The Toy Book - December 2023

THE 2023 INNOVATION & STEAM ISSUE

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VOLUME 39, NO. 6

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THE 2023 INNOVATION & STEAM ISSUE

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VOLUME 39, NO. 6

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DECEMBER 2023

IN THIS ISSUE Volume 39, No. 6 — Published by Adventure Media & Events LLC

CEO Laurie Schacht laurie@toybook.com Vice President & Group Publisher Jackie Breyer jackie@toybook.com Editor-in-Chief James Zahn james@toybook.com Senior Editors Ali Mierzejewski ali@toybook.com Marissa Silva marissa@toybook.com Nadia Velit nadia@toybook.com Assistant Editors Samantha Connell samantha@toybook.com Ashley Pelletier ashley@toybook.com Social Media Editor Nicole Savas nicole@toybook.com Editorial Assistants Madison Patterson madison@toybook.com Kit Schroder kit@toybook.com

This kid and his toys are not real — they are the output of generative AI — but no humans were harmed or replaced in the making of this issue. Source: stock.adobe.com

News Writer Bug Hartsock

THE INNOVATION & STEAM ISSUE

Interns Taylor Battle Maggie Dougherty Val Kluge

Departments

Features

Showcases

9 | From the Editor

26 | AI Rising Move Over M3GAN: Artificial Intelligence Infiltrates the Toy Department

18 | Stock This!

A curated assortment of new toys and games hitting retail.

Art Director Joe Ibraham joe@toybook.com

10 | Industry Update 12 | Toy Association Update 14 | ASTRA’s Insights 16 | Stat Shot 30 | Raising the Bar: Is AI Your Friend or Foe? 42 | WiT Stories: Simplicity in Innovation 43 | Giving Back: Ty Inc. 57 | New In Town: Droyd 64 | Pop Quiz

32 | Full STEAM Ahead A Deep Dive into the Category Shows Why STEAM is for Everyone

59 | Sustainable & Eco-Friendly It’s easy to go green with these new products.

44 | Have you heard about MESH?.

A New Movement Seeks to Foster Resilience Through Play 52 | Cultivating Toy Sales The Farm & Ranch Retail Channel Outpaces the Industry 58 | Idea to Innovation An Inventor’s Idea Meets VTech’s Product Development Expertise 62 | Backstory: RoseArt A Rosy Century of Cra-Z Resilience

66 | Flashback On the cover: The use of generative AI in the creative industries remains a hot button issue. In keeping with the theme of this issue, our editorial cover features a frazzled robot created using generative AI sourced from Adobe Stock. Generative AI images sourced from Adobe Stock are used throughout this issue (including above this text) to illustrate just how quickly the technology has evolved.

Junior Designer Elena Sorce elena@toybook.com Business Operations Manager Bill Reese bill@toybook.com Executive Director of Sales & Marketing James Devin jd@toybook.com Sr. Sales & Marketing Executive Stephanie Infantino stephanie@toybook.com Sales & Marketing Executive Thomas Stephen Jr. thomas@toybook.com Controller/Office Manager Lori Rubin lrubin@adventurepub.com

The Toy Book Volume 39, No. 6. THE TOY BOOK (ISSN-0885-3991) is published bi-monthly by Adventure Media & Events LLC. Editorial and advertising offices are located at 307 Seventh Ave., Room 501, New York, NY 10001, Phone (212) 575-4510. Periodicals Postage paid at New York and additional mailing offices. Copyright © 2023 Adventure Media & Events. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in USA. Subscription rates: $48 one year, foreign $200. The Toy Book is a trademark of Adventure Media & Events LLC. Registered in the U.S. Patent & Trademark Office. Postmaster: Send address changes to: Toy Book, c/o Adventure Media & Events, 307 Seventh Ave., Room 501, New York, NY 10001 or e-mail bill@toybook.com. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of the management of The Toy Book.

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FROM THE EDITOR

Created using generative AI. | Source: stock.adobe.com

RISE OF THE MACHINES Artificial intelligence (AI) infiltrates the toy department as the entire industry grapples with a new evolution of play.

by JAMES ZAHN, Editor-in-Chief

T

he toy industry is at a turning point on the verge of a new frontier that continues evolving by the day.

For decades, members of the toy industry have struggled with the onset and adoption of new technologies despite working in a business fueled by constant innovation. A look through The Toy Book archives spanning nearly four decades reveals countless products that were once on the cutting edge of technology — many of which worked, and quite a few that missed the mark.

At times, technology and the evolution of play has been a contentious topic, perhaps most notably with the rise of the video game industry. Once considered to be competitive with toys in vying for consumer attention, time, and money, video games — across console, PC, and mobile — are now embraced as complementary to toys. Just as Hollywood churns out new movies and TV series that are rooted in franchise-level intellectual property (IP), the video game industry does the same, inspiring new products and projects across toys, games, publishing, and entertainment that keep the wheels spinning for new licensing opportunities that transcend different mediums.

Now, following years of app-enabled, Bluetooth- and wi-fi-connected “smart toys” that have seen varying degrees of

success by leveraging virtual and augmented reality (VR and AR), artificial intelligence (AI) is a buzzy acronym that popped up all over Toy Fair this fall.

The concept of AI has been around since the 1950s, but only now has it evolved into usable forms that are emerging in the toy department. In “AI Rising” (page 26), Senior Editor Nadia Velit explores the latest developments in this space and the companies that are pioneering its use in play.

STEAM, MESH, & INNOVATION Speaking of buzzy acronyms, STEAM (science, technology, engineering, art, and math) has a new companion in MESH (mental, emotional, social health). On page 32 we delve into what’s moving the needle in STEAM while ThinkFun’s Rachele Harmuth checks in for a recap of the first year of the MESH movement (page 44).

In our latest “New in Town” (page 57) Assistant Editor Samantha Connell looks at how Droyd is turning heads and inspiring kids to play outside by introducing a fleet of innovative electric bikes and rideables infused with industry-leading safety features and parental controls.

This month’s Backstory (page 62) pays tribute to RoseArt as Editorial Assistant Madison Patterson explores a century of innovation and what lies ahead.

WHAT’S IN STORE FOR ‘24 As this issue lands, our team is already hard at work on the 2024 edition of The BIG Toy Book — our annual February issue that members of the industry cherish as a reference guide for the year ahead.

While there is no Toy Fair in February, as the past three years have proven, the release of The BIG Toy Book is an event that stands on its own, with or without a trade show. And in 2024, we’re taking it to a whole new level!

The BIG Toy Book kicks off our 40th volume as a collectible, commemorative issue that you’ll want to be a part of — so get in touch if you haven’t already! Our content schedule is shaping up to be one for the record books, reaffirming The Toy Book’s position as North America’s leading trade publication serving the toy industry. We wish you a successful holiday season and a playful new year!  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.

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INDUSTRY UPDATE

Toys “R” Us at Mall of America | Source: WHP Global

TOYS ‘R’ US OPENS FLAGSHIP AT MALL OF AMERICA Geoffrey the Giraffe is delighting families at the largest shopping and entertainment destination in North America. Last month, WHP Global’s Toys “R” Us opened its second U.S. flagship store at Mall of America — its first in partnership with Go! Retail Group. The new store in Minnesota features more than 11,000 square feet of the hottest toys and games for kids of all ages. Go! Retail Group plans to open more than 20 additional Toys "R" Us flagships in 2024. 

THE LEGO GROUP EXPANDS FACILITY IN MEXICO

JAZWARES’ SQUISHMALLOWS NAMED TOY OF THE YEAR

The company broke ground on an expansion that includes a packaging building, a warehouse extension, and a number of other facilities for more than 60,000 square feet of new operational space in Monterrey, Mexico. 

For the third year in a row, Jazwares’ Squishmallows nabbed the overall Toy of the Year (TOTY) Award. Presented by The Toy Foundation, the TOTY Awards are a critical fundraiser supporting the Foundation’s efforts to help kids in need by delivering the power of play. Mattel’s Monster High Skullector series won the People’s Choice Award this year. 

MATTEL, PARAMOUNT FORGE EPIC ALLIANCE FOR ‘TURTLES OF GRAYSKULL’ LINE

MGA ENTERTAINMENT INTRODUCES SESAME STREET ELMO & FRIENDS STORY COLLECTION PACK

Next month, the Teenage Mutant Ninja Turtles will join forces with He-Man and the Masters of the Universe in an epic crossover toy line. Mattel’s Turtles of Grayskull unlocks new storytelling opportunities for fans across both brands. 

The expansion pack for the Little Tikes Story Dream Machine includes three stories plus one Elmo figure that activates calming lights when placed on top. Kids can engage with Elmo as they project Elmo’s Furry Friend, Elmo’s Trip to the Farm, and Elmo Visits the Dentist on a wall, ceiling, or other flat surface. 

CRAYOLA, CUPIXEL TEAM UP FOR AUGMENTED REALITY ART KITS Each kit comes with Crayola art supplies, a device stand, and access to the Cupixel app. The Cupixel Smart Trace technology virtually projects step-by-step guides onto any surface for kids to easily create art. 

RADIO FLYER, TESLA RELAUNCH CYBERQUAD FOR KIDS The company behind the Original Little Red Wagon continues its partnership with Tesla through the Model 915 Cyberquad for Kids. The successor to last year’s Toy of the Year (TOTY)-nominated Model 914 features a sturdy steel frame, high-pressure rubber air tires, a 500-watt motor with a max speed of 10 mph, and Radio Flyer’s Flight Speed battery technology. 

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TOY ASSOCIATION UPDATE

THE TOY ASSOCIATION BRINGS INDUSTRY TOGETHER TO ENSURE SAFE PLAY EVERY DAY From bringing playsafe.org to consumers to advocating on safety and compliance issues, safety is always a top priority for The Toy Association.

by JENNIFER LYNCH, Content Developer, The Toy Association

T

he holidays are in full swing, which means toy shopping is top of mind for families searching for the perfect gifts for the children on their lists.

It also means it’s a great time to remind parents and caregivers about toy safety to ensure a happy — and safe — holiday season for all.

The Toy Association capped off its third annual Toy Safety Awareness Month in November, which is dedicated to educating families about safe play leading up to the holidays. All month long, toy professionals were invited to take advantage of The Toy Association’s resources and share tips with their consumers on safe shopping (online and in stores), making age-appropriate toy selections, and how to ensure safe play once the toys are unwrapped.

For families looking for accurate safety information, The Toy Association’s consumer website, playsafe.org, continues to be a trusted resource. The “Toy Shopping Checklist for Families” includes key toy safety tips, including the importance of avoiding counterfeit toys, paying attention to age grades, reading product manuals, and more.

Toy Safety Awareness Month is just one component of the Association’s year-round safety awareness program.

On behalf of the industry, The Toy Association remains dedicated to advocating 365 days a year on safety and compliance issues, ranging from updates to the man-

“We know that legitimate toy manufacturers take the necessary steps and adhere to more than 100 safety standards and tests to ensure that unsafe toys don’t make it into the hands of children.”

- Joan Lawrence, The Toy Association’s “Toy Safety Mom” and Senior Vice President of Standards and Regulatory Affairs

datory ASTM F693 toy safety standard; participating in international discussions to share intel on toy safety, including the recent ISO Annual Meeting held in Melbourne, Australia; to monitoring the emergence of artificial intelligence (AI).

Helping to ensure all toy professionals are up to date on the latest safety standards

and regulations for compliance, The Toy Association holds educational sessions throughout the year and just released a new version of its online Safety Education Program last month. Free for all Toy Association members, the digital, on-demand program now features updated state and federal safety guidance. (Updates to the program’s international modules and more about changes to the ASTM F963 standard will be forthcoming.)

For the fourth quarter, The Toy Association’s consumer-facing efforts focus on sharing the latest research on U.S. parents’ shifting attitudes about toy safety; partnerships with influencers to help steer consumers to the Association’s safety resources; and media interviews on relevant safety topics like the dangers of counterfeit toys lurking online. The Association has also been proactively and rapidly responding to “dangerous toy” lists promoted by certain activist organizations and self-appointed experts, and helping members who may be the target of such misinformation and false attacks on their safe products.

