The Toy Book - February 2024

CELEBRATING 40 YEARS ON THE PULSE OF PLAY

®

VOLUME 40, NO. 1

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FEBRUARY 2024

IN THIS ISSUE Volume 40, No. 1 — Published by Adventure Media & Events LLC

CEO Laurie Schacht laurie@toybook.com Vice President & Group Publisher Jackie Breyer jackie@toybook.com Editor-in-Chief James Zahn james@toybook.com Senior Editors Ali Mierzejewski ali@toybook.com Marissa Silva marissa@toybook.com Nadia Velit nadia@toybook.com Assistant Editors Samantha Connell samantha@toybook.com Ashley Pelletier ashley@toybook.com

THE BIG TOY BOOK

From left to right: Rainbow Brite 5.5-inch Fashion Doll (TLS Toy), Hollywood Rides Ghostbusters Ecto-1 with Transformers Optimus Prime G1 Graphics (Jada Toys), Playmobil 50th Anniversary Knight (Playmobil), Godzilla 1954 (Bandai), Cinematographer Barbie (Mattel)

Departments

Features

22 | From the Editor

34 | Resetting Expectations The U.S. Toy Market Sets its Sights on More Correction in 2024

24 | Industry Update 26 | Toy Association Update 28 | ASTRA’s Insights 30 | Stat Shot: U.S. 31 | Stat Shot: Canada 32 | Stat Shot: Latin America 50 | Raising the Bar 52 | Marketing Memo 74 | Outside the Box 90 | Changing the Game 98 | Talkin’ Toys: The Lumistella Company 154 | Giving Back: Jazwares Cares 166 | WiT Stories 168 | Pop Quiz 170 | Flashback

136 | The Hong Kong Show at 50 Trade Show Season Begins Amid New Challenges for the Industry

Showcases

36 | State of the Industry Q&A Toy industry leaders, manufacturers, and retailers weigh in on the topics shaping the business this year.

Our Curated Spotlight on New Toys and Games Hitting Retail This Year

44 | Company Stores!

Unique Retail Experiences Drive Brand Awareness

68 | Action Figures & Collectibles

48 | FUNfluential Connecting Creators Who Love Play with Brands that Build Joyful Products 66 | Till All Are One! 40 Years of Hasbro’s Transformers 76 | Origins Game Fair Unveiling the Epic Quests Awaiting Board Game Buffs 92 | The Future is Brite Rainbow Brite Celebrates 40 Years of Magic 122 | 40 Years of Fun A Visual Timeline of the Toys, Brands, and Cultural Moments that Have Shaped Kids’ Wish Lists Since 1984

54 | Stock This!

78 | Games & Puzzles 94 | Dolls 100 | Infant & Toddler 108 | Preschool 116 | Plush 124 | Vehicles & R/C 128 | Outdoor & Active 138 | Arts, Crafts, & Activities 148 | Construction 156 | Impulse & Novelties 162 | Toy Adjacent

Social Media Editor Nicole Savas nicole@toybook.com Editorial Assistants Madison Patterson madison@toybook.com Kit Schroder kit@toybook.com News Writer Bug Hartsock Interns Taylor Battle Kristine Kearns Val Kluge Art Director Joe Ibraham joe@toybook.com Graphic Designer Elena Sorce elena@toybook.com Business Operations Manager Bill Reese bill@toybook.com Executive Director of Sales & Marketing James Devin jd@toybook.com Sr. Sales & Marketing Executive Stephanie Infantino stephanie@toybook.com

On the cover: To celebrate 40 years on the pulse of play, The Toy Book collaborated with Kenny Kiernan for our first-ever illustrated cover. The epic toy party features a mix of characters and brands celebrating milestone anniversaries this year alongside other icons that had to show up. Notice anyone missing? Let’s just say that this year-long party is just getting started!

Sales & Marketing Executive Thomas Stephen Jr. thomas@toybook.com

The Toy Book Volume 40, No. 1. THE TOY BOOK (ISSN-0885-3991) is published bi-monthly by Adventure Media & 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 © 2024 Adventure Media & Events. 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 & Events LLC. Registered in the U.S. Patent & Trademark Office. Postmaster: Send address changes to: Toy Book, c/o Adventure Media & Events, 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.

Sales & Marketing Assistant Luíza Peres luiza@toybook.com Controller/Office Manager Lori Rubin lrubin@adventurepub.com

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FROM THE EDITOR

LIFE ON THE PULSE OF PLAY

Celebrating the 40-Year Legacy of “A Toy Department in Print”

by JAMES ZAHN, Editor-in-Chief

I

t was 1984. The dust hadn’t quite settled from the Cabbage Patch Kids craze of ‘83 and brands like Care Bears, Masters of the Universe, My Little Pony, and G.I. Joe: A Real American Hero were dominating toy aisles. Despite the emergence of new brands that eventually became cultural icons, the toy industry faced challenges and found itself at a turning point on the cusp of an evolution to become something bigger.

In New York, industry veteran Harvey Stern, a former toy buyer with a dozen years of experience leading a toy trade publication, was plotting a different evolution. With a scrappy team including publishing partner Judy Basis and Executive Editor Milt Schulman, Stern started his own magazine: The Toy Book — “A Toy Department in Print.”

The Toy Book’s first print issue, Volume 1, No. 1, debuted at Toy Fair in February 1985 as the industry celebrated the record growth of ‘84.

Hailed as “a new and dynamic communications vehicle” for the toy industry with “a primary editorial thrust” for toy buyers and industry executives “in the U.S. and Canada,” the magazine changed the landscape of what a toy trade could be. Its coverage scope was wider. Its reach was bigger. And how the content was put together — by department versus by manufacturer — was revolutionary.

CHANGING WITH THE TIMES After four decades on the pulse of play, The Toy Book is kicking off its 40th volume with this special edition of The BIG Toy Book, the annual issue that, until the COVID-19 pandemic hit in 2020, was timed with Toy Fair in New York. As Stern once said in his “Publisher’s Viewpoint” column, “Bigger isn’t necessarily better, but better makes it bigger,” and that’s certainly the case this year.

From our first-ever, hand-drawn editorial cover by packaging designer Kenny Kiernan to the final words in Flashback, this issue is a collectible time capsule that celebrates the industry we love and serve with timely features and actionable data.

And, since The Toy Book isn’t alone in reaching a milestone this year, we’re setting the stage for a year-long celebration of some big brands that you won’t want to miss, starting with Transformers (pg. 66) and Rainbow Brite (pg. 92).

Our annual State of the Industry roundtable begins in a new format on page 36 and continues online with extended commentary from each participant available at toybook.com. Look for additional conversations in our Licensing, Specialty, and LA Preview issues.

Looking back on four decades of toy history, it’s clear that “evolution” is a key element not just in the success of the industry, but in the longevity of The Toy

Book itself — and a “Toy Book evolution” is something that I promised upon taking the helm as Editor-in-Chief two years ago. It’s a promise that we delivered on last year, growing readership with a refreshed magazine, a new website, and a host of new features. But we’re not done yet!

I’ve often likened our company, led by Chief Toy Officer Laurie Schacht — Stern’s daughter — to a “40-year-old startup.”

And evolution, yes I said it again, is in its DNA and continues this year.

As the leading and longest-running trade publication serving the toy industry in North America, The Toy Book remains committed to supporting the business of play in new and innovative ways. In the months ahead, you can expect to see new and updated product offerings that our team has been working on and we can’t wait to share them with you as The Toy Book enters its fifth decade.

Let's rock 2024 together!  James Zahn, best known as The Rock Father, is the Editor-in-Chief of The Toy Book and a Senior Editor of The Toy Insider and The Pop Insider.

Frequently called upon for expert commentary on the toy industry, he has been featured in The New York Times and Forbes, and has appeared on Yahoo!

Finance, CNBC, BBC, NBC, ABC, CBS, FOX, CNN, and more. Connect with him on LinkedIn or follow him on X and Instagram @therockfather.

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INDUSTRY UPDATE

Source: Kingsmen Xperience

COMBINED CRAYOLA EXPERIENCE, NERF ACTION XPERIENCE TO OPEN THIS FALL IN PIGEON FORGE, TENNESSEE The Crayola Experience and NERF Action Xperience have been approved to open this fall in Pigeon Forge, Tennessee. At the Crayola Experience, guests can create personalized crayons, design melted wax art, and more. Next door, they can participate in blaster battle zones, sports challenges, and obstacle courses at the NERF Action Xperience, licensed by Hasbro. 

PLAYMOBIL CELEBRATES 50TH ANNIVERSARY

OMER DEKEL NAMED NEW CEO AT PMI KIDS’ WORLD In a special celebration at Spielwarenmesse in Nuremberg, PMI Kids’ World revealed plans for Omer Dekel to succeed his father, Boaz Dekel, as CEO. Boaz led the company for 30 years, expanding its reach from a maker of pocket money toys into a global business with top licenses. 

Launched in 1974, Playmobil celebrates 50 years with the “Join the Party” campaign featuring special anniversary products, collaborations, and more. 

MCFARLANE TOYS CELEBRATES 30 YEARS Founded in 1994 by Todd McFarlane, the company has remained a privately owned innovator in action figures. This year, McFarlane Toys will release several limited-edition Gold Label figures. 

MOOSE TOYS INKS ‘BEAST’ OF A PARTNERSHIP DEAL MrBeast, who is known for his philanthropy and massive reach as a digital creator on YouTube, collaborated with Moose Toys on a line of collectible action figures that will debut at retailers worldwide this fall. 

LEGO STAR WARS TURNS 25

KIDSTUFF PUBLIC RELATIONS CELEBRATES 30TH ANNIVERSARY The public relations agency, which focuses solely on kids’ products and toys, is celebrating 30 years in business. The company was founded in Wisconsin by Lisa Orman, who used her team’s “momsense” as a tool in successfully promoting clients. 

The LEGO Group is celebrating 25 years of partnership with Lucasfilm by launching LEGO Star Wars anniversary sets including R2-D2, The Millennium Falcon, The Invisible Hand, and more. 

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TOY ASSOCIATION UPDATE

THE TOY ASSOCIATION UNVEILS PLANS FOR UPCOMING TRADE EVENTS A New Toy Preview Comes to Los Angeles This Fall

by KIMBERLY CARCONE, Executive Vice President of Global Market Events, The Toy Association

T

he Toy Association is gearing up to offer more resources and opportunities to help the global play community succeed.

Reflecting on the success of our re-imagined Toy Fair, this past show served as a dynamic stage where the pulse of innovation in play reverberated across every aisle and booth. The energy and enthusiasm showcased by exhibitors, buyers, and industry professionals were nothing short of extraordinary and we anticipate yet another chapter of innovation, collaboration, and opportunity at the 119th Toy Fair, which will take place at the Javits Center in New York City from March 1-4, 2025.

The renewal period for returning exhibitors is currently in full swing and will conclude at the end of February, while general exhibit sales will open in April. Exhibitors that lock in their booth space early will be included in the priority round of booth assignments, starting in mid-March.

INDUSTRY EDUCATION The Toy Association will roll out digital recordings of the 2023 Toy Fair University educational sessions, in addition to never-before-seen content, through May. The recordings feature experts covering

a plethora of topics, from how to market in the metaverse and utilize generative artificial intelligence (AI) programs like ChatGPT, to lessons on unlocking new retail strategies and adhering to safety regulations. These product development, marketing, and retail insights are designed to further empower toy professionals at all stages of their careers with the knowledge needed to navigate the intricacies of the industry successfully.

DESIGNER & INVENTOR COMMUNITY The Toy Association has long been a champion of innovation, and this promises to be another significant year with a renewed focus on serving inventors, designers, and other creatives. On March 4, the Association will hold its first virtual Creative Factor Inventor Day of the year.

These inventor days have become a critical component to our year-round work in creating opportunities for industry newcomers to meet with seasoned toy and game professionals, share ideas, gain insights, and — most importantly — connect with manufacturers who can help bring their creations to life. More information on how to get involved in Creative Factor Inventor Days, including those held in conjunction with Toy Fair, is available at toyassociation.org.

LOS ANGELES PREVIEW EVENT We’ve heard industry feedback loud and clear, and I’m excited to share that The Toy Association will have a presence in Los Angeles this fall. Our team has invested significant time engaging with toy companies, retailers, and other industry players to understand their needs and explore different ways the Association can provide and facilitate long-term exposure opportunities to companies that wish to be in Los Angeles during the upcoming fall preview season. The LA Fall Preview market week will take place Sept. 9-13, 2024. More details are coming soon!

In embracing the spirit of our industry through Creative Factor Inventor Days, education for all, and upcoming events in Los Angeles and New York, The Toy Association is paving the way for a new era of shared success for our play community.

We hope you join us along the way!  Kimberly Carcone is responsible for the management of The Toy Association’s go-to-market events, including Toy Fair New York. Carcone is a seasoned professional with nearly 30 years of experience in non-profit and corporate event management, marketing, and publishing in both New York City and Washington, D.C.

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ASTRA’S INSIGHTS

DOING WHAT WE DO BEST

How Specialty Retailers Can Win in 2024

by SUE WARFIELD, President, American Specialty Toy Retailing Association (ASTRA)

I

t’s a new year, and with it comes new trends and issues affecting retailers and manufacturers alike, such as artificial intelligence (AI), the evolving landscape of online sales, smaller footprints for big-box stores, creating better customer experiences in physical retail stores, and inflation leveling off. So how many of these will impact us at the specialty level?

At ASTRA, we are looking ahead to what’s in store for independent toy retailers and toy makers, as well as the industry as a whole. We believe that much of the future is determined by what we can do to work with our members and how our members work within their communities. Despite the trendy new headlines predicting what’s changing the retail landscape, specialty retailers should focus on the following tips, which will continue to set them apart: Promote local, community engagement: In 2023, we saw a big increase in consumers who craved the in-store experience. Forget having to walk through a massive store to find the specific things you want or browsing through endless aisles to discover what’s new. Instead, encourage consumers to enjoy the specialty experience offered by local businesses and take part in the events they offer.

Provide service and a knowledgeable staff: When shopping for toys, customers are searching for the best toys for the kids in their lives — whether it’s a toy that’s age- and ability-appropriate, one that will last, one that inspires imaginative play, or one that will simply hold a child’s interest. At ASTRA, we

are rolling out our Certified Play Expert (CPE) program online as well as offering more in-person classes around the country. This program dives deep into the intricacies of child development, helping toy industry professionals gain insights into the

Theresa Duncan and Hazel Gallup help customers together at Villa Villekulla Toys in Fernandina Beach, Florida.

Source: Villa Villekulla Toys

profound significance of play at every stage of growth, including adulthood.

Act fast: Independent retailers can pick up on local trends as they develop and act upon them faster than big-box stores. In many cases, specialty shops are the ones who start the big trends!

Listen to your customers, pay attention to what people are looking for and what’s trending, and become the go-to destination for it.

Develop a digital presence: With

screen fatigue and issues with “what I saw and ordered online wasn’t really what I got,” more consumers want to shop and buy in person. But we can’t ignore the fact that more people are shopping — and browsing — online than ever before.

Whether you open an online store with delivery capabilities, develop Instagram or TikTok profiles, or start a weekly newsletter, it’s important to engage with your customers online.

Elevate your displays: Average sales are up as products seen in person make the buying decision easy. Let your customers see, feel, and experience the products you offer — it’ll help them better understand the products and lead to an easy purchase.

One of our biggest superpowers at the specialty level: We are real people with real knowledge, ready to serve our communities. With AI being used in so many ways, people are beginning to wonder whether it’s bots or humans behind so many customer service experiences. While there are ways we can use AI for efficiency and to power through more mundane background tasks, what about the personal, authentic, caring, and understanding interactions we crave? These experiences can only come from people. Let’s never forget that in the toy industry: We shape the future!  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.

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

ANNUAL $USD 2023

CHANGE

Action Figures and Accessories

$2.04 billion

-13%

Arts and Crafts

$1.23 billion

-8%

Building Sets

$3.15 billion

8%

Dolls

$2.89 billion

-16%

Games and Puzzles

$3.50 billion

-2%

Infant, Toddler, and Preschool Toys

$3.38 billion

-9%

Youth Electronics

$408.56 million

-11%

Outdoor and Sports Toys

$4.52 billion

-16%

Plush

$2.56 billion

1%

Vehicles

$1.81 billion

0.3%

Explorative and Other Toys

$2.47 billion

-12%

GRAND TOTAL

$28 billion

-8%

2023 TOP 10 TOYS RANK

ITEM

MANUFACTURER

1

Squishmallows Plush 8-inch Assortment

Jazwares

2

Squishmallows Plush 16-inch Assortment

Jazwares

3

Hot Wheels Singles 1:64 Assortment

Mattel

4

Squishmallows Plush 12-inch Assortment

Jazwares

5

Barbie Dreamhouse

Mattel

6

Squishmallows Plush 14-inch Assortment

Jazwares

7

Squishmallows Plush 11-inch Assortment

Jazwares

8

Icons Botanical Collection Wildflower Bouquet

The LEGO Group

9

Icons Botanical Collection Orchid

The LEGO Group

10

Bunch O Balloons 3 Pack

ZURU

Source: Circana/Retail Tracking Service/U.S. Toys/Annual 2023. Copyright 2024. Circana. All Rights Reserved. Proprietary and Confidential. Data is representative of retailers that participate in Circana’s Retail Tracking Service. Circana’s current estimate is that the Retail Tracking Service represents approximately 76% of the U.S. retail market for toys.

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DOLLAR SALES, CANADIAN TOY INDUSTRY, SUPERCATEGORIES SUPERCATEGORY

ANNUAL $CAD 2023

CHANGE

Action Figures and Accessories

$149 million

-6%

Arts and Crafts

$99 million

-5%

Building Sets

$329 million

8%

Dolls

$206 million

-16%

Games and Puzzles

$296 million

-4%

Infant, Toddler, and Preschool Toys

$263 million

-8%

Youth Electronics

$35 million

-18%

Outdoor and Sports Toys

$375 million

-19%

Plush

$190 million

3%

Vehicles

$164 million

5.9%

Explorative and Other Toys

$146 million

-8%

GRAND TOTAL

$2.25 billion

-7%

2023 TOP 10 TOYS RANK

ITEM

MANUFACTURER

1

Squishmallows Plush 12-inch Assortment

Jazwares

2

Hot Wheels Singles 1:64 Assortment

Mattel

3

Squishmallows Plush 8-inch Assortment

Jazwares

4

Icons Botanical Collection Wildflower Bouquet

The LEGO Group

5

Icons Botanical Collection Orchid

The LEGO Group

6

Squishmallows Plush 16-inch Assortment

Jazwares

7

Gabby’s Dollhouse Purrfect Playset

Spin Master

8

Star Wars Advent Calendar 2023

The LEGO Group

9

Furby Plush Interactive Toys 6-inch Assortment

Hasbro

10

Technic Lamborghini Huracan Tecnica

The LEGO Group

Source: Circana/Retail Tracking Service/Canada Toys/Annual 2023. Copyright 2024. Circana. All Rights Reserved. Proprietary and Confidential

THE BIG TOY BOOK 31

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LATIN AMERICAN TOY INDUSTRY, SUPERCATEGORIES - MEXICO SUPERCATEGORY

ANNUAL $PESOS 2023

CHANGE

Action Figures and Accessories

$3,623

-10%

Arts and Crafts

$1,661

-2%

Building Sets

$2,951

6%

Dolls

$7,156

-2%

Games and Puzzles

$2,685

11%

Infant, Toddler, and Preschool Toys

$4,762

-1%

Youth Electronics

$236

-7%

Outdoor and Sports Toys

$5,255

1%

Plush

$1,544

8%

Vehicles

$5,319

17%

Explorative and Other Toys

$1,140

-42%

GRAND TOTAL

$36,330

0%

LATIN AMERICAN TOY INDUSTRY, SUPERCATEGORIES - BRAZIL SUPERCATEGORY

ANNUAL $REAIS 2023

CHANGE

Action Figures and Accessories

$355

-16%

Arts and Crafts

$214

2%

Building Sets

$271

-2%

Dolls

$964

-13%

Games and Puzzles

$506

0%

Infant, Toddler, and Preschool Toys

$901

-13%

Youth Electronics

$50

4%

Outdoor and Sports Toys

$616

-19%

Plush

$219

3%

Vehicles

$613

-10%

Explorative and Other Toys

$113

-53%

GRAND TOTAL

$4,822

-12%

Copyright 2024. Circana. All Rights Reserved. Proprietary and Confidential

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STATE OF THE INDUSTRY

Source: stock.adobe.com

RESETTING EXPECTATIONS The U.S. Toy Market Sets Its Sights on More Correction in 2024

by JULI LENNETT, Vice President, Industry Advisor, U.S. Toys, Circana (formerly The NPD Group)

I

n 2023, retail sales of toys in the U.S. totaled $28 billion, reflecting an 8% decrease — equivalent to $2.4 billion — compared to 2022. This decline was mirrored in both unit sales and average selling price (ASP), which experienced an 8% and 0.4% drop, respectively, with the ASP settling at $12.08.

Looking beyond the annual figures, it’s important to recognize the resilience of the toy industry. Despite the decline in 2023, the overall picture reveals a sizable $5.7 billion increase in sales since 2019.

This positive trend is largely attributed to the consistent growth in ASPs over the past four years, driving an average 6% year-over-year increase in dollar sales.

The toy industry has demonstrated the ability to adapt and thrive, even in the face of challenges.

The industry experienced several headwinds in 2023, including persistent inflation, dwindling consumer savings, and a rise in consumer credit card debt. These factors markedly

affected consumer spending trends, as many shoppers began to prioritize essential purchases and reduce discretionary spending. In the fourth quarter, specifically, dollar sales decreased by 8% compared to last year, according to Circana’s Retail Tracking Service, while unit sales declined at a slightly slower rate of 6% and ASP dropped by 2%.

“Consumer demand will be heightened by newness, innovation, and evergreen or nostalgic products showcased in a new light.”

While economic challenges have impacted overall consumer behavior, the toy industry has still reaped the benefits of an influx of new consumers since 2019.

Engaging with these consumers and keeping them interested with innovative and exciting products is essential for driving future growth.

2023 HIGHLIGHTS Consumer preferences shifted throughout 2023 across product categories, with three out of the 11 supercategories tracked by Circana experiencing growth. Building Sets led the charge with the most significant dollar gain, followed

by Plush and Vehicles. While Outdoor & Sports Toys maintained its position as the largest supercategory, it also faced the most substantial dollar decline.

The year’s top-performing toy properties, including Pokémon, Barbie, Squishmallows, Star Wars, Marvel, Hot Wheels, Fisher-Price, LEGO Star Wars, Disney Princess, and Melissa & Doug, offer a snapshot of 2023’s consumer preferences and trends.

A LOOK AHEAD To reset and rebalance was my overarching theme for the toy industry in 2023.

This year, my message is one of correction and consistency, to pave the way for stability. With that, as an industry, we need to get through some inconsistency before we can get back on solid ground.

Consumers will continue to face financial pressures in 2024 so we’re still in for a bumpy road ahead.

Inflation, despite a slowdown, re-

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U.S. Toy Industry: Annual Sales 2023 Dollar sales decreased 8% or $2.4 billion while unit sales slipped 8%.

Compared to 2019, dollar sales have increased 26% or $5.7 billion.

mains a notable challenge. Elevated prices persist, and consumer demand across the discretionary categories is still yet to fully rebound despite slower inflation.

Student loan repayments will further impact parents with young children and the kidult demographic. This financial strain is expected to peak in September 2024, as the deadline looms for starting repayment without negatively impacting credit ratings.

Amidst these macroeconomic challenges, there are some nice tailwinds to lift the industry. Overall, the economy, labor market, and consumer confidence are all showing signs of improvement. On the retail front, retailers are recognizing that they need to improve the shopping experience and are investing in their stores.

With many retailers successfully shedding excess inventory from the holiday season, the stage is set for improved inventory management and enhanced reported sellin to retailers compared to 2023. From a demographic perspective, grandparents are stepping up to the plate, buying more toys for their grandchildren in the third quarter of 2023 compared to the prior year. Grandparents have big spending power in the toy industry, so implement a grandparent strategy if you don’t already have one.

Consumers will be more focused on their immediate needs in the year ahead, but they naturally will not forgo the top toy-buying occasions including birthdays,

Christmas, Easter, and so on. Doubling down on these occasions will be critical as consumers manage tighter budgets. Highlighting overall value to justify spending and offering something for everyone, across all price points, will be important for success. Furthermore, adopting a strategic approach to marketing, inventory management, and adapting to shifting demographics will offer toy industry leaders a way to navigate and thrive in 2024. Consumer demand will be heightened by newness, innovation, and evergreen or nostalgic products showcased in a new light.  Data Sources: Circana, Retail Tracking Service, January-December 2019-2023; Circana, Checkout Recipient Insights, Q3 2023. Data is representative of retailers that participate in Circana’s Retail Tracking Service. Circana’s current estimate is that the Retail Tracking Service represents approximately 76% of the U.S. retail market for toys. *New = no sales volume in 2022

Juli Lennett is the Vice President, Industry Advisor for Circana’s U.S. toys division. She has spent more than 16 years at the company (formerly The NPD Group) managing client relationships and consulting with a variety of manufacturers, licensors, and retailers within the toy industry.

DRIVERS OF CHANGE While only Building Sets, Plush, and Vehicles had overall category sales gains last year, there were bright spots across the board: • Mattel’s Hot Wheels brand took the checkered flag as the Global Top Selling Toy of the Year for its 1:64-scale mainline single vehicles assortment.

• Jazwares’ Squishmallows had five of the top 10 selling toys for the total toy industry in 2023.

• Pokémon, Harry Potter, and Sesame Street-branded items drove growth in Plush alongside Hasbro’s Furby and Moose Toys’ Cookeez Makery.

• ZURU’s X-Shot was the largest gaining property in the Outdoor & Sports category.

• LEGO dominated the Building Sets category to be named Global Top Toy Manufacturer.

• Other hot products last year included MGA Entertainment’s Miniverse, Spin Master’s Bitzee, JAKKS Pacific’s Super Mario Bros., Moose Toys’ Beast Lab, and Playmates Toys’ Teenage Mutant Ninja Turtles.

Check out an extended edition of this feature at toybook.com

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Sales declines! Layoffs! Mergers & Acquisitions! War! Supply chain issues! Newness! Innovation!

The Toy Book brings together a panel of industry leaders, manufacturers, retailers, and distributors to discuss the trends, wins, challenges, and opportunities shaping the North American toy industry as it regroups after a tough year and gets ready to rock and roll. compiled by JAMES ZAHN, Editor-in-Chief

THE TOY ASSOCIATION A Leadership Transition ANDY KEIMACH Interim President & CEO What was your first priority after taking the helm at The Toy Association?

My first and continuing priority is to have conversations with as many industry members as possible, with special care to reach well beyond our current membership, ensuring I get a great cross-section of industry influencers, veterans, newcomers, and members. I am a straight shooter who likes people to tell it like it is, good or bad.

