The Toy Book - February 2022

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FEBRUARY 2022

IN THIS ISSUE Volume 38, No. 1 — Published by Adventure Media and Events LLC

DEPARTMENTS 34 | From the Editor

57 | Stat Shot: Canada

312 | Pop Quiz

50 | Industry Update

58 | Toy Insider Events

314 | Flashback

52 | ASTRA’s Insights

105 | Marketing Memo

53 | Toy Association Perspectives

251 | Talkin’ Toys: Wrebbit3D

56 | Stat Shot: U.S.

252 | Property Profile: Playmates Toys and Miraculous

2022 TOY LAUNCHES 106 | What’s New

229 | Games & Puzzles

147 | Activities & Construction

254 | Dolls & Plush

183 | Impulse & Collectibles

272 | Outdoor & Active

205 | Infant & Preschool

290 | Vehicles & Action Figures

FEATURES 54 | U.S. Toy Industry Sales Grew 13% in 2021 Pandemic lifestyle continues to drive strong growth.

60 | When Uncertainty Is the Certainty Predicting Industry and Market Trends for 2022 and Beyond 64 | The Supply Chain Crisis Reignites Reshoring Toy manufacturing is slowly coming back to the U.S.

Above: From top to bottom: Basic Fun!’s Care Bears I Care Bear, Mattel’s Disney and Pixar’s Large Scale Action Chop Buzz, hand2mind’s My Feelings Rainbow Fidget, and Cepia’s Dogs vs Squirls Below: Learn how you can take advantage of the growing Roblox metaverse on page 304.

Source: Roblox

66

State of the Industry Q&A

Dozens of top toy industry leaders, retailers, and manufacturers weigh in on toy trends, hot topics, business strategies, and more in this annual roundtable discussion.

304 | Roblox or Bust Jump into the metaverse for a new era of play.

306 | The TikTok Effect Learn from the teams behind some of TikTok’s hottest toys!

94 | The Global Manufacturing Shift Why Toy Production Is Ebbing Away from China

308 | Representation Matters These companies make sure kids see themselves in their toys.

96 | YouTube Takes Action The platform will begin contacting channels it believes are creating low-quality content.

310 | Out of the Box and onto the Screen A Round-up of Toy Brands with New Entertainment Content

Group Publisher Jackie Breyer jackie@toybook.com Editor-in-Chief Maddie Michalik maddie@toybook.com Deputy Editor James Zahn james@toybook.com Senior Editors Madeleine Buckley mbuckley@toybook.com Jackie Cucco jc@toybook.com Ali Mierzejewski ali@toybook.com Marissa Silva marissa@toybook.com Editorial Assistants Hannah Sacks hannah@toybook.com Nicole Savas nicole@toybook.com Editorial Interns Madison Eubanks Danielle Farina Khue Nguyen Art Director Joe Ibraham joe@toybook.com Junior Designer Elena Sorce elena@toybook.com Production Director Bill Reese bill@toybook.com Executive Director of Sales & Marketing James Devin jd@toybook.com Sales & Marketing Executive Stephanie Infantino stephanie@toybook.com Controller/Office Manager Lori Rubin lrubin@adventurepub.com President Laurie Schacht laurie@toybook.com

Cover art by Mitchel Wu Toy Photography | www.mitchelwutoyphotography.com The Toy Book Volume 38, No. 1 THE TOY BOOK (ISSN-0885-3991) is published bi-monthly by Adventure Media and Events LLC. Editorial and advertising offices are located at 307 Seventh Ave., Room 501, New York, NY 10001, Phone (212) 575-4510. Periodicals Postage paid at New York and additional mailing offices. Copyright © 2022 Adventure Media and Events LLC. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in USA. Subscription rates: $48 one year, foreign $200. The Toy Book is a trademark of Adventure Media and Events LLC. Registered in the U.S. Patent & Trademark Office. Postmaster: Send address changes to: Toy Book, c/o Adventure Media and Events LLC., 307 Seventh Ave., Room 501, New York, NY 10001 or e-mail bill@toybook.com. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of the management of The Toy Book.

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FROM THE EDITOR

WITH GREAT CHALLENGE COMES GREAT OPPORTUNITY

by MADDIE MICHALIK, editor-in-chief

WHILE WE ALL EXPECTED TO GATHER again in person at Toy Fair New York this year, the ongoing COVID-19 pandemic had other plans.

And rather than picking up this issue for the first time at the Javits Center — and, let’s be real, being bundled up during a snowstorm — I imagine that you are instead lounging in your work-fromhome attire reading the Toy Book’s BIG book in print or digitally, whether it be on your phone, tablet, or computer. How far we’ve come!

Despite the absence of Toy Fair New York this year, our editorial staff is proud to present you with our biggest issue of the year — and largest February issue in the Toy Book’s recent history — filled with everything you need to be prepared for the year ahead. I am grateful for a team that dedicated countless hours during early mornings, late nights, and weekends to make sure this issue is packed with as much valuable information as possible, including new product launches throughout the year, top trends, industry stats, expert commentary, and so much more.

I think it’s safe to say that we’re all ready for a return to in-person events.

Nothing beats catching up with colleagues and developing business relationships face to face, and, most importantly, getting hands-on experience with the toys that will be produced and sold throughout the year. Even though the industry is still playing in-person gatherings by ear and making safety a priority, we’re making it work, and I think the hybrid trade show model is here to stay.

As you flip through this issue, you’ll read about an industry that faced another year with massive challenges and turned them into opportunities. Of course, supply chain challenges dominated headlines and affected the way everyone did business in 2021. While this issue is not expected to start to ease up until the spring at the earliest, manufacturers and retailers that planned ahead were poised for a really strong holiday season and are ready for

fresh product arrivals.

And the numbers show that play prevailed once again. The toy industry grew 13% in 2021, reaching $28.6 billion for the calendar year. The NPD Group’s Vice President and Industry Advisor of Toys Juli Lennett notes that strong growth was due in part to consumers’ pandemic lifestyle: diverting money they would have spent on vacations, trips to the movies, and the like, and instead spending the cash on at-home entertainment. Whether it was searching for rare Pokémon cards or finding new options for family game night, consumers of all ages contributed to this growth. Read more from Lennett on page 54.

Be sure to also read through our annual State of the Industry roundtable, which includes commentary and predictions from industry leaders, retailers, and manufacturers. Turn to page 66 for our extensive executive Q&A with valuable insights about the year ahead. We also have hundreds of pages of new toy content across all categories to flip through starting on page 106.

This year, I challenge toy manufacturers to think outside of the box and give consumers even more new and exciting

products to look forward to in 2022. Innovation will drive the toy industry this year, looking to change-makers and risk-takers to break the status quo.

For example, this year companies are on a one-way ticket to the metaverse. Whether it’s incorporating physical products into a digital world (read more from Senior Editor Jackie Cucco on page 304) or exploring web 3.0 opportunities, the future is now. Speed to market will also be critical, as the window for production times has to decrease in order to capture the attention of Generations Z and Alpha. Today’s youth does not want a product that is available 18 months after something goes viral.

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

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INDUSTRY UPDATE

SPIN MASTER HEADS TO GOTHAM CITY FOR THE BATMAN PRODUCT LINE

Spin Master is entering the third year of its partnership with DC for Batman-branded toys with a robust lineup of action figures, vehicles, and playsets based on Warner Bros.’ The Batman.

Available in 4- and 12-inch scales, the new assortment includes products inspired by the lead characters and the actors who play them, including Batman/Bruce Wayne (Robert Pattinson), Catwoman/Selina Kyle (Zoe Kravitz), Oswald Cobblepot/The Penguin (Colin Farrell), and Edward Nashton/The Riddler (Paul Dano).

These toys began arriving at retail in recent weeks and will continue to roll out in the months ahead. »

TOY FAIR NEW YORK, SPIELWARENMESSE 2022 CANCELED, OTHER TRADE SHOWS PROVIDE UPDATES

Due to concerns over the spread of COVID-19, The Toy Association canceled this year’s Toy Fair New York and Spielwarenmesse eG canceled the 72nd Spielwarenmesse International Toy Fair in Nuremberg, Germany.

For both shows, hundreds of exhibitors were committed to attending, but the continued spread of COVID-19 and its new variants resulted in several high-profile exhibitors and buyers pulling out of the events.

In place of its in-person show, Spielwarenmesse eG offered a virtual event for the toy industry from Feb. 2-6. Meanwhile, the British Toy and Hobby Association moved forward with its plans for The Toy Fair, which took place at the Olympia in London from Jan. 25-27. »

MATTEL WINS BACK DISNEY DOLL LICENSE

The toy and licensing industries got a royal shakeup late last month. After losing the rights to produce Disney Princess and Frozen dolls to Hasbro in 2014, Mattel has regained the global licensing rights for the franchises in a multiyear deal.

Next year, Mattel will begin releasing a full range of fashion dolls, small dolls,

4-inch figures of Catwoman, The Penguin, and Batman from Spin Master’s The Batman collection.

Source: Spin Master

and figures inspired by a mix of classic animated Disney films, upcoming Disney+ series, and live-action Disney movies featuring the Disney Princess and Frozen characters. »

HASBRO EXTENDS LICENSING DEAL WITH DISNEY’S LUCASFILM

Hasbro extended its licensing agreement with Lucasfilm last month.

Under the revised agreement, Hasbro will serve as the master toy licensee for both the Star Wars and Indiana Jones franchises. With Indiana Jones under the Hasbro portfolio, the company will launch a new toy line next year, alongside the fifth Indiana Jones feature film. The company previously produced toys for Indiana Jones and the Kingdom of the Crystal Skull in 2008.

“In addition to a slate of new collectibles, figures, role-play gear, and games for Star Wars and Marvel, it’s an honor to bring Indiana Jones back to Hasbro and help introduce the beloved franchise to a new generation of fans,” says Hasbro President and COO Eric Nyman. »

JUST PLAY LAUNCHES NEW ENTERTAINMENT DIVISION

through content and gaming. Stone Newman will be the company’s inaugural chief content officer, overseeing the creation of original content to be distributed across a range of platforms where kids consume media.

The new division will also serve as an internal creative resource to support the existing Just Play business through content creation and partnerships. »

MOOSE TOYS REVEALS FIRST LOOK AT NEW OCTONAUTS TOY LINE

Beginning this August, a new line of action figures, vehicles, playsets, and plush featuring Captain Barnacles, Kwazii, Peso, and the rest of the Octocrew will surface at retail.

Created in partnership with Silvergate Media, the line from Moose Toys features toys inspired by the classic Octonauts series and the current reboot, Octonauts: Above & Beyond. Additional toys and characters will continue hitting stores through the end of the year. » Octonauts Octoray Playset Source: Moose Toys

Just Play revealed its plans for a new entertainment division focused on creating new and original intellectual property

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MELISSA & DOUG RAMPS UP SUSTAINABILITY

Melissa & Doug kicked off the new year with an accelerated timeline for its commitment to sustainability.

Last year, the company revealed its three-pillared Project Restore initiative.

The original plan forecast for Melissa & Doug to become fully Forest Stewardship Council (FSC) certified by 2025. Now, the company says it will surpass that goal by producing all of its paper and top-selling wood products in an FSC-certified manner by sourcing from responsibly managed forests by the end of this year. »

NRF, U.S. CENSUS BUREAU REPORT HOLIDAY RETAIL SALES SPIKE FOR 2021

Both the National Retail Federation (NRF) and the U.S. Census Bureau reported that retail sales for last year’s holiday season made year-over-year gains when compared to 2020.

The NRF says that sales during the tracked holiday season of November/ December 2021 spiked 14.1% over 2020.

The record $886.7 billion beat expectations and forecasts, which predicted growth between 8.5% and 10.5%. The U.S. Census Bureau, which tracks data using different methodology, reported a 16.9% year-over-year spike on sales in December, but notes that the number was down slightly from November. »

include H&M, Iscream, Chinti & Parker, Dolls Kill, Bandy Button, and FYE for fashion items; Olympia Le Tan, Melissa, Knockaround, and Dannijo for accessories; Igloo for coolers and housewares; and PEZ for collectibles. »

CLOUDCO ENTERTAINMENT CELEBRATES 40 YEARS OF CARE BEARS It’s a big year for Cloudco Entertainment’s Care Bears brand.

Care Bears launched in 1982 and will celebrate its 40th anniversary this year with multiple partnerships and collaborations. The anniversary celebration includes new Care Bears products and programs in toys and games, fashion, accessories, homeware, cosmetics, crafts, seasonal, travel, and the metaverse.

Basic Fun! will introduce a trio of new characters to its line of plush toys, including Care-a-Lot Bear, a special-edition 40th Anniversary Care Bear.

Other partners for the anniversary

Source: Cloudo Entertainment

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ASTRA’S INSIGHTS

ASTRA 2022: GETTING BACK IN THE GROOVE

The new year welcomes a new staff, in-person events, and more.

by SUE WARFIELD, president, American Specialty Toy Retailing Association IT’S A NEW YEAR AND THE AMERICAN Specialty Toy Retailing Association (ASTRA) is ready to move forward after evaluating the changing landscape of both our industry and the world as a whole. We are now positioned to focus on our members and what we can do to continue to connect with one another to achieve greater growth and success.

Here are just a few highlights of what’s new this year for ASTRA: MEET THE TEAM We are now a staff of four full-time employees. Get to know the following ASTRA team members:

Michael Foldeak, special projects and events manager: Michael comes to ASTRA having worked for more than 17 years at Melissa & Doug. Needless to say, he knows the toy industry extremely well and since joining our ASTRA team in June of 2020, he is digging in and learning how to best serve our ASTRA members.

Contact Michael at mfoldeak@astratoy.org

Jenna Stirling, membership specialist: Do you have questions about your ASTRA membership? Jenna can help!

Jenna started her tenure at ASTRA as a part-time staff member in February 2021 and took the leap to a full-time position in October. Jenna previously held positions at Learning Express and Marbles Children’s Museum.

Contact Jenna at jstirling@astratoy.org

Briana White, communications and marketing coordinator: Briana is our newest staff member, having joined the team on Nov. 1. A graduate of Clemson University, Briana has a 2-year-old daughter and brings a new perspective and energy to the ASTRA team.

Contact Briana at bwhite@astratoy.org HITTING THE GROUND RUNNING With a staff full of excited and energized people, we have so many great plans on the horizon this year. While some of the biggest toy trade shows were canceled or postponed, including Spielwarenmesse and Toy Fair New York, we’ve still managed to make it to a few others, including the Dallas and Las Vegas gift shows in the U.S. We spent our time gathering information about new trends and searching for new manufacturers and retailers to join our ranks.

AND THE AWARD GOES TO ...

Our Best Toys for Kids award nominations are open through Feb. 25. Eligible products must have been released after Jan. 1, 2021 and available to ship no later than Aug. 15, 2022. Anyone can nominate any product by simply snapping a photo of the product and sending it via text along with your name and company name to (312) 283-7144. It’s that easy.

This year, we are specifically looking for exciting, new products that appeal to a diverse market, products from new companies, and playthings that focus on sustainability. Manufacturers: Please keep in mind that we are looking for the best toys out there, so please try to limit how many of your own products you submit and only focus on your strongest items.

“With a full staff of excited and energized people, we have so many great plans on the horizon this year.”

Our Best Toys for Kids committee will comb through the nominations to come up with the finalists, and then our retail members will be able to vote on their favorites beginning April 1.

VIRTUAL AND IRL EVENTS This year, ASTRA will host another Spring Camp virtual event, which will allow the Best Toys for Kids Awards finalists to show off their products to ASTRA members, and let toy manufacturers provide a sneak peek at their newest releases that will later be on diplay at ASTRA’s 2022 Marketplace & Academy in Long Beach, California from June 12-15.

Speaking of ASTRA’s Marketplace & Academy, I’m excited to announce that we are back to our full schedule of events, and we can’t wait to experience the fun in Long Beach. For more details on this event or to register, contact our staff or visit marketplaceandacademy.org.

As always, I’m open to hearing any feedback, questions, or concerns you may have, so please feel free to email me anytime. I wish you all the best as we dive into a new year filled with new toys. » 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. Contact her: swarfield@astratoy.org.

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TOY ASSOCIATION PERSPECTIVES

THE TOY ASSOCIATION’S TOP TOY TRENDS OF 2022 Themes to Watch in the Toy Aisles This Year

by KRISTIN MORENCY GOLDMAN, senior advisor, strategic communications, The Toy Association FROM TOYS THAT ENCOURAGE KIDS to flex their imaginations and create original content to games that transport players to exotic foreign lands — or simply offer the opportunity to mentally or virtually escape — The Toy Association’s top toy trends of 2022 showcase exciting new ways for families to prioritize play this year.

“With Genius of Play research showing that 76% of parents believe play provided a positive escape from the reality of the pandemic last year, we expect both kids and adults to continue to seek refuge in play while much of the world remains uncertain,” says Adrienne Appell, executive vice president of marketing communications at The Toy Association.

“While there have been plenty of ups and downs and the effects of the global health and shipping crises have been felt unevenly by our member companies, at the end of the day, play is a mainstay — providing emotional support, opportunities for learning, and a chance for families to connect and destress.”

In preview meetings held with toy companies over the past few months, The Toy Association’s trends team identified The Toy Association has identified three major toy trends for this year. The organization will share more details at a virtual presentation on Feb. 21.

Source: Adobe Stock/The Toy Association

the following themes as ones to watch this year: CONTENT CREATION In the age of TikTok and millionaire influencers, everyone wants to be a creator. For kids who are inspired to create and share their own content, there is no shortage of toys that can help them create personalized content through construction, drawing, coding, photography, filmography, and more.

Toys that fall into this category do an excellent job of weaving social media trends into hands-on play patterns that help kids build a variety of skills. Also, be on the lookout for a new wave of ASMR-friendly toys that are social media friendly but grounded in tactile play.

SOCIAL CONSCIOUSNESS We all want to build a happier, healthier tomorrow, and toys and play continue to be regarded as critical tools for engaging kids in issues that we as a society care about, from sustainability and the protection of endangered species to social justice causes and topics surrounding diversity, equity, and inclusion.

Supporting this trend, a recent OnePoll survey commissioned by The Toy Association revealed that a toy’s sustainability is important to the majority of U.S. parents — proving that products that put in the investment behind the scenes will see the biggest payoff with consumers.

ESCAPISM The metaverse — a buzzword that erupted toward the end of last year — is expected to drive trends across multiple industries this year, including toys.

Expect to see more nonfungible tokens (NFTs), augmented reality, and virtual reality technologies in the play space, as well as products tied to immersive gaming experiences.

For those who want to stay grounded in the physical world, but are still looking to escape, there are plenty of options, from vacation- and international-themed puzzles and games to compact, travel-ready toys for anyone finally heading off on a vacation after nearly two years of being cooped up at home.

Interested in hearing more about top toy trends of the year, including their official names? Be sure to check out The Toy Association’s full trends release and accompanying presentation, which will be available on The Toy Association’s YouTube channel on Monday, Feb. 21. Visit toyassociation.org/trends to learn more. »

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

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STATE OF THE INDUSTRY

U.S. TOY INDUSTRY SALES GREW 13% IN 2021 Pandemic lifestyle continues to drive strong growth.

by JULI LENNETT, vice president, industry advisor, U.S. toys, The NPD Group 2021 WAS ANOTHER BANNER YEAR for the U.S. toy industry as dollar sales increased by 13%, or $3.2 billion, according to The NPD Group. Unit sales increased 8% and the average selling price of $12.37 was up 4% versus 2020.

Total industry sales, as tracked by NPD, reached $28.6 billion for the calendar year. When we look at the three-year compound annual growth rate (CAGR) from 2018-2021, toy industry dollar sales grew 8%, driven by an average selling price (ASP) growth of 8%. However, when we look at unit sales during that period, growth was a more modest 1%, which suggests that most of the growth over the last three years has come from increases in ASP. When projected to 100% of the total market, the U.S. toy industry exceeded

$38.2 billion, a new record.* The COVID-19 pandemic continued to prop up the toy industry in 2021 in many ways. The most significant impact was the more than $500 billion that the government delivered to consumers via two stimulus payments, one of which hit weeks before Easter and catapulted first quarter 2021 dollar growth by 43%. The six child tax credit payments in the back half of 2021 also elevated growth in the weeks after it was delivered to families.

The ongoing pandemic lifestyle was also paramount to strong growth for the industry in 2021. The disposable income that consumers diverted from other forms of entertainment was a contributor, as they continued to look for ways to entertain their kids and themselves. More than half of the dollar gains in 2021 came

Source: The NPD Group/Retail Tracking Service/U.S. Toys/Adjusted Dollars

from households with incomes greater than $100,000 — those households likely had more savings from not spending on vacations and other out-of-home entertainment. In addition, about 60% of the dollar gains came from “kidults” (ages 12 and up) who indulged in trading cards from franchises including Pokémon and Major League Baseball, building sets like LEGO, collectibles like Funko Pop! Vinyls, and other toys and games to fill their time at home.** The COVID-19 pandemic has also driven the increase in ASP over the last two years. The increases we’re measuring have not simply been due to rising prices; the increases in ASP have also been a result of fewer promotions, less price sensitivity, and consumers trading up to higher-priced products, which may have been a self-fulfilling prophecy this holiday season as manufacturers shipped higher-margin products due to supply chain issues.

ANNUAL SUPERCATEGORY PERFORMANCE Looking at supercategory performance, 10 of the 11 supercategories NPD tracks experienced growth in 2021.

Compared to 2019, all the supercategories posted a positive two-year CAGR. Outdoor and Sports Toys continued to be the largest supercategory with $5.9 billion in sales in 2021, while Explorative and Other Toys had the largest dollar gain of $557 million. It also had the fastest dollar

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Source: The NPD Group/Retail Tracking Service/U.S Toys

growth versus 2020 of 35%. The only absolute dollar decline versus 2020 came from Youth Electronics, which declined 0.4%, or $2 million. Looking at CAGR compared to 2019, Explorative and Other Toys had the fastest growth of 24%, followed by Games and Puzzles at 23%.

DRIVERS OF CHANGE Now let’s look at the brands and products that drove change across the 11 supercategories tracked by NPD: 1. Explorative and Other Toys had the largest dollar gain, which was driven

by ZURU’s 5 Surprise and the NFL and NBA franchises.

2. ZURU’s Bunch O Balloons had the strongest growth in Outdoor and Sports Toys, with contributions also coming from MGA Entertainment’s Little Tikes and KidKraft’s Cedar Summit.

3. Games and Puzzles grew 14%, with Pokémon dominating the growth in the category, followed by What Do You Meme? and Hasbro’s Magic: The Gathering.

4. Action Figures growth of 24% was the third-fastest in the industry. The Jurassic World brand had the largest growth, followed by Funko Pop! and Moose Toys’ Heroes of Goo Jit Zu. 5. Plush had the second-fastest growth of all supercategories, up 30%.

Squishmallows from Jazwares topped the growth, followed by the CoComelon brand and Magic Mixies from Moose Toys.

6. Building Sets were up 16%, outperforming market growth. LEGO Star Wars sets had the largest gains in this category, and contributions also came from LEGO Creator Expert and LEGO Super Mario.

7. Infant, Toddler, and Preschool Toys underperformed the industry’s growth, but had the biggest gains with CoComelon, Bluey, and PAW Patrol toys.

8. Dolls grew 4% with MGA Entertainment’s Rainbow High property as the top growth property in the category, followed by Mattel’s Barbie and the Disney Princess brand.

9. Vehicles grew 9% with Mattel’s Hot Wheels contributing most of the growth. Products from Nintendo and Sharper Image were the No. 2 and No. 3 growth drivers.

10. Arts and Crafts grew 2%, with Spin Master’s Kinetic Sand, LEGO Art, and Hasbro’s Play-Doh as the major contributors for growth.

11. Finally, Youth Electronics had the only decline of $2 million, primarily driven by declines in Disney Frozen products. Bandai’s Tamagotchi and Moose Toys’ Little Live Pets were the two largest-gaining properties.

LOOKING AHEAD TO 2022 With inflation in December 2021 at 7% — the fastest pace since 1982 — and price increases for toys in stores on the horizon, consumers’ reactions to these

price increases will likely be the biggest story in 2022. With this, understanding price elasticity will emerge as the most important initiative for manufacturers and retailers to maximize sales in 2022.

In addition, with 32% dollar growth over the last two years of the pandemic (2021 versus 2019) and fewer toys likely to be purchased in 2022, success in the market will be measured in market share gains and losses.

On the plus side, if the pandemic has taught us anything, it has reinforced the belief we already had: Parents will put their kids’ health and happiness above all else, and toys are one of the best bets to make that happen at home. »

Source: The NPD Group/U.S. Toys Retail Tracking Service, January-December 2021 *Source: The NPD Group/U.S. Toys Checkout Tracking, January-December 2021 **Source: The NPD Group/U.S. Toys Checkout Recipient Insights, JanuaryDecember 2021

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

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

ANNUAL 2021

CHANGE

Action Figures and Accessories

$2.09 billion

24%

Arts and Crafts

$1.22 billion

2%

Building Sets

$2.67 billion

16%

Dolls

$3.78 billion

4%

Games and Puzzles

$3.34 billion

14%

Infant, Toddler, and Preschool Toys

$3.69 billion

10%

Youth Electronics

$480 million

0%

Outdoor and Sports Toys

$5.86 billion

8%

Plush

$1.66 billion

30%

Vehicles

$1.70 billion

9%

Explorative and Other Toys

$2.15 billion

35%

GRAND TOTAL

$28.64 billion

13%

*Approximately 78% of the U.S. toy retail market. Source: The NPD Group Inc./Retail Tracking Service/U.S. Projected to 100% of the U.S. population, the U.S. toy industry is estimated at about $38.2 billion.

2021 TOP 10 TOYS* RANK

ITEM

MANUFACTURER

1

Hot Wheels Singles 1:64 Assortment

Mattel

2

Barbie Dreamhouse

Mattel

3

5 Surprise Mini Brands Mystery Pack Assortment

ZURU

4

Rainbow High Doll Assortment

MGA Entertainment

5

5 Surprise Toy Mini Brands Capsule Assortment

ZURU

6

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

MGA Entertainment

7

Pokémon Celebrations Elite Trainer Box

The Pokémon Co.

8

Barbie Color Reveal Doll with 7 Surprises Assortment

Mattel

9

Pokémon Shining Fates Elite Trainer Box

The Pokémon Co.

10

UNO Card Game Assortment

Mattel

*Approximately 78% of the U.S. toy retail market. Source: The NPD Group Inc./Retail Tracking Service/U.S.

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CANADA DOLLAR SALES, CANADIAN TOY INDUSTRY, SUPERCATEGORIES* SUPERCATEGORY

ANNUAL 2021

CHANGE

Action Figures and Accessories

$129.75 million

13%

Arts and Crafts

$99.91 million

-1%

Building Sets

$283.4 million

14%

Dolls

$252.71 million

-3%

Games and Puzzles

$312.61 million

13%

Infant, Toddler, and Preschool Toys

$271.48 million

1%

Youth Electronics

$41.76 million

-6%

Outdoor and Sports Toys

$445.8 million

6%

Plush

$126 million

22%

Vehicles

$130.62 million

4%

Explorative and Other Toys

$166.3 million

32%

GRAND TOTAL

$2.26 billion

8%

*Approximately 64% of the Canadian toy retail market. Source: The NPD Group Inc./Retail Tracking Service/Canada. Projected to 100% of the Canadian population, the Canadian toy industry is estimated at about $3.5 billion.

2021 TOP 10 TOYS* RANK

ITEM

MANUFACTURER

1

Hot Wheels Singles 1:64 Assortment

Mattel

2

Barbie Dreamhouse

Mattel

3

Spikeball Combo Meal Set

Spikeball

4

Rainbow High Doll Assortment

MGA Entertainment

5

Pokémon Celebrations Elite Trainer Box

The Pokémon Co.

6

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

MGA Entertainment

7

5 Surprise Mini Brands Mystery Pack Assortment

ZURU

8

Barbie Color Reveal Doll with 7 Surprises Assortment

Mattel

9

Jenga Classic

Hasbro Gaming

10

Super Mario Adventures Starter Course

The LEGO Group

*Approximately 64% of the Canadian toy retail market. Source: The NPD Group Inc./Retail Tracking Service/Canada

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SWEET SUITE RETURNS TO NYC ON JULY 13, 2022

THE TOY INSIDER AND THE TOY BOOK will host the 13th annual Sweet Suite event live and in person on July 13, 2022 at Pier Sixty in New York City.

Sweet Suite is the ultimate toy event where top digital influencers join producers and writers from major media outlets to check out the hottest toys coming soon to store shelves. This exclusive, invitation-only event is the most effective way for manufacturers to get their new products in front of consumers by connecting with influential digital personalities and the top-tier press outlets in the country.

This year, Sweet Suite will welcome more than 350 members of the press, YouTube creators, and digital influencers from Instagram and TikTok to connect with toy and game brands, meet face-toface, and get hands-on with the hottest products of the season.

Guests will play with hundreds of new

toys and enjoy an exciting party atmosphere with tons of interactive elements, such as photo-ops, contests, games, and more. Attendees will also enjoy gourmet food and cocktails, all while getting a first look at new product reveals and making new industry connections.

For the last two years, Sweet Suite took place virtually due to the COVID-19 pandemic. The “@ Home” version of the event allowed guests from more than 15 different countries to mingle via Zoom, explore a 3D show floor, and scope out the hottest new products from top companies, including VTech, Just Play, Bandai America, Jazwares, Nintendo, Kid Trax, Jakks Pacific, Basic Fun!, Crayola, Hasbro, PlayMonster, Mattel, LEGO, WowWee, Spin Master, Moose Toys, and many more.

In 2022, Sweet Suite will return to its original format as an in-person event, but there will also be a virtual component

for those who can’t make it to New York, maximizing exposure for companies’ top products with influencers and press from all over the world.

After the event, the fun will continue when enormous swag boxes are shipped directly to attendees’ homes, sparking a resurgence in social media impressions and ensuring that influencers and journalists have products on-hand to review, consider for their holiday gift guides, and create unboxing videos to share with their millions of followers.

Sponsors have already begun reserving their space for Sweet Suite 2022.

Multiple levels of sponsorship are available, but space is going quickly. If you are interested in rates or more information, contact Jackie Breyer at jackie@toyinsider. com, James Devin at jd@toyinsider.com, or Stephanie Infantino at stephanie@ toyinsider.com »

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STATE OF THE INDUSTRY

WHEN UNCERTAINTY IS THE CERTAINTY

Predicting Toy Industry and Market Trends for 2022 and Beyond

by STEPHANIE WISSINK, managing director, Jefferies AS I WRITE, IT’S BEEN MORE THAN two years since the first identified case of COVID-19. It feels as though we can call COVID-19 an endemic versus a pandemic, given that it is our new living reality.

Consumers and business leaders are operating under one singular certainty: uncertainty. That said, within uncertainty exists new opportunities, even if the clarity around those prospects feels hazy.

As industry analysts focused on connecting capital to ideas, we at Jefferies are optimistic about future opportunities.

As a result of the dynamic nature of the near-term backdrop, toy companies should pay attention to the following trends and topics we’re monitoring this year that could shape the industry during the next 3-5 years.

WHAT’S TRENDING We are seeing a continuing renaissance of classic play. Whether communal, in categories such as games and puzzles; or independent, open-ended play in construction, playsets, and arts and crafts; classic play garnered attention and affection during the pandemic in the past two years. We expect lasting effects and look forward to ongoing storytelling and innovation in classic play in the years ahead.

We’re especially intrigued by the connection between classic play for all ages and 21st-century skills that employers are increasingly citing as necessary to be competitive in a tight labor market, such as imagination and creativity, problem solving, complex versus linear thinking, and emotional intelligence.

Generations Z and Alpha (today’s teens, tweens, and kids) are also more culturally aware than prior generations at their ages. Their families, communities, and classrooms are diverse, and their thinking is equally as informed. The East is inspiring the West in the areas of fashion, skin care, entertainment, and even foods (like bubble tea!), while minimalism and second-hand products are favored to excess consumption. They prefer experiences to product. TikTok is their chosen social media platform. These are the changemakers who are entering the age of influence, calling on all of us to do better. Pay attention to them.

“Consumers and business leaders are operating under one singular certainty: uncertainty.

That said, within uncertainty exists new opportunities, even if the clarity around those prospects feels hazy.”

Generations Z and Alpha are both today’s toy enthusiasts and tomorrow’s sustainability-seeking investors. Toymakers and brands can be early conduits for educating and embracing the circular and sharing economy, donating and diverting from landfills, and building

new pathways toward resale. The capital markets are starting to transform under a similar arc of responsibility logic, with new standards around environmental, social, and governance (ESG) factors and corporate social responsibility (CSR), creating a real movement.

THE ECONOMY OF PLAY Turning to economic trends within the toy industry, the past two years have generally favored larger companies, brands, and retailers at the expense of the small, independent industry participants. Supply chain disruptions, increasing labor costs, rising digital marketing rates, and staffing disruptions from COVID-19 were just some of the factors detrimental to small business growth.

Meanwhile, larger companies with large profit pools and access to low-cost capital were able to digest these impacts more easily. For the industry to once again offer the breadth of choices and experiences that consumers deserve, smaller companies need our support.

Marketplace platforms, stronger digital marketing strategies, and social media modules are part of the solution, but they also need industry support, incubator capital, and gateways to enter the market and grow.

Last year also brought a commerce boomerang: Surprise — U.S. consumers do like to shop in stores! 2020 challenged all convention around shopping domains and quickly set new standards for digital fluency with e-commerce at more than 50% of consumer product sales in select

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STATE OF THE INDUSTRY categories. Yet, as soon as vaccines started getting pushed into arms, feet started walking back into stores. This is the good news. The bad news? Those store experiences still need some work, and we anticipate a multiyear cycle of investment into stores as both zones of consumption and local e-commerce fulfillment hubs. Toymakers and retailers are in a unique position to exploit the wonderland effect of the toy department: storytelling at shelf, crafting unique partnerships, rethinking packaging as part of the experience, and making shopping for toys just as fun as playing with them.

FANDOM 3.0: SAY HELLO TO THE METAVERSE Where my peeps at? With fan conventions, hobby shops, and other gathering spots closed or under tight capacity restrictions, fans had to find new ways to connect with each other and their favorite brands these past two years. Digital forums provided a quick solution and Wall Street became a new, unified target.

“Meme” stocks were a hip headline and gave power to the collective of individual investors. The rocket ship emoji had never been used more frequently. The future of fandom is increasingly digital and co-created, and we look to toys, games, and entertainment brands to take bold steps forward this year and beyond in exploring new ways to connect fan communities.

We’re keeping a close eye on physical collectibles brands that are making the leap into digital opportunities, testing new accessibility and downstream value possibilities in real time. It’s still a bit of the Wild West in the digital collectibles sphere, but efficient and scalable models are starting to form. Community is core to fandom, and many of the most successful digital spaces are rooted in inclusiveness and co-creation. Never underestimate the power of fans coming together to battle for a unified cause, whether that’s a battle royale in a video game or sending a stock up more than 1,000% in a year.

Wissink says it is important to focus on kids’ mental health as they experience a global health crisis along with major societal shifts.

Source: Adobe Stock

While the metaverse was initially believed to be a completely alternative and parallel world for digital existence, recent thinking incorporates greater transferability across physical and digital domains. Toymakers and partnerships will need to redefine their commercial approach, integrating digital universes into legacy, physically defined contracts.

Nonfungible tokens (NFTs) are only one element of this new world order, but are the most obvious way to extend brand value into this new frontier so far. The temptation is to simply digitize physical items, but the bigger opportunity is to stretch the continuum of possibility, with some experiences potentially beginning in the metaverse and spilling into the physical world. The invitation is to rethink play altogether — when, where, and how it happens. The next few years will shape how “mass market” the metaverse can become and how quickly. If Fortnite, Minecraft, and Roblox are any indication, the metaverse is going to be “mass”-ive.

CONTINUING EFFECTS OF THE PANDEMIC Finally, it’s important to focus on mental health right now. Kids and families are enduring levels of stress not witnessed in modern times as they experience a global health crisis, environmental destruction and life-threatening weather events, racial tensions, extreme political bifurcation, and the collapse of many trusted institutions. Mental health is moving from taboo to today’s topic of action, gaining justified visibility as major celebrities and influencers share their stories on the global stage.

Did you know the average wait time to be assigned a psychologist/therapist nears 12-14 weeks and most costs are

out-of-pocket? Bravo to youth-focused brands who push for reform, give voice to feelings, destigmatize mental health, and foster belonging and self-worth. Looking to engage in a solution? Start in schools.

Mental health professionals in elementary, middle, and high schools have long been under-resourced. As an industry that sparks and seeks joy, the need couldn’t be greater for companies to step in and fill a real purpose-driven gap.

In what has felt like a two-year period of great loss and monumental change, we take comfort in the resiliency of humanity and the toy industry. There are ongoing risks, but there are also tangible opportunities to grow, thrive, and give back. We take cues from the next generations of consumers, seeing their influence grow by the day, and admiring their persistence to change the world around them for the better. The capital markets are open for business and together with all of you, finding and funding new ideas that fit a new set of responsibility standards continues to be our commitment to fostering future growth for the toy industry. Partnership is a powerful force that we’re willing to fully underwrite. »

🚀

Stephanie Wissink joined Jefferies in 2017 as managing director and senior research analyst, covering retail and consumer products companies. She has more than 20 years of equity research experience — previously with Piper Jaffray — authoring company and industry reports focused on broadlines and specialty retail, beauty products and services, entertainment, toys and games, pets, and health and wellness.

She collaborates with Jefferies’ global consumer, technology, media, and healthcare teams to provide insights on strategic evolution, demographics, demand dynamics, and globalization.

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Toy manufacturing is slowly coming back to the U.S.

by JAMES ZAHN, deputy editor TOYS HAVE ALWAYS BEEN A GLOBAL business, but the policies and climate of the ‘70s and ‘80s managed to push the bulk of manufacturing and packaging — with exceptions like Slinky, Wiffle Ball, and Lincoln Logs — out of the U.S. Decades later, the COVID-19 pandemic exposed the true weaknesses of the supply chain and how inflation, labor issues, rising costs for raw materials, and reliance on global shipping cartels could wipe out the financial upside of international production. When paired with recent concerns regarding tariffs and intellectual property (IP) theft, reshoring and nearshoring efforts are top-of-mind with manufacturers.

While a recent study from the Reshoring Institute revealed that nearly 70% of American consumers would prefer to buy — and pay more for — products labeled “Made in USA,” the industry faces several roadblocks to domestic production. Opening a new factory in the U.S. requires major upfront capital investment, machines and tooling sourced from overseas, and environmental considerations. Once built, a new facility must be operated by a workforce that, for the most part, no longer exists due to a labor shortage in the U.S. As the toy industry knows well, with challenge comes opportunity.

RETAIL REINVENTED MANUFACTURING Last year, Walmart reinforced its commitment to U.S. manufacturing with its America at Work initiative. A successor to Walmart founder Sam Walton’s 1985

Bring It Home to the USA campaign, America at Work is a commitment to purchase $350 billion in products made, grown, or assembled in the U.S. The retailer says that “jump-starting the manufacturing industry and rebuilding the middle class requires a national effort by companies, industry leaders, lawmakers, and others.” Walmart believes that its efforts will support 750,000 manufacturing jobs by 2030.

“As we continue to expand production into the U.S., we have an excellent team that is being smart and strategic about where we source our product.”

— Eric Nyman, president and COO, Hasbro A key part of Walmart’s plan is the “American Lighthouses” concept that seeks to unite business leaders with government and local economic development groups to create regenerative supply chains in six key areas. For the toy and game industries, two of Walmart’s supply chain focus areas are of interest: plastics, and metals and motors.

In Ohio, Little Tikes, Step2, and Simplay3 produce rotationally molded toys and home products for the global market. Many of their products are large

items that would be expensive to import.

The companies’ central location makes it easy to ship directly to consumers or to U.S. retailers’ warehouses.

According to several industry experts, the vehicles category had consistent outages at retail last year, not only for die-cast cars and trucks, but also for playsets. As a result, Simplay3 collaborated with Walmart to bring a new product to market in record time.

“The Monster City Extreme Wheels Track was developed from a conversation with a buyer who had specific needs for a product,” says Brian McDonald, vice president of sales and marketing at Simplay3. “Since our design, engineering, and manufacturing are all in Streetsboro, Ohio, we were able to communicate and develop this product in 17 weeks.”

The double-sided playset is compatible with most 1:64-scale monster trucks and McDonald says this is just one example of what is possible when retailers source domestically.

In New Jersey, EastPoint Sports is using the success of one domestically sourced product, Kan Jam, as a springboard to launch an entire “Made in the USA” product segment that will debut at Walmart this spring.

“We are focusing on more manufacturing efforts in the U.S. that will ultimately create jobs and provide near-term sourcing opportunities,” says Jonathan Berkowitz, CEO of EastPoint Sports.

BRINGING HOME THE CLASSICS Smaller, made-in-the-U.S. companies

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— including the American Bubble Co., Blu Track, Cubles, and LuxBlox — are emerging. Meanwhile, the largest domestic facility producing toys and games is manufacturing products for one of the largest toy companies: Hasbro.

Hasbro sold its facility in East Longmeadow, Massachusetts, to the Cartamundi Group in 2015, but the companies have since formed a partnership under which Cartamundi continues to manufacture select Hasbro products — such as Monopoly and Clue — in the U.S. Five years ago, production for certain Play-Doh products also returned to the U.S. For Hasbro, diversification of the supply chain has been in the works for many years. Speaking to CNBC in 2019, late Chairman and CEO Brian Goldner said that decreasing reliance on China had been in the works since 2012, due in part to what he called “enterprise risk reasons.” At the time, Hasbro was producing about 50% of its global output in China and was hoping to be down to about one-third by 2023. Now, current Hasbro President and Chief Operating Officer Eric Nyman points out that the continued diversification of its supply chain is currently a delicate balance.

“Our biggest challenge in moving more manufacturing to new locations is ensuring we hold true to our company’s values of manufacturing a safe, high-quality product at a price providing great consumer value,” Nyman says. “As we continue to expand production into the U.S., we have an excellent team that is being smart and strategic about where we source our product.”

THE NUANCES OF “MADE IN USA” The red, white, and blue “Made in USA” label that adorns domestically

produced consumer goods is a symbol of American manufacturing. In a crackdown on what it called “rampant Made in USA fraud,” the Federal Trade Commission (FTC) formally published an enforceable rule last summer.

The rule says that companies cannot make unqualified “Made in USA” claims on labels unless the final assembly or processing of the product occurs in the U.S.; all significant processing that goes into creating the product occurs in the U.S.; and all, or virtually all, ingredients or components of the product are made and sourced in the U.S. Approved qualifiers include wording such as “Made in the USA of U.S. and China components” or similar that is truthful and not misleading.

“When we launched Simplay3, we decided that not only were we going to produce our products in the U.S., but that we would also support U.S. suppliers of component parts,” McDonald says. “We have heard of companies that could not ship an American-made product because they were waiting for additional components to arrive from offshore.”

Two years ago, CreateOn partnered with Magna-Tiles for its first collaborative line of magnetic play structures that it labels as “Designed and Assembled in USA.” Using imported Magna-Tiles as a base, CreateOn designs products that are printed, assembled, and packaged in Illinois. Vice President Steven Rosen says that he believes “a hybrid mode [of sourcing] will be needed to be able to be responsive for the needs of the global supply chain” this year and beyond. He also says that a prime benefit to making toys in the U.S. is being able to refine the play experience.

“The biggest advantage to us is the ability to concept and create new products in-house within a day to see if the

product is viable,” Rosen says. “We can let our family and friends play test them for us quickly.”

FUTURE OUTLOOK Last fall, New Jersey-based LaRose Industries LLC — maker of Cra-Z-Art and RoseArt products — opened a 315,000square-foot manufacturing facility in Jacksonville, Florida. Cra-Z-Art now maintains more than 1 million square feet of manufacturing space dedicated to producing toys, art supplies, craft kits, and school supplies in the U.S. Crafts and plastics aside, there are still major issues with making toys in the U.S. that fall into complex categories, such as action figures, electronic toys, or anything involving metal. For more than two years, Emmy Klint has been working on a relaunch of her grandfather’s company, Nylint. The company was once a leader in pressed-steel toys alongside Tonka and Buddy L. Today, she says that there is just no infrastructure in place to make the products in the U.S., which means the first two Nylint reissues are being produced in China — something she hopes to avoid going forward.

“It has been a very long and difficult road and has made me even more certain that the next toys need to be made in the U.S.,” she says, cautioning that without major investment, that can’t happen.

In a business filled with creative individuals who work tirelessly to create positive play experiences for kids worldwide, the thought of growing the U.S. toy industry here at home is no longer spoken of as being impossible. At bare minimum, it’s now a consideration as the hassles of international plant shutdowns, freight issues, and rising costs have tipped the scales so that even the largest toymakers are ready to explore new possibilities. »

The new Cra-Z-Art facility in Jacksonville, Florida boasts 315,000 square feet of production space for toys, art supplies, and craft kits. | Source: Cra-Z-Art

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STATE OF THE INDUSTRY STEVE RONCHETTO Vice President, Divisional Merchandise Manager of Toys, Walmart U.S.

In 2020, most consumers preferred online shopping. In 2021, the opposite was the case. How did Walmart balance online distribution channels with in-person foot traffic last year?

At Walmart, we are focused on providing easy and convenient shopping options for our customers. Whether they want to place an order for items to be delivered to their home, shop in one of our thousands of stores, or swing by a store and have their items loaded into their car using our pickup service — our goal is to provide them with a great shopping experience no matter how they choose to shop with us.

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

We will continue to deliver on being America’s Best Toy Shop by listening closely to our customers and using data to make sure we are offering the latest trends and most sought-after toys as part of our broad toy assortment, offering these exciting items to customers at our everyday low prices, and ensuring they have their items in hand as fast as possible. And, as always, we are focused on ensuring that our customers have a great shopping experience ­— whether it be in stores or online.

Industry leaders, retailers, and manufacturers weigh in on toy trends, hot topics, and business strategies in the Toy Book’s annual roundtable discussion.

ERIC NYMAN

President and Chief Operating Officer, Hasbro

How did Hasbro’s NERF Chief TikTok Officer initiative perform last year? How does this creative marketing strategy encourage fan engagement for the brand?

The NERF Chief TikTok Officer Campaign was wildly successful and a huge milestone for both the brand and the company in 2021. As the first Hasbro brand to launch on TikTok, we went straight to the source — our loyal fans — to ensure we got this right. We selected around 10 contenders to formally interview for the position and to meet face to face with a panel of representatives from global marketing, PR, and social communications at Hasbro, who spent the time getting to know them on a more personal level, finding out what they love about TikTok, and how they’d combine their platform knowledge and love of NERF into running the official account.

Sophie Lightning, our outstanding Chief TikTok Officer, continues to bring the NERF TikTok channel to life in a way NERF fans love, because she is [a fan, too].

How important is outbound licensing to your overall business strategy?

Hasbro has cultivated a passionate community of fans and collectors for a variety of brands and products from My Little Pony and Play-Doh to Monopoly to NERF, and we continue bringing experiences to life off-screen for beloved entertainment properties like Transformers, Peppa Pig, and PJ Masks. Expanding the footprint of these iconic brands through licensing is a powerful tool that allows us to reach our community of fans and deliver innovative and engaging brand experiences. Licensing will continue to be a part of our business strategy as it allows our consumers to express their fandom and engage with Hasbro brands beyond just play, whether that be through clothing, sporting goods, fashion, accessories, cosmetics, live events and location-based entertainment, and much more.

Hasbro had a big entertainment year with Snake Eyes and My Little Pony: A New Generation. What details can you offer on any upcoming projects in 2022?

We are in the middle of a total Pony revolution. We have developed a truly brandled, audience-focused strategy for My Little Pony (MLP), working collaboratively with all our fantastic teams across the blueprint. Our goal — which was to launch a new generation of ponies to a new generation of kids — has had a spectacular start, with the hugely successful movie release in September on Netflix. Thanks in part to a highly strategic, millennial mom- and kid-focused marketing campaign and collaboration across our blueprint, we saw massive global impact, driving millions of eyeballs to Netflix — topping No. 1 in kids on Netflix in 86 markets on release weekend and creating huge merchandise desire and sell-through, launching unprecedented engagement with music, and generating record-breaking activity on all our social platforms.

This year marks our biggest year of content yet, with nearly 500 minutes of animation that will give our audience more access to MLP content than ever before. Starting in April, our 2D series Tell Your Tale will launch, highlighting the Mane 5 featured in the movie in snackable, humor-driven, five-minute episodes dropping weekly all year. Then on May 26, our special Make Your Mark drops on Netflix, picking up from the movie where the Mane 5 are learning to live with each other and their new powers. The special sets up the action to come in our series by the same name, and a holiday special, Winter Wishday, will drop in November. New music, apps, a podcast, social content, and more will be ongoing as fans continue to want more My Little Pony.

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ANNE CARRIHILL

Category Leader of Toys and Games, Amazon

Amazon sold 1 million toys within the first couple of weeks of the start of its holiday shopping season in October.

How did the company keep up with an unrivaled demand for online orders in 2021?

We begin our planning for the season on Jan. 1 to help ensure we are ready to deliver an incredible holiday for customers. As part of this preparation last year, Amazon continued to invest across its supply chain. This included announcing an additional 150,000 seasonal fulfillment and delivery roles across the U.S. and investing in technology to help us better predict what products our customers will want, as well as where and when they’ll want to receive them. We also continued to invest in our transportation capabilities, creating a supply chain that is built for an environment in which safety, speed, and efficiency are of the essence. We are proud to make customers’ holiday celebrations easier by offering a wide selection of deals and low prices with convenient delivery and pickup options.

In 2021, we kicked off the holiday season earlier than ever with holiday deals. Throughout the season, we offered customers a variety of ways to discover and shop their gift list both online and in store.

We helped customers get a jump on joy with Amazon’s 2021 Holiday Kids Gift Book, Ready, Set, Play, a printed book packed with more than 90 colorful pages of gifts from brands like LEGO, Hot Wheels, Play-Doh, L.O.L. Surprise!, and PlayShifu, as well as toys only available at Amazon from brands such as Osmo, Little Tikes, Barbie, and Hasbro Gaming. The Kids Gift Book also included activities for family fun, such as a maze, a color-by-number section, a cardboard craft, a postcard, a short story, stickers, and more.

Customers could also experience the book’s illustrations and characters in augmented reality and bring the woodland world to life by scanning the QR code in the book.

And, families could watch Amazon Original Series Do, Re & Mi and LEGO Monkie Kid, and purchase toys and games inspired by the shows.

We also introduced a shoppable digital Ready, Set, Play Holiday Kids Gift Book, which customers could explore from their mobile device or desktop. This offered an easy and convenient way for customers to discover and shop for great toys and games for kids of all ages and interests.

For customers seeking an in-store experience, Amazon Pop Up locations across the U.S. offered a whimsical shopping experience for consumers to discover, play with, and purchase toys from Hasbro, LEGO, Osmo, Disney, Marvel, and Star Wars.

STEVE TOTZKE

Chief Commercial Officer, Mattel

How important is licensing to Mattel’s growth strategy?

We feel our best-in-class commercial capabilities, strategic retail partnerships, broad distribution, and ability to create demand in an increasingly complex media environment has proven to be a unique competitive advantage for Mattel and our partners.

The combination of that category innovation and commercial excellence leads us to believe the global momentum we have established over the past couple of years will continue, and we expect to increase our volume and grow our market share.

As part of our growth strategy, we aim to be the partner of choice for the entertainment companies bringing their product to life and to market in the most successful possible way. We have well-established and expanding global partnerships with Universal Studios, Warner Bros., Nickelodeon, Microsoft, WWE, Pokémon, and Disney.

In addition, last year we announced an expansion of our relationship with Disney Consumer Products, Games, and Publishing for Disney and Pixar’s eagerly anticipated movie Lightyear. This property and Universal’s Jurassic World: Dominion are sure to drive excitement and traffic to the theaters and toy aisles as we launch at retailers around the world this summer.

How will Mattel’s consumer products business evolve this year?

We believe there is a significant opportunity to further our consumer products business.

To do this, we are actively looking to create new partnerships, enter new categories, and expand our distribution footprint. A great example of a recent partnership is the UNO x Nike launch in late 2021, through which Mattel partnered with NBA star Giannis Antetokounmpo (an avid UNO player) to launch a shoe and clothing collection.

More opportunity exists with relaunched brands like Monster High, a significant piece of Mattel IP to be rebooted this year, which had a significant presence outside the toy aisle.

Additionally, we will look to new executions across location-based entertainment to round out the consumer experience. These provide an immersive brand experience, such as transporting the consumer onto the island of Sodor as part of A Day Out with Thomas or into the action of our Hot Wheels Monster Truck Live shows. These opportunities provide a great place for families to interact with our brands and an additional avenue for toy sales. These shows have started coming back post-COVID-19-related shutdowns, and we are excited about the response we are seeing from consumers for their return.

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STATE OF THE INDUSTRY NIKHIL NAYAR

Senior Vice President, Hardlines, Target

How did Target make sure that shelves were stocked throughout the holiday season?

We knew guests were looking to shop earlier for a variety of reasons last year — whether it was to relish in the joy of the extended season or simply check items off their list sooner. And, as always, value was incredibly important to our guests, especially during the holidays. To ensure we were well-positioned to deliver a great guest experience, our teams planned and worked closely with our vendors and transportation partners to keep stores well-stocked and ready. Thousands of trucks made deliveries to Target stores each day to replenish everyday essentials and the season’s hottest gift items. Our inventory was up substantially over the same time last year. We also made big investments in our supply chain operations and stores-as-fulfillment-hubs model to serve our guests even faster and more efficiently.

Same-day services (including order pickup, drive-up, and Shipt) grew nearly 60 percent at Target in 2021, on top of more than 200 percent the year prior. Do you think this consumer shopping trend will continue into 2022?

Our same-day services have had tremendous growth over the past year — and we expect to see that trend continue. Our investments in our team and store operations over the years have positioned Target to help guests shop on their own terms.

The convenience of these services is unmatched and provides a fast, easy, and safe experience for our guests. This past holiday season, we added several enhancements to our industry-leading, same-day drive-up and order pickup services to help make the experience even easier. We added more than 18,000 dedicated parking spaces for drive-up ahead of the busiest time of the year and introduced a new “Shopping Partner” feature to allow guests to send a friend or family member to pick up their order in case their plans changed.

What are your predictions for the state of toy retail in 2022?

This year, we’ll continue our investments in creating unique toy shopping experiences for our guests that make Target a destination for the hottest toys and games. Our strategic partnerships with popular brands, such as Disney, LEGO, and FAO Schwarz, bring excitement to guests, all at an incredible Target value. We’ll also continue to build upon inclusivity with a focus on diversity in our assortment and the vendors we work with.

As we also celebrate the fandom and hobbies that span across multiple generations, Target will continue to innovate in this space and bring joy to guests across our toy aisles both in our stores and online.

MAX RANGEL

Global President and CEO, Spin Master

Spin Master had a record-breaking third quarter last year despite navigating supply chain issues. How has the company’s strategic approach to its toys, entertainment, and digital games creative centers drive this revenue?

The establishment of our three creative centers diversifies our global revenue growth and enables us to create meaningful connections with kids across the world and in multiple dimensions. Our portfolio of innovative products and brands, in addition to multiplatform entertainment franchises and openended digital games, also lessens our reliance on physical items.

It’s rewarding to see that our strategic approach is driving growth. In Q3 last year, our digital games and entertainment creative centers had a strong quarter, growing more than 120% on a combined basis compared to the year prior. Approximately 15% of our total revenue in the third quarter stemmed from digital games and entertainment, more than double what it was in 2020.

While our teams were very successful in working through global supply chain disruptions with our retail partners to ensure we delivered our goods to stores and digital shelves, this positive mix effect of digital games and entertainment helped to offset toy margin pressure.

How will Spin Master Ventures grow the company this year?

Spin Master Ventures’ goal is to accelerate growth in each of our three creative centers: toys, entertainment, and digital games. The kids’ entertainment space is rapidly changing, and we will make strategic minority investments in startups and with entrepreneurial game changers with promising ideas through Spin Master Ventures.

These investments will help them grow their business while giving us access to new ideas, products, and services that complement our own research and development. We aim to become the ultimate partnership generator, widening our relationships, networks, and knowledge, while bolstering our leadership position in the kids’ entertainment space.

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ISAAC LARIAN

Founder and CEO, MGA Entertainment

In what ways did you feel supported by your community, government, or toy industry groups throughout 2021?

