James Zahn james@toybook.com
Senior Editors Ali Mierzejewski ali@toybook.com
Marissa Silva marissa@toybook.com
Associate Editors Samantha Connell samantha@toybook.com
Katherine Hill katherine@toybook.com
Assistant
Toy Fair’s (almost) in its normal spot, but a paradigm shift is afoot.
by JAMES ZAHN, Editor-in-Chief
Forty years ago, the first print issue of The Toy Book debuted at the 1985 North American International Toy Fair in New York City. Dubbed “A Toy Department in Print,” the way the content was assembled — by department rather than manufacturer — was revolutionary for toy industry trade publications at the time. While times have changed, The Toy Book’s unwavering commitment to providing the North American toy industry with the best and most comprehensive coverage has not.
Now, as we kick off our 41st volume, the industry — and the world — is changing faster than ever. When you pull back the camera and look at things through a wide lens, you’d be hard-pressed to find another segment of the consumer products space that’s faced more challenges and fought more battles than the toy industry over the past decade.
The closure of the original Toys “R” Us (2018), the China-U.S. Trade War (2019), the COVID-19 pandemic (20202023), the global supply chain crisis (2021-2022), and the upheaval and ongoing evolution of the trade show calendar and buying timelines have forced pivots and accelerated evolution across every facet of the business.
If you’re reading this magazine, you’re already a winner, a survivor who turned challenges into opportunities, fought the battles, and lived to fight — to PLAY — another day!
At press time, this year has already delivered a heavy dose of déjà vu with President Trump back in the White House and new tariff threats churning up unpleasant memories from the pre-pandemic era. The good news is that the toy industry is 26% larger today than in 2019, per Circana. And, as those who attended last year’s LA Fall Toy Previews or this year’s Spielwarenmesse can attest, the toy industry has some surprises up its sleeves, including one of its strongest new product lineups in years. As Friedrich Nietzsche (and Kelly Clarkson) once said, “What doesn’t kill you makes you stronger.”
That brings us to Toy Fair. For the first time since 2020, the annual gathering in The Big Apple is back in its winter position, albeit a little later than usual. After skipping 2021 and 2022 due to the pandemic and sliding into an unusual fall slot for 2023 before taking what we could call a “gap year” reset in 2024, North America’s biggest toy show is open for business. The Toy Book is in the house alongside its sister publications, The Toy Insider and The Pop Insider, in Booth No. 3327.
The success of Toy Fair will shape plans for the future, and new product discovery is a major part of that experience. In this issue, you’ll find hundreds of new product previews across 17 categories reflective of the modern toy department.
Our annual State of the Industry features insights from some of the top voices in the business. Like last year, the story continues with extended Q&As with every participant available at toybook.com.
As always, we have actionable insights from The Toy Association, Circana, ASTRA, and others, alongside in-depth looks at the latest trends shaping the business across retail, packaging, marketing, legal, and beyond.
For the first time, we’re celebrating the finalists and winners of The Toy Book’s Pulse of Play Awards. Our inaugural awards program was a smash hit, and I’m happy to confirm that nominations for the 2026 edition open this summer!
A wise person once told me that “edit” and “tide” are simply the same word in reverse, both signifying the same constant: change. The Toy Book has seen a lot of change in the past four decades, and our team is ready for more. Let’s rock!
James Zahn, best known as The Rock Father, is the Editor-in-Chief of The Toy Book, a Senior Editor of The Toy Insider and The Pop Insider, and Co-President of The International Toy Magazines Association (ITMA). 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, NewsNation, CNN, and more. Connect with him on LinkedIn or follow him on X and Instagram @therockfather.
For the first time, Plus-Plus USA will create licensed products. The company inked deals to create 2D Puzzle by Number boxes and tubes inspired by Peanuts and Atari. Despite being active in the U.S. market for more than a decade, the team at Plus-Plus says it was important to seek the right brands before entering the world of licensed puzzles.
“We’re honored to join with these two iconic brands, both evergreen and with tremendously broad age appeal,” Ryan Hamilton, CEO of Plus-Plus USA, tells The Toy Book. “Creating products with Peanuts and Atari showcases the playful freedom in our unique, single Plus-Plus shape.”
The new range launches in the fourth quarter and is developed for sale exclusively in the U.S. market. The news comes alongside Peanuts’ 75th anniversary celebration and a growing interest in Atari’s catalog of gaming classics.
Visit Plus-Plus at Toy Fair in Booth No. 5827
THE LEGO GROUP COLLABORATES WITH VAN GOGH MUSEUM
LEGO Art Vincent van Gogh — Sunflowers is a 2,615-piece building set created in close collaboration with the Van Gogh Museum in Amsterdam. The brick-built painting captures the iconic brushstrokes of Van Gogh’s masterpiece in 3D using the three radiant shades of yellow and Van Gogh’s famous use of light and shade. The set features the 16 sunflowers in the painting with adjustable petals, a removable frame, a tile with Van Gogh’s signature, and a hanger. Two lifestyle brick replicas of the painting will be displayed in the LEGO Store, Amsterdam, and the Van Gogh Museum.
Spin Master Entertainment tapped Brad Peyton (Rampage, San Andreas) to write, direct, and produce a live-action film inspired by Bakugan. The IP has toys, print and digital content, and a card game. Fueled by a steady stream of animated content, the toy has generated more than $1 billion in revenue.
“We’re excited to build a hit franchise with global appeal,” Peyton says. “I am confident we will create a must-see film event that does justice to the unique and epic world that is Bakugan.”
Cra-Z-Art, a division of LaRose Indus-
tries, purchased Joker AG last month, creating the world’s largest multi-compound manufacturer. Joker AG’s brands, which include the popular Slimy, join Softee Dough, Cra-Z-Sand, and Modelite on the shelves. Cra-Z-Art already manufactures and markets Cra-Z-Slimy. Cra-Z-Art has been in growth mode with the recent acquisition of Top Secret Toys and a major investment in Lexibook.
This spring, Hasbro is taking “let it rip” on the go. The toy giant is expanding its already dizzying line of Beyblade X battling tops with its first portable, foldable Beystadium. The Beyblade X
Clash and Carry Beystadium Battle Arena might appear unassuming at first glance, but the set expands to form the perfect arena to challenge other Bladers on the fly, complete with Hasbro’s signature X-Celerator rails. When kids are done playing, the Beystadium easily folds away into a compact carrying case for the next action-packed battle.
Last year, Netflix and Jazwares partnered for Stranger Things Squishmallows. Now, the two companies are coming together again to launch a full slate of products ahead of Stranger Things 5’s launch. Jazwares’ Stranger Things lineup will include action figures, playsets packed with accessories and characters, toy vehicles inspired by the show, BMX bikes, costumes, and pet toys.
Who said disco is dead? This spring, Hootenanny Games is launching new board games that prove the boogie is alive and well. Following the success of last year’s SIXEM Sour Patch Kids dice game, the company is adding two new titles to its award-winning lineup: Disco Island Escape and Feelin’ Cute. Featuring colorful animal characters and engaging gameplay, these games will add groovy giggles to families’ next game nights.
Disguise, the costume division of JAKKS Pacific, announced its global licensing rights to design, produce, and market costumes inspired by A Minecraft Movie. The film starring Tenacious D’s Jack Black hits theaters on April 4.
‘STAR
With the Star Wars franchise set for a return to theaters next year with The Mandalorian & Grogu, Lucasfilm and Disney Consumer Products are punching the hyperdrive on the buzz machine.
This year’s Star Wars Power the Force campaign aims to help fans of all ages fuel their passion for the franchise by igniting their imagination, creativity, and sense of adventure through products from Hasbro, The LEGO Group, Jazwares, and more. Toy industry watchers may recall that "The Power of the Force" was previously used by Kenner for action figure lines in 1985 and in the late 1990s.
Following its international debut later this year, Playmobil’s Sky Trails arrives at U.S. retailers next year. Sky Trails is a new, haptic action play experience that combines three worlds of play: Construction, Action, and Creative Play. Kids and adults can design and build elaborate courses, send figures through the air, and invent adventurous stories. The line was developed in tandem with extensive product testing and research in Germany, France, and the U.S. According to Playmobil, Sky Trails ranks among its strongest pre-test products ever launched, with 85% of kids and parents surveyed enthusiastic about the play pattern.
Specialty retailers are invited to ride the rails with Hape. The company launched the Gold Rail Program to reward excellence and offer retailers a chance to win a trip for two to the Canadian Rockies. For more information, email cassidy@hapetoys.com or visit Hape at Toy Fair in Booth No. 635.
Source: Playmobil
The International Toy Magazines Association (ITMA) elected James Zahn, Editor-in-Chief of The Toy Book (U.S.), and Kerstin Barthel, Editor-in-Chief of das spielzeug (Germany), as co-presidents. The unanimous decision was made at ITMA’s annual meeting at Spielwarenmesse in Nuremberg, Germany.
Founded in 1979, The International Toy Magazines Association (ITMA) represents leading trade publications from key global regions, influencing B2B toy industry partners worldwide. Its member’s print magazines and websites provide reliable information, news, analysis, opinion, interviews, product features, and more to a global audience.
Barthel and Zahn will serve a two-year term and will focus on growing ITMA’s ranks by recruiting new members and increasing awareness and visibility of the association and its members worldwide through content collaborations and partnerships with leading toy industry organizations.
Let’s Be Onyx (LBO) Collective and Universal Products & Experiences are teaming up for a new line of collectibles that will whisk collectors back to the ‘80s — no flux capacitor required. The companies announced a new licensing deal to create action figures, model kits, statues, and art prints inspired by Jaws, Back to the Future, Universal Monsters, Battlestar Galactica, and many more.
Crayola is bringing back eight retired colors for a limited time, including Dandelion, which was retired in 2017; Blizzard Blue, Magic Mint, and Mulberry, which were all retired in 2003; and Orange Red, Violet Blue, Lemon Yellow, and Raw Umber, which were retired in 1990.
These colors will be available in boxes of crayons, colored pencils, and markers, and make an appearance in licensed collaborations later this year.
Source: Crayola
Last year, Mattel sought a new way to connect with its adult fans. The Mattel Creations Revealed livestream served up a first look at more than 20 new collectibles, including the Masters of the Universe Origins Deluxe Sy-Klone Figure, which sold out that day.
Following the success of that event, which had more than 300,000 viewers and 22,000 comments from hyped-up fans, Mattel is continuing this new tradition. On March 6 from 9-11:30 a.m. PT, the Mattel Creations team will give fans a look at the road ahead for collectors of the company’s most popular brands.
“Expect big things from Barbie, Hot Wheels, Little People Collector, WWE, UNO, Masters of the Universe, and Monster High,” says Chris Down, Executive Vice President and Chief Design Officer at Mattel. “Fans will see iconic characters that have been part of these brands’ legacies but never realized in this way — until now. And here’s a major first: we’re unveiling a brand-new product platform
within one of our most legendary brands, giving fans an unprecedented level of customization. Plus, we’re bringing fans into the creative process like never before, including a fan-designed t-shirt that will be featured as a creation by the fans, for the fans.”
Miniso reports significant membership growth in the U.S. since launching its rewards program last year. The international retail chain says it added 2 million people to its program, with a 250% membership increase in 2024.
The program was revamped in January to expand perks to consumers. Miniso offers exclusive membership benefits in its reward program, including birthday blind box cards, discounts, and lower thresholds for SVIP membership. Member spending quadrupled compared to 2023. The company also reports that due to the program, one-quarter of last year’s performance is attributed to blind box
purchases, exceeding other categories. The brand added 449 new stores globally in the first three quarters of last year. Mid-year, Miniso celebrated the opening of its 200th U.S. store. The company is in more than 40 states. Miniso attributes its success to its many licensed properties, including One Piece and Harry Potter, and its dynamic business model, including pop-up stores.
Ahead of this summer’s Superman movie from filmmaker James Gunn and the onslaught of new toys from the likes of Spin Master and others, DC revealed plans for a “Summer of Superman” publishing initiative celebrating the Man of Steel’s enduring legacy as a pop culture icon, and a symbol of truth, justice, and hope. The initiative features numerous special edition comics and books that will hit specialty stores from April through July, including DC’s Action Comics No.
1 Golden Age–Size Facsimile Edition featuring variant cover art by Dan Mora (pictured above). On April 18, select booksellers, comic shops, and specialty retailers will celebrate Superman Day, the anniversary of his heroic debut in Action Comics No. 1 in 1938.
by GREG AHEARN, President & CEO of The Toy Association
The energy is electric, the aisles are buzzing, and the global toy community has gathered in the heart of New York City, which only means one thing: Toy Fair is back!
Every corner of the Javits Center is bursting with creativity, from booths brimming with innovation and groundbreaking products poised to define the upcoming holiday season to industry professionals reconnecting and meeting new partners. Walking the show floor is a powerful reminder of why we do what we do. The excitement of product discovery and reveals, the game-changing dealmaking, and the serendipitous “casual collisions” in every aisle of the show all reinforce Toy Fair as a cornerstone event of our industry.
But we’re not just celebrating being here today — we’re also looking ahead to the future of the Association, our members, and the toy industry. One of the most exciting milestones on the horizon is the grand opening of an all-new experience in El Segundo, the center of the emerging Toy District in Los Angeles, later this year.
The Toy Building by The Toy Association is located at 101 Continental Blvd. and will be open August 1 to companies of all sizes, from the largest organizations to startups. We developed this project in direct response to the increasing demand for year-round showroom space in the heart of this fast-growing commercial hub. Being a part of the new toy building goes beyond simply renting space; it means having the support of The Toy Association’s resources to help you achieve results and grow your business.
We’re also excited about the 2025 LA Fall Preview market weeks, set for September 8-19. These weeks will be filled with several Toy Association events that will bring the global toy community together in fun and engaging ways. The new Toy Building will serve as the market center where we can collaborate, create, and build on the relationships that start right here at Toy Fair. We can’t wait until September to open this next chapter with all of you.
In November, People of Play’s Inventor Pitch & Innovation Conference will bring together the creative communities
that are a foundational part of our industry to share ideas, pitch the next great toy concept, and celebrate greatness at the Toy and Game International Excellence Awards (TAGIEs). Plus, the Chicago Toy and Game Fair will allow every company to participate in the ultimate kickoff to the holiday season, where consumers and national media will come together to see and experience the hottest toys of the year.
Looking forward, The Toy Association’s mission remains clear: We exist to serve our members and the industry worldwide. Every initiative we undertake, every event we produce, and every advocacy effort we champion is designed to strengthen and support you. As we move forward, our work will be guided by the Association’s Three-Year Action Plan, focused on five core pillars that will drive tangible impact:
1. Engagement: A Stronger, More Connected Toy Industry
When we work together, everybody benefits. We are committed to delivering more ways for EVERY member to
provide input — because every part of the toy community sparks great ideas. Our ability to be a unifying force within the industry can help drive collaboration, alignment, and new opportunities for every member.
2. Experiences: Creating Opportunities for Growth
We understand great things happen when we come together as an industry, so we’re investing in events and platforms that connect the toy and play communities. From Toy Fair to the Fall Preview and every aspect of People of Play and beyond, we’re building experiences that facilitate growth, innovation, and partnership — ensuring that companies of all sizes can engage with buyers, media, consumers, and partners in meaningful ways.
3. Global Advocacy: Protecting & Championing Your Interests
As the representative body of the U.S. toy industry, we are your strongest advocate to protect and promote your interests worldwide. We ensure that your voice is heard and the greater interests of our entire industry are strongly
supported where and when it matters most — whether it’s the halls of Capitol Hill, in international trade discussions, or throughout the regulatory and standard-setting process.
4. Inform & Educate:
Empowering Companies to Succeed
The toy industry is evolving rapidly, and staying ahead of trends, regulations, and consumer behaviors is more critical than ever. That’s why we continue to deliver actionable insights, research, and educational programs designed to help you navigate today’s challenges and prepare for tomorrow’s opportunities.
5. Giving Back:
Elevating the Power of Play
Play has the power to change lives, and through The Toy Foundation, we’re committed to ensuring that every child has access to the joy and benefits of play, where and when they need it the most. From direct product donations to providing funds for hospital grants and disaster relief, together, we are making a significant, lasting impact, and we invite all of you to be part of this very important mission.
The Toy Association is here to serve you, advocate for you, and create opportunities to help you succeed in as many ways as possible. Enjoy Toy Fair, get energized by the passion and creativity, connect with friends and business partners (some are both!), and always know that we’re with you — here in New York, El Segundo, Chicago, and wherever your business goals take you next. I encourage you to stay connected, share your feedback, and contact me anytime at gahearn@toyassociation.org or connect on LinkedIn. Your voice matters.
To learn more about the new Toy Building by The Toy Association or People of Play’s roster of events, you can visit toyassociation.org/lafallpreview or chitag.com.
Greg Ahearn is the President & CEO of The Toy Association, In his role, Ahearn 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.
Words and photos by CHRIS BYRNE, The Toy Guy, President,
f there were any doubt that a toy fair is still an exciting place to be, one need only have walked the halls at the Hong Kong Toys & Games Fair in January to be reminded how vital and vibrant these events are for the industry.
At the end of the four-day show, the Hong Kong Trade Development Council (HKTDC) reported that the three concurrent shows (Toys & Games Fair, Stationery & School Supplies Fair, and Baby Products Fair) featured more than 2,500 exhibitors and welcomed more than 80,000 buyers from 119 countries and regions. The shows continue their strength in the area and serve as a gateway to the Association of Southeast Asian Nations (ASEAN) countries and the Mainland China market. There was buyer representation from the U.S., South America, Russia, and Europe as well. Many reports state that this was an order-writing show, with several exhibitors estimating that business at the show was up 10-15% over 2024.
This year’s theme, “New Play for All,” focused on changing markets. The popular Brand Name Gallery remained a centerpiece of one of the main exhibit halls
and included 380 internationally known brands, including Keepplay and Eastcolight. New this year was a dedicated ESG pavilion, showcasing toys incorporating Environmental, Social, and Governance elements, as well as a significantly expanded sustainability designation with more than 370 exhibitors displaying the green leaf sign indicating environmentally friendly products made from soy inks, recycled materials, and some new, recycled plastic formulations. As in past
years, educational and preschool toys were highlighted, but notably absent were those in muted colors featured by many manufacturers last year. Bright, bold, primary colors were back in force.
Of course, many people were buzzing about toys for kidults. Not surprising: It’s one of the brightest spots in the business right now and one that continues to expand. Licensing dominates this sector. Over and above the top characters in a franchise, lines expand with secondary and tertiary characters, with some novel interpretations. Hong Kong-based Soap Studio, notable for its elegant design and production, was showing highend vinyl collectibles, including Disney•Pixar’s Lotso (the evil bear from Toy Story 3 now reclaimed in a more cuddly “prequel” style) and the Aliens from Toy Story in different guises, alongside global phenomenon Stitch. Soap Studio has also licensed a popular Japanese property, Sho-chan, which has the distinction of being gender ambiguous and seems to have broadened its appeal among audiences, according to the company.
Is there something beyond kidults?
The answer is yes. Several speakers and trend forecasters who spoke at the Asian Toys & Games Forum, a staple of the show, addressed what they call the “Silver Market,” consumers ages 50 and up. From AI-driven robotic companions to games and mental acuity building/ sustaining toys, such as puzzles and manipulatives, and social toys, panelists suggested this is a potential market sector to watch as it develops. In addition to toys targeted to these older consumers,
they stressed the importance of inter-generational play as a growing trend they’ve observed.
The Toys & Games Fair has always showcased OEM and ODM companies, but the presence was expanded and more visibly promoted at the show this year, certainly among Chinese companies. For the past several years, we’ve noted the increasing sophistication of design and originality coming out of many of these companies, and that has continued to evolve, particularly in the baby products area, where upwards of 80 exhibitors were showcasing ODM products.
It’s fun to see where this all leads outside the shows. Hong Kong is the quintessential shopping city. Before the opening of the show, we indulged in store hopping. The famous Toys “R” Us in Harbour Centre is a family destination on a Sunday afternoon. Aisles of toys dazzled kids, and they got to play at various stations around the store. Traditional merchandising stands side-byside with capsule vending, and the store was full and active.
Over at Pop Mart, teens and young adults crowded the store, snapping up blind boxes of character figures, including Molly and the hottest trend of the moment: Labubu, a small monster inspired by Norse mythology. Labubu figures sell out almost instantly.
And then there are the claw machine arcades. A popular pastime, somewhere between skill and gambling, these were boisterous entertainment destinations on our trip. Look for all of these to continue to go global.
Whether you’re visiting for business or play, Hong Kong maintains its important role as “Toy Town,” from the showrooms to the streets.
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.
by JULI LENNETT, Vice President, Industry Advisor, U.S. Toys, Circana
In 2024, retail sales of toys in the U.S. totaled $28.3 billion, remaining flat (-0.3%) over 2023. Decline rates across dollars and units have slowed substantially compared to the big drop in 2023 as the industry moved from a state of correction to greater consistency in the past year.
Looking at the five-year compound annual growth rate, toy industry dollars grew by 5% year over year, driven by an average selling price (ASP) growth of 4%, while units sold increased by 1% on average year over year. The toy industry is 26% larger than it was in 2019, which equates to nearly $6 billion in sales.
The toy industry remained quite stable throughout 2024 compared to the roller coaster ride of the prior three years, so we landed at a flat performance. There were some nuances along the way, like a calendar shift in the fourth quarter (Q4), but consumers bought nearly the same number of toys at the same price as last year. This narrative is remarkable.
Looking at product categories, three of the 11 supercategories tracked by Circana posted dollar growth in 2024. Building Sets was the fastest-growing supercategory, with both dollar and unit sales up 16%, and had the most significant dollar gain of close to $500 million. Because of the strong growth in building
sets, it catapulted from the No. 4 ranked supercategory in 2023 to claim the No. 2 spot in 2024. LEGO Botanicals, LEGO Ideas, LEGO Icons, and LEGO Creator 3-in-1 dominated the growth in the category. The LEGO Group’s Botanicals Bouquet of Roses (pictured top) was last year’s top-selling item in Building Sets.
Year-over-year dollar sales of Explorative & Other toys grew by 10%, contributing $246 million in gains. Growth for this category was driven by NBA and NFL trading cards, as well as MGA’s Miniverse, Donruss, MLB, and Little Tikes. The top-selling item for 2024 was the MGA’s Miniverse Make It Mini Food Diner Minis Assortment from MGA Entertainment.
The other supercategory to post dollar growth in 2024 was Vehicles, up 2%. Monster Jam, Cars The Movie, Godzilla x Kong, and Hex Bots primarily led this. The best-selling product in 2024 was Mattel’s Hot Wheels Singles 1:64 Assortment.
Among the supercategories to experience the steepest annual dollar losses, sales of Outdoor & Sports toys declined by $282 million, or 6%, for the year, driven by NERF, KidKraft, and Hover-1 declines. ZURU’s X-Shot, Bluey products, and KidKraft’s Cedar Summit performed well. The top-selling item in outdoor and sports toys was the Bunch O Balloons 3-pack from ZURU.
Dolls were down 8%, mainly driven by year-over-year declines in L.O.L.
Surprise!, Barbie, and Disney Princess. Growth properties included Hello Kitty & Friends, which turned 50 last year, Basic Fun!’s relaunched Littlest Pet Shop, and Disney Princess Moana. The top-selling doll item in 2024 remained a perennial classic that tops the charts every year: the Barbie Dreamhouse from Mattel.
Action Figures & Accessories experienced a 7% decline, mainly driven by Star Wars, Marvel Universe, Super Mario Bros., and Funko Pop! figures. Godzilla x Kong, Sonic the Hedgehog, and MrBeast posted the most significant dollar gains. The top-selling Action Figures & Accessories item was the Godzilla x Kong: The New Empire 6-inch Figure Assortment from Playmates Toys.
Based on dollar sales, the year’s top 10 toy properties include Pokémon, Barbie, Squishmallows, Marvel Universe, Hot Wheels, Star Wars, Fisher-Price, LEGO Botanicals, LEGO Star Wars, and NFL. Looking at the top growth properties of the year, LEGO and sports are the common themes. We are also starting to see the positive effects of the box office, with Sonic the Hedgehog and Lilo & Stitch making the growth list.
Circana’s receipt-based Checkout data reveals interesting findings regarding recipient insights and reasons for purchasing toys. Looking at purchase occasions,
Declines slowed in 2024 compared to 2023 performance. Dollars declined 0.3% while units declined 0.5% and the ASP of $12.12 increased 0.2%. The net/net is that the toy industry was flat in 2024. Compared to 2019, dollar sales have increased 26% or +$5.9 billion (+5% CAGR).
“no special occasion” remained the top reason to buy a toy in 2024. The fastest-growing occasions inspiring purchases were achievements/rewards and Easter. The combined Christmas and Hanukkah holidays experienced declines in 2024 versus 2023.
Q4 was the softest performing quarter for toys last year (Q1 and Q2 seasonally adjusted for Easter) — a somewhat expected result due to the shorter holiday season and one fewer weekend to shop between Thanksgiving and Christmas. While toys did land on par with the average when we look across other discretionary categories, this is positive news; however, it is worth noting some competition the toy industry faces from some of these other categories.
Kids are expressing growing excitement and interest in beauty products. Circana’s Omnibus Survey found that 46% of parents planned to give a beauty product as a gift for their child under 13 years old this past holiday season — and 79% of those parents said their child asked for it. More than one-third (36%) of parents anticipated buying cologne for their sons ages 13-17 during the holiday season. As an industry, it is crucial to understand the whole gamut of what our consumers want, as some of the declines we feel may be attributed to these buying shifts.
The kidult market, ages 18 and over, continued to drive market growth in toys, with a year-over-year increase of more than $800 million in 2024, according to Circana’s Checkout. Female recipients comprised about two-thirds of the gain and grew twice as fast as their male counterparts. Adults now make up $7.6 billion in annual toy sales. Furthermore, consumers making toy purchases for themselves had the fastest and largest dollar growth among all segments — up 11% in 2024, versus 2023. If we look at Q4, that growth is even higher. The adult market is a huge white space opportunity for growth. This age group has low penetration for toys, and there are so many more adults to reach if we can make the right toys for them.
Stabilizing tailwinds, such as growth in the kidult space and higher-income household spending, helped balance out the headwinds in 2024, such as higher grocery prices and rising consumer debt. In 2025, I expect the toy industry to move from stability, or consistency, to creativity. We have a strong lineup of toyetic movies coming in 2025 and 2026 to stimulate growth for the industry and excite younger audiences.
While the toy industry did reach
stability in 2024, I hope the new year will usher in more stability across all product categories. The winning companies are proving to the industry that creating fresh, innovative products and targeting what might be an untapped consumer base can work and even thrive in this social media-driven world. Manufacturers and retailers need to be able to discern these white space opportunities and create innovation to fill that space.
Data Sources: Circana, Retail Tracking Service, January-December 2019-2024; Circana, Checkout Recipient Insights, January-December 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 71% of the U.S. retail market for toys.
client relationships and consulting with a variety of manufacturers, licensors, and retailers within the toy industry.
The Toy Book brings together a panel of industry leaders, manufacturers, and retailers to discuss the trends, wins, challenges, and opportunities shaping the North American toy industry. It’s a no-holds-barred conversation with a rock ‘n’ roll attitude toward the business of play.
STEVE TOTZKE President & Chief Commercial Officer, Mattel
It’s Mattel’s 80th anniversary — What key product launches can we look forward to this year?
80 years young! It’s such an incredible milestone, and we’re celebrating it all year long. We couldn’t be prouder of our mission to create innovative products and experiences that inspire fans, entertain audiences, and develop children through play.
In the eight decades since our founding in a California garage, Mattel has grown into a leading global toy and family entertainment company and the owner of one of the most iconic brand portfolios in the world. Our garage “spirit,” as we call it, continues to drive us.
Mattel’s 80th anniversary is a milestone that celebrates our rich history of innovation, play, and cultural impact while setting the stage for an exciting future. This year, retailers and consumers can look forward to a series of iconic product
launches and partnerships that honor Mattel’s legacy and bring fresh, nostalgic, and collectible experiences to fans.
