The Toy Book - June 2025

IN THIS ISSUE

CEO Laurie Schacht laurie@toybook.com

Vice President & Group Publisher Jackie Breyer jackie@toybook.com

Editor-in-Chief

James Zahn james@toybook.com

Senior Editors Ali Mierzejewski ali@toybook.com

Marissa Silva marissa@toybook.com

Associate Editors Samantha Connell samantha@toybook.com

Katherine M. Hill katherine@toybook.com

Ashley Pelletier ashley@toybook.com

Assistant Editors Taylor Battle taylor@toybook.com

Ellen Slater ellen@toybook.com

Social Media Editor Nicole Savas nicole@toybook.com

Editorial Assistants Annie Marino annie@toybook.com

Stephanie Szulborski ss@toybook.com

News Writer Natalie Miller natalie@toybook.com

Art Director Joe Ibraham joe@toybook.com

Graphic Designer Elena Sorce elena@toybook.com

Director of Operations

Bill Reese bill@toybook.com

Executive Director of Sales & Marketing

James Devin jd@toybook.com

Senior Sales & Marketing Executive

Stephanie Katz stephanie@toybook.com

Account Executive

Kate Kenny kate@toybook.com

On the cover: Basic Fun! leads a new home arcade resurgence with WWE Wrestlefest and more. Tariff Alert: Please note that due to the ongoing trade war, MSRPs and product availability for items in this issue are subject to change.

Pictured above: Prairy Toy Store recently opened its doors in Newton, Kansas. See Page 30 for details on how new specialty store owners are finding their footing in a unique year.

IF YOU’RE GONNA PLAY IN TEXAS...

With challenges

looming large, industry pros saddle up for ASTRA Marketplace & Academy in search of new opportunities.

by JAMES ZAHN, Editor-in-Chief

They say that “Everything’s bigger in Texas,” and that includes the conversations happening at ASTRA Marketplace & Academy as the specialty toy industry rides into San Antonio this week.

While the show floor buzzes with hopeful optimism and hundreds of exciting new toy and game reveals, there’s an unmistakable tension hanging in the air. Tariff worries are back, and for many in attendance, the looming threat of new taxes on toys and games means tighter margins, delayed deliveries, and big decisions ahead.

At press time, imports from China face at least a 30% tariff, down from the devastating 145% duty, amid ongoing trade negotiations. Meanwhile, the majority of additional “Liberation Day” taxes hold firm at 10% on imports from most countries amid a 90-day pause that lifts July 31. Still, the future is a wild card.

FROM TARIFF-IED TO TARIFF-FREE

Uncertainty is why we’re seeing increased interest in American-made playthings, as retailers look for reliable sourcing strategies to keep shelves stocked heading into the back half of the year and the holiday season. The “Made in USA” stamp is taking on new weight, not just as a badge of pride, but as a strategic move to outpace global uncertainty. On page 48, you’ll find a curated assortment of tariff-free toys that are in stock and ready to rock from domestic suppliers.

COMMUNITY AND CREATIVITY

As tariffs reshape the industry, they’ve also shaped this issue. Be sure to check out the latest on how ASTRA (page 20) and The Toy Association (page 22) are supporting their members and keeping the play community connected and informed in an era where the world can change overnight. And while the economic landscape may be shifting, independent toy stores aren’t standing still. New shops are still opening their doors from coast to coast, proof that creativity and community can still power growth, even in the face of a challenge. While policies change, kids and families still need great play experiences, and retailers are adjusting to ensure that holidays and other gift-giving opportunities remain filled with joy. On page 30, Associate Editor Samantha Connell speaks with a group of new retailers who are answering the call.

And they’ll answer that call with a mix of new and classic products that are easy to get excited about! This issue is packed with first looks at hundreds of toys and games headed to retail later this year — including a major, Toy Book-exclusive reveal from Basic Fun! (page 46) that’s already generating buzz across mass and specialty retail channels.

We also have the latest intel on the resurgence of slime and compounds, a look back at 50 years of Schylling, and a spotlight (complete with a tariff-related pivot) on Solobo Toys.

As always, we have actionable in-

sights from Circana in Stat Shot, a look at the legal side of the business in Raising the Bar, and an update from the Ethical Supply Chain Program in Compliance & Regulations. Additionally, Shore Buddies founder Malte Niebelschuetz checks in with thoughts on how tariff troubles could spark a more sustainable supply chain (page 94). And toy history buffs won’t want to miss Flashback and Pop Quiz!

Looking ahead, The Toy Book's Pulse of Play Awards returns in 2026, and the nomination window opens later this month. Our team is also hard at work on this year's Action & Adventure and LA Fall Toy Preview issues.

If you’re in San Antonio this week, look for members of The Toy Book team on the show floor. We’ll be there with you as the specialty toy industry shows up with grit, heart, and a whole lot of play — the kind of big kid energy we could all use more of right now. This isn’t our first rodeo, so hold on, and let's rock! 

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

THE POWER OF COMMUNITY

The Most Important Constant Amid Uncertainty

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

Tariffs are the topic on every toy industry professional’s mind, and updates are coming every day — or, in some cases, every hour. With so much uncertainty and so much out of our control, how do we plan? How do we move forward? What can we count on?

We can count on our community. Whatever decision comes next from the White House, we will continue to feel the lasting effects of tariff volatility for the foreseeable future. But we’ve learned that being flexible, creative, and working together will sustain us, both in our businesses and in our personal lives, which, for the specialty toy community, are often one and the same.

CONSISTENCY IS KEY

At ASTRA, we remain consistent in our passion and belief that play is essential to the development and well-being of children as well as adults. We remain consistent in our efforts to support fair pricing for toys and the production of safe, quality toys. We remain consistent in supporting independently owned retailers

[see page 30], manufacturers of all sizes, independent sales representatives, inventors, and service providers who work to make things better and more efficient for all. We remain consistent in providing a great trade show, educational resources throughout the year, and multiple opportunities to gather, both in person and through our monthly Zoom roundtables.

MISSION CRITICAL

As we continue to face challenges, we will continue to have uncertainties. This is why we need each other more than ever. We need to collectively voice how important toys and play are, not only to the overall development of children, but to people of all ages. Without play, we will see a decline in creativity, imagination, and innovation. Play is essential, and safe, good-quality toys are vital to play.

As famed American psychologist Abraham Maslow said, “Almost all creativity involves purposeful play.” Instead of dwelling on what we cannot control, we should all focus on what we can do: Champion the power of play.

This is not the first disruption we’ve seen in the industry. Remember: we survived the threat of lead in toys, we survived the recession, we survived the pandemic, and we will survive the uncertainties we face today. At ASTRA, we do it through keeping consistent about our mission, harnessing the collective power of our community, and spreading knowledge about the importance of toys and play in our lives.

We will work together to survive and thrive. ASTRA is here to stay and we will continue to work with our play community as a whole to provide resources and support to get us through whatever challenges come our way. 

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.

Source: ASTRA

THE TOY ASSOCIATION’S ONGOING COMMITMENT TO THE SPECIALTY TOY COMMUNITY

Empowering the Toy Industry with Tools, Advocacy, and Opportunities to Thrive

by BERNADETTE BOYLE, Senior Director of Member Services, The Toy Association

The Toy Association is proud to stand shoulder-to-shoulder with the specialty toy community — including independent toy retailers, up-and-coming inventors, and emerging manufacturers — by offering dedicated advocacy, curated programming, and resources tailored to their needs. At the heart of it all is our belief that every toy company, no matter its size, deserves a seat at the table and a partner that amplifies its voice.

And what better place to share this sentiment than at Marketplace & Academy, where The Toy Association partnered

with ASTRA on two sessions that will provide insights on two key issues affecting the specialty sector. Join us on Sunday, June 1, in Room 225B at the Henry B. González Convention Center for the following educational discussions:

• Toys & Play 2025 — Toy Association Initiatives on Behalf of the Toy Industry (10 a.m.): Specialty businesses face big challenges in today’s climate, but you’re not facing them alone. Join The Toy Association’s leadership for a conversation about how the organization is leading the charge on Capitol Hill, through marketplace events like Toy Fair, the LA

Fall Preview, and beyond, on behalf of the entire industry.

• Toy Safety 2025… and Beyond (11 a.m.): Dive into timely toy safety topics and learn how your business can confidently guide customers in making informed, safe toy purchases. Attendees will walk away with free, year-round safety resources, including information on smart toys, seasonal safety, and how to be a trusted voice in your community.

These sessions are just one way we’re showing up for the specialty sector, with more initiatives planned for thoughtful advocacy, innovation, and education.

