Pixel Petz are one of the latest offerings in the digital pet resurgence. | Source: MGA Entertainment
On the cover: Ms. Rachel poses with a collection of her “Toys for Littles” by Spin Master. Right: BIGFOOT turns 50 with new Hot Wheels Monster Trucks toys by Mattel.
INNOVATION & COLLABORATION
The Global Play Community Kicks Off an Important New Year
by JAMES ZAHN, Editor-in-Chief
What is innovation? That question repeatedly pops up year after year as the global toy industry gathers to share insights. The word “innovation” is ubiquitous. Manufacturers seek it. Retailers demand it. And consumers — it depends on the mood of the day.
At its simplest, innovation is a new idea. As the saying goes, “Build a better mousetrap.” Innovation can present opposite ideals on a more complex level; think of it as high-tech and low-tech. The next great toy may use technology we haven’t heard of, or it can be as simple as a sticker on a roll — a Sticki Roll.
Over the next few months, numerous gatherings will offer countless opportunities to discover new products. Whether it be shows in Hong Kong, London, or Nuremberg, ToyFest in Las Vegas, Toy Fair New York, or one of the many regional trade fairs and gift shows, manufacturers and retailers will connect to debate and collaborate.
Product discovery can start right here in the pages of this very magazine, as dozens of manufacturers proudly submitted what they consider to be their most innovative products. Are they genuinely innovative? Much like beauty, that’s left to the eye of the beholder, and your mileage may vary greatly.
PRESTIGE WORLDWIDE
Our International Innovation issue continues as we spin the globe for updates on Hong Kong from Chris Byrne, Australia from Tony Bugg, and Nuremberg from the team at Spielwarenmesse eG. Circana checks in with Stat Shot data from the U.S., Canada, Mexico, and Brazil, while our first Toy Book Canada column features insights from Jazwares’ Daren Brandman and an update on tax-free toys (yes, you read that right).
40+ YEARS ON THE PULSE OF PLAY
This issue marks the cusp of a new chapter for The Toy Book. Our first issue of 2025 closes the books on our landmark 40th volume as our growing team is back in the lab working on The BIG Toy Book, debuting March 1 at Toy Fair New York.
The annual “Bible” will offer insights from the industry’s top thought leaders while honoring the winners of The Toy Book’s inaugural Pulse of Play Awards.
Having seen many new products set to hit retail later this year, 2025 is a turning point for the U.S. toy industry. While the numbers for 2024 won’t be finalized until later this month, 2025 is poised to be a historic year in which the industry can return to real growth … in theory.
The return of President Donald J. Trump to the White House brings a new
administration and a variety of wild card variables led by the will-they-or-won’tthey possibility of tariffs. At minimum, tariff talks are just that — a lot of talk resulting in a lot of unnecessary work and expense. On a larger scale, they could prove catastrophic, particularly for smallto mid-sized companies that can’t afford a loss of sales volume due to higher prices and can’t eat the cost within already thin margins. It’s déjà vu circa 2019; the talk of nearshoring and reshoring is a hot topic, and more companies are actively seeking production capacity outside of China.
In the meantime, look for members of The Toy Book team at many of the industry’s biggest trade shows and special events. We’re seeking the same thing that all of you are: Innovation.
Let's rock 2025 and make it a year long remembered!
James Zahn, best known as The Rock Father, is the Editor-in-Chief of The Toy Book and a Senior Editor of The Toy Insider and The Pop Insider. Frequently called upon for expert commentary on the toy industry, he has been featured in The New York Times and Forbes, and has appeared on Yahoo! Finance, CNBC, BBC, NBC, ABC, CBS, FOX, CNN, and more. Connect with him on LinkedIn or follow him on X and Instagram @therockfather.
Source: Exploding Kittens
TOYS “R” US OPENING PANAMA FLAGSHIP
WHP Global, the parent company of Toys ”R” Us, struck a deal with Cotton Candy International to open Toys ”R” Us and Babies ”R” Us stores in Latin-America and the Caribbean for the first time. The first flagship stores will open in Panama this year.
TOMICA X DRAGON BALL COLLECTION ON THE WAY
Tokyo-based TOMY will release a new range of TOMICA die-cast cars inspired
EXPLODING KITTENS, JEFF PROBST STRIKE AN ALLIANCE TO LAUNCH
SURVIVOR:
THE TRIBE HAS SPOKEN
A new card game adopts elements from the 47-season unscripted series, Survivor
Five-time Emmy-winning host and Executive Producer Jeff Probst collaborated with the team at Exploding Kittens to develop the game in which players face off in challenges in an effort to be declared the Sole Survivor by the iconic Tribal Council. The game launches in the U.S. this month.
by the hit manga Dragon Ball, published by Shueisha. The first products, Son Goku’s Kintoun and Bulma’s Capsule No. 9 Motorcycle, will hit retail this spring.
POKÉMON, AARDMAN PLOT MYSTERY COLLABORATION
The Pokémon Company International and independent studio Aardman (Wallace & Gromit) will release a collaborative project in 2027. The project will present the Pokémon universe through the lens of Aardman's unique visual style.
HOT WHEELS CELEBRATES BIGFOOT’S 50TH BIRTHDAY
Mattel’s Hot Wheels Monster Trucks brand is rolling out a new range of products honoring BIGFOOT, the original monster truck. The range includes 1:64-scale die-cast monster trucks, a Trophy Champions Multipack, and the Loop-and-Flip Trophy Challenge playset. The line hits retail this month.
TRENDY TOY ZONE TO DEBUT AT TOY & HOBBY CHINA
The 37th Toy & Hobby China (formerly Toy & Edu China) introduces the Trendy Toy Zone, a new product showcase geared toward teenagers and kidults. Products within the zone include designer toys, blind boxes, garage kit figures, ball-jointed dolls, cotton dolls, and more
Confirmed exhibitors at this year’s show include Bandai, Eastcolight, Funko, Kalos Blocks, Maisto, and Plus-Plus.
Select brands and IPs on display include Dunhuang Museum, Kotobukiya, Monkey King, SEGA, Squishmallows, and Theo Klein.
Toy & Hobby China takes place April 7-9 at the Shenzhen World Exhibition & Convention Center.
BRAZIL: TOP 10 NEW* TOYS
MEXICO: TOP 10 NEW* TOYS
PLAYING IT SAFE
The Toy Association Prioritizes Toy Safety Year-Round
by MADDIE MICHALIK, Assistant Manager, Content & Digital Communications, The Toy Association
As kids made their holiday wish lists and checked them twice, nine in 10 parents turned to online marketplaces to complete their toy shopping, according to a 2024 survey of 1,000 U.S. parents conducted by Wakefield Research on behalf of The Toy Association. While the convenience of online shopping can be a lifesaver for busy families, this ease may come with hidden risks if shoppers aren’t paying close attention to the sources from which they purchase toys.
Alarmingly, nearly half (47%) of parents reported purchasing a toy online that they later discovered or suspected was counterfeit. This surge in counterfeit products has left many parents questioning the legitimacy of their purchases, with three in four parents (75%) believing it’s increasingly difficult to identify fake toys and games. Why does it matter? A toy from a company in a rush to make a buck that doesn’t comply with copyright law also likely skips the all-important compliance with safety standards. By law in the U.S., toymakers and sellers must comply with more than 100 different safety standards and tests, and toys must be certified as compliant before being sold. However, the rise of illegitimate toys is a pressing concern for consumers. With toy purchasers lured by deals proliferating across social media that seem “too good to be true,” many unsuspecting shoppers may unknowingly purchase unsafe products from rogue sellers. Additionally, the popularity of some e-commerce platforms that do not have compliance checks in place and allow sellers to misrepresent products increases the likelihood of unsafe, counterfeit toys slipping through the cracks. Distinguishing safe, legitimate toys from their fake counterparts becomes even more daunt-
ing for parents.
The Toy Association has been active in its year-round efforts to promote toy safety, most recently concluding its fourth annual Toy Safety Awareness Month in November, dedicated to educating consumers about safe play ahead of the holidays. Throughout the month, toy professionals were encouraged to utilize The Toy Association’s comprehensive resources — from sharing tips on how to spot fake products to playsafe.org, the industry’s premier play safety resource
“Nearly half (47%) of parents reported purchasing a toy online that they later discovered or suspected was counterfeit.”
for consumers — to educate parents and caregivers to make informed decisions when holiday toy shopping, both online and in stores.
“Responsible toy manufacturers and retailers work year-round to design, produce, and deliver safe products that are certified as compliant,” said Joan Lawrence, The Toy Association’s “Toy Safety Mom” and Senior Vice President of Standards and Regulatory Affairs. “Ensuring safe play is our shared goal, and Toy Safety Awareness Month aims to reinforce to families, caregivers, and others how to ensure that every play opportunity is fun and safe. Our resources guide consumers on how to avoid counterfeit toys and provide essential tips for holiday shopping
so that every gift brings joy and is safely enjoyed by children and families.”
Toy Safety Awareness Month is just one component of the Association’s yearround safety efforts. The Toy Association also works 365 days a year on issues including advocating for the passage of counterfeit-curbing legislation in the U.S., like the SHOP SAFE Act, and encouraging tough enforcement of counterfeit products that do not comply with U.S. safety standards, while leading the ongoing review of safety standards and efforts to align standards around the world.
The Toy Association also supports designers and manufacturers throughout the year to ensure they are up to date on the latest safety standards and regulations for compliance. This ranges from presenting toy safety fundamentals to university-level students to hosting webinars on product compliance and updates to ASTM F963 requirements. The digital, on-demand Safety Education Program also provides participants with a detailed overview of the key state, federal, and international safety regulations and requirements impacting the industry.
The Toy Association’s No. 1 priority is toy safety, with a commitment to rigorous advocacy work and consumer education — because safety concerns should never overshadow a child’s joy of receiving a new toy. To learn more about The Toy Association’s safety-related advocacy work, visit toyassociation.org/safety.
Maddie Michalik is a trusted toy expert and go-to source for the latest product trends and news related to toys, games, and kids’ entertainment.
As part of The Toy Association’s marketing communications team, Michalik reports on the latest toy industry news and happenings.
INNOVATION, TRENDS, & NETWORKING Spielwarenmesse 2025 Invites Guests to Nuremberg
“ Feel the Spirit of Play” is the motto under which the 74th Spielwarenmesse welcomes the international toy industry to Nuremberg, Germany, from January 28 to February 1, 2025. For five days, visitors to the NürnbergMesse exhibition center will focus on discovering innovations, trends, market knowledge, and new ideas. As the leading B2B event for the global toy industry, the fair is the perfect platform for product launches and buyer discovery. Specialty retailers from worldwide markets will find a valuable pool of information for
the year ahead. This year’s registered exhibitors include established industry giants and promising start-ups, delivering the extensive mix of products that make Spielwarenmesse unique.
Spielwarenmesse eG, the organization behind the annual event, promises updates to this year’s show to better serve the global market’s future prospects. This includes new locations for some of the 13 product groups. With 18 halls, visitors will find a comprehensive and immersive array of new products and services.
CATERING TO THE ADULT CONSUMER
Hailed as a highlight of last year’s fair, Toys for Kidults expands as a special section following recent data from Circana reflecting the importance of U.S. adults who play. Adults over 18 contributed more than $1.5 billion to U.S. toy sales in the first quarter of 2024 alone, overtaking the preschool cohort for the first time in history. Additional data indicated that 43% of adults had purchased a toy or game for themselves within the past year.
Collectibles, Creative Fantasy, and Tabletop Games comprise Toys for Kidults and provide retailers a space to go hands-on with the latest products geared toward this affluent group. Company executives and product experts will be on hand to answer questions and conduct live demonstrations.
Visitors can experience Toys for Kidults at Eingang Mitte, the central entrance at the heart of Spielwarenmesse.
CAN’T MISS EVENTS
ToyTrends presents two defining trend themes for the upcoming year, as identified by the Spielwarenmesse eG team and the international TrendCommittee: Anime & Friends and Healthy Heroes. Buyers will discover products
The Toys for Kidults section in 2024
The gang’s all here: International icons gather at Spielwarenmesse 2024
from the fascinating world of anime and manga and toys that convey the joy of movement, vividly presented on inspiring theme islands.
