IN THIS ISSUE
DEPARTMENTS
What’s New in Pop-Culture Products
8 | RETAIL RUNDOWN
Pop Mart captures U.S. fans.
22 | GEEK BOSS
Grant Lyon is serious about gaming.
18 | EVERYTHING IS WICKED
Wicked defies expectations with magnificent merch.
40 | BIG HAIR, BIGGER NOSTALGIA
These ‘80s-inspired collectibles are totally awesome.
44 | LET’S GO TO THE MOVIES
This Year’s Upcoming Theatrical Releases with Merch to Match
48 | ENTER THE PLUSH KINGDOM
Plush continues its reign over fandom and collector spaces.
SCAN TO SUBSCRIBE TO THE POP INSIDER!
Keepsakes from Every Universe for Every Budget
Game night gets an upgrade.
36 | KIDS’ MERCH
Toys and Collectibles for Teeny, Tiny Fans
30 | NEXT-GEN NEWS
The Latest Headlines in Kids’ Merch and Entertainment
32 | BARNEY’S TEE-RIFIC COMEBACK
Bringing the Purple Dinosaur to the Next Generation
On the cover: Under license from Hasbro, the Jem and the Holograms 12-inch doll from TLS Toy comes with a base that plays the theme song from the original TV series. The doll is available now for $24.99 at Walmart.
Source: TLS Toy
Below: LEGO Elphaba & Glinda Figures ($54.99)
Source: The LEGO Group
CEO
Laurie Schacht • laurie@popinsider.com
VICE PRESIDENT & PUBLISHER
Jackie Breyer • jackie@popinsider.com
EDITORS-IN-CHIEF
Ali Mierzejewski • ali@popinsider.com
Marissa Silva • marissa@popinsider.com
SENIOR EDITOR
James Zahn • james@popinsider.com
ASSOCIATE EDITORS
Samantha Connell • samantha@popinsider.com
Katherine Hill • katherine@popinsider.com
ASSISTANT EDITORS
Taylor Battle • taylor@popinsider.com
Ashley Pelletier • ashley@popinsider.com
Ellen Slater • ellen@popinsider.com
EDITORIAL ASSISTANTS
Annie Marino • annie@popinsider.com
Stephanie Szulborski • ss@popinsider.com
SOCIAL MEDIA DIRECTOR
Nicole Savas • nicole@popinsider.com
ART DIRECTOR
Joe Ibraham • joe@popinsider.com
GRAPHIC DESIGNER
Elena Sorce • elena@popinsider.com
DIRECTOR OF OPERATIONS
Bill Reese • bill@popinsider.com
EXECUTIVE DIRECTOR OF SALES & MARKETING
James Devin • jd@popinsider.com
SENIOR SALES & MARKETING EXECUTIVE
Stephanie Katz • stephanie@popinsider.com
SALES & MARKETING ASSISTANT
Kate Kenny • kate@popinsider.com
NEWS WRITER
Natalie Miller • natalie@popinsider.com
INTERN
Valerie Kluge • val@popinsider.com
Follow us @thepopinsider
#fuelyourfandom
COLD WEATHER, HOT MERCH
Looking for something to cure your winter blues? We’re coming in hot with 52 pages of fandom-fueled merch to warm your heart.
For those feeling nostalgic for simpler times (We see you fawning over that Jem and the Holograms cover!), you’re definitely not alone. This issue is packed with tons of retro goodness that will make you feel all warm and cozy inside. Turn to page 40 for a trip back to the ‘80s with new iterations of old favorites like ThunderCats, Back to the Future, and — of course — Jem and the Holograms.
If you were a Barney kid, you’ll want to check out our Pop Junior section (page 32). We took a look at the merch behind the new Barney’s World series and why Barney’s legacy still has us singing, “I love you, you love me…”
Like everyone else, we’re holding space for the lyrics of “Defying Gravity” all of the swankified Ozian merch inspired by Wicked — and that space is on our shelves, in our closets, in our kitchens, and more. On page 18, we take a deep dive into some of the biggest Wicked collabs and why the marketing campaign — just like the movie itself — was a smash hit. (Bonus: Get a sneak peek at what’s coming to theaters this year, including Wicked: For Good on page 44.)
Whoever says that your collectibles shelf can’t be a work of art has clearly never heard of Pop Mart. Turn to page 8 to see what the designer-based collectible manufacturer is up to, and how they plan to expand in the future.
Of course, with Toy Fair happening, we have the inside scoop on the amazing stuff coming out this year — including collectibles (page 12), games (page 26),
and great picks for kids (page 36) — from your favorite companies rounded up in our Fandom Finds sections.
Plus, old staples from our childhood toy boxes are following us into adulthood, providing us with a sense of community and emotional support and proving we’re never too old to play. We talked to comedian Grant Lyon, the creator and star of Grant’s Gamer Recs, on page 22 to see how he’s built a career around his love of tabletop games. Also, take a look at the plush craze sweeping pop culture, as more brands get the soft and squishy treatment (page 48).
If you’re at Toy Fair, come by Booth No. 3327 and say hello! And if not, we’re always your go-to source for pop-culture news, sneak peeks, and giveaways on Instagram @thepopinsider. ✪
ABOUT THE EDITORS:
Marissa Silva and Ali Mierzejewski are editorsin-chief of The Pop Insider and The Toy Insider. As experts and trend finders in the pop-culture industry, they have been featured on ABC World News Now, Good Morning America, The TODAY Show, MSNBC, Fox Business, and dozens more. Follow them on Instagram @thattoygirl and @hashtagtrendy. THE POP INSIDER, Winter 2025 — “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. © 2025 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: $25 for four issues. 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 email bill@popinsider.com
NERDY NEWS
The Nintendo Switch 2 Is OTW
After a long wait from fans, lots of building excitement, and many (many) leaks, Nintendo has unveiled the Nintendo Switch 2, set to launch later this year.
The new console boasts a bigger screen, sleek new Joy-Con, an enhanced popout stand, a new USB-C port, and more. The teaser video shows that the new console will speed into homes this year with a new version of Mario Kart
Gamers can enjoy new Nintendo Switch 2-exclusive games in addition to some but not all — of the physical and digital Nintendo Switch games, thanks to the console’s backward compatibility. More details will be available on April 2. ✪
Source: FUN.com
Kick Some Spectre Butt with FUN.com’s New
Ghostbusters Sneakers
These slimy shoes give fandom “drip” a whole new meaning.
FUN.com’s new Ghostbusters shoe collection captures the films’ hauntingly hilarious spirit — with no proton pack required. Fans can choose from three different styles, including the Ghostbusters Logo Shoes, which is a nod to the classic boilersuits; a pair of white high tops inspired by the Stay Puft Marshmallow Man; and a slime green pair complete with accents of Slimer’s favorite foods.
The Slimer shoes will retail for $59.99, while the other two pairs cost $49.99 each. All three styles are available now. ✪
Squishmallows, Crunchyroll and More Fandoms Get the Brick-Building Treatment
Known for its Squishmallows plush line, as well as action figures, collectibles, and preschool toys, Jazwares launched BLDR, a new line of licensed building sets inspired by Squishmallows characters, Hello Kitty & Friends, and Crunchyroll properties like Chainsaw Man and Jujutsu Kaisen. The Squishmallows sets have a soft SquishBrik for their bellies to keep their iconic softness in buildable form, and the Chainsaw Man set lets fans build a 9-inch figure of the titular character. BLDR sets are available now at Target and Amazon, with more options coming later this spring.
This May, brick-building fanatics will also discover a new way to build with Mattel Brick Shop. Although the details are sparse, we do know that this new collection will feature add-ons and extra pieces for customization options. The company already offers fandom favorites in its MEGA line, including Pokémon, Fallout, and Halo. For more information on the line, sign up for notifications on Mattel’s Brick Shop page at shop.mattel.com. ✪
BLDR Yuji Itadori Buildable Action Figure Construction Set | Source: Jazwares
Source: Nintendo of America
by Samantha Connell, associate editor
If the question “What figure will I get?” hasn’t been on your TikTok feed yet, it will be soon — largely thanks to Pop Mart.
The China-based toy company is gaining popularity in America, with collectors and creators uploading unboxing videos featuring Pop Mart products and millions of social media users following to see what will be added to the shelf.
Pop Mart works with hand-selected artists and designers to deliver more than 10 original figure collections with signature
styles, including The Monster with big toothy grins and Molly with large watery eyes. Fans have developed deep connections to the characters’ unique features, and since the company frequently releases new versions of these branded figures with updated themes and color schemes, they can regularly unbox different series to extend their collections.
In addition to figures, Pop Mart carries apparel and accessories inspired by its original characters, offering everything fans
Labubu (left), Molly (middle), and Skullpanda (right) are three of Pop Mart's original characters. | Source: Pop Mart
need to fill their shelves, upgrade their bags or backpacks, and decorate their desks. And that’s just scratching the surface of what they offer.
ORGANIC ORIGINAL BRANDING
Pop Mart’s original collectible lines include Skullpanda, CryBaby, Molly, The Monster, Hirono, Sweet Bean, and Kubo. Designed by artists from Japan, China, South Korea, the U.S., and more, each Pop Mart series has specific features and sculpts that speak to individual consumers.
The Monster collection, which series creator Kasing Lung started as an illustrated story before developing it into the vinyl toy collection, has hit a perfectly sweet-yet-spooky spot with a look that fans love to sport as a trendy accessory for purses, backpacks, and belts. In particular, the character Labubu’s simple, playful, and mischievous vibe makes it a fan-favorite for customizing and displaying, even catching the eye of celebrities like BlackPink member Lisa. The team behind Pop Mart is very aware of how Lung’s character collection resonates with fans. “Labubu has transcended age and cultural boundaries, becoming an icon of self-expression and inspiring a passionate global collector community,“ says Eva Zhao, Pop Mart’s head of international marketing. “Labubu’s innovation has redefined the art toy industry, leading the trend for vinyl face plush toys and driving a staggering 993.6% growth in Pop Mart’s plush toy revenue compared to 2023.”
