The Toy Book - September 2022

IN THIS ISSUE

Volume

FEATURES

22 | Facing This Fall’s Challenges

The toy industry looks to balance supply and demand amid nationwide inflation concerns.

26 | Toy Industry Sales Rise

The NPD Group examines toy industry sales trends for the first half of the year.

28 | These Economic Times

Make for a Wild Ride

Business Predictions and Advice for the Toy Industry in Q4 and Beyond

32 | Backstory: LEGO at 90 Building A (Brick) Empire for Kids and Kidults

36 2023 Toy and Game Preview

Get an early look at some of the hot products that will be available next year.

On

CEO

Laurie Schacht laurie@toybook.com

Group Publisher

Jackie Breyer jackie@toybook.com

Incoming Editor-in-Chief James Zahn james@toybook.com

96

On:

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From left to right: Red Velvet Cupcake from Squishable, Moose Ring Toss Sprinkler from BigMouth, Pinkfong Baby Shark Bath Time

by Pinkfong USA, and GeoSafari Jr. Talking Space Explorer from Educational Insights

90 | Foodie Finds in the Toy Aisle

Check out these fun new ways to let kids play with their food.

94 | 40 Years of Phoning Home

Celebrating E.T.’s Anniversary in the Toy Aisle

98 | Wham-O Celebrates the Big 3 in 2023

The iconic outdoor brand gears up for major anniversaries next year.

102 | Welcoming Japanese Inventors

A new movement seeks to engage the toy industry with the world’s second-largest inventor community.

64 2022 Late Holiday Product Launches

Deck your shelves with these new toys and games out in time for the holiday season.

103 | Toying with Freight in 2023

GPI offers insight into how the supply chain is shaping up for the year ahead.

Spin Master’s Baby GUND 100% Recycled Plush will be available in the spring. Browse through more new-for-2023 toys starting on page 36.

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The

Outgoing Editor-in-Chief Maddie Michalik

Senior Editors Madeleine Buckley madeleine@toybook.com

Jackie Cucco jc@toybook.com

Ali Mierzejewski ali@toybook.com

Marissa Silva marissa@toybook.com

Social Media Editor

Nicole Savas nicole@toybook.com

Editorial Assistants

Annabelle Canela annabelle@toybook.com

Hannah Sacks hannah@toybook.com

Art Director Joe Ibraham joe@toybook.com

Junior Designer Elena Sorce elena@toybook.com

Production Director Bill Reese bill@toybook.com

Executive Director of Sales & Marketing James Devin jd@toybook.com

Sales & Marketing Executive Stephanie Infantino stephanie@toybook.com

Controller/Office Manager

Lori Rubin lrubin@adventurepub.com

Media

Member,

Published by Adventure Media and Events LLC

and Events LLC. Editorial and advertising offices are located

and additional mailing offices.

2022 Adventure Media

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means, electronic or mechanical, including photocopy,

from the

Printed in

TURNING TO A NEW CHAPTER IN THE TOY BOOK

by JAMES ZAHN, incoming editor-in-chief

THERE’S A SCENE IN THE MOVIE Major League (1989) in which Lou Brown — played to perfection by the late James Gammon — gets a call asking if he’d like to come manage in the big leagues. “Oh, I don’t know,” Brown says, a hint of reluctant satisfaction in his voice as he tells the caller that he’ll think it over before quickly hanging up and going about his day. It’s a scene that I’ve referenced many times over the years while considering — and ultimately passing on — potential opportunities for the future.

When a call came this summer with an offer to take the helm as editor-in-chief (EIC) of the Toy Book, I did something that I’d never done before: I immediately accepted without hesitation.

I first joined the Adventure Media & Events (AM&E) family in 2016 as a mem ber of the Toy Insider’s parent advisory board. Following two years of contract work contributing features spanning toys and pop culture across the full range of AM&E publications, a call came in with the opportunity to join the company full time. Yes, I did have to do “the Lou Brown thing” and think it over back then, but in January 2019, I officially assumed the role of senior editor across the Toy Book, the Toy Insider, and the Pop Insider. Last year, I stepped into the newly created role of deputy editor of the Toy Book, a gig that I have loved from the start.

It’s a bit poetic that this issue represents a transitional period — a time of change as summer turns to fall and new opportunities loom on the horizon alongside a reset of the calendar followed by much of the U.S. toy industry.

While we’re sad to see her go, outgoing EIC Maddie Michalik is off to new ad ventures at The Toy Association following an eight-year run with AM&E. During that time, Maddie became the youngest EIC in Toy Book history and was named a Wonder Woman in the Rising Star category by Women in Toys, Licensing & Enter tainment. She and I have worked closely together over the years, guiding content

for a host of issues, including the one that you’re reading right now.

The Toy Association’s 2023 Preview & 2022 Holiday Market is underway at the Dallas Market Center, welcoming the industry back to the Lone Star State for a “last rodeo” of sorts before Toy Fair saddles up and trots toward its new dates in Sept. 2023 at the Javits Center in New York City. With that in mind, our 2023 Preview issue of the Toy Book is jam-packed with an early first look at some new toys and games set to hit stores next year. Turn to page 36 to start browsing our 2023 showcase, and then flip to page 64 to unwrap a look at some late holiday drivers that retailers may want to consider stocking in the fourth quarter.

Milestone anniversaries have been plentiful this year and on page 94 Senior Editor Madeleine Buckley phones home with a look at new toys inspired by the 40th anniversary of Steven Spielberg’s E.T. the Extra-Terrestrial. We also explore 90 years of LEGO in this month’s Backstory beginning on page 32. Additionally, the 50th anniversary of hip-hop is inspiring Dr. Lisa Williams and World of EPI to “Rock the Bells” (and store shelves) with a new range of dolls that you can learn about in our latest Spotlight on page 96.

Of course, we couldn’t do a proper preview issue without breaking out the

crystal ball, and our friends at The NPD Group (pg. 26), Jefferies (pg. 28), and GPI (pg. 103) have done just that with fresh predictions for 2023.

As this issue arrives, the Toy Book team is on the ground in Dallas where we look forward to catching up with many of you for some overdue facetime, a look at a ton of new toys, and probably a plate or two of Texas BBQ enjoyed with some country music in the air.

For nearly 40 years, the Toy Book has been the leading publication dedicated to keeping the toy industry on the #pulseofplay. Over the next few months, you can expect to see the beginning of an evolution as part of our ongoing commitment to providing the absolute best in coverage to the industry at large. From breaking news to exclusive features, insights, commentary, and beyond, the Toy Book has you covered. Let’s rock! »

James Zahn, best-known as The Rock Father, is the incoming editor-in-chief of the Toy Book, and a senior editor of the Toy Insider and the Pop Insider. Frequently called upon for expert commentary on the toy industry, he has been featured in The New York Times and Forbes, and has appeared on Yahoo! Finance, CNBC, the BBC, NBC, ABC, FOX, CNN, and more. Connect with him on LinkedIn or follow him @therockfather.

Incoming Editor-in-Chief James Zahn and Outgoing Editor-in-Chief Maddie Michalik present a panel on specialty retail trends at ASTRA Marketplace & Academy 2022.

AMERICAN GIRL ADDS NEW HISTORICAL CHARACTER, CLAUDIE

Last month, Mattel’s American Girl brand added a new character, Claudie Wells, to its collection of dolls inspired by America’s past.

As with all dolls in the Amer ican Girl historical collection, Claudie will also star in a series of middle-grade novels. They tell her story as a girl growing up in New York City’s Harlem neighbor hood in 1922, during the period of cultural growth now known as the Harlem Renaissance. Mattel tapped author Brit Bennett, a self-proclaimed American Girl fan, to write Claudie’s books.

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MGA ENTERTAINMENT STRIKES SERIES, TOY DEALS

FOR ‘ARMORED SAURUS’

MGA Entertainment has inked a multiyear licensing and content deal with Daewon Media, a South Korean company specializing in character development and animated media. Under the new agreement, MGA will develop, produce, and distribute a new video series based on Daewon’s Armored Saurus series. MGA also holds toy and merchandising rights for the new series.

Armored Saurus, which launched last year in South Korea, follows armored dinosaurs with mechanical powers and their trained pilots who fight against extraterrestrial invaders. MGA plans to reimagine the existing series as 13 half-hour episodes with updated live-action footage, visual effects, and storylines.

According to Daewon Media CEO Dong-Hoon Jung, the global rollout of new toys and licensed merchandise inspired by Armored Saurus is expected to take place in 2024.

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EBAY RELEASES EXCLUSIVE FUNKO COLLECTIBLES

Multinational e-commerce platform eBay has teamed up with pop culture and lifestyle brand Funko to launch a new series of exclusive collectibles sold directly on eBay’s online shopping site. The first exclusive item, which dropped

last month, was a Funko Vinyl Gold Kawhi Leonard figure, limited to 3,000 pieces.

This collaboration follows a recent $263 million investment in Funko by an investor consortium that includes eBay. As part of the investment, eBay became the preferred secondary marketplace for Funko. Additional Funko collectibles will be available exclusively from eBay throughout this year.

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SPIN MASTER ACQUIRES NØRDLIGHT GAME STUDIO

Spin Master has acquired Nørdlight, a Swedish digital game studio. Spin Master initially made a minority investment in Nørdlight last year, as part of its ongoing Spin Master Ventures initiative, which is designed to accelerate the company’s growth by investing in early-stage startups.

The Nørdlight team offers more than 50 years of experience within the mobile games industry. Recently, the team has been evolving the Rubik’s brand and introducing it to the digital space with a casual mobile puzzle game.

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NEW ‘POWER RANGERS: DINO FURY’ EPISODES DEBUT THIS MONTH

The second half of Power Rangers: Dino Fury Season 2 will arrive on Netflix on Sept. 29. Produced by Hasbro’s entertainment studio, eOne, this release will include 11 22-minute episodes.

Hasbro’s toy line inspired by this season includes new Lightning Collection figures, role-play weapons, Zords, and a T. rex-inspired motorcycle called the Dino Fury Cycle.

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DISGUISE RELEASES STRANGER THINGS COSTUMES, MASKS

Disguise, the costume division of Jakks Pacific, is releasing a complete line of costumes and Funko Pop! masks inspired by the fourth season of the Netflix series Stranger Things The costumes will feature options for both kids and adults, depicting characters including Eddie Munson, Argyle, Eleven, Dustin, Lucas, and Hopper.

The costumes will be available this fall at major retailers. The Funko Pop! masks will be available later this fall for a limited time from select retailers.

Claudie riding her scooter Source: Mattel

GET READY FOR TOY SAFETY AWARENESS MONTH

November is all about supporting safety in play.

by KRISTIN MORENCY GOLDMAN, senior advisor, strategic communications, The Toy Association

THE TOY ASSOCIATION’S TOY SAFETY

Awareness Month is set to take place once again this November, as the holiday shopping season gets underway, and the toy community is invited to be a part of the conversation.

Sponsored by The Toy Association and its playsafe.org website, Toy Safety Awareness Month will educate parents and caregivers about safe toy shopping (both online and in stores), age-appropriate toy selection for children, and how to play safely once the gifts are unwrapped.

Toy industry professionals are invited to share the helpful safety tips with consumers on their social media channels, websites, and in stores. A toolkit with the safety theme for each week, sample social media posts, and related assets — including the official logo, an infographic, broll, and more — will be shared with companies next month.

“As we approach the holidays, toys are top-of-mind for parents, grandparents, aunts and uncles, and other caregivers who plan to make the season magical for the kids in their lives,” says Adrienne Appell, executive vice president of marketing communications at The Toy Association. “The timing is also right to remind families of essential safety advice to help ensure playtime is both fun and safe. Following last year’s inaugural Toy Safety Awareness Month, we’re happy to continue the initiative on Nov. 1 and encourage the entire play community to get involved!”

Toy Safety Awareness Month is one component of The Toy Association’s fourth quarter safety activities, which include polling U.S. parents to gauge shifting attitudes about toy safety and sharing information based upon the findings; influencer partnerships; TV and radio interviews on timely safety topics, like the dangers of counterfeit toys lurking online; digital ads; and rapid response to

Using helmets and other protective gear is one way consumers can practice safe play.

Source: stock.adobe.com

non-governmental organization (NGO) “dangerous toy” lists.

“We really kick off the safety conversation in September with proactive messaging to ultimately head off NGOs, who tend to release their sensational and inaccurate reports just before Thanksgiving,” Appell says. “Putting our messaging out there early ensures that we are topof-mind when media see the lists so that they reach out to us for a statement — or even better, so that reporters don’t cover the topic at all. In fact, over the past few years we have seen media coverage of the NGO reports drastically decline, proving that our education efforts have paid off.”

The toy industry is deeply committed to designing, producing, and delivering safe products that comply with more than 100 stringent federal safety standards and tests, but safety is a partnership

shared by businesses and consumers. The Toy Association will continue to drive the safety conversation, ensure families are getting the safety information they need, and act as a credible resource for media outlets covering toys, play, and safety.

For more information about The Toy Association’s year-round activities, or to get involved in Toy Safety Awareness Month, contact Kristin Morency Goldman (kmorency@toyassociation.org). »

As The Toy Association’s senior advisor of strategic communications, Kristin Morency Goldman keeps members of the toy community apprised of the latest global developments in toy trends, safety, retail, marketplace events, international trade, market research, and other topics impacting the business of toys and youth entertainment. She holds a master’s degree in media, culture, and communications from NYU.

THE IN-STORE EXPERIENCE

How Specialty Retailers Can Connect with Families This Holiday Season

by SUE WARFIELD, president, American Specialty Toy Retailing Association

SPECIALTY RETAILERS ACROSS THE country offer so many individualized options for the families that shop at their stores. Gift wrapping, knowing what works for kids at different stages of their development, and working one-on-one with the parents and other caregivers to find the right gift are just a few of the everyday things that ASTRA member retailers do for their customers. But when the holiday season rolls around, they dial up the customization and individualization a few more notches, knowing that the competition gets fierce.

Perfectly timed with the holiday shopping season, ASTRA’s annual Neighborhood Toy Store Day is becoming Neighborhood Toy Store Month. Every Saturday in November, participating retailers nationwide will focus on a specific theme and offer in-store giveaways and hands-on activities to encourage families to engage and connect with their local stores and communities. These stores will provide so many people with truly magical holiday experiences.

Ahead of this awesome promotion, we asked two of our retailers what specific plans they are looking to put into action to connect with their customers during the upcoming fourth quarter.

KATE TANNER • KIDSTOP TOYS AND BOOKS • SCOTTSDALE, AZ

“I am considering doing ‘private shops’ with Santa’s helpers. Five times a week, five families will get a private shopping experience with one of our toy experts either before opening or at closing. To be in a toy store when the lights are being turned on is so cool. It’s almost like you are a very special friend that gets to be in the store on your own! It happened last summer one morning and it was so magical. The parents spent entirely too much money, but they said the experience was priceless. We are also going to offer gift registries online during this time, so kids can share their lists with Santa and relatives.”

Tanner is also working with local restaurants in Scottsdale to make Kidstop’s holiday catalog available via a QR code as an interesting pop-up piece to place on tables, which will keep kids entertained while patrons are waiting for their food.

marketing and/or ideas that we come up with help lead to better sales.”

‘TIS THE SEASON TO MAKE MEMORIES

Both of these specialty toy stores are thinking outside the box to provide their customers with unique in-store experiences they won’t find anywhere else throughout the holiday season. And few things say “holiday fun” more than holiday decorations. To celebrate all the hard work ASTRA member retail store members put into their holiday efforts, ASTRA will once again host the Holiday Decorating Contest.

BRICE ELVINGTON • TOY SHOP FLORENCE • FLORENCE, SC

“We are building an entirely new store that is designed to be an experience instead of just a retail store that has outgrown its space. It will be more than twice the size of our current store, and we are cutting 75% of the lines we carry so that when we open, we will only be featuring the lines that are truly the best for specialty. By cutting the lines to those that are best for us, we feel those manufacturers will partner with us to not just sell their products, but to also allow customers to experience them with in-store demos, play day and craft kits, giveaways, large signage, etc. We want customers to not just shop, but to spend time hanging out in the store or letting it serve as a meeting place for friends to come play together, too. We will create an event room designed to host in-store events that will be open to the public. We also want to use the profits we make in the store to help other families in our community. Our long-term vision is to use our store, social media channels, and profits to make the lives of children better by encouraging the companies behind the lines we carry to also support children in their communities if any of our

We ask our retailers to simply send us pictures of their best 2022 holiday window or store displays by Dec. 10, and the top three displays will win a gift card. ASTRA will assemble a panel of kids to judge the displays via Zoom, because afterall, no one loves toys more than kids!

The panel of kids will judge the windows or in-store displays based on the following criteria: Does it catch your eye so that you would stop and look? Does it make you want to go inside the store? Does it make you smile and get into the holiday spirit?

So many of us have such vivid memories from our childhood of store windows and displays that captured the true spirit of the holiday season. The windows drew us in and the in-store displays left us with a sense of wonder and excitement for the season. Great products we may forget; great experiences we do not. Here’s to all our independent retailers who work hard to make memories that last! »

Sue Warfield, president of the American Specialty Toy Retailing Association (ASTRA), has more than 30 years of experience working in the toy industry, including owning a retail store, being a sales representative, and working alongside her husband at a manufactur ing business. Contact her: swarfield@astratoy.org.

“Great products we may forget; great experiences we do not. Here’s to all our independent retailers who work hard to make memories that last! ”

THE FUTURE OF PLAY

Save the date for Toy Fair 2023.

by KRISTIN MORENCY GOLDMAN, senior advisor, strategic communications, The Toy Association

THE BUSINESS OF PLAY IS EVOLVING, and the most iconic trade show in the business is evolving with it.

Taking place Sept. 30-Oct. 3, 2023 in New York City, Toy Fair will offer a broader array of products and more of the business intelligence that attendees need — all during a new, fall timeframe that aligns with today’s shifting buying cycles and accelerated delivery timelines, and is strategically set within the important, pre-holiday zone.

But for all that’s changed, one important thing remains the same: Toy Fair’s legacy as the largest toy, game, and play product experience. The show’s reputation as the place to see what’s new, next, and cutting edge in the business of play holds strong as attendees gear up for the world-renowned gathering.

“We can’t wait to bring together play professionals from all corners of the globe to discover thousands of toys and entertain ment products that will delight, inspire, and spark joy at every age,” says Kimberly Carcone, executive vice president of global market events at The Toy Association, producer of Toy Fair. “Toy Fair is where wonder starts, the next best-sellers and trends are dis covered, strategic partnerships are creat ed, friendships are renewed, businesses grow, and imagination shines — all on display in the media and financial capital of the world.”

Next year’s Toy Fair will act as a worldwide showcase of what’s happening in the toy industry. From the top 25 toy sellers in the U.S. to buyers from key markets around the globe, retailers seeking their next best-sellers and fresh concepts will be at the Javits Center in search of everything from action figures and arts and crafts to educational product, classic brands, board games, licensed toys, and

everything in between. Toy Fair’s famous “Launch Pad” will also highlight businesses new to the event or breaking into the U.S. market, adding to Toy Fair’s appeal for those seeking completely unique product and out-of-the-blue finds.

Past Toy Fairs have welcomed cre dentialed members of the global press to report on trends, new products, and the economic impact of the toy industry, a tra dition that will continue. With Toy Fair now taking place in the crucial fourth quarter, the show will offer a range of opportuni ties for companies seeking exposure in front of consumer press and influencers.

“Although Toy Fair changed seasons to align with new selling cycles, the new timing also allows brands to use the show in a bigger way — from showcases and partnerships to major product line

showcase taking place on March 8, 2023.

Toy Fair is where inspiration lives, and the event will proudly welcome inventors and designers looking to catapult their innovations into the global marketplace. The show will continue to offer inventors the opportunity to pitch their products to major retailers and feature dedicated education and networking opportunities for this group of attendees.

Those looking to stay ahead of the game will also want to tap into Toy Fair’s robust education program to help boost their business savvy and meet today’s demands head-on. Attendees will hear from a thought-provoking lineup of speakers — from venerable industry leaders to young NFT millionaires — who will tackle how play has changed post-pandemic, supply chain issues, the profitability of the metaverse, diversity within the industry, leveraging TikTok marketing, and so much more.

announcements — all in the lead-up to the critical holiday shopping season,” says Adrienne Appell, executive vice president of marketing communications at The Toy Association.

The show will be multidimensional in terms of media opportunities, and com panies are encouraged to begin thinking about how they’ll leverage the fall timing of the event to promote what’s hot for holiday and already on-shelf, as well as brand-new product for the following spring, and even consider giving press a sneak-peek at longer-lead product behind closed doors. For brands that also rely on connecting with media in early spring to showcase their holiday product, The Toy Association is partnering with Adventure Media & Events, publisher of the Toy Book, for The Play Date, a new media

“The global play community has made it clear that the future of our $104.2 billion industry revolves around all of ‘us’ — the imagination, innovation, and collaboration of everyone — coming together from every discipline and area of the play and retail ecosystem,” Carcone says. “Being a part of Toy Fair means being a part of the future of play.

The application period for Toy Fair 2023 exhibit space is open through Sept. 30 to returning companies that exhibited in 2020 or were contracted to exhibit at the 2022 show. General exhibit sales open next month.

Companies are invited to contact their account executive for more information. For companies beginning with A-G, contact Simon Yung (syung@ toyassociation.org); H-P, contact Stacy Liebensohn (sliebensohn@toyassociation. org), and Q-Z, contact Michael Lynch (mlynch@toyassociation.org).

THE HOTTEST

TOYS OF THE YEAR

The Toy Insider launches its 17th annual holiday gift guide.

