CLASSIC TOYS. ICONIC LICENSES.
PLAYMATES TOYS CELEBRATES 60 YEARS OF FUN
Founded in Hong Kong in 1966, Playmates Toys has grown from a regional subcontractor into one of the world’s best-known toymakers.
By the late 1970s, the company had evolved into a brand owner, opening a sales office in Boston to introduce its own Li’l Playmates preschool and doll lines in the U.S., followed by its first foray into licensing with The Walt Disney Co.
In December 1984, Playmates Toys became the first toy company listed on the Hong Kong Stock Exchange, raising capital to expand its U.S. footprint through a new marketing and distribution center in California. Shortly thereafter, the compa ny began appearing regularly in The Toy Book and The Licensing Book, scoring its first major breakout with the interactive doll, Cricket, in 1986.
At the 1988 New York International Toy Fair, Playmates Toys unveiled a line inspired by an obscure, black-and-white comic book property called Teenage Mu tant Ninja Turtles. After funding the first five episodes of an animated series and toning down the source material to add colored masks and a love of pizza to the tit ular Turtles, the line took off, dominating action figure aisles everywhere by 1990.
Over the years, the company followed the success of its early licensing deals by partnering with top studios and creators to balance licensed and proprietary brands, including Waterbabies, Star Trek, Exo Squad, Space Jam, Nano, Amazing Amy, The Simpsons, Disney Princess, Strawber ry Shortcake, The Addams Family, Vol tron, Ben 10, Miraculous, and more.
Today, Playmates Toys celebrates 60 years with a portfolio including Power Rangers, Winx Club, Monsterverse, Stunt man Stu, Team Mekbots: Animal Rescue, and more. Congratulations, Playmates Toys! We hope you enjoy this special flash back, featuring clips from our archives!
BIGMOUTH
Jurassic World Rebirth Pool Float | Ages: 8+
MSRP: $24.99
This 36-inch pool float is designed to resemble the Titanosaurus from Jurassic World Rebirth
HORIZON GROUP USA
Netflix KPop Demon Hunters
Ramyun Stationery Sets
Ages: 6+ | MSRP: $5.99-7.99
These stationery kits are inspired by the ramyun containers seen in KPop Demon Hunters and come with mini markers, gel pens, an exclusive eraser, a 30-page notepad, and more.
THE LEGO GROUP
LEGO Harry Potter Hogwarts Castle: Sorting Hat Ceremony Ages: 7+ | MSRP: $14.99
Kids can recreate the Sorting Hat scene from Harry Potter and the Sorcerer’s Stone with this building set, which includes 124 pieces and minifigures of Harry Potter, Hermione Granger, Draco Malfoy, and Professor McGonagall.
BLUE MARBLE
Barbie Gemstone Dig Kit | Ages: 4+
MSRP: $11.99 | Available: Fall 2026
Kids can uncover gemstones and turn them into custom keychains using this kit. Kids can find chevron amethyst, rose quartz, green fluorite, and more hidden inside car-shaped bricks.
Source: Bigmouth
SPIN MASTER
GUND Oh So Snuggly Bluey
Ages: 0+ | MSRP: $33
Available: Spring 2026
Kids can cuddle up with Bluey with this 12.5-inch plush.
HASBRO
Monopoly Deal: KPop Demon Hunters Ages: 8+ | MSRP: $12.99
In this fast-paced game, players collect item cards that HUNTR/X needs to seal the Honmoon. The first player to finish three item sets wins.
SCHLEICH
Harry Potter Mini Figures Collectibles | Ages: 10+ MSRP: $6.99
This collection of 12 mini figures includes Harry Potter, Hagrid, Voldemort, and more. Each box comes with a display stand and a
ROUND2
Auto World Super III Head Bangers Slot Cars
Ages: 14+ | MSRP: $40.99
Racers can face off with these HO-scale slot cars featuring music-inspired graphics from Fender, Slayer, and Motörhead. Styles include an Open-Wheel Race Car, a 2015 Chevy SS, and a 1970 BOSS Mustang.
ZURU
Fuggler Powerpuff Girls 9-Inch Assortment | Ages: 0+ | MSRP: $12.99
This plush collection features Blossom, Bubbles, and Buttercup in Fuggler style, featuring human-like teeth, quirky expressions, and mischievous personalities.
BASIC FUN!
Lite-Brite x Toy Story ColorPOP! Edition
Ages: 6+ | MSRP: $19.99 | Available: Spring 2026
This Lite-Brite features six full-color templates inspired by all five Toy Story movies. Designs include Woody and Jessie, the Potato Heads, Lilypad, and more. The Lite-Brite features four light modes and automatically turns off to conserve battery power.