“By supporting and scaling the reach of POP, we’re creating a space where inventors and creators have the same access, exposure, and connection as anyone else in the industry.”

A VOICE THAT SPEAKS LOUDLY FOR YOU

Specialty businesses face the same regulatory challenges as larger companies, but often without the same bandwidth or resources to navigate them. That’s why advocacy is at the core of what we do. When harmful legislation threatens your business — whether it’s unexpected policy, burdensome compliance changes, or disruptive marketplace regulations — The Toy Association is already in the room, advocating on your behalf.

As of this writing, the most urgent issue we’re tackling is the rapidly evolving global tariff landscape. We’re aggressively advocating on behalf of the industry, leading a global coalition of associations calling for toys to be excluded from this trade policy. The Toy Association continues to raise the profile of the toy industry, the value and importance of play, and the need for an exclusion from tariffs with the current administration, key policymakers, and stakeholders.

We work year-round with lawmakers, regulatory agencies, and international partners to oppose harmful legislation and advocate for sensible safety standards so that your business can continue to deliver joyful, safe play. When threats to the industry arise, The Toy Association acts fast and speaks loudly.

INNOVATION STARTS HERE:

PEOPLE OF PLAY

Creativity is the lifeblood of this industry, and nowhere is that clearer than in the world of inventors and designers.

That’s why, through People of Play (POP), we’re creating a stronger bridge between innovators and manufacturers, working to ensure that great ideas never get lost in the shuffle.

The annual POP Global Inventor Pitch & Innovation Conference, taking place Nov. 5-8 in Rosemont, IL, is the largest event of its kind in the world. It’s the worldwide stage for toy and game inventors to share their ideas, connect with companies, and potentially launch the next big hit. It’s a gathering of imagination and industry where ideas spark opportunities, and smaller players get their shot.

By supporting and scaling the reach of POP, we’re creating a space where inventors and creators have the same access, exposure, and connection as anyone else in the industry.

RESOURCES YOU CAN USE — RIGHT HERE, RIGHT NOW

We know those in the specialty business wear many hats. That’s why we offer a robust library of resources made specifically for small businesses and independent creators:

On-demand education: Members gain full access to our webinar archives, covering everything from advocacy 101 and website compliance to the ABCs of brand licensing.

Tailored content: Our recently launched sessions with Amazon guide toy

manufacturers through getting started in its online store and navigating fulfillment by Amazon — two crucial areas for growing specialty businesses in today’s ever-changing retail landscape.

Safety Education Program: Our signature training equips participants with a deep understanding of U.S. and international toy safety regulations, giving you the confidence and knowledge to remain compliant.

And we’re not done. We’re constantly developing new resources based on your needs, because when you succeed, the entire industry moves forward.

At The Toy Association, we see you and we’re here for you. Whether you’re bringing your first product to market or looking to expand your reach, our mission is to give you the tools, support, and voice you need to succeed and ensure your business is protected and empowered now and in the future. 

Bernadette Boyle is the Senior Director of Member Services at The Toy Association, where she leads initiatives to support and engage the Association’s diverse membership.

She works closely with companies of all sizes across the industry to deliver high-impact tools, resources, and experiences that align with their evolving needs and business goals.

Left: At Toy Fair 2025, the Freshman Class was a special showcase in the Crystal Palace of Javits Center dedicated to highlighting first-time exhibitors. Right: Sharon Price John, (President & CEO, Build-A-Bear Workshop and Chairperson, Toy Association Board of Directors) Geoffrey Greenberg (Co-CEO, Just Play and Vice Chairperson, Toy Association Board of Directors) and Greg Ahearn (CEO & President of The Toy Association) deliver the keynote address at the 2024 People of Play Inventor Pitch & Innovation Conference to a full crowd.

Source: The Toy Association

TOP TRUMPS

Contact: Kelly Gunstone, kelly.gunstone@toptrumps.com

Stranger Things Limited Edition Top Trumps

Ages: 15+ | MSRP: $9.99 | Available now

Step into the Upside Down with Stranger Things Top Trumps. Featuring 30 cards, battle iconic characters like Vecna, Eddie, and Eleven in this thrilling travel game — perfect for Hawkins fans craving mystery, Demogorgons, and adventure!

ADVENTURE PARKS

Contact: The Sultans of Swings, Fun@AdventureParks.com

Air Pogo XTREME

Ages: 5+ | MSRP: $175 | Available now

The Air Pogo is the most awarded swing ever. Proudly Made in the USA for more than 25 years, this is the only swing that spins, swings, and bounces. Kids can move muscles, build balance, and live with adventure!

ROYLCO

Contact: Orders@roylcoinc.com

STEAM Infinity Tiles

Ages: 4+ | MSRP: 29.99 | Available now

This puzzle will make you smarter! Each 13-sided tile is designed based on the math concept of aperiodicity, meaning that the pattern will never repeat itself. This makes it a fun, brain-building toy for young and old puzzlers alike. The tiles are made with recycled plastic to ensure future puzzlers can also build problem-solving and spatial reasoning skills.

RIVAL FLYER

Contact: Miro Bouchakian, Miro@RivalFlyerinc.com

Woblong Double-Wing Flyer

Ages: 8+ | MSRP: $14.95

Available now

The Woblong Double-Wing Flyer takes catch to the next level. It throws easier, lifts higher, and glides farther, delivering nonstop action and seriously epic fun.

SAVVI

Contact: Jeff Zeitz, Sales@LiveSavvi.com

PAW Patrol Magic Paint Book

Ages: 4+ | MSRP: $4.99

Available now

Savvi Magic Paint Books let young artists bring their favorite characters to life with vibrant colors. Featuring beloved licensed characters and Savvi-inspired themes, each book, printed in the U.S., inspires creativity through fun, imaginative brushstrokes.

SAVVI

Contact: Jeff Zeitz, Sales@LiveSavvi.com

Savvi 50-piece Tattoo Pouch Ages: 4+ | MSRP: $7.99

Available now

Make a splash with Savvi’s 50-Piece Mermaid Glitter Tattoos. This set features 50 dazzling, FDA-compliant, skin-safe designs including mermaids, seahorses, and more. This product is perfect for themed events, parties, and summertime fun.

SAVVI

Contact: Jeff Zeitz, Sales@LiveSavvi.com

Savvi Build-A-Saurus Colorups Kit Ages: 4+ | MSRP: $9.99

Available now

Colorups buildable Dino paper models are a fun, hands-on activity for kids. With sturdy fold-together designs, markers, and included stickers, children can create their favorite dinosaur. This product is perfect for gifts, stocking stuffers, projects, or rainy days.

STOCK THIS!

CLIXO

Contact: hello@clixo.com

Clixo Jewelry Pack

Ages: 6+ | MSRP: $29.99 | Available now

Specially designed flowers, prisms, and charms bring your jewelry creations to life with the Clixo Jewelry Pack. Whether at home or on the runway, Clixo’s flexible, magnetic pieces inspire kids’ creative confidence and foster STEAM learning.

THE CREATORS EMPORIUM

Contact: hello@tiny-treehouses.com

Tiny Treehouses Forest Cottage

Ages: 15+ | MSRP: $39-45 | Available now

Welcome to the whimsical world of Tiny Treehouses, unique DIY kits that spark creativity, joy, and imagination. These sets add a magical touch to any space.

ACD DISTRIBUTION

Contact: Chris Corbett, info@acdd.com

CookieRun Braverse TCG: Brave Beginning Booster Display | Ages: 6+ | MSRP: $3.99 per pack, $97.72 per display

Release Date: July 11, 2025

The worldwide fandom hits the tabletop.

CookieRun Braverse Trading Card Game: Brave Beginning brings the much-anticipated TCG to the U.S. Brave Beginning contains 159 regular and 44 hidden cards. Each pack contains nine cards, and each display contains 28 packs.

ACD DISTRIBUTION

Contact: Chris Corbett, info@acdd.com

CookieRun Braverse TCG: Starter Deck Assortment Ages: 6+ | MSRP: $12.99 per deck, $64.95 per display

Release Date: July 11, 2025

Each assortment contains five different starter packs: yellow, red, purple, blue, and green. Each starter pack contains 60 cards, with multiple copies of certain cards that are ready for battle.

SANTOKI

Contact: sales@santoki.com

LEGO Star Wars Classic Keychain Light CDU 16 Piece Ages: 6+ | MSRP: $16.99 each | Available now

This assortment of 175% scale replicas of LEGO Star Wars Minifigures includes Darth Vader, Stormtrooper, Chewbacca, and R2-D2. Each fully posable Minifigure stands nearly 3 inches tall. Hold the chest button to activate the LED light in each foot.