Pop Mart’s incredible attention to detail and dedication to artistic integrity have contributed to its rise in popularity, but fans might feel overwhelmed with the product catalog. This lends space for dedicated fansites, like Pop Mart World (popmartworld.com), to step up and help newcomers and loyal followers navigate the offerings.
Lucy Nguyen, the creator and webmaster of Pop Mart World, discovered Pop Mart when she came across the Skullpanda collection, designed by artist Xiongmaio. She was drawn to the line’s aesthetic of being “chic, stylish, and super detailed,” and noted that fans were even doing makeup looks inspired by the characters. “I came across a Skullpanda unboxing and was instantly hooked by the design and art,” Nguyen says. “I’m sure a lot of people can relate to that moment when curiosity turns into obsession. Next thing I knew, I was deep
The Mega Space Molly series features the signature character dressed in a variety of space suits, including some inspired by licensed characters like the Care Bears, Garfield, and more. | Source: Pop Mart
down the Pop Mart rabbit hole — and now here I am, running a fansite.”
The fansite is divided into the different Pop Mart collections, with images and information readily available for fans diving into the brand. It also features resources, like where to purchase items and how to avoid scammers or resellers; events; blogs; comics; and fan-made quizzes, in which other collectors can discover which Pop Mart character they are, test their knowledge of the brand, and more.
“I originally created it as a database to help others easily find information about Pop Mart brands,” Nguyen says. “I was frustrated when I couldn’t find the details I wanted in a clear, organized way, so I decided to build something that matched my vision.”
CUTE, COLLECTIBLE MYSTERIES
Pop Mart draws in casual and professional collectors by offering most of its characters as mystery box figures. The community bonds over guessing which figure they might get, trading the characters they opened, and discovering the items included in each mystery box series drop. Though not a new concept, this element of surprise has captured shoppers of all ages.
“First off, blind boxes hit us right in the feels — they bring out our inner kid. With so many characters and brands to choose from, it’s easy to find one that speaks to you,” Nguyen says. “And let’s be real, the thrill of unboxing and scoring the figure you want? Pure happiness.”
Pop Mart’s mystery boxes often come in themed series. With most series concluding at 12 figures, fans have a 1-in-12 chance to get a regular figure and a 1-in-144 chance of get ting a rare (or secret) fig ure. For fans who enjoy the element of surprise, but prefer to build a full collection, Pop
Mart offers a set that contains 12 mystery boxes with one figure per box. If the set contains a repeated figure, the retailer will exchange it for the missing one in the series.
There’s more to Pop Mart than mystery figures — the company also delivers plush toys and accessories including drinkware, bags, and phone chains. No
matter the medium, all of the products feature Pop Mart’s commitment to artistry, original branding, and collectibility. For example, fans can purchase a single ($12.99) or a whole set ($77.94) of the Molly Daily Look — Phone Chain Blind Box, which feature signature Molly characters, shiny beads, textured bows, and more.
OFFICIALLY LICENSED, OFFICIALLY POPULAR
“They’ve nailed it with collabs — whether it’s with brands, celebrities, or shows — and their retail presence is massive. They stay in your face, making sure fans have endless ways to engage, whether online or in person. Safe
Pop Mart also answers the everlasting request for more officially licensed merch — combining its original designs with characters fans know and love from movies, shows, and comics.
Pop Mart and its artists work with brands like Disney, Harry Potter, Warner Bros., Care Bears, and more. Last month, members of the Losers Club were treated to the Molly — IT Mini Figure ($59.99). The collectible mixes the iconic Molly brand features with the creepy Pennywise costume, balloon, and makeup.
“They’ve nailed it with collabs — whether it’s with brands, celebrities, or shows — and their retail presence is massive,” Nguyen says. “They stay in your face, making sure fans have endless ways to engage, whether online or in person. Safe to say, they know exactly how to keep us hooked.”
Collectors can also find their comfort character in brand-new designs and series. Last month, Pop Mart released the Demon Slayer: Kimetsu no Yaiba Birth Flower Series Figures. This mystery box line includes 12 different Demon Slayer characters with flowers that align with each month. Figures include Tanjiro Kamado,
Pop Mart combines its original figures with characters from brands like How to Train Your Dragon and IT. | Source: Pop Mart
Nezuko Kamado,Zenitsu Agatsuma, and Obanai Iguro.
Last month, Pop Mart released the Disney/Pixar Lotso Wondrous Rendezvous Series Figures ($16.99 each, $152.91 for the whole set). Fans can collect figures of the villainous bear from Toy Story 3 playing violin on the moon, icing a cake, opening a letter, holding a bouquet of flowers, and more.
EXTENDING THE FUN
The figures’ collectibility and freakyyet-fun features aren’t Pop Mart’s only draw. The company also ignites campaigns to spark interest and increase conversation around the brand. In November, fans had the opportunity to play a limited-time, Labubu-themed online game during the Unleash Your Inner Athlete program. Inspired by the new Labubu Rhythmic Gymnastics figure, which showcases the character in a silver outfit and gymnastics pose, the game challenged players to memorize positions of cards and then match six pairs. Winners could potentially purchase the figure, receive an artist-signed postcard, and more.
Pop Mart delivers The Monsters collection as experiential collaborations, events, and products as well. As Zhao mentions, “Highlights like [Labubu’s] ‘Amazing Thailand Experience Explorer’ honor, the first Labubu-themed store in Bangkok, and collaborations with Coca-Cola, Milan Fashion Week, Vans, and Uniqlo showcase its cultural resonance and global influence.”
ALWAYS AVAILABLE, ALWAYS ARTSY
Despite the increasing ease of ordering collectibles through e-commerce sites, Pop Mart’s U.S. retail locations have expanded over the past few years. With the first permanent U.S. location finding a home in California in 2022, there are now more than 12 stores for U.S. customers and collectors to explore.
For those outside the 50 states, there are plenty of places to fall in love with the brand’s unique designs. Pop Mart has
more than 450 stores across 30 countries. Those in Australia, China, the UK, South Korea, and more can enjoy a vibrant, colorful world when they walk through the doors of a Pop Mart brick-and-mortar location. Shoppers of all ages can browse through the different collections, see which characters they have a chance to unbox, and discover which designs best fit their personality.
“By integrating local elements into store decor, such as the scenic design of our Ba Na Hills store in Vietnam or the artistic atmosphere of our Louvre store in Paris, we create spaces that blend collectible culture with the essence of each location,” Zhao says. “These thoughtfully curated experiences deepen connections with fans and position our stores as cultural and lifestyle destinations.
For collectors who know that an entire store of merchandise will be detrimental to their bank accounts (and shelf space), the company’s additional Robo Shops are a great fit. Typically found in malls and marked by a large golden crown, these vending machines dispense a limited option of different Pop Mart collectibles, including brands like Molly, The Monsters, and Hirono. Visitors can use the large touch screen to look through the options, make their selections, and
receive a figure. Most Robo Shops also feature windows with collectibles on display so you can see more than a mystery box and digital image.
“The whole in-person shopping experience has become a thing: Fans love trying their luck by guessing what’s inside each blind box,” Nguyen says. “Whether it’s shaking, weighing, or just going with their gut, it adds an extra layer of fun.”
FORWARD THINKING
With the company’s success fueling the creative, collectible tank, fans can continue to expect new products, exciting collaborations and — of course — more unboxing experiences.
“Our weekly product launches keep the excitement alive, offering fresh and diverse IPs that consistently engage fans,” Zhao says. “Looking ahead, we are focused on opening more flagship stores and enhancing the shopping experience to inspire our growing community.” ✪
ABOUT THE AUTHOR:
Samantha Connell is an associate editor for The Pop Insider, The Toy Insider, and The Toy Book. She loves to write, craft, and play with her adorable dog, Willow. She is a Ravenclaw, Star Wars fan (prequels included), and Clemson
She also thinks that she is
alumna.
the favorite aunt.
Pop Mart has more than 450 retail locations in the U.S., where fans can find dozens of mystery box options, in addition to displays of all the possible characters available in each series. | Source: Pop Mart
POPTATERS
SUPER IMPULSE
Fans of Godzilla and Masters of the Universe can add spud-tastic figures to their collections. Skeletor and He-Man (pictured) appear as 4-inch Potato Head collectibles.
Sonic fans can pick up a Knuckles Poptater exclusively at Target.
MSRP: $14.99-17.99
Available: Amazon (Spring)
New plush, figures, retro finds, and more will hit the shelves this year.
WICKED: DULCIBEAR AND DR. DILLAMOND PLUSH
THE NOBLE COLLECTION
You will be popular when you add these cuddly Wicked characters to your plush collection. These animal friends from the Land of Oz have soft fur, endearing expressions, and film-accurate details.
MSRP: $19.99 each
Available: noblecollection.com (preorder)
PEANUTS SUPER CYCLES JOE COOL SUPER7
Take a ride on the Peanuts side with Joe Cool himself. This 5-inch vinyl figure of Snoopy’s alter-ego sits in the driver’s seat of a yellow tricycle, which functions with the internal wind-up mechanism.
MSRP: $60
PREMIUM COLLECTIBLE FIGURE THRILLJOY
Beetlejuice, Beetlejuice, Bee ... ware of the ghoulish fun that comes with this limited-edition collectible, complete with a display-ready background. There’s a 1-in-6 chance of collecting a chase variant.
MSRP: $44.90
Available: boxlunch.com, hottopic.com
WARHAMMER PLUSH COLLECTION TOMY
Hug your favorite fantasy characters with plush inspired by the gaming world of Warhammer. Gryph-hound Balthas, Grenade Nurgling, and Skaven Deathmaster (pictured) join the collection with authentic details and quality craftsmanship.
MSRP: $16.99 each
Available: Amazon, warhammer.com (Spring/Summer)
UFC PUNCHING BAG CAPSULE
PMI KIDS’ WORLD
Gather the heaviest hitters by collecting 12 mini-figures from the world of UFC fighting. Each capsule includes a fighter, accessories, stickers, a mini poster, and a connecting base that allows collectors to build a complete Octagon.
MSRP: $9.99 each | Available: Spring
BITTY POP! BITTY CITY FUNKO
Get ready for adventures in the big city by connecting towns, rides, and more to create your very own Bitty City. Funko fans can collect building packs to customize their cities with scenery, road, and land pieces.