In addition, I am prioritizing plans for the LA Fall Preview marketplace in September; The Toy Foundation’s work bringing toys to millions of children through our Toy Bank and Play Grants programs; and Toy Fair 2025 in New York City.

Strongly advocating for industry interests at all levels of government continues to be a cornerstone of our work. Progress on our ongoing advocacy to revise Pennsylvania’s outdated stuffed toy manufacturing law will continue this year

and ultimately impact manufacturing and retail across the U.S. and in some cases internationally. We are also engaged in crucial advocacy related to Section 301 tariffs, IP protection, chemical reporting, global standards alignment, and more.

Some members of the industry have expressed concern with the Association, particularly with expenses and the handling of Toy Fair, which may have overshadowed the good that is done on the regulatory and advocacy sides of the business. How are you approaching those concerns to restore confidence?

I am listening to members and industry stakeholders. It is The Toy Association’s mission to support the business of play as a whole. We must do a better job of understanding the needs of everyone we serve. We are confident that we will be able to address these needs and move our programs, events, and work forward in a way that is meaningful to all.

What is the biggest challenge facing members?

Restoring and fueling growth is the broad challenge that the industry faces. True innovation will ultimately snap the past two years of post-pandemic decline. The toy industry has a rich history of being adaptable, creative, and responsive to challenges and changing market dynamics. 

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Toy Retail

QUESTION: International retailers have strengthened their merchandising efforts over the past year. How can U.S. retailers follow suit and do better?

ISAAC LARIAN Founder & CEO MGA Entertainment International retailers — especially Smyths — have invested in retailtainment. Toys bring foot traffic to stores and those consumers buy other goods. This allows for growth and market share gain overall. U.S. retailers must invest in in-store events (retailtainment) to gain market share and increase foot traffic.

And, retailers must invest in in-store labor in their toy departments during the fourth quarter. 

Even Rivals agree. 6

\6

GRANT CHAPMAN President and Owner, Kroeger

NICK MOWBRAY

Retail in Canada is changing. What are some of the challenges at hand?

2023 was a tough year for retail and brickand-mortar retailers in Canada. Significant operating cost increases (minimum wage; interest rates; mortgage/rent hikes; increased logistic costs; etc.) drove consumer spending down, and excess stock from 2022 added fuel to the headwind fire. We lost some good toy retailers — loads of specialty and some Mastermind Toys locations — while others, including Toys “R” Us and Indigo, were significantly handicapped. Until we get our inflation in check, and our Central Bank reduces the interest rates by a few thousand basis points, we will continue to see consumers and retailers being cautious. 

The Indie LEAH PICKERING, CPE Owner, Kazoodles Toys In a challenging year, you doubled your store space. In which categories did you expand or experience growth last year?

We expanded several categories, as well as made space for events and community connections. A few of the categories where we experienced significant expansion are tween and teen accessories, stickers, and very specifically, Kawaii Slime products. We also saw an increase in plush and puzzle sales with the expanded space.

Magna-Tiles had a banner year at Kazoodles. The Downhill Duo set, in particular, performed exceptionally well.

We also witnessed strong sales in games with Mukikim’s Drench. Our success was further enhanced by Juratoys’ stock position returning to an exceptional level. 

CEO, ZURU The quality of merchandising activations ZURU is able to achieve internationally is much stronger than what can be done currently in the U.S. Retailers should work to create more brand activation opportunities in store, clearly map out the shopping experience to make aisles easy to shop for consumers, and make sure to stay on top of newness and innovation. 

The Major ANNE CARRIHILL Director of Toys & Games, Amazon Amazon had another recordbreaking start to the holiday season last year. What were some of the big wins and successes in the toy department?

We kicked off the holiday season by announcing the 2023 Toys We Love list — our biggest ever with more than 200 toys, games, and activity kits, including more than 100 new toys and more than 80 Amazon exclusives, that were sourced from the nearly 12 million toys and games in the Amazon U.S. store. We featured iconic brands like Crayola, Disney, LEGO, Mattel, and Squishmallows and unique offerings from small businesses like Magna-Tiles, Taco vs.

Burrito, and Orijin Bees. The bestselling toy from Amazon’s Holiday Kids Gift Book was the Barbie Dream House. 

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2023 STATE OF LICENSING

QUESTION: What are the biggest challenges and opportunities facing the toy industry this year?

JAY FOREMAN CEO, Basic Fun!

CRYSTAL GANIR

To me, the biggest challenge to the industry as a whole is the continuation and acceleration of ongoing trends:

Vice President Global & North America Head of Marketing, IMC Toys A significant hurdle is the shift in consumer shopping habits, influenced by inflation and the need to shop on practicality versus gifting. The key for toy companies to remain profitable is two-fold. First, they need to offer toys that provide value— not only in the sense of how much the toys cost, but also the play and benefits for kids. IMC Toys is currently scaling its Cry Babies brand, covering key ages and different stages, at price points that won’t break the bank but that still deliver on nurturing play that helps build traits like compassion and emotional intelligence in kids.

Second is variety and diversification. In the European market, IMC Toys is a key player across multiple categories and we’re looking to continue that legacy stateside by moving into the outdoor toy and blaster categories as well as games and special feature plush. 

1.

2.

3.

ANDREW WAGAR President & CEO, Swerve 2024 will be an interesting year for the toy industry having just come off an extremely challenging year from an economic and sales perspective, not to mention the ACTRA strike [in solidarity with SAG-AFTRA] and no Toy Fair in New York. But as the saying goes, “There are no problems, just solutions.” Here are some topics to watch this year: 1.

2.

3.

Changing Media Landscape: Newsrooms are shrinking, influencers are expensive, and streaming is entering live entertainment.

Rise of the Kidult: It is estimated 65-70% of all toy sales from Jan-Sept 2023 were by kidults ages 12-35.

This presents an opportunity for companies to grow sales with a new demographic.

Impact of the strikes: There will be limited new licensed properties this year. This presents an opportunity for companies to test new partnerships and licenses (i.e. Moose Toys x MrBeast), and to invest in IP and innovation. 

Age Compression in the Age of Electronics: If kids would always rather be playing video games, be on social media, and/or viewing content on their devices more than sitting and playing with traditional toys, it’s a huge challenge for us.

Growth and Dominance of Online Retailing and the Omnichannel: It’s not quite at the level of shopping for a book, but shopping for toys online is getting easier and more routine. Just 15 years ago you couldn’t find too many people over 50 that trusted using their credit cards and shopping online. Now grandma is as big of an online shopping ninja as mom is! With all the product info posted, along with reviews, consumers feel comfortable.

The problem is, we know that brick-and-mortar is the real showcase and launch environment for toys.

The more that flows online, the less that will be in stores to show off and promote.

Geopolitical Tensions, Highlighted Around China: China is the workshop of the toy industry, no matter what fantasies people might have about India or Vietnam. The worse the West’s relationship is with China, the worse it is for the toy industry, as China still produces more than 80% of the world’s toys. Finding ways to help turn down the heat and rhetoric on China is crucial to stability for the industry. 

ANDREW YANOFSKY Head of Marketing & Operations, WowWee Limited space for new entrant products at retail, along with a strong bias from retailers toward aggressive price points as consumer spending declines represents the biggest challenge, but also the biggest opportunity. The other side of this coin is that fewer toy makers are taking risk on new development and innovation. But the toy industry thrives on NEW. At WowWee, we’re really leaning in here and tapping into our R&D roots to buck this trend. 

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Catching Up & Looking Ahead TIM KILPIN JEREMY PADAWER Chief Brand Officer, Jazwares What is the biggest opportunity for Jazwares this year?

The biggest opportunity for Jazwares is to continue to be early, to be brave, and to take intelligent risks. We’re okay with taking small losses if it means having the opportunity to achieve big wins. The toy industry, especially in times of decline or slow growth, tends to entrench into the safety and security of long-term franchises overlooking less obvious big wins hiding in the rough. Jazwares will leverage the strength of long-term franchises (like Squishmallows) while we purposely take on new categories and innovative play patterns.

What should retailers and consumers be excited about from Jazwares in the months ahead?

We’re incredibly excited at the potential of our new, master toy program with Hello Kitty & Friends. There are more than 300 Friends in the Sanrio universe, and we’re going to fully leverage the power of Hello Kitty in its 50th anniversary year! We’ve had great strength in our Pets category launch in 2023, and 2024 will bring three of the biggest franchises of all time to our feline and canine friends.

We’ll also see exciting growth in costumes, in our girls’ business, in preschool, and beyond. 

SUNNY LAURIDSEN Senior Vice President — Brand Strategy & Marketing, Just Play What can you share about the Star Wars Doorables collection?

The opportunity to expand the world of Doorables to include Star Wars has been incredibly fun for our team, many of whom are Star Wars super fans.

Our team worked very closely with Lucasfilm to celebrate the nuances of the characters and worlds from across the Star Wars franchise, from classics like The Empire Strikes Back to newer series such as The Mandalorian, while maintaining the stylization, size, and surprise that fans have grown to love in the world of Doorables.

It’s been incredibly rewarding to watch our retail partners and development teams discover the design and story details across the collection. 

President of Toys, Licensing & Entertainment, Hasbro Following years of positioning as “a global play and entertainment company,” Hasbro recently repositioned itself as a “toy and game company” — what can you share about this renewed focus?

Hasbro has always been about creating joy and community. Now, we’re doubling down on what makes us great: building and growing iconic brands. We are better leveraging our competitive in-house capabilities and improving our processes so that we can continue to deliver at the highest level for our partners and ultimately consumers. We’re also forging innovative partnerships and maximizing licensing opportunities, so that we can deliver epic products and experiences for fans in as many ways as possible and at as many price points as possible. Whether it’s our newest Furby, exciting gameplay with Monopoly Go! from Scopely, or the latest NERF innovation with Better Than Balloons — we want as many people as possible to be able to experience the joy of our brands. 

MAX RANGEL Global President, Spin Master Last year was a big one for mergers & acquisitions, most notably Melissa & Doug. How have these new companies been integrated into the Spin Master portfolio?

Over the past 30 years, Spin Master’s evolution and growth have been in part achieved through acquisitions. For our Toy creative center, that includes GUND, Tech Deck, SwimWays, Rubik’s Cube, and now Melissa & Doug. This acquisition, the largest in our history, is an incredible milestone as we bring a powerful brand with deep knowledge in open-ended play into our portfolio. Melissa & Doug offers complementary capabilities and expands Spin Master’s presence in new categories. Simultaneously, we see attractive opportunities for growth in distribution across mass and e-commerce, as well as internationally. We integrate by leveraging each company’s expertise, brands, innovation, and people to unlock these opportunities. We are committed to preserving the essence of what Melissa & Doug represents for families while working together to inspire more children through the magic of play. 

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DANIEL BENKWITT

STEVE TOTZKE

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

President & Chief Commercial Officer, Mattel

What are the most important factors in attracting new generations of Pokémon fans to the franchise?

As The Pokémon Co. International celebrates the brand’s 28th anniversary in 2024, we take pride in being a cross-generational brand that appeals to fans of all ages.

Many fans that grew up with the brand are now raising their own kids as young Trainers, which factors into our goal of creating and maintaining partnerships and merchandise that offer endless opportunities to engage with the brand across ages and skill levels — video games, mobile apps, the Pokémon TCG, animation and scripted entertainment, Play! Pokémon competitive events, publishing, and a robust licensing program spanning many categories. Staying true to the core essence of the franchise while pushing creative boundaries has served Pokémon and its fans well. With its generational appeal and entry points for new fans of all ages, Pokémon has proven itself to be an evergreen brand which we hope continues to resonate for years to come. 

OMER DEKEL CEO, PMI Kids’ World From Pudgy Penguins to Piñata Smashlings, PMI was everywhere last year. How did 2023 play out?

We’ve really made a name for ourselves by taking digital products — video games, mobile apps, or Web3 content — and using them to create authentic physical experiences for consumers across plush, collectibles, figures, and more.

For Pudgy Penguins, 2023 was successful for us and we just launched the Series 2 toys. For Piñata Smashlings, last year was huge! From the Roblox game to Toikido designing a Piñata mascot for the UEFA Euro 2024 to the announcement of a TV show from Nelvana for 2025, consumers will have many opportunities to engage.

What new products can retailers look forward to from PMI this year?

We’re excited about the launch of our Stumble Guys toy line in March. The award-winning game has more than 70 million monthly players and loads of epic collaborations (MrBeast, Pac-Man, Barbie, etc.), so we couldn’t be more excited to bring this digital world into the hands of consumers. We are also launching a new line this fall called Booksy.

This is a PMI owned and patented IP which we are so excited about. We are also launching Series 2 for our Sonic Prime collection in collaboration with SEGA. 

What are some big opportunities for Mattel in the year ahead?

The toy industry remains critical for families, fans, and a strategic category for global retailers. 2024 and the years ahead will be monumental for Mattel as we continue working towards capturing the full value of our IP through not just toys, but also content, experiences, and associated consumer products programs.

2024 also puts us less than one year out from Mattel’s 80th anniversary in 2025. To celebrate this exciting milestone, we have lots in store for fans of our iconic brands. As we continue to accelerate growth, we are strategizing how to best mine the portfolio and continue to extend our fans’ emotional connections to our brands, characters, franchises, and stories. 

STEVE ARKEVELD General Manager, North America, Moose Toys How is the industry looking this year and how is Moose Toys prepared for the months ahead?

Companies that will win this year will hit on newness and keeping things fresh at price points that are in line with consumers’ purchasing power. For Moose, the answer is always innovation. We differentiate ourselves by creating irresistible products that people seek out year after year. We’ve found that consumers are willing to pay for innovation, which we saw last year with the success of toys like Cookeez Makery and Beast Lab. What are a few things that retailers and consumers can look forward to from Moose this year?

This year we’re launching another awesome innovation in games. Serving up big “dill” energy and fast-paced fun, Pickleball Blast will put a new spin on America’s fastest-growing sport with a tabletop court and net with a “Screamin’ Pickle” launcher. We’re continuing to push hard to expand our Moose Games division and the team is unstoppable when it comes to creativity, and Pickleball Blast is the perfect example.

We’ve taken an incredibly popular sport and infused it with our Moose quirkiness and fun to bring it to the masses in a whole new way. We think people will love Pickleball Blast just as much — or more — than pickleball.

We’re also continuing to expand upon our existing lines, like the ultra-popular Cookeez Makery, Magic Mixies, and the ever-popular Little Live Pets brand. 

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New Trends & New Categories MATTHEW HOFFMAN

GENA LAVALLEE

President, Uncanny Brands

Vice President Sales & Marketing, Make It Real How has your product mix evolved to stand out in a crowded arts, crafts, and activities space?

We are extremely focused on innovation and strive for excellence and differentiation in every category we touch.

Bracelet-making, for instance; while an evergreen play pattern, in 2023, it exploded due to [Taylor Swift’s] Eras Tour and the demand for bracelet-making kits was at peak levels.

We’ve been leaders in the category for years and with our innovation in the category, both in the bracelet-making process as well as the finished aesthetic, our kits have stood out in the crowd, with elements that you won’t see anywhere else. In 2024, we’re introducing clay charms, shrinkables, a mini vending machine that dispenses bracelet projects and more. On top of that, we are constantly expanding into new categories that support our goal of inspiring youth and becoming a true lifestyle brand for tweens across beauty, fashion, décor, stationery, and more. We’re striving for Make It Real to be a household name for young creatives. 

As a maker of licensed products, what trends have emerged that are particularly compelling?

Fans are as passionate about their fandoms as ever, and that if you make quality products that connect that fandom, there is a recipe for a lot of sales. That [mainstream fandom] niche can still be big.

In the 20th century, blockbuster music, movies, and TV drove the licensed properties. Now, with social media and streaming channels that are hyper-focused, more people can find the quirky, the unique, the weird and there are enough fans out there to create demand for licensed products in a meaningful way.

Where do the biggest opportunities lie for members of the toy and collectibles industries today?

The opportunities are for the ones who are storytellers with their products, who merchandise something fresh, find a new perspective on something classic, or use innovation to create something mind-blowingly new. 

BRIAN “B-WEEZY” WEISS President, Goliath North America, Global Head of Toys After years of being known as a game company, Goliath is playing in the toy space now.

What prompted the move, and how is that evolution shaping up?

Our growth has been a natural progression. We have been expanding for many years, just within the games category. We started out with family games, and now we are in crime, strategy, party, preschool, hydration and kids’ games. As we expanded, we acquired multiple companies, and along with the acquisitions came extremely talented individuals, many with toy experience. The expansion into toys has been a very rewarding process. I am so proud of the leaps we have made as an organization and of our talented team whose dedication is at the core of our success.

With the addition of toys into our portfolio we are planning double-digit growth. It complements our diverse games and seasonal portfolio. We are grateful for the support from our retail partners, and the global enthusiasm for our key brand initiatives.

Our journey has just begun, hold on! 

Continue the Conversation Visit toybook.com for an extended version of The State of Industry Q&A with additional, in-depth insights from each participant. You can also browse the archives for our State of Licensing and State of Specialty roundtables. Interviews are edited for clarity and length.

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n recent years, toy manufacturers have been getting involved with retail on another level: opening their own stores. This allows more control over their inventory, pricing, and customer experience. While this may seem like a precarious situation at first, many companies are touting the benefits — for both their brands and their retail partners.

The stores aim to serve as a destination experience for new and existing customers while raising brand awareness and providing an opportunity to connect in new ways.

MAKING A BRAND STATEMENT Some manufacturers, such as The

LEGO Group, have been running branded stores for decades, while others have been around for just as long and are now making their first foray into retail. Radio Flyer’s legacy dates back more than a century to the introduction of the Little Red Wagon, but the Chicago-based company just opened its first flagship retail store in Schaumburg, Illinois in November.

“We’ve always dreamt of creating a space where families could immerse themselves in the Radio Flyer brand,” says Chief Wagon Officer Robert Pasin, a third-generation toymaker. “Years of planning and hard work have gone into making this store the ultimate Radio Flyer experience for our customers.”

In recent years, the company has expanded into product categories that benefit from an in-store experience. As such, customers can shop the complete Radio Flyer product line, including stroller wagons, tricycles, scooters, gokarts, and bikes for the whole family, and test them in person before purchasing.

Families can cruise the Race Track, customize and personalize wagons and other store-exclusive items, and visit the Flyer Bike Shop for professional assembly, professional servicing, and custom bike and accessory fittings.

Another brick-and-mortar location that launched last fall is Melissa & Doug’s store at The Westchester in White Plains,

Families can test drive go-karts, bikes, and more on the Radio Flyer Race Track at Woodfield Mall in Schaumburg, Illinois.

Source: Radio Flyer

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Melissa & Doug celebrated 35 years of imagination with its first store opening last year. | Source: Melissa & Doug

just outside of New York City and near the company’s headquarters in Wilton, Connecticut. Melissa & Doug celebrated its 35th birthday in 2023 and wanted to give consumers a new way to engage with the brand.

“The store enables us to showcase our toys and connect with consumers in a personal and hands-on way that goes beyond what can be done online or in traditional retail,” says Jessica Kuring, Director of Consumer Relationship Marketing. “The goal is to be a retail store first but still encourage interaction with our brand and toys through fun moments.”

The destination features a curated selection of top-sellers and new products including playsets, educational toys, baby and toddler toys, puzzles, and arts & crafts. The store also carries the 35th Anniversary Rainbow Giraffe, a special edition of the iconic 4-foot plush, which is only available at this location and online.

The store includes interactive elements to drive engagement. There is a photo opportunity where kids can mea-

“The store enables us to showcase our toys and connect with consumers in a personal and hands-on way that goes beyond what can be done online or in traditional retail,” — Jessica Kuring, Director of Consumer Relationship Marketing, Melissa & Doug

sure how many “scoops of ice cream” tall they are, as well as take-home activities and stickers. Melissa & Doug is working on an interactive display to feature its new Sticker WOW! collection to give consumers a firsthand experience with the product, which showcases a new way to play with stickers.

The location was a strategic choice, and the holiday traffic proved to be strong.

“While online sales represent a sizable part of our business, we have been very impressed with how consumers showed up to retail and the Melissa & Doug store in particular during the holiday season,” Kuring says.

Bandai and Kawada, parent company

of Nanoblock, chose the American Dream mall in New Jersey for the first Nanoblock physical location, which opened in September. “American Dream is an absolutely incredible shopping and experiential destination for consumers,” says Jared Kasan, Senior Brand Manager, Nanoblock. “When the opportunity came up for us to do something here, we jumped right in.”

The Nanoblock store features LED brick displays and a free-build wall where guests can build unique creations. The brand also hosts free workshops and offers in-store coupons to encourage sales of the store’s products, including its exclusive Kirby playset.

Kasan notes the American Dream store has been eye-opening for retail partners in terms of what is possible when a complete brand statement is created with displays, lights, built samples, signage, statues, video, and more. “We have received requests [from retail partners] to add more display and interactive components based on the Nanoblock store.”

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Left: Funko Hollywood, California | Source: Funko, Right: Super7 San Francisco, California | Source: Super7

STORYTELLING BEYOND THE MALL Funko opened its first store in Everett, Washington in 2017 followed by a second store in Hollywood, California in 2019.

“At Funko, we connect fans to fandoms and there is no better way to do that than through experiences,” says Dave Bere, Vice President Retail & POP! Yourself.

“We wanted to find a way for fans to immerse themselves in their favorite fandoms, characters, and stories. That’s what our retail destinations are all about.”

The stores are a mix of products and experiences. Not only can fans purchase products featuring their favorite intellectual properties from the company’s portfolio of brands including Funko, Loungefly, and Mondo, they can fully immerse themselves into the experience through photo opportunities and “merch-tainment.”

Bere notes that as e-commerce continues to grow, so do the stores. While the products may be similar, aside from store exclusives that drop a few times a year, the store experience continues to serve as a destination which makes the trip worth it for fans. These stores are also differentiated from retail partners so that they don’t compete and instead enhance the brand overall.

It’s all about the fans for Squishable too, which started opening physical locations about five years ago and now has more than 30 official Squishable locations throughout the U.S. The company has a long history of consumer interaction, including crowdsourcing ideas from diehard fans online. “Interacting with fans in the real world was an obvious next step,” says Zoe Fraade-Blanar, CCO. Squishable uses its stores to test a wide variety of new designs that could potentially see a wider rollout. The stores also help determine what will sell best in different areas of the country for the brand’s retail partners. “Locations where we already have a retail presence almost always show an uptick in Squishable sales if we put an official Squishable store nearby,” Fraade-Blanar explains. “It creates recognition and interest in the brand; once people become familiar with us they start actively seeking us out elsewhere.”

Super7 opened its first physical store in San Francisco in 2003 to cater to collectors, then opened its second store in San Diego in 2015, taking advantage of fan traffic from Comic-Con International: San Diego. “The best part of the physical Super7 stores is the uninterrupted time they offer our fans to live within the

brand,” says Brian Flynn, CEO of Super7.

“They can hang out and immerse themselves in the world of Super7, surrounded by everything that makes us unique — and truly live in that moment.”

The Super7 stores tell one cohesive story, with posters, furniture, decor, and more positioned to make visitors feel welcome and create a space to meet new people. The company takes pride in the fact that its staff — who are also avid fans — enjoys discussing toys with customers and meeting fellow fans. After all, Flynn notes, “People visit retail stores to have an emotional and tactile exchange. If they aren’t craving that experience, they can simply order online in minutes.”  Nadia Velit is the Senior Editor at Adventure Media & Events where she writes for The Toy Book, The Toy Insider, and The Pop Insider. She loves to be outside with her chickens and is always ready for a game of giant Jenga. In her free time you can find her curled up with a Sandra Brown mystery novel or obsessing over The New York Times Spelling Bee, although truthfully she would rather be studying at Hogwarts.

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INFLUENCER MARKETING

Connecting Creators Who Love Play with Brands that Build Joyful Products

by DEBORAH STALLINGS STUMM, Founder & Chief Fun Officer, FUNfluential

P

artnering with influencers to promote your brand’s hottest toys is an essential part of every strong marketing plan. What isn’t so easy is identifying the best creators, connecting with each one, organizing campaign details, and tracking quantifiable ROI. Now that is a different challenge! The good news? The highly anticipated FUNfluential software is live! It combines an unparalleled level of access to toy and family influencers along with time-saving management tools to build campaigns, contact creators, and track results. FUNfluential is fully integrated with Instagram, TikTok, YouTube, and Facebook allowing brands to generate robust reports including posts & videos, statistics, links, and monetary value.

All without ever having to request links from creators.

FUNfluential is the only influencer campaign management software specifically built for the toy and family industries. The revolutionary tool boasts a highly curated influencer list with more than 34 million combined followers (and growing daily) along with specialized search filters customized for our industry including product type (plush, action figures, etc.), kids’ ages, and creator compensation expectations to name a few. All of this allows marketing teams to create customized creator lists that are the perfect fit for each campaign.

As a toy industry veteran and a former sales and marketing executive myself, I understand the value of user-generated content (UGC) created by trusted influencers as well as how time-consuming and expensive it can be to manage and track these much-needed campaigns.

FUNfluential solves this problem on multiple fronts by “matchmaking” toy companies and high-quality, high-en-

gagement influencers so that brands can manage their campaigns in an easy-touse platform. FUNfluential is the perfect complement to the Adventure Media & Events (AM&E) portfolio which includes The Toy Book, The Toy Insider, and The Pop Insider brands. Additionally, FUNfluential works hand-in-hand with AM&E’s influencer-focused events like Sweet Suite, Holiday of Play, and Spring Fling allowing toy companies and family brands to meet creators in person and then manage those relationships within the FUNfluential software.

The growth in influencer marketing

has been explosive over the past few years because it is an authentic, effective, and affordable way for brands to reach their decision-making demographic on social media. The key to success is high-quality, industry-specific creators combined with time-saving tools to manage your campaigns. Our professional yet playful software includes a user-friendly interface for companies that are just getting started with social media marketing as well as robust features to exceed the expectations of even the most advanced users.

Our roster of FUNfluencers (vetted FUNfluential influencers) continues to exceed our expectations with its high-quality, super-creative, and authentic content. These influencers are eager to showcase your brand’s iconic and innovative new products.

The FUNfluencers are ready, are you?

Visit FUNfluential.com to get started!  Deborah Stallings Stumm is a toy industry trailblazer with expertise in the consumer products, software, and parenting markets. She has served as a senior executive in sales and marketing at multiple toy companies launching trend-setting and iconic brands. She is a toy industry and lifestyle media correspondent with over 300 appearances on The TODAY Show, Access Hollywood, NBC, ABC, FOX, and CBS.

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RAISING THE BAR

TOP 5 LEGAL TRENDS FORECAST FOR 2024 Here’s What Companies Should (Legally) Pay Attention to This Year

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

I

consulted with my Magic 8 Ball™* (*No affiliation with Mattel) and believe these will be some of the top legal trends for the toy industry to look out for in 2024.

1. Artificial intelligence (AI) will continue to dominate, with toy companies using AI for help with everything from content creation to making videos — and, yes, even with inventions.