Our Ruby Anniversary Collection pays tribute to Mattel’s signature red and the 80th-anniversary gemstone with a curated lineup of special-edition products across our portfolio, including Barbie, Hot Wheels, UNO, and more.
We’re embracing nostalgia and cross-generational play with our Flashback Playback and Replay the Classics programs. These exclusive retailer partnerships will bring back beloved toys from the ’70s, ’80s, and ’90s.
The global toy industry performed better than anticipated in 2024 and has stabilized, reinforcing our belief that it has strong fundamentals and will return to growth over time.
In 2025, look to the adult collector market to continue its momentum. For Mattel and the industry, it’s proving to be a sustainable trend, and we are expanding on it. The industry should also benefit from the strong toyetic film slate for 2025, which is well-balanced by genre and release date and helps drive traffic throughout the year.
CYNTHIA WILLIAMS
CEO, Funko
What trends have emerged in the licensing space that are compelling for Funko?
Consumer habits are shifting — fans spend less time watching traditional media and more time gaming with their friends, streaming music, and engaging with live entertainment. The numbers are compelling: more than 3 billion global gamers, 100 million people attending Live Nation concerts just last year, and a $35 billion sports memorabilia market. On top of that, the kidult market — a $7.6 billion opportunity — is growing rapidly, and Funko is leading the way. These trends indicate clear opportunities to expand our licensing footprint in gaming, music, and sports while reinforcing our leadership in nostalgia-driven collectibles. And I’m not just talking about Funko Pops! This strategic opportunity encompasses all the ways fans show the world who they are by what they display, wear, or carry.
Micro collectibles remain hot, and Bitty Pop is no exception. How will Funko extend the brand?
Bitty Pop has been a success so far, introducing Funko to new collectors and expanding our demographic reach. We’re taking that momentum and evolving the brand with new ways to engage. Introducing road and environment packs and Bitty Boxes enables fans to interact with their collections in fresh, dynamic ways that reflect what matters most to them. Some of these figures are currently unavailable in standard Pop! sizes, making Bitty Pop an even more exciting proposition. These innovations align with our broader strategy of expanding our audience while reinforcing the collectibility of our products in all shapes and sizes.
As you approach the one-year mark with Funko, what are the biggest learnings thus far?
TIM KILPIN
President, Toys, Licensing, Entertainment, Hasbro
Streamlining the product assortment has been a major initiative for Hasbro — how is that helping the business on all fronts?
At Hasbro, creating joy and community has always been one of our foremost priorities. When it comes to streamlining, we’re putting particular emphasis on what we do best: building and growing our iconic brands into franchises. Leveraging our competitive in-house capabilities and continually finding ways to improve our processes enables us to continue to deliver exceptional experiences for our partners and consumers. Developing and strengthening our innovative partnerships and maximizing licensing opportunities to deliver iconic and enduring products for fans in various ways — and a variety of price points — is also integral to our business. However fans come to interact with beloved Hasbro characters – whether through classic games like Monopoly, the exhilarating world of NERF, or our favorite pig, Peppa — we want everyone to find a way to connect with our brands that create lasting memories.
Hasbro’s Transformers won Outbound Licensing Program of the Year in The Toy Book’s inaugural Pulse of Play Awards, capping its 40th anniversary. What are some milestones that Hasbro plans to celebrate in a big way this year?
The Transformers brand is so deserving of this honor, and we’re grateful to The Toy Book for recognizing this iconic franchise’s achievements during its 40th anniversary year filled with wide-ranging branded experiences – entertainment, toys, digital gaming, publishing, global experiences, and so much more.
Every new role presents its own learning curve, but what’s stood out most to me is the sheer passion within the Funkoverse — not just among fans, but among our employees. I’ve worked with many enthusiastic consumer communities, but seeing that same level of dedication and focus on spurring joy is inspiring. Just this past January, our team initiated a fundraiser for Southern California wildfire relief, rapidly moving from idea, which actually stemmed from a suggestion by one of our Hollywood retail employees, to execution in days. My role, my responsibility, is to harness that energy and scale it with purpose. That means leveraging data to drive better decision-making, optimizing our commercialization strategies, and evolving our direct-to-consumer operations to support long-term growth. With a team that’s open to fresh perspectives and eager to try new approaches, I’m confident we can continue innovating on how best to surprise and delight our fans in everything we do.
The universe continues to expand this year through Transformers Cyberworld — a brand-new Transformers franchise segment. In Cyberworld, there are no limits on the stories kids can tell. They choose the team-ups, the battles, and the Transformers stories they want to see. The power is in their hands with this all-new toy line and entertainment series. This newly unlocked world marks a major milestone for the brand this year, and we can’t wait to share more of what’s to come. Additionally, we have so many innovative licensed collaborations with best-in-class partners that fans can expect this year!
How is Hasbro tackling the challenges and opportunities of the year?
As an industry, we’ve seen a slower holiday season following many years of growth throughout the pandemic. We’re viewing this as an opportunity to really think about our priorities and processes and ensure we’re creating products that deliver joy and create lasting memories for all of our fans.
ZACK FARBER CEO, RMS
This year marks RMS’s debut at Toy Fair, but the company has been around for more than 40 years. Why has the U.S. become such an important focal point for growth?
The U.S. consumer is craving true value for their money. RMS has thousands of amazing products at everyday price points between $1 and $20. Every shopper deserves a great experience no matter how much money they have to spend, and given RMS’s mission to “Wow!” consumers with unbelievable value, it is the perfect time for us to delight U.S. retailers with our market-leading designs, incredible product content, and unbelievable margins.
As an international company, how is RMS dealing with potential U.S. tariffs or external pressure to diversify its supply chain and manufacturing base?
RMS is positioned better than our competitors if any tariffs hit the toy market, as we offer incredible margins to retailers. With our nimble team and dizzying speed to market, we are changing nothing about how we do business at retail. We offer solutions for retailers worried about tariffs through unbeatable item profitability architecture. Our strategy is to continue to support manufacturing relationships that we have fostered for over 40 years. The true RMS difference is how we adapt and adjust internally with our product development strategies to ensure the lowest possible cost to the shelf. Our lean, agile business model allows us to adapt to any situation and win.
JOSH GARRETT Chief Creative Officer, Readyland, and VP Development, Creativity, Inc.
What developments have taken place since Readyland met with companies in LA last fall?
Coming out of LA, we’re focused on multiple initiatives in both books and toys, actively working on top entertainment properties and licenses. Additionally, we’re developing a line of “Ready Activated” experiences for an older age range. Stay tuned for exciting new experiences launching this summer!
GWEN OTTENBERG Owner, Imagine That Toys
What were some of the big wins at your store last year?
Survival! The holiday season arrived late but with a fury. Fortunately, I secured hot items early from manufacturers. Every May, I forecast holiday needs and place orders at ASTRA Marketplace & Academy, ensuring I’m in line for key products. This strategy paid off with strong sales in Air Toobz, NeeDoh, PlayTab, Flat 2 Fast Card Racers, LEGO, and Jellycat.
We focused on exceptional customer service, tailoring recommendations to each child — something a computer can’t replicate. We aim for gift-givers to feel confident that their purchase will be loved and played with.
We also saw an increase in in-store pickups from our website, reinforcing the importance of meeting customers both digitally and physically. Social media engagement and our digital holiday catalog contributed to this growth.
The path to discovery is evolving across specialty retail with shifting priorities in the toy fair and gift show space, digital platforms like Faire, rep groups, and old-school catalogs. What works best for you, and why?
I love trade shows and markets because they present products in a fresh light and offer new merchandising inspiration. Support from the Dallas and Atlanta Markets, which helps offset hotel costs for retailers, makes showroom visits even more valuable.
Printed catalogs remain a key discovery tool. They are thoughtfully designed and provide a unique perspective that digital platforms can’t replicate.
Faire has disrupted traditional sales models, much like a new competitor moving in. It challenges us to refocus and adapt. A great sales rep remains invaluable — taking orders, providing insights, problem-solving, and advocating for our store. My best sales reps feel like an extension of my instore team.
You’re on a Toy Fair University Panel discussing the future of AI “beyond chatbots.” How does Readyland fit into the conversation?
AI for kids is a major topic — not just because of its power and trendiness but also because of the real safety concerns it raises. At Readyland, we closely follow advancements in generative AI and actively leverage it to enhance our products while prioritizing safety. We don’t believe in tech for tech’s sake. For example, we wouldn’t incorporate chatbot interactions just because they’re trendy. Our focus is on creating truly engaging, high-quality experiences, and we only use AI as a tool to support that goal.
JAMIE UITDENHOWEN
Executive
Vice President, Toys “R” Us and Babies “R” Us at WHP Global
What were the big wins last year?
Toys “R” Us (TRU) achieved significant global expansion, strengthening its presence across key markets. In the UK, our partnership with WHSmith led to 67 new store-in-store locations. In Mexico, the brand launched four flagship stores with Liverpool. In India, collaborating with Flipkart/Ace Turtle resulted in five new stores. In Asia, TRU continued expanding with new stores and remodels, focusing on creating immersive experiences for kids and kidults. In the U.S., we partnered with Nexcom, bringing the TRU magic to military families. The brand’s resurgence continued with new standalone stores in San Marcos, Texas, and Chicago, bringing the total to four flagship locations, alongside stores at American Dream and Mall of America. The brand also continues to strengthen its U.S. presence through its partnership with Macy’s.
How does Toys “R” Us plan to grow this year?
Building on the success of 2024, TRU is gearing up for an ambitious 2025, with plans to enter several exciting new markets. We will partner with Orchestra to bring the brand to Morocco, launching stores in Casablanca and Tangiers. Additionally, TRU will open its first flagship in Beirut, Lebanon, and debut in Central America with a store in Panama. The brand will also expand into Brazil, continuing its global growth strategy and solidifying its position as a leading toy retailer worldwide. TRU is also accelerating its U.S. flagship strategy with Go! Retail Group with plans to open new standalone stores.
Beyond retail, TRU is expanding its entertainment footprint through Toys “R” Us Studios with deals in the works to launch our first scripted TV show and a live-action film. This marks a significant step in the brand’s strategy to expand its content offerings and bring its legacy of play to life in fresh, engaging ways. TRU will also appear on the big screen this year. First, the TRU flagship at Macy’s Herald Square is featured in the new Netflix film Kinda Pregnant, starring Amy Schumer. Then, Channing Tatum stars in Roofman, a biopic based on a character who hides out in an old TRU store.
With these moves in retail and entertainment, TRU is set for a dynamic and impactful 2025, bringing joy to families worldwide.
General Manager, North America, Moose Toys
What successes fueled growth for Moose Toys last year?
Among our biggest wins was Bluey, the most-streamed show [worldwide] and inspiration for one of our most beloved toy lines. We’ve steadily expanded the line with demand remaining extraordinarily high and achieving phenomenal sales.
With MrBeast Lab, we’ve disrupted the norm with a strategy built around a line with MrBeast, the world’s No. 1 most-subscribed YouTuber. The line has reshaped the action figure category and is highly sought after by fans and collectors. MrBeast Lab Mutators earned the No. 1 spot in U.S. sales in the Action Figure supercategory [per Circana] last fall.
Little Live Pets was also off the charts. Fueled by “Wow!” innovation, the brand’s evolution continues to bring lifelike versions of baby animals that kids have nurtured for more than a decade. This year was the best we’ve ever had.
How is Moose dealing with U.S. tariff threats?
While tariffs are challenging, we’ve been proactively preparing and diversifying our supply chain. We aim to continue working on solutions internally to mitigate any impact on our consumers. We’ve also been working closely with The Toy Association, which advocates on behalf of the industry, and we’re incredibly appreciative of its support.
What are some key launches for Moose this year?
We’re entering new categories beyond those for which Moose is known. Our latest innovation is Gui Gui, a really cool entry into the compound space (aka slime) inspired by the beauty brands kids adore. We’re always looking to disrupt the new categories we enter, and this will be a fun one.
You can look forward to new licensing partnerships this year as Moose aggressively grows its program.
We’re looking outside traditional sources and found something truly special with The Amazing Digital Circus. The animated web series’ pilot dropped in October 2023 and became the most viewed pilot of an indie animated series on YouTube; the series was also added to Netflix in October 2024.
Moose scored a Pulse of Play Award for Display of the Year; how will that collaboration with Miniso help shape other retail activations and elevated merchandising presentations moving forward?
We were extremely happy with the Miniso partnership and of course, honored with the Pulse of Play Award. We’re looking to do more in-store marketing and retail activations to deliver an engaging shopping experience, and the support we received further reinforces this direction.
ROZ NOWICKI
Global Head of Consumer Products, Miraculous Corp.
This is a milestone year for Miraculous; how is the company celebrating the 10th anniversary?
The January debut of season 6 of Miraculous: Tales of Ladybug and Cat Noir marked the start of a thrilling anniversary year. Created using Unreal Engine, the new season showcases an enhanced animation style and refreshed visuals reflecting its beloved characters’ growth and evolution. Global anniversary celebrations include fan-focused events, exclusive merchandise, and promotional campaigns, with a flagship event planned in Paris. News of these exciting updates will unfold throughout the year.
Having built major brands in the past, what are your biggest learnings at Miraculous Corp.?
One of the most profound discoveries has been the unwavering loyalty of the “Miraculers” — a massive fanbase of young adults. These dedicated fans, many of whom have followed the franchise since its inception, are a testament to its enduring appeal. Additionally, research shows the series reaches a wider demographic than expected — accessible to younger audiences while offering a depth of story that resonates deeply with long-time fans and adults alike.
KOTARO
CEO, Bandai Namco Toys & Collectibles America (BNTCA)
What were some big wins for BNTCA last year?
We successfully delivered our Gundam model kits, Tamagotchi items, and other affordable Japanese anime IP-related merchandise to a wide range of customers. In line with Bandai Namco Group’s mid-term vision, “Connect with Fans,” we have been able to engage with and reach a significant number of fans by hosting model kit experience events and distributing products through various channels that cater to the evolving needs of our customers.
What key product launches is BNTCA prepping to roll out this year?
Tamagotchi has become incredibly popular in the North American market. As we shared with fans at Comic-Con International: San Diego (SDCC) and New York Comic Con (NYCC) last year, we’re expanding beyond the main units to offer a wide variety of Tamagotchi-related products. We’re also excited to introduce a new Gundam property with a lineup centered around model kits. We’ll share more details at Toy Fair, starting March 1!
NICK MOWBRAY
Co-Founder & CEO, ZURU
How did ZURU fare last year?
2024 was another strong growth year for ZURU in the U.S. and internationally. Key wins for us were the Ulta Beauty Mini Brands partnership, the continued strong performance of XSHOT Insanity and PRO, the launch of Pets Alive Mama Duck and Baby Surprise — which sold out in all major U.S. retailers — and the acquisition of the Fuggler license, which is on fire right now. All brands across the portfolio posted growth.
As an international company known for supply chain innovation, how is ZURU handling tariff threats from the U.S.?
A tariff on toys made in China is really a tariff on the U.S. public since almost all toys are produced there. We are in the same position as every other toy company — we know that the cost of producing toys elsewhere significantly increases the cost, which would again incur a similar penalty to the U.S. consumer. We don’t see a future where we relocate manufacturing unless this changes. Our focus is on relentlessly making better products at better cost through increased automation, and that will continue.
What do you see as the biggest challenges and opportunities for the toy industry this year?
In some ways, the U.S. is still recovering to prepandemic norms (inflation is high, and economic uncertainty is ahead). In other ways, the pandemic has created more opportunities than before. The kidult consumer continues to be a powerhouse of growth in the industry, and while the tween and teen consumers are aging out of toys earlier, kidults continue to flock back in. TikTok is creating trends and ideas faster than we’ve seen before, and vendors/ retailers who tap into that will continue to win.
What key moments or product launches can retailers and consumers look forward to this year, and which are you personally excited about?
We have ambitious new launches for all brands this year (and one brand is making its debut!). Look out for XSHOT in the fall; there will be “next level” launches across all key ranges. Fugglers and Hug-A-Lumps are also extremely hot right now. The plush consumer is ready for change, and our fall product lineup will deliver. Lastly, our Max Premium assortment, launched late last year, is picking up steam as we head into 2025! This will be a huge year for Max.
Crystal ball time: What’s your outlook for 2025?
The end-of-year results for 2024 definitely felt more normal than in years past. It feels like the industry is back on track, and the bold and different companies are rising to the top.
DAVID NIGGLI Chief Merchandising Officer, FAO Schwarz
What were some big moments for FAO Schwarz last year?
FAO Schwarz celebrated a banner year, highlighted by being named Retailer of the Year (Independent, Hobby, & Specialty) in The Toy Book’s inaugural Pulse of Play Awards. This recognition reinforces our ability to captivate customers by creating an experiential, innovative, engaging, unique, and memorable retail environment for our guests.
We also introduced exciting new and exclusive experiences, including an updated Jellycat Diner, the FAO-abulous handbag design and cosmetics boutique, in addition to Bauble Bar, Steiff, Brio, and Schleich experiences, along with updates to My FAO Baby, Barbie, and Funko. All of these activations have solidified FAO Schwarz as a leader in experiential retail.
FAO Schwarz at 30 Rock had its best year ever, and our Paris location exceeded all expectations — reinforcing our model of unique products and retail as theater.
On that note, how can toy and game makers of all sizes work with FAO to make a statement or launch new products?
FAO Schwarz takes pride in curating a selection of toys and games that feel truly special. Makers of all sizes can collaborate with FAO by presenting products that embody creativity, innovation, and a sense of wonder. To make a statement or launch new products, brands can explore opportunities such as in-store activations like live demonstrations, exclusive showcases, shops, or interactive experiences that elevate the customer journey.
FAO’s iconic window displays provide a platform for eye-catching visual stories, captivating shoppers and passersby while adding excitement to a product launch. Kickoff events with influencers and media create additional buzz, offering brands the chance to spotlight their products alongside FAO’s unparalleled reach and reputation. Recent examples include early launches of beloved products like Gabby’s Dollhouse, Bluey, and Paddington, which generate anticipation and consumer excitement. FAO Schwarz is particularly drawn to products with unique stories, premium craftsmanship, and playfulness that align with its legacy of inspiring wonder and awe.
JAY FOREMAN CEO, Basic Fun!
What are some recent wins for the Basic Fun! team?
Our big wins for the year were the launch of Littlest Pet Shop, which was a top growth property according to Circana, and our biggest product launch to date. We have also been pleased with the ongoing success of Care Bears. This is our fourth year with the brand, and in 2024, we achieved our highest sales ever.
Basic Fun! is making a bigger splash in the video gaming space this year. What can you share about those moves?
Well, we’ve been in the handheld video game business for a long time. We expanded our offerings to larger “home arcade” machines, ranging in price from $179.99 to as high as $599.99. We love the category and saw a gap, as did many licensors. We decided to fill the gap, and our customers have responded well so far. We look to be the go-to No. 2 player in the category very quickly.
You’ve always been outspoken about U.S.-China relations, and we’re back in another contentious spot this year. How are you working to mitigate potential tariffs or deal with external pressure to diversify the supply chain?
We plan to “play it by ear” with the administration as things change quickly.
Our key message is that toy production is never returning to the U.S.; not going to happen. So, where to make them? Our hope is always in China and without tariffs, as has been the case. We will keep pressing the fact that tariffs will increase the cost of toys, and parents want toys to be reasonably valued and not more expensive. We also look to remind the administration that breaking the supply chain puts the quality and safety of toys at risk, and we ask that our reliable supply chain from China not be upset.
What key moments or product launches can retailers and consumers look forward to this year?
Our most fun new launch will be Stretch Armstrong, the classic toy reimagined for a new generation. The line will feature the classic Stretch Armstrong figure we all know and love, a new Stretch designed for a new generation of kids, and, most excitingly, our licensed Stretch toys featuring many great properties.
What’s your overall outlook for the months ahead?
Given the uncertainty of tariffs and a trade war, it’s impossible to predict at this point. That’s on top of the unpredictable nature of the new administration in Washington. This is a pro-business administration; you just need to be in the right business. We have to hope that as they break all the dishes, there is something left to eat off of.
STEVE RAD CEO, Abacus Brands
You haven’t shied away from publicly calling out product failures alongside your successes. Why is it important to share this with the world at large?
We are creating honest content that we are passionate about, and part of that strategy exposes the challenges behind our process. If we can help a startup or young inventor prevent the same mistakes, then as an industry, we will continue to take the necessary strides to innovate on this path to inspire and honor play.
On that note, you’ve recently made a unique move into publicly celebrating toys and games made by other companies. What prompted this, and how have audiences reacted?
I’m that guy who walks around the trade show and plays with everyone’s product. I think it’s important to celebrate not only the hard work and sacrifice that goes into each product but also the story behind its success (or failure). If we can entertain folks while showcasing the process, we collectively amplify the love for our industry and likely attract new talent and innovation in the generation to follow.
What are some key launches that you’re looking forward to in the months ahead?
We have really engaging and immersive activations planned around the launch of our ESPN Sportscenter item, putting consumers into real-life sporting moments like dunking a basketball in virtual reality.
We’re also really excited about our partnership with HoloToyz with the launch of Barbie’s Magic Style Studio, which brings Barbie to life in augmented reality for the first time, allowing consumers to take selfies and videos with Barbie herself in their outfit of choice!
What is your outlook on potential tariff threats?
We’ll take a deep dive and perform a SKU optimization analysis to identify necessary adjustments. Still, we are confident we can retain our existing pricing model and potentially reduce costs in other areas to balance everything out before we start shifting our factories and suppliers.
After scoring hits with kids, PMI is skewing older with a UFC partnership; what are your goals with that license?
UFC has one of the most passionate fanbases in the world, and this partnership brings that intensity to collectibles. We’re kicking off with the UFC Punching Bag Capsules — packaging designed to resemble a real punching bag, being very on brand, and each containing one of 12 action fighters. My goal is to deliver UFC fans a collectible line that they deserve, which will meet the fandom and create strong engagement. We also strive to become a major player in the kidult and sports space. In addition, I want to increase our footprint within the collectible market too. As we’ve done in gaming, we’re offering collectors a new way to engage with the brands they love. Additionally, we’re expanding our presence in the kidult market and will be featured in Walmart’s D5 aisle (kidult section).
How is PMI working to mitigate the impact of potential U.S. tariffs or pressure to diversify the supply chain and manufacturing base?
We suspected this issue may arise, and we are already in deep discussions with factories in Thailand, Vietnam, and India to diversify our supply chain and mitigate this risk. We will soon offer U.S. retailers the possibility to buy from those markets.
What key launches is PMI focused on this year?
In Spring, Zzzopa is teaming up with the Harlem Globetrotters for a special edition ball in their signature colors. In May, the UFC Punching Bag Capsules will give fans a whole new way to collect their favorite fighters. Then Stumble Guys Series 3 will follow, featuring DLC codes and a Mythic Collection for collectors.
In the fall, we are strengthening our presence in preschool as the master toy licensee for Creature Cases, a Netflix hit that will also be available on Nick Jr. worldwide. There’s more to come from Fuggler Series 2 with Paramount’s SpongeBob SquarePants and Teenage Mutant Ninja Turtles joining the lineup, and we’re launching Booksy Disney. Lastly, we’re launching our first anime line with Naruto Shippuden.
is your outlook for the year ahead?
One of my key predictions is that while trends will continue to evolve rapidly, fast-growing companies that can adapt will have a significant advantage. This year is shaping up to be better overall, yet we’re not quite where we want to be as the tariffs have shifted things — it’s taking a bit longer than we hoped. In addition, I predict that companies with strong relationships with retailers will be well-positioned to drive the business forward.
BRIAN
Founder & CEO, Nacelle
What were your biggest wins in the toy space last year?
I think our biggest win was getting the Star Trek license, but then again, I am just a tiny bit biased. On top of that, we produced our first vehicles — the Biker Mice from Mars bikes — which come with functioning lights and can really roll. Last but not least, getting the NacelleVerse into Walmart was definitely a win, especially for a company that’s been making toys for less than three years.
You once mentioned that the toy industry is one of the more challenging businesses you’ve dealt with. Have you seen any changes since then?
What I’ve noticed over the last few years is that, for the first time ever, adults seem to be more interested in toys than kids, and the eyeballs we want to reach have shifted from social media to YouTube. Both of these things are very good for us; we just had to pivot to take advantage of it all.
With the forthcoming premiere of RoboForce, the NacelleVerse has animated content to support its toys and publishing efforts. How will this grow Nacelle’s presence in toy departments?
We just announced that RoboForce, which we partnered with [Dwayne] “The Rock” [Johnson] on, will premiere this year on Tubi, and as cool as that is, we also have Biker Mice from Mars in production with Ryan Reynolds.
What is not well known but is being worked on as we speak is that we are preparing similar plans for Sectaurs and Power Lords, as well as acquiring a few more amazing properties from the ’80s and ’90s to join the NacelleVerse!
As we now are sort of starting to know what we’re doing — key words being “sort of” — you’ll see that all of the various plot lines for all of our properties will start in RoboForce and then be pushed forward with each new season.
Back to Star Trek, how is the line shaping up?
We have the first three waves in various stages of development, and it’s very important to me that the figures we make will fit nicely on the shelf standing next to some of the other characters many of the great toy companies before ours have made. I frequently take the prototypes home to ensure they look good next to what I already have!
Continue the Conversation
MICHAEL VALENTA President, MAGNA-TILES
The magnetic tiles space has become incredibly competitive over the past few years, to the point where it’s essentially its own sub-category within Building and Construction. How is MAGNA-TILES differentiating itself?
While our success has certainly “inspired” new competitors in recent years, MAGNA-TILES will forever be the original magnetic tile brand. For more than 27 years, we’ve worked tirelessly to earn the trust of parents, educators, and toy experts alike, setting the standard for quality, innovation, and brand-building that other brands simply can’t match. We will never compromise on our quality, period. Our products are designed for young children to enjoy for countless hours without instructions or parental intervention, and we take that responsibility very seriously. Every piece bearing the MAGNA-TILES name is a promise: A promise that our products are rigorously tested to exceed global toy safety standards, a promise that parents will have peace of mind knowing their children are playing with the best, and a promise to uphold our company’s values, including “better never stops.” Simply put, if it doesn’t say MAGNA-TILES on the box, it’s not MAGNA-TILES in the box.
How is MAGNA-TILES tackling tariff threats?
We’ve implemented measures to shift production out of China if tariffs persist. Constant supply chain threats, especially the challenges faced during the COVID-19 pandemic, served as a wake-up call to the team to improve sourcing flexibility without compromising quality.
What new products are you most excited about?
We’re excited about the global debut of our newest innovation at Toy Fair, Rail Racers. This new line was co-developed not with an inventor but with one of our biggest fans — a testament to the incredible power of this brand to inspire consumers to dream big and “Build On!” We’ve already received an overwhelmingly enthusiastic response from our retail partners across the globe, and we can’t wait to see how our fans embrace Rail Racers this year. But that’s not all — this summer, we’re launching a variety of fresh new themed sets, backed by a powerful retail presence and strategic marketing efforts to keep the MAGNA-TILES magic soaring throughout 2025.
Visit toybook.com for an extended version of The State of Industry Q&A with additional, in-depth insights from each participant. You can also browse the archives for our State of Licensing and State of Specialty roundtables. Interviews are edited for clarity and length.
Last year, a buzzy product in the STEM space hit retailers across the U.S. with a $34.95 MSRP. By most accounts, the product was fairly priced and offered a solid value. Then came a surprise price drop on Amazon to $16.99 in November, a move immediately matched by Walmart and Target. For specialty retailers that viewed this as a “key driver” for the holiday season, the impact hit hard. With a cost near $20, they could match the price and sell it at a loss, or risk losing additional sales due to growing consumer perception that independent toy stores are overpriced.
That item is back to $28.99 at mass retail at press time, but some damage may have already been done. While the mass retailers didn’t respond to a request for comment, The Toy Book spoke to specialty retailers and manufacturers for insights into what’s become one of the most contentious pricing environments since the “category killer” era.
