The Toy Book - February 2021

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FEBRUARY 2021

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Volume 37, No. 1 — Published by Adventure Media and Events LLC

Group Publisher Jackie Breyer jackie@toybook.com

DEPARTMENTS 26

Editor’s Viewpoint

38

28

Industry Update

30

ASTRA’s Insights

112 Talkin’ Toys: Nickelodeon

31

Toy Association Update

34

Stat Shot: U.S.

36

Stat Shot: Canada

84 What’s New

122 Activities & Construction

Toy Insider Events

238 Pop Quiz with

Wendy Smolen 240 Outside the Box

121 Marketing Memo

241 Industry Marketplace

228 Property Profile: Bluey

242 Flashback:

February 2001

236 Backstory: National

Toy Hall of Fame

2021 TOY LAUNCHES 160

194 DOLLS & PLUSH

208 OUTDOOR & ACTIVE

143

174

Infant & Preschool

GAMES & PUZZLES

VEHICLES & ACTION FIGURES

218

42 The COVID-19 Curveballs And What’s Next for 2021

Marissa DiBartolo marissa@toybook.com Ali Mierzejewski ali@toybook.com

Associate Editor Madeleine Buckley mbuckley@toybook.com Editorial Assistant Nicole Savas nicole@toybook.com Editorial Interns Alex Aiello alex@toyinsider.com Ria Malatesta ria@toyinsider.com Rocco Marrongelli rocco@toyinsider.com

features 40 Trending in Toyland The Toy Insider gives early insight on top toy trends for 2021.

Senior Editors Jackie Cucco jc@toybook.com

James Zahn james@toybook.com

IMPULSE & COLLECTIBLES

32 Toy Industry Shows Resilience in 2020 The U.S. Toy Industry Hits Record Sales Despite Pandemic

Editor-in-Chief Maddie Michalik maddie@toybook.com

68 The Industry Pivots Carrying on During a Pandemic 70 Current Status: Surviving These small businesses are weathering the COVID-19 storm.

81 Is This the End of the Master Toy Licensee?

Major Shifts Occur as the Slicensing Era Continues

46 State of the Industry Q&A Dozens of top toy industry leaders, retailers, and manufacturers weigh in on toy trends, hot topics, business strategies, and more in the Toy Book’s annual Q&A.

226 Iconic Toys Through Time A Look at Some Classic Toy Brands and How They Got Their Starts 230 Accelerating Change COVID-19 pushes Mattel, Funko, and others to pivot and prevail.

232 Classic Play Faces the Future at CES Traditional toys get a touch of tech at this year’s virtual show.

234 The Gaming Industry Just Pressed Restart The next generation of video games is here. Now what?

On the cover (alphabetically by manufacturer): Beyblade Burst Pro Series (ADK Emotions NY/Hasbro); National Geographic Gemstone Soap Activity Kit (Blue Marble); FGTeeV Mystery Controller Pack (Bonkers Toys); Cats vs Pickles (Cepia); Teach Tech KC3 (Elenco); Disney Raya and the Last Dragon Raya Warrior Doll (Jakks Pacific); Winner’s Stable Doll and Horse Set (Just Play); de.bored Puzzle (Kess); LeapBuilders Blue’s Clues & You! Handy Dandy Clue Tracker (LeapFrog); Spike the Fine Motor Hedgehog Fidget Friend (Learning Resources); Barbie (Mattel); Secret Crush Mini Pets (MGA Entertainment); Kindi Kids Big Sister Pearlina, Tom & Jerry Plush (Moose Toys); Blue’s Clues & You! Storytime with Blue (Nickelodeon/VTech); Latchkits Yarnimals (PlayMonster); Batman Bat-tech 4-inch figure (Spin Master)

Art Director Joe Ibraham joe@toybook.com Production Director Bill Reese bill@toybook.com Director of Sales & Marketing James Devin jd@toybook.com Sales Executive Stephanie Infantino stephanie@toybook.com Controller/Office Manager Lori Rubin lrubin@adventurepub.com

U.S. Corporate Headquarters President Laurie Schacht laurie@toybook.com Adventure Media and Events LLC 307 7th Avenue, #501 New York, NY 10001 Phone: (212) 575-4510

The Toy Book Volume 37, No. 1 THE TOY BOOK (ISSN-0885-3991) is published bi-monthly by Adventure Media and 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 © 2021 Adventure Media and Events LLC. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including 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 and Events LLC. Registered in the U.S. Patent & Trademark Office. Postmaster: Send address changes to: Toy Book, c/o Adventure Media and Events LLC., 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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EDITOR’S VIEWPOINT

THE INDUSTRY THRIVES AGAINST ALL ODDS

by MADDIE MICHALIK, editor-in-chief IT’S HARD TO BELIEVE THAT DURING this time last year, we were all gathered together at the Javits Center for Toy Fair New York — and that just a couple of weeks later, everything changed.

I flipped through our February issue from last year, and it’s almost unsettling to remember that we had no idea about what was coming. We mentioned a novel coronavirus once or twice throughout the magazine, but nobody predicted the global impact and events to follow. In my letter for that issue, which went to print at the end of January 2020, I even wrote, “I can’t help but feel a collective sense of uncertainty about the year ahead.” Well, talk about a massive understatement.

And this year feels weird, right? In some ways, it’s almost as questionable as 2020 was. While we finally have Zoom meetings, virtual showroom setups, and digital events down to a science, it feels strange not to know when we’ll meet again, whether it will be in Dallas in October or Hong Kong in January. Raise your hand if you REALLY miss spending five straight days (or longer) surrounded by all of your industry colleagues while catching up, networking, and, of course, playing with new toys!

Despite the absence of Toy Fair New York this year, our editorial staff is proud to present you with our largest issue of the year, packed with everything you need to be prepared for the year ahead. Our team worked countless hours to feature as much valuable information as possible in this issue, including new product launches, top trends, sales stats, expert commentary, and so much more.

As you flip through this issue and read each article, you’ll find similar themes.

They recount the circumstances that we, as an industry, had to face in 2020, but then something amazing happened: We overcame the odds. We told the stories of specialty store owners who not only survived, but thrived, during the pandemic.

We told the stories of an industry that hit

“I laugh, hug, and interact — and point toward a brighter tomorrow. I’m the doll Hope.” record sales. We told the stories of manufacturers that — against all odds — kept production going to get toys in the hands of kids who needed them. And that’s what the power of play is all about.

Play is so powerful, in fact, that the industry grew 16% in 2020, exceeding $32.6 billion for the first time in history.

Read more from The NPD Group’s Vice President and Industry Advisor of Toys Juli Lennett on page 32.

To be completely candid, while there were incredible successes in 2020, we have to acknowledge that not everyone felt those effects. There are manufacturers and retailers that are still struggling from the ongoing impacts of the pandemic, and I hope that a comeback for all of those who are hurting is on the horizon.

Be sure to read through our annual State of the Industry features, which

include commentary and predictions from industry leaders, retailers, and manufacturers. Turn to page 46 for an extensive executive Q&A with valuable insights about the year ahead, and to page 40 for the Toy Insider’s forecast on top toy trends. We also have hundreds of pages of new toy content across all categories starting on page 84.

We have so much more inside this magazine! I sincerely hope you enjoy this issue of the Toy Book. Until next time! » Maddie Michalik is the editor-inchief of the Toy Book and senior editor of the Toy Insider and the Pop Insider. She reports on new products and toy industry trends and has been featured on broadcast TV segments in the U.S. and Canada. Reach her at maddie@toybook.com.

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INDUSTRY UPDATE

POKÉMON KICKS OFF 25TH ANNIVERSARY CELEBRATION

The Pokémon Co. International revealed plans to celebrate its 25th anniversary. Pokémon will team up with Universal Music Group for P25 Music, a yearlong collaboration that will produce new songs, styles, and other music moments with a Pokémon twist.

So far, the collaboration includes new content from Katy Perry and a virtual concert featuring Post Malone.

Throughout this year, Pokémon plans to collaborate with many brands for exclusive anniversary products, including Build-A-Bear Workshop, General Mills, Levi’s, McDonald’s, Mattel, Funko, Jazwares, and more. »

THE TOY ASSOCIATION REVEALS 2021 TOTY AWARD WINNERS

Due to the ongoing COVID-19 pandemic, this year’s Toy of the Year (TOTY) Awards were presented virtually during a special online presentation on Feb. 12.

After carefully examining 557 nominees submitted by 205 companies, a panel of 18 industry experts determined this year’s 117 finalists across 16 categories. Following a voting period, The Toy Association awarded one winner in each category, plus two People’s Choice winners and a Toy of the Year winner. The winners were: • Action Figure of the Year: FisherPrice #ThankYouHeroes Line (Mattel) • Collectible of the Year: LEGO Super Mario Character Packs (The LEGO Group) • Construction Toy of the Year: LEGO Star Wars the Razor Crest (The LEGO Group) • Creative Toy of the Year: Crayola Colors of the World Crayons (Crayola) • Doll of the Year: Barbie Color Reveal (Mattel) • Game of the Year: Pokémon Trading Card Game Battle Academy (The Pokémon Co. International) • Infant/Toddler Toy of the Year: Fisher-Price Laugh & Learn Grow-the-Fun Garden to Kitchen (Mattel) • Innovative Toy of the Year: Star Wars The Child Animatronic Edition (Hasbro)

• License of the Year: Star Wars: The Mandalorian (The Walt Disney Co./Lucasfilm) • Outdoor Toy of the Year: Ultimate Go-Kart (Radio Flyer) • Playset of the Year: LEGO Super Mario Bowser’s Castle Boss Battle Expansion Set (The LEGO Group) • Plush Toy of the Year: Star Wars The Child 11-inch Plush (Mattel) • Preschool Toy of the Year: PAW Patrol Dino Patroller (Spin Master) • Specialty Toy of the Year: LEGO Ideas Grand Piano (The LEGO Group) • STEM/STEAM Toy of the Year: Mega Cyborg Hand (Thames & Kosmos) • Vehicle of the Year: Playmobil Back to the Future DeLorean Time Machine (Playmobil) • People’s Choice Award: The Original Spawn Action Figure and Comic Book Remastered (McFarlane Toys) and Story Time Chess (Story Time Chess) • Toy of the Year: Star Wars The Child Animatronic Edition (Hasbro) »

GENIUS BRANDS ACQUIRES CHIZCOMM LTD. Genius Brands International Inc. has completed its previously announced acquisition of ChizComm Ltd. and ChizComm Beacon Media.

The acquisition adds PR capabilities to the Genius Brands business with

instant footing in the toy industry and kids’ entertainment space, along with an in-house media research, planning, and buying division.

Under the new deal, ChizComm and ChizComm Beacon Media operate as independent subsidiaries of Genius Brands. Harold Chizick remains CEO of ChizComm Ltd. and ChizComm Beacon Media, with Jennifer Chizick serving as chief operating officer and Donna MacNeil as president. Kathleen Campisano remains global chief marketing officer of ChizComm and general manager of ChizComm Beacon Media. »

LAROSE INDUSTRIES ACQUIRES MATTEL ARTS, CRAFTS BUSINESS, INCLUDING ROSEART

LaRose Industries LLC — better known as Cra-Z-Art — acquired Mattel’s arts, crafts, and stationery (AST) business.

The deal, which includes the RoseArt and Rose Moon brands, reunites the family business under one roof and under Lawrence Rosen’s leadership.

Isidor Rosen founded RoseArt in 1923, and Canada’s Mega Brands — makers of Mega Bloks — bought the brand in 2005. Mega Brands was subsequently purchased by Mattel in 2014.

With the acquisition of Mattel’s AST

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business, Cra-Z-Art will now be the home to products including the USA Gold and USA Titanium Pencils and Scribble Stuff, which will anchor the company’s new writing division. Cra-Z-Art will take control of the largest pencil factory in the U.S., Rose Moon in Lewisburg, Tennessee. The move strengthens Lawrence Rosen’s goal of significantly increasing production in the U.S., which got a boost last year with the opening of a new facility in Florida. »

TRU KIDS BRANDS QUIETLY CLOSES BOTH TOYS “R” US STORE LOCATIONS

Just 13 months after opening their doors, Tru Kids Brands’ Toys “R” Us stores at the Houston Galleria and the Westfield Garden Mall in Paramus, New Jersey, have gone out of business. The stores quietly closed last month.

These small-scale stores launched in 2019 around an idea of experiences and open play spaces, where kids could experience new toys right out of the box.

Following the holiday season, both Toys “R” Us locations were promoting “50% Off Everything” sales — excluding LEGO and Nintendo. The Galleria location soon went 75% off until the store closed last month. Both the Houston Galleria and Garden State Plaza stores — which had been very active on social media — posted their final entries on Facebook and Instagram on Jan. 4. »

VTECH, LEAPFROG DEBUT NEW ECO-FRIENDLY TOY COLLECTION

VTech revealed a new lineup of products that continues its push toward replacing fossil-based plastics with sustainable alternatives by 2030.

Three eco-friendly vehicles in the Go! Go! Smart Wheels line are new for this year, which are made from plant-based plastic. The Sort & Recycle Ride-on Truck is made from reclaimed plastic.

Additionally, VTech is sourcing materials from responsibly managed forests certified by the Forest Stewardship Council for two new wooden toys: the Touch & Learn Nature ABC Board and the Interactive Wooden Animal Puzzle.

LeapFrog will also introduce new, sustainable products with the Choppin’

Fun Learning Pot, a playset that features vegetables and accessories made from plant-based plastic. »

LEGO, UNIVERSAL MUSIC GROUP LAUNCH VIDIYO BRAND WITH AR MUSIC APP AND PRODUCTS

The LEGO Group and Universal Music Group (UMG) have partnered for Vidiyo, a new app-based platform that kids ages 7 and up can use to create music videos.

Kids scan in LEGO mini-figure bandmates and different augmented-reality (AR) visual and sound effect BeatBits squares to customize their videos, which they can set to a variety of popular tracks from UMG artists.

This is the first project to come from The LEGO Group and UMG partnership, which the companies announced last April. The first LEGO Vidiyo products will launch on March 1. »

CRAZY AARON’S LAUNCHES COLORCHANGING SOAP AND HAND SANITIZER

As we enter the second year of the COVID-19 pandemic, Crazy Aaron’s is keeping up with the demand for sanitizing products with Clean with Color, a collection of hygiene products for kids.

The line includes four hand sanitizers in dinosaur, mermaid, outer space, and princess castle designs; and three scented, color-changing hand soaps. »

a tabletop home game in 2009. For the Whac-A-Mole game show, the game will be reinvented as “an elimination competition during which opposing teams will use their skill, strength, and endurance to face off to become the ultimate WhacA-Mole champion.” Mattel says that the unscripted series will feature races and obstacle courses alongside a life-size Whac-A-Mole, and what they promise will be “a surprising twist that will awe participants and audiences alike.” »

HERO COLLECTOR CONTINUES U.S. EXPANSION WITH MARVEL MUSEUM COLLECTION Last year, Eaglemoss began a major push into the U.S. market with its growing Hero Collector range of premium pop culture collectibles. This year, the brand enters the next phase of its expansion through a collaboration with Walmart.

In May, the brand will release a line of Hero Collector Marvel Museum prop replicas at Walmart. The first wave of these hand-painted, polyresin collectibles includes Iron Man’s Mark VII Helmet, Black Panther’s Mask, Thanos‘ Infinity Gauntlet, Captain America’s Shield, and Thor’s Mjolnir Hammer. Each item in the Hero Collector Marvel Museum series stands between 6-8 inches tall. »

MATTEL TV, FREMANTLE DEVELOPING WHAC-AMOLE GAME SHOW

Following the recent news that The UNO Game Show is in development from Mattel Television and Propagate (Running Wild with Bear Grylls, Chopped), Mattel Inc. is partnering with Fremantle (American Idol, The Price is Right) to develop a game show inspired by the classic arcade game Whac-A-Mole.

Whac-A-Mole has been a staple of arcades, carnivals, and family entertainment centers since Bob’s Space Racers first started marketing the game back in 1976. Mattel adapted Whac-A-Mole into

Hero Collector Marvel Museum prop replica

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ASTRA’S INSIGHTS

BRINGING 2020 LESSONS INTO THE NEW YEAR Let’s do this … again!

by SUE WARFIELD, interim president, American Specialty Toy Retailing Association STARTING A NEW YEAR HAS NEVER felt better!

2020 may be a time that we all want to forget, but to me, it was a year that has made us all deal with change like never before, and it has shown us that we should never become complacent.

2020 was definitely one of the most difficult years we all have encountered.

ASTRA’s staff was drastically reduced; manufacturers faced smaller, yet more frequent, orders and more limited product availability; retailers had to close or limit capacity in their stores with reduced staff; and reps had to work with their retailers without seeing them in-person. Trade shows were canceled. We watched as a virus ravaged our country and the rest of the world, with many of us losing loved ones to COVID-19. We saw injustices as our country became more divided over inequalities in our human experiences — both personally and politically.

And yet, through it all, we displayed amazing ingenuity as we faced the challenges, weathered the storms, and pushed ourselves to the limit. We can often be our best when faced with chal-

Employees at Wonder Works in Charleston, South Carolina wear face masks to help customers shop safely amid the coronavirus pandemic.

lenges. They make us step back and truly examine who we are, what we believe in, and where we want to be. Being in uncomfortable situations forces us to look within for the strength to overcome. In tough times, our best qualities can emerge when we focus on finding good solutions.

Strength, fortitude, creativity, and continued focus — despite all odds — are the best qualities of our industry. We have used these qualities to reinvent the way we do business and how we work together. Community and the commitment to play have not only held us together, but also made us better realize that working toIn 2020, ASTRA retailer Legacy Toys in Ely, Minnesota gether is what got us through this offered home delivery service to its customers during crazy year and will continue to get us the height of COVID-19 pandemic. through the years to come.

Here’s how ASTRA is working to business, and lean on each other more help our industry stay strong this year: than ever, even from a distance — and • ASTRA Winter Camp, which took we did all of these things better than place from Feb. 20-23 we would have ever imagined. These • Kit and game virtual events lessons will continue with us this year, • Zoom gatherings to keep us all strengthening our reserves and feeding connected throughout the year our growth, both personally and profes• Regional in-person get-togethers sionally. Having gone through 2020 and (as gathering restrictions relax) welcomed 2021, we know we can indeed • Best Toys for Kids Awards turn immense challenges and adversity • Excellence Awards into new ideas, opportunities, and future • Marketplace & Academy in Minneprosperity. C.S. Lewis said it best: “There apolis: Aug. 5-8 are far better things ahead than any we • Educational sessions relevant to leave behind.” current issues 2021, we are ready for you! » • On the Road: ASTRA will be visiting members at their workplace (as travel and Sue Warfield, interim president gathering restrictions relax) of the American Specialty Toy • Neighborhood Toy Store Day 2021 Retailing Association (ASTRA), • Online resource sharing has more than 30 years of experience working in the toy • New and innovative ideas as we industry, including owning work with our Innovation Council and our a retail store, being a sales volunteer committees representative, and working with her husband in a In 2020, we had to change the way manufacturing business. we did business, learn new ways to do

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TOY ASSOCIATION UPDATE

OFFERING ONLINE EVENTS FOR THE TOY INDUSTRY The Toy Association offers a mix of digital and physical business opportunities this year.

by KRISTIN MORENCY GOLDMAN, senior communications specialist, The Toy Association AS THE TOY COMMUNITY EMBARKS on a new year that is once again filled with challenges and opportunities, The Toy Association is committed to offering a mix of digital and physical events that will help toy companies grow their businesses and brands.

“Our key focus right now is to enable toymakers to bring their products to market, and to connect retailers with innovative toys and brands,” says Kimberly Carcone, vice president of market events at The Toy Association. “We are proud to share that we remain optimistic about the future of play, and keyed into what is possible by concentrating on our digital business offerings, bringing the industry back together for Toy Fair Dallas in October, and holding our next in-person Toy Fair New York in February 2022.”

The Toy Association successfully helped toy companies forge ahead in 2020 amid a lack of live events with its Toy Fair Everywhere digital market weeks, which attracted more than 3,000 buyers from more than 60 countries, proving the global potential of the platform for doing business despite travel restrictions and different time zones. As of this month, Toy Fair Everywhere will further establish its position as the toy industry's first and only year-round platform, making new business opportunities possible for companies every single day.

Virtual private product preview events were also held in 2020, creating new avenues for nearly 400 toymakers to get their products on shelves at Target, Toys “R” Us Canada, Meijer, Target Plus, Family Dollar, Spencer’s, and Urban Outfitters.

The Toy Association will continue to collaborate with additional prospective retailers throughout this year on these private preview events. The latest virtual event was with Claire’s on Feb. 4.

“These virtual offerings are not just ‘temporary fixes’ that will disappear when life returns to normal and in-person events resume. They are powerful tools on their own that will help companies in their mixed marketing efforts well beyond the pandemic,” Carcone says.

"These virtual offerings are not just ‘temporary fixes’ that will disappear when life returns to normal and in-person events resume. They are powerful tools on their own that will help companies in their mixed marketing efforts well beyond the pandemic" Looking ahead to October, plans for Toy Fair Dallas remain on course. In the absence of live events in the first and second quarters, the fall marketplace will become an even stronger magnet for the global toy community. And building on past success with the feedback and support of industry leaders, Toy Fair New York in February 2022 is sure to deliver what the industry wants, needs, and misses in the expanded Jacob K. Javits Convention Center, which will allow for

new exhibitors, new educational offerings, exciting networking opportunities, and more.

In addition to its buyer-seller offerings, The Toy Association is also committed to supporting the pipeline that connects toy design students with the toy industry. Following the success of the inaugural Student Congress held last February, the goal is to serve more students and more toy businesses in 2021.

In the meantime, the toy community is encouraged to keep in touch with The Toy Association to stay in-the-know about Toy Fair Everywhere and upcoming private product preview events, in addition to opportunities related to trends and product promotions; The Genius of Play; safety, trade, and technical guidance; webinars and white papers; and more.

The Toy Association team is working around the clock to assist its members and bring value to all in the business of toys and play. Visit toyassociation.org or contact your account executive to learn more about Toy Fair Dallas, Toy Fair New York 2022, Toy Fair Everywhere, and other business and sales opportunities.

(For more information, companies beginning with A–F and T–Z can contact Simon Young­— syoung@toyassociation. org, and companies beginning with G-S can contact Stacy Liebensohn — sliebensohn@toyassociation.org) » As The Toy Association’s senior communications specialist, Kristin Morency Goldman leads the development of content for its print and online communications.

Her articles on toy trends, toy safety, and industry news can be found in trade and consumer publications around the world. She holds a master’s degree in media, culture, and communications from NYU.

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2021 INSIGHT

STATE OF THE INDUSTRY

TOY INDUSTRY SHOWS RESILIENCE IN 2020 The U.S. Toy Industry Hits Record Sales Despite Pandemic

by JULI LENNETT, vice president, industry advisor, U.S. toys, The NPD Group U.S. TOY INDUSTRY RETAIL SALES grew 16% in 2020, generating $25.1 billion, for an increase of $3.5 billion year over year. The U.S. toy industry exceeded $32.6 billion in annual sales for the first time in history, when projected to 100% of the total market. This record-breaking growth occurred despite the fact that unit sales for the year were flat at $2.1 billion. The average selling price in 2020 increased by 16%*.

Much of the growth in 2020 was directly correlated to the COVID-19 pandemic and the changing consumer

behavior associated with widespread lockdowns and school closures, the disposable income diverted from other types of entertainment to toys, as well as the onset of federal stimulus checks.

While toy sales through mid-March 2020 were flat versus 2019, widespread lockdown measures led to an abrupt increase in sales. This was further amplified by the distribution of stimulus checks beginning in April, resulting in the strongest month of growth for the year in May (+38%). Toy industry growth peaked again in October with an increase of 34% when the holiday

season kicked off with Amazon Prime Day along with other retailer deals the same week.

Another key consideration is that many of the classes that experienced the strongest dollar growth (i.e. standard building sets, skates/skateboards/scooters, playground equipment, and ride-ons) include a large percentage of items that are in the $20 and above price segments.

Collectively, these higher-priced segments were responsible for almost 80% of the gaining price segments. By contrast, price points below $5 were the only price

Source: The NPD Group/Retail Tracking Service

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Source: The NPD Group/Retail Tracking Service/U.S./Full year 2020 vs. 2019

segment that declined in 2020. This decline is directly correlated to a steep decline in impulse purchasing. Put simply, the pandemic impacted performance by price segment in a couple of big ways.

First, families bought higher-priced items to keep their kids busy; and second, because of much higher online sales, there were fewer consumers shopping in stores — where most impulse buys occur. From our consumer data, we know that for the year-to-date September period, impulse buys were 32% of brickand-mortar sales and only 18% of online sales. While units declined in seven of the 11 supercategories, average selling price increased in every supercategory.

The increase in average price was a key driver of the growth in dollar sales and was driven by a shift in product mix to higher-priced categories.

As mentioned above, another major theme in 2020 was the growth of online shopping. Retail closures and consumer hesitancy toward shopping in stores led to a surge in online toy sales. In the first three quarters of 2020, the online channel gained 10 share points from the 23% share in 2019, leading to 75% growth in overall online toy sales year over year**.

Not only did online toy retailers do well, but brick-and-mortar retailers that had online purchase options, in-store pickup, or curbside options, also outperformed.

The top dollar growth subsegments in 2020 were sports toys, which includes roller skates, skateboards, and scooters (+31%); fashion dolls and accessories (+56%); building sets (+26%); games (+29%); and summer seasonal toys (+24%). The top properties of 2020 included L.O.L. Surprise!, Barbie, Star Wars, Pokémon, and Marvel Universe. The top five properties combined accounted for 13% of all toy sales for the year.

Movies in 2020 had a weaker impact on toy sales than they did in 2019, due to the lack of blockbuster movies compared to 2019, but also because of limited and postponed releases due to COVID-19. As a result, licensed toys underperformed during the year with a share of toys in 2020 of 28%, which is similar to the 28% share in 2017. Licensed toy sales did increase 15% in 2020, while non-licensed toys increased 17%. Licensed toys underperformed compared to the rest of the market; given the lack of blockbuster movies and the impact of the pandemic, that underperformance was not as bad as some might have expected.

After the most challenging year the world has seen in over a century, the toy industry has officially managed to not only maintain its momentum, but also to achieve a level of growth that we have never before seen. The industry’s resilience is very much underpinned by the

reality that, in times of hardship, families look to toys to help keep their children engaged, active, and delighted. Put simply, toys are a big part of the happiness equation. While it will be difficult for the industry to match the unprecedented growth we saw in 2020, 2021 does have the potential to be another strong year for U.S. toy sales. With 65% of U.S. K-12 students learning at least partially remotely***, entertainment venues still shuttered, and a third round of stimulus checks anticipated to be approved by April, we can expect toy sales to continue to be elevated beyond normal sales levels in the near term. » *Source: The NPD Group/Retail Tracking Service, January-December 2020 vs. 2019 **Source: The NPD Group/Consumer Tracking Service/U.S./YTD September 2020 vs. 2019 ***Source: Burbio/January 19, 2021 Data is representative of retailers that participate in The NPD Group’s Retail Tracking Service. NPD’s current estimate is that the Retail Tracking Service represents approximately 78 percent of the U.S. retail market for Toys.

Juli Lennett, vice president, industry advisor for The NPD Group’s U.S. toys division, has spent more than 16 years at NPD managing client relationships and consulting to a variety of manufacturers, licensors, and retailers within the toy industry.

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U.S.

DOLLAR SALES, U.S. TOY INDUSTRY, SUPERCATEGORIES* SUPERCATEGORY

ANNUAL 2020

CHANGE

Action Figures and Accessories

$1.66 billion

-3%

Arts and Crafts

$1.17 billion

11%

Building Sets

$2.29 billion

26%

Dolls

$3.64 billion

11%

Games and Puzzles

$2.92 billion

32%

Infant, Toddler, and Preschool Toys

$3.27 billion

9%

Youth Electronics

$471 million

2%

Outdoor and Sports Toys

$5.35 billion

29%

Plush

$1.25 billion

4%

Vehicles

$1.55 billion

16%

Explorative and Other Toys

$1.56 billion

12%

GRAND TOTAL

$25.14 billion

16%

*Approximately 78% of U.S. toys retail market. Source: The NPD Group Inc./Retail Tracking Service. Projected to 100% of the U.S. population, the U.S. toy industry is estimated at about $32.6 billion.

2020 TOP 10 TOYS RANK

ITEM

MANUFACTURER

1

Barbie Dreamhouse

Mattel

2

L.O.L. Surprise! O.M.G. Doll Assortment

MGA Entertainment

3

Hot Wheels Singles 1:64 Assortment

Mattel

4

L.O.L. Surprise! Doll Assortment

MGA Entertainment

5

UNO Card Game Assortment

Mattel

6

L.O.L. Surprise! O.M.G. Remix Super Surprise

MGA Entertainment

7

L.O.L. Surprise! O.M.G. Remix Doll Assortment

MGA Entertainment

8

Bunch O Balloons 3-pack

ZURU

9

L.O.L. Surprise! O.M.G. Lights Assortment

MGA Entertainment

10

Star Wars The Mandalorian The Child Vinyl Head 11-inch Plush

Mattel

Source: The NPD Group Inc./Retail Tracking Service/Dollars. These lists capture all widely distributed SKUs sold in the U.S. by retailers, including online. The lists do not include items that are exclusive to specific retailers.

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CANADA DOLLAR SALES, CANADIAN TOY INDUSTRY, SUPERCATEGORIES SUPERCATEGORY

MONTHLY DOLLARS*

CHANGE

Action Figures and Accessories

$151.9 million

-14.9%

Arts and Crafts

$108.7 million

11.3%

Building Sets

$302.1 million

13.8%

Dolls

$321.7 million

3.8%

Games and Puzzles

$288.8 million

26.7%

Infant, Toddler, and Preschool Toys

$325.9 million

7.2%

Youth Electronics

$45.9 million

0.2%

Outdoor and Sports Toys

$440.4 million

28.2%

Plush

$112.2 million

-9.8%

Vehicles

$136.6 million

7.9%

Explorative and Other Toys

$139.2 million

10.3%

GRAND TOTAL

$2.37 billion

10.4%

The NPD Group/Canada Toy Retail Tracking Service, January to December 2020. Data based on Canadian dollars.

2020 TOP 10 TOYS RANK

ITEM

MANUFACTURER

1

L.O.L. Surprise! O.M.G. Doll Assortment

MGA Entertainment

2

L.O.L. Surprise! Doll Assortment

MGA Entertainment

3

LEGO Super Mario Adventures Starter Course

The LEGO Group

4

Hot Wheels Singles 1:64 Assortment

Mattel

5

Barbie Dreamhouse

Mattel

6

L.O.L. Surprise! O.M.G. Lights Assortment

MGA Entertainment

7

L.O.L. Surprise! O.M.G. Remix Doll Assortment

MGA Entertainment

8

Spikeball Combo Meal Set

Spikeball

9

Jenga Classic

Hasbro

10

L.O.L. Surprise! Hairvibes Assortment

MGA Entertainment

The NPD Group/Canada Toy Retail Tracking Service, January to December 2020

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JOIN THE BIGGEST TOY PARTIES OF THE YEAR!

FROM LEGENDARY IN-PERSON events to virtual celebrations of all things play, there’s one thing that’s for sure: We know how to throw a party.

While vaccines continue to roll out across the country and everyone remains focused on staying safe, the Toy Insider is hard at work planning its 12th annual Sweet Suite event, which will take place virtually for the second time ever.

Sweet Suite @ Home will bring together hundreds of VIP digital influencers, YouTube creators with millions of subscribers, and traditional press — including The TODAY Show, The Kelly Clarkson Show, NBC News, CBS News, BuzzFeed, Yahoo Finance, Associated Press, Bloomberg, Parents magazine, Good Housekeeping, and so many more — to give everyone a sneak peek at the top toys of the year.

On July 14, the exclusive event will give members of the media and digital influencers the opportunity to chat one-

on-one with representatives from the hottest toy and entertainment companies, as well as smaller companies gaining major exposure, for the inspiration they need for holiday gift guides, future toy reviews, and unboxing videos. Last year’s sponsors included Nintendo, Nickelodeon, The Pokémon Co., MGA Entertainment, Bandai, Mattel, LEGO, and Spin Master.

In a completely custom, interactive, 3D virtual space, guests will see hundreds of toys and take part in several engaging elements that Sweet Suite is known for, such as contests, photo ops, games, and more. Plus, attendees will receive enormous swag boxes right on their doorsteps, sparking a resurgence in social media impressions and ensuring influencers and journalists have products on-hand to view and share with their audiences throughout the season.

The fun and excitement will continue at Holiday of Play, which kicks off the hol-

iday season. Toy companies will show off their key holiday drivers and engage attendees with exciting activations to make a big impression ahead of the holidays.

Every year at Holiday of Play, the Toy Insider announces the top toys, games, and collectibles of the holiday season from its annual Holiday Gift Guide. Hundreds of members of the media, including traditional press, top lifestyle bloggers, digital influencers, and YouTube creators, get a first look at the highly influential Hot 20, 12 Under $12, and STEM 10 lists. Guests are able to get a first look at these toys before anyone else with product demos by the manufacturers themselves.

Sweet Suite and Holiday of Play 2021 sponsorships are selling out quickly. If you are interested in securing early-bird rates, contact Jackie Breyer at jackie@ toyinsider.com or James Devin at jd@toyinsider.com before March 30. »

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TRENDING IN The Toy Insider gives early insight on top toy trends for 2021.

by MARISSA DIBARTOLO, co-editor-in-chief, the Toy Insider IF ONE THING IS FOR SURE, IT’S THAT we need toys now more than ever.

In 2020, toy sales skyrocketed as a result of stay-at-home orders brought on by the COVID-19 pandemic. Parents and caregivers turned to toys to bring their kids some much-needed entertainment and joy during a really difficult time. Toys and games not only provided a welcome distraction from the stress of world events, but they also served as educational tools while kids participated in at-home learning.

The safety measures put in place to help combat COVID-19 led to a completely new way of life for so many families last year. And while vaccines are slowly rolling out across the country, Americans are still largely staying home, engaging in the same quarantine-friendly activities they enjoyed throughout 2020. That means games, puzzles, and toys will still be a

main source of fun for kids and families this year.

Despite the absence of Toy Fair New York, the Toy Insider got a sneak peek at some of the coolest new products making their way to store shelves this year, and it’s clear that this year’s toy trends are largely a continuation of what was hot in 2020, such as games, puzzles, educational tools, and craft kits. Plus, toys are a really integral part of our culture, so some trends we are seeing in the real world are making their way into the toy box, such as eco-friendly products, licensed toys based on YouTube channels, and items that help foster kids’ mental and emotional wellness.

Here are six trends to watch for in 2021:

now, we are seeing a bigger emphasis on toys that get kids excited about all things space! “We’re likely seeing a major uptick in space-themed toys because there’s been a major uptick in real life activities in space,” says Emily Calandrelli, host and co-executive producer of Emily’s Wonder Lab on Netflix. “Access to space (rocket launches) are cheaper than they’ve ever been, which means more people are exploring space than ever before,” she says.

There are lots of toys hitting shelves this year that encourage an interest in space exploration, NASA, and alien life.

Be on the lookout for the Crystal Space Terrarium from Faber-Castell, Circuit Explorer from Educational Insights, and Bill Nye’s VR Space Lab from Abacus.

TO INFINITY … AND BEYOND!

HOME IS WHERE THE FUN IS

We’re boldly going where no toy has gone before. STEM-focused toys have been big over the last few years, but

Kids can have more fun at home than ever before with dozens of new toys that bring incredible experiences to the backyard, living room floor, or kitchen tabletop. From event-themed items that bring events like the carnival right to the home, to activity sets that spark creativity for hours, kids will be able to stay safe and have a blast all year long. The Toy Insider favorites include FOAMO from MGA Entertainment and the 123 Aqua Splish Splash Water Park from Playmobil.

Pop2Play from WowWee

FAMILY GAME NIGHT While party games have been trending over the last few years, gamemakers are now putting a bigger focus on family-friendly games made for smaller groups. These games are fun for kids and

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Faber-Castell’s Crystal Space Terrarium

WANT YOUR TOYS FEATURED ON THE TOY INSIDER?

adults alike and combine luck, strategy, humor, and even some toyetic elements. Early stand-outs include Pop Under Pressure from What Do You Meme? and You’re On Mute from Buffalo Games.

The Toy Insider reviews products 365 days a year, giving consumers the information they need to choose the best toys for the kids in their lives.

If you are a toy manufacturer and you have a new toy, game, or other children’s product you’d like us to review, please submit a review request!

Learn more: thetoyinsider.com/ product-review-guidelines

IT’S EASY BEING GREEN Sustainability is still super important, and toy companies are working to help educate kids on how to lessen their environmental impact.

Some toys teach kids about recycling, while others are made from sustainable materials. Some products even creatively incorporate packaging into the play, so there’s less waste. Pop 2 Play from WowWee and the Sort & Recycle Ride-On Truck from VTech are two must-haves in this category.

IN MY FEELINGS It’s been a tough year for everyone, and toys can be great tools to help kids process everything that’s going on. We’re seeing plenty of toys that promote social emotional learning, help kids stay calm and relaxed, and teach them how to manage their feelings. “Psychologists are booked solid and access to mental health is more limited and quite costly,” says Azita Sachmechian, a marriage and family therapist based in Los Angeles. “A well-designed toy that has incorporated a child’s psychologist’s input embedded in its design will help children deal with their emotions.” Big Feelings Pineapple! from Learning Resources and the Just My Style MoodJoy assortment from Horizon Group USA are products to watch.

GOING VIRAL How many TikTok dances did you watch during the last year? We’re all more digitally connected than we have ever been. Toys based on viral trends, videos, and internet stars are going to be really popular this year. This trend

has been gaining momentum over the last few years, and 2021 will bring an overwhelming variety of new options.

There will also be lots of new toys that help kids become creators themselves, or even enhance the videos and content they are already making. The Love, Diana Surprise Deluxe Truck from Just Play and Orbeez #Challenge from Spin Master are key items.

This year, toy manufacturers are cranking out great products that will keep kids and families having fun, learning, and connecting with each other. Expect to see lots of interactivity, creativity, unique partnerships, character-driven must-haves, and more. Be sure to follow the fun at thetoyinsider.com, and look out for our annual Spring & Summer Gift Guide, releasing on April 20; and the Holiday Gift Guide, releasing on Sept. 22. »

Marissa DiBartolo is editor-in-chief at The Toy Insider.

As a professional toy reviewer and a trusted industry expert, she consistently reports on toy trends and hot products. She is also the editor-in-chief of the Pop Insider, a news and review website and publication for entertainment and pop culture. Marissa has been featured on the TODAY Show, Access Hollywood, Fox and Friends, ABC World News Now, and more.

She is also a Genius of Play Ambassador. You can follow her on Instagram @thattoygirl.

SUBMIT YOUR PRODUCTS FOR THE TOY INSIDER ANNUAL GIFT GUIDES! The Toy Insider publishes two legendary annual gift guides each year: the Spring & Summer Gift Guide, which is available exclusively on thetoyinsider.com; and the Holiday Gift Guide, which is published inside the November issue of PARENTS magazine and on toyinsider.com.

Toy and game companies are welcome to submit their products for consideration in these highly competitive gift guides, which get billions of media impressions each year.

Learn more: thetoyinsider.com/ gift-guide-submission-guidelines

Follow the fun! @thetoyinsider

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2021 INSIGHT

STATE OF THE INDUSTRY

THE COVID-19 CURVEBALLS And What’s Next for 2021

by SEAN MCGOWAN, managing director, Gateway Investor Relations AT TOY FAIR NEW YORK LAST YEAR, we all knew something strange was going on in the world, and that 2020 was bound to be a challenging year.

We were already hearing about COVID-19 problems in China and Europe, and many of us were wondering how good of an idea it was to be gathering in close quarters with so many people who might have just traveled from both of those areas. Plus, we knew it was going to be an election year full of intense political clashes. But the economy was strong, and business and consumer confidence indices were healthy. There wasn’t any reason to think that whatever disruption this flu-like thing would cause wouldn’t be brief.

The predictions I made in this column last year went to press in mid-January, so I didn’t even have the benefit of knowing enough about the coronavirus to have mentioned it. Reviewing the predictions I made under those circumstances seems almost ludicrous, but I actually think reviewing them gives us an opportunity to see just how much has changed.

THINGS WE GOT WRONG In my State of the Industry column from last year, I pointed out that 2020 would benefit from not having the shortened calendar between Thanksgiving and Christmas. Well, little did any of us know that COVID-19 would so thoroughly blow up not only Black Friday, but also the very idea that holiday promotions could be run only between Turkey Day and Noel. Indeed, by mid-year, we kind of wondered if the whole concept of a “calendar” was a relic, as days blended into each other and weekends were ob-

solete when so many of us were suddenly working all day, every day.

I noted last year that the economy was likely to be strong and that consumer spending would benefit from a prolonged “wealth effect.” Well, the economy tanked of course, but the toy industry thrived, as kids stuck at home needed to be entertained. In fact, the stock market plunged, but recovered remarkably quickly, fueling the wealth effect for those with stock holdings. That created a weird situation in which millions of people were out of work, but even those people (as well as the many more millions who were

“Oh, how much I miss the days when tariffs were high on our list of concerns.”

not out of work) were able to spend money on toys because they weren’t spending much on other things. The so-called “K-shaped” recovery saw some sectors plunge and others thrive.

I said last year that tariffs were uncertain, but hadn’t mattered much so far. Oh, how much I miss the days when tariffs were high on our list of concerns.

THINGS WE GOT RIGHT Taking no risk at all, I predicted that toy sales would continue to shift online.

That, of course, was an epic understatement. Not only did Amazon pick up a massive share of total retail sales (not just

related to toys), but the fact that many manufacturers established new online accounts at multiple retailers (and food delivery services) has also significantly accelerated the pace of online adoption, probably getting online penetration in 2021 to a point we might not have gotten to for several more years under normal circumstances. And online retailers have stepped up their game. There was a significant concern in late summer and early fall that the rapid shift to online sales would crash the whole system.

There certainly were delivery problems — and shipping hurdles — but, for the most part, the system held up.

During this time last year, I stated the obvious that the entertainment content slate was not favorable compared to 2019. That was true, but the real takeaway was that it didn’t matter for the reasons we thought it would. With film releases delayed and movie theaters closed, consumers sheltering in place turned to streaming. This, as we will discuss below, was another example of an acceleration in an existing trend.

I said last year that environment, sustainability, and governance (ESG) would be a growing factor among investors in public companies. That was true, especially for European investors. In fact, I don’t think COVID-19 did much to accelerate or retard this trend.

WELL … NOW WHAT? So, what are my predictions for this year? Let’s start with the shift in how entertainment content is delivered.

Obviously, COVID-19 devastated theaters and other venues delivering live entertainment content — but it didn’t diminish

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2021 INSIGHT

STATE OF THE INDUSTRY demand for content. In fact, the reduction in time spent commuting, dining out, and traveling caused a surge in hours available for entertainment viewing. How else could we explain Tiger King?

The fact that the nation’s broadband backbone has turned out to be amazingly robust, streaming and downloading have become an even greater channel for entertainment consumption. So much so that Warner Bros. announced that all of its films in 2021 would be released on streaming platforms concurrent with their theatrical releases. Is this good? Well, again, not for theaters — and maybe not for the artistic sensibilities of filmmakers. But considering how much more accessible this makes new entertainment content to consumers, this is likely going to be a big plus for toymakers that are dependent on new entertainment content. I would add that the surge in subscribers at Disney+ is a big positive for Disney’s licensing partners. All that older, back-catalog content is now back in play.

With regard to online sales, as consumer behavior gets less constrained by pandemic-related closures or capacity limits, some e-commerce retailers are likely to see a bit of an ebb in traffic. But in the aggregate, I believe online sales have permanently leapfrogged to levels well ahead of where they would have been just following existing trends. And in order to optimize their own opportunities, e-commerce retailers will have to make themselves as accessible as possible to as many suppliers as possible.

In 2020, with kids not gathering in classrooms and schoolyards to chatter about new toys, parents who were desperately seeking diversions became reengaged in the process of choosing toys for their kids. Obviously, kids are still the main drivers for selecting toys, but I believe with parents more involved, this could be a boost (perhaps temporary) for

Warner Bros.’ 2021 film releases will launch in theaters and on HBO Max simultaneously, including Tom & Jerry on Feb. 26. Moose Toys rolled out a line of Tom & Jerry toys to coincide with the film’s release.

classic/retro brands.

As the winter months set in, the question arose (naturally) of whether or not “snow days” would still happen for schools. Are they out altogether? Does the fact that many kids are falling behind in their learning put even more pressure on schools not only to phase out snow days, but also to reduce the number of holidays in general? I doubt any reduction in holidays would wind up being permanent, but the idea that learning is not limited to traditional time and place could affect the amount of non-school time kids have.

Predicting the timing and pace of a broad economic recovery is always difficult, especially in a year when it is going to depend so heavily on the rate of immunization and how long it will take to get to herd immunity. There will be a stimulus, but what about the economy itself? It could post record growth and still be way behind where it was before.

Some of the damage done by the economic collapse of the last year will be long lasting, especially the impact of

massive increases in debt at the federal, state, and local levels. It’s way beyond the purview of my paragraphs here, but I think it’s safe to say there’s bound to be some impact on the toy industry. But will it be another year of toy sales benefitting from reduced spending in other areas?

Or will difficult comparisons against last year’s pandemic-driven surge in toy sales be the main driver of year-over-year change in the industry’s sales?

My best guess, frankly, is that the health of the overall U.S. economy isn’t going to be the most important determinant of toy demand. You know why?

Because it almost never is. » Sean McGowan is a managing director of the consumer team at Gateway Investor Relations, which provides capital market navigation and advisory services.

He has been following the toy industry for more than 30 years, analyzing product trends, cost changes, marketing practices, and other aspects of how products and companies succeed (or don’t). He is also on the board of advisors for the Toy Industry Foundation.

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2021 INSIGHT

STATE OF THE INDUSTRY

Industry leaders, retailers, and manufacturers weigh in on toy trends, hot topics, and business strategies in the Toy Book’s annual State of the Inudstry Q&A.

ANNE CARRIHILL

Category Leader of Toys and Games, Amazon

Games, puzzles, activities, and active toys were the top categories of 2020. Were there any surprise sellers for Amazon last year?

We delivered more than 1.5 billion toys, home products, beauty and personal care products, and electronics worldwide this holiday with ThinkFun Gravity Maze Marble Run Brain Game, Lite-Brite Ultimate Classic Retro Toy, and Jenga Classic Game as some of the top-selling toys, further driving the notion that families are craving screen-free together time and bonding over family-friendly game nights. In 2020, customers shopped characters from Star Wars, Marvel, Disney Princess, Bluey, PJ Masks, Blue’s Clues & You!, and toys from LEGO, L.O.L. Surprise!, Barbie, Hot Wheels, NERF, Play-Doh, Melissa & Doug, Ravensburger, and Osmo.

Our annual Holiday Toy List made it easy to discover and shop toys and gifts. The Holiday Toy List featured more than 1,900 products, including 200 toys exclusive to Amazon and from brands of all sizes. In addition, our ‘Joy Delivered’ lookbook sparked holiday inspiration among families with seasonal activities, recipes for fun, and gifts for kids of all ages.

Throughout 2020, Amazon helped safely deliver much-needed smiles around the globe. We invested more than $18 billion to help small- and medium-sized businesses continue to grow their sales on Amazon and help them connect with customers beginning with Prime Day and continuing through the holiday season. This Prime Day and holiday, customers could connect with local small businesses and shop for unique items, including toys and games, on Amazon’s Small Business Gift Guide and explore gifts from Black-owned businesses in Oprah’s Favorite Things on Amazon.

We’re excited to share that this holiday season was the best ever for independent businesses selling on Amazon — nearly all of which are small- and medium-sized businesses — with worldwide sales growing over 50% compared to the same time period in 2019.

We prioritize the safety and health of employees above all else, and we invested more than $10 billion to help keep employees safe and deliver products to customers throughout the challenging year. We also donated millions of items this holiday through product and monetary donations to thousands of charitable organizations worldwide. For the third year in a row, we provided customers an easy way to donate to a child in need this holiday, by saying “Alexa, donate to Toys for Tots.” Alexa would then offer a reasonably priced item from the Toys for Tots wish list. After customers confirmed the order, Amazon shipped directly to Toys for Tots and we matched all toy donations with a toy-for-toy match. All year long, customers can shop with purpose through AmazonSmile, which provides a convenient way to support local, national, and international charities while shopping on Amazon, at no additional cost. Customers can also support their favorite charities by donating selected items directly to those charities with AmazonSmile Charity Lists.

STEVE TOTZKE

Executive Vice President and Chief Commercial Officer, Mattel

With major trade shows canceled or on hold this year, how have you connected with retailers?

When it became clear that trade shows wouldn’t be happening this year, we immediately pivoted to ensure we could share the innovation and creativity of our latest and greatest products virtually with retailers and other partners.

Although you can never replace the in-person experience, we are proud of our virtual showroom solution and how we are bringing the magic of Mattel (and showmanship you would typically see at our physical trade show booth) to virtual meetings. As part of that, we introduced new ways to experience our products during these virtual events. One small example is how we implemented the ability to conduct a virtual Barbie Dreamhouse tour simply by scanning a QR code. Another is how we have sent early samples to buyers so that they could unbox our toys while we unveil them from afar.

Of note, going virtual has enabled us to spread the joy of the toy industry to people who would not traditionally have traveled to a toy fair. There is undoubtedly a huge benefit to being able to invite more decision makers into the “room” to experience our products.

Has your direct-to-consumer distribution strategy changed, and if so, how?

We have been leveraging our direct-to-consumer channels as a way to engage consumers with unique products that they can’t find elsewhere.

For example, when the COVID-19 health crisis began, we heard from our consumers that they were having challenges navigating both working and playing from home and [we] launched the Mattel Playroom to be a valuable resource for them. We then introduced #ThankYouHeroes, a line of toys that immortalizes the individuals leading the fight against COVID-19 and the everyday heroes keeping our communities up and running. These items were offered for sale on the Mattel Playroom with all net proceeds going to FirstRespondersFirst, supporting frontline healthcare workers and their families.

Last year, we also launched Mattel Creations, an e-commerce and content platform that features curated items for sale, highlights creator collaborations past and present, and offers a peek into the creative process.

And, we continue to offer products for collectors through our Barbie and Hot Wheels collector sites.

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NIK NAYER

Senior Vice President, Hardlines, Target

Target reported a 20.7% sales increase in Q3 compared to the year prior, reflecting comparable stores sales growth of 9.9% and digital sales growth of 155%. How has Target kept up with demand for online orders?

We’re using our nearly 1,900 stores, just miles from 75% of the population, to fulfill online orders and give guests choices in how they get their online purchases. In fact, those stores — which also offer a safe and easy in-store experience — handled more than 95% of Target’s total third quarter sales. The fastest and most convenient way to shop online at Target is via our contactless same-day services — with Shipt delivery offered nationwide, and free Order Pickup and Drive Up at nearly every Target store. These services have orders ready the same day, and can be delivered or picked up whenever a guest chooses — no membership required.

Throughout 2020, our digital business has grown exponentially and millions of guests have turned to our same-day services: drive-up, order pickup, and delivery by Shipt, which collectively grew more than 200%. Our teams have managed high volume throughout the year and continued to make adjustments to provide a great guest experience. We’ve doubled the number of store team members picking and packing online orders and added more than 8,000 drive-up spots so that guests can get their orders quickly and reliably.