MGA is a global company and we serve the global community. I feel very honored that families across the world supported MGA brands again last year. Parents, grandparents, gifters, and collectors all confirmed through their purchases that they love our products. My favorite fans also let us know that they love us: MGA won nine out of 10 Loved by Children Awards this year and swept the first-ever The Doll Circle awards with 10 wins. MGA has something for everyone!

It was also a great year of partnership and recognition by toy industry groups for our brands and products. Even when we forgot to submit for the Toy of the Year Awards, we were still nominated for Doll of the Year with Rainbow High Winter Collection. Despite the pandemic and the supply chain challenges, MGA overall still had a great year, and we have to thank everybody who contributed to our success.

MGA Entertainment is entering new markets and categories, such as L.O.L. Surprise! Trading Cards and VIRO electric vehicles. How do these contribute to your company’s overall growth strategy?

Growing the business means giving our fans new and different ways to play and immerse themselves in our brands, largely through innovation in brands and products. So, we consistently introduce newness into our business to drive growth. We also enter new categories to drive MGA products into new aisles at retail.

In the case of VIRO motors, we do both. We give fans a new way to play through innovative product solutions and we get positioned in a new aisle. For VIRO, there is no doubt that electric vehicles are the inevitable future of transportation. The power and speed of VIRO motors, as well as the efficiency and convenience of charging at a station, are unmatched. At only $500 retail, families will look forward to connecting with their children by gifting a vehicle that both embraces the now and simultaneously appeals to the timeless need for speed. The L.O.L. Surprise! Trading Cards and accompanying NFTs are other great examples of how MGA has expanded our globally recognized brands to reach additional audiences and introduce new imaginative ways to play while doing what we do best: Keeping our fans happy!

NICK MURIELLA

Associate Vice President of Toys, Toys “R” Us Canada

How did Toys “R” Us Canada make sure that shelves were stocked throughout the holidays?

This was a challenge for many retailers this year, but luckily being a toy-only retailer really gave us an advantage. While some items may have been out of stock from a few of our partners, the depth of our assortments really helped deliver a positive experience to our customers. This being said, not all of our suppliers had issues, and fortunately we were able to keep a regular flow of many of our items in-store consistently. We also worked very closely with our partners to identify trends ahead of forecast and made important decisions to expedite programs as needed.

Do you expect missing holiday toy shipments to arrive in early 2022? How does Toys “R” Us Canada plan to balance that out with spring 2022 product shipments?

Some will for sure. The delays and container shortages were not a surprise. We reviewed our inventory needs continuously over the course of the season and adjusted accordingly. Based on industry lead times, spring 2022 would have been ordered or committed prior to fall 2021 sales starting. We really focused on new items, knowing existing items would have late stock arriving. It’s about being nimble.

How did 2021 toy sales online compare to in-store sales? What will your toy offerings look like in 2022?

We have had a number of government-mandated store closures and restrictions that have continued in 2022. We were thrilled with our online sales results. This was largely driven by our Curbside Pick Up and DoorDash options. Partnering with DoorDash allowed us to offer customers a same-day delivery option. The response was great!

A large part of being a Toys “R” Us kid is experiencing the instore magic: being greeted by our friendly, knowledgeable staff to show you what’s new, and if you’re lucky, even running into Geoffrey!

Discovering play again in stores is part of our DNA. In 2022 and beyond, we will continue to focus on our in-store experience. Toys are a highly emotional purchase that is extremely hard to [re-create] online. Getting in store and playing will be back in a big way in 2022.

What are your predictions for the state of toy retail in 2022?

I expect brick and mortar to outpace online growth as customers choose to get out and experience toy retail again. Two years of online growth was largely driven by stay-at-home orders, school closures, and a lack of options for family entertainment. In 2022, expectations are big for a return to travel, vacations, and movie theaters. Online growth will continue for those looking for a quick, no-nonsense transaction or to have a gift shipped to a specific location. There is no substitution for that.

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STATE OF THE INDUSTRY BELINDA GRUEBNER

Chief Marketing Officer, Moose Toys

It took less than a month after Magic Mixies’ debut for Moose Toys to fast-track a licensing program for the brand. What makes for a successful consumer products program based on a hit toy?

At Moose, we are known for our innovation and doing things differently. Magic Mixies was truly a phenomenon; the products disappeared from shelves as fast as we could get them to our retail partners. We anticipated it was going to be a big “wow” and planned accordingly to capitalize on the wonder that kids experience by putting magic in their hands.

We are always looking to add exciting new extensions to our most popular brands and for ways to keep them fresh and exciting for our customers. Launching successful consumer product programs is an essential component of this strategy. Across the board and around the globe, reception to the brand has been so positive, which is why we fast tracked the licensing program and were able to launch a robust program in record time.

Magic as a play pattern was resonating, and we could see the potential to expand on toy play and create an immersive experience for kids, making the appeal of Magic Mixies for licensing undeniable. We saw an opportunity as soon as we noticed the quality of fan engagement and enthusiasm around the brand, immediately making it a strong contender for a licensing program, and we already have a partner program lined up in the UK. We anticipate announcing additional partnerships soon.

Moose Toys teamed up with several celebrities this year to launch new products. How do these initiatives play into your marketing strategy?

We looked to partner with celebrities whose values and talents align with those of our brands, but who also tell the story so kids and parents can see how it will fit in their lives and fulfill Moose’s ongoing pursuit of making kids superhappy with every toy we create. Our partnerships with Neil Patrick Harris [for Magic Mixies] and Chris “Ludacris” Bridges [for Scruff-A-Luvs] are two recent and highly successful examples that gave us an opportunity to cut through the busy, fragmented landscape and reach parents and gift-givers in new and authentic ways.

These partnerships armed us with press-worthy content to engage media and augmented awareness for our products in a fun and positive way. Both of these partnerships are great examples of when you collaborate with a like-minded celebrity and activate during a culturally relevant moment in time, it makes for impactful results.

STEVE PASIERB

President and CEO, The Toy Association

What are the biggest challenges facing the toy industry as we head into 2022, and how is The Toy Association addressing them?

Ocean shipping, domestic trucking, and supply chain issues continue to head a long list of priorities for The Toy Association. We are exerting pressure on Capitol Hill, within the administration, and via the media to drive action on the crisis. At the same time, we must help companies secure new international retail opportunities, and our IP committee continues to push back on counterfeits while advancing two key pieces of federal legislation to address the e-commerce space, as we educate consumers about the safety risks of illicit products. There will also be hundreds of state bills and regulatory proposals that we must address. Essentially, whatever challenge faces the industry becomes our priority — that is fundamental to The Toy Association’s reason for being.

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

We’re relentlessly focused on protecting and promoting our members — and the broader toy community. Effectively addressing the significant challenges I’ve already detailed is paramount, together with more than a dozen strategic priorities, including the Toy Fair Reimagination Project. The Reimagination Project is driving a fresh look at every aspect of Toy Fair New York (TFNY), including who it serves, what each distinct audience needs from the experience, show timing and length, potential new audiences, and more.

Results will begin to appear in the 2023 event and build further in the following years, keeping TFNY vital, useful, and impactful for all.

As more members sell outside of North America, companies sitting on the International Affairs Committee will be even more vital, as they provide input and work with staff on threats and opportunities around the world. Our Extended Producer Responsibility Working Group is focused on developing principles for recycling and materials management to guide the industry in increasing sustainability and navigating the emerging patchwork of state packaging regulations. The Association’s and our members’ support of The Toy Foundation Diversity, Equity, & Inclusion initiative, as well as the Foundation’s expanding successful children’s hospital grants program, can create so much good and positive impact both on the industry and society.

Overall, our strategic priorities and a host of specific actions and metrics under each can be boiled down to three things our members want from us: sell, protect, and equip. “Sell” means helping our members innovate and find new opportunities to sell their products, grow, and prosper. “Protect” means that we are ensuring our members can maximize opportunities to expand to new international markets and conduct global business without undue regulatory burdens. “Equip” is providing companies with valuable insights, actionable research, support services, and educational opportunities.

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STATE OF THE INDUSTRY GEOFFREY GREENBERG Co-President, Just Play

How will Just Play’s newly established UK subsidiary increase the company’s international growth?

Charlie Emby and I are pleased to announce that Just Play UK officially opened its doors on Jan. 1, and we are very proud of the team that will be driving our success in the UK and Europe. It is a pivotal development for our company and the latest addition in our global expansion following new subsidiaries in Australia and New Zealand in 2020, as well as business hubs in Florida, Pennsylvania, California, Hong Kong, and China over the past 12 years.

Retailer reactions during sales previews have been very strong, and there’s a lot to be excited about. Our portfolio includes industry-leading brands like CoComelon, Blue’s Clues and You!, Disney Doorables, and Mickey Mouse and Minnie Mouse, which both enter 2022 exceeding expectations and backed with new content, as well as Disney+ support. We are excited to work closely with our new and existing retail partners and licensors, as well as new partners, to optimize our business performance in the UK, Ireland, and EMEA region.

How important is charitable giving to Just Play’s corporate mission and to the toy industry overall?

Charitable giving is a huge priority for both Just Play and the toy industry. Overall, the industry has always been very philanthropic with organizations like The Toy Foundation, working with The Toy Association members to provide support to children and families across the world, but the continued expansion in charitable donations during the past couple of years has been tremendous. It is great to see how everyone has pulled together to give back to those in need from COVID-19 relief and beyond.

Over the past year, Just Play has worked with Nickelodeon, Mattel, pocket.watch, DreamWorks, and Warner Bros. to launch licensed face masks with partners to donate to various COVID-19 relief funds. In addition, we worked closely with Disney to introduce the Doc McStuffins Wash Your Hands Singing Doll that enabled parents to have discussions about healthy habits with their kids, while allowing us to give back through a charitable tie-in to Feeding America. We partnered with WaterBabies and charity: water, a nonprofit organization that provides clean and safe drinking water to developing countries, to fund water projects across the world. Just Play is also proud to continue to support our local communities, including Joe DiMaggio Children Hospital, Children’s Hospital of Philadelphia, and Ronald McDonald House Charities.

DION VLACHOS

Executive Vice President, Hardlines and Retail, ViacomCBS Consumer Products

In what ways has the Paramount+ streaming platform opened up licensing opportunities for properties that aren’t necessarily new, but have become relevant again?

Paramount+ has opened up tremendous opportunities across distribution, licensing, and content. One of the most exciting things for us in consumer products is how Paramount+ has allowed ViacomCBS to expand many of our beloved universes with new content that reaches new audiences, explores new themes, and shines a spotlight on previously unexplored characters and storylines in our franchises. A great example of this is expanding the SpongeBob SquarePants universe with two new series that premiered exclusively on Paramount+ last year. With Kamp Koral, audiences get to see the previously untold stories about SpongeBob and his friends’ younger years at summer camp, while The Patrick Star Show features SpongeBob’s best friend, Patrick, in a whole new way as he stars in his own talk show and introduces fans to his family. For our licensing partners, these series bring a fresh perspective to this franchise with new imagery, characters, and themes to celebrate with products and new play patterns to explore.

In what ways is ViacomCBS promoting diversity and inclusion (D&I) in the workplace? What are your company’s D&I goals in 2022?

Diversity and inclusion are integral parts of our DNA at ViacomCBS. In consumer products, we strive to create products that appeal to all audiences and that authentically reflect their imaginations, ideas, perspectives, and experiences. We established our Four Pillar Diversity & Inclusion Plan, focusing on our People & Culture, Partners, Products, and Industry, with the ultimate objective to support lasting and meaningful transformation. We have also built a foundation that champions a strong culture of inclusion and supports employees in bringing their authentic selves to work, helping us attract, develop, and retain the talented people who will drive our company forward.

In 2021, we commissioned a study titled “More Than Dolls,” which underscored the importance of authentic representation and the powerful role that consumer products play in diversity and inclusion. In 2022, we look to further build on this work to ensure authentic representation with the products that we produce across all our brands and hope to continue to work with the broader licensing community to help drive impactful, industry-wide change.

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NATASHA TOUS

Senior Director of Product Development, VTech Electronics North America

How important is licensing to your overall business strategy?

Licensing has quickly become a key pillar in the toy industry as it relates to the preschool category, especially as we start seeing more and more edutainment-type shows enter the landscape and become successful. As leaders in the electronic learning aids category, we are ramping up our efforts to ensure that we are fostering our existing partnerships, such as with Blue’s Clues & You! and PAW Patrol, while expanding our portfolio and adding the hot properties that are entering the market, such as CoComelon and Bluey. There are also a lot of really cool new product platforms and categories that we are exploring, as well as the form factors for which VTech is known.

What types of innovation are you offering to consumers this year?

We are bringing a lot of fun and innovation to the baby category with products that will help guide parents in sharing precious moments as they are first bonding with baby.

Our new multistage play gyms offer a unique experience for parents and little ones alike, letting them play together until babies can explore the gym on their own.

In the infant category, we are introducing new products that combine traditional, age-based developmental elements with gaming themes that are very trendy right now.

We are also looking forward to the launch of our next generation smartwatch for parents that are looking for wearables to aid with healthy routines like brushing teeth and potty training. This new watch will have the same successful, award-winning features as our DX family of watches, but include fun new elements for a younger audience.

What trends will have the biggest impact on the toy industry in 2022?

One of the top trends we are following is using video games for kids ages 3 and up to introduce them to basic school readiness concepts, such as learning shapes, colors, and the alphabet. We are also very excited to see how audio is starting to make its way down to the youngest of listeners, with kids as young as 4 starting to show interest in listening to podcasts and screen-free storytelling. And when we move past the toddler and preschool ages and move into the age 5 and up category, we think we’ll see a continuation of what we saw during the height of the pandemic, with an increase in outdoor play.

DANIEL BENKWITT

Director of PR and Corporate Communications, The Pokémon Co. International

What strategies go into building an anniversary celebration that makes it fresh and exciting for fans?

It’s been 25 years since Pokémon first took the world by storm. In that time, it has remained at the forefront of popular culture, evolving into a generational brand appealing to a wide demographic of fans of all ages. With this in mind, The Pokémon Co. International approached the brand’s 25th anniversary in 2021 with a multilayered approach. We wanted it to be big and special for longtime enthusiasts by celebrating the intense nostalgia it elicits with fan-focused activations, but as equally important, we wanted to push the brand forward, continuing to be contemporary and trendsetting. The latter was an amazing opportunity to welcome new fans into the brand.

The P25 Music campaign did just that by engaging some of the world’s most recognizable and contemporary stars, such as Katy Perry, Post Malone, and J Balvin, as well as artists who are on their way to similar levels of success, including Vince Staples, Tierra Whack, Mabel, and more. It was a massive party that put Pokémon front and center with attention-grabbing headlines driven by activations and content directly engaging pop music fans around the world. Separately, there were also surprise mainstream moments for the brand throughout the year with premier partners including Oreo, McDonald’s, General Mills, The Macy’s Thanksgiving Day Parade, and many more.

For longtime fans, The Pokémon Co. International engaged the brand’s massive community by indulging their nostalgia with a yearlong online retrospective and delivering new introductions across its entertainment and merchandise portfolio. This included faithful remakes of classic video games, Pokémon Brilliant Diamond and Pokémon Shining Pearl, and anniversary-specific collections of the Pokémon Trading Card Game (TCG). While the Pokémon TCG has been very popular and an integral pillar of the brand for 25 years, there has been a significant increase in interest for the game and cards recently.

We knew we had to meet the moment in both product and volume. To achieve this, the team delivered the “Celebrations” expansion created specifically for the 25th anniversary. This line was one of the biggest expansions ever shipped by volume in the brand’s history and one of the most popular products at retail for the industry throughout the back half of year.

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STATE OF THE INDUSTRY SHARON DIMINICO Founder and CEO, Learning Express

How did Learning Express plan for supply chain disruptions early in 2021?

Because of our close partnerships with our vendors, we knew early last year of the predicted supply chain interruptions. We guided our stores to buy early and in larger quantities, and to plan on having most of their fourth quarter inventory on hand by September. It worked. Our stores are in fantastic inventory positions due to early and informed planning, as well as constant communication with our vendor partners.

Do you expect missing holiday toy shipments to arrive in early 2022? How does Learning Express plan to balance that out with spring 2022 product shipments?

With every order placed, our stores are able to request a cancel date. Most of our vendors allow for order adjustments and/or cancellations. With only a few exceptions, our stores are able to plan for a healthy flow of product in spring 2022.

What were some of Learning Express’ top sellers last year?

Fidgets toys from Top Trendz and Fat Brain Toys; slime from Dope Slime; and the Squishmallows, Barbie, Hot Wheels, and Pokémon brands were some of our best-selling toys in 2021.

How important is it to carry Learning Express exclusives?

The best-performing exclusives are within trending categories. Last year, we had exclusives within the slime category with Dope Slime, as well as exclusive Squishmallows that kept consumers coming to shop in-store.

What consumer shopping trends do you predict in 2022?

TikTok will inform future product trends.

It certainly fueled the growth of fidgets and Squishmallows in 2021.

SKIP KODAK

President, LEGO Systems

The LEGO Group’s sales spiked 36% in the first half of 2021. How has the company’s strategic approach across multiple retail channels drive this revenue?

Our focus is to deliver great LEGO brand experiences that are relevant for targeted shopper and consumer audiences in all retail channels and platforms. We start with insights about shopper and consumer needs, and we identify strategic opportunities for our retail partners to grow sales and profit in physical, digital, and omnichannel environments. We constantly invest to test and learn with our partners to build future initiatives that maintain strong commercial momentum with all of our partners. Throughout 2021, our global, regional, and national teams executed in reliable and close partnership to drive increased sales on top of 2020’s record growth.

How does the LEGO Group plan to continue its sustainability efforts?

Sustainability is a critical focus for the LEGO Group. As the leading toy brand and top toy supplier globally, it’s incredibly important to our owner family that we lead the way toward a sustainable future with positive planet impact. Our core environmental efforts will focus on new and more planet-friendly materials development, further waste reduction across our full value chain, optimized material and resource use, transport efficiency, and protecting or track record of operating on 100% renewable energy sources, even as we grow. In the longer term, we recently announced our future Vietnam factory will be carbon neutral, due to significant on-site solar installations. And at the 2021 United Nations Climate Change Conference (aka COP26), we launched 10 “Building Instructions for a Better World,” informing world leaders what young people think should happen if we’re to tackle the climate crisis and create a more sustainable future.

In what ways is the LEGO Group promoting diversity and inclusion (D&I) in the workplace?

As a global company, the LEGO Group benefits from having a globally diverse team of more than 19,000 colleagues located around the world, giving us simultaneous benefits of global and local perspectives. In each local market, our talent acquisition and development strategies progress toward a workforce that is market representative. On a global basis, inclusion and unconscious bias training are deployed to improve psychological safety and feelings of belonging, which we measure in our annual People Pulse survey and publish in our annual Responsibility Report. Our Employee Advocacy Groups exist at global and local levels to empower under-represented communities and their allies to make the significant and subtle changes needed to establish a diverse and inclusive community for all LEGO Group colleagues.

Finally, we are undertaking new partnerships and talent pipelines to increase equity and access for all under-represented communities to careers in our wholesale and retail businesses, global operations, and global corporate functions. Like many companies, we are on a journey — with clear milestones, successes, and learnings as we continuously improve, invest, and innovate to nurture a diverse and inclusive working community.

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SUE WARFIELD

President, American Specialty Toy Retailing Association (ASTRA)

SCOTT FLYNN

Chief Commercial Officer, PlayMonster

What are the biggest challenges facing the specialty toy industry as we head into 2022, and how is ASTRA addressing them to best serve its members?

The biggest challenges for the toy industry in 2022?

Uncertainty and vulnerability. Uncertainty regarding meetings, shows, masking, vaccination requirements, shipping issues, and costs. As toy retailers, reps, and manufacturers, everyone is vulnerable to all of the current issues, including how these issues are dealt with, how they affect the bottom line, and surviving in a world of giants that have more capital.

ASTRA is addressing these issues by keeping as close to the changing landscape as possible and passing on the information to our members in a timely fashion.

Things are changing too fast to wait for shows and meetings to keep people informed, so we will be using more opportunities ­­— through more local get-togethers and digitally through our member portal, emails, social media, and every form of communication we have available. As we learn more of the future needs, we will address how best ASTRA and our members can work together to make a difference as whole.

Strength in numbers and strength within our community will get us through this year.

What does it take to relaunch or create new iterations of classic products for a new generation?

When we launch any product, we start with the consumer and how these brands will fit into their habits and lifestyle. With classics like Spirograph, Koosh, or Playskool, we’re taking timeless brands that have been enjoyed by generations, and we’re making them relevant to today’s consumer.

With Spirograph, we appealed to younger generations in 2021 by adding motion and strobe lights, which animates the classic works of art. In 2022, adult crafters can create new designs with the Spirograph Mandala, which speaks to the meditative crafting trends that we’re seeing on social media.

Last year, we took Koosh from the ‘90s — and its days on the Rosie O’Donnell Show — and made it appeal to today’s families with mega-influencers Dude Perfect. This year, we’re taking inspiration from lacrosse, one of the fastest-growing sports in North America, and launching a variation that uses the Koosh ball. With each of these classics, we look at marketing and innovation to offer a point of difference in the marketplace, while ultimately creating quality play experiences that are inherent to our company values.

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

ASTRA’s key focus for 2022 are to meet our members where they are at to listen to their needs and respond accordingly. We want to find the next generation of diverse individuals to excite and welcome into the toy industry. How are we doing this? We are attending regional gift shows, forming regional group gatherings to provide educational offerings as well as open discussion and sharing of ideas, using our new member portal to provide greater opportunities for our members to communicate within groups that match their specific needs, and having our staff take the time to call (yes, on the phone) and visit in-person with our members to better understand and then act on the needs of our independent toy community.

We are also placing an emphasis on reaching beyond our known boundaries to meet, learn from, and encourage a broader and more diverse demographic to our industry to better reflect the reality of our national and international world.

How important are licensing relationships to your overall business strategy?

Licensing is a powerful way to launch new products using stories from entertainment properties that consumers know and love — however, this will always happen in parallel with the development of our PlayMonster brands.

We’ve strategically leveraged licensing with our games category and co-branded products. With games, our partnerships with key properties like Disney and Schitt’s Creek have allowed us to create truly unique gameplay concepts that have set us apart. In 2021, we successfully brought the award-winning Schitt’s Creek license to the Things brand, and in 2022, Disney fans can anticipate the return of Disney Trivia, which is coming back as a collector’s version for the first time in 20 years. We also look forward to developing our cobranded products and our relationship with Hasbro, in which we’ll continue to take iconic brands like Koosh, Spirograph, and Playskool and make them relevant to today’s consumers.

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STATE OF THE INDUSTRY JOE LAWANDUS

Senior Vice President and General Manager of Global Toys and Hardlines, Universal Brand Development

What are some of the criteria for how Universal Brand Development chooses its licensing partners?

First and foremost, we look for great product.

Word of mouth has become dramatically more powerful than traditional, ad-based marketing, and e-commerce continues to steal shares from brick-and-mortar retail. We know buzz with kids and influencers and having great product reviews are essential to driving toy success; this is one of the reasons we launched a toy inventor program a couple of years ago. Innovation is paramount and nurturing talent with fresh ideas is a big part of that equation. Great product wins. Period.

How do you make sure your franchises stay fresh and exciting year after year through the products your licensing partners offer?

We work to reinvent our franchises in a major way every year. This freshness comes from our “always-on” content strategy driven by new movies, animated series and specials, and YouTube content. Our teams work hard to bake new toy play patterns into these content drops and reinforce it via a new brand thematic that is highly visible in the content, with the product, on the package, and in our marketing.

The September 2020 launch of the Jurassic World: Camp Cretaceous animated series is a great example of content that gave us new dinosaurs, human characters, environments, and storylines — offering fans new ways to play with the Jurassic World brand. Our Jurassic World toy business grew by more than 50% globally last year.

What trends will have the biggest impact on the toy industry in 2022 and beyond?

It’s difficult to predict coming out of the last couple of years, but I think it’s a pretty safe bet that viewership fragmentation is here to stay. We’ll need to continue representing our franchises across all viewership platforms. That includes paying attention to the windowing of movie releases, getting our animated series on video-on-demand (VOD), and continuing to show up in a major way on YouTube.

We believe in the continued growth of “kidult” toys and collectibles. With more than 100 years of rich movie-making history, our deep vault positions us really well here, whether it be the recent 35th anniversary of Back to the Future or this year’s 40th anniversary of E.T. the Extra-Terrestrial.

What are your predictions for the state of toy retail in 2022?

Retailers with the flexibility to break legacy spring-fall planogram rules will win. Kids want everything on demand. That includes consumer products based on a show or short they just watched. The windowing between content launch and consumer products availability will continue to shrink. Retailers and selling platforms that can demonstrate flexibility here will best capitalize on trend and demand.

ANDREW PERLMUTTER CEO, Funko

Funko recently joined the How2Recycle program. Why is it important to implement sustainability initiatives for your products and packaging? What is Funko currently doing to support the program and ensure it is minimizing its carbon footprint?

We are very excited about continuing to invest in learning how we can make our products more eco-friendly. For fans that take Funko figures out of the box, we’ve entered into a partnership with How2Recycle to address recyclability of our packaging. Fans can now see the How2Recycle label on Pop! vinyl product, which informs them that the outer cardboard box can be recycled curbside in most communities across the U.S. We’ll have more to share on our ongoing environmental, social, and governance efforts in the coming months.

Funko made its Macy’s Thanksgiving Day debut last year with the Star Wars Pop! Grogu balloon. How does this take your relationship with your fans to the next level? Why is it so important to connect with your fans in this way?

We were ecstatic to participate in the Macy’s Thanksgiving Day Parade! It was a great collaboration between Macy’s, Lucasfilm, and Funko, and the balloon looked great floating down New York City. Participating on such a giant stage underscores the popularity of Funko’s lifestyle product lines. Our marketing and PR teams will continue pursuing big-stage brand opportunities like the Macy’s Thanksgiving Day Parade. Our fans are at the core of what we do, and they serve as the North Star for what’s trending in pop culture and if we decide to undertake new activations.

How do you think the popularity of NFTs will impact the toy industry?

For Funko, NFTs are a natural and obvious extension. Our products are highly collectible, and with the introduction of blockchain technology, we’ve been able to bring that excitement of collecting your favorite fandoms into the digital space. Importantly, we’ve done that while maintaining the fun and accessibility that has made our physical products so popular.

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STATE OF THE INDUSTRY PAM LIFFORD

President, WarnerMedia Global Brands and Experiences

In what ways has HBO Max opened up licensing opportunities for properties that aren’t necessarily new, but have become relevant again?

We are incredibly excited and proud to have a platform like HBO Max. It greatly expands opportunities for our fans to linger longer over the vast and iconic content available on the platform. We’ve never had all that in one place at one time — and now we do. Warner Bros.’ iconic roster of properties, combined with the added exposure HBO Max is able to offer, has and will continue to open up new licensing opportunities in which we’re able to reach our fans where they are, in relevant and engaging ways across generations.

Warner Bros. brands reach fans of all ages. How does this success tie into your growth strategy in the toy category? Do you choose licensees based on their expertise in a target demographic, ones that reflect a broad audience, or is it a mix?

We look at this holistically. Our goal is to work with best-in-class licensees who are innovators in their category. We look at global scale and reach, but also regional and local expertise. It’s why it’s so important to listen to our fans, track trends and insights, review data, and truly understand our IP, so that we can collaborate with licensees that are the best fit. With such a vast array of properties that span across Warner Bros., the reach is far and wide, especially in our toy category.

And if you walk down today’s store aisles or browse online, it proves you don’t need to be a kid to enjoy toys or games, so having products with cross-generational appeal is key — especially as we continue in this pandemic, when families are always finding more ways to play together.

What trends will have the biggest impact on the toy industry this year?

Interactivity and inclusivity will continue to be major trends that will carry over in 2022 and beyond. With the emerging developments in the digital space, we need to be experts in that field and learn to navigate that ever-changing landscape. Tech toys and products that can create user-generated content will be key drivers in the industry, and games are becoming the great disruptor — but also providing new opportunity. Gaming is attracting fans at younger and younger ages and at scales we haven’t seen before. So much of our world is digital and there is an interesting opportunity where the physical can meet digital. So, it’s important to find new and unique ways to keep them engaged by enhancing their experience wherever they are.

Another important trend to highlight is toys that promote inclusivity (different races, genders, sizes, physical appearances, etc.). We’re continuing to see now, more than ever, that kids and families are wanting to see a more accurate representation of the real world and it’s important that our products not only reflect the world we live in, but also allow our fans to create deeper, lasting, and more relatable connections.

JEREMY PADAWER

Chief Brand Officer, Jazwares

How will Jazwares continue to fuel the Squishmallows craze this year?

Squishmallows has been one of the greatest toy and collector phenomenons of all time, selling more than 100 million units in the last few years. But, unlike most phenomenal outcomes, Squishmallows started big and has only grown year after year. Almost all of this growth has been organic. Kid and adult consumers, influencers, and celebrities continue to embrace Squishmallows — including each character’s personality and bio — and they share their love on social media to the tune of tens of billions of impressions.

As we move into 2022, we are pairing this remarkable organic growth with an increased marketing spend to support both our plush brand as well as the licensees that are launching programs across a myriad of relevant categories around the world. Moreover, we recently announced a deal with CAA, which will bring Squishmallows to both the big screen and in the form of episodic content in the years to come. We recognize how precious this opportunity is with Squishmallows, and how beloved the brand has become to so many millions of passionate fans, and we are all in.

Some of the hottest toys in 2021 were based on toys going viral on YouTube, TikTok, and Instagram. What other toy trends are you seeing for 2022?

Jazwares has focused on trends and new platforms for our entire 25-year history. We are extremely entrepreneurial people at heart, not afraid to actively approach change. We don’t wait to see other people succeed or fail. We dig in. We go for it. Now that we’re one of the larger companies in the space, we have no intention to change our stripes. We were early in gaming, and as a result, we stand as the most prolific in the digital space with brands like Pokémon, Roblox, Fortnite, and Halo. We were early in the preschool digital space, and CoComelon and Blippi products are the result. We will continue to drive down the path of taking risks, being bold, and doing our best to be great at picking winning brands with great themes, play patterns, and play value.

78 THE TOY BOOK | FEBRUARY 2022 | toybook.com

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CHRISTIAN ULRICH

Spokesperson of the Executive Board, Spielwarenmesse eG

With continued uncertainty due to the COVID-19 pandemic, how has Spielwarenmesse worked to connect buyers and manufacturers globally in 2021?

Through means such as newsletters and press releases, we provide targeted updates for the industry, the trade, and the media all year round; we were already doing this even before the pandemic. In recent months, we have driven digitalization forward and developed a range of new services.

In the “Spielwarenmesse” podcast, for example, German and international guests from the industry get a chance to weigh in on issues impacting our industry.

And, in our ToyAcademy series of presentations, experts present exciting ideas for point-of-sale. As part of our Fit For Fair program, we are offering exhibitors subject-specific webinars about various aspects of their attendance.

One of our major innovations is the business platform Spielwarenmesse Digital, which we have finalized in the past few weeks. Through this service, we’ll be bringing the international toy industry together all year long as a community, and linking the live experience of the Spielwarenmesse with an innovative digital networking platform.

How do you think a hybrid trade show model will affect the toy industry in 2022?

The drive toward digitalization prompted by the coronavirus changes the nature of the fair itself and will undoubtedly continue to progress. Physical events will be supplemented by digital components to a greater extent than ever before. With the Spielwarenmesse traditionally being a live event and our innovative online platform Spielwarenmesse Digital, we are networking the whole industry at an entirely new level and offering expanded opportunities for this year and beyond.

Exhibitor companies are sharing information online with the community, especially about their product innovations. Retailers are able to plan their attendance at the fair even more efficiently by making targeted searches for products and brands and arranging meetings in advance. In addition, expert presentations and press conferences can be live-streamed, meaning we can reach participants even though we did not have an in-person show in Nuremberg this year.

JAY FOREMAN CEO, Basic Fun!

In what ways did you feel supported by your community, government, or toy industry groups throughout 2021?

What happened in the U.S. in 2020 related to COVID-19 was a pure disaster from the start. To have an administration that pretended this pandemic would magically go away, that messaged the concept of wearing a protective mask as being unmanly and unnecessary, and basically lying about almost every aspect of the problem was a catastrophe and tragedy. Leadership in my home state of Florida was no better.

The work done supporting the development of the vaccine was the one bright spot for the last administration; it’s just a crime they didn’t get behind getting people vaccinated from the start aggressively. The former president’s supporters still “boo” him at rallies when he mentions he’s vaccinated! The problems with the supply chain began toward the end of 2020, and it never got the attention of the administration.

In 2021, the efforts around COVID-19 were much improved and the rollout of the vaccines and general opening of the country went well. At the same time, the messaging from the current administration is erratic and ineffective as it is incapable of communicating to those resistant to solving the real problem, which is vaccination and mask-wearing when necessary.

The whole country has not yet bought into the actions we all need to do to end this. As for COVID-19 now with the omicron variant, ramping up testing again is slow and the messaging is not great, but anything is better than what was going down the year prior.

On the supply chain issues, the current administration was late to the party, but when it was blatantly clear there was a serious problem, it acted by opening the ports 24/7, which was a big help. Creating a supply chain task force is a help, too, but it has a long way to go to really understand and fix the problems.

Getting the infrastructure bill passed on a bipartisan basis is also a big help, but we won’t feel that for years.

What are your predictions for the state of toy retail in 2022?

I expect sales to be strong. The consumer is still in very good shape, employment levels are high, and people likely will still not be traveling or going out at pre-COVID-19 levels yet, so demand should be great. However, the supply chain is likely to be as volatile as it was in 2021. Maybe not worse, but not a lot better — there will just be different issues for us all to deal with. Containers will be in short supply and space on vessels are limited and expensive. Once the product arrives, trucking will be difficult to arrange, warehouse labor will be tight, and there is a new port contract that needs to be settled by July. The best thinking for all is to expect it to be as bad, and be happy if it’s not! toybook.com | FEBRUARY 2022 | THE TOY BOOK 79

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STATE OF THE INDUSTRY ELIZABETH ROYALL DARBY Owner, Wonder Works Toys in Mount Pleasant, South Carolina

How did Wonder Works plan for supply chain disruptions early in 2021?

We worked closely with our reps and vendors to ensure we had product on our shelves.

Relationships are extremely important in the toy industry.

When placing orders, we always ask, “Do you have product available to ship and do you plan on having inventory in the future?” We would then place our orders accordingly, normally placing one large order rather than multiple orders with future ship dates. We did not wait to place orders at all. We acted very quickly when a new product came out or a vendor mentioned low inventory. In June, we reviewed our top vendors and the holiday season must-haves. We strategically placed large orders to guarantee we would have the quantities we needed for the holidays and to have inventory on shelves for January. We rented three storage units and would retrieve merchandise from them daily.

Do you expect missing holiday toy shipments to arrive in early 2022? How does Wonder Works plan to balance that out with spring 2022 product shipments?

We have delayed shipments arriving daily, which is providing customers with new choices earlier than normal. In mid-December, we reviewed orders that had not shipped and worked with vendors to adjust to more appropriate quantities for the first quarter. We began placing spring orders at the end of December and early January to ensure arrival for spring. With the success of 2021, we have more dollars to bring in merchandise earlier than normal. In addition to receiving merchandise early, we will be sending out a catalog to our customers in early spring, unlike other years when we only sent during the fourth quarter.

What consumer shopping trends do you predict this year?

We are optimistic for a successful year. With supply chain issues in 2021, customers came to their local shops where they would find shelves loaded. On average, we signed up 10-15 new customers in our database daily.

With the growth of our customer base and our current customers shifting even more of their shopping locally, we predict 2022 to be close to, if not just as successful as, 2021. Consumers will still be looking for those trending items from last year, such as Squishmallows and the newest fidget toys, but they are already asking what is going to be hot this for this year — which is a great sign!

CRAIG DROBIS

Senior Vice President of Marketing, Jakks Pacific

How does Jakks Pacific come up with innovative takes on preschool toys inspired by digital-first entertainment brands like CoComelon?

As with every brand, the key is to understand what the appeal is to the consumer and how it can be applied to product in a new and innovative way. Sometimes, that innovation is spawned by the property itself. When it comes to a brand like CoComelon, it is the songs that really set it apart and appeals to preschoolers. So, the innovation comes from finding ways to bring the music, the stories, and the lessons to life through the product. It really isn’t so much about how or where the consumer engages with the entertainment. The only real difference is in how quickly digital has grown as a medium to reach anyone, including preschoolers.

Jakks holds several licenses based on video games. Why is taking the play experience off-screen so popular?

Much like a superhero from a comic is played with on an aspirational level, video game characters are similarly played.

What that play is just depends on the game and the consumer.

For the more older-skewing video games like Apex Legends, the play is posing and displaying your favorite Legend. The action figure is a physical representation of fandom and personal expression, as the personality of the Legend can represent the person or who they want to be. When it comes to Super Mario or Sonic the Hedgehog, the play is story extension from the game, re-creating levels kids have played or have seen others play. These characters are the heroes that appeal to consumers, and the figures and playsets are the conduits for imaginative play and story building.

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

Jakks believes our products are made for kids and kids at heart, meaning we are really trying to appeal to the broadest age range, as many of our video game licenses in particular appeal to a broad audience in terms of who plays them. Our design team really imbeds themselves in the properties we work on, so they know and understand what makes them unique and appealing in order to translate it into the product. Whether someone purchases an action figure for play or to display on a shelf, it is the attention to detail the team adds, in terms of replication of the character they know and features from the property that bring it to life. It’s great when you hear someone say, “Oh, I can’t believe they included that” because we know the hard work and finer points are being appreciated. A company doesn’t have to make a $300 statue to appeal to an adult. If you make a great product at a great price, kids and adults will want to own it.

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MICHAEL FISHER

President, Grand Prix International

What was your company’s experience with tracking shipping container delays and price gouging? Do you expect this to continue into early 2022?

Between the constant delays with shipping schedules and obscene increases in pricing, we certainly had limited ability to improve the situation by much. However, we have a dedicated freight forwarding specialist on staff who works extremely hard to constantly communicate with our customers to keep them updated. This did help: Our customers were kept up to date on where their shipments were at any point in time. We also got very aggressive with booking containers and securing vessel space as early as possible as production deadlines were approaching. This also helps to reduce delays. Without a doubt, we expect this situation to continue into early this year, likely through the second quarter.

As a result of the 2021 shipping crisis, do you think toy companies will rethink their overseas operations? If so, what strategies could they implement in 2022?

In general, I don’t think toy companies will rethink their overseas operations. What we’re experiencing with supply chain issues is global in its impact, whether it’s material shortages, shipping delays, or increased costs. And while some are actively looking for alternative manufacturing options in other countries in an effort to save on costs in general, this is a strategy with numerous challenges. There is too much at stake in the product development and manufacturing cycles to risk major changes. Consistency in material supply, manufacturing quality, factory certifications, and stability with logistics are just a few of the key issues that can make or break a manufacturing experience. And, China continues to offer stability across these critical elements.

We work very hard to keep an eye on all of the variables that impact production schedules, quality, and pricing.

How do you think retailers will cope with holiday 2021 toy shipments arriving in early 2022?

I think any concerns about the inventory carry-over into 2022 causing a lag in ordering activity will be overridden by the fear of continued freight forwarding delays. The economy continues to be quite strong and demand for the products we produce (tabletop games) is very high. If anything, we expect that order volumes will remain strong and we’ll see orders getting placed sooner rather than later.

This is really forcing game publishers to forecast their product demand further out in time.

SYDNEY WISEMAN

Vice President of Brand Development and Creative Strategy, WowWee

WowWee is building a licensing program for Got2Glow Fairies in just a few months since the brand’s launch. What makes for a successful consumer products program based on a hit toy?

When it comes to creating a successful consumer products program based on a hit toy, it is very important to stay true to the brand and its core values when applying the license to various categories. For our Got2Glow Fairy Finder, it’s all about catching the magic; the lights, the sounds, and the adventure of finding fairies and magic is in every kids’ hands. When we sit down with our licensing agent Striker Entertainment and our licensing partners, we always discuss ways we can bring that feeling to their categories.

Every item produced will have some special element to make sure that the Got2Glow magic is in there.

How important is integrating toy brands with digital experiences, such as what WowWee is doing with Roblox?

The world is changing so quickly! Every season, it seems there’s a new platform or a new trend — it’s always something and it’s quite exciting! Our WowWee DNA has always been to be one step ahead of “Where will kids be next?” So, for us, it’s super important to be thinking digital. It’s no longer a question of “Should there be a digital experience?” Now, it’s more like “What is the most effective and innovative digital experience for each brand?”

Twilight Daycare on Roblox is a great example of this. Millions of kids are online playing this game every single day, and so we thought for My Squishy Little Dumplings, it was the perfect fit to use this popular game as a marketing tool to introduce the brand to all its players. During this incredibly successful activation we realized the brand affinity kids have toward the Twilight Daycare franchise, and thus we decided to partner with Twilight Daycare game developer Gamefam by bringing a line of physical and collectible baby dolls that will also be redeemable in the game (coming this fall).

Marketing this phygital (physical meets digital) experience will rely heavily on new and existing platforms: Roblox, TikTok, and even elements of web 3.0. It’s such a fun time to be marketing toys!

Does WowWee have plans to continue its partnership with Nickelodeon for My Squishy Little Dumplings digital-first content?

Yes, we do! It’s been a wonderful partnership and the response we are getting for both the toys and the animated content has been phenomenal. With the help of Nickelodeon and their amazing team, we’ve managed to bring these Squishy Little characters to life. They’ve become friends that kids want to play with, sing along with, and enjoy watching on YouTube. We can’t wait to share the additional music and content we have coming out this spring! toybook.com | FEBRUARY 2022 | THE TOY BOOK 81

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STATE OF THE INDUSTRY SARAH JORDAN

CEO, Mastermind Toys

How have your marketing strategies shifted with changing consumer shopping habits between physical and digital retail?

To be Canada’s Authority on Play, Mastermind Toys has become so much more than a brick-and-mortar toy store.

We are purpose-driven and customer-obsessed, and our belief that the world needs more play led to our first-ever brand campaign launched in December as a call-to-action for kids and kids-at-heart, called “Let’s Play.”

Our signature play guides are a key marketing strategy to connect with families all year long, both in store and online. Historically, Mastermind Toys has released one physical holiday guide a year, and while the physical guide is making a comeback, particularly in the toy industry, we’re also turning our attention to the possibilities that come from our digital guides. They offer the same expert curation, a lineup of exclusives we call our “Woo-hoo Picks,” and diverse representation of Canadian families in lifestyle photography across all play patterns; but also offer our signature Wish List feature, shoppable links, and available web and store inventory.

In 2020, most consumers preferred online shopping. In 2021, the opposite was the case. How did Mastermind Toys balance online distribution channels with in-person foot traffic?

In 2020, Mastermind Toys launched a new digital ecosystem and the best curbside promise in the market to support our customers when our stores were temporarily closed. In 2021, we continued to invest in our online channels to meet our customers where, when, and how they wanted to shop. With a strong foundation built, we’ve become a true omnichannel retailer, where our web and store experiences complement ­— not compete against — each other. Curbside pickup and buy online, pickup in store are staying, even with stores being open, which tell us that customers want shopping options that fit their lives. We’re continuing to evolve our omnichannel offering, with more fulfillment options and same-day carrier services like Instacart.

Not only was this shift a matter of operations, but it was also a cultural shift in mindset for our employees. Our store associates (our Play Experts) became our Digital Ambassadors — embracing the success of our curbside and buy online, pickup in store offering, and leveraging the web and our digital guides to support customers in discovering something new or finding the perfect gift.

KIM ROMPILLA

Executive Vice President, Global Marketing Development and Activation, Crayola

How did your company mitigate the effects of the supply chain disruptions? Did your products arrive on time?

As a brand, Crayola has a legacy of innovation. It has been amazing to see our teams galvanize company-wide and innovate in completely new ways to navigate the supply chain disruptions and logistics challenges throughout 2021. Early in the pandemic, collaboration and transparent communication became cornerstones to mitigating risks. Not every product was on time, but as The NPD Group category dynamics show, Crayola delivered to the market in a big way. Category, shopper, and consumer insights were used to frame anticipated consumer demand shifts.

Partnerships with key retailers was incredible, with clearly aligned priorities early on guiding plans to deliver a strong holiday season. Strong relationships throughout the supply chain enabled us to mitigate risks in unprecedented ways, even as consumer demand continued to climb throughout disruptions during the year. Deep retailer and supplier partnerships have always been key to our operating rhythm, and those relationships fueled strong collaboration, which ultimately yielded minimal disruption to products arriving on time.

Leveraging Crayola’s diversified supply base to realize closeto-market responsiveness and rapid replenishment of high-demand products around the world were staples of Crayola’s operating model. Research and development teams worked with procurement and manufacturing for contingency options on challenged materials. Merchandising and operations teams developed alternative approaches to executing displays for retail partners. Sales worked tirelessly with retail partners to identify products challenged to hit timelines and explore substitute products as alternatives. Early planning was the catalyst to so much great work, starting with an all-hands-on-deck approach in 2020.

As labor market shortages escalated, salaried office personnel pitched in for a brief time to help with manufacturing work for U.S.-based operations. That can-do approach carried over in 2021 with collaboration across sales, operations, marketing, and finance to constantly evaluate changing priorities and deliver products.

What are your predictions for the state of toy retail in 2022?

Toy retail has endured the impact of the pandemic now for two years. While making predictions has proven to be challenging, there is hope that there is some stabilization in 2022. Some pandemic impacts will live on as part of the new normal. Mid-pandemic living pushed many families to get creative on how they live their lives, with a need for more at home play, family time, and creativity; all of which will continue. Innovations will be needed for families to continue to stay creative and stay connected.

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STATE OF THE INDUSTRY LESLEY NIGHTINGALE

Chief Merchandising Officer, Camp

How did Camp mitigate the effects of the supply chain disruptions to make sure that shelves were stocked throughout the holiday season?

We achieved that with great planning, but largely in part because we are fortunate in that we don’t rely on our assortment to come from only the top toy companies.

Camp has always worked with small, diverse vendors and creators; many of which are local and have products produced in the U.S. We also have a strong relationship with our vendor community largely due to the way we tell their stories at retail. We are constantly changing the ways our customers experience our merchandise though in-store demos and activations. This is true for small brands (tonies, Micro Scooter) and top toy companies like Moose Toys (we successfully launched the hottest toy of the season, Magic Mixies Cauldron, at Camp with Neil Patrick Harris and carried it exclusively prior to launch).

Camp is also in a slightly different position as our business doesn’t depend solely on merchandise. Camp is a destination for families and this past holiday season, families were seeking experiences more than ever and a place to be together while also holiday shopping. For example, we created The PAW Patrol Experience: Only at Camp.

Developed in partnership with Spin Master Entertainment, this immersive experience brought PAW Patrol: The Movie to life in our stores. This themed experience also included a high SKU density of PAW Patrol products fulfilled through this deep partnership, in addition to the playable moments; another example of how our relationships with partners kept us stocked throughout the holiday season.

How does the Camp KidShop create a safe environment for kids to safely shop online?

KidShop is designed so kids can have fun discovering and choosing gifts for their family, or even themselves.

There are so many elements that make it safe and family friendly. It’s controlled by a parent or guardian that sets up a shopping adventure for a kid. It’s super simple: Parents go to camp.com/kidshop. They will be prompted to choose who the child will be shopping for (an adult or themselves), set a budget for the amount they can spend, and add in the address for the recipient. They give the kid a one-time code, and then kids get to have all the fun picking out presents. The whole experience is guided by an adorable and hilarious bear named Scout, which makes it a really fun experience for kids! Kids also get to customize their own card before they’re done.

NICK MOWBRAY CEO, ZURU Group

Some of the hottest toys in 2021 were based on toys going viral on social media. What other toy trends are you seeing for 2022?

TikTok continues to drive so much growth in the industry, and we don’t expect to see a change in this for the new year. Our 5 Surprise range, specifically Mini Brands, rode the TikTok wave and is still seeing huge success, delivering more than 3 billion hashtag views to date. Mini Brands is the No. 1 most-liked toy brand on TikTok. We are expecting to hit 1.5 million followers in early 2022 and deliver more than 25 million likes.

Alongside this, X-Shot is now the No. 1 most-liked toy blaster brand on TikTok, which is enabling us to win more space and share of categories. We are using TikTok not only has a marketing tool, but also using trends to find new products that will resonate with consumers — with two such lines launching this fall.

We have already seen a massive jump in consumers wanting to personalize or customize what they buy. This has been noted in other categories for the last couple of years, however, it is now becoming a big trend within toys. This stems from trends like customization within gaming, but also ties into a growing need to personalize to suit individuality, which is great to see. People are now looking at how this translates to their collectibles and toys. We expect this will show through launches this year across the industry, one of which will be our biggest launches of the year this fall.

We have also seen consumers become more vocal on issues they care about. We are seeing a shift as consumers no longer see sustainability as “nice to have” and instead as a necessity.

The toy industry has a way to go here. It can vary per market, of course, but the growing call to action is getting louder. For many consumers, this heavily impacts what they decide to purchase.

They do, however, see this responsibility sitting primarily with brands and expect more from businesses to ensure they are taking the best measures possible to be more eco-led.

How does ZURU plan to continue its sustainability efforts?

As technology and material in this area becomes better, it allowed us to have access to low-impact resource that protects our environment without compromising on the quality of our toys for which we are recognized.

We had our first recycled plastic capsule for our popular 5 Surprise range hit stores last holiday season. Our move to certified recycled plastics is our priority, reducing our use of raw materials and to make use of what already exists. This ultimately removes single-use waste and reuses it instead, to prolong its lifecycle. For 5 Surprise, we estimated a reduction of 1,800 tons of plastics in 2021. This, alongside the change in Bunch O Balloons, will mean we prevented about 3,600 tons of plastics from entering the environment last year alone.

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DEBORAH STALLINGS STUMM

Senior Vice President of Sales and Marketing, Bonkers Toys

Some of the hottest toys in 2021 were based on toys going viral on social media. What other toy trends are you seeing for 2022?

At Bonkers Toys, we pride ourselves on being ahead of the curve and seeing trends before they appear at retail. We were the very first toy licensee for the juggernaut Ryan’s World; the success of that line put toys based on YouTube [channels] at the forefront of industry trends. The pandemic has led to increased screen time for kids and teens, and turned YouTube and TikTok creators into major celebrities. Their reach surpasses anything we have seen before and provides massive opportunities for toys and viral marking.

This year, we anticipate top social media stars will be the key to success in both bringing their own toy brands to market, as well as driving huge demand for other products through their testimonials.

Authentic and organic influencer videos and posts have evolved to become a primary form of marketing as toy companies recognize the huge impact and correlation to sales.

The entertainment world will continue to innovate and create new social and gaming platforms where kids and teens will virtually gather. Bonkers has always been at the forefront of how kids are consuming entertainment, and we will use our exceptional licensing, design, and brand teams to identify the next breakout stars, games, and apps and turn them into phenomenal toys and marketing campaigns.

How important is licensing to your overall business strategy?

One of Bonkers’ biggest advantages is our talented and experienced team members who identify up-and-coming licenses before the rest of the market and design toys that truly resonate with fans.

All licenses are not created equal in the toy world, and Bonkers has very specific criteria we look for in our brand partners. Many toy companies sign proven licenses that have stood the test of time in the toy industry and then redesign toys for a new generation.

Bonkers takes a more cutting-edge approach by finding the newest influencers with toyetic potential, working hand-in-hand with the creators, and then bringing toys to retail with quick time to market.

An excellent example of this is the Bonkers Toys partnership with Aphmau, the most popular female gamer on YouTube. Aphmau appeals to the “girl gamer,” which is an incredibly untapped opportunity. The new line of Aphmau MeeMeows Mystery Plush is selling out everywhere because of the huge demand in this demographic.

In the current entertainment environment, getting merchandise to shelves and online retailers in record time is essential to serving Generations Z and Alpha. These younger generations expect “merch” to be available immediately when the creator or app is hot. Having toys available to capture the fan frenzy is critical to being successful with on-trend licenses.

DONNA MACNEIL President, ChizComm

What will be some of the top marketing strategies in 2022?

It always holds that the key to success is to stay focused, smart, creative, and, most importantly, in-step with target consumers — that means being where our audience is, speaking in a relatable and relevant way, and building brand relationships that are respectful of our consumers’ time, attention, and purchase. It is essential to continue to achieve the right balance in the mix awareness, engagement, and conversion, parent and kid audiences, and reach across media platforms that is diversified, but not diluted. Over the next year, we’re also keeping an eye on the changing nature of paid influencer strategy, social engagement, and a return to live events and in-person interaction, and we are excited to watch advances in livestream commerce and what opportunities might be created in our space. Diversity, inclusion, sustainability, and social-emotional connection continue to be very important in messaging and positioning. As always, we must never forget that fun comes first in our business for our audiences.

How do you think a hybrid trade show model will affect the toy industry in 2022?

There are many benefits to the virtual components of shows that have evolved over the last two years — reaching extended audiences who may not have been participants on site, making sure events and opportunities are more accessible for smaller businesses, and requiring us to get more creative and resourceful in building and sustaining relationships in the absence of live events. That said, we, like most, can’t wait to get back to in-person events. We know we have great tools in our arsenal when live interaction isn’t possible. Still, nothing replaces face time or the energy of an in-person event.

Do you expect the increasing cost of raw materials for toys, games, and product packaging to impact toy prices in 2022?

Yes, indeed, but we are also seeing companies get incredibly resourceful about delivering innovation cost-effectively in both product and marketing. Consumers show that they can be willing to spend more on quality and originality, or reflect their values for product and brands to which they are loyal. Our job as marketers is to get that message across to consumers. toybook.com | FEBRUARY 2022 | THE TOY BOOK 85

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STATE OF THE INDUSTRY JEN DEREVENSKY

Co-President, Ren Beanie Public Relations

How can toy companies best take advantage of influencer marketing?

Influencer marketing is one of the more popular strategies in the toy industry today.

There are many advantages to working with influencers when done in the right way. By being highly focused and partnering with influencers whose niche aligns with your products, you can reach a relevant audience and increase the likelihood of conversion. Working with the right brand ambassadors that you can form long-lasting relationships with (rather than one-off campaigns) can also build credibility and trust for your brands over time.

Content featuring your products should be creative, be able to live organically within the influencer’s niche, and provide value to their followers so that they are more receptive to your message. One of the added benefits of successful content is the ability to use it across your own brand channels. Working out an agreement to co-create or repurpose content with your ambassadors can alleviate the challenge of continually trying to create fresh and engaging content for your own channels.

It also isn’t necessary to have a huge budget when working with influencers, which is another benefit. Especially when it comes to toys, there is a rich pool of micro influencers to choose from with audiences that are more engaged and focused. We often recommend a strategy that relies heavily on earned content rounded out by a few paid partnerships. We’ve had many successful brand campaigns that relied solely on earned influencer content.

Some of the hottest toys in 2021 were based on toys going viral on social media. What other toy trends are you seeing for 2022?

One toy trend that continues to gain momentum is cause-related initiatives and products that give back.

Several toy companies have successfully aligned their brands with philanthropic efforts, either as a percentage of proceeds supporting a charity or cause or as a sizable donation of toys to deserving children. One example I love is Just Play’s partnership for their WaterBabies dolls with the incredible nonprofit organization charity: water. Additionally, there has been an on-going shift in prioritizing ecofriendly products and packaging, like Basic Fun!’s new I Care Bear. We hope that more toy companies will consider long-term sustainability as a necessary undertaking as they look to the future. We believe that will become a key purchase decision for many in the next generation of parents and toy shoppers.

MICHAEL PISORS

Head of Marketing, IMC Toys

​​ What is one of the biggest challenges toy manufacturers face today, and how is IMC Toys addressing it?

One of the biggest challenges facing the toy industry today is fragmentation; particularly with the proliferation of content and content viewing platforms. We’re seeing this trend not only permeate the world of licensed entertainment brands, but also within owned toy IP as well. Everyone seems to have content, and while quality content is paramount, so is a strategy to connect with the right audiences on the right platforms. Creating this synergy is key for IMC Toys and reflected in our partnerships. As an example, we are excited to announce that our Cry Babies Magic Tears content will launch on Netflix later this year.