“I rarely look to call out extremely low pricing in toys and games as this is a function of today’s times and our industry,” explains Rick Derr, owner of Learning Express Toys & Gifts in Lake Zurich, Illinois, and President of the Learning Express Franchise Counsel. “I do, however, wonder why a highly visible and quality toy is priced so low that it stains the image of the item. This, to me, hurts the image of toys in general, when manufacturers have developed very highquality and value-driven toys.”
At Hollywood Heroes, a specialty re-
tailer in Westwood, New Jersey, owner Jordan Hembrough says that profit margins sank last year amid the most aggressive pricing he’s encountered in more than 30 years in the business.
“We saw many customers checking their phones and comparing prices on different websites. At that point, it just becomes an issue of ‘Who has the lowest price?’ which is ultimately unsustainable in the long run,” he explains.
Basic Fun! CEO Jay Foreman agrees “the battle here is between the retailers and the smartphone or computer, where shoppers have full transparency and the best pricing in real-time. That’s the battle, and I’m afraid it will be hard for specialty retailers to win,” he says. “The best chance is if they have an exclusive version of the product that is only sold in specialty stores. You can’t win the battle to sell a Barbie that’s at mass retailers in a specialty store. You must have a special version of Barbie that makes you unique. Same with Care Bears or Squishmallows.”
“Not every SKU belongs everywhere — channel management is essential,” explains Gwen Ottenberg, owner of Imagine That Toys in Wichita, Kansas. “Manufacturers must ensure their internal sales teams understand how products are positioned in mass retail and convey that information to make informed decisions [at specialty].”
According to Omer Dekel, CEO at PMI Kids’ World, “strict criteria for outof-aisle launches” is leading to requests
Undercutting MSRP! Mass vs. MarkdownsSpecialty! before selling season! New products sent straight to clearance!
for early markdown dollars from retailers when that may not be necessary.
Derr points to early launches at specialty as one way to level the playing field, citing success with Melissa & Doug and Sky Castle Toys last year. For major suppliers dealing with retailers across all sizes and channels, the task is bigger, but there is hope in sight.
“The evolving retail landscape presents real challenges, which we take seriously,” says Cynthia Williams, CEO at Funko. “Pricing volatility, deep discounting, and accelerated clearance cycles create complexity for retailers and manufacturers. To address this, we’re working more closely than ever with our manufacturing and retail partners to develop planning models that balance supply and demand effectively. Strategic inventory forecasting helps minimize markdowns, while exclusive offerings for specialty retailers create differentiation in the market. Maintaining a balanced channel strategy — ensuring specialty retailers have access to unique SKUs or early releases — helps mitigate pricing conflicts and improves the premium quality for customer value. Ultimately, a healthier retail ecosystem benefits everyone, and we’re committed to solutions that drive long-term success for all our partners.”
Visit toybook.com for an extended version of this article with additional insights and opinions.
by LEE PARKHURST, Chief Fun Officer, Parkhurst Marketing
If you’ve been paying attention to what’s happening with TikTok, you might feel a little whiplash. One minute, TikTok is one of the fastest-growing e-commerce platforms in the U.S., reaching 175 million users. The next, it’s banned, unbanned, and, at press time, dangling in legal limbo.
While TikTok fights for its future, toy and game brands must focus on diversification — because the social commerce train isn’t stopping.
In January, the Supreme Court upheld a law requiring TikTok’s Chinese parent company, ByteDance, to sell its U.S. operations or face a ban. The app went dark for 12 hours before President Trump signed an order delaying the ban for 75 days. Apple and Google removed TikTok from their app stores, meaning new users can’t download it, and current users may lose access (again) soon.
This matters for businesses because TikTok isn’t just another social platform — it is a social shopping powerhouse. More than 50% of TikTok users searched for products directly on the app instead of using Google or Amazon. In 2024, TikTok Shop’s global GMV was about $32.6 billion. The U.S. is the biggest market for TikTok Shop, generating about $9 billion
in GMV. That’s why I’ve been working with brands to launch TikTok Shops — because TikTok isn’t just about marketing; it is about sales.
So, what’s next? Instead of waiting for TikTok’s fate to be decided, brands should spend the next month working on diversification. Here’s how:
1. Lean Back into Meta: If TikTok is the social commerce disruptor, Meta remains the scale king. Instagram Reels and Facebook’s shop integration offer direct checkout, and Instagram just increased Reel limits to three minutes — conveniently timed as TikTok struggles. Brands can repurpose their best TikTok content for Instagram and Facebook to keep engagement high without starting from scratch.
2. Invest in YouTube Shorts: YouTube is the most trusted video platform, and Shorts is its competitor to TikTok. Chances are you’ve watched YouTube Shorts and thought it was a TikTok video. Vertical video is becoming more and more prevalent across platforms. While the audience skews slightly older (which, let’s be honest, is who buys the toys!) YouTube search gives Shorts longer relevance, unlike TikTok’s fleeting virality. YouTube’s creator monetization is also more substantial, making it a smart alternative for video creator partnerships and long-term content visibility.
3. Don’t Go Chasing “The Next TikTok” (Yet): Newer platforms like RedNote and Bluesky are gaining attention, but let’s be realistic: Brands should go where audiences already are. TikTok users are still on Instagram, Facebook, and YouTube. Instead of starting from scratch on untested platforms, build a cross-platform strategy where people are already watching and shopping.
FINAL THOUGHT: THE WORLD OF SOCIAL SELLING IS EVOLVING TikTok makes shopping socially exciting and easy. Its algorithm and trends change how toys and games are marketed and sold. But the key to success remains the same: Meet buyers where they are. Brands that diversify socially now will stay ahead of the curve no matter what happens with TikTok in April. What is the best social selling strategy? One that doesn’t rely on a single platform to survive.
Timed with The Toy Book’s 40th-anniversary celebration, the inaugural Pulse of Play Awards celebrates the individuals, companies, and activations that shape the toy industry’s heartbeat and drive its pulse across toys, licensing, entertainment, and the overall business of play. Please join us in celebrating the winners and finalists!
Honoring achievements in merchandising and display at retail, including special sections, themed pull-togethers, endcaps, main aisle features, pallet trains, PDQs, and window displays
Moose Toys x MINISO: XOX Kweenie WINNER
• Schleich: Toronto Zoo Larger-Than-Life Displays
• Mattel: Walmart’s Fisher-Price “Childhood Starts Here” Trendpod
• PMI Kids’ World: Stumble Guys Toys Half Pallet Display
• Spin Master’s GUND x Saatchi: Toys “R” Us at Macy’s Herald Square, International Friendship Day Presentation
Honoring the sales teams representing the toy and game industries to retailers across North America Toy’n Around WINNER
• Anne McGilvray & Company
• Diverse Marketing
• Enchanted Moments
• Sandy Ruben and Associates
Honoring the distributors that serve retailers across North America
ACD Distribution WINNER
• Asmodee North America
• Everest Toys/Everest Wholesale
• Flat River Group
• Toysmith
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.
Amazon WINNER
• Dollar General
• Five Below
• Target
• Walmart
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.
FAO Schwarz WINNER
• Hobby Town
• Learning Express
• Outback Toys
• Village Toy Castle
PRODUCT LAUNCH OF THE YEAR
Honoring the best campaign for a new product/brand introduction across all channels
Disney Stitch Puppetronic by RealFX (WOW! Stuff) WINNER
• CarTuned (MGA Entertainment)
• Cold Case VR (Abacus Brands)
• Despicable Me 4 Toys (Moose Toys)
• Fisher-Price Wood (Mattel)
• Huffy Electric Green Machine (Huffy Corp.)
• Littlest Pet Shop (Basic Fun!)
• Miraculous Paris Heroes Playset (Playmates Toys)
• Squish-a-longs by Original Squishmallows (Jazwares)
• Stumble Guys Toys (PMI Kids’ World)
CULTURAL MOMENT OF THE YEAR
Honoring the products that connected to a broader audience beyond the toy industry and became a part of the mainstream conversation Fisher-Price x John Legend: The Music Starts Here (Mattel)
WINNER
• Furby Wuz Here (Hasbro)
• Rubik’s Cube 50th Anniversary (Spin Master)
• Squishmallows: Jeopardy — “Going Soft for $600” (Jazwares)
• Tetris x Blue Scuti (The Tetris Co.)
Honoring the biggest hits on social media, including individual products
WINNER
MGA’s Miniverse (MGA Entertainment)
• Funko Pop! Jason Kelce (Shirtless) (Funko)
• Kanoodle Ultimate Champion (Educational Insights)
• Sticki Rolls (Sky Castle Toys)
• Wham-O Slip ‘N Slide Air (Wham-O)
The best use of digital influencers and product advocates
WINNER
Hatchimals Alive Mystery Hatch x Jason Kelce (Spin Master)
• Learning Resources x David Henrie – Playfluencer Movement (Learning Resources)
• Soppycid Reusable Water Balloons (Dongguan Sionmaker Technology Co.)
• Tasty Tinies “Tiny Treats, Big Flavor” Influencer Launch Campaign (Beacon Communications for Goliath)
• UNO Chief UNO Player (Mattel)
The best TVC (TV commercial) for a toy or game intended for TV, digital, streaming, or display in a public forum (movie theaters, etc.)
WINNER
MAGNA-TILES “Build On” (MAGNA-TILES)
• HOLOBRITE Pixie Lantern (Just Play)
• Rubik’s Cube 50th Anniversary (Spin Master)
• Tales of the Teenage Mutant Ninja Turtles Mutations Mix ‘N Match Action Figures (Playmates Toys)
• Tile Town (Moose Toys)
• Yummiland “Welcome to Yummiland!” (MGA Entertainment)
Honoring the best crossover or brand mash-up toy or game
WINNER
Squishmallows x Harry Potter (Jazwares x Warner Bros. Discovery Global Consumer Products)
• Care Bears x Universal Monsters (Universal Products & Experiences x Cloudco Entertainment)
• Hot Wheels x Transformers (Mattel x Hasbro)
• MGA’s Miniverse Make It Mini Potions (MGA Entertainment x Warner Bros. Discovery Global Consumer Products)
• Monster High x Wednesday (Mattel x Amazon MGM Studios Consumer Products)
OUTBOUND LICENSING PROGRAM OF THE YEAR
Honoring the best outbound licensing program for a property originating as a toy or game and extending into additional CPG categories
WINNER
Transformers (Hasbro)
• Barbie 65th Anniversary (Mattel)
• Minecraft 15th Anniversary (Mojang)
• Polly Pocket 35th Anniversary (Mattel)
• Squishmallows McDonald’s Happy Meal Promotion (Jazwares)
ENTERTAINMENT-DRIVEN PROPERTY/PROJECT OF THE YEAR
The best overall brand or product tied to a film, TV series, or video game
WINNER
Despicable Me Franchise (Universal Products & Experiences)
• Bluey (BBC Studios)
• Funko’s Pop! Yourself — Deadpool & Wolverine Cosplay (Funko x Marvel Studios)
• Pokémon Horizons: The Series (The Pokémon Company International)
• Skibidi Toilet (Bonkers Toys, Inviz)
TOY INVENTOR OF THE YEAR
Honoring individual inventors or design firms for outstanding achievement in toys
WINNER
Soppycid for Soppycid Reusable Water Balloons (Dongguan Saienchuangke Technology Co., Ltd)
• Bang Zoom Design for Miraculous Hero Switch (Playmates Toys)
• CONNETIX Design Team: CONNETIX 50-Piece Pastel Transport Pack (CONNETIX)
• Stacey Kohler for Crawligator (Kiddy Crawler)
• Yair Shilo for Power Saber (Goliath)
GAME INVENTOR OF THE YEAR
Honoring individual inventors or design firms for outstanding achievement in games
WINNER
The Op Games Team & Eric Olsen for Flip 7 (The Op Games)
• Bang Zoom Design for Pickleball Blast (Moose Games)
• Goliath Games’ Internal Design Team for Moo Moo Achoo (Goliath)
• Devanshi Kejriwal for Skillmatics Product Assortment (Skillmatics)
• Pam Walls for Chronicles of Light: Darkness Falls (Disney Edition) (Ravensburger North America)
DIGITAL STUDIO/TEAM OF THE YEAR
Honoring outstanding achievements in video gaming
WINNER
10:10 Games x Funko for Funko Fusion
• AirConsole for UNO Car Party! by AirConsole licensed from Mattel
• Another Axiom for Gorilla Tag
• Spin Master’s Toca Boca Studio
• Team Asobi for Astro Bot
RETAILER OF THE YEAR
Honoring achievements in toy retail outside of North America
WINNER
Smyths Toys Superstores
• The Entertainer
• Hamleys
• POP MART
• Toys “R” Us Asia
LOCATION-BASED EXPERIENCE (LBE) OF THE YEAR
Best brand-, toy- or game-inspired activation or initiative at a family entertainment center (FEC), theme park, live tour, or pop-up event Bluey x CAMP (CAMP, BBC Studios, Ludo Studio)
WINNER
• Barbie: The Exhibition at The Design Museum (Mattel)
• MrBeast Lab at Comic-Con International: San Diego (SDCC) (Moose Toys)
• Planet Playskool (Hasbro)
• The 2024 Pokémon World Championships (The Pokémon Company International)
MANUFACTURER OF THE YEAR
Honoring across-the-board achievements in delivering great play experiences to kids and families worldwide
WINNER
Playmates Toys
• 2MamaBees
• Jazwares
• Moose Toys
• Wow! Stuff
Contact: maddie.mabie@moosetoys.com
Amazing Digital Circus — Vinyl Figure Collection
Ages: 4+ | MSRP: $12.99 | Available: July 2025
This collection delivers all the “amazing” attitude of the wacky cast of characters as premium vinyl four-inch figures. Fashioned in fantastic detail, each character strikes one of their signature poses from the series, perfectly capturing their personality and bringing them to life. Each character is packaged in a special collector-style box that adds to its uniqueness. The figures feature five fastidiously crafted characters: Pomni, Ragatha, Caine, Kinger, and Gummigoo.
Contact: sales@theloyalsubjects.com
Teletubbies Bag Clips
Ages: 3+ | MSRP: $6.99 | Available now
Take the magic of Teletubbyland anywhere with these Teletubbies Bag Clips! These adorable versions of Dipsy, Laa-Laa, Tinky Winky, and Po make a super cute accessory to add joy and personality to any bag.
Contact: jazwares.com
BLDR Squishmallows Outdoor Adventure Club | Ages: 8+ | MSRP: $19.99 | Available now
Kids can build a Squishmallows campfire scene with this new BLDR set. It comes with Cam and Benny figures with squishable bellies, powered by SquishBrik by Original Squishmallows, and is compatible with major brick brands for creative fun. Pair with additional BLDR sets (sold separately) to create an entire an entire Squishmallows world (pictured above).
Contact: Holly Boyd: sales@estesrockets.com
Space2Inspire STEM Kit | Ages: 10+ | MSRP: $59.99 | Available now
Ignite creativity and STEM exploration with the Space2Inspire STEM Kit. This collaboration with Dr. Sian Proctor blends art, science, and aerospace fun, featuring color-changing fins, a customizable parachute, and digital activities.
Contact: BuyDirect@crayola.com
PAW Patrol Scribble Scrubbie 3 ct Deluxe Set Ages: 3+ | MSRP: $9.99 | Available now
Little artists can color, bathe, and decorate three tail-wagging PAW Patrol Scribble Scrubbie Pets with six Washable Markers. Then, it’s bath time, and kids can see their designs wash off like magic, ready for another colorful mission. Take to the skies and dive into a world of color with Crayola, where no job is too big, and no pup is too small!
Contact: sales@fiestatoy.com
Besties | Ages 3+ | MSRP $11.99 | Available now
Celebrate friendship with Besties — a set of two plush backpack charms connected by a magnetic heart. Kids can share one with their best friend and keep the other, symbolizing an unbreakable bond wherever they go.
Contact: info@griddlykids.ca
BobBee | Ages: 6 MOS+ | MSRP: $34.99 | Available now
Made with 100% pure, nontoxic, dishwasher-safe silicone, BobBee is designed to provide a unique play experience that combines STEM education and social-emotional development. With its versatile 3-boats in-1 design, kids can explore different boat configurations as they combine BobBee as an efficient team.
Contact: orders@projectgeniusinc.com
Kitty Litter
Ages: 6+ | MSRP: $14.99 | Available now
Do you recognize this container? Your customers will, too! This kitty litter pail-inspired matching game features mischievous kawaii kitties. Players race to match colorful tiles first in quick, easy-to-learn play.
Contact: sales@santoki.com
LEGO Stationery Creativity Set | Ages: 6+ | MSRP: $24.99 | Available now
This unique activity set, officially licensed by The LEGO Group, combines building, coloring, and playing, celebrating the iconic LEGO duck. This set includes a gel pen, markers, 25 different building instruction coloring sheets, and a 10-piece LEGO duck build. It features LEGO bullet sticky notes for planning your builds and adhesive backing to proudly display your drawings.
Contact: jazwares.com
Total Anime 6.5-inch Core Line Asst — Chainsaw Man
Ages: 8+ | MSRP: $16.99 | Available now
Total Anime delivers premium, meticulously crafted collectibles from beloved franchises featuring anime-accurate poseability and accessories. Created by lifelong fans, Jazwares’ mission is to help collectors re-create their favorite moments from the shows they love.
Contact: sales@fiestatoy.com
Swaddle Babies
Ages 3+ | MSRP $20.99 | Available now
Snuggle up with Swaddle Babies — adorable plush toys wrapped in soft, removable swaddles. Perfect for on-thego cuddles, these lovable companions bring comfort and charm wherever the adventures take them.
Contact: jazwares.com
Pokémon x Squishmallows
Ages: 3+ | MSRP: $17.99 | Available: Spring 2025
Contact: maddie.mabie@moosetoys.com
MrBeast Lab Swarms | Ages: 5+
MSRP: $2.99 (Single pack); $4.99 (3-pack); $9.99 (6-pack); $19.99 (14-pack)
Get ready to snuggle with the Squishmallows Pokémon Eevee and Chancey plush! These ultra-collectible, ultra-squeezable plush are made with soft, high-quality materials and are perfect for snuggling during long car rides and sleepovers.
Available: July 2025
The MrBeast Lab has been infiltrated by elemental energy and whipped everything into a fusion frenzy. The new and expansive MrBeast Lab Swarms Series “fuses” the elements – fire, ice, stone, and more – to create more than 100 all-new one-inch Fusion Swarms.
Arriving in bold new designs and special finishes, each Swarm is revealed by removing the Fusion Pod from the top of the test tube-style packaging and emptying the Swarms inside to collect and enjoy.
Fans can search for figures in varying levels of rarity, including Common, Rare, Ultra Rare, Particle Punks (Special Editions), and Limited Edition, as well as the hunt for the Panther Swarms and the 1,000 Ultra-Rare Limited Edition Hyperfusion Panthers.
Contact: info@abetterdesigncompany.com
Splash Jam Dunk Ball
Ages: 4+ | MSRP $24.99 | Available now
Cool off your hot shooting with this new Basketball and Sprinkler combination outdoor sports product. It’s a slam “dunk” fun yard sports toy. The sturdy base connects to any garden hose, and water “shoots” out the sides and top of the basketball hoop set.
Contact: BuyDirect@crayola.com
Crayola Colourwhirls Arena
Ages: 6+ | $24.99 | Available: Holiday 2025
Rip ‘Em, Spin ‘Em, and dive into the thrilling world of Crayola Colourwhirls! This innovative toy, similar to a spinning top, takes creativity to a new level. With colors that pop, it’s all about creating unique, spiraling art that will captivate kids and adults. Designed for competition, up to four players can join the action in the arena, making it perfect for family fun.
Contact: Carl TenBrink: brontie@prehistoricpalstoys.com
Prehistoric Pals Dinosaur Vehicle Toy and Book Gift Set Ages: 3+ | MSRP: $34.95 | Available now
This perfectly packaged dinosaur gift set inspires kids to explore teamwork and mechanics through imaginative play. Sleek design and vibrant storytelling create the ultimate blend of fun and hands-on learning, fostering curiosity, motor skills, and a love for reading.
Contact: maddie.mabie@moosetoys.com
MrBeast Lab Hybrids | Ages: 5+
MSRP: $9.99 (Hybrid Pack); $19.99 (Multi Pack); $39.99 (Fusion Hybrid Lab) | Available: July 2025
MrBeast Lab Hybrids mix-and-match action figures “fuse” the world of MrBeast Lab with the imaginations of kids and collectors alike. Each Hybrid figure arrives encased in a lab-style flask that provides a vessel for fans to conduct a new experiment and create a 4-inch-tall MrBeast Lab action figure. Fans can hunt for figures in varying rarity levels, including rare, ultra rare, limited edition, and exclusive. Collectors will love searching for the pieces to create the Ultimate Golden Panther Dragon.
by JAMES ZAHN, Editor-in-Chief
When you think of Bentonville, Arkansas, it’s impossible not to think of retail. The storied birthplace of Walmart has a rich history anchored by the site of Walton’s 5&10, a former Ben Franklin franchise in Bentonville Square from which Sam Walton built an empire. While the Walmart Home Office now occupies a sprawling complex just a mile away from the original location, now the Walmart Museum, the enthusiasm and “can-do” entrepreneurial spirit of small business owners lives on. In an unassuming former Farmer’s Exchange, Lean In Bentonville draws inspiration from the past while helping some of the hottest young brands in the toy industry find shelf space among giants.
To learn more, The Toy Book caught up with founders Andy and Heather Wiseman to discuss Lean In’s growing capabilities, refreshed showroom, and the outlook for the future.
The Toy Book: With Andy’s manufacturing experience and Heather’s retail experience, at what point did the idea spark to use that expertise to help other companies break into retail?
It’s hard to pinpoint the exact date the spark was ignited, but our combination of experiences has proven invaluable to the brands we represent. Heather ran a $5 billion P&L as a Walmart buyer — she bought video games and toys — and Andy held leadership roles at companies behind some of the biggest toy hits of the 21st century, including Zhu Zhu Pets, Smooshy Mushy, IDO3D, and more. When Heather left her role at Walmart, she was confident that she could offer strong insights into successfully doing business with Walmart. Andy’s path was different, but as a senior leader in the industry, he finds a lot of fulfillment in sharing his experiences with clients as they handle rapid growth and all the challenges that come along with it.
TB: How is Lean In different from a standard rep group?
LI: We tend to be somewhat exclusive with the lines we manage, not taking on everything that comes along. We go deep with the brands we represent rather than taking a shotgun approach, taking everything on and hoping something “sticks.” This makes us unique — and uniquely successful. Our clients value our strategic focus, and it provides results.
TB: What can you share about your updated showroom experience and the benefits for companies that want to participate?
LI: Lean In Merchant Studios is an invitation-only 8,000-square-foot “museum of retail of the future.” Most of our meetings with Walmart and Sam’s Club occur here rather than at their offices, and we feature branded vignettes that are thought-provoking conversation starters meant to highlight key opportunities for our merchant partners. Included are holographic displays, vignettes that feature breakout successes from TikTok and other powerful retail channels, creative retail merchandising options, and much more.
TB: While Lean In exists in Walmart’s home base, how can it help manufacturers find placement at other major retailers worldwide?
LI: We have a network of affiliates that does business across every sector of retail in North America. While we focus on Walmart and Sam’s, we can assist toy companies in finding the right fit for sales teams virtually anywhere. Additionally, we have a network of international sales agents that can open doors in every major world market.
TB: What are some of the biggest success stories for Lean In clients?
LI: We’re incredibly proud of our work with Brickcraft over the past two years, which has resulted in placement not only in the toy department, but in electronics, seasonal, and with enormously popular main-aisle feature displays. Our team does a terrific job of expanding toy placement across several categories, including checklane, impulse, and even into the super-hot “Fan Shops” sections at Walmart. Recently, we walked retail with a client who wanted to tour every aisle, and as we did, it was eye-popping to see how many aisles across the store we had penetrated.
TB: How can Lean In help its clients navigate the challenges of retail and the various opportunities for on- and off-shelf displays?
LI: One thing that never changes is that change at Walmart and Sam’s is constant. Our team works with customers across numerous toy categories every day. We uncover many last-minute opportunities, and we’re all over it as it relates to understanding the continued evolution of merchandising here in Bentonville.
TB: On that note, you’ve also repped Sky Castle Toys’ buzzy Sticki Rolls and Vango’s #UpsideDownChallenge Game, MAGNA-TILES, Wild Republic, IScream, and Hape. Now, you’re working with small businesses like Skillmatics and others that maintain manufacturing infrastructures in India and other emerging markets. What advice would you give companies looking to make their grand entrance into the competitive retail space?
LI: A lot of times, when we’re talking with potential clients, we’re asked, “When is the best time to start?” Since we do business with toys outside of just the toy department and because there are numerous promotional windows at Walmart and Sam’s Club, we have one consistent answer: Now!
L.O.L. Surprise! Loves Hello Kitty and Friends Tots Ages: 4+ | MSRP: $12.99
Meet the eight limited-edition L.O.L. Tots inspired by the most iconic Hello Kitty and Friends characters, including Hello Kitty, Cinnamoroll, Pochacco, Keroppi, My Melody, Pompompurin, Kuromi, and Tuxedosam.
Gui Gui | Ages: 6+
MSRP: $9.99-19.99
Available: July 2025
Inspired by beloved beauty brands, this elevated, collectible slime features a layered unboxing experience, unique textures, accessories, and delicious scents.
Londyn Swing Set Ages: 2+ | MSRP: $2,450
This outdoor set, designed with a farmhouse aesthetic, includes swings, a full kitchen, a window box, a slide, and a rock climbing wall.
BLDR Chainsaw Man Buildable Action Figure | Ages: 8+
MSRP: $19.99
Inspired by the popular anime, this 311-piece set features 19 points of articulation and authentic details.
Bitty POP! Bitty City Ages: 4+ | MSRP: $7.99 | Available: Summer 2025
Funko fans can move their Bitty POP! Collections into a buildable city that connects Bitty POP! Towns, Rides, and more. Land, Construction, and Road Packs lay the foundation while “lifts” allow upward building. Each pack includes signs, props, and more.
Crayola Scribble Scrubbie Poolside Playset, Bluey Ages: 3+ | MSRP: $27.99
Bluey and her family join the Scribble Scrubbie universe. The set includes eight markers, a scrub brush, and Bluey, Bingo, Chilli, and Bandit figures.
Disney Angel Puppetronic by RealFX Ages: 6+ | MSRP: $79.99 | Available: Spring 2025
This Disney-inspired Puppetronic boasts more than 100 action and sound combinations for lifelike interactions. Angel includes blinking and squinting eyes, a moving mouth, and responds to touch.
Animagic Let’s Glo Seal! | Ages: 4+ | MSRP: $9.99
This squish and light-up pet floats in water and has LED lights for bright, glowing fun.
Mighty Morphin Power Rangers Combinable Dinozords | Ages: 4+ | MSRP: $17.99
Available: Fall 2025
Kids can collect the Mighty Morphin Power Ranger Dinozords and combine them to build the Battle Ready Megazord in two modes: Tank Mode and Fighting Mode. When combined, the set includes the Mega Power Sword.
MixMashers | Ages: 4+ | MSRP: $12.99-14.99
Collect, mix, and mash Transformers, Star Wars, and Marvel heroes and villains to create new characters.
Princess Castle with Royal Couple Ages 5+ | $139.99 | Available: August 2025
This has everything for a royal couple: a cat, a staircase, a throne room, and more. The set combines with the full Princess Magic line.
Sticki Rolls Anna & Erin
BFF Bracelets
Ages 5+ | $5.99
The viral hit Sticki Rolls brand expands with these wearable, shareable sticker bracelets inspired by popular YouTube content creators Anna and Erin. This set includes 160 stickers for kids to pull, tear, and share.
Ages: 6+ | MSRP: $12.99
Celebrate an iconic scene from Star Wars: Return of the Jedi with Tsum Tsum figures of Jabba the Hutt, Boba Fett, C-3PO, Luke Skywalker, and more. This set includes seven figures plus a large accessory piece.
Marvel Spider-Man
1:10th Scale Collectible with Scene | Ages: 14+
MSRP: $29.99
Inspired by The Amazing Spider-Man No. 302, this 1:10thscale collectible includes an environmental base, backdrop scene, and a collectible art card.