“We know that legitimate toy manufacturers take the necessary steps and adhere to more than 100 safety standards and tests to ensure that unsafe toys don’t make it into the hands of children,” says Joan Lawrence, The Toy Association’s “Toy Safety Mom” and Senior Vice President of Standards and Regulatory Affairs.

“These facts, combined with our proactive

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The Toy Association helps families have a happy and safe holiday season through its playsafe.org website. | Source: stock.adobe.com

year-round safety messaging, are why coverage of these sensationalized and inaccurate reports has continued to decline in recent years. In addition, we have partnered with organizations such as the U.S. Public Interest Research Group (PIRG) at this time of year to urge parents to shop only from reputable brands and sellers to keep kids safe.”

For decades, The Toy Association has been a global leader in toy safety, leading development of the first toy safety standard (later designated as ASTM F963); continuing to work to keep the standard current; and remaining committed to working with medical experts, government officials, consumers, and the industry at-large on ongoing safety programs and outreach. From concept to store shelf until the toy is in kids’ hands, helping to ensure

safe products that comply with more than 100 federal safety standards and tests is our No. 1 priority.

For more toy safety tips and important safety recall information, visit playsafe.org. To learn more about The Toy Association’s safety-related advocacy work, visit toyassociation.org.  Jennifer Lynch handles daily content for The Toy Association’s outgoing print and online communications.

Her articles on toy trends, toy safety, and industry news can also be found across trade and consumer publications worldwide. As an official trend-spotter for the Association, Lynch chats with toymakers throughout the year to track developments impacting the toy aisles and kids’ entertainment and has been interviewed on the latest toy trends by various outlets and publications.

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ASTRA’S INSIGHTS

LEARNING THE SCIENCE OF PLAY ASTRA’s Certified Play Expert Program helps toy pros become well-versed in play to build trust with consumers.

by SUE WARFIELD, President, American Specialty Toy Retailing Association (ASTRA)

A

t the American Specialty Toy Retailing Association (ASTRA), we strongly believe in the power of play. Studies have shown the massive impact that play has on a child’s brain development and creativity. Play improves the cognitive, physical, social, and emotional well-being of children — and of all of us — throughout our lives. Through play, we learn about the world and ourselves. Play helps build and reinforce skills needed for school, work, and relationships. Not to mention, it helps build confidence.

Those of us who have been in the toy industry for years have always known these basic truths. We were selling STEM, STEAM, and STREAM products before those acronyms even existed. But many of us are hardly aware of the true scientific research that proves, without a doubt, how important play really is, and conversely, how detrimental play deprivation is to our society. This is where the ASTRA Certified Play Expert (CPE) Program comes into play.

Did you know that until the 1960s, researchers believed that changes in the brain could only take place during infancy and childhood? Modern research has now demonstrated that the brain continues to create new neural pathways and alter

existing ones to adapt to new experiences, learn new information, and create new memories. Babies are growing their brains and older adults are regenerating their brains to secure cognitive skills. If this is piquing your interest, you can learn more through ASTRA’s CPE Program.

Our goal over the next 18 months is to get more than 60% of our member organizations to have at least one CPE on staff. In this program, we delve into the intricacies of child development, gaining insights into the profound significance of play at every stage of growth, including how important play is to the social, emotional, and overall well-being of everyone at every age. We show how play comes in many forms, including through toys and play with basic things in our everyday environment. Shoppers of all types depend on the specialty toy industry for toys that are loads of fun for kids and promote healthy, developmentally appropriate play at the same time.

Participants in ASTRA’s CPE Program get top-quality, research-based instruction in several core areas, including theories of child development, characteristics of major developmental stages, types of play and their benefits, advocating for play, and making sense of play.

We continue to build our program as we work to provide online courses for members and non-members, including parents, caregivers, and educators. We will add continuing education to the program, focusing on play for developmentally challenged children and adults, play for “kidults,” and play for those in their retirement years.

Becoming well-versed in the art and science of play is an important business strategy that leads to differentiating products — and stores — from the competition and helps build trust with customers.

Working together, we can help build a happier society by showing people why it’s important to incorporate play into their daily lives.

For more info on ASTRA’s Certified Play Expert Program, contact me at swarfield@astratoy.org or Katie Cooley at kcooley@astratoy.org.  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.

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SCIENTIFIC TOYS RANK

TOP SELLING ITEMS (DOLLARS)

MANUFACTURER

1

National Geographic Air Rockets

Blue Marble (JMW Sales)

2

National Geographic Rock Tumbler Starter Kit

Blue Marble (JMW Sales)

3

Creativity For Kids Grow ‘N Glow Terrarium

Faber-Castell

4

Butterfly Garden 1010

Insect Lore

5

Snap Circuits Junior

Elenco Electronics

RANK

TOP SELLING NEW* ITEMS (DOLLARS)

MANUFACTURER

1

Diamond Dig It Dazzling World

Grin Studios

2

Eggsperiments Crystal Growing Egg Science Kit

Paas

3

National Geographic Rock Mineral And Fossil Advent Calendar

Blue Marble (JMW Sales)

4

Magic Mixies Potions Kit

Moose Toys

5

Virtual Reality Animals!

Abacus Brands

EXPLORATIVE & OTHER TOYS RANK

TOP SELLING ITEMS (DOLLARS)

MANUFACTURER

1

5 Surprise Mini Brands Disney Store Edition Mystery Pack

ZURU

2

5 Surprise Mini Brands Mystery Pack Assortment

ZURU

3

Miniverse Make It Mini Food Diner Minis Assortment

MGA Entertainment

4

MLB Bowman Baseball 2023 Trading Card Blaster Box

The Topps Co.

5

5 Surprise Toy Mini Brands Capsule Assortment

ZURU

RANK

TOP DOLLAR GROWTH PROPERTIES

1

MGA’s Miniverse

2

LankyBox

3

Major League Baseball (MLB)

4

Donruss

5

National Geographic Buddy the Elf Spaghetti from the Miniverse Make It Mini Food Holiday collection | Source: MGA Entertainment *New is defined as having zero dollar sales YTD September 2022. Source: Circana/Retail Tracking Service/U.S. Toys/YTD September 2023

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ARTS & CRAFTS RANK

TOP SELLING ITEMS (DOLLARS)

MANUFACTURER

1

Play-Doh Classic Colors Theme Assortment

Hasbro

2

Art The Great Wave Hokusai

The LEGO Group

3

Play-Doh Fun Factory

Hasbro

4

Play-Doh Starter Set 9 Tools And 4 Colors

Hasbro

5

Kinetic Sand 2lb Color Assortment

Spin Master

RANK

TOP SELLING NEW* ITEMS (DOLLARS)

MANUFACTURER

1

Art The Great Wave Hokusai

The LEGO Group

2

Real Littles Micro Craft Single Pack Assortment

Moose Toys

3

Play-Doh Kitchen Creations Magical Mixer Playset

Hasbro

4

Kinetic Sand Mermaid Crystal Playset

Spin Master

5

DOTS Bracelet Designer Mega Pack

The LEGO Group

PLUSH RANK

TOP SELLING ITEMS (DOLLARS)

MANUFACTURER

1

Squishmallows Plush 8-inch Assortment

Jazwares

2

Squishmallows Plush 16-inch Assortment

Jazwares

3

Squishmallows Plush 12-inch Assortment

Jazwares

4

Squishmallows Plush 14-inch Assortment

Jazwares

5

Squishmallows Plush 11-inch Assortment

Jazwares

RANK

TOP DOLLAR GROWTH PROPERTIES

1

Pokémon

2

Aphmau

3

FAO Schwarz

4

Super Mario Brothers

5

Harry Potter/Fantastic Beasts Pikachu from the Pokémon x Squishmallows collection | Source: Jazwares *New is defined as having zero dollar sales YTD September 2022. Source: Circana/Retail Tracking Service/U.S. Toys/YTD September 2023

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WHAT’S NEW LITTLE TIKES COZY E-CHARGING STATION Ages: 18 MOS+ | MSRP: $29.99 Young drivers can turn their Little Tikes Cozy Coupe (sold separately) into a pretend EV with the Cozy E-Charging Station. It plugs right into any of the Cozy Coupe line of vehicles and features an interactive power-up button and meter display with lights and sounds.

BIT-O-GENIUS Pixicade Unlimited with Sparks Ages: 6+ | MSRP: $29.99 Kids can turn art into instantly playable video games by using colored markers to draw on paper that gets scanned with the Pixicade app. Young artists will learn pre-coding and digital literacy as they create their games and use Pixicade sparks tokens to add interactive characters, props, hazards, backgrounds, and music.

FUN IN MOTION TOYS Teenage Mutant Ninja Turtles, SpongeBob SquarePants, and Avatar: The Last Airbender Shashibo Puzzles Ages: 8+ | MSRP: $25.99 each Shashibo are magnetic puzzles that can transform into more than 70 different shapes. With the new puzzles inspired by top Paramount properties, kids can watch as their favorite characters move around as they create new shapes.

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ZURU 1) Mini Brands Books Capsule Ages: 5+ | MSRP: $7.99 | Available: Spring 2024 There are more than 40 Mini books that will fit right in the palm of the reader’s hand. Each Mini book has real pages and tells classic stories from favorite titles like Diary of a Wimpy Kid and A Christmas Carol. Readers can use the Mini magnifying glass to see all the details.

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2) Smashers Junior Dino Dig Egg Ages: 3+ | MSRP: $12.99 | Available: Spring 2024 Kids can dig through soft dino dough to find hidden dinosaur pieces and use them to create a Dino pal. There are two different eggs; one includes 18 surprises and six molds to shape 2 pounds of dough, while the other egg includes 12 surprises and three molds used to shape 1 pound of dino dough.

3) Robo Alive Fossil Find Ages: 4+ | MSRP: $7.99-14.99 | Available: Spring 2024 There are two fossil finds in which kids can dig through different substances to create model dinosaurs. With the Mini Dino set, kids can dig through rock, sand, and slime with the excavation tool to find and assemble dinosaur fossils. The dino bodies will light up when they crash during battle. In the Volcano Dino set (pictured), young archaeologists can dig through volcanic rock, slime, and sand to find one of four magma dinosaur fossils. These dinos light up and have a realistic roar.

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STARLUX GAMES PIX BRIX

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1) Mona Lisa and Girl with a Pearl Earring Ages: 9+ | MSRP: $89.99 each Art fanatics can re-create the Mona Lisa or Girl with a Pearl earring as a puzzle. The interlocking pixel puzzles do not require a baseplate, as builders slide pieces together to create the classic paintings. Each kit comes with 6,400 Pix Brix pieces, a color-coded template, a PB tool, and wall mounting pieces.

Word Treasures Ages: 5+ | MSRP: $30 | Available: February 2024 There are six different pirate-themed games in this set that includes instructions themed as a treasure map and a glowing gem that’s deemed as a pirate’s booty.

Word Treasures includes three levels of scavenger hunts, a matching game, a memory game, and three puzzles.

2) Star Stable’s 2 in 1 Starshine Kit Ages: 9+ | MSRP: $39.99 Kids can build their favorite horse Starshine from the Star Stable online game in 2D or 3D form. Each kit comes with 3,450 Pix Brix pieces, a PB tool, wall mounting pieces, and a promo code for free Star Stablesinspired merchandise.

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WHAT’S NEW INCREDIBLE GROUP 1) Jelly Belly Small Scented Squishi Bean Ages: 6+ | MSRP: $6.99-9.99 These squishy, collectible Jelly Beans smell like the popular Jelly Belly candies. Each Squishi Bean comes with one to two mystery scents, with more than 10 assorted colors and smells to collect.

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2) Peeps Squishi Chick & Peeps Squishi Bunny Ages: 6+ | MSRP: $5.99 Available: Spring 2024

FAT BRAIN TOYS Trestle Tracks Pro Ages: 8+ | MSRP: $99.95

These Peeps-themed toys are squishy and can be enjoyed throughout the year, without the sugar or mess from actual Peeps treats.

Kids can combine hollow stacking tubes, flat tracks with cutout paths that widen, and various track tricks to create an intricate marble run. Young engineers can watch the marble fly and roll through the catch and release, ski jump, and drag race track trick pieces.

