Roxy Jacenko buys daughter, 9, $270,000 car as toy business booms

Roxy Jacenko has splashed out on a luxury car complete with a large purple bow for her daughter Pixie, who at nine-years-old, isn’t even old enough to drive it yet.

large Car bow

Pixie Curtis has hit one of life’s highest milestones at the tender age of nine.

The daughter of PR maven Roxy Jacenko has a brand new car, despite the fact she’s years away from being able to get behind the wheel herself.

But while Pixie can’t drive the slick black Mercedes-Benz GL just yet, it will be used to transport her between school, home and the office where Pixie takes a firm hand on the two businesses she runs with her mum, earning as much as $200,000 a month.

The youngster, who boasts almost 90,000 followers on Instagram, first went into business when she was just a baby, when Roxy launched Pixies Bows in her name.

pixie with key ring

Fast-forward to May 2021 and the schoolgirl launched her own business idea – Pixies Fidgets – after jumping on the new sensory toy trend sweeping school playgrounds.

It was a huge success, with the coloured, silicone bubble-popping toys selling out in the first 48 hours.

As a result, “super proud” Roxy treated Pixie and her younger brother Hunter, 7, who helps packing orders and making buying decisions – to the expensive new car, which even has special seats for the family’s two dogs.

Many commented congratulating Pixie on her hard work – with Roxy explaining the family don’t acknowledge negative comments around the splurge.

Before Covid lockdowns hit Sydney in June, Pixies Fidgets had five pop-up stores that are currently closed. But business is booming online, with new stock drops hitting three times a week, earning $200,000 a month in revenue.

“We have to airfreight stock to keep up with demand,” Roxy said, explaining the most popular product in the range is a $35 pop-it board game that sells 150 units every day.

Sensory toys allow people to strengthen and develop their fine motor skills in a fun and engaging manner, with Roxy adding this means their customer base ranges from age two to 80.

Roxy is also a successful businesswoman, running Sweaty Betty PR, celebrity management firm Ministry of Talent and her own accessories business as well as a content creation company and her newest venture, XRJCelebrations.