No. 13 - Spring 2022 by The Pop Insider

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ISSUE NO. 13

DEPARTMENTS

7 | FROM THE EDITORS Fandom in Full Bloom

IN THIS

ISSUE FEATURES

8 | STAT SHOT

The Top Brands and Video Games Starting 2022 Strong

10 | NERDY NEWS

The Latest Headlines in Pop Culture and Collectibles

16 | MERCH MAKERS

The Brazilian company Iron Studios is bringing epic pop culture statues stateside.

18 | SHOW ME THE GOODS:

12 | EMBRACING THE BATMAN

MUST-HAVE MERCH

The World’s Greatest Detective inspires a lifestyle.

New Collectibles, Apparel, Accessories, and More Hitting Shelves this Year

33 | NOTHING BUT

36 | RETAIL RUNDOWN

SUNNY DAYS AHEAD

Sesame Street expands its merch offering for fans of all ages.

40 | THE BEAUTY OF LICENSING

Exploring the Allure of Fandom-Fueled Cosmetics and Haircare Collections

Inside FYE’s Transformation from Record Store to Must-Shop Pop Stop

38 | FLAUNT YOUR FANDOM

Add some spring to your step with fandom-infused apparel and accessories.

46 | LEVEL UP

43 | TURNING MEMES

How Video Game Sequels Can Launch a Franchise

INTO GOLDMINES

Transforming Viral Sesations into Products and Brands by Any Memes Necessary

75 | POP PICKS

The Best Paw-p Culture Merch for Your Pets

76 | MINT CONDITION

Trading cards are making a major comeback.

SCAN TO SUBSCRIBE TO THE POP INSIDER!

78 | FAN FUEL

Ring Carson for tea to go along with this Downton Abbey-inspired recipe.

POP JUNIOR / 49

50 | NEXT-GEN NEWS

What’s New in Kids’ Merch, Toys, and More

55 | SHOW ME THE GOODS: KIDS’ MERCH

New Toys, Books, Apparel, and More Featuring Kids’ Favorite Characters

63 | THE SQUISH KIDS CAN’T RESIST

Squishmallows expands into a full-blown lifestyle brand.

65 | PROSTAR PLAYTIME

Bringing Star Trek’s First Kid-Focused Series to Store Shelves On the Cover: Model is wearing PUMA x BATMAN Men’s Hoodie and PUMA x BATMAN Suede Classic Sneakers. Source: Warner Bros. Consumer Products

6 | Issue No. 13 | THE POP INSIDER

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CEO Laurie Schacht laurie@popinsider.com PUBLISHER Jackie Breyer jackie@popinsider.com EDITORS-IN-CHIEF Ali Mierzejewski ali@popinsider.com Marissa Silva marissa@popinsider.com SENIOR EDITORS Madeleine Buckley madeleine@popinsider.com Jacqueline Cucco jc@popinsider.com Maddie Michalik maddie@popinsider.com James Zahn james@popinsider.com EDITORIAL ASSISTANTS Annabelle Canela annabelle@popinsider.com Hannah Sacks hannah@popinsider.com SOCIAL MEDIA DIRECTOR Nicole Savs nicole@popinsider.com ART DIRECTOR Joe Ibraham joe@popinsider.com JUNIOR DESIGNER Elena Sorce elena@popinsider.com PRODUCTION DIRECTOR Bill Reese bill@popinsider.com DIRECTOR OF SALES & MARKETING James Devin jd@popinsider.com SALES & MARKETING EXECUTIVE Stephanie Infantino stephanie@popinsider.com

Follow us @thepopinsider! THE POP INSIDER, Spring 2022 — “THE POP INSIDER” (ISSN-2641-5496) is published quarterly by Adventure Media & Events, LLC, 307 Seventh Ave., Room 501, New York, New York, 10001. Periodicals postage paid at New York, NY 10001 and additional mailing offices. © 2022 Adventure Media & Events, LLC. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopying, recording any information storage and retrieval system, without permission in writing from the publisher. Printed in U.S.A. Subscription rates: $48 per year. THE POP INSIDER is a trademark and service mark of Adventure Media & Events, LLC registered in the United States Patent & Trademark Office Postmaster: Send address changes to THE POP INSIDER, c/o Adventure Media & Events, 307 Seventh Ave., Room 501, New York, New York, 10001 or e-mail bill@popinsider.com.

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FANDOM IN FULL BLOOM

FROM THE EDITORS

Spring has sprung — and we’ve got the swag to prove it.

here’s something about the fresh start that spring brings each year that makes us want to refresh our whole vibe — and drop all of our money on new merch. And wow, do we have plenty of new stuff in this issue that we know you’re going to love! If you’re like us and you’ve been struggling to not introduce yourself as “Vengeance” at social gatherings for the past few months, you’ll know that we’ve all got Gotham Fever — and the only prescription is more Batman. Ever since Matt Reeves’ The Batman hit theaters in early March, the fandom has been taken over by this gritty, darker version of the Caped Crusader. But along with a hit film — especially one so ingrained in a franchise with a rich history — comes plenty of merch to show it off. Hop into the Batmobile with Senior Editor James Zahn and see the latest and greatest from the streets of Gotham City on page 12. Plus, our Show Me the Goods showcase is back, featuring so much incredible merch heading to store shelves throughout the rest of the year. Spanning all of the properties your heart desires, this showcase has everything you need to flaunt your fandom proudly, whether you’re looking for a little Wizarding World magic, the perfect Marvel gift, or Stranger Things-inspired, well, things that will give you all the ‘80s vibes. Jump to page 18 and make your wish list! (There’s also a version for your character-obsessed kiddos on page 55.) As much as we love movies and think TV absolutely rules, we’re finding that more and more of our favorite merch makers are creating brands out of other forms of media — especially from the digital realm. From pointing Spider-Men and Homer awkwardly disappearing back into the hedge to that oh-so-relatable This Is Fine Dog trying to remain calm while the world burns around him, memes have taken over our social feeds — and now, retail shelves. Check out Senior

Editor Jackie Cucco’s deep dive into memes as a lifestyle brand on page 43. As summer approaches and we all gear up to officially come out of hibernation, you’re going to need the perfect fandom-fueled ‘fit. Flip to page 40 to find out why everyone is jumping on the beauty licensing bandwagon — and how you can incorporate your favorite fandoms, including Barbie and Agent Carter, into your daily looks. And, when you’re ready to put your best fashion foot forward, turn to page 38 for fandom-infused apparel and accessories that are sure to put a spring in your step. There’s plenty of geeky goodness packed into these pages as usual — from international companies coming stateside that you’ll definitely want to meet (page 16) to a trip to your local mall to visit FYE (page 36) and all the reasons that Sesame Street is still just as fun for adults as it is for the little ones (page 33). We hope you love flipping through this magazine as much as we loved putting it together — and we can’t wait to see you soon! ✪

ABOUT THE EDITORS Ali Mierzejewski and Marissa Silva are editors-in-chief of the Pop Insider and the Toy Insider. They report on trends affecting the toy and pop culture industries, including the latest in TV, movies, video games, collectibles, and more. They have been featured on ABC World News Now, Good Morning America, The TODAY Show, MSNBC, Fox Business, and dozens more. Follow them on Twitter @ohsotrendy and @thattoygirl.

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NERDY NEWS compiled by Madeleine Buckley, senior editor

SDCC SIGNS LICENSING PARTNER FOR MERCH, FAN EXPERIENCES

ULTRAMAN POWERS UP WITH NEW LICENSING PARTNERS, ANOTHER NETFLIX PROJECT

Comic-Con International: San Diego — better known as SDCC — is already one of the most popular fan events in the world. Now, after more than 50 years of events, the company has partnered with licensing agency IMG to expand its reach. This partnership will bring SDCC closer to its goal of promoting comics and engaging with the fan community. IMG will work to identify licensing partners who can create products, retail destinations, and experiences for the many fans who are not able to attend SDCC in person. SDCC is scheduled to return to the San Diego Convention Center from July 21-24 for its first full show since 2019. ✪

Back in 2018, Tsuburaya Productions came to Licensing Expo hoping to expand the Ultraman brand, capitalizing on the nostalgia of U.S. fans who remembered the original run of the classic Ultraman series. Now, the brand has considerably expanded in the U.S., with a wide range of licensing partners including Loot Crate, NECA, Seismic Toys, Marvel Comics, Factory Entertainment, What’s Your Passion Jewelry, Bioworld, and more. Ultraman entertainment content has also expanded through a partnership with Netflix. The Anime Ultraman series debuted on the streaming platform in 2019, and its third season is scheduled to release next year. Tsuburaya is also partnering with Netflix for a full-length, animated film about Ultraman. The brand has found success on YouTube, too, with the official Tsuburaya Productions channel reaching 2 million subscribers by the end of last year. The company also launched an international fan hub that offers announcements, merchandise, livestreams, and other Ultraman content at ultramanconnection.com. ✪ An Ultraman shirt from Loot Crate Source: Tsuburaya Productions

HASBRO LAUNCHES SPIDER-MAN 60TH ANNIVERSARY MARVEL LEGENDS FIGURES IN PLASTIC-FREE PACKAGING This year, everyone’s favorite web-slinging hero is swinging into his 60th anniversary. To help celebrate Spider-Man’s major milestone, Hasbro Pulse is releasing a selection of special Marvel Legends figures that feature various versions of the Marvel hero. Some of the anniversary collectibles that have dropped for preorder so far include an Amazing Fantasy Spider-Man figure, an MCU-inspired Peter Parker and Ned Leeds TwoPack, and a comics-inspired Iron Spider figure. Notably, these anniversary collectibles will come in packaging without a plastic window. Instead, the boxes will feature a posed image of the figure (or figures) that are inside. The back of each box also depicts any included accessories or swappable parts. ✪ Source: Hasbro

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Source: Warner Bros. Themed Entertainment

THERE’S AN IT-THEMED ESCAPE ROOM COMING TO LAS VEGAS

THE FORCE IS STRONG WITH CASETIFY’S LATEST LICENSED COLLECTION This month, tech accessories brand Casetify entered a whole new galaxy of fandom potential. The company partnered with Lucasfilm for a Star Wars collection, which launched on May 4 (also known as Star Wars Day) and focuses on retro Star Wars imagery and the original movie trilogy. Star Wars fans can get a variety of Star Wars tech accessories through this collaboration, incuding phone cases, Apple Watch bands, wireless chargers, an Airpods case, and more. Lucasfilm is the latest in a series of new partners for Casetify. This year, the company has also released licensed tech accessories collections for Peanuts, SpongeBob SquarePants, Harry Potter, and more. ✪

Warner Bros. Themed Entertainment and Egan Escape Productions have joined forces to bring fans Escape IT, a new escape room experience inspired by one of the most horrifying film franchises of all time. This terrifying experience will launch in Las Vegas this fall, just in time to be the perfect spooky season activity. Spanning more than 30,000 square feet, Escape IT will offer fans two multiroom escape adventures and include more than 20 interactive rooms, special effects, lighting, animatronics, and live actors to create a fully immersive experience. Escape IT will also include a themed retail store, complete with photo ops, exclusive and custom merch, and carnival-style games. ✪

Source: Casetify

‘THOR: LOVE AND THUNDER,’ ‘MS. MARVEL’ GET TEASERS, MERCH AHEAD OF RELEASE DATES

GHOSTBUSTING GOES VIRTUAL IN UPCOMING VR GAME

Following the series finale of Moon Knight on Disney+ and the theatrical release of Doctor Strange and the Multiverse of Madness this month, Marvel fans can look forward to two new Marvel Studios projects this summer. The series Ms. Marvel will debut on Disney+ on June 8, and the film Thor: Love and Thunder is scheduled for a theatrical release on July 8. Over the past two months, Marvel has released teaser trailers and merchandise for both of these projects. Uncanny Brands lanched a Bleacher Creatures collectible plush of Kamala Kahn, the show’s titular, teenage hero. Fans can also preorder Funko Pop! collectibles, Marvel Legends figures, LEGO sets, and more inspired by Thor: Love and Thunder. ✪

Sony Pictures Virtual Reality, in partnership with VR studio nDreams, is launching a new Ghostbusters VR (working title) game on Meta Quest 2, the latest version of Reality Labs’ wireless virtual reality headset. Reality Labs — the corporate successor to Oculus — is a subsidiary of the Meta Platforms social technology company, formerly known as Facebook. The upcoming game takes place in San Francisco and invites players to solve a new chapter of mystery in the Ghostbusters universe. Each player is equipped with a proton pack to track, blast, and trap the fiendish ghosts riddling the city. Players can embark on solo missions or team up in groups of four in co-op play. Either way, the game promises to elicit both the humor and the fright of the franchise. ✪

Source: LEGO

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FANDOM FEATURE

by James Zahn, senior editor by James Zahn, senior editor

THE BATMAN BATARANG LIMITED EDITION PROP REPLICA FACTORY ENTERTAINMENT This full-size prop replica inspired by The Batman was created using the production team’s digital assets for one of Batman’s signature weapons. The screen-accurate, hand-weathered, metal replica comes in a museum-quality presentation box with a numbered certificate of authenticity. MSRP: $299 | Available: factoryent.com, Entertainment Earth

t’s become a rite of passage for every generation: to have “your” Batman. Every decade or so, the legendary figure with a rich history rooted in the pages of Detective Comics gets reimagined for the big screen in a way that is reflective of the times: familiar, yet different. Since the release of Tim Burton’s Batman (1989), the cape and cowl worn by the World’s Greatest Detective have been passed down from Michael Keaton to Val Kilmer, George Clooney, Christian Bale, and Ben Affleck. Now, Robert Pattinson is the latest performer to embrace the darkness in the duality of Bruce Wayne/Batman, sparking renewed interest in and excitement for a character that is a true cultural icon. Filmmaker Matt Reeves’ The Batman (2022) is connecting with audiences, and it’s supported by one of this year’s most exciting — and extensive — licensing programs that is turning the Gotham City vibe into a full-blown lifestyle. “Batman is one of our biggest and most enduring DC franchises, so we identify partners and build programs that will engage our fans in new and bold ways that directly complement the creative of the content,” says Robert Oberschelp, senior vice president of franchise management and marketing and global brand product at Warner Bros. Consumer Products. “Specific to The Batman, we knew, given the film’s visual style, an apparel and lifestyle program would resonate strongly with the film’s more grown-up audience.”

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THE RIDDLE OF BALANCE BETWEEN AUDIENCE, BUSINESS, AND ART

Licensing is a nuanced business and companies must delicately do a complex dance between art and commerce to meet fans’ insatiable appetites for new products that range from bold statements to subtle accents across multiple categories. But it’s what happened 30 years ago that laid the foundation for multiple Batmen to co-exist at the same time in print, on screen, and in merch — and for the doors of the Batcave to blast open for the adult tastes of today. “I believe Batman changed licensing,” says Michael Uslan, executive producer of The Batman, and author of the new book Batman’s Batman: A Memoir from Hollywood, Land of Bilk and Money. Uslan, who bought the film and ancillary rights to Batman in the late 1970s, has served as a producer on every Batman film since 1989 and has been there to see the merchandising evolve. “For the first film, there was a licensing program playing off of the likenesses of the cast, including Michael Keaton, but there was also a generic line developed featuring artwork from the comics,” Uslan says.

“People are loving the new movie. We have definitely seen an uptick in interest for all things related to the

THE BATMAN X FOSSIL CAPSULE FOSSIL Design elements from Batman and his adversaries inspire this limited jewelry, watch, and accessory collection. Wallets, a waist-pack, and a backpack feature subtle, black-on-black accents while the Batman and Riddler watches reflect the duality of heroes and villains with red and green accents. Three jewelry pieces in the collection — a Batman Dog Tag Necklace, a Lava Beads Slider Bracelet, and a Wax Seal Ring — each feature a “secret superpower” so that they double as functional tools worthy of Batman’s utility belt. MSRP: $45-400 | Available: fossil.com

Caped Crusader.” — Jeff Eyser, Revenge Of Comics & Pinball

Tim Burton’s Batman elevated cross-category licensing opportunities in a way that perhaps only Star Wars had matched a decade prior. Apparel, cereal, jewelry, fast food premiums, and — as The Joker would say — “those wonderful toys.” But there were questions as to what was allowed to overlap between “comic Batman” and “film Batman” in licensing that led to debates over the color of Batman’s suit and accessories when manufacturers translated them into toys and collectibles. With those problems ironed out during the licensing for Batman Returns (1992), the seeds were planted for a world where print and screen feed off of each other and fuel consumer interest in tandem. At Revenge Of Comics & Pinball in Los Angeles, the cyclical nature of comics and film is on display this year as fans seek out the stories that inspired The Batman — such as The Long Halloween and Batman: Year One — and collectibles based on The Batman. “People are loving the new movie. We have definitely seen an uptick in interest for all things related to the Caped Crusader,” says Revenge Of Co-Founder Jeff Eyser. “We have some awesome action figures from McFarlane Toys that we recently had to restock. The Riddler is certainly my favorite of the series, but we just got in the Catwoman figures and those are amazing.”