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SUPER IMPULSE 1) Poptaters Ages: 8+ | MSRP: $14.99-17.99 | Available: Spring 2024 Collectors can combine their love for different fandoms with the classic, well-known Potato Head style. Poptaters come with 1 removable outfits, interchangeable parts, and accessories inspired by the spud’s pop culture character counterpart. New additions include KISS guitarist Paul Stanley and characters from Stranger Things, Squid Games, and Wednesday.

2) World’s Smallest Micro Figures Ages: 6+ | MSRP: $6.99 | Available: 2024

2 Kids and collectors can find micro versions of their favorite characters in the next wave of World’s Smallest. The articulated figures are 1.25 inches tall and come with a mini collector case perfect for display or storage. New micro figures include Hatsune Miku, characters from the Star Trek universe, and Jay and Silent Bob from Kevin Smith’s View Askewniverse.

3) 3.75-inch Figures Ages: 8+ | MSRP: $8.99-9.99 | Available: 2024

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Characters from Hatsune Miku, Wednesday, and Star Trek: Next Generation join Jay and Silent Bob (pictured) as 3.75-inch action figures, each with three points of articulation. Snoogans.

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WHAT’S NEW STOCK THIS! HOLOTOYS PAW Patrol AR Tattoos & Stickers Ages: 3+ MSRP: $6.99 This collection of PAW Patrol-themed temporary tattoos connects to an app that has interactive adventures accented by augmented reality.

JAZWARES Hiding in Plain Sight Multipack

by DevSeries Ages: 6+ | MSRP: $19.99

ELENCO Snap FM Radio Ages: 8+ | MSRP: $19.99

Jailbreak players can expand their interaction with the virtual game with six, 2.75-inch articulated action figures. Kids can mix-and-match inmate figures to create different skins. The multipack includes an exclusive virtual item code that will unlock in-game content.

Kids can build their own FM radio, learn about amplifiers, and discover radio waves through four projects. The included pieces snap together to produce a working FM radio that plays music.

THE LEARNING JOURNEY INTERNATIONAL 1) Techno Tiles – Dinosaur | Ages: 5+ | MSRP: $9.99 | Available: April 2024

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Using snap-on two- and four-way connectors, kids will learn about geometry and construction as they assemble a geometric dinosaur. The set comes with more than 200 pieces, including squares, small triangles, large triangles, and stickers.

2 2) Techno Trax – Galactic Adventure Ages: 8+ | MSRP: $69.99 | Available: June 2024 Kids can build a Space Shuttle coaster using more than 300 pieces to create drops, twists, and turns. The set includes a motorized chain that makes sound effects and a colorful instruction manual.

FANROLL Pathfinder Goblin Inclusion Dice Set Ages: 5+ | MSRP: $19.99 Tabletop gamers can add new dice to their collection with this 16-millimeter polyhedral set. Each dice set comes with seven dice, d4, d6, d8, d10, d10% (00-90), d12, and d20, and has a Goblin inside. The dice also come in a protective tin.

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STOCK THIS! WHAT’S NEW TOMY Warhammer Plush | MSRP: $16.99 | Available: Spring 2024 These 5- and 6-inch plush toys are inspired by Games Workshop’s tabletop games Warhammer 40,000 and Warhammer Age of Sigma.

Fans can collect plush versions of characters like Gnasha-Squig, Spanna Grot, Nurgling: Little Unclean One, and Sacrosanct Gryph Hound.

BOOGIE BOARD Sketch Pals Doodle Board Blaze the Dragon (Limited Edition) and Axol the Axolotl (Limited Edition) Ages: 4+ | MSRP: $19.99 each

E-BLOX Lite Blox 2 Ages: 3+ | MSRP: $26.49 Kids can create unlimited light designs by placing LED Blox onto the power board. The LED Blox can change colors, flash, and combine with other Lite Blox sets for an intricate light-up design.

Kids can celebrate Chinese New Year in 2024 and kick off the Year of the Dragon with Blaze the Dragon, or find a playful pal with Axol the Axolotl. These limited-edition doodle buddies (sold separately) feature a tethered stylus and easily clip to any backpack or car seat for screenfree entertainment on the go.

JAKKS PACIFIC Super Mario Bros. Movie Mario Rumble R/C Kart Racer Ages: 4+ | MSRP: $49.99 Kids can bring the action of Mario Kart to the neighborhood with this R/C racer inspired by The Super Mario Bros. Movie. Mario’s head and hands move when the vehicle turns and the tailpipes light and rumble, just like they do in the animated movie.

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BATTAT 1) Li’l Woodzeez Bobbleez Dancin’ Duos Collection | Ages: 3+ | MSRP: $2.99

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Kids can collect and unbox 12 different woodland bobblehead characters in this limited-edition mystery collection. Characters include elephants, cats, frogs, and dogs, each packed in small acornthemed containers for forest fun.

2) DRIVEN Standard Cement Truck | Ages: 3+ | MSRP: $34.99 This rugged cement mixing truck features doors that open, a mixing barrel that spins, and pour spouts that pivot. Kids can press the steering wheel and buttons on the roof for lights and sounds.

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here is no doubt that technology has always been an essential force driving the toy industry. Innovation often comes from advancements in technology, and while the world today is fast-paced and constantly evolving, the emergence of artificial intelligence (AI) in the toy aisles is taking the meaning of play to a whole new level.

“The advent of AI in the toy industry marks a transformative era where toys are not just playthings but interactive learning companions,” says Marty Abrams, CEO of Mego Corp.

“AI enables toys to personalize interactions, adapt to a child’s development stage, and even monitor educational progress. It transforms playtime into an immersive experience that blends entertainment with tailored educational content — fostering creativity, critical thinking, and problem-solving skills. Moreover, AI-driven toys can evolve with the child, ensuring longevity and sustained engagement.”

Mego’s 2XL Cobot (Collaborative Robot) is a smart, cloudbased, interactive robot that talks, listens, remembers, and learns, engaging both kids and adults alike. A successor to the 2-XL of the late 1970s — one of the first “smart toys” — it can create stories, converse about many subjects, and speak more than 30 languages fluently. 2XL even responds to questions

and assists with homework, making education interactive and fun.

“Overall, AI-driven toys have the capacity to blend education with play in an unprecedented way, making learning an enjoyable, dynamic, and highly individualized journey,” Abrams adds.

In the case of 2XL, the robot is powered by D1srupt1ve’s MAGICAL platform, AI that can observe which subjects spark enthusiasm in kids or which ones require more practice, and adjust its questions and information to challenge and support the child appropriately. It can also remember past interactions, creating a continuous, effective, and evolving educational journey. The toy will become more aligned with kids’ personal development over time and attuned to each child’s jour-

2XL Cobot is a smart, cloud-based interactive robot. | Source: Mego Corp.

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ney of discovery and growth.

Snorble is an interactive companion in the form of a fun animated character that uses AI and natural language processing to encourage healthy habits in kids. “After talking with parents and experts in childcare, we saw a clear path to creating a companion that would help children thrive,” says Ed Gershowitz, Executive Vice President, Snorble.

Mike Rizkalla, Co-founder and CEO of Snorble, adds, “For our families, thriving is not about learning one skill or the ABCs. It’s about helping our little ones be the very best they can be.

We see this as an opportunity to introduce a holistic approach that touches upon all aspects of imagination, play, health, and education — led by the most important subject matter expert: the parent.”

The parent-directed, child-led structure of Snorble invites parents or caregivers to curate the experience for their family.

This approach and a continuous narrative that changes with the child over time give the product a longer life cycle in the home.

“The truth is that because of the opportunity to expand the narrative and give a more contextual experience, every child can have a real connection as the device feels to be made specifically for them,” Rizkalla continues.

Snorble is an extension of the “village” (parents, grandparents, caregivers, teachers, etc.) that can help with bedtime and morning routines and encourage kids to complete tasks like brushing their teeth with positive reinforcement and a reward system. It also offers a variety of programs including relaxation activities like yoga or meditation, instructional games, music, and more.

“AI can be very useful in catering the same product to two very different end users,” says Lili DeSisto, Marketing Manager at Thames & Kosmos. “The availability of AI opens the door for toy manufacturers to develop products that offer highly customizable play experiences.”

KAI from Thames & Kosmos is a buildable artificial intelligence robot. Kids first construct the six-legged robot from more than 100 pieces, then use the KAI Robotics app to assign movements or sounds to the robot’s different functions to teach it when and how to move. The robot refines its accuracy as it collects more data and users get a digestible, hands-on introduction to AI. The kit and included instruction manual expand upon the real-life applications of AI, providing a holistic understanding of advanced computing technology.

KAI | Source: Thames & Kosmos

AI can also be used to elevate traditional gameplay experiences, as seen in Mattel’s Pictionary Vs. AI. In the game, players draw images of the words while AI tries to guess the word.

Players earn points if the AI guesses their drawings correctly and can earn additional points if they predict correctly whether the AI will guess right or wrong. Integrating AI into classic games expands possibilities for kids to enjoy popular and beloved activities in a new way.

PRIORITIZING PRIVACY AND SAFETY A key aspect of AI is machine learning, or the process by which computers use data to recognize patterns, learn, and make predictions. As with any new technology, privacy and safety concerns are a top priority.

Last month, the Biden-Harris Administration issued an Executive Order regarding the use of AI to help harness its potential and benefits and mitigate the risks. The Order aims to establish new standards for safety and security, protect privacy, promote innovation and competition, and more.

In the toy industry, transparency is key, and manufacturers agree that they should ensure their products comply with international standards and regulations such as COPPA (Children’s Online Privacy Protection Act) and GDPR (General Data Protection Regulation).

“As an industry, it’s important that as much as we increase the use of AI in toys, we need to spend an equal amount of time educating both parents and kids about the concept of AI — what it is and how it works. We need to be sure we’re not just emphasizing all the cool things we can do with it,” DeSisto says.

2XL incorporates features such as encrypted data storage and transmission, parental controls for monitoring and limiting interactions, automatic updates to improve security features, and mechanisms to report and respond to any attempts at breaching

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Snorble uses positive reinforcement and a reward system. | Source: Snorble

content guardrails. The AI system within 2XL is designed to recognize and filter out inappropriate content, ensuring interactions remain kid-friendly. Additionally, anti-jailbreaking measures are used to prevent unauthorized modifications that could compromise safety or privacy.

Snorble uses a proprietary platform and does not use LLM (Large Language Models). Its stand-alone system runs directly on the product, giving minimum to no exposure to cloud-based technologies. It uses radar instead of cameras and only needs to connect to the internet to download firmware updates or to access content updates. Snorble performs the majority of its functions within the standalone system, and the rest is done through a mobile app.

While toys like 2XL and Snorble have the potential to become a kid’s new best friend, and AI can assist kids with STEAM (science, technology, engineering, arts, math) and MESH (mental, emotional, social health), social interactions remain vital to a child’s development.

“Overall parents and children are seeking a joyful play experience — the best experiences are ‘play first’ experiences enhanced by technology instead of the other way around,” says Valerie Vacante,

Vice President, Solutions Innovation, dentsu. “While AI can make interactions more engaging, it’s essential to maintain a balance between human-to-human interactions and human-to-AI interactions to support children’s social and emotional development. AI toys should complement, not replace, traditional play to promote physical and social development.”

Toymakers note there is a growing demand for advanced educational technology from both kids and parents. Contrive Datum Insights reports the Global Smart AI Toys market was valued at $12.1 billion in 2022, and is projected to reach $36.4 billion by 2030. Today’s kids have only known a digital world, and parents can use these kinds of toys as an opportunity to embrace technology and connect with their kids.

“Today’s digital-native children are more receptive to learning through technology that resonates with their engagement with interactive media. Parents, in turn, seek out educational tools that can provide a competitive edge for their children’s cognitive development and prepare them for a tech-centric future,” Abrams explains, noting that 2XL works with an app in which parents can stay up-to-date on their kids’ activities and conversations.

Dr. Elizabeth Adams, a clinical psychologist who specializes in child development, academic achievement, and social-emotional growth and Co-founder of Ello, an AI reading coach for kids, advises that developers exercise caution moving forward as the play experience, educational landscape, and AI technologies continue to evolve. “We should remember that technology is a tool, not a panacea.

