The Toy Book - May 2023

THE HOTTEST SPECIALTY TOYS & GIFTS FOR SUMMER AND BEYOND

®

VOLUME 39, NO. 2

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May 2023

IN THIS ISSUE Volume 39, No. 2 — 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 Madeleine Buckley madeleine@toybook.com Jackie Cucco jc@toybook.com Ali Mierzejewski ali@toybook.com Marissa Silva marissa@toybook.com Associate Editor Nadia Velit nadia@toybook.com

On the cover:

The LEGO Creator 3-in-1 Birdhouse comes with 476 pieces that kids can use to build different animal scenes. The main build features a birdhouse with an opening roof and includes five poseable toy birds to sit on its perches.

Social Media Editor Nicole Savas nicole@toybook.com Editorial Assistants Annabelle Canela annabelle@toybook.com From top, counterclockwise: Punch Buggy Volkswagen Bus (Jada Toys), Foosbots (Fat Brain Toys), and Spy Labs Incorporated Forensic Investigation Lab (Thames & Kosmos)

THE CLASSICS & SPECIALTY ISSUE Departments 10 | From the Editor 12 | Industry Update

103 | Toy Association Perspectives 104 | Pop Quiz 106 | Flashback

14 | Stat Shot

Showcases

16 | ASTRA’s Insights

38 | What’s New

18 | Toy Association Update

52 | Made in the USA

90 | Talkin’ Toys: GPI

56 | Arts, Crafts, & Activities

92 | Raising the Bar

64 | Vehicles & R/C

94 | Talkin’ Toys: Retevis Kids

66 | Dolls

96 | New in Town: Mushie

72 | Games & Puzzles

97 | Giving Back: Douglas

80 | Ride-Ons

98 | Media Mashup

82 | Plush

100 | WIT Stories

88 | Construction

102 | Compliance & Regulations

Features 20 | The State of Specialty Manufacturers, distributors, and retailers weigh in on the year so far and what’s on the horizon.

30 | Specialty Gets a Glow Up New Store Concepts and Toy Tourism Lure Shoppers 36 | Smells Like Tween Spirit One of this year’s hottest retail trends aims to bridge the gap between kids and kidults.

62 | Slot Car Renaissance The race is on for kids, families, hobbyists, and retailers.

70 | Backstory: The Madame Alexander Doll Co. Celebrating 100 Years of the Classic Doll Brand 78 | Backyard Adventures Outdoor play evolves with STEM for a new generation of kids.

Hannah Sacks hannah@toybook.com Editorial Interns Maggie Dougherty Omar Letson Ashley Pelletier News Writer Bug Hartsock Art Director Joe Ibraham joe@toybook.com Junior Designer Elena Sorce elena@toybook.com Business Operations Manager Bill Reese bill@toybook.com Executive Director of Sales & Marketing James Devin jd@toybook.com Sales & Marketing Executive Stephanie Infantino stephanie@toybook.com Sales & Marketing Assistant Rivers Jackson rivers@toybook.com Controller/Office Manager Lori Rubin lrubin@adventurepub.com

The Toy Book Volume 39, No. 2. 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 © 2023 Adventure Media & Events LLC. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in USA. Subscription rates: $48 one year, foreign $200. The Toy Book is a trademark of Adventure Media & Events LLC. Registered in the U.S. Patent & Trademark Office. Postmaster: Send address changes to: Toy Book, c/o Adventure Media & Events LLC., 307 Seventh Ave., Room 501, New York, NY 10001 or e-mail bill@toybook.com. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of the management of The Toy Book.

Member, International Toy Magazine Association

8 The Toy Book | May 2023 | toybook.com

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FROM THE EDITOR

INDEPENDENTS’ DAY

Flags of Valor’s Kid’s Flag Build Kit is crafted by veterans in Winchester, Virginia, and sold by specialty retailers and gift shops across the U.S. Source: Flags of Valor

Specialty retailers and manufacturers carry the torch for innovation, job creation, and giving back to the community.

by JAMES ZAHN, Editor-in-Chief

T

he world of specialty retail is evolving. Over the past decade, independent toy stores, gift shops, hobby shops, and comic shops have expanded their assortments to reach a broader range of consumers by catering to previously underserved age brackets and by offering unique products and experiences that seldom exist elsewhere.

Likewise, specialty manufacturers have spread their wings to meet the demand for innovative products that fill a niche, have cross-generational appeal, or put fresh spins on classic play patterns.

Following years of growth, the STEM (science, technology, engineering, and math) category has opened the doors for products that fit within a new category with an equally buzzy acronym: MESH (mental, emotional, and social health).

At the intersection of specialty and mass retail is a new convergence of ideas that have spawned what can only be described as “mass specialty” — multi-unit retailers with a growing footprint that extends the reach of specialty products to a larger audience.

For an independent maker of toys, games, or adjacent products, success at specialty can slingshot a brand into the mainstream. And, while the relationship between specialty and mass has long been contentious, the two can complement one another in the long run.

SPECIALTY GETS A GLOW UP Ahead of this year’s ASTRA Marketplace & Academy in Columbus, Ohio, The Toy Book team caught up with a variety of retailers, manufacturers, and distributors for some insight into where the business sits as we approach the mid-year mark and focus on plans for the holiday season.

Our State of Specialty Q&A (page 20) tackles trends, wins, and the looming challenges facing those within the industry. On page 30, Senior Editor Jackie Cucco shines the spotlight on a trio of new specialty retailers, including an immersive, glow-inthe-dark toy store in Las Vegas.

REDEFINING THE CLASSICS Classic play never goes out of style, and this issue is packed with our annual look at some evergreen categories of which kids can never get enough.

Speaking of classics, the Madame Alexander Doll Co. turns 100 this year, and you can take a dive into its legacy with Senior Editor Madeleine Buckley on page 70.

Then, speed over to page 62 for a high-octane look at the resurgence of slot car racing and how companies are connecting with a new generation of families.

And, while kidults snagged mainstream headlines last year, tweens are driving new growth in specialty. Editorial Assistant Hannah Sacks digs in to find out what's hot with this cohort on page 36.

Finally, our Specialty Toys & Gifts New Products showcase (page 38) may hold clues to the classics of tomorrow.

THE INDEPENDENT ECOSYSTEM Small business owners and entrepreneurs embody the spirit of the American dream. Last year, Crazy Aaron’s hit a milestone with 100 U.S. jobs created in Pennsylvania, and the products that it makes drive sales for independent, family-owned toy stores from coast to coast. On page 52 you’ll find a roundup of additional products made in the U.S., and on page 97, we highlight how Douglas leverages its plush success to give back to the community.

The Toy Book itself is the product of a small business, created by a scrappy team that’s fueled by the relentless pursuit of excellence — just like many of you. We hope that you’ll enjoy our 2023 Classics & Specialty issue!  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 Twitter and Instagram @therockfather.

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INDUSTRY UPDATE

THE TOY INSIDER UNVEILS NEW LOGO, WEB EXPERIENCE

In Disney Lorcana, players become “Illumineers” and wield magic ink to summon a team of Disney characters known as “glimmers,” who appear in both familiar and re-imagined forms. | Source: Ravensburger

DISNEY LORCANA GETS EARLY SPECIALTY LAUNCH WINDOW Disney Lorcana, Ravensburger’s entry into the trading card games (TCG) category, will have a two-week early launch window at Disney Parks, specialty retailers, game stores, and hobby shops. The game will debut on Aug. 18 at these specified locations, backed by an organized play program to support game nights at local stores. Qualifying stores will receive a kit of promo cards, pins, and other prizes for players.

“Supporting local game stores is critical to building a community around a TCG,” says Ryan Miller, Ravensburger Co-Designer and Brand Manager, Disney Lorcana.

“Our goal is to not only support the longevity of our game, but also create a second home where Lorcana players and collectors can meet up to trade and play.” 

ADVENTURE MEDIA & EVENTS INTRODUCES FUNFLUENTIAL FUNfluential is a brand-new software that allows companies to find, manage, and track their influencer campaigns with more ease than ever before. This revolutionary software is specifically designed for the baby, toy, game, and family industries. It boasts an easy-to-use interface, is incredibly affordable, and takes the immense legwork out of creating influencer campaigns, leading to reduced staff time and increased profitability.

FUNfluential connects creators who love play with brands that build joyful products. Launching this summer, FUNfluential is a passion project between the toy experts at Adventure Media & Events, publisher of The Toy Book, and toy industry veteran, Deborah Stallings Stumm.

Visit funfluential.com to learn more. 

THE LOYAL SUBJECTS DEBUTS TLS TOY DIVISION; INKS DEAL WITH HALLMARK FOR RAINBOW BRITE RELAUNCH The Loyal Subjects and Hallmark have developed a new, classic-inspired Rainbow Brite product line. The collection includes figures, dolls, and plush built around traditional play patterns such as hair and fashion play, infused with Rainbow Brite’s attributes of kindness, courage, and optimism. The line will debut this fall under the TLS Toy division. 

LEGO BREAKS GROUND ON U.S. FACTORY IN VIRGINIA The carbon-neutral, eco-friendly facility marks a $1 billion investment in the company’s future and will speed up delivery time for LEGO products to retailers in the Americas. The factory is in Chesterfield County near Richmond, Virginia, and will open in 2025. 

The Toy Insider, the No. 1 consumer resource for toys and gifts for kids, unveiled a brandnew logo for the first time in its 17-year history, along with a completely redesigned website to provide its readers with a user-friendly interface that will help them on their toy discovery journey. The Toy Insider, like The Toy Book, is published by Adventure Media & Events. 

Source: Playmobil

PLAYMOBIL COLOR SERIES RELAUNCHES WITH CRAYOLA Following a 45-year hiatus, the Playmobil Color series is making a comeback.

Playmobil inked a deal with Crayola to relaunch the line on Oct. 27 with a collection of five new sets that include basic white figures, accessories, vehicles, and more that kids can color and customize with Crayola Ultra Clean washable markers. 

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PUZZLES TOP 5 SELLING ITEMS RANK

ITEM

MANUFACTURER

1

Charles Wysocki Assortment 1,000 Pieces

Buffalo Games

2

Thomas Kinkade Disney Dreams Collection 750 Pieces

Buffalo Games

3

Puzzle Assortment 2,000 Pieces

Buffalo Games

4

Charles Wysocki Assortment 300 Pieces

Buffalo Games

5

Aimee Stewart 1,000 Pieces Assortment

Buffalo Games

TOP 5 NEW* ITEMS RANK

ITEM

MANUFACTURER

1

Food Trucks Assortment 550 Pieces

Buffalo Games

2

Thomas Kinkade Star Wars The Mandalorian 4-in-1 Multi Pack 500 Pieces

Buffalo Games

3

NFL San Francisco 49ers Barnyard Fans Puzzle 500 Pieces

YouTheFan

4

Horses Puzzle Assortment 550 Pieces

Buffalo Games

5

Christmas Holidays Oversized Assortment 300 Pieces

Buffalo Games

BUILDING SETS

OUTDOOR & SPORTS TOYS

TOP 5 SELLING BRANDS

TOP 5 SELLING PROPERTIES

RANK

PROPERTY

RANK

PROPERTY

1

LEGO Star Wars

1

NERF

2

LEGO Icons

2

Little Tikes

3

LEGO City

3

Razor

4

LEGO Super Heroes

4

Bunch O Balloons

5

LEGO Technic

5

Radio Flyer

TOP 5 DOLLAR GROWTH BRANDS RANK

PROPERTY

TOP 5 DOLLAR GROWTH PROPERTIES RANK

PROPERTY

1

LEGO Icons

1

Bunch O Balloons

2

LEGO Technic

2

H20GO!/Bestway

3

LEGO Jurassic Park/World

3

KidKraft

4

LEGO Speed Champions

4

Minecraft

5

MEGA Construx Wonder Builders

5

Step2

*New = zero sales in prior 12 months. Source: Circana/Retail Tracking Service/U.S. Toys/12 months ending March 2023

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SCIENTIFIC TOYS TOP 5 SELLING ITEMS RANK

ITEM

MANUFACTURER

1

National Geographic Rock Tumbler Starter Kit

Blue Marble

2

National Geographic Air Rockets

Blue Marble

3

Gemstone Dig Science Kit

Horizon Group USA

4

Snap Circuits Junior

Elenco

5

Discovery Mindblown Model Engine Kit

MerchSource

TOP 5 NEW* ITEMS RANK

ITEM

MANUFACTURER

1

Discovery Mindblown Jellyfish Aquarium Lamp

MerchSource

2

Discovery Mindblown Solar Vehicle Construction Set

MerchSource

3

Candy Vending Machine

Thames & Kosmos

4

National Geographic Light Up Terrarium Dinosaur Habitat

Blue Marble

5

Discovery Mindblown Crystal Growing Set 12-Piece

MerchSource

GAMES

ARTS & CRAFTS

TOP 5 SELLING PROPERTIES

TOP 5 SELLING PROPERTIES

RANK

PROPERTY

RANK

PROPERTY

1

Pokémon

1

Play-Doh

2

Magic: The Gathering

2

Crayola

3

UNO

3

Kinetic Sand

4

Monopoly

4

Cra-Z-Art

5

What Do You Meme?

5

Melissa & Doug

TOP 5 DOLLAR GROWTH PROPERTIES RANK

PROPERTY

TOP 5 DOLLAR GROWTH PROPERTIES RANK

PROPERTY

1

Pokémon

1

Play-Doh

2

What Do You Meme?

2

Crazy Aaron’s

3

Warhammer

3

Crayola

4

Nintendo

4

Rainbow Loom

5

Tapple

5

Lite-Brite

*New = zero sales in prior 12 months. Source: Circana/Retail Tracking Service/U.S. Toys/12 months ending March 2023

THE CLASSICS & SPECIALTY ISSUE 15

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ASTRA’S INSIGHTS

ASTRA HEADS TO THE BUCKEYE STATE What’s in Store at the Annual Specialty Toy Show

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

W

ith ASTRA’s Marketplace & Academy fast approaching, the excitement is building every day. This event is definitely “more than a toy show,” and this year, we’ve upped our offerings to make this statement truer than ever before!

Our mission is to help specialty retailers and manufacturers elevate, engage,

the importance of “Making Your Business Human.” Also on June 11, guests can enjoy a lunch presentation featuring a clip from the new docuseries Black Inventors Got Game, followed by a lively panel discussion. And finally, our epic Game & Kit session returns to ASTRA’s Marketplace & Academy that evening. Plus, each following day of the show will kick off

ASTRA MARKETPLACE & ACADEMY SCHEDULE OF EVENTS Saturday, June 10

5-6 p.m.: First-time Exhibitors and Attendees Reception

6-8 p.m.: Meet and Greet Reception for All 8:30-10 p.m.: Committee Reception Sunday, June 11

7:30-9:45 a.m.: Breakfast, Opening Session, Keynote Address “Making Your Business Human” with Matt Havens 9:45-11:30 a.m.: Education Sessions 11:30 a.m.-1:30 p.m.: Lunch, Black Inventors Got Game presentation and panel discussion 1:45-2:30 p.m.: Education Sessions and promote. To achieve this mission, we want all those who are considering attending to understand there is so much more to Marketplace & Academy than just walking the showfloor. This conference allows specialty companies to better their businesses through education, networking, and more.

While day passes are available, those will only grant guests access to the Marketplace during the regular exhibit hours.

Our full conference registration fee includes access to everything on our packed schedule, including interactive events, educational sessions, meals, and more.

Key must-attend events include our keynote presentation on Sunday, June 11 with Matt Havens, who will be discussing

with a “Toy Talk” during breakfast, and of course, no one will want to miss the traditional Toy Sync Battle on Monday night.

There is so much more in store at ASTRA’s Marketplace & Academy, taking place in Columbus, Ohio, from June 11-14.

Visit astratoy.org to register. We hope to see you there!  Sue Warfield, President of the American Specialty Toy Retailing Association (ASTRA), has more than 30 years of experience working in the toy industry, including owning a retail store, being a sales representative, and working alongside her husband at a manufacturing business.

Contact her: swarfield@astratoy.org

2:30-5:30 p.m.: Games & Kit Session 7-10 p.m.: Opening Night Party Monday, June 12

8:30-9:45 a.m.: Breakfast, Play Awards and Excellence Awards, Toy Talk 10 a.m.-6 p.m.: Show Floor Open 8-11 p.m.: Toy Sync Battle Tuesday, June 13

8:30-9:30 a.m.: Breakfast, Toy Talk

9:30 a.m.-6 p.m.: Show Floor Open Wednesday, June 14

8:30-9:30 a.m.: Breakfast, Toy Talk

9:30 a.m.-1 p.m.: Show Floor Open

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TOY ASSOCIATION UPDATE

‘BE AUTHENTIC’ TOYS DELIVER ON KEY VALUES The Toy Association offers support to companies producing eco-friendly, diverse, and socially responsible toys.

by KRISTIN MORENCY GOLDMAN, Senior Advisor, Strategic Communications, The Toy Association

O

ne of The Toy Association’s top trends of 2023 is “Be Authentic.”

This trend speaks to conscious parents who are on the lookout for toys that teach kids the importance of social responsibility, sustainability, diversity and inclusion, and other values that are meaningful to families.

A OnePoll survey of U.S. parents commissioned by The Toy Association last fall found that more than half (52%) of parents believe toys are some of the best teachers their kids will ever have, and two-thirds (67%) of parents believe toys play a significant role in the development of kids’ beliefs and values. More than a quarter (28%) of parents also look for toys that teach kids about environmental issues, in addition to 68% who want toys that expose kids to diversity and inclusion, and 63% who look for products that educate kids on the effects of bullying.

“Toy companies are leading the way in providing children with tools that tackle environmental and

social issues and create a more inclusive and caring world,” says Adrienne Appell, Executive Vice President of Marketing Communications at The Toy Association.

“Now when you enter the toy aisle, you’ll be met with the most diverse assortment of dolls ever, toys that are made through sustainable manufacturing processes, and playthings that help kids manage their

“Toy companies are leading the way in providing children with tools that tackle environmental and social issues and create a more inclusive and caring world,” - Adrienne Appell, Executive Vice President, Marketing Communications, The Toy Association

Left: Learn to Build People of the World | Source: Plus-Plus Right: Butterfly Wooden Shaker | Source: Petit Collage

emotions and celebrate different cultures. These products help instill values in children that can last a lifetime.”

Tied to this trend, toy companies are setting and working toward sustainability goals by improving the recyclability of

their toys, reducing packaging waste, and utilizing more sustainable materials in their products. The following are just a few examples of the many companies that are dedicated to protecting and preserving the environment: Hape’s Green Planet Explorers line introduces sustainability to kids at a young age, teaching them how to care about the environment through imaginative play. Panda’s Bamboo House is a three-story, open-floor playhouse made of bamboo that comes with four poseable panda figures (also made of bamboo). Each level of the solar-powered house highlights eco-friendly living with accessories like a suspension bridge, a slide, a rope ladder, hammocks, and more. In addition to bamboo, the playset is made from eco-friendly, renewable materials including Green PE (made from sugar cane plants) and FSC-certified wood.

Mattel’s overarching sustainability goals include achieving 100% recycled, recyclable, or bio-based plastic materials in products and packing by 2030 and maintaining 95% recycled or FSC-certified content in the paper and wood fiber used in its products and packaging. The company’s eco-friendly products span multiple brands, including Barbie, MEGA, Matchbox, and Thomas & Friends. Coming this fall, the MEGA Bloks Green Town Ocean Time Clean Up set

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inspires little builders to join the Ocean Time Clean Up crew and learn about green behaviors like sorting plastics and cleaning the ocean. The set’s three included Block Buddies figures are made from at least 90% ISCC-certified plastics.