Glow Pad Animation Station | Ages: 5+
MSRP: $19.99
Available: Spring 2025
Kids can draw and trace on animation boards to bring their drawings to life. It includes a base, two boards, six color pens, eight LED lights, and more.
The Elf on the Shelf: A Christmas Tradition Limited 20th Anniversary Edition Ages: 3+ | Available: Holiday 2025
This limited-edition version of Santa’s Official Scout Elf features poseable limbs and a loungewear set. It also comes with a themed ornament and storybook.
PlushGoals Planet
Whimsical Wonders
Ages: 0+
MSRP: $24.99
Wander deep into the forest to find whimsical wonders and charming oneof-a-kind, adorable hybrid animal plush friends with unique personalities like Hunny the Bear-Bee (pictured).
furReal Maggie the Feed & Follow Cow Ages: 4+ | MSRP: $39.99
Available: Fall 2025
cow, is 9-inches tall and has more than 50 sounds. Kids can pet and feed her and she’ll respond with fun mo tion reactions.
Luna Storytime Projector Ages: 2+
MSRP: $69.99
Available: Fall 2025
Luna nurtures little ones while fostering independence with engaging content. Projection, read-along text, graphics, and music provide a multi-sensory story environment.
MGA’s Miniverse Make It Mini Dinosaurs (Jurassic World) Ages: 8+ | MSRP: $9.99
Available: June 2025
Kids will discover a mystery egg or cylinder inside each mystery capsule containing one of 12 surprise dinosaurs. Inject the egg or cylinder with the “Dino DNA” powder, shake, and reveal.
Star Trek Action Figures Wave One | MSRP: $28.99 Ages: 14+ | Available: Fall 2025
Wave one of Nacelle’s new line of 1:12-scale Star Trek action figures includes fan favorites and deep cuts that span the entirety of the franchise’s illustrious history. Captain Sulu (pictured), Captain Jellico, Weyoun, and Tuvix headline the first wave of these highly anticipated figures.
HEY
PEEPS EggMazing Egg Decorator Ages: 3+
MSRP: $27.99
The refreshed assortment includes green and purple bunny decorators that hold and spin hardboiled eggs for spring decorating fun.
Bluey Beach Day Sandbox | Ages: 1+ | MSRP: $74.99
Inspired by Bluey episode “The Beach” this newly designed sandbox brings Bluey excitement to the backyard.
Puzzle By Number — Activity Pads | Ages: 5+ | MSRP: $14.99
These travel-friendly Plus-Plus activity pads feature transportation, sealife, space, and fairytale themes, each with six builds and pieces that pack neatly into the included pouch.
NeeDoh Fuzz Ball | Ages: 3+ | MSRP: $3.99
Available: Spring 2025
This tactile sensory ball has a soft, velvety texture you can see and feel. Plus, all NeeDoh Fuzz Balls have a cloud squish experience.
Puppy Pile
Ages: 6+ | MSRP: $12.99
Available: Summer 2025
In this game, players race to collect the most of one dog breed while avoiding grumpy kittens.
Yes & Know — The Original Invisible Ink Quiz Books Ages: 7+ | MSRP: $7.99 | Available: Summer 2025
Yes & Know returns after 20 years with six new quiz books and improved invisible ink technology.
ZhuZhu City Ages: 4+ | MSRP: $9.99-24.99 | Available: Spring 2025
NumNums, Chunk, Pipsqueak, Jilly, Scoodles, and Mr. Squiggles are back and zip around a cityscape endlessly and unpredictably for tons of fun.
The Very Hungry Caterpillar Bakeshop — A Matching Game
Ages: 3+
MSRP: $13.49
Available: Spring 2025
Preschoolers can enjoy a fun and educational experience with the Very Hungry Caterpillar from The World of Eric Carle in this matching game for 2-4 players.
Happy Mochi
Ages: 8+
MSRP: $9.99
Available: June 2025
Play cards as pairs, follow color-matching rules and aim for “Happy Mochi” bonuses in this delightful game of strategy and luck.
Littlest Pet Shop
Pet Surprise Singles
Series 4 | Ages: 4+
MSRP: $3.99
Available: Fall 2025
The Littlest Pet Shop collection expands with Series 4 — a new wave of 18 new fun, fashionable pets to collect, including a golden panda. Each blind box has a new pet and accessory. Each PDQ display shipper contains one of each pet with no repeats.
Play-Doh Air Dry Clay Scented Variety Pack Ages: 4+ | MSRP: $14.99 | Available: Summer 2025
This set of 13 lightweight, crumble-free, sweet-smelling clays comes with double-sided sculpting tools, reusable molds, wiggly eyes, and an inspiration booklet.
RoseArt Crystal Gem Creations
Ages: 8+ | MSRP: $9.99-19.99
Available: April 2025
Crystal-like pieces combine to create sparkling masterpieces, including lotuses, bonsais, and succulents. The Blooming Lotus from the Sparkling Prism Collection (pictured) comes with 75 pieces.
Shashibo² (Shashibo Squared) Ages: 8+ | MSRP: $35.99
Players can create Shashibo structures faster with fewer cubes. Shashibo Squared is three designs in one puzzle cube, powered by 72 rare earth magnets for more than 210 possibilities.
WereBears | Available: Summer 2025
Straight from the 1980s, the WereBears are back. The relaunched British line includes detailed medium plush, small plush, and a highly collectible chase character, each with a transformation feature involving heads and claws.
Squid Games Surprise Capsules
Ages: 6+ | Available: Spring 2025
Timed to the U.S. release of Squid Games Season 2 on Netflix, this collection features eight characters to collect and display, each in a “Piggy Bank Capsule,” modeled after the iconic piggy bank suspended in the players’ barracks.
Sesame Street preCool Amazing Level 01 Model Kits Ages: 3+ | MSRP: $7.99 each
With these snap-together model kits, kids can build articulated figures of Cookie Monster, Elmo, Abby Cadabby, and Big Bird.
Marvel Minimates Spider-Man
Revenge of the Sinister Six DLX Box Set Ages: 8+ | MSRP: $39.99
Available: Fall 2025
Fans can re-create the 1990s “Revenge of the Sinister Six” storyline with 2-inch figures of Vulture, Electro, Doctor Octopus, battle-damaged Spider-Man, and Solo.
Run the Runway Fashion Design Kit | Ages: 8+ | MSRP: $49.99
Bring your designer dreams to life! This kit lets you create high fashion pieces from a fun collection of fabrics, trims and tools — no sewing required!
The Polar Express Battery Operated O-Gauge Train Set with Bluetooth | Ages 4+ | MSRP: $149.99
Available: Fall 2025
This year, families can showcase the magic of Christmas under their trees with this train featuring an engine, tender, three passenger cars, track, and accessories, all inspired by
(CHOOSE YOUR OWN ADVENTURE)
The Cave of Time
Ages: 8+ | MSRP: $8.99
Available: August 2025
Back in print after 25 years, readers can enjoy this Choose Your Own Adventure story with 39 possible endings.
Rail Racers Deluxe 90-Piece Set
Ages: 3+ | MSRP: $89.99 | Available: July 2025
This 90-piece set includes patent-pending Rails, microMAGS, and new pieces like gates and fences, which kids can use to build racetracks, ramps, and more.
Cows In Space
Ages: 6+
MSRP: $19.99
Available: July 2025
This action-packed two-player, hands-free game asks players to beam up as many cows as possible to an alien leader.
Twisty Petz
Collectible Pet
Friendship Bracelet
Ages: 4+
MSRP: $5.99-19.99
Available: Spring 2025
Kids can mix and match endlessly with these toys that function as bracelets or pets. Series 1 offers 48 collectible Petz in single bags and multipacks.
Horse Club Mobile Vet with Trailer
Ages: 4+ | MSRP: $99.99 | Available: July 2025
Little vets can care for and treat their animals with this
Barbie Deluxe Style
Doll Assortment
Ages: 4+
MSRP: $19.99
Available: Fall 2025
These glamorous dolls are dressed in eye-catching fabrics and elevated accesso ries for glitzy occasions and fashion-forward kids and collectors.
Soccer Launcher Ages: 6+
MSRP: $149.99
Available: Fall 2025
Through smart tech nology that activates in two ways, families can amp up their soccer training and improve ball con trol, striking technique, and overall game. The balls launch up to 12 feet.
Little People Caring Fun Animal Farm Ages: 1+ | MSRP: $42.99 | Available: Fall 2025
This two-story barn is filled with hands-on activities and features smart technology with more than 50 singalong songs, sounds, and phrases.
Magshuto Stunt Park Ages: 6+ | MSRP: $19.95
Kids can quickly load and launch their MagPods for endless trick shots
Be Loved Babies Mini Ages: 1+ | MSRP: $14.99
Available: Spring 2025
These dolls provide warmth and cuddles to kids who love imaginative play. Each doll dresses in a trendy outfit and has a pacifier and matching headband.
Numberblocks Recordable
Music Player | Ages: 3+
MSRP: $29.99
Available: Spring 2025
This portable player features 15 Numberblocks sounds and songs, and kids can record and playback up to 90 seconds of custom audio.
Gumball Magic Ages: 4+ | MSRP: $29.99
Available: Spring 2025
This refillable gumball machine has lights and sounds and reveals a soft, squishy, collectible plush called a Wishie with the wave of a card.
PHOENIX INTERNATIONAL PUBLICATIONS
Disney: Where’s Stitch? Look and Find Book Ages: 3+ | MSRP: $10.99
Little readers can find Stitch on his cosmic adventure in this book filled with busy scenes.
Swift Clicks Heishi Bracelet Maker
Ages: 8+
MSRP: $24.99
Available: Spring 2025
With this 2,047-piece bracelet maker, tweens can rotate the carousel and thread beads with one click, making accessories faster and easier.
Pets 2 Love | Ages: 5+ | MSRP: $9.99
With Pets 2 Love playsets, kids can carry a furry friend in style. Each heart-shaped purse reveals a cozy hideaway, doubles as a leash, and includes one lovable pet. There are
Disney Mickey Mouse
Clubhouse Magnetic
Tiles | Ages: 3+
MSRP: $49.99
Featuring Mickey and Minnie Mouse, Donald Duck, Goofy, and Pluto, this magnetic tile set promotes learning and hands-on play as kids explore shapes and build structures.
Rainbow Loom Autoloom Bead Bracelet Kit
Ages: 7+ | MSRP: $11.99
Available: Spring 2025
Tweens can load their bands on the posts and press the tab to craft Rainbow Loom bracelets two times faster than ever before. This comes with 1,500 bands and two Autolooms.
National Geographic Mega Space Activity Kit
Ages: 8+
MSRP: $19.99
This activity kit comes with more than 100 pieces and includes 76 glow-inthe-dark stars, a foam rocket launcher, constellation cards, and more.
Pocket Mod Lightshow | Ages: 8+ | MSRP: $499.99
This European-style vintage-inspired scooter has a 20mode, multicolor LED display and a vivid translucent light show alongside parental speed control.
Animakii | Ages: 5+
MSRP: $16.99
These colorful, anime-inspired, customizable kawaii dolls have swappable faces, hair, clothes, accessories, and 11 points of articulation for posing for play and display.
Campfire Chatmallows Storytelling Set
Ages: 4+ | MSRP: $21.99 | Available: Spring 2025
Illustrated story starters and 12 squishy Chatmallows stoke self-confidence, thinking, and speaking skills in this storytelling game.
My Robotic Pet: Coding Chameleon
Ages: 8+
MSRP: $54.95
Available: May 2025
Tweens can build their own robotic reptile that responds to gestures, changes colors, fires, and retracts its tongue.
NERF Quietcourt
Basketball
Ages: 6+
MSRP: $19.99
Available: Summer
This indoor foam basketball bounces authentically without making a sound.
LEGO Coloring Sticky Notes + Gel Pen
Botanicals | Ages: 6+ | MSRP: $17.99
This sticky note set includes nine pads of 25 sheets in different colors, designs inspired by the LEGO Botanicals line, and one gel pen.
Foam Dice | Ages: 13+
MSRP: $19.99
Roll for an epic adventure with these large, colorful foam dice in sizes d4 to d20.
Disney•Pixar Toy Story Playing Cards
Ages: 6+ | MSRP: $9.99
Celebrate 30 years of Toy Story with this deck of playing cards. The back of each card looks like Andy’s quilt, with popular characters on the other side.
Feelin’ Cute
Ages: 6+ | MSRP: $16.99
Players evaluate and determine which member of the animal kingdom is the cutest in this game.
Ham Helsing: Monster Hunter
Ages: 10+
MSRP: $49.95
Available: Spring 2025
In this cooperative board game inspired by the graphic novel by Rich Moyer, kids can save the world and Mud Canyon using a deck-crafting system with transparent cards. For 1-4 players.
Mini Golf | Ages: 6+ | MSRP: $24.99
In this tabletop mini-golf game, players put balls into holes to collect Flag points and hit the ‘Tree Poppers’ to make them fly.
Candy Bears | Ages: 3+
MSRP: $5 | Available: Spring 2025
Kids and kidults can match their style or mood with these candy-inspired plushes. This series includes classic and metallic colors.
Switch-Eroo Sparkle, Glittery Color Changing
Markers | Ages: 3+ | MSRP: $12.95
Kids can get creative with this set of 12 shiny, sparkly markers. There is one mystery color in the mix.
WWE Championship Title Assortment | Ages: 6+ | MSRP: $21.99
Every kid in the WWE Universe can become a champion and act out favorite matches seen on RAW, SmackDown, and NXT. The adjustable belt is a perfect complement to kids’ WWE action figures collection.
Mighty Morphin Power Rangers
Auto-Morphin Figures
Ages: 4+ | MSRP: $9.99
Available: Fall 2025
With a simple press of the lever on each Power Ranger, kids can watch their favorite character morph from teen to Power Ranger.
Transformers Cyberworld
Scorponok Strike Battle Set
Ages: 6+ | MSRP: $59.99
Available: Fall 2025
This large-scale Scorponok figure doubles as a playset that works with the 4-inch Cyber Changers figures. The set has interactive features, including a buzzsaw arm, a claw hand, and a cyber bike.
SilverHawks ReAction Figures
Wave 1 | Ages: 14+ | MSRP: $25
This collection features the SilverHawks in ReAction Figure style. These 3.75-inch-scale action figures include Quicksilver, Steelheart, Bluegrass, and Mon*Star with vac-metal accents inspired by the toys of the 1980s. ReAction Figure stands (pictured) are sold separately.
Cyberpunk: Edgerunners
Ages: 13+
MSRP: $30-45
Available: Spring 2025
The hit anime series Cyberpunk: Edgerunners, based on the video game Cyberpunk 2077, jumps from screen to shelf for kidult collectors. This collection features highly detailed and posable 1:12 scale figures.
9 to 5 Warriors Wave 2 | Ages: 15+ | MSRP: $29.99 (Standard); $34.99 (Deluxe) | Available: Mid-2025
The breakroom battles rage on, with six new recruits clocking in to join the fray. Office supplies inspire the Breakroom Bandits and Water Cooler Commandos, 3.755.25-inch action figures with limited articulation.
DC Super Friends Boom Blasters | Ages: 2+ MSRP: $9.99-29.99
Little superheroes can save the day with this collection, including the Batman Bow Blaster (pictured), Batman and The Joker Boom Blasters, and soft Power Pods (ammo) inspired by Superman, The Flash, and more.
Masters of the Universe X ThunderCats Figures
Ages: 6+ | MSRP: $19.99-29.99
Available: June 2025
Two iconic ‘80s action brands unite in this new line of mashup action figures. Characters include Lion-O and Battle Cat-Man (pictured), Cheetarah, and more.
Total Anime 6.5-inch Chainsaw Man
Action Figure
Ages: 8+ | MSRP: $16.99
Kids can re-create scenes from the anime with this articulated action figure. This action figure of Chainsaw Man comes with an interchangeable head, mouth, and arms.
Gremlins 2.5-inch Collectible Figures
Ages: 5+ | MSRP: $5.99
Collectors can bring Gremlins home with this surprise toy collection, featuring six figure designs. Just don’t get your Mogwai wet or feed them after midnight.
Heroes of Goo Jit Zu Meteor Madness Goo-Tron Supreme | Ages: 5+ | MSRP: $39.99
Available: July 2025
Goo Jit Zu is bigger than ever with this extra-stretchy figure. This figure is a mashup of three heroes featuring interchangeable heads, multicolored lights, three kinds of goo, and more than 35 sounds.
Lord of the Rings Deluxe Action Figures Series 9 Ages: 8+ | MSRP: $24.99 | Available: Fall 2025
Enter the Mirkwood forest with the newest action figures based on the Lord of the Rings film saga, including the elderly hobbit Bilbo Baggins and elf warrior Tauriel.
Ultimate Legends: 5-inch One Piece Ages: 4+ | MSRP: $10.99
These action figures capture the essence of the Straw Hat Pirates Luffy (pictured) and Zoro from One Piece with 27 points of articulation for dynamic poses and display.
Teenage Mutant Ninja Turtles
Classic Sewer Lair Playset
Ages: 4+ | MSRP: $69.99
Available: Summer 2025
This playset is inspired by the Teenage Mutant Ninja Turtles Sewer Lair Playset from 1989. The set features two levels with different play spaces connected by an elevator.
Stretch Armstrong Ages: 5+
MSRP: $14.99
Available: Fall 2025
The classic stretchy toy returns. This Stretch Armstrong figure has super flexible arms and legs that retract to their original shape.
World’s Smallest Godzilla Micro Figure Ages: 6+
MSRP: $6.99-7.99
Available: Spring 2025
The king of monsters is smaller than ever. This miniature Godzilla figure is 1.25 inches tall and comes with a mini case for display and storage.
DC Multiverse Batman Begins 7-inch Action Figure
Ages: 12+ | MSRP: $22.99
Inspired by the first chapter in Christopher Nolan’s The Dark Knight Trilogy, this Batman Begins action figure features Ultra Articulation with up to 22 moving parts. It includes four accessories, a display base, and a collectible art card.
Biker Mice from Mars Action FiguresWave Two | Ages: 14+ | MSRP: $34.99
Available: Late 2025
Nacelle doubled the number of figures for wave two, which features villains alongside two new heroes. Lawrence Limburger, Charley, Carbine (pictured), Greasepit, Doctor Karbunkle, and Fred the Mutant headline wave two, along with a slew of unique accessories and interchange able heads.
Smashers Dino Egg Hunt | Ages: 3+
MSRP: $34.99 | Available: Spring 2025
Embark on a Jurassic adventure with Smashers Dino Egg Hunt. Kids can discover more than 35 surprises, including fire-breathing dinos with lights and sounds, and mini dinosaurs to collect. Roar and dig for fun!
DŌTEKI Dynamic Battle System | Ages: 8+
MSRP: $5.99-24.99 | Available: Fall 2025
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.
Sockers Soccer Action Figures
Ages: 5+ | MSRP: $29.99
This collection of 8-inch action figures features soccer legends Lionel Messi and Kylian Mbappé. These figures have 10 points of articulation and detailed designs.
BEYBLADE X Clash and Carry Beystadium Battle Arena | Ages: 8+ | MSRP: $29.99
Available: Spring 2025
Kids can bring the battle wherever they go with this portable stadium, which folds closed for easy carrying and storage. It features the X-Celerator Rail and BEYBLADE X Gear System to level-up the top-based battles.
Decora Fashion Girlz — Wave 2 | Ages: 4+ | MSRP: $19.99
With their long, multi-colored hair, these 11-inch poseable dolls are fashion-forward and ready to take on the runway. New characters include Decora Dream, Pixelz, Regina, and Heather. Each doll comes with a doll stand, a signature plastic hairbrush, and flat and puffy sticker sheets to customize and create.
Bratz Goin’ Out Dolls
Ages: 6+ | MSRP: $19.99
Whether cruising the city streets or rocking it on the dance floor, when Cloe, Yasmin, Jade, and Sasha are goin’ out, they’re goin’ in their super stylin’ Bratz fashions and accessories.
Jem & The Holograms
Jem Classic 12-inch Fashion Doll
Ages: 3+ | MSRP: $24.99
Celebrate the 40th anniversary of Jem & The Holograms with this doll that comes with a VIP package, including a backstage pass, an outfit to become Jerrica, and a base that plays the original series’ theme song.
Living House
Ages: 4+ | MSRP: $99.99
This playset is what modern dollhouse dreams are made of. It includes five Playmobil people figures to inhabit the house and multiple sets of furniture for customization options.
Baby Alive
Bubble Tea Party
Ages: 3+ | MSRP: $24.99
Each baby doll comes with accessories for a delightful tea party. Kids can make the kettle bubble when they fill it with water and join their doll for afternoon tea. There are four dolls to collect: Berry Boo (pictured), Lala, and Sophia Sparkle.
Breyer Unicorn Magic Land Rover and Trailer Gift Set
Ages: 4+ | MSRP: $19.99
Two pearlescent unicorn ponies are ready for adventure in this colorful Stablemates gift set. It includes a diecast Land Rover with opening front doors and a connecting trailer with drop-down loading ramp.
Sparkle Princess Ages: 4+ | MSRP: $24.99 | Available: Fall 2025
Kids can collect Snow White, Cinderella, Sleeping Beauty, Rapunzel, and Belle, each with a sparkly twist: the dolls light up and feature a signature scent.
Disney Doorables Adoorbs Dolls — Wave 2 | Ages: 5+
MSRP: $14.99 each
Behind every door, there is a new a-door-able doll. There are five characters to collect, each with exclusive accessories.
Barbie Party Unboxed Doll and Accessories
Assortment
Ages: 3+
MSRP: $19.99
This Barbie set includes 10 surprises in each package, and Barbie can transform her look in hot and cold water.
MSRP: $9.99-24.99
Available: Fall 2025
Animal Kweens and Foodie Kweens join the Kweendom this fall. The spunky vinyl dolls are all about self-expression and come with their own display case and
Decora Ponyz
Ages: 4+
MSRP: $7.99
Kids can use the included stickers to decorate and customize these fabulous and glamorous ponies, unlocking their new friends’ unique personalities.
Kenya Dolls | Ages: 3+ | MSRP: $9.99-$19.99
The Kenya is the oldest ethnic doll brand in the U.S. These dolls come in a variety of styles and hair types.
Hello Kitty 4-inch Doll
Ages: 3+ | MSRP: $9.99
Available: Spring 2025
The 50th anniversary celebration of Hello Kitty continues with this range of sweet apple-scented Hello Kitty dolls, each with a unique theme: Classic (pic tured), Ice Cream, and Pop Star. Each doll comes in a window display box.
Royale High Surprise Locker (Series 2) | Ages: 5+
MSRP: $9.99
Unlock the fun with Series 2 Surprise Lockers. Kids can collect six dolls, mix-and-match outfits, and reveal surprise magical mystery purses.
American Girl Disney Princess Belle Doll Ages: 8+ | MSRP: $135
This 18-inch doll has eyes that open and close and a beautiful yellow gown inspired by the classic Disney film Beauty and the Beast
My Friends & Me Baby Doll
African American Girl
Ages: 2+ | MSRP: $59.98
This charming baby doll comes dressed in a sundress with a bow in her hair. Her packaging can be made into multiple crafts, including friendship bracelets, stickers, and cards.
Miraculous Ladybug Shake Surprise Ages: 4+ | MSRP: $9.99
Kids can add water and shake this toy to reveal a 4-inch Miraculous Ladybug collectible figure.
Open Stable “Little Horseshoe” | Ages: 5+ | MSRP: $59.99
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.
Theodora S.T.E.A.M. Girls | Ages: 3+ | MSRP: $39.99
These plush dolls represent the importance of STEAM skills. Choose from Silla the Scientist, Tyriqa the Techie, Elaine the Engineer, Antonia the Artist, and Maalika the Mathematician.
Miraculous Paris Scooter Ride | Ages: 4+ | Available: Fall 2025
Playmobil’s Miraculous collection expands with a variety of new figures and playsets, including the Paris Scooter Ride set, which includes two figures, a scooter, and more. The new range launches internationally in August with U.S. dates and pricing to yet to be revealed.
Bebe Calin Caroline | Ages: 18 MOS+ | MSRP: $45
This soft and cozy vanilla-scented baby doll is perfect for hugs and cuddles. It comes with an outfit, bottle, and pacifier.
Cry Babies Tiny Cuddles
Disney Angel and Simba
Ages: 18 MOS+
MSRP: $12.99 each
These cuddly baby dolls wear soft Disney costumes and can shed real tears for interactive play. Kids can collect two styles: Angel and Simba (pictured).
Baby Born Birthday Baby Ages: 3+ | MSRP: $29.99
This baby doll is dressed in birthday party attire and comes with a miniature birthday cake. Her face changes from clean to messy, just like a real baby who is eating their first birthday cake.
Carmen Sandiego
Classic 12-inch Fashion Doll
Ages: 3+ | MSRP: $24.99
Based on the Netflix series, this doll features multiple fashion pieces so she can switch disguises quickly, as well as a speaker that plays her signature theme song.
Picture this: The Elf on the Shelf Scout Elf perched on a shelf, ready to bring joyful family moments and memories that will last a lifetime to the most magical time of the year. Known worldwide as the one and only elf trusted to help manage Santa’s official Nice List, the holiday tradition has captured the hearts of millions. In 2025, The Lumistella Company celebrates an incredible milestone with its global partners and fans worldwide — 20 years of The Elf on the Shelf! What started as one family’s tradition has snowballed into one of the most beloved global holiday traditions, spanning 44,000 stores in 26 countries, making the brand as much a part of Christmas as stockings and tree lights.
The Lumistella Company’s impressive franchise portfolio, which lives under Santaverse, the enchanted
world of Santa Claus, also includes Elf Pets, Elf Mates, Noorah, and more. With an entire universe of beloved characters and stories that inspire the goodwill of Santa’s North Pole and playability for every month of the year, each product is more than just a toy; it’s an opportunity for families to create joyful family moments even after the decorations come down. More than 31.3 million Scout Elf, Elf Pets, and Elf Mates have been adopted globally since 2005, captivating families from the U.S. to Australia.
In honor of the 20th anniversary, The Lumistella Company will release limited-edition collectors’ items, including a 20th-anniversary tradition box set and a commemorative Scout Elf Carrier, and introduce a brand-new character, Razzle the Celebration Snowman. In addition, new holiday experiences and licensing partnerships will engage fans in the celebration through a variety of mediums, including animated content, gaming, publishing, and more.
Looking toward the holiday season and beyond, there’s no slowing down for The Lumistella Company
and Santaverse. With new products, expanded retail partnerships, and even more immersive experiences on the horizon, the future is brighter than ever.
Visit The Lumistella Company at Toy Fair New York, Booth No. 1907, to celebrate 20 years of The Elf on the Shelf, get a firsthand look at what’s to come, and see how you can be a part of shaping holiday magic for generations to come.
Here’s to 20 years of holiday enchantment — and the many more magical moments ahead!
Creator 3-in-1 Wild Animals: Panda Family | Ages: 8+ | MSRP: $39.99
Young builders can create three wild animal families with the same 626 LEGO bricks, including penguins, orcas, and pandas.
Don’t Let The Pigeon Build The Bus — Magnetic Tile Set (CreateOn) Ages: 3+ | MSRP: $34.99
Mo Willems’ popular storybook pigeon comes to the construction category with this magnetic tile set that little ones can use to extend storytime into playtime. Each piece features colorful graphics inspired by the books.
Block Tech Block Bouquet — Peony | Ages: 8+ | MSRP: $3.25
Available: April 2025
Tweens, teens, and kidults can snap these blocks together to build a realistic, 80-piece peony flower, then combine with other sets (sold separately) to make a full bouquet.
BLDR Sanrio Hello Kitty’s Dream Cafe With Hello Kitty, Pompompurin & Cinnamoroll Ages: 8+ | MSRP: $29.99
Enter the world of Hello Kitty with this 354-piece construction set. Kids can build the cafe and enjoy 360-degree play for hours of fun. The set comes with Hello Kitty, Cinnamoroll, and Pompompurin figures and the bricks are compatible with all major construction brands.
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.