LEGO TECHNIC THE BATMAN BATMOBILE LEGO Bat fans can build a highly detailed replica of The Batman Batmobile with this 1,360-piece LEGO Technic construction set. The model features an opening hood and doors, front wheels with functional steering, differential on the rear wheels, and two light bricks to add a yellow and red glow to the front grille and rear engine. The transparent engine features moving pistons and the rear flame rotates for additional action. MSRP: $99.99 | Available: LEGO Store, select retailers

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FANDOM FEATURE

THE BATMAN 1:6 RESIN STATUE MCFARLANE TOYS/DC DIRECT The World’s Greatest Detective stands tall in this 1:6-scale resin statue from the resurrected DC Direct brand. Inspired by The Batman, this statue features a high-end sculpt and deco, a poseable fabric cape, and a base featuring the Batman logo. MSRP: $169.99 | Available: Amazon, Entertainment Earth, Zavvi

THE BATMAN ORIGINAL MOTION PICTURE SOUNDTRACK 3LP MONDO X WATERTOWER MUSIC Academy, Emmy, and Grammy Award-winning Composer Michael Giacchino’s score to Matt Reeves’ The Batman is presented in a limited-edition, triple-LP vinyl format. This set features haunting themes for Batman, Selina Kyle, and The Riddler pressed on heavyweight 180-gram audiophile quality vinyl. MSRP: $50 | Available: mondoshop.com

One item from McFarlane Toys’ The Batman range is a 12-inch Red & Black figure, which features a non-movie-specific suit. This figure is a perfect example of how the worlds of Batman licensing are now able to overlap and collide thanks to Kenner fighting to make other non-movie-specific suits back in 1992. And now, the licensing efforts extend far beyond the limits of the toy aisles. To best support the new film, Warner Bros. has taken a thoughtful approach to striking deals that make sense for all parties while keeping its focus on the fans. “The balance comes from having incredible partnerships with key licensees and retailers, a great creative team in our division, as well as having our fans top of mind in everything we do — how, when, and where do they want to engage with their favorite characters,” Oberschelp says. “We engage them with a widely available and robust program around tentpole films, but we also know fans love collabs and limited collections like those we did with Carhartt.” In The Batman, Bruce Wayne isn’t afraid to get his hands dirty, whether it be fighting crime or building a Batmobile. Carhartt infused that maker spirit into a limited-edition workwear collection for those who work hard day and night.

A GROWN-UP GOTHAM

Pattinson’s take on Bruce Wayne is more rugged and unrefined than past cinematic depictions of the character, but still, there is a sophistication to his developing persona. Similarly, Zoë Kravitz’s Selina Kyle/Catwoman is both scrappy and stylish, earnest and elegant. Their exploits, set against the backdrop of a Gotham cobbled together from elements of New York, London, Pittsburgh, and Chicago, provide contrast to the chaos of Paul Dano’s Riddler — all of which are inspiring some next-level gear. The PUMA x BATMAN collection merges style and grit with culture and sport across footwear, apparel, and accessories designed to be worn from the streets to the court, the field, and beyond. “High-quality offerings — including Lanvin, Saks Fifth Avenue, Puma, EleVen by Venus Williams, Emilie Heathe, and more — allow fans to immerse themselves in the graphic and unique visuals of Matt Reeves’ Gotham City,” Oberschelp says, noting that kids and adults can still share their fandom. “The collections are edgy, fashionable, and wearable, and the toys are big hits — I mean, have you seen that Batmobile?” The new Batmobile is a fierce beast that is more akin to a muscle car than the tanks of recent years and the more fantastical vehicles of the past. It’s functional, and it has inspired apparel, toys, and collectibles, with Spin Master, LEGO, Mattel, and Jada Toys all getting in on the high-octane action. “Fans have grown up with Batman and he’s grown up with them,” Uslan says. “For kids, it’s new; for parents and grandparents, it’s nostalgic. Comics have grown up with their audience and more fans have discovered Batman.”

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The PUMA x BATMAN collection features an assortment of apparel inspired by the new film, including this Ridder-style T-shirt. Source: Warner Bros. Consumer Products

BATMAN ... AND BEYOND

Following years of films set in the DC Extended Universe, The Batman seemingly reset the stage for stories yet to come … or did it? With the concept of a multiverse, anything is possible. The Gotham that Pattinson’s Batman inhabits is set to expand in a new series being developed for HBO Max to explore the rise of Colin Farrell’s Penguin alongside corruption in the Gotham City Police Department. And, a theatrical sequel to The Batman was announced last month at CinemaCon with Reeves back in the director’s chair. Additional DC projects for the next year include Black Adam, Shazam! Fury of the Gods, Batgirl, Aquaman and the Lost Kingdom, and The Flash. “We’ll have products, collabs, and merchandise on a global scale, as well as more themed experiences popping up around the world inspired by the places and characters in the DC Universe,” Oberschelp says. “And there’s no question that offerings in the digital space, like NFTs, are quickly becoming another fan engagement touchpoint. We’re excited about everything in store for DC in the coming months and years — so stay tuned!” ✪ ABOUT THE AUTHOR James Zahn, best-known as The Rock Father, is a senior editor of the Pop Insider and the Toy Insider and serves as deputy editor of the Toy Book. Frequently called upon for expert commentary on the toy industry, he has been featured in The New York Times, Forbes, and MarketWatch, and has appeared on Yahoo! Finance, NBC, ABC, FOX, CNN, CNBC, WGN, and more. Connect with him on LinkedIn or follow him @therockfather.

THE BATMAN ACTION FIGURE 3-PACK SPIN MASTER This Amazon-exclusive box set includes 4-inch-scale action figures of Batman, The Penguin, and Selina Kyle. Each figure features 11 points of articulation and is compatible with Spin Master’s extensive collection of Batman and DC Super Heroes vehicles and playsets. MSRP: $22.99 Available: Amazon

THE ART OF THE BATMAN ABRAMS BOOKS The Batman director Matt Reeves penned the foreword for this official companion book by James Field. Bat enthusiasts can get an inside look at the production design and filmmaking process behind the film with this image-heavy volume. It features shot-by-shot comparisons between the film and its storyboards alongside concept art, set photos, and more. MSRP: $45 | Available: Amazon, major bookstores

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MERCH MAKERS

IRON STUDIOS HAS ENTERED THE CHAT This Brazilian company is bringing epic pop culture statues stateside. by Marissa Silva, editor-in-chief

or nearly a decade, Iron Studios has given pop culture fanatics in Brazil top-notch collectibles ranging from $20-3,000. And now, the company is making waves with collectors in the U.S. This new-to-market licensee focuses on quality, detail, and fidelity, replicating dozens of most-loved characters in unique ways for hardcore and casual fans alike. Best known for its 1:10-scale figures and statues, Iron Studios has a wide breadth of collectibles in multiple scales ranging from 1:6-1:20. Fans can select iconic heroes and villains from dozens of franchises, such as Marvel, DC, Thundercats, Harry Potter, Jurassic Park, The Lord of the Rings, and more. While there are so many styles, characters, and sizes to choose from, there’s one thing every item in the entire product line has in common: attention to detail.

The Pop Insider spoke with Iron Studios’ Chief Marketing Officer Marcelo Bassoli about what fans in the U.S. can expect from the next big name in collectible statues. The Pop Insider: Iron Studios is pretty new to the U.S. market! What can fans expect from your 1:10-scale statues and other products that’s different from what’s already available from other manufacturers? Marcelo Bassoli: The 1:10 scale is our main line, but we also develop 1:6, 1:4, 1:3, and even 1:20 for special dioramas. Our main goal is always the attention to detail and fidelity to the source material, but we are also very committed to the extension of the lines (creating as many characters as possible) and completely original poses.

PI: How do you work to deliver quality to collectors while also keeping costs as accessible as possible? MB: We will never choose cost over quality, but we know that both are very important for collectors. Bringing the high level of quality that the market demands for larger scales into the 1:10 scale lets collectors have the feeling of owning a really nice statue while paying a lot less for it. Lower prices also give them the opportunity to further expand their collections with more characters. PI: Your collection features so many popular licenses. How do you approach each license differently, and how do you work to make sure the statues stay true to the characters they represent, while also offering fans something new and unique?

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MB: We are also fans, first of all! We would never do something that we would not do for ourselves. That’s one of our “secrets.” We make sure to include this passion we have for the characters in every project. PI: What makes Iron Studios a great partner when it comes to licensing? MB: We do not only make statues. We like to bring the license to life with other experiences. We host live events in our stores and online when we announce new licenses and products. We are partners with Comic Con Experience in Brazil, which is one of the biggest pop culture events in the world. We have a department, Iron Studios Workshop, that is focused on producing props and life-size statues to promote our brand. We even have a team in the Porsche Cup Brazil, and we use the car to promote the licenses we work with. There are many ways to work with each brand and we try to develop them all. PI: On a lot of your pieces, the backgrounds, stands, and bases are often just as detailed as the character itself.

Why is this important? MB: We use all of the elements we can to tell the story of the character or the scene we are representing — every detail counts. When collectors look at the statue, they feel the hard work we’ve put into it, and the details they see will bring to life their best memories of each and every character. PI: So many of your statues have incredible poses that almost make them look like they are frozen in mid-air. How important is creating the illusion of movement in your design process? MB: A statue doesn’t offer many possibilities for modifications. Sometimes they have extra heads and arms, but that’s really it. That’s why we put a lot of work into the concept design phase. We try many things to make the statue unique. We want to impact the collector in a good way, and we think that the dynamism of the poses do that. PI: Tell us a little bit about your MiniCo line of collectibles — it’s so different from the 1:10 statues! MB: We wanted to create our own unique

design for the characters we love. The stylized, fun, but still very detailed designs of the MiniCo line has the intention to bring our work to more fans around the world. PI: Do you personally have a favorite piece that Iron Studios has created? MB: It changes from time to time, but it’s impossible not to have the X-Men Vs Sentinels Dioramas at the top of the list! It’s such an amazing and complex project and it was a great honor to be part of it. PI: What are some long-term goals for the company? Where do you hope to take the brand? MB: We want to be known not only as a collectibles brand, but also as a company that works within the pop culture universe in a lot of different and new ways. We want to provide moments that our customers will never forget. PI: What new collectibles can fans look forward to this year? MB: We will have many great things that we are keeping secret! And, of course ... more X-Men! ✪

Left: Logan X-Men 1:10 Scale Statue • ©2022 Marvel | Right: Harry Potter and Buckbeak – Harry Potter – MiniCo Illusion • HARRY POTTER characters, names and related indicia are © & ™ Warner Bros. Entertainment Inc. J.K. Rowling and Warner Bros. Entertainment Inc. Publishing Rights © JKR. (s22) | Source: Iron Studios

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New Collectibles, Apparel, Accessories, and More Hitting Shelves this Year

YOUTOOZ Youtooz x Five Nights at Freddy’s | MSRP: $29.99 each Available: Summer 2022 These collectible figures are based on Five Nights at Freddy’s, a survival horror game created by Scott Cawthon. There are four limited-edition characters to collect that range from 4.3-4.8 inches tall. The GameStop-exclusive Freddy wears a black bowtie and a black top hat, and is posed with one arm outstretched in a wave and carrying a silver microphone in his opposite hand. The GameStop-exclusive Foxy features bared teeth, a yellow eye, an eyepatch, and arms outstretched with a metal claw and a hook. Bonnie features red eyes, indigo fur, a red bowtie, and a red electric guitar. Chica features a yellow fur suit, magenta eyes, a pink cupcake on a tray, and a bib.

JADA TOYS The Batman Die-Cast 1:18 | MSRP: $60 Available: Amazon, Target, Walmart Inspired by the 2022 movie The Batman, this Batmobile model features working lights and doors and a hood that open. The set includes a 2.75-inch, die-cast Batman figure with a cape, a cowl, and an insignia.

CUBLES Cubles | MSRP: $6.99 | Available: Amazon Cubles are a mashup between origami, puzzles, toys, and crafts. Each figure is made up of CubleStock and features a patented key system that allows parts to move freely through articulation. The line features both original and licensed characters from properties including My Little Pony (pictured), True and the Rainbow Kingdom, KISS — Rock and Roll Over Series, Transformers, Potato Head, Teenage Mutant Ninja Turtles, SpongeBob Square Pants, Cat Kid, Ren & Stimpy, Peppa Pig, Power Rangers, Dungeons & Dragons, Invader Zim, Garfield, and more.

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PLAYMATES TOYS

MASTERPIECES

Teenage Mutant Ninja Turtles vs Street Fighter 35th Anniversary Two-Packs | Ages: 8+ | MSRP: $39.99 each | Available: Fall 2022

NASA — The Space Missions 1,000-Piece Puzzle | MSRP: $15 Available: masterpiecesinc.com

Street Fighter celebrates its 35th anniversary this year, and now the team will battle against formidable opponents: the NYC sewer-dwelling, crime-fighting, pizza-loving Teenage Mutant Ninja Turtles. In this 2-pack series, each Ninja Turtle and Street Fighter figure stands 6 inches tall. Leonardo and Michelangelo feature 34 points of articulation each, and Ryu and Chun Li feature 20 points of articulation each.

This 1000-piece, space-themed puzzle features a celebration of the NASA space exploration program. The puzzle depicts the history of NASA’s space missions with images of mission patches.

AQUARIUS FUN IN MOTION TOYS Grateful Dead x Shashibo | MSRP: $25 | Available: Amazon Transform these Grateful Dead-themed, magnetic puzzle cubes into 70 shapes. Fans can collect and connect them to reveal new shapes. The cube features iconic Grateful Dead art such as Steal Your Face, Haight-Ashbury, Dancing Bears, and Skull and Roses.

STERN PINBALL

500-Piece Jigsaw Puzzles MSRP: $14.49-24.99 Available: Amazon Aquarius debuted new licensed puzzle designs this spring, including Marvel Studios’ Loki (pictured), Peanuts’ Joe Cool, and Lord of the Rings’ Gollum. There is also a new puzzle set that includes pieces for three 500-piece, Marvel-themed designs.

The Mandalorian Pinball MSRP: $6,899-8,999 Available: shop.sternpinball.com This action-packed pinball game transports players to a galaxy far, far away as they play as The Mandalorian. Players must team up with key allies and protect Grogu as they battle dangerous enemies and forces across their journey. Choose from either the pro model or the premium model.

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EAST SIDE GAMES GROUP The Office Somehow We Manage Mobile Game MSRP: Free | Available: Apple App Store, Google Play If you feel God in this Chili’s tonight, you’ll love this free-to-play mobile game inspired by The Office. Fans can relive memorable moments from the show and tap their way to record profits to save the Scranton branch from downsizing. The animated, narrative, idle-tapping game includes customization options for players to unlock and upgrade characters and their desks.

ROLLACRIT Catan Seaside Resort Collection | MSRP: $30-45 Available: rollacrit.com Take your love of Catan from the tabletop to the street with this officially licensed collection, available as a tote bag, throw blanket, and T-shirt. The tote bag is made from 100% spun polyester fabric and measures 15 by 15 inches; the throw blanket is made from 100% polyester and is 50 by 60 inches; and the T-shirt is made from 100% ring-spun cotton and is available in sizes small-5X.

JADE CITY FOODS

THAMES & KOSMOS

Popeye x Jade City Foods Hot Sauces | MSRP: $75 Available: food.popeye.com

EXIT: The Lord of the Rings — Shadows Over Middle-earth | MSRP: $19.95 Available: Summer 2022

Are you as tough as Popeye? Find out with this line of hot sauces! There are four flavors offered in various levels of heat: Popeye’s Strong to the Finish Hot Sauce (jalapeño spinach); Eugene the Jeep’s Jeep! Jeep! Magic Hot Sauce (pineapple habanero); Wimpy’s I’ll Gladly Pay You Tuesday for Some Burger Sauce Today (sweet and smokey sriracha); and Bluto’s You Can’t Handle My Hot Sauce, Runt! (reaper, scorpion, and ghost peppers).

We’re going on an adventure! Middle-earth is in grave danger and Frodo and the Fellowship are on their way to Mordor to destroy the One Ring, but they need your help. In this game, players will join the Fellowship and make haste to carry out Gandalf’s secret assignments. Can you buy Frodo enough time to reach Mount Doom?

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SILVER BUFFALO Star Wars: The Mandalorian Grogu Ceramic Mini Planter | MSRP: $19.99 Available: Toynk Grogu charmed you with his hover pram, love of snacks, and general antics. Now, get ready for more incredibly adorable charm, this time on your shelf. The Child is introducing some greenery into your galaxy as he holds a potted faux succulent, prepared to liven up your home with this precious cargo.

SUPER7 Peanuts ReAction Figures — Snoopy Assortment | MSRP: $18 Available: Amazon

UNIQUE VINTAGE Care Bears x Unique Vintage Denim Jacket | MSRP: $110 Available: Summer 2022 Wear your (caring) heart on your sleeve! This light blue denim jacket features an embroidered Care Bear holding a colorful heart with sparkles around it. It also features dual front flap pockets and button cuffs.

Charles Schulz’s iconic Peanuts comic strip inspires this new collection of six Snoopy ReAction Figures: Lumberjack Snoopy, Puffy Coat Snoopy, Franken-Snoopy, Secret Agent Snoopy, Surfer Snoopy, and Baseball Snoopy. Each 3.75-inch figure comes on a vintage-style cardback featuring comic strip art.

LEGO Back to the Future Time Machine | MSRP: $169.99 Available: lego.com Go back to the future like never before with this buildable model from the LEGO Creator line. With this 1,872-piece set, fans can now build the car from the Back to the Future movies. Accurate to the trilogy, the set features wheels that fold down for flight mode, opening gull-wing doors, a light-up flux capacitor, printed dashboard dates, swappable license plates, a box of plutonium, LEGO minifigure versions of Doc Brown and Marty McFly, and McFly’s hoverboard.

SMART POP BOOKS The Princess Bride: The Official Cookbook | MSRP: $24.95 Available: Dec. 6 As you wish. This cookbook features more than 50 recipes for dishes seen in — and inspired by — The Princess Bride, from Buttercup Buttermilk Scones and Hash You Wish to Six-Fingered Sandwiches and Bread Pirate Roberts.

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COOLPROPS Robocop — Robocop Life-Size Bust Prop Replica | MSRP: $2,000 Available: coolprops.com (preorder to receive Spring 2023) This bust from the 1987 Robocop film recreates the character’s original suit into a life-size bust. Created from a mold of the original Robocop suit, this figure features silver and blue metallic paint and a base that includes the Omni Consumer Products’ company logo.