MSRP: $7.99 each
Available: funko.com (Summer)
THE UMBRELLA ACADEMY SEASON 3 & 4
LAKESHORE RECORDS
Relive the adventures of your favorite superhero siblings with the soundtrack of The Umbrella Academy Seasons 3 and 4. The two-LP set features black-and-whitesplattered records with a full-color sleeve and inserts.
MSRP: $34.98 | Available: Amazon
MIGHTY MORPHIN’ POWER RANGERS AUTO-MORPHIN’ FIGURES
PLAYMATES TOYS
Add mighty morphin’ nostalgia to your collection with the iconic Power Rangers. With a press of the lever, collectors can watch all six Rangers morph from their teenage selves to their heroic forms.
MSRP: $9.99 each
Available: Target, Walmart (Fall)
POKÉMON SODA POP PLUSH
THE POKÉMON CO.
Add fun pops of color to your training sessions by catching these adorable plush characters. Expand your Pokédex with retro-inspired Pokémon, including Alolan Vulpix, Cubchoo, Munchlax, Vulpix, Gothita, and more.
MSRP: $15.99 each
MINI BACKPACK AND ZIP-AROUND WALLET
LOUNGEFLY
You don’t need to speak Furbish to understand how cute these accessories are. Furby will help you carry everything you need in a backpack and wallet featuring eyes that shift open and close.
MSRP: $80 (backpack); $45 (wallet) Available: loungefly.com
MARVEL CAPTAIN AMERICA
1:10-SCALE COLLECTIBLE WITH SCENE
(ALL-NEW CAPTAIN AMERICA NO. 1)
MCFARLANE TOYS
Prepare for a brave new world with a 7-inch Captain America diorama inspired by AllNew Captain America Issue No. 1. The figure comes with a collectible art card complete with a comic synopsis.
MSRP: $29.99 | Available: Amazon, Best Buy, BigBadToyStore, Entertainment Earth, GameStop
POLE POSITION RACING PLAYER
MY ARCADE
Play Pole Position and Pole Position II on a portable device featuring genuine arcade ROMs; a high-resolution, full-color display; and artwork inspired by the original 1982 arcade cabinet.
MSRP: $49.99
Available: Amazon, Best Buy, Walmart, myarcade.com
BLDR CHAINSAW MAN BUILDABLE ACTION FIGURE JAZWARES
With this 311-piece construction set, you can build and re-create your favorite battle poses. Inspired by the anime and manga Chainsaw Man, this 12-inch figure features 19 points of articulation, opening jaws, and authentic details.
MSRP: $19.99 | Available: Amazon
KALEIDOS CREATIVE
This huggable, soft plush features a quirky design complete with a shiny hiney. Rub it for good luck and channel the plush’s strength, confidence, and charm.
MSRP: $29.90 | Available: hottopic.com
STAR WARS DOORABLES
GALAXY PEEK SERIES 3
JUST PLAY
Add these adoor-able Series 3 mini figures to your intergalactic travels. Discover characters from Star Wars: Return of the Jedi, Star Wars: Rogue One, Star Wars: Andor, and more.
MSRP: $9.99 each
Available: mass retailers
ONE PIECE LUFFY FIGURAL BANK
MONOGRAM INTERNATIONAL
Save up your bounty for your next overseas adventure with this Luffy figural bank, which will proudly keep your treasures safe.
MSRP: $24.99-29.99
Available: Entertainment Earth, Walmart, toywiz.com
ITTY BITTYS DISNEY A GOOFY MOVIE MAX AS POWERLINE PLUSH
HALLMARK
Stand out above the crowd with this A Goofy Movie-inspired plush. This Max Itty-Bittys-style collectible features the same Powerline costume worn during his epic concert at school.
MSRP: $9.99 | Available: Hallmark
LEGO TECHNIC FERRARI SF-24 F1 CAR
THE LEGO GROUP
Formula 1 fans can feel racing thrills with this 1:8-scale vehicle. Head to the pit stop and build a car with steering, a two-speed gearbox, and printed tires. Remove the engine cover to reveal the V6 engine and adjust the spoiler to activate the DRS.
MSRP: $229.99
Available: Amazon, LEGO (March 1)
DC RETRO COLLECTION SPIN MASTER
The DC Retro Collection pays homage to Batman Forever’s 30th anniversary. It includes the Batman Forever Batmobile and Batman Collector’s Set (pictured), as well as 5-inch figures of Batman, Robin, Two-Face, and The Joker.
MSRP: $8.99-19.99
Available: Target (Spring)
CORALINE ORIGINAL MOTION PICTURE SOUNDTRACK
(15TH ANNIVERSARY EDITION — MONDO EXCLUSIVE)
MONDO
Celebrate the stop-motion film Coraline‘s 15th anniversary by listening to the soundtrack on two LP records designed to look like black buttons.
MSRP: $60
Available: mondoshop.com
THUNDERCATS
VINTAGE WAVE 1
SUPER7
Revive your love for these ’80s cats with 5.5-inch figures of Lion-O, Mumm-Ra the Ever-Living, and Jackalman. The ThunderCats Vintage characters have the same muscle-bound look fans remember from the classic animated TV series.
MSRP: $30 each
Available: super7.com
NOTORIOUS B.I.G. REACTION WAVE 4 — NOTORIOUS B.I.G. (YELLOW JERSEY)
SUPER7
If you don’t know, now you know. Inspired by his debut hit single, “Juicy,” this 3.75-inch Biggie figure sports his yellow jersey from the music video and comes complete with a microphone and a removable chain.
MSRP: $20 | Available: super7.com
CARTUNED
MGA ENTERTAINMENT
Rev up your engines, collectors, because these cars are on the move. Each play-anddisplay vehicle features real rubber tires, metal bodies, and wheel details.
MSRP: $4.99 each
Available: mass retailers
LEGO HARRY POTTER HAGRID & HARRY’S MOTORCYCLE RIDE
THE LEGO GROUP
With this 617-piece set, fans can re-create Hagrid and Harry’s dramatic escape from Harry Potter and the Deathly Hallows. Builders can turn Hagrid’s head, adjust Hedwig’s wings, and more.
MSRP: $49.99
Available: mass retailers
FISHER-PRICE LITTLE PEOPLE COLLECTOR SUPERNATURAL MATTEL
Celebrate Supernatural’s 20th anniversary with this collectible figure set. Fans can display Castiel, Dean, and Sam with the decorative window-box packaging, which features Dean’s iconic car, Harvelle’s Roadhouse, and more.
MSRP: $19.99
Available: Entertainment Earth, Mattel Creations (March)
POKÉMON MEGA-CHARIZARD X 6-INCH FIGURE
JAZWARES
It’s time to catch ‘em all. This 6-inch Pokémon will win every battle with more 15 points of articulation, high-level details, and an adjustable stand.
MSRP: $19.99
Available: Target
Are we born wicked? Or is wickedness thrust upon us?
In the case of the 2024 film Wicked and the marketing campaign surrounding the movie musical, it is carefully crafted and produced by Universal Studios and the creative teams behind the original Broadway show and the book that serve as the source material.
For months leading up to the movie’s November release, fans were treated to an Ozmopoliton marketing program surrounding part one of Wicked. It featured a grand (and green) amount of merchandise and experiences for every type of Wicked fan. Home goods, apparel, accessories, beverages, and even macaroni and cheese donned the iconic pink and green color scheme, representing Ariana Grande’s Glinda (formerly Galinda) Upland and Cynthia Erivo’s Elphaba Thropp. According to Julian Montoya, senior vice president of collectible, plush, and replica brand The Noble Collection, Universal had a vision — almost like a prophecy — for the marketing program.
“Universal was always eyeing the Wicked program as a more elevated program,” he says. “They wanted to see premium materials, premium quality, really start on something that is reflective of the brand, about how popular it is, how established it is in the culture. They have obviously seen how this film was shaping up, so they knew this is a beautiful film with remarkable world-building that’s incorporated into it.”
Rafa Macias, executive vice president and global commer-
cial officer for Universal Products & Experiences, highlights the desire for products that truly represent the franchise. “We leaned into the diversity seen in the film through the cast and the filmmakers by working with partners to capture the themes of empowerment, sisterhood, and equality in product develop ment, marketing, etc., as well as expanding to new licensees and categories to diversify who we’re working with as well as
Glinda and Elphaba’s iconic pink and green color schemes infiltrated clothes, home decor, and heels. | Source: Aldo Footwear
Wicked-themed candles, role-play wands, and makeup palettes are available for fans of the franchise.
Sources (left to right): Volupsa/The Noble Collection/R.E.M. Beauty
merchandise program, these journals feature sculpted illustrations of the Oz clogs, the Wizard’s balloon, the Emerald City, and more.
IT’S SHARP, DON’T YOU THINK?
When someone needs a makeover, Universal’s licensing partners simply have to takeover, offering fashionably forward fandom finds for aspiring Ozians. Fans can look like the most scandalocious fish in the sea with Wicked-inspired apparel and accessory collections from Aerie by American Eagle and Gap, makeup from R.E.M. Beauty, and an extensive nail polish and press-on series from OPI.
These apparel, accessory, and beauty products are great for a cozy night in, a casual jaunt to Munchkinland, or your eighth viewing of the film from your living room — but brands like Aldo Footwear are also making sure that you have the perfect piece to wear when you head right on down to the Ozdust Ballroom. Aldo’s extensive collection features footwear and bags that are definitely Glinda-approved. Priced at $160, The Spellbinding strappy heeled sandal is pink, bejeweled, and has a stiletto that resembles the blonde character’s wand. For those searching for a color palette similar to Elphaba’s, the Takeflight satin platform sandals are also available for $160. The black shoes have small, gold charms inspired by Elphaba’s hat; the “W” from the film’s logo; stars; moons; and imprints of her broom.
For those who can’t practice their “Dancing Through Life” skills in heels, Aldo offers the Hisroyalozness sneakers for $118. The black, green, and suede kicks also feature the “W” in gold. Additional products are available through Walmart, Hot Topic, Forever 21, Old Navy, and more. By partnering with companies to create clothing and accessory lines that speak to fans
with different fashion tastes and comfort levels, Universal helped a wide range of fans express their love for know they’re not *just* shoes!
