The Toy Book - June 2024

THE HOTTEST SPECIALTY TOYS & GIFTS FOR SUMMER & BEYOND!

®

VOLUME 40, NO. 3

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JUNE 2024

IN THIS ISSUE Volume 40, No. 3 — Published by Adventure Media & Events LLC

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

Clockwise from left: Giggle & Honey Musical Jewelry Box (U.S. Toy Co.), Stumble Guys Figures (PMI Kids’ World), Playmobil Junior Cinderella’s Castle (Playmobil USA), Nudge the Horse (Douglas), Pretendables Milk & Cookies (Fat Brain Toys)

Editorial Assistants Taylor Battle taylor@toybook.com Kit Schroder kit@toybook.com News Writer Bug Hartsock

THE SPECIALTY TOYS & GIFTS ISSUE Departments

Features

Showcases

16 | From the Editor

24 | State of Specialty A Rapid-Fire Pre-ASTRA Q&A

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

26 | Local Heroes Independent Toy Stores Become Community Cornerstones

32 | Stock This!

35 | A ‘Relatable’ Rebrand What Do You Meme? Expands

54 | Arts, Crafts, & Activities

18 | Industry Update 20 | Stat Shot: U.S. 22 | ASTRA’s Insights 36 | Giving Back: enCourage Kids Foundation 89 | Marketing Memo 92 | Raising the Bar 94 | Toy Association Update 96 | Pop Quiz 98 | Flashback: 1987

48 | Rappin’ with the Reps Old-School Sales Tactics & Digital Platforms Collide

38 | Specialty Toys & Gifts

58 | Building Sets 64 | STEM

68 | Blast Off for Fun! Space Toys are Back in Orbit for a New Mission

72 | Games & Puzzles

80 | New in Town: Clever Noodle Gamifying a Quest to Teach America to Read

86 | Plush

82 | MESH

90 | Dolls

On the cover: PMI Kids’ World brings Stumble Guys from the video game to the toy box. Photo by Mitchel Wu Toy Photography The Toy Book Volume 40, No. 3. THE TOY BOOK (ISSN-0885-3991) is published bi-monthly by Adventure Media & Events LLC. Editorial and advertising offices are located at 307 Seventh Ave., Room 501, New York, NY 10001, Phone (212) 575-4510. Periodicals Postage paid at New York and additional mailing offices. Copyright © 2024 Adventure Media & Events.

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

Interns Kristine Kearns Val Kluge Art Director Joe Ibraham joe@toybook.com Graphic Designer Elena Sorce elena@toybook.com Director of Operations Bill Reese bill@toybook.com Executive Director of Sales & Marketing James Devin jd@toybook.com Sr. Sales & Marketing Executive Stephanie Infantino stephanie@toybook.com Sales & Marketing Executive Thomas Stephen Jr. thomas@toybook.com Sales & Marketing Assistant Luíza Peres luiza@toybook.com Controller/Office Manager Lori Rubin lrubin@adventurepub.com

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FROM THE EDITOR

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WHAT’S SPECIAL ABOUT SPECIALTY? Independent Retailers and Manufacturers Meet in St. Louis

by JAMES ZAHN, Editor-in-Chief

T

he retail landscape is changing and the lines are blurring. Where there once existed a distinct wall between “mass” and “specialty” retail accented by the occasional “category killer” in between, a growing number of “mass specialty” retailers (those with a niche focus but more than 10 locations) continue to emerge.

At the same time, brands that were once — and to a large extent, still are — darlings of the traditional specialty realm of independent toy stores and gift shops are spreading their wings to reach a wider audience via major retailers that may not have carried them just 3-5 years ago.

So what’s so special about specialty, and what does “specialty” even mean anymore? That’s a question posited by many, and one that Sue Warfield, President of the American Specialty Retailing Association (ASTRA) addresses on page 22 as ASTRA Marketplace & Academy kicks off in St. Louis. And in our annual State of Specialty (page 24), this year’s roundtable weighs in on some of the opportunities facing the business in the months ahead.

MANDATORY EVOLUTION When I think of “specialty,” a key distinction — outside of providing outstanding customer service and a highly curated selection of great toys, games, and adjacent products — is the ability to be agile, react to trends, and pivot quickly based on ever-changing business needs.

Evolution means survival, and The Toy Book team has seen and done it (growing a print magazine in 2024!) over the past 40 years while chronicling the stories of the brands and retailers that don’t just survive but thrive.

Ripping a page (and title) from The Toy Book volumes of the 1980s, “Rappin’ with the Reps” returns on page 48 as Senior Editor Nadia Velit explores how oldschool sales tactics and new digital platforms can work together to grow business and connect manufacturers and retailers of every size.

A PLAYFUL COMMUNITY Another unique factor that I love about the specialty corner of the industry is the real sense of community that exists in two key ways. On one hand, specialty retailers, including independent toy stores, gift shops, hobby shops, comic shops, and game stores serve as beacons of joy and excitement that bring families together. On another, those who work in the business comprise a community of

their own and ASTRA unites it. On page 26, Assistant Editor Samantha Connell explores both sides of a playful community coin.

Of course, retailers need a steady stream of new and innovative products to keep shoppers coming back, and as always, this issue of The Toy Book is packed with ideas. This month’s Stock This! is followed by our annual Specialty Toys & Gifts showcase in addition to a curated collection of products across STEM; MESH; Arts, Crafts, & Activities; Dolls; Building Sets; Games & Puzzles; Plush; and more.

Looking ahead, The Toy Book team is already working hard on our next couple of issues, including our new Action & Adventure issue (August) and our EPIC LA Fall Toy Preview issue (September).

In the meantime, we hope to see you on the show floor at ASTRA Marketplace & Academy!  James Zahn, best known as The Rock Father, is the Editor-in-Chief of The Toy Book and a Senior Editor of The Toy Insider and The Pop Insider.

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

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

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INDUSTRY UPDATE

Wes Hardin and Lisa Orman Source: Diverse Companies

DIVERSE COMPANIES ACQUIRES KIDSTUFF PUBLIC RELATIONS Diverse Companies, led by Founder and CEO Wes Hardin, acquired KidStuff Public Relations, the 30-year-old PR agency founded by Lisa Orman and specializing in traditional, digital, and social media awareness building for the toy and gift industries. Under the new alliance, Orman will continue to lead the firm as the President of the newly formed company, KidStuff Public Relations LLC. The 5-year-old Diverse Insights division, a team of five in Dallas who have been creating content and providing social media services to a variety of toy and gift clients, will join the media operations in the new LLC. Operations remain unchanged, with KidStuff PR’s team intact and operations continuing seamlessly. 

TREE TOWN TOYS DEBUTS Industry veterans Doug Cass and Michelle Delacourt have started a new venture: Tree Town Toys. The company is described as a place “where creative and innovative new ideas meet classic play, inventors find their dream team, and other businesses get a boost from friends who’ve been there.” The initial product line will debut at ASTRA Marketplace & Academy in Booth No. 3331. 

LEGO CELEBRATES PARIS The LEGO Group honors the heritage and history of the French capital with the LEGO Art Mona Lisa and LEGO Architecture Notre-Dame de Paris building sets.

Adults ages 18 and up can re-create Leon-

ardo da Vinci’s masterpiece in 3D with 1,503 LEGO elements. The 4,383-piece Notre-Dame includes a booklet that takes the builder on a journey through the architectural evolution of the landmark. 

HORIZON GROUP USA HEADS TO A GALAXY FAR, FAR AWAY Horizon Group USA collaborated with Lucasfilm to develop Star Wars-inspired Slime Jars, Lightsaber Engineering Kits, Grow & Glow Kyber Crystals, and more.

According to Laura Pfeffer, Vice President of Licensing & Specialty Sales, the new line of STEM-based products (pictured below) empowers kids to learn alongside their favorite characters from the long-running Star Wars franchise. 

JAZWARES, SEE’S CANDIES PREP HALLOWEEN TREAT Jazwares inked a Squishmallows co-branding deal with See’s Candies, a California-based confectionery company, to bring a gift set to market in October. The set will include an 8-inch version of the Squishmallows character Emily the Bat, as well as a custom box of chocolates and candy, sold in a oneof-a-kind tote bag. 

FUN IN MOTION TOYS INTRODUCES ‘CONFLUXION’ The company behind Shashibo has coined a new category within the building and construction realm: Confluxion. This marks an evolution of construction toys in that there’s a building element to them, but they also move or flex. Fun In Motion Toys will show its TECTI, HyperTiles, and Nockles in Booth Nos. 804 & 809 at ASTRA Marketplace & Academy. 

NEW DATES FOR GAMA EXPO The Game Manufacturers Assocation (GAMA) moved GAMA Expo forward a week to Feb. 23-27, 2025 to avoid overlap with The Toy Association’s Toy Fair, which takes place March 1-5 at The Javits Center in New York City. 

Source: Horizon Group USA

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ARTS & CRAFTS: TOP 5 NEW* ITEMS RANK

ITEM

MANUFACTURER

1

Cool Maker Popstyle Bracelet Maker

Spin Master

2

Play-Doh Kitchen Creations Chef Kit

Hasbro

3

Etch-A-Sketch Classic

Spin Master

4

Kinetic Sand Beach Castle Playset

Spin Master

5

Sticker Wow! Activity Pad and Character Stamper Assortment

Melissa & Doug (Spin Master)

BUILDING SETS: TOP 5 NEW* ITEMS RANK

ITEM

MANUFACTURER

1

LEGO Icons Tiny Plants

The LEGO Group

2

LEGO Icons Bouquet Of Roses

The LEGO Group

3

LEGO Icons Tranquil Garden

The LEGO Group

4

LEGO Harry Potter Hogwarts Castle & Grounds

The LEGO Group

5

LEGO Star Wars Ahsoka Tano's T6 Jedi Shuttle

The LEGO Group

SCIENTIFIC TOYS: TOP 5 NEW* ITEMS RANK

ITEM

MANUFACTURER

1

Magic Mixies Potions Kit

Moose Toys

2

Explore One Sun Catcher Telescope

Explore Scientific

3

Ooze Labs Visible Human Body with Squishable Organs

Thames & Kosmos

4

Discovery Mindblown DIY Robot Retro Like Vending Machine Build Kit

MerchSource

5

National Geographic Epic Forts

Blue Marble/JMW Sales

Source: Circana/Retail Tracking Service/U.S. Toys/12 months ending March 2024. *New = zero sales in prior 12 months

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DOLLS: TOP 5 NEW* ITEMS RANK

ITEM

MANUFACTURER

1

Barbie Pop Reveal Fruit Assortment

Mattel

2

Magic Mixies Pixlings 6.5-inch Assortment

Moose Toys

3

Barbie the Movie Gingham Dress

Mattel

4

Barbie Collectibles Signature Holiday 2023 Assortment

Mattel

5

L.O.L. Surprise! OMG Fashion Dolls Assortment

MGA Entertainment

PLUSH: TOP 5 NEW* ITEMS RANK

ITEM

MANUFACTURER

1

Furby Plush Interactive Toys 6-inch Assortment

Hasbro

2

Little Live Pets My Puppy's Home Playset 5-inch Assortment

Moose Toys

3

Cookeez Makery Baked Treatz Oven Playset Assortment

Moose Toys

4

Snackles Plush 14-inch Assortment

ZURU

5

Squishmallows Harry Potter Plush 10-inch Assortment

Jazwares

GAMES: TOP 5 NEW* ITEMS RANK

ITEM

MANUFACTURER

1

Pokémon Scarlet and Violet 151 Ultra Premium Collection

The Pokémon Co. International

2

Pokémon Trading Card Game Scarlet and Violet 151 Elite Trainer Box

The Pokémon Co. International

3

Pokémon Scarlet and Violet Paldean Fates Pokémon Center Elite Trainer Box

The Pokémon Co. International

4

Pokémon Scarlet and Violet Obsidian Flames Elite Trainer Box

The Pokémon Co. International

5

Pokémon Charizard Ex Premium Collection

The Pokémon Co. International

GAMES (WITHOUT STRATEGIC TRADING CARD GAMES): TOP 5 NEW* ITEMS RANK

ITEM

MANUFACTURER

1

UNO Show 'em No Mercy Card Game

Mattel

2

Twister Air Game

Hasbro

3

Scattergories Classic Game

Hasbro

4

Monopoly Barbie

Hasbro

5

Bluey Keepy Uppy Game

Moose Toys

Source: Circana/Retail Tracking Service/U.S. Toys/12 months ending March 2024. *New = zero sales in prior 12 months

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ASTRA’S INSIGHTS

LET’S PLAY AT ASTRA MARKETPLACE & ACADEMY

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The Specialty Industry Comes Together at this Annual Event

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

O

ver the years, the same question has come up repeatedly: “What does ‘specialty’ really mean?”

For our ASTRA retailers, “specialty” is about much more than just quality toys — it is the entire experience an independently owned and operated store offers, including a curated product selection, unmatched customer service, and understanding customers’ needs.

ASTRA’s annual Marketplace & Academy is the epicenter of what specialty is all about. From our opening session with round-table discussions on relevant topics to our trade show, the ASTRA community will experience the true meaning of specialty throughout the entire show.

There’s much to look forward to, including tried and true programming like attendee receptions, Game & Kit Night, the opening night party, and the Toy Lip Sync Battle. But there are some new opportunities to look forward to as well.

ASTRA’s Certified Play Expert (CPE) course allows retailers, sales representatives, and manufacturers to receive an official Play Expert certification and learn what makes specialty truly special.

Available at Marketplace & Academy, this course requires a separate registration.

Plus, there’s a new award program in town this year. Previously known as

The Play Awards Gala will celebrate the ASTRA Play Awards finalists and winners on Monday, June 3 at 7 p.m. in the America’s Ballroom at the St. Louis Convention Center.

the “Best Toys for Kids Awards,” ASTRA renamed its specialty awards program the “ASTRA Play Awards.” This new name allows the awards committee to focus on products that foster good play for all ages, inclusive of categories beyond toys that are sold at specialty, including books, games, and more.

Despite the new name, the program runs just as it has in years past. To qualify, items must be new to market, unique, in good supply at independent toy retailers, and significant (thought-provoking or

groundbreaking). You can see the full list of finalists at astratoy.org/play-awards.

Also new this year, Marketplace & Academy attendees can look forward to the Play Awards Gala, at which we will announce the ASTRA Play Awards winners.