Shipt also tripled its shopper network since the beginning of the year.

How did Target’s partnership with FAO Schwarz perform during the holiday season? How will it continue into 2021?

Target is known for our differentiated partnerships, and the FAO Schwarz collection brought the iconic toy brand and the joy of Target together for the season. The 70-piece collection of toys was available exclusively at all Target stores, on target.com, and at the famed FAO Schwarz store in New York City, and all at an incredible value. In fact, more than half of the assortment was under $20. The unique FAO Schwarz collection, paired with our safe and easy shopping experience, brought joy to all families this holiday season. As we look to 2021, we’ll continue to bring excitement and newness to our toys assortment, including iconic toy brands.

ANTON RABIE

Co-Founder and Co-CEO, Spin Master

Spin Master just completed its 22nd acquisition.

Why are these moves vital to the global growth strategy of the company?

I’ve described the acquisition of Rubik’s as a “pinch me” moment. Spin Master has a reputation for not only developing our own independent IP, but also for being a trusted steward of legacy brands, and we are honored to continue the Rubik’s Cube legacy. Acquisitions are a key growth strategy for Spin Master, and Rubik’s has captivated a global audience with 98% brand awareness and more than 450 million units sold worldwide, making it an attractive addition. Rubik’s offers recurring revenue while expanding Spin Master’s leading position within the games category and gives us greater global leverage. We are also excited to further innovate and integrate this incredible puzzle into our product lineup.

Spin Master recently named three main creative centers: toys, entertainment, and digital games. What are some of the key initiatives of each this year?

As a global children’s entertainment company with expertise across toy, entertainment, and digital games, we have a deep understanding of play. Our unique perspective and insights can be leveraged across our creative centers, enabling our expert teams to produce innovative toys, share compelling stories, create engaging characters, and develop award-winning digital games.

At the heart and soul of Spin Master Toys is our passion for innovation and invention. This year, our lineup of toys, entertainment, and digital games is so amazing. Our teams continue to push the boundaries of fun from exploring new interactive technology to elevating our evergreen properties (PAW Patrol, Kinetic Sand, Air Hogs, GUND) and putting new “spins” on our incredible licensed product with Feld Entertainment (Monster Jam, Supercross), Warner Bros. Consumer Products (DC, Wizarding World) and Dreamworks Animation (Gabby’s Dollhouse).

Spin Master Entertainment continues to produce incredible content, including the recent debut of Mighty Express, our first-ever Netflix original preschool series. This year marks an exciting milestone as we bring the beloved PAW Patrol pups to the big screen with PAW Patrol: The Movie, Spin Master’s first major motion picture complete with a star-studded cast heading to theaters August 2021. Both Mighty Express and PAW Patrol: The Movie will have corresponding toy lines, so that preschoolers can reenact their favorite adventures and create their own storylines through play.

Spin Master Digital Games is really on a roll. In the third quarter of 2020, we quadrupled our sales in digital games primarily driven by our Toca Life World platform. This year, Toca Boca and Sago Mini will build on popular characters and introduce new digital apps and extensions, including the first Toca Boca multiplayer game and physical subscription boxes that bring quality, creative play to kids who love surprises.

Spin Master hasn’t been traditionally known for our digital games offering, but we have an incredible team, led by Fredrik Loving, and we are focused on accelerating the growth we experienced last year.

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2021 INSIGHT

STATE OF THE INDUSTRY

SHARON DIMINICO

Founder and CEO, Learning Express

What new business strategies did you implement due to the COVID-19 pandemic?

The pandemic showed us early on that the only way to survive would be to quickly and effectively follow our two primary sets of customers, the end consumer, and our franchise store owners.

We joined The NPD Group, one of the largest consumer market research groups in the world, allowing us to see product trends with increased granularity. Finally, when the reason for shopping shifted from weekend social events to family game night and home schooling, we adjusted our inventory mix, in-store merchandising, and marketing.

While we reacted to the sudden shift in consumer preferences, we also looked forward to where they were headed.

In a retail world increasingly dominated by online sales, we launched a new e-commerce franchise model and store design that prioritized operational efficiency over merchandising area, and web sales over shopping center foot traffic.

We began the redesign of our Learning Express Intranet, the operating system used by our store owners for every aspect of their business, from ordering and marketing product to financial accounting and benchmarking. We are also experimenting with several other franchise growth initiatives we plan to test in 2021.

In what ways did you feel supported by your community, government, or toy industry groups throughout 2020?

When the pandemic hit, our stores’ communities rallied around “shopping local.” When shipping became an obstacle for online retailers, our stores were able to fill in the gap, providing learning resources for students now being home-schooled. Federal, state, and local governments rallied to support small business in March and April of 2020. The CARES Act gave our stores and their employees a muchneeded lifeline through the Paycheck Protection Program, without which, many of our stores may not have reopened.

Many states provided additional assistance. For one, the Governor of Massachusetts Charlie Baker launched a $668 million COVID-19 Small Business Grant Program, offering up to three months of operating expenses to eligible businesses.

Finally, many local governments gave assistance where possible. In just one example, the Fire Department for the Town of Bedford, Massachusetts provided face masks to retail businesses when personal protective equipment was scarce.

How did 2020 toy sales online compare to in-store sales?

2020 was the first year that the majority of our stores participated in e-commerce, which amounted to approximately 3% of our total sales. 2020’s performance was more than 3 times higher than 2019, a trend we expect to grow.

ISAAC LARIAN

CEO and Founder, MGA Entertainment

How did MGA Entertainment respond to the early challenges presented by the pandemic, both internally and for consumers?

When the pandemic started in China, we immediately sent over personal protective equipment (PPE) supplies. When we saw the impact of the pandemic on the U.S., we immediately went into action. We set up a nonprofit, MGAE Cares, and the sole purpose was to identify frontline workers who needed PPE and to send it to them for free. Our L.O.L. Surprise! brand donated $5 million from sales to get MGAE Cares started. Also, with the help of our Little Tikes engineers and product development team, we created the Lev Love System –— masks designed to help fight the spread of COVID-19. The Lev Love Ventilator Mask was created as an interim first step before a patient requires intubation, assisting patients with their own breathing. To date, MGAE Cares has donated more than 750,000 [pieces of] PPE to more than 350 hospitals and healthcare facilities around the world.

The safety, health, and happiness of our consumers was also a focus for us. Despite closures, the team created engaging content such as 3D shows, music videos, virtual camps, dance parties, and more. For fans impacted by the pandemic this past holiday season, MGAE Cares expanded its support and created the “Surprise and Amaze” program to help bring toys to deserving families during the holidays.

How does MGA Entertainment plan to continue its sustainability efforts in 2021?

Sustainability is a personal priority for me. There is only one Earth, and as parents and grandparents, we must leave our children a brighter, greener planet. MGA Entertainment stands behind this and we are moving very quickly to ensure all products are eco-friendly.

In 2020, we expanded our L.O.L. Surprise! partnership with TerraCycle to nine countries, finishing the year with more than 100,000 pieces of recycled packaging. We also changed our plastic polybags containing accessories and dolls to paper, which can be recycled; and our packaging designs are now part of the doll play experience. In addition, we launched a new Little Tikes Go Green eco-friendly product line made from recycled plastic and packaged in recycled materials to help minimize the impact our toys have on the environment. We will continue to broaden this line throughout 2021 with more news and launches on the horizon. We are also rolling out plastic-free packaging in our Zapf products, including the removal of cable ties and plastic bags, and will instead create a unique, closed box design that gives fans a glimpse of the actual doll inside. The new package design will debut this year with all new Zapf products and we will aim to update the entire Zapf range by 2022.

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2021 INSIGHT

STATE OF THE INDUSTRY

PAM KAUFMAN

President, Global Consumer Products, ViacomCBS

With major trade shows canceled or on hold this year, how do you plan to connect with manufacturers and the media?

We have been incredibly intentional about staying in lockstep with our partners and retailers to meet the needs of consumers, especially during the pandemic. Staying in close contact with all of our licensees and retail partners allowed us to adapt creatively and quickly to the changing landscape.

We have been rigorous about coming up with innovative ways to exchange ideas and share content.

The team successfully pivoted all events to fully virtual experiences, completing nearly 50 global partner meetings and trade events, in addition to participating virtually in Licensing Expo and the Festival of Licensing. We organized an intimate experience in a new virtual format to introduce our budding social stars, including Nickelodeon’s That Girl Lay Lay and Johnny Orlando for MTV, complete with acoustic performances from them both.

What are your plans and goals for 2021?

With the ViacomCBS merger, we are thrilled that our portfolio has expanded to serve consumers of all ages around the world. This year, we are focused on the debut of the first PAW Patrol theatrical release, expanding the Star Trek universe to the kids’ space with Star Trek: Prodigy, the continued rollout of Blue’s Clues & You!, the premiere of Baby Shark’s Big Show, connecting consumers with one of cable’s most-watched series of 2020 Yellowstone, and premiering the highly anticipated SpongeBob SquarePants spin-off series Kamp Koral. We are gearing up for a strong year with a huge array of new items hitting the market that we know kids and families will love.

How did your department respond to the early challenges presented by the pandemic?

When the pandemic first began, we did not know all the challenges that we and the larger industry would face in the months to come, but we worked diligently with our partners and retailers to ensure we adapted to the changing environment to better meet consumers’ evolving needs. We saw early on that families would be spending more time at home together and that parents would be looking for play solutions to supplement the difficulties of remote learning. Together with our licensees, we developed innovative solutions for kids and families including new puzzles, games, crafts, outdoor toys, hygiene products, and more. We also launched a licensed face mask initiative featuring a variety of ViacomCBS properties and are proud to have donated all ViacomCBS royalties from the program to charities around the world.

CHARLIE EMBY

Co-President, Just Play

How did Just Play respond to the early challenges presented by the pandemic?

The first order of business was to proactively close our offices to ensure the well-being of our employees and their families. Fortunately, we had spent the last 10 years setting up the organization virtually due to regular interaction with our global staff and partners, and we were quickly able to utilize and adapt these technological resources in additional ways, including virtual sales meetings and press events like Sweet Suite.

COVID-19 has changed both the way families are consuming content and the way they shop. It’s a true testament to the core competencies of our team and the strength of our partnerships that we have been able to adapt quickly to deliver the products consumers value. For example, we recognized a lack of children’s face masks in the market, and we worked with Nickelodeon, Mattel, pocket.watch, DreamWorks, and Warner Bros. to launch licensed face masks at an accelerated pace while simultaneously partnering to donate to various COVID-19 relief funds, hospitals, and schools.

We also worked closely with Disney to introduce the Doc McStuffins Wash Your Hands Singing Doll that enabled parents to have discussions about healthy habits with their kids, while allowing us to give back through a charitable tie-in to Feeding America.

Coming off of 2020, what do you look forward to in the year ahead?

While we are definitely thankful for the way our team, partners, and industry managed through a challenging year, I think we can all agree we’re excited for 2021. We had a great launch with Nickelodeon’s Blue’s Clues & You! toys this past season, as it ended the year as one of the fastest-growing properties and a Toy of the Year finalist. There will be much more to come from this beloved property as we build to Blue’s 25th Anniversary celebration this fall with some hot new introductions.

There is a ton of newness coming from our Disney lines.

New series will launch in Disney Doorables, as well as a line of toys inspired by the upcoming Disney Junior Mickey Mouse Funhouse series. Kids will be able to recreate their favorite adventures from the show with an all-new Mickey Mouse Funhouse Playset that is packed with features, as well as new vehicles, figures, plush, and role play from both our Mickey Mouse and Minnie Mouse lines.

Our Ryan’s World line will be full of new surprises in 2021 with some licensed mashups and fun ways for fans to engage with toys developed with Ryan.

We also have some amazing new partnerships that will be announced later this year.

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STONE NEWMAN

Chief Revenue Officer, pocket.watch

Heading into 2021, what do licensors need to consider that they wouldn’t necessarily have had to do in the past when launching a new IP? While we continue to operate in a global pandemic, licensors and brand owners will be required to exercise more patience in allowing a new brand to take hold. We’re seeing “playground buzz” on the decline with kids not sharing what they’re excited about in traditional peer-to-peer settings, and as a result, the emergence of a hot new trend becomes more challenging to launch and stick. Taking this into account, pocket.watch was able to successfully launch the Love, Diana brand by putting a focus on capturing playground culture digitally and promoting a sense of community with kids and parents where peer validation could thrive.

Several pocket.watch brands have content going up on Amazon Kids+ and Hulu. How is this part of the company’s global growth strategy?

Pocket.watch’s goal is to be everywhere kids are with our franchises, including a robust consumer products program married to rich content. In order for us to achieve our goals of being on par — or above — the biggest global super franchises that generate $1 billion in revenue annually, we must extend beyond just YouTube. We created the No. 1 show for preschoolers in the U.S. with Ryan’s Mystery Playdate for Nickelodeon, that is now being distributed around the world in 2021, while at the same time expanding Ryan’s World specials on leading streaming services.

It is critically important for a brand to be everywhere that kids are in today’s world, and we continue to expand on this goal. We are also able to expand on this concept with the help of our over-the-top (OTT) channels available on Roku, Sling, and numerous other platforms. Most recently, we achieved another first for the company by launching an entire Ryan’s World experience in Roblox. We have often said that our theme park did not need to be in Orlando or Anaheim, and the oasis destination could be built for kids digitally.

How do you make sure your franchises stay relevant year after year?

Pocket.watch franchises are defined as quintessentially “by kids, for kids.” Our creator families and creator kids have their hands in the shaping of every aspect of the brand, keeping pocket.watch’s franchises not only authentic, but also extremely relevant. We adapt with our creator partners’ interests to maintain authenticity with audiences. Whereas brand plans are often white boarded and drawn up by executives, the center of our brand universe is the same age as the audience it is intended for. That keeps it fresh, relevant, and on the pulse.

GLENN ABELL

President and General Manager, Moose Toys USA

What categories performed well for Moose Toys last year? How has the company kept up with retailer orders for your products?

Moose Toys is fortunate to have had strong brands across a variety of categories. We’re particularly proud of our preschool performance, having entered the category in 2019 with Kindi Kids, which was an instant success and continues to be one of our top performers this year, with the Kindi Kids Toddler Doll being the best-selling item for the year in the U.S. within the large dolls and accessories class for 2020, according to The NPD Group. We reinforced our strength in the category with Bluey, which launched last fall and is the No. 1 new preschool property as reported by The NPD Group.

Real Littles, an extension of our wildly successful Shopkins line, has been incredibly strong and showcases Moose’s continued strength in girls’ collectibles. And, of course, our marquee TOTY contender Squeakee the Balloon Dog was a standout success for Moose and was the No. 1 new item yearover-year in the youth electronics supercategory, according to The NPD Group.

Our boys’ lines Heroes of Goo Jit Zu and Treasure X continue to be solid contributors to Moose’s overall success. Both are becoming important evergreen brands affording plenty of creative expression for our designers, as well as potential future licensing opportunities. Since launching one and a half years ago, Heroes of Goo Jit Zu is a top five action figure item, breaking through the boys’ action aisle and continuing to grow season over season.

With five TOTY nominations in multiple categories, we’re so proud of the amazing toys our team consistently delivers.

Our 2021 slate is really exciting, and we believe it will be our best line yet. We are extremely optimistic for the coming year.

Like many in the industry, we experienced strong demand for our products over last year, specifically in the second half.

Our supply chain did an amazing job overcoming the unique and extraordinary challenges presented by the effect of COVID-19 to help us meet the continued demand within US retail and maintain our customer satisfaction.

Has your direct-to-consumer distribution strategy changed as a result, and if so, how?

Along with the necessity to be effective online for retail and manufacturing, direct to consumer is emerging as an extremely important channel for brands and manufacturers to control the marketing messaging, product proposition, and a one-to-one relationship with the shopper. With that, we’ve absolutely accelerated our own direct-to-consumer strategy as we believe it will be an extremely important touch point and commercial benefit to our future business.

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STATE OF THE INDUSTRY

SARAH JORDAN

CEO, Mastermind Toys

More consumers are relying on curbside pickup, same-day delivery, and online shopping than ever before. How has this affected the way you do business?

As Canada’s authority on play, we pride ourselves on offering a best-in-class shopping experience in our 68 stores coast-to-coast and our wonder-filled website. While navigating various regional restrictions, we’ve been focused on creating a seamless and consistent experience for our customer.

A year ago, these omnichannel options didn’t exist for a lot of retailers, especially specialty ones, so accelerating our digital transformation plans and communicating shopping options to customers has been a constant priority.

In response to new restrictions, we quickly launched a contactless curbside pick-up option with an industry-leading, one-hour promise. Anticipating further lockdowns, we redirected store traffic by launching our Woo-hoo! HQ, a dedicated experience zone for customers picking up online orders and a destination for our signature wrapping paper.

Underpinning these changes was the relaunch of our website, redesigning it to provide a better shopping experience for customers. Extended customer service hours, a digital gift finder tool, and increased customer communications are just a few ways we’ve adapted to the shift in shopping habits.

How have your digital and marketing strategies shifted based on the change in consumer shopping habits?

Mastermind Toys is a customer-obsessed retailer; we act on insights rooted in what’s happening in the customer’s life in real time. Throughout the pandemic, we constantly challenged ourselves to find ways to better serve our customers, including the launch of Storytime Live in March, and our Camp Close to Home campaign in July. We believe in being a resource for parents, kids, and families who are experiencing time away from loved ones by providing play recommendations that are “virtual verified.” Through this campaign, we’re reimagining the ways in which we can connect with each other, with fun ideas for online birthdays, virtual playdates, and video calls with grandparents using products that make sense in an online context.

The launch of “virtual verified” is part of our current focus on creating a digital experience that mirrors the wonder and delight our customers are used to finding in our physical stores. With so much of our life moving to digital, parents are looking for ways to keep their kids active and engaged. We believe that “play is kids’ work,” and we select toys, books, and games that support child development at every age and stage. As we innovate how we speak to our customers and show up for them, our brand purpose remains at the core of everything we do.

ANDY KEIMACH

President, VTech Electronics North America

What are some of VTech/LeapFrog’s sustainability initiatives?

Sustainability is an incredibly important responsibility, and we are very proud of our initiatives, efforts, and achievements. VTech has taken tremendous strides toward its sustainability commitment of replacing fossil-based plastics with sustainable alternatives by 2030. This year, we are introducing a variety of green electronic learning products, including three new vehicles in the Go! Go! Smart Wheels line made from plant-based plastic, as well as the Sort & Recycle Ride-on Truck made from reclaimed plastic. Our LeapFrog line includes the new Choppin’ Fun Learning Pot with vegetables and accessories made from plant-based plastic. We are also introducing our first wooden toys, the Touch & Learn Nature ABC Board and Interactive Wooden Animal Puzzle, which include materials sourced from responsibly managed forests certified by Forest Stewardship Council.

In addition, we are continuing our efforts to include sustainable product packaging for our toys with a commitment to eliminate fossil-based blister packaging and replace it with plant-based alternatives in 99% of our electronic learning products by 2025. We also partnered with leading recycling companies to encourage post-consumer product recycling and continue to look for programs that provide an easy way for consumers to recycle VTech’s electronic learning products and contribute to sustainability.

Parents are using educational toys as learning tools as distance learning continues into 2021. How has this inspired product development?

We have always supported making learning fun, but we recognize that this past year has put more of an emphasis on learning for many parents, so we are continuing to focus on our popular, successful, educational products to lean into that. Our LeapFrog Academy learning app offers a well-rounded curriculum with access to more than 2,000 learning activities that can be played anywhere on a variety of devices, as well as on our LeapPad Academy tablet.

LeapStart is another great option — it’s an interactive learning system that magically brings books to life with touchand-talk pages, while our LeapReader helps build reading confidence by introducing vowel sounds, sight words, and more. Another popular product has been the interactive Magic Adventures Globe, which lets kids explore new places, languages, and cultures through a video screen that plays BBC videos. We will continue to support innovative products that reinforce educational content while incorporating the playful elements that make learning fun.

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STATE OF THE INDUSTRY

CHRISTINE S. OSBORNE

Owner and Founder, Wonder Works

What new business strategies did you implement in response to the COVID-19 pandemic? Which ones do you think will stick?

Those who embraced change and persevered found themselves on a new track for business growth.

Growth and change was seen in every sector of our business, from managing operating expenses, staffing, ordering, store layout, store hours, store protocols, marketing strategies, and methods of servicing our customers.

It began with alternative methods of delivering product information to our customer base. During the first lockdown, Wonder Works quickly hired H3 Photography with its Virtual Matterport Platform/Cart 360 to create a virtual retail store for our customers to shop. Custom Easter basket bundle options were added on our website, and our staff teamed up to package and provided shipping, free home delivery, and curbside pickup. We utilized the downtime to create a more efficient website and implemented a faster POS system in our stores.

Safety for customers and staff were made a priority.

Sanitization Stations were created with the help of Crazy Aaron’s business pivot to sanitization supplies. Safety and sanitization protocols for staff and customers were implemented. Schedules and staff teams were altered to provide additional protection.

Thanks to TopTrenz, masks with a No. 1 breathability factor for all ages quickly became our top item for 2020 — a necessary product for all families.

Finances and operating expenses were reviewed weekly, to prudently keep the business surviving. Vendors and credit card companies graciously worked with extending payments out until stores were reopened.

The work at times tripled, however, the business of “providing magic to our community” continued and our employees kept their jobs. Will these strategies remain? It got us back to basics, and the basics are always a great place to start.

What are your predictions for the state of toy retail in 2021?

Currently, the amount of new products on the market are astounding. However, terms and margins are shrinking.

It can be offset with the implementation of clever buying and marketing strategies. Buying shows continue to be postponed or done virtually. Customers are keenly aware of the importance of local businesses surviving this pandemic, and the outpouring of support in the fourth quarter was simply heartwarming and will continue. The vaccine and federal government’s second round of PPP grants have come at the perfect time to infuse energy and optimism for a brighter tomorrow. Those who survived 2020 are seasoned to shape the future of the toy industry.

SCOTT FLYNN

Vice President, Sales and Marketing (Chief Fun Monster), PlayMonster

Nostalgic brands, entertainment properties, and products continue to dominate store shelves. How does this trend affect innovation and new product ideas in the toy industry?

There are a few layers when we think about this question.

Innovation can be brought to nostalgic brands in a lot of ways to contemporize them for the current market. You can do it through product innovation, you can do it through the look, you can market it in a different way — and that combination will be a catalyst of driving sales in the industry in the future. In fact, here at PlayMonster, we are working on some iconic brands and products from the ’90s that we are modernizing and really excited about bringing to market.

Since the start of the COVID-19 pandemic, we have seen consumers becoming risk-averse and, instead, turning to the nostalgic brands they know and love, and, more importantly, brands they trust. Through the dynamic of the pandemic, they are finding comfort in things of the past.

One thing that is working in our — and the industry’s — favor is that the children of the ’90s are [now] the ones purchasing the toys, games, and activities. With the rise of this early-onset nostalgia and the consensus that millennials have a stronger affinity to this sentiment than previous generations, we believe we are going to continue to see the demand for nostalgic brands and innovation in how they are presented to the market.

Games, puzzles, activities, and active toys were the top categories of 2020. Were there any surprise sellers for PlayMonster last year?

Overall, a lot of longstanding, mainstay PlayMonster games and activities saw huge spikes in sales in 2020, especially in the second and third quarters. It has been really gratifying that as consumers were looking for things they are comfortable with, they turned to PlayMonster products, and that is definitely a feel-good moment.

In 2020, we introduced Drone Home and it really hit that sweet spot in the games category in innovation, play value, and price value. It was a huge success and established a platform for the game in the future to become evergreen.

When we look at products like 5 Second Rule, Relative Insanity, THINGS…, and Yeti in My Spaghetti, all these products did really well, and in the case of Spiroraph, it went through the roof. Spirograph saw disproportionate growth and is continuing to see tremendous momentum as we continue into 2021. Speaking of innovation and nostalgia, we are bringing some innovation to Spirograph later this year to take it to a whole new level, but the foundation is the brand people know and love and trust.

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DAVID NIGGLI

Chief Merchandising Officer, FAO Schwarz

How did FAO Schwarz cope during temporary store closures? What new initiatives did you implement in order to ensure a safe shopping environment for consumers when stores reopened?

Our flagship location at 30 Rock was closed from March through July. Like many other retailers, we switched our focus to our website so that our customers would still be able to shop at FAO Schwarz from the safety of their homes. When we were closed, we utilized the time to prepare for when we felt it was safe to reopen. Like other retailers, we focused on setting safety protocols and standards for our employees and guests that included the mandatory wearing of masks, visual markers for social distancing, plexiglass shields at cash wraps and demo stations, and plenty of sanitizer stations throughout the store.

In addition, all associates had daily temperature checks to ensure the health of our staff.

Our goal was to ensure safety while also delivering the quintessential FAO experience. Since FAO is synonymous with magic and known for the “theater” of the in-store experience, we spent a great deal of time implementing measures that would enable us to deliver on the FAO promise in a safe way. The feedback from our customers was overwhelmingly positive.

How did FAO Schwarz respond to the early challenges presented by the pandemic, both internally, at your retail locations, and for consumers?

At the onset of the pandemic and store closures, we focused on safety and delivering the FAO “promise” — the experience you get when you are physically in the FAO store. To this end, we focused on expanding our online assortment, thereby providing access to all of our wonderful toys despite the store closure, implementing virtual personal shopping, and introducing the Academy of Wonder.

The Academy of Wonder combines a magic or STEM product with an actual live Zoom class directly from our store to teach our customers all the amazing ways to engage with the product. Our Academy Professors provide a fun-filled and educational class that both kids and parents can enjoy safely from home.

When we reopened in July, we also utilized technology to deliver the interactive theater for which FAO Schwarz is known. This included video demonstrations and virtual demonstrations in which our demo team members live-streamed from a remote location, showcasing our favorite toys, so they could still interact with our customers, while also keeping a distance that was significantly more than 6 feet!

ERIC NYMAN

Chief Consumer Officer, Hasbro

Peppa Pig is celebrating her 10th anniversary this year! How will Hasbro commemorate this milestone?

Since its 2011 U.S. debut on Nick Jr. where it continues to be a top-rated preschool show, Peppa Pig has taken the U.S. by storm. Parents across the country continue to report that their children have learned to speak with British accents, otherwise known as #ThePeppaEffect, and now, Peppa is officially coming to America. Hasbro is honoring Peppa’s special milestone with a year-long pipeline of new content from global entertainment studio, eOne, including a new season of episodes that kicks off with a four-part special that has Peppa and her family go on an unforgettable U.S. road trip. In addition, there will be a new Peppa Pig toy line coming in the fall, new music releases, and a full roster of marketing activations, brand collaborations, and charity partnership celebrations that will delight fans of all ages across the country.

How much of your product offerings are geared toward adults and why are they so popular with this demographic?

At Hasbro, we pride ourselves on bringing new and innovative products that can be appreciated and enjoyed by consumers of all ages. Whether it be an item that is nostalgic for millennial parents like Adult Play-Doh, a refresh or unique spin on classic games that grandparents played when they were kids, such as Monopoly Bid, or collectors’ items tied to exciting new entertainment, we provide offerings with families in mind and aim to create multigenerational play experiences whenever possible.

With so many fan-focused brands and products, the successful launch of Hasbro Pulse in 2019 has afforded us a fantastic opportunity to connect with collectors and create a space within Hasbro where fans come first. Hasbro Pulse is not only a direct-to-consumer e-commerce platform, but it also offers collectors engaging programs and activations such as Fan First Friday livestream events hosted by Hasbro brand teams, opportunities to vote for the next Hasbro figure, and the Unboxed blog, which gives consumers a behind-the-scenes look at their favorite brands.

Some products our adult fans and consumers can look forward to this year include new adult-focused games, premium collectors’ figures, and entertainment-based role play and toys, beginning with honoring Lucasfilm’s First 50 Years! To celebrate, Lucasfilm and Hasbro will pay homage to Star Wars with commemorative new product releases beginning this month.

Moreover, with another robust year for content across Hasbro and our partner brands, including several Marvel films, Disney+ series, short-form series on Marvel HQ, Star Wars: The Book of Boba Fett, Disney’s Raya and The Last Dragon, My Little Pony Movie, Dino Fury Power Rangers, and more, we have a fruitful year ahead full of exciting product releases our adult collectors and kid fans alike will want to stay tuned for.

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STATE OF THE INDUSTRY

CATHERINE BACHMAIER

Vice President, Toys and Publishing, Warner Bros. Consumer Products

What trends will have the biggest impact on the toy industry in 2021 and beyond?

With the impact of COVID-19 carrying forward through the first part of 2021, the expectation is that “at-home play” will continue with high performance in games, construction, and outdoor sport toys.

We have a number of exciting new toy collections launching this year with key partners celebrating DC, animation, and live-action properties.

Batman continues to be one of the most popular DC Super Heroes in the world, and this year we’re taking a deep dive into Bat-tech. The Batman toy line will explore all the fun and innovation of Batman’s gadgets, and, of course, the Batmobile.

In 2021, we’re also celebrating Wonder Woman’s 80th anniversary. The timeless character will forever be a symbol of strength, truth, courage, and compassion, and Wonder Woman’s product collection and experiences will be infused with this spirit. Later this year, Space Jam: A New Legacy will give us an opportunity to make the Looney Tunes characters relevant to a whole new generation, and our toy assortment will feature all of the key characters from the film. The Wizarding World will also see new toy products with Spin Master unveiling an all-new range of dolls and interactive toys, perfect for extending the beloved magical stories. In 2020, e-commerce increased significantly, expediting the comfort and ease of use, and we expect that trend to continue in 2021, making it convenient for families to get the latest toys inspired by their favorite characters and stories.

How close do you work with your licensing partners and what is the process like?

Licensee and licensor partnerships have evolved into a highly collaborative, integrated development process. It is critical that the licensor category strategy is established at the earliest stages and aligned with the expertise of the appropriate licensee. There is continued communication at every level of product development and marketing activations to deliver a cohesive, successful, meaningful product segment to consumers. This highly collaborative partnership produces product lines that are authentic to Warner Bros.’ iconic brands, storytelling, and our amazing portfolio of characters. We operate as one team with our licensees for a period of 18-24 months to deliver exceptional product to the shelf.

JAY FOREMAN CEO, Basic Fun!

With major trade shows canceled or on hold this year, how do you plan to connect with retailers?

One big thing on my mind today is when, if, and how we are going to be showing and previewing product lines to our customers face to face over the next 12 months and beyond. There is no doubt about two things: Zoom is going to be a big part of the sales process going forward, and people are sick of Zoom meetings! So, what that means is that buyers and sellers are going to look forward to key trade shows like Toy Fair New York and fall previews in LA and Dallas. However, it will be questionable how many of us will travel once or twice a year to Hong Kong, and if there will be as many in-person, on-site meetings at retailers’ locations or if more of those will move to Zoom.

My guess is that if you have a hot new product to show off during events, buyers will still see vendors in person. However, quick updates and less significant product meetings will move to Zoom. Eventually, there will still be in-person meetings and traveling, but sales execs flying weekly to see accounts will be greatly reduced, even when things get back to normal next year.

This year, the consensus is at best, that fall previews in LA and Dallas can and will happen. By then, which would be 19 months since Toy Fair New York 2020 when we last all gathered at the beginning of the pandemic, we should all be excited to get on the road and gather to see and show new product. Nineteen months! Basic Fun! will book back into the Dallas Toy Fair in October 2021 in a big way. We expect attendance by all our major accounts considering the vaccine is widely distributed by then, which we fully expect to be the case.

Do you have any virtual showrooms or setups in place to show off new product over videoconferencing? What do they look like?

To be able to present our lines properly from home via Zoom, we’ve converted a traditional workspace of 2,000 square feet within our office into a Zoom and social media studio. We have invested in cameras, lighting, editing boards, and green screening to accommodate the technical needs. There is an area set up like a TV news anchor desk and a set where a presenter would kick off the brand discussion, a separate demonstration area where we cut to show a live product demo, and we intersperse background images like a TV weather map behind the host for the main pitch production.

What trends will have the biggest impact on the toy industry in 2021 and beyond?

I believe that COVID-19 has supercharged the biggest trend in our industry: the move from traditional brick-and-mortar walk-in sales, to online sales and the new omnichannel activities taking place at retail. It’s clear that 50% or more of total retail sales will quickly be going online or pick up on-site. That means foot traffic at retail stores will decrease, while overall volume by each retailer might still increase.

That is going to change the dynamics of marketing in-store dramatically, as well as price points and impulse purchasing.

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SKIP KODAK

Executive Vice President, Americas, The LEGO Group

LEGO revamped its classic play pattern and gave kids a new way to play with LEGO Dots. What other innovation is coming down the pike in 2021?

We’re always looking for ways to evolve the LEGO play opportunity into something new and valuable for builders and creators, which is why we’re excited about LEGO Vidiyo. Developed together with Universal Music, Vidiyo is a playful, innovative music video maker experience designed to celebrate today’s youth performance culture while expanding children’s creativity and love of music. Vidiyo puts LEGO mini-figures on center stage and brings them to life with an app powered by today’s hottest songs and collectible LEGO tiles — BeatBits — that unlock different effects in the videos they capture and safely share. Vidiyo offers endless combinations, tons of creativity, and seamless physical and digital play that empowers kids to create like a superstar.

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How much of your product offerings are geared toward adults and why is LEGO so popular with this demographic?

A large portion of our growth last year came from teens and adult builders who were naturally spending more time at home and searching for quality experiences to help their home time feel exciting and restorative. So it’s a happy coincidence that we had already been evolving our portfolio to include more opportunities for older builders, now with more than 70 building sets — roughly 20% — of our products specifically designed to appeal to adult builders across a variety of passions and interests. Our adult builders tell us they enjoy LEGO play as a way to escape and relax, to get creative, to lose themselves in something that isn’t a screen, to have something epic to display, and to feel a sense of achievement when they finish a build. One of my favorites was the LEGO Art collection — whereby builders recreate a famous work of art or pop culture icon in LEGO mosaic form — set to the tune of a podcast. I learned a lot that I didn’t know about Andy Warhol while I had fun assembling a LEGO version of his famous portrait of Marilyn Monroe.

2/19/21 1:07 PM

2021 INSIGHT

STATE OF THE INDUSTRY

STEVE PASIERB

President and CEO, The Toy Association

With Toy Fair New York canceled due to the pandemic, how has The Toy Association stepped up its digital opportunities for its members year-round?

We came into the pandemic having already made significant investments in technology that enabled our team to quickly launch the Toy Fair Everywhere digital market weeks, which brought in more than 3,000 buyers from more than 60 countries. There were 209 toy companies that exhibited 847 brands and 33,339 products across 15,041 showroom visits last year. And now in February 2021, Toy Fair Everywhere is set to further establish its position as the toy industry’s first and only 365 days per year B2B marketplace platform.

The Toy Association will also continue to collaborate with retailers throughout 2021 on virtual private product preview events, which in 2020 created new avenues for nearly 400 toymakers to get their products on shelves at retailers including Target, Target Plus, Meijer, Toys “R” Us Canada, Family Dollar, Spencer’s, and Urban Outfitters. Claire’s and several other diverse retailers and e-commerce leaders have approached us about taking previews virtual in 2021.

Together with our two tested and proven digital business offerings, Toy Fair Dallas 2021 is set to take place in person from Oct. 5-7, and Toy Fair New York 2022 will happen from Feb. 19-22 in the newly expanded Jacob K. Javits Center.

Maintaining this mix of digital and physical marketplaces will be our standard going forward as changes in doing business driven by the pandemic are very likely to stay.

What are The Toy Association’s key initiatives for the year ahead?

Certainly, 2020 produced outstanding total U.S. market toy sales. Even with such impressive numbers, the sector was exceptionally uneven with some product categories skyrocketing and others plunging, while toy companies ran the gamut from selling everything to not selling much at all, with similar stark contrasts across the retail sector.

We are paying particularly close attention to our member companies that were and are still negatively impacted, as well as partners in the specialty retail sector and others in the broader toy and play community who have suffered business disruptions.

Helping members advance their businesses is core to our existence. In addition to what I’ve mentioned about providing digital and physical marketplaces, our ability to deliver impactful communications, highlight trends, promote member products, use social media to advance advocacy, educate consumers about safe play and product safety, and change attitudes about the role and value of childhood play will continue to be an aggressive focus in 2021.

DEBORAH STALLINGS STUMM

Senior Vice President Sales and Marketing, Bonkers Toys

Third-party reselling on sites like Amazon and Walmart is becoming more common.

How does this impact your relationship with consumers who buy your products?

Third-party retailers can sometimes be beneficial by providing additional exposure for products and brands, but more frequently, they cause confusion in the marketplace. Many consumers do not realize these products are being sold by a third party and it can cause confusion and customer service challenges. Often, these third parties sell the items at a huge markup, which appears to be price gauging. When this occurs, customers feel they have been taken advantage of and often write a bad review of the product. At Bonkers Toys, we report any potentially unethical third parties to our retailers so action can be taken as required. In the end, both Bonkers Toys and the retailers want to ensure a positive experience for our customers.

How did Bonkers Toys successfully cope with the shift in the retail landscape in 2020?

We pride ourselves on being ahead of the curve and seeing trends before they appear at retail. Of course, no one could have ever predicted the massive impact of the pandemic, but being on trend with how kids are consuming entertainment was instrumental in Bonkers Toys having a record year.

YouTube views and video gaming skyrocketed at the beginning of the pandemic with kids and families having to stay home. Our products are based on some of the most popular YouTube stars and gaming apps, which helped our toy sales soar. We partnered with our retailers to maximize this part of the business, as well as optimizing our marketing campaigns to direct traffic to digital sales.

What do you think will be the short- and long-term impacts of the global coronavirus pandemic on the toy industry?

Despite the numerous battles we have all had to fight both personally and professionally, there is a silver lining that has emerged: efficiency. Prior to the pandemic, many hours were spent traveling to and from the office or flying to customers for meetings and presentations. I do not think anything replaces the connection of meeting face to face, however, work-fromhome protocols have given us all back time that was previously spent traveling. This has allowed us to make the most of the hours we do have and maximize our productivity in a shorter period of time. I don’t think people will immediately go back to the high levels of business travel experienced prior to the pandemic. I believe we will end up in a hybrid model. I am hopeful that major trade shows and key strategy and product presentations will once again be in person, but follow-up meetings will be just as effective as video calls.

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SUE WARFIELD

Interim President, American Specialty Toy Retailing Association (ASTRA)

With major toy show shifts due to the pandemic, how has ASTRA stepped up its digital opportunities for its members year-round?

In 2020, ASTRA quickly responded to the cancellation of our in-person show in June by offering a virtual option, ASTRA Camp. Our members responded very well, so we felt that it was imperative to offer an ASTRA Winter Camp in February of this year. With many of our retailers having upped their game to salvage the fourth quarter by offering more online options, curbside pick-up, and local deliveries, they are finding their shelves are bare and they need to not only fill them with inventory, but also find new products.

We also learned from our initial virtual Camp that our members just want to see, chat, and share ideas with one another. We started Friday Fun Days in November, which were Zoom gatherings to discuss specific topics and share ideas. These continued in January and we continued these in a new format after our Winter Camp, which ran from Feb. 19-23.

While our virtual camps are specifically for our retailers to discover new products and learn more about existing products, we always include social offerings that allow our members to have fun and carry forth our message of the power of play.

With input and help from our volunteer members, we are looking at doing a virtual game and kit event in March, and additional virtual gatherings of all members together as well for specific segments, whether it be by member category or regionally.

While the digital offerings have helped us stay connected, we know they can never fully substitute in-person offerings. We were lucky to have been able to move our Marketplace & Academy from our original June date to Aug. 5-8, and we are very optimistic that the pandemic we are facing will be minimized enough to allow us all to gather in Minneapolis.

What are ASTRA’s key initiatives for the year ahead?

We will continue with our Best Toys For Kids awards and building what the pandemic has heightened the awareness of: the importance of the local community and supporting local businesses.

Beyond the digital offerings noted above, we are going to renew and refresh the basic premises upon which ASTRA was originally based — building relationships in our industry, working together to succeed, and promoting the power of play. We have an Innovation Council made of up members from all segments of our membership that helps provide not only ideas, but also action plans for addressing our new normal and beyond. We will be reinventing our membership committees so that they can actually work with the staff to provide timely and relevant resources for our members.

To sum up our 2021 focus and goals: stay connected, work together with our members and industry partners more closely, and stay relevant as we face each new day.

ANDREW YANOFSKY

Director of Marketing and Operations, WowWee

Games, puzzles, activities, and active toys were the top categories of 2020. Were there any surprise sellers for WowWee last year?

We had a terrific sophomore year with Pinkfong Baby Shark, which also was supported by the Baby Shark Toy School online activity program soon after the pandemic hit. In addition, Power Treads launched with an exciting, direct-to-consumer campaign during the summer, which was perfect for indoor activities and the momentum carried right on through holiday, adding a TOTY nomination in the Vehicle of the Year category.

And, our newly launched Wilder toys and games division released two terrific licensed games for the older teen/adult crowd: Impractical Jokers and Hot Ones, both fan favorites with more on the way in 2021!

What trends will have the biggest impact on the toy industry in 2021 and beyond?

One trend we’ve seen emerge during the pandemic is a shift in consumer appetite for going back to the basics. Virtual classrooms are putting kids in front of screens during the school day, with video games and streaming shows keeping them there once the school day is finished. Parents are more eager than ever to enable breaks from technology through play. This was one of the factors that made the development of our Pop2Play role-play brand so appealing. Its incredibly sturdy cardboard construction is a bonus for parents because the large structures are easily folded away after playtime. With families spending more time inside than ever, parents really appreciate the extra room!

Coming off of 2020, what are you looking forward to in the year ahead?

A new year means new toys! The pandemic forced everyone to stay put, but oddly enough it bought our team closer together than ever. Being more in sync helped kick our total output up a notch. When I look around at the WowWee “virtual” 2021 showroom, I’m blown away by the number of quality brands and products we will be able to deliver this year. From our new Baby Shark’s Big Show range, My Squishy Little Dumplings character line, Pop2Play, thrilling new Power Treads sets, and a few other soon-to-be-revealed lines, I think this is one of our best efforts in years. So what I’m looking forward to most in the year ahead is seeing how the kids — and the parents — respond!

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2021 INSIGHT

STATE OF THE INDUSTRY

ERNST KICK

CEO, Spielwarenmesse eG

With major toy fair shifts due to the pandemic, how has Spielwarenmesse pivoted to connect buyers and manufacturers on a global scale?

As the world’s leading trade fair, we have a great responsibility to the toy industry. Fortunately, we were still able to hold Spielwarenmesse successfully in 2020. Just after the event, we were suddenly faced with completely new challenges.

Even before the pandemic, our trade fair participants had the opportunity to keep in touch with the toy industry all year round both on our website and our Spielwarenmesse app. We are planning on bringing international independent retailers and buyers together with more than 300 companies from around the world. At Spielwarenmesse BrandNew, participating suppliers are presenting more than 4,000 innovations on our channels, giving them the chance, despite the pandemic, to unveil their innovations to the global toy market on our highly frequented website, our social media channels, and in the Spielwarenmesse newsletter — all at the perfect time for placing orders.

What are Spielwarenmesse’s key initiatives this year?

We have set the goal of gaining a more profound understanding of the digital opportunities that we have been exploring in recent months so that we can link them to the analog world more usefully. This will enable us to expand our information offering and bring the industry closer together. Having a far-sighted view of the marketplace is more important than ever for all industry participants — even though nothing can replace the personal interaction of a fair. We still believe that trade fairs are indispensable in forging new and strengthening existing business contacts.

Besides the aspect of face-to-face communication, our event also offers a unique diversity of products that visitors can view with all their senses, as well as creative retail ideas and valuable expertise.

The postponement of the fair until July means that our preparations for the Spielwarenmesse 2021 Summer Edition are now in full flow. The health and safety of our participants is our top priority in everything we do. We are constantly adapting the detailed health and hygiene concept devised in collaboration with the relevant health authorities to the latest regulations. Our international exhibitors, trade visitors, buyers, and media representatives are already looking forward to experiencing Nuremberg in the warmer summer months. We are responding to their needs and are introducing new ideas to ensure that all attendees have a wonderful live experience at the show from July 20-24. There is so much to feel excited about!

KAREN BRANSON

Country Manager, IMC Toys

What are the advantages of a company having its own content network?

For a toy company like IMC Toys, it’s all about expanding the brand beyond the physical product. IMC Toys is focused on launching content-specific brands and has seen great success utilizing this strategy in Cry Babies Magic Tears, to the tune of more than 900,000 units sold in 2020 in the U.S. alone! Viewers can tune into IMC Toys’ YouTube content channel Kitoons, and watch custom content that furthers the brand story by delving into the characters’ personalities, the world they inhabit, and the values that they embody. Thanks to the storytelling that the channel allows, Kitoons has built a huge following with more than 3 billion views globally and counting.

VIP Pets is an example of how custom content can be leveraged to launch a brand. IMC Toys has invested close to $2 million in VIP Pets digital content alone. This creative content has helped to build a following, which has led to more than 200,000 units sold in 2020, despite having less than 50% of the market covered. We have been able to create a fan base, which in turn drives higher demand for the product. As we look into 2021, you’ll see growth from the VIP Pets brand with increased distribution, as well as increased original content from the IMC team.

What role does social media play in your marketing efforts?

Social media plays a huge role with IMC’s marketing campaigns, especially mid-pandemic where connecting virtually is the new normal. Our goal with social media is to connect with our customers in informative and engaging ways.

Not only do we create custom content that keeps consumers informed, but we also routinely implement strategies to keep followers engaged and coming back to our pages. This includes hosting contests and resharing user-generated content to really make them feel like they are part of a community.

Outside of our owned social channels, we strive to have a presence on channels that we know our customers follow. Partnerships with social media influencers are strategically put in place to ensure our products are being introduced not only to the widest audience possible, but also to the most relevant.

2020 saw the launch of the VIP Pets brand and its own dedicated TikTok channel. With the premise of hairstyling and makeovers at the core of the brand, we knew that TikTok was the best platform for the kind of content we wanted to deliver.

Leveraging strategic influencer partnerships and tying into prominent trends, the account went viral with more than 5.7 million views! This worked to IMC Toy’s benefit in multiple ways.

One, it allowed consumers to get a sneak peek of the brand and unboxing experience, building buzz, and two, it drew fans to the account which led to a total of 15,000 followers.

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2021 INSIGHT

STATE OF THE INDUSTRY

HAROLD CHIZICK

CEO, ChizComm and ChizComm Beacon Media

How are you making up for the lack of major trade shows this year with adjusted marketing strategies and PR efforts for your clients in 2021?

The lack of trade shows and in-person meetings is perhaps one of the most difficult adjustments the toy industry has had to make. The excitement they create, the surprises we unveil, the ability to see and touch product first-hand are equally important. We are adjusting our strategies and PR efforts to ensure that we are still bringing that excitement and connection in a few different ways. Helping to develop and taking part in interactive, virtual showroom tours are, of course, a part of that. But we go a step further by engaging media and influencers with personalized product demonstrations, samples, and at-home experiences to immerse them into our clients’ brands and do our best to bring the showroom experience to them. We also believe that maintaining a human, personal connection is equally important. You see our faces, smiles, and enthusiasm for the brands and clients we represent. While we are eager to get back to in-person meetings, we are making the best of the current situation and ensuring that we are in-touch and no further than a video chat away from our colleagues and partners to provide the best visibility for our clients.

What role does working with influencers play in your marketing efforts?

We pull a lot of levers in our marketing efforts to create multifaceted, out-of-the-box plans. Working with influencers certainly plays a big role in this. However, we are strategic about when, where, and how we engage them. Not every influencer is right for every brand, just like not every marketing tactic is right for every brand. As a full-service marketing and media agency, we are working with a wide range of earned and paid influencers — from micro to large scale — each serving their own unique purpose. Overall campaign objectives and KPIs, as well as other tactics being employed as part of a complete plan, help to drive what that purpose is.

In the same way that we work with other partners, we cultivate relationships with influencers versus simply and blindly sending product their way. We get to know them, their personalities, and their audience to ensure that they match up with the brands’ traits before we engage. In addition, we are thinking beyond just followers and platforms; we are looking for how, when, and where influencers can bring an added flair of uniqueness, authenticity, and personality to our campaigns.

As new platforms like TikTok gain steam, we are seeing a whole new level of uniqueness from emerging influencers.

That makes working with them even more fun and exciting.

LAURA ZEBERSKY President, Jazwares

What is Jazwares’ product development strategy for preschool toys inspired by digital-first entertainment brands?

We’ve seen a fundamental shift in how today’s preschoolers are absorbing entertainment. Just as children and their parents have watched traditional TV together for decades, families are also turning to YouTube or other streaming platforms for their favorite co-viewing content.

Each content property has something unique and engaging as part of its storytelling. When developing toy lines for digital-first entertainment brands, it is critical to create play experiences that complement what kids are connecting to on the screen. To achieve this, we work closely with our licensors to develop toys that incorporate recognizable elements of the brand — whether it’s our CoComelon Musical Checkup Case that sings the popular “Doctor Checkup” song, or our Blippi figures that are dressed up as familiar characters featured in the most popular episodes.

How does Jazwares come up with innovative takes on existing lines to keep them fresh and exciting for consumers?

At Jazwares, we pride ourselves on always keeping our finger on the pulse of trends. For our owned IP like First Act, we take a 360-degree approach that goes beyond the core product line with new content, educational tools, and licensed products from the hottest kids’ properties. We also look for opportunities to further build out the worlds of consumer’s favorite brands. A great example of this is Squishmallows, which introduces new characters every season that tap into current trends and seasonal moments. In 2021, we are also expanding the Squish universe with the debut of Squishville, an all-plush line of playsets and vehicles that will take the beloved brand to the next level.

How does creating proprietary product lines differ from creating licensed products?

With our proprietary brands, we’re the ones responsible for establishing and growing the full IP from the ground up.

We approach each new brand with a long-term strategy that looks at the full life cycle. We look closely at developing unique points of differentiation for the brand, creating a strong emotional connection with consumers, building complementary content that tells the brand story, and identifying potential brand extensions. Our newest launch, GlamCrush, is a perfect example of this strategy brought to life. In our research, we saw that beauty trends like glam makeovers and makeup crushing were peaking in popularity, however, this trend is largely untapped off the screen. This inspired GlamCrush, a new toy line anchored by collectible dolls that offer kids the same surprise-and-delight moments.

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NICOLE COLOMBO

General Manager, Collectibles and Trading Cards, eBay

What do you think will be the short- and long-term impacts of the global coronavirus pandemic on the toy industry?

Although the pandemic has forced consumers to push the reset button on their purchasing behaviors, the passion of collectors hasn’t waned. Our State of Trading Card Report shows that after the pandemic began, more than 4 million more trading cards were sold on eBay than in the prior year, and following lockdown, April 2020 was the biggest month of baseball trading cards sales, with sales spiking 82% from March.

Despite lower production yields and factory closures last year, toys were exceedingly popular. We saw significant growth for our toy categories with action figures and building toys being top sellers on our marketplace, and now more than ever, consumers are willing to pay more for items that cannot be found anywhere else.

With families spending more time at home, toys are no longer just a hobby for kids, and parents are sharing their love for nostalgic collectibles with their children — and this helped drive unseasonal demand. To fulfill the shopping void, people are turning online more than ever before to get their collectible fix, while also supporting small businesses. We suspect that long-term shopping behavior will change significantly with a renewed focus on toy collecting.