Another challenge within the theme of fragmentation relates to retail. For many toy companies, there is a continued shift and focus to the digital shelf. This is especially true as physical shelf space continues to constrict against the backdrop of countless new brand introductions each season. An important aspect here is that for many parents, the search for toys starts online, even if they are ultimately purchased (or picked up) in store. For IMC, this has led to significant focus and investment in digital marketing. At a basic level, this means product detail pages need to be best-in-class, from assets, optimized copy, and communication. It is also critical that we are building awareness and driving conversion through search and display campaigns, as well as a host of other touchpoints, including paid social, influencer, and other off-site media. That is the benefit of digital: the ability to test, learn, and quickly implement campaign adjustments based on the desired outcome.

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

Innovation is essential for any brand to remain relevant to consumers. This is especially true for evergreen properties like our Cry Babies brand. What started as a single product launched in the U.S. market in 2018 has evolved into a global, content-driven franchise that now spans across multiple formats and play patterns. In 2019, Cry Babies Magic Tears was the brand’s first meaningful line extension, which integrated the key storytelling component of “tears” into a collectible line. As we look to fall, IMC is introducing BFF, an innovative entrant into the fashion doll category. Cry Babies fans will quickly discover their favorite characters have been reimagined as older fashionistas with new content to support the storyline.

Finally, we’re thrilled to be introducing the most advanced, lifelike, and interactive nurturing doll in the market this holiday season: Cry Babies First Emotions Dreamy features a fully expressive, animated face and more than 50 sounds and expressions. Four interactive accessories let kids care for her, just like a real baby. She even blinks and cries real tears when kids remove her pacifier.

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JAMIE BERMAN

President, Canspan BMG

What were some of the biggest challenges your clients faced last year, and how did you work with them to mitigate their effects?

2021 had endless challenges for everyone involved in the toy and game industry. It was a perfect storm of supply chain problems, including inventory issues — increased shipping costs, long delays, and uncertainty — mixed with ongoing COVID-19-related issues affecting human resources, retail, and events. This made it quite difficult to forecast sales revenues and plan media, budgets, and content. Some were able to thrive under difficult circumstances, but it was not easy.

As an agency specializing in the toy and game industry, 2021 was a year for us to put aside profitability concerns and focus on supporting our clients by helping them mitigate the damage wherever we could. We worked more closely than ever with our accounts to problem solve and find new, reliable, and cost-effective opportunities we could leverage. Media and marketing plans were updated on a daily basis based on inventory status updates. Our standard contracts were tossed in the trash as we restructured our terms and fees to alleviate the pressure on our customers. We found ourselves much more deeply involved in our clients’ businesses and plans and more invested in the outcome. Every client had their own scenarios, challenges, and risks, and we had to be more sharp and more nimble than ever.

We’ve always told our clients that we’re their partner, and not just another outside supplier. Last year, we really had to prove it. Our business is built on expertise, relationships, and transparency, and those were tested big time. Thankfully, with few exceptions, our agency and our clients came out on top and ready to tackle 2022 and beyond.

What will be some of the top marketing strategies in 2022?

This year will be the one we begin seriously discussing metaverse strategies for our clients. Phygital (physical and digital) products and offerings are emerging now and will soon be everywhere. The blockchain era is upon us, and we are staying on top of new virtual platforms and properties and putting our agency in the position to help them navigate web 3.0 and the new retail opportunities it presents. We’re looking forward to the fun that this new landscape will bring to marketing.

Online privacy updates are impacting how we can target our audiences on digital/social platforms and how we are able to measure our campaign results.

That’s not a bad thing, but it does require adjustments in our approach to maintain targeting effectiveness and ultimately return on advertising spend. For us, this means that content and personalization will be crucial. We will be taking a more granular and strategic approach to content from the very beginning of campaigns. We’ll need to have the right type of content in our ads for every type of customer, and lean heavily on creative A/B testing in order to maximize campaign performance and help inform further creative production With the increasing competitiveness for real estate on retailer websites, I think we’ll need to continue to drive advertising programs targeting high-intent shoppers on mass retailer websites, including Walmart, Amazon, Target, and Best Buy. I also think we will see some alternative e-commerce platforms spring up to provide new places to connect and transact with customers that brands will have to consider in addition to their Amazon, Shopify, and social shops.

KERRY TUCKER

Chief Marketing and Franchise Officer, pocket.watch

How is pocket.watch’s presence on over-thetop (OTT) platforms part of the company’s growth strategy?

At pocket.watch, we strive to be everywhere kids are. Our strategy in OTT supports that mission and allows for more kids and families to experience our content and products. It also provides new outlets for our creator partners, who mostly amassed their audiences on YouTube. Packaging both existing and original content for distribution on OTT opens entire new audiences and revenue for these talented content creators.

How important is it to integrate toy brands with digital experiences?

It is essential to staying relevant with today’s kids. The convergence of physical toys and digital experiences is one of the most exciting opportunities in our industry right now. The inspiration for toys is increasingly born from digital experiences, specifically gaming and the metaverse, and we are investing a lot of resources to unlock the infinite possibilities in this space.

How does pocket.watch plan to grow its success in the toy category this year?

Pocket.watch will continue to invest in growing the toy category of its existing franchises like Ryan’s World, ensuring our continued success in preschool and expanding into new categories and demographics. We are also introducing new franchises, like Kaleidoscope City, which will include incredible toy innovation and cutting edge digital experiences. And, we will be announcing new retail and direct-to-consumer initiatives this year that will have significant impact on our toy business globally. toybook.com | FEBRUARY 2022 | THE TOY BOOK 87

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STATE OF THE INDUSTRY RACHEL GRIFFIN

Co-Founder, PlayWise Partners

YEHUDA SHMIDMAN

Chairman and CEO, WHP Global and Toys “R” Us

In what simple ways can toy companies cultivate a meaningful presence with their audience?

The best ways for companies to cultivate a meaningful presence with their audience is to be human: Don’t be a robot or act fully as a corporation.

Have clear and concise communication and, of course, with fun and creative content and products. Stay active on social channels and with customer service — this is key. If a consumer has a question or complaint, address it immediately before it turns into something bigger. On that same note, communicating with your audience where they are to amplify their comments of support or creative content is a must.

Additionally, consider giving back to the local community and relevant causes. More and more, consumers are making purchases from brands that demonstrate core values that align with their own. The same goes for employees and potential new hires. Examples include a volunteer day, meaningful donations, company matching or sponsorships, and even team events. Support your audience (customers, employees, fans, etc.) and they will continue to support you in return. Remember the golden rule: Treat others the way you want to be treated yourself.

What is WHP Global’s growth strategy for Toys “R” Us in 2022?

Today, you can visit Toys “R” Us stores in Dubai, Tokyo, Beijing, Barcelona, and many other locations across Europe, the Middle East, Asia, and more. In fact, Toys “R” Us today generates more than $2 billion in annual retail sales globally across more than 900 stores and e-commerce sites in more than 25 countries.

Our focus for 2022 is to continue to invest in growth across the world as we look to expand our total retail footprint by more than 50% to more than 1,300 stores total.

Our digital presence is of course just as critical, and we are investing there as well to ensure that we have a complete omni experience for consumers everywhere.

More specifically for this coming year, we will be launching more stores inside Macy’s in the U.S.; we will be launching an omnichannel retail presence in the UK; and we will be looking at new innovative expressions of our brand, including NFTs, metaverse partnerships, and more.

We believe that Toys “R” Us is the most beloved toy store in the world, and even more importantly, it’s a brand that we all grew up with and love. The power of the Toys “R” Us brand is that we are all Toys “R” Us kids at heart.

How do you think a hybrid trade show model will affect the toy industry in 2022?

If there is one thing we have learned from the past two years, it is that the toy industry is adaptable. Technology is advancing daily, which will make hybrid trade shows that much more accessible and reliable. Companies will have the opportunity to offer in-person, livestream, and on-demand content, which will give their customers and media more opportunities to interact with their products on a more flexible schedule. Budgets depending, along with health and safety measures, companies will opt in for whatever is best for their business.

On the public relations front, a hybrid trade show allows us to connect virtually with media contacts and influencers, regardless of on-site attendance at a trade show.

However, the value of face-to-face meetings, relationship building and product demonstrations cannot be replaced.

While I wholeheartedly appreciate virtual meetings and how we’ve adapted, I am ready to have in-person events again. Toys are meant to be played with; playing with these toys and games at events is literally good for the mind, body, and soul!

How does WHP Global plan to expand Toys “R” Us’ retail presence in the U.S. in 2022?

This is an exciting time for people who grew up loving Toys “R” Us in the U.S. because it is back, and it’s back in a mega way. First and foremost, the U.S. retail strategy for Toys “R” Us is anchored by our partnership with Macy’s to open more than 400 Toys “R” Us shops inside Macy’s stores throughout the U.S. and online at macys.com/toysrus.

American consumers across the country have told us that they want to see Toys “R” Us back in their local communities, and we’re very excited that our partnership with Macy’s will make that happen.

In addition, our first U.S. flagship Toys “R” Us location opened to the public just before the new year at American Dream in New Jersey, and we see this location being an exciting destination for families, especially this year during its first full year of operation. The flagship has two floors and features Geoffrey throughout the experience, a café for kids, and a slide that transports you from the second floor to the first.

All told, 2022 is positioned to be a major year of expansion for Toys “R” Us in the U.S.

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STATE OF THE INDUSTRY SCOTT GOLDBERG

Managing Director and Executive Vice President, Carve Communications

What were some of the biggest challenges your clients faced in 2021, and how did you work with them to mitigate their effects?

It goes without saying that just about every consumer products company dealt with supply chain issues of some kind, whether it was manufacturing, chip shortages, or simply not being able to get their products off ships in a timely manner. Where our clients succeeded was having foresight to implement a strategy months in advance of our busiest season, which significantly minimized delivery delays and product availability for consumers. We were able to capitalize on this situation and utilize our relationships to communicate that while competitors’ products may not be available, we are ready to provide them with great products when they need them most. It was an ideal “problem-solution” narrative that allowed us to secure valuable exposure for our clients, and we’re continuing to utilize this opportunity in early 2022.

Alternatively, we also had a client that struggled with the supply chain issue, specifically due to the elevated demand for quality educational products coupled with the limited supply during the holiday season. Rather than ignoring or avoiding the truth of the situation, we were up front and honest with the media, who communicated their appreciation for our approach.

Ultimately, being proactive with the media not only benefited our long-term relationships, but it also resulted in our ability to stretch the availability window for these new products as the inventory quantities begin to increase in early 2022. As a result, we’re now positioning the products as great options available for spring and Easter.

What new marketing initiatives are working now that haven’t in the past, or vice versa?

We’ve always found that creating truly integrated 360-marketing programs has helped our clients find success no matter the situation. From traditional media and influencer to retail marketing, experiential, and thought leadership, it’s about strategically and authentically tying each facet together. While 2020 handcuffed us quite a bit with many of those “tools in our tool box,” 2021 allowed our team to bring back a level of experiential marketing to the mix. Getting products into the hands of consumers (both parents and kids) has traditionally paid dividends and the hope is for more opportunities to do so in 2022. Seeding our target audience is valuable for several reasons, the most important being receiving genuine feedback from kids and families. As a result, we piqued interest in key products, drove additional sales and created new opportunities for 2022.

Another example is the in-person media events that took place in 2021, and with hindsight being 20/20, I think many of us took these interactions for granted in the past. These events came to be a dime-a-dozen and became something we all had to do, while we all may have lost sight of just how valuable they were. While in-person events can be exhausting, the single best way to build relationships with the media is to meet with them in person time and time again; exchanging stories, sharing a joke, and truly getting to know one another aside from emails and texts.

SERGE MICHELI

Executive Director, The Canadian Toy Association

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

The biggest challenges heading into 2022 are the ongoing supply chain issue and the global COVID-19 pandemic. The Canadian Toy Association (CTA) and The Toy Association have been providing tools and information to assist our members as they navigate supply chain issues and issues related to COVID-19, including webinars with experts to weigh in on challenges and offer facts and potential business solutions.

In addition, the CTA is working with the Chamber of Commerce to provide support to our membership on the supply chain crisis.

In July, we held a State of the Industry online seminar with member retailers and The NPD Group on our panel. We had more than 100 participants and discussed the current issues facing the toy industry. We received terrific feedback from our membership who really gained valuable insights. As we move into 2022, we will continue to rely on digital measures to bring retailers and CTA members together.

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

The key initiatives ahead for the CTA will be developing opportunities for safe, in-person education and networking. In addition, we will continue to expand our online webinar offerings. We will continue to promote the Genius of Play within Canada to provide opportunities for increasing the awareness of the value of play for kids.

CTA will continue to partner with the Royal Canadian Mounted Police (RCMP) and Thomson Terminals Ltd. to produce the Toys for the North Program. This program provides toys donated by CTA members to reach children in remote communities that are not able to access toys during the holiday season. In 2021, CTA Members donated more than $195,500 worth of toys during the 11th Annual Toys for the North initiative.

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GENNA ROSENBERG

CEO, GennComm and Chief Ideator, GennComm ImaGENNation

What were some of the challenges your clients faced in 2021, and how did you work with them to mitigate their effects?

Supply chain shortages definitely impacted GennComm PR clients from a media planning perspective. With uncertain and shifting timelines, launch dates, and inventory levels for some products, we worked in lock-step with our clients’ in-house teams to closely monitor on-shelf dates and delays in real-time.

It was imperative to make sure all our promotional efforts were focused on products that would actually make it on shelves.

Not only would it be disappointing to consumers if goods they read about were not available, but importantly, also because we want to maximize our client’s dollar spends and ROI by ensuring we were focusing on products that have the potential to actually sell. Also, while some classic, well-known brands, seasonal products, and games had more organic growth, for other lesser-known brands and new introductions that didn’t have the benefit of being previewed to media at toy fairs, we focused on collaboratively innovating with our clients to cleverly launch these new lines with media and influencers.

How do you think retailers will cope with holiday 2021 toy shipments arriving in early 2022?

2022 will be another transformational year as it relates to seasonality of the toy industry, and it remains to be seen how consumer buying patterns will shake out. It’s going to take time for retailers to sell-through goods that were planned for fall and instead will arrive for spring when typically the product mix is lower-priced items. This backlog will certainly impact their buying levels for fall 2022, and even pre-pandemic it was already a trend for retailers to order “just in time” shipments. I believe we’ll see many of the companies reducing their new product investing and holding back certain items as they work to monetize investments in product lines that had delayed launches over the past year.

Do you expect the increasing cost of raw materials for toys, games, and product packaging to impact toy prices in 2022?

Manufacturers are feeling squeezed from both consumers and retailers to maintain low prices, but there’s simply no way for them to absorb 100% of the price increases. One way they’ll maintain prices is to do major cost reductions, and more scaleddown everyday items. I believe the dollar channel will see lifts as more people shop there as a result of rising costs at mass retailers. And I do think we will see rising prices in 2022 as a result of the massive price increase in raw materials coupled with the increased shipping costs.

DAVID NIGGLI

Chief Merchandising Officer, FAO Schwarz

What categories performed well for FAO last year? What were some of your top-sellers?

Our best-sellers were from categories that reflected classic play patterns with a modern perspective. While we are seeing some growth in technology-driven toys, there does seem to be a desire for traditional toys with open-ended play that encourage imagination and creativity. We also continue to see great success with plush. Plush toys have always been one of the top categories at FAO Schwarz. Knowing that the brand has been synonymous with quality and uniquely designed plush for 160 years, it has been a natural category to focus on, and the consumer has responded most favorably. Additionally, classic role-play items with a creative and fashion perspective proved to be very popular. Vanities, tea sets, accessory sets, and social media accessory sets all were top-sellers. We also saw significant growth in music items.

As always, our Dance on Piano continues to be a favorite with strong cross-generational appeal; and a new music addition this year was our Electric Guitar and Amp. Our wooden Rock Star set, including guitar and drums, was a big hit with the younger consumer. Creativity, overall, continues to see growth with drawing and design themes being very strong. We also introduced a uniquely designed wood collection that combined classic wooden toys with modern design and contemporary play patterns.

How important are in-store experiences and how is FAO Schwarz keeping them going yearround?

Experiential retail is at the core of FAO Schwarz’s DNA. Visiting FAO is not only about finding great unique gifts, collectibles, and toys, but also about engaging in memory-making experiences. Whether you are customizing an R/C car, styling your own Barbie doll, or creating a friendly monster at Elmo’s Monster Maker, a day at FAO offers multiple engaging experiences. We continue to enhance and add new experiences, and just recently launched the Funko Pop Factory, which has become one of our most popular attractions. With the ease of shopping online, it is important to offer a different shopping experience in the store, not only to give consumers a reason to visit in person, but also to further reinforce what makes a visit to FAO like no other place. We have always provided our shoppers with an amazing theatrical retailer environment, which is key to our long-standing success. In fact, this year, we will be celebrating our 160th anniversary and are so excited to welcome existing and new visitors to the store! toybook.com | FEBRUARY 2022 | THE TOY BOOK 91

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STATE OF THE INDUSTRY REGINA LAI

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

With continued uncertainty due to the COVID-19 pandemic, how has HKTDC worked to connect buyers and manufacturers globally in 2021?

The prime objective of organizing trade fairs is to connect buyers and suppliers to facilitate their business growth and partnerships. Affected by the pandemic, many organizers have to achieve this objective through digital means. At the early stage of the outbreak of the pandemic, we already saw the importance of overcoming the geographical boundaries to keep our exhibitors and buyers connected. Since the first online exhibition held in July 2020, we started developing an artificially-intelligent-powered online business-matching platform, Click2Match, which allows buyers and suppliers to enjoy functions such as meeting planner, video meetings, a live chat, and e-business card exchange. We also leveraged our strong business network of 50 global offices and the support of our Hong Kong team to offer real-time assistance to buyers and exhibitors.

Since then, we organized a number of online shows to help companies capture business opportunities during the pandemic. From April 2020-March 2021, our online fairs attracted more than 7,400 exhibitors, including 662 toy manufacturers and suppliers, more than 390,000 buyers, and arranged more than 21,000 virtual meetings. We are happy that global suppliers and buyers shared positive feedback on this Click2Match platform. What’s more, they were able to identify new suppliers and closed their deals.

Earlier in 2021, with the release of COVID-19 vaccines and the commencement of mass vaccination programs, we all started to get more optimistic that trade activities could begin to return to normal. But, we believe that even when the pandemic subsides, global sourcing has already become digitalized and future trade fairs will be more likely to offer a hybrid model of online and offline sourcing to reap the benefits of both formats.

Therefore, for the first time, we organized some trade fairs in a hybrid format with both a physical exhibition and an online business-matching service. In October 2021, we brought seven fall trade fairs together onto a single “physical and online” platform, showcasing cutting-edge tech products, solutions, services, and intelligence.

Together, these “physical and online” fairs featured more than 2,500 exhibitors, including 201 toy manufacturers, and attracted more than 37,000 onsite buyers to visit in person and more than 49,000 online visitors.

CLARK NESSELRODT Executive Vice President, Brilliant PR & Marketing

How can toy companies best take advantage of influencer marketing?

No matter what your size or current influencer marketing activities, there are three actions any toy company can take to achieve growth through influencer marketing in 2022. 1) Acceleration: No matter what the current status of your influencer marketing program, do more in the year ahead.

If you only focused on fostering relationships with 15-30 earned influencers last year, double that number this year, and think about adding in a few paid collaborations. If you spent $100,000 with paid influencers last year, think about borrowing from other budget areas to increase that budget this year. You can’t expect to grow by doing the same as you already did. Hopefully, you are coming into the new year with some learnings about what worked and what didn’t in 2021, and now you can calibrate your efforts and spend accordingly. 2) Diversification: Try different things. If you’ve only been focusing on YouTube family toy unboxings, think about how you can also speak to moms on Instagram. If you’ve been going deep on TikTok only, think about how to also generate some traction on other platforms. We never know when an algorithm change or cultural shift will send a platform spiraling. Diversify your influencer approach just like you would your stock portfolio. 3) Proliferation: This is closely tied to diversification, but you need to roll deep in these platforms and recognize that it is rare for one great collaboration to change your business overnight. Even if you are incredibly successful, your message/product/brand is appearing alongside thousands of others that the audience is being exposed to simultaneously.

It’s not enough for them to hear it once. They may need to see it 3-5 times before taking action. Lastly, you simply must integrate your influencer content with your full 360-degree marketing and consumer engagement strategy. Focusing on a single post just doesn’t get you very far any more.

What will be some of the top marketing strategies in 2022?

At Brilliant PR, we are calling 2022 the year of owned content.

Toy companies in particular have become very reliant on earned media, followed by their perennial emphasis on paid media (for the lucky companies that have the benefit of such budgets). But, paid dollars are often a luxury. Consumers are less likely to be swayed by paid advertising than ever. Owned content (the redheaded step-child of the toy industry’s marketing mix) comes with the potential to help address these challenges. We used to think of owned media as something ancillary and separate from earned and paid, but we are beginning to think first of owned content/ creative, doing so in a way that creates earned media angles and breakthrough creative to fuel paid campaigns.

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TARA HEFTER

President and General Manager, Disguise, a division of Jakks Pacific

How is Jakks Pacific’s Disguise costume division contributing to the company’s overall growth?

Disguise’s costume business is the most prolific of a number of Jakks businesses, which are not exactly toy, but toy-adjacent enough to benefit from being part of the larger Jakks.

Our recent efforts to significantly expand our international distribution is a good example.

Our constant focus on new licensing opportunities benefits us, the toy side, as well as the other Jakks consumer products businesses. To that end, we’re certainly driving sales growth in 2022 and beyond while always looking to work with our “toy friends” as we open new channels and customers, and they’re nice enough to do the same for us!

How important is providing diverse, accessible, and inclusive products for kids, and how is Disguise doing so?

Costumes closely follow apparel trends, which are very much focusing on diversity and inclusivity (D&I) these days. D&I initiatives are very important to Disguise’s business in order to stay relevant, but also because it is the right thing to do. We launched our first licensed wheelchair wraps in 2020 and have expanded the collection every year to include adaptive costumes and additional licenses. It has been wonderful to have nearly all retailers support our adaptive range, which is very important and special to Disguise. We are also looking at more and more gender-neutral product offerings, more varieties of characters, pride and progressive offerings, plus-size costumes, and other D&I initiatives.

How important is licensing to your overall business strategy?

Licensing comes first at Disguise as nearly all of our business is license-based. We’ve been in business for 35 years and 33 of those have been with licensed product. The team is adept in understanding licensing needs and how to build brand DNA into our product.

DAVID BECKER

President, Blue Plate Media Services

How can toy companies best take advantage of influencer marketing?

Managing creators can be tricky, expensive, and a time suck on resources, so plan prudently, pay attention to the metrics, and stay on tactic and budget. Even when relying solely on non-paid influencers, and your only investment is product and time, cost of goods, and the need to sell through, you must still ask yourself three very important questions: What is the social impact of your efforts? Is there a measurable return on your investment? Where does influencer marketing fit into your marketing mix? A smartly executed influencer campaign standing on its own with no media to support it can come up short and dilute the impact of your overall messaging. Media works best when levers are working in tandem, not isolation. When adding influencers into your media mix, take the time to look at the metrics of each influencer to ensure they are adding value, targeted reach, and relevant influence to your campaign.

Check their content history to insure they are in-line with your values.

What new marketing strategies are working now that haven’t in the past, or vice versa?

TV has morphed monumentally and continues to change at an accelerated rate. With this drastic shift in viewing behavior, new video consumption patterns have emerged. Our elusive consumer is still there — you just have to know where and when to engage. While you have a front row seat to these changes, be sure to match your media spending to the change in behavior or you may be losing pivotal reach, paying for duplication, or spending media dollars that are not delivering a return on advertising spend.

The toy industry has spent years investing in media plans that were built on gross rating point (how impact is measured) weight, audience delivery, reach and frequency, and dayparting, just to name a few. Some of these metrics still matter, but more on an alternative, digital screen. With meteoric shifts in content delivery, and digital TV buying and targeting becoming quite complex, how are you incorporating smart methods of planning and buying and media management and measurement metrics into your connected TV (CTV) and cross-screen channel buys? Do you understand CTV and why, where, and how it belongs on your plan? Take the time to understand the medium before you invest your dollars.

While linear TV was largely an awareness platform, CTV is now pushing the boundaries, testing opportunities to drive beyond the view to a click to buy. While still in its infancy, we are seeing opportunities to engage with the consumer that never existed before, such as QR codes on CTV screens and highly targeted podcast ads with calls to action.

As you embark on your media planning, be sure to vet your advisors if you are to trust the advice they are sharing. There is an old expression: If you don’t know where you are going, you will end up someplace else. This could not be more true than in the world of media strategy and planning.

Starting today, lean in to sophisticated marketing and let your marketing prowess pave the way to successful brand building. toybook.com | FEBRUARY 2022 | THE TOY BOOK 93

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by STEVE REECE, managing director, Toy Team Asia CHINA’S ROLE IN INTERNATIONAL manufacturing is changing as economic development advances ever further. In the toy business, China has been playing a massive role in producing the products we sell for more than four decades. Before manufacturing in China, most companies either produced their products in their home market or imported from various hubs around the world, including Hong Kong, Japan, and Taiwan.

THE TOY INDUSTRY’S RELIANCE ON CHINA The major factor of concern for the toy business is, of course, the cost of labor. In the toy industry, automation is normally not a practical manufacturing solution, meaning that our business is generally reliant on countries with cheap, abundant labor. Due to the advanced economies and minimum wage structures in the U.S. and Europe, cheap labor is not typically available in these home markets.

This was a major reason why China began to dominate toy production beginning in the late 1970s.

Fast forward to today, and China has managed to lift hundreds of millions of people out of poverty. But, those times are heading toward a natural end as labor is no longer comparatively cheap or abundant for toy factories in China. While some production is relocating around China to chase greater labor availability and lower costs, the reality is that China may still be our preferred source for toy production due to its comparative ease.

The established efficiency, reliability, and robustness of the local supply chain is there, but it is increasingly the costlier option. Pricing — as anyone who had to negotiate price points last year due to the shipping container crisis would know — is key in the toy business. Retailer pressure for lower pricing continues regardless of increasing inflation.

A variety of factors, including inflation rates, labor shortages, and the Chinese state’s focus on “trading up” to produce more complex products have led to the closure of several toy factories in China, while many more struggle to be profitable. The bottom line is that China today is perhaps less suitable for producing toy cars versus producing real cars.

To be clear, China will still be a player in the toy business. Currently the world’s second largest toy market, and with a strong parental emphasis on education, China represents an increasingly important commercial opportunity for toy companies. And, while China is certainly going to lose a very large chunk of the production it has historically held, logically, toys intended for distribution in the Chinese domestic market will surely continue to be produced en masse in China.

THE MULTIHUB MODEL Toy companies are increasingly going to need to be prepared for change and more uncertainty than they have been used to in terms of toy supply chains. Today, there are some alternatives to China, but they are not perfect and certainly

do not yet have the capacity that China has developed over the decades. As the industry moves from a single-hub model to a multihub model, production is going to get more fragmented, shipping consolidation will get more complicated, and sourcing teams will have considerable latitude on where each product should be produced in order to ensure efficient delivery to its intended market. This will also be more work than sending out requests for quotes (RFQs) to the usual three factories in the same area of China.

Sourcing is going to become a more challenging function with more scope for costly errors but it also has significant cost savings potential.

The biggest sourcing mistake toy and game companies make is focusing solely on manufacturing costs. Manufacturing normally accounts for about 25-30% of sales and is the biggest cost most companies have, so focusing on getting costs down is not surprising. The issue is how little attention many companies and sourcing professionals pay to supply chain risk. The events of last year’s global supply chain crisis proved why diversification is key.

ALTERNATIVE TOY MANUFACTURING HUBS Vietnam has been the country of choice for manufacturing groups that have seen the writing on the wall and have chosen to diversify, instead of using China or Hong Kong alone. Vietnam is culturally and geographically closer to

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China than some other potential alternatives. This means that manufacturers can deal with many of the same company owners and management, and it is beneficial in terms of continuity of standards, understanding, and relationships. The feedback we have received, however, is that factories in Vietnam are very full due to increased demand.

India is the only country with a population similar to China and with a large-scale latent industrial base. There are some good toy factories in India supplying major companies, as well as many new entrants trying to get into the toy manufacturing market. India also has very abundant and cheap labor, leading to significant cost savings (5-10% lower) versus China on products that require high labor and toys with multiple components. There are challenges with India in terms of communication style and business culture, as well as consistency; most companies sourcing from India have higher expectations during inspections versus China. Our company has played some part in introducing top toy companies to India for toy manufacturing, so we have followed their journey closely. Based on this, our observation

is that sourcing from India can take a bit more managerial effort. It is not yet quite as easy as sourcing from China, but can result in significant cost savings. If your total manufacturing spend is $20 million and you put a quarter of that into India, you might achieve $500,000 cost savings if your products fit.

Indonesia is also a growing toy production hub, with multiple viable factory groups supplying the global toy market.

Historically, Indonesia has been regarded as a higher risk due to political instability.

In addition to Indonesia, there is also some capacity in Thailand and Malaysia, but those countries have somewhat higher labor costs and tend to get less of a focus.

Finally, nearshoring in Mexico for supplying the U.S. and Canada, and Eastern Europe for supplying the major toy markets in Europe, are also alternate production sources. Before shipping container costs soared, these markets were mostly considered prohibitively expensive, with costs being approximately 25-30% higher at the factory gate. With soaring shipping costs over the past year, these hubs suddenly looked more attractive, and demand soared. It remains to be seen whether this demand will dissipate when

shipping costs finally start to reduce at some point. There are some good factories in both Mexico and Eastern Europe, and I anticipate growth to come across the next decade. Supply chain diversification and growing environmental concerns are driving closer-to-home manufacturing for some product lines and customers.

The toy business has already begun the transition from a primary sourcing hub in China toward a multihub model. The larger toy companies have been working on this for years, and many manufacturers have begun working with suppliers in different countries — not necessarily because they want to or because it is easier, but because they feel they have to. This transition has already produced seismic shifts and is only going to accelerate over the next few years. » Steve Reece is the managing director of Toy Team Asia, a global strategic sourcing consultancy that reviews supply chains and vendor bases for toy and game companies. To date, the company saved its clients more than $10 million in manufacturing costs, as well as delivering risk-reduced sourcing via diversification. Visit toyteamasia.com for more details.

Micro Plastics Private Ltd., a leading factory in Bengaluru, India | Source: Steve Reece

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The platform has started contacting channels it believes are creating low-quality video content.

by MELISSA HUNTER, founder, Family Video Network THE TIME HAS COME FOR WHAT MANY toy-focused YouTube creators have feared.

In addition to requiring channels to mark their content as “Made for Kids” or “Not Made for Kids,” YouTube released new standards last July that are meant to help creators by providing more transparency into what the platform is looking for in terms of kids’ and family videos.

The document outlining these standards, called “YouTube Best Practices for Kids and Family Content, A Guide to Creating Enriching, Engaging and Inspiring Content for Kids and Families,” includes guidance on a low-quality principle that labels content as heavily commercial or promotional. These videos are “primarily focused on purchasing products or promoting brands and logos (e.g., toys and food). It also includes content that is focused on excessive consumerism.” It is important to note that these standards apply only to content specifically marked as Made for Kids either by the video creators or YouTube.

As YouTube has become a huge promotional tool for toy brands, this

new outlook on kids’ content is going to have a significant impact on marketing this year. YouTube has already started rolling out this policy and began notifying channels of their quality status at the end of last month. Channels that the platform deems to have an excessive amount of “heavily commercial or promotional content” will be given 30 days to either remove or modify the content in question, or lose the ability to run advertising on their channel. For many creators in the kids and family vertical, this will be financially catastrophic.

What does high-quality, toy-related content look like? The No. 1 detail is removing all focus on packaging and logos. Also, creators should not repeat the brand or toy name, and should avoid any mention of retail outlets where consumers can purchase the toys. High-quality content is story-driven and focuses on imagination, learning, inclusion, and good citizenship. It will never encourage kids to purchase or consume products or emphasize brand names and logos.

So, how do you make a promotional toy video without promoting the toy?

Using YouTube’s example of a fictional Megatrucks vehicle brand, the video could open with kids playing a pretend game about dragons and kittens in the park. Suddenly, the kids come upon litter in the park, and point out that littering is wrong. The kids decide to do something positive about it, so they grab their Megatrucks and become park cleanup superheroes.

The Megatruck is a background player in a larger, positive story. Through creative storytelling, creators can weave product features and brand names into the video in

a more organic, less promotional way.

Watch time on pretend play videos is significantly longer than it is on straight unboxing videos, and more time watching means more time seeing your product in action.

YouTube is not the only organization concerned about kids selling to kids on social media. In October, the Children’s Advertising Review Unit (CARU) updated its Self-Regulatory Guidelines for Children’s Advertising to include endorsements by influencers, noting, “Advertisers should recognize that the mere appearance of a celebrity, influencer, or authority figure with a product or service can significantly alter a child’s perception of the product or service.” Today’s YouTube creators are celebrities in kids’ eyes, so brands need to tread carefully as they continue to engage child influencers in their marketing initiatives.

Now would be a good time to reconsider your roster of influencers and identify the channels that make content that appeals to the whole family — and not just kids. Look for creators who feature both adults and kids together in their videos and are already telling compelling stories. As with all changes to YouTube’s machine learning, the rollout of this standard is likely to be bumpy. However, by the time the holiday season rolls around, both creators and brands will most certainly have adapted to the changes. » Melissa Hunter is better known in the YouTube world as Mommy, the co-host of My World, a toy and doll unboxing channel.

In 2014, she launched Family Video Network, an influencer network and consulting company that works with the top toy brands and social media personalities in the kids and family space.

Upcoming changes for videos marked as “Made for Kids” on YouTube are going to have a significant impact on toymakers’ marketing plans this year. | Source: Adobe Stock

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MARKETING MEMO

USE KID-DIRECTED CONTENT TO CREATE MORE EFFECTIVE CAMPAIGNS Focusing on what kids actually want to see helps increase sales.

by TIFFANY TASKER, business development director, SuperAwesome MORE THAN ONE-THIRD OF influencer-led purchases in the youth and family category are same-day purchases, and another 25% of purchases occur within a few days, according to new research from SuperAwesome. Moreover, kid-directed influencer content drives more sales than parent-directed influencer content because influencers build positive perceptions with kids and drive purchase intent for 80% of kids and tweens, compared to 60% of parents.

This is huge. It’s only February, but this is already one of the most exciting pieces of information I’ll receive all year.

Let’s unpack why.

KID-ASK IS MORE EFFECTIVE THAN PARENT DISCOVERY Understanding the parent-directed versus kid-directed marketing split has always been a hot topic within the toy industry. We know that driving kid-ask is an essential part of marketing a youth product, but it’s often assumed that marketers should focus on parent messaging to drive purchase.

A study shows that both strategies are important: 52% of parents would purchase something their kid discovered through an influencer and then requested, and 43% of parents would purchase something that they saw an influencer advertise for their kid. Overall, kid-ask is a bit more powerful than parent discovery in driving sales in influencer marketing.

KID-ASK RESULTS IN A FAST SALES CONVERSION TIME Another conversation I have frequently with toy marketers is around curating the right mix of digital marketing strategies to deliver the same quick sales spikes as the golden years of linear

TV. Children’s Online Privacy Protection Rule (COPPA) and kids’ data privacy laws mean that it’s very hard to pinpoint sales conversion time, so this nugget of information on sales from influencers feels like a North Star. However, marketers should keep in mind of YouTube’s new standards regarding marketing to kids. (Editor’s note: Read more on page 96.)

SPENDING MONEY ON INFLUENCERS Influencers are often seen as adjacent to media plans. Toy marketers think of them as useful sources of organic content in exchange for a product, but not a format in which to invest significant dollars. I understand the mindset of “Why pay when you can get it for free?” But controlling the narrative with a specific strategy, co-created content, and a quality group of authentic influencers is a powerful way to leverage the format.

Source: Adobe Stock

Influencers are the most-followed type of social media accounts, even over brands and celebrities. This is one of the reasons influencer marketing is so successful in driving purchase: Both parents and kids under 13 years old prefer to follow influencers on YouTube, TikTok, Snapchat, Instagram, Twitch, and Facebook. Only on Twitter and Pinterest do users choose celebrities over influencer

accounts, according to SuperAwesome’s internal research.

Of course, the platform on which you choose to run influencer collaborations matters. In the U.S., YouTube is the most influential platform for girls and boys from 6-12 years old, with TikTok a close second. In the UK, kids have the same preference for YouTube until age 10, when TikTok begins to outpace YouTube for girls.

COMBINE CONTENT STRATEGIES TO REACH ALL AUDIENCES If you’re running global or multiregional campaigns, it’s important to consider your platform mix. In general, it’s a good practice to run multiplatform campaigns that also ensure brands reach the total audience. Most fans follow influencers across many different platforms, but it’s important to take care to create content that fits the style and format of each platform.

It’s well documented that sparking family conversation about a product or brand dramatically increases purchase intent. One-third of parents now follow the same influencers as their kids, so influencers can be used to drive co-consumption of content within families. By working with influencers and creating content that appeals to both kids and their parents, brands can ignite a family conversation. » As director of business development for North America, Tiffany Tasker leads strategic planning for SuperAwesome’s customers. SuperAwesome’s kidtech platform is used by hundreds of companies to ensure that their digital engagement with kids is safe, private, and compliant with laws such as COPPA, GDRP-K, CCPA, and more.

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2022 TOY LAUNCHES

WHAT’S NEW 1

ADK EMOTIONS NY 1) Beyblade Burst QuadDrive Cosmic Vector Battle Set (Hasbro) | Ages: 8+ MSRP: $34.99 | Available: Spring 2022 The new Beyblade QuadDrive Tech puts the future of Beyblade battling into kids hands with the first-ever, four-in-one Beyblade top. Kids can configure each QuadDrive top in four different ways, which means more ways to customize, battle, and win. This battle set features two right/left-spin launchers, two Path Diverters, and two right-spin QuadDrive tops: Destruction Belfyre B7 G01 QD01 TS18-Q A01 and Magma Ifritor I7 G03 QD06 TA21-Q B01. Kids can take on the Quad Levels in the Beystadium and ricochet off the Path Diverters for intense takedowns.

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2) Beyblade Burst QuadDrive Cyclone Fury String Launcher Set (Hasbro) | Ages: 8+ MSRP: $19.99 | Available: Spring 2022 This set features a Cyclone Fury String Launcher and a right-spin top: Cyclone Roktavor R7 G04 QD02 TA22-Q S01. There’s no need for kids to insert a ripcord — the string launcher creates a quick launch. Kids control whether it moves from left or right with a switch on the launcher.

3) Beyblade Burst QuadDrive Destruction Belfyre B7 Spinning Top Starter Pack (Hasbro) Ages: 8+ | MSRP: $14.99 | Available: Spring 2022

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Kids can train to become the champion of the arena with this right-spin top and launcher. They can customize the top to Core and Apex mode for stamina type or to Core+ and Apex+ mode for attack type with each QuadDrive top. Each QuadDrive set also comes with a code to unleash virtual tops in the Beyblade Burst app.

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HEXBUG 1) HEXBUG BattleBots Rivals 6.0 (Rusty and Hypershock) | Ages: 8+ | MSRP: $49.99 | Available: Fall 2022 Rusty (pictured) and Hypershock are the newest BattleBots Rivals and are compatible with previous HEXBUG BattleBots IR products. They come with four-channel controllers that kids can use to knock their opponent’s armor off to win the battle. Kids can reattach the armor and battle again.

2) HEXBUG Black Widow | Ages: 8+ | MSRP: $39.99 | Available: Fall 2022 The HEXBUG Black Widow is an eight-legged robotic creature featuring 360-degree steering, an LED eye and under-glow, creepy sounds, and a 2.4 GHz proportional remote control. The Black Widow also comes with a rechargeable LiPo battery and a charging cable.

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2022 TOY LAUNCHES

WHAT’S NEW HOUSE MONSTERS House Monsters: The Birthday Party! | Ages: 3+ | MSRP: $15.99 | Available: Now This first story in the House Monsters series introduces readers to the House Monsters crew — Fluffy, Munchy, Sudsy, Dizzy, Bumpy, and Drowsy — and their adventures living unbeknownst to their human family, the Johnsons. After the Johnson family leaves home for the day, the House Monsters come together to create an amazing surprise birthday party, but what they don’t plan for is the unexpected surprise waiting for them.

Kids will learn the value of teamwork and friendship and how to handle unexpected surprises with a positive attitude.

THE LEARNING JOURNEY

KLUTZ

1) Emoji Monster | Ages: 2+ | MSRP: $34.99 | Available: Summer 2022

Pop It! Challenge Activity Book | Ages: 6+ MSRP: $10.99 | Available: Summer 2022

This toy comes with 10 little monster pieces that each represent a different emotion. As they put each little monster in and out of Emoji Monster, kids can learn different ways to express themselves and identify emotions. Emoji Monster talks kids through their feelings, tells jokes, and dances.

This travel-friendly book of games and activities is embedded with a Pop It! fidget toy. The activities include trivia, quizzes, and games for solo readers, pairs, and groups.

2) Monster Me | Ages: 2+ | MSRP: $34.99 | Available: Summer 2022 Kids can learn about anatomy as they place 10 colorful body part pieces in and out of the interactive Monster Me. Monster Me will teach kids about their body parts, tell jokes, and dance.

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2022 TOY LAUNCHES

WHAT’S NEW BONKERS TOYS 1) LankyBox | Ages: 5+ | MSRP: $4.99-39.99 | Available: August 2022 Bonkers Toys is partnering with the YouTube channel LankyBox, starring Justin and Adam alongside animated characters including Boxy and Foxy.

The channel, which features high-energy videos with challenges, gaming content, and shorts, has more than 2 billion views per month. Bonkers’ LankyBox toy line will include mystery figures, squishies, plush, and blind unboxing sets.

2) Aphmau Mystery MeeMeows Plush | Ages: 5+ | MSRP: $9.99-12.99 Available: Spring 2022 Aphmau is the No. 1 female-led gaming channel on YouTube, with more than 12 million subscribers and 9 billion lifetime views. Bonkers Toys will introduce a toy line this year that includes the MeeMeows Mystery Plush, which reflects Aphmau’s love of cats. Fans can collect their own miniature versions of her animated feline friends, each packaged in a blind box. There are eight MeeMeows in the first litter, including Cheeseburger Cat, Donut Cat, and Taco Cat. Litter 2 will be available in the fall.

HOG WILD Handy Grabs Nibblerz | Ages: 4+ MSRP: $19.99 | Available: Spring 2022 Nibblerz is a new take on Hog Wild’s Handy Grabs grabber tool, now with the grips in the shape of a human mouth. Designed like a classic grabber tool, Nibblerz features a squeezable handle trigger on one end that opens and closes the mouth-shaped grabbers at the other end. Kids can use the tool to lift, move, or push various objects.

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1) Molcar | Ages: 3+ | MSRP: $6.99-29.99 | Available: Fall 2022 MGA Entertainment introduces a new line of plush based on the guinea pig characters from the stop-motion animation Pui Pui Molcar. There are three options to choose from: large or medium plush (pictured) and small flocked figures. Characters include Potato, Shiromo, Abbey, Choco, and Teddy.

2) Na! Na! Na! Surprise Kitty-Cat Campground | Ages: 5+ | MSRP: $39.99 Available: March 2022

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This set features a doll-size, pink tent; a cozy sleeping bag; and eight more accessories, including sticks with kitty marshmallows and graham crackers to make s’mores, a lantern, a campfire that lights up, a canteen, and a hot chocolate mug. The tent and all of the accessories have cat ear accents. Na! Na! Na! Surprise Camping Dolls are sold separately (also available in March).

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2022 TOY LAUNCHES

WHAT’S NEW EDUCATIONAL INSIGHTS 1) Playfoam Naturals 4-Pack | Ages: 3+ | MSRP: $16.99 Available: Fall 2022

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Playfoam Naturals is a squishy, nontoxic compound made entirely from cork trees. Kids can squish it and shape it for sustainable sensory play.

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2) Artie Max the Coding Robot | Ages: 8+ | MSRP: $109.99 | Available: Now Artie Max is a programmable robot that teaches kids five advanced coding languages (Blockly, Snap!, JavaScript, Python, and C++) on a secure, private Wi-Fi connection. Kids can choose a design, build the code, and watch Artie move across the paper with colored markers to draw a design. Kids can code Artie’s LED light-up eyes and mouth to a series of colors and emotions to give it personality.

LEARNING RESOURCES Switcheroo Coding Crew | Ages: 4+ | MSRP: $59.99 Available: Fall 2022 Kids can stage interactive rescue missions by assembling the nine puzzle cards into a town map, drawing a coding challenge card, and using one of three interchangeable shells to select the best vehicle for the mission. In play mode, kids can explore each vehicle’s lights, sounds, and tricks. The set includes a rescue robot, three interchangeable vehicle shells, nine town map puzzle tiles, 10 accessory pieces, 15 critical thinking and coding challenge cards, and an activity guide.

BIGMOUTH Squishmallows Collection | Ages: 3+ MSRP: $19.99-129.99 | Available: Summer 2022 Kids can head outside with Squishmallows-branded pool floats, sprinklers, cooler bags, beach chairs, and pop-up tents. The products in the line feature beloved Squishmallow characters, including Fifi the Fox, Maritza the Cactus, Cam the Cat, and Gordon the Shark (pictured).

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2022 TOY LAUNCHES

WHAT’S NEW

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VTECH 1) FirstTech Pals Smartwatch | Ages: 3+ | MSRP: $44.99 Available: Fall 2022

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Kids can name their digital dog, then feed, walk, and groom them using the touch screen.

The dog can learn 20 virtual tricks and responds with lights, sounds, and animations. When kids let their dog know how they’re feeling, it will respond with encouraging phrases. The watch features four mini games to play with the dog, three games to play with friends, and time-telling and mindfulness tools. It also features routine reminders to keep kids on track with potty training and has a school time mode.

2) Kick & Score Playgym | Ages: 0+ | MSRP: $54.99 | Available: Fall 2022

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Babies can start with lying on their backs, kicking at the ball and swatting at the giraffe mobile with dangling shapes. When ready for tummy time, they can enjoy the colorful characters and the dumbbell rattle, twistand-click kettlebell, color cards, and more. During seated play, kids can engage with the interactive learning panel that teaches colors, shapes, and animals, and reinforces language skills. Parents can take the detachable panel along for on-the-go play and remove the plush soccer ball for toddlers to score goals.

3) KidiGo NexTag | Ages: 5+ | MSRP: $44.99 | Available: Fall 2022 The classic game of tag gets an upgrade with more than 20 ways to play. Kids and adults can wear the adjustable arm strap and learn the rules of the games as they go. Voice commands explain the rules and LED lights tell players who’s it and more. Kids can play inside and explore single-player games or run around outside for up to 50 yards of fast-paced play. The set includes four arm straps, and up to eight players can play together with the purchase of an additional system.

LEAPFROG 1) My Pal Scout Smarty Paws | Ages: 6 MOS+ | MSRP: $24.99 | Available: Fall 2022 When babies hold both of Scout’s touch-sensitive front paws, the puppy will respond with silly reactions, music, games, and mindfulness exercises, then stop when they let go to introduce cause and effect. Parents can personalize the play and learning experience across more than 15 activities by programming Scout with kids’ names, as well as their favorite food, color, and animal. The interactive pet features more than 40 sounds, songs, and lullabies, as well as activities that introduce first words, counting, feelings, and emotions.

2) Learning Headphones | Ages: 4+ | MSRP: $49.99 | Available: Fall 2022

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These over-the-ear headphones are comfortable and provide sound isolation for great sound quality at safe volume levels. Kids can stay entertained with hours of audio activities, including party songs, relaxing music, immersive stories, active challenges, and more. The conveniently located activity selector is designed for kids to be able to navigate through the audio controls and activities without having to remove or adjust the headphones. The headphones feature Bluetooth connectivity and come with an Adventure Passport, which is a 12-page, guided activity book with a track list for each listening category and color illustrations to support each audio adventure.

3) Magic Adventures Microscope | Ages: 5+ | MSRP: $89.99 | Available: Fall 2022

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Kids can make big discoveries using the 2.4-inch LCD screen and 18 smart slides. They can explore 64 topics — including plants, insects, the human body, and more — through more than 250 custom BBC videos and images. Kids can also create their own samples with objects from around the house and capture slide images. In addition, the microscope features 24 interactive levels and a quiz game.

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AMERICAN BUBBLE CO. 1) Bubble Tree 1 Liter 2 Bottle System | Ages: 3+ | MSRP: $19.99 | Available: Now Each 1-liter bubble box comes with two refillable aluminum bottles that are prefilled with 4 ounces of bubble solution. Then, kids can use the spout on the back of the box to refill them. The bubble box features a handle on the back and a storage area for the bottles.

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2) Bubble Tree 2 Liter Bubbles in a Box Solution | Ages: 3+ | MSRP: $19.99 Available: Now Kids can refill aluminum bottles or any bubble toys with bubble solution using the spout on the back of this 2-liter bubble box. The box contains enough solution to refill a 4-ounce bottle 17 times. It also features an easy-grab handle on the back.

3) Bubble Tree Aluminum Bottle with Attached Wand | Ages: 3+ | MSRP: $3.99 Available: Now These 100% recyclable, aluminum bottles are prefilled with 4 ounces of bubble solution. They feature a soft, textured coating that gives them a nonslip grip, along with a place for kids to write their names. There are four custom styles to collect, all of which kids can refill and reuse.

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THE LUMISTELLA CO. 1) MagiFreez Rainbow Snow Pixie | Ages: 3+ | MSRP: $10.95 | Available: November 2022 Designed for Elf on the Shelf Scout Elves, this set includes MagiFreez legs and a stand for the Scout Elf to stand on its own; a shimmery, organza-skirted dress; and felt wings.

2) MagiFreez Cocoa to Go | Ages: 3+ | MSRP: $10.95 | Available: November 2022

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This set includes an apron, a plastic hat, plastic MagiFreez pants, and a tray with a mug and doughnuts, all designed for Elf on the Shelf Scout Elves. The MagiFreez pants are designed to make the Scout Elf stand on its own.

3) Elf Pets Figures Multipack Ages: 3+ | MSRP: $10.95 Available: November 2022

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This set includes three poseable Elf Pets figures: Arctic Fox, Reindeer, and St. Bernard.

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SMARTLAB TOYS 1) Ultimate Squishy Human Body with SmartScan Technology | Ages: 8+ | MSRP: $99.99 Available: Now This set is sculpted from a medical model of a real body with 10 removable, squishy organs and 15 other removable bones, muscles, and organs.

The SmartScan base senses when kids place a body piece on it and provides anatomical information and asks questions. Kids can also use the kit to quiz themselves on their knowledge of human biology. It includes a 48-page, illustrated anatomy book.

2) Spy School — Secret Ciphers | Ages: 8+ | MSRP: $29.99 | Available: March 29

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Kids can hide secrets in plain sight with this secret message kit. The second title in the Spy School series, this kit includes two secret message cases, each containing everything two kids need to keep their secret messages top secret. The kit features more than 30 undercover ways for kids to write and send messages, including real codes such as Caesar’s Cipher, the Dancing Man, Pigpen Code, Moon Code, and Zig Zag. Kids can practice hand signals and use message masks to thwart “enemy” agents, while learning the science behind invisible inks, light waves, acids and bases, and fluorescence.

SCHOLASTIC 1) Karma’s World No. 1: The Great Shine-a-Thon Showcase! | Ages: 8-12 | MSRP: $6.99 Available: Now

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This chapter book series written by Halcyon Person and illustrated by Yesenia Moises follows aspiring rapper and hip-hop artist Karma from the Netflix animated series Karma’s World. Fans of the show will enjoy this 2 book, which features Karma’s own rhymes.

2) Shuri and T’Challa: Into the Heartlands (An Original Black Panther Graphic Novel) | Ages: 8-12 | MSRP: $12.99 | Available: April 5 In this original graphic novel, Shuri and T’Challa set out to remove a curse on Wakanda when an argument between the siblings leads to one of Shuri’s inventions accidentally destroying a secret ceremony site. The graphic novel is written by Roseanne A. Brown and illustrated by Dika Araújo, Claudia Aguirre, and Natacha Bustos.

3) Five Nights at Freddy’s: Tales from the Pizzaplex No. 1: Lally’s Game (An AFK Book) | Ages: 12+ | MSRP: $10.99 | Available: July 19

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This is the first in a collection of three stories written by Scott Cawthon, Kelly Parra, and Andrea Waggener. In this first volume, Five Nights at Freddy’s creator Cawthon spins three chilling and sinister novella-length stories.

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STORYASTIC 1) Razor Deck | Ages: 8+ | MSRP: $11.99 | Available: Now Made from eco-friendly PET material, these cards are waterproof, tear resistant, and one-third the width of poker-sized playing cards. The deck comes in a two-piece telescopic box so players can take them on the go.

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2) Glow Deck | Ages: 8+ | MSRP: $13.99 | Available: Now Glow Deck playing cards glow in the dark under fluorescent light and are brightly colored during the day.

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3) DEK Playing Cards | Ages: 8+ | MSRP: $11.99 | Available: Now Every DEK employs the rich design of a specific country’s unique aesthetic. Each DEK’s name is a word in the country’s native language that embodies the personality of local life. The first four DEK decks are: lagom (from Sweden, meaning simplicity and balance); døgn (from Norway, meaning midnight and daylight); lykke (from Denmark, meaning happiness and goodness); and sisu (from Finland, meaning courage and resolve).

THAMES & KOSMOS 1) Jurassic World STEM Kits | Ages: 6+ | MSRP: $19.95 each | Available: May 2022 Thames & Kosmos has partnered with Universal for two new STEM kits inspired by the upcoming movie Jurassic World: Dominion. With the Dinosaur Dig — Blue, T. Rex, and Amber kit, kids can play the part of a paleontologist, using the included hammer and chisel tools to excavate a buildable T. rex skeleton, a mosquito encased in amber, and a figure of the velociraptor Blue. The second set is the Flying Pterosaur — Quetzalcoatlus (pictured), which comes with the pieces kids need to build and fly a model of the largest flying animal of all time. The model features a battery-powered motor and a thin cable to keep it soaring in a circular flight path.

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2) Water Power: Rocket-Propelled Cars, Boats, and More | Ages: 8+ | MSRP: $29.95 Available: Spring 2022

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Kids can build water-rocket cars, jet-propelled boats, a water blaster, and a lawn sprinkler with this kit. As they create, play, and experiment to test the differences between water and air, kids will learn about the laws of physics and their applications through real-world engineering activities.

3) Huey: The Line-Tracking, Color-Sensing Robot | Ages: 5+ | MSRP: $59.95 Available: Summer 2022 This kit offers a screen-free introduction to robotics and coding. With a built-in color sensor, Huey can navigate around maps that kids create using 81 puzzle-shaped tiles. The robot can recognize the colors of the 32 included coding disks, which tell it whether to turn right, turn left, or continue straight. The robot also makes sounds and additional movements — such as a dance — ­ when it reaches home. The included challenge book features 18 maps that kids can build with four levels of challenges.

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PLAYMATES TOYS 1) Spy Ninjas Night Vision Mission Kit | Ages: 6+ | MSRP: $24.99 Available: Spring 2022 Kids can explore the backyard or the basement using Night Vision Goggles that emit a green LED light, a flashlight, a magnifying lens, and more. The set also comes with a Spy Ninjas utility belt and decoder wheel, two activity books, an ID card, a notebook, and more.

2) Spy Ninjas Covert Communicators | Ages: 6+ | MSRP: $24.99 | Available: Now Young spies can stay in close contact during missions using these two-way, wrist-mounted walkie-talkies that work up to 200 feet apart. The included LED light illuminates night missions and lets kids read messages in morse code. The set comes with additional accessories, including a removable compass, a disc launcher, and more.

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3) Star Trek: Prodigy Figures | Ages: 4+ | MSRP: $12.99 | Available: October 2022 These 5-inch, 1:14-scale figures are based on the characters from the Paramount+ and Nickelodeon animated series Star Trek: Prodigy. Each figure features 12 points of articulation and comes packaged in exclusively designed blister packaging. Characters that will be available this fall include Dal figure with Murf, Gwyn, Jankom Pog, Hologram Janeway, and Zero.

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BOOGIE BOARD 1) Jot Kids Lil’ Helpers Collection | Ages: 5+ | MSRP: $29.99 each | Available: Spring 2022 These reusable writing tablets are designed to inspire kids to help around the house with baking, gardening, building projects, and more. Kids can write, draw, or doodle on the board, then push the button to clear it. It features a hardshell cover and a stylus that kids can attach to the board.