Developers should constantly seek feedback from teachers, parents, and students to improve their products, making sure AI enhances education without overshadowing the importance of traditional teaching methods,” she says. “It’s a collaborative effort between tech innovators, educators, and policymakers to make AI-driven education both effective and secure. 

Nadia Velit is the Senior Editor at Adventure Media & Events where she writes for The Toy Book, The Toy Insider, and The Pop Insider. She loves to be outside with her chicks and is always ready for a game of giant Jenga. In her free time you can find her curled up with a Sandra Brown mystery novel or obsessing over The New York Times Spelling Bee although truthfully she would rather be taking a potions class at Hogwarts.

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RAISING THE BAR

by STEPHANIE POTTICK, ESQ., Pottick Law PC & Protect for Success

I

don’t know about you, but all of this AI (artificial intelligence) talk is making me think about the 1984 movie The Terminator. Is Skynet coming to life? Will someone be knocking on the door to see if Sarah Connor lives here? I think we’re all wondering how this is all going to turn out — hopefully NOT like the movie.

Companies, including toymakers, are using AI in a variety of ways ranging from content creation and product development to marketing, product ideation, gameplay, and instructions. You might even be considering doing the same. But before you type another curated prompt into ChatGPT, Bard, or another AI provider for your marketing or ask AI to create a logo, a 3D image, or illustrations for your storybook or packaging, you may want to think twice.

Here’s why there are serious legal issues surrounding AI. I’m going to be honest: Some of this stuff is not easy to grasp, and the law is evolving and will continue to do so until court cases are decided and

laws are created to address these topics.

For now, it’s important for you to be able to spot some issues, two of which relate to intellectual property (IP).

AI-generated material at copyright.gov/ai.

Having unique IP and ownership of that unique IP can be the difference between success and failure, not to mention making money. (Read my “Raising the Bar” article from The Toy Book’s October 2023 issue for more information on this!)

Tip: If you use AI to help you create, then modify that content to ensure it has sufficient human authorship. Again, there’s no exact standard yet, so if you have questions, ask a copyright attorney for help.

IS AI-GENERATED CONTENT COPYRIGHTABLE? No, you can only copyright human-created material. Have you heard about the monkey selfie case? Basically, a monkey took a selfie, there was a lawsuit to try and enforce a copyright in the selfie, and the court agreed that only works created by humans can be protected by copyright.

CAN AI-GENERATED CONTENT In some cases, you can copyright INFRINGE ON SOMEONE ELSE’S AI-generated materials only if they have IP RIGHTS? sufficient human authorship — again, it comes back to the human factor. For now, it’s on a case-by-case basis; remember, we “Before you type another curated prompt in are on the ground floor here. If another AI provider for your marketing or as you’re interested in learning more a 3D image, or illustrations for your storyb about AI and copyrights, the U.S. you may want to think twic Copyright Office has provided guidance for works containing

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Yes, it can. If you’re relying on AI to create content or materials for you, then not only should you be thinking of the fact that AI-generated content is not copyrightable, but you should also be concerned about whether that content infringes on someone else’s IP rights.

When AI is coming up with responses or generating content, it’s drawing from a vast number of sources and databases. Some of those include content that is already copyright protected, so it may actually be infringing on third-party IP rights.

Multiple lawsuits around this have already been filed — including those by Getty Images claiming that AI is infringing on copyrights for its images, and also by Sarah Silverman, who claims that the training of certain AI systems is infringing on her book’s copyright because it was used without her permission.

Tip: When using AI in creating for your business, you should be mindful that the AI-generated items may actually infringe on someone’s IP rights — so before you use them, do some investigating first. And, if you have concerns, then asking an attorney can be helpful. The last thing you want is to get a cease and desist letter from the rightful IP owner.

Using AI for your business may be helpful in many ways, but never simply assume that your AI-generated content is yours to use. Avoiding legal issues before they happen can save you a lot of time, money, and aggravation, but more importantly, it can help prevent Arnold Schwarzenegger from knocking on your door to serve you a lawsuit. I know you’ve been wanting to say it this entire article so go ahead in your best Arnold impersonation: “I’ll be back.” 

Pottick says that when using AI in creating for your business, you should be mindful that the AI-generated items may actually infringe on someone’s IP rights. Make sure you do your research! | Source: stock.adobe.com

*Disclaimer: This article is for informational purposes only and not intended as legal advice. Laws on AI are changing; the information in this article is time sensitive and accurate as of Oct. 23, 2023. Don’t rely on anything without doing your own 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. Contact her at contact@protectforsuccess.com.

d prompt into ChatGPT, Bard, or keting or ask AI to create a logo, your storybook or packaging, o think twice.”

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arents today know that playtime is more than just play. It’s an opportunity for kids to learn, grow, and develop essential skills, when given the right tools — or toys.

STEM products have earned a place in the toy aisles and the category is here to stay. This sector of educational toys has grown to include the arts, and as such has evolved into STEAM (science, technology, engineering, arts, mathematics), with the

National Geographic Hobby Pottery Wheel | Source: Blue Marble

same mission to inspire innovation and encourage creative thinking in kids. After all, it’s been said that kids today are the leaders of tomorrow.

Toy companies saw a surge in demand during the pandemic, and as a result, parents today are more conscious of what their kids are exposed to and the value their toys bring to the play experience.

“The demand for STEAM toys, both from parents and kids, has been strong for several years and it continues to grow steadily,” says Lili DeSisto, Marketing Manager, Thames & Kosmos. “Particularly in the past decade or so, with an increased need for qualified individuals to fill careers in STEM, there’s been a push for products to help kids learn about and spark an interest in these subjects.”

Maxwell’s VR Atlas 2.0 from Abacus Brands takes kids on a worldwide journey to discover Earth’s wonders, cultures, cuisines, currencies, wildlife, and more.

It’s easy to understand and focuses on day-to-day life.

In one instance, kids will drive over the Golden Gate Bridge during a virtual reality experience, then be able to explore how suspension bridges are made and how triangles — one of the shapes they’ll recognize in structures like the Golden Gate Bridge and others — absorb and distribute weight.

“STEAM is all around us, you just have to stop and look,” says Steve Rad, CEO, Abacus Brands. “Kids are born with an intrinsic desire to learn and it is up to the parent, and the responsibility of the toy maker, to provide opportunities for STEAM to be incorporated into their play as they grow.”

STEAM IS ALL AROUND US While the trend may have originally started as an effort to nudge kids into STEM careers, toy manufacturers are now making sure their products are easily accessible to all kids — whether they’re interested in these subjects or not. Professor

NEVER TOO YOUNG TO START Toy manufacturers in this space agree that when it comes to getting kids involved with STEAM products, the earlier the better. Aside from teaching kids about STEAM concepts, these products aim to help kids hone important life skills that are vital to their success and futures as adults.

“STEAM is incredibly impor-

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tant for the overall development of children at any age,” DeSisto adds. “STEAM subjects and STEAM toys don’t just teach technical or scientific lessons, they also teach important life skills such as critical thinking, manual dexterity, perseverance, problem-solving tactics, and so much more. By playing with a STEAM toy, kids learn about trial and error, that things don’t always work right the first time, and that’s okay! STEAM toys encourage curiosity and nurture a child’s confidence to attempt the difficult, despite the potential for failure.”

LICENSING PLAYS A ROLE Recently, licensing and themed products have become more prominent in the STEAM sector as companies appeal to kids who carry the misconception that they have to be well-versed in science or technology to enjoy these kinds of toys.

“Licensing adds a layer to the journey, as kids are more willing to listen to Bill Nye than they are to their teachers or parents, so yes, it sure does help elevate the experience in making learning fun,” Rad explains, referencing Abacus’ Bill Nye’s VR Science Kits. “But incorporating licensing into a toy isn’t about just taking any old toy and slapping a recognizable brand that may be appealing to the consumer on it. A proper license and partnership is about supporting an already thoughtful play pattern in a toy, and positively reinforcing and supporting it with a license to help kids absorb and retain the meaningful material.”

Thames & Kosmos released the Tasty Labs: Wizard Potion Science Kit this year.

The kit is a combination of pretend play and real science as kids follow a storybook-style manual to concoct five unique, potable potions while simultaneously discovering the science that happens in the kitchen.

It teaches a plethora of chemistry concepts such as chemical reactions, polymers, solutions, density, and more.

Similarly, a kid who loves Jurassic World may not ask for a STEM kit for their birthday, but would still be interested in Thames & Kosmos’ Jurassic World: Dinosaur Dig set, in which kids dig out their own Blue the Velociraptor figurine. By following the manual to excavate the dinosaur, they’ll get a peek into the world of paleontology, fossils, DNA, and more.

“There are still loads of kids who claim to dislike STEAM,” DeSisto adds.

“More likely, though, they’re either intimidated by what they think STEAM is or they just don’t realize how all-encompassing these subjects are. Incorporating well-known characters or themes can be helpful to get kids who think they don’t like STEAM to give it a try.”

Blue Marble’s partnership with National Geographic allows the company to offer kids authentic and unique experiences with its products by utilizing National Geographic images and content.

Blue Marble’s National Geographic Hobby Pottery Wheel, a 2023 Creative Professor Maxwell’s VR Atlas 2.0 | Source: Abacus Brands

Professor Maxwell’s VR Atlas 2.0 Source: Abacus Brands

Toy of the Year winner, features an arm tool that helps kids center their clay and open up a pot. An accompanying illustrated Learning Guide teaches kids about clay, the physics of making pottery, and how cultures from around the world have used both throughout the ages.

“I think the magic of Blue Marble is that we make STEAM so fun and exciting that kids don’t even realize they’re learning,” says Jordan Willing, CEO, Blue Marble. “When STEAM feels like more school after school, it turns them off, but the way we do it, STEAM is an exciting activity for everyone.”

STEAM IN THE REAL WORLD Some companies are taking on topical subjects in order to open discussions with kids about the world we live in. Presenting complex information and ideas such as global warming, artificial intelligence, global geography, computer science, and environmental changes and complications in a way that kids can understand and retain may seem challenging, but it’s certainly not impossible.

“These are all major events, advancements, and obstacles that are unfolding in real-time, all around us,” DeSisto says. “It is our duty as an educational toy company to create ways to make these complicated ideas more digestible and perhaps interesting enough to spark young learners’ curiosity so they take an active role in changing our world for the better.” 

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OWI

BLUE MARBLE

Cyber Hand Ages: 10+ | MSRP: $29.95

1) Mega Earth Science Kit Ages: 8+ | MSRP: $29.99

This robotics kit comes with everything needed to assemble a 16-inch mechanical hand.

The 125-piece kit features four spring-loaded flexor control abductors with an adjustable palm plate so kids can use the finished product to pick up objects and more.

ESTES

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This kit contains more than 15 experiments including dueling water tornadoes, building an erupting volcano, growing a crystal, two geologic dig kits, and more.

2) NASA High Altitude Rocket System | Ages: 14+ MSRP: $79.99 This rocket launches up to 250 feet using only compressed air. It boasts innovative safety features and is a lower-cost alternative to combustible rockets. Works with any standard bike pump (not included).

NASA SLS Model Rocket Ages: | MSRP: $76.99

3) Amazing Reactions Chemistry Kit | Ages: 8+ | MSRP: $39.99

This 1:200 scale replica of NASA’s SLS rocket is preassembled and pre-finished, which makes it easy to launch.

With an Estes C6-3 engine, this rocket can soar up to 350 feet before gracefully returning to Earth with a colorful 15-inch parachute.

This kit includes everything needed for 15 experiments, plus a guide for 30 additional experiments using household items. Kids can make bubbling, color-changing solutions, glowing test tubes, a colorful bouncy ball, glowing worms, and more.

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THAMES & KOSMOS Gecko Run: Marble Run Starter Set Ages: 8+ | MSRP: $34.95 | Available: February 2024 In this vertical marble run system, nano-adhesive pads stick to smooth, vertical surfaces around the home and can easily be repositioned for long-term use. It comes with more than 60 pieces and a 16-page illustrated manual. Four expansion packs will be available with new tricks including a loop, trampoline, twister, and snake component.