Plus-Plus is a socially and environmentally responsible company that runs its factory and headquarters on 100% green energy from wind power. All of its products and packaging are 100% recyclable. New this spring is the company’s Learn to Build People of the World 275-piece set, with which kids ages 3 and up can learn to build 2D and 3D people with different body sizes, skin colors, hair types, and clothing styles.

Steiff’s Teddies for Tomorrow line focuses on sustainability and environmental conservation. The plush are made from non-animal materials such as hemp, linen, bamboo viscose, and recycled polyester fibers, as well as stuffing made from recycled PET bottles or wood wool.

The company has reintroduced its iconic Richard Steiff bear, first introduced in 1902, as part of its Teddies for Tomorrow collection. The new iteration of the bear is sewn from bamboo viscose, stuffed with a corn-based fiber, and has paw pads made from plant-based felt.

Miniland’s sustainability mission includes creating eco-friendly products

Teddies for Tomorrow | Source: Steiff

Green Planet Explorers Panda’s Bamboo House | Source: Hape

made of bio-based materials, such as wood and natural fibers. The company’s new Eco Knitted Clothing range designed for its dolls features new outfits made from pre- and post-consumer textile waste to help prevent further landfill and incineration. Made in Spain, the clothes are made by mixing undyed, recycled cotton fiber with other support fibers to create new materials, and the dyeing process creates unique colors without using water or chemicals.

The Butterfly Wooden Shaker from Petit Collage is a colorful rattle toy for infants that is made from responsibly sourced FSC wood and packaging made from 75% recycled materials.

As more companies commit to eco-friendly goals, The Toy Association acts as a resource for its members, offering guidance and tools to support sustainability in the toy space. To join The Toy Association’s Environmental Sustainability Committee in order to stay at the forefront of environmental issues

impacting toys, contact Jennifer Gibbons (jgibbons@toyassociation.org).

In addition to eco-friendly products, the “Be Authentic” trend includes toys that tackle diversity and inclusion and products created in partnership with educational experts and international research centers that appeal to savvy shoppers in search of authentic brands.

Visit www.toyassociation.org/trends to see examples of these toys and more in The Toy Association’s 2023 Toy Trends Briefing presentation. 

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

THE CLASSICS & SPECIALTY ISSUE 19

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THE STATE OF SPECIALTY

The Toy Book catches up with a panel of specialty retailers, manufacturers, and distributors for a roundtable Q&A covering the trends, challenges, and wins of 2023. compiled by JAMES ZAHN, Editor-in-Chief

At the beginning of the year, many felt that 2023 was shaping up to be something of a “reset year” for the toy industry as a whole. How did your business fare during the first quarter?

TENEEN DOBBS PRINCIPAL OWNER KITS & KABOODLE CARMEL, INDIANA

NICHOLAS ZAWITZ

PRESIDENT TANGLE INC. SOUTH SAN FRANCISCO, CA

Dobbs: January is always considered our reset month. We look at the marketing budget, cost of goods sold from the previous year, and a floor/window refresh. We basically look at what worked well and where we can improve upon the customer experience. Being located in the Midwest, weather can make or break us in the first quarter. Mother Nature was kind to us from January to March. Unexpectedly, sales increased 11% over Q1 last year. This has been the best start to the year since before the pandemic. However, we couldn’t sell any snow/outdoor toys.

Those are in storage until winter.

Zawtiz: Don’t believe the hype. The media spins financial news in a lot of different ways. What’s most important is having boots on the ground, knowing your customers, and staying true to your brand. In the first quarter, the Dallas and Atlanta markets and the much-improved ToyFest were by far our best Q1 shows ever.

MARK CARSON

PRESIDENT & CO-FOUNDER FAT BRAIN TOYS OMAHA, NEBRASKA

CHRIS CORBETT

SALES DIRECTOR ACD DISTRIBUTION MIDDLETON, WISCONSIN

Carson: I would agree with the sentiment of 2023 being a reset year. In many ways, our first quarter resembled the historical patterns that were typical of the pre-COVID-19 era. There were no big swings up or down, which I must admit was a bit refreshing for a change.

Corbett: In 2023, the toy industry is expected to have a reset year. ACD Distribution’s Q1 sales were lower than in 2022, but still higher than in previous years. Specialty retailers are reducing inventory and planning for the rest of the year. ACD is optimistic about the industry’s growth potential and is adapting to the changing market.

ANDREW QUARTIN

CEO THAMES & KOSMOS PROVIDENCE, RHODE ISLAND

BRIAN TRULL

OWNER POKÉNERDS ST. PETERS, MISSOURI

Continue the Conversation For an extended version of The State of Specialty Q&A, visit toybook.com

Quartin: It does feel like the industry is gearing up for more normalcy as we get further and further into 2023. Certainly, the return of events and tradeshows is a big indicator of this. While many tradeshows started to come back last year, we’re starting to hear that these shows will take place closer to how they were pre-pandemic, with fewer restrictions, etc. For us, the first quarter shows great promise for how the year will shake out. Interest in our new products, both from press and retailers, indicates that the industry is committed to navigating back to how things were wherever possible.

Trull: We did just fine!

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2023 STATE OF SPECIALTY Thus far, this year has been fairly quiet following the “permacrisis” years, in which we faced everything from tariffs and trade wars to a global supply chain crisis, labor issues, and a pandemic. What looming challenges are affecting your business right now, and how are you tackling them?

Trull: The biggest challenge we’re facing is getting access to more products. Being a specialty retailer that only carries officially licensed Pokémon products, not having a direct relationship with Jazwares has proven to be quite a challenging situation to navigate.

Corbett: Although this year has been relatively quiet compared to previous years, our business still faces challenges related to navigating growth opportunities. We are analyzing and planning carefully to make the most of these opportunities, and partnering with vendors, retailers, and organizations to build relationships and invest in new technology to remain competitive in the evolving market.

Carson: I think the primary challenge is just settling into the new normal, specifically new cost structures and a reset in consumer buying patterns. Outbound freight is still a big concern and an area where we’re putting a lot of focus in 2023. But overall, we believe that a more normalized year will provide us with a better view of emerging trends and the best way to address them.

Dobbs: Our long-term challenge since the pandemic is hiring local high school students with an interest in education and childcare. Before, our training program would start in high

school and excited students would stay with us until college and sometimes beyond. This past protocol worked very well up until the pandemic. We lost our retired teachers during this time, too. Luckily, we’ve had a few key employees to keep us running smoothly. Our current strategy is reaching out to the local library’s teen department to match education students to possible part-time employment. Lastly, plans are in the works for a new teen incentive program.

Quartin: I agree that, for the most part, the disruption caused by the pandemic is starting to dissipate. As freight costs have begun to level out, we have been able to avoid increasing the prices of our products, and in some cases, we have even been able to reduce the costs of certain items. There are numerous risks that we can identify, such as geopolitical, inflationary, currency, credit, supply chain, and macroeconomic issues. There are also many other risks that we cannot see. Assessing and preparing for these challenges is a continuous part of our business planning cycle.

What are some new products that you’ve brought in this year that have been big wins with customers?

Dobbs: Our baby department continues to be our strongest selling area. SmartNoggin has published a new book called Baby’s First Book of 44 Sounds. It’s flying off the shelves.

Trull: Our world is a little different since we only carry Pokémon items, but all the new Pokémon products this year have proven to be hits.

Kits & Kaboodle Classic Toys Boutique in Carmel, Indiana, features Mary Poppins-inspired umbrellas suspended from its ceiling. | Source: Kits & Kaboodle

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2023 STATE OF SPECIALTY Over the past few years, retail has evolved to include chains that could be considered “mass specialty” — they’re not big-box stores, but they have multiple locations and a growing market share. What impact does the introduction of new, multi-unit retailers like CAMP, Alex Baby & Toy, and perhaps even Toys “R” Us at Macy’s have on the specialty business?

Carson: For me, it always boils down to the product mix. Are they drawn into the trendy, license-driven product that is typical of mass retail? Or do they feature a robust mix of differentiated products from smaller, specialty manufacturers? For those chains that are striving for balance, that could have a really positive impact on specialty. For that reason, I’m optimistic and supportive of growth through these chains.

Zawtiz: This could have a positive impact on the specialty business. These “mass specialty” stores typically serve a general demographic and are generally larger in format and size. These stores offer a wider product selection, which helps suppliers like us innovate and provide a broader range of products for smaller specialty stores to choose from.

Corbett: New multi-unit retailers can have a small impact on specialty businesses, but they may increase visibility for certain toys and games. Customers who value personalized service will likely stick with [traditional] specialty retailers. We believe that the introduction of these new retailers can ultimately have a positive impact on the toy industry by increasing stability and visibility, giving the specialty business a chance to adapt and evolve while continuing to offer unique experiences for customers.

Quartin: When online retailers and marketplaces gained popularity several years ago and therefore posed a threat to smaller brick-and-mortar stores, these specialty businesses showed resilience and strength, and I have no doubt they’ll continue to do so.

Specialty retailers are the heart of our customer base. Most specialty retailers are run by passionate and innovative merchants.

They provide a unique atmosphere for customers to learn about products; it’s an environment that you just can’t experience with larger chains. Specialty merchants are agile. They can adapt and grow very quickly and with little risk. Further, the support they

The Tangle Infinity Series and Original Matte designs are available to specialty retailers this year. | Source: Tangle Creations

Hydraulic Boxing Bots and EXIT: The Game Kids — Jungle of Riddles are new specialty launches for this year.

Source: Thames & Kosmos

provide our products and brand as a whole is invaluable and as such, we do our best to return the favor. We pride ourselves on listening to the needs and wants of specialty stores. If a retailer has specific requests to support their promotion of our products, all they have to do is ask.

The older, kidult consumer has been a buzzy topic in recent months, but that business has been growing for quite some time. Are you making an effort to connect with an older audience? If so, how?

Dobbs: Yes! We have deliberately been ordering LEGO differently. We have brought in items from the home decor category, such as flower bouquets and holiday centerpieces. For adult car enthusiasts, more options from the Technic collectibles range have been selling well, too. Also, we’ve made an adjustment to our game area and selected more games that are multigenerational. Puppies or Pizza and GENSMAK! have filled that void of for “one game that everyone will enjoy” at a family gathering.

Trull: We are not. I also recommend anyone in the toy industry to not take their eye off the ball. We are selling toys and products for children. If adults like them, that’s great, but they like products [designed] for children. Parents and children do not want products for adults. It’s very important not to get that confused.

Quartin: We’ve always focused on creating products that inherently present the opportunity for fun, educational activities that people of different generations can do together: kids with their parents or even grandparents, etc. While most of our products are technically age graded for kids, the goal is always to provide families with wholesome activities they could or would want to do together. So, in a way, we’ve been connecting with the “kidult consumer” all along. The best example of this with our 2023 releases would be our EXIT: The Game Kids — Jungle of Riddles and our Hydraulic Boxing Bots STEM kit. With Jungle of Riddles, we’ve created the first replayable EXIT game that, while geared toward ages 5-7 — the youngest age range for EXIT yet—

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2023 STATE OF SPECIALTY is great for adults or even older kids who are EXIT fans and want to introduce their kids or younger siblings to the series. Hydraulic Boxing Bots has a nostalgic appeal, particularly for kids who grew up with Rock ‘Em Sock ‘Em Robots — now they can build a set of boxing robots with their own kids and re-experience their childhood with and through them while also learning about hydraulic mechanisms at the same time.

Zawitz: Tangle has always been the universal plaything. We’ve catered to the adult market for more than 42 years. Our Tangle Therapy line, which is actually an FDA-registered medical device, has been one of our best-sellers since 2020. The introduction of our new Tangle Infinity Series spans multiple categories, ranging from toy to sensory/fidget to home decor.

Carson: The kidult market is something we’ve been eyeing for a number of years. While we’ve never introduced a product specifically targeted at “kidults,” we certainly do account for them in much of our product development. On a basic level, we’ve never been the type of brand that markets to kids, rather, we focus on the purchaser. Many of our toys and games are purposefully designed to appeal as much to the adult as the child. You’ll see even more evidence of this multigenerational approach with several new games launching this summer.

What are some of the biggest trends you’ve seen emerge this year?

Corbett: This year’s biggest toy trends include the rise of micro toys and games, offering a more compact and collectible experience. Collectibles are also growing in popularity, with limited print runs creating exclusivity and excitement. Entertainment-related toys based on popular media, like TV shows and video games, are also in high demand.

Building sets aimed toward adult enthusiasts, such as the LEGO Technic Peugeot 9X8, are helping to drive sales at specialty retailers. | Source: The LEGO Group

Zawitz: We here at Tangle may be a bit biased as we’re the originators of the sensory fidget, but we’ve seen a huge uptick and interest in all things sensory, and especially MESH-related toys.

Our new Furry Tangles combine the sensory experience of plush with the undeniable, irresistible play pattern of the Tangle.

Carson: The one trend that I’ve identified is a generally slow introduction of new products this year. Coming off the strange years we’ve had, it is perhaps not surprising that manufacturers have been hesitant to invest in new products. If our own company is any indicator, however, I do sense that the pace could quicken as the year progresses. We have 18 incredible new items in seven categories being introduced at ASTRA Marketplace & Academy that will be available at retail this fall.

Trull: Pokémon Squishmallows!

Dobbs: We’ve seen three toy trends thus far for our area: 1) We’ve had many requests for “generations of play.” This includes crafts, games, and outdoor toys that grandparents can play with kids of all ages. 2) The teen trend is still about tactile, soothing toys. Nee-doh, squishy plush, and mineral hearts from GeoCentral have been very popular this year. 3) Adults are still drawn to retro rewind toys. If Mom and Dad played with it as a child, they want to buy the exact same toy for their children.

The Pretendables Doctor’s Kit, Mr. Bendy, Spill Again, and Make That Most Magnificent Thing — The Game will debut later this year. | Source: Fat Brain Toy Co.

Quartin: Toys that incorporate what’s going on in the world have been a big focus this year. That could mean toys that have a pop culture or movie tie-in, toys with a focus on a social issue, or new discoveries or new interests that have taken over social media. For us, the increasing popularity and importance of artificial intelligence (AI) was the impetus behind the release of KAI: The Artificial Intelligence Robot this year. With the increased talk about internet safety, the future of AI (including its advantages and disadvantages), and the emergence of ChatGPT, etc., we felt it was important to dive into this topic through a STEM kit that would help kids gain a comprehensive understanding of

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2023 STATE OF SPECIALTY this highly topical concept. With KAI, we emphasize the growing importance of AI to our modern world, as well as the implications this increased interest could have on our everyday lives.

The manual itself is a comprehensive introduction to the safety of apps, info sharing, and data protection — all things that kids and adults encounter daily in this high-tech world we live in. It was important for us to lay it all out there for kids to fully understand. They’re living it, surrounded by it, so it’s important that they understand it.

If you were to break out the crystal ball to predict the future, what are your expectations for the back half of this year?

Carson: My crystal ball, while scuffed and somewhat cloudy, says that it will be a slow build over the course of the year. Everything I’m seeing is tracking with similar sales trends as 2019, just at a different scale. Provided we can avoid additional economic trauma, I believe the year sets up nicely for most of the industry.

Zawitz: Our forecasts and insights indicate a very strong second half of the year. With a strong first quarter, retailers are clearing through stock at a faster clip than we expected. Market sentiment and consumer spending are also strong. Barring any world catastrophes, this should be one of the strongest holiday seasons to date.

Corbett: Despite market uncertainty, I’m cautiously optimistic about the second half of the year. Positive signs of recovery suggest potential growth in the specialty toy and game industry.

While we should prepare for potential challenges, I believe focusing on innovation and meeting consumer needs will lead to continued growth and success.

Quartin: My crystal ball says that my prediction will be wrong!

In the 200 years since our company [Franckh-Kosmos Verlags-GmbH & Co.] was founded, we have faced many disruptions and challenges, such as wars, pandemics, financial crises, and

A steady stream of new product launches keeps families coming back to PokéNerds in St. Peters, Missouri.| Source: PokéNerds

so on. However, we have been successful by staying optimistic, being aware of how little we can predict, and yet being ready for any eventuality. With two centuries of legacy to continue, we make decisions by looking through a very long lens and considering the next five or 10 years. That gives us a significant amount of time to react to challenges and make well-considered decisions for the right reasons. Viewed through that lens, the future looks very bright — supernova bright!

Dobbs: I like to watch the Federal Reserve and see what they are doing with interest rates. If they continue to increase, I expect Q3 and Q4 to be a bit sluggish. We are looking to bring in minimum inventory during Q3 and be order-ready for Q4.

Trull: Unfortunately, my crystal ball is currently broken. The toy industry is very reliant on the state of the world. The world is currently a crazy place. If things get better, the industry will improve. If things get worse, toys are a subcategory of disposable income — it won’t be pretty.

In a perfect world, what would you like to see the toy industry do better?

The GENSMAK! Women in Sports Special Edition Trivia Pack launched in January as a companion to the original cross-generational trivia game. | Source: GENSMAK

Carson: At the risk of being indelicate, in a perfect world, I would love to see the toy industry fight off its cannibalistic tendencies. I believe toy companies spend far too much time glomming onto the latest trends versus investing in product innovation and design.

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Corbett: The toy industry needs better time management and realistic expectations. Retailers, distributors, and manufacturers should have a clear understanding of the feasibility and adapt quickly when things don’t go according to plan. This requires effective delegation, forecasting, and communication. Improvements in these areas could positively impact the industry and benefit consumers.

Trull: The only way the toy industry improves is if you let entrepreneurs come in and make great stores and experiences for people. In order to do that, you have to open up the industry to the free market [and] make it easier for new businesses to get good toys. Stop trying to turn Walmart, Target, and Amazon into toy stores. They are not. I really feel this is vital to the long-term health of the toy industry.

Dobbs: I worry about being socially responsible with all this toy fun. I saw California has a new battery initiative, which made me think “Why can’t the toy industry come up with ways to decrease toy landfill space?” Our customers have also requested toys with fewer parts or toys made from recycled materials. Millennials and Gen Z all have increased awareness as to how we treat Mother Earth.

Zawitz: As a creative industry, let’s continue to push products that nurture and educate kids. And, most of all, fun! These values should remain at the forefront of everything we do. 

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hen adults think back on their childhood, there are some key places that stand out — and that list likely includes their favorite toy store. Whether that meant pilgrimages to the local toy haunt every weekend or begging parents to make a pit stop at quirky specialty stores while out of town, independent retailers offer something special with a charm all their own.

While many shoppers now rely on mass retailers for a quick way to grab toys, specialty toy stores are still going strong, sprouting up across North America to give kids places to play and make memories in ways that a visit to the impersonal aisles of Target or Walmart can’t match. Specialty retailers continue thinking outside the big-box by forging a new path forward with a focus on themed destinations, curated toys, and thoughtful play experiences.

TOY TOURISM Almost all kids know their local toy stores like the back of their hand, but traveling tots need to get their toy fix while on vacation, too. Toy stores in tourist destinations cater to a different type of customer base than those with a local clientele.

Kappa Toys has multiple locations in Las Vegas, including a shop on the Strip

that recently moved locations to The Forum Shops at Caesars, and an immersive, glow-in-the-dark store at Area15.

Founder and CEO Lizzy Newsome is also working to open several out-of-state locations this year.

Area15 is a shopper-tainment venue that offers immersive experiences with retail elements, such as virtual reality activities, ax throwing, flight simulators, and art shows, so it gave Newsome an opportunity to do something different.