BICYCLE PLAYING CARDS
Disney Beauty and the Beast Playing Cards
Ages: 8+ | MSRP: $12.99
These playing cards are inspired by Beauty & the Beast and feature a gold-foiled box
SUPER IMPULSE
World’s Smallest Yo Gabba Gabba Plush Ages: 6+ | MSRP: $7.99 | Available: Spring 2026
This collection of micro plush features the five iconic characters from Yo Gabba Gabba. Each character comes with a clip to attach it to a bag or other item.
TOMY
The Floor | Ages: 12+ MSRP: $29.99
This board game brings the FOX TV series to the living room. Players must expend their space on The Floor and challenge other players to win.
SPIN MASTER
Rubik’s x Tetris Ages: 8+ | MSRP: $15.99
Two classic games are combined with this special Rubik’s Cube. Instead of making solid colors, players must reveal the six classic Tetris shapes.
GOLIATH
The Official Fourth Wing: Rise of the Wingleader Game Ages: 14+ | MSRP: $29.99 Available: Fall 2026
In this game, players enter Basgiath War College and test themselves in strength, agility, cunning, and connection to earn the title of Wingleader.
MONOGRAM INTERNATIONAL
KPop Demon Hunters Figural Bag Clip Blind Bag Ages: 4+ | MSRP: $9.99
This line of mystery bag clips includes characters from KPop Demon Hunters, including HUNTR/X and the Saja Boys. Distributed to specialty retail by Thin Air Brands.
ABACUS BRANDS
Barbie Magic Style Studio Ages: 6+ | MSRP: $29.99 Available: Q1 2026
Kids can design outfits for Barbie and bring them to life using augmented reality in this pink playset.
THE LEGO GROUP
LEGO Star Wars BB-8 Astromech Droid Ages: 10+ | MSRP: $89.99
This building set comes with 569 pieces and features BB-8 with movable elements, including a spinning head and a hidden burner arm.
FUNKO
Pop! Stranger Things Season 5 Ages: 3+ | MSRP: $14.99
Collectors can bring the latest looks from Hawkins, Indiana to their Pop! collection with figures based on fan-favorite Stranger Things characters.
SUNNY DAYS ENTERTAINMENT
John Deere Bubble N Go Tractor | Ages: 3+ MSRP: $14.99 | Available: Spring 2026
Barnyard meets bubbles with this outdoor toy. The toy tractor drives forward with the push of a button, equipped with smart motion sensors to help it navigate, and launches a barrage of bubbles into the air as it moves.
YUME TOYS
FANROLL
Dungeons & Dragons
Fizban’s Fortune
Ages: 14+ | MSRP: $24.99
Players can reveal a surprise 20-sided die in this treasure chest. There are more than 40 dice to collect in a mix of materials and styles.
SANTOKI
LEGO Star Wars
The Mandalorian
Ahsoka Tano Keychain Light Ages: 6+ | MSRP: $19.99
Available: May 2026
This LED keychain features a LEGO Ahsoka Tano minifigure
Stranger Things Upside Down Capsule Series 3
Ages: 12+ | MSRP: $16.99
These walkie-talkie capsules open up to reveal a Stranger Things character within. The series includes Henry Creel, Max, Steve, and more.
HAND2MIND
Numberblocks Let’s Learn Phone
Ages: 2+ | MSRP: $12.99
Available: Fall 2026
Kids can learn number recognition, counting skills, and early communication skills with this interactive phone toy. It features four modes with songs, sounds, pretend photos, and pretend phone calls.
SPIN MASTER
GUND Sesame Street
Toothpick Super Grover
Ages: 3+ | MSRP: $26.95
Available: Spring 2026
Kids and adults can snuggle up with Super Grover with this plush featuring the character from The Monster at the End of this Book
BICYCLE PLAYING CARDS
Bluey Playing Cards
Ages: 6+ | MSRP: $7.99
Available: Spring 2026
Kids can play real-life games with this deck of playing cards with Bluey-inspired designs.