CONNETIX Connetix Shape Expansion Packs | Ages: 3+ | MSRP: $49-90 The Rainbow Shape (36 pieces), Pastel Shape (48 pieces), and Clear Shape (24 pieces) Expansion Packs enhance design possibilities with a range of carefully curated magnetic tile shapes, including large triangles, right-angle triangles, quarter circles, pentagons, trapezoids, and rhombi.

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FAT BRAIN TOYS

PLUS-PLUS

Air Toobz | Ages: 3+ | MSRP: $$139.95

Learn to Build Big Activity Set Ages: 3+ MSRP: $44.99

This set of tubes, balls, and accessories is designed to spark kids’ imaginations and inspire creativity. Kids can build custom designs with more than 40 pieces and experiment with speed, airflow, force, motion, and more.

This set is perfect for smaller hands and features 10 double-sided activity cards, 130 big building pieces, four wheels, and one baseplate. The 19 different guided activities include games to play, expressive faces to create, patterns to follow, and more.

U.S. TOY CO. 20-in-1 Extreme Science (Horizon Group USA) | Ages: 6+ | MSRP: $29.99 This kit from The Young Scientists Club includes 20 experiments. It comes with real chemistry tools and a 28-page illustrated educational manual. U.S. Toy Co. is the exclusive specialty distributor for Horizon Group USA.

ROUND 2 CORP.

EYECONNECT CRAFTS

AMT NASA Artemis-1 Rocket 1:200 Scale Model Kit Ages: 14+ | MSRP: $35.99

3D Tunnel Book Ages: 8+ | MSRP: $39.95

This 38-piece kit showcases the Launch Abort System, Cryogenic Propulsion Stage, Launch Vehicle Stage Adapter, Core Stage, Solid Rocket Boosters, and four RS-25 Engines. Also includes a booklet featuring information, fun facts, and photos about the Artemis I mission.

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This craft kit includes everything kids need to create a custom book with moveable pieces. It comes with pre-cut cardstock pages, 3D designs to assemble, and watercolor paints and markers. It is available in three themes: Ocean, Pond, and Outer Space.

HORIZON GROUP USA 1) The Young Scientists Club Lunar Rover | Ages: 8+ | MSRP: $19.99 This hands-on science kit has all the materials needed to build a fully functional wooden space explorer. Aspiring astronauts can assemble the easy-connect pieces and get creative with glow-inthe-dark stickers and paints to customize this ride.

2) The Young Scientists Club 3D Crystal Galaxy Growing Kit Ages: 8+ | MSRP: $13.99

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This all-in-one kit includes all of the lab essentials needed to grow your own crystals. Kids can learn all about crystallization, saturated solutions, and evaporation during the process, from building the unique frame to growing the actual crystals.

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FUN IN MOTION TOYS 1) Duomoto | Ages: 8+ | MSRP: $25.00

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Duomoto is the latest geometric, magnetic shape-shifting puzzle from the makers of Shashibo. This cube is powered by 96 rare earth magnets and is made of two segments, giving it the ability to divide and recombine with endless possibilities.

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2) HyperTiles | Ages: 5+ | MSRP: $24.99 HyperTiles is a construction toy based on a mathematical shape called a hyperbolic paraboloid. The simple, versatile shapes can be linked together in an infinite number of combinations.

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3) Tecti | Ages: 12+ | MSRP: $44.99 Little builders can create more than 40 kinetic structures out of interlocking, movable cubes. Each cubic structure shifts into different shapes with tectonic-like movement thanks to built-in hinges.

TOP SECRET TOYS

SQUAREGLES 1) Yeti Yikes! Ski Mountain Ages: 4+ | MSRP: $74.99

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This set features 37 building pieces including 16 square frames, four paperboard panels, two double-ended edge clips, two bridge clips, a ski chalet roof, a mega slope, a mountain top, a luge, and moguls. It also comes with a comic book so kids can read about the mountaintop and legendary yeti.

2) Go’s Spiral Drop Ages: 4+ | MSRP: $49.99

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This 36-piece set is designed for open-ended action with higher launches and faster speedways.

Kids can explore motion and physics with 180-degree spirals, ramps, and tracks.

Dissect-It | Ages: 6+ | MSRP: $15.99 Each kit comes with a different lab specimen made of a proprietary dissectible gelatinous compound. Once dissected, kids will find a complete skeletal structure as well as a full set of organs.

Each kit includes plastic dissection tools, a lab instruction booklet, and two refill gel kits.

There are five lab specimens to choose from: Frog, Piranha, Salamander, Bat, and Rattlesnake.

STOMP ROCKET NASA Collection | Ages: 5+ | MSRP: 24.99 | Available: February 2024 Kids can learn about force, momentum, launch angles, and more. Includes one Space Shuttle Atlantis, one Artemis Rocket, one Saturn V Rocket, and an adjustable launch stand.

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THE LEARNING JOURNEY INTERNATIONAL 1) Techno Gears Marble Mania — Twin Twister | Ages: 8+ | MSRP: $59.99 This action-packed marble maze with multiple building options comes with more than 200 pieces. Complete with colorful twists, turns, and tracks, the set includes both a hand crank and a motorized gear lifter.

2) Techno Tiles — Magical Unicorn | Ages: 5+ | MSRP: $9.99 Basic shapes like triangles, squares, and more can turn into grand masterpieces. Simply connect the tiles with the Snap-On two-way and four-way connectors to start building with this set that includes more than 100 pieces.

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ABACUS BRANDS

ASMODEE USA

Professor Maxwell’s VR Atlas 2.0 Ages: 8+ | MSRP: $69.99

Brainbox Collection Ages: 8+ MSRP: $17.99 each

This updated version of the original kit features nine additional countries and more than 200 virtual reality experiences. It comes with a 144-page book and more than 100 pieces to complete 15 interactive activities.

This collection of educational card games tests and strengthens players’ observation and memory skills. Each set comes with 55 cards and features a different theme: Brainbox Math, Brainbox Dinosaurs, and Brainbox The World.

SIMPLYFUN Arctic Riders | Ages: 7+ | MSRP: $36 Players practice addition and subtraction skills as they choose cards to create equations to get a sum that equals a number between 0 and 100. The object of the game is to solve equations and feed as many treats to the narwhals as possible.

ELENCO 1) Snap Circuits Flight Deck | Ages: 8+ | MSRP: $19.99 | Available: Spring 2024

1 2

Kids will discover the science behind electricity, physics, aerodynamics, and other concepts by completing six projects, including building and launching a paper airplane, building and installing a motor circuit, and more.

2) Snap Circuits Night Light | Ages: 8+ | MSRP: $19.99 | Available: Summer 2024 This kit has everything kids need to build a working night light. It features four different light projections including a herd of dinosaurs, schools of fish, a starry sky, and a multicolor light show.

3) Snap2It | Ages: 7+ | MSRP: $34.99 | Available: Summer 2024 Strategy meets science in this board game that integrates traditional gameplay with electronics. The first player to snap a path between the communal battery and their light wins the game.

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40 The Toy Book | December 2023 | toybook.com

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WIT STORIES

SIMPLICITY IN INNOVATION Asking simple “What if . . . ?” questions can lead to breakthroughs.

by SOFIA DUMERY, Senior Vice President of Design at Melissa & Doug

I

nnovation isn’t rocket science. Or at least it doesn’t have to be. At Melissa & Doug, the road to delivering incremental growth isn’t through cutting-edge technology or incredible feats of engineering, but through simple insights.

These insights stem from identifying a problem, making keen observations, and staying true to our mission to inspire open-ended play and to our commitment to sustainability.

I’ve long admired the story of how Sam Farber, the inventor of the OXO Good Grips vegetable peeler, came up with the idea for that iconic TPR (thermoplastic rubber) handle. It started by identifying a problem (lack of tools for arthritic hands), using clever observation (seeing the ergonomic potential of a bicycle handle), and utilizing TPR in a novel way.

Similarly, at Melissa & Doug, our products often start with identifying a problem. How can we make kids less fearful of going to the dentist? We know kids often use pretend play to act out real-life situations. What if we could create an immersive dentist play set with all the attention to detail given to doctor play sets? What if the accessories in the play set were so realistic and authentic that kids would really feel like they were at the dentist’s office? To develop our Super Smile Dentist Kit Play Set, we used our powers of observation to get all the little details just right! Everything from the tiny blue drinking cup, fun flavored “fluoride” treatments, easy-to-put-on braces, cavity stickers, floss nestled in a dispens-

er, and trendy clear retainers. But none of it would work without our commitment to delivering open-ended play that is built to last. To that end, we added a service card, which encourages dialogue between the dentist and patient, a drill that vibrates, and molars that partially pull out.

Source: Melissa & Doug

Innovation Doesn’t Mean Complex That attention to detail and focus on simplicity can be seen in a classic product, like our 100-Piece Wood Blocks Set. With nine different shapes in multiple bright primary colors, it’s a great developmental toy, earning it STEAM accreditation by The Toy Association. Sometimes the true innovation in toy making comes from kids themselves. Think about seemingly ordinary blocks and the extraordinary things kids will do with them.

Likewise our latest introduction, Sticker WOW!, a sticker stamper and activity pad set, is based on our tried-andtrue approach to innovation. Working with internal and external consultants, we pushed ourselves to create a novel new entry to the arts and crafts category.

Stickers had not seen anything new in

ages, and there was a specific pain point we could address: younger children often lack the fine motor skills to easily peel off the backs of stickers. From that keen observation, Sticker WOW! was born. It’s a whole new way to play with stickers, with a character-based sticker stamper preloaded with 300 assorted stickers and a 24-page activity pad.

Developing the dispenser proved to be quite a challenge. After much trial and error, we realized that a simpler dispenser was just as effective as anything more technical. When it comes to innovation, simplicity often truly is the answer and the way forward. But simple doesn’t mean easy.

The design process includes multiple teams working through various engineering, production, quality, and compliance hurdles. It’s the painstaking attention to detail, materials, safety, testing, and real kid feedback that take products to the next level.

As toys are the tools that will build our future innovators, keeping things simple, open-ended, and child-led allows room for the child’s imagination and confidence to grow. It may not be rocket science, but it sure is special!  Sofia Dumery is the Senior Vice President of Design at Melissa & Doug, where she and her team are fortunate enough to create magical play experiences every day!

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GIVING BACK

BEANIE BABIES & BENEVOLENCE Ty Inc. created a special bear to benefit Maui’s relief efforts.

by NICOLE SAVAS, Social Media Editor

A

loha means hello and goodbye; and in the case of a special-edition Beanie Baby, it also means the ability to help thousands of people.

On Aug. 8, the island of Maui changed in an instant when wildfires swept through the western coast, causing catastrophic damage to homes and the lives that inhabited them. Less than 10 days later, Ty Warner, founder of Ty Inc., unveiled the Aloha bear, a limited-edition Beanie Baby released to raise funds for the American Red Cross and its relief efforts on the island.

“The sight of such suffering moved [Warner] greatly, and he wanted to offer a symbol of hope and provide concrete assistance,” says a Ty Inc. spokesperson.

Aloha comes with a rainbow ribbon tied in a bow around its neck and “Maui Strong” inscribed on its chest. Like all Beanie Babies, it features a tag with its birthday (Aug. 8) and a poem: “Helping each other all day long / We forever will stay Maui strong.”

“Loss can strike at any time. The speed and savagery of the Maui wildfires are an especially horrific, heartbreaking reminder of that,” Warner said in a statement at the time. “While I can’t undo what has happened, I can try to help those who are suffering in the aftermath.”

Beanie Babies created for the benefit of philanthropic causes date back to the meteoric rise of Ty’s popularity as a maker of plush products for the specialty retail market. In 1997, Ty Inc. created a deep purple bear named Princess to honor the late Princess Diana, with the proceeds going to the Diana, Princess of

When asked how the company is able to respond to crises so urgently, Ty Inc. credits Warner’s talent as a designer and his feeling of obligation to help those who need it. Ultimately, they share that they’re able to create these special Beanies because they know that people “really do want to help” causes however they can.

“Certainly, the urgency of a true crisis engenders focus. In terms of process, Warner works with his longstanding factory partners to prioritize these limited-edition Beanies,” the spokesperson says.