GALINDA-FIED HOME GOODS
grateful that Universal’s approach to Wicked merchandise also expands into home goods to turn your humble abode into the most swankified place in town. Candles from Volupsa and Beloved, music frames from Samsung, and blankets and pillows by Vera Bradley will make guests aim to spend more than one short day in your home.
up their next cups from Dragon Glassware. The spe cialty drinkware manufacturer — which has worked with brands like Barbie, Yellowstone, SpongeBob SquarePants, and Jeopardy — offers a divine col lection spanning wine glasses, espresso cups, tumblers, and more.
company, and I only
Dragon Glassware’s Ozpresso Cups are perfect for a sip before heading to Shiz University. | Source: Dragon Glassware
Aspiring witches can pair Elphaba-inspired press-on nails from OPI with a replica of her “sharp” black hat from The Noble Collection, or embrace their inner Glinda with the Bubble Crown and sip something sweet from Dragon Glassware’s pink tumbler. | Sources (left to right): OPI/Dragon Glassware/The Noble Collection
like to work on properties that I’m a fan of or our team’s a fan of,” says Dragon Glassware’s founder Matt Rollens. “Since I do a lot of the [glassware] designs myself, it needs to be something that I love and I care about and that I find interest in.”
The company offers a Wicked-inspired wine glass set ($49.99), featuring two fade-resistant, slim wine glasses, each inspired by a member of our favorite witchy duo. One glass has a green stem and Elphaba’s signature on the base, while the other has a blush pink stem and Glinda’s signature.
The 8-ounce Ozpresso Cups ($34.99 for a set of two) are double-walled and provide a glimpse into life in the Emerald City. “We wanted it to look like Emerald City with the handle, very kind of Ozian,” Rollens says. “We were trying to do something that looked almost like you would’ve bought it if you went to the Emerald City.” In fact, the cups feature in-world details, like an image of the ficitonal city’s Hot Air Cafe, to transport espresso fans into the magical world.
The drinkware collection also features the Wicked Glinda Luggage Tumbler ($32.99) and the Wicked Elphaba and Glinda Tumbler ($29.99). Each item in the line comes in an intricate box depicting the main characters from the film.
Like Elphaba, this Wicked collection quickly flew. Fans of the film and Broadway show alike have the added cups to their dinners, movie nights, and morning social media scrolls. Rollens remarks that Universal and Dragon Glassware worked together on the creative process to deliver an extraordinary set for fans.
“It takes months and months, going back and forth and iterations. I think actually on the Glinda glass, we made quite a few
different iterations of that glass to nail it, to get something that felt like her and felt like her character,” Rollens says.
Despite the elevated look, these products are for every type of fan, from Grimmerie experts to those new to Oz.
PINK GOES GOOD WITH GREEN
Goes well, actually … but no matter how you describe it, Universal’s licensing program for Wicked: Part One — and what seems to be brewing for Wicked: For Good — is something to rejoicify about.
Universal and its partners’ care and creativity are reflected in the public’s overall positive reaction to the campaign. For what seems like the first time since the Twilight film series debuted, a film has plastered two opposing characters everywhere you look (but there are no teams here).
“Wicked is a brand that the fans embrace as an overall lifestyle opportunity — there’s a passion for the look and feel of these characters and iconic lyrics, plus the incredible design of the film inspired us and [our] partners in new and different ways. This really allowed us to go all in on pink and green, in a variety of hues, which the audience is responding to in the best way as it offers something for everyone,” Universal Products & Experience’s Macias says.
“I think Wicked is a wonderful example of what you can achieve when the licensor and the licensee have a really good, collaborative relationship that is focused on delivering the best product,” The Noble Collection’s Montoya adds.
Fans can anticipate more unique, well-designed pieces as the merchandising program continues, and the days until Wicked: For Good’s release date diminish.
“I know, being a fan and a nerd myself, that you don’t want to think that the people making these products are just a bunch of suits making decisions in some high rise,” Montoya says. “As a fan, you want to believe that these people deserve to work on this IP. That is a responsibility that we don’t take lightly … Everything about it has to feel special; it has to just say to the consumer or the fan, ‘this was made by someone who deserved to work on [the collection].’”
Fans can look forward to new role-play products, collector’s items, and more from The Noble Collection. The team has planned product introductions for this year and next year, so your Wicked fixation can continue into 2026.
Collectors and occasional beverage enjoyers can also anticipate new merchandise from Dragon Glassware. The company will expand on its current Wicked collection with new styles inspired by part one and release a separate product range for Wicked: For Good later in the year.
According to Macias, “We’ve already seen hunger from fans as Wicked product sales have been phenomenal. And we’re well into development with partners on Wicked: For Good, but we don’t want to spoil anything … so just know that we have some fun surprises in store for the fans!”
Luckily, fans have a ton of Wicked merch to hold them over until the next film premieres on Nov. 21. It’s thrillifying! ✪
Comedian Grant Lyon loves to crack a joke, whether it’s in one of his comedy specials like “Scheduled Fun Time” and “Silly Mustache Man” or in a simple conversation. Lyon is also known for bringing smiles to people’s faces through Grant’s Game Recs, a social media venture in which he spotlights new games for different kinds of players.
In 2015, Lyon reconnected with his love of games. Like most kids, he played many a hand of UNO when he was young, but games like Codenames, Telestrations, and Cash ‘N Guns revitalized his connection with play.
“[The games] made me realize there was a great big world of board games out there that weren‘t just the Monopoly [games] from your childhood,” Lyon says. “I was at the point in my life where I was like,
‘I don’t really want to just go to bars to meet friends anymore.’ [Playing games] provided this alter-
nate path to hang out with friends and have a beer that wasn’t just at a bar.”
Then, like everybody else, Lyon’s life was changed by the COVID-19 pandemic. When he wasn’t able to book comedy gigs, he and his roommates had more time on their hands, leading to a new endeavor that would change his career path.
“We were playing a lot of games in that first couple of months of the pandemic every day since all of us ceased to have a job right at the same time,“ Lyon says. “I just felt like these games were really helping me get through this hard time. I knew a lot of my friends don‘t know that much about games when they would come to game nights. Initially, I just started making videos to help my friends find games. I didn’t even put them out really for the public. I put them on my Instagram stories and my personal Facebook account.”
Five years later, this “silly social media thing” that Lyon began has turned into nearly 60,000 Instagram followers, the 2023 Toy & Game Innovation Excellence
Award for Supplier of the Year, and partnerships with the Chicago Toy & Game Fair (CHITAG) and the Game Manufacturers Association (GAMA). At CHITAG, Lyon hosted four gaming events, including a Moose Games Pickleball Blast tournament.
“This past year, I got to experience firsthand his expertise at content, creativity in promoting games and events, running tournaments, comedic skills, and more for all our POP Week events,” says Mary Couzin, senior vice president of People of Play, the company behind CHITAG. “Grant is a creative force!”
Social media also enabled Lyon to meet and engage with fellow creators. Danielle Standring, @dani_standring, has nearly 120,000 followers on Instagram and connected with Lyon through their mutual love of games. After meeting officially at GAMA in 2022, they became fast friends.
“Grant is one of the most thoughtful and passionate people I know,” Standring says. “We all know the man is funny … but the part I love about him the most
Grant Lyon has successfully merged a career in comedy and a love of games, including some of his favorite titles like Codenames and Faraway. Sources (left to right): Czech Games Edition, Grant Lyon, Pandasaurus Games, Grant Lyon
is his ability to make you feel heard and cared for. He puts 1,000% into everything he does; you can tell it comes from such a good place.”
As the years have gone by, Lyon has merged his comedy career and game influencer status, with each aspect of his life influencing the other: The games he plays find their way into his comedy routines and he uses his comedy skills to write content for games.
“It‘s been surprising and fun all at the same time,” Lyon says. “It‘s not something that I set out to do, but how many people get to do both things that they love as a job?”
From his comedic performance background, Lyon already had a strongly established voice, which he could quickly translate into success as a content creator. Now that he’s also writing for games appearing on major retail shelves, including Would You Rather? by Spin Master and That’s What She Said (now published by Moose Games), he finds his comedy writing skills can continue to flourish.
“For me, it’s almost like being a joke writer, but for this specific thing,” Lyon says. “I‘m just writing jokes for games. I‘m writing card prompts for these games.”
Lyon also recently launched I’m Kind of a Big Dill, a party game in which
players try to twist the truth to fool their friends. Players must describe something from one of the 160 prompt cards in an exaggerated way, with the level of exaggeration ranging from -3 to +3, with -3 being way worse than the truth actually is and +3 being way better. Other players guess the level of exaggeration and get more points based on how close they are.
“I love those types of games,” Lyon says. “I guess I‘m good at lying, but I have a lot of friends that have been like, ‘Oh, I don’t like to lie. I don‘t feel comfortable with lying.’ So, my design partner and I thought about a game that doesn’t ask you to straight-up lie, but asks you to sort of exaggerate. You‘re not just starting from nowhere; you‘re not just making up a story out of nowhere. You could tell a real story, but then just make it sound like you‘re way better than you actually are, or make it sound like you are way worse than you actually are.”
As Lyon enters his fifth year of making content, he highlights upcoming game releases that excite him, including Apistocracy by Heather L. Dixon, Hutan by The Op, Brink by IV Studios, and more. In his opinion, the best games are ones that create “memorable moments.”
“‘Memorable moments’ can mean a lot of different things,” he says. “It might
be an inside joke you have with your friends — party games are great at that. It might be an epic turn in a big strategy game where you combined a bunch of stuff together and you’re like, ‘Man, I can’t believe I did all of that in one turn.’”
Even if you aren’t rushing to pick out your next favorite game to play during family game night or at a party, Lyon believes that there is a game out there for you.
“I hear people say, ‘I don‘t really like games,’ and I honestly don‘t think there‘s anybody out there that actually doesn’t like games,” Lyon says. “I think there are people who haven‘t found the right game for them or have had bad game experiences. Somebody made them play a game that they didn’t like, and they go, ‘I don‘t like games.’ But there are so many games out there.