This extra event requires a separate ticket and will take place Monday, June 3 at 7 p.m. in the America’s Ballroom at the St. Louis Convention Center.

All of the programming, networking opportunities, and even the exhibit floor at ASTRA Marketplace & Academy focus on helping manufacturers, retailers, and everyone in between serve future generations by providing children with quality playthings. And remember: One toy doesn’t fit all. That’s what specialty is about – choosing the right toy for the right child — or adult — for a specific time in their life. We all need to play, and we are all special. 

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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STATE OF SPECIALTY 2024

TALKIN’ SPECIALTY The Toy Book catches up with industry veterans to discuss the year so far. compiled by JAMES ZAHN, Editor-in-Chief

MARK CARSON

President, Fat Brain Toys How do you view the “State of Specialty” in 2024?

I believe we’re approaching that point of “normalcy” that we’ve all been talking about for at least the last 18 months. The specialty market has done an amazing job of rolling with the unpredictability of the last several years and will hopefully be rewarded with some growth and stability in the year ahead.

“Innovation” and “newness” are the buzzwords of the year — how are you delivering on those?

They may be buzzwords, but they’ve always been key ingredients in our product DNA, and our 2024 lineup is no different. Spanning six different product categories, we’re giving consumers plenty of reasons to get excited about new concepts and new ways to play.

What are some key ways that Fat Brain Toys is supporting independent retailers this year?

New product innovation first and foremost, with 13 all new items being introduced at ASTRA. But we’re also looking at ways of providing more flexibility for our retail partners and providing even more resources to make their jobs easier.

What do you see as the biggest overall opportunity for the industry in the back half of this year?

It’s going to be a “blocking and tackling” year. With limited movie tie-ins and few stereotypical “hot toys” bubbling up, the big winners will be those companies who can execute on the aforementioned innovation when it matters the most, holiday 2024!  Air Toobz | Source: Fat Brain Toys

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KEVIN DANIELS

Co-Founder, Fun In Motion Toys What is the “State of Specialty” this year?

Challenging economic times can make it difficult for specialty. We hope to help our specialty partners succeed this year with dazzling new designs of the best-selling Shashibo — the Original Magnetic Puzzle Cube — and through innovative offerings in our new “Confluxion” category, construction toys that move and flex.

How can retailers best collaborate with you?

They should take advantage of all our free merchandising programs. Our products are highly visual due to their unique movement attributes so our displays all include video monitors to show off the product benefits in the best way possible. We are also starting an in-store play program for Shashibo this summer called Shashibo Squad which is free for stores to participate in. 

LEAH PICKERING, CPE

Owner, Kazoodles Toys Vancouver, Washington

What are the most important opportunities you see this year?

The biggest opportunity comes in the consolidation of brands. As a retailer, regardless of how we feel about them, mergers often mean far more options to test new products. There is further evolution ahead.

I [also] believe it is as important now as it was in 2020 to get creative and stay connected. Embracing social media and digital marketing is not just a good idea at this point — it is essential to your success.

How can manufacturers better support retailers?

I have one answer — a mission, really. Manufacturers and distributors: Please embrace the payment link so we can click to pay you. We are begging! 

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LISA ORMAN

Founder, KidStuff PR What marketing and PR trends have you noticed recently that can benefit independent specialty toy and game retailers?

Vendors are getting really creative with in-store “events in a box” to provide you demo and play opportunities for customers. These build loyalty with customers for both stores and vendors.

On the media front, TV stations and shows are back to welcoming guests in studio for live or taped segments after a long break during and after the pandemic. Stores have the opportunity to offer to bring best sellers into studio for segments themed on play.

What is the single biggest piece of advice you can share with the overall toy industry after 30 years in the business of play?

Be clear on your reason for being and be able to articulate it clearly and quickly. Know your points of difference and why you’re better/best compared to other products and companies in the market. Also under-promise and over-deliver to be viewed as reliable and credible. 

AARON THOMPSON

Vice President U.S. Brick & Mortar Sales, Blue Marble

DENISE YATES

Sales Manager, Blue Marble How is Blue Marble’s specialty business evolving?

Denise Yates: We continue to build business and expand our customer base with independent toy stores, museum and discovery center gift shops, and Source: Blue Marble other attractions. We value our continued relationship with The Good Toy Group, Learning Express, AMain (previously Hobby Town) and other buying group communities that are supporting the independent retailer. We are very excited to see our customers and sales representatives at ASTRA Marketplace & Academy in St. Louis!

REBECCA BAMFORD

Owner, Citizen Kid Hamilton, Ontario, Canada How do you view the “State of Specialty” this year?

People have so many choices now, but specialty toys is a thriving industry with folks who understand the important role of play in a child’s development. Play should ignite creativity, spark the imagination, and encourage kids to explore the world in different ways.

What are some of the biggest challenges and opportunities that you’re facing as a small business owner?

The economy is the biggest challenge this year as many folks are facing higher costs of living and have to make real choices about how they spend every dollar. At Citizen Kid, we continue to stand out with beautifully crafted, unique, and practical toys that are built to create treasured memories for generations. 

Source: Citizen Kid

Your product mix is growing — what can retailers expect to see in the months ahead?

Aaron Thompson: We plan to launch 82 new products worldwide this year and have even more categories in sight for 2025.

What trends are you seeing at retail?

DY: Core Science and Chemistry continues to be our top selling category followed by Blockaroos. Hands-on activities and dig kits are what we are most known for at specialty.

AT: The Arts & Crafts category seems to have declined, and Chemistry at the big box retailers has plateaued. Junior Chemistry and STEM for younger audiences is an area of focus for us. Most major retailers have struggled some as consumers flock to the low price leader Walmart.

Epic Forts had a big launch last year, what products should independent retailers have on their radar?

DY: Stepping Stones is turning into a real category. As simple as it sounds, moms are buying them. We are also bringing back an old favorite — the pyrite dig brick — and expect that to be on every order at ASTRA. 

Extended Edition Available!

Scan the QR Code to visit toybook.com for an extended version of this Q&A with additional, in-depth insights from each participant. You can also browse the archives to enjoy previous Q&As. Interviews are edited for clarity and length.

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The Terra Toys sales floor offers a large space for kids to start their toy-related adventures. | Source: Terra Toys

hen buyers search for the perfect toy or game, they have two options: visit a brick-andmortar store or purchase their desired product online. While specialty toy stores might have to compete with the vast, ever-changing digital landscape, they also provide services and smiles that shoppers can’t find online. These stores are reliable locations for families to find the proper toy, a warm friend, or discover a brand new interest.

Some community-based retailers look to the connection and aid found through an American Specialty Toy Retailing Association (ASTRA) membership while serving local shoppers. ASTRA provides more than 1,800 independent retailers, sales representatives, and manufacturers with discounts, educational opportunities, and networking channels. ASTRA also hosts Marketplace & Academy, an annual gathering that brings specialty professionals together in a new city each year.

Independent toy stores bring a certain flair to the retail experience that customers can’t get by clicking the “add to cart” button. With different products, events, and — for some — an ASTRA membership in their toy box, specialty retailers establish themselves as places to shop, learn, create, grow, and bond.

SHOPPING BEYOND THE SCREEN Specialty toy stores often focus on one factor that larger retailers and e-commerce sites struggle to offer shoppers: outstanding customer service. These

retailers curate a warm, welcoming experience for residents and visitors.

When it comes to toys, Julie Everitt, Co-owner of Whistle Stop Hobby & Toy in St. Clair Shores, Michigan, is certain that her employees are real-life counterparts to Google — if a patron has a question about their stock, there’s no need to pull the phone out and scroll through pages of text. “As the owner, I like to keep our employees informed on our products. I find it is very important to know the toys so you can help the customer find the perfect gift that fits that child,” she says.

This direct interaction and education is one major benefit of shopping at a community toy store. The in-person discussions can remove confusion and an endless amount of time searching the web, a factor that Sylvia Edwards, CEO of Terra Toys, acknowledges. Terra Toys, established in 1978 in Austin, Texas, offers customers more than a sales floor and stocked shelves.

“We intensively train all our employees in understanding the cognitive benefits of each toy we carry and how they enhance different levels of learning and play at different ages,” she says. “For example, we teach about the emotional and social impact of a toy as simple as a puppet, that children use them to cast different social identities in a safe place called ‘play’ and it helps with becoming an emotionally secure human … when you interact with the salespeople here at Terra Toys, you will learn basic tenets of play as we show you toys,” she explains.

Providing shoppers with an unchallenged level of expertise and the warmth that buyers can only receive from an in-person interaction paves the way for a store to establish itself as a community pillar. At Terra Toys, the local shopper’s experiences remain an employee’s priority, and community members recognize the importance of the brick-and-mortar store. “I believe that [when customers are] feeling loved and like you supported something meaningful, it has an impact.

We also care for our regulars, and having a fun relationship with the customers brings them all back,” Edwards says. The employees-turned-friends at Terra Toys are sure to greet each customer at the entrance and aim for shoppers to feel like they’ve joined a party upon entering the toy store.

PLAY, PRODUCTS, AND MORE As families feel the love and dedication from employees at local toy stores, the shops steadily build their names as community centers. This means branching out from basic retail to toy-, arts and crafts-, and game-based events and experiences for the whole family to share ideas, make new friends, and have some laughs.

“We are famous for interacting with our customers and demonstrating toys, [and] we regularly open candy bags and start impromptu candy sample times and show all kinds of things that engage people,” Edwards says.

At The Toy Box, a community staple

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in Mamaroneck, New York since 1977, families can interact with different games before adding them to family game night. Nick Tarricone, who acquired the business earlier this year, has plans to introduce new events and experiences to the shop and the regulars.

With support from the previous owner Steve Josephson, Tarricone wants to start hosting game nights, wine and paint nights, and showcase nights at The Toy Box. “I’m interested in hosting nights where we have somebody show a brand new game to the community and people can learn it and then play it … my hope is to start monthly events during the summer and then work up to biweekly and weekly events,” he says.

Through these events and opportunities to physically play with toys and items alongside friends and family, independent stores can serve as a third space for families and friends — community members can leave the office, school, or their home and meet in an area full of exciting toys and games.

Of course, the relationship between a community and a retailer goes both ways: It’s mutually beneficial. When retailers invest in their community, the community will return the admiration — and often return to the store. “It really is a codependency or an interdependency between the store and the community. And we need

each other so deeply,” Terricone says.

Visiting these stores becomes a multigenerational adventure as grandparents bring their grandkids to the locations they visited as kids, growing the relationship between retailers and families. As families The Whistle Stop storefront is a community icon. | Source: Whistle Stop create memories, kids remember the places that brought them joy and new similar community of their own — and for additions to their collections. One kid-tur- most, this is found through ASTRA. When ned-filmmaker recently returned to The store owners join ASTRA, they receive Toy Box to shoot an upcoming movie. access to a member community message However, many stores realize that for board, discounts on survey data, educasome customers, the ease of purchasing tion and certification programs, and more. a toy online might outweigh the potential Most importantly, retailers involved in to integrate into the community or learn ASTRA can easily collaborate and discuss about play from staff members. Because with fellow independent toy stores. of that, independent retailers are increaWhistle Stop has been an ASTRA singly opening digital storefronts with member for approximately 15 years. an extension of personal service in mind.

The company underwent a few transforParents and other gift-givers can order mations since its start as Whistle Stop online for curbside pickup, local delivery, Antiques in 1969 and eventually found or traditional shipping. footing as a combination hobby shop and toy store in the ‘90s. To Wendy Bacon, COMMUNITY THROUGH ASTRA Everitt’s sister and co-owner, the ability While local toy stores foster commuto speak to, learn from, and help educate nity, independent retailers also need a other toy retailers is a partial reason for their membership of more than a decade.

“ASTRA is such a great community to talk to other specialty retailers from other states and locally, to see what’s working for them, what’s trending, what new lines they may be trying. Those connections are made at the ASTRA conventions. We are always so inspired after each show. The networking, education, discounts offered, and even services such as shipping discounts are just a few benefits from our membership,” Bacon says.

For some retailers — even established ones— ASTRA’s events and offerings are unfamiliar territory. Despite serving as a community toy store in Texas for more than 40 years, Terra Toys joined ASTRA just this year. The decision to invest in membership came nearly 15 years after Edwards assumed the CEO position. “We Terra Toys staff members dress in magical outfits for the Fairy Tea Party event inside the store. | Source: Terra Toys

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are founded by a mix of introverted owners, and I think the reason we didn’t join for so long is that we heard from the occasional toy rep that ASTRA is a popularity contest or ‘cool kids club’ and mainly for networking and getting to know people.

Now, I see the benefits [of ASTRA], and I know that this is not all that ASTRA is,” Edwards says.

Terra Toys stocks products across more than 12,000 square feet of retail space and looks forward to discovering new items to join its product mix. “We are interested in expanding our network of fellow business owners [and] would like to learn about new cool toys. We also want to learn what works and doesn’t work for some companies, and what retail solutions they are exploring as they run their businesses. We joined ASTRA to participate in a larger network of toy people who can help and learn from each other,” she says.

While some stores wait to join, other owners incorporate the membership application into their initial to-do lists.

Terricone at The Toy Box approached ASTRA almost immediately upon renovating the space. He believes meeting fellow ASTRA members at different events will provide exceptional learning opportunities, especially as he integrates into the industry. “From a long-term perspective, as somebody who is now becoming a student of the industry, wanting to stay in the loop … to be a part of this community … to learn as much as I can, it makes perfect sense. I am truly someone looking to learn. And as a result, I think ASTRA

The Toy Box stocks a variety of books, plush, games, and more for community members to discover. | Source: The Toy Box

potentially has a lot more to offer me than a lot of other people, although I’m sure there is an incredible amount of value for anyone,” he says.

While most shops closely follow toy trends and stay true to specific buying factors, discussions with other ASTRA members can provide insights and perspectives that have been overlooked. Understanding the successes and failures of other stores can create new avenues for ASTRA members looking to continue offering the best of the best to their community members. And, for local retailers, serving the community with their desired brands and products impacts the entire town.

NEIGHBORHOOD BUILDERS Outside of providing locals with quality toys, soft smiles, and a place to befriend others, specialty stores positively impact the financial wellbeing of their hometowns.

As Edwards mentions, “We [Terra Toys] pay our local taxes, donate to local schools and charities, we employ the people who live here … some companies are so far removed from the city they are in that the money that goes into the store does not fuel or help the economy around it.”