ADVENTURE MEDIA & EVENTS, PUBLISHER OF THE TOY Book and the Pop Insider, brings consumers the Toy Insider, the ultimate holiday gift guide featuring the hottest toys and gifts for the holiday season. The 17th annual edition of the Toy Insider was revealed on Sept. 16 at Holiday of Play, the toy industry’s biggest holiday press event.

The Toy Insider’s gift guide features expert toy and gift recommendations at all price points, making it easy for gift-givers to find the perfect product for every kid on their list. The Toy Insider team spent the past year reviewing and evaluating all of the latest toys to identify the most compelling and hottest new products to help consumers get an early start on their holiday shopping.

Jam-packed with more than 360 toy recommendations from more than 145 different manufacturers, the Toy Insider is a convenient and user-friendly guide that includes gift ideas broken down by age group: infants and toddlers (0-2), preschoolers (3-4), grade schoolers (5-7), and tweens and teens (8+).

In addition to the annual Hot 20 list of the hottest toys that will top wish lists nationwide, the Toy Insider also unveiled the STEM 10, encapsulating toys that enhance kids’ understanding of science, technology, engineering, and math, and the 12 Under $20, featuring the hottest toys to fit everyone’s budgets.

The Toy Insider garnered more than 16.3 billion earned con sumer impressions last year through approximately 400 national and regional media segments, appearing on outlets such as the Today show, the Wendy Williams show, ABC World News Now, Fox & Friends, CNBC, HLN, AP-TV, CBS News, and more. The Toy Insider is poised to make a splash again this year with na tional and local print, broadcast, and online media outlets this holiday season.

In addition to the holiday gift guide, consumers can find full product reviews, exciting giveaways, and gift-giving tips yearround at thetoyinsider.com.

For more information about the Toy Insider, including how to participate in next year’s guide, contact Jackie Breyer at jackie@ toyinsider.com, James Devin at jd@toyinsider.com, or Stephanie In fantino at stephanie@toyinsider.com. For updates from the Toy In sider, follow @thetoyinsider on Twitter, Facebook, and Instagram.

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20 THE TOY BOOK | SEPTEMBER 2022 | toybook.com AS SEEN ON

by JAMES ZAHN, incoming editor-in-chief

IF HISTORY HAS TAUGHT US ANYthing, especially over the past five years, it’s that the toy industry can handle any curve ball thrown its way. There is perhaps no other industry that’s better suited to turn challenges into opportunities, and the U.S. toy industry as we know it has weathered more than a few economic downturns over the past 125 years.

During the first half of this year, the majority of the publicly traded toy and entertainment companies reported growth that exceeded expectations. Sales and/or revenue (depending on the manufacturer’s tracking preferences) hit record levels at Mattel, Funko, Spin Master, and Jakks Pacific, with double-digit increases tracked across the board when compared to last year. However, the overall story is still peppered with mixed messages as the latest data from The NPD Group reflects a continued trend of fewer toys being sold for more money. (Editor’s note: See pg. 26 for full details.)

SUPPLY CHAIN PRESSURES EASE

The ongoing struggles in the global supply chain have continued in recent months, but there is finally some relief on the horizon.

“The supply chain is getting a lot better and ocean freight rates are falling,” says Isaac Larian, founder and CEO of MGA Entertainment. “That’s good news.”

The logjams at the West Coast ports are easing a bit as import rates begin to slow down, though as of press time, the Pacific Maritime Association and the International Longshore and Warehouse Union (ILWU) are still in the midst of negotiating a new contract. Members of the ILWU who are responsible for unloading and handling ocean freight have been working without a contract since July 1, but a strike has been avoided so far.

Last month’s Global Port Tracker published by the National Retail Federation (NRF) and Hackett Associates indicates that imports are slowing down, and that

trend is expected to continue well into next year. In some cases, the recent slowdown has been fueled by the accelerated imports that some manufacturers and retailers brought in prior to July 1 in an attempt to evade any potential labor issues at the docks.

“Retail sales are still growing, but the economy is slowing down and that is reflected in cargo imports,” NRF Vice President for Supply Chain and Customs Policy Jonathan Gold said in a statement. “Lower volumes may help ease congestion at some ports, but others are still seeing backups and global supply chain challenges are far from over. Our biggest concern is the potential for disruption because of separate labor negotiations at the West Coast ports and the freight railroads. Concluding both sets of negotiations without disruption is critical as the important holiday season approaches.”

THE RETAIL WILD CARD

Major retailers have an inventory problem that has been driven by extreme overcorrection, inflation, and a drastic change in post-pandemic consumer habits. The fear of not having enough merchandise to fill store shelves in 2021 has led to overflowing warehouses and clearance sales that are destroying profit margins in 2022. As a result, retailers are attempting to quickly adjust their assortment and stock levels.

"The biggest challenge this holiday season is rising costs and finding the sweet spot for inventory balance of trendy items," says Alex Breaux, co-owner of Wonder World Toys in Medford, New Jersey.

These ongoing issues hit the major retailers hard and led to Target’s shocking, nearly 90% decline in profit for the

A LEGO pallet run at Costco in Mettawa, Illinois on Aug. 19. | Source: The Toy Book

second quarter. Net earnings fell to $182 million from $1.8 billion in Q2 of last year despite an increase in store traffic and a 2.6% gain in comparable store sales.

On its Q2 earnings call with inves tors and analysts, Target’s Executive Vice President and Chief Growth Officer Christina Hennington specifically called out toys as a bright spot for the Bullseye. “[We’ve seen] high-single-digit compara ble growth in toys, an encouraging sign as we plan for the fourth quarter holiday season,” she said.

This fall, toymakers are leaning into new products or extensions of familiar brands to attract toy buyers at a time when old stock may still be clogging shelves at some locations. (Editor’s note: Flip through our late holiday launch showcase starting on page 64.)

“2022 will be a transitional year for the toy industry,” Larian says. “While at MGA we are seeing early sales on our new initiatives such as Miniverse and L.O.L. Surprise! Mini Sweets that are surpassing last year's sales, I am very concerned about the level of inventory at retailers as well as toy companies. This will take a lot of time to clear, and it’s not just toys, as home goods, furniture, apparel, and sporting goods are among the categories affected.”

Heading into Q3, Walmart reported that it was sitting on more than 30% more inventory than last year while Target reported more than 40% more stock on hand. Both retailers plan to continue promotional efforts to clear it out in the months ahead, but on the digital end of things, Amazon says that inventory levels are essentially normal.

STRENGTH IN SPECIALTY RETAIL AND EMERGING PLAYERS

At this summer’s American Specialty Toy Retailing Association (ASTRA) Market place & Academy, the overwhelming feeling was that specialty toy retailers are still seeing strong foot traffic and modest sales growth. Smaller retailers’ ability to micromanage inventory levels and product assortment may bode well into the holiday season as shoppers look to cut through the clutter at the big box stores. ASTRA is supporting its members by evolving the traditional Neighborhood Toy Store Day into Neighborhood Toy Store Month this November. (Editor’s

note: Go to page 18 for more details.)

“People need gifts and we’ll be here for it,” Breaux says. “The general public’s ‘Shop Local’ movement has really opened people’s eyes to shopping at smaller stores like mine — it makes them feel good to support a family business.”

Outside of the specialty market, some consumers on a tighter budget due to inflation are turning to other national retailers that are becoming increasingly important to the toy industry. Back in June, Five Below President and CEO Joel Anderson — a former Toys “R” Us and Walmart executive — said on a call with analysts that inflation might be prompting more consumers to begin their shopping at Five Below rather than ending it there.

“History would tell us, and certainly from the days of Toys “R” Us, that the last place the consumer will cut is for their kids,” Anderson said on the call. “We see no reason that will change this year, and that is why we are so focused on the value message as we look ahead to the second half of the year.”

And, some new “days of Toys ‘R’ Us” lie ahead as Geoffrey the Giraffe returns this fall with branded store-within-astore concepts at every Macy’s location in the U.S. Last month, Macy’s lowered its guidance for the year while pointing to the same inventory issues plaguing the rest of its major retail counterparts. The big bright spot in its outlook is that the retailer believes that there is a “fair market share” of $1 billion up for grabs in the toy space. During its Q2 earnings call last month, Macy’s Chairman and CEO Jeff Gennette noted that the company is looking to capture a big chunk of the

business in the long haul.

“When we signed on with Toys ‘R’ Us … it was recognizing that we had a very small toy business,” Gennette says. “This is really putting us in the game. We do believe that Toys ‘R’ Us offers us the most experiential omnichannel toy experience in America. So, we have nothing but growth ahead of us with toys over the coming years.”

With Macy’s adding between 1,00010,000 square feet of toys to each of its approximately 500 stores by Oct. 15 (with room to grow by an additional 500-3,000 square feet via “flex space”), and emerg ing retailers such as Camp continuing to open new stores, it is likely that the U.S. retail landscape will have the most floorspace devoted to toys since 2017, the last full year that the original Toys “R” Us was still in business.

Now, as the industry turns the corner and heads into the home stretch of the year that is the holiday season, it’s more important than ever before that retailers and toymakers work together to connect with families and strengthen relationships to continue the momentum and growth of the past two years.

“I expect to beat last year’s sales by planning sales [promotions] earlier this season,” Breaux says. “I also ordered Christmas stock much earlier this year to avoid any shipping delays that could occur like last year.”

Being prepared for the season is of paramount importance this fall. Pricing, customer service, and clear promotional messaging are key factors to success, es pecially in a year where the family dollar doesn’t stretch as far as it once did. »

Amazon Prime Cargo Containers at the Port of Everett, Washington in late June. Source: CLShebley — stock.adobe.com

TOY INDUSTRY SALES

RISE AMID INFLATION

U.S. toy industry sales grew 2% in the first half of this year.

by JULI LENNETT, vice president, industry advisor, U.S. toys, The NPD Group

AFTER TWO YEARS OF RECORDbreaking growth in 2020 and 2021, U.S. toy industry dollar sales increased by 2% or $231 million to $11.4 billion for January-June 2022, according to The NPD Group. Unit sales declined 6% and the average selling price (ASP) increased 8% to $11.30. While the growth to date so far this year has been somewhat tempered, it comes after an increase in sales of 18% in 2020 and 20% in 2021. Looking at the three-year compound annual growth rate (CAGR) from 2019-2022, toy industry dollars grew 13%, driven by ASP growth of 11%, while units were up 2% during the same period.*

Across the 13 general merchandise categories that NPD tracks, the toy in-

dustry has gained 0.3 share points of the consumer wallet overall year-to-date as of June 2022, underscoring the resiliency of toys during an inflationary period. Furthermore, buyer penetration increased 0.1% resulting in a gain of about 155,000 buyers overall in the first six months of this year. Buyer penetration has been mostly flat all year — which is positive, as it suggests the industry is retaining the substantial increases in new buyers from the last few years. Overall, the toy industry has seen an increase of nearly 16 million buyers compared to 2019.**

SUPERCATEGORY PERFORMANCE

Four of the 11 supercategories tracked by NPD posted growth so far this

year. Compared to 2019, 10 supercategories posted a positive three-year CAGR. Outdoor and Sports Toys continued to be the largest supercategory with $2.7 billion in sales. Plush had the largest dollar gain of $301 million and the fastest dollar growth of 43%.

TOP PROPERTIES AND MAIN DRIVERS OF GROWTH

Looking at the Plush supercategory, Squishmallows, Magic Mixies, and Disney brands were the main drivers of growth. Squishmallows had seven of the top 15 selling toys for the total toy industry yearto-date January-June 2022.

Explorative and Other Toys grew 28%. National Basketball Association-,

National Football Association-, and Major League Baseball-licensed products dominated the growth in the category as trading cards continue to be red hot.

Action Figures and Accessories also grew double digits. With the release of the film Jurassic World Dominion in June, the Jurassic World property had the largest growth, followed by Funko Pop! and Sonic The Hedgehog, which also had a movie release in April. Lastly, Building Sets was up 8% with LEGO Star Wars driving the largest amount of growth followed by LEGO Creator Expert and LEGO Technic.

YEAR-TO-DATE CONSUMER INSIGHTS

FOR THE FIRST HALF OF 2022

Using NPD’s proprietary checkout data, three key consumer insights have been identified for YTD June 2022.**

• Adults with no children in the household outpaced households with children. Households without children grew 4%, while those with children grew only 1%.

• Households with an income of more than $100,000 grew 6%, while households with an income of less than $50,000 declined 2%.

• Consumers are making fewer trips to buy toys and are buying fewer toys

per trip, but are spending more money overall. The trend of making fewer trips and buying fewer toys is being driven by consumer behavior in physical stores, whereas in the online channel, consumers are making more trips and are buying more toys per trip — resulting in stronger digital growth.

“There is no doubt that we are in the midst of a period of economic uncertainty. As we emerge from the pandemic, the realities of inflation, the potential of a recession, and the unpredictability of the geopolitical climate continue to challenge the retail landscape.”

LOOKING AHEAD

There is no doubt that we are in the midst of a period of economic uncertainty. As we emerge from the pandemic, the realities of inflation, the potential of a recession, and the unpredictability of the geopolitical climate continue to challenge

the retail landscape. The good news is that the toy industry has been historically resilient during recessionary periods.

Given the headwinds mentioned above, it is clear that the next six months are far from predictable. However, if the pandemic has taught us anything, it is that during periods of economic uncertainty parents will prioritize their kids’ happiness above all else. And while I do predict some change for the industry in the coming year, it’s worth keeping in mind that sales are up 45% compared to year-to-date June 2019. »

*Source: The NPD Group/ U.S. Toys Retail Tracking Service, January-June 2022

**Source: The NPD Group/Checkout/U.S. Toys

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

Business Predictions and Advice for the Toy Industry in Q4 and Beyond

by STEPHANIE WISSINK, managing director, Jefferies

YEARS AGO, I HAD A PERSONAL trainer who introduced me to a cognitive regimen to improve my mental toughness. At first, it felt silly given I was paying for physical training. But after a few weeks of integrating mental with physical wellness, I started noticing that the temptation to stop exercising wasn’t as strong as the motivation to keep going.

Now, as the world around us feels unstable in many ways, I’m leaning heavily into this training.

After more than two years of daily headlines sounding the alarm on health concerns, we’ve now added a war, an energy crisis, extreme inflation, economic fears, and a stock market meltdown to the mix. The news cycle, at times, feels relentless. Now is a time for fortitude.

As this year has progressed, the indicators continue to signal that we are entering a new phase of the economy and business cycle. This phase is marked by de-risking, capital preservation, incrementality, and directionality.

Depending on who you listen to, we are either already in a recession, with the first and second quarter gross domestic product (GDP) turning negative, or we haven’t breached the technical definition yet. Certainly, from the consumer perspective, we are seeing signs of “receding” and greater choicefulness. Consumers are digesting inflation on core necessities, including food, fuel, rent, and utilities. Funding that inflation is strong wage and employment growth. Real consumption is wavering around flat, and — for some households — wants are being compromised to pay for basic needs.

Confidence is falling to all-time lows while job security is a growing concern, as it should be. The next chapter of this economic story is rising unemployment, but when that begins and how severe it might be remain a source of debate. I only know that if fear of job loss be comes the lead headline for 6-9 months, we’ll need that mental fortitude more than ever.

“The indicators continue to signal that we are entering a new phase of the economy and business cycle. This phase is marked by de-risking, capital preservation, incrementality, and directionality.”

Also, the COVID-19 pandemic is still here. If you operate a global business, you know that responses and protocols vary locally, with countries like China operating under a “zero-tolerance” policy and other countries feeling largely back to normal in terms of a return to work, social, and leisure activities. As a result, economic recoveries are also localized, making forecasting a global business a challenge. I suspect this will be the pattern for the next 1-2 years until we can reach a global endemic phase.

Compounding the business burden is a supply chain that’s still sorting itself, creating mounting inventory gluts across general merchandise categories that were burning red hot just a year ago.

Deep discounts aren’t enough to stimu late takeaway, suggesting we might be in for a more promotional back-to-school and holiday season than we’ve seen in many years.

We turn our trust to the Federal Reserve System (the Fed) to deliver a “soft landing” and for the markets to steadily adjust to a new balance where capital costs are higher, revenue growth is slower, and profit margins are limited by lower consumption with additional discounts. So as long as wage growth and employment hold, and should commodities deflate sequentially, the Fed’s job will be much easier.

In the toy industry specifically, the debates are just as colorful as economists spar over the second half and 2023 outlook. According to The NPD Group, year-to-date spending was stable through June, with positive low-single-digits growth. The expectations for business to remain steady into the second half of the year suggest the toy category will exit 2022 unscathed. Beneath the surface, though, there are shifts that are worth noting. Retailers are taking inventory earlier in an effort to risk mitigate the supply chain. A return to in store shopping will shuffle how marketing and activation dollars are allocated. Entertainment is back, nabbing dollars from classic toy categories. Newness is still enticing to consumers, with new brands, modalities, and form factors supporting growing interest. The fandom and collectibles categories remain strong, with community connection events — like fan conventions — returning en force.

Based on earnings reports from the publicly traded toy companies, the industry is facing a year of two distinct halves: A first half where inventory build significantly overshot retail takeaway and a second half where the inverse needs to occur in order to digest inventory levels and to stick the holiday landing. In more than 20 years of tracking the industry, I don’t recall a period of such extreme distortion in inventory-to-sales ratios at the mid-year point. Level up for inflation, and the gap is even wider. Year-to-date sell through would imply a degree of volume elasticity, with pricing up and units down, each by a mid-single-digits percentage, netting to 1% total revenue growth. We’ll be monitoring this relationship very closely in the coming weeks to validate the supply-demand inversion we’ve assumed in our back-half models.

Alongside a closer watch on inventory, we’ll be zooming in and out on datapoints of consumer health and behavior. The facts would say the consumer is still relatively healthy — on paper. Employment and wage stability will be important signals of the capacity to spend. Innovation, desirability, and affordability offer reasons to spend. Setting facts aside, we know consumers spend based on how they feel. If they feel less confident, they will seek ways to preserve their cash. Whether the industry ends the year up or down will be determined by the combination of these factors: capacity to spend, willingness to spend, and something worthwhile on which to spend.

As a student of business having observed two very different recessionary periods leading up to this one, here are things I would advise to navigate this period of uncertainty.

• First, start small. Identify ways each day, in each meeting, and in each engagement to find reassurances that this too shall pass. The days are long, but the months are short. Economic expansion cycles tend to last 6-8 years, recessions 2-3 years. The odds are in your favor that by 2024 or 2025, we’ll be looking to brighter days ahead.

• Build well: Ensure your infrastructure, culture, cost base, and capital resources are secure. Stress test your business and brand resiliency and ensure you have enough capital to navigate a 2-3 year downturn in your business. It

may not happen to be that long or that deep but, if it does, your early action will be your best defense.

• Seek partnerships because macro-economic stress isn’t isolated to one company, one sector, one country, or one currency. It’s broad based. Seek out your partners and collectively solve for ways to protect your business and theirs.

• Stay nimble — your assumptions may be wrong, but they are your best guess based on what you know. Be open to changing your assumptions as new information becomes available. Pivot quickly and continuously.

• Recast expectations and find your middle. Looking at the last 10 years of your business leading up to the pandemic isn’t the best proxy for the next 3-5 years. Neither is 2020-2021 a best proxy. Know these are the extremes and the next couple of years will find you somewhere in the middle. Get comfortable in the middle.

• Reinstate the basics to bring small bits of order to chaos. It’s tempting to try and change everything in reaction to changing conditions. Change what you must, but balance that with areas of hyper consistency and precision. Change is energizing for some but, if statistics hold, more than 80% of employees and more than 90% of consumers value consistency. Bring back those things that were the most consistent about your culture, your process, and your brand. Predictability is at a premium.

• Don’t narrow your focus to the extent you forget there will be an “after.” Allocate time to think and strategize about the next period of economic

growth. Start planting seeds and nurturing them, recognizing that they may not bear fruit for several years. Continue to dream about the boundless possibilities of a future that is better than the current. This is an important part of future proofing your business and giving your mind a reality break.

• Finally, remember your role. The toy industry is not only a commercially motivated marketplace, but it’s also a category that offers purposeful play expe riences that develop a child’s whole being — mind and body. It’s a fan-passion category of connection and community. It’s also a highly accessible reprieve from a chaotic world.

The days and weeks to come will undoubtedly shape the future of the toy business in new ways. We’ll be studying, observing, assessing, and analyzing to determine directionality and magnitude of change. Whether this soft patch is shallow and long or deep and short, it will pass. Those with the mental fortitude to stay calm and see through will be better positioned on the back side.

»

Stephanie Wissink joined Jefferies in 2017 as managing director and senior research analyst, covering retail and consumer products companies. She has more than 20 years of equity research experience — previously with Piper Jaffray — authoring company and industry reports focused on broadlines and specialty retail, beauty products and services, entertainment, toys and games, pets, and health and wellness. She collaborates with Jefferies’ global consumer, technology, media, and healthcare teams to provide insights on strategic evolution, demographics, demand dynamics, and globalization.

Toy companies can take steps now to prepare for economic hardship. | Source: stock.adobe.com.

Building a (Brick) Empire for Kids and Kidults

by JAMES ZAHN, incoming editor-in-chief

YOU COULD SAY THAT THE STORY OF LEGO started with a single brick. But that would be wrong.

In the midst of the Great Depression, master carpenter Ole Kirk Kristiansen was teetering on the brink of financial ruin. Facing a challenging economic climate, Kirk Kristiansen scaled back the output of his woodworking shop in Billund, Denmark, to focus on small, household items that could be sold quickly, such as ironing boards and ladders. In 1932, the first seeds were planted for what would gradually grow into a global toy empire when Kirk Kristiansen introduced a range of high-quality wooden toys, such as tractors, trains, cars, trucks, and pull-along animals.

