Assistant Editors Taylor Battle taylor@toybook.com Ellen
Social
Executive
On the cover: You’ve met ninjas. You’ve met zombies. Now meet Ninjombie, the new action figure line from MGA Entertainment. Tariff Alert: Please note that due to the ongoing trade war, MSRPs and product availability for items in this issue are subject to change.
Pictured above: G.I. Joe Classified Series No. 171, Crankcase & A.W.E. Striker ($99.99) from Hasbro, available December 1, 2025. See page 16 for more new action figures, then flip to page 46 for great vehicles to stock your shelves this fall.
IT’S LIKE THAT ... AND THAT’S THE WAY IT IS
But in this toy story, the future is still unwritten.
by JAMES ZAHN, Editor-in-Chief
Action. Adventure. The unexpected twists that keep things moving forward or send us right back to square one.
If there’s one thing the toy and game industry knows all too well, it’s that the journey is rarely a straight line. And right now, with tariffs continuing to dominate headlines and decimate our industry and others, toymakers and retailers hope this particular plotline gets a rewrite. It’s an unwelcome sequel to a story we’ve already seen, with the same stakes: increased costs, uncertainty, and ripple effects that touch every part of the play ecosystem. The adventure continues, but this is one chapter we’d all rather skip.
Still, the spirit of action and adventure continues to shine through in better ways, and that’s what this issue is all about. From action figures and vehicles to outdoor toys and tabletop games, we’ve packed it with previews and exclusives that channel the bold energy and innovation that fuel the industry.
FROM STEALTH TO SHELF
We’re kicking things off with a toyetic twist on two evergreen genres as MGA Entertainment pulls back the curtain on Ninjombie, a comic book-inspired action figure line that blends martial arts and the undead in unexpected ways. Ninjas and zombies? It’s as wild as it sounds, and it’s hitting shelves just in time to spark imagination — and maybe some slime-splattered chaos — in toy departments everywhere this fall.
On the legacy front, ThunderCats roars back into the spotlight. In this issue’s Backstory, author Sean McKeone explores how the franchise has endured for generations, from classic cartoons to modern action figures. It’s a deep dive into a brand that has proven itself more than a flash in the pan — a true icon in toys and entertainment for 40 years.
We’re also marking a milestone for Moose Toys’ Little Live Pets, which celebrates a decade of interactive companions. From chirping birds to lifelike critters, this brand has found a special place with kids, and this fall Moose introduces Ouchies, a new sub-line that fosters compassion and healing. Samantha Connell has the story (pg. 26).
GREEN IS THE NEW GOLD
Beyond the realm of battle-ready beasts and heroic tales, another trend is quietly growing — quite literally. Katherine M. Hill’s feature on botanical and gardening-themed toys (pg. 38) spotlights a blooming category that’s been gaining traction with retailers and families. These toys plant the seeds of imagination, nurture creativity, and reflect a growing consumer interest in wellness and nature. This trend is one garden worth digging into, especially if you want to grow some green at the cash register.
GAMING WITHOUT GATEKEEPING
Meanwhile, as Gen Con opens its doors in Indianapolis, Ashley Pelletier chats with some people and companies
working to make gaming more accessible (pg. 28). From simplified rule sets to thoughtful design, game makers are crashing barriers and welcoming new players to the table. Action and adventure aren’t just about what’s on the board, but who gets to play.
As always, we have exclusive content from The Toy Association, ASTRA, and Circana, alongside legal insights from Stephanie Pottick in Raising the Bar and a fresh Pop Quiz with Wendy Smolen.
WHERE 2026 TAKES SHAPE
Looking ahead, our September issue debuts at the LA Fall Toy Previews, and you won’t want to miss it! And don’t forget that nominations for the 2026 Pulse of Play Awards are open now. If a product, person, or program is pushing the industry forward, put it on our radar.
Like any great adventure, this one’s full of action, challenge, and opportunity. How you approach it? That’s up to you.
We’ll see you on the next page.
James Zahn, best known as The Rock Father, is the Editor-in-Chief of The Toy 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, CNBC, BBC, NBC, ABC, CBS, FOX, NewsNation, CNN, and more. Connect with him on LinkedIn or follow him on X and Instagram @therockfather.
LEGO Icons Transformers Soundwave
Source: The LEGO Group/Hasbro
WELCOME TO THE TOY BUILDING
Step inside our industry’s new West Coast home — built by toy people, for toy people.
by KIMBERLY CARCONE, Executive Vice President,
Global Market Events at The Toy Association.
At The Toy Association, we couldn’t be more excited to welcome our global community to El Segundo this year for two milestone moments for our industry: the grand opening of The Toy Building on August 1 and the 2025 LA Fall Preview Market Weeks, taking place September 8 to 19.
For years, vendors and buyers have flocked to Southern California each fall, but they’ve lacked a true “home base.” We built one. Right in the heart of LA’s toy district — just minutes from the headquarters of several major industry players — the new Toy Building features 65 fully renovated showrooms, collaborative lounges, and sun-filled courtyards designed to spark the kind of casual conversations that lead to big deals. Early interest has been phenomenal: American Plastic Toys, Crayola, Crazy Aaron’s, Funko, Hape, Hasbro, Playmobil USA, Insect Lore, and a host of innovative companies of all sizes have already secured space, and we’re fielding inquiries daily.
The LA Fall Preview Market Weeks will serve as our official launch party filled with nonstop industry activity. Over two weeks, international manufacturers, licensors, inventors, buyers, and media will converge for concentrated product previews, buyer meetings, and hands-on demos. We’re layering in targeted education sessions, special networking events, and more to further deepen the value of being part of this community.
With the industry continuing to navigate a shifting business landscape and cost pressures from tariffs, our goal is to make The Toy Building as accessible
as possible for all companies during the important fall preview season. In addition to long-term leases (3, 4, or 5 years), we’re also offering temporary space for all toy companies for this year’s fall preview season, running from August 25 to October 3.
Why does this matter? Because the U.S. remains the world’s single largest toy market, and companies from around the globe need predictable, professional spaces to make their case to buyers. Modeled on the collaborative spirit of New York’s original Toy Building — aka the International Toy Center — our LA hub adds modern amenities and year-round access to a proven concept. Whether you’re entering the U.S. market for the first time or simply need seasonal visibility, you’ll find unmatched value here.
We invite you to participate in this next chapter. Permanent leases begin August 1, and temporary showrooms open September 1. If you’re ready to showcase your new lines, meet key decision-makers, and cement your place in one of the industry’s fastest-growing hubs, visit toyassociation.org/lafallpreview for full details or to schedule a tour.
See you in El Segundo this fall!
Kimberly Carcone is the
Executive Vice President, Global Market Events at
The Toy Association.
of
and
and
and
She was named a Women in Toys, Licensing & Entertainment Wonder Woman in 2024.
MARKET WEEKS EVENTS
Monday, Sept. 8: The Toy Association will host a “come one, come all” networking party for the industry at The Toy Building.
Tuesday, Sept. 9: The Toy Foundation’s LA Golf & Give FUNdraiser tees off the week with a night of networking and giving back at Topgolf El Segundo.
Wednesday, Sept. 10: The Toy Association will host a happy hour sponsored by DeForest Search & powered by Talento.
Thursday, Sept. 11: The Toy Foundation’s Board Meeting at Otis College of Art and Design
Thursday, Sept. 11: Women in Toys, Licensing & Entertainment will host its annual Wonder Women Awards Gala at the Beverly Hilton.
Tuesday, Sept. 16: Spielwarenmesse eG, producer of the Nuremberg Toy Fair, will host a press event.
Tuesday, Sept. 16: The Toy Association’s Board Meeting at Otis College of Art and Design
Wednesday, Sept. 17: Circana’s Juli Lennett presents industry insights.
Stay tuned for more details and official event announcements!
She has decades
experience in non-profit
corporate management, event development
execution, sales, marketing,
publishing.
The Toy Building is taking shape. Source: The Toy Association
ACTION PACKED, PURPOSE DRIVEN
ASTRA members unite to make a difference.
by SUE WARFIELD, President, American Specialty
ASTRA’s 2025 Marketplace & Academy in San Antonio was truly action-packed and quite the adventure. Of course, the River Walk provided a beautiful backdrop, but from the opening meet-and-greet to the raffle at the end of the show, it was the people and the conversations that made it special.
We covered a lot, from show schedules and potential date changes (watch for more from ASTRA on the Atlanta Summer Gift Show) to tariffs and what challenges might come next.