But remember that AI has an important intersection with intellectual property (IP): AI-generated content is not copyright protectable and may even infringe on someone else’s rights. (For more information, check out my article in The Toy Book’s 2023 Innovation & STEAM issue on legal tips to keep in mind when working with AI-generated content.)

2. Legal compliance with privacy issues related to internet-connected, educational, and interactive toys will continue to be of utmost importance for toymakers. We’re not talking about M3GAN dolls that come to life (not yet, anyway), but toys that talk, listen, and interact with kids. These toys must comply with all applicable laws. The sticky part is that laws are always changing, so it is important to stay updated and current and understand laws are location-specific for where you will be selling your products (e.g. the U.S. vs. the EU, etc.).

3. The industry can expect more consolidation with

companies looking to either expand their footprint or add complementary product lines (Think: Spin Master buying Melissa & Doug, SolidRoots, and HEXBUG last year), creating opportunities for those target companies to create and protect their IP or license known brands to give themselves a competitive edge. Is your IP protected this year?

“Not every instance of infringement will be easy to eradicate ...

How far should a brand owner go when enforcing IP? There’s a fine balance when deciding whether or not to pursue legal action ...

Circumstances matter.”

4. Creative partnerships and licensing should continue to make us say “Wow!” (or in some cases, scratch our heads). Of course, movie and TV merch licenses are staples of our industry, but I’m talking about duos like Crocs x Hershey’s shoes, Loungefly x McDonald’s bags, Dolly Parton x Duncan Hines baking mixes. Collaborations are only limited by one’s imagination, and I’m pretty sure 2024 will bring us more unique pairings. And don’t forget about video games like Five Nights at Freddy’s and Super Mario Bros.

5. Counterfeits, copycats, and infringement are going to continue to create headaches for brand owners, especially when it comes to enforcement.

While online marketplaces like Amazon and Etsy have takedown policies to help valid IP owners enforce their rights (Remember, protecting your IP is key!), not every instance of infringement will be easy to eradicate. And, of course, how far should a brand owner go when enforcing IP? There’s a fine balance when deciding whether or not to pursue legal action.

Think of the Times Square Elmo (Is it worth Sesame Workshop’s trouble?) or country singer Luke Combs’ superfan who was recently sued (Spoiler alert: Combs apologized.). Circumstances matter.

I’d love to know what you think. Are there any legal trends on your 2024 horizon that we missed?  *Disclaimer: This article is for informational purposes only and not intended as legal advice.

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

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MARKETING MEMO

WHAT’S IN YOUR PR TOY BOX? Old School Meets New School in 2024

by AMY FRIEDLAND, Executive Vice President, Freeman PR

H

ere we are, planning for another year with no Toy Fair and, perhaps, no Toy of the Year (TOTY) Awards (at least in their usual form). There is lots to strategize, think, and rethink about as we navigate the public relations (PR) toy box (aka “toolbox”) to generate buzz and sales this year. As you finalize your PR plan, here are a few thoughts to consider as you determine what works best for your business and your budget.

WHAT’S THE PLAN: IN-PERSON OR VIRTUAL MEDIA SHOWS — OR BOTH? What does another year without a Toy Fair mean for your PR strategy? It means in-person media events AND virtual shows. We think the hybrid approach is here to stay.

One thing we’ve learned is that timing is everything. Despite changes in the landscape, the media — and the toy industry — responds to continuity. It’s important to make sure you’re in front of the media with in-person shows at the beginning of the year to set the stage for optimum editorial coverage and relationship-building for the months (and years!) ahead.

The pandemic taught us that virtual meetings can — and do — work. While they don’t replace the hands-on experience that toys and games may require, we

Sky Castle President Josh Loerzel shows products to influencers at The Toy Insider’s Sweet Suite 2023.

have discovered that a strong combination of both can work.

I know what you’re thinking: “We’re out of the pandemic, so why do I have to resort back to virtual?” It’s important to note that some members of the media and most freelance writers can’t attend in-person trade shows because of timing, location, or budget constraints. During the pandemic, the toy industry made new connections with reporters, some of whom had never attended a Toy Fair. Virtual appointments are still essential and even encouraged by the media. They welcome a quick, 15-minute Zoom, especially when timed to seasonal news cycles. Bonus: You might just land another story.

INFLUENCER MARKETING: MIX IT UP! Consumers crave constant content, hot new products, and funny “shareable” videos. They scroll social media and spend money on the latest and greatest.

Amplifying your message alongside your media campaign is essential to creating awareness that moves the needle for sales. Harness influencers in new ways to find the perfect mix — aka “influencer sauce” — for your brand.

Now, more than ever, it’s critical to curate the perfect creator list. Complement traditional toy and family creators by expanding your footprint with niche influencers that mirror your purchaser.

This could mean a game influencer with a loyal following that engages and connects with your core audience; an occupational therapist who creates content using your product in a unique way; or a teacher with a highly engaged micro audience on the hunt for inspiration and new ideas. How about a “grandfluencer?” Yes, it’s a thing!

With solid planning, a little luck, and just the right influencer’s content (paid or earned), you can see dramatic engage-

A happy fan picks up a Playmobil Naruto figure from The Pop Insider booth at New York Comic Con in 2023.

ment that triggers robust sales. And, it doesn’t always mean working with a MEGA influencer to pull it off.

BACK TO CONSUMER EVENTS, ACTIVATIONS & SAMPLING We’re back baby! While the big budgets of the pre-pandemic toy industry have yet to return, consumer engagement has. Whether it’s attending public-facing shows like the Chicago Toy & Game Fair, fan events and conventions, or just lowcost sampling in key areas of dominant influence (ADIs), smart marketers know the importance of engaging with consumers. Demo your product. Get valuable feedback. And build your email database for future launches!

Many years ago, Toy Book contributor Chris Byrne aka The Toy Guy (formerly a hard-working PR guy who just happened to be my boss) and I handed out Pictionary card packs to passers-by on the street (or we tossed them out of a moving car, a story for another time). That kind of oldschool grassroots marketing is back! Have fun. Get creative. Not everything has to be done on a big budget, so let’s dig in and don’t forget to play!  Amy Friedland is the Executive Vice President of Freeman PR. She has worked with the industry’s biggest names and the smallest startups, helping companies launch their new products.

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WHAT’S NEW PI KIDS Disney Baby: Bouncy Day! Push and Pop | Ages: 0+ MSRP: $15.99 Available: April 2024 This board book features four colorful fidget pops for little hands to press as they explore counting, opposites, patterns, and more early learning concepts with Mickey, Simba, Lightning McQueen, and other Disney and Pixar friends.

THE LUMISTELLA COMPANY Frost Pips Mini Blooms | Ages: 3+ MSRP: $7.95 | Available: Holiday 2024 In the Santaverse lore, Frost Pips elves bloom from frost flowers and are known for their playful spirit and captivating charm. Kids can collect four different characters that are destined to become Santa’s Scout Elf helpers.

JUST PLAY Star Wars Doorables | Ages: 5+ | MSRP: $9.99 (each) Disney Doorables is heading to a galaxy far, far away with a new Star Wars collection inspired by various films and series across the franchise. The Star Wars Doorables Galaxy Peek features 25 1.5-inch figures to collect and comes in a Death Star-inspired capsule. Each Star Wars Doorables Galactic Cruisers’ package features one of 10 possible mini figures to collect, all with their own mode of transport. Disney Doorables Puffables Plush are inspired by Star Wars: A New Hope and Star Wars: The Mandalorian. Each box comes with a mystery 10-inch plushie stuffed into a 5-inch house.

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MAKE IT REAL Fruity Beauty Cosmetics Vending Machine | Ages: 8+ MSRP: $14.99 | Available: Spring 2024 This vending machine includes five drink-shaped, fruit-scented lip gloss containers that await dispensing. The flavors are peach-, blueberry-, watermelon-, or grape-scented. Kids will pull the tab to release the drink of choice, then continue to reveal two extra surprise treats in hidden compartments.

HORIZON GROUP USA Star Wars Construct Your Own Lightsabers | Ages: 6+ | MSRP: $14.99 Fans can discover the magic of LEDs and circuit science as they construct two glowing lightsabers. This official Star Wars STEMcertified science kit bridges the gap between the Force and real-world technology.

PLAYMATES TOYS Godzilla x Kong Collection Ages: 4+ | MSRP: $9.99-24.99 Return to Hollow Earth with Godzilla and Kong! When a colossal threat is discovered within our world, Godzilla and Kong must fight to protect their existence — and our own. Playmates Toys’ new line of 6-, 7-, and 11- figures is based on the feature film Godzilla x Kong: The New Empire. Additional figures and toys are set for release later this year.

TREND ENTERPRISES

BUFFALO GAMES

Ready to Grow Learning Set Ages: 6+ | MSRP: $14.99

Pop it! Pets Specialty Set: Peace, Love, & Pop its Ages: 3+ | MSRP: $19.99

There are eight posters that can be used to help kids express emotions, increase self-awareness, and understand compassion.

The posters showcase different emotions for kids to discuss, remind viewers that they are enough, and provide calming advice.

Ten pets are included in this groovy peace-and-love-themed set that comes in a ‘70s-style peace van. Kids will unbox 32 surprises and can line up the trading cards to create a secret message.

ZIPSTRING ZipString Luma | Ages: 8+ | MSRP: $39.99 The viral hit gets a glow-in-the-dark update with a built-in glow string supercharger. Designed for indoor and outdoor play, ZipString Luma includes a USB-C charging cable and comes with five different strings.

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WHAT’S NEW U.S. TOY CO.

SPIN MASTER

Giggle & Honey Musical Jewelry Box | Ages: 3+ | MSRP: $19.99

Calm Kids Lantern Ages: 5+ | MSRP: $19.99 Available: Spring 2024

These musical jewelry boxes feature themed artwork on the outside and lots of space for kids to store their jewelry on the inside. They come in three styles: Fairy, Unicorn, and Ballerina (pictured).

Kids can drift to sleep under the soothing illumination of this lantern.

The set comes with a trio of storybook puzzle panels that can be mounted onto the lantern.

JAZWARES Pokémon Squishmallows Wave 4 | Ages: 3+ MSRP: $14.99-24.99 The two latest Pokémon Squishmallows include Clefairy and Teddiursa. These two plush come in soft, 10-inch and 14inch variations.

HASBRO

MOOSE TOYS

Star Wars: The Black Series Clone Captain Rex Premium Electronic Helmet | Ages: 14+ MSRP: $131.99 | Available: Spring 2024

Cookeez Makery Freezy Cakez Ages: 5+ | MSRP: $34.99 | Available: July 2024

Inspired by Rex’s clone helmet featured in the Star Wars: Ahsoka live-action series, this helmet features a rangefinder that kids can flip up and down to hear series-inspired sound effects, and press the left-side button to distort their voice.

After unboxing the ingredients, kids can mix, shape, and decorate their “ice cream” layers using the mold and themed cake topper. Then, they pop the cake into the fridge, turn the temperature dial down, and listen as the freezer plays ice cream truck music. When the music stops, they can open the freezer to reveal icicles and a new frozen plush friend. The scented plush — either Strawberry Unicorn, Minty Polar Bear, and Tiger Berry Ripple — shivers and shakes and needs cuddles to warm up.

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WHAT’S NEW CEPIA Zhu Zhu Aquarium Fish & Accessories Ages: 4+ | MSRP: $9.99-19.99 | Available: Spring 2024 Kids can choose from six colorful, tropical fish plush, each with its own unique charm and silly, unpredictable behavior. Little ones can also opt for accessories like the fish bubble, in which fish can encase themselves, or a boat that the fish can actually drive.

ABACUS BRANDS Bill Nye’s Body Lab Virtual Reality Activity Set | Ages: 8+ | MSRP: $49.99 This 50-piece set includes digital science experiments based on human anatomy and comes with beakers, measuring cups, baking soda, and more, plus handsfree goggles, which are compatible with all phones with access to the Google Play Store and Apple iOS App Store.

THAMES & KOSMOS Pinball Machine Maker: Gumball Rally | Ages: 6+ | MSRP: $39.95 Available: Spring 2024 With this pinball machine, kids can explore lessons in physics and mechanical engineering by customizing their own course that uses edible gumballs as pinballs.

FOXMIND Icing on the Cake | Ages: 7+ | MSRP: $19.95 Icing on the Cake is a multilayered strategy game in which players with a sweet tooth compete to make the highest scoring cake after two rounds. Players place sprinkled edges around the board and connect cake pieces of the same flavor to win big.

WOWWEE Fingerlings Sweet Tweets Bird | Ages: 5+ | MSRP: $9.99 Available: Spring 2024 This bird comes in pink and blue and features more than 40 sounds and reactions. When kids put the bird on their finger, they can record and play back secret messages or the bird can listen to and repeat what kids say.

EOLO Jiggly Bugs and Playground | Ages: 3+ MSRP: $9.99-19.99 | Available: Spring 2024 The Jiggly Bugs collection features various insects, including bees, snails, and caterpillars. Kids can touch the bug’s head to see it jiggle, walk, and move around. The Jiggly Bugs also move across the Super Playground, which features stackable track pieces as well as playground accessories.

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WHAT’S NEW FUN IN MOTION TOYS Nockles | Ages: 5+ MSRP: $4.99-24.99 | Available: May 2024 Nockles is a collection of soft, bendable, “funstruction” and fidget toys that snap together and morph into amazing shapes. Kids can expand ‘em, collapse ‘em, snap ‘em, pull ‘em, flip ‘em, bend ‘em, and pop ‘em.

CHOON’S DESIGN Rainbow Loom Care Bears Collection Ages: 7+ | MSRP: $4.99-14.99 Available: Spring 2024 Kids can create Rainbow Loom bracelets with designs featuring popular Care Bears characters. The collection features the Celebration Bracelet Kit and the Dare to Care Bracelet Kit. Each craft kit includes colorful rubber bands, Care Bear beads, and a Cheer Bear Happy Loom.

BANDAI ANIME Ultimate Legends Ages: 4+ | MSRP: $16.99 Available: Spring 2024 The ever-expanding action figure collection continues this year with six new characters from Demon Slayer: Kimetsu no Yaiba and Naruto. Each stands 5 inches tall and features 27 points of articulation.

DIAMOND SELECT TOYS

JAKKS PACIFIC Ami Amis Rainbow Party Pal | Ages: 3+ MSRP: $24.99 | Available: Spring 2024

AEW Gallery Sting PVC Diorama Ages: 14+ | MSRP: $59.99 Available: Summer 2024

The original Party Pal now comes in a bright and fun rainbow pattern. Kids can groove along to the music and moves of this quirky pup that wiggles, walks, and delivers a confetti surprise.

Celebrate the wrestling legend’s last match of all time with this 10-inch PVC Diorama featuring Sting holding his trusty baseball bat.

PLAYMOBIL Miraculous Collection | Ages: 4+ MSRP: $7.99–69.99 Available: April 2024 Characters and locales from ZAG’s Miraculous — Tales of Ladybug and Cat Noir enter the world of Playmobil with a new collection of figures and playsets. Kids can have hours of imaginative adventures with Marinette and Ladybug (pictured), Adrien and Cat Noir, Hawk Moth, and more.

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NMR BRANDS

TOP SECRET TOYS

300-Piece Christmas Puzzles | Ages: 8+ MSRP: $20 Available: Holiday 2024

GigaPets Bit Bunnies Ages: 5+ | MSRP: $19.99 Available: Fall 2024 This virtual pet starts as a baby bunny, which, with a good amount of love and care, will grow into an adult bunny and multiply. Each bunny has its own unique personality, animations, and games.

These Christmas-themed puzzles feature movies including Elf, A Charlie Brown Christmas, and Harry Potter. Each puzzle comes packaged in a tin globe with a hanging ribbon.

BBC STUDIOS KIDS & FAMILY Cook With Chef Bluey Kitchen Playset (Moose Toys) Ages: 3+ | MSRP: $79.99 Available: August 2024 Kids can cook up some fun with this playset that features a built-in stove, sink, shelves, and oven. For a realistic experience, the 38-inch-tall playset features 20 cooking and food accessories, lights in the stove burners, and cooking sounds and phrases from Bluey.

WILD REPUBLIC Rainforest Splendors, Snakes, and Birds Line | Ages: 0+ | MSRP: $6.99-11.49 Highlighting animals of the rainforest, this line of rainforest critters gives kids an opportunity to make a stunning rainforest display.

And of course, they are eco-friendly with fabric and fill made from recycled materials.

NSI INTERNATIONAL BloPens | Ages: 5+ | MSRP: $5.99-24.99 Available: Summer 2024 BloPens return to the U.S. market for the first time in nearly 25 years. The 1990s hit is an airbrush and marker in one that kids can use to create art using the included stencils or their own designs.

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WHAT’S NEW

TONIES Mindfulness, Yoga, and Potty Training Tonies Ages: 3+ | MSRP: $17.99

SNORBLE Snorble Costumes | Ages: 3+ MSRP: $29.99 | Available: Fall 2024 Families can enhance their experience with Snorble, a parent-directed, child-led smart companion, through a variety of costumes. Thanks to a little Lullaboo magic, Snorble’s face changes and new content is unlocked for kids to enjoy with each magical option.

The latest Tonies are designed to help kids build real-world skills through fun stories and catchy songs.

Tonies play audio when placed atop a Toniebox (sold separately). These new Tonies cover topics including potty breaks and hygiene, confidence and friendship, and mindfulness and relaxation (pictured).

CUDDLE BARN Wawa the Froggie — Backpack Series | Ages: 3+ | MSRP: $34.99 Kids can wear Wawa the Froggie as a backpack in three styles: a pink Strawberry (pictured), a soft Toadstool, and a fluffy Mothman.

They can adjust the straps with the removable hooks to wear it as either a backpack or cross-body bag.

BEPUZZLED JADA TOYS Godzilla RC | Ages: 8+ | MSRP: $59.99 Kids can use the remote control to make the monster walk, stomp, and whip its tail around. Inspired by Godzilla x Kong: The New Empire, the remote control Godzilla features heat-ray breath, light-up features, and roaring sounds.

The Legend of Zelda Brainteaser Puzzles Ages: 12+ | MSRP: $26.99 Available: Spring 2024 This trio of high-end The Legend of Zelda Brainteaser Puzzles challenge puzzlers to build up three familiar items and emblems from the storyline: The Master Sword, The Triforce, and The Hyrule Crest. Each puzzle has a Mensa-rated level of difficulty.

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WHAT’S NEW GOLIATH Animagic Axolotl | Ages: 4+ MSRP: $9.99 | Available: Fall 2024 Animagic Axolotl is an interactive pet with a squishy body for sensory play and a magical water-activated light-up feature. Dunk it in water to see its heart light up, and watch as it floats to the surface of the water — just like a real axolotl!

Available in pink and blue.

MCFARLANE TOYS Connor Bedard Chicago Blackhawks 7-inch Scale Posed Figure | Ages: 14+ MSRP: $29.99 | Available: Spring 2024 This posed figure is inspired by the Blackhawks center and features a licensed NHL background for display.

Wicked Witch and Glinda Deluxe Costumes | MSRP: $55.99-115.99 Available: Halloween 2024

FAT BRAIN TOYS

Step into the enchanting world of Oz with these deluxe costumes. The Wicked Witch Deluxe Kids Costume features a dress with an attached satchel, a flowing cape, and a hat, capturing the essence of the classic character. The Glinda Deluxe Adult Costume includes a pink dress, a crown, and an underskirt.

Foosbots Singles Series 2 Ages: 6+ | MSRP: $9.95 Kids can squeeze a Foosbot’s arms to make it spin and kick the ball. Foosbots feature fast-paced gameplay and a portable design perfect for on-thego fun. The collection features four Foosbots: Rora, Tanga, Volt, and Tundra.

SUPER IMPULSE World’s Smallest Air Hogs Ages: 6+ | MSRP: $5.99-7.99 Kids can send these mini planes flying with the included miniature air pump.

RUBIES

THE LOYAL SUBJECTS (TLS TOY) Strawberry Shortcake Bake Shop Playset Ages: 4+ | MSRP: $24.99 Kids can unleash their imaginations with this 32-piece set, which includes a 5.5-inch Strawberry Shortcake doll dressed in a baking outfit and a play oven.

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‘TIL ALL ARE ONE!

40 Years of Hasbro’s Transformers

1

by JAMES ZAHN, Editor-in-Chief

I

t was February 13, 1984. The 81st American International Toy Fair opened its doors at The Toy Building on Fifth Avenue in New York City with other events and showrooms scattered across Manhattan. Doug Thomson, future Toy Book contributor and President of Toy Manufacturers of America (now The Toy Association) celebrated the success of the industry, which grew 15% over the previous year to hit an estimated $10.4 billion in retail sales. Amid one of the most competitive eras the industry had ever seen, Hasbro was primed to transform the action aisle.

“Prepare for out-of-this-world sales excitement!” touted Hasbro’s Toy Fair catalog aimed at retail buyers. “Imagine strange metallic beings from a war-torn planet able to transform their bodies into awesome weapons. Imagine that these aliens have landed on Earth and continue their battle here. Imagine Heroic Autobots and Evil Decepticons. Imagine The Transformers!”

Ed Gershowitz was Hasbro’s National Account Sales Manager working with Toys “R” Us, JCPenney, Woolworth’s, Service Merchandise, and Best Products at the time. “Upon seeing Transformers for the first time I was blown away by the innovation,” he recalls. “I loved the backstory, which at the time Hasbro did better than any other company.”

OUT-TRANSFORMING THE COMPETITION Storytelling was indeed a key factor in connecting with kids because Transformers was developed for a U.S. audience by licensing two previously released Japanese toy lines — Takara’s Micro Change and Diaclone — and uniting them into a co2 hesive franchise with detailed lore. Henry Orenstein, hailed as

“the catalyst” for the Transformers brand by former Hasbro CEO Alan Hassenfeld, sparked the deal to make it happen. There was just one hiccup in the plan: Another company had the same idea.

“Tonka’s GoBots actually hit the market first, but our packaging, animated TV series, and TV ads were far superior and very quickly became the market leader,” Gershowitz says, noting that the toys were almost immediately placed on allocation.

GoBots officially hit retail on February 2, 1984 — getting a nearly three-month jump on Transformers’ April 29 release date.

Hasbro’s first piece of Transformers fiction, The Transformers Super-Size Coloring Activity Book hit stands on March 30, created using Marvel Comics Editor-in-Chief Jim Shooter’s original story treatment for the brand mixed with toy packaging art and early TV commercial animation models. Marvel’s Bob Budiansky developed character names, bios, and mythos that tied the toys to comics and animation.

“From day one Transformers had a more exciting, more engaging mythology that appealed to older kids,” says toy historian Dan Larson, host of Secret Galaxy. “Combined with the greater complexity and price point of Transformers toys, a distinct line was drawn between Transformers for older kids and GoBots for younger kids. As the lines progressed, Hasbro and Takara continued to develop play gimmicks that were more complex and visually exciting while Tonka and the GoBots partnered with companies like Arco Toys for GoBots products that were made of cheaper materials. While parents may not have known the difference, kids did.”

By February 1985, Transformers was officially a blockbuster toy line and Hasbro Bradley Industries took out a full-page ad on the back cover of The Toy Book‘s first print issue with a message for the U.S. toy industry: “We out-transformed the competition to create America’s best-selling toys.”

A LEGACY OF EVOLUTION “The Transformers brand has always been unique in its ability to adapt and change while mirroring its core concept that Transformers robots can also adapt and change to their

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environment by converting into other forms, such as vehicles, objects, and even a planet,” explains Joe Lawandus, Head of Action Brands at Hasbro. “From the robot-toy figures in 1984 to the Beast Wars toy line based on the revolutionary 1996 CGI animated show featuring alternate animal forms, to premium ‘dream’ HasLab items, Transformers products have always been innovative and constantly reinvented to offer [kids] a variety of ways to play.”

Transformers comic books, games, video games, TV series, and movies — both live-action and animated — have bolstered the brand, cementing it as something more than meets the eye.

“The strong licensing program established during the 1984 Toy Fair debut has allowed for continued partnerships, making Transformers a beloved and timeless franchise for multiple generations,” Lawandus says. Music, with a backbeat laid down by composer Vince DiCola, Stan Bush, Lion, and others that contributed to the 1986 soundtrack for The Transformers: The Movie, opened doors for “inspired-by” bands rooted in fandom such as Shockwave and The Cybertronic Spree.

“The brand has staying power because, at the end of the day, a great toy is a great toy and Transformers are great toys,” Gershowitz explains. “They capture a child’s imagination through being able to manipulate and change from a robot into another form, whether it was my favorite, the Dinobots, or super cool cars, trucks, or planes.” And toys remain the true heart of the Transformers franchise.

“Since the brand’s launch in 1984, every product is created as part of our long-standing collaboration with Takara TOMY,” Lawandus says. “Transformers toy development typically takes 18-24 months from concept to completion. There are many development stages along the way to ensure we’re making the best products possible before final production. Throughout the process, the team considers several factors including, whether it’s tied to entertainment, a character that fans have voiced interest in on social media, or celebrating an anniversary like this year.”

In the months ahead, Hasbro will roll out a variety of new toys for kids and collectors of all ages, including the Trans-

formers: Legacy Robots in Disguise 2001 Omega Prime HasLab project, new additions to the Legacy: United line, and offerings inspired by the second season of Transformers: Earthspark and the upcoming CG-animated film, Transformers One. Additionally, the Transformers Collaborative line, which has previously seen mashups with G.I. Joe, Ghostbusters, Top Gun, and Stranger Things will expand, though Lawandus plays coy on the details: “More to come on that as the year unfolds. Let’s just say Transformers isn’t the only brand celebrating 40 years in 2024.”

Licensing partners will also introduce new products this year, in categories spanning collectibles, fashion, decor, and more. And, in part of a groundbreaking deal that few would’ve ever thought possible, Transformers will join rival Mattel’s Hot Wheels die-cast line this year alongside a Transformers edition of UNO Flip! It just goes to show that even the toy industry itself can transform in new ways, but according to Lawandus and the Hasbro team, for the brand, it ties back to where it started: “For four decades, fans have experienced their own Transformers moment such as watching an episode of The Transformers animated series or converting their toy bot into their alternate mode for the first time. We have many products and activities planned to celebrate the brand’s 40th anniversary, especially revisiting its origins that allow new generations to discover where it all started. No matter the moment, and for some it is still on the way — Transformers welcomes you into the faction. ‘Til all are one!” T Image Guide: 1. Transformers Masterpiece Missing Link C-01 Optimus Prime With Trailer (Hasbro); 2. Retro Soundwave, Laserbeak, and Ravage (Hasbro); 3. Japanese Poster Puzzle (Super7); 4. UNO Flip! (Mattel); 5. Skywarp Bishoujo 1:7 Scale Statue (Kotobukiya); 6. Sting Like a Bee Shoes (Irregular Choice); 7. Legacy United Deluxe Class Animated Universe Bumblebee (Hasbro); 8. Transformers: Legacy Robots in Disguise 2001 Omega Prime (HasLab); 9. Transformers: Generations Comic Edition Grimlock (Hasbro); 10: T-shirt (Mad Engine); 11: Trading Cards (Dynamite Entertainment)

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Source: Nacelle

ACTION FIGURES & COLLECTIBLES NACELLE 1) RoboForce Wave 2 Ages: 15+ | MSRP: $19.99-44.99 Available: Q4 2024

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In 1984, Ideal (CBS Toys) unleashed RoboForce. Now, 40 years later, RoboForce is back in action as part of The Nacelleverse.

