The Toy Book - September 2024

IN THIS ISSUE

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

Senior Editors Ali Mierzejewski ali@toybook.com

Marissa Silva marissa@toybook.com Nadia Velit nadia@toybook.com

Assistant Editors Samantha Connell samantha@toybook.com

Madison Patterson madison@toybook.com

THE LA FALL TOY PREVIEW ISSUE

Ashley Pelletier ashley@toybook.com

Social

Showcases

On the cover: Artist Kenny Kiernan returns as The Toy Book celebrates the industry’s big trip to Los Angeles. Barbie leads the charge, joined by a Minecraft Creeper, Sonic the Hedgehog, Freddy Fazbear, The Elf on the Shelf, Optimus Prime, Mr. Monopoly, and Polly Pocket — a toyetic crew with big Hollywood ambitions.

CALIFORNIA DREAMIN’

The Toy Industry Goes Hollywood for the LA Fall Toy Preview

by JAMES ZAHN, Editor-in-Chief

Over the past decade, a movement has reshaped the U.S. toy industry. Rumbling throughout the greater Los Angeles area, a new fault line created a distinct break between what is and what once was. On one side, the traditions of the past loom large, with New York City standing tall as the spiritual home of the business despite most companies having moved out of the city years ago. Meanwhile, as the ghosts of Toy Fair Dallas fade following a “last rodeo” of sorts in 2022, a vibrant new tradition is born in the heart of Southern California as the LA Fall Toy Preview commands an international spotlight.

GOOD VIBRATIONS

This issue of The Toy Book is inspired by the sunny SoCal vibes that many will enjoy this month as we gather for an early look at the toys and games that kids and families will be playing with in the year ahead. Continuing the fall preview tradition, this issue features hundreds of new products, but with a twist! Our categories have been refreshed and renamed to better represent the modern toy department. The Action Aisle, The Learning Lab, and Let’s Play Outside! are just a few examples of what you’ll discover behind our “New for 2025” and expanded “Hot for Holiday” showcases.

THE NEW TOY DISTRICT

While it’s no Toy Fair, The Toy Association formally enters the fray this year with its first-ever LA Fall Preview space, comprising three floors of an unassuming office building adjacent to LAX. That space joins a growing number of similar venues in welcoming members of the global play community to the neighborhood surrounding Mattel HQ in El Segundo. This organic migration now includes nearly 300 companies with temporary and permanent spaces. To help navigate this new “Toy District” (not to be confused with the old Toy District in downtown LA), The Toy Book has assembled a print directory (p. 36) with details on where to find nearly every exhibiting company. Be on the lookout for enhanced listings from manufacturers eager to do new business with retail buyers of every size.

HOLLYWOOD SWINGING

When I think about LA, many things come to mind. As a kid, I imagined myself as Michael Knight, cruising across the El Mirage Dry Lake Bed in the Knight Industries 2000 — KITT, for short —, an iconic image from the title sequence of NBC’s Knight Rider. Of course, I played that out with my Kenner Knight 2000 Voice Car. Who could’ve predicted that

more than 40 years later, not only would Playmobil offer a KITT toy, but the original, AI-powered smart car would also inspire a collaboration that’s truly “more than meets the eye.” Check out page 78 to catch up with Hasbro’s Transformers as the brand’s 40th anniversary celebration culminates with the theatrical release of Transformers One.

Speaking of Autobots, Optimus Prime shares the spotlight alongside a Minecraft Creeper, Sonic the Hedgehog, Freddy Fazbear, Mr. Monopoly, The Elf on the Shelf, Polly Pocket, and El Segundo’s most famous resident and recent box office superstar, Barbie, on our editorial cover. Artist Kenny Kiernan returns for a handillustrated tribute to the storied history between Hollywood and its toy and game industry partners. Behind the cover, you’ll find all the exclusive insights and features you expect and count on from The Toy Book

THE PULSE OF PLAY

Finally, I’m excited to invite all of you to submit your nominations for The Toy Book’s inaugural Pulse of Play Awards! This new honor (p. 46) celebrates the individuals, companies, and activations at the heart of our industry. Backed by the power of the industry’s leading media organization, there’s nothing else like it! 

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

Source: PLAYMOBIL USA

RADICAL RETRO: M.A.S.K. TOPLINES THE LOYAL SUBJECTS’ TOTALLY OUTRAGEOUS HASBRO LEGACY LINE IN 2025

As The Toy Book’s 40th anniversary rolls on, another batch of classic brands featured in the pages of its earliest issues are ready for a reboot. Following the successful relaunches of Rainbow Brite and Strawberry Shortcake, The Loyal Subjects inked a deal with Hasbro to give the same treatment to a host of legacy brands, including My Buddy, Jem, My Pet Monster, Popples, R.O.M. the Space Knight, and the oft-requested M.A.S.K.

“M.A.S.K. has all the crazy features, vehicles, small figures with removable helmets, closed-box packaging with that killer logo splash, artwork, and product shots — all coming back,” exclaims Jonathan Cathey, Founder and CEO at The Loyal Subjects. “They’re in the same scale, and we’re serving it hot and fresh like ‘85 never left.” 

WEREBEARS RETURN

A British toy brand is making a comeback with eyes set on the world. Created by George Nicholas in the early 1980s, Hornby Hobbies marketed WereBears as “Cute bears that can turn nasty.” The horrorthemed plush characters, including Grizzler, Howler, Fang, and Gum, had reversible heads and hands that kids could flip from cute to nasty. Steeped in lore tied to a village toymaker who passed a werewolf’s curse onto his creations, the WereBears brand included comic books, audio tapes, and other products. A spin-off line, the TerrorTeds, launched later and introduced new characters. David Middleton of Midco Toys is involved with the relaunch and is exploring partnership opportunities for the brand. For information, contact Midcotoys@yahoo.co.uk 

UNO ELITE NFL MARKS FOOTBALL SEASON KICK-OFF

Mattel expands its collectible offerings with UNO Elite NFL, created through a licensing deal with the National Football League (NFL) and NFL Players Association. This elevated version of UNO features a premium deck with licensed NFL players from all 32 teams and an array of collectible special edition UNO foil cards. The first wave of decks includes six fan-favorite players from every team in the league across all positions on the field such as, Patrick Mahomes, Justin Jefferson, Josh Allen, Christian McCaffrey, Justin Tucker, Micah Parsons, and many more. 

FLYBAR ACQUIRES NSG

Flybar acquired National Sporting Goods (NSG), a New Jersey-based fixture in sporting goods, skate, and outdoor products. The acquisition of NSG ex-

pands Flybar’s presence in these categories, bringing with it numerous distributed brands, including the Chicago Skate Co., YBIKE, Eezy Peezy, and more. 

MAGNA-TILES BLASTS OFF FOR ADVENTURE WITH NEW THEMES, MICROMAGS

MAGNA-TILES is continuing its expansion with the biggest launch in its 27-year history. Nine new products for fall include Space and Castle-themed magnetic building sets alongside microMAGS, a new line featuring smaller tiles for on-the-go play.

The company’s distribution network includes independent specialty toy stores,

A comic book-style M.A.S.K. ad placed in The Toy Book by Kenner Parker Products in 1985.

THE STORY SO FAR ...

U.S. Toy Industry Holds Steady Amid Changing Tide

by JULI LENNETT, Vice President, Industry Advisor, U.S. Toys, Circana

The U.S. toy market remained relatively stable throughout the first half of 2024. As of June, total retail sales of toys in the U.S. amounted to $11.2 billion, marking a 0.4% decrease of $42 million compared to the same period in 2023. Declines have slowed this year, with unit sales falling by just 1%, while the average selling price (ASP) increased by 1% to $10.85.

The industry continues to demonstrate resilience, and despite a 0.4% drop in dollar sales in 2024, the overall picture remains positive. Over the past five years, the toy market has seen a 7% compound annual growth rate (CAGR) in dollar sales, driven by a 6% increase in the ASP and a 1% average yearly rise in unit sales. Compared to 2019, the industry is up by $3.1 billion, representing a 38% increase and highlighting the toy market’s capacity to flourish amid evolving challenges. While this year’s stable performance is an improvement over the steeper declines experienced in 2023, it’s important to remain cautiously optimistic, given that significant downturns preceded the current stability.

Challenges impacting the toy industry have remained largely consistent. While inflation has begun to cool, there has been a slight increase in the unemployment rate. Student loan repayments, fluctuating consumer confidence, and the upcoming election are important factors to monitor. The industry must remain vigilant of changing circumstances to navigate these dynamic times effectively. However, despite fewer jobs and rising household debt, the toy industry remains stable. Recent retailer announcements signaling lower prices on some goods have emerged as a notable tailwind, boosting store visits and toy purchases.

FIRST HALF 2024 HIGHLIGHTS

Thus far in 2024, consumer preferences shifted across various supercategories, with three out of the 11 tracked by Circana experiencing growth. Building Sets led the pack, with increases in dollars, units, and ASP. This supercategory contributed 72% of the total gains year-to-date, primarily driven by LEGO Icons. The Explorative and Other toys supercategory, bolstered by NBA Trading Cards, and the Vehicles supercategory, driven by Monster Jam, also contributed to the growth.

“While the toy industry continues to demonstrate resiliency, the current stability should be viewed as a reprieve rather than a complete turnaround.”

Conversely, the steepest decreases were seen in Action Figures and Accessories, Dolls, Games and Puzzles, and Infant, Toddler, and Preschool toys, which together accounted for 81% of the declines. The year’s standout toy properties, including Pokémon, Squishmallows, Star Wars, Marvel, Barbie, LEGO Icons, Hot Wheels, NFL, Fisher-Price, and NBA, highlight the key consumer preferences and trends of 2024.

A LOOK TOWARD THE FUTURE

As we look ahead, it’s clear that the toy industry is navigating a complex landscape marked by opportunities and

challenges. Consumer sentiment remains mixed, fluctuating between optimism and concern. While economic growth has shown a promising upswing, rising household debt and the potential impact of student loan repayments introduce some uncertainties.

The increasing spending power of parents with annual household incomes of $100,000 and above is an important trend to consider. However, declining overall birth rates and demographic shifts in younger age groups pose ongoing challenges for the industry.

As we look ahead, the industry must remain vigilant. While the toy industry continues to demonstrate resiliency, the current stability should be viewed as a reprieve rather than a complete turnaround. With careful strategy and an adaptive approach, industry leaders can effectively navigate the tides and harness emerging opportunities in this evolving landscape. 

Data Sources: Circana, Retail Tracking Service, January-June 2019-2024. Data is representative of retailers that participate in Circana’s Retail Tracking Service. Circana’s current estimate is that the Retail Tracking Service represents approximately 76% of the U.S. retail market for toys.

*New = no sales volume January-November 2023

The NPD Group) managing client relationships and consulting with a variety of manufacturers, licensors, and retailers within the toy industry.

Juli Lennett is the Vice President, Industry Advisor for Circana’s U.S. toys division. She has spent more than 16 years at the company (formerly

U.S. Toy Industry: First Half 2024 Results

Declines have slowed YTD through June, compared to industry performance during the same period in 2023. Dollars declined 0.4% or $42 million. Units declined 1% and the ASP of $10.85 increased 1%. Compared to 2019, dollar sales have increased 38% or $3.1 billion (+7% CAGR)

DRIVERS OF CHANGE: FIRST HALF 2024

Of the 11 supercategories, only Building Sets, Explorative & Other Toys, and Vehicles posted year-over-year dollar growth. LEGO Icons drove growth in Building Sets; NBA powered growth in Explorative & Other Toys; and Monster Jam fueled growth in Vehicles.

ADDITIONAL HIGHLIGHTS

:

• LEGO Icons, LEGO Creator 3-in-1, and LEGO Disney Classic fueled 25% growth in Building Sets. The top-selling new* item launched in building sets was the LEGO Icons Bouquet of Roses.

• NBA, MGA’s Miniverse, NFL, Donruss, LankyBox, and Little Tikes drove 9% growth in Explorative & Other Toys. The top-selling new* item was the Prizm NFL 2023 Football Trading Card Blaster Box 24 Cards from Panini.

• Vehicles increased by 1%, with the most significant increases coming from Monster Jam, Disney•Pixar Cars, and Godzilla x Kong, while Hot Wheels experienced a decline.

• Action Figures & Accessories experienced a 12% decline, mainly driven by Funko Pop!, Marvel Universe, and Star Wars, while Godzilla x. Kong and Teenage Mutant Ninja Turtles posted growth.

• Youth Electronics sales declined by 11%, driven by Little Live Pets, Kidi, Osmo, and Tamagotchi, while Bitzee, Fingerlings, and Robo Alive had the largest gains. The top-selling new* item was the Fingerlings Sweet Tweets from WowWee.

• Arts & Crafts declined 10%, driven by Cra-Z-Art, LEGO Dots, and Crayola. The most significant increases came from Play-Doh and Crazy Aarons.

• Dolls declined 9%, with the largest decreases coming from L.O.L. Surprise, Disney Encanto, and Disney Princess. Hello Kitty and Friends had the largest growth. The top-selling new* item was the Rainbow High Doll & Pet Assortment from MGA Entertainment.

• Infant, Toddler, and Preschool toys declined by 6%, with Fisher-Price, CoComelon, and Gabby’s Dollhouse experiencing the most significant declines. Bluey and Stanley Jr. posted the largest gains. The top-selling new* item was Spin Master’s PAW Patrol Jungle Pups Vehicle Assortment.

• Games & Puzzles declined by 5%, mainly driven by Pokémon, Lord of The Rings, and Yu-Gi-Oh. Lorcana and Magic: The Gathering posted gains. The top-selling new* item was the Pokémon Scarlet and Violet Paldean Fates Collection Tin from The Pokémon Company International.

• Outdoor & Sports toys saw a decline of 0.4%, mainly driven by decreases in KidKraft, NERF, Razor, and Step2. Cedar Summit and X-Shot were the largest gaining properties in the category. The top-selling new* item was the Bunch O Balloons Reusable Water 6-Pack from ZURU.

• Plush decreased by 0.3%, driven by Squishmallows and Magic Mixies, while Hello Kitty, Snackles, and Disney All Other posted gains. The top-selling new* item was the Hello Kitty and Friends Monochrome Plush 12-inch Assortment from Jazwares. 

I LOVE LA!

LA Fall Preview Brings Opportunities to Grow Your Business, Network, and Give Back

by GREG AHEARN, President & CEO, The Toy Association

September is a big month for the toy industry in Los Angeles, filled with opportunities for growing your business, networking with colleagues, and coming together as a community to bring the joy of play to children in need. At The Toy Association, we are excited to be a part of it!

Whether you are reading this while packing your bags, you’re already in town previewing lines at The Toy Association’s new location, or you are visiting manufacturers around the city, there are several activities to enjoy throughout the LA Fall Preview week.

First and foremost, we are here to help you buy, sell, and discover products that will shape the future of play and drive your — and the industry’s — success. We encourage retailers, licensors, international partners, and others to take advantage of the chance to visit toy companies — both big and small — in LA at the same time. But beyond this, we are also dedicated to providing networking and philanthropic events that celebrate play and bring our community together to raise awareness and funds for philanthropic causes.

Starting with The Toy Foundation’s Party with a Purpose on Sept. 9 at TAO Los Angeles, this critical fundraiser and networking event supports TTF’s children’s hospital program, which brings play therapy resources to pediatric hospitals in economically disadvantaged communities. What could be better than the opportunity to enjoy great food, even better company, and live musical entertainment — all while raising money for an important cause? Beyond attending, there are so many ways to get involved with the Foundation by donating products

(including at the end of your fall previews) or funds that will bring the benefits of play to kids around the world. Visit us at toyfoundation.org to learn more.

Also, we have invited the entire toy community to Otis College of Art & Design for a free networking party on Sept. 10. The goal is simple: to bring the industry together to build connections while exploring the toy design studios and projects from up-and-coming designers. Take the time to meet and mingle with the creative, one-of-a-kind personalities that make the toy industry so special. To cap it off in style, Women in Toys’ 2024 Wonder Women Awards will take place at the Beverly Hilton on Sept. 13, celebrating the remarkable achievements of women across the toy, licensing, and entertainment industries.

LA FALL PREVIEW NETWORKING EVENTS

Monday, Sept. 9

7 p.m.: Party with a Purpose, The Toy Foundation’s Fundraising Event, takes on TAO Los Angeles.

Tuesday, Sept. 10

10 a.m.: Circana Vice President, Industry Advisor, Toys, Juli Lennett, hosts a State of the U.S. Toy Industry address.

6 p.m.: The Toy Association’s Compli mentary Industry Networking Party takes place at the Otis College of Art & Design, Los Angeles.

Thursday, Sept. 12

Though we’re in LA now, the buzz continues to build for what’s next: Toy Fair New York! The iconic marketplace returns to the Javits Center in New York City from March 1-4, 2025. The Toy Association team is building a world-class tradeshow featuring global companies, iconic brands, specialized product zones, international pavilions, and a Launch Pad for new-to-the-industry companies, all under one roof. Plus, all of the educational, relationship-building, philanthropic, and networking opportunities that unfold every time our industry comes together.

I personally cannot wait for what’s to come and would like to take this opportunity to thank all our members and partners for their support. Your feedback is invaluable to The Toy Association team as we strive to bring value and serve the industry. Please don’t hesitate to reach out at any time — contact me at gahearn@toyassociation.org. 

11 a.m.: Vita Florian Hess, Member of the Executive Board at Spielwarenmesse eG, hosts an exclusive preview of the Nurem berg, Germany-based show, taking place Jan. 28-Feb. 1, 2025.

5 p.m.: Visit 1960 Grand in El Segundo for some casual networking, along with complimentary tacos and a margarita!

Friday, Sept. 13

6 p.m.: Women in Toys, Licensing, & Entertainment (WIT) hosts its Wonder Women Awards event, honoring women in the industry at The Beverly Hilton Los Angeles.

Greg Ahearn is the President and CEO of The Toy Association. He is responsible for driving engagement with manufacturers, retailers, and partners throughout the toy industry to ensure The Toy Association’s resources are invested into trade events, advocacy, and education that have the greatest impact.

UNITING THE TOY INDUSTRY FOR A GREATER CAUSE

The Toy Foundation Kicks Off Its Holiday Toy Collection

by MADDIE MICHALIK, Assistant Manager, Content & Digital Communications, The Toy Association

One toy can make a world of difference for a child in need. Imagine a stuffed animal becoming a cherished confidant, an action figure transforming into a sidekick, or a coloring book unlocking imagination. For many kids facing hardship, these aren’t just toys — they’re a tangible reminder that someone cares.

As the holiday season approaches, The Toy Foundation, the philanthropic arm of The Toy Association, is uniting companies across the toy industry to bring the magic of play to kids who need it most, regardless of their circumstances. The Foundation’s Toy Bank stands ready to partner with manufacturers, retailers, and distributors to collect new toys, games, books, and other playthings and distribute them to millions of children in need around the world.

“The true power of our industry is demonstrated when we come together to make a difference,” says Pamela Mastrota, Executive Director of The Toy Foundation. “By supporting The Toy Bank’s holiday collection, you’re giving hope, joy, and the benefits of play to children who are sick, suffering, or otherwise in need. Our collective effort has the ability to transform lives and spread the magic of the season far and wide.”

Source: The Toy Foundation

Why Your Involvement Matters

The impact of a company’s toy donation extends from local communities to countries going through

a humanitarian crisis. Toys collected are distributed to The Toy Bank’s nonprofit partners worldwide, including global organizations like World Vision, national programs like Hope for Henry, and local grassroots efforts such as Giving Friends, Brooklyn Youth Enrichment, Metro Kidz, and Crayons to Computers.

Many of these organizations host neighborhood toy drives during the holidays and rely heavily on donations to meet the high demand for toys. By donating to The Toy Bank, companies ensure that these organizations can allocate their already limited budgets to other critical needs and provide high-quality toys that will truly make a difference.

Participating in The Toy Bank’s holiday collection also provides companies with a meaningful way to fulfill their corporate social responsibility goals. Thanks to the industry’s enduring commitment to philanthropy, The Toy Bank has collected $20 million worth of toys this year alone and distributed these playthings to more than 1.6 million children worldwide. Since 2003, The Toy Bank has impacted 33.3 million children globally, a powerful testament to the toy industry’s collective impact when it comes together for a shared goal.

How to Get Involved

To ensure that toys reach children in time for the holidays, The Toy Bank is collecting toys through October. This allows The Toy Bank sufficient time to manage logistics and distribute the toys to its network of over 3,000 nonprofit partners. No toy donation is too small or too large; all types of products, including plush, games, craft kits, books, and more, are welcome.

The Toy Bank makes it easy for

companies to contribute through various channels year-round. The Toy Bank will pick up the donation for free, provide an acknowledgment letter for tax purposes, and report back on the impact of your donation. To make a product donation, you can complete a donation form at toyfoundation.org/toy-bank and submit it to ttfinfo@toyfoundation.org. Or, you can visit toyfoundation.org/donate to make a cash donation.

The Toy Bank is your partner in delivering the gift of play. No matter where your business is based or how many toys you have to donate, you’re helping to make this holiday season unforgettable for kids who need it most. Together, we can make a world of difference — one toy at a time. 

Maddie Michalik is a trusted toy expert and go-to source for the latest product trends and news related to toys, games, and kids’ entertainment.

As part of The Toy Association’s marketing communications team, Michalik reports on the latest toy industry news and happenings.

Toys donated to The Toy Bank are distributed to non-profit organizations worldwide. | Source: The Toy Foundation

A VISION FOR 2025

Building a Community in a Changing Industry

by ANGELINA CASTRO, Interim Executive Director, Women in Toys, Licensing & Entertainment

This year has been one full of change in our industry. With the absence of Toy Fair, the introduction of generative AI, and inflation still a looming consideration, the longing for something familiar and grounding is stronger than ever. Coming together as a community becomes even more important to help us connect, navigate the ever-evolving consumer products landscape, and work to future-proof our industry for 2025 and beyond.

That’s where Women in Toys, Licensing & Entertainment (WiT) comes in. For WiT, building a strong, supportive community is at the heart of our mission. Together with our network of women, men, allies, and partners, we are dedicated to creating a space where women can thrive equitably in the workplace and reach their highest professional aspirations. As we look ahead to next year, the importance of a powerful network and unwavering support for its members cannot be overstated.

One of the key ways we build community at WiT is through professional development and mentorship. These programs connect experienced industry leaders with women looking to focus on their professional skillbuilding. They receive guidance and valuable insights, all to help them grow in their careers. In the coming year, we are expanding our professional development programs, focusing on leadership opportunities. We are also building our global network through more integration with our international chapters to reach even more women worldwide.