LEARNING, LAUGHING, LINE DANCING
Our keynote speaker, Matthew Luhn, gave an inspiring talk about the power of storytelling — how we can all make an impact through the stories we tell about our businesses, our lives, and the things
Toy
Retailing
Association (ASTRA)
that matter most, including staying true to ourselves. Our education sessions and the Game & Kit event gave us the chance to learn and play. Sunday night’s party brought out the best of our community, with members showing their talents in our “ASTRA’s Got Talent” show and joining in some enthusiastic line dancing.
TAKING ACTION ON TARIFFS
What stood out the most this year was our theme: action. Tariffs have created stress and uncertainty. In San Antonio, we took a step forward by providing blank postcards for attendees to share how tariffs are affecting them personally and professionally. We addressed those cards to their elected representatives and mailed them all at once — a collective voice sent directly to Washington, D.C. It’s strength in numbers.
We’re also working with our advocacy partner, Ed Desmond, on a potential fly-in to show lawmakers in Washington that tariff impacts go beyond the big companies. Independent retailers and small manufacturers are feeling the pressure across the country. We’re developing a toolkit to help members share their stories and speak out effectively.
CHAMPIONING THE SCIENCE OF PLAY
Together, we can make a difference. Working alongside trade associations and partners across this wonderful commu-
nity, we remain committed to ensuring that good quality, safe toys and games are accessible for all. Through programs like our Certified Play Expert training, we continue to highlight the science behind the importance of play and the consequences of play deprivation.
NEW ADVENTURES AHEAD
Marketplace & Academy may be over, but the work continues. ASTRA is here to help our community take action!
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.
Pixar
veteran Matthew Luhn | Source: ASTRA
The Estes booth was out-of-this-world with an appearance by SpaceX pilot Dr. Sian Proctor (right). | Source: ASTRA
The Relatable booth in San Antonio
Source: ASTRA
JOVA
TOP TRUMPS
Contact: Kelly Gunstone, kelly.gunstone@toptrumps.com
Super Mario Top Trumps Match Ages: 4+ | MSRP: $19.99 | Available: September 2025
Join Mario, Luigi, and friends in Top Trumps Match: Super Mario Edition. Match five characters in a row to win. With a portable case, it’s perfect for fast, fun gameplay anywhere, anytime.
US Contact: sales@ziffy.com
Ziffy Electric Wiggle Car with Pedal Ages: 3+ | MSRP: $159.99 | Available now
This two-speed, light-up ride-on toy comes in multiple colors and offers families 360-degree spins, a Bluetooth speaker for music, and a stable, anti-rollover design for riders up to 170 lbs. It’s powered by a 6-volt 5.5AH rechargeable battery.
ACD
DISTRIBUTION Contact: Chris Corbett, info@acdd.com
CookieRun Braverse TCG: Brave Beginning Booster Display Ages: 6+ | MSRP: $3.99 per pack, $97.72 per display | Available now
The worldwide CookieRun fandom hits the tabletop. CookieRun Braverse Trading Card Game: Brave Beginning brings the much-anticipated TCG to the U.S. Brave Beginning contains 159 regular and 44 hidden cards. Each pack contains nine cards, and each display contains 28 packs.
The toy department is about to get a whole lot weirder, and it’s about time. You could say it’s overdue. After all, the action aisle has been stuck in sequel mode — literally. Dominated by legacy licenses, gaming IP, and safe bets wrapped in plastic, it’s been a long time since anything truly new punched through.
What do you get when you mix ninja warriors, zombies, comic book chaos, and slime-fueled mayhem? For MGA Entertainment, the answer is Ninjombie. Known for bringing game-changing innovation to dolls and collectibles, MGA is now charging into a complex category with its first original action figure line. Ninjombie merges storytelling, hands-on play, digital engagement, and gross-out humor into one genre-bending package for kids.
“Ninjombie resulted from a cross-functional effort of designers, branding, marketing, and packaging teams,” says Josh Hackbarth, Chief Marketing Officer at MGA Entertainment. “These teams worked together to come up with an amazing premise: What if action figures could battle and ‘dis-arm’ each other like seen in crazy, over-the-top action movies? What if we created characters who could do battle, respawn, mix and match their body parts, and spray their slime ‘blood’ again and again?”
ern action figure can be, not just sculpt and articulation, but also experience, versatility, and affordability. “We looked at the classic action figure and worked to create a play system with exciting features and characters that expand kids’ imaginations and intrigue them in a competitive world of established licensed and franchised properties.”
A COMIC-BOOK WORLD WITH SLIME TO SPARE
From the start, Ninjombie borrowed influence from comics and the fast-paced action of screen-based stories and games.
“We’re not bound by the typical guidelines of a boy’s action franchise.”
- Josh Hackbarth, Chief Marketing Officer at MGA Entertainment
Source:
MGA Entertainment
That vision — and a mission to stand out on shelves — became the foundation for a fast-paced, fun-forward line where action figures come apart, slam back together, and keep fighting without missing a beat.
A FRESH RETAIL fight
While breaking into the action aisle with a new IP has proven challenging for many companies, MGA enters the fray with swords and nunchucks swinging, backed by the legacy, strength, and sales-driving firepower of Bratz, L.O.L. Surprise!, Rainbow High, Little Tikes, and MGA’s Miniverse behind them.
“We’re driven by innovation and design, and were motivated to bring a fresh, new play pattern into the action aisle. And, we love a challenge,” Hackbarth says.
That meant rethinking what a mod-
“We were inspired and influenced by a comic look and feel and the storytelling oppor tunities to go along with a great, new action figure brand,” Hackbarth explains. “The packaging, marketing, and product design were all influenced by this idea. Plus, each figure comes with its comic book backstory in each pack.”
The characters — Haz Mat, Scorchstrike, Grave Spin, Sword Lord, and deluxe figure Jonin Knight — are divided into rival clans and powered by a myste rious, gooey substance known as Prime Slime.
“Through the power of Prime Slime, legendary warriors have been reborn into mighty fighting machines,” Hackbarth says. “Set forth to defend their clans, these undead martial arts masters engage in limb-fly ing, slime-squirting battles like the world has never seen before.”
STOCK THEM ALL!
At launch, Ninjombie includes Haz Mat, Scorchstrike, Grave Spin, and Sword Lord Action Figures ($14.99), the Deluxe Jonin Knight Figure ($24.99), and Prime Slime Dragon Vehicle ($29.99).
Source: MGA Entertainment
The figures are fully articulated, highly poseable, and loaded with accessories. Each features swappable limbs and heads, allowing for more than 3,000 possible character combinations.
“Mix and match is a proven play pattern,” says Hackbarth, “but we challenged ourselves to introduce something never seen before in the toy aisle and thought about how to make this different and exciting to make kids want to fight, dis-arm (and dis-leg), an action figure again and again.”
space,” says Hackbarth. “We knew we needed to be where the action was happening. The goal was to expose players and fans to our characters so that the first time they experienced Ninjombie wasn’t at the store, but long before that.”
That digital pipeline is already fueling insights for the future. “What we love about our Roblox game is we are able to see how characters, weapons, and slime challenges resonate with our fans. We constantly analyze these play patterns as inspiration for future line development.”
core world — a place where slapstick, slime, and storytelling can go off the rails at any moment. “We’re not bound by the typical guidelines of a boy’s action franchise. With Ninjombie, humor, silly gross play, breaking the fourth wall, etc., are all part of this brand’s DNA and allow us to go to places others can’t.”
A PROPHECY FORETOLD
CONTENT STRATEGY FOR A DIGITAL-FIRST GENERATION
MGA is investing heavily in original content and interactive storytelling to support the toy line and power sales. Animated shorts are set to launch on YouTube, and kids are already encountering the characters in Reborn as Swordsman, a popular game on Roblox.
BUILT FOR EXPANSION
The new line is designed with longevity in mind, from limited-edition variants to future waves.
Following the triumphant entry of CarTuned into the die-cast aisle last year, Ninjombie marks another strategic strike in MGA’s plan to own the toy department from end to end. It’s a move that underscores a promise MGA Entertainment CEO and Founder Isaac Larian made earlier this year in The Toy Book:
“More and more kids are spending time on gaming platforms such as Rob, especially in the action figure/battle
“Ninjombie’s innovative battle play, hands-on action, construction, and unique world of characters and lore will yield more surprises across toys, content, and gaming in 2026,” Hackbarth teases.