Three years later, Kirk Kristiansen shifted his entire focus to the toy business, adopting a new name for his company: LEGO. The new name was a simple, snappy word that was inspired by “leg godt,” Danish for “play well.” What the toymaker didn’t realize at the time was that in Latin, LEGO translates to “I put together.” The name was a hint for what was yet to come.

THE FIRST EVOLUTION

During the 1940s, The LEGO Group experienced its first boom as World War II prompted a spike in wooden toy sales, driven by the scarcity of other toymaking materials such as metal and rubber. With “Quality Above All” adopted as its offi cial mantra, LEGO continued to expand as Ole’s son, Godtfred Kirk Christiansen, began taking a bigger, more hands-on role in the business.

After being forced to rebuild following a devastating fire that wiped out the LEGO factory in 1942, the company adopted assembly line production and eventually purchased its first injection molding machine. With the ability to produce plastic toys, LEGO took inspiration from the British Kiddicraft Self-Locking Building Brick and developed the predecessor to the now-ubiquitous LEGO brick: the Automatic Binding Brick.

stud" elements and cementing its place in history as a timeless toy.

“The LEGO System in Play, with the LEGO brick at the core, has enduring appeal because it welcomes people of all ages and abilities to build, unbuild, and rebuild anything they can imagine as an outlet for storytelling and creative self-expression,” says Skip Kodak, regional president, Americas, The LEGO Group. “Through the process, they experience the joy of building and pride of creation while having fun, which is what keeps people coming back for more. Today, everything we offer is centered around the versatile LEGO play experience to help our fans unlock their creative potential.”

THE SHAPE OF PLAY TO COME

Inspired by a conversation with Troels Petersen, toy buyer for Copenhagen’s Magasin du Nord department store, during a visit to a UK toy fair, Godtfred began working on a “system” that could tie all of LEGO’s products together. The overarching idea was that LEGO products should be able to work with each other so that kids could have a play experience with no limits. In 1958, Ole suffered a cardiac arrest and died. Godtfred took the helm at The LEGO Group and introduced the iconic LEGO brick as we know it today, adding the familiar "tube and

Following another fire that wiped out the rest of LEGO’s wooden toys in 1962, the company completely shifted to plastic toys. Over the next decade and a half, LEGO expanded rapidly, building upon its core business and System in Play with the introduction of wheels; the launch of LEGO Technic, a line for older builders; the introduction of LEGO Duplo for preschoolers; and the concept of a “system within the system” that includes themes, such Castle, Town, and Space.

INTRODUCING THE MINIFIGURE

Building imaginary towns, kingdoms, and space stations is a worthy pursuit, but they needed inhabitants — tiny people that hit the scene just as action figures were starting to become a staple of kids’ toy boxes around the world.

“The first LEGO figure launched in 1974, made of large square LEGO bricks with moveable arms but

“When my great-grandfather founded LEGO 90 years ago, he recognized that play could change the lives of children ... it brings families together.”

— Thomas Kirk Kristiansen, Chairman, The LEGO Group

immoveable legs,” Kodak explains. “In 1975, the figure gained a solid torso, but still had immoveable arms and legs and no printed features. The LEGO minifigures we know today, equipped with moveable limbs and simple facial expressions, were introduced in 1978.”

Originally introduced as a way to complement the construction sets by giving kids new tools for storytelling and encouraging additional play patterns such as interactive, open-ended imaginative play, the minifigures grew to be iconic in their own right.

“Minifigures are a cornerstone of much of the LEGO play experience and have also become quite collectible as various characters and actors from popular intellectual property (IP) come to life in the LEGO world,” Kodak says.

COMPETITION AND COMPLACENCY

Throughout much of the 1980s, LEGO was a household name, but the company was essentially on autopilot. LEGO sets became more elaborate, but other toymakers were starting to eye the construction category. While LEGO had disrupted an aisle once dominated by wooden building brands, such as Lincoln Logs and Tinkertoy, and metal construction sets from Meccano and Erector, other toy manufacturers began using plastic for building sets, too. Fisher-Price entered the aisle with Construx, followed by Ritvik’s launch of Mega Bloks and the arrival of K’NEX. Additionally, a host of “compatible bricks” and Chinese knockoffs began flooding the market.

While LEGO began adding more educational features to its sets and focusing on brand extensions like the robotic LEGO Mindstorm, the official corporate timeline that The LEGO Group itself maintains is largely devoid of significant milestones between 1984-1999. Fighting an onslaught of tech toys, including Tamagotchi and Furby, LEGO tried its hand at developing its own digital games

and other products that may have moved too far from what made kids love LEGO.

“As the brand grew in popularity around the world, we developed a variety of projects that weren’t as anchored in the LEGO System of Play and the joy of creation it delivers,” Kodak says. "That is why today we’re careful to ensure all of our experiences are centered around the LEGO brick and the pride of accomplishment that LEGO building brings.”

LICENSING HYPERSPACE: INSPIRED BY THE POWER OF THE FORCE

Having dealt with dismal sales in the late 1990s, a new spark of innovation arrived from an unexpected location: a galaxy far, far away.

“One of the ways we have been able to extend the LEGO play experience to invite new audiences is through licensing,” Kodak says. “We didn’t begin licensing until 1999 when we brought the rich Star Wars saga to life in LEGO form.”

Timed to the release of Star Wars: The Phantom Menace, LEGO now had a way to connect with kids and adults through a shared love of fandom. The success of Star Wars positioned The LEGO Group to become a genuine force in the licensing world. Over the years, LEGO has developed products inspired by Disney, Marvel, DC Comics, Super Mario, and Minecraft, among others.

“LEGO is doing a masterful job extending the brand into top properties people love and want to experience further, from Star Wars to Harry Potter to automotive brands,” says Mike Olafsson, owner of Monkey Fish Toys in West Chester, Pennsylvania. “But, as important

as licensed products are, the LEGO core lines such as City and Friends are always on top of our LEGO best-sellers list.”

REINVENTION THROUGH THOUGHTFUL COLLABORATION

With its core brick-based product and minifigures serving as a foundation, LEGO has evolved over the past 20 years into an entertainment and lifestyle brand that uses partnerships to expand across video games, TV, film, theme parks, live experiences, and education. Thoughtful collaboration has also launched LEGO into entirely new consumer products categories that are enjoyed by fans of all ages and interests.

“By partnering with like-minded brands such as Target and adidas, we are able to translate the DNA of the LEGO brand into a variety of different consumer products categories that fans love to turn to as a way of celebrating their brand love,” Kodak says. “From books to puzzles to stationery, shoes, school supplies, and apparel, our partners are able to do what they do best in a way that extends the LEGO brand to an even wider audience.”

Additionally, LEGO has become a global retail powerhouse through a growing network of LEGO Stores, not to mention its importance for mass retailers and thousands of independent toy stores and gift shops.

“LEGO is our best-selling brand by a significant amount,” Olafsson says. “We see the LEGO brand as the ‘foundation’ of our store where we can build lasting multigenerational relationships with our

Early minifigures from 1978 | Source: The LEGO Group

A LEGO fan checks out at the world’s largest LEGO Store in London on Aug. 10, 2022. | Source: The LEGO Group

most important customers. Few brands can reach the whole family like LEGO.”

And the oldest members of the family are buying more LEGO than ever before as the “kidult” market of AFOLs (Adult Fans of LEGO) grows.

“What was once primarily for adult hobbyists is now a much more mainstream audience of engaged builders,” Kodak explains. “Our primary focus is always kids, but one of the best parts of a growing adult audience is the correlation of their use to inspiring the entire family to engage in LEGO building.”

BUILDING A SUSTAINABLE FUTURE

While the bulk of the 21st century has been fruitful for LEGO, there are still challenges that all toy companies face. In the summer of 2017, the Toy Book reported that LEGO was trimming 1,400 members of its staff amid declining sales that led the entire construction category to double-digit declines by the end of the year. But, at the same time, the LEGO Sustainable Materials Centre was a few years into its mission to seek out advances in sustainability, and LEGO was running on 100% renewable energy — three years ahead of schedule. The company became laser-focused on investing in sustainably and infrastructure, opening factories that nearshored production close to the final delivery destination. Right now, the company is on track to create all of its core products with more sustainable materials by 2030 and to use only renewable or recyclable materials in its packaging by 2025.

“Our bricks are inherently sustainable. They are treasured by parents and are designed to be handed down from generation to generation,” Kodak says. “We are committed to building a better world for future generations, and part of this ambition also means making LEGO products from more sustainable sources without compromising quality or safety. In 2018, we introduced the first LEGO elements made from sustainably sourced sugarcane.

Today, more than 100 LEGO elements are now made from this material … and last year we announced our first prototype LEGO brick made from recycled plastic bottles.”

Now, as the company looks forward to the next few decades of innovation, it’s continuing to celebrate 90 years of play with a wide range of new products and a new round of investment in its supply chain, its people, and its future.

This fall, The LEGO Group will break ground on a state-of-the-art, 1.7-million-square-foot, carbon-neutral factory in Chesterfield County, Virginia. The $1 billion investment is expected to create more than 1,760 American jobs within the next 10 years.

“More and more families are falling in love with LEGO building and we are look ing forward to making LEGO bricks in the U.S., one of our largest markets,” said LEGO Group CEO Niels B. Christiansen in a statement. “The location in Virginia allows us to build a solar park which supports our sustainability ambitions and provides easy links to nationwide transportation networks.”

Additionally, The LEGO Group made a $500 million investment in expanding and modernizing its facility in Monterrey, Mexico, where it expects to increase production by 50% over the next few years.

BRINGING FAMILIES TOGETHER THROUGH PLAY

Last month, LEGO celebrated its 90th birthday in style with the first-ev er World Play Day, a full day of global events capped off by the unveiling of a 94,128-piece LEGO birthday cake at LEGO House in Billund, Denmark.

“When my great-grandfather founded the company 90 years ago, he recognized that play could change the lives of children — it brings families together and helps children develop skills that can enable them to reach their full potential,” said LEGO Group Chairman Thomas Kirk Kristiansen in a statement ahead of the celebration. “He only had a small workshop, but he had big ambitions

to ensure as many children as possible could experience the benefits that play brings. Whether 1932, 2022, or on our 100th anniversary in 2032, we have and will always strive to continue Ole’s legacy by helping all families, wherever they are in the world, to play well.”

While no one can truly predict the future, it’s a safe bet that as the world continues to evolve, The LEGO Group will evolve along with it. Like its best sets, which can be deconstructed and rebuilt in entirely new ways, The LEGO Group demonstrated that the company itself can do the same. LEGO is a shining example of the resiliency of the toy industry and how challenges can prompt reinvention — one colorful brick at a time. »

This graphic included in the 1958 patent for the modern LEGO brick shows how the bricks fit together in multiple ways. | Source: The LEGO Group

Star Wars opened the licensing doors for LEGO. Source: The LEGO Group

JUST PLAY

1) CoComelon Veggie Fun Learning Basket | Ages: 18 MOS+ | MSRP: $29.99 Available: Spring 2023

Inspired by the CoComelon animated series, this 10-piece interactive toy comes with a shopping basket, a checkout counter with a handheld scanner, and eight pieces of play food. Toddlers can activate learning phrases by plugging a play food item into the slot on the checkout counter; sliding the ladybug to select from three modes: numbers, colors, or facts; and then the basket will identify the item and teach counting, colors, or fun facts about the food. Kids can press the button on the scanner for more phrases and realistic sound effects, or press the music key to hear the song “Yes, Yes, Vegetables!”

2) Sesame Street Dino Stomp Elmo | Ages: 2+ | MSRP: $29.99 | Available: Spring 2023

Dressed in a cuddly green dinosaur costume, this 13-inch plush Elmo sings, moves his arms, and stomps along to the “If You’re Happy and You Know It” song. Kids can squeeze Elmo’s hand to activate the music, then squeeze it again to hear him tell a roaring good joke. Dino Stomp Elmo is made of super-soft fabrics and contains 100% recycled polyester fill.

MELISSA & DOUG

| Ages: 12 MOS+ | MSRP: $27.99 | Available: Spring 2023

Kids can flip up the laptop “screen” with a peek-a-boo mirror and a rubberized sensory keyboard featuring buttons to feel and press. The set includes a built-in “rolodex” contact list spinner with beads inside, a mug with flip top to reveal juice or hot chocolate artwork, a slider-maze computer mouse, a spinning pencil, and a carrying handle.

2) Ice Cream Shop | Ages: 3+ | MSRP: $119.99 | Available: Spring 2023

The Ice Cream Shop features a large, sturdy, wooden counter with an ice cream dispenser and a magnetic, write-on ordering and payment tablet. The set includes stackable ice cream scoops, toppings, soft-serve, wooden cones, a roll-up waffle cone, a cup, a shake cup, a reusable menu card, a loyalty card, and a play credit card for purchases. Kids can display all items with the counter like a real ice cream shop and neatly store everything when they close up shop for the day.

3) Deluxe Grill & Pizza Oven Play Set | Ages: 3+ | MSRP: $169.99 | Available: Spring 2023

The Deluxe Grill & Pizza Oven Play Set features pizza oven and smoker options, as well as grills, a griddle, and a side burner with a frying pan. The set comes with 61 accessories, including wooden food pieces that have “uncooked” on one side and grill marks on the other, condiments, felt toppings, and more. Kids can turn the dials to raise and lower pretend flames and press the food thermometer into pieces to test if they are done.

HASBRO

1) Transformers EarthSpark Deluxe Assortment | Ages: 6+ MSRP: $19.99 | Available: Early 2023

Transformers: EarthSpark introduces the first Transform ers bots to be born on Earth. Each 5-inch EarthSpark Deluxe action figure converts from robot to alt mode in 11-21 steps and comes with a weapon accessory and a build-a-figure piece. Kids can collect and combine all the pieces to build a villainous half-human, half-robot from the animated series.

2) G.I. Joe Classified Series Sgt Slaughter Action Figure | Ages: 4+ | MSRP: $33.99 | Available: June 1, 2023

The G.I. Joe Classified Series Sgt Slaughter Action Figure is the newest addition to the 6-inch-scale Classified Series. The figure comes with 14 accessories, including his signa ture drill sergeant hat, sunglasses, a whistle, an instructor baton, a miniature carded action figure, eight interchangeable hands, and additional weapon accessories. The figure features premium detailing and articulation for poseability, and comes with a footlocker to stow all of his gear.

3) Star Wars: The Black Series Obi-Wan Kenobi Force FX Elite Lightsaber | Ages: 14+ MSRP: $278.99 | Available: Jan. 1, 2023

This collector’s lightsaber features a real metal hilt with design and deco based on Obi-Wan Kenobi’s iconic Lightsaber featured in the Star Wars: Obi-Wan Kenobi series. Fans can use the switch and button on the hilt to activate entertainment-inspired sound effects, progressive ignition, battle clash effect, duel effect, and battle sequence mode. Collectors can display this lightsaber on the included stand, with or without the removable blade, and show off the included display emitter.

OWWEE

1) Fashion Fidgets Mermaids | Ages: 5+ | MSRP: $12.99 | Available: Spring 2023

These new mermaid-themed fashion fidget dolls each come with a pop tube mermaid tail. There are nine mermaid dolls to collect, each with three different fidget features.

2) Fashion Fidgets Pets | Ages: 5+ | MSRP: $5.99 | Available: Spring 2023 Fashion Fidgets Pets are smaller in size than their doll counterparts. Each comes with a fidget feature and a removable fidget accessory. There are 16 pets to collect.

3) Fashion Fidgets Rainbow | Ages: 5+ | MSRP: $9.99 | Available: Spring 2023

Kids can collect a fidget rainbow with these new fidget fashion dolls. Each doll is dressed with three fidget features from one color of the rainbow. There are 12 differ ent dolls for kids to collect.

toybook.com

PINKFONG USA

Pinkfong Baby Shark: Healthy Habit Sound Book Collection Ages: 18 MOS+ | MSRP: $9.99 each | Available: April 1, 2023

This four-button sound book series — featuring Potty Time, Brush Your Teeth, and Bath Time — introduces toddlers to healthy habits while using the potty, brushing their teeth, and taking a bath. Through stories featuring Baby Shark learning and enjoying these activities, kids can explore interactive sounds and catchy songs.

GEOMAG

Magicube Blocks & Cards Set | Ages: 2+ | MSRP: $30

Available: Spring 2023

The Magicube system expands with a set that includes blocks and cards, which provides progressive play activities that guides kids through building shapes, combining colors, and more. The 16-piece set comes with 10 magnetic blocks and six double-sided cards for 12 activities. The blocks are made with 100% recycled plastic.

KLUTZ

1) The Marvelous Book of Magical Dragons | Ages: 8+ | MSRP: $19.99

Available: February 2023

Choose from six fancy dragons, then style them with specialty paper such as metallic foil, glitter, and neon. Kids can construct their own fire-breathing, mystical dragons with reusable sticky shapes and fantasy landscapes.

2) Mini Clay World Puppy Treat Truck | Ages: 7+ | MSRP: $22.99

Available: February 2023

Kids can sculpt a variety of clay dogs and dog treats with five colors of clay, and use mixed-media supplies to create realistic details that bring this doggie dining franchise to life.

3) Manga Art Class | Ages: 7+ | MSRP: $19.99 | Available: February 2023

This watercolor kit teaches the traditional art skills of Japan’s most influential man ga artists. The introductory primer guides artists of all skill levels through interactive lessons and helps them learn the importance of character expression and movement.

TOP SECRET TOYS

1) GigaPets Floppy Frog | Ages: 5+ | MSRP: $15.99 | Available: Spring 2023

In this game, players will help their frog grow through five different stages of evolution, starting as a tadpole and ending in a magical, surprise form. In order to keep their frog happy and healthy, kids must feed, bathe, play games with, discipline, and train their pets, as well as take them to the doctor. Each evolution comes with its own set of games (nine in total).

2) Dissect-It Squid Lab | Ages: 5+ | MSRP: $14.99 | Available: Fall 2023

In this new addition to the Dissect-It brand, young scientists will explore the world of invertebrates by dissecting an eco-friendly, gelatin version of a squid. Each kit comes with a full vascular structure and set of organs, as well as a highly detailed instruction manual to carefully guide budding scientists along the way.

3) Dissect-It Discover-It | Ages: 5+ | MSRP: $6.99 each | Available: January 2023

In this unboxing experience, kids can slice their way through the Dissect-It gel to reveal prizes like toy insects, real freshwater pearls, and synthetic bones that fit together to create full skeletons. Each kit comes with a gel specimen that has a mystery prize inside, a foldable dissection table, a two-in-one scalpel and tweezer tool to help with the dissection process, and an in-depth learning guide.

FUNKO GAMES

1) Something Wild! Star Wars Classic — Darth Vader (Pink)

Ages: 6+ | MSRP: $8.99 | Available: Winter 2023

This fast-paced, light card game is themed for Valentine’s Day and comes with a collectible pink Darth Vader Pop! figure. The cards feature pink Pop! versions of favorite characters within the Star Wars universe.

2) Five Nights at Freddy’s: Scare in a Box Game

Ages: 8+ | MSRP: $24.99 | Available: Winter 2023

Scare friends with this Freddy Fazbear-themed jack-in-the-box game. If Freddy pops out while players are cranking the handle, they’ve been caught and are now a ghost that haunts other players. As a ghost, players can strategically use a scare token to steal the win from the last player standing to win.

SNORBLE

Snorble | Ages: 12 MOS+ | MSRP: $299 Available: Spring 2023

This animated, interactive character encourages kids to adopt healthy habits and bedtime routines. Snorble uses artificial intelligence and natural language processing paired with an animated face to engage with kids

EDUCATIONAL INSIGHTS

1) GeoSafari Jr. Talking Space Explorer | Ages: 4+ | MSRP: $99.99 | Available: Spring 2023

Kids can explore the cosmos and spark their curiosity about space with this talking play telescope. It features a high-res, LCD screen; 13 videos and more than 120 images, including media from NASA; and 200 fun space facts and quiz questions spoken by Emily Calandrelli, space expert and star of Netflix’s Emily’s Wonder Lab

2) Kanoodle Pyramid | Ages: 7+ | MSRP: $24.99 | Available: Spring 2023

The Kanoodle Pyramid features an oversized, pyramid-shaped, multiplayer tabletop board and unique, geometric pieces that fit together to solve 200 2D and 3D puzzles. The game comes with a puzzle challenge book and promotes critical thinking, sequential thought, problem solving, spatial reasoning, and memory skills.

3) Hot Dots Feelings and Friendships | Ages: 3+ | MSRP: $27.99 | Available: Fall 2023

Preschoolers can press the Hot Dots Interactive Pen to answer one of more than 200 story-based activities designed to build social emotional skills. The set includes three 40page, spiral-bound, Hot Dots workbooks and a Hot Dots Interactive Pen featuring lights and sounds. The set encourages social/emotional development, vocabulary skills, and independent learning.