When customers invest in Siblings and Co-owners of Whistle Stop Hobby & Toys. | Source: Whistle Stop local specialty stores, their

time and money strengthen the fabric of the community.

Terricone believes that the expanding interest in digital spaces will help highlight the need for specialty stores.“As the world becomes more connected and reliant on the internet, I think we’re going to see a deeper need for community. And that’s what stores like ours service,” he says. The increasing number of ASTRA members suggests that other independent toy store owners might feel the same way.

As local toy stores become community cornerstones, ASTRA members and those behind the registers can watch the magic of independent retail unfold. Both the customers and the toy experts within the community are positively impacted by doors opening on a well-known, recognizable street. As Edwards mentions, “I have a wonderful and beautiful reason to go to work, and I get to help enhance the lives of children and transmit positive content and culture to children who might not know it … it is also so amazing to watch these children grow up over the years. The benefits are endless.”  Samantha Connell is an Assistant Editor for The Toy Book, The Pop Insider, and The Toy Insider. She loves to write, craft, and play with her adorable dog, Willow. She is a Ravenclaw, Star Wars fan (prequels included), and Clemson alumna. She also thinks that she is the favorite aunt.

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BRANDED CONTENT

CRAZY AARON’S Distributors: Toyology, Total Toys McManemin Companies, Enchanted Moments, JC Sales Crazy Aaron’s Slime Charmers Ages: 3+ | MSRP: $12 Squishy, stretchy, satisfying fun. Crazy Aaron’s Slime Charmers include uniquely themed slimes with delightful scents, exceptional textures, and robust charms. Allow these DIY-inspired slimes to charm you. Each slime includes themed charms and textured mixers.

This line is already a fan favorite with an average review rating of 4.8 out of 5 stars.

FUNORMOUS Contact: ab@funormous.com Baby Shark Inflatable Water Slide with Pool Ages: 3-8 | MSRP: $349 This backyard inflatable water slide features Baby Shark characters, a tunnel, a basketball hoop, a climber, a slide, a water misting system, and a large pool area with a water cannon. It comes with a blower, anchors, a basketball, an air pump, a repair kit, and a storage bag.

WINNING MOVES USA Contact: wmsales@winning-moves.com (800) 664-7788 x102 or x103 Rack-O Jr. | Ages: 4+ | MSRP: $12.95 Rack-O Jr. is the first-ever junior version of the family-favorite game Rack-O. The goal is to be the first player to fill your rack with cards, from lowest to highest. Number cards are color-coded to match the colors of the rainbow (and colors on the racks). Special cards add to the fun.

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BRANDED CONTENT

FLOODGATE GAMES Contact: rich@floodgategames.com Kites — Time to Fly | Ages: 10+ | MSRP: $19.95 Kites is a fast, fun, cooperative game that everyone will love. Take turns playing cards, flipping the sand timers, and coordinating with other players to ensure none of the timers run out.

ZIPSTRING Contact: austin@zipstring.com ZipString LUMA Ages: 8+ | MSRP: $39.99

SKILLMATICS

Wonderment awaits, anytime. Illuminate the night with ZipString LUMA, the ultimate glow-in-the-dark toy that carefully balances forces of gravity, lift, tension, and drag to fly a looped string in the air for amazing tricks.

The light from LUMA charges the string and makes it glow in the dark. Now kids can be mesmerizing any time of day. Indoors or outdoors, ZipString LUMA is the perfect go-to companion to captivate everyone around.

Contact: sales@skillmaticsworld.com Distributors: Diverse Marketing, Rocket Rep, Enchanted Moments Guess in 10 Disney Edition | Ages: 6+ | MSRP: $19.99 Guess in 10 Disney Edition is the ultimate guessing game for Disney fans of all ages. Ask up to 10 yes or no questions to guess the Disney character on the card. Think hard, ask smart questions, and be the first player to guess seven cards to win the game.

Foil Fun Unicorns & Princesses | Ages: 4-9 | MSRP: $19.99 Foil Fun Unicorns & Princesses is an award-winning, magical, and mess-free activity designed to inspire hours of sparkly fun. Create unique foil pictures featuring fairies, unicorns, wands, hearts, rainbows, and more. Select a background, choose stickers, and press on colorful foil sheets to bring the scenes to life.

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BRANDED CONTENT

STOCK THIS! GRIDDLY KIDS Contact: griddlykids.ca/pages/for-wholesale Distribution: Faire BobBee | Ages: 6MOS+ | MSRP: $34.99 BobBee is an all-new water toy that is three boats in one: Bob and Bee ... and BobBee. As the (social emotional) story goes, Bob is a steamboat with heavy load and strong capabilities, but with slow, steady movement. Bee is a smaller, agile, and quicker boat. Together (literally fitting together two toys into one), BobBee is a strong and swift channeling vessel of fun.

BobBee’s accessories include suction cup portholes (stick to the walls, sink or tub), a towing tail (a teething toy) and multiple storage compartments that all aid in the imaginative fun of the new water toy.

BobBee can be played with in the bathtub, water table, sink, or on dry land. The toy is multi-purpose, multi-gender, multiage, multi-discipline, and multipliable fun.

CUBO TOYS Contact: cubotoys.com Cubo Montessori Box — Starter Kit Ages: 0-5 | MSRP: $49.99 A 3-in-1 imbucare educational box that grows with your baby from 6 months and up, this Starter Kit teaches the child that an object is still there even though she cannot see it through Piaget’s theory of object permanence. The lids and parts can be changed to suit three different play patterns that progressively teach this theory: a ball drop using half lid, a ball drop using full lid, and a coin drop. The Starter Kit is the first of eight kits in the Cubo Montessori Box range that is curated to grow with kids from 0-5 years with up to 24 ways to play using only one modular wooden box making it a sustainable choice.

TOP SECRET TOYS Contact: orders@topsecrettoys.us Dissect-It Rattlesnake Super Lab Ages: 6+ | MSRP: $24.99 | Available: Fall 2024 Using a firm, gelatin-like compound, this toy provides the realistic experience of scientific dissection without harming a real snake. The rattlesnake is the biggest kit in the Dissect-It line as it comes with 35 bones and organs to dissect along with a special surprise. Each kit also comes with a detailed, full-color learning guide, a work table, four safe surgical tools, and two refill mixes so kids can dissect it again and again!

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BRANDED CONTENT

COMPLIANCE & REGULATIONS

TALKIN’ TOYS

A ‘RELATABLE’ REBRAND It’s All Fun and Games for the Company Formerly Known as What Do You Meme?

T

he Toy Book catches up with Relatable’s Chief Revenue Officer, Karen Branson, for some insight into the company’s evolution.

The Toy Book: Why was it important to rebrand What Do You Meme?

Our transition from What Do You Meme? (WDYM?) to Relatable reflects our growth into a full-fledged consumer products company. WDYM? started it all, and while it remains a core category, our expansion into card games for adults and families, outdoor toys, plush items, and health & wellness products highlighted the need for a name that reflects our diverse lineup. Relatable encompasses our commitment to creating products that resonate with individuals, aligning with our expanded range of offerings.

TB: When you joined the team as Chief Revenue Officer, the company was very excited about some “fresh ideas” you brought to the table.

What can you share about that?

Since joining as CRO, my primary focus has been aligning our strategic growth pillars with our existing retail partnerships. We’ve explored ways to streamline our retail tactics and marketing efforts to boost brand recognition and introduce new products effectively.

To achieve this, we’ve merged the sales and marketing teams under my leadership to establish a solid foundation for ongoing growth.

TB: Rob Bencal joined Relatable as Executive Licensing Consultant last year. How has he fueled growth?

Rob has been instrumental in driving our growth in licensed products. Leveraging his expertise, we’ve continued to expand our Squishmallows Heating Pads line with the introduction of Archie and Wendy earlier this year. Building on this success, we’re thrilled to announce that we have some exciting new licenses in the pipeline for this year, including new emotional support products and more!

TB: Hunt A Killer (HAK) is Relatable’s first acquisition. What made it a compelling target?

The acquisition was carefully driven by our founders and marks a significant milestone for Relatable, representing our first strategic move into the world of acquisitions. HAK’s status as the premiere murder mystery franchise perfectly complements Relatable’s position as the No. 1 leader in adult card games.

From the start, it was clear that HAK’s unique offering filled a white space in the market that we’ve been eyeing for some time now. This acquisition not only expands our product portfolio but also opens up exciting opportunities to tap into a new customer demographic interested in strategy games. While our existing product line focuses on casual and easy play, HAK provides a strategic avenue for us to diversify and further solidify our leadership in the industry.

Source: Relatable

TB: Relatable quickly became a player in the “toy adjacent” category through products such as the Menstruation Crustacean line under the Happy Helpers brand. How did heating pads become such a key part of your product assortment?

The idea behind our cute plushie heating pads was straightforward: We noticed a gap in the market and decided to fill it. Traditional heating pads were functional but lacked personality, so we sought to change that. Collaborating with Jazwares allowed us to add a unique twist to our product and capture the attention of consumers looking for something different.

TB: As Relatable continues to spread its wings, what other initiatives can you tease for the future?

Innovation is our core focus at Relatable, whether it is within the games category or in entirely new segments, we are focused on bringing innovation to our target audience. With a deep understanding of millennial and Gen Z needs, we continuously seek to reinvent and reinvigorate categories.

One of the main reasons I was drawn to Relatable was the approach and excitement the company has when it comes to driving newness and innovation. We will apply these same principles in continuing the evolution of the HAK brand and are super excited to bring those to life over the next 12 to 18 months! 

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GIVING BACK

HUMANIZING HEALTHCARE

enCourage Kids Foundation seeks toy industry partnerships.

by NICOLE SAVAS, Social Media Editor

T

he sterile, fluorescent halls of the hospital are a daunting place for adults, let alone kids. Yet, every year around 3 million kids are hospitalized. For those facing the scariest times of their lives, a foundation is working to offer encouragement. “enCourage Kids Foundation’s (EKF) mission is to humanize healthcare for children in hospitals,” says Jean Butler, President and CEO of EKF and former Chief Executive at The Toy Foundation.

EKF works with a network of more than 300 U.S. hospitals to bring joy, comfort, and hope to kids during their stays. EKF communicates with its hospital partners directly to address and fulfill each one’s specific needs.

EKF leads several initiatives across the country, and each falls under one of the foundation’s main pillars: Joy, Hope, Resilience, and Healing. Under these pillars, EKF works to provide supplies for hospitals, entertainment for kids, and support for kids and their families.

As part of its desire to build joy, EKF runs the Send a Smile, Send a Bear program, through which it sends teddy bears to hospitalized kids to offer them a comforting friend. Recently, the foundation partnered with FAO Schwarz to expand

the program. FAO Schwarz is now selling an EKF-inspired bear, with a portion of the proceeds going to the foundation. People can also donate a bear directly to those in need through EKF’s website. Partnering with an icon like FAO Schwarz is a step toward a larger goal of connecting with those in the business of play.

EKF partnered with FAO Schwarz for a new bear.

Source: enCourage Kids Foundation

“EKF seeks to establish closer ties with the toy industry because the well-being of children is at the epicenter of its businesses,” Butler says, “and our shared interests make us natural partners in these endeavors.”

Families gather in Elmhurst Hospital for a toy drive.

Source: enCourage Kids Foundation

MOMENTS OF IMPACT When asked about a memorable moment from her work with EKF, Butler recalled a time last year when she and her team met with a music therapist funded by the organization. The therapist told them about

Music therapy is one of EKF’s many initiatives.

Source: enCourage Kids Foundation

two teens who were admitted for suicide attempts who she worked with on an original music composition.

“Before you knew it, they had composed a poignant song about loneliness, love, and hope. She played the song for us and there wasn’t a dry eye in the room,” Butler recalls. “This was a testament to the depth and breadth of EKF’s work and the life-changing impact our work [has].”

OPPORTUNITIES FOR PLAYFUL PHILANTHROPY The foundation recently piloted a successful Mental Health Wellness Program and is actively seeking corporate partners to scale it nationally. It’s also opening its Pediatric Hospital Support Program up for sponsors to co-brand areas including Pet Therapy, Technology and Innovation, Creative Arts Therapy, and more.

“EKF offers a myriad of opportunities for [companies in] the toy industry to broaden and deepen their impact, burnish their brands, establish more meaningful relationships with consumers, and foster goodwill in communities,” says Butler.

“We hope they will accept our invitation to do good so that children in hospitals will do well.”

Visit encourage-kids.org to learn more and get involved.  As a kid, Nicole either wanted to be a professional toy player-wither or a writer. As social media editor for The Toy Book she’s found a career as both.

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

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Source: PMI Kids’ World

SPECIALTY TOYS & GIFTS GOLIATH Animagic Axolotl Ages: 4+ MSRP: $9.99 Available: Fall 2024

PMI KIDS’ WORLD Stumble Guys Collection Ages: 8+ | MSRP: $2.99-24.99 The Stumble Guys collection, inspired by the battle royale video game, includes three different figure lines, 8-inch plush buddies, and 5-inch clip-on plush. Kids can collect their favorite characters for screen-free play.

LUKI LAB Flat 2 Fast Card Racers Ages: 5+ | MSRP: $5.99 Flat 2 Fast Card Racers transform from cards to superfast racing cars with the press of a button — no pullback is needed. These portable toys fit perfectly in a pocket or backpack for on-the-go play.

This Axolotl is an interactive pet with a squishy body for sensory play and a magical wateractivated light-up feature. Kids can dunk them in water to see their hearts light up, and watch as they float to the surface of the water. Available in pink or blue.

WOWWEE Fingerlings Care ‘n’ Cuddles Interactive Baby Monkey — Sunny Ages: 3+ | MSRP: $39.99 Available: August 2024 Sunny is a purple baby monkey with soft fur and a heart that lights up in a rainbow of colors.

It features more than 150 sounds and reactions, and includes a night light mode, four games, and four accessories.

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SPECIALTY TOYS & GIFTS HASBRO Hasbro Presents: Transformers: Music from the Original Animated Series 40th Anniversary Vinyl Ages: 18+ | MSRP: $39.98 | Available: July 26, 2024 Remastered by Sony Music, this limited edition vinyl boasts 42 tracks, including the full soundtrack from the original 1984 animated series, along with two previously unreleased cues and a brand-new remix of the iconic theme song.