And while licensed crossovers aren’t off the table (“Never say never,” Hackbarth says), the focus is on building the
“MGA will be in every toy aisle in retail stores,” he declared. “That has been my goal for years, and we are finally realizing it. I am so proud of my team for making all this a reality.”
With Ninjombie, that vision has been achieved. And the action aisle may never be the same.
THE ACTION AISLE
THE LEGO GROUP
LEGO Marvel
Fantastic Four vs. Galactus
Construction Figure Ages: 9+ | MSRP: $59.99
The Fantastic Four battle to stop Galactus from devouring Earth using stretching limbs, flame blasts, force shields, and super strength in this dynamic playset with action features and movie-inspired minifigures.
MCFARLANE TOYS
DC Multiverse Superman and Krypto 7-Inch Action Figure
Ages: 12+ | MSRP: $37.99
This 7-inch scale figure captures The Man of Steel as seen in this summer’s Superman. It includes Krypto, three alternate face plates, two extra hands, a wired fabric cape, a figure base, and a collectible art card.
MOOSE TOYS
MrBeast Lab Hybrids
Ages: 5+ | MSRP: $9.99-39.99
These 4-inch mix-and-match action figures were revealed through a flask “experiment.”
Kids can collect rare, ultra-rare, and exclusive figures across three pack types and fuse parts to create their ultimate beast.
MATTEL
Minecraft Click and Switch Sword and Pickaxe | Ages: 6+ | MSRP: $29.99
Inspired by A Minecraft Movie, this 2-in-1 role-play weapon transforms from a diamond sword to an iron pickaxe with a click. Press, hold, and flip to switch between epic battle modes.
JAZWARES
Pokémon Carry Case Battle Ruins Playset Ages: 3+ | MSRP: $34.99
Available: Fall 2025
This portable set unfolds into four play zones, including a rope bridge, hidden elevator, and battle launchers. It also includes a 2-inch Pikachu figure and folds back into a backpack for on-the-go play.
Roxy Dolls combine action sports and fashion. Each articulated doll is dressed in Roxy-inspired outfits, with accessories and a sport item like a surfboard, skateboard, snowboard, or roller skates.
SUPER7
G.I. Joe ReAction+ Figures
Wave 4 (G.I. Joe: The Movie) Ages: 14+ | MSRP: $20 each
Inspired by G.I. Joe: The Movie, this wave of 3.75-inch ReAction+ figures features Lt. Falcon, Jinx, and the Cobra-La Royal Guard (pictured) with 1980s-style O-Ring construction, 12 points of articulation, and packaging inspired by the Hasbro line.
This large-scale figure transforms into a scorpion tank and doubles as a playset for 4-inch figures. It features lights, sounds, and interactive elements like a buzzsaw arm, cyber bike, and cockpit.
Each surprise toy capsule includes a mystery UFC fighter, an accessory, and an octagon base piece. With 14 to collect — 12 standard and two ultra-rare — fans can complete the full octagon experience.
BASIC FUN!
Stretch Armstrong | Ages: 4+
MSRP: $14.99 | Available: Fall 2025
Stretch Armstrong is back with a bold new look and the same legendary stretch. Twist, pull, and battle; he always bounces back.
THE ACTION AISLE
Skibidi Toilet Figures
Ages: 13+ | MSRP: $14.99-19.99
These collectibles bring the viral YouTube series to the toy department with Titan Packs (pictured), Alliance figures, and a 20-piece Battle Bucket featuring characters from both sides and a Mystery Titan for fans to discover, collect, and display.
BLOKEES
Saint Seiya Collectible Figures Ages: 8+ | MSRP: $19.99
Blokees honors the legendary Saint Seiya manga with snapfit model kit figures featuring manga-accurate armor, 47 points of articulation, and interchangeable parts. No glue or paint required.
SPIN MASTER
How to Train Your Dragon Tame & Train
Interactive Toothless | Ages: 4+ | MSRP: $49.99
This interactive dragon features movement-tracking, evolving personalities, sound effects, and spring-loaded wings. It includes a fish accessory to help kids earn trust and unlock games, reactions, and flight sounds as their bond with Toothless grows.
JADA TOYS
Ultra Street Fighter II Figures
Ages: 13+ | MSRP: $30-34.99
The next wave of 1:12-scale Street Fighter II-inspired action figures features Blanka, Sagat, and Vega (pictured) with game-accurate details, signature effects, swappable parts, and premium arcade-style packaging for dynamic display and play.
MONOGRAM INTERNATIONAL
Back To The Future 40th Anniversary 3D Foam Bag Clips | Ages: 4+ | MSRP: $6.99 | Available: Fall 2025
Celebrate 40 years of the Future with 3D Foam Bag
Clips featuring 11 collectible figures. Kids can collect Marty, Doc, and two mystery chases. Available in re tail-ready PDQ counter display trays
Four Decades of Power, Plastic, and Pop Culture
by SEAN MCKEONE, Author, Hall of Omens: The Unofficial Ultimate Guide to
When ThunderCats first hit TV screens in 1985, it didn’t just launch a new animated series — it sparked a multimedia phenomenon. Created by Ted Wolf and developed by Rankin/Bass Productions, ThunderCats blended sci-fi, fantasy, action, and adventure, following Lion-O and the nobles of Thundera as they battled evil on the mysterious planet of Third Earth. But the franchise’s staying power extended well beyond the after-school airwaves — it made a lasting impact on both the toy and licensing industries.
A THUNDEROUS DEBUT
LJN’s ThunderCats toy line was an instant hit. Backed by bold character designs, standout packaging, and the boost of a successful TV tie-in, the line debuted with a range of action figures, vehicles, and playsets that kids used to bring the battles of Third Earth to life. At its peak, ThunderCats didn’t just compete — it dominated toy departments.
“The whole line had an undeniable
energy; kids loved it,” says José Longoria, Product Manager for the original LJN line. “Overnight, we were more popular than Hasbro’s G.I. Joe or Mattel’s Masters of the Universe.”
“It was a moral compass, and it helped children be happy no matter what was happening in their lives.”
- Larry Kenney,
voice
of Lion-O on The Code of Thundera
THE FUR FLIES
The line’s momentum fueled a broader licensing push that took the brand far beyond the action figure aisle. At its height, more than 40 U.S. licensees — many of which were featured in the February 1985 debut issue of The Toy Book — brought ThunderCats into categories including costumes, stationery, puzzles, apparel, comic books, and more. Thousands of
ThunderCats Toys and Beyond
branded products hit retail throughout the late ’80s, making ThunderCats one of the most merchandised children’s properties of the decade.
Much of that success stemmed from the show’s strong storytelling and moral foundation. Every script was reviewed by a psychologist to ensure positive messaging. The Code of Thundera — justice, truth, honor, and loyalty — was built into the series’ DNA. It wasn’t just exciting, it aimed to be enriching.
Larry Kenney, the voice actor behind Lion-O, reflects on the key factor he believes drives the enduring appeal of ThunderCats. “I don’t think, I know. It is the Code of Thundera. It was a moral compass, and it helped children be happy no matter what was happening in their lives. There’s no better legacy than that.”
While the original series wrapped after 130 episodes, the brand never truly faded. The vintage toy line became a collector favorite, while new iterations helped reintroduce ThunderCats to new audiences. In 2011, Warner Bros. launched an anime-
inspired reboot that earned critical praise and inspired a new line from Bandai. In 2020, ThunderCats Roar, while polarizing for some fans, reimagined the brand in a comedic format for a new generation.
Modern collectible companies have helped fuel a continued revival. “ThunderCats is one of those special properties that doesn’t seem to age,” says Brian Flynn, Founder and CEO of Super7. “Not only was the animated series amazing, but the toys were too. All the touchpoints from the vintage line were spot-on, and that has continued to this day. The world of Third Earth is a magical place, and we are happy to continue bringing that legacy to life for fans of a whole new generation, as well as the original fans.”
Now, 40 years after its debut, ThunderCats is back in the spotlight and enjoying a resurgence, this time thanks to an unexpected crossover. Mattel — once a rival to LJN during the action figure boom — has introduced the characters into its Masters of the Universe Origins line.
“The Masters of the Universe x ThunderCats crossover is an exciting collaboration between two pop culture-defining franchises born in the ’80s,” says Angela Beck, Senior Director, Global Brand Marketing, Action Figures at Mattel. “Both brands are beloved, with rich histories and passionate fan bases. This collaboration is a celebration of nostalgia and a testament to the enduring power of storytelling.”