WAMAN BOOKS

Rambee Boo Has The Flu! | Ages: 3+ MSRP: $9.99 | Available: January 2023

The Rambee Boo Series expands with its eighth book, Rambee Boo Has The Flu! When Rambee Boo is sick with the flu, Rock and Sock don’t leave his side. Will their tender love and care and Mom’s good advice be enough to help Rambee

PLAYMONSTER

My Fairy Garden | Ages: 4+ | MSRP: $5.99-19.99 | Available: Spring 2023

The My Fairy Garden line expands with grow-and-play sets featuring the fairy realm, home to Water, Earth, Light, Air, Dream, and Shadow Fairies who come to the human world to play with kids who care about nature as much as they do. The refreshed line launches with five sets, including Blossom Balloon, Hedgehog Haven, Well of Wishes, Nettles’ Nook, and Hop’s Hideaway. All sets feature new articulated fairies, a Plantimal friend, removable growing areas, seeds for edible plants, hidden surprises, and added play features. There is also a fairy field guide that introduces kids to the fairy world and encourages participation in nature activ ities and projects. For each My Fairy Garden pack purchased, PlayMonster contributes a donation to My Fairy Garden’s partnership with One Tree Planted, which aims to help reforest the world.

SPIN MASTER

1) Kinetic Sand Mermaid Crystal Playset | Ages: 3+ | MSRP: $14.99 | Available: Spring 2023

Kids can uncover layers of surprises and discover mystical mermaid goodies. The set includes shimmer, gold, and neon sand for kids to create a marbled sand effect

urse Pets Belt Bag | Ages: 5+ | MSRP: $29.99 | Available: Spring 2023

The latest Purse Pets character, Savannah Spotlight, comes as a crossbody belt bag design. This new purse design includes a rainbow waterfall LED light-up pattern, an adjustable strap, pebbled leather accents, and three modes of play.

3) Monster Jam Mystery Mudders | Ages: 3+ | MSRP: $6.99 | Available: Spring 2023

These Monster Jam die-cast vehicles come completely covered in mud and feature a mystery reveal to discover which truck is underneath the dirt. The line also includes an exclusive rare die-cast vehicle.

FOXMIND

1) Virtual Reality Oceans! Gift Box | Ages: 8+ | MSRP: $59.99

Kids can take a deep dive into the wonders of the sea through this visual encyclopedia of the underwater world. It features more than forty 360-degree virtual reality (VR) experiences. The set includes a 96-page book, hands-free VR goggles, and a scratch art kit.

2) Penn & Teller Project Lab Ages: 8+ | MSRP: $49.99 Available: January 2023

This immersive magic experience features 50 interactive tricks, with step-by-step instructions. Kids watch as Penn and Teller demonstrate the tricks in virtual reality. It features 28 pieces, including a 48-page book, VR goggles, and more.

1) Slam Bluff | Ages: 8+ | MSRP: $11.95 Available: Winter 2023

Players shake the cup, slam it shut, and shout the number rolled, then pass the cup to the next player who must roll a higher number or risk losing a life.

2) Memo Rush | Ages: 6+ MSRP: $19.95 Available: Winter 2023

In this matching game of emotions, kids must simultaneously tap cards matching either a specific character, a color, or one of the nine different emotions.

3) Chocoly | Ages: 8+ | MSRP: $14.95 Available: Winter 2023

Players build the largest area of their favorite kind of chocolate bar to gain a sweet victory.

PLAYMATES TOYS

Star Trek: Prodigy Figures | Ages: 4+ | MSRP: $12.99 Available: Spring 2023

These 5-inch, 1:14-scale Star Trek: Prodigy figures feature 14 points of articulation and come in a brand-new blister pack. Kids can choose from Dal R’El with Murf, Gwyn dala, Jankom Pog, Hologram Janeway, and Zero.

BLIP TOYS

1) ZipLinx | Ages: 6+ | MSRP: $49.99-79.99 | Available: Spring 2023

THAMES & KOSMOS

Spy Labs Incorporated | Ages: 6-8+ | MSRP: $6.95-44.95

Available: Spring 2023

This line of forensic science kits will feature 14 unique releases in 2023, from a tracking device that helps kids mark treasures and secret hiding places to essential spy walkie-talkies that keep kids in contact with their fellow detectives and an investigation lab (pictured), complete with all the tools and equipment kids will need to analyze evidence and solve make-be lieve mysteries and crimes. Other offerings from this new line include a device to record encrypted mes sages, secret agent goggles for missions in the dark, a voice disguiser, an eavesdropping device, and more.

Blip Toys extends its ZipLinx collection with two new sets this spring: the ZipLinx Glow-In-The-Dark Blast and ZipLinx Mega Set. ZipLinx sets are inspired by the classic domino run, but with 3.3-inch, X-shaped pieces that launch up to 3 feet in the air. There are no accidental starts for a kid’s run because the design won’t pop until they lay in the special Linx Launcher Key. The Mega Set comes with more than 200 pieces while the Glow-In-The-Dark Blast comes with 40 glow-in-the-dark ZipLinx pieces and a host of accessories.

2) Gigabots Bugs | Ages: 5+ | MSRP: $9.99 | Available: Spring 2023

The Gigabots now have fully articulated intergalactic pets: Gigabots Bugs. Each 4-inch plastic capsule contains 16 interlocking parts and becomes part of the build. Kids can collect six characters to build their army: Waspbot, Clawbot, Rhinobot, Buzzbot, Fangbot, and Smashbot.

3) Gigabots | Ages: 5+ | MSRP: $16.99 | Available: Spring 2023

Kids can collect a trio of new Gigabot action figures — Commandbot, Sparbot, and Sho-bot — each sold separately. Gigabots transform directly from their energy core capsules into 13-inch, fully articulated action figures. Each Gigabot comes in a 4.6inch plastic capsule that includes all 33 interlocking parts of the Gigabot and becomes part of the build.

FAT BRAIN TOYS

1) Pretendables | Ages: 3+ | MSRP: $27.95-49.95 | Available: January 2023

These compact role-play kits feature high-quality materials designed to combine real life with playtime. Each comes with a sturdy storage crate that kids can also integrate into playtime. These kits are available in themes such as Lemonade, Doctor, Science, Pizza, Picnic Basket, and more.

2) Tiltago | Ages: 8+ | MSRP: $24.95 | Available: January 2023

Kids will tilt and roll to arrange the spheres in order while they navigate around the two blockers. They can either line them up by number or roll them into rainbow order. The more kids play with this fidget toy the easier it gets to solve.

3) Upstruction | Ages: 8+ | MSRP: $24.95 | Available: January 2023

Kids can place the I-Beams help their worker climb higher and higher and use the Stop Work signs to block their opponents. As they race to the top, they have to be careful: One misplaced beam could cause the whole tower to collapse.

SQUISHABLE

1)

Ages: 0+ | MSRP:

Kids

Available: January 2023

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tures a functioning water pump and rescue winch with space for up to two figures. It includes a figure, flames, a log, and other accessories.

2) Playmobil Adventure Zoo | Ages: 4+ Available: January 2023

This colorful zoo playset features a welcome arch, observation path, an ice slide, and more. Kids can imagine a family outing with four included figures (two adults, two kids), and an assort ment of animals, including a giraffe with baby, two adult penguins, four baby penguins, two mice, a lizard, a bird, and other accessories.

BLUE MARBLE

1) National Geographic Volcano Toss | Ages: 6+ MSRP: $39.99 | Available: Fall 2023

Kids can choose from multiple different game options in this backyard game as they try to land their “lava” bags into the included volcano target.

2) National Geographic Epic Fort Kits | Ages: 4+ MSRP: $49.99 | Available: Fall 2023

These hands-on engineering kits help kids construct life-size structures. The flexible con nectors make it possible for kids to easily build a wide variety of unique shapes, including domes.

3) National Geographic Vibratory Tumbler | Ages: 8+ MSRP: $149.99 | Available: Fall 2023

This vibratory tumbler polishes rocks four times faster than rotary tumblers and allows stones to retain more of their natural shape with the included stable base and tumbling pattern. The set can be used alone or as a complement to a rotary tumbler.

FLYBAR

1) LandSlider | Ages: 8+ | MSRP: $149.99 | Available: Spring 2023

Featuring innovative tread technology inspired by military tanks, the LandSlider all-terrain sled makes sledding accessible even if there is no snow. Kids can safely use the LandSlider on almost any terrain with the included dual brake system.

2) Vurtego Slingshot | Ages: 5+ | MSRP: $149 | Available: Spring 2023

The Vurtego Slingshot pogo stick features 5-foot jump heights and adjustable air pressure that enables anyone from 40-200 lbs to jump and perform tricks.

PI KIDS

1) Disney Princess: Quiz It 4-Book Set and Smart Pen | Ages: 3+ MSRP: $29.99 Available: January 2023

With the Quiz It Pen, kids answer questions and hear whether they got them right. It includes more than 300 questions about math, science, language arts, health, and preschool concepts.

2) Blue’s Clues & You!: Bedtime for Blue! Cuddle Book | Ages: 18 MOS+ MSRP: $12.99 | Available: January 2023

This book’s pages are easy for babies to grab and crinkle. It features bright colors and Blue’s Clues & You! characters.

3) Baby Einstein: Sunny Day! Cuddle Book | Ages: 18 MOS+ | MSRP: $12.99 Available: January 2023

Babies can learn weather words while playing with their favorite Baby Einstein characters. This book is soft and features crinkle pages and bright colors.

LEARNING RESOURCES

1) Fidget Triceratops | Ages: 18 MOS+ | MSRP: $15.99

Available: Fall 2023

Toddlers can spin, twist, crank, and push Triceratops’s unique, interactive fidget pieces. It also features pop-in, pop-out spikes.

2) Mini Fridge Sorting Set | Ages: 3+ | MSRP: $24.99

Available: Fall 2023

Preschoolers build on important skills by following the activity cards that come with this hinged fridge playset. It also includes 30 mini foods.

3) Spike Shape Sorter | Ages: 18 MOS+ | MSRP: $15.99

Available: Fall 2023

Toddlers can match the six shape pieces with the corresponding hole or fidget with the flexible popper material. The pieces fit for easy storage.

BIGMOUTH

1) Moose Ring Toss Sprinkler | Ages: 3+ | MSRP: $79.99

Available: Spring/Summer 2023

Players can hook up this sprinkler to a garden hose and the water sprays from a 360-degree spinner located at the top of the moose’s head for a full splash effect. It comes with inflatable rings so that kids can play ring toss.

2) Cow Sprinkler | Ages: 3+ | MSRP: $79.99

Available: Spring/Summer 2023

This 6-foot-tall cow sprinkler has a 360-degree spray from the top of its head, as well as from its belly, so kids can stay cool in the summer heat.

3) Shark Corn Hole | Ages: 3+ | MSRP: $59.99

Available: Spring/Summer 2023

This shark toss is a fun game in and out of the water. With its inflatable, buoyant “boards” and little fish to toss into the shark’s mouth, kids can play this game on the lawn or in the pool.

BASIC FUN!

1) Lite-Brite Mini-X Connect | Ages: 4+ | MSRP: $9.99 | Available: Spring 2023

Inspired by the classic 1980s Lite-Brite toy, the Mini-X Connect comes with a 4-by-4-inch grid that connects to other Mini-X Connects for bigger designs. Kids can use the 170 colorful mini pegs and one of eight design templates to design their light art, then tap the pegs to light it up or connect it to another Mini X Connect (sold separately). All sides of the grid are connectable to allow for maximum artistic flexibility.

2) Cutetitos Fashion Puppyitos | Ages: 3+ | MSRP: $9.99 | Available: Spring 2023

These on-trend Fashion Puppyitos are dressed to impress and come with designer-style, trendy totes in which kids can wrap them. There are 10 fashionable animalitos to collect, each with its cool style and poses. These collectibles are available in different rarity levels; to find out if the Fashion Puppyito is Stylish, So Stylish, Extra Stylish, or Super Stylish, kids can check the bow-shaped Glam Spot located on its hip.

3) Care Bears Peel & Reveal Surprise Figures | Ages: 4+ | MSRP: $4.99 | Available: Spring 2023

Kids can discover 10 Care Bears besties that are new to the Care Bears universe by peeling away the multicolored coating to reveal the 2.75-inch Care Bears collabs. Each figure comes in one of three different poses and with a display.

HAND2MIND

1) Numberblocks Friends One to Five | Ages: 3+ | MSRP: $19.99 | Available: January 2023

Based on the BBC series Numberblocks, kids can count and play with figures One to Five and recreate their favorite episodes. The figures are pro portional to each other, made from durable plastic with poseable arms, and compatible with all other Numberblocks figure sets.

2) Grab That Monster! A Fine Motor Skills Game | Ages: 3+ | MSRP: $24.99 Available: January 2023

Kids can build hand-eye coordination and fine motor skills by using the hard-to-open-and-close large monster grabbers to pick up the mini monsters. Then, they sort the mini monsters into the homes by color, type, or attributes and add the spinner for simple structured game play. The large monster grabbers are specially designed to develop the dexterity needed for handwriting. A teacher-created activity guide is also included.

3) Worry Stone Pals (Sensory Wristband) | Ages: 3+ | MSRP: $14.99 | Available: January 2023

These four Worry Stone Pals offer kids a discreet, tactile approach to focusing their attention, calming their nerves, and managing stress throughout the day. The character cards highlight positive learning traits of each Worry Stone Pal and come in four languages (English, Spanish, French, and German). The set also includes an adjustable soft plastic wristband and a plastic storage stand.

HAPE

1) Color Mix Painting | Ages: 3+ MSRP: $14.99 | Available: Spring 2023

This 24-piece set comes with everything kids need to learn to paint, mix colors, and create works of art, including paint brush, a palette, a color wheel, and paper.

2) Letters and Numbers Tracing Set | Ages: 3+ MSRP: $14.99 | Available: Spring 2023

This 66-piece set comes with everything kids need to learn the alphabet and numbers. Kids can use the easel-compatible pad to practice writing letters and numbers with the included large stencils.

3) Garden Tool Set | Ages: 4+ | MSRP: $24.99

Available: Spring 2023

Kids can learn about cultivating their own home gardens with this six-piece set, which includes a watering can, a spade, a hand rake, a planter, and wooden markers.

RAVENSBURGER

Minecraft: Heroes of the Village | Ages: 7+ MSRP: $29.99 | Available: January 2023

Adventure and fun await in this cooperative Minecraft game. Players can explore their world, collect resources, fight mobs, and build buildings before marauding villagers can invade their home.

PMI

1) Pudgy Penguins NFT 4.5-inch Figure 1 Pack | Ages: 8+ | MSRP: $12.99

Available: Spring/Summer 2023

Kids can collect the trendy Pudgy Peguins characters from the metaverse in four styles of 4.5-inch figures. The figures also come with a redemption code for the NFT line.

2) Among Us Mini Action Figure 6-piece Deluxe Box, Sustainable Edition, Fully Recycled Materials | Ages: 8+ | MSRP: $14.99 | Available: Spring/Summer 2023

This line of articulated, 2-inch mini action figures features 12 different crewmates, six different mini hats, and two rare characters for kids to collect. The Deluxe Box is made from 100% recycled materials.

3) Brawl Stars 6.5-inch Plushies | Ages:8+ | MSRP: $9.99 | Available: Spring/Summer 2023

There are six different styles of these huggable, 6.5-inch characters to collect. The line features characters from the mobile action game Brawl Stars

NKOK

1) Sonic the Hedgehog Team Sonic Racing R/C Vehicles | Ages: 3+ Available: Spring 2023

Characters from the Sonic the Hedgehog universe will be available as compact, 1:28-scale R/C vehicles for the first time. The 6.5-inch Amy Rose and Silver the Hedgehog styles will func tion as both R/C and pull-back vehicles. In addition, Sonic the Hedgehog and his vehicle from Sonic & Sega All-Stars Racing will join the lineup. Up to 16 vehicles in this collection can race at the same time.

2) Halo UNSC Warthog R/C | Ages: 6+ | Available: Spring 2023

Some of the most iconic vehicles from the Halo universe have returned to the franchise — and will soon be available in toy form. This special-edition Warthog vehicle features rubber tires for offroading, and up to 16 vehicles can race at the same time.

3) Realtree Hunter and Truck | Ages: 3+ | Available: Fall 2023

The highly detailed, articulated, 4-inch hunter figure comes with a truck with working doors, lights, sound effects, and a tailgate. The vehicle is decked out in the Realtree Edge camouflage pattern.

PAPATON KIDS

1) Tooth or Lose | Ages: 4+ | MSRP: $39 | Available: February 2023

In this game designed for 2-5 players, kids will race around the gameboard, get into different rooms, and follow the tasks on the gameboard or in the app to be the first to get the lost baby tooth under the pillow faster than the other tooth fairies.

This fast-paced game takes about 20-30 minutes to play combines simple gameplay with a free app that adds to the experience through background music, a Tooth Fairy that provides game support, electronic dice, and more.

2) Dash for Cash | Ages: 6+ | MSRP: $39 Available: February 2023

In this game, players will decide which jobs and activities they would prefer to do to earn money, work, get paid, and be the first to reach $100 faster than the other players. As kids make their own money-spending decisions, they can see the benefits or consequences, helping to teach them the basics of saving and how money works. The free mobile app works similarly to real banking apps.

SALUS BRANDS

Build Buddiez Aliens Craft Kits Ages: 5+ | MSRP: $4.99 Available: Spring 2023

Kids can mold, shape, and build their very own pock et-size aliens. Each tub comes with soft, moldable putty and accessories, like spaceships

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KIDKRAFT

1) Pizzeria and Delivery Food Stand | Ages: 3+

MSRP: $109.99 | Available: 2023

Kids deliver pretend foods by moving them along the working conveyor belt into the color-change broiler. The set features eight color-change foods, a lights and sounds soda fountain, an order tablet and phone, a storage shelf, and more.

2) 2-in-1 Restaurant and Delivery | Ages: 3+ MSRP: $89.99 | Available: 2023

This wooden playset is 3 feet wide and features a working conveyor belt, tablet style menu, a phone with a credit card reader, and a pretend credit card.

BUZZ BEE TOYS

Air Warriors SpinFire | Ages: 8+ MSRP: $25 | Available: February 2023

The SpinFire is a new type of blaster that fires Spin Shot Spinners up to 135 feet into the sky. Kids can pump the spring-loaded handle to load one of 10 included spinners into the barrel, then point and fire to blast them into the air from the quick-load magazine. No batteries are required.

ZURU

1) Disney Mini Brands Series 2 | Ages: 3+ | MSRP: $8.49

Available: January 2023

With the new series, kids can expand their collections with characters from the Disney, Pixar, Marvel, Star Wars, and Disney Princesses brands.

2) Mini Fashion Series 2 | Ages: 3+ | MSRP: $9.99

Available: January 2023

The new series features twice the number of fashion bags to collect along with all new super rares. Kids can open up the stitched bags to store their mini goodies.

3) Sparkle Heart Puppycorn Bow Surprise | Ages: 3+ MSRP: $10.99 | Available: January 2023

Sparkle Heart Puppycorn Bow Surprise is the newest addition to the Puppycorn line. With a range to collect, each unboxing experience is a surprise with new rares to complement the collection.

UKIDZ

1) UGears Top Fuel Dragster | Ages: 14+ MSRP: $59.99 | Available: Q1 2023

This Top Fuel Dragster model kit is driven by a powerful spring motor that transmits power through the crankshaft and belt drive (a rubber band passing through a tensioner with a roller) to the rear wheels, which have special silicone gaskets for extra grip.

2) UGears Marble Run Spiral Hoist | Ages: 14+ MSRP: $57.99 | Available: Q1 2023

The Marble Run Spiral Hoist is the fourth model in the UGears collection of DIY wooden mechanical marble runs. The hoist has two types of rails to speed the ascent: the main spiral rails and vertical rails. Kids can turn the crank to lift the colored glass marbles up to the three-marble storage up top. From there, kids can send the marbles on the downhill runs through multiple elements.

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EEBOO

1) Love Memory & Matching Game

Ages: 3+ | MSRP: $10.99

Available: Q1 2023

This classic game of memory skills comes with 18 tiles featuring creatures designed by artist Linda Bleck. Preschoolers can search for a match as they flip over the tiles.

2) Valentine’s Love Puzzle

Ages: 3+ | MSRP: $10.99

Available: Q1 2023

This 20-piece Valentine’s Love puzzle features bold colors and baby animals depicting friendship. When completed, the puzzle measures 15 by 11 inches.

STEP2

Step2 Scout & Slide Climber | Ages: 2+ MSRP: $399.99 | Available: Spring 2023

Little ones can go on climbing adventures by exploring the vertical and angled climbing walls, a ladder, a crawlthrough tunnel, and a slide. Toddlers can take turns commanding the ship, flying the plane, or any other scenario they dream up.

1) AEW Minimates Series 1 Box Set | Ages: 8+ | MSRP: $29.99 | Available: February 2023

The All Elite Wrestling (AEW) organization joins the Minimates line with an all-star four-pack featuring C.M. Punk, Dr. Britt Baker, Chris Jericho, and Kenny Omega. Each 2-inch Minimate features 14 points of articulation and fully interchangeable parts and is packaged on a full-color blister card.

2) Invincible TV Deluxe Action Figures Series 3 Assortment | Ages: 8+ | MSRP: $24.99 each Available: February 2023

Sculpted by Chris Dahlbery, this third series of deluxe action figures based on the animated series Invincible features two new fighters: Teen Team member Dupli-Kate and spacefaring pugilist Allen the Alien. Each figure features multiple points of articulation, acces sories, and a display base and comes packaged in a full-color window box.

3) Marvel Animated X-Men Phoenix Resin Mini-Bust | Ages: 14+ | MSRP: $120

Available: February 2023

This all-new mini-bust in the X-Men Animated line features X-Men’s Jean Grey wearing her green outfit. Designed by Barry Bradfield and sculpted by Paul Harding, this approximately 6-inch resin mini bust features cartoon-accurate sculpting and paint applications. Limited to only 3,000 pieces, it comes packaged with a certificate of authenticity in a full-color box.