Beyond the bears, Ty Inc. supports hundreds of local charities and events every year, including The Toy Bank, Toys for Tots, and others. While the Beanies might be small, they provide something much larger that can never be understated: hope, comfort, and the promise of a better tomorrow. Source: Ty Inc.

Wales Memorial Fund. More recently, Beanies have been sold to raise money for bereavement care in the UK after the passing of Queen Elizabeth II, Autism support, Australian wildfire relief, COVID-19 response efforts, and more. Last year, proceeds from the sale of Beanie Babies for the entire month of March were donated to Save the Children to assist those impacted by the war in Ukraine.

As a kid, Nicole Savas either wanted to be a professional toy player-wither or a writer.

Somehow, as social media editor for The Toy Book, The Toy Insider, and The Pop Insider, she’s found a career as both. She’s grateful to work somewhere that she can fully embrace both her love of teddy bears and her admiration for the Oxford comma. When she’s not playing with toys at work, she’s at home teaching her toddler the wonders of the toy industry.

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HAVE YOU HEARD ABOUT MESH?

A New Movement Seeks to Foster Resilience Through Play

by RACHELE HARMUTH, Head of ThinkFun, Ravensburger North America

M

ESH stands for Mental, Emotional, Social Health.

MESH is a new initiative founded by ThinkFun and launched at MESHhelps.org in 2022.

Experts and parents agree that kids are struggling due to the psychological effects of the COVID-19 pandemic, but evidence suggests that the issues run deeper, pre-dating the pandemic and

poised to continue long past it.

To better understand what is happening for kids and families, ThinkFun collaborated with resilience expert Deborah Gilboa, MD. Together, we published our research in a white paper and launched MESHhelps.org, inviting members of the greater toy and game industries to participate in enacting change on a larger scale.

We found that most of us assume

products like fidget toys and stuffed animals are toys that help kids with their mental health. While these provide comfort in times of mental distress, they don’t build the skills that make children stronger and more resilient. We learned that we could make a real difference by building specific MESH skills that make kids more resilient for the next time they face changes and challenges in their lives.

Through research, our team at ThinkFun identified eight skills that build resiliency in kids and teens: Problem Solving

Self-Regulation

Perseverance

Self-Advocacy

Adaptation

Cognitive Skills

To adjust oneself to different circumstances or requirements.

The abilities involved in perception, learning, memory, understanding, reasoning, and judgment.

Conflict Resolution

Communication Strategies

The ability to consider possible solutions to a difficulty that the child is experiencing.

The act of returning to an obstacle to try again to overcome it.

Identifying ways to find a peaceful resolution to a dispute.

The ability to recognize and manage emotions and behaviors in healthy ways.

The act of representing one’s own self, experience, and interests to others.

Tools for expressing and receiving information and interacting with others.

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The Four Play Patterns of MESH:

Problem Solving

Builds skills and confidence kids need to navigate change.

Created using generative AI | Source: stock.adobe.com

“We realized this idea was far bigger than just one company and would be far more impactful if we launched the MESH concept with the entire toy industry.”

Storytelling

Builds kids’ ability to explain their experiences.

Increasing Challenges With the eight MESH skills ers identify products that build culled from the research, ThinkFun MESH skills. looked for play patterns that intenAs we saw the growing mental tionally built these MESH skills. health issues in our youth populaThe team identified four main play tion, we learned that we — the toy patterns that collectively build these industry — have an opportunity to skills. They are problem solving, make a real impact on kids’ lives storytelling, increasing challenge and be part of the solution. We’re throughout the duration of play, inviting everyone to join us in the and products that draw kids and MESH effort. their adults together.

We realized this idea was far bigger than just one company Rachele Harmuth is and would be far more impactthe Head of ThinkFun., a ful if we launched this concept division of Ravensburger. with the entire toy industry.

Her ‘official’ toy industry career began at 20 This year, ThinkFun when she incorporated a focused on a goal to spread the company just to be able to word and build a multi-stakego to New York Toy Fair.

Graduating from Carnegie Mellon University a few holder task force to bring this years later with a degree in Industrial Design, she project to the industry. started designing toys professionally. Throughout In 2024, MESHhelps. her 30 years in the industry, she has been involved in design, marketing, brand management, sales, org will become a nonprofit and strategic planning with such brands as K’NEX, organization with the mission Klutz, Scholastic, Fat Brain Toys, and of course, of building kids’ resiliency ThinkFun. She is known in the industry for her enthusiasm and passion for great products that through play. Additionally, make an impact on kids’ lives. When she’s not makMESHhelps.org will launch a ing toys, she’s setting up treasure hunts, running product certification program cardboard boat races, and looking for ways to add fun to the world with her three kids. to help retailers and consum-

Builds perseverance and a tolerance for frustration.

Products that Draw Kids and Their Adults Together Builds communication and bonds that last a lifetime.

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GOOD SOUL BRANDS Bumpas Stretch | Ages: 3+ | MSRP: $14.99 Available: April 2024 This soft, comfortable, and squishy plush doll has expandable and retractable long arms and legs that can extend to approximately 2 feet in length.

Kids can enjoy satisfying crunching and snapping sensory sounds, and Bumpas Stretch’s arms and legs can connect to give kids a hug.

ABACUS BRANDS Penn & Teller Magic Lab VR | Ages: 8+ | MSRP: $64.99 Kids can discover magic with step-by-step instructions from Penn & Teller delivered via a 46-page book and a companion virtual reality app that works with the included hands-free goggles. This set leans into MESH concepts beyond magic by inspiring kids’ self-confidence, public speaking ability, and more.

CRAZY AARON’S Slime Charmers | Ages: 3+ | MSRP: $12 This collection of themed, DIY-inspired slimes features delightful scents and textures for squishy, stretchy, satisfying fun. Each slime includes themed charms and textured mixers to swirl, pull, squeeze, and fold into the slimy mix.

OPEN THE JOY House of Emotions | Ages: 4+ | MSRP: $29.99 Kids can discover, create, and celebrate the colorful spectrum of emotions with this craft kit. Little ones can customize their feelings playhouse through interactivity, surprises, and stickers designed to spark creativity, foster self-reflection, and promote emotional intelligence. Available first-to-market at Target with a wide release slated for August 2024.

FUN IN MOTION TOYS Nockles | Ages: 6+ | MSRP: $5-25 Nockles is a collection of soft, bendable, “funstruction” and fidget toys that snap together and morph into amazing shapes. Kids can expand ‘em, collapse ‘em, snap ‘em, pull ‘em, flip ‘em, bend ‘em, and pop ‘em.

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BATTAT EDUCATION Bright Explorer — Educational Light Box Playset Ages: 3+ | MSRP: $39.99 Kids can learn basic math skills while embracing imagination and creativity with this 79-piece, color-changing light-up board. It has a sensory bin, fine motor tools, translucent shapes and bugs, pattern cards, a play guide, and more.

TOP SECRET TOYS GigaPets | Ages: 5+ | MSRP: $17.99-19.99 The classic virtual pets have been upgraded with enhanced, handheld, on-the-go gaming features. Kids can learn to playfully practice emotional and social skills while interacting with new characters including VirtualUnicorn and Floppy Frog alongside reimagined versions of CompuKitty, PixelPuppy, and TechT-Rex. Additionally, Bigfoot, Nessie, and Mothman join the lineup this fall as the mysterious new breed of virtual friends: The Cryptids (pictured).

JILL SYLVESTER Planting the Seeds: Positive Energy Cards | Ages: 5+ | MSRP: $16.99 Created by Jill Sylvester, a licensed mental health therapist, this set of 24 creatively illustrated Positive Energy Cards is designed to encourage meaningful conversations between kids and their caregivers.

THINKPSYCH Roll With It: The Dice That Help You Cope Ages: 5+ | MSRP: $20 Kids can boost their emotional intelligence by learning coping strategies for different emotions through this unique foam dice set designed by psychologists.

TANGLE CREATIONS Furry Friend Tangle | Ages: 3+ | MSRP: $8 Kids can attach these soft, bendable, and tactile furry friends to their backpacks, handlebars, bed-posts, and more to keep them close. They are available in two sizes and in assorted colors, patterns, eye colors, and animal themes including Monkey, Bird, Unicorn, and more.

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ADVERTISEMENT

THE LICENSING BOOK

Introducing Yoga, Music, and Mindfulness to Kids

F

or more than a decade, Yogapalooza has entertained and calmed countless kids and their adults.

Featuring beloved music and mindfulness activities, videos, educational products, teacher’s guides, and more, children are learning crab pose at the crab shack, tree pose with a dancing bear, breathing in the colors of peaceful earth, and so much more.

Yogapalooza was created by singer-songwriter and kids yoga pioneer Bari Koral and has helped millions of preschoolers move their bodies, ease anxiety, and learn self-regulating practices while being entertained. Kids are discovering content they can enjoy on repeat to raise their spirits and find peacefulness in an increasingly chaotic and anxious world.

It started with a song but has become so much more. Koral has shown more than 100,000 educators that even just a little bit of yoga and mindfulness can create long-lasting calm and positive effects. Many teachers and parents regularly share moving testimonials and amazing success stories. Strong partnerships have developed with leading education groups such as Kaplan, Frogstreet, edWeb, Head Start, and more.

Yogapalooza kids’ yoga and music videos are widely distributed through popular streaming platforms, including YouTube Kids, Amazon Prime

Video, Roku, Happy Kids, SiriusXM, and more.

Over the past few years — and following the COVID-19 pandemic — it has become clear that kids are feeling more anxiety, stress, and isolation. Parents and educators are prioritizing kids’ mental health and looking for tools they can find to improve the social and emotional well-being of their kids and students. The right content and toys can do a lot to help support kids. For example, science shows us that four to five breaths can be enough to bring on the relaxation response.

And there is nothing more pleasing to a child than “rainbow” breathing with unicorns, hot chocolate relaxation, and so much of the magic that Yogapalooza brings to the world.

Leading toy and education companies are leaning heavily into developing STEAM and MESH products, as evidenced in many of the trends at this year’s Toy Fair in New York.

Yogapalooza is perfectly positioned to be a leading umbrella brand in the kid’s social-emotional learning (SEL) space and has hired Los Angeles-based Perpetual Licensing to assist in executing an expansion plan into toys, publishing, and other aligned product categories. 

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CULTIVATING TOY SALES

Big Farm Lights & Sounds John Deere 1:16 Scale S690 Combine with Corn & Draper Head | Source: TOMY

The Farm & Ranch Retail Channel Outpaces the Industry

by JAMES ZAHN, Editor-in-Chief

O

ver the past year, while the U.S. toy industry and many of its retail partners struggled to rebalance following years of pandemic-skewed sales numbers and subsequently clogged inventory pipelines, one often-overlooked retail channel has quietly continued to grow: Farm & Ranch.

During the 12 months ending September 2023, U.S. retailers in this channel sold $105 million in toys, outpacing the industry with 24% growth compared to the 12 months ending September 2022, according to Circana. While this channel, reported as “Farm & Fleet” in Circana data, accounts for just 0.25% of the total U.S. toy market, it’s gained 0.05 share points this year.

Some growth can be attributed to

increased interest in the farm and ranch lifestyle, partially influenced by the popularity of Paramount’s Yellowstone and other programming with rural or western themes that drive foot traffic.

“The Farm & Ranch channel continues to grow in many ways, the main being new store locations across the U.S. and Canada,” explains Annie Laurie Zomermaand, Chief Commercial Officer and Managing Director at Schleich USA. “Originally located in majority rural settings, these new locations are introducing this channel to a new consumer audience and thereby providing an introduction for our brand to shoppers who frequent farm & ranch stores.”

Tractor Supply Co., which operates approximately 2,200 stores across 49

states, opened 17 new stores in the third quarter of this year and recently outlined plans for as many as 3,000 stores. In OcA Schleich display in the toy department of a Murdoch’s Ranch & Home Supply store | Source: Schleich USA

“Through great long-term partnerships with various farm retailers, the channel will only continue to grow.”

