The Toy Book - June 2026

IN THIS ISSUE

THE SPECIALTY TOYS & GIFTS ISSUE

Showcases

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

Associate Editors

Samantha Connell samantha@toybook.com

Katherine M. Hill katherine@toybook.com

Ashley Pelletier ashley@toybook.com

Assistant Editors Taylor Battle taylor@toybook.com

Natalie Miller natalie@toybook.com

Social Media Director Nicole Savas nicole@toybook.com

Editorial Assistants

Five Little Monkeys in Albany, California, is one of eight stores in the Pulse of

chain. | Source: Five Little Monkeys

BREWED FOR SPECIALTY Astra Marketplace & Academy Comes to Milwaukee

by JAMES ZAHN, Editor-in-Chief

It’s June, and that means it’s time for Astra Marketplace & Academy, the annual mid-year gathering built to strengthen the specialty toy industry from the inside out.

This year, the traveling show sets up shop at the Baird Center in Milwaukee, where retailers, manufacturers, rep groups, and service providers will gather for four days of education, networking, celebration, and, my favorite part: product discovery on the trade show floor.

It’s the perfect place for a business that runs on relationships, sharp curation, and the kind of community big-box aisles can’t fake. Astra Marketplace & Academy brings all three into focus.

MAJOR MOMENTUM

Amid a roller coaster decade packed with challenges, this year has been a pleasant surprise with some big wins across several categories, and a few brands, like LEGO and Pokémon, are powering a welcome tailwind as we head into the back half. Scarcity and social media buzz paired with that tween-and-teen “gotta have it” mentality — looking at you, NeeDoh (and pretty much all squishy toys) — helped pull fresh faces into stores, and specialty retailers are keeping those folks coming back by doing what they do best: building trust, creating places worth visiting, and matching families with toys and games that feel like real discoveries.

Our annual Specialty Toys & Gifts Is-

sue taps directly into that energy by spotlighting the people, products, and ideas powering specialty retail today.

In “Curating Community,” we visit the Pulse of Play Award-winning retailer Five Little Monkeys to see how thoughtful merchandising, deep customer relationships, and a clear sense of purpose can turn a single toy store into a neighborhood anchor with eight locations across the San Francisco Bay Area.

“The Realm of Play” heads to Ohio to explore the expanding world of Sir Troy’s Toy Kingdom, a Pulse of Play Awards finalist that continues to grow its retail empire — three big stores and counting — with a mix of imagination, strategy, and specialty retail showmanship.

We also take a look at how circularity is reshaping the sustainability conversation. After years spent talking about materials, packaging, and waste reduction, more companies are looking at the full life cycle of a toy.

Elsewhere in the issue, we chat with WobbleWorks about its evolution beyond 3D pens and how the company continues to stretch its creative muscles with new products and new play patterns.

Our Pulse of Specialty roundtable brings together retailers, manufacturers, and reps for a quick read on the first half of the year.

And, because this is The Toy Book, there is plenty of product discovery. This issue features more than 200 new toys

Source: stock.adobe.com

and games that specialty retailers can look forward to in the months ahead, including special looks at building and construction toys, products for adult enthusiasts (“kidult” has become a contentious label), dolls, plush, games, and more.

THE STORY CONTINUES...

While “specialty” can mean different things to different people, just look around Marketplace & Academy to see a living definition in action. The stories behind the products and the expertise behind the recommendations (are you an Astra Certified Play Expert yet?) power great play experiences for kids of all ages.

P.S. If you need a break from all the great toys and games, Milwaukee Metal Fest is happening just a mile and a half down the road. The music and toy industries share many similarities, but those are tales for another time. Let's rock! 

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

Blind pack dollars increased 46% in Q1 compared to 10% growth for the remainder of the toy industry. With the shift in Easter, the total toy industry grew 17% in Q1 2026.

BLIND PACKS

In Q1 2026,

to

The top five properties for blind packs are Pokémon, NFL, MLB, Donruss, and Magic: the Gathering — all trading cards. The top non-trading card properties are ZURU's 5 Surprise and MGA's Miniverse.

COMMUNITY, CONNECTION, AND EDUCATION

Learn What’s Next for Astra

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

Astra’s Marketplace & Academy is our signature event, and this year, Milwaukee has been fabulous — but that is not all that Astra has going on, so let’s take a look at what’s to come later this year and beyond.

REGIONAL GROUPS

Regional Groups bring together members from all categories — retailers, reps, manufacturers, affiliates, and inventors — for learning, networking, and socializing in a relaxed setting away from trade-show noise.

After successfully piloting two regional groups in Denver and Minneapo-

lis, we will add more in the second half of the year, starting with the Chicago area. From there, we’ll poll Astra members to see which other areas are interested. Organizations may add Regional Group access to their Astra membership for $100 per year. Once added, all individuals listed under that organization in our system may attend any regional events. The membership fee includes immediate notifications about regional events, access to your region’s community board for sharing ideas, and Astra support in organizing events.

When it comes to what type of events you can expect, each Regional Group decides its own schedule, with a designated Astra “champion” on board to help coordinate ideas. Events can be social, recreational, or educational — whatever the group prefers.

EDUCATIONAL OFFERINGS

The new Astra website is up and running, including the Academy section, which will soon feature new webinars for members and non-members alike. And, the Certified Play Expert (CPE) program is now available online. Interested par-

DOWNLOAD THE ASTRA TOY APP!

Available for both Apple and Android phones, the Astra Toy app is a year-round resource for staying connected.

ties can also look out for in-person sessions later this year. The Certified Master Representative program is currently being updated and will launch in January 2027, while the Certified Master Retailer program will be updated throughout next year, with completion expected just before 2028.

THE ASTRA TOY APP

Breaking news — we have an app! Available for both Apple and Android phones, the Astra Toy app is a yearround resource for staying connected. While it launched for Marketplace & Academy, you can use it all year to see what’s going on in the community. Find it by searching “Astra Toy” in your app store today!

ALL EYES ON PITTSBURGH

We are already recapping this year’s Marketplace & Academy and looking at how we can make next year’s event even better. Planning for Pittsburgh begins in July, so be sure to share your ideas and feedback with us.

In addition to all of these initiatives, there’s always more as we work with our members on what they want to see from Astra. For now, it’s full steam ahead as we keep chugging along toward the holiday season! 

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.

BIG SUPPORT FOR SMALL TEAMS

The Toy Association Helps Emerging Toy Companies Compete

by MADDIE MICHALIK, Manager, Communications, The Toy Association

Running a small toy business often means wearing multiple hats — from product development and sourcing to sales and marketing — all within a lean team. What often falls outside of that bandwidth are the behind-thescenes functions that are just as critical to a company’s long-term success. The Toy Association helps fill those gaps, offering structured support that allows all companies to operate more efficiently and make informed decisions.

“Emerging and specialty businesses are essential to the innovation and growth of the toy industry,” says Ken Ebeling, Executive Vice President of Strategic Development and Member Services at The Toy Association. “We provide the tools and support these companies need — whether we are advocating to protect their interests, connecting them with the right partners at our trade events, or offering complimentary, educational resources to help them grow with confidence and navigate complex regulatory requirements.”

ADVOCACY

In our industry, regulatory and policy shifts aren’t just background noise; they can directly impact costs, timelines, and the ability to bring products to market.

The Toy Association plays a central role in both representing the industry and helping members stay compliant. Last year, the Association tracked and engaged on nearly 350 bills nationwide, covering issues around extended producer responsibility (EPR), chemical safety, microplastics, and data privacy. Fewer than 10% of these high-priority bills were enacted — a strong indication of effective advocacy that helps prevent unnecessary requirements, particularly those that would burden small businesses without

improving safety.

Safety is the No. 1 priority of The Toy Association and its members. The Association provides guidance on evolving requirements, works with regulators to support science-based policies, and raises awareness about risks such as counterfeit and non-compliant toys. These efforts help maintain a high level of safety while giving both companies and consumers confidence in the products on the market.

Tariffs remain a central focus. Through its global #KeepToysTariffFree campaign, The Toy Association continues to advocate against added costs on toys and games while providing members with timely, practical guidance as policies evolve. Beyond tariffs, members receive analysis and guidance on developments ranging from Consumer Product Safety Commission eFiling and product safety rules to Environmental Protection Agency chemical reporting and more. For smaller companies, this dual approach — advocacy paired with clear communication — helps reduce uncertainty and protect already tight margins.

EXPERIENCES

The toy business runs on relationships, and The Toy Association built the platforms where those relationships take shape. Across its portfolio of events, the focus is simple: bring the right people together in the right environment to drive business outcomes.

Toy Fair is the anchor of the industry calendar, with the next edition taking place February 20-23, 2027 at the Javits Center in New York City. As the largest toy show in the Western Hemisphere, the trade event remains the most efficient way to connect with the global toy ecosystem, bringing together retailers, licensors,

distributors, and media in one place. For smaller brands, it compresses months of outreach into a few days of opportunity.

Then there’s the consumer lens. A division of The Toy Association, People of Play’s annual Chicago Toy & Game Fair (CHITAG), is taking place November 7-8 at the Donald E. Stephens Convention Center in Rosemont, IL. It’s a different kind of exposure — one that puts products directly into the hands of families ahead of the holiday season.

EDUCATION

Good decisions depend on having the right information at the right time, and The Toy Association is focused on delivering exactly that. Its educational offerings are designed to be practical, current, and applicable to how companies operate day to day.

Members get free access to webinars featuring subject-matter experts across licensing, compliance, marketing, emerging trends, and more. The sessions are paired with exclusive research and market data that supports product planning, positioning, and strategy.

Members are encouraged to connect with The Toy Association team at any time for guidance and support at memberservices@toyassociation.org or visit toyassociation.org. 

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

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

Jeff Jackson

EXECUTIVE VICE PRESIDENT FAT BRAIN TOYS/TOMY

Air Toobz is a huge hit for specialty retailers, and now it’s expanding with EVO. What does that evolution look like?

Air Toobz has truly defined the air-powered play category over the past three years. With EVO, we focused on expanding that reach without compromising the experience. It delivers the same core play, same scale, and full compatibility with the existing system, but at a more accessible price point.

That combination matters for specialty. It lowers the barrier to entry for new consumers while reinforcing the “system of play” that keeps families coming back and building out their play experiences through accessories and expansions. EVO isn’t a departure; it’s an accelerant for the entire Air Toobz ecosystem.

It’s been an exciting year for the U.S. toy industry, and ahead of Astra Marketplace & Academy, The Toy Book caught up with a half-dozen familiar faces for a midyear pulse check on how things have played out at retail.

Enjoy these insights and scan the QR code on page 27 to unlock extended interviews on toybook.com. 

brings that to life, combining miniature Highlights content with a light-up microscope that invites kids to explore, uncover, and interact.

You’ve teamed up with Highlights, a classic yet growing brand. Can you share a bit about that partnership?

The partnership with Highlights is a natural fit; both brands are rooted in curiosity, discovery, and screen-free engagement. Together, we’re blending the familiarity of Highlights with the tactile, hands-on play Fat Brain is known for. Micro Explorers

Fat Brain Toys has a rare perspective as both a specialty retailer and a product developer. How does that dual identity shape the way you create toys?

Our retail roots fundamentally shape how we approach product development and retail assortment. We interact with consumers every day — in stores, online, and through direct service. That gives us unfiltered insight into how families actually play, what frustrates them, and what excites them.

We don’t rely on assumptions or distance ourselves from the consumer. We see it firsthand, which allows us to create products that resonate not just on the shelf, but in real homes and play environments.

What gives you optimism about the future of specialty retail?

What gives us optimism is the role specialty continues to play in product discovery. In a world driven by algorithms, neighborhood toy stores offer something different and necessary: human connection, thoughtful curation, and real recommendations consumers can trust.

Families are seeking meaningful, high-quality play experiences, and specialty retailers are uniquely positioned to deliver them. As long as that connection exists, and we believe it always will, specialty remains relevant and powerful. 

Gwen Ottenberg

OWNER, IMAGINE THAT TOYS

Imagine That Toys’ guiding idea — “The Right Toy, In The Right Hands, At The Right Time” speaks to the heart of specialty retail. How does your team train to match a child, family, or gift-giver with the right toy?

What sets us apart is our knowledge and our focus on play value. For us, it’s never just a transaction — we want the toy to be loved, played with, cherished, and enjoyed for years to come.

I’m a Certified Play Expert through Astra, and I’ve trained my staff with that same mindset. I also love hiring former teachers because they already understand child development, learning styles, and how to connect with kids based on their strengths and interests. That background helps us make meaningful recommendations instead of just selling products.

Families come to us because they want guidance. Sometimes they need a birthday gift for a child they barely know. Other times, they’re shopping for a child with special needs and want something that truly fits that child’s abilities and interests. Our role is to help customers feel confident and successful. I always joke that, “My job is to make you look good!” My customer becomes a rock star when we help them choose something that’s right for the child and meaningful for the family.

Beyond NeeDoh and the squishy trend, what’s hot right now at Imagine That Toys?

It’s been a beautiful run for squishy, that’s for sure, and I’m loving every moment of the squishy party.

Beyond that trend, we’re seeing a huge uptick with Calico Critters. Customers are really responding to collectible, imaginative, small-world play right now.

We’re also seeing strong growth with LEGO. We’re a LEGO Gold Standard store, so we carry a deep assortment, and LEGO has had some fantastic releases this year that we’ve been able to capitalize on.

Across the board, I’m also selling a lot of squishy and sensory products from multiple manufacturers. At this point, a big part of success comes down to who can actually support retailers with in-stock, shippable products. Availability and replenishment have been major challenges this year — not just for retailers but also for reps and manufacturers. 

Jared Wolfson CEO, BLUE MARBLE

At Toy Fair, Blue Marble was excited to debut a big new lineup. What standouts have emerged for your specialty retail partners?

The National Geographic line has traditionally performed very well in specialty, so we are excited to see that momentum continue as we expand into early learning with our National Geographic Kids line. We have already seen strong engagement in that younger age range through Blockaroo, which is also getting a refresh with expanded offerings and updated packaging.

We are also pleased to see the new and improved versions of some of our classics performing quite well. We take feedback very seriously at Blue Marble, and products like our National Geographic Shark Dig Kit show how we can continue to improve proven play patterns while preserving the hands-on discovery and premium brand experience that specialty retailers expect from us.

What role can retailers play in helping families understand the difference between a toy with “STEM” on the box and one that truly sparks curiosity?

While any company can place a “STEM” or “STEAM” marking on the front of a package, only products that deliver real experiences and provide well-crafted learning content will truly inspire curiosity and drive ongoing desire to learn. Retailers play an important role in helping families understand that distinction by guiding them toward products that encourage children to explore, ask questions, and stay engaged beyond the first few minutes of play.

What surprises, if any, have emerged this year, and what do you look forward to?

No real major surprises at the moment. As a company, we are committed to continuous improvement and evolution, and we continually incorporate learnings that inform our decisions, strengthen our approach, and position us for ongoing growth opportunities.

What I am most looking forward to in the back half is continuing to build on the momentum across our portfolio. We have strong brand partnerships, exciting growth areas in early learning and hands-on activities, refreshed classics that reflect market feedback, and a team focused on thoughtful execution. The toy industry is always evolving, and we are excited to keep evolving with it. 

Paul WeingardPRESIDENT & CEO SCHYLLING

When we last spoke for The BIG Toy Book, there was real optimism for 2026, and now it’s become “The Year of NeeDoh.” How has Schylling managed the craze, and what do the next six months look like?

It’s been an extraordinary moment for Schylling and for the toy industry overall. NeeDoh has always had strong fundamentals; it’s simple, tactile, satisfying, and appeals across generations, but the scale and speed of this year’s growth exceeded even our high expectations. Our focus throughout the surge has been staying disciplined. We’ve prioritized product quality, protected the integrity of the brand, and worked closely with retail partners to keep inventory flowing as consistently as possible, given the off-the-charts demand. Operationally, that’s meant expanding production capacity and adding significant resources, so our team can respond faster to demand. At the same time, we’re being careful not to overextend the brand too quickly. The opportunity is enormous, but long-term success comes from making thoughtful decisions, not chasing every short-term trend. Over the next six months, our priorities are sustaining momentum, supporting retail with dependable inventory, and developing the next wave of exciting NeeDoh.

How is Schylling tackling the bootleggers who’ve flooded the market with knockoff “NeeDoh” products in recent months?

Counterfeiting is one of the challenges that comes with success at this scale. We’re approaching it aggressively on several fronts, including global legal enforcement, marketplace monitoring, and retailer education. We also have several major initiatives underway designed to help consumers more easily identify authentic NeeDoh products and authorized sellers. Protecting the brand is critical not only for Schylling but for retailers and consumers who expect the quality, safety, and experience that come with NeeDoh products. One of the most encouraging parts of this process has been the support from independent retailers. Many have been incredibly proactive about identifying counterfeit products, calling attention to infringement issues, and sharing information for our team to pursue. 

Pascal Bernard

FOUNDER & CEO SPEEDY MONKEY

What are some big wins for Speedy Monkey this year?