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JADA TOYS

1) Street Fighter Action Figure Assortment | Ages: 8+ | MSRP: $24.99 each

Available: Spring 2023

This line of action figures features three characters from the video game franchise Street Fighter: Ryu, Chun Li, and Fei Long. Ryu is able to create his signature move “Hadoken” with a blue fireball accessory. Fans can take off Ryu’s head and hands to adjust and make him get into his fighting pose. Chun Li is highly modular so fans can pose her with her “Lighting Kick” effect. Fei Long comes with the character’s Flame Kick.

2) Megaman Action Figure Assortment | Ages: 8+ | MSRP: $24.99 each

Available: Spring 2023

The 1:12-scale Megaman figure comes with Megaman’s Mega Buster, hands, a head, and his blaster effect. The Iceman action figure features a removable head and hands to adjust his pose and have his special ice ability freeze and take over Earth. The Fireman Action figure comes with flame accessories.

MAGFORMERS

1) Stick-O Baby Shark Family Set | Ages: 18 MOS+ | MSRP: $29.99 | Available: Now

With this magnetic building set inspired by the Nickelodeon animated series Baby Shark’s Big , kids can build up Baby Shark’s family with large magnetic balls that feature the Sharks’ faces, as well as magnetic fins and tails.

2) Stick-O Baby Shark Friends Set | Ages: 18 MOS+ | MSRP: $54.99 | Available: Now

This 30-piece, Baby Shark-themed magnetic building set features the main shark characters from Nickelodeon’s animated TV series, Baby Shark’s Big Show! Kids can build Goldie the fish, Vola the octopus, a reel-in magnetic fishing rod, and other colorful sea creatures.

3) Magformers STEM Master Builder 24 Pcs | Ages: 3+ | MSRP: $39.99 | Available: Late 2022

Kids can learn math and create 3D structures from 2D nets with this magnetic building kit. They can construct nine different geometric shapes to develop their color and shape recognition, fine motor skills, and problem-solving abilities.

FUNKO

1) Five Nights at Freddy’s Snaps! Ages: 8+ | MSRP: $8.99 | Available: Now

Snaps! is an all-new form factor from Funko in which kids can mix and match pieces that snap into place. Five Nights at Freddy’s Snaps! are inspired by the video game series. The assortment includes Freddy Fazbear, Bonnie, Springtrap, and more. Each Snaps! vinyl figure stands approximately 3.89 inches tall.

2) Marvel Funko Advent Calendar

Ages: 10+ | MSRP: $49.99 | Available:Now

Spider-Man is swinging by to deliver 24 holiday-themed Funko Pocket Pops! that kids and collectors can reveal as they countdown the days through the holiday season. Pocket! Pop figures vary in height depending on the character, with a maximum height of 2.25 inches tall.

UNCANNY BRANDS

Bleacher Creatures X-Men ‘97 8-inch Kuricha Sitting Plush | Ages: 3+ MSRP: $19.99 each | Available: Now

Kids can collect an assortment of Marvel superheroes in a unique form factor Inspired by Japanese Chibi artwork. The latest wave includes Wolverine, Magneto, and Cyclops (pictured), with Storm, Jubilee, Gambit, Cable, and Beast coming soon.

1) Mario Kart 24V | Ages: 3+ | MSRP: $399.99

Available: October 2022

Kids are in the driver’s seat of their very own Mario Kart. They can race up to 8 mph through three forward speeds and reverse. It features oversized wheels so that kids can drift and authentic sound effects from the Nintendo game.

2) Sonic the Hedgehog Egg Mobile Battle Set | Ages: 3+ | MSRP: $39.99 Available: October 2022

The adventure continues with a 2.5-inch Dr. Eggman figure, a Sonic figure, and the Egg Mobile. Kids can assemble the Mobile in five different configurations: Egg Mobile, Egg Helicopter, Egg Digger, Egg Wrecker, and Egg Hammer.

3) Disney Princess Playdate Rapunzel Doll | Ages: 3+ MSRP: $69.99 | Available: October 2022

Styled in her signature dress, Rapunzel stands 32 inches tall. The doll is fully articulated in several places and features the princess’ long hair pulled into a braid. The packaging liner is reusable and inspires more play.

FAT BRAIN TOYS

1) Heap-O-Sheep | Ages: 6+ MSRP: $29.95 | Available: Now

SQUISHABLE

1) Alter Egos Series 2: Plague Doctor Ages: 0+ | MSRP: $16.99 | Available: Now

Released in collector’s sets of five, Alter Egos feature popular Squishable characters from an alternate dimension.

While Squishable’s Mysterious Doctor Plague is performing eldritch experiments, alternate versions of them ap pear as Alter Egos in the following styles: Barista, Demon, Fortune Teller, Jester, and Rainy Day.

2) Alter Egos Series 3: Christmas Trees

Ages: 0+ | MSRP: $14.99 Available: December 2022

These Christmas Trees are growing into another universe in the following holiday-themed Alter Egos styles: Candy Tree, Goth Tree, Ice Tree, Mimic Tree, and Palm Tree.

Players use their springboard to launch their sheep onto the hook-andloop paddock. Land them, stick them, and pile them up. The first player to get all their sheep to stay in the field wins the game.

2) Tugl | Ages: 2+ | MSRP: $15.95 Available: Now

Built into each side of this rounded cube is a soft silicone bubble with a tab to grab and pull. Kids can push them, pull them, and pop them again and again to develop fine motor skills.

3) Trestle Tracks | Ages: 8+ MSRP: $39.95 | Available: Now

Kids can build this marble track to race their marbles against each other. The paths cut out of the track create an invisible slope that propels the marbles forward and down the structure.

toybook.com

BASIC FUN!

1) Tonka Steel Classics Excavator | Ages: 3+ | MSRP: $32.99 | Available: Now

Made with cold-rolled steel, this vehicle celebrates 75 years of Tonka. It features a 360-degree rotating cab, a movable arm, and working treads for indoor or outdoor play.

2) K’NEX Cyber-X: C10 Crossover Legacy with Motor | Ages: 8+ | MSRP: $59.99 | Available: Now

This set comes with 460 rods and connectors that kids can use to construct a foam dart blaster. Choose from the seven included builds or create an original design. Thanks to the blaster’s motor, kids can fire the 10 included foam darts up to 60 feet. The set also includes pieces to construct practice targets, a front armor piece to block opponents’ blasts, and rod-locks to keep the blaster together while in action.

3) Misfittens | Ages: 4+ | MSRP: $9.99 | Available: Now

Inspired by the #ifitsisits (I fits, I sits) meme, these squishy plush cats are de signed to fit into the tiniest spaces. They come in small containers and double in size when kids release them. There are 12 different Misfittens to collect, each squeezed into one of eight container types.

JAZWARES

1) Squishmallows x Pokémon | Ages: 0+ MSRP: $17.99 | Available: October 2022

This Squishmallows x Pokémon collab features fan-favorite Electric-type Pokémon Pikachu, as well as the Ghost- and Poison-type Pokémon Gengar, as huggable Squishmallows plush.

2) Pokémon Flame & Flight Deluxe Charizard Ages: 8+ | MSRP: $29.99 | Available: Now

This fully interactive fig ure features more than 30 unique lights, sounds, and movement reactions to the way it flies. Kids can watch as Charizard flaps its wings and launches pretend fire missiles from its mouth. Charizard comes with a 2-inch Pikachu action figure and a launcher for training.

IMC TOYS

1) BFF Cry Babies | Ages: 5+ | MSRP: $19.99 Available: Now

Kids’ favorite Cry Babies are all grown up. The line features six charac ters dressed in trendy outfits. Each doll features six points of articulation and 6 inches of hair.

2) Cry Babies First Emotions | Ages: 3+ MSRP: $59.99 each | Available: Now

Dreamy and Jassy (pictured) each make more than 65 expressions and baby sounds. Each doll comes with a unicorn outfit and a pacifier to calm her when she cries. Kids can feed the doll, and watch as she eats, sleeps, burps, and laughs.

3) Bubiloons Confetti | Ages: 5+ | MSRP: $9.99 Available: Now

The collectible animals that make bubbles out of their mouths now come in a cupcake-shaped vessel.

TOMY

1) Club Mocchi- Mocchi- Transformers Mega Plush | Ages: 3+ | MSRP: $34.99 | Available: October 2022

Hasbro’s Transformers brand gets the Mocchi- Mocchi- plush treatment with this pair of Mega Plush toys. Optimus Prime (pictured) and Bumblebee (each sold separately) were designed in Japan and feature a squishy texture that is super soft to the touch.

2) Club Mocchi- Mocchi- Teenage Mutant Ninja Turtles Junior Plush | Ages: 3+ MSRP: $12.99 | Available: October 2022

Kids can snuggle up with these junior-sized huggagble pillow toys inspired by the Teenage Mutant Ninja Turtles. Michelangelo, Leonardo, Donatello, and Raphael are each sold separately.

CONNETIX

1) Connetix 24 Piece Rainbow Mini Pack | Ages: 3+ | MSRP: $35 | Available: October 2022

Kids can explore shapes and colors while creating 2D and 3D designs. This pack features 24 pieces of magnetic tile shapes in every color of the rainbow.

2) Connetix 50 Piece Rainbow Transport Pack | Ages: 3+ | MSRP: $35 Available: October 2022

Designed with vehicle enthusiasts in mind, this set features a reversible gray transport base and two clear motion bases with rubber wheels. A range of magnetic tiles are also included for kids to create endless vehicle designs.

3) Connetix 32 Piece Pastel Mini Pack | Ages: 3+ | MSRP: $55 | Available: October 2022

Kids can create houses, patterns, animals, and much more with 32 earthy pastelcolored magnetic tiles.

WOWWEE

My Squishy Little Pop Stars | Ages: 5+ | MSRP: $14.99 | Available: Now

The My Squishy Little collection expands with Pop Stars, interactive collectibles with fidget features. When kids squeeze the toy’s cheeks, a surprise outfit will drop. Kids will unbox to reveal one of two surprise Pop Stars characters, a double-sided outfit, and nine hair accessories to complete their looks. There are six food-themed charac ters for kids to collect: Fast Food Fiona, Sweet & Salty Sophia, Rainbow Cake Reagan, PB & Jade, Breakfast Brooke, or Donut Demi.

FLYBAR

1) NERF Blaster Scooter 2.0 | Ages: 8+ | MSRP: $99.99 | Available: October 2022

This scooter is a two-wheeled take on Flybar’s NERF Blaster Scooter, which debuted in 2020. This new scooter is adjustable and foldable, with an officially licensed NERF Rapid Figure Blaster attached. The blaster can fire foam darts up to 60 feet with a 105-degree range. The scooter can support up to 185 pounds and comes with a dart clip and six official NERF darts.

2) Flybar Funpark | Ages: 18 MOS+ (Bumper Car), 6+ (Skee-Ball and ring toss) | MSRP: $39.99-149.99

Available: October 2022

This line of oversized items is designed to bring home the fun of an amusement park. The collection includes a racer bumper car that can hold up to 66 pounds; an officially licensed, 11-foot, inflatable game of Skee-Ball (pictured); and an inflatable ring toss game.

3) Flybar Bumper Car XL | Ages: 6+ | MSRP: $299 | Available: November 2022

More than three times larger than Flybar’s original bumper car, this 12-volt, ex tra-large version can hold one adult or two kids. It supports more than 200 pounds and can travel up to 3.3 mph. The rechargeable ride-on features an adjustable safety belt, a rubber bumper to protect walls and furniture, joystick controls, and flashing LED lights.

1) Clue Treachery at Tudor Mansion Escape & Solve Mystery Game | Ages: 10+ | MSRP: $16.99

Available: October 2022

In this cooperative escape room experience, players are guests at Mr. Boddy’s mansion when they discover their host has been killed. Everyone must work together to escape the mansion through the room-by-room gameboard, drawing cards and solving puzzles to unlock new rooms and uncover clues. After escaping the mansion, players must review the clues to accuse the killer and win the game. The game is designed for 1-6 players.

2) NERF Pro Gelfire Mythic Full Auto Blaster | Ages: 14+ | MSRP: $79.99

Available: November 2022

This blaster fires hydrated polymer rounds that burst on impact. The blaster comes with 10,000 dehydrated rounds and features a feed hopper that holds 800 hydrated rounds. Teens can select fully automatic or semi-automatic mode and release up to 10 rounds per second. The blaster features a removable, rechargeable battery and comes with protective eyewear.

3) Star Wars L0-LA59 (LOLA) Animatronic Edition | Ages: 4+ | MSRP: $89.99 | Available: Fall 2022

Inspired by the live-action series Obi-Wan Kenobi on Disney+, this interactive droid companion toy features more than 45 light, sound, and movement combinations that kids can discover through three play modes. Attach L0-LA59’s legs for Companion Mode, put her on her stand for Hover Mode, and remove her from either base for On the Go Mode. LOLA also reacts to background noise.

MADAME ALEXANDER

1) Baby Alex and Baby Lexi | Ages: 0+ MSRP: $34.95 | Available: October 2022

These 12-inch cloth dolls (sold separately) are made of eco-friendly materials, featuring soft clothes, attached headwear, and embroidered features that are safe for newborns.

2) Learn to Dress Koala | Ages: 18 MOS+ MSRP: $44.95 | Available: October 2022

Kids can learn how to dress themselves with this plush Koala, whose outfit features buttons, snaps, zippers, and buckles. The ko ala’s shoes also feature a hook-and-loop strap and laces. The animal features a soft body and embroidered features.

3) Hugs and Giggles | Ages: 1+ | MSRP: $44.95 Available: October 2022

This 13-inch toddler doll comes dressed in a ruffled tunic, floral leggings, a bandanna, and a headband. The soft-bodied doll has a vinyl head and limbs and printed facial features. Its finger or thumb can fit in its mouth.

HORIZON GROUP USA

1) Made by Me! Sand Dough Pottery Press Ages: 6+ | MSRP: $19.99 Available: Fall 2022

Kids can create pottery with air-dry, mess-free material. They roll the dough into a ball, squish the mold base, and then shape their creation.

2) Just My Style Fashion Punch | Ages: 6+ MSRP: $16.99 | Available: Fall 2022

Creative kids can punch and stitch to create 10 one-of-a-kind friendship bracelets that they can wear and share with friends.

3) Just My Style Glitzy Pop! Sparkling Charm Studio | Ages: 6+ | MSRP: $21.97 Available: Fall 2022

This jewelry making kit features more than 650 beads, 10 whimsical charms, and sparkling gems that kids can use to craft a variety of original creations.

MINDWARE

1) 12 Days of Crystal Science | Ages: 6+ Available: October 2022

This crystal-growing countdown kit includes ingredients that kids can use to perform 12 science experiments, including growing a crystal tree, diamond-shaped crystals, and more. Kids will learn about molecules as they complete each experiment.

2) Twizzle | Ages: 8+ | MSRP: $26.95 Available: Now

In this single-player game of logic and strategy, players will begin with one pattern, and they must twist the wheels and shift the tiles until they reach the end pattern. With 360 card combinations in total, players can progress from beginner to expert as their skills improve over time.

3) Puzzlescopes Winter Village | Ages: 6+ MSRP: $22.95 | Available: Now

Kids can use the included suction cup to fit different sized circular

WINNING MOVES GAMES

1) Barrel of Monkeys | Ages: 3+ | MSRP: $8.95

Available: Now

Link together this barrel of monkeys by slinging their arms into each other. The set comes with 15 red monkeys that kids can store in the included yellow monkey barrel.

2) Scattergories Stackagories | Ages: 12+ MSRP: $17.95 | Available: Now

In this word stacking game, players will lay out their letter cards and then flip a category card. Once the 1-minute timer is started, kids shout out words that fit into the category and place one of their stacking pieces on the corresponding letter card. Players score by having their piece on top of the stack.

3) Scrabble Spanish Edition | Ages: 8+ | MSRP: $21.95

Available: Now

Kids can enjoy the classic game of Scrabble in Spanish. Using the 103 wooden letter tiles, strategically create words that will add up to the most points on the gameboard.

3DOODLER

3Doodler Start+ Maker Bundle Ages: 6+ | MSRP: $59.99

Available: October 2022

This 3Doodler Start+ set gives kids the tools they need to create and draw designs in 3D. The bundle comes with the Start+ 3D printing pen; a design pad; more than 75 pieces of plastic refill strands; and more than 20 design projects of varying levels, such as a succulent plant, a dinosaur, flowers, and more.

WILTON BRADLEY

1) Official Volkswagen Kids Camper Van Tent | Ages: 3+ | MSRP: $49.99

Available: Now

Based on the original Volkswagen T1 camper van, this tent fits up to three kids, comes with side and rear doors, and has an opening safari window. Kids can play inside or outside in this tent.

2) Osprey Decoy Dirt Scooter/Xootz Decoy Dirt Scooter | Ages: 6+ | MSRP: $99.99

Available: Now

Kids can ride this scooter reliably over smooth surfaces or rough terrain thanks to the chunky, pneumatic, off-road wheels.

3) Water Wall | Ages: 3+ | MSRP: $149.99 | Available: Now

Kids can play and learn about gravity, angles, and waterflow as they create different streams of water. With a range of modular accessories included, kids can practice problem-solving skills as they pour water from the top of the Water Wall.

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LEGO

1) LEGO DUPLO Santa’s Gingerbread House | Ages: 2+

MSRP: $34.99 | Available: Now

Toddlers can learn through play with this festive, 50-piece construction set. The Gingerbread House is the cozy, snow-covered home of Santa Claus and comes decorated for the season. It comes with a chair, a Christmas tree, gifts, Duplo figures of Santa and two kids, and more.

2) LEGO Avatar Toruk Makto & Tree of Souls | Ages: 12+

MSRP: $139.99 | Available: Oct. 1, 2022

Kids can build the world of James Cameron’s Avatar with a new range of detailed construction sets. The 1,212-piece Toruk Makto & Tree of Souls set comes with minifigures of Jake Sully, Neytiri, Mo’at, and Tsu’Tey and depicts the scene in which Jake joins with the majestic Toruk and is dubbed “Toruk Makto.”

SUPER IMPULSE

1) World’s Smallest Games

Ages: 8+ | MSRP: $7.99 Available: October 2022

The World’s Smallest Games line expands with new, classic games such as Mousetrap, Chutes and Ladders, Clue, and Hungry Hippos (pictured).

2) Sugar Buzz Minis-in-Minis

EDUCATIONAL INSIGHTS

BrainBolt Genius | Ages: 7+

MSRP: $26.99 | Available: Fall 2022

In this mind-bending portable game, kids can watch carefully as up to 21 lights flash at random, then

WS GAME CO.

Monopoly Del Mar Shagreen Edition

Ages: 8+ | MSRP: $249 Available: October 2022

This ocean-inspired version of Monopoly features faux-sharkskin tex tures, shades of aquamarine, and gold foil accents.

Ages: 8+ | MSRP: $7.99

Available: October 2022

This line of miniature col lectibles comes with a miniature candy container that has even ti nier minis hidden inside. Choose from iconic confectionary brands such as Toxic Slime (pictured), Peeps, Pez, Warheads, Chupa Chups, Mentos, and more.

3) Yu-Gi-Oh! Series 1 Ages: 8+ | MSRP: $5.99-18.99

Available: Now

In celebration of the 25th anniversary of Yu-Gi-Oh!, kids can collect their favorite charac ters in two new scales: World’s Smallest Yu-Gi-Oh! Micro Figures (pictured) or 3.75-inch action figures.

PURPLE LADYBUG

1) SunGemmers SunCatcher Craft Kits | Ages: 6+ | MSRP: $13.99

Available: October 2022

Purple Ladybug expands its SunGemmers craft kit line with extra-large kits. These craft kits are not only bigger, but they also come in different shapes. To complete a SunGemmers kit, kids follow the included guides to add gemstone stickers to a preprinted suncatcher window decoration. Once they add all of the gems, kids can display the SunGemmer to see the colors shine in the sun. These sets will feature different themes, including flower garden and aquarium.

2) Design Your Own ClayCreate Hair Clips | Ages: 6+ MSRP: $12.99 | Available: October 2022

Kids can make their own clay charms using the colorful polymer clay in this set, then add them to barrettes and other accessories. The TikTok-inspired craft kit includes detailed molds, multiple colors of clay, and several accessories for kids to customize.

PINKFONG USA

Pinkfong Singing Plush Toy Ages: 18 MOS+ | MSRP: $19.99

Available: October 2022

This bedtime musical plush features songs that kids can activate by pressing the yellow star on its chest. It is made with soft materials for endless cuddles.

THAMES & KOSMOS

1) Candy Vending Machine — Super Stunts & Tricks | Ages: 8+ | MSRP: $39.95 | Available: October 2022

With this engineering kit, kids can build a working toy vending machine to learn about physics, math, and mechanical engineering, then load it with the included soda-bottle gummy candies or other small prizes. When kids insert coins, the coins will perform stunts as they slide down the tracks, get sorted to teach kids simple math lessons related to money, and dispense prizes that will pop out of the machine.

2) Jurassic World Dominion: Flying Pterosaur — Quetzalcoatlus | Ages: 6+ | MSRP: $19.95

Available: October 2022

Kids can build and fly a model of a Quetzalcoatlus featuring a battery-powered motor that propels it through the air while a thin cable keeps it soaring along a circular flight path. After assembling the model, kids can hang it from a ceiling with the included hardware.

3) Creatto Holiday Classics: Dashing Reindeer, Shining Star, Festive Bow | Ages: 8+ | MSRP: $8.95 each Available: Fall 2022

Creatto is a building system that consists of flexible-yet-durable plastic tiles that kids can weave together into 3D creations with no additional materials or hardware required. The Creatto Holiday Classics are a quarter of the size of previous Creatto kits, featuring smaller building pieces that use the same assembly system as the larger kits to create more definition and detail. The holiday styles include Dashing Reindeer, Shining Star, and Festive Bow. Each kit comes with instructions to build two winter holiday-themed models, but the pieces from all Creatto kits are interchangeable.