With licensed products remaining a reliable sales driver, the LicenseLounge in the foyer of NCC West offers space to take in the current trends in the licensing sector. The LicenseTalks provide useful insights for newcomers and professionals among licensees, licensors, and trade decision-makers. This unique area is organized with BRANDmate, a leading B2B networking event for collaboration, partnerships, and licensing. In addition, the Toy Business Forum in Hall 3A will again be the go-to destination for current and forward-looking insights into the industry. Free presentations will inform visitors about exciting market developments and current trends.
On Wednesday, January 29, the prestigious ToyAward will be presented live in the Toy Business Forum. The presentation area will also be the stage for a special collaboration with the Model Car Hall of Fame (MCHOF). The MCHOF is managed by hobbyDB, the world’s fastest-growing database for collectibles.
It honors pioneers of the model car industry and now includes more than 200 personalities and brands. An induction ceremony will occur at the Toy Business Forum on Thursday, January 30.
NETWORKING MADE EASY
Targeted networking opportunities in a relaxed atmosphere promote personal dialogue between retail buyers and potential and existing business partners. The RedNight offers an informal setting directly at the exhibitors’ booths. After the trade fair closes, booths are transformed into small party areas where people can eat, drink, and sometimes even dance together.
With its numerous half-timbered houses, Nuremberg’s medieval Old Town provides the perfect setting for a relaxed end to the day for the fair’s duration. Franconian culinary classics await to be savored alongside regional beers and wines. Those who prefer something more exotic can order Ruby, the official 2025 ToyCocktail — developed by Gelbes Haus — at special events and participating bars, including Die Rote Bar, Gelbes Haus, Herrengedeck, Levi Bar in
in the Arvena Park Hotel.
POWERFUL TOOLS FOR SUCCESS
The perfect day at the fair starts with your journey. A Spielwarenmesse entry ticket is also valid as a travel ticket on all forms of public transport in the Nuremberg region for the fair dates show. Additional travel offers can be found on the event website.
The Spielwarenmesse Digital platform and app are indispensable companions. The Spielwarenmesse Digital industry network contains an extensive exhibitor and product database, a program overview, and various communication tools ideal for networking and making appointments. The platform provides a compact overview of all participating companies and their product ranges even before the show opens. With the accompanying app, visitors have the entire Spielwarenmesse in their pocket — including practical functions such as indoor navigation.
For tickets and additional information, visit spielwarenmesse.de
the Leonardo Royal Hotel, Public in the Scandic Nürnberg Central, and TREFF
The Huffy showroom in 2024
All images: Alex Schelbert/Spielwarenmesse eG
Spin Master Delivers Holiday Cheer, Hot Toys for Children’s Breakfast Clubs
More than 300 volunteers from Spin Master and Liberty Entertainment Group welcomed more than 1,200 kids from Children’s Breakfast Clubs affiliated schools to the 12th annual Caring & Sharing event at the Liberty Grand in Toronto last month.
The festive, play-filled event featured a variety of activities and a visit from Santa Claus.
Each kid was paired with a member of the Spin Master team to pick out two toys: one to keep and one to gift to a friend or loved one.
“For 12 years, Caring & Sharing has been an integral part of our holiday season, allowing us to connect with our community and spread joy in a meaningful way,” says Tara Deakin, Executive Vice President & Chief People Officer at Spin Master. “The magic of this event lies not only in the smiles of the children, but also in the incredible energy from our team and partners who come together to make a difference.”
HEADING NORTHWARD Jazwares’ Canadian Expansion
by ASHLEY PELLETIER, Assistant Editor
For the past two years, Jazwares has been building the foundation of its business in Canada.
As one of the most popular toy companies in the U.S., with hits like Squishmallows, Star Wars Micro Galaxy Squadron, Pokémon, and more, it only made sense to bring more of these hot toys to the country to the north. The Toy Book chatted with Daren Brandman, Managing Director of Jazwares Canada, to discuss the company’s expansion and plans for the year ahead.
THE TOY BOOK: What prompted Jazwares’ decision to expand its business further into Canada?
DAREN BRANDMAN: Canada is an important market for us. We know there is growth potential for our portfolio of brands here. Having a local team allows us to build closer relationships with retail and global licensing partners to provide them with the highest level of service and support while executing marketing strategies that resonate with consumers nationwide. Moreover, Canada has a rich pool of creative, business,
and marketing talent that has been an exciting resource for us to tap into.
sales, business intelligence, inventor relations, product development, planning, and other functions to support our business. Our investment extends beyond business growth; we are also committed to supporting the community. Through Jazwares Cares, our philanthropic arm, we are dedicated to giving back to the local communities where we work and play.
TB: What are some of Jazwares’ goals for the coming year in Canada?
Our goal is to grow and strengthen local relationships and hire world-class talent in key areas that bring us closer to our retailers with a highly tailored approach, ensuring the right product reaches the right channel and provides a closer connection to the end consumer. We aim to build stronger, authentic connections with consumers by creating fan-first experiences.
TB: Can you share some successes that Jazwares has seen in Canada?
DB: Our team is incredibly proud to have won Circana’s prestigious No. 1 Selling Toy in Canada for two consecutive years in 2022 and 2023. Our strong presence at Toronto’s Fan Expo Canada allowed us to engage
especially rewarding to hear directly from fans that we were the talk of the show. Additionally, our costumes and pets divisions are driving significant growth, and we’re excited to expand these businesses with both existing and new partners.
TB: In what ways is the business different in Canada vs. the U.S.?
DB: As a Canadian with extensive experience living and working in the U.S. before returning to Canada, I’ve seen firsthand the vast differences in our markets. Beyond obvious distinctions like currency, suggested retail prices, government, and taxes, there’s a significant contrast in how Canadians choose to spend their hard-earned money. Newer brands face more challenges here, as customers tend to gravitate toward tried and true brands and products rather than unfamiliar ones. Consequently, merchants focus on where the demand is strongest. Having managed brands in both the U.S. and Canada, I’ve always found it more difficult to achieve success in the Canadian market. With a smaller population, more compact stores, and less attractive economies of scale for global brands, competition for shelf space is intense. Yet, despite these challenges, our Jazwares Canada business is thriving.
TB: What are the biggest challenges and opportunities for Jazwares and the greater toy industry in Canada?
DB: The Canadian industry is currently experiencing a cooling-off period, amplified by high federal interest rates aimed at curbing inflation that has been unwinding slowly following years of substantial growth. I anticipate the industry as a whole will see modest growth of around 1-2% [when 2024 numbers come in]. However, as many of our retail partners have noted, Jazwares continues to have a special secret sauce when it comes to creating toys.
The excitement surrounding our brands continues to soar, even as our competitors navigate this slowdown. I have no doubt that in 2025, we will continue the momentum in Canada!
Tax-Free Toys? Canadian Consumers Get a Break Through February 15
A controversial bill is making toy prices lighter for Canadian consumers. In November, Prime Minister Justin Trudeau touted Bill C-78, dubbed “The Tax Break for All Canadians Act,” as a temporary measure to help families through the holiday season and into the new year.
The Department of Finance Canada said the two-month Goods and Services Tax/Harmonized Sales Tax (GST/HST) break would help families “buy the things they need and save for the things they want.” Under the bill, various product categories are tax-free through February 15, 2025.
This includes select children’s toys, defined by the government as “a product that is designed for use by children under 14 years of age in learning or play that is: a board game or card game (e.g., a strategy board game, playing cards, or a matching/memory card game); a toy that imitates another item (e.g., a doll house, a toy car or truck, a toy farm set, or an action figure); a doll, plush toy, or soft toy (e.g., a teddy bear); or, a construction toy (e.g., building blocks, such as LEGO or MEGA, STEM assembly kits, or plasticine).”
Additionally, jigsaw puzzles for all ages are tax-free, along with video game consoles, controllers, and physical game media such as optical discs for Xbox or PlayStation systems or cartridges for the Nintendo Switch.
Critics of the bill suggest that retailers will find it costly and time-consuming to navigate the complexity of the categories and tax exemptions.
According to Dan Kelly, President & CEO of the Canadian Federation of Independent Business, just 4% of small business owners believe the bill will fuel increased sales.
An extensive list of categories alongside nuanced instructions regarding what is or is not tax-free can be viewed online at Canada.ca.
The Squishmallows brand now includes Figbands (left) and a Wicked-inspired Elphaba plush (top). A Hello Kitty Pet Bed (above) is just one offering from the growing Jazwares Pets line of products. | Source: Jazwares
SETTING THE GLOBAL STAGE
The 51st Hong Kong Toys & Games Fair Opens for Business
by CHRIS BYRNE, The Toy Guy, President, Byrne Communications
The Hong Kong Toys & Games Fair kicks off this year’s trade show season, continuing a tradition and legacy of playing a critical role in the international toy business. What started as a small showcase for 71 companies in 1974 has grown into the largest Asian toy fair, with more than 2,500 exhibitors and more than 40,000 visitors annually.
In an interview at last year’s fair, Sophia Chong, Deputy Executive Director of The Hong Kong Trade Development Council (HKTDC), noted that the show has become a major gateway to the growing Association of Southeast Asian Nations (ASEAN) markets. According to China’s National Bureau of Statistics, consumer discretionary consumption in these markets is on the rebound, and that bodes well for potential sales and business growth.
GLOBAL TRENDSETTING
In 2013, the Hong Kong Toys & Games Fair introduced the world to the concept of “kidults” with the first-ever pavilion devoted to these products. For more than a decade, the fair has
expands as an exceptional platform for smaller companies to showcase their unique products to a global audience of enthusiastic retail buyers.
remained ahead of the curve as the kidult trend went mainstream. Circana estimates that adult consumers account for nearly 29% of all toys sold in Europe. This year, the Kidult World pavilion
Educational programming remains a hallmark of the fair, and this year the Asian Toys & Games Forum provides international researchers a stage to share valuable insights on the global toy industry outlook, opportunities, and product trends. This year’s key topics include the industry’s evolving role in health and wellness, its positive social impact on social connectedness, and active aging under the theme of “Fostering Social Responsibility in the Toy Industry.” This complements the annual updates on trends and topics such as toy safety and regulations, sustainability, gender
From the water: The Hong Kong Convention and Exhibition Centre Source: Chris Byrne
Visitors enter last year’s fair. Source: HKTDC
perspectives, and inclusivity in toys.
TOYING WITH TECH
The Hong Kong Toys & Games Fair has long been a leader in showcasing innovation in the Tech Toys category. For example, Zing’s Go Go Bird was discovered on the show floor and became an international hit. It’s common to see drones flying through the air while R/C cars (and other vehicles) speed through the aisles of the Hong Kong Convention and Exhibition Centre.
As a sourcing fair, companies find new technologies to license, and the big area to watch in 2025 is artificial intelligence (AI). While several companies introduced AI-powered toys at the 2024 show, interest and technological advances have grown rapidly in recent months. Hong Kong and Mainland China remain leaders in AI development, in close competition with the U.S. Last fall, Hong Kong unveiled its first guidelines for the “responsible” use of AI. Additionally, a study by the publication Hong Kong Business suggests that cross-border technology partnerships will thrive in this field, allowing companies of different sizes to compete. The next level of toyetic application is upon us.
THE IMPORTANCE OF HONG KONG
With so much business being done virtually, the biggest question surrounding any toy fair remains: is it effective? In other words, does it pay to be there? For many companies, that answer is a very positive yes. In part, that’s because, in addition to the Toys & Games Fair, the Hong Kong Baby Products Fair and Hong Kong Stationery and School Supplies Fair run concurrently. Together, the three shows attract international manufacturers, many of whom have said that the show has allowed them to reach new markets they might not have previously.
“It really is worthwhile for me to take the long-haul flight from the U.S. to Hong Kong,” says Toy Box CEO Richard Toth, noting that he’ll spend $3-4 million at the shows. Similarly, Gösta Kjellme, CEO and Founder of the Swedish Company Viking Toys has participated in the show for many years. At last year’s show, he said that the global reach possible in Hong Kong is unique as he could see buyers from throughout Europe, South America, and Asia in one shot.
Emily Cheung, executive director of Tsuen Lee, a company that focuses on educational toys and is a licensee of Marvel and Disney for the Mainland
Chinese market, adds that nearly 50% of the company’s annual orders come from its visit to Hong Kong.
