The Toy Book – May 2026

THE 2026 LICENSING & ENTERTAINMENT ISSUE

®

VOLUME 42, NO. 2

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MAY 2026

IN THIS ISSUE Volume 42, No. 2 — The Official Trade Publication Serving the North American Toy Industry Since 1984™

CEO Laurie Schacht laurie@toybook.com Vice President & Group Publisher Jackie Breyer jackie@toybook.com Editor-in-Chief James Zahn james@toybook.com Senior Editors Ali Mierzejewski ali@toybook.com

Coachella attendees were greeted by a Masters of the Universe drone billboard in April. | Source: Mattel/Amazon MGM Studios

Marissa Silva marissa@toybook.com

THE LICENSING & ENTERTAINMENT ISSUE

Associate Editors Samantha Connell samantha@toybook.com

Departments 14 | From the Editor 16 | Stat Shot: U.S. 18 | Toy Association Perspectives 19 | Astra’s Insights 20 | Stock This!

34 | Play with Purpose 48 | WiT Stories 78 | Raising the Bar 107 | Compliance & Regulations 114 | Pop Quiz 116 | Flashback: 1996

Features 22 | May the Merch be with You Star Wars: The Mandalorian and Grogu’s licensing program is a Force to be reckoned with.

26 | That’s Entertainment!

The Toys Inspired by this Year’s Blockbuster Moments 30 | Mattel’s ‘Masters’ Plan The summer of He-Man begins with a global Masters of the Universe

launch that blends kid-first play, collector appeal, and licensing scale for a cross-generational icon.

76 | The Hobby Kayou: Building Fandom, One Pack at a Time

The Licensing Book

80 | Puremind: Anime Collectibles Inside the Shifting Habits of a Growing Audience

35 | From Ideas to Icons The Licensing Book returns!

37 | Ready, Set, Play!

Kids’ Brands go the Extra Mile at Licensing Expo

82 | Ink to Aisle Anime & Manga-Inspired Toys

Katherine M. Hill katherine@toybook.com Ashley Pelletier ashley@toybook.com Assistant Editors Taylor Battle taylor@toybook.com

84 | Pokémon’s Big Year 30 Years of Catchin’ ‘Em All

Natalie Miller natalie@toybook.com

44 | Licensing Power Unlocking the Value of Spin Master’s Biggest Brands

86 | Big Snack Attack Food Brands Take a Playful Bite Out of Retail

Social Media Director Nicole Savas nicole@toybook.com

46 | Brand Licensing Europe 2026 The momentum from Licensing Expo continues in London.

94 | From IP to IRL LBE brings top brands into physical spaces.

Editorial Assistants Annie Marino annie@toybook.com

50 | State of the Industry: Maura Regan The Licensing International President and CEO discusses the trends shaping the toy department.

98 | Designed to Disrupt Whatever! Company leans into artist-driven design, blending licensed IP with original concepts.

Stephanie Szulborski ss@toybook.com

52 | Licensed to Sell What’s New in Toys & Games

100 | Forever Fast Sonic the Hedgehog Celebrates 35 Years of Speed

68 | You’ve Got Mail!

The USPS is delivering an expanded licensing program packed with toys and games.

102 | Press Start Video Game-Inspired Play

Graphic Designer Elena Sorce elena@toybook.com

108 | Full Throttle Automotive & Motorsports-Inspired Toys and Collectibles

Director of Operations Bill Reese bill@toybook.com

112 | The Snowball Effect Pudgy Penguins Takes the Plunge Into Consumer Products

Executive Director of Sales & Marketing James Devin jd@toybook.com

70 | The Fandom Feed The Pop Insider discusses the need to meet fans where they are.

72 | You’re Never Too Old to Play Hot Products for Adult Enthusiasts

On the cover: Mattel’s Masters of the Universe returns with a movie-inspired toy line aimed at kids and collectors of all ages.

Photo: James Zahn/Joe Ibraham The Toy Book Volume 42, No. 2. THE TOY BOOK (ISSN-0885-3991) is published bi-monthly by Adventure Media The Toy Book Volume 40, No. 1. THE TOY BOOK (ISSN-0885-3991) is published bi-monthly by Adventure Media & Events & Events LLC. Editorial and advertising offices are located at 307 Seventh Ave., Room 501, New York, NY 10001. PeriodLLC. Editorial and advertising offices are located at 307 Seventh Ave., Room 501, New York, NY 10001, Phone (212) 575-4510. icals Postage paid at New York and additional mailing offices. Copyright © 2026 Adventure Media & Events. All rights Periodicals Postage paid at New York and additional mailing offices. Copyright © 2024 Adventure Media & Events. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanreserved. 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 ical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in USA. Subscription rates: $50 one year, foreign $200. The Toy Book is a trademark of Adventure Media 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: The Toy Book, c/o Events LLC. Registered in the U.S. Patent & Trademark Office. Postmaster: Send address changes to: Toy Book, c/o Adventure Adventure Media & Events, 307 Seventh Ave., Room 501, New York, NY 10001 or e-mail bill@toybook.com. Opinions and Media & Events, 307 Seventh Ave., Room 501, New York, NY 10001 or e-mail bill@toybook.com. Opinions and comments comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necesexpressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those sarily those of the management of The Toy Book. All listed MSRPs and release dates subject to change. of the management of The Toy Book.

Art Director Joe Ibraham joe@toybook.com

Senior Sales & Marketing Executive Stephanie Katz stephanie@toybook.com Sales & Marketing Assistant Yoony Kim yoony@toybook.com

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FROM THE EDITOR

VIVA LAS VEGAS!

Source: stock.adobe.com

It’s not gambling if you know you’re gonna win.

by JAMES ZAHN, Editor-in-Chief

L

as Vegas doesn’t do subtle.

And the famous saying, “What happens in Vegas stays in Vegas,” is the opposite of what Licensing Expo is all about. This event, which is more toyetic than ever, unites brands, dealmakers, storytellers, and retailers, each on the hunt for the next big thing. What happens in Vegas this week will live on for years.

That makes this issue of The Toy Book right at home.

This year’s Licensing & Entertainment Issue is packed for the show floor and built for the road ahead. Throughout our pages, the Toy Book team explores the properties, partnerships, and trends shaping the next chapter of licensed toys, games, collectibles, and experiences.

DEEP DIVES & FANDOM FUEL You’ll find expanded coverage throughout this issue with The Licensing Book (TLB) as a special supplement inside The Toy Book. A legacy brand with deep roots in this business (a staple from 1983-2018), TLB is back to deliver added insight, new opportunities, and a broader lens on the deals, trends, and players driving the global brand extension market. And speaking of brand extensions, look for the debut of The Fandom Feed, a new column fueled by our sister publication, The Pop Insider, which itself is an extension of The Toy Insider. You see, we own brands, too, and you can find us in Booth No. F106 at Licensing Expo.

POWERFUL BRANDS Our cover story heads to Eternia for a look at Masters of the Universe, the upcoming feature film from Mattel and Amazon MGM Studios. Few brands carry the cross-generational firepower of Masters, and for longtime fans, it’s a legacy. For a new generation, it’s discovery. That combination creates powerful momentum at retail, and Mattel is aiming to harness it across categories.

We also dig into one of the tastiest trends in the business: snack brands invading the toy department. Familiar names from the grocery aisles are finding new life through collectibles, plush, games, and novelty products. It’s smart, cyclical, sometimes unexpected, and proof that fandom can start in the pantry.

EVERGREEN FAVORITES & EMERGING OPPORTUNITIES Anniversaries are a great opportunity for brands to boost connection with fans, and this year, two with roots in gaming celebrate milestone moments wrapped in collectibility, attitude, and evergreen appeal: Pokémon (30) and SEGA’s Sonic the Hedgehog (35).

Elsewhere in this issue, we track the rise of Pudgy Penguins as the brand expands further into consumer products, examine Lucasfilm’s licensing strategy for Star Wars: The Mandalorian and Grogu, and take a special look at how Spin Master is unlocking the power of its brands.

We also explore the continued growth of location-based entertainment, where brands move beyond shelves and screens to create immersive real-world experiences. In today’s market, fans don’t want to buy into a property — they want to step inside of it and live it.

THE STORY CONTINUES...

The lights are on. The crowd is gathering. And the next big hit might be one conversation away. And the conversations continue online at toybook.com with the World Series of Licensing Q&A series, packed with fresh insights from the industry’s sharpest personalities and legendary players.

So whether you are reading this with your morning coffee, at a booth between meetings, or back home planning Q4 and beyond, we hope you love it.

Are you ready? Let’s get to work. I’ll see you on the next page.  James Zahn, best known as The Rock Father, is the Editor-in-Chief of The Toy Book and The Licensing Book, a Senior Editor of The Toy Insider and The Pop Insider, and Co-President of The International Toy Magazines Association (ITMA). Frequently called upon for expert commentary on the toy industry, he has been featured in The New York Times and Forbes, and has appeared on Yahoo! Finance, ABC, NBC, CBS, FOX, BBC, NewsNation, CNN, Newsmax and more. Connect with him on LinkedIn or follow him on X and Instagram @therockfather.

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TRENDING IN U.S. ENTERTAINMENT MEDIA ENTERTAINMENT

U.S. STREAMING VIDEO ON DEMAND TOP TV SERIES (ALL SEASONS AGGREGATED):

1

Grey's Anatomy

2

3

4

TOYS

VIDEO GAMES

U.S. TOYS: TOP PROPERTIES

MOST PLAYED CONSOLE & PC TITLES IN THE U.S.

1

Pokémon

1

Minecraft

2

Marvel Universe

2

Fortnite

3

National Football League (NFL)

3

Roblox

4

Barbie

4

Grand Theft Auto V

5

Hot Wheels

5

Call of Duty

Family Guy

Bob's Burgers

Source: Circana, Retail Tracking Service, U.S., dollar sales, 12 months ending February 2026

Bluey

Pokémon toy sales exceed $2.5 billion, surpassing the No. 2 property by more than 3.5X. Pokémon is the No. 1 property in Strategic Trading Cards with sales of $2.3 billion, selling more than 6X the No. 2 property.

5

Young Sheldon

Source: Circana, Subscription Video Track, Amazon Prime Video, Disney+, Hulu, and Netflix combined

Source: Circana, Retail Tracking Service, U.S. Toys, 12 months ending February 2026

Pokémon is the No. 1-selling toy property in 9 of the 12 countries Circana tracks.

Source: Circana, Retail Tracking Service, G12, 12 months ending February 2026

Source: Circana, PlayerPulse, 12 months ending February 2026

Since tracking began in 1995, Pokémon ranks 4th among all-time physical unit sales for a video game franchise in the U.S., behind only Mario Brothers, Call of Duty, and Madden NFL Football.

Source: Circana, Retail Tracking Service, January 1995 through February 2026

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APPAREL

BOOKS

U.S. APPAREL TOP FIVE CHARACTER LOGOS (ADULTS)

U.S. TOP LICENSES BY MSRP VALUE ($)

1

Hello Kitty

1

The Hunger Games

2

Mickey Mouse & Friends

2

Harry Potter

3

Snoopy & Friends

3

Dr. Seuss

4

SpongeBob SquarePants

4

Bluey

5

Looney Tunes

5

National Geographic

U.S. APPAREL TOP FIVE CHARACTER LOGOS (KIDS) 1

Bluey

2

Spider-Man

3

Hello Kitty

4

Mickey Mouse & Friends

5

Lilo & Stitch Source: Circana, Consumer Tracking Service, U.S., dollar sales adjusted, 12 months ending February 2026

Source: Circana BookScan, U.S., print sales, 12 months ending February 2025

Pokémon licensed book sales outpaced the total licensed book market over the last 12 months, on a unit and dollar basis, and ranks among the top 20 best-selling kids’ licenses in the U.S. book market.

Source: Circana BookScan, U.S., print sales, 12 months ending February 2026

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TOY ASSOCIATION PERSPECTIVES

FAN-DRIVEN PLAY REWRITES THE RULES

Toy companies tap into real-time cultural moments to create fan-favorite products.

by MADDIE MICHALIK, Manager, Communications, The Toy Association

W

hat do two adorable, chubby penguins hugging on a phone screen have to do with the future of toys?

More than you’d think.

Pudgy Penguins started as a digital-first phenomenon — a community-driven brand that built a following across social media, memes, and online culture. Now, through partnerships with Schleich, PlayMonster, and more, those same characters are stepping into the toy aisle this year as a party game (Pudgy Penguins Icebreakers) and collectible figures ready to be displayed, shared, and yes, even posed to hug each other [Turn to page 112 for more]. It’s a playful but powerful example of how fandom today can originate anywhere and quickly turn into consumer products.

Toys and licensing have never been more intertwined, and the numbers prove it. According to Circana, licensed toys now account for a record-breaking 37% of all toy sales in the U.S., with sales climbing 18% in the first half of last year. Even more telling is that every top growth property in the first half of 2025 was tied to content, entertainment, or cultural moments.

“Fans today don’t just want to watch their favorite franchises — they want to participate in them,” says Adrienne Appell, Executive Vice President of Marketing Communications at The Toy Association. “What we’re seeing is a shift toward toys that are designed to meet fans exactly where they are, whether that’s a trending series, a global event, or even a moment that takes off online

FIFA World Cup 2026 8-Inch Plush Official Mascots | Source: Jazwares

overnight,” she explains. “It’s about giving fans a tangible way to connect with what they love.”

That real-time connection is helping spark a new wave of licensed products that feel current, relevant, and rooted in the fan experience. It also ties directly to “Fan-Driven Play,” one of The Toy Association’s top toy trends for 2026. Companies are creating products influenced not only by IP, but by the ways fans engage with it — from collectible drops timed to major pop culture moments to toys designed for role-play, display, and social sharing. The shift mirrors how today’s kids and lifelong fans alike interact with the brands and stories they follow.

“Speed is redefining licensing,” Appell continues. “Toy companies are tapping into viral moments as they happen. What’s exciting is how quickly the industry is evolving to meet that expectation, creating products that reflect what’s trending across culture and giving fans a way to participate, not just observe.”

Take the breakout popularity of Netflix’s KPop Demon Hunters, for example.

Building on the franchise’s growing fanbase, Hasbro is debuting a NERF collection inspired by the animated hit, featuring character-specific foam role-play

gear that mirrors on-screen designs.

The result is cosplay-ready playthings that let fans immerse themselves more deeply in the HUNTR/X universe. Additional licensees include Spin Master, Funko, The LEGO Group, The Woobles, and more [See page 29].

Global events are also a major catalyst for fan-inspired products. Late last year, Mattel introduced Team Barbie, a collection of dolls modeled after Olympic rugby athletes — including Ilona Maher, a U.S. Olympic medalist, social media star, and body positivity advocate. And with the FIFA World Cup returning this year, hosted across the U.S., Canada, and Mexico, Jazwares has partnered with FIFA on a line of soccer-themed plush, wearables, and collectibles tied to the tournament’s energy. Featuring mascots Maple the Moose, Zayu the Jaguar, and Clutch the Bald Eagle, the collection captures the excitement of a worldwide event and translates it into something fans can celebrate and cherish.

Taken together, these examples highlight a clear shift: Licensed toys are no longer solely inspired by traditional, movie-led cycles, but are now keeping pace with pop culture as it unfolds. 

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

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

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ASTRA’S INSIGHTS

GUND’s Oh So Snuggly Bluey plush features a soft, understuffed body that is perfect for snuggling. The 12.5-inch plush has quilted accents and is available now at specialty retailers.

Source: Spin Master/GUND

THE LICENSING EFFECT How Licensing Impacts Buying Decisions at Specialty Stores

F

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

or many years, licensed products were viewed as mass-market items with greater emphasis on packaging than on play value. A few licenses — such as Sesame Street and Disney — were exceptions. For many independent retailers, the conversation began to change after the breakout success of Disney’s Frozen in 2013. Stores that tested select merchandise tied to the film often saw brisk sell-through, which helped ease long-held hesitation around licensing and opened the door to products that could complement a carefully curated specialty assortment.

What draws us to licensed products when we know they often cost more than similar, non-licensed items? The reasons are both similar and different for children and adults.

For kids, recognition is powerful.

When they see a familiar character from a movie, book, TV show, or YouTube channel, they immediately connect with the product. Playing with known characters allows them to step into the

story, extend it through imagination, and create their own endings. Familiar licenses also help children connect — shared characters can spark conversations, cooperative play, and friendships.

In my own experience watching children — including my grandchildren — they often engage longer with products tied to characters they know and love.

Adults connect in similar ways. Licensed products can spark joy, nostalgia, and shared experiences. Many adults also collect licensed items or keep a small figure or character from childhood on their desk, which serves as a simple reminder to stay grounded and even helps relieve some stress. My husband once wore his Superman T-shirt while we were out getting ice cream. A young child in line ahead of us was wearing the same shirt.

They noticed each other, smiled, highfived, and struck up a conversation — it was a simple yet profoundly memorable moment of connection.

Many licenses are now cross-generational. My sons loved Transformers

and my daughter loved Strawberry Shortcake. Seeing those brands on store shelves brings back warm memories — and the temptation to buy one again.

Just as specialty retailers carefully curate all their products, licensed items deserve the same thoughtful consideration. Some licensed products are excellent, while others are not — just like products in any other toy category.

Rather than dismissing licensed goods as something solely for the majors, the goal is to choose products that inspire play, creativity, and connection — ones that keep the families we serve smiling. 

Sue Warfield, President of the American Specialty Toy Retailing Association (Astra), has more than 30 years of experience working in the toy industry, including owning a retail store, being a sales representative, and working alongside her husband at a manufacturing business.

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BRANDED CONTENT

SANTOKI

Contact: sales@santoki.com LEGO Iconic Keychain Light — Butterfly Girl Ages: 6+ | MSRP: $16.99 | Available now Bring Butterfly Girl to life with this LEGO Keychain Light. It’s ready for adventure at 175% scale compared to a standard LEGO Minifigure, and features poseable arms and legs, LED lights in the feet, and a sturdy metal ring for backpacks, keys, and on-the-go fun.

HASBRO

Contact: BuyHasbroUS@hasbro.com Peppa Pig Ready, Pedal, Go Peppa Ages: 3+ | MSRP: $39.99 Available: July 15, 2026 Kids can help Peppa learn to ride with this interactive bike set. Attach the push stick to guide her along, then remove it and watch Peppa pedal on her own. She reacts with more than 75 sounds and phrases and includes stickers to decorate the bike, a helmet, and bandages for post-tumble repairs.

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CONNETIX

Info: connetixtiles.com/become-a-reseller CONNETIX 48 Piece Glitter Castle Pack Ages: 3+ | MSRP: $69.99 With a selection of glitter tiles in signature pastel and vibrant colors, kids can build shimmering towers, bridges, animals, and more. This open-ended pack features squares and a mix of isosceles and equilateral triangles bursting with multi-colored sparkles.

SCHYLLING

Info: schylling.com/wholesale NeeDoh Jelly Squish | Ages: 3+ | MSRP: $5.99 With wiggly tentacles and a rhythmic jellyfish feel, this squeezy, stretchy, super-satisfying squish is made for endless sensory fun. Available in three dreamy colors — blue, pink, and purple — it’s a must-touch treat kids won’t want to put down.

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W

Hasbro’s Star Wars The Vintage Collection: The Mandalorian and Grogu Action Figure | Source: Hasbro

hen “Baby Yoda” first appeared on Disney+ in 2019, the world lost its mind. Seven years later, Star Wars: The Mandalorian and Grogu is bringing the beloved character to the big screen for the first time, backed by a licensing program as universal as his appeal.

“Star Wars: The Mandalorian and Grogu is a major brand moment for Star Wars — a return to theaters powered by characters with proven cross-generational connection,” says Paul Gitter, Executive Vice President of Global Brand Commercialization at Disney Consumer Products. “The new film acts as a plugin to our brand flywheel by activating a focused strategy across storytelling, product, and fan engagement. It also provides one unified, global moment to bring together longtime fans and newer audiences who entered through Disney+, consumer products, and social media.”

With the film arriving in theaters this week, Disney and Lucasfilm have launched to lightspeed, joining forces with companies across toys, games, apparel, collectibles, accessories, lifestyle, and more. Some toymakers showing the way include The LEGO Group with LEGO SMART Play building sets; Jazwares’ Micro Galaxy Squadron collectibles, Squishmallows, and costumes; Mattel’s Grogu Deluxe Basic Plush Figure; Kids Preferred baby toys; Funko Pop! figures; and a life-size Grogu from Hot Toys.

As Star Wars’ master toy licensee, Hasbro is approaching this launch differently than The Mandalorian’s Disney+ debut. While the series’ initial tie-ins were limited in scale — due in part to the secrecy surrounding the “Baby Yoda” character — the sci-fi franchise’s return to theaters is an opportunity for Hasbro to go bigger than ever, creating an expansive program that balances fans of all ages.

“Our responsibility is twofold: to serve longtime fans with the authenticity and nostalgia they expect, while also engaging today’s kids with products designed around how they play now,” says Adam Biehl, Head of Disney Action Brands at Hasbro. “While these audiences have different needs, they’re intrinsically connected. We view this as

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fostering a lifelong love of toys that sparks the passion early and continues to reward it as fans grow up and stay connected to the brand.”

For adult fans, Hasbro introduced new characters to its 6-inch The Black Series and 3.75-inch The Vintage Collection action figure lines, including The Mandalorian, Grogu, Colonel Ward, and Imperial Remnant Stormtroopers. Meanwhile, kids can grab new ActionVerse 4.5-inch figures and vehicles, alongside additional releases such as Monopoly Star Wars: The Mandalorian and Grogu Edition, Action Buddy Grogu, The Mandalorian Mask & Blaster Set, NERF The Mandalorian Rocket Gauntlet, and Grogu-inspired Furby Furblets.

Rather than develop separate lines for each demographic, Jada Toys decided to walk both worlds at once. Its AT-AT and AT-RT remote-control vehicles appeal to kids with their interactive, play-forward features, while the screen-accurate detailing captures the attention of longtime droid drivers.

“This is a category that we have been working on building: collector R/C,”

says Michael Jimenez, Vice President of Marketing at Jada Toys. “The AT-AT and AT-RT are instantly recognizable within Star Wars, and their walker design naturally lends itself to a more dynamic, feature-driven experience… For us, it’s about taking something iconic and giving it motion and personality — something collectors can appreciate visually, but also engage with in a hands-on way.”