It’s been an exciting and dynamic first half of the year for Speedy Monkey. One of our biggest highlights has been expanding our family of brands with the addition of Sycomore Arts & Crafts and Baghera, bringing even more creativity, imagination, and beautifully designed products to our customers. We also proudly launched many stunning new items at Toy Fair, receiving incredible feedback and enthusiasm from retailers and partners alike. As demand and opportunities continue to grow, we are expanding our team and strengthening our market presence. We are incredibly grateful for the momentum so far.

Which Speedy Monkey products, brands, or categories are resonating with customers, and which “sleeper” hits should retailers be aware of?

The 3-in-1 CrocoXylo Activity Toy, Magnetic Discovery Puzzle, Birthday Train, and our entirely new Sky Melody Musical Sets have been fan favorites.

Sycomore Arts & Crafts continues to grow, being in The Good Toy Group’s spring, summer, and holiday catalogs. Customers are loving the design and something fresh in the creative play space. One to watch out for is the K-Pop Fashion Design Set.

What are specialty retailers doing well that mass retail can’t easily replicate?

Specialty retailers excel at curation and trend agility. Independents can react quickly to emerging crazes, niche categories, collectibles, sensory toys, manga crafts, or “kidult” trends without needing national-scale planograms or lengthy approval cycles. They create excitement around limited drops, exclusive assortments, and locally tailored merchandising that feels fresh and unique. 

Chris Corbett

VICE PRESIDENT OF SALES ACD DISTRIBUTION

ACD sits at the intersection of publishers, manufacturers, game stores, hobby shops, and toy retailers. From that vantage point, what are specialty retailers asking for most right now?

Allocation is the big one. Pokémon, Riftbound, Lorcana. Retailers want to know what they’re getting and when, so they can plan around it instead of guessing. The other thing we hear a lot is that there are just too many new products to keep up with. Our reps end up acting as a filter, helping clients pick what’s worth shelf space and what to skip. For specialty, that filter is half the value of the relationship.

Outside of squishy toys and trading cards, what continued or developing trends are you seeing that retailers should take advantage of?

Building and model kits keep climbing for us. Bandai’s anime and mecha kits, Blokees, Robotime, and Mattel’s MEGA [Brick Shop] line are all performing well, and they hit a sweet spot for specialty stores. Blind boxes are another category that has matured well past the impulse-buy stage and now drives real repeat traffic. Puzzles continue to be a steady performer, and Trefl, in particular, has a deep licensed catalog across Disney, Marvel, Star Wars, Peppa Pig, and more, with great price points and strong margins for retailers.

Pop culture crossovers are another category to watch. KPop Demon Hunters is the obvious one right now. Music fans, animation fans, and collectors are all into it.

As we hit the halfway point of the year, what surprises have emerged, and what is your outlook for the back half of the year?

The biggest surprise is the staying power of TCGs. There have been plenty of reasons over the last year to think the category would cool off, and so far, it just keeps producing. CookieRun Kingdom has been a real success for us. Pokémon continues at a pace that’s hard to plan around in the best way, and the other TCGs and Hellbreak (for horror fans) are all giving retailers more reasons to dedicate space to the category.

Feeling good about the back half. Q4 is lining up well. The Crazy Aaron’s deal with Goliath has been a nice boost on the toy side. Bandai, Mattel, and Hasbro have strong stuff coming; building kits and blind boxes are still going. The TCG supply piece is always a guess, but trying to keep up with demand beats the alternative.

With ACD presenting Astra’s Game & Kit event at Marketplace & Academy, are there any standout titles you’re excited to share?

There are a couple we’re really high on. The CookieRun TCG from Devsisters has been one of our best wins of the year. ACD is the exclusive U.S. distributor, the mobile game brings a built-in audience, and the gameplay holds up at the table, which is what gets people coming back.

MaxStax from PlaySource is also worth a look for specialty toy retailers. It’s a fast, head-to-head speed-stacking game with wooden blocks and challenge cards for ages 3 and up that plays in about 15 minutes. It demos beautifully, and it’s the kind of thing that creates an instant rematch. 

Continue the Conversation

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

EUGY

Contact: 305-621-1000, sales@safariltd.com

Axolotl 3D Puzzle | Ages: 6+ | MSRP: $11.99

SAFARI LTD.

Contact: 305-621-1000, sales@safariltd.com

Mystic Mood Dragons TOOB | Ages: 3+ | MSRP: $14.99

Kids can bring emotions to life with this colorful set of dragons, each representing a different mood. This is a fun, imaginative way to spark storytelling while supporting social-emotional learning (SEL) through play.

Build, play, and display your own adorable axolotl with this eco-friendly 3D puzzle. Made from biodegradable materials, it’s a hands-on activity that combines creativity, STEM learning, and collectible fun.

SAFARI LTD.

Contact: 305-621-1000, sales@safariltd.com

Glow-In-The-Dark Jellyfish TOOB | Ages: 3+ | MSRP: $14.99

Explore the ocean with glow-in-the-dark jellyfish mini figurines featuring realistic detail. Perfect for sensory play, science learning, dioramas, and imaginative underwater adventures that bring marine creatures to life.

STOCK THIS!

PREHISTORIC PALS TOYS

Contact: brontie@prehistoricpalstoys.com

Prehistoric Pals Dinosaur Vehicle Toy and Book Gift Set

Ages: 3+ | MSRP: $29.99

These perfectly packaged dinosaur vehicle gift sets inspire children to explore teamwork and mechanics through imaginative play. Sleek design and vibrant storytelling foster the ultimate blend of fun, hands-on learning, STEM, motor skills, and a love of reading.

PANDASAURUS GAMES

Contact: Nathan McNair (co-owner), nmcnair@pandasaurusgames.com

Sea Salt & Paper | Ages: 8+ | MSRP: $17.95

PANDASAURUS GAMES

Contact: Nathan McNair (co-owner), nmcnair@pandasaurusgames.com

Castle Combo | Ages: 10+ | MSRP: $29.95

This Spiel des Jahres (Game of the Year)-recommended title packs genuine strategic depth into a 20 minute game. Over nine turns, players draft characters from two markets and then place them into their 3x3 grid. Collect sets, take advantage of placement points, and use character powers to earn the most points and win.

Gamers can create an ocean from folded paper in this Spiel des Jahres-recommended card game. Players will collect sets of cards to earn points and play pairs for their special effects. Its portability, charming card art, and accessible rules appeal equally to casual players and hobby gamers.

PANDASAURUS GAMES

Contact: Nathan McNair (co-owner), nmcnair@pandasaurusgames.com

The Mind | Ages: 8+ | MSRP: $17.95

More 3.5 million copies sold worldwide! One deck, no talking, and one simple rule: play your cards in order without communicating. The Mind is a cooperative game that’s as easy to explain as it is addictive to play, making it a reliable pick-up for a wide range of gamers and families.

HIGHLIGHTS

Contact: penguinrandomhouseretail.com

Neon Crafts: 20 Projects to Create Ages: 6+ | MSRP: $24.99 | Available: June 23, 2026

Neon Crafts from Highlights packs more than 80 supplies and more than 20 structured projects — fuzzy-stick creatures, pom-pom pets, miniature gnomes — into a magnetic-closure box with pullout storage. No prep, no missing pieces. Bold, screen-free creativity bursting with neon-bright fun.

TREE TOWN TOYS

Contact: orders@treetowntoys.com

The Original Yes & Know Trivia Game Books: Monopoly & Clue Ages: 8+ | MSRP: $8.99

Everyone’s favorite invisible ink trivia game books meet classic Hasbro gaming with these all-new titles from Yes & Know. Experience Monopoly and Clue in a whole new way; each game book includes 24 pages of full-color reveal games, mazes, trivia, puzzles, and more — all inspired by these classic Hasbro games.

The special mess-free SurprizeInk! pen locks into the cover for travel-friendly and screen-free fun on the go. Collectors and kids alike will enjoy hours of by-yourself gaming fun.

In 2001, Stephanie Sala was the sole employee at her 830-square-foot specialty toy shop, Five Little Monkeys. Now, Sala employs numerous San Francisco Bay Area residents as the owner of eight brick-and-mortar stores, serving thousands of kids and collectors.

Sala’s business, which takes its name from her role as the eldest child of five, has had a crucial family focus from the start. Building a specialty toy store strengthened her connection to her younger siblings and her parents; Sala’s father designed the Whoozit toy line, and her mother founded the kids’ clothing company, Sweet Potatoes. Now, families can strengthen their own bonds as they browse the aisles and attend events together.

Five Little Monkeys has grown into a community staple with highly curated shelves, local events, donation programs, and a streamlined digital platform. The retailer recently won The Toy Book’s Pulse of Play Award for Retailer of the Year (Independent, Specialty, and Hobby), a testament to its staying power and a direct result of the team’s dedication to community and customer service.

SPECIALTY SHELVING

Toy selection is at the core of Five Little Monkeys’ in-store and online services. Catering to a wide age range, each location aims to mix new desires with nostalgic needs. Its team of toy experts wholeheartedly believes that kids learn through play,

and stocks accordingly.

Sala considers price, quality, trends, environmental impact, packaging, play value, and more when building an assortment. She also considers her own expertise and reactions. “My most important deciding factor is my gut,” Sala says. “If I don’t instantly love something, I hesitate. The curation of our stores is a critical part of our success, so it is important to stay true to.”

Shoppers will find selections from The LEGO Group, Schylling (including its NeeDoh collection), Jellycat, and more. While the products themselves can provide shoppers with a happy experience, the Five Little Monkeys crew wants guests to feel welcome and seen.

“Our original mission was to give every customer exceptional customer service and encourage children and adults alike to come and explore our toys firsthand,” Meghan DeGoey, Marketing Director at Five Little Monkeys, says. “This mission has expanded to include customers who shop with us online or through our social media channels. We want to make sure that every customer walks away feeling better than before.”

DeGoey and other staffers monitor guest feedback online and at each location to ensure that kids get more from their visit than just a few toys in a bag.

PROGRAM-BASED PRIORITIES

While a well-stocked, curated store benefits visitors with

playtime in mind, Five Little Monkeys aims to serve in other ways as well. The team runs several donation-based initiatives — some helping individual families integrate play into their lives, while others have a wider impact.

“When I started this business 25 years ago, I made a commitment to support the community that supports me,” Sala recalls. “I feel strongly that every child deserves to have access to quality playthings… [we] decided that rather than giving money back to people who could already afford to shop at our stores, we would rather use that money to help people who could not afford to shop gain access to quality playthings.”

Programs like the September Food Bank Program benefit customers, businesses, and residents in the Bay Area. When shoppers donate $20 to a local food bank, they receive a 20% discount on their toy purchase.

“Our favorite is an event we offer every year called ‘The Give Back Program,’” DeGoey adds. “Schools and organizations can sign up to receive a code to shop instore and online from Nov. 1-15, and we give 15% of those purchases back to the organization.” Since 2020, the program has grown from 30 partner organizations to more than 100 last year.

CLOSE-KNIT COMMUNITIES

Five Little Monkeys wants families

to have new experiences in the store — whether that’s learning about a new play pattern, discovering STEM subjects through its educational offerings, or meeting someone with similar interests at a community event.

Each store hosts several gatherings each month, designed for kids of all ages. Just last month, visitors had the chance to make a LEGO Star Wars TIE Advanced Mini Build during a May the 4th event and build their collections at multiple Sonny Angel x Smiski Trading Events, which also featured giveaways and raffles.

“We want to make sure that every event engages our core mission, which is to give a positive experience to anyone who attends,” DeGoey mentions. “Whether it is a Sonny Angel trading event geared toward the collector or one of our popular summer activities meant for children, we want every participant to walk away saying, ‘Wow! I want to come back and do that again!’”

Looking ahead, Sala is focusing on new technology and fine-tuned training to shape the next 25 years

of business. “We realize that a welltrained staff is key to our success and a huge differentiator in the marketplace,” she says. “We are excited to incorporate new technologies into our workflow that will maximize efficiencies and free up valuable time so we can focus more energy on developing our people.”

Even when the doors close or the site is idle, Sala and the team behind Five Little Monkeys are working hard to make great play experiences accessible while fostering a strong sense of community for years to come. 

Customers will find a large selection of products at each Five Little Monkeys location. | Source: Five Little Monkeys

Samantha Connell is an Associate Editor for The Toy Book, The Pop Insider, and The Toy Insider. She is a Ravenclaw, Star Wars fan, and Clemson alumna. She also thinks that she is the favorite aunt.

SPECIALTY TOYS & GIFTS: WHAT’S NEW

BLUE MARBLE

National Geographic

SPIN MASTER

Magic Jellykins

Ages: 4+ | MSRP: $9.99

Available: Fall 2026

Kids shake the jar to reveal ultra-squishy food-inspired characters, each with a fresh look and personality, with this water-activated surprise toy.

Junior Robotics: Bugs Kit | Ages: 6+

MSRP: $24.99 | Available: Fall 2026

Budding engineers build a 122-piece robotic bug with flapping wings, moving eyes, three swappable skins, and a learning guide packed with bug and robotics facts.

PETIT COLLAGE

Petit Collage 20th Anniversary My Planet Earth Floor Puzzle | Ages: 3+ | MSRP: $18

Little puzzlers build an 18-inch Planet Earth scene with 25 chunky pieces, five habitats, more than 40 animals, and search-and-find play.

TOOTHBRUSH TOYS

Daniel Tiger’s Neighborhood Kids Toothbrush Timer | Ages: 3+ | MSRP: $12.95

Daniel Tiger helps preschoolers brush for two minutes with musical timing, character appeal, and routine-building play designed to support healthy dental habits.

NOVA TOYS

3D Coloring Slides — Mermaid

Ages: 8+

MSRP: $19.99

Colorists layer five illustrated slides inside a sturdy frame, transforming finished artwork into a multi-dimensional display-ready mermaid scene.

TOMGRRRL TOYS

Wyldshyres | Ages: 4+ | MSRP: $12.99

Big feelings become imaginative adventures with collectible character toys designed to help kids recognize emotions, build resilience, and embrace individuality through storytelling.

CHOOSECO

Dungeon Crawl at the Haunted Mall | Ages: 9+

Readers battle supernatural mall chaos, 1980s weirdness, and choose-yourpath danger in a gross-out adventure packed with friendship, monsters, and replayable endings.

STEP2

Putt & Splash Adventure Center

Ages: 2+ | MSRP: $169.99

Backyard play gets a splashy mini golf twist with three customizable course paths that connect to a central water tower for active, repeat play.

HIGHLIGHTS

No-Sew Snack Pals

Ages: 6+ | MSRP: $24.99

Available: July 2026

This beginner-friendly, no-sew craft kit encourages kids to create three personalized kawaii snack pillows. It includes a photo guide and all the materials necessary to create a cuddle-worthy plush pal.

MELISSA & DOUG

Design Your Own Railroad Floor

Puzzle | Ages: 4+ MSRP: $24.99

Young track designers piece together 48 floor puzzle tiles, build up to 20 feet of railroad, and send two windup trains racing.

SANTOKI

LEGO Minifigures Color Me Silicone Mat and Markers

Pirate | Ages: 6+

MSRP: $19.99

Available: September 2026

A reusable LEGO Minifigures Pirates silicone mat pairs with six washable markers for mess-free coloring, wiping, and repeat creative play.

PHOENIX INTERNATIONAL PUBLICATIONS

Sesame Street: Pop and Play with Elmo! Ages: 1+ | MSRP: $15.99

Little hands press four colorful pops while Elmo, Tango, Cookie Monster, and friends introduce counting, opposites, colors, language, and motor skills.

SPECIALTY TOYS & GIFTS: WHAT’S NEW

PACIFIER PETS

Multiple Pacifier Holder, Snack Tray, and Teether Ages: 0+ | MSRP: $15

This patented baby essential holds multiple pacifiers, works as an on-the-go snack tray, and doubles as a teether for sore gums.

AVALON HILL

Sanibel Ages: 10+ | MSRP: $39.99

Elizabeth Hargrave’s beach-inspired tile-placement game sends players along the shore to collect shells, arrange bag grids, and build coastal collages.

BREYER

Unicorn Castle Playset Ages: 4+ | MSRP: $109.99

The wooden Unicorn Castle gives fantasy fans cozy stables, an elevator, a courtyard, a rainbow bridge, flags, and open-ended spaces for magical storytelling.

KAREPANGO

Feelings You Don’t Have Words For: Tender Comics About Loving Yourself and Others

Ages: 7+

MSRP: $18.99

Available: September 2026

Tender comics, wellness resources, and reusable stickers offer gentle emotional support as Karepango characters navigate anxiety, connection, humor, and everyday feelings.

ZURU

Mini Brands Really Works

Vinyl Collection | Ages: 3+

MSRP: $7.99-19.99

Available: Fall 2026

Mini Brands brings music collecting into miniature form with a working vinyl playset, display stand, mini albums, surprise accessories, and capsule reveals packed with rare gold records.

BRIGHT STRIPES

Sew Crafty Cottage Ages: 8+ | MSRP: $29.99

Available: August 2026

Beginner sewists create woodland stuffies, a pencil pouch, a coin purse, and more with pre-printed pieces packed inside a keepsake cottage box.

JAZWARES

Pokémon Pikachu Puppetronic By RealFX

Ages: 8+ | MSRP: $79.99

Available: Fall 2026

Pikachu comes alive with more than 100 action and sound combinations, touch sensors, blinking eyes, mouth movement, and soft puppetronic play. Created by Wow! Stuff.