What we also know to be true is that during times of change and

instability, meaningful networking is a critical lifeline to fostering connections. Simply put, it’s not just who you know; it’s the authenticity of the connection. WiT provides a place for those relationships to grow by hosting a variety of events, from conference breakfasts to virtual webinars to local chapter meet-ups. These events bring our members together to celebrate achievements, share experiences, and build lasting bonds.

"Building a strong, supportive community is at the heart of our mission. Together with our network of women, men, allies, and partners, we are dedicated to creating a space where women can thrive equitably in the workplace and reach their highest professional aspirations."

This fall, for the first time ever, WiT will host the Wonder Women Awards Gala in Los Angeles during LA Fall Toy Previews. Previously held in New York City, this much-anticipated event will bring together top executives to honor the brilliant women whose innovation and leadership ignite and uplift toys, licensing, entertainment, and consumer products. While our business landscape continues to evolve, WiT prioritizes ways to come together with our industry friends and partners.

In addition to mentorship and networking, WiT is committed to championing diversity and inclusion within the industry. We advocate for policies and practices that ensure all voices are heard and valued. This includes supporting initiatives that close the gender gap, such as flexible working arrangements, pay equity, and IP protection. With an eye on the future, we ultimately drive women’s economic growth and innovation by fostering an inclusive environment.

WiT also recognizes the importance of collaboration with industry partners. We show up with strong convictions and high expectations of our partners to create equitable environments, provide resources, and remove roadblocks so women can reach their highest career goals. By aligning our goals and working together, we can strengthen community and drive positive change and gender parity in 2025 and beyond.

In a rapidly changing industry, community is our greatest asset. Together, we can navigate uncertainty, boost profitability, and build a more equitable future. At WiT, we are steadfast in that commitment and look forward to 2025 and a new year of positive transformation. 

Angelina Castro has been in the consumer products business for 16 years, crafting stories for some of the world’s most beloved brands across toy, apparel, and entertainment. In addition to her extensive consumer products experience, she is passionate about amplifying underrepresented voices through non-profit work. Castro is currently the Interim Executive Director for Women in Toys, Licensing & Entertainment.

THE TOY ASSOCIATION’S LA FALL PREVIEW

2250 East Imperial Highway, El Segundo, California, 90245

Floor 6

Abysse America 612

Aliquantum International 631

American Plastic Toys 620

Canal Toys 621

Carrera Revell of Americas 607

Craze GmbH 605

Dyce Games 624

Elenco Electronics 614

Goodly Toys 613

Good Smile Co. 627

Green Toys 618

Grow’n Up 606

Hornby America 616

INTEK 630

Kangaru Toys 617

Kiddieland Toys 611

Maccabi Art 615

Ningbo Merryart Glow-Tech Co. 603

NMR Distribution America 601

Prime Time Toys 609

Round 2 628

Scentco 608

Smart Toys & Games 602

Squishable 619

Starpony (HK) 629

Teknofun 626

The Op Games 623

The Simplay3 Co. 625

The Step2 Co. 623

Theo Klein (U.S.) 604

Verdes Toys Corp 622

Floor 7

Ball, Bounce, and Sport — Hedstrom

Crazy Aaron’s 709

Excell Brands 716

Fashion Angels 731

Funko 728

Happy Kid Toy Group 718-719

Hong Kong City Toys 726

Horizon Group USA 721

HST-US 713

Ja-Ru 715

Kids Preferred 711

The LEGO Group 701

Luki Lab 717

Megableu 727

Mentari Toys 817

Merchant Ambassador Holdings 707

Misco Toys 729-730

NECA 722

OOLY 714

Picasso Tiles 708

PlayMonster 723

Salus Brands 720

Santoki 705

Smart Zone (HK) 712

WS Licensing dba Anirollz, Coosy USA 706

Wyncor 724-725

Floor 8

Best Value Products 829

Blue Plate Media Services 811

Clementoni 823

Code Red Novelties 819

eeBoo 830

EXG Pro 821

Explore Scientific 831

Flybar 808-809

Hasbro 801

Identity Games 816

Kids Hits 810

Lissi Dolls 818

MIKO 812

myFirst USA 812

Roba Baumann GmbH 822

Southard Communications 811

Suntoys International Co. 820

Syma International Trade Development

Thames & Kosmos 805

Top Trumps USA 807

Toysmith 806

Wilton Bradley 815

Wood Expressions Games & America Bubble Co. 814

Addo Play Ltd.

Suite 1220

sales@addoplay.com

1960 ON GRAND

Grand Ave, El Segundo, California, 90245

Abacus Brands

All In Fun

Bandai NAMCO Toys & Collectibles America

Beverly Hills Teddy Bear Co.

Suite 350

Call for appointment: 310.625.4734

mark@plush.com

Blip Toys

Boley Toys

Bonkers Toys

Boomhouse Brands

BOTI Global

Brainstorm

CaDa — Double Eagle

Character Options

Cicaboom

Clandy

Connetix Tiles

Corpa

Cra-Z-Art

DanDee International

Diverse Marketing

Duncan Firefly Group

FlyCatcher

Game On!

GO! Toys & Games Golden

Heathside

Imagination Gaming

StoryTime

Playview Brands

PlushGoals

ToyMonster

UCC

Water

WeCool

EL SEGUNDO

LOS ANGELES

dba POPTOY 433 Wall St., Los Angeles, CA 90013 info@poptoyus.com

Mercury Lane, Pico Rivera, CA 90660 tony@auroragift.com

Toys

Inc. 4950 W 145th St, Hawthorne, CA 90250 gcabrera@brudertoys.com

19700 S Vermont Avenue, No. 220, Torrance, CA 90502 kgoodwin@learningresources.com

GREATER LOS ANGELES

Lost Boy Entertainment 18312 Hampton Ct, Northridge, CA 91326 corey@lost-boy-entertainment.com

Mattel 333 Continental Boulevard El Segundo, CA 90245 toymaster@mattel.com

Melissa & Doug 5880 Jefferson Blvd A Los Angeles, CA 90016 sodonnell@melissaanddoug.com

MGA Entertainment 9220 Winnetka Ave. Chatsworth, CA 91311 news@mgae.com

Micro Kickboard

Runway at Playa Vista 12775 W. Millennium Dr. Suite 4-145 Playa Vista, CA 90094 meghan@microkickboard.com

Moose Toys

737 Campus Square W El Segundo, CA 90245 info@moosetoys.com

Playmates Toys 909 El Segundo Blvd El Segundo, CA 90245 kbrimer@playmatestoys.com

Razor USA 12723 166th St Cerritos, CA 90703 sales@razorusa.com

Spin Master 5880 Jefferson Blvd A Los Angeles, CA 90016 spinmasterspecialty.com

TPG Creations/The Pencil Grip 21200 Superior St., Suite A Chatsworth, CA 91311-4324 joanne.slaniceanu@thepencilgrip.com

WobbleWorks

DoubleTree by Hilton Hotel LAX 1985 East Grand Ave, El Segundo, CA 90245 lianne@the3doodler.com

ZURU 2121 E Maple Ave. El Segundo, CA 90245 sales@zuru.com

Special Thanks to The Toy Association, John W. Ollen, and Jonathan Busher for their assistance in building this directory.

The Toy Book has been on the Pulse of Play as the leading trade publication serving the North American toy industry since 1984. This year, to celebrate its 40th volume and the forthcoming 40th anniversary of its first print edition (released in February 1985), The Toy Book reveals plans for the inaugural Pulse of Play Awards — a celebration of the individuals, companies, and activations that shape the heartbeat of the toy industry and drive its pulse across toys, licensing, entertainment, and the overall business of play.

The Pulse of Play Awards program is designed to be by the industry for the industry, and backed by its leading media organization.

A portion of proceeds from the inaugural Pulse of Play Awards will benefit a selection of nonprofit organizations to assist ongoing efforts to provide support to kids and families across the U.S.

PURVEYORS OF PLAY

 BEST DISPLAY (Mass, Mass Specialty — specialty retailers with 10+ locations)

Honoring achievements in merchandising and display at retail across major channels, including special sections, themed pull-togethers, endcaps, main aisle features, pallet trains, PDQs, and window displays.

 BEST DISPLAY (Independent, Specialty, and Hobby)

Honoring achievements in merchandising and display at independent toy stores, comic shops, gift shops, and hobby shops, including special sections, themed pull-togethers, endcaps, pallet drops, PDQs, window displays, etc.

 REP GROUP OF THE YEAR

Honoring the sales teams that represent the toy and game industries to retailers across North America

 DISTRIBUTOR OF THE YEAR

Honoring the distributors that serve retailers across North America

 RETAILER OF THE YEAR (Mass, Mass Specialty)

Honoring the best achievements in overall toy and game retail across all fronts — in-store, e-commerce, digital marketing, brand activations, etc.

 RETAILER OF THE YEAR (Independent, Specialty, and Hobby)

Honoring the best achievements in overall toy and game retail across all fronts — in-store, e-commerce, digital marketing, brand activations, etc.

MARKETING MAESTROS

 PRODUCT LAUNCH OF THE YEAR

Honoring the best campaign for a new product/brand introduction across all channels

 CULTURAL MOMENT OF THE YEAR

Honoring the products that connected to a wider audience beyond the toy industry and became a part of the mainstream conversation

 VIRAL HIT OF THE YEAR

Honoring the biggest hits on social media, including individual products

 INFLUENCER ACTIVATION

The best use of digital influencers and product advocates

 THE CINEMATIC ART OF SELLING FUN

The best TVC (TV commercial) for a toy or game intended for TV, digital, streaming, or display in a public forum (movie theaters, etc.)

 CROSSOVER COLLABORATION

Honoring the best crossover or brand mash-up toy or game

 OUTBOUND LICENSING

Honoring the best outbound licensing program for a property originating as a toy or game and extending into additional CPG categories

 BEST ENTERTAINMENT-DRIVEN PROPERTY

The best overall brand tied to a film, TV series, or video game

CREATORS & INNOVATORS

 TOY INVENTOR OF THE YEAR

Honoring individual inventors or design firms for outstanding achievement in toys

 GAME INVENTOR OF THE YEAR

Honoring individual inventors or design firms for outstanding achievement in games

 DIGITAL STUDIO/TEAM OF THE YEAR

Honoring outstanding achievements in video gaming

 RETAILER OF THE YEAR

Honoring achievements in toy retail outside of North America

 LOCATION-BASED EXPERIENCES (LBE)

Best brand-, toy- or game-inspired activation or initiative at a family entertainment center (FEC), theme park, live tour, or pop-up event

 MANUFACTURER OF THE YEAR

Honoring across-the-board achievements in delivering great play experiences to kids and families worldwide

 THE 2025 PULSE OF PLAY AWARD

Honoring the overall biggest achievement in the business of play

*Open to nominees beyond North America (U.S., Canada, Mexico)

Authorized individuals may submit nominations in any category from Sept. 1 through Oct. 4, 2024. Early Bird entries are just $200 per nomination, per category if received by 11:59 p.m. ET on Sept. 18, 2024. Entries received after the Early Bird deadline are $250 each.

Eligibility: Nominees will be considered for work and activations occurring between Sept. 1, 2023 and Sept. 1, 2024.

Voting will be conducted by an industry panel with finalists to be revealed on Dec. 16, 2024.

Winners will be announced in January 2025 in a streaming award presentation and honored in a print edition of The Toy Book. Additional details on the inaugural Pulse of Play Awards can be found at pulseofplayawards.com.

DYCE GAMES

Contact: suzan@dycegames.com faire.com/direct/dycegames

History Channel Trivia Game

Ages: 14+ | MSRP: $24.99

A tournament of knowledge and strategy, the first player to win a card in all five categories is the is crowned the winner. Players can attempt to block each other from the specific categories needed to win by replacing their answered question card with a new card from any category. In History, it’s anyone’s game.

ATA-BOY

Contact: acushman@ata-boy.com ata-boy.markettime.com

Classic Barbie Silhouette Metal Sign Ages: 13+ | MSRP: $7

Boost your sales with this Classic Barbie Silhouette Metal Sign. Perfect for bedrooms and dorms, this 11.5- x 8.25-inch sign features a timeless design and a durable build, ideal for any Barbie enthusiast.

DYCE GAMES

Contact: suzan@dycegames.com faire.com/direct/dycegames

First to Worst | Ages: 8+ | MSRP: $24.99

In this fun collaborative game, players try to get into each others’ heads by guessing how fellow players rank a variety of topics in priority order of 1 through 5. If you match more right than wrong, victory is yours! It’s the ultimate multi-generational game of polarizing priorities.

HART&HERO

Contact: musya@hartandhero.com hartandhero.com

Hello Hero Cape | Ages: 2+ | MSRP: $39

This superhero cape is more than just an accessory. Designed to inspire confidence and imagination in children, the cape allows them to see themselves as the heroes they truly are. Made of buttery-soft pre-washed cotton.

HART&HERO

Contact: musya@hartandhero.com hartandhero.com

Herotron | Ages: 0+ | MSRP: $120

Part doll stroller and part hero-mobile, the Herotron carves a space for the action-loving child to celebrate their nurturing side. The Herotron features rugged, swivel wheels for an easy ride.

GENTLE GENERATION TOYS

Contact: support@gentlegeneration.com gentlegeneration.com

15-inch Turkey Plush

Realistic Stuffed Farm Animal Toy

Ages: 5+ | MSRP: $39.99

Perfect for Thanksgiv ing, this adorable plush supports animal sanctuar ies and promotes compas sionate living. In-stock now for the holiday season.

Wholesale prices are available at $17.99 each for a minimum order of 120 units.

NEW FOR 2025

PLAYMOBIL

Funstars | Ages: 4+ | MSRP: $17.99 | Available: January 2025

Funstars is a new line of pull-back racing sets. Kids can collect Racing Wrestler, Racing Professor (pictured), Racing Pizza, and Racing Unicorn. Each set includes a Playmobil figure, a vehicle, and accessories.

FRANKLIN SPORTS

NERF Vortex Bat & Ball Set

Electro-Light 16-inch Bike

Ages: 3+ | MSRP: $148

Available: Spring 2025

Part of a new line of bikes and scooters, Huffy’s Electro-Light Bike features LED lights in the steering plaque, frame, and chain-guard, all activated by one button. The infinitymirror effect creates a mesmerizing show, exciting kids with every ride.

SCHLEICH

Ages: 6+ | MSRP: $12.99

Available: Spring 2025

This bat is air-pressurized so sluggers can launch balls farther than ever

Hatching Alpacas | Ages: 3+

MSRP: $4.99 | Available: March 2025

Kids can collect an assortment of cute Hatching Alpacas, each with surprise effects.

Huffy Electro-Light 16-inch Bike | Source: Huffy

HORIZON GROUP USA

Play-Doh Super Stretch Slime Variety Pack

Ages: 4+ | MSRP: $19.99 | Available: Spring 2025

This mega-pack features 12 super stretch slimes in vibrant colors, each in its own storage container. Kids can enjoy the smooth, stretchable texture and explore PlayDoh’s compound collection next spring.

THE LOYAL SUBJECTS

ROM the Space Knight

Ages: 22-50+ | MSRP: $TBD

Available: 2025

The Loyal Subjects is collaborating with Hasbro to re-create the original ROM toys from the ‘70s and ‘80s in the same scale and with the same features as those found in the archives.

Controller. Take turns wearing the headset, which doubles as a blindfold. Choose from five exciting games.

THE PENCIL GRIP

Air Color Airbrush Kit

Ages: 3+ | MSRP: $45

Available: 2025

This airbrush kit, with in cluded markers and a recharge able battery, offers versatile art options. It introduces kids to advanced techniques, fostering creativity and artistic enthusiasm.

Ages: 4+ | MSRP: $59.99 | Available: Spring 2025

The Open Stable playset folds into a portable case and stores up to six horses. Small parts fit safely in the roof compartment, making it perfect for travel adventures.

HAPPY LINE TOYS

Magic Mini Mysteries

Ages: 3+ | MSRP: $6.99 | Available: Spring 2025

Kids can collect eight magical friends in “unboxing

NEW FOR 2025

THAMES & KOSMOS

SolarBots: Quick-Swap Solar Robots

Ages: 8+ | MSRP: $26.95 | Available: Spring 2025

This SolarBot kit, powered by the sun, offers four movement modes with interchangeable bases. Easy assem bly and step-by-step instructions teach kids about physics

Treasure of the Dragons

Ages: 5+ | MSRP: $19.99 | Available: 2025

HAND2MIND

Numberblocks Sing-Along Boombox | Ages: 3+

MSRP: $29.99

Available: Fall 2025

Little ones can sing along with 2.5 minutes of lively songs and sounds. This boombox includes a microphone for recording and amplifying their voices. The builtin handle makes it portable for on-the-go fun.

SUNNY DAYS ENTERTAINMENT

Kellanova Pool Floats

Playfoam Sand Sensory Spheres

Ages: 4+ | MSRP: $21.99 | Available: Spring 2025

Create soothing designs with patterned spheres in sand, then smooth them out with the roller. Includes a sand tray with lid, 1.5 pounds of calming blue sand, three patterned spheres, and a roller to promote mindfulness and tactile play.

Players can enter the catacombs with friends to seek riches. Then they will work to navigate the maze, find precious items, and return to the surface while avoiding dangers like dragons and dreaded spiders.

NEW FOR 2025

NMR

Aquarius TelePawThic Board Game

Ages: 8+ | MSRP: $20 | Available: January 2025

Players can attempt to connect with the animals around them using this Ouija-inspired Fantastical Pet Communicator game.

BLUE MARBLE

National Geographic Light Up Ant Habitat

Ages: 6+ | MSRP: $24.99 | Available: Spring 2025

Kids can enjoy watching live ants (not included) dig tunnels in a nutrient-rich green gel.

This kit comes with LED lights, magnifying glasses, a pipette for watering, and a learning guide. It also includes a backdrop for a display-worthy scene.

HEATHSIDE TRADING

Molang Color Reveal Figure

Ages: 4+ | MSRP: $5.99

Available: 2025

Kids can open the “Unicorn Water” jar to uncover the Molang figure. Then, they can fill the jar halfway with water, and dip Molang in for a wonderful color-changing surprise when they’re removed.

Ages: 8+ | MSRP: $24.99

Available: 2025

Families can create pretend sushi and then use the pieces as check ers. This set includes a bamboo game board, 24 checkers, chopsticks, a sushi mat, soy sauce bowls, and a detailed instruction booklet.

TOMY

BLUE MARBLE

National Geographic Adventure Image Projector Ages: 5+ | MSRP: $19.99 | Available: Spring 2025

This projector comes with 24 different dinosaur, space, and animal images kids can display on their ceiling or wall. It also doubles as a lantern.

DŌTEKI Dynamic Battle System

Ages: 8+ | MSRP: $5.99-24.99 | Available: Fall 2025

HAPPY LINE TOYS

Dream Beams Dreamscovery No. 7 Ages: 18 MOS+ | MSRP: $5.99

Ten new fruit-themed characters join the Dream Beams collection of stress-relieving glow-in-the-dark plush. More than 70 characters are now available.

Fire, Ice, Earth, and Tech clash in electrifying multiplayer battles that evolve with every move. Players can adapt, strategize, and triumph with Collector Battle Packs, Training Sets, and Multiplayer Packs.

HOT FOR HOLIDAY 2024

DROYD

Droyd Fury | Ages: 6+ | MSRP: $599

up to 9 miles when fully charged. Adults can set the maximum speed to 10 or 15 mph. The ride-on is available in red (pictured), blue, and green camou flage styles.

MOOSE TOYS

MrBeast Lab Swarms Ages: 5+

MSRP: $4.99 (2-pack); $9.99 (5-pack); $19.99 (12-pack)

Kids can add water to the test tube, shake it, and reveal the Swarms inside. Each figure has a rubbery feel, personality, and allegiance to one of eight teams.

Disney Crystal Surprise

Ages: 5+ | MSRP: $7.99

Each surprise ball contains a Crystal Surprise version of a popular Disney character and accessories. There are more than 12 characters to collect.

Disney Crystal Surprise | Source: Cra-Z-Art

FLYBAR

Flybar Glow Bumper Car

Ages: 18 MOS+

MSRP: $99.99

This bumper car features a max speed of 1 mph, three light pat terns, an adjust able seatbelt, and dual joysticks. It also comes with a battery and a charger.

HASBRO

NERF N Series Infinite Ages: 8+

MSRP: $39.99

This pump-action blaster has a battle belt that lets kids reload darts quickly and easily. It comes with 80 NERF

CARRERA

PMI KIDS’ WORLD

Booksy Bookshelf Monster Collector Display Set

Ages: 3+ | MSRP: $19.90

Available: November 2024

Each set includes a monster bookshelf, an exclusive figure, and a unique book. There are six Booksy figures, each with a storybook inside, for kids to collect.

Carrera First — Batwheels Time for Action Slot Car Set | Ages: 3+ | MSRP: $39.99

Kids can race the two 1:50-scale Bam and Redbird supercars around the track. Built for junior racers, this track also features spinning tops for more racing fun.

BOTI

Balloon Stuffer Pro | Ages: 18+ | MSRP: $69.99

Stuff balloons with confetti, toys, sweet treats, and more with this kit’s two-stage fill and inflate process to create custom, professional-level decorations.

Disney Minnie Mouse Bakery Kart | Ages: 3+ | MSRP: $199

This pink-and-white, polka-dot, 6V ride-on cruises at speeds of up to 2.5 mph and comes equipped with three 30-second sound clips. It includes pretend baked goods, plates, and more.

HOT FOR HOLIDAY 2024

MGA ENTERTAINMENT

Rainbow High Winter Wonderland Ages: 4+ | MSRP: $29.99

Kids can add water to the “snow” hidden in each doll’s outfit and watch the outfit puff up. Each doll also comes with a make-your-own snowman kit with moldable “snow” and accessories.

SKY CASTLE

Sticki Rolls: Sticki Bands | Ages: 5+ | MSRP: $6.99

The Sticki Bands Starter Pack includes an assembled bracelet with five Sticki Rolls, each containing 10 holographic stickers, and two mystery rolls. Kids can collect more than 1,000 stickers in Series 1.

HASBRO

Furby Galaxy | Ages: 6+ | MSRP: $59.99

Tap this voice-activated gem and say “Hey Furby!” then one of the five voice commands; or hug, pat, shake, or feed Furby to hear more than 600 interactions.

SPIN MASTER

JAZWARES

Squish-a-longs

8-Pack Assortment

Ages: 6+

MSRP: $9.99

This new line of collectible miniature Squishmallows is made of squeezable plastic. There are more than 140 1-inch figures to collect, trade, play, wear, and display.