As the franchise’s first theatrical release since The Rise of Skywalker in 2019, The Mandalorian and Grogu offers Star Wars the chance to expand beyond traditional toys and take advantage of today’s trends. Pop Mart, for example, has launched a new series of surprise boxes — the Grogu Tiny But Mighty Series. These mystery figures feature the character in an assortment of adorable situations, from meditating to munching on macaroons.

Other fashion-forward brands are heading to a galaxy far, far away, with products like Igloo coolers, JoyJolt drinkware, personal care items from Bath & Body Works and Olive & June, Crocs, Ray-Ban sunglasses, and interplanetary pet products from BARK.

Hasbro Star Wars The Black Series The Mandalorian & Grogu Ages: 4+ | MSRP: $34.99 Din Djarin arrives ready for action as a 6-inch scale figure with premium detail and articulation. It comes with multiple accessories, including blasters, a sword, a jetpack, and alternate hands, with a 1-inch Grogu sculpted to be posed on his shoulder.

While fan chatter indicates that The Mandalorian and Grogu could be the finale of bounty hunter Din Djarin’s story, it’s the first act of a new era for the Star Wars franchise. In 2027, the saga continues with its next theatrical installment, Star Wars: Starfighter, sending the hype into hyperdrive just in time for Star Wars’ 50th anniversary celebration.

In the interim, Disney is expanding its consumer products empire with Star Wars Most Wanted, a year-long campaign that smuggles the most fan-requested merchandise onto store shelves worldwide. Whether consumers are after collectibles, costumes, or kyber crystals, one thing’s for sure: these are the drops they’re looking for. 

Natalie Miller is an Assistant Editor for The Pop Insider, The Toy Insider, and The Toy Book. In her free time, she enjoys reading, visiting theme parks, and spending time with her adorable dog, Darwin.

She firmly maintains that Han shot first.

Hasbro Star Wars Action Buddy Grogu Ages: 4+ | MSRP: $54.99 Activate more than 50 sound and movement combinations by pressing Grogu’s head. Animatronic features, soft body construction, and included batteries support interactive play and cuddling.

Jada Toys Imperial Remnant AT-AT Walker R/C Ages: 8+ | MSRP: $69.99 Designed to faithfully replicate the iconic movie look, this 13-inch-tall R/C features fully articulated movement with smooth swivel steering, a poseable head, built-in remote storage, and LED laser cannons with synchronized battle sounds.

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The Lego Group LEGO Star Wars New Republic X-Wing Starfighter Ages: 8+ | MSRP: $69.99 Build a New Republic X-Wing with retractable landing gear, opening storage, and a wing-flip attack feature.

It includes Colonel Ward and Carson Teva Minifigures and a New Republic Astromech LEGO Droid.

Hasbro

Hasbro

Star Wars ActionVerse 4.5-Inch Figures | Ages: 4+ | MSRP: $10.99

Star Wars The Black Series Colonel Ward Ages: 4+ | MSRP: $27.99

This new kid-focused scale kicks off with a collection of articulated figures, including The Mandalorian, Grogu, and Garazeb “Zeb” Orrelios (pictured). Accessories and reusable storage racks support imaginative play and organization across the line.

This 6-inch Colonel Ward figure features a removable helmet and New Republic detailing inspired by Sigourney Weaver’s character in the new film.

Hasbro Star Wars The Vintage Collection Imperial Remnant AT-AT Driver Ages: 4+ | MSRP: $19.99 Pose this 3.75-inch AT-AT Driver with included blaster accessory and multiple articulation points.

Kenner-inspired packaging and TVC numbering enhance collectibility.

Hasbro

Kids Preferred

Star Wars The Vintage Collection Imperial Remnant AT-RT | Ages: 4+ | MSRP: $67.99

Grogu Deluxe Soft Book Ages: 0+ MSRP: $10.99–14.99

Display or stage epic scenes with a 3.75-inch-scale AT-RT, complete with articulated legs, working pistons, and attachable blast effects. Includes figure and vintagestyle packaging for collector appeal.

Babies can explore new textures, pockets, and crinkly elements in this soft activity book built for early sensory play. A removable Grogu stores inside, while an attached strap supports travel and on-the-go engagement.

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Just Play Star Wars Doorables Grogu Collector Capsules Ages: 5+ | MSRP: $9.99 Unbox a mystery scene, assemble the display, and place a stylized Grogu figure with glittery eyes. Rare variants and removable figures encourage play, trade, and display.

Round 2 AMT Star Wars: The Mandalorian and Grogu Razor Crest Ages: 10+ | MSRP: $86.99 Available: Summer 2026

Funko POP! Star Wars: Mercenary Guard Droid Ages: 3+ | MSRP: $14.99

Modelers can craft their own version of Din Djarin’s starship with this detailed kit. Paint and glue are sold separately.

Fans can collect bobblehead characters inspired by the new movie, including this Mercenary Guard Droid.

Jazwares Star Wars Imperial Remnant Snowtrooper Qualux Deluxe Costume Ages: 8+ MSRP: $44.99 Step into Imperial Remnant gear with a Snowtrooper costume designed for dress-up and role play.

Ravensburger Star Wars: The Mandalorian 1000-Piece Puzzle Ages: 14+ | MSRP: $29.99 This 1,000-piece puzzle captures Din Djarin and Grogu piloting the Razor Crest with detailed artwork and precisely cut pieces. Display the finished project in a frame, or scramble it for hours of repeat play.

Hot Toys exg pro The Mandalorian and Grogu Cable Guys Ages: 8+ | MSRP: $29.99 Gamers can collect The Mandalorian or Grogu (pictured) as sculpted figures that hold gaming controllers or phones.

Grogu Life-Size Collectible Figure Ages: 14+ | MSRP: $270 This life-size Grogu has screen-accurate proportions and a hand-painted finish. A newly developed sculpt with fabric hair elements pairs with articulated construction to support a premium collector presentation.

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Minions & Monsters opens in theaters July 1.

Source: Universal Pictures/Illumination Entertainment

F

rom 1920s Hollywood (with Minions), to Bonnie Anderson’s home and to infinity and beyond, this year’s cinematic slate will transport audiences to a range of imaginative worlds, both on the big screen and in the toy aisle. 2026 is shaping up to be one of the strongest, most toyetic years for the industry since 2019, when audiences experienced blockbusters like Toy Story 4, the live-action version of The Lion King, Spider-Man: Far From Home, Avengers: Endgame, and more in theaters, each offering fun storylines with toys to match.

Fast-forward to 2026, this year’s fully loaded release slate brings entertainment and toys together again, reinforcing their undeniable intersection through a licensing bonanza. Those releases play like a sequel to 2019, including Toy Story 5, Minions & Monsters, the live-action Moana, and Spider-Man: Brand New Day. Throw in this spring’s The Super Mario Galaxy Movie, Star Wars: The Mandalorian and Grogu [pg. 22], and Masters of the Universe [pg. 30], and forthcoming releases like Supergirl, Street Fighter, Avengers: Doomsday, and PAW Patrol: The Dino Movie [pg. 44], and this year is massive. While most of these characters

and franchises have been around for decades, that doesn’t make them stale; rather, it makes them ripe for a new generation of audiences, while offering a sense of nostalgia for older ones.

According to The Hollywood Reporter, Generation Z accounted for 39% of the North American moviegoing audience last year. Although we cannot deny that streaming continues to rise — and don’t forget the streaming-to-cinema success of Netflix’s KPop Demon Hunters — attending a movie in the theater, in any season, remains a meaningful and exciting experience. As many of this year’s films are remakes, sequels, and legacy franchise installments, they are poised to attract Gen Z and millennial audiences by tapping into that nostalgia through revisits of characters and stories that defined their childhoods.

When there are beaches, water parks, and other outdoor activities, going to the movies over the summer may not be every family’s first choice. However, seeing a movie in the theater — or outside at the drive-in — remains a perfect way to escape the heat and reality. Supporting theaters and movies, in turn, supports these toy and game licensing programs.

Minions & Monsters Lights, Camera, Action! Wizard’s Lair Sound Stage ($9.99) hits retail in June alongside the full lineup of movie-inspired toys. | Source: Moose Toys

When kids (or their grown-ups) connect with a film and its characters, that excitement can last for months or even years, creating evergreen business. With that in mind, here are some of the hot items that retailers can stock to keep the movie magic going long after the credits roll.  Annie Marino is an Editorial Assistant at The Toy Insider, The Pop Insider, and The Toy Book.

A native New Yorker, she can often be found on long walks through Central Park or catching a film at the AMC Lincoln Square theater. Marino is passionate about all things pop culture and is an alumna of Fairfield University.

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MOOSE TOYS

BASIC FUN!

Minions Quest for the Monster Set Ages: 4+ | MSRP: $24.99

Lite-Brite X Toy Story 5 ColorPOP! Edition Ages: 6+ | MSRP: $19.99

Activate a multi-step reveal by adding water to the spell book, pouring potion into the mountain, and triggering hidden mechanisms. A twist-and-press feature releases a concealed monster figure.

Kids can create light-up artwork using ColorPOP! templates inspired by all five Toy Story movies. Includes 650 mini pegs, multiple light modes, a translucent screen for detailed designs, and a built-in easel.

MOOSE TOYS Minions Fart Blasters Ages: 4+ | MSRP: $9.99–29.99 Trigger sound and scent effects with the Fart Blaster Pro (pictured), featuring dual fog rings, multiple sound effects, and themed scents, plus a refill pack for extended play. The Mini version delivers compact, battery-powered sound play for toot-tastic fun.

MOOSE TOYS Minions Mini Figures Ages: 4+ MSRP: $3.99 Unbox a 2-inch Minion figure featuring an updated scale and character styling inspired by Minions & Monsters. The assortment includes 12 characters with rare glow-in-the-dark variants for collectibility, trading, and imaginative play.

JAZWARES 8-Inch Disney Pixar Toy Story Squishmallows Ages: 3+ | MSRP: $12.99 Fans can cuddle and collect soft 8-inch plush characters from Toy Story in signature Squishmallows styling.

MATTEL Toy Story Playscale Interactables Assortment Ages: 3+ MSRP: $21.59 These 7-inch scale figures with sounds feature top characters from the Toy Story franchise and new characters from Toy Story 5.

The characters not only have iconic phrases that evoke moments from the film, but they can also recognize and talk to one another.

MOOSE TOYS

RAVENSBURGER

Minions Heroes of Goo Jit Zu Figures Ages: 4+ | MSRP: $13.99

Toy Story 100-Piece Puzzle | Ages: 6+ | MSRP: $17.99

Stretch and squeeze character figures featuring unique fillings, including glucose and rheoscopic swirl effects. Elastic construction extends up to three times in size before returning to form, delivering tactile play with character-driven appeal.

Hamm, Buzz Lightyear, Woody, Rex, Slinky, Aliens, and the Army Men are ready for adventure in this colorful puzzle inspired by Disney and Pixar’s Toy Story.

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TOYNK

JAKKS PACIFIC

Project Hail Mary Rocky 8-Inch Collector Plush MSRP: $39.99 This 8-inch plush re-creates Rocky from Project Hail Mary with a multi-limbed design and printed details.

MCFARLANE TOYS Supergirl and Krypto DC Multiverse: Supergirl Movie Gold Label Deluxe Theatrical Edition Action Figure Ages: 12+ | MSRP: $34.99 This 7-inch Supergirl figure based on the Supergirl film includes Krypto, a removable soft goods coat, and a display base. It features Ultra Articulation and a collectible art card.

The Super Mario Galaxy Movie 5-Inch Action Figure Series Ages: 3+ | MSRP: $19.99 Fans can collect movie-inspired characters, including Mario, Yoshi, Rosalina, and Bowser Jr. in 5-inch scale. Each figure features 10-22 points of articulation and comes with a removable movie-based accessory, all showcased in a window box.

MATTEL Hot Wheels Mario Wheelie Motocross R/C Vehicle Ages: 6+ | MSRP: $53.99 Mario rides an R/C vehicle that performs wheelies with the push of a button. Features character movement and details inspired by The Super Mario Galaxy Movie.

RUBIES II

HASBRO

Supergirl Deluxe Costumes Ages: 4+ | MSRP: $39.99-50.99 Available: Summer 2026 Kids and adults can dress as Supergirl with costume sets featuring a dress, cape, belt, and boot covers inspired by this summer’s big-screen adventure starring Milly Alcock.

FUNKO Pop! Rides Supergirl Lobo on The Spacehog Ages: 4+ | MSRP: $25 Inspired by Jason Momoa’s appearance as Lobo in Supergirl, this collectible pairs the fan-favorite antihero and his Spacehog vehicle for a shelf-worthy display.

Spider-Man 2-in-1 Super Chompin’ Tank Ages: 4+ | MSRP: $39.99 Available: Summer 2026 Kids can re-create the adventures of their favorite web-slinging superhero with this vehicle based on Spider-Man: Brand New Day. It features multiple driving modes, a cockpit that fits two ActionVerse figures (sold separately), a projectile launcher, and more.

THE LEGO GROUP LEGO Marvel Spider-Man vs. Hulk Epic Clash Ages: 8+ | MSRP: $89.99 Available: Summer 2026 Kids can create an epic showdown between Spider-Man and the Hulk with this LEGO set, featuring a towering office building ready to be smashed.

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HASBRO KPop Demon Hunters Role-Play Collection Ages: 6+ | MSRP: $9.99–19.99 Available: July 15, 2026 Light sticks for HUNTR/X and Saja Boys feature IR sync for group concert play, while NERF Zoey’s Spirit Blades (pictured), Rumi’s Four Tiger Sword, and Mira’s Curved Moon Sword deliver foam role-play weapons in multiple sizes for cosplay and characterdriven play.

MATTEL KPop Demon Hunters Core Fashion Dolls Ages: 4+ | MSRP: $26.99 Available: July 15, 2026 Show the rest of your doll collection how it’s done, done, done with this collection of KPop Demon Hunters fashion dolls. This lineup of dolls features Rumi, Mira, and Zoey dressed up for their opening performance and the Saja Boys’ Jinu dressed up in his “Soda Pop” outfit.

FUNKO

JAZWARES

KPop Demon Hunters Pop! Vinyl Figures Ages: 4+ | MSRP: $14.99 each

KPop Demon Hunters 3-Pack 4-Inch Clip-On Plush Ages: 6+ | MSRP: $9.99 Add clip plush versions of Rumi, Mira, and Zoey to bags or accessories for on-the-go fun.

Step into the world of KPop Demon Hunters with these Pulse of Play Award-winning Pop! Vinyl Figures. Styles include members of HUNTR/X and the Saja Boys in film-inspired looks.

TOMY Jixelz Remix KPop Demon Hunters Collection Ages: 8+ | MSRP: $14.99 Available: August 1, 2026 Assemble characters using more than 750 micro puzzle pieces with templates and display stands. Builds feature Rumi, Zoey, and Mira.

MOOSE TOYS Gui Gui KPop Demon Hunters Ages: 6+ | MSRP: $12.99 Available: Summer 2026 Mix and customize slime inspired by KPop Demon Hunters, including characters and themed elements. Each set features unique textures, scents, charms, and a collectible plaque.

SPIN MASTER KPop Demon Hunters Collection Ages: 6+ | MSRP: $9.99-34.99 Available: July-November 2026 This phased lineup includes 4D Build character model kits, Cool Maker Heishi Stack’d Bracelet Maker, Cool Maker Shimmer Me Body Art, Kinetic Sand Ramyeon Cups, and KPop Bitzee Stage, bringing the hit movie into new categories in the toy department.

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Mattel maps out a global Masters of the Universe launch that blends kid-first play, collector appeal, and licensing scale for a cross-generational icon.

by JAMES ZAHN, Editor-in-Chief

O

ne of the most heroic icons of the 1980s is back in a big way, as He-Man toplines a cinematic Masters of the Universe (MOTU) adventure, delivering on the promise of a franchise that’s been inspiring fans for more than four decades.

Behind the scenes, Mattel began development of a global consumer products program in parallel with production at Amazon MGM Studios, the company that finally managed to get a live-action film off the ground following years of false starts as the project passed through Warner Bros., Sony, and Netflix. Getting MOTU right meant creating something worthy of the big screen, avoiding the disappointment of Cannon Films’ 1987 attempt (which has since become a cult classic), and positioning the franchise for the future.

POWERFUL ALIGNMENT For Mattel’s Nick Karamanos, Senior Vice President, Action Figures, Preschool & In-Licensing, that early alignment set the tone for everything that followed.

“Usually, as you know, our timelines are a good 18 months out as we start thinking about what we want to do,” Karamanos says. “As the movie was being developed and ideated and the scripts were being read and reread, we were in

lockstep with Amazon MGM.” That collaboration gave Mattel visibility into the film’s direction as it evolved, allowing teams to build products that reflect both the original brand’s DNA and the updated look of the new film, directed by Laika CEO and Academy Award nominee Travis Knight, a filmmaker with toyetic experience, having made his live-action debut helming Paramount’s Bumblebee, from Hasbro’s Transformers universe.

“We obviously want to honor the history,” Karamanos says. “The color palette, what Adam [played by actor Nicholas Galitzine] looks like — there are a ton of similarities to what we all remember growing up. But then you also do the updates where you need to and where it makes sense to make it more modern.”

Balancing legacy design and storytelling with modern execution drives the entire program.

BUILT FOR KIDS. BACKED BY LEGENDS. “There are several important icons that are touchstones of the brand — He-Man riding Battle Cat; the fact that Castle Grayskull is both mysterious and scary; the menace of Skeletor and Snake Mountain — I think the mix of colorful characters, humor, and genuine menace are a perfect brew that can make

MOTU resonate, even with audiences who didn’t grow up with the brand,” says Adam McCombs of Battle Ram Blog and He-Man.org, noting that the franchise has much to tap into for appeal, including a “perfect balance between technology and sword and sorcery.”

In the toy department, action figures remain the primary foundation of the MOTU brand, with a Kids Core line, collector-focused Chronicles assortment, and updated Origins — channeling the vintage, 1980s line’s 5.5-inch scale and beefy, muscular aesthetic — hitting a variety of price points and interests.

“Product quality is a non-negotiable for us,” Karamanos says. “The sculpts, the points of articulation, the accessories, the different faces, hands, the weapons — that’s the standard.”

That standard extends across packaging as well, which Mattel considers part of the total product experience. It also applies across internal development and external licensing, ensuring consistency throughout a program that reaches far beyond toys.

Mattel is working with more than 70 global partners, including Bioworld, BoxLunch, Factory Entertainment, Funko, Hot Topic, Mad Engine, Mondo, Mono-

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gram International, Muckle Mannequins, Open Road Brands, Rubies II, Spirit Halloween, and Zumiez, on collaborations spanning apparel and accessories, collectibles, publishing, lifestyle products, and more.

“You’ve got collectors who grew up with the franchise, fans who know about it and are ready to engage, and kids discovering it for the first time,” Karamanos says. “All of the partnerships are geared to hit those different consumers.”

An additional layer is that some of the partners were MOTU kids themselves, now forging products with an Eternian flair.

“The very first film I saw at the cinema was Masters of the Universe in 1987,” recalls Anthony Marks, Founder and Managing Director of U.K.-based Fanattik. “It is mind-blowing that Fanattik is now a kidult gift and collectible licensee for the franchise.”

INSPIRING IMAGINATION Action figures and playsets tend to draw the most attention at retail, but role-play remains a key category for kids.

The new movie presents epic moments that will spark kids’ imaginations.

“The transformation of Prince Adam into He-Man might be the most iconic thing in Masters of the Universe,” McCombs says, “And from what we’ve seen from the trailers, it really gets that right.”

For Mattel, capturing those iconic moments meant spending time on the film’s London set, observing how characters, costumes, and environments came together during production.

“There’s nothing like going to the set and seeing it, feeling it, hearing it,” Karamanos enthusiastically recalls. “I happened to be there when they were building Castle Grayskull. The smell of the lumber — it was incredible.”

Insights gathered on set helped connect the on-screen experience with what ultimately lands at retail, like a 27-inch Power of Grayskull Power Sword, complete with lights, sounds, and vibration.

Beyond the action aisle, Mattel’s MOTU product range also includes Barbie dolls, Hot Wheels die-cast, games, construction sets from Mattel Brick Shop, limited drops via Mattel Creations,

and a full publishing program.

While the film carries an e-commerce giant’s name in the Amazon MGM Studios banner, the product line extends across major mass retailers, specialty accounts, and global partners.

“You’re going to see this everywhere around the world in brick-and-mortar,” Karamanos says. “Retailers have been amazing supporters because it all comes together with the product and what they’re seeing from the film.”

1

THE ADVENTURE CONTINUES

2 Mattel is investing in content designed to keep kids’ attention. New Masters of the Universe animation de3 buts on YouTube this summer, part of a multiyear MOTU roadmap.

“For us, it’s about the totality of the property and how we keep it going for kids,” Karamanos says. “That’s a huge 6 4 part of the plan.”

Powerful Karamanos, who grew up with the 5 Licensing: original line, also says that the opporBoxLunch (1), tunity to work on the brand carries Fanattik (2), Temptations (3). ALTRD a personal dimension. His favorite State (4), Beeline Creative (5), and character remains Trap Jaw, with an Studio Forge (6) are among the more affection for Stinkor and a nod to the than 70 MOTU movie partners. villains and deep cuts that often resonate most with dedicated fans. For McCombs, Camila Mendes an appearance by his favorite character, (Teela) shows off her MOTU Mer-Man, along with the famed dungeon Chronicles grate from the original Castle Grayskull Action Figure. playset, remains on the wishlist.

Fanattik’s Marks believes there’s something bigger at play following meetings in London and Nuremberg earlier this year. “Retailers are seeing this new film as a gateway to a whole revival of interest to the classic cartoon show,” he says. “My prediction is that the original series is going to be the next retro title to have it’s time in the sun once again.”

As audiences experience Eternia on June 5, Mattel is betting that the power of Grayskull still holds — not as a dusty relic, but as a living, shining, evolving brand with room to grow. If that vision connects, new generations will forever “HAVE THE POWER!” 

More MOTU on the next page...

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MATTEL

FUNKO

Masters of the Universe Kids Core Action Figures | Ages: 6+ | MSRP: $9.99

Masters of the Universe Pop! Vinyl Figures Ages: 4+ | MSRP: $14.99

Kids can bring home the battle of good vs. evil with this 5.5-inch scale line of action figures, featuring He-Man (pictured), Teela, Skeletor, Beast Man, Skel-Knight, Mekaneck, Ram Man, and more. Each figure has 14 points of articulation and comes with a movie-related accessory. Also available: Battle Cat ($21.99) sold separately.