“The Area15 location was so close to our main Strip location that we knew it wouldn’t be as exciting if it was just a smaller version of that,” Newsome says.

The store space had a design feature that was already black-lit, so Newsome asked if they could make the Kappa Toys location a black-light toy store. While there is some crossover with Kappa Toys’ more traditional product assortment, Kappa Toys at Area15 emphasizes neon and glowing items that look cool under a black light. The Strip location leans into licensed properties, many of which come from Japan, such as Studio Ghibli, Rilakkuma, and tokidoki.

“We are a little different than other specialty retailers in that we’re targeting the tourist market that hits Las Vegas,” Newsome says. “We’re definitely part of the local community as well, but we

have a really great relationship with our tourist customers.”

While the fourth quarter is typically the busiest time of the year for retailers as holiday sales skyrocket, Las Vegas follows a timeline as unique as the hotels that line the Strip.

“People don’t always come to Vegas during the holidays and a lot of local traffic leaves to go back to where they’re from,” Newsome says, sharing that Kappa Toys tends to have a strong January because tourists flock to the city for New Year’s Eve and CES. Other conventions and concerts, like the recent Taylor Swift tour that brought a ton of foot traffic to town, also affect sales.

New retailers should get to know their customer base and analyze shopping patterns so they can prepare for ebbs and flows unique to their destination rather than assuming traffic will follow typical toy industry patterns.

“We’ve noticed that even though we have a mix of locals and tourists, a lot of times they want the same thing, so we really do have to watch for really fast trends that come up and try to restock to meet those desires,” Newsome says.

Salem, Massachusetts is another tourist hot spot, this one with record numbers in the summer and fall leading up to Halloween due to the historic Salem

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Kappa Toys Founder and CEO Lizzy Newsome holding down the fort in the Area15 location Source: Kappa Toys

“I wish all toy stores would remember that we’re not each other’s competition because somebody who shops at independent toy retailers is more likely to shop at someone else’s independent toy store, too. We’re not competing against each other. We’re united against everything else.”

— Lizzy Newsome, Founder & CEO, Kappa Toys

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Witch Trials. Denise Kent has had a bookstore in downtown Salem since 2014 and now she’s in the final stages of opening a toy store called Silly Bunny nearby.

After a neighboring toy store left town, she noticed a desire for toys from both the local community and visiting tourists.

One of the challenges Kent faces is placing her initial toy orders as she tries to figure out what will resonate with her customers. Kent says that, unlike Kappa Toys’ clientele, Salem’s locals and visitors are very different demographics, so she has to appeal to a broad range of shoppers.

Kent expects a large volume of traffic during the peak season, but has found from her bookstore experience that staffing has been an issue since the start of the pandemic, as well as logistics like where to store everything. On top of that, Salem is a historic city so there’s an added challenge of conveying Silly Bunny’s warm, bright, and feel-good aesthetic, while still being sensitive to the historic downtown.

It’s also vital for any business owner

“There’s a lot of behind the scenes going on — making the sausage,” Kent says. “I’m kind of up to my neck in sausage right now.”

Silly Bunny will open this spring across the street from the Salem Chamber of Commerce. | Source: Silly Bunny

to think ahead. Kent plans to offer a shipping service for tourists who may not want to fill up their luggage. Her husband is building the Silly Bunny Salem website while staff works to populate it with inventory to prepare.

HOMETOWN HERO Not everyone lives near a travel mecca, but every town can benefit from a solid toy institution to bring the community together. Toy Utopia is located in Red Bank, New Jersey, a suburban town about 25 miles from Manhattan. Husband-and-wife duo Mira and Bruce Brach set up shop last summer as first-time retail owners, drawing on Bruce’s business experience and passion for toys and Mira’s background in education, research, and nursing.

The goal right now is to establish themselves in the community to create awareness and cultivate a customer base by hosting events in town, such as arts and crafts at the local library, Mira shares.

She also connects with local PTAs and attends business meetings to meet other

Glowing displays at Kappa Toys at Area15 in Las Vegas | Source: Kappa Toys

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Toy Utopia offers a mix of screen-free toys and vintage collectibles. | Source: Toy Utopia

local business owners. The plan for Toy Utopia’s future is to host in-store art classes, reading sessions, and other activities that will bring in locals. Eventually, Mira would like to create a section in the store for kids with disabilities, too.

One of the biggest challenges for Toy Utopia is ordering popular toy brands, like Squishmallows or Jellycat.

“It’s impossible for small toy stores because, in order to do that, you have to have an initial order of $10,000 or a minimum order [quantity] of 500-700 pieces,” Mira says. “Many of those big brands are not even opening new accounts or the minimum amounts are just not feasible for the beginners and new stores. You have to look at your shipping costs. You really have to be smart about the finances just to survive.”

One solution is to get creative with

your inventory, curating a more unique selection of toys that shoppers won’t be able to find on Amazon. Toy Utopia carries many toys from Europe and offers vintage toys and collectibles from Bruce’s personal collection, such as old Tonka trucks, Matchbox cars, toy airplanes, trains, comic books, and Beatles memorabilia from the past 30-40 years.

UNITED WE STAND From New Jersey to Massachusetts to Nevada, one thing that all three retailers have in common is that they’ve all noticed that many of their youngest visitors have never been in a toy store or a book store before. It might be because those kids grew up in a pandemic or it might be because they’re out-of-towners that don’t have toy stores back home, but this means that retailers have the opportunity to shape kids’

relationships with play and the core memories that go along with it — something that online stores just can’t do.

“I wish all toy stores would remember that we’re not each other’s competition because somebody who shops at independent toy retailers is more likely to shop at someone else’s independent toy store, too,” Kappa Toys’ Newsome says. “We’re not competing against each other. We’re united against everything else.” 

Jackie Cucco is a Senior Editor at Adventure Media & Events. She covers toy trends, news, and buzzworthy products for The Toy Book, The Toy Insider, and The Pop Insider. She has been featured on ABC World News Now, CBS, WPIX, News 12, and more.

You can visit her on Instagram @saucyjac.

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R

emember what it was like to be a tween? How could we possibly forget the all-encompassing crushes on boy bands, the numerous bar/ bat mitzvah parties, and the after-school fights with parents that are a right of passage for many. But what most clearly characterizes this in-between age demographic is a lack of understanding.

Tween-agers often feel like no one is listening to them — and it’s only right that the toy industry is finally heeding their roar.

In the past few months, while the rise of the kidult consumer has grabbed mainstream headlines, the toy aisles have been brimming with a resurgence of tween-targeted toys. Can this tween reboot simply be attributed to a reemergence of all things 2000s? Judging solely Fidgety Slide toys Source: TopTrenz

from the fashion industry, this may be the case. However, the answer seems to be more complex than that.

“It may be driven by a recognition that tweens are at a point in their lives when they start asking themselves some big questions,” says Zoe Fraade-Blanar, Chief Creative Officer at Squishable.

“They may be considering ‘Who am I?’ and ‘Where do I belong?’ for the first time in their lives.” She continues, positing that tweens occupy an unusual cultural space. “They are doubtlessly feeling societal pressure to start rethinking their relationships to the ‘childish’ objects, symbols, and routines in their lives, but at the same time, it’s natural for them to still feel enjoyment from many of them. A good tween-targeted toy serves both.”

AGREE TO DISAGREE ChattySnaps co-founders Annalee Oakley and Alicia Schwartz put the blame on the pandemic. “Many of these kids weren’t tweens when the pandemic started and are having trouble adjusting to their new phase of life,” they say.

“As a result, they may still be working through added trust issues, loss of self-esteem, and confidence. Toys bring people together in a fun way and fill the gap of learning social skills that only happen in person.”

On the other hand, tweens have always been a popular category for

the toy industry. “Tweens have consistently been the leading segment of kids driving the toy industry’s popular trends,” says Hiu Lee, Chief Marketing Officer at Horizon Group USA. “In today’s world, tweens are more connected than ever before, so products that allow them to selfexpress without boundaries will continue to resonate.” Although experts offer different opinions on why the tween category is booming, they all agree that toys are a way for this in-between demographic to express themselves at a time when they are questioning everything around them.

And another thing these experts agree on? The fact that social media apps such as TikTok and Instagram have fueled this new frontier for the toy industry. “There is no denying that social media platforms are an important way for tweens and adults alike to discover new products,” Lee says. “Great products can spread a lot more virally in this always-on environment — but it also means that trends can come and go quickly, so it’s pertinent to remain true to providing great, hands-on experiences beyond the screen.”

Fraade-Blanar agrees about social media’s fickleness: “Like the occasional lottery winner, it is possible to name many toys that have had viral marketing success on, say, TikTok. But in reality, each one represents thousands of accounts that did not. When it comes to social media in general, luck and volume both play a much bigger role than I think we credit.”

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Horizon Group USA creates on-trend products that help tweens express themselves. | Source: Horizon Group USA

THE ERA OF THE TWEEN-AGER In the past, it’s been difficult for the toy industry to create toys specifically for tweens. There was a common sentiment that kids would “age out” of toys by the time they hit 10 or 11. But now, something has changed. Companies are pivoting their marketing strategies to cater directly to tweens.

“We try to meet these kids where they are, stuck between being a kid and a grownup,” Oakley and Schwartz say.

ChattySnaps’ products — collectible pins that feature trendy sayings — give tweens a way to connect without the use of a screen. “We offer them a way to have face-to-face conversations … without all the awkwardness of actually starting to have one.”

Starting these types of dialogues can be hard for tweens, especially since they are beginning to question their identities.

That’s why companies such as Horizon have elected to focus on DIY toys that aim to keep tweens in the creative space.

If they can’t verbally say how they feel, perhaps they can express it. “The DIY products in our tween lineup of STMT, Just My Style, and It’s So Me offer just that — a way for tweens to add their style and vocalize their personality through custom accessories, journaling, nail design, and so much more,” Lee explains.

But it’s not just creativity that helps tweens express themselves. Sensory toys can help them process their emotions as

they journey into the great unknown — aka, puberty. We aren’t talking about the fidget spinners of 2017. Now, sensory and fidget toys have gotten a serious upgrade and come in all different shapes and sizes.

Later this year, TopTrenz will launch its Squishmallows sensory toy collection in collaboration with Jazwares. These toys are “mindless, but keep [tweens’] hands busy or occupied,” says Corey Glassberg, President at TopTrenz. They “almost double as an accessory that they can take on the go.”

LET TWEENS BE TWEENS It’s also incredibly important for retailers and manufacturers to create that first connection with tweens as they age out of traditional toys. “With the use of toys now spanning into adulthood, making a connection at the tween point is only the beginning of the consumer relationship,” Glassberg says. “There is a new social norm that toys are not only for kids.”

Although bridging that gap between kids and adults is critical, it’s also necessary to let kids know that they don’t have to grow up fast. “Our internal catchphrase is ‘rebelliously cute’ — the idea of fighting against adulthood using the power of adorable,” Fraade-Blanar says. “The world tells me I need to behave more grown-up?

Well I’m going to hug this [Squishable] avocado, and no one can stop me.”

Tweens don’t need to become an adult all at once. It’s okay to still be a kid.

Lee echoes this mentality. “Don’t define [this group] too narrowly,” he says.

“There’s the macro trend of how tweens want to express themselves … but you need to pair that with micro moments, like tweens’ never-ending thirst for all things sparkles and glam, or mini and squishy.” Tweens contain multitudes.

They aren’t the grade-schoolers of yesteryear anymore, but they also aren’t fully aged out of their childhood. Giving them space to grow on their own, especially in their play patterns, is paramount.

Ultimately, tweens can talk a big game. Although they might crave independence, at the end of the day they are just beginning their journey into self-expression and adulthood. It’s valid that their desire for self-reliance is shared equally with their passion for all things miniature and sparkly. And the toy industry is learning quickly: Clearly, tweens can’t be pigeonholed into one category or one demographic. After all, that’s what it means to be in-be(tween). 

Hannah Sacks is an Editorial Assistant at Adventure Media & Events.

She writes feature pieces, trend articles, and news for The Toy Book, The Toy Insider, and The Pop Insider. When she’s not writing, she can be found with a good book and a huge plate of dumplings.

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Pretendables Lemonade Time Set Source: Fat Brain Toys

SPECIALTY TOYS & GIFTS: NEW PRODUCT LAUNCHES FAT BRAIN TOYS Pretendables | Ages: 3+ | MSRP: $27.95-49.95 Available: Holiday 2023

BLUE MARBLE National Geographic Epic Forts Ages: 4+ | MSRP: $49.99 | Available: Now This hands-on engineering kit lets kids construct life-size structures. The unique flexible connectors make it easy to build a wide range of shapes, including domes.

These compact playsets each feature high-quality materials and a clever twist. The storage boxes double as part of the play experience, such as an oven, a countertop, a picnic basket, and more. Sets include a Lemonade Time Set, Taco Kit (pictured), Bakery, Backyard Pizza Oven, Doctor Kit, and Cinnamon Roll Set, with more to come.

HAND2MIND Numberblocks Step Squad Mission Headquarters Ages: 3+ | MSRP: $39.99 | Available: Summer 2023 Kids can join the Numberblocks Step Squad as they recharge and prepare for number missions. This playset features lookout windows, a kid-powered elevator, a detachable slide, a Three action figure, and more to encourage kids to engage in imaginative play, number play, and storytelling.

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PMI

POPSOCKETS

Sonic Prime Articulated Action Figures Capsule Ages: 5+ | MSRP: $3.99 Available: Summer 2023

PopPuck Starter Pack Day Trip Ages: 8+ | MSRP: $19.99 Available: Now

Each capsule features a Sonic Prime-inspired figure on a base and a four-colored leaflet. There are eight different styles for kids to collect.

Tweens can flick, stack, and flip the PopPuck to perform tricks such as the Swizzlestack, the Bowl Wipe, and the Backside Launch. This “magnetic skatepark” for kids’ thumbs can quickly be detached from phones for instant play.

YUME Disney100 Surprise Capsules Ages: 3+ | MSRP: $12.99 each | Available: Now

BLIP TOYS NINJA KIDZ TV Giant Mystery Ninja Ball — Series 3 Purple | Ages: 3+ | MSRP: $52.99 | Available: Now This giant Ninja Kidz-themed surprise ball includes more than 25 surprises, including five articulated action figures, a ninja mask and a belt, battle gear, six play ninja throwing stars, two sticky stars with six sticky star targets, two mission cards, and more.

Each capsule contains a 2.5inch surprise character, a major accessory or side character, a minor accessory, a scratch reveal clue card, a heat reveal clue card, three scene cards, and a character checklist.

Kids can start the unboxing experience by using the clue cards to guess which surprise character is inside, then display the character set with the scene cards on the hexagon base.

TANGLE CREATIONS Furry Tangle Jr. Ages: 3+ | MSRP: $8 Available: Holiday 2023

BUZZY KIDS PRESENTS DANTOY Green Garden, BIOPlastic, and Blue Marine Collection Ages: 2+ | MSRP: $20-50 | Available: Summer 2023 This new collection features eco-friendly toys made using recycled materials, sugar cane-based bio plastics, or residual waste from Dantoy’s other lines. The range includes a Grill Set, Mini Greenhouse, Ice Cream Set (pictured), and more.

This collection of furry friends combines a classic fidget toy with plush pals. Super soft and poseable, the Furry Tangle Jr. is a companion for sensory seekers ages 3 and up that pairs the famous Tangle style and form factor with a character face and soft plush material.

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SPECIALTY TOYS & GIFTS: NEW PRODUCT LAUNCHES

BANDAI NAMCO TOYS & COLLECTIBLES NORTH AMERICA Star Wars Grogu Tamagotchi Nano Ages: 8+ | MSRP: $19.99-27.99 Available: Now The Star Wars Grogu Tamagotchi Nano brings The Mandalorian character to the palm of fan’s hands. Kids can take care of Grogu and change him into one of 12 different appearances, including three secret styles.

It includes two different minigames, along with a third that alternates depending on how kids interact with Grogu.

JADA TOYS Donkey Hodie Collection | Ages: 3+ MSRP: $14.99-24.99 | Available: Summer 2023 Fred Rogers Productions and Jada Toys collaborated on this new line of figures and plush inspired by the PBS Kids preschool series Donkey Hodie. Kids can collect Donkey, Purple Panda, Duck Duck, and Bob Dog as a four-pack of 3-inch figures; a 12-inch Donkey Plush; and a 16-inch Purple Panda, each sold separately.

PLAYMONSTER Playskool Weebles My Smart House | Ages: 1+ MSRP: $49.99 | Available: Summer 2023 The Weebles are back for a new generation of kids. Little ones can explore the Smart House that features a pretend Smart Speaker with the Luca and Remi Weebles.

They can drop them down the chimney and onto the bed, then flip them off the bed and down the slide. Then, they can send them to the potty before a virtual visit with Grandma and Grandpa, or take another slide to the kitchen for a snack and a swing ride.

SCHYLLING

ZAG PLAY

NeeDoh Nice Cube | Ages: 3+ MSRP: $4.99 Available: Now

ZAG Heroez Miraculous Charm Bracelet Ages: 8+ | MSRP: $24.99 | Available: Fall 2023

Schylling expands its NeeDoh collection with this range of solid squishy cubes. Nice Cubes are “the squish that resists” as no matter how hard kids squeeze them, they will return to their original, solid square shape.

This metal charm bracelet is available in three styles and colors: Ladybug (red), Marienette (pink), and Heroez (turquoise). Each bracelet features more than 16 charms, including glass beads, gemstones, enamel, and pendants. The bracelet also comes with a Miraculous-branded velvet jewelry case for storage.

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SPECIALTY TOYS & GIFTS: NEW PRODUCT LAUNCHES

BOOGIE BOARD Sketch Pals Forest Friends | Ages: 4+ MSRP: $19.99 | Available: Summer 2023 The Sketch Pals collection is growing with three new additions. Felix the Fox, Morris the Moose, and Izzy the Owl join Boogie Board’s lineup of clippable drawing tablets this summer, just in time for travel season.

EDUCATIONAL INSIGHTS Kanoodle Pyramid | Ages: 7+ MSRP: $24.99 | Available: Now Kanoodle Pyramid is a TikTok sensation that features a multiplayer, tabletop board and unique, geometric pieces that puzzlers can fit together to solve 200 2D and 3D puzzles. There are hundreds of possible combinations, but only one correct answer for each challenge.

FUN EXPRESS PLAYMOBIL Wiltopia — Tropical Jungle Playground Ages: 4+ | MSRP: $54.99 | Available: Now This eco-friendly product line is made from more than 80% sustainable materials. The jungle playground has plenty of action for young explorers. It features a viewing platform, a children’s swing, a climbing net, a target for archery, and a cave with a hiding place.

Cool 2 Create Chalk Sets Ages: 3+ | MSRP: $5.99 Available: Now Each themed chalk set features different characters and shapes. Sets include animals, sealife, dinosaurs, and vehicles.

U.S. TOY CO. Caterpillar Puffer Ages: 3+ | MSRP: $6.99 Available: Now This colorful, squishy, air-filled, rubber caterpillar is designed for a tactile play experience. It is available in assorted colors.

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SPECIALTY TOYS & GIFTS: NEW PRODUCT LAUNCHES

THAMES & KOSMOS Spy Labs Incorporated | Ages: 8+ MSRP: $6.95-49.95 | Available: June 2023

HASBRO Marvel Legends Series Squadron Supreme Marvel’s Hyperion & Marvel’s Doctor Spectrum Ages: 4+ | MSRP: $49.99 | Available: Now

This line of forensic science activity kits features 15 different products, including a Fingerprinting Kit, a Pocket Metal Detector, Night Vision Goggles, and a Master Detective Toolkit. Kids can learn about the science behind detective work by investigating and analyzing evidence to solve make-believe mysteries and fictional crimes.