How will you continue to evolve your collectible toy department this year?

We’re always looking for new ways to enhance the eBay experience for buyers and sellers, especially within categories like toy collectibles and trading cards. In 2021, we will continue to explore opportunities where we can build more features that resonate with the different communities that use eBay to purchase and sell their favorite toys, collectibles, and trading cards.

Collectors have been some of the most enthusiastic and passionate on our marketplace; they come to us knowing they can find exclusive, trending, and unique items from fan-favorite franchises, including Pokémon, Star Wars, and more. Last year, for example, we celebrated our community by partnering with Funko Pop! to auction over 100 super rare, ultra-limited, and sold-out Funko items, including multiple prototypes.

Star Wars is another franchise that continues to surprise us.

In 2020 alone, we sold more than 4.8 million Star Wars items, having sold nearly 4 million Star Wars LEGO sets in the past five years. We also saw Marvel increase in popularity following the launch of Disney+, with more than 4.2 million items sold on our marketplace. From trending cultural moments to notable collectibles and exclusive trading cards, eBay is the ultimate destination to score vintage and new-to-market favorites.

RACHEL H. GRIFFIN

Co-Founder, PlayWise Partners

What trends will have the biggest impact on the toy industry in 2021 and beyond?

The pandemic has forced creativity in how families live life, from pod parties and drive-by birthdays to game nights with grandparents via Zoom. It’s an open invitation for a creativity surge in the toy industry as well, and we expect to see more innovation this year. With the shift in franchise movies, we expect even more products to be created around influencers from YouTube and TikTok. In addition, we believe family games, toys that deliver high play value, and learning-based STEM toys will continue to grow. Caregivers are looking to engage their kids in fun ways while keeping them off screens as long as possible, since they are spending so much time on screens for virtual schooling. Finally, we expect impulse and fidget toys to be big this year. As restrictions begin to ease, kids will be able to pop into stores with their parents (#targetrun) and spend their pocket money on the lower price point items that they love. Here’s to innovation and silver linings!

How are you making up for the lack of major trade shows this year with adjusted marketing strategies and PR efforts for your clients in 2021?

While we hope major events (trade and consumer shows) will be back by the second half of 2021, we are aware that may not be the case. Similar to the success we found in 2020, we must be creative and utilize the tools in our toolbox.

We will continue to join the conversation primarily through traditional media, social media, and influencers. Thanks to key platforms such as Zoom and Skype, as well as Instagram and TikTok, we are able to bring our messaging from trade show and consumer events to the living rooms and fingertips of our audiences, which easily converts to online sales. Additionally, we will continue to sponsor media opportunities when available to control messaging and timing.

What role does working with influencers play in your marketing efforts?

Influencers play a large role in our PR and marketing efforts on behalf of our clients. While traditional media tactics can build broad awareness, influencer content can reach a very targeted and engaged audience to drive bottom-of-the-funnel conversion. It’s important to identify the right influencers that align organically with your brand and deliver strong engagement. Overall, we advise our clients to have a healthy mix of kid and parent influencers on both the paid and the earned side across multiple platforms.

Kids and parents consume social content differently and trust different sources. To stay “in the know,” you need to tap in to all of them.

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2021 INSIGHT

STATE OF THE INDUSTRY

RALPH CHOW

Regional Director, Americas, Hong Kong Trade Development Council (HKTDC)

With major toy fair shifts due to the pandemic, how has HKTDC pivoted to connect buyers and manufacturers globally?

In the face of the pandemic, it is anticipated that global sourcing behavior will become increasingly digital and that future trade fairs will be a combination of physical and virtual formats. Several of the HKTDC’s physical fairs have been migrated online since the onset of the pandemic, with a brand-new, artificial-intelligence-driven, business-matching platform, Click2Match, helping to bring buyers and exhibitors together.

The HKTDC Autumn Sourcing Week | ONLINE (ASWO) exhibition, featuring the Click2Match business-matching platform, drew to a successful close in November 2020. The online exhibition featured more than 2,600 exhibitors and attracted more than 27,000 buyers from 132 countries and regions. In addition to organizing online exhibitions, the HKTDC also launched a year-round business promotion through its hktdc.com sourcing platform to connect manufacturers with global buyers.

What are HKTDC’s key initiatives for the year ahead?

In addition to enhancing its hybrid model that combines online fairs with physical fairs and symposiums, the HKTDC will also organize new local exhibitions and hold a number of its key international conferences and webinars online.

Exhibitions are a vital component of the business of small- and medium-sized enterprises (SMEs), helping to secure an average of 40% of orders for such companies. The fact that it will still be difficult to stage local trade shows in a physical form in the first half of 2021 will have a significant impact on SMEs. The HKTDC is reacting to this new situation in a flexible way, launching a brand-new sourcing event, the HKTDC International Sourcing Show, that will consolidate seven HKTDC trade fairs (including HKTDC Hong Kong Toys & Games Fair and Hong Kong Baby Product Fair) originally scheduled to be held in spring. The new event will run from March-July 2021 and will be held in online and physical formats, exploring business opportunities across a range of industries. The online-to-offline (O2O) format of the International Sourcing Show will help buyers and sellers alike be better prepared for the “new normal” business environment in the wake of the pandemic.

Hong Kong businesses still have to contend with weakened global demand, disrupted supply chains and elevated protectionism, business operations are expected to begin to revert to a more normal level when the COVID-19 vaccine becomes available, allowing the world economy to stabilize and rebound.

CLARK NESSELRODT Executive Vice President, Brilliant PR & Marketing

How are you making up for the lack of major trade shows this year?

Though we aren’t booking travel and helping clients develop specific show floor activation plans, from a media and influencer outreach standpoint, we are essentially acting as if the shows were still happening. But instead of making plans to walk our contacts through client booths, we are setting up virtual deskside meetings and creating customized media lookbooks featuring clients’ 2021 new products. We are also using this Q1 push for 2021 new products as an opportunity to speak to a larger audience.

Since the pandemic began, we’ve hosted more than 300 top influencers at a series of virtual showcase events that help them learn more about what is behind the brands and companies that make the products we ask them to feature. All of this represents our offensive approach. Our defensive approach requires us to focus on direct-to-consumer strategies. This involves helping clients optimize and drive traffic to Amazon, refine their own e-retail websites to pull in a greater share of online sales, drive conversion performance through digital ads, and calibrate PR value through the lens of search engine optimization and bottom line digital sales.

What role does working with influencers play in your marketing efforts?

Influencers have become a catalyst that can energize and activate so many different parts of a business. It’s easy to fall into the trap of thinking of influencers solely in terms of product promotion (even though that has never been more applicable with so many brands using Instagram Story swipe-ups as one of their most direct and measurable means for adding new customers to their digital marketing funnels and generating sales). But this is only the beginning of how influencers can be integrated into a business.

A trend we’re seeing is the evolution of the influencer from being a marketing commodity to a source of insights and creative assets. Particularly in a year when live focus groups, photo, and video shoots weren’t possible, we’ve worked with influencers to glean consumer data and develop branded photography and video. Because so many companies are courting them, they have a very unique vantage point on the industry and can be some of our best eyes and ears. And, they are only as good in their own businesses as they are excellent at content creation. This all requires you to go far beyond the product pitch to build deep relationships. We are anticipating and working with some of our clients to help usher in a shift in how influencers help brands build their own social media channels. There is a sweet spot of collaboration in which the influencer is allowed to be more active in the creative process.

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2021 INSIGHT

STATE OF THE INDUSTRY

DAVID BECKER

President and CEO, Blue Plate Media Services (BPMS)

What trends will have the biggest impact on the toy industry in 2021 and beyond?

The marketing trend that will likely have the biggest impact on the toy industry in 2021 will be the decline of kids’ cable TV networks and the subsequent rise of connected TV. Cable TV will see a ratings decline of 30% again in 2021, with a significant percentage of viewing time shifting to connected TV channels. This change in media consumption and viewing behavior will force youth marketers and manufacturers to dramatically alter media plans, seeking a replacement for the loss of visibility and reach of the cable networks. While connected TV streaming hours have risen 16% year-over-year, aided by COVID-19, it is a fragmented environment that does not as easily replace the reach of cable TV. It is critical for marketers to replace that reach.

Reach drives sales performance. At BPMS, we have done extensive work building measurable media plan components that deliver efficient reach while avoiding excess frequency.

These changes in viewing also impact TV-based licenses.

As ratings decline and kids’ viewing shifts to a larger number of platforms and more niche-driven programming, manufacturers will need to be diligent in evaluating licenses. As audiences shift across devices, it will be important to understand the impact on affinity for the license and the scale of the audiences moving forward. In this environment of fractured viewing, the days of relying solely on the license to do the heavy lifting of driving the consumer to your product, with minimal to no advertising support, are challenging at best.

What role does working with influencers play in your marketing efforts?

Influencers can play an important role in today’s media mix when reaching and engaging with kids, moms, and families. It’s not surprising that an estimated 67.9% of all U.S. marketers will use influencers in 2021, according to a November 2020 report from eMarketer. When executed properly, influencers can speak to their audience in a way that ads can’t, layering in a level of personal and intimate engagement that is often helpful in driving buzz as products launch. Whether you are working with influencers on TikTok, YouTube, Facebook, or Instagram, influencers can introduce your product to their audience, weave your message into their story, and help to dimensionalize and drive your brand.

Before selecting an influencer, however, and investing in talent, be sure you are leveraging the right influencer for the audience you are targeting and the goals and budget set forth in your campaign. At BPMS, when considering adding influencers into the mix, we think beyond simply tapping talent and consider a tactical deployment.

ANDREW PERLMUTTER President, Funko

How much of your product offerings are geared toward adults and why are they so popular with this demographic?

Funko has always had an older audience.

A lot of what we do is rooted in nostalgia from when we were kids. A friend of mine once said, “I see you’re still trying to relive your childhood,” to which I replied, “You bet I am!”

So much of what we make comes from properties we loved when we were younger, so it resonates with an older audience. That being said, we are truly a four-quadrant business, made up of men, women, girls, and boys. I see more and more young fans stacking the shelves with our products than ever before, and that really excites us.

Snapsies is Funko’s first line designed specifically for younger kids. How will Funko expand its Snapsies line this year and engage with that audience?

We could not be more excited about our launch of Snapsies in December of last year. Because our fans tend to skew older, a lot of them have children of their own. We want to make sure the Funko brand speaks to our fans and their families. When parents bring their kids to the Funko section of a retailer, we need to make sure that there is something for everyone. Funko’s core business is pop culture collectibles and we do not plan to stray from that, but when there is an opportunity to expand that to hit a specific audience, we will always explore that. The growth we’ve seen with our Loungefly and games businesses is a great example of that approach.

We are super excited about Snapsies and have a lot in the pipeline to support this brand for the years to come.

What do you think will be the short- and long-term impacts of the global coronavirus pandemic on the toy industry?

I think there are some obvious impacts around how this global pandemic has already affected the toy industry. The starkest impact is how many consumers are going online, some of whom rarely did prior to 2020. Being able to make purchases online and to have those goods arrive at your doorstep in two days is not only convenient, but also addictive for a lot of people.

Another impact that I’ve seen personally is the lack of kids running around the toy departments at my local stores. I am seeing fewer parents taking their kids into retail, likely because kids tend to touch everything. The toy industry hopes this is a short-term trend. It reminds me of when e-books came out and some people were convinced it was the end of physical books. I think a lot of this will stabilize in the years to come. Some of these trends are the new normal, but in the end, a lot of our old ways will creep back in once the world allows for it.

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SERGE MICHELI

Executive Director, The Canadian Toy Association

What are the biggest challenges facing the Canadian toy industry as we head into the year, and how is The Canadian Toy Association addressing them?

The biggest challenge facing The Canadian Toy Association is serving the needs of our members as it relates to the changing landscape due to the unprecedented pandemic.

The Canadian Toy Association is continually working on providing clarification and support to the industry members on the various provincial mandates on retail sales and essential goods and services. We are also providing guidance regarding the impact on their companies and resources that we are making available to them.

In the summer of 2020, The Canadian Toy Association updated its bylaws to include retailers as members of the organization. We are pleased to welcome our new retailer members who have also joined The Canadian Toy Association Board of Directors. This will provide a larger voice for the industry on finding ways to provide more services to the industry.

What are The Canadian Toy Association’s key initiatives for the year ahead?

In the year ahead, The Canadian Toy Association will create online networking and educational events, as we are unable to have in-person events due to the pandemic. It is important for the Association to keep providing critical information to our members, and we are building out a series of webinars that will be led by industry leaders on topics that are relevant to the industry.

The Canadian Toy Association, working with The Toy Association in the U.S., will continue to expand the Genius of Play into Canada. We will build off the cross-Canada media tour and influencer program from 2020 and will focus on promoting the benefits of play to parents and children across Canada. There is a volume of information on the Genius of Play available on its website.

In the fourth quarter of 2020, the Canadian Toy Association welcomed Indigo Kids, MasterMind Toys, and Toys “R” Us Canada as members of the Association and to our Board of Directors. We value and look forward to working together and leveraging our diverse membership to continue our focus on growth in 2021 and beyond.

We will continue to grow the Toys for the North charitable toy giving program by working with more toy companies to grow our donation volumes and expanding our partnership with the Royal Canadian Mounted Police (RCMP), Royal Canadian Air Force (RCAF), and Thomson Terminals. It is our goal to reach into more northern communities to help bring more toys to children through this amazing program.

KAT DRUBACK

Director of Merchandising, Camp

How did Camp cope during temporary store closures? What new initiatives did you implement in order to ensure a safe shopping environment for consumers when stores reopened?

While it was a difficult moment across the industry, it forced us to think differently about how and where to meet our customers. Ultimately, we went through a shift from a family experience store to a family experience company that existed beyond the four walls of our brick-and-mortar stores.

Just days after we closed our stores, we began offering free virtual birthday parties to our Camp families, an offering we would have hosted in our stores. From birthdays, we quickly expanded to all kinds of virtual experiences for families, from end of the year school celebrations to summertime tie-dye parties. Meeting our customers online through virtual events allowed us to expand our customer base way beyond the communities surrounding our physical stores. From that moment on, the entire Camp team company was focused on how to help families answer the question: What should we do today? And, throughout the past year, we have been delivering on that in several new ways — both online and in-store.

During our store closures, we partnered with Walmart to create Camp by Walmart, which included more than 100 episodes of interactive content; CAMP launched and celebrated 20,000 virtual birthdays; we created digital activity books that were downloaded 500,000 times; created socially distanced mobile airstream experiences filled with toys, food, and activities; created DIY tie-dye kits; launched an exclusive private label Father’s Day collection, and held virtual scavenger hunts.

Since reopening, we’ve taken a lot of measures to ensure our customers feel comfortable in our stores. For example, we designed a new themed experience with COVID-19 safety in mind. In September, when stores started to reopen, we launched “Art Camp,” an immersive exploration of the arts. In this experience, we encourage play and creativity at socially distanced activity stations, and all of our crafts kits can be used in-store or at home. We then launched crafts to-go at all of our locations — families can either create something in-store at socially distanced tables or take them home. In October, we hosted a Trick or Treat Off The Street at Hudson Yards Mall. At this contactless Halloween scavenger hunt, thousands of families searched the CAMP store and the mall to find tricks and treats in a fun and safe way.

In addition to constantly adapting our store experiences, all of our stores have strict safety procedures in place. For example, we require employees and customers to wear masks, provide sanitizer stations, limit the number of guests in our experiences at any given time, and enforce social distancing.

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by CHRISTOPHER BYRNE, The Toy Guy, president, Byrne Communications IN THE WEEKS JUST AFTER TOY FAIR New York 2020, when people were following up on leads, catching up on rest, and getting over the two months’ worth of jet lag that characterize the beginning of every year, the unthinkable happened.

COVID-19 swept the globe, creating an unforeseen and almost unimaginable pandemic — and everything shut down.

As is well known by this point, trade shows were canceled, manufacturing was disrupted, and shipping was upended, all with no end in sight. Even the 2021 Toy Fair New York was canceled — only the second time that has happened in 118 years. (The only other time was in 1945 at the request of the War Department to minimize travel during WWII.) Yet, after the initial shock wore off, the toy industry did what the toy industry always does: innovated. Over the past year, people in all parts and functions of the business have learned to pivot, keeping creativity, sales, and play not merely surviving, but in many cases, thriving. As work became home-centered and schools and other public gathering stopped, play filled a void.

Along the way, new practices were initiated that may become a permanent Hog Wild’s virtual showroom

part of a reimagined toy industry. There’s a proverb that says, “It’s an ill wind that blows no good,” and while the past year has certainly been a time of anxiety and uncertainty, the response of the industry has been nothing short of impressive.

WHO’S ZOOMING WHO? Would anything have been possible without videoconferencing and, particularly, Zoom in the past year? It’s become the dominant platform, most widely accepted and used since March. “The power of a live demonstration and putting the product in a buyer’s hand, cannot be rivaled by any virtual experience we create with technology,” says Steve Totzke, chief commercial officer at Mattel.

“We can come close, but the experience is not easily replaced.”

For most, the ease and prevalence of videoconferencing has also transformed ongoing communication. “The cool thing about what has happened is we’ve now moved from follow-up being by phone and email to being able to get on video and do a face-to-face,” notes Scott Flynn, vice president of sales and marketing at PlayMonster.

It’s not a perfect solution, of course.

Jay Foreman, president and CEO of Basic Fun!, notes that there is a certain level of “Zoom fatigue” that sets in, though he adds that from the early days in the spring and summer to now, presentations have gotten more sophisticated.

Even with the sophistication, companies still face hurdles, largely with getting attention and interacting. Several sales executives who did not want to be identified noted that they found themselves presenting to buyers who didn’t turn on their cameras, so they had no idea who they were presenting to.

Yet one idea that most industry players agree upon is that videoconferencing has expanded reach and engagement, with more people at more companies able to take part than in the past. “Going virtual has allowed us to spread the joy of the toy industry to people who would not traditionally have traveled to a toy fair, such as planners,” Totzke says. “There is undoubtedly a huge benefit to being able to invite more decision-makers into the room, even virtually, to showcase and demo our products.”

VIRTUALLY THERE Without question, Toy Fairs are the lifeblood of the industry. “We are a mature industry; it’s part of our life and our lifestyle. Going to shows, going to Hong Kong — [there are] not a lot of us who want to give that up,” Foreman says.

Still in this “pause” year, that’s exactly what had to happen. The latest news to come out of The Toy Association, which puts on Toy Fair New York, is that the postponed May show is also canceled.

The focus will be on Toy Fair Everywhere digitally and Toy Fair Dallas, which is set to take place from Oct. 5-7.

“Our goal is to put buyers and sellers together,” says Marian Bossard, executive vice president, global market events for The Toy Association. She adds that there is no way that an in-person fair can

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be replicated online, but the Toy Fair Everywhere market weeks last fall were considered successful.

Ralph Chow, regional director of the Americas for the Hong Kong Trade Development Council (HKTDC), says that the organization has expanded its webinar program. Originally hoping to reschedule the January Toys & Games Fair to April, it has since been moved out to July. However, HKTDC maintains close contact with more than 3,000 buyers and exhibitors, and its business matching program has been working overtime since the pandemic began to ensure potential business partners find one another.

There’s no question that trade fairs are a huge expense, and most companies have staff who specifically handle them.

This is not so much the case for a new, tech-driven showcase. Still, toys are sold most successfully when they can be seen in action, and many companies have invested in creating showrooms that come as close as possible to recreating that in-person feeling.

Very early on in the process, it became clear to almost everyone that simply sharing a PowerPoint presentation wouldn’t be enough, and that became a challenge for companies with large products. According to Susan Russo, KidKraft’s vice president of product marketing and branding, one of the biggest problems the company had to solve was how to show the scale of the product in an image on a screen. The key was bringing the toys to life with videos and showing their interactive elements.

THE SHOW MUST GO ON CEO of Far Out Toys Keith Meggs says that fortuitously, the company was already in the process of expanding its permanent showroom in El Segundo when the pandemic hit. With a few tweaks and some added technology, the showroom became a studio, and the company is continuing to refine its presentations. Meggs says the company has benefited from this setup in many ways.

“It actually creates a more ‘equal footing’ in this competitive environment,” he says. “We’re still a small company, but through video, we can be as big as we want to be, so we’re looking at that as a major opportunity.”

The perception of size made a

difference for Adventerra Games. The company enlisted friends and neighbors to make videos of its games to share as part of its sales process. “It didn’t matter that the light or background wasn’t perfect — the children were laughing and wiggling and yelling,” says Sue Mundell, U.S. CEO of Adventerra Games. “It’s clear they’re having a blast! So, I think those videos helped make our case. Instead of just telling everyone at the trade shows that our games are fun, we were able to really show them.”

As companies had to scramble, the urgency to “put on a show” was high.

“While we might be saving money on trade shows, we were losing opportunity,” says Josh Loerzel, vice president of sales and marketing for Hog Wild. So, in the best showbiz tradition, the company built out an area of its warehouse that could become a virtual showroom.

“After all, there’s been a lot of adaptation, learning, and experimentation in a very short amount of time; why walk away from something that’s proven effective?”

In addition to full-on, virtual buyer meetings, Hog Wild created 1-to-2-minute video pitches of many of their items, essentially turning their catalog into an interactive experience that could be shared as an initial contact or follow up to a meeting. For a company that stresses active play, this was an important pivot.

“It worked better than we thought it would, and made us look more polished,” Loerzel says.

And it wasn’t just manufacturers that were innovating during the pandemic.

Canada’s Mastermind Toys created a virtual “Play Preview” to be able to continue the process of reviewing and curating products. “We have modeled the format of the Play Preview to be a similar experience to attending a toy fair and going booth to booth,” CEO Sarah Jordan says.

“We scheduled virtual meetings with vendors with the understanding that they

need to be efficient with their proposal, just as they would if we were stopping by their booth to see what they have to offer. The Play Preview is the first step in having more regular, virtual touch points throughout the year and continuing the momentum we are seeing by bringing vendors on as our partners.”

WHEN WILL I SEE YOU AGAIN? There are many innovations that have emerged from the pandemic. Using virtual tools for enhanced collaboration within companies, and specifically in sales and marketing initiatives, is likely here to stay. Some kind of hybrid experience is the general consensus moving forward.

After all, there’s been a lot of adaptation, learning, and experimentation in a very short amount of time; why walk away from something that’s proven effective?

KidKraft’s Russo summed up what many said in observing that the pandemic had accelerated changes in the industry that were happening anyway, and that the industry will thrive because of these advances. Richard Gottlieb of Global Toy Experts estimates that by the end of 2021, the industry will be where it might have been by 2025.

Still, everyone is eager to get back to trade shows and in-person meetings.

Meggs of Far Out Toys says that in-person meetings at retailers during the year are “the working meetings that drive the most response from the buyers.”

Trade shows provide the opportunity to show the breadth of the industry, feel the buzz, and put on a show. As of print time, it’s unknown when shows or travel will resume. Some are hopeful for Toy Fair Dallas in October, but the greater consensus is that the industry will be able to gather in person again in Hong Kong in January 2022.

And, happily, the show must (and will) go on. » Christopher Byrne is a toy industry veteran with more than 30 years of experience working at toy companies, writing, and studying the business. In addition to writing for major trade magazines, he has published seven books on toy-related themes, comments regularly on the business and child development as it relates to play, and co-hosts “The Playground Podcast.”

Follow him on Instagram: @thetoyguy.

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Current Status:

Surviving Post

These small businesses are weathering the COVID-19 storm.

by JACKIE CUCCO, senior editor IT’S SAFE TO SAY THAT COVID-19 has dominated our lives this past year. As the pandemic continues to rage on, small business owners are facing the biggest challenges of their lives. What does one do when confronted with mandatory shutdowns, startling changes in shopping patterns, and the halt of human interaction? “Thinking outside the box” is always a useful skill to have, but retailers have really had to twist their brains and get creative to pivot their business strategies in ways they’ve never thought of before.

The one constant in life is change, and toy stores are doing just that to find new ways to reach customers from afar.

The Toy Book spoke with several specialty toy shops across the U.S. and a retail profit coach to share some of their best practices and biggest struggles, and to see how they are adapting in unexpected ways to weather the storm.

CONTENT BOOKSTORE AND KIDS’CONTENT IN NORTHFIELD, MINNESOTA Jessica Peterson White opened a local bookstore in Northfield, Minnesota in 2014 and expanded with an attached toy store in 2019. Content Bookstore and Kids’Content had to close its doors in midMarch due to the governor’s orders, but was granted an exemption to reopen as a critical business since the shop provides books and supplies to local public schools.

“We were completely swamped with orders during the lockdown and afterward,” Peterson White says, citing that her store processed a total of 321 online orders in all of 2019, which dramatically

increased to 5,130 online orders last year. “We had to convert the store into a shipping warehouse overnight, which was really challenging.”

Online orders became the new normal, and luckily, Peterson White already had e-commerce and a fulfillment system in place for the bookstore portion of her business. The employees already knew how to print postage and had packaging on hand. All they had to do was get the toys and other non-book items up on the website. “That was the bigger shift for us, but it’s something that will serve us well moving forward,” Peterson White says.

Her biggest sellers were jigsaw puzzles, arts and crafts toys, tabletop games, and anti-racism books. Inventory planning served the store well, helping Peterson White project sales and keep track of what consumers want. “If I didn’t have an inventory planner, I wouldn’t have had all those jigsaw puzzles and I would’ve missed out on thousands of dollars,” Peterson White says. “It’s going to be even more important for the coming year so that I can feel confident to adapt my inventory while trends are shifting.”

One of her biggest concerns is the loss of precious one-on-one time with customers as shoppers shift to a virtual world. “We have to make sure the customers get the same hands-on, high-service, individual attention when they place an order remotely as they do when they come in the store because we’re going to have a lot of customers who will continue shopping online for a while,” Peterson White says. She also found that the store’s customer base grew significantly because people were shopping online

from all over the country.

Retailers can stand out from the crowd by personalizing the virtual shopping experience just like they would for an in-store experience. Peterson White does this for Content Bookstore and Kids’Content by creating curated product lists and gift ideas for the website that she constantly changes the same way she would for an in-store display. “We feature the heart and soul and personality of the store on the website, putting attention on the things we personally are excited about,” she says. “People come to us because they trust what we have chosen.”

She also utilized social media tactics, such as hosting Facebook Live videos for the first time to highlight particular products and to give consumers a closer look at the shop when they couldn’t be there in person. “I was blown away by how much impact those videos had and how much people liked them,” Peterson White says. “Especially for customers who are hardly going out and are very hunkered down. It feels good for them to be able to see inside the store and see my face. It’s a human connection and those were really powerful.”

Retaining communication with customers is also extremely important. The employees at Content Bookstore and Kids’Content will pick up the phone to clarify anything that looks wonky instead of leaving it to chance, like if an order appears to be a gift, but the customer didn’t specify the gift wrap option. “It communicates that we’re looking out for them,” Peterson White says. The shop also invests in seasonal packaging and stickers to include with orders, as well as writing

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personal notes on bookmarks and sticking them in each package. “Those little things make such a difference in people’s experiences when they compare it to something that comes from Amazon in a box that’s four sizes too big, stuffed with bubble wrap and no personal touch,” she says. One of her challenges going into the new year is to follow up and stay in touch with her newer customers by reaching out to her holiday shoppers and writing hand-written thank you notes to the customers who supported the store from afar.

PLAYNOW IN WESTFIELD AND LUDLOW, MASSACHUSETTS Raymond Vigneault and his wife Noreen had arrangements to open their first toy store last April, but the pandemic had other plans. They were delayed a few months, but they still managed to open up shop in Westfield, Massachusetts in June — and the store did so well that they even opened a second location in Ludlow, Massachusetts in November.

What was the key to their success? Focusing on the local community and making the shopping experience convenient for the customer.

While a lot of stores were limiting their hours to mid-day, Playnow was able to stay open later until 7 p.m., which customers appreciated when they couldn’t find anywhere else to go during that time. Playnow also lucked out with pandemic real estate gold with not one, but two prime locations next to grocery stores, giving them built-in traffic for

both shops.

To get the word out, Playnow put a big focus on its advertising efforts, including digital ads, banner ads, social media, TV commercials, and yard signs. “We hung signs at the end of the highway and people were coming in immediately,” Vigneault says. “They cost about $12 apiece — the cheapest possible advertising that we’ve done — and people were coming in, saying that they didn’t know we were here until they saw the signs.

Sometimes, you just have to let people know that you’re there and you’ll get an immediate response.”

Playnow created a presence on Facebook, Instagram, and community forums to interact with consumers. “We’ve been very aggressive with responding to messages immediately. The worst thing you can do is wait,” Vigneault says.

Although Playnow seemed to have a lot of luck, not everything went according to plan. “I spent about two years planning this store out and what it was going to look like,” Vigneault says. He had visions of hands-on activity tables and places where kids could play in the store, but people are now hesitant about the types of experiential shopping that were so popular in recent years. Vigneault redesigned the layouts to use the extra space for more product storage.

Since opening, Playnow has tripled its science kits and arts and crafts inventory, and increased its stock of educational items to help with distance learning.

Board games have become the store’s No. 1 category. “We didn’t anticipate

Two Playnow locations opened in Massachusetts during the pandemic.

board games to be this big, but we pivoted,” Vigneault says. “We’re always asking our customers what they’d like us to carry.”

Playnow has a website with 3,000 items ready to go, but Vigneault decided to hold off on launching the shipping feature to avoid all the pandemic-related mail delays. Instead, he put the focus on in-store and curbside pick-up and beat his holiday sales projections by 10%.

There are plans to launch shipping options before spring. “We thought it was more important to introduce it at a time when things can ship timely so that we can do it right,” Vigneault says. The store also offers a popular loyalty program, and Vigneault is anticipating opening another toy store before the end of the year.

GIVENS BOOKS-LITTLE DICKENS IN LYNCHBURG, VIRGINIA Givens Books got its start in 1976 as Boonshire Books, changing its name to Givens Books in 1980 and expanding to become Givens Books-Little Dickens in 1999, offering new and used books, toys, gifts, and school supplies. Even after 45 years, the store is keeping up with the times and surviving the pandemic with the help of the local community.

“I feel one of the most noticeable results of COVID-19 in smaller communities, or at least ours, has been solidarity behind small businesses and a more mindful awareness of shopping locally,” says owner Danny Givens. “Some customers very specifically reduced their online shopping from large internet companies and did curbside with us, shopped online, or came in briefly to grab their items. They wanted us to survive and we felt their support.”

Givens Books-Little Dickens emphasized shopping locally in its advertising as well, pushing the message: “Support your local stores so our communities remain vibrant and thriving during and after COVID.” Givens used signage, banners, the store’s website, and local news stations to get the message out and to let people know the store was still there and ready for action.

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Givens Books-Little Dickens has been a community staple in Lynchburg, Virginia for 45 years.

nities where there are lots of well-run, family-owned, unique businesses,” Givens says.

The store was active on social media pre-pandemic, but Givens took the opportunity to put even more of a fierce focus on Facebook and Instagram, hiring a part-time employee to help out and put more energy into it. They used social media to remind customers of the store’s presence, as well as to highlight safety measures, different ways to shop, and specific products they carry to help curb the boredom blues. Givens also made sure to highlight products that met the needs of homebound families and saw a surge in puzzles, games, outdoor toys, workbooks, and various activities. “This was very important since kids were home with nothing to do as the nation went into lockdown,” Givens says.

It can be difficult to read the room during such dark times, but Givens Books-Little Dickens got creative with light-hearted posts and videos. “We found that humor often got the best responses — uninhibited, silly humor — and human interest stories also worked well,” Givens says. He explains that they got customers involved by getting photos of families shopping and asking them questions about how the pandemic was bringing them together and what they were learning, as well as sharing inspirational stories of people helping others.

“These small stories got very large hits,” he says. “Customers love seeing their neighbors, friends, and community mem-

bers featured on a post with a positive, upbeat story.”

Givens Books-Little Dickens also prepared for an increase in online shoppers by amping up the amount of product on its website and making it more user-friendly. That paid off because the website had a tenfold increase in traffic.

The employees also used FaceTime and phone calls as selling tools.

Givens emphasizes organization, making sure the store was ready for business with a clean website, up-to-date contact lists, a template for taking calls and web orders, and designated shelves for orders so that employees could find customers’ bags quickly for curbside pick-up. “We wanted to make the shopping experience easy, quick, convenient, and safe,” Givens says. Holiday sales ended up being even stronger than the previous year.

WORDS OF WISDOM FROM A RETAIL PROFIT COACH Jennifer Abraham Rust is the founder and CEO of Creative Profit Planning, helping retailers make their stores profitable through business analysis and financial planning. During a year when so many businesses were falling apart, she helped her clients rework their plans and reassess their strategies to succeed.

“What I saw with my clients was that the ability to quickly pivot was the most important thing that they did,” Rust says, stressing that retailers need to have omnichannel ways of selling to meet cus-

tomers’ needs and to cater to how they want to shop.

Businesses did this by building websites if they didn’t already have them (or making their websites more user-friendly), hosting online and virtual events, setting up private shopping appointments, offering local delivery, and creating personalized experiences for customers, such as custom-made Easter baskets sold by price-point and age group. “The customer base was so appreciative of the fact that the store saw the need and met the need, and did it in a way that created a great experience, that they became a loyal customer base and continued buying from them after the shutdown ended,” Rust says.

The most important strategy for any business to have is a plan. “I can’t emphasize enough, if you have a plan, you can adjust the plan. If you don’t have a plan, then you’re really winging it,” Rust says. This applies to the uncertainty of the pandemic, but will serve businesses well for any future issues that may arise, such as blizzards or power outages.

Rust offers a course called “Retail Roadmap to Financial Success’’ that helps store owners understand how to make small changes in their business to help their bottom line. She also works one-on-one with clients to create, monitor, and adjust plans to help them understand their finances and drive profits, which retailers can learn more about by visiting creativeprofitplanning. com. “There is no more room to treat your business like a hobby anymore,” Rust says. “You really need to treat your business like a business and run it like a professional in order to survive during these challenging days.”

There’s no way to predict what the future has in store in the volatile world that we’re living in, but small business owners can hone in on their customers and rally their communities to become a powerful lifeline. All we can do is forge forward and ride it out together. » Jackie Cucco is a senior editor at Adventure Media & Events. She covers toy trends and entertainment news for the Toy Book, the Toy Insider, and the Pop Insider.

You can visit her on Instagram @saucyjac and say hello to her pet bunny Peepers @thebigpeep.

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Is This the end of the Licensee?

Major Shifts Occur as the Slicensing Era Continues

by JAMES ZAHN, senior editor THE STORY IS A LEGENDARY ONE: an oft-recounted tale that sparked a turning point in toy and licensing history.

In 1976, 20th Century Fox approached New York-based Mego Corp. with a licensing opportunity tied to a low budget sci-fi film from a scrappy little production company run by the guy who directed American Graffiti. Mego, then dominating the action aisle with its popular range of 8-inch, doll-like clothed action figures, didn’t see much potential in a movie called The Star Wars.

But Cincinnati-based Kenner Products did. The General Mills-owned company known for Play-Doh and the Easy Bake Oven then innovated the entire action category with its 3.75-inch scale Kenner Star Wars collection. Within a few years, nearly everyone — including Mego — had copied the scale, and the hunt for the next big master license was on.

For most of the past 45 years, the master toy license for Star Wars stayed with the Kenner lineage, following the company through ownership changes and landing under the Hasbro umbrella in the mid-1990s. But then, just as Toy Fair New York kicked off last year, an unexpected change took place.

Hasbro and The Walt Disney Co. — which acquired Star Wars owner Lucasfilm Ltd. in 2012 — revealed a renewal and extension of their “strategic merchandising relationship” for the Star Wars and Marvel franchises. The carefully worded announcement was conspicuously missing some verbiage that had long been a part of the deal: “master toy partner.”

Star Wars has had countless licensees come and go, but certain categories — notably action figures and plush — had been firmly locked under Hasbro and Kenner. With the revised deal, the blast doors opened for new players to enter a galaxy far, far away by offering similar products in slightly different scales thanks to slicensing: the process in which a license is shared among similar licensees in the same space.

By midyear, Mattel and Hasbro were offering competing versions of The Child, aka Baby Yoda, from The Mandalorian, and Jazwares’ Kellytoy division was serving up Squishmallows versions of The Child, Chewbacca, and BB-8. Meanwhile, Hasbro’s 3.75-inch Star Wars: The Vintage Collection and 6-inch Star Wars: The Black Series action figures were joined by a new 7-inch scale Star Wars Select collection from Diamond Select Toys.

“The days of the master licensee are over,” says Michael Goodman, founder and CEO of Toronto-based licensing agency MLGPC. Goodman, who represents classic brands, including The Original Big Wheel and Weird-Ohs, recently inked a first-look deal with The Nacelle Co. — producers of Netflix’s The Toys That Made Us — to identify toy properties for its development and production slate. Goodman says that the shift away from master agreements “has a lot to do with the complete fragmentation of our current media landscape” across multiple, competing, platforms.

“In the past, if you owned a content-based IP, that content would be

aired to a captive audience on one of three networks or be one of three films opening in theaters at a specified time,” he says. “If you own a content-based IP in 2021, it’s likely to live on one of many platforms, and because of that reason, there’s probably not enough of an audience to convince a toy manufacturer to allocate significant resources to licensing, producing, and ultimately marketing product based on that IP.” One point of major concern is the lack of a genuine, knocked-out-of-thepark, digital-first hit toy line. While many series from Netflix, Hulu, and YouTube have spawned toys and other consumer products, it’s arguable — sans a couple of influencer-based toys — as to whether or not a streaming service will inspire the kind of hits that Saturday morning or after- school cartoons used to generate.

“Toy companies wait for — or should be waiting for — a hit now before becoming a licensee on an IP,” Goodman says. “The advantage of waiting for a hit is that you have a more precise prediction of how much business products based on any IP will sell, especially if the streamers share numbers. Look at The Mandalorian. Not only did the licensing business around it explode when it became a bona fide hit, but also no one had exclusivity in toys — and look at the thriving business that’s been built around it.”

Elsewhere in the action aisle, another major shift further signaled that the category itself might be ground zero for the seismic shifts that are reshaping licensing agreements between IP owners and toytoybook.com | FEBRUARY 2021 | THE TOY BOOK 81

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McFarlane Toys’ DC Multiverse Batman Build-a Last Knight Wave

makers. Warner Bros. Consumer Products (WBCP) unlocked the master toy license for its expansive line of DC Comics and DC Entertainment properties in 2018.

“There are a few factors that are contributing to the shift away from the dependence on master licensees, but the biggest is probably consolidation,” says Anita Castellar, founder and CEO of FanGirl Consulting and Brand Management, and former hardlines licensing manager at Lucasfilm. Castellar, who represents licensing for Ol’ Dirty Bastard, Boss Fight Studio, and Masked Republic, says that continued consolidation is placing a bigger burden on many IPs under one roof.

“These companies begin to apply the 80/20 rule, which means that if your brand is not part of the business driving 80% of the revenue, it will most likely fall to the bottom of the list when it comes to care and attention by the master licensee,” she says. “IP owners need to branch out with more partners in order to have a better presence at retail if the master licensee is not producing goods at a level that is satisfactory to the brand owner, or if the product lines have become less innovative and less distinctive.

Toy companies tend to homogenize their product development across multiple properties in order to be more efficient and minimize risk.”

Mattel, which spent nearly 20 years as “master toy licensee for the entire universe of DC Comics characters,” renewed its partnership with WBCP in 2018 to continue producing licensed DC toys in the girls, preschool, vehicles, games, and novelty toy categories. Without the master designation, Spin Master stepped in to launch new kid-focused lines of action figures, vehicles, and playsets featuring Batman and other DC Comics characters, while McFarlane Toys took over the design and production of premium, collector-focused figures and vehicles, all of which hit retail in 2020.

McFarlane Toys’ CEO and Creative Force Todd McFarlane says that the process of being a category and scale-specific licensee is a balance that comes with the opportunity to refresh and reinvent iconic licenses with new designs and characters that have never been put into plastic form.

“The most important aspect — which may make it the most challenging — is to coordinate with all the other items that are coming out to retail from the brand,” McFarlane says. “Essentially, no one wants to be offering products that are being done by another licensor with that same brand. Additionally, from a creative viewpoint, [I question] how I can add value and/or detail to an item that might not have been there in the initial character designs ... to make a figure jump out to the customer’s eye as it hangs on its store peg hook.”

The initial assortments from Spin Master and McFarlane did very well in the past year and have already been refreshed for 2021, complete with a new visual identity for Spin Master’s Batman line and McFarlane’s new assortment of DC Multiverse figures inspired by the Batman: Last Knight on Earth comics.

“Probably the most fun comes in attempting to give a slight twist to the figures and characters that have already been out in the marketplace in the past, so even those fans that have those older items will be awakened to a different — and hopefully better — quality,” McFarlane says.

Spin Master’s Vice President of Marketing and Global Business Unit Lead, Boys Adam Hyman says that while the company does hold master licenses for properties including Monster Jam and Supercross, working on the DC lines offers the company a chance to connect with kids in new ways to put “smiles on their faces.”

“We have the incredible opportunity to inject fun, innovation, and value to the amazing characters and rich stories of some incredible franchises,” Hyman says.

“If that means we focus on one key area

rather than a master toy license, it makes no difference. The DC Universe is such a well-established, trusted, and loved franchise that we take great pride in being an important part of the family. There is no better feeling than watching a child open up and play with a toy that our team has put so much time into creating.”

The shift away from the concept of a global master toy partner certainly doesn’t mean that the position no longer exists. Over the past 18 months, deals for both emerging (Bluey, Apex Legends) and legacy (Smurfs, Ghostbusters, Halo) brands have awarded master licenses to companies including Jazwares, Hasbro, Jakks Pacific, and others. The biggest question moving forward is how quickly the rest of the industry may take the stance that a master licensee is no longer necessary as the business evolves and the continued — and sometimes confusing (see: Fortnite) — growth of slicensing becomes the norm.

While Goodman insists on non-exclusive deals for his clients for younger brands, Castellar believes that there are still some benefits left to be had for parties of all sizes.

“I don’t think the master licensee model will go away any time soon, and I do think there is still value in this type of relationship,” Castellar says. “It’s an efficient way for less established brands to build the core product categories that are foundational when launching a new licensing program. For toy companies, it is a great way to make a bet on a new brand that could be the next blockbuster franchise. Not every company can replicate the immediate success of Kenner’s empty box campaign, but the toy industry is full of dreamers, so we are always chasing after it.”»

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WHAT’S NEW NINTENDO EDUCATIONAL INSIGHTS This spring, kids ages 5 and up can learn about slide microscopes with Educational Insights’ GeoSafari Jr. KidScope. The set features a functional microscope, complete with a rotating stage, a double-eye viewer, an LED light, and a storage drawer. It also comes with 15 slides that feature 60 images for kids to view.

In Nintendo’s upcoming title Super Mario 3D World + Bowser’s Fury, players will pounce and climb through dozens of colorful stages. In the game, Mario and his friends can use power-ups like the Super Bell, which grants catlike abilities, such as climbing and scratching. Up to four players can work together locally or online to reach the goal and to see who can get a high score. Super Mario 3D World + Bowser’s Fury features the same co-op gameplay, creative levels, and power-ups as the original game, but with many new ways to play.

Players will explore a new world as they fight for survival with their customized team of heroes in the game Bravely Default II, a role-playing game adventure. They will balance risk and reward in turn-based battles with Brave and Default in-game commands as they follow the story of a young sailor setting out on a grand adventure, meeting plenty of friends and foes along the way.

BONKERS TOYS Bonkers Toys adds to its Ryan’s World offerings with a smaller version of its Cap’n Ryan’s Mystery Treasure Chest, which features new surprises, including micro-figures, a pirate ship, putty, a Dig ‘n Discover chest, and pirate gear. There is also a glow-in-the-dark version of the chest, the Cap’n Ryan’s Micro Mystery Ghost Chest, available exclusively at Target.

In March, the Ryan’s World World Tour Hot Air Balloon will also launch as a Target exclusive. This set contains 12 country-themed micro-figures, a passport book, and a hot air balloon case that doubles as a storage container.

Bonkers Toys also expands its Trinity & Beyond line — inspired by the YouTube channel of the same name — with the Trinity & Beyond Mystery Heart Jewelry Box Series 2. The Trinity-themed jewelry box features secret storage compartments, a fashion mirror, buildable mystery figures, jewelry, hair accessories, and more.

These YouTube-inspired toys are all designed for kids ages 3 and up.

Cap’n Ryan’s Mystery Treasure Chest

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ADK EMOTIONS NY ADK Emotions NY will expand its Beyblade brand with two new toys from Hasbro designed for kids ages 8 and up. The Beyblade Burst Surge Speedstorm Volt Knockout Battle Set is a battle arena that features a Power Vortex at the center.

This energy zone pulls in Beyblades and gives them a speed boost.

The Beyblade Burst Pro Series Starter Packs each come with a Beyblade top and a launcher, featuring the authentic Japanese Beyblade Burst battle system.

The sets also come with sticker sheets, so kids can apply detailed designs to these premium tops. Both products will be available this spring.

DISGUISE This fall, kids ages 8 and up can pretend to become Optimus Prime with Disguise’s Transformers Converting Optimus Prime costume. The jumpsuit features printed artwork and 3D foam chest, arm, and leg pieces to create dimension.

The costume also features an Optimus Prime mask, printed gloves, and a removeable tractor-trailer cabin top.

Kids can wear the costume in three modes: fully loaded, partially loaded, or just as a jumpsuit.

FUNKO Funko expands its accessories lines with Marvel-themed Pop! Sockets. Characters in the collection include Iron Man, Spider-Man, Captain America, and Thor. All of the Pop! Sockets feature Funko Pop! styling and colorful artwork.

ABACUS BRANDS Bill Nye’s VR Space Lab from Abacus Brands is an 85-piece, interactive space science kit. With this immersive activity set, kids can complete STEAM learning activities with augmented reality (AR) and virtual reality (VR) components. The virtual Bill Nye the Science Guy pops out of the pages of the 80-page book to guide kids through more than 40 interactive lessons. This kit will be available this fall.

Kids can jump into the kitchen with the stars of MasterChef Junior with Professor Maxwell’s VR MasterChef. Kids can learn different recipes, cooking techniques, plating, knife skills, food science, and more while making their own meals and snacks. The 80-page instruction book includes 30 recipes on pages that turn into live-action videos in AR featuring step-by-step instructions from former MasterChef contestants. This kit will be available in the fall.

Kids can become globe-trotters and learn about different cultures through hands-on projects and experiments with Professor Maxwell’s VR Atlas. They can watch as the step-by-step images within the 148-page instruction book turn into live-action videos in AR. Kids can explore landmarks, points of interest, man-made and natural wonders, cultures, languages, and food from around the world. This 45-piece kit will be available in April.

All of these sets are designed for kids ages 8 and up.

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WHAT’S NEW FUNVILLE

Evangelion Tamagotchi

BANDAI AMERICA Bandai America continues to offer new portable gaming devices.

In addition to more Original Tamagotchi styles for kids ages 8 and up — plaid, tie-dye, stone, marble, and spring stripe styles will debut this spring — Bandai will debut more licensed versions for kids ages 6 and up.

With the Demon Slayer Tamagotchi, players can raise a demon slayer and master different Breath styles. Depending on which training methods are used, players can raise one of nine Breath users, which are based on the manga.

In stores this spring, the Evangelion Tamagotchi line will grow with three more devices: Evatchi Kaworu, Evatchi Mari, and Evatchi Rei. Kids can raise their own angel from fetus, to cocoon, to one of 20 different types of angels.

Digimon X is based on the Original Digivice that started it all. It has new features, including Random Attack Generator, New Quest mode, Digimon facial expressions, new evolutions, and more. Digimon X is available in multiple colors that kids can hatch, raise, feed, and train their digital monsters.

Funville unleashes prehistoric predators with Dinos Unleashed products, which will be on shelves this spring and is designed for kids ages 3 and up. The Walking & Roaring T-Rex walks, roars, and features realistic eyes.

Real Roaring Dinos is an assortment of four dinosaurs, sold separately, that each feature different roaring sounds and motions.

Chomping Dinos will snap and chomp all day long. Four dinosaurs are available.

Kids can jump into the world of Dinos Unleashed with the Mini Dino Surprise Egg. There are 16 dinosaur figures to collect, each featuring accessories and neon green sand.

Walking & Roaring T-Rex

ELENCO This spring, Elenco expands its Snap Circuit coding line with Code Journey, Discover Coding, and Explore Coding kits. With these sets, kids can build a project, download the Snap Circuits app, and control the project using a smartphone or tablet. The sets provide an introduction to Blockly coding.

Kids can learn the basics of electronics and alternative energy with the Snap Circuits Green Energy Set, which introduces clean energy concepts like electric cars and windmills.

The Snap Circuits MyHome set teaches kids about working circuits and how electricity powers their homes.

The company will also add two sets to the Teach Tech line. The Teach Tech KC3, also available this spring, is a mission-based keypad coding robot that encourages beginner building and coding. Kids can build the screen-free robot into three forms: shooter, doodler, and sweeper.

Teach Tech Dizzy 6-in-1 Gyroscope Machine will be available this summer and can transform into six different builds. After they build Dizzy, kids can launch the machine by pulling the ripcord.

All of these sets are designed for kids ages 8 and up.

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WHAT’S NEW TOP SECRET TOYS GigaPets from Top Secret Toys are a modern take on the handheld, virtual pets from the ‘90s, featuring new elements such as augmented reality, mini-games, and multiple evolutions. Kids can feed, bathe, play games with, discipline, train, and take their pets to the doctor. They are available in pixie, puppy, kitty, T.rex, unicorn, and troll styles.

The Dissect-it Frog Lab simulates the experience of scientific dissection using a proprietary, carvable, eco-friendly, gelatin frog.

Kids can use the provided tools to reveal the organs and skeletal structure inside.

PreCasso acts as a virtual art instructor that teaches kids how to draw 50 different images using line-by-line animations on a back-lit display. Kids can select an image to draw, select how fast PreCasso should demonstrate how to complete the drawing, and follow along with the included pencil and paper.

These products are suitable for kids ages 5 and up.

MONOGRAM INTERNATIONAL Monogram International will expand its line of products inspired by The Mandalorian, including The Child with Cup Bank. This lightweight, PVC bank is 7 inches tall and is shaped like The Child. Kids ages 4 and up can use it to collect coins.

Monogram International also has new partnerships with Dragon Ball Z, Golden Girls, and Seinfeld. Plus, it will continue to produce collectibles and gift items for Disney, Pixar, Universal, Hasbro, TOHO, Marvel, Star Wars, Warner Bros., Toei Animation, Funimation, and Fox.

THAMES & KOSMOS Thames & Kosmos introduces a squad of robot pals this fall with ReBotz: Rebooted Robots. Kids ages 6 and up can piece together a motorized model of each ReBot from a set of easy-to-assemble parts, then switch it on to watch how it moves in a whacky way.

Kids can explore the greatest hits of the Ooze Labs series with Ooze Labs: Big Box of Science. It includes everything kids need for four experiments, plus, directions for more experiments that incorporate household materials.

Gravity Bug: Free-Climbing MicroBot defies gravity as it climbs, crawls, and moves around windows with ease. Kids ages 8 and up can learn about gears and more as they build the bot.

This summer, kids can build the Incredible, Inflatable Aero Dancer.

Once built, this motorized device slinks and shimmies around. This hands-on kit brings physics to fun activities as it demonstrates the power of air pressure at work.