PLAYMOBIL

U.S. TOY CO

Large Pirate Ship Ages: 4+ | MSRP: $99.99

Infinity Bracelets (Horizon Group USA) | Ages: 8+ | MSRP: $29.99

This floating ship is equipped with swiveling cannons and an adjustable large cannon, and offers plenty of space for the adventurous pirate crew. Thanks to the practical foot clamps, the figures can stand securely on board. The sails are also movable and can be unfolded on both sides.

Kids can connect and create everlasting friendship jewelry with this jewelry set. Complete with infinity charms, waterproof chains, a protective cover, and a pair of multifunctional pliers, this kit has all the essentials for kids to make custom-fit forever bracelets.

MAKE IT REAL Lights, Camera, Action!

Digital Creator Set Ages: 8+ | MSRP: $19.99 Tweens can get creative on the go using their phones with the included camera lenses, mini microphone, disco ball light, phone grip, and more. They can experiment with the various camera lenses to take artistic photos and record videos.

BANDAI NAMCO TOYS & COLLECTIBLES AMERICA Tamagotchi Connection Ages: 6+ | MSRP: $29.99 | Available: July 2024 With advanced pixel technology, each Tamagotchi virtual pet comes to life in vivid detail, offering a one-of-a-kind companionship experience. From feeding and playing to nurturing and bonding, users will forge deep connections with their digital companions.

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SPECIALTY TOYS & GIFTS LEARNING RESOURCES Growing Greenhouse Color and Number Playset | Ages: 18MOS+ | MSRP: $24.99 This playset not only fosters color recognition, matching, counting skills, and more — it also promotes eco-lasting play in a fun and interactive way. The set includes flowers and pots for kids to match, accompanied by a working watering can and a guide filled with kid-friendly sustainability facts.

TOMY Build-A-Buddy Monster Truck Ages: 0+ | MSRP: $12.99 Available: Fall 2024

SUPER IMPULSE Stink Blasters | Ages: 5+ | MSRP: $5.99 Each of these 2.5-inch figures is designed to release its own specially designed odor when squeezed. Series 1 includes eight mini-figures with big personalities.

Each includes a unique card that tells its story, with family history, likes and dislikes, hobbies, and smelly superpowers.

This 12-piece construction toy includes a hand ratchet so kids take it apart and put it back together again which is great for encouraging problem-solving skills. Made of chunky parts, it’s easy for little hands to assemble and maneuver into place.

JAKKS PACIFIC Chubu Pop Marvel Assortment Wave 1 Ages: 4+ | MSRP: $4.99 These detailed fidget toys feature fan-favorite Marvel characters. The ridges on the Chubu Pop allows kids to bend the tube in unique ways to display each character. The assortment includes Spider-Man, Hulk, Captain America, and Iron Man.

TREND ENTERPRISES Tear & Share Stickers | Ages: 3+ | MSRP: $3.99 Each Tear & Share title includes 30-60 stickers across five sheets. Kids can tear the perforated line to separate a sticker from the rest of the sheet, then share stickers. Seven different titles feature stickers of sweets, birthday decorations, and more.

HAND2MIND Numberblocks Puzzle Solver Ages: 3+ | MSRP: $16.99 Kids can turn and flip Numberblocks characters One to Five to complete these tactile puzzles that challenge children to think critically and improve spatial reasoning skills. Inspired by certain episodes of the show, these familiar friends will bring hours of fun through four different levels of play.

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SPECIALTY TOYS & GIFTS HAPE Sizzling Griddle and Grill BBQ | Ages: 2+ MSRP: $39.99 With the portable BBQ set, kids can turn the dials to light up coals and hear sizzling sounds from the grill. The set includes everything kids need to role-play as grill masters and cook meals: cooking utensils, condiments, hotdogs, steak, veggies, and more.

FAT BRAIN TOYS Play Tab | Ages: 12MOS+ | MSRP: $45.95 A modular, customizable sensory toy, PlayTab lets kids build a unique experience packed with fine motor challenges, visual fascination, cause-and-effect discoveries, and more.

MINILAND Eco Jr. Sand Set Ages: 18MOS+ | MSRP: $27.98 This sand set is made of eco-friendly materials and designed in soft, pastel colors. Available in two sizes, this set comes complete with a bucket, shovel, dustpan, and rake.

SAVVI

TWEE

Fabulous 50-Piece Tattoo Pouch Ages: 4+ | MSRP: $4.99

Vroooom Vroooom Sidewalk Chalk Ages: 3+ | MSRP: $12

This 50-piece pack of cotton candyscented skin-safe temporary tattoos can be used on the skin, clothing, water bottles, and more for kids to enjoy. The pack includes a Tips and Tricks guide to maximize the fun.

This chalk set comes with purple and turquoise chalk cars and is meant to be used on surfaces with grit, including sidewalks, asphalt, concrete, slate, and more. It boasts bright colors to encourage creativity and color recognition for little car lovers.

YUME Stranger Things Bobbleheads | Ages: 8+ | MSRP: $5.99 These bobbleheads capture the essence of the iconic characters from the Netflix series Stranger Things, offering a playful and nostalgic tribute to the show. Each one features dynamic poses and expressive faces.

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SPECIALTY TOYS & GIFTS TOP SECRET TOYS

SUPER7

Gooblins | Ages: 4+ | MSRP: $6.99

Powell-Peralta ReAction Figures Wave 5 Ages: 14+ | MSRP: $20 each

Each of these six gooey, stretchy alien creatures contains a skeleton that can be removed. Kids can dig through the goo to find spooky bones and organs and open up the Gooblin’s stomach to discover the surprise item it had for lunch.

The fifth wave of Powell-Peralta ReAction Figures honors skateboarding legends Rodney Mullen, Steve Caballero, Mike McGill, and Tony Hawk. Retailers can order the assortment in 12-piece PDQs containing three of each figure.

BOOGIE BOARD Jot Pocket Shimmer Collection Ages: 6+ | MSRP: $19.99 Kids can jot on their shimmery keychain tablet, which comes in three colors: blue, pink, and purple. There is a shimmer-infused writing stylus attached. This is a great way for kids to unplug and play games, doodle, and more in a screen-free way.

SCENTCO Smelly Ballz | Ages: 3+ | MSRP: $4.99 These Smelly Ballz come in a two-pack and feature six fruity scents. Each time kids squeeze these stress balls, a gourmet scent is released.

THIN AIR BRANDS Hyperdrive R/C Drifter Ages: 5+ | MSRP: $39.99 Available: August 2024 With realistic drifting action, this vehicle features an aggressive stance, responsive shocks, solid handling, and full-body lights that kids control with the included remote.

MONOGRAM Stitch 3D Foam Bag Clip | Ages: 4+ | MSRP: $6.99 Kids can collect fun-size Stitch in 11 different varieties from a blind bag. Once revealed, the figures can be displayed on bags, keys, desks, and more.

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“

Newness” has been a buzzword throughout 2024, and as the industry prepares to enter the second half, specialty retailers are faced with ongoing challenges such as competing with big boxes, the ever-growing hurdle that is online sales (especially now that more major manufacturers are leveraging direct-to-consumer sites), and curating a wide assortment of fresh, new products.

Independent retailers are ready for an aggressive summer, with events and promotions to drive foot traffic and sales.

Sources say many specialty retailers are shifting away from major manufacturers and common SKUs, and re-focusing on small or mid-tier brands with new products that are not yet available on digital channels. They can remain competitive with a differentiated assortment relative to mass and online retailers, and possess an edge if they can get those items to market quickly.

Another factor playing a major role in transforming the retail landscape is Faire, a free online wholesale marketplace where hundreds of thousands of retailers across

North America and Europe are connected with more than 100,000 brands of all different sizes.

“Any tool that allows brands and retailers to streamline their operations is incredibly valuable for small business owners, who are often strapped for time,” explains Jen Burke, Head of Revenue at Faire. “It allows them to focus on what they do best — creating unique products or curating unique merchandise for their customers.”

Faire launched in 2017 with a vision to help small businesses come together to compete on a more level playing field.

Now, the platform is home to thousands of items spanning Home Decor, Paper & Novelty, Beauty & Wellness, Pets, Kids & Baby, and more. While retailers buying inventory through a digital third party may seem like the Wild West, industry members tout the benefits of embracing technology disruptors and incorporating them into their business models.

FAIRE PLAYS FAIR For retailers, especially those in

rural or remote areas out of reach for rep groups, sourcing via offline channels can be time-consuming and costly. Sourcing inventory online can help save costs and give retailers access to a broader range of unique products from global brands. Faire even uses machine-learning algorithms that help recommend which products will sell well in stores based on users’ previous purchases, search history, and sell-through data.

For brands, bringing their wholesale business online through a platform like Faire allows them to get discovered by retailers, many of whom they would never have access to otherwise. It also allows them to grow their businesses while mitigating risk, as Faire guarantees payments on every order and manages collections from retailers. They also benefit from access to platform data on important metrics like best sellers. Faire’s biannual virtual trade show, Faire Market, offers retailers and brand owners who could not otherwise afford to travel, an opportunity to attend.

Faire attempts to create a level

Faire is an online platform that connects retailers with more than 100,000 brands. | Source: Faire

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playing field based on brand reputation through strong review history and quality of transactions to prevent larger brands from hindering the discovery of smaller brands with heavy SEO spend and marketing. Doing so allows smaller brands to stand out for their outstanding customer service and offerings. In addition, when brands reach milestones like high retailer ratings and prompt order fulfillment, they can qualify for a Top Shop badge, which signals to retailers that they are a toprated, reliable, and trusted brand. It also enhances their visibility in search results and category pages.

THE VALUE OF REP GROUPS While manufacturers on Faire can block regions where they already have rep groups, it may seem that rep groups have to prove their value to retailers again.

According to Liesl Ludwig, CEO of Anne McGilvray & Co., it’s important to consider the blend of traditional business values with modern entrepreneurial spirit.

“Rep groups bridge the gap between brands and retailers by providing a personalized touch that can’t be replicated by digital platforms,” she says. “The personal

touch can manifest in various forms, such as the ability to provide samples and immersive showrooms, allowing retailers to fully experience a product before committing to it. This tactile element is often lost in digital transactions.”

“Rep groups bridge the gap between brands and retailers by providing a personalized touch that can’t be replicated by digital platforms.”

- Liesl Ludwig, CEO, Anne McGilvray & Co.

In an age where transactions and interactions are becoming more automated and less personal, Anne McGilvray & Co.’s approach offers a competitive edge by cultivating strong, lasting relationships based on trust and personal engagement.

Ludwig’s perspective blends respect

for the legacy along with a vision for the future. “I believe it is not just about adapting to digital transformation but enhancing it with the human element that rep groups embody.”

In Ludwig’s experience, platforms like Faire are helpful for new entrants in the retail sector, offering visibility and accessibility they might not otherwise have and potentially increasing their market share in the initial stages of business development. Faire serves as a springboard for retailers looking to identify their genre and narrative within the retail world.

However, once a retailer has established their brand story and understands their customer base, the role of a sales rep becomes crucial.

“Reps have the local knowledge and connections that can deepen a retailer’s engagement with their community. They can curate a selection of toys that resonate with local trends, events, and cultural preferences, which a platform like Faire, with its broader approach, might not be able to do as effectively,” she says. “The coexistence of both digital platforms and traditional reps provides a strategy for success in the toy space. Digital platforms

With showrooms and samples, reps offer a more personal touch. | Source: Anne McGilvray & Co.

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Toysmith utilizes a hybrid approach to reach retailers. The company’s Epic Dinos (pictured) are featured on Faire. | Source: Toysmith

offer breadth, while reps offer depth.”

Toysmith, a toy and gift manufacturer and distributor for more than 40 years, has seen success with more than 14,000 retailers through Faire since joining three years ago. The company deploys a hybrid approach to reach retailers through multiple channels: a combination of reps, its field team, and Faire. This model ensures customers’ wants and needs are being met exactly when, where, and how they prefer.

“It’s a matter of asking a customer how they want to be touched and ensuring that they have a mechanism to be touched that way,” says Max Wunderle, Chief Commercial Officer, Toysmith. “Our use of Faire and in-person service provides an opportunity for customers to be serviced on their terms. Whether via an automated avenue like Faire or our own B2B portal, Toysmith is committed to being as accessible and user-friendly as possible.

We augment that access with in-person service for those customers looking for a more personal, intimate relationship.”

MAINTAINING A BALANCE Richard “The Toy Man” Derr, Owner of Learning Express Toys in Lake Zurich, Illinois, has been using Faire since 2021.

The retailer also purchases from several other platforms including reps, Amazon, manufacturer portals, trade shows, and rep portals, citing Faire as a great way to discover and search for new and trending products and categories. With 60-day interest-free terms, free returns on opening orders, and other perks, retailers can offer families relevant products and keep up with social media trends, essentially testing the waters in a low-risk way.

On the other hand, Derr has worked with reps for 28 years — since the store’s opening — and recognizes the extra effort they make to help curate the selection and protect the area from saturation. “In our industry, just as we — the indie retailer — promote hands-on, demos, and touch and feel to our customers, so too do the really good reps with sampling, stopping by to show us new items, and hosting events,” he says. “The reps who add value by listening to what a retailer values the most and then delivering that value are frankly ‘invaluable.’ I have one rep I’ve known for all my 28 years!”

With a younger generation of retailers entering the toy industry, there’s likely to be a fresh perspective that combines innovative digital strategies with authentic,

personal experiences.

“As a second-generation sales agency, we embrace the synergy between rep agencies and digital platforms,” Ludwig says. “This combination is the future of retail — blending the efficiency and reach of digital with the nuanced, personalized service that reps provide. We see these tools not as competitors, but as complementary forces. Rep agencies can bring the warmth of human relationships and an understanding of local markets, while digital platforms can offer vast selection and convenience. Together, they enable us to deliver exceptional value to retailers and brands.”  Nadia is the Senior Editor at Adventure Media & Events where she writes for The Toy Book, The Toy Insider, and The Pop Insider. She loves to be outside with her chickens and is always ready for a game of giant Jenga.

In her free time you can find her curled up with a Sandra Brown mystery novel or obsessing over The New York Times Spelling Bee, although truthfully she would rather be at Hogwarts.