ROARING AHEAD
Four decades later, ThunderCats continues to roar — uniting generations of fans and collectors under one legendary banner. The Eye of Thundera still shines, and it’s only growing stronger.
Sean McKeone is a pop culture historian and author of Hall of Omens: The Unofficial Ultimate Guide to ThunderCats Toys and Beyond. His work blends in-depth research and highlights the cultural significance and collectible legacy of ThunderCats and other classic toy and entertainment properties. Connect on social media @buddhaha_ha
MATTEL
Masters of the Universe x ThunderCats Action Figures Ages: 6+ | MSRP: $24.99-39.99 each
Two legendary ’80s worlds collide as key characters from both brands are reimagined in each other’s styles. These 5.5-inch figures feature 16 points of articulation, accessories, and a crossover mini-comic.
MONOGRAM INTERNATIONAL
ThunderCats Classic Figural Bag Clips
Series 1 | Ages: 4+
MSRP: $6.99 each
Kids can collect their favorite ThunderCats characters as 2-inch 3D foam bag clips. Each mystery pack may include rare chase figures — perfect for fans, and fun to clip, trade, or display. Retail counter displays are available in 24-piece assortments.
Launch into classic cartoon action with a 7-inch figure inspired by Vultureman, one of the evil Mutants of Plun-Darr. This set includes characterspecific accessories and a Skycutter vehicle that’s ready for display or battle.
MADE IN THE USA*
BASIC FUN!
Lincoln Logs 100th Anniversary Tin | Ages: 3+ | MSRP: $49.99
Celebrate more than a century of creative play with this 111-piece set of real wood logs, inspired by one of the original Lincoln Logs builds, the “Meeting House.”
OMNICOR
Wikki Stix for Doodlers Ages: 3+ | MSRP: $5.25
Compact and mess-free, this kit includes 24 six-inch reusable Wikki Stix (wax-enhanced yarn) and 3D design ideas to inspire creativity and keep fidgety fingers happily engaged anywhere. Retail orders through September 1, 2025 will receive a free “Made in the USA” sign.
CRAZY AARON’S
MGA ENTERTAINMENT
Little Tikes Tractor and Cart Ages: 18 MOS+ | MSRP: $64.99
Little farmers will love this foot-to-floor tractor with working steering and a detachable cart. It’s perfect for hauling toys and building big motor skills through active, imaginative play.
Kids can scoop up fun with this fruity cereal-scented slime packed with bingsu beads and cereal charms. Stretch, squish, and swirl through a crunchy, colorful, slime adventure.
*Products may be 100% made in the U.S., designed and assembled in the U.S., or made in the U.S. from domestic and imported parts. Consult each manufacturer for full details.
BEKA
Train Table | Ages: 3+ | MSRP: $198.99
This hard maple train table stands more than 20 inches tall (longer legs are available) and comes with a twopiece Baltic Birch top that encourages open-ended play. The recessed top helps keep small toys and game pieces on the table and off the floor.
KESS
Ice Hoop | Ages: 6+ MSRP: $6.48
DOODLEFACE
DoodleFace Wall Art Speech Bubble Ages: 0+ | MSRP: $19.98
DoodleFace Crayon Boards feature a unique erasable surface specifically designed for DoodleFace Crayons. Kids and tweens can draw and create, then wipe away.
The patented V-Grip technology allows for easy, durable, and controlled hooping, and the unique shape makes doing tricks even easier. Each hoop has an iridescent film effect. Made in various states and shipped from Ohio.
ATLANTIS TOY & HOBBY
Lockheed P2V-7 Neptune Model Kit Ages: 14+ | MSRP: $24.99
This 1:104-scale model airplane features 57 parts, measures 10.75 inches long, and honors the U.S. Navy’s Operation Deep Freeze with skis, historic details, and a collectible trading card.
BIGGO BLOCKS
Jumbo Building Blocks 96-Piece Set Ages: 3+ | MSRP: $157.99
Designed and crafted for both indoor and outdoor use, these jumbo blocks support STEM concepts and can withstand the elements. This set includes 80 large blocks and 16 small blocks for simple stacking and larger, more complex builds.
MADE IN THE USA
TARA TOY
Hot Wheels 100 Car Case Ages: 3+ | MSRP: $24.99
Little racers can keep 100 of their favorite 1:64-scale Hot Wheels vehicles safe, organized, and ready to roll with this rugged, wheeled case featuring compartments, a telescoping handle, and a display-ready design.
STEP2
Pump & Splash Discovery Water Table
Ages: 2+ | MSRP: $129.99
Make a splash with this hands-on water table that builds STEM skills through cause-and-effect play. Preschoolers can pump, pour, and explore for hours of sensory-driven, imaginative fun. It comes with an 8-piece accessory set that adds to the play experience and encourages sharing.
CRA-Z-ART
Cra-Z-Slimy | Ages: 6+ | MSRP: $6.99
Stretch, swirl, and sparkle with this super-satisfying metallic and glitter slime. Each 24-ounce tub of sensory fun is perfect for parties, crafts, or stress relief.
BORN TO PLAY
Print Play Widgetz | Ages: 3+
MSRP: $1.99 | Available: Fall 2025
Lightweight and flexible, these 3D-printed creatures twist and move with ease to provide stress relief, improve focus, and offer satisfying sensory play for all ages.
Puzzlers can saddle up for action with this 1,000-piece puzzle featuring a wild canyon chase. It includes a poster, Perfect Snap pieces, and is made from 100% recycled board.
THAMES & KOSMOS
Dinosaur Gummy Candy Lab Ages: 6+ | MSRP: $19.95
Kids can mix, mold, and munch dino-shaped gum mies while explor ing STEM concepts. This kit makes 72 tasty treats in two flavors and teaches candy chemistry with every bite.
In 2014, Moose Toys set out to solve a common parenting question: How can we give kids the experience of having a pet without committing to a real one? More than 200 million units later, the answer is clear as Little Live Pets continues to offer lifelike companions that blend interactive technology with heartwarming play.
What began with a chirping bird has grown into a dynamic range of pets, including dogs, pandas, elephants, monkeys, cats, pigs, and more. Each pet is designed to help kids build emotional connections through nurturing and interactive features that mimic real animal behaviors. As the brand’s tagline states, each toy should “Bring Joy Home.”
CREATING CONNECTIONS
Moose Toys approaches every product in the line with intention. “Every feature is carefully considered through the lens of play value, emotional responses, and functionality,” says Angie Oung, Senior Director, Marketing at Moose Toys. “It’s not just about adding technology — it’s about creating experiences that feel magical and meaningful.”
From a waddling penguin on a leash to the Really Real Puppy with soft fur and sleepy snores, the pets are crafted to feel lifelike. Many require feeding, cuddling, or rocking, and in some cases, when properly cared for, they will reveal surprise babies. These experiences are more
The Little Live Pets Mama Surprise! Families provides a fun and engaging unboxing experience. | Source: Moose Toys
than entertaining. They introduce kids to early lessons in empathy, responsibility, and care. “Because our pets respond in real time, kids get instant feedback and a sense of accomplishment,” Oung says. “It’s a gentle on-ramp to the real responsibilities of pet ownership — without the mess or long-term commitment.”
PLAY THAT PREPARES
The line’s newer offerings introduce routine-based learning. With My Baby Panda, kids feed ChuChu a bamboo accessory until he’s full and kicks with satisfaction, then place him on the included potty, watch his potty dance, and discover a surprise poop to flush away before starting again.
Products like My Really Real Bird & Cage include accessories like a cage or carrier, encouraging realistic role-play that mirrors real pet adoption and care. “Through this kind of play, children begin to understand empathy, responsibility, and care in a very approachable, ageappropriate way,” Oung says.
STAND-OUT SURPRISES
To keep kids engaged, Moose Toys has introduced new products layered with surprise and collectibility. The Mama Surprise! Families line expands the experience with pet families that grow as kids unbox and explore.
After opening a Mama’s House box, kids discover between four to six puppies and accessories. There are eight families in Season 1 and more than 80 pets to collect, with breeds including Huskies, Poodles, Frenchies, and Spaniels. Add-on Adoption Packs and the Baby Care Clinic playset introduce new storytelling op portunities. The clinic features a working X-ray station, an elevator, a washroom, and a mama dog that “magically” delivers three babies.
“This line brings the magic of surprise babies into a collectible play pattern,” Oung adds. “Looking ahead, there’s strong potential for Mama Surprise Fam ilies to evolve through new animals, seasonal themes, and imaginative settings.”