2) Sketch Pals Norah the Narwhal Drawing Board | Ages: 5+ | MSRP: $34.99 Available: Fall 2022 Norah the Narwhal is a Sketch Pal with a large writing surface and an instant erase feature. Kids can take it on the go with an easy-to-attach clip and attached stylus.

3) Sketch Pals Ocean Friends Collection | Ages: 5+ | MSRP: $19.99 each Available: Summer 2022

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Kids can doodle on these collectible Sketch Pals character with the included, attached stylus. The new Ocean Friends include Noa the Narwhal, Sandy the Sea Turtle, and Clark the Shark. Kids can clip them on a backpack, a lunch box, or carry-on luggage. When they are done doodling, kids can push the character’s nose to erase the board.

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WHAT’S NEW QUINCO & CIE Wall Stories | Ages: 1+ | MSRP: $34.95 | Available: Now These educational, interactive home decor decals feature characters that kids can interact with through augmented reality (AR) on the free Wall Stories companion app. For each Wall Stories decal, the app offers an AR experience, a companion story that kids can read or listen to in English or French, an educational game with three levels of difficulty, and a creative mode in which kids can virtually decorate their environment using AR. Wall Stories decal sets feature licensed characters from shows such as Sesame Street, as well as animal characters from the Ludo Collection, designed by French artist Ségo.

NKOK Realtree Easy Pop-Up Playhouse, Tunnel, and Hunting Blind | Ages: 3+ Available: Spring 2022 Kids can build an outdoor adventure experience with the officially licensed Realtree Pop-Up Tent (pictured), Tunnel, and Hunting Blind.

All three items can be combined into a large playset with entrances and windows. Each piece is made of Oxford fabric and is covered with a fade-proof Realtree Edge pattern.

FUN IN MOTION TOYS 1) Wes Peden Signature Series Glow.0 LED Juggling Balls | Ages: 6+ | MSRP: $45 | Available: Q1 2022

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Each soft and squeezable Glow.0 Juggling Ball features two LED lights for a brighter and more colorful juggling experience, whether kids are beginner or advanced jugglers. Each ball has a programmable memory chip so kids can select different colors for each one. The internal lights are protected by a soft, durable shell.

2) TECTI | Ages: 12+ | MSRP: $35 | Available: Q2 2022 Kids can build more than 40 kinetic structures out of these interlocking, moveable cubes. Each cubic structure shifts into different shapes with tectonic-like movement due to the built-in hinges. TECTI is scalable, modifiable, and easy to disassemble to create the next build. Kids can combine kits to create even larger structures.

3) Grateful Dead x Shashibo | Ages: 8+ | MSRP: $25.99 | Available: Now

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Kids can transform Shashibo puzzle cubes into more than 70 shapes. The collection now includes iconic Grateful Dead imagery, featuring art such as Steal Your Face, Haight-Ashbury, Dancing Bears, and Skull and Roses.

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BREYER 1) Stablemates Unicorn Magic Sparkle Playset | Ages: 4+ MSRP: $24.99 | Available: Spring 2022 This playset features a sparkly, hinged roof and doors that open and close. It also comes with two sparkly, translucent Breyer Stablemates unicorns.

2) Piper’s Pony Tales Adventure Sets | Ages: 3+ | MSRP: $12.99 | Available: Spring 2022

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Breyer expands its Piper’s Pony Tales line with two accessory sets: Unicorn Picnic Adventure (pictured) and Tea Party Princess Adventure. Each set includes themed accessories that are compatible with the Piper’s Pony Tales line of dolls and ponies.

PEBBLE GEAR

ISCREAM

Disney Kids’ Tablets | Ages: 3+ | MSRP: $99.99 Available: Now

1) ICEE Ice Cream Maker | Ages: 12+ | MSRP: $136 Available: Spring 2022

Pebble Gear introduces a range of kid-friendly tablets and accessories that are officially licensed from Disney. Tablets inspired by the Frozen, Mickey Mouse and Friends, and Disney and Pixar’s Toy Story and Cars franchises provide access to safe gaming and educational content with included parental controls. Each 7-inch Android tablet comes in a themed protective bumper case. Additional accessories, including sleeves and carrying bags, are sold separately.

Kids can make sweet ice cream treats at home. This set comes with four cups kids can use to serve the ice cream.

2) Popper Accessory Assortment | Ages: 5+ | MSRP: $8-20 Available: Spring 2022 On-trend and satisfying, this assortment includes journals, pencil cases, stress balls, and phone and tablet cases with a popping exterior.

3) Care Bears Grumpy Bear Accessories | Ages: 5+ | MSRP: $15-130 Available: Spring 2022 Grumpy Bear joins the Iscream family. The Care Bear will be featured on sleeping bags, onesies, pillows, bags, and more.

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WHAT’S NEW JAKKS PACIFIC Funko Pop! Masks | Ages: 8+ | MSRP: $19.99 each Available: Fall 2022 Disguise — the costumes division of Jakks Pacific — teamed up with Funko to create a line of masks inspired by Pop! Vinyl figures. Families can dress up as DC’s Batman or Wonder Woman (pictured), or Jack Skellington and Sally from The Nightmare Before Christmas. The company will release additional characters throughout the year.

TOP SECRET TOYS GigaPets StarCat/CompuKitty | Ages: 5+ | MSRP: $17.99 Available: Spring 2022 The GigaPets from the ‘90s have been reinvented for their 25th anniversary. With the new edition, kids can choose to play with the original CompuKitty or the new StarCat pet. Kids raise the digital pets by feeding them, playing with them, cleaning up after them, and taking care of them when they are sick. If kids keep StarCat happy and healthy, it will answer questions about their future and provide daily fortune readings.

SCHYLLING 1) Lava Lamp Candle Lamps | MSRP: $29.99 | Available: Spring 2022 Lava Lamp Candle Lamps use tealight candles to heat the base and emit an extra glow. Each 11.5-inch-tall Lava Lamp includes an alcove for the candle, which lights for up to four hours. Lava will flow in approximately 30 minutes. The Lava Lamp is available in Purple Liquid with Yellow Wax or Blue Liquid with Yellow Wax styles with a white or black ceramic base.

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2) NeeDoh | Ages: 3+ | MSRP: $2.99+ | Available: Spring 2022 The NeeDoh fidget brand expands with six new assortments.

Happy Snappy NeeDoh features a snap sensation when kids squeeze it. Kids can throw Stickums at the wall or windows to create a satisfying sound, while Gummy Bear emulates the look and texture of the candy. Kids can also collect characters from the Dig ‘it Pig and Funky Pup assortments, or mix and match doughnuts and icing with the NeeDoh Dohnut (pictured).

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MOOSE TOYS 1) Magic Mixies Mixlings | Ages: 5+ | MSRP: $4.99-15.99 | Available: August 2022 There are more than 40 Mixlings figures to collect — including common, rare, ultra-rare, and limited-edition styles — and six spell-casting teams.

Each Mixling comes with a collector’s guide and its own magic cauldron that reveals its team and rarity when kids rub the gem and say the magic words, “Magicus Mixus.” Kids can use the magic wand and hold it to the gem on the Mixlings’ forehead to reveal the Mixlings’ magic. Mixlings will be available in single packs, twin packs, or mega packs with four mixlings.

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2) Magic Mixies Mixlings Magic Castle Playset | Ages: 5+ | MSRP: $34.99 Available: August 2022 Kids can search the castle playset for multiple hidden magical moments inside. There’s a secret entrance for the Mixlings to disappear and reappear inside, a magic fortune crystal ball to tell the Mixlings’ future, and more. The playset comes with an exclusive “Flier” Mixling, a magic wand, three castle accessories, and two magical accessories.

JUST PLAY 1) Singing Ridley Jones Doll | Ages: 3+ | MSRP: $19.99 | Available: Spring 2022 The poseable, talking, singing Ridley Jones Adventure Doll stands 10 inches tall and features her signature fedora, backpack, and magic compass. Kids can open her compass to go on their own museum adventures and reenact exciting scenes from the show or invent new ones. They can press Ridley’s belly to hear her talk and sing “I’m Ready!”

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2) Ridley Jones Adventure Bag Set | Ages: 3+ | MSRP: $19.99 Available: Spring 2022 This wearable backpack is made of durable plastic and opens to reveal a compartment for the included passport, stamper, and additional gear. Like Ridley’s backpack in the Netflix series, it’s equipped with side straps to stow the included flashlight. Kids can clip the pretend communicator to the bag’s shoulder strap for easy access, use the passport stamper on the passport when they pretend to travel, and reveal the invisible-ink stamp with the blue-light flashlight.

3) Ridley Jones Collectible Figure Set | Ages 3+ | MSRP: $12.99 Available: Spring 2022

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This set includes five characters from the Netflix series Ridley Jones: Ridley, Ismat, Dudley, Peaches, and Fred. Kids can use the 2-3inch detailed figures to re-create adventures from the show or invent new ones. The Ridley and Ismat figures are articulated and poseable and come with removable accessories.

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SKYROCKET 1) My Fuzzy Friends: Coco the Posh Puppy | Ages: 4+ | MSRP: $79.99 Available: Fall 2022 Coco is an interactive plush Yorkie that kids can take with them on the go. She comes in a carry-all fashion bag and includes a matching hair accessory. Coco begs, barks, gets excited when kids squeeze her squeak toy to play, and reacts to voice and touch.

2) My Fuzzy Friends: Winks the Sleepy Kitty and Tucker the Sleepy Pup Ages: 4+ | MSRP: $29.99 each | Available: Fall 2022 Skyrocket expands its My Fuzzy Friends collection with cuddly, interactive plush pets that fall asleep in funny positions. Kids can scratch their ears or tickle their bellies and watch them gently fall asleep and feel as they purr and snore. Each pet has floppy arms and legs.

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WHAT’S NEW SUNNY DAYS ENTERTAINMENT 1) Barbie 2-N-1 Pop Up Castle | Ages: 3+ | MSRP: $29.99 | Available: Fall 2022 This Pop Up Castle play tent includes a mini pop-up castle for a Barbie doll (not included). It has a roll-up door and mesh windows for ventilation, and adults can easily store it away when playtime ends. This item will be available exclusively at Walmart.

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2) Hot Wheels Sports Car Pop Up Tent with Track + Two Mystery Cars | Ages: 4+ | MSRP: $29.99 Available: Fall 2022 This pop-up tent includes 10 feet of Hot Wheels track that easily connects to the top of the tent. It comes with two mystery Hot Wheels cars and features a rear entrance and a mesh panel.

3) Harry Potter Hogwarts Express Pop Up Tent | Ages: 5+ MSRP: $39.99 | Available: Fall 2022 This Hogwarts Express Pop Up Tent brings the magical train to the playroom. It features a side-entry flap and rollup rear entrance. It is easy to assemble and break down, and features realistic engine details similar to those from the Harry Potter movies.

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YUME TOYS Official Among Us Inflatable Kids’ Costume | Ages: 5+ MSRP: $44.99 | Available: Fall 2022 Kids can become their favorite Crewmate or Imposter with this inflatable Among Us costume. They can choose from red, orange, cyan, purple, and blue in this one-size, unisex costume. Openings on the side of the suit allow for easy hand movement and a visor made of mesh fabric gives clear visibility from inside and outside of the costume.

WOWWEE Got2Glow Fairy Pet Finder | Ages: 5+ | MSRP: $44.99 Available: Fall 2022 WowWee expands its Got2Glow Fairy Finder brand with the addition of virtual fairy pets. Kids can use their Pet Finder to discover and collect more than 40 virtual fairy pets. Friends can share and trade more than 80 fairy pets between each other and feed, nurture, and play with them while watching them grow.

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MAKE IT REAL Three Cheers for Girls Butterfly Collection Ages: 6+ | MSRP: $9.99-49.99 Available: March 2022

CUBLES Cubles | Ages: 7+ MSRP: $6.99 (originals); $7.99 (licensed) Available: Now Cubles are a mashup between origami, puzzles, toys, and crafts. They promote STEM principles and learning through clever paperboard construction, which become playable and collectible characters. Each figure is made up of CubleStock and features a patented key system that allows parts to move freely through articulation. This year, new figures include licensed characters from properties such as True and the Rainbow Kingdom (pictured), My Little Pony, KISS — Rock and Roll Over Series, Transformers, Potato Head, Teenage Mutant Ninja Turtles, SpongeBob SquarePants, Cat Kid, Ren & Stimpy, Peppa Pig, Power Rangers, Dungeons & Dragons, Invader Zim, Garfield, and more. Additionally, new Cubles originals will be available, including Dinosaurs Series 2, North American Animals, Pirates, Robots, and Holiday Favorites.

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This collection includes room decor, stationery, cosmetics, and travel accessories.

Kids can decorate their room with the ombre butterfly canopy, lap desk, and inflatable lounger. They can get dolled up with the lip gloss set that comes in a reusable tin box. The Butterfly Away travel set is an all-in-one sketching set that features a shaky glitter pen pouch adorned with positive messages.

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SPIN MASTER 1) Whiffies | Ages: 5+ | MSRP: $9.99-29.99 Available: Spring 2022 Whiffies are scented collectible animal figures with plush tails that smell like kids’ favorite ice cream flavors. There are 20 to discover, including Stra-Better Ice Cream, Banana Bryne, Popcorn Penny, Camilla Caramel, and more. Kids can create their own scent combinations by twisting their tails together.

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2) Micro Purse Pets | Ages: 5+ | MSRP: $12.99 | Available: Spring 2022 These tiny totes have their own unique style and feature pop artinspired eyes that roll when kids open and close the zipper.

3) Orbeez | Ages: 5+ | MSRP: $5.99-9.99 | Available: Spring/Fall 2022

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Out this spring, the Orbeez Activity Orb (pictured) is a mini playset that features 400 Orbeez water beads and a bonus mini playset. Each set features a different color and a different way to play. In the fall, kids can discover two new Feature Orbeez Packs: Glow-in-the-Dark and Shimmer. Each contains 1,500 grown Orbeez and a reusable container for easy storage.

THE NOBLE COLLECTION 1) Hedwig Interactive Plush | Ages: 7+ | MSRP: $39 | Available: Summer 2022 Kids can re-create scenes from Harry Potter with this interactive, plush hand puppet that features motion and sounds. Kids can use internal controls to move Hedwig’s head and wings.

2) Sorting Hat Electronic Interactive Prop Replica | Ages: 7+ | MSRP: $59 Available: Summer 2022

BACHMANN TRAINS

Kids can find out if they belong in the Gryffindor, Slytherin, Hufflepuff, or Ravenclaw Hogwarts house with this interactive prop replica inspired by the Wizarding World. The hat features motion and sounds when kids put it on. Kids can also control the hat with two tassels that move the mouth and the tip of the hat.

Thomas Saves Santa’s Sleigh HO Scale Electric Train Set | Ages: 8+ | MSRP: $269 Available: Now This Thomas the Tank Engine train set features Thomas with moving eyes, two festive freight cars, a Naughty or Nice brake van with a Santa figure, and a full oval of Bachmann snap-fit E-Z track. Kids can engage in imaginative play as Thomas saves the day with Santa Claus.

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SCHLEICH 1) Parasaurolophus | Ages: 4+ | MSRP: $19.99 | Available: Now This herbivore from the world of Schleich Dinosaurs features the dinosaur’s iconic backward-curving crest.

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2) Jungle Emperor | Ages: 7+ | MSRP: $24.99 | Available: Now The Jungle Emperor was born in the darkest recesses of the Jungle World, emerging from the shadowy thickets to strike fear throughout the realm of Eldrador Creatures. Kids can turn the figure’s face upside down to transform the sinister Jungle Emperor into a bearded menace.

3) Marshmallow Unicorn Stallion | Ages: 5-12 | MSRP: $19.99 | Available: Now

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Meet the Marshmallow Unicorn Stallion from the Schleich bayala world. Fond of sticky situations and galloping through the spongy meadows of bayala, this figure is one of three collectible Marshmallow Unicorns from Schleich.

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WHAT’S NEW CREATIVITY FOR KIDS 1) Sensory Bin Mermaid Lagoon | Ages: 3+ MSRP: $24.99 | Available: March 2022 This self-contained play bin features water beads, foam mermaids, squeaky jellyfish, a scoop, shells, gems, a treasure chest, a fake aquarium plant, and seahorses for sensory play.

The bin has a lid for easy storage after play.

2) Sensory Bin Race Track | Ages: 3+ | MSRP: $24.99 Available: March 2022 Kids can engage in raking, scooping, and other sensory play patterns with this self-contained kit, which also includes a lid for storage.

The themed race car elements include sensory sand, gravel, a plastic ramp, two race cars, a rake, a gold cup trophy, clings, a racing flag, and traffic cones.

NSI INTERNATIONAL Spybots | Ages: 6+ | MSRP: $19.99 | Available: Now When an intruder is in the vicinity, these robots flash bright lights and sound alarms, chase down kids’ foes, or relay sounds to their remote listening device. Kids can collect four characters: Room Guardian, Spotbot, T.R.I.P. (pictured), and RoboEar.

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HUGE! PLAY Gamebud Talking Tom | Ages: 9+ | MSRP: $99.99 | Available: Now GameBud Talking Tom is the world’s first talking animatronic streamer. The animatronic character features LED eyes and a mouth and ears that move. He interacts and emotes in real time with Talking Tom mobile games and can speak offline with more than 500 phrases, which kids can activate by pressing his head.

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FUNKO GAMES 1) Marvel Battleworld: Series 3 Ultimate Armory Ages: 6+ | MSRP: $9.99-22.99 Available: Spring 2022 Marvel Battleworld, the cooperative and expandable collectible game featuring characters from throughout the Marvel universe, will introduce new locations, characters, and gameplay elements for its third series, Ultimate Armory. Kids can choose their Hero Mover and visit Technopolis and Monster Metropolis as they team up to save Battleworld. This series also introduces Armor Tokens, which make battles more challenging while also giving an advantage to players.

2) Disney Big Thunder Mountain Railroad Game | Ages: 8+ MSRP: $29.99 | Available: Spring 2022

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In the Disney Big Thunder Mountain Railroad Game, 2-6 players will step off the stagecoach in the old west and begin their quest for riches.

Will players pull themselves up by the bootstraps and build a mining fortune, or will they stumble into the legendary dangers of Big Thunder Mountain? Based on the classic Disney attraction, this game combines strategy and luck.

3) E.T. The Extra Terrestrial: Light Years from Home Game | Ages: 10+ | MSRP: $29.99 Available: Spring 2022 Designed for 2-4 players, E.T. The Extra Terrestrial: Light Years from Home Game brings the iconic alien to the tabletop.

In the game, E.T. is 1 million light years from home, and he needs help getting back before the federal agents come for him.

In this cooperative adventure game, players will take on the roles of Elliot, Gertie, Michael, and Greg as they work together to send E.T. home. Players will bike through the neighborhood, use shortcuts and ramps to avoid the agents, collect items so E.T. can build a communication device, then race to get E.T. to the clearing before his heart light fades.

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WHAT’S NEW 1

PLAYMONSTER Ann Williams Craft-tastic Nature — Scavenger Hunt Potions Ages: 8+ | MSRP: $16.99 | Available: Spring 2022 Kids can search outside and gather the ingredients listed on each page of the Scavenger Potions Book to make seven unique potions with magical abilities. Kids can display their finished creations on the included magical leaf stand.

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MRS WORDSMITH 1) Mrs Wordsmith Epic Words Vocabulary Book: 1,000 Words to Improve Your Reading and Comprehension | Ages: 6+ MSRP: $19.99 | Available: Now Kids can explore more than 1,000 must-know words covering everything from emotions to technology. This book is designed to boost vocabulary and spelling skills and contains humorous illustrations to support the text.

2) Mrs Wordsmith Storyteller’s Word a Day: 180 Words to Take Your Storytelling to the Next Level | Ages: 7+ | MSRP: $25 Available: Now Kids in grades 3-5 can explore the nuances of 180 descriptive words alongside synonyms, word pairs, and examples of word use in classic novels. This illustrated book is designed to help increase the speed and efficiency of vocabulary learning and comprehension.

TCG GAMES 1) Miraculous Ladybug Yo-Yo | Ages: 6+ | MSRP: $4.99 Available: August 2022 Kids can learn to master tricks superhero-style with this yo-yo inspired by the one from the show Miraculous: Tales of Ladybug and Cat Noir.

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2) Miraculous Spots On Game | Ages: 4+ | MSRP: $12.99 Available: April 2022 Inspired by Miraculous: Tales of Ladybug & Cat Noir, this game challenges players to race between Mission Discs while collecting Power Up tokens. The first player to make it back to their Transformation Launch Pad with five tokens wins the game.

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OWNED IP

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“The Kinetic Sand brand continues to build its iconic status within North America since its introduction in 2014, and increasingly in global markets. Its steady popularity and growth, paired with positive online reviews and a wildly popular social media presence has helped solidify the brand as a quintessential activity that lets kids’ creativity flow.”

— Chris Beardall, president, Spin Master Toys and Chief Commercial Officer

KINETIC SAND TREASURE HUNT Kids will go on an epic search for treasure, digging and discovering hidden items throughout multiple compartments, including gems, tools, secret messages, and even rare shimmer gold sand.

Ages: 3+ | MSRP: $15.99 | Available: Spring 2022

• The Home Edit used its organizational expertise to build the ultimate, eye-catching Kinetic Sand play closet.

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KINETIC SAND SWIRL N’ SURPRISE For the first time ever, kids can swirl Kinetic Sand to magically create beautiful sand art. They can flow, swirl, stack, and use the included tools to make mesmerizing effects. The most hands-on approach to Kinetic Sand art play, the Swirl N’ Surprise playset includes a total of two pounds of sand in red, purple, green, and yellow colors.

Ages: 3+ | MSRP: $24.99 | Available: Fall 2022

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• Please do touch the art! Artist Dan Lam created a Kinetic Sand gallery installation, providing families with an interactive artistic experience like no other.

• The brand launched a limited edition collaboration with Rubbermaid that included a 3-pound bag of Kinetic Sand in a perfectly fitting Rubbermaid container, appealing to sand enthusiasts and organizers alike.

• Baskin Robbins served up Kinetic Sand Scented Ice Cream Cones samples in conjunction with National Ice Cream Day on July 17.

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MICRO PURSE PETS These mini purses are small in size but big in style. Each tiny tote has its own unique look and features pop-art inspired eyes that roll when kids open and close the zipper. The new Micro Purse Pets collection features six different characters with unique fabrics and textures, including denim, soft Sherpa plush, holographic patent vegan leather, glitter accents, and more. A few lucky kids may even discover a hidden limited edition scrunchie inside their Micro Purse Pets.

Ages: 5+ | MSRP: $12.99 | Available: Spring 2022

WHIFFIES

MILLION WARRIORS It’s a battle royale to be the last one standing! Launch warriors into action and battle their oppo­nents piece by piece. Each of the 115 different Million Warriors figures has exceptional details and colors with distinctive features unique to its rarity level and clan. Kids can discover six levels of rarity across three different clans in the spring — Astrals, Ancients, and Heroes — and collect an additional 135 Million Warriors in the fall across three new clans — Pirates, Cowboys, and Space Robots. Figure comes individually wrapped in blind packaging, so kids never know which Warrior is inside. Squad Packs (five included), Warrior Packs (10 includ­ ed), Starter Packs (20 included), and Battle Packs (40 included) will be available this year.

Ages: 5+ | MSRP: $2.99-$24.99 | Available: Spring 2022

Whiffies are deliciously scented collectible animal toys with plush tails that smell like ice cream flavors. Inside each bag, kids will find surprise Whiffies, each with its own unique scent. In the spring, 20 different ice cream-scented Whiffies will debut, including Stra-Better Ice Cream, Banana Bryne, Popcorn Penny, Camilla Caramel, rare Root Beer Bella, super rare translucent Sophie Sprinkles, and more. In the fall, 20 new characters from the Whiffies Candy Shop will launch with all-new printed tails and textures. Each colorful Whiffies is 4 inches tall and features a playful pose, a fluffy scented tail, and unique details to match its delightful scent. Kids can mix and match their own cool scent combinations by twisting the Whiffies’ tails together.

Whiffies two- and three-Packs will be available in the spring, plus a Candy Box Gift set will launch in the fall.

Ages: 5+ | MSRP: $9.99-$29.99 | Available: Spring 2022

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SINK N’ SAND On a wild jungle adventure, Sink ‘n Sally, Sunk ‘n Duncan, Slip ʼn Sam, and Fall ʼn Fran come across sand unlike anything they have ever seen. Before they can even say quicksand, they are trapped and sinking fast.

Players will roll the die to determine their location on the sand grid and then take turns to identify which color stick to remove.

If players are lucky enough, they could find a Redemption Ruby for an extra chance at survival. One player wins if they are the last one standing tall when the quicksand falls. This game is made for 2-4 players.

Ages: 4+ | MSRP: $19.99 | Available: Fall 2022

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MULTIPLATFORM ENTERTAINMENT

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FUSING ENTERTAINMENT AND DIGITAL CONTENT Q&A with Jennifer Dodge, president of Spin Master Entertainment

LAST YEAR, BAKUGAN WAS THE FIRST BRAND TO AIR A FULLLENGTH EPISODE ON ROBLOX. HOW DO THESE IMMERSIVE EXPERIENCES STRENGTHEN THE BRAND CONNECTION WITH THE FANS WHO CONSUME AND INTERACT WITH THE CONTENT? Roblox has become a new way for people to come together through shared experiences. In September, we premiered the first full-length series episode ever on Roblox, demonstrating our commitment to an evolving digital-focused approach — connecting fans with Bakugan wherever they are. Kids are spending more and more time exploring and socializing with their friends in these global and expansive digital playgrounds, and this first-of-a-kind immersive experience provided another dimension of Bakugan storytelling, deepening our fans’ connection to the franchise.

Bakugan has seen great momentum on Roblox. We launched our first major activation in the metaverse in March 2021 with the Bakugan Rage Runner game, which has received more than 75 million plays. The full-length episode series on the platform has more than 2.7 million views. These immersive experiences not only bring together existing Bakugan fans, but they also attract new ones.

return stronger, faster, and better than ever.

We will continue to roll out and expand the highly sought-after Bakugan toy line, with new toys featuring elevated decos and designs to reflect the characters’ new speeds and strengths. According to the NPD Group, the No. 1 item in battling toys in France, Italy, the UK, and Belgium, Bakugan increased 18% globally and more than 38% in the U.S. (as of Q3 2021).

The franchise continues to make its mark as a global phenomenon with more than 20 licensees signed covering soft lines, home décor, publishing, and more.

Bakugan’s traction is driven by an innovative, digital-first marketing plan that immerses kids across Roblox, Netflix, and other touchpoints. We’re always evolving and adapting our marketing mix and building experiences that extend beyond the physical product. In early 2022 we will launch an exciting new game within the Bakugan hub on Roblox.

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Spin Master Entertainment creates endearing characters and produces exceptional content and stories infused with a sense of play through its in-house studio talent and outside creative partners.

Under the leadership of Jennifer Dodge, Spin Master Entertainment’s president, the team produces a rich slate of multiplatform global entertainment properties, developing compelling content and building franchises that are positioned for long-term worldwide growth.

TELL US ABOUT SOME OF THE WAYS SPIN MASTER PLANS TO EXPAND THE BAGUKAN UNIVERSE THIS YEAR. This year, as the franchise continues to grow, we are elevating the fan experience and unleashing more ways for them to engage with the brand.

Our anime-adventure series will debut an epic new fourth season titled Bakugan: Evolutions, which will include 26 x 22-minute episodes, plus two 44-minute specials. In Bakugan: Evolutions, fan-favorite Bakugan heroes — including Drago, Trox, Pegatrix, Hydorous, Howlkor, and Pharol —

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Shortly after PAW Patrol: The Movie debuted in theaters, Spin Master Entertainment swiftly greenlit a second big screen feature: PAW Patrol: The Mighty Movie. “We loved telling a deeper PAW Patrol story on a bigger canvas and are pleased that the movie connected so strongly with kids and families, grossing $40 million domestically and more than $135 million worldwide,” Dodge says. “Judging by the exit polls, audience scores, and positive critical reception, everyone had as much fun watching it — and rewatching it — as we did making it.”

In the new film, a magical meteor crash lands in Adventure City, giving the PAW Patrol pups superpowers and transforming them into the Mighty Pups. For Skye, the smallest member of the team, her new powers are a dream come true — but things take a turn for the worse when the pups’ archrival Humdinger breaks out of jail and teams up with a mad scientist to steal the pups’ superpowers. With the fate of Adventure City hanging in the balance, the Mighty Pups have to stop the supervillains before it’s too late, and Skye will need to learn that even the smallest pup can make the biggest difference.

PAW Patrol: The Mighty Movie is set for a theatrical release on Oct. 13, 2023.

“The PAW Patrol universe is constantly expanding with new story themes, characters, and brand extensions across multiple platforms, retail aisles, and live experiences. Rooted in action and adventure, the introduction of new themes fuels the franchise by elevating storylines, providing exciting discoveries, and offering opportunities for new learnings and play experiences.

Our 2022 themes include Rescue Knights (spring) and Big Rig Trucks (fall), which introduce new compelling characters, their stories, and epic rescues.”

Get a sneak peek at one of the new, action-packed PAW Patrol Rescue Knights playsets coming out this spring:

PAW PATROL RESCUE KNIGHTS CASTLE HQ PLAYSET Kids will forge action-packed medieval quests in Barkingburg with this playset, which has everything necessary to carry out epic missions, including a Chase action figure, his dragon friend Draco, a throne, a ladder, a table, and other accessories.

Ages: 3+ | MSRP: $39.99 | Available: Spring 2022

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ACQUISITIONS

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A TRUSTED STEWARD TO LEGACY BRANDS, WITH OUR OWN SPIN Q&A with Chris Beardall, president and chief commercial officer at Spin Master Toys

SPIN MASTER HAS OWNED THE RUBIK’S BRAND FOR NEARLY A YEAR NOW. HOW DOES THE COMPANY PLAN TO PUT ITS INNOVATIVE SPIN ON THE BRAND’S NEW PRODUCTS COMING OUT THIS YEAR? Spin Master is known for innovation: We put it at the forefront of everything we do.

With the acquisition of the Rubik’s Cube, a puzzle that has inspired and challenged both young and old for almost 50 years, we have the opportunity to put our marquee innovation on the Rubik’s portfolio and carry on Ernő Rubik’s vision, nurturing smarter future generations through play.

Beyond the power of the brand, what is exciting to us are the possibilities Rubik’s has within each of our creative centers of toy, entertainment, and digital games.

The brand has a rich history of licensing, and our teams are focused on building that out further.

This year, we will introduce our new global marketing campaign that proclaims “Cubers aren’t born, they are made.” Innovative new products will focus on just that — creating solvers — with products and educational programs that will make the Rubik’s Cube more accessible and solvable to all.

For the seasoned Cubers or those looking for a new challenge or fun way to interact with the Cube, we will introduce new technology and materials that create new levels of solve.

Lastly, we will tap into our digital games creative center with the development of a new gaming app inspired by the Cube.

than 450 million units worldwide since it hit the market. With 98% brand awareness globally, the Cube has captured the hearts and minds of multiple generations.

It’s more than just a toy. It’s seen as an iconic symbol of intelligence and problem solving. With its STEM accreditation, the Cube supports brain development and cognitive skills and also teaches patience and perseverance. There is also an artis- tic element to the Cube, with a community of talented individuals who use the iconic colors and square fronts as pixels, creating incredible mosaic artwork and portraits.

Expert speed Cubers have also transformed the Cube into a sport, with global competitions that take place bringing together incredible solvers from around the world who race against the clock.

It’s brought together generations, sparked friendships, inspired artistic expression, and fostered new communities. If you ask people about Rubik’s, it evokes a story and reaction. People love to share their experience with the Rubik’s Cube. Whether a person has solved it or not, everyone has a memory about the Cube.

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One of Spin Master’s key growth strategies is to leverage its global platform through strategic acquisitions. The company has a reputation for not only developing its own independent IP, but also for being a trusted steward of legacy brands. Acquisitions, including Rubik’s Cube, GUND, Cardinal Games, Swimways, Aerobie, Etch A Sketch, Perplexus, Orbeez, Meccano, and Tech Deck, have played a significant role in Spin Master’s growth, diversifying brand portfolios while also providing recurring revenue and opportunities for further innovation. Spin Master is always on the lookout for amazing brands.

THE RUBIK’S CUBE IS A GLOBAL ICON. WHAT MAKES IT ONE OF THE MOST WELL-KNOWN TOYS WORLDWIDE? WHAT ARE THE EDUCATIONAL AND COGNITIVE BENEFITS OF KIDS PLAYING WITH RUBIK’S PRODUCTS? Rubik’s Cube is an iconic brand that has captivated global audiences selling more

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P.LUSHES PETS P.Lushes Pets are designer plush from all around the world who love to look their best! Everywhere is your personal runway with P.Lushes Pets! This stylish squad of fabulous fashionistas serve up chic with a sprinkle of attitude and a whole lot of glam. Luxe, premium fabrics and a sparkling glitter collar enhance their runway fashion-inspired looks! Born this way!

Ages: 3+ | MSRP: $12.99 | Available: Spring 2022

DROPS Introducing GUND Drops, a gotta have ‘em all line of soft, huggable, and expressive 6-inch plush animals. These cute and whimsical characters have unique names and embroidered cutie marks, so you know you got a genuine GUND Drop. With different expressions to collect you can always match a GUND Drop to your mood. Collect everyday animals such as cheeky Paulie Pup the puppy, or fantasy creatures with happy Misty Magic the unicorn with rainbow metallic accents. They all have exaggerated proportions of oversized heads and tiny drop shaped bodies filled with beans; you’ll definitely want to squish them all.

Ages: 3+ | MSRP: $9.99 | Available: Spring 2022

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2022 TOY LAUNCHES

ACTIVITIES & CONSTRUCTION CONNETIX 1) Connetix Clear 34 Piece Starter Pack | Ages: 3+ | MSRP: $57.50 Available: Spring 2022 Kids can explore STEAM concepts by building 2D and 3D designs and structures, including rockets, castles, and more using 34 magnetic tiles. The set includes numerous geometric shapes, such as large hexagons, large and small squares, and three types of triangles (isosceles, equilateral, and right-angled).

2) Connetix Base Plate Packs | Ages: 3+ | MSRP: $45 | Available: Spring 2022 Kids can build their Connetix structures on a solid foundation with this set. Each pack includes two baseplates that feature magnetic points to help secure large-scale structures. Base Plate Packs are available in clear, lemon and peach, and pink and berry colors.

ELENCO Snap Circuits Junior | Ages: 8+ MSRP: $39.95 | Available: Now To celebrate Snap Circuits’ 20th anniversary and the company’s 50th anniversary, Elenco relaunched its Snap Circuits Junior brand. Kids can snap the pieces together to create actual, working circuits. These sets provide STEM learning opportunities as kids work through the basics of engineering.

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3DOODLER 1) 3Doodler EDU STEM Accessory Kit | Ages: 6-13 | MSRP: $12.99 Available: Now

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From geodesic domes to articulated hands, working rollercoasters, and DNA helices, this kit blends art and design with technology. It is compatible with both the 3Doodler Start+ and the Create+ 3D printing pens.

2) 3Doodler Nozzle Set | Ages: 14+ | MSRP: $14.99 | Available: Now Teens can customize their Create+ 3D pen by swapping out the nozzle tip to achieve six different textures. This set includes an ultra-fine 0.5mm tip and a thicker 1.5mm tip, as well as triangle, ribbon, noodle, and angled nozzles. These accessories come in a convenient carrying case that doubles as a tool to remove and replace the nozzles.

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ACTIVITIES & CONSTRUCTION

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ALISA TOYS 1) Blockformers Connector Series | Ages: 6+ | MSRP: $5.99-38.99 Available: Now The Blockformers Connector Series line features six building block sets that kids can use to build a vehicle. In each series, kids can combine each of the individual sets to make either a Rescuebot or Megasamurai. The sets are available as individual vehicles (MSRP $5.99-8.99) or in either a Rescuebot or a Megasamurai set of six vehicles (MSRP $35.99-38.99).

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2) Blockformers Trap’d Beast One-Touch Transforming Building Blocks, Prehistoric Beasts Ages: 4+ | MSRP: $8.99 | Available: Now Kids can collect 12 different building block sets featuring characters that transform with one touch into dinosaurs or other prehistoric creatures. Each set includes weapons and armor.

3) Transbot Digitech Size S | Ages: 4+ | MSRP: $54.99 | Available: Now With this 15-piece set, kids can transform each of the numbered blocks from 0-9 into a combat vehicle and turn the math symbols into robo-infantry. Then, they can use all of the numbers to build a Megabot while they also boost their math skills.

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IMC TOYS

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1) VIP Pets Spring Vibes | Ages: 3+ | MSRP: $14.99 | Available: Spring 2022 With 12 inches of long hair and nine surprises to unbox, kids will be able to create unlimited hairstyles using the six included accessories. The flower festival-themed pets are ready for a floral look with flower-shaped water tattoos for their hair. Each of the characters has a mix-and-match flower tiara and comes in a shampoo bottle capsule that is covered by a flower curtain. There are more than 12 new characters to collect.

2) Bubiloons Wave 1 | Ages: 5+ | MSRP: $9.99 | Available: Spring 2022 Kids can use their Bubiloon pet to blow up their own colorful balloons. To start, twist the heart-shaped dial on the capsule and watch as colorful beads fall and reveal a surprise Bubiloons animal inside. Each capsule comes with several surprises inside, including eight bubi-goos, a bubble maker, two personalized objects, and three sticks to decorate the capsule with bubbles. Kids can take the bubble off the inflator and decorate it with the beads and put it on a stick or one of the objects to create accessories. There are 13 characters to collect, including a rare character.

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3) Cry Babies Magic Tears Happy Flowers Rose’s Bike Cart | Ages: 3+ MSRP: $19.99 | Available: Spring 2022

With the accessories in this playset, kids can create their own Cry Babies Magic Tears pretend perfumes, just like Rose does in the Cry Babies animated YouTube series. They can follow the recipes and use her magic tears to light up the main flower and create pretend perfumes. The set features more than 17 accessories, including a baby bottle, a pacifier, a hand mirror, a watering can, four perfume bottles, three colorant containers, a bike with a megaphone and pretend GPS, a necklace, and a mini perfume bottle.

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2022 TOY LAUNCHES

ACTIVITIES & CONSTRUCTION ABACUS BRANDS Dino-Dig VR | Ages: 8+ MSRP: $34.99 Available: Spring 2022 Kids can use the included tools to dig out T. rex bones, then build a 10-inch fossil using what they just unconvered. To activate a virtual reality experience, kids can download the free app, place their phone into the included goggles, and point to any spread in the book to immerse themselves in the prehistoric world of dinosaurs.

BROWN TOY BOX Brown Toy Box STEAM Kits | Ages: 5+ MSRP: $29.99 | Available: Now These educational activity kits are designed to empower Black kids as they learn about different STEAM concepts. Each kit features original characters, along with instructions and materials for multiple activities. There are six themed kits available: coding and app development, astronomy (pictured), chemistry, marine biology, museum arts, and robotics.

PURPLE LADYBUG 1) SunGemmers by Purple Ladybug | Ages: 6+ | MSRP: $21.99 Available: Spring 2022 The SunGemmers craft kit comes with pre-decorated window pane sheets, sun-amplifying gemstones, color guides, and fasteners that kids can use to affix the final art to a window. Kids can line up the window art sheet and use the included sun gems to complete a pattern by following the guide or create their own color scheme. Then, kids can use the included fastener tape to display the SunGemmer artwork in a window. There are four different designs available, each with different sizes and styles.

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2) CreateHydrate by Purple Ladybug | Ages: 6+ | MSRP: $13.99 | Available: Spring 2022 Purple Ladybug’s water bottle craft kit line will expand with purple and teal versions that kids can customize with the included sparkly stickers. The water bottles feature a twist-on lid with a seal and a handle, and come with a paracord bracelet kit containing a multicolor paracord and a buckle, which kids can wear or use to hang their bottle from their bag. The bottles are made out of BPA-free Tritan plastic.

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3) ClayRoo by Purple Ladybug | Ages: 6+ | MSRP: $14.99 | Available: Spring 2022 Each ClayRoo set includes molds, barrettes, accessories, and multiple colors of polymer clay that kids can use to design their own molded clay art barrettes and accessories. There are two ClayRoo kits available, each featuring different techniques that kids can use to make the bracelets, resulting in varied final looks. One creates a more layered look, while the other’s molds produce extremely detailed designs. Both are cooked onto the barrette.

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2022 TOY LAUNCHES

ACTIVITIES & CONSTRUCTION MAGFORMERS 1) Magformers Extreme Racer Set | Ages: 3+ | MSRP: $99.99 Available: Spring 2022 Kids can create vehicles using magnetic shapes with this 42-piece set. It includes triangles, squares, isosceles triangles, rectangles, sectors, an arch, hexagons, trapezoids, diamonds, a siren, two wheels, and a rotating LED light.

2) Magformers Jungle Rally Set | Ages: 3+ | MSRP: $29.99 | Available: Spring 2022 Kids can build a vehicle using magnet-filled geometric shapes that never reject each other. When playtime is over, kids can stack the pieces to store them.

TOYSMITH 4M Scientific Discovery Volume 2 Ages: 8+ | MSRP: $54.99 Available: Now

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The second installment of Toysmith’s Scientific Discovery kit in collaboration with 4M comes with materials to conduct more than 40 science-themed activities, with a focus on environmental and climate science.

Projects include making a mini weather station, experiencing water filtration, growing a plant maze, and creating a mini solar oven. The kit also comes with project information cards and a detailed activity book.

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1) National Geographic Gold Doubloon Dig Kit | Ages: 8+ | MSRP: $11.99 | Available: Now The treasure chest-shaped dig brick inside this kit contains two replica gold doubloons and three real pyrite specimens. Kids will get all the digging tools they need to excavate their new treasures. One doubloon is an Escudo replica, a widely used form of currency in many parts of the world in the 18th and 19th centuries. The other doubloon is a Brasher replica, modeled after the rare gold coins minted in the U.S. in 1787.

2) National Geographic River Rock Craft Kit | Ages: 6+ | MSRP: $11.99 Available: Spring 2022

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In addition to seven hand-selected stones, this set features six paint colors, 20 googly eyes, and a sheet of 19 transfer stickers. The included guidebook has instructions for 10 different plant and animal designs and contains story stone activities for kids. In the learning guide, kids will read about prehistoric rock art.

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2022 TOY LAUNCHES

ACTIVITIES & CONSTRUCTION EPOCH EVERLASTING PLAY Aquabeads Beginners Carry Case Ages: 4+ | MSRP: $24.99 Available: Spring 2022 This quilted carry case opens to reveal a craft workstation with a flip-tray mechanism so that kids can create bead art on the go. Kids can organize and store more than 900 beads in 24 shapes and colors, including star beads. The case features six design pegs to display beadwork on the outside and a double-sided bead pen tool to maneuver the beads.

UNICHE COLLECTIVE Trido | Ages: 3+ MSRP: $49.99-149.99 Available: Spring 2022 These magnetic construction sets feature colorful 3D shapes — such as tetrahedrons, octahedrons, and more — that builders can connect on all sides. Trido is available in four color themes: sky, honey, jungle, and flamingo. Once built, Trido can serve as a decorative piece of art to display. The sets are available in Introductory (12-piece), Medium (24-piece), and Large (36-piece) sizes.

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HAND2MIND 1) Numberblocks MathLink Cubes 1-10 Activity Set | Ages: 3+ | MSRP: $24.99 Available: Now Kids can use the MathLink Cubes Numberblocks to build characters 1-10 inspired by the CBeebies/BBC series, Numberblocks. This set features 30 activities that follow the episodes from seasons 1-3, and includes 100 MathLink Cubes Numberblocks, stickers, faceplates, Numberlings, character cards, double-sided Write ‘n Wipe activity cards, a stand for Zero, and an activity guide.

2) Numberblocks MathLink Cubes 11-20 Activity Set | Ages: 3+ | MSRP: $34.99 Available: Now

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Kids can use this set to build characters 11-20 from the series Numberblocks, while learning counting, addition, subtraction, multiplication, and division. This set includes 30 math learning activities linked to the TV episodes, and includes 155 Numberblocks MathLink Cubes, faceplates, stickers, 10 Numberlings, and character cards.

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2022 TOY LAUNCHES

ACTIVITIES & CONSTRUCTION

CRAZY AARON’S Mixed by Me Hide Inside! Activity Kit | Ages: 8+ | MSRP: $19.99 Available: March 2022 Kids can customize their own compounds with this activity kit. It includes three clear tins of Thinking Putty, five bags of mix-in pieces, six tin labels, and six colored pencils to label the creations.

HORIZON GROUP USA 1) The Young Scientists Club STEM Cubes Mega Set | Ages: 5+ MSRP: $16.99 | Available: Now This educational building block set transforms math lessons into hands-on building projects while also introducing kids to animal science. Kids can discover creative ways to use these STEM cubes and math cards for learning geometry, subtraction, addition, multiplication, and division. The set also includes technology and engineering cards to explore the history and science behind different types of structures. Plus, kids can get creative by designing their own animals while learning what makes each one unique. When kids are finished playing, they can put their knowledge to the test with four different educational games.

2) Made by Me Sensory Bins | Ages: 3+ | MSRP: $14.99-19.99 | Available: Now

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Available in themes including Sea Life (pictured), Dino Galaxy, and Unicorn Dreams, these sensory bins provide kids with a tactile play experience. Each bin includes different compounds and squishy materials, such as moldable play sand and water beads. Each bin functions as both a play space and a storage container, so when playtime is over, kids can pack up the components and keep them right inside the bin.

3) STMT D.I.Y. Resin Jewelry Studio | Ages: 14+ | MSRP: $29.99 | Available: Now

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Kids can explore the art of resin pouring and create their own resin jewelry with this set. It comes complete with four metal bezels, a mold for resin jewelry charms and parts, glitter, beads, a chain, elastic, protective gloves, mixing cups, ready-to-go liquid resin, and more. Kids can wear the included protective gloves and follow the instructions to learn how to mix up the resin, then get creative and sprinkle in their choice of color, glitter, and other embellishments. Then, they can pour the resin into the butterfly, star, unicorn, or heart bezels, or use it to fill the mold frame. Kids can finish their creations with glitter flakes and sticker designs, then let them dry. Finally, they can connect the bezels to premium chains with lobster clasps and jump rings or add charms to create custom beaded accessories to wear and share with friends.

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ACTIVITIES & CONSTRUCTION EAGLEMOSS HERO COLLECTOR Hogwarts House Cowl/Infinity Scarf Sets | Ages: 14+ MSRP: $25.95 | Available: Now Teens can show off their house pride by knitting their own Hogwarts cowl/infinity scarf. The official Wizarding World activity sets are available in Gryffindor, Hufflepuff, Ravenclaw, and Slytherin designs, each of which comes with an official Hogwarts house patch.

BASIC FUN! Lite-Brite Wall Art | Ages: 14+ | MSRP: $99.99 | Available: Fall 2022 The Lite-Brite line expands with larger, light-up wall art.

The 16-by-16-inch grid features high-definition designs with 6,000 micro-size pegs in assorted colors and 45 LED lights.

There are three HD Pop Art designs to choose from. Teens and art lovers can display it on their walls or on a tabletop.

CRAYOLA 1) Glow Art Studio | Ages: 6+ | MSRP: $24.99 | Available: Fall 2022 This art set includes a special battery-operated light wand that kids can use to draw on the included Glow Canvas to create glow-in-the-dark art. Drawings magically disappear as the glow fades away so kids can keep creating again and again.

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2) Glow Fusion Marker Coloring Sets | Ages: 8+ | MSRP: $14.99 Available: Fall 2022 Glow Fusion Marker Coloring Sets use specifically formulated glow markers on coated cardstock paper to deliver a unique, glow-coloring experience. Kids can choose between three sets: Deep Sea Creatures, Mythical Creatures, and Monsters & Aliens.

3) Tie-Dye Color Chemistry Lab Set | Ages: 7+ | MSRP: $24.99 | Available: Fall 2022

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The Tie-Dye Color Chemistry Lab Set features 50 colorful science activities to help kids learn how color travels and transforms. This educational kit is packed with playful chemistry experiments that require common household items to create science projects at home.

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CREATIVE KIDS 1) Miracle Gro Kids My First Root Viewer | Ages: 6+ | MSRP: $19.99 Available: Spring 2022

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The Miracle Gro Kids My First Root Viewer lets kids peek underground and watch as veggies grow beneath the surface.

The clear viewing window shows each step of the growing process so that kids know when their vegetables are ready to harvest.

2) Play-Doh Air Clay Sets | Ages: 3+ | MSRP: $9.99 each | Available: Fall 2022 Creative Kids will launch two new Play-Doh Air Clay sets: Pizza Parlor (pictured) and Scoops & Pops. With the Pizza Parlor, kids can make a pretend pizza with custom toppings using five included colors and four molds. It also includes a pizza cutter and a storage pizza box. With Scoops & Pops, kids can make pretend ice cream treats using the included sticks, cones, and three tips for a variety of soft-serve styles.

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3) CoComelon Wheels on the Bus Mold Set | Ages: 3+ | MSRP: $19.99 Available: Fall 2022 This CoComelon-themed Kiddy Dough set includes four colors of dough and molds inside the bus that kids can use to create their favorite CoComelon characters. Kids can also make numbers and patterns out of the dough by taking the wheels off the bus to expose additional mold shapes and sing along to popular CoComelon songs while they create.

THE LEGO GROUP 1) LEGO Friends Friendship Tree House | Ages: 8+ | MSRP: $79.99 Available: Now

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With this 1,114-piece set, kids can build a tree house in which Mia and her friends can craft homemade products. The set comes with accessories including a beehive, a birdhouse, and cupcakes. Kids can also raise the elevator for Jackson in his wheelchair.

2) LEGO City Lunar Research Base | Ages: 7+ | MSRP: $119.99 | Available: Now With this 786-piece set, kids can build a NASA-inspired Lunar Research Base in which they can winch and move objects with the skycrane drone, retrieve samples from the Viper rover, and carry out experiments in the science and botany labs. They can also drive the moon buggy to the air lock and accommodation dome to store accessories such as the helmet and the backpack.

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3) LEGO Technic Ford Mustang Shelby GT500 | Ages: 9+ | MSRP: $49.99 Available: Now

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Kids can build this car with 544 pieces, then use the two pullback motors to send it speeding while activating the augemented reality (AR) features in the LEGO Technic AR app. They can also display the car in between races.

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ACTIVITIES & CONSTRUCTION FAT BRAIN TOYS

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1) Trestle Tracks | Ages: 8+ | MSRP: $41.95 Available: Spring 2022 Kids can build a marble track in which paths are cut out of each track to widen almost imperceptibly from one end to the other, creating an invisible slope that propels the marbles forward.

2) Downhill Derby | Ages: 8+ | MSRP: $32.95 Available: Spring 2022

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Kids can flip, turn, and arrange the panels to create an endless variety of raceway twists and turns. Then, kids can place the four marbles in the starting position and press the lever to launch them all simultaneously for a race to the finish.

THAMES & KOSMOS 1) Ultra Bionic Blaster | Ages: 8+ | MSRP: $39.95 | Available: Summer 2022 With this kit, kids can construct an air-powered robotic glove using more than 100 pieces. Once built, kids can strap it to their wrist and pull a trigger to launch foam darts. Kids will learn about pneumatics, or technologies that use pressurized air to perform work, as they build the blaster.

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

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Kids can construct an interactive toy vending machine with this kit. Once built, the machine features a turning coin slot at the top. Kids can insert a coin, then watch as it gets sorted, performs stunts as it slides down the tracks, dispenses a prize, and ends in a coin bank at the base of the machine. The kit comes with soda-bottle gummy candies, but kids can fill the machine with any small candy or prizes.

3) Lollipop Lab | Ages: 8+ | MSRP: $21.95 | Available: Spring 2022 This kit comes with the materials kids need to make their own lollipops. They can create batches of red cherry and blue raspberry lollipops, plus a ring lollipop featuring both flavors. As they boil the sugar and combine ingredients to make the lollipops, kids will learn about temperature, measurements, and more.

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ACTIVITIES & CONSTRUCTION ISCREAM 1) Care Bears Fun Life Mega Stationery Set | Ages: 5+ | MSRP: $25 Available: Spring 2022 This set comes with a journal, stickers, gel pens, and a paper pad — all sprinkled with signature Care Bears designs.

2) Care Bears Color My Life Art Journal | Ages: 5+ | MSRP: $12 | Available: Spring 2022

THE LEARNING JOURNEY

Kids can create their own Care Bears creations with this art journal set that includes markers, stickers, and coloring pages.

Techno Tiles | Ages: 3+ MSRP: $19.99-31.99 Available: Spring 2022

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Kids can snap together the differently shaped, colorful Techno Tiles pieces and connectors to create different structures, such as a castle, vehicles, or abstract structions. The tiles are available in a base set with more than 240 pieces or a super set with more than 400 pieces.

PLAYMOBIL 1) Horseback Riding Lessons | Ages: 4+ | MSRP: $49.99 | Available: March 1 Two stalls are equipped with all the necessities for teaching newcomers how to ride. The set includes two adult figures, a child figure, a stable, fencing, saddles, helmets, feed, a pitchfork, a flower box, a horse blanket, and many other riding accessories.

2) Mini Cooper | Ages: 5+ | MSRP: $79.99 | Available: Now

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Kids can open the tailgate of this Mini Cooper, which holds four figures in its interior and has a removable roof. In addition to two figures in colorful ‘70s outfits and a Dalmatian figure, the set also includes a policeman in a classic English uniform.

3) Duck on Call Fire Rescue Mini-Car | Ages: 3+ MSRP: $11.99 | Available: July 15

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Freddy is always prepared with the Mini-Car and fire extinguisher. This playset includes a Duck on Call Freddy Fire figure, a Rescue Mini-Car, safety gear, and other firefighting accessories.

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KLUTZ 1) Mini Clay World Candy Cart | Ages: 7+ | MSRP: $21.99 Available: Spring 2022

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With this kit, kids can use the included clay and pastel cotton to create miniature candy and display it in clear jars, tiny boxes, or iridescent bags, or on wooden lollipop sticks. Crafters can slot together a cotton candy stand and a tented kiosk to display their pretend candy assortment.

2) Ultrasonic Misting Volcano | Ages: 7+ | MSRP: $24.99 | Available: Spring 2022 Kids can connect electronics that use ultrasonic technology to turn water vapor into clouds that come out of a model volcano. This educational kit will teach kids about volcanology, circuitry, and ultrasonic sound waves.

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3) Make Your Own Glow-in-the-Dark Puffy Stickers | Ages: 6+ | MSRP: $19.99 Available: Spring 2022 This twist on Klutz’ Make Your Own Puffy Stickers kit comes with new neon and glow-in-the-dark stickers, as well as a new illustration that kids can use to make square-shaped stickers. Crafters can layer the pieces, line them up between the plastic plates, and squeeze them in place. The tool presses the layers of sticker backer, puffy pieces, and artwork together. The kit includes enough materials to create up to 60 stickers.

MAKE IT REAL 1) Color Fusion Swirling Lip Gloss Maker | Ages: 8+ | MSRP: $29.99 Available: March 2022

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Kids can create and customize swirled lip gloss in three easy steps. First, they will select their favorite scents and colors from five lip gloss cartridges, then swirl them together by turning the handle. Next, they will remove the lip gloss from the creator and make their lips sparkle with the applicator wand.

2) Sticker Chic: Butterfly Bling & Rainbow Street Chic | Ages: 8+ | MSRP: $14.99 each Available: March 2022 Kids can give their footwear some flair with this decorating kit for shoes. They can add fun details to their shoes with the included shoelaces, more than 200 decorative stickers, bead charms, gem stickers, and more. The set is available in two different styles: rainbow and butterfly (pictured).

3) Jewelry & Art Gift Station | Ages: 8+ | MSRP: $19.99 Available: March 2022

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Kids can create watercolor designs and turn them into cards with stencils and a unique color mixing technique.

While the watercolor is drying, they will use the bracelet-making portion of the station to design a friendship bracelet. Once the watercolor is dry, they can finish decorating the card with the metallic gel pens, then add the bracelet to the card and use the included envelopes to gift the accessory to a loved one.

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PLAYMONSTER 1) My Fairy Garden — Blossom Bungalow | Ages: 4+ MSRP: $19.99 | Available: Fall 2022 PlayMonster expands its My Fairy Garden collection with the Blossom Bungalow. Kids can grow an actual garden and set it near a window to watch the breeze turn and twirl the flowers and the wind spinner. This set includes the growing medium and seeds, Snap the SnapDragon Dragon and fairy figures, and miniature gardening tools.