For a growing generation of preschoolers, YouTube has become a place for entertainment and learning about the world. Bonkers Toys is harnessing that experience and expanding its portfolio with two new preschool lines inspired by Toys and Colors and Genevieve’s Playhouse
While the company is no stranger to the preschool category — Bonkers helped shape the YouTube-to-toy pipeline with Ryan’s World and LankyBox — its new collections reflect a more deliberate emphasis on learning-forward play patterns. Both lines are designed to translate educational content into tangible, role-based experiences that support early childhood development.
themes, and play behaviors within creator content, the company identifies which moments resonate most with young audiences and adapts them into toy form. For Toys and Colors, this meant centering products around real-world scenarios, such as shopping, medical visits, food service, and imaginative adventures.
“We have assessed the top play patterns and themes across the content, and brought those forward as the actual toys,”
sets alongside larger, more immersive play environments. “We always strive for this balance of tremendous value, high quality, and a great play experience at an affordable price,” Meyer says. “It’s a delicate balance for sure — and Bonkers continues to deliver.”
Marketing for Toys and Colors is designed to feel organic to the content ecosystem rather than promotional. Products are planned to appear within creator videos ahead of their retail debut this year, reinforcing familiarity and play patterns audiences already recognize.
“THE ELEMENTS OF STORYTELLING AND PRESCHOOL PLAY PATTERNS BLEND TOGETHER PERFECTLY” — DAN MEYER, BONKERS TOYS
“We simply want to make great products that co-exist in great storytelling and play patterns,” Meyer explains.
“The elements of storytelling and preschool play patterns blend together perfectly,” explains Dan Meyer, Head of Brands at Bonkers. “We have been looking for the next preschool brands to partner with — and we have that with Toys and Colors and Genevieve’s Playhouse.”
REAL-WORLD ROLE PLAY TAKES CENTER STAGE
Bonkers’ product development process for preschool is grounded in data. By analyzing viewer engagement, recurring
shares Meyer. “Some of those themes and items are the Shopping Basket, Medical Kit [above], and Treasure Chest.”
A key feature across the line, which includes role-play items and mini-figure playsets, is the inclusion of surprise elements. “The thrill of the unboxing experience exploded into the preschool toy world with Ryan’s World,” Meyer notes. “Fans have clamored for these mystery surprise items ever since.”
Affordability and durability remain central considerations across the assortment. Bonkers structured the line with multiple entry points, offering smaller
Bonkers is also introducing oversized “playable props” and character mascots into the content, bringing exaggerated versions of the toys directly into the storytelling environment.
A CALMER APPROACH TO PRESCHOOL PLAY
Alongside Toys and Colors, Bonkers is launching a preschool line inspired by Genevieve’s Playhouse, a YouTube channel with more than 10 million subscribers, known for its calming tone and character-driven narratives. The brand offers an alternative to faster-paced preschool
TOYS AND COLORS MYSTERY CHEST
Ages: 3+ | MSRP: $49.99
Available: Fall 2026
This treasure chest will delight kids with 24 surprises, including Gold Coins, a plush parrot, foam swords, and more.
GENEVIEVE’S PLAYHOUSE MYSTERY PLUSH SERIES 1
Ages: 3+ | MSRP: $9.99 each Available: Fall 2026
content, emphasizing gentle storytelling and learning through play. That sensibility carries through into the toy line, which is designed to support both academic and social development.
“We have been watching Genevieve’s Playhouse for years,” Meyer says. “The channel also offers a unique point of difference in preschool entertainment content,” he says, noting that the content is focused on “learning through play,” which is integral to Bonkers.
Genevieve’s Playhouse puts its characters at the heart of the experience. Led by creator Genevieve Mann, the brand’s visual identity and toy architecture draw directly from her original illustrations. To
Kids unbox this toy to reveal a 6-inch plush character, such as Genevieve, Coral the Dragon, Cherry Cat, Jasper, Hex Cat, or others.
GENEVIEVE’S
PLAYHOUSE CHERRY CAT MYSTERY SURPRISE
Ages: 3+ | MSRP: $19.99
Available: Fall 2026
This capsule, inspired by the Genevieve’s Playhouse YouTube channel, features six surprises, including a Cherry Cat plush, a Metallic Cherry Cat figure, and more.
bring those concepts into the real world, Bonkers collaborated closely with Mann and her family, translating her drawings into fully realized figures and play environments that merge authentic kid-driven imagination with manufacturing and design expertise.
The line features larger playsets, including a playhouse and a treehouse, each incorporating built-in learning features. Elements like buildable components, color-focused staircases, and interchangeable learning walls are designed to encourage hands-on exploration. These playsets are designed to reinforce familiarity and continuity between the digital content and physical play.