For those who can’t make the trip, the HKTDC continues its Exhibition+ model, which offers virtual access to the show, its exhibitors, and the Click2Match program to find suppliers through January 16, 2025.
As for U.S. companies that may teeter when considering a trip to Hong Kong in the future, Basic Fun! CEO Jay Foreman says that he recognized the significance of its place in the global toy fair calendar on one of his first visits.
“When I saw [former Hasbro Chairman and CEO] Alan Hassenfeld walking the floor, I knew this was an important place to be,” he says.
Chris Byrne is a toy industry veteran with more than 30 years of experience working at toy companies, writing, and studying the business. In addition to writing for major trade magazines, he serves as Editor of Global Toy News and has published seven books on toy-related themes, comments regularly on the toy business and child development as it relates to play, and hosts “The Playground Podcast.” Follow him on Instagram: @thetoyguy.
Plush is a hot category. | Source: HKTDC
THE AUSSIE TOY BIZ
Viewing Toys from All Angles: Updates from Down Under
by TONY BUGG, Managing Director, Bugg Solutions, The Toy Universe
Finally, inflation in Australia is beginning to ease. Our economy has been experiencing significant cost-of-living pressures, and families must prioritize their spending.
The toy business is not immune to this phenomenon and has been flat for some considerable time. On a positive note, the recent Christmas selling season may spark positive sales results leading into 2025.
FROM OZ TO THE WORLD
Aussie toy companies have a habit of punching well above their weight. Channels of distribution in our market can be challenging. Therefore, focusing on the international market, including North America, has become a key priority for Australian companies.
Moose Toys, Headstart International, Hunter Products, Connetix, BMS brands, and Jellystone Designs are some organizations looking to enter the world stage. The L.A. Toy Previews have become a destination for companies to showcase their new toys in April and September.
Recent reports suggest that the shape of the toy business is changing, with the kidult category said to be as much as 50% of the market. One of Australia’s major players in this space is Ikon Collectables, which distributes Funko
and Sideshow merchandise. This market, which generally caters to an older demographic with good disposable income, is holding up.
RETAIL RUMBLINGS
Regarding the evolution of toys, Kmart continues to dominate the Australian market, particularly with its in-house brand Anko. As this brand has evolved, it now has a vertically integrated structure behind its development. It offers low prices and a range that consumers seem comfortable buying.
Amazon continues to grow in our market. The e-commerce giant now has seven distribution centers and better understands the Australian continent’s vastness to make timely deliveries. According to many sources, Amazon has a significant capacity for additional listings
“Aussie toy companies have a habit of punching well above their weight ... Therefore, focusing on the international market, including North America, has become a key priority.”
Headstart International’s Resoftables Hello Kitty range on display at Big W in Australia. | Source: Tony Bugg
American toy companies such as Ertl and Galoob back in the day. Each year, Ertl offered a special collectible vehicle to commemorate a visit to their showroom.
GLOBAL BRANDS DOMINATE TOY SALES IN AUSTRALIA
product ranges as an alternative.
Toymate is a new and emerging bigbox retailer with more than 20 outlets nationwide. It offers another distribution channel and a level of volume.
THE U.S. CONNECTION
The Australian toy biz has always had strong connections with the U.S., dating back to the iconic North American International Toy Fairs held at 200 Fifth Avenue in New York City, once known as The International Toy Center.
I fondly remember dealing with great
Many Aussies love to follow Richard Derr, “The Toy Man,” on LinkedIn for a daily connection to on-the-ground retail and insight on trends directly from his Learning Express store in Illinois. And, like many, we are monitoring closely how the return of U.S. President Donald J. Trump will impact our economy and the global market.
TIMELESS TOYS
As many Australian companies seek to compete globally, we cannot discount the influence of franchises that have become international hits. Recently, “Heroes in a Half Shell,” The Teenage Mutant Ninja Turtles Exhibition set up shop in Melbourne. This brilliant journey down memory lane was a welcome reminder of a franchise — driven by Playmates Toys — that has stood the test of time for the past 40 years.
Perhaps the next big toy brand the world will still enjoy four decades from now will originate from Australia.
Bugg
been in the toy and licensing businesses since the early 1980s.
has held senior roles with Hasbro, Playcorp, and Reed for Kids. He served on the Board of the Australian Toy Association for six
He more recently held the role of Managing Director for LIMA, now known as Licensing International, in Australia. He is the Managing Director of The Bugg Report, Bugg Marketing Solutions, and The Toy Universe.
According to recent data from Circana, some of the most popular toys in Australia last year are familiar to retailers and consumers worldwide.
• Hot Wheels Singles 1:64 Assortment (Mattel)
• LEGO Technic MercedesBenz Amg F1 W14 E Performance (The LEGO Group)
• LEGO Star Wars Millennium Falcon Ultimate Collector Series (The LEGO Group)
• Barbie Dreamhouse (Mattel)
• LEGO Icons Bouquet of Roses (The LEGO Group)
• LEGO Icons Tiny Plants (The LEGO Group)
• Hot Wheels 5 Pack 1:64 Assortment (Mattel)
• LEGO Star Wars Millennium Falcon (The LEGO Group)
The 2025 Australian Toy Hobby & Licensing Fair will take place March 2-5, 2025 at the Melbourne Convention and Exhibition Centre.
The Australian Toy Association expects to welcome around 200 exhibitors and more than 4,000 attendees to this year’s fair.
Left: The Ertl Collectibles Limited Edition 1929 Lockheed Airplane and 1957 Chevy offered to retail buyers at the North American International Toy Fair in 1999 and 2001, respectively. Right: A framed
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A flyer for the recent Teenage Mutant Ninja Turtles “Heroes in a Half Shell” Exhibition in Melbourne. Source: Tony Bugg
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LIONEL TRAINS lionel.com
Thomas & Friends Battery Operated O Gauge Train Set Ages: 4+ | MSRP: $79.99 | Available: Now
Kids can join Thomas & Friends as they explore the Island of Sodor. This battery-operated train set is ready for adventure as it comes complete with a variety of playful features including a water vapor smoke effect, remote control, three removable faces, expansion track for extended hours of creative ELENCO
Snap Circuits Soccer Shot turns soccer penalty kicks into an exciting 2-player challenge. Kids build the game then dive into the action: one player kicks while the other defends as goalkeeper. The first to score nine goals, wins.
NEW FOR 2025
PMI KIDS’ WORLD
Fuggler Farting Figures 1-Pack
Window Box | Ages: 6+ | MSRP: $9.99
Available: Spring 2025
These Fuggler figures have odd eyes, twisted grins, and a motion sensor that triggers farting sounds.
PLAYMOBIL
Playmobil Haunted Ruins
Ages: 4+ | MSRP: $34.99
This playset includes several accessories, such as a Dracula figure, a Green Zombie figure, cobwebs, spiders, bats, a coffin, bones, and more.
DIAMOND SELECT TOYS
House of the Dragon Deluxe Action
Figures Series 2 Asst. | Ages: 13+
MSRP: $29.99 each | Available: Q2 2025
The 1:10 scale figures of Rhaenyra Targaryen and Aemond Targaryen have multiple points of articulation, removable accessories, and come in a full-color window box.
ABACUS BRANDS
Pixicade! Instant Game Maker
Ages: 6+ | MSRP: $29.99
In this updated version, kids can create their own video games with washable markers and a game design guidebook featuring 30 activities and more than 100 example games.
U.S. TOY CO.
Squishmallows
Crochet Kit — Wendy
Ages: 6+
MSRP: $16.99
Kids can learn how to crochet animal friends while creating the Squishmallows character, Wendy.
LITTLE TIKES
Story Dream Machine Plush
Ages: 3+ | MSRP: $29.99
This Cat in the Hat plush reacts when the included Dr. Seuss story cartridges are played; it features glowing lights and sounds.
KIDS TABLE BOARD GAMING
Lairs | Ages: 10+ | MSRP: $39
Players must create catacombs for others to explore — using walls, traps, treasures, and monsters — while navigating their opponent’s dungeon. The winner gains entrance to the Adventurers Guild.
HAND2MIND
Numberblocks Sing & Record Music Player
Ages: 3+ | MSRP: $29.99
Available: Fall 2025
Kids can listen to 15 Numberblocks sounds and songs, adjust the volume, and record 90 seconds of custom audio with the attached microphone.
HEADSTART INTERNATIONAL
Animakii | Ages: 5+
MSRP: $19.99
Available: Spring 2025
Each kawaii- and animeinspired doll has two outfits, two hairstyles, four faces, and two pairs of shoes for kids to mix and match.
FRANKLIN SPORTS
NFL Sticky Fingers Football & Gloves
Ages: 6+ | MSRP: $29.99
The NFL-themed, junior-sized foam football has a self-stick surface, so kids can easily catch it while using the ambidextrous gloves that also feature self-stick technology.
JAZWARES
Royale High 3-inch Dark Fairy (Series 2)
Ages: 5+ | MSRP: $9.99
Available: Spring 2025
Each Royale High 3-inch doll, including Dark Fairy, represents an element. The dolls come with mix-and-match fashion items, fairy wings
NEW FOR 2025
SUPER IMPULSE
World’s Smallest Polaroid Go | Ages: 6+
MSRP: $7.99-9.99 | Available: Spring 2025
Amateur photographers can press the shutter button on the tiny blue Polaroid camera and watch as a pretend Polaroid picture slides out with a sound effect.
SUNNY DAYS ENTERTAINMENT
Tiki Torch Bubbler | Ages: 3+
Designed to imitate a tiki torch, this built-in LED light blows bubbles, plays tropical music, and detaches to become a transportable bubble wand.
LEARNING RESOURCES
New Sprouts Fresh Market Stand
Ages: 2+
MSRP: $129.99
Available: Spring 2025
This farmers market-themed playset includes flowers, 15 pieces of play food, an interactive scale, and a play credit card machine.
MOOSE TOYS
Bluey’s Dump Truck | Ages: 3+ | MSRP: $24.99
Bluey’s Dump Truck includes a Hard-Hat Bluey figure, Muddy Bingo, a sticker sheet, a road barrier, an “at work” sign, and three boulders for kids to load and unload by pulling the lever.
ULTRA PRO
Food Fight Frenzy
Ages: 6+
MSRP: $19.99
Available: March 2025
Players aim to get rid of their tiles while playing this dice rolling, pattern recognition, and dexterity game.
Attempt long-distance, short-distance, and ultimate dunks with the velcro player and hoop.
NEW FOR 2025
OOLY
Switch-Eroo Sparkle, Glitter Color
Changing Markers | Ages: 3+
MSRP: $12.50
Artists can draw with the color glitter tip and then use the white tip to switch between
LEARNING RESOURCES
Cooper the STEM Robot | Ages: 5+
MSRP: $79.99 | Available: Spring 2025
Cooper the STEM Robot features 10 screen-free coding challenges, reacts to its
FUN IN MOTION TOYS
Hello Kitty Shashibo Series | Ages: 8+
MSRP: $25
Available: Winter 2025
This Hello Kitty-themed Shashibo transforms into more than 70 shapes and geometric structures.
SPIN MASTER
Kinetic Sand Splash Starter Case | Ages: 3+
MSRP: $14.99
This arts and crafts kit includes blue Splash Sand, a rake, two molds, and a carrying case that doubles as an enclosed play space. The Splash Sand changes colors in warm and hot water.
GOLDEN BEAR TOYS
Fart Yoga | Ages: 4+
MSRP: $19.99 | Available: Fall 2025
Families secure Sammy the Sloth around their waste and follow the yoga poses on the cards.
THIN AIR BRANDS
Anywhere Sports
The Silent Basketball (Regulation Size)
Ages: 3+ | MSRP: $24.99
Families can practice sports indoors with a silent ball that feels like a basketball and bounces on most surfaces.
NEW FOR 2025
THE KIND MIND CO.
T-Grip Shaped Tool (2-Pack)
Ages: 3+ | MSRP: $19.99
This tool helps kids create art by holding pens, paint brushes, pencils, and more, then strapping onto the artist’s hand. This product is part of an entire art tools line designed in partnership with educators and therapeutic experts to empower creativity and creative access for individuals with disabilities.