BANDAI Stranger Things 11-inch Demogorgon Ages: 8+ | MSRP: $39.99 Available: Amazon Bandai brings one of Stranger Things’ most-recognizable monsters from the Upside-Down, the Demogorgon, to your shelf as an 11-inch figure with a true-to-series design and more than 20 points of articulation.

KONAMI DIGITAL ENTERTAINMENT Ghosts From the Past: The 2nd Haunting | MSRP: $19.99 Available: Summer 2022 This Yu-Gi-Oh all-foil card box includes a mix of tournament favorites, upgrades to old favorites, and new cards with monsters like the Borrelend Dragon. Some boxes will include one of nine Ghost Rare cards. This set includes four packs of cards per box, which is more than the usual three, for a total of 20 cards per box.

DIAMOND SELECT TOYS JCVD Gallery Jean-Claude Van Damme PVC Diorama | MSRP: $49.99 Available: Fall 2022

DISGUISE Funko – Wonder Woman Half Mask MSRP: $19.99 | Available: Fall 2022 Become the Funko Pop! you love so much! This fully screen-printed mask features Wonder Woman’s face and a half-tone printed window for visibility and safety. It features an adjustable elastic strap and foam at the forehead and chin to make it comfortable to wear. The mask also has an attached hang tag inside to display it next to your Funko collection. The mask is available in one size fits most.

The Muscles from Brussels kickboxes his way right into your collection. This 10.5inch figure depicts the young Jean-Claude Van Damme getting ready to perform some Van-damage with a high kick performed in front of a gong.

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WHAT DO YOU MEME? What Do You Meme? 90 Day Fiancé Expansion | MSRP: $14.99 Available: Amazon

ZALES Enchanted Disney Ballroom Jewelry MSRP: $1,699-6,499 Available: zales.com

Using What Do You Meme?’s fast-paced gameplay, fans will take turns mixing and matching hilarious caption cards with iconic images from 90 Day Fiancé. This expansion pack includes 50 caption cards and 30 photo cards, all themed and inspired by favorite moments from the show.

Zales’ Enchanted Disney Ballroom collection has new pieces that pay tribute to Disney royalty, including diamond, rose-shaped drop earrings inspired by Belle (pictured); a Mulan-inspired diamond bracelet; and a labradorite ring with diamond leaf-sides for Moana.

ORIGINAL STITCH Custom One Piece Shirts | MSRP: $100 (adults); $85 (kids) Available: originalstitch.com This new shirt collection features more than 30 prints based on the anime series One Piece. There are also matching masks and bandanas available for fans to purchase. The collection features Monkey D. Luffy, Zoro, Nami, and other favorite East Blue characters, along with StrawHat Pirates from across the entire One Piece series.

ATA-BOY INC. Catan Refrigerator Magnets MSRP: $3.99 | Available: Amazon Bring the Settlers to the kitchen with this refrigerator magnet collection inspired by Catan. Each 2.5-by3.5-inch, full-back magnet features a full-color, laminated image depicting an element, slogan, or artwork from the popular tabletop game.

CURAD CURAD Kendra Dandy Designer Adhesive Bandages MSRP: $6-10 | Available: Amazon Medline brand and medical products provider CURAD has partnered with artist and influencer Kendra Dandy of Bouffants & Broken Hearts to feature her designs on adhesive bandages.

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BASIC FUN! Lite-Brite Stranger Things Special Edition MSRP: $19.99 | Available: mass retailers It’s the ‘80s, baby. Create lightup art with this high-definition, Stranger Things Special Edition Lite-Brite set that comes in retro packaging. This set includes 12 templates with designs inspired by the entire Stranger Things series, including the fourth season, featuring the iconic holiday lights, the Demogorgon, and more. It also includes 650 micro pegs, a high-definition grid, and four light modes to add detail to your creations. Retailers have exclusive themed collections.

MOOSE TOYS Fall Guys: Ultimate Knockout Plush MSRP: $12.99-29.99 Available: GameStop This premium line includes Fall Guy’s most popular and most recognizable characters in collectible plush form. The plush feature unique patterns and costumes and come in three sizes: 8, 12, and 18 inches. The spring launch featured nine small plush, two medium plush, and two large plush, with more to follow in the fall.

MEUNDIES Star Wars x MeUndies Collection | MSRP: $10-26 Available: meundies.com Match your favorite person in the galaxy (or go Solo) with MeUndies’ Star Wars collection. Get limited-edition prints in styles including men’s boxer brief and trunk; women’s boyshort, cheeky brief, and romper; a unisex onesie; and quarter socks — all ranging in sizes XS-4XL. The new prints, Lightspeed (pictured in men’s boxer brief and women’s boyshort) and Rebel Squadron, feature original artwork by MeUndies designers that celebrates both light and dark elements of the franchise.

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JUST FUNKY My Hero Academia Deku Lamp MSRP: $32.99 Available: Summer 2022 Light up each room with this My Hero Academia-themed lamp. Modeled in the shape of Deku, this lamp is sure to illuminate even the darkest of enemies.

FANATTIK Willy Wonka Limited Edition Coin MSRP: $14.99 Available: wearefanattik.com Enter a world of pure imagination with this limited-edition, embossed coin. Each Willy Wonka coin is individually numbered from an edition of 9,995 pieces and comes packed in an acrylic case for storage and display.

STEIFF Steiff James Bond 007 Limited Edition Teddy Bear | MSRP: $349 Available: Summer 2022 This year marks the 60th anniversary of Dr. No, the first cinematic adventure for James Bond. This limited-edition teddy bear celebrates the legacy of 007 with a James Bond 60th Anniversary logo on its foot and a tuxedo outfit.

PLAYMOBIL Playmobil Mercedes-Benz 300 SL MSRP: $79.99 Available: Summer 2022 The classic sports car icon from the 1950s is now available as a Playmobil version with hinged gullwing doors, chrome-colored bumpers and radiator grille, and ‘50s-themed accessories. The set includes a racecar driver, a mechanic, a toolbox, a finish line flag, a pit board, and other accessories.

CAKEWORTHY Neopets — Your Neopets Are Dying Flannel | MSRP: $49.95 Available: cakeworthystore.com, neopetsshop.com Consider this your reminder to check on your Neopets. This nostalgic flannel features a “dying” Shoyru character on the front pocket, the Neopets logo on the collar, and the quote “Your Neopets are dying” on the back.

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REVOLUTION BEAUTY

YUME

I Heart Revolution x Dr. Seuss Palette Collection | MSRP: $50 Available: revolutionbeauty.us

Stranger Things Upside Down Capsules | MSRP: $11.99-24.99 Available: Hot Topic, Target, Walmart It only gets stranger. Fans can unbox this Stranger Things-inspired collection to find collectible figures of characters from the Netflix series and a related display card that serves as a background. Collectors can display the figures in two ways using the included bases.

Oh, the places you’ll go — looking fab! This whimsical makeup collection inspired by nostalgic Dr. Seuss classics features a variety of colors and textures across eyeshadow palettes, eye crayons, and more.

THINKFUN Cold Case: Murder with Interest MSRP: $14.99 Available: Summer 2022 Whodunnit? Step into the role of investigator to examine unsolved cases from years ago. Players will work to follow clues that the police could never find and piece together details about murders. The game comes with case materials to support a complex story that players will follow to crack the case.

HEXBUG

FUNKO GAMES Ted Lasso Party Game | MSRP: $19.99 Available: Summer 2022 Believe! Join the coaching staff at AFC Richmond and choose how you help your friends and footballers in this feel-good, cooperative party game designed for 2-6 players. Remember, if you ever get stuck: Just break out the biscuits!

BattleBots Rivals 6.0 (Rusty and Hypershock) | MSRP: $54.99 Available: August 2022 Rusty and Hypershock are the newest BattleBots Rivals and are compatible with previous HEXBUG BattleBots infrared products. They come with four-channel controllers that fans can use to knock off their opponent’s armor to win battles. Fans can reattach the armor and battle again.

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CHRONICLE BOOKS LEGO The Art of the Minifigure MSRP: $35 | Available: Summer 2022

FACTORY ENTERTAINMENT Game of Thrones — The Royal Crown of Queen Sansa Stark Limited Edition Prop MSRP: $249.99 Available: factoryent.com

This hardcover book commemorates the history, evolving design, and impact of the iconic LEGO minifigure. The book features interviews and essays, photography, and never-before-seen visuals from the LEGO archives.

We bend the knee to the Queen of the North! This accurate replica of Sansa Stark’s crown from Game of Thrones is crafted from metal and features a set of Direwolves in the center, the sigil of House Stark. The collectible includes an iron sword motif display stand for the replica to rest on four sword hilts.

KAY JEWELERS Disney Treasures Collection | MSRP: $349.99-449.99 Available: kay.com The newest additions to Kay Jewelers’ Disney Treasures collection are inspired by iconic characters and imagery from Disney and Pixar movies. New styles include the Toy Story Diamond Sheriff Badge Necklace, the Coco Garnet and Diamond Flower Earrings, and the Up Kevin Multi-Gemstone and Diamond Necklace (pictured). All three pieces are made of sterling silver with accents of yellow gold, rose gold, and two-tone gold, respectively.

POWERTOWN WRESTLING

INSIGHT EDITIONS Marvel Anatomy: A Scientific Study of the Superhuman | MSRP: $85 Available: Fall 2022 Ever wonder what gives someone a superpower? This book shows the anatomy of Marvel heroes and villains by going under their skin to explore their powers. This volume features anatomical cutaways of famed characters, including Spider-Man, Wolverine, Deadpool, Thanos, Mystique, The Hulk, The Thing, and more.

PowerTown Series 1 Action Figures | Available: Fall 2022 Take it to the mat with the first wave of 7-inch-scale action figures from the team behind the REMCO wrestling figures of the 1980s. Collectors can assemble their own tag team or crew with six icons from the ring, including Verne Gagne, Lou Thesz, Stan Hansen, Ted DiBiase, Magnum TA, and Kerry Von Erich. Each figure will include personalized accessories, such as custom ring wear and championship belts.

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RAVENSBURGER

DAPHYL’S

Disney Villainous: Bigger and Badder MSRP: $29.99 | Available: Target

Bob Marley Ultralight Umbrella Stroller | MSRP: $89.99 Available: daphyls.com

Sometimes it’s good to be bad. Two to three players can come together to play as iconic Disney characters in this card game, which is an expansion of the Disney Villainous line. Some of the characters included are Syndrome (The Incredibles), Lotso Bear (Toy Story 3), and Madam Mim (The Sword in the Stone).

Every little thing — and little one — is gonna be alright with this baby ride! This stroller features Bob Marley imagery, a five-point safety harness, double rear locking wheels, padded handle bars, an undercarriage basket, a universal cup holder, an adjustable shoulder strap, and an adjustable sun or rain visor. The stroller meets all CPSC and CPSIA safety features.

MAESTRO MEDIA The Unboxing of Isaac MSRP: $30 for monthly subscription; $35 for one-time purchase | Available: maestromedia.com This monthly subscription box features exclusive, limited-edition T-shirts based on the The Binding of Isaac video game franchise. Each box will also contain exclusive artwork, stickers, and Four Soul cards for the The Binding of Isaac: Four Souls tabletop game. All monthly shirts will remain a secret until the start of the month, and they will all feature art from Edmund McMillen and The Binding of Isaac, including collaborations with artists like Tom Bunk, Daniel Shaw, Jimbo Phillips, Angela Ho, Sr Pelo, and more.

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UKONIC Xbox Series X Replica Mini Fridge Thermoelectric Cooler MSRP: $129.99 | Available: Toynk

SUPER IMPULSE World’s Smallest Micro Figures Ages: 6+ | MSRP: $6.99 Available: Amazon, Target, Walmart

Don’t mix this up with your actual console! This Xbox-themed mini fridge features a matte-black exterior and can hold up to 12 cans with two door shelves. It includes LED and surface features made to resemble the Xbox Series X, AC and DC power cables, and a USB charging port for devices.

Super Impulse’s line of World’s Smallest Micro Figures expands with figures from Dungeons & Dragons, Mego Horror Series 2, Universal Horrors, Stan Lee, The Big Lebowski, and Rick & Morty. Each 1.25-inch figure has three points of articulation and comes with a mini collector case, a figure stand, and accessories for the figures to hold.

WINKY LUX Winky Lux x The Charmsters Makeup Collection | MSRP: $16 Available: October 2022

FYE

The diverse and joyful Charmsters characters inspire this new collection of makeup, including the Winky Lux x The Charmsters Persistent Poppy Lip Gloss and Winky Lux x The Charmsters Tenacious Eminence 4 Well Eye Shadow Palette.

Jurassic World Dominion Temporary Tattoos | MSRP: $9.99 Available: Summer 2022 Display your love of all things dino with these Jurassic World Dominionthemed temporary tattoos. The set includes 20 temporary tattoos and an application sponge.

ROBE FACTORY Thor’s Hammer Meat Tenderizer | MSRP: $27.99 Available: Toynk Think you’re worthy enough to wield Mjolnir? Test your strength with this meat tenderizer that is is made from stainless steel with rubber handles that mimic the leather details on Thor’s hammer in the Marvel Universe.

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SPONSORED

iconic characters of Sesame Street. The first two drops in the collection were prized by sneakerheads and Sesame fans — and now five more Sesame Street friends will be hitting the court, featuring new designs based on Cookie Monster, Oscar the Grouch, Lily the Tiger, Abby Cadabby, and Elmo. We love how Under Armour’s Curry Brand is right at the intersection of cool and social good. As a mission-driven brand committed to helping kids grow smarter, stronger, and kinder, that speaks to us. From the designs to the technology, these sneakers capture the essence of what is so unique about our brand; this collaboration gives generations of fans a whole new way to show their love of the Sesame Street Muppets. PI: Summer is around the corner and what better way to have fun in the sun than at a theme park? Tell us about Sesame Place San Diego. GA: If you love rollercoasters, water

Sesame Place San Diego is the newest theme park experience for fans. | Source: Sesame Workshop

Uni by Neue Regular Talking Trash sneaker, inspired Oscar the 7pt font,Brand. 9pt leading Grouch, from Under Armour’s Curry Source: Sesame Workshop

slides, and Sesame Street, it’s an absolute must-visit! Sesame Place San Diego is the newest theme park in California and the first Sesame Place on the West Coast. With surprises on every corner, fans of all ages will find never-ending adventures waiting for them: a Sesame Street parade, an engaging musical play area, one-of-a-kind photo opportunities, and a never-before-seen live character show

called “Welcome to Our Street.” The show stars Elmo, Abby, Grover, Rosita, and Cookie Monster as they all work together to find the perfect way to welcome their new friends to Sesame Street. Already a fan favorite on the East Coast, the award-winning Sesame Street Party Parade is filled with costumed characters, floats, music, and performers jumping rope, hula hooping, and grooving with their furry friends. The park is full of immersive experiences, water attractions, family-friendly rides, and entertainment. Best of all, fans will finally be able to see Elmo and all his friends as they take a stroll through the beloved Sesame Street neighborhood. PI: Earlier this year, you announced Just Play as your multiterritory master toy licensee. Can you tell us more about this partnership? GA: We are so excited to have Just Play as our multiterritory master toy licensee for North America, Latin America, Europe, the Middle East, and Africa. In this multiyear partnership, Just Play will manufacture and market an expansive array of products featuring Sesame Street characters. Starting in 2023, Just Play will create engaging and educational products that will roll out throughout the year and beyond. Key preschool play patterns and categories include plush, figures, playsets, vehicles, role-play and dress-up products, bath toys and accessories, and learning toys. Creating unique and powerful experiences for kids and families to play and learn is a huge priority for Just Play — and for us, too! Those deep connections drive everything we do at Sesame Workshop. Another thing we love about this partnership is that Just Play will contribute to Sesame Workshop’s social impact efforts, too. The industry-leading toy company will provide funding for vital initiatives that bring critical early learning and support across a broad variety of challenges to kids around the world. ✪ THEPOPINSIDER.COM | #FuelYourFandom | 35

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RETAIL RUNDOWN

Source: FYE

Inside FYE’s Transformation from Record Store to Must-Shop Pop Stop

t was November 1993: Alternative rock was dominating the airwaves with Nirvana’s In Utero, Smashing Pumpkins’ Siamese Dream, The Breeders’ Last Splash, and Counting Crows’ August and Everything After, among the multitude of albums released that year that we would eventually hail as classics. But genres — and listener tastes — were all over the place. While Pearl Jam was a month into the success of its second album, Vs., Meat Loaf was riding high with Bat Out of Hell II: Back into Hell, and by the end of November, both Snoop Doggy Dogg and Wu-Tang Clan had released critically acclaimed debut albums. Amid all of these iconic releases, at Trumbull Mall, the oldest enclosed shopping center in Connecticut, Trans World Entertainment Corp. celebrated its 20th anniversary by opening the gates to its newest retail concept: For Your Entertainment (FYE). Trans World began as a wholesaler in 1972 and formally became a retailer in 1973 when founder and CEO Bob Higgins opened his first Record Town store in Albany, New York. Through a series of mergers and acquisitions, the company absorbed dozens of national and regional nameplates — including Camelot Music, The Wall, Coconuts, Disc Jockey, and Wherehouse Entertainment — all while building new concepts of its own. In un-

by James Zahn, senior editor der a decade, the FYE brand took center stage and Trans World rebranded most of its stores under the abbreviated name. When Higgins died in 2017, Billboard called him “the industry’s consolidator,” and it was one of his biggest acquisitions — a 2006 deal for Musicland Group, including Sam Goody and Suncoast — that came just as the music industry was collapsing and the future of physical media faced a rapid decline.