- Annie Laurie Zomermaand Chief Commercial Officer & Managing Director, Schleich USA

52 The Toy Book | December 2023 | toybook.com

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TOP 10 TOY CLASSES FARM & FLEET RETAIL CHANNEL RANK ($)

TOY CLASS

DOLLAR SHARE

1

Traditional Plush

23%

2

Preschool Talking & Sound

13%

3

Standard Building Sets

7%

4

Ride-Ons

5%

5

Sport Activities & Games

5%

6

Water/Sand Toys & Accessories

4%

Big Country Toys at Toy Fair in New York | Source: The Toy Book

tober, the retailer opened its “Santa’s Toy Shop” gifting destination and touted Breyer, John Deere, and Schleich alongside Disney, Star Wars, and others as “Santa’s favorite brands.”

INNOVATION IN AGRI-PLAY During Toy Fair this fall, the expansion in the evergreen farm- and agricultural-themed toy category that took off before the pandemic was on full display, with offerings for every age group from infants to adults.

At the TOMY booth, Bill Walters, Senior Vice President of Ag and Vehicles showed off new products from the company’s iconic Ertl brand including an expansive array of toys firmly rooted in a unique brand of rural motorsports: Tractor Pull.

The line includes Puller Tractors, Sleds, and Haulers across multiple scales in freewheeling and pullback, plus a $400 Case-branded pedal tractor.

Meanwhile, Sunny Days Entertainment has joined a multitude of licensees — including Ertl, The LEGO Group, Ravensburger, and others — in finding success with John Deere through products spanning pop-up tents, a 55-piece Work Bench, and pretend tools, including lawnmowers and leaf blowers. Sunny Days also highlighted the equestrian side of its business through its Glam Ranch and Blue Ribbon Champions alongside farm-centric additions to its long-running

Honey Bee Acres and 7 Playground Equipment 3% Maxx Action brands.

Across the room, 8 Miscellaneous Toys 2% Schleich unveiled new additions to its growing 9 Craft Kits 2% Farm World collection while Playmobil trotted 10 Junior Building Sets 2% out extensions to its Country line. In the plush Source: Circana/Checkout Tracking Service/U.S. Toys space, new offerings from Squish12 Months Ending September 2023 able, Douglas, and Keycraft Global will begin hitting retail next spring. and dozens of others are connecting In the vehicle space, Greenlight with families by pairing innovation with Collectibles, Maisto, and NKOK were just tradition. Even home improvement rea few companies with plenty of farmtailer Lowe’s, which has expanded its toy themed trucks, tractors, and implements and game offerings in recent years, has on display. introduced plans for an expanded Farm & At the Round 2 Corp. booth, new Ranch focus in more than 300 stores.

CEO Richard Barry detailed a major In January, Mid-States Distributing commitment to the category through Co. — a co-op of 36 independent retailers the company’s recent acquisition of Big with approximately 700 stores across Country Toys. In addition to opening up North America— will kick off its annual wider distribution for the previously famiWinter Rendezvous trade show in San Anly-owned Big Country’s existing products, tonio with a two-day “Toy Extravaganza” such as the ‘Lil Bucker Bull, a toddler event connecting toymakers to buyers. bounce toy that recently went viral and Zomermaand says that success in became “TikTok famous,” Round 2’s Auto Farm & Ranch is sparking new opportuniWorld now offers a line of “Big Country ties for companies like Schleich.

Collectibles” aimed at adult enthusiasts “This growth pushes us to continue with licenses including PBR, Polaris, and developing innovative product offerings Four Sixes Ranch. that are built to last and foster playful moments for our ever-growing fans, as SOWING THE SEEDS OF SUCCESS well as creative merchandising presentaRegional chains, including Blain’s tions,” she says. “Through great long-term Farm & Fleet, Theisen’s, Rural King, Fleet partnerships with various farm retailers, Farm, Murdoch’s Ranch & Home Supply, the channel will only continue to grow.” 

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PLAYMOBIL Playmobil Country Large Farm | Ages: 4+ | MSRP: $129.99 This modern farm playset has a rotating loading crane that extends to move large, heavy loads. It comes with three figures, an assortment of animals and accessories, and features a charging station that kids can use to “charge” the large electric tractor (sold separately) using “power” from the barn’s roof-mounted solar panels.

KEYCRAFT GLOBAL Tractor Display Stand Retailers looking to make a statement can do so with this eye-catching, tractor display stand featuring 49 of Keycraft Global’s best-selling pocket money toys. The display is free with a qualifying order. Contact your Keycraft rep for details.

THE GOOD GAME CO. Not It! The Farmland Frenzy Edition Ages: 6+ | MSRP: $16 In this fast-paced game, players watch three dice tumble from the barnstyle tower and race to find a card in their hand that does not match any of the attributes on the dice. Then, they slam it on the table and yell “Not it!”

ROUND 2 CORP. Auto World Big Country Collectibles 1:64 Die-Cast Assortment | Ages: 6+ | MSRP: $8.99 This collection of true 1:64-scale die-cast vehicles includes the Huett Farms 1965 Chevy Suburban, Texaco 1973 Chevy Cheyenne Step Side, Four Sixes 2021 Dodge Ram Truck, Polaris 2020 Chevy Silverado Custom Trail Boss, PBR 2019 Ford F-150, and Mossy Oak 2019 Chevy Silverado High Country.

BABABOO & FRIENDS Farm Play World | Ages: 2+ | MSRP: $63.99 | Available: January 2024 This playset comes with 11 figures, a wooden track, a barn with a magnetic pulley and hay bales, two-sided mini puzzles, and three vehicles. It also includes a PlayTales story card to read, play, and learn from.

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TOMY John Deere Corny Dancer Ages: 2+ | MSRP: $19.99-24.99 Available: Fall 2024 Kids can move and groove with this corn-shaped feature plush that has music and motion.

MAISTO Fresh Metal Heartland Haulers Ages: 3+ | MSRP: $5.99

BATTAT B. Toys by Battat Musical Fun Farm — Interactive Toy Red Barn Ages: 2+ | MSRP: $25.99

Kids can build a fleet of vehicles inspired by rural America. Each 1:64-scale Heartland Haulers set includes a truck and a trailer. There are more than 12 to collect.

This toy barn comes with a pair of colorful balls and four farm animals that kids can use for open-ended play.

NKOK Big Ranch 8 Piece Truck with Horse Trailer Set | Ages: 3+ Coming Soon

WILD REPUBLIC Farm Ecokins | Ages: 0+ MSRP: $13.99-21.99 Available: Winter 2024

Kids can imagine adventures on the ranch with this friction-powered truck and trailer set that includes working lights and comes with a pair of horses and a rancher.

Ecokins is a line of sustainable plush animals made using 100% recycled fill and fabrics. Kids can collect an assortment of 14 animals in two sizes, 8 and 12 inch, including a horse, spotted pig, rescue dog, cow, donkey, and chicken.

THE LEGO GROUP LEGO Technic John Deere 948L-II Skidder | Ages: 11+ | MSRP: $199.99 With this 1,492-piece building set, kids can build a working replica of one of John Deere’s biggest tractors, complete with mechanical and pneumatic functions.

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The Romper trike | Source: Droyd

NEW IN TOWN

DROYD: INNOVATION ON WHEELS A new player in the ride-on space balances safety and style.

by SAMANTHA CONNELL, Assistant Editor

I

n an era of extensive screen time and social media use, some parents wish that their kids would engage in longer periods of outdoor, active play. Droyd is answering the call by creating innovative ride-ons that parents can feel comfortable letting their young ones use to whip around the neighborhood. The creators behind Droyd have more than 20 years of experience producing electric vehicles, and boast an understanding of how to achieve the perfect cumulation of safety, performance, reliability, and excitement.

Following the launch of its Wheeler and Blipper e-bikes Source: Droyd and the Big Wheel-inspired Romper trike, Droyd is powering ahead with a trio of new offerings to extend the brand. The Zypster GoKart and Fury all-terrain vehicle (ATV) join the lineup this month, followed by the Nugget scooter this spring.

SAFETY IS IN ITS DNA Vice President Thuan Tran believes that the early success of Droyd can be traced back to its dedication to safety.

“Our electric rideables are unique … due to the innovative safety features we’ve built into the design,” Tran says. “Safety is consistently kept in mind throughout the process of building our brand and each of our products, to ensure Droyd is a brand that both parents and children can trust.”

Droyd features include slow-start acceleration, speed locks, electromechanical brakes, LED lights, and parental speed control. According to Tran, “Everything Droyd offers undergoes testing and certification to meet today’s safety standards; this includes UL, ASTM, or CPSC guidelines.”

THE NEW POWER TRIO The Zypster is a 24-volt, two-speed mini electric go-kart for kids ages 3 and up. Available in pink or teal, the Zypster has a steel frame and a plastic body to handle extensive playtime. Kids can also lean against the backrest for a more comfortable ride, a factor that is important to

Droyd. “We consider how a child will feel in the driver’s seat, and what adjustments they can make to fit their comfort levels,” Tran says.

The Nugget is an 18-volt electric scooter that comes in pink and blue and was crafted with toddlers in mind. It has big, googly, welcoming eyes, and has a maximum speed of 3 mph.

The final new entry to the lineup is the 36-volt Fury ATV (pictured left) for ages 6 and up. The four-wheeler can handle the excitement of an 8-year-old zipping down the block at speeds of 10 or 15 mph as it’s built with a fully plastic body that rests on a steel frame atop four pneumatic tubeless tires. Kids also have an opportunity to get creative with customizable graphic details.

As the Droyd catalog increases and new designs become a reality, retailers and consumers will discover new products to spark kids’ appetites for adventure.  Samantha Connell is an Assistant 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.

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IDEA TO INNOVATION

Turbo Edge Riders Raptor Racers Track Set Source: VTech

An Inventor’s Idea Meets VTech’s Product Development Expertise

by TRINA MCFARLAND, Owner and General Manager, TinkerTini

V

Tech has been a pioneer and world leader in electronic toys for more than 45 years. With its core values centered on innovation and play value, the company is now turning the corner to explore how its unique strengths and expertise can be applied to other categories with the help of inventors.

One of VTech’s last licensed inventor concepts was back in 1991 when it secured Big Monster Toys’ Electronic Talking Murduck, so it’s been some time since its team actively engaged with outside inventors. In 2021, VTech’s doors reopened to inventors, and, as luck would have it, an inventor concept was submitted shortly thereafter called Ridge Runners. The submission sizzle reel featured exactly what the toy business needs from inventors: A proof-of-concept prototype shown in action. And it was very much that — a simple vehicle prototype, batteries exposed, riding and whizzing down a cardboard track in someone’s living room.

Ridge Runners inventor Jim Siegrist

recalls just how crude the original models were. “The white plastic racers you see in the prototype photos are made from sprinkler pipe,” he says. “I bought long tubes of it and used a Dremel drill to slice open the pipe and a heat gun to flatten the pipe into usable PVC sheets. Then I used wood molds to hand mold the hot plastic sprinkler pipe sheets into the car bodies.”

But toymakers are used to seeing early-stage prototypes and this was enough to begin the preliminary review process.

Some of the early questions asked within the company were: • Is it a marketable concept?

• Does it stand out from other toys?

• Is it safe and cost-effective?

• Does it deliver on play value?

After much internal discussion, VTech decided to invest its product development magic and expertise to reimagine Ridge Runners into a production-ready, mass-market toy. During the product development phase, more questions were posed among the team.

• What stunts could be performed on a cardboard track?

• How could kids customize and expand the track?

• How could the track sets and vehicles be themed for multiple sets?

• How would the track be stabilized?

Finally, VTech answered all of those questions and more, successfully turning the Ridge Runners concept into a new eco-friendly track system: Turbo Edge Riders! It’s been a long journey from PVC pipes to shelves, but when great ideas are met with expertise, resources, and commitment from a company like VTech anything is possible!  Trina McFarland is the owner and General Manager of TinkerTini, a full-service inventor relations agency. In 2020, she launched Tinkerly, a first-ofits-kind innovation platform for managing external innovation outreaches, connecting more than 500 global inventors with toy and game manufacturers and licensors.

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Created using generative AI. | Source: stock.adobe.com

SUSTAINABLE & ECO-FRIENDLY HONEYSTICKS Jumbo Stencils and Crayons Activity Set Ages: 1+ | MSRP: $28.95 With this set, kids can create art featuring different creatures in nature. The pack comes with six jumbo stencils and eight beeswax crayons.