R/C Kart Racers | Ages: 6+ | MSRP: $24.99 each

These radio-controlled vehicles are available in different styles featuring characters such as SpongeBob SquarePants and Teenage Mutant Ninja Turtles Leonardo and Michelangelo.

Punirunes | Ages: 5+ | MSRP: $39.99

Place a finger inside the Punirunes and discover a touch-responsive squishy button. The LED color display mirrors the movements on the screen. Kids can unlock 55 digital characters.

HOT FOR HOLIDAY 2024

SCHLEICH

Wild Life Starter Set | Ages: 3+ | MSRP: $19.99

Kids can discover wild animals with this set of lifelike animal figures. It includes a lion, a zebra, an African ele phant baby, and a chimpanzee infant.

JUMBO GROUP

Hitster | Ages: 16+ | MSRP: $19.99

Players scan one of the more than 300 game cards’ QR codes to hear a song. Then, take turns guessing trivia to build a 10-card timeline to win the game.

ZURU

Mini Brands Create Garden Capsule Ages: 3+ | MSRP: $7.99

Create and collect 18 plants including orchids, succulents, flowers, and ultra-rare scented minis. Kids can unbox everything they need, including dew drops and mini bugs.

THE LEGO GROUP

LEGO DREAMZzz Cooper’s Robot Dinosaur C-Rex Ages: 8+ | MSRP: $79.99

Nightmare villains stole the Sandman’s tower in a dream jar, and kids can help get it back by building

Despicable Me 4 Ultimate Fart Blaster Ages: 4+ | MSRP: $29.99

This 14-inch-long fart blaster has lights, fart sounds, and shoots scented fart rings that travel up to 6 feet away. The fart formulas each produce up to 5,000 banana- or fart-scented rings.

WOWWEE

Fingerlings Interactive Baby Axolotl with Inflatable Pool | Ages: 5+ | MSRP: $19.99

Alix the interactive axolotl swims and has sparkly gills that light up in the water. Inflate the included pool, fill it with water, and watch Alix swim.

HOT FOR HOLIDAY 2024

CEPIA

Decora Fashion Girlz 11-inch Dolls Ages: 4+ | MSRP: $23.99

Each doll’s unique Decora-inspired style comes with shoes, a charm, accessories, themed sticker sheets for customization, and wear-and-share hair clips for hair styling.

PLAYMOBIL

Playmobil Junior & Disney: Moana’s Sail Boat Ages: 1+ | MSRP: $39.99

This playset features Moana and Hei Hei figures; Moana’s boat; flowers that kids can float, stack, or use to activate the water spray function; and more.

WECOOL

Activity Kings 3D Sticker Maker | Ages: 6+ | MSRP: $16.99

BANDAI NAMCO TOYS & COLLECTIBLES AMERICA

Anime Heroes | Ages: 4+ | MSRP: $21.99 each

These 6.5-inch figures of One Piece’s Zoro Three Sword Style (pictured) and Naruto’s Sasuke Taka have more than 20 points of articulation and come with character-specific accessories.

BOOGIE BOARD

Sketch Pals Fidgety Friends Ages: 4+ | MSRP: $29.99

Draw with your fingertips or the attached stylus, then press the character’s nose to erase and start over. Each board also has multiple sensory features.

Kids can make their own custom 3D stickers with sprinkles, glitter, and gem mixins. Includes one 3D sticker maker, 30 sticker blisters, 30 sticker backgrounds, 30 double-sided sticker adhesives, one sprinkle packet, two glitter packets, and 250 gems.

HOT FOR HOLIDAY 2024

HEY BUDDY HEY PAL

Cake-N-Bake

Ages: 4+ | MSRP: $19.99 | Available: Fall 2024

Each player gets six colored slices and a double-sided icing piece. Deal a game card face up and yell “bake!” to start, following any Special Recipe or Group Challenge Card rules.

THAMES & KOSMOS

Pinball Machine

Maker: Gumball Rally

Ages: 6+

MSRP: $39.95

Kids can build a pinball machine, lay out the targets and obstacles on the playfield, and then test and refine the design using edible gumballs as pinballs.

CUDDLE BARN

Cuteas Blind Box — Series 1

Ages: 10 MOS+

MSRP: $11.99 each

This blind box series features six characters: BeautTea, Cute-Tea, Sweet-Tea, Anxiet-Tea, Guilt-Tea, and a mystery tea. Kids can attach them to keys, bags, and more.

UNIVERSAL (MATTEL)

Jurassic World Super Colossal Allosaurus Ages: 4+ | MSRP: $59.99

At more than 3 feet long, this dinosaur figure can “swallow” up to 20 mini dinosaur figures (sold separately). A latched door in the belly releases the mini figures for repeat play.

BASIC FUN!

Littlest Pet Shop Playset

Ages: 4+ | MSRP: $39.99

Kids can open the playset to reveal four rooms and place pets at the top of the aviary tower, aquarium, and terrarium. Everything stores inside for cleanup.

HOT FOR HOLIDAY 2024

HAPE

Dino Railway Adventure Set

Ages: 3+ | MSRP: $99.99

Kids can prepare for a Jurassic journey with this wooden train set. It comes with wooden dinosaurs, tropical trees, a dinosaur-skull obstacle, and more.

XTREMETIME/ BRAND PARTNERS GROUP

Rubik’s x Beatles Yellow Submarine Cube

Ages: 8+ | MSRP: $19.99

Each side of this cube is decorated with detailed graphics from The Beatles’ Yellow Submarine

GOLDEN BEAR TOYS

Smart Ball Soccer Bot

Ages: 6+ | MSRP: $89.99

Boost soccer skills with the help of this bot. Kids can use the four smart discs to establish a playing area and control how challenging the game is.

AURORA WORLD

Winter Plaid Snoopy

Ages: 0+ | MSRP: $24.99

Available: Fall 2024

The Peanuts beagle is in a red-and-black plaid hat, ready for winter. Crafted with high-quality materials, this plush encapsulates Snoopy’s cheer with his iconic smile.

FUN IN MOTION

Nockles | Ages: 5+ | MSRP: $5-25

This fidget toy collection gradually increases in complexity with each toy. Each uniform joint, called a Link, holds its shape in three positions: folded closed, open flat, and at a partial angle.

PLAYMATES TOYS

TMNT: Animated Series Mix N Match

Basic Figs (Mutations) | Ages: 4+ | MSRP: $9.99

Fans can swap limbs from any of the figures — with hundreds of possible combinations. Each 4.5-inch is inspired by a character in Tales of the Teenage Mutant

TAILOR TOYS

POWERUP STARFLUX

Smartphone Controlled Kit Ages: 8+ | MSRP: $79.99

With its versatile design, this toy flies as two airplanes in one, as pilots can rotate the wings 180 degrees to transform the airplane’s shape, flight characteristics, and performance.

RUBIES

Skibidi Toilet

Inflatable Costume

MSRP: $39.99-44.99

Available: Halloween 2024

This inflatable costume features a head covering including a whimsical face design, an overhead breathable mask with a mesh eye hole, and a camouflage fan and a battery-operated fan for quick inflation.

WYNCOR

Miraball | Ages: 3+ | MSRP: $9.99

These three-in-one surprise collectibles each contain a character metal ball with a ribbon, stickers, and a collector’s guide. Available in SpongeBob SquarePants, PAW Patrol, Peppa Pig, and more.

BONKERS TOYS

Ryan’s World The Movie: Giant Mystery Egg | Ages: 3+ MSRP: $39.99

Inspired by the movie, this egg features all new toys and collectibles. Each set contains 11 mystery surprises, including mystery figures, a vehicle, stickers, and more.

FOXMIND

Crazy Farm Ages: 6+

MSRP: $11.99

Available: October 2024

In this game, players are challenged to mimic the right animal sounds to win the game.

HOT FOR HOLIDAY 2024

TOMY GAMES

Pop Up Bluey | Ages: 4+ | MSRP: $17.99

Bluey joins TOMY Games’ lineup of Pop Up fun. Each player takes turns sliding crocodile sticks into the barrel. If they choose the wrong slot and Bluey bounces out, that player is out of the game.

EXG PRO

Teenage Mutant Ninja Turtles: Cable Guys Holdems Mini Holders | Ages: 3+ | MSRP: $19.99

SUPER IMPULSE

PopTaters | Ages: 8+ | MSRP: $14.99-17.99

Each pop-culture Potato Head has a removable outfit and interchangeable parts. New characters come from One Piece, Masters of the Universe (pictured), Stranger Things, Squid Games, Wednesday, and more.

HAND2MIND

Numberblocks Five’s Musical Superstage Stage Ages: 3+ | MSRP: $49.99

Kids can stage a Numberblocks performance with this musical playset that includes Numberblock Five and stage accessories, lights, sounds, and a spinning dance floor.

These phone and earbuds holders feature the detailed likeness of the Teenage Mutant Ninja Turtles and double as a display piece.

ABACUS BRANDS

Cold Case VR | Ages: 14+ | MSRP: $69.99

Players work together to investigate a cold case murder mystery using the information collected in the evidence box files, including CCTV surveillance footage in 360-degree virtual reality.

HOT FOR HOLIDAY 2024

PLAYMONSTER

Flying Squirrel Feeder Frenzy

Ages: 3+ | MSRP: $24.99

Race to fling squirrels at the birdfeeder full of nuts. Hit the targets for a free-for-all to grab the nuts, trying to collect the most to win the game.

CHOONS DESIGN

Rainbow Loom Wrapit | Ages: 8+

MSRP: $21.99 | Available: October 2024

Kids can create four styles of bracelets with this versatile loom: macrame, wrapped, friendship, and beaded.

WISHBONE

Lil’ Squeezers Crazy Ice Bubbles | Ages: 3+ | MSRP: $9.99

Kids can gently squeeze these bubble blowers to blow bubbles. Available in polar bear, penguin, and seal styles, each comes with 3.5 ounces of Crazy Ice Bubbles solution.

SUNNY DAYS ENTERTAINMENT

Maxx Action 3-N-1 Crane Truck Ages: 3+ | MSRP: $49.99

Kids can use three joystick controllers to make the 27-inch crane lift, move, and smash. This vehicle features lights, sounds, three different attachments, and more.

THIN AIR BRANDS

Play & Learn Engine (Pretend Mechanic Playset) Ages: 3+ | MSRP: $69.99

Preschoolers can take apart this working engine playset and put it back together. It features engine sounds, a working horn, and lights.

UNIVERSITY GAMES

Marvel 3D Crystal Puzzles

Ages: 8+ | MSRP: $16.99

Available: October 2024

The first BePuzzled series of collectible Marvel puzzles features Iron Man, Spider-Man (pictured), Black Panther, and Captain America. Puzzlers can build the full superhero figure, which comes in translucent colors.

HOT FOR HOLIDAY 2024

BLUE MARBLE

National Geographic Advent Calendars

Ages: 8+ | MSRP: $24.99-29.99

Kids can choose from the Amazing Science or Ultimate Dinosaur advent calendars. The science set is packed with experiments, while the dinosaur set reveals dino-themed figures and activities.

CREATIVE KIDS

Nickelodeon Slime Mega Scented Grocery Set

Ages: 6+ | MSRP: $29.99

Kids can explore 30 different mini compound containers of favorite grocery food items. The included blind bag features six mystery charms they can mix in or display.

FRANKLIN SPORTS

NERF Fencing Duel

Ages: 14+ | MSRP: $24.99

This set comes with two kid-friendly NERF retractable swords with soft tips and hand guards that feature four built-in targets. Each sword also has a battery-powered LED light so that kids are able to duel in the dark.

DIAMOND SELECT TOYS

TMNT Minimates

Party Wagon

Deluxe Box Set

Ages: 8+

MSRP: $39.99

This third set of Teenage Mutant Ninja Turtle 2-inch Minimates includes Michelangelo, Raphael, and more in a box shaped like the Party Wagon. Each features up to 14 points of articulation, interchangeable parts, and accessories.

EXG PRO

Digiplates Starter Pack: Introducing the World’s First FUNctional Metal Cards | Ages: 13+

MSRP: $24.99 | Available: October 2024

Each set comes with three metal Digiplates and a Digistand that doubles as a phone stand. Scan the QR code to unlock augmented reality content.

HORIZON GROUP USA

Just My Style Kawaii

Jewelry | Ages: 6+

MSRP: $14.99

Available: Fall 2024

With this kit, kids can create more than 20 pieces of jewelry. The kit includes pastel stars, bows, roses, candies, glow-in-the-dark alphabet beads, and more.

Can toy innovation spark a rebound of a stock slump?

by GERRICK JOHNSON, Independent Toy and Leisure Products Expert

News from the public toy companies improved during second quarter earnings season, with more confidence in 2024 than we heard earlier in the year. Still, cautiousness remains heading into Q3. Hasbro (HAS) still sees the industry down mid-single digits this year, while Mattel (MAT) also sees it down “slightly.” The concerns I

have heard most often from public toy companies are the impact of the economy on consumer spending as well as shifts in consumer spending towards experiences and services.

Public investors have been skeptical of stabilization in 2024 and growth in 2025 for toy companies, as evidenced by valuation multiples for toy stocks that

are at discounts compared to historical data and the overall market. The average price-to-earnings (P/E) ratio for public toy companies is 12.3x 2024 earnings per share (EPS) estimates and 12.1x 2025 EPS estimates. This is a significant discount to the S&P 500 Index, which trades at 22.6x 2024 EPS estimates and 20x 2025 estimates. Historically, toy stocks have

traded at ~15x forward EPS. By valuing these companies at a discount, investors are betting that earnings estimates are too high and need to come down.

Yes, it’s a challenging economy. But aren’t toys defensive? And yes, the shift to experiences is real. But why are experiences more appealing than toys? I think the answer is a general lack of compelling innovation. When I walk the toy aisles or surf online, I see little that excites or intrigues me.

The economy is easy to blame for lackluster performance. Few will argue with the challenge consumers face, but I was taught that toys are the last thing to be cut from the family budget. I recall a time when a tough economy meant investors would buy toy stocks because they were defensive, not sell them because they were discretionary. Investors clearly don’t feel that way anymore, with the five North American toy stocks — Funko, Hasbro, JAKKS Pacific, Mattel, and Spin Master — declining, on average, -21% over the last two years (vs +39% for the S&P 500).

But if we look back through history, the toy industry has shown decent performance in poor economies. In 1982, U.S. GDP compressed -1.8% (Bureau of Economic Analysis), and inflation was +6.2% (Bureau of Labor Statistics). The toy industry, however, grew about +20% (according to some old NPD/TRST data I had tucked away). There was some great innovation back then. He-Man was introduced in 1981 and took off a year later (Toy Time, Christopher Byrne, 2013). Trivial Pursuit was released in 1982, bringing folks of all ages together with something new in the game aisle.

In 1983, as the U.S. was climbing out of recession, the toy industry grew by +15%, with more innovations like Care Bears, Rainbow Brite, and, of course, Cabbage Patch Kids. Each Cabbage Patch Kid was unique and adoptable — a truly innovative concept.

During the recession of 1991, the GDP shrank -0.1%, and inflation was +4.2%. Yet the toy industry grew by +15% (and another +12% in 1992). I credit POGs, the re-imagined milk cap game, and the introduction of Larami Corp.’s Super Soaker, a

giant leap forward in water blasters. How about the global financial crisis of 2009? Back then, GDP compressed -2.6%. While the toy industry shrunk -0.5%, that was much better than other consumer discretionary categories. Spin Master’s Bakugan “burst” onto the scene in 2008 with some of the best engineering we’d seen in a toy since Transformers debuted in 1984, and the brand racked up sales in 2009.

We all know that great innovation can help grow the entire industry by creating buzz and excitement while generating multiple trips and clicks to the store. But over the past couple of years, I haven’t seen a whole lot. And this year? I’m still waiting to be titillated. So far, what I’ve seen hasn’t impressed me much. The return of Street Sharks and Moana? Squishmallows as miniature collectibles? Fisher-Price wooden toys? More Transformers, Minions, and Teenage Mutant Ninja Turtles? Of course, I haven’t seen everything coming to market yet, so there is still hope for the holiday season.

Why the scarcity of toy innovation? I have two guesses. The first is the COVID-19 pandemic. Working from home was not ideal for toy development, and I believe we have seen the result of that innovation gap flowing through to the retail channels.

Then, I wonder if the Toys “R” Us bankruptcy chickens have come home to roost. It’s been six years since the nation’s

only dedicated big-box toy retailer liquidated its entire store fleet. At the time, I had written that the industry would suffer, particularly in the area of innovation. Toys “R” Us carried an expansive line of products across many categories, allowing toy companies to experiment with new ideas. The current retail paradigm is less conducive to new, fresh ideas. Or maybe those are just good excuses, and the toy industry has lost its innovative spirit. I can’t say I have the answer, but I know the toy industry is resilient and filled with many intelligent, entrepreneurial people. The industry has overcome many challenges in the past, and I have faith it will regain its mojo. When that happens, hopefully investors will be inspired by new concepts and ideas; take another look at toy stocks; and recognize their defensive characteristics, inexpensive valuations, and growth potential. That should lead to multiple expansions and stock price appreciation. 

Gerrick Johnson is a 30-year Wall Street veteran, spending 22 of those as an equity research analyst at BMO Capital Markets covering consumer discretionary stocks, including those in the toy industry, for institutional investors. Over the past year, Johnson has provided independent investor relations advisory and consulting services to publicly traded companies, strategic & financial advice to private ones, and capital raise expertise to startups.

Will new toys on the horizon result in piles of cash for investors? | Source: Stepan Popov - stock.adobe.com

Hasbro’s Iconic Franchise Goes Back to the Beginning to Fuel the Future

by JAMES ZAHN, Editor-in-Chief

Over the past 40 years, Hasbro’s Transformers brand has been a staple of toy departments worldwide, captivating and delighting new generations of kids through innovative toys backed by storytelling across every medium.

“Generations” and “Legacy” are significant parts of the Transformers brand, with what is essentially a Transformers “multiverse” creating boundless possibilities. On Sept. 20, the timeline resets with Transformers One , the untold origin story of Optimus Prime (Orion Pax) and Megatron (D-16).

OPENING THE CINEMATIC TOY BOX

“I watched the animated series growing up, and was the perfect age for that. Playing with the toys, I always remember that I had trouble transforming many of them. Some of the toys were pretty complex, and I was pretty young, so I had some of them sitting around kind of half-transformed. When we began working on Transformers One, I wanted to incorporate some of that play pattern into the story because we’re dealing with younger characters who are just learning to transform.”

For the first-ever fully CG-animated Transformers movie, Hasbro and Paramount Animation turned to director Josh Cooley, a Pixar vet who co-wrote the screenplay for Inside Out and has some experience bringing toys to the big screen. When The Toy Book last caught up with Cooley, he was putting the finishing touches on Toy Story 4 , which took home the Oscar for Best Animated Feature at the 92nd Academy Awards.

Now, he’s ready to unleash his take on Cybertron, a world of living metal in which the Autobots and Decepticons will rise, spinning a tale of self-discovery in which friends, “bonded like brothers,” change the fate of their home planet and evolve to lead warring factions.

tions correctly as a kid,” Cooley says with a laugh. That hands-on, “play” mentality further shaped the film when it came time to craft the action sequences. Rather than hire stunt performers in motion capture suits to assist animators in developing movements, Cooley and his team turned to toys to inspire transformation as part of combat.

“It was fun to hold a toy and question, ‘In what ways can we transform this so it becomes part of the fight?’ Optimus’s head goes into his body, so that’s the equivalent of a ‘duck’ for us. At that point, I felt like I was playing with my toys again, but this time on screen.”

“I am a Transformers child. I was one of those kids who came home after school and watched the show.”

- Keegan-Michael Key, Voice of B-127 (Bumblebee) in Transformers One

Cooley’s childhood playtime inspired a sequence in which the core characters struggle with transformation while attempting to evade an advancing threat.

“You come into a Transformers movie expecting to see characters who can transform, and I don’t think we’ve ever seen a situation where they can’t. That came right out of my inability to read instruc-

A BIG-SCREEN PLAY DATE

Of course, Cooley wasn’t the only one enjoying the idea of reconnecting with the spirit of youth. The star-studded voice cast, including Chris Hemsworth (Orion Pax/Optimus Prime), Scarlett Johansson (Elita-1), Steve Buscemi (Starscream), Laurence Fishburne (Alpha Trion), and Jon Hamm (Sentinel Prime), was also psyched to get in on the action. Brian Tyree Henry (D-16/Megatron) and Keegan-Michael Key (B-127/Bumblebee) are big kids who brought their fandom with them to work.

“I am a Transformers child. I was one of those kids who came home after school and watched the show,” Key says. “My favorite Transformer was Soundwave

because he was a cassette player in the 1980s, which I thought was so cool.”

While he’s voicing the character who becomes the leader of the Decepticons, Henry has a lot of love for a pair of supporting Autobots from the G1 series.

“I was always the guy who rooted for the underdog,” Henry explains. “Of course, Bumblebee, Optimus Prime, Megatron, and Starscream are great, but there are two Transformers that people don’t really remember that I loved. One called Jazz, and what Jazz did was play music to knock his opponents off. But then there is this underdog, a Transformer named Ratchet. He screamed and threw things. He was incredibly argumentative. I felt like somebody saw into my soul with that one. Ratchet was great!”

A COLLABORATIVE SCI-FI EPIC

Cooley notes that Transformers One is meant to be an epic tale that audiences haven’t seen, set millions of years before Earth even existed. “There was nothing to fall back on, so we couldn’t do a fish out of water story — there could be no Earth references. I wanted this to feel bigger than anything anyone could’ve imagined.”

The toy designers were part of the Hasbro brand team with which Cooley

and his crew collaborated. Using the legendary Transformers “Brand Bible” and 40 years of reference material as a jumping-off point, artists from Paramount and ILM pushed the boundaries of character design while staying true to the essence of the characters’ familiarity.

“We would show things to Hasbro, and they would provide notes and suggestions that we would go back and forth with,” Cooley explains. “The sandbox of Transformers is so massive and spans so many versions and timelines, but telling this story felt wide open, which was refreshing.” And while the filmmakers leaned into storytelling first, a project rooted in toys needs some great toys to go with it.

“When you think about being ‘toyetic,’ to me, what makes a great design is when you want to own it as a toy — to have it in your collection, to put it on a shelf and look at it all day,” he says.

JOINING THE LEGACY

On the eve of Transformers One’s release, the cast and crew understand they’re securing a place in the brand’s storied history as it caps a milestone year. At the same time, the fruits of their labor will connect with past generations while

welcoming a new generation of kids who will carry the Transformers brand into its next 40 years.