“An entire family should be able to shop our store and find something they love.” — Jodie Evans, FYE

FROM POP CHARTS TO POP CULTURE According to the Recording Industry Association of America (RIAA), sales of physical CDs peaked in 2000 at $13.2 billion. Following a dip for a few years, CDs spiked again in 2004 before falling off a cliff — along with all recorded media. FYE managed to outlive Tower Records, the Virgin Megastore, and other entertainment retail giants, but its own footprint — more than 1,000 stores at its

peak — was shrinking each year. There’s a saying in business that fit the uncertain future of FYE: Evolve or die. FYE’s Senior Vice President of Entertainment Merchandising and Marketing Jodie Evans witnessed the evolution first hand. Evans started with the company as a music buyer more than 20 years ago and says that FYE’s mission involves catering to many interests. “We want to provide our customers with the ultimate pop culture entertainment experience,’’ Evans says. “An entire family should be able to shop our store and find something they love.” As the selection of music and movies scaled back, FYE devoted increased square footage to toys, collectibles, apparel — and even food items — that are heavy on licensing and firmly rooted in pop culture fandoms for kids and adults. In doing so, FYE developed a network of collaborators that are nimble and able to strike when a new property trends. “Speed to market has been one of our greatest challenges, especially in the last two years,” Evans explains. “We have great partners who have worked with us to fast-track approvals, but even so, we’ve run into the same supply chain issues everyone has experienced.” One big property that could’ve seen licensed merch hit the market in record time, but was ultimately stalled thanks

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to the global supply chain saga of 2021, was Squid Game. “We presented a great concept to Netflix and they moved very quickly to get it approved, but we were met with delays on the manufacturing side at every turn,” Evans says. “Unfortunately, we were not able to get product on the floor for Christmas, but when we launched our Squid Game Dalgona Lollipops in February, we still saw strong sell through.” FYE’s eagerness and reputation for newness and innovation does not go unnoticed within the pop culture industry. Over the past few years, Uncanny Brands has worked with FYE to develop a wide range of exclusive products, specifically pop culture-inspired small appliances. During the holiday season, Uncanny launched a My Hero Academia Waffle Maker with FYE and a new collection of items inspired by NBC’s The Office recently hit stores. “We love FYE because they have an amazing pulse on what is trending in pop culture,” says Uncanny Brands President Matthew Hoffman. “They have a symbiotic relationship with their customers — consumers at the cutting-edge of new trends and properties who know FYE moves quickly to create cool new products for the hot trends.” Evans says that the company is also beginning to focus on some evergreen licenses in order to create unique marketing events — and collaboration is key. According to Hoffman, sometimes the property drives the product, but brainstorming sessions between teams can result in new combinations of licenses and products that weren’t previously on the table. “We were discussing our trends for slow cookers when the FYE team Source: FYE

FYE’s licensing collaborations result in unique and exclusive products for all ages, incuding food items and collectibles inspired by retro hits and on-trend internet sensations. | Source: FYE

brought up the fun prospect of pairing that with Kevin’s chili from The Office,” he says. “Same with our Dunder Mifflin mugs and coffee makers.”

NEW OWNER, NEW OPPORTUNITIES More than two years ago, Trans World found itself in a precarious financial situation. By December 2019, the company — which was placing increased emphasis on non-FYE-related digital businesses — questioned whether it could keep the retail operation going. Then, in January 2020, fortunes changed as Trans World sold FYE to a subsidiary of Canada’s Sunrise Records and Entertainment Ltd., led by Doug Putman, owner of toy and game distributor Everest Toys. Since that time, Putman has also acquired Alex Global Products and Toys “R” Us Canada, and the synergies are beginning to pay off. “Doug’s relationships and new acquisitions have given us the opportunity to offer a wider variety of products in FYE,” Evans says. “We have expanded some of our product lines and are offering new items like paint-by-number and crossstitch kits that we’ve developed with Alex Global Products.”

BUILDING A BIG FUTURE Before the pandemic changed the world, FYE was making its presence known beyond the mall. The company set up shop with booths at live conventions and fan events, including Chicago’s C2E2 in 2020. As the con circuit started ramping up again last fall, FYE was back in attendance.

“We will continue to support live events in the future as long as we are able to keep our fans and our team working at the event safe,” Evans says. “We were on-site for New York Comic Con (NYCC) in October and I thought ReedPop did an excellent job of managing that event and ensuring every fan had a great experience. We continue to connect with our fans through social engagement, our online store, fye.com, and, of course, through our physical stores; I don’t think that ever really changed other than stores having to temporarily close [due to the pandemic] in 2020.” Looking ahead, fans can expect a wide array of new products to hit FYE throughout the year. The company’s consumables line — which has spawned products such as Garbage Pail Kids candy bars and Masters of the Universe (MOTU) cereals and hot sauces — is expanding. New programs on the horizon include an exclusive Care Bears 40th anniversary line; Jurassic World and MOTU craft kits; Godzilla collectibles; a Hamsta World collaboration with Happy Ink; and Shrek and Hatsune Miku x Pusheen products. “We look for licenses that have longevity and strong brand recognition,” Evans says. “It definitely helps that we have so many fans of so many different properties here, too; we like to have a strong list of product concepts [to develop] for each one.” With a product mix that truly encompasses a little bit of everything and ownership with strong ties to entertainment, toys, and collectibles, FYE is poised to continue its evolution to serve enthusiasts of many fandoms for years to come. ✪ THEPOPINSIDER.COM | #FuelYourFandom | 37

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FLAUNT YOUR FANDOM

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STRAIGHT FROM THE HORSE'S MOUTH MY LITTLE PONY COLLECTION FROM DIM MAK

Steve Aoki’s fashion label Dim Mak is joining forces with Hasbro for a line of retro-inspired apparel based on the first generation of My Little Pony from the early ‘80s. It doesn’t matter if you’re a unicorn or a pegasus: Everyone is welcome in Ponyland. MSRP: $38-$78 Available: dimmakcollection.com, NTWRK

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You’ll look right at home in Springfield with this relaxed-fit, denim jacket featuring an embroidered graphic of Bart on the back and even more Simpsons characters printed on the interior lining.

Jeff Goldblum is here to watch over your belongings with this Jurassic Park-themed tote bag that features Dr. Ian Malcom on one side and the film’s perilous T. rex car scene on the other.

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WAKKA WAKKA WAKKA PAC-MAN COLLECTION FROM LESPORTSAC

Look the part when you head to the arcade with a collection of handbags, duffle bags, backpacks, and carrying cases infused with colorful Pac-Man icons and custom, arcade-inspired graphics. Just don’t get caught by those ghosts!

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MARVEL COLLECTION FROM PANDORA Avengers, assemble your bracelets for a wrist full of charms based on Marvel heroes and icons, including Iron Man, Black Panther, Hulk, the Infinity Gauntlet, and more. Fans can display these charms on existing Pandora bracelets, necklaces, and keychains or buy the new Avengers bracelet that features the team’s “A” logo as the clasp. MSRP: $50-290 | Available: Pandora

MSRP: $28-198 Available: lesportsac.com

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Exploring the Allure of Fandom-Fueled Cosmetics and Haircare Collections by Madeleine Buckley, senior editor

hen you pass someone on the street, there’s no way to know their pristine curls came from a pink, ceramic hair tool adorned with the iconic Barbie “B.” And just by looking at someone in a restaurant, you can’t tell that their red lipstick is the exact shade of Mickey Mouse’s shorts. But, there’s a chance that it is. Licensed cosmetics and hair products are trendier than ever. Unlike pop culture-inspired T-shirts, jewelry, or bags, they don’t display an obvious homage when fans use or wear them. Yet, some intricate eyeshadow palettes and sculpted makeup brushes have become collectibles that are as highly sought-after as action figures or prop replicas. Collaborations with influencers and celebrities may seem like the more natural licensing fit for the beauty space, but cosmetic companies have found mainstream Source: Hally success by tapping into pop culture. Beauty merch makers, including — but certainly not limited to — HipDot, Urban Decay, ColourPop,

Ulta Beauty, Pat McGrath, Hally, CHI, and Bésame Cosmetics, have partnered with popular shows, movies, and even food brands to create licensed collections for fans. And while each of these companies brings a distinctive approach to beauty licensing, one constant rings true: It’s so much more than putting an image on a box. Creating a successful licensed beauty collection starts with finding the right partnership, according to Lisa Marie Garcia, president of innovation at CHI. The haircare brand launched a collection of Barbie-branded hair styling tools in 2020, followed by a Malibu Barbie 50th-anniversary collection last year, with more Barbie items on the way this summer. Garcia, who has worked on multiple licensed collections, calls the ongoing Barbie collaboration a dream. “Some [licenses] work and some don’t,” she says. “It all depends on the partnership, and Barbie has been the successful one.” She credits this success in part to how easy Barbie brand owner Mattel is to work with. But also, she says Barbie makes sense for the CHI brand. “If you're a hairdresser or a girl, what’s the first thing you did?” Garcia says. ”You played with Barbie — her hair and her clothes. So it is a natural fit.” Another hair-focused brand that’s a bit newer to licensing is Hally, which offers ammonia-free, at-home hair

dye. Shortly after Hally launched last year, Disney reached out about collaborating for the Disney and Pixar movie Turning Red. Hally Founder and CEO Kathryn Winokur thought the partnership was an authentic match. “Before-and-afters are critically important for marketing hair color,” she explains. “What made Turning Red such a great fit is that Mei’s hair does [magically] poof to become bright red!” Of course, finding that partner is only the start of a lengthy, complex product development process. Throughout, these hair care and cosmetics companies must consider both the fans and larger beauty trends in every single detail. As a retailer and a manufacturer, Ulta Beauty understands both of these factors. “Our recent Ulta Beauty Collection collaborations, including Gilmore Girls and Disney and Pixar, were like love letters to fans of those franchises. We wanted to evoke a nostalgic feeling with throwbacks that are beloved. … We [also] want to ensure the colors from the artwork are season-appropriate, trend-forward, and that they can

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An eyeshadow palette inspired by Disney and Pixar’s Finding Nemo | Source: Ulta Beauty

be translated to the packaging or shade options seamlessly. It’s a very thoughtful process from start to finish with our guests’ needs and wants top of mind,” says a representative from the company. For HipDot CEO and Co-Founder Jeff Sellinger, the most important element is telling a strong story. He seeks out brands with “cult-like followings” to find this storytelling potential. ”We’re trying to create memorable, elevated experiences,” he says. “Every aspect — from product selection to the color stories, design, and scents, down to the tactile experience and shade names — are shaped to tell the story.” HipDot’s licensing partners have

included Nickelodeon for SpongeBob SquarePants and Rugrats, Reese’s, Hasbro Games, Tapatío, and more. And some of those storytelling details that make the collections extra special? A coffin-shaped collector’s box for its Addam’s Family collection, a peanut-butter scent in the Reese’s lip balms, and even a special ingredient in the Tapatio collection to create a lip-tingling effect. Bésame Cosmetics, too, pays particular attention to detail when crafting its licensed collections. Founder Gabriela Hernandez says the team does extensive research to find colors that directly match the character, show, or person they are showcasing, instead of simply taking inspiration from them. Bésame tends to focus on more historical-based collections — including Sleeping Beauty, Snow White, and Marvel’s Agent Carter — and Hernandez always aims to make the collections feel authentic to the era during which the show or movie takes place. She will find and use exact colors: the shade of Snow White’s gown in the original film, for example, or an ink color the Disney animators used. “For me, it has to be true to that character,” she says. “We actually want to be accurate and give people colors that are not only fashionable,

Hair tools from CHI’s ongoing Barbie collaboration with Mattel Source: CHI

Items from HipDot’s Reese’s collection | Source: HipDot

but also relevant to that character and the period that that character was around.” While developing products for the company’s Iconic Women Series, which has featured Lucille Ball and Marilyn Monroe, Hernandez went so far as to buy items from these pop culture icons’ estates. It’s this kind of effort and detail that attracts fans to licensed beauty collections. Hernandez believes the collections are so popular because fans feel so attached to certain characters and brands, either from deep-rooted nostalgia or from a place of identity and connection. One standout example Hernandez gives is Bésame’s 2018 Agent Carter collection. Because the Marvel show had a smaller licensing program, there weren’t many existing assets off of which to work. This gave Bésame a lot of creative control, so Hernandez and her team designed items that Peggy Carter herself would have owned, like a compact mirror and a passport-shaped eyeshadow palette. She says this resonated strongly with fans, even recalling how some women cried with joy when they saw the collection at a fan convention. “You’re buying something that sat on her vanity,” Hernandez says. “You’re buying something that she wore. It’s a different type of connection to it. So we try to make things that seem personal to the character, and they are then personal to the consumer.” While these collaborations certainly THEPOPINSIDER.COM | #FuelYourFandom | 41

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FANDOM FEATURE

have a lot to offer to fans, they also bring value to the companies making them. For one thing, licensing can offer a chance for newness in a category that, as Garcia describes it, can be a bit stagnant. “You know, we’ve done so much with flat irons over the years. We’ve done every color, every pattern, everything you can imagine,” she says. “With Barbie, I think the licensing and the collaboration brings a whole new level of newness to brands. They allow us to refresh ourselves and tell different stories and bring other people along on the journey with us.” Ulta Beauty also notes that collaborations are an opportunity to try unexpected pairings and more experimental colors or formulas. These collections also tend to generate a lot of conversation on social media. Fans and influencers discuss the upcoming releases, which are often teased over a series of posts, and later share their unboxing experiences or the looks they create with a specific licensed collection. This not only builds a sense of community for fans, but also generates brand

awareness for both companies. “The opportunity to create a buzz and attention is massive when done well,” Sellinger says. “Marketing opportunities are very strong with collabs as there are influencers who already love the particular brands, and there are large pockets of potential buyers who can be targeted. The opportunity to create virality is very strong, which is a goal of everything we do.” Garcia highlights the cross-generational social media buzz around CHI’s Barbie collection as a major upside for the brand, while Winokur says the Hally team has enjoyed seeing user-generated videos of mothers and daughters dying their hair together while watching Turning Red. Of course, some of the buzz surrounding these pop culture-inspired beauty collections comes from their collectability. Most of these products are limited runs, thanks to time limits on their licensing deals. According to Hernandez, the licensing rights often last a year or two, and by the time the cosmetics company designs, manufactures, markets, and sells the collection, there isn’t enough time left to manufacture more. But she doesn’t think this is necessarily a bad thing. “The appeal of these products, I think, wanes over time,” she says. “So I think you have to catch it when people are excited about it and then have it go away, basically. If they took advantage of it, great. And if they didn’t, next time they will because they know it’s only there for a very short period of time.” The limited availability, along with the personal connection to these collections, also presents an interesting situation for fans and collectors, since

An eyeshadow palette designed to look like a Monopoly board | Source: HipDot

these products are beautiful and intricate. But also, by nature, most are designed to be used or used up. Both Hernandez and Sellinger say that fans will often solve this problem by buying multiples from their collaborations: one to use and one to keep untouched. Hernandez says Bésame also intentionally designs its products to be collectible. “We really are invested in making them really special to the consumer. It becomes something that you not only wear, but also you keep,” she says. “We very much view what we do as art and ourselves as artists,” Sellinger adds. “Collecting HipDot is a huge compliment and lets us know that our art is being appreciated.” In the end, whether you decide to display your licensed makeup and hair products on a shelf, post them on social media to engage with like-minded fans, or incorporate them into a daily beauty routine, you’re engaging with something you love in a meaningful way. Even if someone on the street doesn’t know that your eyeshadow came from a palette shaped like an Ouija board, you do. And that’s what matters. ✪

Items from Bésame Cosmetics’ Agent Carter collection Source: Bésame Cosmetics

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FANDOM FEATURE

Spider-Man “The Meme” Shirt Source: RSVLTS

by Jackie Cucco, senior editor

hat do Handsome Squidward, Keyboard Cat, and Dude with Sign all have in common? They’re all meme-famous characters cruising the web as people continue to like, comment, and share their likeness. Think about how many memes you send your friends each week, or even daily. Memes are a vital form of communication for the modern age, connecting

society through funny or relatable images and videos that friends pass back and forth on social media. The content may come from an iconic pop culture moment, a TV series, or even a tweet, usually with text added to share social commentary. The more a meme resonates with people, the more people will spread it, causing it to go viral. Many companies are finding ways to profit off this cultural currency, turning internet jokes into brands and products for fans to collect.

MAKING MEMES EVEN MORE SOCIAL

This Is Fine Figure | Source: Youtooz

What Do You Meme? is one of the more well-known brands, with founders Elliot Tebele, Ben Kaplan, and Elie Ballas launching their first game as a Kickstarter campaign in 2016. Tebele knows a thing or two about memes: He’s the man behind the curtain of the @fuckjerry meme account on Instagram. He created the Kickstarter campaign with 10 million

Instagram followers in his pocket (which has now skyrocketed to 16.6 million at time of print), and 5,753 backers pledged $229,579 to help bring the project to fruition. In the card game, players match captions to different memes, trying to come up with the funniest combination. In addition to the core game, there are now a number of special editions catered to fans of The Office, SpongeBob SquarePants, Rick and Morty, Game of Thrones, 90 Day Fiancé, Instagram comedian Rickey Thompson, and more. “We wanted to capture the relatable humor that was being shared between friends and family online in a tabletop game format,” Tebele says. “As memes — which are, in essence, a shared cultural moment — evolved from being mostly text-based to including images, it was a no-brainer for us to include those kinds of images in our game.” While the company’s name is still What Do You Meme?, it has evolved to THEPOPINSIDER.COM | #FuelYourFandom | 43

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FANDOM FEATURE include even more products based on internet culture, such as Iconic Floats. The line of pool floats features inflatables based on emojis and other web-based sensations, such as the float based on Instagram’s @dudewithsign, an account with 8 million followers that Tebele also helped launch. This year, the company will focus on growing its adult party, family-friendly, and outdoor sports games; trend-based pool floats; and plush toys. The products are designed to bring the shareable humor of the internet offline and into the real world for a truly social experience with no screens attached. “That particular brand of humor, which is heavily influenced by pop culture and highly relatable cultural moments, remains at the core of most of our games today in the form of jokes written into the cards, game titles, or even gameplay,” Tebele says. It may have been one of the first, but What Do You Meme? is not the only one capitalizing on mixing and matching photo and caption cards, paving the way for countless others to make similar games, such as The Awesome Game of Meme and Meme the Game from Cardinal Games, Say What You Meme from Ultra Pro Entertainment, Don’t Be Meme from Infinite Games, and Cats Doing Things Meme Game from Wilder Toys.