Funko fanatics can add Pop Movies! He-Man, Prince Adam, Teela, Man-At-Arms, Evil-Lyn, Skeletor (pictured), and Baby Cringer to their collections.

ZUMIEZ MATTEL Masters of the Universe Chronicles Action Figures | Ages: 6+ | MSRP: $24.99 These 1:12-scale, screen-accurate action figures feature actor likenesses and premium packaging designed for collectors. Fans can collect He-Man, Man-At-Arms (pictured), Teela, Skeletor, Evil-lyn, Tri-Klops, Trap-Jaw, and more. Battle Cat ($39.99) sold separately.

Masters of the Universe Fashion & Skate Collection Ages: 13+ | MSRP: $4.95-64.95 Zumiez presents an epic, 25-piece collection available in-store and online featuring 11 T-shirts, skate decks, stickers, and belts.

FANATTIK Masters of the Universe Pin Badge Ages: 3+ | MSRP:$13.99

MATTEL

Muscles, big shiny sword, all over tan. Who else could you be describing than Prince Adam himself? This limited-edition pin badge depicting the Champion of Grayskull is limited to 9,995 pieces worldwide.

Masters of the Universe Origins Action Figures Ages: 4+ | MSRP: $19.99–24.99 Inspired by both the live-action film and the vintage MOTU collection, these 5.5-inch-scale figures feature a powerful stance, 16 points of articulation, swappable parts, and character-specific accessories.

Fans can collect He-Man, Spikor (pictured), Man-At-Arms, Tri-Klops, and the Deluxe Beast Man and Trap-Jaw.

MATTEL

ROLE-PLAY

Masters of the Universe He-Man & Sky Sled Pack Ages: 6+ | MSRP: $26.99

Kids and grown-ups can live the adventure in costumes from Rubies II (pictured right), the Power of Grayskull Power Sword from Mattel (above), Skeletor Talking Mask (above right), and Stunt Prop Replica weapons from Factory Entertainment (below right).

Kids can deploy button-activated missiles against Skeletor and his minions with this 5.5-inch scale He-Man figure with metallic-detailed armor and his film-inspired Sky Sled vehicle.

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MASTERS OF THE UNIVERSE In Masters of the Universe, director Travis Knight brings the legendary franchise back to the big screen in an epic live-action adventure. After being separated for 15 years, the Sword of Power leads Prince Adam (Nicholas Galitzine) back to Eternia where he discovers his home shattered under the fiendish rule of Skeletor (Jared Leto). To save his family and his world, Adam must join forces with his closest allies, Teela (Camila Mendes) and Duncan/ Man-At-Arms (Idris Elba), and embrace his true destiny as He-Man — the most powerful man in the universe. In theaters June 5, 2026

EVEN MORE MOTU: Not since Mattel’s Barbie: The Movie has there been such depth to a toyetic movie launch. Additional products include the Pop! Town Castle Grayskull with Sorceress from Funko (above), books and comics from Dark Horse (above right) and others, action figure multipacks, vehicles — like Roton and the Fright Fighter (below), construction sets and Nano Figures from Mattel Brick Shop (below right), a meal promotion with Denny’s, and theater-exclusive popcorn buckets and collectibles.

MATTEL Barbie Signature Collection Masters of the Universe He-Man and Teela Ages: 6+ MSRP: $55 each These collectible dolls feature premium movie-inspired detailing and articulation and come in collector-friendly window boxes.

MATTEL Life-Size Masters of the Universe Chronicles Havoc Staff MSRP: $189.99 Myah! Take control of Skeletor’s dark magic with this life-sized, rechargable version of the Havoc Staff, featuring sound effects, lights, and fog fluid-powered “smoke” effects across Active and Sentry modes.

All photos courtesy Mattel/Amazon MGM Studios

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Source: stock.adobe.com

PLAY WITH PURPOSE

A FORCE FOR GOOD Why Play Is One of the Most Powerful Tools for Social Change

by GENNA ROSENBERG, Founder, GennComm, GennComm ImaGENNation, Play with Purpose

F

or most people, toys and play unlock memories in an instant. A favorite character. Family game night. The rush of opening something new. Hours spent building, drawing, pretending, and collecting. Play has a way of staying with us.

For those of us who made careers in toys and entertainment, it has always meant more than fun. Play shapes culture. It influences how people see themselves and how they relate to the world around them.

After more than 30 years working in toys, licensing, and entertainment, I have seen firsthand how deeply toys, characters, games, and play experiences can impact lives.

Characters such as Pokémon’s Pikachu, Bluey, and the Care Bears live far beyond the toy aisle. They become part of childhood, family traditions, fandom, and shared language. They carry meaningful influence across generations.

INFLUENCE = RESPONSIBILITY Children often meet the world through play before they fully understand it. The stories they hear, the characters they admire, and the toys in their hands can help shape confidence and possibility. When children see themselves reflected in play — through culture, ability, gender, or background — it creates a powerful sense of belonging that continues into adulthood.

Play for adults can be stress relief, self-expression, or time spent reconnecting with family and friends. For seniors, puzzles, games, and music support engagement, joy, and community.

PLAY IS LIFELONG That is why toys are more than products. They tell stories. They encourage connection. They reinforce ideas about friendship, courage, empathy, and creativity. When entertainment brands move into toys and consumer products, those stories become part of everyday life and the audience embraces them as their own. That’s where the real power of play lives. And right now, that matters.

Let’s be real. No matter what your age or beliefs are, we are all living in some scary times, and toys create comfort. They can lower walls, bring people together, and offer moments of relief when they are needed most.

The multi-billion-dollar toy industry reaches millions of people worldwide.

What we make matters.

I’m encouraged by the number of companies exploring better materials, accessibility, inclusion, emotional learning, creativity, collaboration, comfort, and connection. Those shifts show growing awareness that play can have real impact.

One of the most meaningful parts of my career today is mentoring and teaching students who want to enter this

industry. Many are surprised to learn there are more than a thousand companies and employers across the U.S. connected to toys, licensing, gaming, and entertainment where they can put their own skillsets and impact-driven values to use in this business.

The next generation wants to build brands with meaning. They want to entertain, of course, but they also want to improve lives.

THAT GIVES ME OPTIMISM The toy industry has always run on imagination. But imagination becomes stronger when paired with purpose.

When we create with intention, play can support empathy, well-being, connection, and positive change.

“Power is the ability to achieve purpose and affect change,” wrote Dr. Martin Luther King Jr. in his autobiography.

That sounds like the power of play. 

Genna Rosenberg is a 30-year toy, licensing, and entertainment industry executive focused on social impact, consumer products, and business strategy. She is the founder of global licensing and product agency GennComm, GennComm ImaGENNation, and Play with Purpose. She writes, speaks, and mentors companies, students, and professionals about the intersection of play, culture, and purpose-driven leadership.

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n toy departments packed with options, kids gravitate toward their favorite brands across toys, games, and collectibles. New and emerging IP, such as Netflix’s KPop Demon Hunters, is capturing young minds through unique characters and adventurous storytelling. Amid rising stars, classic, evergreen brands like Hello Kitty and Care Bears continue to capture kids’ hearts and attention. As licensing programs and collaborations expand, the toy department will see a boost in playsets, action figures, plush, and more. Here are 11 brands to watch at Licensing Expo this year. 

KPOP DEMON HUNTERS KPop Demon Hunters is showing the licensing world how it’s done, done, done. The animated movie is Netflix’s most popular film of all time, with its song “Golden” spending eight weeks at No. 1 on the Billboard Hot 100. KPop Demon Hunters has also earned multiple industry accolades, including a Grammy, two Oscars, two Critics’ Choice Awards, two Golden Globes, and The Toy Book’s Pulse of Play Award for Entertainment Property of the Year.

The brand’s popularity continues to grow through collaborations with toy powerhouses like Mattel, Hasbro, Jazwares, and Funko, which scored the Viral Hit of the Year Pulse of Play Award for its Pop! Vinyl figures collection. HUNTR/X fans can also expect new products from The LEGO Group, Moose Toys, Hot Toys, Spin Master, and more in the coming months.

Licensing Expo’s opening keynote, “The Netflix Effect on Fandom: A Fireside Chat with Marian Lee, Chief Marketing Officer, Netflix,” takes place at 10 a.m. on May 19 in the License Global Theater.

Visit Sony Pictures Animation in Booth No. N214 Source: Mattel

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HELLO KITTY & FRIENDS

FUGGLER

Source: ZURU

Fuggler, “funny ugly monsters,” continues to carve out space in the collectibles aisle with its signature “ugly-cute” aesthetic. The brand is growing through licensed collaborations with Teenage Mutant Ninja Turtles, The Lord of the Rings, DC, SpongeBob SquarePants (pictured), and Gremlins.

Cloudco Entertainment’s Care Bears join the fun with Fuggler plush of Cheer Bear, Grumpy Bear, Share Bear, and Togetherness Bear, rolling out this year.

Visit ZURU in Booth No. C78

Say “hello” to Sanrio’s flagship character and her crew of loyal friends. Hello Kitty never goes out of style and continues to drive global licensing momentum across toys and games, collectibles, apparel, and accessories.

Recent collaborations and partnerships have spawned products featuring Hello Kitty, Kuromi, My Melody, and other Sanrio pals from Jazwares, Igloo, and Converse. Even Pop Mart’s Labubu (pictured) teamed up with Hello Kitty, proving this brand isn’t saying “goodbye” anytime soon.

Visit Sanrio in Booth Nos. C80, H80, J77, and J82 Source: Pop Mart

Source: PMI Kids’ World

MINECRAFT Minecraft continues to bring more brick-themed adventures to its devoted fanbase. Following the box-office success of A Minecraft Movie, a sequel is slated for July 2027.

Disguise, a division of JAKKS Pacific, renewed its multi-year licensing agreement to bring more costumes and accessories inspired by the video game franchise.

The company will also develop products to support the anticipated sequel.

Visit Minecraft in Booth Nos. J98, J100, and J103

THE CREATURE CASES Special agents Sam and Kit are traveling the world to solve exciting mysteries and to appear in kids’ toy boxes.

From Sony Pictures Animation, and streaming on Netflix, The Creature Cases is an animated series featuring science facts, detective work, and animal adventures.

PMI Kids’ World recently launched the brand’s first toy line, including the R.O.N. Jet Playset (pictured), CLADE Cycle, and Mice Squad Van. Visit Sony Pictures Animation in Booth No. N214 Source: JAKKS Pacific

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GODZILLA Godzilla is making roaring returns on and off the screens. Apple TV’s Monarch: Legacy of Monsters returned for a second season this year, featuring sightings of Godzilla, Kong, and Titan X. Upcoming releases include Godzilla Minus Zero (Nov. 6) and Godzilla X Kong: Supernova (in production).

In toys, Playmates Toys, Bandai Namco Toys & Collectibles America, and others continue to support the brand, while IDW Publishing plans a Sonic the Hedgehog X Godzilla comic book series, with the first issue launching this summer.

Visit Toho International in Booth No. D82

CARE BEARS

Source: Basic Fun!

Care-A-Lot’s famous residents return to spread their messages of kindness, empathy, and friendship through Cloudco Entertainment’s global Care Bears licensing program.

As a master toy partner, Basic Fun! brings pop-culture crossovers with notable brands like Universal Monsters, Wicked, Stranger Things, and Harry Potter (pictured).

Additional collaborations with Wow! Stuff, PMI Kids’ World, ZURU, and Ravensburger further extend the brand at retail, and the next wave of deals will happen at Licensing Expo.

Source: Bandai Namco Toys & Collectibles America

Visit Cloudco Entertainment in Booth No. C170

ONE PIECE The Straw Hat Pirates sail the licensing seas with a new wave of products on deck. From its origins as a Japanese manga, One Piece spans anime, live-action, and more, with a boatload of toys and collectibles plus a hit trading card game in tow.

This year, Hasbro brings the action through its NERF collection, including the Going Merry Blaster and three foam katanas inspired by Roronoa Zoro. Moose Toys joins the high-seas adventure with a range of plush, collectibles, and action figures tied to the franchise.

Visit Toei Animation in Booth No. J122 Source: Hasbro

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POPPY PLAYTIME The horrors of Playtime Co. are becoming familiar in the toy department. The Poppy Playtime video game series follows an ex-employee who returns to the factory years later in search of their missing coworkers. The latest installment, Poppy Playtime Chapter 5, launched for PC on Feb. 18, with console versions expected later this year. Building on its success, Mob Entertainment debuted a new storefront and is launching an action figures line with McFarlane Toys.

Visit Mob Entertainment in Booth No. K236 Source: McFarlane Toys

STRAWBERRY SHORTCAKE Strawberry Shortcake returns, and she is sweeter than ever! The berry-themed character has a fresh new look and will appear in new CG-animated content designed for young audiences. Future animations will feature familiar themes like baking and friendship.

Alongside new content, Strawberry Shortcake recently joined MGA Entertainment’s L.O.L. Surprise! line, adding berry-sweet touches to the collectibles brand, which remains a retail staple through collaborations with The Loyal Subjects, Loungefly, Bioworld, and additional partners.

Visit WildBrain CPLG in Booth No. J204

Source: Cutesy

LITTLE CORGI CUTIES Cutesy creates digital content to connect audiences through the power of laughter and imagination. Founded by renowned illustrator Jerrod Maruyama and toy industry veteran Hugo Stevenson, Little Corgi Cuties posts animated shorts, GIFs, and artwork across its various social media platforms. Little Corgi Cuties is moving from online content to IRL merchandise through its partnership with Kaufman Licensing and Cra-Z-Art. With 156 CGI shorts and 208 animated GIFs coming later this year, this corgi is sure to bring fun to its audiences.

Visit Cutesy in Booth No. A220 Source: MGA Entertainment

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PAW Patrol: The Dino Movie | Source: Paramount

Unlocking the Value of Spin Master’s Biggest Brands

by JAMES ZAHN, Editor-in-Chief

L

ast year, behind the gray concrete walls of a nondescript corporate park near Los Angeles, retail buyers found themselves transported to an uncharted tropical paradise where dinosaurs still dominate the landscape.

There, in Spin Master’s LA office, lush cinematic foliage and fog effects gave way to a big reveal, one that would quickly spark talk of a “Hot Holiday Toy” for

2026 — the PAW Patrol: The Dino Movie Megasaurus Dino Vehicle.

Fast-forward to Toy Fair New York and the vehicle, complete with its “wow” feature — a two-foot inflatable dino (pictured left) — was one of this year’s buzziest toys, proving that after 13 seasons on TV, countless toys, and a trio of movies, PAW Patrol is still on a roll.

“PAW Patrol is built on a timeless foundation — community, teamwork, and the belief that even the smallest heroes can make a big difference.

That clarity of purpose has helped the franchise to endure and remain a top preschool property globally,” says Spin Master’s Maryellen Zarakas, SVP Global Consumer Products & Franchise Development. “We’re building towards one of the biggest moments yet for PAW Patrol with the release of our third movie. We can’t wait for preschoolers and their families to join us on this dino-sized adventure!”

Backed by a robust toy line and an extensive consumer products program developed in collaboration with Paramount, PAW Patrol: The Dino Movie (Aug. 14) is the anchor point for a big year at Spin Master, one that unlocks the power of the company’s biggest brands through partnerships and legendary IP. TOCA BOCA Each month, close to 60 million kids worldwide engage with games created by Toca Boca, Spin Master’s Sweden-based digital games studio. Since its launch in 2011, Toca Boca’s games have been downloaded more than 1.1 billion times, spawning a powerful tween fanbase.

This August, that digital ecosystem is planting a flag in the real world through a collection of plush toys, collectibles, tech accessories, and stationery products available exclusively at more than 200 MINISO stores across the U.S. MINISO and Spin Master are supporting the launch with in-store experiences, including eye-catching window displays, life-size character cutouts, and visual merchandising.

“Our debut collection is designed to allow fans to be as creative offscreen as

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BRANDED CONTENT

they are onscreen, blending imagination and playfulness while also staying true to Toca Boca’s mission of giving tweens endless ways to express themselves,” Zarakas said when the collaboration was announced last fall.

MELISSA & DOUG For nearly 40 years, Melissa & Doug has been a staple of playrooms and classrooms, fostering imaginative, kid-powered, purposeful play. Part of the Spin Master portfolio since 2024, an evolution is underway, extending Melissa & Doug’s reach into a 360-degree lifestyle brand that connects families in new ways.

On October 13, Penguin Young Readers, an imprint of Penguin Random House, will release its first three titles in a new series inspired by Melissa & Doug’s acclaimed wooden toys. Led by Melissa & Doug: The Toy Kitchen Cookbook, penned by award-winning chef and author Sohui Kim with photographs by Rick Holbrook, the series continues with new titles planned for 2027.

“At Melissa & Doug, everything we create is grounded in the belief that purposeful play fuels imagination and lays the foundation for real-life learning and development,” says Lauren DeFeo Duchene, President, Melissa & Doug.

“Now we are expanding our presence to play a broader role in the lives of today’s families, extending beyond the toy aisle.”

Looking ahead, a brand refresh and additional licensing partnerships will carry Melissa & Doug into playful new categories at retail.

TOP IPS AND TCGS With a portfolio that already includes Monster Jam, Ms. Rachel, Gabby’s Dollhouse, and DreamWorks Dragons, Spin Master welcomes new partnerships. A collaboration with Universal for Hatchin’ Yoshi, inspired by The Super Mario Galaxy Movie, is one of this year’s early hits, while products inspired by Netflix’s KPop Demon Hunters (see page 29) hit retail beginning this summer. Meanwhile, Spin Master’s 4D Build puzzles span top franchises, including Pokémon, Star Wars, Masters of the Universe, Marvel, Harry

Potter, and F1. In plush and seasonal, GUND and SwimWays feature Sanrio’s Hello Kitty, Batman, Bluey, Disney, and more. Even Rubik’s is in on the licensing action with products like the recent Tetris Cube.

Spin Master recently inked a deal with the Hidden Pigeon Company to bring author and illustrator Mo Willems’ The Pigeon, Elephant & Piggie, and Knuffle Bunny to products from GUND and Melissa & Doug this fall, in addition to digital experiences via Sago Mini.

Another big fall release is Hellbreak, a new entry into the red-hot trading card game (TCG) category, developed in collaboration with Universal Products & Experiences and the game design team at Ghost Galaxy. The competitive, collectible TCG has gameplay involving a “Monster Sandbox” inhabited by Universal Monsters and other characters from additional studios to be announced prior to the game’s release.

“Hellbreak celebrates the world of horror in a fast, bloody, highly collectible TCG that brings together the ultimate killer lineup of horror icons from across the genre,” comments Angus Walker, VP Marketing, GBU Lead, Game & Outdoor.

“It’s a head-to-head game that gives players the opportunity to finally play out their dream (or nightmare) match-ups of horror titans they’ve known and loved.”

But this isn’t Spin Master’s only path into hobby stores and card shops.

Through a deal with Officina Comunicazione, Spin Master acquired exclusive distribution rights to the Skifidol Italian Brainrot TCG in the U.S. and Canada. Spin Master is translating the viral sensation into English and plans to launch the game to mass and specialty retailers beginning this month with the Alpha Series’ “Psychedelic Universe.”

From evergreen franchises and breakout entertainment to emerging categories with serious retail upside, Spin Master’s pipeline shows no signs of slowing down. Visit Spin Master at Licensing Expo (Booth No. J192) to explore what’s next, discover fresh opportunities, and get a first-hand look at the brands driving the future of play. 

Melissa & Doug’s first books from Penguin Young Readers arrive October 13, 2026.

PAW Patrol: The Dino Movie toys stomp into retail beginning July 1, 2026.

Hellbreak and Skifidol Italian Brainrot mark Spin Master’s entry into the booming trading card space.

Spin Master renewed its worldwide master toy licensing agreement for Feld Motor Sports’ Monster Jam for an additional 10 years.

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BRAND LICENSING EUROPE 2026

The momentum from Licensing Expo continues in London.

Presented by Informa Markets’ Global Licensing Group

L

icensing Expo and Brand Licensing Europe (BLE) continue to post strong results, reinforcing their status as two of the licensing industry’s key global events. Licensing Expo, held May 19-21 in Las Vegas, once again drew retailers, exhibitors, licensors, manufacturers, and first-time participants from around the world. The annual show remains an important marketplace for building relationships, advancing deals, and identifying new opportunities across categories. That momentum now shifts to BLE, which returns to London this fall.

The strong presence of established companies and newer entrants at Licensing Expo reflects an industry that continues to adapt, expand, and look

for fresh ways to connect brands with consumers. It also sets the tone for a busy BLE, where companies across toys, games, entertainment, sports, and consumer products will gather for three days of meetings and discovery.

SHAPING THE FUTURE BLE, the flagship event of the European licensing industry, is where leading brands, manufacturers, retailers, and industry professionals from around the world come together to collaborate, innovate, and shape the future of licensing, with a specific focus on the EMEA region — be that IP coming out of the region, or to do business within the region. The 2026 event, taking place in London from

October 6-8, promises to deliver its strongest lineup yet, featuring a dynamic mix of returning and first-time exhibitors across key verticals such as sports, apparel, toys and games, entertainment, gaming, and food and beverage.

Nearly 200 exhibitors have already committed, including more than 70 companies from mainland Europe. More than 2,500 brands will be represented on the show floor.

Last year, visitors from France, Italy, Germany, and Spain surged 8%, giving BLE its largest European audience to date, underlining the role licensed brands continue to play in everyday purchasing decisions. For companies in the toy business, BLE offers a chance to meet

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licensors, licensees, manufacturers, and service providers while exploring partnership and product opportunities.

An increase in new business activity heading into this year’s event is a sign that demand remains strong for innovative licensed products and fresh collaborations involving both emerging and established properties.

PLAYFUL OPPORTUNITIES Toys and games will shine at this year’s BLE, with exhibitors representing licensors and licensees with opportunities spanning every aisle of the modern toy department.

Select exhibitor highlights include: A standout in the cards and games category, Winning Moves (U.K.) is both a licensee and licensor with an impressive portfolio of original, licensed, and personalized games tailored for business customers and organizations.

It counts among its licensing partners some of the biggest names in toys and entertainment, such as Hasbro, Warner Bros., Disney, Universal, Marvel, and Pixar, making it a key player in the industry.

Posh Paws (U.K.) continues to build its plush presence as a leading licensee, offering products tied to popular characters and brands, including One Piece, Batman, Godzilla, Mr. Bean, Harry Potter, and many more, through deals with top studios.