“I remember trading Transformers at school,” Henry recalls. “It was really cool as kids blending these cultures of automobile regalia and cartoons simultaneously. It says a lot that you can go to any country and say ‘Transformers,’ and they’ll understand. So that is a testament to [the brand], what the story means to people, and how ahead of its time it was.”

For Cooley, the focus on crafting a great film accessible to a broad audience has outweighed the thought of being part of history — at least for now.

“I don’t think it’s fully sunk in yet, as we’re just wrapping up the final touches on the movie. It started to hit me when we saw the final sound mix and final picture cut together and screened in a Dolby theater. At that point, a film exists outside of the room and outside your mind. You think, ‘This is no longer something I’ve been working on; it exists on its own.’ Once the film is out there, I think the importance of the legacy and milestone will sink in.”

TVisit toybook.com for an extended edition of this feature and its interviews.

Top: L-R — Keegan-Michael Key (B-127), Brian Tyree Henry (D-16), Chris Hemsworth (Orion Pax) and Scarlett Johansson (Elita-1) star in Transformers One. | Source: Paramount Bottom: The Transformers One toy collection includes products for kids and adult collectors across multiple scales, classes, and lines. | Source: Hasbro

Beyond the new movie Transformers One, Hasbro and its licensing partners continue honoring the 40-year legacy of the Transformers brand with new products inspired by four decades of storytelling across comics, animation, video games, and live-action films. Here are just a handful of the new Autobots and Decepticons hitting retail this fall. T

HASBRO

Transformers Legacy United Doom ‘n Destruction Collection

Mayhem Attack Squad Set | Ages: 8+ | MSRP: $59.99 | Available: Fall 2024

Fans can collect Voyager Class Decepticon Bludgeon and Rukus action figures convert to tank and car modes and come with a variety of accessories.

OLLYBALL

HASBRO

Transformers Studio Series Deluxe Class Transformers: Reactivate Gamer Edition Bumblebee Ages: 8+ | MSRP: $24.99 | Available: Fall 2024

This video game-inspired action figure converts from robot to dune buggy mode in 20 steps. It features metallic battle damage deco, articulated head, arms, and legs for action poses, and comes with two blasters.

BLOKEES

Ollyball x Transformers with Glow in the Dark Cyberglyphic Reveal Ages: 4+ | MSRP: $14.99

Kids can color on this Ollyball which features hidden, glow-in-the-dark icons.

Transformers Galaxy Version | Ages: 10+ | MSRP: $7.99-9.99

Kids can collect and build 4-inch, non-converting, poseable Transformers characters using detailed Blokees bricks and pieces. There are five waves, each featuring nine characters and a rare collector’s figure. Retailers can order case packs in Blind Box PDQ display trays.

Pictured below: Galaxy Version 02: SOS, featuring Mixmaster, Long Haul, Shattered Glass Optimus Prime, Starscream, Grimlock, Inferno, Grapple, Grimlock, Cliffjumper, and more.

| Source: Hasbro

WYNCOR

Transformers: EarthSpark Miraball

HASBRO

Each collectible character metal ball with ribbon comes packed with a plush toy, a sheet of stickers, and a collectors’ leaflet. There are eight characters to collect, including Optimus Prime, Megatron, Bumblebee, Elita, Grimlock, and more.

SUPER7

Transformers Metallic Optimus Prime Super Cyborg Figure Ages: 14+ | MSRP: $85.99

This 11-inch figure is inspired by the vintage Japanese Henshin Cyborg toys and features the Autobot leader in a colorway heavily decorated with metallic paint detail. It has seven points of articulation, and comes with an Ion Blaster accessory.

Transformers Collaborative G.I. Joe x Transformers Autobot Kup Triple T | Ages: 8+ | MSRP: $89.99 | Available: Fall 2024

This 8.98-inch figure converts from robot to the iconic G.I. Joe Triple T tank toy in 34 steps. The vehicle is inspired by the classic G.I. Joe: A Real American Hero cartoon and comic series and includes Sgt. Slaughter and Leatherneck 3.75-inch articulated O-ring action figures.

HASBRO

Transformers Collaborative Knight Rider x Transformers Autobot Agent Knight | Ages: 8+ | MSRP: $49.99

Available: Dec. 1, 2024

The worlds of Transformers and Knight Rider collide with this 6.5-inch Agent Knight action figure that converts from robot mode to Pontiac Trans Am alt mode in 22 steps. Inspired by both KITT and Michael Knight, it has electronic lights and sounds.

ROBOSEN

Transformers Flagship Megatron Auto-Converting Robot Ages: 14+ | MSRP: $1,199 | Available: Fall 2024

The world’s first auto-converting Decepticon robot (pictured right) is voice-activated, programmable, and features 36 servo motors. It converts from robot to tank and has the authentic voice of Megatron (performed by Frank Welker) built in. Megatron joins Optimus Prime and Grimlock in Robosen’s collection and will only be offered in 2024 in honor of the brand’s 40th anniversary.

THE ACTION AISLE

JAZWARES

Star Wars Micro Galaxy Squadron Ghost Ages: 8+ | MSRP: $59.99

Inspired by Star Wars Rebels, the 15-inch Ghost features

HASBRO

Transformers One Power Flip Optimus Prime (Orion Pax) Ages: 6+ | MSRP: $49.99

This toy converts between four modes: Orion Pax, Cybertronian Truck, Optimus Prime, and Ultimate Optimus Prime. It grows from 8 to 10 inches, features lights and sounds, and includes a sword, Energon axe, shield, and Matrix of Leadership.

Ages: 4+ | MSRP: $49.99

This ferocious T. rex features a dramatic neck thrash, chomp action, and roar sounds. Kids can press the button faster for bigger roars and chomps, plus see “evolved for battle” teeth that grow nearly twice their size for an impressive bite.

MCFARLANE TOYS

DC Multiverse Batman (Batman: Classic TV Series) 7-inch Action Figure Ages: 12+ | MSRP: $22.99

This action figure is based on the classic 1960s Batman TV show, starring Adam West as the Caped Crusader. It features premium detail and includes a bat radio, a batarang, four extra hands, and a display base in a window box package.

THE ACTION AISLE

SCHLEICH

Dino Temple Conquest | Ages: 4+ | MSRP: $99.99

The Dino Temple Conquest playset features a modular path, secret hiding places, and a temple that opens with a key. The dinosaur has a movable jaw.

UNIVERSAL (MOOSE TOYS)

Despicable Me 4 Mega Minions 4-inch Action Figures Ages: 4+ | MSRP: $9.99

Minions go Mega with Dave, Tim, Gus, and Mel. Each 4-inch figure comes with a unique action accessory: smoke cloud, projectile, tornado arms, or launch stand.

THE LEGO GROUP

LEGO Batman Construction Figure and the Bat-Pod Bike | Ages: 12+ | MSRP: $64.99

Kids can build a posable Batman and Bat-Pod bike with this 713-piece set. Movable shoulder, arm, hip, and leg joints allow for cool action poses when The Dark Knight isn’t cruising Gotham City.

BANDAI NAMCO TOYS & COLLECTIBLES AMERICA

Ultraman 6-inch Action Figures | Ages: 4+ MSRP: $24.99

WOWWEE

Untamed Bite Club (Crocodile & Shark) Ages: 5+ | MSRP: $9.99

These crocodiles and sharks bite and thrash, delivering a surprising, harmless bite that’s perfect for pranks.

This collection features Ultraman 1966 and characters from Netflix’s Ultraman: Rising. With more than 16 points of articulation, each figure includes beam effects and a collectible card.

ZURU

Smashers Mega Horror House Series 1 Ages: 3+ | MSRP: $29.99

than 35 surprises to unleash spine-tingling fun by smashing, digging, and dissecting. Activate spooky lights and

brain and eye in the monster’s head. There are three monstrous figures to build and collect.

THE ACTION AISLE

JAKKS PACIFIC

Super Mario Course Complete Playset Ages: 3+ | MSRP: $29.99

MOOSE TOYS

MrBeast Lab Mutators Ages: 5+ | MSRP: $24.99

Super Ma-

rio games with this playset. Spin the lever to help Mario climb stairs, slide him down the flagpole, and enter the castle to complete the level.

MGA ENTERTAINMENT

GrossMos! | Ages: 4+ | MSRP: $9.99

Rip off the eye socket, pour water in, and watch foam ooze from the eyes, nose, and mouth. Dig for dino parts to build figures, then feed them “toxic slime” to see them barf, poop, or snot it out.

NKOK

Realtree Ford F250 Super Duty and Polaris Playset Ages: 3+ | MSRP: $32.99

Kids can unbox and reveal one of three figures — Iconic, Stealth, or Metallic Panther — by mixing mutation fluid and activating the bio link button. Each 5.5-inch figure features unique crys tals and articulation.

SUPER IMPULSE

World’s Smallest Rock ‘Em Sock ‘Em Masters of the Universe — He-Man vs. Skeletor Ages: 6+ | MSRP: $5.99-7.99

Kids can step into the ring and unleash the power of Eternia with this miniature version of the classic battling

HEATHSIDE TRADING

South Park 3-inch Vinyl Figures | Ages: 3+

MSRP: $8.99

South Park fans can collect a variety of familiar characters, each measuring 3 inches tall and packaged in a window display box.

SUPER7

American Psycho ReAction Figures Wave 1

Patrick Bateman (Raincoat) Ages: 14+ | MSRP: $20

Patrick Bateman can’t get a reservation at Dorsia and it’s safe to say he’s not dealing with it very well. This 3.75-inch scale, articulated American Psycho ReAction Figure is inspired by the 2000 film and is intended for adult collectors.

JADA TOYS

Minecraft 2.5-inch Metalfigs | Ages: 8+ | MSRP: $4.99

These detailed collectibles feature the most iconic characters from the popular video game, Minecraft. Kids can collect Steve, Alex, Creeper, and Warden, each sold separately. Minecraft

MCFARLANE TOYS

Spawn and Todd McFarlane 2 Pack Ages: 14+ | MSRP: $49.99

More than 30 years ago, the character of Spawn was introduced to the public by his acclaimed creator, Todd McFarlane. Now, Al Simmons (Spawn) and Todd McFarlane come face to face as action figures in this collector’s edition 2-pack.

THE ACTION AISLE

NACELLE

Biker Mice from Mars Sports Bros Action Figure & Comic Book Bundle | Ages: 14+ | MSRP: $39.99

Hit the road — and the field — with Throttle, Modo and Vinnie, decked out in sports attire. This limitededition bundle is only available through Diamond Comic

SPIN MASTER

Ultimate Transforming Batmobile Playset Ages: 4+ | MSRP: $59.99

In vehicle mode, budding crime fighters can activate lights, sounds, and four projectile missiles. Lift the front to transform into a Batcave with a command center, light-up Bat Symbol, and a jail. It comes with an exclusive 4-inch scale Batman and Bat-Glider.

PMI KIDS’ WORLD

DIAMOND SELECT TOYS

House of the Dragon Deluxe Action Figures Series 1 Ages: 18+ | MSRP: $29.99

Daemon and Vis erys Targaryen soar out of the HBO series Game of Thrones: House of the Dragon. Each 7-inch figure includes multiple weapons, accessories, and is sculpted by Gentle Giant Studios. Each comes packaged in a full-color window box for display.

Stumble Guys (Series 2) Articulated Action Figures 1-pack Window Box | Ages: 8+ | MSRP: $12.99-14.99

Available: Fall 2024

There are four new styles of 4.5-inch figures, each with exclusive stickers, available for kids to collect: Robot Guy, Dusk Dragon, Boxing Roo (pictured), and Golden Sensei.

IT’S A SMALL WORLD... AND IT KEEPS GETTING SMALLER

What’s Shaping International Business in 2024?

by CHRIS BYRNE, The Toy Guy, President, Byrne Communications

For years, the toy industry has talked about the “international business.” This business is characterized by products introduced in one market and gradually launched across distinct markets, properties, and channels worldwide. Because these are toys and games, it could take several seasons to reach market saturation.

Those days are decidedly gone, and a new, globally interdependent business has taken over, bringing new challenges and opportunities, with times measured in months or just weeks. Negotiating this new landscape to maximize — and not miss — opportunities is a task facing every toy company this year.

Issues include supply chain management, manufacturing, shipping, and overall logistics. While specifics vary, those constants remain. What we’re seeing now, though, is a more significant shift. Driven by social media, diversifying retail channels, AI, and a year-round selling cycle, a new picture of the global toy industry is emerging, and change is coming at an unprecedented pace.

“It’s not for the faint of heart,” says Herb Mitschele, Executive Vice President of Global Sales and Planning for Jazwares. “Several things to consider are the country’s political, economic, and legal framework; the barriers to entry; the size of the market; and the overall investment needed to make the market a success.”

SOCIAL MEDIA UNITES THE WORLD

That’s a dramatic statement, but it’s no less accurate. As Jay Foreman, CEO of Basic Fun! points out, it took months for POGs to find their way from Hawaii to the mainland to become a hit in the 1990s. Fingerboards, too. Today, TikTok, Instagram, and YouTube dominate, meaning something can become a sensation virtually overnight. “If something hits, and it’s in a warehouse anywhere, someone can buy it,” Foreman says.

“The toy industry continues to evolve, and producing innovative and strong value products for consumers has never been more important.”

- Ben Dart, Chief Operating Officer, Moose Toys

Josh Loerzel, Co-Founder of Sky Castle Toys, says, “In this environment, you can’t afford not to be international. Previously, you could control when you wanted to launch because the key driver was TV.” Now, he says, the marketing is “bleeding” from the U.S. into other countries thanks to social media. He notes that with Sky Castle’s Sticki Rolls, the product went viral with 30 million

views in two weeks, but 51% of those views came from outside the U.S. “Kids are going to see things and want them, and if you wait or you’re not ready, you’ll lose the sale,” he adds.

That same speed can amplify risk, however. Just as quickly as things pop, they can come back to Earth. As Foreman points out, the market seems to cycle through novelty every six months.

It’s a data-driven sector, and as Loerzel says, influencers play a role. TV ad dollars have shifted to influencers, and they’re necessary to generate attention. The ability to track attention span, retention, rate, and how content performs is almost instantaneous. And it happens without borders.

AI CHANGES PRODUCTS

Nelo Lucich, CEO of Skyrocket Toys, says that international sales comprise “a pretty big chunk” of his company’s business, acknowledging that there are still some countries where toys like the Faction line of Gel Bead Blasters lack distribution. “Most of our products are intended for global markets, and we think about everything from a global perspective,” he says.

AI has facilitated international expansion for small- to medium-size companies like Skyrocket. Its new talking toy, PLAi: Poe the AI Story Bear, can be adapted and localized for other markets by employing AI. According to

Lucich, the AI doesn’t just do a straight translation. “You can generate it in a contextual sense,” he says. “The stories will be correct and cultural.”

AI is supporting marketing as well. Loerzel notes that AI can seamlessly translate audio on content videos to any language. In addition to the current programs they are using, he adds that Google is Beta testing a platform that will use AI to translate into a native language based on IP address alone.

SELLING AROUND THE WORLD

Even as Foreman points out that chasing sales is an ongoing, year-round effort, the question of trade shows is at the top of virtually everyone’s mind. The balance between time, efficiency, location, and investment is a constant question.

Loerzel says that the LA Fall Toy Previews this month will be critical for Sky Castle. His company and others of similar size depend on international distributors, and the early look at new products will be invaluable in planning and forecasting.

Foreman thinks that moving ahead, Hong Kong will return to importance, noting that the Hong Kong Toys & Games Fair had a strong show this year. Sophia Chong, Deputy Executive Director at HKTDC, says this success “demonstrates the power of trade shows as catalysts for international business growth and expansion. Trade shows like ours are dynamic platforms that spark alliances, inspire innovation, and foster relationships contributing to a thriving global market.”

Many in the industry agree that Spielwarenmesse, the Nuremberg Show, remains critical. Christian Ulrich, Spokesperson for the Executive Board at Spielwarenmesse eG, adds that for emerging businesses and innovative startups, the show “offers valuable opportunities to expand into new markets.”

The recently rebranded Toy & Hobby China (formerly Toy & Edu China, aka the Shenzhen show) in April is likely to continue growing in importance as a showcase for exceptional design and a platform for creating broader international distribution partnerships.

The Toy Book will continue to cover international issues in the context of a dynamic marketplace. While this only scratches the surface, for now, Ben Dart, Chief Operating Officer at Moose Toys, succinctly sums up the situation for his company and the industry: “The toy industry continues to evolve, and producing innovative and strong value products for consumers has never been more important.” He advises maximizing expansion opportunities, optimizing channel diversification, and generating efficiencies.

The endgame is the same, but the gameplay has evolved. 

Chris Byrne is a toy industry veteran with more than 30 years of experience working at toy companies, writing, and studying the business. In addition to writing for major trade magazines, he serves as Editor of Global Toy News and has published seven books on toy-related themes, comments regularly on the toy business and child development as it relates to play, and hosts “The Playground Podcast.” Follow him on Instagram: @thetoyguy.

ENERGIZER: STILL GOING Innovation and Collaboration Power Toys, Fuel Growth

by JAMES ZAHN, Editor-in-Chief

Since the early 1980s, the name Energizer has been synonymous with power. After all, the famed silver-and-black batteries powered toys of every shape and size even before the Energizer Bunny burst onto the scene. Look around any toy department, and it becomes evident that safe, reliable power is essential across nearly every category. Power needs vary from electronic games and handhelds to vehicles, action figures, playsets, dolls, R/C, virtual pets, and novelties. Energizer tackles them all.

Source: Funko

At The Toy Insider’s Sweet Suite event in New York City this summer, hundreds of invited influencers and media members put the power to the test. The Sweet Suite Speed Circuit, powered by Energizer, featured an entire field of R/C vehicles from NKOK. Harnessing the power of Energizer MAX batteries, the vehicles handled race after race, and at the end of the night, they were still going.

35 YEARS OF AN ICON

The second he appeared on TV, wearing flip-flops and sunglasses and beating an oversized drum, the Energizer Bunny became an instant sensation. From a hot air balloon to appearances at New York Fashion Week and the Macy’s Thanksgiving Day Parade, the Bunny secured his spot alongside famed brand mascots in the Madison Avenue Walk of Fame. While Energizer is known to power toys, the brand and the Bunny have also become toys. Some examples include a Ty Beanie Baby, a Funko Pop!, and a miniature package of vintage batteries in ZURU’s Mini Brands Retro collection.

THE POWER OF SAFETY

Energizer introduced its 3-in-1 Child Shield safety system for coin lithium batteries this year. The latest innovation from a leader in battery safety features a child-secure pack that is nearly adult-proof; a nontoxic, bitter coating to discourage swallowing and prevent ingestion; and Color Alert, a new technology that triggers a visible blue dye in a child’s mouth if the battery comes into contact with saliva. The line launched with a 4-pack in size 2032. Additional sizes will hit retail in the future.

A TRUSTED OEM PARTNER

As one of the world’s largest battery suppliers for OEM clients, Energizer works with toymakers of many sizes whose products ship with batteries. Some, such as the yearly Hess Toy Truck, even tout the inclusion of Energizer batteries as a selling point. As John Batley, Energizer’s Global OEM Account Manager, explained at Sweet Suite, the company can work with toy and game manufacturers from the design stage to meet the power needs of individual products from day one.

Companies interested in learning more about partnerships can email Americas.OEM@energizer.com 

Energizer 3-in-1 Child Shield batteries. Source: Energizer Holdings

BUILDING & EXPLORING

MAGNA-TILES

Magna-Tiles Castle DLX 48-piece Set

Ages: 3+ MSRP: $69.99

This castle building set features a working drawbridge, an exclusive dragon figure, glitter tiles, and microMAGS pieces. It also includes the company’s first balcony and spiral staircase.

Build more than 50 kinetic structures out of interlocking, movable cubes. Each cubotic structure shifts into different shapes with tectonic-like movement thanks to built-in hinges.

THE LEGO GROUP

LEGO Icons The Lord of the Rings: Barad-dûr | Ages: 18+ | MSRP: $459.99

Craft a detailed replica of the fortress and tower that elevates the Eye of Sauron above Middle-earth. This 5,471-piece model comes with 10 characters.

LEGO Icons The Lord of the Rings: Barad-Dûr Source:

CONNETIX TILES

Connetix Transport and Roads Packs

Ages: 3+ | MSRP: $75-139

Build up road-themed creations with differentshaped magnetic building tiles. Available in the 48-piece Roads Creative Pack (pictured), 16-piece Roads Ramps & Intersections Pack, and 50-piece Pastel Transport Pack.

MOOSE TOYS

Tile Town | Ages: 3+ | MSRP: $29.99-99.99

Each of these magnetic tile building sets includes action tiles that add movement to each of the builds and one or more magnetic figures. Licensed versions include Bluey (pictured) and Jurassic World. These tiles are compatible with major brands.

ZURU

MAX Dino Adventure T-Rex Attack

Ages: 6+ | MSRP: $16.99

Build a truck, a dinosaur, and a radar dish with the 284 pieces in a storage egg. The dinosaur’s arms move and the truck’s trunk opens.

FAT BRAIN TOY CO.

Plip Kit | Ages: 5+ | MSRP: $34.99

This collection of 46 silicone arches, sticks, and Xs connect via ball-and-socket ends for kids to build swirling patterns, com plex prisms, architectural sculptures, and more.

MATTEL

MEGA BLOKS ABC Learning Train

Ages: 1+ | MSRP: $21.99

Toddlers can connect the rolling wheelbases and stack

BUILDING & EXPLORING

SQUAREGLES

Oggsmore Keep: A Castle Saga Ages: 3+ | MSRP: $44.99

This set includes two characters with accessories, battlements, a tube, paper panels, and magnetic frames to build a castle with a working drawbridge and a spiral staircase for imaginative play.

THE LEARNING JOURNEY

Techno Trax Dominator

Ages: 8+ | MSRP: $79.99

Construct a real-life roller coaster replica, then send the cars through drops, twists, and turns. The more-than-300-piece set features a motorized chain to return them to the top.

UNIVERSAL (THE LEGO GROUP)

LEGO Jurassic World Baby Bumpy: Ankylosaurus Ages: 7+ | MSRP: $24.99

Build a baby dinosaur with articulated legs, a moving head and jaw, and a wagging tail. This 358-piece set includes four veggie elements.

BLUE MARBLE

National Geographic Castle Blocks Ages: 3+ | MSRP: $39.99 | Available: Fall 2024

This 45-piece castle set includes heavy-duty cardboard building blocks that are lightweight and easy to assemble. The pieces hold together securely and can withstand up to 100 pounds.