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ARTS, CRAFTS, & ACTIVITIES SCHYLLING

FAT BRAIN TOYS

Make-Your-Own Lava Lamp | Ages: 8+ MSRP: $19.99

Hey Clay Minions Ages: 3+ | MSRP: $21.95

Tweens can create their own lava lamps with this activity kit, which comes with different colors of lava, confetti sparkles, and more.

Kids can pick their favorite Minions — Bob & Tim, Kevin, Stuart, Dave & Fluffy, Otto, or an evil Minion — and then, grab the sculpting tools and follow along with the interactive 3D step-by-step instructions to masterfully mold it, one simple shape at a time.

MELISSA & DOUG Sticker Wow | Ages: 3+ | MSRP: $11.99 Each kit features a 24-page booklet with counting, matching, and search-and-find activities. The included sticker stampers are preloaded with 300 easily removable stickers that kids can stick wherever they want.

RAINBOW LOOM Rainbow Loom Care Bears Collection Ages: 7+ | MSRP: $4.99-14.99 Kids can create designs featuring their favorite Care Bears characters on their favorite Rainbow Loom products. Care bears Beadmoji, Cute-tique, and Loomies craft kits feature an exclusive easy-to-use Cheer Bear Happy Loom.

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ARTS, CRAFTS, & ACTIVITIES EDUCATIONAL INSIGHTS Tufting Craft Kit | Ages: 5+ MSRP: $14.99 | Available: Fall 2024 Kids can create nature-themed designs with this tufting kit that helps develop fine motor skills and creativity. The kit comes with a tufting tool, design cards, display stands, and six tufting fabric colors.

SUPER IMPULSE World’s Smallest You Create Ages: 6+ | MSRP: $5.99-7.99 | Available: Summer 2024 With this new line, kids can complete tiny versions of their favorite arts and crafts. The collection includes The World’s Smallest Artist Drawing Kit, The World’s Smallest Bead Kit, and The World’s Smallest Spin Art Kit.

BLUE MARBLE National Geographic Clay Dinosaur Modeling Kit Ages: 4+ | MSRP: $11.99 Kids can create their own clay dinosaurs with this kit. The set comes with five colors of air-dry clay (red, blue, purple, yellow, and green), five dino skeletons, 30 googly eyes, and a sculpting tool.

MAKE IT REAL 1) Snap N’ Glam Hair Styling Set Ages: 8+ | MSRP: $24.99 Kids can load the cartridge with clips to decorate their hair with beads. The set comes with 100 bead clips with butterfly, gem, and flower accents.

2) Shrink Magic Candy Shop Bracelet Kit Ages: 8+ | MSRP: $24.99

PETIT COLLAGE My Stationery Set: Festive Pals Ages: 6+ | MSRP: $18 Available: August 2024 Kids can write, doodle, and more using this stationery kit, which comes in a storage tin with a carrying handle. The kit includes animal-themed notecards, a journal, two sticker sheets, and four doubleended pencils.

Kids can design and shrink candy wrappers and add them to charm bracelets with this activity kit. The set makes 20 bracelets.

3) Snackers Bracelet Kit Vending Machine Ages: 8+ | MSRP: $14.99 This pretend vending machine is full of play snack bags. As kids dispense snack packs from the vending machine, they get supplies to make up to five snackthemed bracelets.

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BUILDING SETS FAT BRAIN TOYS Plip Kit | Ages: 5+ | MSRP: $34.95 Kids can create patterns, prisms, sculptures, and more with this creative building kit. This set features more than 45 flexible arches, sticks, and crosses that connect using ball-and-socket ends.

MAGNA-TILES MAGNA-TILES Dino World Ages: 3+ | MSRP $79.99 This 40-piece set features four oversized, fully magnetic dinosaurs: Pteranodon, T. rex, Stegosaurus, and Velociraptor. The set includes volcano-themed tiles to create a prehistoric environment, and everything is compatible with other MAGNA-TILES sets.

SMART TOYS & GAMES SmartMax: My First Explorers Ages: 18MOS+ | MSRP: $24.99 Kids can mix and match the chunky, magnetic, toddler-friendly pieces to create a rocket, a plane, and a car, or create new vehicles. This tactile set joins other SmartMax: My First offerings, including Pirates, Safari Animals, Wobbly Cars, and more.

THE LEGO GROUP LEGO Friends Adventure Camp Cozy Cabins Ages: 7+ | MSRP: $44.99 This set includes three mini-dolls, a fox, and lots of camping accessories. Kids can build the set, and then pretend to join Paisley, Zac, and Sky for a cozy camping trip complete with mountain bikes, sleeping bags, a fire pit, s’mores, and more.

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BUILDING SETS MUKIKIM

THE LEGO GROUP

Spaghetteez Twist-a-Saurus Rex Ages: 5+ | MSRP: $24.99

LEGO Ideas Dungeons & Dragons: Red Dragon’s Tale Set Ages: 18+ | MSRP: $359.99

Using flexible noodles, connectors, and accessories, kids can build a 3D dinosaur or anything else they can imagine. The 62-piece set challenges kids to bend the noodles any way they want, then click everything into place with the connector pieces.

This massive 3,745-piece set features a buildable tavern, a dungeon, and a tower, complete with a removable roof. It also has a posable Cinderhowl the Red Dragon figure that wraps around the tower, and comes with six LEGO minifigures and lots of monsters, including a beholder, an owlbear, and a displacer beast.

Created in collaboration with Wizards of the Coast, the building set includes a custom campaign written by the Dungeons & Dragons game team.

CREATEON Crayola Colors of Kindness and Crayola PIP Magnetic Tile Sets Ages: 3+ | MSRP: $29.99-49.99 These colorful 24- and 40-piece sets feature a variety of magnetic tiles that are easy for little hands to connect and build endless unique structures, patterns, and shapes. Colors include Life is Gouda, Seas the Day, Bluetiful, and more.

MATTEL MEGA Showcase Hot Wheels Audi 90 Quattro IMSA GTO | Ages: 18+ | MSRP: $89.99

CONNETIX

Kidults can build a 1:15-scale model of the Audi 90 Quattro IMSA GTO with this 973-piece kit. The model features a detailed interior and engine.

92-Piece Rainbow Ball Run Pack Ages: 3+ | MSRP: $99 This set includes everything kids need to create magnetic, multicolored ball runs, including squares, staircases, S-bend tubes, split tubes, rainbow-colored wooden balls, and more.

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BUILDING SETS THE LEGO GROUP LEGO Technic Porsche GT4 e-Performance Race Car Ages: 10+ | MSRP: $169.99 Kids and kidults can build a remote-control version of the Porsche GT4, which is the fastest car in the LEGO Technic CONTROL+ range. Steer the car in drive and reverse modes, and light up the route with the real-working front and rear lights. The doors also open to reveal the detailed interior.

THE LEGO GROUP

SQUAREGLES

LEGO DREAMZzz Izzie’s Dream Animals | Ages: 8+ | MSRP: $39.99 Available: August 2024

Oggsmore Keep: A Castle Saga Ages: 3+ | MSRP: $59.99

Based on the series LEGO DREAMZzz, this set lets kids build up the beast realm with Izzie and help her retrieve a memory stolen by evil doppelganger Dizzy on the Never Witch’s raven. Kids will discover a magical egg toy and help Izzie transform it into a fantasy animal to chase down the raven and build a red panda, a bird, and a sea turtle along the way.

The Oggs’ story continues with this castle set, which includes two characters with accessories, battlements, a drawbridge, a spiral staircase, and additional fantasy-inspired accessories. It also comes with a comic book that tells the story of how the Oggs discovered the mysterious castle.

GOLIATH Jelly Blox Creative Kit Ages: 2+ | MSRP: $19.99 This patent-pending building system for toddlers and preschoolers supports key developmental milestones through tactile, sensory play.

Kids can stack, build, stretch, squeeze, squish, and twist the 11 squishy, soft blocks.

PLAYPER The Curious Kingdom: Castle Playset | Ages: 3+ | MSRP: $34.99 Kids can build a multi-level castle with this playset, made from a premium-quality sustainable material called PlayperBoard that is durable and spill-resistant. The seven colorful characters help kids combine hands-on building skills with imaginative, story-based play.

The optional, free app adds digital surprises through kid-friendly augmented reality.

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STEM 1

2

BEAUTIFUL CURLY ME Binta 14-Inch Fashion Plush STEM Doll Ages: 3+ | $24.99 | Available: July 2024 The 14-inch doll Binta sports natural curly black hair, a science-themed T-shirt, and a removable lab coat and goggles. The character loves experiments and aims to teach kids to follow their curiosity.

THAMES & KOSMOS EDC PUBLISHING

1) Wow in the World: Light-Up Terrarium Ages: 6+ | MSRP: $29.95 Available: August 2024

SmartLab Tiny Baking AGES: 8+ | MSRP: $21.99

The set includes cress seeds, growing containers, glow-in-the-dark stars, glowing plastic pebbles, UV LED string lights, and faux plants. Young botanists can follow the experiment manual to build the terrarium and learn about plants.

2) Mega Cyborg Hydro Blaster Ages: 8+ | MSRP: $44.95 Kids will learn about gears, levers, and linkages while building a hydraulicspowered wearable water blaster from 180 plastic pieces. The cyborg blaster utilizes a hydraulic piston to shoot streams of water, and kids can blast water while using the claw mechanism to pick up objects.

Aspiring food scientists can use miniature kitchen tools like a roller, measuring spoons, a mixing bowl, and more to create delicious goods. The 17-piece kit also includes 20 recipes.

ELENCO Snap Circuits Nite Lite | Ages: 5+ MSRP: $22.99 | Available: July 2024 Kids can learn about circuits while building a night light, then choose from five light projections: fish school, under the sea, dinosaur land, moon and stars, and spaceship.

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STEM EDUCATIONAL INSIGHTS

ABACUS BRANDS

Geosafari Jr. Talking Dinosaur Ages: 4+ | MSRP: $49.99

Professor Maxwell’s VR Atlas | Ages: 8+ MSRP: $69.99

The dinosaur-themed tabletop viewer includes more than 60 dinosaur images and more than 100 audio facts and quiz questions. Kids can refine observation, memorization, and visual and auditory comprehension skills as they look at and listen to included resources.

The updated activity set features more than 200 virtual reality experiences, nine new countries, and more than 15 projects and activities. Virtual explorers can discover landmarks, cultures, languages, food, and more with the 144-page book and a smartphone.

THIN AIR BRANDS Nature Bound Bug Vacuum Ages: 3+ | MSRP: $24.99 Without touching any insects, kids can collect and study bugs with the 1600 RPM motor vacuum and magnifying trap door. With four LED lights, nighttime bug hunting and investigation are possible.

BLUE MARBLE

OOLY

National Geographic Marble Run – 50 Piece Ages: 8+ | MSRP: $24.99 Kids can design and build different marble runs with this 50-piece set. The glow-in-thedark glass marbles resemble small galaxies as they roll through the structure. UV light keychain and National Geographic-themed storage bag also included.

D.I.Y. Paper Airplanes – 24 Designs, 2 Sticker Sheets | Ages: 6+ MSRP: $9.95 | Available: Fall 2024 The D.I.Y. paper airplane kit includes 12 colorful, completed designs for kids to fold and fly, plus six designs for kids to color in, two sticker sheets, and six additional sheets without printed designs for full creative control.

ROYLCO Geo Creatures | Ages: 6+ MSRP: $24.99 Kids simply use problem-solving skills and various colorful geometric cardstock shapes to match the angles of animals featured on 16 double-sided habitat cards.

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Space Toys Are Back in a B ig Way as Kids Dre am of Adventures in the Star s curated by JAMES ZAHN, Captain of The Starship Toy Book

S

pace toys have been a fixture of toy boxes for nearly a century. While mainstream science fiction can power new developments tied to popular franchises, it’s the products rooted in realty that remain evergreen for retailers as new generations of kids imagine fantastic missions and untold possibilities beyond Earth’s atmosphere. With that in mind, here are some new offerings that retailers should have on their radar to rocket-power learning through imaginative play. 

MAGNA-TILES

MAGNA-TILES Space 32-Piece Set Ages: 3+ | MSRP $49.99 | Available: August 2024 Kids can enjoy the thrills of learning through play at light speed with this STEAM-centric space adventure. The first-of-its-kind Space Shuttle conveniently stores all the pieces after play and the set includes a unique astronaut figure and new microMAGS pieces for an enhanced, imaginative play experience. All pieces are compatible with and complementary to all other MAGNA-TILES sets for endless builds.

D&L CO. Stomp Rocket NASA Collection | Ages: 5+ | MSRP: $24.99 3…2…1… LIFTOFF! Kids can run, jump, stomp, and blast off into space for hours of active play. This set includes three NASA spacecraft, including the SLS Rocket, Space Shuttle Atlantis, and Saturn V Rocket alongside an adjustable launch stand.

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MUKIKIM NASA Future Explorer Mars Rover Ages: 8+ | MSRP: $39.99 Kids can build and learn with this STEM-authenticated Mars Rover. A powerful motor and large rugged tires are designed for performance. It comes with a 60-page educational booklet.

UNIVERSITY GAMES

LEARNING RESOURCES

Learning Journey Techno Trax Galactic Adventure Construction Set | Ages: 8+ | MSRP: $69.99

Skill Builders! Outdoor Space Activity Set Ages: 4+ | MSRP: $21.99

Kids can build a Space Shuttle coaster using more than 300 pieces to create drops, twists, and turns. The set features a motorized chain that makes sound effects and comes with a colorful instruction manual.

Kids learn the order of the planets, build a 3-D rocket, and more with these hands-on preschool science activities. With the included 24-page write-and-wipe preschool activity book, kids learn school-ready skills with the help of puzzling mazes, writing and sequence exercises, and all kinds of space facts.

ESTES Space Shuttle Model Rocket Ages: 10+ | MSRP: $79.99 This 1:200-scale model streaks skyward powered by Estes solid rocket motors (sold separately), then the boosters and external tank recover under parachute, while the Orbiter glides back. Like the real thing, the Estes model can be flown again and again.

NSI INTERNATIONAL THE LEGO GROUP LEGO ICONS Artemis One Rocket & Launchpad Ages: 18+ | MSRP: $259.99 Count down to a mindful building project with this 3,601-piece building set for adults. This NASA-inspired LEGO interpretation of the Artemis Space Launch System features a multistage rocket with two solid-fuel boosters, an Orion capsule, and a detailed mobile launch tower.