Hasbro expands its Marvel Legends Series with this set of two action figures inspired by the Squadron Supreme comics. The 6-inch-scale Hyperion and Doctor Spectrum figures feature premium deco and articulation and are suitable for kids and collectors.

PETIT COLLAGE My First Wooden Activity Toy | Ages: 9 MOS+ MSRP: $35 | Available: Now

SKY CASTLE TOYS GooToobz SIPS | Ages: 4+ | MSRP: $9.99 Available: Now

Little ones can twist the gears, slide the beads, and sort the blocks on this activity toy. Designed to help develop babies’ fine motor skills, hand-eye coordination, shaperecognition skills, and cause-and-effect reasoning, this toy is designed to be tummy-time friendly and features multiple ways to play. It’s constructed from responsibly sourced FSC wood and packaged with 75% recycled materials.

GooToobz SIPS are transparent, handheld sensory mazes filled with a mix of goo, glitter, and beads that rush and gush when kids squeeze them side to side. They are available in multiple themes, including Bubble Tea, Milk Shake, and Soda Pop (pictured).

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SPECIALTY TOYS & GIFTS: NEW PRODUCT LAUNCHES CHATTYSNAPS

PLUS-PLUS

Denim Tales Ages: 4+ | MSRP: $9.99 Available: Fall 2023

Transportation Tubes | Ages: 5+ MSRP: $7.99 | Available: Now The new transportation series features five models that will get kids building and moving.

Each tube includes 70 pieces that kids can use to build 2D and 3D models for play and display.

Denim Tales are retro denim chains that can hold up to three collectible ChattySnaps buttons (sold separately). Made with recycled denim, they bring a retro vibe to backpacks, sport bags, and more.

LEARNING RESOURCES

ZING

Tracy the Fidget Triceratops | Ages: 18 MOS+ MSRP: $15.99 | Available: Summer 2023

Zing Shot | Ages: 14+ | MSRP: $14.99 Available: July 1, 2023

Toddlers can play with this fidget friend two ways: explore Tracy’s pop-in, pop-out spikes or build hand strength, coordination, and counting and color skills by spinning, twisting, cranking, and pushing the interactive fidget pieces. Sized for little hands, Tracy features soft horns for safe play.

SCORE DISCS Score Discs — Spin Pro Beach & Pool Disc (Blue or Green) Ages: 5+ | MSRP: $19.99 Available: June 2023 These blue and green discs are easy to launch and throw with success and accuracy. Kids can throw from the side of the disc or easily launch from underneath with precision. Each 9.25-inch Score Disc can float and spin and is made with a soft foam material.

The new Zing Shot features 3D-printed graphics and comes with whistling arrows that kids can launch more than 50 feet using hook-and-loop slingshot technology. The foam arrows are compatible with all Zing bows and Sky Rippers toys.

TONIES Disney Encanto Tonie Ages: 3+ | MSRP: $17.99 Available: Now Kids can relive Disney’s Encanto with this Tonie figure that proves we do still talk about Bruno. Packed with fan-favorite songs written by Lin-Manuel Miranda and the Encanto story in English and Spanish, this Tonie features original songs and voices from the musical film.

It requires a Toniebox screen-free audio player (sold separately) to play audio at home or while traveling.

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SPECIALTY TOYS & GIFTS: NEW PRODUCT LAUNCHES

BREYER Neapolitan — Breyer Freedom Series Horse Ages: 4+ | MSRP: $24.99 | Available: Now This horse figure is decorated like an ice cream treat. Her chocolatey brown coat transitions to creamy vanilla, before finishing off with a strawberry swish of her tail. A whipped cream-inspired finish and colorful sprinkles complete the summery design.

SUPER IMPULSE Poptaters | Ages: 8+ | MSRP: $14.99-17.99 Available: Now Poptaters are mashups of pop-culture icons and Potato Heads. Each collectible figure comes dressed in a removable outfit and features interchangeable parts, including a surprise Potato Head original piece. They are sold in transparent, stackable, collector display packaging.

MONOGRAM INTERNATIONAL Disney100 Disney Platinum 3D Foam Bag Clip Series Ages: 4+ | MSRP: $5.99 | Available: Now Kids can collect bag clips featuring characters from the Disney, Marvel, and Star Wars universes. Each mystery bag comes with a character bag clip accessory, which is made of PVC and 3D foam.

VANGO Bizyboo | Ages: 2+ MSRP: $8.97 | Available: Now This line of mess-free, hide-and-seek busy bags features 12 different characters, each filled with beads and themed hidden objects. Kids can push and prod the beads around, searching for the objects that match those pictured on the included card.

FUN IN MOTION TOYS Shashibo WILD series Ages: 10+ | MSRP: $25 Available: Now Kids and collectors can discover arctic, forest, jungle, and savanna environments through this new series of Shashibo puzzles, each sold separately.

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SPECIALTY TOYS & GIFTS: NEW PRODUCT LAUNCHES

HOG WILD Atomic Power Popper and Sticky Target | Ages: 4+ MSRP: $29.99 | Available: Summer 2023 The Atomic Power Popper gets an upgrade with the addition of a new, 13-inch sticky target that rocks back and forth. Kids can use the Popper’s pump-to-launch handle to propel soft foam balls up to 20 feet away.

This set comes with 12 neon-color foam balls.

DIAMOND SELECT TOYS

CUBO

Rick & Morty Gallery PVC Diorama Ages: 8+ | MSRP: $75 | Available: Fall 2023

Cubo Sticky Schedules | Ages: 3+ MSRP: $34.99 | Available: Now

Look out, Morty! In this Rick & Morty-inspired collectible, Rick and Morty are caught in the spiked tongue of a mysterious creature as Rick levels his portal gun at the monster.

Measuring approximately 10 inches tall, this Gallery Diorama is made of PVC and comes packaged in a full-color window box.

This set of Montessori routine cards helps parents and kids co-plan their daily routines. There are 60 pieces, including three guide cards, a magnetic agenda board, a matching board, and visual tiles. The routine cards feature realistic illustrations that follow the Montessori approach.

FRIENDLY LOOM BY HARRISVILLE DESIGNS Explore Felting: Planets Kit | Ages: 8+ | MSRP: $17.95 | Available: Now Kids can make a planetary garland using 100% wool fleece in a variety of colors. They can use warm, soapy water to turn the included fleece into wool planet balls, then string them together to make a garland or mobile.

THE NACELLE CO. Biker Mice from Mars Action Figures | Ages: 14+ MSRP: $35.99 each | Available: Fall 2023 The Biker Mice from Mars are back as a line of 7-inch-scale action figures. Throttle, Vinnie, and Modo each feature 15 points of articulation and come packed with a unique accessory and an interchangeable head with a helmet.

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The Simplay3 factory in Streetsboro, Ohio | Source: The Simplay3 Co.

MADE IN THE USA CRAWLIGATOR

SIMPLAY3

Crawligator | Ages: 4 MOS+ MSRP: $78.99 | Available: Now

Roll and Stroll Push Car Ages: 18 MOS+ | MSRP: $89.99 Available: Now

The Crawligator helps incorporate and promote tummy time for infants. This developmental rolling toy provides mobility assistance, helps develop gross motor skills, and supports brain development and independence as little ones explore their world.

Made in Wauconda, Illinois

Parents and kids can stroll in style with this roller coaster-inspired push car. It features a built-in handle, quiet-ride wheels, a seatbelt, and a snack tray. The large opening makes it easy for kids to get in and out on their own.

Made in Streetsboro, Ohio

FLAGS OF VALOR Kid’s Flag Build Kit ­— 2 Pack | Ages: 5+ | MSRP: $19.99 | Available: Now This wooden American flag build kit comes with pre-cut components to create two wooden flags, including glue sticks, wooden display easels, sandpaper, and activity books. Kids can use crayons, markers, or paint (not included) to color their flags. It is also available in 48-piece retailer bundles. Made in Winchester, Virginia

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STEP2 Step2 Space Capsule Swing | Ages: 3+ MSRP: $149.99 | Available: Summer 2023 Blast off into adventure with this space-themed toy. The Space Capsule swing comfortably fits two kids ages 3-7 and can be hung outside with a rope.

Without the rope, kids can use the Capsule as a playhouse indoors or outdoors. Made in the USA of domestic and imported parts

TREND ENTERPRISES Original TREND Scratch ‘n Sniff Stinky Stickers: Retro Edition Ages: 3+ | MSRP: $3.99 | Available: Summer 2023 The original ‘80s TREND Scratch ‘n Sniff Stinky Stickers are back. With 24 different stickers in each pack, kids can find the original stickers along with all-new, retro-inspired designs. Kids can collect different scents including Blueberry, Root Beer, Strawberry, Leather, and more. Made in Minneapolis-St. Paul, Minnesota

PURPOSEFUL BLISS Fizzy Magic Halloween Collection | Ages: 3+ MSRP: $8 | Available: Summer 2023 Stock up for the spooky season with these colorful bath bombs with Halloween squishies inside. The limited-edition assortment is handcrafted in Batavia, Illinois.

CREATIVE KIDS Miracle-Gro Kids My Dinosaur Garden Kit Ages: 6+ | MSRP: $24.99 Available: Now Kids can create their own garden with this 20-piece kit from Miracle-Gro Kids.

After painting the included dinosaurs, kids can use the crushed rocks, shovel, and soil pod to plot the layout of their garden. The seeds are sourced from U.S. farmers and the kits are assembled in Pennsylvania using domestic and imported parts.

CRAZY AARON’S Birthstone Thinking Putty Ages: 3+ | MSRP: $15 Available: Now Ancient astrologers attributed gems to bringing wellness and luck each month of the year. Birthstone Thinking Putty celebrates that concept with jewels that can bring kids focus and peace as they stretch, squish, and roll the putty. Made in Norristown, Pennsylvania

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MADE IN THE USA ROYLCO STEAM by Roylco Collection | Ages: 2+ MSRP: $24.99-39.99 | Available: Now This new range of nine toys for kids ages 2-12 is designed to foster STEAM concepts, including engineering skills and pre-coding logic. The line consists of Light Learning Rocks, Sensory Beads, Lock Blox, Felt Fun – Learn My Shapes & Colors, Tubes & Connectors, Sensory Bin, Coding Gems, Structure Sticks, and Super Topplers. Made in South Carolina

BUBBLE UNIVERSE Bubble Lick Flavored Bubbles Ages: 2+ | MSRP: $5.99 Available: Now Kids and pets can enjoy safe, lickable bubbles in flavors like Sour Green Apple, Sour Blue Raspberry, Milk Chocolate Chip, Carnival Cotton Candy, Glazed Cinnamon Roll, Juicy Watermelon Splash, and Maple Bacon. Bubble Lick was invented by a pediatric allergist and all of its products are Made in the USA.

LITTLE TIKES Adventure Rocket Ages: 2+ | MSRP: $179.99 Available: Now Kids can embark on imaginative adventures as an astronaut, a space explorer, an astronomer, or a rocket scientist with this play spaceship. It features a swivel chair and a star viewer that includes lights & sounds, and a control center with an onboard game activity. The Adventure Rocket comes with accessories, including three maintenance wires, a large space rock, a small space rock, tweezers, a hammer, and a magnifier.

Made in Ohio

BUFFALO GAMES Star Wars Fine Art Collection: The Calm After 1,000 Piece Puzzle Ages: 14+ | MSRP: $14.95 Available: Now This 1,000-piece puzzle features artwork inspired by Star Wars: The Mandalorian on Disney+. Each Buffalo Games jigsaw puzzle is manufactured from recycled puzzle board using precision cutting technology for a “Perfect Snap” fit. Made in Buffalo, New York

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Puzzle by Number Wreath Source: Plus-Plus

ARTS, CRAFTS, & ACTIVITIES CRAZY AARON’S

PLUS-PLUS

Land of Dough Packs: Construction, Under the Sea, Rainbow | Ages: 2+ MSRP: $12 | Available: Now

Puzzle by Number Ages: 5+ | MSRP: $24.99-49.99 Available: July 2023

Each of the latest Land of Dough Packs includes four 1.5-ounce containers of natural play dough that kids can use to mix, shape, and create. New themes include Construction (yellow, teal, brown, and green), Rainbow (red, orange, yellow, and blue), and Under the Sea (pink, blue, lavender, and seaweed), each sold separately.

These activity sets combine the artistry of paint by number with the satisfaction of a puzzle. Kids can connect the Plus-Plus pieces using the enclosed pattern to create the design. Styles include a festive holiday wreath and a colorful U.S. map (pictured).

BRIGHT STRIPES Magic Scrunch Pillow | Ages: 6+ MSRP: $24.99 | Available: Summer 2023 Kids can weave, scrunch, and stuff a squishy character pillow. Each pillow comes with embroidered features and felt pieces that weave right on without any sewing. Kids can choose from puppy, kitty, unicorn, and cupcake designs, each sold separately.

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ARTS, CRAFTS, & ACTIVITIES THAMES & KOSMOS

HASBRO

Ooze Labs: Instant Snow Station Ages: 6+ | MSRP: $29.95 Available: June 2023

Play-Doh Nickelodeon Slime Collection | Ages: 4+ MSRP: $5.99-14.99 Available: Now

Kids can bring the wintry joy of snow indoors with this activity station, which includes a plastic base, dozens of tools, and expanding instant snow powder. They can combine the powder with water to watch it expand, then play and experiment with the artificial snow.

This new collection of compounds pairs Nickelodeon’s iconic slime with Hasbro’s PlayDoh brand. Each variety offers a different sensory experience across stretchy, sandy, and slimy textures in a variety of colors.

PURPLE LADYBUG

MAKE IT REAL

Decorate Your Own Gemstone Jewelry Box Ages: 6+ | MSRP: $15.99 | Available: June 2023

Cerealsy Cute!!

Kelloggs DIY Bracelet Ages: 8+ | MSRP: $12.99 Available: Fall 2023

Kids can create their own gemstone jewlery box with this craft kit. It includes a wood, jewelry-style box with a clasp; strong PVA glue; and many sparkling gemstones in three colors.

FRIENDLY LOOM BY HARRISVILLE DESIGNS Traditional Size Potholder Loom Kit | Ages: 6+ MSRP: $19.95 | Available: Now With this kit, kids can learn potholder weaving, a craft that encourages concentration and helps kids understand spatial relationships. The included potholder loom is made of sturdy metal and the loops are made of cotton. The included materials make two potholders.

Kids can make DIY bracelets featuring Kellogg’s Froot Loops, Frosted Flakes, or Rice Krispies themes. Each set contains everything kids need to make four bracelets, including the cord, charms, and colorful beads. Kids can use the included bowl and spoon, place each pouch in water, and watch as they dissolve to reveal mystery bags. Each set comes in a realistic cereal box-style package.

FAT BRAIN TOYS Hey Clay | Ages: 6+ MSRP: $14.95+ Available: Now Kids can mold playful models with the soft, lightweight, non-toxic, and stain-free clay.

Families can download the free, kid-friendly app for instructions on how to build professional-level models.

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ARTS, CRAFTS, & ACTIVITIES HORIZON GROUP USA STMT D.I.Y. Infinity Jewelry Ages: 8+ | MSRP: $24.99 Available: August 2023 Tweens can choose from an assortment of metal charms to create unique bracelets that stand the test of time. This kit includes waterproof chains, a protective cover, and multifunctional pliers to help create bracelets that are built directly on tweens’ wrists.

HAND2MIND Tactile Turtles Math Activity Set | Ages: 3+ | MSRP: $24.99 Available: Now Inspired by the sea, the Tactile Turtles Math Activity Set helps kids master early math skills. It provides a sensory experience as children explore counting, sorting, patterning, and more. The set includes turtles made from certified 100% post-consumer recycled plastic, 10 double-sided activity cards, and an activity guide.

PLAYMONSTER Craft-tastic Make a Friend Koala | Ages: 4+ MSRP: $19.99 | Available: Now Following the simple instructions, kids can stitch up and dress up a Koala friend with this kit’s ready-to-wear clothes and easy-to-make accessories.

It comes with a drawstring bag, felt pieces, glitter foam, plastic beads, metal rings, yarn, ribbon, and more for kids to create their new friend.

FUN EXPRESS Cool 2 Create Pre-Packaged Craft Kits Ages: 3+ | MSRP: $3.99 Available: Now These craft kits are available in a variety of styles and come individually prepackaged with instructions. Retailers can order them to stock on clip strips, power panels, end caps, inline displays, and more.

RAINBOW LOOM CREATE A CASTLE BuildMaster Indoor Mystery Bag Ages: 6+ | MSRP: $14.99 Available: Now Kids can build sand castles indoors on a year-round basis with Castle Magic Sand — a proprietary compound that doesn’t dry out. Each mystery bag comes with sand and a collectible castle mold piece. Once playtime is over, the compound can be stored in the resealable, mess-free bag.

Loomies 2-Pack DIY Characters | Ages: 7+ MSRP: $5.99 Available: July 2023 Kids can create their own Loomies figurine using the included frame, rubber bands, and tools. Each figurine comes with interchangeable, themed accessories for customizing the characters. This set comes with enough materials for two figures.

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D

on’t call it a comeback, they’ve been here for years.

Slot cars raced onto the scene in 1912 when the Lionel Train Co. first introduced the idea of a four-wheeled vehicle riding a center-aligned rail set between the toy train tracks the company was known for. While the concept wasn’t an immediate hit and Lionel shifted its focus back to trains a few years later, decades of evolution dropped the green flag for a slot racing boom.

The speed-obsessed era of the 1960s and ‘70s saw brands like Scalextric, Aurora AFX, and Carrera jockeying for retail positions in toy departments and hobby shops. As with many classic toys, the popularity of slot car racing hit a decline, but TYCO stepped in with new innovations to carry the concept into the ‘80s. The company issued elaborate sets that featured tracks that ran up walls, had glow-in-thedark features, or tapped into mainstream trends and pop culture licenses. When Hollywood turned its attention to the

1966 Batman TV Series Batmobile | Source: Scalextric

world of big rigs through films and TV series like Convoy and B.J. and the Bear, TYCO launched U.S.-1 Electric Trucking.

“We are seeing continuous growth for the category, fueled by a demand for more toys that can be enjoyed by the whole family. ” - Frank Tiessen, President & CEO Carrera Revell of Americas

While the mainstream hype soon faded, slot cars kept on going, fueled by a growing number of adult enthusiasts — kidults before “kidults” were a thing.

And, like the wheels of each electric- or battery-powered car, the industry kept on turning with cyclical trends. By the late ‘90s, a five-year cycle began, in which headlines hyping a slot racing “comeback” or “resurgence” started popping up on a regular basis and haven’t stopped since. But something unexpected was about to hit the nitrous button for the entire slot car industry: a global pandemic.

GETTING BACK ON TRACK “I think the pandemic has helped the ‘stay-at-home’ type of hobby,” explains Dave Kennedy, Publisher of Slot Car News. “I had spoken with a number of slot car dealers who said they had ‘Christmas levels’ of sales volume during the pandemic. I think enough of that momentum has carried over — so far — that the hobby has seen more growth since then.

Simon Owen, Head of Brand for Scalextric at Hornby Hobbies, agrees that global chaos sparked a need for highspeed comforts. For some consumers, it was a nostalgia play, but for others they were getting in on the action for the very first time.