Kids ages 8 and up can build a 9-inch, rolling robotic sphere with Robotics: Smart Machines — Super Sphere. After building the robot, kids can use an app to drive it with a remote-control interface, or write programs for the robot using visual programming language.

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WHAT’S NEW TONIES This spring, tonies expands its storytelling products with the Tonies Bedtime Collection, made for kids ages 3 and up. New figures for use with the toniebox audio player include the Bedtime Songs Tonie with classic songs and lullabies, such as “Twinkle Twinkle Little Star,” “Rock-a-bye Baby,” “When You Wish Upon a Star,” and more; Nap Time Tonie with soothing white noise; and Nature Sounds Tonie.

The assortment of Tonies figures grows this spring with a pair of classic characters. The Aladdin Tonie plays 28 minutes of audio, including the story from the Disney animated film and the songs “A Whole New World” and “Friend Like Me.” The Peter Rabbit Tonie includes four classic Beatrix Potter tales with a runtime of 65 minutes.

BREYER Tonies Bedtime Collection

Each year, Breyer releases a limited-edition Horse of the Year figure. This year’s figure is Hope, a black horse with rainbow hooves and the word “Hope” written across its side. Breyer will donate $1 from each Hope figure purchased to Covenant House. Hope is available now, only through this year.

Last month, Breyer launched Breyer Mane Beauty Li’l Beauties, an assortment of colorful horses and unicorns that feature rooted hair. The line includes individual figures and playsets, which come with accessories, a sticker sheet, and a grooming brush. Each folding playset features a handle for on-the-go play.

These products are both designed for kids ages 4 and up.

BOOGIE BOARD Boogie Board’s Sketch Pals Bugs are the newest addition to its Sketch Pals line, which includes collectible characters that kids can clip to a backpack, lunch box, or luggage for doodling on the go. The new Sketch Pals Bugs will debut this fall with three styles: Juno the Beetle, Dart the Bee, and Ivy the Ladybug.

Each features an attached stylus so that it doesn’t get lost.

Kids can push the bug’s nose to erase the board and start doodling again.

This month, the company is launching an updated version of its Scribble ‘n Play with New Carrying Case. This reusable art board is designed for preschoolers and comes with four texture-drawing tools that encourage fine motor skill development. Kids can erase the board by pressing a button, then easily store it in the included case.

Sketch Pals Bugs

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WHAT’S NEW

PMI Space Jam: A New Legacy Stationery Collectibles from PMI include stampers and toppers inspired by LeBron James, Bugs Bunny, Lola Bunny, Daffy Duck, Elmer J. Fudd, Taz, Tweety, Porky Pig, Sylvester, Penelope, Marvin the Martian, and more. The range will be available in blister packs, blind bags, and window boxes in multiple configurations, including single packs, multipacks, and 12-piece deluxe sets.

The Space Jam: A New Legacy Plush Keychain Assortment includes characters from the whole Tune Squad team, while the Space Jam: A New Legacy 2D Keychain Assortment includes LeBron James in two different poses, Lola, Sylvester, Bugs Bunny, and the film’s logo.

PLAYHOUSE Playhouse helps kids explore their emotions with the This Is Me Specialty Diary. Kids can engage in 10 unique activities and two and a half months’ worth of daily journaling.

The guided journal teaches kids mindfulness and how to process the world around them.

The Top Secret Specialty Diary is a guided journal that encourages kids to journal, plan, and gain curiosity through missions. It features 10 unique activities and two and a half months’ worth daily journaling pages. Kids can unlock secrets and crack codes with the invisible ink pen and UV flashlight.

This Is Me Specialty Diary

INSIGHT EDITIONS Insight Editions continues to merge popular culture and kids’ media this spring. Jim Henson’s Labyrinth: Straight to the Castle follows Sarah and Hoggle as they make their way through the labyrinth to the Goblin King’s castle. Kids can use the interactive elements, such as pull tabs, sliding blocks, and flaps to engage with the story.

With Ghostbusters: Book of Shapes, kids can learn basic shapes with iconic images from the Ghostbusters films. It features shapes that are diecut and layered on top of the pages for little fingers to trace.

Kids can learn how to make new friends with Godzilla vs. Kong: Sometimes Friends Fight. The interactive board book provides tips on how to be a good friend by showing the two monsters in situations that are relatable to kids.

Harry Potter: Gryffindor Magic and Harry Potter: Slytherin Magic are packed with items for fans to showcase their house pride. Wizards and muggles alike can collect an array of artifacts inspired by the films and relive their favorite moments.

With Star Wars: A Ghoul-actic Halloween, kids can explore the dark side of the haunted holiday. Kids build their own pop-ups with easy-to-follow directions.

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WHAT’S NEW

ZURU ZURU will launch Vlad & Niki Superhero Surprise this summer, based on the YouTube Channel Vlad & Niki. Kids ages 3 and up can unbox the egg to discover more than 20 surprises, including a mask; a cape; Super Hero Vlad and Niki, Baby Christian, and a dinosaur or robot figures; two die-cast cars; a slime egg; a light-up skateboard; a wrist snapband; stickers; a tattoo; and more.

CHRONICLE BOOKS The Secrets of LEGO House from Chronicle Books explores the visual wonders of the iconic LEGO House in Billund, Denmark using photos, interviews, essays, and art. It also explores the themed “zones” of the house — yellow for emotions, blue for problem solving, green for social interaction, and red for creativity. This book will be available in August.

We Just Click: Little LEGO Love Stories is a humorous look at love within the LEGO universe, featuring LEGO mini-figures. This book is available now.

JAKKS PACIFIC Jakks Pacific will introduce a number of items inspired by Disney Raya and the Last Dragon this spring. Raya’s Adventure Outfit is true to the story and includes Raya’s signature cape. Kids ages 3 and up can Sisu Dragon Chest dress up to reenact their favorite moments from the film.

Kids can add Raya’s Action & Adventure Sword to the outfit. It features motion-activated lights and sounds.

The Sisu Dragon Chest is a unique way to celebrate Sisu’s importance in the film. It features Sisu in a pond and plays Disney’s “Flower Pond Theme” as it lights up.

CRAZY AARON’S With the X-Ball Kit from Crazy Aaron’s, kids ages 8 and up can mix and mold their own bouncing balls. Mix a glitter compound and an activator compound to create Crazy Aaron’s Permaputty, which transforms from pliable putty into a permanent bond in 10 minutes.

This set is available now.

Clean With Color is a new line of soaps and sanitizers for kids that feature Crazy Aaron’s color technology. The Clean With Color Hand Soaps are available now in apple, strawberry, and berry scents.

Each foam soap changes color as kids wash their hands. The company also added Clean With Color Hand Sanitizers to the line, which are themed hand sanitizer that change color as kids use it. The hand sanitizers will be available in four designs: dinosaurs, mermaids, outer space, and princess castle.

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WHAT’S NEW PLAYMOBIL Kids ages 4 and up can role play with the Playmobil Large City Zoo. The set includes six figures, an adult and a baby giraffe, two adult and four baby penguins, a pelican, a bucket of fish, a bicycle with a cart, postcards, a cash register, a camera, fencing, and other zoo accessories.

PLAYMONSTER PlayMonster introduces Peppa Pig Play & Grow, an officially licensed collection of Peppa Pig-themed gardening playsets for kids ages 4 and up. Peppa Pot features Peppa’s house where kids can grow plants on top. Peppa’s Garden Playhouse is a brightly colored watering can that also has room for plants to grow on top. The included Peppa Pig figure can swing on the tire swing or visit Mrs. Duck in the pond. The biggest playset of the bunch is Grandpa’s Greenhouse, which features a greenhouse and two plant pots. There’s also an included Grandpa Pig figure and a scarecrow figure to keep the plants safe. Each grow-and-play set includes seeds and instructions for growing.

PlayMonster will also expand its My Fairy Garden line with the new My Fairy Garden Fairy Light Rainbow. Also designed for preschoolers ages 4 and up, the toadstool house sits beside a sparkly rocky cave. Kids can plant their flowers all around the house, cave, and atop the rocky area to create beautiful gardens.

Then, they can play in their lush fairy land with Dahlia the fairy and her glittery unicorns. The garden includes a shiny light-up rainbow, and can also double as a night light.

BULLS I TOY Bulls i Toy’s Love Diana Light Up Bow comes in 12 varieties and features a light with three different speeds. Sold separately, each bow features a pattern or colorful gradient along with sequin mesh for additional sparkle.

Kids can take friendship on the go with Hello Kitty Plush Danglers.

Each of the six styles features a Hello Kitty in a unique outfit.

Mini Motsu are cuddly plush characters. Kids can collect all 24 and open their tags to reveal their names and birthdays.

L.O.L. Surprise! Face Masks fit kids ages 4 and up. Each pack includes a reusable, nonmedical-grade face mask in one of 12 designs.

Each PocketZoo capsule contains a pocket-sized animal figure. Kids can collect eight creatures.

Squish’ums Squishies Balls feature slow-rise foam inside a super-soft plush. Kids can collect these animals and take them on the go.

These new products are made for kids ages 3 and up.

Love Diana Light Up Bow

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WHAT’S NEW STORYPOD Storypod introduces the Storypod Start Set, a screen-free, storytelling toy that will be available this fall. Each set comes with a Storypod, a read-along audiobook, a changeable sleeve, a lanyard, and two yarn figures. Kids ages 3 and up can listen to and engage with the figurines by placing them on the Storypod.

WOWWEE WowWee’s BriteBrush Elmo from Sesame Street is a smart toothbrush that helps kids ages 5 and up learn how to properly brush their teeth by earning star rewards while playing four games with Elmo: Tricycle Adventure, Silly Sounds, Music Maker, and the “Brushy Brush song.” The brush uses proprietary, smart sensor technology and sonic vibration to encourage total mouth coverage and is equipped with a Parent Check Light. The smart toothbrush is also available in GameBrush and Baby Shark styles.

Pop 2 Play is a line of pop-up playsets that parents can assemble in less than 5 minutes and fold flat for easy storage. Each set is made with a durable, eco-friendly, StrongFold cardboard material that can hold up to 50 pounds.

The Style Squad — Hype Hair Floral Frenzy features more than 250 flowers and jewels that kids can stamp into their hair in seconds. Kids can use the Hype Hair applicator to layer and restyle the designs with a click. When they are done styling, they can place the flowers in the included storage case to use again. The Style Squad range also includes hair, nail, tattoo, and bath bomb kits.

The MasterChef Family Cooking Game from Wilder Toys and WowWee features mini-cooking challenges with surprise twists. Players can cook with real food, collecting points as they move through the cooking challenges and await their fate from the judges’ secret scorecards. The game includes 22 recipes that range in cooking time from 30-60 minutes. They are substitution-friendly for dietary restrictions. The food is not included.

SCHLEICH USA Schleich USA’s Puppy Agility Training set includes two dogs — bulldog Rosy and miniature schnauzer Bobby — and training equipment, such as a reward bone, a seesaw, and a tire swing.

The Sunny Day Mobile Farm Stand is stocked with pretend produce directly from the farm. It features a scale with a moveable pointer, fruit, vegetables, dairy products, and the pony Poppy. Kids can arrange the stand however they choose.

Florany the happy unicorn is part of a group of six sparkling foals, each with its own unique flower tattoo. They live together in a magical flower field of Bayala. Florany’s friends include Lenuja, Olaria, Whalda, Elany, and Rajana. Each one has its own personality and story.

Schleich also introduces two new dog figures: a Poodle with realistic details, and a Jack Russell Terrier, which has the typical markings of the breed.

Puppy Agility Training set

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WHAT’S NEW

SCHOLASTIC Scholastic innovates how kids ages 12 and up interact with a popular video game with The Official Five Nights at Freddy’s Coloring Book. It’s filled with 96 pages of terrifyingly wonderful scenes for kids to color and enjoy.

Five Nights at Freddy’s: The Twisted Ones (Graphic Novel #2) by Scott Cawthon is the second adaption of the New York Times bestselling series.

Kids ages 8 and up can learn about the princess of Wakanda’s adventures in Shuri #2: The Vanished by Nic Stone. In the middle-grade novel, Shuri is ready to focus on her training until she hears that young girls around the world are going missing.

Pokémon Super Special Chapter Book #1: Galar/Alola celebrates the 25th anniversary of Pokémon with a special two-in-one flip book that includes stories about Ash, Pikachu, and more.

Kids ages 7 and up can engage in action-packed activities with their favorite Marvel characters with Marvel Comictivity #1: Greatest Heroes Unite. It is full of activities and comic creators, including two sticker sheets, a stencil, and a Black Panther pencil topper.

MOOSE TOYS Designed for kids ages 5 and up, Moose Toys’ Squeakee Dino — a friend of the interactive Squeakee the Balloon Dog — is part-balloon, part-dino with new tricks, games, and more than 70 sounds and movements, including fart sounds. Kids can put on his headphones and B-Rex will dance, or they can feed him his bone and play tug of war. He’ll let out a roar, but give him a scare and he’ll turn tail. If he deflates, kids can push his tail and he will reinflate. Squeakee Dino will be available in August.

Available now, Squeakee Minis are interactive, mini-balloon pets. Kids can ages 4 and up can speak to Heelie the Puppy, Poppy the Bunny, or Billo the Monkey and they will speak right back in helium voices. If kids blow Squeakee Minis’ noses, they will make inflating sounds, but if kids blow too much, they will “pop.” This fall, Bubbles the Unicorn will also join the line and Heelie the Puppy will debut in a new bright red color.

Little Live Pets My Pet Pig Piggly is an electronic pet pig that kids can take for walk. Kids can click on her leash and take Piggles for a walk, feed her from her special bottle, watch her nose and ears wiggle, and cuddle her. With her super-soft, stretchy skin, kids will feel like they’re snuggling a real baby pig. Piggles features 25 sounds and reactions, like “walk me,” “feed me,” and “hug me,” and she’ll also let out an “oink, oink” when she is happy. Designed for kids ages 3 and up, Piggles will be available in August.

Kids can feed the Little Live Pets Gotta Go Turdle his special food and watch him do a neck-wiggling dance. The Gotta Go Turdle has a rainbow shell, sings a new “uh oh, gotta go!” tune when he has to poop, and has a fun chat-back feature. Designed for kids ages 3 and up, the Gotta Go Turdle will be available in August.

The Little Live Pets Hamster has soft, flocked skin so it looks and feels like a real hamster. It scurries around and makes hamster noises. The Little Live Pets Lil’ Hamster & House comes with its own hamster and a realistic hamster wheel for it to run in. Designed for kids ages 4 and up, Little Live Pet Hamster products will be available in August.

Squeakee Dino

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WHAT’S NEW Toca Life Subscription Box Finger Sports

SPIN MASTER Spin Master will introduce Toca Life Subscription Boxes later this spring. These monthly boxes are designed for kids ages 6 and up and feature themed activities, such as Hair Salon or Finger Sports.

Peek A Roo is a plush animal for kids ages 5 and up that features more than 150 sounds an actions, including a mystery baby reveal. Peek A Roo can play, dance, and cuddle with the baby, and the baby will play inside Peek A Roo’s pouch.

Kids ages 4 and up can glam up their looks with Purse Pets, a line of fashionable, interactive pets in three styles. The pets respond to touch and feature more than 25 sounds and reactions, including games and music.

Both Peek A Roo and Purse Pets will be available this fall.

MY AUDIO PET My Audio Pet introduces a new collection of My Audio Pets Bluetooth speakers and My Audio Stories Bundles. The My Audio Pet Unicorn Bluetooth Speaker can be used as part of My Audio Stories or as a standalone speaker that produces high-quality sound, and features a built-in mic for hands-free options, a rechargeable extended play battery, and comes with a lanyard and a charging cord.

My Audio Stories Bundle: Eli’s Star comes with the Eli’s Star hardcover picture book, Eli’s Star Light Up My Audio Pet Bluetooth Speaker, and access to the My Audio Stories app. Kids can enjoy an original story through an experience that pairs traditional reading with wireless storytelling. Three additional My Audio Stories Bundles are available, including Scales the Tiniest Dragon: The Magic Song, Slow Jam and Choral: The Forest of Bugaboo, and You Silly Little Raccoon.

JUST PLAY Just Play introduces the Love, Diana Adventure Set, inspired by pocket.watch’s popular YouTube star. This role-play set comes with a talking phone that kids can use to “call” Diana, a map to the Land of Play, sunglasses, a two-in-one brush that turns into a wand, and more. The entire set comes packed in a wearable backpack.

Kids ages 3 and up can cuddle the Disney Raya and the Last Dragon Fold ’n Roll Tuk Tuk Plush. The two-in-one plush companion features a shell made of embossed fabric and measures 11 inches long when unrolled. Kids can roll Tuk Tuk into a ball that stays in its round shape with a soft fastener.

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WHAT’S NEW NICKELODEON

JoJo’s World Mystery Figures

Nickelodeon’s licensing partners are adding to their product lines with more items based on popular brands.

Cra-Z-Art’s Nickelodeon Fun Scented Slime Jars are available in two new varieties: Blue Razz Slush and Strawberry Jelly. Each slime features its own unique scent and is filled with textural additives. Kids ages 6 and up can squeeze, stretch, and poke the super gooey compounds.

Kids ages 3 and up can collect and display Just Play’s JoJo’s World Mystery Figures. Each collectible stands 3 inches tall and comes packed in a blind box. The collection features all of JoJo’s looks, including Worldwide Party, Neon Dance Party, Bow-Mazing, Super Girl, Celebrate, Red Carpet, My Story, and the rare #1U JoJo. The JoJo fun continues with JoJo’s World Playset from Just Play, which has everything fans need to give JoJo a sweet escape when she returns home from tour. The playset looks like JoJo Siwa’s bedroom in a candy theme. This colorful, 10-piece set includes an articulated JoJo mini collectible figure, BowBow and her dog bed, a bed with a rainbow headboard, a treat pillow, a vanity, a heart-shaped lollipop accessory, a hanging photo, and one of JoJo’s Nickelodeon awards. The set is made for kids ages 3 and up.

This July, Funko will add new characters from Avatar: The Last Airbender to its line of Pop! Vinyl Figures. McFarlane Toys will also release a new Avatar figure this fall: a 7-inch Fire Nation Prince Zuko.

POCKET.WATCH Pocket.watch’s licensing partners will expand their offerings for Ryan’s World this spring.

Ryan’s World is going on tour this year, and fans can celebrate the fun with the Ryan’s World World Tour Airplane from Jada Toys. Kids ages 3 and up can join Ryan and his friends aboard Combo Panda’s Airplane. The plane opens up to reveal multiple figures, including Ryan himself, plus accessories. When playtime is over, the plane closes up and doubles as a storage case.

Bonkers Toys’ new Ryan’s World World Tour Travel Case features 12 country-themed mystery micro-figures with matching stickers, an exclusive World Tour vehicle, an educational passport book, display stands to show off the collection, and a suitcase to store it all. Bonkers also has a new Ryan’s World World Tour Globe that features eight micro-figures packaged in a globe container. Just like the Travel Case, it also includes matching stickers and an educational passport book.

In addition to Ryan’s World, pocket.watch recently launched new toys featuring characters and themes from the YouTube channel Love, Diana.

The Love, Diana Mystery Music Trunk from Just Play features 17 hidden accessories inspired by the Princess of Play, Diana. Kids can use the key to unlock the top and sides of the trunk, then find surprises in every compartment. Kids can also discover the secret wand key and use it to open the hidden heart compartment behind the vanity mirror. When kids place the Diana doll in the center of the heart, it activates the music box.

From HiJinx, the Love, Diana Popstar Doll is an interactive plush Ryan’s World doll for kids ages 3 and up. The doll plays the song “Play It, Be It” World Tour Airplane when kids squeeze her right hand, or they can record their own messages or songs that they can play back whenever they want.

The Love, Diana Mini Mall Mystery Shopper from Headstart is full of surprises. Kids can open the shopping bag and discover the Diana doll in the mini-mall, along with 12 other hidden surprises. The handle on the playset also doubles as a colorful bracelet for kids.

Far Out Toys’ Love, Diana Fashion Fabulous Collectible Doll Line features 10 different surprise dolls to collect. Each one is packaged inside a pretend ice cream cone that kids can decorate with putty. Each doll has its own unique mashup theme and comes with eight accessories, including outfits, shoes, and stickers.

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WHAT’S NEW SHORE BUDDIES Shore Buddies launched new plush keychains that make authentic animal sounds and are made from two recylced plastic bottles. Kids can choose from four mini-characters: Stephen the Seagull, Emma the Whale, Finn the Dolphin, and Sammy the Seal.

LITTICITY LittiCity’s Teacher’s Day set includes everything kids need to imagine that they are teachers. The set features a whiteboard, magnetic numbers, a bell, a pointer, flashcards, and more. In addition to role-play, the set can also be used as an educational tool.

EDX EDUCATION Edx Education introduces the Monster Counters Activity Set, which includes interactive monster counters for kids to practice counting, sorting, patterning, and more with help from the monster activity cards and tweezers.

The monsters are colorful and encourage kids to recognize the differences in color, shape, size, attributes, and more.

ABRAMS BOOKS Abrams Books will introduce new titles this spring, including The Alex Ross Marvel Comics Poster Book. This poster book features 35 ready-to-frame prints from renowned comics artist Alex Ross, with bonus commentary, preliminary sketches, and a four-page gatefold of the portraits.

The Art of Star Wars: Galaxy’s Edge provides an inside look at the Star Wars-themed lands at Disneyland and Disney World with hundreds of pages of concept artwork, sketches, blueprints, and more.

This summer, Abrams Books introduces Magic: The Gathering: Planes of the Multiverse. Author Jay Annelli presents a visual guide to the history behind lore-defining events from the Phyrexian Invasion to the War of the Spark, as well as character profiles for Karn, Narset, and other fanfavorite Planeswalkers.

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STICKYLICKITS StickyLickits expanded its collection of all-natural edible stickers this year with three new packs featuring Ryan’s World characters. The sticker sets feature the Red Titan, World Tour, and Super Spy themes.

KEYI TECH KEYi Tech launched the ClicBot, an interactive, customizable STEM robot for kids ages 8 and up. Kids can build a one-of-a-kind robot using ClicBot’s rearrangeable modular design pieces and one of two personalities: Bic and Bac. Pets, cars, and walkers are just a few of the build possibilities that kids can power using the companion coding app. ClicBot is available in Starter, Standard, Full, and Maker Kits.

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WHAT’S NEW

ARCADE1UP Arcade1Up expands its line of retro home arcade cabinets this spring with the Capcom Legacy Edition.

The machine boasts 12 classic Capcom video games, including Street Fighter, Street Fighter II: World Warrior, Darkstalkers, Commando, Final Fight, Ghosts ‘n Goblins, and more. The cabinet features a 17inch LCD screen, real-feel arcade controls, a matching riser, and a fan-requested printed coin door kick plate.

THINKER-TINKER Thinker-Tinker introduces Trolls Music Stars, a line of plush characters that connect to an immersive mobile app. Kids ages 5 and up can collect the plush Trolls characters, then scan the provided QR code to open the mobile app. On the app, kids can play games, unlock new zones and accessories, dance battle other characters, and more.

HABA Haba introduces the Little Friends — City Villa Dollhouse, a modern dollhouse with two levels, a large table, a seating area, and more for kids to utilize with various dolls or figures (not included).

With the Motor Skill Game Action Stations, kids can use the reversable vertical gameLittle Friends — City Dollhouse board to help firefighters and policemen save the day while practicing their motor skills.

The Cookery Set Culina includes a double burner, a pan, and a fried egg that kids can use while engaging in imaginative play.

THE FRED ROGERS CO. The Fred Rogers Co. expands the Neighborhood of Make Believe with the Daniel Tiger’s Neighborhood Puzzle 8-pack from TCG Toys, available in June. Characters from the series appear on 24-, 36-, 48-, and 100-piece puzzles in resealable bags for kids ages 3 and up.

Daniel Tiger’s Neighborhood Explore & Find So Many Ways to Play! is an interactive board book from Cottage Door Press that includes matching games, counting activities, and new vocabulary words.

Coming in August, kids can decorate PlayMonster’s Daniel Tiger’s Neighborhood-themed Colorforms Activity Books any way that they like. With the colorful collection of five interactive story spreads, kids can decorate with more than 50 reusable Colorforms.

Kids ages 3 and up can explore letter names and sounds to create simple words in Daniel Tiger’s Neighborhood Daniel Tiger Early Reading Game from University Games. The game encourages social, literacy, and counting skills, and will be available this fall.

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LOOG GUITARS Loog Guitars introduces three new models for budding guitarists, each with a built-in amplifier and speaker.

The Loog Mini Electric for kids ages 3 and up; Loog Pro Electric for kids ages 8 and up; and Loog Pro VI Electric for kids ages 12 and up each come with flashcards that teach kids how to form chords. A companion app teaches kids how to play songs

by The Rolling Stones, Taylor Swift, The Beatles, and more with augmented reality and karaoke-style learning modes.

Loog Pro VI Electric Guitar

AIRFORT AirFort adds three new designs to its collection of inflatable forts: Tiki Hut, UFO, and Farmer’s Barn. Made for ages 3 and up, AirForts inflate in less than 30 seconds when attached to a box fan (not included), and fits into a carrying bag for storage or travel. More than five people can fit inside the spacious fort when it’s inflated.

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WHAT’S NEW

YOGIBO

IPLAY, ILEARN

Next month, Yogibo will add to its Jogoball line with the Jogoball Megee. Kids ages 8 and up can use the small, round, screen-free gaming console to learn Spanish with more than 1,000 hours of interactive games, activities, and music.

iPlay, iLearn introduces the Ocean Animal Cookware Set, available now. Kids ages 3 and up can role-play with four original ocean animal-designed cookware pieces and a pretend, portable gas stove with sounds and music.

OPEN THE JOY Open the Joy introduces new activity kits for kids ages 4 and up, each designed for a different scenario. Kids can open the Feel Better Bag when they are feeling down to find educational and therapeutic activities to cheer them up.

On dreary days, kids can reach into the Rainy Day Bag for indoor activities for the whole family, designed to keep kids entertained and still learning when stuck inside.

For long trips, kids can grab the On-the-Go Bag for screenfree, car-friendly activities, including crafts, games, jokes, and more.

These kits are all available now.

BUKI FRANCE Buki France plans to launch the Arcade Cabinet Workshop this summer.

Kids ages 8 and up can set up their own arcade cabinet with 10 included video games.

With Microscopic Chemistry, launching this fall, kids ages 8 and up can conduct up to 30 experiments to explore the microscopic world around us using the included materials.

Arriving this summer, the Moonscope helps kids ages 8 and up observe the surface of the moon. The telescope includes a smartphone holder to help kids take pictures of their observations, as well as a tripod for stability.

Chemistry Challenge, available this fall, includes 30 scientific challenges for kids ages 14 and up. The kit includes a tripod to film the experiments and all the materials needed to carry them out.

The Tornado Lamp is launching this summer. Kids ages 14 and up can decorate their room with the colorful lamp that reproduces an underwater tornado or discover five experiments in the water.

Moonscope

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TWEE

CANAL TOYS

TWEE adds to its collection of sculpted sidewalk chalk with Sam’s Slider and Rainbow Fries. This set is available now and contains a two-piece chalk slider and four crinkle-cut-fryshaped pieces of chalk. Kids ages 3 and up can doodle on asphalt or sidewalks with the rainbow-colored, food-inspired chalk pieces.

This spring, Canal Toys will introduce the Studio_Creator 2 Video Maker Kit. Kids ages 8 and up can create videos using the included LED ring light, tripod, and green screen. With a smartphone mount and different light settings to choose from, kids can take professional-quality photos and videos.

The Selfie_Creator Kit, also launching this spring, gives kids another way to take professional photos. Kids can clip the portable LED light right onto their device and adjust the settings for the perfect photo. Kids can then use the included stickers to customize their devices or the Selfie_Creator itself.

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TALKIN’ TOYS

VIACOMCBS SHINES THROUGH CREATIVE ADAPTIVITY The Toy Book chats with Dion Vlachos, executive vice president of licensing and retail at ViacomCBS, about taking Nickelodeon shows from the TV to the toy box.

Toy Book: How do you work with your licensing partners to bring the magic of Nickelodeon shows from the screen to kids’ everyday lives?

Dion Vlachos: We work closely with each partner at every stage of development to capture the distinct play patterns, fan-favorite moments, and educational elements of each property and extend them into all product. We strive for authentic representation of our characters and their storylines, and it is important for us to capture that from the early designs and architecture of products.

TB: Why is it important to incorporate the educational components from each series into the toys they inspire?

DV: The educational components of each show provide a distinct point of differentiation for each property, as well as an authentic fingerprint for play patterns. It is critical that we develop our toy strategy first to align on the promise and architecture of each line with those distinct educational elements in mind.

innovation found in each company as well as provide distinct points of differentiation between product lines. We are committed to a diverse partner mix to better reflect our global consumers, including retail partners, creative agencies, and licensees.

TB: How do you ensure important elements or plotlines from the series are incorporated into the products?

DV: Our global consumer products creative team works very closely with content development teams at early stages to accurately capture the unique elements of each show as they begin development for toys. Characters and storylines are almost always in full development for many months (and sometimes

TB: What can kids and families expect from Nickelodeon-licensed toys and games this year?

DV: We have more innovation and freshness in store for our licensed toys and games this year. The teams have been working closely with our partners to develop the next level for each of our favorite preschool toys and launch some brand-new items into the market for new shows as we grow our portfolio.

TB: Why is it important for ViacomCBS to work with a variety of toy and game companies to bring Nickelodeon properties into hardgoods?

DV: It is important for us to work with a variety of toy and game partners to foster

Blue’s Clues & You! is one of ViacomCBS’ properties with a robust lineup of licensed toys.

years), and the content development teams share the critical vision for those characters and storylines by providing the direction for toy development even before the first episode takes shape in a rough reel. That collaboration is absolutely key to the success of the best representation or extension of a show into toys.

TB: How is ViacomCBS working to make sure internet sensations like Baby Shark and Ryan’s World stay relevant beyond their viral videos?

DV: We are strategically building digital hits into full omnichannel franchises to ensure longer-term relevancy. Examples of that strategy include the launch of the new Nickelodeon series Baby Shark’s Big Show! on the heels of the powerful YouTube phenomenon, and Ryan’s Mystery Playdate on the heels of his YouTube fandom. Both of these franchises also have additional short-form content, social content, and retail campaigns that round out their reach for their preschool fans.

TB: With the pandemic still affecting kids’ everyday lives, how is ViacomCBS working to spread joy and fun in 2021?

DV: We have focused energy this year on what we call “creative adaptivity” in the face of the pandemic. Kids and families are spending more time at home together, learning remotely, playing, and building. We have worked with our partners to develop innovative solutions to help kids celebrate this extra time at home, from new puzzles, games, crafts, and outdoor toys to enhanced learning aids, stationery items, hygiene tools, and desk accessories. The list keeps growing, and the innovation keeps building into even more exciting new product. »

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ENTERTAINMENT

PAW Patrol: The Movie is set to unleash in theaters this summer.

With an all-star voice cast ensemble that includes Kim Kardashian West, Dax Shepard, Jimmy Kimmel, Tyler Perry, Yara Shahidi, Randall Park, Iain Armitage, Marsai Martin, and Will Brisbin, along with existing members of the current PAW Patrol series, the feature film will be directed by animation veteran Cal Brunker (Nut Job 2: Nutty By Nature; Escape From Planet Earth). Spin Master will also unveil a toy line inspired by the feature film.

Produced by Spin Master Entertainment in association with Nickelodeon Movies and distributed by Paramount Pictures, PAW Patrol: The Movie is slated for theaters August 20, 2021.

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TOY

Q&A with Chris Beardall, President and Chief Commercial Officer, Spin Master Toys

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Air Hogs Jumpshot

PAW Patrol Moto Pups Marshall's Deluxe Pull-Back Motorcycle Vehicle

GUND Slumbers Teddy Bear

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DIGITAL GAMES

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In 2012, Spin Master’s digital games creative center launched the company’s first digital gaming app for Tech Deck. Spin Master further expanded its offering in the digital space with the acquisition of leading global mobile and digital app brands Toca Boca and Sago Mini in 2016.

• There are more than 70 Toca Boca and Sago Mini themed titles with more than 30 million monthly active users.

• Spin Master Digital Games’ apps have 350 million downloads combined.

Toca Life Subscription Finger Sports Box

• Toca Boca landed three coveted spots on Apple’s Top Paid iPad Apps List in 2020 for Toca Hair Salon, Toca Life: Hospital and Toca Kitchen 2.

Toca Life Subscription Boxes are monthly boxes that will come right to consumers’ doorsteps this spring. Bringing quality, creative play to kids who love surprises, each monthly box is filled with cool activities, rare items, and postcards inspired by their pals at Toca Boca.

Every box celebrates the power of play with creative activities and DIYs that are full of fun and silliness. Each month delivers a brand-new theme that will help kids to explore their imaginations.

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MARKETING MEMO

WHY TOY MARKETERS NEED TO ADJUST IN 2021 How to Change Your Marketing Strategy to Suit Digital Trends

by TIFFANY TASKER, director of business development for North America, SuperAwesome 2021 WILL BE A YEAR OF CHANGE. The new digital purchase funnel brought on by changed behaviors and adapting to our mostly online life means that if you want to sell toys to kids in 2021, your marketing strategy needs to change, too.

Parent-focused campaigns won’t cut it anymore. The events and restrictions of 2020 have created a cohort of parents whose fear of disappointing their kids is so heightened that they’re buying exactly what their kids are asking for rather than risk purchasing based on store displays and their own nostalgia. Marketers risk wasted spend when parents are targeted instead of the kids. Instead, efforts should revolve around generating excitement with the end consumer — the kids — and driving that all-important kid-ask.

Some of 2021’s biggest trends linked to kids marketing are: the metaverse, including gaming and harnessing the digital playground; enriched online experiences for kids where they can interact with their favorite creators in nontoxic environments; and a higher frequency of content and ads. The common themes between these trends are digital, access, kid-centricity, and more is more.

The reason for this is that the online/ offline distinction, which was already minimal for kids, now doesn’t exist — something that we all need to keep in mind. Parent barriers have also dropped.

Screen time isn’t a reward for good behavior anymore — it’s the default, necessitated by the pandemic. Digital has taken on multiple roles in the family home: babysitter, educator, friend, and entertainer — and kids have access pretty much whenever they want. So how can toy marketers tap into the online space in order to promote offline and IRL play?

I’d advise marketers to use our tried-andtrue formula: right audience, platform, content, frequency, and scale.

First, identify your audience of kids — their age, gender, and interests. At this point, gaming and influencers are ubiquitous with kids of all ages and genders, and these two mega trends are a great place to start. This leads us to platforms, where your kids most enjoy spending their time online.

Prioritize the platforms and environments that your demographic of kids likes the most. For kids, context is everything, and it’s essential to carefully consider where your brand appears.

Think omnichannel — YouTube is a great place to start, but where else? Half of all kids ages 4-9 think brands are cool when they advertise within their favorite games. Think about mobile gaming apps, gaming within OTT environments, and large-scale platforms like Roblox.

Next, we need to define how your brand appears in your content. Toy companies usually use a TV commercial for all video ad placements, but we’ve found incredible success in creating platform-specific video and interactive ads that feature influencers as well as the toy and brand. We place these units into gaming environments, OTT content, YouTube, and more. Creating ads and influencer content specifically for individual platforms enables you to speak to the audience with the appropriate tone and vibe, so it’s import-

ant to implement this approach into your 2021 content strategies.

Within gaming platforms, takeovers and branded, in-world build-outs can drive serious attention, brand recognition, and important time spent with your target audience. Amplify the activation and create a multiplatform loop by working with off-platform influencers to create kid-safe social video content about the experience.

Finally, digital frequency is your friend. While the digital ad industry often calls attention to frequency capping, we need to think of content directed at kids differently, and marketers should double down on repetition. Our research shows that kids are much more likely to ask their parents for a product they’ve seen multiple times, across multiple platforms.

Kids are better able to connect with and recall products seen in multiple places, so it’s essential for kids to feel familiar with your brand through advertising. Also bear in mind that kids’ weekdays are mirroring previous weekend behavioral patterns, so you should consider weekday mornings and evenings as important as you would consider Saturdays and Sundays.

SuperAwesome can help you safely and authentically navigate all these trends and opportunities. You can also find out more via our latest research report covering these topics at superawesome.com/reports. » As director of business development for North America, Tiffany Tasker leads strategic planning for SuperAwesome’s customers, the company that powers kids’ internet. Its kidtech platform is used by hundreds of companies to ensure that their digital engagement with kids is safe, private, and compliant with laws such as COPPA, GDPR-K, CCPA, and more. The company is at the forefront of the kid tech space, defining standards for the kids’ digital media ecosystem.

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ACTIVITIES & CONSTRUCTION FABER-CASTELL Faber-Castell introduces a new line of Sensory Bins under its Creativity for Kids brand.

These bins are self-contained, hands-on tactile play experiences. Kids can use each themed bin to explore, discover, imagine, learn, and create, while engaging their senses. The bin doubles as storage container with a lid to keep everything in one place.

Sensory Bin: Outer Space includes aquarium gravel in different colors; bendy spirals; a squishy, stretchy alien; sparkly pompoms; printed foam planets and a rocket; an astronaut toy; glow-in-the-dark stars; tongs; and a scoop. Sensory Bin: Ocean & Sand is a lidded bin that includes sensory sand, water beads, sand molds, a sand sifter, a scoop, natural rocks, and marine animal figures. Designed for kids ages 3-5, these bins are each sold separately and are available now.

This year, Faber-Castell will also add to its World Colors children’s art products line with World Colors Modeling Clay. Kids ages 3 and up can blend this easy-to-shape, non-drying clay together to create any skin tone. The kit features 15 modeling clays, six of which are the blendable skin tones.

The World Colors Beeswax Crayons set features 15 break-resistant, triangular-shaped crayons, six of which are blendable to create any skin tone. Developed with the expertise of makeup artists, this line of art products promotes creativity, inclusion, and self-expression.

Sensory Bin: Ocean & Sand

LEGO

SCENTCO

With LEGO Vidiyo, kids ages 7 and up can direct, produce, star in, and share music videos, using chart-topping songs from a variety of Universal Music Group’s artists. Kids can choose a song, create a band of mini-figures using AR technology, add special effects, then create their 60-second video. Kids can trim them down to shareable clips, which can only be uploaded to the companion app’s feed with parental consent.

Adults ages 18 and up can surprise a friend with a flower bouquet made entirely of LEGO pieces. The LEGO Creator Expert Flower Bouquet includes 756 pieces that builders can turn into delicate blooms. The flower stems are adjustable to suit the arrangement to any vase.

Designed for kids ages 6 and up, LEGO Dots Adventure Bracelets feature colorful, funky tiles that snap easily onto the bracelets. Kids can create bracelets that have urban, hip, and outdoor-inspired prints.

Star Wars fans ages 9 and up can build up the LEGO Star Wars Luke Skywalker’s X-Wing, which features an attack mode and spring-loaded shooters.

The LEGO City Town Center is bustling with activity. With 790 pieces, kids ages 6 and up can help Shirley Keeper pick up recycling containers, the police chase a crook, firefighters put out a blaze, and more.

Scentco will launch Air Dough Collectibles this spring. Each kit comes with everything kids ages 6 and up need to mold Air Dough into one of 12 collectible characters, as well as box to display the finished product.

Air Dough characters from top to bottom: Eddie the Yeti, Eva the Alien/Monster, and Cornelia the Unicorn

LEGO Creator Expert Flower Bouquet

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ACTIVITIES & CONSTRUCTION EPOCH EVERLASTING PLAY Epoch Everlasting Play introduces five Aquabeads craft kits that are designed for kids ages 4 and up. With the Animal Crossing: New Horizons Aquabeads set, kids can create islanders from the Nintendo video game, including Tom Nook, Isabelle, and Bunnie. The set also includes keychain hooks and is available now.

Kids can recreate Super Mario scenes with Mario, Luigi, and Bowser in the Super Mario Creation Cube set. Kids can create designs with beads that stick together when sprayed with water, and then attach their designs to the included creation base to display them.

The Disney Princess Creation Cube set is available now and features the characters Cinderella, Ariel, Jasmine, Rapunzel, Belle, and more.

Kids can create and wear their own purse designs with the Decorator’s Pouch, which will be available this fall. Kids place the beads on a flip tray with a themed template, then spray with water and to fuse the beads together. Once the design is complete, they can add it to the provided pouch to show off the stylish creation.

With the Fairy World Set, kids can create their own barrettes, rings, clips, bracelets, and more with the same process. This fairytale-themed set includes more than 800 beads.

Super Mario Creation Cube

BLUE MARBLE This spring, Blue Marble adds two new activity kits to its National Geographic line. The National Geographic Science Magic Activity Kit comes with everything that kids ages 8 and up need to conduct 15 experiments that double as magic tricks, such as making a test tube disappear or changing the color of water. The kit has enough materials for kids to practice the experiments before putting on a magic show. It also comes with a bonus guide that features instructions for an additional 10 experiments that use household items.

The National Geographic Gemstone Soap Activity Kit is designed for kids ages 6 and up and includes materials to make up to 20 gemshaped soaps. The included soap molds are modeled from 3D scans of actual gemstones to give them an authentic look. The set also comes with a gift box and ribbon, so kids can give their homemade soaps as a gift.

THAMES & KOSMOS Made for kids ages 6 and up, Thames & Kosmos’ Candy Claw Machine — Arcade Game Maker Lab is a working model of a classic claw machine that kids can build and then use to collect small objects.

Kids ages 8 and up can create personalized fragrances with the Sweet Candy Perfume Lab. Kids choose their favorite scents as they learn about how the nose and brain work together to perceive smells, the chemistry of scents, and the history of perfume.

The Yummy Rainbow Lip Balm Lab features a variety of colors and flavors to create lip balm and lip gloss while kids can learn about the science behind the compounds.

Kids ages 6 and up can make candy that glows with the Groovy Glowing Candy Lab. It includes everything kids need to make gummies and rock candy that glow under the included blacklight. Kids can learn about the science behind glowing materials, the physics of light, electromagnetic waves, and more.

Kids ages 8 and up can discover Creatto: 3D Light-up Puzzles in five new versions this spring. Each kit features instructions for four configurations, but kids can also create open-ended builds. New designs include a polar bear, a lion, a panda, a shining sweetheart, and a dragon.

SpringBots: 3-in-1 Spring Powered Machines run without batteries or electrical power. Kids can build a motorized robot, race car, and countdown timer that gain energy when they are wound up. As kids build the models, they will learn about potential and kinetic energy.

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ACTIVITIES & CONSTRUCTION

MOOSE TOYS

HORIZON GROUP USA With Horizon Group USA’s SLIMYGLOOP Aqua Dough, kids can make their own water toys that stretch, mold, float, and change colors. The water-resistant dough won’t fall apart or dissolve while kids play — and it never dries out. When kids are finished playing, they can wring out the dough and store it for later.

The STMT D.I.Y. Accessory Studio is designed for kids ages 7 and up. Kids can create a total of 12 accessories, including custom pins, adhesive patches, and more.

For kids ages 12 and up, The Young Scientists Club Ultimate Chemistry Lab features 30 handson science experiments that use real chemistry tools and compounds. Kids can test and identify acids, bases, and pH levels; explore and create polymers; learn the science behind bubbles; and more.

Kids can role play as paleontologists with the Thinkbox Fossil Dig. It includes a chisel and a mallet that kids ages 8 and up can use to dig through stone to uncover real hidden fossils.

With It’s So Me! Unicorn Jewelry Box, kids ages 6 and up can design their own unicorn vanity and beaded accessories. The kit includes five vibrant paints, a paintbrush, and hundreds of bracelet-making materials.

Mixy Squish Clay by Numbers features premade Mixy Squish colors, textured add-ins, and three clay-by-number boards. Kids can match the numbers to create 3D works of art that will dry in 24-48 hours.

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Swirl & Style Tie Dye Studio

With the Swirl & Style Tie Dye Studio from Moose Toys, kids can create tie-dye looks at home with this self-contained, less-mess kit. Kids can dye, spin, wash, and wear their custom-designed, tie-dye creations, creating up to 12 different designs with the six included colors. This set is designed for kids ages 7 and up and is available now.

Kids ages 7 and up can also create custom, tie-dye hair accessories with the Swirl & Style Tie Dye Hair Play Studio, available in August. Kids fill the dye station tub with water, add the floating agent, select the mess-free dye colors, use the special tool to create designs like zig-zags or spirals, and dip one of the seven included white hair accessories to dye it any combination of the five included dye colors. They can also add a touch of sparkle or glitter with the included jewel stickers and glitter sachet.

GEOMAGWORLD Geomagworld updates its construction lines this year with eco-friendly additions made of recycled plastics. The new Magicube Recycled collection has the same bright colors and high-quality of other Magicube products, in addition to being green and featuring recycled materials.

Geomag’s newly updated Classic Construction System will be available in a new storage box that is also completely made of recycled plastic.

Geomag Mechanics adds mechanical elements within the constructions. The range will be completely overhauled this year with new colors, packaging, and branding.

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ACTIVITIES & CONSTRUCTION

CRAYOLA Last month, Crayola expanded its Colors of the World line with Colors of the World Markers and Colored Pencils.

Each set contains 24 colors representing skin tones from around the world.

The company will also add to its Scribble Scrubbie line with the Crayola Scribble Scrubbie Pets Lagoon Playset. Kids ages 3 and up can color four sea creatures with the six included washable markers, then clean the fuzzy figures in the lagoon shower and start over again.

Kids ages 6 and up can use the Crayola Mini Marker Air Sprayer to create spray art with washable markers.

The sprayer features a kid-powered pump design and comes with stencils and coloring pages.

The newest Crayola STEAM item is the Paper Butterfly Science Kit, which teaches kids ages 7 and up about the science of capillary action. Kids can make 12 paper butterflies, and watch as colorful inks absorb into the wings.

The tabletop Crayola Easel Art Case is designed so that two artists ages 4 and up can work at the same time. This set comes with a travel case, watercolor paints, watercolor pencils, paper, stickers, and more.

All of these kits — except for the Colors of the World items that are available now — will launch in August.

COBI

R.M.S. Titantic Executive Edition

This spring, COBI will launch the Top Gun F-14A Tomcat, a 1:48-scale model of the maritime air superiority fighter made famous by the Top Gun film. The Grumman F-14A Tomcat was designed to carry the formidable longrange AIM-54 Phoenix missile, and its design features a variable geometry wing that can sweep back for high-speed supersonic intercepts and forward for improved positioning in air-to-air dogfights. The set includes 715 pieces and two pilot figures. It features retractable landing gear, rubber wheels, and variable wings.

The R.M.S. Titanic Executive Edition is a 1:450-scale construction block model of the British trans-American ship. It features 960 building blocks; a full hull design; moving parts; a black, brick base for the ship’s outboard; and a white plaque printed with the ship’s name and scale. When completed, it is 25.25 inches long and 7.5 inches tall.

The CH-47 Chinook Helicopter is a 1:48-scale model of the multi-role, twin-engine military helicopter, which is used to transport soldiers and military equipment. This construction set includes 815 building blocks and two pilot figures. It features rotating propellers, an opening flap, and a rope with a capture hook that comes out of the bottom of the helicopter.

The AH-64 Apache Helicopter is a 1:48-scale model of the tactical U.S. Army attack helicopter designed to combat armored weapons and support ground units. This construction set includes 510 blocks and two pilot figures.

NEVER WRONG TOYS Never Wrong Toys expands its Laser Pegs line with the Steampunk Explorers theme. This fall, kids ages 8 and up can Laser Pegs build new light-up sets that pair sea Steampunk Explorerers creatures with machinery, including Iron Octopod the Iron Octopod Diving Bell, Wave Diving Bell Jumper, Albatross, Leviathan Sea Dragon, and more.

The Laser Pegs Multi-models collection includes sets with 300-500 pieces that kids can build and rebuild. An assortment of vehicles, machines, and creatures features patented glow-in-the-dark and light-up color bricks. Kids can choose from the 4-in-1 Mini Construction, 5-in-1 VTOL Sparhawk, Hornet & Grasshopper, and Spider & Scorpion sets.

MicroSparks are mini-construction sets featuring vehicle and creature designs. The quick-build assortments are designed for play and display.

Laser Pegs sets’ parts are compatible with other leading brick-based construction brands. Additional Laser Pegs items will arrive in waves this spring and fall.

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MAGFORMERS Available this summer, the Magformers Carnival Plus Set mixes carnival fun with STEM learning. Kids ages 3 and up can use the Magformers building pieces to construct Ferris wheels, carousels, characters, and more using STEM practices, then use their finished builds as a carnival playset for imaginative play.

MATTEL Mattel will launch the Mega Construx Pokémon — Evergreen Poké Ball Assortment this spring.

Designed for kids ages 6 and up, each set includes a buildable and poseable Pokémon figure and its own Poké Ball with prongs on top to display the built figure. There are six Pokémon to build in total: Pikachu, Bulbasaur, Charmander, Squirtle, Togepi, and Magikarp.

HEY BUDDY HEY PAL Hey Buddy Hey Pal introduces the DinoMazing Egg Decorator.

Kids ages 3 and up can paint plastic dinosaur eggs using the included markers and machine that spins the egg while kids decorate.

Then, kids can crack open their egg to reveal one of six collectible dinosaurs covered in slime. This egg decorating kit is available now.

ALEX GLOBAL PRODUCTS Alex Global Products expands the Alex Craft line with the My First Sewing Kit. Kids ages 7 and up can learn the basics of sewing and create notebook covers, stuffed animals, and more. The kit includes a carrying case filled with 28 felt shapes, embroidery floss, stuffing, fabric, rickrack, scissors, measuring tape, pins, needles, and more.

Loopies Unicorn includes a stuffed doll with a mesh pocket over its front side. Kids ages 7 and up can fill the pocket with multicolored yarn, then pull out loops using the included crochet hook. Kids can sew on a face, hands, feet, and tail to create a kawaiistyle unicorn. Other Loopies sets available this spring include a butterfly, lion, penguin, and cat.

This spring, kids ages 8 and up can transform rocks into works of art with Alex Craft Rock Pets. Five Rock Pets are available, including a turtle, owl, butterfly, frog, and fox. Each set comes with one rock pet, six weatherproof paints, and a brush.

The Scientific Explorer My First Mind Blowing Science Kit is an introduction to the basics of chemistry. Kids ages 6 and up can take part in experiments with the 20-piece kit, such as creating a sunset in a test tube or making a color-changing volcano.

Kids ages 8 and up can explore nail art creativity with the Alex Spa Sketch It Nail Pens Salon. The 190-piece kit includes gems, color-in-appliques, five Sketch It Nail Pens, a nail file, and more.

The Spectacular Magic Suitcase from Ideal includes everything kids ages 8 and up need to learn 100 magic tricks, including card shuffle, dice escape, and more. The set includes a magic hat, a magic wand, and more accessories in a suitcase that doubles as a magician’s table.

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CHALK OF THE TOWN

Play-Doh Dino Crew Crunchin’ T-Rex

HASBRO With Hasbro’s Play-Doh Kitchen Creations Grill ‘n Stamp Playset, kids can make burgers, hot dogs, chicken wings, and more out of Play-Doh, and then place the pretend food on the toy grill. The built-in inkpad will stamp pretend sear marks to make the cookout creations look like they’ve actually been grilled. The Play-Doh compound can be used again after it has been stamped with ink.

Kids can also create pretend kabobs with the skewer and Play-Doh toppings. This set comes with six colors of modeling compound and accessories.