MEMES GET COLLECTIBLE

Internet culture is also finding its way out of the screen to get immortalized in collectible form. While many memes are instantly recognizable, some are more obscure than others. Youtooz caters to fans of both with vinyl and plush versions of memes, GIFs, gamers, YouTubers, and other content creators from the depths of the internet. If you browse the Youtooz website, you’ll find products featuring well-known memes and GIFs like Arthur clenching his fist, the This Is Fine dog sitting calmly while everything around him is up in flames, and the Dat Boi GIF of a frog

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“MEMES ARE A VITAL FORM OF COMMUNICATION FOR THE MODERN AGE, CONNECTING SOCIETY THROUGH FUNNY OR RELATABLE IMAGES AND VIDEOS THAT FRIENDS PASS BACK AND FORTH ON SOCIAL MEDIA.”

riding a unicycle, but you might find yourself scratching your head — or laughing out loud — at plenty of niche references as well. “We really want to capture the emotion of the meme,” says Youtooz Co-Founder and President Austin Long. “If it is funny, sad, scary, or something in between, we try not to overthink it and just focus on what people want to feel from it.” The manufacturer releases limited-edition figures every week, with approximately 20-30 new products each month, many of them created from fan requests collected from Reddit and Twitter. “Much of the internet is also underserved, especially within the creator and meme communities, which has allowed us to carve our own niche,” Long says. Youtooz makes some of its collectibles in hyper-limited quantities if the subject matter is not as mainstream. “Some memes have long life cycles and some are a blip in time,” Long says. “We try to capture what we feel is cool and special, even if it is a smaller release than normal — especially if the meme represents a specific period in time of the internet or an iconic moment that we think should be immortalized in a figure.”

FASHION-FORWARD MEMES

Some people want to take it a step further, incorporating their favorite memes into their wardrobes. In March, sock company Stance released a collection based on The Simpsons that includes a pair of socks showing Homer backing into the bushes, while apparel brand RSVLTS launched a button-down Spider-Man “The Meme” shirt featuring multiple Spider-Men pointing at each other. “It’s always a gamble when playing with pop culture, but we had a certain sense this particular meme would translate well onto a RSVLTS shirt and be a hit because today you Arthur figure | Source: Youtooz

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can still find people reposting the original meme across social in some context, recreating the poses in every corner of the web," says RSVLTS’ Director of Communications Mike Shriner. “We figured every Spidey and Marvel fan in general would proudly pop a pose once someone pointed out the shirt on the street. And the timing couldn’t have been more perfect, too. Just ask Tom, Tobey, and Andrew: They’d agree the meme is here to stay.”

TRUTH IS STRANGER THAN FICTION

You have to have a sense of humor when creating products based on ridiculousness, like Super7’s G.I. Joe PSA collection. G.I. Joe carved its own corner of internet infamy with a surge of viral videos in the ‘00s. Each episode of the G.I. Joe animated series from the ‘80s ended with a public service announcement (PSA) teaching kids life lessons with the catchphrase, “Knowing is half the battle.” In true internet fashion, someone decided to repurpose the PSAs — only this time with bizarre twists. One clip shows Mutt, the G.I. Joe team’s dog

Xbox Series X Replica Mini Fridge Thermoelectric Cooler (Ukonic) MSRP: $99.99 | Available: Target, toynk.com

handler, interrupting a kid petting a rabid dog by saying, “Hey, kid, I’m a computer,” while another shows Roadblock, the team’s heavy machine gunner, ushering kids away from a downed power line by asking, “Who wants a body massage?” Super7 gave the videos new life this past April Fool’s Day with a collection of products based on them. Despite the launch date, the collection is very much real. It includes a ReAction figure for each of the parody videos, as well as a glow-inthe-dark T-shirt, a hat, enamel pins, and a skateboard deck created in collaboration with StrangeLove. The products feature quotes from the parody videos, including “body massage” and “I’m a computer!” The Xbox Series X Replica Mini Fridge Thermoelectric Cooler is another product that stems from a joke. When Xbox first revealed the design for its Series X video game console, the internet had a collective laugh as many compared it to a refrigerator, creating Photoshopped images and comparisons that sent Twitter and Reddit into an uproar. Xbox embraced the attention, gifting Snoop Dogg and a lucky giveaway winner a 6-foot, 400-pound, 1:1-scale working fridge designed to look like the console. Xbox rode the joke for three years (and

Dude with Sign Pool Float (What Do You Meme?) MSRP: $29.99 | Available: Amazon, Urban Outfitters

counting), recently revealing a working Xbox Mini Fridge created in partnership with Ukonic so that everyone can get it on the joke. For $99.99, fans can get a Mini Fridge of their own, featuring a glowing green interior and an illuminated Xbox logo on the front — just like the Series X console. That’s the beauty of the internet: People around the world can share experiences that bring us all together. One meme can contain so many nuances, relaying a reaction to something ridiculous, giving us ways to communicate with like-minded individuals, and conveying the emotional state of an entire generation. Now, people can own a piece of their favorite meme moments, taking the language of the internet offline and into the third dimension. ✪

ABOUT THE AUTHOR Jackie Cucco is a senior editor at Adventure Media & Events. She covers toy trends, reviews, and news for the Pop Insider, the Toy Book, and the Toy Insider. After her Tamagotchis finally go to sleep for the night, you can catch her binge-watching horror movies in the dark. Visit her on Instagram @saucyjac and say hello to her pet bunny Peepers @thebigpeeps.

Simpsons Homer Crew Socks (Stance) MSRP: $19.99 | Available: stance.com

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LEVEL UP

tweeted out an innocuous question — no, this isn’t necessarily a crass plug for my Twitter account in the first sentence of this article (@Victor_Lucas, in case you need it) — and the passion in each of the replies was spectacular: “What is the best video game sequel? Why?” “Red Dead Redemption 2!,” Craig Gusten (@WolvenGusten) immediately tweeted back. Jon (@That_Tesla_Guy) posited, “The Division 2 because we hadn’t lived through a pandemic just yet,” and instead of a period he used a crying and laughing emoji. David Hayter (@DavidBHayter), the voice of Metal Gear Solid’s Solid Snake and the writer of the X-Men and X2 movies replied, “Tomb Raider 2 and Resident

Evil 2 (The O.G.s) were both amazing.” Everybody has a favorite video game sequel. You’re even thinking of yours right now.

THE BIRTH OF THE VIDEO GAME SEQUEL Sequels have been an integral part of game culture since the 1970s, when Taito released Space Invaders: Part II at arcades in Japan. It was, of course, the sequel to the seminal arcade game that is universally hailed as the key to video games crossing over from an intriguing pastime to a revolution in entertainment and a multibillion dollar business. The ‘80s became a hotbed of video game mega-brands that fostered sequels and franchises that exist to this day. Final

Fantasy, Super Mario, Donkey Kong, Asteroids, Mega Man, Pac-Man, Castlevania, Tetris, and dozens of other game series were launched in this bumpy, but halcyon, period. The arcade industry gave way to home video game entertainment and not long afterward, we began to see Atari, Intellivision, and ColecoVision fade as Nintendo and SEGA rose in prominence. The ‘90s were about the video game industry’s adoption of real-time, 3D polygon technology. We saw this first with primitive arcade cabinets like SEGA’s Virtua Racing and Virtua Fighter and then in advancements like Namco’s Tekken and Atari’s San Francisco Rush franchises. However, a new video game epoch was also beginning at home with 3D

Sonic the Hedgehog movies have found fortune at the box office thanks to the success of SEGA's video games. | Source: SEGA of America

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polygonal graphics and, yes, incredible game sequels.

THE SEQUEL IS SUPREME Sony’s PlayStation was an audacious first move from a new player in the video game hardware market. The console was released to a thunderous reception in 1994 in Japan and 1995 in North America. The PlayStation sealed the fate of SEGA’s future and unseated the previous decade’s home console champ, Nintendo, almost overnight. Many of the games that ran on the PlayStation were made for adult gamers. These were people who had grown up and maintained their joy for the medium through the ups and downs of the ‘80s and were looking for more ambitious and technologically advanced experiences. Titles like Tomb Raider; Metal Gear Solid; Grand Theft Auto; and the now 3D, role-playing epics of Final Fantasy all became synonymous with PlayStation and a new era of video game sequels. It is this approach to greenlighting new, sophisticated, 3D franchises that has persisted to this day.

CREATING A BRAND-NEW GAME IS BRUTAL It’s almost indescribably difficult to make a modern video game. In the years that I’ve been talking with developers, they’ve often described how broken, buggy, and unsatisfying piles of ideas become fun to play in the weeks before a game is ready for market. A common idiom is that it’s a miracle that any game is completed and published. A sequel has many roles to play in this “miracle.” A sequel does the job of creating baseline awareness about a game property, a satisfying mechanic, or a spectacular character. A sequel creates comfort for the stakeholders investing the money and years of development it’ll take to see an idea become a product. A sequel is a high-five for the fans of the first one — a symbol that together the devs and the players have done it. There’s more. Success! There’s rarely an expectation of triumph when a new intellectual property is launched, so if a game manages to

capture the zeitgeist and warrants a sequel, that usually means the creators can make the game that they really wanted to. There are several examples across the medium. It’s almost palpable during that first leap from the bottom of the broken, dangling train in the opening sequence of Uncharted 2: Among Thieves. The feeling of confident, iterated design is also there when you finish Bruce Wayne’s opening prison sequence in Batman: Arkham City and escape the facility to stare across the Gotham skyline as Batman. Unlike the constraints of the titular Arkham Asylum in Rocksteady’s previous adventure, this sequel is about to live up to its moniker and give you miles of urban nightmare to explore and conquer. The elements that made up the sprawling fiction of Bungie’s Destiny were mysterious and the gunplay in the game was tight and nuanced, but the story was threadbare and the environments — as well as the action in them — quickly became repetitive. It was clear just mere months after the first game’s launch that in order for the team to capitalize on concepts initiated by the original, they needed to announce a sequel. Destiny 2 is much closer to Bungie’s original vision and continues to thrive with new content years after its launch in 2017. A brandnew, acclaimed expansion called The Witch Queen just launched this spring. The video game industry is built on the backs of high-performing sequels. Grand Theft Auto 3, Assassin’s Creed 2, Half-Life 2 — the list of game series that went from fun and fulfilling to outand-out masterpiece with subsequent iteration is massive.

WHAT'S IN A NAME? Perhaps the single, most beneficial reason for greenlighting a sequel is not just in the act of creating a main revenue stream for the gamemakers. Yes, the millions of copies sold for a Part 2 or 3 of a franchise keeps these businesses afloat, but if the end goal is to help bring your game business some of that lucrative

This Funko Pop! is based off the popular online game Minecraft. | Source: Funko

“Nintendo money,” the name of the game is licensing. We’ve seen this in the video game industry since the very beginning, when Pac-Man Fever swept North America in 1981. It became a hit record in 1982 for Buckner & Garcia, but that “fever” also launched Pac-Man-branded items — everything from bicycles to figures in breakfast cereals. This success has been replicated by other big video game brands, like the massive amount of merchandise built around Square Enix brands like Final Fantasy, Kingdom Hearts, and Dragon Quest. Toys and collectibles — particularly Funko Pop!s — have factored into awareness for titles like Tomb Raider, Minecraft, Roblox, Ratchet & Clank, and literally hundreds of other game brands that are no longer relegated to niche shops. Of course, it’s not just toys and T-shirts that extend the value of a video game franchise. Movies and TV series based on game properties have been around since the birth of the industry — we don’t talk about Bruno … or the original Super Mario Brothers movie. What’s different now is that movies and TV series based on games are actually good! Witness Paramount Pictures’ fanTHEPOPINSIDER.COM | #FuelYourFandom | 47

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LEVEL UP

CD Projekt Red’s The Witcher, the source material for Netflix’s hit series The Witcher | Source: CP Projekt Red

tastic success with Sonic The Hedgehog, SEGA’s venerable mascot that has had numerous iterations across games, comics, and television. As of this year, Sonic has two certifiably fresh blockbusters. You can also point to the less conspicuous, but still successful, Arcane, a Netflix animated series based on Riot Games’ popular free-to-play game called League of Legends. It’s not implicit, or even expected, that viewers would need to be fans of League of Legends to enjoy Arcane, but the series really opens up the lore for those that are. For fans of live-action content, Netflix released two seasons of The Witcher, starring Henry Cavill, which is, yes, based on the books of the same name by Andrzej Sapkowski, but also on the extended lore crafted in The Witcher video game series developed by CD Projekt Red. Video games are big business for Netflix — so much so that the company has entered the business as a game publisher itself, offering subscribers games that they can download to their mobile devices today, with promises of larger-scale game creations in the future. But just how big can video game brand extensions go? You only have to look at the Super Nintendo World theme park attractions that Nintendo has part-

nered with Universal to create. You can already visit Mario’s Mushroom Kingdom in Universal Studios Japan. Next year, the Florida and California Super Nintendo World attractions will open. It’s not a bad outcome for a journey that started with a four-screen arcade game about a plucky plumber rescuing a damsel in distress from a giant ape.

TRIUMPH THROUGH ITERATION The sequel becomes an important conduit for the team that made the first one. Wrongs are righted. Problems are solved. Goals are met. A perfect example of triumph through iteration is Burnout 3: Takedown, which was released back in 2004 for the PlayStation 2 (PS2) and original Xbox. “Sales of the first two Burnout games were big in Europe, but very poor in the U.S.,” says Alex Ward, who was then the game director on the title and is now co-founder of Three Fields Entertainment, makers of the Dangerous Driving franchise. “We wanted to break America. We didn’t want to be Robbie Williams. We wanted to be The Beatles.” Although I had reviewed the previous two Burnout games, I was not prepared for Burnout 3. It was a furious experience, propelled by intense car crashes that were oh-so-satisfying. Metal chunks and crumpled cars and glorious sparks would explode and shower off the screen all at

a blistering 60 frames-per-second. Everything was bolstered by impeccable sound effects and radio-friendly punk pop. “We turned up at E3 2004 with the game running on PS2 and Xbox and none of our publisher’s other games were playable that way on the day,” Ward remembers. “As we walked out of the Staples Center at the end of set up day, I saw Xbox’s Robbie Bach, Seamus Blackley, and J Allard watch our trailer and I heard Robbie say, ‘That’s incredible ... we have it on Xbox right ... ?’” Ward and his team had one goal. “I remember it like yesterday,” he continues. “We set out to prove we were the best PS2 developer on the planet, and right there and then in 2004, we really were.” It’s not always about a lack of ideas or greedy companies trying to cash in on a hit. (Although, sometimes it is.) The next time you see a number after a game title, try to think about the devs working hard to make us Burnout 3. Or Uncharted 2. Or Super Smash Brothers Ultimate. Or The Elder Scrolls V: Skyrim ... I always do. ✪ ABOUT THE AUTHOR Victor Lucas is the creator and host of The Electric Playground and has been covering the video game industry for 25 years on TV and the internet. You can catch the award-winning producer reviewing the latest entertainment and interviewing creatives on EPN's YouTube and Twitch channels, and on EPN.tv.

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STAR WARS GALACTIC PALS ENTER THE GALAXY

Star Wars Galactic Pals | Source: Mattel

compiled by Jackie Cucco, senior editor

BOP TO THE BEAT AT THE KIDZ BOP LIVE TOUR Kidz Bop is partnering with Live Nation to bring a live tour to 28 cities across the U.S. starting on July 19. Attendees can sing and dance along to today’s biggest pop hits performed live on stage by four Kidz Bop kid performers. Parents can get in on the action, too, at the Daddy Dance Off event. For a full list of tour dates and ticket information, visit kidzbop.com or ticketmaster.com. ✪

Mattel and Lucasfilm are teaming up to deliver the most adorable creatures in the Star Wars universe as an assortment of plush pals. The Star Wars Galactic Pals collection features cuddly versions of a Wookie, an Ewok, a Rodian, and a Jawa. Young Jedi can also get to know these adorable critters in Star Wars Galactic Pals, an animated series of microshorts. Fans can join M1-RE (“Miree”), a member of the Galactic Society of Creature Enthusiasts, as she studies different species aboard the Youngling Care Space Station. Miree will also teach kids the importance of bedtime routines, deep breathing routines, and musical expression. Watch the full series on the Star Wars Kids YouTube channel and look for the plush collection at Target now. ✪

SONIC THE HEDGEHOG SPEEDS INTO THE METAVERSE IN NEW ‘ROBLOX’ GAME

Sonic Speed Simulator | Source: Gamefam

Everyone’s favorite hasty hedgehog is running his way to Roblox in a new game called Sonic Speed Simulator, produced by Gamefam in collaboration with SEGA America. In the game, players can level up and gain speed by running through multiple worlds and racing against friends. The game offers opportunities for players to earn rewards, such as Sonic character skins and pets that can increase player stats. ✪

SHAQ AND ROB GRONKOWSKI WILL VOICE ANIMATED CARS IN ‘SHAQ’S GARAGE’ NBA superstar Shaquille O’Neal is starring in an animated series inspired by his love of cars called Shaq’s Garage. Shaq will serve as an executive producer, along with Genius Brands, Perry Rogers’ PRP, and ABG Entertainment. In the series, Shaq sends his “Shaq Paq” family of cars on missions to do good in the neighborhood, where they always seem to run into hijinks along the way. Shaq stars as both himself and the leader of the Shaq Paq, Biggie D, while football player Rob Gronkowski voices a fun-loving truck named Gronk. Shaq’s Garage is set to premiere next spring. Genius Brands is currently developing a global consumer products campaign that includes die-cast and light-and-sound vehicles, ride-ons, games, puzzles, crafts, bikes, collectibles, and more launching next year. ✪ Shaq’s Garage | Source: Genius Brands

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New Toys, Books, Apparel, and More Featuring Kids' Favorite Characters

PIX BRIX Wild Kratts x Pix Brix | Ages: 6+ | MSRP: $14.99-16.99 Available: Summer 2022 Kids can collect and build their favorite Wild Kratts creatures and characters with these contstruction sets. With Pix Brix, kids can create 2D pixel art and 3D builds with only one design — no baseplate, iron, water, or glue required. There are five kits to collect in the first series.

