The Toy Book - February 2026

IN THIS ISSUE

laurie@toybook.com Vice

Jackie Breyer jackie@toybook.com

Editor-in-Chief

| Adorable, Fashionable, & Adventurous

| Cute, Cuddly, & Collectible

company’s 30th year. 202 | 2026 Pulse of Play Awards Honoring Excellence in the Business of Play

212 | Where Play Meets Purpose: Jasey’s Toy Chest One Family Helps Bring Others Together Through Meaningful, Shared Play 232 | From the Pitch to the Playroom Soccer-inspired Toys and Games Gain Traction Ahead of the FIFA World Cup

Showcases

| Stock This!

| A Taste of ‘26

| The Action Aisle

| Driven to Play

| The Learning Lab (STEM & MESH)

| Impulse & Novelty

| Oh Baby! 216 | Playful Preschool 226 | Shared Adventures, Heated Battles

| Let’s Play Outside

The Licensing Book

| The Licensing Book A Return to Print

| Industry Update The Latest Deals

| Classic Toys. Iconic Licenses Playmates Toys Celebrates 60 Years of Fun 136 | What’s New Hot Licensed Toys & Games 144 | Digital Hits, Physical Play Bonkers Toys Brings YouTube Preschool Stars to Retail

146 | Playing with Patriotism Following the Spirit of ’76, America250 unlocks another red, white, and blue wave of toys.

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

On the cover: Artist Kenny Kiernan returns to celebrate

Toy Fair Brings a Year’s Worth of Business in a New York Minute

by JAMES ZAHN, Editor-in-Chief

No matter how the calendar shifts or how the market ebbs and flows, there’s something fitting about starting a new year in Manhattan with the business of play in motion. Last year, Toy Fair made a triumphant return to the first quarter, and now it’s back in its traditional February time slot for the first time since 2020.

This year’s edition of The BIG Toy Book kicks off The Toy Book’s 42nd volume. Our first issue debuted at the North American International Toy Fair in February 1985, and while much has changed since then, the fundamental spirit of play remains the same. In these pages, you’ll find that spirit reflected across brands, retailers, inventors, analysts, and creators who continue to drive the industry.

MILESTONE MOMENTS

Mattel’s American Girl turns 40 this year, and we explore how the brand still connects with kids and collectors in a way few brands can. We also take a look at the America250 licensing push as the country counts down to its 250th birthday, a rare opportunity for history, product development, and retail strategy to come together on the same stage. And, with the FIFA World Cup fueling big interest in soccer, we’re checking out all the latest developments as the sport runs from the pitch to the playroom.

New voices and brands also emerge. Jasey’s Toy Chest makes its Toy Fair debut, presenting a full range of products created by industry veterans, while

Bonkers Toys bets big on the next wave of digital-first creators to connect with preschoolers and power sales. We’ll also learn how one kid created a sweet new game that’s scoring a win with retailers and players alike, and how Moose Toys is bringing former NASA engineer Mark Rober’s CrunchLabs to toy departments everywhere. Artist Kenny Kiernan’s latest cover holds even more clues to a big year.

PACKED WITH PLAY

Our annual State of the Industry Q&A series returns, with executives sharing their insights on market conditions, key wins, design philosophies, and strategic realities. This year, we’re also debuting two new departments: The Hobby, centered on the explosive growth of trading cards and related collectibles, and The Design Shop, spotlighting the creators and innovators shaping the next wave of toys and games. We’re also celebrating the winners of The Toy Book’s second annual Pulse of Play Awards.

FROM IDEAS TO ICONS

We’ve been hinting at it for a while, and this issue makes it official: The Licensing Book is back in print! Our former sister publication, which debuted in 1983, has been on vacation since 2018, and is back in action as a section within the pages of The Toy Book. Its return to print is the direct result of industry and reader feedback and requests, and we’re excited to explore new possibilities and categories as The Licensing Book stands

tall within our Adventure Media & Events portfolio, alongside The Toy Book, The Toy Insider, and The Pop Insider.

PLAYING FOR TOMORROW

It would be remiss for me not to acknowledge that the toy industry has survived another year of challenges — including continued tariff uncertainties — reminding us yet again that resilience is one of play’s most reliable traits.

We live in tumultuous times, where political division dominates headlines, and childhood years shrink as kids grow up faster. It’s important to remember that no matter which side of the aisle you’re on, one thing that nearly everyone can agree on is that they all want the best for their kids. We all play a role in that story, and no matter where you fit in the toy industry ecosystem, in the end, we’re all doing our part to put smiles on faces. As Bill and Ted once said, “Be excellent to each other!”

I’ll see you on the next page. 

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

Pictured: The Javits Center

Source: Kyeema Mizell - stock.adobe.com

LEGO NINJAGO TURNS 15

The LEGO Group will celebrate 15 years of LEGO NINJAGO with special edition sets, new story content, expanded digital play in Fortnite, collaborations, and global fan events. The homegrown franchise continues to build one of LEGO’s largest fandoms, with 2026 marking the start of a new era for the ninja universe.

“This anniversary is not just a celebration for us, it’s for our fan community,” said Nigel Kong, Head of Product at the LEGO Group. “Whether a lifelong or new fan, now is the time to Go Full Ninja!” See LEGO in Booth Nos. 1323 and 1335. 

NEW CARDS, NEW CATEGORIES: KAYOU MAKES TOY FAIR DEBUT

Kayou makes its first appearance at Toy Fair New York amid a U.S. expansion. The global trading card leader entered the U.S. last year, connecting with fans during New York Comic Con in October. Known for a portfolio of nearly 100 licensed brands, including Naruto, My Little Pony, and Tokidoki, Kayou introduces new cards and expanded categories, including figures, mini scenes, stationery, plush, accessories, and card-plus-collectible bundles. Attendees can discover the lineup in Booth No. 6735. 

SHASHIBO GETS AN UPGRADE

Fun In Motion Toys debuts its expanded Shashibo Magnetic Puzzle System at Toy Fair New York, including OCTA, DODECA, and ICOSA, all featuring the brand’s new deluxe packaging. Each shape offers unique transformations and full compatibility for Collect & Connect play. Retailers can preview the system at booth No. 2165. 

DEDDY BEARS EXPANDS

Innov8 Creative Academy teams with creator Chris Dicker to launch Deddy Bears’ new YouTube channel, serving up animated shorts, lore drops, and interactive fan moments for a wider audience. Visit License 2 Play in Booth Nos. 2451 and 2557 to scare up a first look. 

SUNNY DAYS’ NEW BRANDS

Sunny Days Entertainment is showing more than 50 new products across three new brands and four new licenses in Booth No. 2913. The range spans bubbles, novelties, vehicles, dolls, playroom, and pool float categories, including nine new Fisher-Price offerings. 

FROM KOOL-AID TO KIMMON

Incredible Group is debuting a wide range of new lines at Toy Fair, including Kraft-licensed Squishies, featuring KoolAid Man, Kraft Mac & Cheese, Oscar Mayer Hot Dog, Jet-Puffed Marshmallow, and Jello-O. Booth No. 2353 also features the latest from collectible sensation Kimmon and Silent Sports.

The company is also showing Mooshies, a line of lightly-scented slowrise squishy foam collectibles in mystery boxes. Retailers can look for Cheese Toast, Kitten Dumplings, Ice Cream, Apple Pie, and Pastry series. 

Source: The LEGO Group

SUPPORTING THE TOY BUSINESS YEAR-ROUND

Toy Fair sets the stage. Los Angeles keeps the industry moving.

by KIMBERLY CARCONE, Executive Vice President of Global Experiences,

As you’re reading the pages of this magazine, you’re right where the toy industry comes alive — at Toy Fair in New York. The show floor is buzzing, meetings are unfolding in every aisle, and new ideas are being discovered in real time. As the largest toy show in the Western Hemisphere, Toy Fair brings together the full spectrum of the global toy community and sets the tone for the year ahead. It’s a moment to reconnect, to be inspired, and to look forward to what’s next for toys and play.

And while Toy Fair anchors the industry’s calendar, the business of play continues well beyond New York. Today’s buying cycle is ongoing, fast-moving, and increasingly shaped by year-round engagement. Los Angeles now plays a unique role in the toy ecosystem, bringing together entertainment, licensing, retail, and product development in one place. It’s where early conversations happen, where product lines are reviewed, and where buyers and brands benefit from focused, in-person engagement outside of a traditional show environment That reality helped elevate LA — and El Segundo’s Toy District — as a critical hub for our industry, and inspired a meaningful investment from The Toy Association.

LA TOY DISTRICT ACTIVITY

Listening closely to what companies

needed and asked for, The Toy Association opened The Toy Building last September as a dedicated home for our community. Purpose-built for connection and discovery, The Toy Building provides a centralized space where brands can showcase product, meet with buyers, and participate in market activity during key moments of the buying cycle.

The existence of The Toy Building reflects the Association’s commitment to supporting the industry not just during major events, but throughout the year, offering consistency, flexibility, and a strong presence in one of the most influential toy markets in the world.

Seasonal market weeks are also supplementing industry activity in LA. In collaboration with LA-based manufacturers, companies with showroom space in El Segundo, and the International Toy Board, The Toy Association confirms LA Spring Previews will take place April 20-24, while LA Fall Previews will be September 14-25.

FLEXIBLE WAYS TO PARTICIPATE

To meet companies where they are during these tenuous times, The Toy Association will offer temporary showroom space at The Toy Building during spring previews, providing an accessible way for brands to participate without a longterm commitment. This option supports

The Toy Association

companies introducing new lines, testing concepts, or exploring the LA market for the first time.

For those seeking a consistent presence, permanent showrooms are also available, offering year-round access to buyers and partners in LA. For additional information or to schedule a tour, contact The Toy Association’s Laura Mangiaracina at lmangiaracina@ toyassociation.org, or Peri Halprin at phalprin@toyassociation.org.

From the excitement unfolding at Toy Fair in New York to the ongoing discoveries in LA, The Toy Association remains focused on supporting how the toy industry works today. Rest assured that the Association works around the clock to create new opportunities for connection, collaboration, and growth — wherever and whenever the industry needs them. 

Kimberly Carcone is the Executive Vice President of Global Experiences at The Toy Association. She has decades of experience in non-profit and corporate management, event development and execution, sales, marketing, and publishing. She was named a Women in Toys, Licensing & Entertainment Wonder Woman in 2024.

DOLLAR SALES, CANADA TOY INDUSTRY,

DOLLAR SALES, BRAZIL TOY INDUSTRY,

THE TOY YEAR BEGINS

Collectibles, AI, and the “Silver Market” Take Center Stage at the 2026 Hong Kong Toys & Games Fair

Words and Pictures by CHRIS BYRNE, The Toy Guy, President, Byrne Communications

The Hong Kong Convention & Exhibition Centre was buzzing in January as more than 41,000 buyers from around the world visited the show. The show ran concurrently with the Hong Kong Baby Products Fair and the Hong Kong International Stationery & School Supplies Fair, bringing the total number of buyers to more than 82,000 and exhibitors to 2,600.

Despite global challenges for the toy business in 2025, enthusiasm was high for the new year, particularly among buyers from ASEAN countries, one of the steadily growing markets targeted by the Hong Kong Trade Development Council (HKTDC), the show’s organizer. Christophe Magnus, International Key Account Manager for the Belgium-based Smart Toys and Games, summed up the show’s energy perfectly, saying, “All shows are great, and I love this show for expanding our business.” His sentiment was echoed by a wide variety of exhibitors from many companies. Chinese Mainland and Hong

Kong companies, in particular, used the platform to launch their own IP. Companies that were previously primarily OEM and ODM have introduced their own brands, and the growing sophistication in design and marketing has made many ready to play on the world stage.

This year, as HKTDC continued to support sustainability efforts, the show also introduced two new sections reflecting industry changes.

THE POP & PLAY PAVILION IS A TRADE SHOW GAME-CHANGER

The new Pop & Play Pavilion brought together more than 150 IPs, with a focus on blind boxes, collectibles, and limited-edition products. Set in a separate hall from the main show, it was the first time that consumers were invited to attend what had previously been a closed show. Exhibitors sold, and local influencers streamed from the floor, highlighting new and exclusive introductions.

While blind boxes and trading cards dominated many of the lines on display, some merchandising changes may be in the offing. Several companies are offering their collectibles either in blind boxes or window boxes (so consumers can see what they’re getting). Company representatives said that this was in response to both consumer and retailer demand. It removes the gambling element from the purchase, supports collectors, and, quite frankly, can help minimize consumers ripping open packages without buying.

Tutu Mokey was a hit in the Pop & Play Pavilion.

TARGETING THE “SILVER MARKET”

According to a presentation by the group Aging Asia at the Asian Toys & Games Forum at the show, the 50-plus population in Asia is the fastest-growing consumer group, accounting for $4.56 trillion in spending alone. Sylwin Angdrew, the organization’s general manager, also cited an AARP report stating that 52 million seniors in the U.S. play games for social connection and mental acuity.

The show introduced a “Happy Ageing” [sic] label to identify companies that are addressing this growing “silver market.” Several companies introduced interactive pets, many of which were AI-powered. Puzzles, games, and inter-generational activities were also being promoted for older consumers. Robotics also plays a role in this category, both for everyday and therapeutic uses. Aging Asia estimates the market for these products is about $4.7 billion, a figure likely to rise as products are refined and costs decline.

AI TOYS CONTINUE RISING

Not surprisingly, the number of

AI-supporting toys exhibited grew significantly over last year. As noted, the silver market is one target, but there were several targeted at kids. However, cost still remains a factor, and concerns about access, filters, and guardrails for kids’ use of AI-enabled toys remain.

Hong Kong-based Eastcolight has leaned heavily into AI development for both its science-based toys and the newly announced story-building toy, Evie’s Magical Tale. This includes a variety of figures that, when placed on an AI-enabled platform, can create narratives, interact with kids, and, for the first time, engage in conversations between multiple characters and the user.

SOCIAL SELLING MAKES IMPACT

Social selling, well established in Asia, is poised to make an impact worldwide. From TikTok Shop to streaming, this is a growing area of opportunity and marketing. It was the leading topic in a session on current issues in retail that stressed best practices, how to create impactful selling, and how this new area complements other retail channels.

THE ROAD TO 2027 BEGINS

According to Jenny Koo, HKTDC Deputy Executive Director, the show continues to position exhibitors for international growth, connecting brands with new buyers and channels. Work on the 2027 edition is already underway, and further changes are expected. Koo offered no spoilers, saying only that “To find out more, you’ll just have to come back.” It’s clear that Hong Kong intends to remain a key stop on the industry’s global toy fair calendar, and we’ll be there to see what’s next. 

Chris Byrne is a toy industry veteran with more than 30 years of experience working at toy companies, writing, and studying the business. In addition to writing for major trade magazines, he serves as Editor of Global Toy News and has published seven books on toy-related themes, comments regularly on the toy business and child development as it relates to play, and hosts “The Playground Podcast.” Follow him on Instagram: @thetoyguy.

Clockwise from top: Many booths offered trend-driven products; AI pets and chatbots were abundant; the AI-powered Evie’s Magical Tale from Eastcolight scored some buzz; Garden of Feelings is a homegrown IP from China’s Artoy Industrial.

THE COMEBACK WAS COLLECTIBLE

Resurgence, reinvention, and strong holiday performance shaped the U.S. toy industry in 2025.

by JULI LENNETT, Vice President, Industry Advisor, U.S. Toys, Circana

The U.S. toy industry experienced a strong comeback in 2025, reversing two years of stagnation and decline. Dollar sales surged 7% through November 2025, compared to the same 11-month period in 2024, as average selling price (ASP) increased by 3% and, notably, unit sales climbed 3%. This rebound marks a significant turnaround from the contraction in 2023 and the flat 2024, signaling renewed consumer enthusiasm for toys — especially among adults buying toys for themselves. Since 2020, toy sales have grown by 19%, representing a 3% compound annual growth rate (CAGR), a testament to the industry’s resilience and adaptability.

Source: Fanatics

It is also worth noting that the toy

industry is outperforming other general merchandise categories tracked by Circana, emphasizing the strength of toys compared to the broader retail landscape.

THE BIG THREE: COLLECTIBLES, LICENSING, AND OLDER AUDIENCES

If we exclude trading cards from these topline results, the market was more muted in 2025, underscoring the outsized role that collectibles are playing in driving growth for the toy industry. Here’s a look at the three dominant themes that defined the market in 2025:

Collectibles: Up 34% based on dollar sales, fueled by trading cards and action figure collectibles. Trading cards alone accounted for 67% of all gains in the toy industry.

Licensed Toys: Grew 14%, driven by sports, fantasy, animals, movies, and video games. Licenses, including NFL, Formula 1, and Minecraft, were major contributors to growth.

Tweens and Adults: Recipients ages 12 and up continued a five-year

growth streak, with sales for this demographic up 16%, led by The LEGO Group, Pokémon, and Fanatics’ Topps.

These trends reflect a shift toward fandom-driven purchases and the growing influence of adult collectors and older kids in the toy market.

SUPERCATEGORY SPOTLIGHT: CONCENTRATED GAINS

Six of 11 supercategories posted yearover-year dollar growth. The fastest-growing supercategories are closely tied to the three key themes outlined above. The top performer, Games & Puzzles, saw dollar sales increase by 41% through November, driven by Pokémon and other strategic trading card games. Explorative & Other Toys grew by 20%, boosted by NFL trading cards. Building Sets rounded out the top three, with sales up 12% as Formula 1 led gains.

POKÉMON MAKES HISTORY

Pokémon shattered records in 2025, surpassing $2.1 billion in toy sales through November, becoming

Pokémon Holiday Village

Source: The Pokémon Company International

Supercategory Performance Update:

Six of the 11 supercategories posted dollar growth through November 2025*, with each also showing unit growth. Games & Puzzles was driven by Pokémon, Explorative & Other Toys by NFL trading cards, and Building Sets by Formula 1.

*Full-year numbers were unavailable at press time.

the first property in at least 20 years to cross the $2 billion mark annually. NFL surged more than 100%, climbing in the ranks from No. 10 last year to the No. 2 best-selling toy property this year. Other top growth performers included Wizards of the Coast’s Magic: The Gathering, Formula 1, and Minecraft.

HOLIDAY PERFORMANCE

In the 13 weeks of the fourth quarter, toy industry dollar sales increased by 4%. The Black Friday and Cyber Monday weeks were flat compared to the same period in 2024, although still outperforming overall general merchandise, which declined. With Christmas falling on a Thursday, retailers gained an extra shopping day, boosting dollar growth by 23% for this critical shopping week.

LOOKING AHEAD: CHALLENGES AND OPPORTUNITIES

The U.S. toy industry enters 2026 with strong momentum, but several forces — some supportive, some disruptive — will shape the path forward.

So far, we haven’t seen tariffs make a big impact on ASP due to many factors including, but not limited to, manufacturers and retailers absorbing costs rather than passing them along to the consumers; a mix of non-tariffed toys with tariffed toys; promotional pricing; and, perhaps the

most important, consumers have stuck to their budgets and bought toys in the price range they budgeted for. However, tariffs and their trickle-down impact remain a big unknown for 2026.

Inflation, wages, birth rate, and consumer confidence will shape demand in the year ahead, while high credit card debt looms as a potential drag. If wage growth cools or job markets soften, discretionary categories like toys could feel the pinch.

Still, there are several tailwinds, the first being that the toy industry tends to be resilient in tough times. Parents prioritize their children’s happiness, and toys are both beneficial and a relatively affordable indulgence compared to big-ticket discretionary items. On that note, toys play a significant role in the health and wellness of both children and adults. Digital wellness, or reducing time spent on digital devices, is an area that people are discussing. Toys that foster hands-on play, creativity, and social connection are well-positioned for this digital detox.

As the next major retail shift, agentic and social commerce should be viewed as an exciting new way to potentially reach untapped audiences. This is the most exciting development to happen to retail since the advent of e-commerce.

And finally, the robust pipeline of toyetic movies and entertainment properties in 2026-2027 should keep licensed

and collectible toys vibrant. Even companies without direct licenses benefit from the traffic, awareness, and cross-category halo — a rising tide lifts all boats.

2025 proved that the U.S. toy industry can bounce back — and thrive — when it leans into fandom, licensing, and innovation. With solid holiday season momentum, a promising pipeline of content, expanding social commerce, and ongoing strength in consumer demand, the stage is set for continued, though likely uneven, growth in 2026. The winners will be those who balance the collectible engine with evergreen play, value, and building communities that turn enthusiasm into enduring demand, while prudently managing tariffs and protecting the consumer’s budget-friendly price points. 

Data Sources: Circana, Retail Tracking Service, U.S. Toys, Dollars Adjusted, YTD November 2025; Circana, Checkout Recipient Insights, U.S. Toys, Dollars Adjusted, YTD September 2025.

Driven by her own passion for toys, Juli Lennett has spent nearly two decades with Circana’s U.S. Toys practice helping manufacturers and retailers identify growth opportunities. As the firm’s U.S. toy industry spokesperson, Lennett offers insights on retail and consumer trends in toys to manufacturers, licensors, retailers, and the media.

compiled by JAMES ZAHN, Editor-in-Chief

fter a year marked by tariffs, volatility, political chaos, and broader economic concerns that pressured consumer confidence and retail inventories, the U.S. toy industry still managed to come out ahead.

Now, The Toy Book brings together a panel of industry leaders, including manufacturers and retailers — energized, inspired, and focused on the positive — to discuss the trends, wins, challenges, and opportunities shaping the industry as the road through 2026 winds ahead.

JEREMY PADAWER Chief Brand Officer, Jazwares

How are entertainment, gaming, and influencerdriven brands shaping the business this year?

Content has never been so prolific or fragmented. Until approximately 2005, video game IP was considered very much secondary in the toy industry. A few brands were considered A-level, but those that reached that upper echelon only did so for a moment in time.

Today, gaming has taken on an entirely different role in toys and collectibles, but when I talk about gaming, I’m no longer just talking about video games... I’m talking about trading card games [TCG]. Disney Lorcana, Magic: The Gathering, Pokémon, One Piece, and so many other TCG properties are hitting sales levels never considered possible. Adult collectors and their desire to show off fandom and collect for secondarymarket value drive much of traditional video game IP in the toy aisle; many of the same motivations do so in TCG.

Lastly, influencer-driven brands have been hit-or-miss in toys and collectibles. MrBeast has been a standout success, while so many others have had either a brief moment in the sun or none at all. It’s truly hit or miss. There are simply too many players on the field to allow every single one to hit.

This is just an appetizer for the greater conversation — quick hits featuring expert insights from 26 individuals at various stops in their journey through the business of play. Our participants range from industry legends at the top of their game to familiar faces in new places, bringing their expertise and personal spin to companies in the midst of a turnaround. We also welcome new voices, joining the State of the Industry for the very first time.

At the end of this feature on page 65, scan the QR code to unlock the in-depth insights on toybook.com. 

How is Jazwares approaching speed-tomarket in fast-moving categories?

We’ve always been early. If the toy industry were a cake, it would be two parts evergreen and one part trend. We specialize in independently owned IP distributed on new frontiers. You must act quickly — not just to sign, but also to manufacture. That’s the nature of trend. If you aren’t first to the table, and you aren’t fast to tool, manufacture, and distribute, then you’re baking with only one of the two key ingredients for success in the toy industry.

What do you see as the biggest challenges and opportunities for toy retailers across North America?

There are plenty of both. Some are macroeconomic in nature, and I’m not going to address those. They are geopolitical and way above my pay grade. The biggest challenge retail faces daily, which I will discuss, is balancing safe bets with new opportunities. Without a Toys “R” Us with 1,000 stores singularly focused on toys, we tend to bend toward so much safety at mass. Innovation always drove excitement. We’re starved for it. Every year, people would ask me the same question, “What’s the hot new toy this year?” I feel like we’ve lost some of that in this era. My hope for the toy industry in the chapter ahead is that we embrace the magic and innovation of toys and that we take bigger bets together. 

JOSH SIMON

CEO, Funko

How are new categories or formats expanding Funko’s consumer audience beyond the core fanbase?

We don’t think about new formats merely as SKUs; we think of them as platforms that unlock different fan experiences. Funko continues to lead in three key collectible formats. 1) Premium Blind Box offers a platform for independent artists and collaborations, giving creators the freedom to bring unique ideas into the Funko universe. 2) The newly announced Pop! Mystery expansion, launching in the third quarter, provides a premium, design-forward experience that blends discovery, storytelling, and exclusivity. 3) Bitty Pop continues to grow as part of the Bitty Verse, a playful world of towns, cities, stages, and neighborhoods that encourages world-building and repeat engagement. When culture moves, creativity gives it form, and commerce puts it into fans’ hands. Together, these platforms create multiple emotional entry points — whether someone is discovering Funko for the first time, chasing exclusives, following favorite stories, or building immersive worlds — expanding our audience while staying true to Funko’s spirit of innovation and cultural relevance. 

ROBIN MOTTS

SVP, General Merchandise Manager, Hot Topic, Inc.

What were some of the biggest wins at Hot Topic and BoxLunch last year?

One of the biggest wins was diversification across both partners and product expression. Expanding our partner base drove success with newer companies like Thrilljoy and Kaleidos, while newer formats — from the growing bag clip category to artist-designed products — unlocked fresh points of engagement. These areas allowed us to blend creativity and collectibility in a way that felt new, intentional, and highly resonant with our customers.

Which consumer behaviors do you believe will define fan retail in the year ahead?

Fan retail is ultimately about emotional connection and timing. Customers respond when a product shows up at the right moment and feels tied to something they genuinely care about. Discovery is happening faster than ever, which means expectations are higher across both online and instore. Digital often drives awareness, but physical retail still matters when it delivers immediacy and an experience that feels worth the trip. 

BILLY LAGOR

President, Toy and Game Hasbro

How would you characterize Hasbro’s overall performance entering 2026?

Hasbro is entering 2026 with tremendous momentum thanks to our “Playing to Win” strategy. Looking ahead, I’m particularly excited for our incredible range of licensed products with amazing brands like Star Wars and Marvel, as well as our new KPop Demon Hunters relationship, and for exciting launches within our core franchise brands, including Transformers, Play-Doh, and others. Other parts of the company also continue to excel, such as Magic: The Gathering, which delivered exceptional growth. Hasbro is well-positioned to sustain this growth into 2026.

Hasbro’s AI Studio is ramping up. How is new tech becoming part of Hasbro’s DNA?

Throughout our more than 100-year history, Hasbro has always explored how emerging technologies can create even more magical experiences for fans, and AI is no different. We’ll have more to share later in the year about the specific ways that our AI Studio will bring our brands to life. Stay tuned for more! 

JOSH SILVERMAN President, Global Products & Experiences, Paramount

How are kids, families, collectors, and retailers engaging with franchisedriven storytelling across the vast Paramount portfolio?

We’re seeing franchise-driven storytelling resonate more deeply than ever across every audience segment.

Whether it’s families bonding over a property or an adult collector, we are deepening their connection to our brands, franchises, characters, and stories. It all comes down to celebrating fandom in meaningful, authentic ways.

For kids and parents alike, franchises like PAW Patrol continue to thrive because they deliver a trusted, fun experience. For adults, a property like Yellowstone brings out a stronger sense of craftsmanship and emotional connection. It’s about being authentic and adding value to the franchise by delivering high-quality products and experiences that let fans celebrate their love for these properties.

Retailers are responding strongly to the way we are thinking about our franchises and delivering quality ... our goal is to keep inventing and innovating to surprise fans with new ways to connect with the brands they love. 

STEVE TOTZKE

President & Chief Commercial Officer, Mattel

How has Mattel’s deal with OpenAI progressed?

We continue to make progress on our strategic collaboration with OpenAI, with a clear focus on safe, age-appropriate experiences that enhance play rather than replace it. Becoming the first company to bring a branded character — Skeletor from Masters of the Universe — to the Sora 2 [video] platform, reflects our willingness to explore new creative possibilities while maintaining the trust families have placed in Mattel for more than 80 years.

How will Mattel leverage this big movie year to connect with families?

We have one of our strongest entertainment slates in years, with global premieres for Masters of the Universe and Matchbox, alongside ... licensed partner films. We approach entertainment not as a standalone effort, but as a full-scale brand activation aligning content, toys, consumer products, retail, and fan engagement into a coordinated launch strategy. This “event-to-evergreen” approach allows us to use cinematic moments to attract new fans while continuing to build franchises through sustained product innovation and year-round retail presence. 

STEVE ARKEVELD

Chief Commercial Officer Moose Toys

How would you describe Moose’s category performance and innovation focus heading into the new year?

Innovation remains our north star. We continue to lead with bold product development, original IP, and culturally relevant partnerships. Looking at what’s ahead, we’re energized by our upcoming new launches like CrunchLabs by Mark Rober and the continued expansion of Gui Gui, with new licensing collaborations including Netflix’s KPop Demon Hunters, mega influencers like Salish Matter, and more to come. Our focus is simple: create great toys through constant innovation and deliver standout play experiences.

How will Moose use advances in 3D printing following its partnership with ZB Designs?

Tariffs have changed the landscape. Everyone is re-evaluating global manufacturing in some way, and we think 3D printing will be a part of this. Our Wigglitz partnership with ZB Designs showed us how quickly we can respond to emerging trends — we’re learning a lot from this entrepreneurial group. We are seeing how 3D has the potential for us to turn

GENA LAVALLEE

VP, Global Brands Make It Real

What dynamics are shaping the craft, activity, and creative play categories?

The prevailing push in this space is twofold: toward satisfying kits and activities with easy-to-achieve, attractive results; and toward play patterns that are more involved and intricate, more focused on niche creators and enthusiasts.

What will define the next era of DIY play?

Tweens are incredibly trend-aware, finding inspiration for self-expression in fashion, food, and pop culture. We’re seeing more cross-category mashups, with doughnuts, boba, ramen, and other viral food trends showing up as style statements, not just tastes. In addition, DIY is evolving from simply “making a thing” into crafting pieces that feel personal, wearable, and on-trend.

We’ve leaned into this shift with our Knot Noodles DIY Bracelet Kit, which taps into the food-meets-fashion trend with a kawaii, ramen-inspired cup, noodle-style cords, and charms that let kids create five adjustable bracelets. It’s hands-on DIY that reflects what modern tweens care about: creativity, culture, and expressing their personality in a way that feels of-the-moment. 

things around quickly as new trends emerge and get products to market faster than traditionally possible.

What launches should retailers and consumers be excited about from Moose this year?

We’re bringing fresh innovation into the baby doll category, expanding Gui Gui into new areas, and launching CrunchLabs to infuse new energy into STEM play. We’re also building toward a big fall season with strong licensed momentum, including continued work with the studios as we bridge into future entertainment moments. That includes our ongoing partnership with the BBC and its incredibly popular Bluey series, which remains a rich source of inspiration. This year’s lineup features a wide range of new Bluey products, from supersized playsets to charming collectibles designed to appeal across age groups. It’s a balanced year of originality, culture, and play.

What are your overall predictions for the U.S. toy industry this year?

2025 was a challenging year shaped by unexpected external factors. Moose, like most companies, has adapted to the new realities, setting the stage for a more stable year ahead.

We expect 2026 to be a year of growth fueled by the allnew IP we have coming out, as well as the continued innovation we bring across categories. 

ISAAC LARIAN

Founder & CEO MGA Entertainment

How is MGA evolving its approach to IP creation and content integration?

I’m proud to say that MGA is the only toy company worldwide that has created more than 100 new brands from scratch. Of those, 14 have gone on to do between hundreds of millions to multi-billions. This strategy will continue and will be the driver of our business. In 2026, we expect to grow by over 50% due to new IP, innovation, and new toys.

What

are the biggest challenges or opportunities

for North American retailers?

Great, innovative toys drive foot traffic to stores and boost growth in non-toy sales. In 2025, many retailers relied on private-label products instead of brands. In my opinion, that was the wrong decision. Yes, private-label brands offer higher margins for retailers, but I was taught that you take actual dollars to the bank, not percentages. Retailers that relied heavily on private label lost market share and, more importantly, store traffic. Some of these retailers are now dealing with markdowns on excess private-label inventory, which is not good for the retailer or the toy business. 

ALAN DORFMAN President, Super Impulse

What were the big wins for Super Impulse last year?

Besides the tariff [on China] being lowered from 145% to 30%, Monchhichi! World’s Smallest Monchhichi was a top seller.

What have you learned about how kids vs. adults engage with miniature culture?

Kids collect for the fun of the miniature function, adults collect for the appeal of the brand.

How are you managing collectability, working mechanics, and licensing across increasingly competitive retail footprints?

We innovate. We have a diverse portfolio of brands, and new brands bring in new fans who become collectors. I like to think that we’ve become a desirable licensee, and there is status to having a brand represented in World’s Smallest.

What drives the miniature business?

There is an emotional tie to miniatures — kids, teens, adults, even seniors, just cannot resist a familiar toy or character that fits in their hand. 

SUNNY LAURIDSEN

SVP, Brand Strategy & Marketing, Just Play

How do you see the influence of TikTok and familycreator content evolving for preschool discovery?

We saw the power of family-creator communities firsthand this holiday season with the launch of Danny Go! The TikTok community rallied around the brand, and we partnered closely with the Danny Go! team to develop an active, music-based toy line that launched in November.

Families began sharing videos of their kids playing with the toys, which organically fueled discovery and excitement. That authentic engagement translated directly into demand, resulting in a rapid sell-out and demonstrating the influence of creator-driven discovery among preschool audiences.

What factors give you optimism for the year ahead in the character brands space?

What fuels our optimism is the enduring strength of our evergreen character portfolio that continues to resonate across generations. These trusted franchises remain beloved by kids, parents, and gift-givers alike, and they translate seamlessly into meaningful play experiences. 

TEPPEI “TED” ONOKI CEO, Bandai Namco Toys & Collectibles North America

How has the growth of Gashapon shaped Bandai’s U.S. strategy?

The recent growth and penetration of Gashapon in the North American market has been remarkable. We believe this success comes from the unique value that Gashapon offers — a combination of the hands-on, capsule-turning experience and the excitement of discovering what comes out.