LEARNING RESOURCES

Color Gem Treasure Chest | Ages: 2+

MSRP: $27.99 | Available: Fall 2026

Toddlers unlock a pirate chest filled with crackable numbered gems and coins while building color, number, shape, hand-strength, and coordination skills.

SPECIALTY TOYS & GIFTS: WHAT’S NEW

THE LOYAL SUBJECTS

Candy Land CheeBee Figures Ages: 3+ | MSRP: $5.99

Candy Land characters become sweet-scented 2.5-inch

CheeBee figures, including Mayor Mint, Queen Frostine, King Kandy, Princess Lolly, Lord Licorice, and Plumpy.

INCREDIBLE GROUP

Kraft Squishi Toys Ages: 8+ | MSRP: $6.99

Kraft favorites become scented, textured collectible squishies, including the KoolAid Man, Jell-O cubes, Mac & Cheese, Jet-Puffed marshmallows, and Oscar Mayer hot dogs (unscented).

LUKI LAB

SphereHedz Ages: 6+ MSRP: $12.99

Sphere-shaped battlers spin open inside an 11-inch arena, revealing surprise designs as characters bump, react, and compete to stay open.

CLEMENTONI USA

Pen Creator Studio Ages: 6+ | MSRP: $39.99

Young designers create and personalize 10 colorful pens using a workstation, tools, and more than 50 accessories and decorations.

FUNKO

Wonder Club: Wishing Well

Premium Vinyl Figure Ages: 3+ | MSRP: $15.99

Artist Andrea Kang’s Wonder Club characters arrive in surprise boxes with 4-inch premium vinyl figures, removable bases, and whimsical mystery packaging.

THAMES & KOSMOS

Wonder Lights: Educational Flashlight Projector | Ages: 3+ | MSRP: $7.95

Small hands can project 24 images across themed disks, then use the poster and scavenger hunt prompts to explore dinosaurs, space, animals, or sharks.

GRAY MATTERS GAMES

Cross the Line

Ages: 10+ | MSRP: $24.99

Friends reveal where they stand on 200 funny topics, sparking conversation, surprises, and ice-breaking moments for parties and family game nights.

EDUCATIONAL INSIGHTS

Kanoodle Fan Edition Ages: 8+

MSRP: $16.99

Kanoodle celebrates 20 years with special cases, exclusive puzzles, new pieces, fan-created Shake Challenge cards, and 500-plus challenges across the collection.

SPECIALTY TOYS & GIFTS: WHAT’S NEW

WS GAME COMPANY

Monopoly Keith Haring Pop Shop 40th Anniversary Edition | Ages: 8+ | MSRP: $80

Keith Haring’s Pop Shop legacy meets Monopoly in a collectible edition with custom metal tokens, redesigned money, themed cards, and art-wrapped packaging.

LICENSE-2-PLAY/INNOV8 CREATIVE ACADEMY

Domo | Ages: 6+ | MSRP: $4.99-19.99

ZURU

Available: Spring/Summer 2026

Domo returns with surprise bag plush, clip-on styles, and themed collectibles that blend meme nostalgia with modern discovery and portable character style.

Pets Alive Mommy Capybara and Baby Surprise Ages: 2+ | MSRP: $19.99

Available: Fall 2026

Mommy Capybara waddles with surprise babies in tow, creating an interactive family parade with a bathtub, magnetic duck, and nurturing play accessories.

MGA ENTERTAINMENT

MGA’s Miniverse Real Music Collection Ages: 8+

MSRP: $11.99-21.99

Music fans can spin playable vinyls on a working record player, then build a tiny music library with mystery-pack records featuring 30-second clips from iconic artists.

THE CARAT SHOP

Hello Kitty Keyring with Charms Ages: 14+

MSRP: $16.99

Hello Kitty fans can clip colorful charm styles onto everyday essentials with a licensed keyring featuring mini charms, a clip, and a heart-shaped split ring.

RAVENSBURGER

Brio Flora Flower Town Set

Ages: 3+ | MSRP: $139.99

Available: Summer 2026

Storytellers can build a magical Brio Flora world with 47 pieces, eight new friends, colorful accessories, paths, decorations, and hidden magnetic play features.

GOLIATH

Crazy Aaron’s Better Butter Buttercream Thinking Putty Ages: 3+ | MSRP: $15

Buttercream Thinking Putty brings a soft, smooth, frosting-scented feel to sensory play, with a teal color and a satisfyingly creamy texture.

CARRERA REVELL OF AMERICAS

Carrera Speed Arena — Disney Cars

Ages: 3+ | MSRP: $89.99

Lightning McQueen and Cruz Ramirez race around a compact Cars-inspired track with hand controllers, a lap counter, and battery or USB-C power.

THE OP GAMES

Dinosaur Volcano Battle

Ages: 5+ | MSRP: $19.95

Available: Summer 2026

Dinosaur standees face off in real-time lava-launching battles as players load fireballs, knock down opponents, and race to rule the Jurassic period.

LUKI LAB

Rogue Racers

Ages: 6+ | MSRP: $34.99

R/C racing gets wacky with Air-Jet Turbo racers that float above the cars while kids steer Lead Foot Larry, No Brake Jake, and Masked Max.

LITTLE KIDS

Grabits Shake ’n Roll Rattle

Ages: 0+ | MSRP: $8.99

Babies can grip, reach, and explore a waterproof, dishwasher-safe rattle with a soft exterior and colorful interior built for early sensory play.

HONEYSTICKS

Honeysticks Bath Drops — Color Magic 36 pack Ages: 3+ | MSRP: $21.95

Bath time becomes color-mixing play with 36 fizzy drops in a reusable tin, using food-grade ingredients and fragrance-free, residue-free pigments.

VAT19

Giant Glow in the Dark Stress Ball | Ages: 3+

MSRP: $19.99

Available: Summer 2026

Stress relief goes big with a glow-in-the-dark 15-inch circumference ball that stretches, squishes, and shines green.

BRIGHT STRIPES

Nimble Knitter Flipper

Ages: 8+ | MSRP: $21.99

Available: August 2026

Young knitters use wide and narrow ends to make tubes, then shape them into balloon-animal-style characters with felt sticker details.

KIIMENTO

Model P2 — Print Pro Camera

Ages: 8+ | MSRP: $99

Budding photographers capture HD photos, 1080p videos, and selfies, then print monochrome memories in four colors using frames, filters, and creator modes.

SPECIALTY TOYS & GIFTS: WHAT’S NEW

EXG PRO

Grogu Mandalorian Apprentice

Cable Guy Controller Holder and Phone Stand | Ages: 8+

MSRP: $29.99

Grogu keeps phones and controllers ready for action in a Star Wars-inspired stand styled with tiny armor, utility gear, and collectible display appeal.

FAT BRAIN TOYS

Foosbots Rivals Cup Ages: 6+ | MSRP: $49.95

International soccer action goes tabletop with three Foosbots, a fabric field, barriers, score sliders, stickers, and squeeze-powered kicks built for fast play.

DJECO

Mi House — Mia Ages: 8+ | MSRP: $39.99

Aspiring artists paint, assemble, and glue a collectible miniature house, then store Mia, furniture, and accessories inside the finished display-ready play space.

ABETTER DESIGN COMPANY

Splash Jam Bubble Tunnel Ages: 4+ | MSRP: $19.99

A collapsible play tunnel fills with bubbles from a battery-operated machine and fan, turning crawl-through outside play into active, bubbly movement.

PRIMETIME SPORTS GROUP

FIFA Arcade Soccer Roundabout Ages: 3+ | MSRP: $179

Young athletes sharpen aim, coordination, and confidence with a FIFA World Cup 2026 target game built for backyard practice and team warm-ups.

KEYCRAFT

Big Squij | Ages: 3+ | MSRP: $12

These bright, chunky Squijis give fidget fans something to squeeze. The Big Squiji collection features a green Dino (pictured), a Rocket Pop, a Hot Dog, a Watermelon, and a Pastry, all jumbo-sized and made from soft, slow-rise material for satisfying squishing and relaxing hands-on play.

GOKI

Goki Labirinto Balance Board Ages: 4+

MSRP: $79.95

KESS

Ice Hoop Ages: 6+

MSRP: $20 for a 3 pack

Hoopers can spin, move, and learn tricks with Kess’ V-Grip technology, durable construction, and a shape designed for added control.

Balance play gets a brainy twist as players guide three colorful balls through an infinity maze using foot movement, core control, and focus.

SPECIALTY TOYS & GIFTS: WHAT’S NEW

TONIES

Peppa Pig: The New Baby Sister Tonie | Ages: 3+ MSRP: $19.99

Peppa Pig stories help preschoolers explore welcoming a new sibling, becoming a bigger sister, family heirlooms, and baby care.

PEACHYBBIES SLIME

Birthday Cake Ice Cream Slime

Ages: 5+ | MSRP: $16.99

Available: Fall 2026

Birthday cake-scented cloud dough slime mixes a soft texture with themed sprinkles and a balloon charm for premium sensory play.

FAT BRAIN TOYS

Micro Explorers

Ages: 6+ | MSRP: $14.95

Available: Fall 2026

Highlights puzzles slide into microscope play as young explorers solve jokes, riddles, hidden pictures, and tiny challenges across big

CUDDLE BARN

PlushGoals Planet — Heavenly Highlands Scented Plush Ages: 0+ | MSRP: $17.99

Heavenly Highlands plush cows pair fluffy hair, flower accents, and soft scents including Rose, Jasmine, and Forget-Me-Not.

RANDIMALS

Mega Hork

Ages: 6+ | MSRP: $199

Randimals scales up Hork into a mega plush inspired by fan demand, blending combination-animal weirdness with the brand’s message of celebrating

GROW’N UP

Grow’n Up Splash N Slide Fun Water Table | Ages: 2+

MSRP: $54.99

Available: Summer 2026

Backyard splash play gets moving with a two-level water table, spiral ball chutes, a spinning wheel, a rain shower, boats, buckets, and a flipper.

FABER-CASTELL USA

Creativity for Kids Glamour Pets Unicorn Ages: 4+ | MSRP: $24.99 Available: Summer 2026

Young stylists practice pretend makeup on washable flocked pets using kid-safe cosmetics, press-on eyelashes, glam accessories, and a coordinating pet purse.

PLAYCOR

Scalloped Rattle Bowl + Wooden Sensory Balls Set Ages: 3 MOS+ | MSRP: $55

Design-forward sensory play meets home decor with a soft silicone rattle bowl and wooden balls made for little hands to feel and explore.

FAT BRAIN TOYS

Magshuto Knockout Rail | Ages: 6+ | MSRP: $24.99

Players launch magnetic pods into four rail slots, knock out opponents’ pieces, and race for control in oneon-one target-play battles.

TAFFY TALES

America ABC

Ages: 0+ | MSRP: $9.99

Little readers explore American people, places, inventions, and symbols through an alphabet board book with sturdy star-shaped flaps.

THE ORIGINAL TOY COMPANY

Noah’s Ark Pop Up Toy

Ages: 1+ | MSRP: $20

Toddlers press spring-loaded wooden figures and watch them pop up, building causeand-effect learning, hand-eye coordination, and fine motor skills.

FANROLL

Dragon Dice Pen with Mini Dice & Character Sheet

Ages: 14+ | MSRP: $19.99 | Available: Summer 2026

Tabletop gamers get a drag on-topped writing tool with a full set of mini dice inside, plus a character sheet and ink refill.

SPIN MASTER

Hex Bots Explodapede R/C

Ages: 4+ | MSRP: $29.99

Available: Fall 2026

A clip-together robotic centipede curls up, waits for the timer, then springs into crawling action with LED eyes and lifelike legs.

ORIENTAL TRADING

Colorful Maltose Jelly Cube-Shaped

Stress Toy | Ages: 3+

MSRP: $16.99 per dozen

Available: Summer 2026

Colorful cube-shaped stress toys offer kids squishy fidget play as party favors, classroom rewards, and concentration breaks.

MASTER TOYS AND NOVELTIES

Slow Rise Squishy Butter

Ages: 3+ | MSRP: $7.99

Available: Summer 2026

Butter gets the squishy treatment with a slow-rise sensory toy that looks and smells like butter but squeezes like a fidget.

TOMY

Momiji Out of This World Blind Box Message

Doll Assortment & Blind Box Sidekick

Assortment | Ages: 15+

MSRP: $13.99-18.99

Collectors can unbox message collectible dolls with secret notes or plush sidekicks with collector cards and stickers, all centered on friendship and kindness.

WHAT’S IN A NAME?

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

Believe it or not, picking a name (trademark) for your business or brand can be one of the most important business and legal decisions you will make. But choose wisely, because a great name can be a valuable asset, and a bad one can lead to legal headaches, costly rebranding, and consumer confusion.

Whether it’s your business or store name, or you’re picking names for your brands and products, landing on the right name can make all the difference, and in those rare cases, become even more valuable than the actual products you make or sell.

WHAT A STRONG NAME CAN DO

A strong name stands out from competitors and makes your business or products memorable. This helps build trust and credibility with customers and makes it easier for them to find your business. A strong name creates brand recognition, loyalty, and value for

your company. Coca-Cola, Amazon, Google, and McDonald’s are prime examples.

PICKING A STRONG NAME

Some names are more protectible than others. Here are some things to keep in mind when naming your business.

1. The most protectible names are made up like Xerox, Exxon, and Google.

2. A step down would be using arbitrary marks in connection with your specific products or services — for example, using “Apple” for computers.

3. Next down on the scale are suggestive marks that hint at what your product or service might be. The goal is to be suggestive without being descriptive, like Coppertone for suntan products.

4. “Merely descriptive” marks are only protectible if they’ve acquired “secondary meaning” in the marketplace; otherwise, they are not protectible.

5. Generic names are not protectible, meaning you can’t protect the word “coffee” in connection with coffee products.

BRAINSTORMING NAMES

But where do you start? Come up with various names and then search them online to see whether you find anything that looks confusingly similar. If you do find something, move to the next one so you don’t choose a name someone else is already using, which might cause a “likelihood of confusion.”

Then, once you’ve found some potential names, it’s time to contact a trademark attorney who will perform a more thorough search in the countries where you want to use and protect the mark.

Source: stock.adobe.com

MAKING YOUR STORE NAME A

BRAND

It’s probably easy to think about product brand names like Matchbox, Squishmallows, etc., but independent store names count, too. Did you know that Toys “R” Us started as Children’s Supermart before becoming Toys “R” Us? The Toys “R” Us name became so iconic that its legal team was able to stop others from using “R Us” and the backward “R” in the logo — how’s that for picking the right name?

FINAL THOUGHTS

No strategy is bulletproof, but taking proactive steps and following some of the guidelines above (before you spend a lot of money on the name) can minimize costly lawsuits and the risk of rebranding. Your name and trademark can be one of your company’s most valuable assets, so whether you’re using it for a product or on the sign above the entrance to your independent toy store, choose and protect it properly so you can build your empire! 

* Disclaimer: This article is for informational purposes only and not intended as legal advice. Don’t rely on anything without doing your due diligence first.

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

The company taps into its inventive heritage for products in new categories designed for active, repeatable play.

by KATHERINE M. HILL, Associate Editor

For more than a decade, WobbleWorks has driven hands-on creativity, introducing 3D drawing to a generation of makers with 3Doodler. As it evolves, the company applies that same engineering-first mindset to new categories with MindFrames and AirBuilders.

“This is the year where we are changing gears a little bit,” shares Communications Manager David Lozada. “We are the home of the 3D printing pen.” Since its launch by CEO and co-founder Maxwell Bogue, Wobbleworks has launched several 3Doodler pens for kids, creators, and professionals, including Start+, Flow, Pro, Chef, and Candy. The company also produces Script3D, a 3D pen for ages 14 and up, with more models and variations on the way.

These launches signal a broader push into active and outside play, including a growing line of inflatable products with AirBuilders, designed to encourage movement, experimentation, and social play, and MindFrames, a wearable construction set.

Lozada calls AirBuilders a “premium product” for kids ages 5 and up. A 69-piece Giant Kit sells for $159.99. “Later on, we’ll be selling other expansions to add on top of it,” he shares, “If your kid is planning a party or something, [and] they want to build something more massive, they can.”

AirBuilders are suitable for inside and outside play, and the modular toy encourages builders to create structures without limits. “It all shares air between the tubes,” Lozada explains. AirBuilders solves a unique need, he says, by letting caregivers reclaim their space when playtime ends.

“You can inflate however big you want,” Lozada adds, “have the kids go wild and crazy, but when playtime is over, it doesn’t have to stay rigid.” Tubes deflate in less than a minute, as simply as with a foot pump, and store compactly, “almost like paper.” Families can store components anywhere. “It was made with that in mind,” Lozada says.

AirBuilders was inspired by life in a small apartment: Bogue’s son

and his cousins were playing with an inflatable bed during the COVID-19 pandemic in 2020 when Bogue’s exasperated motherin-law “wanted her living room back.” Not only do AirBuilders inflate and deflate easily and without batteries, but the compo nents also store easily under furniture.

MindFrames are geometric shapes that builders ages 5 and up can connect. “You don’t have to wear them,” Lozada admits. “You could use them to make figures, make domes, whatever you want.” The product was initially developed for an older audience, Bogue notes, but WobbleWorks tries to scale down every item for a younger audience while maintaining interest for older kids. “We were trying to start with a younger audience, but also make it compelling for a 10-year-old,” he says.