SMART TOYS AND GAMES
Krumples | Ages: 10 MOS+ | MSRP: $12.99
Kids can squish, scrunch, and squeeze these colorful and tactile toys.
HYPER TOY CO.
Hyper Mini LED Truck
Ages: 6+
MSRP: $9.99
Available: March 2025
The mini truck features a lightup LED body and a racinginspired design.
MINDWARE
Ringer | Ages: 8+ | MSRP: $14.95
Available: February 2025
Families must strategize as they match cards with the dice rolls, steal cards, and play power cards.
MGA ENTERTAINMENT
L.O.L. Surprise! Fairies Tots
Ages: 4+ | MSRP: $9.99
Each doll includes a pair of customizable fairy wings, two colors of fairy crystal mix, a pipette, and accessories.
THE LUMISTELLA COMPANY
The Elf on the Shelf: A Christmas Tradition Limited 20th Anniversary Edition Ages: 4+ | MSRP: Fall 2025
This limited-edition version of Santa’s Official Scout Elf features poseable limbs and a loungewear set. It also comes with a themed ornament.
Some people call her Rachel Accurso. Some call her their go-to co-parent. One lucky little boy calls her mama. But to millions of toddlers and preschoolers? She’s Ms. Rachel.
Accurso is a musician and teacher who launched a YouTube channel, Songs for Littles, in February 2019. Along with her husband, Aron Accurso, the educator creates original content for young children, focused on helping them learn first words and communication skills. Now known as Ms. Rachel — Toddler Learning Videos, the channel boasts more than 12.6 million subscribers and more than 8.8 billion lifetime views. If you’re into math, that’s roughly 4.2 million views daily since it launched.
For modern families, Ms. Rachel joins Fred Rogers and Jim Henson as legendary child educators. But unlike other toddler idols like Elmo, Daniel Tiger, and Josh and Blue, Ms. Rachel’s face was noticeably absent from the toy shelves — until recently.
FINDING MS. RACHEL
Ask any toddler parent, and they’ll tell you: There’s a magical element to Ms. Rachel’s videos — one even toy executives can’t ignore. Laura Henderson, Executive Vice President & Head of Early Learning at Spin Master, was determined to connect with Ms. Rachel after watching her videos while she was home on family leave with her son Sam. “The more we watched [Ms. Rachel] together, the more I realized that she wasn’t just helping him to learn; she was helping me to be a better parent. She was giving me this blueprint for how to play with him, whether it was nursery rhymes or songs or activities,” Henderson explains. “Ms. Rachel’s created this early-learning platform, and it’s going to change how parents discover toys, recommend toys, and play with their children,” she continues.
Henderson set out to find the popular YouTube personality in real life. “I joined all the local New York parenting groups. I contacted friends of mine on Broadway, given Mr. Aron, her husband, is a really talented Broadway musician. I just tried to
find them in any way that I could. And I had this vision in my head just of having coffee with her, mom-to-mom. I was like, ‘If I could just meet her, we can have coffee, and I know that we’ll hit it off,’ she says.
And they did.
Spin Master first announced Ms. Rachel’s toy line in November 2023 and revealed the collection of playthings last August. The super soft, bright, sensory-friendly toys feature key themes from the YouTube series and Ms. Rachel’s likeness. The standout favorite among caregivers and kids alike, the Ms. Rachel Speak & Sing Doll, sold out on preorder in mere minutes. Parents on TikTok posted videos of themselves crying in parking lots after not finding the doll at their local retailers. But since the initial chaotic flurry of excitement, the doll has been restocked multiple times, with thousands sold at retail.
Touted as the “it” toy of the holiday season, the doll earned a spot on The Toy Insider’s Hot 20 list; landed on top toy lists from Amazon, Target, and Walmart; and was named a Toy of the Year finalist.
“Based on sales from Toys ‘R’ Us stores and insights from September’s industry data, Ms. Rachel has grown to become a new top brand in the infant and preschool space,” says Mary Cacciacarne, Vice President of Global Merchandising and Consumer Brands at Toys “R” Us. “[Her] content is entertaining, engaging, and developmentally appropriate. The toy line adds a hands-on, tactile element to guilt-free screen time.”
And while Ms. Rachel has been producing YouTube content since 2019, the toy line came together in less than a year.
MOMS GET IT DONE
Ms. Rachel has a mere 119 videos on her channel. While some YouTube creators post new content daily, Accurso takes time to create her
educational videos, often featuring original music, choreography, puppetry, and so much more. For her and her team, it’s a game of quality, not quantity. The same approach was applied when it came to creating her first toy line.
“It was a huge deal for her to put her trust in us,” says Henderson. “We knew this couldn’t be a cursory ‘slap her face and her logo on a toy and call it a day.’ They have to really be an expression of who she is and how she teaches.”
And Ms. Rachel agreed. “I really wanted the toys to spark imaginative play, learning, and joy,” she explains. “It was also really important to me that the toys be high quality and affordable and that they have long-lasting value as children grow.”
So, they called in the professionals: A group of seasoned toy designers who also happen to be moms. Chelsea Carter and Kate Lewis-Derose are partners at Katch Studio, a toy design firm known for working on several well-known toy brands, including GUND, Skip Hop, Itzy Ritzy, Fashion Angels, and more. Along with Erin Knowlton-Brown, an in-house design lead at Spin Master, the trio worked directly with Ms. Rachel to concept, design, and create toys targeted toward kids and their caregivers.
“They were like, ‘We have this impossible task to bring this amazing person all these toys to market in one year, on shelf next fall.’ And we were like, ‘Whoa.’ [Then they said], ‘Oh yeah. And she has no branding and no style guide,’ explains Carter, recalling her first conversation with Henderson before boarding the Ms. Rachel toy train.
“The dream team and collaboration is the only way this ever could have happened,” adds Knowlton-Brown.
STARTING FROM SCRATCH
Unlike legacy brands, Ms. Rachel didn’t yet have a complete style guide to utilize when creating consumer products, including toys. Instead, Carter and Lewis-Derose worked on creating one for her, along with the team at Spin Master. They developed the logo, iconography, color palette, backgrounds, and even two cus tom fonts named after Ms. Rachel-inspired phrases, including
The Surprise Learning Box features 360-degrees of play, and Ms. Rachel released a “play along” style video to accompany the new toy. | Source: Spin Master/Ms. Rachel
“Hi, Hello” and “So Happy.”
“[Her videos] all just feel charming and loose, but with this educational spirit,” says Lewis-Derose. “We had to create a visual language that you could recognize as [Ms. Rachel], so we just took her spirit and the way that she makes people feel and we tried to interpret that into art.”
Every element of Ms. Rachel’s new branding was intentional. The colors reflect her iconic outfit, the music notes highlight the importance of music, the curvy lines represent the ups and downs of development and parenting. The design is happy, playful, and most importantly, Ms. Rachel-approved!
“The first few pitches, we were in her apartment, sitting on the floor. She brought us popsicles and juice boxes. Ms. Rachel has the best snacks,” says Carter. “It was a lot different than getting a licensed style guide, working, and submitting something into a portal and never kind of talking to the person — we were in her living room with her.”
“The entire process has really felt very personal,” adds Knowlton-Brown. “[Ms. Rachel] has never done this before and I think that was to her advantage. She was so open and creative with us and really
that’s just who she is, and it was so cool to get to do that from scratch with her.”
And with the brand identity locked in, it was time to play.
HERE COMES THE FUN
After countless hours of research, watching Ms. Rachel’s videos on repeat, singing along to “I’m So Happy” and “Icky Sticky Bubblegum” for days on end, the toys started to take shape. The design team looked at what people were handmaking and selling on Etsy, along with toys Accurso demonstrates in her show, like finger puppets, rattles, instruments, role-play sets, and more.
They experimented with different fabrics, textures, and materials. They identified which key elements from the show needed to be present in the toys and worked to perfect the character likenesses. Perhaps most importantly, they thought outside the box — even when it came to an actual box.
A recurring feature in Ms. Rachel’s videos is the surprise box. Accurso sings a song and encourages kids to say “open” to find out what is hiding inside her special surprise box, so it came as no surprise that her toy line would include one. The box helps teach kids about object perma-
nence while also letting them practice fine motor skills.
Ms. Rachel’s Surprise Learning Box is a super soft, plush box with six accessories: a Bean Bear stuffed animal, a bunny, a bus, a scarf, a plush carrot, and pretend bubble gum. But this box is more than just a box that comes with stuff — it also features four learning environments. On one side, kids can play peek-a-boo with Ms. Rachel; on another, they can bring the bunny or bear to the playground to slide down the slide, or, they can tuck their stuffies into bed and even give them a bath. The surprise box is a skill-building activity that combines so many play patterns while also reinforcing healthy activities and helping kids get used to their daily routines — it’s like a parents’ dream toy.
And then, there’s the Speak & Sing Doll — the crown jewel, or in this case, the pink headband — of the collection. The soft, cuddly doll looks just like the YouTube star. Kids can squeeze one hand to cycle through four iconic songs from the show or the other to hear one of 15 phrases — all in Ms. Rachel’s real voice. Reinforcing the themes from her show, kids will hear Ms. Rachel encourage them to be active, say first words, and be remin-
Ms. Rachel unveiled the Speak & Sing doll on her Instagram in August, and caregivers quickly responded, with the video amassing more than 8 million views. | Source: Spin Master/Ms. Rachel
ded that they’re great kids.
“I’m so glad little ones can be comforted by the doll and enjoy favorite songs and techniques away from the screen,” Accurso says. “She embodies qualities from the show, like unconditional love and kindness — though if the doll were literally me, it would be ‘tired mom doll’ with a mom bun and a little cup of lukewarm coffee!”
In addition to the Speak & Sing Doll and Ms. Rachel’s Surprise Learning Box, the initial product assortment also includes Take-Along toys featuring Herbie, a puppet voiced by Mr. Aron; a bunny-shaped soft rattle; a plush Learning Farm that opens up like a soft book; and even a yellow school bus tummy time toy.
With a core audience of babies, toddlers, and preschoolers, the toys range in price from $6.99-29.99. Similar to other brands for young children, like Fisher-Price’s Smart Stages technology or Lovevery’s thoughtfully designed play kits, the toys also can grow with kids.
“Making my toys accessible was such an important priority from the start,” says Accurso. “With my show, I’m able to reach so many children, and I wanted the toys to be equally within reach. Part of that was ensuring we had accessible prices, and part of that was about making sure we made toys that lasted in the playroom for more than a few days and had value to kids and parents over time.”
REACTING TO MS. RACHEL
With thousands of videos posted to Instagram and TikTok of parents finding the Ms. Rachel doll and toy line, one thing is crystal clear: The caregivers seem just as excited as the kids to see Ms. Rachel
come to the toybox.
“This is the most highly anticipated thing I’ve ever worked on before, and the response being so positive, it’s so emotional,” says Knowlton-Brown. “It’s why we do what we do. It reminds me of why I wanted to be a toy designer in the first place, and it’s been such an emotionally positive journey all along,” she adds.
Adults are seen marveling at their children’s reaction to the doll, gushing over her voice, and bragging about their newfound “favorite relative” status after gifting the toys. To say that these toys bring a LOT of joy is an understatement.
“The response has been overwhelming,” Accurso says. “It’s so heartwarming to see children delighted with the toys. I watch every video, and my cheeks hurt from smiling!”
Each toy also comes with a learning card, which provides play ideas for caregivers to use the toys differently and engage in playtime with their kids.
“Interactions between caregivers and little ones are so important and build little one’s brains. The toys are designed to inspire interaction,” explains Accurso.
Since the toys’ launch, Ms. Rachel has also released a “play along” video that uses the Surprise Learning Box so kids can play with Ms. Rachel in real-time. Proving that her brand is all about helping kids learn, she even provided free, at-home printables to go along with the video, so if families don’t have the $19.99 Surprise Learning Box, they can still play together and enjoy the content.
“I think one of the things I’m most proud of is the team really understood the core of the brand and were really principled about what needed to be true.
[These toys] are about helping parents to support their child’s development,” Henderson says.
TACKLING NEW MILESTONES
In addition to the original toys launched in 2024, new products recently launched in January, including the Bean & Potty Play Set, which helps with potty training; the Phonics Puzzle, which features the “Phonics” song; and the Zoo Finger Puppet Set. And there’s even more on the way — the team says they are designing into 2026, so families have much to look forward to.