CHILDGEN

Contact: export@childgen.com

ChildGen Natural Play Dough Ages 1+ | MSRP: 24.90 | Available now

Soft and safe, this food-grade Play Dough from Turkey delivers a premium sensory experience for kids. Free from harmful additives, it’s perfect for creative, worry-free play.

Contact: info@bookbaby.com

The Christmas Tree That Changed the World Christmastreeofkindness.com

All Ages | MSRP: $10 | Available now

This new storybook entertains and inspires kindness. It includes a free craft and app activity. Kids can meet Spruce and Holly and add ornaments by doing kind acts.

With rapidly changing tariff rates in effect and economic uncertainty lingering, specialty toy stores are navigating the same choppy waters as their vendors, learning, adapting, and evolving together as they work to fill shelves and spark joy in the hearts of little ones across the country. Trends shift, brands come and go, and each store curates its own unique style. One thing remains constant: kids still wake up eager to play with their favorite toys. Despite the turbulence, a new wave of independent toy stores is stepping up and leaning into immersive experiences and strong community ties to bring the power of play to the masses, one toy or game at a time.

STANDING OUT, SHOPPING IN

Specialty toy stores often implement different variables to stand out from mass retailers and the immediacy of online shopping, especially in light of potential price hikes. In-store events, collaborations, and unique displays can help these stores become community centers and a family’s toy retailer of choice.

Jess Stetson, Owner and Founder of The Pieceful Project, operates two stores in Northern Illinois and has tapped into a specific niche of LEGO builders, puzzlers, and gamers. Stetson’s mission was to create a safe, educational space for community members of all ages to tap into or discover new favorites, including Dungeons & Dragons or Magic: The Gathering.

“What I wanted to do was to create a bright, open space where the non-traditional demographics [of game stores] could come in and learn a new game. Our Dungeon Master is a 10-year-old kid, and he knows exactly what he’s doing, he’s all over it, and he’s just absolutely dominating, but that’s not an experience he would probably get if he were playing at a different type of store.”

The Pieceful Project offers game and LEGO set rentals, consulting services, and a consignment program for kids. Families can try before they buy, while builders can enjoy sets without needing display space. Kids can consign toys and games to earn money, gaining lessons in financial literacy and communication through low-pressure, hands-on business experiences with store staff.

Familia Toys, a new specialty toy store in Salina, Kansas, hosts several events designed to draw customers away from the screen and into the store. After opening its doors in April, the family-run business

has implemented different play days and collaborates with other local businesses on events.

“We have First Friday events where pop-ups come into our store, attracting a different client base as they [the other stores] advertise their following. We partnered with a dance studio/music studio in town and did a royal ball with everything

‘princess,’ including the royal ball gowns,” says Familia Co-Owner and Operator Yesica Swenson. At Familia, little ones can create their own wish lists in person. “We are doing toy crates so kiddos, moms, couples, and more can come make a registry for birthdays, showers, weddings, etc., then their families can come in and get their items [from the crate] on a quick

Familia Toys hosts events to lure in new customers and makes wishlist building even easier for kids and parents. | Source: Familia Toys

The Pieceful Project has geared itself to LEGO fans, gamers, and puzzle builders. | Source: The Pieceful Project

run in through lunch or can look longer if they want,” Swenson mentions. The team also has Train Play Day, where kids can play with BRIO products all day long, and Jigsaw Jams, where teams compete to finish a puzzle first.

While communal activities set independent toy stores apart from the fast-paced finds online, a few other factors contribute to each customer’s decision to buy in-store rather than online.

INCLUSIVE, IN-STORE OPTIONS

The warm, curated touch of a local store offers individualized benefits. At The Pieceful Project, inclusivity is a top priority. Stetson takes several steps to ensure customers can enjoy in-person shopping and access to much-needed resources. Both stores are certified through KultureCity, an organization that helps businesses become sensory inclusive. The larger of her two stores, in Cary, Illinois, has a sensory room.

“[For] people who want to lean in because they have neurological differences, my son is autistic as an example, the Cary store is often a better fit because if you’re feeling overwhelmed, you have that quieter space you can go to.” The retailer also provides a space for the Geek Therapy Guild, an organization that implements D&D as a therapy tool, to play.

For toy connoisseurs like Nicole Desaulniers, Owner of The Mulberry Moose

in Williamsport, Pennsylvania, opening a storefront is the first step toward magical, inclusive community experiences. Desaulniers saw a need for a local toy store, noting that families only had Walmart and other mass retailers nearby for their toy needs, and opened her storefront on Mulberry Street last summer.

“A lot of the kids here have never been in a toy store, so they come in and they’re just like, ‘wow!,’” she explains. It’s a response that Desaulniers hopes to continue hearing as she welcomes new customers and old friends.

NAVIGATING TARIFFS

At the time of publication, The White House has issued a sweeping range of tariffs on goods made outside the U.S. Toys, games, and other products relevant to the toy industry that are manufactured in other countries could face tariffs of 10-30% or higher. Since most American toy companies outsource production and several popular toy companies are based in Europe and Asia, specialty toy stores might face repercussions, but it all depends on how negotiations settle. The constant back and forth with trade policies has created difficulty and uncertainty in forecasting. For Stetson, who orders many LEGO products imported from Europe, that means scaling back on orders.

Tariffs and market volatility have a unique effect on toy stores that opened

“My interest is having something in the community and providing something for the community that they can’t get already... For me, just selling toys online isn’t doing it; it’s not my purpose.”

- Nicole Desaulniers, Owner of The Mulberry Moose in Williamsport, Pennsylvania

within the past year. Within the first year, specialty stores are still determining what products do well for their audience and what pricing strategy makes sense.

Desaulniers, who often introduces the community to new and interesting brands, has taken advantage of promotional deals and ordered stock in advance. “If I don’t have product, I can’t sell product, and who knows what’s going to happen, whether that’s even going to be an issue … But Hape and eeBoo, they’re two of my top vendors [at The Mulberry Moose],” she says. “I placed two giant orders with each of them, one to ship now, one to ship at their latest date.”

For owners who cut the grand opening ribbon right in the middle of the turmoil, it’s expected. “It is a gamble as, being new, we don’t really know our full monthto-month … given the only history we have is our opening month [April 2025],” Swenson mentions. “Tariffs are not ideal, but we are working with what we got — we really don’t know [the industry] without them, so we are just rolling with the punches.”

Despite their offerings, both productand event-wise, most specialty stores are relying on local support as they navigate supply chain challenges. “I’m hoping we can lean on the community that we have built of people who I know want us to succeed and can help lean in on that,” Stetson adds.

Mulberry Moose opened last summer as both a community-building space and toy store. | Source: Mulberry Moose

STOCKING THE SHELVES

As stockrooms shift, their operators feel confident in products that draw eyes, hands, and wallets. From puppets and puzzles to costumes and candy, there are millions of options to stock. For some, the answer to “how can I fill my shelves” dates back to childhood.

“I started with things that my own children have and love and then went from there,” Leah Gaeddert, Manager of Prairy Toy Store in Kansas, says. Part of a larger storefront and “Prairy” brand, the toy store opened in April. It features open-ended play toys like musical instruments, dolls, baby items, and more. Gaeddert says books and stuffed animals are frequently brought to the register.

Familia’s Swenson expresses similar feelings. “We have three children ourselves and always found it hard to find good quality games and educational toys within Salina, so we would always travel outside of town to find what we wanted for our kids to have as toys,” she says.

Mulberry Moose hails Schylling’s NeeDoh, Folkmanis Puppets, and assorted baby toys as big hits, but they’re not the only big hits at the store.

“Another area that does really well for me is dress up,” Desaulniers says. “Great Pretenders has been huge. People don’t have access to that around this area, and so they’ve really enjoyed coming in and doing that.” The thrill of coming into a store and trying on a princess dress just can’t be replicated digitally.

“If something in the climate of toys changed where I would be forced into the online [store], I would close. I’m not interested in doing that. My interest is having something in the community and providing something for the community that they can’t get already,” she mentions. “For me, just selling toys online isn’t doing it; it’s not my purpose.”

STICKING TOGETHER, SPECIALTY STYLE

Specialty toy stores are banding together to serve their communities in the best way possible while navigating a contentious economic climate and ever-changing global trade policies. In Stetson’s mind, having other game stores with different audiences nearby can be beneficial to all.

“I want those people [other toy and

game store owners] to be on my team because we build a stronger community together … I would much rather send somebody local than send somebody online,” Stetson says.