INSIGHT EDITIONS

American Girl Pop-Up Advent Calendar Ages: 3+ | MSRP: $45 Available: October 2022

Open the cover of this American Girl Doll-themed pop-up calendar to reveal a holiday tree standing above 25 compartments. Kids can open each compartment to reveal different displayable ornaments that feature 12 American Girl characters and their respective animal companions.

RAVENSBURGER

Marvel Villainous: We Are Venom | Ages: 12+ MSRP: $14.99 | Available: October 2022

In this single-character expansion for Marvel Villainous, players take on the role of the alien symbiote Venom. To win as Venom, the player must overwhelm Spider-Man with a number of symbiote tokens greater than the hero’s strength. Venom’s allies include fellow symbiotes Agony, Lasher, Scream, Phage, and Riot, while heroes including Black Cat, Scarlet Spider, and Silver Sable get in Venom’s way.

JADA TOYS

1) Anime Hollywood Rides Robotech Toyota Supra with Figure | Ages: 8+ | MSRP: $24.99 each | Available: Fall 2022

Characters from the classic Robotech anime series inspire this new collection of 1:24-scale, die-cast vehicles and figures. Kids can collect Rick Hunter (pic tured), Max Sterling, Miriya Sterling, and Roy Fokker.

2) Universal Monsters 6-inch Action Figures | Ages: 14+ MSRP: $19.99 | Available: Fall 2022

Jada Toys expands its Universal Monsters collection of 6-inch, fully articulated action figures with a trio of new characters for fall. The Wolfman, The Invisible Man, and Bela Lugosi as Dracula (pictured) join the full pack, including Frankenstein, Bride of Frankenstein, and the Creature from the Black Lagoon, each sold separately. Each figure comes in premium packaging with a variety of accessories.

MSRP: $68.95 | Available: Summer 2022

This developmental toy provides mobility and promotes natural crawling movement. The padded, contoured surface allows babies to rest comfortably on their stomachs while enabling them to use their arms and legs in reciprocal movement. It is designed to move on a hard floor surface with caster wheels.

GEL BLASTER

1) STARFIRE | Ages: 14+ MSRP: $69.99 | Available: Now

Families can blast into the night with the Gel Blaster StarFire and its included StarFire Gellets. The built-in LED activator instantly charges the water-based Gellets to create a glowing light show when fired.

2) STARFIRE XL | Ages: 14+ MSRP: $119.99 | Available: Now

The biggest glow-in-the-dark Gel Blaster can be loaded with more than 1,000 Gellets in seconds. The StarFire XL features a removable buttstock, an onboard battery display, and has adjustable blasting velocity ranging from 185 to more than 250 feet per second.

PLAYMONSTER

1) The Magical World of Disney Trivia Game | Ages: 6+ | MSRP: $34.99 | Available: Now

This board game features 2,000 trivia questions spanning nearly 100 years of Disney history, from the first Walt Disney production to modern Disney and Pixar titles. The golden game pawns are hand-sculpted, scaled representations of Disney characters. Five story points of interest serve as 3D destinations that players can travel to in the game.

2) Glo Friends Wigglebug | Ages: 2+ | MSRP: $39.99 | Available: October 2022

The Glo Friends line has fidget features and other social-emotional learning elements designed for soothing play and reinforcing healthy emotional outlets for kids. This plush Wigglebug features four interactive play modes and motion-sensing technology to re spond to how kids play.

3) Koosh Cameos | Ages: 8+ | MSRP: $11.99 | Available: October 2022

Koosh Cameos feature content-accurate sculpts of pop culture characters combined with a 3-inch Koosh Ball. The first wave features Star Wars and Jurassic World characters.

TONIES

1) Hover Rocket (Lanard) | Ages: 6+ | MSRP: $23.99

Kids can use the rip cord to launch this rocket up to 40 feet high, then watch it hover to the ground. After spinning while flying, the Hover Rocket will gently land vertically.

2) Rock Science Kit (Kid Fun) | Ages: 5+ MSRP: $11.99 | Available: Now

This kit includes 15 specimen rocks, a magnifying glass, and a classification booklet. Kids can identify and classify the rocks while learning about science.

3) Modarri X1 Desert Camo Car (Thoughtful Toys) | Ages: 6+ | MSRP: $29.99 | Available: Now

This set comes with a frame, a hood, a fender, a chassis, four wheels, a hex tool, and rocky terrain. Kids can use the parts to design, build, and drive a camo-print desert car. The set’s parts are compatible with other Modarri cars.

Character Tonies: Brave, PAW Patrol Rubble, Pete the Cat No. 2 Ages: 4+ | MSRP: $14.99 each Available: November 2022

With these storytelling Tonies, kids can listen to audio from popular franchises, including Disney’s Brave, PAW Patrol, and Pete the Cat. The Toniebox (sold separately) is required.

BRIO

BRIO World Christmas Steaming Train Set

Ages: 3+ MSRP: $129.99 Available: October 2022

This 26-piece, battery-operated train is compatible with all other BRIO World railway products. It comes with a cargo crane with presents and a Santa figurine. It is designed to be positioned around the base of a Christmas tree for a decorative holiday display.

MELISSA & DOUG

1) PAW Patroller Activity Center | Ages: 3+ | MSRP: $214.99 | Available: October 2022

Designed for immersive PAW Patrol role play, this interactive activity center features a bench, a steering wheel, a dashboard with sounds, and pedals. Kids can develop social, emotional, fine motor, and developmental skills by using the included slider maze, flip-tile puzzles, and rotating dials and gears.

2) Wooden Shape Sorting Grocery Cart | Ages: 12 MOS+ | MSRP: $74.99 | Available: Now

Launched as part of Melissa & Doug’s first-ever line for infants and toddlers, this wooden grocery cart promotes fine and gross motor skills, hand-eye coordination and balance, and pretend play. The cart is designed to be used as a puzzle, with a built-in shaper sorter on the sides and wooden puzzles that store in the cart.

3) Café Barista Coffee Shop | Ages: 3+ | MSRP: $119.99 | Available: Now

This wooden pretend play coffee shop comes with 34 pieces so kids can play as either the barista or the customer. Kids will practice letters and numbers with the magnetic write-on ordering and payment tablet, work on their sorting skills, and hone their storytelling abilities.

WORLD OF EPI

The Fresh Dolls Rock the Bells Collection Ages: 3+ | MSRP: $12 | Available: Now

The Fresh Dolls is celebrating the 50th anni versary of hip-hop with a variety of products featuring Rock the Bells, a hip-hop lifestyle platform founded by rap icon LL Cool J. This includes a collection of dolls wearing contempo rary clothing and accessories that reflect the influence of the hip-hop genre.

OSMO BY BJYU’S

1) Osmo Reading Adventure | Ages: 5+ | MSRP: $45 | Available: Now

This personalized, interactive reading program helps kids ages 5-7 build reading proficiency and confidence through skill building games. Kids use an app, storybooks, and an interactive crystal wand to play.

2) Little Genius Starter Kit | Ages: 3+ | MSRP: $79.99 | Available: Now

Preschoolers can engage in core subjects through hands-on play. This set comes with four educational game apps that help kids with letter recognition, phonics, drawing, social-emotional learning, problem solving, and more.

2

WREBBIT3D

1) The Batmobile Wrebbit3D Jigsaw Puzzle

Ages: 12+ | MSRP: $32.99 Available: Oct. 1, 2022

The fan-favorite Batmobile from Tim Burton’s Batman (1989) is reimagined as a 255-piece 3D puzzle replica. Kids can build the iconic ride that Michael Keaton drives as Batman using pieces crafted in Canada using a unique foam backing.

2) The Lord of the Rings Golden Hall — Edoras Wrebbit3D Jigsaw Puzzle | Ages: 14+ MSRP: $39.99 | Available: Oct. 1, 2022

Kids can build this 445-piece replica of the golden straw-roofed mead hall from The Lord of the Rings. This 3D puzzle is designed to capture the details of the Meduseld, home of the king of the Rohirrim, a powerful force in Middle-earth.

MGA ENTERTAINMENT

1) L.O.L. Surprise! Loves Mini Sweets Dolls Ages: 4+ | MSRP: $9.99 | Available: Now

PMI

1) Among Us Airship Advent Calendar Ages: 8+ | MSRP: $29.99 | Available: Now

The airship opens into a surprise box filled with seven Among Us crew mate figures, three different Among Us character stampers, 14 stickers, five pets, and four comic strips. The packaging doubles as an Airship game map.

2) Gang Beasts Action Figures 1 Pack Window Box (S1)

| Ages: 8+ | MSRP: $12.99 | Available: Now

Each window box pack comes with a 4.5inch Gang Beasts action figure with move able arms and two pairs of interchangeable glasses. There are four characters to collect inspired by the multiplayer video game.

3) Brawl Stars Collectible Figures 12 Pack Deluxe Box (S1) | Ages: 8+ MSRP: $19.99 Available: Now

Each package contains 12 characters inspired by Brawl Stars mobile game, including two surprise rare figures hidden away and a silver figure in every box. There are 24 different styles of the brawlers in total.

The world of L.O.L. Surprise! expands with a sweet surprise. Kids can unbox characters themed to their favorite candies, such as Jolly Rancher, Hershey’s Kisses, and more. Each doll includes eight surprises. There are 12 to collect in this first wave.

2) Mermaze Mermaidz Winter Waves Color Change Fashion Doll | Ages: 4+ MSRP: $39.99 | Available: Now

These winter-themed mermaid fashion dolls have long hair, new fin sculpts, eye makeup that changes color with icy cold water, and tails that are filled with water and glit ter. Kids can choose from new dolls Nera, Crystabella, and Gwen, or pick a winter-themed version of previous Mermaze Mermaidz dolls Harmonique or Kishiko.

3) Rainbow High Mini Accessories Studio: Shoes | Ages: 6+ | MSRP: $9.99 Available: Now

Kids can collect more than 25 different mini shoes and handbags, ranging from stylish to ultra-rare. Unbox a color trunk box to discover a dustbag, a box containing either a shoe or handbag, and a printed receipt in a matching holder.

MOOSE TOYS

Magic Mixies Magical Crystal Ball | Ages: 5+ MSRP: $84.99 | Available: October 2022

The Magic Mixies line expands with the Magical Crystal Ball, which features more than eight lights, sounds, and reactions. Kids will have the power to create a Magic Mixie and summon it to the Crystal Ball. With a flick of the wrist, a wave of the interactive spellcasting wand, and some very magic words, the Crystal Ball awakens and real mist is beckoned to fill the sphere. The wand’s lights interact with the Crystal Ball as kids continue the spell and create their Magic Mixie, to give it color, a voice, fortune-telling powers, and more. With a final wave of the wand and the words “Magicus Mix us,” the mist disappears and the Magic Mixie plush appears right before kids’ eyes. The magic and the fun continue with the Magic Mixie’s four modes of play: Fortune Telling, Spell, Game, and Tickling. In Fortune Telling Mode, ask the Mixie a question and its forehead gems light up to reveal the answer. Kids can also make the Magic Mixie disappear and reappear again. And when play and the day is done, the Crystal Ball can be switched to Night Light Mode.

JUST PLAY

1) RUKUSfx Motion-Controlled Music Mixer | Ages: 6+ MSRP: $49.99 | Available: Now

With four simple moves, kids can loop, mix, and remix customized music tracks. Kids can create original DJ-style mixes from 100 preloaded music tracks or upload their own music. Finish by using the 80 built-in sound effects and start the built-in LED light show — or upload to the internet to share with friends.

2) Seriously Super Sized | Ages: 3+ MSRP: $26.99 | Available: Now

Series 1 of this food-themed, 24-inch plush collection includes favorite foods such as sushi, chicken drumstick, and cheese burger (pictured).

3) Disney Doorables Encanto Collection Peek Ages: 5+ MSRP: $19.99 | Available: Now

Open the door of Casa Madrigal to discover nine special-edition figures with signature Doorables sparkly glitter eyes and glittery finish. This set includes 1.5-inch versions of Dolores, Louisa, Isabela, Mirable, Camilio, Antonio, Julieta, Pepa, and Bruno.

ABACUS BRANDS

Virtual Reality Animals! Gift Box Ages: 8+ | MSRP: $59.99 Available: November 2022

Kids can uncover the marvels of the animal kingdom with more than 40 360-degree virtual reality (VR) experiences. This set includes a 96page book of animals around the world, VR goggles, and a customiz

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FUNKO GAMES

1) Disney Kingdomania | Ages: 6+ | MSRP: $9.99-29.99

Available: October 2022

Enter the digital game world of Disney Kingdomania. In this game, each level features cherished Disney stories and characters, but troublesome glitches are causing chaos and mixing up the levels. Players must patch the problems before they crash the game.

2) Marvel Battleworld Series 4: Rise of the Symbiotes Game Ages: 6+ | MSRP: $9.99- 29.99 | Available: November 2022

Players can select their favorite hero, rescue their friends, and win battles to defeat Thanos in this expandable adventure game. The game features dozens of collectible characters from the Marvel Universe and brand new locations, battles, and game mechanics.

3)

POP! Puzzles | Ages: 9+ | MSRP: $14.99 | Available: December 2022

These 500-piece puzzles feature characters from pop culture franchises, such as Nickelodeon’s Avatar the Last Airbender and Teenage Mutant Ninja Turtles and the classic holiday film, Elf. Each 18- by 24-inch puzzle is printed using high-quality materials for durability. Puzzlers can enjoy premium artwork that reimagines familiar scenarios using Funko’s signature Pop! Vinyl style.

TOYMONSTER INTERNATIONAL

Flippy | Ages: 3+ MSRP: $24.99

Available: Now

This soft, transforming accessory is designed to help kids enjoy handsfree viewing. Kids can rotate Flippy to find the best of three angles for viewing. It is available in Barbie (pictured) and Jurassic World designs; features a storage pocket; and is compatible with all tablets, smart devices, magazines, and coloring books.

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SPIN MASTER

1) DC Black Adam Toy Collection | Ages: 4+ | MSRP: $$8.99- $34.99 | Available: Now

Kids can recreate scenes from the upcoming Black Adam movie with these action figures and vehicle. The collection includes 4- and 12-inch figures with highly detailed sculpts and true-to-movie styling featuring Black Adam (pictured), Hawkman, Dr. Fate, Atom Smasher, and Cyclone. The 12-inch Black Adam feature figure includes two translucent “energy” accessories that create different sounds and lighting effects. The 4-inch Hawk Cruiser vehicle measures 16 inches wide from wing to wing and includes two 4-inch action figures.

2) Gabby’s Dollhouse Cakey Kitchen | Ages: 3+ | MSRP: $119.99 | Available: Now

This child-size play kitchen looks just like the one from the Netfix series Gabby’s Dollhouse. Kids can twist the knobs on the stove for cooking sounds or place the included Cakey on the cookbook stand to hear phrases, music, and sounds from the show. This playset comes with 23 kitchen accessories and food items, including a mug, a plate, a pan, shakers, cheese, bread, pasta, a cookbook, and more.

THE LOYAL SUBJECTS

1) BST AXN TMNT Wave 3 | Ages: 8+ | MSRP: $18.49 each Available: October 2022

The latest wave of Teenage Mutant Ninja Turtles figures includes Casey Jones, Skull Face, Rocksteady, BeBop, and Krang. Each 1:15-scale action figure features articulation and accessories.

2) Avatar: The Last Airbender Elemental 4-Pack Ages: 8+ | MSRP: $79.96 | Available: Now

Kids can recreate the adventures of Aang, Katara, Zuko, and Toph. Each figure includes accessories to signify its bending powers. This pack comes with a TLS collector’s card.

3) KISS 4-Pack | Ages: 8+ | MSRP: $79.96 Available: Fall 2022

This KISS boxed set includes the Catman, the Starchild, the Demon, and the Spaceman in their signature outfits from the 1979 Dynasty Tour. Each 1:15-scale action figure features articulation and comes with instrument accessories.

Bend-Ems | Ages 3+ | MSRP: $4.99-5.99

Available: Fall 2022

The Bend-Ems action figure line, originally popular in the ‘90s, is back this fall. The first wave of figures will include characters from Sonic the Hedgehog, Miraculous: Tales of Ladybug & Cat Noir, and SpongeBob SquarePants. The 6-inch-scale figures will have the brand name engraved on the back, come packaged in a blister card, and feature bendable arms and legs.

ULTRA PRO

1) Pokémon Trainer Challenge | Ages: 4+ | MSRP: $20 Available: Now

Kids can challenge their Pokémon knowledge in this electronic game, which gives players one fact and two Pokémon. When players correctly identify the Pokémon that matches the fact, they move on to a more challenging question. Players can evolve from Junior to Senior to Master level by answering more questions correctly. The game features a total of 300 questions and 75 Pokémon.

2) Incorgnito | Ages: 8+ | MSRP: $20 | Available: Now

In each round of this game, players must “sniff” out a secret item. The Clue Giver draws an item card, then another player shows an Incorgnito card and asks “Is the item more like a corgi or more like a ____?” The Clue Giver then has to say which is closest to the secret item and why. The other players must use these clues to uncover the item. The game is designed for 3-8 players.

HOG WILD

1) Sticky Punx | Ages: 4+ MSRP: $13.99 each | Available: Now

Kids can use the quick-load slingshots to knock down the Sticky Punx with soft foam balls. Each carnival-themed Stiky Punx stands more than a foot tall and rocks back and forth, adding to the target challenge. Kids can collect three styles — tiger, lizard, and gorilla — each sold separately.

2) Feel Goo! | Ages: 4+ | MSRP: $5.99 Available: Now

Feel Goo! is a sensory toy made up of multiple chambers filled with things like slime, beads, and gel. Kids can collect a variety of Feel Goo! toys in a variety of shapes and sizes, including animals, food, spheres, ovals, and eggs. Each can be squeezed, prodded, and stretched and kids will experience different sounds and feelings like sloshing and crackling during play.

HAND2MIND

BLUE MARBLE

1) National Geographic Science Advent Calendar | Ages: 8+ | MSRP: $29.99 Available: November 2022

This advent calendar comes with 13 hands-on science experiments and 11 real rock and fossil specimens, giving each day an educational activity. This kit also includes a dig brick dig tool, white science magic gloves, and a storage pouch.

2) National Geographic Rock, Mineral & Fossil Advent Calendar | Ages: 6+ | MSRP: $19.99

Available: November 2022

This advent calendar will give kids a new specimen of rocks, gems, or fos sils to add to their collections every day as the holidays approach. On the final day, kids will open a shimmering quartz point from the included mini dig brick.

3) National Geographic Gemstone Advent Calendar | Ages: 6+ | MSRP: $24.99 Available: November 2022

Kids will reveal a new gemstone each day with the National Geographic Gemstone Advent Cal endar. It also includes a storage pouch for the specimens and a complete dig brick.

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1) Numberblocks One & Two Playful Pals | Ages: 18 MOS+ MSRP: $19.99 | Available: Now

These plush versions of Numberblocks One and Two are inspired by the animated preschool series Numberblocks. The squishy characters have embroidered features and are size-proportionate.

2) Bob Books Alphabet Skills Water Workbooks | Ages: 3+ MSRP: $9.99 | Available: Now

Kids can use the included, soft-tip water pen to fill the pages of these activity books with color. Featuring charac ters from the Bob Books Alphabet series, these on-the-go workbooks encourage prereading and fine motor skills.

PLAYMATES TOYS

1) Spy Ninjas: Decoys & Diversions Mission Kit | Ages: 4+ MSRP: $24.99 | Available: Now

This kit comes with an R/C decoy device that features sounds and phrases that kids can activate remotely to confuse people in another room. The set also comes with ninja sticky stars, a Spy Ninjas ID Card, and more.

2) Star Trek Universe Collection | Ages: 8+ | MSRP: $12.99-29.99 Available: Now

Kids can collect vehicles and action figures inspired by the Star Trek franchise, including the Star Trek Universe Retro Action Figures and the matching U.S.S. Enterprise NCC-1701 starship.

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Jurassic World 6V T-Rex Quad

Ages: 18 MOS+ | MSRP: $66.75

Kids can cruise the neighborhood on this dinosaur-themed ride-on toy inspired by the Jurassic movies. The rechargeable, 6-volt battery powers the vehicle to speeds of up to 2 mph while an on-board lever activates Jurassic World-inspired chomp action and a dinosaur roar. The front plate features the Jurassic

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SMART ZONE (HK) LTD

1) Mighty Wheels Green Mighty Mag-Force Machines

Ages: 3+ | MSRP: $49.99 | Available: Now

Kids can enjoy hours of imaginative play with this construction site playset. The included Mag-Man features magnets in his palm that will cause reactions around the site. The wrecking ball retracts, the elevator goes up, and the crane reacts to Mag-Man’s touch. The set requires no batteries.

1

2) Kenya and Nandi | Ages: 3+ MSRP: $19.97 | Available: Now

This Kenya doll comes with her new rescue dog, Nandi, and a variety of accessories, including pretend dog food, a dog bed, a pooper scooper, and more. When kids put a treat in Nandi’s mouth, she eats it, then when they press on her head, she poops it out.