“There are so many amazing things coming. We can’t wait for everyone to see,” says Carter. “We’re really focused on supporting all of those early childhood learning milestones. You’ll see a nice breadth of offerings. We’ve included a lot of the fan favorites, including favorite songs, favorite lessons, and favorite characters,” Henderson adds.
Spin Master’s collection of Ms. Rachel toys is available now in the U.S., Canada, UK, Ireland, Australia, and New Zealand markets. The rollout will continue into additional countries later this year.
Bye, bye, friends! We’ll see you again real soon.
Marissa Silva is editor-in-chief of The Toy Insider. With more than a decade of experience in the toy industry, she consistently reports on trends and hot products. She has been featured on Good Morning America, Access Hollywood, Fox and Friends, Fox Business, ABC World News Now, and many more. Follow her on Instagram @thattoygirl.
Ms. Rachel’s toy line expands this year with the Phonics Puzzle, Zoo Finger Puppet Set, and Bean & Potty Play Set. | Source: Spin Master
THE LEARNING LAB: STEAM & MESH
MAGNA-TILES
MAGNA-TILES
Space 32-Piece Set
Ages: 3+ | MSRP: $49.99
This space-themed building set includes a shuttle that doubles as a storage container. It comes with an astronaut figure and new microMAGS pieces.
THAMES & KOSMOS
Robotics Workshop with Micro:Bit
Ages: 8+ | MSRP: $279.95
This kit has everything kids need to build 14 motorized robots with working sensors. Kids can program the robots using the MakeCode platform, Python, and JavaScript.
BASIC FUN!
Care Bears Sweet Serenity Bear
Ages: 4+ | MSRP: $14.99 | Available: Spring 2025
This 14-inch plush combines sensory play with the classic Care Bears design. The plush’s belly badge, paw pads, and ears feature different satisfying textures.
TOP SECRET TOYS
Dissect-It
Ages: 6+ | MSRP: $24.99
Kids can learn about real animals using these pretend dissection kits, which include complete skeletons and organs. Each set includes two refill gel kits.
Source: MAGNA-TILES
FUN IN MOTION TOYS
HyperTiles | Ages: 5+ | MSRP: $24.99
Kids can build structures and designs based on a mathematical shape called a hyperbolic paraboloid using these connectible shapes.
These 8-inch plush characters feature crin kling ears and are ready for on-the-go play.
TOMY INTERNATIONAL
Build-A-Buddy Activity Board
Ages: 18 MOS+ | MSRP: $24.99
Available: Fall 2025
Kids can build two farm scenes using the included drill, which fits inside the playboard
HASBRO
Baby Alive Crawl ‘N Play
Ages: 3+
MSRP: $39.99
These interactive baby dolls crawl and make more than 40 sounds. The dolls also sleep when idle and make drinking sounds when kids feed them with the included sippy cup.
SMARTIVITY
Motor Gadgets
Ages: 6+ | MSRP: $37.99
Using STEM concepts, kids can create more than 10 motor-powered contraptions, including a tornado maker, a bubble machine, and more.
BOOGIE BOARD
Sketch Pals
Fidgety Friends
Ages: 4+ | MSRP: $19.99
Kids can fidget and stimulate themselves using these portable Boogie Boards, which include textured boards and coverings.
JUST PLAY
Knotz | Ages: 8+ | MSRP: $9.99
This collection of surprise toys features 12 animals that kids can bend, knot, and style, including a bunny, a teddy bear, a giraffe, and more.
THE LEARNING LAB
THIN AIR BRANDS
Dr. STEM Electronic ATM Bank
Ages: 5+ | MSRP: $59.99
Kids can learn about money management and banking using this pretend ATM, which can store real money.
LEARNING
RESOURCES
Rechargeable Code & Go Mouse
Activity Set | Ages: 5+
MSRP: $79.99
Kids can learn to code using the robot mouse and the included components to make mazes. This set develops
This magnetic tile set features a pastel color scheme with hues of pink, berry, peach, mint, emerald, lemon, violet, and sapphire. Pieces include a reversible transport base in light grey with real rubber wheels and a variety of shapes, each with Connetix Tiles’ signature bevel.
HAPE
Pixel Piano Ages: 1+ | MSRP: $44.99
This play piano features three play modes, so kids can learn how to identify animals, play music, and develop their fine motor skills.
Kids can learn to create paper airplanes using this kit. It comes with 12 ready-made designs, six for kids to color in and six for kids to design on their own.
CUBORO
Cuboro Junior Marble Run Ages: 3+ | MSRP: $269
Preschoolers can design their own marble run tracks using this collection, which includes starter sets and expansions.
THE LEARNING LAB
GOLIATH
Jelly Blox | Ages: 2+ | MSRP: $14.99-39.99
This sensory construction toy collection features blocks kids can squeeze, stretch, squish, and build with.
THE LEARNING JOURNEY
Techno Trax Space Odyssey Ages: 8+ | MSRP: $45.99
Kids can design their own galactic rollercoasters using this light-up set, which comes with more than 200 parts and a detailed online manual.
JAKKS PACIFIC
Daniel Tiger’s Neighborhood Bungalow Shape Sorter
Ages: 2+ | MSRP: $19.99
This Daniel Tiger playset features a shape sorter, which helps children identify shapes and colors and develop their fine motor skills.
TOYISH LABS
Clixo Family Pack Ages: 4+ | MSRP: $199
The whole family can build using this pack of magnetic pieces, which includes wheels, suction cups, prisms, and more.
MGA ENTERTAINMENT
Wonder Factory Never Dry Dough | Ages: 2+ MSRP: $1.99 | Available: March 2025
This collection of gluten-free dough comes in 2.5-ounce containers and never dries out. Each comes with a 4-in-1 tool so kids can roll, stamp, store, and connect their creations.
GIFTS OF JOY
Daniel Tiger Calming Corner Kit Ages: 3+ | MSRP: $94.99
Kids can create a space to center themselves and destress with this kit, which includes educational posters, a dry-erase board, a floor cushion, fidget toys, and more.
THE LEARNING LAB
HORIZON GROUP USA
BBC Earth Crystal Growing Kit
Ages: 12+ | MSRP: $20.99
Teens can learn about the science of crystals and grow their own with this science kit. U.S. Toy Co. is the exclusive specialty distributor for Horizon Group USA Products in the U.S.
SANTOKI
LEGO Stationery
Creativity Set
Ages: 6+ | MSRP: $24.99
Kids can plan their next LEGO builds using this set, which includes a LEGO gel pen, LEGO markers, a LEGO duck build, and more.
U.S. TOY
Mini Squishy Capybara Tub
Ages: 3+ MSRP: $9.99
This bucket comes with six squishy capybaras with unique personalities that reflect their mood.
KIDS TABLE BOARD GAMING
Maki Master | Ages: 8+ | MSRP: $39
This tabletop game puts preteens to work at a sushi restaurant, where they must compete to make the most valuable orders.
BLUE MARBLE
National Geographic Junior Chemistry Set
Ages: 4+ | MSRP: $24.99
Kids can conduct 50 chemistry experiments using this set and common household items, including growing salt crystals, pouring water down a string, and more.
EDUCATIONAL INSIGHTS
GeoSafari Orbiting Solar System & Projector
Ages: 5+ | MSRP: $39.99
Available: Spring 2025
Kids can explore the solar system with this set, which features a physical model and a projector to display images of stars onto the ceiling.
by SAMANTHA CONNELL, Associate Editor
Digital pets, like Tamagotchi, became the “it” toy in the late 1990s and early ‘00s. Offering the possibility to raise your own character and carry it around with a simple clip to your belt, backpack, or purse, virtual friends doubled as a fashion accessory and desired responsibility.
Decades after the first craze, the demand for digital pets has grown and is prominent, with several companies answering the call.
Major players in the digital pet category include Bandai Namco Toys & Collectibles, Spin Master, Cra-Z-Art, and MGA Entertainment. While products like GigaPets and Tamagotchi have been a staple, other offerings such as Punirunes and Pixel Petz are recent additions to the toy department.
The basic elements of the products remain the same as they did when they were first introduced — kids interact with a small version of a digital character, take care of it through feedings, playtime, and games, and then watch as it grows up and evolves in direct response to the user’s level of attention.
As Jennifer Skewes, Vice President of Activities Marketing at Spin Master, explains, “The pet’s design should also be
intuitive and accessible, with controls and instructions that make it easy to engage with. We also consider extended play value — adding layers of collectability and gamification to ensure kids are engaged and keep coming back, making the pet feel more like a long-term companion than just a short-term novelty.”
RETRO RESPONSIBILITY
Bandai introduced Tamagotchi to the international market in 1996, with a U.S.
release the following year. According to The New York Times, FAO Schwarz sold 30,000 pieces in the first three days on the market, while QVC sold 6,000 in five minutes. Nearly 30 years later, caring for digital friends like Mametchi and Kuchipatchi is still integral to many kids’ and adults’ daily activities, with cross-generational interest fueling new and updated versions of the iconic devices.
Four Tamagotchi devices are currently offered in the U.S. market: the Original Tamagotchi, Tamagotchi Connection (introduced in 2004), Tamagotchi Nano (2018), and Tamagotchi Uni (2023). With each device, kids can feed their character, give it medicine, play games, flush after it uses the bathroom, watch it grow based on how they care for it, and more. The original product runs Generation 3 programming and is frequently released with new shell colors and designs.
“Generational play is important because the parents of today were the ones that played with it the first time, whether it was the Original or the Connection,” says Tara Badie, Marketing Director at Bandai. “And it’s such a fond memory for the parents that they’re passing it on to their younger kids.”
With Tamagotchi Connection, kids
Kids can take care of digital Disney characters such as Stitch with Spin Master’s Bitzee line. | Source: Spin Master.
can make friends, exchange gifts, and play games with others. They can even get married, raise generations of Tamagotchi characters, and create their own digital families with others — without stepping into the large internet landscape. Years later, adults who grew up with the Connection can reenter the space, and parents can provide their kids with similar, safe experiences as Bandai continues to release new versions of the product. Three new Tamagotchi Connection devices — Translucent Pink, Neon Stars, and Sweet Charms — launch this month.
The popularity of digital pets has resulted in fan clubs dedicated to nurturing the devices. Virtual pet Content Creator Julie, known as toloveL on social media, is the Co-Host of the NYC Tamagotchi Club, where players meet up in New York City to discuss their pets and showcase their progress together.
“The meetings feel like a book club, but for virtual pets … people just want to come together and have common interests and share something they’re passionate about with others,” toloveL says. “In the case of nurturing pets, that’s kind of a nice vibe. It’s like an emotional support animal.”
Beyond nostalgia, Bandai has ignited a new passion for Tamagotchi with the advanced technology of Tamagotchi Uni (Unique, United, and Universal). These devices are now fitted with wristbands, a new addition to the Tamagotchi acces-
sory line. Unlike other Tamagotchi products, the Uni devices connect to Wi-Fi, feature the Tamaverse, Tamagotchi’s metaverse, and offer global play.
“Kids are online, and obviously, we want to protect them, and our device allows them to go and see characters. We ensure there’s no actual communication from [the Tamagotchi Uni] so they can be safe,” Badie says. “But they can go in there and see characters from Mexico, Spain, Japan, and Korea, and they see the different languages that are popping up. So, it has this universal global feel. There are more games. They can travel to the Sahara and travel to Venice and travel to all these fun experiences through their characters.”
Tamagotchi Uni has several designs, including Angel Festival, Monster Carnival, and Sanrio. These themed devices include tickets to similarly themed festivals or Sanrio Puroland, where kids can collect treats, find special items, and more with their digital characters.
toloveL adds, “It is such a wonderful feeling right now … specifically, if we’re just talking about the Tamagotchi brand, this is our most exciting moment in 20 years. It really does feel like all of a sudden, it is popping off everywhere.”
As the product line grows, the fandom also expands. Bandai recently dedicated a large space to the brand at New York Comic Con (NYCC).
PIXELATED PLAY
In addition to Tamagotchi, another device favored by ‘90s kids has returned: GigaPets. Parents remember their first experience with CompuKitty, and their interest drove Top Secret Toys to reintroduce the character for its 25th anniversary. The buzz for GigaPets is one reason why Cra-Z-Art recently acquired the Chicago-based company.