Famebros (Hong Kong), known for Cinereplicas, is an exciting exhibitor to watch, with a portfolio of licensed stationery, water bottles, home goods, silicone molds, and accessories inspired by major franchises and IP, including KPop Demon Hunters, The Lord of the Rings, The Little Prince, DC Comics, and the French Football Federation, among others.

The Noble Collection (U.K.) remains a premium player with chess sets, puzzles, games, jewelry, and licensed products inspired by Minecraft, The Wizarding World of Harry Potter, Minions, Game of Thrones, Jurassic Park, and many more.

Miriat (China) rounds out the mix with plush, vehicles, compounds, teddy bears, and a broader assortment of novelty products. The company maintains partnerships with IP owners and retailers, including Walmart, MINISO, The Coca-Cola Co., Universal, PMI Kids’ World, and several others.

This year, a strong lineup of new exhibitors joins returning industry leaders, including Mattel, Hasbro, The LEGO Group, Jazwares, and Spin Master. They are part of more than 200 exhibiting companies, including Netflix, Sony, The Pokémon Company International, Paramount, NBCUniversal, the NFL, the Natural History Museum, and FC Barcelona.

Brand Licensing Europe will take place in London, Oct. 6-8, 2026. Visit BrandLicensing.eu to register interest and receive updates when registration opens.  All photos courtesy Global Licensing Group

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WIT STORIES

THE FUTURE WE'RE BUILDING

Welcoming the WiT Foundation’s 2026 Scholarship Recipients

by ANGELINA CASTRO, Executive Director, Women in Toys, Licensing and Entertainment

E

very year, when I read our scholarship applications, I think the same thing: The future of this industry is in good hands.

Not because these students have it all figured out, but because of how they think. The questions they’re asking.

The intention behind what they want to build. The way they already understand that what we create for kids and families actually matters.

At Women in Toys, Licensing & Entertainment (WiT), our Foundation Scholarship Program is one of the most important ways we support that future.

It’s not just about financial support. It’s about access, connection, and helping someone see a path into an industry that can feel hard to break into if you don’t already know your way in.

For many of our scholars, that’s exactly what this moment represents.

One of the biggest gaps we see is awareness of the industry itself. Many students don’t fully understand the scope of the consumer products space or how toys, licensing, and entertainment connect. When exposed to the full ecosystem, it opens up entirely new ways of thinking about their careers and where their skills can apply.

That exposure matters because it brings more innovative and forward-thinking people into the industry.

And that’s what pushes us forward.

That’s also why bringing our scholars to Licensing Expo matters. It’s where they can see the industry in action, understand how brands, products, and storytelling come together, and begin to see themselves in roles they may not have known were possible.

This year’s recipients reflect just how broad and interdisciplinary our

industry has become. They’re studying everything from finance and cognitive science to toy design, business, and engineering, and thinking about how those disciplines come together to shape more thoughtful and inclusive experiences.

Estefany Calderon, a finance and economics student at Loyola University New Orleans, is thinking about representation through the lens of licensing and consumer products, shaped by her personal experience growing up in a bilingual household.

Martha Carrillo, a cognitive science major at the University of California, Merced, is focused on how children learn and how we can design products that meet them where they are.

Zalika Johnson, studying toy design at FIT in New York City, is driven by a simple but powerful idea: Every child deserves to see themselves reflected in the toys they play with.

Sharon Kim, at The Wharton School, brings a business and consumer lens, thinking about how products not only

function but also make people feel.

Madeline Lau, studying business administration at the University of the Fraser Valley, is drawn to storytelling through play and how it shapes the way kids engage with the world.

Madison Sylvester, combining electrical engineering with AI Systems at Western University, is exploring the intersection of technology and play, with a focus on innovation that is both meaningful and responsible.

These aren’t just future hires.

They’re future decision-makers, creators, and leaders who will shape what this industry looks like, and who it serves, for years to come.

We’ll be welcoming them to our annual WiT Breakfast during Licensing Expo at Mandalay Bay, May 20, which is always one of my favorite moments.

Watching that first connection happen between students and industry leaders is powerful. You can see the shift when possibility starts to feel real.

I’ve learned that talent is everywhere, but access to opportunity isn’t.

That’s exactly what the WiT Foundation Scholarship is designed to change.

I’m incredibly proud to introduce our 2026 WiT Scholars and even more excited to see what they do next. 

Angelina Castro has been in the consumer products business for 18 years, crafting stories for some of the world’s most beloved brands across toys, apparel, and entertainment. In addition to her extensive consumer products experience, she is passionate about amplifying underrepresented voices through non-profit work. Castro is currently the Executive Director for Women in Toys, Licensing & Entertainment.

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STATE OF THE INDUSTRY

THE POWER OF LICENSING IN TODAY’S TOY MARKET

Maura Regan of Licensing International discusses industry trends and why licensing continues to shape the toy aisles.

by KATHERINE M. HILL, Associate Editor

A

s President and CEO of Licensing International, Maura Regan oversees the leading trade organization representing the global brand licensing industry. With decades of experience across entertainment, publishing, and consumer products, Regan has a front-row seat to the trends shaping how brands expand into toys, experiences, and beyond.

Timed with Licensing Expo, Regan shares insights on her career, industry growth, emerging trends, and what players in this space should be watching.

MR: That’s the gazillion-dollar question.

What does that experience look like? A brand can become so much greater than its original core business through licensing because it’s in touch with its consumers and its fans, [when] it is meeting them where they are.

Today’s consumers want to experience a brand in many, many different ways. If you’re able to create an emotional connection with the consumer, that’s ultimately

The Licensing Book: What first drew you to the licensing industry, and how did your early experiences shape your career?

Maura Regan: I fell into this career accidentally. I was offered a job serendipitously. I‘ve never left the industry since.

You need to be thinking about what’s outside of your universe and how products show up the shelf.

It’s a whole ecosystem of business. You can never get bored.

TLB: What do you think makes a brand particularly successful when it comes to translating from original IP into licensing?

what can lead to a long-term, successful licensing program.

TLB: Are there trends you think toy professionals should pay attention to right now?

MR: It’s less about trends. It’s understanding the business trajectory. I think for toy professionals and toy designers, quality, value, and supply chain are really important. Consumers pay attention to that.

The toy industry had great numbers year-over-year. I’ve been seeing great execution of quality products brought to life in new and different ways. Doing more of that is what I would always recommend.

TLB: You’ve worked with brands across entertainment, publishing, and toys. What do you think makes licensing such a powerful growth strategy for companies like this?

Right: Maura Regan kicks off last year’s Licensing Expo with a look at Licensing International’s 2025 Global Licensing Industry Study. | Source: Licensing International

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Regan applauds Barbie’s licensing program, which kicked into high gear for the movie launch in 2023. Barbie continues to inspire, with activations such as this “You Can Be Any Barbie” experience at Coachella this year, where more than 12,000 fans engaged with the brand. | Source: Mattel

MR: It’s the top-line revenue for companies. It’s measurable.

There is that experience that you are allowing [consumers] to identify with your brand. We are able to demonstrate what we stand with. It’s telegraphing to the universe, ‘This is who I am.’ We’re very social creatures. It allows consumers to find other like-minded folks.

that’s predicated on innovation. No one needs anything that we’re making. By definition, it’s optimistic, it’s innovative, it’s entrepreneurial, it’s sort of baked into the DNA of the industry because it doesn’t serve a must-have.

It’s incumbent upon anyone interested in this industry that you can’t be a “Debbie Downer.”

TLB: How do you see licensing evolving beyond the traditional products that we see today?

TLB: Aside from a positive attitude, what do you think separates a good licensing program from a great one?

MR: That’s what’s so exciting: We don’t even know what we need. [Look at] location-based experiences. Whether it’s the traditional theme park, cruise ship, to hotels, commercial or residential properties, and everything in between, it’s super exciting to see where that takes us.

Back in the day, there was this sense that the consumer was very linear, and they experienced a brand in that way.

What we realize now through consumer insights is that … we enter a brand in many different ways.

If it engages and connects with us all emotionally, then there’s a sense of surprise and delight.

MR: If your brand is part of the zeitgeist, you are in the conversation. That is meaningful. It doesn’t necessarily translate to a dollar value. Long-term, there is a sense that this is something that’s even greater than the individual pieces of the business.

TLB: What are the challenges facing the industry today?

MR: It’s an entrepreneurial industry

TLB: What recent programs really stand out to you?

MR: Kudos to the folks at Mattel and the whole Barbie phenomenon. It was an incredible movie, but it’s an incredibly strong product. How they brought that to life and, in collaboration with all the different partners, left no stone unturned.

It felt fun, and everyone wanted to be part of the conversation. Everyone wanted to be talking about it. It was a beautiful execution and certainly raised the bar of how companies can look at promotional activi-

ty in line with great product applications.

We’re seeing a lot of sports leagues, particularly women’s leagues, responding to enthusiasm and tapping into what’s happening culturally.

I loved the ‘Everyone Watches Women’s Sports.’ I have the T-shirt, I should know. It’s like you’re paying attention, you’re listening to what’s happening out there, and you’re in a conversation with your consumer. It’s not, ‘I’m the brand owner, and I dictate.’

TLB: What excites you the most about the future of licensing and brand extensions?

MR: We’re going to see more consumer engagement. We’re going to see more of this intersection of fashion, entertainment, and lifestyle, showing up not just in fashion or sports teams that are fashionable, but really in a whole entertainment lifestyle experience.

I am so enthusiastic about this industry. I’ve spent my career in this industry.

I’m very grateful for my career, and I just have all this fun still after all these years. I still kind of pinch myself that I get to work in this industry, do what I do, and get paid for it.  Visit toybook.com for an extended version of this Q&A. Interview edited for clarity and length.

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MGA’s Miniverse Real Music activation at Coachella Source: MGA Entertainment

LICENSED TO SELL: WHAT’S NEW IN TOYS & GAMES MGA ENTERTAINMENT MGA’s Miniverse Real Music Ages: 8+ | MSRP: $11.99-21.99 Each mystery pack ($11.99) includes four mini vinyl records that play 30-second clips when paired with the MGA’s Miniverse Real Music Record Player ($21.99). Fans can listen to songs

by Britney Spears, The Beach Boys, Blink-182, Amy Winehouse, Public Enemy, Elton John, Def Leppard, and more.

TOMY Twinchees Hatsune Miku Lil’ Sleepers Ages: 8+ | MSRP: $7.99 Available: October 2026 These two-inch collectible figures showcase Vocaloid character Hatsune Miku in four sleepthemed designs.

PLAYMATES TOYS Teenage Mutant Ninja Turtles X G.I. Joe Collection Ages: 4+ | MSRP: $15.99-49.99 Available: August 2026 Paramount’s Teenage Mutant Ninja Turtles and Hasbro’s G.I. Joe collide in a new line that includes action figures, the All-Weather and Environment (A.W.E.) Shell-Striker vehicle (with exclusive April O’Neil X Scarlett action figure, pictured), and the Dragonfly-inspired Mobile Strike Force Assault Copter.

LICENSE 2 PLAY Domo | Ages: 6+ | MSRP $5.99-9.99 Domo returns, refreshed for a new generation of kids and collectors. The meme-ready character comes in 4-inch clip-ons and as a 6.5-inch plush.

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HASBRO Transformers NFL Skolgrin | Ages: 8+ MSRP: $29.99 Available: August 2026

JAZWARES Stranger Things: Tales from ’85 Vine Dog Ages: 8+ | MSRP: $12.99 Stranger Things fans can squeeze the Vine Dog and push its bladder to reveal the figure trapped inside.

SUNNY DAYS ENTERTAINMENT John Deere Play Collection Ages: 0+ | MSRP: $14.99-44.99

Convert a 5.5-inch Skolgrin figure from robot to Minnesota Vikings helmet mode in 23 steps. Includes a mini football and a wearable mini helmet for play and display.

FABER-CASTELL USA Daniel Tiger’s Neighborhood Sensory Bin Ages: 3+ | Available: Fall 2026 Kids can engage in Daniel Tiger’s Neighborhood-themed sensory play as they scoop, mold, and shape materials such as sand, foam puppets, and more.

The John Deere Metal Dump Truck, Bubble N Go Tractor, and Soft Body Doll (pictured) span construction, outdoor bubble play, and plush roleplay. The assortment features lights, sounds, and soft materials for varied, farm-inspired play experiences.

PLAYMATES TOYS

RED TOOLBOX KitchenAid Kids Collection Ages: 3+ Available: September 2026 Real and pretend kitchen play come together across the KitchenAid Kids Junior Mixer (pictured), Junior Blender, Pretend Mixer, and Pretend Blender. Working appliances combine real ingredients with safety features and multi-speed controls, while roleplay versions mirror the look, motion, lights, and sounds of full-size counterparts for imaginative kitchen play.

POGO BOUNCE HOUSE Backyard Kids Dog Man Bounce House with Blower Ages: 3+ | MSRP: $329.99 This inflatable bounce house features Dog Man artwork, finger-safe mesh netting, and more.

Paris & Pups Collection | Ages: 4+ MSRP: $5.99-17.99 | Available: August 2026 This line, inspired by Paris Hilton’s animated series, Paris & Pups, includes dolls, playsets, plush, collectibles, and more, centered around Puppy Charms — wearable, tradeable friendship bracelets.

RIDLEY’S GAMES Star Wars Bounty Hunter Bingo Ages: 6+ | MSRP: $20 This bingo-style game features characters, ships, and creatures from the Star Wars franchise. Duel mechanics add competitive twists while players race to cover their boards.

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LICENSED TO SELL: WHAT’S NEW IN TOYS & GAMES TREE TOWN TOYS The Original Yes & Know Invisible Ink Trivia Game Books Collection | Ages: 7+ | MSRP: $9.99 Available: Summer 2026

SUNNY DAYS ENTERTAINMENT Fisher-Price Active Play Collection Ages: 2+ | MSRP: $29.99-39.99 Movement-based play takes shape with the Fisher-Price Balance Beam, Stepping Stones, and Jumbo Foam Blocks (pictured). The collection features configurable paths, stacking elements, and varied heights to help kids develop coordination, balance, and more.

THE LEGO GROUP LEGO Star Wars SMART Play: Luke’s Red Five X-Wing Ages: 6+ | MSRP: $89.99 This interactive Star Wars building set uses SMART Play technology to trigger lights, sounds, and responsive actions. It includes a SMART Brick and charger, two SMART minifigures (Luke Skywalker and Princess Leia), and five SMART Tags.

TROPHYSMACK Dungeons & Dragons Custom Campaign Completion Belt Ages: 10+ | MSRP: $199

These portable activity books feature Hasbro Games (Monopoly, Clue), Peanuts (pictured), and Highlights for Children, pairing 24 pages of puzzles, trivia, and games with a mess-free reveal pen. Built-in storage and compact formats support travel-friendly play.

HAPE Hape X The Met Collection | Ages: 10 MOS+ MSRP: $32.99-39.99 Art-inspired play drives discovery with the Nesting & Stacking Blocks, Hokusai Great Wave Wooden Building Blocks, and William the Hippo Baby Stacker (pictured). Each set blends construction and early learning with museum-sourced designs, supporting stacking, sorting, and storytelling through tactile, skill-building play.

INCREDIBLE GROUP Kraft Squishi Toys | Ages: 8+ | MSRP: $6.99 These squishy toys, modeled after Kool-Aid, Jell-O, Jet-Puffed, Kraft Mac & Cheese (known as Kraft Dinner in Canada) and Oscar Mayer, feature scented materials and varied textures for kids to stretch, squeeze, and collect.

Celebrate a completed D&D campaign with a sixpound customizable championship belt. Featuring metal construction and adjustable strap options, this piece is a reward for campaign milestones and more.

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THE LOYAL SUBJECTS

Happy Haul | Ages: 8+ | MSRP: $9.99

Jem and the Holograms Fashion Dolls Ages: 6+ | MSRP: $29.99

Happy Haul is a drop-driven collectibles line featuring plush, clip-ons, and figures across original and licensed characters, including Stitch, Harry Potter, and more. Kids can collect and unbox new favorites through limited retail drops each month.

Following Jem’s rerelease last year, her band — The Holograms — is back.

Twelve-inch fashion dolls of Shana, Aja, and Kimber feature 28 points of articulation, instruments, and accessories.

Stage-inspired packaging and music-playback elements support both performance play and collector display.

ZURU JADA TOYS Metalfigs | Ages: 8+ | MSRP: $4.99 The Metalfigs line includes 2.5-inch die-cast figures from films, games, and animation, including Star Wars, Hello Kitty, Marvel (pictured), Five Nights at Freddy’s, Minecraft, and more.

Mini Brands Really Works Vinyl Playset Series 1 Ages: 3+ | MSRP: $19.99 Available: Fall 2026 Fans can unbox a real working record player that spins and plays music. Each playset comes packed with a limited edition Mini Vinyl record and a Mini Record Stand, perfect for displaying a collection. There are 45 albums to collect from Bruno Mars, KISS, Rick James, Fall Out Boy, and more.

TY INC.

PMI KIDS’ WORLD

Ty Licensed Plush Collection Ages: 3+ | MSRP: $6.99 Available: Summer 2026

Fuggler Series 2 Farting Figures Ages: 6+ | MSRP: $7.97

New Beanie Babies, Beanie Bouncers, and Beanie Clips feature licensed characters from Sesame Street, Sonic the Hedgehog, Minecraft, Bluey, Winnie-the-Pooh (pictured), and more.

The new collection of motion-activated farting figures includes Fuggler versions of SpongeBob SquarePants (pictured) and Patrick Star.

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JAZWARES

Barbie STEM Activity Kits Ages: 4+ MSRP: $14.88-24.88 Available: Summer 2026

8-Inch Love-a-Lot Bear Care Bears Squishmallows Ages: 3+ | MSRP: $12.99

The Barbie Crystal Jewelry Growing Kit, Chemistry Lab, Sand Terrarium Activity Kit, Slime Science Kit (pictured), and Crystal Growing Kit blend hands-on STEM play with creative projects, from growing crystals to mixing reactions and designing light-up displays.

This plush toy combines Care Bears’ styling and Love-a-Lot Bear’s features with Squishmallows’ signature ultra-soft materials.

SUNNY DAYS ENTERTAINMENT Care Bears Castle Tower Pop-Up Tent | Ages: 2+ | MSRP: $36.44

FUNMAX Barbie Roleplay Collection Ages: 3+ | MSRP: $16.99-44.99 The Barbie Glam Microwave, Travel Glam Vanity, and Dream Kitchen (pictured) offer interactive roleplay experiences with lights, sounds, and accessories for pretend cooking and on-the-go adventures.

SUNNY DAYS ENTERTAINMENT Barbie Camping Tent | Ages: 3+ | MSRP: $34.99 Kids can go “glamping” with this pop-up tent and accessories, including a pretend campfire, binoculars, a canteen, a lantern, and play food.

This pop-up play tent, styled as a Care Bears castle, features a roll-up door, mesh panels, and a lightweight frame. Parents can quickly set it up for indoor or outdoor use.

JADA TOYS Care Bears Lunch Buddies Ages: 3+ | MSRP: $14.99 This mini playset includes a 1.75-inch Care Bears figure, a 2-inch tin lunch box, a mini thermos, and themed accessories. Kids can store the items in the lunch box and easily travel with it.

PLAYMOBIL Playmobil X Barbie Collection Ages: 4+ | MSRP: $42.99-99.99 The Barbie Waterpark (pictured), Beach Café, and Adventure Boat sets bring summer-themed storytelling to life with figures, slides, water features, café accessories, and a speedboat.

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MOOSE GAMES

SAKAR INTERNATIONAL

Bluey Pass the Parcel | Ages: 3+ MSRP: $14.99

Bluey 12V ATV Ride-On | Ages: 3+ | MSRP: $149.84

This preschool game, based on Bluey, features three play modes and a musical passing mechanic. Players pass the Bluey plush until the music stops, revealing tiles and prizes across quick, repeatable rounds.

JAZWARES

This Bluey-inspired ATV features push-button start and forward and reverse driving capabilities. It has working LED headlights, rugged wheels for varied surfaces, and a rear surfboard holder for gearpacked adventures.

7.5-Inch Bluey BumBumz Ages: 3+ | MSRP: $7.99 This plush line blends Bluey characters with the BumBumz style. Kids can snuggle, squeeze, and collect the soft and stylized plush.

RAVENSBURGER

SPIN MASTER

Bluey Children’s Puzzles Ages: 18 MOS+ MSRP: $13.99-19.99

GUND Oh So Snuggly Bluey and Bingo Ages: 0+ | MSRP: $33

Each puzzle features images of Bluey, Bingo, Mum and Dad across a variety of piece counts and styles for toddlers and preschool Bluey fans.

These understuffed 12.5-inch plush versions of Bluey (pictured) and Bingo feature embroidered details and floppy bodies.

HANDSTAND KITCHEN Bluey Baking Collection Ages: 6+ | MSRP: $14.99–29.99 | Available: July 2026

MOOSE TOYS Bluey Biscuits Plush Ages: 3+ | MSRP: $4.99 | Available: July 2026 Each five-inch plush collectible resembles a Bluey character, including Bluey, Bingo, and Muffin, and includes a backpack clip for on-the-go attachment.

The Bluey and Friends Ultimate Baking Set (pictured), Dance Mode Youth Apron and Oven Mitt Set, and Cake Mold support hands-on baking play with character-themed tools, wearable accessories, and reusable molds.

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LICENSED TO SELL: WHAT’S NEW IN TOYS & GAMES MELISSA & DOUG Sticker WOW! Disney Princess Ariel Activity Pad & Sticker Stamper Ages: 3+ | MSRP: $12.99 The collectible stamper, which dispenses 300 Disney-themed stickers, can be used for 24 different learning activities included in the activity pad.

SPIN MASTER GUND Disney Toothpick Mickey & Minnie Plush Ages: 1+ | MSRP: $27 each Mickey (pictured) and Minnie appear in elongated, floppy plush form with their signature outfits.

TONIES Disney Tonies & Cuddle Tonies Collection Ages: 3+ | MSRP: $19.99-29.99 Figures like the Disney Winnie the Pooh: Piglet Tonie, Disney Zootopia Tonie, and Disney Cuddle Tonies Collection unlock character-led audio stories on the Toniebox and Toniebox 2 (sold separately), while plush Cuddle Tonies (pictured) extend play with soft, screen-free listening and comfort.

CRA-Z-ART Disney Crystal Surprise Series 3 Ages: 3+ | MSRP: $4.99 Each mystery capsule reveals a mini sculpted Disney character, two crystal accessories, and a compound for tactile play.