A CALMER APPROACH TO PREPARING FOR THE FUTURE OF DISCOVERY
Both lines target preschoolers ages 3-6and emphasize social skills such as sharing, cooperation, and imaginative collaboration. “Every creator we work with has a strategic plan for how to evolve the content over time,” Meyer says.
Although both brands reach large audiences, their differences in tone, design, and play style enable them to stand apart while addressing similar developmental needs. “Both have massive audiences that are very engaged,” Meyer says.
Looking ahead, Bonkers sees additional opportunities to partner with preschool-focused digital creators as discovery platforms evolve. While YouTube remains a powerful driver today, the company anticipates that future brands may emerge from entirely different spaces. For Genevieve’s Playhouse, expansion is already underway, with the brand set to reach additional streaming platforms as an animated series is prepped for rollout this year.
“We can’t wait for fans to check out all the new content and discover new characters to accompany Genevieve on her adventures of ‘Learning Through Play,’” Meyer enthuses.
As Bonkers builds on its legacy in preschool toys, these new lines reflect a broader strategy centered on learning, longevity, and creator-led storytelling, reinforcing the role of play as both entertainment and education.
Katherine M. Hill is an associate editor at The Toy Book. When she isn’t writing, editing, and testing toys, she’s recommending toys at trivia, in the group chat, and her weekly winter swims. She is on the edge of her seat to see this year’s toys at Toy Fair New York.
Aproved to be a significant milestone, still discussed by those who were there, and the semiquincentennial in 2026 looks to capture a similar spirit.
America250 — the nonpartisan initiative behind the anniversary — is looking beyond fireworks and parade floats toward programs designed to reach 350 million Americans to celebrate and commemorate the 250th anniversary of the signing of the Declaration of Independence. Toys and games are part of that strategy.
Jennifer Condon, Executive Vice President of America250.org, Inc., sums up the charge as “350 for 250,” and she views the toy industry as one of the more direct paths to reaching Americans through households with kids. “This milestone gives the industry a powerful opportunity to help introduce our nation’s story and reflect on what America means to them at a formative moment in a child’s life, in
Stuffed States USA makes collectible plush toys inspired by states, territories, and flags. The USA plush pillow is its biggest creation yet, encouraging kids to snuggle up with the
There’s a relevant precedent here. In 1976, manufacturers jumped into the bicentennial with patriotic assortments that hit retail in time for the summer celebrations. Mattel issued red-white-andblue Barbie fashions. Lionel rolled out a Spirit of ’76 train collection. Ertl produced a Spirit of ’76 Case Agri-King 1570 tractor. Kenner delivered the SSP Stars & Stripes Smash-Up Derby, Radio Flyer released patriotic wagons, and Marx gave the Big Wheel a bicentennial makeover. Those items still appear at collector shows and online auctions, proving that cultural milestones can leave lasting footprints in toy departments and on the secondary market as kids grow up.
One big difference this time around is intent and runway. The bicentennial was a commemorative summer. Ameri ca250 ramped up as a multi-year move ment blending civic themes with con sumer products. Condon points out that play carries the proper vocabulary for the moment. “Through play, kids learn coop eration, fairness, problem-solving, and empathy, all of which are foundational to democracy and civic life,” she says. That connects directly to America250’s Educate, Engage, and Unite framework,
which is designed to extend well beyond the anniversary.
“America250 is filled with big celebratory moments, but also a movement that endures long after the fireworks,” Condon says.
For licensors and manufacturers, that creates space to build product lines and storytelling platforms rather than one-and-done commemoratives.
Global Icons represents the America250 brand and has secured deals with the veteran-owned Simplay3 Co., Hess Toy Truck, Basic Fun!, GreenLight Collectibles, Schleich, Stuffed States,
the American workforce. America 250 products are a great way to celebrate our great country.”
What success looks like for America250 won’t be measured solely in sellthrough. “Success is creating products that spark curiosity, conversation, and pride,” Condon says. “If a child picks up a game or toy and it leads to a conversation about fairness, freedom, service, or opportunity, that is a win.”
For an industry built on imagination, that’s fertile ground, and a reminder that sometimes the next chapter of America’s story starts with a toy.
Clockwise from left: The Mr. Potato Head Uncle Yam: America’s 250th Collector Edition debuts at Walmart in April; American Home Sports America250 Poolside Basketball Hoop; a graphic concept for a 1:64-scale America 250 Edition 1946 Dodge Power Wagon | Sources: Basic Fun!, The Simplay3 Co., GreenLight Collectibles
Simplay3’s America 250 XXL Roller Coaster is made in Ohio. | Source: The Simplay3 Co.