Following mainstream coverage of tariff concerns, and calls for advocacy from toy and game manufacturers of all sizes, the owners of new specialty toy stores have joined the chorus of voices in the industry, hoping for a change. For Desaulniers and other owners, it’s all about supporting one another.

“I’m appreciative of how the community of toy manufacturers, toy vendors, toy stores, ASTRA, The Toy Book, everyone’s coming together around this issue and really trying to figure out how we’re all going to move forward with it.” 

Samantha Connell is an Associate Editor for The Toy Book, The Pop Insider, and The Toy Insider. She loves to write, craft, and play with her adorable dog, Willow. She is a Ravenclaw, Star Wars fan (prequels included), and Clemson alumna. She also thinks that she is the favorite aunt.

Prairy Toy Store opened in April and features toys for all ages, including musical instruments, dolls, and more. | Source: Prairy Toy Store

SPECIALTY TOYS & GIFTS: WHAT’S HOT

HAND2MIND

Yoga Ball Buddy with BubblePlush Ages: 3+ | MSRP: $29.99

This inflatable yoga ball is made with BubblePlush, features a soft, washable cover, and comes with yoga cards to guide kids through mindful movements, helping them stretch, balance, and breathe.

Ages: 6+ | MSRP: $59.99

Available: September 2025

Navigate the wooden maze, collect PacDots, and avoid the Ghost Gang using the knobs in this Pac-Man-inspired Labyrinth Game. This retro-inspired maze game takes players back to the 1980s and the glory days of arcade gaming.

LUKI LAB

Pets 2 Love | Ages: 5+ MSRP: $9.99

Carry a cuddly pet in a heart-shaped purse that pops open. Includes pet, purse, and leash strap for portable play. The are four Pets 2 Love characters to collect.

HIGHLIGHTS X PLUS-PLUS

Christmas Puzzle and Play: Build with 100 Pieces | Ages: 5+ | MSRP: $16.99

Available: Sept. 23, 2025

Spread holiday cheer with this Christmas activity book for kids, which pairs more than 40 Hidden Pictures puzzles with 100 award-winning Plus-Plus creative pieces.

FAT BRAIN TOY CO.

Play Tab Go | Ages: 1+ | MSRP: $12.95

This flexible, durable case holds two tactile Play Tab tiles and clips to a stroller or car seat for sensory play anywhere. Tiles pop in and out for easy switching.

BLUE MARBLE

National Geographic Light-Up Ant Habitat Ages: 6+ | MSRP: $24.99

This light-up habitat lets kids observe ants (sold separately) as they dig tunnels in nutrient-rich gel. It includes tools, magnifiers, and a learning guide for a hands-on STEM experience.

MINDWARE

Math Sandwich Preschool Math Game | Ages: 3+ | MSRP: $15.95

Build sandwiches and practice early math with this felt food game. Kids count, add, and follow menu cards using more than 100 colorful pieces to create endless sandwich combinations.

FUNKO

Bitty Pop! Bitty Box Lilo’s Home Ages: 3+ | MSRP: $25 Available: Summer 2025

This set features Lilo with Scrump and Superhero Stitch. The hard acrylic display case opens to reveal iconic rooms from Lilo’s home, with removable bases for display.

MAGNA-TILES

Rail Racers Deluxe Ages: 3+ | MSRP: $39.99

Kids can build and race with this 90-piece magnetic tile building set. With the new Rail Racers pieces, kids can build bridges, ramps, and rails for the ball to roll down. All of this set’s pieces are compatible with other MAGNA-TILES sets.

THIN AIR BRANDS

Flip Pro Stunt Park Ages: 5+ | MSRP: $39.99

This set includes two Flip Pro bikes, ramps, and eight stunt obstacles, offering everything needed for high-flying action and incredibly thrilling bike stunts.

THE LOYAL SUBJECTS

Popples 11-Inch Plush Ages: 3+ | MSRP: $19.99

Available: July 2025

These colorful, furry creatures from the 1980s are back. Resembling marsupial teddy bears with pom-pom tails, Popples are perfect for both original and new fans.

SPECIALTY TOYS & GIFTS: WHAT’S HOT

TPG CREATIONS

Air Color Airbrush Kit | Ages: 6+ | MSRP: $45

Kids can easily create vibrant art, including smooth gradients and designs, using 10 dual-tip washable markers and a cordless airbrush.

HANDSTAND KITCHEN

Fossil Fun Cookie Stamps Ages: 6+ | MSRP: $9.99

Bake dino-themed treats with this cookie stamp set featuring T. rex, stegosaurus, and triceratops designs. Each two-piece cutter creates perfectly shaped, detailed cookies for baking fun and sharing.

RAVENSBURGER

GraviTrax Junior Frozen Set

Ages: 3+ | MSRP: $49.99

Available: September 2005

Kids ages 3 and up can build their own Frozen-inspired marble runs with this set, featuring Anna, Elsa, Olaf, and more. With themed decorations, it sparks creativity, role play, and imaginative fun.

TIGER TRIBE

Presto Racers | Ages: 3+ | MSRP: $9.99

These die-cast racing cars zoom forward with a simple push — no batteries needed. Featuring three collectible designs, they offer fast-paced fun and classic appeal in a compact size.

PI KIDS

Bluey: Oooh, Shiny! A Bluey Flashlight Book | Ages: 3+ MSRP: $21.99

This sound storybook features foiled pages that glow under the included working flashlight. With five buttons playing sound effects, it sparks imagination and nighttime exploration while safely in bed.

STIX + BRIX

Mini Sky | Ages: 6+

MSRP: $39

Young builders can create a colorful skyscraper using interlocking wood and acrylic pieces. Kids can build, paint, and decorate their own custom city skyline centerpiece.

SPECIALTY TOYS & GIFTS: WHAT’S HOT

PLANTOYS

Montessori-Inspired Baby Tissue Box

Ages: 0+ | MSRP: $17.99

Available: Holiday 2025

This Montessori-inspired toy promotes sensory play, motor skills, and object permanence. Made from sustainable materials, it supports early development and independent exploration.

SPIN MASTER

Monster Jam Mini Jams Cobra’s Crazy Escape | Ages: 4+ | MSRP: $39.99

Available: Fall 2025

This jungle-themed boost er playset includes two trucks and features wild maze tracks with a cobra escape challenge, plus a gem-themed exclusive truck for added adventure.

CONNETIX

48 Piece Roads Creative Pack Ages: 3+ | MSRP: $149.99

This 48-piece set includes sleek black magnetic quarter circles, arches, intersections, and ramps. Kids can build roads, raceways, skateparks, cities, and more. It is compatible with all Connetix sets.

GUND

Sustainably Soft Bluey

Ages: 0+ | MSRP: $24.99

Available: Fall 2025

This 13-inch plush is made from 100% recy cled materials and fea tures soft textures and huggable charm for young fans of Bluey

TOMY

Lamaze Peek-A-Moo Friendly Barn Ages: 6 MOS+ | MSRP: $14.99 | Available: Fall 2025

This plush toy encourages fine motor skills and storytelling. It features crinkle flaps, satin ribbons, and a pancake cow and hen. It also has black-and-white square patterns for visual development and a jingle ball for auditory stimulation.

TREND ENTERPRISES

Scratch ’n Sniff Stinky Stickers | Ages: 3+ MSRP: $3.99

These sticker sheets feature original 1980s designs and nostalgic scents in grape, fried chicken, and cool spearmint. They adhere smoothly to any surface.

SPECIALTY TOYS & GIFTS: WHAT’S HOT

FUN IN MOTION TOYS

Shashibo² | Ages: 8+ | MSRP: $35.99

Players can create Shashibo structures faster with fewer cubes.

Shashibo Squared is three designs in one puzzle cube, powered by 72 rare-earth magnets for more than 210 possibilities.

SUPER7

Sesame Street

ReAction Figures Wave 4

Ages: 14+ | MSRP: $20

Take a nostalgic trip with Super7’s 3.75-inch articulated ReAction Figures, starring Elmo, Baby David, Roosevelt Franklin, Alligator King, and Cookie Monster. A perfect collectible for Sesame Street fans.

CRA-Z-ART

Disney Crystal Surprise Series 2

Ages: 3+ | MSRP: $5

Each ball includes one crystal mini figure, two themed accessories, and a surprise compound. Dip figures in warm water to reveal hidden details and collect all 16. Series 2 features fan favorites Ariel, Olaf, Mulan, and more.

PMI KIDS’ WORLD

UFC Punching Bag

Capsule | Ages: 8+ | MSRP: $9.97

Step into the Octagon with this surprise toy. Each capsule contains one of 12 articulated mini action fighters, with their own accessories. Housed in a mini UFC punching bag, the capsule doubles as collectible packaging.