3) Princess Korina Styling Head

Ages: 3+ | MSRP: $21.97

Available: Now

Kids can learn to style their hair with this detailed styling head. Princess Korina has silky, soft, and shiny hair with natural curls that kids can style with the included Magic Lotion relaxer. After washing her hair with warm water and baby shampoo, Princess Korina’s curls return.

compiled by JACKIE CUCCO, senior editor

Food is a necessity in life, and apparently, food is a necessity in the toy aisle as well. Retailers are stocking up on food-themed toys quicker than you can find fresh produce at the grocery store. Fueled by innovations in classic play, toymakers are getting creative with fresh foodie toys across multiple categories, including playsets, games, collectibles, dolls, and plush. From ice cream to pizza and all the sweet and savory snacks in between, kids will be able to find all of their favorite foods in toy form this season. Take a look at some of our favorites below, and despite what your parents taught you, it’s totally OK to play with your food — we promise.

ZURU TOYS

5 Surprise Foodie Mini Brands Ages: 3+ | MSRP: $8.49

Available: Now

Kids can unwrap, peel, and reveal more than 65 mini versions of fast food items from brands such as Subway, TGI Fridays, Sonic, and more. Each capsule contains five different surprises. There are four rare frozen moment minis and eight accessories to collect,

MELISSA & DOUG

Top & Bake Pizza Counter | Ages: 3+ MSRP: $64.99 | Available: Now

This 34-piece set comes with a wooden pizza counter, a pizza paddle, a pizza cutter, a delivery box, a menu, play money, a cheese shaker, felt cheese and sauce, a wooden pizza crust, and wooden pizza toppings. The pieces feature self-stick tabs that hold them together. Kids can slice the pretend pizza with the rolling pizza cutter.

ISCREAM

Chicken Nuggets Furry and Fleece Plush | Ages: 12+ | MSRP: $43

Available: Now

This plush set comes with seven chicken nuggets, ketchup, a container for the nuggets, and a dipping container. Kids can remove the plush chicken nuggets from the larger container to “dip” them in the smaller container. All pieces are made from furry fleece

HEY BUDDY HEY PAL

Cake-N-Bake Challenge | Ages: 4+ | MSRP: $29.99 | Available: Now

This color-matching, cake-building game comes with textured foam cake slices in different colors and icing cards with toppings such as sprinkles, strawberries, and candies. Players are each dealt a game card to bake their own cake, racing to correctly stack their cake with slices and toppings and be the first to ring the game bell to receive a candle card. The first player to collect six candle cards is the champion and gets to wear the included chef’s hat. Special action cards make the game more difficult with instructions, like only using one hand or skipping a turn, while mystery cake cards give players extra help. There are three different modes that change up the gameplay.

MGA ENTERTAINMENT

L.O.L. Surprise Loves Mini Sweets Surprise-O-Matic | Ages: 4+ | MSRP: $14.99 Available: Now

OSMO FROM BYJU’S

Pizza Co. | Ages: 5+ | MSRP: $49 Available: Now

This set combines physical pieces and digital play as kids use a pretend pizza, toppings, money tiles, and more to create a successful pizza business. Kids can be their own boss as they learn how to run and grow a business, saving up their profits to upgrade their shop while using math and critical thinking skills. Players must connect their own iPad or Fire Tablet to activate the game. Real-time audio and visual feedback helps kids learn.

These L.O.L. Surprise dolls come in vending machine-inspired packaging and candy-themed fashions featuring brands such as Jolly Rancher, Hershey’s Chocolate, Reese’s, Chupa Chups, Milk Duds, Sweethearts, Twizzlers, Bazooka Joe, Pez, and Peeps. Kids can press a button on the Surprise-O-Matic machine to dispense accessories they can unwrap. Each package comes with nine surprises, including an L.O.L. Surprise Loves Mini Sweets Surprise-O-Matic doll, an outfit, shoes, a bottle, and more. Kids can feed or bathe the doll for a water surprise. There are 12 dolls in the collection.

HASBRO

Play-Doh Kitchen Creations Ultimate Ice Cream Truck Ages: 3+ | MSRP: $94.99 | Available: Now

This 3-foot ice cream truck comes with 12 Play-Doh colors and 27 tools, such as cones, dishes, stampers, and molds, that kids can use to create pretend ice cream. There is a soft serve machine, a scooping station, a cash register that makes “cha-ching” sounds, and built-in storage. The set also plays classic ice cream truck jingles.

JUST PLAY

Disney Junior Alice’s Wonderland Bakery Alice Doll & Magical Oven Set | Ages: 3+ MSRP: $42.99 | Available: Now

This set features a light-up oven that plays phrases and sounds from Alice’s Wonderland Bakery on Disney Junior, including the “The Baking Song.” Kids can build stackable cakes, press the Wonder Whirl button to watch the cakes magically spin and to hear sound effects, and place the pot on the burner to hear realistic cooking sounds. The 10-inch poseable Alice doll features rooted hair, a removable outfit, and a headband. The set also comes with two stackable layer cakes, a pot, two spice jars, and a spatula.

toybook.com

THE TOY OF THE YEAR (TOTY) AWARDS — ALSO KNOWN AS “the Oscars of the toy industry” — is finally back in person. After checking out this year’s star-studded event, test your knowledge of TOTYs past.

3. WHICH POPULAR GAME MARRIES SCRABBLE, BOGGLE, CROSSWORD PUZZLES, AND DOMINOS? IT WAS SO “A-PEELING” THAT IT WON THE GAME OF THE YEAR AWARD IN 2009.

1. NAME THE TOY (PICTURED) THAT WON THE 2022 OVERALL TOY OF THE YEAR AWARD IN FEBRUARY? (HINT: IT WON THE PEOPLE’S CHOICE AND PLUSH TOY OF THE YEAR AWARDS, TOO!)

4. IN 2017, WHICH TWO LONG-STANDING CATEGORIES OF TOYS WERE DROPPED FROM THE TOTYS?

LOOM TOOK BOTH THE TOY INDUSTRY AND THE TOTY AWARDS BY STORM. WHICH CATEGORY DID IT WIN?

A. TOY OF THE YEAR

5. IN 2018, WHICH TWO TOYS WERE JOINT WINNERS AND SHARED THE OVERALL TOY OF THE YEAR AWARD?

B. SPECIALTY TOY OF THE YEAR

C. ACTIVITY TOY OF THE YEAR

D. GIRL TOY OF THE YEAR

E. ALL OF THE ABOVE

2. WHICH COMPANY HAS WON THE MOST TOTY AWARDS (41 TOTAL THROUGH FEBRUARY 2022; NOT COUNTING THIS MONTH’S AWARDS)?

A. MATTEL

B. HASBRO

C. LEGO

D. MGA ENTERTAINMENT

E. SPIN MASTER

8. EARNING A TOTY AWARD DOES NOT ALWAYS GUARANTEE BRAND LONGEVITY FOR THE WINNING TOYS. WHICH TOY BEAT OUT HOUSEHOLD NAMES SUCH AS BARBIE, BRATZ, AND GROOVY GIRLS FOR THE GIRL TOY OF THE YEAR AWARD IN 2001?

The first set in Debbie Sterling’s innovative line of construction sets.

6. DEBBIE STERLING CREATED AN INNOVATIVE CONCEPT FOR GIRLS’ CONSTRUCTION TOYS THAT WON THE EDUCATIONAL TOY OF THE YEAR AND PEOPLE’S CHOICE AWARDS IN 2014. WHAT WAS THE TOY LINE?

9. THE FIRST NORTH AMERICAN TOY FAIR WAS HELD IN FEBRUARY 1903. WHAT YEAR DID THE TOTYS BEGIN?

Goldieblox(GoldiebloxandtheSpinningMachine

FUSING EDUCATION AND GAMES IS AT FOXMIND’S CORE

The Toy Book caught up with FoxMind CEO David Capon about the company’s evolution, new product launches, and the staying power of core values.

by MADDIE MICHALIK, outgoing editor-in-chief

Toy Book: FoxMind started as a small company 20 years ago and is now a significant player in the games aisle. How has the company evolved? David Capon: When I founded the company, I wanted to combine business, creativity, and doing good. The idea behind FoxMind is to contribute to the development of different skills while also having “smarter fun.” Today, this idea is still our compass for each game that we develop. As our product line evolved, we introduced family and strategy games.

The market has reacted positively to our efforts, rewarding us with numerous nominations and awards. This recognition allowed us to successfully expand our distribution worldwide.

TB: At its core, FoxMind makes sure to incorporate educational topics or skill development in each game it publishes. Why is this tenet so important for the company?

DC: It’s in the FoxMind DNA. Humans need different skills to survive and thrive. Reasoning, verbal and nonverbal commu nication, spatial logic, and emotional acui ty are all skills that we need. They provide us with a sense of well-being when we are good at them. This is why we get plea sure from solving a Sudoku or a Wordle challenge. It is a visceral pleasure.

TB: How has game development evolved for the company over time? DC: While the core of what makes a good game hasn’t changed, we have experienced many changes in regard to

implementing technology that allows us to accelerate the time to market and be more efficient. In many respects, we operate like a book publisher or a film producer: We aim to capture the audience through the theme of the game and its mechanics.

lines is that our products are made of the best silicone, and as a result, offer the best tactile experience.

TB: The Pop It! and Go Pop! lines are a runaway hit worldwide. What are the factors to which you attribute its success and what do you think will maintain its popularity?

DC: The success of Pop It! and Go Pop! was a long time in the making. It enjoyed a push during the global pandemic that resulted in millions of families confined to their homes, the increase in popularity of social media channels such as TikTok, and the anxiety associated with the lockdowns, which the Pop It! products help to relieve.

Another factor that we attribute to the success of the Pop It! and Go Pop!

I believe that in the long run, Pop It! and Go Pop! will be able to sustain their popularity, in part because we are always coming out with new ways to play with these products. We just launched a line of collectibles called Pop It! Pets, plus we have Pop It! Pro, the Go Pop! Rulio ruler, and Loopio collectible bracelets. But, going back to the original reason for why we have produced the first Pop It! prod uct: You can play a quick and smart logic game called Last One Lost with a friend. I think that one day every person will know how to play Last One Lost the same way as they know how to play tic-tac-toe. My preferred version of the game is the hexagonal version called Hexo.

Source: FoxMind

TB: One of FoxMind’s big product launches this year is Match Madness. How has response at retail been so far? DC: Match Madness has proven to be a favorite in many countries, including the U.S., Canada, France, Scandinavian coun tries, Germany, and Israel. The success of the game led to Target and Barnes & Noble listing it for their stores in 2022. It is a quintessential FoxMind game as it can be explained in seconds, is smart and challenging, can be played by 1-4 players, and is a great family and party game.

»

by MADELEINE BUCKLEY, senior editor

THE COLLECTION OF ICONIC moments and imagery from E.T. The Extra-Terrestrial is extensive, and for many, deeply resonant. It takes little more than a glowing finger, a red hoodie, a full moon, or a handful of Reese’s Pieces to evoke the memory of watching the classic film from director Steven Spielberg. But we cannot forget the movie’s many toy-centered moments — from the Speak & Spell that helps E.T. phone home and Elliott’s iconic flying bike to the large pile of stuffed animals that help hide E.T. from the grown-ups.

The story of E.T. is, after all, one of childhood and growing up, which makes it fitting that, as the movie celebrates its 40th anniversary this year, there is a robust new lineup of E.T. toys, games, and collectibles to commemorate the occasion. According to David Voss, senior vice president of global design for toys and

Universal Brand Development, the Universal team was excited to tap into those iconic visuals and moments when selecting toy partners for the anniversary collection. “E.T. felt like an extra-special moment for many of us on the team, as we all grew up with this film as a core memory,” he says.

The first idea? Partnering with Kuwahara to launch a (pre-sold-out) replica of Elliott’s bike. Then, Universal filled out its licensing roster with a wide range of partners, including Mattel, TOMY, NECA, The Noble Collection, Basic Fun!, Hallmark, Funko, Build-A-Bear Workshop, Numskull, Ravensburger, Wow! Stuff, and Posh Paws.

Each of these partners is putting its unique stamp on products inspired by the movie’s most well-known scenes and appealing to a wide spectrum of consumers, from long-time fans who saw the movie during its initial theatrical run to young kids who are just being introduced to E.T. and Elliott for the first time through play.

ages 7 and up, but would be equally at home on a collector’s shelf.

“By focusing our range on iconic scenes, we are able to tap into adult nostalgia while inviting younger fans to celebrate what we know will be magical movie moments they will remember as they grow older,” says Julian Montoya, senior vice president at The Noble Collection. The company is also offering multiple collectible E.T. plush and a Toyllectible Treasure diorama, which recreates the iconic bicycle scene.

While these Noble Collection items offer fairly photo-realistic versions of the movie’s titular extra-terrestrial, that isn’t the case for every E.T. 40th-anniversary toy. In fact, fans can collect multiple different visual interpretations of E.T. this year.

“I think we all recognize fans today love to see new expressions of characters they love,” Voss says. “Working in partnership with the tremendous team at Amblin and our incredibly talented internal design team, we found toy partners to help us create multiple new expressions of E.T. As you might imagine, it was a journey that included a lot of creative experts focused on delivering the best possible designs to celebrate this beloved character.”

In some cases, companies got to recreate E.T. in their signature styles — as a Funko Pop! collectible, as a Fisher-Price Little People figure, and as an itty bitty plush from Hallmark. Mattel also created what Voss calls “one of theMattel and TOMY’s stylized E.T. plush, compared to the E.T. BendyFig

The Noble Collection, for example, is offering a BendyFig posable collectible of E.T., which comes with a flower pot accessory. The 5.5-inch figure is designed for kids

cutest E.T. plush of all time."

"We went through dozens of sketches and stylizations because we wanted to make sure that we captured E.T.’s sweet, child-like innocence through the sculpt. Aside from making his proportions even cuter with a larger head and smaller body, we put a lot of emphasis on his eyes," says Jan Jauregui, manager of product design at Mattel.

TOMY also made a plush E.T. as part of its Toomies line. Designed for kids as young as age 1, the My Best Friend E.T. Interactive Plush features a light-up

beating heart and more than 25 sounds and phrases from the movie. “We wanted to capture and recreate the iconic bond between E.T. and Elliott from the movie, take those key feelings, and put them in a toy that captures the child’s imagination,” explains TOMY Senior Marketing Manager Nicoleta Becheanu.

That bond, and E.T.’s emphasis on human connections, is why Becheanu believes the movie still widely resonates after four decades. “It celebrates extraordinary things happening to ordinary people, with great storytelling that

brings wonderment through the eyes of a child,” she says. “Multiple generations have grown up with these iconic characters and today, more than ever, people want to reconnect with things that bring them joy.”

In the spirit of that joy and nostalgia, the E.T. 40th anniversary toys are hitting shelves through the rest of this year. The toys may be just one section of the movie’s larger anniversary licensing program, but they are undoubtedly one of the most indelible, capturing the heart of this beloved ‘80s classic. »

The professor-turned-toy industry mogul is making history.

by HANNAH SACKS, editorial assistant

IT’S NO SECRET THAT DOLLS HAVE been around for as long as we can remember. In fact, according to the National Gallery of Art, dolls are thought to have been in vogue since prehistoric times. Although dolls have such a rich history, most doll lines represent only a fraction of the world’s population. A recent poll from the Pew Research Center reveals that 46.8 million people in America identify as Black — and that number is rapidly growing. And yet, for a population that large, they are still massively underrepresented in the doll aisle. Enter: Dr. Lisa Williams.

FROM PROFESSOR TO CEO

Dr. Lisa Williams didn’t begin her career in the toy industry. She started out as a professor, successfully attaining her PhD in supply chain management and going on to become the first African-American female to get tenure at Pennsylvania State University. Later, she was enticed to

attend the University of Arkansas, where she met several members of the Walton family. Through these connections, Williams was asked to write a book that would be sold at Walmart, then a line of kids’ books, and then finally, a doll line.

But Williams wasn’t so sure. She had no prior experience with dolls, much less the toy industry. Initially, she refused. Why would she create something she didn’t know anything about?

And then, something took her aback: While watching an updated doll study on TV, Williams saw a young girl refuse to play with a Black doll. “She said she didn’t want to play with the Black doll because the Black doll’s skin was nasty,” Williams recalls. “She literally touched the back of her hand and she said, ‘nasty.’”

At that moment, Dr. Williams knew that she had to do something. She swore to herself that “never again would [kids] be ashamed of playing with a Black doll or internalize the unattractiveness of the doll

to mean somehow that they were less than.” And with that sentiment, the World of EPI was born.

The World of EPI — which stands for the World of Entertainment, Publishing, and Inspiration — aims to create toys that reflect truly authentic representation, be ginning with the dolls’ skin tones. Instead of using Pantone colors, the World of EPI uses custom-blended skin tones. “The dolls I was seeing on the shelf weren’t truly reflective of brown skin tones,” explains Williams. “They didn’t have undertones, they didn’t have the beautiful brilliance, so I started mixing paints and coming up with different skin tones.”

TRULY AUTHENTIC REPRESENTATION

Every feature of each doll is taken into account, down to their hair. There are lots of different patterns, such as curly, wavy, straight, braided, and more. “We wanted to make sure all kids’ hair types were represented,” Williams explains. But

it doesn’t stop there: The bodies of the dolls are varied, highlighting different body types and clothing that reflects the modern era. All of the dolls are articulated and have diverse features, in direct comparison to the one-note doll faces that are common on the market. “We consider all of our dolls’ faces to be truly unique works of art, because they’re all sculpted to represent that beauty in that particular ethnicity,” she continues.

But Williams wanted to make sure that representation also went beyond skin tone. Alongside its other lines, the World of EPI has fashion doll lines that represent both girls and boys — the Fresh Dolls and the Fresh Squad. “We can’t miss 50% of our population, who are boys!” Williams laughs. “I think it’s important that we give boys the opportunity to express themselves, not only with cars, but also with dolls. When boys are walking down the aisle, they need to see themselves reflected in a powerful way.”

Kids can get their first ideas of the world through play and dolls are often used as a problem-solving tool in therapy or classrooms. By creating dolls for every gender, companies are essentially giving kids permission to live their lives in their most authentic way. “We have to reflect the truth of who [kids] are when we’re creating dolls for them,” Williams says. “The idea is for them to play, be aspirational, and envision themselves being anything they want.”

Just as it’s important to include gender diverse toys, Williams says it’s important to incorporate multicultural toys into kid’s playtime. “We live in a multicultural society,” she explains. “Diversity is reflected everywhere you look. There’s one humanity, but there are different ethnicities. Everyone needs to see themselves reflected.” She adds that when kids go to school, they see multiple different ethnicities, genders, hair colors, and hair types around them. Kids are more open to diversity because hopefully, they see it every day at their schools. Their minds are more open to differences than most adults. “They’re just extending that play and interaction from school into their playtime,” Williams says. “[Having the dolls at home] allows them to have a deep reverence for the beauty in differences. Having multicultural play now will lead to a more healthy,

embracing, multicultural society as they continue to grow.”

THE FUTURE IS MARVELOUS

These concepts come together for the World of EPI’s latest collaboration. This year, Disney named the company as the master toy licensee for the Disney+ animated series The Proud Family: Louder and Prouder. This reboot of the early 2000s series features a Black family living in California. “This license means so much because my kids grew up watching The Proud Family,” Dr. Williams says. “Now fast forward a few years and we’re making those dolls for these amazing characters. Dreams do come true.”

This fall, the World of EPI’s collaboration with Disney expands with collector dolls for Marvel Studios’ Black Panther: Wakanda Forever film. When she first watched Black Panther (2018), Williams was impressed by the female characters in the film, in addition to the perfor mance of the late Chadwick Boseman as Black Panther. “I was so captivated by the female characters’ strength, spiritual connection, and wisdom,” she says. Now, several years later, the World of EPI is representing these characters authentically in doll form.

For its Black Panther doll line, the World of EPI created a patented technique for dreaded hair, inspired by one of the characters in Wakanda Forever. To Williams’ knowledge, they are the first doll line to do this in mass production. She wanted to make sure that each char-

acter was truly and authentically represented, from their intricate outfits to their hair.

“Just to be a part of bringing such a powerful movie with such a meaningful message to the hands of kids of all ages, it’s one of those things that when my last breath is breathed, I will think of that moment,” she says. “I will think of that moment, working with Marvel to create these dolls. That’s how meaningful this experience is to me.”

And World of EPI is just getting started when it comes to refreshing existing categories. The company partnered with LL Cool J’s Rock the Bells to celebrate 50 years of hip hop with roleplay products, costumes, fashion dolls, fashion accessories, and coloring books.

Although her journey hasn’t always been an easy one, Williams’ successes are sweet. For her, the biggest joy is seeing the look on the faces of kids of color. “We’re creating dolls that this generation is loving and embracing and being empowered by,” she says. “They’re going to pass [those dolls] to their kids and say, ‘Here’s another authentic doll to represent you and your beauty and your brilliance and your ethnicity.’” It’s a gift that keeps on giving. »

Hannah Sacks is an editorial assistant at Adventure Media & Events. She writes feature pieces, trend articles, news, and product roundups for the Toy Book, the Toy Insider, and the Pop Insider. When she’s not writing, she can be found with a good book and a huge plate of dumplings. Follow her on Instagram @hannahsacks.

Left to right: Dr. Williams’ first line, Positively Perfect Dolls; the Nakia doll from the Wakanda: Forever line; the Fresh Squad Source: The World of EPI

The iconic outdoor brand gears up for major anniversaries next year.

by MADDIE MICHALIK, outgoing editor-in-chief

WHAM-O TURNS 75

The classics never go out of style. Next year, Wham-O has major plans to celebrate the company’s 75th anniversary, in addition to three major milestones for some of its most iconic brands. Wham-O is behind some of the most recognizable toy properties of all time, including Frisbee, Slip ‘N Slide, Hula Hoop, Hacky Sack, Superball, Trac-Ball, and Boogie Body Boards. Plus, the company’s legacy lives on with several licensees that will introduce products in new categories, including Jazwares for pet toys; Winning Moves Games for a retro line including Frisbee, Superball, and Hacky Sack, with a reintroduction of the Slip ‘N Slide planned for next year; and Bentex for a new line of adult and kids’ apparel next year.