2) Spirograph Mandala | Ages: 8+ | MSRP: $24.99 | Available: Summer 2022 Kids can practice creating the Mandala art style with this large-scale Spirograph set designed for tweens, teens, and adults. Budding artists can create original art using the interchangeable Mandala wheel.

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3) Spirograph Cyclex Clips and Spirograph Cyclex Studio | Ages: 5+ MSRP: $5.99-19.99 | Available: Summer 2022 Kids can take Spirograph on the go with new Cyclex Clips featuring Star Wars The Mandalorian’s Grogu, Frozen’s Elsa (pictured), Toy Story’s Buzz Lightyear (pictured), and Disney’s Mickey Mouse. Kids can clip each portable Spirograph to a backpack or gym bag, and each one comes with a Cyclex drawing tool that combines the wheels and gears together. The more expansive Spirograph Cyclex Studio sets also come with pens and paper.

MINDWARE 1

1) Make Your Own Bug Catcher Kit | Ages: 5+ | MSRP: $19.95 | Available: Spring 2022 MindWare expands its Make Your Own collection with this kit that includes everything kids need to build, design, and decorate their own bug catcher. The set includes a circular door that swings open and a mesh side panel to provide air for the bugs and viewability for kids.

2) Paint Your Own Stone Dragon | Ages: 8+ | MSRP: $21.95 | Available: Spring 2022 Kids can create their own statue by painting and baking this stone dragon.

The set includes 12 colored paints, a brush, instructions, and a pre-formed dragon. No cement mixing or prep work is required.

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3) Art-chitect | Ages: 8+ | MSRP: $69.95 | Available: Spring 2022 Budding architects and interior designers can learn about drawing, design, and architecture while they create their own 3D home model. The set comes with real design tools, including floor plan grids, tracing paper, and more.

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Stock the world’s best-selling miniatures hobby in your store

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2022 TOY LAUNCHES

ACTIVITIES & CONSTRUCTION SPIN MASTER

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1) Cool Maker Go Glam Nail Surprise | Ages: 8+ | MSRP: $10.99 | Available: Spring 2022 This press-on nail kit features surprises to unbox and everything kids need to create glam nails. Kids can peel to reveal more than 40 press-on nails with water-reveal, scented, and glow-in-the-dark effects, as well as other surprises like nail stickers and kid-friendly nail polish.

2) Kinetic Sand Playsets | Ages: 3+ | MSRP: $15.99-24.99 | Available: Spring/Fall 2022 Out this spring, the Kinetic Sand Treasure Hunt (pictured) features multiple compartments for kids to dig through to find gems, tools, secret messages, and rare shimmer gold sand. This fall, kids can use the Swirl ‘n Surprise to create sand art.

Kids can swirl, stack, and use the included tools to create effects on the two pounds of sand that comes in multiple colors, including red, purple, green, and yellow.

3) Stitch ‘n Style Fashion Studio | Ages: 8+ | MSRP: $34.99 | Available: Fall 2022 This all-in-one fashion studio includes an innovative cartridge thread system that makes sewing easy. This set includes automatic sewing sensors for safety and water-activated prints for a DIY project.

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HEXBUG 1) HEXBUG Junkbots Rev’s Secret Headquarters | Ages: 5+ | MSRP: $34.99 Available: Fall 2022

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This advent calendar-style playset is filled with hidden parts, crates, and clues that kids can use to build two collectible robots or any bots that they come up with themselves. The set includes two power modules and an interlocking pipe-building system that kids can use to pull pipes and connectors from the walls to construct and reconstruct contraptions for their Junkbots.

2) VEX Robotics Vault | Ages: 8+ | MSRP: $24.99 | Available: Fall 2022 Kids can use VEX IQ pieces to build a vault with a combination lock mechanism while learning basic STEM principles. They can also set a combination and use the dial to lock and unlock the safe box.

3) VEX Robotics Art Start | Ages: 8+ | MSRP: $19.99 Available: Fall 2022 This buildable geometric drawing toy combines the principles of art and engineering so that kids can create their own designs with the turn of a crank. Kids can adjust the gear mechanisms to create different shaped patterns while learning STEM principles. The set includes a paper pad for the drawings.

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CRA-Z-ART 1) Shimmer ‘n Sparkle Body & Lip Whipped Creations | Ages: 8+ MSRP: $19.99 | Available: Fall 2022 Kids can create unique mixes, blends, and swirls of creamy, buttery lip and body treats or sugary scrubs. This set includes everything they’ll need, including customizable labels, salon-style jars, a crème base, scents, colors, and shimmer.

2) Shimmer ‘n Sparkle Light Up Beauty Studio | Ages: 8+ | MSRP: $19.99 Available: Fall 2022

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Inspired by TikTok and Instagram trends, tweens can create their own beauty style and stories. The Ultimate Beauty Studio comes with a clip-on, rechargeable LED selfie light; a phone stand; makeup; and glam gossip and beauty artist cards.

3) Shimmer ‘n Sparkle Real Ultimate Nail Spa | Ages: 8+ | MSRP: $29.99 | Available: Now The nail salon comes home with this complete manicure experience set.

Tweens can prepare their hands with a sweet-smelling sugar scrub, soak them in scented salts, and massage them with five different modes. The Real Ultimate Nail Spa includes six shades of nail polish, glitter, stickers, stick-on nails, a nail dryer, and more.

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NEVER WRONG TOYS 1) 4-in-1 Red Racer | Ages: 8+ | MSRP: $24.99 | Available: Now Kids can build four different race-ready vehicles with this multimodel construction set. The 185-piece set includes everything kids need to build The Red Racer, The Dragster, The Tri-Racer, or The Beach Buggy. Five light-up bricks add glow to kids’ creations.

2) Iron Octopod | Ages: 8+ | MSRP: $29.99 | Available: Now This 354-piece, ocean-themed, steampunk-inspired construction set features an eight-legged, deep sea exploring capsule for kids to build. The light-up set includes a poseable figure.

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3) Leviathan | Ages: 8+ | MSRP: $24.99 | Available: Now

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Kids can build a monstrous model with this 296-piece Leviathan construction set. The set includes batteries to power the light-up bricks and a poseable action figure.

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SMARTLAB TOYS

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1) Tiny Art! | Ages: 8+ | MSRP: $21.99 | Available: March 29 Kids can make illuminated and abstract art, and create natural watercolor paints with this tiny art kit. It includes paint, tools, and a miniature easel.

2) Tiny Sports! | Ages: 8+ | MSRP: $21.99 | Available: July 26 Tiny Sports! includes mini sports equipment that kids can use to play a variety of finger-size sports. Kids can test their three-point shooting skills with a miniature basketball hoop, play a game of pee-wee pickleball, hike a tiny football, play a match of finger soccer, challenge friends to a game of tabletop cornhole, and putt onto a tiny putting green. The set also includes sports facts so kids can learn about each game.

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3) Tiny Food Truck! | Ages: 8+ | MSRP: $21.99 | Available: July 26 This set teaches kids the basics of everyday cooking using science and tiny kitchen utensils.

Kids can add edible ingredients to make a variety of miniature street food, such as tacos, crepes, pretzels, wontons, and more. Kids can also use the included papercraft components to make a custom food truck sign, create original menus, list the specials of the day, and display the finished samples.

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MAGNA-TILES 1) Magna-Tiles Builder 32-Piece Set | Ages: 3+ | MSRP: $49.99 Available: Spring 2022 With this set, kids can snap together roads for their construction vehicles and use the functional, magnetic crane to lift bricks and transport them from one area to another. This 32-piece magnetic building set is designed to enhance creativity.

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2) Magna-Tiles Arctic Animals 25-Piece Set | Ages: 3+ | MSRP: $39.99 Available: Spring 2022 This creative, educational set includes a magnetic penguin, seal, whale, and mom and baby polar bears, plus magnetic pieces with new arctic-inspired colors and patterns.

3) Magna-Tiles Safari Animals 25-Piece Set | Ages: 3+ | MSRP: $39.99 Available: Spring 2022

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With this safari-themed set, kids can discover new animals — including the first magnetic lion, giraffe, monkey, and elephant in the line — along with magnetic pieces featuring patterns and colors inspired by safari life.

JUST PLAY 1) Disney and Pixar Turning Red Secret Journal | Ages: 3+ | MSRP: $19.99 Available: March 2022 This notebook features a furry Red Panda Mei face on the cover and contains writing pages, a hidden compartment, stickers, and an invisible ink UV pen. Kids can jot down a secret, then shine the UV light on the page to reveal the message. This soft journal provides a safe space for kids to express their deepest feelings, secrets, and memorable moments.

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2) That Girl Lay Lay Blingin’ Patch Maker | Ages: 6+ | MSRP: $16.99 Available: Spring 2022

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This easy-to-use kit comes with everything kids need to customize clothes with colorful patches that reflect Lay Lay’s unique style. Kids place one of the 12 satin patches on the workstation, add color, and then have an adult help iron patches on to denim jackets, jeans pockets, canvas bags, sneakers, and more. They can also add shimmery stick-on gems and glitter glue.

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Celebrating 25 YEARS of innovation and play

For more than two decades, Jazwares has brought some of kids’ favorite characters and franchises to life. A global toy company that is laser-focused on creating innovative play experiences, Jazwares is growing stronger — and faster — than ever.

HOW IT STARTED In 1997, CEO Judd A. Zebersky (the “JAZ” in Jazwares) had a dream: to build a toy company that creates high-quality toys that bring smiles to children’s faces.

Zebersky left his job practicing law to make his dream a reality, and created a company with corporate values rooted in humility, passion, and collaboration.

Jazwares is celebrating 25 years of playtime innovation, emerging as a global leader in a wide range of consumer products, including toys, plush, action figures, collectibles, and metaverse gaming. And, later this year, Jazwares will expand its

footprint into new categories as it launches a line of costumes, a collection of pet merchandise, and a full range of consumer products for the Squishmallows brand.

The past decade has brought major changes to the toy company. In 2014, Alleghany Capital Corp. acquired an interest in Jazwares. The years that followed brought on multiple acquisitions, expanding Jazwares’ presence in the toy industry. First Act, Russ Berrie, Zag, Wicked Cool Toys, and KellyToy have all joined the Jazwares ecosystem, and even more acquisitions can be anticipated.

California location, and opens new offices in Paris, France, a key strategic territory; in addition to its international offices in the UK, Germany, Canada, Mexico, China, Hong Kong, and Vietnam.

And it takes a big team to create such amazing toys and bring smiles to so many kids’ faces. To date, Jazwares has more than 900 employees, attracting top talent from a variety of industries, including major Hollywood studios, big tech, and top-five toy manufacturers.

HOW IT’S GOING In 2021, Jazwares hit a significant milestone surpassing $1B in gross sales.

Jazwares is the fastest-growing toy company, with sales up 126% as of October 2021, according to the NPD Group, which is a growth rate that is eight times faster than the toy industry as a whole. With global sales in more than 100 countries, Jazwares will continue to expand its global footprint as it moves into a new headquarters in Plantation, Florida, expands its Culver City,

1997

Jazwares is founded by CEO Judd A. Zebersky (the “JAZ” in Jazwares), who left a career in law to follow his passion and make innovative toys.

1998

Pop-culture infused Jazwares Big Sippers hit retail shelves, featuring licenses like WWE, Pokémon, The Simpsons, and more.

2001

Jazwares debuts the Wally Wheels animatronic electronic bus, and Zebersky patents the technology for its electronic intelligence.

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ALL ABOUT THE BRANDS Since the beginning, Jazwares has focused on creating products featuring kids’ favorite characters. In 1998, the company debuted its first product launch: Big Sippers. These novelty, oversized, molded cups came in popular characters from Pokémon, The Simpsons, WWE, and many other popular licenses. And, since then, Jazwares brought more than a dozen franchises to the toy box, including Mega Man, Marvel, Hannah Montana, Astroboy, Sonic the Hedgehog, Power Rangers, Minecraft, and so many more. To this day, Jazwares works with huge licensing partners to provide kids with innovative products featuring some of the most popular characters.

Disney, Fortnite, Pokémon, Roblox, Marvel, NERF, Sony, Halo, Nickelodeon, Warner Bros., Lucasfilm, and Moonbug Entertainment are just a handful of the companies with which Jazwares partners.

REAL SUCCESS STORIES While every Jazwares toy is packed with fun, multiple lines have made huge waves in the last year. In 2020, Jazwares acquired a major stake in KellyToy, a specialty company most known for its line of super-soft Squishmallows plush. Last year, Squishmallows was the No. 1 plush property, according to The NPD Group. The plush brand also surpassed 100 million units sold, a milestone the company commemorated with a Select Series Hans Squishmallow,

which sold at auction for $15,000 on eBay. Jazwares has looked to the digital world for toy inspiration over the years, partnering with the licensors behind top video games, mobile games, and content creators on YouTube, TikTok and other platforms.

Moonbug Entertainment’s CoComelon boasts more than 630 million minutes watched, according to Nielsen polls last fall, with episodes and content available to kids on YouTube, Netflix, and many other digital platforms. Jazwares’ CoComelon Musical Bedtime JJ 10-inch Doll was the top-selling item within the plush category two years in a row. In 2021, the CoComelon Interactive JJ Doll was also a top-selling item, earning a spot on hot holiday toy lists, and selling out at retail on a regular basis.

But wait, there’s more!

In addition to these two wildly successful toy lines, Jazwares also has two of the top 10 items in the action figure category: The Roblox Mystery Figure 3-Inch Assortment landed the No. 1 spot on The NPD Group’s list, while the Pokémon Battle Figures Halloween

Calendar sat proudly at No. 9 (as of October 2021). Never fear: more branded fun is on the way. This year, Jazwares will add the Smurfs, Star Wars Micro, Fortnite Micro, and Wham-O to its brand lineup.

WHAT’S NEXT? With great power comes great responsibility. After so much success, Jazwares is still sticking to its original mission: to make kids smile. Through its Jazwares Cares division, the company has made a significant social impact, donating more than 1 million toys to children in need since its inception.

Poised for another banner year, Jazwares is ready to launch into 2022 with an epic milestone anniversary, global corporate growth, new licensing partnerships, and super-fun toy lines, all in an effort to do what Zebersky always wanted: make awesome toys.

- Select Series Hans Squishmallow, which sold at auction for $15,000 on eBay.

Jazwares is the fastest growing toy company, with sales up 126% as of October 2021.

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2003

Zebersky and his daughter Elysa invent the Room by Room dollhouse concept, patenting the immersive play design.

2004

Jazwares secures its first master toy license with the Mega Man video game franchise.

2005

2006

Disney and Jazwares collaborate on the Disney Dream Sketcher, an electronic drawing tablet that paved the way for handheld electronic toys.

Marvel launches the Marvel Ani-Movie animated movie maker, which launches alongside the Marvel Heroes brand.

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with Judd Zebersky Founder & CEO, Jazwares

Since its inception in 1997, Jazwares has always been focused on working with great licenses. Why was this so important to integrate into the toy company’s DNA? Working with great licensors as partners has been important to us since the very beginning. We knew the cachet of hot licenses in popular culture would let us get our foot in the door with buyers. Today, it continues to be a huge part of Jazwares’ DNA and we continue to work with major licenses from gaming to entertainment to wrestling, all of them a major part of pop culture. I have great pride in that many of our key licensors have been with us for many years.

With major licenses like AEW: All Elite Wrestling, Pokémon, and CoComelon in your current portfolio, how does Jazwares work to develop unique items for each individual property?

We have a talented team of designers and branding experts who dive deep into the DNA of each license in our portfolio,

2007

Disney and Jazwares collaborate on entertainment sensations Hannah Montana and High School Musical with interactive activity sets.

which is vast and diversified, reaching consumers of all ages from preschoolers to older kids to adult collectors. Not only do we work closely with our partners to understand the voice of each property, but we also brainstorm nonstop to create toys that kids will want to play with over and over, and that will stand the test of time.

How have acquisitions contributed to Jazwares’ rapid growth in recent years?

Jazwares has successfully completed several acquisitions that have contributed to our overall momentum. What is most special is that while we have been building our business, we have also been building our talent pool. We have a wealth of talent that we have retained and attracted through our acquisitions. Jazwares truly has the best of the best in the industry, and I have a deep appreciation for what everyone in the company brings to the table.

How is Jazwares making an impact in both the mass and specialty toy markets?

We work hand-in-hand with buying and logistics teams within the mass and specialty toy markets. We realize that not everything can be for the mass market, so

2009

Hot entertainment licenses Astro Boy, Planet 51, and Bakugan make their Jazwares debut.

we separate our efforts for the specialty market. We strive to keep our product mix fresh and unique for both specialty and mass, and put a lot of time and energy into making that happen.

Squishmallows is a great example of how we effectively create the thrill of the hunt for collectors, who then share their hunting tips for those hard-to-find Squishmallows on social media, driving buzz and foot traffic to a variety of specialty and mass retailers. Our goal is to be a great resource partner, create products special to each segment, drive foot traffic, and overall make their jobs easier on them.

Jazwares is now entering into new categories, including costumes and pet toys. What led to the decision to expand in these areas?

As a company, we believe we offer more capabilities than just toys in the traditional toy aisle. We will only venture into a new category if we can be proficient and offer value to the customer with our expertise. We are looking forward to launching new products that will innovate these categories.

2010

Jazwares launches a robust line of highly detailed figures based on characters from Sonic the Hedgehog.

2011

Jazwares brings signature style to the tech toy space with WWE Electronics, Star Wars Spy, and Power Rangers Electronics.

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Why is philanthropy important to Jazwares?

Personally, I believe that giving back is not a want, but an obligation. Since our humble beginnings, philanthropy has been at the core of Jazwares. We formed Jazwares Cares to establish relationships with charities across the country and create a social impact that reaches kids in communities outside of just our backyard in Florida. Jazwares Cares’ mission is to support the health, well-being, and educational development of all children through play.

Nothing is better than seeing smiles on kids’ faces. Our efforts are just a small step in making them feel good and creating a memory with a toy that brings them joy.

How do you think the company has evolved since founding it in 1997?

That’s a great question. Since 1997, we have evolved in 10,000 different ways. We have been on a growth trajectory, and each year we work hard to better ourselves — we push for more, and it is a part of our culture. I’m fortunate to have a team of dedicated people who not only challenge themselves to do and be more, but also challenge me. I have colleagues who have been with me since the very beginning — that in itself is a tremendous compliment — and we’ve grown together over the years.

What do you think Jazwares brings to the table that’s unique from every other toy company?

Kids today have a lot of choices, and we continually keep our finger on the pulse of new trends. I would say that what is unique about Jazwares is our ability to push the envelope of creativity and keep a laser focus on play. We are now a large toy company, but can still act like a small toy company. We have been able to quickly pivot many times in order to react to the marketplace. To hit on pop culture moments when they are in the zeitgeist, you need speed to market, and we have that ability.

What will Jazwares’ growth look like in 2022?

In 2022, we are very optimistic that we will have significant growth. We have amazing new products slated for 2022, with many new opportunities that will be realized throughout the year.

We have been on a growth trajectory, and each year we work hard to better ourselves

2012

Hanna-Barbera, a division of Warner Bros., teams up with Jazwares on a collection of action figures, collectibles, and plush featuring iconic cartoon characters.

2013

Microsoft signs Jazwares as the master toy licensee for Minecraft, forever changing the positive growth trajectory of the toy company.

2014

2015

Alleghany Capital acquires an interest in Jazwares.

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Incorporating new trends in digital media, Jazwares develops Tube Heroes, one of the most differentiated brands in the company’s history.

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In 2022, plush brand sensation Squishmallows will continue to surprise and delight fans around the world. During the last six years, Squishmallows has grown into a global phenomenon, selling more than 100 million plush units. With multigenerational appeal, the brand has inspired millions to collect and share their Squishmallows squad across TikTok, with more than 4 billion organic brand posts to date on the platform. This year, fans will see new original and licensed Squishmallows in sizes ranging from 5-24 inches with new stories, personalities, and aesthetics. The popular plush collectibles will be supported by robust digital and social campaigns, while expanding into a full-fledged global lifestyle brand across an array of consumer products categories — including metaverse gaming — with recently launched Squishmallows on Roblox, in film, on television, in publishing, on live tours, and more. Exciting new additions are coming this year, including new members of the Prehistoric Squad, Fantasy Squad, seasonal plush, and more.

The Pokémon brand continues to expand every year, and Jazwares has an exciting lineup for 2022 that fans of all ages will love, including catered multipacks for kids and new seasonal and select looks for collectors. Fans can also look forward to a refresh of the Pokémon Surprise Attack Game, 6-inch Select Super-Articulated figures, and in-scale figure multipacks featuring lots of fan-favorite characters.

Jazwares will also offer refreshed versions of its 8-, 12-, 18-, and 24-inch plush, and launch new lines within the electronics and role-play categories. One of this fall’s exciting key drivers is Fly & Fire Charizard, which features motion-activated lights, authentic sounds, movements, and an included 2-inch Pikachu with a launcher for training. Plus, the Carry Case Volcano Playset is perfect for on-the-go fun. The robust line will be supported by TV, digital, influencer, PR, experiential, and retail campaigns throughout 2022.

2016

Jazwares acquires First Act, a leading musical instrument company.

2017

Multiplayer game sensation Roblox collaborates with Jazwares on a line of game-inspired toys, which successfully continues to present day.

2018

Jazwares acquires collectibles company Zag Toys, and premier plush manufacturer Russ Berrie.

Since teaming up with Moonbug Entertainment in 2020, Jazwares has created a captivating toy line supporting CoComelon, the No. 1 kids’ and educational YouTube channel in the world — attracting 3.2 billion monthly views — and a Top 10 program on Netflix in 29 countries. Jazwares’ CoComelon toy line includes all of the characters from the show with a focus on JJ, his family, and his school friends.

The product assortment offers a wide array of preschool-friendly play options, perfect for celebrating big moments for little kids. Last holiday season, the CoComelon Deluxe Interactive JJ Doll was one of the season’s top toys, as proven by the tremendous consumer and retail demand. In 2022, new playsets, vehicles, and characters — including the CoComelon Boo Boo JJ Plush — will surely surprise and delight parents and kids everywhere.

2019

Jazwares adds Wicked Cool Toys, a leader in collectibles and consumer products, to its portfolio of brands.

Jazwares also becomes the master toy licensee for Blippi.

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Jazwares brings its highly anticipated Costume Play division

to life in 2022 with the support of a vast array of epic new licenses and owned IP. The new division will focus on the development of yearround licensed costumes, premium cosplay, masks, and accessories for fans of all ages. Jazwares’ first lineup of dress-up trunks and everyday costume play products will be available this fall, with all-new styles launching across multiple retail channels just in time for Halloween. Highlights will include hundreds of costumes, masks, and accessories featuring beloved characters from Star Wars, the Marvel Multiverse, Spider-Man’s Spider-Verse, Squishmallows, and more.

AEW continues to thrill audiences around the world with action-packed entertainment and the industry’s top wrestling talent. Since tag-teaming with AEW in 2020 for its first line of action figures and role-play collectibles, Jazwares has pushed the boundaries of design, detail, and articulation for the brand.

With the wildly popular AEW Unrivaled and AEW Unmatched lines, fans have had the opportunity to collect their favorite stars in the form of action figures, featuring an impressive 25 points of articulation, real 3D scanned likenesses, and a variety of accessories and ring wear authentically styled from AEW Dynamite and PPV events. This year, the AEW Unrivaled Collection will receive a complete refresh with even more wrestling stars making their action figure debut, as well as highly detailed ringsideinspired playsets for fans to recreate their favorite AEW matchups.

Preschool continues to be a key growth area in 2022, as Jazwares continues as master toy licensee for Boat Rocker’s animated children’s series “Dino Ranch.” The robust toy collection builds on the dino-themed world with a diverse line of playsets and character sets for kids to play out their favorite “pre-westoric” adventures and build their very own ranch. This line includes the iconic Dino Ranch Clubhouse, the ultimate destination for Rancheroo friends with plenty of opportunities for play and discovery. The set comes with a 3-inch Jon figure, his dino best friend Blitz the velociraptor, and Bopper, the mischievous baby pachycephalosaurus. The Dino Ranch Clubhouse, along with collectible mini dinos, plush, vehicle, and character sets, will continue to launch through the year with refreshes that align with the newest episodes of Dino Ranch.

2020

A banner year for Jazwares, the company acquires a majority stake in Kellytoy.

Jazwares secures rights to create action figures and role-play toys for AEW: All Elite Wrestling.

2021

Jazwares tops holiday wish lists around the world with best-selling toys, including the CoComelon Deluxe Interactive JJ Doll and the leading plush property Squishmallows.

New size, scale, and collectability come to the Star Wars galaxy with Jazwares’ highly detailed Star Wars Micro Galaxy Squadron portfolio. The micro-scale vehicle line spans the entire Star Wars saga with multiple waves of vehicles kids and collectors will love to chase, play and display. This dynamic new line delivers authentic, scaled micro vehicles, with supreme detailing for captivating display, as well as playable action features and 1-inch articulated micro figure accessories. Helping fans everywhere build their squadrons are the Scout Class Blind Packs, Light Armor Class, Starfighter Class, Transport Class, Starship Class, and Vehicle Assault Class, all of which represent collector grade vehicles at highly accessible retail price points.

2022

Celebrating its 25th anniversary, Jazwares emerges as one of the fastest-growing toy companies in the industry, according to The NPD Group.

jazwares.com | @jazwares

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2022 TOY LAUNCHES

IMPULSE & COLLECTIBLES 1

IMC TOYS IMCTOYS TOYS IMC

1) Bloopies Fairies | Ages: 3+ | MSRP: $12.99 | Available: Spring 2022 1) Bloopies Bloopies Fairies || Ages: Ages: 3+ ||come MSRP:inside $12.99a|| Available: Available: Spring Springlantern.

2022 Kids will find the butterfly key 1) Fairies 3+ MSRP: $12.99 2022 These collectible fairies flower-shaped to open the flower petals, in which they will discover all of the fairy’s abutterfly wand,key a key glitter These collectible collectible fairies fairies come come inside inside aa flower-shaped flower-shaped lantern. lantern.

Kidsaccessories: will find find athe to These Kids will butterfly pearl, a skirt, two wings and two fins, her personalized accessory related to her power, and a open the flower petals, in which they will discover all of the fairy’s accessories: a wand, a glitter they can use to open the flower petals, in which they will discover all of the fairy’s accessories: 2 aspecial The wings fairies light upwings, whenher kids place them inside therelated flower or water.

There pearl, apearl. skirt, two and two fins, personalized accessory to in her power, a wand, two pearls, a skirt, two two fins, and a personalized accessory related toand herare two different capsule colors and more than nine characters to the collect. special pearl.

The light fairies upkids when kidsthem place them the inside flower or in There water. are There power.

The fairies uplight when place inside flower or in water. twoare two different capsule colors and more characters to collect. different capsule colors and more thanthan nine nine characters to collect.

2) Cry Babies Magic Tears Pink Edition | Ages: 3+ | MSRP: $12.99 | Available: Spring 2022 2)Cry Cry Babies MagicTears Tears Pink Edition Ages: 3+| |MSRP: MSRP: $12.99 Available: Spring 2022 2) Babies Pink Edition 3+ | |Available: Spring 2022 Kids can Magic collect more than eight| |Ages: characters, each$12.99 hidden inside their own metallic-pink, tearshaped house.

Every doll is dressed in pink from head to toe and comes with four core accessories Kids tear-shaped Kids can can collect collect more more than than eight eight characters, characters, each each hidden hidden inside inside their their own own metallic-pink, metallic-pink, tear- — a baby bottle, a pacifier, a bracelet, and a chair — plus two unique accessories, a custom blanket, and a house. doll is dressed in pink from head to toe and fourwith corefour accessories — a baby shapedEvery house.

Every doll is dressed in pink from head to comes toe andwith comes core accessories sticker sheet.

Kids can use the bottle give the dolls water, squeeze their tummy, and watch them bottle, a pacifier, a bracelet, and a chair — plus two unique accessories, a custom blanket, and acry — a baby bottle, a pacifier, a bracelet, and a chair — plus two unique accessories, a custom blanket, pink tears. sticker sheet.

Kids can use the bottle give the dolls water, squeeze their tummy, and watch them and a sticker sheet. Kids can use the bottle give the dolls water, squeeze their tummy, and watchcry pink themtears. cry pink tears.

3) Cry Babies Magic Tears Happy Flowers | Ages: 3+ | MSRP: $12.99 | Available: Spring 2022 3) Babies Magic Tears Happy Flowers || Ages: 3+ $12.99 || Available: 3) Cry Cry Babies Magic Tearsdolls Happy Flowers Ages: 3+ || MSRP: MSRP: $12.99flower Available: Spring 2022 Each of the eight in this series features a different scent.Spring When2022 kids open the

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flower pot-shaped capsule and remove the pretend cotton flower candy, scent. they will discover a surprise Each of dolls this series a When kids the Each of the the eight eight dolls in in this series features features a different different flower scent.

When kids open open the character.

Then, they can turn flower-shaped knob to grow three pretend flowersa the flower capsule and remove the cotton candy, they will flower pot-shaped pot-shaped capsule andthe remove the pretend pretend cotton candy, they will discover discover ainsurprise surprise capsule. doll’s magic tearsthe reveal happy facesknob on the three three flowers.

Kids can unbox the nine character.

Then, they can flower-shaped to pretend flowers in character.The Then, they can turn turn the flower-shaped knob to grow grow three pretend flowers in the included surprises: a baby bottle, a pacifier, a necklace, a pretend perfume bottle, a hand capsule.

The doll’s magic tears reveal happy faces on the three flowers.

Kids can unbox nine capsule. The doll’s magic tears reveal happy faces on the three flowers. Kids can unbox the themirror, ina watering can, one unique accessory, and a sticker sheet. included surprises: a baby bottle, a pacifier, a necklace, a pretend perfume bottle, a hand mirror, cluded surprises: a baby bottle, a pacifier, a necklace, a pretend perfume bottle, a hand mirror, a a watering watering can, can, one one unique unique accessory, accessory, and and a a sticker sticker sheet. sheet.

CUDDLE BARN 1) Lil K–Pup Squeezers | Ages: 18 MOS+ | MSRP: $11.99 | Available: June 2022

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These plush shiba inus wear pastel, tie-dyed shirts displaying a finger heart symbol. Each one plays the song “Dynamite” by Korean pop band BTS. 2) Lil Dino Bites Squeezers | Ages: 0+ | MSRP: $11.99 | Available: June 2022 Lil Dino Bites Squeezers are brightly colored dinosaurs that can fit in the palm of kids’ hands. Kids can squeeze each dino to hear it roar.

3) Fairyland Friends Squeezers | Ages: 18 MOS+ | MSRP: $9.99 Available: June 2022 Fairyland Friends Squeezers are travel-size versions of kids’ favorite fairy tale characters. Each Fairyland Friend plays magical chime sounds.

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ZURU 1) Rainbocorns Puppycorn Surprise Series 2 | Ages: 3+ | MSRP: $9.99 Available: March 2022

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Kids can collect seven breeds of mini plush characters and matching accessories that come in a bright pink egg.

Surprises include a Scratch ‘n Reveal Heart, Boo-Boocorn Puppy and Boo-Boocorn Egg, a Puppycorn hairbrush, scratch-and-sniff stickers, Jelly Slime Puppycorn Poop, and a collector’s guide.

2) 5 Surprise Mini Fashions | Ages: 4+ | MSRP: $9.99 | Available: Now 5 Surprise collectors can add miniature fashion accessories to their collections. The new assortment includes 11 tiny, functional handbags and clutch purses crafted from soft fabrics with fine stitching. Kids will find one handbag and four additional accessories in each blind capsule.

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3) Robo Alive — Dino Fossil Find | Ages: 3+ | MSRP: $14.99 | Available: Now Using an excavation tool, kids can dig through different compounds of slime, rock, and sand to discover the prehistoric bones of a dinosaur collectible. Once uncovered, kids put the pieces together to create a Robo Alive character that features red eyes and a roar sound effect. Each dino egg comes with dinosaur bones, slime, a rock, sand, an excavation tool, and a collector’s guide.

SQUISHABLE 1) Squishable Alter Egos | Ages: 0+ MSRP: $11.99-13.99 | Available: Spring 2022

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The Squishable Alter Egos line features the original Squishable characters in different styles. The first series features multiple plush avocados, including Avocado Unicorn, Avocado Alien, Avocado Skeleton (pictured), Avocado Rainbow, and Avocado Cat.

MATTEL Matchbox Collectors Assortment | Ages: 3+ MSRP: $4.99 | Available: Spring 2022 Each 1:64-scale Matchbox vehicle features accurate styling and rubber-like rolling wheels. Some models have moving parts, such as doors that open.

2) Snugglemi Snackers Ages: 0+ | MSRP: $11.99-13.99 Available: Spring 2022

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These 5-inch squishy plush toys are tiny-size Squishables.

They feature ultra-soft fur and are weighted with polyfill and beans. Kids can choose from a variety of designs, including Cactus, Frog, Unicorn, and Corn.

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UKIDZ

TANGLE CREATIONS

1) PIXIO Mini Figures | Ages: 6+ | MSRP: $17.99 | Available: Now

Tangle Phone Fidget Ages: 3+ | MSRP: $9 Available: Spring 2022

Kids can collect 16 different mini figures from the pixel-style PIXIO Surprise line. The figures are made of magnetic blocks and are designed to represent a diverse array of people with different backgrounds, occupations, and talents.

2) PIXIO Mini Monsters | Ages: 6+ | MSRP: $12.99 | Available: Now The PIXIO collection expands with the Mini Monsters series of magnetic block collectibles. Kids can collect and build 12 different characters, including Frogz, Crabb, Gatez, Iz, and Helix.

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The Tangle Phone Fidget is a flexible, functional phone accessory with an array of interchangeable connectors and twistable sections for kids to create colorful combinations that wrap around their hands or wrists, allowing for a functional grip and a therapeutic fidget experience.

The Phone Fidget also works as a phone stand, or kids can wrap it around objects for a handsfree experience. As a fidget toy, the Tangle Phone Fidget helps strengthen hand muscles and can help relieve minor stress and anxiety.

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JAKKS PACIFIC 1) Super Mario Figures Collection | Ages: 3+ | MSRP: $4.99-9.99 Available: Spring 2022 The world of Super Mario expands with new waves of 2.5- and 4-inch figures. Kids can collect Nabbit, Paragoomba, Chain Chomp, and Larry in the 2.5-inch range. The 4-inch assortment includes Mario, Parabones, Ludwig, Light-Blue Yoshi, and Goomba. Each figure features multiple points of articulation and comes with an accessory.

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2) Sonic the Hedgehog Figures Collection | Ages: 3+ | MSRP: $4.99-9.99 | Available: Spring 2022 Sonic the Hedgehog and friends will be available in two new assortments of 2.5- and 4-inch figures. Wave 6 of the 2.5-inch collection includes Metal Sonic, Classic Crabmeat, Classic Tails, Sonic, and Moto Bug, while Wave 7 adds Classic Super Sonic, Classic Amy, Knuckles, Silver, and Super Shadow. Waves 7 and 8 of the 4-inch assortment feature an array of new characters with signature accessories, including Omega with a Yellow Chaos Emerald, Sonic with an Invincible Item Box, Silver with a Red Star Ring, Tails with a Checkpoint, Dr. Eggman with a Checkpoint, Rouge the Bat with a Heart Bomb, Super Sonic with a Light Blue Chaos Emerald, and Shadow with three Rings. Each of the 4-inch figures features 11 points of articulation.

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2022 TOY LAUNCHES

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IMPULSE & COLLECTIBLES 1

THAMES & KOSMOS

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1) ChemisTreats! Candy+Chemistry | Ages: 6+ MSRP: $5.95 | Available: Spring 2022 Kids will learn simple chemistry lessons while making sweet treats with these beaker-shaped sets. There are five beakers in the line, each with a different candy-making science experiment, including molding strawberry-flavored gummy shapes, making watermelon-flavored beads that burst in kids’ mouths, growing a lime-flavored crystal on a ring, experimenting with color-changing edible slime, and mixing a bubbly soda drink to explore chemical reactions.

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2) I Dig It! Farm Animals Ages: 5+ | MSRP: $2.95 | Available: Spring 2022 Each of these plaster barns holds one of 12 plastic farm animal figures. Kids can use the included tool to find the animal, then learn about the farm animals in a full-color manual.

KESS 1) Ultra Grip Drop Dots Swirl Ball Ages: 6+ | MSRP: $10 | Available: Fall 2022 When kids throw or bounce this textured, eye-catching ball, the motion-activated lights will flash.

2) Pop-Up Ball | Ages: 6+ | MSRP: $6 Kids can bounce and roll this fidget toy to see how many bubbles they can pop in before they pop back out.

MGA ENTERTAINMENT

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1) Mini L.O.L. Surprise! | Ages: 4+ | MSRP: $6.99 | Available: Now Each Mini L.O.L. Surprise! figure is a small replica of a 10-inch O.M.G. fashion doll character. The figures are dressed in the characters’ fashions and come with their signature accessories. The ball the figure comes in also transforms into a multiroom playset that is unique to each character. There are 18 characters to collect.

2) Mini L.O.L. Surprise! Family | Ages: 4+ | MSRP: $10.99 | Available: Now

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There are 12 Mini L.O.L. Surprise! Families for kids to collect. Each comes with miniature figures of an O.M.G. character, their Lil Sis, and the family pet. The ball packaging also transforms into a multiroom playset unique to each family.

3) L.O.L. Surprise! 2-in-1 Color Change Surprise: Me & Bro | Ages: 4+ | MSRP: $19.99 Available: Now

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Each surprise set comes with two detachable balls. Inside, kids will discover two color-changing L.O.L. Surprise! dolls and 20 surprises, including two secret messages, two bottles, multiple accessories, two fashion outfits, and two pairs of shoes. When kids feed each doll, it activates a color-change surprise. There are nine different sets for kids to collect.

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IMPULSE & COLLECTIBLES SUPER IMPULSE 1) Micro Toy Box Series 2 | Ages: 8+ MSRP: $7.99-27.99 | Available: Fall 2022 More than 50 officially licensed mini toys join the Micro Toy Box lineup this year. Kids can collect popular items from Mattel and Hasbro brands, including Transformers, NERF, Bop-It, Barbie, Hot Wheels, UNO, and more. Kids can collect the miniature toys in a 5-piece Single Blind Box Cup or in 10-, 15-, 20-, and 25-piece sets.

2) Sugar Buzz Minis-in-Minis Collectibles | Ages: 8+ | MSRP: $7.99 | Available: Fall 2022

FAT BRAIN TOYS Lil’ Dimpl Keychain | Ages: 3+ MSRP: $5.95 | Available: Now This fidget toy keychain is made of soft, squishy silicone with a Dimpl bubble built into the head. Kids can poke and pop the bubble to create a satisfying sensory experience.

Kids can collect miniature pretend candy containers that include even smaller mini collectibles hidden inside. The first wave includes confectionery brands such as Ring Pop, Bazooka, and more. Each set includes seven pieces in total and there are more than 40 styles to collect in the first series, including rare miniatures.

3) World’s Smallest Micro Comics | Ages: 6+ | MSRP: $4.99-8.99 | Available: Spring 2022 Each Micro Comics pack includes two 2-by-1.3-inch comic book replicas and a mini magnifier card. Micro Comic and Figure packs also include a 1.25-inch micro action figure with three points of articulation in a mini blister display case. The collection includes Masters of the Universe, G.I. Joe, Transformers, and Teenage Mutant Ninja Turtles comic book replicas.

BANDAI AMERICA 1) Dragon Ball VS Blind Packs | Ages: 8+ MSRP: $7.99 | Available: Spring 2022 Each of these 2.5-inch mini figures comes in an action pose with an included display stand. Series 1 features blindpacked figures of Goku, Frieza, Broly, Super Saiyan Gogeta, and Super Saiyan God Super Saiyan Gogeta.

2) Dragon Ball Adverge 4-Packs: Series 2 | Ages: 8+ MSRP: $27.99 | Available: Spring 2022

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Kids can celebrate their anime fandom by collecting these detailed, stylized, 2-inch mini figures. Each figure comes in a static pose to match scenes from the anime. Two new 4-Packs are available: Set 1 includes Super Saiyan Blue Goku, Super Saiyan Blue Vegeta, Super Saiyan Broly, and Piccolo, while Set 2 includes Super Saiyan Vegito, Zamasu, Super Saiyan 3 Goku, and Ultra Instinct Goku.

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IMPULSE & COLLECTIBLES

PMI 1) Brawl Stars Collectible Figures — 12 Pack Deluxe Box | Ages: 8+ | MSRP: $29.99 Available: Fall 2022 With this box set, kids can add 2-inch mini figures depicting 12 of 24 characters from the mobile game Brawl Stars to their collection. The toys feature trueto-game character likenesses and include ultra-rare gold and silver figures.

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2) Among Us Series 2 Crewmate Figures — One Pack Blind Box | Ages: 8+ | MSRP: $2.99 Available: Spring 2022 The second series of these collectible figures features 16 styles, including four rare characters. Each blind-box figure depicts a crew member from the mobile game Among Us.

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3) Gang Beasts Collectible Figures ­— 12 Pack Deluxe Box | Ages: 8+ | MSRP: $14.99 Available: Fall 2022 This box set features 12 2.5-inch collectible figures of characters from the multiplayer party game Gang Beasts. There are two rare characters hidden inside.

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FUNKO 1) Paka Paka ClownSpy | Ages: 3+ | MSRP: $7 | Available: Spring 2022 Each capsule contains one of 18 possible vinyl figures with varying levels of rarity. The figures range in height from about 2-2.5 inches, each depicting a colorful or black-and-white clown character that is engaging in spy activities.

2) Pain Party Piñatas | Ages: 3+ | MSRP: $7 | Available: Now Kids can open a Pain Party Piñata capsule to discover a posed, approximately 2.5-inch vinyl figure. Each figure depicts a broken piñata, with characters including Crawley, Hobbles, and Splits.

3) Popsies | Ages: 3+ | MSRP: $6.98 | Available: Now

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Kids can surprise a friend or loved one with open arms and a pop-up greeting with Popsies, a new line of collectibles. Kids can press the center of the bow and a special message will appear above the character’s head as they hold their arms out wide. Styles include characters from DC, Five Nights at Freddy’s, Marvel, and more.

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2022 TOY LAUNCHES

IMPULSE & COLLECTIBLES

MOOSE TOYS 1

1) Akedo Ultimate Arcade Warriors Battle Giants Ages: 6+ | MSRP: $8.99 Available: Now/July 2022 The Akedo brand expands with new Battle Giants figures that are nearly double the size of standard Akedo figures. Kids control the figures with a button-bash controller, trying to strike their opponent’s figure to claim victory. There are four Giants available now, with additional characters joining in July. The Giants will feature both new warriors, such as Frostbite (pictured) and Game Overlord, and powered-up versions of existing Akedo Warriors Tailwhip and Screenshot.

2) Real Littles Cutie Carries | Ages: 6+ | MSRP: $9.99 Available: July 2022

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BUFFALO GAMES Pop It! | Ages: 3+ | MSRP: $9.99 Available: Spring 2022 The Pop It! brand is expanding with licensed versions featuring characters from Disney, Star Wars, Marvel, Stranger Things, and CoComelon. Pop It! is a soft fidget toy with silicone bubbles that kids can pop on their own or play as a two-person game in which each player takes turns popping bubbles. Whoever gets the other player to pop the last remaining bubble wins the round. At that point, kids can flip the game over and begin again.

This collection includes tiny versions of six dog breeds: a Chihuahua, a corgi, a French bulldog, a dachshund, a Yorkie, and a cavoodle. Each puppy comes with a walking chain for interactive play, five swappable fashion accessories, and a carrier bag. Each bag features a window and acts as a display for the collectible pet.

3) Treasure X Robot Gold Treasure Bot | Ages: 4+ MSRP: $15.99 | Available: August 2022

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Kids can release the Robot Gold Treasure Bot from its packaging to begin a multilevel unboxing experience. Kids will discover which armor type the figure has, then crack open the crackle crate and dig through a dirt compound to discover one of six treasure cores, which could be a rare gold power core. There are six bots to collect, and the bots’ pieces are interchangeable with other Treasure X collectibles, including last year’s Treasure X Monster Coffin figures.

CRAZY AARON’S Honey Hive Thinking Putty | Ages: 3+ MSRP: $11.99 | Available: March 2022 This amber putty features honeycomb-inspired gold glitter and bee pieces and provides a tactile play experience.

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2022 TOY LAUNCHES

IMPULSE & COLLECTIBLES ALISA TOYS Monster Flex | Ages: 4+ MSRP: $8.99 Available: Now Series 2 and 3 of these stretchy monsters are available now. Each series features 14 different monsters, including two special, glowin-the-dark models.

Both series feature monster characters, such as Bigfoot, a zombie, a werewolf, a ghost, and more.

SPIN MASTER Million Warriors | Ages: 5+ MSRP: $2.99-24.99 | Available: Spring 2022 Kids can launch their Warriors into action and battle opponents piece by piece to be the last one standing. They can discover figures with six levels of rarity across three different clans in the spring and an additional 135 characters across three new clans in the fall. Each figure comes individually wrapped in blind packaging.

CEPIA

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1) Dogs vs Squirls Mystery Bags | Ages: 4+ | MSRP: $4.99 | Available: Summer 2022 These dog-themed, super soft beanbag plush come in an assortment of different breeds, each with its own personality traits. Carl the bulldog acts tough, but is afraid of thunderstorms and wears a weighted vest; Alice the goldendoodle needs an emotional support person; and Linda the poodle is the head of the neighborhood watch.

Counter to the dogs, the Squirls have one mission in life: to destroy the very same houses that the dogs are trying to defend. Nibbles, Cheezer, Chewy, and Sniper each have a special skill to inflict mayhem on the dogs.

Each Dog and Squirl is sold in a blind bag, with 48 total to collect. Each plush character also features an embroidered Dogs vs Squirls heart-shaped logo.

2) Kittens vs Gherkins | Ages: 4+ | MSRP: $9.99 | Available: Fall 2022 Just like the grown-up Cats vs Pickles, new Kittens vs Gherkins are super soft, bean-filled, and collectible. These itty-bitty kitties and sweet little gherkins are baby-size, 3-inch versions of fan-favorite Cats vs Pickles characters. For example, for fans who love Cats vs Pickles Water-meow-lon, there’s Kittens vs Gherkins Lil Melly. Sold in mystery two-packs, each Kittens vs Gherkins set includes two baby beans and a crinkle fidget baby blanket, with 24 total to collect.

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2) Cats vs Pickles Collectible Mini Figures | Ages: 4+ | MSRP: $3.99 Available: Spring 2022 This spring, fans can collect their favorite Cats vs Pickles characters as 2-inch, posed collectibles. Each figure comes with a removable display stand. The mystery bag package doubles as a hand puppet for added play value.

There are 44 total figures to collect.

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2022 TOY LAUNCHES

IMPULSE & COLLECTIBLES 1

WOWWEE 1) Twilight Daycare Collectible Baby Dolls | Ages: 5+ | Available: Fall 2022

Characters from the Roblox game Twilight Daycare come to the toy department as a collection of collectible, blind-packed baby dolls.

The collectibles span three different rarity levels: common, rare, and super rare. Each comes with a costume, a toy, and a code to 2 redeem in-game to unlock digital characters and accessories.

2) My Squishy Little Snack Packs | Ages: 5+ | MSRP: $4.99-9.99 Available: Spring 2022 WowWee’s Squishy Little characters go snack-size in this new series of miniature collectibles. Kids can squeeze the figures to see either a body drop or a mini charm popper pop. There are 56 characters for kids to collect, and each comes with its own unique charm or outfit. My Squishy Little Snack Packs are sold in single packs and multipacks.

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1) Donut Worries | Ages: 6+ | MSRP: $7.99 | Available: March 2022 Each collectible case is stuffed with cheerful charms, bright beads, and more that kids can use to create jewelry with positive messages. Kids can also write messages that bring them joy on the tabs inside the instruction guide, then stuff them into the case to encourage positivity. Donut Worries cases are available in multiple themes, including Be Kind Always, Shine Bright, Be Happy, and Sunshine Vibes.

2) Tie-Dye Friendsies | Ages: 6+ | MSRP: $7.99 | Available: March 2022 Tie-Dye Friendsies provide kids with a less messy way to tie-dye. Each kit comes with a soft plush unicorn, panda, or cat keychain; two blending markers; and instructions that feature multiple tie-dye tips and tricks. Kids can remove the cap from the pink and purple tie-dye markers and put on the blending tip, then use the markers to create unique designs on the plush keychain character without the need for extra prep or messy dyes. Once complete, kids can clip their creation onto a bag, backpack, or lunchbox.

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3) Just My Style Fidgiwear D.I.Y. Squish & Pop Jewelry | Ages: 6+ | MSRP: $8.99 Available: March 2022 With Just My Style Fidgiwear D.I.Y. Squish & Pop Jewelry, kids can design their own colorful fidget jewelry to keep their hands busy and their minds clear.

The kit includes poppable bands, squishy rainbows, hundreds of different beads, and other materials kids need to create fidget toys that they can wear and share with friends. The sets are available in three themes: butterfly, cosmic, and rainbow.

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From left to right: Original Tamagotchi® designs; Tamagotchi® Pix; Tamagotchi collaborations: STAR WARS™ R2-D2®, BT21, Demon Slayer, Disney • Pixar’s Toy Story, and PAC-MAN

Tamagotchi devices are egg-shaped, digital portable pets that first launched in Japan in 1996 and made their way to the U.S. in 1997. During Tamagotchi’s first launch period, the toy generated more than 40 million unit sales globally. To date, Bandai has sold more than 83 million Tamagotchi devices in 54 countries and regions, and Tamagotchi currently ranks as the No. 2 brand in robotic toys, according to The NPD Group. While new Original Tamagotchi styles — which have the same programming from the 90’s — are available, kids of all ages can also collect the new Tamagotchi Pix and various collaborations this year.

Left to right: Digimon 20th Anniversary Edition, Digimon X, and Vital Hero

Digital monsters — aka Digimon — debuted in 1997, spawning multiple TV series, movies, video games, trading cards, and, of course, toys.

Bandai sold 24 million units in less than 10 years for its first Digimon toy release. Each pocket-sized Digimon device comes with five eggs that kids must train and feed in order to evolve them into over 100 different Digimon. Kids can also connect the devices to battle with friends and make their Digimon stronger. Fans can battle in new and exciting ways this year with Digimon X, which battles to the next level and is compatible with the original 20th anniversary Digimon devices. Bandai will continue to break new ground this fall with the launch of Vital Hero — the wearable, interActive device that senses your movements and trains your Digimon the more active you are. Move More, Battle More! ® & © 2022 BANDAI, ©Koyoharu Gotoge / SHUEISHA, Aniplex, ufotable © & ™ Lucasfilm Ltd., PAC-MAN™&©BANDAI NAMCO Entertainment Inc., © BT21, © Disney/Pixar, ©A.H., T.A., ©BANDAI

Ask any ‘90s kid what their most-prized possession was, and chances are the answer will be a Tamagotchi.

And yet, it somehow feels like no time has passed, as digital pocket pets are back on kids’ wish lists and selling out on store shelves. The resurgence of the digital pets toy trend is fueled by a nostalgic generation that grew up with these toys, but now has their own money to spend on them.

Whether new parents are sharing their beloved experiences with their kids or adults are adding to their collections, one thing remains the same: There are two key players in this space, Bandai’s Tamagotchi and Digimon.

And the company’s big secret to staying relevant? It’s all about keeping up with the times. Tamagotchi Pix, the most-recent Tamagotchi toy, features a full-color screen, touch buttons, ability to connect with friend’s Tamagotchi Pix devices and the opportunity for kids to take photos to further interact with their digital pet. There are also collaboration versions, which extend Tamagotchi play to include fan-favorite characters spanning the most popular fandoms.

This fall, Bandai will also introduce Vital Hero, a wearable Digimon device that allows kids to raise and train a Digimon that connects the digital to physical play. The Vital Hero senses kids’ activity and movement, which will train their own Digimon.

The kids’ movement will make their Digital Monster grow, evolve and gain experience points; which will get them both ready to battle—with friends or solo!

The timeless, nurturing play pattern that these digital pets offer comes naturally to kids as they must frequently check in, feed, evolve, and play with their pocket pets. Plus, their portability ensures that kids can take care of their pets anytime, anywhere. After all, who doesn’t want to bring their favorite digital companions with them wherever they go?

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THE GUNDAM FRANCHISE HAS BEEN taking the world by storm. Over the last 43 years, the brand has spawned animated TV series, films, original video animation, manga, novels, video games, and, most notably, its plastic model kit line known around the world as Gunpla (Gundam plastic model).

Gundam first appeared on April 7, 1979 on the TV series Mobile Suit Gundam, and the show soon became a worldwide phenomenon. Today, fans can spot a life-size ZGMF-X10A Freedom Gundam statue outside the Mitsui Shopping Park LaLaport in Shanghai, China.

In Japan, Gundam fans can head over to DiverCity Tokyo Plaza for an up-close look at a life-size RX-0 Unicorn Gundam statue, or head to Gundam Factory Yokohama to get a glimpse of the moving life-size RX-78F00 Gundam.

There is even a whole fandom around Gunpla: snap-together model kits that

feature characters and mobile suits from various Gundam series. Since 1980, thousands of Gunpla have been created.

Each kit requires no glue and ranges in scale and size. Gunpla kits use advanced design and technology for detailed, articulate model kits that have impressed fans and hobby enthusiasts alike.

Bandai Namco Collectibles LLC (dba Bluefin) also distributes an assortment of Gundam-related items. Tamashii Nations is known for creating high-quality collectible and articulate figures. For the Gundam franchise, the company offers the Metal Build series, Robot Spirits, and Gundam Universe.

Shokugan are inexpensive and limited-run products that are fun to collect.

These items are typically available on candy shelves in Japanese supermarkets, but they can now be found in different stores nationwide in the U.S. Gundam-related product from Shokugan include

Gundam Converge, Gundam Artifact kits, and Mobile Suit Gundam G-Frame.

The popularity of Gundam has even spread to apparel lines. Fans can find shirts, hats, hoodies, face masks, and even towels featuring Gundam designs.

Strict-G, a leading fashion brand from Japan, creates never-before-seen products and streetwear featuring Gundam.

Recently, Gundam has collaborated with Nike SB for exclusive merchandise.

This year, Bandai America has released a new line, Gundam Infinity, which features 4.5-inch detailed figures of the most iconic Mobile Suits from Gundam.

They include interchangeable arms, legs, torso, and head for customizing with other Gundam in the collection. Additionally, each figure includes a “Build-a-Figure” accessory to construct another figure.

All of the items mentioned are available in stores or online in the U.S. Check out Bandai’s official online store Premium Bandai at p-bandai.com/us for high-quality merchandise that are limited-time, limited-run, and pre-order only.

Visit Gundam’s official website at en.gundam.info for more information. »

Lifesize Gundam at Gundam Factory in Yokohama

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CONFECTIONERY AND FOOD PRODUCTS

WHILE BANDAI IS MAINLY KNOWN IN THE U.S. FOR ITS TOY BUSINESS, THE BANDAI NAMCO GROUP RUNS A DIVERSE BUSINESS PORTFOLIO WORLDWIDE THAT NOT ONLY EXTENDS ITS TOY LINES, BUT ALSO STRENGTHENS THE WAY FANS INTERACT WITH ITS BRANDS. TAKE A CLOSER LOOK AT SOME OF THESE PRODUCT CATEGORIES BELOW.

APPAREL

IP PRODUCTION

Working with its licensing partners, Bandai Namco develops casual and high-end fashion clothing for kids and adults. Products include pajamas, T-shirts, jackets, and bags, and feature iconic designs that appeal to all fans.

In Japan, Bandai Namco not only creates intellectual properties (IP), but also seamlessly integrates them with other fan experiences, including anime production, live concerts, theatrical stages, and more. In more recent years, some of the IP have become popular worldwide thanks to simultaneous content streaming and live concerts abroad, including in the U.S.

VIDEO GAMES Bandai Namco is also a leading global publisher and developer of entertainment content for platforms including, but not limited to, all major video game consoles, PC, and mobile. The group actively releases a wide variety of titles based on its robust portfolio of IPs and is known for creating and publishing many of the industry’s top game franchises.