MindFrames pieces have a ridge on the side; kids naturally attach connectors to the ridge, but can attach a connector any where, encouraging limitless building possibilities. “The goal is that kids eventually discover that on their own and realize all of a sudden that they can make a totally different kind of structure,” Bogue explains.

WobbleWorks staff saw the product evolve during its devel opment. “We wanted to differentiate it more,” Lozada explains. Despite planning to create a toy rooted strictly in construction, the team found itself wearing helmets and glasses made from MindFrames pieces. “We found ourselves continuing to acces sorize,” he shares. The final product is a unique item that stands out from other construction toys on the shelf.

Sets start at $19.99, and a family pack is $49.99. While the sets are available on Amazon, offering lower price points for independent retailers is a key part of the company’s growth strategy, Lozada shares.

“There is obviously a very big gap” between MindFrames and AirBuilders, Lozada says. What these lines have in common, however, is a resilient 3D nature that encourages builders to explore “other dimensions.”

and have fun at the same time,” Bogue shares. “MindFrames and AirBuilders allow an entirely new level of creation.” 

With AirBuilders (left) and MindFrames (right) the only limit is imagination.

Source: WobbleWorks

Katherine M. Hill is an Associate Editor at The Toy Book. When she isn’t writing, editing, and testing toys, she’s recommending toys to her trivia group and everyone in earshot at Maimonides Park, home of the Brooklyn Cyclones.

BUILDING & EXPLORING

THE LEGO GROUP

LEGO Botanicals Rocking Plants

Ages: 9+ | MSRP: $22.99

Budding florists can assemble colorful plant decor pieces using 253 LEGO bricks. This building set includes two plants, named Lumi and Ellie, in pastel-colored pots. Source:

JASEY’S TOY CHEST

On-the-Go Wooden Workbench

Ages: 1+ | MSRP: $89.99

Little builders can sort, push, count, draw, and play with a 23-piece wooden workbench that doubles as a steady walker.

SMART TOYS AND GAMES

Stuckerz | Ages: 3+ MSRP: $16.99–24.99

With colorful silicone suction pieces, creative builders can stick, pop, spin, and stack pieces on smooth surfaces for construction play.

CONNETIX

CONNETIX 56 Piece Glitter Unicorn Pack Ages: 3+ | MSRP: $95

STEM building becomes a fantasy adventure with magnetic glitter tiles in bright colors, various shapes, and light-catching beveled designs.

ZURU

MAX BUILD MORE

Premium Bricks Books Collection Ages: 8+ | MSRP: $9.99

Available: Fall 2026

Tweens can build brick-style books of Black Beauty, Dracula Sherlock Holmes, and Alice’s Adventures in Wonderland (pictured), with each capsule containing up to 133 pieces and a hidden trinket.

THE LEGO GROUP

LEGO Technic Fast and Furious Dodge Charger R/T Ages: 18+ | MSRP: $159.99

This 1,516-piece set replicates the Dodge Charger vehicle from the Fast and Furious franchise, complete with a V8 engine, rear-wheel drive, and front-wheel suspension.

FUN IN MOTION TOYS

Nockles | Ages: 5+ | MSRP: $5-25

Nockles are soft, bendable, and connectable fidget toys that snap together and form shapes, featuring three possible positions.

ROUND 2

AMT My Little Pony 1996 Ford Mustang Model Kit Ages: 10+ | MSRP: $35.99

Fans snap together the Mustang model, apply decals and stickers, and display the vehicle with rolling wheels and molded-in-color parts for quick, colorful builds inspired by Hasbro’s My Little Pony.

MAGNA-TILES

Coral Reef 25-Piece Set

Ages: 3+ | MSRP: $39.99

Available: July 2026

Coral reefs, tide pools, and underwater scenes join kids’ building sessions with 25 magnetic tiles and sea creature friends that are compatible with other MAGNA-TILES sets.

CARRERA REVELL OF AMERICAS

Revell Brick System — Bell Boeing V-22 Osprey

Ages: 18+ | MSRP: $299.99

Available: Summer 2026

Builders can soar into engineering challenges by using 3,730 pieces to assemble a 1:25-scale V-22 Osprey model with a 33-inch wingspan.

PLUS-PLUS USA

Pet Packets Ages: 5+ | MSRP: $4.99

With Plus-Plus pieces and stickers, animal lovers can build 2D or 3D pets like Playful Puppy, Curious Cat, Tired Turtle, Bashful Bunny, Artsy Axolotl, and Adoring Axolotl.

THE ATOM BRICK

The Atom Brick John Bull Locomotive Ages: 14+ | MSRP: $179.99 | Available: Spring 2026

Pulling into the station is a 1:25-scale model of the historic John Bull locomotive, made from 2,250 mini bricks.

BUILDING & EXPLORING

BUTTERFLY EDUFIELDS

Build A Vehicle

Ages: 5+ | MSRP: $29

Available: Summer 2026

With this 4-in-1 STEM kit, young engineers can assemble wooden vehicle models while exploring concepts like motion, structure, and energy.

MONOGRAM INTERNATIONAL

Naruto Uzumaki Chibi Model Kit

Ages: 6+ | MSRP: $19.99

Available: Summer 2026

Inspired by the Naruto series, this chibi-style character is an easy snap-fit model that doesn’t require glue. The collectible includes interchangeable faces and accesso ries for customizable displays.

RED TOOLBOX

TOYISH LABS

Clixo Dino Discovery Pack | Ages: 6+ | MSRP: $29.99

This set includes 22 magnetic pieces in 11 different shapes, colors, and patterns, so kids can build their favorite dinosaurs.

JAZWARES

Stanley Jr. Wood Binocular D.I.Y Kit

Ages: 5+ | MSRP: $24.99

Budding explorers can build and customize a pair of wooden binoculars with paints, stickers, and sandpaper. When complete, kids can document their finds in the notebook using the pencils.

THE LEGO GROUP

LEGO DUPLO

Peppa Pig Family House

Ages: 2+ | MSRP: $59.99

Peppa’s family house joins playtime adventures with a two-level playset featuring five DUPLO figures, rooms, and accessories.

Hello Kitty and Friends Burger Bistro Playset

Ages: 8+ | MSRP: $19.99

After building the burger-shaped diner, kids can serve up fun with food stations, a counter, and two figures of Hello Kitty and Badtz-Maru.

TAFFY TALES

Construction Fun Flaps

Ages: 0+ | MSRP: $9.99

With this chunky, interactive board book, toddlers can lift sturdy flaps to discover the exciting process of building a home, from construction workers and vehicles to tools and materials.

THAMES & KOSMOS

V8 Race Car | Ages: 10+ | MSRP: $39.95

As tweens snap pieces to gether, they’ll assemble a model race car with a working four-speed transmission, differen tial, suspension, and visible V8 engine.

LEARNING LAB: STEM & MESH

LEARNING RESOURCES

STEM Explorers Pixel Art Pro Ages: 5+ | MSRP: $29.99

Pixel artists can build early coding, math, and finemotor skills with 750 cubes, 30 STEAM challenges, and open-ended design play.

BLUE MARBLE

Barbie Crystal Jewelry

Growing Kit | Ages: 8+

MSRP: $14.99

Available: Aug. 2026

Sparkling STEM meets DIY style as kids grow crystals on four necklace pendants and a ring, then wear or share their finished accessories.

DR ZIGS

Bubble Pollinator Kit Ages: 6+ | MSRP: $33.74

Plant-friendly bubbles carry collected pollen from flower to flower, turning outside play into a hands-on lesson about pollination and natural ecosystems.

THAMES & KOSMOS

SolarFlower | Ages: 8+

MSRP: $24.95

Available: July 2026

Solar power drives this kinetic flower sculpture, while builders explore motors, planetary gears, and renewable energy.

KLUTZ

STEAM Lab: Shark-tastic Teeth! Ages: 7+ | MSRP: $19.99

Shark fans can explore 20 replica teeth, trading cards, hands-on activities, a mix-and-pour skeleton, and a corded necklace project, all rooted in real shark science.

Source: Dr Zigs

GLO PALS

The Mini Sensory Play Jar Ages: 18 MOS+ | MSRP: $19.99

These miniature jars glow through nine soothing colors, respond to gentle taps, and support calming sensory play at home or on the go.

EDUCATIONAL INSIGHTS

GeoSafari Bugservatory Ages: 5+ | MSRP: $24.99

Young explorers catch, observe, magnify, and release bugs with a habitat featuring a large viewing window and three magnification lenses.

LUKI LAB

Clawsome! Treasure Diver: Sea Monster Edition Ages: 6+ | MSRP: $19.99 Available: July 2026

Young treasure hunters guide a claw-equipped diver to retrieve five sea monsters, including Kraken, Mosasaurus, Giant Ray, Anglerfish, and Megalodon.

FUN IN MOTION TOYS

Nockles | Ages: 5+ MSRP: $4.99-24.99

Fidget play gets snappy with connectable links and hubs that fold, shift, and merge into increasingly complex transforming shapes.

SMART TOYS AND GAMES

SmartGames IQ Flow Ages: 7+ | MSRP: $14.99

Puzzle solvers slide colorful pieces across the travel board without lifting them, working through 60 compact challenges built for brain-boosting play on the go.

HASBRO

Nano-mals Interactive Pets | Ages: 5+ MSRP: $19.99

These pocket-sized electronic pets respond to feeding, petting, dancing, and movement with lights, sounds, a color-changing heart meter, outfits, and an attached clip.

THINKPSYCH

Roll With It — The Coping Skills Kit

Ages: 5+ | MSRP: $26.99

Kids identify feelings, roll color-coded wooden dice, and practice more than 50 coping strategies using a sensory mat, a stress ball, and a reusable drawing board.

LEARNING LAB: STEM & MESH

FAT BRAIN TOYS

Air Toobz EVO

Ages: 3+ | MSRP: $124.95

Available: Aug. 2026

Adjustable airflow sends foam balls racing, hovering, and popping through endless tube builds that blend art, physics, and experimentation.

SCHLEICH

Insects Starter Set | Ages: 3+ | MSRP: $22.99

Available: Summer 2026

A butterfly, dragonfly, ladybug, and grasshopper bring backyard discovery indoors through detailed figures built for insect exploration and imaginative nature play.

JASEY’S TOY CHEST

Wooden Magnetic Mix & Match People

Ages: 2+ | MSRP: $19.99

Little hands snap together magnetic wooden people, mixing heads and bodies to create community helpers, silly characters, matching games, and story starters.

TONIES

The Letter Carriers Pocket Tonies — 4 Pack Ages: 5+ | MSRP: $24.99

Flash and Yon deliver alphabet-powered musical adventures that teach letter sounds, rhymes, and early literacy through stories, songs, and gentle humor.

GOKI

Activity & Motor Skills Board Ages: 1+ | MSRP: $29.90

Available: Summer/Fall 2026

Toddlers explore cogwheels, puzzles, a rainmaker, a mirror, and a bead maze on a freestanding wooden board designed for multisensory development.

BUTTERFLY EDUFIELDS

SmartBots Studio | Ages: 8+ | MSRP: $119

Available: Summer 2026

Young innovators can build more than 40 robotics and electronics projects with hundreds of modular pieces, reusable sensors, and plugand-play engineering that requires no coding.

ORIENTAL TRADING CO.

STEM Hydraulic Claw Activity Kit | Ages: 8+ MSRP: $21.99

Students can build hydraulic lifting machines with cardboard, brads, foam, tubing, syringes, and zip ties for classroom, camp, or after-school STEM projects.

COURAGE OVER COMFORT

What Real Social Impact Requires from Toy Leaders

by GENNA ROSENBERG, Founder, GennComm, GennComm ImaGENNation,

Innovation is often framed as something that begins with a new product, feature, or form factor.

But some of the most meaningful innovations begin with intentional leaders brave enough to build initiatives that do more. That matters because the stakes are high, and purpose-driven work rarely feels risk-free in the moment.

Toy companies and brand owners are balancing shifting consumer expectations, loud social media scrutiny, tight margins, shrinking shelf space, uncertainty from tariffs, and a business climate in which every decision is judged against return on investment. But we are

not just selling products. Through who we design for, the stories we tell, and the realities we reflect, we shape how children see themselves, understand others, and imagine what is possible in the world around them.

Real social impact does not come from checking a box or doing only what feels easy or safe. It comes from leaders willing to be vulnerable, debate, learn, and take risks. When we design for those who need it most, the impact can benefit the masses.

Mattel offers an important example. As the steward of one of the world’s most iconic brands, Barbie, Mattel has enormous brand equity to protect and much at stake when making bold decisions. Yet the company understands its influence and continues to evolve Barbie while nurturing a culture that authentically envisions broader, more inclusive, and socially responsible representation. That kind of progress does not happen by accident.

Bailey Curtis, Marketing Manager and President of Women of Mattel, describes the culture of courageous leadership within a legacy company as extending beyond the C-suite. Courage is not only what happens in the spotlight. It also happens in quieter moments at every level, when a leader encourages a mentee, direct report, or peer to step outside their comfort zone and create meaningful change through their work. It’s “a balance between taking leaps of faith for yourself and encouraging others to do the same.”

Curtis makes an important point about how teams move from intention to execution: “Involve people from strategy through assessment, communicate the vision, and give individuals time-bound

Play with Purpose

ownership tied to their strengths. That is how ideas stop living in presentations and start becoming real.”

Jess Weiner, Cultural Expert + CEO of Talk to Jess, offers another essential lens. “True inclusivity is an always-on mindset, not a check-the-box tactic,” she says. That means leaders and creators must consistently ask who is in the room, whose story is centered, who they are not thinking about, and how they can push beyond stereotypes and tropes. As Weiner makes clear, this work is not just about the final product. Courage throughout the creative process is a business advantage that fuels growth, strengthens values, builds lasting community, and creates “a deepening of audience engagement.”

Renowned researcher Brené Brown writes in her book, Strong Ground, “We cannot have courage without vulnerability.” That feels especially relevant for the toy industry today. For teams to make bolder choices while staying aligned with their brand values, they must be willing to have honest conversations, hear what they missed, and keep learning.

We have an extraordinary opportunity in front of us. In the business of play, courage is not separate from impact. It is what makes impact possible. 

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

An autistic Barbie (center) joined the Fashionistas collection of inclusive dolls this year. | Source: Mattel

CREATIVE CORNER

TOMY

SPIN MASTER

Cool Maker Charm’d Accessory Studio

Ages: 6+ | MSRP: $19.99

Available: Fall 2026

Young designers choose their charm shapes, fillings, gems, letters, or photos, then press the studio buttons to reveal wearable custom accessories.

Jixelz Remix KPop Demon Hunters Collection | Ages: 8+

MSRP: $14.99 | Available: August 2026

KPop Demon Hunters fans can build and display Rumi, Zoey, and Mira with more than 750 micro puzzle pieces, templates, and hanging display hooks.

PLUS-PLUS USA

BUDDY HEY PAL

Dragon EggMazing

Ages: 3+ | MSRP: $29.99

Kids can decorate their eggs as they spin in the decorator, then crack them open to reveal one of 12 collectible 3D-printed dragons.

Scooops | Ages: 5+ | MSRP: $9.99

This set gives kids everything they need to build colorful cones, sundaes, and swirls, offering tons of possible combinations and repeated creative play.

SKY CASTLE TOYS

Jelly Cakes | Ages: 5+

MSRP: $6.99 | Available: July 2026

Kids can mix cake-shaped layers of slime and clay, uncover mystery surprises, and collect creator-led compounds from Chillin’ with Rachel

Source: Hey Buddy Hey Pal

STEP2

Harmony All in One Activity Table | Ages: 3+

MSRP: $199.99

This activity table shifts from train play to art projects, featuring built-in bridges and tracks on one side and a flat wooden surface on the other.

HASBRO

WECOOL TOYS

Just Dough | Ages: 3+ | MSRP: $12.99

Each charater-themed set includes gluten-free rice dough, tools, and calming scents for a sensory arts-andcrafts activity.

Emotions Dough Sensory Craft Kit

Ages: 3+ | MSRP: $19.99

This sensory play kit includes scented dough, reusable mats, an art board, and activity prompts that help kids learn about their feelings.

Play-Doh Donut Drop

Shop Playset | Ages: 3+

MSRP: $40

Pretend bakers crank classic, filled, and fancy Play-Doh donuts onto the base, then customize their creations with icing, frosting stamps, and sprinkles.

KLUTZ

Color & Shrink Charms:

Kawaii Style | Ages: 8+

MSRP: $22.99

Crafters color, shrink, glaze, pin, and link more than 65 kawaii-style punch-out designs into charms, pins, and moving mini creations.

LUKI LAB

My Charmed Castle | Ages: 6+ | MSRP: $24.99

A secret-button castle reveals 10 jewelry boxes filled with charms and beads, giving young designers bracelets, necklaces, and display-ready storage.

MAKE IT REAL

Rock Dough: Glowing Garden Ages: 6+ | MSRP: $14.99

Sculpt air-dry Rock Dough into stone-like creations, then decorate them with acrylics, glowin-the-dark paint, and whimsical decals.

CREATIVE CORNER

SMART TOYS AND GAMES

SmartGames Logic Lane Ages: 3+ | MSRP: $27.99

Kids can stack and arrange wooden blocks to match colorful house challenges, building spatial reasoning, logic, and fine motor skills across 48 puzzles.