Tile Town Recycling Truck Ages: 2+ | MSRP: $19.99 | Available: July 2025
The Tile Town range expands with this six-wheeled deluxe recycling truck. It comes with 12 standard tiles, one magnetic figure, and two action tiles. The included recycling worker engages the action tiles, making the dumpster lift and the trash emptying feature work.
Connetix 48 Piece Roads Creative Pack Ages: 3+ | MSRP: $149.99
This 48-piece set includes sleek black magnetic quarter circles, arches, intersections, and ramps that kids can use to build roads, raceways, skateparks, cities, and more, all compatible with existing Connetix Tiles sets.
Crayola Pip Tiles 24-Pieces Bold Colors
Ages: 3+ | MSRP: $24.99
Kids can create endless structures and patterns in bright, vibrant, crayon-inspired colors with these mini-magnetic building tiles.
MAX Premium: Retro
Ages: 6+ | MSRP: $7.99
Available: Spring 2025
Kids and kidults can take a trip down memory lane with this collection of six retro-inspired building sets, each with up to 221 premium pieces. Styles include a TV, camera, boombox, and more.
Disney Frozen Castle Magnetic Tiles Set
Ages: 3+ | MSRP: $49.99
Young builders and Disney fans will feel like they are in the Frozen world of Arendelle as they build it with this magnetic tile set featuring characters like Anna, Elsa, and Olaf.
Blockables | Ages: 2+ | MSRP: $19.99-39.99
This collection of snap-and-play wooden blocks and felt accessories is easy to grip and ready for young ones to build, stack, and link in every direction.
Techno Gears Marble Mania
Extreme Glo Freestyle
Ages: 8+ | MSRP: $64.99
Creative builders can use gears, 3D connectors, LED light modules, spinners, and more to build endless versions of the ultimate marble run.
Brixies
Birthday Cake
Mini Brick Postcard
Ages: 8+ | MSRP: $10
When a normal card isn’t enough and you can’t give them a cake, this pastel building block kit might be the perfect postcard to send.
Wise Block Race Car
Ages: 8+ | MSRP: $16.99
Young racers can build a remote-controlled car with 414 pieces, then get ready to race. This STEAM-accredited set includes an electric motor and a 4-direction remote control.
Tooblerz
Silly Monsters Building Set
Ages: 6+ | MSRP: $5
Available: Summer 2025
These fuzzy sticks and accessories act as funky friends and fidgets for kids and adults to twist, bend, build, play, and create.
Tecti | Ages: 12+ | MSRP: $44.99
Tecti is a scalable, modifiable, kinetic building system. Using the interlocking, moveable cubes, tweens and teens can create more than 50 structures for hours of fun and creativity.
Rocket Launcher | Ages: 6+ | MSRP: $24.99
Space-minded kids can build their own rocket launcher with an easy-to-understand guide. Then, it’s time for lift-off as the rocket launches into the air.
Puzzle By Number — T-Rex
Ages: 5+ | MSRP: $14.99
This dino-themed set combines a paint-by-number game with the classic satisfaction of a puzzle. Young puzzlers match each number with the corresponding color; no glue or ironing is required.
Numberblocks
Wooden Building Blocks Activity Set
Ages: 3+ | MSRP: $29.99
Numberblocks introduce kids to simple math involving numbers and counting in a fun, stackable way. Inspired by the Netflix series, this set features 20 activities to extend the play beyond the building.
Lincoln Logs
Beechwood Retreat
Ages: 3+ | MSRP: $49.99
Available: Fall 2025
This set has a unique assortment of 105 wood logs and sturdy plastic pieces, offering kids endless possibilities to build their own mini homes and neighborhoods.
Tile Town —
Bluey Tree House (Moose Toys)
Ages: 3+ | MSRP: $49.99
Available: July 2025
The world of BBC Studios’ Bluey expands with this tree house that preschool ers can build with colorful, sturdy magnet ic tiles. The immersive features include a moving swing and a working light.
Knotz Animals
Ages: 8+ | MSRP: $9.99
The yarn-ball blind capsule includes everything needed to create one of 12 soft pals, including instructions and materials for making the animal friend, fashionable accessories, and more.
Handful of Charm Jewelry Set
Ages: 8+ | MSRP: $19.99
Kids can create charm necklaces with the kit’s four unique lengths of chains and 32 charms.
Elmer’s Stretch ‘N Create 18ct Keychains and Ornaments Kit
Ages: 6+ | MSRP: $19.99
Kids can craft unique creations that stretch like slime and shape like dough. When the dough hardens after 10 minutes, kids can mold it to create keychains and ornaments.
Learn to Draw Projector
Ages: 5+ | MSRP: $29.99
This projector features a height-adjustable light source that reduces shadows while sketching. The kit includes nine markers and four image discs featuring 25 animals.
EggMazing Egg-cessory Pack Ages: 3+ | MSRP: $9.99
Kids can decorate their eggs with jewels, colored markers, foam letters, and decals. The set is compatible with other EggMazing Egg Decorators.
Mini Maker Ages: 6+ MSRP: $19.99
With 30 mini collectibles, kids can design tableware, cure it with the UV oven, and create a tea party or birthday scene with the packaging.
Harry Potter – Hogwarts Castle Jigsaw Puzzle Ages: 14+ | MSRP: $24.95
The 1000-piece puzzle features high-detail illustrations of the Hogwarts Castle. Once complete, the puzzle
The Kind Mind Co. Art Class Bundle Complete Set Ages: 3+ | MSRP: $189
This bundle includes every item in the adaptive art tools collection, including four T-shaped grip tools, six grip foam rollers, three two-way foam grips, and more.
STMT D.I.Y. Glitz Bead Case Ages: 8+ | MSRP: $29.99
Kids can make and wear trendy bracelets with more than 500 jewelry making essentials. The craft kit comes with 1000 dazzling beads, charms, elastic cording, and friendship thread.
Just Add Marshmallows — Science + Art Kit Ages: 8+ | MSRP: $24.99 | Available: Summer 2025
This STEAM kit combines education and entertainment with more than 25 fun-filled projects in which kids use marshmallows in every activity.
Snowy the Mouse Holiday Puzzles
Ages: 3+ | MSRP: $11.99 | Available: July 2025
Kids can re-create their favorite scenes from Snowy’s cartoons with the Snowy’s Magical Christmas Eve Holiday Puzzle (pictured) and Snowy the Mouse Halloween Puzzle.
S’NOODLES
Ages: 4+ | MSRP: $9.99 | Available: Spring 2025
Kids can engage in mess-free crafting by dampening, dabbing, and sticking the brightly colored S’NOODLES together to make colorful creations.
Creative Roots Paint Your Own Axolotl Stepping Stone
Ages: 8+ | MSRP: $7.99
Kids can add whimsy to their gardens with this all-in-one kit, which features a 7-inch ceramic axolotl stepping stone with a mosaic-stye design.
Lite-Brite Color Pop! Rainbow Dreams
Ages: 6+ | MSRP: $19.99 | Available: Fall 2025
This Lite-Brite features six colorful templates of rainbows, unicorns, castles, and fairies. The set includes 650 vibrant mini pegs and features four light modes.
BIZYBOO Easter
Colorable Seek ‘N’ Find
Busy Bags
Ages: 2+ | MSRP: $19.99
This Easter-themed activity set includes six bright markers and two colorable busy bags.
Disney Stitch Slimy Creations Studio
Ages: 6+ | MSRP: $24.99 | Available: May 2025
Disney’s Stitch and Angel join the world of slime creation in this craft studio kit. Kids can use the ingredients to make fun mini-Slimy creations and store their slimy combinations in the Stitchthemed containers.
Hand Stitching
Embroidery Kit
Ages: 7+
MSRP: $23.97
This arts and crafts kit has ev erything needed to create embroidered designs. Designed for beginners, this kit offers hours of fun and an educa tional craft for kids.
World’s Smallest You Create
Ages: 6+ | MSRP: $5.99-7.99 | Available: Spring 2025
Kids can create at the smallest scale with the You Create collection, which includes miniature versions of scratch art, stamp art, and watercolor.
Spirograph Machine
Ages: 8+ | MSRP: $24.99
This set, celebrating Spirograph’s 60th anniversary, features the first-ever electronic Spirograph. Kids can create thousands of designs by inserting the markers and pushing buttons to select the number of rotations to make.
Decorate Your Own Water Bottle Craft Kits
Ages: 6+ | MSRP: $16.99 | Available: Spring 2025
Kids will love personalizing their own water bottles with these fun kits – updated for 2025 in mermaid and unicorn themes. They’re safe, creative and so sparkly.
Sticker Wow!
Ages: 3+ | MSRP: $11.99
Available: Spring 2025
Kids can continue stamping stickers and completing activity pages with two new Sticker Wow! characters, Parsnip the Bunny (pictured) and Sparkle the Purple Unicorn.
WaterPlants
Ages: 14+
MSRP: $29.99
This kit includes everything needed to grow some of the smallest aquatic plants in the world. Kids can use the cork to illuminate their aquascape with three LED accent lights.
Super Entrepreneur Bead Kit Ages: 6+ | MSRP: $75
Kids can start a business with a bead kit featuring more than 630 gems and charms, crafting tools, and interactive guides for design precision. It all comes in a travel case.
Hello Kitty Shashibo Series Ages: 8+ MSRP: $25.99
Kids can unlock more than 70 mesmerizing shapes with magnet ic puzzle cubes featuring classic Hello Kitty and Friends artwork.
Kinetic Sand Splash Starter Case Ages: 3+ | MSRP: $14.99
The starter case features six ounces of blue Splash sand that changes color in water. The set also includes a rake, two molds, and an enclosed play space for on-the-go fun.
Play-Doh Blooming Flowers Garden Toy Playset Ages: 3+ | MSRP: $19.99
Little florists can fill the garden box by making pretend flowers from Play-Doh. The kit includes six unique shapes, a flowerpot, a vase, five compound cans, and gardening tools.
Hey Clay Easter Studio Ages: 3+ | MSRP: $19.95
Kids can celebrate springtime by decorating eggs with vibrant shapes and patterns made of clay.
Rainbow Loom Mighty Loom | Ages: 7+ | MSRP: $11.99
Kids can make colorful bracelets, charms, and more with 1,200 bands and two looms that can connect side-byside or end-to-end.
Crayola Marker Airbrush | Ages: 6+ | MSRP: $19.99
This DIY kit includes a hand-powered airbrush, eight washable markers, and five reusable stencils. Kids simply load the marker and press the button to spray their designs on paper.
Harry Potter Magical Letters & Seals Craft Kit
Ages: 8+ | MSRP: $24.95 | Available: Fall 2025
Fans of the Wizarding World can make letters, parchment scrolls, and more with this craft kit. The set features a kid-friendly sealing compound and the Hogwarts stamp for sealing documents.
OOLY x Peanuts
DIY Shrink Art Kit
Ages: 6+ | MSRP: $14.95
Available: April 2025
Kids can make Peanuts-themed accessories with 20 colorful Snoopy charms that shrink when baked. The kit includes ball chains, colored cords, mini-paint markers, and more.
Jixelz Remix Kirby Star 750 Piece Set
Ages: 8+ MSRP: $13.99 | Available: Fall 2025
Every piece of the Kirby Star Set is identical in shape, eliminating the frustration of match ing. Once complete, kids can hang it on the wall or stand it on a shelf.
Babidoux Starry Dreams | Ages: 0+ | MSRP: $27
This 8-inch baby doll has a small jingling bell and many grip points that are easy to grasp with small hands. It also features Corolle’s signature vanilla scent.
Cheeky Chonks
Ages: 4+ | MSRP: $9.99
This reversible food-themed plush range has a cheeky twist and is ready to make everyone laugh. Nine different 5-inch characters are
Scruffaluvs
Ages: 2+ | MSRP: $19.99
Available: July 2025
Kids can rescue a plush pet and wash, dry, and groom their new friend. Kids won’t know if they got a puppy, bunny, or kitty until the grooming process is complete.
Snackles Series 3 14-inch Snackle
Ages: 0+ | MSRP: $14.99
Available: Summer 2025
New characters join the Snackles lineup, each with a favorite
Daniel Tiger’s Neighborhood Cutie Plush by JAKKS Pacific | Ages: 3+ | MSRP: $34.99
Available: August 2025
The characters from Daniel Tiger’s Neighborhood return in plush form. Preschoolers can collect Daniel Tiger, Jodi, O the Owl, Tigey, Katerina Kittykat, and Miss Elaina.
Feelings Family Hand Puppets — Loved, Nervous, Frustrated, Lonely, and Excited
Barney’s World Sensory Barney Ages: 2+ | MSRP: $17.99
Available: Spring 2025
This soft plush Barney offers a wide variety of sensory options for kids. Kids can self-soothe and learn to calm all the small and big feelings they experience throughout the day.
Baby Paws Cocker Spaniel Ages: 18 MOS+ MSRP: $14.99
With realistic traits like blinking eyes and adorable sounds, this plush pup is as cute as can be.
Cubeez
Ages: +0 | MSRP: $6.99
Available: Spring 2025
These soft, colorful cubes are made of squishy memory foam. They feature different textures and designs and can
Living Puppets — Smalls the Giraffe Ages: 3+ | MSRP: $59.99
This 21-inch-tall plush hand puppet is ready to join the show.
World’s Softest Plush Collection
Ages: 0+ | MSRP: $14.99-39.99
Proprietary Lush-Tec plush fabric makes this collection extra-lush special. The range spans several price points and includes animals, foods, celestial, and trend-right designs.
Care Bears Color Splash Collection
Ages: 4+ | MSRP: $12.97
Featuring unique splashes of color and soft, sustainable materials, these Care Bears are irresistible from head to paw.
Pluzzles — Barnyard Series | Ages: 3+ | MSRP: $5+
These puzzle-piece-shaped plush have the faces of barn animals and are as cuddly as can be. They fit into each other with their puzzle piece shapes, making kids want to collect them all.
Mochi Puffs
Ages: 6 MOS+
MSRP: $9.99-17.99
Available: Spring 2025
These super-squeez able 7- and 12-inch plush feature Kawaii-inspired designs. Kids can collect a dragon, bear, cat, cow, frog, sloth (pictured), and unicorn.
World’s Smallest Plush | Ages: 6+
MSRP: $7.99-12.99 | Available: Spring 2025
Kids and kidults can collect miniature versions of their favorite characters, including Gumby, Care Bears, and My Litte Pony. Additionally, working miniatures of two icons from the 1990s — Tickle Me Elmo and Furby — join the World’s Smallest lineup this season.
Emotional Support Pals
Ages: 0+ | MSRP: $14.99+
These collectible plush bring comfort and humor to kids and adults. They will have endless cuddles with their new friends, whether they choose the fries, nuggets, pumpkin spice latte, or another variety.
Deddy Bears Jumbo 12-inch Plush
Ages: 6+ | MSRP: $29.99
These plush teddy bears have a dark and eerie twist —
Greenhouse 12-inch Assortment
Ages: 3+ | MSRP: $12.99 | Available: April 2025
This 12-inch plant plush assortment features the lowest-maintenance plant friends that kids and kidults will
Club Mocchi — Mocchi — Suya Suya Waddle Dee
Mega Plush | Ages: 3+ | MSRP: $34.99
Designed in Japan, this cuddly plush makes Waddle Dee from the Kirby games cute and cuddly.
Pokémon Soda Pop Plush
Ages: 0+ | MSRP: $15.99
Pokémon Trainers can collect three unique retro-inspired Pokémon designs with pastel soft exteriors.
Wren | Ages: 3+ | MSRP: $59.99
Wren packs the soothing comfort of real-life purs into a soft and cuddly plush.
PlushGoals Planet — Cozy Days
Ages: 0+ | MSRP: $14.99 | Available: April 2025
Kids can treat themselves to a cozy day in with this cuddly collection of plush friends, each of whom enjoys activities at home.
Fart Monsters
Ages: 3+ | MSRP: $24.99 | Available: Spring 2025
Kids can collect six silly and smelly plush characters, each with their own gourmet scent and a self-inflating whoopee cushion packed inside.
With new deals worldwide, the Fugglers are taking over.
by JAMES ZAHN, Editor-in-Chief
It’s been 15 years since Louise McGettrick first listed a batch of handmade figures called “Fugglers” on Etsy. The mischievous plush “funny-ugly monsters,” each with human-like teeth and a signature “BUTT-on hole,” gained a following, eventually landing with licensing agent Michael Goodman, who sold the Fuggler brand to Spin Master in 2018.
From there, licensee Addo Play put its stamp on the brand with distribution through ToyMonster. Now, under the management of Libertas Brands, Fuggler is growing with new products in multiple categories from a pair of new licensees: ZURU and PMI Kids’ World.
“Fundamentally, Addo Play did an amazing job of establishing Fuggler as a collectible plush brand by dropping many new themes and characters each
Fuggler Fart Face
Ages: 4+ | MSRP: $9.99
Available: Fall 2025
Fart Face Fugglers plush have funny designs and motion-activated fart sounds that come from their signature
year in differing sizes and accessible price points,” says Mark Kingston, CEO & Co-Founder at Libertas Brands. “With the scale and reach of ZURU, they’re doubling down on this strategy and releasing over 150 new plush items in 2025 — constantly providing newness into the brand.”
Kingston notes that PMI Kids’ World is following a similar plan for its extensive line of collectible and interactive figures, “providing fans with a way to expand their Fuggler collection through unique new items ... Always with the Fuggler DNA — ugly but cute!”
Retailers looking to make a statement can stock Fugglers in various sizes, ranging from 3.5-18 inches, with new themes and characters, including pop-culture mashups with Gremlins, DC Comics, Lord of the Rings, and more.
Fuggler Farting Figures 1-Pack Window Box
Ages: 6+ | MSRP: $9.99 | Available: Spring 2025
These Fuggler figures have odd eyes, twisted grins, and a motion sensor that triggers farting sounds. There are four farting friends to collect. Toot, toot!
STAT SHOT
7
Million Plush Sold in 2024
500+
Estimated SKUs in 2025
20
Global Licensing Partners
70
3-Minute YouTube Episodes
Fuggler Vacay Vibes
Ages: 4+ | MSRP: $7.99
Available: Spring 2025
These mischievous creatures are sneaking into your suitcase, ready to ruin your vaca tion with their antics.
Little Tikes Creative Chefs Pizza Kit
Ages: 3+ | MSRP: $24.99
This culinary role-play kit offers young chefs an immersive and realistic cooking experience with Make-It Mix, a reusable, moldable play sand that’s perfect for sparking creativity and imagination.
Goodyear Pressure Water
Cleaner Set
Ages: 3+ | MSRP: $49.97
Kids can clean their pretend cars, driveways, and more with this 7-piece role-play set. The set includes a water pressure tool, goggles, and a Goodyear-branded apron and hat.
Aviana Gourmet Play Kitchen
Ages: 2+ | MSRP: $1,000
Mighty Morphin Power Rangers
Power Morpher
Ages: 4+ | MSRP: $16.99
Available: Fall 2025
Kids can pretend to summon the spirit of a Dinozord and become a member of the Mighty Morphin Power Rangers with this Power Morpher featuring five Power Coins and more than 40 sounds and phrases.
Little chefs can cook pretend meals with this farmhouse-themed play kitchen. The set includes a chalkboard with built-in magnets, a stove, a faucet, and more.
Purr-fect Wash ‘N Bead Bracelets
Ages: 8+ | MSRP: $19.99
Available: Spring 2025
With this 141-piece arts and craft set, kids can create stylish accessories by loading the washer, starting the “spin cycle,” and removing the basket. Once the beads dry, little crafters can start making up to five personalized bracelets.
Numberblocks
Mom’s Makeup Play Kit
Ages: 3+ | MSRP: $39
This role-play kit has everything kids would find in their mom’s makeup set, including mascara, lipstick, pink blush, a brush, and more. Kids can also decorate the compact case and tubes with gem stickers.
Martinelia Little Unicorn Beauty Set
Ages: 3+ | MSRP: $16
Kids can experience imaginative role-play with a unicorn-themed beauty set featuring two lipsticks, two glitter lip balms, and two glitter nail polishes.
Daniel Tiger’s Neighborhood Dress-Up Trunk by JAKKS Pacific
Ages: 3+ | MSRP: $34.99 | Available: August 2025
Imaginative kids can recreate their favorite moments from the preschool series with this dress-up set, complete with outfits and accessories for Daniel Tiger, O the Owl, Prince Wednesday, and Katerina.
Add It Up Mini Market
Ages: 3+
MSRP: $19.99
This set encourages math skills and creative problem-solving with a mini market playset that features 16 coins, Numberblock Four, a checkout counter, produce baskets, and more.
Harry Potter
Spectacular Spell Wand
Ages: 6+ | MSRP: $19.99
Available: Spring 2025
Young wizards can cast spells with this 11-inch replica Harry Potter wand. By waving the wand, kids can experience sparkle effects and sounds from the film series.
National Geographic Castle Blocks – 45-Piece Set Ages: 3+ | MSRP: $39.99
Medieval fun joins playtime in this 45-piece building set. Young kings and queens can build the castle of their dreams with the jumbo cardboard building blocks.
Stanley Jr. Garden Tool Set | Ages: 3+ | MSRP: $59.99
Kids can maintain their pretend gardens with this Stanley-inspired tool set, complete with a battery-operated chainsaw, a hedge trimmer, and a weed trimmer.
Spy Labs Incorporated: Digital Snake Scope
Ages: 8+ | MSRP: $39.95 | Available: Fall 2025
Young spies and detectives can complete their missions using the flexible 20-inch scope, which allows them to peer into tight spaces, look around corners, and even view things underwater.
Swirly Scoops Ice Cream Shoppe Ages: 2+ | MSRP: $39.99
With this ice cream-themed playset, kids can create pretend treats, mix-and-match flavors and toppings, and use the soft serve machine to make the perfect swirl.
Marvel Super Hero Trainer | Ages: 6+ | MSRP: $27.99
Aspiring superheroes can start training with this interactive electronic game. The game features 30 action-packed missions in which players will complete dynamic tasks by crawling, jumping, fighting, and more.
Elmer’s Gue 4oz Glassy Clear
Premade Slime | Ages: 3+
MSRP: $4.99
This slime is ready to play right out of the jar. Kids can stretch, squish, or twist the slime or add
ImagiPals Activity Surprise Ball Ages: 3+ | MSRP: $4.99
Each surprise ball (sold separately) offers an immersive collecting and coloring experience. It includes four crayons, stickers, a coloring sheet, a collector card, and an one of six collectible ImagiPal animal eraser figure. The ball is reusable and doubles as a cozy home for the ImagiPals.
Themed Vinyl Stickers Ages: 6+ | MSRP: $12.99
These sticker sheets include Pickleball and 1980s-themed designs that adhere smoothly to any flat surface.
Metalfigs | Ages: 8+
MSRP: $4.99
Available: Spring 2025
These 2.5-inch die-cast figures
SlideMinder
Ages: 6+ | MSRP: $14.99
Available: Spring 2025
This selfcontained, travelfriendly puzzle offers 50 challeng ing opportunities — or players can design their own and challenge a friend.
Fairy GardenBumz Ages: 3+ | MSRP: $4.99 | Available: Spring 2025
The plush BumBumz line expands with a fresh wave of characters, including Chris the Mushroom Cottage, Caramel Chipmunk, Grayce Gerbera Daisy, and more.
Squeeze Strawberry | Ages: 3+ | MSRP: $5-12.99
Adventure Partners Plush
Key Chain Collection
Ages: 0+ | MSRP: $12.99
Pokémon Trainers can catch 29 fan-favorite pocket monsters as plush key chains. Each features a Pokéball-shaped clip.
LEGO Star Wars Lightsaber Gel Pen with Clip
Ages: 6+ | MSRP: $4.99
This 5.28-inch gel pen replicates a lightsaber, “a more civilized weapon for a more civilized time.” It’s also the writing tool of choice for a Jedi or Sith.
Sweeten up the day with this cute, squishy, and oh-so-satisfying fidget. It’s a jumbo stress ball in strawberry form.
Restie Besties | Ages: 3+ | MSRP: $14.99 | Available: Spring 2025
These 2-pound, weighted plushes offer calming relief and are made with velvet-like fabric.
MGA’s Miniverse Harry Potter Make It Mini Honeydukes
Ages: 8+ | MSRP: $9.99
From Exploding Bon Bons to Chocolate Frogs, crafters will discover realistic mini supplies and accessories to create their favorite sweets inspired by Honeydukes from the Harry Potter films.
Fingerlings Pinkies
Ages: 5+ | MSRP: $6.99
Available: Spring 2025
The latest Fingerlings sit like fun, fluffy bracelets on a kid’s pinky or wrist. Each Pinkie has a unique tail and soft, cozy details.
Mini ERTL | Ages: 3+ | MSRP: $4.99 | Available: Fall 2025
Little farmers can collect John Deere ERTL farm vehicles in miniature. Each tractor or vehicle in this series includes a replica box for display and a collector’s guide.
Plip Charms | Ages: 4+ | MSRP: $8.95
Accessorize silicone bracelets with a satisfying pop. Each set includes a bracelet, a ring, and eight charms.
Tooth Fairy | Ages 4+ | $5.99
This tooth fairy figure’s box includes storage for lost teeth and the figure and its accessories can be combined with other Playmobil sets.
Tales of the Teenage Mutant Ninja Turtles: Burpin’ Turtles | Ages: 4+
MSRP: $4.99 | Available: Summer 2025
Kids can squeeze their favorite teen turtles to make them burp and belch. These odorless toys include eye-bulging, tongue-popping action.
Pukey Puffs and Puffy Puffs
Ages 3+ | $3.99-9.99 | Available: Fall 2025
GooNameez
Ages 3+ | MSRP: $4.99
When squeezed, these sensory collectibles provide a lava lamp effect, propelling a floating character into motion. Each comes on a keychain clip so kids can hook these on a backpack or use them as an accessory.
Kids can peel, stack, and create their own food-based characters with these collections of puffy stickers. More than 100 designs are available for endless combinations between Pukey Puffs (pictured) and Puffy Puffs.
Disney Duckalooz and Warner Bros.
Discovery Ducks
Ages 2+ | MSRP: $1 Fall 2025
These stylish rubber ducks might be The One, offering quack-tacular fun through favorite Warner Bros. and Disney characters like Superman, Batman, Wonder Woman, Minnie Mouse, Ariel, Tigger, and more.
Mini Brands Kawaii Capsule
Ages: 3+ | MSRP: $7.99 | Available: Spring 2025
Discover adorable, scented minis, squishy slime, and more in this capsules. There are more than 30 super cute Kawaii treasures to collect.
Real Littles Cutie Cups
Ages: 6+ | MSRP: $9.99
Available: July 2025
These mini tum blers are filled with matching food-themed stationery. The collectible cups include a clip for for easy accessorizing on backpacks, purses, and more.
MicroMAGS 26-Piece Travel Set
Ages: 3+ | MSRP: $19.99
MicroMAGS are 75% smaller than standard MAGNA-TILES and 100% compatible with other sets for play at home or on-the-go. The metal storage case also makes a perfect base for play.
Bluey Premium Cloud Slime
Ages: 6+ | MSRP: $7.99
This fluffy, blueberry-scented slime is packed with rainbow foam balls and promises squeezy, stretchy, sensory fun for all.
Micro Teenies! Disney Stitch Assortment
Ages: 4+ | MSRP: $3.97 | Available: Fall 2025
Kids can have big fun on a small scale with this micro-sized collection of Disney Stitch figures.
Karmagami
Ages: 4+
MSRP: $7.99 (single); $17.99 (gift pack)
This kaleidoscopelike toy promotes a calm mind for kids and adults through infinite loops and repetitive motor movements. Easy to use, it reveals four unique, colorful designs and flips infinitely.
Disney Crystal Surprise — Series 2
Ages: 3+ | MSRP: $5.99 | Available: April 2025
Series 2 of Cra-Z-Art’s Crystal Surprise offers sensory sand or slime, a collectible figure, and crystal accessories.
Strawberry Shortcake Bag Clips
Ages: 4+ | MSRP: $6.99
Classic Strawberry Shortcake characters take on a new form factor in these 2-inch bag clips, which attach to a bag, backpack, keys, or belt loop.