THE TRANSPORTATION HUB

THE LEGO GROUP

LEGO Technic McLaren Formula 1 Race Car Ages: 18+ | MSRP: $199.99

LEGO designers worked closely with McLaren Racing to develop this 1,434-piece replica of the real-life F1 car featuring a V6 engine with moving pistons, steering, suspension, and differential.

MGA ENTERTAINMENT

CarTuned | Ages: 6+ MSRP: $4.99-14.99 | Available: Fall 2024

CarTuned collectibles are exaggerated die-cast replicas of real cars in “Chibi” style. Featuring 40 models with rare chase vehicles in each 12-car wave, the collection comes in single, double, and triple packs.

MATTEL

Hot Wheels Monster Trucks 1:15 Scale Mega-Wrex Alive R/C Vehicle | Ages: 5+ | MSRP: $49.99

This legendary monster truck features interactive lights and sounds. In Hunt Mode, it stalks prey, while Smasher Mode intensifies roars and noises with every smash.

CarTuned

3-Piece Set | Ages: 3+ | MSRP: $27.99

Available: Fall 2024

This monster semi-truck comes with enormous tires and a removable trailer. The three-piece set features a ‘rev up’ engine sound and includes a 5-inch John Deere Gator with free rolling wheels and soft tires.

Metal Machines Speed Heroes Ages: 4+ | MSRP: $19.99

Available: Fall 2024

CARRERA REVELL OF AMERICAS

NASCAR Collection | Ages: 6+ MSRP: $19.99-449.99 | Available: Fall 2024

Carrera unleashes its debut lineup of NASCAR slot cars and sets created in collaboration with Hendrick Motorsports. Sets include the 1:43-scale Carrera GO!!! NASCAR Talladega Competition and NASCAR Watkins Glen Duel for kids ages 6 and up; and the 1:32-scale Carrera Evolution NASCAR Darlington Showdown and Carrera Digital 132 NASCAR Daytona Challenge for racers ages 8 and up.

Young racers can break open the helmet to find more than 20 surprises, then customize their race car, and rev it up with realistic lights and sounds.

THAMES & KOSMOS

RoboRails: The Robot Monorail System | Ages: 8+ | MSRP: $49.95

This robot balances on a single wheel and glides along the track. With 26 configurations, kids can assemble their tracks and choose from three special connectors: the seesaw, the splitter, and the cross switch.

THE LEGO GROUP

SUNNY DAYS ENTERTAINMENT

John Deere 2-N-1 Dig Rig | Ages: 3+ | MSRP: $39.99

This John Deere toy, in classic green and yellow, features dual joystick controllers for operating the front-end loader. It measures over 18 inches long and includes realistic sounds and lights for an immersive farming experience.

LEGO Speed Champions Mercedes-AMG G 63 & Mercedes-AMG SL 63 Ages: 10+ | MSRP: $44.99

Build, play with, and display the powerful black Mercedes-AMG G 63 G-Class and the super-fast yellow Mercedes-AMG SL 63 convertible roadster. Each features authentic design details and includes a LEGO driver minifigure.

THE TRANSPORTATION HUB

SPIN MASTER

PAW Patrol Rescue Wheels Chase Power Haulin’ Rescue Cruiser Ages: 3+ | MSRP: $39.99

Kids can conquer any terrain with this Rescue Cruiser vehicle. Equipped with massive wheels, a Mega Claw, lights, sounds, and a projectile launcher, Chase and the PAW Patrol are ready for any mission.

NKOK

Sonic the Hedgehog Electroplated Pull-Back 3-Pack | Ages: 3+ | MSRP: $16.99

Kids can collect and race with Sonic, Shadow, and Tails. Each pull-back racer is updated with special edition design inspired by the SEGA

BASIC FUN!

Tonka Retro Mighty Dump (Collector’s Edition) Ages: 3+ | MSRP: $49.99 | Available: Fall 2024

Tonka fans and collectors can relive childhood memories with this special edition dump truck featuring 200% more steel and authentic retro detailing inspired by the 1972 original.

THIN AIR BRANDS

SUPER IMPULSE

World’s Smallest Hot Wheels Series 9 | Ages: 8+ MSRP: $4.99-7.99

Double Vision, Peeping Bomb, and Spittin’ Image join the World’s Smallest Hot Wheels fleet. These replicas are made with die-cast metal and working wheels and are small enough to fit on a quarter. Each comes on a replica vintage-style cardback.

R/C Crazy Shark | Ages: 3+ | MSRP: $39.99

Ready, set, chomp! This R/C shark toy zooms across the floor with full remote control and pre-programmed chase modes. Its jaws open and close as it speeds around, providing an interactive experience.

THIS IS HALLOWEEN

FUN IN MOTION

Limited Edition Spooky Shashibo Series Ages: 8+ | MSRP: $24.99

The magnetic puzzle series gets a dose of Halloween with the Jack O Lantern Shashibo (pictured), full of scary spiders, ghouls, and ghosts, and the Twilight Shashibo, with its edgy colors and patterns.

BASIC FUN!

Care Bears x Universal Monsters Fun Size Plush Ages: 4+ | MSRP: $9.99

The Care Bears x Universal Monsters 9-inch Fun Size Plushies feature kids’ favorite Care Bears dressed up as classic Universal Monsters like the Bride of Frankenstein, Frankenstein’s Monster, and Dracula.

RUBIES

Beetlejuice Grand Heritage Costume Size: Adult | MSRP: $110.99-115.99

It’s showtime! This deluxe costume captures the quirky style of Beetlejuice and includes a shirt, jacket, pants, tie, and wig, all with pointed attention to detail.

Care Bears x Universal Monsters Fun Size Plush

Source: Basic Fun!

BANDAI NAMCO TOYS AND COLLECTIBLES AMERICA

Monster Carnival Tamagotchi | Ages: 6+ | MSRP: $59.99

Monster Carnival adds a spooky flair to the Tamagotchi Uni experience, coming in a bold, punk design while offering Wi-Fi connectivity so kids can extend the fun with their virtual pets.

SUPER IMPULSE

Zumbies | AGES: 6+ | MSRP: $5.49-$5.99

The walking thread dolls that bring you good juju, these six adorable, quirky, and slightly spooky friends are back from the dead, each with their own story.

SUNNY DAYS ENTERTAINMENT

Toymendous Witch Hands Ages: 3+ | MSRP: $3

Each 3-inch hand is made of soft, stretchy rubber, making them comfortable to wear and able to fit most hands. The Witch Hands are available in two colors, green (pictured) and purple.

THAMES & KOSMOS

Exit: The Magical Academy Ages: 10+ | MSRP: $17.95

NeeDoh Glowy Ghost Ages: 3+ | MSRP: $3.99

This bright ghost is filled with NeeDoh’s signature dough filling, boasts a silly expression, and glows in the dark.

RUBIES

Five Nights at Freddy’s Freddy Fazbear Inflatable Costume Size: Adult | MSRP: $78.99-83.99

Available: Halloween 2024

Players must utilize magic and solve riddles to save their school from a gang of polterbolds — small, pointy-toothed creatures from the netherworld.

VANGO

BIZYBOO Seek ‘n Find Busy Bags Ages: 2+ | MSRP: $9.99

The Halloween Series introduces a new cast of BIZYBOO characters — a giggly ghost, friendly Frankenstein, and playful pumpkin — each packed with 30 different hidden seasonal objects.

Fans can step into the eerie world of Five Nights at Freddy’s with this inflatable costume inspired by the animatronic icon from the independent video game franchise.

THIS IS HALLOWEEN

MATTEL

Fisher-Price Little People Collector Wednesday Ages: 14+ | MSRP: $24.99

Fans of the Netflix Original Series Wednesday can celebrate teen angst and creepy moments with this special edition Little People Collector figure set, which includes Wednesday Addams with Thing, Enid Sinclair, Marilyn Thornhill, and The Hyde monster.

DOUGLAS

Ghostly The Golden Retriever | Ages: 3+ MSRP: $14.99

This 5-inch-tall pup is cloaked in a white ghost costume and holds an orange Trick-or-Treat bag in its mouth.

HASBRO

Betrayal Deck of Lost Souls Ages: 12+ | MSRP: $19.99

A cursed deck of cards from the House on the Hill entraps players in this story-driven card game full of curses, horrors, and strategy.

WINNING MOVES

Ouija Salem Edition Ages: 8+ | MSRP: $29.95

This custom Ouija board features historical imagery from Salem, Massachusetts. The board includes The Witch House, The House of the Seven Gables, Custom House, and more.

JAZWARES

Halloween Squishmallows Ages: 3+ | MSRP: $5.99-39.99

The beloved plush line gets a spooky treatment with the Halloween Squishmallows collection, which includes new characters like Jeb the Monster (pic-

ZURU

XSHOT Insanity

HorrorFire Dread Hammer Ages: 8+ | MSRP: $24.99

Kids can gear up to battle the undead with this blaster. It features a 35dart clip and includes 48 Air Pocket Technology darts for precise shots with up to 90 feet

Wall Crawler Gecko | Ages: 4+ | MSRP: $29.99

This gecko crawls with life-like movement not only on the floor but also across all the walls. Use the remote to maneuver the gecko and watch its glowing LED eyes.

MGA ENTERTAINMENT

MGA’s Miniverse Make It Mini Diner: Halloween Ages: 8+ | MSRP: $9.99

Kids can unwrap a mystery ball-shaped capsule with a Halloween theme to build spooky dishes and drinks. There are four styles to collect and one rare licensed ball.

JAZWARES COSTUME PLAY

Marvel Deadpool Unicorn Rider Inflatable Costume Ages: 14+ | MSRP: $69.97

Based on Deadpool and his magical multicolored steed, this dynamic combo features a printed costume top and full fabric mask plus an inflatable unicorn that covers the legs. It’s also equipped with a built-in fan and detachable battery pack.

These deadly plush animals come in coffins, but they’re as harmless as can be. Kids can add the characters Squash, Howler, Beezelbear, and more to their spooky collections.

PLAYMOBIL

Magical Witch Ages: 4+ | MSRP: $5.99

Don’t be spooked by this little Magical Witch — she’s friendly. The set includes one Playmobil witch figure with a witch hat, black cat, and broom.

HOLIDAY CHEER

MATTEL

2024 Holiday Barbie Doll Ages: 6+ | MSRP: $45 Available: Fall 2024

This year’s holiday Barbie is decked in a red-and-green plaid holiday gown and comes in five doll designs. Each doll is packaged in a window display box for added collectability.

MGA ENTERTAINMENT

MGA’s Miniverse Make It Mini Diner: Holiday Ages: 8+ | MSRP: $9.99

Holiday dinner goes mini with these new capsules, which come with holiday dishes and drinks made with resin. Kids and collectors may also discover a rare variant inspired by National Lampoon’s Christmas Vacation

JAKKS PACIFIC

The Simpsons Advent Calendar Ages: 4+ | MSRP: $39.99

This advent calendar is filled with 1.5-inch figures of characters from The Simpsons in holiday garb.

NeeDoh Advent Calendar | Ages: 3+ | MSRP: $24.99

Kids can squeeze, squish, and poke the 24 NeeDoh shapes and sensory toys in this advent calendar.

2024 Holiday Barbie Doll

Mattel

THE LEGO GROUP

LEGO City Advent Calendar 2024 Ages: 5+ | MSRP: $32.99

As the holidays approach, kids can build their own LEGO City using this 24-day advent calendar which features wintry miniature builds and minifigures.

THE LUMISTELLA COMPANY

The Elf on the Shelf Official Elf Ideas Super Set Ages: 3+ | MSRP: $39.95

Parents can plan a whole holiday season worth of elf surprises with this set of props and MagiFreez gear for The Elf on the Shelf.

PLAYMOBIL

Trip to the Christmas Market Advent Calendar Ages: 4+ | MSRP: $24.99

Playmobil heads to a winter wonderland in its latest advent calendar, which includes four figures, an ice skating rink, and more.

EUROGRAPHICS

3D Christmas House Puzzle Ages: 10+ | MSRP: $44.99

This 3D puzzle is made up of interlocking 2D puzzles that families can use to build a festive Christmas house covered in snow.

HASBRO

Furby Furblets Sno-Way Ages: 6+ MSRP: $9.99

A new, snow-themed Furblet is joining the collection of miniature Furby creatures. SnoWay features icy blue fur and plays festive holiday music.

JAZWARES

Holiday Squishmallows Ages: 0+

MSRP: $5.99-39.99

Kids can snuggle with or display these assorted sizes of festive plush throughout the holiday season.

HOLIDAY CHEER

THE QUEEN’S TREASURES

Little House on the Prairie Advent Calendar Ages: 6+ | MSRP: $74.98

This advent calendar features 24 cubbies filled with accessories for the 18-inch Little House on the Prairie doll, including mittens, a stocking, and more.

RELATABLE

Emotional Support Advent Calendar Ages: 0+ | MSRP: $49.99

BOOGIE BOARD

Sketch Pals Flurry the Snow Pal Ages: 4+ | MSRP: $19.99

This holiday-themed Sketch Pals character features a mini LCD doodle board and a clip to attach to backpacks or stockings.

Snackles 14-inch Plush: Christmas Edition Ages: 3+ | MSRP: $19.99

This Christmas-themed plush collection includes a reindeer, a snowman, a bear, and Santa, each cuddling a licensed holiday snack.

Kids and kidults of all ages need emotional support. This advent calendar features 25 plush featuring vibrant colors and personalities.

VANGO

BIZYBOO Holiday

Seek ‘N’ Find Busy Bags Ages: 2+ | MSRP: $9.99

Toddlers can squish, prod, and move around the beads inside these festive sensory toys to boost cognition and other skills.

DOUGLAS

Inchy the Inchworm Plush | Ages: 0+ | MSRP: $12

inchworm is moving along and wearing a red-and-white striped holiday hat.

CUDDLE BARN

Cowboy Kringle Ages: 2+ | MSRP: $37.99

Santa Claus meets the Wild West with this festive toy, which sings “On the Sleigh Again” when his hand is squeezed.

THAMES & KOSMOS

Science Advent Calendar Vol. 2 Ages: 8+ | MSRP: $39.95 kit, which features a new experiment every day.

BASIC FUN!

Littlest Pet Shop Advent Calendar Ages: 4+ | MSRP: $29.99

Littlest Pet Shop is taking on the holidays in this festive advent calendar, which features 24 days of bobblehead figures and accessories.

WINNING MOVES

Twistables Holiday Puzzle | Ages: 8+ | MSRP: $8.95

Kids can mix, twist, and turn these six-sided puzzles. When the puzzle is complete, each of the six sides shows a different holiday picture.

AURORA WORLD

Palm Pals 2024 Christmas Collection

Ages: 0+

MSRP: $11.09

The latest wave of weighted plush that sit in the palm of kids’ hands includes a reindeer, an elf, a mitten, a mug of hot cocoa, eggnog, and more.

SPIN MASTER

GUND My First Gingerbread House | Ages: 0+ MSRP: $25

Parents can introduce babies and toddlers to the holidays with this plush playset, which opens up to reveal four miniature plush.

Don’t let her looks fool you: Barbie turns 65 this year.

Throughout the years she’s been an astronaut, a chicken farmer, and a ballerina; she’s donned haute couture and streetwear; become a Hollywood movie star; and maintained her status as both an inspirational and an aspirational figure for little girls.

There’s just one question: How does she do it?

In one sense, attitude is everything, but there’s more to it. “Barbie strives to live authentically and chases her dreams no matter what, whether that’s on screen, through the diverse product offerings, or through inspiring stories,” says Krista Berger, Senior Vice President of Barbie and Global Head of Dolls at Mattel. “Above all, Barbie encourages fans to embrace their individuality and dream big, showing them that they can be anything while staying true to themselves.”

For her 65th birthday, Mattel pulled out all the stops, including crafting oneof-a-kind Barbies for nine professional female athletes, releasing new commemorative products, and honoring noteworthy women. “We kicked off Barbie’s 65th

anniversary celebration in March with the 2024 International Women’s Day Role Model global lineup, featuring inspirational storytellers such as Shania Twain and Viola Davis,” Berger says.

A DOLL FOR EVERY GIRL

And though Barbie has been inspiring girls of all sorts for 65 years, that inspiration has not always been equal. This disparity is highlighted in the recent documentary Black Barbie, which debuted on Netflix this Juneteenth and chronicled the first Black Barbie doll to hit the market. Barbie was famously modeled upon Mattel co-founder Ruth Handler’s daughter, and so for much of her existence appeared as white with blonde hair and blue eyes. Though the first brown-skinned doll within the Barbie universe was released in 1967, it wasn’t until 1980 that a bonafide Black Barbie hit the market, thanks to Kitty Black Perkins, a pioneering designer at Mattel.

The power of seeing a Black Barbie and having diverse representation in the doll aisle is no small thing — take Brown vs. the Board of Education, for example. During the trial that dismantled segrega

tion in the U.S., a selection of Black and white dolls were used to demonstrate the negative impacts of segregation. Most of the children preferred the white dolls versus their Black counterparts.

The impact of having Barbie, the most iconic and recognizable doll of all time, finally appear as Black cannot, therefore, be overstated. “I had a sense that it was going to be well received,” Perkins said in a Barbie Signature interview. “I had no idea it was going to be as groundbreaking as it is now, but if you look at the history of Barbie, the reason Barbie is No. 1 is because she was the very first of her kind. When we did Black Barbie, she too became the very first of her kind.”

A FASHION ICON

Barbie’s effect on culture and her inspirational quality are inseparable from her fashion. Karan Feder is a researcher, historian, and author of the book Barbie Takes the Catwalk: A Style Icon’s History in Fashion. She’s also curated a touring exhibition entitled “Barbie: A Cultural Icon” that lands at the Museum of Arts and Design in Manhattan this October.

For Feder, Barbie’s hold on the culture came full circle a decade ago.: “What happens in 2014 is Moschino’s Jeremy Scott releases a super popular runway show where he outs that his muse for the fashion is Barbie. And that is the first time where Barbie has inspired a professional fashion designer rather than professional fashion designers, up until that point, inspiring Barbie’s clothes,” she says.

The impact on fashion is where Barbie entered a new era of inspiration, Feder adds, not just as an aspirational figure for kids, but as a cultural touchstone.

INSPIRING GIRLS TO BE ANYTHING

Above all, it’s perhaps a slew of careers that have been the most integral part of Barbie’s inspiring nature. “The other thing that you can’t deny again, is the fact that Barbie, as even a teenager, was always working. And she always had a job at a time when it wasn’t a given, that women were always going to be working,” Feder says. “And I think that is also an aspirational quality … they were at least introduced to that concept by Barbie.”

Berger reiterates this, explaining that not only has Barbie always held jobs, but she has often held jobs in which women have been historically underrepresented.

“For instance, the first Barbie doctor doll was released in 1973, a time when women only made up 5% of all physicians in the U.S.,” she says. Even if Barbie’s first career doesn’t scream “empowerment,” it marked the beginning of her career legacy.

“Barbie started working from day one. She was born as a fashion model, so she’s always been a working girl,” Feder adds.

The U.S. Chamber of Commerce reports that in February 2020, 59% of women were participating in the labor force, just a 21% increase since 1960, the year after Barbie was introduced, a number that’s still

about 10% lower than men’s participation. Though the elusiveness (and therefore the allure) of work may have dwindled since 1959 for little girls, the discrepancy in labor force participation and equal representation at the highest levels is why Barbie’s career frenzy hasn’t hit the brakes one bit. This year, Mattel revealed that Barbie’s 2024 Career of the Year celebrates women in film, an industry in which women fill just 21% of roles such as directors, writers, and producers for the 250 top-grossing films. It’s an appropriate honor coming on the heels of last year’s Barbie: The Movie, a record-breaking box office smash that was nominated for an Academy Award for Best Picture.

At 65, Barbie still offers little girls the opportunity to imagine dream careers — or work-free dream lives — while allowing them to see themselves both physically and through the qualities Barbie embodies. In other words, Barbie’s true work, that of inspiring, shaping, and reflecting the culture, goes on. 

Madison Patterson is an Assistant Editor at The Toy Book, The Pop Insider, and The Toy Insider.

When she isn’t writing, the Seattle native can be found reading the classics, watching

football, and scouring the city for New York’s best vintage.

Oscar winners and activists, including Helen Mirren (pictured below), and Maira Gomez (pictured left) were honored with Role Model Barbies this year. | Source: Mattel

Source: Mattel

ADORABLE, FASHIONABLE, & ADVENTUROUS

SUNNY DAYS ENTERTAINMENT

Honey Bee Acres Harvest Festival | Ages: 3+

MSRP: $69.99

The Harvest Festival occurs yearly at the two-story Barn in Honey Bee Acres. This playset comes packed with accessories and poseable flocked figures ready to enjoy the event.

SPIN MASTER

Unicorn Academy Sofia & Light Magic Wildstar | Ages: 4+

MSRP: $19.99

Kids can press Wild star’s star marking and see her hoof stomp to create a beautiful rain bow light effect. Then, enjoy true-to-show styling with Sophia’s colorful streaked hair and Wildstar’s rooted mane and tail.

MOOSE TOYS

XOX Kweenie | Ages: 8+ | MSRP: $9.99

With special gloss and velour finishes, as well as fills like rattling beads and liquids, these weighted vinyl figures are about self-expression. With 26 characters — either Quirky or Fearless — there’s a Kweenie for every queen.

XOX Kweenie

Source: Moose Toys

MGA ENTERTAINMENT

Yummiland | Ages: 4+ | MSRP: $9.99-24.99

Each Yummiland set includes a base, color, and scent for kids to mix to create a real, shimmery lip gloss. Then they can take their Yummi doll on the go by attaching the

PURPOSE TOYS

Naturalistas ICON Salon Playset Ages: 3+ | MSRP: $39.99

The ICON Salon playset is a celebration of cultural beauty salons. The playset includes an exclusive Dayna doll, repositionable salon walls with a wash basin and storage drawer, an adjustable salon chair, and 12 hair play accessories.

MATTEL

Barbie Dream Besties Assortment Ages: 4+ | MSRP: $19.99

These poseable fashion dolls include personality-themed accessories and long hair for styling fun. Check out Barbie

“Malibu,” Barbie “Brooklyn,” Teresa, and Renee as you’ve never seen them before.

HASBRO

Baby Alive Crawl ‘N Play Katie Kat Ages: 3+ MSRP: $39.99

The Katie Kat baby doll loves to play pretend kittens. Activate her crawling action along with 40 sounds and music by pressing the button on her back.