CRA-Z-ART

RoseArt Peanuts Pins Puzzle Ages: 10+ | MSRP: $11.99

Piece together a 1,000-piece RoseArt puzzle featuring Snoopy, Charlie Brown, Woodstock, and the gang in colorful enamel-pin style.

PALADONE

Jelly Bands

Ages: 4+ | MSRP: $9.99

CRAZY AARON’S

Crazy Aaron’s Strawberry Shortcake Slime Charmers Ages: 3+ | MSRP: $12

Stretch, squish, and decorate Strawberry Shortcake-inspired scented slime with character charmers and bingsu beads for a collectible sensory play experience.

SPIN MASTER

Kinetic Sand Sweet Station Ages: 5+ | MSRP: $14.99

Available: Fall 2026

Pretend play gets squishably sweet with Kinetic Sand, candy molds, rollers, a roll tray, and a spatula for sensory dessert creations.

RIDLEY’S GAMES

Star Wars Death Star Double-Sided Jigsaw Puzzle and Trivia Ages: 12+ | MSRP: $28

Star Wars fans can assemble a 1,000-piece double-sided Death Star puzzle, then test their Imperial knowledge with 25 trivia questions about the superweapon.

Peel apart the reusable bands, then pop in scented tiles, letters, character icons, and jewels to customize your own bracelet.

RED TOOLBOX

Stanley Jr. Kids Wood D.I.Y Compass Kit Ages: 5+ | MSRP: $21.99

Budding explorers can build and decorate an 18-piece wooden compass, then use the included notebook and pencils to document outdoor discoveries.

Ispend a lot of time thinking about the way people discover, learn, and connect with each other and the products they bring into their lives. After experiencing the scale of digital reach and the impact of in-person connections in the tabletop gaming industry, I believe, more than ever, that the human element is what makes all the difference.

This belief was top of mind when shopping for a friend’s daughter’s birthday gift. To be

efficient with time, my friends and I hopped online, finding fun in clicking through the infinite search results for “best gifts for a three-yearold.” But an hour and 20 items in the cart later, this method had lost its efficiency. We played roulette to decide which item got our money and said, “We’ll see.”

This is how billions of purchases are made every day, with urgently made decisions and time sold to the highest bidder. Online brands spend hours refining the perfect catchphrases to convince someone their games are right for them, layering in images that place those titles directly into their carts. Millions of impressions and thousands of likes later, the games get into people’s hands, but at what cost?

cy, a hobby game store in New Jersey. My work there is grounded in something different: reviewing sales data, understanding what resonates with our customers, refining our assortment, and dreaming up meaningful in-store experiences. There’s no algorithm to guide those decisions — it’s built on experience, instinct, and real human interaction.

With more than a decade in the tabletop industry, I’ve owned two specialty game stores. In our digital age, running a brick-and-mortar business is not for the faint of heart. Margins are razor-thin, rent keeps climbing, and every week is a puzzle of making payroll and stocking new releases. But it’s in this environment that the real value of retail becomes clear.

When the doors open, shoppers trickle in, and so do their stories. I give my time to each person who walks through our door, and in return, I learn who they are and how games spark joy in their lives. Within minutes, I understand where gaming fits into their world and what themes interest them. I narrow the selection to guide their decision, and ten minutes

later, they leave with the right game. They feel seen.

Human connection is not quantifiable, but here’s what I know: If foot traffic were impressions, like an Instagram ad where a strong campaign converts around 3%, my store converts over 70%. If online return rates range from 20% to 25%, ours exceeds 35%.

What can’t be measured is the value customers feel when their time is respected. I will never grow tired of seeing the excitement in someone’s eyes as they imagine the experiences a game will bring. In return, I get to keep the lights on and do it all again tomorrow.

We’re all shoppers. Walking into a specialty store dedicated to something you care about is incredibly validating. Having an expert guide your purchase is deeply human. There is no real replacement for that experience online.

This is also why I’ve found such a strong home within Women in Toys, Licensing & Entertainment (WiT), where I’m proud to be a member and help lead its tabletop learning community. And at

its core, WiT operates on the same principle as a great specialty store: connection, knowledge-sharing, and elevating people through genuine human interaction.

I can’t imagine life without the convenience of having everything at my fingertips. But I am equally grateful for the moments when I can unplug, walk into a store, and leave with exactly what I need or something I didn’t know I was looking for. 

With nearly 15 years of experience, Jennifer Graham-Macht has touched almost every aspect of the games industry, from content creation and game design to publishing and retail. For Jen, every day is an opportunity to learn and spark joy, whether creating new titles at Neon Knight Games or selling them at The Player Agency. She shares that passion for learning with her peers through the Unboxed Board Gaming Podcast; Women in Toys, Licensing & Entertainment; and more.

Source: Women in Toys, Licensing & Entertainment

Source: Ridley’s Games

SHARED ADVENTURES & HEATED BATTLES

LUKI LAB

Melon Mayhem Ages: 6+ | MSRP: $14.99

RIDLEY’S GAMES

Star Wars Bounty Hunter Bingo Ages: 6+ | MSRP: $20

Galactic bingo gets a battle twist with Star Wars character, creature, vehicle, and Bounty Hunter tokens that unlock bonus board coverage.

Players race to match melon halves, collect slices, and become the Melon Mayhem Master in a fast-paced game packed in a portable canvas bag.

THAMES & KOSMOS

EXIT: The Circus Mystery Ages: 12+ | MSRP: $17.95

A mysterious circus burglary turns game night into an at-home escape room packed with cooperative puzzle-solving, riddles, and 60- to 120-minute play.

SPIN MASTER

Rubik’s Rush | Ages: 7+ | MSRP: $19.99

Speed puzzlers press matching light patterns, racing through electronic challenges before three strikes end the round. Play solo or with friends in multiplayer mode

TOMY

Pop-Up Hello Kitty Ages: 4+

MSRP: $18.99

Hello Kitty brings an adorable twist to TOMY’s classic PopUp Pirate game as players slide bows into the barrel and wait for the surprise pop.

CGE

Codenames: Critical Role

Adventures | Ages: 10+

MSRP: $39.99

Available: August 2026

Critical Role fans embark on cooperative Codenames campaigns as a game master guides the party through new missions, shifting goals, and final-boss challenges.

LEARNING RESOURCES

PB & What?! | Ages: 5+ | MSRP: $11.99

Peanut butter-and-jelly card sandwiches stack up as players match rhymes or letters while practicing their vocabulary, phonics, and critical thinking skills.

HOOTENANNY GAMES

SNARKAS

Ages: 7+ | MSRP: $9.99

Available: August 2026

Matching numbers, epic combo plays, Zap cards, and gem bonuses fuel this redesigned, travel-friendly card game.

HASBRO

Guess Who?

Pokémon Edition Ages: 6+ | MSRP: $24.99

Pokémon Trainers ask yes-or-no questions to deduce mystery Pokémon across 48 characters, then pack the fold-up cases for travel-ready battles.

BONKERS TOYS

PrestonPlayz Pleb Slayer Sword Ages: 5+ | MSRP: $19.99

fans gear up for roleplay battles with a 16-inch foam-encased plastic sword featuring light-up effects and gaminginspired styling.

THAMES & KOSMOS

Dice Words Ages: 8+ | MSRP: $22.95

Iced beverage-themed letter dice fuel a fastpaced word game as players try to build high-scoring words before the time runs out.

CRIME NO CRIME

Crime No Crime | Ages: 13+ | MSRP: $49.95

Real-life legal scenarios become clear, card-based lessons that help teens, families, and community groups recognize risky situations, understand consequences, and make safer choices.

ZURU

XSHOT Skins Pro Series

Motorized Thrasher Ages: 14+ | MSRP: $39.99

Available: Fall 2026

Built for teen and adult foam battles, this motorized blaster fires rapid shots up to 120 feet with a 10-dart clip, tactical rail, and pro-

SHARED ADVENTURES & HEATED BATTLES

ULTRA PRO ENTERTAINMENT

Turbo Trivia

Ages: 6+ | MSRP: $29.99

Available: Fall 2026

Fast thinkers face more than 1,500 age-adapted trivia questions, fast-paced response windows, intense challenges, and adjustable timing for high-energy, family-friendly competition.

BASIC FUN!

Dungeons & Dragons Questers

Ages: 5+ | MSRP: $7.99-19.99 | Available: June 2026

Young adventurers explore Dungeons & Dragons through collectible action figures that bring fantasy creatures, heroic archetypes, and discovery-driven storytelling to play.

HASBRO

Beyblade X Sneak Attack Battle Set

Ages: 8+ | MSRP: $54.99

Available: July 2026

The Beystadium’s popup rail sends two UX Infinity Tops into surprise attacks, Xtreme Dash collisions, and fast battles powered by ripcord launchers.

KAYOU

My Little Pony Trading Card Game: Friendships Begin Ages: 10+ | MSRP: $19.99

Pony fans build decks, complete stories, and collect six starter decks featuring the Mane 6, booster packs, and cards across nine rarity levels.

PRIME TIME TOYS

Retro-Shot Tri-Fire | Ages: 8+ | MSRP: $29.99

Blaster builders assemble and customize a Retro-Shot Tri-Fire with interchangeable shells, suction cup darts, pull-down priming, and an 80-foot range.

GOKI

Guess Who I Am Ages: 5+

Available: Summer 2026

This wooden guessing game challenges players to ask yes-or-no questions, eliminate suspects, and identify mystery faces using observation and logical thinking.

SHARED ADVENTURES & HEATED BATTLES

HOOTENANNY GAMES

Sneaky Scallywags

Ages: 8+ | MSRP: $24.99

Pirate crews bluff, outwit rivals, hunt hidden gold, and weather surprise action cards in a fast-paced team game full of mischievous turns.

GOLIATH GAMES

Sequence Queens

Ages: 7+ | MSRP: $19.99

Available: Summer 2026

A royal twist on Sequence brings alliances, gemstone details, bespoke artwork, and foiled board and box elements to the High Court.

PETIT COLLAGE

Toadstool Toss

Wooden Cornhole Game

Ages: 3+ | MSRP: $30

Little competitors toss beanbags at a cheerful toadstool and frog target in a wooden cornhole game built for inside and outside play.

THE GOOD GAME CO.

The Guess List

Ages: 14+ | MSRP: $24.99

Available: Fall 2026

Rolled letter dice turn famous-character clues into a fast, funny wordplay challenge where sharper guesses score bigger points.

PETER PAUPER PRESS

Game Master Screen | Ages: 12+ | MSRP: $24.99

This four-panel screen keeps secret stats, plot twists, and mechanics hidden while giving game masters replaceable 5e-compatible sheets, gold foil, and other fantasyinspired stationery.

THE OP GAMES

Strawberry Shortcake Candy Land Ages: 5+ | MSRP: $29.99

Strawberry Shortcake and her Berry Besties travel from Big Apple City back to Strawberryland in a colorful Candy Land adventure.

READY PLAYER N

Rock Paper Scissors Wizard Croc Ages: 7+ | MSRP: $16.99

Classic Rock Paper Scissors gets wilder with wizards, crocodiles, wild cards, multi-battle turns, and flexible modes for head-to-head or group play.

For the average person, running a toy store is a fantasy. It’s also a fantasy for Troy Cefaratti, owner of Sir Troy’s Toy Kingdom, but that fantasy is purely for aesthetic purposes.

“Never in a million years did Troy think he was going to go down this path,” says Heather Marks, Vice President of Sir Troy’s. “Troy is a very math, very logic-based person.”

Now, he runs an independent toy store with three locations in Canton, Strongsville, and Solon, Ohio.

Cefaratti started his retailing journey in 1999, selling LEGO pieces and

sets online. Quickly, his business grew beyond the digital space and into a physical marketplace. In 2007, Sir Troy’s opened the doors to its first brick-andmortar location.

“As most independents know, you’re going to learn about things you never knew were even part of the process,” Marks says. “We are lucky that we have some great rep groups, and we have great people that we deal with in the industry who have really helped us along the way. I think for us, buying has always been a constant challenge. I always describe it as you’re planning for a party, but you don’t

know what anyone wants to eat, and you don’t know how many people are coming, but here, make a menu and go shopping.”

Marks credits Sir Troy’s partners with making the business possible. For example, fellow Ohio company Wild Republic lent Sir Troy’s a counter when their counter was not ready for the store’s grand opening.

“Wild Republic has always been a family-led business built on relationships; Sir Troy’s is an extension of that,” says Krystal Spahlinger, PHR, Global Direc tor of People, Operations, and Culture at Wild Republic. “Troy and Heather

were building something special for their community, and we wanted to support that in a real way. Helping with a counter, or anything else needed, is part of how we take care of our partners.”

Sir Troy’s has grown far beyond that first counter in the past 19 years. In 2022, the company launched its biggest location, clocking in at 30,000 square feet — around the size of half a football field. The stores may be bigger, but Sir Troy’s team works hard to maintain that small, local business experience that families love.

“Growing into the larger footprint, it’s hard to keep that same experience,” Marks says. “We have set places throughout the store where you’re going to encounter a team member, and they’re going to ask you if you’re finding everything okay, have a discussion with you, and enhance that experience. Our biggest competition, brick-andmortar-wise, is that if they don’t find it in our place, they’re going to Target.”

One way Sir Troy’s maintains great experiences for families is with month-

ly events, including a LEGO minifigure swap, Pokémon card trading, and more.

“I think those events that kids and parents look forward to — something free to do — are really important,” Marks says. “And it’s just fun. I have been so pleasantly surprised that minifig swap goes so smoothly, and the bartering power some of these kids have is absolutely insane.”

Sir Troy’s dedication to a positive customer experience has not gone unnoticed. The company was a finalist for The Toy Book’s Pulse of Play award in the Retailer of the Year (Independent, Specialty, Hobby) category and is known throughout the industry for bringing magic to the retail experience for kids and families.

“What I’ve learned from Sir Troy’s is that creating true ‘wow’ moments is all about building immersive, memorable, in-store experiences,” says Diane Mazzaro, Senior Director of Sales at Toysmith, one of Sir Troy’s distribution partners. “Simple but magical elements, like sitting on a throne and becoming a king or queen for a photo, turn a visit into something shareable and special. These experiential touchpoints create natural social media moments while encouraging customers

to slow down, explore, and engage. The ‘wow’ comes from those thoughtfully designed areas that invite participation, spark imagination, and make the store feel like a destination.”

Over the coming year, Sir Troy’s plans will continue its tradition of high-quality events and exciting toys and displays for kids to discover in-store. Sir Troy’s is also bringing back in-store birthday parties, a practice that was originally discontinued amid the COVID-19 pandemic.

“[We’re hoping to] continue growth and find those next things, whether it’s loving our fidgets and finding more of those, to trying to stay ahead of the curve and the trends, but really providing those quality imagination-powered toys that we believe in,” Marks says. 

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

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

Sir Troy’s Toy Kingdom fosters community through free events for kids and their families at the company’s three locations in Ohio. | Source: Sir Troy’s Toy Kingdom

INTERNATIONAL

Jason Voorhees Coin Bank

Ages: 4+ | MSRP: $24.99

Horror fans can stash spare change inside a stylized Jason Voorhees coin bank featuring his signature hockey mask and axe.

FARM TO FUN

GOKI

Holztiger Bat

Ages: 3+ | MSRP: $25.95

Spooky scene makers can add this hand-carved, maple wood bat to seasonal displays and open-ended play.

Snowy the Mouse Spooktacular

Halloween Activity Book

Ages: 3+ | MSRP: $16.99

Snowy the Mouse is back with 48 pages of frightfully fun activities for Halloween. Kids can join Snowy and his friends as they explore pumpkin patches, trick-or-treat, and discover surprises through mazes, puzzles, and coloring pages.

CASTLE CLARK

Monster Stomping: Heroes

Ages: 12+ | MSRP: $30

Players can build mutant monsters and assemble superheroes, then use cards and dice to defend their city in this strategy game.

MAGNA-TILES

MAGNA-TILES microMAGS

Spooky 24-Piece

Travel Set

Ages: 3+ | MSRP: $19.99

Available: July 2026

Tiny builders can create mini haunted houses with black and neon magnetic tiles, as well as tiles featuring friendly ghosts and pumpkin faces. The travel-ready set is compatible with other MAGNA-TILES sets.

Source: MAGNA-TILES

BONES & FRIENDS

Bones Is Back | Ages: 4+ | MSRP: $43.90

Available: Summer 2026

Families can celebrate Halloween all month long by using the glow-in-the-dark poseable skeleton and accompanying storybook to create

PLUS-PLUS USA

Monster Mash

70-Piece Tube

Ages: 5+ | MSRP: $8.99

Available: Late Summer/ Fall 2026

THE PUPPET CO.

Halloween Finger Puppet Decorations

Ages: 0+ | MSRP: $10.50

Available: Fall 2026

Spooky storytellers can play or decorate with this plush finger puppet collection, which features witches, ghosts, skeletons, pumpkins, and bats, each with hanging ribbons.

PHOENIX INTERNATIONAL PUBLICATIONS

Bluey: Spooky Stuff

Ages: 2+ | MSRP: $9.99

Available: July 2026

Little Bluey fans can press the board book’s buttons to hear spooky sounds from the show and use the built-in handle to take the Heeler-ween stories on the go.