HEALING THROUGH PLAY
RETAIL GROWTH & BRAND CONSISTENCY
Another new addition is Ouchies, a new take on vet play that puts healing in kids’ hands. When Cooper the puppy is injured, he walks with a limp until kids apply a cast and care for him. The toy features more than 50 sounds and responses, and when Cooper is healed, he walks and plays again without a limp.
“Ouchies is a one-of-a-kind play experience. While vet-play has existed before across toys, it has never existed in this capacity,” Oung says. “Kids playing with Ouchies are directly affecting Cooper’s healing journey … only the child’s love and care can heal him and get him back
As Little Live Pets continues to expand, Moose Toys aims to continue creating meaningful interactions. “With Little Live Pets, we never stop dreaming big, but our North Star is always emotional connection,” Oung adds. The company is also working to strengthen its brand identity across shelves.
“We’re leaning into a stronger brand statement — owning the color yellow at shelf, bringing consistency to packaging, and celebrating our ‘Bring Joy Home’ messaging more boldly across marketing, in-store displays, and content,” Oung explains. “The goal is to make Little Live Pets instantly recognizable, emotionally resonant, and undeniably joyful, wherever families encounter it.”
Whether kids are feeding their panda, caring for an injured puppy, or taking a penguin for a walk, Little Live Pets delivers emotionally rich, tech-infused play experiences that grow alongside kids, and it’s a mission that continues to evolve with each new product release.
Samantha Connell is an Associate Editor for The Toy Book, The Pop Insider, and The Toy Insider. She loves to write, craft, and play with her adorable dog, Willow. She is a Ravenclaw, Star Wars fan (prequels included), and
Clemson alumna. She also thinks that she is the favorite aunt.
The Little Live Pets Ouchies line includes a puppy that needs direct care.
Source: Moose Toys
Kids can feed ChuChu and help him use the potty.
Source: Moose Toys
Since its inception in the 1970s, Dungeons & Dragons (D&D) has been a game that demands players’ dedication. Campaigns can run across sessions that last several hours or longer, with some players spending months getting attached to the characters that they create, as Dungeon Masters weave intricate storylines for the ultimate gaming experience.
Pop culture hits like Stranger Things and Dungeons & Dragons: Honor Among
Thieves have introduced new fans to the world of D&D, but the time commitment remains a daunting hurdle for many newcomers looking to start their own quest. Gamemakers, including D&D’s publisher, Hasbro’s Wizards of the Coast, are consciously knocking down these hurdles by making games that are easier to start for new players.
“Approachability is something we see people want across gaming genres,” says Justice Arman, Managing Game Designer for D&D. “Players are looking for games that keep them engaged, but they also want something they can jump right into if they only have a short time to spare. There has been a rise in shorter game sessions that require a bit less prep.”
Wizards of the Coast designed the upcoming D&D Heroes of the Borderlands, out Sept. 16, to be playable within minutes. The Starter Set includes a quick-start guide and adventures that groups can play in one-hour sessions with no advanced prep. Wizards streamlined the game’s rules so players don’t need to write anything down. Maps, handouts, and tokens make gameplay easier without sacrificing player immersion.
“Heroes of the Borderlands is going to
be unlike anything fans have seen for the current edition of Dungeons & Dragons,” Arman says. “We have reimagined how new players experience the game for the first time, removing barriers that many see as the reason they don’t start D&D, like scheduling multiple hours with friends, and there is no need to read anything ahead of time. This will also give current players an easy way to play with family and friends who have not been part of a D&D adventure before.”
STREAMLINED, STORY-DRIVEN, AND SOCIAL
Wizards of the Coast isn’t alone in aiming to make games more accessible and fun for players of all ages. Asmodee, the publisher and distributor behind Catan, Ticket to Ride, and other iconic titles, is incorporating fresh game elements for players who are looking for more than dice rolling, including companion apps for smartphones, supporting artwork, and more.
“People want more than just rules and dice — they want to explore, get invested in characters, and share immersive and engaging moments with friends,” explains Julien Sharp, General Manager of
Games like Star Wars: The Mandalorian Adventures take fans into the worlds of their favorite franchises. Source: Asmodee
Asmodee North America.
Asmodee is bringing fans deeper into the worlds of some of their favorite franchises with narrative-driven games like Star Wars: The Mandalorian Adventures and The Lord of the Rings: Fate of the Fellowship.
“We also make sure everything flows together smoothly so the gameplay never breaks the mood,” Sharp says. “The goal is to keep players completely hooked from start to finish, whether they’re on their first quest or their fiftieth.”
THE CONNECTION CAMPAIGN
In an age of digital disconnect and growing social isolation, tabletop games are a tool for kids to build the skills needed for everyday life and connecting with others. Moose Toys has several games in its current catalog that exemplify these vital elements, including Cownado and the Poppy Playtime Factory Frenzy Game.
“Games are more than entertainment, they’re one of the most powerful tools we have to help kids grow,” says Deirdre Cross, Senior Vice President of
Games & Games
Design at Moose Toys. “Through play, children learn problem-solving, empathy, resilience, and creative thinking. But perhaps most importantly, games foster connec tion. Around a table, kids aren’t just learning rules; they’re learning about each other. The experience of playing a game — of feel ing something together — can be transformative.”
Of course, the benefits kids receive from playing games are also there for grown-ups, too.
“For adults, these games offer some thing we all need: a break from screens and busy schedules,” Asmodee’s Sharp says. “They give us a chance to sit down, be present, and enjoy an experience together. Whether you’re unraveling a mystery, battling through a fantasy world, or just laughing over a wild plot twist, adventure games help create memories that last.”
Owner and Founder of The Pieceful Project, a retailer in northern Illinois, hosts D&D nights at her store to introduce new players to the game.
“What I wanted to do was to create a bright, open space where the nontraditional demographics [of game stores] could come in and learn a new game,” Stetson said in an interview for The Toy Book’s 2025 Specialty Toys & Gifts Issue. “Our Dungeon Master is a 10-year-old kid, and he knows exactly what he’s doing; he’s all over it, and he’s just absolutely dominating, but that’s not an experience he would probably get if he were playing at a different type of store.”
Games have always been a staple in the toy box, but with accessible new formats and story-driven experiences on the rise, the local game store has a renewed role to play as a gathering place, a guidepost for newcomers, and a catalyst for a lifelong love of gaming. It’s an open invitation to help shape the future of play.
Ashley Pelletier is an Assistant 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.
The new D&D Heroes of the Borderlands is a quick-start, easy entry game for new players. | Source: Wizards of the Coast
Games like Cownado help kids improve their social skills. Source: Moose Toys
SHARED ADVENTURES/HEATED BATTLES
THAMES & KOSMOS
Australis
Ages: 10+ | MSRP: $41.95
Feed schools of fish, settle coral onto reefs, or swim down the East Australian Current in this dice-drafting strategy game.
FAT BRAIN TOY CO.
Hook Rally
Ages: 8+
MSRP: $49.95
Players try to win by swinging rings and capturing three hooks. This fast-playing game is foldable for easy storage.
UNIVERSITY GAMES
MOOSE GAMES
Wiener Dog Race
Ages: 7+ | MSRP: $19.99
Everyone can experience doggone fun by drawing two dice and adding one to their dog. As their dog grows, players race to match patterns and earn points.
ULTRA PRO
Fanzone Soccer Trivia
Ages: 7+ | MSRP: $24.99
Test your soccer knowledge and race against others to be the first person to correctly answer true or false statements.
The Awkward Yeti’s Organ Attack! Game | Ages: 8+ | MSRP: $19.99
Players must use immunity, affliction, and other tactical cards to protect themselves while inflicting disease and bodily harm on their opponents.
Source: Fat Brain Toys
SHARED ADVENTURES/HEATED BATTLES
RAVENSBURGER
Disney Lorcana TCG — Fabled: Illumineer’s Trove
Ages: 8+ | MSRP: $5.99-49.99
Available: September 2025
The Fabled set introduces new franchises to the trading card game, which features unique gameplay and beloved Disney characters in familiar and fantastical forms.
SPIN MASTER GAMES
Shark Strike Ages: 5+ | MSRP: $19.99
In this shark-themed bowling game, players go headto-head by winding up their shark and launching it at their opponents’ fish pins.
CHOOSECO
Choose Your Own Adventure: The Retro Box
Ages: 8+ | MSRP: $35.99
Available: September 2025
This set features classic books in an ’80s-themed gift box, including The Cave of Time, Journey Under the Sea, Space and Beyond, and By Balloon to the Sahara.