Kids can use the frying pan toy in the Play-Doh Kitchen Creations Flip ‘n Pancakes Playset to flip pretend pancakes into the air with the push of a button. Kids can make Play-Doh pancakes in four different shapes with the cutters and eight cans of the modeling compound, then flip and stack them on the plates, where they can top them off with pretend syrup and half-molds.

The Play-Doh Dino Crew Crunchin’ T-Rex comes with a green dinosaur figure, a pterodactyl friend, and three Play-Doh eggs filled with the modeling compound. The dino will crunch, gulp, slurp, toot, and burp as kids engage the jaw-chomping action and watch the Play-Doh bits go though its tummy and out its backside. The toy pterodactyl friend also makes eggs for the nest.

Kids can help the baby brontosaurus figure break out of its egg and then make its neck grow long with the Play-Doh Dino Crew Growlin’ Tall Bronto. When they fill the dinosaur toy with Play-Doh and press the tail, its neck will grow tall. Kids can then decorate the bronto with dinosaur bones, flowers, leaves, and even a necktie.

Kids can play pretend dentist with the Play-Doh Drill ‘n Fill Dentist. They can make the patient stick out his Play-Doh tongue, then use the toy tooth mold to create a row of teeth at once. The hand-powered toy drill spins as kids drill and fill the teeth. Cavity-colored modeling compound has green speckles to look like the patient has gunk in his teeth, and gold and silver colors can be used for braces and fillings. The set comes with eight cans of compound and tools including a braces roller, a toothbrush, a picker, a flosser, and a mirror.

All of the above items are made for kids ages 3 and up.

This spring, Chalk of the Town introduces the Bunny T-shirt Kit. The shirt features a bunny shape on the front that is made of chalkboard material, which kids ages 4 and up can draw on using three included chalk markers. The markers dry quickly, so kids can create designs that won’t smudge or bleed. The kit also comes with an erasing cloth, which kids can use with water to erase the bunny and start again. The Bunny T-shirt is available in youth and ladies’ sizes and is machine washable.

MAPLE LANDMARK Maple Landmark introduces Stack the Court, available now. This 25-piece set includes 12 justices, eight blocks with words relating to the Supreme Court, and six stackable blocks that model the Supreme Court building in Washington, D.C. Kids ages 5 and up can stack and build the various pieces while learning about the U.S. Supreme Court.

To enhance its NameTrain Wooden Railway System, Maple Landmark launched Country/ City Thematic Play Panels, also available now.

Kids ages 3 and up can switch between the country and city scenes printed on each side of the panels, connect them together, or use the arched pieces to straddle the railroad tracks to create their own city or country scene.

Stack the Court

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ACTIVITIES & CONSTRUCTION CANAL TOYS Canal Toys will launch the So DIY Tie-dye Slime Machine this spring.

Kids ages 6 and up can place clear slime into the battery-powered slime machine and add a few drops of dye to spin and create tie-dye effects.

Kids can then continue stretching their slime to increase the colorful effect.

Canal Toys also offers the So DIY Tie-dye Slime Kit for creating tie-dye slime.

Kids can combine the clear slime with the included scented dye and glitter, and then use the mixing tools to create their own customized tie-dye slime.

For kids ages 8 and up, Canal Toys will also introduce the Style 4 Ever Tiedye Kit. Kids can use the included dye, gloves, and rubber bands to tie-dye any piece of white clothing or the white scrunchie included in the kit. Kids will learn six different tie-dye techniques to use again and again.

With the Art Lab Pouring Art Studio, also launching in the spring, kids can use six different techniques and the included materials to create colorful pour art.

CRA-Z-ART With the Shimmer ‘n Sparkle Ultimate Tie Dye Creations Studio from Cra-Z-Art, kids can design and create bright tie-dye fashions, including T-shirts, tote bags, and accessories. Coming in the spring, the set includes all of the tools kids need; they just add whatever material they want to tie-dye. Kids will learn different effects, including the rainbow burst, spiral, and more. This less-mess way to make tie-dye looks is designed for kids ages 8 and up.

Cra-Z-Art will expand its Softee Dough Moldable Compound Activity Playsets with the Ice Cream Shoppe, Food Truck, Mealtime Fun, and Sweat Treats Bakery. Each set comes with Softee Dough and accessories that kids can use to make different creations. The sets encourage sensory learning, STEM skill development, and social play. Softee Dough is safety tested for kids ages 3 and up and is nontoxic.

With the Be Inspired All in One Ultimate Nail Spa Beauty Set, kids ages 8 and up can soak, massage, and polish their nails. The set includes everything kids need to make trendy nail art designs, and has a gentle massaging feature that relaxes and soothes.

The lightweight set can be taken on the go, and also includes a salon-style nail dryer.

BREYER This year, Breyer Horse Crafts will partner with Latoya Moore-Broyles, YouTube creator and crafting expert from the MyFroggyStuff YouTube channel. Each Breyer Craft item will feature accompanying instructional videos on the MyFroggyStuff channel.

Last month, Breyer launched two new craft sets designed for kids ages 4 and up. The Unicorn Paint & Play set combines crafting and hair play. Kids can use the six included paints to decorate the unicorn figure, which features a pink mane and tail that kids can style and groom.

The Horse Family and Unicorn Family Paint & Play sets each come with a mare, a stallion, and a foal that kids can decorate using the included paints.

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ACTIVITIES & CONSTRUCTION BITOGENIUS

FLYCATCHER

BitOGenius launched the Pixicade Mobile Game Maker. Kids ages 6 and up can use the provided books, specially formulated markers, and QR codes in this kit to create playable video games featuring their artwork. The kit features seven video game styles and 1,600 games to choose from, which kids can then play on iOS or Android devices.

Kids ages 8 and up can engineer projects using bendable aluminum rods with Flycatcher’s Smart Stix.

After choosing a blueprint from the free Smart Smart Stix Stix app, kids can use the included workbench to measure and cut the exact size and number of aluminum rods needed. Then, they can bend them into shapes and connect them to build a design. The set includes a workbench, 30 ready-to-form aluminum rods, and 100 assorted connectors for four ready-to-build projects. Additional rods and connectors are also sold separately.

With the Smart Sketcher 2.0, kids ages 5 and up can take or download a photo on their mobile device, project it on paper, and sketch it. The new version features improved hardware, new content, more durable content cartridges, a sturdier base, and built-in cartridge storage. The set includes the Smart Sketcher 2.0 device, more than 60 step-by-step drawing and writing activities, 20 sheets of framed paper, four colored pencils, and a USB power cable. Additional content cartridges featuring spelling activities, cursive writing, language lessons, and themed drawings, as well as pencils, crayons, markers, frames, and professional artist tools, are available separately.

These products will be available this fall.

PLAYMONSTER PlayMonster will launch new craft and activity kits this year, while also bringing fresh updates to classic creative brands.

Designed for kids ages 8 and up, the Spirograph Animator Deluxe Studio features iconic gears like the original activity set, but once kids make their designs, they can set them on the animator to take their creations to the next level. The spinning and lights from the animator create a 3D effect, making kids’ designs look like they are moving. The Spirograph Animator set also features built-in storage and includes six gears and five markers.

The Spirograph Keychain set provides kids ages 5 and up with a pocket-sized way to draw Spirograph designs. The 8- by 5-inch accessory includes three gears and can clip onto a backpack or key ring, so kids can draw spiral designs on the go.

For more travel-friendly spiral creations, the Spirograph Design Ruler is a 10-inch ruler that features two built-in Spirograph rings and three gears in a closable tray, plus stencil shapes and special drawing edges. It fits inside any three-ring binder.

Latchkits Yarnimals are a new spin on the classic hook-and-loop craft kits that kids can use to make their own plush animals. Designed for kids ages 8 and up, the sets each include the looping tool, pre-cut premium yarn, and a color-coded, two-piece form with snap-in eyes to create a fuzzy, cuddle-ready plush animal.

PlayMonster is celebrating 70 years of Colorforms this year. The Colorforms 70th Anniversary Edition is a box set that includes 350 colorful pieces in a spiral-bound activity book, along with a playboard and design guide for tons of restickable fun for kids ages 3 and up.

Kids can design and decorate pretend cakes to display or gift with Crafty Cakes. Each creative kit includes a pretend cake, sweet-scented play frosting, sprinkles, stickers, a display stand, and a surprise collectible cake topper. Kids ages 5 and up can choose from three different themes in the line: Candydazzle Drizzle, Fantasea Shimmer, and Magicorn Glitter.

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NEW Boogie Board®

Sketch Pals™

A clippable, shareable, collectible doodle buddy for long bus rides.

Bugs Coming in Fall 2021!

NEW

Boogie Board®

Sketch Studio™ A mess free kit that helps kids learn to draw.

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2021 TOY LAUNCHES

ACTIVITIES & CONSTRUCTION SPIN MASTER This fall, Spin Master will add to its Cool Maker brand with Shimmer Me Body Art. Kids ages 8 and up can use the included foil and four patterned rollers to create shimmering body art. The set also comes with gem stickers to accentuate the designs.

The company will also expand its Kinetic Sand line with two new sets for kids ages 3 and up. The Ice Cream Treats set will be available this spring and features three colors of scented Kinetic Sand — pink (strawberry), brown (chocolate), and white (vanilla) — six tools and molds, and six topping accessories.

Kinetic Sand Surprise will be available this fall. The set includes a themed mystery playset, a hidden tool, and 6 ounces of Kinetic Sand.

The playsets feature four themes: dragon, unicorn, tiki-volcano, or yeti.

Orbeez #Challenge is the first playset in Spin Master’s Orbeez line.

This fall, kids ages 5 and up can recreate Orbeez effects that they see online using the kit’s six tools and 2,000 Orbeez.

Color Meez is another addition to the Orbeez line, and will be available this spring. The set comes with 400 clear, pre-grown Orbeez, 800 Kinetic Sand Orbeez seeds to grow, and three Ice Cream Treats liquid colors that kids ages 5 and up can use to customize the Orbeez.

Design & Drill Bolt Buddies Helicopter

EDUCATIONAL INSIGHTS Educational Insights expands its Design & Drill Bolt Buddies line with three new sets inspired by frontline workers: a fire truck, a helicopter, and a police motorcycle. Kids can snap together the pieces of each set, then use the kid-friendly drill to attach colorful bolts. The sets each come with figures and accessories, and feature eco-friendly packaging that unfolds to a playset to become part of the play experience.

The company also adds to its Playfoam offerings with Playfoam Putty, a compound that kids can pop, stretch, and squeeze. The set comes with four reusable cups of purple, green, blue, and orange sculpting putty that never dries out.

All of these items from Educational Insights are designed for kids ages 3 and up and will be available this spring.

GRIDDLY GAMES

FAT BRAIN TOYS With the Snow Much Fun! Mega Frozen Science Lab from Fat Brain Toys, kids ages 8 and up can create a winter wonderland with snowmen, igloos, three sizes of snowballs, slush that oozes between their fingers, rainbow-colored snow cones, and more. They can follow the detailed step-by-step instruction guide as they transform water-absorbing polymers into “frozen” creations.

Griddly Games plans to expand its Just Add line this fall with the Just Add Soap science and art activity kit. Through 20 different experiments and activities, kids ages 8 and up can learn scientific concepts involving geometry and elasticity by adding just one additional ingredient: soap.

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CREATEON ANN WILLIAMS GROUP This spring, Ann Williams Group will expand its Craft-tastic brand with a variety of new activity kits. Kids ages 8 and up can make an empowering wall decoration with Craft-tastic Empower Flower, which features holographic and foil petals that list positive personality traits.

The Craft-tastic Magical Wand kit includes the materials kids ages 4 and up need to create five magical wands with fairy, unicorn, dragon, mermaid, and snow fairy designs.

The company will also launch Craft-tastic Sticker It Up, a kids’ version of its adult Sticker & Chill line. This new line will include multiple open-ended activity books featuring repositionable, static cling stickers.

Finally, Ann Williams Group will release Craft-tastic Unicorn Potions and Craft-tastic Mermaid Potions kits. Designed for kids ages 5 and up, these kits are an extension of the company’s Fairy Potion Kit.

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In January, CreateOn launched the Love from The Very Hungry Caterpillar Magna-Tiles Structures Interactive Story Time Set. With this set, kids can read and interact with a new take on the classic story using the included buildable Magna-Tiles.

This month, CreateOn introduces The Very Hungry Caterpillar: Spring Butterfly Magna-Tiles Structures Interactive Story Time Set. Kids can experience the classic story while building with the included Magna-Tiles, displaying the evolution of a caterpillar to a butterfly.

Love from The Very Hungry Caterpillar Magna-Tiles Structures Interactive Story Time Set

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2021 TOY LAUNCHES

ACTIVITIES & CONSTRUCTION HABA With Haba’s Threading Game Rainbow Caterpillar, kids determine what color belongs to which part of the caterpillar and what order the numbers must be arranged.

Then, kids use the included threading tiles and chord to thread the caterpillar together.

Dress Me! is a similar threading activity in which kids can dress their character by choosing from 36 hair and clothing tiles and threading them together.

HAND2MIND With hand2mind’s World of Gemstones Dig Kit, kids can dig for gemstones while learning cultural facts about each country where the gemstones are found. The kit contains eight real gemstones, such as amethyst, red jasper, aventurine, and jade; three continent digging blocks; two digging tools; and an activity guide. The reusable package turns into a display box.

Kids can create up to 10 keychain charms while learning coding concepts with Coding Charms. The set includes 2,000 fuse beads, a pegboard, a tweezer, two reusable iron sheets, 15 keychain clips, and 15 oval hooks. There are 18 different designs to create, including an emoji charm, a rocket, a dinosaur, and more.

The Dig & Display Fossil Kit includes a digging block and two digging tools that kids can use to unearth eight real land and sea fossils, including a shark tooth, a crinoid, a bivalve, an atrypa, petrified wood, coprolite, and two different types of gastropods. Kids can learn about the evolution of plants and animals as they uncover each fossil. The reusable package turns into a museum display case.

With Craft Stick Creations, kids can use craft sticks and other materials to complete 10 STEM activities, including building a catapult, a craft stick explosion, a Ferris wheel, and more. The kit includes all the materials that kids need to complete the activities, such as 100 natural and 50 rainbow jumbo craft sticks, four rubber bands, a large craft cork, two foam disks, and more.

These sets are designed for kids ages 8 and up and will launch this spring.

Threading Game Rainbow Caterpillar

PLUS-PLUS

HUNTER PRODUCTS

The Plus-Plus Big Travel case is designed for kids ages 2-6. This portable travel case includes 15 pieces of Plus-Plus Big building pieces to assemble anywhere.

For older kids ages 3-12, the Plus-Plus Travel Case includes 100 mixed color pieces that kids can use to build on the go.

With the Desktop Windmill set, kids can build their own windmill with surrounding trees, flowers, and a waterfall to display on their desk. It even doubles as a phone holder.

With the Learn to Build — Spinning Tops set, kids ages 5-12 can build five different styles of tops using the 240 pieces and five Go! wheels that they can spin over and over.

In a similar set, kids ages 5-12 can use the Learn to Build — Go! Vehicles to build motorcycles, racecars, limousines, and more using the different pieces and components.

Hunter Products will into new markets this year. Gemex, distributed by Cra-Z-Art in the U.S., is a kit that kids can use to create plastic gems in less than 3 minutes. This year, the brand will launch several new sets, featuring nail decor, hair barrettes, and bangles.

With Jewel Secrets, kids can turn sparkly stones into magical crystals. Kids can place the stone in the chamber, lock it with a secret key, and reveal a crystal 2 minutes later. They can then snap the crystals into included accessories, such as wands, tiaras, bracelets, and more.

Learn to Build-Go! Vehicles

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3DOODLER Kids ages 6 and up can create 3D projects with 3Doodler’s Start+ Essentials Pen Set this fall, using the included wireless 3D Pens, the filament, and a booklet with 10 hands-on activities.

With the press of a button, plastic extrudes from the pen and rapidly hardens into whatever designs kids choose to create. It is designed with no external hot parts, making it safe for kids to use.

The 3Doodler Start Learn from Home Pen Set is an individual learning pack that kids ages 6 and up can use to make 3D models with the low-heat plastic that extrudes from the pen. The set includes the 3Doodler Start Essentials Pen Set, 200 additional strands of 3Doodler Start plastic, a DoodlePad, nine challenge cards, a storage pouch, and exclusive PDF access to the What Will You Create? project book.

The 3Doodler Create+ Learn from Home Pen Set includes a Create+ pen, more than 200 strands of colorful doodling material, a DoodlePad, nine challenge cards, and a carrying pouch. The challenge cards provide guided activities to help teenagers ages 14 and up create atoms, bridges, real-working engines, and other STEAM projects.

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ELENCO Elenco is launching three new Smartivity Do-It-Yourself STEAM Activity Kits this spring: the Smartivity RoverBot for kids ages 8 and up, the Smartivity Stunt Demon for kids ages 5 and up, and the Smartivity Periscope for kids ages 6 and up. All of these sets are made from re-engineered, laser-cut wood and feature mess-free assembly using rubber bands.

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2021 TOY LAUNCHES

ACTIVITIES & CONSTRUCTION HANDSTAND KITCHEN This month, Handstand Kitchen will launch Box CanDIY crafting sets. Kids ages 6 and up can create lanterns, terrariums, string art, origami, watercolor paintings, and more with these kits in different themes. Each kit comes in a keepsake storage box.

Handstand Kitchen also expanded its baking collection last month with the Spring Fling Springtime Fun Baking Set. The 19-piece set includes everything kids need to decorate springthemed desserts, including baking molds and utensils.

The Spring Fling collection also includes the Spring Fling Busy Bee Cookie Cutter & Spatula Set, which comes with bee and beehive cookie cutters and a bee-printed silicone spatula to use while baking.

RAVENSBURGER Ravensburger introduces GraviTrax Pro: Starter Set, launching this spring. Kids ages 8 and up can use the 153 unique elements, including walls, pillars, and balconies, to build their own vertical racetrack system.

LUKI LABS Luki Labs invites kids ages 7 and up to build new worlds with the Gujo Adventure Mission Mars Rocket. The waterproof and washable construction set features 245 pieces and includes a space shuttle, two figures with astronaut helmets, and multiple accessories.

The Gujo Adventure Deep Sea Submarine features 218 pieces and includes a buildable shark, two figures with dive helmets, and multiple accessories. The set measures 11 by 24 inches when it’s complete.

Kids ages 6 and up can unleash their imagination with Pinxies Unicorn Barn. It includes more than 240 pieces, including three figures, three colorful unicorns, training and care accessories, and a sticker sheet. Each Pinxies set features detailed graphic paperboard panels and colorful plastic building links.

The Pinxies Enchanted Ice Castle includes more than 315 pieces, including Koral, Princess Kleo, and the Neon Night. The 29.5-by-35inch ice castle also comes with eight pieces of furniture, a snowman, multiple accessories, and a sticker sheet for decorating. Pinxies characters can interlock hands and they have interchangeable facial expressions to encourage storytelling.

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2021 TOY LAUNCHES

INFANT & PRESCHOOL NICKELODEON

This year, Nickelodeon’s licensing partners are introducing new items based on the company’s preschool brands.

Melissa & Doug’s Blue’s Clues and You! Rainbow Stacking Puzzle comes with three removable play figures and six wooden rainbow pieces that toddlers ages 18 months and up can use to stack and sort. The puzzle encourages color recognition, fine motor, and problem-solving skills.

The Blue’s Clues & You! Birthday Playset from Melissa & Doug comes with two wooden cupcakes and a four-piece wooden cake for kids ages 3 and up to decorate with colored cords and wooden toppings. It also comes with other accessories like a wooden cupcake pan, birthday candles, invitations, and more.

With VTech’s Blue’s Clues & You! Storytime with Blue, toddlers ages 2 and up can use the nonremovable Handy Dandy Notebook to choose one of three included stories for the plush to read. Narrated by Josh, each story is twist on a classic, including GoldiBlue and the Three Bears, Little Red Riding Magenta, or The Three Little Pigs.

Toddlers can listen to or read along with the eight-page book, which features a variety of Blue’s Clues & You! favorite characters, including Magenta, Mailbox, Mr. Salt and Mrs. Pepper, Shovel and Pail, Storytime with Blue and Sidetable Drawer. The buttons on Blue’s paws trigger music, reading comprehension questions, or a game of Blue’s Clues to discover what story Blue wants to read next.

Kid Trax’s Blue’s Clues & You! Kids Bike is designed for young kids ages 2-4 just learning how to ride a bike. It comes with a durable steel frame; an easy-to-use single-speed drivetrain; an intuitive rear pedal brake for secure stops; and removable training wheels to provide extra support while kids learn how to ride. The bike is decked out from top to bottom in authentic Blue’s Clues & You! graphics and details, featuring a Blue handlebar plate and a mailbox storage compartment.

WOWWEE Toddlers can sing, dance, and learn to play music with WowWee’s Pinkfong Baby Shark Step & Sing Piano Dance Mat. This interactive musical toy is 3 feet wide and features 10 oversized, playable piano keys. Toddlers can step or press on the keys to play in two different activity modes: Music Mode and Learning Mode. Baby Shark fans can sing along to the “Baby Shark” song and “Shark 123,” or use the bonus sound sheet to learn how to play the “Baby Shark” song on their own.

The Pinkfong Baby Shark Singing Bath Time Bubble Maker easily suctions to a bathtub or tile and features two bath time play modes. Parents can add liquid soap and water to make the Bubble Maker blow bubbles and play the “Baby Shark” song.

These products are suitable for toddlers ages 2 and up.

Machine Maker Farm Set

NIKKO TOYS

Nikko Toys introduces R/C for first-time racers with My First Nikko RC, designed for toddlers ages 2 and up. With the easy-to-use controller, they can race the R/C along, turn it in reverse, and activate racing and beeping sounds.

Road Rippers After Burner features turbines that spin with a motorized drive, plus lights and sound effects. Kids ages 3 and up can push the launch button to watch the spinning action.

Kids can build Machine Maker Farm Sets, take them apart to activate features, rebuild them, and mix and match the parts. Each set includes 15 pieces, including farm accessories.

Pinkfong Baby Shark Step & Sing Piano Dance Mat

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INFANT & PRESCHOOL

MGA ENTERTAINMENT This spring, MGA Entertainment will introduce the Little Tikes T-Rex Truck. Preschoolers ages 2 and up can ride in this kid- or parent-powered, dinosaur-themed rideon that makes T. rex sounds.

Toddlers ages 18 months and up can hit the lanes with the Little Tikes My First Bowling Set. The foldable bowling lane includes two balls and six pins that reset with the push of a button.

The Little Tikes 2-in-1 Lemonade & Ice Cream Stand features rolling wheels, a bell that rings, and a working chalkboard. Kids ages 2 and up can pretend to serve up drinks and sweets with an assortment of included summer-ready accessories.

MGA Entertainment introduces Baby Born Surprise Mini Babies. Kids ages 3 and up can find two or three miniature baby dolls — including twins and triplets — that are blind packed in each surprise swaddle. Mini Babies each come with a stackable crib and a soft blanket.

Smarty Animals

FLYCATCHER

Little Tikes T-Rex Truck

Flycatcher’s Smarty ABC features three levels of learning: letter and emotion identification, spelling, and simple storytelling. Preschoolers ages 3 and up can take part in more than 50 activities using 26 letter blocks and six emoji blocks. The activities feature randomized responses and audio hints to keep kids engaged. Smarty ABC comes with a storage bag for the blocks.

Toddlers ages 3 and up can learn about arctic animals and numbers with Smarty Animals, which features more than 50 activities, including animal part puzzles, facts, and sound identification; counting; and adding. The set includes 20 animal puzzle blocks and 10 number puzzle blocks that kids can store in a bag.

HAPE BRANDS Hape Brands’ Rocket Ball Air Stacker is designed to replicate a playful spaceship. The stacker toy helps toddlers ages 2 and up learn shape recognition, numbers, colors, and fine motor skills.

The Quadrilla Super Spirals set is a hands-on, wooden marble run. Kids ages 4 and up can put the 70 pieces together like a 3D puzzle to create a path for the 50 included marbles.

With the Fold & Go Beach Set, toddlers ages 18 months and up can play with the pail, shovel, and sand mold, which all easily packs up when they’re done.

The Musical Whale Fountain features five colorful whales that act as piano keys for babies to explore rhythm and sound. Water spouts at different heights depending on the rhythm. The fountain has suction cups that stick to any tub.

Coming out this fall, the DJ Mix and Spin Studio is made for babies ages 1 and up. It plays five background tunes, 18 sound effects, and four instrument sounds. Featuring interactive buttons, babies can turn the dials to explore the different sounds.

Fold & Go Beach Set

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2021 TOY LAUNCHES

INFANT & PRESCHOOL BBC Moose Toys adds to its roster of toys for kids ages 3 and up based on the BBC preschool series Bluey. The Bluey Pool Time Playset is inspired by “The Pool” episode. It features a diving board, a cabana, and a pool that kids can fill with water. Out in May, the set includes a Bluey figure in her swimsuit and pool accessories.

In August, kids can play along with Moose’s Bluey’s Hopscotch Race Card Game. Players build a hopscotch path using cards and race to the finish line. The game includes 44 colorful picture cards, a color spinner, and Bluey’s family as game pieces.

Bluey and family can head on a roadtrip in the Bluey’s Caravan Adventures playset. The caravan features everything the Heeler family needs for camping adventures based on the “Camping” episode. The set includes a complete kitchen, a second-story bunkroom, camping accessories, and an exclusive Jean Luc figure.

Kids can press the belly of the Talking Bluey Plush to hear the character speak nine phrases, including “For real life?” “I’ve got an idea,” and the opening song from the series. The Bluey plush is soft and cuddly.

MOOSE TOYS Moose Toys introduces Kindi Kids’ latest feature baby doll: Bubble ‘n Sing Pearl. Kids ages 3 and up can feed Pearl her tropical ice cream-scented “formula” from her bottle, press her tummy, and watch her blow bubbles, then dry her off with her mermaid towel. Pearl features more than 20 giggle and coo sounds, a bobble head, glittery eyes, colorful rooted hair, and Kindi Kids bright clothes and accessories. For more bubble blowing fun, Bubble ‘n Sing Pearl there’s a separate kid-sized bubble wand. Available in August, Bubble ‘n Sing Pearl matches her Kindi Kids Big Sister Pearlina.

Kindi Kids Lil’ Sisters blow sweet-scented kisses and, like their big sisters, have bobble heads, glittery eyes, and colorful rooted hair. Kids can remove their pacifiers and squeeze their tummies to make them blow a kiss with a sweet scent. Tiny Tiara blows royal cupcake-scented kisses, Mini Mello’s kisses are scented with sweet mallow cream, and Pippa Baby blows summer berri-scented kisses. Available in August, the Lil’ Sisters have poseable, squishy limbs, and come dressed in removable, brightly colored clothing and ruffled diapers with accessories to match their Kindi Kids Big Sisters.

Moose Toys also adds three Kindi Kids Big Sisters: Tiara Sparkles, Berri D’Lish, and Marsha Mello. These dolls have bobble heads, glittery eyes, and sweet scents that coordinate with their style. Each doll comes with new accessories, bright changeable clothes, and colorful rooted hair. The new Big Sisters will be available in August.

Kindi Kids Minis have the same features as Kindi Kids dolls — bobble heads, glittery eyes, vibrant styling and colors, and poseable bodies — only now they’re small enough to take anywhere. These 10 palm-sized collectibles include favorite characters such as Donatina and Mystabella, as well as newcomer Berri D’ Lish and more. The dolls are available now, in addition to Mini Vehicles and a Bobble Bus, as well as a Kindi Kids Mini Carnival Playset coming in August.

All Kindi Kids are designed for kids ages 3 and up.

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2021 TOY LAUNCHES

INFANT & PRESCHOOL CUDDLE BARN KID TRAX Kid Trax expands its lineup of ride-on toys for toddlers with the Silly Skaters Bear Inflatable Ride-on Toy by Kid Trax. Designed for kids ages 1-3, the inflatable bear in roller skates features a soft, durable rubber material for long-lasting use. Kids can ride or push the silly bear.

THAMES & KOSMOS This summer, Thames & Kosmos will debut Kids First Math, a series of nine hands-on kits for preschoolers ages 3 and up. These kits include activity cards and lesson guides designed to demonstrate and teach concepts in mathematics, as well as logical thinking, problem solving, and creative thinking. The kits will include Linking Cubes Math Kit with Activity Cards, Number Track Math Kit with Lesson Guide, Attribute Blocks Math Kit with Activity Cards, Number Rods Math Kit with Activity Cards, Base Ten Blocks Math Kit with Activity Cards, and more.

Cuddle Barn’s Alphabet Jodey the Giraffe and Alphabet Elroy the Elephant both sway as they sing the counting song “Ten Little Elephants” and “The ABC Song.”

LullaBabies Beehive is a soft plush that doubles as a nursery mobile.

It sings “Rock-ABye Baby” and features volume control, mesmerizing lights, and flowy streamers.

The Three Little Pigs Storytime Playset and the Goldilocks Storytime Playset bring popular stories to playtime. Each playset includes four plush characters in a carrying case inspired by the classic story.

LullaBabies Beehive

MATTEL This spring, Mattel will launch Fisher-Price Thomas & Friends Tidmouth Sheds Engines.

Preschoolers ages 3 and up can connect each take-along storage shed to any Thomas & Friends track set to recreate scenes from the Thomas & Friends TV series. Each set includes a die-cast train engine featuring a different member of the Steam Team.

The Fisher-Price Laugh & Learn Lil’ Gamer is a pretend, handheld gaming console with a D-pad, A and B buttons, a toy game cartridge, and a light-up screen. Babies ages 6 months and up can press the buttons to hear music, sounds, and phrases that teach directions, colors, numbers, and shapes. Pressing, sliding, and toggling the buttons and activities help strengthen babies’ dexterity and hand-eye coordination.

The Fisher-Price Little People Serve It Up Food Truck features a taco truck with a play kitchen, a fold-out dining area, and two Little People figures. Babies ages 12 months and up can press the button or the driver’s seat of this musical toy to activate songs, sounds, and phrases.

The Fisher-Price Linkimals Sit-to-Crawl Sea Turtle is a musical activity toy with two ways to play as babies ages 9 months and up grow from sitting up to crawling.

It features music and phrases that teach babies the alphabet, counting, and shapes.

When the Sea Turtle meets up with other Linkimals toys, they light up, talk, sing, and play together.

Fisher-Price Laugh & Learn Lil’ Gamer

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2021 TOY LAUNCHES

INFANT & PRESCHOOL

BUFFALO GAMES Buffalo Games expands its preschool offerings with the Chuckle & Roar Pop It Tie Dye, a new colorful version of its Pop It toy. Designed for kids ages 3 and up, the sensory-friendly Pop It features 28 silicone bubbles that kids can pop in and out. Kids can also use the Pop It as a two-player game. This tie-dye version will be available this spring.

JAZWARES Jazwares adds to its CoComelon collection with CoCoMelon Musical Tractor, made for toddlers ages 2 and up. This brightly colored tractor features an exclusive, 3-inch JJ figure and plays the song “Old MacDonald.” It makes animal and tractor sounds as well.

The Blippi Talking Figure is a 9-inch Blippi toy that features fully articulated limbs and plays eight sounds and phrases. Kids can press Blippi’s bow tie to hear phrases from the popular YouTube star.

FAT BRAIN TOYS Quubi from Fat Brain Toys is a tactile discovery cube made for babies ages 3 months and up. Each edge is connected by elastic bands for little hands to bend and twist it in different ways. The rubbery, textured beads spin and slide for even more sensory engagement.

CoComelon Musical Tractor

VTECH VTech expands its Go! Go! Cory Carson toy line this spring with the Two Scoops Eileen Ice Cream Truck. Kids ages 2 and up can hear Eileen talk by pressing her light-up windshield button.

The set also comes with mini Cory and Chrissy PlayZone characters that can interact with Eileen.

Paige the Tiger joins VTech’s Sparklings Friends line this spring. Kids ages 4 and up can use various touchpoints to change Paige’s color and mood, hear a song, make her swipe her tail, and more. Paige comes with a crown accessory and two sharable barrettes.

Babies of any age can enjoy tummy time with the 3-in-1 Tummy Time Roll-a-pillar. The toy, available this fall, features three ways to play and encourages both crawling and rolling over. The interactive caterpillar features sensory elements, an attached play mat, and plays sounds and music that teach kids about feelings and animals.

The Twist & Explore Caterpillar, available this spring, features music, sounds and phrases about feelings, spinning rings, lights, twistable body segments, and more for babies ages 3 month and up to explore and learn about their emotions.

Also available this spring, the Soothing Songs Fox features soft glowing lights and more than 50 soothing nature sounds, melodies, and lullabies. Babies can also explore the fox’s patterns and textures.

Twist & Explore Caterpillar

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2021 TOY LAUNCHES

INFANT & PRESCHOOL SMART TOYS AND GAMES Smart Toys and Games expands its SmartMax My First line with My First Acrobats, a building set designed for babies ages 1 and up to discover magnetism as they build structures on the circus mirror ring. The set will be available this spring and also includes cards that feature building challenges.

TOMY This spring, TOMY will add to its Ricky Zoom line with new toys for ages 3 and up, based on the Nick Jr. series.

The Fix It DJ includes a 7-inch figure of DJ Rumbler and a toy screwdriver and socket wrench that kids can use to take DJ apart and put him back together. Kids can use DJ’s freerolling wheels for push-along play. The toy tools attach to the figure for storage.

The Steel Awesome Adventure Multi-pack and the Jake Rumbler Adventure Multi-pack each include three, free-rolling motorcycle figures. The front wheels feature articulated movements for kids to steer them left and right, and the vehicles can stand steady when not in motion. The packaging features a removable scene that kids can use as a backdrop. The Steel Awesome set includes a 4-inch Steel Awesome vehicle, a 3-inch Ricky Zoom vehicle, and 3-inch Loop Hoopla vehicle; and the Jake Rumbler set includes a 4-inch Jake Rumbler vehicle, a 3-inch DJ Rumbler vehicle, and a 3-inch Ricky Zoom vehicle.

Maxwell’s Transforming Trailer Playset features Ricky, Maxwell, and a service station on wheels. Kids can open the trailer to transform it into a mobile repair station with six interactive features. The Ricky and Maxwell toy vehicles can balance when not in motion and feature wheels with articulated movements for steering.

With the Wind & Launch Playset Assortment (Ricky & Loop), kids can place either the Ricky or Loop vehicles into the wheel launcher, wind up the dial, and then set it down. The wheel launcher will send the toy Maxwell’s Transforming vehicle speeding away.

Trailer Playset

HAND2MIND Hand2mind’s Pawz, The Calming Pup is a soothing companion for preschoolers ages 3 and up. It features auto-adjusting lights that help guide toddlers through three deep breathing patterns. Kids can follow the lightened prompts to inhale when the light gets brighter and exhale as the light fades. This activity is meant to help kids bring awareness to their thoughts. The pup also features a night light with with different colored lights, a timer, and a USB port for charging.

The Mindful Maze Set features three double-sided breathing boards with indented finger paths that incorporate tactile prompts for inhaling, exhaling, and pausing to guide preschoolers through breathing exercises. The guided breathing exercises include the Rainbow Breath, Square Breath, Star Breath, Laddered Breath, and more.

Preschoolers can turn the ColorMix Sensory Tubes in different directions for a relaxing, sensory experience as the colors inside the tubes mix and separate. The jumbo tubes are securely sealed and easy to grip with new square end caps that prevent them from rolling away.

The Rainbow Fraction Measuring Cups come in a set of nine transparent, color-coded cups that help preschoolers learn about measuring, volume, capacity, and fractions. Preschoolers can also use the measuring cups for pretend cooking and role-playing.

Pawz, The Calming Pup

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INFANT & PRESCHOOL

PLAYMOBIL The Playmobil 1.2.3. Aqua Splish Splash Water Park is a water playset that helps babies develop cognitive, fine motor, and language skills through imaginative play and game functions. Babies can turn the crank to help the water flow and create a lazy river, which moves the floating rafts and animals. There is a center pool for calmer waters.

The Playmobil 1.2.3. Knight’s Castle Sand Bucket includes a knight figure, a castle-shaped sand bucket, a shovel, a horse, a drawbridge, and other accessories to use in the sand. The blue castle turret doubles as a sieve that kids can use to sift through the sand for shells. Builders can use the bottom of the flag to stamp the Playmobil face into the side of the castle.

These sets are designed for babies ages 18 months and up.

ELENCO This spring, Elenco will introduce My First Engineering, a line of construction sets designed for kids ages 3 and up that teaches introductory engineering skills. Sold seperately, the sets include a pirate ship, a farm tractor, a Ferris wheel, and the Zip Zap Drop. With each set, kids will build an electric screwdriver that they will use to complete the rest of the set and then, the electric screwdriver base powers the build.

Playmobil 1.2.3.

Aqua Splish Splash Water Park

LEARNING RESOURCES Learning Resources will launch Coding Critters MagiCoders: Skye the Unicorn and Coding Critters MagiCoders: Blazer the Dragon this fall. Both sets include a coding spellbook full of activities and a magic wand controller. Kids ages 4 and up can code Skye to the end of the rainbow and launch shooting stars with the star launcher, or code Blazer to storm the castle, launch the catapult, and more.

Spike the Fine Motor Hedgehog Fidget Friend features six fidget mechanisms — such as spinners, knobs, buttons, and more — that toddlers ages 2 and up can push, twist, turn, and pop. The hedgehog will launch in the fall.

The Big Feelings Pineapple! includes 26 changeable pieces — such as eyes, eyebrows, mouths, and hands — that toddlers can use to identify emotions and expressions as they build faces on the pineapple. The pineapple has two sides for kids to build two faces at once. All of the pieces fit inside the pineapple when playtime is over. The set includes a guide with tips for introducing social-emotional learning skills to toddlers ages 3 and up. It launches in the spring.

Huey the Fine Motor Hippo comes with five double-sided, numbered, colored birds that toddlers ages 18 months and up can twist into Huey’s back to help build fine motor movements while learning about colors, shapes, and numbers. The Coding Critters MagiCoders: Skye the Unicorn birds store inside the hippo. The set will launch this spring.

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INFANT & PRESCHOOL CAT Junior Crew Tipper

LEAPFROG Kids ages 2 and up can play a round of Blue’s Clues with the LeapBuilders Blue’s Clues & You! Handy Dandy Clue Tracker from LeapFrog. Coming out this spring, this interactive Smart Star unit is shaped like the Handy Dandy Notebook from the show Blue’s Clues & You! When kids press the light-up number buttons, they will activate sounds and phrases to learn about numbers and start a game of Blue’s Clues. They can help Josh by finding the correct double-sided learning block and inserting it into the Smart Star clue tracker, all while they practice critical thinking and logic skills.

The building set includes eight easy-tohold, double-sided learning blocks that feature objects and Blue’s paw print. The set is compatible with LeapBuilders Blue’s Clues & You! and other LeapBuilders sets to build, create, and learn with fun sounds, songs, and phrases.

FUNRISE The CAT Junior Crew Tipper from Funrise is a 14-inch vehicle with motorized facial movements and wheels. Tipper features more than 50 phrases and sounds when it performs animated movements. It also has smart sensors that can switch the audio to match different play patterns.

The vehicle is suitable for toddlers ages 2 and up.

The CAT Little Machines Ground Crew includes 3-inch, push-powered vehicles that toddlers ages 3 and up can use to move and load Insta-dirt around the construction site. When mixed with water, the included Insta-dirt grows 15 times its volume in seconds.

EPOCH EVERLASTING PLAY Epoch Everlasting Play adds to its Calico Critters Nursery Series Critters collection with three new playsets that will be available this fall for kids ages 3 and up.

The colorful Baby Amusement Park playset features four main attractions: Cosmo World with a rocket ship launcher ride, Fantasy Land with a turreted castle, Adventure World with rocking pirate ships and baby go karts, and Sweet World with a Ferris wheel.

The amusement-park theme continues with the Baby Star Carousel. The playset features manually rotating carousels and three seats that hover over the clouds for Calico Critters Babies, Twins, and Triplets. It also comes with the newly restyled Pookie Panda Baby Tony.

The Royal Carriage Set brings kids into HopScotch Rabbit Baby Grace’s magical dressing room. The princess-inspired carriage is embellished with a pink bow and features gold drapes, lanterns, and wheels. Inside the carriage, the Baby Grace doll wears a lace dress and is surrounded by detailed furniture that includes a vanity set with a brush, a crown, pink slippers, a scepter, and a cushioned couch.

Calico Critters Baby Amusement Park

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INFANT & PRESCHOOL WOW! STUFF Later this year, Wow! Stuff will launch a line of officially licensed preschool products featuring characters and themes from Moonbug Entertainment’s 3D animated series CoComelon. The new line will feature electronic learning products, including an activity table, puzzle blocks, night lights, and more.

INSIGHT EDITIONS Insight Editions sparks imaginations with Color & Cut Masks: Dinosaurs and Color & Cut Masks: Unicorns. Out this spring, the activity book features 10 playful masks that kids can color and cut out, along with facts about the prehistoric or magical creature that’s highlighted.

Color, Cut, and Fold: Ocean Animals and Color, Cut, and Fold: Wild Animals each features 15 sea or wild creature models that kids can color, cut out, and display.

Kids can turn their fingerprints into creative stories with Fingerprint Farm and Fingerprint Fairies. Each features nine colorful ink stamp pads, and the completed book becomes a keepsake.

Magical Water Painting: Unicorns and Magical Water Painting: Under the Sea are no-mess art activities that kids can complete again and again at home or on the go. Kids can paint magical scenes with the included, water-filled brush. As the water dries, the colors fade so that it can be painted again.

Trace & Learn Handwriting Practice: Dinosaur and Trace & Learn Handwriting Practice: Unicorn are activity books packed with 80 pages of letters and words that kids can trace and fill in. Kids can color in the unicorns or dinosaurs while they practice learning and more fun activities.

MELISSA & DOUG The Melissa & Doug Love Your Look Salon & Spa Play Set includes 16 accessories for pretend hair care and spa services, such as a shampoo bottle, a brush, a comb, play scissors, a hairdryer with a working fan, felt cucumber eye pads, squishy pretend facial scrub in a tub, and more. Preschoolers ages 3 and up can wear an apron to play as the stylist or a cape to play as the customer.

The Melissa & Doug Fire Truck Play Tent is a 4-foot-long, fabric playhouse with room for multiple kids to play inside.

Designed for preschoolers ages 3 and up, the tent features a back door flap, a roof flap, a gas cap flap, mesh fabric windows on every side, and a sturdy floor. The fire truck-themed, illustrated details included hoses, dials, lights, and firefighting and rescue equipment.

The Melissa & Doug Take-Along Kingdom is a nine-piece playset with a wooden storage case that unfolds to create a playing surface Fire Truck Play Tent with built-in tracks. Kids ages 3 and up can pull the wheeled royal carriage by a wooden horse or unicorn. The set includes wooden accessories, such as a prince, a princess, a swan, a dragon, a castle, and more.

The Melissa & Doug Magical Kingdom Activity Rug features a princess theme and includes four wooden play pieces. The unicorn and the carriage fit the royal figures and contain magnets so that kids ages 3 and up can use them together or separately. The rug measures 39 by 36 inches.

With the Melissa & Doug Poke-a-dot! Tag-alongs — Farm, babies ages 1 and up can poke the dots on two double-sided cards to identify farm animals and hear sounds. The set features nylon straps with self-stick tabs so parents can attach the cards to strollers, highchairs, or cribs.

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BLUE NINJA MAPLE LANDMARK Maple Landmark introduces the Numbers Puzzle, a basic 0-9 tray puzzle with large removable numbers in bright colors, available now. Toddlers ages 2 and up can practice counting and then flip the tray over to display number sentences, aiding in basic addition and subtraction skills.

Blue Ninja Studios presents Patchwork Garden, a preschool memory game launching this spring.

Kids ages 2 and up plant a garden and help it grow by flipping over the 36 included pieces and searching for matching seedlings and flowers.

RAVENSBURGER This spring, Ravensburger will launch Memory: Dino Sports. Kids ages 3 and up can flip over tiles of skiing mammoths, dancing pterodactyls, and more to find like pictures in this classic memory game.

SPIN MASTER Spin Master adds to its PAW Patrol line with Rocky’s Reuse It Truck, which is equipped with rolling wheels and moving arms. The truck encourages kids to recycle and comes with tools for the truck, including a brush, a claw, and a hammer. The truck will be available this spring for kids ages 3 and up.

Out this fall, the pups are headed for the big screen in PAW Patrol: The Movie, which also means all new figures, vehicles, playsets, plush and more.

Gabby’s Dollhouse is a playset that will be available this fall, insprired by the one featured on the Netflix show of the same name. This dollhouse features a delivery system, a working cat-o-vater, and a flip-back roof. It also comes with two figures, furniture, and other accessories. Kids can attach the Gabby’s Dollhouse Deluxe Room Playsets (sold separately) for additional play.

With Gabby’s Dollhouse Musical Ears, kids can take the magical, musical cat ear headband to take on cat-tastic adventures, just like Gabby in the show.

PAW Patrol Rocky’s Reuse It Truck

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IMPULSE & COLLECTIBLES JUST PLAY Just Play expands its Disney Doorables collection of figures and playsets with Disney Doorables Multi Peek Series 5. Kids ages 5 and up can unbox multiple layers of peel-and-reveal secrets, including five, six, or seven 1.5-inch Disney Doorables collectible figures. Series 5 includes 41 figures to collect, including characters from Mickey & Friends, Bambi, Cinderella, Tangled, Sleeping Beauty, The Aristocats, Toy Story, Moana, and Frozen.

FUNKO Funko will grow its Paka Paka line with two new collectibles. Paka Paka Soda Kats Plush feature a mix of iconic soda brands and sassy felines. The characters include mashups such as Cat Pawchino, Meowntain Mew, and Dr. Purr Purr.

Paka Paka — Daisy Duke Dogs are mystery collectibles wrapped in a ball-shaped container. There are 18 possible dogs to collect, each wearing a pair of Daisy Duke shorts.

The Pop! Vinyl Comic Cover: DC — Superman Action Comic will be the first collectible figure in a new series from Funko that celebrates comic book covers by replicating them in Pop! Vinyl figure form with corresponding packaging.

Pop! Albums are vinyl figures that, combined with their packaging, recreate iconic album covers. The collection includes AC/DC’s Back in Black and My Chemical Romance’s The Black Parade.

SUPER IMPULSE

Tiny Arcade Hello Kitty Pac-Man

Super Impulse’s Wacky Packages Minis Series 2 are tiny toys and stickers based on the stickers from trading card company Topps. Series two features 82 new mini-toys and mini-stickers that include three levels of rarity: rare, really rare, and forget about it rare.

These are suitable for kids ages 8 and up.

World’s Smallest Games — Scrabble, Monopoly, Operation, and Quija are miniature, palm-sized versions of classic games. Kids ages 8 and up can play the games just like the full-size versions.

The Tiny Arcade Hello Kitty Pac-Man features a 1.5-inch screen and an overall cabinet size measuring 1.75 by 1.75 by 3.5 inches. This palm-sized arcade game is fully playable and has a full-color, high-resolution screen; authentic game sounds; a joystick; two directional buttons; and a keychain. It is suitable for kids ages 8 and up.

Pac-Man Tilt is a handheld, electronic video game controlled by motion. Players ages 8 and up can twist, turn and tilt to control Pac-Man through the maze as they eat up all the pac-dots along the way with authentic Pac-Man play.

The World’s Smallest Hot Wheels Series 6 features three new die-cast cars with working wheels. The models include Great Gatspeed, Mid Mill, and Formula Street, and each comes packaged in a reproduction of the 1968 original package display case. These are suitable for kids ages 6 and up.

The World’s Smallest Hot Wheels Monster Trucks Series 2 features 5 Alarm, Tiger Shark, and V8 Bomber styles. The trucks measure 1 by 1.25 by 1.5 inches and work just like the full-size trucks. These are recommended for kids ages 6 and up.

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IMPULSE & COLLECTIBLES MATTEL

WECOOL TOYS

Mattel will launch the Polly Pocket Big World Assortment this spring. Each compact Pocket World opens to reveal a specific theme and features surprises, micro-dolls, and accessories. The animal assortment includes Corgi Cuddles, Jumpin Style Pony, Hedgehog Café, On The Farm Piggy, Dolphin Beach, and Butterfly Backyard.

These mini-playsets are recommended for kids ages 4 and up.

WeCool Toys introduces the 5 Stack Donut Mix & Mash Variety Pack, available now. This stack of containers includes compounds, mix-ins, and charms that kids can combine to make new creations or to add to existing slime.

Glitzy Bingsu is scented slime that is available in four colors. Each container is filled with sensory beads that kids can crunch and pop.

Both products are designed for kids ages 4 and up.

MOOSE TOYS Moose Toys’ Real Littles line enters the world of high fashion with high-end-inspired Real Littles Handbags, using the latest designer finishes and materials. Featuring eight different designs, these collectibles feature a variety of colors and textures, with new collections launching each season. The spring collection, available now, features mermaid and unicorn themes; while the fall collection, coming in August, features a “pursed” Lippy shape and kitty, llama, and other themes. Each bag contains six mini “essentials,” including compacts, lip gloss, hair clips, a tiny water bottle, masks, hand sanitizer, and more, as well as its own matching bag charm and coin purse. There are more than 30 essentials to collect, including a limited-edition Ring Watch.

These handbags are designed for kids ages 6 and up.

Kids can customize and personalize their Real Littles Lockers, just like a school locker. Each locker features 15 surprise decorations and accessories, including three wallpaper designs, a chandelier, a fluffy carpet, stickers, a mirror, a catch-all basket, micro-stationery, and more. It also includes an exclusive shimmer and shine unicorn duffel bag with a matching bag dangler. Designed for kids ages 6 and up, these lockers are available now.

Designed for kids ages 5 and up, Real Littles Sneakers are collectible, miniature fashion sneakers. The debut line features 24 unique pairs of “hide and sneaky” sneakers: Kids can open the shopping bag to reveal the style and rarity. The color of the shoe box inside provides the first hint of the shoe packed inside. Rarity levels and styles include Common: Off the Shelf; Rare: Glitter and Metallic; Ultra-rare: Color Change; and Ltd: Light-up, which is a one-in-the-line, limited-edition pair. Real Littles Sneakers will be available in May. Moose also extends its Shopkins Real Littles line of collectibles this fall with partners such as Reese’s Peanut Butter Cups, Bagel Bites, Babybel Cheeses, and Hostess Cupcakes. Designed for kids ages 4 and up, there are 40 food characters to collect.

Designed for kids ages 4 and up, Treasure X Monster Coffin Mini Monsters have all the cool creepy features as the larger Treasure X toys, but they are pocket-sized. Kids can release the monster from its spider web of mummy wrap and search for real gold “terror treasure,” then create new monsters by mixing and matching the body parts from each of the 12 different monster styles. The Monster Coffin Mini Monsters will be available in August.

Real Little Lockers

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IMPULSE & COLLECTIBLES HEXBUG HEXBUG expands its Junkbots line with the Large Factory Habitat, which will be available in the fall. Kids ages 5 and up can unbox four new robot characters within the playset habitat. The set includes more than 200 pieces, including light modules.

Junkbots collectible packs also expand with 24 new Junkbots for kids to collect.

BITTY BOOMERS

Elsa Bitty Boomer

Bitty Boomers, known for its palm-sized collectible Bluetooth speaker characters, will introduce an Ultimate Princess Campaign in celebration of Cinderella’s 70th anniversary this year. The celebration will include a line of Disney Princesses that will be available this spring.