“I guess that’s maybe the better way to say it,” he continues. “There‘s really a game for everyone.” ✪
ABOUT THE AUTHOR:
Ashley Pelletier is assistant editor for The Toy Insider, The Pop Insider, and The Toy Book with a master’s in journalism. When she isn’t writing her latest story, she is reading a book or rewatching one of her favorite TV shows. She also loves showing people pictures of her two dogs and cat.
Grant Lyon has gained almost 60,000 Instagram followers on his profile dedicated to games, @grantsgamerecs. Source: Grant Lyon
STAR WARS — UNIVERSE EPIC COLLECTION
TREFL USA
This 13,500-piece Star Wars puzzle showcases an iconic collage of galactic heroes and measures 78 by 54 inches. It includes a helpful guide and a large poster to assist you on your quest to complete it.
MSRP: $99.99
Available: Amazon, Walmart, treflusa.com
Game night gets an upgrade with new releases from top and indie gamemakers.
EXIT: THE GAME ADVENTURES ON CATAN
THAMES & KOSMOS
Celebrate 30 years of Catan with this new Exit: The Game collab that combines iconic escape-room elements with classic Catan features. Players work together to set sail for the island of Catan and build a new life.
MSRP: $17.95
Available: thamesandkosmos.com (June)
THE 5 LOVE LANGUAGES CARD GAME
MOOSE GAMES
This game helps partners explore each other’s love languages in a meaningful way. Based on the best-selling book, the game features conversation starters, date ideas, and Wild Cards that bring gameplay into everyday life.
MSRP: $19.99 | Available: Amazon
ONE PIECE: THE COMPLETE JOURNEY
JAPANIME GAMES
This bundle will help you set sail into the world of One Piece with two complete games. Featuring detailed gameboards and character cards, you’ll soon feel like you are a part of the One Piece universe.
MSRP: $75
Available: japanimegames.com
HALLOWEEN II — HIDDEN MOVEMENT GAME
TRICK OR TREAT STUDIOS
Prepare to be scared at your next game night. The legendary Michael Myers is back and ready to play (and kill) in this oneversus-many board game. Inspired by Halloween II, players work to try to get Laurie out of the hospital before it’s too late.
MSRP: $59.95
Available: trickortreatstudios.com
HARMONIES LIBELLUD/ASMODEE
Players will create harmonious landscapes by strategically placing colored tiles and creating animal habitats and homes. They can tactically combine their landscapes for the animals to earn the most victory points and win the game.
MSRP: $34.99
Available: Amazon, store.asmodee.com
HEROQUEST FIRST LIGHT AVALON HILL
For both old fans and newcomers to HeroQuest, this game provides endless replayability with 10 new quests to explore, along with the option to create your own. The gameplay follows four heroes through dungeon quests and comes with 57 full-color standees and more than 100 components.
MSRP: $49.99
Available: Target, hasbropulse.com
THE OREGON TRAIL: ULTIMATE TREK GOLIATH
Keep yourself and your wagon party alive and well as you travel the trail in this tabletop version of the classic computer game. It comes complete with Tombstone cards, just in case you die of dysentery.
MSRP: $19.99
Available: mass retailers
THE LORD OF THE RINGS INTERACTIVE JIGSAW PUZZLE THEORY11
One puzzle to rule them all. With 1,000 pieces, immerse yourself in Middle-earth and encounter its most iconic characters. Once the puzzle is complete, fans can then unlock a multidimensional online experience.
MSRP: $24.95
Available: Amazon, theory11.com
POKÉMON
TCG: SCARLET & VIOLET — PRISMATIC EVOLUTIONS ELITE TRAINER BOX
THE POKÉMON CO.
Time to add some sparkle to the TCG. In this set, Eevee and friends will shimmer with mesmerizing colors. Fan-favorite Pokémon Eevee and its eight evolutions appear as Stella Tera Pokémon. Glittering gems and hidden patterns await players.
MSRP: $49.99
Available: Best Buy, GameStop, Target
DUNGEONS & DRAGONS ORB OF POSSIBILITY
FANROLL
ARIZONA 99
SPIN MASTER GAMES
UNMATCHED: THE WITCHER BUNDLE RESTORATION GAMES
This bundle includes The Witcher Steel & Silver and Realms Fall, plus the promo figure of Geralt in the bathtub. Whether you play as the “White Wolf” himself, lead Ciri to her destiny as the Lady of Space and Time, or race across the battlements of Kaer Morhen to stalk your foe, this pack will lead to epic battles.
MSRP: $100
Available: restorationgames.com
There is a new way to roll the dice. With the press of a button, this battery-operated dice spinner features a spinning plate to roll your dice, bringing more excitement to your next campaign. It has a removable dome so players can swap in different 20-sided dice.
MSRP: $29.99
Available: Barnes & Noble
The official iced tea party game has arrived, and you can play a part in helping to fight against inflation. Players will take turns drawing cards with the goal of keeping the classic price of Arizona tea at 99 cents. Time to crack open a cold one and get ready to compete.
MSRP: $9.99
Available: mass retailers
RISK: DUNE
THE OP
In this Dune-themed version of Risk, you will compete head-to-head for the fate of the Imperium. Players choose between taking on the role of Paul Atreides and his Fremen rebels or the Imperial-backed House Harkonnen. Each side has a unique win condition to keep things interesting.
MSRP: $59.99 | Available: Amazon, Barnes & Noble, theop.games.com
NEXT-GEN NEWS
New ‘How to Train Your Dragon’ Toys Are Ready for Adventure
Hiccup and Toothless will return to theaters in a live-action version of How to Train Your Dragon, and Spin Master has new toys to match.
The hero of the new collection is the How to Train Your Dragon Ultimate Plasma Blast Toothless. This interactive dragon features a 26-inch wingspan, an articulated head and body, and light and sound effects. It will be available at most major retailers for $29.99 this spring, so fans and collectors won’t have to wait too long to jump into their next action-packed dragon adventure. ✪
Source: BBC
Disguise Will Make Costumes Inspired by ‘A Minecraft Movie’
Disguise is creepin’ it real with its new collection of costumes based on the upcoming film A Minecraft Movie, set for release in theaters on April 4.
For the past few years, Disguise has developed a line of Minecraft costumes based on the video game that currently allows fans to dress up as characters including Steve, Alex, Ender Dragon, Enderman, and Creeper. Now, Disguise will add new characters to that costume collection, this time based on the film and its new take on the Minecraft world.
It’ll be a Halloween to Ender all Halloweens. ✪
The Heeler Family Gets the LEGO Treatment
Bluey fans of all ages are in for a real treat. Later this year, The LEGO Group is set to release six Bluey-themed building sets that will join its LEGO 4+ and LEGO Duplo lines. Builders at different skill levels — and their families — will all be able to get in on the for real life fun.
While we await details on what exactly these sets will feature, fans can at least rest assured that Bluey and Bingo will play starring roles in the line. More information will be available soon at LEGO.com and bluey.tv. ✪
ON THE COVER: GUND Disney Classic Plush Minnie Mouse | Source: Spin Master
Source: Disguise
Source: Spin Master
Barney is back! The purple T. rex returned to TV in October, 14 years after he sang his last “I Love You” in a Carrollton, Texas, production studio.
Revitalized by Mattel, Barney made a super-dee-duper, CGI-animated return in the series Barney’s World on Max and Cartoon Network’s Cartoonito. Set in a public playground, the show stars Barney alongside Baby Bop, Billy (the yellow protoceratops formerly known as BJ), and three kid friends. Ten episodes dropped in October, and 10 more followed in January, reinforcing Barney’s lessons of love, community, and encouragement. Barney’s World is available in 190 countries and more than 30 languages through this new production.
“Our approach to any brand revival is rooted in partnership and collaboration,” says Josh Silverman, Mattel’s chief franchise officer. “For Barney’s World, this meant to ensure that Barney’s core values of love, kindness, and community remained front and center while also modernizing the character and his world to resonate with children today.”
Barney’s journey from idea to comeback has been lengthy: His life began in the direct-to-video series Barney & the Backyard Gang, created by Sheryl Leach for her son. (Leach is currently working on a documentary about Barney’s early years.)
Released direct-to-video from 1988-1991, the success of Barney led to his arrival on PBS — and in the pop-culture stratosphere
— in 1992 through Barney & Friends
Despite being a runaway hit, PBS initially didn’t plan to renew the series after its first 30 episodes. A letter-writing campaign from parents to PBS affiliates changed that, keeping Barney, Baby Bop, BJ, and their pint-size friends — including Demi Lovato, Selena Gomez, and Debby Ryan over the years — on air for a total of 268 episodes.
Barney made the saunter from the past to the present look easy. In a video posted online in August 2024, the iconic purple dinosaur entered the Mattel offices looking like he did more than 30 years ago. That video, teasing the new Barney’s World series, shows Barney giving the office’s Magic 8 Ball a try — and his outlook looks good!
Outside the constraints of animation — and the office — Barney’s appearance is unchanged, like Paul Rudd for ‘90s kids. Golly! In October, he was a guest at Heidi Klum’s 23rd Annual Halloween Party, wearing a pumpkin costume.
This must be a relief for Barney Kids; a Barney Kid in childhood is a Barney Kid as an adult. “I’ve been a Barney fan my whole life. He had always been at the top of my interests,” says Barney Histo-
ry Fans Co-Founder Andrew Olsen, who appeared as an expert on NPR’s Generation Barney and Peacock’s 2022 documentary I Love You, You Hate Me.
Barney History Fans was founded in 2021 as a Facebook page, and since has grown into a community hosted through its own site. “A lot of the people I’ve interacted with in the Barney fandom are people I would have never encountered in real life. We kind of found our people,” Olsen says. “When I was a seventh grader or eighth grader, I thought I was the only kid in the world that liked Barney. We have people from all over the world that I would’ve never encountered, that I would never would’ve talked to.” Speaking for the community, Olsen says, “We’re not weird. We have strange interests, but life’s too short to be normal.”