Gashapon is a highly unique category that appeals to a broad demographic, from children to adults, and encourages repeat purchases through the collectible nature of the products. In response to this wide appeal, we have expanded our product lineup beyond anime-driven trends to include items targeted toward female consumers, such as Sanrio, as well as thematic products featuring automobiles, animals, and other popular motifs.

As the category leader, we aim to drive further growth by proactively investing in dedicated store operations, instore merchandising initiatives, and event-based promotional activities.

These efforts form the foundation of our long-term growth strategy for the Gashapon business. 

JAMIE UITDENHOWEN EVP, Toys “R” Us & Babies “R” Us WHP Global

How would you describe Toys “R” Us’ global footprint in 2026?

Toys “R” Us is growing on a real scale and with real momentum. We are now at 1,664 stores across 35 countries and continue to expand. 2025 was our largest international expansion year ever, with Toys “R” Us opening in six new countries and growing by more than 100 locations worldwide. That is a powerful sign of the demand for this brand. What is driving it is simple — Toys “R” Us is the most globally recognized toy retail brand, and its emotional connection is unmatched. Families know it instantly; the look, the energy, the joy, and Geoffrey is at the center of it. One of our biggest advantages is how we operate globally. We have the G35; the G stands for Geoffrey, and 35 stands for the 35 countries we operate in. It is a group of merchandising and retail leaders from every market working as one team to win globally and bring big ideas to life everywhere.

What’s next for Toys “R” Us?

What’s next is continued expansion and deeper engagement with customers across every international channel. 

ANDREW QUARTIN

CEO, Thames & Kosmos

How will Thames & Kosmos (T&K) celebrate its milestone 25th anniversary?

We look forward to commemorating this throughout the year, both at a private celebration with our current team and their families, and at events with all the friends and partners we’ve made over the last quarter-century. Product-wise, we’re releasing a STEM kit that pays homage to our first-ever product, the Fuel Cell Car & Experiment Kit. This year’s Hydrogen Fuel Cell Truck & Experiment Kit explores the development of this sustainable energy source, and it’s a topic we’ve wanted to revisit for some time. It feels like a fitting tribute to T&K’s beginnings.

How do you view the role of STEM toys in an AI-accelerated world?

The best way for kids to prepare for AI is to understand it. As a STEM toy manufacturer, we provide learning tools to facilitate this understanding at a cost and intellectual level that isn’t prohibitive to the children we serve. We emphasize the growing importance of AI to our modern world, as well as the implications — both negative and positive — this increased interest could have on our lives. 

JONATHAN CATHEY

Founder & CEO

The Loyal Subjects

How are you approaching diversification between licenses and original IP?

IP diversification is really about self-reliance. Licensing is too expensive, and the economics are getting aggressive. Even the guys who haven’t rolled out their cute little bear in 40 years are suddenly asking for double-digit participation. It’s gotten a little ridiculous, a little out of control. Tariffs and added costs mean everyone’s taking more money out of the system except the manufacturer — and at some point, that has to level-set. There are good partners, though.

Proven winners tend to be stories rooted in excitement, imagination, and basic truths. It doesn’t matter if the IP is 100 years old or three days old — if you’re telling the truth in a deep way, you get to play. If not, you ride the pine.

And if you’re a good toymaker, chances are you already have stories and experiences you want to share — stories that resonate. That’s the future. At some point, you have to trust that the stories you want to tell are actually pretty awesome. If they hit basic truths, they’re hard to drown out. Pop Mart is a great example: weird, collectible, cute, [people] totally get it. Just being its true self — and it works. 

OMER DEKEL CEO, PMI Kids’ World

How do you view PMI’s global positioning and brand momentum?

PMI enters 2026 with strong global momentum driven by an expanded, highly relevant portfolio built around today’s fastest-growing toy segments. The company is well-positioned at the intersection of kidult collecting, gaming-driven collectibles, and character-led preschool play, supported by top global licenses including Fuggler, Care Bears, Minecraft, Naruto Shippuden, and Disney. PMI’s strength lies in translating powerful IP into modern collectible formats that encourage repeat purchases and social engagement. With balanced category coverage and broad international appeal, PMI continues to strengthen its position as a dynamic, forward-looking licensing partner.

What

are you most excited for this year?

This will be a pivotal year in PMI’s history. We are entering 2026 with significant momentum, expanding our global footprint, strengthening our leadership team, and delivering a portfolio that reflects how kids, teens, and collectors want to play today. Fuggler, Supergoal, UFC Series 2, Garena Free Fire, and The Creature Cases are standouts. 

JAY FOREMAN

CEO, Basic Fun!

Last summer, you said that Basic Fun! would “quickly become the No. 2 player” in the home arcade market. Now that you’ve acquired select assets from Arcade1Up, how will you grow the category as the market leader?

Initially, we are not really looking to grow the category. We are just looking to manage it efficiently and effectively. We want to make sure we deliver quality and value, and just the right amount of the right product to the market. So, we’ll take our time at first and look to expand the category in the coming years.

The exciting news for the back half of 2026 is the debut of our SEGA Sonic the Hedgehog and Out Run games, which the fanbase has been clamoring for. And that’s just the beginning.

What are your predictions for the overall toy industry this year?

To be blunt, if the President or some disaster doesn’t screw up our business in one way or another, it should be a great year. Fingers crossed. 

CHRIS COSTA Co-Founder & Managing Partner

CardVault by Tom Brady

It’s been a year since Tom Brady officially joined CardVault. What have been the key milestones and wins since then?

2025 was the most pivotal year in our company’s history in so many ways. Of course, Tom coming on board is at the top of the list of milestones, but we also made huge strides in a number of key areas of our business. We grew our team and added incredibly talented individuals across retail operations, e-commerce, inventory management, purchasing, finance, and loss prevention — team members who will be at the center of our growth in 2026. We moved into a brand-new warehouse and fulfillment center. And maybe most importantly, we really solidified our identity as a company, leaning into the three core verticals of our business: retail, eCommerce, and live shopping (through CardVault Breaks).

How do you strike a balance between serving high-end collectors and making the category more accessible to new entrants, particularly kids?

BRIAN VOLK-WEISS

Founder & CEO

The Nacelle Co.

What was the biggest challenge or learning from the past year?

That’s an easy one; when we received the first shipment of our Star Trek line, there were clearly QC problems that we needed to respond to very quickly, both with the factory and by communicating to the fans what had happened and how we were working to fix it.

How are you leveraging storytelling, nostalgia, and original IP to build the NacelleVerse this year?

We are trying to do what’s always worked; put out cartoons that support our toy sales and put out toys that support our cartoons. In 2026, we have Biker Mice from Mars in production as well as C.O.W.boys of Moo Mesa in development, and based on what we saw the RoboForce series do for our RoboForce toy sales — and we think the show was helped by the toys being for sale for well over two years — we feel extremely excited about this, and this year in particular. Plus, we’ll be putting out weekly shorts for all our brands starting later this year. 

This is actually really important for us. It’s something our core business is built around solving.

We have spent countless hours building an operational foundation and infrastructure that allows our core corporate team to collaborate with store management to ensure each store is properly designed to promote an easy shopping experience. Our team also monitors inventory in real-time, ensuring each location is properly stocked with a wide selection of products and price points. We are also deeply focused on staff education and training to ensure collectors of all types have the information they need to enjoy their time in our store and in our hobby.

With 10 stores open and two more on the way, what else can you share about your future expansion plans?

It’s an exciting time for our team. We are building, scaling, streamlining, and enhancing in almost every area of our operation daily. That will continue in 2026 as we aim to open more than one store per month across the U.S., ending the year with 25 retail stores.

Headlining our growth in 2026 will be the opening of our first true flagship location across from Oracle Park in San Francisco during Super Bowl LX weekend. This will be store number 12 (shout-out to Tom!), which feels fitting to serve as our largest store to date. 

BRIAN WEISS

Global Head of Toys Goliath

What are some key learnings now that you’re two years into building a toy portfolio for a company known for games?

It has been challenging and eye-opening. While industry data often suggests growth, the reality is more nuanced. Much of the reported growth is driven by the kidult segment, but those consumers are largely purchasing trading cards and adult-focused construction sets rather than traditional toys. Current category definitions can be misleading when assessing the overall health of the toy industry.

One of the biggest learnings is that successful brands require three elements working together: a genuinely innovative product, retail partners who are receptive and willing to expand their vendor base, and meaningful marketing spend behind the brands. Innovation alone isn’t enough without buyer support and marketing investment; even great products struggle to break through.

What were some big wins last year?

On the toy side, Clickeez and Jelly Blox. In games, The Sims and Don’t Wake Daddy outperformed expectations. 

DAVID NIGGLI Chief Merchandising Officer

FAO Schwarz

How is experiential retail shaping the way families engage with toys?

We are finding that experiential retail is our fastestgrowing category. Families of all ages, including kidults, are enjoying the opportunity to enter a theatrical environment where they can create personally customized products, which is a most compelling reason to come to and engage with FAO Schwarz. Whether it’s ordering a pancake at the Jellycat Diner, designing your own couture handbag, or experiencing many other activations in between, our guests are confirming that theatrical retail is what they want.

What does the next phase of FAO’s global growth look like?

We are focused on thoughtful global expansion. Any future growth depends on finding locations that allow us to fully deliver the FAO Schwarz experience and meet the high expectations of our guests.

We are particularly excited about the continued growth of the kidult consumer ... expanding partnerships and products while maintaining our signature sense of wonder. 

GEOFF WALKER CEO, Super7

How is Super7 positioning itself for the future amid a reset year for the company?

Super7 is the home for fans of pop culture. We are striving to create unexpected products and experiences for every property we develop that remain true to the core values of the Super7 community.

How did last year play out?

It was a significantly challenging year, and managing the uncertainty around tariffs was the biggest win we had. It was a challenging time, but despite the tariffs, we saw POS increases across all major channels and still delivered our signature products to our Super7 community. We also successfully launched our Walmart in-store program, which is a great indicator of things to come.

What are you most excited about in 2026?

Expansion on key properties while introducing new ones that fans will really enjoy. We’re driving the business into 2026 with new form factors and price points. Finally, we have amazing programs tied to the 250th anniversary of the U.S. that we can’t wait to show off this summer. 

BILL SIMONS

CEO, Jada Toys

After years as a die-cast company, Jada Toys is poised to make a splash in other categories this year.

What are you most excited about?

It is true that Jada is known as a die-cast company, and we have been the No. 1 brand in larger-scale die-cast in the U.S. market for more than 20 years. In 2025, we also moved into the number one position in R/C, which was a major milestone for us. This might sound cliché, but I am most excited about the momentum we have built across the entire company. The work our collective team has put in over the past couple of years has truly transformed Jada, putting us in a strong rhythm across multiple markets and categories beyond our traditional core.

What roles do digital marketing and influencer content play in driving awareness for products aimed at kids and collectors?

The organic moments that go viral absolutely move the needle. Jada works with a long-term agency partner that excels at getting our most innovative products into the right hands to create those opportunities. 

BRITTANY OLIVER CMO, ZURU

How has investment in automation increased ZURU’s speed to market?

ZURU has long been recognized as a disruptor in this space, and automation is the engine behind that reputation. It started with XSHOT; by vertically integrating and automating our blaster production, we achieved the ability to produce premium-quality blasters at accessible price points, driving the brand to become the No. 1 blaster brand in more than 25 markets globally. People have always said that brand incumbents can’t do it, but we are proving them wrong.

However, the evolution we are seeing now is that this investment in automation has expanded beyond hard plastics into our plush lines, collectibles, and even confectionery. We

MICHAEL WEHRLI Managing Partner & Co-Owner, MAGNA-TILES

With magnetic construction becoming increasingly competitive, how are you addressing the influx of new players and the off-brands flooding e-commerce?

As the saying goes, imitation is the sincerest form of flattery. MAGNA-TILES is the original magnetic construction brand, and in 2027, we’ll be celebrating our 30th anniversary — a milestone that speaks to the longevity and relevance of the product. While there’s been an influx of new entrants, particularly in e-commerce, we remain focused on what has always set us apart: quality, safety, innovation, and a brand that truly resonates with families. Rather than getting distracted by off-brands, we stay true to our values. This is what ultimately drives long-term success.

How are you leveraging visual marketing to connect with families?

Our marketing team is deeply committed to authentic storytelling and creating best-in-class content across every platform, and that passion truly comes through in the “Build On” campaign. 

are currently automating a new production process every week across our verticals.

While many suppliers are reacting to geopolitical shifts by moving production out of China, ZURU is taking a different approach. We are doubling down on the technology available in the region to unlock what Manufacturing 2.0 looks like for both toys and fast-moving consumer goods. By staying put and automating aggressively, we improve quality for consumers while maintaining the margins needed to keep prices low. This strategy allows us to react to trends faster than anyone else because our deeply integrated lines can pivot immediately.

What shifts are you seeing from retailers regarding price and margin expectations?

We are seeing a shift where retailers are prioritizing suppliers who can provide stable pricing without compromising the product’s magic. 

DOUG WADLEIGH

President of Toys

Spin Master

How is IP creation and franchise-building shaping your category strategy?

By developing proprietary brands, we control storytelling, product development, and long-term engagement, creating franchises that grow over multiple years. PAW Patrol exemplifies this: each episode, special, film, and toy release builds on the last, generating a multi-year growth engine across toys, digital experiences, and consumer products. PAW Patrol remains a leading preschool brand today, 12 years after its introduction, and we plan to ensure it remains a rite of passage for preschoolers for years to come.

At the same time, we’ve demonstrated our ability to create entirely new IP and new categories of play, as seen with the phygital experience of Bitzee. We developed the idea of a digital pet you can actually touch, and, based on the toy’s success, we’ve since applied it to popular franchises like Harry Potter, Jurassic World, and Disney

There will always be items that don’t turn into a core brand, but more and more we are proving we can create new IP and build it into a multiyear brand. 

Continue the Conversation

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

CRAYOLA

Contact: Call 1-800-CRAYOLA, option 5

Ms. Rachel Color Wonder Coloring Pages & Markers Ages: 3+ | MSRP: $8.99

This set offers toddlers and preschoolers screen-free fun with mess-free magic. Inspired by the beloved educational fig ure, this set features 18 charming coloring pages that bring Ms. Rachel’s nurturing world to life. Kids can color freely with the five Color Wonder Markers — without staining skin, clothes, or furniture — while building fine motor skills and creative confidence. The folder-style packaging keeps everything organized and travel-ready, making it ideal for playdates, holiday trips, or quiet time at home.

Inspired by rescued cats and dogs, the Meow & Bark Watercolor Craft Kit includes 52 watercolor bookmarks, 648 color blocks, and predrawn designs, making it easy for pet lovers of all skill levels to create vibrant, expressive artwork. Distributed by Flat River Group.

CHILDGEN

Contact: export@childgen.com

ChildGen Paw Pal Series

Ages: 2+ | MSRP: $12.99

You Shape the Imagination! Each ChildGen Paw Pal Series Play

Dough Set features natural, non-toxic play doughs, fun molds, and a storytelling play card to inspire sensory play, creativity, and the building of fine motor skills. Choose from Fashion, Chef, Pizza, Market, or Jobs sets, each sold separately, for safe, sustainable, and joyful learning through play.

HIGHLIGHTS

HIGHLIGHTS

Contact: penguinrandomhouseretail.com

Sweet Surprises Puzzles & Slime

Ages: 5-9 | MSRP: $18.99 | Available: February 17, 2026

Kids can’t get enough of this irresistible activity kit that mixes together the most delicious Hidden Pictures puzzles plus award-winning Crazy Aaron’s slime.

Kids can search for silly food characters hidden in both the puzzles and the watermelon-scented slime for a unique tactile and visual experience. This set features more than 40 fan-favorite Hidden Pictures puzzles, 80 grams of non-toxic slime, and more than 100 mix-in pieces.

Contact: penguinrandomhouseretail.com

Neon Super Cute Puzzle & Play | Ages: 5-9 | MSRP: $18.99 | Available: March 10, 2026

Cuteness goes full neon in this all-in-one puzzle and play set. With more than 40 Hidden Pictures puzzles, 100 award-winning Plus-Plus pieces in neon colors, and a sheet of neon stickers, it’s a gift that builds visual skills — and adorable creatures, including a narwhal, a unicorn, or anything else they can imagine — no screens required.

HIGHLIGHTS

Contact: penguinrandomhouseretail.com

Can You Find Steve?

Ages: 6-9 | MSRP: $18.99 | Available: February 24, 2026

Meet Steve, a tiny duck with a giant personality and a serious talent for hideand-seek. That’s why he’s challenging readers to find him in every puzzle.

But when Steve’s not-so-stealthy dino neighbor, Hank, joins the fun, things go hilariously off track. Find Steve (and Hank!) in this Where’s Waldo-meets-TikTok duck-hiding adventure. The book also includes five plastic Steves for kids to hide at home, in the classroom, or out in the wild.

JADA TOYS

Lunch Buddies Care Bears | Ages: 3+ | MSRP: $11.99

Each 2-inch Care Bears-themed lunchbox tin comes with a matching Thermos, food accessory item, and a minifigure. Collectors can even look for the limited edition Gold Cheer Bear Chase figure (pictured).

SPIN MASTER

PAW Patrol Search & Rescue Launch ‘N’ Rescue Cruiser Ages: 3+ | MSRP: $29.99 | Available: Spring 2026

Chase’s 11-inch police cruiser features lights, sound effects, a secret net launcher, and an extendable drone spoiler for action-packed adventures.

MOOSE TOYS

Luvibubs | Ages: 3+

MSRP: $19.99

Available: Summer 2026

These interactive dolls “grow” from included seeds and fertilizer in a pot, accompanied by accessories such as a watering can, pacifier, and storybook.

TOMY

Momiji Magical Meadow Collection & Momiji Out of This World Collection | Ages: 15+

MSRP: $13.99-29.99

Available: Spring 2026

Geared toward adult collectors, these Momiji collections each include nine Blind Box Message Dolls, nine Blind Box Sidekick Plush, and two Character Plush to hug, collect, and share. Each doll comes with a secret note of kindness.

Source: TOMY

MGA ENTERTAINMENT

MGA’s Miniverse Make It

Mini Taco Bell | Ages: 8+ MSRP: $10.99-12.99

Fans can Live Más with these mystery capsules, which include recipe cards, ingredients, and branded accessories to make and display iconic menu items, including the Crunchwrap Supreme, Mexican Pizza, Spicy Potato Soft Taco, and more.

LICENSE 2 PLAY

Pembe the Pink Cat

Ages: 6+ | MSRP: $9.99

Available: Spring 2026

This soft and sassy, viral feline is a digital-first character that encourages kindness, confidence, and everyday joy across plush, collectible mini figs, squishies, and a bento box.

SUNNY DAYS ENTERTAINMENT

Hello Kitty Bubble Machine

Ages: 4+ | MSRP: $14.99

Available: Spring 2026

This machine blows shimmering bubbles from a pastel flower design, offering easy, interactive play and a collectible look that brings joy to parties, outdoor fun, and everyday moments.

BOTI (TOYSMITH)

Cortex Crypt

Ages: 5+ | MSRP: $19.99

This 8-inch plush features cozy fabric, embroidered face details, and glow-in-the-dark eyes. A removable squishy brain adds tactile fun, and each comes with a tombstone card. Six collectible characters complete the spooky set.

HASBRO

Play-Doh Donut Drop Shop Playset

Ages: 3+ | MSRP: $24.99

Kids can mold and drop pretend donuts, decorate them with icing and sprinkles, and build imaginative bakery scenes using the included molds, tools, and accessories.

PMI KIDS’ WORLD

Care Bears

Collectible Figures

Ages: 4+

MSRP: $19.99-29.99

Available: March 2026

Collect up to 24 Care Bears, including classic characters Cheer Bear, Grumpy Bear, and Good Luck Bear. These small, flocked collectibles feature Care Bears in vibrant, joyful colors.

JAZWARES

Squishmallows KPop Demon Hunters

Ages: 3+ | MSRP: $13.99-19.99

Cuddle up with animal companions from Netflix’s KPop Demon Hunters. Made with ultra-soft materials, these popular characters are available in 9- or 12-inch plush sizes.

PLAYMATES TOYS

Godzilla vs Mighty Morphin Power Rangers

Action Figures

Wave One | Ages: 4+ | MSRP: $15.99

Available: Fall 2026

Fans can stage battles and adventures with the Mighty Morphin Power Rangers, the King of the Monsters, and their Kaiju allies. Wave One includes the Green “Godzilla” Ranger, Blue “Anguirus” Ranger, and Red “Rodan” Ranger.

CONNETIX

CONNETIX 48 Piece Pastel Portals

Ages: 3+ | MSRP: $59.99

Available: March 2026

Magnetic SmartSpin squares rotate 360 degrees, while larger tiles nest together, offering open-ended play and STEAM building opportunities in eight pastel colors and three sizes.

BLUE MARBLE

Barbie Crystal Growing Kit

Ages: 8+ | MSRP: $11.99

Available: Fall 2026

Kids can grow a one-of-akind crystal over the span of a few days. The kit includes a display stand, magnifying glass, and a real quartz specimen.

INNOV8 CREATIVE ACADEMY

Kreepy Collectibles Gothic Girlz Dark Divas

Ages: 6+ | MSRP: $6.99-11.99 | Available: Spring 2026

Each fashion-forward character blends soft-sculpt design with goth-cute styling, moody palettes, and irresistible accessories across 4-inch mystery clip-ons and 8-inch plush.

MATTEL

Barbie Nutcracker Collection

Ages: 3+ | MSRP: $8.56-21.59

Available: Fall 2026

Celebrate the 25th anniversary of Barbie in The Nutcracker with this line of dolls, including Clara and Daisy, the Land of Sweets Ballerinas Assortment, and the Chelsea Snow Fairies Assortment, each with festive, film-inspired details.

ZURU

5 Surprise My Mini

Baby Disney Edition

Ages: 3+ | MSRP: $9.99

Available: Spring/ Summer 2026

Hidden inside every capsule is a Disney-inspired themed playset, perfectly matched to the included silicone baby character.

LOOPS LAB

HedX by Loops Lab

Ages: 8+ | MSRP $17.99 | Available: March 2026

Loops Lab evolves with HedX, wild new figurines that empower users to become DJs and creators of enormous musical power. With their ability to infuse every session with incredible sound effects and signature flavors, HedX brings a whole new dimension to the Loops Lab mix-andmatch music creation experience.

GOLIATH

Elefun

Ages: 3+ | MSRP: $19.99

Available: Fall 2026

The cherished preschool game from the 1990s returns. As colorful butterflies fly out of Elefun’s trunk, players use their nets to catch as many as possible. The player who collects the most butterflies wins.

THAMES & KOSMOS

Smart Fox Books

Ages: 8+ | MSRP: $14.95

Available: Winter 2026

The Smart Fox series breaks down topics into easy-to-digest sections, encouraging young readers to learn about Earth, dinosaurs, space, robots, and AI.

THE LOYAL SUBJECTS

M.A.S.K. Hurricane Vehicle & Figure Set

Ages: 8+ | MSRP: $84.99 | Available: Spring 2026

This flame-decorated muscle car features modern detailing and articulation. It converts into an All-Terrain Command Post with a hydraulic lift, rotating turret, and deployable blasters.

PLAYMOBIL

Playmobil X Barbie Waterpark

Ages: 4+ | MSRP: $99.99 | Available: June 2026

This playset features slides, a pool with a float, a springboard, a ticket booth, and detailed accessories, inspired by summer adventures and friendship in Malibu.

RADIO FLYER

Lil Flyer Trike | Ages: 18 MOS+ MSRP: $39.99

Perfect for beginner riders, this tricycle builds confidence with its grippy traction and durable steel frame, plus a grab-and-go seat handle that allows parents to control the ride.

FUNKO

KPop Demon Hunters Pops!

Ages: 3+

MSRP: $14.99

Seal the Hunmoon with these HUNTR/X, Saja Boys, and animal companion figures. Fans can also customize versions of themselves in K-pop gear from the animated film

KPop Demon Hunters

HORIZON GROUP USA

SpongeBob Squarepants Mini Butter Slimygloop Jar Charms | Ages: 3+ | MSRP: $19.99

This bundle pack includes three 1.5-ounce jars of scented, stretchy slime with collectible character toppers, including SpongeBob (pineapple-scented), Patrick (bubblegum-scented), and Squidward (cotton candy-scented).

THE LEGO GROUP

LEGO MARVEL Mech Battle: Spider-Man vs. Doc Ock

Ages: 6+ | MSRP: $29.99 | Available: March 2026

Kids build and play superhero adventures with mechs, minifigures, web ropes, and stud shooters for action-packed storytelling.

MELISSA & DOUG

Blockables Deluxe City Play Set | Ages: 2+

MSRP: $87.99 | Available: Spring 2026

Solid wood blocks with built-in connectors snap together easily, encouraging kids to build cities, characters, and original creations with simple, intuitive construction.

HASBRO

Baby Alive Dinnertime Creations

Ages: 3+ | MSRP: $15.99

Little ones can use the included compound to mold pasta-shaped food to feed Harper Hugs, Gigi Giggles, or Tilly Tinker (each sold separately). Each doll can “poop” the food and comes with a diaper and accessories.

MOOSE TOYS

Bluey’s Deluxe Surprise House | Ages: 3+

MSRP: $159.99

Available: July 2026

This five-story Bluey-inspired playset has 12 rooms, 30 accessories, four figures, and a rooftop button that triggers more than 50 sounds and phrases.

FABER-CASTELL USA

Creativity for Kids GlamourPets Kitty Ages: 6+ | MSRP: $24.99 | Available: Spring 2026

Kids can style flocked pets using washable cosmetics, press-on lashes, and accessories. Pets rinse clean for repeat play.

GOLDEN BEAR TOYS

B-Ball Bounce | Ages: 6+ | MSRP: $99.99

Available: Fall/Winter 2026

This interactive indoor basketball trainer offers several game modes, light-guided drills, and an LCD scoreboard. Kids can practice ball-handling, agility, and reaction skills with ease.

HASBRO

NERF Super Soaker

Hop & Chomp | Ages 3+

MSRP: $14.99

A hose-connected shark with adjustable angles sprays two rotating water streams from chomping jaws for summer fun, encouraging jump-and-dodge or runthrough outside play.

Sweetopia | Ages: 5+ | MSRP: $14.99

Available: Spring 2026

These transforming playsets feature cakes and pastries that flip into princesses and pets, including a pop-up playset for young rulers.

BANDAI NAMCO TOYS & COLLECTIBLES NORTH AMERICA

Original Tamagotchi

30th Anniversary Limited Edition Ages: 8+ | MSRP: $35

Available: July 2026

This limited-edition virtual pet device celebrates three decades of play with a translucent reinterpretation of the classic shell design, presented in deluxe, storybook-style packaging.

JUMBO GROUP

Hitster — All American Ages: 6+ | MSRP: $19.99

Players use a free app to scan music cards and guess the year, artist, and song title of classic American hits in this interactive digital party game. The first to correctly identify 10 songs wins.

GOLIATH

Jelly Blox Jungle Set

Ages: 2+ | MSRP: $29.99 | Fall 2026

Kids explore and create with this 25-piece building kit. It includes four animals, six themed blocks, and 15 core blocks. Squishy, sensory-filled pieces encourage stacking and squishing.

SKYROCKET

Mooshies | Ages: 3+

MSRP: $24.99

Available: Fall 2026

These squishy, puck-like plush are ideal for building pillow towers, while a variety of characters encourages collecting and playful display.

TOMY

Build-A-Buddy Stackers John Deere Horse Set

Ages: 18 MOS+ | MSRP: $21.99 | Available: Fall 2026

This 15-piece set includes a character figure, horses, a stacking vehicle and trailer, a spinning merry-go-round, stackable fences, and a hay bale feeder.

ABACUS BRANDS

National Geographic Extinction | Ages: 8+

MSRP: $39.99

Young explorers step into the prehistoric world and experience the final days of the dinosaurs, learning about the mass extinction event that led to their demise. Includes a 40-page interactive book and a 10-inch fossil.

JUST PLAY

Danny Go! Dance & Go! Music Mat

Ages: 3+ | MSRP: $29.99 | Available: Spring 2026

This interactive music mat features songs and sound effects from Danny Go!, offering guided dance challenges and a free-play music mode that encourages movement, rhythm, and sound exploration.

SCHYLLING

NeeDoh Color Change Cube

Ages: 3+ | MSRP: $4.99

Available: Spring 2026

These colorchanging cubes feature a soft compound that changes color when squeezed for tactle fun for all ages.

MAKE IT REAL

Knot Noodles Bracelet Kit

Ages: 8+ | MSRP: $7.99

Tweens can create five adjustable, food-inspired bracelets using the rubber cords, alphabet beads, and colorful heishi beads included in this DIY kit.

INCREDIBLE GROUP

Kraft Squishi Toys

Ages: 13+ | MSRP: $6.99 | Available: Spring 2026

Scented, textured, and squeezable figures offer tactile, collectible fun with favorite food brands like Kool-Aid Man, Jell-O, and Oscar Mayer.

YUME TOYS

Butterbear Everyday Series 1 and 2 | Ages: 12+

This keychain and strap collection features Butterbear, the Thai-born mascot, as compact, pastel-colored figures in playful daily-life poses, with silicone straps and gold-tone hardware.

PRIME TIME TOYS

Skelekins | Ages: 6+

MSRP: $24.99

Available: Summer 2026

Kids can customize a spooky and cute skeleton character by swapping, zipping, flipping, and styling it.

UFC Punching Bag Capsule Series 2

Ages: 8+ | MSRP: $9.97

Available: May 2026

Each mystery capsule of this series offers UFC cans an action-packed unboxing experience, featuring a 3-inch figure, a fighter-specific accessory, two stickers, a poster, and a gold Octagon base for display.

BIGMOUTH

250th Celebration Floats

Ages: 8+ | MSRP: $19.99-24.99

Families can celebrate the birth of America with these patriotic inflatable pool floats, available in a balloon dog design, making them perfect for outside summer fun.

SUNNY DAYS ENTERTAINMENT

Fisher-Price Grow to Pro Basketball Set | Ages: 18 MOS+ MSRP: $44.99

This adjustable set grows with kids, featuring multiple height settings, a complete hoop and ball setup, and a stable base that supports both inside and outside play.

You Read My Mind

Ages: 10+ | Available: Spring 2026

Teams match words and phrases through intuitive connections in this party game. Players pick a partner, draw two-word cards, and silently write answers, working together to earn points for quick matches.

SUPER IMPULSE

World’s Smallest Gator Golf Ages: 6+ | MSRP: $7.99

Available: Spring 2026

Golfers can test their putting skills with this miniature version of the classic game as they aim for the gator’s mouth and watch it chomp the ball back.

SPIN MASTER

Rainbow Reef Shark Ages: 5+ | MSRP: $21.99

Available: Spring 2026

This water-activated shark has different speeds and swims up and down in the pool or bathtub.

MAGNA-TILES

MAGNA-TILES microMAGS Spring Garden 24-Piece Travel Set | Ages: 3+ | MSRP: $19.99

Young builders create colorful spring scenes with magnetic microMAGS tiles. The set includes decorated flowers, tulips, pastel quarter circles, and a bunny companion for building gardens, cottages, and more.

SKY CASTLE TOYS

Kids can create and store 10 bracelets and two pendants with this handbag, which doubles as a crafting kit. Removable pods and a detachable tray support on-thego jewelry making, personalization, and organized creative play.

INNOV8 CREATIVE ACADEMY

Deddy Bears Series 7 | Ages: 6+

MSRP: $7.99 | Available: Spring 2026

The Deddy Bears collection expands with new characters, each including an AR/AI card and a Roblox code that unlocks in-game badges.

JUMBO GROUP

Wasgij Christmas Advent Calendar

Reindeer Rumpus!

Ages: 12+ | MSRP: $19.99

Available: Winter 2026

Count down to Christmas with this Advent calendar, featuring 24 puzzles with 54 pieces each. The calendar imagines the North Pole chaos as Santa’s reindeer run wild at the Christmas market, revealing unexpected surprises.

MOOSE TOYS

Micropets

Ages: 4+ | MSRP: $14.99

Available: March 2026

These pocket-sized robotic pets with interactive LED expressions feature more than 50 sounds and movements, as well as five growth stages, encouraging feeding, talking, and play.

KANDICO

Pickle Paddle Frenzy

Ages: 6+ | MSRP: $24.99

Play solo or with a friend in this handheld electronic paddle game. Hit the ball to score points, follow voice prompts, and unlock multipliers in Frenzy Mode.

SUNNY DAYS ENTERTAINMENT

Maxx Bubble Light Show

Ages: 3+ | MSRP: $19.99

Available: Spring 2026

This bubble machine has spinning and flashing lights, creating a colorful and interactive party experience for all celebrations.

PMI KIDS’ WORLD

Fuggler Easter Eggs

Ages: 6+ | MSRP: $4.97

Available: Spring 2026

Celebrate spring with collectible Fuggler figures inside rabbit-eared mystery capsules. Each unboxing reveals one of 12 quirky characters.

COROLLE

Lise — Tulips | Ages: 2+

MSRP: $79.95

This 14-inch baby doll has a soft body, vinyl limbs, and a vanilla-scented head. Its eyes close for realistic, pretend play.

Dr Squish Squishy Maker Station — Glow It! Edition

Ages: 8+ | MSRP: $25.99

Kids can create their own squishies with this DIY kit. Easy-grip for small hands and styled in pastel colors, it encourages creativity, fine motor skills, and imaginative play.

LICENSE 2 PLAY

Domo Collection | Ages: 6+

MSRP: $5.99-9.99

Available: Spring 2026

Domo returns, refreshed for a new generation of kids and collectors. The meme-ready character comes in 4-inch clip-ons and 6.5-inch plush.

PLAYMOBIL

Balloon Ride

Ages: 4+ | MSRP: $39.99

Available: June 2026

This balloon ride set includes a figure, two animals, and accessories, encouraging high-flying, imaginative adventures.

