Palitoy was the name of a British toy company that manufactured some of the most popular toys in Britain, some original items and others under licence, during its lifetime as a toy company. Its products included Action Man, Action Force, Tiny Tears, Pippa, Tressy, Star Wars figures and the Care Bears.

Founded as the Cascelloid Company by Alfred Edward Pallett in Coalville, Leicestershire in 1909 it originally produced celluloid and fancy goods. Their first toy was in 1920 and the first doll in 1925.

Cascelloid was bought in 1931 by British Xylonite and the word "Palitoy" was created as a trademark in 1935 for their toy division. Injection moulding was developed by British Xylonite in 1941 and was used for the Palitoy toy ranges.

Palitoy was eventually sold to General Mills in 1968. In 1978 the Chad Valley toy company, another British favourite, was sold to Palitoy which took over their toy lines. The Palitoy Company was formed in 1980 when Palitoy, Denys Fisher, and Chad Valley broke away from General Mills. It closed as a business in 1984. The factory, toy moulds and copyrights were all bought by Hasbro from whom they had been a major licensee.