Butts On Things | Ages: 3+ | Available: Summer 2025
This new line, inspired by acclaimed artist Brian Cook, includes Blind Booty Bags, Figurines, Plush Clip-Ons, and Bodacious Plushies in 2D and 3D.
Care Bears Ooshies
Ages: 5+ | MSRP: $5
Kids can collect heartwarming Care Bears characters as 4-inch vinyl figures.
Slidewise
Ages: 7+ | MSRP: $12.99
Available: Spring 2025
ter tiles to spell the five-letter word with this brainteaser puzzle. There are 500 challenges to complete.
UNO Elite Draft Packs | Ages: 7+ | MSRP: $4.99
Players can expand their roster with 56 NFL player cards and four collectible foil cards. More than 2,000 player cards are available to collect, and each player has a special power when played.
Deddy Bears Blind Bags | Ages: 6+ | MSRP: $4.99
Collectible 4-inch plush Deddy Bears come in surprise bags, with six characters available to collect.
I Dig It! Dinos — Glow-in-the-Dark Dino Eggs
Ages: 6+ | MSRP: $2.95
the-dark dinosaur models, revealed after kids indulge in an excavation.
Teachers, parents, and others who have interacted with members of Generation Alpha have likely heard a new addition to their vocabulary: Skibidi. While the meaning of the word is vague, its origins are clear.
Skibidi Toilet is an animated YouTube series created by Alexey Gerasimov, also known as “Boom!” The series features the rivalry between Skibidi Toilets — toilets with human heads coming out of them — and the Alliance — humanoid figures with cameras, speakers, and TVs for heads.
The first episode of Skibidi Toilet launched on YouTube on Feb. 7, 2023. Two years and more than 70 episodes later, DaFuq!?Boom!, the channel that hosts Skibidi Toilet, has more than 45 million subscribers and more than 18 billion views. Before Gerasimov even started the Skibidi Toilet series, he caught the eye of Invisible Narratives, a production studio created by producer Adam Goodman and filmmaker Michael Bay, and its revenue and merchandising arm, INVIZ.
“We first came across Boom! when he was posting Transformers [previsua-
lization] videos on YouTube,” Goodman says. “It was clear to Michael and me that he had incredible instincts for cinematic storytelling — those clips weren’t just random; they were packed with energy, timing, and flair that grabbed our attention.”
Invisible Narratives acquired the rights to Skibidi Toilet in 2023. According to Goodman and Bay, the series had the power to expand far beyond YouTube.
“It was so out there, yet it felt genuinely disruptive in a way that perfectly aligns with what we do at Invisible Narratives: finding authentic IP where the audience already is and supercharging it,” Goodman says. “We knew right away it was more than a funny meme; it had the potential to grow into something truly massive.”
Bonkers Toys also quickly noticed the rising popularity of Skibidi Toilet Bonkers is a toy company that primarily makes licensed toys based on digital-first brands like Ryan’s World, Aphmau, and LankyBox.
“Our specialty is finding what we call ‘new media’ brands,” says Bonkers Toys’ Head of Brands Dan Meyer. “That’s where we play. Once we started looking at it (Skibidi Toilet), we were like, ‘Wow, this has all the elements of a disruptive action figure brand.’ … It was just so wacky and whimsical, and those are the types of elements that work in our industry.”
At Licensing Expo last year, Invisible Narratives and Bonkers Toys announced that a line of Skibidi Toilet toys would hit shelves in time for the holiday season. The initial launch in October included the Skibidi Toilet Mystery Surprise Toilet, a toilet featuring a spring-loaded head filled with mini-figures, stickers, and more; two collections of mystery figures; a line of action figures; and a collection of mystery plush.
“Being a mid-sized toy company, we can operate with a little bit more agility,” Meyer says. “We started talking to the INVIZ guys and Alexey towards the end of ʼ23. I think we struck a chord because we had a lot of credibility in the creator and new media industry. They also recognized that we could make it happen based on our history and our place in the competitive landscape. We got a deal together pretty quickly. Right away, early in 2024, we just started working on stuff together.”
Since the original launch, Bonkers Toys has unveiled the Skibidi Toilet Battle set, which includes three Mini Titan Figures, and the Skibidi Toilet Battle Bucket, which has 20 figures from both sides of the Skibidi Toilet vs. Alliance conflict. Skibidi Toilet also appeared in Fortnite in December with new character outfits, Back Bling, and weapons.
David Middleton, the owner of Midco Toys, a toy store chain in the U.K., knew the toys would be a smash hit before they were available.
“When Bonkers first showed me the products last February in Nuremberg [at Spielwarenmesse], I was already well aware of the demand and knew instantly that this was something people were already crying out for,” Middleton says.
His prediction was true, and Bonkers’ Skibidi Toilet collection was one of Midco Toys’ bestsellers throughout the holiday season.
“Kids go crazy when they see it; teens and tweens are the same,” Middleton says. “Parents are aware of it but sometimes have no idea what it really is. They know the kids want it and love it.”
Critics have flouted Skibidi Toilet as ridiculous both online and in the entertainment industry, even referring to it as “brain rot.” Middleton says these critics have it all wrong.
“People don't understand,” Middleton says. “Skibidi Toilet is a new IP that uses digital media in a way
that people over a certain age struggle to understand. The content is on trend, so much so that the older generation cannot get on board. Digital media is the future.”
Both Goodman and Meyer also likened the creation of Skibidi Toilet to the foundation of now-beloved toy brands, including Transformers and Teenage Mutant Ninja Turtles.
“For everyone, that’s like, ‘Yeah, but it's so weird.’ I'm like, ‘Yeah, flashback to the late ‘80s when something came out that was about teenagers that were mutants, and they were also ninjas and they were turtles. That was kind of wacky too, but that's what works,” Meyer says.
The year ahead features big things for Skibidi Toilet, including a new lineup of toys from Bonkers, a collection of Funko Pop! vinyl figures, and potentially the start of production for Skibidi Toilet movies and TV series. Regardless of all these big developments for the franchise, Skibidi Toilet has already won over the hearts of its audience.
“Kids love Skibidi Toilet because it’s entirely theirs — it’s not some retread of a decades-old cartoon that their parents grew up with,” Goodman says. “It’s fresh, weird, and has this wild, random energy that resonates with younger audiences in ways most traditional franchises can’t.”
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.
Dissect-It Discover-It Bigfoot Dig Ages: 6+ | MSRP: $14.99
Aspiring archeologists can use the 2-in-1 scalpel and tweezers to dissect the gel specimen and reveal hidden skeletal bones.
ToyBot | Ages: 3+ | MSRP: $119.99
Combining voice technology and hands-on play, this soft, huggable robot encourages kids to build their MESH skills through games and activities.
PHOENIX INTERNATIONAL PUBLICATIONS
National Geographic Kids: Dangerous Dinosaurs Sound Book Ages: 4+ | MSRP: $19.99 | Available: April 2025
The Age of Dinosaurs returns with this National Geographic sound book featuring 30 buttons that say 10 dinosaur names and other dinosaur-related sounds.
Cooper the STEM Robot Ages: 5+ | MSRP: $79.99 | Available: Spring 2025
Cooper features 10 screen-free coding challenges, reacts to its environ-
Toyzon COGZ: Mindful Motion
Fidget Gears – 12-Piece Set
Ages: 4+ | MSRP: $4.99
Kids can explore the concepts of motion by building, connecting, and spinning the vibrant, interlocking gears.
Hugarounds | Ages: 2+ | MSRP: $29.99
These lovable plush are weighted and warmable in the microwave. They have long, comforting arms that give wraparound hugs. Plus, their clay beads are non-molding and safe.
HyperTiles | Ages: 5+ | MSRP: $24.99
HyperTiles are construction toys based on a mathematical shape called a hyperbolic paraboloid. The shapes link together in infinite ways for three-dimensional fun.
Weird Science
8-in-1 Magical Potions Laboratory Ages: 8+ | MSRP: $6.99
Kids can mix up to eight potions using the included wand and watch unique reactions such as color-shifting, fizzing, and more.
Powerup Starflux
Smartphone Controlled Kit
Ages: 8+ | MSRP: $79.99
With its versatile design, this toy flies as two airplanes in one. Pilots can rotate the wings 180 degrees to transform the airplane’s shape, flight characteristics, and air performance.
BBC Earth All-in-One Extreme Chemistry
Ages: 10+
MSRP: $24.99
Developed by scientists, this kit features 10 unique, eco-friendly experiments related to Earth Science, including volcanic eruptions, crystal growing, and soap-powered boats.
U.S. Toy is the exclusive specialty distributor for Horizon Group USA in the U.S.
Hug-A-Lumps
Ages: 3+ | MSRP: $19.99 | Available: Spring 2025
Kids and adults who seek comfort can snuggle up with these 3.3-pound weighted plush characters. There are eight styles to collect.
Elmer’s 6ct Squshies Minis
Ages: 6+ | MSRP: $14.99
This kit creates squishy pet-themed toys when kids mix the ingredients and pour their mixture into the three Mystery Mini Molds.
Escape from Monsterland
Ages: 5+ | MSRP: $22.90 | Available: April 2025
Made in collaboration with the ANAR Foundation anti-bullying program, players must escape the dangers of Monsterland by solving tests involving bullying-based scenarios.
Emotion Blocks | Ages: 3+ | MSRP: $24.99
Kids can identify their feelings with 10 colorful and expressive blocks that feature different emotions, including happy, sad, angry, surprised, and more.
Snuggle Puppy Hero | Ages: 3+ | MSRP: $39.95
Kids can feel safe with this Snuggle Puppy, which features a real-feel heartbeat, tactile corners for sensory stimulation, and a huggable body.
Geladough | Ages: 3+ | MSRP: $9.99
Geladough combines sensory fun with the popular and sweet Italian dessert — gelato. Each package includes two scented fidget doughs and two mix-ins.
K’NEX Dynamic Dinos
Ages: 7+ | MSRP: $39.99 | Available: Fall 2025
Kids use this STEM-style building set to construct six
Express Your Feelings Sensory Bottles –Embarrassed, Silly, Surprised, Loved Ages: 3+ | MSRP: $24.99 | Available: Spring 2025
I Dig Dinosaurs T-Rex Dig Kit
Ages: 5+ | MSRP: $21.99
Available: October 2025
Young paleontologists can experience Jurassic fun with a kit that has everything needed to uncover 11 pieces of dinosaur bones.
STEMZ: The Flexible 3D Maker Toy Ages: 5+ MSRP: $9.99-14.99
Available: Fall 2025
Available in 36 (pictured) and 60-piece sets, these flexible toys offer endless exploration and learning through building unique creations.
Motor Gadgets | Ages: 6+ | MSRP: $37.99
Kids can rev up the fun by creating motor-powered STEM gadgets like a bubble machine, a tornado maker, a disc launcher, and a ball levitator.
Art Café Latte-Inspired Painting Set
Ages: 8+ | MSRP: $15.99
The set uses the pour-and-pull technique to create latte-inspired art. With the three colorful paint bottles, kids can create four unique paintings.
Spy Kit Ages: 7+ | MSRP: $49.99
Budding spies can learn, build, and activate more than 25 spy missions, including a working motion detector, voice changer, trip wires, vibration sensor, alarms, and more.
Saltwater Fuel Cell Robot
Ages: 8+
MSRP: $29.95
Available: May 2025
With this STEM experiment kit, young scientists can explore elements like electricity, currents, and electric potential by building a walking robot powered by salt water and magnesium.
National Geographic Epic Circuits Science Kit – 120+ Projects
Ages: 8+ | MSRP: $69.99
The science kit includes more than 120 experiments and activities featuring circuits and electronics. Young explorers can explore STEM elements by creating songs, flying a copter, projecting images, and more.
Build-A-Buddy Activity Board
Ages: 18 MOS+ | MSRP: $24.99 | Available: Fall 2025
Kids can create farm adventures with this John Deere activity board, which features buildable scenes, all-in-one storage, and a fold-out play area.
Operation Electronic Board Game with All-In-One
Carrying Case
Ages: 6+
MSRP: $19.99
The classic board game returns with a twist. Players can continue classic gameplay in Hospital mode or try Emergency Mode, in which players rush to remove the most ailments before time’s up.
Dr. STEM Toys Insect Explorer
Ages: 4+ | MSRP: $29.99 | Available: Spring 2025
Kids can examine and study bugs up close with this all-in-one kit. It includes a Bug Vacuum for up-close learning and a book with indoor activities for rainy days.
DK Virtual Reality Transport!
Ages: 8+
MSRP: $59.99
Available: Spring 2025
This 96-page activity set uses virtual reality and hands-on activities to showcase the world of transportation, including planes, trains, cars, and more.
National Geographic Kids
Junior Chemistry Lab Kit
Ages: 4+ | MSRP: $24.99
Young scientists can explore the exciting world of chemistry with this National Geographic kit, featuring 50 STEM-based experiments and more than 20 kidsafe lab tools.
GeoSafari Starview Telescope
Ages: 7+ | MSRP: $39.99
Available: Spring 2025
With this kid-friendly telescope, aspiring astronomers can learn to scan the sky, observe objects, spot constellations, and more with the included activity journal.
Wow in the World: The Amazing Human Body Ages: 4+ | MSRP: $24.95
This interactive, mechanical torso provides an X-ray view of the body and contains different interactive models demonstrating how major body systems work.
NFL Beach Balls + Pool Noodles
Ages: 8+ | MSRP: $14.99
Fans can rep their favorite team at the pool or beach with these NFL-licensed beach balls and pool noodles.
Ground Force Dune Runner | Ages: 13+
MSRP: $549.99 | Available: April 2025
Reminiscent of dune buggies and ATVs, this steel-framed adventure vehicle has a gripping padded seat, rear suspension, and a 350W high torque motor.
Tiki Bubble Machine | Ages: 3+ | MSRP: $19.99
This bubble machine fills the air with a flurry of bubbles with the flip of a switch. Designed to emulate a tiki torch, it has a built-in LED light, blows bubbles, plays tropical music, and detaches to become a transportable bubble wand.
Skip It
Ages: 5+ | MSRP: $19.99
This updated version of the classic 90s toy encourages kids to get up and move with lights, sounds, and a digital counter.
Pan For Gold Activity Kit
Ages: 6+ | MSRP: $19.99
The kit includes everything kids need to practice mining for gold, like a reusable pan, tweezers, an educational guide, and paydirt filled with fool’s gold.
Solarbots: Cosmic Explorers
Ages: 6+ | MSRP: $26.95
Kids can create five solarpowered robots and learn how solar energy powers different mechanisms, from a classic two-legged bot to a three-wheeled trike bot.
Plum Water Park Splash Station
Ages: 18 MOS+ | MSRP: $239.99
Families can bring the fun of a water park to their backyard by connecting a hose to this playset that features a slide, splash pool, and more.
Backyard Field Day
Ages: 5+ | MSRP: $24.99
With this set, kids can turn their backyard into the ultimate obstacle course. It includes foam mats, a jump rope, an exercise guide, and a stopwatch.
H2OGO! Monkey Island Mega Water Park
Ages: 3+ | MSRP: $349.99
Kids can bounce through the jungle bouncer and slide into a large splash pool with this two-in-one inflatable play set.
Nerf Super Soaker Mega Dunk-Fill Ages: 6+ | MSRP: $14.99
This water blaster can be refilled quickly by dunking the tank into any available water source, instantly getting players back into the game.
Playhut Stitch Crawl Through Play Tent
Ages: 3+ | MSRP: $29.99 | Available: Fall 2025
Kids can play alongside Stitch with this tent. It has
Little Tikes Football Pass Battle
Ages: 6+ | MSRP: $39.99
Available: September 2025
This exciting game challenges kids to match all the colors on one side by hitting the rotating targets with the football.
XSHOT Water Gatling Motor Soaker
Ages: 8+ | MSRP: $39.99 | Available: Summer 2025
Dominate summer water battles with this quick-refill blaster. It has a rechargeable battery and blasts streams of water up to 26 feet.
Pail Of Sunshine
Ages: 4+ | MSRP: $9.99
Dragon Ball Daima Power Pole
Ages: 4+ | MSRP: $19.99
This extendable pole has a carrying case and adjustable strap, making it easy for kids to take on the go for all of their epic adventures.
Budding gardeners can grow their own happy sunflowers with this kit, including a tin planter, a compressed peat puck, and a bag of seeds.
Wandini Glow.0 | Ages: 8+ | MSRP: $24.99
With this light-up wand, you can create your own light show. Loop the strap around your finger to make it look like magical floating lights.
Coastal Crab Sandbox | Ages: 18 MOS+ MSRP: $59.99 | Available: Spring 2025
The UV-resistant resin lid of this classic sandbox protects the sand from the elements year-round while doubling as the crab’s shell. No assembly is required.
NSG Pickleball Swingball | Ages: 4+ | MSRP: $39.99
Aspiring pickleball players can try the game with this set, including a checkerboard bat and tethered pickleball.
This tiny soccer set includes a ball, net, and kicker so kids can practice scoring goals on the go.
Rainbow High Littles Pool Day Playset | Ages: 4+
MSRP: $14.99
Kids can take their dolls outside and create a perfect pool day with this playset, including a pool, ladder, and an exclusive doll, Blush, Bella Parker’s little sister.
Candyland Splash | Ages: 3+ | MSRP: $14.99
This refreshing spin on the classic Hasbro game includes a splash mat that looks like the original board game and an inflatable die.
NFL Sticky Fingers Football & Glove
Ages: 3+ | MSRP: $29.99
This junior glove and lightweight foam football set help teach future football stars how to perfect their throws and catches with ease.
Koosh Kornhole
Ages: 5+ | MSRP: $19.99
Available: Spring 2025
This two-story playhouse features a built-in play kitchen with wooden pretend food, cedar window boxes for flower planting, and a slide. A swing attachment is sold separately.
Super Stitch R/C Ages: 3+ MSRP: $29.99
Footzyball
Ages: 7+ | MSRP: $14.99
This wearable and retractable foam kickball strengthens kids’ balance and coordination skills. It attaches to the waist via a clip-on attachment.
The easy-to-use 2.4GHz controller allows Stitch to surf and perform tricks. The R/C surf board also has a selfrighting feature if Stitch tips over and has a wipeout during playtime.
The soft and colorful Koosh balls included in this set make this version of cornhole easy for younger players and indoor and outdoor play.
Swimways Rainbow Reef | Ages: 5+ | MSRP: $14.99
Kids can collect all four diving toys (Swim Shady, Tuna Turner, LeBron Waves, and Guppie Goldberg) to turn their pool into a fun tropical reef.
Reign Two Story Playhouse | Ages: 2+ | MSRP: $4,500
NERF Super Soaker Minecraft Turtle | Ages: 6+ | MSRP: $14.99
Inspired by the turtle mob used in Minecraft, this turtle-shaped blaster features poseable flippers and blasts a steady stream of water to drench everyone in sight.
Candy-Scented Hoop | Ages: 6+ | MSRP: $2
This candy-scented hoop comes in assorted colors and adds an extra layer of sensory fun to outdoor play.
Pro Series II Optima Flying Model Rocket Kit Ages: 18+ | MSRP: $69.99
The relaunch of this classic vintage model rocket offers nostalgia and cutting-edge performance. Powered by 29mm engines, this rocket flies to a projected maximum altitude of 750 feet and utilizes a 24-inch parachute recovery system.
Riprider 360 Mini Lightshow | Ages: 3+ MSRP: $119.99 | Available: June 2025
With light-up rear caster wheels, this drift trike combines the fun of spinning and drifting with motionactivated LED light modes.
Aerobie Bounce Disc Ages: 5+ | MSRP: $14.99
Combining the bounce of a ball with a throwing disc, this toy offers unique possibilities for outdoor play.
Stanley Jr. Kids’ Outdoors Adventure Set Ages: 5+ | MSRP: $59.99
Kids can navigate the great outdoors with this set that includes junior-sized tools to build a compass, a magnifying glass, a set of binoculars, and a bug catcher.
Electro-Light Scooter
Ages: 5+ | MSRP: $59.99
Available: Summer 2025
With a button press, this scooter lights up at the deck and the stem and features an infinity mirror effect.
Jaws 50th Anniversary Deluxe Pool Float Ages: 8+ | MSRP: $74.99
This pool float celebrates the 50th anniversary of the film and makes it look like the monstrous great white is devouring you.
Soccer Dash | Ages: 6+ | MSRP: $49.99
Available: Fall 2025
Kids can play soccer at their level with this AI-pow ered reaction-based training game. It com bines smart technology with athletic skills to keep kids active and challenged while learning and playing.
Bluey Grannies Car Coupe
Ages: 18 MOS+
MSRP: $74.99
Inspired by the Bluey episode “Grannies,” preschoolers can cruise the neighborhood in this newly designed, foot-powered Little Tikes Cozy Coupe.
Uber Disc | Ages: 5+
MSRP: $6.99
This 10-inch lightweight disc, made with a soft foam edge, can fly more than 100 feet.
Kidtrax United States Post Office 2-in-1 Play Foot To Floor Ride-on | Ages: 1+ | MSRP: $39.99
This ride-on also doubles as a kid’s first walking aid and includes mail and packages for pretend play.
Outdoor Sensory Fine Motor Tools
Ages: 3+ | MSRP: $14.99
These sensory tools are made for outdoor use. Preschoolers can pull, squeeze, twist, and more to strengthen fine motor skills.
Droyd Ravage
Splash Jam Aquasword | Ages: 6+
MSRP: $19.99 | Available: Spring 2025
Kids can battle their friends with this super-soaking aqua sword. “Swash” buckling has never been so fun and so refreshing.
Ages: 13+ | MSRP: $499 | Available: Spring 2025
by TED MININNI, President & Creative Director, Design Force Inc.
As an expert in package design for the toy and entertainment industries, I have an opportunity to observe on an ongoing basis how the role of packaging is transforming. Today’s toy packaging is a strategic asset that enhances the brand experience at retail by engaging consumers emotionally. Heading into 2025, the industry is embracing innovation to meet evolving consumer expectations and address the needs of popular products in various categories. By focusing on emerging trends in structural and graphic design, brand owners and marketers can leverage their brands’ packaging to capture consumer attention and drive brand loyalty.
Let’s examine the innovation and emerging trends shaping the look of today’s toy packaging and determine where things are heading this year.
Consumers’ eco-consciousness pushes toy brands to adopt innovative, sustainable packaging solutions. Sustainability isn’t just an industry buzzword; it has become a core principle for all of us involved in toy brand packaging design. This shift has led to innovations in external packaging materials, including those we don’t see until we purchase the product.
For example, The LEGO Group is transitioning from single-use plastic to a paper-based substrate for its pre-packed bags, which come numbered according to the step-by-step assembly instructions.
The company’s website says that an unintended benefit of using paper is that it’s more fun to unwrap and that kids enjoy the added suspense of opening the bags during the building process. Following The LEGO
Group’s lead, look for more toy brands to move away from traditional packaging materials in favor of recycled cardboard, paper-based alternatives, and biodegradable substrates.
Sustainability is no longer just about using recyclable materials — it’s also about rethinking the structure and design of toy packaging entirely. Packaging that remains a part of the toy rather than needing to be discarded is increasingly common. Fisher-Price’s MEGA Bloks Big and Deluxe Building Bags’ packaging is essentially beautifully designed, soft window boxes that double as zippable storage containers, making clean-up and portability easy. Expect more structural innovations that integrate packaging into the product and play pattern.
Most of us think of interactive packaging as including QR codes or utilizing AR features. Although these interactive features are becoming more prevalent and do a great job of bridging the gap between
the actual physical toy and digital engagement, creating a multi-dimensional experience for users, I’m actually more excited to see an increase in structural innovations that elevate the unboxing experience by adding layers of storytelling.
Mattel’s Monster High Skulltimate Secrets Monster Mysteries fashion dolls feature an unboxing experience that requires a key to “unlock” the plastic inner packaging structure to “release” the doll. Along the way, new accessories are revealed from different chambers. The final step elevates the doll above the structure, which ultimately becomes her display stand.
ZURU has also taken interactive packaging and the blind box unboxing experience to another level with the Smashers Dino Island Gold Treasure Hunt. The toy is a gold plastic skull with a mini dinosaur popping out at the top. The skull’s interactive eyeball changes colors and says different phrases when pressed. The outer packaging is a shrink-wrapped label that tells kids all about what the skull contains. Once the shrink wrap is removed, kids break the seals under the base, then “smash” the sides of the skull to break it open and spill all the goodies and surprises. That’s when the fun begins. Kids follow the treasure map to unbag sand, slime, and tons of other treasure, including a shark and a dinosaur, to build and battle.
Crew Mix’s Mixing Truck packaging puts consumers on the construction site. The open platform box structure is shaped and illustrated to look like the scoop of a front loader. The bold orange and black palette trims the entire structure, framing an illustrated scene of dirt hills, a crane, and orange construction cones to tell an exciting construction adventure story in visual form.
Toy brands are clearly prioritizing the unboxing experience in consumer engagement, so I expect to see more interactive structures in various materials that take consumers on a journey
Source: Mattel
full of unexpected surprises as they discover what’s inside.
ENHANCING STORYTELLING WITH STRUCTURAL “ENVIRONMENTS”
As toy package designers, we’re continually evolving our strategies to engage consumers at retail amid the visual chaos of the toy department. We all know the power of storytelling to connect emotionally with consumers and generate a desire to motivate their purchase decisions. An emerging storytelling trend is treating package structure as an immersive, illustrated environment for the product within.
Cozy Dozys Jungle Series Java the Tiger packaging creates a jungle-themed cradle for the interactive baby tiger. Java looks right at home, swaddled in her bold yellow cradle, lined with lush foliage with a built-in handle. Spin Master’s PAW Patrol Rubble &
Packaging innovation will remain central to consumer engagement as the toy industry charges ahead. By focusing on sustainability, interactivity, the evolving unboxing experience, and powerful storytelling, toy brands can create packaging that captures attention and aligns with today’s consumer sensibilities.
Ted Mininni is President and Creative Director of Design Force, a design consultancy for global brand leaders in toy and entertainment. To learn more about the key design strategies his consultancy employs in the development of package design and style guide design for toy and entertainment brands, reach out to him directly at (856) 810-2277 or via email at tmininni@designforceinc.com. Visit designforceinc.com for more information.
Dynamic Pixel Piano | Ages: 2+ | MSRP: $44.99
This piano features three modes for kids to enjoy. In Piano Mode, kids will hear piano tones and see the corresponding lights on each key; Pixel Piano Mode reveals nine pixelated animals and their sounds; and Learn with Lights Mode guides players through five songs with lit keys.
Play+ | Ages: 0+ | MSRP: $7.99-49.99 | Available: Spring 2025
Play+ is a new baby collection complete with holistic teethers, toys, snuggles, books, and puzzles.
Crawligator | Ages: 4 MOS+ | MSRP: $89.99
Babies can rest comfortably on their tummies atop this alligator-themed toy, and then use their arms and legs to move forward in a crawling motion. It is available in seven colors.
Ages: 1+ | MSRP: $12.95
This travel-friendly toy includes two tactile sensory tiles for kids to move, switch, and replace with other Play Tab tiles. It also has a clip to attach to a car seat, a bag, or a stroller.
Crawl About Crab and Turtle | Ages: 6 MOS+ | MSRP: $17.99 each
The crab and turtle (pictured) move around the floor while playing three melodies that feature a tropical beat. Kids tap the top to wake up the animal and press it again to make it move.
Peeksville Haul & Seek Tractor | Ages: 18 MOS+ MSRP: $16.99 | Available: Spring 2025
Kids can pull the cart, lift the grille, pop the exhaust pipe, or hide the animals under the hay bales on the green-and-orange tractor.
Playmobil Junior & Disney: Peter Pan’s Splashing Pirate Ship | Ages: 18 MOS+ | MSRP: $54.99
This floating Peter Pan-themed pirate ship includes figures of Captain Hook and Peter Pan, plus octopuses and a parrot that turn into spray animals. It has several water features, including a smaller boat for water play.
Bexley by GUND | Ages: 1+ | MSRP: $39.99
This 12-inch plush has extra large paws, faux-suede embroidered paw pads, and soft fur.