Later this year, four new ‘bots join the lineup: The 9-inch Detonator, 7.5-inch Hun-Dred, 7.5-inch Sentinel (pictured), and 4-inch CRMGN. Each highly articulated action figure comes in collector-friendly packaging.

2) Biker Mice From Mars Limburger Ages: 15+ | MSRP: $35.99 | Available: Q1 2025 The infamous and greedy Plutarkian politician, Limburger, joins Nacelle’s Biker Mice from Mars toy line with this 6-inch action figure. Complete with interchangeable heads, this Limburger figure can shed his human disguise and reveal his true self, a vile, stinking Plutarkian.

Inspired by the original Biker Mice From Mars of the 1990s, additional action figures and vehicles are also available, each sold separately.

1

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PLAYMATES TOYS 1) Teenage Mutant Ninja Turtles: Classic Original Sketch Action Figures | Ages: 4+ | MSRP: $11.99 Available: June 2024 Celebrate the 40th anniversary of the Teenage Mutant Ninja Turtles with this collection of action figures inspired by the first-ever group sketch of the Turtles by co-creator Kevin Eastman. Each figure comes perched atop a special base that helps form part of the scene.

2) 40th Anniversary Voltron Ages: 4+ | MSRP: $19.99-99.99 Available: April 2024

2

Kids can take control of the Classic Legendary Lions from the 1984 animated series, Voltron. The Red, Green, Blue, and Yellow Lions ($19.99, each sold separately) plug into the Black Lion ($29.99) to form a 16-inch Voltron with more than 60 phrases and sound effects. A Combinable Lion 5-Pack is also available ($99.99).

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SUPER7 Mötley Crüe ReAction Figures Wave 1 | Ages: 14+ MSRP: $20 “Shout at the Devil” as Mick Mars, Nikki Sixx, Tommy Lee, and Vince Neil join the 3.75-inch scale ReAction lineup with figures that showcase the heavy makeup, big hair, and stage image that defined the Los Angeles heavy metal scene in the 1980s.

TOYMONSTER Dino Smash N Squish | Ages: 4+ | MSRP: $9.99 Kids can break into these squishy dinos with these crack and reveal eggs. They can use the prehistoric bone to smash and crack the egg and reveal one of four squishy dinos.

WYNCOR Miraball Ages: 3+ | MSRP: $9.99 Available: Spring 2024 Miraballs are collectible surprise toys that reveal three secrets and pop open to reveal a mini plush. Upcoming licensed Miraballs include Peppa Pig, PAW Patrol, Transformers, Teenage Mutant Ninja Turtles, Monopoly, and more.

DIAMOND SELECT TOYS Muppets Uncle Deadly & Pepe the King Prawn Deluxe Action Figure Set | Ages: 8+ MSRP: $39.99 | Available: Spring 2024 Super-creepy Uncle Deadly pairs up with Pepe the King Prawn to form one of the most dynamic duos in Muppet history. These 1:10-scale action figures measure 5 and 4 inches tall, respectively, and feature 17 and 12 points of articulation.

HASBRO Star Wars Epic Hero Series Action Figures | Ages: 4+ MSRP: $9.99-14.99 Star Wars fans can choose their favorite hero or villain to play with and imagine epic battles from a galaxy far, far away. Each 4-inch-scale figure features multiple points of articulation, and comes with accessories.

9 TO 5 WARRIORS 9 to 5 Warriors Action Figures Wave 1 | Ages: 15+ | MSRP: $24.99

YUME Hero Box Series | Ages: 3+ | MSRP: $12.99-14.99 This collection of detailed figurines includes characters from a variety of franchises, including Harry Potter, Stitch, Deadpool, and more. Releases are staggered throughout 2024.

This 1990s-inspired action figure line follows a group of office supplies known as the Water Cooler Commandos. The 10 office supply-themed characters have their own personalities and protect the office from Break Room Bandits. Collectors will find Major Eraser, Tech Sergeant Scotchy, Colonel Custard (pictured), and Commodore Crisps, each featuring vintage-style articulation.

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ACTION FIGURES & COLLECTIBLES JADA TOYS Mega Man Wave 1 Action Figures Ages: 8+ | MSRP: $19.99

SPIN MASTER Wizarding World Micro Magical Moments Collectibles: Prisoner of Azkaban | Ages: 6+ MSRP: $3.99-12.99 | Available: Spring 2024 Young wizards and muggles can collect iconic micro-figures from the Harry Potter movie series. Each box includes a 1.5-inch character and a stackable frame display case. Kids can collect all 12 movie moments in single packs, multipacks, and scene packs.

The Mega Man Action Figure collection features iconic robot characters from Capcom’s Mega Man franchise.

Each figure includes alternate hands, an additional head, and a special effect accessory. Mega Man (pictured), Ice Man, Fire Man, Elec Man, Cut Man, and Hyper Bomb Man are each sold separately.

JAZWARES Pokémon 6-inch Articulated Figures | Ages: 8+ | MSRP: $19.99 This collection of action figures features characters with more than 15 points of articulation that come with a posing arm accessory.

PMI KIDS’ WORLD Stumble Guys Mini Action Figures 6-pack Deluxe Box Ages: 8+ | MSRP: $19.99-24.99 Available: Spring 2024

MCFARLANE TOYS DC Super Powers 4.5-inch Scale Figures Wave 6 Ages: 12+ | MSRP: $9.99 Continuing the legacy of the beloved Super Powers collection comes a brand new batch of fan-favorite heroes and villains in 4.5-inch scale.

Kids can play Stumble Guys in real life with this set of game-inspired mini action figures. This box of Stumble Guys figures features six 3.5-inch figures, including one mystery figure.

MOOSE TOYS Heroes of Goo Jit Zu Hero Creator | Ages: 4+ | MSRP: $19.99 | Available: July 2024 Kids can create their own Goo Jit Zu heroes — Blazagon (pictured) and Thrash — in a few easy steps. After temporarily removing the heroes’ head, kids can pour in the fillings that match their characters’ characteristics — Blazagon gets fiery golden mica, marbles, and bones, while Thrash’s fillings include swirly silver mica, shark teeth, and squishy sea life pieces. Then kids add water to the Hero Creator Pump, pump it into the action figure’s body, and secure the head back in place to create a hero they can stretch up to three times its original size before shrinking back again.

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ACTION FIGURES & COLLECTIBLES JAKKS PACIFIC Super Mario 2.5- and 4-inch Figures | Ages: 3+ MSRP: $4.99-9.99 | Available: Spring 2024 Kids can collect new waves of Super Mario action figures in two scales. New offerings include 2.5-inch Raccoon Mario, Waluigi, Dry Bones, Boo, and Chain Chomp figures alongside 4-inch Yoshi, Goomba, Toadette, Mario, and Ice Luigi (pictured).

THE POKÉMON CO. BANDAI ANIME Godzilla 6-Inch Vinyl Figures | Ages: 4+ | MSRP: $19.99 Available: Spring 2024 The Movie Monster Series line is set to feature Godzilla 1954, Mecha Godzilla 1974, Godzilla 2023, Godzilla 1991, and King Gidorah 1991. Each figure is crafted from soft vinyl and features artistic detail inspired by the franchise’s Japanese heritage.

Pokémon Center Delicious Adventure Figure Collection Ages: 8+ | MSRP: $14.99 This collection includes 12 figures, each featuring a different fan-favorite Pokémon indulging in delicacies from various regions in the Pokémon world. A new figure will launch monthly throughout this year.

MATTEL Masters of the Universe Origins: Turtles of Grayskull Action Figures Ages: 6+ | MSRP: $19.99 The worlds of Masters of the Universe and Teenage Mutant Ninja Turtles collide with a new collection of 5.5-inch scale mashup action figures.

Donatello (pictured) and Leonardo are available now with their turtle brothers, Michelangelo and Raphael set to join the collection alongside a host of other characters this spring. Each figure includes a mini-comic that illustrates the crossover storyline to ignite creative action play covering both universes.

SUPER IMPULSE

ZURU 5 Surprise NBA Ballers Ages: 3+ | MSRP: $7.99 Available: Spring 2024 Each capsule includes a figure of one of the NBA’s most elite players.

It comes with a player poster, a mini basketball, and two more surprises.

There are more than 30 ballers for kids to collect.

World’s Smallest Micro Figures Ages: 6+ | MSRP: $5.99-6.50 | Available: Spring 2024 The extensive range of World’s Smallest Micro Figures expands with a new wave of 1.25-inch collectibles including international vocaloid star Hatsune Miku, characters from Star Trek, and Kevin Smith and Jason Mewes’ signature View Askew duo, Jay and Silent Bob.

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OUTSIDE THE BOX

TOY PACKAGING: EVOLVED How Package Design Has Changed Over the Last 40 Years

by TED MININNI, President and Creative Director, Design Force

A

s a toy industry veteran with 38 years under my belt, I’ve witnessed a myriad of shifts in toy packaging design strategy, whether influenced by the advent of brand licensing, the quest for sustainability, or the need to appeal to ever-changing consumer tastes and buying habits.

When I first started as a package designer, many of the best-selling products were inventor items, with no support from an animated TV series or blockbuster film. The approach to package design at the time typically involved creating a highly-rendered logo and an illustration of the product based more in fantasy than reality, often over-promising on the play pattern.

Think of the battle scenes on the front of any G.I. Joe action figure or playset package from the ‘80s. Quite a bit of exaggerated firepower going on there!

seen closed boxes replaced with window box structures so the product is visible at retail. And, we’ve seen marketing become more realistic and truthful.

tray box structures. In some categories, there hasn’t been much change at all. For example, the tray-style structure of the original Super Soaker packaging that I designed at Larami Corp. is still the basis for most water blaster packaging today.

A BRAND EXPERIENCE The popularity of YouTube unboxing videos in the mid-2000s was a catalyst to the advent of blind box packaging, originally hitting toy aisles with brands like Shopkins and L.O.L. Surprise!, which leveraged the anticipation and suspense of opening the package to drive sales. This trend has evolved from simply hiding the contents of the package to creating an elaborately-layered unboxing experiA modern take on “Retro” G.I. Joe recalls the action-packed art of the 1980s while Disney100 Surprise Capsules work packaging into play. ence, such as the one YuMe’s Disney Sources: Hasbro/Yume 100 Surprise Capsules provide.

SHIFT TO BRAND LICENSING Thanks to the success of Star Wars and the franchise’s licensed action figures and playsets from Kenner, the approach to toy marketing was redefined and brand licensing took over the industry. Visually consistent branding became more important because consumers — including adult collectors — were shopping for their favorite brands rather than for specific products. Therefore, package design needed to instantly relate the product line to a particular series or film franchise.

DEMAND FOR TRANSPARENCY Toy manufacturers today face the challenge of appealing to more savvy and discerning consumers. As a result, we’ve seen fantasy-based illustration evolve into more photorealistic illustrations or moderately enhanced photography that more accurately represents the product. We’ve

EVOLVING PACKAGE STRUCTURE Arguably the most dramatic change in package design is in the industry’s approach to package structure, improving the shopping experience and reducing waste. In the early to mid-‘80s, package structures were simpler and conformed to a few standard configurations. Today, package structure design is more dynamic, employing a variety of shapes, configurations, and substrates to tell the brand story uniquely, complete with “try me” features and dimensional call-outs to better engage consumers.

Forty years ago, blister cards were quite large, providing ample visual space for branding and illustration. To be more sustainable, their size has been reduced dramatically, requiring designers to find new and clever ways to appeal to consumers within much smaller dimensions.

Although window box structures haven’t evolved much, many acetate windows have been eliminated in favor of open or

NEW ERA, SAME GOALS Although we’ve witnessed quite an evolution in toy package design strategy since the early 1980s, its goals remain the same: generate excitement about the play pattern without over-promising; let consumers know at a glance what they’re purchasing and how it works; minimize the use of materials to eliminate waste; protect the product from damage; and most importantly, provide consumers with an enjoyable brand experience at retail.  Ted Mininni is President and Creative Director of Design Force, a design consultancy for global brand leaders in toy and entertainment. To learn more about the key design strategies his consultancy employs in the development of package design and style guide design for toy and entertainment brands, reach out to him directly at (856) 810-2277 or via email at tmininni@ designforceinc.com. Visit designforceinc.com for more information.

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ighty-two thousand square feet of meeple, dice, cards, and pawns — attending Origins Game Fair is better than winning the Free Parking jackpot in Monopoly.

Hosted by the Game Manufacturers Association (GAMA), the 48th annual Origins Game Fair will welcome more than 20,000 board game fanatics to the Greater Columbus Convention Center in Ohio from June 19-23.

Whether you are a casual gamer looking for a new family game night staple or you have dozens of games stacked up in your closet like Jenga bricks, the show has a lot in store, providing several days of fun and affordable entertainment.

Board gamers can discover hundreds of companies and thousands of games in the exhibit hall. They can wander from booth to booth and learn how to play as many new games as they like and purchase them on the spot to enjoy at home.

And while the aisles and aisles of game companies are overwhelming (in the best way), some special programs and events make Origins even more special.

From comedy shows to cosplay contests, Origins provides family-friendly activities throughout all five days of the show. A favorite feature that fans look forward to year after year is the Game Library. Here, Origins attendees can grab a game, pop a squat, and play with friends new and old. There are more than 1,000 games to choose from, or guests can even

bring their own from home to share.

Another highlight for board game die-hards is the Unpub Room, where attendees can play test unpublished games, giving valuable feedback to designers along the way.

Unlike pop culture conventions like New York Comic Con or Comic-Con International: San Diego, Origins stays hyper-focused on tabletop games, and remains accessible to attend, with one-day badges running $45, and Sunday badges as affordable at $15.

Origins may welcome board game aficionados from all over the country, but show organizers GAMA make sure to give back to the event’s hometown. “Columbus is our home,” says John Stacy, Executive Director at GAMA. “We’re very engaged with the community, so we give away hundreds of tickets every year to the local Columbus Urban League, youth groups, the Boys and Girls Club, the Scouts, so [kids] can come and play games.”

And while the board games are the stars of the show at Origins, it’s just as much about the people who make the experience memorable.

Amy Besancon, an Ohio resident who has been attending Origins for more than a decade and volunteering at the show for the last three years, says she loves how welcome she feels by everyone at the show. “Everyone you meet is a friend,” she says. “I can just pick up and play games with anyone.”

Marissa Clutter of Perry, Ohio attends Origins with her family, and says she has board game friends from Illinois and Florida that she looks forward to seeing at the show every year. “I’ve only ever seen them with my eyeballs at Origins because we only ever play online,” Clutter says.

The attendees are not the only ones bringing the good vibes, the exhibitors are also there for a feel-good time.

“Origins is about connecting with the board game community, from media and content creators looking for a first look at what’s new, to our larger family of board gamers,” says Curt Covert, owner of Smirk and Dagger Games, which publishes titles including boop., The Night Cage, and more. “And we do think of it that way. We don’t ‘sell’ games at our booth — we welcome our friends and family to see what we are super excited about, we entertain and create amazing experiences that you can re-create with your own gaming groups, and yeah, if you need a copy, we have ‘em.”

While Origins is a consumer show, GAMA members can expect professional programming and additional benefits.

“In this industry, people want to help each other for the most part, and they’re working together,” Stacy says. “They’re trying to make games and have fun and get that out to the marketplace — and I think that’s really cool.”

Interested board game pros can visit originsgamefair.com for more info. 

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GAMES & PUZZLES UNIVERSITY GAMES The Dog Ate My Homework Ages: 6+ | MSRP: $24.99 Available: Fall 2024

SUPER7 1,000-piece Licensed Puzzles Ages: 8+ | MSRP: $20

Players will pick a drawing, put it in the dog’s mouth, crank its ear, then collect the shreds out of the other end. Then, they will try to unscramble the shredded homework and correctly guess the image in order to turn it in before the deadline and win the game.

Super7 introduces a range of puzzles featuring pop culture brands. Puzzlers can assemble works of art inspired by Toho’s Godzilla vs Biollante Japanese cinema poster, the 1986 Japanese Transformers: The Movie poster, or the Mighty Morphin’ Power Ranger’s Green Ranger as he appeared in BOOM! Studios comic art (pictured).

FOXMIND

ASMODEE

Blast Track Ages: 7+ | MSRP: $24.95 Available: August 2024

13 Beavers Ages: 7+ | MSRP: $19.99 Available: Spring 2024

Experience the thrills and chills of amusement parks in Blast Track. Players create a roller coaster with gravity-defying loops, steep slopes, and dark tunnels that will have the fair’s visitors wanting more than one ride.

Players must correctly guess whether a card will be higher or lower than the one before it to move forward in the game. The first one to reach Beaver Paradise wins and joins the ranks of the infamous 13 Beavers.

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SPIN MASTER Barrel of Monkeys Ages: 3+ | MSRP: $4.99 Available: Spring 2024

HEY BUDDY HEY PAL

Kids can enjoy a refreshed take on the classic skill-linking game. Players take turns creating a link with the 15 redesigned monkeys. The player who makes the longest chain wins the game.

Cake-N-Bake Challenge Ages: 4+ | MSRP: $24.99 Available: Fall 2024

ELENCO

Players race to stack their cake slices based on the order shown on a game card. The first player to correctly stack their cake wins a candle, and whoever collects six candles first wins the game.

Snap 2 It | Ages: 7+ | MSRP: $34.99 Snap 2 It combines traditional board game play with STEM principles. Each player has their own light and races to be the first one to snap a path between their light and the communal battery. Kids can build the path solo or play competitively with up to four players as they learn the basics of electricity.

MOOSE GAMES Pickleball Blast Ages: 8+ | MSRP: $19.99

EDUCATIONAL INSIGHTS Kanoodle Ultimate Champion | Ages: 7+ MSRP: $21.99 | Available: Spring 2024 Kids can become the ultimate Kanoodle champion with this newest addition to the viral line of puzzle games. It features 500 new puzzle challenges in both 2D and 3D modes, as well as a built-in, battery-powered timer. The game includes 12 metallic-finish Kanoodle pieces and a challenge guide.

Pickleball Blast is a tabletop version of America’s fastest-growing sport. The court features a net with an attached “Screamin’ Pickle” launcher.

Using the thumb action pickleball paddles, players send the pickle play piece soaring; aiming to beat their opponents by flipping the pickle lids at the other end of the court. Opponents must defend their jars by blasting the pickle back to the other side of the court. When a player flips two of their opponent’s lids, they earn one point, and the first player to earn four points wins the game.

MATTEL Giant UNO NFL | Ages: 7+ | MSRP: $21.99 This giant version of the classic game of UNO is played with oversized cards and features a special “Ice the Kicker” rule that will have players trying to flick a paper football through a “goalpost” shape another player makes with their hands.

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GAMES & PUZZLES SD TOYZ

EXPLODING KITTENS

WordSnap | Ages: 8+ | MSRP: $24.99

That Escalated Quickly Ages: 10+ | MSRP: $19.99

WordSnap is a word-building game played outside of a traditional gameboard.

Players can use the octagonal soft-snap pieces to craft words vertically, horizontally, and diagonally, creating a crossword puzzle-like grid. Players will score additional points as patterns emerge in the built words.

Players must answer the card’s hypothetical question with the intensity of their answer matching a provided secret number. Then, players can work together to put crazy, absurd answers in correct numerical order based on scales like “tastiest to grossest,” “cutest to scariest,” and more.

VANGO TOYS Bad Girl Era | Ages: 14+ | MSRP: $19.99 In this party game, players will reveal the mean things they’ve said or done when a card with a Bad Girl and Virtue prompt is drawn each round. The first player to reach the last space on their Evolution of a Bad Girl card loses the game, while the player on the lowest space wins.

FUN IN MOTION TOYS Dice, Limited Edition Easter, and Avatar: The Last Airbender Shashibo Puzzles Ages: 8+ | MSRP: $25-25.99 Shashibo are magnetic puzzles that can transform into more than 70 different shapes. These new puzzles are inspired by dice, Easter, and Paramount’s Avatar: The Last Airbender (pictured, available June 2024).

BEPUZZLED

THAMES & KOSMOS Masters of Crime Ages: 16+ | MSRP: $24.95 Available: Spring-Fall 2024 In this series of games, players step into the shoes of a criminal mastermind to sift through evidence, reveal clues, and solve puzzles together. Masters of Crime games are integrated with real world elements, including Google Maps, phone numbers, websites, and more.

Godzilla Ultra-Deluxe 3D Crystal Puzzle | Ages: 12+ | MSRP: $29.99 Available: Spring 2024 This 7-inch Godzilla puzzle is the most intricately sophisticated Crystal Puzzle in the 3D Crystal Puzzle line. It features 71 pieces for fans to build up the King of Monsters.

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GAMES & PUZZLES KANE MILLER

THE POKÉMON CO.

Guess That Job! Ages: 4+ | MSRP: $26.99 Available: May 2024 In this two-player game illustrated

by Emily Balsley, kids have to guess different occupations. It comes with game boards, character cards, and playing tokens, as well as a 24-page booklet with details about each job.

FIRESIDE GAMES Ultimatch | Ages: 10+ | MSRP: $9.95 Available: Summer 2024

Pokémon TCG: Scarlet & Violet — Paldean Fates Elite Trainer Box Ages: 6+ | MSRP: $49.99 This expansion includes nine booster packs, a shiny illustration rare promo card featuring Mimikyu, accessories, and a collector’s box. It introduces Shiny Tera Pokémon ex. Trainers can collect more than 130 shiny Pokémon from the Paldea region, including shiny Pikachu, shiny Ceruledge, shiny Tinkaton, shiny Dondozo, shiny Tatsugiri, and more.

In this cooperative card game, players pass cards to each other to help make matches by adding or subtracting numbers or by mixing colors together. If players make an Ultimatch by matching both color and number, they draw another card to add to their hand. As they make matches, they will reveal new cards until the final card is matched.

RIDLEY’S GAMES Tortoise Tumble | Ages: 8+ MSRP: $15 | Available: Spring 2024

LUKI LAB

Kids can roll their Tortoise to victory with this garden-themed tumbling game.

Players can piece together the jigsaw-style garden scene cards in a different way each time they play for a fresh game experience. Players score points based on how and where each tortoise lands and the first player to reach 500 points wins the game.

Go-Go Ghost Ages: 6+ | MSRP: $29.99 This family-friendly game challenges players to enter the manor and become ghost hunters. They will compete to be the first one to take a photo of the ghost and escape the manor before the light-up, motorized ghost finds them.

HAND2MIND Bunny Brunch Ages: 3+ | MSRP: $19.99 In this game, kids will race to complete patterns on the plates to feed the bunnies before the mouse eats the bunny food.

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GAMES & PUZZLES LEARNING RESOURCES

FAT BRAIN TOYS

Scramboozle! Puzzle Ball | Ages: 6+ MSRP: $9.99 | Available: Fall 2024

Battle Box Ages: 8+ | MSRP: $44.95 Available: Summer 2024

Kids can shake the Scramboozle, then twist the top to carefully roll the marbles into place and solve puzzle challenges. This puzzle ball comes with an activity guide and is selfcontained for play on the go.

After getting the blockers into place, players take turns launching marbles to try and knock down their opponent’s targets. This skill and strategy game requires players to plan their attacks to be the first player to knock down all of the obstacles.

SMART TOYS & GAMES 5 Little Birds | Ages: 5+ MSRP: $24.99 | Available: April 2024 This one-player game features 60 challenges for kids to complete. Using the clues, kids have to use logic and deduction to figure out where the birds go and clip them to their correct location in the wooden tree.

GOLIATH TOMY Fill Your Pants | Ages: 6+ MSRP: $17.99 | Available: Fall 2024 In this scavenger hunt, players race to collect random things described on their game card and stuff them into their giant underpants as they go. It’s a pant-filling race to collect items in 50 categories, like “something furry,” “something long,” “something shiny,” and something floppy.”

Psycho Killer Ages: 16+ | MSRP: $19.99 Available: Spring 2024 Crime becomes a party in this card game inspired by retro slasher films. In this game of survival (and sometimes betrayal), players must carefully manage their hand of cards, because when the dreaded psycho killer appears, he’ll take weapon cards and turn them into injury points.

HASBRO Cranium Craze! Card Game | Ages: 7+ MSRP: $9.99 | Available: June 2024 This fast-paced family game blends the best of Cranium and Crazy Eights. Players can draw, act, describe, and play the right cards to win the game. There are 400 clues and unlimited ways to use them.

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GAMES & PUZZLES SUPER IMPULSE

BADA BING FAMILY

World’s Smallest Trivial Pursuit | Ages: 6+ | MSRP: $5.99-7.99

Bada Bing! | Ages: 13+ | MSRP: $39.95 Available: Spring 2024

This miniature version of the classic game comes with teeny, tiny pieces, including the iconic Trivial Pursuit wedges. Players can put their knowledge to the test with this travel-friendly game for up to six players.

In this new take on the American gangster genre, 2-8 players fight for power, control, and survival to become the Boss of Bosses by acquiring businesses and cash. Throughout the game, players may face the consequences of “An Offer You Can’t Refuse” and “Special Investigation” cards as they attempt to wipe out the competition and prevent themselves and their crew from getting whacked.

FRANKLIN SPORTS Battle Soccer | Ages: 6+ | MSRP: $29.99 Players go head-to-head in this fast-action tabletop game that features a sloped play surface and six player-controlled flippers. Kids can battle it out at home, on a camping trip, at a friend’s house, and more.

BUFFALO GAMES Buffalo Games Wood Puzzles Ages: 14+ | MSRP: $29.99-59.99 Available: Summer 2024

THIN AIR BRANDS

These 250- and 500-piece wooden puzzles feature images from artists such as Charles Wysocki and Thomas Kinkade.

Whack Attack Arcade Ages: 3+ | MSRP: $29.99 The Whack Attack Arcade game brings the classic whacking game from the arcade to the playroom. The arcade-style game features lights, sounds, and vibrant colors and graphics for interactive fun. Kids can try to beat the high score again and again.

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THE GOOD GAME CO.

CHOOSECO The Choose Your Own Adventure (CYOA) Tarot Ages: 12+ | MSRP: $24.99 Available Spring 2024 Artist Brian Anderson assembled a diverse cast to inhabit the classic Major and Minor Arcana cards in this CYOA Tarot Deck. It comes with an accompanying guidebook written by CYOA author and tarot practitioner Rana Tahir, who explains the history of tarot along with the meanings of the 78 cards and example readings.

Big Foot vs. Yeti: Splat Attack!

Ages: 6+ | MSRP: $24.99 Available: Summer 2024 In this game, players catapult mud pies and snow patties to knock over creatures on the opposing team one by one. The last beast left standing at the end wins the game.