EDUCATIONAL INSIGHTS

Slidewise

Ages: 8+ | MSRP: $12.99

This strategic word game offers more than 1,000 possible challenges, testing players’ problem-solving skills with each five-letter word they create.

THAMES & KOSMOS

Gecko Run: Marble Run

Challenge Edition

Ages: 8+ | MSRP: $69.95

The Gecko Run Challenge Edition features 32 challenge cards, two launchers, and enough parts for two players or teams to build competitive marble runs, making engineering fun and thrilling.

SPECIALTY TOYS & GIFTS: WHAT’S HOT

JADA TOYS

Metalfigs Minecraft (Wave 4)

Ages: 8+ | MSRP: $4.99

These 2.5-inch die-cast figures feature premium weight and detail for display. It’s a must-have collectible for gamers or a unique gift for any Minecraft enthusiast.

CARRERA REVELL OF AMERICAS

Carrera Hybrid | Ages: 12+ | MSRP: $199.99

Available: September 2025

This advanced racing system combines real-world competition with AI-driven gameplay. Race up to 30 drivers and battle head-to-head with 16, using 1:50-scale cars with LED lights and custom settings through the Carrera Hybrid app.

INCREDIBLE GROUP

Incredible Silent Sports Ages: 8+ | MSRP: $14.99

Available: Summer 2025

The Incredible Silent Sports balls offer noiseless kicks, dribbles, and swings with silent soccer, basketball, and baseball (pictured) so that kids can sharpen their skills without noisy distractions.

TREE TOWN TOYS

Yes & Know: The Original Invisible Ink Game Books Ages: 7+ | MSRP: $9.99 | Available: Summer 2025

After nearly 50 years, Yes & Know is back with a fresh six-title lineup and Surprize Ink color technology. This classic invisible ink game book offers fun and engaging entertainment for kids and families on the go.

NOLJA

Nolja Wonderful World 100-Piece

Jigsaw Puzzle | Ages: 5+

MSRP: $24.99

This colorful puzzle invites kids to explore countries and cultures across the globe. Fun facts add a learning twist, encouraging storytelling, discovery, and hands-on skill-building through play.

PALS & CO.

Bento Besties — Yummables Blind Box

Plushies | Ages: 3+ | MSRP: $12.99

These soft keychain plushies bring snacks to life, including shrimp tempura, onigiri, and boba. Each surprise box holds one of 12 collectible characters, including rare and ultra-rare finds.

ZIPSTRING

ZipString Luma | Ages: 4+ | MSRP: $29.99

Send a looped string soaring through the air using gravity, lift, tension, and drag. As the phosphorescent string zips through the device, a built-in LED charges it mid-flight, creating an electrifying glow.

SUDDY BUDDY

Suddy Buddy Bath Toys | Ages: 3+ MSRP: $9.99 | Available: Summer 2025

Each pack includes four colorful characters designed to make bath time more playful. With two unique teams to collect, kids can spark imaginative stories during every splash-filled soak.

MERRYMAKERS

Dog Man’s Commander Cupcake 12.5-Inch Plush | Ages: 5+ | MSRP: $30

This 12.5-inch plush of Commander Cupcake has bold embroidery, soft fabric, and is inspired by Dav Pilkey’s bestselling series Dog Man

A BETTER DESIGN COMPANY

Aqua Sword | Ages: 6+ | MSRP: $19.99 Available: Summer 2025

Swing into Summer 2025 with the Aqua Sword. This outside water toy delivers splashes with every strike. Available in two bright colors, these safe swords soak the target with water on contact.

JAQUES OF LONDON

Baby Music Set | Ages: 18 MOS+ | MSRP: $25

This five-piece set includes sustainably made instruments sized for toddlers, from egg shakers to a rainmaker. It encourages early musical exploration and fine motor development.

At Basic Fun!, tapping into nostalgia is more than just a trend — it’s a mission. Known for reinventing classic toys and pioneering its long-running line of Handheld Arcade Classics, the company is leveling up this year with a bold leap into the world of home arcade machines.

“We’ve been in the handheld video game business for a long time,” says Basic Fun! CEO Jay Foreman. “We love the category and saw a gap, as did many licensors. We decided to fill the gap, and our customers have responded well so far.”

According to Dan Westcott, Senior Vice President of Global Marketing at Basic Fun!, “Expanding into Home Arcade was a natural next step. It complements our successful Handheld Arcade Classics portfolio and completes the full arcade experience.”

With prices ranging from $180 to $600, Basic Fun! is targeting families and kidult collectors alike. “The range reflects the balance between scale, quality, and value,” Westcott explains. “We focused on delivering an authentic arcade experience while keeping it accessible.”

NEWSTALGIA

That authenticity is key. Basic Fun! isn’t just slapping retro art on some generic machines. “We use original game

code, cabinet designs, and true-to-arcade controls. These aren’t interpretations, they’re reproductions of the real thing,” Westcott says.

The second wave of home arcade gaming follows a boom that began in 2018 and quickly hooked a cross-generational audience eager to bring the arcade experience home. Exploring the market since then has brought a deeper understanding of what fans want. “We looked at what worked — and what didn’t — and focused on a tight offering securing some of the best, most popular games in the arcade space,” he says.

And yes, the Basic Fun! team is listening online. “We’re absolutely tuned into what fans say on Reddit, YouTube, and more,” Westcott says. “It helps us stay sharp and deliver the best experiences.”

To ensure each unit delivers the true arcade experience, the company paid careful attention to everything from cabinet art to joystick feedback. “We scaled down without scaling back,” he says. “We prioritized every detail to deliver that satisfying arcade click and visual impact.”

While the cabinets use original game ROMs, Basic Fun! found smart ways to keep things premium without blowing up the price. The machines feature a mix of molded plastic and wood hybrids, true micro-switch joysticks, backlit marquees, and high-resolution screens. “Premium

where it counts in the gameplay experience, smartly spec’d to stay accessible,” Westcott notes.

Connectivity features like Wi-Fi aren’t included in the initial rollout, but they are on the future roadmap. For now, the focus is on faithfully re-creating the past. Durability was also a must. “Each unit is rigorously play-tested, from ROM QA to age-tested controls and protected deck art,” Westcott says.

KEY PLAYERS

Working with legendary IP holders like Atari was another big win. “Incredible,” he says of the collaboration. “Atari is the foundation of arcade culture.” And then there’s WWF WrestleFest, a cult favorite from 1991 that returns under the WWE brand. “It’s a fan-favorite and has never been done before in the home arcade space,” Westcott says.

Some cabinets will feature single iconic games, while others will offer curated collections. Placement will vary by retail channel, with some going to the toy aisle, others to electronics. And yes, there will be retailer exclusives with alternate artwork and bonus content.

“Retailers love the approach, the nostalgic positioning, value proposition, and suite of titles,” Westcott says. The company is working on special displays, branded packaging, and online assets to help the line stand out in-store and online.

Arcade Classics Home Arcade | Ages: 6+

MSRP: $179.99-599.99 | Available: Fall 2025

Families can bring the retro fun of classic arcades home. With an authentic arcade experience, classic gameplay, and original cabinet art, these true-to-arcade reproductions deliver the nostalgia of the games that players loved. Arcade Classics’ new Home Arcade line includes tabletop and stand-up cabinets featuring classic games like Centipede and Tempest, as well as exclusive Atari- and WWE-licensed games.

BOSS LEVEL

As for the bigger picture, this isn’t a one-and-done. “Holiday is key, but we see year-round tentpole moments to spotlight the category,” he adds. “Retail drives broad awareness, while direct-to-consumer allows us to engage deeply with fans.”

For Basic Fun!, the home arcade is more than just a side quest — it’s a full-on campaign. “We look to be the go-to No. 2 player in the category very quickly,” Foreman declares. Game on! 

Source: Basic Fun!

Atari’s Tempest Tabletop edition

Source: Basic Fun!

MADE IN THE USA*

STEP2

Up and Down Roller Coaster Ages: 2+ | Ages: $139.99

Bring amusement park excitement home with a 9-foot roller coaster track and ATV-inspired ride-on car. Perfect for active, yearround play indoors or outdoors, it stores easily and expands with additional track pieces, sold separately.

SD TOYZ

Perfect Craft Copy Cast Hand Mold Kit | Ages: 8+ MSRP: $24.99

Kids can create strong, detailed keepsakes with this hands-on casting kit. It includes everything needed for little artists to mold, cast, and decorate.