CREATEON Goodnight, Daniel Magna-Tiles | Ages: 3+ MSRP: $44.95 | Available: createon.com This interactive building set comes with 17 magnetic pieces that kids can use to build structures that are designed to teach healthy bedtime routines. Kids can sequence the tiles, which feature tasks such as bathtime, putting on pajamas, brushing their teeth, storytime, and singing lullabies.

EPOCH EVERLASTING PLAY Super Mario Balancing Games Plus | Ages: 4+ MSRP: $12.99 each | Available: Summer 2022 Kids can spin the arrow to find out how many characters they must place onto the wobbly stage without toppling them over. Each themed set includes a balancing stage in sky, underwater, or desert styles; a spinner; and 4-5 different collectible characters, including Mario, Lakitu, Cheep-Cheep, Deep-Cheep, Monty Mole, and more. Each game comes with its own set of characters, which are interchangeable across all Epoch Super Mario Game sets. Kids can link multiple stages together to create a collector stand to showcase the figures (pictured).

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LEGO LEGO Jurassic World Quetzalcoatlus Plane Ambush | Ages: 7+ MSRP: $39.99 | Available: lego.com Kids can collect and build an epic scene from Jurassic World Dominion with this 306-piece building set. The airplane features a cockpit, spinning propellers, an opening cargo hold, and breakaway engines for when the 11.5-inch Quetzalcoatlus attacks. This set comes with Owen Grady, Claire Dearing, and Kayla Watts character minifigures.

WOWWEE Twilight Day Care Collectible Baby Dolls — Blind Box | Ages: 5+ | MSRP: $12.99 Available: Fall 2022 Kids can get all the fun of Roblox’s Twilight Daycare game IRL. Each doll, inspired by a baby from the game, comes with a costume and a toy. Dolls range across three different rarity levels: common, rare, and super rare. They also come with codes that are compatible with the Twilight Daycare game to redeem characters and accessories.

BABY FANATIC

SPINBRUSH

Major League Baseball 3-Piece Gift Set | Ages: 0+ MSRP: $22.50 | Available: Amazon

Love, Diana Kids’ Spinbrush Toothbrush | Ages: 3+ MSRP: $5.72 Available: Walmart

Step up to the plate and get your little one on the baseline to fandom with this 3-Piece Gift Set that is officially licensed by Major League Baseball (MLB). Each set includes a bib, a bottle, and a pacifier, and is available in a multitude of styles adorned with the colors and logos of your favorite MLB teams.

Brush up with Diana! This toothbrush features small, soft-bristle power heads designed to fit smaller mouths and an ergonomic design that is meant to fit kids’ hands for a comfortable grip. The stationary lower bristles are topped with a spinning head that oscillates to clean, even in between teeth and gums. The improved kids’ Spinbrush design features faster spinning action and a longer battery life.

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PI KIDS Jurassic World: Look, Listen, ROAR! | Ages: 3+ MSRP: $15.99 Available: Walmart It’s an interactive book 65 million years in the making. Kids can see, hear, touch, and explore the dinosaurs of Jurassic World with this touch-and-feel textured sound pad that features six interactive buttons.

JAZWARES Squishville Deluxe Medium Playset Assortment | Ages: 3+ MSRP: $27.99 Available: Summer 2022 Kids can go on more adventures with the pint-size, squishy Squishville characters this year. New Squishville playsets include the TipTop Treehouse, the Squishville Day Spa (pictured), and the Glamping Getaway. Each playset includes a 2-inch Squishmallows plush, two large accessories, and a themed playscene. The Squishville toy world is made with super-soft filling and features vehicles, playsets, and favorite Squishmallows characters.

BONKERS TOYS Aphmau Mystery MeeMeow Plush Ages: 5+ | MSRP: $9.99-12.99 Available: Amazon, Walmart This plush cat collection is the first toy line for Aphmau, the top female-led gaming channel on YouTube. Each blind-box mystery plush is a different style of cat, with variations such as Cheeseburger Cat, Donut Cat, and Taco Cat in the first “Litter,” which is available now. Litter 2 will be available this fall.

BANDAI Toy Story Tamagotchi Ages: 8+ | MSRP: $19.99 Available: Amazon (preorder) Care for and play with your favorite toys from Toy Story. Play with Woody to determine what character you’ll be introduced to next. There are 17 Toy Story characters to interact with, including two secret ones for kids to unlock and special visitors throughout the day. There are a variety of ways to keep your Tamagotchi happy: Play with your toys, clean them so they don’t get dusty, or play one of the three mini games.

BASIC FUN! Care Bears 40th Anniversary Care-a-Lot Bear | Ages: 4+ | MSRP: $19.99 Available: Fall 2022 The Care Bears turn 40 this year — and that’s a lot of kindness to celebrate! Meet Care-a-Lot Bear, the very first bear to exist in the magical kingdom of Carea-Lot. This special collector’s edition bestie features super-soft, multicolored plush with a silver shimmer effect throughout its fur. The bear comes with a shimmery belly badge, a 40th logo embroidered on the foot, and a certificate of authenticity.

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MAGIC JUMP Funormous Licensed Inflatables | Ages: 3+ | MSRP: $349-489 Available: funormous.com Bounce into fun! The licensed, residential Funormous inflatables feature popular characters, with styles including a Mickey Mouse Funhouse Inflatable, a Disney Princess Carriage Inflatable Bounce House, and a Spider-Man Bounce and Slide Inflatable. The inflatables can accommodate up to three kids at once and offer features like a bouncing area, a basketball hoop, a slide, and more.

TOY MONSTER Jurassic World Captivz Dominion Edition MEGA Egg | Ages: 3+ MSRP: $19.99 | Available: Walmart Get ready to battle! Kids can start their Captivz Dominion collection with three surprise Pop N Lock dinosaurs hidden inside slime, an exclusive Zoom Rider pull-back dinosaur car, a limited-edition backpack case, and an exclusive Dominion game.

BRIO Disney Princess Castle Set Ages: 3+ | MSRP: $129.99 Available: July 2022 The 18-piece, Disney Princess-themed castle set includes Cinderella, Belle, and Sleeping Beauty figures; a threecart train; and wooden train tracks with which kids can build.

JAKKS PACIFIC Tornado Biplane with Sonic & Tails Figures | Ages: 3+ | MSRP: $19.99 Available: Walmart Fans can recreate favorite moments from the Sonic the Hedgehog 2 movie with this Tornado Biplane. Press down on the plane to make the propeller spin or place the included 2.5inch Sonic and Tails figures in and around the plane.

LITTLE KIDS Star Wars Grogu Bubble Machine Ages: 3+ | MSRP: $12.99 Available: Walgreens, Walmart The cuteness is strong with this one. This bubble machine features Grogu in his pram and blows a continuous stream of bubbles. The bubble machine comes with 4 ounces of premium bubble solution, and its no-spill design helps prevent accidental bubble spills.

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SMART POP BOOKS Star Trek: My First Book of Colors Ages: 0-2 | MSRP: $11.99 Available: Sept. 6 Young Trekkies can explore strange new worlds and see the universe through the eyes of a Starfleet cadet. Enjoy original illustrations of a “shiny silver” space station; a “Gorn green” captain; Starfleet officers wearing blue, yellow, and red shirts; and more. This pop-culture primer is filled with more visual Easter eggs and jokes than there are tribbles, so adults will love it, too!

MATTEL

THAMES & KOSMOS Jurassic World Dominion Dinosaur Dig — Blue, T. Rex, and Amber Ages: 6+ | MSRP: $19.95 Available: June 2022 With this STEM kit, kids can hunt for evidence of dinosaurs. Use the special hammer and chisel tools to carefully excavate models of a fossilized T. rex skeleton; a mosquito encased in amber; and a figure of Blue the velociraptor. Kids can assemble the T. rex skeleton and then put these specimens on permanent display in their own dinosaur exhibit. Learn about how fossils form, how DNA traces might be found in amber, and fun facts about each of the dinosaurs.

MEGA Pokémon Motion Pikachu Ages: 12+ | MSRP: $89.99 Available: Amazon Gotta build ‘em all! Build a detailed, mechanized Pikachu with this 1,092-piece construction set, which includes a display case. Once they construct Pikachu, kids can turn a crank to activate its moving legs, feet, and tail.

HORIZON GROUP USA Miraculous Spots On! Beauty Makeover Ages: 6+ | MSRP: $16.99 | Available: Amazon This DIY beauty set comes with nail polish, nail decals, stick-on nails, colored hair extensions, and clip-on earrings. The nail polish comes in shimmery blue, pink, and purple, and the hair extensions come in blue, red, and yellow. Kids can create an ombre effect by layering the different colored hair extensions on top of each other, or keep it simple with streaks of color.

MOOSE TOYS Heroes of Goo Jit Zu — Sonic the Hedgehog | Ages: 4+ | MSRP: $13.99 Available: Target, Walmart The Blue Blur gets super squishy and stretchy as part of the Heroes of Goo Jit Zu movie character lineup. Stretch Sonic’s arms and legs and watch him grow up to three times his size. Each of the Goo Jit Zu characters feature their own unique goo filling and decorative details.

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FUNKO GAMES Disney A Goofy Movie Game Ages: 7+ | MSRP: $23.99 Available: Summer 2022 Global superstar Powerline is back on tour! Join Max and his friends as they hit the road in this adventure-filled race to the concert. Make your way across the map, playing cards to collect fun memories for your scrapbook. Then, hurry to score the best seats by the time Powerline hits the stage. Roll the die to see if Powerline reaches L.A. or if Goofy takes you on a wacky detour.

SPIN MASTER Wizarding World Magical Minis Hogwarts Express Train Set Ages: 6+ MSRP: $29.99 Available: Fall 2022 All aboard the Hogwarts Express! Join exclusive Harry Potter, Hedwig, Hermione Granger, and Crookshanks figures as they ride the Hogwarts Express Train to Hogwarts Castle. Discover 12 accessories, including a Honeydukes trolley with mini sweet accessories and chocolate frogs that kids can attach inside the playset.

MOONLITE STORYBOOK Moonlite Gift Pack — Disney's Modern Classics | Ages: 2+ | MSRP: $45 Available: Amazon, mymoonlite.com Using the free Moonlite app and the included Moonlite Storybook Projector, parents can pop in one of the picture discs to project storybook illustrations onto any surface. The set includes a Moonlite Projector and five picture discs featuring illustrations from Raya and the Last Dragon, The Little Mermaid, Moana, Lilo & Stitch, and Frozen: The Ice Games.

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JUST PLAY That Girl Lay Lay Freestylin’ Fashion Doll | Ages: 6+ | MSRP: $19.99 Available: Amazon, Target , Walmart

PMI INTERNATIONAL Brawl Stars 4.5-inch Action Figure 1 Pack Ages: 8+ | MSRP: $12.99 Available: Fall 2022

Drop a beat with the That Girl Lay Lay Freestylin’ Fashion Doll. Dressed to slay in her next rap battle, this Lay Lay doll comes with a varsity jacket, running pants, and mix-and-match kicks. Kids can also decorate her outfit with cool patches and give her a new hairstyle.

Based on the Brawl Stars mobile game, this toy line features five collectible versions of the most popular original brawlers. Each Brawl Stars action figure comes with a weapon unique to each of the brawlers.

GROUND UP Licensed Kids’ Sneakers MSRP: $54.99-59.99 Available: Journey Kidz Some of Ground Up’s newest licensed styles include Minnie Mouse High Top Sneakers that feature polka dots, Minnie’s gloved hand, and a bow (pictured); Sonic the Hedgehog High Top Sneakers decorated with the character and blue, yellow, and red elements; and Pokémon Slip-On Sneakers with an all-over collage of different Pokémon. These designs are all available in both toddler and youth sizes.

GOOD2GROW Miraculous good2grow PODZ | Ages: 6-11 MSRP: $4.99 | Available: Amazon Have you hydrated today? good2grow PODZ is a flavored water beverage for kids that comes with a 3D collectible character top, and will now feature characters from Miraculous: Tales of Ladybug and Cat Noir. good2grow PODZ are 10-ounce flavored water beverages that comes in two different flavors: raspberry lemonade and orange mango, with no added sugar. They are a good source of vitamin D and calcium.

ISCREAM Care Bears Grumpy Bear Accessories Ages: 5+ | MSRP: $15-130 Available: iscream-shop.com I’m not mad, I’m Grumpy! Kindness and caring never go out of style, and neither will the coziest, cutest, and cheeriest Care Bears accessories. Grumpy Bear joins the Iscream family this year with sleeping bags, onesies, pillows, bags, Buddies (pictured), and more featuring the iconic character.

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POP JUNIOR: FANDOM FEATURE

Bioworld's Squishmallows collection Source: Jazwares

Squishmallows expands into a full-blown lifestyle brand. by James Zahn, senior editor

ive years ago, no one had ever heard of Squishmallows. Seriously squishy, curiously cuddly, and cravably collectible, the plush characters created by Kellytoy seemingly emerged from out of nowhere. With their distinct design and ultra-soft feel — attributed to a mix of spandex “EF” and polyester stuffing — Squishmallows forged an immediate connection to an audience that transcended age groups. The brand grew with ferocious speed as casual fans turned into collectors and collectors turned into a community. It didn’t take long for the buzz to hit the toy industry boardrooms — and Jazwares was swift to swoop in and acquire Kellytoy in the spring of 2020. By the end of last year, the Squishmallows brand reached iconic heights, selling more than 100 million units and generating revenue that contributed to Jazwares’ biggest year ever, as the company hit a milestone $1 billion in sales. So how does Jazwares continue to grow a brand that’s already showing no signs of slowing down? Very carefully

and by enlisting the help of its biggest supporters: its fans.

VIRAL SUCCESS AND THE THRILL OF THE HUNT “We had a significant and highly engaged fanbase prior to the pandemic, but over the past 12-18 months, social sharing across all platforms has exploded beyond our wildest imaginations,” says Jazwares Vice President of Global Brand and Marketing Gerhard Runken. “The Squishmallows community grew considerably, and with that the number of posts and sharing also escalated.” On TikTok alone, organic content related to Squishmallows has been viewed more than 5 billion times, as fans dubbed the platform “SquishTok.” At the time of publication, more than 2 million posts on Instagram have tagged Squishmallows or its related hashtags, and hundreds of Facebook groups have formed with tens of thousands of fans discussing and sharing the latest news, cultivating community, and establishing friendships that extend beyond the squishy plush.

“The most special elements of the Squishmallows fandom and community are the people in it,” says Paige Withers, moderator and group ambassador for Squishmallows Fans, one of the largest and most active Squishmallows groups on Facebook. “It might be a cliché answer, but I have met some amazing and very caring people in this community, some of whom I now call friends.” According to Runken, communities like Squishmallows Fans and individual collectors are creating a snowball effect for the brand by simply sharing photos and videos of their collections that inspire others to assemble their own, ever-growing Squishmallows squads. “Squish Hunting is what Squishmallows fans have labeled the process of searching — or hunting — for unique Squishmallows in stores,” Runken says. “We love to see fans post their reaction when they find the Squishmallows they have been hunting for to add to their collections. This has also expanded our base with new collectors, which has been amazing because it gives us permission THEPOPINSIDER.COM | #FuelYourFandom | 63

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to develop expanded product lines and continue to enhance marketing activations that further engage them.” More than 1,000 Squishmallows characters in sizes ranging from 2-24 inches have been released since 2017, and those line extensions are multiplying. Jazwares continues to feed an insatiable appetite for more sizes and styles through sub-brands, including Squishville, HugMees, Squish-Doos, Heroes, and Flip-A-Mallows. To keep the hunt exciting, Jazwares and its retail partners have to work in tandem. “The key factor is that you have to keep the assortment fresh,” says Rick Derr, owner of Learning Express in Lake Zurich, Illinois. “You get a new squad in and you get out quickly. It gives fans something new to look forward to every time they visit the store.” Withers, who currently has more than 75 Squishmallows in her collection, says that a personal and rewarding highlight of her collecting experience is when she discovers a rare, “hard to find” Squishmallows character “in the wild” at retail. “One of my most memorable Squish Hunts was going into six different Cracker Barrels looking for the new (at the time) Highland Cow, Calton,” Withers recalls. “I wasn’t even going to check the last store nearest to me, but I did anyway and there he was sitting under the Christmas tree waiting for me like a present! It was definitely worth the $30 in gas I spent looking for him that day!”