ANNE LAUREN DOLLS

Kennedy and Friends Ages: 5+ | MSRP: $129.99

Each 18-inch doll in this diverse collection is crafted with lifelike details; soft, poseable, all-vinyl bodies; and beautifully designed outfits. Plus, each comes with a storybook that promotes values of friendship and acceptance.

ZURU

Babycorns Interactive Baby Doll Series 1 Ages: 3+ | MSRP: $29.99

Kids can unbox the magical Rainbocorn babies, nestled inside their magical cribs, and find 30 surprises, including a pacifier, a storybook, and a plush boo-boocorn.

ADORABLE, FASHIONABLE, & ADVENTUROUS

JAZWARES

Royale High 3-inch Core Deluxe Figure Assortment Ages: 5+ | MSRP: $9.99 | Available: Fall 2024

Each doll is inspired by and named after an element (Fire, Nature, Light, Darks, and Ice) and comes with nine mix-and-match fashions, including wings, plus a code to unlock a matching pair of wings in the game.

CEPIA

Decora Girlz 5-inch Collectibles Ages: 4+ | MSRP: $9.99

Inspired by a Japanese trend, Decora Girlz dolls come in a mystery box packed with eight surprises, including a stylish outfit, trendy shoes, cool accessories, and loads of puffy and flat stickers to customize the doll and stand.

STAY CURIOUS TOYS

Asian Heritage Wooden Magnetic Dress Up Dolls Ages: 3+ | MSRP: $35

Celebrate Asian culture with this set of magnetic dress-up dolls. Each set includes two dolls, 11 tops, 11 bottoms, shoes, and accessories that represent more than 10 Asian countries. The initial shipment sold out quickly, and a second run is in

Aphmau Catface Mystery Surprise Set

Ages: 3+ | MSRP: $39.99

Aphmau, the popular female gamer, is known for her love of cats and her collection of MeeMeows. Her newest toy comes with 11 mystery surprises for kids to unbox, including never-before-seen, exclusive collectibles.

MINILAND

My Friends & Me Doll with Vitiligo | Ages: 2+

Available: Fall 2024

This baby doll with vitiligo is dressed in an adorable turquoise romper with a matching bow. Each box contains instructions on how kids can make their own friendship bracelet to trade with their doll best friend.

JAKKS PACIFIC

Disney ILY 4EVER

Fashion Dolls — Stitch, Jack, and Sally

Ages: 6+ | MSRP: $29.99

Girls can express themselves with styles based on Stitch and/or Jack and Sally (pictured) with these Disney-inspired dolls. Each doll includes two outfits plus shoes and a purse.

CREATIVE CORNER

BOOGIE BOARD

Jot Pocket Shimmer Collection | Ages: 4+ | MSRP: $19.99

This 4.5-inch LCD writing tablet is perfect for on-the-go doodles, lists, and notes. This tablet comes in three glimmering shades and includes a shimmering writing stylus.

MGA ENTERTAINMENT

Little Tikes Creative Chefs Ages: 3+ | MSRP: $19.99-24.99

Little chefs can follow the recipe cards to “cook” with moldable and reusable ingredients. The kit features hyper-detailed play food, utensils, and packaging that unfolds into a play table.

CRA-Z-ART

On this magnetic drawing board, kids can draw pictures, play games, write messages, and more. This retro toy includes a magic pen and stamps, just like the original.

Magna Doodle Magnetic Drawing Toy 50th Anniversary Edition | Ages: 3+ | MSRP: $14.99

Jot Pocket Shimmer Collection | Source: Boogie Board

MY CREATIVE BOX

Pets Carnival Collage Sensory Craft Box

Ages: 3+ | MSRP: $34.95 | Available: Fall 2024

This sensory box features a variety of textures, shapes, colors, and sizes to craft fun pets and party-inspired creations. With more than 1000 pieces, kids can create art with the set’s glue, scissors, templates, and more.

SCHYLLING

Make Your Own LAVA Lamp

Ages: 8+ | MSRP: $19.99

Kids can build their own LAVA brand motion lamp and customize it to match their style. The kit includes three sheets of sticker decals, three packets of confetti sparkles, three glob mixes, and more.

BLUE MARBLE

National Geographic

Glow-in-the-Dark Solar

System Activity Kit

Ages: 8+ | MSRP: $19.99

Kids can paint and assemble the solar system with this glow-in-the-dark kit. The set includes easyto-follow instructions and fascinating facts about each planet and the Sun.

CRA-Z-ART

Cra-Z-Slimy Food Scents Slime

Ages: 6+ | MSRP: $4.99

Little ones can dig into a sensory experience with the latest wave of Crazy Slimy food-scented slimes from Cra-Z-Art. These slimes provide squishy fun that feels and smells good. Choose from PB&J, Key Lime Pie, Blue Razz Slush, Cookie Jar, Cupcake Frosting, and Raspberry Gelato, each sold separately.

EDUCATIONAL INSIGHTS

Jumbo Gem Craft Kit

Ages: 5+ | MSRP: $14.99

Available: Fall 2024

Kids can decorate fantasy-themed design cards using colorful jumbo gems and the easy-use gem popper tool. The set includes 16 designs and 500 jumbo gems in six vibrant colors.

U.S. TOY CO. (HORIZON GROUP USA)

Hello Kitty 50th Anniversary

STMT DIY Nail Art Studio

Ages: 8+ | MSRP: $18.99

This Hello Kitty-themed kit has everything needed to create kawaii nails at home. The nail art studio includes a mini nail file, nail polishes, stick-on nails, nail stickers, nail tattoos, and a travel case for storage.

CREATIVE CORNER

MELISSA & DOUG

Sticker WOW! | Ages: 3+

MSRP: $11.99

Each set features 24 pages of counting, matching, and searchand-find activities. The refillable sticker stamper comes loaded with 300 assorted stickers, with 100 unique designs to discover in every stack.

SPIN MASTER

Cool Maker GO Glam Nail Studio | Ages: 8+

MSRP: $24.99

It’s as easy as pop, paint, and press with Cool Maker’s GO Glam Nail Stu dio. The nail studio includes four unique design cartridges to choose from, two nail polish applicators, and a manicure mask.

THE LEGO GROUP

LEGO Art Mona Lisa Ages: 18+ | MSRP: $99.99

This 1503-piece set brings the world’s most famous painting home. The LEGO interpretation of Leonardo da Vinci’s Mona Lisa includes an elegant, gold-colored frame and a pair of interchangeable eyes for a more abstract appearance.

CREATIVE KIDS

Nano Crafts Super Deluxe Design Studio Ages: 8+ | MSRP: $34.99

Available: Late 2024/Spring 2025

This all-inclusive kit features different crafts for kids to make, like a glitter bubble, a 3D heart, and a bubble tea keychain. The activity set includes an air pump, 15 mix-ins, 14 rolls of nano tape, and more.

ZURU

Mini Brands Create MasterChef Capsule Ages: 6+ | MSRP: $9.99

Prepare pretend culinary masterpieces with the Mini Brands Create MasterChef collection. Each capsule contains all the ingredients needed to create one of 11 MasterChef Mini Dishes and comes with a UV LED toque to set the resin.

CREATIVE CORNER

Jixelz Remix Sonic the Hedgehog Shadow 750 Piece Set | Ages: 8+ | MSRP: $12.99

This Jixelz Remix set includes 750 plastic puzzle pieces, a display stand, and a Shadow character template.

HAND2MIND

Numberblocks Puzzle Solver Ages: 3+ | MSRP: $16.99

Kids turn and flip Numberblocks characters One to Five to complete these tactile puzzles. The set features 50 unique puzzles and four different levels of play.

THAMES & KOSMOS

Wondery Kids Wow in the World: Break-Open Crystal Geodes Ages: 6+ | MSRP: $29.95

Kids can crack open each geode to discover its treasures and display them in the crystal-shaped display case. The kit includes safety goggles, a magnifying glass, and an eightpage experiment guide.

FAT BRAIN TOYS

Hey Clay Minions Ages: 3+ | MSRP: $21.95

ABACUS BRANDS

Pixicade

Ages: 6+ | MSRP: $19.99

Kids can create their own playable video games by taking pictures of their drawings. The activity kit includes five washable markers and a 108-page game design guidebook.

Kids can pick one of six Minions to create with the non-toxic clay. The kit includes 15 cans of airdry clay, sculpting tools, interactive 3D step-by-step instructions, and more.

CHOON’S DESIGN

Rainbow Loom Care Bears Cuteique: Sharing is Caring Ages: 7+ | MSRP: $17.99

This DIY bracelet kit features an array of Care Bears designs on exclusive Cuteique charms. Crafters will discover 2,510 pieces in all, including 2,400 rubber bands, 20 beads, and 16 Care Bears charms. It also comes with an exclusive Cheer Bear Happy Loom.

OOLY

SCIENCE4YOU

Perfumes & Soaps

Ages: 8+ | MSRP: $29.99

Kids can learn different perfume-making techniques, create massage oils, and make exfoliating soaps with this 29-piece kit’s 12 easy, safe science experiments.

B.F.F. Shrink-its! DIY Shrink Art Bracelet Kit

Ages: 6+ | MSRP: $12.95

Kids and tweens can use the pieces in this kit to make up to 20 colorful shrink charm bracelets. The kit features B.F.F.-themed charm pairs like peanut butter and

NMR

Aquarius Bold and Brash

Mini Art By Numbers

Ages: 4+ | MSRP: $15

This arts and crafts activity features a paintby-numbers set inspired by Nickelodeon’s SpongeBob SquarePants. Kids can hang and display their art when it is finished.

BOTI

Glow it! By Doctor Squish

PLAYMONSTER

Spirograph Shrink Charms

Ages: 8+ MSRP: $17.99

Kids can draw Spirograph designs on shrink paper, color them, and put them in the oven to make wearable charms. The activity kit includes seven Spirograph pieces, four neon markers, 50 beads, and more.

Ages: 8+ | MSRP: $29.99 | Available: Fall 2024

This Doctor Squish kit has everything kids need to create up to eight glow-in-the-dark squishies. Kids can use the pump on the maker to inflate their toy to the desired size.

The fight against Cobra isn’t always action and combat. There can be a lot of down time, and staying mentally sharp is key to being ready when duty calls. Keep your wits ever-ready with this 1000-piece puzzle, inspired by Hasbro’s promotional poster for its 1985 G.I. Joe Mobile Strike Force Team catalog.

THE LEARNING LAB

ABACUS BRANDS

Bill Nye’s Chem Lab VR Virtual Reality Activity Set Ages: 8+ | MSRP: $29.99

Kids can learn about the properties of matter, chemical reactions, pH levels, and more via virtual reality (VR). This STEM-based lab kit includes a set of VR goggles, a 40-page activity book, and variety of chemistry accessories.

SUNNY DAYS ENTERTAINMENT

Moodles | Ages: 2+

MSRP: $19.97

These mood-changing dolls feature six adorable faces to teach kids about their emotions and selfexpression. Kids can twist the bow or flip the face to reflect when they’re hap py, sad, surprised, silly, sleepy, or angry.

FAT BRAIN TOYS

Air Toobz Whirlwind Accessory Pack

Ages: 3+ | MSRP: $24.95

Kids can add more fun to their Air Toobz contraptions with this accessory pack. The set includes a windsock with connector, a whirly wheel, and 10 dual-colored balls.

BLUE ROCKET TOYS

Xtrem Bots Bionic Ages: 5+ MSRP: $31.99

Kids can make the robot walk, slide, and dance via the included remote control. Bionic boasts sound, LED eyes, and 20 different pro grammable actions.

TAILOR TOYS

Powerup Eclipse Smartphone Controlled Kit Ages: 8+ | MSRP: $69.99

This kit features a motorized flight module in a circular plane resembling a solar eclipse. Kids can explore three wing configurations to transform the plane’s shape, flight characteristics, and performance.

MIND BRAIN EMOTION

52 Essential Coping Skills for Kids Ages: 5+ | MSRP: $24.99

This card deck provides coping skills and strategies for managing stress, anxiety, and worry. The deck also includes access to an online coping skills assessment and videos on important topics.

TOP SECRET TOYS

Dissect-It Rattlesnake | Ages: 6+ | MSRP: $24.99

This gelatin-like rattlesnake comes with 35 bones and organs to dissect along with a special surprise. The kit includes a full-color learning guide, a work table, four safe surgical tools, and two refill mixes.

SCIENCE4YOU

Modelling Dough Factory | Ages: 4+ | MSRP: $19.99

Kids can make more than 2 pounds of dough from scratch with this kit featuring five activities.

THAMES & KOSMOS

Robotics: Smart Machines — Junior Ages: 8+ | MSRP: $69.95

Kids can control Junior’s movements and sounds via the remote control or the free Junior App. The app unlocks all of Junior’s capabilities and features code programming and a make-believe robot workshop game.

THE LEARNING LAB

ELENCO

SNAP CIRCUITS NITE LITE | Ages: 5+ | MSRP: $24.99

Kids can build their own night light to turn any dark room into a brilliant light show. The set features five different themes, including starlit sky, dino zone, deep sea life, fish school, and spaceship.

THAMES & KOSMOS

Bionic Robotic Arm | Ages: 10+ | MSRP: $54.95

Kids can build a robotic arm and then use the two joystick controllers to make it grab, move, and release objects. The right button rotates the claw up to 180 degrees, while the left allows the claw to open and close.

BLUE MARBLE

National Geographic Junior Chemistry Lab Kit Ages: 4+ | MSRP: $24.99

This kit features 50 experiments, including growing salt crystals, making sugar cube igloos, and pouring water down a string. The kit has flasks, test tubes, droppers, beakers, and more.

ZURU

Hug-A-Lumps | Ages: 3+ | MSRP: $19.99

Kids can experience the calming effect of a weighted plush with Hug-A-Lumps. The line features eight ultracute plush characters, each weighing three pounds.

SPIN MASTER

Kinetic Sand Project Planet Ages: 3+ | MSRP: $9.99-19.99

Kids can mold, flow, and stamp their Kinetic Sand to build their very own eco habitats. This eco-friendly line features a trio of Project Planet playsets, including Deep-Sea, Coral Reef, and Turtle Beach.

THE LEARNING LAB

for building and taking apart the vehicle. Made of chunky parts, it’s easy for little hands to assemble and maneuver into place.

U.S. TOY CO. (HORIZON GROUP USA)

BBC Earth All-in-One

Extreme Chemistry

Ages: 6+ | MSRP: $24.99

This all-in-one chemistry set features 10 unique experiments relating to earth science, including volcanic eruptions, crystal growth, slimy worms, and soap-powered boats.

FUN IN MOTION TOYS

HyperTiles | Ages: 5+ | MSRP: $24.99

MGA ENTERTAINMENT

Pixel Petz Ages: 4+ | MSRP: $29.99

These interactive pets feature 11 distinct personalities and more than 100 emotions with every interaction. The line features two different pets — a

These sensory bottles provide fun and tactile play with ocean themes. One bottle explores buoyancy with ocean items, and the other explores density with sea animals.

WISHBONE

I Dig Dinosaur Mini Kit

Ages: 5+ | MSRP: $4.99

This three-piece activity kit offers a prehistoric adventure contained within a burlap bag. Kids can use the scraper tool to dig in a real sand block to find a mini dinosaur.

From retail shelves to living rooms, some games will forever remain staples. Although opinions can shift and demand can change, nothing beats a classic game. This year, three perennial favorites are celebrating major anniver saries as Hasbro’s Clue and Candy Land turn 75 and Connect 4 turns 50. So how do these classics re main fresh? Subtle reinvention and radical expansion.

“To design [for] a clas sic game, it’s important to prioritize player insights, observe families, and obsess over the details,” says Brian Baker, Senior Vice President of Board Games at Hasbro. “This approach can help in enhanc ing gameplay, storage, and modernizing aesthetics for current and future players.”

Candy Land, Clue, and Connect 4 all implement gameplay that has been reso nating with players for years. This includes the simple path play in Candy Land, the mystery-solving aspects in Clue, and the accomplishment a player often feels when four discs finally line up in a game of Connect 4.

Connect 4, and Clue are a must-have in store … they have been around for a while and they all have an easy concept of play,” Hernandez explains.

Hasbro is doing all of the above in this milestone year.

CLUE: 75 YEARS OF STRATEGY

Herman Hernandez, owner of Greenpoint Toys in Brooklyn, New York, recognizes the lasting impact of the iconic trio. The brick-and-mortar store has been serving Brooklyn residents since 1979, and families are certain to find these classics on the shelf. “Hasbro’s Candy Land,

that made them desirable. New character designs and alternative themes are incorporated into the games as Hasbro expands its offerings.

“Enhancing characters, storylines, and artwork can spark imagination and generate interest among current and new generations of players,” Baker says. Collaboration with licensing partners is another way to keep momentum, and

More than seven decades after its release, players are still guessing who, where, and what. In the murder-mystery board game Clue, the endless number of solutions result in a new and exciting game each time the board is unfolded.

This year, players can add the Clue: 75th Anniversary Edition from WS Game Company to their game room. This special version of the game features a two-toned wood cabinet with gold-toned metal accents and a storage drawer. It includes wood movers with die-cast bases and a foil-stamped solution envelope. The game, designed for players ages 18 and up, also includes 75th Anniversary-themed cards.

Clue’s evolution includes a refresh of the well-known game, new Clue series, and editions inspired by different brands and IP. Kids can rely on the familiar gameplay while interacting with characters besides Professor Plum and Mrs. White. Throughout the game’s long reign, The Op Games has released different versions such as Clue: Scooby-Doo Edition, Clue: Squishmallows Edition, and more.

Hasbro also produces the Clue Escape Series, where players utilize a 3D board, attempt to unlock rooms and escape, and then solve a mystery. Additionally, the Clue franchise has extended to include games like Clue Conspiracy, in which

The Clue: 75th Anniversary Edition from WS Game Company includes chic accessories. | Source: Hasbro

players team up, sabotage, and swear to secrecy while deducing who, where, and what to solve the crime.

While the game ascended its board with the 1985 film Clue, the mystery continues to unfold outside the living room with the new theatrical production Clue: Live on Stage. Based on the film and game, the new comedy features characters like Mrs. Peacock and Colonel Mustard, as well as life-sized versions of the mini tools used during the board game. Families can also participate in Clue — A Walking Mystery, an interactive walking experience that is available in different cities in the U.S.

“We’re expanding the ‘Clueniverse’ even further, as we just announced that Hasbro Entertainment closed a deal with TriStar Pictures and Sony Pictures Television to develop film and TV adaptations of Clue,” Baker says. “Branded experiences like stage productions and movies go hand in hand with our products, helping amplify brand awareness, popularity, and consumer fandom overall.”

SEVEN DECADES OF DESSERT

From homemade Halloween costumes to sweet scented candles by GooseCreek, the board game Candy Land and its characters have served as inspiration for crafts and collaborations for years. In 1948, school teacher Eleanor Abbott invented the path game for recovering polio patients to pass the time. Milton Bradley published the game in 1949, and named characters were added soon after. Now, millions of grown-up kids note Candy Land as their first board game.

Several editions of the game have been released since its inception, in-

cluding editions with updated character and location designs. Despite changes in outfits and more, the residents of Candy Land still represent the same sweetness and fun while representing a broader audience. “Nostalgia ties generations of players together, inspiring parents to share game experiences from their youth with their own children,” Baker says. “Hasbro has been thoughtful in ensuring characters, themes, and content remain relevant to today’s audiences. We pay attention to shifts in tastes and trends to make timeless games and avoid becoming obsolete or outdated.”

To celebrate decades of Mr. Mint, Princess Frostine, and others, Hasbro designs branded, interactive programs. At the American Dream Mall in New Jersey, players can visit the Candy Land Shake Bar in The Gameroom Powered by Hasbro. The Shake Bar produces themed milkshakes for guests to sip on while exploring other attractions inspired by Hasbro IP. The company also collaborated with Sugarfina to launch a limited-edition Candy Land game board, with different candies hidden inside removable boxes that resemble the Candy Land path.

HALF A CENTURY OF CONNECTIONS

While the gameplay remains unchanged — kids still need to line four discs of the same color on the grid in each edition — Connect 4 has evolved throughout the past 50 years. “Our goal is to always engage new generations of players by evolving our beloved classic games with insightful innovation and thoughtful design,” Baker says. “Connect 4, our classic strategy game, has seen evolution primarily in its materials and presentation since its introduction in 1974.”

EastPoint Sports’ Connect 4: Giant Edition is a super-sized example of Hasbro’s dedication to maintaining the life of a classic game. The bigger edition is a great fit for outdoor, larger-than-life play.

PASSING GO! IN 2025

Looking on the horizon beyond this year’s milestones, Hasbro is planning for another major anniversary: Monopoly turns 90 next year. The company and

its licensing partners have produced countless versions of the game, including recent IP-based editions, inspired by Harry Potter, Grey’s Anatomy, Family Guy, One Piece, and rockers like AC/DC and Metallica. As part of the 90th anniversary, Hasbro is releasing the Monopoly Go! Board Game, which is based on Scopely’s Monopoly Go! app.

Despite the constant stream of updated offerings, in terms of popularity, the original games reign supreme — a true mark of a gaming classic — as the gameplay remains beloved by consumers and marketable for retailers. “A great toy store needs to carry Hasbro products ... all three games have a fast turnaround and we need to constantly order them to keep in stock,” Hernandez mentions.

“While we’ve done many co-branded games with popular IPs and different formats, nothing stands the test of time like our classics,” Baker adds. “However, variations of those games create energy in the marketplace, spark conversation, and ensure our brands stay relevant and topof-mind for our players.”

Whether it’s the newest version of Candy Land, Connect 4, or Clue, or the one passed down for generations that’s missing a few pieces here and there, these timeless games are poised to remain family favorites for years to come. 

Samantha Connell is an Assistant Editor for The Toy Book, The Pop Insider, and The Toy Insider. She is a Ravenclaw, Star Wars fan, and Clemson alumna. She also thinks that she is the favorite aunt.

Connect 4 is available in different sizes. | Source: Hasbro

Kids can take Candy Land in the car and on the plane with Candy Land Grab and Go. | Source: Hasbro

SHARED ADVENTURES, HEATED BATTLES

WOWWEE

Vapor Strike (Laser Tag)

Ages: 6+ | MSRP: $34.99

Available: Fall 2024

The 2-pack includes vapor blasters with lights, sounds, and vibration effects that track the hit points between two players or a team battle.

VANGO TOYS

MOOSE GAMES

Wild Flowers

Ages: 8+ | MSRP: $29.99

Players use botanical tiles to create a community garden of wildflowers, place a bumblebee on their completed flowers, and collect points.