Smithsonian Rocket Science Ages: 8+ | MSRP: $14.99 With this set, kids can build and launch a model rocket, powered by baking soda and vinegar, then launch it again and again.

It also comes with a poster that introduces kids to rocket history.

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BRANDED CONTENT

Toronto-based Spin Master was founded in 1994 with a single product, Earth Buddy, and a $10,000 investment. Detroit-based Kmart believed in the product and placed a $2 million order, providing the confidence — and capital — for co-founders Ronnen Harary, Anton Rabie, and Ben Varadi to aim bigger.

Over the past 30 years, Spin Master has grown into an international play and entertainment force boasting 29 offices spanning nearly 20 countries; products sold in over 100 countries; more than 124 Toy of the Year (TOTY) nominations; a workforce Semi-Charmed Life of nearly 3,000 team members; and a portfolio Spin Master faces its first of brands including failure after placing Key Charm PAW Patrol, Hatchimals, Cuties against Mattel’s Polly Pocket. The founders declare Bakugan, Air Hogs, Kinetic it a learning experience, Sand, Melissa & Doug, noting that you can’t compete and more. Additionally, the against the major toymakers company has always been without being different. committed to playing it forward and through The Toy Movement it delivers inspiration, imagination, and joy to children around the world. To celebrate three decades of fun, here’s a look at some major milestones in Spin Master’s history:

2001

1994 Seiger Marketing Launches Earth Buddies A line of tiny character heads with grass for hair becomes a novelty hit.

1995 Running with the Devil (Sticks) The founders hit the road in a minivan to market Devil Sticks — trick batons — to college kids across North America.

Borrowing from a graphic on the van, Seiger Marketing is renamed Spin Master.

2000 Spin Master Garners Two Nominations at the Inaugural TOTY Awards

1997-1998 Air Hogs Takes Off; Spin Goes Global Following an obsessive dive into R&D, Spin Master launches the Air Hogs brand with the Sky Shark.

Meanwhile, the company opens its first International office in Hong Kong.

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BRANDED CONTENT

2007

Spin Master Acquires Tech Deck

The collectible skateboard brand joins the portfolio and expands through collaborations with the sport’s biggest stars.

2012

Spin Master Establishes Digital Games Creative Centre

2018

Spin Master Acquires GUND

2019

Spin Master Revs Up with Monster Jam License

2021

PAW Patrol: The Movie Released

The Importance of Partnerships “When I look back at the last 30 years, the real game changer for us and so many of our transformational moments like Bakugan, Hatchimals, and PAW Patrol, is that they’ve been based on partnerships. We look for partners with competencies that we don’t have and when we pick a partner we ensure they are the best in the world at what they do.”

— Anton Rabie, Co-founder, Spin Master

2023 PAW Patrol Celebrates 10 Years The company’s signature brand celebrates a decade of success with new products, a spin-off, and a second feature film. Meanwhile, the founders are inducted into The Toy Association Hall of Fame at the TOTY Awards.

2023 Spin Master Acquires Melissa & Doug

GROWTH VIA ACQUISITION The following companies have become part of the Spin Master flywheel, accelerating growth and sparking innovation.

• Tech Deck • Meccano • Cardinal • Etch A Sketch • Toca Boca and Sago Mini • SwimWays • Marbles • Aerobie • Perplexus • GUND • Hedbanz • Rubik’s Brand • Originator • Nørdlight • Solid Roots • HEXBUG • 4D Brands International • Melissa & Doug Scan the code below to explore a full visual history of Spin Master!

2024 30 Years of Spin Master After three decades, Spin Master just keeps getting bigger and better. In May, the founders were inducted into Canada’s Marketing Hall of Legends. Meanwhile, its new IP, Unicorn Academy is a Netflix hit with a full range of toys on the way.

The award-winning Toca Boca digital game is entering the multiplayer universe with the launch of Toca Boca Days and the iconic Rubik’s Cube will be reimagined as a digital game with Rubik’s Match, a fresh 3D take on the “match 3” genre. Not to mention a line of products created in collaboration with YouTube Sensation Ms. Rachel is on the horizon.

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Source: Educational Insights

GAMES & PUZZLES RELATABLE Tower Stack Ages: 8+ | MSRP: $14.99 Available: August 2024 Players will go head-tohead in a battle to balance as many blocks on the base without tipping it over. On their turn, each player must draw a card to find out which type of block they’ll have to place to add to the stack.

EDUCATIONAL INSIGHTS Ultimate Kanoodle Champion Ages: 7+ | MSRP: $24.99 Become the ultimate Kanoodle champion! This new addition to the viral line of brain teaser games has 500 challenges (in 2D and 3D mode) and a built-in, battery-powered timer to race against yourself or other opponents. The game also features 12 metallic-finish Kanoodle pieces.

ALLPLAY River Valley Glassworks Ages: 7+ | MSRP: $40 Available: Summer 2024 Players inhabit the role of a woodland creature pioneer as they take glass from the market of river tiles and strategically place it on their player board to score the most points and win.

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THE OP | USAOPOLY

WINNING MOVES USA

1) Monopoly: Family Guy Edition Ages: 14+ | MSRP: $44.99

Yahtzee Words Ages: 8+ | MSRP: $15.70

Seize the opportunity to amass a fortune in Quahog! In Monopoly: Family Guy Edition, players engage in high-stakes transactions as they buy, sell, and trade Quahog’s prime real estate.

Fans of the show will love seeing all of the iconic locations, from McBurgertown to Wild West Ranch.

1

2) Monopoly: One Piece Ages: 8+ | MSRP: $44.99 Fans can join the Straw Hat Crew on their adventure, 2 dividing into three dynamic teams: the Factory Destruction & Samurai Rescue Team, Caesar Delivery Team, and Thousand Sunny Guard Team.

It’s traditional Yahtzee gameplay with a delightful difference.

Players roll seven dice and spell words with the letters that they roll, as opposed to making number combinations. Just like regular Yahtzee, players follow the score sheet and fill in the scoring blocks, but in this game, they are prompted to create words of different lengths, multiple words, roll “All Vowels,” and more. Score a Yahtzee by using all of the dice to spell a seven-letter word!

ELENCO Snap 2 It Ages: 7+ | MSRP: $49.99 Light up game night with this STEM board game from Snap Circuits. One to four players compete to be the first to snap a path between their light and the communal battery. Kids will have fun while they learn about circuitry.

MUKIKIM Table Top Pinball | Ages: 5+ | MSRP: $22.99 This game features all of the fast-paced action of pinball in a tabletop form. The game requires no batteries and comes with five balls, a scoreboard, and bumpers for two-player gameplay.

TOMY GAMES Pop Up Bluey Ages: 4+ | MSRP: $17.99

PI KIDS DreamWorks Gabby’s Dollhouse: First Look and Find Book & Giant Puzzle Ages: 18MOS+ | MSRP: $24.99 Kids can go on cat-tastic adventures with Gabby Girl and Pandy Paws with this book and puzzle set. They can build the 40-piece puzzle into an extra Look and Find scene with more “find ‘ems” to spot.

Join everyone’s favorite heeler pup in this new version of TOMY’s classic Pop Up Pirate game: Pop Up Bluey. Each player takes turns sliding their crocodile sticks into the barrel. If nothing happens, they’re safe, but choose the wrong slot and — POP! Bluey bounces out of her barrel and that player is out.

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GAMES & PUZZLES UNIVERSITY GAMES Give ‘em the Finger Ages: 8+ | MSRP: $20 ​​ this action trivia game for In families, one player reads the question, and then all players use their Finger Pointers to try to find the answer on the boards in front of them. The first person to point to the answer wins the round.

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LUKI LAB 1) Go Go Ghost | Ages: 6+ | MSRP: $29.99 This family-friendly game challenges players to enter the manor and become ghost hunters. They will compete to be the first to take a photo of the ghost and escape the manor before the light-up, motorized ghost finds them.

2) Run Beaver Run | Ages: 6+ | MSRP: $19.99

RIDLEY’S GAMES It Flies, It Spies Ages: 8+ | MSRP: $22 | Available: August 2024 In this game, the pigeons compete to break the next big story. The players’ mission is to steer their savvy Spy Pigeon past the watchful drones and be the first to shout their headline from the rooftop of News Coop.

Players race to be the first beaver to dodge the rolling log and reach the dam first. On each turn, players will roll the die to determine how many spaces they’ll move their beaver. If the die lands on a dark wood side, they must turn the lever to release the log; if it lands on the light wood side, everyone is safe and the next player can go.

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THAMES & KOSMOS

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1) Dodo | Ages: 6+ | MSRP: $39.95 Available: Summer 2024

SMART TOYS AND GAMES Smart Dog Ages: 7+ | MSRP: $16.99 Teach your dog some new tricks! Kids can create an obstacle path for their fluffy friend to trot around. The game comes with 60 challenges for kids to set up, then they try to solve their puzzle to figure out how to send their dog figure through all of the obstacles.

In this game, the Dodo has laid an egg, but she accidentally pushed it out of her nest and it is tumbling toward the edge of the cliff. Players will work together to roll the die, collect materials, and build new bridges to help guide the Dodo’s wibbly-wobbly egg safely into the boat at the foot of the mountain.

2) Pinball Machine Maker: Gumball Rally Ages: 6+ | MSRP: $39.95 Kids can build a customizable pinball machine that uses edible gumballs as the pinballs. They will learn about force, motion, collisions, gravity, simple machines, and more as the gumballs bounce off bumpers, slingshot around spinners, ring bells, slide down tracks, and whiz around the obstacle course.

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GAMES & PUZZLES 1

FOXMIND GAMES SUPER IMPULSE World’s Smallest Games Ages: 8+ | MSRP: $5.99-7.99 These classic games have been remade to fit in the palm of your hand! Each game plays just like the original, full-size version, but is designed with portability in mind.

New this year, World’s Smallest Trivial Pursuit, Bananagrams, Simon, Tetris Board Game, Spot It, and Taboo join the line.

1) Blast Track Ages: 7+ | MSRP: $24.95 Available: August 2024 Experience the thrills and chills of amusement parks in 2 Blast Track. Players create a roller coaster with gravity-defying loops, steep slopes, and dark tunnels that will have the fair’s visitors wanting more than one ride.

2) Lucky Jack | Ages: 8+ MSRP: $11.99 In this game of suspense, change, and risk-taking, players will use strategy to attempt to guess the other players’ intentions. They must try to collect a jackpot of three or four cards with the same symbol in their hand, while keeping track of what the other players are collecting in their own.

BANANAGRAMS Bananagrams Halloween Party Ages: 10+ | MSRP: $16.99 | Available: Fall 2024 This wicked-fun word game features mayhem-inducing Trick-or-Treat action tiles that add a spooky and energetic twist to this party edition of the classic game. Racing to complete their word grids, players will face tricky challenges and sweet treats — from flapping around the table like a bat to stealing tiles and swapping places.

FAT BRAIN TOYS Battle Box Ages: 8+ | MSRP: $44.95 | Available: Summer 2024 Players start this game by placing blockers on their side of the arena. Then, players take turns launching a marble to try and knock down one of their opponent’s targets. Players must plan their attack and aim carefully. The first one to knock down all of their opponent’s targets wins the game.

THIN AIR BRANDS Anywhere Sports Youth Pickleball Set Ages: 5+ | MSRP: $79.99 Introduce kids to pickleball with this complete set, featuring an 8-inch half-court net, four wooden pickleball paddles, two pickleballs, and a storage bag. Each colorful paddle features a padded handle for easy grip. The included pickleballs are suitable for indoor and outdoor play.

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GAMES & PUZZLES HOOTENANNY GAMES SIXEM Sour Patch Kids Ages: 13+ | MSRP: $21.99 In this fast-paced dice game, players pick a Sour Patch Kids board and a token at random to name the pattern, then they race to complete it. Players can play sour to erase Xs from their opponents or play sweet to give Xs to others. The first player to match the pattern with six Xs in a row wins the game.

ABETTER DESIGN CO. Cornhole Shootout | Ages: 6+ | MSRP: $99.99 Cornhole Shootout, a fusion of basketball and cornhole, is an indoor-outdoor game that is like traditional cornhole, however, this time, players can choose to shoot into elevated hoops, strategically placed on the cornhole-style board. If they shoot successfully, a bank-shot or swish will likely fall straight through the hole on the cornhole board, too. Teams score points by sinking shots while outmaneuvering opponents.

PLUS-PLUS USA Puzzle by Number — 500-piece Puppy Ages: 5+ | MSRP: $24.99 Each piece in this set is the same shape, allowing young builders to unlock endless creativity.

Using the enclosed pattern, kids can fill in the design by matching each number with the corresponding color to complete the puppy puzzle. Or, they can use the pieces to create their own flat mosaics and 3D builds. Once it’s built, they can display it without having to iron or glue it together.

PICKLE EVERYTHING GAMES Pickle Everything Ages: 10+ | MSRP: $9.99 In this fast-paced word game, each card presents a clue, and players’ answers must start with the letter “P.” The first player to shout out the right answer, followed by the word “pickle,” wins. Its travel-friendly size makes it easy to take on the go.

BLUE MARBLE National Geographic Volcano Bean Bag Toss Ages: 3+ | MSRP: $39.99 In this bean bag toss game designed for indoor play, kids can play five different modes with 360degree gameplay.

FORMAT GAMES 13 Beavers Ages: 7+ | MSRP: $19.99 Legend has it that only 13 beavers have ever made the perilous journey to paradise and survived, but now it’s players’ turn to try.

To move their beaver along the river, players must guess if the next card will be higher or lower, but a wrong prediction will sweep them back to their dam. Fishing, rapids, lava, wolves, and more add to the perilous gameplay.

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NEW IN TOWN

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hen a consumer is in the market for a game that will help their little one with reading, they’ll find many products — some fun and some quite dull — in the toy department. What they may not find, however, is a game that will teach their child how to read.

Enter Jacquelyn Davis, a Washington D.C.-based alumna of Georgetown Law. A former high school teacher, Davis is heavily invested in literacy education, having subsequently co-founded both a charter school and a national training organization for principals. But Davis was dealt a hand of irony: Her own son was years behind in reading. Davis scoured game aisles and e-commerce sites for anything that would make learning to read painless for her son, who has dyslexia, yet game after game failed to yield results.

So Davis procured every book she could find on effective literacy teaching methods, grabbed some art supplies, and got to work.