Smart Steps Space Spin Sensory Wheel Ages: 6 MOS+ | MSRP: $6.95
This sensory wheel produces sounds when kids give it a spin. It stands upright, and has different internal apparatuses with space-themed items like rockets, stars, and globes.
Crayola Crayon Texture Art Set
Ages: 2+ | MSRP: $14.99 | Available: Holiday 2025
Little artists can use Washable Easy Grip Jumbo Crayons, textured rubbing plates, double-sided animal folders, and more for creative sensory play.
Disney Princess Cuddle & Care Set with Bitty Baby by American Girl Ages: 18 MOS+ | MSRP: $109 each
Kids can feed, rock, and change their Disney Princess-inspired Bitty Baby. The 10-piece Rapunzel, Ariel (pictured), and Moana dolls include different prin cess-themed accessories with colorful details.
Mickey Mouse Cash Register
Ages: 2+ | MSRP: $29.99 | Available: Fall 2025
Mousketeers can refine their counting and color recognition skills with this Mickey Mouse-themed register. Kids can watch the coins slide down the ramp, turn a crank to hear the bell ring, and watch the drawer open. It is available exclusively at Disney Parks.
My First Baby Doll | Ages: All | MSRP: $16.99
This lifelike baby doll looks and feels like a real baby. It is available in three different skin tones and eye colors, each in a pink onesie.
Lamaze Peek-a-Moo Friendly Barn
Ages: 6 MOS+ | MSRP: $14.99
This plush barn features crinkle flaps on the roof, satin ribbons, different patterns, a pancake plush with a crinkle texture, and a mother hen plush attached to the side of the barn.
Cubika Wooden Jumping Clowns
Ages: 18 MOS+ | MSRP: $20
Families can hit the blocks with the hammer to watch the clowns pop out. The toy is made from trees in the Carpathian mountains with colors from German water-based dyes.
Purple Monkey Musical Storybook
Ages: 6 MOS+ | MSRP: $10.99
This musical book plays the “Purple Monkey” song and has lights, two easy-to-turn pages, printed song lyrics, and illustrations.
CoComelon JJ’s Musical Barn Playset Ages: 18 MOS+ | MSRP: $19.99 | Available: Spring 2025
This CoComelon-themed musical barn plays three song clips and has eight different sensory features. Toddlers can practice color recognition and counting and take the toy on-the-go with
Ms. Rachel Potty Time with Bean Playset Ages: 18 MOS+ | MSRP: $24.99
Parents and kids can role-play potty training steps with a
Stratego Junior Dinos Ages: 4+ | MSRP: $19.99
This junior version of the classic Stratego game employs dinosaurs, rocks, meteors, and a missing dinosaur egg.
Spidey and His Amazing Friends Team Up Tank Ages: 3+ | MSRP: $14.99
Kids can push the 6-inch Hulk Smash Tank forward to make its fists punch, then land the 4-inch Spidey Glider Jet on the tank to create one vehicle.
Disney Junior Mickey Mouse Deluxe Clubhouse Playset Ages: 3+ | MSRP: $49.99 | Available: Fall 2025
This 15-piece set features interactive play areas and includes figures of Mickey Mouse Clubhouse characters Mickey and Minnie Mouse, Donald Duck, Pluto, and Toodles.
Super Wings Transforming Character 5-Inch Figures 4-Pack Ages: 3+ | MSRP: $29.99 | Available: Spring 2025
This collection of transforming action figures is based on the animated series Super Wings and includes Jett, Donnie, Astra, and Paul in vehicle and robot modes.
Color Wonder Magic Light-Up Stamper, Bluey | Ages: 3+ | MSRP: $26.99
This creative set includes a book with 18 coloring activity pages, 10 Bluey character stamps, sticker sheets, Color Wonder markers, and a Bluey-themed light-up stamper with ink pads.
ThinkFun Friends Ages: 3+
MSRP: $12.99-19.99
Available: Spring 2025
Join a group of animal friends as they embark on problem-solving fun in this line of preschool games.
LEGO DUPLO F1 Team
Race Cars & Drivers Ages: 2+ | MSRP: $19.99
Preschoolers can customize their Formula 1 (F1) cars, choose which driver cross es the finish line, and then raise the winner’s trophy on the podium with this high-octane building set.
Playskool My Buddy Classic Plush Ages: 2+ | MSRP: $34.99
The classic character from the 1980s returns as a 14inch doll with soft exteri or and a removable outfit and ball cap. The lyrics for the original “My Buddy” theme song are printed on the box.
Playmobil Cat Café | Ages: 4+ | MSRP: $24.99
This playset mimics a furnished Cat Café. It includes two adult figures, one child figure, several cats, cat accessories, and more.
Pets Alive Magic Bunnies | Ages: 3+ | MSRP: $29.99 | Available: Spring 2025
With this magical bunny assistant, kids can wave their wand for glowing ears, confetti, and more than 20 enchanting surprises for endless fun.
BIG Activity — Food | Ages: 2+ | MSRP: $19.99
Kids can use the colorful, extra-large pieces to build different foods, including a hamburger, french fries, and a hot dog.
LEGO DUPLO Peppa Pig Camping Trip Ages: 2+ | MSRP: $49.99
This building set includes two sleeping bags, a campfire, two mugs, a map, flowers, a canoe, a tent, and Peppa Pig and Daddy Pig figures.
Disney Junior Minnie’s Bow Toons Pet Hotel Playset | Ages: 3+ MSRP: $49.99 | Available: Fall 2025
This 21-piece Pet Hotel playset features lights, sounds, an elevator, a rooftop deck, a salon, a yoga studio, Minnie Mouse phrases, and more.
Big Farm John Deere Construction Excavator Ages: 3+ | MSRP: $59.99
Kids can bring the large vehicle in the sandbox or the living room. It features lights, sounds, an opening door, and an articulated arm and bucket.
The Original Rub-A-Dub Tub-Club Ages: 3+ | MSRP: $7.99-9.99
These 7.5-inch bath toys are available in four styles: Doggie, Koala, Dino, and Duckie characters.
Bluey — Supermarket Playset Ages: 3+ | MSRP: $49.99
This multilevel playset has three stories, four play areas, more than 15 play pieces, a kid-powered escalator, several character figures, and 24 sounds and phrases.
Numberblocks Counting Car Garage | Ages: 3+ | MSRP: $49.99
This colorful playset includes Four and Six attached to mini vehicles with moving wheels, a working elevator, ramps, various number details, a car wash, specialty songs, car sounds, and an abacus.
Zimpli Baff Bombz Dino Surprise Ages: 3+ | MSRP: $4.99 each | Available: Spring 2025
These themed bath bombs will make the water fizz and change colors, then reveal a hidden toy dinosaur figure.
Kids put the poseable Superman figure in the Exo Suit cockpit and use the Power Pads to activate lights and sound effects and launch projectiles.
Animagic Let’s Glo Axolotl GLO in the DARK (Purple) Ages: 4+ | MSRP: $9.99
Available: Fall 2025
This axolotl is squishy and stretchy, lights up, glows in the dark, floats, and has a water-activated feature — the heart will shine underwater.
Suddy Buddy’s Bath Toys Ages: 3+ | MSRP: $14.99
Dakota Duck, Sammy Shark (pictured), Calvin Clownfish, and Manny Manta Ray make bathtime bubbly and clean with their Bubble Drops.
Hammy’s Hamster Party | Ages: 3+
MSRP: $19.99 | Available: Spring 2025
Players can win this randomized matching game by flipping cards to see if one will match Hammy’s card.
I Spy Build & Seek Game Ages: 4+ | MSRP: $16.99
Players build a 3D structure while searching for items depicted on the cards.
Lite-Brite
Classic Bold & Bright
Ages: 4+ | MSRP: $19.99
Available: Fall 2025
Mo Willems’ Pigeon Series Tonie Ages: 3+ | MSRP: $17.99
Kids can listen to 12 tracks from the main character of Mo Willems’ acclaimed series Don’t Let the Pigeon Drive the Bus!
Farm World Starter Set
Ages: 3+ | MSRP: $19.99
Kids can learn about farm animals with the detailed cow, donkey, sheep, and rooster figures.
This Lite-Brite has 206 classic pegs, four light modes, and bold templates such as a magical sundae, rainbows and unicorns, retro roller skates, and a T. rex.
Water Wow! Scented
Ages: 3+ | MSRP: $9.99
These reusable activity pads feature five scents and a refillable water pen. When wet, the pages reveal colors and scents.
Dr. STEM Solar-Powered Cash Register
Ages: 3+ | MSRP: $39.99
This 67-piece solar-powered cash register includes play money, a pretend credit card, has calculator functions, and plays authentic sounds.
Gabby’s Dollhouse Kitty Care Purrfect Playroom Ages: 3+ | MSRP: $24.99
Available: Spring 2025
Booksy Dome Figures (PAW Patrol, Tales of the Teenage Mutant Ninja Turtles, and Monster Tales) Ages: 3+ | MSRP: $7.97 each
Each dome figure includes a small, legible book featuring life lessons and more than 40 pages of stories and illustrations.
Bluey: Let’s Play Games! Sound Book Ages: 18 MOS+ | MSRP: $15.99
Readers can follow as Bluey, Bingo, Mum, and Dad play games together, then press seven buttons to hear the characters and soundbites from the show.
Kids can send three kitty figures down the nursery’s glittery slide, put them in the push cart, place them in the highchair for meals, and unbox a dollhouse delivery to reveal a surprise toy. The 17-piece playset also includes a 3-inch Gabby figure.
Lil’ Pop Ages: 3+ | MSRP: $79.99
With this kid-sized hoop, little sports stars can practice their basketball skills. The electronic scoreboard, sound effects, and cheerful announcer encourage active play.
Daniel Tiger’s Neighborhood Swim Time Friends Figures Ages: 3+ | MSRP: $7.99 | Available: May 2025
This figure set includes Daniel Tiger’s Neighborhood characters Daniel Tiger, Jodi, Katerina, Miss Elaina, and Prince Wednesday wearing swimwear.
From Switch 2 to Grand Theft Auto VI, this should be a big year.
by VICTOR LUCAS, Creator/Host, The Electric Playground
I‘m overwhelmed by what’s coming our way. No, I’m not talking about politics, but the video games we’re about to enjoy will knock our socks off.
Many games are unannounced mysteries at the moment, but what has been announced is the brand new console from a giant in the industry: the Nintendo Switch 2.
All we’ve seen of the Switch 2’s game catalog so far is a same-but-different glimpse of Mario Kart. We don’t know the game’s official name yet, but I know we want it. And when I say “we,” I say a sizeable chunk of the planet’s gaming population because Mario Kart 8, the previous iteration, has sold upwards of 71 million copies.
Metroid Prime 4: Beyond will likely be an enhanced Nintendo Switch 2 game. This title has had a tumultuous development history, but the glimpse we’ve seen is beautiful, and it is also for the existing Nintendo Switch.
There will be plenty of other Nintendo Switch 2 games to go crazy for this year, but those will have to wait until Nintendo reveals more this spring. One thing I’m sure of with this new console is that it is almost fully backward compatible and plays existing Nintendo Switch cartridges and digital games, so even on day one, Switch 2 players will have a ton to play.
“Video games will be the escape we need in 2025 ... This may be the game industry’s biggest year.”
Nintendo hasn’t sucked all of the oxygen out of the room as far as massive 2025 game releases go. That may be what Rockstar’s Grand Theft Auto VI (GTAVI)
does if the rumors of a fall release prove true. Mario Kart 8 is a juggernaut, but Grand Theft Auto V’s sales, across three console generations, positively dwarf Nintendo’s racer with more than 205 million players picking up a copy of the game. So, suggesting that people are excited to play GTAVI is to suggest that people might enjoy a cup of coffee in the morning.
Incidentally, GTAVI, teased more than a year ago with a YouTube video with 238 million views on Rockstar’s channel alone, is presumed to be the most expensive video game ever developed. With a $2 billion budget across more than a decade of production, the game is expected to make more than $3 billion in revenue in its first year.
Sequels to two of the biggest video games ever released and a brand new console from one of Earth’s most beloved game makers — that should wrap up 2025, right? WRONG!
EVEN MORE BLOCKBUSTER GAMES 2025 is packed with giant releases,
and many are yet to be revealed.
On August 28, we’ll be playing (and eating!) Snake again in Metal Gear Solid ∆: Snake Eater, a remake of 2004’s Metal Gear Solid 3 with a glossy new look, improved handling for modern players, and some of the best, most memorable boss fights in the biz.
Doom is back this year with a new, in-your-face combat style that echoes fighting from the Middle Ages. This is appropriate because Doom: The Dark Ages is a prequel to the 2016 Doom game.
PlayStation is following up its terrific Ghost of Tsushima with the brand new Ghost of Yotei for the PS5. Set in 1603 Hokkaido, it features a brand new protagonist and some of the most spectacular Japanese scenery ever rendered in a video game.
This year, we will also see Judas, BioShock creator Ken Levine’s latest sci-fi nightmare. Set aboard a generation ship carrying the last of humanity to the Proxima Centauri system, this game deals with conflicting goals for humanity’s future juxtaposed against its overreliance on technology.
We may also see a couple of highly anticipated Marvel games in 2025. Spider-Man developer Insomniac Games might let us claw our way through scumbags in Wolverine. Amy Hennig, the
creator of the Uncharted franchise, is at the helm of Marvel 1943: Rise of Hydra, which will allow us to play as Captain America and Black Panther in an adventure set during World War II.
Borderlands 4, Death Stranding 2:
On the Beach, Civilization VII, Monster Hunter Wilds, Gears of War: E-Day, Fable, and dozens of other properties and imaginative independent releases are coming soon.
Video games will be the escape we need in 2025. Judging by past successes and anticipation, this might be the game
2025’s big video games should inspire a fresh wave of toys and collectibles to drive sales at retail.
In the meantime, look for new toys inspired by Minecraft (Mattel) and Five Nights at Freddy’s (Jazwares), to be joined by refreshed assortments of game-inspired products from JAKKS Pacific, Jada Toys, McFarlane Toys, Funko, PhatMojo, TOMY, Basic Fun!, Monogram International, and more.
Creator and host of The Electric Playground, Victor Lucas is an Emmy-winning video game television pioneer. The Electric Playground hit the airwaves in 1997 and became a daily TV series with viewers worldwide in 2008. Lucas has produced several other TV series, including Reviews on the Run, and also partnered with game publishers to produce documentaries for several AAA franchises like Tomb Raider, Metal Gear Solid, Fallout, and Batman: Arkham. Follow Victor’s work at EPN.tv and youtube.com/EPNtv.
Source: Nintendo of
Disney Lorcana: Archazia’s Island Ages: 8+ | MSRP: $5.99-49.99
Players will visit Archazia’s Island and interact with pets in this new edition, which introduces characters from The Aristocats, Lady and the Tramp, and Bolt. Fans will find booster packs and boxes, single-player decks, gift sets, and more.
The Cast List Ages: 8+ MSRP: $19.99
Players attempt to correctly guess the actor on the card based on movie clues that feature said actor.
Neil Patrick Harris Presents Box Two Ages: 14+ MSRP: $34.95
The new addition to the game series features puzzles, riddles, secrets, challenges, and more.
Finders Creepers | Ages: 8+ | MSRP: $24.99
This family-friendly tabletop board game is the first in MGA’s App-Vanced lineup. It includes a physical board and a virtual element so families can hunt monsters around
First to Worst — Care Bears Ages: 6+ | MSRP: $19.99
Available: Spring 2025
Players rank what speaks to their hearts in this Care Bears-themed version of First to Worst.
That Color Speaks To Me | Ages: 8+ | MSRP: $14.95
Players match one of 400 colors to a statement, and the nominated guesser predicts which color speaks to them the most.
Treasure of the Dragons Ages: 6+ | MSRP: $24.99
Available: Spring 2025
Turn the tiles to discover the dragon’s treasures, such as diamond rings, robots, and crates. The players lose their turn and treasures if the
MSRP: $19.99 | Available: Fall 2025
Attempt long-distance, short-distance, and ultimate dunks with the Velcro player and hoop.
FanZone Soccer Ages: 7+ | MSRP: $24.99
The virtual trophy master shares the rules and manages the scoreboard as players answer questions across five categories: World Cup, European Soccer, U.S. Soccer, Great Players, and Fun Facts.
AriZona 99 | Ages: 10+ | MSRP: $9.99
Players will take turns drawing cards with the goal of keeping the classic price of Arizona tea at 99 cents. The first player to get four cans wins the game.
National Geographic Anyone’s Guess Trivia Card Game: Ocean Edition
Ages: 6+ | MSRP: $14.99
These 55 jumbo, full-color trivia cards feature images and facts about marine life. Kids can compete for points and see who knows the most.
Disco Island Escape Ages: 8+ | MSRP: $22.99
After Disco Ball Mountain erupts, players must race their lemurs to safety by dancing through disco lava, giving other players Disco Fever to send them back to the beginning, or draw the Boogie to Safety card for a quick escape.
Dice Words | Ages: 8+
MSRP: $19.95 | Available: Fall 2025
In this word-building game, players use seven-letter dice representing iced beverages to form different words. They also must incorporate target letters to gain points.
Pokémon Trading Card Game: Scarlet & Violet — Prismatic Evolutions Elite Trainer Box | Ages: 6+ | MSRP: $49.99
With this Pokémon Trading Card Game expansion, Trainers can discover Eevee and its evolutions’ new powers. The set includes booster packs, a foil promo card, gameplay accessories, and more.
Brainometry Cubed
Ages: 6+ | MSRP: $14.99
Available: Spring 2025
Kids can spin, twist, and solve the challenges with this fidget
Beak & Seek | Ages: 4+ | MSRP: $14.99
Kids can use their colored beaks to catch worms and place them in the nest. For a game night variation, there are five ways to play Beak & Seek.
Food Fight Frenzy Ages: 6+ | MSRP: $19.99
In this dice-rolling game, players attempt to place their face-up tiles on top of the matching dice until one player removes all of their tiles.
Hungry Hungry Hippos Giant Edition
Ages: 4+ | MSRP: $29.99
Kids can utilize the easy-to-grip handles to collect balls, empty them in the collection station, and continue chomping in this giant version of Hungry Hungry Hippos.
Home Single Shot
Ages: 6+ | MSRP: $229
Themed Standard Playing Cards
Ages: 3+ | MSRP: $7.99
These 52-card decks are available in new themes, like Pickleball and ‘80s Retro.
Why? Because! | Ages: 8+ | MSRP: $19.99
Families must invent silly “because” explanations for randomized question cards asking “why.” Points are awarded if a player’s “because” statement is picked.
UNO Teams | Ages: 7+ | MSRP: $6.49
In this UNO game, two pairs compete to match the color, number, and symbol. Teammates can work together with special cards and rules.
This smaller version of the Home Dual Shot has infrared scoring sensors, six game modes, four balls, an announcer, and sound effects.
Yahtzee Slots
Ages: 8+ | MSRP: $29.99
Available: Summer 2025
This Yahtzee game combines the thrill of a slot machine with the classic dicerolling game.
Bicycle Standard Index 808 Playing Cards
Ages: 8+ | MSRP: $4.99
This classic deck of playing cards is designed to last through years of games.
The Haunting at Wicker Ridge | Ages: 14+
MSRP: $29.99 | Available: September 2025
Gamers play as Paranormal Investigators and help Ghost Hunters Sam and Colby use clues and evidence to discover and banish the demon haunting Wicker Ridge.
Kanoodle Shape Escape
Ages: 7+ | MSRP: $24.99
Available: Spring 2025
Battle against time by building a shape that matches the hole in the wall before it is knocked down.
Shashibo Battle Shapes | Ages: 8+ | MSRP: $49.99
Please Don’t Burn My Village! Ages: 10+ | MSRP: $24.95
Available: Spring 2025
Players bribe the dragon with the right treasures from the Black Market, like a Barbarian’s Axe or a Phoenix Feather, at the right time so he doesn’t burn their village.
Match ‘N Sniff — Sweet & Smelly
Ages: 5+ | MSRP: $14.99
Available: Spring 2025
Families scratch and smell different tokens to identify scents and complete Recipe Cards. Players will also draw Garbage Can cards for
The #UpsideDownChallenge Game
Ultimate Edition | Ages: 8+
MSRP: $24.99 | Available: Spring 2025
Players wear goggles that flip their vision upside down and complete challenges such as connecting dots, decorating snowmen, completing mazes, and more.
Cownado!! | Ages: 6+
MSRP: $19.99 | Available: July 2025
In this tabletop game, players load the cow in a twisted tornado; then two people whack the cloud back and forth. When the cow flies out, the arrow on the tornado marks who scored the point.
World’s Smallest Games
Ages: 6+ | MSRP: $5.99-9.99
Available: Spring 2025
Kids can collect and play mini versions of games such as Perfection (pictured), Exploding Kittens, Throw Throw Burrito, and Tip It.
Hitster Guilty Pleasures Ages: 16+ | MSRP: $19.99
Available: July 2025
Build your music timeline by scanning the QR code on the card, listening to the song, and then guessing when it was released in this new edition of the musical party game.
Dog Man Big Jim Begins Dice Game
Ages: 6+ | MSRP: $16.99
Available: Summer 2025
Kids race to complete six cards by rolling dice and matching in this -themed game.
Dragon Plush Dice Bag
Ages: 0+ | MSRP: $24.99
Gamers store their dice in the plush dragon’s mouth, then open the zipper on the back to access their collection.
NERF Dog Collapsible Handle Compact Blaster Ages: 14+ | MSRP: $16.99
This blaster launches your pup’s favorite NERF tennis ball up to 40 feet, so you don’t have to worry about your arm tuckering out from throwing.
Retro Scratch ‘n Sniff Stinky Stickers: Spring 2025 Edition Ages: 3+ | MSRP: $3.99
Inspired by the retro designs of the 1980s originals, these stickers are printed on matte stock paper. Each pack contains two sheets of 12 stickers in classic styles.
Loungefly Hasbro Furby Mini Backpack | MSRP: $80
This mini backpack pays homage to the iconic character, who is cute and a little creepy, just the way we like it. The backpack comes complete with eyes that open and close, just like the toy.
Squishmallows Inflatable Chair
Ages: 8+ | MSRP: $49.99
Available: Summer 2025
This inflatable chair brings all the comfiness of Squishmallows to your home décor with its soft, velvety cover and Squishmallow-themed designs.
Kanoodle Dog Edition | MSRP: $21.99
With multiple difficulty levels, this interactive treat
ChewMees by Original Squishmallows MSRP: $9.99
Pets now have their own squeaky Squishmallows to play with. The reinforced seams and soft-spot-cleaningfriendly fabric make them durable for extended play sessions.
LEGO Iconic 1x1 Plate Night Light - White Ages: 6+ | MSRP: $24.99
This night light will transform your night-
Harry Potter Hogwarts Castle Glow Mini Backpack Dog Harness | MSRP: $45-55
Dogs can explore the grounds of Hogwarts School of Witchcraft and Wizardry in this Harry Potter harness that has a zippered pouch for treats and accessories.
FettiWrap Ages: 3+ | MSRP: $14.99
Each pack includes two 30-by20-inch sheets of paper and eight compartments filled with confetti. This will add some extra excitement to any gift-wrapping experience.
Loveté Hair Bows Ages: 8+ | MSRP: $19.99
This kit includes everything tweens need to make custom hair bows and is available in one or three packs.
Squishmallows Sunny the Bee Multipurpose Desktop Mug Ages: 8+ | MSRP: $19.99
Available: Fall/Holiday 2025
This cheerful mug looks like Sunny the Bee and has words of encouragement printed on one side. Fans can use it to hold their pencils or favorite drink.
Batman Super Cyborg Batmobile [1989] (Full Color)
Ages: 14+ | MSRP: $125
This version of the iconic 1989 Batmobile from Tim Burton’s Batman is more than 13 inches long and features a spinning turbine fan, rolling wheels, and sculpted details. Fans can remove the hood for a look at the engine or remove the roof for a look inside the cockpit of this sleek Gotham cruiser.
Hot Wheels Monster Trucks Tiger
Shark Climber R/C Vehicle
Ages: 5+ | MSRP: $49.99
Available: May 2025
This R/C vehicle conquers any terrain with Grip Action Tires, an innovative climber tail to clear obstructions, and an epic spin mode.
1:24 Racing Series R/C
Ages: 8+ | MSRP: $39.99-49.99
Kids can collect and race these 2.4GHz Formula 1 cars inspired by the Red Bull, McLaren, Mercedes-AMG, and Ferrari teams. The SF-23 (pictured) is based on the car driven by No. 16, Charles Leclerc Each car comes with a pistol controller, a rechargeable battery, and a USB charging cable.
Bachmann Amtrak Acela II
Electric Train Set
Ages 14+ | MSRP: $799
Available: Spring 2025
Racing down the track is the HO-scale Amtrak Acela II. This electric train set features three detailed passenger cars with two locomotives (one powered, one unpowered), an oval Bachmann E-Z Track, and a speed controller.
HST LUX 1:24-Scale R/C Cars
Ages: 3+ | MSRP: $34.99
Kids and adults can feel the exhilaration of racing with these officially licensed full-function R/C luxury cars. Styles include Corvette, Bentley, Cadillac, Lamborghini (pictured), Lexus, BMW, and more. Each comes in a full-color window box.
Stuntman Stu Nitro Boost Stunt Bike and Race Ace Stunt Car | Ages: 5+ | MSRP: $24.99
Available: Fall 2025
Kids can maneuver and crash Stuntman Stu in the Nitro Boost Bike and the Race Ace Stunt Car (pictured), each with accessories for pulling off sick stunts.
Techno Trax Redline Raceway
Ages: 8+ | MSRP: $89.99 | Available: Spring 2025
Kids can build a dueling roller coaster with this 400-piece set, which comes with four race cars with working LED headlights and racing sounds built into the chain motor.
Rumble Wheels
Ages: 4+ | MSRP: $4.99-7.99
Available: Spring 2025
Rumble Wheels are ripcord-powered racers. Kids can pull the ripcords on these wheels and send them speeding along any flat surface.
CarTuned Series 3 & 4 | Ages: 6+ | MSRP: $4.99
These collector-designed vehicles celebrate car culture style with metal bodies, rubber tires, and authentic details for play and display.
World’s Smallest Evel Knievel Stunt Cycle
Ages: 8+
MSRP: $7.99-9.99
Available: Spring 2025
This tiny version of the iconic stunt bike from Ideal Toys has a miniature rider and a working launcher for display and play.
Tonka Next Gen Mighty Dump Truck Ages: 3+ | MSRP: $29.99
Available: Fall 2025
This new take on the Tonka Dump Truck is made with cold-rolled steel to withstand rough play and can haul rocks, sand, and more.
Majorette Collection
Ages: 14+ | MSRP: $6.99 | Available: Fall 2025
These 1:64-scale die-cast cars feature a metal body, chassis, jewel headlights, and other details. The lineup includes the Shelby GT350, the Bugatti Veyron 16.4 Super Sport, the Honda NSK-R GT, and the Porsche 930 Turbo.
Nitro Series R/C 1:14-Scale Off-Road Vehicles Ages: 3+ | MSRP: $24.99-49.99
Take a ride with this assortment of high-speed, full-function R/C buggies and racers. Each 2.4GHz vehicle has shock absorbers and comes with a trigger-style controller for precision racing action.
Dually Truck with Big Trailer | Ages: 4+
Speedster | Ages: 6+
MSRP: $14.99
This sustainable, STEM-based kit has everything kids need to build a race car and a launcher. When kids press down on the launcher, the car speeds off.
Hot Wheels Formula 1 Sprint Race Circuit Ages: 3+ | MSRP: $39.99 | Available: August 16, 2025
Using the kid-powered gas pedal booster, F1 fans can launch into a head-to-head race and battle to overtake each other in high-octane racing. Racers can hit the chicane or get diverted to the inner track and see who is the first to the checkered flag. Also includes Lap Mode.
Barbie Mailbu Beach Express
Battery Operated O-Gauge Train Set
Ages: 4+ | MSRP: $129.99
Barbie fans can travel the Malibu coast with this remote-controlled train set. It features a water vapor
Crazy Truck Recycling
Garbage Truck | Ages: 3+
MSRP: $39.99
Kids can learn about trash and recycling with this 1:16-scale garbage truck that comes with four recycling cans, tools, and a Bin It game with 40 flash cards.