2MAMABEES

Aviana Gourmet Play Kitchen Ages: 2+ | MSRP: $1,070

Encourage imaginative, sensory-rich play with a stylish farmhouse kitchen featuring clicking knobs, turning handles, and a magnetic chalkboard — perfect for creative indoor play spaces.

KIDDY CRAWLER

Crawligator | Ages: 4 MOS+ | MSRP: $89.99

Babies can rest comfortably on their tummies atop this alliga tor-themed toy, then use their arms and legs to move forward in a crawling motion. Available in seven colors. For children up to 50 lbs.

Pictured: The Step2 factory in Streetsboro, Ohio | Source: Step2

*Products may be 100% made in the U.S., designed and assembled in the U.S., or made in the U.S. from domestic and imported parts. Consult each manufacturer for full details.

SOUTH BEACH BUBBLES

WOWmazing Concentrate Kit

Ages: 6+ | MSRP: $15.99

These giant bubble wands create long, giant bubbles thanks to a two-handle design, which has been used to set every big bubble world record in the last 30 years. It comes with a set of giant bubble makers, two pouches of bubble concentrate, and a booklet containing tips and tricks.

THE UNITED STATES PLAYING CARD CO.

Bicycle Standard Index 808 Playing Cards | MSRP: $4.99

Made in the USA for 140 years, Bicycle playing cards are a household staple, known for their quality, heritage, and ability to bring people together.

LITTLE KIDS, INC.

Fubbles No-Spill Big Bubble Bucket

Ages: 18 MOS+ | $14.99

For mess-free bubble fun, Fubbles No-Spill Big Bubble Bucket keeps bubbles in and spills out. Includes three wands, perfect for parties, picnics, and outdoor play.

FLABOCCE

The Americano Ages: 4+ | MSRP: $39.99

Flabocce is a modern twist on Bocce Ball, featuring soft, hexagonal “Flabs” for creative, strategic play anywhere.

MGA ENTERTAINMENT

Little Tikes Cozy Coupe Ages: 18 MOS+ MSRP: $64.99

This American classic fea tures working doors, a horn, spinning wheels, and a removable floorboard, encouraging active play, imagination, and motor skills indoors or outdoors.

SOLOBO TOYS

Emotion Friends Ages: 3+ | MSRP: $18.99

These interactive 3D-printed figures help kids explore and express emotions through play, making it easier to recognize and navigate their feelings. Flip to page 62 for more on Solobo Toys.

MADE IN THE USA

PEG PEREGO

John Deere Ground Force Tractor Ages: 3+ | MSRP: $299.99

Kids can enjoy an FM radio while driving a large John Deere tractor with an extra-large detachable trailer. The tractor features two speeds, a 12-volt rechargeable battery, and has an 85-lb weight capacity.

STEP2

Step2 Whisper Ride II

Ages: 18 MOS+

MSRP: $89.99

Toddlers can cruise in style with a ride-on car featuring a movable steering wheel, realistic horn, under-hood storage, and Whisper Wheels for a quieter, more comfortable ride.

FRIENDLY LOOM BY HARRISVILLE DESIGNS

Traditional Potholder Loom Kit

Ages: 6+ | MSRP: $19.95

This weaving kit promotes concentration and fine motor skills. It features a steel alloy loom, a metal weaving hook, a crochet hook, and enough cotton loops to create a pair of durable, machine-washable potholders.

VAT19

The $50,000 Jigsaw Puzzle Prank Ages: 3+ | MSRP: $14.99

This hilarious hoax wastes time and delivers pure disappointment. Recipients can complete the puzzle, scan the QR code, and enjoy the dramatic fake prize reveal before the twist hits. Perfect for creating priceless reactions.

LARKIN

Trouble the Dog Ages: 3+ MSRP: $44.95

Trouble the Dog is a unique plush comfort toy made in the U.S. Its body is crafted from imported silver minke for a soft, luxurious feel.

THAMES & KOSMOS

Space Gummy Candy Lab Ages: 6+ | MSRP: $19.95

Kids can make space-shaped gummies and model the solar system while exploring STEM concepts like chemistry, measurements, and phases of matter. This kit makes up to 72 gummies in 13 shapes.

MADE IN THE USA

CRA-Z-ART

USA Gold Pencils

MSRP: $2.79 (12 ct) $6.99 (48 ct)

USA Gold No. 2 HB pencils are made from premium American wood. They feature latex-free erasers and superior graphite for smooth, easy writing. The pencils are pre-sharpened for immediate use.

SILVER CIRCLE PRODUCTS

Mini Terrariums Ages: 4+

MSRP: $4.99

Encourage families to grow a variety of top-selling plants, including Fly Trap Friends, Miraculous Moving Plant, Fairies Flower, Snagging Sundews, and more. Order by variety or in a counter display with some of each.

HIGHLAND CREEK PUZZLES

Aquatic Life of South Carolina 1,000-Piece Puzzle | Ages: 13+

MSRP: $23.99

Puzzlers can discover the fascinating creatures of the ocean with this collection, showcasing aquatic life commonly found in South Carolina’s coastal waters.

FIGGY

The Figgy Ages: 0+ MSRP: $269

The Figgy is a versatile play couch that encourages movement, creativity, and connection. It transforms for endless play with sturdy cushions, a dynamic wedge pillow, and a Velcro system. Made from domestically-sourced FiggyFoam, it’s waterproof, washable, and certified safe for kids.

LUKE’S TOY FACTORY

Luke’s Big Box of Trucks Ages: 3+ | MSRP: $99.95

This set of five eco-friendly trucks promotes fine motor skills, creativity, and social play with mix-and-match parts, flash cards, and sink-wash able, paint-free design. The set includes a Recycling Truck, Fire Truck, Stake Truck, Tipper Truck, and a Cargo Truck with little boxes.

CONSTRUCTIVE EATING

Tractor Utensils

Ages: 6 MOS+

MSRP: $10.95

Bring fun to mealtime with easy-grip handles and vibrant tractor colors. Perfect for little ones, these utensils turn every bite into a playful farming adven ture. They are available in green and orange.

MADE IN THE USA

SIMPLAY3

Rock and Roll Teeter Totter

Ages: 18 MOS+

MSRP: $49.99

Toddlers can practice and learn balance and body control on this two-person seesaw that spins and rocks. Flip the teeter totter upside down for crawling tunnel play. It has comfortable seats with high backs and easy-grip handles.

ZB DESIGNS

Wigglitz | Ages: 3+ | MSRP: Varies

Wigglitz is a vibrant, interactive 3D-printed toy designed to bring joy to every age. Hundreds of designs are available, including fidgets, characters, and vehicles. Sold in bundle packs, theme packs, bubble packs, and more. A make-your-own bundle bin is available for specialty retailers.

TREND ENTERPRISES

Themed Vinyl Stickers

Ages: 6+ | MSRP: $4.99

These sticker sheets include Pickleball and 1980s-themed designs that adhere smoothly to any flat surface.

BUFFALO GAMES

Wicked Pink Goes Good with Green 500 Piece

Puzzle | Ages: 14+ | MSRP: $12.99

Celebrate Universal Pictures’ Wicked with a 500-piece puzzle featuring Elphaba and Glinda. Made from recycled materials, it includes a bonus poster for reference. Perfect Snap pieces ensure every piece fits soundly.

JUST PLAY

Original Slinky | Ages: 5+ | MSRP: $3.99

Invented by mechanical engineer Richard James in 1943 during an experiment with tension coils, this classic metal spring toy walks downstairs, alone or in pairs, and makes a slink-ity sound.

CRA-Z-ART

RoseArt 1,000-Piece Jigsaw Puzzles

Ages: 8+ | MSRP: $9.99

Enjoy, relax, and de-stress with a variety of puzzles, including Kodak puzzles with vibrant photography, the nostalgic Back to the Past series featuring designs from artist Chris Bigelow, and more.

MADE IN THE USA

EASY PLAYHOUSE

Easy Playhouse

Sand Castle

Ages: 3+

MSRP: $34.99

Kids can create, color, and explore with this undersea-themed cardboard castle. It’s perfect for imaginative play, storytelling, and group fun inside or outside.

17 Wave Slide | Ages: 5+

EUROGRAPHICS

VW Beach Fun

300-Piece Puzzle

Ages: 9+

MSRP: $16.99

Capture beachside vibes with this 300-piece puzzle featuring a retro van, moonlit surf, and vibrant colors.

Oversized pieces offer easy handling and relaxing assembly.

inflatable slide offers wet or dry fun. Its climbing surfaces are non-slip, the misting system is easy, and the compact design makes setup effortless.