Kerron Stark, acting administrator and founding member of Barney History Fans, agrees that the community feels like a family dynamic. “Largely in part, it’s a bunch of people from all different walks of life who have a common interest,” Stark says. “I think Barney has the best community of any fan community.”
When Stark talked to The Pop Insider, a tower of plushes sat behind him, including the classic ‘90s plush added to the Smithsonian’s National Museum of American History archives in 2013. That plush sits among his robust collection of Barneyabilia, including a script from the first Barney & the Backyard Gang VHS.
Stark grew up with Barney, first in his grandmother’s in-home daycare and then with his mother, who worked with disabled children. “I got to see
firsthand all kinds of people gravitate to that character as I had done,” he says. “Now that I do my own children’s program, I’m working with people who worked on Barney.”
Though Barney’s songs and lessons were meant for kids ages 2-5, childlike excitement remains among his fans. “Being able to collect Barney mer chandise from the ‘90s really helped me connect with my childhood and find, I guess, maybe a piece of my own puzzle that was missing,” Olsen says.
Today, fans and parents don’t have to scour estate sales for originals. Mattel has licensed collaborations for kidults and a Walmart-exclusive line that includes plush and toys for tod dlers and preschoolers.
Walmart carries 8-inch Fisher-Price plush of Barney, Baby Bop, and Billy ($9.97 each). This spring, Fisher-Price plans to debut three new cuddleworthy plush: a 24-inch Barney ($29.99), a 12-inch Baby Bop ($19.99), and a 12.75-inch Sensory Barney ($17.99). If that seems like a lot of plush, Barney’s magical transformation on the playground in Barney & Friends is through a lookalike like the one in the Smithsonian.
Fisher-Price also plans on a toy phone ($19.99), a toy vacuum ($29.99) — which includes three songs — and four playsets, one of which features Barney’s beloved tree house ($39.99).
“We take a ‘newstalgia’ approach, which blends the emotional connec tion that older audiences have with a brand like Barney while updating the character and stories to engage an all-new generation,” Silverman says. “Our goal is to create experiences that parents and kids can enjoy together.”
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supports the American Red Cross in its efforts to aid those affected by the California wildfires as part of the tee-rific #MattelLovesLA campaign.
| Available:
$4.99-39.99 | Available: App stores 1
Barney History Fans Co-Fonder Andrew Olsen with his collection. | Source: Barney History Fans
2. Barney and Baby Pop Funko Pop! Vinyl Collectibles (Funko) MSRP: $12 each
funko.com
3. Love Club, Barney Loves You (pictured), and You Are Special Digital Watch Faces (Facer)
5 6
4.
MSRP: $30 each
Available: malathebrand.com
5. Barney’s World Sensory Barney
MSRP: $17.99 | Available: Walmart (Spring)
This 12.75-inch Barney is destined for the Smithsonian archives, featuring sensory-rich experiences designed to engage little hands and soothe big feelings through play.
6. Barney Classic Crocs Collection
MSRP: $69.99 (adults); $49.99 (kids); $19.99 (5-pack Jibbitz Charms)
Available: Amazon, Target, crocs.com
Silverman acknowledged Barney’s “timeless message” fits perfectly with Generation Z and millennials’ affection for retro brands.
Nothing says “newstalgia” like Barney Classic Crocs ($69.99). Jerry O’Connell, the host of Fox’s Pictionary, celebrated Barney’s return by wearing a pair in an episode in December. The fervor was palpable, and easily summarized by a comment on Instagram
25 Words Or Less: “Those Crocs are everything!”
Like Barney, the Crocs are purple and have yellow toes. They feature green inner detailing and spots on the heel. Kids can match their parents with identical Kids Classic Clogs for $49.99.
The matching Jibbitz charms ($19.99) come in a five-pack with Barney, Billy, Baby Bop, a set of stars, and a green heart with a multicolor tail.
In a step toward modernity, Facer released three watch faces ($4.9939.99) for smart devices last year.
Barney Loves You, You Are Special, and Barney Love Club feature Barney prominently in his best ‘90s glory.
“Barney’s the hero,” says Janet Ross, managing partner at Brand Fresh Management, who facilitated the relationship between Facer and Barney.
You Are Special features an animation with affirmations from an animated Barney: “You are loved” and “I love you, you love me.” Now, Barney Kids can have today’s technology and the Barney watch they had when they were young.
“It is kind of fun to see the juxtaposition of Barney on a smartwatch now. It’s Barney’s exclamation at the end of the sentence,” Ross says. “Taking this analog character that’s touched the
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hearts and minds of young adults is fun to see.”
Mala released three pet-friendly and vegan candles ($30) for the more sophisticated — or grown-up — Barney Kid. The three scents are Peanut Butter & Jelly, Bubblegum, and Warm Milk. Peanut Butter & Jelly has notes of salty peanuts, sweet strawberries, and warm vanilla; Bubblegum “represents the playful spirit of childhood” with notes of citrus, vanilla, and grapes; and Warm Milk has cinnamon, amber, and tonka bean notes, “wrapping you in a cozy, nostalgic hug,” according to the company’s website.
Last year’s capsule collection from Emotionally Unavailable included a plush keychain, a hoodie, and three oversized T-shirts. Despite the clothing brand’s oppositional name to Barney’s ethos, it quickly sold out. And, there is a lot on the horizon for anyone suffering FOMB (Fear of Missing Barney): “Looking ahead, we’re exploring partnerships in music, live events, and digital experiences to further expand Barney’s reach,” Silverman says.
Upholding Barney’s mantra spans production and fandom. “We’re a group of people that love each other. We’re all about unconditional love, unconditional friendship, and acceptance,” Olsen says. “Barney is love.”
Remember, Barney loves you! ✪
ABOUT THE AUTHOR:
Katherine Hill is an associate editor at The Pop Insider. She has almost two decades of editorial experience. When she’s not writing you might find her braving the cold with the Coney Island Polar Bear Club or looking for rare Care Bears online.
Warm Milk, Peanut Butter & Jelly (pictured), and Bubblegum Candles (Mala)
Olsen and Barney embrace at ComplexCon in 2023.
Source: Barney History Fans
BLUEY: OOOH, SHINY! A BLUEY FLASHLIGHT BOOK
PI KIDS
Hooray, stay up late! This book features foiled pages that shine in the glow of the included flashlight, which features five sound-effect buttons.
MSRP: $21.99
Available: Amazon, Barnes & Noble, Walmart (May)
BLDR SQUISHMALLOWS
OUTDOOR ADVENTURE CLUB BUILDING SET
JAZWARES
Bring the great outdoors inside. This 245-piece set features buildable versions of Benny and Cam and accessories like a telescope, a tent, s’mores, a lantern, and a campfire. The figures have SquishBrik by Original Squishmallows squishable bellies. BLDR bricks are compatible with all major construction brands.
MSRP: $19.99
Available: Amazon, Target, jazwares.com
STAR WARS DARTH VADER TAMAGOTCHI NANO
BANDAI NAMCO TOYS & COLLECTIBLES AMERICA
Swap raising a pet from baby to adult for following Anakin Skywalker on his journey to becoming Darth Vader. How you take care of Anakin will determine which of the 10 characters you discover and how the dark side is revealed.
MSRP: $29.99
Available: Amazon (March 11)
TRANSFORMERS HANDS-ON CODING TOY
LET’S START CODING
Tweens can learn real computer coding skills with Optimus Prime- or Bumblebee-shaped (pictured) codeable circuit boards. They can follow online projects to add light and sound effects and interact with light sensor readings.
MSRP: $59.99 | Available: Amazon
PLAYMOBIL JUNIOR & DISNEY PETER PAN’S SPLASHING PIRATE SHIP
PLAYMOBIL
Turn bathtime into a splashy pirate adventure. This nautical Neverland set comes with a large play ship, a dinghy, a crocodile, and Peter Pan and Captain Hook figures. Kids can attach the two octopuses and a parrot and then use the mast to activate the water spray feature. Store everything inside when it’s time to set sail.
MSRP: $54.99
Available: Amazon (August)
MIXMASHERS HASBRO
Heroes from several galaxies are here to lend a hand … or a foot or a fist or an accessory. These collectible action figures feature pull-apart pieces that combine together for customized figures. Each 5-inch figure has 16 connection points with universal connectors across the line of Marvel (pictured), Star Wars, and Transformers characters.
MSRP: $12.99-19.99 each
Available: Amazon
CARE BEARS SPLASH COLLECTION
BASIC
FUN!
Caring just got a splash of color. This 14-inch plush collection features six Care Bear faves with tie-dye designs; bold patterns; and soft, striped textures.
MSRP: $12.97 each | Available: Walmart
JIXELZ REMIX KIRBY STAR 750-PIECE PUZZLE SET
TOMY
Fans can build and display their bestie from Planet Popstar. This Jixelz Remix Kirby Warp Star set comes with 750 micro puzzle pieces, a display stand, and an easy-tofollow template.
MSRP: $13.99 | Available: Amazon (Fall)
IMAGINEXT DC SUPER FRIENDS SUPERMAN INSIDER EXO SUIT
FISHER-PRICE
It’s a bird, it’s a plane, it’s … an Exo Suit. Kids can place the poseable Superman figure inside the Exo Suit cockpit, then use the Power Pads to activate the rescue mission to save Metropolis with lights, sounds, and projectile-launching action.
MSRP: $26.99 | Available: Walmart
FUGGLER FARTING FIGURES
1 PACK WINDOW BOX
PMI KIDS’ WORLD
Fuggler Farting Figures … say that three times fast. Each box contains a figure with a motion sensor that triggers fart sounds and the classic Fuggler twisted grins and bizarre eyes.
MSRP: $9.99
Available: Amazon (Spring), Walmart (Fall)
DISNEY CRYSTAL SURPRISE — SERIES 2
CRA-Z-ART
They’re back! Pop open the surprise ball to find a Disney crystal figure, a bag of Cra-ZSand or Cra-Z Slimy, and two small crystal accessories. Kids can mix, play, display, and collect their favorite Disney characters.
MSRP: $5.99
Available: mass retailers (April)
MAGIC
LETTERS & SEALS CRAFT KIT
THAMES & KOSMOS
Hogwarts hopefuls can use the paper frame to make parchments and turn them into letters, scrolls, or a self-bound notebook inspired by Tom Riddle’s diary. With the kid-friendly sealing compound and the Hogwarts stamp, kids can create their own document seals.