MAKE IT REAL Disney Jr.’s Read-Along Minnie’s Pet Hotel Beaded Bangles | Ages: 4+ | MSRP: $5.99 This 47-piece set pairs a read-along storybook with bracelet-making components, including bangles, beads, and character charms.

ULTRA PRO ENTERTAINMENT Disney Trivia Electronic Game Ages: 5+ | MSRP: $29.99 | Available: Fall 2026 This electronic trivia game delivers 1,000 true-or-false questions across five categories. Designed for quick sessions, it supports group play while testing Disney knowledge with scorebased competition.

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LICENSED TO SELL: WHAT’S NEW IN TOYS & GAMES BLUE MARBLE National Geographic Junior Robotics Bugs Kit | Ages: 6+ MSRP: $24.99 Available: Fall 2026 With this 125-piece set, kids can build robotic bugs that really move. Three insect skins included.

ORIENTAL TRADING CO.

SPIN MASTER

Sesame Street Wooden Nesting Dolls Ages: 3+ | MSRP: $11.99

GUND PAW Patrol Birthday Celebration Chase Ages: 1+ | MSRP: $29.99

Stack, nest, and reassemble classic characters like Elmo, Cookie Monster, and more with this five-piece set.

This soft and cuddly 9.5-inch Chase plush comes with a tasseled birthday hat and celebration cake.

CREATEON Qubees | Ages: 3+ | MSRP: $14.99 These magnetic collectible fidget cubes snap together to build and mix characters. Compact, portable, and endlessly customizable. Licenses include the NFL, NCAA Football, WWE, Sesame Street, Daniel Tiger’s Neighborhood, Mo Willems, Eric Carle, The Elf on the Shelf, Peanuts, and more.

LUCKY ARC USA MerMates Plush | Ages: 3+ Available: Fall 2026 Join animal and mermaid hybrid friends Finlay, Kelpie, and the crew with this plush collection inspired by the online webisodes.

SANTOKI LEGO My Own Creation Wall Clock Ages: 6+ | MSRP: $59.99 Available: Fall 2026 Customize a working wall clock using LEGO bricks and Minifigures (not included).

Kids can rebuild the functional wall clock when they want to display a new theme.

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SUNNY DAYS ENTERTAINMENT Hello Kitty Flower Pop Bubbler Ages: 3+ | MSRP: $16.99 Hello Kitty’s flower accessory produces a steady stream of bubbles at the push of a button.

The bubble machine includes a bottle of bubble solution.

MGA ENTERTAINMENT

BASIC FUN! Harry Potter X Care Bears 12-Inch Plush Hoodie Assortment | Ages: 4+ | MSRP: $17.99 These plush figures combine Care Bears characters with Harry Potter house themes. The collection includes Ravenclaw House Wish Bear, Hufflepuff House Love-a-Lot Bear, Gryffindor House Tenderheart Bear, and Slytherin House Grumpy Bear.

Bratz X Hello Kitty Dolls Ages: 6+ | MSRP: $34.99 This doll line features Bratz icons Cloe, Jade, Yasmin (pictured), and Sasha styled with Hello Kitty fashion elements.

Includes character-specific outfits and accessories for mix-andmatch styling.

HORIZON GROUP USA Mystery Mini Slime Bag Charms Ages: 3+ | MSRP: $4.99-19.99 Each mystery bag includes a scented mini slime with a clip-on topper across licenses such as Hello Kitty and Friends (pictured) Bluey, Squishmallows, and more.

KLUTZ Harry Potter Potions Classroom Ages: 7+ | MSRP: $19.99 Available: July 2026 Mix materials, assemble displays, and build a tiny, themed classroom scene packed with mini potions like Liquid Luck and Amortentia using guided instructions and creative prompts.

CZECH GAMES EDITION (CGE) Codenames: Back to Hogwarts Ages: 10+ | MSRP: $39.99 In this new edition of Codenames, families play as preferred and first-year Hogwarts students, using house-themed abilities and clue-based wordplay to uncover locations and discover the school’s magical secrets.

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TOOTHBRUSH TOYS Kidz Bop Kids Toothbrush Timer Ages: 3+ | MSRP: $12.95 Kidz Bop music and lights guide a full two-minute brushing routine, encouraging daily habits through timed interaction and recognizable audio cues.

ZURU FIFA World Cup 2026 Ballers Series 1 Ages: 3+ | MSRP: $9.99 Soccer fans can unbox and build their dream team with 33 players to discover, including seven rare and two super rare figures. Each collectible comes with a collector coin, a miniature ball, and an additional surprise.

SUPER IMPULSE World’s Smallest Toys & Games Ages: 8+ | MSRP: $6.99–14.99

BASIC FUN! Littlest Pet Shop X Like Nastya Pet Surprise Ages: 4+ | MSRP: $4.99 | Available: Fall 2026 There are 12 Littlest Pet Shop animals for kids to unbox in this collection inspired by content creator Like Nastya.

Each pet has indigo-colored eyes and accompanying accessories.

Several classic toys and games shrink down without losing functionality in this new collection. New licenses and mystery formats fuel collectible sales and checkout-friendly placement.

HORIZON GROUP USA SLIMYGLOOP Gelli Gels Ages: 5+ | MSRP: $4.99-8.99 These stress toys are full of slow-flow glitter gel, so kids can stretch, squeeze, and watch the gel reform after every pull. Licensed themes include Squishmallows, Hello Kitty, SpongeBob SquarePants (pictured), Minecraft, Hershey’s, Bluey, Pudgy Penguins, and more.

SPIN MASTER Gabby’s Dollhouse Fairylandia Kitty Fairy’s Flutter-Riffic Playset Ages: 3+ | MSRP: $39.99 This playset includes a cat box, six pieces of furniture such as a fairy bed and refrigerator, and flying fairies. Kids can activate the fluttering motion with a button press, while figures and furniture support story-driven play.

TOMY The Floor Board Game Ages: 10+ | MSRP: $29.99 Inspired by the TV show The Floor, this fast-paced trivia and competitive strategy game challenges players to think quickly across multiple categories.

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BORANT CORPORATION Dungeon Crawler: World Earth Collectible Crawlers Ages: 14+ | MSRP: $29.99 Available: August 2026

HASBRO BEYBLADE X Sneak Attack Battle Set Ages: 8+ | MSRP: $54.99 | Available: July 2026 Launch head-to-head battles in a Beystadium featuring a pop-up rail and X-Celerator system that redirects movement and boosts speed. Using the included launchers, Bladers can unleash the Rampart Aegis GB Stamina Type Top and Cutter Shinobi LF Attack Type Top in epic battles with ratchet-integrated blades.

Playmates Toys, under the name “Borant Corporation,” is releasing its inaugural line of Dungeon Crawler Carl-inspired collectibles, including figures, statue scenes, and plush. The first wave of 6-inch figures (pictured) includes Mordecai, Prepotente, and Carl & Princess Donut.

RMS USA Lana’s Life Series | Ages: 6+

MOOSE TOYS

Engage with the YouTube channel Lana’s Life off-screen with a Jewelry Storage Case, Fashion Designer Kit, and Hair Gem Stamper.

Gui Gui Influencer Packs Ages: 6+ | MSRP: $9.99 Each slime pack features layered textures, scents, and surprise elements shaped by digital creators like Salish Matter (pictured), Sydney Morgan, and more.

BONKERS TOYS Genevieve’s Playhouse Mystery Plush Series 1 Ages: 3+ | MSRP: $11.99 Unbox a surprise plush inspired by a top YouTube creator — the collection includes Coral the Dragon, Purple Gembug, and more.

PLAYMOBIL PLAYMOBIL X WWE Collection Ages: 5+ | MSRP: $4.99-49.99 WWE action jumps from the turnbuckle to the toy box with the Rock Monster Truck, RAW Ring Collector’s Set (pictured), and Superstar Blind Bags. Kids can stage figures and accessories and engage with collectible blind-bag characters to build their roster.

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edding invitations, birthday gifts, life-saving medications, and even magazines featuring the latest toys and games (like this one) all move through the United States Postal Service (USPS). Now, the USPS is delivering something new: a growing licensed toy business designed to connect with today’s families and tomorrow’s consumers, and it’s happening at an expedited rate.

Founded before the nation itself, the USPS has served communities for more than 250 years. While the organization remains a daily presence in American life, younger generations often know the Postal Service only through the white delivery trucks in their neighborhoods. That gap has created an opportunity.

BRANDED CONTENT

Working with Global Icons since 2016, USPS has broadened its licensing strategy beyond stamps and collectibles into categories including apparel, entertainment, and toys.

“Young people don’t write letters and buy stamps at the same rate they used to,” says Amity Kirby, Manager, Licensing and Creative at the United States Postal Service. “So it’s important for us, as this brand and federal agency, to show new generations and younger people the relevance of the Postal Service.”

Lesley Tuttle, Senior Vice President, Licensing at Global Icons, notes that the team first invested in young adult apparel, resulting in warmly-received collaborations with Forever 21, Anti Social Social

Club, Casetify, and Vans. As the licensing program grows, so do options in the toy, game, and kids’ entertainment space. And leading that outreach is a face from the past: Mr. ZIP. Originally introduced in the 1960s to promote ZIP code usage, the cartoon character Mr. ZIP has been reinvented for a digital-first audience. Following a guest appearance on Moonbug Entertainment’s Blippi in 2024, Mail with Mr. ZIP debuted on YouTube last year. The series follows Mr. ZIP as he delivers mail, interacts with the community, and teaches young viewers about the USPS. Below: Families can integrate the USPS into playtime with vehicles, puzzles, ride-ons, and more.

Sources (from left to right): GreenLight Collectibles, Candylab, Flybar

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White Mountain’s new America250 puzzle features U.S.A.themed stamps. Source: White Mountain Puzzles

“Not only are Mr. ZIP and his friends [B. Franklin and Farley] delivering to you different boxes and letters, but they’re also a part of your community,” Kirby explains. “And, if you think about it, we are in every community. We are your friends, we’re your family, we’re everything, and we’re everywhere.”

The character’s media presence also supports the toy strategy. Families can add Mr. ZIP plush, books, and collectibles to their playrooms, creating an offline extension of the digital brand.

Beyond character-driven products, the USPS lineup spans multiple play patterns. Flybar offers ride-ons, including the USPS Foot-to-Floor Toy and delivery vehicle-inspired products. That item

earned The Toy Book’s Pulse of Play Award for Juvenile Product Launch of the Year, signaling momentum for the brand in toys. “The rideon, it has the play letters that go along with it, so you’re emulating and role-playing what it is like to be a letter carrier,” Tuttle says. “So learning is a key [aspect].”

Role-play remains a strong lane for the program. Flybar also produces USPS Post Office Play Tents, with new regional designs in development.

Rubies offers kid-sized Mail Carrier and Mail Box costumes, while pet costumes let family dogs join the route.

More than 40 licensees currently work with USPS, including National Bobblehead Hall of Fame, Walthers, Round2, GreenLight Collectibles, Candylab Toys, Fairfield Collectibles, and Kintoys. “We’re very careful of the companies that we work with,” Tuttle explains. “We want to make sure that nobody’s cannibalizing anybody else, and that they’re really bringing the Postal Service to light in a very fun way.”

Stamp-inspired games and puzzles from Hasbro and White Mountain further extend the brand into family playtime.

“One of the reasons the license has

worked well over the years is because it fits well with what White Mountain is known for — Americana, nostalgic, colorful, collage images,” says Sean Minton, a Co-owner of White Mountain Puzzles.

Looking ahead, the teams at Global Icons and the USPS plan to go even bigger, striking deals and delivering letters, kindness, and licensed goods for many years to come.

“For us, it’s getting more touchpoints — getting more of the brand in front of kids,” Kirby says. “We want to grow the toy category; we’re just dipping into it. We want to get more role-play. We’re looking for play sets … who doesn’t want a little Post Office where you can have fun with your packages and sell people stamps?”

Visit toybook.com for an extended version of this feature. Interviews edited for clarity and length. 

USPS licensing has extended into costumes, toy vehicles, games, plush, and more.

Sources (from left to right): Rubies, GreenLight Collectibles, USPS

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THE FANDOM FEED

A

h, pop culture — the driving force behind licensing. And in a world where the hits pop up fast — and sometimes from unlikely places — licensing professionals need to be ready to strike at any moment.

While TV, film, gaming, music, and sports seem like classic, reliable source outlets for successful brands, the pop culture landscape is always changing, and niche entertainment franchises are going mainstream faster than ever before.

But lucky for anyone in a position of decision-making power, fans are not quiet, and trends are not mysterious — they are loud, in-your-face, repetitive, and obvious. Capitalizing on them is actually pretty simple: Pay attention.

At The Pop Insider, we report on all of the hottest new collaborations that both serious and casual collectors will want to snag. We’ve got our ears to the ground 24/7, watching, listening, engaging, and, most importantly, consuming right alongside other fans. We stay in the know not just because it’s part of the job description, but because we love this stuff. Our Slack channels are overrun with unhinged movie reviews, Spotify Wrapped shame parades, celebrity gossip, meme dumps, and re-watch

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Following Heated Rivalry’s overnight success, Province of Canada answered fan demand for “the fleece,” a wardrobe piece featured in a brief scene in the series’ second episode. After posting images of the fleece (right), the company announced an officially licensed version would be made available for fans (left). | Source: Province of Canada

reccos. Our office buzzes with book swaps, fan theories, and the palpable stress of the Ticketmaster queue. In short: We know fandom because we are fans. And when it comes to spotting the next big thing, a fan is the best thing you can be.

So welcome, gentle reader, to The Fandom Feed: a column full of trends and things to watch in the world of pop culture, as they relate to the licensing biz.

ASK, AND YOU SHALL RECEIVE We live in a world where anything can exist, and fandoms spread faster than wildfire thanks to social media. Fans are driving demand, both through directly asking companies to make products and by making them themselves — that is, until someone notices.

When Heated Rivalry premiered on HBO last November, the show was an instant success, with more than 10.6 million viewers per episode, according to Variety.

Memes of “going to the cottage” flooded TikTok feeds, and fans were immediately ready for the merch.

In the show’s second episode, the main character, Shane Hollander, is seen wearing a chic, cream-colored fleece with “CANADA” scrawled across the back. Soon, a fully fan-driven campaign, #ReleaseTheFleece, skated across social media, and eventually, Canadian lifestyle brand Province of Canada announced they were, in fact, releasing the fleece.

Fans were loud about what they

wanted. They committed to the product before it was even available. Many fans were even DIYing the fleece and selling it on maker sites like Etsy. There was little risk for the licensee here: They went into this agreement knowing that if they made it, it would sell.

Of course, not all licensing deals are easy wins. But the point remains: If you listen, watch, absorb, and enjoy the new content that’s driving conversations, maybe even before the conversations start happening, you’ll be in the game.

Pay attention to the details, learn what makes these properties unique, and think about what you wish existed. You can wait for someone to tell you what’s hot and what everyone is buzzing about, or you can be a part of the conversation yourself — which of those sounds faster?

So lean in. Meet fans where they are, and listen to them when they tell you where they are willing to put their money.

While legacy is important, evergreen brands aren’t the only ones sweeping fans off their feet these days.

5 TRENDS TO WATCH Scope these top pop-culture trends that are impacting licensing right now, or soon will. Stay tuned for our next Fandom Feed when we dive into one of these in depth, and find even more industry insights at toybook.com.

SUPPORTING ARTISTS As more companies embrace AI in product development and design, others are launching artist-forward products and collections. Soon, you’ll see designer headshots and biographies on product packaging, heavily used in marketing materials, and more. In the same way that people love to “shop small,” they will want to support real artists.

RETAIL SHIFTS The dollar store is no longer a place for off-brand products. Now, you can find trinkets from dozens of popular brands, including Disney’s Mickey & Friends,

Power Rangers, Gabby’s Dollhouse, and so many more.

Plus, social shopping is on the rise.

TikTok Shop dominates viral product sales, and new platforms like Whatnot are putting the selling power back in fans’ hands in a new, interactive way.

THE ADULT ENTHUSIAST The toy industry has identified “kidults”— adult collectors or enthusiasts — as the primary force behind growing toy sales, and licensed products are driving this trend. A resurgence of nostalgic brands, high-end collectibles, and new products designed with adults in mind, like LEGO’s 18+ lineup, proves there’s a massive market here.

CROSS-GENERATIONAL BRANDS Brands with lasting appeal, like Nintendo, SEGA, and Care Bears, for example, are doing great work in cross-generational marketing. When one brand can appeal to a 5-year-old and a 55-year-old, the audience is so far-reaching that you can’t lose.

LITERARY SERIES Don’t wait for the movie rights — fans are rabid and searching for licensed products right now. Book franchises like Rebecca Yarros’ Fourth Wing, Matt Dinniman’s Dungeon Crawler Carl, and Sarah J. Maas’ A Court of Thorns and Roses are all selling millions of copies, and fans are ready to bring these brands into other parts of their lives. 

Marissa Silva is Editor-in-Chief at The Pop Insider, where she reports on pop culture trends and new products. A trusted industry expert, Silva has been featured on the TODAY Show, The Steve Harvey Show, Access Hollywood, Fox and Friends, ABC World News Now, MSNBC, CBS, NY1, WPIX, and more. She is also the Editor-in-Chief of The Toy Insider, the most trusted resource for consumers looking for the hottest toys and gifts.

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Source: Office Dog Games

YOU’RE NEVER TOO OLD TO PLAY

TRICK OR TREAT STUDIOS Day of the Dead Action Figure Line | Ages: 14+ | MSRP: $29.99 Inspired by George A. Romero’s Day of the Dead, these 5-inch figures feature multiple characters with articulated joints and movie-inspired sculpting. Display them individually or build a zombie-themed collection.

OFFICE DOG GAMES THE OP GAMES Flip 7: Liquid Death Edition Ages: 8+ | MSRP: $9.95 Players press their luck drawing cards to build point totals while avoiding duplicates that bust the round. Includes new actions and rules in this branded edition of the Pulse of Play Award-winning game.

The Lord of the Rings: The Two Towers Trick-Taking Game Ages: 10+ | MSRP: $26.99 A stand-alone trick-taking card game set in The Lord of the Rings: The Two Towers introduces cooperative and competitive modes. Supports solo, two-player, and group play with evolving challenges tied to gameplay progression.

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BANDAI NAMCO TOYS & COLLECTIBLES AMERICA Mechagodzilla 2003 Godzilla Rampage 6-Inch Action Figure Ages: 4+ | MSRP: $27.99 With 16 points of articulation, the Mechagodzilla figure captures the character’s appearance in Godzilla: Tokyo S.O.S. with detailed kaiju design.

MATTEL Polly Pocket Bridgerton Compact Ages: 4+ | MSRP: $54 | Available: December 2026

INNOV8 CREATIVE ACADEMY Deddy Bears Series 6 Mystery Mini Coffins Ages: 6+ | MSRP: $5 Deddy Bears blends creepycute plush, digital play, and original content into an always-on entertainment brand with strong retail momentum, growing fandom, and immersive fan experiences. The latest Mystery Mini Coffins series includes six new characters to collect.

Open the compact to reveal miniature scenes and characters from Netflix’s Bridgerton, including Benedict and Sophie alongside fan-favorite figures, all styled for play and display in a themed collectible format.

GOLIATH GAMES Fourth Wing: Rise of the Wingleader Ages: 14+ | MSRP: $24.99 | Available: July 2026 Players enter Basgiath War College to compete across Strength, Agility, Cunning, and Connection in a tabletop game based on Fourth Wing. Includes a metal dragon bookmark that doubles as a first player marker.

SUPER7 Teenage Mutant Ninja Turtles ULTIMATES! Wave 14 Ages: 14+ | MSRP: $65-355 | Available: October 2026 Inspired by the 2003 Teenage Mutant Ninja Turtles animated series, April O’Neil, Raphael (Road Gear), Hun, and the Shell Cycle join the ULTIMATES! lineup. Each articulated figure comes with accessories, and the cycle includes a stand and ground effects.

RAMEN TOY X FACTORY ENTERTAINMENT Knight Rider 1:12-Scale Super Pursuit Mode K.I.T.T. Ages: 18+ | Available: 2027 This limited-edition collectible features the first working version of K.I.T.T.’s Super Pursuit Mode transformation as seen on the fourth and final season of Knight Rider. It has remote-activated lights and sounds and comes with a Michael Knight action figure. Details subject to change; preorders begin in June.

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YOU’RE NEVER TOO OLD TO PLAY EXG PRO Alien Xenomorph Cable Guy Controller Holder and Phone Stand Ages: 8+ | MSRP: $29.99 A Xenomorph figure can hold controllers and phones while adding Alien-inspired flair to desks and gaming setups. Features a sculpted design based on the creature’s elongated head and exoskeleton.

HASBRO Marvel Legends Series The Incredible Hulk Premium Roleplay Fists | Ages: 14+ | MSRP: $99.99 Available: August 1, 2026 Inspired by the classic ToyBiz Hulk Hands, these 1:1-scale Roleplay Fists feature Smash ‘N Bash Sound FX — 13 sounds and phrases which activate when you shake the fists, punch the air, or hit a hard surface.

MATTEL JAZWARES Star Wars Micro Galaxy Squadron Y-Wing vs. TIE Bomber Battle Pack | Ages: 8+ | MSRP: $29.99 Re-create Star Wars battles with a Y-wing and TIE Bomber, each with detailed features. Includes three micro figures and vehicles designed for play and display.

Fisher-Price Little People Collector The Devil Wears Prada | Ages: 13+ MSRP: $26.99 A four-figure set reimagines characters from The Devil Wears Prada in Little People style. Includes a window box package inspired by the Runway magazine office for in-box display.

THE LOYAL SUBJECTS M.A.S.K. 40th Anniversary Mobile Defense Unit Ages: 8+ | MSRP: $129.99 This limited-edition black-and-gold Mobile Defense Unit transforms into a fortress with the push of a button.

Includes the Recon Rover mini vehicle and classic features inspired by the original Kenner M.A.S.K. release.

IGLOO BOOKS Buildable Worlds Disney The Little Mermaid: Ariel’s Grotto A Book Lover’s Book Nook Ages: 13+ | MSRP: $39.99 Available: Summer 2026 Build a book nook inspired by The Little Mermaid using 74 press-out pieces and step-by-step instructions. Includes two books, stickers, and an LED light.

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TOMY Warhammer Tech-Priest Manipulus Plush Figure Ages: 12+ | MSRP: $17.99 Available: August 1, 2026 A soft plush version of the Tech-Priest Manipulus captures the character from Warhammer with detailed design elements. Fans can squeeze it or display it.