Creative kids can build creepy-cute monsters in 2D or 3D using 70 Plus-Plus pieces in neon green, purple, orange, and black, then take their creations on the go in the travel-friendly tube.

CGE

Little Alchemists

Ages: 7+ | MSRP: $49.99

Potion makers can gather ingredients, brew mixtures, sell potions, meet goals, and unlock new components in this deduction game.

THAMES & KOSMOS

Gummy Candy Kit

Pumpkins, Bats & Ghosts

Ages: 6+ | MSRP: $12.95

Available: Fall 2026

PRIME TIME TOYS

Skelekins | Ages: 6+ | MSRP: $29.99

Available: Summer 2026

Each plush Skelekin character has reversible skins and stickers so kids can zip, switch, flip, and style the plush to their liking.

Kids can learn the science behind candy making by creating gelatin mixtures in two flavors, orange mango and purple grape, then pouring them into pumpkin-, bat-, and ghost-shaped molds. The kit includes the ingredients needed to make 48 gummies.

JAZWARES

Darth Vader Adult Women

Zentai Costume

Ages: 14+ | MSRP: $59.99

Available: Fall 2026

Adult fans can channel Darth Vader with a printed spandex Zentai jumpsuit, detachable cape, wrist openings, invisible back zipper, and plastic mask.

JAZWARES

The Mandalorian & Grogu Dress-Up Trunk

Ages: 3+ | MSRP: $44.99

Kids can roleplay as Clan Mudhorn with six dress-up pieces, including Mando costume parts, Grogu’s robe, a bandolier, mask, cape, and headpiece.

ORIENTAL TRADING CO.

JAZWARES

Imperial Remnant Snowtrooper

Youth Costume

Ages: 6+ | MSRP: $44.99

Star Wars fans can serve the Empire in a print ed padded jumpsuit with boot-top details, hookand-loop closure, and a plastic mask.

JAZWARES

Spider-Man Advanced Suit 2.0 Youth

Zentai Costume

Ages: 6+ | MSRP: $39.99

Available: Fall 2026

Young web-slingers suit up in a head-to-toe Spider-Man Advanced Suit 2.0 Zentai costume designed for Halloween, everyday dress-up, and superhero roleplay.

Beetlejuice Collectible Vinyl Duck

Ages: 4+ | MSRP: $9.99

Beetlejuice fans can summon a little Netherworld weirdness with a detailed collectible rubber duck that wears the character’s striped suit and green hairstyle.

MONOGRAM INTERNATIONAL

Freddy Krueger Coin Bank

Ages: 3+ | MSRP: $24.99

Horror fans can stash spare change inside a stylized Freddy Krueger coin bank featuring his fedora, striped sweater, burned face, and clawed glove.

PHOENIX INTERNATIONAL PUBLICATIONS

Disney Tim Burton’s The Nightmare Before Christmas: Light Up the Night Glow Flashlight Adventure Book

Ages: 3+ | MSRP: $21.99

Jack Skellington leads a flashlight-powered storybook adventure with gleaming foil pages, five themed sound buttons, and Halloween Town holiday chaos.

PICKLE EVERYTHING GAMES

Jolly Ole St. Picklelaus Ages: 3+ | MSRP: $19.99

Families can turn the Christmas pickle tradition into a giggly holiday game with a Santa-inspired pickle ornament and storybook set made for festive tree hunts.

THE LEGO GROUP

LEGO City Advent Calendar 2026

Ages: 5+ | MSRP: $34.99

Available: September 2026

Holiday builders can count down to Christmas with 24 LEGO City surprises, including festive mini builds and LEGO versions of Santa, Mrs. Claus, elves, a snowman, and a reindeer.

FIZZ CREATIONS

Grinch Gaming Ages: 8+ | MSRP: $17.50-$34.99

Available: July 2026

Retro gamers can take Whoville on the go with a Grinch-themed handheld game or an LCD keyring game. Each game is packed with arcade-like festive challenges and nostalgic designs.

CUDDLE BARN

Jingle Joys Magnet Activated Plush Collection

Ages: 3+ | MSRP: $22.99

Available: August 2026

The plush Yule Log, Christmas Tree, Milk & Cookies, or Hot Cocoa characters will light up and play a holiday tune when placed on their heads.

MONOGRAM

INTERNATIONAL

Elf Coin Bank

Ages: 3+ | MSRP: $24.99

Kids can collect spare change inside a cheerful Elfthemed coin bank that doubles as festive decor for desks, shelves, and seasonal displays.

THAMES & KOSMOS

Gummy Candy Kit — Trees, Santas & Reindeer

Ages: 6+ | MSRP: $12.95

Available: Fall 2026

Young candy makers can learn about chemistry and STEM subjects while creating up to 48 red cranberry- and green apple-flavored gummies. The kit includes tree-, reindeer-, and Santa-shaped molds.

THE CARAT SHOP

Harry Potter Time Turner Advent Calendar

Ages: 14+ | MSRP: $111.99

Available: August/September 2026

Families can count down to Christmas with 24 magical surprises inside a Time Turner-inspired calendar featuring spinning sections, lights, and an hourglass centerpiece.

LEARNING RESOURCES

Candy Construction Building Set

Ages: 4+ | MSRP: $19.96

Available: Winter 2026

Little builders can create candy structures with sticks, swirls, gumdrops, and more while practicing fine motor skills and discovering early STEM concepts.

HOOTENANNY GAMES

Dizzy Dreidel

Ages: 7+ | MSRP: $9.99

Available: October 2026

Players will race to shed their cards first during this fast-paced Hanukkah-inspired game, which features icons like menorahs and challenge cards like Leaning Latkes.

THE PUPPET COMPANY

Eco Knitted Puppets Christmas Collection

Ages: 18 MOS+ | MSRP: $34.50 | Available: Fall 2026

Holiday performers can bring Santa, a reindeer, and a snowman to life with festive knitted puppets made from recycled materials and embroidered details.

In a landscape where brands must move quickly from idea to execution, the line between creative development and manufacturing continues to blur. Bigshot Toyworks operates squarely in that space, offering brands and companies a way to translate concepts into fully realized products as a full-service creative agency.

“Since the beginning, we’ve always been a unique creative problem-solving studio,” Klim Kozinevich, CEO, Founder, and Creative Director, explains.

Bigshot Toyworks’ expertise spans character design, prototyping, and production, and it collaborates with a mix of entertainment companies, agencies, and independent creators. Whether developing retail collectibles or promotional items tied to larger campaigns, Bigshot Toyworks’ model gives it a tighter grip on each stage of development. Instead of handing off a project from one silo to the next, the team can protect the concept as it moves from idea to production.

“Sometimes we build relationships because the client comes to us because they

have no other place to go.” A brand may design a toy in-house, but it may face challenges, such as producing a fully articulated figure, Kozinevich says.

That approach reflects a broader shift in the industry, where companies are increasingly seeking streamlined partners and fewer gaps between vision and finished product. That support can be especially valuable for companies entering the toy industry from film, gaming, lifestyle, or other adjacent worlds. The company’s primary work has been transforming intellectual property into merchandise for its partners, from $5 keychains to $300 statues, Kozinevich says.

“We’re like a very cool stepuncle for our partners,” Kozinevich shares. Owning the model for a surprise bag figure can turn a previous project into giant sculptures worldwide, as was the case with Adult Swim, when it hired Bigshot Toyworks for a Rick and Morty project. It easily scaled the figures and built and managed a library of 3D assets.

Startups, Studios, and Global Brands

Bigshot Toyworks’ client list shows how wide that work can run. The studio has collaborated with established brands and entertainment companies, including Mondo, Sideshow Collectibles, UFC, Super7, Kidrobot, and Sun Bum. In some cases, the Bigshot team will plug itself into another company’s workflow.

“Sometimes a company will have to let its creative department go,” shares Bigshot’s Studio Director, Benjamin Kline, reflecting on a reality that many companies faced amid a tumultuous few years plagued by supply chain issues and tariffs. “They need a capable team that they can hire on a project basis.”

Bigshot Toyworks often gives a brand the push it needs to go bigger. “Sometimes we help a company merchandise themselves up to a certain point, and then they’re wildly successful,” Kline says.

“It just runs the gamut,” he says, noting that the company has seen the rise, fall, merger, acquisition, and bankruptcy of many brands since its founding in 2000.

From NFT to IRL

Regardless of where a project originates, the studio’s process blends digital tools with hands-on sculpting, allowing for both speed and refinement during development.

One recent project is Claynosaurz, a digital-first IP that Bigshot Toyworks is helping to shape. The family-friendly “mostly clay” dinosaurs looking for adventure launched as an NFT and has evolved to include animation and physical products, such as blind box collectibles.“I’ve been a huge fan of their characters,” Kozinevich shares. “The moment that I saw that stuff, I was like, ‘Holy crap.’” Most NFTs had “terrible art,” he says, but not Claynosaurz. “Obviously, it’s a client, they’re paying us for our services,” he adds, “but when we engage with a client that’s just as aligned as we are, it’s like that’s the perfect combination.”

“We’ve been wanting to work with Bigshot Toyworks for a long time,” offers Nic Cabana, Chief Creative Officer and Founder of Claynosaurz. “Klim brings so much expertise and care during the creative and development process.”

Crafting Original IP

While client work pays the bills, Kozinevich and his team develop original properties, using them as both creative outlets and proof-of-concept for Bigshot’s capabilities. Here There Bear, a modern reinvention of the classic Teddy Bear, reflects a character-first approach, with an eye toward cross-category extensions.

Kickstarter backers. The bear is now at its perfect size, surviving fluctuations in production and shipping costs.

“It’s like a photography maquette that you just have to take around, take photos and tell stories with,” Kozinevich says. From North Carolina to Japan, travelers and neighbors are wowed by the bear; at a family reunion, Kline’s young relatives couldn’t let a prototype go. The most fervent demographics are Generation X and grandparents, Kozinevich says.

“It’s really freaking adorable,” Kozinevich enthuses of the bear. Available in two colors, the bendable, fully articulated plush bear encourages its companions to get outside and explore the world.

Developing internal IP also informs the studio’s client work, offering fresh insight into the present-day challenges of building a brand from the ground up.

“It’s never been more important for creators — any artist on the creative side — to lean into their own stories and creative ideas,” Kozinevich says. “You’re spending your entire time helping other people make millions of dollars and chase their dreams, you’re not chasing yours.”

For Bigshot Toyworks, Here There Bear is just one of many creative dreams.

Constant Evolution

As the toy and collectibles business continues to evolve, the team at Bigshot Toyworks is expanding its scope by forging new partnerships and developing more original IP. No matter where the stories being told emerge, the team is ready to help tell them.

“We’re very excited for all the people that are trying to build

All photos courtesy Bigshot Toyworks

YOU’RE NEVER TOO OLD TO PLAY

FANROLL

Scrabble Texas Spell ’Em Ages: 8+

MSRP: $24.99

Scrabble meets poker as players roll letter dice, build high-scoring words, and bet or bluff their way through a family-friendly dice game.

KESS

EEBOO

Alchemist’s Forest 1000-Piece Puzzle

CARRERA REVELL OF AMERICAS

Revell Brick System Das Boot U-96 Submarine | Ages: 18+

MSRP: $399.99

Available: Summer 2026

Adult builders can assemble a 6,483-piece, 1:56-scale U-96 submarine inspired by complete with printed elements and a 47-inch display presence.

Ages: 12+ | MSRP: $24.99

By artist Vasilisa Romanenko, this forest scene hides owls, ravens, keys, and cozy botanical details in a sustainably sourced puzzle.

Giant D20 | Ages: 6+ | MSRP: $24.99

SANTOKI

LEGO Time by IQHK Wall Clock | Ages: 6+ MSRP: $59.99

Available: July 2026

LEGO fans can use their own brick and minifigs to personalize this 9.5-inch wall clock, then rebuild it for new themes, spaces, or seasons.

Tabletop drama gets super-sized with a 6-inch foam D20 that rolls, squeezes, tosses, and doubles as geeky game-room décor.

Source: Carrera Revell of Americas

JAZWARES

Star Wars Micro Galaxy Squadron Y-wing vs. TIE Bomber Battle Pack | Ages: 8+ | MSRP: $29.99

Star Wars fans can stage epic space battles with a 5-inch Y-wing, 5-inch TIE Bomber, and three 1-inch micro figure accessories.

FIZZ CREATIONS

Retro Gaming Color Handheld Ages: 8+ | MSRP: $34.99

Retro gamers can play PacMan, Street Fighter II, Commando, and Asteroids on portable color handhelds, complete with authentic gameplay and sounds.

PMI

Naruto Shippuden Reanimation Capsule

Edo Tensei | Ages: 6+ MSRP: $9.97

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

CRA-Z-ART

Disney Crystal Surprise Toy Story | Ages: 3+ | MSRP: $5

Toy Story fans can crack open sparkling surprise balls to discover color-change crystal mini figures, character accessories, and Cra-Z-Slimy or Cra-Z-Sand for added fun.

ZIPSTRING

ZipString Aracna Ages: 4+ | MSRP: $39.99

A wrist-mounted webshooter sends a glowing loop flying and retracting, giving trick performers more than 100 moves to learn, invent, and master.

OHKU

Giggle Monster Sprout Story Series Plush Blind Box Ages: 15+ | MSRP: $18.99

Plant-inspired Giggle Monster plush arrive in blind boxes with soft botanical styling, nurturing themes, and collectible appeal for teens and adults.

YUME TOYS

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

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

TOMY

Warhammer Tech-Priest Manipulus, Bounca, and Pink Horror Collection Ages: 12+ | MSRP: $17.99

Available: August 2026

Warhammer collectors can add soft, squeezable versions of Tech-Priest Manipulus, Bounca, and Pink Horror to their licensed plush lineup.

YOU’RE NEVER TOO OLD TO PLAY

SUPER IMPULSE

PRIMETIME SPORTS GROUP

FIFA Premium LED Foosball Table Ages: 8+ | MSRP: $329

The FIFA World Cup 2026 hits game rooms with a competition-size LED foosball table built for family nights, parties, and office tournaments.

Kanoodle Party | Ages: 8+ | MSRP: $36.99

Available: August 2026

Kanoodle goes big with a 15-inch board, 12 large pieces, 100 puzzles, 40 bonus challenges, and solo, race, or cooperative play.

PLAYMOBIL

Playmobil WWE Superstar

Blind Bags | Ages: 5+

World’s Smallest Toys & Games | Ages: 6+ | MSRP: $6.99-14.99

Classic games, toys, and collectibles shrink into functional mini formats, including fan-favorites like What Do You Meme?, Zingo!, Rush Hour, Guess Who?, Aqua Dragons, Nanoblock, and NERF.

JAZWARES

Five Nights at Freddy’s Endo Series: Toy Bonnie & System Error Toy Bonnie Ages: 8+ | MSRP: $24.99

Fans can build two versions of Bonnie from Five Nights at Freddy’s using a 6-inch Endoskeleton with more than 20 points of articulation, a variety of swappable parts, and glow-in-the-dark eyes.

MSRP: $4.99 | Available: July 2026

WWE fans unbox mystery

Playmobil WWE Superstars with accessories, then assemble, display, and build out their wrestling collections one bag at a time.

JUMBO GROUP

Hitster: The Music Party Game Ages: 16+ | MSRP: $19.99

Music fans listen to hit songs, place them in order chronologically, and turn parties into jam-driven game nights powered by streaming technology.

BANDAI NAMCO TOYS AND COLLECTIBLES AMERICA

Pompompurin Tamagotchi Nano | Ages: 8+ | MSRP: $24.99

Sanrio fans nuture and care for a Tamagotchi character with Pompompurin, play three minigames, unlock animations, and collect two device designs.

Inspired by loss, Chris ZacCarIa turned his art into purpose-driven plush.

by Annie MarIno, Editorial assistant

After 20 years in corporate America, Chris Zaccaria stepped away from his full-time job to pursue something more personal: art. Following the loss of his mother and during a time when he was painting in secret, Zaccaria felt a sense of urgency to create something joyful and share it with the world. This feeling eventually led to the birth of Schnerds, a line of campy characters that now come in plush form. In September 2023, Zaccaria was commissioned to create “A Moment of Joy and Happiness,” a mural in Belgrade, Serbia, which features the Schnerds in all their colorful, zany, and welcoming glory, perfectly placed between a school and a playground.

Three months later, the artist quit his job and began working full-time on building the Schnerds brand. “After I painted [the mural], I was still there, and I had this realization… I was like, ‘Why am I so happy?’ What I realized was that until that point, my dreams and my goals had never been aligned. My goal was always to get this job, have this thing. But my dream was to be this creative person who’s a force of good in the universe.” That force is a collection of characters, each based on an emotion or experience, with a focus on communication and loving one another. There are currently five Schnerds in the lineup: Love Yourself Schnerd, Hobart, aka Trash Schnerd; Darlene, aka Blue Schnerd; Juniper, aka

Hobart and Darlene are a part of the Schnerds Herd. | Source: Schnerds

Schnerdmarine; and JimBob, aka Schnerdfish. Each Schnerd fosters traits of self-acceptance and resilience and comes with a Certificate of Adoption for kids to sign — a promise “to help this Schnerd navigate the Schnerdiverse in sickness and in health.”