The company will also launch new speaker designs inspired by the Disney+ series The Mandalorian. The line includes Grogu, a version of Grogu with a frog in his mouth, and The Mandalorian. Boba Fett and R2-D2 designs will join the line this spring.

Bitty Boomers will also introduce additional speakers based on Mickey & Friends (Mickey is available now and Minnie will be available in the spring) and Venom 2 (Venom and Carnage will both be available this spring).

Hello Kitty Charaction Cube

BANDAI AMERICA Bandai America’s Charaction Cubes are Rubik’s-style puzzles that become a collectible figure when kids solve them. This year, the line expands with Charaction Cube — Demon Slayer and Charaction Cube — Hello Kitty, designed for kids ages 8 and up. The Demon Slayer characters include Nezuko, Tanjiro, and Zenitsu captured in chibi detail.

The Hello Kitty version is also in chibi style, capturing the character’s iconic design.

WOW! STUFF

Chibies

Wow! Pods, from Wow! Stuff, are licensed collectible figures that come in a hexagon-shaped pod. Kids and collectors can connect and display the pods however they want. Each pod also has a light-up feature that kids can activate with a swipe of their hand. The lights automatically go out after a minute. Wow! Pods are currently available in characters from DC Comics, Marvel, Disney, Trolls World Tour, and Harry Potter. The range of collectibles will expand starting this spring with characters from the video game Fall Guys, Space Jam, Jurassic World, Minions, and more.

Also coming out this spring, Chibies are fashion-forward collectibles that flash to the beat of any song. Kids can press the character’s nose to activate the sound sensors embedded inside, which react to the music in real time.

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IMPULSE & COLLECTIBLES JAZWARES

BLACKPINK Sophisticated Superstars Clutch

Jazwares introduces a number of BLACKPINK items this spring, designed for kids ages 6 and up. Each BLACKPINK 3-inch Figure Four-pack includes 20 BLACKPINK-inspired accessories that kids can mix and match with each doll. The Jisoo, Lisa, Jennie, and Rosé collectibles are dressed in outfits from the group’s music videos.

The BLACKPINK Sophisticated Superstars Clutch comes with a figure of one of the four group members sporting a stylish hairstyle, three accessories, and a collectible keychain and charm.

Kids can turn any room into a sold-out show with the BLACKPINK Feature Lightstick. The 8-inch lightstick features three light modes: pink, pulsing, and music reaction.

MONOGRAM INTERNATIONAL Monogram International released its first Disney+ collection for Marvel with a series of blind-bag WandaVision Bag Clips, which launched in time for the show’s premiere last month.

Kids ages 4 and up can collect various designs, featuring different versions of characters from the series.

ZURU ZURU’s 5 Surprise Toy Mini Brands Series 1 Wave 2 are realistic, miniature replicas of popular toy brands. There are more than 60 different nostalgic and current toys to collect, made to match their full-size counterparts exactly, down to the packaging. Wave 2 features Rubik’s Cubes, Leonardo from Teenage Mutant Ninja Turtles, Dora the Explorer, JoJo Siwa bow accessories, Nickelodeon slime, and more. The assortment includes rare metallic and glow-in-the-dark minis, in addition to super-rare, golden minis.

5 Surprise Mini Brands Series 2 Wave 2 are miniature replicas of well-known shopping brands. There are almost five dozen new brands to collect, including tiny versions of Philadelphia cream cheese, Cool Whip, Jell-O instant pudding, Blue Diamond almonds, Tapatio salsa, and more, in addition to new shopping accessories. The assortment includes rare metallic and glow-in-the-dark minis, as well as super-rare golden minis.

5 Surprise Fairy Unicorn Squad Series 3 features 13 new fairy unicorns, each featuring a long tail; a distinct hairstyle; magic wings; and color-changing, scented unicorn poop. Each capsule includes a unicorn, interchangeable dress-up accessories, a comb, and four themed stickers.

These collectibles are designed for kids ages 4 and up.

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IMPULSE & COLLECTIBLES MGA ENTERTAINMENT This spring, MGA Entertainment introduces the L.O.L. Surprise! All Star BBs Soccer Series. Kids ages 6 and up can unbox eight different surprises with each of the 12 sparkly, soccer-themed BBs, which are split into two teams. Each collectible doll includes a secret message, trading cards, and more.

L.O.L. Surprise! Present Surprise Series 2 introduces 12 new collectible dolls for kids to unbox. Each doll is inspired by a star sign, comes with accessories, and is packaged to look like a present, complete with a bow and a gift tag.

Kids can collect nine new collectible characters with L.O.L. Surprise! #HairGoals Series 2 dolls. The hairspray packaging doubles as a salon playset and a display case. Each doll features real hair and comes with 15 surprises to unbox.

The Secret Crush brand expands with Secret Crush Mini Dolls Series 2 and Secret Crush Mini Pets. Kids can collect 10 sweet-themed mini-dolls and 10 mini-pets that include colorful surprises that kids reveal by crushing the packages. Kids can use the included collectible beads to customize the figures or to make jewelry.

WOWWEE My Squishy Little Dumplings from WowWee are palm-sized, interactive characters with matching accessories.

Kids can squeeze their cheeks to pop out their unique personalities, dress them up, tickle them, shake them, and toss them to activate more than 50 reactions, including sounds and a lightup feature.

L.O.L. Surprise! All Star BBs Soccer Series

SUNNY DAYS ENTERTAINMENT Sunny Days Entertainment expanded its Ravel Tales collection with a new series, available now. With Ravel Tales Series 2 — Sparklers, kids ages 5 and up can unwind a ball of sparkly fabric to reveal DIY activities, accessories, and a collectible Ravel Tales character plush. Then, kids can use the unraveled yarn to sew a pillow bed for their new plush or make a friendship bracelet to wear.

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IMPULSE & COLLECTIBLES DIAMOND SELECT TOYS This spring, Diamond Select Toys introduces the Disney D-Formz collection of PVC figures. The first wave includes characters from across the Disney universe, such as Kermit the Frog, Jack Sparrow, the Mad Hatter, the Rocketeer, and more.

FAR OUT TOYS Far Out Toys’ Love, Diana Collectibles will launch this spring with 3.5-inch Fashion Fabulous dolls, pets, and playsets. This series has an ice cream-theme, featuring fashions and packaging to match.

Following that, the Princess of Play collection includes 2.5-inch figures and a birthday party-themed five-pack. In the fall, these lines will expand with a second launch of styles and new playsets.

Love Diana Fashion Fabulous doll

BASIC FUN! Basic Fun! expanded its new Monopoly Surprise Collectibles line with Monopoly Surprise Community Chests. These boxes feature 10 surprises to reveal, including exclusive gold-toned tokens, coins, new Mr. Monopoly expressions, colored plaques, and chase tokens. There are three different community chests available for purchase, featuring more than 25 new tokens in total.

CRYPTOZOIC This summer, Cryptozoic adds to the Cryptkins Unleashed line with Cryptkins Unleashed Wave 2.

This collection features seven core, 5-inch vinyl figures featuring creatures from folklore for kids ages 8 and up to collect and display, including Bigfoot and Nessie. This wave also includes an exclusive 5.25-inch figure, Cerberus.

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IMPULSE & COLLECTIBLES SPIN MASTER Spin Master’s Supercross 1:24 Scale Diecast with Rider bikes feature a race ring that kids ages 5 and up can loop around their finger and use to roll the bike, pop wheelies, and perform other stunts. The bikes feature details such as graphics and metal die-cast motors.

The Hatchimals CollEGGtibles line continues with Wilder Wings, which includes more than 10 styles, such as angel, flower, bat, and cloud. Kids ages 5 and up can crack the front of each egg to reveal a character and its attachable wings.

These will be available in single packs, multi-packs, and a 12-pack egg carton.

Kids ages 6 and up can expand their Bakugan collection with Bakugan Geogan Rising. This set includes everything kids need for Bakugan battles, such as two exclusive Geogan, three Bakugan, six BakuCores, and Gate-cards. The Geogan feature new shapes and translucent details.

All of these toys will be available this spring.

BONKERS TOYS Supercross 1:24 Scale Diecast with Rider

YUME YuMe introduces the Harry Potter Magical Capsules 2-pack Series 2.

Kids ages 3 and up can open their Hogwarts crest-shaped Magical Capsule to reveal seven surprises inside, including a mystery Hogwarts character, a spell book, a wand, and more.

Bonkers Toys’ FGTeeV Giant Mystery TeeV returns for its third season, complete with a green, toxic-themed TV storage case, collectible mystery figures inspired by the FGTeeV YouTube channels, a splat ball, noise putty, stickers, and more.

The company will also launch new FGTeeV Mystery Controller Packs this spring. Shaped like a gaming controller, each mystery pack includes a blind-bag collectible figure, a Micro Stax figure, putty, and vinyl stickers. Both FGTeeV toys are designed for kids ages 6 and up.

Kids ages 3 and up can grind rails and practice kickflips with the Braille Skateboarding Mini Skateboard Ramp — Series 2. Inspired by the “Skate Everything” series on the Braille Skateboarding YouTube channel, this set includes four ramps, two finger boards, mini-stickers, and more.

FGTeeV Mystery Controller Pack

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JABBERWOCKY TOYS

JA-RU Ja-Ru extends its Flarp line of putty with the new Flip ‘n Flarp, which includes two Flarp styles in one can: the original Flarp and glitter Flarp. Kids ages 3 and up can squish and mold the putty or flip it to hear it make hilarious sounds.

Ja-Ru also introduces its Happy Bunch line, featuring moldable and squishy animals that kids can stretch and squeeze. The line includes glitzy Dazzle Duckies in small and jumbo sizes, Shimmer Bears, and Beary Gummys designed for a variety of ages starting at 18 months.

All of these products are available now.

This month, Jabberwocky Toys expands its BlownUp! line of collectible vinyl figures — which feature weighted bottoms and appear to be inflated — to include Icons of Rock.

These designs feature the members of KISS, Angus Young, and Ozzy Osbourne. Additional rock icons and other pop culture characters will arrive later this year.

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GAMES & PUZZLES GOLIATH Goliath will unveil new games this fall.

In Beware of Bear, players ages 4 and up take turns poking a bear without waking it up. If they are successful, they can take items from its stash to collect to win.

With Skid Markz, kids ages 5 and up “scoot” their pup to draw pictures and their teammates try to guess what it is. Players roll a die to see how long their leash is, and a longer leash means the sketch will be more challenging.

Kids ages 7 and up can create domino stunts with Goliath’s new Reaxion kits. They can attach, create, and build any track or any stunt they can imagine.

There’s Been a Murder takes place in an austere country house in England during the 1930s. In this party game designed for adults, players have to work together to catch the murderer and solve the mystery.

BLUE ORANGE GAMES In Pancake Monster from Blue Orange Games, players compete to be the first to stack all of their pancakes on the giant monster’s tongue without the monster popping up and biting them. This game also doubles as a pop-up hamper.

Zoom in Barcelona is a game in which players compete to take the best photos of the city. Each player can use bikes, taxis, and busses to get to the best photo spots before their opponents, capturing iconic locations, structures, and more than 400 dragons along the way.

Pancake Monster

THAMES & KOSMOS Thames & Kosmos expands its EXIT: The Game collection with several new versions. Each one brings an escape room straight to the tabletop, with puzzles varying in difficulty for players ages 10 and up or ages 12 and up. EXIT: The Game challenges players to solve riddles to uncover mysteries. Five new titles will arrive this year, including The Sacred Temple, The Deserted Lighthouse (which also includes a puzzle), Kidnapping in Fortune City, The Gate Between Worlds, and The Cursed Labyrinth.

In The Crew: Mission Deep Sea, players ages 10 and up work together to search for the lost continent of Mu. Out in the fall, the follow-up to last year’s version of this game features new surprises.

Kids ages 8 and up can race the clock to fit a set of interlocking tiles perfectly into a specific area in Ubongo: The Brain Game to Go, coming this fall. Based on the board game Ubongo, this compact version is suited for on-the-go gameplay.

This spring, players ages 7 and up can venture into a land of fantasy and legend with Andor: The Family Fantasy Game. In this cooperative family role-playing game, each player chooses to play as one of four powerful heroes, then together they embark on a mission to rescue some wolf cubs who are lost in a dangerous mine, defeating foes along the way. Andor: The Family Fantasy Game features gameplay that is similar to the game Legends of Andor, but is more approachable for younger players.

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EXPLODING KITTENS A Little Wordy from Exploding Kittens is a sneaky, two-player, tile-unscrambling game. Players have to assemble a secret word from a set of tiles and keep that secret word to themselves. Each player then takes turns trying to decipher each other’s secret word by paying for clues and hints using berry tokens. Designed for players ages 10 and up, this game takes about 15 minutes to play and will be available in April.

In Tacocat Spelled Backwards, players win duels by playing cards of matching or higher value to defend their hand or sacrifice their lowest card. When players are on their final card, whoever has the lowest-value card wins the round, bringing Tacocat closer to their side. This two-player game is designed for players ages 7 and up and combines strategy, luck, and instinct. It takes about 15 minutes to play and will be available in March.

PLAYROOM ENTERTAINMENT Playroom Entertainment celebrates Pokémon’s 25th anniversary this year with Pokémon Trainer Guess Legacy Edition.

Pokémon trainers ages 6 and up can think of any Pokémon, then answer “yes or no” questions, and the Trainer Guess will know exactly which Pokémon kids were thinking of. The special Legacy Edition features a metallic Poké Ball and speech recoginition technology for enhanced gameplay.

The pocket monsters fun continues with Pokémon Trainer Trivia. Designed for 1-4 players ages 6 and up, this game features 1,000 Pokémon facts, and players must guess if they are true or false. The game features three levels from beginner to expert, and the virtual game master walks players through all the rules and how to play, so there are no instructions required in this quick-to-play game.

Both Pokémon games are coming out this fall.

In Speedy Doc, players try to prove that they know as much as the Doc himself. Designed for 2-10 players ages 8 and up, Speedy Doc features 500 topics for players to explore as they race to name something that matches the question the Doc brings up. Speedy Doc leads the fun and guides players through gameplay.

With GeekOut! Video Games, players ages 10 and up can show off their video game knowledge. Players try to outbid their opponents to prove who knows the most about all things video games in this trivia-based game. The game features 350 questions on 70 cards and can be played in 30 minutes.

In Sweetlandia, players each become a city planner for the beautiful and tasty Sweetlandia. Players use bidding cards to acquire a building area from a delectable collection of 60 locations, such as Gumdrop Garden, Rocky Road, Marshmallow Mountain, Lemonade Lake, and Candy Cornfields. Players must try to choose the right locations to achieve their goals and earn the most doughnuts from Mayor McSweet. Designed for 2-6 players ages 8 and up, Sweetlandia will be available this spring.

For preschoolers, Finding the Dragon is the first book in the My First Adventure collection of stories in which kids are at the center. In this chooseyour-own adventure experience, kids pick a character and plunge into a rather unusual story. The gamebook uses a system of selectable dials and pages split into three separate sections to create different adventures containing memory games, observation games, and logic puzzles designed for kids ages 3 and up. Kids can play alone or adventure alongside an adult who can help them craft their journey.

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GAMES & PUZZLES

CRA-Z-ART Puzzlers ages 9 and up can experience the rich, true colors of Kodak Premium Puzzles from CraZ-Art. The new 1,000-piece puzzles feature fully interlocking pieces and are printed on European Blue Board. Once completed, the 20-by-27-inch puzzles can be glued together (glue sold separately), or boxed back up to do again.

PLAYMONSTER New from PlayMonster, Pop-A-Tops are compact games that players can easily store or drop in a bag to take on the go.

Designed for kids ages 4 and up, Pop-A-Tops Bake-A-Cake challenges players to be the first to find the piece of cupcake that matches the part and color of the dice, and build a complete cupcake to win the game. In Pop-A-Tops Match-A-Martian, players ages 5 and up race to find the Martian that matches the combo rolled on the dice. Both games feature easy-to-learn rules, plus dice that are contained in the popper and cards that store neatly in the tin.

In Zombie Chase, players are trapped inside an amusement park with the janitor-turned-zombie, but the only way out is to find a key in the dark, spooky shed. Players must be careful because they can be zombified at any moment. If a player does become a zombie, they’ll be on a new team and must go after other players to try to catch them all. Players can win as a human or as a zombie in this family-friendly strategy game, designed for 2-6 players ages 7 and up.

Talk Birdie challenges players to make different sounds from birds, such as canary, owl, crow, turkey, and duck, and try to find the other player making the same sound to get a match. Players earn feathers for their birdie with every match, and the player with the most feathers at the end of the game is the winner. This family game is designed for 3-4 players ages 6 and up.

Bad Bingo is an adults-only party game for three or more players. Players take turns placing cards on the bingo board, and when they get to a row of cards with acts they are willing to perform or questions they’re willing to answer, they yell “Bingo!”

To get tokens, they must do or answer every task or question in the row. Wacky challenges include eating a spoonful of mayo, acting like a ballerina, and more.

PlayMonster will introduce new expansions to Relative Insanity, the family game created by comedian Jeff Foxworthy. The four new themed packs can be played on their own or added to the original game. The expansion decks include new setups and punchlines for funny themes including Girls’ Night, Young’uns, Old Farts, and Party Time.

Launched last year, Break In is an immersive game experience that challenges players to break into a building or structure by solving clues and puzzles along the way. PlayMonster will add three new titles to the Break In game collection this year, including Break In Area 51, Break In Chichen Itza, and Break In Eiffel Tower. Each Break In game features a difficulty level from 1-4, so players can choose the right challenge for them.

Five Crowns is a five-suited, rummy-style card game with a rotating wild card that keeps players on their toes. Players work to make the right combinations, be the first to go out, and watch other players scramble as they get one last chance to cut their losses. This family-friendly card game is designed for 1-7 players ages 8 and up.

PlayMonster will celebrate the 25th anniversary of Five Crowns with a new anniversary tin and a custom score sheet.

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GAMES & PUZZLES FAT BRAIN TOYS

In-SAND-Ity from Fat Brain Toys challenges players ages 8 and up to flip fast and run out the clock. Each sand timer is filled with a different amount of sand. Players set the clocks to however long they want the game to last, and then start the game by pressing the time button and flipping all the sand timers over. Using one hand, they have to keep the sand flowing by flipping and moving the timers to an empty space one at a time. When the timer runs out, their opponent gets to hit their button to start their time. Whoever can run out their clock first wins the game.

In Drop Shot, players ages 6 and up test their skills and physics knowledge to try to drop their colored arrows into the honeycomb-shaped gameboard. To do so, players must stand over the gameboard on the ground and use spatial reasoning and a steady hand to land three of their arrows in a straight row first. Designed for kids ages 6 and up, this game encourages hand-eye coordination, spatial reasoning, and concentration.

In-SAND-Ity

USAOPOLY USAopoly is ready to share the care with Monopoly: Care Bears Edition. Players ages 8 and up will buy, sell, and trade the Care Bears and their Cousins all through Care-a-lot in this vibrant version of the classic game. With each roll of the dice, players will pick up a friend like Wish Bear, Funshine Bear, or Grumpy Bear, then use Star Buddies to add hearts and cloud castles to their properties. Iconic Care Bears-inspired tokens include the Hot Air Balloon, Cloud Car, or the Rainbow Roller. Designed for 2-6 players, the game is available now.

Kids can prepare for an underwater adventure with SpongeBob SquarePants Spot it! Players ages 7 and up must race to be the first to spot the single match between two cards to win the round. Like previous versions of Spot it!, there is always only one matching symbol between any two cards. The game features images of characters and items from Bikini Bottom, including SpongeBob, Patrick, Squidward, the Krabby Patty, Gary, and more.

Smash Up: Marvel is a shuffling, building card game in which players smash up two groups of Marvel characters to take over bases and score the most victory points. Designed for 2-4 players ages 12 and up, the game challenges everyone to mix and match the different decks of heroes and villains to see which combinations can best defeat the others. Fans can create stories that have never existed in the Marvel universe using 160 Faction cards, 16 Base cards, eight Faction dividers, and more.

Coming in June, 25 Words or Less is a fast-paced party game based on the TV game show. Four or more players ages 10 and up take turns getting their team to guess five answers using as few clues as possible. Clue-givers bid on the number of words they can use, and when a challenge is accepted, it’s a race against the clock. Players score points when their team gets all five answers before hitting the limit. The first team to reach 10 points wins the game.

The fast-paced, family-friendly word game Tapple is back with a new look. Players pick a category and try to think of a word that fits each letter on the Tapple board as they race to beat the timer.

If the timer goes off during a player’s turn, they are out of the round. Designed for 2-8 players ages 8 and up, the game includes 36 cards with 144 categories in total.

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KESS Kess will roll out new designs for its line of de.bored puzzles this year. Kids and adults can destress and resolve boredom through colorful, strategic, and repeat puzzle play with artist-designed sets in 500 and 1,000 pieces made for puzzlers ages 12 and up.

EDUCATIONAL INSIGHTS Educational Insights is launching a 10th birthday edition of its Sneaky, Snacky Squirrel Game this spring.

In the game, players ages 3 and up practice matching and fine motor skills as they try to pick up colored acorns. This special anniversary edition features a “10 Year Birthday Edition” foil sticker, gold foiling on the text and acorns, and a flocked squirrel squeezer.

BIG G CREATIVE Bluffaneer from Big G Creative launched exclusively at Target earlier this year. In this game, players ages 10 and up roll bone-shaped dice and bluff their way through each round in a quest to steal the most treasure. The game of chance is designed for 3-6 players and features 15-minute gameplay.

SMART TOYS AND GAMES In SmartGames Diamond Quest from Smart Toys and Games, players ages 10 and up must dig up jewels and use their deduction skills to locate the red diamond. Available this spring, this puzzle game features 80 challenges that range in difficulty from easy to expert.

Players ages 5 and up try to fit three caterpillars on the apple-shaped gameboard in SmartGames Apple Twist. The game features five rotating levels, includes 60 challenges, and will be available this spring.

Also coming this spring, SmartGames IQ Circuit challenges players ages 8 and up to connect the dots by fitting double-sided pieces onto the gameboard. The portable, travel-size game features 120 total challenges.

SmartGames Grabbit, which will be available this summer, is a memory game designed for kids ages 4 and up. In the game, kids have to remember which vegetable is planted where, as rabbits jump around the garden and look under leaves to reveal hidden veggies. The first player to collect all four different vegetables wins the game.

Diamond Quest

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GAMES & PUZZLES ART’S IDEAS Art’s Ideas continues to offer games from the official Jenga brand, which was inducted into the National Toy Hall of Fame last year.

Jenga Throw ‘n Go! is a colorful version of the game that is exclusively available to specialty retailers. Designed for kids ages 8 and up, the game features 54 hardwood blocks in six different colors. Players roll an included die that indicates which color block they have to move.

There are also three versions of Jenga Giant, which each feature oversized blocks. Jenga Giant Family is designed for kids ages 6 and up and can stack to more than 3 feet high, Jenga Giant Genuine is designed for kids ages 8 and up and can stack up to 4 feet high, and Jenga Giant Premium is a higher-quality set designed for players ages 10 and up that stacks up to 3 feet high.

Jenga Ocean is an eco-friendly version of Jenga that is made entirely from recycled fishing nets. Designed for kids ages 6 and up, the game also features special “Save the Sea Animals” rules.

This version is exclusive to specialty retailers.

WREBBIT 3D Wrebbit 3D expands its Harry Potter puzzle collection with three new designs.

The 420-piece Harry Potter Hogwarts Clock Tower 3D Jigsaw Puzzle is available now. This puzzle can be combined with the Hogwarts Great Hall and Hogwarts Astronomy Tower puzzles to recreate the complete Hogwarts School of Witchcraft and Wizardry. Each puzzle is sold separately.

Wrebbit also recently released the 155-piece Harry Potter Hogwarts Express 3D Jigsaw Puzzle and the 130-piece Harry Potter Flying Ford Anglia 3D Jigsaw Puzzle, which are the smallest models released so far in the company’s Harry Potter collection.

All three puzzles are designed for kids ages 12 and up.

Harry Potter Hogwarts Clock Tower 3D Jigsaw Puzzle

BUFFALO GAMES This spring, Buffalo Games will launch a line of 500-piece Marvel jigsaw puzzles featuring images from Marvel comic books and movies, including characters such as Spider-Man, Thor, The Avengers, and the Guardians of the Galaxy. When assembled, these puzzles measure 21.25 by 15 inches.

The company will also expand its Star Wars The Mandalorian puzzle collection with 500- and 1,000-piece puzzles inspired by the show’s second season. Both the Star Wars and Marvel puzzles are made from recycled puzzle board, come with a poster of the puzzle, and are designed for kids ages 12 and up.

In the party game You’re On Mute, players ages 10 and up take turns being “on screen” and giving clues to get their teammates to guess as many keywords as they can. On their turn, players are behind an actual screen that magnifies their mouth.

The game also features three rounds with different difficulty levels: “strong signal,” when players can say anything except the keywords; “weak connections,” when players can only use one-word clues; and “you’re on mute,” when players must mouth the keywords.

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GAMES & PUZZLES

CHRONICLE BOOKS

WINNING MOVES GAMES Winning Moves Games’ Trashed was inspired by the classic card game Garbage. Players try line up their cards in the right order, from 1-10, but have to look out for the terrible Trashed card.

Wild cards create twists and turns during gameplay, while Stop cards will stop players in their tracks.

In Words Over Easy, players pop the Letter Eggs into the Egg Sorter to see which letters they can use to spell words. Letter Eggs that fall into the green side are “good,” while Letter Eggs that land on the red side are “rotten.” Players scramble to come up with words using all the letters, face-up, on the “good eggs” side and none of the letters from the “rotten eggs” side.

Both of the above games are designed for 2-4 players ages 8 and up and are available now.

Available in May, LEGO Brick Playing Cards from Chronicle Books are packaged in a collectible keepsake box, which can be used to store or display the cards. The 54-card deck features vibrant, colorful LEGO brick designs.

Designed for puzzlers ages 10 and up, the LEGO Rainbow Bricks 1,000-piece Puzzle is a challenging jigsaw puzzle for LEGO fans. This puzzle, which will be available in March, is designed to appeal to longtime LEGO builders, casual fans, and parents who love building with their kids.

LEGO Rainbow Bricks 1,000-piece Puzzle

EPOCH EVERLASTING PLAY Epoch Everlasting Play recently launched three Super Mario-themed games for kids ages 4 and up that are available now.

Blow Up! Shaky Tower! includes seven Super Mario action figures that act as game pieces. Players place the red wrecking ball on top of the wobbly tower and roll the die to see how many characters they must balance on top.

In Piranha Plant Escape, kids help Mario and Luigi escape from the evil plant. Players roll the die to make their way around each space and try not to get attacked by the piranha plant as they move. Kids can play by themselves or with up to three other players.

Epoch’s Super Mario Balancing Game is available in three different stages: Underground, Ground, and Castle.

Each game includes a die and four collectible characters.

Kids roll the die to see how many characters they’ll place on the wobbly stage. Each stage can be linked together for more challenges, or kids can remove the base to create a collector’s stand for each figure.

All Super Mario figures are interchangeable with all of Epoch’s Super Mario games.

Super Mario Piranha Plant Escape

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GAMES & PUZZLES GAMEWRIGHT THE NOBLE COLLECTION Kids ages 7 and up can play a dinosaur-themed chess game with the Jurassic Park Chess Set from The Noble Collection.

The set includes 32 dinosaur-sculpted game pieces and a full graphic chess board.

Designed for teens ages 14 and up, the Star Trek Tridimensional Chess Set is an authentic prop replica of the chess set from the Star Trek TV series. The 13-inch-tall set features three translucent acrylic main playing boards and four moveable “attack boards.” It includes 32 die-cast chess pieces in total.

Jurassic Park Chess Set

Gamewright adds fresh titles to its collection of family and party games, and makes some tasty upgrades to its jigsaw puzzles under its Ceaco brand.

Ceaco collaborated with Tasty to create a multipack of puzzles that include recipes in the box. The Tasty 8 in 1 Puzzle Multipack includes eight total puzzles featuring pizza, doughnuts, waffles, and more.

The puzzles come in a range of piece counts from 300-1,000 pieces.

Coming this spring, Secret Squad is a tangled web of deduction and disguise. In this party game, all players are secretly assigned a color squad, then answer a series of “yes or no” questions. Using each player’s clues, other players must try to figure out who’s on their squad. This game is available now.

In Super Mega Lucky, players reveal numbers one by one, and cross off the corresponding boxes on their cards. Players must try to get three boxes checked in a row to unlock bonuses, which help them cross off more boxes, trigger even bigger bonuses, and boost their scores. Everyone plays at once so there’s no turn-taking in this part-luck, part-strategy game, coming this summer.

WHAT DO YOU MEME? What Do You Meme? introduces Shotgun!, a family card game designed for road trips. Players ages 12 and up participate in challenges and prompts to play during a family drive. The travel-friendly game includes a drawstring pouch for easy storage.

Pop Under Pressure is a new game in which players ages 13 and up face off to answer the same 12 questions on duplicate lists as a balloon begins to inflate. The object of the game is to fill in the whole list before the balloon pops. The game will be available this fall.

Family trivia gets off-beat, funny, and gross in I Wish I Didn’t Know Family Edition. In this game, players ages 12 and up can test their knowledge on topics such as poop, farts, burps, germs, and world records.

What Do You Meme? The Office is a standalone game inspired by the success of The Office Expansion Pack for the flagship What Do You Meme? game. Players ages 16 and up will encounter familiar characters and meme-worthy scenarios from the iconic TV series.

Inspired by the viral Instagram sensation “Dude with Sign,” Dude With Sign Presents The Cardboard Game by What Do You Meme? calls upon players ages 17 and up to follow included prompts to make up embarrassing dares, which other players have to carry out.

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GAMES & PUZZLES ULTRAPRO ENTERTAINMENT To celebrate the video game’s 40th anniversary, UltraPro Entertainment introduces Frogger The Board Game. This family-friendly, tabletop reimagining of the classic video game is designed for 2-4 players ages 8 and up. Players must race their frog safely across the river to get to the tasty flies before their opponents, while avoiding the other hungry predators. The game includes the board, 44 tiles, 60 flies, four frogs, and four player boards. It takes about 30 minutes to play and will be available this fall.

FUNKO GAMES In Fast & Furious: Highway Heist from Funko Games, players ages 12 and up play as Dom, Brian, Letty, Roman, and the rest of Team Toretto as they complete a high-speed heist. Whether they are taking down a swerving Semi filled with valuable cargo, stopping a rampaging tank in its tracks, or bringing down a high-tech helicopter as it rains fire from the skies, players will have to work together to take advantage of every team member’s strengths. This game will be available in May. In ESPN Trivia Night, players ages 10 and up draft sports categories they know they will dominate or risk playing outside their comfort zone to score big.

If players answer incorrectly, they can recover points in an active Instant Replay challenge. This game is designed for 2-10 players and will be available in May. In Disney Princess See the Story, 2-4 players ages 4 and up look into the well to discover pictures of objects and characters from iconic Disney Princess stories. Then, players toss in their tokens and point out two pictures from the same story. If they are correct, they can collect one of the coins for their Disney Princess board. The first player to collect four coins in a row wins the game, which will be available in June.

MATTEL With Mattel’s UNO Remix, players can personalize an UNO deck that evolves with each game. At the start of each round, players will add special or write-on cards, which change the game going forward. They can personalize cards to specific players, such as “Skip to Jeff,” or “Draw 2 Maria.” Some cards add a mark to increase the amount the next player draws, others block penalty cards, and more. Any group can create a unique deck for themselves.

The UNO Iconic Series celebrates the 50th anniversary of UNO with five decks featuring nostalgic designs from each decade that UNO has been in existence, starting with the ‘70s. Players can purchase each deck separately or get all five as a set.

The UNO 50th Anniversary Premium Card Set is a high quality, collectible pack of black UNO cards, featuring an exclusive 50/50 card and a commemorative gold coin that are incorporated into the game with a special rule.

The latest edition of UNO Attack features a new card launcher that shoots cards higher, has improved sound effects, and has lights that flash faster each time players push the button.

These UNO games will launch in the spring and are suitable for kids ages 7 and up.

UNO Attack

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GAMES & PUZZLES MASTERPIECES This year, MasterPieces will launch 250 new puzzles and 35 new games to celebrates its 25th anniversary.

MasterPieces will expand on its existing jigsaw puzzle lines and introduce 10 completely new puzzle assortments. Available now, Good Eats is a collection of 550-piece puzzles that celebrate foodies and restaurants. TV Time features 1,000-piece puzzles that each highlight a different decade of TV shows from the ‘60s through the ‘90s. The MasterPieces Gallery series of premium big-box puzzles each have 1,000 pieces made from blue board linen with European-inspired designs.

MasterPieces’ new games lineup this year includes classics such as Checkers, -Opoly and -Opoly Junior games, playing cards, dominoes, and more. The new games will have new designs, styles, sports teams, licenses, and character variations. These products from MasterPieces will begin to roll out this spring.

SPIN MASTER The Rubik’s Perplexus Fusion 3x3 puzzle from Spin Master combines two puzzles into one. Puzzlers can roll the steel ball to the start space, twist the puzze to align the tracks, and maneuver the ball through the inner maze. This travel-size puzzle will be available this spring.

Spin Master is also partnering with the sleep and meditation app Calm for a line of Calm Mindful Nature Scene 300-piece Puzzles. There are six puzzles in the collection, each featuring a zen landscape. The puzzles also come with a 30-day subscription to Calm, so puzzlers can listen to meditation audio while they complete the puzzle.

Both products are designed for kids ages 8 and up.

YWOW BRANDS YWOW Brands introduces Go Master YouTubers Edition, a game in which players ages 8 and up earn subscribers while learning about internet safety. The game will be followed by Go Master Games Edition later this year.

Players ages 15 and up will take on the role of reporter in Mad News. The internet-inspired party game puts players in a race to find the most ridiculous headline.

YWOW will also release the Supersized Puzzles Pizza Assortment. Puzzlers ages 12 and up can collect six 300-piece round puzzles that come in classic pizza box-inspired packaging. Donuts and Pancakes assortments will debut later this year.

The Supersized Puzzles Mentos Assortment includes two 1,000-piece puzzles. Rainbow Mentos is a color-challenge puzzle while Mint features a vintage Mentos image.

YWOW also expands its collectible mini-puzzles range with three new varieties. Mini Puzzles Heinz Sauces, Mini Puzzles Kool-Aid, and Mini Puzzles Jell-O each feature an assortment of six 50-piece puzzles for kids ages 6 and up to collect.

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CRITICAL ROLE/DARRINGTON PRESS Uk’otoa is the first tabletop card game from Critical Role’s new tabletop game publishing company Darrington Press. This tactical game of semi-cooperative card play is designed for 3-5 players ages 12 and up.

Each player takes on the role of a sailor vying to be the last one claimed by the raging sea leviathan Uk’otoa.

As the ship slowly falls into the ocean, players must run, push, and sacrifice others to win the game.

THINKFUN ThinkFun recently launched Block Chain, a series of brainteaser cubes for kids ages 8 and up. These cubes helps kids learn problem solving, visual perception, and reasoning and come in pirate, robot, and unicorn themes.

Launching this spring, My First Math Dice helps kids ages 3 and up learn number recognition, basic addition, and more as they play.

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GAMES & PUZZLES JUST PLAY Just Play introduces the Blue’s Clues & You! Talking Build-a-Blue 3D Puzzle. Kids ages 3 and up can build the nine-piece plastic puzzle while enjoying button-activated sounds and phrases from the Nick Jr. series. It also features a kick-stand on the back for kids to prop it up for play or display.

FAR OUT TOYS Far Out Toys expanded its Ryan World collection with the Ryan’s World World Tour Board Game. In this game, kids can fly around the world as they learn about different cultures and countries. As they travel, they pick up power-ups and collect micro-figures and rarity stars to win the game, which is available now.

ASMODEE Asmodee’s Ticket to Ride Europe: 15th Anniversary is a strategic card game for players ages 8 and up. The 15th anniversary edition introduces tunnels, ferries, and train stations for more strategic gameplay. Players can brave a ride through the long Alpine tunnels, undertake an arctic ferry ride, construct extravagant train stations across the old empires, or attempt the fabled European Express to become Europe’s greatest train magnate.

The Initiative is a cooperative board game set in the mid-’90s that puts players in the roles of teenagers as they themselves play a mysterious board game. In the backstory, the players find a mysterious game at a yard sale. As they play it, they discover that it is strangely connected to their lives, unraveling various secrets during gameplay. The game features codes to crack, puzzles to solve, and a bit of strategy. Players can follow the twisting story in an illustrated comic book that they can read in between missions.

Unlock! Mythic Adventures features three escape-room-in-a-box experiences. Players can switch brains with their pets with Professor Noside’s Animal-o-Matic, escape ancient Greece at the urging of the gods in the Clutches of Hades, and get their globe-trotting trip back on track in Around the World in 80 Minutes. Each of these adventures is a self-contained story filled with puzzles to solve and secrets to uncover. Kids must use the Unlock! app to learn the rules and play the games.

Dream Catcher is a spatial recognition game designed for young kids and their parents to play together. Each round, players will draw a nightmare from the nightmare deck. Players must cover up the odd-but-cute monsters by selecting one of their cuddly toy tokens. If the toy token is big enough to cover the whole nightmare, the player will win a dream token. The first person to collect 12 dream tokens wins the game.

Players can test their eyes, memory, and fingers in Pakal, a real-time, sliding-puzzle game. Each player gets a 4x4 grid filled with 15 solid color and clear blocks. After a new objective card is revealed in each round, players must rush to move their puzzle pieces so that only the three icons on their puzzle matches the three icons on the objective card. The key to success is memorizing where the different icons are on the puzzle and being quick to move the colored blocks out of the way.

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UNIVERSITY GAMES New from University Games, Autocorrect is a game for players ages 12 and up that tests their abilities to decipher autocorrected text messages.

University Games will also extend its Bepuzzled brand to include The Impossibles Puzzles. These puzzles come with no borders, repeating patterns, and five extra pieces to increase difficulty.

RAVENSBURGER Ravensburger adds to its Disney Villainous line with Disney Villainous: Despicable Plots, available now. Kids ages 10 and up take on the role of Gaston, Lady Tremaine, or The Horned King to achieve their own devious plot and win the game.

Raya’s Journey: An Enchanted Forest Game is arriving this spring. Kids ages 4 and up will join Raya and her friends for a game of hide and seek in the enchanted world of Kumandra.

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GAMES & PUZZLES

MELISSA & DOUG Melissa & Doug will launch Magnetic Take-Along Jigsaw Puzzles in three new designs: Vehicles, Princesses, and On the Farm. Each set includes two themed magnetic jigsaw puzzles with 15 pieces each, as well as search-and-find activities. The puzzle pieces are coded by shape on the back for easy sorting. The kit features a built-in handle for portability.

LUKI LABS

PMI PMI introduces PikyKwiky’s UK game Matchify to families around the world. Matchify combines cognitive and educational play patterns as players work to identify links and associations between different objects and symbols. Matchify is available in five different themes: Original, Made-of, Travel, Professions, and Type-of.

Electronic Super Slam Basketball Tabletop Game

With Clawsome!, from Luki Labs, kids ages 6 and up can practice their STEM skills through play. Once its assembled, kids can squeeze the water chamber to direct the diver and open the powerful claws to retrieve six sunken treasures. With this game, family game night doubles as an interesting science experiment.

ALEX GLOBAL PRODUCTS

Alex Global Products adds the Hot Potato Electronic Musical Passing Game to its Ideal brand. Two to six players ages 4 and up can pass the soft musical potato back and forth in hopes that they won’t be caught holding the spud when the music stops.

Tripoley Deluxe Mat Edition Card Game fuses Michigan Rummy, Hearts, and Poker for 2-9 players ages 8 and up. Players compete to collect chips while they play. The Deluxe edition includes a 24-by-24-inch felt playing surface that players can flip over to play Texas Hold ‘em.

This spring, kids ages 5 and up can bring home a classic arcade game with the Electronic Super Slam Basketball Tabletop Game. This tabletop game features timed side-by-side, high-speed play from the free-throw line, just like the full-size game. The game includes a court with an electronic scoreboard, four balls, and more.

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GUTTER GAMES Gutter Games’ Beat That! game gets the whole family up and moving with 160 minute-to-win-it-style challenges, including solo challenges, battle royales, buddy-ups, and duels. Players will place bets on their skills and then try to complete the challenges, such as throwing a paper ball in a bin from across the room. The game encourages self-confidence, motor skill development, coordination, teamwork, dexterity, and more. Beat That! is made for 2-8 players ages 9 and up.

AMIGO GAMES Coming this March from Amigo Games, Alexander Pfister’s Monster Expedition is set in the world of the game Carnival of Monsters, which was invented by Richard Garfield. In Monster Expedition, players ages 12 and up embark on an adventure to exotic locales teeming with legendary monsters. Once captured, these monsters’ powers can help their captors ensnare additional beasts, unless players decide to hold them in cages that keep their identities secret from the other players. In addition to the base game, Monster Expedition features 10 solitaire challenges, which are ideal for sharpening players’ monster-hunting skills when they can’t play in groups.

ADVENTERRA GAMES Adventerra Games’ Polar Adventure: Disappearing Ice is an illustrated game that introduces kids ages 4 and up to climate change and how it endangers the lives of polar animals. After building the polar environment, each player takes turns rolling the die and moving their animal forward, aiming to be the first player to lead it to the safety of the big iceberg. The game includes a two-piece gameboard, a big iceberg, four mini-icebergs, four ships, four wooden animals, and a wooden die.

Hungry Bins: Learn To Recycle is a classification game that introduces kids ages 3 and up to recycling and composting.

Players will discover different types of materials and learn to recognize their respective collection bins. Each token features the color of the corresponding bin.

Animals at Risk! is a memory game in which toddlers ages 2 and up can match animal parents with their babies while learning about endangered species and animal habitats. The background colors and the illustrations on the large pieces help players to match the cards.

Saving Water features mini-puzzles that teach toddlers ages 2 and up about water conservation. There are 24 pieces featuring colored edges and self-correcting joints that help players to match them. The red-edged pieces feature sea creatures that show how people waste water in everyday life, while the green-edged pieces show different ways that players can save water.

Eating in Season is a concentration game that helps teach toddlers ages 2 and up how to eat healthy and help the environment. The pieces feature illustrated backgrounds with seasonal fruits and vegetables.

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2021 TOY LAUNCHES

JAZWARES

DOLLS & PLUSH CEPIA

This spring, Cepia expands the Cats vs Pickles line with two new sizes of the plush toys. The 20inch Cats vs Pickles Huggers feature five cat designs and a pickle character: Water-meow-lon, Kitty Dog, Starla, Pepper, Candi Nana, and Big Dill.

Cats vs Pickles Jumbos are 10-inch, beanfilled characters. There are six styles in this assortment: Galacticat, Pinata Pop, Mint Chippie, Sprinkles, Water-meow-lon, and Hank the Pickle.

Kids can build customizable habitats for the original Cats vs Pickles plush collectibles with a new line of Cats vs Pickles Kitty Condo building sets.

The three different styles include a Kitty Condo, Catville Shops, and a Deluxe Starter Set. Each set includes pieces that kids can snap together to create custom structures for the plush characters, as well as an exclusive plush cat or pickle.

All of the Cats vs Pickles products are designed for kids ages 4 and up.

Jazwares will introduce the GlamCrush — Crush It Girls Assortment this spring. Kids ages 6 and up can unbox the 3-inch dolls from makeup brush-shaped cases, then twist the case and peel off a layer of slime to reveal a doll. Each of the 12 different styles features a “glamcesSquishmallows Squishville Mystery sory” and a bare face that kids can Mini Plush — Dawn the Deer glam up with a swipe of the brush.

Squishmallows Squishville Mystery Mini Plush Assortment will feature 24 2-inch characters. Each comes with a fashion accessory that the character can squeeze into.

AURORA WORLD The Eco Nation collection from Aurora World is a line of plush animals made entirely from recycled materials, including the fills, labels, hang tags, and packaging. The line first launched with 24 styles — including a penguin, a sloth, a turtle, a panda, and an elephant — and 18 styles additional styles will launch later this year. The hang tag for each plush animal highlights its eco-credentials and includes animal facts.

Each Eco Nation plush is made from about eight PET plastic bottles while remaining soft to the touch.

Cats vs Pickles Huggers and Jumbo

JUST PLAY Each Winner’s Stable Doll and Horse Set from Just Play includes a 5-inch articulated doll, a horse, and accessories. Kids ages 3 and up can collect three different sets: Oakley and Rose Gold, Kimi and Kola, and Madison and Huntley.

The Winner’s Stable Deluxe Vet Trailer Playset comes with a 5-inch Scarlett doll and a 7-inch horse named Stardust. Winner’s Stable dolls fit in the seat of the included vehicle that kids can use to pull the trailer.

The two-in-one deluxe vet trailer transforms into an exam center that includes 22-pieces, such as a pop-up x-ray machine.

Winner’s Stable Doll and Horse Set

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2021 TOY LAUNCHES

DOLLS & PLUSH

KELLYTOY Kellytoy, a subsidiary of Jazwares, will add more than 60 new styles to its Squishmallows line of plush toys this year. The new designs include Easter-themed characters; a green, tie-dye triceratops; a burrito; and a tulip. Each plush toy is available in 5-, 8-, 12-, and 16-inch sizes.

BASIC FUN! Basic Fun! expands its Cutetitos line with Cutetitos Unicornitos, plush unicorns each wrapped inside a rainbow burrito blanket.

Kids ages 3 and up can unwrap the blanket to discover one of eight Unicornitos, including super-rare styles. Each Unicornito features a chili-pepper-shaped embroidery on its hip that determines if its personality is mild, medium, hot, or super spicy.

The Care Bears: Love-A-Lot Bear and the Care Bears: Wish Bear join the 14-inch Care Bears plush line. There are now eight total plush Care Bears available in the collection, each with its own collectible Care Coin.

TOMY TOMY will launch the Club Mocchi- MocchiKirby and Friend Heart Mega 15-Inch Plush and the Club Mocchi- MocchiSuper Mario Yoshi Mega 15-Inch Plush this spring. Designed in Japan, the Club Mocchi- Mochi- plush characters feature a soft and squishy texture and are available in a variety of licensed designs. The plush are suitable for kids ages 3 and up.

KIDKRAFT KidKraft’s Ferris Wheel Fun Beach House features a 360-degree play experience. Kids can use their dolls to play with a working Ferris wheel, a portable fabric hammock, a reversible play mat, and 15 beach-themed accessories.

Kids can use their favorite dolls across eight play areas with the Backyard Cookout Dollhouse. The set includes a tire swing and a couch that features a storage compartment for doll accessories.

The princess-themed Love, Diana Dollhouse includes a magical hairbrush that kids can use to project images from the Love, Diana YouTube series onto its surfaces. Kids can also use the included easel with a Post-It pad to create and display their own artwork.

The R.U.M. Dollhouse features unicorns, rainbows, and clouds in its design. The 4-foot tall set includes a cloud swing, a slide, and accessories. It will launch this fall.

Club Mocchi- MocchiSuper Mario Yoshi Mega 15-Inch Plush

Ferris Wheel Fun Beach House

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2021 TOY LAUNCHES

DOLLS & PLUSH

JAY@PLAY ZURU ZURU will expand its Rainbocorns line with the Rainbocorns Puppycorn Surprise collection, which features plush puppies. Kids ages 3 and up can open the puppy-earred egg to reveal seven surprises, such as Boo-Boocorn puppies, scratch-and-sniff stickers, Puppycorn color-changing poop, and a scratch-andreveal heart. There are seven plush puppy breeds to collect, including a dachshund, a pug, a dalmatian, a poodle, a labrador, a husky, and a rare bulldog.

The Sparkle Girlz line features whimsical-themed dolls, such as fairies and princesses; hair styling unicorns; interactive play sets; castles; surprise collectibles; and more. The doll range recently received a refresh that includes new facial expressions with more expressive emotions and intricate new outfit designs.

Kids can mush the bellies of Jay@Play’s MushaBelly Grumble to hear them make noises. These plush toys are available in several different sizes and characters, including dogs, ducks, raccoons, unicorns, and more. The new MushaBelly Chatter characters feature funny face designs.

They are suitable for kids of all ages.

The first series of Little Bow Pets features four plush dogs and four plush cats, each with a bow in their hair. Kids ages 3 and up can braid their hair and play with the bows.

With Stuffaloons, kids ages 6 and up can inflate and fill translucent balloons with sparkles, confetti, or glitter to customize any celebration. The kit also includes a plush animal that kids can stuff inside.

Lullabrites are plush toys that play lullaby music. They feature color-changing lights that twinkle and are suitable for kids of all ages.

Kids ages 3 and up can feed the Super Cute Little Babies their “super drink” to transform them into superheroes.

They include superhero costumes and a bottle.

Little Bow Pets

ISCREAM IScream is launching Berry Blueberries, Gary Grapes, and Pink Lemonade plush this spring. These plush fruits feature soft fur, fleece accents, and a microfiber fill. Kids can snap the grapes apart and remove the five blueberries from their container.

Trevor Toaster includes double-sided, plush toast with grape jelly, cinnamon swirls, butter, and strawberry jam designs. When kids place the toast in the plush toaster, it will pop out of the metallic slots. The set features fur, fleece, and glitter details and is filled with polyfiber.

Earl Eggplant, Broccoli Bob, Carla Carrot, and Poppin Corn are polyfiber-filled, plush veggies with sherpa, fleece, glitter, and fur accents.

Robbie and Rosie Robots are polyfiber-filled, plush robots with metallic silver bodies; moveable, fleece arms and legs; glitter details; and colorful antennas.

The Furry Plush Lunch Box includes plush versions of strawberry milk, string cheese, and peanut butter and jelly bread slices that fit inside a furry lunch box. All of the pieces feature fleece, glitter, and fur details, and are filled with polyfiber.

These plush toys are suitable for kids ages 5 and up.

Trevor Toaster

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MINILAND USA Miniland USA seeks to support representation, diversity, and acceptance with the launch of 15-inch Baby Dolls with Down Syndrome.

Boy and girl dolls in a variety of ethnicities are desgined to showcase the facial characteristics of babies with Down Syndrome in a realistic and respectful way.

Each doll features a soft, vinyl bodyl; movable limbs; and undergarments. Additional 15-inch doll fashions from the Miniland Collection are sold separately.

PLAYTIME FUN Playtime Fun introduces new plush dolls for kids ages 2 and up this spring. The 20-inch Love & Learn Doll features a colorful outfit and five dressing activities that encourage learning through cognitive play.

The 22-inch Love & Hug Trendy Rag Dolls come dressed in three styles: a blue-and-yellow dress, a pink-and-purple dress, and a blue dress. Each doll features bright clothing, soft yarn hair, and an embroidered face.

The 20-inch Love & Hug Sequin 24-inch Love & Hug Rag Doll Mermaid Rag Doll is a soft doll, featuring a with 12-inch Sister Doll reversible sequin tail and long yarn hair.

The 20-inch Love & Hug Ballerina Rag Doll features a pink tulle skirt, matching satin wrap ballet slippers, and yarn ponytails.

The 24-inch Love & Hug Rag Doll with 12-inch Sister Doll comes as a set of two sister dolls available in either yellow dresses or pink-and-purple dresses.

THE LOYAL SUBJECTS The Loyal Subjects’ For Keeps line features 6-inch dolls that encourage positivity. Each of the six characters represents a “decision-maker” in their field. The articulated dolls come with positive affirmation stickers, a cupcake stash box for notes, and career-specific accessories.