“In the UK, Scalextric has tremendous power as a brand name, and we saw many consumers coming back to the brand to reconnect with their own children in a time where they suddenly found themselves spending more time with them,” Owen says. “Since then, the sheer breadth of car options and the accessibility of the hobby has, in my mind, allowed the activity to flourish.”

When it comes to accessibility in the U.S., Carrera is leading the charge in offering affordable, entry-level sets for a young generation of racers. Frank Tiessen, President and CEO of Carrera Revell of Americas, says that the 60-year-old

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company has found success balancing its assortment for kids and adults.

“The past two years have been absolutely outstanding for the Carrera brand,” Tiessen says. “Our licensed Carrera First sets really introduced preschoolers to slot car racing and it seems as if a lot of them are staying with it. Of course, we have our core of hobby-grade fans, and even there we have seen a very nice and steady increase over the past few years.”

Carrera First includes sets inspired by brands such as Peppa Pig, PAW Patrol, Disney and Pixar’s Cars, and Nintendo’s Mario Kart. Carrera Go!!! offers features for kids ages 6 and up, and the brand has extensions that appeal to tweens, teens, and adults. Similarly, Scalextric’s latest licensed offerings tap into iconic franchises such as Back to the Future, The Blues Brothers, Knight Rider, Batman, and more. Round2’s Auto World brand, founded by late industry legend Oscar Koveleski, even struck a deal with Mattel to offer a range of slot cars and track sets under the Hot Wheels brand for instant consumer recognition.

RACING INTO RETAIL Kennedy, a former sales executive for both Scalextric and Carrera, has extensive connections in the slot car industry including manufacturers, distributors, and a vast network of mass, specialty, and hobby retailers. He says that retailers

Slot car racing offers a fun past time for kids of all ages. | Source: Hornby Hobbies

looking to expand into the slot racing category can position the track sets like a gaming system. They can sell a traditional analog or a modern digital (with speed controls and more options) set and look at additional cars or accessories as add-ons to keep customers coming back.

“Think of these as investments like an Xbox or PlayStation,” he says. “The cost of a basic system is $500 and the individual games cost $45-50. Consumers understand this pricing now, and they regularly accept buying a new gaming system every few years and games to add to it at about the same price as adding 1:32-scale slot cars to a track set.”

One thing that everyone agrees on is that licensing will be the key driver in attracting and retaining slot car enthusi-

asts in the years to come. Whether it be a hot new property or an evergreen brand with nostalgic roots, the combination of entertainment and top automakers still takes the checkered flag when it comes to racking up sales at the cash register. As for the future, Tiessen says it’s all about balancing the business as he teases more excitement on the horizon.

“On the toy side of the business, we will continue introducing new licenses like we did this year with Peppa Pig,” he says. “On the hobby side, it means releasing new authentic replicas from all the famous car manufacturers. There will be more to come, and we think that by Toy Fair in New York this fall, we will be able to make a big announcement.”

Race on! 

An assortment of recent products from Carrera, Auto World, and Scalextric.

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Source: Hornby Hobbies

VEHICLES & R/C HORNBY HOBBIES Scalextric 1980s TV — Back to the Future vs Knight Rider Race Set Ages: 8+ | MSRP: $219.99 | Available: Now Crank up the nostalgia by racing the DeLorean Time Machine from Back to the Future against K.I.T.T. from Knight Rider. This slot racing set includes a pair of 1:32-scale cars, a power supply, and 17 feet of track. Both K.I.T.T. and the DeLorean have working light features.

BASIC FUN! Tonka Steel Classics Farm Truck | Ages: 3+ MSRP: $24.99 | Available: Summer 2023 Kids can get the job done in style with this new Farm Truck made with cold-rolled steel. The truck measures nearly 14 inches long and features moving parts for rugged indoor or outdoor play.

THE TOY NETWORK Die-Cast Vehicles Assortment Ages: 3+ | Available: Now A real Bugatti can cost between $1.7-19 million, but specialty retailers can offer their customers a replica at a fraction of the cost. The Toy Network offers more than 200 die-cast vehicles, inspired by Bugatti, Ferrari, Lamborghini, BMW, and more. See the collection at ASTRA Marketplace & Academy in Booth No. 1343.

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CARRERA REVELL OF AMERICAS Carrera Evolution Speedway Champions Slot Car Racetrack Ages: 8+ | MSRP: $229.95 | Available: Now This complete slot car set comes with everything that kids need to start racing right out of the box, including two 1:32-scale cars — Ford Torino Talladega No.48 and Dodge Charger 500 No.1 — with working lights, a pair of speed controllers, and 24.7 feet of high-banked analog racetrack. The Speedway Champions set is expandable with additional pieces and accessories sold separately.

SUNNY DAYS ENTERTAINMENT Maxx Action 3-N-1 Maxx Recycler Ages: 3+ | MSRP: $39.99 Available: Fall 2023

STOMP ROCKET Stomp Rocket Rescue Racers Ages: 5+ | MSRP: $34.99 | Available: Now

This interactive recycling truck is more than 14 inches long and comes equipped with flashing lights, sounds, and motorized forward and reverse drive. Kids can use the onboard joysticks to lift the dump dumpster or empty the detachable garbage can. It comes with 15 trash accessories.

Kids can learn about force, momentum, and more with this STEM.org-authenticated, air-powered vehicle set. This set includes two Stomp Launchers, two Rescue Racers (a fire truck and a police car), two tunnels, and decals for customization.

JADA TOYS Punch Buggy Die-Cast Assortment | Ages: 8+ MSRP: $4.99-17.99 Available: Summer 2023 Kids and collectors can enjoy the summer vibes of these officially licensed Volkswagen Beetles (pictured) and Buses in 1:24, 1:32, and 1:64 scales. Each vehicle is made of die-cast metal and features premium rubber tires and deco.

BRIO BRIO Turbo Train | Ages: 3+ | MSRP: $59.99 Available: Now Kids can crank up the speed with the fastest train in BRIO World. The battery-operated toy train features a turbo boost button that activates a 5-second, double-speed mode during which the white lights along the sides of the engine change to a cool blue.

NIKKO Dino Truck R/C | Ages: 6+ | MSRP: $50 | Available: Fall 2023 This high-speed, dinosaur-inspired R/C truck has a splash- and dust-proof chassis so that kids can tackle mud, sand, dirt, and snow. It features a quick-charge, 6.4V USB rechargeable LiPO battery.

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Keyona Boho Ballerina dolls Source: Jayla’s Heirlooms

DOLLS MADAME ALEXANDER DOLL CO.

JAYLA’S HEIRLOOMS

Hugs and Giggles Dolls Ages: 1+ | MSRP: $44.95 Available: Now

Keyona Handmade Heirloom Doll Ages: 3+ | MSRP: $49.99 Available: Winter 2023

Each 13-inch, soft-bodied doll is dressed in a pink tunic with floral accessories. The doll can suck its finger or thumbs adding to the realistic play experience. This line is available in multiple variations that feature different skin tones and eye colors.

The Keyona doll wears a rose colored, ballerina-style tulle dress and has a signature puffs hairstyle. The 18-inch doll is crafted from linen fabric and features articulated legs and arms. Each doll is handmade by female artisans in small batches in the Philippines.

COROLLE Corolle Girls Shopping Surprise Dolls Ages: 4+ | MSRP: $33.95 Available: Now The Corolle Girls represent four friends, each with their own unique personality and passions. Each of the four dolls — Valentine, Melody, Luna, and Zoe — comes dressed in a casual outfit and includes a surprise box containing a dress, a tote or a backpack, a pair of sunglasses, and three barrettes.

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DOLLS IMC TOYS

JAZWARES

Cry Babies Magic Tears Tropical Beach Babies | Ages: 3+ MSRP: $9.99 | Available: Now

Cabbage Patch Kids Costume Kid Mermaid Ages: 3+ MSRP: $31.43 Available: Now

Kids can collect more than 12 characters from the Tropical World. Each doll comes dressed in a beachy outfit and includes more than eight accessories and surprises to unbox and collect.

This 14-inch mermaid wears a sparkly tail and has a top with pink, purple, teal, and yellow highlights. Each Cabbage Patch Kid comes with an official birth certificate and adoption papers from Babyland General Hospital.

MINILAND Miniland Native American Girl Doll | Ages: 3+ | MSRP: $46.98 Available: Now Designed with feedback from U.S. Native American tribes, this doll has long, rooted hair that is braided on each side. She comes dressed in under clothes and can wear any 15-inch Miniland clothing.

SURPRISE POWERZ Surprise Powerz Dolls | Ages: 2+ | MSRP: $49.99 Available: Now Each of the four Surprise Powerz dolls comes dressed in an outfit reflecting an area of expertise within the worlds of science, technology, engineering, and math (STEM). A collection of 75 included phrases, songs, and sound effects adds to the play value.

DOLL FUN Girls Around the World Ages: 3+ | MSRP: $39.99 Available: Now This 18-inch doll collection features girls from different parts of the globe: Emily from Asia, Hanna from Africa (pictured), Isabella from South America, Katie from Australia, Mila from Europe, and Olivia from North America.

JOEYDOLLS Joeydolls Asian Cultural Doll Assortment | Ages: 0+ MSRP: $55 each Available: Sept. 1, 2023 Kids can collect six dolls that each represent different Asian cultures and traditions. Each doll features an elegant outfit and an embroidered face.

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BACKSTORY

by MADELEINE BUCKLEY, Senior Editor

A

s legend has it, Beatrice Alexander Behrman first marched herself into FAO Schwarz back in 1923. Better known to history as Madame Alexander, this determined saleswoman was visiting the iconic toy store with one goal: to make the first sale of her handcrafted dolls. She succeeded.

It’s only fitting, then, that the Madame Alexander Doll Co. — which Behrman founded that same year and is still in business today — hosted its largest 100th-anniversary event at the current FAO Schwarz flagship store in New York City earlier this year.

The FAO Schwarz story is one of many legends surrounding Behrman. Another, according to David Morgenstern, Vice President of Sales at Madame Alexander, is that Warner Bros. cast actress Vivian Lee in Gone with the Wind primarily because she resembled Madame Alexander’s popular, book-inspired Scarlett O’Hara doll. “I don’t think that’s true,” Morgenstern admits. “But it’s a good story.”

What is certainly true, however, is that Madame Alexander had a significant impact on the dolls category and the toy industry at large. It would be impossible to fit all 100 years of Madame Alexander’s history onto these pages — Behrman’s innovations alone are a staggering list.

She popularized “sleep eyes” (doll eyes that close when kids lay down the doll) and rooted hair; launched some of

the first-ever, officially licensed toys for literary and entertainment properties, including Alice in Wonderland, Gone with the Wind, and Little Women; and debuted Cissy, the first fashion doll in the U.S. In addition to being an industry disruptor, which earned her induction into the Toy Industry Hall of Fame in 2000, Behrman was one of the first women in the U.S. to start her own business. David Niggli, Chief Merchandising Officer at FAO Schwarz, highlights this when describing the dollmaker.

“Our tagline for the last 15 or 20 years is ‘Love is in the details.’ It really applies on a daily basis to what we do.”

- David Morgenstern, Vice President of Sales, Madame Alexander

“I was lucky to have met Madame Alexander and came to realize what a pioneer she was in the toy industry,” he says. “Celebrating the 100th anniversary of Madame Alexander at our flagship store during Women’s History Month is so significant.”

But perhaps most notable among

Behrman’s contributions was her work in materials. She replaced the porcelain bodies that had always been the standard in dolls, first with cloth and later with plastics. According to company legend, Behrman grew up in her father’s fix-it shop, watching young girls bring him their broken porcelain dolls, which were not easy to repair. “And the little girls were crying,” Morgenstern, who has been with Madame Alexander for 26 years, says. “And she really wanted to make something that would last and be a little bit more durable.”

Generally, he adds, Behrman looked at dolls as more than toys. She saw them as a learning opportunity, teaching kids skills such as etiquette and how to dress themselves, or introducing them to different places in our world and characters from the world of literature.

Another hallmark of a Madame Alexander doll? The attention to detail.

Morgenstern recalls when he first joined the company, and the office was still in Harlem, New York. Every doll, he says, had double stitching on the bottom of the dresses, removable clothes, the Madame Alexander logo inside each shoe, and a hang tag inside every hat. And that sentiment hasn’t changed.

“I can still take a look at a simple $15 or $20 retail baby doll or one of our $300 or $400 collectible dolls, and the same type of stitching is in every one of the

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dolls,” he says. “Our tagline for the last 15 or 20 years is ‘Love is in the details.’ It really applies on a daily basis to what we do.”

This commitment to quality, durability, and detail ultimately made Madame Alexander dolls long-lasting toys. While that was Behrman’s hope, an unintended side effect was that the dolls became collectible. According to Morgenstern, she wanted kids to play with the dolls, not sit them on a shelf.

However, that unintentional side effect is the fuel that has kept Madame Alexander going for so many decades.

Back in 1961, the company sanctioned the charter for an official Madame Alexander Doll Club, which remains active to this day. The organization hosts an annual convention, has an official publication called The Review, and offers doll lovers an opportunity to connect.

Plus, the long-lasting dolls — and a love for them — are passed from generation to generation. This was on display in a Season 2 episode of the Hulu series The Kardashians last year. In the show, reality star Kris Kardashian saw Madame Alexander dolls in a toy store, proclaimed them to be her favorites, and bought six of them on the spot for her granddaughters.

While this was a mainstream moment of exposure for the brand, Morgenstern says that kind of buzz is rare. Instead, he says, love for

The Madame

Madame Alexander grows more organically.

“It’s grassroots,” he says. “It’s women all over the U.S. who have grown up with these dolls that want to pass ‘em on from generation to generation.

And men, too. So it’s not the flash in the pan, it’s not the biggest star that’s advocating your product.

It’s just the hundreds of thousands of women over the years that have bought Madame Alexander dolls and still cherish them.”

That ongoing dedication from consumers and collectors has also A young Beatrice Alexander Behrm an, aka Madame Alexander fueled the brand’s Source: Madame Alexander year-long 100th-anniversary celebration, which the company has been planning for more than three years. exander anniversary exhibit at the Strong In addition to April’s media event at FAO National Museum of Play in Rochester, Schwarz, dozens of smaller, specialty New York. toy stores will host anniversary events According to Michelle Parnett-Dwyer, throughout this year. There are also a Curator of Dolls and Toys at The Strong, variety of limited-edition centennial dolls the exhibit is filled with “gems,” including slated for release and even a Madame Aldolls from throughout the company’s history. Highlights include Cissette in Black Velvet Toreador Pants, a W.A.A.C. Doll, and Cissette as Jacqueline Kennedy.

“With Madame Alexander turning 100, it only made sense for the museum to look back at its important history and share some of the dolls in our collection,” she says. “Beatrice Alexander was an industry trailblazer. …. Her iconic dolls and their intricate fashions document history and the evolving culture.”

And over the course of a century, culture has certainly evolved. As with any long-standing company, Madame Alexander has adapted and changed to stay relevant in the modern era.

For example, Madame Alexander dolls were once, in Morgenstern’s words, the darlings of Play l Museum of Strong Nationa | Source: The it hib department stores. “They were ex ary der annivers

Alexan

continued on page 91

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Source: Funko Games

GAMES & PUZZLES WINNING MOVES GAMES Insert Card Here | Ages: 8+ | MSRP: $12.95 | Available: Now In this card game, players must insert their card between two other cards — one that’s lower in value and one that’s higher. Things move fast as the high and low cards in play change quickly and other players introduce reverse and wild cards. The first player to play all their cards wins the game.

ARCADE1UP Infinity Game Board Ages: 3+ | MSRP: $499.99 Available: Now The Infinity Game Board is a portable and easily accessible digital board game experience. The compact device is preloaded with more than 100 popular board games and activities.

Additional games and activities from top publishers, including Hasbro and Asmodee, are available to download.

FUNKO GAMES Star Wars Rivals Series 1: Premier Set Ages: 7+ | MSRP: $19.99 Available: Mid 2023 This expandable game puts players in command of the battle between Dark and Light as they assemble their forces and outmaneuver their enemies to duel for strategic control. It features more than 20 characters and dozens of iconic locations from Star Wars. The Premier Set includes four exclusive characters and 12 unique locations. Character Booster Packs are also available (sold separately).

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SUPER IMPULSE World’s Smallest Games | Ages: 8+ MSRP: $5.99-7.99 | Available: Now This collectible line features classic games that fit the palm of players’ hands. Each game plays just like the original, full-size version and all of the pieces fit inside the game for easy storage. New games for this year include Sorry!, Mousetrap, Battleship, Beer Pong, Trouble, Trivial Pursuit, Playing Cards, and Pickleball.

BLUE ORANGE GAMES

RAVENSBURGER

Wonder Woods | Ages: 8+ MSRP: $24.99 | Available: Now

Puzzle & Play | Ages: 3+ MSRP: $14.49 | Available: Now

In this light deduction strategy game, players use bluffs and assumptions to find the mushrooms that they think will be worth the most at the end of the game. They harvest porcini, morels, chanterelles, and more that are all illustrated on wooden tokens. When it’s time for players to reveal each mushroom token’s value, they count what their harvest is worth.

The player with the most points wins the game.

Kids can create an imaginative adventure world using the two included 24-piece puzzles, cardboard cutouts, and story booklet. As kids construct the puzzles, they can read the included story and play with the themed characters. They can also combine the different sets (sold separately) to create a large, immersive adventure world.

UPPER DECK Space Jam A New Legacy: Serververse Showdown Ages: 6+ | MSRP: $24.99 Available: Now In this card game, 2-6 players try to build a basketball squad in order to escape the Serververse. As they play card combos to score points or bench opponents, the Hacked cards can change the rules and conditions for winning. Inspired by last year’s Space Jam: A New Legacy, this game features features both Looney Tunes and real basketball players.

WIZARDS OF THE COAST Dungeons & Dragons Keys from the Golden Vault Ages: 12+ | MSRP: $49.95 | Available: Now The latest iteration in the Dungeons & Dragon’s franchise features 13 new, heist-themed adventures in which players take on missions from a mysterious organization known as the Golden Vault. Players complete the stories as one-shots or link all 13 together into a campaign.

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GAMES & PUZZLES FOXMIND

By The Book | Ages: 8+ | MSRP: $19.95 | Available: Now In this stacking puzzle game, kids put together a perfectly balanced bookshelf for a furry friend using reasoning and visual perception. The set features 40 gradually progressing challenge cards that players must re-create with the bookshaped pieces and find the solution to keep everything balanced.

THAMES & KOSMOS Inside Job Ages: 10+ | MSRP: $19.95 Available: May 2023 In this game, players act as a group of secret agents who must work together to complete missions.

However, one player is a hidden insider, sabotaging the missions and collecting secret information along the way. The trick-taking card game is designed for 3-5 players.

FANROLL DICE Misfit Metals | Ages: 5+ MSRP: $24.99 | Available: Now This random assortment of metal dice features light scratches or cosmetic imperfections that do not affect rolling. The 16-millimeter dice are made with solid zinc and plated with polished nickel.

Each set includes seven dice: a d4, a d6, a d8, a d10, a d10 (00-90), a d12, and a d20.

PLAYMONSTER The Magical World of Disney Trivia: 100 Years of Wonder Ages: 6+ | MSRP: $49.99 | Available: Now This limited-edition version of The Magical World of Disney Trivia game features platinum and white details and original Disney and Pixar sketch art. With questions spanning Disney titles from Steamboat Willie to Encanto, this trivia game features cards for fans of all ages, so the whole family can join. Players navigate the board as iconic Disney and Pixar characters while visiting 3D points of interest and racing toward the finish line to be named the game’s Ultimate Disney Trivia Master.