SATURDAY MORNING CARDS SUPER7

Shrek FUN! FUN! Mini Wave 1 | Ages: 14+ | MSRP: $10 Unbox a 2.5-inch vinyl figure from a blind assortment featuring Shrek, Fiona, Donkey, Gingy, Puss in Boots, and Lord Farquaad. Two-part figures include variant finishes such as glow, clear, glitter, flocked, and armored, as well as ultra-rare 1-of-1 gold chase figures.

PMI

Blind Box Designer Art Cards MSRP: $30 Saturday Morning Cards offers licensed, Designer Art Cards inspired by pop-culture properties, personalities, and brands, including Kool-Aid, Goosebumps, The Rocketeer, Chuck E. Cheese (pictured), and more. Single boxes and cases are available to hobby shops and select online retailers.

UFC Punching Bag Capsule Series 2 Ages: 8+ | MSRP: $9.97 Fans can crack open punching bag-inspired blind capsules to reveal a 3-inch UFC fighter figure with accessories, stickers, a mini poster, and a base. Connect bases to build an Octagon display and expand collections.

RAVENSBURGER 500-Piece Romantasy Series Puzzles | Ages: 12+ MSRP: $19.99 Available: Fall 2026 Piece together puzzles based on Fourth Wing, Iron Flame, and Onyx Storm. Each includes book-shaped packaging with metallic finishes and a themed bookmark for display.

JAZWARES 7.5-Inch Ted Lasso BumBumz | Ages: 3+ | MSRP: $7.99 Soft plush characters capture moments from Ted Lasso in BumBumz style. Fans can collect and display squishy designs featuring signature looks inspired by the series.

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ans worldwide may share different cultures and values, but they still love unique collectibles that perfectly embody their fandoms.

Since 2011, Kayou has been designing trading cards for fans and collectors in China, boasting nearly 100 licenses, including popular Chinese properties like The Land of Warriors, Yeloli, and Ne Zha 2.

Kayou makes up the majority of trading card sales in China, capturing around 70% of the market, according to Matthew Ross, Head of Global Licensing at the company. Once the company hit that level of dominance, it turned its attention to a new market. Kayou made its U.S. debut last fall, pushing its My Little Pony, Tokidoki, and Naruto trading cards to a new sect of fans with an activation at New York Comic Con. “The response so far has exceeded expectations,” Ross says. “Fans have connected with the quality, artistry, and surprise elements built into the cards.

Collectors appreciate the layered rarity and premium finishes, while longtime fans enjoy seeing the characters presented in new ways. It’s been a strong confirmation that the Kayou approach to collectibles resonates with U.S. audiences just as it has internationally.”

Trading cards have always been a staple for sports fans and collectors, but in recent years, entertainment brands have entered the trading card space in numbers not seen since the 1980s, when nearly every film or TV show had a trading card line. Along with its initial three licenses, Kayou plans on introducing new brands to the U.S. market this year, including Monster Jam, Demon Slayer, and KPop Demon Hunters.

Ross says that Kayou chooses to collaborate with licenses with vibrant fan communities.

“We always start with the fans.

The best partnerships for us are IPs with passionate communities and rich worlds of characters and storytelling,”

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Kayou works with large licenses like My Little Pony and Naruto, but also spotlights independent artists like Malaysian illustrator Zeen Chin’s SKEEN IP. | Source: Kayou

Ross says. “That gives our design teams the ability to create collectibles that feel authentic and exciting. We also look for brands where we can bring our strengths in design, rarity mechanics, and premium production to life. Ultimately, the goal is to stay true to the DNA of the brand while giving fans something new to discover.”

Kayou’s key to maintaining brand integrity is its artist-focused approach.

According to Sergio Godinho, U.S. General Manager at Kayou, the company has 14 studios in China with around 450 artists.

“The fact that we have so many artists that are really working on each IP and they’re able to explore so many different things within canon or backstory, it unlocks it to a new level, in my opinion,” Godinho says. “Obviously, I’m a little bit biased, but I think when you have that many people who are artists working on a brand, undoubtedly you’re going to unlock something special and bring something unique to fans.”

Godinho also explains that artists are dedicated to designing cards that tell a story beyond the standard branding

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fans are already familiar with. Instead of rehashing the same images and themes, the artists focus on creating a new aspect of the world they are designing within.

“We look at cards as pieces of content that tell different stories,” Godinho says.

“The fact that you have so many artists who put their love and devotion into the cards that they put together, we’re not just taking assets. We’re not taking assets that Hasbro would give us from My Little Pony and then putting those assets on a card. We’re really bringing artistry to it.

There’s an artist sitting at a desk that’s taking the lore and the canon of My Little Pony, and they’re working with Hasbro to create a new piece of content.”

Marianne James, Senior Vice President of Global Licensing at Hasbro, says that Kayou’s creativity and fandom make it a perfect partner for the My Little Pony brand.

“What sets Kayou apart is its ability to tap into that emotional layer, particularly with

heritage properties like My Little Pony that have transcended generations and continue to capture and engage global audiences today,” James says. “That level of insight takes time to develop. It’s why we prioritize working with partners who are not only commercially strong but also culturally attuned. They bring a keen awareness of how fans engage with the brand, which makes them a natural fit as we continue to evolve our brands within the collectibles space.”

Over the next year, Kayou plans to expand its U.S. offerings, crafting products beyond trading cards that fans can use to express their fandom, including pens, notebooks, collectibles, and more from the company’s top licenses. While these new products aren’t available in the U.S. yet, they were shown at Toy Fair New York and are rolling out in China.

“What we’ve learned is that once fans start collecting, they want more ways to celebrate the brands they love,” Ross says. “Cards often spark that first connection, but fans quickly want ways to protect, display, and bring those characters into their everyday lives.”  Kayou is releasing a selection of accessories in China, followed by the U.S. later this year. | Source: Kayou

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RAISING THE BAR

MAKE MONEY WITH LICENSING Unlock new revenue streams and leverage your IP.

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

W

hen you think about licensing, you’re probably imagining Mickey Mouse on a T-shirt or a cool plush toy, but licensing is so much more than that.

For brands and companies with valuable IP, licensing can unlock new revenue streams, and if you don’t know the different ways you can leverage your IP through licensing, you’re probably leaving money on the table.

As you know, licensing is essentially “renting out” your IP (whether it’s a character, design, or even an invention) in exchange for compensation — typically royalties. If you’re only thinking about the basic stuff, then you are definitely not thinking big enough!

Here are a few different ways you can make money with licensing: • Consumer Products: From toys and games to apparel, home goods, stationery, collectibles, bags, phone and tablet accessories, activity kits, bedding, and so much more, physical consumer products are what most people think of when they talk about licensing.

• Digital Products: Have you considered video games, digital collectibles, mobile apps, YouTube Shorts, and other digital/ virtual content for your IP? Licensees can use your characters in connection

“Licensing can unlock new revenue streams, and if you don’t know the different ways you can leverage your IP through licensing, you’re probably leaving money on the table. ” with all of those, and you get paid.

• Brand Collaborations and Promotions: These are great ways to get exposure and reach new audiences.

Think about Squishmallows x Hello Kitty, Pokémon, or KPop Demon Hunters being featured in McDonald’s Happy Meals — that’s impactful. Partnerships like these can not only make you money, but also create amazing marketing opportunities.

• Experiences and Entertainment: Sometimes referred to as “Location-Based Experiences (LBE), this area is booming as consumers actively seek memorable experiences. Think: theme parks, cafés, pop-up events, live shows, traveling exhibits, and other unique ways for fans to connect with their favorite characters and brands.

• Publishing and Education: Story books are pretty straightforward, but have you considered creating educational materials for schools or online courses? How much fun would it be to learn math with Luke Skywalker?

Your IP is an asset that can expand into new categories, reach new audiences,

and generate revenue by licensing into various areas. The real opportunity is imagining all the different places your IP can exist and generate income.

Pay attention to your contract. Each category has its own unique set of rules, issues, and concerns. There’s no one-sizefits-all option, so you need to pay close attention to what your license agreement says. One word can make the difference between keeping and losing your IP — plus you want to make sure you are maximizing your revenue by using beneficial contract terms rather than restricting future use. This is where it’s important to educate yourself and engage with experienced professionals.

There are many ways to make money through licensing, and when done strategically, licensing can help you expand your brand and build an empire!  * Disclaimer: This article is for informational purposes only and not intended as legal advice. Don’t rely on anything without doing your due diligence first.

Stephanie Pottick is a U.S. attorney and course creator who used to work in the toy industry on the business side, dealing with product creation, protection, and licensing, which gives her a clear understanding of them from both business and legal perspectives. She works with toy companies, creators, and inventors so they can protect, launch, and manufacture or license with confidence. To contact her, email Pottick at contact@protectforsuccess.com.

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BRANDED CONTENT

ANIME COLLECTIBLES Inside the Shifting Habits of a Growing Audience

F

or decades, anime collectibles meant one thing: highend figures locked behind glass. But walk into fandom-focused pop-culture and anime retailers across the U.S. today, and you’ll see a massive shift. Items that were once considered niche add-ons — plush bag charms, blind-box minifigures, and acrylic goods — are taking center stage as everyday decor. Now, the category is fragmenting.

Puremind, a newcomer to the anime-licensed collectibles space, is one of the companies betting on this shift.

In late 2025, the company launched its Jujutsu Kaisen line across MINISO stores in the U.S. with multiple formats simultaneously. Within a week, shelves were empty. Unboxing videos flooded social media, and fans coined their own name for the soft vinyl characters: “Jububu” (pictured lower right).

BEYOND THE DISPLAY CASE

“The question for us is never just ‘Will this sell?,’” says Puremind founder and CEO Derrick Xiong. “It’s ‘Does this format add something genuine to how fans connect with the character?’

Different formats work for different moments, that’s just reality.”

Take the Jujutsu Kaisen lineup, which treats fandom as an ecosystem rather than a single display shelf.

The soft vinyl

plushies combine the thrill of a blindbox reveal with everyday utility, designed to be clipped to bags and taken out into the world. For fans who want a more hands-on experience, the buildable figures offer a satisfying 20-piece assembly process, complete with articulation so collectors can swap between dynamic poses on their desks. To capture the anime’s actual environments, multi-layered wooden gallery sets and magnetic mini art act as collectible freeze-frames, preserving iconic scenes as premium decor.

Finally, acrylic standees (pictured lower left) and other goods round out the collection as an easy entry point.

It’s a blueprint that works, and Puremind is already expanding it.

The company is applying this same lifestyle-driven approach across its massive roster of anime properties — including legacy staples like Naruto, as well as modern hits like Demon Slayer, Chainsaw Man, Frieren, and Dandadan — launching more than 10 new lines.

to complete their collection.

Yet this anime-focused ecosystem is just one pillar of Puremind’s much larger operation. Operating across North America, South America, and Europe, the company has quietly built a portfolio of more than 50 global IPs, including heavyweights such as Pokémon, Harry Potter, and Peanuts.

Beyond soft vinyl and buildable figures, their product expertise extends to construction sets and intricate wooden puzzles. The same fan-first philosophy applies across every category and property: Start with how fans actually want to interact with the characters they love, then build the format around that.

“Jujutsu Kaisen gave us a great start to 2026,” Xiong adds. “But it’s just the beginning. Every property we work with at Puremind pushes us to think differently about what fans want to hold, display, or carry with them. That’s where the next wave of innovation happens.” 

EXPANDING THE FOOTPRINT That philosophy is already translating into a successful expansion of its retail footprint. Following the rapid sell-outs of the Jujutsu Kaisen line at MINISO, Puremind quickly secured shelf space across North America’s most notable pop-culture destinations, including Hot Topic, BoxLunch, and Kinokuniya.

For retailers built on pop culture, the appeal is visible in the aisles: fans aren’t just staring at locked glass cabinets anymore.

They’re shaking blind boxes, comparing plushies, and hunting for the exact piece

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Source: OHKU

INK TO AISLE: ANIME & MANGA!INSPIRED TOYS YUME TOYS

OHKU

YuMe Jujutsu Kaisen Bobble Hero Series 2 Ages: 8+ Available: Summer 2026

Astro Boy Daily Fragments Series Plush Blind Box Ages: 15+ Available: Summer 2026

Inspired by Jujutsu Kaisen, this collectible series features bobblehead figures of Yuji Itadori (pictured), Nobara Kugisaki, Megumi Fushiguro, Satoru Gojo, Mahito, Ryomen Sukuna, and Suguru Geto.

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Capturing the spirit of Astro Boy, these mysterypacked collectibles feature plush pendants in eight nostalgic styles. Each plush includes an attached clip for on-the-go fun.

MCFARLANE TOYS

PMI KIDS’ WORLD

Demon Slayer 7-Inch Action Figures Ages: 12+ MSRP: $29.99

Naruto Shippuden Reanimation Capsule (Edo Tensei) Ages: 8+ | MSRP: $9.97

Re-create scenes from Demon Slayer with 7-inch action figures featuring up to 22 points of articulation. Each figure includes accessories and comes in themed window box packaging.

Coffin-style capsules open to reveal legendary ressurected Shinobi figures inspired by Naruto: Shippuden. Anime fans can collect eight characters and build displays based on the famed Edo Tensei storyline.

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JAZWARES Avatar: The Last Airbender Lil Elementals 4-inch Classic Kawaii Figures Ages: 8+ | MSRP: $9.99 This figure collection features popular elemental benders from Avatar: The Last Airbender in adorable kawaii styles. The line includes fan-favorite characters such as Aang, Toph, Appa, Suki (pictured) and Momo.

MOOSE TOYS One Piece Going Merry Collector Ship with Exclusive Luffy | Ages: 4+ | MSRP: $34.99

KESS One Piece: Dawn of Liberation Ages: 14+ | MSRP: $99.99 Players can embark on One Piece’s Land of Wano arc by building a pirate crew, completing missions, gathering resources, and recruiting allies.

FUNKO One Piece Miss All Sunday Pop! Vinyl Figure Ages: 4+ | MSRP: $14.99 Nico Robin joins the Funko Pop! family through a collectible figure inspired by her appearance in Netflix’s live-action One Piece.

Capturing the Straw Hat Pirates’ journey, this Going Merry toy replicates the ship from Netflix’s live-action adaptation. Kids can also create new adventures with the collectible Luffy figure.

SUPER IMPULSE Poptaters Tots — One Piece Luffy Ages: 8+ MSRP: $7.99 Luffy becomes “King of the Spuds” with a 2-inch potato-themed figure featuring the character’s signature details and accessories.

BANDAI NAMCO TOYS & COLLECTIBLES AMERICA Anime Heroes One Piece Action Figures Ages: 4+ | MSRP: $23.99 With more than 16 points of articulation, these 6.5-inch action figures support dynamic posing and feature character-accurate details. The series includes Crocodile (pictured) and Luffy in Gear 5 form (sold separately).

THE LEGO GROUP LEGO One Piece Gum-Gum Fruit | Ages: 9+ MSRP: $69.99 | Available: August 1, 2026 Assemble the magic of the Gum-Gum fruit with a 482-piece building set. The top of the model reveals a scene of young Luffy discovering the fruit in the Windmill Village hut.

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okémon fans worldwide are celebrating the 30th anniversary of the franchise, which debuted in Japan February 27, 1996, with the launch of Pocket Monsters Red and Pocket Monsters Green. Since then, the series, renamed Pokémon, has spanned nine generations, increasing the total number of recognized Pokémon species to 1,028, with Generation 10’s Pokémon Winds and Pokémon Waves launching later next year.

Each title in the series builds on a common narrative thread, offering players a fantastical adventure to discover the region’s unique Pokémon, landmarks, and fellow trainers, making each region feel distinct. As they continue to build a team and grow alongside their Pokémon, trainers must overcome seemingly insurmountable odds, like stopping the envelopment of the land by the sea, or defeating the region’s antagonist team to prevent the collapse of the world they’ve come to know and appreciate.

While the real world doesn’t ask the same of the average person, this escapism offers players a tangible sense of accomplishment by defying the odds stacked against them. Nothing beats the feeling of defeating the region’s champion, seeing the team that’s helped you throughout the journey displayed triumphantly, and being recognized as the strongest trainer.

With hundreds of Pokémon and millions of fans, the company honors this bond between Trainer and Pokémon with a year-long campaign from The Pokémon Company International (TPCI): “What’s Your Favorite?” Over the years, fans have developed bonds with their starter Pokémon, a Pokémon they’ve hunted for ages, or one that surpassed initial expectations in battle and became a staple of their teams. The campaign kicked off the celebration with a star-studded Super Bowl commercial and aims to bring trainers together through special events, both in-game and in-person, for fans of all ages.

The bond between a trainer and their Pokémon is a core component of the franchise, so it’s no wonder players want their favorites represented in the real world.

Between trading cards, plush, apparel, and home goods, the brand continues to find new ways to connect with its audience. The Pokémon community is one rooted in nostalgia and a desire for new adventures. As long as TPCI continues to develop new worlds and journeys for fans to explore, this brand will remain a pop culture, licensing, and retail powerhouse. 

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Top: Lady Gaga says that Jigglypuff is her favorite Pokémon.

Products from top left: Pokémon TCG Mega Evolution — Perfect Order Booster Wrap Mega Clefable (TPCI); Pokémon Color Your Own Fuzzy Stickers (Klutz, $19.99); Squish-a-longs Pokémon Center Playset (Jazwares, $19.99); Pokémon Trainer Ultimate (Ultra PRO Entertainment, $39.99, Available: Fall 2026); Toniebox 2 Pokémon Starter Set (Tonies, $199.99, Available: Summer 2026)

STAT SHOT: Pokémon is the first toy property to sell more than $2 billion in the U.S. alone in more than 20 years.

Source: Circana, Retail Tracking Service, U.S. Toys, 12 months ending February 2026

Stephanie Szulborski is an Editorial Assistant at The Toy Book, The Toy Insider, and The Pop Insider. A fan since she was old enough to borrow her brother’s copy of Pokémon Ruby, she’s played through the Pokémon mainline series and spends her free time shiny hunting. While she struggles to pinpoint a favorite Pokémon, she loves Fairy-types.

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B

eloved brands are moving beyond grocery store shelves and into construction sets, plush, collectibles, die-cast, and novelty toys, where recognizable branding easily translates into play.

For licensors, the crossover appeal is clear: grocery, snack, and confectionery brands have strong emotional connections with consumers, making them natural fits for toys that double as playful collectibles and display pieces.

“Age constriction in the toy category would lead to a declining toy business,” explains Michelle McLaughlin, CEO at Brand Activation Consulting (BAC), a boutique licensing agency representing some of

Hershey’s outpaces the competition at retail.

Source: Brand Activation Consulting

the biggest food brands in the country, including The Hershey Company, Just Born Confections, Hormel, and others.

Adults are the largest consumer group, per Circana.“The reality is that brands that appeal to both kids and adults aren’t traditionally entertainment,” McLaughlin notes. While entertainment properties may boom during a theatrical release, food spans generations year after year.

BAC partners with a wide variety of companies. It works with Mattel’s Matchbox and Polly Pocket, MGA Entertainment’s Yummiland and Miniverse, Hasbro’s Furby, and BrickCraft.

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Peeps are a license for every season, thanks to super consumers. | Source: BrickCraft

It has relationships with Buffalo Games, Milk Bone, and more, bringing familiar brands to nearly every aisle of the store.

HATCHING ON THE SHELVES “Our main shopper is a mom 2554,” McLaughlin reveals. Moms buy for themselves, their kids, their families, and their friends — and they love Peeps, the sugared-marshmallow treats from Just Born, the company behind Goldenberg’s Peanut Chews, Hot Tamales, Mike and Ike, and more.

Per Circana, Peeps plush accounted for 12% of the category’s growth in April 2025. Peeps get 36 feet of shelf space at Walmart, 12 feet at Target, and eight feet at Five Below and Michaels. In 2025, over one million Polly Pocket Peeps playsets were sold. The Alex and Ani Peeps jewelry collection sold out three times.

Peeps is the largest non-chocolate Easter brand. Consumers spend three times as much on Peeps as on any other seasonal brand, with 90 billion impressions every Easter. For fans, their adoration is not casual: 49% of Easter shoppers are “super consumers,” spending more than the average shopper, and purchasing as early as four to six weeks before the holiday.

Most holiday shopping, aside from Christmas, begins two weeks prior to the calendar date.

Peeps plush, decor, collectibles, and clothing may line the shelves in the spring, but super consumers are merely stocking up. The items remain a staple year-round.

YOU’RE NEVER FAR FROM A CHOCOLATE BAR Hershey’s is the first confectionery brand that retailers and consumers reach for on the shelves. Within Hershey, which includes Jolly Rancher, Ice Breakers, and Twizzlers, its biggest brand is Reese’s.

“Confection [brands] top the list for the kidult audience because they appeal strongly to kids too,” McLaughlin says.

While brands license Ring Pops and Tootsie Rolls, Hershey’s outpaces the competition by offering universal, multigenerational appeal.

In its first season, Hershey sold $6 million in throw blankets. The brand had a 28-foot section at Walmart for Valentine’s Day, and at Target, it collaborated with Peanuts, placing Snoopy X Hershey’s themed items in multiple departments.

This year, the brand unwrapped something new with MGA Entertainment’s Hyojo surprise boxes, which star rosy-cheeked characters dressed like snacks. The company’s first entry in its “Cuddlectible” category featured Icee, Hostess, and Blow Pop, in addition to Hershey’s, Reese’s, and Jolly Ranchers. “Snackand food-inspired toys tap into

Fans cozy up with Diet Coke. | Source: Relatable

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instant recognition and emotional connection,” explains Josh Hackbarth, CMO of MGA Entertainment. “We take it a step further by combining snack aesthetics with surprise elements,” he adds. “As toys evolve into a form of lifestyle expression, food culture sits at the intersection of play and pop culture.”

“These collaborations unlock fresh formats across categories,” Hackbarth says, noting appeal spans generations while “delivering a compelling mix of nostalgia, creativity, and shareability.”

The second series, which launched this spring, dresses its characters as Hershey’s Kisses, Breyers Ice Cream, Krispy Kreme doughnuts, ice cream sandwiches, and of course, Peeps bunnies.

“We think they’re at the forefront of food licensing and targeting this dual audience,” McLaughlin says of MGA Entertainment’s work with BAC’s portfolio.

“They really are phenomenal.”

YOU CAN PLAY WITH YOUR FOOD The Incredible Group is also finding sweet success with Hershey’s. At Toy Fair New York, the company’s booth featured a wide variety of products, most of which

Hyojo blends play with pop culture.