GIBSONS GAMES

Sherlock Holmes 1,000 Piece

Jigsaw Puzzle

Ages: 14+ | MSRP: $24.99

Piece together a moody London scene celebrating literature’s most iconic detective. This puzzle invites sleuths to explore hidden details and timeless Sherlock Holmes imagery.

MGA ENTERTAINMENT

Little Tikes x Bluey Collection

Ages: 1+

MSRP: $59.99-74.99

The Little Tikes x Bluey collection features interactive toys like a water table (pictured), car coupe, and sandbox, inspiring imaginative outdoor play, creative adventures, and sensory fun, Bluey-style.

WOODPECKER LABS

Coaster Greetings | Ages: 18+ | MSRP: $7.95

Slide, sip, and save the memory. These unique cards combine a reusable coaster with a writable message for a sustainable gift. A toy adjacent add-on for specialty retailers.

MADE IN THE USA

SIMPLAY3

Big River & Roads Water Play Table Ages: 18 MOS+ | MSRP: $109.99

This raised water and track table offers endless fun with toy boats, cars, movable bridges, and a spinning water wheel. It is perfect for collaborative play and easy to clean.

CRAZY AARON’S

Crazy Aaron’s Land of Dough Green Frog Mini Cup | Ages: 3+ MSRP: $3

Squish, smash, and roll with this 1-ounce two-tone dough, featuring a jolly frog stamp. Land of Dough promotes creativity, tactile play, and endless fun for kids.

REKENNECT

BLITZ CHAMPZ

Blitz Champz Philadelphia Eagles Card Game Ages: 7+ | MSRP: $24.99

This fastpaced football card game blends strategy and math skills. It’s easy to learn, fun for families, and perfect for 2-6 competitive fans. Additional NFL editions are available.

TK’S TOY BOX

Snapo Advanced Builder (300pcs) Ages: 3+ MSRP: $34.99

These snap-together blocks connect on all sides with satisfying clicks, encouraging STEAM learning, creativity, and fine motor development through open-ended, U.S.-made building fun.

retroWORLDS Battle Pack Playsets | Ages: 4+ | MSRP: $69.99-209.99

Kids and kidults can “lightspeed back to playtime” with this retro-inspired collection of modular playsets and accessories. Designed to pair well with most 3.75-inch action figures, each set features MagKennect, an inte grated magnet system that makes for easy assembly and disassembly with no instructions. Five sets are available, including the newly released Command Center (pictured), the biggest set yet. Action figures sold separately. Made in Georgia with imported magnets.

MADE IN THE USA

CHATTYSNAPS

ChattySnaps and Tales Ages: 4+ | MSRP: $2.99-15

ChattySnaps are retro-vibe collectibles designed for kids and kids-at-heart and are always ontrend. Created by two mompreneurs, they can be snapped onto Tales and other ChattySnaps gear for self-expression on the go.

READY PLAYER N

Rock Paper Scissors Wizard Croc | Ages: 7+ | MSRP: $18.99

Rock, paper, scissors gets a twist with this family card game, which adds a wizard, a crocodile, and some wild cards, too. Players take turns laying their cards, battling, and strategizing over multiple rounds for rewards — and to win.

STRACT CORP.

The Doll For All | Ages: 8+ MSRP: $275 each | Available: Fall 2025

Hailed as “the first vinyl-like dolls made in the U.S. in decades,” Evie and Max are 18-inch dolls with 41 points of articulation. Poseable like an action figure, these dolls are the first in a planned series featuring additional disabilities.

ATLANTIS TOY AND HOBBY

Tom Daniel Pie Wagon 1:24 Show Rod Ages: 14+ | MSRP: $32.99

This 1:24-scale Skill Level 2 model kit comes molded in the original reddish purple color with clear, brass, and chrome-plated parts. The kit includes rubber tires, an updated decal sheet, and a collectible copy of the original sell sheet signed by Tom Daniel himself.

BUBBLE UNIVERSE

Bubble Lick Cotton Candy Flavored Bubbles Ages: 2+ | MSRP: $5.99

Made with food- and USP(pharmaceutical) grade ingre dients in an FDA-registered, CGMP-certified, allergen-free facility in the U.S., these lickable bubbles are great for kids and pets alike.

CREATEON

Daniel Tiger’s Neighborhood Ride Along Trolley | Ages: 3+ | MSRP: $49.99

Inspired by the PBS KIDS Series Daniel Tiger’s Neighborhood, this 15-piece magnetic tile set features vibrant imagery. It can be built and rebuilt in multiple configurations and is compatible with most magnetic tile brands.

In 2023, Courtney Peebles and her husband, Daniel, were struggling to find developmentally appropriate toys for their sons. Their older son was ready for more complex toys that weren’t safe for kids his age, and their younger son had developmental delays that also made it difficult to find good toys.

“A lot of the toys in the market are specific to developmental stages, and at their age, it just wasn’t working,” Peebles says.

So, Peebles, who was already looking for a way to stay at home full-time to support her younger son, started designing toys specifically for her kids and launched Solobo Toys. The Learn and Drop playset, for example, was designed for Peebles’ son with cerebral palsy.

“We went down the entrepreneur path, and we launched the first two toys in March 2023,” Peebles says. “With in three months, we were featured in Forbes, and everything kind of snow balled from there. Our community and our customer base are really built organically. We have a strong com munity on Instagram, and we have really loyal customers who have helped us get to where we are.”

Two years later, Solobo Toys won The Toy Foundation’s Toy of the Year (TOTY) Award for Best Plush for its Emotional Baggage playset. The set features eight plush stress balls, each representing a different emotion. Kids can store these plush stress balls in the included canvas drawstring bag.

I was like, ‘She’s going to take it.’ I was just there enjoying the food, and when they called our name, I was like, ‘I’m not prepared for this.’ I was really blindsided. It took a while for it to actually set in that it happened.”

As Solobo Toys looks to the future, the company is preparing for the impact of tariffs by increasing production of 3D-printed toys, like the company’s new Emotion Friends, 3.5-inch figures featuring different emotions, including happy, sad, scared, silly, and more. Solobo Toys currently has five 3D printers running to create the company’s new designs, but it is also preparing to launch 3D-printed versions of existing toys that are currently made out of wood.

“I’m a planner by nature,” Peebles

“I did not expect to win,” Peebles says. “We had Ms. Rachel in our category, and

explains. “I couldn’t just sit around and hope that things were going to be fine.”

With roots in a personal need and a mission grounded in inclusivity and accessibility, Solobo Toys continues to grow with purpose. As the company scales its business and navigates a shifting global market, Peebles remains focused on the reason she started it all: creating toys that every kid can enjoy, no matter their age or ability. 

Pelletier is an Associate Editor for The

Ashley

Toy Book, The Toy Insider, and The Pop Insider with a master’s in journalism from Quinnipiac Uni versity. When she isn’t writing her latest story, she is reading a fantasy novel or re-watching one of her three favorite TV shows. She’s also a big fan of showing people pictures of her two dogs and cat.

Emotional Baggage includes eight different expressions to help kids identify their emotions. | Source: Solobo Toys

SHARED ADVENTURES & HEATED BATTLES

WINNING MOVES

Fuzzy Butts | Ages: 6+ | MSRP: $9.99

After rolling the dice to see if they count colors or animal butts, players race to slap their odd or even card on the Big Bear Butt to earn the most points.

FAT BRAIN TOY CO.

Magshuto Stunt Park | Ages: 6+ | MSRP: $19.95

Kids can quickly load and launch their MagPods for endless trick shots and high-flying actions as they build skills to become a Trick Shot Master. This action-packed set features ramps,

MOOSE GAMES

Poppy Playtime Factory Frenzy Game Ages: 9+ | MSRP: $19.99 | Available: July 2025

Inspired by the Poppy Playtime universe, this board game delivers easy-to-learn Chinese Checkers-style gameplay with obstacles, pieces, and game elements from the video game series.

MASTERPIECES

Tabletop Cornhole Ages: 13+ | MSRP: $29.99

Represent the Bills Mafia with this Buffalo Bills NFLlicensed cornhole, featuring two wooden boards and eight mini bean bags with the team colors and logo. Additional NFL teams are available.

Source: Fat Brain Toy Co.

SHARED ADVENTURES & HEATED BATTLES

ELENCO

Soccer Shot

Ages: 7+ | MSRP: $99.99 | Available: July 2025

Kids can build a Snap Circuits set that turns into a soccer game where one kid takes penalty kicks, and the other defends the goal. The first player to score nine goals wins.