This DIY journey was the genesis of Davis’ startup company

Clever Noodle. The company’s introductory title, Kangaroo Cravings, is an evolution of the prototype games she made for her son with some cardboard and a dream.

Though the warring theories on the best way to make kids literate have complexities, a largely discredited mode of teaching, called Balanced Literacy, still dominates classrooms

and game aisles, while the multi-sensory mastery of high-frequency sight words, the concept Davis has utilized in gameplay, is becoming the standard across the country.

Through testing with more than 100 children in 44 classrooms, and by consulting literacy experts in the process, Davis made learning the building blocks of literacy fun and effective.

The board game Kangaroo Cravings is Clever Noodle’s introductory title. | Source: Clever Noodle

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“I’m so excited to step into that need, to that vacuum in the market because we need products, games, toys that make it extremely fun to learn to read and to — most importantly — practice your reading,” she says.

One expert Davis consulted is Laurie Moloney, a certified academic language therapist with an impressive linguistic resume.

Moloney guided Clever Noodle’s choice of phonetically irregular words, physical actions, and other pivotal components for Kangaroo Cravings’ gameplay. “Kangaroo Cravings is different from other reading games in that it is competitively played, requires the physical engagement of the players, and teaches important concepts involving letter patterns and common word pronunciations,” she explains.

Moloney’s motivation, which goes beyond her frustration at the way reading is typically taught in the U.S., stems from empowering kids, especially kids of color and kids from low-income families, to discover the joy and power of reading. “Society often ascribes low levels of literacy to low socioeconomic status and treats the phenomenon like death and taxes: inescapable,” Jeff Koons | Source: Clever Noodle

The reading game Popped! is a collaboration with world-famous artist Jeff Koons. | Source: Clever Noodle

she says. Wielding the power of games is one way to combat this fallacy.

With this mindset, and experts in tow, Davis has also ensured the packaging for Kangaroo Cravings and its noun-focused expansion pack is beautiful and plastic-free. And, with her pint-sized team and an unlikely mentorship from Jason Schneider at Gamewright, Davis has set upon the path of changing the educational gaming industry.

Clever Noodle’s next move? Expanding its

roster of games by collaborating with big names in the art world.

One such new game, Popped!, debuted in April. A second learn-to-read game, Popped! is a collaboration with legendary artist Jeff Koons. “Reading opens the door to the world. I’m excited to connect my art with proven reading science,” Koons is quoted on the Popped! info page. There are also plans for a graffiti-themed game aimed at older kids in collaboration with artists like Lady Pink.

This expansion, rather than detracting from the heart of the company, reiterates it. “I saw [my son’s] life change from a non-reader to a reader.

And so I’m a mom on a mission not just for my child, but for every child,” Davis says. “If I can be part of that national effort, and then eventually global, it’s from a place of passion and mission.” Madison Patterson is an assistant editor at The Toy Book, The Toy Insider, and The Pop Insider.

When she isn’t writing, the Seattle native can be found reading the classics, watching football, and scouring the city for New York’s best vintage.

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Source: Good Soul Brands

MESH: MENTAL, EMOTIONAL, SOCIAL HEALTH FAT BRAIN TOYS

GOOD SOUL BRANDS

Pretendables Milk & Cookies Ages: 3+ | MSRP: $24.95

Bumpas | Ages: 3+ | MSRP: $45.99

This roleplay set includes various toy cookies, a clear cookie jar, blue plates and cups, a cloth napkin, and a clear bottle with disappearing milk.

Other Pretendables sets are also available.

This weighted plush collection is designed to provide comfort and hugs that feel real. Four plush friends are available: Shin Shin, Zeek, Oz, and Lucky.

SMART TOYS AND GAMES IQ Gears | Ages: 6+ | MSRP: $14.99 Once kids fit all the gears on the game board in the correct space, the pieces will connect and the wheels on the side of the gameboard will spin. There are 120 different challenges from levels easy to expert.

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SUNNY DAYS ENTERTAINMENT

THE LEGO GROUP LEGO DUPLO Buildable People with Big Emotions Ages: 3+ | MSRP: $49.99

Moodles 12-inch Doll Ages: 2+ | MSRP: $19.97

The 71-piece set includes colorful bricks and 10 expressive faces so kids can build and re-build the five characters to reflect the people in the world around them.

The Zoey and Aria dolls feature six different faces and emotions for kids to showcase by twisting the bow or flipping the face.

BENE BUDDIES Haylo the Horse Ages: 3+ | MSRP: $39.99 When kids handle happiness, sadness, anxiety, and anger in a positive manner, they put a token into the slot on the plush horse’s back. The tokens are collected in Haylo’s pouch and can be traded for a reward. The kit features Haylo, the book Haylo Lends a Helping Hoof, and 15 reward tokens, including the golden token.

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MESH: MENTAL, EMOTIONAL, SOCIAL HEALTH PETIT COLLAGE

TOP SECRET TOYS

Make Funny Faces – A Silly Matching Game Ages: 4+ | MSRP: $18

GigaPets Bit Bunnies Ages: 5+ | MSRP: $19.99

After rolling the dice, families build funny animal faces while kids learn how to express emotions — the first player to complete three faces is the winner.

HAND2MIND

This virtual pet bunny will grow from a baby into an adult as kids provide love and attention.

The bunny can become a mother and birth two additional bunnies, so kids can care for three digital bunnies at once. Each bunny has a unique personality, animations, and minigames. Features 13 total minigames, bunny sounds, and locations to unlock.

Letter Tracing Sensory Pad | Ages: 3+ | MSRP: $19.99 The sensory pad is made of thick, moveable gel for kids to easily trace cards with lowercase and uppercase letters, practice letter formation, and refine fine motor skills. The cards have arrows for kids to follow while tracing.

EDUCATIONAL INSIGHTS Playfoam Shape & Learn Feelings Ages: 3+ | MSRP: $14.99 Kids can mold eight colors of Playfoam and follow 13 double-sided situation cards as they complete breathing exercises, emotion-matching activities, and more.

PLUS-PLUS USA Hexel | Ages: 3+ | MSRP: $12.99 Available in three colors — rainbow, bubblegum, and waterfall — this fidget toy is made from six Plus-Plus pieces that are connected by a flexible cord. It bends, twists, and connects.

SCHYLLING NeeDoh Dream Drop Ages: 3+ | MSRP: $4.99 Available: Summer 2024 This droplet-shaped sensory toy is filled with a dream sparkle gel filling for kids to squeeze and squish.

It includes a translucent splash display base.

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LEARNING RESOURCES

RELATABLE Emotional Support Hot Dogs Ages: 0+ | MSRP: $16.99 Available: July 2024

Cool Down Cubes Sensory Fidget Set | Ages: 4+ | MSRP: $12.99 These four calming sensory cubes have different fidget actions to help kids as they work through their emotions. Kids can squeeze the slowrise foam, spin the spinner, solve the maze, and sift the falling beads. The cubes store in the tray when playtime is over.

This set includes five plush emotional support hot dogs with different condiments and facial expressions, plus soft checkered napkins peeking out of the fuzzy plush container.

GOLIATH Fidget Blox (Touch, Sound, Vision) Ages: 3+ | MSRP: $3.99 Available: Fall 2024 Fidget Blox are squishy, sensory, and satisfyingly fidgety. The Blox come in three sensory styles, each with a unique focus on fidget play: touch (squish and squeeze), sound (popping water beads), and vision (lava effect).

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Source: The Noble Collection

PLUSH THE NOBLE COLLECTION Jurassic Park Collector Plush Dinosaurs Ages: 0+ | MSRP: $29.99 Life finds a way! Jurassic Park fans of all ages can collect all three plush in this collection. The 10-inch-tall dinosaur plush feature embroidered details to capture the majesty of these giants that used to rule the earth.

LITTLE MEDICAL SCHOOL Vetopia | Ages: 4+ | MSRP: $24.99 Vetopia animal sets come with veterinarian accessories that kids can use to treat and examine animals including reptiles, farm, marine, exotic, and more. Available in Mable the Dairy Cow (pictured) and Echo the Dolphin with more on the way.

YUME Among Us Shapeshifter Plush Ages: 7+ | MSRP: $11.99 Impostors and Crewmates can enjoy this 7-inch plush inspired

by InnerSloth’s Among Us. These colorful, bean-shaped plushies are adorned with their iconic visors and crafted with durable Velboa fabric.

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PLUSH

TOMY Club Mocchi- Mocchi- Teenage Mutant Ninja Turtles 40th Anniversary Michelangelo Mega Plush Ages: 3+ | MSRP: $39.99 | Available: October 2024 This limited-edition Michelangelo plush is inspired by the self-published comic launched by Kevin Eastman and Peter Laird’s Mirage Studios and pays tribute to the artists who created the turtle team in 1984.

SCENTCO Snuggle Bugs Ages: 3+ | MSRP: $11.99 Each Snuggle Bug comes with its own gourmet scent. Choose from Strawberry Scented Ladybug, Lemon Scented Bumble Bee, Green Apple Scented Caterpillar, and Cinnamon Roll Scented Snail.

ZURU Snackles Series 2 14-Inch Snackle Ages: 3+ | MSRP: $19.99 There are 11 new 14-inch plush to collect including the Hershey’s Shark, the Krispy Kreme Axolotl (pictured), and more. Each soft, squishy Snackles character comes paired with a fan-favorite mini snack brand along with a description of their personality.

JAKKS PACIFIC Bendy 9-Inch Plush Wave One | Ages: 14+ MSRP: $9.99 | Available: Spring 2024 These stylized plush are designed to match each toy’s in-game appearance from Bendy and the Dark Revival.

The assortment features Bendy, Boris, and Alice.

STEIFF Denny Dolphin | Ages: 2+ | MSRP: $39.95 Denny Dolphin features blue and white fabrics reminiscent of the ocean and surf. Kids can pretend to have a fun day at the beach with this snuggly, machine-washable plush.

BONKERS TOYS Lankybox Jumbo Plush Ages: 3+ | MSRP: $19.97 These jumbo 16-inch plush are inspired by the YouTube gaming channel LankyBox’s cast of animated characters including Boxy, Foxy (pictured), and Rocky.

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MARKETING MEMO

Looking Ahead to Holiday Media Coverage

Source: stock.adobe.com

What Toy and Game Brands of All Sizes Can Do Now to Lay a Solid Foundation for Fourth Quarter Editorial Opportunities

by KAYLIE EASTON, Vice President of Client Services at Litzky PR

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n an evolving media landscape with seemingly fewer earned editorial opportunities, now’s the time to finalize your strategy for securing holiday coverage. Product publicity topping your wish list? Taking a few simple steps this summer will set you up for success!

INTEGRATE AFFILIATE PR Affiliate PR is table stakes for securing coverage in national media.

Outlets rely on affiliate links as a revenue stream, allowing them to monetize content by earning a commission from the sales of featured products. Most outlets require affiliate links for editorial coverage; ‘best of’ listicles, gift guides, reviews, and product roundups in online publications are all driven by affiliate PR. The explosion of affiliate marketing has expanded coverage opportunities as several outlets have launched their own shopping sites in the past few years (see AP Buyline, USA Today’s Reviewed.com, Forbes Vetted, TIME Stamped, WSJ’s Buy Side, and plenty more).

Mass retailers typically have their own affiliate programs, so you may be all set if you have confirmed re-

A Schleich dragon figurine | Source: Litzky PR

tail distribution. However, if you’re a direct-to-consumer brand or seeking to drive traffic to your e-commerce platform, don’t anticipate editorial coverage without an affiliate program in place.

An added bonus? Your affiliate strategy will also help connect PR results to sales and provide a clear look at how editorial content drives consumer purchases.

TURN UP TRENDSPOTTING Take advantage of larger conversations within our industry and tap into pop culture trends that resonate with your brand to garner editorial interest this season. While ‘kidulting’ and ‘eldertainment’ continue to capture industry attention, they have also paved the way to a bigger conversation around inclusivity and intergenerational play that’s fun for all; a perfect fit for toys and games that can be enjoyed across ages.

Through a broader lens of pop culture, the Y2K revival across fashion, entertainment, TikTok, and more continues to drive trend stories; women’s sports deservingly dominate headlines; and prioritizing social and emotional well-being for all ages remains a pointed conversation. If these are areas your brand exemplifies or can add to the conversation, you should!

BOOST YOUR INFLUENCER OUTREACH Now is a great time to establish relationships with creators you want to cover your brand. Influencer outreach shouldn’t be transac-

tional and happen only when you want to see coverage; developing ongoing relationships will make the coverage more meaningful and authentic, and help turn influencers into brand advocates.

Emphasize not just what you’re offering, but why it’s a fit for their platform. Tailor pitches to match an influencer’s creative approach. For example, as a growing set of parenting influencers move away from ‘sharenting’ and choose to obscure their kids’ names and faces, any calls to action should provide content opportunities for the parent instead of focusing on their child.

When you start seeing social buzz, capitalize on the content! Like and share influencers’ posts, leverage the comments for social listening purposes, and join the conversation by interacting with their followers. If posts are performing well — receiving positive follower feedback and racking up video views – you might even pay creators an additional fee to boost their content and get more attention on your brand. Traditional media also keeps an eye on what’s trending on social – so the buzz could be a reason to re-engage your editorial contacts, too.  Kaylie Easton is Vice President of Client Services at Litzky PR. She has more than 15 years of experience serving brands across the toy and family entertainment industries spanning icons like Pokémon and Ringling, category leaders including Horizon Group USA and Schleich, and startups with standout stories like Ageless Innovation.

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Source: Mattel

DOLLS MATTEL Mini Barbieland | Ages: 6+ | MSRP: $2.99-27.99 Barbie is going mini with this collection of little articulated dolls. This collection combines surprise toys and dolls, with doll items revealed in lipstick tubes and vehicles and houses hidden in surprise boxes.

The collection includes inspiration from iconic Barbie designs.

ADORA PLAY Adora Rebel Girls Doll Leader Ages: 6+ | MSRP: $64.99 This 18-inch doll has dark brown skin and curly black hair in a bun and comes wearing a matching pink-and-yellow patterned set, a hairband, a tote bag, and pink sandals. The doll also includes a mini version of the book Good Night Stories for Rebel Girls.

MINILAND Baby Doll with Vitiligo Ages: 2+ | MSRP: $64.98 This 15-inch baby doll has vitiligo, a condition that causes skin to lose its pigment. The doll has rooted hair and comes in a blue knit romper.

