he says.

Mr Stul took over the toy company in 2000 and immediately set about changing its staff, culture and structure.

''About the only thing that remains from the original company is the name Moose. We changed the company so that we genuinely developed our own products.''

Nestled between warehouses and car repair shops, the East Bentleigh headquarters is a hive of activity.

About 75 graphic designers, product designers and marketing experts are working on new toys that will be made in China.

The company was established in 1985 and initially made a name for itself selling Sea Monkeys, yo-yos and Magic Sand.

The family-owned company employs 150 staff in its three offices in Australia, China and Hong Kong and has 40 industry awards under its belt.

Director Paul Solomon says the future is bright. ''Trash Pack looks set to be the biggest product we have done as a company - it is early days, but the early signs are unbelievable.''

Last year Moose increased its revenue growth by 60 per cent to more than $100 million.

But Mr Stul says he has no plans to list the profitable toy company on the ASX.