Lawrence Rosen, Founder and Chairman of Cra-Z-Art. “Although the gameplay is greatly enhanced, it revolves around the same principles.”
The new CompuKitty GigaPet devices also feature an additional pet, StarCat. Beginners can take care of StarCat, who answers questions about the future, and veteran digital pet owners can give their attention to CompuKitty. The GigaPet line also includes Floppy Frog, Pixie, and Bit Bunnies. Bit Bunnies also include multiple pets, as the baby turns into an adult and has two more babies.
The collection also includes a Pixel Puppy, Cryptids, and an upcoming Troll, so every type of kid has a character they will love.
DIGITAL PETS, PHYSICAL TOUCH
With the new generation of digital pets, companies are breaking the barrier of physical and digital play. Spin Master launched Bitzee in 2023 and produces Punirunes, a toy that Japanese company Takara TOMY brought to market in 2021. Both products focus on physical interaction and tactile play.
“Millennials want to capture the nostalgia of GigaPets, and they again want to experience what they grew up playing with and also want their kids to experience the same play pattern — it’s an emotional response,” says
According to toloveL, these devices have infiltrated the NYC Tamagotchi Club network. “I think that what’s so cool about the virtual pet space as a fandom is that it’s kind of understood that not everybody will be running the same virtual pets at once. Even though we technically call ourselves the NYC Tamagotchi Club, it’s not just Tamagotchi. People will bring Punirunes; they’ll bring GigaPets.”
If kids and collectors want a toy that provides space for more physical actions, they can add Bitzee to the mix. When
Pixel Petz integrate the screen into the dog-based design. Source: MGA Entertainment
Kids can watch as their movements are reflected on the Punirunes screen. | Source: Spin Master
players open Bitzee pods, they’ll see LED tiles flap continuously to create a moving character. Kids can touch, swipe, tap, and even tilt these tiles to interact with their digital friend. Each pod includes numerous characters who can evolve, games, and more.
“Bitzee breaks the digital pet out of the screen as the characters come to life with an innovative, full-color display you can touch, feel, and interact with,” Skewes explains. “There is also an added element of collectability which didn’t exist before — with many characters housed in one toy. Punirunes combines popular elements of caring for a digital pet with an added tactile play — a squishy button — that makes the pet on the screen react as if you’re really touching it.”
Licensed Disney characters, such as Stitch, Minnie Mouse, Bruni, and Flounder, and non-licensed pets, such as a Yeti, Phoenix, Cat, and Bunny, are available. Each one has different personality traits, responses, and styles that help the caretaker establish a real bond — something kids yearn for, and Spin Master knew it could deliver.
“We saw an opportunity to create something that blends the best of nostalgia with technological advancements, offering a more engaging, hands-on experience. Bitzee fills that whitespace by introducing a digital pet that not only responds to touch but also offers a personalized, interactive experience, making it feel like a real
companion,” Skewes says. “It’s designed to captivate today’s tech-savvy generation while honoring the charm of the original digital pet concept.”
MGA Entertainment feeds into the emotional connection and physical play combination with the carrying case of its product, Pixel Petz. These toys are designed to look like digital pets on and off the small screen.
“You have to build that sentimental component,” says Josh Hackbarth, CMO of MGA Entertainment, noting that Pixel Petz’s main screen is the animal’s face while the ears are the two controllers. “The sensor on its head allows you to feel their touch, and then the nose is a button, so you’re interacting physically with your corgi or Dalmatian.”
Each device features more than 100 emotions and 11 personalities and will mimic a user’s tone if they press and hold the nose. The pets will even interact with each other when two devices are near. At the end of playtime each day, kids will have a unique experience that’s different from their siblings or friends — and the special case design will make it feel like they’re still with the digital friend, even when it’s not in use.
“As to toy manufacturers, as [with] entertainment providers, we’re all competing for that kind of mind share with the kids, especially when they have more power than a space shuttle in the ‘80s in their pocket … with something like Pixel Petz, what we try to do is [say] ‘Yes, it’s got technology in it, but it is not a technology device,’” Hackbarth says. “So we try to create that, as I mentioned before, that emotional connection. So you feel like it’s almost like a stuffed animal or something like that, where you have this emotional attachment, and it doesn’t feel like you’re just picking up a phone or a tablet to play a game. You’re more playing with the toy.”
HOLDING SPACE FOR VIRTUAL FRIENDS
Kids, collectors, and adults with a taste for nostalgia are welcoming many people into the digital pet space. In addition to the toy box, digital pets have become trendy in popular culture. Fashion crea-
tors and influencers can use Tamagotchis as Y2K accessories, clipping it to their belts and jeans as users did decades ago.
In season 5 of Schitt’s Creek, which aired in 2019, two siblings rehash their relationship with Tamagotchi, with Alexis Rose stating, “You left me with six of them, David. Taking care of that many is like a full-time job.” David Rose replies, “I left you with six adult Tamagotchis in perfect health! And by the time I came home, they were all dead. You have to, like, actively murder them in order for that to happen!”
Whether someone purchases a digital pet product for themselves, their kid, or as an accessory for their next outfit, the toys are still in style for two main reasons: the desire to nurture and the love of nostalgia.
“Digital pets have a unique appeal that resonates with consumers because they combine elements of play, caretaking, and companionship in a way that feels rewarding and personal,” Skewes adds. “These pets go beyond screen time by allowing kids to build real-life skills like empathy and patience in a fun, low-maintenance way.”
As for the true secret to these pets’ longevity at retail and with players of all ages, Badie may have the answer: “Nurturing never goes out of style.”
Samantha Connell is an Associate Editor for The Toy Book, The Pop Insider, and The Toy Insider. She loves to write, craft, and play with her adorable dog, Willow. She is a Ravenclaw, Star Wars fan (prequels included), and Clemson alumna. She also thinks that she is the favorite aunt.
Tamagotchi Connection — Sweet Charms is one of Bandai’s most recent Tamagotchi products. | Source: Bandai Namco Toys & Collectibles America
CompuKitty returns with an updated GigaPets handheld device. | Source: Cra-Z-Art
INTERNATIONAL INNOVATION
3DOODLER
3Doodler Chef Ages: 14+ MSRP: $99.99
Teens can load the pen with candy capsules to create flavorful and intricate 3D designs. The 3Doodler Chef can create eye-catching decorations with minimal cleanup.
The kit includes more than 120 experiments and activities featuring electronics and circuits. Kids can explore STEM concepts by creating light shows, flying a copter, projecting images, and more.
Kids can create roads, raceways, roller coasters, and more with this magnetic tile set. Compatible with Connetix sets, this pack features black arches, intersections, ramps, and quarter circles.
PMI KIDS’ WORLD
Booksy PAW Patrol Single Dome Ages: 3+ | MSRP: $7.97
Each heroic pup figure includes a tiny book filled with fun stories and valuable life lessons. Kids can collect them all to explore each pup’s unique story and personality.
This toy, inspired by the viral hit Skibidi Toilet, features a telescoping pop-up head flled with collectible mystery surprises. The toilet also features a try-me fushing sound.
MERCHANT AMBASSADOR
Electronic Arcade Strongman
Ages: 6+
MSRP: $54.99
Kids can test their strength and accuracy with this home-sized carnival game, which features four dynamic play modes, background music, sound efects, and a bright LED scoreboard.
MGA ENTERTAINMENT
MGA’s Miniverse – Make It Mini Makeup | Ages: 8+ | MSRP: $9.99
Kids can create and apply miniature makeup products, including lip stains, eyeshadows, and more. Each capsule doubles as a vanity rack and includes a shelf for storage.
ABACUS BRANDS
Cold Case VR | Ages: 14+ | MSRP: $39.99
Players work together in the virtual world to catch the elusive killer. With the 50-piece evidence box, detectives can examine crime scenes, look for clues, and hack security footage.
LITTLE TIKES
Little Tikes Creative Construction Power Cuts Set Ages: 3+ | MSRP: $24.99
The nine-piece construction set features building tools and materials, including foam wood pieces, safety goggles, measuring tape, a power circular saw, a claw hammer, and more.
INTERNATIONAL INNOVATION
SUPER IMPULSE
World’s Smallest Electric Football Game Ages: 8+
MSRP: $9.99-11.99
America’s pastime favorite becomes pocket-sized in this tabletop game. Players can compete to get their team toward the end zone.
Kids can layer, load, and squish Kinetic Sand on a moving play space. The playset includes three colorful sands, a stamper tool, three stamper heads, and a crinkle cutter.
The Sanrio-themed claw machine includes eight colorful capsules flled with fan-favorite fgures, like Hello Kitty, Kuromi, Pompompurin, My Melody, and more.
SKYROCKET
INTERNATIONAL INNOVATION
SMARTIVITY
Mini Golf | Ages: 6+ | MSRP: $24.99
In this tabletop mini-golf game, players put balls into holes to collect Flag points and hit the ‘Tree Poppers’ to make them fy.
THEORY11
Harry Potter — Hogwarts Castle Jigsaw Puzzle | Ages: 14+ | MSRP: $19.95
BUMPAS
Mushies Stretch and Pop Ages: 3+ | MSRP: $19.99
The plush’s extendable and retractable limbs stretch up to 18 inches long. Kids can wear their friends on the go with the Velcro straps on the Mushies’ hands and feet.
This reusable drawing tablet is mess-free, screen-free, and glows in the dark. Kids can reveal their creations at night by lighting them with the Magic Light Pen.
HAND2MIND
Feelings Family Introductory Storybook and Plush Ages: 3+ | MSRP: $39.99
Kids can experience the feelings of Isabella’s typical day at school with the 36-page storybook and mini-plush versions of the fve core emotions.
The 1000-piece puzzle features a high-detail illustration of the Hogwarts Castle. Once complete, the puzzle ofers an interactive, multidimensional online experience.
INTERNATIONAL INNOVATION
TOMY
DŌTEKI Dynamic Battle System | Ages: 8+
MSRP: $6.99-24.99 | Available: Fall 2025
Players can adapt, strategize, and triumph with a battle system that transforms with every move. The competitive game features high-intensity battles, training sets, and multiplayer packs.
LUKI LAB
Pets 2 Love
Ages: 5+ | MSRP: $10.99
These on-the-go pets pop out of their heart-shaped purses with the press of a button. Kids can walk their companions with the purse strap that doubles as a leash.
FUN IN MOTION TOYS
Nockles | Ages: 5+ | MSRP: $5-25
Nockles are soft, bendable, and connectable fdget toys that snap together and form shapes with three possible positions.
LEARNING RESOURCES
Scramboozle! Puzzle Ball
Ages: 6+ | MSRP: $9.99
Players solve the mind-bending challenges by twisting and turning the top to roll the
THE LEARNING JOURNEY
Techno Trax Galactic Adventure
Ages: 8+ | MSRP: $79.99
This STEM set replicates a real-life coaster and places it in outer space. The motorized chain has sound efects and automatically returns the shuttle to the top of the track.
PAINTABLE PICTURES
Paint Your Photo — Portraits Edition
Ages: 9+ | MSRP: $40
Paint Your Photo can turn any picture into a paint-by-number design. Kids can print the design from their devices and complete the painting with the kit’s numbered paints.
ZIPSTRING
ZipString Luma
Ages: 4+ | MSRP: $29.99
Kids can perform amazing tricks with this glow-in-the-dark toy. The looped string soars in the air using gravity, tension, lift, and drag.
Featured on ABC’s Shark Tank, ZipString has become a viral hit with millions of video views across TikTok, Instagram, and YouTube.
SKY CASTLE TOYS
Sticki Rolls: The Sticki Book
Ages: 5+ | MSRP: $14.99
Every bracelet includes a roll of 10 holographic mini stickers to pull, tear, and share. The set includes 120 stickers, a bracelet, and a 50-page activity book.
INTERNATIONAL INNOVATION
MAGNA-TILES
microMAGS 70-Piece
Deluxe Set | Ages: 3+
MSRP: $49.99
Preschoolers can create beyond the playroom with tiles that are ¼ the size of standard MAGNA-TILES pieces. The tiles are suitable to play with on their own and compatible with existing MAGNA-TILES products.