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SMIRK & DAGGER GAMES Tesseract | Ages: 14+ | MSRP: $54.99 | Available: June 2023 In this cooperative puzzle game, players take turns manipulating the 64 colorful dice that make up a cube, which is called the Tesseract and sits on a rotating platform. Players must adjust the values of the dice by transferring them between labs and isolating them into the Containment matrix. To win the game, players must fill the matrix with 24 dice – one of each color and value.

EEBOO Very Long Puzzles | Ages: 3+ MSRP: $21.99 each | Available: Now These puzzles feature an extra-long format and 36 pieces for kids to put together. They can choose from two styles: Musical Parade (pictured), which features a colorful array of animals and more than 30 musical instruments, or Alphabet Train, which features animals for kids to discover as they build and learn their ABCs.

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GAMES & PUZZLES THINKFUN ASMODEE

Disney WordARound | Ages: 10+ MSRP: $14.99 | Available: Now ThinkFun’s fast-paced card game challenges players to see who can read the word-wheel the quickest. In this travel-friendly game featuring characters including Mickey Mouse, Simba, and Moana, players must use their Disney trivia knowledge to recognize the words and be the first to call them out.

The Number Ages: 8+ MSRP: $14.99 Available: Now This strategic game with a Japanese minimalist design philosophy is simple to learn yet challenging to play. Players must secretly write a number from 0-999 and reveal it to earn points. Matching numbers between players results in no points for anyone.

WHAT DO YOU MEME? The Squishmallows Take 4 Card Game | Ages: 8+ MSRP: $14.99 Available: Fall 2023 The Squishmallows Squads get competitive in this quick-thinking card game. Players compete in each round to get four cards of the same squad and build a full Squishmallows Squad using observation and conversation skills.

HASBRO Monopoly Prizm: NBA Edition Game Ages: 8+ | MSRP: $39.99 | Available: Aug. 1, 2023 Basketball fans can collect, trade, and compete in this Panini NBA trading card version of the classic Monopoly Game. Instead of buying properties, players draft NBA players and seek to take control of NBA games while collecting bonus points along the way. The player with the most points wins the game.

ALL THINGS EQUAL Loaded Questions Greatest Hits (26th Anniversary Edition) | Ages: 10+ | MSRP: $19.99 | Available: Now Loaded Questions gets an update with new content, a refreshed design, and streamlined gameplay. Across three rounds, players earn points by guessing which player said which answer and writing their favorite answer to 300 new and classic Loaded Questions. In addition to the largeformat playing cards, the game includes a custom die; an answer/score pad; and six monogrammed, erasable pencils.

The box top doubles as a dice-rolling area.

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FAT BRAIN TOYS Mr. Bendy | Ages: 8+ MSRP: $24.95 | Available: Summer 2023 Mr. Bendy is anything kids can imagine — depending on how quickly they can craft. Players flip over a card and then try to turn Mr. Bendy into whatever is on the card using the included bendy sticks. Teammates need to guess what he is before time runs out.

THE LEARNING JOURNEY INTERNATIONAL Match It! Head to Tail Dinos | Ages: 3+ MSRP: $12.99 | Available: Now This set of 20 dinosaur puzzle cards introduces kids to prehistoric creatures. Each card features a picture of a dinosaur’s head, mid-section, or tail, and kids can connect the three matching heads, mid-sections, and tails to complete one dinosaur puzzle. No two puzzle cuts are the same, so the puzzles are self-correcting.

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T

he great outdoors remains the oldest playground and most traditional educational tool for parents everywhere. In recent years, some parents have felt that their kids are interacting less with nature and more with screens, prompting them to seek toys that cater to their kids’ instinctual need to get outside and explore. A study by JAMA Pediatrics revealed that kids’ average screentime

Kids can find buried treasure with the National Geographic Junior Metal Detector | Source: Blue Marble

rose 52% following the COVID-19 lockdown. Additional data shows that kids developed an aversion to physical activity after the lockdown.

“We can’t forget that many of our current cohort of kids went through an extreme period of isolation and disconnection these last couple of years … their imagination is bigger than the biggest room in the world can support,” explains Jordan Willing, CEO of Blue Marble, maker of National Geographic STEM-based activity kits. “Nature offers surprises under every rock as well as the chance to experience the greater connection we have with our planet. When you look at most kids’ secret stash of favorite treasures, you’re much more likely to find rocks, shells, and feathers than you are to find manufactured toys.”

Toys that center on nature and outdoor exploration have been a long-standing staple in many homes and classrooms.

“Screens are an undeniable part of our education and workplace, but there are so many formative experiences that can only be found outdoors,” Willing explains.

“Outdoor play provides opportunities to

develop social and emotional skills with other kids, such as problem solving, turn taking, safe risk taking, and mindfulness.”

Creating science kits involves focusing on the play pattern, finding topics and concepts that kids gravitate to naturally, and developing an organically educational experience. Nature-inspired kits can prompt kids to learn about experimentation, weather cycles, forming a hypothesis, and caring for another living creature.

CLASSIC PLAY & NEW IDEAS MGA Entertainment’s Little Tikes has brought kid-friendly outdoor toys like the iconic Cozy Coupe to neighborhoods for decades. This year, the company is offering a new line of vehicles geared toward inquisitive kids and the caregivers who are desperate to get them outdoors. Each Little Tikes Big Adventures set includes a transforming vehicle that features working exploration tools, like binoculars or a compass. Little Tikes Vice President of Global Marketing Mark Morse says that the line was designed to support “a sense of wonder and exploration” as kids explore and “find the incredible stuff in

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their own backyard.”

Kids who really want to get their hands dirty can find more realistic nature kits waiting for them. Companies like Froggy’s Lair, Thin Air Brands, and Insect Lore offer products that teach scientific concepts that are best learned through hands-on experiments. But bringing nature into homes isn’t always simple, as some parents are averse to the process of setting up a kit, or to the idea of their young one taking care of a living critter.

With that in mind, companies intentionally develop products that are fun, educational, and easy to maintain.

“We went through about a year’s worth of testing to get our African Dwarf Frog BioSpheres working in a way that would allow low maintenance,” explains Ryp Walters, Head Zookeeper at Froggy’s Lair, a company known for its frog habitats. “Our biological filtration does the magic and also brings a science aspect to the product that has educational value.”

Even Insect Lore, which is known for its Butterfly Garden Kits, attests to the processes used to ensure its products remain kid-friendly, low maintenance, and educational. “When Insect Lore first imagined the world’s first Butterfly Growing Kit more than 50 years ago, we did so with several criteria in mind,” explains Marc McManamna, Vice President of Biology at Insect Lore. “Foremost was the desire for families to be able to experience real metamorphosis up close. Second, the integrity of the biology had to work as well as it does in the natural world. And third, was the insistence that we would not harm the insects, or negatively impact any aspect of the environment.”

Families cannot replicate the experience of exploring nature with screens or social media, though they do have their appeal and place in educating and socializing kids. TJ Simmons, Vice President of Sales at Thin Air Brands, believes that screens have an essential role in kids’ development, but feels that getting kids outdoors has become challenging. “What’s becoming increasingly more difficult is getting kids outdoors and active and engaging with nature, and I think that’s a big piece of what our products do is help

Little Tikes Big Adventures sets combine vehicle play with working STEM accessories. | Source: MGA Entertainment

bridge that gap,” Simmons says.

Thin Air produces products like the Bug Vacuum, a gentle but sturdy vacuum that can suck up a heavier bug or a lighter one without causing it any harm. The vacuum features a magnifying glass so kids can observe their bugs in detail.

And it’s not just parents that are interested in incorporating more nature into their kids’ play experiences: Educators are using nature-inspired kits and playsets to teach kids more about science and taking care of the world around us.

“We have teachers that put ‘em into a quiet corner to help kids relax,” Walters explains in relation to the Froggy’s Lair BioSpheres. “They also incorporate ‘em into their classrooms as a zookeeper of their week.”

GAINING MOMENTUM Interest and demand continue to rise for products that offer kids an intimate experience with nature and bugs, a fact that was exemplified in the Stat Shot column of last November’s issue of The Toy Book, in which Blue Marble and Insect Lore secured three of the top five spots for scientific toys.

The appetite for nature could very well be a lingering side effect of the isolation that kids experienced over the last few years. “The pandemic almost pushed us a little bit more toward an electronic world,” McManamna explains. “It’s easy to sort of get stuck on a phone in a room and get lost for hours on social media.

So we just thirst, both among kids and

just among everybody, to be able to feel like there’s more live interaction, more connection with animals, with nature, with the outdoors, getting that fresh air, getting that movement, and really remembering that the world is a lot bigger than the computer screen or the cell phone screen.”

According to Little Tikes’ Morse, the sales boom for his company’s products started during the pandemic as parents felt the immediate need to get kids outside. “It was ‘Oh shoot, the kids are home.

How do we get ‘em outside? How can I get 30 minutes of peace and quiet while I do my work and keep them entertained?’ So we certainly saw a run in 2020 and 2021 that’s been maintained,” he says.

Nevertheless, as technology advances and becomes more of an integral part of kids’ lives, it’s important to continue to quench the thirst for knowledge that only nature can provide. Encouraging physical activity, scientific thinking, and compassion for nature and animals are all great benefits to outdoor play and honestly, sometimes kids just need to sit less and play more.  Annabelle Canela is an Editorial Assistant at The Pop Insider, The Toy Insider, and The Toy Book.

When she’s not writing about her favorite toys and fandoms, she loves creating poetry, taking her puppy to the park, and chefing up new creations in her Brooklyn kitchen. This New York City native has traveled all over the Caribbean, including to her family’s home country of Dominican Republic.

Naturally, she does it all por mi gente.

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Big Wheel 16-inch Big Spin Source: Schylling

RIDE-ONS RADIO FLYER

SCHYLLING

Flyer Extreme Drift Go-Kart | Ages: 5+ MSRP: $429.99 | Available: Now

Big Wheel 16-inch Big Spin | Ages: 3+ MSRP: $99.99 | Available: Now

Kids can experience the excitement of racing in their own neighborhood with this 36-volt, battery-powered go-kart. It is ergonomically designed with a low center of gravity and has high-grip front tires and slick rear wheels for drifting action.

The kart has a safety flag and features three forward speeds: 5, 8, and 11 mph.

The original Big Wheel, a staple of neighborhood adventures for more than 50 years, is back this year as part of the Schylling portfolio. The 16-inch Big Spin features the iconic “big wheel” in the front and a pair of sidewalk-hugging low and steady wheels in the back. When kids pedal fast and pull the lever on the side of the seat, the Big Wheel performs its signature spin-out action.

GLOBBER Globber Learning Bike 3 in 1 | Ages: 1+ MSRP: $149.99 | Available: Now Toddlers can develop coordination while staying active and entertained with this bike that grows along with them. Parents can transform the bike from a rideon to a learning bike to a walking bike in three different stages to grow with kids up to 3 years old.

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FLYBAR NERF Blaster Pedal Car | Ages: 8+ | MSRP: $199.99 Available: September 2023 This pedal car comes with a battery-powered, mechanical, dual NERF blaster and authentic NERF darts.

The cart itself slows down and stops with a hand brake and has an adjustable seat allowing the pedal cart to grow with the rider.

POOL CANDY Jet Runner | Ages: 8+ MSRP: $149.99 | Available: Now This kid-friendly pool float features a battery-powered motor and a three-blade propeller activated by a push button thruster. The 66-watt motor can carry riders ages 8-12 or up to 100 pounds. It requires 8 D-cell batteries, not included.

DROYD Droyd Romper | Ages: 3+ MSRP: $139 | Available: July 1, 2023 This electric tricycle was developed specifically for kids ages 3-5 and comes equipped with Droyd’s parental speed control mechanism. Romper is powered by a brushless motor drawing energy from a 24V lithium battery.

The trike’s large front wheel is lit by bright, colorful LED lights. Romper achieves a max speed of 5.5 mph, with an estimated 12 miles of range on a single charge.

DYNACRAFT Spider-Man Techno Racer 6V Ride-on Ages: 18 MOS+ | MSRP: $74 Available: August 2023 This toddler quad is inspired by Marvel’s Spidey and His Amazing Friends and features light-up eyes and easyto-use, push-button acceleration on the handlebar. It can reach a top speed of 2 mph and is recommended for kids ages 18 months and up or under 40 pounds.

MOBO CRUISERS Mobo Spin Drifter | Ages: 5+ | MSRP: $129 | Available: Summer 2023 This cruiser tricycle features a patented mechanism that combines spins with controlled steering for a fun and safe ride. Kids can hone their hand-eye coordination and muscle strength while riding in forward and reverse. Adults can modify its adjustable frame as kids grow.

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Source: YuMe

PLUSH SQUISHABLE

YUME

Alter Ego Coffee — Rainbow Ages: 0+ | MSRP: $15 Available: June 2023

DZNR Transformers — What’s Inside Edition | Ages: 0+ MSRP: $14.99 | Available: Now

There is no pot of gold at the end of this rainbow — this one springs from a freshly brewed cup of coffee.

This Rainbow Coffee plush joins Series 4 of Squishable’s collectible Alter Ego line.

Dive into ‘80s nostalgia with these Transformers Generation 1-inspired mechanical aliens reimagined into collectible plush. The signature DZNR split design displays each Transformer and their internal and external workings. Each comes in a unique display box.

MOOSE TOYS Magic Mixies Magical Gem Surprise Cauldron Ages: 5+ | MSRP: $19.99 Available: July 15, 2023 This smaller size, non-electronic cauldron packs Magic Mixies-level magic into a creation process that fizzes, bubbles, and pops to “create” one of four new Mixie Plushies: two red fire Mixies and two blue Water Mixies. The cauldron comes with fizz powder, a naming scroll, and a pipette wand to mix the potion.

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IPLAY ILEARN

STEIFF

Hide and Seek Stuffed Animal Ages: 0+ | MSRP: $19.99 Available: Now

My First Steiff Hoppie Rabbit Musical Pull Toy | Ages: 0+ MSRP: $37.95 Available: Now

This 12-inch soft plush toy comes with long arms so parents can play a game of hide-and-seek with babies.

Choose from a variety of characters, including a monkey and a dinosaur (pictured).

TOMY Club Mocchi-Mocchi Piranha Plant | Ages: 3+ MSRP: $34.99 Available: Now This 15-inch pillow Piranha Plant toy is inspired by Super Mario Bros. It features an extra squishy texture.

Hoppie Rabbit is one of Steiff’s best-selling styles for kids, and now, it’s available in a classic music box version for infants. When parents or babies pull the string, the rabbit will play a peaceful lullaby.

This handmade Hoppie features the phrase “My First Steiff” embroidered on its paw pads and a signature “button-in-ear.”

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PLUSH HEADSTART INTERNATIONAL Recyclings Resoftables 100% Recycled Plush | Ages: 0+ MSRP: $7.99 | Available: Now Each Recyclings Resoftable Plush, as well as its bag clip, is made from 100% recycled plastic. Kids can collect a variety of characters, including a cake, a cactus (pictured), doughnuts, unicorns, a penguin (pictured), and pandas.

ISCREAM

EOLO

Furry Plush | Ages: 8+ MSRP: $39-43 Available: Now

Glowies Fireflies | Ages: 1+ MSRP: $24.99 | Available: Now These soft plush friends help kids drift off to sleep. Each plush features a series of lullabies and relaxing sounds, as well as a built-in timer that shuts off after 30 minutes. They also glow in the dark and can serve as a night light.

These furry, foodthemed pillows each feature five smaller, removable pillows.

The styles include a “Fri-yay” pillow with removable fries and a popcorn pillow with removable popcorn pieces. The smaller pillows fit inside a soft, faux-fur sleeve.

JAZWARES Bum Bumz — Retro Bumz Ages: 3+ | MSRP: $8.99 Available: Now Jazwares expands its range of collectible plush with Bum Bumz Retro Bumz. The new assortment of 7.5-inch, soft sensory plush toys includes a lava lamp (pictured), a yin-yang, a peace sign, and more.

MELISSA & DOUG Ice Cream Take-Along Toy Ages: 0+ | MSRP: $19.99 Available: Now This clip-on pull toy will entertain babies while stimulating their senses. It looks like a soft, smiling ice cream cone, but when they pull it down, it expands to four stacked scoops in different patterns, colors, and textures. When baby lets go, the cone vibrates and plays chiming sounds as it jiggles its way back to being a single cone.

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ADORA Cuddle Monsters Weighted Plush Ages: 3+ | MSRP: $19.99 | Available: Now These 7-inch plush characters feature soothing, built-in fidget toys in their paws, ears, and tails to provide sensory relief, as well as a 1-pound, weighted body to help kids relieve anxiety and stress. The assortment includes Bunny Hugs, Kitty Calm, and Happy Teddy.

ZURU Rainbocorns Fairycorn Princess Surprise Ages: 4+ | MSRP: $29.99 | Available: July 31, 2023 Each Fairycorn comes with more than 35 surprises for kids to unbox, including a princess tiara, a magic wand, a plush Princess Fairycorn, and wearable wings that both kids and Rainbocorns can wear. There are six Princess Fairycorns in the collection. Kids can peel the heart off the Rainbocorns to reveal what they love.

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PLUSH HUGIMALS Frankie the Cat Hugimal Ages: 2+ | MSRP: $59.99 Available: June 2023 Frankie the Cat joins the core four Hugimal plushies this summer. Frankie features a silvery blue color and a round head. Like the other Hugimals, Frankie hugs kids back with a soothing 4.5 pounds of evenly distributed weight.

LUKI LAB House Monsters | Ages: 3+ MSRP: $18.99 | Available: Now House Monsters are soft plush characters that aim to help assuage kids’ fears around their houses.

Choose from eight different monsters, including two new ones — Whirly, the washer monster, and Blushy, the bathroom monster.

FUN EXPRESS Cozykinz Stuffed Sensory Plush Characters Ages: 3+ | MSRP: $3.99 | Available: Now These squishy, sand-filled plush toys range in size from 4-6 inches and come in a variety of styles.

PMI Among Us Huggable Plush Ages: 8+ MSRP: $14.99 Available: Now Kids can collect four characters from InnerSloth’s mobile game Among Us in huggable form. Each crewmate stands 12 inches high.

MATTEL Star Wars Young Jedi Adventures Basic Plush Ages: 3+ | MSRP: $12.99 Available: Summer 2023 Kids can collect a range of 8-inch plush toys inspired by the new animated series Star Wars: Young Jedi Adventures. Kai Brightstar, Lys Solay, and Nubs feature series-accurate details and fun-to-touch fabrics for maximum Jedi snuggling.

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LEGO Star Wars Tenoo Jedi Temple Source: The LEGO Group

CONSTRUCTION GEOMAG GEOMAG Mechanics Motion FlyWheels | Ages: 7+ MSRP: $50 | Available: Now Kids can build models on top of the ball bearings and use the magnets’ repulsive forces to create motion without contact.

This 96-piece construction set is made with 98% recycled plastic.

Kids can also combine this set with other sets (sold separately) for even bigger builds.

CONNETIX TILES Connetix Rectangle Packs | Ages: 3+ | MSRP: $49-89 | Available: Now These construction packs feature long and short rectangles that encourage kids to explore STEAM concepts such as symmetry and patterns while improving their design and engineering skills. Kids can create 2D and 3D designs such as car parts, mazes, and board games.

The set is available in three color styles: Rainbow (pictured), Pastel, and Clear.