FUN IN MOTION TOYS
Shashibo Battle Shapes Puzzle Game
Ages: 8+ | MSRP: $49.99
Who can create the most shapes?
Test your creativity and competitiveness by creating Shashibo shapes before the sand timer finishes or battle friends to create the shape first.
GOLIATH
Don’t Wake Daddy! Ages: 4+ | MSRP: $14.99
REBOUNCE Action-Packed Electronic Game
Ages: 8+ | MSRP: $19.99
Players go head-to-head by bouncing the squishy foam ball off the tabletop trampoline at opponents. The set has three game modes, features lights and sounds, and includes all-in-one storage.
This ’90s game is ready for a whole new gener ation. Players take turns tiptoeing around the house while trying not to wake Daddy on their way to a midnight snack.
SHARED ADVENTURES/HEATED BATTLES
RELATABLE
Hunt A Killer: The Haunting At Wicker Ridge
Ages: 14+ | MSRP: $29.99
Available: September 2025
Help ghost hunters Sam and Colby bring peace to Wicker Ridge by becoming a paranormal investigator. Players will use realistic clues and evidence to
TOMY
DŌTEKI Dynamic Battle System
Ages: 8+ | MSRP: $14.99-24.99
The clash of fire, ice, earth, and tech comes together in this electrifying battle system. Players can adapt, strategize, and triumph in every high-intensity battle with a set that transforms with every move.
The Crooked Moon
Ages: 16+ | MSRP: $69.99
Available: Fall 2025
This Dungeons & Dragons Fifth Edition tome features more than 400 pages of adventures inspired by grim folklore, horror films, and classic Halloween aesthetics.
KONAMI DIGITAL ENTERTAINMENT
Yu-Gi-Oh! TCG 2025 Mega-Pack Tin
Ages: 6+ | MSRP: $23.99 | Available: September 2025
Protect “the heart of the cards” with a metal tin featuring three deck dividers and three mega-packs. Each mega-pack contains a Starlight Rare, a Prismatic Secret Rare, three Ultra Rares, and eight common cards.
UPPER DECK
Rush of Ikorr
Ages: 14+ | MSRP: $19.99
Dive into the rich history of ancient civilizations with this strategic trading card game. Players can assume the role of a powerful Avatar, build iconic locations, and cast spells to claim their dominance.
THE UNSUSTAINABLE SQUEEZE
Why Our Industry Must Embrace Strategic Pricing
by TAMI MURPHY, Founder, Tamic Strategies
Here’s a sobering statistic that should give every person in the toy and game industry pause: While board game prices have increased just 10-15% since 2006, movie tickets have more than doubled. Meanwhile, manufacturing, shipping, insurance premiums, and virtually every other business expense you can think of have climbed relentlessly upward.
This pricing disconnect isn’t just an interesting industry observation — it threatens the long-term viability of businesses across our sector.
THE MATH DOESN’T WORK
In my 19 years in this industry, I’ve seen pricing pressure from all angles — as a sales manager watching margins shrink, as a marketing manager justifying budgets against compressed profits, and as an ASTRA board member hearing from retailers squeezed by the same problem.
The cautious approach many of us have taken made sense in the short term. But when costs rise 3-5% annually and retail prices remain flat, the squeeze becomes life-threatening.
For years, we survived by leaning on volume growth. But recent history — lead paint recalls in 2008, the housing crisis, shipping chaos during the COVID-19 pandemic, and now Trump-era tariffs — proves that external disruptions hit harder when our margins are already razor thin.
WE’RE UNDERSELLING OUR VALUE
We’re drastically undervaluing the impact we deliver. Couples casually drop $42 on a movie night. Families spend $65 on a minor league baseball game. And yet, we deliver months — even years — of connection, growth, and joy for a fraction of that cost.
As an ASTRA Certified Play Expert, I’ve seen the power of what we create. Play builds motor skills, strategic thinking, and social-emotional development in kids. For adults, it promotes neuroplasticity and combats isolation. For families, it creates irreplaceable bonding moments.
The transformative power of play is undeniable, but only if we can sustain the businesses that create it.
RESTORING HEALTHY MARGINS
The solution isn’t a dramatic price spike. It’s thoughtful, incremental adjustments that reflect the true value of what we offer. Strategic increases — even just $0.25 to $0.50 over time — can restore healthier margins while still delivering unbeatable value.
We need to reframe the conversation: Our products aren’t “just toys and games.” They’re tools for connection, development, and joy that outperform nearly every other form of family entertainment.
RESILIENCE = MORE THAN PRICING
Strategic pricing is just the beginning. Resilient companies also maintain cash
reserves, diversify manufacturing partnerships, and build strong relationships across their networks. Most importantly, they plan ahead because history tells us that disruption is inevitable.
Something shakes the foundation of this industry every three to five years. Whether it’s regulatory changes, economic shifts, or geopolitical instability, the next crisis is always coming. If there’s a lesson to be learned, it’s that we can’t afford to be caught off guard again.
CHOOSE TO BE READY
We have two paths: Absorb rising costs until we hit a breaking point, or take action now to build businesses that are strong enough to weather what’s ahead.
That’s why I’m launching strategic pricing and resilience workshops this August — to help our industry shift from survival mode to sustainable leadership.
Because the next disruption is coming. The companies that thrive will be the ones that prepare before it hits.
Tami Murphy is the founder of Tamic Strategies. She is a toy and game industry veteran offering a depth of real-world expertise and industryspecific insights to help companies of all sizes transform business anxiety into strategic excitement.
Top Photo: Disco Island Escape by Hootenanny Games
“Nature’s first green is gold, Her hardest hue to hold,” Robert Frost writes in Nothing Gold Can Stay. “Her early leaf’s a flower; But only so an hour,” he continues. Thanks to a burgeoning trend in toys and games, however, anyone can grow a sunflower, and it always thrives. Call it natural. The houseplant industry boomed during the pandemic. Confined to their homes, people looked to beautify their space and adopted new hobbies. Of course, toys would follow.
LET THE SUN SHINE IN…
The easiest plant to care for is the one that doesn’t die. Constructors have their pick of the garden plot: ZURU offers two collections of miniature displays, Mini Brands Create Garden and MAX Garden, the latter of which has more than 200 pieces in each capsule and six house plants to build in the line. Cra-Z-Art’s RoseArt Crystal Gem line offers kits for a Blooming Lotus Flower, a Bonsai tree, or six jeweled and potted succulents.
The Bonsai Tree, which has more
than 240 pieces for builders ages 8 and up, retails for $19.97; a class at the local brewery with Bonsai Bar, for gardeners ages 21 and up, starts at $85 and may not end with a Portulacaria afra in the same amount of time. It definitely doesn’t include a crystal cat in a swing.
The desire to beautify one’s space led to The LEGO Group’s Botanicals line, which debuted in 2021 with the LEGO Flower Bouquet and LEGO Bonsai Tree and was an instant hit. The LEGO Flower Bouquet figured prominently in a 2023 episode of Abbott Elementary; the romantic leads begin to realize they are better suited for each other when the set is more appreciated by the series lead, Janine, than the recipient. “This is the coolest friggin’ gift I’ve ever seen,” Janine correctly says.
The same is true for plush. If a Tra descantia spathacea can’t thrive at home, its counterpart, the Greenhouse by Russ 12-Inch Oyster Plant, can. So too will Fairy Garden BumBumz Gerbera Daisy Grayce. Both lines are from Jazwares, and
the company hopes they help fami lies stay grounded and creative.
“We’ve always loved giving everyday things a little personality, like a cactus with cozy vibes. With Fairy Garden BumBumz, we took that playful spirit outside,” re marks Kaitlyn Quinn, Brand Manager at Jazwares,
Gardeners won’t need to water and feed Fairy Garden BumBumz or Greenhouse by Russ. Source: Jazwares
calling the collection “soft, lovable characters that feel full of life.”
Greenhouse offers an “elevated spin,” Quinn says, noting that the hangtags include educational facts. The oyster plant, for example, is actually a root vegetable. “At the end of the day, we wanted to create plush that isn’t just cute, but feels like they have their own unique story.”
But for the horticulturalist looking for something beyond cute and cuddly, Innov8 Creative Academy plans to release Plantz next year; attendees can preview Series 1 at the LA Fall Toy Previews in El Segundo this September.