UPBOUNDERS

Alma’s Way Wooden Pinball Machines

Ages: 3+ | MSRP: $12.99

Alma’s Way comes to life with three wooden pinball games, inspired by beloved characters and everyday adventures. Sold separately, the baseball, coconuts, and bodega designs celebrate commu nity, friendship, and play, and come in a countertop display unit (CDU).

Clickeez 2-Pack Series 2

Ages: 6+ | MSRP: $4.99

Kids can collect more than 30 new characters across two new themes, Ocean Pearls and Juice Bar, each of which clicks like a real keyboard key. Each pack includes two Clickeez, a keychain, and a Series 2 collector’s guide.

THE LEGO GROUP

LEGO DUPLO My First 3 in 1

Creative Cute Pets

Ages: 18 MOS+ | MSRP: $9.99

This set includes 24 easy-tohandle bricks for building dogs, cats, birds, rabbits, mice, and fish, encouraging color recognition, creativity, and problem-solving through multiple building options.

HAND2MIND

Numberblocks MathLink Cubes Advent Calendar

Ages: 3+ | MSRP: $29.99 | Available: Fall 2026

Kids can play, build, and learn with Numberblocks

One to Five with 24 holiday-inspired surprises. This calendar offers easy-to-tear-open doors, holiday accessories, and post-countdown fun with a festive game board.

GIFFA

Cozy Knits

Ages: 0+ | MSRP: $15.99 | Available: Early 2026

These 14-inch knitted sea life plush figures feature soft textures, pastel colors, and huggable designs, offering a unique tactile experience compared with traditional fur plush for comforting, squeezable play.

HANDSTAND KITCHEN

Bluey Dance Mode

Youth Apron and Oven

Mitt Set

Ages: 6+ | MSRP: $29.99

Available: Summer 2026

Kids can cook, craft, or play with this Bluey-themed kitchen set, featuring an adjustable apron and two

THE CHALK BLOC

Gift Sets | Ages: 2+ | MSRP: $10-14

These gift sets feature durable square chalk sticks and a piece of Jazzy Sidewalk Chalk in 10 or more vibrant colors, with themes such as dinosaurs, unicorns, dragonflies, and vehicles. Made in USA.

BICYCLE GAMES

Cardtopia: Hogwash!

Ages: 6+ | MSRP: $5.99 | Available: Summer 2026

Players race to discard cards in order to bluff when needed. If caught, a call makes the player take the pile. The deck comes in a re-sealable bag for easy storage and family-friendly fun.

MADAME

ALEXANDER

8-inch Little Cuties

Feeding Playset

Ages: 2+ | MSRP: $28.95

Available: Spring 2026

These dolls are ready for on-the-go play thanks to clear carry bags.

JADA TOYS

Star Wars AT-AT R/C MSRP: $70

Available: March 2026

This remote-controlled All-Terrain Armored Transport (AT-AT) walker features synchronized sound effects and light-up cannons, along with an articulated head inspired by the iconic vehicle from a galaxy far, far away.

THAMES & KOSMOS

SolarFlower — Ruby Ripple Ages: 8+ | MSRP: $24.95

Available: Fall 2026

Young engineers design and build motorized flower models with moving petals powered by a solar panel, learning about motors, planetary gears, and solar energy in the process.

FAT BRAIN TOY CO.

Air Toobz Mega Run Distance Kit Ages: 6+ | MSRP: $24.95

Kids can extend their Air Toobz layouts by rolling, cutting, and connecting tubes to any length. The kit can combine with existing parts for long-distance runs that twist, turn, and soar.

BLUE MARBLE

National Geographic Kids Animal Puzzle Games Ages: 2+ | MSRP: $12.99

This set includes 50 puzzle pieces to make 25 animal matches and offers five matching games designed to boost fine motor skills, pattern recognition, language, and spatial understanding.

EDUCATIONAL INSIGHTS

Kanoodle Fan Edition | Ages: 8+ | MSRP: $16.99

Available: Spring 2026

This special anniver sary edition brainteaser features color-coded cases that unlock exclu sive puzzles, pieces, and shake challenges. Collect ing both editions unlocks access to more than 500 challenges created with input from the puzzle community.

HEADSTART INTERNATIONAL

Mermaid Magic Mermaid Doll Assortment Ages: 3+ | MSRP: $12.99 | Available: Spring 2026

These mermaid dolls feature bendable tails, color-changing fins, and 10 points of articulation, with show-accurate details designed for imaginative underwater storytelling and display.

speed, and balancing breakthrough tech with evergreen play.

by JAMES ZAHN, Editor-in-Chief

For years, Spin Master has occupied a rare niche in the toy industry: It’s a company big enough to manage global powerhouse brands like PAW Patrol, Rubik’s, and Melissa & Doug, while still acting like a nimble inventor’s house that chases fresh ideas at speed. Balancing those two realities isn’t easy, and it’s one of the reasons David Voss came aboard as Executive Vice President, Global Toy Design and Development three years ago.

“I came here to prove that a company of this scale could do it,” he says when asked about balancing tech-driven products with classic play patterns

At many large companies, Voss notes, core brands and innovation live in separate universes. The big machines continue to churn out proven IP, while experimental work is pushed to an incubator or a far-flung R&D group that may or may not ever integrate back into the main business.

“You’ll hear about companies… Disney, right? There’s the Imagineering, they do these amazing, phenomenal things. And then there’s the classic licensing and core businesses,” he says.

“What we focus on is making sure that those two things are very close together, the core business and the innovation.”

That philosophy shows up structurally. Spin Master has built what Voss calls “the balance of prioritization, focus, [and] resources” into its organization. Alongside the core businesses sits the New Brand Group, a fully formed business unit created to shepherd ideas that don’t naturally live under existing banners but have the potential to become franchises of their own. Primal Hatch is a key example.

“They were responsible for saying, OK, this doesn’t fit neatly into one of our businesses. So how do you plug it into the company?” Voss explains.

“You create this whole new group that’s focused on taking those things that may not organically fit into one of the core businesses, but can be something really special for us as a company.”

That structure is only half the story. The other half is speed.

Voss had just returned from CES when we spoke last month, where he saw

The Bitzee Doghouse is available now. All photos courtesy of Spin Master

plenty of buzzwords and not always a lot of substance. “I can’t tell you how many people I walked up to, and I asked, ‘Hey, could you tell me how this AI works on this camera for kids?’ and they’d say, ‘Well, we don’t have that figured out yet, but we expect to use AI,’” he recalls. “I’m like, well, you have a sign that says this camera has AI.”

Spin Master is taking a different approach. Internally, Voss says the company thinks about AI in two buckets: using it as a tool to help teams work more effectively, and incorporating it into its products in a way that enhances the play experience without becoming the headline.

“I’ve always felt like the best way to apply technology is to apply it where no one even notices it’s there,” he says. “I don’t feel the need to wave Wi-Fi, AI, app-enabled as a flag if it doesn’t do anything to make the experience better.”

That focus on meaningful tech, paired with an emphasis on speed, helped Spin Master deliver a recent “big-hero item” for a major studio partner on a compressed schedule. When the studio needed a fast-turn launch item, Spin Master raised its hand.

“There’s no way to get that done in that time,” Voss says he told his marketing partner initially. “Because of the investment of resources we have in our company… we pulled it off.” Attendees at this year’s Toy Fair will get their first crack at checking out the mysterious, film-inspired item, which at press time is still under wraps.

Consumer feedback and market observations inform Spin Master’s development cycle at multiple stages. An advanced concept team tracks trends and competitive activity across categories, surfacing what works, what doesn’t, and where the white space might lie.

“We pride ourselves on being very aware of what’s going on in the marketplace,” Voss explains. But in the end, the company still bets on the human instincts of its team. “We hire these people because they’re good at what they do and they have good instincts.”

Risk, he says, is built into the Spin

Master engine, dating back to the founders’ spirit of cruising across North America in a minivan, selling “Devil Sticks” to retailers more than 30 years ago.

“The appetite to go try something new is very high at Spin, and that’s part of our DNA,” Voss explains, pointing back to early bets on Air Hogs, Bakugan, and PAW Patrol. “You can’t be an innovative company without wanting to go after some risk. But it’s a balance of risk and the solid businesses and how they can support that risk.”

One area where that balance is paying off is in the interactive digital space, which Voss remembers well from his time at Tiger Electronics. After years of relative quiet in that category, Spin Master’s Bitzee line signaled a new wave of physical-digital play.

“Then all of a sudden, Bitzee came in,

world to try to figure out what’s gonna happen and then designing products that are appropriate for each one of those regions,” Voss says. “We are a global company. Not every company has to think this way, but we do.”

And through it all, the mission remains the same: protect and grow the core, take smart swings on what’s next, and move fast enough to matter. 

Primal Hatch Hybrid Hatchers (above) and the Hexbots Skitter Bot (below) hit retail this spring. A robust line of fall launches debut at Toy Fair New York.

Spin Master’s PAW Patrol: The Dino Movie Megasaurus Dino Vehicle features an inflatable dino that kids can remove from the vehicle for on-thego adventures.

American Girl dolls are instantly recognizable, often featuring two pearly white teeth, stocky and supportive limbs, silky hair, and clothing that every little kid wants to wear themselves. This year, the brand celebrates four decades of iconic features, dependable dolls, and girl-centric stories that welcome every kid (and collector) with open arms.

Developed by Pleasant Rowland in 1986 and acquired by Mattel in 1998, American Girl has served generations of kids and parents through detailed doll collections and supplementary storybooks. Following the brand’s original 18inch Historical personalities, American Girl has introduced numerous characters who share similar experiences, emotions, and plights as the kids who play with them.

STYLISH STORIES

Characterized by its commitment to empowering young girls through storytelling, the brand is launching a year-long celebration of girlhood, friendship, resilience, and dreams. Despite global changes, American Girl has maintained these core values and fundamental goals while evolving in tandem with each new era. “We approach expansion with intention: everything we create must support our mission to help girls grow with courage, confidence, and strength of character,” explains Jamie Cygielman, Global Head of Dolls at Mattel.

American Girl’s catalog includes sub-brands, such as Bitty Baby, AG Sisters, Truly Me, Wellie Wishers, and Historical characters, each showcasing dolls with their own backgrounds.

“The debut of our original Historical characters, Samantha, Kirsten, and Molly, cemented the brand’s place as a trusted companion for girls. Their books helped shape a generation of readers, offering both mirrors and windows into experiences across time,” Cygielman says.

For some, the term “American Girl” evokes memories of the books before the dolls. Adults who grew up with the brand will recall receiving The Care & Keeping of You as their first introduction to bodily changes.

Kris Sanchez (@thedollstudiobykris), a doll collector and content creator with more than 230 American Girl dolls, recalls “The biggest thing that I remember as a child being so gravitated towards the brand was the stories. I feel like if you didn’t have an American Girl doll, you would beg your parents for the books.”

This year, the brand is introducing its first adult fiction novel. “As many of our earliest fans

are now adults, there’s a natural desire to revisit the characters who shaped their childhood, this time through a lens that will resonate with fans who grew up with American Girl and the deeply meaningful stories the brand is known for telling,” Cygielman says.

CREATIVE COLLABS

While the brand continues to develop original characters, it has also expanded into IP-driven collaborations. Families can find dolls and accessories inspired by Disney Princesses and Harry Potter, while older fans gravitate toward limited drops tied to Wicked, Wednesday, and KPop Demon Hunters. “For adult collectors, we tap into the brand’s nostalgia with archival reintroductions, premium storytelling, and culturally relevant collaborations,” Cygielman mentions.

ACCESSORIES & ACTIVITIES

Mattel releases countless American Girl accessories, with each product designed to help expand the narrative. The brand’s extensive accessories collection ranges from clothing pieces and hair styling tools to pet pals and detailed dollsized eateries, kitchens, and bedrooms, each with thoughtful design for kids and fans. “The consumer is at the heart of everything we design. We consider how the item will be used and what would be most fun or best tell the story,” says Annie Nguyen, Senior Manager, Product Design at Mattel. “The designers know that our biggest fans care about materials and premium details, so we incorporate them where we can,” Nguyen adds.

American Girl also invites families to visit its brick-and-mortar stores, where little ones can dine with their dolls at the American Girl Café, get matching hairstyles at the Salon, visit the Care Center for a check-up, and engage in the Styled by You retail experience.

There has been an influx of adults — including those outside the collecting space — creating content with their dolls. Many social media users are bringing their childhood dolls to the American Girl Café, where they enjoy adult-only beverages and snacks alongside toys that were

on their elementary school wish lists.

“More recently, the resurgence of millennial and Gen Z nostalgia has been a powerful moment for our team. Seeing adult fans reconnect so deeply with their original dolls, our books, and now with their own children reminds us of the emotional impact this brand has had for 40 years,” Cygielman explains.

REAL REPRESENTATION

The brand’s commitment to creating conversation and representing every kid has also contributed to its longevity. With its Girl of the Year collection, American Girl introduces timely characters whose backgrounds, school experiences, or hobbies might resonate deeply with kids. Collectors like Sanchez note that specific dolls stand out, such as the 2009 Girl of the Year Doll Chrissa Maxwell, released during the social media explosion. “The doll tackled bullying, and it tackled it from all angles — in person, online … looking back, it’s something that really stuck with me, because as a child that was growing up in that time … getting bullied at the time, it allowed for me to have a voice and confidence because this was a very real thing that was happening … creating a doll that represents something that was very much happening to our generation was really crucial in that time period.”

The 2026 Girl of the Year Doll, Raquel Reyes, a Mexican-American and the great-great-granddaughter of Samantha Parkington, also stands out to Sanchez. Mattel recently released Raquel during an uneasy political climate for residents of mixed heritage.

FACING THE FUTURE

American Girl encourages kids, specifically young girls, to live authentically and love themselves, and a year-long

celebration will reinforce this message. Fans of all ages can visit brick-andmortar locations for exceptional experiences and look forward to new drops, including the Modern Era line. This brand new collection features dolls that incorporate today’s styles to pay tribute to Historical characters.

Regardless of the doll collection or book contents, American Girl remains dedicated to the concept of girlhood. As Cygielman states, “While material culture changes over the eras and decades, core tenets of girlhood remain constant. Whether a story takes place in 1774, 1904, or today, the emotions are universal: bravery, kindness, belonging, and the courage to become who you are.” 

The new Modern Era Josefina Doll (left) and Modern Era Addy Doll (right). | Source: Mattel

ADORABLE, FASHIONABLE, & ADVENTUROUS

PLAYMOBIL

Playmobil x Monster High Valentine’s Date

Ages: 5+ | MSRP: $19.99

This set includes two Monster High figures, Draculaura and Clawd, and a Valentine’s Day-inspired park setting. Kids can create their own scenes with a park bench, heartshaped vines, balloons, Draculaura’s bat, a gift box, and more.

JAKKS PACIFIC

Disney Darlings

Ages: 2+ | MSRP: $34.99

These interactive baby dolls are clad in outfits in spired by Disney characters, such as Marie (pictured), Winnie the Pooh, and others. Kids can wake it up with the magic wand, feed it with the bottle, listen to it giggle, and rock it to sleep. It has four interac tive touch points and various sound and light effects.

MATTEL

Barbie Petal Pop Assortment

Ages: 3+ | MSRP: $26.99

Available: Spring 2026

Kids pour water into the vase with the tiny watering can, watch a colorful flower-inspired Barbie doll bloom, then put her back in and press the button to watch her pop up again.

HEADSTART INTERNATIONAL

Mermaid Magic Merlinda Light Up Necklace

Ages: 3+ | MSRP: $9.99

Available: Spring 2026

This shell-inspired beaded necklace mirrors Merlinda’s jewelry piece from Netflix’s Mermaid Magic. The ocean-colored pendant glows and plays the song “Making Waves.”

Source: Playmobil

TOYSMITH

Evi Love Pet Friends Doll Assortment

Ages: 3+ | MSRP: $7.99

These 6-inch Evi dolls come with a pet companion, like a dog, cat, or bunny. Each doll is dressed in a colorful outfit.

MADAME ALEXANDER

7-inch Favorite Furiends Fashion Doll

Ages: 3+ | MSRP: $28.95 | Available: Spring 2026

The 7-inch fashion dolls come with two mini animals, such as bunnies, kitties, or puppies, that fit in their clothing pockets.

HASBRO

Peppa Pig Springtime Dress-Up Figure Ages: 3+| MSRP: $10.99

Little ones can dress this 6-inch Peppa Pig doll in six spring-inspired accesso ries, including bunny shoes, bunny ears, a feathered chick capelet, and an Easter egg basket.

MATTEL

Disney Princess Jasmine Doll by American Girl | Ages: 6+ | MSRP: $145

This 18-inch American Girl doll mirrors Disney’s Princess Jasmine, complete with black hair styled in a ponytail, a turquoise two-piece outfit, gold shoes, and sparkly details.

COROLLE

Calin Charming Blue

Ages: 18 MOS+ | MSRP: $42.95 Available: March 2026

This 12-inch baby doll has blue eyes that close when it’s laid down to sleep, a soft body, a vinyl head, and vanilla-scented limbs. It’s dressed in a matching blue pajama set.

MGA ENTERTAINMENT

Rainbow High Be Dazzling Fashion Dolls

Ages: 4+ | MSRP: $27.99 | Available: Spring 2026

Kids can customize and match their Rainbow High dolls with the included bedazzling tool and rhinestones.

SCHLEICH

Farm Babies | Ages: 3+

MSRP: $19.99 | Available: Summer 2026

Kids can play with four realistic, textured figures of a

ADORABLE, FASHIONABLE, & ADVENTUROUS

PLAYMATES TOYS

Winx Club Fashion Fits Collectible Figures

Ages: 4+ | MSRP: $5.99 | Available: Spring 2026

Each mystery box includes a 4-inch fairy with sparkling wings and a Winx Club-approved outfit. There are six fairies to collect in Wave One.

TOMY

Beauty Besties Collection

Ages: 8+ | MSRP: $19.99 | Available: Fall 2026

Kids can get ready each day alongside their favorite videos with this plush collection. Each character comes with a removable headband and will hold a phone in their feet. Start the day with Glammie, Princess, and Sayla.

HASBRO

Baby Alive Dinnertime Creations

Ages: 3+ | MSRP: $15.99

Kids create pretend pasta meals by pressing the compound into macaroni-shaped molds, then use the accessories to feed it to Harper Hugs, Tilly Tinker, or Gigi Giggles. Each doll will poop out the play food in its easy-to-change diaper.

SPIN MASTER

Unicorn Academy Train & Glow River Ages: 4+ | MSRP: $24.99 | Available: Spring 2026

This set includes a poseable 4.5-inch Isabel doll, an articulated translucent River figure, a training loop, and additional acces sories. Kids can make River’s body glow by pressing the gem on the unicorn’s chestplate.

My Mini Baby Sweet Hearts Series 1 | Ages: 3+ MSRP: $9.99

Each heart-shaped mystery capsule includes one realistic, miniature baby, a themed playset, and accessories. The babies have soft skin, hand-painted details, and Valentine’s Dayinspired outfits. There are four to collect.

SUNNY DAYS ENTERTAINMENT

Honey Bees Acres Mystery Bag — Collectible Surprise Flocked Figures | Ages: 3+ | MSRP: $4.99

Available: Spring 2026

There are nine 2.25inch Honey Bee Acres characters to unbox, including Lulu the cow, Coco the bunny, and more. Each one has pos able limbs and comes with removable clothing for kids to swap.

ADORABLE, FASHIONABLE, & ADVENTUROUS

THE LEGO GROUP

LEGO Friends Horse & Baby Foal Trailer

Ages: 7+ | MSRP: $29.99

Kids can groom LEGO horse figures, ride them over the jump, and transport them in the trailer. The 279-piece set also includes two mini dolls, a puppy, a frog, and a small picnic area.

SCHLEICH

Happy Horse Hospital | Ages: 4+ | MSRP: $69.99

This clinic playset includes a working X-ray slide, veterinarian tools, a horse figure, a veterinarian figure, and additional themed accessories. The clinic doubles as a

ZURU

Mini Brands Fashion Series 4

Ages: 3+ | MSRP: $9.99

Available: Spring 2026

Kids can unbox more than 80 mini fashion pieces, including handbags, shoes, jewelry, and more. Each capsule includes five mystery fashion items made from eco-friendly materials.

MADAME ALEXANDER

Madame Alexander 8-Inch Take Along Cuties Mini Baby Doll

Ages: 2+ | MSRP: $28.95

Available: Spring 2026

Each 8-inch baby doll comes in a see-through bag for kids to tote around. These Little Cutie kits also include doll accessories.

MGA ENTERTAINMENT

L.O.L. Surprise Mermaids! Makeover Magic Tots Ages: 4+ | MSRP $10.99 | Available: Spring 2026

Kids can unbox different L.O.L Surprise! dolls, each sporting a water-activated color-changing mermaid tail and themed accessories.

MATTEL

Team Barbie Bursts Assortment

Ages: 5+ | MSRP: $32.39

Available: Fall 2026

There are three Barbie dolls representing different jobs: the Pop Star (pictured), the Soccer Player, and the Tennis Player. Each doll comes with colorful, themed accessories.

CUTE, CUDDLY, & COLLECTIBLE

JAZWARES

Squishmallows Mony

Ages: 3+ | MSRP: $9.99

Available: Spring 2026

GIFFA

Howdy Partner

Ages: 3+ | MSRP: $24.99 each

Available: April 2026

Little ranchers can saddle up with these six plush friends, including a highland cow, dog, unicorn, bear, and horse, styled with bandanas, cowboy hats, and denim.

Mony, the 8-inch orange mon arch butterfly Squishmallow, has gorgeous wings and a sparkly belly, and wears a stylish flower crown.

SPIN MASTER

GUND Toothpick Near or Far Bears

Ages: 0+ | MSRP: $44 | Available: Spring 2026

This plush set includes Toothpick in full-size and mini keychain forms. The full-sized Toothpick comes with a built-in voice recorder holding up to three 20-second messages.

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.

JAZWARES

Greenhouse Fiddle Tree Plush | Ages: 3+

MSRP: $49.99

Available: Spring 2026

This 48-inch potted plant plush adds height and charm to any space, no green thumb required.

Source: Giffa

CUTE, CUDDLY, & COLLECTIBLE

LICENSE 2 PLAY

MushyKinz

Ages: 6+ | MSRP: $9.99

These influencer-created squishies feature adorable characters in satisfying, sticky formats, and come in blind boxes for extra collectible fun.

JUST PLAY

furReal Sally the Silly Hippo

Ages: 4+ | MSRP: $32.99 | Available: Spring 2026

Sally, the mini-hippo, needs help learning to walk. Kids can feed her a pretend watermelon slice for a snack, and press her back to watch her waddle.

PMI KIDS’ WORLD

Miiloo Blind Box Clip-On Plush

Ages: 4+ | MSRP: $7.99

Available: March 2026

These clip-on plushies bring the kawaii charm. Available in a variety of characters, these plush have cuddly textures and adorable faces.

HASBRO

Furby Furblets

Ages: 6+ | MSRP: $9.99 each

Take Furby everywhere with these mini electronic Furblets. Each Fublet in this four-piece assortment comes with a built-in keychain for easy attachment to bags.

THE POKÉMON COMPANY INTERNATIONAL

Pokémon Friends Plush

Ages: 0+ | MSRP: $29.99-34.99

Gamers can snuggle up with their favorite Pokémon with these soft, yarn-crafted plush, inspired by Nintendo’s Pokémon Friends puzzle game.

MOOSE TOYS

ScruffaLuvs – Unicorn

Ages: 2+ | MSRP: $19.99

Available: Summer 2026

Kids can bring unicorn magic home with ScruffaLuvs. Kids wash, dry, and groom this scruffy ball into a fluffy unicorn.

CUTE,

CUDDLY, & COLLECTIBLE

CRA-Z-ART

Butter Babies Butter Cups

Ages: 3+ | MSRP: $4.97 each

Available: Spring 2026

These 4.5-inch mini plush friends are super soft and feature a loop on top of their heads for easy attachment as keychains or bag charms.

THIN AIR BRANDS

Living Puppets: Sanders

Ages: 3+ | MSRP: $89.99

Available: March 2026

Sanders is a playful 24-inch rooster puppet, ready to help kids develop their imaginative play and storytelling skills.

PICKLE EVERYTHING

Giggle Pickles | Ages: 4+

MSRP: $14.99 each

These plush pickles giggle when jiggled. Each pickle in this sixpiece line has unique expressions, brightly colored hair tufts, and

MOOSE TOYS

Little Live Pets Ouchies Vet Kit

Ages: 4+ | MSRP: $14.99

Available: Summer 2026

Vets-in-training can care for Chirpy the Chick (pictured) or Coco the Hamster, each featuring more than 20 sounds and reactions, plus a portable carrier with accessories.

GROUP

Kimmon Sweet and Sour

Ages: 15+ | MSRP: $29.99 each

This plush keychain collection features three sweet and three sour figures, each with changeable fashion pieces. Each sold separately in surprise boxes.

WILD REPUBLIC

Flipkins

Ages: 0+ | MSRP: $10.99 each

Flip, cuddle, and collect these plush animals, designed with an eco-friendly weighted glass filling that helps them land upright with

CUTE, CUDDLY, & COLLECTIBLE

DOUGLAS

Mini Sitting Farm Assortment

Ages: 3+ | MSRP: $12.16

Bring home farm charm with these 5-inch plush barnyard friends, including a goat (pictured), lamb, pig, and cow.

JUMBO GROUP

Funtasy Family —

Kiss-meez Owl

Ages: 3+ | MSRP: $14.99

Kiss-meez Owl features more than 30 sounds and reactions, giggling and sending kisses when kids interact with it.

TOYSMITH

MOOSE TOYS

One Piece Tony Tony Chopper Plush | Ages: 4+

MSRP: $19.99

Available: Spring 2026

Tony Tony Chopper is now available as a cuddly 11-inch plush. The reindeer doctor wears his classic hat and a medical cross symbol.

INNOV8 CREATIVE ACADEMY

Limbz

Ages: 6+ | MSRP: $7.99-16.99

Available: Spring 2026

These spooky-cute plushies feature exaggerated arms and legs, embroidered faces, and a clip.

MGA ENTERTAINMENT

Bratziez

Ages: 6+ | MSRP: $24.99

Meet Bratziez, sassy-cute blind box plush collectibles rooted in surprise fashion. Kids can discover one of six Iconz Seriez cuties, with each unboxing bursting with “bratitude,” mystery, and irresistible charm. This line quickly went viral leading to immediate sell-outs of the first allocations in December.

Sugar Skwisheez Plush:

Dumpster Divers | Ages: 3+

MSRP: $9.99 each

These mini plush squish balls bring quirky energy to playtime. Kids can find hidden Easter eggs within this collection that connect across the Sugar Skwisheez world.

JUST PLAY

Disney Stitch Many Moods Angel Ages: 3+ | MSRP: $44.99 | Available: Spring 2026

Experiment 624, Angel, arrives as a 13.5-inch lifelike plush with more than 50 sounds and reactions, animated LCD eyes, and multiple interactive play modes.

Today, it’s not hard for families to find new toys on the market –there are thousands to choose from, with fresh stock hitting retail shelves on a weekly basis. And yet, between the latest trends and exciting innovations, kids of all ages find themselves returning to the classics.

In an ever-growing industry, many of the toys and games we see today are updated versions of popular offerings from the past. But what makes a toy classic and timeless? There are many reasons why brands like Polly Pocket, Playskool, and Tonka are staples, but the one thing they all have in common: they’re loved by kids and kids at heart.

KEEPING TOYS CLASSIC

The interesting thing about classic toys is that they don’t need to change — just look at Mattel’s Polly Pocket. Since its debut in 1989, the brand has maintained its compact size, adorable designs, and miniature play experiences. While other

toys embrace modern changes, Polly Pocket remains a timeless source of fun that appeals to fans of all ages.

“Current toy and fashion trends have actually helped bring the original Polly aesthetic back into style. It shows that

some aspects of modernization come from the world catching up to Polly, rather than Polly changing herself,” says Jamie Peters, Vice President, Global Brand Marketing of Dolls for Mattel.

Polly Pocket is still embarking on the same micro-adventures she’s had for decades — and fans aren’t the only ones looking to join her. Many companies are entering her tiny world through licensed collaborations, with notable crossovers such as Back to the Future, The Office, Stranger Things, and Wicked. These partnerships not only preserve the brand’s popularity but also attract a new wave of Polly Pocket fans.

“The toy industry is experiencing a significant rise in interest from adult collectors and pop-culture fans, and these partnerships allow us to meet that demand in an authentic way for Polly,” Peters says. “They keep the brand exciting for longtime fans and introduce Polly Pocket to new audiences, all while preserving the heart of what makes it special.”

Polly Pocket lives on through licensing collaborations, including Universal Pictures’ Wicked Source: Mattel

A RETRO REVIVAL

Upholding nostalgia is important, but upgrades can help boost toys’ play value. Sunny Lauridsen, Senior Vice President of Brand Strategy and Marketing at Just Play, understands that classic toys remain popular because they meet the needs of families. By relaunching Easy-Bake and Playskool in collaboration with Hasbro, Just Play demonstrates its ability to “preserve the magic of play with designs that feel relevant for today’s kids and parents.”

For more than 60 years, Easy-Bake has encouraged kids to create delicious desserts without the need for a real oven. The Ultimate Oven reimagines the timeless toy with a new retro-modern style, upgraded tools, and a built-in timer. And, as “icing on the cake,” Just Play elevates food play with sweet Easy-Bake additions.

“We updated — and taste-tested — new baking mixes to deliver the flavors that appeal most to kids. And with the addition of the Freezy-Bake Ice Cream Maker, we introduced cool treats that are the perfect complement to Easy-Bake creations,” Lauridsen explains.

Playskool remains one of the most trusted names in early childhood play. With a refreshed line, today’s families can bring developmentally rich experiences to kids’ playrooms with toys featuring a clean, modern aesthetic.

“Our focus was on preserving the core

developmental, problem-solving, and active play that has defined the brand for generations, with a mixed-materials approach that provides added sensory play and is in line with the material and color trends that appeal to parents and gift-givers. The result is classic Playskool play, reimagined,” Lauridsen says.

FUN FOR ALL AGES

While classic toys have many unique factors, they truly stand out when it comes to bridging generational gaps. Basic Fun!, which creates toys for timeless brands such as Care Bears, Lite-Brite, Lincoln Logs, Tonka, and Stretch Armstrong, strengthens these bonds by elevating play

experiences for all toy fans, including those who grew up with them.

Basic Fun! CEO Jay Foreman understands that classic toys are the “generational and emotional connection a person has with the product.” The company enhances families’ connection to Lite-Brite with the Lite-Brite Touch, which swaps pegs with buttons for easy use and includes games kids can play with siblings, parents, and grandparents. Kids of all ages can play with Tonka toys, which feature new tooling so items like the Mighty Dump Truck “look and feel like they were from 2026 instead of 1966.”

“Playing with a toy truck is a timeless play pattern, and for a 70-year-old grandfather to be able to play with his 4-year-old grandchild with the same toy he played with when he was four is priceless,” Foreman says.

Trends come and go, but classics always command space in the aisle. Updated or untouched, they stay in playrooms because they offer something no fad can match: genuine, lasting fun that connects kids and parents across generations. 

building LEGO sets and re-watching

Taylor Battle is an Assistant Editor at The Toy Book, The Toy Insider, and The Pop Insider. Between

Disney classics, she can be found building houses in The Sims 4. Taylor is passionate about creating and is always looking to try new things.

Basic Fun! ensures Tonka trucks maintain their timeless play pattern while adding modern upgrades. | Source: Basic Fun!

Playskool gets an upgrade to appeal to modern families. | Source: Just Play

WHAT’S NEW IN NOSTALGIA

Schylling gives retailers a sneak peek at upcoming releases set to hit shelves in 2026.

by NATALIE MILLER, Assistant Editor

Q&A with Paul Weingard, President, Schylling

For decades, Schylling has built a brand around timeless, tactile toys. From retro ride-ons and tin toys to novelty and NeeDoh, the company continues to find new ways to refresh familiar formats for today’s modern marketplace.

We sat down with Schylling President Paul Weingard to discuss what’s new, what’s next, and what retailers can expect from the company this year.

The Toy Book: What new products or categories are you most excited about this year?

Paul Weingard: 2026 is shaping up to be a really exciting year for us. We’re expanding several of our core strengths — classic toys, novelty, and sensory play — while also pushing into more design-forward and play-pattern-driven concepts. Some upcoming launches reflect a more intentional blend of nostalgia with contemporary aesthetics and materials, which represents a natural evolution for Schylling. We’re also exploring new ways to refresh familiar categories by adding surprise, collectability, and stronger storytelling around the play experience.

TB: Do you have any seasonal or limited-run items this year?

PW: You’ll see some special treatments and short-run versions of existing favorites. Our NeeDoh Advent Calendar

had an exceptional sell-through in 2025, and we have an even more spectacular NeeDoh Advent Calendar for 2026. We have some great new Halloween items, such as our Trick or Treat Countdown in NeeDoh, which builds on the Advent Calendar’s success. We’re also converting select seasonal items to year-round favorites, like our “Good Vibes Only” NeeDoh squeeze hearts, which have been a Valentine’s favorite in recent years. These products allow us to experiment creatively and give retailers something fresh and buzz-worthy throughout the year.

TB: What consumer insights helped shape your 2026 line?

PW: We’re seeing continued demand for toys that are tactile, intuitive, and screen-free — products that kids can pick up and instantly understand. There’s also a strong interest in items that offer stress relief, sensory engagement, or open-ended play. Parents and retailers alike are seeking toys with lasting value, not just momentary novelty, and that insight is shaping how we think about longevity and repeat play. Parents were more value-conscious

in 2025, and we expect that to continue into 2026. That’s driven strong sales at lower price points, but consumer expectations for quality remain high.

TB: Where do you see the most opportunities for growth?