“I love the idea of these plush toys and characters being things that you can just use your imagination to play with,” Zaccaria says. The Schnerds team is continuing to expand the Schnerdiverse, with plans to develop animated Schnerds-themed shorts. This summer, two books aimed at kids in kindergarten through fourth grade are slated to be released: Darlene Is Going Through It and Hobart’s Sugar Habit. These titles build on Schnerds’ existing book, Schnerds Seek the Something, which targets an older audience and is available to preorder now. For the holidays, fans can welcome a new Schnerd, Arg, who embod ies anger. Arg is angry because “he’s from the Gowanus Canal, so his home life is toxic,” Zacarria says. The Gowanus Canal is a polluted waterway in Brooklyn, New York, home to the Schnerds team. “[Arg’s] goofy because there’s an element of ridiculousness in anger…. It’s a reminder, to myself, included, when we act out, we don’t accomplish anything.” With the Schnerds’ stories fully developed and the foundation in place, attention is turning to driving sales and securing retail placement.

Zaccaria wants parents to know that Schnerds can help kids “feel more seen, to feel less alone, and to really understand that there is a place for them in the world.” A defining element of Schnerds is their embrace of neurodiversity, which is some thing deeply personal to the creator’s heart. “It came from the people in my life who were close to me, and just seeing them being well-intentioned and struggling to communicate what it is they were feeling,” he explains. Witnessing this shaped the brand’s central theme.Schnerds help people feel like they belong, no matter what, because they are “relatable… not aspirational.”

Becoming a part of the toy industry has made Zaccaria feel “significantly more optimistic.” “I always felt like I was a Technicolor person on a black and white background,” he says. “At Toy Fair and in the toy industry, it just feels like things are much brighter.” This year, Schnerds won the Warm Welcome Award, part of Toy Fair New York’s Reimagination Awards, honoring exhibitors with a hospitable booth.

Schnerds encourages everyone to be kind to themselves and to one another. For Zaccaria, art and toys are deeply intertwined, each offering a means of connection, imagination, and comfort. At its heart, Schnerds helps people feel less alone, sending a powerful message to kids and parents that we all belong. Schnerds invites everyone to embrace compassion, celebrate individuality, and ultimately, become a part of the Schnerds Herd.

Schnerds won the Warm Welcome Award at Toy Fair New York. | Source: Chris Zaccaria

Schnerds spreads a message of love and positivity. Source: Schnerds

CUTE, CUDDLY, & COLLECTIBLE

THE PUPPET CO.

Wilberry Jungle Friends

Ages: 0+ | MSRP: $30

These soft, plush jungle companions, featuring a lion, elephant, and giraffe (pictured), bring nursery-friendly colors and display appeal to baby and toddler gifting.

ZURU

Fuggler Baddies 9-inch Fuggs

Ages: 0+ | MSRP: $11.99

Available: Fall 2026

Fuggler’s plush troublemakers go full baddie with these new 9-inch characters rocking wild prints, fierce attitude, high-fashion flair, and signature quirky charm.

TY INC.

Ty Beanie Babies

Ages: 3+ | MSRP: $6.99+

Ty’s updated Beanie Babies lineup adds bigger, softer plush, extra beans for seated poses, Beanie Clips, and licensed characters, including Bluey and Dumbo.

POP MART

Teletubbies “Say Hello” Series Figures

Ages: 3+ | MSRP: $23.44 Single Box; $191.92 Whole Set

Teletubbies get a collectible twist with these plush keychain pendants that stand 5 to 6 inches tall and feature flower- and toastthemed designs. Each character comes in a surprise box.

WILD REPUBLIC

Tummykins

Ages: 0+ | MSRP: $9.99-21.99

Tummykins are kawaii-style ultra-plush animals featuring a soft-luster fabric feel, and oversized

Source: Pop Mart

CUDDLE BARN

Sugar Cubies Scented Mini Surprise Plush Series 1

Ages: 0+ | MSRP: $12.99

This collection of scented cube-shaped plush comes in blind boxes, with five styles to discover: Blueberry Bear, Watermelon Kitty, Pineapple Penguin, Strawberry Bunny, and a mystery Cubie.

YUME TOYS

Hello Kitty and Kuromi DZNR Soccer Series

Ages: 0+ | MSRP: $14.97

Sanrio fans can collect Hello Kitty and Kuromi plush in country jerseys and flag capes representing the U.S., Spain, Mexico, France, Brazil, and Argentina.

JAZWARES

Yo Gabba Gabba!

Dancey Dance Brobee

Ages: 3+ | MSRP: $19.99

Brobee gets kids moving with three song clips, more than 10 sounds and phrases, and hands-on dance play inspired by the Yo Gabba GabbaLand kids show.

TANGLE

Tangle x Hidden Wooo

Diudiu Baby Mallow

Bears Plush Keychain

Ages: 3+ | MSRP: $20

Sensory play meets plush art in these twistable keychains of adorable, soft diudiu baby bear characters. They’re perfect for fidgeting, collecting, and everyday carry.

BUT CUTE

but cute: Peeko, Luna, Claude, and Dulce Ages: 3+ | MSRP: $49

These emotionally expressive plush bring feelings like anxiety, awkwardness, grumpiness, and more to life in soft plush form, built for comfort and connection.

SPIN MASTER

GUND 9-Inch Plumpkins

Ages: 0+ | MSRP: $25 | Available: Fall 2026

Chunky, charming animals, including a sloth, cat, panda, and pig, are made into plushies featuring ultra-soft, velvety fabric and squishy shapes.

GIFFA USA

My Moodies

Ages: 3+ | MSRP: $9.99

This collection of weight ed, five-inch sensory plush helps kids identify emotions such as happy, sad, anger, fear, and surprise.

MGA ENTERTAINMENT

Hyojo

Ages: 8+ | MSRP: $10.99

This sweet surprise box series features vinyl face plush designs inspired by kid-favorite snacks and candies, including Hershey’s, Reese’s, Jolly Rancher, Hostess, ICEE, Blow Pop, and more.

CUTE, CUDDLY, & COLLECTIBLE

LUCKY ARC USA

MerMates | Ages: 3+ | MSRP: $4.99-9.99

Available: Fall 2026

ZURU

CUDDLE BARN

Wawa Fits, Wawa Sits Blind Box Series 2 | Ages: 0+ | MSRP: $12.99

Wawa the frog returns in blindbox plush keychain clips tucked into sweet treat styles, including Boba, Hot Cocoa, Sundae, Butter, and a Taiyaki mystery.

Starbox Sad Baby Care Bears

Kids can dive into under-the-sea adventures with Finlay, Kelpie, and the MerMates plush crew. Online webisodes on friendship, fun, and learning will support this wave of characters.

CRA-Z-ART

ButterLuvs

Ages: 3+ | MSRP: $4.99

These butter-soft collectible plush characters, including Bunny, Monkey, Pink Bear, and Capybara, offer cozy textures and adorable personalities.

JAZWARES

Squishmallows

Ages: 3+ | MSRP: $5.99-39.99

Squishmallows provides ultra-soft plush in multiple sizes, personalities, and line extensions, including HugMees, Squish-Doos, Stackables, FlipAMallows, and Squishville.

Ages: 3+ | MSRP: $16.99

Available: Fall 2026

Care Bears collectors can clip or display Sad Baby figures dressed in signature Care Bears suits, with a rare charac ter chase adding to the blindbox excitement.

THE PUPPET CO.

Wilberry Plush Dancers

Ages: 0+ | MSRP: $28.50

Mini plush dancers in tutus and ballet shoes bring soft pastels, cuddly textures, and charm to collectors’ shelves.

BONKERS TOYS

Aphmau 6-Inch Mystery MeeMeow Plush Fruit Collection | Ages: 5+ | MSRP: $11.99

Fans of Aphmau, the mega Minecraft You Tuber and gamer, can unbox fruit-themed MeeMeow plush, including Cherry Cat, Kiwi Cat, Banana Cat, Dragon Fruit Cat, Watermelon Cat, and more.

SPIN MASTER

GUND Hidden Pigeon Plush Collection

Ages: 0+ | MSRP: $28 | Available: Fall 2026

Mo Willems characters become GUND plush in a keepsake collection featuring The Pigeon, Piggie, Gerald the Elephant, and Knuffle Bunny with storybook-inspired details.

YOONIQUE

Cozy Critter Café

Ages: 3+ | MSRP: $7+

Dessert and beverage-inspired plush animal clip-ons arrive in scented mystery boxes, including Mocha Bear, Boba Bunny, Tarte Fox, Waffle Sloth, and more.

TY INC.

Ty Beanie Bouncers

Ages: 3+ | MSRP: $5.99

These patented, personality-packed plush bouncy balls deliver big vibes in a small package, featuring a variety of licensed and original characters.

MGA ENTERTAINMENT

L.O.L. Surprise! Plush Surprise Ages: 3+ | MSRP: $19.99

L.O.L. Surprise! gets softer with six collectible plush keychain characters, with seven surprises per unboxing, including Rare or Ultra Rare finds.

WILD REPUBLIC

Poppykins Ages: 0+ | MSRP: $53.99

These ultra-plush animals combine soft textures with built-in popper features, creating a soothing sensory experience through tactile play.

JAZWARES

BumBumz Bluey Bumz — 7.5-inch Plush Ages: 3+ | MSRP: $7.99

Bluey and friends now come in BumBumz form. Kids can collect Bluey, Muffin, Bingo (pictured), and Gerald. These plush are perfect for snug gles, playtime, and character collecting.

TONIES

MONOGRAM INTERNATIONAL

Strawberry Shortcake Series 2

Blind Bag Figural Bag Clip

Ages: 4+ | MSRP: $7.99

Strawberry Shortcake mystery figures clip onto bags, keys, and daily gear, giving kids collectible character accessories with blind-bag surprise appeal.

Cuddle Tonies Collection Ages: 3+ | MSRP: $29.99

Cozy fleece charac ters turn Toniebox lis tening into snuggle time with familiar stories, soothing sounds, calm play, and huggable comfort before bedtime.

OZ CREATIONS

Olympia Doll and Story Collection Ages: 6+ | MSRP: $54.99 each

Young storytellers can explore mythology with 12-inch poseable dolls inspired by Artemis, Athena, and Venus, each paired with accessories, a companion animal, and an illustrated story.

CIMMIKIDS

Seaglimmers | Ages: 10 MOS+ MSRP: $12-45 | Available: Fall 2026

This eco-conscious plush collection introduces little ones to a mermaid family with nurturing dolls, including Mama Glimmer, Papa Glimmer, and the Glimmer Girls.

SCHLEICH

Lakeside Truck & Trailer Ages: 5+ | MSRP: $99.99

Horse lovers can load figures, tack, grooming tools, barrels, a dog, and horses into the truck and trailer for Western riding adventures.

ENTERTAINMENT

Bratz’s 25th Bratzaversary Doll Ages: 14+ | MSRP: $49.99

Collectors can celebrate 25 years of Bratz with Gaia, a chrome-clad fashion doll featuring sculpted details, fiery red hair, and a special anniversary charm.

Source: Oz Creations

LUKI LAB

Sweetopia | Ages: 5+ | MSRP: $14.99

Kids can flip cakes and pastries that turn into princesses and pets with these playsets, which pop open for compact adventures at home or on the go.

COROLLE

Sweet Heart Bear

Ages: 9 MOS+ | MSRP: $41.99

Available: Spring/Summer 2026

Little ones can cuddle this 12inch doll with a soft, bead-free body, vanilla-scented vinyl details, textured fabrics, and a write-in label.

HASBRO

Peppa Pig

Ready, Pedal, Go Peppa

Ages: 3+ | MSRP: $39.99

Available: July 2026

My Mini Birthday Series 1

Ages: 3+ | MSRP: $9.99

Available: Fall 2026

Each birthday-themed mystery capsule in this series reveals a mini baby doll with cakes, balloons, gifts, party props, and playset pieces to build festive scenes.

Preschoolers help Peppa learn to ride her bike, then push her forward to trigger magical pedaling and more than 75 sounds and phrases.

MATTEL

Barbie Signature Collection Masters of the Universe He-Man and Teela Ages: 6+ | MSRP: $55 each

These He-Man and Teela collectible dolls feature premium movie-inspired detailing and articulation and come in collector-friendly window boxes.

JC TOYS GROUP

Bonbebé Realistic Dolls and Accessories

Ages: 2+ | MSRP: $49.99+

Available: Summer 2026

Little caregivers can nurture lifelike Bonbebé dolls with soft bodies, hand-painted details, coordinated fashions, and matching accessories.

PLAYMOBIL

Playmobil Monster High Bloodgood’s Office

Ages: 5+ | MSRP: $44.99

Available: July 2026

Monster High fans can haunt Headmistress Bloodgood’s office with gothic décor, school relics, a desk, and glow-in-the-dark spiderwebs for play or display.

JILLY BING

Riley Doll | Ages: 2+ | MSRP: $68

This 14-inch doll, inspired by Asian Caucasian heritage, features lifelike features, movable joints, soft hair, and a transformable bucket hat.

ADORABLE, FASHIONABLE, & ADVENTUROUS

DJECO

Tinyly Collection

Ages: 3+

MSRP: $16.99-71.99

This collection of playsets features miniature dolls and their companions that store inside the set, which doubles as a carrying case.

PLAYMOBIL

Playmobil Barbie

Water Park | Ages: 4+

MSRP: $99.99

Available: June 2026

The Barbie Water Park features two slides, a pool kids can fill with real water, and has ticketing, splash, and play features.

HASBRO

Play-Doh Barbie

Designer Pattern Studio

Ages: 5+ | MSRP: $39.99

Available: July 2026

Aspiring designers crank Play-Doh compound into patterned sheets, then cut and shape custom skirts, tops, and design details for Barbie dolls.

COROLLE

Bébé Bath Océane — Shells | Ages: 18 MOS+

MSRP: $49.99 | Available: Spring/Summer 2026

Designed for bathtime and water play, this 12-inch baby doll floats and dries by hanging from a sewn-in back tab.

THE LOYAL SUBJECTS

Jem and the Holograms Fashion Dolls Ages: 3+ | MSRP: $29.99

Twelve-inch fashion dolls of Shana, Aja, and Kimber feature 28 points of articulation, instruments, and accessories. Stage-inspired packaging and music-playback elements support both performance play and collector display.

BREYER

Nora & Boots — Breyer Western Horse & Rider

Ages: 4+ | MSRP: $32.99

Horse lovers can ride into Western adventures with Nora, her bay pony Boots, riding gear, a saddle, bridle, hair bows, and grooming accessories.

HASBRO

Baby Alive Burt’s Bees

Moonlight Cuddles

Ages: 18 MOS+

MSRP: $29.99

Available: November 2026

Bedtime routines get a nurturing twist with this soft Baby Alive doll, featuring Burt’s Bees Baby-inspired pajamas, a bee plushie, and accessories.

SCHYLLING

LOUNGEFLY

My Little Pony x Loungefly Collection Ages: 18+ | MSRP: $12.98–14.98

Equestrian style always shines bright with mini backpacks, crossbody bags, and wallets inspired by the magical world of Hasbro’s My Little Pony.

NeeDoh Nice Cream Cone Ages: 3+ | MSRP: $4.99

NeeDoh toys get a sweet twist with a 3.5-inch soft-serve squish on a stretchy cone, available in three assorted colors.

BLUE MARBLE

Barbie Chemistry Activity Lab

Ages: 8+ | MSRP: $24.99

Available: July 2026

Tweens can join Barbie in the world of STEM by conducting 20 different chemistry experiments, including creating glowing worms, fizzing reactions, glow-in-the-dark chalk, purple slime, and more.

SANTOKI

LEGO Pen Pal Gel Pen & Building Toy Botanical Yellow Ages: 6+ | MSRP: $7.99

Available: July 2026

Blending note-taking and brick-themed fun, this smooth gel pen features playful pops of yellow on two built-in 1x4 LEGO plates.

GOLIATH GAMES

YaGoBuGi | Ages: 8+ | MSRP: $14.99

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

Source: Loungefly

NSI INTERNATIONAL

LamaTama Series 1 Individual Blind Box

Ages: 3+ | MSRP: $14.99

LamaTama figures answer yes-or-no questions with nods or head shakes, turning blind-box collecting into an electronic fortune-telling play experience. Series 2 is also available.

BASEBALL LIFESTYLE 101

NERF x Baseball Lifestyle 101 Collection | Ages: 6+

MSRP: $26–50

Sporty apparel and accesso ries embrace NERF styles with bold graphics and silhouettes that chan nel the adrenaline of a foam-blast ing battle.

LEARNING RESOURCES

Scramboozle!

Number Jumble

Ages: 6+ MSRP: $12.99

KLUTZ

Beadlings

Ages: 8+ | MSRP: $22.99

Tweens can create 24 itty-bitty designs for charm bracelets, key chains, and accessories using more than 3,500 seed beads in nine different colors.

HASBRO GAMES

Monopoly

KPop Demon Hunters

Ages: 8+ | MSRP: $24.99

Available: August 2026

Players can test their star power by rehearsing at iconic venues, winning awards, and hunting demons in a Monop oly edition inspired by Netflix’s KPop Demon Hunters.

Players will jumble the numbers and turn the puzzle to solve a variety of challenges that’ll test their spatial reasoning, logic, and critical thinking skills.