GOLIATH
Power Saber | Ages: 6+ | MSRP: $59.99
The auto-extending and retracting saber features motion-based sound efects, fash-on clash, and an in-hilt LED. Kids can display their sabers on the stand or carry them with the belt clip.
TOYISH LABS
Clixo Tropical Birds
Pack
Ages: 6+
MSRP: $39.99
Kids can create tropical birds using the kit’s fexible magnetic pieces. The 22-piece pack features specially designed wings, feathers, and beaks in a variety of colors and patterns.
EDUCATIONAL INSIGHTS
Kanoodle SudoQube | Ages: 7+
MSRP: $14.99 | Available: Spring 2025
Kanoodle combines with Sudoku to create a colorful cube-flled brainteaser. Players win by arranging pieces into a square without repeating any colors horizontally or vertically.
The G1 Optimus Prime action fgure brings Autobot action to playtime with 45 moveable
TREE TOWN TOYS
Art Café Latte-Inspired Painting Set
Ages: 8+ | MSRP: $15.99
The set uses the pour-and-pull technique to create latte-inspired art. With the three colorful paint bottles, kids can create four unique paintings.
KIDDY CRAWLER
CRAWLIGATOR
Ages: 4 MOS+ | MSRP: $89.99
Babies rest their tummies on this alligator-themed toy to move around in a crawling motion. This baby ride-on promotes infant development and encourages vital motor skills.
Kids can watch the black liquid Venomize Spider-Man by pressing the arm. Once released, the liquid recedes and the fgure turns back into Spider-Man.
DIGITAL PLAYGROUND
MERCHANT AMBASSADOR
Pac-Man Arcade Pro Pinball | Ages: 6+ | MSRP: $139.99
This Pac-Man-inspired pinball machine has all the excitement of the arcade and is ready to play at home. It features working bumpers, has Pac-Man music, and keeps track of scores to keep the competition going.
MGA ENTERTAINMENT
Finders Creepers from Micro Games of America Ages: 8+ | MSRP: $24.99
This family-friendly tabletop board game is the first in MGA’s App-Vanced lineup. It includes a physical board and a virtual element so families can hunt monsters around their homes.
ABACUS BRANDS
HoloToyz PAW Patrol AR Stickers Ages: 3+ | MSRP: $7.99
These stickers come to life in augmented reality (AR) when scanned with the free HoloToyz App. There is also a camera feature where kids can pose with Spin Master’s PAW Patrol pups.
TREFL S.A.
Spy Guy Hidden Objects Deluxe Edition
Ages: Rated E for Everyone | MSRP: $8.99
Gamers take on the role of Spy Guy and attempt to beat 120 secret-filled levels in this hand-drawn Nintendo Switch Game inspired by the physical board game.
SUPER IMPULSE
World’s Smallest GigaPets
Ages: 5+ | MSRP: $9.99
Kids can adopt CompuKitty or Pixel Puppy and unlock the World’s Smallest GigaPet for an on-the-go virtual friend that offers endless gameplay and companionship.
TOMY GAMES
Human Controller
Ages: 14+ | MSRP: $29.99
Players take turns wearing a VR blindfold while receiving app-powered prompts to do silly challenges with other players and objects in the room. Thirty party games are included.
GOLDEN BEAR TOYS
Soccer Dash | Ages: 6+
MSRP: $49.99 | Available: 2025
EDUCATIONAL INSIGHTS
Wheel of Fortune Electronic Game
Ages: 8+ | MSRP: $24.99
Available: Spring 2025
One of the most well-known game shows is reimagined as an electronic hand-held game featuring two modes and 300 puzzles.
Kids can play soccer at their level with this AI-powered reaction-based training game. It combines smart technology with athletic skills to keep kids active and challenged.
SPIN MASTER
Rubik’s ConnectedX Cube Ages: 8+ | MSRP: $39.99
This classic Rubik’s Cube features Bluetooth connectivity that tracks a player’s twists and turns with a compatible smart device. Budding Cubers can also unlock mini-games, helpful hints, and more.
by Ashley Pelletier, Assistant Editor
Anew set of wheels is headed to the U.S. market. Spinnovation is a Dubai-based company that focuses on bicycles and scooters. First launched in 2009, the company is already a big name in the MENA market, with popular licenses including Marvel, Nickelodeon, and Disney. However, its original products have also been a massive success. Now, the company is looking to expand into the Americas.
“We were extremely successful in creating a moat,” says Rajeev Bhatia, Managing Director at Spinnovation. “If you came to the Middle East, you would not find anybody else’s product. There are established vendors from the west who were here before we were, and eventually, they lost their shelf space because we got really good at what we do.”
Since the company’s pop culture licensing deals don’t extend to the North American market, Spinnovation is focusing on launching its Lit collection as it plans to expand into the U.S. Lit is a lineup of scooters and bicycles that light up, as the name suggests. However, instead of standard LEDs, these rides feature what Spinnovation calls “lava technology,” which features seamlessly flowing light-up colors.
“It’s attractive; you can see it from afar,” Bhatia says. “The branding’s very simple ‘Lit,’ means just that — it’s lit. The lingo is very aligned with kids and it’s bold; it’s in your face. There’s not too much clutter on the packaging, and it’s a simple item. It’s just a light-up scooter, but the lights are better, and that’s it.”
Spinnovation first previewed its products in the U.S. at last year’s LA Fall Toy Previews.
“We chose the September fair because Lit had reached a maturity level where the packaging was beautiful; we’d tested it out across the Middle East and Africa,” Bhatia explains. “It’s a number one item at Toys ‘R’ Us in the Middle East, and it’s currently sold out at Makro, Walmart’s partner in South Africa. It’s been tremendously successful, and we are confident that our range of products will do well regardless of the geography.”
There’s inherent risk when jumping into any new market, but Spinnovation was welcomed to the City of Angels with open arms. Now, the company has inked rep agreements for countries in both North and South America.
“We weren’t disappointed,” Bhatia adds. “We had a fantastic turnout. I had the good fortune of having friends who introduced me to at least 50 customers. I had one of the best shows that I could ever imagine because we covered nearly the entire North and South American continents.”
SUSTAINABLE & EC0-FRIENDLY
PLAYMOBIL
KIDS TABLE BOARD GAMING
Café Baras
Ages: 8+ | MSRP: $20
In this cozy board game, tweens design a business plan for a café as a capybara with big dreams and a love for coffee. This card drafting, tableau-building game was developed by the creative team behind the critter classics Creature Comforts and Maple Valley. Source:
RICO USA
Silvestro Ukulele
Ages: 5+ | MSRP: $89.99
Made with recyclable sugar cane strings and 96% recycled cardboard, “the world’s first cardboard ukulele” delivers a unique sound and weighs one-and-a-half pounds.
Playmobil Junior Disney Moana’s Boat
Ages: 1+ | MSRP: $24.99
Made of 90% plant-based materials and packaged with 90% recycled cardboard and 100% recycled paper, toddlers can set sail on land or in the bathtub with Moana and Hei Hei.
SMARTIVTY
Mech Miracle | Ages: 6+ | MSRP: $19.99
Kids can build two mechanical STEM toys — a unicorn with flapping wings and a crocodile with chomping jaws — with pieces laser-cut from sustainable wood.
RED TOOLBOX
Stanley Jr. Kids’ Outdoors Adventure Set Ages: 5+ | MSRP: $49.99
Kids can explore the backyard for hours of imaginative adventures with this set, which includes a sun protection hat, binoculars, a magnifying glass, and a compass.
LEARNING RESOURCES
Seymour the Counting Shapes Sea Turtle Ages: 1+ | MSRP: $15.99 | Available: Spring 2025
Plug baby sea turtles into Seymour’s shell to learn shapes and counting, develop fine motor skills, and understand the natural world with earth-friendly, recycled materials.
HASBRO
Life in Reterra: A Community Building Game
Ages: 10+
MSRP: $29.99
Set in the future, this board game asks players to design a new way of life and reconstruct society by using ready-toplay building sets and tiles.
THE LEARNING JOURNEY
My First Lift & Learn Puzzle — Arctic Ages: 2+ | MSRP: $12.99
This Arctic puzzle features a snowy scene and pieces that are easy for small hands to maneuver. Toddlers are encouraged to develop skills and learn about Arctic wildlife.
THIN AIR BRANDS
Dr. STEM Insect Explorer Collect & Study Activity Kit
Ages: 5+ | MSRP: $29.99 | Available: Spring 2025
Kids can examine and study insects up close with this allin-one kit. It includes a Bug Vacuum for up-close learning and a book with indoor activities for rainy days.
#SnoopDoop? Actor Eric Finch shows off Learning Resources’ Scramboozle
Source: The Toy Insider
TRADE SHOW EVENTS: SHOULD I STAY OR SHOULD I GO?
If You Go It Won’t Be
Trouble
by SCOTT GOLDBERG, Executive Vice President & Managing Director, Carve Communications
Trade shows, industry events, and media showcases are still very much a thing. Many have even seen significant year-over-year attendance increases in recent years.
The truth is that industry events and trade shows like Toy Fair New York, CES, Gen Con, and others still have a purpose. The same goes for media and influencer events like The Toy Insider’s Sweet Suite and Holiday of Play, Pepcom, Showstoppers, and Carve-X.
MORE BANG, FEWER BUCKS
Therefore, the question to ask yourself and your team shouldn’t be whether or not you need to participate in these events, but how do you maximize the opportunity? How do you do more for less? How do you get more for your money? How do you get more juice from the squeeze?
We’ve seen it all over the years, from big, bold, million-dollar booths with more than 100 staffers to six-figure one-hour celebrity appearances and even acrobats suspended from the ceiling to in-booth press conferences and simple branded swag or snacks. Here’s the issue: in the case of the million-dollar booth and celebrity appearance, those in attendance had no clue what the company was about, what product they were promoting, or, simply put, what they were trying to sell.
In the live event space, it’s not about how much you spend. You don’t need the
largest booth or to be the biggest sponsor to break through the clutter and noise and be successful. But you do need to be intentional — both with your audience and your product and/or brand message — and stay within your budget and execute flawlessly.
CONSIDER
THE FOLLOWING
1. Intention: Who’s the audience you are trying to reach? And what is your story/narrative?
2. Budget: Remember, you don’t need to spend the most to win, but you do need to stick to your budget.
3. Success: What does success look like? Examples could be appointments, on-site sales, traffic to your booth, or media coverage.
Based on the answers to the questions above, you should be in a good position to develop a plan. That could be anything from a “media stunt” or influencer contest at your booth to one of my favorites: the #SnoopDoop we executed earlier this year at Holiday of Play featuring the best Snoop Dogg celebrity doppelgänger you’ve ever seen! Why was it such a success? The activation came in just under budget, the booth was packed from start to finish, and the buzz about whether or not he was the real Snoop Dogg is still going on months later.
It all comes down to understanding how to capture your audience’s attention best and then how to maintain or maximize that attention to further your
success at the show. For example, if you want media coverage, create an activation that will stop reporters in their tracks and make them come over to say, “What’s that?” or “Can I take a picture?”
If you’re looking to book on-site sales, consider what incentives you can offer the show attendees, such as an exciting giveaway (more than just free product samples) or buyer discounts for bigger orders. For influencers, the tried and true approach is to create something super shareable and worthy of social media posts while making your brand handle and hashtags obvious, memorable, and easy to include.
The goal here was to give you the answers you need and the necessary tools to execute your next show as successfully as possible with your team. This brings us to the final question(s) to ask yourself and your team: Based on the initiative you created, do you have the right team in place that knows how to execute and has the proven track record to do so? If not, do you know someone in your network who can?
As EVP and Managing Director of Carve Communications, Scott Goldberg leads a sought-after team of marketing professionals. His expertise spans media and advocate relations, event execution, product launches, and more. His portfolio includes campaigns for Hasbro, McDonald’s, Upper Deck, Victrola, Educational Insights, and others.
SPECIALTY RETAIL AND THE GLOBAL TOY COMMUNITY
What’s in it for me?
by SUE WARFIELD, President, American Specialty Toy Retailing Association (ASTRA)
Thousands of toy industry professionals from all over the world will gather in Nuremberg, Germany, for Spielwarenmesse, and the American Specialty Toy Retailing Association (ASTRA) will once again join the fun.