Straight to Jail | Ages: 14+ | MSRP: $19.99 | Available: Fall 2024

HASBRO

Hydro Pods Dunk & Sunk Arena

Ages: 6+ | MSRP: $29.99

Kids fill the pod and plug in the target to reveal a character, then battle by launching discs or dunking pods in the arena.

Players take turns as the Supreme Leader and rank the severity of more than 200 “Crime Cards.” Other players then decide how the cards were ordered by placing Pun ishment Cards that range from allowing the crime to jail time; the first team to guess the judgment 10 times wins.

Wild Flowers | Source: Moose Games

Pop Up Pirate Gold Ages: 4+ | MSRP: $14.99

Kids twist Pirate Pete into the barrel, and each player slides a sword into a slot until Pete pops up — the slide that activates Pete changes every game.

MATTEL

UNO Teams

Ages: 7+ | MSRP: $6.49 | Available: Fall 2024

Pairs of two complete while using special cards and rules designed for teammates and aim to match the color, number, or symbol.

PLAYVIEW BRANDS

21 Bluff | Ages: 12+ | MSRP: $24.99

This blackjack card game includes a score sheet and features doubles, splits, wild cards, and more.

Orbito | Ages: 7+ | MSRP: $24.99

In this puzzle game, players must align four marbles of the same color horizontally, diagonally, or vertically, then strategize after the “Orbito” button shifts the marbles by one space.

THAMES & KOSMOS

Dodo | Ages: 6+ | MSRP: $34.95

Kids must help a Dodo’s tumbling egg land safely into the boat by rolling the die, collecting materials, and building new bridges together with varying time restrictions.

SHARED ADVENTURES, HEATED BATTLES

MGA ENTERTAINMENT

Finders Creepers | Ages: 8+ | MSRP: $24.99

Paranormal Hunters, or players, must gather tools and hunt monsters on the haunted house gameboard. If the house is overrun by haunted objects and the monsters escape, Hunters use the AR Boogle to capture and return them. The first to capture three monsters wins.

FOXMIND GAMES

Donuts by the Dozen

Ages: 7+ | MSRP: $14.99

Available: Fall 2024

To win, kids must reach the number 12 by flipping the donuts and combing different donut flavors to get their dozen while staying aware of sugar-loving bees.

SUPER IMPULSE

World’s Smallest Tetris Board Game

Ages: 8+ | MSRP: $5.99-7.99

Two players can solve a miniature game of Tetris on the go.

IMC TOYS

Camera Escape

Ages: 6+ | MSRP: $19.99

The high-tech sensor detects movement, lights, and sounds, and kids must move close to it without being detected. Then, they need to decrypt the light combination, get the key, and find the correct wires to disconnect within 20 seconds.

PICKLE EVERYTHING GAMES

Pickle Everything Foodie Deck

Ages: 10+ | MSRP: $9.99

This expansion pack for the card and word game Pickle Everything features foods starting with the letter “p” as clues. Players guess food-themed answers like pasta and pancakes.

SHARED ADVENTURES, HEATED BATTLES

SMART TOYS AND GAMES

The Genius Square | Ages: 6+ | MSRP: $29.99

Players roll the dice and solve puzzles until the winner reaches the Wizard level first. There are five difficulty levels and more than 60,000 puzzle challenges. Players can fill the grid alone or race opponents.

Snap 2 It | Ages: 7+ | MSRP: $39.99

In this STEM game, players battle to create their circuit first by snapping together game pieces between their light and the communal battery pack.

HAND2MIND

Numberblocks Playing Cards Ages: 3+ | MSRP: $9.99

Available: Fall 2024

Families can play classic card games and practice math with cards featuring Numberblocks characters.

TOP SECRET TOYS

Quack-Shot

Ages: 6+ | MSRP: $24.99

Kids aim the foam dart blaster at the flying duck drone to knock it out of the sky. The target uses IR ceiling-sensing technology to remain in the air.

WIZARDS OF THE COAST

Magic: The Gathering Bloomburrow Play Booster Box Ages: 13+ | MSRP: $153.50

This Bloomburrow Play Booster Box contains 36 Play Boosters. Each Play Booster contains 14 Magic: The Gathering cards and 1 Token/Ad card or Art card. A regular Art card can be found in 30% of packs, and a foil-stamped Signature Art card can be found in 5% of packs. Each pack includes a combination of 1–4 cards of rarity Rare or higher and 3–5 Uncommon, 6–9 Common, and 1 Land cards. One card of any rarity is Traditional Foil. The Land card is also Traditional Foil in 20% of boosters. Foil Borderless Mythic Rare Planeswalkers appear in <1% of boosters.

SHARED ADVENTURES, HEATED BATTLES

SUNNY DAYS ENTERTAINMENT

Elbow Room Games Bingo Set | Ages: 8+ | MSRP: $14.99

This bingo set includes an extra large wire cage bingo wheel, cards, marking chips, a master board, and calling balls.

NMR BRANDS

Aquarius Krazy Karaoke

Dice Game

Ages: 14+ | MSRP: $7

By rolling four dice, karaoke groups can deter mine who sings, what era the song is from, what style the song will be, and what type of artist will play.

FAT BRAIN TOYS

Foosbots Stadium Battle Set | Ages: 6+ | MSRP: $19.99

Kids build the stadium and training gear, then battle with the two Foosbots — when they squeeze the Foosbot’s arm, it’ll spin and kick the ball quickly.

RESTORATION GAMES

Crossbows and Catapults

Ages: 7+ | MSRP: $29.95 | Available: Fall 2024

This updated version of the ‘80s game features redesigned bricks and weapons for more dynamic castle builds and more flexible, accurate shots.

EDUCATIONAL INSIGHTS

Blurt! | Ages: 7+ | MSRP: $27.99

After listening to the clue, kids must try to blurt out the corresponding word first. Whoever advances on the board and reaches the finish line first wins.

THIN AIR BRANDS

Wonder Claw

Ages: 3+ | MSRP: $39.99

This mini claw machine includes 18 mini prizes and several arcade sound effects.

HASBRO

BeyBlade X Xtreme Battle Set

Ages: 8+ | MSRP: $49.99

The set includes a Beystadium, two right-spinning tops, and 2 launchers with ripcords — when the top hits the rail of the stadium during battle, it accelerates into an Xtreme Dash.

UNIVERSITY GAMES

I SPY Flip & Find

Ages: 5+ | MSRP: $7.99

Families can search for objects on the cards, including matching objects, using rhyming riddles

CATAN STUDIO

CATAN — New Energies

Ages: 12+ | MSRP: $69.99

In this standalone CATAN board game, players invest in clean energy resources or cheaper fossil fuels. It features new gameplay elements like power plants, energy tokens, and environmental events.

HOOTENANNY GAMES

Floats McGoats

Ages: 10+ | MSRP: $21.99

Strategy is required as players build a raft from wood to save their own goats from the shark-infested waters.

SPIN MASTER

Snack-O-Saurus Rex

Ages: 4+ | MSRP: $19.99

Kids collect snacks along the jungle path while staying aware of the dinosaur and cavepeople’s hunger. The first player to collect two pairs of snacks wins.

OH BABY!

SPIN MASTER

Ms. Rachel Surprise Learning Box Ages: 3 MOS+ | MSRP: $29.99

The colorful box features four interactive learning environments and features drawings of YouTube superstar, Ms. Rachel.

Babies can pull out surprises from a peek-a-boo opening, including five plush accessories and a scarf.

SMART TOYS AND GAMES

Krumples

Ages: 12 MOS+ | MSRP: $12.99 | Available: October 2024

Krumples can be squished, smooshed, and scrunched for sensory stimulation and play.

MATTEL

Fisher-Price Laugh & Learn Ultimate Playhouse | Ages: 6 MOS+ | MSRP: $99.99

Kids can crawl into the living area and use the desk, light-up fishbowl, flower spinner, and thermostat, then listen to the play radio. The house exterior features a doorbell, a porch light, a rain spout, and more.

Fisher-Price Laugh & Learn Ultimate Playhouse | Source: Mattel

OH BABY!

TOMY

Lamaze My Friend Dolls

— Olivia and Jasmine

Ages: 0+ | MSRP: $18.99

Olivia and Jasmine have different textures, bright contrasting colors, and a large clip that attaches to strollers, car seats,

CUDDLE BARN

Ages: 0+ | MSRP: $29.99

This sheep plays 15 minutes of familiar lullabies and glows in various soft colors during bedtime.

JAZWARES

CoComelon Discover ‘n Play JJ

Ages: 2+ | MSRP: $24.99

Available: Fall 2024

This interactive doll features more than 50 phrases, five songs, and color-changing lights. With five ways to play, kids will learn letters, numbers, shapes, and more.

MELISSA & DOUG

Ocean Easy-Fold Play Gym

Ages: 0+ | MSRP: $114.99

There are five ocean-themed soft toys with different textures that attach to the gym, a reversible play mat with black-and-white graphics, and an ocean scene for babies to interact with. The quick-close button unlocks the frame for easy storage.

JUST PLAY

Sesame Street Chicken Dance Elmo

Animated Plush

Ages: 18 MOS+

MSRP: $29.99

This 13-inch Elmo plush dances and chirps to his version of the “Chicken Dance” song and tells silly jokes.

MGA ENTERTAINMENT

Baby Born My First Baby | Ages: 1+ | MSRP: $16.99

These dolls have soft bodies and come with an outfit, a hat, and a bottle. Three different skin tones and eye colors are available.

OH BABY!

SUNNY DAYS ENTERTAINMENT

Hot Wheels Potty Trainer

Ages: 1+ | MSRP: $29.99

Available: Fall 2024

This blue Hot Wheels-themed 2-in-1 system includes a training toilet, a detachable potty ring, and a removable pot.

FAT BRAIN TOYS

PlayTab | Ages: 1+ | MSRP: $44.95

There are 12 tiles that magnetically attach to the board, including textured buttons that speak, balls in a maze, a dial that clicks up to 10, a seat of gears that spin, and more.

HAPE

Grip ‘n’ Stack Silicone and Wooden Blocks

Ages: 6 MOS+ | MSRP: $19.99

The 10 colorful blocks have soft, removable silicone edges and feature the alphabet, numbers, and patterns.

STEIFF

Pit Stop Play | Ages: 1+ | MSRP: $34.98

This ride-on has 15 interactive touch points to practice shapes, colors, and more. Toddlers can ride it or use the color-coded tools to fix the matching gears and gadgets on the car.

Little Elephant Plush Rattle & Bib Gift Set

Ages: 18 MOS + | MSRP: $26.99

These 15-inch dolls have squishy cheeks, a slightly weighted body, rooted eyelashes that close when the baby is rocked, and poseable bodies. Each doll comes with an outfit, matching headband, pacifier, and feeding bottle.

Ages: 0+ | MSRP: $54.95

The elephant-themed travel suitcases include a plush elephant rattle and a machine-washable, 100% cotton bib with a fluffy Steiff Teddy Bear patch.

PROTECTING & ENFORCING IP: REAL WORLD VS. METAVERSE

New Virtual Worlds Create New Real-World Challenges

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

Welcome to another edition of Thunderdome! Just kidding — welcome to the metaverse, a similar, self-contained, fictional place where new battles are brewing!

Numerous companies are creating their own virtual worlds where people can come to engage, play, transact business, and so much more. Not only do companies display and sell virtual products, but they also sell their real-world products through purchases made in the virtual world. Case in point, E.L.F. Cosmetics sells its physical products in Roblox and also gives those customers a virtual version of that purchased product.

IP Protection: Crossing Both Worlds

Whether it’s in the physical world or a digital world, intellectual property (IP) is an asset every company must consider protecting and enforcing.

You probably know how to protect IP like trademarks, copyrights, and patents in the real world by filing with the appropriate government agencies, but how do you protect IP in the metaverse? While established laws and cases cover IP in the physical world, the metaverse is relatively new, and laws will need to catch up. But

Source: stock.adobe.com

for now, filing with those same government agencies also helps you protect your IP in the metaverse.

Most companies should consider a strategy that includes protecting IP in the metaverse. Consider these factors:

Trademarks: There are some specific classes of goods & services that the U.S. Patent and Trademark Office offers to protect virtual goods & services.

They include:

• Class 009 for downloadable virtual goods

• Class 035 for retail sales related to virtual goods

• Class 041 for non-downloadable virtual goods or services

While other classes may apply, these are the most prevalent, especially in the toy and licensing industries.

Example: In addition to numerous other classes, Nike protects footwear in class 025 for physical shoes. To protect its brand in the metaverse, Nike filed to protect additional classes, including class 009 for downloadable virtual shoes, non-downloadable virtual shoes in class 041, and retail services featuring virtual shoes in class 035.

Copyrights: Getting a copyright registration protects creative aspects, such as designs, logos, and content. You can use that copyright to help with enforcement against infringement in the virtual world.

Patents: Similar to copyrights, getting a patent registration may not specifically call out exact virtual products or services, but it will protect other as-

pects of your creation or product that you can use to help enforce your IP rights.

IP Enforcement

Owning IP is the first step, protecting it is the second step, but your company should also have an enforcement strategy for both the real and virtual worlds. You may not decide to go after every infringer, but companies should, at minimum, pursue meaningful infringement to maintain a strong brand.

By having one or more of the IP protections mentioned above, companies can take advantage of various resources including, but not limited to, third-party platforms’ IP infringement policies.

The Bottom Line

The metaverse isn’t going anywhere, so brands have to adapt and incorporate ways to thrive in this new media. That certainly includes having a thoughtful strategy when it comes to IP. Don’t get left behind — think of ways you can be proactive to set yourself up for success in both the real and virtual worlds! 

*Disclaimer: This article is for informational purposes only and not intended as legal advice.

Stephanie Pottick is a

U.S. attorney and course creator who used to work in the toy industry on the business side in product creation, protection, and licensing and understands both the business and legal perspectives. Pottick’s passion is to educate creators so they can protect, launch, and license with confidence. Contact her at contact@protectforsuccess.com.

PLAYFUL PRESCHOOL

HASBRO

Peppa Pig Peppa’s Muddy Puddles Party | Ages: 3+ | MSRP: $39.99

This 12-inch toy features more than 55 sounds, phrases, and reactions. It talks, sings, and dances. Kids put the yellow boots on to activate the Muddy Puddles game and remove them for party-themed sounds.

Kids can organize the colorful, eco-friendly elements of this modular play system bundle. They can stack them, walk on them, create obstacles, and more. This set also includes a rainbow-colored multi-use board.

ZURU

MATTEL

Eggy Wawa Learn on the Farm Ages: 18 MOS+ | MSRP: $24.99

Preschoolers can discover 34 surprises and learn about farm animals with figurines, flashcards, music, sing-along adventures, and by pressing, rolling, and molding shapes.

RADIO FLYER

Park & Play Camper

Ages: 18 MOS+

MSRP: $34.98

Available: Fall 2024

This ride-on camper transforms into a rest stop including fixed furniture, décor, and eight toys such as a bear, a fox, a cooler, a table, a grill, and more.

Daisy Duck and Cream Puff, and 10 accessories such as an umbrella, juice bar, wave rider, speedboat, and more. It features water-activated color changes, sounds, lights, and more.

JAZWARES

Marvel’s Spidey & His Amazing Friends Mega Jump HQ Trackset Ages: 3+ | MSRP: $49.99 | Available: Fall 2024

The 39-inch dual race track includes an elevator, control center, two exit ramps, web tunnels, and two Amazing Metal vehicles. Kids can launch the vehicles and watch them soar over a mega jump and blast through the exit tunnel or gate.

PLAYFUL PRESCHOOL

THE LEGO GROUP

LEGO DUPLO Peppa Pig

Birthday House

Ages: 2+ | MSRP: $39.99

Builders can make Peppa Pig’s house, decorate for a birthday party, cut a brick cake, and more. The 59-piece set includes three minifigures.

NKOK

Jr Racer Transporter with 4 Vehicles

Ages: 3+ | MSRP: $36.99

The racing transporter vehicle has a detach able cargo area, a rear tailgate that hinges up and down, and lights and sounds. It comes with four smaller racing-themed vehicles.

FAT BRAIN TOYS

Pretendables Milk & Cookies

Ages: 3+ | MSRP: $24.95

This set includes six wooden cookies, a cookie jar, a milk bottle, cups, and plates. Kids can pour the bottle to watch the milk flow and disappear.

MGA ENTERTAINMENT

Little Tikes Story Dream Machine + New Story Packs

Ages: 3+ | MSRP: $49.99 (Machine), $14.99 (Story Packs)

The machine is a portable, batterypowered projector with lights and sound effects. Kids can listen, watch, and read along with the three included story books and ad ditional story packs (sold separately).

SPIN MASTER

Vida the Vet Sweetwood Cozy Care Clinic

Ages: 3+ | MSRP: $39.99

Available: Fall 2024

The inside of the 11-piece playset will reveal itself after kids place a Vida figure in the tree trunk elevator and pull the lever. The clinic includes songs and phrases from the show and a Sunny the Mouse figure.

EDUCATIONAL INSIGHTS

Design & Drill Rivet Pop Cafe

Ages: 3+ | MSRP: $21.99

Kids will count how many rivets are needed to complete an order, then use the hand-powered tool to pop rivers into the matching space. The set includes the rivet tool and remover, 10 double-sided cards, 30 rivets, and an activity board.

MOOSE TOYS

Bluey 3-in-1 Transforming Airplane Set Ages: 3+ | MSRP: $59.99

This airplane turns into a hotel and speed boat. It has more than 25 sounds and phrases, plus accessories like a Bluey figure with a captain’s hat, Bingo in beach glasses, luggage, an inner tube, and more.

HAND2MIND

Meet the Feelings Family Book & Plush Set Ages: 3+ | MSRP: $39.99

The 36-page storybook Isabella’s Day at School follows Isabella and her feelings and includes prompts and activities. Kids can express their emotions with the included plush characters.

CUTE, CUDDLY, & COLLECTIBLE

JUST PLAY

furReal Peanut the Playful Monkey Ages: 4+ | MSRP: $59.99

Peanut walks around, lays down, and flips on her own. This interactive plush has more than 100 different reactions to kids as they tickle her, feed her, and more.

MASTER REPLICAS

Star Trek: Lower Decks Moopsy Ages: 0+ | MSRP: $24.99

Moopsy, the fan-favorite alien from Star Trek: Lower Decks, is in plush form. This 10-inch character looks friendly but hides its dangerous nature within.

BEVERLY HILLS TEDDY BEAR

Starseed Academy: Afro Goddess Warrior Plush Ages: 3+ | MSRP: $19.99 | Available: Late 2024

Starseed Academy is about teaching kids the power of emotional strength and creativity. This collection of plush features five dolls with varying skin tones and hair textures.

HASBRO

Furby Furblets | Ages: 6+ | MSRP: $9.99

These miniature Furbies play more than 45 songs, sounds, and phrases. Kids can take Furblets on the go by clipping them onto a bag with the keychain clip.

Furby Furblets | Source: Hasbro

DAN DEE INTERNATIONAL

HarperIman Sydney 14-Inch Linen Doll

Ages: 4+ | MSRP: $34.99

The latest addition to this soft doll line is Sydney, who has a dark brown skin tone and textured hair and comes wearing a camouflage sweatsuit.

SPIN MASTER

GUND Boe Bear

Ages: 1+ | MSRP: $50

The classic bear plush is back with a new look and long brown fur.

JAZWARES

Squishmallows | Ages: 3+ | MSRP: $5.99-39.99

Kids can collect a growing assortment of ultra-soft Squishmallows characters, each with its own name and personality. New characters join the Squishmallows squad each month, ranging in size from 2-24 inches.

BASIC FUN!

Cotton Candykins Ages: 4+ | MSRP: $9.99

Available: Fall 2024

Kids pop off the top and spin to reveal a surprise plush with accessories to brush and style its hair. There are six plush to collect, including a cat, a puppy, a bunny, and more.

COMPANY INTERNATIONAL

Pokémon Soda Pop Plush | Ages: 0+ | MSRP: $19.99

This plush collection features a retro-inspired design with pops of color and includes Bulbasaur, Charmander, Squirtle, and more.

TOP SECRET TOYS

Wimzies | Ages: 4+ | MSRP: $14.99

Kids can crack open the egg-shaped packaging to reveal one of four magical characters that develop a person-

MOOSE TOYS

Little Live Pets My Re ally Real Puppy

Ages: 5+

MSRP: $49.99

Kids can play with and carry around this interactive pet, which features more than 50 reactions. Each puppy in the collec tion has one of 72 combinations of eye color, birthmarks, and other variations.

CUTE, CUDDLY, & COLLECTIBLE

Club Mocchi- Mocchi- Teenage Mutant Ninja Turtles

40th Anniversary Michelangelo Mega Plush Ages: 3+ | MSRP: $39.99 | Available: Fall 2024

Kids can show off a tribute to the original Teenage Mutant Ninja Turtles with this plush Michelangelo.

INNOV8 CREATIVE ACADEMY

Deddy Bears 12-inch Jumbo Mystery Plush Ages: 3+ | MSRP: $24.99

These surprise plush come in a body bag, which kids can open to reveal a Deddy Bear, an autopsy report, and a death certificate.

MGA ENTERTAINMENT

Fluffie Stuffiez Pillow Fight | Ages: 4+ | MSRP: $39.99

Kids can have a pillow fight of epic proportions with this set including a pre-pulled fluff that kids can stuff into the included plush. When the pillow fight is over, kids can use the included character vacuum to suck up all the fluff.

PMI KIDS WORLD

Stumble Guys 8-Inch Plush Buddies

Ages: 8+ | MSRP: $9.97

Kids’ favorite Stumble Guys characters are now in plush form. This 8-inch plush collection includes Mr. Stumble, Cereal Killer, Meowmer, and more.

CANAL TOYS

Airbrush Plush Light-Up

Cosmic Unicorn

Ages: 6+

MSRP: $24.99-29.99

Available: Fall 2024

Kids can customize their light-up plush unicorn using the included battery-powered airbrush. The unicorn also features a color-changing, LED horn which comes off so the unicorn can be washed and designed again.

This collection of on-the-go sensory toys includes fuzzy companions and manipulated by sensory-seeking kids.

CUTE, CUDDLY, & COLLECTIBLE

ZURU

Snackles Series 2 14-Inch Plush

Ages: 3+ | MSRP: $14.99

This collection of 14-inch plush features kid-favorite animals, including sharks and axolotls. Each character carries a licensed plush snack accessory.

THE LUMISTELLA COMPANY

Bogie Plush

Ages: 3+ | MSRP: $7.95

These mischievous creatures from the North Pole are ready to go home. This plush as sortment comes in red, yellow, pink, and blue styles.