Bandai Namco delivers to the world a wide range of game genres with immersive titles, such as PAC-MAN®, TEKKEN®, and ACE COMBAT®, as well as known for delivering anime-based titles such as NARUTO SHIPPUDEN™, DRAGON BALL Z®, and ONE PIECE®. With their online content, console games and more, they strive to offer a wide variety of products and services to a worldwide demographic.

In the confectionery and food products category, popular IP is combined with fun and flavor. These delicious items include candy sold with mini-figures or collectible cards, and character design inspired birthday cakes or snacks.

CAPSULE TOYS Popular capsule toys are sold through vending machines under the “Gashapon” brand.

In Japan, Gashapon is loved by kids to adults of all ages. As a leading company in the capsule toy market, the group is consistently creating new products and services.

LIFESTYLE PRODUCTS, COSMETICS, AND ACCESSORIES COLLECTIBLE CARDS AND GAMES The card game business side of the group creates new worlds of entertainment utilizing popular IPs like Dragon Ball and Digimon. Products are launched under two major brands, Carddass, which features an analog based game play, and Data Carddass, a digital based card game system that utilizes data storage cards.

This category includes kid-focused lifestyle goods — including toothbrushes, shampoos, bath bombs, and lunch boxes — utilize playful designs to encourage kids to complete everyday activities like brushing their teeth and washing their hair.

For adult fans, a range of authentic cosmetic brands and accessories incorporate designs from various characters.

©SOTSU·SUNRISE, PAC-MAN™&©BANDAI NAMCO Entertainment Inc., ©2017 PROJECT Lovelive! Sunshine!!, ©BNP/BANDAI, ©Akiyoshi Hongo, Toei Animation, ©BANDAI

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Q&A

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NOBUHIKO MOMOI MANAGING DIRECTOR OF BANDAI CO. LTD.

What went behind the decision to combine Bandai America and Bluefin?

Ever since Bandai America was established in 1978, we have launched a wide variety of character-based products and services, bringing fun memories to kids across the U.S. The newly-named Bandai Namco Collectibles was founded in 2018 after we formed an alliance with Bluefin, one of the leading importers and distributors of collectibles in the U.S, and its Founder Steve Fujimura. Although there was differentiation in the target audience and key retailers, both Bandai America and Bluefin were distributing anime-based product. We decided to integrate the two companies to create a long-term Bandai Namco approach, in which a fond memory and emotional attachment from purchasing a toy from your favorite anime as a child will lead to a more vibrant collectibles market 15 to 20 years later.

What makes Bandai’s IP so successful in Japan, and how will the company translate that international success to the U.S.?

When we plan and develop product, priority is given to approaching it from a fan’s perspective. We know that anime fans expect an emphasis on quality and accuracy. We are confident that by continuing to deliver this level of quality, we will continue to develop product that the fans of each IP are craving for, no matter where in the world they are.

What are your plans and goals for the new company within the Bandai Global portfolio moving forward?

Bandai Namco Toys and Collectibles America will develop and distribute a wide variety of merchandise, from toys to collectibles. Our product will amplify the connections and engagement frequency the fans have with each brand, growing the fan base for the licenses we represent.

As we integrate our toys and collectibles business, the digital content and gaming arm of our Group, Bandai Namco Entertainment America, will move from San Jose to LA to be in the same office with us. We believe this will lead to more collaboration opportunities between the physical and digital sides of our business. »

STEVE FUJIMURA

CEO OF BANDAI NAMCO TOYS AND COLLECTIBLES AMERICA

What is Bandai Namco Toys and Collectibles America’s growth strategy in the U.S.?

The growth strategy for the new company will continue to be based on the following concepts: the significant growing popularity of anime in the North American market and demand for associated product; leveraging off Bandai Namco’s expansive IP product catalogue; and utilizing Bandai Namco Toys and Collectibles America’s marketing outlets and distribution channels, including its broad customer base of mass, specialty, online, and independent retailers.

Without a doubt, anime has had a major presence in the U.S. in recent years. Why does this content lean into such successful toy lines?

Consumers and retailers have already heavily invested in the popularity of anime. Mainstream awareness and appeal coming from popular reception on streaming platforms, such as Crunchyroll, Netflix, and Hulu, has inundated U.S. market pop culture trends with anime.

Bandai offers such a wealth of authentic and highly appealing anime merchandise from our group companies in Japan, and Bandai Namco Toys and Collectibles America is working hard to supply this established, but still rapidly growing, trend. Even a nostalgic toy line such as Tamagotchi has evolved into new variations and cross collaborations with Star Wars and BTS. Anime is highly character-based and, in many cases, each with heavily associated fashion, style, gadgets, and role-play potential. The anime itself and characters’ popularity lend themselves to marketability of associated toy lines, including figures and accessories.

How do you plan to grow your collector market into a mass audience?

Our collector lines are already experiencing incredible growth at the mass market level based on the strength of anime. The Bandai Namco brand Tamashii Nations is the market leader in highly articulated action figures, first establishing itself with the SH Figuarts Dragon Ball line, but also covering western IP, such as Star Wars and Marvel.

Our construction model kit category is also experiencing newfound growth at the mass market.

Acceptance of our products into the mass market is highly dependent upon mainstream popularity of the IP. There are several factors that work together to make this possible: promotion of the IP, including digital events, commercials, and trade shows; supporting IP content releases; providing quality product and being “true” to the IP; and the genuine fun factor. At the end of the day, consumer enjoyment is key. »

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2022 TOY LAUNCHES

INFANT & PRESCHOOL

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CRAYOLA 1) Scribble Scrubbie Snow Explorer | Ages: 3+ | MSRP: $24.99 Available: Fall 2022 Kids can use the markers included in this winter-inspired activity set to color the pets, then place them in the freezer or take them outside on a cold day to see its color change. When playtime is over, kids can simply brush each pet clean to start all over again.

2) Clay Sculpting Station | Ages: 4+ | MSRP: $24.99 | Available: Fall 2022 Kids can create characters or make their own pinch pot with the Clay Sculpting Station. This all-in-one craft set makes working with clay easier for young artists to enjoy. When the molding is completed and dry, kids can use the included paints to decorate their masterpieces.

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LEARNING RESOURCES 1) First Words with Spike | Ages: 18 MOS+ | MSRP: $19.99 | Available: Fall 2022 This set includes the original Spike the Fine Motor Hedgehog and a new board book, First Words with Spike!, to help toddlers learn vocabulary basics. Toddlers can follow the story to find Spike’s quills and learn first words at the same time.

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2) Who’s Feeling What? | Ages: 3+ | MSRP: $14.99 | Available: Fall 2022 With this facial expressions identification game, preschoolers can fill the video call puzzle board with 12 caller cards, then use chat cards and emoji tokens to identify and name different emotions.

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3) Carlos The Pop & Count Cactus Ages: 18 MOS+ | MSRP: $15.99 Available: Fall 2022 This cactus features numbered spikes and colorful blooms that help toddlers learn counting skills and color and number recognition. Toddlers can explore the different textures and pull, push, and grasp the soft, colorful flowers to build hand strength, coordination, and other fine motor skills. There is a spot inside the pot to store all the pieces.

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2022 TOY LAUNCHES

INFANT & PRESCHOOL SQUISHABLE Picnic Baby Collection | Ages: 0+ MSRP: $14.99 Available: Spring 2022

TOMY

These squishable plush toys are shaped like different picnic foods. Each plush features ribbon grips for little hands, crinkly leaves to scrunch, various textures, and a chime bell. The line includes avocado (pictured), pineapple, banana, and shrimp sushi styles.

John Deere Preschool Animal Wagon Ride Ages: 18 MOS+ | MSRP: $19.99 | Available: Fall 2022 This grow-with-me toy is officially licensed by John Deere and comes with six pieces, including three farm animals, a farmer, a toy tractor, and a wagon. Kids can push the animals on their free-rolling wheels, match the animals by picture or shape in the wagon to hear the animals’ sounds, push the ladder on the wagon to hear music, and more.

HAND2MIND 1) Pawz, The Calming Pup | Ages: 3+ | MSRP: $21.99 | Available: Now Pawz, The Calming Pup helps support social-emotional learning and self-regulation with auto-adjusting lights that guide kids through deep breathing exercises.

Kids can watch Pawz and follow the lightened prompts to inhale when the light gets brighter and exhale as the light fades. The breath activity encourages kids to be fully present and bring awareness to their thoughts and feelings with three different breath patterns: square breath, 4-by-4 breath, and laddered breath. Pawz also includes a night light with color choices of white, green, blue, yellow, and purple with a timer that can be set for 5, 15, or 30 minutes.

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2) Recycling & Conservation Pattern Block Puzzle Set | Ages: 3+ | MSRP: $24.99 Available: Summer 2022 From planting flowers to using less water, kids can learn the basics of sustainability and the environment with this set, which is made from certified, 100% post-consumer, recycled plastic. The kit includes 100 colorful pattern blocks, an activity guide, and 10 puzzle cards that teach kids about recycling, conservation, and sustainability concepts such as donating gently used toys and clothing.

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3) My Feelings Rainbow Fidget | Ages: 3+ | MSRP: $19.99 | Available: Now

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This double-sided sensory rainbow is made with securely sealed tubes that kids can flip upside down to watch different patterns form. The rainbow features a smooth flow of colors coming from the happy cloud and choppy drips of colors coming from the sad cloud, representing two different feelings and helping kids identify their emotions. The set includes an activity guide that helps facilitate discussions about emotions and self-management strategies.

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SUNNY DAYS ENTERTAINMENT CoComelon Musical Projection Night Light | Ages: 3+ MSRP: $29.99 Available: Spring 2022 This night light plays three instrumental CoComelon songs, including “Rockabye Baby,” “Twinkle, Twinkle Little Star,” and “Yes Yes Bedtime.” The large dome projector fills the walls and ceilings with CoComelon characters, stars, and three soft bedtime lights in red, blue, and green colors.

It features three timer options and shuts off automatically so kids can get restful sleep. The night light also features a soft body with a glowing face so kids can cuddle up with it in bed or place it on their nightstand or dresser.

BREYER Marina, Color Change Mer-Pony | Ages: 2+ MSRP: $19.99 | Available: Spring 2022 Toddlers can place this mer-pony in warm water to watch the pinto markings, mane, and tail change colors. It comes with a shimmery mermaid tail blanket, a hairbrush, and a squirt bottle.

MATTEL

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1) Mega Bloks Green Town | Ages: 1+ | MSRP: $9.99 (Sort & Recycle Squad); $29.99 (Build & Learn Eco House) | Available: Spring 2022 Babies can learn about green behaviors such as renewable energy, waste sorting, and recycling with the Mega Bloks Green Town building sets.

The Mega Bloks Green Town Build & Learn Eco House includes 89 building blocks and three wheelbases that babies can use to build a house; four characters; a rolling electric car; two rolling bicycles; and a greenhouse with veggies, solar panels, and turning wind turbines. The Mega Bloks Green Town Sort & Recycle Squad includes 18 building blocks and a wheelbase that babies can use to build a rolling recycling truck. Then, they can sort the compost, recycling, and garbage, and color match them to their bins.

2) Fisher-Price Meditation Mouse | Ages: 2+ | MSRP: $29.99 | Available: Spring 2022 The Meditation Mouse introduces toddlers to guided meditation through physical prompts and breathing exercises, which help them unwind during the day and before bedtime. The plush mouse features three calming modes, including a daytime relaxation session, a nighttime soothing sounds mode, and a three-part bedtime wind-down exercise.

3) Fisher-Price 123 Crawl with Me Puppy | Ages: 6 MOS+ | MSRP: $29.99 | Available: Spring 2022 When babies pull on the soft sock in the puppy’s mouth, the pup wiggles his behind, bobs his head, and scoots, encouraging babies to crawl. Babies can press the light-up buttons on the puppy’s collar to activate educational songs, sounds, and phrases about the alphabet, numbers, counting, and colors. Parents can switch up the learning levels as their baby grows thanks to the incorporated Smart Stages technology.

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INFANT & PRESCHOOL FLYBAR Swurfer Coconut My First Toddler Swing Ages: 6 MOS+ MSRP: $59.99 Available: Spring 2022 This toddler swing features an ergonomic design and a threepoint safety harness and comes in four colors. Parents can hang it anywhere, including inside and outside.

UNICHE COLLECTIVE Korko Starter Block Set | Ages: 18 MOS+ MSRP: $24.99 | Available: Fall 2022 Made entirely from natural cork, these blocks are lightweight, soft, and eco-friendly. They are quiet, water-resistant, and feature rounded corners for safety. The starter set includes 20 cork blocks in eight different shapes.

HORIZON GROUP USA 1) Story Magic Wooden Stamp Story Playset | Ages: 4+ | MSRP: $24.99 Available: Spring 2022 Preschoolers can choose from the 30 premium wood stamp designs to create their own magical stories. Kids can press their chosen stamp into the pink or purple ink until it is completely covered, or press it into the middle of the pad to create a multicolored effect. Then, they can push it firmly onto the included story cards and lift it to reveal the fairy-tale design. The set includes mini markers that kids can use to color in their stamp designs, then act out scenes they created. The story maker booklet inspires storytelling, imaginative thinking, and independent play.

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2) Bluey Ultimate Activity Backpack | Ages: 3+ | MSRP: $19.99 | Available: Spring 2022 This reusable backpack is full of activities designed for Bluey fans. Kids can color in their favorite Bluey characters and explore fuzzy textures on soft Velv-Its posters that make it impossible to color outside the lines. Plus, kids can transform sunlight into rainbows as they create their own suncatchers with stickers and use the included suction cups to put them on display. The set also comes with a scratch-and-reveal activity, crayons, markers, and more. Every activity inside the backpack encourages creative growth and inspires imaginative thinking.

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3) Bluey Create Your Own Sand Art | Ages: 3+ | MSRP: $14.99 Available: Spring 2022 Kids can choose between five bottles shaped like Bluey, Bingo, Coco, Lucky, and Chloe to fill with a rainbow of colorful sand. Using the included funnel, kids can layer seven different sand colors inside, then use the design tool to create multicolored effects or tie-dye patterns.

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2022 TOY LAUNCHES

INFANT & PRESCHOOL

THAMES & KOSMOS Andy: The Code & Play Robot | Ages: 4+ MSRP: $49.95 | Available: Summer 2022

ADVENTERRA GAMES myEco House and School | Ages: 3+ | MSRP: $22.99 each Available: April 2022 Inspired by the Montessori method, these puzzles each depict a four-level building featuring three jumbo pieces per level. Each area of the school or house (pictured) showcases common habits that harm the environment. Kids can find the matching shapes to cover them up with eco-friendly habits.

Kids can program this robot by directly pressing the arrow key buttons on the top of its head or by pressing the go button and entering a sequence of up to 30 movements. Andy lights up, has two movement modes so it can travel different distances, and can play music and dance. Kids can also play a game with the nine included robot cards and code Andy to find its 27 friends, which kids can check off on the back of the included manual. The manual also includes information about real-world robots and their functions.

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MAGFORMERS 1) Stick-O Pop Friends 10Pc Set | Ages: 18 MOS+ | MSRP: $16.99 Available: Spring 2022 Toddlers can use this 10-piece set to build with the new rattle ball. Each Stick-O piece uses magnets that rotate so toddlers’ creations always stick together for a frustration-free play experience.

2) Stick-O Creator Set 60Pc Set | Ages: 18 MOS+ MSRP: $99.99 | Available: Spring 2022 Toddlers can build airplanes, construction vehicles, and playgrounds with this 60-piece set. They can also add the new slide and roll the rattle ball down.

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2022 TOY LAUNCHES

INFANT & PRESCHOOL

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MGA ENTERTAINMENT

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1) Glitter Babyz Dreamia Stardust | Ages: 3+ | MSRP: $29.99 Available: Now Glitter Babyz feature sparkles on their eyelashes and glitter in their hair. Each doll features three water-activated surprises: their hair, shampoo bottle, and juice bottle. Kids can feed Dreamia Stardust a bottle, change her diaper, give her a bath, and then lay her down for naptime.

2) Baby Born Such a Good Swimmer | Ages: 2+ | MSRP: $19.99 | Available: Now Toddlers can wind up the doll’s arms and release her in water to watch her swim. The doll works without batteries and comes with a molded bathing suit and a bathing cap.

3) Lalaloopsy Bubbly Mermaid | Ages: 3+ | MSRP: $42.99 | Available: Now Available in Ocean Seabreeze and Laguna Sea Splash, this doll works in and out of the water and creates bubbles. It comes with a pet, bubble solution, and a shell tub, and the packaging doubles as a playset. Kids can add the bubble solution to the doll’s hair and squeeze her tail to create bubble hairdos.

EPOCH EVERLASTING PLAY 1) Calico Critters Pony’s Stylish Hair Salon | Ages: 3+ | MSRP: $99.99 Available: Spring 2022

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The two-story hair salon playset comes with a poseable pony girl, Serafina, who has a blonde mane of hair for kids to style and comes dressed in a rainbow-print dress and pearls. The set also features accessories, including a reception counter, a shampoo station, a makeup and hairstyling parlor, headbands, clips, and hair extensions.

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WOWWEE Baby Shark’s Big Show! Mix & Match Bath Swimmer Ages: 2+ | MSRP: $19.99 | Available: Spring 2022 This wind-up Baby Shark is inspired by the Nickelodeon animated preschool series Baby Shark’s Big Show! It comes with nine accessories that kids can mix and match to change different features as Baby Shark swims in water and moves his tail from side to side.

This set includes a mesh storage bag and suction cups for easy storage.

2) Calico Critters Pony’s Hair Styling Set Ages: 3+ | MSRP: $29.99 Available: Spring 2022 The set comes with the Calico Critter pony mother, Sally. Kids can style the figure’s blonde mane with her special hairstyling tools, which she can hold in her smock. The set also includes accessories such as hair shears, a blow dryer, a curling iron, hair spray, headbands, clips, and more. The purple styling cart holds all of the accessories.

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2022 TOY LAUNCHES

INFANT & PRESCHOOL 1

PLAYMATES TOYS 1) Pikwik Pack Vehicle with Figure Packs | Ages: 3+ MSRP: $14.99 | Available: Spring 2022 This new toy line based on the Pikwik Pak animated series on Disney Jr. and Hulu includes two figure and vehicle sets. Kids can pretend to deliver parcels across rugged terrain with Axel’s Truck with Off-Road Axel (pictured) or deliver to neighboring towns with Tibor’s Train and Conductor Tibor.

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2) Vlad & Niki Shake ‘Ems Vehicles | Ages: 3+ | MSRP: $17.99 | Available: Spring 2022 Kids can shake these vehicles to make them go. The more they shake the F1 Racer with Vlad or the Monster Truck with Nikki (pictured), the faster the cars will move. Each vehicle features sound effects and can travel up to 25 feet.

PLAYMONSTER

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1) Playskool Glo Friends | Ages: 2+ | MSRP: $12.99-39.99 | Available: Fall 2022 This new line of collectible glow-in-the-dark bugs and playsets are inspired by the original Playskool Glo Worm. Each toy in the series has fidget features and elements designed to enhance social-emotional development. The full line includes Glo Friends Story Packs (pictured), which feature softcover storybooks and a light-up Glo Friend toy; interactive fidget playsets that double as night lights; and an interactive soft character.

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2) Playskool The Original Magnatab | Ages: 3+ | MSRP: $19.99-29.99 Available: Spring 2022 This sensory-based drawing tablet is inspired by the Montessori method and features magnets and a stylus to teach letters, shapes, and numbers. Kids can freedraw original creations and hear the click of the internal metal beads as they rise to the surface, then push them down to draw again. Modes of play include Magnatab free draw; numbers and shapes; A–Z lowercase; and A–Z uppercase.

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3) Playskool Little Wonders | Ages: 6+ MSRP: $12.99-34.99 | Available: Spring 2022 Kids can learn and grow while playing with these colorful playsets made from sustainable wood. The Gimme-A-Ring play phone, See-A-Key keyring, and Pop-A-Tune piano all feature lights and sounds.

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2022 TOY LAUNCHES

INFANT & PRESCHOOL MELISSA & DOUG

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1) Rollables Ocean Slide | Ages: 1+ | MSRP: $49.99 | Available: Fall 2022 Babies can roll, squeeze, and toss Rollables, which are soft, ball-shaped friends that fit right in the palm of their hands. With this set, babies can drop the included sea creatures down the wooden Ocean Slide and watch as they zig-zag through the oceanthemed maze.

2) Let’s Explore Ranger Dog Play Set | Ages: 3+ | MSRP: $39.99 | Available: Fall 2022 The Ranger Dog is part of the new Let’s Explore line of toys designed to connect kids with nature through discovery and pretend play. This pup comes with a safety vest that kids can wear as a belt; protective shoes; and rescue gear, including a first-aid kit, bandages, wipes, a play treat, and a walkie-talkie with sound effects. It also features a certification card and an activity booklet to help spark adventure ideas both inside and outside.

3) PAW Patrol Wooden PAW Patroller Activity Center | Ages: 3+ | MSRP: $199.99 | Available: Fall 2022 This activity center features developmental activities, such as a slider maze, rotating dials, flip puzzles, and more, so kids can develop fine motor skills, color recognition, and problem solving while they play. Kids can sit at the steering wheel on the built-in bench while activating the sound effects on the dashboard and using the pedals. The set also comes with wooden tools, tires, a gas can, activity cards, and more.

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HAPE 1) Bunny Stacker | Ages: 1+ | MSRP: $14.99 | Available: Spring 2022

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Babies can stack up the tactile rings from biggest to smallest and then add the soft, floppy-eared bunny on top. The set includes a wooden flower ring with six colorful, pastel petals that kids can flip and play with; a peach ring that jingles; and a ring that features a pull-back string bunny tail that clicks onto the wobbling wooden base. Each sensory ring is made with different textured and colorful materials. Two colors are available: tan and teal (pictured, exclusive to Target).

2) First Ride Balance Bike | Ages: 18 MOS+ | MSRP: $79.99 | Available: Spring 2022

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Toddlers can learn how to balance and eventually how to ride on two wheels with this mint-green balance bike that builds confidence, muscle strength, and flexibility. The bike features soft handle bars; soft wheels; a soft seat that parents can adjust into three different positions as kids grow; and a lightweight, foldable aluminum frame.

3) Super Cityscape Transport Bucket Set | Ages: 3+ | MSRP: $124.99 | Available: Fall 2022 This painted 80-piece set includes a freight train with two carriages; a light-up, inter-city, battery-powered train with two passenger cars; a fire truck; a crane; a taxi; a plane; and more. There are multiple ways for kids to configure the wooden train track. The set also includes accessories — including trees, a watch tower, and figures — that toddlers can use to build a city.

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2022 TOY LAUNCHES

INFANT & PRESCHOOL

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CUDDLE BARN 1) Lullababies Misty the Whale and Oswald the Octopus | Ages: 0+ MSRP: $24.99 | Available: May 2022 These aquatic friends emit a soft glow as they play a soothing oceanic melody for four minutes. The Lullababies feature volume control so parents can adjust the music to fit their baby’s needs.

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2) Ring-O-Round Remi and Ring-O-Round Eli | Ages: 2+ | MSRP: $44.99 Available: June 2022 Ring-O-Round Remi and Eli each come with three plush rings with a variety of colors and textures on them, perfect for sensory play. Kids can wiggle their ears and sway as the plush sings “The More We Play Together.”

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3) Sir Catsby the Storyteller | Ages: 2+ | MSRP: $39.99 | Available: April 2022 Sir Catsby the Storyteller is a friendly feline that reads five stories, including The Emperor’s New Clothes, The Frog Prince, The Story of King Midas, The Princess and the Pea, and Rumpelstiltskin. His eyes light up as he tells his tales.

BOOGIE BOARD Scribble ‘n Play | Ages: 3+ | MSRP: $29.99 Available: Summer 2022 Scribble ’n Play is a reusable art board that is now 50% brighter and comes with new texture tools. It is designed for kids who are ready to refine their motor skills as they scribble and create. The Scribble ‘n Play includes four texture drawing tools that feature 16 textured tips and edges.

Once kids are done creating, they can push the button to erase the board.

TONIES Tonies Figures | Ages: 3+ | MSRP: $14.99 each Available: Spring 2022 Kids can attach each Tonie figure to a Toniebox (sold separately) for a screen-free listening experience that includes stories, songs, and more. Three new figures will be available this spring: Daniel Tiger (pictured), the Wild Kratts, and Pete the Cat. Daniel Tiger will teach kids about feelings, health, and social skills. Kids will hear stories that explore animal-related science concepts and stories of adventure, mystery, and rescue with the Wild Kratts. Pete the Cat will teach kids that if they want to be cool, they should just be themselves.

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1) Kindi Kids Rainbow Secrets Unicorn | Ages: 3+ | MSRP: $29.99 Available: Fall 2022 With the Kindi Kids Rainbow Secrets Unicorn, kids can discover whimsical surprises and everything they need for a dress-up party with Kindi Kids toddler dolls, including hair clips, a brush, a bow, and a tiara. Kids can twist the unicorn’s horn and unlock the secret saddle to find another surprise, then rub the unicorn with the magic wand to reveal magical body paint and to change the color of her mane. They can also add the colorful wings to transform the unicorn into a rainbow pegasus.

2) Octonauts: Above and Beyond Assortment | Ages: 3+ MSRP: $16.99-69.99 | Available: Fall 2022

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The Octonauts will expand onto land in Octonauts: Above & Beyond, a new spin-off series on Netflix. Moose Toys partnered with Silvergate Media to create a new line of toys based on the show. Kids can turn the Octoray Transforming Headquarters Playset (pictured) from the flying Octoray transporter into the headquarters. Inside, the crew can press the lever to release a slide, ride the elevator to the top, and take off on a mission in the included detachable Mini Ray vehicle to help rescue creatures and take them to safety using the “claw” and winch.

Sold separately, each Octonauts Deluxe Vehicle set comes with an Octonauts crew member, a creature, and a collectible mission card.

SPIN MASTER 1) Gabby’s Dollhouse Kitty Fairy’s Garden Treehouse Ages: 3+ | MSRP: $31.99 | Available: Spring 2022 Inspired by the enchanted cotton candy tree from the Netflix show Gabby’s Dollhouse, this new playset features a vine zipline that attaches to Gabby’s Purrrfect Dollhouse (sold separately). It also includes two floors, lights, a transforming canopy, a secret room, a swing, accessories, furniture, a Kitty Fairy figure, and an exclusive 3.5-inch Gabby figure.

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2) PAW Patrol Rescue Knights Castle HQ Playset | Ages: 3+ MSRP: $39.99 | Available: Spring 2022 Kids can go on epic missions with this medieval playset inspired by the latest season of PAW Patrol. It includes a Chase action figure, his dragon friend Draco, a throne, a ladder, a table, and other accessories.

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INFANT & PRESCHOOL

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LITTLE TIKES 1) First Food Delivery Set | Ages: 3+ | MSRP: $29.99 Available: Now Kids can pretend to make, deliver, and receive takeout food orders with three different cuisines, including pizza, tacos, and dumplings. The set includes more than 200 realistic food delivery accessories, such as pizza toppings.

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2) Dirt Digger Garbage Scoot | Ages: 2+ | MSRP: $49.99 | Available: Now This ride-on features a seat that flips open for storage, a working horn, and a trash bin that attaches to its side. Kids can role-play as they move the bin up and dump trash inside the truck. Kids can ride anywhere thanks to the free-rotating wheels.

3) Go & Grow Unicorn | Ages: 2+ | MSRP: $30.99 | Available: Now This unicorn is easy for kids to steer, scoot, and ride. It features an adjustable seat so it can grow with kids and helps to develop large motor skills. The ride-on also has a large rear wheel for added stability, a wide front wheelbase that helps with balance, and a wheel guard for safety.

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THE PINKFONG CO. 1) Baby Shark Mini Gamepad | Ages: 3+ | MSRP: $6.99 | Available: Fall 2022 Preschoolers can play with this clicker game to work on their fine motor skills. It includes engaging sounds and lights, as well as round edges and squishy buttons to enjoy as a stress-release toy. The Gamepad is ready for on-the-go play thanks to the keyring.

2) Baby Shark Sound Books | Ages: 18 MOS+ | MSRP: $9.99+ | Available: Summer 2022

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With Pinkfong Baby Shark: My First Friend (pictured), toddlers can explore the ocean with Baby Shark and learn how he makes his very first friend. It features a yellow takealong handle. Pinkfong Baby Shark: Potty Time is designed for toddlers (and parents) to prepare for potty training. Each book features interactive buttons that play sounds.

3) Baby Shark: Bilingual Learning Songs | Ages: 18 MOS+ | MSRP: $19.99 Available: Summer 2022 Toddlers can read and sing along to five songs about family, letters, numbers, shapes, and colors in English and Spanish. They can also press the 10 buttons to hear the sounds and engage their fine motor skills.

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2022 TOY LAUNCHES

INFANT & PRESCHOOL

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EDUCATIONAL INSIGHTS 1) Design & Drill Bolt Buddies Hometown Heroes | Ages: 3+ MSRP: $26.99+ | Available: Now Design & Drill Bolt Buddies are available in three styles inspired by first responders: a fire truck, a helicopter, and a police motorcycle. Preschoolers can use the toy power drill to snap the pieces together. The packaging also doubles as a reusable playset.

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2) Mixaroo | Ages: 2+ | MSRP: $29.99 | Available: Now Mixaroo is a cuddly plush creature developed by teachers. Kids can mix and match 11 easy-stick pieces to customize how Mixaroo looks. Parents can use the activity guide and the included story starters to teach kids vocabulary basics and fine motor skills.

3) Hot Dots Essentials Reading & Math Workbook | Ages: 4+ | MSRP: $27.99 Available: Fall 2022 Kids can practice reading and math skills with the Hot Dots line of readiness workbooks. The set includes an interactive pen that gives kids immediate feedback with lights and sounds. The skill sets come in three different grade levels: preschool, teaching kids letters, languages, number recognition, and counting; kindergarten, teaching kids spelling, reading, counting, addition, subtraction, and problem solving; and first grade, teaching kids reading, spelling, measurements, and early geometry.

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THE LEGO GROUP 1) LEGO DUPLO Bath Time Fun: Floating Animal Island | Ages: 18 MOS+ | MSRP: $39.99 Available: Now With this 20-piece set, toddlers can build a lion, a flamingo, a fish, an octopus, and an island, all of which are meant to float in water. Toddlers can split the island into two separate floating sections. The pieces fit inside the island for storage after playtime.

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2) LEGO City Cement Mixer Truck | Ages: 4+ | MSRP: $19.99 | Available: Now This 85-piece set features a construction theme. Kids can build a cement mixer truck, a jackhammer, and a wheelbarrow. Builders can fold out the chute at the rear of the truck and turn the mixing drum to pour the concrete.

3) LEGO Friends Pet Clinic | Ages: 4+ | MSRP: $19.99 | Available: Now

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In this 111-piece set, Mia is bringing her cat Duo into the Heartlake City Pet Clinic with a hurt leg. Kids can wheel the cat into the clinic on the trolley, place it on the table so the vet can scan it, feed it medicine, and place it on the bed for a nap. Kids can also take the cat upstairs for a bath, groom it, and let it play on the cat gym.

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2022 TOY LAUNCHES

INFANT & PRESCHOOL

1) Disney Princess Castle Set | Ages: 3+ MSRP: $129.99 | Available: Now Featuring Cinderella, Belle, and Sleeping Beauty figures, this 18-piece, Disney Princess-themed castle set includes a three-cart train and track pieces.

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2) My First Railway Light Up Rainbow Set Ages: 18 MOS+ | MSRP: $74.99 Available: March 2022

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This 10-piece train set features a rainbow platform that lights up and makes sounds when the train passes through.

It helps introduce toddlers to colors and sounds and develop motor skills.

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1) Brave Bunnies Stampers — Five Pack Blister | Ages: 3+ | MSRP: $9.99 Available: Fall 2022

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Brave Bunnies, a new series for preschoolers, is based on stories about a family of bunnies and their adventures. There are 15 different stamper designs for kids to collect based on the show.

2) Blue’s Clues & You! Plush Coin Purses | Ages: 3+ | MSRP: $4.99 Available: Spring 2022 Toddlers can store their coins in a plush coin purse that looks like Blue or Magenta.

3) Blue’s Clues & You! Plush Toddler Backpacks | Ages: 8+ | MSRP: $14.99 Available: Spring 2022 Kids can carry their treasures inside this plush backpack, which is available in Blue and Magenta styles.

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BATTAT 1) Battat Education Alphabet Fishing | Ages: 2+ | MSRP: $24.99 | Available: Spring 2022 With this magnetic fishing set, kids can reel in the fun by practicing how to spell and learning color and number recognition.

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2) Battat Education EggXpress Yourself! | Ages: 18 MOS+ | MSRP: $16.99 Available: Spring 2022

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With this bus full of eggs with various facial expressions, kids can match the eggs’ shapes and colors, then build social-emotional skills with the included expression cards.

3) Battat Education Penguin Math Balance | Ages: 3+ | MSRP: $19.99 Available: Spring 2022 This penguin scale features colorful sea creatures for kids to count and weigh. Kids can practice basic math skills while learning about weight and size.

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2022 TOY LAUNCHES

INFANT & PRESCHOOL BBC 1) Bluey Ultimate Lights & Sounds Playhouse (Moose Toys) Ages: 3+ MSRP: $89.99 | Available: July 2022 Bluey’s deluxe playhouse comes with 15 play pieces and features three stories and seven rooms for kids to go on adventures. Kids can press the octopus in the girls’ room to turn on the lights and sounds and re-create scenes from the series. Kids can place the Heeler family figures on the dance pad and activate Dance Mode, or play other fun-filled and inventive games from the show, such as grannies, statues, keepy uppy, and more.

2) School Playset – Bluey & Chloe (Moose Toys) | Ages: 3+ | MSRP: $34.99 | Available: July 2022 Kids can open this playset to enlarge the school setting for an even bigger play environment. This large set comes with stickers for customization, as well as an exclusive, school-ready Bluey figure wearing a backpack, a Chloe figure, and Cozy Cove and Fort play pieces. It also features a variety of accessories to play nurse and chip shot.

3) School Friends Figure Theme Packs and Four-Pack (Moose Toys) | Ages: 3+ | MSRP: $9.99+ | Available: June 2022 Each set comes with accessories to play with from Bluey’s imaginative world and includes: Bluey and Winton; Bingo and her best friend Lila with their school accessories; the Terriers; and schoolmates Mackenzie, Pretzel, Jack, and Bluey, complete with lunch boxes that open and close.

JAKKS PACIFIC 1) Perfectly Cute Cuddle & Care Baby Dolls | Ages: 2+ | MSRP: $19.99 Available: Spring 2022

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Toddlers can learn nurturing skills with this 14-inch baby doll. The Cuddle & Care Dolls are available in three skin tones — Caucasian, 1 Latino, and African American — and feature 26 different sounds.

Each doll comes dressed in removable pajamas in a teddy bear print and includes a matching headband, a bottle, a pacifier, and a bear-shaped rattle.

2) Perfectly Cute Magic Sink Playset | Ages: 2+ | MSRP: $17.99 Available: Spring 2022 This play sink has a working faucet with running water. The 16-piece set comes with a pretend dish soap bottle and brush for kids to pretend to wash dishware and cutlery. The wire dish rack fits into the sink basin for drying.

3) Disney Princess Style Collection Travel Segment | Ages: 3+ | MSRP: $21.99+ Available: Fall 2022

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Kids can pretend to hike or travel with these stylish bags and accessories.

The Trendy Traveler Backpack (pictured) comes with pretend binoculars, a water bottle, a protein bar, lip balm, and a map. The World Traveler Play Suitcase has an extendable handle and working wheels. It comes with pretend headphones and other accessories, including an eye mask and a passport.

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2022 TOY LAUNCHES

INFANT & PRESCHOOL 1

FAT BRAIN TOYS 1) Dimpl Billow & Bright | Ages: 10 MOS+ | MSRP: $21.95 Available: Now This sensory toy two-pack encourages sensory exploration.

Babies can squish and pop four Dimpl bubbles that are built into the rigid frame of the Billow, and keep the popping action going with the outer edge of the Bright, which also features a double-sided mirror built into the center.

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CLOUD B Twinkling Twilight Turtle | Ages: 0+ MSRP: $39.99 | Available: Now

2) Dimpl Clutch | Ages: 0+ | MSRP: $10.95 | Available: Now

The Twinkling Twilight Turtle features two soothing melodies and hundreds of twinkling lights. It projects a twinkling star effect on kids’ ceilings, as well as a multicolor light show on the turtle’s shell.

Each Dimpl Clutch features a Dimpl bubble on one end and squishy silicone textures on the other, including a green Dimpl with bumps, a yellow Dimpl with circles, and a blue Dimpl with lines. The bubbles are attached to a clip-andgo ring.

3) Plugzy | Ages: 10 MOS+ | MSRP: $31.95 Available: Now

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This shape-sorting toy challenges babies to fit the hollow shapes into the slots and the silicone plugs into the hollow shapes. Each shape has a different texture design and each plug has a handle to match.

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MINDWARE 1) Color Clue Caterpillars | Ages: 4+ | MSRP: $19.95 | Available: Spring 2022 Kids can help caterpillars munch their way to becoming butterflies by matching the bug to its corresponding leaf color. When kids fit them all in, they’re ready for the next puzzle.

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2) Water Art Letters and Numbers | Ages: 3+ | MSRP: $7.95 | Available: Spring 2022 Using refillable water brushes, kids can learn and practice numbers and letters in colorful books that they can dry off to use again and again.

3) Scratch-a-Fact Dinosaurs | Ages: 5+ | MSRP: $14.95 | Available: Spring 2022 Kids can learn about dinosaurs with this 18-by24-inch, scratch-to-reveal poster. They can reveal an assortment of intriguing facts using a coin to scratch off the answers.

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GAMES & PUZZLES

CUDDLE BARN Jiggly Wigglies Piggy and Puppy | Ages: 2+ MSRP: $27.99 | Available: Now Available in two styles, pig and puppy, these plush double as interactive games for kids. Players can activate the plush to hear music and pass it around in a circle.

When the song ends, whoever is holding the plush must draw a card and perform one of the animal sounds listed. The player with the least amount of cards at the end wins the game.

MOOSE TOYS 1) Spontuneous | Ages: 8+ | MSRP: $24.99 | Available: Summer 2022 Spontuneous requires quick-thinking as players race to come up with lyrics based on a trigger word. Whoever can sing, shout, or screech at least five words of a tune, song, rhyme, or jingle that contains the specific trigger word presented by the Tunemaster will win the round. Gameplay takes about 30 minutes, and song knowledge is rewarded over musicality and vocal talent.

2) Soundiculous | Ages: 8+ | MSRP: $12.99 | Available: Now Players are tasked with getting their point across using sounds ­ and only sounds — in this new take on charades. Tiers of difficul— ty for the pocket-size prompt cards range from recognizable duck calls and doorbell chimes to more challenging, specific items, such as the wallops of a boxing match.

3) Orchard Games | Ages: 2+ | MSRP: $9.99-12.99 | Available: Now

HOG WILD T.A.P.E.S. | Ages: 8+ | MSRP: $28.99 Available: Spring 2022 The name of this party game stands for Turn-Based Approximate Proportion Estimation Showdown. Players must guess the size of objects in the room using 16 bizarre units of measure, such as ramen noodles, baseball caps, gummy bears, wet cats, or unicorn horns. Players spin a wheel to see which unit of measurement they will use, then all players must share their estimates before measuring the chosen item with the included measuring tape. In each round, the player who has the closest guess wins the most points, and the player with the highest overall score wins the game.

This array of educational games is made entirely from recycled materials. The games cater to a variety of developmental stages and include Shopping List, Match & Spell, Bus Stop, and more. Kids will work on matching and memory skills, as well as practice phonetics and letter recognition.

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GAMES & PUZZLES

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ART’S IDEAS 1) Jenga Throw ‘n Go! | Ages: 8+ | MSRP: $29.95 | Available: Now Jenga Throw ‘n Go! is a colorful version of the original Jenga game. Players roll the included die and pull a block based on the die roll. When the tower gets too unbalanced, players can try to roll a reverse to send gameplay in the opposite direction. Jenga Throw ‘n Go! features 54 hardwood blocks in six different colors.

2) Jenga Giant Genuine | Ages: 8+ | MSRP: $119.95 | Available: Now Jenga Giant Genuine is an oversized version of the classic Jenga game.

Players can stack blocks to more than 4 feet high, which is more than eight times the size of a classic Jenga game. Jenga Giant Genuine includes 54 blocks and a sturdy box for easy transport.

3) Jenga Ocean | Ages: 6+ | MSRP: $49.95 | Available: Now Jenga Ocean is an eco-friendly version of Jenga that is made entirely from recycled fishing nets and features endangered marine animal designs on each block. The game includes special “Save the Sea Animals” rules that teach kids about the dangerous impact of discarded fishing nets.

FUN IN MOTION TOYS Shashibo BattleShapes | Ages: 8+ | MSRP: $55 Available: Q2 2022 This two-player game features a deck of cards showcasing a different Shashibo shape on each card and a point system for easy, moderate, or difficult shapes. Players draw a card and race to see who can complete the shape transformation the fastest.

The set includes two specially designed, matching Shashibo magnetic puzzle cubes; a deck of cards; an hourglass timer; and a bell for players to ring when they have completed the shape challenge.

MGA ENTERTAINMENT L.O.L. Surprise! Trading Card Game | Ages: 6+ | MSRP: $2.99-9.99 Available: Spring 2022 Kids can collect and trade more than 400 cards, including 200 popular cards, 140 rare cards, 60 ultra-rare cards, and 50 token cards. There are also 150 Trophy Tokens for kids to collect and wear. Kids can also collect cards, play online, and scan the QR code on each card pack for a chance to win an NFT.

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EPOCH EVERLASTING PLAY Super Mario Balancing Games Plus | Ages: 4+ MSRP: $12.99 each | Available: Spring 2022 Each of these themed sets includes 4-5 collectible characters, including Mario, Lakitu, Cheep-Cheep and Deep-Cheep, Monty Mole, and more. Players spin the arrow to see how many characters they must place on the wobbly stage without toppling them over.

Kids can link the three stages (sold separately) together to create a collector stand and showcase the figures. Each new set is compatible with other Epoch Super Mario games.

LEARNING RESOURCES Solar System Globe Puzzle | Ages: 5+ | MSRP: $36.99 Available: Fall 2022 Preschoolers can explore the solar system and build fine motor skills as they solve this rotating 3D puzzle. The eight planets and sun puzzle pieces are self-correcting with unique shapes that help kids find the right answer. This puzzle includes spaceship and astronaut pieces, as well as a full-color planet guide filled with facts about space.

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RAVENSBURGER 1) Disney Villainous: Bigger and Badder | Ages: 10+ | MSRP: $29.99 | Available: Spring 2022 The latest title in the Disney Villainous game collection introduces Pixar villains for the first time, including Syndrome (The Incredibles) and Lotso Bear (Toy Story 3), along with Madam Mim (The Sword in the Stone). This “expandalone” game can be played with or without the base Disney Villainous game.

2) echoes: The Microchip | Ages: 14+ | MSRP: $9.99 | Available: Spring 2022 Players can download the free companion app, wave their phone over a deck of illustrated cards, and use the sound clues to unravel the mystery of a ruined futuristic civilization. The Microchip is the latest story in the echoes audio mystery game series, which also includes The Dancer and The Cocktail.

3) Abandoned Places Puzzles | Ages: 14+ | MSRP: $21.99 Available: Spring 2022

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This new line of jigsaw puzzles features Forgotten Arcade, Hotel Vacancy, Deserted Department Store, and Gloomy Carnival.

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GAMES & PUZZLES

ASMODEE 1) Star Wars: Jabba’s Palace — A Love Letter Game | Ages: 10+ MSRP: $14.99 | Available: Now

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This fast-paced card game uses the same gameplay mechanics as the game Love Letter. In this version, players compete using cards featuring Star Wars characters, including both members of the Rebel Alliance and the denizens of Jabba the Hutt’s palace.

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2) Stella — Dixit Universe | Ages: 8+ | MSRP: $39.99 | Available: Now This competitive game is set within the Dixit Universe of board games. In the game, players interpret a selection of pictures after receiving a common word. Without communicating, they must attempt to choose the same picture as other players to earn points.

3) The Lord of the Rings: Trading Card Game Revised Core Set | Ages: 14+ | MSRP: $69.99 Available: Now

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Players will assemble a band of adventurers and attempt to complete dangerous quests in Middle-earth with this card game. Players will join together to fight against the threat of the Dark Lord Sauron in familiar settings from The Lord of the Rings, including the Shire, Mirkwood Forest, Gondor, and Rohan.

WINNING MOVES GAMES

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1) Snail Mail | Ages: 7+ | MSRP: $16.95 | Available: Now In this game, four Snail Mail carriers are out on their routes and it’s up to the 2-4 players to help them make their deliveries. Players will fill their Snail Mail carrier bags with four cards, each featuring a number and a color. To complete deliveries, players will need their cards to match the goal on a delivery card. The game includes four snail-shaped card racks, a deck of 48 mail cards, and a deck of 23 delivery cards.

2) Checkers | Ages: 6+ | MSRP: $9.95 | Available: Now In Checkers, two players take turns moving pieces on a board with the goal of capturing or blocking their opponent’s pieces so that they can no longer make a move. Players can jump their opponent’s pieces to remove them from the board.

This set comes with a bi-fold gameboard and 24 interlocking, plastic pieces.

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3) Chinese Checkers | Ages: 7+ | MSRP: $12.95 | Available: Now In Chinese Checkers, 2-6 players aim to be the first player to move all 10 pieces across the board and into the opposite triangle. The first player to occupy all 10 destination holes is the winner. This game features six sets of glass marbles (10 of each color) and a platform board.

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UNIVERSITY GAMES

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1) Scholastic Early Learning Games | Ages: 3+ MSRP: $14.99 each | Available: Now This new line of educational games joins University Games’ Briarpatch assortment, with a focus on early learning concepts, including literacy, mathematics, and social skills. Titles include T-Rex Adventure Game, Monkeys Jumping on the Bed Game, Alphabet Match-Up Game, Roll and Match Math Game, and Scavenger Hunt Activity Game.

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2) 20 Questions | Ages: 8+ | MSRP: $29.99 | Available: June 2022 This year, University Games will relaunch its first game, 20 Questions, which originally debuted in 1985. This family party game features a new look with updated content for a modern audience, with topics and clues from categories including history, science, sports, and pop culture.

3) Murder Mystery Party Case Files: Murder Noir | Ages: 14+ | MSRP: $24.99 | Available: June 2022 This game — the newest title in the Murder Mystery Party Case Files series — follows the story of director Sven Larsgaard, who dies on the set of his latest film. Each player must take on the role of detective, using the included evidence and additional online content to determine if this cold case is a prank gone wrong or a murder.

FAT BRAIN TOYS

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1) Sew Fast | Ages: 8+ | MSRP: $17.95 | Available: Now In Sew Fast, each player gets a sewing board and three strings in different colors. Players will flip over one of the challenge cards and then race to thread their strings through their board so that the pattern matches the picture. The first player to finish and match the pattern correctly wins the game.

2) Forklift Frenzy | Ages: 8+ | MSRP: $34.95 | Available: Spring 2022 In this dexterity and speed challenge, players will start the round by drawing a card, then race to stack the barrels to match the challenge card using the forklifts and be the first to place that stack on their colored platform. Players can try to win the most cards while keeping their warehouse accident-free.

3) Tic-Tac-Flip | Ages: 3+ | MSRP: $19.95 | Available: Now

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In this game, players must use two colored game pieces (white, red, or both) to make a mark. Red pieces make Xs and white pieces makes Os. Just like traditional Tic-Tac-Toe, the goal is for players to get three Xs 3 or Os in a row. If players fill the gameboard without a win, they can enter phase two, during which they can flip their game pieces to build a win.

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GAMES & PUZZLES

PMI 1) Among Us Matchify Game | Ages: 5+ MSRP: $9.99 | Available: Summer 2022 This fast-paced, family card game combines cognitive and educational play, challenging players to identify links and associations between different objects and symbols. Each game contains two different colored decks with 72 playing cards.

Each card shows nine colorful crewmates from a selection of 64 different Among Us crewmate characters. Players will match a crewmate on a card from the red deck with an identical crewmate on a card from the blue deck. The player who makes the most matches wins the game.

KESS Sony Music The Thread Shop de.bored puzzles | Ages: 6+ | MSRP: $12.99-14.99 Available: Spring 2022 With the new Sony Music The Thread Shop iconic photography and album collection, puzzle enthusiasts can re-create the artwork from their favorite albums again and again or frame the finished pieces.

2) Sport Matchify Game | Ages: 5+ MSRP: $9.99 | Available: Summer 2022 Players will match a sports icon on a card from the red deck with an identical one on a card from the blue deck. Each card shows nine colorful sport icons from a selection of 64 different sports images.

WREBBIT3D Harry Potter Gringotts Bank Wrebbit3D Jigsaw Puzzle | Ages: 12+ MSRP: $32.99 Available: Now The Gringotts Bank 3D jigsaw puzzle is the 17th model in the Wrebbit3D Harry Potter line and the fifth addition to the Diagon Alley collection. Harry Potter fans can collect and combine the different puzzles in the Diagon Alley collection to re-create their own Alley with a total of 1,475 pieces, or complete the 3D version of Gringotts Bank as a standalone puzzle with 300 pieces.

Wrebbit3D’s 3D puzzles are made in Canada using a foam-backing technology that provides tight-fitting pieces and sturdy designs.

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WHAT DO YOU MEME? 1) Let’s Get Talking | Ages: 8+ | MSRP: $19.99 Available: Now Let’s Get Talking is a question-based game that challenges players to get to know their family members better. Players can explore their family knowledge by asking and answering 400 creative questions from three increasingly difficult levels.

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2) Who Knows Better? | Ages: 12+ | MSRP: $24.99 | Available: Now This new family-friendly party game of superlatives challenges players to agree on who takes home each title, but there’s a catch: Players are blindfolded while making their selections.

3) What Do You Meme? 90 Day Fiancé Expansion Pack | Ages: 17+ | MSRP: $12.99 Available: Now The reality TV show 90 Day Fiancé comes to game night with this new expansion pack. With 50 caption cards and 30 image cards to add to the core What Do You Meme? game (sold separately), this expansion pack is best played while binge-watching the TLC show with friends.

FOXMIND TOYS & GAMES 1) Go Pop! Presto | Ages: 6+ | MSRP: $24.95 | Available: Winter 2022

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In this game of quick reflexes, hand-eye coordination, and observation, players must race to complete the challenges on the Presto cards, pop the bubbles, and be the first to tap Bubblo to win.

2) Slam Words | Ages: 8+ | MSRP: $14.95 | Available: Fall 2022 In this word search game, players shake the cup and slam it shut to reveal three letters, then quickly find a word that uses those three letters. Then, they pass the cup to the next player who must find a new word, or they are out of the game.

3) Go Pop! Jumbo Rainbow | Ages: 5+ MSRP: $19.95 | Available: Spring 2022 The object of this game is to think strategically and be the player who forces their opponents to press down on the last bubble on the board. This game is an expansion of the original Go Pop! game and features more bubbles. Kids can play solo or with up to four players.

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THINKFUN 1) GeoLogic | Ages: 8+ | MSRP: $21.99 | Available: Now In GeoLogic, players begin with a 30-sided planet core and 14 different biome tiles. Ranging from beginner to expert, each of the 60 challenge cards shows a different starting position for some of the biome tiles, and players must figure out how to position the remaining tiles in order to complete the planet’s surface. A variety of environments in different shapes provide several planet combinations, but each challenge has only one correct solution.

2) Dragon Falls | Ages: 8+ | MSRP: $21.99 | Available: April 2022 Dragon Falls challenges players to create 3D scenes of intertwining water dragons. Players begin by choosing one of the 60 beginner- to expert-level challenge cards, which shows them how to place the dragon segments and blockers on the vertical, double-sided game grid. Then, kids must figure out how to place the remaining dragon segments in order to complete the bodies for both the sleek teal dragon and the rugged coral dragon. The serpentine bodies will intertwine through the waterfall and around the jutting rocks in clever ways, putting kids’ spatial reasoning skills to the test.

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3) Solitaire Chess Magnetic Travel Puzzle | Ages: 8+ | MSRP: $14.99 | Available: June 2022 Solitaire Chess combines the rules of chess with peg solitaire to bring families a challenging brain teaser experience. In this solo game, one player sets up the magnetic pieces to match one of the 120 challenges, then captures and eliminates pieces following the rules of traditional chess. The trick is that every move must capture another piece. The game ends when only one piece is left standing. The challenges range from beginner to expert, and the magnetic pieces and the self-contained play book are travel-friendly.

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STORYASTIC 1) The Rank Game | Ages: 8+ | MSRP: $24.99 | Available: Now In this game, the “Ranker” writes down their preferred order of four items listed on the played topic card. Other players guess the Ranker’s preferred order, and every right answer earns them a point. The player or team with the most points after 10 rounds wins the game.

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2) Draul | Ages: 8+ | MSRP: $24.99 | Available: Now Draul is a card game in which each player tries to build their best fivecard hand by trading cards with other players. Then, they arrange their cards in an order that could trick their opponents into thinking their hand is better than it really is. The highest and lowest hands win points, so players can change their strategy right up to the end of the game.

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3) Betcha Switchup | Ages: 8+ | MSRP: $24.99 | Available: Now In Betcha Switchup, players will risk their wager wafers to build their five-card hands as wild cards radically change gameplay and affect players’ fortunes for better or worse. Each player also has a nuclear option to use a +1 wafer to get an extra card. All but one card is dealt in the up position, requiring a combination of strategy and risk-taking.

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THE LUMISTELLA CO. 1

Merry Guess-mas Card Game Ages: 5+ | MSRP: $10.95 Available: November 2022

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Players race to stack up their presents in this festive, fast-paced Elf on the Shelf card game. The game also features challenge cards that will have players spinning in circles as they try to win the game and avoid landing on the naughty list.

EXPLODING KITTENS 1) Mantis | Ages: 7+ | MSRP: $19.99 | Available: March 2022 Designed for both kids and adults, this colorfully cutthroat card game is full of rainbows and revenge. With the simplicity of UNO and the depth of gin rummy, Mantis only has two rules: Steal or score your way to victory.

2) Exploding Kittens Puzzles | Ages: 7+ | MSRP: $14.99-17.99 | Available: March 2022 These new puzzles feature designs from The Oatmeal and the Exploding Kittens creative team. The puzzles are available in both 500 and 1,000 pieces and feature fan-favorite characters from the Exploding Kittens universe.

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THE LEARNING JOURNEY 1) My First Play It! Games | Ages: 2+ | MSRP: $12.99 | Available: Spring 2022 This series of mini board games is designed to teach kids about cooperation and waiting their turn, while emphasizing object recognition and matching. There are three different themes to choose from — Match My Fish, Animal Match, and Space — and each game comes with four boards and 16 pieces for up to four players.

2) Lift & Learn Inside of Me | Ages: 3+ | MSRP: $14.99 | Available: Spring 2022

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Kids can take a look inside the human body and learn anatomy basics with this multilayer puzzle. Remove the top layer to discover the body’s organs and muscles, then remove another layer to see the human skeletal system.

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3) Long & Tall Puzzle Solar System | Ages: 3+ MSRP: $16.99 | Available: Spring 2022 This 5-foot-long puzzle creates an image that includes all of the planets in our solar system. As kids put together the 51 pieces, they will learn about the sequence of the planets.

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GAMES & PUZZLES

THE GOOD GAME CO.

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1) Cow Pie Catapults | Ages: 6+ | MSRP: $24.99 Available: Spring 2022

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Players must arrange the cows on their side of the barnyard-themed gameboard, load up the catapults with cow pies, and launch them through the air. The first player to knock over all of their opponent’s cows is the winner.

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2) Fuzzy Logic | Ages: 10+ | MSRP: $26.99 | Available: Spring 2022 In Fuzzy Logic, two teams take on pairs of mystery words, going head-to-head to see which team can correctly guess their word first. Each pair of words is related in some way, so players must aim to give clues that help their team while simultaneously hindering their opponents.

3) Bulldonkey | Ages: 10+ | MSRP: $29.99 | Available: Spring 2022 Bulldonkey challenges players to take turns shaking the martini dice shaker and calling out a number. This number can be the true value of the dice rolled, or players can attempt to earn more points by stretching the truth. The higher the number, the lower its probability, but the more it’s worth. The game comes with a stainless steel martini ice shaker, three custom dice, nine clay pokers chips, a 10-minute glass sand timer, and a magnetic flap-front box.