MSRP $24.95 | Available: Amazon (Fall)
GUND DISNEY COLLECTION
SPIN MASTER
SESAME STREET & BABY SHARK COBRANDED LINE
MAD ENGINE
Part of Baby Shark’s 10th-anniversary celebration, this collection features infant, toddler, and youth apparel; pillows; tote bags; and baseball caps.
MSRP: $22.99
Available: Amazon (now); Kohl’s, Target, Walmart (online only; Spring)
GUND’s Disney line expands with new pairs of besties in different styles. Bambi and Thumper join Disney Cozys, Lady and The Tramp turn into Disney Toothpick plush (pictured), Simba and Nala are available as Disney Oh So Snuggly plush, and Donald Duck and Daisy join the Disney Classic line. Although these make dynamic duos, each is sold separately.
MSRP: $24.99-34.99 each | Available: mass retailers
Just in case you wanted to feel old today, 1985 was 40 years ago. While this feels like a mind-boggling fact, it’s no barrier for merch makers who craft toys and collectibles based on oldschool brands.
Toys from the ‘80s are enjoying a massive resurgence. Through out the past four decades, a continuous stream of media content and toy lines has kept brands like Transformers and Teenage Mutant Ninja Turtles alive. Now it’s time for others, including Strawberry Shortcake, Rainbow Brite, ThunderCats, and Masters of the Universe, to step out of the dark and into the spotlight.
GETTING THE BAND BACK TOGETHER
TLS Toy, a division of The Loyal Subjects (a toy company known for licensed collectibles), is a driving force powering the retro resurgence. The company has launched dolls, plush, and more for Strawberry Short cake and Rainbow Brite over the past few years, complete with packaging inspired by the original products. Now, TLS Toy is bringing another ‘80s icon back to the stage: Jem and the Holograms.
The company is kicking off its new Jem and the Holograms toy col lection with a 12-inch Jem fashion doll. This doll comes with more than 15 accessories, including a VIP backstage pass, a doll stand, a transforms the doll into her alter-ego Jerrica, and a stage that plays the original Jem and the Holograms theme song. While the doll is perfect for collectors, it is also an exciting opportunity to introduce the brand to kids.
“When it comes to Jem, you think about the empowerment and how
powerful music is and all the current modern artists — whether it’s Sabrina Carpenter, Lady Gaga, P!NK, Taylor Swift, or female rock artists — that’s a movement that hasn’t changed,” says Ben Montano, senior vice president and general manager of TLS Toy. “But when you dial it back 40 years, Jem was on the front end of that. Kids can connect with that. A tween or even a 6-year-old can look up to that because they can make those modern connections. That is a big piece for us, finding those brands that we can put our TLC into that can bring a kid into the brand, as well as the adult collector.”
Regardless of how old you are, these throwback brands are easy to love and connect with. For TLS Toy, that love and connection are important parts of the thought process when designing new toys based on a beloved brand.
“Stories and characters, that’s what it’s all about, telling a good story,” says Jonathan Cathey, CEO of TLS Toy. “Having dynamic characters that are relatable, people could connect with them and see their inner hero inside these characters. It’s not our magic. It is the magic of these
“STORIES AND CHARACTERS, THAT’S WHAT IT’S ALL ABOUT, TELLING A GOOD STORY.”
~ JONATHAN CATHEY, CEO, TLS TOY
brands and the companies that created these IPs. We’re just these temporary custodians trying to create products that hold all of those story elements and those character development elements true for that viewer who has been watching it for decades.”
Kristin Smith, a stay-at-home mom and collector of all things ‘80s, has been collecting toys and merchandise from Care Bears, Rainbow Brite, Jem and the Holograms, and dozens of other brands for the past 30 years.
“I grew up in the ‘80s, and I was an
only child. I loved toys,” Smith says. “As parents do, [my parents] just started purging things as I got older. There were some things I was really not ready to get rid of,” she goes on. But a second chance at her favorite toys presented itself when a vintage toy show near Smith’s home let her relive the magic of her childhood. “There was stuff that I had as a kid or a toy that I wanted as a kid that I was never able to get. We bought some things, and I was like, ‘Oh my gosh, if this is around, what else is still around?’ It kind of led me down the rabbit hole,” she explains.
Now, Smith uses her Instagram profile, @rainbowsandcartoonshows, to keep a digital archive of her collection and bond with fellow fans over their childhood nostalgia.
“It’s nice because my husband is not a collector. My kids are not collectors,” Smith says. “When you’re of the collector mind, it’s just nice to have somebody else that can be like, ‘Yeah, I’m eating peanut butter and jelly sandwiches this month, but hey, at least I got this toy.’ The reasoning behind collecting is the same: It’s holding onto the joy and simplicity of childhood. It’s just nice sharing things that
(Top) Mondo turns characters from classic ‘80s brands like The Real Ghostbusters and TMNT into high-end action figures. | Source: Mondo (Left) TLS Toy’s Jem and the Holograms doll features accessories fit for a rock star, including a backstage pass and a mic stand. | Source: TLS Toy
people love, their memories, and why they like a particular line.”
COOL THEN, COOL NOW
In the ‘80s, Jem and the Holograms, Strawberry Shortcake, and even Rainbow Brite were heavily marketed toward girls. But the “masculine” brands for boys made some pop-culture waves, too, and those are coming back around again as well. Fan-favorite brands like Mattel, Super7, and Mondo have recently launched collectibles for Masters of the Universe, ThunderCats, and more.
“We lived through a golden age of pop culture,“ say Mondo’s Senior Director of Creative and Product Development Hector Arce and Senior Creative Director Peter Santa-Maria in a joint statement. “The ‘80s and ‘90s brought some amazing characters to life, so much so that decades later, the love for those same characters may be more prevalent today than when they were first introduced.”
For every kid who grew up sitting in
front of the TV watching these shows, they still hold an air of magic alongside the typical nostalgia. Mondo’s ThunderCats Lion-O 1:6-Scale Figure is more than a foot tall, so collectors need to dedicate a lot of space to it. For kids who grew up on the thrill of these cat warriors, the detailed figure’s interchangeable hands, heads, and accessories make building a new shelf worth it.
“Something like ThunderCats, in our opinion, will always have a sense of magic around it, released during a time when having giant cat-like warriors with amazing hair was cool,” Arce and Santa-Maria say.
GENERATIONS OF FANDOM
Of course, the retro merch space is not solely reliant on childhood nostalgia. While cartoons were primarily for kids, other blockbuster hits and primetime TV shows gained pop-culture icon status among adults, including Back to the Future, Jaws, and Star Trek. Today, fans of
these entertainment mainstays span from young TV and movie buffs to millennials, Generation X, and boomers — and Factory Entertainment will celebrate major milestones for these franchises this year and next with high-end replicas, plush, novelties, and more.
“It’s amazing to me that we’re celebrating the 40th anniversary of Back to the Future, the 50th anniversary of Jaws this year, and the 60th anniversary of Star Trek next year,” says Tommy Vargas, product management director at Factory Entertainment. “The fact that fandoms from each property have increased over time comes down to how timeless and relatable each story is — the visionaries behind each tapped into something so compelling that it becomes a part of a person.”
A franchise like Back to the Future, in particular, is perfect for a company like Factory Entertainment because it’s packed with gadgets like the Flux Capacitor, Mr. Fusion, and the Brain Wave Analyzer that fans can add to their collections. When the films launched, these items were sci-fi dreams, and finding unique ways to make them real is cool for merch makers and collectors alike. Not to mention, everyone involved in the process loves those movies.
“As one of the biggest pop-culture franchises of all time, Back to the Future is what we consider to be a ‘center-of-the-bullseye’ license,” Vargas says. “Every employee at our small company is a fan of the [films], which translates into a massive amount of passion when we dream up and create collectibles, especially for something so iconic. It really does feel like the perfect fit because we produce products from properties that have a bit of baked-in nostalgia and are not exclusive to any demographic — fans and collectors of the trilogy are of every age and come from every part of the globe. It’s its own culture.”
Iconic ‘80s brands like Jem and the Holograms, ThunderCats, and more have spent years tucked away on collectors’ shelves and in the childhood memories of fans. Now, merch makers are giving them the chance to be center stage (and on toy store shelves) once again. ✪
Brands like ThunderCats are still popular today because of their iconic visuals and nostalgic designs from merch makers. | Source: Mondo
February 14
Captain America: Brave New World
Marvel Studios; Walt Disney Studios
This addition to the MCU’s fifth phase sees the new Captain America (Sam Wilson) fighting to stop an international threat by uncovering the mastermind’s motives.
April 4
A Minecraft Movie
Warner Bros. Pictures
A gang of misfits is sent to the Overworld, a mysterious cubic land where anything can be built from blocks, and they must enlist the help of an expert craftsman (Jack Black) to make their way home. You’ll be yearning for the mines after catching this one.
April 25
Until Dawn
PlayStation Productions; Vertigo Entertainment
Despite sharing the same name as the 2015 survival horror game, Sony revealed at CES 2025 that the film won’t follow the game’s story, but will take place in the same universe. How mysterious!
May 30
Karate Kid: Legends
Columbia Pictures; Sunswept Entertainment
Li Fong (Ben Wang), a kung fu prodigy from Beijing, moves to New York City and enters a kung fu competition to help a friend. With trainers like Mr. Han (Jackie Chan) and the OG Karate Kid Daniel LaRusso (Ralph Macchio), this film may just be a legend in the making.
March 21
Snow White
Walt Disney Studios
A live-action version of a Disney classic, the film follows the story of Snow White and the Seven Dwarves, with Rachel Zegler in the titular role.
May 23
Lilo & Stitch
Walt Disney Studios
This live-action version of the 2002 animated classic features a lonely young girl and her blue dog, who also happens to be the most-wanted criminal in the galaxy. Newcomer Maia Kealoha stars as Lilo, and the OG voice of Stitch, Chris Sanders, returns to reprise the role.