HASBRO Hasbro’s Baby Alive Dino Cuties Assortment are dolls that feature reptile-inspired facial decorations and come dressed in dinosaur-style, removable onesies with matching hoods. When kids make the dolls drink from the dinosaur egg-shaped bottles, the baby dolls will wet their diapers and kids can change them.

Sunshine Snacks Baby is the first Baby Alive doll to feature both feeding and water play. Kids ages 3 and up can use the included reusable doll food, ice pop mold, and stick to make ice pop shapes to feed the doll. After the doll eats, it will poop its meal, so kids can later open the plastic-molded diaper flap to empty it.

The doll features a removable swimsuit top, a sarong, sunglasses, and gladiator sandals.

FurReal Airina the Unicorn and Flitter the Kitten are toy pets with color-changing eyes that reveal different moods to indicate when they’re tired, cranky, hungry, happy, and more. Kids can feed the pets with the included treats to active lights and sounds, and press a button on their backs to make the fabric wings flap.

The furReal Glamalots Interactive Pet Toy is a plush dog that kids ages 4 and up can groom, style, and walk. It includes styling accessories and a leash. Glamalots pets will make sounds as kids walk them.

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2021 TOY LAUNCHES

DOLLS & PLUSH MOOSE TOYS

Moose Toys’ Dream Seekers are soft, 14-inch dolls that are designed to inspire kids to believe in themselves and follow their dreams. Each doll features a dream mark on its wrist and wings that spread open to reveal their personalities. Animal-lover Bella believes in love and kindness, dancer Luna believes confidence is key, and Hope is full of positivity and happiness. Kids ages 5 and up can write their wishes inside the doll’s secret wish pocket and the doll will guard it. Each doll includes “wish-upon-a-star”-themed packaging, a seat for the doll, a hair comb, three hair clips, a removable hair ribbon, and removable skirts that kids can mix and match.

The Dream Seekers Deluxe Light Up Doll features giant wings with twinkling lights.

When kids ages 5 and up press Stella’s heart, she lights up in one of four inspirational colors: yellow Dream Seekers for joy, blue for wisdom, pink for love, or purple for creativity. The doll includes a printed bracelet; a removable, foil-embossed rainbow gown; shoes; a removable ribbon hair piece; and six hair twist accessories that kids can use to style the doll’s long, multicolored hair.

The Scruff-a-Luvs line expands with the Scruff-a-Luvs Mom and Baby, featuring two surprise animals that come as matted balls of fur. Kids ages 4 and up can open the package to reveal a mystery puppy, kitty, or bunny.

One in four sets will reveal an even bigger surprise: a set of twins. When kids wash the mother and baby pets in water, the top color will rinse off to reveal their real fur color underneath.

Scruff-A-Luvs Mermaids emerge from their shells as a matted ball of fur. Toddlers ages 2 and up can add water and groom the plush toy with the included shell brush to unfurl its poseable mermaid tail. The water changes the fur color to reveal a blue bunny, a pink kitty, or a purple puppy.

Toddlers ages 2 and up can learn about nurturing play and establish a bedtime routine with Charlie the Cozy Dozy Puppy. When kids tickle the puppy’s tummy, it will giggle and make more than 25 sounds and reactions. When it’s time for bed, Charlie becomes sleepy, and kids can cuddle her in the included blanket and scratch her head to hear puppy sounds. Kids can also give Charlie a pacifier to make her eyes close and hear her snore.

The Tom & Jerry line will feature plush characters based on the catand-mouse duo from the upcoming feature film of the same name. They will be available in single and two-pack bundles, along with a huggable Jumbo Jerry.

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DIY Tie Dye

BEVERLY HILLS TEDDY BEAR CO. Kids can tie-dye a plush animal with Beverly Hills Teddy Bear Co.’s DIY Tie Dye. The set includes a 12-inch plush character with removable white skin; eight pre-filled, dye-mixing bottles; 16 rubber bands; and two pairs of disposable gloves. Kids can mix and match any colors they want to achieve their desired look.

Each Color Genie Pets set includes a white plush animal, an air brush pen, 12 watercolor markers, two stencils, and a createyour-own stencil book. Kids can use the air brush pen to decorate the machine-washable, plush character.

These items are suitable for kids ages 3 and up and will be available this spring.

STEIFF Steiff adds to its Soft Cuddly Friends line with the 11-inch Disney Winnie the Pooh plush bear, as well as other new Disney characters, including Tigger, Dumbo, and Balu.

The My First Steiff Hoppie Rabbit also joins the Soft Cuddly Friends collection.

Hoppie is 10 inches tall and is available in light blue, pink, or cream. “My First Steiff” is sewn on its right paw.

These plush animals are recommended for kids of all ages.

Disney Winnie the Pooh

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2021 TOY LAUNCHES

DOLLS & PLUSH JAKKS PACIFIC

Jakks Pacific is launching a collection of dolls based on Disney’s Petite Raya Raya and the Last & Sisu Gift Set Dragon this spring, recommended for kids ages 3 and up.

The Petite Raya doll is dressed in the character’s iconic outfit from the movie and features five points of articulation.

The Petite Human Sisu doll wears custom fabrics, features five points of articulation, and includes a dragon gem.

The Petite Raya & Sisu Gift Set includes a Raya doll and a Sisu figure. Sisu features color-changing lights and both figures are fully poseable.

The 15-inch, poseable Raya Warrior Doll features 11 points of articulation.

It includes a removable cape, a hat, and a sword.

Kids can pair the Raya Warrior Doll with the Ready to Roll Tuk Tuk. Raya’s faithful steed is part pug, part bug, and part off-road vehicle. It features wheels that kids can use to push it, as well as a saddle for Raya.

FUNRISE Funrise will introduce the BFF Bright Fairy Friends Mermaid Dolls this fall. Kids ages 5 and up can unbox one of 12 dolls in series one. Each doll comes housed in a mermaid home, featuring motion-activated twinkle lights that can double as a night light. After unboxing the accessories, kids can gently touch the mermaid’s wings with the seahorse sponge for a color reveal.

MGA ENTERTAINMENT MGA Entertainment expands its Rainbow High collection with Rainbow High Series 2 and Rainbow High Cheer dolls. The colorful fashion dolls include clothing and accessories and are backed by a new animated series on YouTube.

The L.O.L. Surprise! Big BB Doll assortment includes 11-inch Big Baby versions of popular characters, including Bon Bon, D.J., and Kitty Queen. Kids ages 6 and up can use the packaging as an unboxing station to discover the included surprise accessories and fashions.

The L.O.L. Surprise! Dance Dance Dance OMG dolls each come in a TV-inspired package that features the illusion of movement on the screen. The dolls include a black light that reveals surprises.

The Na! Na! Na! Surprise Sparkle Series includes a paper straw that kids can use to inflate the balloon and then pop it to discover a confetti surprise.

Rescue Tales Babies are cuddly plush friends available in eight breeds. Each plush animal includes a customizable name Rainbow High Cheer Dolls tag and an adoption certificate.

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MATTEL Mattel’s Barbie & Ken Fashionista Doll Assortment features more than 170 diverse dolls with a variety of skin tones, eye colors, hair colors and textures, body types, and fashions. The selection is designed to reflect the real world and inspire storytelling. Some new additions to the line include a doll with vitiligo, a Ken doll in a wheelchair, and a Ken doll with a rooted afro.

The Barbie Color Reveal Shimmer Series features seven surprises for kids to unbox, including a Barbie Color Reveal doll. Each doll features metallic, sculpted hair and shimmery legs with a metallic finish, as well as four blind bags that contain a long-haired wig, a skirt, a pair of shoes, and a small sponge. Kids can dip the sponge in cold water and use it to change the color of the doll’s face and hair for surprise transformations.

These dolls are recommended for kids ages 3 and up.

Enchanted Fanny Packs

CUDDLE BARN

Ken Fashionista Doll Assortment

PLAYMATES TOYS Playmates Toys introduces the Billie Eilish L.A. Live Fashion Doll. The second fashion doll inspired by the singer/songwriter is based on her 2019 concert performance at the Shrine Auditorium in Los Angeles. The doll includes her signature fashion and accessories and comes in an eco-friendly box that transforms into a stage-inspired backdrop.

The “When the Party’s Over” Billie Eilish Collectible Figure is an articulated, 6-inch figure that comes in an eco-friendly, transformable display package with music video-inspired accessories.

The Miraculous Basic Action Dolls are based on characters from ZAG’s Miraculous: Tales of Ladybug & Cat Noir, including Ladybug, Cat Noir, Queen Bee, and Rena Rouge. Each doll features 15 points of articulation and includes series-accurate costumes and accessories.

Billie Eilish L.A. Live Fashion Doll

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Cuddle Barn’s My Bear Coby is a plush bear cub wearing a blue bandana with bees on it. Kids can press the bee on the bear’s paw to activate the imitation game or press the music note to hear two songs: “Baby Bumble Bee” and “If You’re Happy and You Know It.” The bear sways and wiggles its ears as it sings.

Tickles & Giggles Milo and Roscoe are a monkey and a puppy that sing and giggle when kids tickle their tummies.

Milo sings “Five Little Monkeys” and Roscoe sings “B.I.N.G.O.” The Floofy Friends collection includes an 18-inch plush bunny, giraffe, and dinosaur, each with a derpy face.

Smuzzies are smiling, squishy plush animals with chubby muzzles. The collection includes farm animals, magical characters, holiday-themed creatures, and more.

The Enchanted Fanny Packs each feature a plush animal head attached to an adjustable rainbow strap that kids can wear across their waist or as a crossbody bag. When kids boop the animal’s nose, it plays humming and giggling sounds. The characters include Trix Panda, Dazzle Llamacorn, and Glitz Unicorn.

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2021 TOY LAUNCHES

DOLLS & PLUSH

DR. SEUSS ENTERPRISES

SPIN MASTER

Iconic characters from Dr. Seuss Enterprises are getting the plush treatment from Aurora World this year.

The Grinch Squishy is a 9.5-inch plush that is soft and squishy to touch, and features multiple textures and embroidered eye detailing for kids of all ages to play.

The Cat in the Hat joins the Shoulderkins line, designed for kids ages 3 and up. The plush Shoulderkins toys feature a magnet at the bottom that attaches to the fabric-covered metal base so kids can rest the plush character securely on their shoulders.

The 10-inch Lorax Hand Puppet features holes to control its arms and head to assist in storytelling. The hand-constructed puppet is soft to the touch.

The Dr. Seuss Finger Puppet Set comes with three 3-inch finger puppets: The Cat in the Hat, Thing 1, and Thing 2. Kids ages 3 and up can tell their favorite stories with this trio.

Grinch Squishy

This fall, Spin Master will release Harry, Hermione, Luna, and Cho 8-inch Dolls.

Each doll features five points of articulation, rooted hair, a Hogwarts school uniform, and includes a wand accessory.

There are two new additions Kissy the Penguin to the Hatchimals Pixies line this spring, both designed for kids ages 5 and up. The Hatchimals Pixies Wilder Wings dolls feature a new egg style with a clear lid that hints at which doll is inside. The Pixie comes wrapped inside large, fabric wings and includes two accessories.

The Wilder Wings Pixies Riders include two sets of glittery wings, 16 wing accessories, a Hatchimals Glider, and a display stand. Kids can customize each Pixie’s look.

GUND’s Kissy the Penguin is a plush toy launching this spring. Babies of all ages can press Kissy’s feet to make the toy sing and move its wings along to the song “Frere Jacques.” The penguin also features an interactive kissing game that teaches babies how to blow kisses.

MADAME ALEXANDER DOLL CO. Peekaboos from Madame Alexander Doll Co. are 12-inch baby dolls dressed in plush animal hoodies that babies can pull up or down to play peek-a-boo. The dolls are soft, squeezable, and have painted facial features. They are available in light, medium, and dark skin tones and are dressed in the following styles: a unicat, a llama, or a sloth.

My First Baby is a 12-inch newborn doll with a soft fabric body, wearing either a pink, mint, or lavender outfit. The doll is available in light, medium, and dark skin tones.

The Sweet Baby Nursery — Little Love Princess is a 12-inch baby doll wearing a pink tutu, a T-shirt, and a headband. It includes a blanket and a bottle.

The Sweet Baby Nursery — Little Love Essentials is a 12inch baby doll wearing a pink-and-lavender jumper outfit with a headband. It includes a plush llama, a bib, a blanket, and a bottle.

The Baby Cuddles — Unicorn Jumper features a soft, fabric body and a pink-and-lavender jumper outfit with a unicorn and a striped headband. It includes a bottle.

My First Baby

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2021 TOY LAUNCHES

DOLLS & PLUSH IMC TOYS

IMC Toys’ Cry Babies Tutti Frutti dolls come dressed in fruit-themed pajamas and are sweetly scented to match. Ella is dressed in a strawberry outfit, Mel is dressed like a watermelon, and Pia is dressed like a pineapple. The dolls make realistic baby sounds and cry real tears. Kids ages 18 months and up can take the doll’s pacifier away to hear it cry, then give it back to make the tears stop.

The Cry Babies Magic Tears Tutti Frutti collectibles are fruit-scented characters that cry colorful, jelly tears. Kids ages 3 and up can feed the collectible doll with the water-filled smoothie bottle, wait two minutes, then squeeze its belly to watch it cry in one of six different color tears. Each collectible comes packaged in a smoothie-shaped house and includes a mini-smoothie bottle, a pacifier, a sticker sheet, and four additional accessories that match the smoothie’s fruit: a spoon, a bowl, sunglasses, and a dress. There are 13 characters to collect in total, including a rare figure.

DOUGLAS CO.

Cry Babies Magic Tears Tutti Frutti

HUNTER PRODUCTS

Babies ages 12 months and up can collect a barnyard of plush animals with Douglas Co.’s Floppy Farm Friends. The newest farm friend is Betsy the Floppy Black and White Cow, an 11-inch cow featuring a pink snout and a tuft of long hair on her head.

The Cupcake Bunny Macaroon is a 7-inch, plush cupcake-rabbit combination that has jellybean and sprinkle embellishments and bendable ears.

The Mini Easter Egg Bunny Macaroon assortment includes three easter egg bunnies. The 6.5-inch, plush bunnies feature egg-shaped bodies that are decorated like Easter eggs, along with four rounded feet and a bunny head.

The DLux Bunny collection expands with two under-stuffed plush bunnies. Co Co the Floppy Tipped DLux Bunny is 17.5 inches long and is positioned on its stomach.

Truffle the Sitting DLux Bunny is 13 inches tall and is styled in a seated position. Both DLux bunnies are light brown with white undertones and are recommended for kids ages 3 and up.

Mini Easter Egg Bunny Macaroon

Hunter Products will launch Call Me Chloe in the U.S., an 18-inch doll invented and named after a 7-year-old girl named Chloe from Australia. The doll includes a doll-size toy phone for Chloe and a kid-size toy phone that features nine conversation topics.

When kids call Chloe, she raises her hand to answer her phone and her lips move when she talks.

UNCANNY BRANDS Uncanny Brands expands its Bleacher Creatures Kuricha plush line with new licensed characters, including WWE wrestlers Bray Wyatt, Rey Mysterio, Roman Reigns, Becky Lynch, Randy Savage, and Stone Cold Steve Austin; and Marvel characters from The Falcon and the Winter Soldier, Loki, Black Widow, Shang-Chi and the Legend of the Ten Rings, The Eternals, Venom, and Spider-Man. These sitting, Chibi-inspired plush toys are made with velboa fabric.

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TEETURTLE TeeTurtle will launch three new Reversible Plush characters this spring. Kids ages 6 and up can flip each of the plush toys inside out to reveal a second design. The styles include a smiling-to-winking octopus, a happy-to-grumpy bunny, and a cat-to-kittencorn.

BLANKEY PLUSH TOYS Blankey Plush Toys will introduce a plush toy based on the character Blankey from a book about a kid’s security blanket. The 12-inch plush character will be available on its own or in a set that includes the book and an interactive DVD.

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JC TOYS JC Toys will introduce Lil’ Cutesies Nursery Accessory Sets for kids ages 2 and up. Lil’ Cutesies are expressive, 9.5-inch vinyl baby dolls. Each set includes a doll, clothes, and accessories such as bottles, rattles, and pretend food.

Lil’ Cutesies High Chair The sets are available in three Nursery Accessory Set styles: High Chair, Rocking Cradle, and Bathtub.

The La Newborn Deluxe 25-piece Gift Set features a sculpted, 12-inch baby doll with a soft, huggable body; and includes accessories such as a feeding tray and utensils, pretend food, a pacifier, a rubber duck, and more.

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2021 TOY LAUNCHES

OUTDOOR & ACTIVE NKOK Aero-storm Aerobatic Stunt Plane

HYPER TOY CO. Hyper Toy Co. recently launched the Hyper Electric Drift Kart 24V for kids ages 8-14 and up to 154 pounds. The kart features a high top speed, a rear drift function, a seat belt, and a racing steering wheel.

Last year, Hyper Toy expanded into the “drift” R/C toy category.

The company will add to that range this year with the High Speed Drift and Yamaha Drift.

Hyper Toy will also expand its Jet Fuel bike line, named after the paint technology used on the bikes.

Hyper Electric Drift Kart 24V

TOP SECRET TOYS The Aero-storm Aerobatic Stunt Plane from Top Secret Toys is an upgraded version of the air-powered airplane from the ‘90s. Kids can pump it up using the provided pump, flick the propeller, and toss the lightweight plane into the wind to make it fly more than 50 feet in the air and perform stunts.

HoverTech Drone Battle is a target game that uses self-flying, auto-hovering targets designed for kids to use with foam blasters. An up-facing IR emitter/sensor triggers the electronic flight control system and keeps the Battle Drone approximately 12 inches below the ceiling until it receives an impact from a foam dart.

These toys are suitable for kids ages 8 and up.

NKOK introduces the Realtree Easy Pop-up Playtent, 6-foot Pop-up Tunnel, and Popup Blind. These kid-size tents feature premium Oxford fabric and the official Realtree Edge pattern that never fades — just like the versions for adults. The Playtent and Tunnel feature breathable fabric on top, and both the Playtent and Blind can connect to Tunnels for additional play possibilities.

Realtree Easy Pop-up Playtent

KESS Kess reinvents classic toys with a number of items available this year for kids ages 6 and up. Light Up Drop Dots are a twist on Kess’ bestselling play balls. Made with light-up technology, each features a spiky texture that makes it easy to grip.

Ultra Grip Light Up Drop Dots feature a patented gripping material that also gives them a unique texture. Light-up technology makes play colorful with enhanced visual effects.

Kids can spin the Ultra Light Up Ice Hopper to see the colorful shine effect created by the glitter filling and lights inside. It will be available in four colors.

The Light Up Designer Hoop is made with a fashionable mesh to create a cool look and functional grip. Available exclusively at Target, the hoop features light-up technology for colorful play.

Kids can get active with the Ice Jump Rope. It features two sparkling handles and is designed for long-lasting play. The jump rope will be available in Light Up Drop Dots three colors.

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SPIN MASTER This spring, Spin Master expands its Swimways brand with the Spring Float Inflatable Pool Lounger with Hyper-Flate Valve. The inner spring along the outer edge of this float provides stability on the water, while the pump-free Hyper-Flate Valve makes inflation and deflation easy. The hammock-style pool float is designed for kids ages 5 and up and folds flat for storage.

BESTWAY Kids can speed through different obstacles with Bestway’s H2OGO! Splash Course Inflatable Mega Water Park. The park comes with six flags for team relay races, a tower with a sprayer to keep the double-lane slide slick, a water wall, a sprinkler ball, mesh walls for added safety, and more. Using the included blower, parents can inflate the H2OGO! Splash Course Mega Water Park in less than two minutes. This park is designed for kids ages 5 and up.

With the H2OGO! Cascade Cove Kids Inflatable Water Park, kids can slide down the giant, curved slide, which has a secret water sprinkler hidden in the tunnel. It also features an extra-large play pool and a point-and-spray water blaster. The park inflates in less than two minutes using the included blower, making set up quick and easy. Designed for kids ages 5 and up, the Cascade Cove has safety features built in, including mesh safety walls at the top of the tower and footholds and sturdy handles on the climbing wall.

Multiple kids ages 2 and up can run, jump, and play at the same time under the cooling mist with the H2OGO! Jumbo Giraffe Sprinkler. This 6-foot sprinkler set includes ground stakes that will keep it upright and spraying, even on windy days.

Kids ages 2 and up can swim along with the pretend dolphin and the clown fish, and play ring toss with the octopus in the H2OGO! Fantastic Aquarium Play Center.

When attached to a garden hose, the palm tree will spray water and kids can glide down the detachable slide into the play pool. The play center also has a drain valve to quickly release the pool water.

Designed for kids ages 3 and up, the H2OGO! Sea Captain Family Pool features a removable sunshade and a built-in steering wheel with a horn for kids to pretend they’re the captain of the ship as they navigate the sea.

The H2OGO! Iridescent Shell Lounge and H2OGO! Iridescent Swim Tube both feature shiny, luminous material that won’t fade. They are easy to inflate, deflate, and store. The Swim Tube is 42 inches, while the shell-shaped Pool Lounge measures 73 inches.

H2OGO! Cascade Cove Kids Inflatable All of the above toys from Bestway will be Water Park available in the summer and fall.

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2021 TOY LAUNCHES

OUTDOOR & ACTIVE RAZOR HOG WILD Wingball from Hog Wild is a new take on the football. Made for kids ages 6 and up, this soft, foam tubular throwing toy can reach speeds of up to 88 mph. The Wingball’s construction lets air pass through its tube-shaped body, helping lift it upwards to spiral and achieve top speeds and distances.

Razor introduces the Dirt Quad SX McGrath, a 24-volt ride-on inspired by seven-time supercross champion Jeremy McGrath.

The off-road quad, designed for kids ages 8 and up, rides on dirt with 12-inch Dirt Squad SX McGrath knobby pneumatic tires and a rear droop travel suspension for a smooth ride on uneven terrain. The quad has a maximum speed of 8 mph and can run for up to 40 minutes on a single charge.

The rider-powered, free-wheeling A5 Lux Light-up Scooter features smooth-riding, 8-inch, urethane wheels that activate an LED light show when they start spinning.

Both the Electric Tekno Scooter and Electric Party Pop Scooter have a top speed of 7.5 mph and include LED lighting on and below the deck. Each scooter features an 80-watt, push-to-start motor powered by an included 10.8-volt, lithium-ion, quick-charge battery pack.

The Hovertrax X-ray and Hovertrax Prizma have maximum speeds of 9 mph and feature EverBalance technology and two modes — training and normal — to empower riders to “hover” on two wheels. Each features LED lighting.

JAKKS PACIFIC Jakks Pacific expands its ReDo Skateboard brand with several new boards for riders ages 8 and up. The San Diego Longboard offers maximum stability, but is easily maneuverable. With high-definition graphics on the bottom, it’s perfect for cruising down the boardwalk.

The Zodiac Premium Cruiser features smooth wheels and bushings that make it easy to steer. This board features a “skate anything” board shape and size that is full concave for maximum comfort and control. It also has high-definition, on-trend graphics.

Tricks become easier to do with the Eye Candy Pop Complete.

The skateboard features a classic popsicle-shaped deck with wide kick tails. The ABEC 5 Redo ball bearings ensure smooth acceleration, while the overall full concave profile maintains riders’ flip tricks.

The Gallery Pop Complete board features 5-inch Geo Lite trucks for maximum stability. The board has a wider shape for increased edge control.

Riders can move around with maximum maneuverability with the Shorty Cruiser Complete. The deck is built with an extra-wide shape, fine broadcast grip, and an eye-opening finish for added stability. It features high-definition graphics on the bottom of the deck, and a 13-inch wheelbase.

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OUTDOOR & ACTIVE

U.S. TOY CO. Whacky Racket from U.S. Toy Co. is a set that includes two 21-inch tennis rackets and two 4.5-inch lightup Boingy Balls. The set is suitable for kids ages 5 and up.

The 19-inch Bazooka Water Blaster includes a water bottle adapter that kids ages 6 and up can attach to any standard-sized water bottle to blast water up to 30 feet away.

The Sidewalk Chalk Bucket includes 36 4-inch chalk pieces in assorted colors and a plastic bucket with an easy-carry handle. It is designed for kids ages 3 and up.

BLUE ORANGE GAMES The Clydo Football from Blue Orange Games features a hole in the center in which kids can insert a light stick to make the ball visible from up to 100 yards away. Additional holes in the side of this foam ball not only let the light shine through, but also make it easier to catch.

MIGHTY MOJO Mighty Mojo’s Etch A Sketch Pool Float has a retro throwback design and can fit two adults. It is made of heavy-duty PVC, supports up to 500 pounds, and has two inflation valves with leak-proof seams.

The float also features a clear center to help reflect sunrays and comes with two built-in cup holders and a repair kit. When playtime is over, the float folds up after use for storage and travel.

Whacky Racket

NSI INTERNATIONAL NSI International adds four new products to its Wubble collection, which is designed for kids ages 6 and up.

The Wacky Wubble is just like the Super Wubble Bubble Ball, but with added soft spikes that wiggle, move, and sway as kids play. The lightweight ball features a new valve for faster inflation and can expand up to 2 feet. The Wacky Wubble will be available in a single pack or a two-pack.

Kids can put on a cosmic light show with the Wubble Comet, a version of the Wubble Bubble Ball that features a glowing blue light tail. The ball can inflate up to 1 foot and features motion-activated LED lights.

New licensed products will be added to the line, including Wubble Rumblers WWE Superstars. Made with lightweight, elastic, and durable material, these 3-foot inflatable characters are designed for play fighting. The four WWE characters in this collection are Daniel Bryan, Randy Orton, Roman Reigns, and The Undertaker.

Marvel characters will also get the Wubble treatment with Wubble Rumblers Avengers and Spider-Man. The collection includes Spider-Man, Captain America, Thor, Iron Man, and The Hulk.

All of these Wubble products will be available next month.

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ROLLPLAY The Nighthawk NexGen 24-volt Battery Electric Ride-on Toy from Rollplay features a unique steering technique and low-riding design that make it easy for kids to spin around obstacles at speeds up to 6.5 mph.

It features a foot throttle, handlebars, a 24V lithium-ion battery, and a quick-release folding system. When kids are done riding, they can pop the foot pedals and wings back in. The lightweight and compact design makes it easy to carry in between rides.

This ride-on is designed for kids ages 6 and up and holds up to 110 pounds.

The Powersport ATV 12-volt Battery Ride-on Vehicle is a battery-powered ride-on that kids ages 3 and up can drive up to 3 mph forward and up to 2.5 mph in reverse. It features a foot pedal and rubber traction strips on the oversized wheels, and can hold up to 77 pounds.

Powersport ATV 12-volt Battery Ride-on Vehicle

MICRO KICKBOARD In an effort to combat pollution from plastics and ensure a cleaner environment and oceans for the future, Micro Kickboard launched its Micro Eco-collection of sustainable scooters. The company used mechanical recycling to transform abandoned fishing nets, ropes, and used hard plastics into the raw plastic material that makes up the upper deck and brake of the scooters.

The collection includes the Mini Deluxe Eco for kids ages 2-5 and the Maxi Deluxe Eco for kids ages 5-12.

PLAYMONSTER This year, PlayMonster will bring back the classic toy brand Koosh.

These colorful, catchable, jiggly, squiggly balls provide kids with an active play experience. Designed for kids ages 3 and up, Koosh Classic is a 3-inch ball available in bright colors, while Koosh Mondo is a 6-inch version.

For older kids ages 6 and up, Koosh Flingshot includes a slingshot and three Koosh balls that kids can launch more than 50 feet, and Koosh Whoosh is an easy-to-catch 10-inch flying disc made of soft, flexible material.

Koosh Paddle Play is a skill and agility challenge that features a colorful paddle attached to a 3-inch Koosh ball. Kids can see how many times they can bounce the Koosh ball against the paddle in a row to beat their own record.

Koosh also goes digital with the Koosh Sharp Shot electronic game, also designed for kids ages 6 and up. The interactive game tests kids’ aim with three game modes: Triple Threat, Cornhole, or Sharpshooter. Kids can load a Koosh ball into the included flinger, take aim, and shoot at the five light-up target areas as prompted. The target stands up on its own or it can be hung on a door.

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OUTDOOR & ACTIVE

FAT BRAIN TOYS The Hideaway Hangout Nook from Fat Brain Toys is a large, suspended hangout fort designed for kids ages 3 and up. Kids can roll up the curtains and secure them with the hook-and-loop fasteners to let in light, or secure them shut and switch on the string of lights that circle the ceiling. Built with a steel frame and soft, strong fabric, the Hideaway Hangout Nook can be used as a reading space, a clubhouse, a fortress for imaginary play, or a comfy spot to rest.

KID TRAX The CAT Scooter by Kid Trax is designed for kids ages 3-5 and will be available this spring. This construction-themed scooter features authentic CAT graphics and details, a removable bulldozer-style scoop, and adjustable handlebars.

ZING Kids ages 5 and up can wear Zing’s Air Hunterz Wrist Bow on their wrists and use the mini-arrow firing device to to launch suction-cup arrows up to 30 feet.

The bow features an adjustable strap, a wrist-fitting grip, and space to store the arrows.

Available this fall in green and red styles, each set comes with the wrist bow, three arrows, and a wall target.

MGA ENTERTAINMENT MGA Entertainment introduces the Little Tikes Splash ‘n Spray Bouncer, a constant-air inflatable bouncer complete with a slide and splash pool that kids can jump in.

The bounce house is designed for kids ages 3 and up to play inside or outside.

The Little Tikes Backyard Bungalow Playhouse offers a 360-degree play experience with multiple role-play stations, including a kitchen, a garden, and a lemonade stand. The playhouse includes 20 accessories and will be available this spring.

Kids ages 3 and up can enjoy two sports in one with the Little Tikes Huge Backyard Little Tikes Huge Backyard Soccer and Basketball Court. The court is Soccer and Basketball Court powered by an electric blower and includes two attached soccer goals, two basketball hoops, and a pair of inflatable balls.

MGA Entertainment’s Little Tikes 2-in-1 Water Soccer is an entry into soccer for kids ages 3 and up. Kids can play Water Soccer in wet or dry mode.

Kids ages 5 and up can create the ultimate foam party with FOAMO, which makes mountains of foam in minutes.

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OUTDOOR & ACTIVE HUNTER PRODUCTS

WHAT DO YOU MEME?

Hunter Products introduces Player Light Up Baseball this spring. The baseball lights up when kids bounce it, and features a built-in battery to make it light up when the sun goes down.

With the Chalkios Scene Stencil Set, kids can create realistic and fun backgrounds with a stencil and jumbo pieces of chalk.

What Do You Meme? introduces the Iconic Floats SpongeBob collection. The Giant SpongeBob SquarePants Pool Float and Giant Patrick Star Pool Float feature colorful graphics inspired by the residents of Bikini Bottom from Nickelodeon’s long-running animated series.

HORIZON GROUP USA Horizon Group USA debuts Chalk Alive this spring. First, kids color with the six included chalks and three character stencils. Then, they can download the free, interactive Chalk Alive mobile app to scan their art and animate it onscreen. Chalk Alive is designed for kids ages 5 and up.

ZURU Kids ages 4 and up can wear ZURU’s Glove-ABubbles on their hands, dip them in bubble solution, and wave them to create thousands of bubbles.

Improved to better fit kids’ hands, the Glove-ABubbles line includes the original animal-themed characters, as well as Rainbocorns and PAW Patrol designs. Each Glove-A-Bubbles packet contains a resealable bag filled with bubble solution, and is available in 100% recyclable packaging through ZURU’s partnership with TerraCycle.

The X-Shot Gold Reflex 6 joins the Royal Edition blaster collection. This chrome-gold-plated blaster features aerodynamic darts and an automatic rotating priming barrel that kids ages 8 and up can use to fire off a six-dart round up to 90 feet away.

The X-Shot Reflex 6 includes 16 foam darts.

The X-Shot Dino Attack Extinct Blaster features a one-barrel dart capacity and storage for four additional darts that kids ages 8 and up can blast up to 90 feet away. It also comes with dinosaur egg targets.

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WATERLINE TOYS

ODYSSEY TOYS

This summer, Waterline Toys will introduce its flagship toy, the SkimBe. Kids ages 3 and up can throw, skip, or skim the polyurethane disc across water, snow, ice, grass, or indoors on wood or carpet. Kids can play catch, practice trick shots, or create a new game with the multipurpose toy.

Kids can use their SkimBe in the new game Skim to the Pin, a take on the classic “Closest to the Pin” game.

This set comes with two SkimBe discs and a vinyl, inflatable, pin-shaped target.

The pin can also float upright in water or be used for target practice in the snow.

Waterline Toys also adds the SkimBe Launch Pad to this collection. Kids can use the collapsible floating ramp to give the SkimBe disc a boost on water, snow, or flat land.

With Odyssey Toys’ Skeet Shooter, kids ages 8 and up can hone in on their skills using an infrared (IR) blaster to target reusable skeets. When the skeets are hit by an IR blast, they break apart just like the real thing. Kids can play with the Skeet Shoot anywhere.

This set will be available this summer.

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VEHICLES & ACTION FIGURES MCFARLANE TOYS

WOWWEE

This spring, McFarlane Toys will add new characters from the DC Multiverse to its line of premium action figures. Fans can relive the action from the Batman: Last Knight on Earth comic series with new heroes and villains.

Build-a Last Knight on Earth Batman comes with a baton, a lantern holding Joker’s head, and a base. Build-a Last Night on Earth Omega may be the worst villain in the DC Multiverse, and he reigns supreme over the entire East Coast. The figure comes with alternate hands and a base. The former Gotham University professor-turnedsuper-villain from the comic is available in collectible form as Build-a Last Knight on Earth Scarecrow. It comes with alternate hands and a flight stand. The Build-a Last Knight on Earth Wonder Woman features a sword and a base. Each figure in the Last Night on Earth series comes with a separate piece to collect and build the character Bane, plus collectible card art, and a character biography.

Fortnite fans can discover the Fortnite Plastic Patroller 7-inch action figure replica. It features ultra-articulation and a Knockwurst Harvesting tool accessory.

WowWee will launch the Power Treads — Hyperdrive Zipline Pack this fall. Power Treads are all-surface, toy vehicles that flip and drive without wheels. Kids can build custom courses using Power Treads official tracks and objects found around the house. With the Hyperdrive Zipline Pack, kids ages 5 and up can construct a zipline that is more than 3 feet long, navigate the Power Treads to the top, and zoom down. The set includes more than 60 pieces and is compatible with previous Power Treads packs (sold separately).

Build-a Last Knight on Earth Omega

PLAYMATES TOYS Playmates Toys brings the epic cinematic battle to the playroom with Godzilla vs. Kong action figures. The Godzilla vs.

Kong Battle Roar Monsters assortment includes 7-inch versions of Kong and Godzilla with electronic monster battle sounds.

The Godzilla vs. Kong Mega Monsters assortment includes 13-inch mega-action figures that feature interactive battle action along with lights and sounds. Mega Heat Ray Godzilla and Mega Punching Kong are available in April at Walmart.

Godzilla vs. Kong Battle Roar Monsters

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HASBRO

SUNNY DAYS ENTERTAINMENT Sunny Days Entertainment introduced the Glow Racers Hyper Bass Vehicle, available now.

Kids ages 3 and up can press the button on the 10-inch vehicle to hear automotive sound effects and see the LED lights as the car takes off. Kids can also stream their favorite music in the car via Bluetooth technology.

Inspired by the Ghostbusters entertainment franchise, Hasbro’s Ghostbusters PSA Stay Puft Marshmallow Man is a bulky, 10.7-inch figure that features multiple points of articulation and facial expressions. Kids ages 3 and up can press the button on Stay Puft’s head to change his expression from happy to angry.

The Transformers: Generations War for Cybertron: Kingdom Core, Deluxe Class, Voyager Class, and Kingdom Leader Class Assortments are made up of 3.5-7-inch figures of core Transformers characters. The line features Beast Wars-era characters that have detailed beast modes with an animal-inspired skin and fur-molded textures. Core Class beast figures convert into Beast Wars-inspired beast modes and G1-inspired figures convert into G1-inspired Earth modes.

Ghostbusters PSA Stay Puft Each figure comes with classic weapMarshmallow Man ons inspired by the Beast Wars or G1 animated series. Kids can collect other Kingdom figures to reveal all alternate destiny variants for the characters.

PLAYMONSTER PlayMonster will extend its Snap Ships line, which first launched last year. Snap Ships is a building system that kids ages 8 and up can use to create multiple space ships with action play. All of the sets and pieces are interchangeable, so kids can build their vehicles, ships, and more however they want. This year, Snap Ships will expand with new ships, colors, form factors, and additional UJU tech accessories.

PlayMonster will introduce six Drone Fusion Builds, which feature shooting projectiles.

Kids can collect the RL-55 Assault Drone, DA-63 Turbine Drone, and BP-48 Biped Mech to create the MD-SWITCH 1 Fusion Build, and collect K-Crawler Suppression Mech, K-Swarm Strike Drone, and K-Dive Ambush Drone to create the K-Form Fusion Build.

The Javelin M-02 Attack Speeder features 360-degree ball joint shooters. Kids can pretend to fly the Javelin and adjust and rotate the cannons, radar shields, strut arms, and engine hubs. In the same class, the Tunnelweb K.L.A.W. Spider Mech has multiple movable joints and rotating legs and shoulders, plus a grappling hook that fires at the flip of a switch.

The Spitter K.L.A.W. Missile Cruiser features easy-pivot cannons, wing missiles that launch when kids press its back, and movable wings, while the Maul FT-12 Assault Mech has hinged and rotating joints, plus a real push launcher weapon.

The Hammerjaw K.L.A.W. Carrier Gunship is one of the larger new crafts, which can release drones with the flick of a switch. And finally, the biggest new Snap Ships vehicle of them all is the Claymore CR-76 Combat Transport. Kids can rotate the back bay door to press the button that quickly releases the mini mech for ground battle.

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VEHICLES & ACTION FIGURES NEW BRIGHT New Bright hits the streets with the 1:8-scale R/C Full Function Showcase Sports Car. Based on the Chevrolet Corvette C8 in Torch Red, this 22-inch vehicle is powered by an included 9.6-volt lithium ion rechargeable battery. The car has working LED headlights and realistic sounds. Kids can race up to six vehicles at the same time without interference thanks to the included 2.4 GHz transmitter.

The 1:8-scale App Driver R/C Ford Bronco includes terrain-dominating suspension with oversized tires and working headlights and taillights. Kids can control the truck using the included full-function transmitter or with the free App Driver app. The app also includes coding options and gives kids the ability to control sound, music, and lights.

1:8-scale R/C Full Function Showcase Sports Car

JAZWARES Jazwares will introduce the Fortnite Legendary Series Figures — Brawlers Assortment this spring. Kids ages 8 and up can collect these 7-inch figures with more than 35 points of articulation. Each is fitted with weapons, harvesting tools, and more.

The Fortnite Feature Vehicle — Choppa is paired with a 4-inch Blaze figure and a Legendary Assault Rifle. The vehicle is more than 17 inches long and can fit seven 4-inch figures inside. Kids can activate the Turbo Boost light effect and spin the rotors.

The Fortnite Feature Vehicle — Bombs Away! Glider comes with a 4-inch Jules figure and the Wrenchers Harvesting Tool.

The Glider randomly twists and turns to carry the action figures to victory.

For kids ages 6 and up, the Roblox Imagination Collection — Figure Packs include a redeemable code to unlock an exclusive virtual item in Roblox. Each figure pack comes with a legendary character and exclusive accessories. This spring, kids can find Aven the Silver Warrior, Bec the Fire God, Clawed Companion, Cythrex the Darkened Cyborg Knight, and more.

Roblox Imagination Collection Bec the Fire God Figure

PLAYMOBIL The Playmobil Volkswagen Beetle includes a classic 1960 compact car, three figures, a surfboard, a cooler, a beach umbrella, sand toys, and other accessories. It comfortably seats up to four figures and features a removable roof rack and a trunk that opens. It is designed for kids ages 5 and up.

The Playmobil Volkswagen T1 Camping Bus is a redand-white van equipped with a mini-kitchen, fold-down seating that converts into a sleeping area, and storage space. In addition to the bus, the set includes two figures, luggage, a map, a camera, food supplies, a thermos, cups, and other accessories. Kids ages 5 and up can remove the roof to access the camper’s interior, open the two side doors to reveal shelves and a fold-down vanity with a mirror, and stow supplies in the trunk and under the straps on the roof rack.

The Playmobil Stunt Show Bull Monster Truck set includes a truck, a figure, a flag, sand terrain, a rope, and other accessories. The truck features four spring-mounted tires and large horns mounted to the roof. Kids ages 4 and up can fold down the tailgate and remove the roof to access the vehicle’s interior, which fits up to four figures.

Playmobil Volkswagen Beetle

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VEHICLES & ACTION FIGURES BendyFigs Harry Potter

THE NOBLE COLLECTION The Noble Collection’s Bendyfigs is a line of figures with highly detailed, bendable sculpts that kids ages 7 and up can pose, play with, and display.

Each figure includes a removable display stand and measures approximately 7 inches tall. The collection includes characters from Harry Potter, Universal Monsters, Star Trek, DC, Marvel, and Lord of the Rings.

MOOSE TOYS Kids can build a monster with Moose Toys’ Treasure X Monster Coffin. Each monster is encased in a coffin that features a new, stretchy, spider-web compound. Kids can pour a monster elixir over the mummy wrap, watch it bubble, and dissolve the mummy wrap to reveal one of six monsters, including a rare gold monster in the Monster Coffin Single Pack. For the first time in the Treasure X line, the collectible monsters are mix-and-matchable with swapable heads, bodies, and limbs.

The Treasure X Monster Coffin Mega Monster Lab Playset features 25 levels of revealing play. It includes two figures that are exclusive to the set: a mad scientist figure and a Frankenstein figure with light-up eyes and monster chomp effects. The monsters can escape via the secret elevator or sneak back in to remove Frankenstein’s brain with the crane. Kids can use a slime-filled syringe to fill a monster’s guts on the table or create new monster mash-ups. Both Monster Coffin products are designed for kids ages 4 and up and will be available at retail in August.

The Heroes of Goo Jit Zu Galaxy Attack delivers out-of-this-world characters with gooey, stretchy, squishy insides that have meteorically morphed based on their planetary beginnings, like sunburst goo for Blazagon and a creepy reveal with water beads and parasites for Meteor Mites Merulok. Kids can search for the ultra-rare Crater Creature Crustacoid with a special eye-bash feature and a filling that looks like spiders live inside him. Kids can pick Treasure X Monster Coffin Werewolf their battles with individual Hero packs or a two-action figure Versus Pack.

Heroes of Goo Jit Zu Galaxy Attack Vac Hero is larger than standard action figures. Kids can pump their heads for vacuum suction to stretch the limbs and make them grow. They can pull, twist, and pose them and the figures hold their shape. Then, kids can push the air valve to deflate the figures and repeat the stretching over again. Designed for kids ages 4 and up, Heroes of Goo Jit Zu Galaxy Attack products will be available in August.

The Heroes of Goo Jit Zu Dino X-Ray Versus Pack features figures packed in pairs that are matched for battle. The exclusive collectible figures in each pack have special features, finishes, and fillings. All Heroes of Goo Jit Zu Dino X-Ray Figures are available now.

BANDAI AMERICA The Anime Heroes line from Bandai America expands with Anime Heroes — One Piece collectible figures for kids ages 4 and up. Three One Piece characters — Luffy, Zoro, and Sanji — are already available, with more to come soon. Each 6.5-inch figure features 16 points of articulation, character-specific accessories, and two additional sets of hands. The line is available at major and specialty retailers.

The Dragon Ball Dragon Stars line also grows with Dragon Stars — Broly. The 6.5-inch figure features 16 points of articulation and is crafted with intricate details and premium deco for kids and collectors ages 4 and up. The figure is available now.

Dragon Stars — Broly

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Mighty Morphin Power Rangers Green Ranger ReAction Figure

SUPER7 Mighty Morphin Power Rangers ReAction Figures by Super7 join the company’s expanding collection of vintage-style, 3.75-inch action figures. Wave one includes classic characters from the Saban TV series, including the Green Ranger, Red Ranger, Rita Repulsa, Pudgy Pig, Putty Patrol, and Megazord.

Additional Power Rangers will be available as 7-inch Ultimates! Action Figures and 11-inch Super Cyborgs this spring.

Wave one of NBA Supersports ReAction Figures includes 3.75-inch versions of Anthony Davis, Stephen Curry, Joel Embiid, and James Harden. Wave two includes LeBron James, Giannis Antetokounmpo, Luka Dončić, Kawhi Leonard, Kyrie Irving, Kevin Durant, and more. Additional ReAction figures will be released throughout the year.

THE LOYAL SUBJECTS The Loyal Subjects expands two collectible figure lines this year. BST AXN — pronounced “Best Action” — are action figures made on a 1:15 scale. Each articulated figure features character-specific details and accessories. The line has 51 licenses, including characters from anime, nostalgia, action/adventure, cartoons, music, and movies.

Kids can collect and display the Superama series, which merges action figures with dioramas. Each figure features a dynamic, comic-style background that collectors can connect to the others in the series. All of the bases link with each other in any sequence, so kids can pit Marvel heroes versus the villains or put all their heroes together. The series currently includes Iron Man, Gamora, Thanos, Thor, Spider-Man, and The Superama Iron Man

SPIN MASTER Spin Master’s Batman Bat-tech 12-inch Deluxe Figure features expanding bat wings, more than 20 sounds and phrases, and lights that kids ages 4 and up can activate by pressing the bat symbol on the figure’s chest. The 12-inch figure is available this spring.

The company will further expand the Bat-tech line this fall with the Batman Battech Transforming Playset. Designed for kids ages 4 and up, this 36-inch set transforms from a large Batman figure into a playset, complete with multiple play areas, an elevator, accessories, and interactive elements. This set is compatible with Spin Master’s 4-inch Batman figures.

Kids ages 4 and up can master more than 12 stunts with the Grave Digger Freestyle Force R/C, which will join the company’s Monster Jam line this fall. The vehicle features wheelie-balancing technology so kids can keep driving while performing both front and rear wheelies. The R/C features both a beginner and an advanced mode for stunts.

This fall, Spin Master introduces collector-grade League of Legends 6-inch Figures, featuring game-accurate sculpts, premium paint, and 19 points of articulation. The figures also come with game-inspired accessories and a themed base.

Batman Bat-tech 12-inch Deluxe Figure

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2021 TOY LAUNCHES

VEHICLES & ACTION FIGURES NIKKO TOYS Nikko Toys expands its lineup of R/C vehicles with several items this year. Kids ages 6 and up can tear up the terrain with the Rock CrushR. The truck features auto-expanding wheels and reticulating arms that can crush any course.

Kids can tackle drifts with ease with the Nano Omni X. The R/C features omniroller, wheel-inwheel technology and dual-motor, four-wheel-drive action.

Kids can drive the VaporizR XT through dirt, mud, snow, and water. It features four-wheel-drive power and amphibious ability to conquer any terrain.

Rock CrushR

FAR OUT TOYS Far Out Toys adds to its Ryan’s World collection with Crash Circuit Junior Pro: Race with Ryan Racetrack. Kids can race Ryan against Combo Panda on this figure-eight track designed for junior racers. It includes two R/C race cars and coordinating controllers.

JADA TOYS Jada Toys expands its collection of die-cast and R/C vehicles inspired by Universal’s Fast Saga with new offerings based on vehicles from F9. Han’s Toyota Supra and Tej’s Jeep Gladiator join the F9 1:24 scale die-cast line with with film-inspired styling; rubber tires; and doors, hoods, and trucks that open with ease.

The F9 Drift R/C Jakob’s Ford Mustang 1:10 Scale Vehicle features USB charging and high-speed drifting action and comes with a pistol grip controller and an extra set of tires.

The new vehicles roll into stores this spring.

Fast and Furious Han’s Toyota Supra

MATTEL Mattel’s Hot Wheels Mars Perserverence Rover is a 1:64-scale die-cast replica of the actual NASA rover that landed on Mars on Feb. 18.

The Disney and Pixar Cars Track Talkers are 5-inch vehicles based on the Cars characters. Kids ages 3 and up can press the roof of each car to hear sound effects from the films.

The Matchbox Moving Parts Assortment includes 1:64-scale die-cast cars and trucks that are reproductions of popular car brands. They feature moving parts such as rolling wheels and doors, hoods, or trunks that open. They are suitable for kids ages 3 and up.

The Masters of the Universe Origins Figures feature vintage design details and classically stylized retro packaging. Each 5.5-inch figure in the collection features 16 moveable joints and includes a battle accessory and a mini-comic book. They are designed for kids ages 6 and up. The Masters of the Universe Castle Grayskull Playset is inspired by the original playset from the 1980s. It comes with an exclusive Sorceress action figure and features a working Jaw Bridge, elevator, throne room, and more.

The WWE Wrekkin Slamcycle Vehicle includes a 6-inch action figure of WWE Superstar Drew McIntyre and a 10.5-inch motorcycle with nine breakable parts that kids ages 6 and up can smash and crash multiple times. WWE fans can use the bike to display their figures or make it pop a wheelie with stunt action.

Masters of the Universe Origins Roboto

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NKOK NKOK rolls out the 1:14-scale X-treme Ford F-150 Raptor and Jeep Wrangler Unlimited R/C Rock Crawlers. Each vehicle is available under the Mean Machines and Realtree brands with four total styles to choose from. The 2.4 GHz R/C trucks feature suspension systems designed for rock-crawling adventures with grippy sport tires and rugged bodies.

Up to 16 players can race at the same time.

The Aqua Terrain Jeep Wrangler is an amphibious R/C vehicle that kids can drive on land and water. Kids can race multiple vehicles at the same time on a 2.4 GHz frequency.

X-treme Ford F-150 Raptor

ODYSSEY TOYS Odyssey Toys introduces Battle Bumpers R/C vehicles made for kids ages 8 and up. The two-player set includes a pair of R/C bumper cars, driver figures, and remotes. Kids will face off in an attempt to bump the side of their opponent’s vehicle in order to eject the driver. Driver figures are easily reseated to play and crash over again.

This summer, kids ages 8 and up can fly Odyssey Toys’ latest drone, the LiteChaser. A follow-up to the Microlite, the LiteChaser quad flies with bright LED lights.

Battle Bumpers R/C

KIDKRAFT Kids ages 3 and up can pretend to be firefighters with the Adventure Bound 2-in-1 Fire Truck from KidKraft. Kids can place the included firefighter figure into the cab and activate the working siren on the way to their next rescue. The set stands vertically and opens up to reveal a three-level station and training center.

The Safari 2-in-1 Ride On Playset from KidKraft is a jungle-themed set that includes a vehicle and accessories for imaginative play. Kids ages 2 and up can fold the set to transform it into a kid-size ride-on.

KidKraft introduces the Hyper Vortex Racing Tower. Kids ages 3 and up can race their favorite cars across four floors with six spiral ramps. The set includes a two-car, vertical hand launcher and doubles as a storage tower for up to 28 die-cast cars from major brands.

The Adventure Tracks Rumble & Roar Set includes all KidKraft Adventure Tracks: Dino World sets in one complete package for kids ages 3 and up. The set comes with 76 pieces, including vehicles and tracks, and features built-in storage.

This fall, kids ages 3 and up can have imaginative adventures with the Adventure Tracks Wild Animal Table. The tabletop train set includes tracks and animal-shaped vehicles inspired by lions, elephants, giraffes, and more. All of the pieces can be stored in a net below the table.