ULTRA PRO ENTERTAINMENT 1) Pokémon Trainer Mission | Ages: 5+ | MSRP: $35 | Available: Fall 2022 This electronic game challenges kids to follow the Poké Ball’s instructions to discover the Pokémon all around them. Kids will jump, crawl, and climb to find the hidden creatures in the sky, on the floor, and more. Kids can check off any of the 40 missions on their Trainer Map, and learn facts about the 65 Pokémon they can catch. The screen-free 1 game guides players through voices, music, lights, and movement.

2) Pokémon Trainer Challenge | Ages: 4+ | MSRP: $20 | Available: Fall 2022 Kids can put their Pokémon knowledge to the test with this electronic game. The questions start off easy, but the more correct answers kids give, the more challenging the game gets. Kids can try to break their own record of consecutive right answers, and evolve from junior to senior to master trainer.

The game features 200 questions and 75 Pokémon and takes about 15 minutes to play.

3) Pokémon Trainer Guess: Sinnoh Edition | Ages: 6+ | MSRP: $25 Available: Fall 2022

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With Pokémon Trainer Guess, kids can think of a Pokémon from the Sinnoh region, answer “yes or no” questions, and the electronic game ball will guess the Pokémon. The game uses speech-recognition technology, so kids can talk to the Poké Ball and it will understand and respond.

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HASBRO 1) Jenga Maker | Ages: 8+ | MSRP: $20.99 | Available: Now Jenga Maker is a frantic twist on classic Jenga gameplay. Players divide into teams and race to build their Jenga object using the wooden blocks. One teammate describes the setup shown on the card, and guided only by their description, the other players rush to build and crown their creation. If a team builds their structure wrong or makes the object fall, they have to start over again. The first team to complete and crown three builds wins the game. The game features beginner and advanced levels.

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2) Monopoly Discover | Ages: 4+ | MSRP: $20.99 | Available: Now This educational, double-sided gameboard features two levels of play, so players can decide which level is right for them. One side focuses on counting and matching, recommended for kids ages 4-5. The other side of the board features more advanced play, focusing on reading and simple math, recommended for kids ages 6 and up. Gameplay in each level is inspired by classic Monopoly gameplay and uses its own set of Monopoly money, cards, and rules.

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JAKKS PACIFIC 1) Temple Raider | Ages: 8+ | MSRP: $29.99 | Available: Fall 2022 From Jakks Pacific’s new line, Jakks Wild Games, this adventure game challenges 2-4 players to race against one another to get priceless relics removed from the last of the ancient pyramids as an active volcano releases lava that could slow them down. The first player to emerge from the temple with all of their relics wins the game.

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2) K.O. Corral | Ages: 8+ | MSRP: $19.99 | Available: Fall 2022 In this western-themed game, players take on the role of a legendary bounty hunter to stop a host of villains and outlaws. Players roll the dice to gain bullets, and if they take down the bad guys, they’ll receive the rewards listed on the wanted posters. The first player to collect all the gold wins the game.

3) Galactic Jaxx | Ages: 6+ | MSRP: $19.99 | Available: Fall 2022 The classic game of Jacks has been reinvented as Galactic Jaxx. Players bounce the ball and grab the correct number of Jaxx to match the colors on their spacethemed constellation card. Players score points when they match all the colors and complete their card, and the first player to reach 15 points wins the game.

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2022 TOY LAUNCHES

GAMES & PUZZLES

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THAMES & KOSMOS 1) Catch the Moon | Ages: 8+ | MSRP: $34.95 | Available: Summer 2022 In this stacking game, players take turns rolling a die to determine how they must place their wooden ladder — touching another ladder, touching two other ladders, or as the highest point on the pile. If a player’s ladder causes the structure to collapse, they are given raindrops. The player with the fewest number of raindrops at the end wins the game.

2) EXIT: The Game | Ages: 10-12+ | MSRP: $17.95-27.95 | Available: Spring 2022 Thames & Kosmos will add to its EXIT: The Game series of escape3 room-style games this year with new titles, starting with EXIT: Nightfall Manor and EXIT: The Return to Abandoned Cabin. Nightfall Manor features four jigsaw puzzles that players must piece together to help solve a series of riddles; uncover the mysteries of this eerie, dark castle; and save a friend. The Return to Abandoned Cabin is a sequel to the first EXIT game title, in honor of the series’ fifth anniversary. This summer, EXIT: The Lord of the Rings — Shadows Over Middle-earth will become the first licensed title in this game series. It will feature characters and events inspired by the popular franchise and will launch alongside the new TV series The Lord of the Rings: The Rings of Power.

3) Creatto | Ages: 8+ | MSRP: $8.95-32.95 | Available: Spring/Summer 2022 This spring, Thames & Kosmos will expand its Creatto line of light-up, 3D puzzles with three full-size kits: Flashy Fish & Silly Swimmers, Twilight Rocking Horse & the Giddyup Gang, and Sunshine Sabertooth & Ferocious Friends. Each of these kits includes assembly instructions for four different configurations, which kids can create by weaving together the flexible, interlocking plastic tiles. The line will also welcome some new, smaller, two-in-one kits in two themes: Barnyard Buddies (available in the spring) and Holiday Classics (available in the summer).

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MASTERPIECES 1) NASA Outer Space Matching Game | Ages: 3+ MSRP: $9.99 | Available: Spring 2022 This game includes 18 matching pairs featuring images courtesy of NASA. Players will spread out the pieces face down and then flip two on each turn to see if they can get a match.

Whichever player collects the most matches by the end of the game is the winner.

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SPIN MASTER Rubik’s Apprentice | Ages: 8+ | MSRP: $7.99 Available: Fall 2022 The easiest Cube in the lineup, Rubik’s Apprentice is designed to make the Rubik’s Cube more accessible and serve as an introduction to cubing. Kids can slowly graduate through three levels of difficulty with practice and develop muscle memory and problem-solving skills.

2) 60-piece NASA Solar System Glow-in-the-Dark Puzzle | Ages: 5+ | MSRP: $12.99 Available: Spring 2022 This glow-in-the-dark Solar System Puzzle helps teach kids about the planets. Kids can learn the names of all the planets as they put together this puzzle, then watch it glow in the dark. It includes a full-color insert with facts about the solar system. The random-cut pieces are made of thick, recycled puzzle board.

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MINDWARE Easter Fun Scratch and Sniff Puzzle | Ages: 5+ MSRP: $15.95 | Available: Spring 2022 Kids can scratch the seven scented pieces of this 76-piece Easter puzzle to release holiday aromas of chocolate, marshmallow, and candy. Then, kids can assemble the pieces into a colorful scene depicting the Easter Bunny driving a candy-themed car.

CRA-Z-ART Kodak Premium Puzzles | Ages: 8+ | MSRP: $4.99-19.99 Available: Now Puzzle enthusiasts can assemble challenging puzzles that feature bright, vibrant photography from the Kodak archives.

The puzzles are available in 100-1,500-piece counts for younger kids and beginners to experienced puzzlers.

SMART TOYS & GAMES

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1) SmartGames Penguins Huddle Up | Ages: 6+ | MSRP: $24.99 Available: Spring 2022 In this competitive game, players must use planning and flexible thinking to protect their penguin families from the cold, while blocking opponents from doing the same. The first player to successfully create a huddle wins the game.

2) SmartGames Horse Academy | Ages: 7+ | MSRP: $24.99 Available: Spring 2022

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SmartGames Horse Academy challenges players to create a path for their horses to jump through and reach the finish line.

This game features 80 challenges.

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3) SmartGames IQ Stixx | Ages: 3+ | MSRP: $14.99 Available: Spring 2022

This single-player game challenges kids to use concentration and problem-solving skills to fit the horizontal and vertical pieces on the board. The game includes 120 challenges in a closable, travel-friendly case for on-the-go play.

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2022 TOY LAUNCHES

GAMES & PUZZLES

SOCIALLY TWISTED GAMES Socially Twisted (Friends & Family, Kids) | Ages: 8+ | MSRP: $19.99 each Available: Now This party card game gives players 60 seconds to create a story.

Each player is dealt four red story cards, four blue word cards, and four yellow winner cards. Players draw a story card and a word card and must incorporate the six words featured on the word cards in their story. At the end of each round, everyone votes on the best story and the winner receives the yellow card. The player with the most yellow cards at the end wins the game. The game is available in two versions: Friends & Family Game or Kids Game.

PLAYMONSTER The Magical World of Disney Trivia Game Ages: 6+ | MSRP: $34.99 | Available: Spring 2022 Disney fans of all ages can go on an adventure through time with 2,000 trivia questions spanning nearly 100 years of Disney history, from the very first Walt Disney production to modern Disney and Pixar titles. This high-quality collector’s board game features a premium, black-on-black box with a matte finish. The game also includes hand-sculpted, golden game pawns that are scaled representations of fan-favorite characters.

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MATTEL 1) UNO All Wild | Ages: 7+ | MSRP: $5.99 | Available: Spring 2022 In this fast-paced, unpredictable version of UNO, there’s no number or color matching like in regular UNO. Instead, each card in the game is wild and special action cards change the game. There’s a Wild Skip Two card that allows players to skip two other players instead of the traditional one, a Wild Forced Swap card that lets players exchange entire hands, and more.

2) Phase 10 40th Anniversary | Ages: 7+ | MSRP: $14.99 Available: Spring 2022

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Phase 10 is a rummy-style card game with a twist. The object of the game is to be the first player to complete 10 varied phases, such as two sets of three, one run of seven, or seven cards of the same color. The twist is that players must complete each phase in order, meaning they can’t advance to phase two until they’ve completed phase one.

The first person to complete all 10 phases wins the game. This special edition celebrates the 40-year anniversary of Phase 10 with a keepsake box and cards, as well as a letter from the game’s creator, Kenneth R. Johnson.

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TALKIN’ TOYS

WREBBIT3D CELEBRATES 30 YEARS OF 3D PUZZLES

The Toy Book chats with Wrebbit3D President Jean Théberge about the company’s evolution over three decades and what’s in store for the anniversary.

The Toy Book: Congratulations on celebrating 30 years of 3D jigsaw puzzles!

How do you think your puzzles have changed the toy industry?

Jean Théberge: Wrebbit3D’s former president, the late Paul Gallant, invented the concept back in the early ’90s. A Canadian invention, the original 3D puzzle has revolutionized the category by creating this totally new segment of puzzles that have captured the imaginations and hearts of millions of people everywhere.

More than 30 million 3D puzzle units designed and developed by the original Wrebbit3D team were sold around the world, generating retail sales of more than $1 billion during the initial period from 1991-2005.

Since then, other companies in Europe and Asia have jumped into this subcategory and created other brands of 3D puzzles — or 3D assembly kits — made from different materials. Wrebbit3D distinguishes itself by using a foam material that allows for sturdy 3D assembly.

TB: How has Wrebbit3D evolved over the last three decades?

JT: Wrebbit3D has evolved considerably as a brand with a wide assortment of classic and licensed 3D puzzles. Wrebbit3D puzzles are still at the forefront of the category, with unparalleled 3D elements and detailed illustrations setting Wrebbit3D apart in a class of its own. We continue to preserve and perpetuate Gallant’s dream by bringing the highest possible challenge to puzzle fans and collectors.

TB: Wrebbit3D has added many licensed products to its line throughout the years. What goes into choosing which licensed properties to work with?

JT: Initially, we focused on a classic theme by designing iconic buildings in 3D, but then we felt it was important to meet demand and keep up with trends by having a broader range and adding licensed

puzzles to our offering.

From the start, Wrebbit3D has always associated itself with the top licensed properties, such as Star Wars, Disney, and The Lord of the Rings. And now, our collection has expanded to include more properties, such as the Wizarding World of Harry Potter, Game of Thrones, Downton Abbey, Friends, and Ghostbusters.

Timing new Wrebbit3D puzzle designs with theatrical releases, selecting popular evergreen licenses, and choosing popular TV series are key elements to Wrebbit3D’s recent success.

This year, Wrebbit3D expands its Wizarding World of Harry Potter collection with Gringotts Bank.

Source: Wrebbit3D

TB: You recently introduced a new direct-to-consumer website from which people in the U.S. and Canada can purchase puzzles. What led to this decision and how has this been received?

JT: It has been only a few weeks, but so far, it has been great! Fans are happy to be able to shop and find our complete range of available 3D puzzles in one convenient place.

Consumer habits have been evolv-

ing throughout the last few years, and the pandemic accelerated this transition even more. E-commerce is extending its roots into the routine of more and more shoppers. We felt that we could offer a seamless experience for puzzlers who frequently visit our website, adding the option to purchase new puzzles on top of accessing useful resources and engaging with customer service. That’s ultimately why we decided to move ahead with the e-commerce project last fall.

We’ve also had great marketing opportunities with our licensing partners in the last few weeks. Having a single, up-to-date ecosystem to present all of our products to consumers made these opportunities possible, increasing visibility for the whole Wrebbit3D range and brand in general.

TB: What’s next for Wrebbit3D in 2022? Can you give us a sneak peek of any new models?

JT: This year, we will expand our broad range of Wizarding World 3D puzzles with Gringotts Bank. This set is the fifth puzzle to join the famous shops in our Diagon Alley Collection, which currently includes Ollivander’s Wand Shop, Quality Quidditch Supplies, Madam Malkin’s, and Weasleys’ Wizard Wheezes.

As you know, 2022 is the year of celebrations! It marks the 30th anniversary of the invention of the original 3D puzzle, and the 10th anniversary of Wrebbit3D’s relaunch in 2012. As such, we are introducing a new logo and branding.

Plus, to commemorate the 30th anniversary, Wrebbit3D will introduce the Château Frontenac 3D puzzle this spring, based on the iconic building located in the historic Quebec City.

Throughout the year, fans can watch for a variety of special events that will take place to help make the celebration even more memorable for all of our fans.

Stay tuned for more surprises! »

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PROPERTY PROFILE

ALIX KUBDEL

ZOE LEE

Alix is the best at everything she puts her mind to, whether it’s school, sports, or friendships. Above all, she’s a committed rebel who stands for gender equality. Alix is the holder of the Miraculous of the rabbit, which grants the power of evolution. With the help of her Kwami Fluff, she transforms into Bunnyx.

Zoe is a rebel who stands up against injustice. She is the true holder of the Miraculous of the bee, which grants the power of action. With the help of her Kwami Pollen, she transforms into Vesperia.

FUN

COMING SOON FROM PLAYMATES TOYS

FACTS!

Main character Marinette Dupain Cheng’s name means: Marinette — one who rises; Dupain — of the bread; Cheng — to make. So, her name literally means “one who rises to make bread.”

Miraculous Heroez Fashion Dolls | Ages: 4+ | MSRP: $16.99 | Available: Fall 2022

Mrs. Agreste (Adrien’s mom) disappeared and has never been seen in the show except for in pictures. Fans may find out what really happened to her sometime this year!

In the show, the Miraculous and Kwami have been around for thousands of years, dating back to ancient Egyptian times.

The name Kwami comes from the Chinese word “Quantic Kami,” meaning “Spirit/God.”

Playmates Toys expands the Heroez doll line with new characters, including Vesperia, Bunnyx, and Ladydragon from Miraculous World: Shanghai, The Legend of Ladydragon. Dressed in their signature outfits, each 10.5-inch action doll features 15 points of articulation and packaging that matches their look.

Miraculous Kwami Surprise Ages: 4+ | MSRP: $4.50 Available: Fall 2022 There are 19 total Kwami to collect, so kids can feel like they’re the guardians of the Miraculous. The collection includes rare chase figures sculpted in translucent glitter material. Each Kwami collectible is sculpted with its miraculous jewel.

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MIRACULOUS TALES & TOYS The Toy Book caught up with Georgia Manolas Walker, vice president of marketing at Playmates Toys, to discuss the Miraculous: Tales of Ladybug & Cat Noir series and new toys based on the show.

Toy Book: What is it about Miraculous: Tales of Ladybug & Cat Noir that makes it appeal to kids, teens, and adults?

Georgia Manolas Walker: Jeremy Zag had a passionate vision to tell: a catch 22 love story that talks to everyone through gorgeous animation, relatable storytelling, and iconic characters. Miraculous Ladybug is the only transforming, classic-style, superhero girl on TV and in merchandising in the western markets.

Miraculous differentiates itself as a modern-day story of two young, transforming superheroes and features a blend of genres, including action, comedy, and romance. Relationship dynamics, secret identities, intriguing villains, and a diverse cast of characters keep the audience wanting more. The depth of the series’ character plots, combined with sophisticated animation and mythical lore, attracts a robust fanbase of all ages.

TB: What can fans of the show look forward to in the year ahead?

GMW: This year will be an exciting one for Miraculous. The animated action musical feature film will be released.

There are several important initiatives in the works to support the launch that have not yet been announced, but I can share that there will be a global promotional program with a leading quick-service restaurant company, and there will be co-branded partnerships with some of the most influential companies around the world for numerous consumer products categories. The movie is a great opportunity to further engage family audiences with the Miraculous brand.

In addition to the toy line, ZAG has also signed multiple new licensing partners with products rolling out throughout the year, providing countless options for fans to engage with the brand.

The fifth season of the series is currently in production, with new episodes launching later this year. We are also anticipating the announcement of a new Miraculous Ladybug spin-off series.

TB: Why is it important that the characters of Miraculous: Tales of Ladybug & Cat Noir are so relatable for teens?

GMW: The characters have fears and feelings inspired by the challenges teens face, including family, friendships, and love. Their powers help them not only to fight supervillains, but also — and more importantly — to grow.

Teens are often dismissed because of their young age, but in Miraculous, they have the power to speak up and the space to develop. For example, Marinette is a normal teenager with a normal life, and fans are able to experience her journey as she pushes past her fears to discover and transform into her alter ego Ladybug, a relatable heroine who sets up a positive, strong persona with the ability to transform the world she lives in. She represents the awkward teen-turned-superhero in us all.

Adrien, who’s been sheltered by his father his whole life, finds himself becoming more courageous as Cat Noir.

The characters have fears and feelings inspired by challenges teens face, including family, friendships, and love. Their powers help them not only to fight supervillains, but also — and more importantly — to grow.

TB: How do Playmates and ZAG Lab incorporate the animation’s CGI look into its toys?

GMW: This property lets Playmates Toys shine in areas in which we already have a long history: dolls and action figures.

Together with ZAG Lab, we’re able to

adapt ZAG’s stunning CGI animation into the line’s entire look. We work very closely with the director of the series, Jeremy Zag, to start with the actual animation files and adapt them to the toys.

Translating the beauty of the CGI was our top priority.

TB: In what ways have the Miraculous toys changed as the series itself has evolved throughout the years?

GMW: The most important thing for toymakers is to be able to understand what fans love the most about the content and the characters, and to be able to translate that into toys. Understanding that the series is not about one character was critical. It is about knowing that all the Friends and Heroez alongside Ladybug are what create the powerful Miraculous Universe.

TB: Which products are the most popular with fans? What products are you most excited about for this year?

GMW: The Miraculous Heroez Fashion dolls are a big hit, which includes all of the main characters: Ladybug, Cat Noir, Rena Rouge, Queen Bee, and their magical Kwami. As new episodes in Season 4 continue to air, we are being introduced to new characters. We’re excited to continue to expand the Heroez doll line with these new characters, including Vesperia and Bunnyx, as well as Ladydragon from the Miraculous World: Shanghai, The Legend of Ladydragon special, which is streaming now on Disney+.

Magic and transformation are important to the storyline and we will continue to incorporate that magic in innovative ways, just like in the show. The fashion flip segment with reversible sequins that transform outfits with the flip of a finger will be everywhere this year, and we’re also very excited to extend the line into vehicle play with the Ladybug Lucky Charm transforming scooter. Kids can press the dot on Ladybug’s yo-yo to magically transform it into a scooter. » toybook.com | FEBRUARY 2022 | THE TOY BOOK 253

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2022 TOY LAUNCHES

DOLLS & PLUSH

HASBRO Baby Alive Glam Spa Baby | Ages: 3+ | MSRP: $20.99 Available: Now

HUNTER PRODUCTS Big Big Baby | Ages: 3+ | MSRP: $29.99 | Available: Fall 2022 Kids can break open a shiny balloon, pull a string, then watch the Big Big Baby doll expand up to three times its size. The soft doll features more than 25 sounds and reactions and comes with an interactive pacifier, a toy, a bottle, a baby album, and a sticker sheet.

This 12.9-inch baby doll features a pink, molded swimsuit and a themed headband. It also comes with unicorn-themed spa accessories, such as a towel wrap, a doll mask, a pretend nail polish bottle, and a comb that kids can use to brush and style her hair.

MATTEL

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1) Barbie Extra Minis Assortment | Ages: 3+ | MSRP: $12.99 Available: Spring 2022 Barbie Extra Minis are smaller, 5.5-inch versions of the Barbie Extra fashion dolls. Each poseable doll features extra-long rooted hair, colorful outfits, and over-the-top accessories.

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2) Barbie Fashionistas | Ages: 3+ | MSRP: $9.99 Available: Spring/Fall 2022 With more than 170 looks, the Barbie Fashionistas line features dolls with a variety of skin tones, eye colors, hair colors and textures, body types, and fashions. New additions to the line include a Ken doll with vitiligo and a Barbie doll with a behind-the-ear hearing aid.

3) Barbie & Ken Fashionistas Wheelchair Doll Assortment Ages: 3+ | MSRP: $19.99 | Available: Spring/Fall 2022

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This assortment features several different Barbie Fashionista dolls available with wheelchairs, including Barbie and Ken.

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BBC 1) Dance & Play Bluey (Moose Toys) Ages: 3+ | MSRP: $49.99 Available: July 2022

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Kids can interact with this plush Bluey that mimics motions and sounds from the animated series. Bluey features three activities: talking, singing, and dancing. This plush speaks more than 55 phrases, sings four different songs, and can play three different games.

SPIN MASTER

2) School Time Basic Plush (Moose Toys) | Ages: 3+ MSRP: $9.99 each | Available: June 2022

P.Lushes | Ages: 3+ | MSRP: $9.99 Available: Spring 2022 These plush animal characters are inspired by cultures from around the world. The Runway Wave collection includes rare, limited-edition, and special-edition characters.

These plush versions of Bluey, Bingo, Winton, and Lila each wear their school backpacks.

NEOPETS Neopets 21st Year Edition 5 Piece Plushie Bundle | Ages: 6+ | MSRP: $49.99 Available: Now This Neopets plush collection features 4-inch plush key clip versions of a Royal Meepit, an Island Kadoatie, a Plushie Snowbunny, and a Rainbow Slorg and an 8-inch plush Faerie Draik. It is the first Neopets plush collection in more than a decade.

BASIC FUN! 1) Care Bears I Care Bear | Ages: 4+ | MSRP: $14.97 | Available: Spring 2022

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I Care Bear is an eco-friendly bear that encourages kids to recycle and take care of the planet. The plush bear was created using recycled materials and features colored fur that represents the land and the sea. Its packaging is made of 100% recycled paper.

2) Care Bears 40th Anniversary Care-a-Lot Bear | Ages: 4+ MSRP: $19.99 | Available: Fall 2022 The Care-a-Lot Bear commemorates the 40th anniversary of Care Bears. The special collector’s edition plush bear features a shimmery belly badge, the Care Bears 40th logo embroidered on its foot, and a certificate of authenticity.

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2022 TOY LAUNCHES

DOLLS & PLUSH

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JADA TOYS 1) BeKind 6-Inch Dolls | Ages: 3+ MSRP: $9.99 | Available: Spring 2022

SQUISHABLE Squishable Plush Assortment | Ages: 3+ MSRP: $45.99-48.99 | Available: Spring 2022 These 24-inch-tall Squishables are squishy versions of everyday products and animals. Kids can collect the new Venus Fly Trap (pictured), Happy Birthday Cake, and Stegosaurus.

Jada Toys’ BeKind line of eco-friendly dolls will expand with a new 6-inch size. There are three characters for kids to collect: Rose Avery, Turquoise Ann, and Joy Marie. Like the original BeKind dolls, each of the characters has different interests and encourages kids to be kind to the environment and to each other by going green, saving the oceans, and ending bullying.

The dolls wear eco-friendly clothing and come in reusable packaging featuring soybean ink.

2) BeKind Earth Surprise | Ages: 3+ | MSRP: $9.99 | Available: Spring 2022 Kids can open these Earth-shaped capsules — made from recycled materials — to discover a plush animal from the BeKind line. Characters include Brianna’s hedgehog Beans, Koral’s turtle Kelli Shelli, Ivy’s kitten Indigo, Nora’s puppy Nugget, and Daisy’s bunny Dash. Kids can decorate the plush pets with eco-friendly stickers.

JAZWARES 1) Pokémon Electric Charge Pikachu | Ages: 3+ | MSRP: $34.99 Available: Fall 2022

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Kids can press the 11-inch, interactive plush Pikachu’s belly to hear it talk and press and hold its head to initiate attack mode. The longer kids hold Pikachu’s head, the more powerful the attack becomes.

2) Cabbage Patch Kids 9-inch Collectible Cuties: Space Friends | Ages: 18 MOS+ MSRP: $11.99 | Available: Fall 2022

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The Cabbage Patch Collectible Cuties: Space Friends assortment features six 9-inch, space-themed dolls. Kids can choose from Aries the Alien, Cosmo the Kitty, Venus the Hippo, Nova the Koala, Mercury the Monkey, and Pluto the Penguin. Each doll features a brightly colored onesie with space prints.

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2022 TOY LAUNCHES

DOLLS & PLUSH PLAYMATES TOYS Miraculous The Movie: Ladybug Fashion Dolls | Ages: 4+ MSRP: $16.99 | Available: Fall 2022 The 10.5-inch Miraculous Ladybug and the 11-inch Cat Noir fashion dolls feature new sculpts and deluxe superhero outfits as seen in the upcoming Miraculous feature film. Each doll has 15 points of articulation and comes with an exclusive accessory inspired by a pivotal scene in the movie.

SPORT BIGS Sport Bigs | Ages: 3+ | MSRP: $99 | Available: Now These talking plush toys are designed to celebrate women in sports. The line includes 18-inch dolls based on professional female athletes Rebekkah Brunson, Lori Lindsey, and Lisa Fernandez. The dolls feature weighted feet so that they can stand on their own. Kids can press a button on the dolls’ stomachs to hear a variety of inspirational phrases.

MOOSE TOYS 1) Little Live Pets Mama Surprise | Ages: 4+ | MSRP: $64.99 | Available: Fall 2022 This interactive pet guinea pig features soft fur and makes more than 30 sounds. When the heart of the mama guinea pig begins to glow, it’s time for kids to place her back in her hutch among the nesting material. Kids can go to sleep and wake up to a different, new guinea pig baby for three consecutive days. Each baby is delivered with its own special care package and themed accessories in rock ‘n roll, preppy, and princess styles.

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2) Little Live Pets Chameleon | Ages: 4+ | MSRP: $15.99 | Available: Now

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Soft and squishy Sunny the chameleon responds to love and attention with more than 30 sounds and reactions, along with a full body of color-changing rainbow lights that reflect its mood. When kids switch the toy to “party mode” and play music, Sunny flashes to the beat. It also features suction cup feet.

3) Sweet Seams | Ages: 5+ | MSRP: $9.99-19.99 | Available: Now Each of these story-in-a-box playsets includes a 6-inch, rag doll-style soft plush with a yarn hairstyle, dangling arms, and a classic Disney character outfit. The packaging includes a story and a backdrop scene. There are 12 sets in total, including Princess Tiana, Ariel, Mickey Mouse, and more.

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2022 TOY LAUNCHES

DOLLS & PLUSH PICCOLI HORSES

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1) Fox | Ages: 3+ | MSRP: $24.95 | Available: Now This plush fox has embroidered blue eyes and soft faux fur in black, chestnut, white, and gray. It is filled with 100% recycled cotton.

2) Donkey | Ages: 3+ | MSRP: $24.95 | Available: March 2022 The advent donkey features a cross on its back and flexible ears that bend up and down. It comes with a journal that kids can use to celebrate acts of kindness leading up to Christmas.

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3) Garden Group | Ages: 0+ | MSRP: $14.99 | Available: March 2022 The Garden Group assortment includes a bat, a butterfly (pictured), a bee, and a chicken. Each plush animal comes with a book that explains its purpose in the garden. The window box set includes kid-size gloves, a rake, and a trowel.

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MGA ENTERTAINMENT 1) L.O.L. Surprise! Queens O.M.G. Fashion Dolls | Ages: 4+ | MSRP: $29.99 Available: March 1 Each of these dolls comes with multiple fashion looks and 20 surprises for kids to unbox. There are four characters in the collection: Runway Diva, Sways, Prism, and Miss Divine.

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2) Rainbow High Pacific Coast Hali Capri | Ages: 6+ | MSRP: $31.99 Available: Now

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Hali Capri is a student at the fictional Pacific Coast High. This articulated doll comes with an outfit and poolside accessories, including an embroidered beach hat, a tote handbag, sunglasses, and a coordinating terry cloth beach towel. The doll also features a pair of interchangeable legs that snap at the knees.

3) Mermaze Mermaidz Color Change Fashion Dolls | Ages: 4+ MSRP: $32.99 | Available: March 1 Kishiko, Jordie, Harmonique, Riviera, and Shellnelle are mermaid dolls with different personalities and talents. When kids submerge the dolls in warm or cold water, the sculpted tail will change colors.

The tails double as a stand when kids bend the fin 90 degrees. The dolls feature inset eyes and lashes, as well as colorful mermaid-inspired hair. Each doll comes with a removable top, a jacket, a purse, and jewelry.

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2022 TOY LAUNCHES

DOLLS & PLUSH

CEPIA 1) Cats vs Pickles Reversibles | Ages: 4+ MSRP: $14.99 | Available: Spring/Fall 2022 Cats vs Pickles Reversibles are twoin-one, flippable plush characters. These soft and squishy, 6-inch characters are fully reversible, with a cat on one side that kids can flip inside out to reveal a pickle.

There are 12 styles for kids to collect.

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2) Cats vs Pickles Chonks | Ages: 4+ | MSRP: $9.99 (each) Available: Spring/Fall 2022 Cats vs Pickles Chonks are super chunky, bean-filled cats available in designs such as Alphacat Soup or Ramen Cat. Kids can choose from mystery bags or open box packs.

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JAKKS PACIFIC 1) Haribo Plush Collection | Ages: 3+ | MSRP: $4.99-19.99 | Available: Now Inspired by Haribo gummy candy, this scented plush collection comes in jumbo, regular, and mini sizes. The Haribo Mini Plush are available in packs of two or five.

2) Disney Princess Playdate Collection | Ages: 3+ MSRP: $69.99-124.99 | Available: Fall 2022

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Playdate Tiana (pictured) and Rapunzel are 32-inch dolls that are fully articulated at the neck, shoulders, elbows, wrists, hips, and knees. Each doll comes in a reusable package and includes a variety of the Disney Princess’ signature accessories. The Playdate Maximus horse stands more than 2 feet tall and features sound, movement, and changing facial expressions.

3) Disney Princess My Singing Princess & Friend Dolls | Ages: 3+ | MSRP: $29.99 Available: Fall 2022

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These dolls say signature phrases, play music, and come with accessories inspired by the Disney Princesses. There are five sets in the collection: Rapunzel & Pascal, Ariel & Flounder, Moana & Pua, Tiana & Prince Naveen, and Jasmine & Raja (pictured).

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2022 TOY LAUNCHES

DOLLS & PLUSH 1

MADAME ALEXANDER DOLL CO. 1) Sweet Smiles — Cuddly Koala | Ages: 3+ | MSRP: $39.95 Available: Spring 2022 The Sweet Smiles collection expands with the Cuddly Koala, which is a soft, 14-inch doll with a koala on its outfit.

2) It’s All Me Dolls | Ages: 3+ | MSRP: $49.95 Available: Summer 2022 These 8-inch, articulated dolls are available in six accessory-packed mash-up themes that reflect kids’ many interests and talents.

3) Baby Cuddles — Pink Floral | Ages: 3+ | MSRP: $49.95 | Available: Summer 2022 These 14-inch baby dolls are available in different skin tones and wear pink, floral-themed outfits.

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IMC TOYS 1) Cry Babies Fun ‘n Sun | Ages: 18 MOS+ | MSRP: $19.99 | Available: Spring 2022 The waterproof Ella and Allie dolls each sport water-themed gear, including a strawberry-print bathing suit and a pool float. When kids place them in water, the dolls’ swimsuits reveal a design, and when kids place them in the sun, freckles will appear on their faces. Like all Cry Babies, these dolls will cry real tears. Each doll is approximately 10 inches tall and includes six accessories: a swimsuit, a hat, sunglasses, a float, a pair of sandals, and a pacifier.

2) Cry Babies Tiny Cuddles Happy Flowers | Ages: 18 MOS+ | MSRP: $9.99 Available: Spring 2022 Each of the five dolls wears personalized, flower-themed pajamas and features a soft and lightweight body. Rose, Ava, Mila, Sophia, and Sakura are each 9 inches tall and comes with a matching pacifier.

KLUTZ Craft & Snuggle: My Pet Unicorn | Ages: 4+ MSRP: $19.99 | Available: Spring 2022 This kit comes with a plush unicorn, an adoption certificate, and craft supplies that kids can use to create an assortment of accessories. Kids can decorate the unicorn’s satin tutu with glittery felt stickers, make the unicorn a necklace and a fuzzy flower crown, thread beads to make a matching bracelet for themselves and their unicorn, and make a mini purse in which they can carry all of their projects and materials.

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THE LOYAL SUBJECTS

2022 TOY LAUNCHES

For Keeps | Ages: 4+ | MSRP: $12.99-16.99 Available: Spring 2022

DOLLS & PLUSH

The For Keeps line expands with new 5.5-inch dolls that continue the brand’s message of positive thinking, love, and acceptance. The new characters add more inclusivity, representing communities that kids live in.

TOMY Club Mocchi- Mocchi- | Ages: 3+ | MSRP: $32.99 each | Available: Now TOMY expands its Club Mocchi- Mocchi- plush pillow toy collection with a variety of new pop culture characters. The new designs include an inhaling Kirby (pictured), Timmy/Tommy (pictured) and Celeste from Animal Crossing, Chain Chomp and Toad (pictured) from the Super Mario world, and Knuckles from the Sonic video games.

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1) Fruit Basket Barry | Ages: 2+ | MSRP: $34.99 | Available: June 2022 This plush monkey holds a blue basket filled with fruit, including an apple, a banana, a watermelon, and an orange. Kids can toss the fruit into the monkey’s basket as he twirls around to the song “Apples and Bananas.”

2) Wawa | Ages: 0+ | MSRP: $19.99 | Available: March 2022 Wawa the magical frog prince is a bright green, soft, and huggable plush toy. There are four additional versions of Wawa available: strawberry, riceball, bumblebee, and fairy unicorn.

3) Smuzzies | Ages: 0+ | MSRP: $11.99 | Available: June 2022 Smuzzies are soft plush characters with large muzzles and round bodies. Kids can choose from the Neon Jungle collection that features jungle animals or the Fruit Salad collection (pictured) that features animals dressed as different fruit.

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2022 TOY LAUNCHES

DOLLS & PLUSH 1

PMI 1) Brawl Stars 12-inch Plush | Ages: 8+ | MSRP: $14.99 | Available: Spring 2022 These soft plush characters stand 12 inches tall. Kids can choose from four different Brawlers, each sold separately.

2) Gang Beasts Stretchable 15-inch Plush | Ages: 8+ | MSRP: $14.99 Available: Fall 2022

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This plush collection is packaged individually and comes in a range of three different colors.

Just like the characters in the Gang Beasts video game, the plush wear onesie outfits that feature the red cat, the blue bear, or the green dinosaur (pictured).

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3) Among Us Series 2 Huggable 12-inch Plush Ages: 8+ | MSRP: $14.99 | Available: Spring 2022 These 12-inch plush are available in four different characters from the popular game Among Us.

JUST PLAY

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1) Disney and Pixar Turning Red Many Moods of Red Panda Mei Animated Feature Plush | Ages: 3+ | MSRP: $24.99 | Available: March 2022 Kids can press the 12-inch Red Panda Mei’s hand to hear music inspired by the Disney and Pixar film, as well as phrases like “I’m calm!”

When kids squeeze the creature’s belly, it will raise its arms and growl.

2) Disney and Pixar Turning Red Deluxe Meilin Doll | Ages: 3+ MSRP: $19.99 | Available: March 2022 Kids can experience an entire range of emotions with this 6-inch doll that features 2 two-in-one outfits. Kids can play with Meilin Lee dressed in a red sweater, a skirt, and sneakers, then dress her in the fuzzy Red Panda Mei outfit and the soft, sculpted mask. The doll features five points of articulation so kids can create action poses.

3) That Girl Lay Lay Freestylin’ Fashion Doll Ages: 6+ | MSRP: $19.99 | Available: Spring 2022 The That Girl Lay Lay Freestylin’ Fashion Doll comes dressed in a varsity jacket, running pants, and mix-and-match shoes. Kids can decorate her outfit with patches and style her hair.

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2022 TOY LAUNCHES

DOLLS & PLUSH

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THE FRESH DOLLS 1) The Fresh Dolls Career Collection | Ages: 3+ MSRP: $29.99 | Available: Now

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This collection celebrates women of color with three fashion dolls, including Mia (pictured), one of the world’s finest surgeons; Navaeh, president of the U.S. heading to a security briefing; and Luna, a beloved teacher preparing to inspire students with next week’s lesson plans. The dolls feature custom-blended skin tones that represent multicultural people from around the world. The dolls are 11.5-inches tall and come packaged together as a trio.

2) Positively Perfect Divah Dolls — Kennedy | Ages: 3+ MSRP: $39.99 | Available: Now These soft dolls are made with an authentic variety of skin tones and physical features that encourage kids to love themselves. Kennedy features bouncy curls and a custom-blended complexion.

BATTAT 1) Our Generation Emily and Let’s Have a Party! | Ages: 3+ | MSRP: $34.99 Available: Spring 2022 This poseable, 18-inch doll has green eyes that open and close and long blonde hair that kids can style. She comes with eight storytelling accessories and a colorful chapter book.

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2) Glitter Girls Milla & Milkyway with Horse Stable Ages: 3+ | MSRP: $99 | Available: Spring 2022

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This set includes a 14-inch doll named Milla, a horse named Milkyway, and a 25-piece Glitter Girls Stable playset. Kids can use the included accessories to brush and style Milkyway’s mane.

3) Our Generation Imani | Ages: 3+ | MSRP: $24.99 Available: Spring 2022

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Parents can help to ease kids’ minds about trips to the dentist with this 18-inch doll that features a heart-print outfit, brown eyes that open and close, wavy brown hair, and braces on her teeth.

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SUNNY DAYS ENTERTAINMENT 1) Honey Bee Acres Back to School Pals | Ages: 3+ | MSRP: $19.97 | Available: Fall 2022 Back to School Pals is a set of nine poseable, flocked figures that wear brightly colored school outfits. Misty and Coco lead the team’s cheers as they root for Leo and Calvin, while Willow and Hoot score. Plus, Pippa, Shadow, and Lulu are waving in the stands.

2) Honey Bee Acres The Daydreamers Unicorn Family | Ages: 3+ | MSRP: $9.94 | Available: Fall 2022 The Daydreamers family includes parents Finn and Bella, daughter Willa, and baby Twinkle. Each poseable, flocked figure wears a removable, printed outfit. Kids can pretend Willa and her dad Finn are picking lilac bouquets as a surprise for her mom, Bella.

3) Honey Bee Acres The Cloverberrys Cow Family | Ages: 3+ | MSRP: $9.94 | Available: Fall 2022 The Cloverberry family includes four figures: parents Ollie and Lily, daughter Buttercup, and baby Pepper. This family loves the outdoors and playing at Pollywog Creek.

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2022 TOY LAUNCHES

OUTDOOR & ACTIVE

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BESTWAY 1) H2OGO! Royal Splash Mega Water Park | Ages: 5+ | MSRP: $298 Available: Spring 2022 This water park features a curved slide with a shower sprayer, a splash pool with a fort play area, a climbing wall, a point-and-shoot water blaster, and more. The park inflates in two minutes with the included pump and comes with two inflatable swords for dueling. The climbing wall has padded grip handles and the tower features mesh walls for added safety.

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2) H2OGO! Wonderworld Blobz | Ages: 3+ | MSRP: $24.98 Available: Spring 2022 This 9-foot-10-inch by 6-foot-7-inch interactive, squishy playmat is decorated with a world map, complete with animal illustrations and other graphics.

Adults can fill the mat with water using the convenient top nozzle.

3) H2OGO! Sponge Soakers Triple Slide | Ages: 3+ | MSRP: $29.97 | Available: Spring 2022 This 16-foot slide features three lanes that all end in a splash pool. The built-in sprinklers are designed to keep the lanes slick so kids can slide down on the included, inflatable surf riders. The slide also features two additional sprinklers to run through or jump over and 12 reusable sponge soakers that kids can soak and throw. Kids can also use the surf riders as shields to block the sponge soakers for more active play ideas.

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NSI INTERNATIONAL 1) All-Pro Passer | Ages: 8+ | MSRP: $49.99 | Available: Now Programmed with the skill, timing, and accuracy of a professional quarterback, the All-Pro Passer throws a perfect spiral every time. It launches the included football more than 25 yards and features nine different passing zones. Kids can play one-on-one, with multiple players, or practice catching on their own.

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2) Laser X Revolution Ultra Long Range Double Blasters | Ages: 6+ | MSRP: $49.99 Available: Now The beams from these laser blasters go through windows and strategically bounce off walls and mirrors to hit opponents. They can blast from more than 500 feet away and feature an interactive voice coach that offers tips and tricks throughout the game. Kids can light up their blaster with more than 20 different team colors.

3) Laser X Revolution Micro B2 Blasters | Ages: 6+ | MSRP: $19.99 | Available: Now

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Kids can take these compact-size blasters anywhere. The Micro B2 Blasters send lasers up to 200 feet in darkness or in bright sunlight. Kids can light up each blaster with one of more than 10 team colors and play a game of laser tag with an unlimited amount of players by adding additional sets.

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HYPER TOY CO. 1) Hyper Cyberspin | Ages: 6+ | MSRP: $9.99 | Available: Now This budget-friendly flying toy features a lithium battery and LED lights, and comes ready to perform aerial stunts.

2) Hyper Drift Kart 24V | Ages: 8+ | MSRP: $249.99 | Available: Now Kids can go for an extreme ride with this 24-volt electric go kart.

It features multiple speed settings, a rear drift function, a steel frame for durability, a seat belt for safety, and a racing-style 2 steering wheel.

3) Riprail Jet Fuel Scooter | Ages: 6+ | MSRP: $99.99 Available: Now Skate-park ready, this scooter features a Jet Fuel paint finish, alloy core wheels, a threadless headset, and alloy gull wing handlebars.

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WOWWEE 1) Hasbro Splash Games Collection | Ages: 4+ | MSRP: $19.99 Available: Spring 2022 Classic Hasbro games get a water-infused upgrade in this new collection of outdoor toys and games. The Twister Splash Game (pictured) reinvents the classic so that when players press on one colored dot, another squirts water.

Kids can play Crocodile Dentist Splash and Operation Splash as games or run through them like a sprinkler.

2) Pop2Play Hot Wheels Collection | Ages: 2+ | MSRP: $29.99-34.99 Available: Spring 2022

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Pop2Play goes high-speed with a new collection of Hot Wheels fold-flat products created under license from Mattel. Using StrongFold technology, the Hot Wheels Indoor Slide (pictured) and Hot Wheels Car can hold up to 50 pounds and wipe clean. The slide doubles as a race track for die-cast Hot Wheels vehicles (sold separately). The car comes with eight accessories, including pretend fuel and mechanic tools for imaginative play. Each set folds flat for easy storage.

3) Pop2Play Barbie Collection | Ages: 2+ | MSRP: $29.99-59.99 Available: Spring 2022

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The Pop2Play lineup expands with a new collection of Barbie products that assemble quickly and fold flat for easy storage. The kid-size Barbie Dream Playhouse (pictured) includes a bedroom loft for Barbie, a kitchen, and doors and windows that open and close. The Barbie Indoor Slide and Barbie Camper each hold up to 50 pounds and wipe clean. The camper comes with eight accessories, including pretend sunglasses, binoculars, and play food.

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U.S. TOY CO.

2022 TOY LAUNCHES

OUTDOOR & ACTIVE

Whacky Racket | Ages: 5+ MSRP: $23.99 | Available: Now This outdoor game offers a twist on tennis and badminton. Kids can use the two mesh rackets to hit the two included, light-up Boingy Balls.

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ZURU 1) Bunch O Balloons Neon Splash | Ages: 3+ | MSRP: $8.49-21.99 | Available: Spring 2022 ZURU expands its Bunch O Balloons brand with the new Neon Splash electric rainbow color palette. Available in packs of three or eight, the eco-friendly Bunch O Balloons water balloons are made of natural latex rubber and are completely biodegradable. Kids can fill and tie 100 balloons in one minute thanks to Bunch O Balloons’ O-ring technology.

2) X-Shot FaZe Clan | Ages: 8+ | MSRP: $14.99-24.99 | Available: Now ZURU teamed up with the esports organization FaZe Clan for a pair of new foam dart blasters. Both the FaZe Ragequit (pictured) and FaZe Respawn feature a translucent design, giving kids a view of the internal mechanics. Both blasters have a firing range of 100 feet per second. The Respawn and the Ragequit come with 12 and 24 round darts, respectively.

WATERLINE TOYS

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1) Skim ‘n Score | Ages: 6+ | MSRP: $49.99 | Available: Now Skim ‘n Score is a multiplayer game in which players take turns throwing their SkimBe skimming disc toward the scoring mat to score points.

Players can attempt to score closer to the bullseye, or strategically try to block or knock their opponent off the mat. Skim ‘n Score works on water, snow, ice, grass, or turf. The set includes two SkimBe discs in different color combinations and a scoring mat.

2) SkimBe | Ages: 6+ | MSRP: $21.99 | Available: Now Waterline Toys has added two additional color options to the SkimBe collection: sky blue and lime green.

Kids can toss SkimBe discs back and forth with a friend or throw it across an icy driveway. The new SkimBe colors are available as single discs or as part of the Skim to the Pin and Skim ‘n Score combo packs.

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2022 TOY LAUNCHES

OUTDOOR & ACTIVE

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WOW SPORTS 1) Pineapple Super Slide | Ages: 3+ | MSRP: $199.99 Available: Summer 2022

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This backyard water slide measures 25 by 6 feet and features zig-zag spray patterns that run along its side. Adults can attach a standard garden hose to create a flow of water, then kids can slide down the slick surface on two included sliding sleds. For additional length, adults can attach this slide to other WOW Sports backyard slides.

2) Ice Pop Fun Slide | Ages: 3+ | MSRP: $179.99 Available: Summer 2022 This inflatable slide features a built-in soaker sprinkler that creates a wet sliding surface when adults attach it to a standard garden hose. It also has a boarding step design with handles and ballast pontoons that secure the slide when it is filled with water. The bottom of the side has an inflatable bumper for kids to land on or for easy entry into a pool.

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3) WOW Circle Water Walkway | Ages: 3+ | MSRP: $769.99 | Available: Summer 2022 Kids can create their own structures with this 20-foot, four-piece, zip-together floating island. Swimmers can climb on the individual pieces, which can hold up to 16 people when combined. The walkway features grommets to attach the inflatable pieces to a dock or boat, and adults can combine it with WOW Sports’ other Floating Playground pieces.

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TEKYGO 1) TekyGo! Junior Bouncer Bundle | Ages: 2+ | MSRP: $289 | Available: Now This indoor trampoline set combines the fun of bouncing with virtual learning.

With the TekyGo! portal, sensor, and Junior Bouncer trampoline, kids can plug, play, and jump as they learn educational concepts like word association, geography, and more by playing TekyGo! games.

2) TekyGo! Portal + Sensor Bundle | Ages: 2+ | MSRP: $159 | Available: Now

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A more affordable alternative or an option for families that already have a trampoline at home, the TekyGo! Portal + Sensor Bundle provides access to TekyGo!’s online library of educational games while using any kids’ trampoline. Adults can place the trampoline sensor under the trampoline, which the system will recognize so kids can bounce along with any TekyGo! game.

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HORIZON GROUP USA

2022 TOY LAUNCHES

OUTDOOR & ACTIVE

Chalk Alive L.O.L. Surprise! | Ages: 5+ MSRP: $7.99 | Available: Spring 2022 With Chalk Alive L.O.L. Surprise!, sidewalk chalk art transforms into an augmented reality experience. Kids can use the included yellow, white, pink, purple, orange, and teal washable sidewalk chalk to color inside the lines of the L.O.L. Surprise! stencils. Then, kids can download the free, interactive, Android- and iPhone-compatible Chalk Alive mobile app to scan their art, snap a photo, and watch the L.O.L. Surprise! drawings animate on the screen. Kids can interact with their creations and share them on social media.

DYNACRAFT Baby Shark 12-inch Bike | Ages: 3+ MSRP: $84 | Available: Spring 2022 This Baby Shark-themed bike features 12-inch wheels and can accommodate riders that are 34-40 inches tall. It features custom Baby Shark graphics on the frame, training wheels, a handlebar shield, coaster brakes, and an adjustable seat that adults can raise or lower.

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LITTLE TIKES 1) Little Tikes 3-in-1 Paint & Play Backyard Easel | Ages: 3+ | MSRP: $59.99 Available: Now With this inflatable art station, kids can color in a printed scene with paint, trace over objects and people behind the screen, or paint their own creation on the opaque panel. It includes three washable paint colors, a brush, a roller, a sponge, and stakes for the ground. The easy-clean surface allows young artists to make new creations again and again.

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2) Little Tikes 3-in-1 Splash ‘n Grow Water Table | Ages: 3+ | MSRP: $9.99 Available: Now With multiple activities, such as spinning gears, funnels, a center tower with a ball drop, and a rain shower, multiple kids can splash and play together. Adults can adjust the legs to different heights and levels, and fill the 5-foot splash pad with water for more ways to play.

The water table comes complete with two scoops and five play balls.

3) Little Tikes Totally Huge Sports Line | Ages: 18 MOS+ | MSRP: $24.99-49.99 Available: Now

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This line of large, lightweight sports equipment makes it easy for little athletes to play. It is available in basketball (pictured), soccer, T-ball, and football styles (sold separately). The collection is designed to be quick and easy to set up and keep kids active.

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2022 TOY LAUNCHES

OUTDOOR & ACTIVE

SPIN MASTER SwimWays Dry Float Collection | Ages: 15+ | MSRP: $44.99-74.99 Available: Spring 2022 Designed for teens and adults, each Dry Float features a translucent PVC material with brightly colored accents and the patented Hyper-Flate Valve technology for fast inflation and deflation. Teens can sit upright to chat in The Socializer; lie back in The Lounger (pictured); and get out of the sun in The Shadester, which features a UPF canopy.

PMI Zzzopa — Angry Birds | Ages: 5+ MSRP: $9.99 | Available: Spring 2022 With more versatility than an average ball, kids can spin, bounce, throw, and fidget with Zzzopa, which now features Angry Birds artwork.

Zzzopa has high-speed spin technology, so kids can spin it as fast as they can or use it to play a variety of games. Plus, kids can practice various tricks with the special ball. There are four Angry Birds designs available to collect.

HASBRO 1) Power Rangers Dino Knight Morpher | Ages: 5+ | MSRP: $26.49 | Available: Now This electronic role-play toy features light and sound effects inspired by Season 2 of Power Rangers Dino Fury. The Morpher’s lights and sounds are motion reactive and change as kids move. Plus, it has special elemental modes that activate when kids point it in a certain direction: down for lightning, up for fire, or straight ahead for ice. The Morpher comes with a Dino Knight key, and when kids push it into the top of the Morpher, they will unlock even more sounds inspired by the TV show.

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2) NERF Elite 2.0 Eaglepoint RD-8 Blaster | Ages: 8+ | MSRP: $20.99 | Available: Now This blaster includes an attachable scope and barrel so kids can create different blaster styles as they gear up for NERF games. Whether they want to go lean and mean with the core blaster, add the scope to line up their targets, or add the barrel for distance targeting, kids will be ready for whatever the battle may bring. Kids can fire eight darts in a row thanks to the revolving drum, plus the onboard dart storage holds an additional eight darts for quick reloading. The blaster shoots the darts up to 90 feet away and features three tactical rails to add additional NERF accessories (sold separately).

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2022 TOY LAUNCHES

OUTDOOR & ACTIVE

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LITTLE KIDS 1) Fömilator | Ages: 5+ | MSRP: $24.99-49.99 | Available: Spring 2022 The Fömilator jets out streams of thick, fluffy foam. Kids can pour the foam concentrate into the Fömilator reservoir, fill it with water, aim it, and blast foam up to 15 feet. Each package includes a Fömilator and a 4-ounce bottle of foam concentrate. Plus, the Fömilator 2 Pack comes with two Fömilators and two bottles of foam concentrate for epic foam battles.

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2) Fömalanche | Ages: 5+ | MSRP: $59.99 | Available: Spring 2022

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With the press of a button, the Fömalanche makes piles of light, airy foam for entertaining outdoor experiences, including parties, battles, or everyday adventures. Kids can add the solution and water to the reservoir and turn on the machine to create heaps of foam in minutes. The carry handle makes it easy to take anywhere or store away. Fömalanche comes with three 3.3-ounce packets of concentrate for hours of foam flow.

3) Föm Concentrate | Ages: 5+ | MSRP: $4.99 | Available: Spring 2022 Kids can fill the Fömilator and the Fömalanche up to four times with this 12-ounce refill bottle of foam concentrate.

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SUNNY DAYS ENTERTAINMENT 1) Barbie Bubble Dream Camper | Ages: 3+ | MSRP: $19.99 | Available: Spring 2022 This Dream Camper features rolling wheels so Barbie (sold separately) can cruise around in style. With the press of the button on the roof, hundreds of bubbles will fill the air as music plays. Barbie’s camper also has headlights to light the way and fill the path ahead with a bubble-filled light show. It comes with a 2.5-ounce bottle of bubble solution.

2) Maxx Bubbles Bump ‘n Go Bubble Dino | Ages: 3+ | MSRP: $19.99 Available: Spring 2022

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Outdoor playtime gets prehistoric with this walking bubble machine that moves and spins. Kids will hear the T. rex roar and watch as its eyes light up and a continuous stream of bubbles blasts out of its mouth. If it encounters an obstacle, the Bump ‘n Go Bubble Dino will turn itself around. It comes with a 4-ounce bottle of bubble solution.

3) Maxx Bubbles Super Bubble Jet | Ages: 3+ | MSRP: $14.99 | Available: Spring 2022

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Kids can create big bubbles with the Maxx Bubbles Super Bubble Jet. This automatic machine blows tons of big bubbles and comes with a 4-ounce bottle of solution. Kids can pour in the bubble solution, flip the on/off switch, and watch the stream of bubbles blow high into the air and create a bubble wonderland in seconds.

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2022 TOY LAUNCHES

OUTDOOR & ACTIVE

KESS Tie Dye Hoop | Ages: 6+ | MSRP: $6 | Available: Now This lightweight hoop is great for beginners and features a groovy, colorful design.

JAKKS PACIFIC 1) Disney Princess Castle Trampoline | Ages: 3+ | MSRP: $159.99 | Available: Spring 2022 Kids can jump in royal style inside or outside on this Disney-themed trampoline. It features a safety enclosure with a zippered opening, a 4-foot-wide metal frame, and a 34-inch jumping area. The jumping surface is secured with bungee cords; no coil springs required.

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2) Redo Stunt Scooter | Ages: 8+ | MSRP: $49.99 | Available: Fall 2022 The Redo Skateboard Co. expands with the Stunt Scooter. Kids can hone their riding skills with professional wheels, a wide deck, and wide handlebars for a good grip. The handlebars and deck spin 360 degrees so kids can perform tricks.

3) Fisher-Price Music Maker Ride On | Ages: 1+ | MSRP: $34.99 | Available: Spring 2022

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Toddlers can touch the keyboard to hear any of the five marching tunes or switch to play mode to create their own music by pressing on the musical instruments. This ride-on features new Fisher-Price Little People graphics, engine start and revving sounds, and storage under the seat.

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

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Kids can fire NERF darts up to 70 feet with this scooter, which includes a rapid-fire blaster that swivels. The scooter features a foldable steel frame, a deck with nonslip grip tape, and a kickstand.