“Everything that’s out there in the botanical trends right now is cute. There’s nothing that represents the darker side,” says Gavin Lawler, CEO at Innov8 Creative Academy. Creepy cute is the hallmark for the company, which won Collectible of the Year for its Deddy Bears brand at this year’s Toy of the Year Awards.
Plantz features soft textures despite its fearsome vibe, and will expand beyond plush, just as the Deddy Bears span across collectibles, accessories, games, and candy. Each Plantz character has its own terrifyingly charming personality, and the brand dips its toe into carnivorous plants, which other companies have yet to explore. Chomp Chomp, Stingalot, Lil’ Spike, Wild Thing, and Night Scare are among the characters blossoming
“I had such a good time growing up on Little Shop of ,” Lawler explains, noting that the comedy-musical was a funky foray into a new world, inspiring Plantz to find a balance between past and future. Perhaps Series 2 will include a Venus flytrap-like character named Audrey II.
…OR EMBRACE THE GREAT
While constructors of all ages build plants meant for growing zones around the world, kids are learning to nurture more than just their imaginations as toys become tools for real-world growth.
Simplay3’s Seed to Sprout Raised Garden Planter encourages families to
garden and connect outside. The Ohio-based company was similarly inspired during the pandemic, while people were planting victory gardens. “Since we’re toy producers, we looked at what was available for children to participate in this trend,” says Brian McDonald, Vice President of Sales and Marketing.
“We saw that there was a lot of pretend play, but not really anything that the child can participate with that’s real,” he notes. “And so we said, let’s take a garden planner and let’s downsize it to the size of a child.” At 16 inches high, the planter manages to hold 20 quarts of dry soil in three sections and includes space to hold the included tools and a watering can.
At the end of summer, the planter can be used inside for plants or sensory play. Made of plastic, McDonald says the planter can be safely stored outside, too. And while it was designed for families, the planters have been ordered by schools and educational organizations. “We’ve definitely had orders with the educational trade,” McDonald reflects. “When I went
to school, we each got a Dixie cup with a bean seed.” While times have changed, the planter has adapted, with recesses to hold paper cups to stabilize or simply house seed starters before soil is added. Miracle-Gro has joined hands-on learning, too. The company partnered with Red Toolbox for a set of tools, garden gloves meant for small hands, and a wheelbarrow. “They are a great weight and quality that can be used for real gardening, built to last, and look like mom and dad’s tools,” reflects Red Toolbox’s Senior VP of Marketing & Licensing, Donna Arbietman. “We try to encourage outdoor exploration and education with quality tools designed for tiny hands.”
Through the collaborative line, kids can participate in hands-on learning and join their parents in the garden. Likewise, caregivers can observe kids as they flourish and develop new skills. “We’re hoping that kids will develop a long-lasting love for gardening.”
Thanks to designers, constructors, builders, and growers, everything gold can stay, and retailers can grow something green at the cash register.
M. Hill is an
Editor at The Toy
She has too many real plants at home but not enough plant-inspired toys. Find her weeding in the community garden.
Miracle-Gro’s Wheelbarrow and Tool Set from Red Toolbox helps kids join the family with tools sized for small hands. | Source: Red Toolbox
The first wave of Plantz sprouts next spring. Source: Innov8 Creative Academy
Katherine
Associate
Book.
HASBRO
Play-Doh Blooming Flowers Playset
Ages 3+ | MSRP: $19.99
Young florists can create and display vibrant Play‑Doh blooms with this molding set. Includes a gar den box with interchangeable pucks and book mold, pot and vase, tools, five Play‑Doh tubs, and how‑to cards.
JAZWARES
SPIN MASTER
Kinetic Sand SquishBlossom
Ages: 5+ | MSRP: $9.99
Create blooming sand designs with a flowerpot play space, molds, and kinetic sand. Squish, stamp, and mix colors to reveal flowers, bees, and
Greenhouse 12-Inch Assortment
Ages: 3+ | MSRP: $12.99
This 12 inch assortment of four house plants offers cozy, botanical inspiration. Each super soft plush features a sweet plant design and a cute pot — no sunlight, watering, or green thumbs required.
LITTLE TIKES
2-in-1 Garden Cart & Wheelbarrow
Ages: 2+ | MSRP: $44.99
This 2‑in‑1 garden cart transforms into a working wheel barrow with a detachable canopy, plant tray, and real water sprayer. Includes 10 accessories to plant, water, and transport toys inside or outdoors.
With this raised bed, kids can dig into nature without digging into the ground. Includes kid-sized tools, plant stakes, and a beginner-friendly guide; just add soil.
SUNNY DAYS ENTERTAINMENT
Barbie Garden Set | Ages: 3+ | MSRP: $24.99
This is a vibrant garden set with real tools, a watering can, and a flower pot so kids can dig, plant, and grow. It is perfect for outdoor play and imaginative adventures.
SANTOKI
LEGO Coloring Sticky Notes with LEGO Gel Pen Botanicals
Ages: 6+ | MSRP: $17.99
This creative set includes nine sticky note pads with botanical designs and a LEGO gel pen. Each pad has 25 sheets, perfect for colorful reminders, doodles, or notes with a touch of imagination.
FABER-CASTELL USA
Plant a Pet Unicorn, Kitty, Bunny, or Puppy Ages: 6+ | MSRP: $4.99
Little ones can grow their own kawaii chia plant pet with this fun indoor garden kit. Safe and non-toxic, it includes everything kids need to cultivate and care for their pet — just add water.
RED TOOLBOX
Miracle-Gro Wheelbarrow and Tools Set Ages: 3+ | MSRP: $69.99
This kid-sized garden set includes a working wheelbarrow, real-feel tools, gloves, apron, and more. Durable and safe, it encourages outdoor play, creativity, and hands-on learning for budding green thumbs.
GRIDDLY KIDS
Just Add Fruits and Veggies
Ages: 8+ | MSRP: $29.95
Tweens can explore more than 20 hands-on experiments using produce to spark learning through osmosis, electricity, and more fun for curious kids.
FLYBAR
Plum Discovery Mud Pie Kitchen
Ages: 3+ | MSRP: $399.99
This outdoor playset invites hands-on, outdoor
ZURU
MAX Garden | Ages: 3+ | MSRP: $7.99
Build a colorful collection with six unique garden capsules to build and display: Hydrangea, Sunflower, Gypsophila, Campanula, Cosmos, and Phalaenopsis. Each capsule includes a plant, pot, and stand — perfect for mixing matching, and collecting.
GARDEN REPUBLIC JR.
Strawberry Shortcake
Decorate And Grow Starter Kit
Ages: 4+ | MSRP: $29.99
HANDSTAND KITCHEN
Totally Deco! Make Your Own Macrame Plant Hangers | Ages: 8+ | MSRP: $24.99
This gardening kit includes a pink wood en planter box and real strawberry seeds for planting. It can be personalized with scratchand-sniff Strawberry Shortcake stickers while waiting for the berries to grow.
This hands-on kit makes it easy to craft two colorful macrame plant hangers with yarn, beads, and more. It’s a creative, beginner-friendly project for kids and teens, all packed in a recycled keepsake box.
themed display mat.
LET’S PLAY OUTSIDE
FUN IN MOTION TOYS
Wandini Glow.0
Ages: 8+ | MSRP: $29.99
With this levitating LED wand, tweens can create a stunning light show. Loop it on your finger, swirl and twirl, and let the glowing illusion amaze everyone.
BLUE MARBLE
National Geographic Balance Stepping Stones | Ages: 3+ MSRP: $39.99
These indoor/outdoor stepping stones help kids develop balance, motor skills, and coordination. With non-slip rubber bases and a stackable design, these hard-plastic stones are durable, safe, and easy to transport. Includes 10 stepping stones in six colors.
MGA ENTERTAINMENT
Little Tikes Justice League Blasters Ages: 3+ | MSRP: $10.99-32.99
Little superheroes can save the day with this collection, including the Superman Boom Blaster (pictured), Batman Bow Blaster, Batman and The Joker Boom Blasters, and soft Power Pods (ammo) inspired by members of DC’s Justice League.
This adaptable and comfortable bike will help kids learn to balance, pedal, and ride independently. It grows with kids, accommodating rider heights from 37 to 49 inches.
Active tweens can customize their video gameinspired blaster with more than 1,000 combinations using interchangeable parts. Choose semi-auto, burst, or full-auto modes and fire 48 high-performance foam darts for epic, fast-paced action.