BEYOND THE PLUSH Jazwares has inked licensing deals with a multitude of companies that are ready to bring Squishmallows into new categories outside of the toy department. The new licensees include Bioworld for apparel, loungewear, headwear, bags, socks, and collectible accessories; Big Mouth for pool floats, cooler bags, beach chairs, and pop-up tents; BBC International for footwear; Franco Manufacturing for bedding, accessories, throws, beach towels, and bath blankets; Fashion Angels for stationary and back-to-school accessories; and Primary Colors for gummy and candy products. While licensing isn’t new for Squish-

mallows, it’s kicking into high gear with more collaborative offerings, such as the recent Hershey’s x Squishmallows collection, and pop culture series featuring characters like Spider-Man, Grogu, Hello Kitty, and Winnie the Pooh. One big learning curve that toymakers, entertainment companies, and others playing in the licensing space have to learn is that market saturation Squishmallows in Roblox | Source: Jazwares Game Studio and overkill are real threats. Jazmilestones, including Super Fan (for wares is acutely aware of this. playing more than 10 hours); Fortnight “The key word is restraint. The goal (for logging into the game for 14 days isn’t to sell to the demand. We continstraight); Certified Trader (for swapping ue to remind folks that we aren’t in a digital collectibles with friends); and label-slap business,” Runken says. “The Mega ‘Mallow (for leveling up to Tier 5). goal is to create meaningful products our fans love, and we will continue to do that GO WEST, YOUNG for them.” SQUISHMALLOWS Withers believes that as long as the While Jazwares is based in Florida, licensing partnerships remain true to the some of the next moves for the Squishbrand and don’t pull focus away from the mallows franchise are being plotted plush, fans will support them. roughly 2,700 miles away on the opposite “I think being broad and opening coast. Last August, Los Angeles-based new doors like clothing, games, and Creative Artists Agency (CAA) took entertainment is a nice touch and very interesting,” she says. “My dream Squish- the lead in exploring opportunities for Squishmallows across film, television, vidmallows product would be a makeup eo games, publishing, and live touring. At line. I love collecting makeup here and the time of the deal, Jazwares’ Executive there on the side … Could you imagine Vice President Michael Rinzler said that a Squishmallows line of eyeshadows, it was time “to fully take advantage of blushes, foundations, brushes, and more? the momentum behind the brand.” Now, That would be so cool!” those Hollywood aspirations are on the THE SQUISHMA-VERSE cusp of paying off. A new frontier for Squishmallows is its “We are moving the ball forward and recent entry into the metaverse. Squishprogressing our efforts with the work mallows on Roblox is a virtual social CAA is doing for Squishmallows, and we world where fans can gather and collect should be announcing news very soon,” Squishmallows virtual plush, compete Runken says. “We are building a longin mini-games, and customize a Squishterm global franchise with a strong founmallows-themed home. The game was dation and aren’t in a rush to do anything developed in-house at the new Jazwares that would jeopardize the long term.” Game Studio led by a pair of Roblox Those long-term plans include careful wunderkinds: Kyle Hulse and Samuel world-building to ensure that SquishmalJordan, former members of the Roblox lows remain relevant to kids and adults Accelerator Program. for many years to come. More than 1.2 million players visited “We have barely scratched the Squishmallows on Roblox during its surface with all of our Squishmallows," first two months on the platform. To Runken says. "We know fans want more encourage repeat engagement, players and we are going to give them more plus are awarded in-world badges to mark tell those stories.” ✪

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POP JUNIOR: FANDOM FEATURE

Star Trek: Prodigy figures Source: Playmates Toys

Bringing Star Trek’s First Kid-Focused Series to Store Shelves by Madeleine Buckley, senior editor

tar Trek may have first flown its starships into pop culture consciousness more than five decades ago, but this ever-expanding franchise of space adventures continues to — as the Vulcans would put it — live long and prosper. Even after all these years, the Star Trek universe is constantly growing, changing, and experimenting with new types of content. One of the more recent additions to its expansive catalog of intergalactic stories is the animated series Star Trek: Prodigy. While Star Trek movies and

shows have always attracted fans across a wide age range, this new addition is the first Star Trek title that is specifically designed for kids. Produced by Nickelodeon Animation Studio and CBS Studios, the series debuted late last year on Paramount+ and will air on Nickelodeon in the U.S. later this year. It follows a group of teenage characters who are forced to work in a mining colony overseen by the mysterious Diviner. One day, they discover the U.S.S. Protostar, a derelict Starfleet ship. They board the ship and take off,

kick-starting an epic adventure as they set course for Starfleet while trying to outrun the Diviner. The show is not only kid-friendly in its content, but also in its design. It is the first Star Trek show with 3D animation, and its cast of characters is as colorful and visually diverse as the worlds they explore. The intrepid young escapees include Dal R’El, a purple humanoid who captains the crew; Rok-Tahk, a Brikarian with red, rocky skin; and Zero, a Madusan (a non-corporeal, energy-based life form) who lives in a self-made suit. THEPOPINSIDER.COM | #FuelYourFandom | 65

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A still from Star Trek: Prodigy Source: Nickelodeon Animation Studio

POP JUNIOR: FANDOM FEATURE According to Veronica Hart, executive vice president of global franchise planning for Paramount, creating this diverse cast of characters was a key component of the show. “When developing the Prodigy series and toy line, we wanted to make sure that kids could find aspects of themselves reflected in the characters and that they could use that as a springboard to immerse themselves in the resulting consumer products,” she says. Now, as Prodigy awaits its alreadygreenlit second season, Paramount has started partnering with merch makers to create those consumer products offerings. The first licensing partner on board for this series was Playmates Toys, which has a history with the Star Trek franchise. The company first created Star Trek toys back in the ‘90s and has also frequently partnered with Paramount Consumer Products for Teenage Mutant Ninja Turtles toys. This long-standing relationship made Playmates Toys a natural fit to create action figures, vehicles, and other toys inspired by the series. Playmates Toys will debut its Prodigy offerings with figures of the core six characters and the hologram version of Kathryn Janeway, who appears in this series to help guide the U.S.S. Protostar. The first five figures — Dal R’El with Murf, Gwyndala, Jankom Pog, Hologram Janeway, and Zero — will be available

Source: Playmates Toys

this October, followed by Rok-Tahk early next year. These 1:14-scale figures feature 14 points of articulation and come in blister packaging with updated, show-specific design elements. According to Playmates Toys’ Vice President of Marketing John Stelzner, the same sculptors who made the company’s Star Trek toys in the ‘90s returned to work on these figures (and Playmates Toys’ other new Star Trek offerings). While that aspect of production stayed the same, Playmates Toys did introduce some new technology to help capture these characters’ dynamic appearances, including a UV printing process for the head deco. “The characters from this series all have a unique look that is both rich in detail and yet still very familiar in a lot of ways,” Stelzner says.”We love the character designs that Nickelodeon and the show producers came up with.” He also notes that this show and its premise easily lend themselves to classic play patterns for kids, including good versus evil adversarial play and figures interacting with vehicles and ships. In fact, Playmates Toys’ Prodigy collection will expand to include ships, vehicles, and roleplay toys next year. Along with the distinct visuals, another throughline for both Prodigy and its consumer products is its cross-generational appeal. “The [Prodigy] viewer does not need to be familiar with the Star Trek universe, so it’s a great entry point for the brand, but there are enough winks and nods to its history that co-viewing

parents will enjoy just as much as their kids. … We will never ignore our lifelong fans, as they are the backbone of the brand. For Prodigy, we know that both kids and collectors alike will gravitate toward the series and, in turn, the October toy launch,” Hart says. This balance is something Playmates Toys specifically paid attention to while creating its toy line, Stelzner says. “When developing and sculpting our Prodigy figures, we want them to be able to stand on their own, but still not be completely separate from the full Star Trek universe. … Both the show and our toy line are unique, but everything about them will also thrill the long-time Star Trek fan.” While fans’ reactions to these figures have been positive, they are just the start for the show’s consumer products line. There is already a selection of Prodigy-inspired home goods and apparel available from the Official Star Trek Shop, including mugs, T-shirts, and blankets — and Hart says there are additional partnerships on the way. “We’ll have updates to share soon, but key categories of gaming, publishing, and softlines are all underway and we are exploring additional partners to round out the product offerings,” she says. “This is just the beginning!” ✪ ABOUT THE AUTHOR Madeleine Buckley is a senior editor at the Pop Insider, where she enjoys covering the latest trends in pop culture and the coolest new merch releases that come with them. She is a movie score enthusiast, a mediocre knitter, and a frequent moviegoer. Her favorite thing to do is rewatch Marvel movies while snuggling with her super pup, Parker.

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Celebrating 25 YEARS of innovation and play

For more than two decades, Jazwares has brought some of kids’ favorite characters and franchises to life. A global toy company that is laser-focused on creating innovative play experiences, Jazwares is growing stronger — and faster — than ever. HOW IT STARTED In 1997, CEO Judd A. Zebersky (the “JAZ” in Jazwares) had a dream: to build a toy company that creates high-quality toys that bring smiles to children’s faces. Zebersky left his job practicing law to make his dream a reality, and created a company with corporate values rooted in humility, passion, and collaboration. Jazwares is celebrating 25 years of playtime innovation, emerging as a global leader in a wide range of consumer products, including toys, plush, action figures, collectibles, and metaverse gaming. And, later this year, Jazwares will expand its

footprint into new categories as it launches a line of costumes, a collection of pet merchandise, and a full range of consumer products for the Squishmallows brand. The past decade has brought major changes to the toy company. In 2014, Alleghany Capital Corp. acquired an interest in Jazwares. The years that followed brought on multiple acquisitions, expanding Jazwares’ presence in the toy industry. First Act, Russ Berrie, Zag, Wicked Cool Toys, and KellyToy have all joined the Jazwares ecosystem, and even more acquisitions can be anticipated.

California location, and opens new offices in Paris, France, a key strategic territory; in addition to its international offices in the UK, Germany, Canada, Mexico, China, Hong Kong, and Vietnam. And it takes a big team to create such amazing toys and bring smiles to so many kids’ faces. To date, Jazwares has more than 900 employees, attracting top talent from a variety of industries, including major Hollywood studios, big tech, and top-five toy manufacturers.

HOW IT’S GOING In 2021, Jazwares hit a significant milestone surpassing $1B in gross sales. Jazwares is the fastest-growing toy company, with sales up 126% as of October 2021, according to the NPD Group, which is a growth rate that is eight times faster than the toy industry as a whole. With global sales in more than 100 countries, Jazwares will continue to expand its global footprint as it moves into a new headquarters in Plantation, Florida, expands its Culver City,

1997

Jazwares is founded by CEO Judd A. Zebersky (the “JAZ” in Jazwares), who left a career in law to follow his passion and make innovative toys.

1998

Pop-culture infused Jazwares Big Sippers hit retail shelves, featuring licenses like WWE, Pokémon, The Simpsons, and more.

2001

Jazwares debuts the Wally Wheels animatronic electronic bus, and Zebersky patents the technology for its electronic intelligence.

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ALL ABOUT THE BRANDS Since the beginning, Jazwares has focused on creating products featuring kids’ favorite characters. In 1998, the company debuted its first product launch: Big Sippers. These novelty, oversized, molded cups came in popular characters from Pokémon, The Simpsons, WWE, and many other popular licenses. And, since then, Jazwares brought more than a dozen franchises to the toy box, including Mega Man, Marvel, Hannah Montana, Astroboy, Sonic the Hedgehog, Power Rangers, Minecraft, and so many more. To this day, Jazwares works with huge licensing partners to provide kids with innovative products featuring some of the most popular characters. Disney, Fortnite, Pokémon, Roblox, Marvel, NERF, Sony, Halo, Nickelodeon, Warner Bros., Lucasfilm, and Moonbug Entertainment are just a handful of the companies with which Jazwares partners.

REAL SUCCESS STORIES While every Jazwares toy is packed with fun, multiple lines have made huge waves in the last year. In 2020, Jazwares acquired a major stake in KellyToy, a specialty company most known for its line of super-soft Squishmallows plush. Last year, Squishmallows was the No. 1 plush property, according to The NPD Group. The plush brand also surpassed 100 million units sold, a milestone the company commemorated with a Select Series Hans Squishmallow,

which sold at auction for $15,000 on eBay. Jazwares has looked to the digital world for toy inspiration over the years, partnering with the licensors behind top video games, mobile games, and content creators on YouTube, TikTok and other platforms. Moonbug Entertainment’s CoComelon boasts more than 630 million minutes watched, according to Nielsen polls last fall, with episodes and content available to kids on YouTube, Netflix, and many other digital platforms. Jazwares’ CoComelon Musical Bedtime JJ 10-inch Doll was the top-selling item within the plush category two years in a row. In 2021, the CoComelon Interactive JJ Doll was also a top-selling item, earning a spot on hot holiday toy lists, and selling out at retail on a regular basis. But wait, there’s more! In addition to these two wildly successful toy lines, Jazwares also has two of the top 10 items in the action figure category: The Roblox Mystery Figure 3-Inch Assortment landed the No. 1 spot on The NPD Group’s list, while the Pokémon Battle Figures Halloween

Calendar sat proudly at No. 9 (as of October 2021). Never fear: more branded fun is on the way. This year, Jazwares will add the Smurfs, Star Wars Micro, Fortnite Micro, and Wham-O to its brand lineup.

WHAT’S NEXT? With great power comes great responsibility. After so much success, Jazwares is still sticking to its original mission: to make kids smile. Through its Jazwares Cares division, the company has made a significant social impact, donating more than 1 million toys to children in need since its inception. Poised for another banner year, Jazwares is ready to launch into 2022 with an epic milestone anniversary, global corporate growth, new licensing partnerships, and super-fun toy lines, all in an effort to do what Zebersky always wanted: make awesome toys.

- Select Series Hans Squishmallow, which sold at auction for $15,000 on eBay.

Jazwares is the fastest growing toy company, with sales up 126% as of October 2021.

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2003

Zebersky and his daughter Elysa invent the Room by Room dollhouse concept, patenting the immersive play design.

2004

Jazwares secures its first master toy license with the Mega Man video game franchise.

2005

2006

Disney and Jazwares collaborate on the Disney Dream Sketcher, an electronic drawing tablet that paved the way for handheld electronic toys.

Marvel launches the Marvel Ani-Movie animated movie maker, which launches alongside the Marvel Heroes brand.

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with Judd Zebersky Founder & CEO, Jazwares

Since its inception in 1997, Jazwares has always been focused on working with great licenses. Why was this so important to integrate into the toy company’s DNA? Working with great licensors as partners has been important to us since the very beginning. We knew the cachet of hot licenses in popular culture would let us get our foot in the door with buyers. Today, it continues to be a huge part of Jazwares’ DNA and we continue to work with major licenses from gaming to entertainment to wrestling, all of them a major part of pop culture. I have great pride in that many of our key licensors have been with us for many years.

With major licenses like AEW: All Elite Wrestling, Pokémon, and CoComelon in your current portfolio, how does Jazwares work to develop unique items for each individual property? We have a talented team of designers and branding experts who dive deep into the DNA of each license in our portfolio,

2007

Disney and Jazwares collaborate on entertainment sensations Hannah Montana and High School Musical with interactive activity sets.

which is vast and diversified, reaching consumers of all ages from preschoolers to older kids to adult collectors. Not only do we work closely with our partners to understand the voice of each property, but we also brainstorm nonstop to create toys that kids will want to play with over and over, and that will stand the test of time.

How have acquisitions contributed to Jazwares’ rapid growth in recent years? Jazwares has successfully completed several acquisitions that have contributed to our overall momentum. What is most special is that while we have been building our business, we have also been building our talent pool. We have a wealth of talent that we have retained and attracted through our acquisitions. Jazwares truly has the best of the best in the industry, and I have a deep appreciation for what everyone in the company brings to the table.

How is Jazwares making an impact in both the mass and specialty toy markets? We work hand-in-hand with buying and logistics teams within the mass and specialty toy markets. We realize that not everything can be for the mass market, so

2009

Hot entertainment licenses Astro Boy, Planet 51, and Bakugan make their Jazwares debut.

we separate our efforts for the specialty market. We strive to keep our product mix fresh and unique for both specialty and mass, and put a lot of time and energy into making that happen. Squishmallows is a great example of how we effectively create the thrill of the hunt for collectors, who then share their hunting tips for those hard-to-find Squishmallows on social media, driving buzz and foot traffic to a variety of specialty and mass retailers. Our goal is to be a great resource partner, create products special to each segment, drive foot traffic, and overall make their jobs easier on them.

Jazwares is now entering into new categories, including costumes and pet toys. What led to the decision to expand in these areas? As a company, we believe we offer more capabilities than just toys in the traditional toy aisle. We will only venture into a new category if we can be proficient and offer value to the customer with our expertise. We are looking forward to launching new products that will innovate these categories.

2010

Jazwares launches a robust line of highly detailed figures based on characters from Sonic the Hedgehog.

2011

Jazwares brings signature style to the tech toy space with WWE Electronics, Star Wars Spy, and Power Rangers Electronics.

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Why is philanthropy important to Jazwares? Personally, I believe that giving back is not a want, but an obligation. Since our humble beginnings, philanthropy has been at the core of Jazwares. We formed Jazwares Cares to establish relationships with charities across the country and create a social impact that reaches kids in communities outside of just our backyard in Florida. Jazwares Cares’ mission is to support the health, well-being, and educational development of all children through play. Nothing is better than seeing smiles on kids’ faces. Our efforts are just a small step in making them feel good and creating a memory with a toy that brings them joy.

How do you think the company has evolved since founding it in 1997? That’s a great question. Since 1997, we have evolved in 10,000 different ways. We have been on a growth trajectory, and each year we work hard to better ourselves — we push for more, and it is a part of our culture. I’m fortunate to have a team of dedicated people who not only challenge themselves to do and be more, but also challenge me. I have colleagues who have been with me since the very beginning — that in itself is a tremendous compliment — and we’ve grown together over the years.

What do you think Jazwares brings to the table that’s unique from every other toy company? Kids today have a lot of choices, and we continually keep our finger on the pulse of new trends. I would say that what is unique about Jazwares is our ability to push the envelope of creativity and keep a laser focus on play. We are now a large toy company, but can still act like a small toy company. We have been able to quickly pivot many times in order to react to the marketplace. To hit on pop culture moments when they are in the zeitgeist, you need speed to market, and we have that ability.