KAYOU

KPop Demon Hunters Trading Cards

Ages: 8+ | MSRP: $1.99–4.99

KPop Demon Hunters fans can collect and share Classic and Energy Edition trading cards with multiple rarity levels, serialized chase cards, and more. Future waves include limited-edition sets and mini cards.

MASTER TOYS AND NOVELTIES

Squishy Big Dill Pickle

Ages: 3+ | MSRP: $5.99

Available: Summer 2026

This sand-filled Big Dill squishy serves up a crunchy-looking, refreshing fidget feel made for handson sensory play.

JAZWARES

Cheer Bear Youth

Onesie Costume

Ages: 6+ | MSRP: $37.99

Available: Fall 2026

Cheer Bear brings cozy costume play to tweens with a plush hooded onesie, relaxed fit, and signature rainbow belly badge for Halloween or every day dress-up.

CIRCULARITY RISING

The future of toys is being made closer to home — with personalization and sustainability built in from the start.

by MALTE NIEBELSCHUETZ, The Sustainable Toy Guy

The toy industry doesn’t have a sustainability problem. It has a system problem.

For decades, the toy industry built its supply chain around scale. Make products far from the consumer. Ship them across the globe. Forecast demand months in advance. Then, hope the market shows up.

THE MODEL WORKED UNTIL IT DIDN’T

It delivered growth, efficiency, and margin, but it also left the industry exposed. Over the past six years, those weak points have been impossible to ignore. The COVID-19 pandemic shut down factories. Ports backed up. Freight costs surged. Trade policy shifted with little warning. Global conflicts put pressure on key shipping routes.

What once looked like a finely tuned global machine turned out to depend on a handful of vulnerable choke points. That’s the real issue. This is not a temporary disruption. It’s the new normal.

While the industry has embraced sustainability more and more, and rightly so, we need to raise a much more fundamental question: How do we ensure product availability in an unpredictable world? Sustainability becomes irrelevant if the product doesn’t even arrive in the first place.

But sustainability, in its current form, is failing to scale. Not because the idea is flawed, but because the system it is trying to operate within was never designed for it. We added sustainability as a layer to a system that was designed for cost.

Products are still developed, produced, and distributed for a linear life cycle. What we need is a systematic shift towards circularity that actually becomes a competitive advantage, not a burden. But right by the time circularity enters the conversation, through resale, refurbishment, or recycling, most of the economic and material decisions have already been made. We are trying to fix the end of a system that was never built for change.

This is why progress feels slow. We need to get back to the design table.

The real shift is not happening at the end of the life cycle. It is happening at its very core. At production. Producing closer to the customer, in smaller batches, and increasingly on demand, fundamentally changes the equation. It reduces de-

The Steiff Personalized Teddy Bear Experience at FAO Schwarz in New York City offers families the opportunity to customize their own bear. | Source: FAO Schwarz

pendence on long, fragile supply chains, minimizes overproduction, and enables responsiveness that the current system can’t provide.

PERSONALIZATION AND REACTING TO TRENDS IN REAL-TIME

Anyone who attended Toy Fair New York this February and visited FAO Schwarz may have already seen early signals of this shift. A large part of the instore experience today revolves around customization and personalization. The toys, from companies like Brio, BuildA-Bear Workshop, Funko, Schleich, and Steiff, are being customized on the spot. The trend is clear: consumers are drawn to products that feel immediate, unique, and connected to the moment. Yet, these experiences are layered on top of the existing system. In many cases, the product is still produced elsewhere, shipped across the world, and only finalized at the point of sale. But that personalization makes the toy special, keeping it in play longer — perhaps as a cherished heirloom enjoyed by kids for generations.

The real opportunity is far more fundamental. Not only customizing products in-store, but also producing them there completely. With 3D printing, we are already seeing the first applications of this concept.

Local, on-demand manufacturing changes the job for everyone in the chain.

For retailers, it means less guesswork. Stores can carry less inventory, respond faster to demand, and become places where products are made rather than just sold. Imagine a child walking into a toy store and seeing their toy being made from locally recycled material.

For manufacturers, control is the upside. Localized production shortens lead times, reduces dependence on overseas supply chains, and gives companies room to respond when demand shifts or disruption hits. It also creates the opportunity to capitalize on trends while they’re hot.

WHAT IS CIRCULARITY?

Circularity is the next evolution of sustainability. Circularity means designing toys that never become waste. They are either turned into new products or become nutrients for the earth. Instead of “make, use, dispose,” circular systems keep materials in use through reuse, repair, and regeneration, creating long-term value without relying on constant new resource extraction.

THE TOOLS ARE ALREADY HERE

Robotics, automation, and digital manufacturing have advanced far enough that small-scale production is no longer some far-off concept. The problem is that much of this technology is being used to support the same strained system: bigger runs, longer supply chains, and production models built around distance.

THIS CANNOT BE THE ENDGAME

The industry does not need better tools for an outdated model. It needs a model built for how the business actually works today. Before that shift can happen at scale, companies have to make the idea tangible. Retailers, manufacturers, and consumers need to see it work in real time — not tucked away, hidden inside a factory, but in the public eye as part of the shopping experience itself.

Most families don’t think about supply chains when they walk into a toy store. They look at the price, the play value, and whether the toy feels worth bringing home.

That changes when they can see part of the process for themselves. A figure being finished in-store, a component be-

ing printed, or a product being customized on the spot gives the item a different kind of value. It is no longer just another box on a shelf, and it’s an experience that a product page on a website could never provide. Kids can see part of their toy come to life in real-time.

Manufacturers gain the ability to test demand in smaller, smarter ways. In toys, that matters. A bad forecast lives beyond a spreadsheet. It ends up on clearance. Or worse yet, in a landfill.

CHANGING THE GAME

Sustainability becomes more practical when it is tied to the product itself. If a toy can be made closer to the point of sale, it can also be tweaked, repaired, refreshed, or remade with less waste. That is easier for consumers to understand than another broad promise about “doing better” that they see on the news or as a callout on a box.

In the future, toy companies won’t win because they manufacture cheaper. They’ll win because they manufacture smarter. It comes down to more control, shorter runs, faster pivots, and less dependence on a distance-based system. The future is local, responsive, and built for resilience with zero to little waste. 

Malte Niebelschuetz, known as “The Sustainable Toy Guy,” is advocating for a more eco-driven future in the toy industry.

As the founder of Shore Buddies and Brands 4 Change, he presents a passionate voice for sustainability, innovation, and resilient supply chains.

Above: A render of the new LEGO factory in Virginia

Source: The LEGO Group | Left: The Original Wigglitz Real-Time Collectibles used 3D printing to bring the viral Punch & Friend to specialty retailers, including Learning Express. | Source: The Toy Book

Source: stock.adobe.com

In today’s specialty toys and gifts market, differentiation is not only defined by price point or product choice. Consumers are paying closer attention to how products are made, want to purchase responsibly, and favor companies committed to sustainability. For independent retailers and smaller brands, this shift represents a meaningful sales opportunity. Ethical sourcing is fast becoming one of the most powerful ways to build trust, strengthen loyalty, and compete in a landscape increasingly dominated by big-box retailers.

Larger retailers may win on price, but specialty retailers always win on connection. They understand their communities, curate with intention, and offer products with a story. Ethical sourcing adds a compelling layer to that story. Buyers and conscious consumers are asking deeper questions: Who made this product? Under what working conditions? What materials were used? Is the supply chain responsible, transparent, and safe?

For many small businesses, the challenge isn’t a lack of interest in ethical supply chains; it’s the complexity of achieving them.

Vetting suppliers, verifying compliance, ensuring proper documentation, and maintaining ongoing oversight can feel overwhelming without a dedicated

THE FUTURE IS RESPONSIBLE

A Playbook for Specialty Retailers

by CARMEL GIBLIN, President & CEO, Ethical Supply Chain Program

team. That’s where ethical sourcing programs and established industry networks are helping companies of all sizes to meet this increasing consumer need and secure a strategic advantage.

LIMITED BUYING POWER DOESN’T HAVE TO MEAN FEWER OPTIONS

One of the toughest realities for independent retailers and emerging brands is negotiating power. Retail giants can secure better terms simply because of their volume. Smaller businesses are often left choosing between higher costs and longer lead times. This is where leveraging a vetted network of toy manufacturers becomes a game-changer.

Rather than starting from scratch, cold-calling factories, relying on referrals, or online supplier directories, businesses can benefit significantly from plugging into an established network of manufacturers that are already reviewed and qualified. Access to experienced, reputable suppliers reduces risk, saves time, and levels the playing field.

ETHICAL SOURCING CAN BE SCALABLE, NOT BURDENSOME

Many small business owners believe that ethical sourcing requires building an internal compliance department. This is not true. Many initiatives are reshaping the future of supply chain sourcing, creating scalable systems and programs that offer expert support and make ethical manufacturing more accessible to businesses of all sizes.

Programs like the Ethical Supply Chain Program serve as a bridge, providing structure, standards, and accountability while helping businesses identify suppliers that meet expectations. Instead

of each small company reinventing the wheel, aligning with a credible, ethical sourcing framework can help protect brand equity while strengthening consumer confidence.

THE LONG-TERM PAYOFF: LOYALTY AND RESILIENCE

Ethical supply chains build business models that can endure. Increasing consumer expectations and regulatory requirements, combined with greater transparency through social media and other tools, are changing the landscape. Companies that adopt responsible sourcing practices early are positioning themselves ahead of the curve.

For specialty retailers, the long-term payoff is not only stronger customer loyalty, but stronger operational resilience. When you source through trusted partners and verified networks, you reduce disruptions, improve product consistency, and build supplier relationships to delight very brand-loyal consumers seeking products that align with their values.

Ultimately, the specialty toy and gift market has always been driven by meaning. Ethical sourcing reinforces that with integrity. For more information, please visit www.ethicalsupplychain.org. 

Carmel Giblin has been the President and CEO of the Ethical Supply Chain Program since February 2015. She is responsible for the organization’s global success. Giblin passionately believes that businesses globally have a duty to behave responsibly at all times, protecting the rights of their workers, the communities in which they operate, and the environment in which they live and work.

Source: Informa

BRAND LICENSING EUROPE 2026 SETS THE STAGE FOR LICENSED PLAY

From kidults and collectibles to cross-generational fandom and entertainment-based IP, BLE returns to Excel London with a sharp focus on the future of play.

by ELLA HAYNES, Event Director, Brand Licensing Europe

For nearly a century, toys have been the beating heart of the children’s consumer products market, and licensing has been one of its most powerful engines. Across Europe and beyond, the world’s biggest toy successes often stem from the world’s biggest brands. Nowhere is that connection more visible than at Brand Licensing Europe (BLE), the continent’s leading meeting place for toy retailers and manufacturers looking to discover IP that can inspire the next generation of must-have products.

BLE returns for its 27th edition this

fall, and this year brings a new opportunity: BLE launched an open call for speakers, inviting retailers, manufacturers, brand owners, and trend specialists to apply for a place on the License Global Main Stage. The deadline is July 31, and applications are open at brandlicensing. eu/about/call-for-speakers.

One of last year’s most popular sessions — the exclusive European market data presentation from License Global and Licensing International — returns on day one. For anyone in toys, it offers a timely look at what’s shaping the market.

THE MARKET UPSWING

At London Toy Fair earlier this year, Circana confirmed what the industry had been waiting for: The U.K. toy market returned to growth after six years of decline and stagnation. In 2025, sales rose 6% year over year, bringing the market to £3.9 billion (approximately $5.3 billion).

Licensing played a decisive role in that recovery. Licensed toys grew 16% year over year and now represent 38% of all toy sales — the equivalent of £2 out of every £5 spent on toys in the U.K. That marks a strong performance in

an era when families continue to watch their budgets closely due to the high cost of living. But history shows that even in tough times, parents and caregivers still want to treat their children, and trusted brands offer reassurance, value, and emotional connection.

TRENDSPOTTING

Kidults, Collectibles, & Blind Boxes

The kidult phenomenon continues to reshape the market. According to Circana, 76% of adults bought a toy for themselves or another adult in the past year, and the segment now accounts for 31% of total toy spend, worth £1.2 billion ($1.6 billion).

Collectibles are a major driver. The category grew 12% in 2025, representing 17% of total spend and 22% of all toys sold. The rise of APAC-influenced pop culture — from Pop Mart to Miniso and ActionCity — has accelerated demand for blind-packed and mini-figure formats that appeal to kids and adults.

Entertainment Properties

Film-inspired toys accounted for 16% of all U.K. toy sales last year, up 11%, fueled by hits such as The Minecraft Movie, Lilo & Stitch, and Jurassic World.

The next 18 months look even stronger, with major releases including Toy Story 5, Star Wars: The Mandalorian and Grogu, The Super Mario Galaxy Movie, Moana, Spider-Man: Brand New Day, and Masters of the Universe — the subject of last year’s BLE keynote. Each franchise brings multi-generational fandom and significant merchandising potential.

Press Start: Video Game IP

Video game-inspired toys surged 47% last year, driven by evergreen franchises such as Minecraft, Fortnite, Pokémon, and

Sonic the Hedgehog. The pipeline continues to strengthen.

At London Games Festival’s Screen Play conference, Ubisoft’s Helene Juguet noted that nearly 25% of all films in production for the next few years are based on video games. That crossover will continue to deliver powerful knock-on effects for future toy demand.

Innovation, Narrative, & Storytelling Europe’s declining birth rates mean the traditional toy audience is slowly shrinking. To stay relevant, brands must innovate through storytelling and world-building.

A standout example is Hasbro’s introduction of Baby Evie into the Peppa Pig universe last year. The narrative shift unlocked fresh consumer product opportunities and renewed engagement. Expect more brands to follow with new characters, story arcs, and extensions designed to spark play.

Cross-Generational Nostalgia Play

From Star Wars and Doctor Who to Peanuts and Barbie, families increasingly share fandoms. Parents and children are turning screen moments into play moments, creating a powerful emotional loop that strengthens demand for licensed toys across generations.

JOIN THE INDUSTRY AT BLE 2026

Brand Licensing Europe takes place Oct. 6-8, 2026, at Excel London. Registration is free for toy professionals at BrandLicensing.eu

Whether you’re sourcing new IP, scouting trends, or looking to understand the forces shaping the future of play, BLE is where the worlds of toys and licensing come together. 

Source: Wow! Stuff/Lucasfilm

Source: Mattel/Amazon MGM Studios

Source: Cloudco Entertainment

Above: LEGO Jurassic Park Jeep Wrangler | Source: The LEGO Group | Right: Minecraft Sticki Rolls | Source: Sky Castle Toys

Q1: Crazy Aaron has given us dozens of Thinking Putties and slimes for years. This year, the company introduced a hard-sided fidget toy. What is the name of that toy?

In the toy industry, innovation is the name of our game. Whether it’s a revamp, an unexpected twist, or the perfect collaboration, there is always a new way to play. Test your knowledge of these fresh toy takes.

Q2: Educational Insights’ Boxineers set a new bar when it comes to unboxing. What’s the base material of these new construction kits?

Q5: The Beanie Babies brand may have reached its peak popularity in the mid-1990s, but now, they’re making a comeback with high-flying mini balls called Beanie Bouncers. Which company — with its famous heart-shaped tags — still makes these cuddly collectibles?

Q7: In its new line of buildable sets, Thames & Kosmos didn’t add water to make pretty flowers grow. What powers these botanical beauties?

Q3: Everyone’s getting in on the mini-craze. What is the name of Madame Alexander’s new take-along doll line?

Q6: Sustainability is a key driver for new parents making purchasing decisions. Which of these companies is known for making sustainability a part of its DNA?

Q8: Row, row, row your … what? Name Exploding Kittens’ new silly card game.

Q9: Which trendy accessory have fans spotted dangling from the luxury handbags of celebrities like Rihanna, Dua Lipa, and Naomi Osaka?

Q4: Which company added dice to create a new twist on the classic game Connect 4?

Q10: KPop Demon Hunters is taking over the shelves, as well as the airwaves. Name the three main characters.

From The Toy Book Archives: 2016

FURREAL FRIENDS TORCH MY BLAZIN’ DRAGON (HASBRO)

This baby dragon features 50 different sounds and motion combinations, a water-fueled mist lit to look like flames, and comes with a marshmallow treat for him to toast.

SING-A-MA-LINGS (FUNRISE TOYS)

These colorful plush can talk and sing in their own unique language. Kids can collect them all and have them harmonize together.

GLIDE HOVERBOARD (GLITEK)

Kids can ride around in style with the Glide’s LED lights and Bluetooth speaker. It can drive up to 12 mph for 10 to 12 miles on a single charge.

CHIP (CANINE HOME INTELLIGENT PET) (WOWWEE)

This smart pup not only recognizes its master, but can remind them when it’s time to recharge. It can also perform tricks and play with its included Smartball.

NUM NOMS (MGA ENTERTAINMENT)

These mini food-themed collectibles are scented like the food they represent. Kids can display them together for different scent and character combinations.

TSUM TSUM (JAKKS PACIFIC)

Kids can collect, stack, and display their favorite Disney characters with this line of collectible figures. Each 3-pack includes a trio of characters in different sizes to stack, like Dumbo, Cinderella, and Minnie Mouse. Dozens of characters are available to collect in Series 1.