Whether you are a U.S. toy professional considering attending more international shows or an international toy professional looking at toy shows in North America, these key events offer many benefits and learning opportunities.
In addition to Spielwarenmesse, ASTRA attends ToyFest, Toy Fair New York, and the North East Toy Show (NETS) in meaningful ways. While many of the companies that exhibit at these venues are international, they focus on what they can offer the U.S. market to appeal to U.S. buyers. Attending international toy and gift shows can help specialty retailers, reps, and manufacturers gain new perspectives on the business of play and trigger new ideas to build their business.
ASTRA’s Marketplace & Academy welcomes international companies year after year. The event is the perfect venue for global manufacturers to get acquainted with the U.S. specialty market. Plus, our second-annual Toy Boat experience also highlights some of these vendors. With so many options on the homefront, why pay attention to shows outside the U.S.?
Through our partnership with Spielwarenmesse, ASTRA members receive free tickets to the German toy and game fair. But many retailers question, “Why should I go if many of the products are unavailable in the U.S?”
Many overseas companies view the U.S. as the prime market for expanding their brand, using other companies that have successfully broken into North
America as their guiding light.
Hape, Schleich, and Djeco, are just a few of these success stories.
U.S. retailers attending international shows can influence companies they believe would do well with their customers.
For international manufacturers that already have a presence in the U.S., Spielwarenmesse and other shows offer a chance to connect with retailers to gain insights on which products from their full lines would be welcomed in the market.
As many trends in Europe become trends in the U.S., seeing what is offered globally can help U.S. retailers influence future product offerings.
Since the global marketplace offers alternatives to the mainline toys and games frequently seen throughout North America, specialty retailers have the chance to do what they do best: stock new and unique products.
Take Tonies, for example. Years ago, the company joined ASTRA at Spielwarenmesse and began selling its audio players and figures in specialty stores before entering the mass market.
The benefits of overseas shows aren’t just applicable to retailers. American manufacturers who attend Spielwarenmesse can access the European market to broaden their consumer base and build their brands abroad.
Thanks to modern technology, the world is truly an open marketplace, and consumers from every corner are on the hunt for new toys, the latest trends, and fun products.
Learning from others, networking, and discovering new markets is truly a global opportunity offered by Spielwarenmesse and other toy trade shows.
Working with toy companies worldwide to ensure that toys are well-made, safe, and age-appropriate benefits us all. Let’s launch a global initiative to promote the importance of quality playthings, and we will reap the benefits for generations to come.
Sue Warfield, President of the American Specialty Toy Retailing Association (ASTRA), has more than 30 years of experience working in the toy industry, including owning a retail store, being a sales representative, and working alongside her husband at a manufacturing business.
The Carrera booth at Spielwarenmesse 2024 | Source: Alex Schelbert/Spielwarenmesse eG
NEXT STOP: 2025
Is your Digital Product Passport ready?
by TODD MERTON, Head of Business Development, Ethical Supply Chain Program
Halfway through 2024, the European Commission introduced legislation that set new transparency requirements for consumer goods. The framework legislation, titled “Ecodesign for Sustainable Products Regulation” (ESPR), required significant improvements to the circularity, performance, and makeup of products placed on the EU market.
In addition to demanding more sustainable credentials, the ESPR also introduced a Digital Product Passport (DPP) requirement. A DPP is a virtual identity card for products, components, and materials. The card will store relevant information to support products’ sustainability, promote circularity, and strengthen legal compliance.
The DPP will serve as a digital record containing comprehensive information about a product and its entire value chain. This includes everything from the product’s origin and the materials used to its environmental impact and recommended disposal methods.
THE IMPACT ON YOUR BUSINESS
Companies aiming to sell their products in the EU market must build circularity and sustainability into their product development cycle. This means ensuring visibility over the entire product journey, from the origin of the material to the labor standards of the factory it was produced.
GETTING STARTED
Developing and implementing a new system for transparency may seem daunting, especially when your product range is vast and the supply chain is
far-reaching. However, it does not need to be. The Ethical Supply Chain Program (ESCP) suggests a three-fold approach.
Firstly, companies should assess the available data, understand what is missing, and identify areas that may require further analysis or information sourcing.
Next, engage your suppliers. Speak with them and find out what information they already have and what they can share about their extended supply chain. Be clear in letting your suppliers know what information and measures you will need from them to deliver on the DPP. You will need to confirm they can supply the information you require. If any cannot, you should consider sourcing from suppliers with a verifiable record of transparency and willingness to work with their customers on compliance requirements proactively.
Finally, build your own data systems or work with third-party organizations that already have these systems in place. The DPP is not as simple as generating a QR code, and the guidelines are clear. The information contained should be authentic, reliable, and verified. Getting this right from the start will enable regulatory compliance and help you deliver trusted sustainability messaging, providing an excellent opportunity to engage directly with your consumers.
ENSURING COMPLIANCE
DPPs were implemented last year, and further enforcement is expected in 2026. They require companies to review their practices and future-proof any product development. DPPs present a great opportunity for the future of supply chain transparency and direct consumer
engagement. It is recommended that businesses work with expert third-party organizations to ensure they are ready for the world of DPP and can easily maintain compliance in the future.
AVAILABLE RESOURCES
Information about the ESPR and DPP is becoming more widely available. Working with expert organizations is essential in understanding the impact of this new legislation on your business. ESCP is a non-profit organization working with thousands of international buyers, suppliers, and businesses with the common interest of transparency. ESCP is committed to bringing its community together, with a number of events, working groups, and regular information sharing planned for 2025, ensuring its members are prepared for the future.
In addition to ESCP’s member network and events, consider using the supplier sourcing tool: Connect. Connect is ESCP’s database of ethically certified suppliers located globally and in many product categories.
Contact us today to learn more about our community and the solutions available to prepare your business for future legislative changes. For more info, email: membership@ethicalsupplychain.org
Todd
Based in the U.S., he has worked with ESCP for more than three years and is responsible for strengthening relationships with existing program members and securing new partnerships in the global manufacturing industry.
Merton is the Head of Business Development at the Ethical Supply Chain Program (ESCP).
DEMYSTIFYING THE MYTHS OF THE NDA
No matter what you’ve heard, one size does NOT fit all.
by
STEPHANIE
POTTICK, ESQ., Pottick Law PC & Protect For Success
You’ve created the next big thing and want to pitch and license it to a company. You may be wondering how to make that happen, but soon you find amazing pitch opportunities through The Toy Association, People of Play, Mojo Nation, or Women in Toys, Licensing & Entertainment’s Empowerment Day.
I can almost guarantee you one of the first things they’ll ask you to do is sign a non-disclosure agreement (NDA). You think, “Hey, no big deal; the NDA will protect my idea and prevent someone from stealing it.” But think again.
Most of you have probably signed an NDA before — the question is whether you actually read and understood it before you signed.
Here’s the truth: It doesn’t matter what a contract is called … it matters what it says.
If you can draft and use your own NDA (preferably through an experienced lawyer), you have more control to ensure it says that the person or company looking at your idea cannot use it without your permission.
But those NDAs generated by the bigger companies generally state the exact opposite: that they may already be working on a similar idea and that you can’t expect any real protection.
Yup, you read that right. That means if you show a company your idea and something similar shows up on a shelf a year later made by that company, there’s not much you can do.
Here are some things to look out for in NDAs:
• Are the listed parties correct? If you have a company, then your company should probably be the party on the contract.
• What is covered under “Confidential Information”? Read the definition carefully. Does it include your
proprietary ideas?
• What can the recipient of your ideas do with them? Do they need permission to use them? What happens if they use your ideas without permission?
• Are you keeping ownership of your ideas in the NDA?
• Is there a provision that says the obligations are binding?
• Which laws apply? Is it under a state’s law in the U.S., or does another country’s law apply? That might make a difference in how you want to proceed.
Signing any agreement is a business decision. It’s essential to understand what you’re signing before you sign it. Sometimes, the terms are “take it or leave it,” but sometimes, you can negotiate. So, why not try to negotiate first? After all, the goal is to work together on terms that work for you, too.
I’d love to hear your NDA stories. Rooting for your success! Stay safe and stay legal!
*Disclaimer: This article is for informational purposes and not intended as legal advice. Don’t rely on anything without doing your due diligence first.
Stephanie Pottick is a U.S. attorney and course creator who used to work in the toy industry on the business side in product creation, protection, and licensing and understands both the business and legal perspectives. Pottick’s passion is to educate creators so they can protect, launch, and license with confidence.
E-mail her at contact@protectforsuccess.com.
1. WHICH OF THESE INTERNATIONAL TOY FAIRS IS THE LARGEST?
A. SPIELWARENMESSE
B. HONG KONG TOYS & GAMES FAIR
C. TOY FAIR NEW YORK
D. THE TOY FAIR, LONDON
2. WHICH COMPANY IS THE LARGEST TOY DISTRIBUTOR IN THE WORLD?
Play is universal — and, as we’ve learned, so are toy fairs! Whether this is your first, third, or sixth international event of 2025, test your knowledge of the international toy market with some playful trivia from your friends at The Toy Book.
3. WHICH PLAYFUL BRAND EMBODIES THE JOY AND INNOVATION OF THE LATE MEXICAN ARTIST AND ENTREPRENEUR AMPARO “AMPARÍN” SERRANO?
4. HOW MANY COUNTRIES SELL LEGO, ONE OF THE TOP-RANKING TOYS IN THE WORLD?
A. MORE THAN 70
B. MORE THAN 100
C. MORE THAN 130
D. MORE THAN 160
5. PLAY IS HOW KIDS LEARN. WHICH EDUCATIONAL TOY COMPANY NOT ONLY MAKES OUTSTANDING PLAYTHINGS, BUT ALSO HAS BUILT THREE SCHOOLS IN RURAL CHINA?
7. WHICH OF THESE TOY COMPANIES IS INCORRECTLY MATCHED WITH ITS HOME COUNTRY:
A. ADDO PLAY — THE UK
B. SPIN MASTER — CANADA
C. ZURU — JAPAN
D. PLAYMOBIL — GERMANY
E. FUNSKOOL — INDIA
8. WHICH AUSTRALIAN COMPANY CREATED THE GAME-CHANGING SHOPKINS BRAND IN 2014?
6. WHICH TITLE WAS THE MOST POPULAR VIDEO GAME IN THE WORLD IN 2024?
9. WHICH OF THESE BRANDS IS NOT PART OF TOMY’S PORTFOLIO?
A. BUILD-A-BUDDY
B. SPIROGRAPH
C. JOHN DEERE KIDS
D. TOOMIES
E. LAMAZE
McDonald’s
Distroller
More than 130
Hape
Minecraft 7. C. ZURU’s home country is New Zealand
Moose Toys 9. B. Spirograph
Familiar Hasbro characters at Spielwarenmesse 2024 Source: Alex Schelbert / Spielwarenmesse eG
From The Toy Book Archives: 1985
ROBO
FORCE CONQUEST DESTROYER VEHICLE (IDEAL/CBS TOYS)
Nazgar the Tyrant’s battle station has a Tri-Point Suspension System, two Turbo-Spin rocket pods with thumbwheel-powered spinning turbines, and a 360-degree swiveling track-mounted missile system. Take on Max Steele and the Robo Force with this action-packed vehicle!
LIL’ PLAYMATES SPACE STATION PLAY SET (PLAYMATES TOYS)
With an interactive space station, lunar rovers, and an alien spaceship, this playset promises many hours of adventure for young space enthusiasts and explorers.
LEGO DUPLO BASIC BUILDING SET (LEGO)
You can build anything you can imagine with this 53-piece set! It comes with four people figures, eye pieces, and working car pieces.
SUPER VISION (TOMY)
With this fun and educational handheld toy, kids can view scenes such as the inside of a circus tent and explore the world with a twist of the knob. Look around with the periscope and find hidden objects.
CABBAGE PATCH TWINS (COLECO)
These dolls, with their matching yarn hair and bows, intricately detailed dresses, and white Mary Jane shoes, will make you feel like you’re seeing double.
ALL TERRAIN VEHICLE (ATV) (BUDDY L)
This six-wheeled vehicle features an opening tinted canopy and safety bumpers on both the front and rear, making it a breeze to cover all kinds of terrain.