What will Jazwares’ growth look like in 2022? In 2022, we are very optimistic that we will have significant growth. We have amazing new products slated for 2022, with many new opportunities that will be realized throughout the year.

We have been on a growth trajectory, and each year we work hard to better ourselves

2012

Hanna-Barbera, a division of Warner Bros., teams up with Jazwares on a collection of action figures, collectibles, and plush featuring iconic cartoon characters.

2013

Microsoft signs Jazwares as the master toy licensee for Minecraft, forever changing the positive growth trajectory of the toy company.

2014

2015

Alleghany Capital acquires an interest in Jazwares.

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Incorporating new trends in digital media, Jazwares develops Tube Heroes, one of the most differentiated brands in the company’s history.

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In 2022, plush brand sensation Squishmallows will continue to surprise and delight fans around the world. During the last six years, Squishmallows has grown into a global phenomenon, selling more than 100 million plush units. With multigenerational appeal, the brand has inspired millions to collect and share their Squishmallows squad across TikTok, with more than 4 billion organic brand posts to date on the platform. This year, fans will see new original and licensed Squishmallows in sizes ranging from 5-24 inches with new stories, personalities, and aesthetics. The popular plush collectibles will be supported by robust digital and social campaigns, while expanding into a full-fledged global lifestyle brand across an array of consumer products categories — including metaverse gaming — with recently launched Squishmallows on Roblox, in film, on television, in publishing, on live tours, and more. Exciting new additions are coming this year, including new members of the Prehistoric Squad, Fantasy Squad, seasonal plush, and more.

The Pokémon brand continues to expand every year, and Jazwares has an exciting lineup for 2022 that fans of all ages will love, including catered multipacks for kids and new seasonal and select looks for collectors. Fans can also look forward to a refresh of the Pokémon Surprise Attack Game, 6-inch Select Super-Articulated figures, and in-scale figure multipacks featuring lots of fan-favorite characters. Jazwares will also offer refreshed versions of its 8-, 12-, 18-, and 24-inch plush, and launch new lines within the electronics and role-play categories. One of this fall’s exciting key drivers is Fly & Fire Charizard, which features motion-activated lights, authentic sounds, movements, and an included 2-inch Pikachu with a launcher for training. Plus, the Carry Case Volcano Playset is perfect for on-the-go fun. The robust line will be supported by TV, digital, influencer, PR, experiential, and retail campaigns throughout 2022.

2016

Jazwares acquires First Act, a leading musical instrument company.

2017

Multiplayer game sensation Roblox collaborates with Jazwares on a line of game-inspired toys, which successfully continues to present day.

2018

Jazwares acquires collectibles company Zag Toys, and premier plush manufacturer Russ Berrie.

Since teaming up with Moonbug Entertainment in 2020, Jazwares has created a captivating toy line supporting CoComelon, the No. 1 kids’ and educational YouTube channel in the world — attracting 3.2 billion monthly views — and a Top 10 program on Netflix in 29 countries. Jazwares’ CoComelon toy line includes all of the characters from the show with a focus on JJ, his family, and his school friends. The product assortment offers a wide array of preschool-friendly play options, perfect for celebrating big moments for little kids. Last holiday season, the CoComelon Deluxe Interactive JJ Doll was one of the season’s top toys, as proven by the tremendous consumer and retail demand. In 2022, new playsets, vehicles, and characters — including the CoComelon Boo Boo JJ Plush — will surely surprise and delight parents and kids everywhere.

2019

Jazwares adds Wicked Cool Toys, a leader in collectibles and consumer products, to its portfolio of brands. Jazwares also becomes the master toy licensee for Blippi.

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Jazwares brings its highly anticipated Costume Play division

to life in 2022 with the support of a vast array of epic new licenses and owned IP. The new division will focus on the development of yearround licensed costumes, premium cosplay, masks, and accessories for fans of all ages. Jazwares’ first lineup of dress-up trunks and everyday costume play products will be available this fall, with all-new styles launching across multiple retail channels just in time for Halloween. Highlights will include hundreds of costumes, masks, and accessories featuring beloved characters from Star Wars, the Marvel Multiverse, Spider-Man’s Spider-Verse, Squishmallows, and more.

AEW continues to thrill audiences around the world with action-packed entertainment and the industry’s top wrestling talent. Since tag-teaming with AEW in 2020 for its first line of action figures and role-play collectibles, Jazwares has pushed the boundaries of design, detail, and articulation for the brand. With the wildly popular AEW Unrivaled and AEW Unmatched lines, fans have had the opportunity to collect their favorite stars in the form of action figures, featuring an impressive 25 points of articulation, real 3D scanned likenesses, and a variety of accessories and ring wear authentically styled from AEW Dynamite and PPV events. This year, the AEW Unrivaled Collection will receive a complete refresh with even more wrestling stars making their action figure debut, as well as highly detailed ringsideinspired playsets for fans to recreate their favorite AEW matchups.

Preschool continues to be a key growth area in 2022, as Jazwares continues as master toy licensee for Boat Rocker’s animated children’s series “Dino Ranch.” The robust toy collection builds on the dino-themed world with a diverse line of playsets and character sets for kids to play out their favorite “pre-westoric” adventures and build their very own ranch. This line includes the iconic Dino Ranch Clubhouse, the ultimate destination for Rancheroo friends with plenty of opportunities for play and discovery. The set comes with a 3-inch Jon figure, his dino best friend Blitz the velociraptor, and Bopper, the mischievous baby pachycephalosaurus. The Dino Ranch Clubhouse, along with collectible mini dinos, plush, vehicle, and character sets, will continue to launch through the year with refreshes that align with the newest episodes of Dino Ranch.

2020

A banner year for Jazwares, the company acquires a majority stake in Kellytoy. Jazwares secures rights to create action figures and role-play toys for AEW: All Elite Wrestling.

2021

Jazwares tops holiday wish lists around the world with best-selling toys, including the CoComelon Deluxe Interactive JJ Doll and the leading plush property Squishmallows.

New size, scale, and collectability come to the Star Wars galaxy with Jazwares’ highly detailed Star Wars Micro Galaxy Squadron portfolio. The micro-scale vehicle line spans the entire Star Wars saga with multiple waves of vehicles kids and collectors will love to chase, play and display. This dynamic new line delivers authentic, scaled micro vehicles, with supreme detailing for captivating display, as well as playable action features and 1-inch articulated micro figure accessories. Helping fans everywhere build their squadrons are the Scout Class Blind Packs, Light Armor Class, Starfighter Class, Transport Class, Starship Class, and Vehicle Assault Class, all of which represent collector grade vehicles at highly accessible retail price points.

2022

Celebrating its 25th anniversary, Jazwares emerges as one of the fastest-growing toy companies in the industry, according to The NPD Group.

jazwares.com | @jazwares

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POP PICKS

compiled by Nicole Savas, social media editor STAR WARS: THE CLONE WARS AHSOKA TANO DOG LEASH BUCKLE-DOWN You don’t have to look tough to be tough, but with this Star Wars-inspired leash, your fur baby will look pretty powerful. From a galaxy far, far away, this leash is made of high-density polyester and steel hardware. It features a pattern with Ahsoka Tano’s iconic tattoos and motrals. MSRP: $16.90 | Available: Her Universe

PIXAR TOY STORY’S PIZZA PLANET PILLOW DOG & CAT BED CHEWY

HARRY POTTER WIZARDING WORLD MONSTER BOOK OF MONSTERS DOG TOY FETCH FOR PETS

Yer a hairy wizard. Pet lovers can discover more magic with the collection of Harry Potter licensed toys, collars, and hoodies, available exclusively at PetSmart. This squeaker toy is designed for all of the furry monsters in your life. It features crinkling and squeakee sounds. We promise it doesn’t bite! MSRP: $4.97 | Available: PetSmart

Ooooooh! Pizza! Turn your living room into Pizza Planet with this pet bed designed to look like the box featured in Toy Story. It’s available in small and large sizes, so no matter how big your pet is, you can say “You’ve got a friend in me.” MSRP: $29.99-34.99 each Available: chewy.com

NERF ULTRA BLASTER GIFT SET NERF DOG

Journey to the underground with the new BarkBox Stranger Things collection. Doggos can tear into Beggos Woofles plush crinkle toys, save the day by destroying the Demobat with whip-and-flip wings, dress “pup” as a Demodog (pictured), and cuddle or chew their pal Eleven (She stopped an apocolypse, but can she take on your dog?).

Sure, you could throw a tennis ball, but you could also launch it out of this blaster and send it 50 feet into the air. When dogs bring the slobbery tennis ball back to you, you can pick it up hands-free by placing the barrel directly on it. Dog parents can store the tennis ball underneath the blaster when playtime is over, ensuring you’re always ready for your next dog park trip.

MSRP: $23/month (BarkBox); $29/month (Super Chewer) | Available: barkbox.com

MSRP: $19.99 Available: Petco

STRANGER THINGS BARKBOX BARKBOX

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MINT CONDITION

t seems like everything old is new again — the world is rife with high-waisted jeans, reboots of ’90s shows, and the reemergence of popular games from decades ago. Nostalgia is like comfort food for our psyches, drawing us back to sunny afternoons spent haggling and bartering over our most precious possessions, whether those are Polly Pockets, Tamagotchis, or trading cards. More than a century after their introduction in the late 1800s, trading cards are still one of the most profitable and most popular items to buy, sell, and trade.

WHERE DID WE COME FROM AND WHERE DO WE GO? Trading cards have been around since the late 1860s. According to the Cornell University Library, trading cards originated as trade cards, which were tiny pieces of paper that advertised sellable goods 76 || Issue Issue No. No. 13 13 || THE THE POP POP INSIDER INSIDER 76

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like oyster crackers or cigarettes. As new developments in technology allowed for more businesses to invest in color printing, the hype around trade cards petered out, only to reemerge at the beginning of the 20th century. Around the same time that baseball became a professional sport, sporting goods company Bowman Corp. began printing cards featuring famous baseball players. In an attempt to appeal to a younger audience, most baseball trading cards came tucked into candy and tobacco products — an extra treat for die-hard fans — and the industry boomed. Although trading cards remained in vogue from the early 20th century to the ’80s, the product really took off in the ’90s. “The hobby of collecting cards was rooted in a community back in the ’70s and ’80s, going to card shows at malls and local shops. [But] the ’90s collecting

boom kicked all of that into high gear,” explains Adam Gellman, founder of the online blog Sports Cards Uncensored. “Card companies were putting out millions of copies of each card.”

REACHING NEW HORIZONS However, sports cards weren’t the only trading cards making a mark. Some of the most iconic pop culture brands started off with collectible cards in the ‘90s: Sailor Moon, Yu-GiOh, and Pokémon. On Feb. 27, 1996, Pokémon launched its first two video games, followed closely by the Pokémon Trading Card Game (TCG). Pokémon found commercial success because of its multigenerational products. As Courtney Kim, product marketing manager for the Pokémon TCG puts it, “Fans who grew up with the brand are now parents themselves and want to share their love

Background: Vintage baseball cards from the ‘70s of New York Yankees players | Source: iStock

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of Pokémon with their children.” Not only does the brand lean into nostalgia, but it also opens the door for younger generations to find and fall in love with the thrill of collecting. Scott Pratte, one of eBay’s most profitable collectors and sellers of Pokémon trading cards, agrees. “The ’90s Pokémon mania was like nothing else. The cards were a fun way to interact during the ’90s craze: Seeing what each Pokémon would look like in a set, how strong it was … enhanced the Pokémon and ‘90s experience.” The hype over Pokémon cards has sustained itself throughout the brand’s 25 years, finding its niche in the online collecting community. Many collectors, including Pratte, have made a business out of buying and selling Pokémon cards. Unlike sports cards, Pokémon cards have an added appeal of special- or limited-edition cards with limited runs. Players can receive these cards at tournaments, such as the Word Championships that took place annually before the pandemic. “The trophy cards in Pokémon (the rarest and most valuable) are the best,” explains Pratte. “Not only are they rare, but they are also typically only awarded at a tournament to the winners, and the art tends to capture the event.” To Pratte, and perhaps other collectors, Pokémon cards are valuable because their rarity has a purpose. When players win a Pokémon TCG tournament, the cards they win represent their victory. Of course, each card has monetary value. In fact, the trading cards category on eBay has had an upward sales increase for the last seven years. According to Bob Means, director of trading cards at eBay, “2020 was a breakout year that saw an industry-wide surge in collecting and flipping trading cards. eBay’s trading cards category grew 142% that year.” Last year, an average of two trading cards were sold every second on eBay. More collectors are flocking to eBay to sell their stashes, enticed by the website’s auction-based platform, which has become such a popular hub for selling cards

that eBay recently implemented — and then expanded — its authenticity guarantee to combat fraudulent products. For cards valued at more than $250, sellers now must ship the product directly to third party authenticators before it gets sent to its new home. It comes in handy whenthese Pokémon cards can go for upwards of $20,000.

TRADING CARDS IN THE DIGITAL AGE Some of the trading card hype from the past few years can be attributed to the COVID-19 pandemic. With more time to invest in hobbies like trading cards, the industry surged, filled with people rediscovering their passion for their collections of yesteryear. And although the world returned to semi-normalcy this year, the industry has not waned. eBay is still reporting record sales numbers, including triple-digit growth in the overall trading cards category. As more collectors begin selling on eBay, the website is seeing an increased interest in digital cards in the form of non-fungible tokens (NFTs). This year, eBay “will add new capabilities that bring blockchain-driven, digital collectibles to eBay, including the sale of NFTs,” Means says. The website currently boasts a wide variety of NFTs, from a Tom Brady rookie card to an NFT of Kurt Cobain’s last photoshoot, and is looking to add trading cards to its résumé. eBay is poised to become a major player in the buying and selling of NFTs. Trading cards are also beginning to enter the larger digital space. Fanatics, a global digital sports platform, acquired Topps Trading Cards earlier this year with the intention of launching a new, digital trading card market. Shortly after the two brands merged, Fanatics released zerocool, which offers products direct-to-con-

sumer using a blind auction. Since its initial launch, zerocool has collaborated with NFT brand VeeFriends and, most recently, the Jackass film franchise. Both collections featured original, digital trading cards that fans could bid on on zerocool’s website, paving the way for a completely new and untouched market for trading cards. Similar to how trading cards initially were targeted at kids, this pivot to the digital realm promises to entice younger generations. “With Fanatics taking over the production of cards … we’ll see a really strong effort to widen the base of collectors,” agrees Rich Mueller, editor at Sports Collectors Daily. “Collectibles are a big deal to the younger adult demographic right now, to the point where they see the best cards and memorabilia as valuable investments.” Despite not living through the ’80s and most of the ’90s, these younger generations are drawn to this sense of nostalgia. It’s become cool to collect items like records, vintage clothing, and trading cards. By shifting the industry to a digital space, Fanatics is opening the door for young adults to discover the joys of collecting trading cards by catering to their generation’s zeitgeist. Fads have come and gone, but trading cards seem here to stay, whether in physical or digital form. As card companies expand into new markets with broader offerings, the growth in the trading card industry shows no signs of slowing down. Gellman agrees: “I think there will always be a market for cards. Always.” ✪ ABOUT THE AUTHOR Hannah Sacks is an editorial assistant at Adventure Media & Events. She writes feature pieces, trend articles, news, and product roundups for the Toy Book, the Toy Insider, and the Pop Insider. She’s an avid reader and a connoisseur of pop culture. You can follow her on Instagram at @hannahsacks.

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FAN FUEL

Food may not always play a central role in Downton Abbey, but it is always there. “The rhythm of each day is dictated by meals — for the servants as much as for the family,” says Anne Gray, the author of The Official Downton Abbey Cookbook, published by Insight Editions and available at major retailers and insighteditions.com. “And, of course, every big occasion is marked with food: Christmas, birthdays, all of those weddings — the kitchen is key! It’s hard to imagine the series without food being utterly integral to it.” With the new film, Downton Abbey: A New Era now in theaters, it is the perfect time to celebrate the British series with a homemade sweet treat. Below is a recipe from the cookbook for Dundee Cake, which appears regularly throughout the series at teas and fairs. You may not be Mrs. Patmore, but you can at least feel like it.

Dundee Cake Ingredients • 1 lb mixed golden and dark raisins • 6 tablespoons Scotch whisky • 1 cup butter, at room temperature, plus more to coat the pan • 1 cup firmly packed Demerara sugar • Pinch of salt • 4 eggs • 2 1/4 cups flour • 1/4 teaspoon ground cinnamon • 1/4 teaspoon ground nutmeg • 1 cup plus 2 tablespoons ground almonds • 1/2 cup orange marmalade • Finely grated zest of two oranges • 2/3 cup whole blanched almonds, for decorating Method • Put the raisins and the whisky into a pan and heat over low heat, stirring once or twice until hot, for 10-15 minutes. Remove from the heat and leave to steep for about two hours. • Preheat the oven to 325°F. Grease a 9-inch round cake pan. Line the bottom with parchment paper and butter the parchment. • In a large bowl, use a handheld

mixer on medium speed or a wooden spoon to cream together the butter, sugar, and salt until smooth and creamy. Add the eggs, one at a time, together with a spoonful of the flour with the first egg to stop the mix from curdling, mixing well after each addition. Then, beat in the remaining flour and the cinnamon and nutmeg until incorporated. Finally, stir in the raisins and whisky, ground almonds, marmalade, and orange zest until evenly distributed. • Spoon the batter into the prepared pan and smooth the top with the back of the spoon. Arrange the whole blanched almonds on top in concentric circles, with the pointed end of each nut directed toward the center. Bake until a skewer inserted into the center of the cake comes out clean, about 90-105 minutes. • Let the cake cool completely in the pan on a wire rack, then carefully turn out the cake, peel off the parchment, turn the cake upright, and serve. ✪ Dundee Cake Source: Insight Editions

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