PW: Looking ahead, we see strong opportunities in continuing to modernize classic play, expanding globally, and deepening our presence in categories where design and simplicity matter most. As consumer tastes evolve, Schylling’s commitment to timeless fun positions us well for sustainable, long-term growth and staying true to our roots while remaining open to creative evolution. 

CREATIVE CORNER

MOOSE TOYS

SPIN MASTER

Kinetic Sand Smoothie Maker

Ages: 5+ | MSRP: $14.99

Available: Spring 2026

Use the blender or popsicle molds to make various Kinetic Sand smoothies and popsicles. The set includes molds to shape the sand into fruit or popsicle shapes.

Gui Gui Mega Slime Haul | Ages: 6+

MSRP: $32.99 | Available: July 2026

Kids can unbox and mix the five different slimes, which come with more than 50 mix-ins and beauty-inspired accessories, to create unique combinations.

CRAYOLA

Scribble Scrubbies Color Blast

Ages: 3+ | MSRP: $31.99

This playset features six washable marker and a Scribble Scrubbie elephant sprayer that turns the markers into an airbrush tool. Kids can color and customize the washable elephant figure, then rinse him clean.

MAKE IT REAL

Rock Dough Cosmic Creations

Ages: 6+ | MSRP: $9.99

Available: Spring 2026

When this special dough is left to air dry, it looks and feels like real stones. Kids can use the kit’s included stencils, paints, and adhesive pearls to decorate and customize their creations.

Source: Spin Master

CREATIVE CORNER

SKY CASTLE TOYS

STICKI ROLLS Sticki Station Series 3

Ages: 5+ | MSRP: $24.99

This kit comes with enough supplies to create six bracelets and two necklaces. Kids will find 144 beads, 32 rolls, tags, charms, and pendant dispensers featuring designs exclusive to Series 3, along with 12 mystery rolls.

ZURU

Mini Brands Really Works

Magic Cook Kitchen Capsule Series 1

Ages: 3+ | MSRP: $9.99

Available: Spring/Summer 2026

Each capsule comes with one of nine different miniature kitchen appli ances and mini ingredients. Kids can serve soft-serve ice cream, pop popcorn, and mix ingredients using each appliance’s working mechanisms.

PETIT COLLAGE

Spot the Difference Fairy Tales Puzzle Tin | Ages: 4+ | MSRP: $10

The tin includes 49 puzzle pieces that kids can connect to reveal a fairytale scene. Once completed, kids can also try to spot the 10 differences between each image in the puzzle.

TOMY

Jixelz Remix Running Sonic | Ages: 8+ | MSRP: $14.99

Kids can create a colorful depiction of the Blue Blur using this set’s 750 pieces. Once complete, the included display hook helps the puzzle double as a piece of decor.

HEY BUDDY HEY PAL

Glow in the Dark DinoMazing Egg Decorator

Ages: 3+ | MSRP: $24.99

Kids can color their plastic eggs with the set’s markers and dino saur-themed egg spinner, then crack open the egg to find miniature, collect ible dinosaurs.

THAMES & KOSMOS

Gummy Candy Kit — Bunnies, Eggs, & Tulips

Ages: 6+ | MSRP: $12.95

Available: Spring 2026

Kids can learn about the chemistry behind the making of gummy candy, all while enjoying tasty kiwi and strawberry flavors.

CREATIVE CORNER

MELISSA AND DOUG

Sticker WOW! Activity Pad & Sticker Stamper

Value Pack - Dinosaur Ages: 3+ | MSRP: $26.99

Available: Spring 2026

This activity pad comes with two reusable dinosaur sticker stampers that kids can use to stamp the easy-to-remove stickers on each page or anywhere else they want to customize.

ROSEART

Birds, Butterflies and a Crab Box Set | Ages: 8+ | MSRP: $24.99

Available: March 2026

Each 100-piece puzzle in this 16-puzzle set features a bird, butterfly, or the pink forest crab. Plus, the box has fun facts about each species.

SUPER IMPULSE

World’s Smallest

Peanuts Etch-A-Sketch

Ages: 6+ | MSRP: $7.99

Available: Spring 2026

This Peanuts-licensed miniature Etch-A-Sketch features Snoopy and his red doghouse. Kids can doodle using the two knobs, then shake to reset the canvas to create something new.

FARM TO FUN

Snowy the Mouse Activity Book

Ages: 3+ | MSRP: $16.99

Featuring 48 pages, this activity book is filled with mazes, puzzles, and doodling pages, providing kids with space to be creative and develop new

VERY MARIE

Affirmation Mirror

Ages: 8+ | MSRP: $34.99

Tweens can customize this 10- by 14-inch mirror with the kit’s more than 100 gem stickers, resin charms, and cling stickers featuring affirmations and icons.

SANTOKI

LEGO Minifigures

Coloring Creativity Set — Birthday

Ages: 6+ | MSRP: $19.99

Available: August 2026

Kids can color their own LEGOinspired paper crowns and coloring cards to keep as party favors. Each kit comes with six crowns and coloring cards.

CREATIVE CORNER

UPBOUNDERS

Alma’s Way Two-Sided 48-Piece Puzzle –Bomba or Baseball? | Ages: 4+ | MSRP: $22.99

This two-sided, 48-piece puzzle displays the two options of Alma’s big decision: joining her family and friends for a bomba dance, or tagging along with Papi and Junior to a baseball game.

LUKI LAB

Gem Pets | Ages: 6+ | Available: Spring 2026

Kids can dig through heart-shaped soap with the included double-sided digging tools to discover 10 hidden gems to decorate and display. The soap can be pressed back together for reuse, offering eco-friendly packaging.

RIDLEY’S GAMES

Spring Curiosities

200-Piece Jigsaw Puzzle

Ages: 12+ | MSRP: $10.99

Once completed, this 200-piece puzzle shows a whimsical springtime scene.

JUMBO GROUP

Water Magic — Squishies Jungle Ages: 3+ | MSRP: $14.99

Kids can unbox this jungle-themed playset to reveal two squishy creatures and color on the mess-free, water-activated coloring paper.

GRIDDLY KIDS

Just Add Marshmallow Ages: 5+ | MSRP: $34.99

Available: April 2026

This includes nearly all of the materials kids need to complete 25 different art projects and science experiments; all they need to add is some marshmallows.

FAT BRAIN TOY CO.

Hey Clay Plant Folks Ages: 6+ | MSRP: $22.99

Kids can sculpt three different plant pot friends by following the step-bystep instructions on the accompanying app.

TOYSMITH

Wrigglin’ Worms Ages: 5+ | MSRP: $5.99

Each bag comes with tons of wriggly rubber worms to squeeze, twist, and pull for hours of sensory play and fidget fun.

TOYSMITH

Bangoberry Pop-Out Playscape

Ages: 4+ | MSRP: $21.49 | Available: March 2026

This 3D playscape pops out to reveal a Bangoberry-themed island, with small, poseable critters for kids to create their own imaginative play adventures.

HORIZON GROUP USA

Fidgiwear Squishy Beads Ages: 3+ | MSRP: $5.99-7.99

Kids can create their own sensory toy bracelets with squishy, lightly-scented beads in three different themes: Dreamy, Daisy, and Sweety.

HANDSTAND KITCHEN

Bluey and Friends Baking Party Set Ages: 6+ | MSRP: $24.99

FABER-CASTELL USA

Creativity for Kids Make Your Own Latch N’ Patch Fuzzy Sticker

Ages: 7+ | MSRP: $16.99

Available: Spring 2026

Kids can learn latch hook stitching and create five fuzzy patches using the included canvas, yarn, and easy-to-follow guide.

Available: Summer 2026

Families can bake alongside their favorite Heeler family members with this set of reusable cookie cutters, spatula, and silicone molds.

CREATIVE CORNER

BOTI

Doctor Squish

Mini Squishy Maker

Ages: 8+ | MSRP: $18.99

THE CHALK BLOC

Jazzy Chalk

Ages: 2+ | MSRP: $7-9

Each piece of Jazzy Chalk features 10 different colors and comes in various shapes, including a unicorn (pictured), a dinosaur, a car, and a heart.

BLUE MARBLE

Kids can join the Squishy Squad and make custom squishy toys using this portable kit. They can mix their favorite colors and mix-ins, add water, and seal to complete their own squishy.

VERY MARIE

Patch Remix Trucker Hat Kit

Ages: 6+ | MSRP: $34.99

This set features Remix Patches, which have hookand-loop backings for easy removal and replacement, letting kids customize their own trucker hats, then restyle them as often as they want.

National Geographic Light-Up Dinosaur Sand Terrarium Kit | Ages: 4+ | MSRP: $29.99

Kids can arrange their own dinosaur-themed terrarium while learning facts about dinosaurs using the kit’s learning guide. The set includes a wide-mouth terrarium, dinosaur figures, an artificial succulent, sand, pebbles, and gemstones.

EDUCATIONAL INSIGHTS

Graphic Novel Kit | Ages: 7+ MSRP: $24.99 | Available: Fall 2026

Featuring art by Brady Smith, this kit has ev erything a budding comic book artist needs to start their adventures in comics: a light-up tracking board, 400 traceable im ages, pre-printed scenes, and story-starter prompts.

ZURU

Mini Brands Create MasterChef Series 2 by ZURU Ages: 3+ | MSRP: $9.99

Each capsule allows chefs-in-training to craft miniatures of 11 new dishes, including blueberry-scented pancakes, butter chicken, and tacos.

PAPP INTERNATIONAL

Daniel Tiger’s Neighborhood Mini My Dress-Up Sticker Book

Ages: 3+ | MSRP: $7.99

Kids can use the included clothing and accessories stickers to dress up Daniel Tiger and his friends in various outfit combinations.

EEBOO

Vehicles Fold-Out

Coloring Book

Ages: 3+ | MSRP: $11.99

Preschoolers can color cars, trucks, boats, and other vehicles on oversized pages.

BLUE MARBLE

NASA Cardboard Rocketship Playhouse | Ages: 4+ MSRP: $22.99 | Available: Summer 2026

Young astronauts can customize this 4-foot-tall cardboard rocketship by coloring the exterior, then gaze up at the glow-in-thedark stars on the interior. The playhouse comes with an educational guide about spaceships to encourage imaginative play

THE SHAPE OF SUCCESS

CONNETIX makes waves in the construction category.

by NICOLE SAVAS, Social Media Editor

Q&A with Tom Neville, Vice President of Sales, North America, CONNETIX

In the last few years, the construction category has become, well, magnetic. Magnetic tiles have become a staple in playrooms and classrooms, and one brand leading the charge is CONNETIX.

Founded in Australia in 2019, Brave Toys’ CONNETIX recently launched a program with Target in the U.S., securing its place at mass retail. We spoke with CONNETIX’s Tom Neville, Vice President of Sales, North America, to learn more about what sets the brand apart.

The Toy Book: After decades in the industry, what excites you most about where the toy business is heading right now?

Tom Neville: I started my toy career at LEGO, working in construction toys, and now I find myself at CONNETIX in that very same category. It’s a full-circle moment that reinforces something I’ve al-

ways believed: the basics never get boring. Watching the construction category continue to grow proves that simplicity, when done well, is incredibly powerful. It also feels like an exciting new chapter for The Toy Association, with the move to Los Angeles bringing the U.S. toy industry together in one place. There’s a real sense of momentum and connection right now, and it’s energizing to be part of.

The Toy Book: There’s often a percep tion that growth with large national retailers comes at the expense of independents and specialty. Have you found this to be the case?

TN: At CONNETIX, our experience has told a very different story. We entered the U.S. market just under four years ago with specialty retail, and an early partnership with Barnes & Noble helped give the brand a strong foothold.

Last year marked another milestone with the launch of a significant program at Target, and the response from independent retailers has remained overwhelmingly positive, with the national visibility strengthening CONNETIX’s credibility in an increasingly crowded category.

We are thoughtful about how we show up in each channel. Our products, packaging, and pricing are clearly differentiated

The Light-Up Star is a first for magnetic tiles.

TB: How is CONNETIX actively raising the bar in the construction category?

TN: Learning through open-ended play is the key to CONNETIX’s success. Our number one feature is the strength of our magnets. This is foundational to the enjoyment of those who play with CONNETIX. The bevelled construction of the colorful shapes not only gives the tiles added strength but also refracts light that passes through them.

Our newer packs show how the brand is innovating in the construction category. The Portals and PROs incorporate SmartSpin technology, which allows magnets to align to their maximum polarity, enabling builds in ways the category hasn’t seen before. Plus, we recently released a light-up tile, the first of its kind in magnetic tile play. This is product innovation at its best.

TB: Construction play has traditionally skewed young — why are we now seeing such strong engagement from older kids and even adults?

TN: CONNETIX packs are designed to be intentionally open-ended and appeal beyond a single age group. They’re made for the whole family.

The “kidulting” concept is popular among CONNETIX fans — we even have a hashtag: #adultswhoCONNETIX. A build might begin with a child, but it often draws in parents, siblings, and even grandparents, turning play into a shared experience.

TB: How do more accessible price points help introduce new families to premium construction brands?

TN: Opening price points are an effective way to welcome families into the category, and we currently offer these, with plans for more to come. Interestingly, though, it’s often our higher-priced items — like Ball Runs and larger packs — that perform the strongest. In construction play, we see less price sensitivity than in some other categories, as parents often understand the connection between high-quality products and long-term play.

TB: How can construction toys support teachers in real classroom settings, including homeschoolers?

TN: This really hits home for me. My daughter has taught kindergarten and second grade, and her classrooms have always had magnetic tiles — and yes, they are CONNETIX. They’re used across subjects like maths, science, geography, and reading, and they transition easily from group learning to independent practice. CONNETIX also provides support tools that teachers and homeschool families can access on our website, including activities for different ages, abilities, and interests.

TB: With My Creative Box joining the Brave Toys portfolio, how do creative craft and construction complement each other at retail?

TN: Both brands are built around open-ended play. A My Creative Box kit, like CONNETIX, invites creativity without a single outcome. Together, they offer retailers two high-quality brands with complementary play patterns and accessible price points. 

CONNETIX PRO is attracting older builders to the brand.

My Creative Box kits offer retailers and families new ways to learn and play.

BUILDING & EXPLORING

THE LEGO GROUP

LEGO Friends Unicorn Dream Café | Ages: 6+ | MSRP: $39.99

Kids can build a unicorn-themed eatery with this 475-piece set, which includes three LEGO Friends figures, toys, cakes, waffles, cookies, seating areas, and more.

CONNETIX

CONNETIX 48-Piece

Bright Portal Pack

Ages: 3+ | MSRP: $59.99

This pack includes three sizes of portal squares that nest within one another, as well as large and standard tiles that have an open-frame design and multiple magnetic connection points. It also includes mini squares with Smart-Spin technology, so kids can rotate their builds as needed.

ZURU

MAX Build More Premium Fugglers Building Bricks Collection Ages: 8+ | MSRP: $9.99 each

Kids will open their mystery capsule, and then use MAX Premium Bricks to build a Fuggler character, such as Squidge, Mr. Buttons, Oogah Boogah, and Fearsome Bat.

JAZWARES

BLDR Care Bears Grumpy Bear Buildable Figure

Ages: 8+ | MSRP: $29.99

Families can build a 7-inch figure of CareA-Lot’s own Grumpy Bear with BLDR bricks. The figure features Grumpy Bear’s rain cloud belly badge, heart detail, and grumpy facial expression, and has five points of articula tion once fully assembled.

BUILDING & EXPLORING

THIN AIR BRANDS

CADA Greenhouse Library

Ages: 8+ | MSRP: $129.99

Tweens can build a light-up green house library, complete with a river and birds, with this 1808-piece set.

SANTOKI

LEGO Pen Pal Gel Pen with Building Toy

Botanical Purple Ages: 6+ | MSRP: $7.99

SUPER IMPULSE

World’s Smallest Nanoblock

Ages: 12+ | MSRP: $4.99

Available: Spring 2026

Builders can stack and snap tiny nanoblocks to create a mini Lion, Giant Panda, or Parakeet.

After taking notes with the gel pen, kids can build upon the two LEGO botanical plates that come on the barrel.

CREATEON

Daniel Tiger Quebees

Ages: 3+ | MSRP: $14.99

Available: Winter 2026

Builders can stack five magnetic cubes to form images of Daniel Tiger and additional characters from the animated series.

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.

LEARNING RESOURCES

Gears! Gears! Gears! Garden Gears

Ages: 4+ | MSRP: $39.99

Available: Spring 2026

This flower-themed building set includes 101 pieces for kids to mix and match as they create a mechanical, moving garden.

MAGNA-TILES

MAGNA-TILES Rail Racers 8-Piece Rail Pack | Ages: 3+ | MSRP: $19.99

Little ones can expand their MAGNA-TILES magnetic tracks and ramps with eight clear rails — each one snaps together with a four-click connection.

BUILDING & EXPLORING

ZURU

MAX Build More Premium Home Building Bricks Collection | Ages: 8+ | MSRP: $9.99

Available: Spring/Summer 2026

Each mystery capsule contains up to 181 MAX Premium Bricks that kids will use to build small household objects such as a lamp, a book stand, a coffee machine, and more.

TOYISH LABS

Clixo Dino Adventure Pack Ages: 6+ | MSRP: $49.99

Kids can snap together 36 dinosaur-shaped, flexible magnetic pieces to create a T. rex, pterodactyls, and more.

THE LEGO GROUP

LEGO Ideas Love Birds | Ages: 18+ | MSRP: $49.99

With this 750-piece set, families can build a detailed LEGO tree and two coral-pink birds — whose heads create a heart shape when viewed from behind.

JAZWARES

BLDR Hello Kitty and Friends Burger Bistro Playset Ages: 8+ | MSRP: $19.99

Tweens can use BLDR bricks to create a Sanrio-themed diner, complete with a register, ice cream machine, and more. The 209-piece playset also includes 1.5-inch posable Hello Kitty and Badtz-maru figures.

TOYISH LABS

Clixo Dino Tiny & Mighty Pack Ages: 4+ | MSRP: $17.99

Little builders can make Jurassic creations with nine magnetic, dino saur-inspired quad pieces.

CAN I USE “MADE IN USA” ON MY PRODUCTS?

Before you do, ensure you are familiar with the legal standard.

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

To a toy company, saying “Made in USA” could be the deciding factor for consumers when it comes to buying products. After all, there’s been a recent focus on supporting U.S. businesses and workers by buying American-made products. Seeing that label can signify trust and make consumers feel like purchasing that particular product is a patriotic choice.

However, before adding a “Made in USA” label to your product or packaging, it’s important to know whether you’re legally permitted to do so. Otherwise, your company may get into trouble. The Federal Trade Commission (FTC), which is responsible for preventing deception and unfairness in the marketplace, codified the “Made in USA Labeling Rule” in 2021. Here’s a simplified overview (more detailed information can be found on the FTC website):

• An unqualified “Made in USA” claim means “all or virtually all” of the product must be made in the U.S. So, the components are made and sourced in the U.S., significant processing occurs in the U.S., and final assembly or processing of the product also occurs in the U.S. An unqualified claim is a high bar to meet, especially for toys which typically rely on foreign components, so using a qualified claim may be a safer option.

• You can make a qualified claim when you can’t meet the standards of an unqualified claim. In this case, you’d have to clarify what contents or processes are tied to the U.S. Examples may include “Assembled in U.S. from components sourced in China,” “50% U.S. content,” and so on.

If you’re thinking the standard seems a bit ambiguous, you’re not alone. Since there is no specific benchmark, each product must be determined on a case-bycase basis.

only consider using “Made in USA” labeling after you and your team do a thorough analysis of your toy or product and understand whether it meets the criteria provided by the FTC and other applicable rules.”

Keep in mind that your claims must be truthful, and you must be able to substantiate them if necessary. Otherwise, you may face legal consequences, such as lawsuits and fines, and risk damaging your company’s reputation. For toy

companies, especially, reputation is key because parents not only want to ensure their kids are playing with safe toys, but they also want to make sure those companies are trustworthy.

While the FTC primarily governs any “Made in USA” claims, some states (like California, for example) also have regulations that might apply, so do your homework before making any decisions about labeling.

You should only consider using “Made in USA” labeling after you and your team do a thorough analysis of your toy or product and understand whether it meets the criteria provided by the FTC and other applicable rules.

Remember: Running a business can be challenging to begin with — don’t let the legal stuff blindside you. Engaging professionals with experience in this area can be helpful.

Stay safe and stay legal! 

* 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 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.

WELCOME BACK!

If you’ve been in the industry for a while, your eyes do not deceive you. That’s right, you are looking at The Licensing Book, back in print for the first time since 2018, now as a dedicated section of The Toy Book.

The Licensing Book predates The Toy Book by a year, launching in 1983 and running continuously until taking an eight-year rest. At the time, the industry was changing, and our team at Adventure Media & Events shifted its licensing focus to the consumer side of the business, launching The Pop Insider (a companion to The Toy Insider), which is still going strong and growing in 2026 as the only publication exclusively dedicated to licensed merchandise and collectibles for adult enthusiasts.

But the industry never forgot The Licensing Book, and amid The Toy Book’s growth in recent years, “When will you bring back The Licensing Book?” has become a recurring question. Now is that time.

We have big plans for the future, so consider this a taste of things to come as you explore the following pages, packed with new licensed products, insights from toy-adjacent players, and a little trip down memory lane brought to you by Playmates Toys as it kicks off its 60th anniversary celebration with a legacy of great toys, many built on licensing.

If there’s something you’d like to see in The Licensing Book, please let me know. This is where we’ll cover the properties that go “From Ideas to Icons.” 

— JAMES ZAHN, Editor-in-Chief The Licensing Book james@toybook.com

PINK CARPET STYLE: VIKTOR&ROLF x DISNEY COLLECTOR

A famed Disney Princess is going high fashion with the limited-edition Viktor&Rolf x Disney Collector Cinderella Doll. The collaboration between three iconic brands made its debut during Paris Fashion Week at Musée des Arts Décoratifs last month.

“Our bold collaborations with leading brands continue to push the boundaries of Disney’s storytelling in fresh, culturally relevant ways,” said Paul Gitter, Executive Vice President of Global Brand Commercialization, Disney Consumer Products. “This unique partnership with Viktor&Rolf and Mattel fuses contemporary fashion, art, and nostalgia to create an elevated, one-of-a-kind collectible — re-imagining the essence of Disney Princesses through a modern, fashion-forward lens.”

The doll is available exclusively via Mattel Creations and ships this spring. 

SEGA CELEBRATES 35 YEARS OF THE BLUE BLUR

Sonic the Hedgehog is entering a milestone year as SEGA celebrates the character’s 35th anniversary. Since debuting in 1991, the brand has expanded beyond video games into film, television, music, and consumer products. SEGA plans a yearlong slate of programs including digital content, community events, retail and brand partnerships, merchandise, museum pop-ups, art exhibits, concerts, and a narrative podcast.

“This milestone is not just a reflection of our past, but also a look toward the future,” said Marcella Churchill, Vice President of SEGA/ATLUS Brand Marketing at SEGA of America. “We want to bring our community together and create memorable experiences for all our fans throughout 2026!” 

“I came. I saw. I left early.” — Cinderella | Source: Mattel

Gotta go fast! | Source: SEGA

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.

by JAMES ZAHN, Editor-in-Chief

Born to Play, the company behind The Original Super Dough, Nano Art, and Taba World, is betting that creator-led product development and domestic manufacturing can move faster together than the traditional toy production cycle. Founded in late 2024 by industry vet Daniel Delapa, the company quickly built momentum across content, toys, and retail — with Blippi creator Stevin John onboard as Chief Content Officer and Partner — and is now expanding its U.S. manufacturing footprint.

According to Delapa, the company’s New York-based factory has become a strategic engine for speed and supply chain resilience. “Our New York manufacturing facility has been an incredible journey; we are consistently growing 25% month-over-month, and have a completely vertical manufacturing stack,” he says. “We are producing our own plastic, converting and making our own product, packaging, and shipping both domestically and internationally.”

“Speedto marketis important, but knowing your audience and communityis equallyimportant.” — Danieldelapa, bornto play

That vertical stack includes U.S.based 3D printing capacity that enables rapid product iteration and short-run production, allowing the company to react to trends in real time. The model also gives Born to Play optionality in sourcing and pricing, a pressure point for many emerging companies navigating post-pandemic supply and logistics volatility.

Content and audience data remain core to Born to Play’s positioning. “At Born to Play, we focus on being on the cutting edge of trends and technology,” Delapa says. “With our content studio, we are constantly testing play patterns through our audience and influencer network and continue to leverage that model into 2026 and beyond.”

Retail partners have leaned into the model. Delapa notes that the company’s launch year was challenging but yielded big wins. “As a company founded at the tail end of 2024, we faced the full year

of challenges, and our ability to globally source enabled our growth, ramping up domestic manufacturing in key toy categories,” he says. By positioning as an insights-driven brand with manufacturing flexibility, Delapa says Born to Play has become a “go-to resource” for retailers and distributors looking “to drive incremental growth on emerging trends at unbeatable prices.”

Balancing that creator DNA with the realities of manufacturing, retail timelines, and pricing has been a key learning curve. “At our core, we are creators with toys as our passion and platform to express that,” Delapa says. “Speed to market is important, but knowing your audience and community is equally important. Balancing the two, we believe, is what has led to our rapid success.”

The company’s licensing and distribution strategies are evolving alongside product and content. “We start our development process with the audience (the consumer) in mind,” Delapa says, noting that Born to Play develops “tiered ranges that complement the channels of distribution we put our products through.”

Looking ahead, Born to Play is planning long-form animation, community-led brands tied to its 3D printing lines, robotics and automation initiatives, expanded U.S. and international manufac-

turing, and new category launches. “We have an incredibly exciting year ahead, packed with major objectives for each of our business verticals,” Delapa says. For retailers looking to get in on the action, Born to Play has opened a permanent showroom at The Toy Building in El Segundo, California, securing its space at The Toy Association’s purpose-built West Coast home. Buyers can visit Suite No. 1104 during the LA Spring and Fall Previews to discover the company’s latest product offerings. 

BORN TO PLAY

Stack Mates

Ages: 6+ | MSRP: $7.99

Available: Fall 2026

Stack Mates are 3D-printed collectible characters that are fun alone but better together. Each features a stackable design and includes accessories such as a battle flag, a base, and wearable gear.

Born to Play’s Stevin John (left) and Daniel Delapa (right) with Walgreens Senior Category Manager Eunice Park. Top right: Stack Mates are made in New York. All photos courtesy Born to Play

One of the biggest stories of the past year wasn’t tariffs or economic uncertainty — it was the explosive growth of a category typically tucked deep within the tracking realm of Explorative & Other Toys: Trading Cards.

Heading into the holiday season, sales of trading cards spiked 45%, according to Circana, while Target hailed the category as its next billion-dollar business. While sports cards continue to make up a majority of the segment, several companies, including Upper Deck, are launching trading card games (TCGs) inspired by beloved entertainment brands.

The Toy Book sat down with Upper Deck President Jason Masherah to discuss the growth in trading cards and how his company continues to innovate in the space.

The Toy Book: Trading cards were one of the biggest drivers of growth in the industry last year. What were some of Upper Deck’s most popular products?

Jason Masherah: There are a few that stick out to me when we look at our different brands. I think the biggest surprise for everybody was the Halo Legacy Collection. It was the first comprehensive Halo product in close to 20 years. Obviously, there are also the Upper Deck flagship hockey brands, including Series One, Series Two, and an extended release. Additionally, there are always the highly anticipated Young Gun Rookie cards that people look forward to every year. Then, a couple of our initial DC products came out this year. Fleer Brilliants Superman was released shortly after the movie’s release, at a very affordable price point. We introduced two SKUs, one at $30 and one at $50, which goes counter to the price escalation due to cost and the heat of the industry this year. And then, Skybox Metal Universe Batman, which was heavily anticipated as part of our DC portfolio, has done very well. The last one I’ll mention is a product that we’re very proud of that came out over the summer called World of Sports, which is a very diverse sports product based on collegiate athletes, in particular underrepresented sports and female athletes that represented all sports, gymnastics, swimming, track and field, as well as basketball and football and some of the main core sports. But that was one we were really proud of as well.

TB: What is the breakdown across hobby shops, specialty toy and game stores, and mass retail?

JM: We typically don’t get into the official numbers, but I will say that over the last 10 years, since we started seeing growth in 2015, all channels have grown in tandem …which is great. You always worry about the different channels cannibalizing each other; we haven’t seen that.

TB: How does Upper Deck support independent retailers?

JM: One thing that we launched way back in 2010 is the CDD program: Certified Diamond Dealers. It really supports the brick-and-mortar stores, particularly the mom-and-pop shops dedicated to the Upper Deck brand and the trading card market. We’re

the only company that sells exclusively to brick-and-mortar stores, and it’s been a phenomenal program that has allowed independent trading card and collectible stores to thrive, knowing that they have the backing of Upper Deck to support and protect them. In 2017, we launched one of our biggest initiatives, the Co-op Program, which matches funds for store improvements, website enhancements, and the opening of second, third, fourth, or fifth stores. For retailers looking to open additional stores, we’re here to help fund those projects.

TB: What advice could you give to indie toy stores that are look ing to get into trading cards?

JM: As the market’s gotten hot, we’ve had a lot of interest in the category. I think the key is that an indie toy store needs to demonstrate a genuine interest in and commitment to the category in order to be considered for opening as a Certified Diamond Dealer. The issue we’ve seen in the industry historically is that people want to dip their toe in, but they don’t understand the industry’s dynamics. They don’t understand all the product releases from various manufacturers. They really need to go all in, or I would say stay on the sideline. It is a complicated industry because some products go up in value, some go down in value, some are worth keeping on the shelf for a long period of time, and some of them, you want to move quickly, and if you really want to be in the industry, you really need to know the different dynamics to be successful.

TB: Why do you think that the trading card space continues to grow amid uncertainty?

I think there are a lot of things. First, it’s fun to open up a pack of cards. It

just is. It’s an experience that has now been replicated by many different parts of our industry. You see toys that are now blind packaged. You see magazines and comic books that are blind packages. The trading card industry is a lot of fun, especially with the joy of opening a pack. Most people who are introduced to trading cards are introduced by somebody in their family or a friend. It’s a very social activity, collecting and trading cards, by the nature of the name. Gen X and Millennials have all returned to the industry over the last several years, recalling what it was like to collect as children. Now that they have disposable income, they can purchase some of the cards and products they couldn’t afford when they were kids. I think that’s been the biggest driver. And quite frankly, when you talk about economics, politics, things of that nature, our industry is one that allows you to kind of escape all that stuff and just immerse yourself and enjoy collecting.

TB: What makes Upper Deck a unique company?

JM: Upper Deck has always been built upon three core tenets: quality,

Upper Deck’s World of Sports highlights college athletes across the country. | Source: Upper Deck

Halo Legacy Collection is the first trading card lineup for the video game in nearly 20 years. | Source: Upper Deck

innovation, and authenticity. Those distinguish us in the industry. We’re the leading innovator in the space. We still make the best collectibles in the industry, whether we’re talking about trading cards, memorabilia, or games. Then, authenticity is about ensuring that we’re authentic in everything we do, whether it’s our game design, trading cards, or the autographs and the pieces of screen-worn or game-used memorabilia. We have a patented five-step process to authenticate these items. Authenticity is the heartbeat of everything we do. And just those three things separate us from everybody else.

TB: Upper Deck has recently collaborated with DC, Game of Thrones, Neopets, and more. What does the design process look like when you’re working with entertainment brands and IP?

JM: First and foremost, it’s important for us to have subject matter experts here on staff who really understand the brand and can create products that feel like they’re connected to the brand. Whenever we’re dealing with the entertainment side of the business, it’s blending what’s important to card or game consumers with the brand itself, the Upper Deck brands, and the family of brands that’s very important to the consumer. They have certain looks and designs that people expect, as well as content card inserts in the product that they expect. Sometimes they don’t match thematically with the entertainment property, but you need to blend both together and provide the collector with a seamless environment. We’ll put together the best product we think possible, and then we present it to the IP holders or licensors who own it. Then, there’s usually a lot of conversation around the product and how it was built. It is very collaborative.

TB: How does your sports trading card business compare to the nonsports trading cards?

JM: Sports is what the category is known for, and sports has always been the biggest segment in the industry. However, the entertainment side of the business has grown substantially over the last decade, largely due to Upper Deck’s focus on the entertainment trading card segment. It’s interesting that if you go back to the 1990s, there was a lot of overproduction, and many shops got burned. They bought some of those entertainment products, and when the market crashed, they got stuck with a lot of that stuff. Many people

kept those scars and those memories over time. It’s taken a long time to rebuild. We’ve been the leader in the “entertainment sports” or the “entertainment trading card” market for the last decade, and you’ve seen it grow to the point where all the other companies are now interested. Everybody’s bidding on licenses, which is really exciting to see. We continue to add more licenses and release new, innovative products, and we see that the market continues to grow. I’m not sure it will ever rival sports, but we expect it to continue growing and expanding the market as we move forward.

TB: What does 2026 look like for Upper Deck?

JM: We’ve navigated the tariffs pretty well. It did create some challenges, especially in international markets. At some point, some of the orders dropped to zero for a brief period while they were getting hit with the tariffs. However, despite all that, the market has remained steady and continues to grow as interest in our category increases over time. So 2026 looks like another good year for Upper Deck. 

Interview edited for clarity and length.

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.

Upper Deck combined NHL players with DC superheroes in a unique crossover. | Source: Upper Deck

Fleer Brilliants Superman released with the movie last July. Source: Upper Deck

THE HOBBY (TRADING CARDS & ACCESSORIES)

WIZARDS OF THE COAST

Magic: The Gathering

Teenage Mutant Ninja Turtles

Ages: 13+ | MSRP: $49.99+

Available: March 2026

Leonardo, Raphael, Donatello, and Michelangelo are joining the world of Magic: The Gathering. The collaboration comes in booster packs, game boxes, and more.

Pokémon Trading Card Game

Pokémon Day 2026 Collection

Ages: 6+ | MSRP: $14.99

Fans can celebrate Pokémon Day with this set, which includes a foil promo card featuring Pikachu with a Pokémon Day stamp, a metallic coin with a commemorative logo, and three Pokémon TCG booster packs.