Source: MGA Entertainment

were scented. The exception was Hershey’s, which launches at mass retail this fall; the series displayed was merely a prototype. Ryan Carr, Senior Sales Executive at Incredible Group, says that Hershey’s didn’t fully understand the scope of what Incredible Group offers until it

With Squishi Toy, you can play with your food.

Source: Incredible Group

saw the booth in its entirety. “Now that Hershey’s can see everything that we’ve done in our booth at Toy Fair … they’re like, ‘Yeah, okay, we’re ready. We’re ready to go,” he says.

Incredible Group has transformed classic snack brands like Bazooka Candy, Sour Patch Kids, and Jell-O into tactile experiences with its Squishi Toys. “We tend to approach the licensors with the idea and with the program. ‘We think we can do something with your brands that makes something cool,” Carr says.

Developing a smell is “harder than you think,” he says. The scent is accurate, however, to the real thing. The only Squishi Toy that won’t get a scent is its smiling Oscar Mayer hot dog. “As cute as it is, I think that’s probably good,” Carr adds.

The company is committed to detail.

Carr and the development team knew that the Jell-O toys, available in Cherry, Grape, and Blue Raspberry, needed to jiggle. “It took a number of tries,” Carr says. After several iterations, some “too jiggly,” others falling apart, the team found the sweet spot.

Smiling Jet Puffed marshmallows, a lump of Easy Mac, Kool-Aid, and steamed buns are on the way. Adding a new brand to the portfolio is a challenge the company is eager to face. “The brand’s got to be in-

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teresting and fun,” Carr says, but the toy needs to make sense, too. When the lead designer proposed the pile of noodles, instead of a box of macaroni and cheese, Carr knew it felt right. “We just thought that was hilarious,” he shares.

COMFORT FOOD At Relatable, the company looks for iconic, crave-worthy brands for its audience. Partnerships are intentional.

“Fans are already obsessed,” enthuses Colleen Dolan, Vice President of Brand Strategy & Communications at Relatable.

So the company looks for “new ways to show that in a whimsical, tangible way,” she says.

Last year, its Pop-Tarts partnership was toasted across Emotional Support Pals, Cozy Concepts Co., and Happy Helpers. The collections span plush, blankets, and wellness products. This year, Relatable offers the same experience with Cheez-It Support Pals. The cheese crackers are joined by bread, french fries, pickles, and sushi, too, as plush, keychains, and surprise box collectibles.

Relatable’s Cozy Concept Co., which launched with blankets, is expanding this year to include Diet Coke, Cheetos, and Doritos. “[We’re] turning fan-favorite snacks and beverages into playful lifestyle products that blend comfort, humor,

and fan identity,” Dolan says. The collection brings comfort and personality to everyday lounging, she explains.

For the outdoor enthusiast, Sunny Days Entertainment offers an upgraded line of branded pool floats. Families can lounge on double-sided floats featuring Doritos, Cheetos, and Lucky Charms, with new handles and the snacks on the reverse side. “We wanted to capture that nostalgia in a fun, unexpected way,” says Emily Chaput, Marketing Director.

Celebrating snacks poolside just makes sense, she acknowledges: “There’s something really special about snack brands — they instantly bring you back and create an emotional connection across generations.”

WHAT’S COOKING NEXT “I swear I was waiting for the shoe to drop,” McLaughlin says, but the snack trend is here to stay. “It’s not going to end. It is going to expand.”

As companies appeal to consumers and collectors, more brands will incorporate across genres. Food brands, unlike entertainment, are evergreen, making them shelf-stable. “It started in toy, but it’s spreading to other categories now,” McLaughlin notes.

The next food trend is likely to be Asian snacks and meals, McLaughlin says, from ramen to Spam, a Hormel brand that is

beloved worldwide. Generation Z is beginning to discover and share the brand through recipe experimentation on TikTok. It is also very popular in Asia, and its longevity dates back to World War II, when it was shipped to Japan and Hawaii.

Last month, Waikiki hosted Spam Jam, a three-day celebration of the canned meat — without Hormel’s sponsorship. This fall, fans can invest in costumes, underwear, plush, collectibles, and home decor.

BAC launches a program for the food staple in June.

“As brands continue to find new ways to connect with consumers, food-inspired toys and licensed collaborations tap into both nostalgia and a new form of self-expression,” explains Relatable’s Dolan, proving that this trend, and consumer appetite, has no expiration date. 

Katherine M. Hill is an Associate Editor at The Toy Book. Find her carrying a hot dog bag charm in Coney Island or adding Taco Bell collectibles to her cart. Her favorite meal, anytime, is snacktime.

Lucky Charms pool floats upsize a balanced breakfast.

Source: Sunny Days Entertainment

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hat happens in Vegas stays in Vegas, but if you get married at Taco Bell’s flagship Cantina in Las Vegas, where “marriage is on the menu,” your memories may last forever.

For a lucky $777, couples receive custom matrimonial merchandise and an intimate 30-minute ceremony with an ordained officiant in an attached chapel. The reception, which can accommodate up to 25 guests in a private area, includes a Taco Party Pack and a Cinnabon Delights cake. A Taco Bell Sauce Packet bouquet is also available to borrow for a walk down the aisle.

Not so long ago couples had to create their own immersive, hot-sauce-inspired experience from scratch. Not anymore: What can be licensed can be a locationbased experience (LBE).

GOING OFFLINE TO MINE Minecraft is the best-selling video game of all time. And now, families can go offline through the touring Minecraft Experience: Villager Rescue. The experience, which takes groups of 25 people through different biomes of the Minecraft universe to rescue villagers, first opened in Dallas

in 2024 and opened this month in Rosemont, Illinois; additional venues include Toronto, London, Riyadh, Denmark, Mexico, and Singapore.

Olivier Goulet, Founder and CEO of Supply + Demand and Co-Manager and Investor of Experience MOD, the production company behind the experience, calls Minecraft “one of the rare games that I allow my kids to play without supervision.”

Developing the Minecraft IP made sense for Goulet and his team. “We see it almost as an evergreen,” he explains, noting the game’s depth of material. “It’s an augmented version of our world, which is really amazing.”

For Goulet, a touring experience provides more flexibility than a permanent exhibit. “We keep reinvesting and augmenting the show,” he elaborates, teasing the possibility of an enhanced experience in Chicago in the future. “The touring allows us to reach more people and to come back multiple times if we want to.”

The biggest challenge, Goulet says, is bringing an authentic experience to gamers. “We decided to embrace authenticity in the game more than the discovery aspect of it,” he says. The experience is

about crafting, building, and fighting.

As the tour continues, the experience evolves, “We are launching a new product targeted towards exploration,” he shares, “in a totally different format.”

MATTEL MAKES A SPLASH Mattel has taken its properties from the playroom to a variety of venues, offering families and kids of all ages numerous opportunities to enjoy Mattel’s suite of brands in new ways. Hot Wheels Monster Trucks Live, Day Out with Thomas, and the Malibu Barbie Café are just three examples.

“Toys are just one of the many ways fans engage with our IP,” says Mattel’s Chief Consumer Products and Experiences Officer, Natalia Premovic.

Little conductors ride a life-size Thomas the Tank Engine on heritage railways nationwide, including Baltimore’s B&O Railroad and Felton, Colorado’s Roaring Camp Railroads, where Percy also joins the steam-powered fun. “What we’re building now are experiences where families and fans of all ages can step into the brand, share it, and create forever memories around it,” Premovic explains.

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Left: Thomas the Tank Engine chugs across the country while Barbie brings Malibu to cities in North America (above). | Source: Mattel

Day Out with Thomas has toured for more than 30 years, bringing families back to the railroad for rides year after year.

The Malibu Barbie Café is an immersive pop-up dining experience with a Barbie-inspired menu and bright decor.

The Cafés abound with photo opportunities for anyone who wishes they could step inside Barbie’s Dreamhouse. The experience opened in New York City in 2023

and has been on tour since, feeling closer to fine in Chicago, Mall of America, Miami, and Houston; Melbourne closes soon, while the last chance to stop by for a giant blowout party in Boston with all the Barbies and planned choreography and a bespoke original song is in July. Fans can purchase exclusive merchandise, and select locations have a roller-skating rink.

“These are all very different formats but rooted in the same idea,” Premovic explains: “Meet fans where they are and give them a way to engage beyond a product.” Mattel does that through a range of live experiences.

Soon, the company will open Mattel Adventure Parks in Glendale, Arizona and Kansas City, Kansas, and Mattel Wonder Indoor Waterparks in Orlando Florida, Bradley, Illinois, and Bellevue, Nebraska.

The Nebraska park will be 100,000square feet, and the parks are developed

in partnership with Martin Aquatic and American Resort Management and in collaboration with I-dentiy Group.

“If we do it right, a Mattel experience will be just a drive away to most people across the U.S.,” Premovic says.

For Mattel, the experience connects fully with consumers. “What we’ve learned is that our brands are incredibly strong when they move into physical space,” Premovic says. “It hits differently than something you buy or watch.” Mattel sees that with its Hot Wheels Monster Trucks Live and Hot Wheels Legends Tours, which fill arenas and parking lots, respectively. The El Segundo stop for the Legends Tour welcomed 20,000 people to Mattel headquarters.

“These experiences aren’t just extensions of the brand — they deepen fandom,” she says. As a result, Mattel sees repeat engagement, new audiences, and an emotional connection that “enhances the core play business.”

At the end of the day — or the top of the water slide — Mattel aims to bring

Gamers leap into the Minecraft universe.

Source: Minecraft Experience

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Miraculous Corp opened a stage show (left) and LBE (right) this year. | Source: Miraculous Corp

properties and experiences where people already are. “It’s about taking our brands out of the toy aisle and putting them into the real world in a way that people can actually live,” Premovic shares.

GOING BEYOND BORDERS Miraculous Corp is opening multiple experiences this year. “At Miraculous Corp, we see LBEs as one of the most important drivers of our global business,” shares Roz Nowicki, Global Head of Consumer Products, Miraculous Corp.

The company will launch Miraculous Live Stage Spectacular later this year and

opened Miraculous Experience: Superhero Training in Paris earlier this year.

The worldwide stage tour offers a new, original story starring Ladybug and Cat Noir with technology, songs, aerial arts, illusion, dance, comedy, puppetry, and more. In Paris, families can explore a five-level, 1,500-square-foot space for immersive storytelling and installations.

“Paris was the natural place to debut the concept given the city’s central role in the series,” Nowicki explains. The Paris experience is the first of several planned immersive destinations, however.

“The moment we can engage our

audiences in an environment where they can truly immerse themselves in our brand,” Nowicki explains, “we create a fan for life.”

SAY “I DO” TO LBES The future is bright for LBEs. Miraculous Corp plans to open its Ground Control attraction at the Mall of Qatar this summer. At the same time, gamers can build a lighthouse when Minecraft Experience: Moonlight Trail, a more than half-mile evening hike outside, opens later this year in Argentina.

“Our philosophy is rooted in the idea that everyone can ‘live like a hero,’ and immersive experiences allow fans to step directly into that mindset,” says Nowicki.

Meanwhile, Mattel continues its touring experiences. Thomas is chugging across the country through October, while the Hot Wheels Legends Tour, now in its ninth year, visits 20 countries worldwide and has virtual stops, too. Premovic calls experiential licensing a core part of Mattel’s strategy. “There’s real demand to engage with these brands in the real world,” she says. “Overall, the focus is simple: more scalable formats, more locations, and more ways for fans and families across the U.S. to engage with Mattel brands in real life.”

Licensing isn’t just about traditional play anymore; it’s about living and immersing in the full character experience.

The Hot Wheels Legends Tour is in its ninth year.

Source: Mattel

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THE DESIGN SHOP

DESIGNED TO DISRUPT Whatever! Company leans into artist-driven design, blending licensed IP with original concepts and a growing toy line.

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by ASHLEY PELLETIER, Associate Editor company named Whatever! may sound ambivalent, but its trajectory tells a different story.

Whatever! Company has spent more than 15 years developing private-label and licensed apparel and merchandise for Hot Topic and other retail partners. The business gained new momentum last year when two former Loungefly executives joined its leadership team.

Liz DeSilva, Chief Creative Officer, and Derrick Baca, Chief Merchandising Officer, each bring more than 20 years of experience in licensing and apparel.

The pair previously spent more than five years at Loungefly, helping shape the colorful pop-culture-inspired accessories line that defined the Funko-owned brand.

Since joining Whatever!, DeSilva and Baca have expanded the company’s portfolio as founders of Whatever! Makes You Happy, a new brand, featuring licensed bags, charms, jewelry, and accessories inspired by cross-generational properties such as Peanuts, SpongeBob SquarePants, Care Bears, Rainbow Brite, and Polly Pocket.

“Loungefly, more than anything, opened my eyes to how many form factors there are out there and how many different things we can apply

Pictured top: Derrick Baca and Liz DeSilva Source: Whatever! Company

pop culture, cute characters, and fun to for adults. You’re not so limited,” DeSilva says. “There’s so much out there to innovate and make better … it’s very easy to take something and figure out how we are going to make it fresh, cute, and fun.”

The Whatever! Company team aims to bring this freshness to popWhatever! Company started making collectibles with its Otonagai brand. | Source: Whatever! Company

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The Whatever! Makes You Happy brand collaborates with fan-favorite licenses including SpongeBob SquarePants, Peanuts, Care Bears, and more. | Source: Whatever! Company

ular brands, but also brands that haven’t gotten as much love in the accessories space, including the century-old Kewpie.

“We gravitate towards licenses that are a little bit more fringe and haven’t had as much time to shine,” DeSilva says. “In our first collection drop, we did Kewpie.

There hasn’t been much merch for Kewpie, so we did a Halloween take on it, and it went crazy. People didn’t have any Kewpie to buy, so we gave them something.”

The company plans to expand that momentum with returning Kewpie items alongside new collections tied to Universal Monsters and a broader dark romance trend.

Distribution spans major retailers, such as Hot Topic, BoxLunch, and Walmart, but the company prioritizes specialty retailers.

“We believed this when we were at Loungefly, and we believe it now­ — mom-and-pops are kind of the forgotten tier of distribution,” Baca says. “We really like to work with a lot

of independent boutiques, and so we have our line available for them. We do have some distribution partners as well, but really specialty and mom-and-pops and e-comms are where we focus.”

Beyond licensed products, Whatever! has introduced more than 15 internal IPs, including Ghostees and Burger Babie, developed in collaboration with independent artists.

Baca points to the rise of Pop Mart as validation of demand for original, artist-driven concepts.

“We represent over a hundred different independent artists,” Baca says. “Pop Mart taught the industry that it doesn’t have to be a big studio.

If it’s cute, it’s going to sell. Regardless of whether Labubu is a one-time thing, it wasn’t necessarily licensed, and it became this thing. It opened people’s eyes to cute stuff out there that isn’t from these big studios.

There’s lots of stuff out there.”

The company is also expanding into toys through its Otonagai collection. Otonagai is a Japanese phrase

that roughly translates to “adult buying,” referring to adults who buy toys and collectibles designed for kids. In other words, the much-buzzed-about kidult consumer. The first release, The Cryptids, debuted at Hot Topic during the holiday season with blind-box plush inspired by mythical figures such as Mothman and Bigfoot.

A second series arrives in September, followed by two additional Otonagai launches in November.

With plans for new collections of toys and accessories in the year ahead, DeSilva and Baca are just getting started in Whatever! Company’s new journey into creating namebrand products for fans of all types.

“Our company is literally about whatever makes you happy,” DeSilva says. “We’re making things that we love, that our team loves, and that people out there in the world love, which is great.” 

Ashley Pelletier is an Associate Editor for The Toy Book, The Toy Insider, and The Pop Insider with a Master’s in journalism from Quinnipiac University.

When she isn’t writing her latest story, she is reading a fantasy novel or re-watching one of her favorite TV shows.

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Forever

FAST: SEGA’s iconic hedgehog brings anniversary collabs at breakneck speeds.

by Taylor Battle, Assistant Editor

S

..EGA’s Blue Blur is still running .laps in the pop-culture industry, with this year marking his 35th anniversary. Sonic the Hedgehog, a brand that’s grown beyond its video game origins, is commemorating its past and looking to the future with a year-long campaign celebrating more than three decades of speedy success.

The world first met the original blue blur in 1991 through a video game developed for the SEGA Genesis. Sonic the Hedgehog follows Sonic’s quest to defeat Doctor Eggman. After foiling the mad scientist’s plans, the speedster hit the ground running with a succession of more than 50 gaming titles across different genres such as 2D platformers, 3D platformers, racing, arcade, and mobile.

As the hedgehog raced from Sonic the Hedgehog’s Green Hill Zone to the Digital Circuit in Sonic Racing: CrossWorlds, he collected gold rings as well as the hearts of gamers worldwide.

“Sonic the Hedgehog has appealed

to fans for decades because he strikes a balance between a strong, recognizable brand identity and evolving with the times,” says Marcella Churchill, Vice President of SEGA/ATLUS Brand Marketing at SEGA of America. “From the beginning, Sonic’s speed and attitude set him apart from other video game mascots. SEGA has also kept the brand fresh by expand-

Sonic’s legacy features more than 50 video games across different genres. | Source: SEGA

ing the Sonic franchise beyond games into movies, television, toys, games, apparel, and more.”

FROM PIXELS TO PRIMETIME The SEGA mascot ran at supersonic speeds beyond the gaming space through TV series, such as Sonic Boom, Sonic Prime, Sonic X, and The Adventures of Sonic the Hedgehog. The hedgehog later went Hollywood with 2020’s Sonic the Hedgehog, a live-action comedy produced

by Paramount Pictures. The franchise has grown with cinematic sequels and a spinoff miniseries, Knuckles, on Paramount+.

With a presence across various entertainment avenues, Sonic the Hedgehog welcomes new audiences into its community while providing nostalgia and fan service to longtime followers. Sonic’s 35th anniversary continues to unite fans of all generations with a plethora of content celebrating the hedgehog’s legacy.

“SEGA is taking a broad, year-long approach to celebrating Sonic’s 35th anni-

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versary,” Churchill explains. “We kicked the celebrations off with our anniversary campaign trailer in January, as well as with the launch of our newest endeavor in the audio drama space, Sonic the Hedgehog Presents: The Chaotix Casefiles. Fans can expect a mix of experiences, from digital content that reflects on Sonic’s evolution over the last three decades as well as community activations, collaborations, anniversary products, and more.”

LICENSING THE BLUR Through trusted partnerships, SEGA expands Sonic the Hedgehog’s merchandising portfolio while staying true to the character’s generational appeal.

“Our licensees know exactly how to capture what fans know and love about Sonic and his legacy as well as SEGA’s impact on the gaming and entertainment industry,” says Alexander Gomez, Vice President of Licensing and Partnerships at SEGA of America.

One longtime partner is JAKKS Pacific. The toy manufacturer has had a global agreement with SEGA since 2019 and recently renewed its partnership, extending it until 2029. Disguise, the company’s costume division, also has a multi-year partnership with SEGA for Sonic the Hedgehog 4, set for release on March 19, 2027. This year, JAKKS celebrates the milestone anniversary with a 14-inch collector plush and a refreshed series of action figures, featuring Sonic, Mephiles, Tails, and Metal Sonic.

For longtime superfans, JAKKS will also launch the Sonic the Hedgehog Anniversary Multipack. This set in-

Left: The Arcade1Up Sonic Supreme Arcade Machine by Basic Fun! brings Sonic the Hedghog to the home arcade format for the first time. It launches August 1 at Costco.

Below: The LEGO Group celebrates Sonic’s nostalgic legacy with a building set inspired by the SEGA Genesis console. | Sources: Basic Fun!/The LEGO Group

cludes three collectible figures of Sonic throughout his decades-long legacy. This multipack features different iterations, including Classic Sonic, Modern Sonic, and 16-Bit Sonic.

The LEGO Group levels up its growing Sonic the Hedgehog collection with the console that started it all — the SEGA Genesis. The LEGO set replicates the ’90s gaming system with a buildable console and two controllers. The set nods to SEGA’s iconic mascot with a buildable Sonic the Hedgehog 2 cartridge.

Starting August 27, younger audiences can enjoy high-speed adventures through HarperCollins’ Sonic the Hedgehog Annual 2027 book, featuring 72 pages inspired by Sonic’s universe. Gamers can also revisit his origins in a new way

The Sonic the Hedgehog Anniverary Multipack features classic Sonic designs throughout the years. | Source: JAKKS Pacific

with the release of the Arcade1Up Sonic Supreme Arcade Game from Basic Fun!, putting the classic console game in a home arcade-ready cabinet.

RACING INTO RETAIL Retailers, consumers, and lifelong fans can expect more celebratory content throughout the year. While Sonic’s new film doesn’t hit theaters until next spring, there’s still plenty of content to keep fans excited throughout the 35th anniversary season and beyond.

“We have much in store for the community, including in-person activations and digital and physical content. Fans can also expect anniversary-themed merchandise and collectibles to show off their dedication to Sonic and the ever-growing franchise,” Churchill says. “There is much to celebrate about Sonic, from the many games to the movies and television shows, we cannot wait for fans to celebrate along with us.”  Taylor Battle is an Assistant Editor at The Toy Book, The Toy Insider, and The Pop Insider.

Between reading fantasy novels and binge-watching ‘Supernatural,’ she can be found building different LEGO sets. Taylor is passionate about creating and is always looking to try new things.

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Source: YuMe Toys

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YUME TOYS

YaGoBuGi | Ages: 8+ | MSRP: $14.99

YuMe PlayStation All-Stars Hero Box Blind Box Collection Ages: 8+ | MSRP: $17.99 Available: Fall 2026

In this fast-paced card game inspired by The Sims, players speak Simlish phrases and match them with others to earn Simoleons. Designed for 3-6 players.

CARRERA REVELL OF AMERICAS

This collection of surprise figures with themed display bases includes characters from fan-favorite PlayStation games, including God of War Ragnarök, Horizon, Astro Bot, Ratchet & Clank, Helldivers 2, and Ghost of Yōtei.

Mario Kart Tabletop Racing Set | Ages: 6+ | MSRP: $69.99 Kids can race Mario and Luigi R/C vehicles on custom tabletop race courses with this set. Each R/C is rechargeable, so kids can keep building courses and racing all day.

TOMY Club Mocchi- Mocchi- Fallout Plush Ages: 16+ | MSRP: $38.99 Fallout fans can gear up with plush Power Armor Helmet and Nuke collectibles inspired by the post-apocalyptic game and streaming series.