GRAY MATTER GAMES The Donut Challenge Ages: 8+ | MSRP: $24.99 In this game that’s fun for the whole family, players compete in more than 100 solo, co-op, and headto-head physical challenges to earn ingredient cards. The first player to collect all four ingredients will win the game.

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W

hen you think of iconic toys and games, few come immediately to mind as the Rubik’s Cube does. The puzzle’s colorful design is both simple and complex, and it lends itself to a multitude of possibilities that transcend the toy department and have propelled Rubik’s to become a truly global lifestyle brand.

Created by Professor Ernő Rubik in 1974, the original Rubik’s Cube became a craze in the 1980s, cementing itself as part of the cultural lexicon as millions of players became Cubers. “The Rubik’s Cube is a piece of art. It comes to life when we attempt to discover our own solutions to the vast complexity of the challenge,” Rubik says. “It speaks to the universal values in human nature: curiosity, perseverance, and ingenuity.”

After being marketed by several different companies over the years, Spin Master acquired the Rubik’s brand in 2021 and immediately plotted a course to celebrate its legacy with a new range of products and activations that honor 50 years of curiosity and fun.

This year, Spin Master is backing Rubik’s with a year-long campaign designed to spark excitement in the next generation of problem solvers as it debuts a full range of new products that honor the past while looking into the future.

Tapping into the Cube’s place in pop culture history, limited-edition collaborations will emerge featuring the likes of Hello Kitty, The Beatles, Albert Einstein, Barbie, and more in addition to partnerships with brands such as Levi’s, NBALAB, U.S. Soccer, Mercedes Benz, Heelys, Tetris, and G Fuel. And, later this year, Spin Master’s Digital Games creative center will unleash Rubik’s Match, a mobile game developed by Nørdlight Games, the company’s Stockholm-based digital game studio.

“As we celebrate this remarkable milestone, we will honor the Rubik’s Cube’s enduring global impact, inspiring new generations to explore the cube and encouraging past generations to rediscover it,” says Doug Wadleigh, Spin Master’s President of Toys.

It’s time to Make Your Move.

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Rubik’s 50th Anniversary Retro Cube | Ages: 8+ MSRP: $14.99 Celebrate Rubik’s 50th Anniversary with this collector’s edition of the Rubik’s Retro Cube. Displayed in a replica of the 1980s issue packaging, this blast to the past is decorated with the original Rubik’s Logo and classic-colored stickers. The yellow side of the cube has been replaced with a deep gold in celebration of this momentous occasion.

Rubik’s Sensory Cube Ages: 8+ | MSRP: $12.99 Launched in partnership with the National Federation of the Blind, this unique 3x3 cube has a distinguishable tactile shape for each color and is designed to be inclusive for the visually impaired community — even the packaging includes braille.

Rubik’s Cubers | Ages: 8+ | MSRP: $14.99 Kids can collect, solve, and display these puzzle characters including Batman, Iron Man, Spider-Man, and Black Panther. These cubes are fully functioning and come with a body mount and accessories that match each character.

Rubik’s 3x3 Speed cube Ages: 8+ MSRP: $14.99 This 3x3 Rubik’s Speed Cube is redesigned for competition use, featuring stickerless panels in signature Rubik’s Speed colors, internal magnets for enhanced stability, and adjustable tensions to find your ideal movement settings.

Rubik’s Gridlock Ages: 7+ | MSRP: $14.99 Players can challenge their flexible thinking and problem-solving skills with the Rubik’s Gridlock. With blocker pieces in place, the objective is to fit all the pieces onto the board to solve each puzzle. There are plenty of challenges with the 44 double-sided puzzle cards that range from beginner to expert. All pieces are contained within the square case which makes set-up and storage incredibly easy.

Wednesday Cube Ages: 8+ MSRP: $14.99 This collector’s item pays homage to Wednesday Addams and features a monochrome color scheme and a Thing display stand.

Rubik’s Connected X Ages: 8+ | MSRP: $39.99 Physical and digital play combine with this Bluetooth-capable 3x3 cube that connects to the companion Rubik’s Connected X App. Cubers can learn and improve their cubing skills through the app by tracking, recording, and timing their abilities as a cuber. Then they can connect with friends through the app to go head-tohead to see who is the fastest cuber!

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CHANGING THE GAME

STRONG VIDEO GAME SLATE COULD SPIKE TOY SALES

New Characters and Fantasy Worlds Inspire Collectibles

by VICTOR LUCAS, Creator/Host, The Electric Playground

I

am writing this in the glow of Prince of Persia: The Lost Crown, the first video game blockbuster of 2024 and the first game of the year that I hope a savvy company licenses to create some fantastic toys.

Yes, I’m a lifelong fan of video games but I’m also an action figure fiend that loves it when the toy market taps into the unbridled imagination that games can often provide.

The new Prince of Persia is a perfect example. Gamers play as a character named Sargon who is part of an elite group of warriors named The Immortals who are tasked with protecting Persia and the titular prince. All of these characters are fantastic, so I‘m waiting on the news that someone is going to immortalize them with awesome figures soon.

Honestly, Sargon may be the coolest video game protagonist of 2024 but let’s look ahead…

What other games coming out in 2024 should we have on our radar, particularly if they have killer characters that may also translate to awesome collectibles? Well, here is my shortlist for this year:

Star Wars Outlaws Almost assuredly, just like it did with the sensational Star Wars Jedi: Fallen Order and Star Wars Jedi: Survivor games, Hasbro will create The Black Series figures for the lead characters in Ubisoft’s upcoming Star Wars Outlaws. Players will assume the role of a scoundrel named Kay Vess as they jet from planet

to planet getting into all kinds of fantastic trouble. This is not a game of lightsabers and Force powers — this is an adventure showcasing the seedier underbelly of the Star Wars galaxy and it’s set between the events of The Empire Strikes Back and Return of the Jedi. This single-player, open world action-adventure game is being developed by Massive Entertainment, creators of the phenomenal Tom Clancy’s The Division titles. Massive is a team that understands nuanced character designs and rich world-building. Based on everything I know about the games coming out this year, it’s Star Wars Outlaws that I am most excited about. And I can’t wait to collect the figures.

Final Fantasy VII Remake Trading Arts (Blind Box Set Of 5) Source: Square Enix

Rise of the Rōnin There are several superb samurai-inspired projects in popular culture right now, like Blue Eye Samurai on Netflix and PlayStation’s excellent Ghost of Tsushima, but another open world Samurai game is set to launch on PlayStation 5

this year and it is blowing people away.

Called Rise of the Rōnin, this is the latest title from acclaimed action developer Team Ninja, makers of the modern Ninja Gaiden and Nioh games. Players create their characters in Rise of the Rōnin and fight their way through beautiful cities in 19th century Japan. The character designs and weaponry in the game are astoundingly beautiful and the idea that a Rise of the Rōnin action figure could come packed with the glider that players will get to employ in the game makes me bounce with excitement.

Replaced I’d love to see the toy industry pay a little more attention to indie game development, particularly when a title as fresh and exciting as Replaced is heading our way. This is a dystopian side-scrolling action platformer with a retro look and a vibe straight out of Ridley Scott’s seminal Blade Runner. Gamers play as artificial intelligence (AI) trapped in a human body, wearing a killer long coat, sporting a cyberpunk ponytail, and fighting through layers of pixelated techno tough guys in an alternate ‘80s sci-fi epic.

The Plucky Squire Another indie game, which has been sourced by the curation wizards at Devolver Digital, is The Plucky Squire.

In this one gamers play as a cute little 2D character named Jot who — what’s this?

— has the ability to completely change

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It’s a safe bet that scoundrels, creatures, and Droids from Star Wars Outlaws are headed to the toy department. | Source: Ubisoft

the plot and jump from his 2D storybook confines into a 3D “real world” environment and then back again at will! It’s entrancing to witness and Jot and his pals are incredibly endearing and could make great toys. Hint, hint.

Could these games hold clues to new toys and collectibles?

Sources: Sony Interactive Entertainment, Devolver Digital

Final Fantasy VII: Rebirth The final gaming juggernaut that I’m convinced will have a host of great toys to accompany it is Square Enix’s Final Fantasy VII: Rebirth. In fact, some collector-focused products are already in the works and available for preorder on the Square Enix website. The game picks up right where 2020’s Final Fantasy VII: Remake left off and is the second part in a modern trilogy that reimagines the original 1997 RPG classic for the very first PlayStation.

Cloud, Aerith, Tifa, Barret, Sephiroth, and many other Final Fantasy characters have graced toy shelves for years, and that continues.

These are just a handful of the great video games in store for players this year. The worlds we’ll explore and the characters we’ll meet in

2024 will take our breath away and then the cool toys they inspire will help us relive these awesome interactive experiences for years to come. It’s that symbiotic reciprocal circle that exists between toys and video games that leads me to my motto: Play Forever!  Creator and host of The Electric Playground, Victor Lucas is an Emmy-winning video game television pioneer. The Electric Playground hit the airwaves in 1997 and became a daily TV series with viewers worldwide in 2008. Lucas has produced several other TV series, including Reviews on the Run, and also partnered with game publishers to produce documentaries for several AAA franchises like Tomb Raider, Metal Gear Solid, Fallout, and Batman: Arkham. Follow Victor’s work at EPN.tv and youtube.com/EPNtv.

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Rainbow Brite is 40.

Source: Hallmark

Rainbow Brite Celebrates 40 Years of Magic

by NICOLE SAVAS, Social Media Editor

I

n 1984, a young girl named Wisp was transported to a dark, colorless world where she was tasked with setting the light and color free. Wisp, who magically transformed into Rainbow Brite, then began to protect Rainbowland with the help of her colorful friends. Forty years later, Rainbow Brite remains a vibrant part of ‘80s kids’ hearts and is catching the eyes of younger generations.

THE BEGINNING OF RAINBOWLAND “Rainbow Brite has been inspiring imaginations with her adventures and sincere messages of courage, kindness, and optimism for decades,” says Stacey Howe, Vice President of Global Licensing & Business Development, Hallmark.

Hallmark launched the Rainbow Brite brand with a 13-episode animated series, which was followed by a feature film, Rainbow Brite and the Star Stealer, released by Warner Bros. in 1985, and two live-action specials released on VHS. Regardless of format, Rainbow Brite always worked together with her friends to fight gloom and keep the world colorful.

Of course, the toy aisle also became more “brite.” The master license for the brand has changed hands throughout the years, but it launched with Mattel. The company behind Barbie and He-Man released several different toys, but some of the more sought-after were soft dolls based on the characters. More recently, Playmates Toys held the license for the 25th anniversary in 2009, releasing dolls with a slightly updated look.

RAINBOW NOSTALGIA Now, The Loyal Subjects has been tapped for the 40th-anniversary celebration and already has a slew of products available at retail (see pg. 96).

“We have the multi-colored megaphone turned up, ready to shout to the mountain tops!” says Jonathan Cathey, The Loyal Subjects’ CEO. Last fall, the company released a variety of dolls and collectible figures and plans to launch more in the coming months.

“The recipe for success is to tell the story faithfully, which we are doing,” exclaims Cathey.

The Loyal Subjects is focused on creating items both original fans and newcomers to the brand will love. Products include classic dolls styled like the originals with yarn-like hair and plush friends such as Starlite and Twink. Kids looking for a fashion doll with modern trends will find one with threaded hair, 29 points of articulation, mystery accessories, and a full outfit swap. This holiday season, consumers can expect a talking Rainbow Brite doll that lights up and features multiple phrases.

“We want to honor the nostalgia and love that original fans still have for the brand,” Howe says, “while at the same time introducing a new generation to Rainbow Brite. Many of the original fans are now parents and can create a shared experience [with] their kids.”

Beyond the toys, Howe shares that apparel, accessories, and more will also be available this year to celebrate the big

anniversary. Familes can also expect to see Rainbow Brite at some of the biggest fan gatherings across North America.

“Moonglow anyone?” hints Cathey on The Loyal Subjects’ plans for Comic-Con International: San Diego (SDCC). The company will start the celebratory events in March with a roller rink party.

CHASING RAINBOWS When Rainbow Brite transformed Rainbowland, she transformed a little of our world as well. The timeless messages of the brand will continue to keep fans’ lives — and the toy department — a radiant place to be for the next 40 years and beyond. “… in today’s complex world, we need to be reminded of all of these magical themes which bind us together. [Rainbow Brite is] focused on love, positivity, and the magnificent beauty that this world, this life has to offer,” says Cathey. “The Rainbow Brite cast and ensemble are the chorus for these themes. And that IS the reason it’s still popular today. It’s an undeniable ‘heartbeat and hug’ which invites the greatest part of all of our hearts to come out and play.” 

As a kid, Nicole either wanted to be a professional toy player-wither or a writer. As social media editor for The Toy Book she’s found a career as both.

She’s grateful to work somewhere she can utilize her love of teddy bears and the Oxford comma.

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DOLLS 1

MATTEL 1) Barbie Career of the Year Women in Film Set | Ages: 6+ | MSRP: $49.99 Barbie celebrates more than 250 professions with a blockbuster careers set featuring four movie-making roles in which women are underrepresented: Studio Executive, Director, Cinematographer, and Movie Star.

2) Barbie Getaway House Playset | Ages: 3+ | MSRP: $34.99 This portable doll house has a kitchen with a slide-out table, a bathroom, a lofted bedroom, and a cozy lounge for movie and game nights. Graphics like recycling and compost bins, plants, solar panels on the roof, and an electric vehicle can help make kids aware of “green” living.

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CEPIA

IMC TOYS

Decora Girlz Doll Collection | Ages: 4+ MSRP: $9.97-24.99 | Available: Spring 2024

Cry Babies Tiny Cuddles Disney | Ages: 18MOS+ MSRP: $12.99 | Available: Spring 2024

The collection features 5- and 11-inch dolls dressed in Decora Kei-styled clothing. Kids can customize their dolls with brushes, combs, stickers, and accessories. The collection also includes the Decora Sticker Store Play Set, which offers on-the-go play and stores the 5-inch doll and its accessories.

Cry Babies Tiny Cuddles are soft versions of Cry Babies.

The newest additions include six new dolls dressed up in outfits inspired by Disney characters such as Mickey Mouse, Minnie Mouse, Stitch, Daisy Duck, and Winnie the Pooh.

Each Disney-themed doll comes with a matching pacifier and cries real tears.

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JAKKS PACIFIC

MADAME ALEXANDER

Disney ily 4EVER Fashion Dolls Ages: 6+ | MSRP: $29.99 Available: Spring 2024

1) Alexander Girlz Ages: 3+ | MSRP: $49.95 Available: Spring 2024

This spring, JAKKS’ ily 4EVER collection expands with fashion-forward, trend-based fashion dolls and accessories inspired by beloved Disney stories and characters including Minnie Mouse, Rapunzel, and Cruella. Additional dolls join the line this fall with fashions inspired by Disney characters Jack and Sally, Ariel, and Stitch.

There are five new, 14-inch dolls in the friendship-fueled collection. Each poseable doll — Avi, Emmi, Zola, Brooks, and Paisley — has rooted hair, fixed eyes, and its own sense of style.

PLAYMATES TOYS Miraculous Ubiquity & CosmoBug Dolls | Ages: 4+ | MSRP: $16.99 Kids can have heroic adventures with Ubiquity and Cosmobug, the latest members of the Miraculous team. Each 10.5-inch fashion doll comes in soft-good fashions inspired by their appearance on Miraculous — Tales of Ladybug and Cat Noir. Miraculous and Cat Noir dolls are also available.

2) Potty Pals Baby Ages: 1+ | MSRP: $49.95 Available: Spring 2024 The 13-inch baby doll comes in a pastel pink butterfly outfit and matching headband. Potty Pals Baby has a drink and wet feature, so kids can watch the diaper change color as it wets and know when to change the baby. A toy bottle and potty are also included.

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TOMY Lamaze My Friend Dolls | Ages: 0+ MSRP: $18.99 | Available: Spring 2024 The Jasmine and Olivia dolls are a kid’s perfect first friend. Jasmine has crinkly legs and other fabric textures, while Olivia (pictured) has a crinkly skirt. These soft friends can be used to teach kids early role play and social skill development. Both dolls can also serve as sensory tools.

MINILAND Miniland Doll with Vitiligo | Ages: 2+ MSRP: $54.98 This 15-inch doll with rooted hair represents the beauty of vitiligo with care and respect.

Miniland aims to encourage inclusivity and representation with its dolls to ensure all kids are seen and valued.

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DOLLS MGA ENTERTAINMENT 1) Rainbow High Fashion Dolls | Ages: 4+ | MSRP: $24.99 The Rainbow High brand is being reintroduced in a new light. Each doll comes with DIY Sparkle slime that kids can use to customize the included pet. The dolls also have customizable outfits.

2) L.O.L. Surprise Tweens Core Doll | Ages: 4+ | MSRP: $19.99 These bold dolls come with multiple surprises to unbox, including unique outfits, accessories, and more. There are four BFFs to collect.

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THE DR. LISA COMPANY 1) Positively Perfect Toddler Dolls Ages: 3+ | MSRP: $29.99

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These multicultural baby dolls reflect ethnicities found around the world. Featuring custom blended skin tones, authentic facial features, and more true-to-life bodies, the new collection of Toddler Dolls includes Ashanti, Ellie, Jalen, Mariana, Sariyah, and Xile.

THE LOYAL SUBJECTS (TLS TOY) 1) 12-inch Rainbow Brite Rag Doll | Ages: 4+ | MSRP: $19.99 Featuring a soft body and fashions, this Rainbow Brite doll includes yarn hair and comes with a Rainbow Brite sticker pack.

2) 5.5-inch Rainbow Brite Fashion Dolls | Ages: 4+ | MSRP: $19.99 Designed with Rainbow Brite stylings, these articulated dolls come with surprise accessories.

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2) Positively Perfect Fresh Dreamers Ages: 3+ | MSRP: $39.99

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Designed to be a kid’s first best friend, these multicultural dolls include new dreamers Willow, Cheyenne, Mira, and Sable. Each 18-inch doll comes with a purse, washable hair, a hair accessory, and a doll-sized water bottle with stickers.

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HASBRO

SUNNY DAYS ENTERTAINMENT

Baby Alive Shampoo Snuggle Ages: 3+ | MSRP: $19.99

1) Honey Bee Acres Harvest Festival Ages: 3+ | MSRP: $49 Available: May 2024

The Shampoo Snuggle baby doll playset includes a magic bubble bottle accessory with fun disappearing bubbles.

There are three ways to play: on its own, with water, or with kids’ own shampoo.

This 50-piece festival-themed dollhouse and playset includes a barn with a rotating dance floor, produce stand, pumpkin painting contest stand, a treat booth with doll-sized toy sweets, and more. Exclusive figures — Dad Harvey and Daughter Ellie — are also included.

MOOSE TOYS

2) Moodles Dolls Ages: 2+ | MSRP: $19.99 Available: May 2024

1) Magic Mixies Pixlings — Shimmerverse Series Ages: 5+ | MSRP: $17.99 | Available: July 2024 Kids add water and included special ingredients to the bottle and say “Magicus Mixus,” then turn and press the crystal gem stopper. The potion shimmers and turns transparent to reveal a dry Pixling doll. There are four Pixlings Shimmeverse dolls to collect: Marena and Faye, who have been re-imagined, and two new Pixlings: Phoenix and Starla. The 6-inch, fully articulated dolls have flowing hair and stylish outfits.

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There are two dolls, Aria and Zoey, that feature six separate faces each. The faces showcase different emotions so kids can communicate their moods and learn about emotions while playing.

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2) Magic Mixies Pixlings Deluxe Hair Dolls Ages: 5+ | MSRP: $19.99 | Available: Fall 2024

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COROLLE

Each of these Pixlings Deluxe Hair Dolls emerge from the bottle fully dry and with 6-inch long hair. Deerlee’s hair magically changes color from teal to purple when exposed to sunlight, Nebula’s blue locks glow in the dark, and Fiery Firensa’s hair reacts to heat, changing it from purple to pink. Each doll comes with a matching exclusive Mini Mixie companion and hair accessories.

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Clémence | Ages: 4+ | MSRP: $85 This 14-inch toddler doll has a soft body, long blonde hair, and blue eyes.

Clémence comes in a floral print skirt, headband, and knit top with a special logo for Corolle’s 45th anniversary.

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TALKIN’ TOYS

SECRET ORIGINS OF THE SANTAVERSE Q&A with The Lumistella Company The Lumistella Company has a lot in store for families — and retailers — this year as it shapes new lore that extends beyond the holidays.

THE TOY BOOK: WHEN WE LAST SPOKE, THE SANTAVERSE HAD JUST BEEN ANNOUNCED. HOW WILL IT UNWRAP IN 2024?

The Lumistella Company: This year, we will begin revealing The Elf on the Shelf Santaverse, the Enchanted World of Santa Claus to consumers. We will tell legendary stories and introduce never-before-seen characters, answering the questions children have asked about the mysteries and magic of Santa’s North Pole. These additions will be unveiled through a variety of different channels including product launches; partnerships with HarperCollins, Netflix, and others; a new website; and more branded digital content spanning interactive games, websites, music videos, social media activity, and more.

Through our collaboration with HarperCollins, we are thrilled about the publication of a middle-grade novel revealing the fantastical story of the origin of Santa Claus and his enchanted North Pole, arriving this fall. We will also introduce a cookbook from William Morrow/HarperCollins with Christmas recipes hosted

by The Elf on the Shelf Scout Elf crew.

Innovative products will launch, featuring

our newest characters including Bogie, Frost Pips, and Little Grunt.

TB: HOW DOES THE SANTAVERSE ENGAGE KIDS YEAR-ROUND? TLC: Kids are fascinated with all that takes place at the North Pole, even when it’s not the holiday season. What does Santa do the other 364 days of the year? Where do their Scout Elves live and what are their favorite activities? Where did they come from? We are excited to be the go-to for answering those questions and giving kids characters, stories, and toys that will ignite their imaginations and support their belief in the year-round magic of the North Pole.

Our YouTube channel provides animated shorts and stories, such as Scout Elf School, which reveals lessons elves learn to bring cheer to families each year.

Kids will always be interested in unique characters with great stories — no matter what time of year it is.

TB: WHAT CAN YOU SHARE ABOUT THIS YEAR’S NEW PRODUCT RANGE? TLC: We’re excited to introduce three new product lines in 2024. Santa’s clever Bogie pals are spirited creatures who come from a mountainous region of the North Pole, where they hide in nooks, crannies, and cozy tree homes. While they were launched last year as special stow-

aways inside the Elf Pets Official Carrier, they will have their own plush launch this year with four new colors: red, blue, yellow, and pink.

Frost Pips are the North Pole’s smallest and youngest elves, known for their playful spirit. The enchanting Frost Pips miniatures bloom at the North Pole from frost flowers. They need lots of love and care so they can grow to become Santa’s Scout Elf helpers.

Last but not least, we’re excited for our fans to meet the first in our brand new SnoBiggie line: Little Grunt, the little yeti with a big heart. Making friends can be hard, especially when you have a reputation for being abominable! But with a bit of persistence and a lot of charm, Little Grunt becomes the biggest friend of all!

TB: HOW DOES THE SANTAVERSE HELP PREPARE THE LUMISTELLA COMPANY FOR ITS 20TH ANNIVERSARY IN 2025?

TLC: As we approach our 20-year milestone, Santaverse, the Enchanted World of Santa Claus, will allow us to create more joyful moments for even more families across the globe. Santaverse will also open the door to new partnerships, branded entertainment, digital content, immersive experiences, new products, and more. 

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INFANT & TODDLER GUND

HAPE

Sustainably Soft Plush Ring Rattles | Ages: 0+ | MSRP: $15 Available: Spring 2024

Melody Mansion Ages: 1+ | MSRP: $37.99 Available: Spring 2024

Babies can cuddle and enjoy these soft plush rattles from the Sustainably Soft line. The collection features a pink bunny, a blue dog, and a yellow baby chick.

The sustainable rattles consist of natural wood and 100% recycled plush materials.

Little ones can engage in multifunctional play with this playset.

As toddlers pound the wooden balls through the chimney at the top to send them down the winding tack and over the xylophone’s colorful notes, they can discover basic musical concepts. The set comes with two balls, a removable xylophone, and a mallet.

FISHER-PRICE Little People Everyday Adventures Airport Ages: 1+ | MSRP: $24.99 From selecting a destination, checking luggage, “scanning” through security, boarding the plane, and folding down the jet bridge for take-off, this playset is packed with realistic, hands-on play features for kids to explore as they act out travel-themed stories.

LITTLE TIKES Easy Store Slide & Explore | Ages: 1+ | MSRP: $99.99 This playset (pictured at top of page) comes with multiple play options for toddlers: a slide, climbing steps with handles, and a collapsible crawling tunnel with peek-a-boo windows. It features a rotating telescope with 3x zoom, a spinning steering wheel, and more. This set disassembles and packs away (pictured right) for easy storage and transport.

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INFANT & TODDLER VTECH Zoo Jamz Doggy Xylophone Ages: 18MOS+ | MSRP: $17.99 Available: Spring 2024 Budding musicians can enjoy free play, then follow along as each bar lights up in sequence, guiding them through the do-re-mi scale. The final step introduces eight songs little ones can learn to play; just tap each bar as it flashes to advance the tune, note by note.

MUNCHKIN Bath Bobbers 3 Pack, Octopus, Walrus & Dolphin | Ages: 6MOS+ | MSRP: $9.99 Babies can turn tub time into ocean adventures with these colorful sea creatures.

Each bath toy features weighted bottoms and easy-grip tops. They float on water and wobble upright on land.

LEAPFROG Nest & Count Turtle Tower | Ages: 1+ MSRP: $11.99 | Available: Spring 2024 Kids can stack up or nestle together this family of turtles. The set offers four ways to play: Kids can nest the turtles together creating a colorful game of hide-and-seek; pile the turtles on top of Mama to build motor skills and see her head poke out for a peek-a-boo surprise; pull on the cord and watch the turtles wobble as they follow behind; or count the turtles, which feature the numbers 1-5 on their shells.

MELISSA & DOUG

VANGO

Peek-a-Boo Berry Take-Along Toy Ages: 0+ | MSRP: $9.99 Available: Spring 2024

Bizyboo Easter Series Ages: 2+ | MSRP: $9.99 These hide ‘n’ seek busy bags are portable and mess-free. Each of the four characters house 30 hidden Easter-themed objects waiting to be found. Kids use both written and visual prompts to find the items.

Little hands can explore sensory fun with ombre crinkle leaves and smooth ribbon tabs. This berry features a peek-aboo mirror and a food-safe silicone ring.

It clips easily onto a stroller, diaper bag, or car seat.

CUDDLE BARN Twinkling Levi | Ages: 0+ MSRP: $29.99 | Available: April 2024 This cuddly sheep can glow in various soft and illuminating colors. Not only can Levi act as a night light, but he also features volume control and will lull kids right to sleep by playing 15 minutes of lullabies including “Twinkle Twinkle Little Star,” “Rock-a-Bye Baby,” “Brahm’s Lullaby,” and “Hush Little Baby.”