Honoring the legacy that Arthur “Spud” Melin and Richard Knerr left behind when they founded Wham-O in 1948, the company will debut a new logo and will create a special, limited edition Frisbee in honor of its 75th anniversary. Stay tuned for many more announcements in the next few months!

65 YEARS OF A POP CULTURE PHENOMENON

The modern Hula Hoop was inspired by Joan Anderson’s trip to Australia in 1957, when she learned that kids were playing with bamboo rings to exercise. One year later, Wham-O began manufacturing 42-inch diameter hoops made from plastic. The fad began in July 1958 when 25 million units were sold in less than four months, and sales reached more than 100 million hoops in two years. The Strong inducted the Hula Hoop into its National Toy Hall of Fame in 1999. There are more than 20 types of Hula Hoops sold today, including light-up, do-it-yourself, and glow-in-the-dark versions.

FRISBEE SPINS INTO 65TH ANNIVERSARY

Who knew the nationwide obsession with UFOs would lead to one of the best-selling toys of all time? In 1957, Wham-O introduced the Pluto Platter, aka the Flying Saucer, that could soar, spin, and skip through the air. In 1958, the brand was renamed Frisbee, influenced by the tins from the Frisbie Pie Co. The popularity of the Frisbee transcended kids when the International Frisbee Association was formed in 1967 and the competitive game Ultimate Frisbee was introduced. The Strong inducted Frisbee into its National Toy Hall of Fame in 1998. Licensee Winning Moves Games currently sells Retro Frisbees with a ‘50s look and weight.

40 YEARS OF HACKY SACK

Inspired by a Native American game in which individuals kicked a small bean bag without using their hands and arms for as long as possible, Mike Marshall and John Stalberger experimented with different versions of a sack that would last. In 1973, the duo perfected the design — a two-panel, leather, round shape stitched from the inside — that remains in use today. Wham-O originally marketed the Hacky Sack as a soccer training aid, and the World Footbag Assodo in 1984. Licensee Win-

This spring, Jazwares will launch a Wham-O Pet Toys collection, featuring beloved brands specially made for furry companions in mind: Picture a dog gliding down a Slip ‘N Slide, chasing after a Superball, and more. The 2023 launch will feature 4-foot end caps — filled with Frisbee, Hula Hoop, Slip ‘N Slide, Hacky Sack, and Superball products made for pets — at PetSmart and other major pet retailers.

All information and photos were provided by Anjar & Becker Associates, the global licensing agent for Wham-O

THE IMPORTANCE OF INFLUENCER CONTRACTS

5 Crucial Steps to Protect Your Company

by CHARLENE DELOACH, ESQ., CEO, Total Toy Creative

FOR MANY TOY BRANDS, influencers provide valuable customer lead generation. These social media con tent creators are a significant component of today’s marketing strategy, however, the system can sour if a company does not have clear contracts for its influencer network operations.

If you have, or are about to have, an influencer network, consider the legal implications of operating it. Many toy brands begin with a list of influencers who request toys for review. It may start small by fulfilling a couple of requests, but it can rapidly expand into hundreds of individual content creators with differ ent expectations. When executing your influencer network, ensure your company has a robust legal strategy by reviewing these five LEGAL considerations.

LEGAL LIST

One of the first things you will have to decide is if you want to issue a contract, an agreement, or a memorandum of understanding (MOU) with a content cre ator. Your legal counsel should elaborate on the pros and cons of each related to your company’s influencer network goals.

A (very) general gist to explain the three differences is that a contract con tains specific terms from both parties. That means influencers also define their asks and negotiate a deal. Alternatively, an agreement only includes terms from the issuing party. So, the content creator either agrees or does not. Lastly, an MOU is a common understanding with no legal commitments or obligations. You are stating your influencer network’s overall mission and criteria. The influencer signs to show they understand how it works, and there is no obligation to perform by either side.

ENGAGEMENT TERM

Another factor you’ll need to consider

is how long you want your legal docu ment to last. Are you going to execute a document for each campaign, or is the one document binding for the entire year? Depending on your answer, you’ll have to adjust the type of legal docu ment, and you’ll have to make sure you have internal systems and processes in place to issue and monitor them. Consider using Docusign or Hello Sign to make it easier for your teams. Brands can also use Google Forms for MOUs, and influencers can check a box to indicate their approval.

GENRE

When figuring out your legal strate gy, you’ll need to figure out a strategy for each genre of influencer or aspect of your business. You may decide on a different type of legal document depending on if you are partnering with a mega-, macro-, mid-tier, micro-, or nano-influencer. Generally speaking, a mega-influ encer is one with more than 1 million followers, often with celebrity status. A macro-influencer has a social media platform with 100,000-1 million followers. A mid-tier influencer has a larger swath of influencers with 50,000-100,000 followers compared to micro-influencers, who en gage with 10,000-50,000 followers. Lastly, nano-influencers have 1,000-10,000 followers. According to Zero Gravity Mar keting, each influencer tier has pros and cons regarding marketing impact. Still, those influencer levels also have advan tages and disadvantages in terms of ease of executing legal contracts.

ACCEPTANCE

The hardest part of operating an influencer network is accepting that you should have legal documents to sup port it. Influencer marketing has grown exponentially. According to a January 2022 Forbes article, only 9% of market

ers used TikTok in early 2021. However, by mid-year, that number increased to 50%. Influencer marketing is a $15 billion business in 2022, with expectations of being even higher in future years. Com pared to 2016, with less than $2 billion of spending on content creators, the money has significantly shifted to this marketing segment, and so should the execution of legal documents.

LEGAL REVIEW

Each brand should have legal counsel who can draft agreements recognizing state or federal laws or laws applicable to your business operations. However, many attorneys do not understand influencer networks and how they operate. So, when engaging with your counsel, you may have to educate them on social media influencer programs to ensure you have a robust legal process in place.

Once you understand you need a legal system to accompany your influenc er network, take steps to implement your legal strategy depending on the influenc ers you will use, your company’s band width, and your expectations. Spending the time upfront on legal agreements for influencers will mean less hassle, stress, and costly legal bills later. Following these tips will provide clarity, conciseness, and clear communication with content creators, and will protect your product and your brand’s finances, reputation, and longevity.

»

Charlene DeLoach is an influenc er, attorney, and business consul tant at playroomchronicles.com. Her Total Toy Creative program helps toy brands with influencer programs, email marketing, and project planning. Reach out to her at toybox@playroomchronicles.com.

by TRINA MCFARLAND, owner and general manager, TinkerTini

THE TOY BUSINESS HAS AN APPETITE unlike any other for creativity and fresh, original concepts year after year. Because our industry thrives on newness and novelty, many toy manufacturers have discovered that a healthy mix of internally generated concepts and externally sourced inventor concepts are integral to their success. These unique demands have cultivated a highly specialized, wildly talented, and yet relatively small group of professional inventors that have had success with hundreds of concepts brought to market over the past 20 years.

But now, many of the top talents from this group are rapidly shifting their priorities as they approach retirement. Some of this anticipated attrition has already begun as inventors are exploring exit strategies that include acquisitions by major toymakers.

With the potential changing of the guard looming, now is the time to stabilize and invest in the global talent pool and try new approaches, techniques, and methods to cultivate a more diverse and sustainable inventor community.

Some of our efforts can (and do) include programs with global universities like TOMY International and Brunel University’s Student Inventing Challenges that launched last year and will continue this fall. (Editor’s note: Read more about this partnership in the June 2022 issue of the Toy Book.) Educational opportunities are great for inspiring new inventors, but what about established inventors? Are we maximizing the potential of those who already exist? Sadly, I believe we are not.

Japan is an epicenter of trends and franchise-building intellectual property, and also home to the second largest community of inventors in the world. This region has some of the brightest and most mechanically talented inventors, but they’re often left behind or forgotten. To date, our industry has yet to find a way to integrate them into our “inner circle” top talent pool as we have done with inventors based in the U.S. and the UK.

Some companies have made an attempt to connect with Japanese inventors by employing agents to be the go-between to scout for new ideas. But, since the agents aren’t necessarily professionals in the field, success has been fairly limited.

Over the years, the toy industry has developed a type of shorthand with inventors in the U.S. and the UK — an abbreviated communication style and way of working with the talent pool. We need to admit that we often become stuck in our U.S.-centric mode of doing business, and that our established working relationships have perhaps been perceived as “buddy buddy.” This informality can feel overwhelming to non-western cultures and has never translated to how Japanese inventors approach business.

It’s been a real challenge to back up and ask ourselves:

• How do Japanese inventors do business within their own region where they already have a proven track record of success?

• What do they need to feel welcome and motivated to engage elsewhere in the world?

• How can we make our exhanges and interactions more productive, so that we all have the sustained patience to become better together?

• Do they have a willingness to reconnect and actually want to do business with companies outside of Japan?

We think so and we’re feeling hopeful for the future.

“Working with global toymakers has a myriad of benefits for Japanese inventors, and the desire and demand to connect is there. Often, their inventions are only licensed domestically in Japan, and some of the larger firms have concept archives going back into the ‘80s,” says Vincent Imaoka, a former inventor relations executive at Hasbro who now serves as the senior manager of business development and consumer products at Viz Media. “I’m glad to see a thoughtful effort to en-

gage with a community I know has yet to be unlocked with much potential for both Japanese inventors and the companies with the patience and commitment to engage them the right way.”

At TinkerTini, we believe that four main points stand out as crucial to fostering relationships with Japanese inventors:

1. Easier, direct access to companies so they are in fold with current needs and asks. This will allow them to respond with the same speed as inventors in the U.S. and the UK.

2. Language barrier solutions so they can have regular and ongoing updates and direct communication on their active product concepts.

3. More feedback, guidance, and direction on concepts with context about how they can or can’t translate to the global toy market.

4. Focus on business first with effi ciency and respect for their time while eliminating the perceived requirement to develop personal relationships first.

Welcoming Japanese inventors is an investment in the future of our global toy business as we adapt and make space for all inventors to rise, regardless of location, culture, and language barriers. Together, we can share the goal of bringing innovative new toys and games to market that kids and families around the world can enjoy for years to come. »

Trina McFarland is the owner and general manager of TinkerTini, a full-service inventor relations agency founded in 2018. In 2020, she launched Tinkerly, a first-ofits-kind innovation platform for managing external innovation outreaches, connecting more than 500 global inventors with toy and game manufacturers and licensors. Her path to inventor relations began at Disney in 2004, where she created and launched the first licensor-driven Inventor Outreach program. She then went on to manage inventor relations for Jakks Pacific, Fisher-Price, and Mattel.

A Look at How the Supply Chain is Stacking Up for Next Year

by ERIN GAGNE, logistics coordinator, GPI

TOYS AND GAMES BRING FUN, smiles, and entertainment to families everywhere. As for shipping all that fun — well, that has not been a good time over the past two and a half years.

Rather than waiting for “normal” to return, the toy industry has been forced to adapt and change how it plans for shipping — both financially and in creating the timeline from production to warehouse delivery. If you haven’t already adapted your plans for next year, it’s time to jump on board!

LEARNING FROM THE PAST

As recently as 2019, freight wasn’t a worry for toy and game companies. It only took a little more than a month to get products across the ocean and onto retail shelves worldwide. Now, it takes more than 2-3 months, which means companies have to plan far into the future — well before the future product even hits the production floor — or miss crucial fulfillment deadlines.

As production begins on a new toy or game, companies and creators get to work selling their products to retailers. Delivery dates are set and the process begins. Back in 2019, hitting the promised delivery dates was fairly easy to manage when the supply chain was dependable, pricing was stable, and timelines were reliable. Today, it’s more than a challenge, especially where freight is concerned.

In 2020, as the world struggled to cope with beginning of the COVID-19 pandemic and the lockdowns that came with it, the global supply chain quietly started to break. A skeleton staff at ports and warehouses paired with social distancing protocols slowed the processing

of incoming containers, which began to pile up at the ports.

The general public barely noticed. After all, warehouses were still stocked with toys, games, dolls, action figures, and plush.

with the influx of containers that are still pouring into our ports.

HOW TO BE BETTER PREPARED

While pricing is slightly better than it was two years ago, getting containers on the move once they arrive is no easy task. Containers can still sit at the port waiting to move for weeks at a time. So, how is the toy and game industry expected to manage this problem looking ahead into next year?

We’re managing it by planning far ahead in advance.

Pandemic-related lockdowns forced families to find fun and entertainment at home, and the toy and game industry happily delivered. As business boomed, the warehouses emptied quickly and containers were not coming in on time to replenish the stock. The need to restock was imperative and game companies quickly began to realize they needed more products in the warehouses. At the same time, the freight industry also took note. More demand meant freight prices soared as companies paid outrageous prices to ship containers of happiness to their warehouses. But even as lockdowns eased, the backup of containers and the increasing volume of imports was overwhelming ocean ports and freight trains, pushing the entire supply chain to its limit.

And now, here we are in the back half of 2022, still struggling to keep up

Some game companies and designers are now adjusting their product timelines to factor in delivery delays. You should now assume that it could take three months to get goods from Chinese factories to U.S. warehouse doors. It may only take 60 days, but it could take 90, and having that four-week buffer can mean the difference between hitting a critical delivery date or missing it by several weeks.

The toy and game industry has adjusted its expectations when it comes to freight and shipping, but it’s still a learning curve that we’re just getting used to. We need to stay on our toes and make the changes necessary to stay ahead of the game. »

Erin Gagne keeps the trains running on time for GPI, tracking completion dates for the large majority of its customers and arranging shipping and delivery of goods to one or multiple locations. She entered the toy and game industry at age 14, assembling parts for a plastic manufacturing company. Contact Erin by email: freight@madebygpi.com or visit madebygpi.com for more information.

“The toy and game industry has adjusted its expectations when it comes to freight and shipping, but it’s still a learning curve that we’re just getting used to.”

PERFECTING YOUR BRAND

by KIARA IMANI, WiT board member and co-founder of LikeU

CREATING A STRONG BRAND WITH high visibility is one of the best things you can do if you run your own business. But establishing your brand identity, coming up with an exciting elevator pitch, and learning how to promote your business effectively takes time and practice. It’s easier said than done.

If you’re feeling imposter syndrome or fear of failure, you’re not alone. Here are some steps you can take to empower yourself and market your business.

IDENTIFY YOUR STORY

Do you know what your brand is? In the age of social media, we all have a digital footprint that people use to define us online. Businesses are no different; people often draw conclusions based on the way a brand presents itself digitally. Additionally, in order to create an unforgettable brand, its important to consider how others perceive your brand and the emotions it evokes.

When thinking about your brand, ask yourself these questions:

• Who are your primary and secondary audiences?

• What is the clear messaging behind

your product?

• What are your brand’s values and your goals?

• What do people feel when they encounter your merchandise?

• What is the common thread you can integrate into all of your offerings?

There are many excellent examples of a successful brand. Take Mattel’s Barbie — a brand built so well that people immediately recognize the color, song, and look associated with the doll line. The common thread of your brand story may be parenting, education, empowerment, STEM, sustainability — whatever is at the core of your brand, people should be able to see it in everything your brand puts out in the world.

DEVELOP YOUR ELEVATOR PITCH

Once you feel confident about your brand story, it’s time to think through your “elevator pitch.” This is a 30-second version of your story that you should always have at the ready. Here are a few things you should keep in mind as you develop the pitch:

• Keep your pitch relevant to the situation. You should always start your

pitch with your name and a relevant title summing up what your company or brand does. Your brand may have many offerings or facets to its brand identity, but again, it’s important to focus on that common thread that ties everything together. Don’t just list off all your brand’s impressive accomplishments — this can get overwhelming and confusing for those to whom you’re pitching.

• It’s okay to attach an “ask” to your pitch. It’s important to be clear with yourself on what it is you actually want for your business. What do you want to get out of pitching your brand? Are you looking for new intellectual property (IP) to potentially license? Are you seeking more ways to implement STEM in your toys? Do you just want to connect with better warehouses to combat the global supply chain issue? Whatever it is, ask for what you want directly.

• Don’t be afraid to show your excitement. In the business world, there’s often a belief that you must always be reserved and professional. But when you’re genuinely excited about your work, it’s more than okay to share that. That excitement can be contagious and can actually help you more effectively share what you’re about.

• Preparation and practice matter. Before sharing your pitch publicly, write it out and practice it. Ask a friend or colleague to listen to your pitch and provide feedback. Be open to criticism, and don’t jump to the conclusion that anyone who doesn’t like your pitch is trying to tear you down.

SPREAD THE WORD

WIT STORIES 104 THE TOY BOOK | SEPTEMBER 2022 | toybook.com Tips for Creating and Building a Personal Brand to Promote Your Business Digitally

Once you feel good about your brand story and elevator pitch, it’s time to get out there and start sharing it with the world. Social media is one of the best ways to share your brand story, but social media can

be intimidating, and it can even feel awkward at times to brainstorm posts. But those visiting your social media profiles are eager to find out more about your brand. They want to better understand what your brand offers and if you don’t post frequently, they might ultimately end up drawing their own conclusions.

It can be helpful to set goals and create useful social media habits. For example, a good benchmark to follow is to actively engage on at least three of the major platforms, such as Instagram, Facebook, LinkedIn, TikTok, or Twitter. Decide the platform you would like to use based on the audience of each platform. Once you’ve decided on the platforms you’d like to use, decide on your posting cadence. Will you post once a day or a few times a week? This will depend on your personal bandwidth and overall goals.

Another helpful tool for self-promotion is email. This me dium is key when there are specific people or organizations, you’re eager to share your personal story and elevator pitch with. If you can’t find the email address of the person you’re looking for, one thing you can try is guessing the email based on the organization’s general email address format. For ex ample, many organizations style their addresses as first.last@ company.com. If you do sleuth your way into an individual’s inbox like this, make sure not to spam everyone else in their organization with your pitch. Do your research and find one or two people who you want to reach out to.

Finally, don’t be afraid to look in paid public relations (PR) options to help you with your self-promotion. It can be challenging to keep up with social media and email hunting on top of everything else you do. Although paid PR can be expensive, it may be worth it for you to have someone dedicated to making people aware of your brand.

DON’T GET DISCOURAGED

Throughout this process, you may often find yourself wondering if what you have to offer is really worth promoting. Of course, you will fail at times — we all do at some point in our lives. But being afraid of failure can drastically hold you back. It can lead to feeling like everything you create or put out in the world needs to be perfect, and that perfectionism can lead to being frozen.

To move past this, try setting time limits on your projects. For example, if you want to share an Instagram post today, tell yourself you only have 10 minutes to get it done. At the end of that 10 minutes, put out whatever you have created, whether or not it’s perfect. Remember: Practice makes progress, not perfection.

Putting your business out there can feel challenging. But if you don’t engage in promotion, no one else will be able to witness the greatness your company has to offer. Empower yourself to tell it to the world. »

Kiara Imani is an attorney and co-host of a late-night talk show on Los Angeles radio station KBLA Talk 1580.

She is also the author of the book, Therapy Isn’t Just For White People, and the co-founder of LikeU Cards, a getting-to-know-you card game that facilitates human connection and meaningful conversation.

THE MUPPETS HEAD TO THE BIG SCREEN

Whoopi Goldberg, Joan Cusack, and David Arquette will star with Kermit the Frog, Miss Piggy, and the rest of the Muppets gang in A Very Merry Muppet Christmas Movie first-ever, made-for-TV Muppets movie. It will be telecasted on NBC this 2002 holiday season.

MOTU CELEBRATES 20TH ANNIVERSARY

Mattel has plans to reintroduce HeMan and the Masters of the Universe (MOTU) in conjunction with the property’s 20th anniversary. A 90-minute animated TV movie reintroduced the story in August and a new series with an updated look will begin airing this month. Mattel plans to expand into new product categories, broaden its demographic, and expand into new distribution channels using He-Man as a vehicle, according to Jeffrey Orridge, vice president of worldwide licensing for the company.

NEW TMNT SERIES IS ON THE WAY

4Kids Entertainment will produce 26 episodes of a new animated series, Teenage Mutant Ninja Turtles. The series is scheduled to premiere in the first quarter of 2003 on the Fox Saturday Morning Block, which is programmed by 4Kids. Chairman and CEO of 4Kids Al Kahn says he expects that many other licensees will join master toy licensee Playmates Toys to support the relaunch.

DANCE WITH ELMO

Fisher-Price’s Chicken Dance Elmo is one of the funniest items to come out of Toy Fair! This Elmo feature plush performs the chicken dance in

LEARNING WITH BARBIE

Oregon Scientific makes great strides with Barbie Tote ‘N Teach, a clever Barbie-branded tote that includes a portable laptop hidden in a handbag. The learning laptop is packed with more than 20 activities for kids providing hours of entertainment for on-the-go fun. Activities include games to improve memory, spelling, logic math, and

DISNEY MUSIC GOES PORTABLE

The KidClips Disney Tunes Basic Play-

handle that preschoolers can take anywhere. The oversize music chips are easy for small hands to insert into the player. One music chip is included in each set.

BRATZ GO TO THE SPA

MGA Entertainment introduces the Bratz Stylin’ Salon ‘N Spa, a playset that includes a hair salon, a cosmetic counter, a manicure and pedicure station, a beauty jacuzzi, and a smoothie and café bar. The set also comes with actual makeup for both kids and Bratz dolls to wear and a Bratz fashion doll complete with a towel, a robe, a twopiece spa outfit, and snap-on slippers.