IMC TOYS

Bumpaloos | Ages: 3+ | MSRP: $14.99

Kids can wear these weighted plush for comfort and

Kids can learn to take care of a new puppy with this interactive dog, which can be fed with a bottle, burped, cradled, and more.

STEIFF

Jill Flamingo | Ages: 2+ | MSRP: $36.95

This flamingo plush features dangly legs, a curved neck, and the iconic pink plumage expected from the bird.

CUDDLE BARN

PlushGoals Planet Friends | Ages: 0+ | MSRP: $24.99

This collection of plush animals combines kid-favorite

TOYING WITH TIKTOK

Tips for Harnessing the Power of TikTok Shop

by LEE PARKHURST, Chief Fun Officer, Parkhurst Marketing

Ihad the privilege of participating in the first-ever toy launch on TikTok Shop, working closely with TikTok HQ to lay the foundation for the toy and game category. Since then, I’ve helped numerous brands leverage TikTok’s unique capabilities to drive consumer awareness and build excitement with retail buyers worldwide.

The Biggest Learnings So Far TikTok is not just a social media platform; it’s a cultural phenomenon and e-commerce powerhouse that is transforming connections between brands and consumers. With more than 1 billion active users worldwide, TikTok offers un paralleled reach, particularly among Gen Z and millennials. Because its algorithm promotes content based on engagement rather than followers, even the smallest toy and game brands have a shot at going viral on TikTok without the need for expensive celebrities or outrageous paid media budgets.

For toy and game makers, TikTok provides an opportunity to showcase your products in action. The platform’s short-form video format is perfect for demonstrating how toys and games are played, highlighting their fun and interactive features. Additionally, TikTok’s community-centric nature encourages user-generated content (UGC), fostering a sense of authenticity and trust among fans and followers.

The impact of TikTok extends beyond marketing into product development and how toys are made. Trends on TikTok can quickly shape consumer preferences, and savvy brands are leveraging this to inspire new product ideas or re-imagine existing products with TikTok-style content creation in mind. By staying attuned to viral content, popular themes, and emerging trends, companies can develop more toys and games that resonate with the current market.

resonates more with TikTok audiences. Traditionally, UGC earns 6x more views than branded content.

3. Select the Right Content Creators: Choose creators who genuinely fit your brand and produce high-quality, engaging content. It’s okay if they don’t have an extensive fan base; you can add paid media to sponsor their content and increase traffic.

4. Trend Participation: Only jump on trends that align with your brand. Selective participation in the right trends helps build a strong brand personality rather than seeming desperate or confusing.

5. Plan and Analyze: Failing to plan is planning to fail. Prioritize ongoing analysis and thorough testing. Your strategy is only as good as the data behind it. Around 43% of TikTok users discovered a new brand through ads on TikTok, demonstrating the app’s strength as a brand awareness tool.

Six Tips to Make the Most of Your Efforts on TikTok Shop

1. Maximize TikTok Ads: TikTok has a multitude of advertising options that can work with any budget. From spark ads with creators to branded showcase and shopping ads, it won’t break the bank to run tests on what works best for your products.

2. UGC > Branded Content: Stop overthinking the production value of your videos! Real, authentic UGC

6. Don’t Wait: As the holiday season approaches, NOW is the time to get your brand started on TikTok Shop! 

Lee Parkhurst is an award-winning brand marketing expert known for launching the first toy and game brand on TikTok Shop. He has been featured in Forbes and Business Insider for creating innovative social media strategies.

Kanoodle and MGA’s Miniverse are TikTok hits.

Source: Educational Insights, MGA Entertainment

LET’S PLAY OUTSIDE!

MGA ENTERTAINMENT

Little Tikes TotSports Pickleball Set | Ages: 3+ | MSRP: $49.99

This kid-sized pickleball practice set is designed to make it easy for little ones to learn the fastest-growing sport. It includes paddles and two balls.

NSI INTERNATIONAL

SIREN Ultra Long Range Blasters

Ages: 14+ | MSRP: $24.99-99.99

This line of foam dart blasters delivers speed, accuracy, and distance right out of the box with no modifications needed. Each blaster comes with foam half-darts, safety glasses, and a storage case.

NKOK

Realtree Hunting Rifle

Ages: 6+ | MSRP: $22.99

This realistic hunting rifle includes soft darts with suction cup tips. Kids can use the foldable bipod and sighting scope to perfect their aim.

ZURU

Bunch O Balloons Reusable Water Balloons 3 Pack

Ages: 3+ | MSRP: $6.99

Kids can reuse these water balloons for up to 1,500 splashes thanks to safe-seal magnetic technology. This pack includes three balloons made with a soft rubber material.

HUFFY

16-inch Huffy Green Machine | Ages: 5+ | MSRP: $149.99

A re-imagining of Huffy’s classic Green Machine, this 16inch drift trike features dual steering rods and a coaster brake.

FLYBAR

UNIVERSAL (BIGMOUTH)

Surfboard Minion Sprinkler Ages: 4+ | MSRP: $99.99

Standing tall as a Minion and sporting red swim trunks, this sprinkler is made from durable PVC material and features two water spray zones for maximum fun.

Flybar GLOW Pogo Stick and GLOW Trick Board

Ages: 6+ | MSRP: $29.99-49.99

The pogo stick features a center light bar that lights up, and the trick board features LED lights that pulsate and change.

DROYD

Droyd Zypster | Ages: 3+ | MSRP: $229

This mini electric go-kart has a steel frame and a plastic body. It includes safety features such as an automatic smooth-launch control pedal, an electromechanical brake, and built-in parental speed controls.

JAKKS PACIFIC

Switchboard Trick, Cruiser, Trainer, Balance Set

Ages: 8+ | MSRP: $149.99

This set offers kids four swappable skating options. Whether they’re working on flat ground, skating on hills, training indoors, or just honing their balance, there’s a skate set up for them.

TOP SECRET TOYS

Aero-Storm

Pneumatic Airplane

Ages: 8+ | MSRP: $29.99

The motorized airplane toy from the ‘90s is back. This plane features an upgraded design with durable new materials. It can fly more than 50 feet in the air and perform stunts.

GEL BLASTER

Gel Blaster Surge 2 and Surge 2 XL | Ages: 14+ MSRP: $39.99-79.99

The Gel Blaster

Surge 2 (pictured) is an evolved version of the original blaster with new tech and features. For an even bigger blaster, teens and adults can choose the Surge 2 XL.

LET’S PLAY OUTSIDE!

THAMES & KOSMOS

Wow in the World: Kids’

Binoculars & Nature Explorer Kit

Ages: 4+ | MSRP: $19.95

Available: Fall 2024

These binoculars feature an adjustable width, soft eye cups, and a focus adjustment wheel. Kids can use their new binoculars for a nature scavenger hunt by following the included eight-page full-color guide.

HASBRO

NERF Better Than Balloons

Ages: 3+ | MSRP: $4.99

These water pods can be popped, stomped, thrown, and splashed. The self-sealing pods are designed to stay in one piece when they burst, for quick and

SUNNY DAYS ENTERTAINMENT

Barbie Bubble Mower | Ages: 2+ | MSRP: $24.99 Available: Fall 2024

Kids can safely join in on yard work with this pink Barbie lawnmower that makes mechanical sounds. After filling it up with the included bubble solution, each push of this mower will create a trail of bubbles.

Band-It Ball | Ages: 5+

MSRP: $7.99 | Available: Fall 2024

This 3-in-1 ball can transform into three different shapes: a traditional ball, a football, and a flying disc. It features a flexible

RADIO FLYER

Flyer Ultra Lite Balance Bike

Ages: 18 MOS+ | MSRP: $99.99

Toddlers can improve their balance and prepare for a two-wheeler with this pedal-free balance bike. It features rubber air tires and a heightadjustable padded seat.

SpinBalls Glow.0

Ages: 6+ | MSRP: $24.99

This set of soft-core balls is USBrechargeable and has 22 vibrant color light modes. Kids can spin around the poi (Maori for “ball on a string) in several different geometric patterns.

LET’S PLAY OUTSIDE!

NKOK

Realtree Sling Shot

Ages: 6+ | MSRP: $13.99

This slingshot includes foam balls and three canshaped targets so kids can safely practice their aim. It has double elastic bands for powerful ball-launching.

THE POKÉMON COMPANY INTERNATIONAL

Pokémon Lazy Summer Pool Floats and Beach Balls | Ages: 0+

MSRP: $19.99-79.99

Kids can make a splash at the beach with fan-favorite Pokémon as pool floats and beach balls. The collection includes Jiggly puff, Slowpoke, Ditto (pictured), Spheal, and Piplup.

FUNORMOUS

THAMES & KOSMOS

Mega Cyborg Hydro Blaster

Ages: 8+ | MSRP: $44.95

Kids can explore hydraulics, mechanics, and robotics with this buildable, handheld water blaster and claw. The device is made with 180 plastic pieces kids can assemble.

Mickey Mouse Inflatable Bounce House

Ages: 3+ | MSRP: $399

This Disney-inspired inflatable features a bouncing area, a basketball hoop, a ball pit area, and a ring toss area. Up to three kids can bounce at once.

TANGLE

NightBall Pickleball Set

Ages: 8+ | MSRP: $59.99

This pickleball set will light up your next game. It comes with two light-up paddles featuring seven different colors and two glow-in-the-dark pickleballs.

SIMPLAY3

Wobble Disk XL

Ages: 18 MOS+ | MSRP: $69.99

The Wobble Disk XL was born out of consumer requests for a larger version of the Rock Around Wobble Disk. Kids, teens, and adults can enjoy the XL to spin, rock, use as a stepping stone, or do whatever they can dream up with the power of imagination.

The idea for ZipString blossomed during an engineering course at The Georgia Institute of Technology.

Stephen Fazio aimed to win a design competition where entries could only feature a circuit board the size of a credit card or smaller. He decided to base his design on a physics experiment he saw in middle school where a machine sent a loop of string spinning.

After creating the first ZipString prototype, Fazio’s church leader introduced him to Austin Hillam, another like-minded college student with a love for entrepreneurship and engineering.

“He was like, ‘Stephen, you really love engineering. Austin loves engineering. You guys should get together,’” Fazio says. “I had Austin over for dinner one night. Typically when you have somebody over for dinner, it’s like, maybe you’ll have them over at 6 p.m. and you’ll be done with dinner at 7, but I had to show off my bedroom electronics lab to Austin, and we just nerded out for five hours on this string launcher.”

From there, Fazio and Hillam set up shop in Hillam’s parents’ basement, tweaking the prototype and designing new ones. One day, in October 2021, Fazio decided to share his creation on TikTok. Fazio had already seen some viral success on the social media platform with other creations, but ZipString blew up, earning more than 20 million views across the internet and even appearing on Reddit’s home page. At the time, Fazio and Hillam were gearing up to launch ZipString on Kickstarter and didn’t even have a company name.

INTO THE SHARK TANK

ZipString reached its funding goal on Kickstarter, and the first 4,000 units were handmade in Hillam’s parents’ basement. More than a year later, in December 2022, the duo appeared on ABC’s Shark Tank, where they made a deal with Robert Herjavec and “Mr. Wonderful” Kevin O’Leary for $100,000 in exchange for 20% of the company. However, the deal with the sharks didn’t end up closing.

“It was a great experience, but in the end, we all parted ways,” Hillam explains. “It wasn’t the best deal. But overall, working

Stephen Fazio and Austin Hillam launched ZipString to popularity using the power of TikTok and an appearance on Shark Tank

Source: ZipString

ZipString Zips From TikTok Virality to Toy Stores

By Ashley Pelletier, Assistant Editor

with them, it was awesome.”

While their Shark Tank deal fell through, ZipString’s appearance on the show led to Fazio and Hillam connecting with Robert Yusim, Founder and President of Product Counsel and a toy industry legend who played a key role in launching Moon Sand, Pixos, Havoc Heli, Pixicade, Wubble, and other hot toy brands.

“I met the Spin Master guys in 1994 in their infancy as a company,” Yusim recalls. “When I saw Austin and Steven, it reminded me of the young guys from Spin Master. It really inspired me to want to help them turn their company from a one brand, one product company into a toy company with multiple brands, multiple products, and help them grow to become incredibly successful.”

The company’s newest offering is ZipString Luma, a model featuring a glow-in-the-dark, phosphorescent string that starts to glow when exposed to a black light. As the string spins through the Luma, it gets charged for a brighter glow. Kids don’t need to understand the science behind the ZipString Luma to be amazed by it.

“One of the reasons that ZipString has become so popular and so viral is this phenomenon that we’ve called the smile of wonderment,” Hillam says. “What that is is whenever someone uses a ZipString, there is an expression caught in their face of pure, raw wonderment. It’s this expression where they don’t quite understand what’s happening, but it’s cool. It’s repeatable in every person, whether they’re 3 or 103, [a] boy, girl, lawyer, physicist, school teacher, [or] police officer. Everyone loves this.” 

Ashley Pelletier is an Assistant Editor for The Toy Book, The Toy Insider, and The Pop Insider with a Master’s in journalism from Quinnipiac University. When she isn’t writing her latest story, she is reading a fantasy novel or re-watching one of her three favorite TV shows over and over again. She’s also a big fan of showing people pictures of her two dogs and cat.

IMPULSE & NOVELTIES

MATTEL

JAZWARES

BumBumz — BakerBumz Ages: 3+ | MSRP: $7.99 Available: Fall 2024

BumBumz are as diverse as the people who collect them. The BakerBumz line features plush versions of French Toast, an oven mitt, and more for kids and collectors to snuggle and love.

Mini Brands Retro Capsule Ages: 3+ | MSRP: $7.99

There are more than 60 Retro Minis to collect, such as Energizer Batteries, Kodak Film, Campbell’s Tomato Soup, and more.

SCHYLLING

Barbie Mini BarbieLand Fashionistas Ages: 6+ | MSRP: $2.99

Kids can twist the lipstick tube to reveal a 1.5-inch Barbie or Ken Fashionistas doll. Each doll features a diverse look.

NeeDoh Groovy Jewel Ages: 3+ | MSRP: $3.99

This toy looks like a gemstone but is squishy for sensory play. It stands 2.75 inches in diameter and is available in three colors: purple, blue, and pink.

THE PENCIL GRIP

Popi Fidget Toy | Ages: 5+ MSRP: $6 | Available: Fall 2024

Kids can use the air valve to customize their popping experience and select how many bubbles are popped.

IMPULSE & NOVELTIES

JUST PLAY

TOMY

Inside each capsule, kids can find one of 20 unique figures. Each 1.5-inch collectible toy sits on a colorful base and features a unique motion for added play value.

Kirby Plush Cuties | Ages: 5+ | MSRP: $4.99

Each surprise capsule includes one of four plush toys. Kids will either find Kirby with three different expressions or Waddle Dee.

SUNNY DAYS ENTERTAINMENT

Giggle Zone Squeeze Cheese Ages: 3+ | MSRP: $5.99

Kids and adults can squish, stretch, and squeeze this viral sensory toy and watch it return to its original shape. Early shipments quickly sold out at retail this year.

TANGLE

Tangle Jr. Classic Ages: 3+ | MSRP: $5.99

Tangle is designed with interconnected curves and vibrant colors to create an engaging and tactile experience.

MGA ENTERTAINMENT

L.O.L. Surprise Mermaids! Baby Sisters

Ages: 4+ | MSRP: $6.99

Kids can unbox one of eight Baby Sister dolls and a matching DIY craft. They can create the

PMI TOYS

Stumble Guys Mini Action Figures

Ages: 8+ MSRP: $6.99-8.99

There are 12 unique characters for kids to collect. Each capsule is designed to resem ble Mr. Stumble’s familiar green cap.

SPIN MASTER

Hatchimals Rainbow Hatchery | Ages: 3+

MSRP: $24.99

Kids add water to the nest and watch as six Hatchimals come to life and reveal colors. The set comes with six Hatchimals, six sets of wings, six accessories, and a reusable nest.

PLAYMATES

TOP SECRET TOYS

Thumbler Wand Ages: 6+ MSRP: $5.99

Kids can grasp the Thumbler Wand and swirl it to energize the light-up gyro. Once the gyro reaches max speed, they can stop swirling and watch the

Tales of Teenage Mutant Ninja Turtles: 8.5-inch

Stretch N Shout Figures | Ages: 4+ | MSRP: $19.97

The further kids stretch these Teenage Mutant Ninja Turtles action figures, the louder and higher they shout.

TO THE HOLIDAYS ... AND BEYOND! Specialty Retailers Look Ahead

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

ASTRA and its members are eagerly approaching the 2024 holiday season. Our first-ever Play Awards catalog, featuring all of the finalists’ products, is in stores now. Neighborhood Toy Store Month events are scheduled for November, with daily arrivals of new products in stores in anticipation of a great fourth quarter.

What will the season hold? There is never a way of predicting how sales will go, but ASTRA’s research into consumer preferences for shopping at local specialty stores shows us that families want to shop locally and support independent retailers. The resounding message in all the focus groups regarding what drives when, where, and how consumers shop for toys was that convenience and helpful, friendly staff are essential. Having products in stock, being able to shop online with prompt delivery, and getting expert input on great toys and games were top priorities. Of course, this is where ASTRA member retailers excel! The challenge, however, is getting the word out that we are here and we are ready.

The Road Ahead

For 2025, we are looking forward to the first quarter, a time filled with Spielwarenmesse, ToyFest, Toy Fair New York, a variety of gift shows, and our own Toy Boat experience, which sets sail for its second voyage, shipping off on March 17 from Fort Lauderdale, Florida.

At ASTRA, we firmly believe that Q1 is when you need to plan your budget to invest in building your business, and each show brings a different approach and perspective. Whether it’s finding new products, networking, or learning, each offers options to help you grow. Members of the ASTRA team will attend all of them as it is the absolute best way to stay in touch, not only the full breadth of our industry — toys, gifts, books, retailers, manufacturers, sales representatives, affiliates, and vendors — but also to connect face-to-face with our existing and potential members.

In June, ASTRA’s Marketplace & Academy rolls into San Antonio, Texas. Following a fantastic event in St. Louis this year, our team has begun work the enhance and improve the experience for

this year’s show, taking place June 1-4. As we craft our budget for 2025, ASTRA is committed to cost-effective package specials for retailers to take full advantage of the entire conference and trade show. Additionally, regional shows, game days, and ASTRA Zoom gatherings provide opportunities to connect and learn throughout the year.

By working together with partners in our industry, including The Toy Association, ToyFest, Spielwarenmesse, GAMA, and the regional gift markets in Dallas, Atlanta, Las Vegas, and more, we see a positive future ahead, one fueled by spreading awareness about the importance of play in all of our lives. 

Sue Warfield, President of the American Specialty Toy Retailing Association (ASTRA), has more than 30 years of experience working in the toy industry, including owning a retail store, being a sales representative, and working alongside her husband at a manufacturing business.

Lights, camera, action! It’s go time in California! From toys to movies to video games to stars … take a stroll down The Toy Book’s playful walk of fame and see how you score on this issue’s POP-Pacific quiz honoring the LA Fall Toy Previews!

3. ORIGINALLY CALLED THE FLYIN’ SAUCER, THEN THE PLUTO PLATTER, WHAT WAS THIS STILL-POPULAR TOY RENAMED AFTER BEING ACQUIRED BY WHAM-O IN 1957?

1. WHICH OF THESE COMPANIES IS NOT BASED IN THE GOLDEN STATE?

A. SHORE BUDDIES

B. TOYBOX LABS

C. OZOBOT

D. PLAYPER

E. FLYCATCHER TOYS

F. THINKER TINKER

4. JIM HENSON WAS POSTHUMOUSLY INDUCTED INTO THE HOLLYWOOD WALK OF FAME ON SEPTEMBER 24, 1991. WHICH OF THESE HENSON OFFSPRING STILL DOESN’T HAVE A STAR?

6. BARBIE WAS THE RUNAWAY HIT MOVIE OF 2023. WHAT POPULAR KIDS’ FRANCHISE CAME IN AT NO. 2?

2. WHICH EL SEGUNDO-BASED COMPANY PLEDGED TO ACHIEVE 100% RECYCLED, RECYCLABLE, OR BIO-BASED PLASTICS MATERIALS IN ALL ITS PRODUCTS AND PACKAGING BY 2030?

Source: Diamond Select Toys

THE FROG

5. WHAT WAS THE FIRST FEATURELENGTH TOY-TO-FILM MOVIE? HINT: IT WAS PRODUCED IN 1977.

7. TAKE A WILD GUESS: APPROXIMATELY HOW MANY DIFFERENT SQUISHMALLOWS HAVE BEEN CREATED BY JAZWARES AND KELLY TOY?

150+

250+

400+

1,000+

1,700+

8. WHO WAS THE FIRST FICTIONAL CHARACTER TO RECEIVE A STAR ON THE HOLLYWOOD WALK OF FAME IN 1978?

Answers: 1. E. Flycatcher Toys is an Israeli company. 2. Mattel

Frisbee 4. A. Elmo

5. Raggedy Ann & Andy: A Musical Adventure 6. The Super Mario Bros. Movie 7. D. 1,000+

Mickey Mouse

A. ELMO

C. THE MUPPETS

B. BIG BIRD

D. KERMIT

From The Toy Book Archives: 1985

M.A.S.K. (KENNER)

This new line of espionage toys introduces the Mobile Armored Strike Kommand (M.A.S.K) and its foes, V.E.N.O.M., the Vicious Evil Network of Mayhem. Each vehicle comes with an articulated action figure with a removable mask. The heroic M.A.S.K. team is led by agent Matt Trakker.

STAR FAIRIES (TONKA)

The Star Fairies, from Tonka’s new doll line, grant little girls’ wishes and are helmed by Princess Sparkle, who was created from the magic of a shooting star.

GOLDEN GIRL & THE GUARDIANS OF THE GEMSTONES (GALOOB)

Combining fashion and adventure play, this line of dolls features long brushable hair, weapons, outfits, chariots, and steeds.

SECTAURS (COLECO)

Each of the line’s eight Sectaurs action figures comes with an Insectaur creature with special play details, some of which include realistic insect-like wings that move at 200 flaps per minute.

TEDDY RUXPIN (WORLDS OF WONDER)

Meet the cuddly teddy bear-like plush toy whose mouth, nose, and eyes move in synchronization with his voice via specially programmed audio cassette tapes.

TRANSFORMERS BUBBLEBOTS (HG INDUSTRIES)

Bubblebots come with a Transformers Robot Figure, blow tube, bubble pan, and two ounces of safe bubble liquid.