THE LEGO GROUP LEGO Star Wars Tenoo Jedi Temple Ages: 4+ | MSRP: $39.99 Available: July 1, 2023 Inspired by the new animated series, Star Wars: Young Jedi Adventures, this 124-piece building set comes with three LEGO Star Wars minifigures (Lys Solay, Kai Brightstar, and Master Yoda), a training droid, and a balance test. Each minifigure has a lightsaber for Jedi training. The temple features a levitating rock function, a kitchen with a buildable blue milk carton, bunk beds with a hinged ladder, two clips for lightsabers, and a crystal element. Kids can also build a toy speeder bike with space for all three LEGO minifigures.

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FAT BRAIN TOYS Trestle Tracks Premium | Ages: 10+ MSRP: $99.95 | Available: Holiday 2023 Trestle Tracks sets consist of hollow stacking cubes and flat tracks with cut-out paths that widen almost imperceptibly to propel the marbles forward. The Trestle Tracks Premium set comes with more cubes and tracks than previous sets. It also features trick tracks that catch, release, bounce, combine, swoop, and more.

THE LEARNING JOURNEY INTERNATIONAL Techno Gears Marble Mania — Twister (80+ PCS) Ages: 6+ | MSRP: $24.99 | Available: Now

LUKI LAB Pinxies Butterfly Hot Air Balloon Ages: 6+ | MSRP: $29.99 | Available: Now Designed to inspire storytelling, this set includes graphic paperboard panels, colorful plastic building links, accessories, and stickers that kids can use to build a hot air balloon. There are more than 135 pieces, including a character named Koral with two interchangeable expressions and two animal figures. After kids build the hot air balloon, they can decorate it with the stickers.

This set comes with more than 80 translucent pieces that kids can use to create an action-packed marble run. There is also a hand crank that kids can use to move marbles up the spiral lifter to the top of the twisting, turning tracks. Once kids build the marble maze, they can watch the marbles drop, spin, and roll through the tracks.

MARIOINEX Mini Waffle City Café Ages: 5+ | MSRP: $24.99 | Available: Now This set includes 80 elements that kids can use to assemble 2D and 3D shapes, such as a café with a garden. It also comes with two characters: Sylvia, the master of sweet pastries and the owner of the café, and Bart, a regular visitor. The building blocks are made in Poland and both the blocks and the packaging are made from renewable materials. The pieces are compatible with other Waffle City sets (sold separately).

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TALKIN’ TOYS

Toys Talkin’

BUILDING BUSINESS IS MORE THAN A GAME Q&A with Grand Prix International’s Tami Murphy, Tom Wetzel, and Alex Mackie Grand Prix International (GPI) is a project management group focused on manufacturing products in the toy and game industry. For the last 20 years, the company has worked on iconic products, becoming a one-stop shop that includes product safety testing, freight logistics, game design, sourcing, and more delivered with a holistic approach.

THE TOY BOOK: WHAT ARE THE ROOTS OF GPI? Tami Murphy: We love to joke that we were the best-kept secret in the toy industry, but in reality, our history in the toy and game industry goes back more than 40 years to our founder, John Fisher, and Milton Bradley (MB). John was a sourcing agent for MB and struck up relationships with Chinese factories. A little more than 20 years ago, John’s son, Mike Fisher, bought the business. Fast forward to 2018, Mike sold his second business, The Haywire Group, and its staff was folded into GPI and its design, development, playtesting, and graphic design services were added to the company.

TB: WHAT DOES TAKING A “HOLISTIC APPROACH” MEAN FOR GPI? Tom Wetzel: When we begin working with a customer we start with the understanding that each company is unique and will have its own approach to bringing a game to market.

We start with a conversation. We would like to know how they got into the game industry and what past experiences and connections they have. Then, we like to know what their approach will be for distribution and marketing once the game is a reality. This allows us to better serve them and to see where we can assist.

We obviously also talk about the

project itself. We may have discussions on the packaging, the size of the retail box, the legalese needed on the box, the reasons to pick one type of paper stock or plastic over another, testing requirements — the list goes on. We may talk about the 3 seconds they have on a brick-and-mortar retail shelf to catch a consumer’s eye and how their game meets that challenge.

What we discuss all depends on the customer and their needs.

TB: WHAT IS THE TYPICAL PROCESS WHEN A CLIENT NEEDS HELP LAUNCHING A NEW GAME? TM: This is what I am really enjoying about GPI in its evolved state. We have a design and development department.

From the account manager’s view, when a customer comes to us with a game idea and needs a quote, we have options to help them get across the finish line if they aren’t quite there yet. We can offer a discussion with our design team to help round out the game, whether that’s playtesting and tweaking gameplay, helping finish the development of the game, or graphic design work.

address — including delivery and packing requirements of that warehouse — age gradings, the countries the game will be sold in for testing purposes, and arranging samples for the testing facilities.

This year, we added a new service to this portion of the job. GPI and Floship are now collaborating on the fulfillment of crowdfunding campaigns directly from whatever country in which the specific game is being produced. We bring Floship into the process early on to talk about timing, expectations, shippers (packaging) needed for the game, and the various stretch goal items.

TB: HOW DOES GPI ENSURE THE INTEGRITY OF ITS FACTORIES? TM: The landscape of manufacturing is changing and as such, so is GPI. Over the course of the last few years, our president has vetted and onboarded several new factories. Each factory brings strength to our manufacturing offerings so that we can better serve our current and potential customers. One of these new factories is in Vietnam, which Mike [Fisher] recently visited. In April, he was able to travel to our Chinese factories.

TB: WHAT IS THE PROCESS AFTER A GAME DESIGN IS COMPLETED? Alex Mackie: Once the game design and artwork are complete and we move into production on a game, we pull in our co-workers who make sure the game gets to the warehouse location. Typically by this point, the logistics team knows a job is coming their way. They keep track of all jobs in the pipeline and remind the manufacturing team to gather all the pertinent information. This can include tasks such as confirming the number of games in the case pack, necessary markings needed on the shipping cartons, the warehouse

GPI designed Codenames: Marvel for The Op | USAopoly.

Source: GPI

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continued from page 71

My First Centennial dolls Source: Madame Alexander

featured in wonderful glass cases in every single place,” he recalls.

However, as department stores have become almost obsolete in the retail land-

BACKSTORY scape, the company has relied on other long-term relationships and adapted to changing consumer culture.

“We still have a lot of loyal retailers out there that have carried our collectible dolls and now carry more of our baby dolls,” he says. “Because the Generation X and the Generation Y moms, they’re thinking about value. They’re thinking about dolls that won’t break. And our dolls are really, as far as price point goes, very popularly priced nowadays.”

Morgenstern says the company also continues Behrman’s spirit of innovation, expanding beyond collectible dolls and baby dolls. In 2020, for example, Madame Alexander launched a line of 18inch dolls called The Kindness Club. Last year, the company introduced an entirely new sculpt for an 8-inch fashion doll line called It’s All Me. This year, the company released the Learn to Dress Koala, a plush companion that directly carries on the

goal of teaching kids through play.

While these newer toys may not look anything like the dolls that Beatrice Alexander Behrman carried into FAO Schwarz 100 years ago, or the doll sculpts that earned the company its loyal following, Morgenstern says the quality is what stays the same.

“They don’t look like Wendy dolls,” he says. “They don’t look like Cissy dolls.

But the tradition and the ‘love is in the details’ just shine through with every doll we make.” 

Madeleine Buckley is a senior editor at The Toy Book, where she enjoys covering the latest news and trends in toys. She is a movie score enthusiast, mediocre knitter, proud Syracuse alumna, and Marvel lover. You can usually find her at the movies or hanging out at home with her super-pup, Parker.

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RAISING THE BAR

IS YOUR BRAND READY FOR THE PITCH? Set yourself up for success by getting the legal stuff in check.

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

“S

how me the money!” You know that famous line from Jerry Maguire. Admit it: You just shouted it in your head like Cuba Gooding Jr. and Tom Cruise do in the movie.

When you’re getting ready to pitch your idea, whether it’s a product or a property, you’re secretly thinking, “Show me the money!” You want to make a deal.

So, what do you need to do to make that happen? Of course, you’ve probably thought to research your market and industry, as well as the companies to which you’ll deliver your pitch; create an amazing presentation; be enthusiastic; practice what you’re going to say; and exude confidence. I bet that legal is probably the last thing on your mind, but it really should be one of the first things you consider. Sometimes, the legal stuff can make or break your chances for success.

Don’t let the legal stuff scare you!

Here are some quick tips for what to do before you pitch your idea: 1. Identify your intellectual property (IP): Your idea is hopefully unique, which means it should qualify for some sort of IP protection, whether it’s a trademark, a copyright, or a patent (or sometimes more than one of these).

Knowing what you have is half the battle.

• Trademark: protects your brand — can include things such as names, logos, taglines, and more • Copyright: protects a creative work — can include photos, logos, videos, illustrations, and more • Patent: protects new, useful, non-obvious inventions and designs — can include toys, devices, and more After all, if you don’t have a playbook

and take inventory of what you have, how will you know what to protect?

2. Make sure you own your IP: As you may remember from our last article, just because you paid for something doesn’t mean you own the IP. Ensure anyone who helps you with graphic designs, photos, videos, software, content, and your website signs a contract that gives

“Your idea is hopefully unique, which means it should qualify for some sort of IP protection ... a trademark, a copyright, or a patent ... Knowing what you have is half the battle.” you (or your company) the IP ownership associated with the creations made for you. Don’t let them block you at “1st and Goal” — score that touchdown! Don’t let someone else have control over your IP and be able to come into the picture because you didn’t take this step and do your due diligence before signing on the dotted line.

3. Protect your IP: Once you’ve figured out what IP you have and whether you own it, it’s time to decide what you feel is appropriate to protect. And yes, it costs money to protect your IP, but it’s probably more affordable than you think and could be the reason you benefit from your hard work. Don’t let your quarterback (aka your IP) get sacked. Sometimes

your IP can be the MVP of your business.

4. A quick note on Non-Disclosure Agreements (NDAs): If you pitch to a company, they will probably ask you to sign an NDA. Just remember it may say something different than what you think it does.

In my experience, company-issued NDAs usually give them protection by saying they may already be working on an idea like yours, so I always recommend reading and understanding any document before you sign it. It can make the difference between losing and keeping your IP. Don’t get caught off guard. Research the people and companies you will be meeting with to get a feel for who they are. Sometimes that can make you feel more comfortable before you head into your meeting.

Learning what steps you can take legally is a great start to help empower you to make better business decisions and give you the confidence you need for your next pitch. So, score that touchdown, spike that ball, and remember to say, “Show me the money!” Trust me — as a former NFL agent, I know what I’m talking about. Good luck; you got this!  Stephanie Pottick is a U.S. attorney and course creator who has worked on the business side of the toy industry dealing in product creation, protection, and licensing, allowing her to understand them from both the business and legal perspectives.

Her passion is to educate creators so they can protect, launch, and license with confidence. Email her at contact@protectforsuccess.com. *Disclaimer: This article is for informational purposes only and not intended as legal advice.

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TALKIN’ TOYS

RETEVIS KIDS CONNECTS FAMILIES WITH WALKIE-TALKIES

Toys Talkin’

Q&A with Weidong Shen, CEO, Retevis Kids Communication is a two-way street and Retevis Kids knows all about that as a manufacturer of wireless, two-way communication equipment and accessories for both personal and commercial use. Retevis also makes products for kids, including walkie-talkies in colorful styles and fun shapes, such as mice, owls, robots, and more.

THE TOY BOOK: CAN YOU PLEASE GIVE US SOME BACKGROUND ON RETEVIS KIDS? Weidong Shen: Although it is a walkie-talkie for kids, Retevis Kids uses professional chips and technology. It achieves crystal-clear voice quality and an ideal communication distance just like Retevis’ professional two-way radios for adults. It is a real walkie-talkie among toys. In addition, our factory has BSCI and ICS certifications, and our products have complete European and American certifications to ensure product quality and safety.

TB: WHAT IS YOUR DISTRIBUTION STRATEGY? WS: We are committed to achieving win-win cooperation with toy wholesalers and physical toy stores. We focus on maintaining profit margins, keeping the same suggested retail price on any sales channel, and protecting the rights and interests of distributors. We offer toy stores exclusive presales and custom packaging of our new products. Most importantly, for larger wholesalers,we provide one-to-one, VIP, professional customization services. You only need to submit your idea request, and we have a professional research and development team to help you realize it.

TB: WHY IS THERE AN INCREASED DEMAND FOR KID-SAFE WALKIE-TALKIES WORLDWIDE? WS: Walkie-talkies are a safe communication tool that kids can use to quickly talk with each other without using the internet. Kids can also use them to play games, go on adventures, and hang out outside. Besides, amateur radio is a hobby and widely loved by people all over the world. Kids’ walkie-talkies encourage communication between kids and their parents. Furthermore, these products that are designed specifically for a younger audience help to foster kids’ interest in amateur radio early on in their childhoods. I believe the global demand will continue to increase.

The RT34 features a live video function. | Source: Retevis Kids

TB: WHAT KIND OF SAFETY FEATURES DO THE WALKIE-TALKIES HAVE? WS: Retevis Kids’ walkie-talkies are committed to connecting kids and families. Retevis Kids has developed one “safe mode” walkie-talkie, which switches to safe mode with the press of a button.

It not only blocks out random people and transmissions on the line for security, but also ensures privacy for calls. I believe it would be the best gift for kids.

TB: HOW HAS YOUR BRAND EVOLVED SINCE IT BEGAN IN 2008?

WS: From retail and distribution to professional VIP customization, our growth and development are inseparable from consumer support and recognition. Retevis Kids is committed to the compliance of our factories and materials to supply better products [for retailers and consumers]. 

The RT388 is one of Retevis Kids’ most popular styles. | Source: Retevis Kids

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NEW IN TOWN

MAKE WAVES WITH MUSHIE Embracing the Future of Sustainability and Aesthetics

by ANNABELLE CANELA, Editorial Assistant

T

he days of brightly colored plastic baby toys that clutter new parents’ living rooms are almost over. Now, Instagram-worthy, eco-friendly products are filling up millennial parents’ shopping carts. Young families are looking for ways to combine their love for aesthetics with the desire to purchase sustainable, ethically sourced products, and baby brand Mushie is at the forefront of it all.

Mushie was founded in 2018 by Mushie and Levi Feigenson in their Southwest Houston home. Inspired by Scandinavian design, each product is functional, sustainable, and simple. Since its inception, Mushie’s catalog of baby essentials has grown to more than 50 products sold in more than 70 countries.

DEVELOPING A BRAND IDENTITY Mushie uses a distinct color palette; a streamlined, easy-to-use shopping platform; and a commitment to ethical, safe, and sustainable products to cultivate a brand experience that really resonates with modern parents. The company uses customer feedback to make improvements according to parents’ and babies’ needs.

“You see this brand identity first and foremost in the design of our products, which carries through in our creative content,” says Jessica Terregino, Vice President of Sales at Mushie.

Developing Mushie’s catalog of bath products, feeding products, bedding, nursing, and first toys requires a multifaceted approach. First, the design team considers safety, ensuring each product is made with nontoxic materials, adheres to safety guidelines, and is designed for durability. Then, they focus on the functionality of the product, to ensure it’s easy to use and age appropriate. “That means ensuring all our silicone feeding is

dishwasher safe so Mom or Dad can easily clean,” Terregino explains. “Or adding soft silicone handles to our snack cups so a toddler can easily hold them.”

Mushie’s catalog now includes baby toys, feeding products, and more. | Source: Mushie

The final factor is design. “We want products that are equally as useful in the home as they are beautiful to look at,” Terregino says.

CREATING A SUSTAINABLE AESTHETIC No one can deny the influence of social media on parenthood today, from the influx of momfluencers to the ever-increasing lists of must-have items for new parents. In today’s world of curated, online aesthetics, it’s not simply enough to offer a useful product — it has to be cute, too.

Mushie decides on the overall aesthetics of its products early on, opting for a soft, neutral color palette and baby-approved graphics. The company often uses silicone to create a smooth appearance and baby-proof durability.

Mushie’s brand identity is also laden with sustainability. “We prioritize 100% food-grade, nontoxic silicone and organic cotton fabrics to ensure the durability and longevity of our baby products,” Terregino explains. “We also scrutinize our single-use plastic footprint in the packaging design of all our products to create the lowest environmental impact.” Additionally, the company primarily works with vetted, fair-trade suppliers.

GIVING BACK As more families choose to spend their hard-earned money in ways that benefit the world at large, Mushie looks to give back to the community in ways that consumers will appreciate.

“We strive to do our part in making good things happen in our local communities and on a global scale,” Terregino explains. “Our partners include ChabadAid, which implements humanitarian projects in Nigeria, as well as local organizations such as Texas Children’s Hospital and the Houston Area Women’s Shelter.” Mushie also provides jobs for people with disabilities in Denmark, where it produces its classic baby stacking toy.

Mushie provides peace of mind to new parents who are concerned with their ethical and environmental footprint. No longer do they need to feel as though they are adding to the chaos, but can spend their money with pride knowing that it is not only good for their baby, but also good for the world. Maybe that’s a future worth mushing over. 

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GIVING BACK

SMALL TOWN, BIG IMPACT Douglas shows how smaller toy companies can invest in their local communities for year-round giving.

by MADELEINE BUCKLEY, Senior Editor

K

eene, New Hampshire, is a small city. Small enough, perhaps, that you’ve never heard of it. Located two hours outside of Boston, it is the seat of Cheshire County and home to around 23,000 people. But more notably to those in the toy industry, Keene is also home to Douglas, a company known for making soft plush toys that line the shelves of specialty stores nationwide.

Douglas may be on the smaller side in the toy space, with about 55 employees total, but that hasn’t stopped the company from finding ways to give back to the town in which it is based. The plush manufacturer juggles a variety of initiatives that, according to owner Scott Clarke, provide aid across three distinct areas.

One of these areas is the arts, thanks to Clarke’s personal history and passion for performance. The company has supported music at the Keene-based King State College, for example, and helped fund renovations of a local venue called The Colonial Theatre.

The second aide area? Helping animals. “Because we make [plush] animals, it seemed like a natural connection,” Clarke explains. Over the years, this has manifested as a strong relationship with the local Humane Society.

The third and final area where Douglas concentrates its charitable efforts is the most significant, and perhaps the most obvious, of the three: helping kids. The company donates both cash and its plush toys to aid kids, especially those experiencing hunger. This includes an annual donation of about $30,000 to the United Way, plus an event called “Good Friends.”

This holiday-time fundraiser brings together three local businesses: Douglas, The Savings Bank of Walpole, and radio

Representatives from Savings Bank of Walpole, KNE-FM, Douglas and M.U.C.H. | Source: Douglas

station 103.7 KNE-FM. Each year, Douglas donates plush toys to the bank, which bank customers can purchase for a $10 donation. The radio station advertises the ongoing fundraiser, and all of the proceeds go to two local, hunger-relief charities called Feeding Tiny Tummies and M.U.C.H. (Monadnock Understands Childhood Hunger). In 2021, this program raised $26,000, while the grand total increased to $36,000 last year.

And, according to Clarke, the Good Friends giving often goes further. “The part that’s even better is that you get a twofer in this because Savings Bank of Walpole has a lot of Toys for Tots locations,” he says. “So people would come in and donate $10 to the charity and then put the toy in the Toys for Tots [bin], and you’ve got a double winner.”

The whole team at Douglas also gets involved with giving back, especially as members of the Keene community themselves. For example, Clarke says the staff took a trip to the local food bank to see how it functions and where some of Douglas’ United Way donation funds go.