2) Waddle Hip Hoppers Large & Small | Ages: 2+ (Small), 5+ (Large) | MSRP: $19.99-34.99 Available: Spring 2022

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Kids can waddle anywhere on these bouncers. The large assortment supports kids up to 250 lbs. and features giraffe, dino, zebra, bull, dragon, and unicorn options. The small assortment supports up to 85 lbs. and is available in turtle, llama, superhero dog, zebra, bear, and unicorn varieties.

3) Flybar Bumper Car XL | Ages: 8+ | MSRP: $299 | Available: August 2022 This bumper car is more than three times larger than the original version and can support more than 200 pounds. Kids can use the joysticks to navigate the bumper car while they race, chase, spin, and bump. This rechargeable car features flashing LED lights, a soft rubber bumper that cushions its impact, and an adjustable safety belt. It cruises at a maximum speed of 3 mph.

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2022 TOY LAUNCHES

OUTDOOR & ACTIVE

KID TRAX TOYS Kid Trax Classic Pedal Cars | Ages: 3+ MSRP: $199-275 | Available: Now Kid Trax Classic Pedal Cars feature steel construction and rubber tires with chrome hub caps. Kids can navigate the road using the functional steering wheel. The line includes a police car (pictured), a fire truck, a hot rod, and a pink convertible.

MINECRAFT NERF Minecraft Pillagers Crossbow (Hasbro) | Ages: 8+ | MSRP: $26.49 Available: Now Kids can take on targets with this dart-blasting crossbow that is inspired by the Microsoft game Minecraft. Kids can pull the priming lever to draw back the string, then press the button to fire a dart. It features three front-loading barrels, so kids can unleash three darts in a row.

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TOYSMITH 1) Outdoor Discovery Backyard Explorer Set | Ages: 5+ | MSRP: $20.99 | Available: Now Kids can safely capture and study bugs or investigate details hidden in sticks and leaves with this nature-focused set. The kit includes seven kid-size tools, including an observation tank, a mini bug viewer, tweezers, a magnifying glass, a capsule capturer, and a net.

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Young avian enthusiasts can learn about birdwatching with this set, which includes 4.5-inch binoculars, a detailed North American bird guide, and a drawstring bag for storage and birdwatching on-the-go.

3) Get Outside, Go! Triple Play Combo Set | Ages: 5+ | MSRP: $39.99 Available: Now The newest addition to Toysmith’s active play line, this set includes the outdoor games Toss ‘n Stick and Bounce ‘n Splash, along with a 13-inch Beamo flying disk.

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2022 TOY LAUNCHES

OUTDOOR & ACTIVE

PLAYMONSTER 1) Koosh Flix Stix | Ages: 6+ | MSRP: $24.99 | Available: Summer 2022 This two-player, lacrosse-style game challenges families to flick and catch the Koosh ball using the included Flix Stix.

2) Koosh Rainbow Ball Mondo | Ages: 3+ | MSRP: $10.99 | Available: Summer 2022 This rainbow Koosh ball features bright colors and is just as easy to catch as the original. Kids can enjoy this 6-inch, tactile fidget toy solo or with friends. The rainbow styling is also available in the classic 3-inch version (sold separately).

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IMC TOYS Bubbly Wings Fairy Ages: 3+ | MSRP: $14.99 Available: Spring 2022 Kids can dress up as a fairy and create a magical trail of bubbles with these wearable wings. They can fill the wings with soap solution and turn them on to create a steady flow of more than 1,500 bubbles per minute.

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BIGMOUTH 2

1) Giant Dinosaur Ring Backyard Sprinkler | Ages: 3+ | MSRP: $149.99 Available: Summer 2022

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Families can hook up this 8-foot-tall, dinosaur-shaped sprinkler to a hose and water will spray out of its nostrils.

2) Inflatapals | Ages: 3+ | MSRP: $99.99 | Available: Summer 2022 Designed for both indoor and outdoor use, Inflatapals feature a soft, comfortable surface and are easy to inflate.

They’re lightweight so kids can use them for picnics, reading, lounging, and more. Inflatapals are available in multiple designs, including a mushroom (pictured), a crab, a cat, a koala, a shark, and more.

3) Octopus Splash Pad | Ages: 3+ | MSRP: $49.99 Available: Summer 2022

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This octopus-themed splash pad is more than 5 feet wide and hooks up to any garden hose. It’s easy to wipe down, inflate/deflate, and store.

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2022 TOY LAUNCHES

VEHICLES & ACTION FIGURES 1

JAZWARES 1) Micro Machines Bumblebee Playset | Ages: 4+ MSRP: $34.99 | Available: Spring 2022 This Transformers Bumblebee playset comes disguised as a Chevrolet Camaro, which kids can transform into an Autobot garage featuring more than 10 action zones. Kids can navigate three floors of ramps and roadways and combine Bumblebee with other Micro Machines playsets (sold separately). The set includes an exclusive Decepticon Barricade Micro Machines vehicle.

2) Roblox Arsenal: Operation Beach Day Deluxe Playset | Ages: 6+ MSRP: $54.99 | Available: Spring 2022 This playset features an Arsenal: Operation Beach Day scene with six iconic Roblox characters, which kids can mix and match to build their own unique Roblox character. Each set comes with a redeemable code to unlock an exclusive virtual item in the Roblox game.

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EAGLEMOSS HERO COLLECTOR 1) Batmobile Collection | Ages: 14+ | MSRP: $24.95 | Available: Now This new die-cast vehicle collection pays tribute to three iconic Batmobiles that the caped crusader has driven throughout the years. Kids can collect the Batman ‘66 Batmobile, the 1989 Batman Batmobile (pictured), and the 1995 Batman Forever Batmobile. Each vehicle comes in a display case with a background and base.

2) Fallout: The Official Vehicles Collection | Ages: 14+ | MSRP: $49.95 Available: Now

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Teens can start a collection of highly detailed vehicles inspired by the video game Fallout. The Vertibird and Prudwen (pictured) have a vintage style that is inspired by the ships from the post-war era familiar to players of the video game series.

3) Aliens UD-4 Cheyenne Dropship (XL) | Ages: 14+ MSRP: $84.95 | Available: Now

Collectors can add this die-cast version of the ship from Aliens to their fleet.

The Cheyenne — a space-capable gunship designed to quickly deploy a squad of troops into battle from orbit — ­ is the signature tactical transport vehicle of the U.S. Colonial Marines.

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BASIC FUN! 1) Commemorative 1968 Tonka Mighty Dump Truck | Ages: 3+ | MSRP: $39.99 | Available: Summer 2022 This year marks Tonka’s 75th anniversary and Basic Fun! is offering a limited series of Tonka Mighty Dump Trucks inspired by the early years.

This edition celebrates the 1968 Mighty Dump Truck and features a firered cab, golden dump bed, original markings, and the 75th anniversary badge. It is made with cold-rolled steel, has big tires that roll over anything, and has an articulated dump bed to load and unload mighty hauls.

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2) Tonka Mighty Monster R/C Steel Dump Truck | Ages: 5+ | MSRP: $69.99 Available: Fall 2022 Kids can celebrate Tonka’s 75th anniversary with the first-ever R/C Tonka truck made with cold-rolled steel. Kids can load objects onto the truck bed, secure them with the foldable tailgate, and then engage the motorized hauling and dumping actions. A remote control works from up to 100 feet away, featuring high-torque tank steering and four-wheel drive in any direction. Kids can plow through obstacles big and small, then dominate any jobsite or playroom with 360-degree stunts and monster lightweight foam tires.

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PLAYMATES TOYS 1) MonsterVerse Action Figures | Ages: 6+ | MSRP: $9.99-14.99 Available: Now

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The MonsterVerse collection builds upon last year’s Godzilla vs.

Kong action figure line. Five new characters — Supercharged Godzilla, Antarctic Kong, Battle MechaGodzilla, City Destruction Godzilla, and Ferocious Kong (pictured) — join the Godzilla vs. Kong collection as 6-inch action figures and 7-inch deluxe figures with sound. In addition, four new characters — Rodan, Gorosaurus, Godzilla 2016, and Godzilla Terrestris (Singular Point) — join the 6.5-inch Toho Classic Monsters sub-line.

2) Star Trek Universe Collection | Ages: 4+ | MSRP: $12.99-39.99 Available: July 2022 The Star Trek license returns to Playmates Toys, launching with a new series of 1:14-scale action figures and vehicles. The first wave includes 10 movie- or show-specific figures, including Admiral James T. Kirk from Star Trek: Wrath of Khan, Captain Jean Luc Picard from Star Trek: The Next Generation, Commander Saru from Star Trek: Discovery, and more. An 18-inch Original Series Enterprise replica ship and an Original Series Phaser will also be available.

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3) Teenage Mutant Ninja Turtles vs. Cobra Kai Action Figures | Ages: 4+ MSRP: $12.99-39.99 | Available: Now

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The TMNT crew faces off against Johnny Lawrence, Daniel LaRusso, and other characters from Netflix’s Cobra Kai in four man-versus-mutant 6-inch figure sets. The human characters feature detailed likenesses of the actors on the show, while the turtles come dressed in cloth karate uniforms and equipped with their signature weapons.

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2022 TOY LAUNCHES

VEHICLES & ACTION FIGURES

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MOOSE TOYS 1) Heroes of Goo Jit Zu Stretch and Strike Thrash Mobile Ages: 4+ | MSRP: $39.99 | Available: August 2022 With a simple squish or stretch, kids can transform the Thrash Mobile from a speedy cruiser to an attack monster truck. The vehicle features an exclusive Thrash figure with a race suit and room for two 5-inch characters in the back. Kids can push down on the engine block to fire one of three projectiles, then stretch the fin back down to revert to speed mode and drive away.

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2) Akedo Ultimate Triple Tag Arena | Ages: 6+ | MSRP: $49.99 Available: July 2022 With this playset, each player can battle with up to three Akedo Warriors at the same time. Players can rotate between a trio of warriors throughout the battle. The electronic arena lights up with a push of a button when characters land a split strike. This playset features more than 40 sound effects.

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3) Heroes of Goo Jit Zu — Goo Shifters | Ages: 4+ | MSRP: $11.99-22.99 | Available: August 2022 The seventh season of Heroes of Goo Jit Zu figures have new transformation features and fresh styling. Kids can stretch them up to three times their size, and they always come back to their original shape. The line is available in Hero single packs and Primal Power and Versus multipacks.

THAMES & KOSMOS Code+Control: Robo Dozr | Ages: 8+ | MSRP: $59.95 Available: Summer 2022

WOWWEE HydraQuad Hybrid Air-to-Water Stunt Drone | Ages: 14+ | MSRP: $49.99 Available: Spring 2022

Kids can build both a robotic bulldozer and a handheld wireless controller with more than 100 included pieces, then use the controller to move the robot, play songs, and activate its cab roof lights. They can either control the bulldozer in real time or write and save sequences of commands for the robot to perform with the push of a button. The set includes stickers to decorate the dozer and experiments for kids to learn more about how the vehicle works.

HydraQuad is the first three-in-one hybrid stunt drone to conquer water, ground, and air. Kids can command their drone to perform single-button stunts as it soars up to 130 feet away. They can drive and skate the drone just off the ground or make water landings. The drone comes with a rechargeable battery, a 2.4 GHz controller, and a set of spare propeller blades.

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THE LOYAL SUBJECTS 1) BST AXN Teenage Mutant Ninja Turtles Collection | Ages: 8+ | MSRP: $19.99 Available: Spring 2022 New TMNT characters, including Shredder (pictured), will join the BST AXN lineup over the next year. These 1:15-scale action figures feature 31 points of articulation, multiple accessories, and most include more than one head portrait. Each figure comes in a window box with a dioramic insert.

PLAYMOBIL Knight Rider — K.I.T.T. | Ages: 5+ | MSRP: $89.99 Available: Now Meet the Knight Industries Two Thousand aka K.I.T.T. — the iconic vehicle from the classic 1980s TV series Knight Rider. K.I.T.T. includes electronic features and a highly detailed interior. Kids can touch the hood of the car to hear original voice clips of K.I.T.T. and operate the scanner light. This vehicle also includes authentic features from the series: a rotating license plate, pop-up headlights, and a functioning grappling hook for stunts. The set includes Michael Knight, Devon Miles, and Bonnie Barstow figures, and other accessories.

2) GPK Collectibles | Ages: 8+ MSRP: $14.96-16.96 | Available: Spring 2022

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A new Stranger Things collaboration will join the rest of The Loyal Subject’s GPK collection, which will expand throughout this year and next year. Plus, new GPK Krashers (pictured) are 3-inch pullback racers that come with collectible trading cards.

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VEHICLES & ACTION FIGURES FUNKO 1) Pops! With Purpose — Make-A-Wish | Ages: 3+ | MSRP: $12 | Available: Now In celebration of World Wish Day, Funko partnered with Make-A-Wish to unveil a new Pops! With Purpose product assortment featuring iconic Disney, Marvel, and Lucasfilm characters. Funko will donate $150,000 to Make-AWish to help fulfill the life-changing wishes of kids with critical illnesses, regardless of sales.

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2) GOLD ­— NFL Wave 2 | Ages: 3+ | MSRP: $10 | Available: Now Fans can score a touchdown for their favorite National Football League player with these new premium vinyl figures. Wave 2 features top players, including Kyler Murray (pictured), JJ Watt, and more.

3) The Batman Collection | Ages: 3+ | MSRP: $5-40 | Available: Now Funko is releasing special-edition collectible figurines, plush, and keychains of key characters and vehicles from DC and Warner Bros.’ new film, The Batman. The assortment includes Pop! Vinyl figures, Pop! Rides (pictured), and more.

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1) Brawl Stars Action Figures One Pack | Ages: 8+ | MSRP: $12.99 | Available: Fall 2022 Kids can collect five of the most popular original brawlers from the Brawl Stars mobile game with this new action figure collection.

Each Brawl Stars Action Figure comes with a weapon unique to the brawler, plus collectible accessories, such as loot boxes or coins, from the game.

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2) Among Us Action Figures Series One Pack | Ages: 8+ | MSRP: $12.99 Available: Spring 2022 This 4.5-inch crewmate action figure collection features four Among Us crewmates for kids to collect, trade, and play with. The blue ghost and three other colorful crewmates come with changeable hats and recognizable accessories from the game. Kids can pull the figures apart to reveal a bone just like they do when they are defeated in the game.

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3) Gang Beasts Action Figures One Pack | Ages: 8+ | MSRP: $12.99 | Available: Fall 2022 Based on the online game Gang Beasts, these 4.5-inch, soft-textured figures feature authentic designs for all four fighter characters. Each figure comes packaged with an interchangeable onesie outfit and a pair of glasses.

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2022 TOY LAUNCHES

VEHICLES & ACTION FIGURES JADA TOYS The Batman 1:18 Scale Batmobile & Figure | Ages: 8+ MSRP: $60 | Available: Spring 2022 Inspired by The Batman movie, this 1:18-scale Batmobile vehicle features working lights and a hood and doors that open and close. The Batmobile comes with a 3.75-inch, die-cast Batman figure that features his cape, cowl, and insignia. This vehicle is part of the larger Hollywood Rides collection, which also includes 1:24- and 1:32-scale vehicles based on the movie.

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HASBRO 1) Transformers Bumblebee Cyberverse Adventures Dinobots Unite Smash Changer Optimus Prime Ages: 6+ | MSRP: $31.49 | Available: October 2022 This Optimus Prime figure stands 9 inches tall and can convert from a truck to a robot when kids smash it. Each smashing motion activates one of three conversion steps for a quick and easy transformation. This version of Optimus Prime is inspired by the Noble Leader character in the Transformers Bumblebee Cyberverse Adventures cartoon, which kids can watch on Cartoon Network and YouTube.

2) 2022 Transformers: Legacy Wave 1 New Characters | Ages: 8+ | MSRP: $10.99-52.99 Available: April 2022 The Transformers: Legacy collection brings together fan-favorite characters from across the Transformers multiverse. Celebrating nearly 40 years of Transformers entertainment, the fandoms come together in one toy line. Kids and collectors can scan the QR code on each package to reveal character tech specs from across the multiverse. Fans can collect other Legacy figures to reveal their character tech specs (each sold separately).

New characters coming this year include Core Class Iguanas and Skywarp, Deluxe Class Autobot Skids (pictured), Decepticon Dragstrip, and Prime Universe Arcee.

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3) Power Rangers Dino Fury Rip ‘n Go T-Rex Battle Rider and Dino Fury Red Ranger 6-Inch-Scale Vehicle and Action Figure | Ages: 4+ | MSRP: $10.99 Available: Now Kids can send the Red Ranger based on the new Power Rangers Dino Fury TV series charging into battle against evil forces by removing the split-cord from the T-Rex Battle Rider. The vehicle has free-rolling wheels, so the “rip ‘n go” action can propel the Dino Fury Red Ranger forward.

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2022 TOY LAUNCHES

VEHICLES & ACTION FIGURES BBC 1) Bluey Garbage Truck – Bluey & Bin Man (Moose Toys) Ages: 3+ | MSRP: $24.99 | Available: Now With the Bluey Garbage Truck, kids can help Bluey and the Bin Man collect trash in his truck. The included Bluey and Bin Man figures fit securely inside the truck’s cabin. Kids can pull the lever on the side of the vehicle to empty the two included bins into the back of the truck.

They can also lift the back door of the garbage truck and store the bins inside.

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2) Brisbane Adventure Bus (Moose Toys) | Ages: 3+ MSRP: $27.99 | Available: June 2022 Kids can roll into adventures with the exclusive Bluey and Bingo figures sporting their Chutney and Chimp T-shirts. The top of the bus is open, so kids can easily take up to six of Bluey’s mates for a ride. Kids can turn the dial on the bus to head toward destinations such as the beach, the dump, or the creek.

3) Bluey & Rusty’s Go-Kart (Moose Toys) | Ages: 3+ MSRP: $14.99 | Available: July 2022 This new miniature vehicle and figure set is equipped with everything kids need for a great race.

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MATTEL 1) Hot Wheels R/C 1:64 Assortment | Ages: 5+ | MSRP: $19.99 Available: Spring 2022 Each of the Hot Wheels R/C vehicles comes with a controller and a track adapter so kids can easily transition from any surface to a Hot Wheels track. Kids can use the remote control to steer the cars and adjust the speed. The plug-and-play, easy-charge port quickly refuels the cars.

2) Disney and Pixar’s Large Scale Action Chop Buzz | Ages: 4+ MSRP: $29.99 | Available Spring 2022 When kids activate the red button on Buzz Lightyear’s chest, the 12-inch action figure speaks one of more than 30 phrases from Toy Story, including “To infinity, and beyond!” When kids press the button on Buzz’s back, he performs a chopping action with sounds.

The action figure also features multiple movable joints and a helmet that opens and closes.

3) Jurassic World Capture ‘n Crush Truck | Ages: 4+ MSRP: $29.99 | Available: Spring 2022 Inspired by the Jurassic World films, this larger-scale vehicle features rolling wheels for push-along play, a blaster to shoot dinosaurs with a tranquilizer dart, an overhead crane with a capture claw to lift the dinosaur figures, a large bed for dinosaur transport, and breakaway parts.

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2022 TOY LAUNCHES

VEHICLES & ACTION FIGURES

BANDAI AMERICA 1) Shodo Digimon Wave 2 | Ages: 8+ | MSRP: $14.99 | Available: Fall 2022 Kids can collect popular characters from the animated series Digimon Adventure. The second wave includes an assortment of 3.5-inch, articulated action figures that Digimon fans can pose for play and display.

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2) Gundam Mobile Suit Ensemble | Ages: 8+ | MSRP: $8.99 | Available: Fall 2022 Kids can collect a variety of stylized, miniature, blind-packaged action figures from the Gundam multiverse. Each detailed mini figure has interchangeable parts for kids to mix and match to create their own unique Mobile Suit.

3) Anime Heroes Bleach Action Figures | Ages: 4+ | MSRP: $19.99 | Available: Fall 2022 Characters from Bleach join the Anime Heroes lineup — which already includes characters from Naruto and One Piece — as 6.5-inch action figures.

Each figure comes with additional sets of hands and character-specific accessories for play and display. Each Bleach action figure features 16 points of articulation.

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NKOK 1) Sonic the Hedgehog Collection | Ages: 3+ | Available: Fall 2022 The Blue Blur races into the vehicle aisle with a range of new toys. Kids can go head to head with the Super Loop Sonic & Tails (pictured) or Sonic & Shadow Super Loops Slot Racing Sets, which are inspired by Sonic & All-Stars Racing Transformed. Kids can also hit the streets with the 2.4GHz Tails R/C with Turbo Boost; or collect Team Sonic Racing Pull-Back Racers.

2) Wow World Dino Hauler Containment Unit and Dinosaurs | Ages: 6+ Available: Fall 2022 Kids can capture and transport dinosaurs with this battery-operated truck that features lights, sounds, and a working cage. Additional battery-operated dinosaurs are available to collect, including a Velociraptor, Carnotaurus, Dilophosaurus, Spinosaurus, Triceratops, and Therizinosaurus, each sold separately.

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3) Blaze and the Monster Machines Collection | Ages: 3+ Available: Fall 2022 Six vehicles from Blaze and the Monster Machines are available in two-packs. Kids can collect Blaze & Pickles, Crusher & Stripes, and Darington & Starla. Additionally, the Blaze R/C Rock Crawler takes on harsh terrain while the Blaze R/C Off-Road Monster Truck features one of NKOK’s fastest two-speed motors. Both operate at 2.4 GHz, allowing up to 16 players to race at the same time with a range of up to 150 feet.

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2022 TOY LAUNCHES

VEHICLES & ACTION FIGURES SUPER7 Who Framed Roger Rabbit? ReAction Figure | Ages: 14+ | MSRP: $18 Available: March 2022

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Characters from the classic Disney film, including Roger Rabbit, Jessica Rabbit, Judge Doom, Smarty, and Stupid, jump from Toontown to the toy department as 1980s-style, 3.75-inch figures.

JAKKS PACIFIC 1) Apex Legends Series 4 Action Figures | Ages: 8+ MSRP: $19.99 | Available: Now Kids and gamers can collect a refreshed assortment of super articulated, 6-inch action figures inspired by Apex Legends. Series 4 includes Octane: Hit & Run (Rare Skin), Pathfinder: Team Lift (Rare Skin), and Caustic. Each figure comes with an accessory and a weapon.

2) Foot Tapping Sonic | Ages: 14+ | MSRP: $29.99 | Available: Spring 2022 This classic-style Sonic figure re-creates the signature moment from the Sonic the Hedgehog video game. Sonic uses solar-power energy to make his foot tap and eyes blink. The figure stands more than 4 inches tall and comes with a Green Hill Zone-themed base.

SUNNY DAYS ENTERTAINMENT 1) Maxx Action Fire Rescue | Ages: 3+ | MSRP: $39.99 | Available: Fall 2022 This truck features six wheels, realistic emergency sirens, and flashing lights. Kids can push the orange buttons on the truck bed to activate the motorized engine and take off at high speeds in any direction. Kids can add water to the cap in the bed or roof of the truck, then push the blue button to blast water at the six plastic fire targets.

2) Maxx Action 2-n-1 Mega Mover | Ages: 3+ | MSRP: $39.99 | Available: Fall 2022 The 20-inch Mega Mover drives forward and in reverse and features bright lights and automotive sounds. Kids can use the joysticks to lift and rotate the dozer blade and lift and lower the digger arm. The ramp also extends so kids can load and unload the dozer.

3) Space Maxx 3-n-1 Blast off Booster Rocket | Ages: 3+ MSRP: $39.99 | Available: Fall 2022

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This rocket ship features lights and sounds, including a launch countdown. Kids can push the transporter forward with the friction motor and use the large lever to rotate the rocket into an upright position. When ready to launch, kids can lift up the rocket to see lights at the bottom that look like flames.

Kids can also separate the capsule from the booster by pulling it up and out.

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MCFARLANE TOYS The Batman Movie — 7-inch Action Figures | Ages: 12+ MSRP: $19.99 each | Available: Winter 2022 These detailed, 7-inch-scale action figures are based on characters from the upcoming movie The Batman.

Designed with ultra articulation, each figure features up to 22 moving parts for posing and play. Kids can collect Batman, Catwoman, and the Riddler. Each figure comes with an accessory, a base, and a collectible art card with action figure photography on the front and a character biography on the back.

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SKYROCKET 1) Sky Viper Hand-Controlled Force Hover Drone | Ages: 12+ MSRP: $19.99 | Available: Fall 2022 Kids and adults can use their hands to control this free-flying drone. Players can toss it into the air and give it a push, and the Force Hover Drone will fly itself while using its internal sensors to detect hands, walls, and other surroundings.

2) Mega Chomp R/C Shark | Ages: 4+ | MSRP: $39.99 Available: Fall 2022 Kids can turn any floor into shark-infested waters with this 16-inch-long R/C Great White shark. The half-submerged body creates the look of it swimming across the house as its jaws chomp toward any potential meal.

SPIN MASTER 1) Monster Jam Monster Garage | Ages: 3+ | MSRP: $49.99 | Available: Fall 2022 Kids can store up to 20 Monster Jam trucks and practice their tricks and stunts in the Monster Garage. The playset features a five-level, kid-powered ratcheting elevator to lift Monster Jam trucks to new spots. The set includes an exclusive, 1:64-scale Monster Jam monster truck and a lift handle to take it anywhere.

2) Tech Deck Concrete | Ages: 6+ | MSRP: $14.99 | Available: Fall 2022 Kids can shred like a professional skateboarder and create their own custom skate ramp over and over again. To start the process, they place the 14 ounces of compound into the included mold, add water, and let it set. Kids can then use the hardened ramp to practice tricks. It also includes an exclusive fingerboard and tool.

3) Shredline 360 | Ages: 6+ | MSRP: $39.99 | Available: Fall 2022 The first-ever, multidirectional, motorized Tech Deck ramp spins 360 degrees at variable speeds. Kids can fingerboard along the park, which is customizable with the X-Connect Park Creator system.

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Jump into the metaverse for a new era of play.

by JACKIE CUCCO, senior editor PARENTS ARE ON A NEVER-ENDING quest to entertain their kids, so what if there was a place where kids could access more than 20 million games for free? Well, that place exists, and it’s called Roblox.

Roblox is a digital platform where millions of players gather together every day to create and share experiences in immersive, 3D worlds. All of the online games in the platform are built by members of the Roblox community for members of the Roblox community. Roblox is free to download and play on all modern smartphones, tablets, computers, Xbox One, Oculus Rift, and HTC Vive. Players can find endless ways to play for hours of entertainment: They can build the ultimate theme park, compete as a race car driver, star in a fashion show, become a superhero, or just hang out with friends.

Entering its 16th year, the platform is hardly new, but more people are jumping into the metaverse than ever before. As in-person events and gatherings became scarce during the COVID-19 pandemic, Roblox presented a place for kids to gather virtually, personalize digital avatars, explore new worlds, play games, and even create their own games. Toy and entertainment companies caught on to the digital hangout and are diving into the platform to promote their brands through in-game activations and special events.

After WowWee launched My Squishy Little Dumplings last year, it partnered with game developer Gamefam to promote the collectibles in the Twilight Daycare game, with digital versions of

the toy and a Dumplings costume that players could virtually wear. In just one week, 33 million Roblox users played the game, 21 million users played with the digital Dumplings, and 2.2 million users dressed up as Dumplings — that’s a lot of exposure for the My Squishy Little Dumplings brand.

“Roblox is the new way to hang out and spend time with your friends, especially during the pandemic when things are not so interpersonal anymore,” says Sydney Wiseman, vice president of brand development and creative strategy at WowWee. “Now, given that shift, it has brought us into this new social world that didn’t really exist before. In the past two years, there’s been a big shift in who was playing Roblox and we thought there was a tremendous opportunity there.”

Kids can customize their Roblox avatars to represent their personalities. | Source: Roblox

Wiseman says that the Roblox promotion was one of the most effective marketing activations that WowWee has done for My Squishy Little Dumplings.

“You have to make sure to create an activation that doesn’t feel like an advertisement to Roblox players so that it adds value without coming at the expense of the players’ in-game experience,” she says. “Our choice of doing Dumplings in Twilight Daycare was actually quite strategic and was not offensive because the whole game is centered around playing with toys. It was so seamless that kids actually thought it was just a toy in the game. Some kids were surprised to find out it was an actual toy you could buy in the real world.”

Spin Master launched its first major activation with Roblox last March with the Bakugan Rage Runner game, which has received more than 75 million plays.

In September, the Bakugan franchise dove further into the metaverse with the first-ever premiere of a full-length episode of a series to launch on the platform. An episode of Bakugan: Geogan Rising premiered within the Bakugan hub on Roblox a week before the episode appeared on Netflix, and the Roblox episode has more than 2.7 million views to date.

Spin Master’s Purse Pets and Mermaid High brands also received the Roblox treatment. Purse Pets were the first animated accessories available in Uplift Games’ Adopt Me!, the No. 1 game on Roblox. In just one week, more

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than 2 million virtual Purse Pets were sold through in-game currency. In November, Spin Master’s Mermaid High doll line made a splash in Fullflower Studio’s Mermaid Life role-play game with a new quest released each week based on the Mermaid High characters. When players completed the quests, they gained exclusive virtual items, and they were also able to purchase the Mermaid High dolls’ outfits and accessories within the game.

The event culminated with a virtual dance party featuring the Mermaid High theme song from the animated YouTube series.

“The Roblox metaverse provides the opportunity to build brand awareness for evergreen and new brands by introducing them to an established audience in the virtual world,” says Spin Master Executive Vice President of Marketing Laura Henderson. “With Adopt Me!, the target demographic’s interest and built-in affinity for animated pets aligned with our Purse Pets brands. Unicorns are the most requested item in the game, creating the perfect opportunity to introduce the Purse Pets Glamicorn to a new audience.”

The Ryan’s World brand also made a Roblox appearance for the Ryan’s World FanFest afterparty. During pocket.watch and Sunlight Entertainment’s FanFest event in November, fans joined Ryan Kaji for a virtual show in which he traveled to a “multiverse” via portals that brought him into different worlds and dimensions. At the end of the event, the entire Kaji family walked through a Roblox door and were transported into the Ryan’s World Roblox server, where Ryan’s twin sisters Emma and Kate debuted their new Roblox avatars. There was also a scavenger hunt mini game for attendees at the afterparty.

In addition to activations, some toy brands are putting themselves in the

In the Monopoly: Roblox board game, players buy, sell, and trade Roblox experiences. | Source: Hasbro

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spotlight with Roblox games of their own.

As kids spend hours hanging out in the Roblox metaverse each day, manufacturers have a major opportunity to reach their target audiences. MGA Entertainment’s The L.O.L. Surprise! Official Party features interactive versions of L.O.L. Surprise! doll characters, dance-offs, challenges, and unlockable rewards. Players can customize L.O.L. Surprise! characters with mix-and-match outfits and accessories, just like they can with the physical dolls. In December, Jazwares Game Studio developed a Squishmallows game featuring a social world in which fans can gather and collect virtual Squishmallows, compete in mini games, and customize Squishmallows-themed homes.

HEXBUG recently teamed up with Wind Sun Sky to craft new content in support of the second season of Junkbots toys. HEXBUG took a cross-platform approach to weave storytelling through the Junkbots toy line, an eight-part animated series on YouTube, and a multichapter Roblox story game. Kids can use custom codes embedded into the Junkbots Port Power Plant Playset packaging to unlock digital content within Roblox.

“We wanted to create a platform that moved beyond the plastic toy,” says HEXBUG Vice President of Creative and Brand Management Brandon Adams.

“When Junkbots jumps over into the Roblox world, it needs to stay true to the in-hand toy experience.”

The game features Junkbots locations that fans may recognize from the physical playsets. “These locations are also reflected in our YouTube series for continuity and a better understanding of the characters’ personalities that play out in our multiverse. There are multiple touchpoints to help you gain experience and a love for the world of Junkbots,” Adams says.

Some manufacturers are even bringing the metaverse trend full circle with toy lines based on Roblox games. WowWee is continuing its partnership with Gamefam to create a doll line based on Twilight Daycare. The line will include 25 collectible baby dolls — including common, rare, and super rare — that come with redeemable codes that kids can scan into the game to unlock exclusive powers, costumes, toys, and dolls.

From Banana Baby to Gamer Baby, the themes of the dolls are all based on

WowWee will kick off its Twilight Daycare line with Collectible Babies. | Source: WowWee

data of what players are actually asking for in the game. “Kids are always talking in Roblox — that’s the whole point — so we’re able to comb through key words of what kids are looking for,” Wiseman says. WowWee’s Twilight Daycare line will launch this spring.

Hasbro also joined forces with Roblox for a Monopoly: Roblox 2022 Edition board game featuring a code to redeem an exclusive virtual item, as well as NERF blasters representing the following Roblox games: Adopt Me!, Arsenal, Jailbreak, Mad City, Murder Mystery 2, and Phantom Forces. Each of the NERF blasters also includes a code that Roblox players can redeem for a virtual blaster to equip on their avatar — and use in the game that inspired it.

Roblox is transforming how people come together to connect, create, and express themselves through shared experiences, ushering in a new era of play and marketing. With unlimited possibilities for toys to influence the games and the games to influence toys, toy manufacturers should take the leap into the metaverse because the future is now. » Jackie Cucco is a senior editor at Adventure Media & Events.

She covers toy trends and news for the Toy Book, the Toy Insider, and the Pop Insider. You can visit her on Instagram @saucyjac and say hello to her pet bunny Peepers @thebigpeep.

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Learn from the teams behind some of TikTok’s hottest toys!

by MADELEINE BUCKLEY, senior editor “WE HAVE THE OCTOPUS PLUSH!” a hand-written sign taped to a Brooklyn corner store’s front door declared early last year, attempting to lure customers with the promise of a simple, yet charming — and in that moment, very hard-tofind — plush sea creature that collectors can flip inside out to reveal a different color and facial expression.

These plush from TeeTurtle had just joined a relatively new and somewhat elite club among toys: Those that went viral on the social media platform TikTok. The Reversible Octopus Plushie is just one of many toys that has gained a massive audience on TikTok, which offers user-generated, short-form video content. The app was one of the fastest-growing social media platforms over the past two years, and it offers a direct pipeline to a key demographic for toy manufacturers. According to Statista data from last year, about 25% of U.S.-based TikTok users are between the ages of 10 and 19. And while searching the hashtag #toys on the app will bring up a diverse lineup of products, fidget toys, surprise reveals, and plush toys reign supreme — likely due to interest from the tween/teen audience and these products’ potential for creativity in short-form videos.

For the team at TeeTurtle, going viral practically overnight came as a shock.

“When we first designed the original Reversible Octopus Plushie, our whole team was super excited about the con-

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cept. But you never know how the world will receive a product, and we definitely couldn’t have predicted the level of viral success we ultimately saw,” says TeeTurtle Founder and CEO Ramy Badie. Upon learning that the octopus had gone viral, he recalls that his initial reaction was screaming. “And then after that, panic, as we realized that we were about to sell out of all of our inventory in under 24 hours,” he says.

While some manufacturers like TeeTurtle didn’t anticipate their level of viral success, other companies have intentionally and strategically utilized TikTok to grow their brands. One notable example of this is ZURU and its 5 Surprise Mini Brands line.

Back in 2019, ZURU launched Mini Brands, a series of blind-packaged collectibles that offer miniature versions of popular foods and household items. In 2020, the company decided to put nearly all of its (miniature) eggs in the TikTok basket.

“No one in the toy industry was on it,” says ZURU Marketing Director Henry Gordon. “We saw the growth of the platform and then said, ‘Alright, what can we do? We need to embrace this. We’ve got a product that actually fits really well with this and we’ve got a chance to lead,’ so that

was a decision we made and it worked out really well.”

For its TikTok strategy, ZURU started posting about 20 videos on the app each week and placed ads within the app to search for young content creators. Each week, the team evaluates which videos performed well and which did not, then adjust future videos and paid content strategy accordingly. And the results have been both direct and strong — 5 Surprise Mini Brands’ sales growth spiked 104% year-to-date by last November, with a record number of people subscribing to the Mini Brands TikTok page that month, too.

5 Surprise Mini Brands Series 3, the Reversible Octopus Plushie, and Barbie Color Reveal have all gone viral on TikTok. | Source: Adobe Stock/ZURU/TeeTurtle/Mattel

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While going viral on TikTok is a marketing goal for many toy companies, it doesn’t come without its own challenges.

To start, it can be difficult to keep up adequate supply to meet the sudden consumer demand for a viral toy, especially at a time when supply chain delays and shortages are impacting the entire industry. Along with that, these viral brands have to continue offering new content to maintain the demand and keep consumers engaged to avoid, as Gordon calls it, going stale. He says that the ZURU team is always thinking 18-24 months ahead for new Mini Brands products.

Another problem — especially among plush toys — is counterfeits that try to capitalize on viral toys’ popularity and subsequent scarcity. Jazwares’ line of Squishmallows plush is another toy with massive success on TikTok, and the company has an entire team dedicated to seeking out and managing counterfeits.

TeeTurtle also faced both counterfeits and supply shortages for the octopus plush throughout the past year. “Our team has admittedly had their Reversible Octopus Plushies on the angry side more than a handful of times,” Badie says. “It’s easy to get wrapped up in the stressful parts, and we’re ultimately super grateful to be in a position to have to face challenges like this at all.”

Despite these challenges, TikTok offers a level of user creativity and engagement that hasn’t been possible on other social media apps, such as Instagram, Twitter, or Facebook.

“It’s scrappy content. It’s not production-quality, shot by an agency and a production crew with a $100,000 camera.

It’s shot by, in our case, a 21-year-old on their phone,” Gordon says. “Polished content doesn’t work on the platform.

People don’t engage with it, they swipe past it.”

This means that TikTok content can be incredibly cost-effective to create, especially if brands embrace the user-generated content that truly drives engagement on the app. In the case of 5 Surprise Mini Brands, Gordon says that within a year, the brand’s official page was no longer the largest TikTok channel focused on the toy — a fan account had eclipsed them.

And this fan content is incredibly diverse and creative. The videos range

from retail hunting adventures, unboxings, and sharing personal collections to more outside-the-box ideas: Some couples communicate their moods for the day with the Reversible Octopus Plushie, for example, and one influencer even proposed to their partner by hiding a ring inside a 5 Surprise Mini Brands capsule (a feat that ZURU helped coordinate).

Because the app is so fan-focused, nearly every company with a viral TikTok toy mentions the importance of engaging with and listening to consumers.

Kimberly Barbosa, head of social and influencer marketing at Mattel — which has had significant success on TikTok with its Barbie Color Reveal collection — says the team was watching analytics in real time and knew right away that the Color Reveal dolls were doing well on the app, thanks to fans’ reveal videos.

“It’s the fans’ imagination and creativity that bring any product to life,” Barbosa says. “It helped us understand the consumer demand to engage on TikTok and was the push to launch our Barbie TikTok channel. We wanted to continue to interact with our community.”

Gerhard Runken, senior vice president of brand and marketing at Jazwares, also emphasizes the crucial role that fans play in social media success. “When I hear people say they are going to create a viral video, I chuckle. You can create a video, and your fans are going to make it go viral,” Runken says. “Our job is to then take that to the next level.” He also notes the importance of allowing influencers to make content with their authentic voice to maintain the emotional connection that they have with their fans.

But perhaps the most important point of all when it comes to TikTok — one that both Runken and Badie highlight — is the randomness of it all. No matter how closely you follow trends, use the right hashtags, or leverage the power of influencers, it’s impossible to predict exactly what will resonate with TikTok users on any given day.

“There is no formulaic way to be successful,” Runken says. “If that were the case, we’d all be successfully retired!

Let good creative do its job, and don’t cost out the ‘wow’ factor in product or marketing. Your item could be $1 or $100 — you just never know what’s going to take off.” »

TikTok TikTok Tips Tips Advice for Navigating TikTok “Have a go. I mean, that’s what we’ve done. We fail fast. What doesn’t work, we get rid of. What works, we double-down on.”

— Henry Gordon, ZURU

“Don’t get trapped into it just being about TikTok. You still need to make sure all of your other levels of marketing support are also performing well. … Positive social media is one of the best things that can happen to a brand, but make sure you keep focused on the other 99!”

— Gerhard Runken, Jazwares

“Listen to your fans and make products they’ve never seen before that might inspire their creativity! And if a product suddenly goes viral, remember to take a breath before reacting to the surging demand.”

— Ramy Badie, TeeTurtle

“First and foremost, listen to your customers. ... Trends are trends for a reason.

Consumers’ tastes and needs change, and one must continue to evolve with changing times.”

— Nicole Highland, senior brand manager, Just Play

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These companies prioritize ensuring that kids see themselves in their toys. compiled by MADELEINE BUCKLEY, senior editor

ORIJIN BEES Orijin Bees offers baby dolls with a variety of skin tones and hair textures, along with plush and other educational and cultural toys designed to represent Black children. The company’s name stands for “Our Representation Is Just Inclusion Normalized, Beautifully Empowering Every Soul.”

Product: Nu’Bee Doll Collection | Ages: 1+ | MSRP: $69.99 Available: Summer 2022

HEALTHY ROOTS DOLLS Healthy Roots Dolls offers Zoe, an 18inch doll that is designed to teach kids to love their curly hair. Zoe features washable hair that kids can style into braids, puffs, and more. Accessories are also available, including a set of hair-styling tools; additional outfits; and a set of matching satin bonnets for Zoe, a child, and an adult.

Product: Healthy Roots Zoe | Ages: 6+ MSRP: $79.99 | Available: Now

IAMELEMENTAL

BROWN TOY BOX Founder Terri-Nichelle Bradley began curating engaging, educational STEAM boxes for kids in inner city Title 1 schools back in 2017. Last year, Brown Toy Box evolved into a full-scale educational toy company dedicated to disrupting generational poverty. The company’s educational products all feature a group of diverse characters called the “Dadisi Academy Crew.”

Product: Brown Toy Box STEAM Kits | Ages: 5+ MSRP: $29.99 | Available: Now

Since launching on Kickstarter in 2014, IAmElemental has launched a variety of female action figures, each inspired by a “real life” superpower such as bravery, energy, honesty, creativity, and curiosity. The figures are designed to present strong female characters and encourage everyone to embrace their inner powers.

Product: Courage Core Power Figure | Ages: 3+ | MSRP: $25 Available: Now

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MY FAMILY BUILDERS This company offers magnetic wooden blocks, card games, and wall stickers featuring heads, bodies, and other components that kids can mix and match to create a diverse assortment of characters who look like the people and families in their lives and communities.

Product: My Family Builders 48-Piece Set | Ages: 1+ MSRP: $74.95 | Available: Now

ISH DOLLS UPBOUNDERS

BY LITTLE LIKES KIDS This company offers puzzles, memory games, playing cards, and other items featuring illustrations that include diverse families and characters.

Along with rebranding, Upbounders will launch 14 new products this year, including two preschool board games.

Product: Picnic Panic | Ages: 4+ | MSRP: $18.99 Available: Spring 2022

This doll line gets its name from the Sanskrit word “Ishta-Devata,” which means “cherished deity.” These plush dolls are designed to embody the Ishta-Devatas, or special protectors, found in Hindu culture. The available designs include Durga, who symbolizes feminine energy; Saraswati, the goddess of knowledge and the arts; and Lakshmi, who symbolizes wealth and good fortune.

Product: Baby Lakshmi | Ages: 2+ | MSRP: $32 Available: Now

THE FRESH DOLLS Founded by Dr. Lisa Williams, The Fresh Dolls offers The Fresh and Simply Fresh fashion dolls, Fresh Squad male fashion dolls, Positively Perfect toddler dolls, DIVAH baby dolls, and a new doll for the Disney+ series The Proud Family Louder and Prouder. These dolls are all designed to nurture kids’ self-confidence and encourage imaginative play. The dolls feature custom-blended skin tones, representative body types, and a variety of washable hair textures, including afro-puffs and wavy and curly styles.

Product: The Proud Family Louder and Prouder – Penny Proud Fashion Doll Ages: 4+ | MSRP: $14.99 | Available: Now

IN KIDZ Families can get subscription boxes, puzzles, and other activities inspired by different traditions and countries from In KidZ. The culture boxes are designed to educate the next generation of kids about diversity and inclusion through play. The company also partnered with Boy Meets Girl for a special #StopHate box that is designed to combat bullying.

Product: America Box, Black History Edition Ages: 3+ | MSRP: $49 | Available: Now toybook.com | FEBRUARY 2022 | THE TOY BOOK 309

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COMPILED BY HANNAH SACKS, EDITORIAL ASSISTANT

Barbie and Mario have a date at the movie theater — but it’s not quite a whirlwind romance. Both are set to star in their own films, heading to a cinema near you later this year. However, these iconic toy and video game stars aren’t the only ones getting face time in the entertainment industry. Toy and game properties from companies like IMC Toys, Hasbro, and MGA Entertainment are getting in on the film and TV action.

Learn all about which toys and games are gracing our screens in new movies, animated series, and shorts this year and beyond.

CRY BABIES MAGIC TEARS HAMPA STUDIO

In 2019, IMC Toys introduced Cry Babies Magic Tears, plastic dolls that shed tears when kids press their bellies. The company has already released four seasons of an animated series on YouTube featuring characters based on the toys, and season five will follow the Cry Babies as they try to make sense of a polar cold coming out of the Big Tree!

WHERE TO WATCH: YOUTUBE | NOW

MERMAZE MERMAIDZ MGA PRODUCTIONS

MGA Entertainment’s newest fashion doll collection, Mermaze Mermaidz, launches this spring.

These dolls will also star in their own show, set in a fantastical underwater world of mermaids.

WHERE TO WATCH: YOUTUBE | LATE SPRING 2022

BARBIE

MATTEL TELEVISION Trendsetting since 1959, Mattel’s Barbie is returning to TV with Barbie: It Takes Two. The series will follow the events of the last-released Barbie movie, Barbie: Big City Big Dreams.

Barbie is also getting a live-action film, with Greta Gerwig directing and Margot Robbie starring as the iconic doll. While we await confirmation on who will play Ken, we can daydream about all the amazing clothes Robbie will get to wear as the world’s most famous doll.

WHERE TO WATCH: NETFLIX (BARBIE: IT TAKES TWO) AND ONLY IN THEATERS (LIVE-ACTION) | 2022

RAINBOW HIGH MGA PRODUCTIONS

MGA Entertainment’s Rainbow High Dolls were initially released in 2020 and feature characters that attend an elite high school for the visual arts. MGA’s Rainbow High animated series will continue in 2022 with new episodes, in which fans will get to meet students from two new high schools.

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MONSTER HIGH MATTEL TELEVISION

Mattel’s Monster High doll line launched in 2010 and follows the teenage descendants of the world’s most famous monsters. The series is returning to the screen with a live-action adaptation from Nickelodeon, in collaboration with Netflix. The Monster High gang will also return for an animated TV series.

WHERE TO WATCH: NICKELODEON | 2022

LIGHTYEAR

PIXAR ANIMATION STUDIOS AND WALT DISNEY PICTURES Lightyear, a spin-off of the Toy Story film series, serves as an origin story for Buzz Lightyear.

The film follows Buzz as a young test pilot who eventually becomes a Space Ranger.

WHERE TO WATCH: ONLY IN THEATERS | JUNE 2022

DUNGEONS AND DRAGONS

ENTERTAINMENT ONE AND SWEETPEA ENTERTAINMENT Wizards of the Coast’s beloved fantasy role-playing game Dungeons and Dragons was first published in 1974. This year, it comes to the big screen with a new movie starring Chris Pine and Michelle Rodriguez.

WHERE TO WATCH: ONLY IN THEATERS | MARCH 2023

SUPER MARIO BROS. ILLUMINATION AND NINTENDO

Nintendo’s Mario was introduced in the 1981 video game Donkey Kong, returning in 1985 in Super Mario Bros. Now, the Italian plumber is starring in his own film, with Chris Pratt taking on the role of the titular character.

WHERE TO WATCH: ONLY IN THEATERS | DECEMBER 2022

TRANSFORMERS

SKYDANCE MEDIA, ENTERTAINMENT ONE, DI BONAVENTURA PICTURES, NEW REPUBLIC PICTURES, AND BAY FILMS Hasbro’s Transformers franchise began in 1984 with the introduction of the toy line, quickly expanding to include TV series, films, comic books, and more. The seventh Transformers film, Transformers: Rise of the Beasts, centers around Optimus Prime in 1994.

WHERE TO WATCH: ONLY IN THEATERS | JUNE 2023

PAW PATROL: THE MIGHTY MOVIE

SPIN MASTER ENTERTAINMENT, NICKELODEON MOVIES Everyone’s favorite search-and-rescue dogs will be back for a second movie! The crew is bringing fans back to Adventure Bay for an all-new adventure on the big screen. In addition to the new film, Spin Master and Nickelodeon are teaming up once again for a new PAW Patrol spin-off TV series for one of the main pups, set to debut in 2023.

WHERE TO WATCH: ONLY IN THEATERS | OCTOBER 2023

MASTERS OF THE UNIVERSE MATTEL TELEVISION

The iconic franchise from the ‘80s is getting a modern day revamp with a new live-action movie set to debut on Netflix. The film will follow Adam, played by Kyle Allen, as he discovers he is a prince destined to be the savior of a faraway land.

WHERE TO WATCH: NETFLIX | TBD

COMING SOON: There are several upcoming films from Mattel with no set release date yet! Fans can look forward to entertainment from the following brands: Magic 8 Ball, Rock ‘Em Sock ‘Em Robots, American Girl, UNO, Barney, Polly Pocket, View-Master, Major Matt Manson, Christmas Balloon, and Hot Wheels. toybook.com | FEBRUARY 2022 | THE TOY BOOK 311

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IT’S BEEN TWO YEARS SINCE WE’VE SEEN EACH other IRL, but luckily, play has no boundaries. Whether through Zoom, online games, or old-school phone calls, we’ve managed to keep in touch and stay connected. This pop quiz is a throwback to simpler times. Celebrate a new year of play by testing your knowledge of some classic toys, games, and more. Cheers to the power of our industry!

Images courtesy of The Strong

1. HARRY POTTER HAS TOPPED THE ENTERTAINMENT AND TOY INDUSTRIES FOR MORE THAN TWO DECADES, BUT HOW WELL DO YOU KNOW THE WIZARDING WORLD? FROM WHICH TRAIN PLATFORM AT KING’S CROSS STATION DO MAGICAL STUDENTS CATCH THE HOGWARTS EXPRESS?

3. INTRODUCED BY SANRIO IN 1975, HELLO KITTY AND HER CUTE BOW CAN BE FOUND ON EVERYTHING FROM TOYS AND CLOTHING TO MANGA AND BEYOND. WHAT WAS THE BRAND’S FIRST PRODUCT INTRODUCED IN THE U.S.?

4. HOW MANY PAWNS START IN A GAME OF CHESS?

7. THE ORIGINAL MONOPOLY BOARD GAME USED STREET NAMES FROM WHICH U.S. CITY? A. NEW YORK CITY

5. WHAT COLOR WAS THE ORIGINAL EASY BAKE OVEN?

B. ATLANTIC CITY, N.J.

A. PINK

C. WASHINGTON, D.C.

B. PURPLE

D. CHICAGO

C. TURQUOISE

2. HOW MANY SQUARES MAKE UP A CLASSIC RUBIK’S CUBE? A. 24 B. 34 C. 44 D. 54

D. GRAY 6. THE PIRATES OF THE CARIBBEAN FRANCHISE HAS INSPIRED MANY PLAYSETS, PUZZLES, AND TOYS FROM COMPANIES SUCH AS DISNEY, FISHER-PRICE, PLAYMOBIL, AND LEGO. WHAT IS THE NAME OF THE FAMOUS SHIP FROM THE FRANCHISE THAT INSPIRED THESE TOYS?

8. RELEASED IN 1996, THE ORIGINAL BOP IT ASKED PLAYERS TO FOLLOW THREE INSTRUCTIONS. WHICH COMMAND WASN’T IN THE ORIGINAL VERSION OF THE GAME? A. BOP IT! B. TWIST IT! C. FLIP IT! D. PULL IT!

Answers: 1. Platform 9¾ 2. D. 54 3. Hello Kitty vinyl coin purse 4. 16 5. C. Turquoise 6. The Black Pearl 7. B. Atlantic City, N.J. 8. C. Flip It!

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Reach Millions of Consumers This Holiday Season

You’ve got your d now protec and any toys games or that you’re bring

You’ve got your ducks in a row, now protect them…

GRANT PATENT SERVIC and any toys, hobbies, games or crafts Searching Preparation Litigation L that you’re PATENT, bringingTRADEMARK, to market. and COPYRIGHT A

For a licensed patent attorney registered to practic U.S. Patent and Trademark Office, conta

GRANT PATENT SERVICES Jonathan Grant

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The Toy Insider Holiday Gift Guide runs in the November issue of Parents magazine. Parents readers purchased nearly 28.5 million toys and games in 2020; that’s nearly $1 BILLION worth of products.

Searching Preparation Litigation Licensing Tel: 301-603-9071 or 301-346-871 jgrant@grantpatents.com Web: www.g PATENT, E-mail: TRADEMARK, and COPYRIGHT APPLICATIONS For a licensed patent attorney registered to practice before the U.S. Patent and Trademark Office, contact: Jonathan Grant GRANT PATENT SERVICES Tel: 301-603-9071 or 301-346-8714 E-mail: jgrant@grantpatents.com Web: www.grantpatents.com

The Toy Insider Team appeared in 400 national and major market TV segments in 2021, showcasing the BEST toys to millions of consumers all year long.

16.3 BILLION

Impressions in 2021!

Ask about our Digital Media Program!

@thetoyinsider

To participate, contact: Laurie Schacht laurie@toyinsider.com

Jackie Breyer jackie@toyinsider.com

James Devin jd@toyinsider.com

Stephanie Infantino stephanie@toyinsider.com

toyinsider.com

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FLASHBAC A BLOCKBUSTER NIGHT AT THE THEATER IN A GALAXY FAR, FAR AWAY

NICKELODEON HIGHLIGHTS JIMMY AND JOE

Nickelodeon is putting its support behind two very different characters this spring: Jimmy Neutron, who is getting his own animated series, and Joe, the new host of Blue’s Clues.

Joe makes Blue’s Clues his own by bringing along some of his favorite things: Pals Baby Bird and Polka Dots and a new song to open the show.

New episodes featuring Joe will begin to air on April 22.

K’NEX celebrates its 10th anniversary with seven new building set releases.

Fort Abraham Lincoln is a limited-edition Lincoln Logs collector set, which will be the first of a new series of annual limited-edition sets. The fortress activity set will only be available in 2002. It features the classic elements of Lincoln Logs along with die-cast figures.

»

HASBRO CELEBRATES 20 YEARS OF TRIVIAL PURSUIT

NELVANA ACQUIRES BERENSTAIN BEARS DURING MILESTONE YEAR

A production deal between Berenstain Enterprises and Corus Entertainment’s Nelvana means a new series on PBS ahead of the bears’ 40th anniversary. The Berenstain Bears will lead a one-hour Nelvana Block with 15-minute episodes this fall.

The Bratz Mobile from MGA Entertainment is a stylish car that fits two Bratz dolls inside. It features a working FM radio; a moving stick shift; an opening trunk, glove compartment, and doors; and wheels and a steering wheel that rotate. It also comes with multiple accessories.

»

Twenty years after its original introduction, the game that continues to bring adults together celebrates its heritage with a special anniversary edition that captures remarkable subject matter from 1982-2002.

With the Trivial Pursuit 20th Anniversary Edition, players will be challenged to recall people, places, and events from the past 20 years. The 4,800 new questions are divided into six new categories: Global View, Sound & Screen, News, the Written Word, Innovations, and Game Time.

The Barbie Talk ‘n Style Fashion Phone from KIDDesigns is a telephone that kids can actually use to call their friends. They can choose to use the handset or hands-free headset.

An eavesdropper alert lights up if somebody picks up another line.

»

2002 is shaping up to be a blockbuster year as Star Wars Episode II: Attack of the Clones will release in theaters on May 16. Lucasfilm is unleashing an entirely new licensing and promotional strategy for this film.

These latest films in the franchise are produced on three-year cycles, pushing Episode III to the summer of 2005. “It’s an open guess at this point as to where it will go after 2005,” says Howard Roffman, president of Lucas Licensing. “A TV series is not outside the realm of possibilities.”

FEBRUARY 2002

The SpongeBob SquarePants Sno-Cone Maker from Little Kids turns ordinary ice cubes into a refreshing frozen treat. Kids drop ice into the snow-cone maker, crank a handle, and shaved ice comes out of SpongeBob’s mouth. The toy comes with cups, spoons, and a tropical flavor packet.

»

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