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INFANT & TODDLER LEARNING RESOURCES

DOUGLAS

Growing Greenhouse Color & Number Playset | Ages: 18MOS+ MSRP: $24.99 | Spring 2024 Kids can practice color and counting skills as they sort, match, and count the flower petals and identify the numbered pistils. Pots and flowers can be stored inside the greenhouse for travel.

This set includes a working watering can and an activity guide.

PETIT COLLAGE Nursery Counting Puzzle: Five Little Speckled Frogs Ages: 1+ | MSRP: $18 Available: Spring 2024

Sshlumpie Collection Ages: 0+ | MSRP: $23.95 Babies can cuddle up with new friends that are identical blanket-like versions of Douglas’ Soft Dolls. The soft baby blanket features faces and limbs, and its 19-inch size is perfect for strollers, car seats, and everyday trips.

The latest additions feature Gavin the Doll and Vera the Doll.

Little ones can practice color matching and counting as they set the numbered frogs into place on a rainbow lily pad. This set is made from FSC-certified wood and is printed using sustainable processes and comes in plastic-free packaging.

THE LEARNING JOURNEY

Pop & Discover Shape Sorter Ages: 1+ | MSRP: $24.99 This sensory shape sorter provides a diverse amount of activities all in one toy.

Kids can pop in, pop out, or place one of the uniquely colored shapes into its place on each side of the Shape Sorter. It comes with six geometric shapes and serves as storage for all of the pieces. It also comes with moveable objects and two sides of “Poppers” for interactive and sensory learning.

THE LEGO GROUP Big Feelings & Emotions Ages: 18MOS+ | MSRP: $29.99 This 23-piece, hands-on LEGO Duplo set is designed to encourage toddlers and preschoolers to develop self-awareness. Each of the four characters has two expressions — happy and uncomfortable — helping grown-ups and toddlers explore why sometimes we all have big feelings.

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INFANT & TODDLER TOMY

RUBIES

Bebé Fuerte Count & Groove Bouncy Barbell | Ages: 9MOS+ MSRP: $19.99 | Available: Fall 2024

Charlie Brown Costume MSRP: $25.99-30.99 Available: Halloween 2024

Created in collaboration with Robin Arzón, Vice President of Fitness Programming and Head Instructor at Peloton, and inspired by weight-lifting, this bilingual electronic barbell features three modes of play: mode one for counting and dancing, mode two for wacky sounds, and mode three for music.

This Charlie Brown infant/toddler Costume is a tribute to the beloved character from Peanuts. This officially licensed ensemble is designed with the littlest fans in mind, featuring a cozy jumpsuit, shorts, and booties. The included shorts and booties complete the look, ensuring an authentic transformation.

PLAYMONSTER Playskool Lullaby Glo Worm Ages: 0+ | MSRP: $19.99 Choose from one of three modes and give the worm a squeeze. Long-play mode plays up to 10 minutes of music and lights, while short-play mode plays a quick tune with a brief glow. For more calm and quiet, there’s also a glow-only mode. Washing-machine safe.

SMART TOYS & GAMES SmartMax — My First Stacking Rings Ages: 1+ | MSRP: $24.99 Available: April 2024 Toddlers can stack and balance these rings, some of which rattle, and can create figures that balance, wiggle, and wobble. This sensory set helps kids to practice hand-eye coordination, balance, and fine motor skills. It’s compatible with all other SmartMax sets.

GOLIATH

Jelly Blox Creative Kit | Ages: 2+ MSRP: $19.99 | Available: Spring 2024 Jelly Blox is a patent-pending building system for toddlers and preschoolers that supports key developmental milestones through the fun of tactile, squishy, sensory play. A Bonus for parents — it’s totally ouch-free, so don’t worry about accidentally stepping on them.

FAT BRAIN TOYS Play Tab | Ages: 1+ | MSRP: $39.95 Available: Summer 2024 Kids can mix and match their discovery with this modular and customizable toy. This set includes six modular blocks, each featuring different sensory experiences. This toy provides fine motor challenges, visual stimulation, cause-and-effect discoveries, and more.

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Source: Smart Toys & Games

PRESCHOOL SMART TOYS & GAMES Gnome Sweet Gnome | Ages: 2+ MSRP: $26.99 | Available: April 2024 In this single player game, preschoolers must figure out where the three gnomes are hiding in the garden by trying to re-create one of the 48 challenges. Through this wooden matching game, kids can hone their logic and deduction skills.

PLAYMONSTER Playskool Sit ‘N Spin Ages: 18MOS+ | MSRP: $34.99

FAT BRAIN TOYS Pretendables Milk & Cookies Ages: 3+ | MSRP: $24.99 Available: Summer 2024 The set includes cookies, a cookie jar, a milk bottle, cups, and plates. Kids can pour the bottle to watch the milk flow and disappear.

The classic spinning activity toy returns for a new generation. Kids grip the center wheel and control the action with an easy-to-spin design that can go fast or slow. The active play pattern encourages balance, coordination, and motor skills.

It may even inspire a post playtime nap after little ones are all tuckered out.

LITTLE TIKES Little Tikes Story Dream Machine — Story Collections Ages: 3+ | MSRP: $14.99 (each) With the Little Tikes Story Dream Machine, kids can watch, listen, and read along to their favorite stories. New Story Collections include Big Bird & Friends, Kung Fu Panda Dragon Warrior, Cookie Monster & Friends, Trolls Special Day, and Axel the Truck.

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PRESCHOOL MOOSE TOYS Bluey — Heeler Celebration Home Ages: 3+ | MSRP: $39.99 | Available: July 2024 This updated, two-level playset comes with 11 accessories to furnish the rooms and stickers to customize the house with a festive pop of fun for Bluey’s birthday. The playset comes with a unique Bluey figure in a party hat and a new shower for the bathroom. The kitchen features a fridge and an oven for baking Bluey’s iconic Duck Cake that she and her guests can enjoy at the table and chairs. When the party’s over, the girls’ room upstairs has two beds.

FRANKLIN SPORTS

VTECH Gabby’s Dollhouse Pandy Paws’ Paw-Tastic Watch | Ages: 3+ MSRP: $14.99 | Available: Spring 2024 Kids can flip up the cover of this wrist watch to check out the time and choose from 10 clock faces. Kids can also play four games and collect popcorn shapes for snack time with Gabby and Kitty Fairy, make milkshakes with Cakey Cat, and more. Includes an alarm, timer, and cuckoo clock.

MLB MyFirst Baseball and NFL MyFirst Football | Ages: 3+ | MSRP: $9.99-19.99 Preschoolers can play indoors and outdoors with these plush sports balls licensed by the MLB and the NFl.

THE POKÉMON CO. Pokémon Primers Types: Box Set Collection Volume 2 | Ages: 3+ | MSRP: $39.99 This book series is designed for young kids to journey into the world of Pokémon and discover the unique qualities of various Pokémon types. Each book features more than 100 liftand-reveal flaps for an interactive experience. The set includes Pokémon Primers: Electric Types, Pokémon Primers: Fairy Types, Pokémon Primers: Ghost Types, and a sticker sheet.

SPIN MASTER PAW Patrol Jungle Pups Marshall’s Deluxe Elephant Vehicle Ages: 3+ | MSRP: $29.99 This elephant-themed Jungle Pups firetruck features a water projectile launcher with a unique Load ‘N Launch catapult system to play out exciting PAW Patrol-inspired missions. It comes with a Marshall action figure and three projectiles.

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PRESCHOOL RELATABLE The Eggcellent Hide & Seek Game Ages: 3+ | MSRP: $14.99 Players can hide the silly egg and let the egg hunt begin. Kids will look around the room for the silly egg, and when they find it, they can click the button to hear the secret song. It combines a dance party, a kids’ game, and a celebration all in one.

EDUCATIONAL INSIGHTS Design & Drill Shark Ages: 3+ | MSRP: $14.99 Available: Fall 2024

FISHER-PRICE Thomas & Friends Paint Delivery Set Ages: 3+ | MSRP: $24.99 Preschoolers can send their pal Thomas racing through Wayland Station to pick up and deliver paint with this motorized train and track set. They flip the switch on top of the engine to send Thomas racing along the track, but as he pulls the troublesome truck over the bridge, the paint cans will wobble and dump out of the truck bed.

Preschoolers can build and bolt their shark and roll into imaginative play with the roller wheels on its belly. It includes eight colorful bolts and a kid-friendly screwdriver.

SCHYLLING Flaming Dragon | Ages 3+ MSRP $25 | Available: Spring 2024 Kids can “fly” around the room with this 37-inch Flaming Dragon roleplay toy. It features a soft grip handle and fierce lights and sounds for imaginative play.

KANE MILLER Build-a-World: Magical Adventure | Ages: 3+ MSRP: $19.99 | Available: May 2024 Illustrated by Hannah Abbo, this create-your-own fairy tale set includes 10 stand-up scenes, 30 play characters, and a story-starter book with fun prompts to ignite kids’ imagination and storytelling.

HAND2MIND Letter Tracing Sensory pad Ages: 3+ | MSRP: $19.99 Available: June 2024 Kids can learn how to form uppercase and lowercase letters using this tracing pad, which is filled with thick movable gel that helps kids develop fine motor skills.

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BRIARPATCH

UPBOUNDERS

Criss-Cross Applesauce Game Ages: 3+ | MSRP: $14.99 Available: Fall 2024

Inspiring Careers Mommy’s Shadow Stacking and Nesting Building Cubes Ages: 2+ | MSRP: $19.99 Available: Spring 2024

Kids will sit down, hold the Talking Stick, and draw a card, then they act out one of 36 activities like tracing letters, roaring like a lion, or doing jumping jacks.

This game is part of a line from Briarpatch designed to get kids ready for school.

This set comes with 10 stacking blocks in descending sizes featuring a diverse group of women in various family and career roles. Each cube also features a conversational prompt to inspire the next generation.

THE LEGO GROUP Buildable People with Big Emotions Ages: 3+ | MSRP: $49.99 Encourage toddlers’ creativity and help them explore their emotions with this 71-piece LEGO Duplo Buildable People with Big Emotions set. Preschoolers build and rebuild the five characters to reflect the diverse world they see around them.

There are 10 expressive faces that help them share their feelings.

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PRESCHOOL SMART ZONE Mighty Man Action Figure Ages: 3+ | MSRP: $14.99 This 12-inch action figure features five points of articulation, comes with a removable hammer, and says three phrases from the Mighty Man series.

THE LEARNING JOURNEY Match It! Out in Space Ages: 3+ | MSRP: $12.99 Match It! Out In Space includes a set of real-photo matching puzzle cards that help to introduce kids to space themes. The puzzle cards feature 30 pairs of space-related words and their corresponding pictures. The pieces are also self-correcting — only cards with the correct answer will fit together.

CREATIVE KIDS Little Tikes Pop Up Peg Pals Ages: 2+ | MSRP: $12 Available: Summer 2024

TREND ENTERPRISES Good Nature Alphabet Cards Learning Set Ages: 3+ | MSRP: $14.99 The 32-piece set is a resource for letter recognition, alphabet order, and more. It includes 21 consonant cards, five long vowel cards, five short vowel cards, and one arrow card for highlighting a letter.

Constructed out of FSC-certified wood, this preschool toy prompts kids to identify animals and explore the concept of cause and effect as they press down each animal peg to see it pop up.

LEARNING RESOURCES Cool Down Cubes Sensory Fidget Set Ages: 4+ | MSRP: $12.99 Available: Spring 2024 These four calming sensory cubes each come with a different fidget action. Kids can squeeze the slow-rise foam, spin the spinner, solve the maze, and sift the falling beads. The cubes fit insidethe tray for cleanup and travel.

PETIT COLLAGE Petit Friends Puppet Theatre Set Ages: 4+ | MSRP: $15 | Available: Spring 2024 Kids can engage in imaginative storytelling with this easy-to-assemble set. It comes with puppets, a theater, and sticker sheets to create 10 animal friends and decorate the stage. It is made using FSC-certified paper and packaging.

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RUBIES

ZURU

Eric Carle Beautiful Butterfly Toddler Costume Kit MSRP: $15.99-20.99 Available: Halloween 2024

Smashers Junior Dino Dig Large Egg | Ages: 3+ MSRP: $19.99

The Eric Carle Beautiful Butterfly Toddler Costume Kit is perfect for any occasion — a party, dress-up, or a day of imaginative play. Inspired by Eric Carle’s beloved characters, this kit features vibrant wings and a charming hat.

There are 18 surprises in this dino egg, including six molds to create shapes with one the included kilogram of dino dough.

Kids will discover dinosaur pieces and connect them to create a new Dino pal.

GLO Glo Pals Sensory Jar Ages: 3+ | MSRP: $20 The Glo Pals Sensory Jar is simple to use: just add water to activate the jar and then kids tap it to change colors. The soft handles make it easy to play on the go. The jar is available in six colors (sold separately).

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Source: Relatable x Jazwares

PLUSH RELATABLE

GUND

Squishmallows Heating Pads — Archie and Wendy Ages: 0+ | MSRP: $27.99

Snuffles Lovely Lavender Ages: 1+ | MSRP $25 Available: Spring 2024

Archie and Wendy from the Squishmallows Squad are now available as heating pads that function as cozy buddies for kids, tweens, teens, and grown-ups.

Parents or another adult can pull out the lavenderscented heating pouch and microwave it for 1 minute, then re-insert the pouch back into the heating pad and apply to any aches and pains or hug it for soothing warmth.

A classic plush for more than 40 years, Snuffles is back with a brand-new pop of purple color: Lovely Lavender.

Snuffles features ultra-plush fabric and a curved crescent pose that’s perfect for snuggling.

JAZWARES Hello Kitty and Friends Hello Kitty Pink Monochrome Plush Ages: 6+ | MSRP: $19.99 Hello Kitty celebrates her 50th birthday looking pretty in pink with this monochrome plush toy.

Hello Kitty is 12 inches tall and features lace and glitter details from her iconic dress to her signature bow.

PMI KIDS’ WORLD Stumble Guys Plush Buddies Ages: 8+ | MSRP: $9.99 Available: Spring 2024 Kids can snuggle up and play Stumble Guys in the real world with this collection of 8-inch plush characters from PMI Kids’ World.

The range includes Mr. Stumble (pictured), Meowmer, Cereal Killer, and Inferno Dragon, each sold separately.

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HAPPY LINE TOYS

TOMY

Dream Beams Dreamscovery No. 6 Ages: 18MOS+ | MSRP: $5.99 Available: Fall 2024

Club Mocchi- Mocchi- Suya Suya Sleeping Friend Spy X Family Yor Forger | Ages: 8+ MSRP: $16.99 | Available: Fall 2024

Dream Beams promote good sleep and stress relief. These multi-sensory plush toys are cuddly, squishy, and glow-in-the-dark. There are 10 new characters being released this fall.

BLEACHER CREATURES

Yor Forger from the Spy X Family anime and manga series becomes a huggable plush from the Club Mocchi- MocchiSuya Suya line.

This high-quality collectible plush pillow has a unique squishy texture and is on trend with its sleeping appearance.

Lunar New Year: Year of the Wood Dragon 8-inch Dragon Kuricha Plush | Ages: 5+ MSRP:$19.99 In the Chinese Zodiac, there are five elements — Wood, Fire, Earth, Metal, and Water — each associated with one of the 12 animal Zodiac signs. This plush Dragon celebrates the promise of a year packed with growth, luck, and prosperity.

MGA ENTERTAINMENT JUST PLAY Furreal Walk-a-Lots Bernedoodle & Furreal Poop-a-Lots Corgi Ages: 4+ | MSRP: $19.99 each Each interactive pup is 8 inches tall, moves just like a real dog, and comes with a leash. The Bernedoodle is ready for a stroll and barks, howls, and makes other cute noises.

Kids can feed the corgi, and then clean up after it with the included scoop.

Fluffie Stuffiez Small Plush, Series 2 Ages: 4+ | MSRP: $14.99 Kids pull the outer layer of fluff to reveal a plush character, then they can stuff the fluff into the pouch to create a second plush friend.

Series 2 features all-new characters for kids to collect, including Cake/Pizza, Bunny, Boba Drink, and Ice Pops.

AGC TOYS Nova: Goddess of the Universe Plush | Ages: 3+ MSRP: $24.99 | Available: Spring 2024 Some cuddles are more magical than others!

As the first of the Afro Goddess Warrior Plush collection, Nova is a cuddly, 14-inch reminder that resilience in the face of adversity is often all the “magic” needed to achieve our goals.

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PLUSH EOLO

CUDDLE BARN

Biggies Collection Ages: 3+ MSRP: $17.99-24.99

PlushGoals Planet Fairy Forest Collection | Ages: 0+ | MSRP: $24.99

Kids can watch their lovable plush friend grow before their eyes.

This unique unboxing experience features an inflatable toy that grows as kids stomp on the pump. The Biggies collection includes Biggies and Little Biggies in farm-, food-, and fantasy-themed plush styles.

Each character in this collectible plush series has its own personality and design inspired by cottagecore elements.

Characters include Bloo the Blueberry Bear, Dearie the Strawberry Deer, Sweetie the Grassy Skunk, Posie the Lavender Possum, Cheerie the Tomato Bunny, and Sage the Succulent Snail (pictured).

SQUISHABLE Alter Ego Penguin Assortment Ages: 0+ | MSRP: $18 Did you know penguins only have one partner their entire lives? Well, kids and collectors could have five penguins: Chilly, Kiddie, Skeleton, Strawberry, and Video Game. Specialty retailers can order a 15-piece assortment that includes a display.

MOOSE TOYS Cookeez Makery Pancake Treatz Ages: 5+ | MSRP: $19.99 | Available: July 2024 Kids can mix, whisk, and flip their way to creating a new pancake plush friend by combining the included “ingredients” with water and forming pretend pancake batter. Then, they can add the batter to the pan and when it makes a sizzling sound, they flip the pancake, and with the press of a button and flick of the wrist, reveal a sweet-scented, interactive plush. There are three plush to collect including Cocoa Pup, Blue Beary, and Strawberry Pankitty. Each pancake plush has its own colorful print and ears, paws, and tail features, and each makes loving sounds when kids cuddle and snuggle them. Pancake Treatz was designed to sit atop of and be played with the Cookeez Makery oven for a complete kitchen set.

JADA TOYS Donkey Hodie 8-inch Sound Plush Twin Pack | Ages: 3+ | MSRP: $19.99 Available: Spring 2024 Kids can make new friends with a pack featuring two characters from PBS Kids’ Donkey Hodie. The soft plush toys are officially licensed

by Fred Rogers Productions and have multiple phrases kids can hear by squeezing the belly.

The twin packs feature Purple Panda & Duck Duck and Bob Dog & Donkey Hodie (pictured), each sold separately.

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PLUSH ZURU

GOLIATH

Snackles Super Sized 14-Inch Plush Wave 2 | Ages: 3+ MSRP: $19.99 Available: Spring 2024

Baby Garfield Feature Plush — Eat, Sleep, Repeat | Ages: 3+ MSRP: $24.99 | Available: April 2024

There are 14 Super Sized Snackles to collect. Will kids find the Haribo Goldbear or the Subway Husky? Each is made with cuddly fabric and comes with an origin story comic.

Meet Baby Garfield, the interactive plush that eats, sleeps, and repeats. This cuddly version of the notorious pasta lover enjoys munching on his favorite dish: lasagna. Pull his sleep mask down to hear the cutest little food coma snore. Created in collaboration with Paramount.

YUME Spy x Family DZNR | Ages 3+ MSRP: $14.99 | Available: June 2024 Kids and collectors can delve into the clandestine world of espionage with these limited-edition plushes that capture the essence of the characters from the hit manga series.

SNOWY THE MOUSE Snowy’s Magical Christmas Eve Holiday Book & Plush Gift Set Ages: 3+ | MSRP: $32.99 | Available: Fall 2024 Each set includes a hardcover book boasting bright pictures and rhyming text, an 8-inch Snowy the Mouse plush, a collectible holiday sticker, and a piece of official North Pole paper for kids to write a letter to Santa Claus.

WILD REPUBLIC Earthkins | Ages: 0+ MSRP: $31.99 This collection of 15-inch fun and floppy plush animals are earth-friendly.

After these durable plush toys are passed down through the family then disposed of, they will begin to biodegrade with the process starting within a year of disposal.

Plus, they’re bead-free.

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RANDIMALS Randimals Plush | Ages: 5+ | MSRP: $37.95 The latest combinations of two animals in plush form include the Girtle (Giraffe and Turtle), OctoPuss (Octopus and Cat), and Framel (Frog and Camel).

BABABOO & FRIENDS Best Friend Plush | Ages: 0+ | MSRP: $27.99 The Best Friend plush line includes all five key characters including Bababoo, Lolo (pictured), Pippa, Wilma, and Yuki. These soft, high-quality plush feature unique textures and fabrics for a tactile experience.

ISCREAM Interactive Food Plush | Ages: 8+ MSRP: $35-44 | Available: Spring 2024 These licensed, foodie-inspired plush toys open up to reveal miniature plush inside. This collection features plush versions of Lunchables (pictured), Dum Dums, Smarties, and Kraft Mac and Cheese.

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1984

1985

1986

1987

1988

TRANSFORMERS HASBRO

TEDDY RUXPIN WORLDS OF WONDER

SHE-RA: PRINCESS OF POWER MATTEL

KOOSH ODDZON

MICRO MACHINES GALOOB

1999

1998

1997

1996

POKÉMON CARDS THE POKÉMON CO.

FURBY TIGER ELECTRONICS

TAMAGOTCHI BANDAI

TICKLE ME ELMO TYCO

2000

2001

2002

2003

RAZOR “A” KICK SCOOTER RAZOR

BRATZ MGA ENTERTAINMENT

BEYBLADE HASBRO

HULK HANDS TOY BIZ

2017

2016

2015

2014

2013

FINGERLINGS WOWWEE

HATCHIMALS SPIN MASTER

SHOPKINS MOOSE TOYS

FROZEN DISNEY

DOC MCSTUFFINS TIME FOR YOUR CHECK-UP DOLL JUST PLAY

2018

2019

2020

L.O.L. SURPRISE! MGA ENTERTAINMENT

BABY SHARK PINKFONG

STAR WARS: THE MANDALORIAN LUCASFILM

Image Sources: Toy Book Archives, The Strong National Museum of Play

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1989

1990

1991

GAME BOY NINTENDO

TEENAGE MUTANT NINJA TURTLES PLAYMATES TOYS

SUPER NINTENDO ENTERTAINMENT SYSTEM NINTENDO

1995

1994

1993

1992

BEANIE BABIES TY

MIGHTY MORPHIN POWER RANGERS BANDAI

TALKBOY TIGER ELECTRONICS

BATMAN RETURNS COLLECTION KENNER

2004

2005

2006

2007

ROBOSAPIEN WOWWEE

XBOX 360 MICROSOFT

GUITAR HERO ACTIVISION

HANNAH MONTANA DISNEY CHANNEL

2012

2011

2010

2009

2008

LEAPPAD EXPLORER LEAPFROG

SKYLANDERS ACTIVISION

MONSTER HIGH MATTEL

ZHUZHU PETS CEPIA

DISNEY•PIXAR WALL-E THINKWAY TOYS

2021

2022

2023

MAGIC MIXIES MAGIC CAULDRON MOOSE TOYS

SQUISHMALLOWS JAZWARES

BARBIE: THE MOVIE MATTEL FILMS/ WARNER BROS.

2024

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Source: Mattel

VEHICLES & R/C MATTEL

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1) Hot Wheels Monster Trucks Arena Smashers Rhinomite Chargin’ Challenge Playset | Ages: 4+ | MSRP: $24.99 Kids can drive the included 1:64 scale Rhinomite monster truck through a series of obstacles to secure victory and reveal a trophy. It features a dangling tire to avoid and includes sensory feedback details so kids can feel the destruction in the palms of their hands.

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2) Hot Wheels Pizza Slam Cobra Attack | Ages: 3+ | MSRP: $29.99 Inspired by the Netflix series Hot Wheels Let’s Race!, kids can take on a hungry cobra to save Hot Wheels City. It comes with one vehicle and features three possible outcomes when kids drive it into the cobra’s tail.

HST-RC Mystery BallerZ RC Ages: 6+ | MSRP: $19.99

VTECH Go! Go! Smart Wheels Cruisin’ Convertible and Cheerful Cement Truck | Ages: 18 MOS+ MSRP: $7.99 | Available: Spring 2024 Little ones can listen to music, sounds, and phrases as they play with the latest Go! Go! Smart Wheels vehicles.

They can keep the excitement going by pairing them with other Smart Wheels to explore the SmartPoints in each Go! Go! Smart Wheels track set (sold separately).

Kids can collect 36 different styles of miniature, mystery-packed R/C vehicles that come in a surprise ball. Retailers can make a statement with innovative displays, including vending machines (pictured left) and gravity-feed PDQs accompanied by LCD screens that demo the product.

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SMART ZONE 1) Mighty Treadz | Ages: 5+ MSRP: $19.99 | Available: June 2024

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Kids can hit the road and “go anywhere” with this vehicle. Mighty Treadz features two modes: Flat Mode for level surfaces and Off-Road mode for rough terrain.

2) Mighty Man Cartoon Character Trucks Ages: 4+ | MSRP: $14.99 Little ones can play with the trucks featured in the Mighty Man series with this line of toys, which includes a crane (pictured), dump truck, cement mixer, and front loader. Each truck says three phrases and has light-up wheels.

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MCFARLANE TOYS The Bug (Blue Beetle’s Aerial Mobile Headquarters) Vehicle Ages: 12+ | MSRP: $29.99 Available: Spring 2024

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THE LEGO GROUP 1) Kawasaki Ninja H2R Motorcycle Ages: 10+ | MSRP: $84.99 This detailed 1:8-scale model features steering, suspension, a 2-speed gearbox, a 4-piston articulated engine, and turbocharger. Young gearheads can build the features of a cutting-edge motorcycle, then use the kickstand to display their 643-piece model with pride.

The retro-inspired Super Powers line expands with The Bug — a beetle-shaped vehicle that seats two figures, has a retractable sky wire, and opening wings.

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2) Mack LR Electric Garbage Truck Ages: 8+ | MSRP: $32.99

TOMY 1:32 John Deere Lawn Care Set Ages: 3+ | MSRP: $29.99 | Available: Fall 2024 This vehicle set includes a pickup truck with a tool box in its bed, a flatbed trailer, a die-cast John Deere riding lawn mower, a push mower, six tools, two standing figures, and one sitting figure that fits both inside the pickup truck and on the riding lawn mower.

Kids can put this 503-piece model version of the Mack truck to the test by opening the doors to access the operator’s cab, steering it into position, and using the side loader to grab, lift, and tip garbage cans.

THAMES & KOSMOS RoboRails: The Robot Monorail System Ages: 12+ | MSRP: $49.95 | Available: Spring 2024 This robot balances on a single wheel and glides along a monorail track. Kids can build one of 26 configurations or come up with their own and combine track segments featuring different connectors for a unique monorail layout.

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VEHICLES & R/C MAGFORMERS City Go Set | Ages: 3+ MSRP: $45.99 | Available Spring 2024 This 25-piece set includes magnetic shapes, three wheels, and train seats that kids can use to build various vehicle models including trains, cars, planes, and more.