PLAYMOBIL Horses of Waterfall Collection | Ages: 5+ MSRP: $10.99-79.99 | Available: 2024 Kids can become part-time ranchers with this new collection of figures and playsets. Waterfall Ranch, a fully-furnished home complete with a stable, is the centerpiece of the line. All toys in the Horses of Waterfall range are made using more than 80% sustainable materials.

PLUS-PLUS 1) Puzzle by Number Earth | Ages: 5+ MSRP: $34.99 Kids can put together a map of the world using this color-by-number puzzle. Each number has a corresponding color that is put together to make a view of the Atlantic Ocean.

GUND Sustainably Soft Dolls Ages: 0+ | MSRP: $20 Kids can snuggle up with GUND’s collection of dolls made from 100% recycled materials. These six machine-washable dolls each come with different hair colors and skin tones.

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SUSTAINABLE & ECO-FRIENDLY WILD REPUBLIC Green Guardians | Ages: 3+ | MSRP: $35.99 Kids can help take care of animals and the planet with the Green Guardians, biodegradable playsets that come with a vehicle, a human guardian, and an animal.

LUKE’S TOY FACTORY Luke’s Big Box of Toy Trucks | Ages: 3+ | MSRP: $99.95 Kids can wheel around the house with this box of trucks.

The set comes with five vehicles, including the Recycling Truck, Fire Truck, Stake Truck, Tipper Truck, and the Cargo Truck. Each truck is made with 30% reclaimed maple sawdust.

EEBOO Picnic Lunch Shaped Spinner Game Ages: 3+ | MSRP: $23.99 The goal of this game is to collect each part of the picnic: the main course, a fruit, a vegetable, a dessert, and more. The first kid to collect the entire meal wins.

DR. ZIGS Bubble Pollinator Kit | Ages: 3+ | MSRP: $31 Kids can help the bees with this kit by collecting pollen from flowers and blowing bubbles using a bamboo straw. The non-toxic, biodegradable bubbles come in a 100% recycled plastic bottle.

PLAYPER Curious Kingdom: Catapult Playset Ages: 3+ | MSRP: $24.99 Kids can engage in a world of fantasy with these 100% recyclable paper toys, including a working catapult, accessories, and four characters.

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PLAYMONSTER Wild Scenes | Ages: 3+ | MSRP: $17.99 Kids can learn about wild animals and their environments with these sets that pair imaginative play with gardening. Each set is made from recycled material and comes with animal figurines, seeds, and accessories to create their habitat.

ROYLCO Felt Architect | Ages: 4+ | MSRP: $29.99 Available: Spring 2024 With this set, kids can use felt shapes to identify patterns and create sequences. The kit comes with 108 felt pieces, flash cards, and more.

BEGIN AGAIN TOYS Poseable Safari Animals Ages: 18 MOS+ MSRP: $9.99 Toddlers can go on a safari with this collection of animals with poseable legs. The lineup includes a giraffe, an elephant, and a lion that are made with sustainably harvested rubberwood.

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BACKSTORY

A Rosy Century of Cra-Z Resilience

T

by MADISON PATTERSON, Editorial Assistant

oday RoseArt is synonymous with childhood. Its art sets and supplies color the country while its toys have sustained generations of kids’ playtime. Managing to keep that company, which celebrates its 100th anniversary this year, afloat, relevant, and thriving through depressions, recessions, fires, and the changing of hands has been anything but easy.

It’s a legacy sustained by, and built upon, family.

RoseArt was originally conceived as RoseBud. “My grandfather Isidor, who founded the company, named it after my father, Sydney, who was the ‘rosebud’ of his eye,” shares Lawrence Rosen, Chairman and Founder of LaRose Industries, parent company of RoseArt and Cra-ZArt. Thus, family was in the RoseBud DNA from the start.

The first items produced by RoseBud were learn-to-draw books designed by Isidor, which, when shown to department store titan Macy’s, prompted a commission to create games. The first of Isidor’s games, Big Apple, sold 50,000 units instantly. The company was born.

“The key reason for the company’s longevity is being on the pulse of what kids crave.”

- Lawrence Rosen, Chairman, LaRose Industries

Besides Big Apple, with its strikingly painted Red Delicious motif, another notable moment in game history was

RoseBud’s Popeye Ring Toss Game, which was developed in 1931. The game objective was simple: toss a cardboard ring onto Popeye and Olive Oil posts to score points. But its simplicity belied its charm; Popeye Ring Toss Game became one of RoseBud’s most popular games during this era, selling more than a million units and helping guide the company through the challenges of the Great Depression.

Its leader’s innovation, too, was a key factor in that survival: “Syd was not only recognized for his sharp eye for toy trends but also as a pioneer in manufacturing and product design, holding numerous toy patents,” Rosen says. “He had a special genius for inventing fun and practical products.” RoseBud became the largest manufacturer of chalk and bulletin boards in America, selling tens of millions and, according to Rosen, Sydney became

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known as the “King of the slate and chalkboard business.”

But as the company grew, RoseArt’s ability to perceive and pivot, both in ideation and production, became essential.

“The key reason for the company’s longevity is being on the pulse of what kids crave,” Rosen says. “Also key is that RoseArt is a prime toy manufacturer with more than 1 million square feet of manufacturing space in the U.S. — the largest U.S. ‘footprint’ in the industry. We own America’s largest pencil factory and are the fastest-growing U.S. puzzle manufacturer. All of this enables us to efficiently, effectively, and quickly bring products to market.”

Premium Watercolor Pencils | Source: LaRose Industries

The challenges to RoseArt haven’t exclusively been left in the distant past either. In 2005, RoseArt was sold to Canada’s MEGA Brands, which was subsequently acquired by Mattel in 2014.

Rosen soon thereafter founded Cra-Z-Art, which then brought RoseArt back into family hands through the 2021 acquisition of Mattel’s arts and crafts business.

Since Cra-Z-Art’s inception, Rosen and the company have veered from the reactionary, pioneering the enduring

slime toy trend and corralling several strategic licenses. Regarding Cra-ZArt’s success, Rosen credits a balance of analytics in predicting consumer behavior, and of tapping into the RoseArt team’s deep well of creativity.

Rosen also emphasizes RoseArt’s push toward stateside manufacturing and its non-toy art materials as a major boon to its staying power.

“We’ve diversified into wooden toys, as well as adult art materials, increased manufacturing square footage, added an injection-molding division along with blow-molding machines, and highly automated The Cra-Z-Art booth at Toy Fair in New York this fall was decorated to celebrate 100 years of RoseArt. | Source: LaRose Industries mixing and filling equipment in our state-of-the-art facilities here in the the resilience that has made 100 years of U.S.,” he says. inspiring creativity look easy: So what does the future hold for a “In 1985, RoseArt suffered a devastatcompany a century in the perfecting? ing fire, destroying our headquarters and Fittingly, Rosen and the company are all of our manufacturing facilities. The taking the opportunity to capitalize on the prospect of RoseArt surviving was dim. past. “Because of the heritage of RoseArt, However, at that point, Dad explained to we’re excited to introduce a nostalgia line us the meaning of the phoenix, the bird of science kits next year similar to the rising from the ashes. Inspired, we knew packaging and kits that the company origwe had to charge forward and my brother inally started selling in the 1950s. We’re Jeff and I then took the helm of the comalso introducing more wood, construction pany and built it into an empire.”  toys, and art materials as well as more Madison Patterson is dynamic puzzles and games.” an Editorial Assistant at The Rosen family’s journey to The Toy Book, The Toy Intriumph in shaping the ever-pivoting sider, and The Pop Insider.

When she isn’t writing, company, however rose-colored it may the Seattle native can be be upon reflection, has been no mean found reading the classics, feat. Yet the Rosen perspective speaks to watching football, and scouring the city for New York’s best vintage.

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Play patterns may, for the most part, stay consistent, but toys themselves are constantly changing. The industry is now full of buzzy acronyms: There’s STEAM, MESH, AI, AR, VR — and lots of thoughtful iteration to keep kids playing. How many of these innovative products and people can you identify?

7. THREE VISIONARIES STARTED THIS COMPANY IN 1994 WITH $10,000 AND A SINGLE PRODUCT. NAME THAT COMPANY, WHICH IS NOW AN INTERNATIONAL POWERHOUSE THAT PURCHASED BOTH HEXBUG AND MELISSA & DOUG.

1. ABC’S BACHELOR FRANCHISE ISN’T THE ONLY BRAND TO EMBRACE SENIORS THIS YEAR. WHICH CLASSIC HASBRO BRAND CELEBRATED 70 YEARS WITH A SENIOR ITERATION OF ITS STAR?

2. WHAT DOES THE “A” STAND FOR IN “STEAM”?

Source: Mego Corp.

B. ASTRONOMY

5. THE JUST-RELEASED, INTERACTIVE 2XL COBOT FROM MEGO CORP. CAN SPEAK TO ONE OR MULTIPLE PEOPLE, OFTEN EASING SOCIAL SITUATIONS. HOW MANY DIFFERENT LANGUAGES DOES IT SPEAK?

C. ARTS

A. 10

D. ARTIFICIAL INTELLIGENCE

B. 30

3. FIRST, WE LOVED PICTIONARY, THEN PICTIONARY AIR, THEN PICTIONARY AIR 2. WHAT IS MATTEL’S LATEST VERSION OF THIS IMAGINATIVE GAME?

C. 50

A. ARCHITECTURE

D. 100 E. 150

8. G.B. PILLAI FOUNDED THIS ECOFORWARD COMPANY IN 1979 WITH A MISSION TO EDUCATE KIDS ABOUT NATURE, CONSERVATION, AND THE ENVIRONMENT — AND HE RECENTLY PASSED THE BATON TO HIS GRANDSON, VISHNU CHANDRAN. WHAT IS THE NAME OF THAT COMPANY?

9. EVER SINCE THE FIRST HESS TOY TRUCK, A GAS TANKER, ENTICED US WITH THE LINE “IT’S BETTER THAN EVER,” COLLECTORS HAVE ANTICIPATED EACH ANNUAL ITERATION. WHEN WAS THE FIRST HESS TOY TRUCK RELEASED? A. 1948

4. IN 1986, WHICH DOLL BRAND BROKE BARRIERS BY DISRUPTING TRADITIONAL PLAY PATTERNS THAT EITHER FOCUSED ON NURTURING INFANTS OR DRESSING FASHIONABLE TEENS?

6. “MESH” IS ONE OF THE NEWEST ACRONYMS TO ENTER THE TOY WORLD AND PROMOTES RESILIENCY THROUGH PLAY. WHAT DOES THE ACRONYM STAND FOR?

B. 1964 C. 1944 D. 1951

ANSWERS: 1. The Potato Head brand with the introduction of Yamma and Yampa 2. C. Arts 3. Pictionary Vs. AI 4. American Girl 5. B. 30 6. Mental, Emotional, and Social Health 7. Spin Master 8. Wild Republic 9. B 1964

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COMPLIANCE & REGULATIONS

From The Toy Book Archives: 1993

TYRANNOSAURUS ROCKS (MATTEL) Tyrannosaurus Rocks is a skill-building game of balance for kids ages 5 and up that’s built upon the enduring popularity of dinosaurs. It takes a steady hand and a light touch to keep from disturbing the dinosaur. If kids set him off, he’ll go berserk and rock and roar to life!

CD-ROM MODELS (REVELL-MONOGRAM) These CD-ROM model instructions make model building more understandable for kids. Introduced at Toy Fair, the sets include European Racers, Muscle Cars, and High-Tech Aircraft.

BIG SCREEN MICROSCOPE (TASCO) This Big Screen Microscope stands 12 inches tall and features a 40X projection lens with two easy-to-use focusing knobs.

BARCODE BATTLER (IRWIN) Irwin’s new Barcode Battler uses barcodes, including those on household products, to add game effects like energy points and attack factors.

SEGA GAME GEAR ACCESSORIES (NUBY) Nuby has accessories for SEGA Game Gear, including the Game Gear Magnifier and the Game Gear Power Pak. Also newly available are an AC/DC adapter and a car lighter adapter for gaming on the go.

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