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BEAUTIFUL CURLY ME Imara Ballerina 14-inch Fashion Plush Doll Ages: 3+ | MSRP: $24.99 Available: July 2024 Kids can dance and cuddle with this 14-inch plush doll with natural hair. The doll is dressed in a tutu, flesh-toned ballet shoes, and a braided bun.

COROLLE Bebe Calin Loving Teddy Bear Ages: 18MOS+ | MSRP: $45 Available: July 2024 Kids can snuggle up with this baby doll, which comes dressed in a fuzzy white bunting with teddy bear ears. This 12-inch baby doll features a vanilla-scented vinyl head and limbs.

GOLIATH Secret Findees Ages: 6+ | MSRP: $19.99 Available: Fall 2024 The Secret Findees are mystery dolls that kids reveal alongside other surprises by sending a letter to their magic mailbox. Each mailbox has more than 10 surprises to unlock.

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

SPIN MASTER

ZURU

Gabby’s Dollhouse Purrfect Party Bus Ages: 3+ | MSRP: $29.99

Babycorns Interactive Baby Dolls Series 1 Large Ages: 3+ | MSRP: $29.99 Available: August 2024

Kids can party with Gabby Girl and DJ Catnip with this party bus playset that features a front wall that opens up to reveal a dance floor and karaoke stage.

Kids can open magical cribs to reveal a Babycorn, which lights up and plays sounds when it is taken care of. The dolls come with more than 30 surprises, including a baby blanket, a pacifier, a storybook, and a plush Boo-Boocorn. There are four Babycorns to collect: Poppy, Bibbie, Bowie (pictured), and Nicci.

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RAISING THE BAR

ARE ALL OF YOUR LEGAL DUCKS IN A ROW? Key Things to Help You Stay Out of Legal Trouble and Grow Your Business

by STEPHANIE POTTICK, Esq., Pottick Law PC & Protect For Success

B

ig-, medium-, and, yes, even small-size companies need to pay attention to legal. While lawsuits are expensive and a nuisance for any business, for a smaller company, a lawsuit could be devastating.

Taking proactive measures upfront may seem expensive and unnecessary, especially when you consider the smaller quantities you’re probably producing as a manufacturer selling to the specialty retail market, but one lawsuit could end your entire business, and when you’re in the toy, game, juvenile, or gift industries, the stakes are high.

Here are some game-changing things to consider:

DO YOU HAVE PRODUCT LIABILITY INSURANCE — AND DO YOU EVEN NEED IT? Product liability insurance helps protect your business against claims that one of the products you sold or manufactured caused harm to a third party. Since you are responsible for any damages your products cause, having this type of insurance is a good idea, but it can be expensive in relation to the number of pieces you’re selling. Ultimately, it’s a business decision whether to invest in an insurance policy. Consider who the product is

targeted to, the likelihood of harm, or if you can afford the legal costs if someone decides to sue you.

ARE YOUR MANUFACTURING FACILITIES COMPLIANT WITH THE LATEST APPLICABLE RULES AND REGULATIONS? This is a big one: You must ensure you work with reputable factories that comply with applicable laws. You may also need to safety test your products. There is so much to get into here, so I recommend finding experienced professionals to help you figure out what you need to know about this topic.

HAVE YOU PROTECTED YOUR IP? Identifying and protecting your IP is one of the best ways to create a strong and enforceable brand, build recognition and goodwill in the marketplace, and add significant value to your company. Having unique and protected IPs can give you the competitive advantage to succeed, whether you’re selling to retailers or directly to consumers. You’re working hard to build it, so protect it!

HAVE YOU THOUGHT ABOUT EXPANDING YOUR BUSINESS THROUGH LICENSING?

Which do you think sells more: a Mickey Mouse shirt or a shirt with a generic, non-branded design on it? Of course, it’s Mickey! So, if you’re manufacturing a product, imagine how sales would increase if you “license in” a known brand. Think of all the different versions of Monopoly — Star Wars, Friends, Fortnite, Pokémon, and more. Licensing can help take your business to the next level!

These are just a few thoughts to get those creative “legal” juices flowing. Being in the toy and gift industry can be fun, but remember it’s still a business, and part of doing business is understanding potential legal issues and learning how to use the law to your advantage to help your company thrive. You can do it!  *Disclaimer: This article is for informational purposes only and not intended as legal advice.

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

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TOY ASSOCIATION UPDATE

THE RULES OF PACKAGING How The Toy Association Helps the Industry with Extended Producer Responsibility Compliance

by ERIN RADEN, Senior Director of State Government Affairs, The Toy Association

H

undreds of state bills and regulations have the potential to impact the toy industry each year — and that’s where The Toy Association’s Global Government and Regulatory Affairs team steps in to help.

From crafting legislative language and amendments and writing letters of opposition to building coalitions and engaging in grassroots outreach in priority states, our team works behind the scenes to monitor and influence key policies impacting toy companies across all 50 states.

One of The Toy Association’s current priorities is to influence and help members comply with Extended Producer Responsibility (EPR) laws for paper and packaging throughout the U.S. While EPR programs are not a new concept, the application of these laws has evolved. Historically, EPR programs applied to products like mattresses, batteries, and paint, but current efforts are concentrated on packaging. EPR mandates that companies (aka “producers”) take responsibility for funding and managing programs to ensure the collection and responsible recycling of the paper and packaging they supply to consumers. This shift from local governments and taxpayers to producers significantly changes how they approach waste management and environmental stewardship.

A unified national EPR program that improves recycling infrastructure with clear standards and criteria does not currently exist. Instead, the landscape of

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these programs in the U.S. is fragmented, with various states implementing their own initiatives.

When it comes to EPR legislation, uniform regulations provide clarity

Green Toys’ toy packaging is made from 100% recycled materials, and it is 100% recyclable, devoid of any glue, zip ties, staples, or plastic. | Source: Green Toys

and predictability, enabling our members to make informed decisions and allocate resources efficiently. The Toy Association’s work includes striving to reach a harmonized approach, that streamlines compliance efforts and ensures a level playing field for businesses without unnecessary administrative burdens.

State EPR Update Presently, four states — Maine, Oregon, Colorado, and California — have passed legislation to establish EPR programs for paper and packaging, each of which is in a different implementation stage.

While each state law is different, most will require registration with a producer responsibility organization (PRO) so that companies may continue to sell, offer for sale, import, or distribute covered materials in that state. PROs are responsible for helping states implement their EPR laws for paper and packaging, and helping producers meet their compliance obligations.

Circular Action Alliance (CAA) has been named the single PRO approved to implement California and Colorado laws and is expected to be the single PRO in Oregon. CAA has announced a July 1, 2024 registration deadline for producers that sell, import, or distribute products in California, Colorado, or Oregon. To comply with packaging EPR laws in these three states, all producers must register with CAA, unless the company qualifies for an exemption under one or more state

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laws or intends to submit an individual compliance plan.

The Toy Association is closely monitoring legislative activity in additional states such as Hawaii, Washington, and New York, all of which have been striving to pass EPR laws for several years. At the time of publication, Washington and Hawaii have not yet passed EPR legislation, but Hawaii is potentially moving forward with a study bill. Movement in New York seems unlikely this year. However, Maryland and Illinois passed study bills last year, initiating the process of implementing EPR programs in their respective states.

Toy Association Actions Where EPR proposals will impact toy manufacturers, our staff regularly steps in to stop or amend these bills to protect the industry from unnecessary and inconsistent regulations.

The Toy Association is actively participating in CAA’s Producer Workgroup to provide members with compliance resources and assist them with meeting registration deadlines. Most recently, the Association has joined Ameripen, an organization focusing on U.S. public policy for the packaging industry.

We also joined a coalition organized by the California Chamber of Commerce to provide the toy industry’s perspective throughout the rule-making process for California’s SB 54, the largest comprehensive packaging EPR program in the country. SB 54, aka the Plastic Pollution Prevention and Packaging Producer Responsibility Act, establishes new regulations for single-use packaging and plastic food service ware.

California’s bill will have a major impact on the toy industry, including restricting what types of packaging can be used in the state, how new packaging materials can be added as technology advances recyclability, requiring the industry to meet source reduction mandates, and imposing eco-modulated fees for different material types.

Ultimately, this bill could lead to bans on certain packaging materials, California-only packaging mandates, and the exclusion of advanced recycling technologies. By joining forces with stakeholders in this coalition group, The Toy Association is ensuring that the interests of the toy industry are effectively represented throughout the rulemaking process.

For more information on The Toy Association’s advocacy initiatives at the state level, visit www.toyassociation.org/ state. Individuals interested in getting involved with issues that impact their businesses and joining the Association’s State Government Affairs Committee can reach out to me directly at eraden@toyassociation.org. 

CIRCULAR ACTION ALLIANCE REGISTRATION Any company that expects to be considered a covered producer under California, Colorado, and/or Oregon’s paper and packaging EPR laws, and which is not otherwise exempt from registration under those laws, must complete the Covered Producer Registration form as the first step in the producer registration process with CAA

by July 1, 2024.

The Covered Producer Registration Form requires the following information: • Confirmation the company is an obligated producer based on its understanding of the legal definitions.

• Producer’s legal business name.

• States in which the company is likely to be considered an obligated producer.

• Primary contact’s email address and phone number. This will enable CAA to notify your company when it is time to accept the applicable requirements of CAA’s producer responsibility program plans.

Companies will have an opportunity to update information if needed. Producers who complete CAA’s registration form before July 1, 2024, will be considered registered with CAA. The primary contact will receive a confirmation email upon completing the registration form.

SCAN TO LEARN MORE OR REGISTER NOW!

Erin Raden is the Senior Director of State Government Affairs at The Toy Association. In this role, she serves as the Association’s primary lobbyist in 21 states and provides advocacy support on specific legislative and regulatory issues such as product safety, chemical regulation, package recycling, children’s online privacy, and online retail crime. She received her B.A. and Juris Doctorate from the University of Arizona.

THE SPECIALTY TOYS & GIFTS ISSUE 95

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Despite being in a very fun industry, thriving in the toy business is hard work. In this issue, we give kudos to the specialty toy and gift industry, and the brands that turn all of that hard work into play. Test your knowledge of who does what in the specialty market!

1. THE ELF ON THE SHELF HAS BECOME A FAMILY CHRISTMAS TRADITION SINCE ITS INTRODUCTION NEARLY 20 YEARS AGO. WHICH COMPANY OWNS THE GROWING BRAND?

2. CISSY, THE FIRST FASHION DOLL IN THE U.S. — ALSO THE FIRST TO WEAR HIGH HEELS — MADE HER DEBUT IN 1955 FROM WHICH COMPANY? A. JC TOYS

6. FANROLL BY METALLIC DICE GAMES PARTNERED WITH HASBRO TO INTRODUCE FANTASTIC DICE FOR WHICH GAME’S 50TH ANNIVERSARY? In addition to the answer below, Schleich also makes figures from the Wizarding World, like this one depicting Harry Potter and Hedwig.

Source: Schleich

4. THERE’S SO MUCH MORE TO SCHLEICH THAN THE METICULOUSLY DESIGNED HORSES AND WILDLIFE FIGURES WE ALL KNOW. WHICH OF THE BELOW BRANDS DOES SCHLEICH ALSO PRODUCE FIGURES FOR?

7. IN 1991, MELISSA & DOUG INTRODUCED THE FUZZY FARM PUZZLE, THE FIRST OF ITS MANY WOODEN TOYS. LAST YEAR THEY SOLD THEIR COMPANY FOR $950 MILLION. WHICH MAJOR TOY COMPANY ACQUIRED IT?

A. SMURFS

B. AMERICAN GIRL

B. PEPPA PIG

C. COROLLE

C. SUPER MARIO BROS.

D. MADAME ALEXANDER

8. WHICH COMPANY, NAMED AFTER APOLLO 17’S HIGH-RES IMAGE OF EARTH, PARTNERED WITH NATIONAL GEOGRAPHIC TO CREATE STEM KITS PROVIDING HANDS-ON SCIENCE AND COLLABORATIVE ACTIVITIES?

D. BARBIE 3. FOR 26 YEARS, ELENCO’S FOUNDER GIL CECCHIN WORKED IN MOTOROLA’S ELECTRONICS & ENGINEERING DEPARTMENT AND ACQUIRED MORE THAN 25 PATENTS RELATED TO TV AND CIRCUITRY. WHICH ELENCO LINE PAYS HOMAGE TO HIS ROOTS?

5. THE HESS TOY TRUCK TURNS 60 THIS YEAR! TO CELEBRATE, HESS INTRODUCED A NEW PLUSH “NOTQUITE-TRUCK” THIS YEAR. WHAT KIND OF VEHICLE IS IT?

9. WHICH FAMILY-OWNED COMPANY STARTED WITH A GAME OF RUMMIKUB IN ISRAEL MORE THAN 40 YEARS AGO — AND IS STILL GOING STRONG?

Answers: 1. The Lumistella Company 2. D. Madame Alexander 3. Snap Circuits 4. A. Smurfs 5. School bus 6. Dungeons & Dragons 7. Spin Master 8. Blue Marble 9. Goliath

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Want to carry The Toy Insider’s Holiday Gift Guide in your store?

Email bill@toyinsider.com by June 30 to get your free copies!

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COMPLIANCE & REGULATIONS

From The Toy Book Archives: 1988 VIDEO VEGETABLES (VIDEO VEGETABLES) The pouch-bearing plush in this line (right) consists of five characters for kids to collect, including Telly Tater, Sweet Potato Sue, Sleepy Squash, Grouch Tomato, and Portly Pickle.

ETCH A SKETCH ANIMATOR 2000 (OHIO ART)

DIRTY DUNK (CHARLICO)

An alternative to the traditional laundry hamper, the NBA-licensed Dirty Dunk consists of a long nylon basketball net with a drawstring bottom.

JIGZOO PLAY PUZZLE (FIRST STEP DESIGNS)

Six large fabric-covered foam animals interlock to form a giant 3D puzzle.

AMERICAN ROULETTE (ROSEMARY GAMES) Players don’t need any knowledge of taxes to play this tax-themed game, which includes historical trivia and information about new tax rules.

Featuring a stylus and touchpad instead of knobs, Ohio Art’s animator (pictured below) offers 30 drawing functions and up to 99 frames of animation.

STRESS ATTACK (STRESS BUSTERS)

This family game takes players through stressfilled life periods, including childhood, school, jobs, and even love life.

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