JAZWARES DevSeries Brookhaven Tank Ages: 6+ | MSRP: $19.99 This tank features working treads and a rotating turret cannon. The tank comes with a 2.75-inch figure of a camo soldier and an exclusive virtual item that unlocks a Tank Hat that kids can use to outfit their avatar in the Brookhaven game.

LIONEL TRAINS Lionel’s The Polar Express 20th Anniversary LionChief Set Ages: 14+ | MSRP: $529.99 | Available: Fall 2024 This train set is a celebratory take on a holiday classic: The Polar Express. Pulled by a rugged steam Berkshire locomotive, the illuminated tender features The Polar Express 20th Anniversary logo along the side and the passenger cars feature a shimmer finish on the classic burgundy stripe.

MOOSE TOYS Heroes of Goo Jit Zu Goo Mobiles Ages: 4+ | MSRP: $7.99-14.99 Available: July 2024 Goo Mobiles are vehicle-inspired and pumped with squishy filling that kids can stretch up to three times their size, smash, and twist. They come in single packs and Versus Smash Packs.

JADA TOYS True Spec 1:24 Dodge Charger Ages: 8+ | MSRP: $60 This 1:24-scale model features the Dodge Charger vehicle from the Fast and Furious franchise. The car features accurate proportions, high-quality details, and a die-cast chassis perfect for collectors, movie fans, and car enthusiasts.

SPIN MASTER

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1) Monster Jam 1:64 Grave Digger R/C | Ages: 4+ | MSRP $24.99 | Available: Spring 2024 This full-function 1:64-scale Grave Digger truck comes with a ramp that kids can use to re-create the epic stunts from the live Monster Jam shows including donuts and back flips. A Turbo Boost button offers extra speed.

2) Megalodon’s Loop of Doom | Ages 3+ | MSRP: $19.99 | Available: Spring 2024 Kids can launch an exclusive 1:64-scale die-cast Megalodon into action to complete the Loop of Doom challenge. The loop is adjustable to increase difficulty and the truck can be stored in the crow’s nest.

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Source: Hasbro

OUTDOOR & ACTIVE HASBRO

STOMP ROCKET

NERF Better Than Balloons 36 Pods | Ages: 3+ | MSRP: $4.99

NASA Collection Ages: 5+ | MSRP: $24.99

Families can play with these colorful, self-sealing water pods in multiple ways. They can pop, stomp, throw, and splash them. When they burst they stay in one piece so that clean-up is a quick and easy task when play time is over.

Kids can learn about force, momentum, launch angles, and more with this air-powered set. Includes one Space Shuttle Atlantis, one Space Launch System (SLS), one Saturn V Rocket, and an adjustable launch stand.

SPIN MASTER SwimWays Aqua Shield Blasters Ages: 4+ | MSRP: $12.99 Available: Spring 2024 These water blasters shoot water from up to 12 feet away for long-range fun. Simply pull the handle back when submerged in water to draw water in and then push the handle to fire away. Available styles include PAW Patrol, Disney’s Ariel (pictured), and Marvel’s Spidey & His Amazing Friends.

TOMY John Deere Sandbox 3 Piece Farm and Construction Sets Ages: 18MOS+ | MSRP: $13.99 | Available: Spring 2024 This John Deere Sandbox Set is perfect for sand, snow, or to tote all of kids’ favorite goodies around. The Construction Set (pictured) includes a shovel and John Deere construction yellow dump truck with working dump bed. The Farm Set includes a shovel and John Deere green tractor with loader.

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OUTDOOR & ACTIVE U.S. TOY CO.

BIGMOUTH

Lanard Air-Powered Rocket Ages: 6+ | MSRP: $19.99

Minions Pool Collection Ages: 8+ | MSRP: $24.99-49.99 Available: Summer 2024

This air-powered rocket set features an adjustable launch pad that kids can stomp on to launch and blast their rockets up to 90 feet. It comes with three soft, foam rockets.

DROYD

Kids can enjoy their day at the pool with a collection of inflatable pool floats inspired by the whimsical movie characters from the Minions franchise. The inflatables feature the Minions’ signature goggles, a bright yellow complexion, and a colorful pair of swim trunks.

Droyd Venym | Ages: 4+ | MSRP: $199 The Droyd Venym is an electric scooter board featuring a 24v lithium-ion battery, dual brushed DC motors, light-up wheels, and an LED battery indicator. Kids can use the blue and neon green decals to decorate their board and enjoy max speeds of 3 mph for 45 minutes of ride time.

HAPE Trelines Outdoor Classic Slackline — 50 Feet | Ages: 5+ | MSRP: $79.99 Available: Spring 2024 The whole family can compete with each other to see who has the best balance with this backyard slackline. The set includes a 50-foot slackline with a metal ratchet, a rubber grip handle, and a storage bag. Kids can challenge themselves physically as they master their balance.

WOWWEE NERF Super Soaker Hose Blasters Ages: 6+ | MSRP: $9.99-19.99 Available: Spring 2024 Kids can blast water more than 20 feet across their yard using these garden hose-powered water blasters.

FUNORMOUS Baby Shark Inflatable Water Slide With Pool | Ages: 3+ | MSRP: $399 Available: Spring 2024 This officially-licensed residential backyard bouncy castle features fanfavorite Baby Shark characters. It includes a tunnel, a basketball hoop, a climber, a slide, a water misting system, and a large pool area with a water cannon.

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OUTDOOR & ACTIVE IMC TOYS

LITTLE TIKES

Jet Disc | Ages: 6+ MSRP: $7.99-9.99 Available: Spring 2024

Turtle Sandbox Ages: 1+ | MSRP: $59.99

Jet Disc combines the classic play patterns of flying discs and airplane gliders. With its unique design, kids can throw it like a disc and the aerodynamic plane tail causes smooth gliding motions, making it easy for kids to both throw and catch it. Jet Disc comes in two sizes: Jet Disc Zoom, which is 5.9 inches wide, and the larger, 9-inch-wide Jet Disc Hunter.

There are seats for four kids in this updated version of the classic Turtle Sandbox. It has a removable lid to protect the sand while not in use.

SUNNY DAYS ENTERTAINMENT John Deere Bubble Mower & Gas Can Bubble Solution Combo Ages: 3+ | MSRP: $29.99 The green-and-yellow mower produces bubbles and gear sounds when kids push it along. The bubble solution gas can is included; no batteries are required.

GOLIATH Aqua Pals Spider-Man Ages: 2+ | MSRP: $24.99 | Available: Spring 2024 Aqua Pals Spider-Man is a water-friendly plush inspired by the beloved Marvel superhero. Designed for indoor and outdoor play, Aqua Pals Spider-Man can resist fading with AquaDry technology allowing for seamless wet and dry play. The specially designed breathable mesh skin is machine washable.

WISHBONE PRODUCTS Crazy Yoobbles Bubbles 8.5 Ounce Bottle Ages: 5+ | MSRP: $7.99 Available: Spring/ Summer 2024 One blow creates longlasting, super tough bubbles that fill the air and the ground when they land. These bubbles wobble on grass blades, defy the wind’s attempt to pop them, and skip and surf on water. They are eco-friendly and non-toxic.

THIN AIR BRANDS Bug Vacuum | Ages: 3+ | MSRP: $24.99 The Bug Vacuum toy is updated with a new design for 2024 that features LED lights and high-powered suction, allowing young explorers to safely capture and study insects. Its extendable tube ensures no bug is out of reach, providing an engaging and educational experience for curious minds fascinated by the natural world.

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OUTDOOR & ACTIVE EASTPOINT SPORTS Giant Sized Connect 4 Ages: 6+ | MSRP: $199.99 The jumbo-version of the classic Connect 4 game is perfect for outdoor play. Players will use skill and strategy to outwit their opponents and be the first to connect four pieces in a row.

The activity includes a giant all-weather frame and 42 game pieces.

KLUTZ

EDUCATIONAL INSIGHTS GeoSafari Jr. Rocknoculars Ages: 4+ | MSRP: $16.99 Available: Spring 2024 Kids can collect and store rocks in the Rocknoculars’ storage compartment, then extend the eyepiece to look at them under the magnifier. It features a handle for onthe-go adventures, storage with a locking latch, and the extendable eyepiece with 3x magnification. The set also comes with an activity guide and bonus activities.

Jumpsies Ages: 5+ | MSRP: $12.99 Available: Spring 2024 This classic playground activity combines the joy of hopscotch, jump rope, and string games all in one. The set comes with a safety-tested stretchy rope and a complete instructional book on games to play.

FRANKLIN SPORTS

THAMES & KOSMOS

NERF Vortex Aero Howler Ages: 6+ | MSRP: $16.99

Mega Cyborg Hydro Blaster Ages: 10+ | MSRP: $44.95 Available: Spring 2024

Aim for distance with the NERF Vortex Aero Howler, the original long distance football. This foam ball has a flight-optimizing tail to make it fly far. When kids throw it, they’ll hear a howling whistle sound.

BUFFALO GAMES

With this kit, kids can build a wearable water blaster and claw that is powered by hydraulics with no motors or electricity. When kids press the trigger, the blaster shoots a stream of water. The set can turn into five different shapes: Gripper Claw, Shield, Sword, Crossbow, and Boomerang.

Bubble Besties Ages: 3+ | MSRP: $5.99 Available: Spring 2024 Designed for outdoor or indoor playtime, Bubble Besties come in two characters that kids can squeeze to make bubbles.

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The opening ceremony at the 50th Hong Kong Toys & Games Fair Source: HKTDC

TOY BOOK INTERNATIONAL

THE HONG KONG SHOW AT 50 Trade Show Season Begins Amid New Challenges for the Industry

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

A

fter a two-year hiatus and a downsized show in 2023, the Hong Kong Toys & Games Fair was back in nearly full force in January.

Enthusiasm was high as an overflow crowd filled the Grand Foyer of the Hong Kong Exhibition and Convention Centre for the opening day of the 50th-anniversary edition of the show. Under the banner “Innovative Play: A Legend Across Time,” the fair (and the concurrent Baby and Stationery fairs) opened on a high note that celebrated the role that Hong Kong and its trade shows play in the global toy industry and an evolution of the fair to reflect changing business practices.

First, some history: In the past half century, the show has grown both in size and importance. In his opening remarks, John Tong, Chairman of the Hong Kong Trade Development Council (HKTDC) Toys Advisory Committee, noted that more than 50 years ago, Hong Kong had become the number one Asian export market, so putting on a show seems a natural idea. In 1974, there were 71 exhibitors. People who have visited the fair over its history will keenly remember its ongoing expansion, and that when the extended convention center opened in 1997, the space quickly filled up. There were no more exhibitors tucked under escalators, for one. In 2024, more than 2,600 exhibi-

tors from 35 countries and regions joined the combined fairs.

“Starting as plastic toy manufacturers in the past, the Hong Kong toy industry has moved toward brand-name development and transitioned into developing STEM educational toys, smart toys, digital games, and green toys,” explained Sophia Chong, Deputy Executive Director of the HKTDC at the start of the show. “Now, Hong Kong’s top-notch toy industry still plays a key role in the global market, while the Toys & Games Fair becomes a must-attend event for international members of the global toy community.”

“The 2024 show is one of the best we’ve had in years.”

- Gösta Kjellme Founder, Viking Toys

In what has been a challenging market for trade shows post-pandemic, Hong Kong has bucked the trend with robust growth in all industries. Amid the challenging global economic environment, I am pleased to note that Asia provides a

bright spot for the toy industry.

According to Paul Chan, HKSAR Government Financial Secretary, “Research shows that toy market revenue for Asia is expected to grow at an average annual rate of 3.5% until 2028, surpassing the global average of 2.6%.” This comes following growth across the ASEAN (Association of Southeast Asian Nations) as a key export market for toys from Hong Kong.

BUSINESS — ALMOST — AS USUAL According to the HKTDC, approximately 42,000 buyers from around the world attended this year’s combined trade fairs. The return of so many international buyers reinforced the strength of the event. Moreover, business was being written and exhibitors who said they had only had a handful of appointments last year were at times swamped over the four days of the show.

Though there was a notable lack of U.S. representation, according to exhibitors, there were more buyers from Israel, Dubai, and Europe than had been expected, and the result was growing optimism for the year ahead.

Gösta Kjellme, founder of Sweden-based Viking Toys called the show “one of the best we’ve had in years” and said that the show was an ideal platform to introduce the Re:Line brand of toys

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created from recycled materials.

Exhibitors were also enthusiastic about the HKTDC’s online platform and Click2Match program that facilitated meetings and interactions with customers.

Buyers found it an efficient way to find products and save on shoe wear walking the once-again crowded aisles.

CHALLENGES AHEAD Of course, it wouldn’t be the toy industry if there weren’t challenges, and people were talking.

Shipping costs are up again. They are certainly not back to pandemic-era levels, but according to several manufacturers, the need to avoid shipping channels in the Red Sea under threat from attacks by Houthi forces in Yemen and the effects of the Israel-Hamas War have increased insurance and container costs. Moreover, finding new shipping routes around these conflicts is lengthening the time for ocean freight crossings.

The shift of manufacturing from China was also a hot topic. While nearly 80% of toys destined for the U.S. still come from China, there is growing attention on India as a source. However, reshoring isn’t necessarily easy. The Guangdong province of China has six decades or more of building infrastructure and efficiencies not found elsewhere. In addition, the capacity of many factories is full. Finally, one representative who asked not to be identified, said that complexities of regulations in India also create challenges and costs for manufacturers.

Retail prices, too, continue to be an issue going into 2024, and not just in the U.S. Johnny Sze, Director and Vice General Manager of Eastcolight says that his company has adjusted its pricing to get retail placement, and the challenge becomes making up lost margin through increased volume.

Sustainability was once again top of mind and the subject of two presentations during the show’s excellent, multi-day education program. Sze adds that he’s made sustainability a key focus of product development at Eastcolight.

The company has revamped its packaging to reflect the growing importance of ESG concerns. Sze, like many others, adds that while there are no specific regulations yet, it may just be a matter of time. The EU directive that all packaging should be recyclable or reusable in “an economically feasible way” (whatever that means) by 2030 has companies paying attention and beginning to address these issues. Plus, they say that consumers are demanding it.

And a word on artificial intelligence (AI): There were a handful of companies showing toys that purported to be AI-driven. The kindest thing one can say is: they’re not there yet. However, like many new technologies, it’s informative to see how companies envision the potential for them, even if the application has quite a way to go.

ENDING ON A HIGH NOTE According to Chong and others, the Hong Kong Toys & Games Fair is now

positioned to be the gateway to Asia — a powerful place to be.

Anyone who’s been around a few years also knows there is nothing like the excitement of a trade show. To see the range of products, new concepts, and exceptional executions under one roof continues to be enlightening and, one hopes, inspiring. Basic Fun! CEO Jay Foreman was walking the floor and noted that he was truly surprised that more Americans didn’t make the trip.

It’s also remarkable to see the growth of ODM and OEM companies at the show, and the growing sophistication of design coming from Mainland Chinese companies makes them ever more ready to play on the world stage and as a resource for toymakers everywhere.

Finally, one of the best parts of any trade show is real-time human interaction, and this year saw the return of networking events such as Horse Racing Night at Happy Valley Racecourse. It’s a tradition many were glad to see return.

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

Flashback: The 1977 Hong Kong Toys & Games Fair Source: HKTDC

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Source: Hey Buddy Hey Pal

ARTS, CRAFTS, & ACTIVITIES SPIN MASTER

BUFFALO GAMES

1) Cool Maker PopStyle Glitter and Gem Expansion Pack | Ages: 8+ | MSRP: $9.99 Available: Spring 2024

Sensory Sampler Ages: 3+ | MSRP: $10.99 Available: Spring 2024

Kids can grow their jewelry-making collection with this glitter and gem expansion pack. The pack features 50 beads in various styles, including diamond, silver, and glitter gems. Kids can use their PopStyle Bracelet Maker to change out their beads whenever they want.

Buffalo Games combined its Whoa Dough, Grand Sand, and Dream Sand into one sensory play-packed assortment. The set includes eight colors, and each compound offers a different sensory experience.

2) Kinetic Sand Soft Serve Station Ages: 3+ | MSRP: $14.99 Kids can scoop, squeeze, decorate, and serve sandy, pretend treats with the soft serve station. The playset features three colorful sands, a dispenser, two cones, and serving tools. Kids can make and add extra toppings, then squish the sand to create tasty treats all over again.

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HEY BUDDY HEY PAL Peeps EggMazing Egg Decorator Ages: 3+ | MSRP: $24.99 This bunny-shaped decorator holds and spins hardboiled eggs. Kids can decorate and create custom Easter eggs with multicolored stripes, lines, and other designs.

The set is available in Peeps Bunny Pink and Bunny Yellow. Each decorator comes with six non-toxic markers for kids to use.

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BLUE MARBLE

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1) National Geographic Dig Kits Ages: 8+ | MSRP: $ 11.99-19.99 | Available: Spring 2024 With the Shark Dig Kit, kids will use the included dig tool to excavate two shark figurines — a great white and a hammerhead — from the dig brick. With the Tyrannosaurus Rex Dig Kit (pictured), they can dig up replica T. rex bones that they can snap together to create their 3D model. Each kit comes with an included learning guide that contains facts about sharks or the T. rex for kids to learn along the way.

2) National Geographic Paint Your Own Dino Race Cars Ages: 3+ | MSRP: $11.99 | Available: Spring 2024 Kids can paint three dino race cars and race them with this kit. It comes with T. rex-, Stegosaurus-, and Triceratops-inspired race cars that kids can customize with the six included paints. Then, once the paint has dried, kids can pull back their cars and release them to race them. The instructions and learning guide have painting and color-mixing tips so kids can really explore their creativity, as well as dinosaur facts.

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CREATIVE KIDS

LEARNING RESOURCES

Nickelodeon Slime Specialty Jars Ages: 6+ | MSRP: $5 each Available: Spring 2024

STEM Explorers Suncatchers Ages: 5+ | MSRP: $19.99 Available: Fall 2024

The Nickelodeon Slime of the ’90s gets a revival in these six specialty slime jars, each with a unique scent, texture, and mix-in.

Variations include Lavender Boba Tea, Mint Chocolate Chip, Cake Batter Butter, Rainbow Ice, Marshmallow Dreams, and Pink Lemonade.

Kids can design window-ready art pieces as they solve STEM challenges and snap translucent pixels into place. This set includes a guide with more than 30 coding and math challenges that build STEM skills, along with 400 color cubes and three reusable frames.

PURPLE LADYBUG Prismic LED 3D Puzzle Ages: 12+ | MSRP: $19.99 This DIY lantern comes with step-by-step instructions and USB-powered LED lights. Kids can work on fine motor skills while creating their lanterns with translucent-ombre shimmer pieces and enclosed pegs. These sets are available in Dog, Bear, and Unicorn (pictured) styles.

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PLAY VISIONS FidlBitz Bucket of Bitz Ages: 3+ | MSRP: $19.99 Available: Spring 2024

THAMES & KOSMOS 1) Gecko Run | Ages: 8+ | MSRP: $14.95-34.95 Gecko Run is a line of marble run activity kits that challenge kids to build the perfect tracks. The tracks are attached using nano pads, which act like suction cups and prevent adhesive damage.

2) Spy Labs: 9-in-1 Spy Watch Ages: 8+ | MSRP: $19.95 | Available: Fall 2024 The latest addition to the Spy Labs collection takes action on the go. This watch shows the time and date and includes an alarm clock, a stop watch, and a time zone feature along with a built-in magnifying glass and other important accessories for secret agents.

U.S. TOY CO. Coloring Cuties Paintable Play Pals Ages: 3+ | MSRP: $4.99 Kids can paint and design their own new play pals with the four included markers. The play pal can be washed and colored again.

FidlBitz cubes stick together as kids build, but are not sticky. Each foam cube sticks to the others so kids can stack, link, shape, or build in 2D and 3D. They can also squish them together for sensory play and hear the crackling noise it makes. The Bucket of Bitz comes with five assorted colors of the new larger size FidlBitz.

MAKE IT REAL Shrink Magic Candy Shop Bracelet Kit Ages: 8+ | MSRP: $24.99 Available: Spring 2024 Kids can select, slide, and shrink the wrappers to create sweet and colorful accessories. Select a bead strand, choose candy design wrappers, align on the beads, and apply heat to create 20 bracelets.

ZURU

MELISSA & DOUG

Mini Brands Create MasterChef Capsule Ages: 6+ | MSRP: $9.99 Available: Spring 2024

Sticker WOW! Ages: 3+ | MSRP: $16.99

Kids can create and collect 11 MasterChef mini dishes, including Ramen, chocolate cake, and a scented apple pie. Each capsule comes with a recipe so that kids can re-create the dish in full size.

Made for on-the-go play, these activity pads feature 24 pages of educational activities. Each set is bundled with a Sticker Stamper and 300 extra stickers. Parents can remove the stickers easily, making it a mess-free experience.

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ARTS, CRAFTS, & ACTIVITIES EDUCATIONAL INSIGHTS Tufting Craft Kit | Ages: 5+ MSRP: $14.99 | Available: Fall 2024 This set turns the viral tufting trend into a kid-friendly craft to help develop fine motor skills, creativity, and imagination. It includes a kid-friendly tufting tool, nature-themed design cards, display stands, and 800 pieces of tufting fabric in six colors.

TOMY Jixelz Pet Power Trio Set Ages: 6+ | MSRP: $25.99 | Available: Fall 2024 This 1,750-piece set includes three possible builds: a Frenchie, bulldog, or cat. Jixelz is a no-mess activity kit that kids can use to be creative without adult assistance.

This intuitive, one-piece puzzle system is simple for kids to learn and develops fine motor, visual perception, and problem-solving skills.

HAPPY LINE TOYS Rainbow Shaker | Ages: 3+ MSRP: $14.99 | Available: Fall 2024 With the Rainbow Shaker, kids can color their own tie-dye plush. The bubble shaker ensures that the plush and colors stay securely contained while kids shake and create. The standard pack includes the shaker with four assortments, and refill packs are also available.

MGA ENTERTAINMENT MGA’s Miniverse Make It Mini Appliances | Ages: 8+ MSRP: $12.99 Tweens can collect their favorite appliances in mini form.

This collection includes eight unique styles of appliances, including espresso machines (pictured), soda machines, juice dispensers, and milk tea dispensers.

Each appliance dispenses resin to help tweens create and display their Make It Mini Foods.

BOOGIE BOARD New Sketch Pals — Fidgety Friends Collection Ages: 4+ | MSRP: $21.99 | Available: June 2024 The Fidgety Friends Collection features two new, sensory-inspired, clippable, LCD doodle boards: Spike and Squiggle. Like with other on-the-go Sketch Pals, kids can draw with their fingertips or the attached stylus, then press the character’s nose to erase and start over again. These new boards also have sensory features, including a wavy, grooved texture behind the board; a finger-painting effect; soft, stretchy, and spiky outer material; and a clicking sound when kids tap the styles on the textured board — all to promote wellness benefits and sensory experiences.

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ARTS, CRAFTS, & ACTIVITIES FRANKLIN SPORTS I-Color Soccer Ball and Football Ages: 3+ | MSRP: $24.99 each Kids can customize these minisize versions of a soccer ball (pictured) or a football. Each comes with 10 marking pens for kids to use. The balls are also machine stitched and durable, so kids can play with them after they are done coloring.

HASBRO FAT BRAIN TOYS Jixelz Creator Set Ages: 6+ | MSRP: $39.95 Available: Summer 2024 This set combines creativity with puzzling fun. Kids can use 3,000 precision-cut jigsaw pieces and the pre-jixelated graph paper to create endless designs. Kids can also use the included 40 design templates, which feature characters, creatures, and more.

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Kids can load in Play-Doh compound and turn the crank to grow Play-Doh hair that they can style with the included accessories such as a curl-creating hair dryer, a mohawk mold, a crimper, and two different plates for different hair textures. The set comes with 12 ounces of compound, including three dual-color cans so kids can grow varieties of colorful hair.

SCHYLLING

WYNCOR

1) Make-Your-Own LAVA Lamp Ages: 8+ | MSRP: $19.99 Available: Spring 2024

ReClay | Ages: 6+ | MSRP: $4.99-22.99 Available: Spring 2024

Kids can design and decorate a LAVA brand motion lamp inside and out with this DIY kit. There are multiple options: red, green, or purple LAVA globs to bubble and flow, and confetti sparkles for customization.

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Play-Doh Hair Stylin’ Salon Playset | Ages: 3+ | MSRP: $16.99

ReClay is a compound that is soft and pliable in warm water, then cures and hardens in air. Kids can mold and re-mold this clay over and over. The ReClay line includes eight colors, a starter kit, a figurine starter kit, and figurine molds.

2) LAVA Instant Slime | Ages 6+ MSRP: $4.99 | Available: Spring 2024 With this set, kids can experience a lava-like flow that they can touch and feel. Kids can mix the lamp-shaped tablets with water to turn them into slime. This set is available in two assorted packs: one with green, blue, and purple; and one with pink, orange, and yellow.

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ARTS, CRAFTS, & ACTIVITIES KLUTZ Harry Potter Clay Charms | Ages: 8+ MSRP: $26.99 | Available: Spring 2024 Kids can craft clay into their favorite characters and icons from the Harry Potter films — including the Golden Snitch and Hedwig the owl — to create a wearable, gold charm bracelet. They can complete the charms with Klutz’s custom clear glaze, and then assemble them into jewelry.

HORIZON GROUP USA

PLUS-PLUS Inspired — Frida Kahlo Ages: 7+ | MSRP: $19.99 This container of Plus-Plus pieces comes in the color scheme of Frida Kahlo’s painting, “The Frame,” and features educational information about Kahlo and her art.

Squishmallows Slime Jars with Character Topper Ages: 6+ | MSRP: $7.99-21.99 Available: Fall 2024 Kids can discover a collection of two-toned slimes with five different scents and exclusive rubber charms of Ashley the Apple, Archie the Axolotl (pictured), Tatiana the Dragon, Calynda the Cow, and Pyle the Mushroom. Each contains 8 ounces of fluffy slime.

CRAZY AARON’S Slime Charmers | Ages: 3+ | MSRP: $12 | Available: Spring 2024 The slime charmers collection features various themes, including Dumpster Dive (pictured), Swamp Water, Sunny Side Up, Lollipop Shop, and more. Each DIY kit features a stretchy slime with themed scents and charms. Kids can customize their slimes with charms, textured mixers, and other add-ins.

ELENCO 1) Snap Circuits Flight Deck | Ages: 8+ | MSRP: $19.99

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Kids can discover the science of electricity, physics, and more as they work through the five included projects. The instructions will lead kids through activities including building paper airplanes, installing a motor circuit to launch flying saucers, building a circuit to catapult ping pong balls, creating art on a spinning wheel, and levitating objects over a fan with air pressure.