Batman: The Animated Series Batwing Vehicle
Ages: 12+
MSRP: $149.99
This jaw-dropping 37-inch-long Batwing replica features retractable landing gear, battery-powered interior lights and exhaust, and a slide-open cockpit canopy that fits two 6-inch Batman action figures (sold separately).
Hornby Railways
B.R. High-Speed Retro Train Set
MSRP: $208 | Available: Fall 2025
Families can relive the golden age of the 1970s and ’80s with this retro set, styled after the iconic Hornby R.685 train set and the InterCity 125.
Air-Power Turbo Racer
Ages: 8+ | MSRP: $29.95
Kids can build an air-powered race car using this kit, which comes with a compressed air tank that propels the car forward at speeds of up to 13 feet per second and a distance of more than 60 feet.
Monster Jam Mud Blasters Dunk Tank Playset Ages: 3+ | MSRP: $29.99 | Available: Spring 2025
This playset features an exclusive 1:64-scale Monster Mutt Dalmatian truck, a launch ramp, a dunk tank, and a cold-water mud bowl. It is also compatible with all 1:64-scale Monster Jam Mud Blasters trucks.
Bluey Buddies Big Heeler 4WD | Ages: 3+ MSRP: $39.99 | Available: July 2025
Kids can play road trip with this set, which comes with stickers and a storage area under the hood. The included Bluey plush can sit in the driver’s seat and up to three more plush can fit in the car.
Monster Treads Bobcat 3-Piece Hauling Set Ages: 3+ | MSRP: $22.99
The set includes a 5-inch Bobcat Skid steer with a raising arm and tilting bucket, a trailer, and a monster truck to haul it.
Star Wars Micro Galaxy Squadron Ahsoka Tano’s T-6 Jedi Shuttle Ages: 8+ | MSRP: $39.99
Kids can recreate scenes from Ahsoka with this 13-inch shuttle, which features laster cannons, a rear turret, a detailed interior, and 1-inch micro figures of Ahsoka Tano, Sabine Wren, and Professor Huyang.
Pirate Raft with Treasure Ages: 4+ | MSRP: $24.99
Kids can set sail with this pirate-themed raft. The set comes with a pirate figure, an octopus, a flag, a sail, cannons, and more.
PAW Patrol Rocky’s Crush N’ Roll Recycling Truck | Ages: 3+ | MSRP: $29.99
The included Rocky is ready to ride around in the Crush N’ Roll Recycling Truck, with paws that clip into the driver’s seat, a moveable forklift, and a hatch to climb in and out of.
Fast & Furious Hot Laps | Ages: 5+ | MSRP: $196 | Available: Summer 2025
Dom Toretto’s Dodge Charger competes against Brian O’Conner’s Toyota Supra in this slot racing set, which pairs traditional play with a Hot Laps app that turns a smartphone into a lap counter and checkpoint tracker.
by JOHN DEQUADROS, Rip Rocket Photography
M.A.S.K. hit store shelves in the fall of 1985. Developed by Kenner, it focused on an underground task force known as the Mobile Armored Strike Kommand (M.A.S.K.) and its ongoing battle with V.E.N.O.M., the Vicious Evil Network Of Mayhem. Expertly combining the hightech excitement of Transformers with the heroic action of G.I. Joe, the line centered around vehicles that could convert into combat-ready machines and equipped each of its human characters
Source: Toy Book Archives
with a super-powered mask capable of granting them extraordinary abilities.
Four series of toys were released between 1985 and 1988, each showcasing incredible innovation and design. The line boasted high-quality vehicles, two-inch articulated action figures, and impressive accessories. Iconic vehicles included Thunderhawk, a sleek red Camaro that transformed into a jet; Rhino, a robust semi-truck that doubled as a mobile command center; Switchblade, a stealthy attack helicopter; and an amphibious Jeep called Gator that was ready for adventure on land and sea. The included figures were equally impressive, each with a distinctive mask that added an extra layer of playability. These masks were central to the line’s mythology, providing characters with unique powers. For instance, M.A.S.K. leader Matt Trakker’s Spectrum mask granted enhanced vision and energy projection, while Miles Mayhem, V.E.N.O.M.’s leader, wielded the Viper mask capable of blasting corrosive acid. This blend of imaginative design and functionality made the line a hit.
“M.A.S.K. stood out for several reasons,” explains Dan Larson, host of Secret Galaxy on YouTube. “First, it was a line of vehicles, which other toy lines had already proven to be a popular way to build a world. The action figures were, frequently, accessories for the vehicles. Second, there was a daily syndicated animated series to keep the toys and characters front of mind in a dazzling visual spectacle that made kids want to re-create the adventures for themselves. Third, they tapped into the popularity of transforming toys at the time. From Transformers to GoBots, form-changing toys were hot, and M.A.S.K. capitalized on that. But beyond all of that, the toys were popular because they were so incredibly well-designed and engineered. Forty years later, the toys are still marvels of engineering that inspire people to look deeper into their construction and appreciate the creators’ work.”
Kenner Parker Products connected with retailers in a big way, placing “M.A.S.K. Saves the Market,” a two-page, comic book-style advertisement, in The Toy Book. In it, Matt Trakker and
Ages: 8+ | MSRP: $99.99 | Available: Summer 2025
This big rig may look like an ordinary semi-truck, but with the push of a button, special features such as smoke stack cannons and a command center missile are revealed, transforming it into a force to be reckoned with! The MDU includes two of M.A.S.K.’s finest leaders, Matt Trakker and Bruce Sato. A sleek design and many interactive elements make this perfect for display and imaginative play. Its unique features turn this rig into the powerhouse of M.A.S.K.
M.A.S.K. “battle the evil of poor sales.” Touting a wide product assortment, sweepstakes, and potential in-store appearances by Trakker and the Thunderhawk Camaro, the campaign leaned heavily into more than 30 licensing partnerships to take the brand beyond the toy department and into the mainstream.
“Forty years later, the toys are still marvels of engineering that inspire people to look deeper into their construction and appreciate the creators’ work.”
— DanLarson,SecretGalaxy
As was the trend at the time, the line was also supported by a Saturday morning cartoon. Produced by DIC Entertainment, it premiered on September 30, 1985, and brought the world of M.A.S.K. to life. Featuring the voices of Doug Stone, Brendan McKane, Sharon Noble, Graeme McKenna, and Mark Halloran, the series was more than just a 30-minute toy commercial. It delivered thrilling action, strong animation, and a rockin’ theme song from Shuki Levy and Haim Saban. Though its 75-episode run concluded in November 1986, the series
left an indelible mark on its target audience.
“Hearing that theme song and seeing all the cool vehicles flying around on screen definitely caught your attention if you came across it flipping channels,” reminisces Benjamin Dolle, M.A.S.K. fan and creator of Peaugh Reviews on YouTube. “For kids, you had a diverse team on both sides, plus you had two cool gimmicks – transforming vehicles and the titular masks the characters wore.”
Save for some additional stories published by DC and Fleetway, Kenner wrapped up M.A.S.K. in 1988. While it may not have enjoyed the same longevity as its competition, the brand has become a cornerstone of ’80s popular culture — influencing music, popping up in lines like G.I. Joe, and inspiring new comics like the IDW miniseries, M.A.S.K. Revolution. Now, as M.A.S.K. approaches its 40th anniversary, the brand is gearing up for a spectacular comeback led by The Loyal Subjects.
“We are rolling into 2025 in the most epic of ways, and I remember my six-year-old self in 1985 unboxing my first ever M.A.S.K. vehicles,” shares Ben Montano, SVP at The Loyal Subjects.
“There was something magical in the way Thunderhawk and all the others converted into their assault mode. It was a generational toy line that now, 40 years later, our team has the privilege to bring back, and we will do it while honoring the classic with a modern twist that enhances the play and display experience for all the kids at heart longing for the return of M.A.S.K.”
M.A.S.K. isn’t just another nostalgic property — it’s a testament to innovation and imagination that still resonates today. Whether you were a kid in 1985, are discovering the line now, or just can’t resist the lure of a flying Camaro, the brand promises to keep the action alive for decades to come. So, buckle up and get ready for a wild ride! M.A.S.K. is back – and ready to welcome a new generation into a world where “illusion is the ultimate weapon.”
John DeQuadros is a professional toy photographer and versatile freelance writer with a keen focus on popular culture. He contributes a weekly column to ToyTales.ca and his work regularly features on platforms like StarTrek.com and 8-Bit Pickle. Connect on social media at @RipRocketPix.
Teenage Mutant Ninja Turtles Classic Mutant Module
Ages: 4+ | MSRP: $39.99 | Available: Summer 2025
The Teenage Mutant Ninja Turtles are ready to face off against this 1990 Mutant Module, which features Rock Blastin’ Missiles, Liquidizing Lasers, and a group of henchmen.
Mug of War
Ages: 12+ | MSRP: $24.99
Available: Summer 2025
The mug gets pushed back and forth as teams compete in quirky challenges. The losing team must drink the mug’s contents mixed by the winners.
Cheez-It Pool Float
Ages: 14+ | MSRP: $29.99
Float on cheesy goodness with this larger-than-life inflatable. Measuring more than 4.5 feet tall, this float looks just like the iconic square snack, only bigger.
Source: Sunny Days Entertainment
DC Super Powers Wave 10 — 4.5-inch Figures
Ages: 12+ | MSRP: $9.99
The retro-inspired DC Supers Powers collection expands with The Flash, Lobo, The Atom, and Robin.
One Piece Luffy Figural PVC Bank Ages: 4+ | MSRP: $24.99
One Piece fans can store their change in this 8-inch PVC bank shaped like Luffy.
LEGO Combination Lock Journal Box Set Botanicals Ages: 6+ | MSRP: $39.99
LEGO fans can secure their thoughts in this journal, which comes with LEGO Botanical stickers for customization.
Club Mocchi- Mocchi- Warhammer Space Marine | Ages: 13+ | MSRP: $39.99
This plush Space Marine is packed with detail and is pulled straight from the Warhammer 40,000 game.
Sports Dice Basketball | Ages: 8+ | MSRP: $14.99
In this game, players must shake their dice to match the most symbols. The more symbols matched, the more likely a player is to sink the ball in their opponent’s net.
Peanuts Super Cycle Joe Cool Ages: 14+ | MSRP: $60
This 5-inch vinyl figure features Snoopy as Joe Cool behind the wheel of a wind-up yellow trike with a ringing bell.
Pokémon 6-inch Super Articulated Figure Mega Charizard X Ages: 8+ | MSRP: $19.99
This 6-inch action figure of Mega Charizard X features more than 15 points of articulation and an adjustable display stand.
MossBowl Ages: 14+ | MSRP: $29.99
This moss garden is a perfect addition to a desk or personal space. The set grows four kinds of moss and includes natural river gravel and
Poptaters | Ages: 8+
Wes Peden Signature Series LED Glow.0 Juggling Balls Ages: 8+ | MSRP: $45.99
These juggling balls feature two LED lights that change color and light modes and can be individually programmed.
MSRP: $14.99-17.99 | Available: Spring 2025
The latest wave of of pop culture Potatoheads includes Godzilla (pictured) and characters from Masters of the Universe, Stranger Things, Squid
MAX Premium Snacks Building Bricks Collection Ages: 8+ | MSRP: $7.99
Available: Spring 2025
Kidults can collect, build, and display six deli cious-looking snacks, each with up to 200 pieces in each capsule. What’s on your menu?
LEGO The Botanical Collection Flower Arrangement | Ages: 18+
MSRP: $109.99
The LEGO Botanical garden grows with this flower arrangement building kit, which features camellia, peonies, hydrangeas, baby’s breath, ranunculus, bouvardia, and lilies in a matching vase.
Ghost Blind Box Wave 1 — Flat Ages: 14+ | MSRP: $180
Kneel before the Papa Emeritus bloodline with this full PDQ display of Ghost Blind Box ReAction Figures. There are four styles to collect and 12 pieces in the shipper.
Disney Collector Snow White Dolls Ages: 14+ | MSRP: $75
Disney’s live-action Snow White and Evil Queen are ready to join doll collections. These high-end dolls feature detailed outfits and filminspired accessories.
Batman Forever Batmobile & Batman Collector’s Set
Ages: 4+ | MSRP: $19.99
Batman Forever lives on in with this special collector’s set. It comes with a 20-inch Batmobile and a 5-inch figure of Val Kilmer’s Batman.
UFC Punching Bag Capsule | Ages: 8+
MSRP: $9.99 | Available: Spring 2025
Collectors can enter the Octagon with these surprise capsules, which include one of 12 mini fighters, a connecting Octagon base, accessories, and more.
Pluzzles Foodie Series
Ages: 3+ | MSRP: $5+ | Available: Spring 2025
These puzzle piece-shaped plush are inspired by food. As collectors add to their sets, they can connect them, just like a jigsaw puzzle.
Set | Ages: 6+ | MSRP: $12.99
In this 30th anniversary edition card game, players
Game of Thrones Playing Cards
Ages: 5+ | MSRP: $12.95
Fans can play for the Iron Throne with this deck of Game of Thrones-in spired cards, which features cards with Jon Snow, Daenerys Targaryen, and other favorite characters.
Hello Kitty 50th Anniversary Playing Cards Ages: 8+ | MSRP: $9.99
This deck of playing cards features Hello Kitty and her friends and can be used to play classic card games.
Will Get Won’t Get Ages: 10+ | MSRP: $19.99
In this party game, one team is given a list of seven answers to a question while the other team must predict which answers their opponent will select.
Little People Collector It’s Always Sunny in Philadelphia Ages: 17+ | MSRP: $29.99 | Available: Spring 2025
Collectors can join the ensemble of It’s Always Sunny in Philadelphia with this collection of Little People figures set in Paddy’s Pub.
Wild Birds Paint By Numbers Kit Ages: 15+ | MSRP: $19.97
Teens and adults can unwind by painting these images of wild birds and flowers. Each kit comes with 24 acrylic paint colors and three brushes.
Love is Blind Ages: 18+ | MSRP: $14.99
In this game, each player takes on a secret identity, answering questions in the hope of making a match with another player.
Make It Alphabet DIY Bead Kit
Ages: 4+ | MSRP: $49
Kids and adults can design their friendship bracelets with this kit, which includes more than 450 beads,
Wizarding World Figurines and Playsets
Ages: 6+ | MSRP: $16.99-49.99
Schleich’s Harry Potter universe just got bigger. This new collection of figurines includes Mad Eye
Rainbow Loom 360 Ages: 8+ MSRP: $24.99
This new take on the Rainbow Loom features rotating pegs for expanded designs using rubber bands.
Deddy Bears Coffins | Ages: 6+ | MSRP: $9.99
These plush bears feature 6-inch and 12-inch variants and come packaged in collectible coffins.
Elmer’s 4ct Neon Sky Slime Kit | Ages: 3+ | MSRP: $14.99
This kit includes everything needed to make neon-colored slime, including glue, add-ins, and more.
MGA’s Miniverse Make It Mini Makeup Ages: 8+ | MSRP: $9.99
This collection of surprise capsules features kits to create real miniature makeup, including lip stains, eyeshadows, and more.
Brzrkr Gallery Diorama B. (Modern) PVC Statue Ages: 13+ | MSRP: $59.99 | Available: Fall 2025
This approximately 9-inch statue depicts B., the immortal star of the BRZRKR comics, created by actor Keanu Reeves, in his modern-day combat gear, with a knife in each hand.
Peanuts Gel Pen & Mechanical Pencil Ages: 6+ | MSRP: $7.95
Available: April 2025
Peanuts fans can add to their stationery collection with this writing duo, including a Charlie Brown gel pen and a Snoopy mechanical pencil. This comes from the larger OOLY x Peanuts stationery assortment.
TABOO Charades Ages: 13+ | MSRP: $24.99
This game of charades features words and phrases from the ‘60s and ‘70s and
1:24 RACE w/Figure Ages: 14+ | MSRP: $34.99-39.99 | Available: Spring 2025
Top Formula 1 stars come home with 1:24-scale die-cast metal cars with authentic livery and a plastic driver figure in the winner’s pose. Collect teams including Alpine, Aston Martin, Red Bull (pictured), McLaren, Mercedes-AMG, and Ferrari.
25th Anniversary A Scooter Ages: 5+ | MSRP: $49.99
Available: June 2025
Celebrate 25 years of Razor scooters with this special edition silver scooter.
Hero Box | Ages: 8+ | MSRP: $14.99
The 5 Love Languages Card Game Ages: 16+ | MSRP: $19.99
Couples can explore their relationship with this conversation-starting game inspired by the love languages.
Ultra Street Fighter II Wave 4 Ages: 13+ | MSRP: $25-30
The latest additions to the Ultra Street Fighter II action figure collec
This combination of Kanoodle and sudoku features snap-together cubes that must be arranged into a square without repeating colors horizontally or vertically.
by STEPHANIE POTTICK, ESQ., Pottick Law PC & Protect For Success
Legal issues can be especially important in the toy industry. From product liability, intellectual property, and contracts to manufacturing and licensing, many areas of the law affect the toy industry, your business, and even your bottom line.
Whether you’re just starting out or already established in the industry, knowing when to bring in a lawyer and how to find the right one can be the difference between successfully closing a deal and getting your product to the finish line or not. The goal is to incorporate business and legal so you can make the best decisions for your company.
I get it: Before becoming a lawyer, I worked in the toy industry on the business side. There was a lot to deal with day to day, but having the proper guidance can make a big difference.
When you start out, you may feel comfortable DIYing some legal things like setting up your business entity or filing a basic copyright. But as your company grows and you face more
complex legal challenges, like negotiating a licensing agreement or handling product safety, having a lawyer on speed dial is necessary to get the proper guidance.
• Experience: Choose someone with experience in the toy industry or with consumer goods so they understand the unique challenges of our industry.
• Expertise: You wouldn’t hire a divorce lawyer to help you with your licensing contract, would you? Of course not! So, make sure you hire someone who understands the areas of law you need (licensing, trademarks, contracts, product safety, etc.).
• Ask for Referrals: Ask your colleagues and industry associations for recommendations. They can tell you who is great to work with and who to avoid.
• Personality: Yes, it’s true: You should like your lawyer! Hire someone you enjoy working with who looks out for your best interests. It’s a bonus if they explain complex legal issues in an easy-tounderstand way.
• For how long have you been practicing law?
• How much experience do you have experience working with toy companies on [INSERT YOUR TOPIC HERE]?
• How do you work with your clients?
• How much will you charge for this project?
• What will it look like to work together on an ongoing basis?
Bottom line: Keeping your business safe from potentially costly mistakes is worth the extra time and effort. And finding someone who understands how legal matters affect your business is priceless! If you have not yet found your perfect fit, then keep looking. You’re never stuck working with someone and can change legal teams when it makes sense. Finding the right lawyer for you is what counts. Stay safe and stay legal!
* Disclaimer: This article is for informational purposes only and is not intended to be legal advice.
Stephanie Pottick is a U.S. attorney and course creator who used to work in the toy industry on the business side, dealing with product creation, protection, and licensing, which allows her to understand them from both the business and legal perspectives. She works with toy companies, creators, and inventors so they can protect, launch, and manufacture or license with confidence. E-mail her at contact@protectforsuccess.com.
Source: stock.adobe.com
by CARMEL GIBLIN, President & CEO, Ethical Supply Chain Program
Emerging markets, such as those in Southeast Asia, Africa, and parts of Latin America, are becoming central to the consumer goods industry. Countries like Vietnam, Indonesia, Ethiopia, and Guatemala are gaining prominence due to their cost-effective labor, government incentives for foreign investment, and manufacturing capabilities. Additionally, these regions are home to a growing pool of skilled workers and suppliers capable of meeting international business standards.
However, operating in these markets can challenge businesses seeking to diversify their operations. Regulatory complexities, cultural differences, and oversight challenges can ensue for those impacted by distance and a lack of local expertise. Businesses must, therefore, prioritize building trust and transparency with suppliers to ensure stability and compliance with standards.
A solid supplier relationship is key to successful sourcing. Trust and collaboration with suppliers lead to better communication, improved product quality, and timely delivery — all essential in today’s fast-paced consumer goods market. Additionally, long-term partnerships encourage suppliers to invest in capacity
building and innovation, which benefits all parties.
Building these relationships requires regular engagement and clear expectation setting. Companies must invest in supplier training, share performance metrics, and establish joint accountability for meeting goals. Working with a third-party organization, such as the Ethical Supply Chain Program (ESCP), is both a time-saving and cost-efficient way for businesses to source new suppliers who have benefitted from capacity-building support, are committed to transparency and data sharing, and meet the standards required by global buyers.
Third-party organizations can help navigate the complexities of sourcing in emerging markets, which can be daunting for businesses without a dedicated team or technological infrastructure.
Businesses seeking to spread risk or gain competitive advantage should follow these three steps to maximize the available opportunities:
1. Identify emerging market(s) that meet your business needs; evaluate production costs, shipping costs, import tariffs, labor availability and capability,
and legal obligations.
2. Work with a third-party organization to identify trusted suppliers in these markets. Several third-party organizations, such as ESCP, offer supplier audits and certification, oversight assessments, and tools to help businesses with decision-making.
3. Implement a risk monitoring system to ensure long-term success. Consider market volatility, geopolitical instability, environmental issues, and ethical violations.
To learn more about sourcing opportunities globally, contact membership@ ethicalsupplychain.org to book a call with our team. Discover the latest in news, webinars, and thought leadership at ethicalsupplychain.org.
Giblin has been the President and CEO of the Ethical Supply Chain Program since 2015. She is responsible for the organization’s global success. Giblin passionately believes that businesses globally have a duty to behave responsibly at all times, protecting the rights of their workers, the communities in which they operate, and the environment in which they live and work.
by SUE WARFIELD, President, American Specialty Toy Retailing Association (ASTRA)
Toy Fair in the winter — it’s back! While March isn’t exactly the same as February, it’s close.
At ASTRA, we are excited to exhibit at Toy Fair at a time that is more in sync with our specialty store schedules.
You can find me and Special Projects and Events Manager Michael Foldeak in Booth No. 5937. At the show, we’ll meet with our members and let them know about our new member benefits, find new companies to add to our membership, and get a feel for the latest products and trends for 2025.
ASTRA members have a lot to look forward to this year, and we will share our initiatives as we meet with everyone at Toy Fair. Last year, we commissioned a consumer survey that included getting input from specialty shoppers on why they shop where they do. We are using the results to inform our efforts and focus on what is important for specialty shoppers.
Here are just a few things you can expect from ASTRA this year:
• Expanding our Certified Play Expert Program to get more specialty retail store personnel certified;
• Building our online educational offerings and expanding our offerings beyond our membership;
• Helping our retail members build displays and assortments that appeal to a broader audience;
• Setting sail on the Toy Boat on March 17;
• Starting regional groups for members to meet and share ideas;
• Continuing Zoom gatherings that cover a multitude of subjects;
• Setting up “after-show” gatherings at gift shows throughout the year;
• Working with our membership to learn what they want from ASTRA;
• Building our online communication system to be more user-friendly;
• Banding together to combat any government issues that could impact our growth and success.
Toy Fair has been a tradition for many of us over the years, and we hope that with the return to a winter show in New York, the energy will be what we remember from before the COVID-19 pandemic.
With Toy Fair slated for February 2026 and 2027, ASTRA hopes to add additional events and expand its presence at those shows. So far, we are considering throwing a networking dinner party, a cocktail hour, and bringing back the “Share the Fair” breakfast. Over the next year, we will look at possible new opportunities to work with our specialty community gathered in New York.
As online sales continue to grow, we also see more people shopping in person to make connections. We can’t forget that consumers actually want to shop in person, and we will continue to work with our members to make it nearly as easy to “shop local, shop small” as it is to shop with one of the big boxes.
Let’s go, 2025, we are ready to soar!
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.
1. WHICH OF THESE TOY TRAILBLAZERS HAS NOT YET BEEN INDUCTED INTO THE TOY ASSOCIATION’S TOY INDUSTRY HALL OF FAME?
A. MAXINE CLARK, FOUNDER OF BUILD-A-BEAR WORKSHOP
B. SHARON DIMINICO, FOUNDER OF LEARNING EXPRESS TOYS
C. ERNŐ RUBIK, INVENTOR OF THE RUBIK’S CUBE
D. ANTON RABIE, CO-FOUNDER OF SPIN MASTER
E. JUDD ZEBERSKY, FOUNDER OF JAZWARES
2. LAST YEAR, LITTLE TIKES PICKED UP ON THE FASTEST-GROWING SPORT IN THE U.S. WHICH SPORT CAN PRESCHOOLERS PLAY WITH ONE OF THE NEWEST ADDITIONS TO THE TOTSPORTS LINE?
It’s show time! The aisles are packed, the smiles are wide, and we’re back in the Javits Center for everyone’s favorite toy fair. Whether this is your first or your 50th go-around at Toy Fair in New York City, you’re sure to find something new and newsworthy in The Big Apple. In the meantime, test your knowledge of this major industry event!
4. IN 2024, WHICH ICONIC TOY WAS FINALLY INDUCTED INTO THE THE STRONG’S NATIONAL TOY HALL OF FAME AFTER BEING SHORT-LISTED SEVEN TIMES?
3. HASBRO’S GAME FINDER USES WHAT BUZZY TOOL TO HELP PLAYERS FIND THEIR PERFECT GAME?
5. HASSENFELD BROTHERS, NOW KNOWN AS HASBRO, IS THE MAKER OF TRANSFORMERS, MONOPOLY, AND NERF, BUT ONE OF ITS FIRST TOYS INSPIRED ANOTHER ONE OF ITS “SHAPEABLE” POPULAR BRANDS, PLAY-DOH. WHAT WAS ONE OF THE COMPANY’S FIRST OFFERINGS?
8. WHICH OF THESE BRANDS WAS NOT AT THE FIRST TOY FAIR IN NEW YORK IN 1903?
A. LIONEL TRAINS
B. BINNEY & SMITH
C. RAGGEDY ANN AND ANDY
D. ERECTOR SETS
E. TINKERTOYS
9. HOW MANY TOY COMPANIES EXHIBITED AT THE FIRST TOY FAIR IN NEW YORK IN 1903?
6. THE TOY CENTER AT 200 FIFTH AVENUE WAS HOME TO MORE THAN 600 TOY COMPANIES UNTIL TOY FAIR MOVED INTO THE JAVITS CENTER. IN WHAT YEAR DID THAT MOVE HAPPEN?
7. TOYS DON’T ALWAYS STAY … JUST TOYS. APPLE ORIGINAL FILMS HAS PLANS TO ADAPT A CLASSIC VIDEO GAME INTO A MUSICAL COMEDY WITH A SCORE BY PRODUCERS BENJ PASEK AND JUSTIN PAUL. WHICH VIDEO GAME IS THE INSPIRATION FOR THIS FILM?
B. 26
A. FEWER THAN 10 C. 33
D. MORE THAN 40
10. TRUE OR FALSE: AT THE LEGO GROUP, EMPLOYEES USED LEGO BRICKS TO HELP DESIGN A COLOR-CODED NEW CAMPUS IN DENMARK.
SR-71A (MONOGRAM MODELS INC.)
This model replicates the Lockheed SR-71A aircraft and is comparable to the desktop models produced by aircraft manufacturers.
THE TOTE RIDER (OHIO ARTS)
This ride-on comes fully assembled and is low to the ground. It has wide wheels, a small basket, and easy-grip handles.
STUFFED TOYS)
These hand-crafted and painted figurines are all decked out to play sports like football, baseball, and tennis, and each wears a T-shirt with a friendly message.
This multipiece set includes a tablecloth, utensils, cups, a water dispenser, and a pretend cooler that can convert into a grill.
Each 11-inch robot action figure can be transformed into one of three vehicles: a police car, a fire truck, or a bus.
(R. DAKIN & CO. GIFT DIVISION)
These stuffed animals — Gabby Gorilla, Woofer Dog, and Tweeter Parrot — can reply to sounds and commands with unique responses and songs.