Hyper Vortex Racing Tower

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A Look at Some Classic Toy Brands and How They Got Their Starts compiled by MADELEINE BUCKLEY, associate editor EVERY YEAR, NEW AND INNOVATIVE TOYS MAKE THEIR DEBUT, TAPPING INTO current trends in hopes of topping holiday gift guides and wish lists by the fall. Yet, there are some toys that are far from new, but still remain playtime favorites decades after they first appeared on toy store shelves or made their first appearance at a major toy fair. We’ve taken a look at some of the most popular classic toy brands and how they have evolved through the years. »

Etch A Sketch

, via The St Image: 1972

rong Museu

m

This red-framed, pencil-free drawing toy debuted in 1960, produced by The Ohio Art Co. Invented by French electrician Andre Cassanges, the original version was called “Telecran” or “L'Ecran” (or “screen” in English). It was the No. 1 holiday toy the year it debuted, and more than 100 million Etch A Sketches have been produced since.

Spin Master acquired the Etch A Sketch brand in 2016.

Mr. Potato Head

While Mr. Potato Head has changed a lot over the years, the toy has been manufactured and sold by Hasbro since its launch in 1952. The original version of the toy featured body parts that kids could stick into a real potato (not included). In the early ‘60s, Hasbro started including a plastic potato body with the toy. Mr. Potato Head was also the first toy to be advertised on TV.

Image: 1960, via Spin Master

Barbie

This iconic doll debuted at Toy Fair New York in 1959, wearing her black-and-white, striped swimsuit. Mattel co-founder Ruth Handler invented Barbie, whose first careers included fashion editor, registered nurse, flight attendant, and executive career girl. Today, Barbie has had more than 200 careers.

Image: 1959, via Mattel

Lincoln Logs

John Lloyd Wright, son of architect Frank Lloyd Wright, invented Lincoln Logs in 1916. Inspired by the foundation design of one of his father’s buildings — the Imperial Hotel in Tokyo — these construction sets are still made from real wood. Hasbro currently owns Lincoln Logs, but licenses the brand to Basic Fun!, which has produced Lincoln Logs since acquiring K’NEX (the previous licensor) in 2017.

Image: 1950, via The Strong Museum

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Image: 1965, via The Strong Museum

Rubik's Cube

Image: 1980, via Spin Master

Image: 1950s, via PlayMonster

Spin Master acquired Rubik’s Brand Ltd. this year, following decades of different toy manufacturers licensing its production rights. Ernő Rubik’s colorful cube first debuted in 1974 as the “Magic Cube,” but got a new name when Ideal Toys started distributing the toy globally in 1980. Today, one in every seven people around the world — adding up to more than 1 billion people — has played with a Rubik’s Cube.

Play-Doh was originally known as “Kutol Wall Cleaner,” a compound that removed coal residue from wallpaper. The cleaner was later rebranded as a children’s toy in the mid-‘50s, first sold at the Washington, D.C., Woodward & Lothrop Department store in red, blue, and yellow. Following multiple acquisitions over the years, Hasbro has manufactured PlayDoh for the longest period of time, since 1991.

Slinky

Colorforms

Colorforms were first created by two art students, Harry and Patricia Kislevitz, in 1951. The product first launched through FAO Schwarz and was marketed for adults, but Colorforms soon became popular with kids.

PlayMonster has been manufacturing Colorforms since 2019, when it acquired Kahootz Toys. This year, the brand celebrates its 70th anniversary.

Play-Doh

Image: Creator Richard James, via Just Play

Inventors Richard and Betty James debuted the Slinky in 1945, demonstrating the toy to Christmas shoppers at the Philadelphia Gimbels department store — and sold all 400 Slinkys they had in two hours. Poof Products bought the James’ company in the late ‘90s, becoming Poof-Slinky, which later became part of Alex Brands. Last year, Just Play acquired the Slinky brand.

Little People

Mattel launched this line in 1959 as “Fisher-Price Play Family.” The name later changed when consumers requested a catchier one. The original Little People were affixed to their toys, but kids kept trying to remove them in toy testing, which led to full-bodied Little People figures.

The brand got a full makeover in the late ‘90s, creating the Little People style that is still available today.

Tonka Trucks

Image: 1957, via The Strong Museum

Before it made toys, Tonka — which got its name from Lake Minnetonka in Minnesota — made gardening tools. Founded in 1946 and originally called Mound Metalcraft, the company started producing toys in its second year, after acquiring a competitor. The toys performed so well that Mound Metalcraft abandoned gardening tools that year and became Tonka Toys in the ‘50s. Hasbro acquired Tonka in 1991, but currently licenses the brand to Basic Fun!

Image: 1968, via Mattel

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by JACKIE CUCCO, senior editor

The Heeler family heads stateside with an imaginative toy line.

by JACKIE CUCCO, senior editor WHAT THE BALD EAGLE AND ELVIS Presley are to the U.S., the Blue Heeler is to Australia. A “Bluey” is more than just a type of dog: It’s a cultural icon, thanks in part to the skyrocketing popularity of Bluey, a kids’ show about a family of pups who use their imaginations to inspire lessons in make-believe.

Debuting in Australia in 2018, the animated series follows a 6-year-old Blue Heeler puppy named Bluey; her 4-yearold sister Bingo; and her parents, Chilli and Bandit. In each episode, Bluey uses her boundless energy to play elaborate games that result in heartwarming and hilarious lessons.

Following a successful launch down under with Ludo Studio, BBC Studios helped bring Bluey stateside in 2019 with a cross-platform Disney debut in the U.S. Bluey is now thriving with two seasons available to stream on Disney+ and DisneyNOW, and perhaps more to come after season three rolls out in Australia.

“When we met with Disney, what was surprising was that a lot of people in America didn’t know what a Blue Heeler or a ‘Bluey’ was,” says Daley Pearson, executive producer at Ludo Studio. He explains that Australians have an affinity for Blue Heelers because they seem to represent the best parts of Australia: They’re loyal, hard-working, and energetic.

“They love families, they’re insanely playful, and when they’re puppies, they’re even more insane. And all of that lined up with the personalities of a 6-year-old and a 4-year-old, so it really did work ... with where Bluey and Bingo are at.” Bandit,

the father in the series, is even based on the series’ creator Joe Brumm’s family dog. “It’s always surDebuting in Australia in 2018, Bluey is now streaming on Disney+ in the U.S. prising how personal Bluey is, which is quite resonating,” Pearson says. play from the very start. But, it wasn’t Although it’s designed with presuch an easy idea to pitch to a studio, schoolers in mind, Bluey is meant to be a Pearson says: “It’s not about a comet co-viewing series — a show that parents heading to Earth. It’s not about superheand kids can watch together. The way to roes or a kid bitten by a spider. There’s no do that successfully is through humor, acbig logline behind it. It’s very Seinfeld-y cording to Pearson. “I think the sense of when you explain it. Bluey is really just humor is definitely in there, which I hear a show about playing games.” But, all is traveling really well,” he says. “I think they had to do was get started, and the in Australia, and I’m sure America has a seed of gameplay started growing into so lot of this as well, no matter how tough much more. things get — and the episodes are about Gameplay can cover so many topics, tough stuff — there’s always room for jokfrom kids role-playing what they want to ing, laughing, and brevity. That’s definitely be when they grow up to experiencing something that has gone into Bluey.” their first emotions. “Gameplay is a kid’s For example, the “Copycat” epifirst draft of everything,” Pearson says. sode shows Bluey coming to terms with “These games are real. It’s not a game to the death of a bird after she finds it in a a kid — and especially not to Bluey and garden. Bluey then reenacts the scene Bingo — and mom and dad really support by putting her sister Bingo in a box as if that. It’s the kids’ first draft of experiencshe’s dead and driving her to the pretend ing collaboration and responsibility — all vet (their Mum) in her ride-on car. the things that are tough to grapple with.”

“It’s an incredibly heavy and moving It’s the first draft of dealing with tough episode, but it’s also hilarious. It’s one concepts as well, like turning to games of the funniest episodes,” Pearson says. and imaginative play to process the loss “The combination of the sweet and sour of the bird in the “Copycat” episode. is very Australian and is also very Bluey.”

The parents in the show are also a great example of what many parents SERIOUS GAMEPLAY strive to be in terms of taking an active Aside from humor, gameplay is the part in their kids’ lives. “Bluey and Bingo’s real backbone of the show. The creators dad and mom buy into their gameplay had a clear vision to make it about gameand their kids’ conceit of the games,”

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Pearson says. Bluey’s use of big, adventurous storytelling can help emotionally prepare kids to face the world.

“These games are as real to them as this interview is to me or as turning up to work is,” he says. “There is room when you’re young for this imaginative gameplay, where you learn all the human stuff before learning all the book stuff.

And I think that’s something that really hit home with a lot of families.” Bluey opens up a wave of communication for parents to connect with their kids through play, which is what the show is all about.

TURNING MAKE-BELIEVE INTO TOYS It is safe to say that this overarching motif of gameplay translates well to an actual line of toys. Australian-based Moose Toys is the global master toy partner for Bluey, capturing hearts with charming figures, playsets, and plush toys that help bring the show’s imaginative spirit into kids’ hands.

When creating the initial Bluey range, the team at Moose Toys wanted to make sure that fans felt like they were immersing themselves in the world of Bluey and becoming a part of the Heeler family, says Moose Toys’ U.S. Head of Preschool Stephanie Haggerty. “The range is focused on what we call the ‘For Real Life’ moments, which are core to the Bluey DNA and celebrate the joyful simplicities of everyday family life,” Haggerty explains. Fans can collect and role-play with figures of key characters, such as Mum, Dad, Bluey, and Bingo, as well as their cousins Muffin and Socks.

Kids will also recognize familiar Bluey settings in playsets, such as the multilevel Bluey Family Home, and mini-playsets that hone in on specific locations, such as Bluey’s Playground or Bingo’s Playroom.

AUTHENTICITY IS KEY “I think with all product development that is derived from content, authenticity is absolutely critical,” says Suzy Raia, vice president of consumer products at BBC Studios. “When you deviate from what kids love about the characters and their stories, then you lose the magic that is really connecting the audience to your property. We always strive to find unique ways to stay true to the show, its core attributes, and its characters, because what’s beloved on-air has to be beloved in-store in order to inspire a purchase, and then, of course, play.”

Moose Toys highlights the Australian elements of the show without letting the details get lost in translation. For example, the Bluey Heeler 4WD Family Vehicle features a steering wheel on the right side of the car rather than the left, just like it would appear in Australia. “A really wonderful added bonus is that Moose Toys is an Australian company, and they really understand what that means and how those nuances can play into content and then be translated into toys,” Raia says.

“So we know they can take our little Blue Heeler family and translate the core attributes of the show nicely into toy play.”

This summer, Moose Toys will launch the Pool Time Playset, inspired by an episode called “The Pool,” in which Bluey and Bingo call their Mum boring, but then forget to bring her “boring” bag of pool essentials for a day of fun of the sun, leaving them stranded in the shade until she saves the day. The set features the characters in their swimsuits and includes the must-have pool toys and accessories that the kids wished they had in the episode, including unicorn floaties, an inflatable doughnut, a diving board, and more.

“We wanted to make sure kids had toys that they could use to recreate their favorite moments they love so much, as well as inspire them to create their own new, fun adventures,” Haggerty says.

Moose Toys’ Bluey Heeler 4WD Family Vehicle

IMAGINATION AT THE FOREFRONT Pearson says that the Bluey toys and merchandise are just as important to the creators as the show itself. It’s important to him for the toys to be open-ended to give kids the opportunity for interpretative play as opposed to rigid figures that don’t do anything. “In Bluey, they make a taxi out of cardboard. It is a very organic show where anything can be anything,” Pearson says. “That mindset is really in every toy that we have and every book that we have. It’s really important for us that anything to do with Bluey opens up gameplay and doesn’t put a lid on it.”

Bluey’s licensing program continues to grow as more partnerships make their way over to the U.S., including puzzles and games from Spin Master’s Cardinal Games division, books from Penguin Random House, apparel from the Bentex Group, bedding and home decor from Jay Franco, dining and home goods from Zak Designs, and holiday decor from Kurt Adler. All of these items will be available by the end of the year so that families can bring even more Bluey home.

Kids and parents see themselves in the characters and their everyday adventures, which is appealing to both groups.

Both the series and the down-to-Earth simplicity of the products rely more on inspiring imagination and family bonding than hiding behind ornate distractions.

“We’ve had a lot of feedback from people saying ‘it feels like there’s a recorder in our living room recording us’ and then we just transcribed that for the show. And I wish it was that easy,” Pearson says. “These stories just seem to be ripped out of the pages of parents today.”

While the heart of Bluey may be Australian, the themes are universal. Luckily for all of us, family, imagination, and gameplay have a global passport. » toybook.com | FEBRUARY 2021 | THE TOY BOOK 229

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ACCELERATING

CHANGE COVID-19 pushes Mattel, Funko,

COVID-19 pushes Mattel, Funko, and others to pivot and prevail. and others to pivot and prevail.

by JAMES ZAHN, senior editor EVERYONE CAN AGREE THAT THE past year was beyond what anyone could have predicted when the toy industry last gathered at Toy Fair New York (TFNY).

While some product samples were missing and the occasional fist or elbow bump came into play, nearly 24,000 attendees made plans at the show to deliver a big year in play with an exceptionally strong lineup of new toys and games. Just three weeks later, the world was blindsided by COVID-19’s spread, which instantaneously derailed the bestlaid plans.

“It’s been a whole different world since Toy Fair,” says Mattel President and Chief Operating Officer Richard Dickson.

“As soon as we hit the fact that this was truly a pandemic, we realized that we needed to react quickly on a variety of fronts. First and foremost, we focused on the health and well-being of our own people at Mattel, ensuring that we were accommodating for all safety issues, all health issues, and the need to work from home.”

By spring, Mattel joined other companies, including Funko, Basic Fun!, Disney, Hasbro, Jazwares, MGA Entertainment, Playmobil, Spin Master, ZURU, and more, in working to address global shortages in essential supplies. The industry united in creating and sourcing personal protective equipment (PPE), including masks, respirators, and visors for healthcare workers.

DOING IT LIVE FROM FAR AWAY Just days after TFNY, ReedPop kicked off the fan convention season by welcoming 95,000 attendees to Chicago’s annual C2E2 event. Amid the comics, collectibles, cosplay, and celebrity guests, a new

piece of merch maintained a presence at booths: hand sanitizer pumps.

By the close of the show, plans for ReedPop’s next event, Emerald City Comic Con (ECCC), were in doubt. Soon after, plans for the two largest fan events in the U.S. — Comic-Con International: San Diego (SDCC) and New York Comic Con (NYCC) — vaporized alongside the revenue streams that come with them.

Eyeing a prospect of being clipped at the knees with the potential for a sales decline of 60% or more, according to CEO Brian Mariotti, Funko ramped up its efforts to go direct-to-consumer.

“The team looks forward to the day we can return to engaging with the fans at live events, but have proven that you can still lean in with your community with virtual con experiences and delightful content like our monthly FUN TV episodes hosted by [Funko founder] Mike Becker and myself,” Mariotti says.

Similarly, Mattel found itself in a conundrum with live events. Plans for SDCC; the third annual Hot Wheels Legends Tour; and events tied to anniversaries for Mattel, Fisher-Price, and Thomas & Friends were out.

“There’s no doubt that some of the celebration plans we had were a bit dampened by living in a pandemic,” Dickson says. “We couldn’t do live experiences, and we had some great pop-up shops planned and some other experiences that would’ve been exciting.”

One way the company forged new connections with fans was through the launch of a new platform to present toys as art, under the name that was displayed on the California garage that housed the original version of the company in 1945:

Mattel Creations. The effort pairs artists and brands, including Stussy, Figure8, and Madsaki with iconic Mattel toys.

By fall, Hasbro went virtual with Hasbro PulseCon; Super7 jumped in with its Stay At-home-ic-con; and companies such as NECA, Mezco, and Sideshow, had all thrown virtual events or expanded the availability of their products online.

By year’s end, Funko’s reimagined web store offered more than 2,000 products, compared with just 200 during TFNY. “After we successfully hosted several virtual cons last year, the team came together and decided to host our very first Funko Fair, which took place in mid-January,” Mariotti says. “Fans look to us to create experiences that continue to foster a feeling of community, and that’s exactly what we did.”

“THIS IS FINE” — SPEED TO MARKET The pandemic forced changes that were inevitably coming down the line anyway as the year shortened the distance to the goal post. The long-touted usual 18-month, concept-to-shelf cycle of the toy industry was already shrinking, and last year, it shrunk even further.

For Mattel, getting its #ThankYouHeroes collection to market by year’s end was unexpectedly aided by Grogu, the star of The Mandalorian.

“We’ve been working on speed-tomarket for some time in our basic dayto-day business and had some success there,” Dickson says. “Look at The Child, or Baby Yoda. That was a blockbuster success, and the moment we knew that we could do that product, we were the first out with it and it’s been an enormous hit for us. In many ways, The Child

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prepared us for the COVID-19 pivot and the world is moving at a record pace. Be nimble. Be quick.”

Mattel’s 11-inch plush version of The Child hit the market in under six months and topped the NPD charts as the No. 1 bestselling plush of the year and won a Toy of the Year Award.

One of Funko’s biggest hits was inspired by a widely-shared meme that millions have used to describe 2020 as a whole: “This is fine.” The frame from KC Green’s 2016 Gunshow comic strip features a coffee-drinking dog who calmly sits as the world burns around him. Funko immortalized the meme as a 3.75-inch Pop! Vinyl figure.

DUALITY IN THE SUPPLY CHAIN At New York-based B&B Systems, the spread of COVID-19 created both challenges and opportunities. On one end, B&B serves as an omnichannel, e-commerce partner that works with toy industry clients to sell toys through online marketplaces on Amazon, eBay, and Walmart. That could mean simply managing warehousing and fulfillment, or the company might step in and buy overstock product from toymakers, in which case the company becomes a reseller. On the other end, B&B was supposed to expand in 2020 with in-house toys and licensed products as Mighty Mojo Toys.

According to Ariel Moghaddam, vice president of both B&B Systems and Funko’s “This is Fine” Pop! Vinyl became a symbol of 2020.

Mighty Mojo, the company experienced an unexpected duality in its business — the first hints of which emerged when Mighty Mojo’s product samples didn’t arrive in time for TFNY following factory shutdowns in China.

“When the pandemic hit, we were in a great place on the distribution side because we suddenly had overstock to shop from,” Moghaddam says. “The supply chain issues created excess product that no one expected, and major companies were eager to have a partner to help take some of that product, and, in turn, take some of the pressure off.”

B&B shifted focus to the spike in the overstock business while nearly all of Mighty Mojo’s initial product offerings were pushed into 2021, including licensed party-in-a-box, pool inflatables, watches, and puzzles branded under Etch A Sketch, Tetris, and more.

A BIG YEAR FOR CLASSIC PLAY AND MODERN ENTERTAINMENT Perhaps the most welcome side effect of the pandemic is that families had the chance to spend more time together than ever before.

“There was a moment in time when people would debate if toys were relevant anymore because of the dialogue that kids were having with their digital games and screens,” Dickson says. “I think the COVID-19 experience has returned the value that people place on

traditional toy play and the importance of unlocking imaginations through what we do as an industry.”

According to The NPD Group, traditional play categories spiked last year as the toy industry bucked the odds and experienced a record 16% sales growth.

Even with a lack of theatrical movie releases and a shift to streaming entertainment that tossed licensing agreements and timelines to the wayside, the ability to rebound was remarkable.

“Our evergreen properties continue to be a huge part of our business,” Mariotti says. “We’re fortunate that we’ve been able to maximize on the popularity of all of the new streaming content between Netflix, Disney+, Amazon, etc.”

AN OPTIMISTIC FUTURE WITH RESPECT FOR THE PAST There will be no looking back on 2020 with rose-colored glasses, as even companies who were labeled as successful faced tough times. Both Funko and Mattel joined many in the industry in making painful decisions that led to furloughs and layoffs along the way. But now, approaching the end of the first quarter of a new year, the hiring process has begun again as the business evolves.

Dickson notes that outside of the walls of Mattel, the industry at large made great strides in adapting to a new normal that isn’t here yet and may not be for some time.

“Other companies that have a strong foundation of why they exist pivoted very quickly,” Dickson says. “I believe that the toy industry as a whole did a great job for our consumers and retailers in driving toys to be recognized as a very important category for families.” » James Zahn, best-known as The Rock Father, is a senior editor of the Toy Book, 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, Forbes, MarketWatch, and The Washington Post, and has appeared on Yahoo! Finance, NBC, ABC, FOX, CNN, GCTN, WGN, and more. Connect with him on LinkedIn or follow him @therockfather on other social networks.

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Traditional toys get a touch of tech at this year’s virtual show.

by JACKIE CUCCO, senior editor FROM REMOTE LEARNING TO VIRTUAL events, some of the biggest advancements to come out of the past year have been the major innovations in technology. The Consumer Technology Association (CTA) took the opportunity to shine, hosting the first fully digital Consumer Electronics Show (CES) from Jan. 11-14.

Usually held in person in Las Vegas, the world’s largest trade show for technology and innovation evolved with the times to virtually connect exhibitors, consumers, tech gurus, celebrities, and media from around the world.

Toys are pushing the boundaries of innovation and several manufacturers made themselves known with product showcases on the digital CES show floor.

There may be an onset of new digital and tech toys like flashy STEM robots and futuristic machine-building kits, but that doesn’t mean the demand for traditional toys has dissipated. Many manufacturers at this year’s show took classic toys, such as board games and globes, and gave

them a boost with tech updates to make traditional play more cutting edge.

Board games have skyrocketed in popularity last year, lending families a lifeline during pandemic lockdowns to keep kids busy and entertained. Tacto is a line of board games from Playshifu that blends digital gameplay with real game pieces.

Each set includes two frames that users can place on the sides of a tablet (not included) to turn their device into a gameboard. Players select a game in the Tacto app and then use the tangible game pieces or figurines to play the game on the screen. There are multiplayer strategy games and chess, as well as single-player coding and laser obstacle games. The gameplay becomes multidimensional as the content changes and interacts with players, but still feels like a traditional board game as opposed to a video game because of the tangible pieces.

Biino from Little Lot has a similar concept, featuring colorful, pillowy fabric shapes that kids can place into slots on a

Bookinou from Pimely Sas

wooden platform to play corresponding games on a tablet. It has all the charm of a traditional wooden toy with the added digital element. Kids aren’t just placing shapes into slots — they are moving through different stories and adventures.

Players can also opt to go screen-free by following the LED lights and sound effects without the tablet.

As more families make the move to remote learning and homeschooling during the pandemic, classroom staples and long-established educational toys are getting a modern reboot as well. Playshifu’s Orboot takes something as simple as a globe and adds augmented reality to help kids travel through space and time.

There are three globes — Earth, a dinosaur-ridden Earth, and Mars — that users can view through a tablet or smartphone to access interactive features, trivia, quizzes, scavenger hunts, and more. Manufacturers can add even more educational value to toys with a touch of tech.

Bookinou from Pimely Sas is a new kind of reading tool for kids. This screenfree storyteller device is so much more than an audio book player: It reads books to kids in the recorded voice of a loved one, which personalizes the learning-toread experience. Parents and grandparents can record any book of their choosing using the mobile app, then connect their story to a physical sticker to place on the book. Bookinou will recognize the sticker and play the story while kids learn to read along. The product is timely as well, giving friends and relatives a bonding experience through storytime when they might not be able to get together in person.

Companies will continue to hook kids in with elaborate devices, but sometimes all they need is a balanced mix of tech and tradition. Toys can still push the boundaries of innovation even while remaining down-to-earth. »

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CHANGING THE GAME

THE GAMING INDUSTRY JUST PRESSED RESTART The next generation of video games is here. Now what?

by VICTOR LUCAS, creator and host, “The Electric Playground” LAST NOVEMBER, WHILE THE WORLD was navigating through the worst pandemic in a century, the ignition switch was turned on for a brand new generation of interactive entertainment. Sony and Microsoft launched the PlayStation 5 (PS5) and Xbox Series consoles, respectively, jointly determining a new acceptable threshold for state-of-the-art hardware in the video game industry.

While aesthetically and externally distinct from each other, and launched with wholly unique business philosophies, the competing consoles are eerily similar on the inside. They both feature extremely fast storage for game content, blazingly efficient processor performance, and, expectedly, graphics capabilities designed to take breath away from every modern gamer.

THE FUTURE OF GAMES, LIKE ALL ENTERTAINMENT, IS SUBSCRIPTION Notably, Microsoft launched its systems without a “killer app” exclusive title, due to a delay of the highly anticipated Halo Infinite. Instead, Microsoft leaned into a vast catalog of software available through its Game Pass subscription service — think, the closest thing to “Netflix for video games” currently on the market.

Meanwhile, Sony, coming off of one of its strongest years ever with massive PlayStation 4 hits like The Last of Us Part II and Ghost of Tsushima, launched the PS5 with one exclusive to the console, a state-of-the-art upgraded remake of the highly regarded role-playing game Demon’s Souls. Additionally, Sony served up a couple of upgraded, PlayStation-exclusive, cross-generational titles (PS4 and PS5): The sublime Marvel’s Spider-Man: Miles Morales and the family-friendly Sackboy: A Big Adventure.

Like Microsoft, Sony has a game subscription service as well, called PlayStation Now, and the company is hinting at massive upgrades to its offerings soon.

YOU WANT ONE, BUT CAN YOU FIND ONE? Thanks to sophisticated scalpers and 2020’s understandable manufacturing and retail constraints, neither the PS5 nor the Xbox Series X or S have been easy for consumers to find.

Additionally, these complex systems have been plagued by firmware and hardware bugs and idiosyncrasies that are still being worked out.

However, for those who were lucky enough to have found one of these magical unicorns, gaming has been golden.

Titles load up incredibly fast now. Massive open worlds, like the beautiful Assassin’s Creed: Valhalla and the stunning Miles Morales game, are rendered in rich, lustrous detail, and the action runs at a very smooth 60 frames per second, which adds a layer of photo-realism that console players have only dreamed of previously.

Other technologies abound, like real-time ray tracing, adds color, shadow, and reflection fidelity that vastly improves the immersion into a scene. Or perhaps even more impressive is that some games, such as Activision’s Call of Duty Black Ops: Cold War, can run at up to 120 frames per second on a compatible TV. So, the fun machines are here. They are real. They are out in the wild, the players are logged in, and the games are being consumed.

WHAT NOW? Well, the first step is for software developers to distance our modern interactive experiences from what we played in the last generation. No one wants to play a PS5 game that feels like a PS4 game. We do, however, want to be able to play our PS4 games on our PS5s, but that’s a topic for another column.

Conversely, as proven by the disas-

Left to right: Sony’s PlayStation 5 and Microsoft’s Xbox Series consoles

trous launch of CD Projekt SA’s highly anticipated Cyberpunk 2077, it’s already time for gamemakers and the console manufacturers to drop support for the PS4 and the Xbox One — two machines that began their moment in the sun way back in the ancient times of 2013.

Cyberpunk 2077 was a cross-generational launch. The game was meant to be playable on both the PS4 and PS5, as well as Xbox One and Xbox Series consoles, but instead it was released buggy, broken, unfinished, and virtually unplayable — all of which has led to a class-action lawsuit against CD Projekt SA and potentially irreparable damage to the once esteemed gamemaker’s reputation.

What we know now after a few months of PS5/Xbox Series game time is that it’s not enough to look next-gen, the games from now on have to feel nextgen, too. Those incredibly fast solid-state drives in our fancy new Xboxes and PS5s can do more than just load a game quickly. They can make us feel like the vast, superbly detailed, wide-open game worlds stretch on forever and exist without the lengthy elevator or massive door opening sequences that used to hide a new portion of the environment loading in.

The smoke and mirrors that developers utilized to get a big, 3D game to work on previous hardware is something that new console owners won’t have to think about. Look no further than developer Insomniac Games’ next act on the PS5: Ratchet & Clank: Rift Apart. This is a shining example of what is possible with

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Sony’s custom-made, solid-state drive.

In the upcoming game, whole worlds — not just similar looking levels — load up in the blink of an eye as characters zip through dimensional portals to enter and exit one realm, and then another, and another, and another. It’s astonishing.

BUT THIS IS JUST THE BEGINNING Not surprisingly, Ratchet & Clank: Rift Apart looks like an early-days technology showcase for Sony’s new hardware, a game system that also includes a slick new controller with a battery of tiny motors focused on providing tactile sensations and precision like never before.

On the new Xbox machines, we can look forward to similar transportive experiences, but with the added benefit of being able to switch between and load right back into games that we’ve got onthe-go within seconds. It’s a feature that Xbox calls Quick Resume.

So, yes, the emphasis right now is on the power of those fast storage drives.

The faster frame rates and the vastly improved visuals are not the big stories of this generation — at least not right now. What is impressing players and gamemakers alike is that the time barrier to enter the wild imaginings of game creators is shorter than ever before. With a literal snap of the fingers, we’ll escape to a different planet, a different time, and a different state of mind. Now, it’s with a promise that our game-playing futures will also stretch on in directions we thought were impossible just six months ago.

But what about those games that came out just a few short months ago?

Those “game of the year” type games?

The Last of Us Part II, Final Fantasy VII Remake, Ghost of Tsushima, Hades, and even Marvel’s Spider-Man: Miles Morales, for example. We could play all of those games on our “old” systems. Why aren’t the new games on our new expensive and hardto-find consoles better than those games? Well, the short answer is time,

and the long answer is 2020. By the end of 2021, we’ll have an excellent look at the full potential of these new game platforms and it’ll be just as video games start to crest a new level of pop culture prominence.

HOLLYWOOD IS COMING FOR VIDEO GAMES, AND THIS TIME, EVERYBODY’S READY For the time being, however, the bar has been set. Arguably one of the most powerful and beautiful games of the previous generation, The Last of Us Part II, which ushered in a fidelity and a consistency for interactive storytelling that we had never seen before, will end up being against which Sony, and presumably, the rest of the game-making community, are judged. The organic animations, the subtlety of performance, the emotional nuance, and the narrative risk-taking all propelled The Last of Us Part II to multiple awards for the best game of 2020. Some will call it the finest product the video game medium has crafted. So finely crafted, in fact, that it calls into question the need for movie or TV adaptations of today’s best video games. Still, a Last of Us TV series is in production with HBO. Once again, Hollywood is coming for our video games, but the difference is that this time it’s going to work. Witness the success of the Sonic the Hedgehog movie last year, or the expectation for the Uncharted film, starring Tom Holland and Mark Wahlberg. Netflix has several video game adaptations in the works and is already thrilled with the success of its series based on The Witcher.

Movie stars are going to be avatars

more than ever before. The beginning of a blurring of interactive and passive entertainment is going to be a massive part of what we witness and consume in this new console generation. We can already see that taking shape in The Mandalorian, a show with video game art functioning as a transportive set design.

PRESS START FOR NEXT-GEN The ending of the PS4/Xbox One era of video game entertainment is where we begin. Now, we look to developers to harness the power of these new gaming systems (and competing graphic cards on the PC, plus whatever Nintendo is cooking up for the successor to the Nintendo Switch), and show us how we will care more about the characters and locations we’ll spend time with in the games of the future.

Video games have delivered so many indelible moments and memories already.

It is an art form that invites creative expression from the participant, allowing the player to become a part of the narrative work like no other form of communication.

And now, with gaming hardware almost powerful enough to replicate what it’s like to look at the world around us through the camera apps on our smartphones, we’re on the precipice of profoundly emotional, interactive storytelling.

Millions of people around the world already deeply care about the entertainment engineered by the video game industry. My prediction is that by the end of this console generation, it will be billions. » Creator and host of “The Electric Playground,” Victor Lucas is an Emmy-winning video game television pioneer. “The Electric Playground” hit the airwaves in 1997 and became a daily TV series with viewers worldwide since 2008. Lucas has produced several other TV series, including “Reviews on the Run,” and also partnered with game publishers to produce documentaries for several AAA franchises like Tomb Raider, Metal Gear Solid, Fallout, and Batman: Arkham. Follow Victor’s work at EPN.tv and youtube.com/EPNtv

Insomniac Games’ Marvel’s Spider-Man: Miles Morales

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BACKSTORY

Welcome to the

NEW CLASS A trio of classic toys enters the National Toy Hall of Fame.

by JAMES ZAHN, senior editor ON THE BANKS OF LAKE ONTARIO in Rochester, New York, a colorful testament to the power and importance of having fun stands. Within the walls of The Strong National Museum of Play, kids and families explore and learn while engaging with the world’s largest and most extensive collection of toys and historical elements related to the driving force behind the toy industry: play.

“The Strong strives to have the most comprehensive aggregation of toys, dolls, games, video games, and other electronic games,” says Michelle Parnett-Dwyer, curator at the toy museum “Individually and collectively, it’s important that they reflect the events, trends, and cultural values of various times from which they came. It’s also important to stay cognizant of current trends and new playthings in the market.”

The National Toy Hall of Fame is housed within The Strong’s ever-expanding collection. The Hall was founded in 1998 at A.C. Gilbert’s Discovery Village in Salem, Oregon. It was originally a collection within a museum inspired by inventor Alfred Carlton Gilbert, creator of the Erector set and co-founder of the Toy Manufacturers Association, better known today as The Toy Association. In 2002, The Strong acquired the Hall and continues to build upon it with yearly inductions of timeless toys and games that

are celebrated with year-long exhibitions.

Curators at The Strong seek finalists based on four key criteria: icon status, longevity, discovery, and innovation.

These factors make for a collection of toys and games that are widely remembered as more than just passing fads, and foster learning and creativity through play. Toys that have been recognized as true innovators that made a huge impact in play or toy design may be inducted

Christopher Bensch, the Hall of Fame received nearly 3,000 nominations for almost 700 different toys in 2020.

“During the review of the public nominations, The Strong’s curators and historians have the opportunity to suggest the names of other toys that, while culturally significant, might not have received the same degree of popular attention or awareness,” Bensch says.

“Once the finalists are determined, they go to a National Selection Advisory Committee for Baby Nancy, Sidewalk Chalk, and Jenga faced off against nearly 700 toys to enter weighted ranking. The the National Toy Hall of Fame. public can also vote, and All photos courtesy of The Strong. their collective vote counts as one ballot equal to that of another judge.”

THE NEW CLASS

Baby Nancy, Jenga, and sidewalk chalk joined the ranks among a total of 74 iconic playthings that have been inducted into the Hall of Fame since 1998. The trio edged out other icons, including the game of bingo, Breyer Horses, Lite-Brite, Masters of the Universe, My Little Pony, Risk, Sorry!, Tamagotchi, and Yahtzee.

based on that alone. In some cases, a “toy” may not even be a traditional toy at all. With that in mind, the cardboard box, stick, and blanket are official members of the Hall of Fame, and the smartphone and bubble wrap raised eyebrows as finalists a couple of years ago.

According to The Strong’s Vice President for Collections and Chief Curator

BABY NANCY Following the Los Angeles Watts Riots, a community organization called Operation Bootstrap Inc. launched Shindana Toys in 1968 as part of its efforts to create opportunities for residents of a poverty-stricken South Los Angeles neighborhood. With backing from Chase

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Manhattan Bank, Mattel, and Sears Roebuck & Co., among others, the company launched Baby Nancy as the first toy in a lineup meant to “reflect Black pride, Black talent, and most of all, Black enterprise,” according to The Strong. By Thanksgiving, the doll was a hit in LA, and by Christmas, Baby Nancy was available at select retailers across the country.

The doll made its debut at the 1969 North American International Toy Fair and soon made its way to shelves at retailers Baby Nancy including Sears, J.C. Penney, Woolworth, and Montgomery Wards.

While the doll was revolutionary in being the first Black doll sold across the U.S., The Strong notes that Mattel’s investment may not have been entirely altruistic as “some speculate that Mattel used Shindana as an idea incubator for how to reach Black consumers and had the power to pull its products off the shelves when the company was ready to release its own set of Black dolls.”

A widely circulated advertisement from Chase featured Shindana employees under a headline reading, “With our help these dolls are making a profit for these guys in Watts,” along with a closing statement reading: “A good motive for change is the profit motive.”

“Baby Nancy had never been a nominee prior to 2020,” Bensch says.

My Little Pony Applejack

MISSING IN ACTION

While The Strong plays host to an epic toy collection, the National Toy Hall of Fame itself contains some glaring omissions, several of which are repeat nominees that just never seem to cross the finish line.

“In the 2020 list of finalists, My Little Pony held the honor of being a six-time finalist without yet earning a spot in the Hall of Fame,” says Chief

“The issues related to racial equity that received attention in the past year helped emphasize her importance as a breakthrough Black doll and a groundbreaking product for an increasingly diverse group of toys that have gradually reached the market in the years since her introduction in 1968.”

The success of Baby Nancy led to the debut of other lines with more representation, including the Barbie-esque Career Girl Wanda, Slade Super Agent, and licensed dolls and games based on Jimmie Walker, Julius “Dr. J” Erving, Diana Ross, and more.

Shindana Toys closed in 1983, but its legacy lives on.

JENGA Jenga launched in early 1982 as a creation from Leslie Scott, who found inspiration in the wooden blocks that she played with as a kid growing up in Africa.

The classic set of 54 precision wooden blocks didn’t seem like a sure-fire hit at first, debuting at London’s Harrod’s department store at a time when, as Scott recalled to The Strong, “computer games were just taking off, and everyone thought the board game was dead.”

Some short stints with companies such as Irwin and Schaper toys led Jenga to Milton Bradley, which ramped up

Battle Armor He-Man and She-Ra

Curator Christopher Bensch. ”Prior to that, Magic 8 Ball was a finalist seven times before finally earning its place in the Hall.”

For Transformers, there may be “More Than Meets the Eye,” but you won’t find Optimus Prime or Megatron parked anywhere in the Hall, nor will you find Applejack, Twilight Sparkle, or any My Little Pony characters.

The iconic Fisher-Price Corn Popper has been vying for a spot since at

marketing by leaning into the suspenseful nature of stacking the blocks high while hoping that the next piece to be removed wouldn’t make it fall.

Nearly 40 years later, Jenga is a globally recognized icon that has been reproduced in giant and miniature forms and has been issued in licensed versions countless times over. Nearly 400,000 fans follow the brand on Facebook, where the brand stays current in front of players new and old.

According to Hasbro, Jenga has been sold in more than 117 countries around the world.

SIDEWALK CHALK Bensch has been rooting for sidewalk chalk since it first appeared as a finalist back in 2016. The simple art supply with roots in the Paleolithic era has been a staple of play for as long as anyone can remember. It’s a true classic.

“There are few limits to what kids can do with chalk,” says Bensch. “Every sidewalk square, patio, and driveway holds the potential for a work of art, a winning game of strategy and cleverness, or a demonstration of physical agility, poise, and balance.”

Nominations for the 2021 class are now open at toyhalloffame.org. Finalists will be revealed later this year. »

Fisher-Price Corn Popper

least 2012, and Lite-Brite has been on the ballot several times since at least 2010. Similarly, the Teenage Mutant Ninja Turtles and the Hess Toy Truck are still waiting for parking spots.

According to Bensch, “There’s no limit to the number of times that a toy or game can be one of the finalists for the National Toy Hall of Fame without being inducted.”

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WELCOME TO THE POP QUIZ, a test of your toy smarts that will make you wrack your brain and realize how big of a role toys play in our lives. In honor of the Toy Book’s traditional February toy preview issue, let’s talk about some of the most iconic toy brands. Pencils ready? GO!

1. WHEN TOY FAIR NEW YORK DEBUTED IN FEBRUARY 1903, IT FEATURED LESS THAN 10 TOY COMPANIES. IN 2020, THE 117TH ANNUAL SHOW ATTRACTED TENS OF THOUSANDS OF TOYMAKERS FROM APPROXIMATELY 100 COUNTRIES. TOY FAIR HAS WEATHERED BLIZZARDS, RAIN, HEAT WAVES, AND MORE, BUT WAS ONLY CANCELED ONCE: WHAT YEAR WAS IT CANCELED, AND WHY?

3. THE WALT DISNEY CO. TURNS 100 IN 2021. ALWAYS INNOVATIVE, WALT DISNEY TURNED GRIMM’S SNOW WHITE STORY INTO A MOVIE IN 1937, MAKING IT THE FIRST ANIMATED FEATURE TO BE PRODUCED IN ENGLISH AND IN TECHNICOLOR. WHO CAN FORGET THE LINE “MIRROR, MIRROR, ON THE WALL, WHO’S THE FAIREST OF THEM ALL?” BUT CAN YOU ALSO NAME EACH OF SNOW WHITE’S SEVEN DWARVES?

4. THE POKÉMON CO. IS CELEBRATING ITS 25TH ANNIVERSARY! CREATED BY SATOSHI TAJIRI, WHO ORIGINALLY GOT THE IDEA FROM COLLECTING BUGS, POKÉMON IS THE SECOND BESTSELLING VIDEO GAME FRANCHISE. ON WHAT CONSOLE WAS POKÉMON INITIALLY RELEASED? A. NINTENDO ENTERTAINMENT SYSTEM B. NINTENDO 64 C. NINTENDO GAME BOY

6. IN 1952, WHAT WAS THE FIRST TOY ADVERTISED ON TV?

7. INVENTED AND DEVELOPED BY AMERICAN NAVAL ENGINEER RICHARD T. JAMES IN 1943, SLINKY WAS INDUCTED INTO THE NATIONAL TOY HALL OF FAME IN 2000, BUT IS MORE THAN A TOY. IT HAS BEEN USED IN CLASSROOMS AS A TEACHING TOOL, DURING WARTIME AS A RADIO ANTENNA, AND IN PHYSICS EXPERIMENTS WITH NASA. THE ORIGINAL BOXED SLINKY WAS 2 INCHES LONG, ACCORDING TO THE STRONG MUSEUM. HOW MUCH WIRE DID IT TAKE TO MAKE THAT FAMOUS COIL? A. 37.5 FEET

2. INVENTED BY RUTH HANDLER AND NAMED AFTER HER DAUGHTER, MATTEL’S ICONIC BARBIE DOLL MADE HER TOY FAIR DEBUT IN 1959, BUT BARBIE’S BOYFRIEND, KEN, DIDN’T MAKE AN APPEARANCE UNTIL 1961.

WHO IS KEN NAMED AFTER?

5. MONOPOLY, TURNING 85 THIS YEAR, HAS BEEN PLAYED BY MORE THAN 1 BILLION PEOPLE. IN THE ORIGINAL GAME, WHAT IS THE MOST EXPENSIVE PROPERTY AND WHAT COLOR IS IT?

B. 52 FEET C. 80 FEET D. 91 FEET

Answer key: 1. 1945. Troops returning home from WWII through New York City — even before victory was declared — required the use of hotels. 2. Ruth Handler’s son 3. Doc, Grumpy, Happy, Sleepy, Dopey, Bashful, and Sneezy 4. C. Nintendo Game Boy 5. Boardwalk (royal blue) 6. Mr. Potato Head 7. C. 80 feet

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The Toy Insider runs in the November issue of Parents magazine. Parents readers purchased nearly 36 MILLION toys and games in 2019 — that’s nearly $1.3 BILLION worth of products.

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OUTSIDE THE BOX

Retro toys make a comeback in legacy brand packaging.

by TED MININNI, president and creative director, Design Force I’VE BEEN IN THE TOY INDUSTRY FOR a very long time — so long, in fact, that I’m often referred to by my colleagues as an old-school industry guy. It’s a term of endearment, for sure, but hearing it does make me think back to the early days of my career, way before I started my own design agency.

I worked at Larami Corp., where I designed the original Super Soaker packaging. And when I lived in Rhode Island for a full-time gig at Hasbro, I designed packaging for G.I. Joe action figures and vehicles. Lately, though, it isn’t simply a conversation with an old toy industry friend that causes the reminiscing — it’s also the fact that so many legacy brands are bringing back their original product lines in just about every toy category.

What makes these products so appealing to consumers that toy manufacturers are reintroducing them to today’s marketplace? I think it’s because we’re addicted to nostalgia. It’s something that affects us all in the same way. We think

back to wonderful moments from our past with fondness.

We remember a time when there was much less weight on our shoulders — when we had fewer responsibilities and no real fear of the unknown. Reliving these moments is safe and comfortable because we’ve experienced them already. It’s this familiarity that brings us a warm, fuzzy feeling and a sense of pure joy — and the same goes for packaging.

These legacy toy brands are nostalgic triggers, especially when they’re reintroduced to the market in their original packaging that’s so familiar to consumers.

Both the packaging and the products inside are snapshots that call to mind specific moments from our past, and they were positive moments because we were in a state of fantasy and play. Who doesn’t want to experience that feeling again?

One of my favorite entertainment franchises is Star Wars. I was 12 years old when A New Hope debuted in theaters, and, like many others, I’ve been hooked ever since. I’m also known to collect a few Star Wars action figures (if not for the products, then certainly for the package design), like the Disney Store Elite Series die-cast figures, Hasbro’s The Black Series figures, and a handful of Hot Toys 1:6-scale figures. But, none of them took me back to the excitement I felt in the late ‘70s than Hasbro’s new Star Wars Retro Collection action figures.

Announced at New York Toy Fair 2019, the Retro Collection brings back the original Kenner Star Wars 3.75-inch figures, which look almost exactly the

same as they did when they were initially released, except for the additional detail that Hasbro captured using modern techniques. What I love most about the Retro Collection is the package design, which Hasbro recreated to look like the original Kenner packaging from 1978. The familiar black background and “airbrushed,” radius-cornered, double raceway architecture that originates from the Star Wars logo and surrounds the product and character image provides the ultimate smack of nostalgia. Hasbro even added a distressed texture along the edges and folds of each package to suggest that the boxes authentically aged. The Retro Collection is still going strong with the release of The Empire Strikes Back-inspired figures early last year.

While Hasbro led the way by reintroducing classic action figures in retro packaging, Mattel recently took us back to 1983 with the release of its He-Man and The Masters of the Universe product line. The figures are almost exact replicas of the originals, although they appear to be slightly larger, making them very close to the modern, 6-inch standard. Mattel nailed the look of the vintage packaging with last year’s reintroduction, featuring

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INDUSTRY MARKETPLACE the large Masters of the Universe logo across the top of the blister card, and the red rock explosion covering the remainder of the card background. Even the font used for the product name and descriptive text beneath it is a perfect match.

Clearly, the aforementioned examples are geared toward the adult collector. But, many toys and games from 30-60 years ago are making a comeback in retro packaging to appeal to parents as well. During the COVID-19 pandemic, parents have been drawn to the simpler, familiar products that they’ve always known. Perhaps these toys and games from their past provide a sense of nurture and comfort they want for their families.

Classic board games, such as Hasbro’s Candyland, Monopoly, Scrabble, and Battleship, are all available at Target in packaging that reflects their original designs, aside from a snipe in the upper right corner that designates these products as part of the Hasbro Gaming Retro Series. The connection to our past is instantaneous when we see these familiar designs. It’s difficult for parents who grew up on these games to resist purchasing them for some fun family time.

Another game from a simpler time is the Rock ‘Em Sock ‘Em Robots, originally released in 1964 by the Marx Toy Co. Designed by Marvin Glass and Associates, this game enjoyed quite a bit of success, and even became a pop culture phenomenon.

You can now get a new version from Mattel Games after the company rereleased it with “retro-style” branding that features original art seen on the Marx Toy Co. packaging.

Speaking of pop culture phenoms, I was so pleased to learn that the Evel Knievel Stunt Cycle, which was originally released in 1973 by Ideal Toy Co., was reintroduced to the marketplace

by California Creations last year using the original product molds. One of my childhood favorites, this amazing toy featured a poseable action figure of Evel Knievel and his authentically styled stunt bike. The action figure and bike were attached to a plastic base, revved up by hand using a plastic crank, then launched into action. The new packaging isn’t an exact replica of the original. However, it does still feature the original Evel Knievel logo and Stunt Cycle type treatment, as well as the diagonal speed lines background. If my kids fit the appropriate age group, I would share the backstory of the world-famous daredevil, then show them how much fun you can have recreating the excitement of his dangerous jumps and harrowing crashes with a simple homemade ramp or two.

Whether it’s the difficult-to-resist appeal of nostalgia, the anxiety-inducing effects of a global pandemic, or simply an interest in getting kids to disconnect from their electronic devices for some open-ended, unstructured play, the old-school classics are sparking an interest in parents and collectors alike. Clearly, the best way to capture their hearts and minds is through revisiting the package design visuals that they remember so well. » Ted Mininni is president and creative director of Design Force, one of the leading design consultancies in the toy and entertainment industries. Through the disciplines of package design and licensing program design, Design Force establishes strong emotional connections with consumers, creating powerful visual brand experiences that engage, excite, entertain, inspire, and influence their decision to buy. Mininni can be reached at (856) 810-2277 or via email at tmininni@designforceinc.com.

Visit designforceinc.com for more information.

To place a classified ad, please contact Bill Reese at 212-575-4510 x2322 or bill@toybook.com.

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SCHOLASTIC GEARS UP FOR CLIFFORD DEBUT

For the upcoming year, Scholastic Entertainment revealed new licences based on literary characters. Clifford the Big Red Dog will debut in his own animated series airing on PBS Kids in the U.S. and the CBC in Canada. Master toy licensee Toy Island will introduce more than 15 new products for kids, including Clifford electronic plush, inflatables, and stationery items. Additional products will be available from toy manufacturers Trendmasters, Warren Industries, Applause, Rubie’s Costume Co., and others.

Kids can embellish two trendy bags with the Denim Duo set from Faber-Castell. Kids can decorate the pre-sewn bags with an assortment of beaded trims, pompom fringe, and butterfly appliques, and use the smaller bag with a velcro closure for keys, coins, and lip gloss.

Patch Products debuted a new collection of games celebrating the boy band craze, including the Backstreet Boys Around the World Game, in which fans show what they know about songs, lyrics, and dance moves.

FOLKMANIS CELEBRATES 25TH ANNIVERSARY

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Arthur licensees will be coming out with a number of products for Toy Fair 2001, including the Learning Company’s Sony Playstation title Arthur Ready to Race and two new Sony Wonder videos.

DISCOVER FUN WITH THE CROCODILE HUNTER

A film will be released for Animal Planet’s The Crocodile Hunter this summer. The film will be made for families with kids ages 3 and up, just like the show. Discovery Communications says it will work with its excisting licencees for new products based on the movie, some of which include N2 Toys, Hasbro, and DSI.

Dragon Tales Keep on Trying and Dragon Tales: Let’s Play Together are scheduled to debut in March from Columbia Tri-Star Home Video.

Each video contains three animated fantasy adventures in English and Spanish. Kids can learn about social skills, confidence, and more.

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This year, Folkmanis will celebrate 25 years of making innovative and creative puppet designs.

Folkmanis puppets come in all different sizes, types, and styles ranging from 2 to 30 inches, including finger, two-handed, rod, and gloved puppets; marrionettes; and more.

“Our puppets have continued to captivate kids and adults for 25 years,” says Judy Folkmanis, co-founder and creative leader. “The joy that we see on the faces of the young and young at heart has helped build our reputation with retailers and consumers worldwide.”

DRAGON TALES VIDEOS DEBUT IN MARCH

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FLASHBAC

FEBRUARY 2001

The Blue’s Clues Pail & Shovel Bubble & Sand toy from Little Kids features four Blue’s Clue’s characters: Blue, Slippery Soap, Pail, and Shovel. This pail and shovel can be used as a bubble toy or a sand toy.

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