2) Snap Circuits Night Light Ages: 8+ | MSRP: $19.99 | Available: July 2024 With this kit, kids can build their own night light that will turn their room into a light show. Once built, they can choose from five different light projections: a herd of dinosaurs, schools of fish, the moon and stars, a multicolor light show, and a spaceship blasting off into space.

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ROYLCO 1) Geo Creatures | Ages: 6+ | MSRP: $24.99 Kids can create creatures from 348 colorful geometric shapes, then place them in their natural habitats with 16 double-sided habitat cards.

The kit encourages creativity and critical thinking.

2) Flutter Craft Mobiles | Ages: 4+ | MSRP: $24.99 Artists can create mobiles by coloring a moth, a dragonfly, and a butterfly. The craft kit includes the insect frames, 12 color diffusing paper insect craft bases, four 12-inch strings of colored yarn, and a junior paint spritzer bottle.

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SALUS BRANDS Build Buddiez Bunnies Craft Kits Ages: 5+ | MSRP: $4.99 Available: Spring 2024 Kids can mold, shape, and build their very own pocket-size bunnies with this moldable putty that dries overnight. Each tub comes with soft putty and accessories like top hats, Easter eggs, and bow ties that kids can use to customize their creations.

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Source: The LEGO Group

CONSTRUCTION THE LEGO GROUP

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1) Space Base and Rocket Launchpad | Ages: 8+ | MSRP: $134.99 Welcome to the 1,422-piece space base. The admiral is in command, and the rocket ship is ready on the launchpad. The set comes with a tower crane, a spaceship, a launchpad, a truck, a planet scene, six minifigures, a robot, and two alien figures.

2) Polaroid OneStep SX-70 Camera | Ages: 18+ | MSRP: $79.99 This model of the iconic Polaroid OneStep SX-70 camera consists of 516 pieces.

Re-create design features such as the viewfinder, Color Spectrum, and exposure compensation dial. Load one of three illustrated ‘photos’ from the brick-built Polaroid Time-Zero Land Film pack into the camera, then press the red button, and the photo will eject.

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CONNETIX TILES

SQUAREGLES

Connetix 50 Piece Pastel Transport Pack Ages: 3+ | MSRP: $75 | Available: Spring 2024

Erggs Racing Alley | Ages: 3+ MSRP: $39.99 | Available: April 2024

Kids can engage in STEAM learning by navigating magnetism, shapes, colors, and vehicles. The pack features a reversible transport base, two clear motion bases with rubber wheels, and a range of magnetic tiles in eight pastel colors.

Kids use magnetic connections and four paperboard panels to build and customize their tracks.

The set comes with 21 pieces, including a cannon launcher, a merge zone, a speed track, a ramper, square frames, edge frames, double ended clips, a comic, and more.

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KLUTZ Klutz LEGO Gravity Drop Ages: 8+ | MSRP: $29.99 Available: Fall 2024 Kids can assemble a 1.5-foottall, chipboard, gravity drop tower full of LEGO contraptions. Then, they can release the six wooden balls from the starting gate and watch them race through a maze full of twists and turns, sliding down ramps, flipping spinners, and whirling down a funnel, before they plonk into their destined buckets.

MAGFORMERS 1) Glowing Craft Set | Ages: 3+ MSRP: $39.99 | Available Spring 2024 This set includes 20 glow-in-the-dark pieces and accessories, including three magnetic pieces. Kids can use the included Idea Booklet for inspiration to build different structures.

2) Twinkling Garden Set | Ages: 3+ MSRP: $45.99 | Available Spring 2024 This set comes with 27 pieces, including six magnetic pieces and hologram tiles, which create a twinkling effect. Kids can build various structures like flowers and more.

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CREATEON Crayola Colors of Kindness and Crayola Pip Magnetic Tiles Sets | Ages: 3+ MSRP: $29.99-49.99 These colorful 24- and 40-piece sets feature a variety of magnetic tiles that are easy for little hands to connect and build endless unique structures, patterns, and shapes. Colors include Life is Gouda, Seas the Day, Bluetiful, and more.

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FUN IN MOTION TOYS 1) HyperTiles | Ages: 5+ | MSRP: $24.99

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HyperTiles is a construction toy based on a mathematical shape called a hyperbolic paraboloid. The simple, versatile shapes can be linked together in an infinite number of flexible combinations for endless fun. Sets can be combined to build bigger and more challenging shapes.

2) Tecti | Ages: 12+ | MSRP: $44.99

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Little builders can create more than 50 kinetic structures out of interlocking, movable cubes. Each cubic structure shifts into different shapes with tectonic-like movement thanks to built-in hinges. Kids can lock their creations into place with a keystone, a single cube that prevents the structure from moving when inserted.

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CONSTRUCTION THAMES & KOSMOS

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ZURU

1) Hero: Sound-Sensing Robot | Ages: 12+ MSRP: $64.95 | Available: Spring 2024

1) MAX Dino Adventure T-Rex Attack | Ages: 6+ | MSRP: $16.99 Available: Spring 2024

Hero is a robot that can sense sound and is made with more than 100 pieces. The robot features three directional microphones that kids can use to direct Hero to dance, follow them around, and more.

2) Bionic Robotic Arm | Ages: 12+ MSRP: $54.95 | Available: Summer 2024 Kids can assemble nearly 300 pieces to create this robotic arm, which is controlled by two joysticks. The arm uses nylon cables to mimic tendons in the human arm.

Kids will construct a prehistoric world by building a dinosaur, a radar dish, and a truck with easy-to-follow instructions.

MAX Bricks are compatible with leading brick brands and come in a storage egg.

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2) MAX Dino Adventure Dino Hunt | Ages: 6+ | MSRP: $24.99 Available: Spring 2024 Kids can build a helicopter, a truck, a motorcycle, two dinosaurs, a tree, and more with this 531-piece construction set.

CLIXO Clixo Classroom Pack | Ages: 3+ MSRP: $150 The Clixo Classroom Pack is a flexible, magnetic learning experience designed for educators to spark creativity and open-ended play with their students. Supporting individual or group play, the pack includes an educator guide and 30 activity cards that foster collaboration, boost creative confidence, and empower innovation. Its universal design allows for inclusive play, letting kids collaborate and equally succeed in building.

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THE ATOM BRICK Golden Gate Bridge | Ages: 14+ MSRP: $199.99 | Available: Fall 2024 This 2,174-piece set features an intricate build of the bridge, water, and shoreline that is 34.5 inches long and 6.75 inches tall. It comes with a hardbound instruction book complete with images and facts on the history of the bridge so builders can learn about the subject they are re-creating.

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CONSTRUCTION THE LEARNING JOURNEY

MATTEL 1) MEGA Showcase The Beatles “Ladies and Gentlemen, The Beatles!” | Ages: 18+ | MSRP: $79.99

Techno Trax – Galactic Adventure | Ages: 8+ MSRP: $69.99 Available: June 2024 Kids can build a Space Shuttle coaster using more than 300 pieces to create drops, twists, and turns.

The set includes a motorized chain that makes sound effects as well as a colorful instruction manual.

FAT BRAIN TOYS Plip Kit | Ages: 5+ | MSRP: $39.95 | Available: Summer 2024 The creative construction kit features more than 50 flexible arches, sticks, and X-shaped pieces that connect via ball-and-socket ends. Kids can create patterns, prisms, and sculptures by connecting the pieces.

They can also pull the pieces apart to hear a satisfying popping sound.

Kidults can build a piece of rock ‘n roll history with this detail-rich 671-piece set celebrating the 60th anniversary of an iconic moment: The Beatles’ first U.S. performance on The Ed Sullivan Show.

This set replicates the “Arrows” stage that was made for the broadcast and includes four 2-inch poseable micro-figures of the Fab Four and features a built-in USB lighting system.

2) MEGA Pokémon Machamp Ages: 8+ | MSRP: $29.99 Kids can build a 399-piece version of the martial arts Pokémon Machamp, then turn the crank to activate its punching motion. Machampo stands 7 inches tall and has articulated arms.

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PLUS-PLUS Learn to Build Robots Ages: 5+ | MSRP: $19.99 This 275-piece kit has everything kids need to build five robot designs. They can also mix and match pieces to create their own.

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GIVING BACK

JAZWARES CARES

Jazwares Cares and AEW Together hosted an event at the Boys & Girls Club of Mercer County in Trenton, New Jersey.

Source: Mark Stehle, AP Images for Jazwares

How the Company Behind Squishmallows Makes a Difference

by ASHLEY PELLETIER, Assistant Editor

B

ehind every successful toy company lies the opportunity for great philanthropy.

Jazwares is one of the fastest-growing toy companies in the business, putting smiles on faces around the world through licensed products from Pokémon, AEW, Star Wars, and CoComelon alongside its signature brand, Squishmallows. Its growth has allowed the company to bring joy to others as it gives back to the communities around it through Jazwares Cares, a philanthropic arm that organizes toy donations and volunteering opportunities for its team members.

Each year, Jazwares Cares works with nonprofits that support kids’ health, well-being, and education through play, including Toys for Tots, Ronald McDonald House, and The Toy Foundation’s Toy Bank program. As Jazwares’ global reach grows, its efforts to give back do too.

“2023 was a great year for Jazwares Cares,” says Sara Rosales, Senior Vice President of Communications at Jazwares. “In 2024, we plan to continue our partnerships with the organizations we’ve worked with, and expand our relationships with more community partners near our international offices, including the U.K., Mexico, Canada, Australia, Germany, and more.”

Jazwares also gives its employees — “Jazmanians” — 16 hours of volun-

teer time off (VTO) each calendar year.

“While we create community engagement opportunities for employees that are meaningful, purposeful, and help those in need throughout the year, employees may also choose a charity of their choice to volunteer with or work with other Jazmanians on a team volunteer activity,” Rosales explains.

Last year, volunteering efforts from Jazwares included cleaning up schools in Fort Lauderdale, Florida; preparing and serving food at the Lotus House Women’s Shelter in Miami; packaging essentials for women and children at Baby2Baby; and handing out Squishmallows to kids at the First Responders Children’s Foundation Thanksgiving Day Parade event in New York. Additionally, the company runs an Adopt-a-School program supporting Title 1 schools in the communities where it has offices.

“We currently have six schools in the program,” Rosales says. “We recently hosted holiday parties at some of our adopted schools, which included employee volunteers, food, crafts, toy donations, and even an opportunity to celebrate with our Cam the Cat Squishmallows mascot. The kids had a great time and we gave gift cards to the teachers at the schools as well.”

One of Jazwares Cares’ big initiatives last year was the creation of the Squishmallows “Star,” a collaboration

between Jazwares and Make-A-Wish as a gift to kids with severe illnesses and their siblings. Star is a plush bear that, according to Rosales, is “a galaxy adventurer who stays optimistic no matter what each daily mission brings.”

Jazwares President Laura Zebersky was named Chairperson of the Board of Directors at Make-A-Wish Southern Florida in 2022.

“More than 10,000 Star Squishmallows were donated to Make-A-Wish chapters across the U.S. and Canada last fall,” Rosales says.

Close to home, Zebersky and her husband, Jazwares Founder & CEO Judd Zebersky, are longtime contributors to the Joe DiMaggio Children’s Hospital for which they once produced a plush doll honoring Lotsy Dotsy, the hospital’s whimsical clown mascot.

Looking ahead, the future success of Jazwares will no doubt continue fueling an impact well beyond the toy department as growing ranks of Jazmanians give back by supporting the organizations and causes nearest to their Squishmallows-soft hearts.  Ashley Pelletier is Assistant Editor for The Toy Insider, The Pop Insider, and The Toy Book. When she isn’t writing a story, she is reading a fantasy novel or rewatching one of her three favorite TV shows. She also loves showing people pictures of her pets.

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Source: WowWee

IMPULSE & NOVELTIES WOWWEE

SKY CASTLE TOYS

NERF Super Soaker Nano Soakers Ages: 6+ | MSRP: $4.99 Available: Spring 2024

GooToobz Squigglers Ages: 3+ | MSRP: $9.99 Available: Spring 2024

These miniature versions of NERF Super Soakers can clip onto a backpack and shoot water streams up to 18 feet away.

These transparent sensory tubes feature creepy, crawling creatures such as snakes, worms, and centipedes. Kids can watch as they zig and zag with each squeeze.

INCREDIBLE GROUP Peeps Squishis Ages: 6+ | MSRP: $5.99 These squishy Peeps combine the look of the classic sweet treats with a tactile, sensory experience.

MOOSE TOYS Magic Mixies Minis | Ages: 5+ | MSRP: $2.99-9.99 | Available: July 2024 Each of the 90 micro-size Mixies comes with a unique reveal. Each one is on one of five teams: Moon (glow in the dark); Sun (UV reaction); Ice (cold temperature reveal); Star (glow-in-the-dark charms); or Rainbow (water reveal). Each team has common, rare, and ultra-rare characters for kids to collect, along with the limited-edition Rainbow Glow Mini Mixies. The Mini Mixies are available in two, four, and nine packs.

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IMPULSE & NOVELTIES GOOD SOUL BRANDS

CUDDLE BARN

Bumpas Hugapoos | Ages: 3+ MSRP: $7.99 | Available: Summer 2024

Mooshakes — Mini Series Clips Ages: 0+ | MSRP: $11.99

These huggable companions easily attach to a laptop, pencil, phone, bag, and more. They come in a variety of vibrant colors to mix and match.

Plush milkshake treats in cow cups are now mini. These keychains come in three styles: a pink strawberry, a black sesame, and a lavender brew. Kids can use them to accessorize their bags, backpacks, luggage, lunchboxes, and more.

GOLIATH Fidget Blox (Touch, Sound, Vision) Ages: 3+ | MSRP: $3.99 Available: Fall 2024 Fidget Blox are squishy, sensory, and satisfyingly fidgety. The Blox are available in three styles, each with a unique focus on fidget play: touch (squish and squeeze), sound (popping water beads), and vision (lava effect).

SCHYLLING NeeDoh Marbleez | Ages 3+ MSRP: $3.99 | Available: Spring 2024

TOMY

This Needoh has beautiful marble-like swirls and a super squishy jelly inside for satisfying squeezes. Every design is unique and colorful.

Band-It Ball | Ages: 5+ MSRP: $7.99 | Available: Spring 2024

JAZWARES

Band-It Ball is a 3-in-1 ball that can be used to play any game, anywhere. With its flexible design and simple bands, the ball can be transformed into three different shapes — a traditional ball, football, and flying disc.

DevSeries Mystery Figures Wave 2 | Ages: 8+ | MSRP: $4.99 Available: Spring 2024 This collection includes 24 assorted 2.75-inch action figures and feature characters from online games such as Arsenal Reloaded, Build a Boat for Treasure, Brookhaven, Hide and Seek Extreme, Jailbreak, Legends of Speed, Livetopia, Murder Mystery 2, Muscle Legends, Ninja Legends, and SharkBite 2.

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IMPULSE & NOVELTIES TREND ENTERPRISES

PMI KIDS’ WORLD

Tear & Share Stickers Ages: 3+ | MSRP: $3.99

Stumble Guys Collectible Figure Blind Box | Ages: 8+ | MSRP: $2.99 Available: Spring 2024

Each Tear & Share title includes 30-60 stickers across five sheets. Kids can tear the perforated line to separate a sticker from the rest of the sheet, then share stickers. Seven different titles feature stickers of sweets, birthday decorations, and more.

Kids can unbox one of 24 Stumble Guys characters with this surprise toy.

The inner package of each box is designed to look like a real game map that can be used as a playing platform.

SUNNY DAYS ENTERTAINMENT Boba Bears | Ages: 3+ | MSRP: $5 | Available: Fall 2024 There are six squishy bears, each a different color of the rainbow.

The bead-filled bears are covered in dots and designed for sensory play.

MGA ENTERTAINMENT L.O.L. Surprise Mix & Make Birthday Cake | Ages: 3+ MSRP: $9.99 Collectors can pour the ingredients into the mold, add water, wait a few minutes, then peel the mold off to reveal a birthday cake dress for the L.O.L. Surprise doll. Afterwards, kids can decorate the cake dress with chunky glitter sprinkles.

HAPPY LINE TOYS Funky Paws Pop 2 | Ages: 3+ MSRP: $6.99 | Available: Fall 2024 This new collectible line is designed for kids who love surprises. Each chunky, multi-sensory character comes with different pop-out features and vibrant color-changing elements that delightfully sweeten the surprising experience. There are a variety of fun characters, such as animals and fruit, available.

MONOGRAM INTERNATIONAL Minecraft 3D Foam Bag Clip Series 1 Ages: 4+ | MSRP: $6.99 The first series includes 11 Minecraft characters as 3D foam bag clips. Each surprise bag contains one figure such as Steve, Alan, Chicken, Creeper, and more.

There are two mystery characters as well.

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WILD REPUBLIC

THIN AIR BRANDS

Coilkins | Ages: 0+ | MSRP: $4.99

Friction Space Buggy | Ages: 3+ MSRP: $5.99

1) These snakes are posable, so kids can wear them on their arm, in their hair, or on their backpack. They can wrap around car seats, strollers, bicycles, and more. Kids simply pose them in a coiled strike position for realistic play. They can also be used as fidget toys.

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Tailkins | Ages: 0+ | MSRP: $18.49

A fricition-powered design propels the buggy forward with an articulated astronaut figure ready to explore inside. Kids can open the buggy’s door to reveal a detailed command center that will ignitie their imagination for space missions and interstellar play.

2) These critters are both a fashion accessory and furry friend due to the hook and loop pads. Kids can drape them securely around their shoulders to show off their long, furry tails and bring them everywhere.

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Source: Wyncor

TOY ADJACENT MAKE IT REAL 3C4G Tiny Treats Trolley Lip Gloss Set Ages: 8+ | MSRP: $14.99 Available: Spring 2024

WYNCOR SwopPop | Ages: 6+ MSRP: $6.99-24.99 | Available: Spring 2024 SwopPop is a collection of minipop bags that are fully customizable and feature interchangeable Swops — handles, straps, ears, and figurines — and Pops — badges that clip onto each bag. Swops and Pops come in reusable transparent PopBoxes that kids can display with the included stand.

RELATABLE Happy Helpers Octopus Ages: 0+ | MSRP: $24.99 This newest Menstruation Crustacean is a lavender-scented heating pad. Users can simply pop the octopus in the microwave for one minute and enjoy relief.

This set includes watermelon-, cherry-, strawberry-, and vanilla-scented lip gloss in snack-shaped containers in a rolling, miniature shopping trolley. Kids can take this set on the go for easy styling and restyling at all kinds of gatherings.

NEOPETS Neopets Phone Grips Ages: 13+ | MSRP: $5 Sturdy phone grips and classic Neopet characters unite for a stylish way to securely hold a phone.

Each phone grip features a Neopet face in the 25th anniversary celebration theme.

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BLANK TAG CO. Character Stickers | Ages: 13+ | MSRP: $5 Kids and kidults can collect an assortment of licensed character stickers including Cookie Monster (pictured), Strawberry Shortcake, and SpongeBob SquarePants. Each sticker is waterproof, scratch-proof, weatherproof, and dishwasher-safe.

MMG BRANDS Moosh-Moosh Hooded Blankets Ages: 12+ | MSRP: $39.99 Each character blanket is a soft, plush wearable designed to provide comfort while teens read, lounge, or even just add a colorful perk to their day.

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TOY ADJACENT SCHYLLING 14.5-inch LAVA Lamp (white/blue/silver) Ages: 8+ | MSRP: $32.99 Available: Spring 2024 This LAVA Lamp features a flow of white wax moving through a blue liquid, as well as a glass globe and silver aluminum base and cap.

MONOGRAM INTERNATIONAL Figural Banks Ages: 4+ | MSRP: $29.99 There are three new character banks available: Snoopy, Inosuke, and Elmo.

The Snoopy bank holds Woodstock, the Inosuke bank features Nichirin katanas, and the Elmo bank (pictured) waves. Each figural bank has a slot for coins.

BAZOOKA CANDY BRANDS Reindeer Holiday Pop Box Ages: 6+ | MSRP: $6.44 Available: Holiday 2024 This assortment of candies works as a standalone gift or stocking stuffer. The mix includes six pieces of candy across four brands: Ring Pop, Push Pop, Juicy Drop Pop, and Baby Bottle Pop.

FRANKLIN SPORTS Franklin Sports Pickleball Collection | Ages: 6+ MSRP: $29.99-59.99 The USA Pickleball (USAPA)-approved Pilot Pickleball Paddle has a lightweight, polypropylene core and is designed for high performance, complete with a rugged edge protection band. The Activator Wooden Pickleball Paddle Set (pictured) features handles that have superior grip and padding for competitive play, while still allowing the player to feel comfortable. Each paddle has plastic edging to maximize its lifetime. The USAPA-approved X-40 Pickleballs come in a six-pack and are made of PE material and Franklin Sports’ advanced single-piece design to withstand hours of aggressive play. The X-40 is now the Official Ball of the U.S. Open Pickleball Championships.

ISCREAM Cotton Candy Maker | Ages: 10+ MSRP: $72 | Available: May 2024 Kids can learn how to spin their own cotton candy with this kit. It comes with a cotton candy machine, a special spoon, and 50 paper straws that kids can use to spin their treat.

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WIT STORIES

UNVEILING THE TRUE WONDER IN EVERY WOMAN A Celebration of Empowerment

by EHI OVIASU-KAHN, Chairwoman of the Board at Women in Toys, Licensing & Entertainment

A

s the new Chairwoman of the Board at Women in Toys, Licensing & Entertainment, I’m thrilled and honored to embark on an exciting journey with our community and industry, as we collectively strive to advance our mission.

This year, we celebrate the wonder in every woman at every stage of their career and celebrate their unique and vital contributions. Weaving threads of talent, resilience, and passion, we will help paint a compelling portrait of their professional journeys.

Let’s take a walk through what those journeys can potentially look like: Waking the Spark of Ambition: At the onset of their careers, women begin the process of cultivating the spark of ambition, developing the courage to explore new challenges within an emerging professional identity. This time is marked by the unique excitement of discovering one’s potential career path.

Navigating the Learning Curve: As women progress in their professional journeys, the challenges evolve, presenting a heightened learning curve. Navigating this curve can be daunting yet deeply rewarding.

During this phase, working women not only absorb career-related knowledge but also master the art of balancing their expertise in various capacities.

Demonstrating resilience and adaptability, they adeptly chart a course through the intricacies of their personal and professional challenges.

Climbing the Corporate Ladder and Beyond: As women ascend the corporate ladder, build their reputations in the industry, and establish their influence, the wonder of their journey extends beyond their workspaces. They not only redefine leadership but also become key voices within their families and communities. Each stride is a victory, not just for themselves but for the myriad roles they embody — inspiring others to break molds and challenge stereotypes. ... All While Performing a Balancing Act: Multitasking and balancing various roles takes center stage in this phase.

Women deftly manage career, family, and personal aspirations, showcasing tenacity and resourcefulness. Their ability to harmonize different facets of life becomes an inspiration for others, highlighting the strength that lies in embracing multiple roles.

Bringing it All Together Through Mentorship and Legacy Building: In the later stages of their careers, women become mentors, not only professionally but in the broader spectrum of life. This stage is a marvel of generosity, as they invest in the growth of others, passing on wisdom gained from both their professional and personal roles. Building a legacy, they

Art by Ehi Oviasu-Kahn

leave an indelible mark on their work and family landscape, creating a supportive environment for future generations. Every stage of a woman’s career is a wonder, a testament to her strength, resilience, and ability to inspire.

Together, we honor the women who seamlessly chart through the complexities of life, leaving an enduring mark not just in their professions but in every role they play.  Ehi Oviasu-Kahn is Chairwoman of the Board at Women in Toys, Licensing & Entertainment (WiT), an attorney, artist, and the founder of Little Art, LLC.

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It’s The Toy Book’s 40th anniversary — and we’re celebrating with a look back at some well-loved classics. We all know that good toys are truly timeless, so take a trip down memory lane and test your expertise about some old-school favorites.

1. WHICH CLASSIC GAME WAS RELEASED FIRST? A. CLUE

3. WHICH ICONIC BOARD GAME EVOLVED FROM LEFT-WING FEMINIST LIZZIE MAGIE’S IDEA TO HELP EXPLAIN SINGLE-TAX THEORIES?

B. CRANIUM C. MOUSETRAP D. JENGA

2. THE GAME COMPANY BINARY ARTS WAS FOUNDED IN 1985, BUT CHANGED ITS NAME IN 2003 TO SOMETHING A LITTLE MORE … FUN. WHAT IS THE COMPANY CALLED TODAY?

4. BILLIONAIRE BILL GATES PLAYS GAMES TO RELAX, AND NOTABLY LOVES TO PLAY BRIDGE, BUT WHAT IS HIS FAVORITE BOARD GAME?

Source: Mattel

7. HOW MANY CARDS DOES EACH PLAYER START OUT WITH IN UNO? 5. WHAT WAS THE FIRST TOY THAT WAS ADVERTISED ON TV? 8. EVER SINCE THE FASHION ICON FIRST STEPPED OUT IN HER STRIPED BATHING SUIT IN 1959, WE’VE ALL BEEN LIVING IN A BARBIE WORLD. WHAT IS THE NO. 1 SELLING BARBIE OF ALL TIME? A. ORIGINAL BARBIE B. TOTALLY HAIR BARBIE 6. IN 2024, DISNEY’S STEAMBOAT WILLIE ENTERED THE PUBLIC DOMAIN. WHICH OTHER DISNEY CHARACTER BOUNCES INTO THE PUBLIC DOMAIN THIS YEAR?

C. ASTRONAUT BARBIE D. MALIBU BARBIE E. PRESIDENT BARBIE

Source: Mortimer Productions

ANSWERS: 1. A. Clue (debuted in 1949) 2. ThinkFun 3. Monopoly 4. Settlers of Catan 5. Mr. Potato Head 6. Tigger 7. Seven 8. B. Totally Hair Barbie

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COMPLIANCE & REGULATIONS

From The Toy Book Archives: 1985

GI JOE: A REAL AMERICAN HERO AIRCRAFT CARRIER U.S.S. FLAGG (HASBRO)

U.S.S. Flagg is a 7.5-foot playset that accommodates jets and helicopters. It features furnished interior cabins including the Admiral’s Bridge and comes with a 3.75-inch Admiral Keel Haul action figure.

OSCAR DE LA RENTA FOR BARBIE (MATTEL)

Barbie dons four gowns from the collection of Oscar de la Renta.

The Spectacular Fashion line features a multi-piece ensemble in elegant fabrics that girls can mix and match for a variety of looks.

DON’T TALK TO STRANGERS (APPLESTREET)

This “new comprehensive game for an old problem” comes with 100 questions and answers on different aspects of child safety.

HE-MAN AND THE MASTERS OF THE UNIVERSE COLLECTOR’S SET (VIEW-MASTER) This set features a durable plastic case containing a 3D Viewer and six picture reels featuring scenes from He-Man and The Masters of the Universe.

LIL’ SPORT LARRY BIRD BASKETBALL (OHIO ART) This new version of Ohio Art’s indoor basketball game carries the endorsement and autograph of Boston Celtics forward and 1984 NBA Player of the Year Larry Bird.

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