June 27 M3GAN 2.0
Universal Pictures; Blumhouse Productions
“It was really important that the sequel is a response to what people really loved about the first movie, but also this evolving conversation and fear that we're having about how AI is changing us and changing our children and changing society. In a way, M3GAN is a personification of all of those fears.” - Gerard Johnstone, director of M3GAN and M3GAN 2.0, to Entertainment Weekly, Dec. 2024
June 13
How to Train Your Dragon
DreamWorks Animation; Mark Platt Productions
Relive your dragon-training fantasy with this live-action remake of the 2010 animated film, starring Mason Thames as Hiccup Horrendous Haddock III, Gerard Butler as Stoick the Vast, and Nico Parker as Astrid Hofferson.
July 18 The Smurfs
Paramount Animation; Nickelodeon Movies
Jump back into the wholesome, musical world of the Smurfs! Fun fact: Smurfette is the second voice acting role for pop icon Rihanna; her first role was Gratuity ‘Tip’ Tucci in the 2015 animated movie Home.
July 2
Jurassic World Rebirth
Universal Pictures; Amblin Entertainment
Five years after Jurassic World Dominion, a team of researchers seek out dinosaur DNA to create a new miracle drug. Bridgerton alum Jonathan Bailey stars as Dr. Henry Loomis alongside Scarlett Johansson as covert operations expert Zora Bennett.
July 11
Superman
Warner Bros.; DC Studios
The Man of Steel returns to the big screen with David Corenswet in the titular role. Bonus: We get the best boy, Krypto the Superdog, in this installment directed by James Gunn.
October 24
July 25
The Fantastic Four: First Steps
Marvel Studios; Walt Disney Studios
This isn’t your dad’s Fantastic Four: It stars Pedro Pascal as Mr. Fantastic, Vanessa Kirby as Invisible Woman, Ebon Moss-Bachrach as Thing, and Stranger Things alum Joseph Quinn as the Human Torch.
Mortal Kombat 2
Warner Bros.; Broken Road Productions
The bombastic arcade classic hits the big screen for the fourth time, bringing back the larger-than-life icon Johnny Cage (Karl Urban). To no one’s surprise, this film is rated R, so get ready to see some brutal action.
November 21
Wicked: For Good
Universal Pictures; Marc Platt Productions
Wicked fans will need to wait until November to see the second part of this musical-to-film adaptation, but that just means more opportunities to dance through life (or rewatch the first part and put the soundtrack on repeat).
August 8
Freakier Friday
Walt Disney Studios
Lindsay Lohan and Jamie Lee Curtis reprise their roles as mother/daughter duo Anna and Tess Coleman in this sequel to the iconic 2003 film. Anna now has a daughter and soon-to-be stepdaughter, and things start to get pretty freaky again as families blend.
October 10 Tron: Ares
Walt Disney Studios
Jared Leto plays Ares, a sophisticated AI who travels from the digital reality to the real world on a dangerous mission. Jeff Bridges returns as Kevin Flynn as seen in Tron and Tron: Legacy.
November 26
Zootopia 2
Walt Disney Studios; Pixar Studios
This sequel to 2016’s Zootopia follows bunny police officer Judy Hopps (Ginnifer Goodwin) and her fox friend Nick Wilde (Jason Bateman) as they team up to crack a new case that may be their biggest one yet.
December 5
Five Nights at Freddy’s 2
Blumhouse Productions; Scott Cawthon Productions
You know it’s going to be a scary good time with a tagline like this one: “Anyone can survive five nights. This time, there will be no second chances.*” Like the last film, Jim Henson’s Creature Shop will work on the animatronics, so trust that Freddy Fazbear and crew will look their absolute spookiest.
*Source: IMDb
In 2020, as an unprecedented number of people stayed home and flocked to social media at the start of the COVID-19 pandemic, a collection of round plush with simple smiling faces began taking social media by storm.
Five years later, Squishmallows went on to win The Toy Association’s Toy of the Year award three times and collaborate with popular fandoms, including Pokémon, Stranger Things, Wicked, and more.
Plush has been a major part of kids’ childhoods for more than 100 years. Now, it’s also finding a place in the homes of adult collectors, thanks to tar geted offerings from brands like Jellycat, Woobles, and Build-A-Bear.
Sierra Kerr, a 27-year-old collector in Colorado, hopped on the plush collect ible train with Squishmallows in 2020 and she quickly bonded like-minded fans on Instagram.
“It was a lockdown hobby,“ Kerr says. “I was going back, looking for sources of comfort or just looking for those kinds of mo ments that made me feel more grounded in what was going on because it was a really chaotic time.”
Thanks to a little more disposable income from the government stipend, impulsivity, and the ability to shop online, she was able to start a cuddly collection of her own. Since then, Kerr has years through the power of social media.
“I’ve done so much snack trading for people in other countries says. “I had a friend in Canada who was desperate for a case Part of what keeps me in the plush community is the connect anything else.”
As plush popularity continues to skyrocket, collectible companies are adding more options to their catalogs. Within the past year, Youtooz — best known for its vinyl collectibles — has launched plush for popular fan doms, including Hazbin Hotel, Helluva Boss, Five Nights at Freddy’s, Baldur’s Gate 3, and more.
Throughout the design process, Youtooz makes multiple internal revisions to ensure that the plush embodies the character it’s meant to represent. While some of Youtooz’s plush feature the brand’s iconic smiling eyes, these designs will vary based on each char
“We begin by truly understanding the characters and what makes them so beloved,” says Ellen Gu, production art lead for plush at Youtooz. “Whether it’s their unique personality, iconic outfit, or small but meaningful detail, we ensure those elements really shine in our designs … We want our customers to feel their story just by holding them.”
Great Eastern Entertainment (GEE) takes a similar approach to designing its beloved plush, which features fandoms like Naruto Shippuden, Godzilla, One
Piece, and more. For GEE, faithfulness to the character is a top priority.
“We even consider personality traits in the design, and almost all our plush designs have embroidered eyes and mouths as we feel these are more expressive while adding personality to the plush,” says GEE President Kent Hsu. “Sure, it adds to the manufacturing costs, but we aren’t making plush for the sake of making just another plush.”
The plush category is a great source of nostalgia and comfort for fans, but it also provides a different medium for designers to work with. Kerr, who has a degree in fine arts from the University of Louisiana, referred to plush as “soft sculpture.”
Some of her favorite plush brands that embody the creation of soft sculpture include Smoko, Squishable, and Plushie Dreadfuls, a plush brand with designs inspired by mental and physical disorders like depression, fibromyalgia, and more.
“They’re really nondescript,” Kerr says. “They’re more in the symbolism than anything. It’s not like you’re buying a stuffed animal that says, ‘I’m bipolar.’”
YuMe Toys applied a similar soft sculpture mentality to the creation of its DZNR plush line, which includes licensed plush characters from Squid Game, Stranger Things, Jujutsu Kaisen, and more.
“You can argue it’s like an art toy, where we've incorporated loads of gradients and detail that we know that the fans would appreciate and then put it into a plush that people can hold and squeeze,” says Gurdeep Bains, global creative director at YuMe Toys. “It still looks really good on display as well. It covers many aspects that look really cool.”
The DZNR line emphasizes collectibility, with packaging that also looks good as part of a display, even if collectors prefer to cuddle with their favorite characters.
“We’ve included the collectible box with every character,” Bains says. “It really is nice having a plush that you can keep inside, but utilizing the artwork that we’ve done and depicted on the plush on the packaging as well.”
There are also plush collections that can unite adult collectors and kids alike. TOMY’s Club Mocchi- Mocchi- plush make for iconic additions to not only adult collector’s shelves, but also to playtime. For example, the Club Mocchi- Mocchi- collection already features Teenage Mutant Ninja Turtles characters that kids and adults know and love, including a 2-pack featuring Bebop and Rocksteady that is coming soon.
“Today, I think there’s less of a stigma for people to start collecting toys and plush of their own as adults,” says Matt Synowicz, senior designer at TOMY. “It’s also a way for them to introduce and share what they loved as kids to bond with their own children.”
TOMY is also preparing to launch a new line of Warhammer plush for collectors, including Gryph-Hound Baltha, Grenade Nurgling,
(Top) Sierra Kerr's plush collection features a mix of hot brands and handmade plush. | Source: Sierra Kerr (Bottom) TOMY is launching two new TMNT plush this year: Bebop and Rocksteady. | Source: TOMY
and Skaven Deathmaster all available at retail in the spring before a Club MocchiMocchi- Warhammer Space Marine plush hits shelves this summer.
Although young kids typically have been the target demographic for plush toys, people of every age and interest can find something to love in these comforting friends. Now more than ever, older generations also have a soft spot for cuddly and collectible toys.
“For older fans, there is a nostalgic and sentimental value, connecting fans with memories from their past, and for younger fans, there is the community and shared passion value,” GEE’s Hsu says. “Plush toys serve as a common symbol that creates connections between fans.”
Collecting and a sense of nostalgia are important factors in adults buying and appreciating plush, but the products can also provide them with emotional support, just like they did in childhood. In fact, Kerr usually has a plush on her when she leaves the house.
“I’ve always kind of picked an outing buddy, so I have a little travel friend that’s designated to come with me,” Kerr says. “Doing that has boosted my confidence in a lot of places … It’s a lot easier when you have a comfort item, and it doesn’t really matter what shape that takes for you. It opens a lot of doors for just being more confident. And you’d be surprised how many compliments I get all the time. People think it’s the cutest thing. I have never had a negative reaction.”
Whether your plush collection is bursting at the seams or only features a few soft, miniature versions of your favorite fictional characters, all plush makes us feel good in a way we rarely experience after childhood.
“Plushies truly transcend age,” Youtooz’s Gu says. “Much like swings and trampolines, they remind us of comfort, love, and a simpler time in our lives. When they take on the shape of a cherished character and are crafted with such care and creativity, they become a way for adults to express their passions and personalities, turning them into much more than just collectibles.” ✪
Each plush maker takes careful steps to ensure that the characters they re-create are just as beloved in plush form, including Grenade Nurgling, Young-Hee, Fat Nuggets, and Blitzo.
Sources (top to bottom): TOMY, YuMe Toys, Youtooz