Many of these charitable works are documented on a page of the company website, titled “Douglas Does

Good.” But that page has no trace of the final, deeply heartwarming donation that Clarke describes. Douglas, he says, has connected with those in the legal system, as well as local police and fire departments, to donate plush toys for kids who have had traumatic experiences. “[Responders] try to bring something that is calming and soothing to the child.

And that connection, our product is right there for that,” Clarke says. “And part of why we’re so successful today is because people have that emotional connection, and they want the security that stuffed animals give them.”

Overall, while Clarke says Douglas’ donations are not as sizable as those of a larger corporation, he knows that staying local is what matters. He encourages other small toy companies to follow suit.

“I mean, you can send money to a lot of different organizations in the U.S., but if you give locally, you are making a real impact in your own community,” he explains. “And I think that’s how people can learn to make connections in their communities and also help their business brand be known. You’re out there giving and trying to share with people that you care about.” 

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B

ooks have been an important piece of the specialty product mix for many years. While most independent toy and gift stores lack the floor space to provide a deep assortment, having a well-curated selection of new and classic titles can help drive additional sales. From board books and early reader titles to Choose Your Own Adventure books and activity books for travel, here are some new releases that retailers may wish to stock in the months ahead to help kids build their libraries. 

compiled by JAMES ZAHN, Editor-in-Chief

CHOOSE YOUR OWN ADVENTURE STRANGER THINGS: HEROES AND MONSTERS

For readers ages 9 and up | MSRP: $12.99 Kids can journey to the dark side of Hawkins, Indiana with Eleven, Dustin, Max, Lucas, and their friends as they explore Pennhurst Asylum, the creepy old Creel house, and possibly even the Upside Down.

The longest title in the Choose Your Own Adventure series, this 280-page book includes more than 25 possible endings. Available now (Chooseco/Random House Children’s Books)

LEGO HEROES: LEGO BUILDERS CHANGING OUR WORLD — ONE BRICK AT A TIME

For readers ages 12 and up MSRP: $18.95 This book introduces 12 visionary builders from around the globe who have turned LEGO play into lifealtering innovations through curiosity, creativity, passion, and a handful (or more) of LEGO bricks. Available May 16 (Chronicle Books)

TAYLOR SWIFT: A LITTLE GOLDEN BOOK BIOGRAPHY

For readers ages 4 and up | MSRP: $5.99 The Little Golden Book Biography collection expands with a 24-page look at the life and career of singer/songwriter Taylor Swift. Young readers and their Swiftie parents can learn how she became one of the biggest superstars in music. Available now (Random House Children’s Publishing)

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THE DC BOOK OF PRIDE

For readers ages 12 and up | MSRP: $19.99 Written and curated by DC expert Jadzia Axelrod, this hardcover book profiles more than 50 LGBTQIA+ characters in detail, including Harley Quinn, Superman, Nubia, Robin, Batwoman, Aqualad, Dreamer, Green Lantern, and more. Available May 16 (DK Children)

HOT WHEELS: UNLEASH THE SPEED!

For readers ages 6-8 | MSRP: $8.99 There is trouble afoot in Hot Wheels City — mad scientist Draven has launched another plan to cause chaos! This panoramic sticker book comes with two play scenes and more than 50 stickers that kids can use to create their own epic story in Hot Wheels City as they discover Chase and Elliot’s heroic adventures. Available July 18 (Studio Fun International)

SMITHSONIAN KIDS EVERYTHING YOU NEED TO KNOW ACTIVITY BOOK

For readers ages 6-8 | MSRP: $15.99 This activity book covers a variety of subjects such as animals, dinosaurs, the human body, outer space, weather, nature, and more. It includes stickers and a solar system poster. Available now (Silver Dolphin Books)

HOT OFF THE PRESS: Looking for inspiration on what to stock? Give these a look!

LET’S CELEBRATE JUNETEENTH

For readers ages 0-5 | MSRP: $9.99 This 26-page board book introduces babies and toddlers to Juneteenth, a federal holiday in the U.S. on June 19 that commemorates the emancipation of enslaved African Americans. Colorful illustrations show various ways that people celebrate the anniversary of freedom for all. Available now (Mudpuppy)

July 4: LEGO Harry Potter Character Encyclopedia New Edition with Exclusive Minifigure (Scholastic) July 4: Five Nights at Freddy’s Tales from the Pizzaplex No. 7: Tiger Rock (Scholastic) July 4: The Goonies — Funko Pop! (Random House Children’s Publishing) Aug. 15: Disney Mickey & Friends: Read-Along Classics: Dracula (PI Kids)

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WIT STORIES

WELLNESS IN CONVERSATION

A corporate focus on mental health sparks workplace change. presented by Women in Toys, Licensing & Entertainment

M

ental health is an important part of all of our lives. And yet, it is often overlooked as a crucial component in an employee’s wellbeing in the workplace.

Fortunately, many companies are beginning to recognize the importance of mental health. Some have even taken steps to address it by implementing employee wellness programs, offering mental health benefits, or promoting a culture of support around mental health — but there is still work to be done.

In this interview, two Women in Toys, Licensing & Entertainment (WiT) members — Lindsey Berger, Director of New Business Development at License 2 Play Toys, and Dr. Erica Gergely, a Licensed Clinical Psychologist and the Inventor of the Soothing Snuggler — discuss the benefits of prioritizing mental health in the workplace and share some advice on how organizations can be more supportive.

ted a number of initiatives to promote mental well-being: 1) The company launched a mental health affinity group that hosted quarterly activities for employees to help promote positive mental health. Some examples include toy trivia, an in-office massage event, and an open-share forum.

2) “Sick days” were changed to “wellness days” in corporate documents to encourage employees to use their days to better care for themselves.

3) The executive team made it a point to encourage employees to use all

WiT: Globally, there seems to be a shift in mental health and we’re starting to see more opportunities for conversation in the workplace — do you agree?

Dr. Erica Gergely: Yes, absolutely. The pandemic illuminated the obvious — and undiscussed — reality that mental health is important in every facet of life, including our work. Consequently, we’re now seeing the mental health needs of employees as a top priority in many organizations. Employee mental health is directly related to job performance, innovative behavior, and work engagement.

available PTO/wellness days to recharge and reset. There were even Town Hall announcements to highlight the number of PTO/wellness days still available within the company.

WiT: How have the organizations you’ve worked for supported mental health and wellness?

Lindsey Berger: When I worked for Melissa & Doug, the organization implemen-

WiT: Kids are also facing mental health challenges. How can the toy industry support the well-being of youth, both in school and at home?

DEG: The pandemic challenged early

WiT members Dr. Erica Gergely (left) and Lindsey Berger (right). | Source: WiT

childhood development, with various prenatal and postnatal effects. Kids learn through play. That’s why I see the toy and game industry as uniquely positioned to create the vital tools necessary to facilitate healing, growth, and assistance in gaining lost ground in the mental, emotional, and social health of kids. With endless learning potential through play, I believe we can help bridge the developmental gaps both at home and in educational settings.

LB: The toy industry has a responsibility to the kids of today and tomorrow to supply diverse and inclusive toys.

Manufacturers are promoting inclusivity and well-being by thinking globally and providing toys that resonate with kids regardless of race, gender, or ethnicity.

They’re also incorporating multi-language packaging and implementing sustainability initiatives to create a better world.

Products on store shelves now come in various skin tones and can be adapted for kids with alternative needs.

WiT: WiT is a conduit for human resources professionals and other decision-makers in establishing mental health practices within companies.

What are your recommendations for leaders who want to promote positive mental health in the workplace?

DEG: Incorporating mental health education and training into the workplace is critical. Leaders who have direct relationships with employees can model good behavior around mental health and wellness — they’re often the first to know when a team member may need help.  Stay on the #pulseofplay and read an extended edition of this Q&A online at toybook.com. Visit womenintoys.com for information on WiT programming.

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COMPLIANCE & REGULATIONS

PREPARE FOR GERMANY’S CHANGING SUPPLY CHAIN DUE DILIGENCE ACT Take the right steps to avoid the damage of non-compliance.

by AOIFE MCCARTHY, Digital Marketing & Membership Executive, ICTI Ethical Toy Program

A

t the ICTI Ethical Toy Program (IETP), we closely monitor changing global regulations, especially when these changes apply to labor standards and environmental risks.

Our goal is to provide our members, and the toy industry in general, with the tools to stay compliant regardless of where they conduct business. One of the more recent regulatory acts to take effect is the German Corporate Due Diligence Obligations in Supply Chains Act (LkSG).

The LkSG came into effect in January, applying to any company that is based in Germany or has German-registered branches (i.e. their central administration, their principal place of business, their administrative headquarters, their statutory seat, or whose domestic branch office is based in Germany) and has at least 3,000 employees in Germany — including employees posted abroad.

Beginning on Jan. 1, 2024, the act will expand to become mandatory for all companies with more than 1,000 employees in Germany. Although it does not require direct compliance from smaller companies, many will feel the effect since they contribute to the supply chain of larger organizations. Companies in the supply chain will likely be required to report on their performance and impact relating to human rights and environment-related risks. We understand that due diligence obligations are now more frequently required in contractual relationships.

The act covers due diligence obligations relating to human rights and environmental risks and violations, inclu-

ding child labor, forced labor, non-compliance with labor obligations, torture, use of mercury, discrimination, withholding fair wages, disregarding the right to form trade unions, slavery and oppression, and the import and export of certain types of hazardous wastes.

The act essentially requires companies to establish processes for identifying, assessing, preventing, and resolving human rights and environmental risks in their supply chains and their own operations. They must also ensure they provide a grievance mechanism accessible to employees of both direct and indirect suppliers to file complaints alerting the company to human rights or environmental violations. Companies must therefore integrate due diligence obligations into corporate policies.

MAKE SURE YOU’RE COMPLIANT In order to ensure your compliance with the act, you should first review your current policy, looking at how you can embed responsible business conduct into your policies and management systems.

Then, through conducting a Human Rights Impact Assessment, you will be able to assess the current and potential adverse human rights impacts of your organization. Companies can integrate these findings into an action plan that will allow them to summarize their findings and take action where appropriate. It is important that companies track the progress and conclusions of this action plan by publishing reports to communicate how they are addressing identified

adverse impacts. Finally, it is important to remediate any issues found. By following these steps, companies will have tangible data and greater oversight of the adverse impacts of their business activities.

IETP CAN HELP YOUR BUSINESS IETP’s program helps businesses of all sizes gain visibility of their supply chain.

We manage compliance risks, remediate issues, and produce valuable supply chain data for reporting purposes. Members of IETP are equipped to meet all of the core obligations of the act through our programs, such as Factory Certification, Social Impact Assessment, and Environmental Assessment. Some ways our program helps businesses to comply include IETP supplier mapping, risk mapping, supplier risk management, the Compulsory Grievance Mechanism, data for reporting, and remediation of issues.

Contact IETP’s Head of Business Development Todd Merton at todd.merton@ethicaltoyprogram.org to find out how IETP can help your business comply with upcoming supply chain legislation. Learn more about IETP at www.ethical.toys.  Aoife McCarthy is the Digital Marketing & Membership Executive at the ICTI Ethical Toy Program. She has been with the organization since graduating from University College London (UCL) in 2020. She is responsible for both internal and external communications, stakeholder engagement, and partnerships.

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TOY ASSOCIATION PERSPECTIVES

THE SPECIALTY SIDE OF TOY FAIR Your small business success is our collective success.

by STEVE PASIERB, President and Chief Executive Officer, The Toy Association

T

hrough changing consumer behavior, economic uncertainty, and disruption in the world at large, The Toy Association is here to support the wide-ranging toy and play community — including businesses of all sizes and types — with the tools, resources, and opportunities necessary to prevail over any challenges.

We offer strong advocacy, insightful market research, and the iconic Toy Fair in New York City to fuel business growth.

Small and mid-size manufacturers and specialty retailers can especially benefit from our hands-on approach. The Toy Association team is here to listen to challenges, understand needs, and act on them, whether that means freeing a vital shipment stuck in customs, connecting members to legal resources, helping decipher testing and regulatory issues, advocating on everyone’s behalf in Congress, collaborating and proposing workable solutions at every level of government, or driving influential pro-play and pro-safety messaging in consumer media. We are a partner to all. Each company’s individual success is our collective success.

This year, we are looking forward to a groundbreaking Toy Fair — our first in-person Toy Fair since before the pandemic — taking place from Sept.

30-Oct. 3. As always, the event will kick off with The Toy Foundation’s Toy of the Year Awards on Friday night, followed by four days of business and networking in a new fall time frame that will offer fresh opportunities for all.

With more than 95% of available exhibit space already sold out, the global toy industry will be there to make connections, share innovation, and preview what’s coming to market in 2024. Buyers

will also have a chance to make last-minute decisions for the fourth quarter to stay on-trend and set themselves up for a successful holiday 2023. The voice and views of specialty retailers will especially have a great impact on the products manufactured in the coming year.

Through a new required merchandising initiative, the show will boast more open booths and fewer closed walls, offering retailers and media an interactive and inviting experience, giving them a chance to see more products than ever before. Toy Fair will continue to act as a media hub for reporters from all over the world covering the toy, play, and youth entertainment industries, providing companies with ample opportunities to

make a splash through brand activations, partnership announcements, and the hottest toys of the holiday season.

From retailers, inventors, and designers to licensors, manufacturers, distributors, and importers, the toy community will come together to transfer knowledge, see the latest trends, and learn from a wide range of experts across many disciplines who will present their ideas at Toy Fair University. Sessions covering manufacturing and packaging, retail, social media and influencers, technology, safety, and intellectual property will support businesses of all sizes.

First-time exhibitors will benefit from the Launch Pad area, where buyers and others can scout out unique, never-before-seen products from young companies. Inventors and designers are

supported through the Creative Factor Inventor Day, during which a select group of inventors are invited to pitch their ideas to established companies. And, the Student Congress will help build the future of toy and play people.

If this all sounds a little overwhelming, particularly to anyone eager to attend for the first time, rest assured that our team has planned a full schedule of webinars and resources to help businesses not only prepare logistically for Toy Fair, but also set them up for success as they look to make the most of their time at the show. And, we’re here to help directly with any individual question.

We take our commitment to protect and promote the business of toys and play very seriously. We are dedicated at each and every step — from an entrepreneur with an idea through to publicly traded companies; from a single local retail door to a mass marketer — as it’s all about the total health and vibrancy of our extraordinary, wonderful, diverse community.

On the eve of our 107th anniversary of service and as the industry travels to Columbus, Ohio for another amazing ASTRA Marketplace & Academy, we wish everyone all the best. Your business and the children, families, and adults we all serve, will always be our priority. 

As President and Chief Executive Officer of The Toy Association, Steve Pasierb leads a globally focused association that represents the broad toy and play community and is dedicated to its mission to be a unifying force for members’ creativity, responsibility, and global success, advocating for their needs and championing the benefits of play.

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This year’s ASTRA Marketplace & Academy showcases the best of the best. It’s where members of the toy industry can find everything the specialty market has to offer, from the classics and the niche to the noteworthy and the novel. Tap into your industry smarts and see how much classic toy knowledge you have with these specially selected clues.

1. WHAT BUILDING WAS THE FIRST U.S. LANDMARK TRANSFORMED INTO A 3D PUZZLE BY WREBBIT3D, THE ORIGINAL 3D PUZZLE MAKER?

6. PROVIDENCE, RHODE ISLAND, IS KNOWN FOR BEING THE HOME OF HASBRO’S HEADQUARTERS. WHICH OF THESE SPECIALTY TOY COMPANIES ALSO CALLS THIS CITY HOME? A. THAMES & KOSMOS B. FAT BRAIN TOY CO.

2. BEFORE HIGH-FASHION BARBIE MADE HER DEBUT, THE VOGUE DOLL CO.’S 8-INCH EVERY-GIRL DOLL WAS A MUST-HAVE FROM 1951-1959. WHAT WAS THE DOLL’S NAME?

C. GAMEWRIGHT

7. WHICH ELITE GROUP DID KAVI SHARMA JOIN THIS YEAR, PUTTING HER AMONG THE LIKES OF CORINNE TAN AND KIRA BAILEY? 3. LITTLE KIDS INC. POPPED UP MORE THAN 25 YEARS AGO SELLING BUBBLES IN ALL SIZES AND SHAPES, SO OF COURSE ITS NEWEST PLAY MEDIUM WAS A NATURAL NEXT STEP. WHAT IS THAT MEDIUM? A. SLIME

From top, clockwise: Balloobles from Little Kids’ bubble toys line (No. 3); Kavi Sharma Doll (No. 7); The Botanicals Wildflower Bouquet from this building company (No. 5)

4. WHICH 100-YEAR-OLD, U.S. DOLL COMPANY HAS DOLLS FEATURED IN THE SMITHSONIAN AND WASHINGTON’S CONGRESSIONAL CLUB?

A. GREEN TOYS

B. DOUGH C. FOAM D. CLAY

8. KNOWN FOR ITS SUSTAINABLE ETHOS, WHICH OF THESE SPECIALTY COMPANIES CREATED THE FIRST LINE OF BAMBOO TOYS?

5. WHAT CONSTRUCTION TOY COMPANY SAW ITS APPEAL GROW EVEN BRIGHTER WHEN IT INTRODUCED ITS BOTANICALS COLLECTION TO KIDULT BUILDERS IN 2021?

B. HAPE C. BRIO D. MELISSA & DOUG

E. SAND

ANSWERS: 1. The Empire State Building 2. Ginny 3. C. Foam 4. Madame Alexander Doll Co. 5. LEGO 6. A. Thames & Kosmos 7. The American Girl Girl of the Year doll line 8. B. Hape

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COMPLIANCE & REGULATIONS

From The Toy Book Archives: 1993 PLAYMATES BLASTS OFF WITH STAR TREK: THE NEXT GENERATION ACTION FIGURES, PLAYSETS

Playmates Toys launched its new action figure line based on the syndicated TV series, Star Trek: The Next Generation. The line includes 10 action figures including Captain Jean-Luc Picard and Commander William Riker. The line will also include the Starship Enterprise, Shuttlecraft Goddard, and Communicator and Phaser role-playing toys.

HASBRO’S TRANSFORMERS AND G.I. JOE FIGURES ARE PRIMED FOR ACTION IN ‘93 Hasbro’s Transformers are back and primed for ‘93, led by Optimus Prime, a collector’s edition tractor-trailer that converts to a robot headquarters and back.

Hasbro also introduces the addition of Street Fighter II to the G.I. Joe action line. The line, inspired by the Street Fighter video games, includes 12 action figures, two attack vehicles, a jet-powered assault machine, and a headquarters/training center.

VTECH EXPANDS LITTLE SMART LINE

Following the success of 1992’s Little Smart line, VTech has added four new products to the range for 1993: Little Smart Doctor, Little Smart Dial-A-Smile, Little Smart Singing Guitar, and Little Smart Press ‘N Play Ball. Designed for infants and toddlers 12 months and up.

The Press ‘N Play Ball (pictured) helps them sharpen their senses when they press six touch-sensitive shapes to activate six friendly talking phrases, three sound effects, and six nursery rhymes.

JUST TOYS INTRODUCES BEAUTY AND THE BEAST MAGIC MIRROR

RAVENSBURGER INTRODUCES TWO NEW GAMES FOR ‘93

Crossed Wires is a fast-paced game for 2-4 players ages 6 and up. Things in My House is a fun game for 1-3 players ages 3 and up.

Kids can see and hear their favorite characters from Disney’s Beauty and the Beast with Just Toys’ Talk ‘N View Magic Mirror.

The magic mirror features the actual voices of Belle, the Beast, Lumiere, Mrs. Potts, Chip, and Cogsworth all on electronic voice chips inside the mirror. Each character has its own special message.

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