TOPPS

2026 Topps Baseball

Series 1 Hobby Box | MSRP: $99.99

This series kicks off a year-long celebration of the 75th Anniversary of Topps Baseball, honoring a legendary name in trading cards. Each box contains 20 packs, each with 12 cards. Fans can collect the 350-card base set and look for a wide range of themed inserts and parallels, including Autograph and Relic cards.

Source: Wizards of the Coast

IRA FRIEDMAN ENTERPRISES

Craniacs Series 3 Skullblam

Hobby Box Trading Card Display

Ages: 6+ | MSRP: $95.99

From creators Joe Simko and Ira Friedman comes Craniacs. There are more than 100 base cards to collect, plus exclusive Hobby Box Styro-Glyphics and extra-special insert cards to discover. Each box includes 24 packs.

PANINI AMERICA

2025-26 Prizm FIFA Soccer Trading Cards

Available: March 2026

This collection of Prizm trading cards has a 300-card base set featuring players from more than 25 soccer clubs worldwide.

CARDSMITHS

Currency Series 5 | MSRP: $34.99-109.99

The fifth installment of this trading card series includes are from economics and currencies from around the world. Collectors can also find cryptocurrency redemption cards, including five 1 Bitcoin cards.

PANINI AMERICA

2025 Prospect Edition Baseball Trading Cards

Available: March 2026

PANINI AMERICA

2024-25 Ohio State University NIL Trading Cards

Collectors can find athletes from Men’s and Women’s sports programs in this trading card collection. It includes unique Prizm insets, parallels, and more.

ULTRA PRO INTERNATIONAL

This collection of trading cards includes an average of four autographs per box from up-and-coming players in baseball.

Patchcraft Zippered 9-Pocket Pro-Binder | Ages: 13+ | MSRP: $39.99

Collectors can store their trading cards in this Patchcraft binder, which can be decorated using hook-and-loop patches. The binder holds 360 standard-size cards and comes with two exclusive patches.

Patchcraft Card Pocket | Ages: 13+ | MSRP: $9.99

These card sleeves hold one standard-size card and can be attached to other Patchcraft accessories.

Patchcraft Alcove Flip Deck Box | Ages: 13+ | MSRP: $30.99

This deck box holds up to 100 double-sleeved cards and has a magnetic closure. Fans can customize the deck box with compatible patches.

PANINI AMERICA

2025 Donruss Optic NFL Trading Cards

This NFL trading card lineup features four cards per pack, including Justin Jefferson, Aaron Rodgers, Cam Skattebo, and more.

THE HOBBY

UPPER DECK

Legendary DC | Ages: 14+

Available: Summer 2026

In this spin on the Legendary deck-building game, players take on the role of DC superheroes who work together to thwart Mastermind villains and their associated threats.

PANINI AMERICA

2025 Select Racing Trading Cards

This set of racing trading cards features a three-tier base set and colorful parallels, including an ultra-rare Zebra parallel exclusive to hobby boxes.

KAYOU

Naruto Smriti Collectible Cards — Heaven Scroll Edition Ages: 8+ | MSRP: $3.99 per pack

These cards revisit the series’ early storylines, featuring rare paired scenes that form ukiyo-e-style battle tableaux and stained-glass compositions, finished with foil and gold accents across multiple rarity levels, including a U.S. exclusive card.

ESM

Star Card Surprise | MSRP: $14.99 each

These trading card packs feature base cards, short prints, insert cards, and more from various sports, including football, baseball, basketball, and hockey. Packs feature cards from one team and can be customized based on retailer requests.

Word From the President POTUS 2025 Edition | MSRP: $99

This collection of trading cards features all 45 U.S. presidents. Every card includes a relic from the White House, a U.S. Mint presidential commemorative coin, a written word from that president, or a president’s signature.

RAVENSBURGER

Disney Lorcana TCG: Winterspell MSRP: $5.99-49.99

This wintry expansion adds more than 200 new cards to the game, including glimmers from Pocahontas, Darkwing Duck, and more. Grab them as individual booster packs or bundled in various gift sets.

THE POKÉMON COMPANY INTERNATIONAL

Pokémon Trading Card Game Mega Evolution

Ascended Heroes Elite Trainer Box

Ages: 6+ | MSRP: $49.99

This Elite Trainer Box introduces new cards, including Mega Dragonite Ex and Trainer’s Pokémon, and new illustrations.

UPPER DECK

Batman: The Animated Series Trading Card Set Ages: 14+ | Available: Spring 2026

This 90-card trading card set features ’90s artwork, autographed cards, foiled insets, and more featuring Batman and other iconic characters from Batman: The Animated Series

SPORTSCARDS.COM

Jersey Fusion Legendary Collection | MSRP: $125

This trading card series features greats from baseball, football, and more. Each Fusion is Slabbed or Graded by Beckett and contains an original trading card with a game-used relic or autograph.

CLUB LEGACYZ

Icons Football Cards 2nd Edition | MSRP: $39

This collection of soccer trading cards features designs from the players themselves and offers a chance to find signed

UPPER DECK

Fleer Ultra Superman

Ages: 14+

Available: Summer 2026

Fans can expand their Superman trading card collection with this set, which features a 100-card base set with serial-numbered parallels, medallions, original art sketch cards, and more.

PANINI AMERICA

2025 Prizm NFL Trading Cards

This collection of Prizm trading cards features 12 cards per pack and includes players such as Travis Hunter, Patrick Mahomes, and Isaac TeSlaa.

XYRENA

Stubz Air Freshner Trading Cards | MSRP: $12

These patent-pending air freshener trading cards each feature a scent curated to reflect the property. Fans can collect Reel Fresh and Fresh Faces Cards spanning more than a dozen licensors, including Full Moon Features, Universal Products & Experiences, and Legendary Entertainment. The graded-style top-back portion of each card includes a QR code to unlock bonus content.

THE HOBBY

MATTEL

UNO Elite Formula 1 2025 Core Edition Starter Pack and UNO Elite Formula 1 2025 Core Edition Booster Set | Ages: 7+ | MSRP: $6.47-16.19

Players assemble their desired F1 team, follow standard UNO rules by matching colors or numbers, and play cards with Elite Icons to put their drivers in the race. Race fans can expand the game with the Booster Set, which includes 10 cards, eight base cards, and two foil cards.

PANINI AMERICA

2025 Prizm WNBA Trading Cards

Available: March 2026

This year’s Prizm WNBA lineup includes short print run Color Blasts of fan-favorite players.

PANINI AMERICA

2025-26 Donruss Road to the World Cup FIFA World Cup 2026

Available: March 2026

Donruss’ collection of FIFA World Cup trading cards includes 50 Rated Rookies, Opti-Chrome, and base parallels, and more.

PANINI AMERICA

2025 Panini

University of Texas NIL Trading Card Box

MSRP: $100

This box of trading cards features athletes from the University of Texas playing football, softball, basketball, and more. Each box has six packs of six cards.

PANINI AMERICA

2025 Select NFL Trading Cards

This trading card collection features 500 base cards, including autograph, memorabilia, Prizm Parallels, inserts, and more.

ULTRA PRO INTERNATIONAL

Showcase Vault

Ages: 13+ | MSRP: $71.99

Fans can store their graded trading cards in this vault, which holds up to 75 graded slabs and has dedicated tablet and tracking device pockets.

ORANGE CAP GAMES

Vibes: Enter The Huddle Japanese Edition by Pudgy Penguins MSRP: $144

Combining premium, collector-grade production with accessible gameplay and strategic depth, Vibes, now in its third series, is a trading card game designed to be welcoming while rewarding mastery.

ACD DISTRIBUTION

CookieRun TCG Booster Displays Ages: 6+ | MSRP: $111.72

Devsisters’ CookieRun Braverse Trading Card Game expands with three new series, each available in retail Booster Displays of 28 packs, each with 9 cards per pack. CookieRun TCG: Age of Heroes & Kingdoms (DVT02002) and CookieRun TCG: Arena of Glory (DVT02003) are available now. CookieRun TCG: A Game of Truth and Deceit (DVT02002) hits the streets on March 27, 2026.

Anew leader has taken the helm as CEO at Entertainment Earth.

John Louie is an industry veteran with more than 25 years of experience in consumer products and licensing, spanning roles at Warner Bros., Mattel, and The Walt Disney Co., and, most recently, Funko. Throughout his career, he’s seen fandom evolve.

“I have been fortunate to be around powerful brands and consumer products throughout my career,” Louie says. “Along the way, I’ve been through a variety of roles across different companies that have helped me build new skills and establish some wonderful relationships. That’s brought me to Entertainment Earth, which is the perfect confluence of all of these things together.”

Louie enters the company as it celebrates its milestone 30th anniversary. On April 1, 1996, brothers Aaron and Jason Labowitz flipped the switch on an e-commerce website sparked by Kenner’s relaunch of Star Wars at retail. Despite the date, the business they built is no joke.

“It is an exciting time for the company and industry,” Louie says. “I’ve been familiar with Entertainment Earth for quite a while, both as a fan and on the business side. I know that our roots have been in celebrating and promoting fandom, which is its strong foundation. Early on, I still feel like there’s room for further growth and opportunity by

celebrating fans and fandoms. So much has changed in the past 30 years: the way that fandoms have evolved, the way that we receive and ingest content, and the way we buy and express our passions. I think Entertainment Earth remains poised to be at the forefront of that fandom evolution, and I’m excited to help us lead into this new era.”

Entertainment Earth is celebrating 30 years in the industry with a two-pronged approach that honors both fans and partners. The company is cracking open its vault to give away some of the most iconic Entertainment Earth-exclusive merchan-

dise from the past, including many items that are now holy grail finds for collectors. On the B2B side, Entertainment Earth’s EE Distribution arm is launching a new award program for its retail partners, recognizing the best stores in the West, Midwest, South, and Northeast, as well as the best new brick-and-mortar stores, online shops, and its oldest partners.

“Our retail, manufacturing, and vendor partners are so important and integral to Entertainment Earth’s success and continued growth,” Louie says. “This 30th anniversary is a prime opportunity for us to reinforce those partnerships across the entire industry.”

As the company heads into the anniversary year, it’s also expanding into the B2B trading card space. Trading cards have been a hot category in the past few years, with growth even during times of economic uncertainty.

“We’ve started tapping into trading cards, particularly with a great relationship with Pokémon,” Louie explains. “We’ve seen that services not only an important fandom, but also a lot of the retail partners that we already service by helping them expand their customer base, and get to more fans in a deeper way. We are strategically looking to add some partners to build that out. I think there’s more opportunity here.”

Retailers can soon look to EE Distribution for new products from Topps, Kayou, and others.

This year’s massive entertainment slate powers plenty of options across the company’s core collectibles business, including products timed to the biggest streaming and theatrical releases.

Above: Entertainment Earth CEO John Louie

Left: The exclusive Pop! One Piece Monkey D. Luffy with Flag vinyl from Funko. All photos: Entertainment Earth

“What an embarrassment of riches this year,” says Elizabeth Ing, Director of Marketing at Entertainment Earth. “We’re starting with Maul: Shadow Lord, then going into The Mandalorian & Grogu. We’re also going to have Spider-Man: Brand New Day and Avengers: Doomsday. Masters of the Universe is also this year. We have the live-action One Piece season two. There’s just so much. I really feel there’s so much to be excited about this year as a fan.”

Appropriately tying back to Entertainment Earth’s roots, Lucasfilm’s Star Wars: The Mandalorian & Grogu, in particular, has an expansive licensing program packed with toys, collectibles, and other products for all ages.

“Disney’s done a wonderful job with the Star Wars franchise, taking care to make sure that it respects and honors the original fans as well as reaches and resonates with new consumers,” Louie says. “That’s a very, very difficult thing to balance, especially experimenting with different media platforms. But we are really ex-

cited for the next stages of Star Wars, and the content we’ve seen so far in the trailers, along with what we’ve been able to see behind the curtain, has made us salivate.”

Entertainment Earth is sharing all the details on its plans for this year at its new location at Toy Fair New York, Booth No. 675 on the main floor.

“I love that convention,” Louie says. “I love the opportunity to meet all of our partners face-to-face. There’s only so much that [a] Zoom [call] can do. I think for us, figuring out what our friends and fans and partners are excited about and listening to that more carefully will help us be better partners to them.”

The collector marketplace looks nothing like it did in 1996, yet the fundamentals remain: fandom drives the business, retail powers the channel, and entertainment keeps the machine fed. With Louie at the helm and a milestone year ahead, Entertainment Earth is leaning in and betting that the next era of growth belongs to the companies that treat fandom as both culture and commerce. 

FOUNDED: 1996

Born in the dial-up era, Entertainment Earth is an e-commerce pioneer, selling toys online before Amazon, Target, Toys “R” Us, and Walmart.

Entertainment Earth is known for its Mint Condition Guarantee, Risk Free Shopping, Hassle Free 90-Day Returns, Low-Price Guarantee, and extensive preorder system.

EE Distribution, a division of Entertainment Earth, is a one-stop wholesale distributor serving independent specialty retailers. The company stocks thousands of toys, games, collectibles, trading cards, and gift items from hundreds of manufacturers. With low minimum order requirements and expert sales reps, EE Distribution has the tools to help retailers succeed and grow their businesses.

• Low $250 minimum first order.

• Volume discounts.

• Personalized onboarding.

• Official distributor for major brands.

• Exclusive merchandise.

Email: sales@eedistribution.com Call: 1-818-255-0095

Entertainment Earth exclusives from One Piece (Loungefly), Star Wars (Hasbro), and Fallout (Youtooz)

THE ACTION AISLE

MOOSE TOYS

YUME TOYS

Star Wars Balloon Series Cosbi Collection by Hot Toys Ages: 12+

These 3.5- to 4.5-inch mystery-box Cosbi figures depict Star Wars characters holding story-inspired balloons, combining stylized design with playful visual humor.

One Piece 6-inch Action Figures | Ages: 4+ MSRP: $19.99 | Available: March 2026

These premium action figures feature detailed sculpts, more than 20 points of articulation, and character-specific weapons and accessories. The lineup features Captain Monkey D. Luffy, Roronoa Zoro, Tony Tony Chopper (pictured), and the

BONKERS TOYS

HASBRO

PrestonPlayz Pleb Slayer Sword | Ages: 3+ MSRP: $21.99 | Available: Fall 2026

This 16-inch, foam-encased plastic sword features light-up effects for action role-play inspired by YouTuber PrestonPlayz’s gameplay.

G.I. Joe Classified Series No. 191 Cobra-La Royal Guard | Ages: 4+ | MSRP: $42.99 Available: Spring 2026

The Cobra-La Royal Guard comes ready to defend Pythona (sold separately), with multiple points of articulation for high poseability. This 6-inch scale action figure comes with 12 character-inspired accessory pieces, including wings, helmeted and unmasked alternate heads, a spear, removable shoulder armor, swapable bioorganic arm blade gauntlets, a sword, and a removable softgoods cape.

PLAYMOBIL

Robot Hero Ages: 4+ | MSRP: $6.99

This figure features a de tachable arm launcher, articulated limbs, and detailed accessories.

Source: Hasbro

MGA ENTERTAINMENT

Armorsaurs Armor-Up Dinosaur — Ajax Ages: 4+ | MSRP: $44.99 | Available: Spring 2026

Kids can customize Ajax, seen here, with seven armor pieces and a pilot flight pod, then push its tail to let out a ferocious roar with puppeteering action. All Armor-Up Dinosaurs (each sold separately) are fully articulated with and without armor.

NACELLE

PMI

UFC Action Figures Series 2

Ages: 8+ | MSRP: $15.97

These 5.5-inch figures come packaged in a premium display-ready UFC-branded window box. Kids and collectors can look forward to two accessories and seven points of articulation for a realistic and authentic re-creation of dynamic fighting.

Star Trek Wave Two, Captain James T. Kirk Action Figure Ages: 14+ | MSRP: $28.99 Available: Q3 2026

Inspired by Captain Kirk’s out-of-time experience in Star Trek: Genera tions, this 1:10-scale articu lated figure comes complete with all the elements of his time in the mysterious Nex us: an axe and stump, a pair of eggs and a jar of dill weed, and a trusty horse.

SUPER7

TigerSharks ULTIMATES! Wave 1

Ages: 14+ | MSRP: $65

These 7-inch scale figures honor the 1987 animated series TigerSharks, offering collectors highly detailed, articulated figures of Mako, Octavia, and T-Ray, along with character-specific accessories. The Super Pack includes alternate heads.

MCFARLANE TOYS

McFarlane SportPicks

NHL Vinyl Mascots

Ages: 8+ | MSRP: $29.99

These 8-inch posed figures depict the spirited mascots of the NHL’s top teams. Wave 1 includes Gritty (pictured), S.J. Sharkie, Tommy Hawk, Chance, and more.

JADA TOYS

Street Fighter Action Figures

Ages: 13+ | MSRP: $30-35

Collectible action figures capture classic fighters with game-accurate sculpts, premium articulation, and interchangeable parts, enabling signature move poses, dynamic battle scenes, and display-focused play inspired by the iconic arcade franchise.

THE ACTION AISLE

MOOSE TOYS

MrBeast Lab — Mega Tech Mutators | Ages: 5+ MSRP: $24.99 | Available: September 2026

Nine-inch Mega Tech Mutators combine plush textures with articulated figure play. Kids activate Panthar, Silverbyte, or Necroclaw by adding Mega Serum to the package, then stage large-scale battles and creature action. Select figures appear as ultra-rare variants.

PMI KIDS’ WORLD

Fuggler Series 2

Farting Figures

Ages: 6+ | MSRP: $7.97

Available: March 2026

The “funny ugly monsters” expand their ranks with more mischievous characters featuring unsettling designs, licensed designs, and motion-activated sound effects triggered by proximity.

SPIN MASTER

Hybrid Hatchers

Ages: 5+ | MSRP: $14.99

Available: Spring 2026

Interactive hatching play lets kids scan, mix, and inject DNA into an egg, triggering a gooey reveal that uncovers a surprise hybrid dinosaur figure for hands-on, science-inspired play.

JADA TOYS

Invincible Wave 1 Action Figures

Ages: 13+ | MSRP: $30

These 6-inch action figures based on Prime Video’s Invincible animated series feature detailed sculpts, signature costumes, and premium articulation. Collectors can pose Invincible (pictured), Conquest, and Kid Omni-Man for aerial movement, combat scenes, and dramatic faceoffs using swappable heads, alternate hands, and energy effect pieces.

HASBRO

Star Wars Actionverse Darth Vader

Ages: 4+ | MSRP: $10.99 | Available: Early 2026

Embrace the Dark Side with this 4.5-inch version of the legendary Sith Lord. This iconic villain features multiple points of articulation, themed accessories, and a storage rack.

THE ACTION AISLE

PLAYMOBIL

Astronaut

Ages: 4+ | MSRP: $5.99

Available: March 2026

The astronaut figure features a spacesuit, star blaster, and glow-in-the-dark bracelet, perfect

HASBRO

9 TO 5 WARRIORS

9 to 5 Warriors Wave 2 Ages: 15+ | MSRP: $29.99-34.99

Retro-style action figures turn office supplies and leftover food into articulated heroes and villains. Wave 2 adds new characters to the Water Cooler Commandos and Break Room Bandits, with 3.5- to 5.25-inch figures and character-specific accessories for desk-scale battles and cartoon-inspired play.

YUME

Solo Levelling Hero Box | Ages: 12+

Anime fans can collect Sung Jinwoo variants, Cha Hae-In, and shadow characters, including Igris, Beru, Tusk, and Iron, then arrange scenes, trade duplicates, and build compact anime-inspired displays with these 2.5-inch blind box chibi figures.

NERF Shadowspeed Knight Sword

Ages 6+ | MSRP: $9.99

This 26-inch foam role-play sword features a soft blade and hilt. Its bright blue color encourages imaginative battle inside and outside.

MAJOR

SUPER IMPULSE

World’s Smallest Beyblade Ages: 8+ | MSRP: $7.99 | Available: Spring 2026

This miniature Beyblade set delivers authentic launch-and-battle play with layered construction, real spin mechanics, and shock-absorbing details, capturing defense-style performance in a compact, collectible format designed for on-the-go battles.

Big Rubber Guys Series 17 Hillbilly Jim Ages: 18+ | MSRP: $49.99

Inspired by the chunky rubber wrestling toys of the 1980s, Hillbilly Jim is crafted from premium rubber material, and features a stylized facial expression, exaggerated physique, and his classic look.

MOOSE TOYS

Goo Jit Zu King Frostbite Ages: 4+ | MSRP: $39.99

Available: July 2026

HASBRO

Transformers Prime Changers Optimus Prime Ages: 6+ | MSRP: $21.99

Available: Early 2026

The heroic Autobot leader, Optimus Prime, converts from robot to truck mode in 13 steps for handson play. Kids attach the blaster and Energon effect pieces, then pose the figure for action scenes, vehicle missions, and more.

Ten-inch King Frostbite combines stretchy Goo Jit Zu play with lights and sound effects. Kids trigger horn-pop action, launch projectile punches, and swap four included weapons — in cluding a 2-in-1 blaster — for high-im pact battles and creature showdowns.

PLAYMATES

Monsterverse 6-inch Action Figures Ages: 4+ | MSRP: $10.99

Available: Spring 2026

Monsterverse figures depict towering Titans with articulated limbs designed for creature combat and dynamic posing. Kids stage clashes between Scylla, with clawed arms and six crab-like legs, and Rodan, whose wide wings capture airborne attacks and high-speed movement drawn from the films.

THIN AIR BRANDS

Stinky Squad | Ages: 3+ | MSRP: $9.99

Kids can collect six stinky figures that come in “skunk fart” scent, packed in screw-top, stinkproof jars, delivering humorous surprises.

MATTEL

DC Batlink Batmobile Ages: 4+ | MSRP: $39.99

Available: Fall 2026

The 6.5-inch-scale Batmobile features a hood-activated BatLink bay with drone capabilities, projectile play, and compatibility with other figures and accessories from Mattel’s new DC collection.

BONKERS TOYS

Unspeakable Guu Hand

Ages: 3+ | MSRP: $21.99

Available: Fall 2026

This slap-activated foam hand triggers recognizable sounds with every hit or high-five. Kids swing, smack, and gesture to activate audio moments tied to Unspeakable’s on-screen antics, turning physical movement into reactive, sound-driven play using soft, durable foam.

YOU’RE NEVER TOO OLD TO PLAY

PMI KIDS’ WORLD

Naruto Shippuden Reanimation Capsule

Ages: 6+ | MSRP: $7.97 | Available: May 2026

Inside each coffin-shaped capsule is a mystery shinobi, resurrected by the power of Edo Tensei. There are eight figures to collect, each with a surprise accessory.

SCHLEICH

MiniMates | Ages: 3+ | MSRP: $5.99

Inside each mystery bag, collectors will find a surprise animal figure with a stylized, expressive face and a collectible flyer. The first wave features six characters: Bouncy-B, Grumbaa, Weepydo, Oinky, Ramrage, and Bubblymoo.

CONNETIX

CONNETIX PRO 70-Piece Constructor Set

Ages: 8+ | MSRP: $135

This magnetic tile set introduces SmartSpin pieces, which allow builders to rotate the magnet and to overlap, offset, and stagger tiles in all directions. It includes a variety of shapes in six colors.

MOOSE TOYS

Bluey Studio Collection Ages: 8+ | MSRP: $14.99

Bluey fans can collect their favorite characters as action figures, like Surprise Blaster

Bluey, Frozen Bandit, Dessert Bingo, Granny Muffin, Queen Chilli, and limited-edition Bingo, each with premium detailing and a collectible art card. Source:

THE LOYAL SUBJECTS

JEM & The Holograms Pizzazz Doll | Ages: 3+ MSRP: $34.99 | Available: Summer 2026

Pizzazz steals the spotlight with this 12-inch articulated doll, featuring 15 accessories, including her microphone, guitar, backstage pass, and more. She even sings The Misfits’ verse from the JEM & The Holograms theme song.

INNOV8 CREATIVE ACADEMY

MIIRO | Ages: 6+ | MSRP: $8.99

Available: Spring 2026

Miiro vinyl collectible figures use minimalist design to express emotion through color and form, pairing quiet storytelling with premium packaging and stackable display bases for adult collectors.

JUMBO GROUP

Wasgij — What Happens in Vegas! 1000-Piece Puzzle Ages: 12+ | MSRP: $19.99

In this puzzle, Granny Wasgij takes a getaway to the Las Vegas strip. The dazzling desert design features a variety of comical characters, from celebrity impersonators to tourists.

MGA ENTERTAINMENT

MGA’s Miniverse Make It Mini Spaces Greenhouse Ages: 8+ | MSRP: $22.99

Available: July 2026

The Miniverse experience just leveled up. Fans can build, customize, and showcase their favorite mini creations in new ways with Make It Mini Spaces. The Greenhouse connects to other sets, each sold separately.

PLAYMOBIL

Playmobil x Volkswagen T1 Camper Ages: 5+ | MSRP: $19.99

Kicking off Playmobil’s collector vehicle range, this classic cruiser features a retractable sunroof, a surfboard, and plenty of groovy details inspired by Volkswagen’s iconic ride.

THE LEGO GROUP

LEGO Botanicals Peace Lily

Ages: 18+ | MSRP: $49.99

Displayed in a peachcolored plant pot, this LEGO creation features a bundle of blooming peace lilies to add a touch of timeless tranquility to families’ homes.

ZURU

Fuggler Baby Pinkles

Ages: 1+ | MSRP: $3.99

Available: Spring 2026

This pint-sized plush series reimagines the beloved Fugglers as kooky collectible charms. The line features six pink patterns to collect, each with a clip to attach the accessory to bags, backpacks, belt loops, and more.

YOU’RE NEVER TOO OLD TO PLAY

Ages: 8+ | MSRP $399.99

Families can celebrate the magic of the holidays and 25 years of the Harry Potter films with this enchanting new edition of the iconic Hogwarts Express. Featuring snow-covered roof detailing and added window decorations, this festive version preserves the charm of the original while adding holiday details.

HORIZON GROUP USA

Teenage Mutant Ninja Turtles

Butter SlimyGloop

Ages: 3+ | MSRP: $8.99-9.99

This series features four character-clad jars, each with a squishy, scented slime. Dive into the sewers with Leonardo’s Kotton Candy Katana, Donatello’s Bo Staff Berry, Michelangelo’s Ninja Nunchuck Nachos, or Raphael’s Strawberry Sai.

HEADSTART INTERNATIONAL

Good Luck Trolls x Movie Icons

Collabs | Ages: 5+ | MSRP: $5

Available: Spring 2026

This range reimagines the classic Trolls in movie-inspired costumes, from blockbusters like Halloween II, Jurassic Park, Universal Monsters, Back to the Future, and Chucky.

GOUDA GAMES

Jam Slam | Ages: 10+ | MSRP: $14.97

Turn playlists into party games with this card game. On each card, players will find a coded message representing jams from the past and present. The first to guess the song title wins.

Transformers Studio Series More Than Meets The Eye Collection — The Transformers: The Movie Voyager Class Autobot Hot Rod | Ages: 8+ | MSRP: $42.99

Available: Spring 2026

Celebrate the 40th anniversary of The Transformers: The Movie with this articulated, 5.5-inch figure, complete with a fishing rod, beam sword, and shield. Display it as a robot or transform it into a car.

INNOV8 CREATIVE ACADEMY

Bad Date Bears | Ages: 6+

MSRP: $4.99-14.99 | Available: Spring 2026

This collection transforms modern dating red flags into collectible plush, blending humor and emotional wellness with bio cards that turn cringe-worthy moments into meaningful connections. Available in 4-inch clip-ons, and 8- and 12-inch plush.

MOOSE TOYS

MrBeast Lab Platinum Series Collector Figure | Ages: 5+ MSRP: $24.99 | Available: July 2026

Inside the partial surprise box, MrBeast fans will discover an articulated Berzerker Beast figure, complete with a mystery head sculpt, weapons, and a variety of armor accessories, with the chance to find an ultra-rare chase.

EDUCATIONAL INSIGHTS

Kanoodle Party Ages: 8+ | MSRP: $36.99 | Available: Spring 2026

Challenge friends and family to a Kanoodle face-off on this 15-inch board game, triple the size of the original Kanoodle. Race against each other, or work together to solve the tricky puzzles.

FUNKO

Bitty Pop! Bitty Box The X-Mansion Ages: 3+ | MSRP: $24.99

Inspired by classic Funko Pop! boxes, this acrylic display opens to reveal iconic rooms from the X-Mansion, like the grand foyer and the Cerebro Chamber, as well as Professor X and Wolverine figures.

SCHYLLING

NeeDoh Niceberg Swirl Ages: 3+ | MSRP: $12.99

These squishy sensory cubes supersize the classic NeeDoh NiceCubes into 3.25-inch Nicebergs. The stress toy is available in three marbled colorways and arrives in an ice-tray-style box.

SANTOKI

LEGO Time by IQHK Alarm Clock Minifigure Red Ages: 6+ | MSRP: $79.99

Available: August 2026

Build better sleep habits with this LEGO Minifigure alarm clock. The 9.5inch timepiece features poseable arms and legs, a night light, a touch-sensor snooze button, display options, and a built-in USB-C charging port.

TOMY

Pixelish Collection | Ages: 14+

MSRP: $24.99 | Available: Fall 2026

These pixelated plushies feature a weighted filling to hold gamers’ headsets, consoles, and other accessories. There are three cuddly characters to choose from: MooMoo, Chompy, and RiBBiT.

YOU’RE NEVER TOO OLD TO PLAY

BASIC FUN!

Arcade Classics WWE Supreme Series Arcade Game

Ages: 14+ | MSRP: $699

Families can relive classic games from the ring, including WWE WrestleFest, SuperStars, The Big Pro Wrestling!, Super Dodgeball, and Acrobatic Dog-Fight. The full-size cabinet features authentic graphics, controls, sounds, and more from the original games.

MAKE IT REAL

Swift Twist Bracelet Maker Ages: 8+ | MSRP: $14.99

With a simple click, this hand-held machine spins out colorful cord friendship bracelets ready to wear and share. When they run out of embroidery floss, kids can refill it with any of their favorite threads.

YUME TOYS

DZNR X Stranger Things | Ages: 12+ | MSRP: $14.98

Stranger Things fans can cuddle up with 7-inch plush pals inspired by their favorite characters from the series, like Eddie, Dustin, Vecna, and Eleven, each featuring DNZR’s signature split design.

BONKERS TOYS

Warrior Cats Collectible Charms Ages: 3+ | MSRP: $7.99

Available: Fall 2026

Turn everyday errands into Warrior Cats adventures with these bag charms. Each mystery keychain features one of six fan-favorite felines, complete with a colorful logo strap and a cat-shaped clip.

SKYROCKET

Sky Viper Vortex Drone | Ages: 12+ MSRP: $59.99

This drone zooms through the sky with a top speed of 40 miles per hour and performs gravity-defying loops, rolls, and other air stunts with the push of a button.

ZURU

Mini Brands Create Mini Masterpieces Series 1 Ages: 3+ | MSRP: $7.99 | Available: Spring 2026

Inside each mystery capsule, collectors will find two miniature versions of world-renowned works of art, two display frames, and an accessory. There are 50 masterpieces to collect, from Van Gogh’s Sunflowers to Da Vinci’s Mona Lisa.

ROSEART

Peanuts Pins 1000-Piece

Jigsaw Puzzle

Ages: 8+ | MSRP: $12.99

Piece together this puzzle to create a collage of collectible enamel pins inspired by Peanuts characters, such as Snoopy, Charlie Brown, Woodstock, Lucy, Linus, and more.

TOMY

Club Mocchi-Mocchi

Fallout 2026 Collection

Ages: 3+ | MSRP: $29.99

Available: Fall 2026

Soft, snuggly, and sincerely

S.P.E.C.I.A.L., this collection transforms iconic moments and motifs from the hit video game Fallout into adorable plush.

JAZWARES

Greenhouse Money Tree

Plush | Ages: 3+

MSRP: $49.99

No green thumb, no problem. This 48-inch plant plush always stays in bloom, with bright green fronds, a cream-colored pot, and an adorable embroidered face.

MOOSE TOYS

Fandrop Waves 2-5

Ages: 4+ | MSRP: $19.99

Available: AprilOctober 2026

Even more fierce Star Wars and Marvel faceoffs are coming to the collectible diorama series, including Darth Vader vs. Emperor Palpatine, Deadpool & Wolverine, Thor vs. Gladiator Hulk, and Mr. Fantastic vs. Silver Surfer.

RIDLEY’S GAMES

Adventures Seekers Bucket List

Puzzle | Ages: 12+ | MSRP: $24.99

This 1000-piece puzzle features 50 must-try adventures to add to travellers’ bucket lists, from scuba diving at the Great Barrier Reef to flying over the Grand Canyon.

JADA TOYS

1:64 Majorette Collection Series

Wave 1 | Ages: 14+ | MSRP: $7.99

These detailed collectible die-casts recreate iconic vehicles at the 1:64 scale. The first wave features six hot rods to collect, each packaged in its own clear showcase display.

PLAYMONSTER

Never Have I Ever — Love Island

Ages: 17+ | MSRP: $24.99

A hot new board game just entered the villa. This edition includes 250 scenarios inspired by Love Island, as well as six double-sided paddles for players to respond whether or not they’ve experienced them.

DESIGNING BEYOND THE ALGORITHM

Mondo Roque on creating toys in a shifting cultural and tech landscape.

by ASHLEY PELLETIER, Associate Editor

Amember of the industry for nearly 20 years, Armando “Mondo” Roque has designed toys for a diverse range of audiences, from fast food premiums to high-end collectibles.

Throughout his career, Roque has proven to be a mastermind at play, designing everything from 3.75-inch action figures to a massive, interactive BB-8 Droid that was released with the debut of Star Wars: The Force Awakens. In fact, his specialty in robo toys and his company name — Dreams of Robots — make him a standout in the industry.