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JADA TOYS Ultra Street Fighter II 1:12 Scale Action Figures Ages: 13+ | MSRP: $34.99 Fans can step into the ring and build a Street Fighter II roster with the latest figures in the collection: Ultra Street Fighter II E. Honda (pictured) and Balrog. Each features articulated joints, interchangeable parts, and comes with character-specific accessories and effects.

JAZWARES Five Nights at Freddy’s Endo Series Toy Bonnie & System Error Toy Bonnie | Ages: 8+ | MSRP: $24.99 Fans can build two versions of Bonnie from Five Nights at Freddy’s using a 6-inch Endoskeleton with 20plus points of articulation. The set comes with swappable Toy Bonnie and System Error Toy Bonnie parts and glowin-the-dark eyes.

SUPER IMPULSE Tiny Arcade Asteroids and Centipede Ages: 8+ | MSRP: $34.99 These fully functional miniature cabinets feature classic arcade games in a handheld format designed with a retro style.

FUNKO Marvel Rivals Pop! Vinyl Figures Ages: 4+ | MSRP: $14.99-24.99 Gamers can expand their Marvel Rivals lineup with Psylocke, Venom, or the larger-sized Super Peni Parker’s SP//DR. There is a 1-in-6 chance of finding a Venom Chase variant, shipped at random.

SPIN MASTER Rubik’s Tetris Cube Ages: 8+ | MSRP: $14.99 Twist and turn the cube to align Tetrimino shapes instead of colors in a crossover between Rubik’s and Tetris. The puzzle includes a display stand to showcase the finished result.

POGO BOUNCE HOUSE Tetris Bounce House & Slide Combo Ages: 3+ | MSRP: $499.99 Kids can jump, climb, and slide through an inflatable play space inspired by Tetris.

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PRESS START: VIDEO GAME-INSPIRED PLAY PMI KIDS’ WORLD Minecraft Wind-Up Toys Ages: 8+ | MSRP: $6.99 Kids can play Minecraft IRL with these wind-up figures, which come with an animal companion for imaginative play.

HASBRO NERF Fortnite BASR OG | Ages: 8+ MSRP: $39.99 | Available: July 2026 Take your battles into the real world with this bolt-action blaster inspired by the Fortnite video game. It has as a removable scope and includes a removable 6-dart clip and 16 NERF Elite foam darts.

SKY CASTLE TOYS Minecraft Sticki Rolls Ages: 5+ | MSRP: $5.99-16.99 The Minecraft Sticki Rolls Collector Book (pictured), Limited Edition Sticki Roll Wristband Capsules, and Backpack Clip and Sticki Band Sets combine stickers, wearable bands, and collectible pages, giving kids ways to store, display, and express themselves with designs inspired by Minecraft.

KESS Square Enix X Kess Final Fantasy Ages: 14+ This collab between Kess and Square Enix brings Final Fantasy into tabletop play. The collection includes a board game covering Final Fantasy I-III and collectible RPG dice inspired by Final Fantasy I-VI Pixel Remaster.

FIZZ CREATIONS PAC-MAN Digital Gaming Collection Ages: 8+ | MSRP: $14.99-39.99 Classic PAC-MAN gameplay returns in multiple formats, including Keyring Arcade, Gaming Watch (pictured), Desktop Arcade, Arcade in a Tin, Color Handheld, and Plug & Play systems.

EXG PRO Fortnite Cable Guy Controller and Phone Holder Collection Ages: 8+ | MSRP: $29.99 Fans can store and display controllers and phones with these Supply Llama (pictured) and Agent Peely Cable Guys figures inspired by Fortnite.

SANTOKI LEGO Fortnite Keychain Light Adventure Peely | Ages: 6+ MSRP: $17.99 Available: August 2026 This 3-inch LEGO Fortnite figure features LED-lit feet, poseable parts, and a keychain attachment for on-the-go use. Kids clip it to bags and activate the light with a button.

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MONOGRAM INTERNATIONAL Poppy Playtime 3D Figural Bag Clip Series 2 Ages: 8+ MSRP: $7.99

MCFARLANE TOYS Poppy Playtime Wave 1 Action Figures and Collectibles Ages: 12+ | MSRP: $11.99-22.99 | Available: Spring 2026

Fans can open these blind bags to reveal 2.5-inch foam characters from Poppy Playtime with attached clips.

This collection of action figures features characters from Poppy Playtime with displays based on the horror puzzle game’s setting.

DIRAMIX Poppy Playtime Official Card Collection Ages: 5+ | MSRP: $2.32-9.15 Collect and trade cards featuring characters from Poppy Playtime. Packs include multiple rarity levels and a range of CGI and illustrated designs for building sets and chasing rare cards.

BRICKCRAFT Poppy Playtime Building Sets Ages: 8+ MSRP: $19.99-32.99 Preteens can build characters from Poppy Playtime with CatNap and DogDay Smiling Critters (pictured), Yarnaby with Real Yarn, and Huggy Wuggy building sets.

PHATMOJO Poppy Playtime Sleepy Plush Collection Ages: 8+ | MSRP: $29.99 These CatNap and Huggy Wuggy (pictured) plush each measure about 18 inches and are made from soft materials, with stretched-out poses for display or cuddling.

BDA Wrongside Outimals 2-in-1 Reversible 14-Inch Plush Ages: 12+ | MSRP: $48 | Available: July 1, 2026 Fans can unzip and flip the 14-inch plush to reveal a second character design inspired by the world of Poppy Playtime. Switch between forms to play or display with the wrongside out.

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COMPLIANCE & REGULATIONS

PROTECTING LICENSED BRANDS ON A GLOBAL STAGE Supply Chain Oversight is Part of Responsible IP Protection

M

by TODD MERTON, Director of Member & Partnership Growth, Ethical Supply Chain Program

ajor entertainment launches, viral hits, and global events can elevate a brand overnight.

A successful movie, streaming series, or sporting event can drive visibility, demand, and media attention at record speed. For licensors and licensees, those moments create opportunity — and risk.

Traditionally, brand protection focused on trademarks, copyrights, and removing unauthorized products from shelves. Today, the conversation is broader. Supply chain oversight is a critical part of protecting brand value.

OPPORTUNITY BRINGS SCRUTINY When demand spikes, companies accelerate product development, increase production, and expand sourcing networks. Pressure creates vulnerabilities.

Factories may rely on temporary labor, use unapproved subcontractors, substitute materials, or fall short of labor and environmental standards. When issues emerge, consumers don’t blame the factory. They blame the brand. For licensors, that distinction matters.

BRAND VALUE DEPENDS ON TRUST Licensed properties represent more than logos and characters. They signal quality, safety, authenticity, and increasingly, responsible business practices.

Retailers and consumers now respond quickly to reports involving unsafe conditions, labor concerns, or environmental harm. Reputational damage can spread fast, and recovery can be costly.

For toy and entertainment brands, trust supports long-term licensing value.

Legal ownership protects IP, but consumer confidence helps sustain commercial strength.

REGULATION RAISES THE STAKES Governments are increasing accountability requirements. Laws such as the Uyghur Forced Labor Prevention Act (UFLPA) in the U.S. and the EU Corporate Sustainability Due Diligence Directive (CSDDD) place greater focus on identifying and addressing risks across supply chains.

That creates added pressure within licensing. Brand owners may not manufacture products directly, but their names remain tied to the goods being sold.

As regulators and retailers demand transparency, licensors increasingly need to show meaningful oversight. Licensees must demonstrate they can meet higher sourcing and compliance standards.

FROM GUIDELINES TO ACTION Most licensing programs already maintain strict style guides, product specs, and approval processes. Many are now applying that same discipline to responsible sourcing, including: • Clear supplier approval requirements.

• Defined subcontracting expectations.

• Evidence-based reporting on labor and environmental standards.

• Corrective action processes and follow-up mechanisms.

• Consistent risk assessment across suppliers and regions.

• Agile solutions that keep up with the pace of change and trends.

These measures reduce risk and strengthen partnerships by aligning expectations and limiting surprises.

A PRACTICAL TOOL To manage growing complexity, licensors and licensees need systems that are scalable, repeatable, and efficient.

One option is Social & Environmental Impact Assessments (SEIAs).

Unlike one-time audits, these assessments review policies, supplier practices, and operational risks through a broader lens. They help identify priority issues, guide corrective action, and support faster decision-making.

For licensors, assessments can strengthen governance and document proactive oversight. For licensees, they can help demonstrate compliance, satisfy retailer requirements, and build longterm relationships with brand owners.

EXPANDED BRAND PROTECTION Licensing has always been about extending a brand’s reach. As brands grow globally, protection has expanded.

Today’s strongest brands defend trademarks and fight counterfeits, but they also show that products are responsibly made. In today’s marketplace, ethical supply chain oversight is part of IP protection.

To learn more, request a free copy of the Ethical Supply Chain Program’s 2026 Social & Environmental Impact Assessments Insights Report by contacting assess@ethicalsupplychain.org  Todd Merton is the Director of Member & Partnership Growth at the Ethical Supply Chain Program (ESCP). Based in the U.S., he is responsible for strengthening relationships with existing members and securing new members in the retail, toy manufacturing, and brand licensing categories.

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Source: Mattel

FULL THROTTLE: AUTOMOTIVE & MOTORSPORTS-INSPIRED TOYS

MATTEL UNO Formula 1 Ages: 7+ | MSRP: $7.01 Players match colors and numbers, use the Overtake rule requiring higher-value cards, draw penalties, and call out “UNO!” in fast-paced gameplay with a racing twist.

MGA ENTERTAINMENT

CARRERA REVELL OF AMERICAS

CarTuned Mainline Series 9 Ages: 6+ | MSRP: $5.49

Carrera GO!!! American Originals Street Legends Slot Car Set Ages: 6+ | MSRP: $99.99

Collectors can assemble a fleet of customizable die-cast vehicles with chrome details, rubber tires, and metal bodies, showcasing car culture style with fresh colorways and a lineup built to stand out.

Drivers race 1:43 scale Ford Mustang ’67 and Chevrolet Camaro cars on a 16.08-foot track with loops and tight turns. The set includes hand controllers with turbo buttons for head-to-head racing action.

MAISTO Maisto 1:64 Speed Icons | Ages: 14+ | MSRP: $7-10 The Speed Icons collection includes some of the most exciting, exhilarating, and high-performance vehicles the world has to offer. Vehicles in the range feature die-cast metal bodies, chassis with working suspensions, opening doors, and real rubber tires.

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LIONEL RACING

JADA TOYS

Frankie Muniz 2026 Panini 1:64 ARC Die-Cast Ages: 6+ | MSRP: $11.49 | Available: December 2026

Fast & Furious Small Blocks Ages: 3+ | MSRP: $5.97-19.97 Fans of Universal’s high-octane Fast & Furious franchise can collect vehicles in multiple scales, display diecast models, or drive select R/C versions with oversized wheels, and street-ready style.

NASCAR Craftsman Truck Series driver Frankie Muniz and Panini America joined forces on this design for his Ford F-150, as seen in two races during the 2026 season.

ROUND 2 AMT Dungeons & Dragons 1977 Chevy Custom Van Model Kit Ages: 10+ | MSRP: $36.99 Dungeons & Dragons fans can build the 1977 Chevy van model, apply D&D decals, and display the finished vehicle with custom graphics drawn from classic and modern artwork.

PLAYMOBIL PLAYMOBIL Collectible Vehicles | Ages: 5+ | MSRP: $19.99 Kids and automotive enthusiasts can collect a Porsche Carrera GT, Volkswagen T1 Camper, Ford F-150 Raptor (pictured), or Ferrari 250 GTO, each with its own driver figure.

MATTEL

PANINI AMERICA

Hot Wheels Pop Culture 2026 Mix 3 | Ages: 3+ | MSRP: $7.99

2026 Donruss Racing NASCAR Trading Card Box (Hobby) MSRP: $90

Fans collect 1:64 vehicles from Airwolf, Forza, G.I. Joe, Barbie, and Deadpool, featuring Metal/Metal bodies, RealRiders tires, authentic details, and display-ready packaging across rotating pop culture mixes.

LIONEL TRAINS

Race fans can hunt for hits across a 200-card base set with Rated Rookies, Rides, and Retro inserts.

Each box averages three autographs or memorabilia cards, including tire, firesuit, or sheet metal relics, plus chase parallels and limited inserts.

Lionel Ford Auto-Loader Ages: 14+ | MSRP: $89.99 Available: Fall 2026 Model railroaders can load and haul die-cast vehicles on the Ford Auto-Loader, bringing automotive muscle to train layouts with a format built to carry multiple cars.

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FULL THROTTLE: AUTOMOTIVE & MOTORSPORTS-INSPIRED TOYS

SPIN MASTER

FUNMAX

Swimways Monster Jam Wild Whippin’ Sprinkler Ages: 4+ MSRP: $21.99

Hot Wheels Role-Play Collection Ages 3+ | MSRP: $3.99-29.99

The legendary Grave Digger inspires this 360-degree sprinkler, featuring a donut-shaped spray pattern that whips around in a complete circle, soaking everything in its path.

The truck is removable from the base for independent, free-wheeling play.

GREENLIGHT COLLECTIBLES Down On The Farm Series 11 | Ages: 15+ | MSRP: $9.99 This die-cast assortment includes six new models to collect, including a 1949 Mercury Eight, a 1946 Dodge Power Wagon (Strawberry Farm, pictured), a 1952 Ford 8N Tractor, a 1968 Chevrolet C-10 Pickup Truck with Toolbox, a 2015 Ford F-150 Pickup Truck, and a Horse Trailer with custom wrap.

Little gearheads can pretend to work on real-life Hot Wheels from the garage to the race track with this collection of playsets and accessories, including the Hot Wheels Race & Go Garage, Pit Crew Blaster, Pit Stop Workshop (pictured), and Nitro Power Washer.

MATTEL Matchbox Moving Parts Assortment Ages: 3+ | MSRP: $2.99 Kids can open doors, trunks, and hoods on 1:64 scale vehicles that mirror real cars. Features authentic decos, licensed models, recycled zinc, and bio-based plastic across modern and vintage assortments.

LICENSE 2 PLAY Jeep Ducks | Ages: 4+ | $2.99 and up These official Jeep Ducks turn the “ducking” tradition into giftable collectibles, spreading positivity, community connection, and playful adventure. Also available in plush.

THE LEGO GROUP LEGO Speed Champions Bugatti Vision GT Hyper Sports Car | Ages: 9+ | MSRP: $27.99 Builders assemble the Bugatti model, place the driver Minifigure, and re-create races, showcasing details such as a rear wing, roof fin, and printed tires.

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D

espite lacking the ability to fly, Pudgy Penguins has truly taken off.

Pudgy Penguins debuted in 2021 as a collection of non-fungible tokens (NFTs) during the early Web3 boom. The happy, hand-drawn cartoons quickly caught the eyes of crypto collectors. The series sold out in minutes — some for millions of dollars — and the plump little penguins soon began popping up all over the internet. Steve Starobinsky, Pudgy Penguins’ Director of Partnerships and Business Development, attributes this snowball effect to the characters’ universality.

“They can be anyone,” Starobinsky says. “They represent personalities, not who you are. Because they speak Penguish, every language can identify [with Pudgy Penguins]. It doesn’t matter.”

While most memes melt away, Pudgy Penguins managed to weather the NFT

winter. In 2022, Luca Netz purchased the brand and its IP for roughly $2.5 million [approximately 750 ETH, according to Fortune magazine], on a mission to pivot $PENGU — the brand’s cryptocurrency — into a consumer products empire.

With now-CEO Netz’s experience as Gel Blaster’s Chief Marketing Officer and the Pudgy Penguins’ playful design, the toy department was a natural first step.

Pudgy Penguins Pax Pengu Limited-Edition Flocked Collectible Figure | Source: Pudgy Penguins

From PNG to Powerhouse

An early deal with PMI Kids’ World brought Pudgy Penguins into toy departments through collectible figures and plush, establishing the brand on shelves at retailers like Walmart, Target, and Hot Topic. But that was just the tip of the iceberg.

Armed with a plan to “Own Winter,” Pudgy Penguins unveiled a massive slate of licensing collaborations and upcoming products at Art Week Miami 2025. The lineup, much of which hits retail this year, features everything from Snuggies and Pez dispensers to designer collectibles, including a limited-edition BE@RBRICK from Medicom Toy. Each company interprets the brand in its own way, inviting fans of every feather to buy into $PENGU — without the crypto commitment.

Fun In Motion Toys, for example, paired Pudgy Penguins with its

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signature Shashibo. The line includes two special-edition puzzle cubes inspired by the brand’s most visible characters, Pax and Polly, complete with themed artwork and a code to unlock digital items in the Pudgy Party mobile game.

“We didn’t want to just ‘put the art on a cube,’” says Kevin Daniels, CEO and co-founder of Fun In Motion. “The goal was to create an experience that feels alive — something you interact with and discover over time. Shashibo gave us that opportunity.

As you transform it, you uncover different characters, patterns, and moments. It’s like unlocking parts of [Pudgy Penguins] as you play.”

Meanwhile, Horizon Group USA is developing a line of SlimyGloop toys inspired by the characters. Rolling out on shelves later this year, the collection will include everything from compounds and collectibles to Gelli Gels and Tabatastic craft kits.

“Our approach centered on capturing the spirit of Pudgy Penguins’ playful, authentic, community-driven

momentum, and translating that into the tactile, creativity-focused experiences we specialize in,” says Evan Buzzerio, Partner and Chief Commercial Officer at Horizon Group USA. In the collectibles space, Schleich will bring Pax and Polly to its portfolio later this year with a set of figurines. First unveiled at Spielwarenmesse in Nuremberg, Germany, before making a splash at Toy Fair New York, the figures blend Pudgy Penguins’ modern charm with the craftsmanship of the legacy toymaker.

“Pudgy Penguins are inherently collectible; each character has its own identity, style, and story, which naturally lends itself to a figure-based format,” says David Albert, President of Schleich North America. “Bringing them into the physical toy aisle allows fans to engage with the brand in a tangible way, which is a powerful extension of their existing ecosystem.”

A PENGUIN POWER COUPLE

These collaborations give Pudgy Penguins a spot on store shelves, but they also offer licensees the opportunity to double-dip demographics. Between their clean, cheerful humor and their crypto roots, the characters connect with kids and collectors across generations — but most surprisingly, they’ve captured the hearts of couples.

“We call it the collector couple phenomenon,” Starobinsky says. “Somehow, there is no brand that the couple likes together … that has never existed. But [Pudgy Penguins] is a shared fandom…

It is a fantastic IP that people intertwine with their relationships. I have wedding cakes now with Pudgy Penguins on top.”

As the internet’s favorite couple, Pax and Polly’s relationship plays an important role in Pudgy Penguins’ brand marketing strategy. The company hosted a Valentine’s Day pop-up in New York City, with fans lining up in the snow for the chance to grab the sold-out Pudgy Penguins Plush Bouquet, since reissued for Mother’s Day. Meanwhile, PlayMonster is hard at work on the first Pudgy Penguins party game, a couple-centric re-imagining of Icebreakers slated to launch this fall.

BRING ON THE BLIZZARD

As Pudgy Penguins looks ahead, its snowball to stardom shows no signs of slowing down. With no holiday holding it back, Pudgy Penguins’ future calendar aims to colonize all things cutesy and cool, from the freezer section and feature films all the way to the Super Bowl field.

“I think it’s a cold world out there, and [Pudgy Penguins] is a really nice beacon of hope and silliness and joy,” Starobinsky comments. “I can clearly see the future where this is a household brand. I can clearly see it in my mind’s eye. And I believe that we can make that a reality because the content and the people behind it are so special.” 

The Pudgy Penguins brand now spans multiple consumer products categories with more deals on the table. | Source: Pudgy Penguins

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We all agree that play is fun, but as we know, through successful licensing partnerships, it’s even more fun when you play with a friend. In honor of Licensing Expo taking place in Las Vegas, get in the game by seeing how many of these friendly play dates you can name.

Q1: Mattel Creations’ newest collectible partners street artist André Saraiva with which OG classic?

Q2: Stranger things have happened before. Basic Fun! has entered the Upside Down with a Stranger Things collab with which other beloved licensed brand?

Q3: Which franchise did The LEGO Group use to introduce its revolutionary SMART Play technology this year?

A

Marvel

B

Star Wars

C

DC Comics

D

Harry Potter

Q4: Hape and The Met Museum created playful new ways to interact with the Met’s iconic turquoise hippo. What’s the hippo’s name?

A

Steve

B

Martin

C

William

D

Joe

Q5: Netflix’s KPop Demon Hunters continue to go up, up, up across multiple channels.

Which slime brand now has a collaboration with HUNTR/X?

Q6: Which two brands joined forces to make gel pens that smell like your favorite — yet seasonal — cookies?

Q7: Which Super Mario Bros. character is the latest baby to hatch at Spin Master?

Q8: Which creative brand partnered with Ms. Rachel to create products that help teach preschoolers about colors using light and action?

Q9: PMI Kids’ World introduced an interactive R.O.N. Jet Playset based on which animated series?

A

The Creature Cases

B

PAW Patrol

C

Bluey

D

Wild Kratts

E

Numberblocks

1. Fisher-Price Little People 2. Care Bears 3. B. Star Wars 4. C. William 5. Gui Gui from Moose Toys 6. Ooly and Girl Scouts of the USA 7. Yoshi 8. Crayola 9. A. The Creature Cases 114 The Toy Book | May 2026 | toybook.com

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BATMOBILE OF 1950 (HORIZON) This 1:24-scale model kit of the iconic Batmobile is a great addition to any Batman fan’s collection. 

ULTIMATE TALKING BUZZ LIGHTYEAR

(THINKWAY)

This interactive Buzz Lightyear action figure features the original voice of Tim Allen from Toy Story, retractable wings, a helmet, and laser light and sound effects. 

TICKLE ME ELMO

STAR TREK BARBIE & KEN

(MATTEL)

Barbie and Ken are ready to boldly go where no one has gone before, and are dressed to play the part in their official Starfleet uniforms. 

(TYCO)

Press Elmo’s tummy button to make him giggle and talk. The more kids press the button, the more he shakes and the louder he laughs. 

SPACE JAM ACTION FIGURES (PLAYMATES TOYS) This collection features the core characters from the action-packed basketball film, like Michael Jordan, Elmer Fudd, Tweety, Bugs Bunny, and the Monstars. 

STAR WARS: A NEW HOPE ACTIVITY CASE

(ROSE ART INDUSTRIES)

Kids can use the included art supplies and paint-by-number scenes to create masterpieces inspired by the first film in the Star Wars Trilogy. 

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