JAKKS PACIFIC
Barbie Pickleball Set | Ages: 8+ | MSRP: $39.99
This Barbie-fied pickleball set brings pink power to the net-and-ball game. Complete with two paddles, a net, and a ball, this set has everything a young athlete needs.
THAMES & KOSMOS
Wow in the World: Kids’ Telescope & Astronomy Kit | Ages: 6+ MSRP: $49.95
This kid-friendly telescope set includes a full-height metal tripod and 25x/50x magnification, making it ideal for young astronomers exploring the night sky.
SPIN MASTER
Aerobie Bounce Disc | Ages: 5+ | MSRP: $14.99
Bounce, throw, and catch with this 8-inch disc, which rebounds off surfaces for endless trick shots and action-packed fun.
DRIVEN TO PLAY
MATTEL
Hot Wheels Monster
Trucks Tiger Shark
Climber R/C Vehicle
Ages: 5+ | MSRP: $49.99
Available: Fall 2025
THE LEGO GROUP
LEGO F1 Collectible Race Cars
Ages: 6+ | MSRP: $4.99 each
Race to collect and build up to 12 mystery Formula 1 cars with moving wheels and helmets. Race fans can collect teams such as McLaren, Aston Martin, Mer-
This R/C vehicle conquers any terrain with Grip Ac tion Tires, an innovative climber tail to clear obstructions, and an epic spin mode.
SUPER IMPULSE
World’s Smallest Hot Wheels Snoopy
Ages: 8+ | MSRP: $5.99-$6.99
Miniature Snoopy takes flight atop this die-cast World War I Flying Ace car. It features working wheels and comes in a collectible diorama case.
MGA ENTERTAINMENT
CarTuned Custom Shop Castworks
Ages: 8+ | MSRP: $14.99 each
Collectors and creators can customize their CarTuned vehicles with body decals, unique graphics, sleek wheels, and chassis modifications.
THE LOYAL SUBJECTS
M.A.S.K. | Ages: 8+ | MSRP: $64.99-129.99
The M.A.S.K. collection reboots the Kenner line from the ‘80s with an updated range of action figures and vehicles, including the Thunderhawk, Condor, HTH (High Tech Helicopter), and the massive MDU (Mobile Defense Unit, pictured). Each transforms for battle with epic weapons and special features.
This playset includes a Smash & Bash DIGatron vehicle with a detachable launcher. Kids can launch the Monster Truck at the robot and pull the lever to repair it.
PLAYMOBIL
PLAYMOBIL Starter Pack Space Mission Ages: 4+ | MSRP: $22.99
Young explorers can pretend to gather rock samples, explore space, and transmit data with this playset, created in collaboration with the European Space Agency. It comes with a satellite, an astronaut, and intergalactic gear.
BASIC FUN!
Tonka Next Gen Mighty Dump Truck Ages: 3+ | MSRP: $34.99
Little builders can dominate any job site with this truck, featuring a steel articulated dump bed with safetouch edges, front and rear tow hooks, and mega wheels.
TOMY
Big Farm 1:16 John Deere Excavator Ages: 3+ | MSRP: $62.99 | Available: Fall 2025
Future farmers can prep their fields with this excavator, which features an articulated arm and bucket for digging, an opening cab door, and realistic lights and sounds.
MAISTO TECH R/C
Mini Metal Die-cast R/C Assortment Ages: 6+ | MSRP: $29.99
Available: Fall 2025
Strap in for high-speed with these polished, Bluetooth-controlled mini diecast R/C cars. Download the Maisto Tech app, and your phone becomes the car’s remote. Distributed by Toysmith.
LIMITING LEGAL LIABILITY FOR YOUR TOY COMPANY
What You Need to Know About Safety
by STEPHANIE POTTICK, ESQ., Pottick Law PC & Protect for Success
Remember the Hebrew National hot dog commercials from back in the day in which Uncle Sam holds a hot dog and the announcer claims their kosher beef dogs “answer to a higher authority”? (If not, look it up online.) Well, that’s what it’s like in the toy industry: We answer to a higher authority.
When it comes to creating, manufacturing, and selling toys, children’s safety should always be top of mind. Companies creating products for kids are responsible for ensuring those products are safe, whether they’re action figures or outdoor toys and games — I can’t imagine what warnings have to be on dart games!
If one of those products causes harm, the toy company (and its factory, retail, and distribution partners) may be held legally and financially accountable. That’s legal liability.
So, if your company is making or selling toys, you should consider the following at minimum:
• Have a comprehensive insurance policy and be sure it includes product liability insurance.
• Make sure your toys comply with applicable safety standards by working with a recognized testing lab.
• Design with safety concerns in mind — the quote “an ounce of prevention is worth a pound of cure” applies here.
When it comes to insurance, there are certain types to help shield your business from lawsuits and claims — like general liability, intellectual property, errors and omissions, and even recalls — which I didn’t learn about until recently — but product liability insurance is possibly the most important.
Tip: An experienced insurance broker, preferably one with experience in the toy industry, can be a valuable resource to help you navigate not only which types of insurance are right for you, but also which coverage amounts are appropriate for the types of products you’re selling.
Safety testing is a great way to help ensure toys comply with applicable laws. This can help to reduce liability by not selling toys with harmful components. Plus, your testing lab should be able to assist with required warnings and packaging instructions. Depending on who you’re selling to and if you’re licensing, you may be required to both safety test and have insurance.
When creating your toys and products, think about how design fits into safety. For example, if you are creating an R/C vehicle or an outdoor jungle gym, your design should probably include rounded edges instead of sharp edges. Whatever you can do up front in the process can help because defects in your toy’s design can lead to legal liability if some-
Source: stock.adobe.com
one is injured (or worse).
Remember, “hoping for the best” is not a winning strategy. Lawsuits and recalls are costly, so it definitely makes sense to be proactive about limiting your legal liability.
* Disclaimer: This article is for informational purposes only and is not intended to be legal advice.
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 allows her to understand them from both the business and legal perspectives. She works with toy companies, creators, and inventors so they can protect, launch, and manufacture or license with confidence. Email her at contact@protectforsuccess.com.
Q1: Hasbro recently released two new Star Wars: The Black Series action figures based on the second season of Andor. Which two characters were featured as figures?
Q4: Which iconic Angelina Jolie role inevitably became a coveted action figure?
Are you ready for action, adventure, and fun? Well, you’re in luck because that’s the definition of the toy industry! Take the quiz below for a deep dive into our industry’s storied history and to test your knowledge on all of the actionpacked fun.
Q7: In a CNBC interview, Bill Gates cited playing games as one of his favorite ways to relax. Bridge was his favorite card game. What was his favorite board game?
Q2: IYKYK: What message do the letters on the 2025 Hot Wheels Art Cars spell out?
Q3: In what branch of the military did the original G.I. Joe serve?
Q5: It’s not a new year without a new Hess truck! What’s in the pipeline for 2025 so far?
Farm Tractor
Q8: The Strong National Museum of Play inducted the iconic Big Wheel tricycle into the National Toy Hall of Fame in 2009. When was it originally introduced?
Q9: Which of these Monopoly collaborations has yet to come to fruition?
John
Q6: A dance scene between Ellie and Dina is the Season 2 starting point of which TV show inspired by which topselling adventure video game?
All of the above 4. Lara Croft 5. A. Plush Farm
Tractor 6. The Last of Us 7. Settlers of Catan 8. 1969 9. D. Patagonia
LAZER KNIGHTS (SELECT MERCHANDISE)
Each action figure comes with a laser light beam weapon and armor that has a special, photo-sensitive target on its chest. When this spot is touched by an enemy laser beam, a siren sound will ring to signify a direct hit.
CRACKERS IN MY BED (PARKER BROS.)
Exercise your memory skills by matching the exposed cards to the ones hidden in the slots on the bed. Once a match is found and a cracker is completed, feed it to the kid by placing the cards in his mouth.
CENTURIONS HEROES (KENNER)
Each figure is equipped with Exo-Frames and attachable weapon systems. Pictured are the newest additions to the line, Infiltration Expert John Thunder and Energy Expert Rex Charger. Collect them all.
LADIES’ NIGHT (MARUCA INDUSTRIES)
In this “first-ever game created exclusively by and for women,” the goal is to try to anticipate how others will answer questions in five different categories. Will you accept the invitation to play “The Game for Women Only,” and what will you learn about each other and yourselves?
WHO’S POOR? (HPH DEVELOPMENT)
In this game, players start out “poor” but, with various prompts, are divided into “rich” and “poor.” Each side plays by different rules. The player with the most money at the end of the game wins.