“Mondo is a design force of nature, equal parts technical mastery and creative vision, ranging from cute to gross and everywhere in between, but especially robots,” says Josh Herbolsheimer, Vice President of Design at Super7.

To Roque, one of the most vital parts of the design process is the experience that a kid or collector gets out of a toy. A toy can look good standing on its own, but it needs more than just its appearance to be truly great.

“I approach everything with the mindset of being someone who wants to create an experience around a physical thing,” Roque says. “I’m more about what kind of memories I want to create around a thing or how I want people to interact and experience it. Part of that is the play aspect of what I’m creating. Whether it’s a big playset, or it’s something that’s meant for kids to experience and enjoy in a unique way, or if it’s something that an adult collector is really passionate about, like accuracy, colors, and having nods to things that they remember from their childhood, I try

to bring all those elements in to make sure that it’s not just about me.”

Roque has leveraged this desire to create an experience for kids and toy collectors to launch Dreams of Robots.

The company’s first big project, a new IP called Siege Fortress Iron Berserker, launched with a collector vinyl art toy that received full funding on Kickstarter.

Roque also continues to work with established companies, particularly Super7 and Spin Master. Roque worked on the Super Cyborg Batmobile, inspired by Tim Burton’s Batman (1989), for Super7 and last year’s DC Retro Collection action figures for Spin Master. Despite being from different companies, Roque designed the car and the action figures to be compatible within the same scale.

“[Super7’s] commitment to retro

Armando “Mondo” Roque has worked with Super7, Spin Master, The Nacelle Co., and other industry mainstays to craft storytelling-based toys for kids and adult collectors alike. Source: Crystal Velazquez @crysvotografie

properties and their willingness to explore unique formats like Super Cyborg create the perfect play ground for my imagination,” Roque says. “Projects like these let me blend nostalgia with my own style of intricate detail and storytelling, which is the perfect blend for an amazing collectible.”

With experience on both the design and managerial sides of the industry, Roque sees the rea soning behind industry trends from all angles. Coming out of a year of instability, he believes the industry is clinging to what it knows will do well.

“I am highly creative, but I do understand the big picture,” Roque explains. “In the industry right now, there’s a heavy emphasis on licensed toys. Those in the toy industry have witnessed numerous cycles of the same licensed toys entering and exiting the market. Sure, new kids are experiencing those, which is really great, but they tend to be repetitive or even identical to what kind of came before.”

Roque also acknowledges the influence of artificial intelligence (AI) within the industry as companies aim to cut costs.

“AI is definitely a hot-button topic right now, and it is a real concern for creative people,” Roque says. “I have known people from the industry who, unfortunately, have lost their jobs as toy designers to AI. It is a real threat, and that goes back to all those numbers that business people, less creative people, tend to focus on.”

While AI poses a real threat to designers at all levels, Roque also acknowledges that it provides some benefits through the tools it offers. For one, it has Roque focusing on the elements of toy design that AI can’t provide: the physical experience.

“It’s an amazing tool, there’s no doubt about that,” Roque says. “I try to own what AI can’t do. I focus on other things like utilizing 3D print technologies and making more models, more physical things — like mechanisms — that benefit clients from that perspective in the physical realm. I try to look for solutions that are outside of that AI-generated world.”

Looking to the future, Roque says that families and fans have made it clear what they want from traditional toy companies and those in the collect ibles space, but it is up to the industry to rise to the challenge.

“I think the toy industry is at a crossroads,” Roque reflects. “There is incred ible potential right now for bold, original ideas that aren’t tied to existing IP, but it requires companies to take real creative risks again. The fans are hungry for unique worlds, new characters, and products that feel person al and thoughtfully crafted. If we combine the emerging tools available to us with a renewed commitment to imagination and experimentation, the next era of toys could be one of the most exciting we’ve seen

DRIVEN TO PLAY

THE LEGO GROUP

LEGO Speed Champions Bugatti Vision Gran Turismo Hyper Sports Car | Ages: 9+ | MSRP: $27.99

Builders assemble a streamlined hypercar featuring a horseshoe grille, wide tires, and a rear wing. Then, the finished model, complete with realistic design details, is ready for play and display.

Hot Wheels Ultimate Garage Playset

Ages: 5+ | MSRP: $99.99

Available: Fall 2026

This multi-level garage combines parking, racing, and creature-themed action with a motorized elevator and storage for more than 100 vehicles, supporting largescale play and storytelling.

SPIN MASTER

Monster Jam Smash & Bash Crash Course Playset

Ages: 3+ | MSRP: $24.99

Available: Spring 2026

This set includes a dual-setting launcher and towering 16-inch structure built for epic stunts and high-flying crashes. Kids can send the exclusive 1:64-scale Smash & Bash Classroom Crusher truck soaring toward the trampoline to bounce through the goal posts for maximum Monster

BBURAGO

1:64 Formula Racing

Ages: 14+ | MSRP: $7-10

These highly detailed, diecast metal Formula 1 race cars are available in various team and driver configurations. They are authentic, fully-licensed cars with real rubber tires.

DICKIE TOYS (TOYSMITH)

Volcano Launcher Track Set | Ages: 3+ | MSRP: $16.49

This compact race track set features a high-speed launcher, looping paths

MAJORETTE

Racing Premium Assortment

Ages: 3+ | MSRP: $7.49

This die-cast assortment features performance-inspired race cars and trucks with detailed designs, rolling wheels, and realistic features.

ROUND2

imaginative adventure in a

THIN AIR BRANDS

Flip Pro Stunt Park | Ages: 5+ | MSRP: $39.99

Kids build a spin-focused course with ramps and obstacles, then tweak performance using included tools, spare tires, and a spin bike designed for repeated tricks and adjustments.

Johnny Lightning Classic Gold 2026 Release 1 Ages: 6+ | MSRP: $12.99

Kids and collectors can add a fresh assortment of 1:64-scale die-cast vehicles to their fleet, including a 1985 Toyota SR5 Pickup, a 1975 Volkswagen Super Beetle Convertible, a 1985 Pontiac Fiero, and more.

MATTEL

Hot Wheels Pantone Multipack Ages: 3+ | MSRP: $20.99

Available: Fall 2026

Kids can collect die-cast vehicles in 1:64 scale, featuring Pantone-inspired color designs, exclusive wheels, and themed packaging.

MGA ENTERTAINMENT

CarTuned Lowrider Assortment | Ages: 6+ MSRP: $10.99

Available: Spring 2026

CarTuned Lowriders feature show-stopping Kandy Flake paint, metal bodies, and authentic poseable suspension. Laced out on real rubber tires, each ride lights up from below, bringing a “Show Glow” effect to your shelf.

DRIVEN TO PLAY

MAISTO

1:64 Speed Icons | Ages: 14+ | MSRP: $7-10

The Speed Icons collection includes some of the most exciting, exhilarating, and high-performance vehicles the world has to offer. Vehicles in the range feature die-cast metal bodies, chassis with working suspensions, opening doors, and real rubber tires.

THIN AIR BRANDS

Hyper Drive Sky Twister Rocket Ages: 8+ | MSRP: $39.99

This rechargeable propeller-powered rocket launches up to 200 feet, features a high-visibility parachute for easy recovery, and utilizes simple one-touch operation, allowing for multiple launches per charge.

THE LEGO GROUP

LEGO Technic Monster Jam Grave Digger Fire and Ice | Ages: 7+ | MSRP: $34.99

Kids can build a 263-piece Grave Digger Fire and Ice monster truck, featuring fire and flames on one side and an ice design on the other. It has a pull-back function to launch the truck into action.

THAMES & KOSMOS

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

This buildable model car features a working fourspeed manual transmission, a visible V8 engine, differential, shock-absorbing suspension, and adjustable steering, offering a hands-on experience that teaches mechanical engineering concepts and automotive mechanics.

TOMY

John Deere 1:64-Scale Bunker Set Ages: 3+ | MSRP: $36.99 | Available: Fall 2026

This set includes a realistic bunker, silage made of kinetic sand, a John Deere tractor with a blade, and a John Deere skid steer with a working scoop. Kids can pack, push, and store the silage just like on a real farm.

LUKI LAB

Rogue Racers Ages: 6+ | MSRP: $34.99 | Available: Spring 2026

Kids race R/C vehicles with a floating character head that bobs and spins via an internal air-jet system. Sim ple controls support obstacle courses, headto-head races, and cre ative driving challenges that reward experimen tation and physical play.

DRIVEN TO PLAY

MAJORETTE

Black Edition 5PC Giftpack

Ages: 3+ | MSRP: $31.49

This premium die-cast set includes five vehicles finished in black with metallic accents and realistic detailing.

SPIN MASTER

Tech Deck Entertainment

Single Packs | Ages: 6+

MSRP: $2.99

Available: Spring 2026

Tech Deck single packs feature an assembled fingerboard with stylized grip tape, custom stickers, and dynamic graphics inspired by popular entertainment franchises.

THE LOYAL SUBJECTS

M.A.S.K. Stealth Submarine Cycle Vehicle & Figure Set

Ages: 8+ | MSRP: $49.99 | Available: Spring 2026

The classic villainous motorcycle returns, now reimagined with enhanced detailing. It converts from a bike and sidecar into a stealth submarine with a working launch er, closing canopy, and a hidden water cannon. Includes figure with removable masks and accessories.

JADA TOYS

1:43 Fast & Furious Small Blocks

Ages: 3+ | MSRP: $5.99

These compact die-cast cars feature oversized styling, detailed graphics, and adjustable wheels, capturing iconic movie rides with exaggerated design and tuner-inspired details.

BLUE MARBLE

National Geographic Engine

Building Kit: Four-Cylinder | Ages: 10+

MSRP: $49.99 | Available: Fall 2026

With this model kit, young gearheads can build a working four-cylinder, fourstroke engine and then power it to observe moving parts while learning core mechani-

PLAYMOBIL

Funstars Racing Pirate Boat

Ages: 4+ | MSRP: $17.99

Race on land or “sea” with a captain figure, treasure chest, weapons, and detailed accessories, supporting high-speed adventures, imaginative treasure hunts, and swashbuckling storytelling.

JADA TOYS

Star Wars AT-RT R/C | Available: March 2026

This remote-controlled walker moves, runs, and turns, accompanied by sound effects and LED lights. It features an integrated character figure inspired by Star Wars: The Mandalorian & Grogu.

DICKIE TOYS (TOYSMITH)

Simba Dickie Rescue Vehicle Assortment

Ages: 3+ | MSRP: $29.49

TOMY

Kubota 1:32 scale 15-piece Farm Set

Ages: 2+ | MSRP: $25.99 | Available: Fall 2026

This 15-piece set brings a bustling farm scene to life, featuring a 1:32-scale Kubota tractor, four fence pieces that create a corral, a standing figure with a shovel, and a seated figure that fits in the tractor cab.

A trio of emergency vehicles includes a fire unit, a police SUV, and an ambulance with lights, sounds, and free-rolling wheels.

DRIVEN TO PLAY

John Deere Mini ERTL

Ages: 3+ | MSRP: $5.99

Available: Spring 2026

These collectible John Deere farm vehicles come in barn-themed packages with a surprise inside. Each miniature ERTL replica features free-rolling wheels and a collector’s guide. Kids can hunt for rare muddy versions.

GREENLIGHT COLLECTIBLES

1:64 Kings of Crunch: Bigfoot No. 1 50th Anniversary 1979 Ford F-250 Monster Truck, Gold Metallic (Hobby Exclusive) Ages: 14+ | MSRP: $19.99

Fans can celebrate 50 years of the monster truck that started it all with this special-edition replica, limited to a onetime production run.

DICKIE TOYS (TOYSMITH)

Simba Dickie Car Carrier Assortment

Ages: 3+ | MSRP: $13.49

Each two-story car carrier features unfolding ramps, realistic loading and unloading play, and space for multiple vehicles. It supports transport, rescue scenarios, and on-the-go play.

EDUCATIONAL INSIGHTS

Boxineers Cardboard Vehicles Ages: 5+ | MSRP: $24.99

Available: Spring 2026

This creative building set turns household cardboard boxes into planes, rockets, and cars using kid-friendly tools, reusable connectors, and stickers.

SKYROCKET

Sky Viper Matrix LED Stunt Plane | Ages: 12+ MSRP: $39.99 | Available: Fall 2026

Perfect for beginners, this stunt drone features a 7.5-inch frame with permanent blade guards and 144 LED lights for a glowing effect. Headless flight, Auto Launch, and Auto Land make flying easy, while one-button stunts add fun and excitement.

LIONEL

Star Wars Battery Operated O-Gauge Train Set Ages: 8+ | MSRP $ 169.99

This set features a locomotive and rolling stock, a realistic water vapor smoke effect, durable plastic tracks, and trackside accessories inspired by memorable moments from the original Star Wars trilogy.

THE LEGO GROUP

SPIN MASTER

Monster Jam Mini Jams Crash n’ Crumble Jungle Playset Ages: 3+ | MSRP: $19.99 | Available: Spring 2026

Kids can unleash crashing, smashing fun by loading Mini Jam trucks into the launcher and watching them fly toward the skull on the top of the platform. If they hit the skull at just the right place, they’ll make a daring escape. Includes two exclusive Mini Jams trucks, Dragon and El Toro Loco, each with gem-themed details.

LEGO Speed Champions APXGP Team Race Car from F1 The Movie | Ages: 10+ | MSRP: $27.99

Inspired by last year’s F1, this brick-built racer features movie-accurate design, black-and-gold livery, and wide rear tires, plus two minifigures with accessories.

BUILDING A MYSTERY

Blind boxes and bags aren’t new, but intentional design keeps the format exciting for retailers, kids, and collectors alike.

by

TED

MININNI, President & Creative Director, Design Force Inc.

Although only the savviest of toy industry professionals may realize this, blind boxes and bags have been around for decades. And, surprisingly, they didn’t begin as a novelty trend. They evolved from randomized vending and trading formats into what we would refer to today as a legitimate packaging strategy. One that supports collectability and retail growth.

Starting in the 1960s, capsule toys were dispensed from vending machines. Consumers didn’t know what they were getting when they inserted their coins and turned the crank. In that scenario, the packaging was the capsule. It was essentially a distribution solution rather than an “experience.” These vending machine toys

my favorite players’ cards while enjoying the anticipation as I opened countless packs, hoping I’d get what I “needed.”

It wasn’t until the early- to mid2000s that blind bag packaging emerged. They contained small figurines, licensed character minis, and impulse toys. At this point, blind packaging was a tactical, not strategic, move.

The blind box and bag trend, as we know it today, became fully realized around 2010. That’s when it became intentional, systematized, and central to the product’s design. It’s when packaging, product, and collectability merged into a single experience. Fast-forward to today, and we, as package designers, have become the architects of that mystery experience.

From my perspective, we can no longer accurately describe blind packaging as a trend. I truly believe it’s here to stay as an industry staple. But why does it persist? Why are consumers still drawn to blind boxes and bags? The appeal is tied directly to consumer psychology and shopping behavior. It’s driven by anticipation, ritual, and collectibility. Blind boxes and bags turn a low-cost purchase into a memorable experience. The ritual of unboxing fuels consumers’ desire to repeat the experience, which leads to repeat purchases. And, because they love it so much,

they share the unboxing experience on their favorite social media platforms. Yet the real trick isn’t just that blind packaging delivers an unboxing experience. It’s in how that experience is delivered.

Blind packaged toys continue to resonate with consumers because they’re created with intent. These packaging formats work well because package designers have transformed them from simply a way to hide the product they contain into a thoughtfully conceived system. Today, the most sought-after blind packaged toy brands aren’t experiencing success from mystery alone. Their success comes from how clearly their packaging communicates the promise, how it delivers the reveal, and how effectively it encourages collecting behavior.

Through my lens as a package designer, I can identify three specific design approaches that stand out in the brands that are thriving in this category.

SERIES ARCHITECTURE AND VISUAL SYSTEM CLARITY

Today’s blind packaging doesn’t sell one-off items. It sells an entire series of products. Consumers now expect that they’re buying into the concept of collecting. For this to be successful at retail, the fact that each product is part of a broader assortment must be communicated clearly on-pack.

The LEGO Group’s Collectible Minifigures line is a textbook example of

MGA’s Miniverse x Taco Bell

Source: MGA Entertainment

this approach. It’s successful because it doesn’t try to sell “a figure.” It sells the idea of a complete series. The packaging functions like a tiny billboard, communicating at a glance that this product is part of a set, that the set is finite, and that you’re embarking on a collecting journey. A consistent communication hierarchy, distinctive series branding, and color do the heavy lifting. What’s most powerful about this packaging is what consumers understand without seeing what’s inside. From a design perspective, the best blind packaging hides the product, not the value proposition.

DISCOVERY BY DESIGN

This approach to blind packaging organizes the experience with the individual product components once the outer package is opened. The packaging structures the journey from reveal to final product, guiding the consumer through the individually wrapped components as

The packaging is truly blind, but once opened, an insert card explains the individual components and how to assemble them. The consumer unwraps each piece and builds the product in a single,

cohesive “play” experience. Opening the package isn’t the end. It’s the beginning of the experience that the packaging has been intentionally organized for.

CONTROLLED, MULTI-STEP REVEAL

Baseball cards were early mystery packs.

Source: MelissaMN stock.adobe.com

This last approach to blind packaging literally paces consumers’ anticipation. The packaging itself determines the order in which components are revealed to consumers through physical barriers such as doors, tear-away panels, and individual compartments. Instead of seeing everything at once, the packaging establishes a narrative and controls the sequence of discovery.

Although many examples are a bit older, the

controlled, multi-step reveal remains a viable and influential approach to blind packaging. Just Play’s Hairdorables dolls leveraged multi-panel boxes with doors and compartments that revealed accessories before the doll itself, while MGA built the L.O.L Surprise! brand around peeling and unlocking layers in a sequential order to reveal product components. The idea isn’t new, but structural packaging that controls the order of discovery can still turn unboxing into a highly satisfying experience.

Blind boxes and bags have remained relevant because these formats align closely with how consumers shop, share, and collect. The brands succeeding in this category are those that treat package design as a central part of their product development strategy. When well-conceived and well-executed, blind packaging delivers anticipation and a powerful emotional arc that is unmatched by any other packaging format. 

Ted Mininni is President and Creative Director of Design Force, a design consultancy for global brand leaders in toy and entertainment. To learn more about the key design strategies his consultancy employs in the development of package design and style guide design for toy and entertainment brands, reach out to him directly at (856) 810-2277 or via email at tmininni@designforceinc.com. Visit designforceinc.com for more information.

Agoro’s Marvel Spider-Man precious metals collectibles and Thrilljoy’s PIXL Harry Potter collection use premium blind box packaging in retail-ready PDQ displays. Each package advertises what collectors could find inside, including standard releases and rare chase editions. | Sources: Agoro/Thrilljoy

Sesame Street Blind Box ReAction Figures | Source: Super7

THE LEARNING LAB (STEM & MESH)

MAKE MUSIC COUNT

Math Maestro | Ages: 5+ | MSRP: $99.99

Combining math and music, this educational kit includes a 49-key keyboard and two workbooks that cover topics on addition and subtraction.

BLUE MARBLE

Barbie Chemistry Activity Lab

Ages: 8+ | MSRP: $24.99

Available: August 2026

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

THE LEGO GROUP

LEGO Technic NASA Artemis Space Launch System Rocket

Ages: 9+ | MSRP: $59.99

Assemble intergalactic fun with an educational building set inspired by a real NASA rocket. Builders can turn the crank to see the moment a rocket launches in three distinct stages.

CRAYOLA

Crayola Goo Deluxe Dissection Playset Ages: 6+ | MSRP: $24.99

Slime meets science with an all-in-one kit that combines gooey creations and hands-on lab experiences. Kids can dissect their slimes and personalize them with colors, textures, and mix-ins.

THE LEARNING LAB (STEM & MESH)

HAND2MIND

BubblePlush Yoga Ball Buddies

Ages: 3+ | MSRP: $29.99 | Available: Fall 2026

Add cuddly friends to yoga sessions by choosing from a cat, dragon, or sloth plush ball. Kids can explore mindful movements by using the 10 double-sided yoga pose cards.

ABACUS BRANDS

National Geographic World Wonders

Ages: 8+ | MSRP: $39.99

Available: Spring 2026

Kids can visit the pyramids in Egypt, stand on top of Mount Everest, and explore ancient cities with the VR set.

TOYISH LABS

Clixo Tiny & Mighty Space Magnetic Building Set | Ages: 4+ | MSRP: $15.99

With nine flexible magnetic pieces, kids can create more than 100 possible builds that also glow in the dark. The set features pieces that are lightweight, portable, and encourage STEAM-friendly play.

GIFFA

My Moodies — Series One Ages: 3+ | MSRP: $9.99

Available: April 2026

Toddlers can understand their feelings with a 5-inch plush featuring five emotional expressions: happy, sad, angry, fearful, and surprised. Series One includes Rusty the Bear, Cotton the Bunny (pictured), Iggy the Dino, and Winnie the Unicorn.

BLUE MARBLE

National Geographic Glow-in-the-Dark Mammoth Tar Pit

Ages: 6+ | MSRP: $16.99

Available: Summer 2026

Budding scientists can excavate a skeleton from a gooey tar pit. The bones glow in the dark and come together to make a mammoth model.

THAMES & KOSMOS

Wonder Lights Educational Flashlight Projectors

Ages: 3+ | MSRP: $7.95

Available: June 2026

Kids can insert one of three disks into a handheld projector to see vibrant and unique images. The series features fun themes, including dinosaurs, outer space (pictured), sharks,

THE LEARNING LAB (STEM & MESH)

LEARNING RESOURCES

STEM Explorers

Pixel Art Pro

Ages: 5+ | MSRP: $29.99

Available: Spring 2026

Create eye-catching art designs, one pixel at a time, with 30 STEAM challenges that build early coding and math skills. The set includes 750 pixel cubes in eight different colors.

THE LEGO GROUP

LEGO Creator 3 in 1 Space Exploration Telescope

Ages: 8+ | MSRP: $34.99

Explore space from the comfort of home with a STEM set that offers three building options, including a telescope with a solar system model, a UFO ship, and a microscope.

EEBOO

Make A Pie!

Ages: 5+ | MSRP: $24.99

Strengthen math skills with a game that takes the confusion out of fractions. Players will understand fractions as they spin for slices to complete their pies.

SUPER IMPULSE

World’s Smallest Aqua Dragons

Ages: 6+ | MSRP: $13.99

Available: Spring 2026

Kids will add water to the miniature tank to watch their aquatic pets hatch, swim, and thrive in their pocket-sized home.

BLUE MARBLE

National Geographic Glow-in-the-Dark Dig Kit

Ages: 4+ | MSRP: $14.99

Available: Spring 2026

With this STEM kit’s dig bricks, kids can excavate six rocks and dinosaur figures. All bricks, including the figures and rocks, glow in the dark.

WILD REPUBLIC

Poppykins

Ages: 0+ | MSRP: $55.99

Toddlers can cuddle with plush toys featuring adorable designs and sensory-friendly features. Each pal is made with long pile fabric that’s soft to the touch and features fidget popper feet.

SCHLEICH

Sea Animal + Insect Discovery Sets

Ages: 3+

MSRP: $22.99 each

Available: Summer 2026

Elevate imaginative play with four-piece sets featuring different animals. Sea animals include a seahorse, a starfish, a crab, and a fish. The Insect set includes a grasshopper, a ladybug, a bee, and a butterfly.

FULL ‘STEM’ AHEAD

Moose Toys and CrunchLabs by Mark Rober unite to blow minds and spark curiosity.

by JAMES ZAHN, Editor-in-Chief

When it comes to buzzworthy acronyms in the toy department, STEM — Science, Technology, Engineering, and Math — leads the charge. And when it comes to connecting kids (and their parents) to STEM concepts, former NASA engineer Mark Rober is at the top of the game.

From viral glitter-bomb pranks to standing tall as a nemesis to squirrels everywhere, Rober and his CrunchLabs crew are constantly finding new ways to bust boredom and prove that science is fun. This year, Moose Toys and Rober are teaming up to bring that same energy to retailers and families with a full line of CrunchLabs toys.

The line includes The Crunchinator (featured on our cover), which kids can use to experiment with torque, force, and mechanical advantage by crushing everyday objects, plus Elephant Toothpaste Blast, a modern spin on the volcano experiment, and more.

“Supercharged by Mark’s global reach across YouTube, Netflix, and Samsung, this won’t just be a product launch,” says Rob Wolf, Vice President, Global Marketing, Moose Toys. “It will be a game-changer for STEM and toys in general.” 

CRUNCH KITS

Ages: 6+ | MSRP: $14.99 | Available: July 2026

The line includes experiments such as Turbo Trick Planes, Egg Drop Challenge (pictured), Slime Prank Lab, and Stunt Bike Launcher, each inspired by Mark Rober’s epic videos.

“Each toy will have a dedicated video from me showing the science behind how it works. Not only do you get the coolest toy, you actually learn the engineering behind it.”

— Mark Rober, CrunchLabs

HALO HOVER BURST

Ages: 8+ | MSRP: $44.99 | Available: November 2026

Kids can load, pump, and fire halo hover rings to experience gravity-defying fun. Each projectile flies with accuracy and precision, demonstrating the power of aerodynamics.

MARK ROBER PRESENTS: SQUIRREL DASH GAME

Ages: 6+ | MSRP: $24.99 | Available: July 2026

Players race to “Fort Knuts” — a stash of nuts at the top of the course — to set off a chain reaction that sends nuts down the Divide Slide. Points are determined by the section their squirrel lands in and how many nuts are within. The first player to score 11 points wins.

Elephant Toothpaste Blast

Source: Moose Toys

IMPULSE & NOVELTIES

SUNNY DAYS ENTERTAINMENT

John Deere Rubber Duck | Ages: 4 MOS+ MSRP: $1.99-4.99 | Available: Spring 2026

These ducks are dressed up for a day at the farm,. The bathtime companions are available individually or in a 3-pack assortment.

JADA TOYS

Lunch Buddies Hello Kitty | Ages: 3+ | MSRP: $11.99

Each 2-inch Sanrio-themed lunchbox tin comes with a matching Thermos, food accessory item, and a minifigure of Hello Kitty and her friends.

CRA-Z-ART

6-7 Slime | Ages: 6+ | MSRP: $5.99

This golden, glimmering slime provides hours of stretching and pulling, referencing the viral Generation Alpha internet meme and slang term.

PMI KIDS’ WORLD

Fuggler Collectible Keychains Series 2

Ages: 6+ | MSRP: $2.97

These Fugglers cosplay as familiar, officially licensed characters. Kids can find one of 46 characters in each blind pack and use them to decorate their favorite bags and backpacks.

SUPER IMPULSE

World’s Smallest Spider Box Prank Ages: 6+ | MSRP: $4.99 | Available: Spring 2026

Kids can prank their family and friends with this miniature trick box. When someone slides open the top of the box, a fake spider will jump out for a fun surprise.

JUMBO GROUP

Funlockets Secret Shimmerizer Hairbrush | Ages: 4+ MSRP: $19.99 | Available: Summer 2026

There’s more than meets the eye with this compact hair brush. Beauty enthusiasts will find the three keys to unlock the secret Shimmerizer and add some sparkle to their hair with more than 100 included hair shimmers.

EEBOO

Very Small Journals: Life in a Meadow Assortment Ages: 3+ | MSRP: $8.99

These pocket-size, lock-protected journals feature illustrations of four different woodland creatures, making them a great companion for nature walks and bird watching expeditions.

PLAYMOBIL

Playmobil x Monster High Keychains | Ages: 5+ MSRP: $7.99

Boils and ghouls can flaunt their fang-tastic fashion taste by clipping these articulated keychains to their favorite bag. Collect Frankie Stein (pictured), Draculaura, and Cleo De Nile.

SUNNY DAYS ENTERTAINMENT

Care Bears Rubber Duck | Ages: 4 MOS+

MSRP: $1.99-4.99 | Available: Spring 2026

Bring the fun-loving energy of Care-A-Lot to the bathtub with Cheer Bear, Grumpy Bear, Funshine Bear, Tenderheart Bear, Good Luck Bear, and Share Bear. The ducks are available individually or in a 3-pack assortment.

SANTOKI

LEGO Star Wars: The Mandalorian Notebook and Lightsaber Gel Pen Ages: 6+ | MSRP: $26.50

Available: March 2026

This set includes an A5 hardcover notebook featuring LEGO versions of The Man dalorian and Grogu, and a

THIN AIR BRANDS

Magic Balloonz Gel

Ages: 6+ | MSRP: $4.99

Kids can use a small bead of the vibrantly colored gel and the included blowpipe to make their own balloons.

IMPULSE & NOVELTIES

YUME TOYS

MOLANG Little Moon Light Series & Snack Time Series Keychains Ages: 3+ | Available: May 2026

The Moon Light series keychain lamps offer adjustable lighting settings and a 5-minute timer, while the Snack Time series features Molang alongside various decadent desserts.

INNOV8 CREATIVE ACADEMY

Plantz | Ages: 6+ | MSRP: $6.99 and up Available: Spring 2026

Plantz blends creepy-cute charm with plush carnivorous personalities, pairing toothy grins and silly snarls with soft sculpted pots for quirky, desk-ready companions.

SOUTH BEACH BUBBLES

PoppinColorz 2-Pack Variety

Color Bubble Tubes | Ages: 3+ MSRP: $4.99

These vibrant, colorful bubbles don’t leave stains behind. The 2-pack comes with Pink Pizazz and Blazin’ Blue bubbles.

SUPERSONIC

Squishy Tushy Toys | Ages: 3+ | MSRP: $5.99-12.99

Available: April 2026

These 10 soft-tushed collectible toys add some silliness and whimsy to any desk or display space.

HAPE J’ADORE

Fun 101 Butter Slime | Ages 3+ MSRP $6.99 | Available: March 2026 Pull, stretch, and squish this ooey-gooey butter slime.

HORIZON GROUP USA

SLIMYGLOOP Gelli Gels — Hello Kitty & Squishmallows Ages: 4+ | MSRP: $8.99

These gel toys, filled with slow-flow glitter, feature designs based on characters from the Hello Kitty and Squishmallows universes.

IMPULSE & NOVELTIES

MOOSE TOYS

Bluey – Fuzzies

BICYCLE PLAYING CARDS

Sparkler Playing Cards

Ages: 8+ | MSRP: $4.99

With red, white, and blue detailing, these cards put an all-American spin on the classic Bicycle playing card style.

Ages: 3+ | MSRP: $5.99 (2-packs); $12.99 (Episode Packs)

Each 1-inch flocked figure is inspired by a character featured in various Bluey episodes, with more than 80 for kids to collect.

ZURU

Fuggler Keyring 5-inch Assortment

Series 6 | Ages: 1+ | MSRP: $4.99

Kids can take their favorite mini Fuggler on all sorts of adventures by clipping it onto their bag or backpack. If they’re lucky, fans might find one with the rare Butt-on Hole.

THE LEGO GROUP

LEGO Minifigures Animal Series

Ages: 5+ | MSRP: $4.99

These collectible LEGO figures come in mystery packaging, so kids won’t know which of the 12 costume styles they get until they open it.

KANDICO

Squishy Verse

Snackipoos Series 2

Ages: 5+ | MSRP: $14.99

Available: June 2026

Kids can combine crafting and collecting with the newest wave of Snackipoos, which includes 36 new characters and a rare Golden Snackipoo chase.

TOMY

Kirby Chokkori San Collection

Ages: 6+ | MSRP: $9.98

Available: Spring 2026

Waddle Dee, Kirby, King DeDeDe, and Meta Knight are available in miniature plush form, posed to sit politely on a desk or shelf.

GOUDA GAMES

Matchbox Minis | Ages: 6+ | MSRP: $19.97

Available: Winter 2026

Each matchbox comes with a palm-size, crocheted keychain for kids to attach to their favorite bags. Kids can also leave a tiny message in the matchbox for the recipient to find.

MAGNA-TILES

MAGNA-TILES microMAGS

Heart to Heart 26-Piece Travel Set Ages: 3+ | MSRP: $19.99

These glittering pink and teal tiles connect to form a magnetic, majestic heart structure. The metal tin helps kids take the building fun on the go.

LICENSE 2 PLAY

Jeep-Branded Ducks

Ages: 4+ | MSRP: $2.99 and up

Available: Spring 2026

These official Jeep Ducks turn the “ducking” tradition into giftable collectibles, spreading positivity, community connection, and playful adventure. They also come in plush form.

THE POKÉMON COMPANY INTERNATIONAL

Pokémon Natures Key Chains Plush Ages: 0+ | MSRP: $15.99

This line of collectible keychains features Ditto showing unique expressions like being shy, bold, lonely, and cheerful.

PMI KIDS’ WORLD

Care Bears Pocket Stars Keychains | Ages: 4+

MSRP: $10.99 | Available: March 2026

With six possible Care Bears keychains to discover in each mystery pack, kids can try to find and clip their favorite Care Bear friend onto their bag or backpack.

TOYSMITH

Clutchin’ Pearls Ages: 5+ | MSRP: $7.99

This fidget ball comes filled with big pearls that add an extra layer to the toy’s tactile experience.

SCHYLLING

NeeDoh Sensations

Ages: 3+ | MSRP: $4.99-5.99

With food themes like the Nice Cone (pictured), Peace O’ Cake, Nice-sicles, and the Squeeza, this line of squishy fake foods makes for fun fidgets.

After a breakout debut, The Toy Book’s Pulse of Play Awards™ return for a second round — and it’s time to show the world who’s making noise in toys, games, licensing, and everything that fuels the business of play.

Please join us in celebrating the companies, people, and partners who’ve turned big ideas into retail magic, social buzz, and unforgettable moments of connection. Congratulations to all of this year’s winners and finalists!

PRODUCT LAUNCH OF THE YEAR

Celebrating the most effective, creative, and buzzworthy product launch.

MGA Entertainment | Bratz X Mean Girls Spring Fling Collector Dolls WINNER

• Jazwares | BLDR

• The Loyal Subjects | M.A.S.K. MDU (Mobile Defense Unit)

• Mattel | Barbie Fashionistas Doll with Type 1 Diabetes

• Moose Toys | Gui Gui

• Playmates Toys | Mighty Morphin Power Rangers Re-Ignition

• Relatable | Cows in Space

• TOMY | Dōteki

• Ty Inc. | Beanie Bouncers

• Victury Sports | Ollyball Full-Force Indoor Sports

• Wigglitz by ZB Designs | Wigglitz

• ZURU | Mini Brands Fill The Fridge

JUVENILE PRODUCT LAUNCH OF THE YEAR

Honoring the most outstanding new product aimed at babies and toddlers — blending design, function, and developmental value.

United States Postal Service | Flybar X USPS Foot-to-Floor Toy WINNER

• Goliath | Jelly Blox

• The LEGO Group | LEGO Bluey

• Mattel | Fisher-Price X Big Little Feelings

• Sunny Days Entertainment | Fisher-Price Potty Trainer

CULTURAL MOMENT OF THE YEAR

Honoring the products and properties that connected with a wider audience beyond the toy industry and became a part of the mainstream conversation.

Hasbro | Peppa Pig Introduces Baby Evie WINNER

• Bandai Namco Toys & Collectibles America Inc. The Summer of Tamagotchi

• The LEGO Group | LEGO "She Built That" Event

• The Loyal Subjects | JEM 40th Anniversary Fashion Doll

• Mattel | Barbie Signature LeBron James Kenbassador Doll

INFLUENCER ACTIVATION OF THE YEAR

Recognizing influencer partnerships that connected authentically and drove buzz.

WINNER

Moose Toys | Gui Gui Slime Boutique Pop-Up

• Hasbro | Peppa Pig Introduces Baby Evie X Kylie Kelce

• Mattel | Barbie Fashionista with Type 1 Diabetes Launch

• Relatable | Trisha Paytas

• MGA Entertainment | MGA Presents: Diss-mas Campaign featuring The Rizzler

VIRAL HIT OF THE YEAR

Honoring products or content that broke through the noise with massive engagement.

Funko | KPop Demon Hunters POP! Vinyl Figures WINNER

• Chompshop | Chompsaw

• CONNETIX | CONNETIX at Target

• Educational Insights | Playfoam Pluffle

• Mattel | UNO Social Clubs

• MGA Entertainment | L.O.L. Surprise! Loves Hello Kitty and Friends

• PMI Kids’ World | UFC Punching Bag Capsule

• The Pokémon Company International | Pokémon Trading Card Game Pocket

• Relatable | Kollide

• RMS USA | Mystery Glitter Dumpling

• Sky Castle Toys | Sticki Rolls

• Spin Master | How to Train Your Dragon Plasma Blast Toothless

• Wigglitz by ZB Designs | Wigglitz

• ZURU | Fuggler

THE CINEMATIC ART OF SELLING FUN: COMMERCIAL OF THE YEAR

Celebrating the best TVC (TV commercial) for a toy or game intended for TV, digital, streaming, or display in a public forum (movie theaters, etc.).

WINNER

Spin Master | “YES CHEF!” Kinetic Sand Squish Pizza

• PMI Kids’ World | Fuggler Collectibles Series 1

• Spin Master | Superman Kaiju Slime Battle

• Paladone | WeCool Jelly Bands

• Just Play | Disney Stitch Ultimate Stitch Interactive Feature Plush

• Mattel | Barbie Dream Pool & Dreamhouse

• ZURU | Mini Brands Create Disney Snacks

• Moose Toys | FANDROP

• MAGNA-TILES | MAGNA-TILES Holiday Commercial: “Where Magic Connects”

• PMI Kids’ World | UFC Collectible Line Series 1

TOY INVENTOR OF THE YEAR

Celebrating a creator or creative team whose toy innovation made a notable market impact.

WINNER

Loops Lab, Yona Segev

• Bones & Friends | Marc Fetscherin, Bones is Back

• Chompshop | Kausi Raman, Max Liechty, Chompsaw

• EyeConnect Crafts | Erin Sparler

• Innov8 Creative Academy | Gavin Lawler

• Goliath | Goliath Team, Clickeez

• MAGNA-TILES | Michael Bergmann, MAGNA-TILES Rail Racers

• Moose Toys | Moose Team, MrBeast Lab Mutators

• PMI Kids’ World | Christian Tremblay and Eitan Orgad, Booksy

• QUBS AS | Oscar Lhermitte, QUBS

• Smart Toys & Games | Scott Baumann

• Solobo Toys | Courtney Peebles

GIVING BACK THROUGH PLAY

The Pulse of Play Awards are more than a celebration of industry excellence — they’re an opportunity to give back. A portion of proceeds from the 2026 awards program will be donated to organizations that serve children and families in need, including The Toy Foundation, Fill A Heart 4 Kids, enCourage Kids Foundation, and Memorial Sloan Kettering Cancer Center (in honor of the late Lori Rubin, a long-time member of the Adventure Media & Events family).

These organizations bring comfort, joy, and support to children facing illness, trauma, and instability, aligning with our belief that play has the power to heal, inspire, and uplift.

By submitting a nomination to the Pulse of Play Awards, you’re helping to make a meaningful impact beyond the business.

Have a campaign that crushed? A toy that turned heads? A retail experience that made jaws drop? The pulse is beating. Let’s see who’s behind it. Scan the QR code for more details. The next round begins soon.

GAME INVENTOR OF THE YEAR

Recognizing excellence in tabletop game development and design.

WINNER

Hootenanny Games | Barry McLaughlin and Jason Lautenschleger for Feelin’ Cute

• Castle Clark Games | Haunted Halloween: The Trick-or-Treat Game

• Goliath | Goliath Team, in collaboration with the EA team for The Sims Board Game

• Moose Toys | Moose Games Design Team, Bluey Hide & Seek Game

• Office Dog Games (Asmodee) | Bryan Bornmueller, The Lord of the Rings: The Fellowship of the Ring Trick-Taking Game

• The Op Games | Jason Tremblay, Tacta

DIGITAL STUDIO/TEAM OF THE YEAR

Honoring outstanding achievements in creating new play experiences spanning video games, VR, AI, and tech.

WINNER

Nintendo Entertainment Planning & Development

• Abacus Brands

• Mattel Digital Studios

• Readyland

LOCATION-BASED EXPERIENCE OF THE YEAR

Recognizing immersive events or installations that deliver new play or branded experiences.

WINNER

The LEGO Group | San Diego LEGO-Con at Comic-Con International: San Diego 2025

• Bandai Namco Toys & Collectibles America Inc. Tamagotchi USA Road Trip

• The Walt Disney Company | Amanda Rubinos Luna, Cody Hampton, Tatum Yusz — Disney Parks Product Development & Retail for the Disneyland Interactive Experience, Disneyland’s 70th Anniversary

• Gen Con | Gen Con 2025

• Hasbro | Club Furby at Santa Monica Pier

• Mattel | Day Out With Thomas

• MGA Entertainment | MGA's Miniverse Make It Minis activation at MAD Video Music Awards Greece 2025

• The Pokémon Company International | 2025 Pokémon World Championships

DISPLAY OF THE YEAR

Recognizing the most impactful product or brand display — retail or pop-up — that captured hearts and turned heads. This includes special sections, themed pull-togethers, endcaps, main aisle features, pallet trains, PDQs, and window displays.

WINNER

Paladone | WeCool Toys at Yas Mall’s Toys “R” Us in Abu Dhabi

• Keycraft Global X Lean In Bentonville | Value Priced Toys

• Target | Target X Stranger Things

• Walmart | Spark Your Collection

• ZURU | Ulta Mini Brands Display

PURVEYORS OF PLAY

DISTRIBUTOR OF THE YEAR

Honoring a distributor that delivers top-notch service, reliability, and reach across channels.

WINNER

Asmodee North America

• ACD Distribution

• EE Distribution

• Flat River Group

• Toysmith

RETAILER OF THE YEAR (Independent, Specialty, and Hobby)

Recognizing excellence among the independent and specialty toy and game retailers that keep play alive in local communities.

WINNER

Five Little Monkeys

• Cowtown Kids Toy & Candy

• Mr Pickles and Sailor Bear Toy Shoppe

• *play

• Sir Troy's Toy Kingdom

RETAILER OF THE YEAR (Mass/Mass Specialty)

Spotlighting a mass-market retailer that raised the bar in toy and game merchandising, promotion, sales, and experience.

Five Below WINNER

• Amazon

• GameStop

• Target

• Toys "R" Us

• Walmart

PURVEYORS OF PLAY

THE CHALLENGER

For small- to mid-sized companies that are innovating, gaining shelf space, and connecting with kids — and kids at heart — through trend-driven products, packaging, and activations.

PMI Kids’ World WINNER

• Innov8 Creative Academy

• RMS

• The Loyal Subjects

• Wigglitz by ZB Designs

MANUFACTURER OF THE YEAR

Celebrating a company that drives innovation, design, and execution.

Mattel WINNER

• Brickcraft

• CONNETIX

• EXG Pro

• Jazwares

• Monogram International Inc.

• The Nacelle Company

• Paladone WeCool

• Wigglitz by ZB Designs

• Zipstring

CROSSOVER COLLABORATION OF THE YEAR

Highlighting unexpected brand mashups that created fresh excitement.

Basic Fun! | Care Bears X Wicked: For Good (Universal Products & Experiences x Cloudco Entertainment) WINNER

• Hasbro | Play-Doh X Barbie (Mattel x Hasbro)

• Innov8 Creative Academy | Deddy Bears x Liquid Death

• MGA Entertainment | Little Tikes X World of Bluey Collection (BBC Studios)

• Ultra PRO | Magic: The Gathering — Final Fantasy Accessories (Wizards of the Coast X Square Enix)

THE LICENSING BOOK

LICENSED COLLABORATION/PROGRAM OF THE YEAR

Recognizing exceptional use of a brand in the hands of licensees and/or outbound licensing programs, bridging toys and consumer products.

Jazwares X Netflix | Stranger Things x Jazwares WINNER

• Abacus Brands X ESPN | ESPN Virtual Reality

• Hasbro | MONOPOLY

• The Op Games X Dr. Seuss Enterprises | Flip 7 X The Grinch

• Playmates Toys X Paramount | Teenage Mutant Ninja Turtles "Knockoffs" Tubular Tortoise Karate Warriors

• PMI X UFC | PMI UFC Octagon Fighters

• Red Toolbox X Stanley Black & Decker | Red Toolbox Stanley Jr. Pretend Play Line

• ZURU X Ulta | Ulta Mini Brands

ENTERTAINMENT-DRIVEN PROPERTY OF THE YEAR

Spotlighting a property that drove merchandise demand through storytelling and fan engagement.

Netflix | KPop Demon Hunters WINNER

• BBC Studios | Bluey (BBC Studios, Ludo Studio)

• Hasbro | Peppa Pig

• Moose Toys | MrBeast Lab

• The Pokémon Company International | Pokémon

• Universal Products & Experiences | How To Train Your Dragon

Jazwares WINNER

OH BABY!

COROLLE

Sweet Heart – Bear

Ages: 9 MOS+ | MSRP: $37.95

This 12-inch baby doll is lightly scented and perfectly weighted for little hands. It comes with a sewn-on outfit and a removable matching cap.

TOMY

Bluey’s Family & Friends Squirters

Ages: 18 MOS+ | MSRP: $24.99

Available: Fall 2026

MELISSA & DOUG

Forest Friends Touch & Feel

Puzzle | Ages: 2+ | MSRP: $15.99

Available: Spring 2026

This animal-themed, tactile, wooden puzzle encourages sensory play and helps little ones learn about nature.

HAPE

Tune Time Turtle

Ages 0+ | MSRP: $27.99

Available: March 2026

The musical turtle features a rotating shell, soft legs, and plays sweet, soothing music.

This bath time set includes figures of Bluey, her family, and friends. Little ones can squeeze them underwater to fill them up, then squeeze again to squirt water.

THE LEGO GROUP

LEGO DUPLO My First Creative Vehicles

Ages: 18 MOS+ | MSRP: $19.99

This building set features a helicopter, a dump truck, a fire truck, and a family car. Toddlers can take the vehicles apart and add on extra bricks.

Source: Corolle

FISHER-PRICE

Fisher-Price 3 in 1

Kick & Sway Activity Gym

Ages: 0+ | MSRP: $59.99

Available: Spring 2026

Babies stay moving and engaged with this activity gym, which features a mat, a swaying mobile, sensory play areas, and more.

TOMY

Lamaze Freddie The Firefly Tummy Time Ages: 0+ | MSRP: $13.99

Available: Fall 2026

Freddie the Firefly comes as a tummy-time companion, featuring a large Mylar mirror and sensory wings that keep little ones engaged.

SPIN MASTER

GUND Snuffles Soother Ages: 0+ | MSRP: $44

Available: Spring 2026

Snuffles features nine sound modes, including heartbeats and other vibration options, as well as timer settings.

LEARNING RESOURCES

Counting Crayons | Ages: 18 MOS+ | MSRP: $23.99

Available: Spring 2026

Little ones build color recognition and matching skills using these numbered crayons and double-sided coins, dropping each coin into the crayon’s slotted top.

MELISSA & DOUG

Happy Hens Push to Pop Puzzle

Ages: 18 MOS+ | MSRP: $15.99

Available: Spring 2026

These hens help kids with their learning skills. Little ones press numbered buttons to release the hens from their roosts, revealing matching numbered eggs.

TOMY

FAT BRAIN TOY CO.

Sort Again

Ages: 18 MOS+

MSRP: $32.95

Flip, crank, and stir to set the balls in this playset moving. Sort Again builds fine motor skills while encouraging developmental play.

Lamaze Freddie The Firefly Discovery Ball Ages: 0+ | MSRP: $16.99

Available: Fall 2026

With this ball, babies explore jingle bells, crinkly wings, satin ribbons, and textured fabrics, encouraging early sensory discovery and active play.

Editor’s Note: The print version of this story contained errors that we deeply regret. We hope you’ll enjoy the corrected version of this important story.

To Brian and Lauren Bernstein, Toy Fair 2026 represents both a familiar milestone and a fresh start.

After two decades surrounded by toys, the family is making its big return to the industry with an allnew venture: Jasey’s Toy Chest.

Founded and run by the Bernsteins, Jasey’s Toy Chest first launched at the winter shows in Dallas and Atlanta, and it’s making its debut at Toy Fair New York. The early childhood brand was created in honor of their late son, Jason (“Jasey”), to help families connect, communicate, and better understand one another through the power of everyday play.

“[We wanted] to do something that really felt like us, that was authentic, and that we cared about,” Brian Bernstein says.

“[Something] that we could use as a tribute to Jason, but then also to help other people.”

Toys have always been a major part of the Bernsteins’ everyday life, both professionally and as

ON-THE-GO WOODEN WORKBENCH

Ages: 1+ | MSRP: $89.99

This two-in-one walker and activity workbench delivers hands-on learning with real-working tools, shape sorting, pretend play, smart storage, and grow-with-me fun from first steps to toddler play.

parents. Brian spent 21 years shaping the wooden toy aisle with his brother, Doug, and sister-in-law, Melissa, at Melissa & Doug, while Lauren, who co-founded the

insight into the many long-term benefits of creativity and shared play, values now ingrained in Jasey’s Toy Chest.

“I watched how music… could really increase [kids’] focus, their resilience, frustration level — it’s helpful in all kinds of learning ways,” Lauren Bernstein says. “Play is the same thing, and I think that whatever you’re doing in life, there should be a certain amount of enjoyment in it.”

A PLAYFUL PARTNERSHIP

For product sourcing and design assistance, the Bernsteins tapped into the expertise of Early Learning Centre, a U.K.-based toy company under the Addo Play umbrella. The Bernsteins were there every step of the way, collaborating with the U.K. team to ensure each item aligned with their philosophy, while meeting the expectations of modern families and retail partners. The initial launch includes 47 toys made primarily from FSC-certified wood, spanning seven categories including puzzles, blocks, pretend playsets, train sets, and other early learning toys. Rather

benefits, sustainability, accessibility, and how families actually use toys at home.

“We’re not going to chase everything,” Brian Bernstein explains. “We’re not an everything company… We’re not going to do licenses, and we’re going to stay true to who we are and what we stand for.”

But toys are only part of the story.

A MENTAL HEALTH MISSION

First and foremost, Jasey’s Toy Chest is using its products to educate and raise awareness for youth mental health. This mission influences everything from its product design to its packaging, which features the green ribbon for mental health alongside Jason’s favorite orange hat. The Bernsteins lost Jason to suicide in 2019 following more than a decade of mental health struggles.

Building on its mission, Jasey’s Toy Chest is an active Corporate Collective partner of The Kids Mental Health Foundation (KMHF), the nation’s leading children’s mental health movement, founded and created by Nationwide Children’s Hospital, one of the “Best Children’s Hospitals for Pediatric & Adolescent Behavioral Health,” according to U.S. News &

WOODEN SPARKLING SMILE DENTIST KIT

Ages: 3+ | MSRP: $29.99

This wooden dentist playset features realistic tools, removable teeth, and a portable carrying case, so budding dentists can practice cleanings and checkups through imag inative, hands-on play.

Brian and Lauren Bernstein. Source: Jasey’s Toy Chest

general guidance for navigating frustration, problem-solving, and emotional expression while playing with the toys.

“Often, mental health is only thought of when there’s a concern or crisis,” says Dr. Ariana Hoet, Executive Clinical Director of KMHF. “However, we want everyone to think about prevention and promotion — we need to build daily habits that support mental wellness… just a few minutes of purposeful play a day can make a difference.”

Jasey’s Toy Chest also partners with The JED Foundation to support emotional health and suicide prevention for teens and young adults.

BIG APPLE. BIG FUTURE.

As they prepare to share their story with the world at Toy Fair, the Bernsteins are already looking to the future of Jasey’s Toy Chest, aiming to reach 60 SKUs by the end of 2026. But most of all, the Bernsteins want visitors at Booth No. 6404 to see the care, intention, and heart that have gone into creating Jasey’s Toy Chest.

“I’m not saying to buy our toys because they’re the only toys that are good for mental health development. That’s not true,” Brian Bernstein says. “But the more people talk about youth mental health, and the more that it gets destigmatized, the less people will feel alone.” 

ANIMAL FRIENDS WOODEN STACKING TRAIN

Ages: 1+ | MSRP: $29.99

This reimagined stacking train blends cute animal characters, colorful shape-sorting blocks, and safety-first flex pegs, adding peek-aboo mirror play, rolling wheels, and mix-and-match train cars.

Source: Jasey’s Toy Chest

IT’S ALL ABOUT COMMUNITY

Astra Continues to Support Small Businesses

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

What’s ahead for specialty retail this year? That’s quite the loaded question. We know there will be uncertainty — that is a given. Although better than it looked at times during 2025, the tariff situation remains a significant unknown for the future of the toy business.

But no matter what comes next, as a community, we have proven our resiliency through thick and thin over many years, and we will continue forging ahead, focusing on what we do best.

Here is what Astra will focus on this year to continue providing resources and opportunities for the specialty toy community as we navigate the unpredictable months ahead.

• Formation of smaller, regional groups to provide members with various opportunities for gathering, idea sharing, and education;

• Offering greater online educational opportunities for members and the public to help everyone understand the importance of play and choosing quality toys;

• Creating even more value for mem-

bers at our annual Marketplace & Academy, held this year in Milwaukee, Friday, June 5 – Monday, June 8;

• Continued Zoom gatherings to cover the most current issues addressing our community on a regular basis;

• Continue advocacy, including additional fly-ins to make our voices heard in Washington. We will address any pressing issues that arise, such as tariffs on toys, website suits for ADA compliance, and credit card fees;

• Attending shows where our members gather to keep in touch in person and listen to our members’ needs;

• Working with new companies to ensure that new products and innovation will continue within the toy community;

• Putting together additional, more specific mentorship opportunities to help facilitate growth, guidance, and direction;

• Working with our communications member committee to continually improve how we communicate our offerings and events to our membership;

• Launching a new mobile app so that all of our members have easy access to all

things Astra anytime, anywhere;

• Working to educate the public on the convenience, integrity, and personalized experience local retailers offer;

• More public exposure to spread the word about the importance of local community retailers, including their commitment to schools, charities, and the general local economy.

With the uncertainty of the past year, it is critical we work to keep specialty and local retail as vibrant as possible. Astra will be there to help support, strengthen, and grow the specialty community that relies on retailers, manufacturers, sales reps, and inventors. 

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.

Astra member retailer Froggie’s 5 and 10 Toy Store in Dallas, Texas has served its community for more than 28 years. | Source: Astra

PLAYFUL PRESCHOOL

HAPE

Light & Sizzle Pizza Oven Set

Ages 2+ | MSRP: $59.99

Available: March 2026

Little chefs can cook, season, and serve from a pretend oven with realistic lights and sounds for a delightful culinary adventure.

PETIT COLLAGE

Spot the Difference Roads & Rails Puzzle Tin

Ages: 4+ | MSRP: $10

Kids assemble this puzzle to reveal a bustling road and rails scene, then search for 10 differences between the puzzle and the included picture guide.

TOMY

John Deere Lights & Sounds

Skid Steer | Ages: 3+

MSRP: $15.99

Available: Fall 2026

This kid-sized John Deere skid steer features lights, sounds, extending loader arms, and a bucket for epic adventures on the job site.

CONNETIX

SANTOKI

LEGO DUPLO Water Art Play Mat

Ages: 3+ | MSRP: $19.99

Available: August 2026

Toddlers reveal colorful artwork using water-filled felt-tip markers on this playmat. Easily portable, quick-drying, and mess-free, this playmat helps kids develop creativity.

CONNETIX 28-Piece Light Star Pack

Ages: 3+ | MSRP: $59.99

This light-up, rechargeable mag netic set includes pentagons, squares, and equilateral triangles, introduc ing early STEM concepts. Tiles can dim or illuminate on one or both sides.

Source: TOMY

GOLIATH

Jelly Blox Squish Train Set

Ages: 2+ | MSRP: $39.99 | Available: Fall 2026

All aboard the Squish Train! Kids can engage in sensory play with this 35-piece set, which includes characters, buildable train parts, and cargo blocks.

SMART TOYS & GAMES

SmartGames Logic Lane

Ages: 3+ | MSRP: $27.99

Available: Spring/Summer 2026

This game encourages logical and spatial reasoning skills, as kids stack wooden blocks to create houses that match the included picture clues.

HASBRO

Peppa Pig Room

Accessories Sets

Ages: 3+

MSRP: $15.99 each

Reimagine moments from Peppa Pig with room sets including Peppa’s Bedroom or Evie’s Nursery, each featuring a 3-inch figure and themed add-ons for Peppa’s house (sold separately).

EBOO

Little Farm Head to Toe Dominoes Ages: 3+ | MSRP: $17.99

Kids match the heads and tails of beloved farm animals, such as cows, pigs, hens, and more, to create a chain of farm-themed images.

BLUE MARBLE

National Geographic Kids Junior Jumbo Marble Run Ages: 2+ | MSRP: $29.99

Available: Spring 2026

This 35-piece marble run features kid-safe balls with animal designs and jumbo pieces, perfect for little hands to grasp.

ULTRA PRO ENTERTAINMENT

Magic Tim Ages: 4+ | MSRP: $24.99

Available: Fall 2026

Kids ask Magic Tim yes-orno questions about an animal, and he “reads their mind,” play ing the animal’s sound when the answer is guessed correctly.

YOTO PLAY

YOTO Daniel Tiger’s Neighborhood: Daniel & Friends Pack Ages: 2+ | MSRP: $24.99 | Available: Fall 2026

Kids insert a Daniel Tiger-themed Yoto card into the player (sold separately) to enjoy stories, adventures, and music from the PBS Kids series.

PLAYFUL PRESCHOOL

SCHYLLING

Perk Ups | Ages: 5+ | MSRP: $4.49

Available: Spring 2026

These 2.5-inch-long dogs’ ears flop when squeezed. This collection features eight different adorable puppy styles and colorways for kids to collect.

HASBRO

Marvel Spidey And His Amazing Friends Action Figures & Accessories

Assortment | Ages: 3+

MSRP: $4.99 each

Available: Early 2026

These 3-inch collectible Marvel figures, including Hulk (pictured) and Doc Ock, bring superhero energy to the playroom. Each figure includes attachable accessories.

THIN AIR BRANDS

PAW Patrol Plush Jumpy Pals Ages: 18 MOS+ | MSRP: $69.99

Bounce with PAW Patrol favorites Chase, Marshall, and Skye on these inflatable ride-ons that come with a washable plush cover and air pump.

JUMBO GROUP

Goula – Routines House | Ages: 2+ | MSRP: $24.99

Kids can organize their daily tasks and plan out days with this wooden house and its included routine and weather cards.

BLUE MARBLE

National Geographic Kids Foam Building Blocks Ages: 2+ | MSRP: $19.99

Available: Spring 2026

This portable foam block set features fun shapes, a storage bag, and Play & Learn cards that provide tips to inspire creativity and learning.

TOMY

John Deere Lights & Sounds Combine Ages: 3+ | MSRP: $28.99

Available: Fall 2026

This 16-inch combine is perfect for little farmers. It includes a swinging auger and a remov able corn head, encouraging hands-on play.

MOOSE GAMES

Bluey Pass the Parcel Ages: 4+ | MSRP: $14.99

Inspired by Bluey’s “Pass the Parcel” episode, this three-mode game comes as an 8-inch Bluey plush. Music is activated by pressing the parcel into her tummy.

PLAYFUL PRESCHOOL

SPIN MASTER

JUST PLAY

Danny Go! Aviator Hat

Ages: 3+ | MSRP: $14.99

Kids can dress up as their favorite YouTuber, Danny Go, with this aviator-style hat featuring a leather-like material, cozy shearling lining, and molded goggles.

Gabby’s Dollhouse Fairylandia Fairy Magic Reveal Playset

Ages: 3+ | MSRP: $29.99

Available: Spring 2026

Transform Gabby into a fairy with mix-and-match out fits and wings. Place her at the center of the playset and pull the lever to reveal a magical new look.

MOOSE TOYS

Bluey’s Cruise Ship

Ages: 3+ | MSRP: $59.99

Available: July 2026

Kids join Bluey on a sea-faring adventure with this cruise ship-style playset featuring six activity areas, Bluey and Bingo figures, and sail-ready items.

PLAYMATES TOYS

Team Mekbots: Animal Rescue Mek with Figure Ages: 4+ | MSRP: $14.99 each | Available: Spring 2026

Inspired by the Mekbots animated series on YouTube and Peacock, these sets pair action figures with animal-themed Mek Suits. Mateo becomes Gorilla Mek, Mei-Lin becomes Lion Mek, Kawhi becomes Rhino Mek, and Frost becomes Bear Mek.

SCHLEICH

Puppy Playtime

Ages: 3+ | MSRP: $19.99 | Available: March 2026

Dog lovers will adore this doghouse playset, which features a removable roof, stairs, a ramp, fun accessories, and two puppy figures.

TOMY

Kubota Lights & Sounds Skid Steer

Ages: 3+ | MSRP: $15.99

Available: Fall 2026

Bring the farm to the play room with this Kubota skid steer, featuring authentic lights, sounds, extending loader arms, and a working bucket.

SUNNY DAYS ENTERTAINMENT

Fisher-Price Grow to Pro Baseball Set

Ages: 18 MOS+ | MSRP: $24.99

Little sluggers can hit a home run with this toddler-sized baseball set, featuring a bat, baseballs, and an adjustable knocking plate.

THE LEGO GROUP

LEGO DUPLO 3 in 1 Construction Site and Vehicles

Ages: 3+ | MSRP: $89.99

Toddlers become builders in training with this 84-piece construction set. It comes with two figures and bricks to build a bridge, truck, crane, and more.

ZURU

Pets Alive Magic Swimming Mermaid

Ages: 3+ | MSRP: $7.99

Available: Spring 2026

Add magical moments to water play with this mermaid doll. Each doll swims with lifelike motion when placed in water.

SPIN MASTER

PAW Patrol Search & Rescue

Pup Squad HQ Playset

Ages: 3+ | MSRP: $32.99

Available: Spring 2026

The PAW Patrol has a new HQ with an elevator, slide, and launcher. Kids join Chase in his police car to save Kitty from Mayor Humdinger.

EDUCATIONAL INSIGHTS

Snack or Splash Games

Ages: 4+ | MSRP: $24.99

Available: Spring 2026

Players collect fruit stacks and carefully place them underneath the platform, attempting to keep Cora the Capybara balanced.

MOOSE TOYS

Bluey’s Jet

Ages: 3+ | MSRP: $29.99

Available: July 2026

This playset features a pilot-cap Bluey figure and a jet, along with luggage, a camera, a purse, and a meal tray.

MELISSA & DOUG

Build Your Own Tracks Floor Puzzle

Ages: 4+ | MSRP: $24.99

Available: Spring 2026

Kids become train conductors with this puzzle as they piece to gether the tracks, wind up the trains, and watch them race along the routes.

HAND2MIND

Numberblocks Friends Fifteen and Sixteen Figure Pack Ages: 3+ | MSRP: $19.99 | Available: Fall 2026

Inspired by the Numberblocks TV show, kids can count and recreate favorite episodes with these Fifteen and Sixteen figures. Each figure comes with poseable arms.

PMI KIDS’ WORLD

The Creature Cases Collection Ages: 3+ | MSRP: $9.99-29.99

Inspired by the animated series, The Creature Cases, this line features fan-favorite character figures, exclusive vehicles like snowmobiles and the RON Jet, and accessories for adventures with the Covert League of Animal Detective Experts (CLADE).

PLAY WITH PURPOSE

Hape marks 40 years of sustainable play while setting the stage for its next wave of innovation and collaboration.

by TAYLOR BATTLE, Assistant Editor

Q&A

with Peter Handstein, Founder and CEO, Hape

This year marks the 40th anniversary of Hape, a company renowned for designing, manufacturing, and distributing sustainable, high-quality toys.

Hape has a global presence with offices in Germany, Switzerland, Italy, France, the U.K., Spain, North America, the Netherlands, China, and Hong Kong. With more than 40 subsidiaries and boasting more than 300 international toy awards, the company continues to strengthen its “Love Play, Learn” promise.

To mark a milestone year, we sat down with Founder and CEO Peter Handstein to discuss the company’s legacy.

The Toy Book: How is Hape commemorating its 40th anniversary?

Peter Handstein: Hape has focused on sustainability since its origin and continues to do so after 40 years, with our product launches still aligned with this goal. We are introducing limited-edition products to celebrate, and we have some anniversary collaborations with different partners. At Toy Fair, we will showcase legacy products and show the future of innovation. We’re not only looking backwards, but we are also using our anniversary to reflect on Hape’s commitment and to shape the next generation of play.

TB: How has the company evolved over the past four decades?

PH: We started as a really small wooden toy company in Germany, but now, 40 years later, we are becoming a global leader. We have more than 30 years of experience in the U.S., and provide service to over 100 countries worldwide.

The company has also expanded into different play categories, which continue to reflect our philosophy of inspiring learning and creativity. Hape continues to adapt to the changing needs of families while maintaining its commitment to quality craftsmanship.

Peter Handstein All Photos: Hape

Hape is known for designing, manufacturing, and distributing sustainable toys that foster togetherness with kids and families.

TB: How does Hape ensure sustainable products?

PH: Sustainability is in our Hape DNA. We started as a wooden toy maker, harvesting sustainably grown wood. Later, when working on a global scale, we integrated bamboo and worked with a company in Portugal that produces cork. Hape utilizes renewable materials to maintain the world as we find it, and to prepare for the future to come. Sustainability can surely come from a material, but it can also come from how you operate your own productions. We operate our own production facilities in five countries worldwide. And for us, it’s not a one-time marketing idea… we have a planet-first strategy.

TB: How does the company tackle early learning development for young kids?

PH: Hape’s designs and workshops have a child-first approach, supporting cognitive educational learning. With emotional, physical, and social development in mind, Hape products are created for open-ended play. The product should not bring the full solution to the child, but rather it should inspire the child to develop problem-solving skills, creativity, and confidence. So many designs are inspired by these educational principles, and we help children learn naturally through the exploration of our products.

TB: Hape is partnering with The Met this spring. What can families expect from the collaboration?

PH: The Met is universal, reflecting the whole world of art from places like Japan, Europe, and the U.S. The collaboration stems from the belief that early exposure to art and culture can spark creativity. We capture the iconic works of great artists within the Met collection and re-imagine them through a playful yet educational lens. The Met allows families with young kids to be inspired by art, and our collection encourages that, empowering them to be confident in the things that they can do.

TB: What’s next for Hape?

PH: The world is facing many challenges and conflicts. At Hape, we want to provide children and families with good solutions. In our line, you won’t find any toys connected with violence, and that’s because we want to make the world a more peaceful place. We want to inspire families to bring calming play experiences to their children through our products. The goal of creating a peaceful play environment is what will drive me for the years to come. 

The Hokusai Great Wave Blocks from the Hape x The Met Collection

Looking for a way to occupy herself during the COVID-19 pandemic five years ago, Persy Arcement created an ice cream-themed game while waiting for her parents’ workdays to end. After sharing the concept with her parents and friends, Arcement developed Drizzle, a

outings to area ice cream shops, some of which sell her game. Drizzle is available online and in 25 stores in six states. “We are so happy for Persy,” says Annmarie Cooney, owner of Sweetly, a cake shop and tea room in Waretown, New Jersey. “She is wonderful and inspirational for

young ladies, and when I tell people about her and the game, they purchase it.”

Nerina Garcia-Arcement, Persy’s mother, remembers telling her daughter, “Go do something creative,” before the game creator emerged with the laminated cardboard that would upend their dining

an engineer who helps Persy manage whatever she

Fitz and the Pea CEO Persy Arcement with her Chief Cat Officer, Fitz.| Source: Fitz and the Pea

sets her mind to,’” Garcia-Arcement recalls. “She’s out of school [and] the world is her oyster.” Garcia-Arcement adds that Erich “reinvented the wheel quite a bit,” as the family hadn’t yet met anyone in the toy and game industries.

Erich set up an LLC, and Persy worked closely with a graphic designer who had been her babysitter many years ago. The family worked on several prototypes — one had acrylic pieces, which proved too heavy — before landing a deal with Panda Games in China to handle manufacturing duties.

Self-selling and promoting brought the family to People of Play’s Chicago Toy & Game Fair (CHITAG) last fall, which Garcia-Arcement calls “surreal.”

“I have my memories,” Persy says, “but I feel like … did that actually happen? It doesn’t feel real.”

“She was so calm about it,” Garcia-Arcement recalls. “We met inventors of games we actually play, and they’re all so nice.” Persy pitched her game to several companies. Garcia-Arcement hopes a distribution deal for Drizzle will lighten the load of board games at home; she only recently found the space to park her car in the garage.

Fitz and the Pea initially printed 3,000 games, selling 600 before CHITAG. Thanks to media coverage and the TAGIEs, the company sold an additional

2,000 units of the game. “We had to package and ship them and figure out labels,” Garcia-Arcement says, “All while also working in person in school. It was amazing, but also like, ‘Oh, we can’t do this.’” Erich and Garcia-Arcement were briefly over their heads. “We’re not game makers. We’re parents that wanted our daughter to go from an idea to a finished product, and we’re just so lucky that we got this attention,” Garcia-Arcement says.

Late last year, Persy was exploring licensing, which Garcia-Arcement says

isn’t profitable, but would be helpful to the company. While selling the remaining 400 games of the initial run, Persy is auditioning for the school play and taking AP classes. She wants to use the proceeds from Drizzle to start a college fund. While additional games haven’t been ruled out — and she’s starting to see herself in the industry — Persy would like to be a psychologist, like her mom.

“There’s a place for me here,” Persy acknowledges. “I just want to help people and make people happy. And I think either of the jobs does that in different ways, so I feel like I would feel fulfilled with either occupation.”

Persy is already making an impact, inspiring young innovators in Chicago and winning over retailers in New Jersey. Store owners selling her game responded to The Toy Book with universal praise. “Drizzle works well at Oyster General for a few reasons; it looks good! The color scheme and design are in line with my store’s aesthetic,” shares Erica Ruotolo, who owns Oyster General in Atlantic Highlands, New Jersey. “Persy lives nearby, and lots of local kids know her and want to support her.”

In an industry driven by trends, Persy’s story is a reminder that play starts with people. 

Drizzle, Arcement’s first game, is available in 25 stores in six states. | Source: Fitz and the Pea

Persy sold Drizzle while attending high school in New Jersey. | Source: Fitz and the Pea

SHARED ADVENTURES/HEATED BATTLES

WIZARDS OF THE COAST

Dungeons & Dragons Starter Set

Heroes of the Borderlands

Ages: 12+ | MSRP: Varies | Available March 2026

Designed for 3-5 players of any skill level, Heroes of the Borderlands is an all-in-one gateway to the world of Dungeons & Dragons, filled with fast, fun, cooperative storytelling that turns the table into a legendary adventure that players will talk about for years to come.

MOOSE GAMES

I Heart Bananagrams

Ages: 7+ | MSRP: $15.99

Bananagrams gets a loveable twist with a new heart-shaped pouch. Using the same 144 lettered tiles, players race to create words in their own crossword-style grid until all tiles are used.

READY PLAYER N

Rock Paper Scissors

Wizard Croc

Ages: 7+ | MSRP: $18.99

This game adds hilarity to Rock Paper Scissors with wizard, crocodile, and wild cards. Players take turns placing cards, battling their opponents, and strategizing over multiple rounds.

SMART TOYS & GAMES

Chess Peace

Ages: 8+ | MSRP: $19.99 | Available: Spring 2026

Players will place chess pieces on the board so that none can attack from either side. This game follows traditional chess rules and includes 60 challenges for players to solve.

HASBRO

Market Fresh

Ages: 8+ | MSRP: $44.99

Build a successful farm stand by stacking produce crates, maximizing your stock, and shutting competitors out of the market. In this strategic tile-placement game, players earn points with every crate they add.

BICYCLE GAMES

Cats In The Corner Ages: 6+ | MSRP: $5.99

Available: August 1, 2026

In this card game, which adds feline twists to solitaire, players race to get rid of cards by building alternating-color piles around the cats in the corner.

JOPAT GAMES

Cross Spin

Ages: 8+ MSRP: $24.99

Players compete against friends to complete miniature crossword puzzles while spinning the board to solve clues.

MOOSE GAMES

Bluey – Here Come the Grannies! Ages: 5+ | MSRP: $19.99

Available: July 2026

In this Bluey-inspired game, players travel across the backyard to get both their gnomes inside the shed while avoiding the Grannie mobile.

THAMES & KOSMOS

EXIT: The Game Family

The Trophy Case / Night at the Carnival Ages: 8+ | MSRP: $31.95

Available: Fall 2026

Spend family game night with the EXIT Heroes by solving two escape adventure cases. The Trophy Case involves a heist at a talent show, while Night at the Carnival features a devious conspiracy.

GOLDEN BEAR TOYS

Fart Yoga | Ages: 4+ | MSRP: $25.99

Secure Sammy the Sloth around the waist, then follow yoga poses on the cards to win points. As players move, Sammy will distract them with his fart sound effects.

VANGO

Smack n Cheese

Ages: 6+

MSRP: $14.99

Available: Fall 2026

In this cheesy, fastpaced card game, kids will lay cards down, spot a match, and race to smack the mac first.

SHARED ADVENTURES/HEATED BATTLES

ULTRA PRO ENTERTAINMENT

Turbo Trivia

Ages: 6+ | MSRP: $29.99

Available: Fall 2026

In this fast-paced electronic game, the Game Master will ask easy questions that players must answer in only two seconds.

HASBRO

Sanibel | Ages: 10+ | MSRP: $39.99

Tweens will move across the seashore to collect shell tiles and place them in their bags. Players earn points based on how they arrange the shells on their bag’s grid.

UPPER DECK

Enemies of Gotham City

Ages: 14+

Available: Spring 2026

In this area-control strat egy game, players compete for control of Gotham City by playing as popular DC villains such as The Joker, Poison Ivy, and Two-Face.

TOMY

Donut Dunk

Ages: 7+ | MSRP: $24.99

Available: Fall 2026

GGBGNSSG

Good Guy Bad Guy Not So Smart Guy Ages: 7+ | MSRP: $14.95

Players race to build a sequence of five number cards. The game also includes character cards that keep the gameplay lively and unpredictable.

Players will race to throw matching color cards into the flashing electronic donut. The first to get rid of all their cards gets a sweet victory.

FAT BRAIN TOY CO.

Magshuto Vert Tower & Grind Rail

Ages: 6+ | MSRP: $39.95

Available: May 2026

Kids load the launcher with Mag-Pods and release it to perform endless trick shots, such as soaring up the tower amd grinding down the rail.

PETIT COLLAGE

Finding Things

A Magnetic Bingo Game

Ages: 4+ | MSRP: $15.99

Available: Spring 2026

This portable version of bingo encourages kids to observe and think creatively with 32 magnetic counters and 20 cards.

SHARED ADVENTURES/HEATED BATTLES

HOOTENANNY GAMES

Sneaky Scallywags

Ages: 7+ | MSRP: $24.99

Available: Spring 2026

Bluff your way to bounty by becoming pirates and guessing which opponent is hiding the gold. Players must watch closely as their rivals perform sneaky gestures like Swab the Deck and Sails Up.

Binho Green Turf Original Ages: 6+ | MSRP: $74.99-139.99

By using the high-quality, handcrafted board, players can earn points by flicking the miniature ball into their opponent’s goal.

THAMES & KOSMOS

Wildblooms

Ages: 10+ | MSRP: $29.95

Available: Fall 2026

Players take turns plucking seedlings from the gameboard and planting them in their flower bed to create the most impressive wildflower meadow.

SMART TOYS & GAMES

IQ Flow

Ages: 7+ | MSRP: $14.99

Available: Spring 2026

Players will solve each challenge by sliding pieces around the board without lifting them. This portable puzzle game includes a travel case and 120 challenges.

LEARNING RESOURCES

PB & What?

Ages: 5+ | MSRP: $11.99 | Available: Spring 2026

Kids will develop letter identification and rhyming skills as they stack sandwiches with words that rhyme or start with the same letter.

JUMBO GROUP

Hitster Music – Bingo

Ages: 16+ | MSRP: $29.99 | Available: Fall 2026

The music-guessing game gets a bingo twist featuring more than 100 years of iconic songs. As players listen to tracks, they will mark them off on their bingo cards.

VANGO

Gummy Grab

Ages: 6+ | MSRP: $14.99

Available: Fall 2026

Players race to grab gummy worms by laying all their cards onto four piles, matching either their card’s number or color combo.

Starting June 11, the FIFA World Cup 2026, organized by the Fédération Internationale de Football Association (FIFA), will captivate viewers of all ages from every corner of the globe. As soccer fans eagerly wait for the pinnacle of the sport to unfold, toy companies have strapped on their cleats to market their carefully crafted soccer-inspired products. Although soccer has been a well-loved, cornerstone sport worldwide, it has seen a notable spike in popularity, particularly in the U.S. Viewership in America has increased, watch parties

have become commonplace, and parents are supplying their little ones with more toys and games that reflect their personal love for the 22-person sport.

ATTENTION TO ATHLETES

According to Cecilia Ferrini, Senior Manager in the Consumer

Products Division at U.S. Soccer, “Soccer’s growth in the U.S. is being fueled by a unique combination of on-field success, cultural relevance, and a deeply engaged fan base.” Ferrini notes that fans thoroughly enjoy the players’ athleticism and off-field accomplishments, which have molded athletes from the United States Men’s National Team (USMNT) and the United States Women’s National Team (USWNT) into widely loved role models.

Viewers in the U.S. also invest in and support international players, such as Argentina’s Lionel Messi, who has become the face of several campaigns and products following the team’s FIFA World Cup win in 2022. As social media platforms expand, families can easily invest in the game as they learn more about their favorite players, see behind-the-scenes footage, and watch recaps.

The highly anticipated summer tournament will be hosted in North America — and FIFA’s matching mascots make it easy for families to invest in the competition. Kids and collectors can celebrate with toys, particularly plush, that showcase Maple the Moose (Canada), Zayu the Jaguar (Mexico), and Clutch the Bald Eagle (USA). Retailers should anticipate a surge in soccer-related requests as the FIFA World Cup inches closer. According to Ferrini, “U.S. Soccer fans spend 33% more annually on retail goods compared to the average U.S. sports fan — making them an ideal audience for licensed products, including toys.”

DRIBBLE, PASS, AND PLAY

To supplement the increasing attention on U.S. teams, products representing several different play patterns are starting to hit the shelves (and the arena gift shops). Families are interested in filling their toy box with picks that supplement their growing interest. According to Ferrini, this year U.S. Soccer Consumer Products will “launch products with 14 new toy partners, spanning sub-categories such as action figures, dolls, puzzles, games, collectibles, and construction sets … Overall, we increased our toy licensee roster by 143% year-over-year, reflecting both increased demand and our commitment to expanding meaningful, high-quality offerings for fans of all ages.” Partners include Hasbro, Mattel, Funko, The LEGO Group, and more.

With the increase in soccer toys, little ones can easily pursue their soccer dreams outside of team practice, recess, or field days with new toys and games that go beyond the typical black-and-white ball. Some companies, like Golden Bear Toys, have integrated artificial intelligence (AI) technology into classic soccer balls, resulting in toys that truly challenge players. “Soccer-themed toys reinforce many of the sport’s core values: teamwork, creativity, perseverance, and inclusion. Through imaginative play, kids learn to collaborate, solve problems, and express themselves — often emulating the players they admire most,” Ferrini says.

Kids can also unbox mystery cleatshaped capsules from PMI Kids’ World, created in partnership with Major League

Soccer (MLS), or a new wave of FIFAbranded Ballers from ZURU.

“This licensing partnership with MLS marks an exciting chapter for the Supergoal collection,” said PMI CEO Omer Dekel ahead of the line’s launch during the holiday season. “From our original stickers to these dynamic figures, we’ve created collectibles that truly bring fans closer to the players and the excitement of the game.”

Alongside these collectibles, kids can squeeze their FIFA-themed plush as their teams run across the field, or create their own soccer scenarios with dolls dressed in colorful uniforms. “These products also help normalize soccer as part of everyday life in the U.S., strengthening the emotional bridge between playtime, participation, and fandom,” Ferrini adds. “In that way, toys become an extension of the sport’s culture, not just merchandise.”

FILL THE FIELD WITH FUN

As attention on soccer grows, especially in the U.S., toy and game companies continue to innovate and adapt to consumer interests. Whether it’s a tiny tot training with a Little Tikes practice set or an adult collector posing their action figures to reflect their favorite play, the industry is ready to serve them with goal-worthy offerings for every fan. 

Zayu the Jaguar (Mexico), Clutch the Bald Eagle (USA), and Maple the Moose (Canada) are the mascots for the FIFA World Cup 2026. | Source: FIFA

Samantha Connell is an Associate Editor for The Toy Book, The Pop Insider, and The Toy Insider. She is a Ravenclaw, Clemson alumna, and the favorite aunt.

ZURU

FIFA World Cup Ballers Series 1 Ages: 3+ | MSRP: $9.99

Available: Spring 2026

Each mystery capsule holds one soccer player figure from top teams, including Brazil, France, Argentina (pictured), and the U.S., a collector coin, and a surprise accessory. Certain figures represent iconic moments from World Cup celebrations, such as players lifting the trophy.

JAZWARES

FAT BRAIN TOY CO.

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

Players can squeeze the USA-, Brazil-, or Mexico-branded foosbots to make them spin and kick the small soccer ball across the 3-foot felt field.

PMI KIDS’ WORLD

Supergoal MLS Shoe Capsule Ages: 3+ | MSRP: $12.97

Each soccer cleat capsule contains a 3-inch soccer player with six points of articulation. The collectible figure also comes with a connectible field base, a player-specific accessory, a mini poster, and two stickers.

FIFA World Cup 10-Inch Colorful Bear Plush Ages: 3+ | MSRP: $19.99 | Available: Spring 2026

This 10-inch teddy bear plush has a colorful “26” pattern, a teal jersey featuring the FIFA Trophy logo and “26” on the back, and “FIFA World Cup” embroidered on its foot.

TOP TRUMPS USA

Top Trumps: World Soccer Stars Ages: 6+ | MSRP: $9.99

Meet 30 of the world’s elite soccer stars in Top Trumps: World Soccer Stars. Go stat-to-stat on goals, trophies, and bragging rights — Messi vs. Ronaldo, Neymar vs. Kane — with sharp player photos, fun facts, and career snapshots.

THE LEGO GROUP

LEGO Editions FIFA World Cup Official Trophy Ages: 18+ | MSRP: $199.99

Available: March 2026

Families can build their own FIFA World Cup Tro phy with this 2,842-piece set. The top opens to reveal a removable scene with a FIFA-branded figure holding a mini trophy.

BINHO

Binho: Dortmund Edition | Ages: 6+ | MSRP: $130

Players flick the mini soccer ball into the opponent’s goal in this tabletop soccer game inspired by Germany’s Dortmund club.

PLAYMOBIL

Playmobil Soccer Arena

Ages: 4+ | MSRP: $44.99

Available: April 2026

Kids can play a mini game of soccer by pulling the legs on the two included Playmobil figures — when released, the figures will kick the soccer ball into a goal or basket. The playset also includes Action Cards, a sliding goal counter, a mascot that doubles as a referee, a sticker sheet, and more.

MATTEL

Team Barbie Bursts Assortment — Soccer Player Ages: 5+ | MSRP: $32.39 | Available: Fall 2026

The Soccer Player Barbie doll comes inside a large pink soccer ball and wears a pink and blue uniform. Practice cones, a water bottle, a mini soccer ball, and a trophy are also included.

HAPE — P1

Arc Reactor

Ages 3+ | MSRP $21.99

Available: March 2026

Players can nail epic bends, curves, and swerves with P1’s size 5 soccer ball. It’s made with cutting-edge aerodynamic materials and panels for top-notch durability and performance.

MACCABI ART

Official Lionel Messi Argentina National Team Action Figure Ages: 5+ | MSRP: $21.07

This 4.5-inch Lionel Messi figure is dressed in the player’s official Argentina uniform. Kids can move the figure’s arms, head, and left leg to their desired position.

JAZWARES

FIFA World Cup 2026

4-Inch Plush Keychains

Ages: 3+ | MSRP: $7.99

Available: Spring 2026

Each plush mascot keychain, including Zayu the Jaguar (Mexico), Clutch the Bald Eagle (USA), and Maple the Moose (Canada), features the team uniform, the official FIFA logo, and a “We Are 26” clip.

TOYS

Soccer Dash

Ages: 6+ | MSRP: $59.99

Available: Fall 2026

This soccer training device utilizes AI, a smart ball, and four responsive targets that react to and challenge players during six different game modes.

BANBO TOYS

SOCKERS Portugal Cristiano

Ronaldo 8-inch Collectible Soccer Action Figure

Ages: 8+ | MSRP: $39.99

Featuring lifelike sculpting, signature team uniform details, and premium articulation, this officially licensed figure is perfect for play and display for kids and collectors.

SUPER IMPULSE

World’s Smallest MLS Soccer Kicker | Ages: 6+ | MSRP: $7.99-8.99

Kids can practice scoring mini tabletop goals with a tiny kicker, ball, and net.

STOMP ROCKET

Stomp Sports Hover Soccer Ages: 3+ | MSRP: $14.99-24.99

This soccer toy features LED lights, soft bumpers, and hover technology; it glides smoothly across surfaces when kicked.

SOUTH BEACH BUBBLES

The Unspillables Soccer Bubbles

Ages: 3+ | MSRP: $4.99 | Available: March 2026

Each spill-proof bottle features a World Cup 2026-themed bubble wand cap, complete with flags from qualifying countries.

LITTLE TIKES

Little Tikes TotSports Soccer Trainer

Ages: 3+ | MSRP: $44.99

This training goal features a double-sided, tangle-free bounce-back net that returns the ball to young athletes. It also includes dribbling cones.

THE ROI OF WORKER WELL-BEING

When Workers Thrive, Businesses Win

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

Businesses are constantly under pressure to find ways to reduce costs, enhance efficiency, and remain competitive in an increasingly complex global landscape. Yet one of the most effective levers for long-term performance is often overlooked: worker well-being. Not just for direct employees, but for the thousands of people working throughout a company’s supply chain.

“When workers feel respected and valued, everything shifts,” says Anita Lo, Director of Worker Well-Being at Ethical Supply Chain Program (ESCP). “Turnover drops, productivity rises, communication improves, and factories become more resilient. It’s not just a social good, it’s smart business.”

The conversation on worker wellbeing is shifting globally, as is the perception of the workforce.

In recent years, the World Economic Forum drew comparisons between human capital and real estate: as property value appreciates over time, so too does the value of employees. Employees are continuously adding value to a company as they gain experience and develop in their careers. When we view our workforce as long-term assets, everything changes.

SUPPORTING YOUR WORKERS

A factory struggling with high turnover inevitably produces inconsistent quality and experiences production delays, as well as higher recruitment and training costs. In supply chains, where margins are tight and competition is fierce, the negative impact can be huge. The ESCP believes worker well-being is a key driver of sustainable growth, and encourages companies to rethink their approach to human capital.

ESCP’s Worker Helpline service is a confidential grievance mechanism that acts as a channel for grievances and an informative feedback system. When noticing an increase in calls about the registration process, the ESPC discovered that workers’ reasons for leaving were often connected to childcare issues. In response, the ESCP supported factories in creating childcare facilities and implementing flexible working arrangements. These changes had a significant impact, with one member factory in Guangdong, China, saving approximately $450,000 annually after introducing family-friendly policies and childcare.

BENEFITS FOR ALL

Studies show that well-being in-

vestments deliver measurable returns: improved retention, stronger worker engagement, better safety records, and higher output quality. By extending support across the full supply chain, companies build stronger partnerships, reduce risk, and unlock sustainable, long-term performance. Buyers working with third parties, such as the ESCP, benefit from access to suppliers that go beyond audits to support their workers, ultimately creating an ecosystem that produces better-quality products with greater stability.

The business case is clear: a happier workforce isn’t just good ethics, it’s good business. Learn more about how your business can support the well-being of its extended supply chain by visiting ethicalsupplychain.org. 

been the

and

of

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.

Carmel Giblin has

President

CEO

the Ethical Supply Chain Program since

LET’S PLAY OUTSIDE

PLAYMONSTER

Koosh Bow Launcher | Ages: 5+ | MSRP: $24.99

This kid-friendly archery set features a lightweight bow, soft Koosh arrows, and pop-out targets. Kids can practice their skills by themselves or compete with friends in an epic shoot-off game.

XSHOT Motor Soakers Turbo Stream

Ages: 8+ | MSRP: $14.99

Available: Summer 2026

This motorized water blaster allows kids to soak their friends without needing to stop and pump. With Fast-Fill technology and a 30-foot range, no one is safe from the splash zone.

SCHYLLING

Big Wheel Chopper | Ages: 3+

MSRP: $99.99 Available: Spring 2026

This Big Wheel updates the classic design with an adjustable seat, so kids can jump into the action at any age. Rounding out the ride-on is a set of durable decals for decorating.

RED TOOLBOX

Scotts Water Squirting Lawnmower

Ages: 3+ | MSRP: $39.99

Available: Spring 2026

Chores don’t have to be a bore. This interactive lawnmower makes yard work fun with water sprays, moving wheels, and a set of gardening tools to help kids mow like a pro.

BLUE MARBLE

National Geographic Build a Bee Habitat Kit | Ages: 6+ | MSRP: $19.99

Combining crafting and STEM, this kit guides kids through building and decorating their own bee habitat. Hang it outside and use the learning guide to document and discover more about the creatures.

SUNNY DAYS ENTERTAINMENT

Licensed Pool Floats

Ages: 5+ | MSRP: $26.99

Available: Spring 2026

Sunny Days’ collection of licensed inflatables expands with three more fan-favorite foods. Fami lies can make a splash with snacks like Doritos, Cheetos (pictured), and Lucky Charms pool floats.

EDUCATIONAL INSIGHTS

GeoSafari Scavenger Hunt Scope

Ages: 5+ | MSRP: $19.99

THIN AIR BRANDS

Anywhere Sports Pro Glow Light-Up Basketball Ages: 5+ | MSRP: $39.99

Dunk in the dark with this light-up basketball. With a rechargeable battery and a hand pump, this ball will give kids’ b-ball game a glow-up.

BICYCLE GAMES

Waterproof 4-in-1 Card Game

Ages: 6+ | MSRP: $8.99

Available: Spring 2026

Pool party fun is in the cards with these waterproof games. The set includes durable, plastic versions of four classic card games: Go Fish, Crazy 8s, Slap Jack, and Old Maid.

Available: Spring 2026

These all-in-one binoculars encourage kids to explore the world around them. Turn the dial to select an object, peer through the scope to find it, then mark it with the press of a button.

KESSCO

Candy Bouncy Scented 8-Inch Ball Ages: 3+ | MSRP: $5 | Available: Q2 2026

Each bright, bouncing ball is infused with a juicy, candy-inspired scent. There are four fruity fragrances for kids to choose from: lemon, blueberry, strawberry, or grape.

VANGO

The Original Cone Toss | Ages: 8+ MSRP: $49.99 | Available: Spring 2026

In this game, teams toss cones into a net, trying to create stacks to steal points. Battle it out in the backyard, or use the portable case to take the fun on the go.

LET’S PLAY OUTSIDE

ZURU

Bunch O Balloons Reusable Sharks Water Balloons — Three Pack | Ages: 3+ MSRP: $9.99 | Available: Spring 2026

Splash into sustainability with these re usable water balloons. Each pack contains three shark-shaped designs, complete with magnetic seals for easy, kidfriendly refilling — no knots needed.

PLAYMOBIL

RADIO FLYER

All-Terrain Kid & Cargo Wagon Ages: 1+ | MSRP: $199

This versatile folding all-terrain wagon converts from two-rider to flatbed or bench and features air tires, dual steering handles, safety seats, UV canopy, and durable fabric.

Playmobil Junior: Sand Ice Cream Shop | Ages: 1+ | Available: April 2026

With these sand toys, kids can scoop and serve sandy ice cream creations. The kit features seven pieces, including a cup and cone molds, a round scooper, and a collectible character.

SOUTH BEACH BUBBLES

PoppinColorz Galactic Color Bubble Machine | Ages: 6+ | MSRP: $29.99 Available: Spring/Summer 2026

This UFO-inspired robot moves, spins, lights up, plays music, and fills the air with swirls of colorful, stain-free bubbles. Complete with a long-lasting rechargeable battery, this machine takes outdoor play to the next level.

HASBRO

NERF Super Soaker Stomp & Soak Ages: 4+ | MSRP: $19.99

Connect this sprinkler to a garden hose, stomp on the launchpad, and watch the colorful jellyfish fly into the air. Its wiggly tentacles spray water on everyone below, showering families in fun.

SUNNY DAYS ENTERTAINMENT

Fisher-Price Pour & Play Water Table

Ages: 18 MOS+ | MSRP: $99.99

Available: Spring 2026

This water table offers a variety of interactive and sensory experiences for little ones to discover, including a waterfall rain chain, dripping garden cans, the musical Xylophone Water Way, and

LET’S PLAY OUTSIDE

KESSCO

One Piece: Kickballs

Ages: 3+ | MSRP: $8 | Available: March 2026

Each kickball features the Jolly Roger symbol and a character from the hit anime One Piece, including fanfavorites like Luffy, Zoro, Nami, Sanji, and Usopp.

PRIME TIME TOYS

Dart Zone Build it Yourself Tri-Fire Blaster | Ages: 8+ | MSRP: $24.99 Available: Spring 2026

With this kit, kids can assemble and customize their own toy blaster. As they experiment with different parts and shells, kids will also gain hands-on experience with essential STEM concepts and problem-solving skills.

THIN AIR BRANDS

Backyard Field Day

Ages: 5+ | MSRP: $24.99

With this set, kids can turn their backyard into the ultimate obstacle course. It includes foam mats, a jump rope, a stopwatch, and a handy guide with more than 50 exercises.

BIGMOUTH

Minions Dive Toys | Ages: 6+ | MSRP: $14.99

Kids will go bananas for these Minions-inspired pool toys. Toss them into the deep end for diving practice, splash into storytime in the shallows, or bring them to the beach for fun in the sun.

GOLDEN BEAR TOYS

Soccer Launcher | Ages: 6+ | MSRP: $149

Available: Fall/Winter 2026

Designed to sharpen kids’ soccer skills, this portable training aid utilizes soundactivated technology to launch soccer balls at various angles, making it easy to practice control and striking without a complex setup.

ABETTER DESIGN COMPANY

Splash Jam Bubble Tunnel

Ages: 4+ | MSRP: $19.99

Available: March 2026

Pop open this play tunnel and watch it fill with bubbles thanks to a hidden, battery-operated bubble machine and fan. When playtime is over, the set collapses and stores away for next time.

LET’S PLAY OUTSIDE

SPIN MASTER

SwimWays Monster Jam Wild Whippin’ Sprinkler | Ages: 4+ | MSRP: $21.99

Available: Spring 2026

The legendary Grave Digger inspires this 360-degree sprinkler, featuring a donut-shaped spray pattern that whips around in a complete circle, soaking everything in its path. The truck is removable from the base for independent, free-wheeling play, Monster Jam-style.

PLAYMOBIL

Playmobil Junior: Sand Bakery Ages: 1+ | Available: April 2026

Turn the beach into a bakery with this set of sand toys, featuring a triangle mold, cake server, ladle, two reversible stamps, and a chef minifigure.

SUPER IMPULSE

World’s Smallest NERF Loadout Galactic Commander Blaster Ages: 6+ | MSRP: $5.99-7.99 Available: Spring 2026

Kids can soak their friends with the mini-but-mighty Super Soaker Drench, fire darts with the Loadout Commander, or score a tiny Weather Blaster Football.

PLAYMONSTER

Giant Outdoor Spirograph

Ages: 5+ | MSRP: $24.99

Available: Spring 2026

Grab a piece of jumbo chalk and this oversized, rotating stencil to create mesmerizing spiral designs on driveways, sidewalks, and anywhere else

SCHYLLING

Big Wheel Dreamer Ages: 3+ | MSRP: $99.99

Available: Spring 2026

A modern take on a classic, this ride-on features an adjustable seat, an oversized front wheel, grippy rear wheels, and a set of weather-resistant decals for kids to trick out their ride.

KESSCO

Candy Scented Swirl Hoop | Ages: 3+

MSRP: $5 | Available: March 2026

Spin into sweetness with this candy-colored classic. Each playful pastel hoop is available in three sizes and releases sugary bubblegum and cotton candy scents as it twirls.

SUPPORTING THE NEXT GENERATION

The WiT Foundation Scholarship Program Powers Future Leaders

by ANGELINA CASTRO, Executive Director, Women in Toys, Licensing & Entertainment (WiT)

The future of our industry depends on who we invest in today. Each year, I am struck by how often the most impactful talent enters our field through unexpected paths and how powerful it can be when someone finally feels seen and knows there is a place for them here. At Women in Toys, Licensing & Entertainment (WiT), the WiT Foundation Scholarship Program is meant to be that place, offering support, access, and mentorship to help women turn ambition into confidence, connection, and impact.

As applications open for the 2026 WiT Foundation Scholarship Program, we are reminded that there is no single path forward. Each year, WiT Scholars illustrate the breadth of talent shaping our field. Their academic pursuits and career goals span business, engineering, technology, design, and storytelling, mirroring the interdisciplinary reality of how products, experiences, and brands are brought to life. The 2025 WiT Foundation Scholarship recipients exemplify the curiosity, leadership, and potential the program was designed to support.

a visual storyteller with a passion for impact. Her interests in illustration, literature, and immersive environments highlight the power of design to shape experiences and influence storytelling. Her commitment to representation speaks to the importance of diverse voices in industries of influence.

Christine Xu, a Mechanical Engineering student at MIT concentrating in product development and design, embodies hands-on creativity. Inspired early by toy design, she strives to create physical products that foster joy, connection, and imagination. Her work reminds us that thoughtful design and human-centered engineering remain essential in an increasingly digital world.

Grace Garner, a Graphic Design student at Lindenwood University, is

Isabella Chavez, a Supply Chain Management student at the University of Arkansas with a minor in Business Analytics, brings a global lens to her studies. Growing up between countries sparked her interest in how products move across borders and the systems behind everyday goods. As an incoming student organization president focused on supply chain leadership, she reflects how curiosity, service, and global thinking shape future business leaders.

Sarah Mashiat, a Computer Science

student at Princeton University, brings together technology and narrative. With a background in engineering and a focus on software-driven solutions, she reflects the direction of interactive experiences. Her work in journalism further underscores the importance of storytelling, clarity, and user-centered thinking in shaping meaningful products and brands.

Rachel Fox, a Finance and Supply Chain Management student at the University of Arkansas, represents the critical infrastructure behind every successful product. Her passion for logistics and systems thinking highlights the importance of efficient, ethical supply chains and strong operational leadership, reinforcing that business-focused roles are foundational to innovation and growth. Together, these scholars show what is possible when talent meets access and support. Their journeys reflect the range of skills, perspectives, and ambitions that continue to move our industry forward. Supporting the next generation is not only about individual growth but also about nurturing the ideas, leadership, and creativity that will define what comes next. 

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

The 2025 WiT Foundation Scholarship recipients. | Source: WiT

Q1: Which of these classics was showcased at the very first Toy Fair in 1903?

Q4: This July will see the release of a new Dr. Seuss book, celebrating the 250th anniversary of the U.S. What is that book’s title?

Toy Fair New York is back, and it’s still the most exciting stop on our annual tour. This year’s show is bigger, bolder, and packed with more fun than ever as we celebrate the industry we love. Put your toy knowledge to the test and get ready for another outstanding year of play.

Q7: Some of us remember Toy Fair in the Toy Building at 200 Fifth Avenue. What year did the show move to its current location at the Javits Center?

Q5: Playmobil has been strategically creating licensed collaborations. Which of these is not one of its partners?

Q8: Toy Fair New York is the oldest international toy fair. What’s the second-oldest, which will celebrate 75 years in 2026?

Q2: For a brief moment in time, the 2026 Toy Fair was destined to move from New York to which city?

Q3: Toy Fair New York, also known as the North American International Toy Fair, has been in operation since 1903, with the exception of three years in its 117-year history. Two were during the COVID-19 pandemic in 2021 and 2022. What other year was skipped?

Q6: What recent collaboration links Barbie with artist Vincent Van Gogh?

Q9: Which three iconic toys were inducted into the National Toy Hall of Fame at The Strong Museum’s Class of 2025?

Pursuit

JOHNNY THINKBOT (TRENDMASTERS)

Kids can chat with this bot using its included keyboard interface, and watch as it tells jokes, dances, and plays games.

WIZARD’S WORKSHOP MYSTICAL MAGIC SET (CADACO)

With this kit, kids can perform up to 12 different tricks, from making milk disappear to making balls appear to multiply while in the air. 

TOO CUTE TWINS (DSI TOYS)

These interactive twin dolls talk to each other and respond with sounds and movement. They even recognize when kids place them into their correct seat in the included stroller. 

MODO SPACE SHUTTLE (CHICCO)

This educational and easy-to-assemble space shuttle helps kids develop fine motor skills and creativity. 

POLLY THE TEKNO PARROT (TEKNO)

Polly is powered by artificial intelligence (AI), responding to touch, sound, and light with its sensors, and can repeat everything you say or learn new words. 

MALIBU CRUISER (JAKKS PACIFIC)

This electric-powered scooter, designed for kids aged 8-12, features a hand-braking system, non-slip footpads, and a maximum speed of seven miles per hour. 