HASBRO

CONNECT 4 Frenzy

Ages: 8+ | MSRP: $14.99

Available: August 2025

Instead of dropping discs one player at a time, everyone plays all at once by bouncing them off the table into the horizontal grid with the goal of getting four in a row.

THAMES & KOSMOS

The Crew: Family Adventure – Marooned in Paradise

Ages: 8+ | MSRP: $14.95

Available: Fall 2025

Stranded on a desert island, players eat, sleep, and make decisions with the goal of getting home. To escape, players play cards to complete a series of 35 missions with out speaking to each other.

JAQUES OF LONDON

Wooden Animal Skittles | Ages: 1+ | MSRP: $29.99

Designed for indoor and outdoor play, this sustainable, eco-friendly bowling set includes a wooden ball and 10 colorful pins featuring farmyard animals.

SCHYLLING

Match ‘N Sniff

Ages: 5+ | MSRP: $16.99

Kids try to complete three Recipe Cards by correctly identifying scents with the scratch and sniff tokens. The game also features Garbage Can cards, which add extra challenges and special advantages.

RAVENSBURGER

Minecraft Builders & Biomes Junior

Ages: 5+ | MSRP: $24.99

Available: Fall 2025

In this Minecraftthemed board game, players build a farm using a pickaxe and a shovel to collect books and create stables for the animals.

SHARED ADVENTURES & HEATED BATTLES

GOLIATH

Critter Kitchen

Ages: 10+ | MSRP: $39.99

In a game filled with critter chefs and delicious dishes, players must impress the celebrity critic by taking on foodie challenges, sending chefs to shops, and serving stunning seven-course meals.

RAINBOW QUEST

HASBRO

REBOUNCE Action-Packed Electronic Game

Ages: 8+ | MSRP: $19.99

Available: August 2025

Players go head-to-head by bouncing the squishy foam ball off the tabletop trampoline to opponents. The set has three game modes, features lights and sounds, and includes all-inone storage.

SPIN MASTER

Tetris: The Board Game

Ages: 8+ | MSRP: $19.99

Available: Fall 2025

Celebrate more than 40 years of Tetris with a family board game in which players drop tetrominoes on their boards to create lines, block opponents, and score points.

Ages: 7+ | MSRP: $6.49 | Available: Fall 2025

This version plays like the regular card game with added golf-related twists. With cards laid out in a 2x3 grid, players match colors and numbers with the goal of getting rid of high numbers and keeping lower values.

Rainbow Quest! | Ages: 11+ | MSRP: $60

Players can test their knowledge about LGBTQ+ culture and history by advancing along a rainbow pathway featuring fun and revealing challenges. This game inspires heartfelt dialogue and acts as an educational resource for the LGBTQ+ curriculum.

EDUCATIONAL INSIGHTS

Kanoodle Shape Escape

Ages: 7+ | MSRP: $24.99

Available: Summer 2025

Players race against time to construct a shape that matches the hole in the wall.

SCHLEICH

BattleCave Arena: Lava vs. Shadow

Ages: 7+ | MSRP: $59.99

Compatible with other BattleCave sets, this arena features a showdown between the Fire Bull and the Shadowhound. Kids use their creatures to compete and lure opponents into their BattleCaves.

SHARED ADVENTURES & HEATED BATTLES

MANTIC GAMES

Halo: Flashpoint Spartan Edition Ages: 13+ | MSRP: $100

The two-player game takes place in the War Games combat arena and features a range of classic Halo weapons and game modes. Players try to defeat the Banished Elites by playing as a Spartan fireteam commander.

TOMY

Bluey Screwball Scramble | Ages: 5+ MSRP: $29.99 | Available: Fall 2025

This blue heeler is ready to beat the maze! Help Bluey through this retro game obsta cle course as fast as possible. Wobble across the table maze, rock across the tiling walkway, and more.

LEARNING RESOURCES

Dumpling Dash! Fine Motor Math Game

Ages: 5+ | MSRP: $19.99

This educational, dumpling-inspired game features math elements like counting, number recognition, and players use chopsticks or colorful dumplings while developing hand-eye coordination and dexterity.

THE OP GAMES

CLUE: Avatar: The Last Airbender Ages 8+ | MSRP: $44.99

When Aang’s sky bison goes missing, players must uncover who took Appa, where he’s been taken, and what distraction was used in this edition of CLUE inspired by Avatar: The Last Airbender

RAVENSBURGER

Disney Lorcana TCG — Fabled Ages: 8+ | MSRP: $5.99-49.99

Available: Fall 2025

The Fabled set introduces new franchises to the trading card game, which features unique gameplay and beloved Disney characters in familiar and fantastical forms.

MAESTRO MEDIA

The Smurfs: Hidden Village Ages: 8+ MSRP: $39.99

In this cooperative board game, Gargamel has ransacked the Smurfs’ village, and players must save the day by rescuing lost Smurfs, rebuilding their mushroom houses, and baking tasty treats.

CREATIVE CORNER

SUPER IMPULSE

THE LEGO GROUP

LEGO Minecraft Woodland Mansion Fighting Ring | Ages: 10+ MSRP: $49.99

This 491-piece set features LEGO brick versions of Minecraft’s Steve, Garret, Henry, and a chicken jockey at the mansion clash. Yes, “Chick en Jockey!”

World’s Smallest You Create Series 2 | Ages: 6+ | MSRP: $6.99-9.99

Series 2 includes a Light Box Scratch & Draw Kit, Stamp Art, and Watercolor as mini crafting sets. Kids can scratch away to reveal designs, use eight stamps to make new art, and paint with a tiny watercolor set.

FISHER-PRICE

Fisher-Price Wooden Color Wheel

Puzzle | Ages: 3+ | MSRP: $14.99

Available: Fall 2025

Kids sort colorful, chunky wood shapes into corresponding slots with this 18-piece puzzle.

Source:

TOMY

Jixelz Remix Kirby 200-Piece Puzzle Set Assortment Ages: 8+ | MSRP: $8.99 | Available: Fall 2025

Kids can display and build Kirby with 200 micro puzzle pieces, a template, and a display hook.

FAT BRAIN TOY CO.

Plip Charms | Ages: 4+ | MSRP: $8.95

Accessorize silicone bracelets with a satisfying pop. Each set includes a bracelet, a ring, and eight charms.

BLUE MARBLE

National Geographic Paint Your Own Solar System Ages: 8+ | MSRP: $19.99

Young scientists can paint 3D models of the solar system with nine stick-on magnets, six paint colors, two paintbrushes, constellation cards, and a poster.

LITTLE TIKES

Creative Chefs Pizza Kit Ages: 3+ | MSRP: $24.99

Bakers can create play treats with the Make-It! Mix sand themed as pizza dough, mozzarella cheese, and tomato sauce. The 22-piece playset also includes a light-up oven, utensils, recipe cards, and more.

RAVENSBURGER

Harry Potter Hylkies Ages: 10+ | MSRP: $12.99 | Available: Fall 2025

Kids create characters, like Harry Potter, as a capsule using 54 puzzle pieces.

THEORY11

Lord of the Rings Jigsaw Puzzle Ages: 14+ | MSRP: $24.95

This 1,000-piece puzzle features green-and-gold foil, art from Theory11’s Lord of the Rings Playing Cards, and a secret message upon completion.

CREATIVE CORNER

IGLOO BOOKS

Disney Doodles | Ages: 5+

PLAYMONSTER

The Original Electronic Spirograph Machine

Ages: 8+ | MSRP: $24.99

Available: Fall 2025

This Spirograph machine makes creating unique patterns easier than ever. The set comes with five markers, a template, and 60 sheets of multicolored paper.

Kids can learn to draw their favorite Disney characters with this set, which comes with a 64-page sketchbook, instructions, a built-in easel, pencils, and more.

HORIZON GROUP USA

Bluey Decorate Your Own Light Up Projector Ages: 3+ | MSRP: $14.99

Kids can customize the projector with scratch-to-reveal stickers, then discover different Bluey or planetary scenes and play with the included figurines.

EDUCATIONAL INSIGHTS

3D Sticker Maker Kit Ages: 5+ | MSRP: $19.99

This set features stickers including animals, foods, and more, so kids can create their own 3D stickers.

THIN AIR BRANDS

EZ-Sketch | Ages: 3+ | MSRP: $29.99

Kids can trace and draw using the light-up projection feature, 48 traceable cartoon drawings and 16 full-color tracing characters, six markets, six scene trace papers, and more.

HASBRO

Play-Doh Tales of the Teenage Mutant Ninja Turtles

Slice & Blast Pizza Playset | Ages: 4+ MSRP: $19.99 | Available: August 2025

Kids open the Play-Doh pizza compound, load it into the sewer grate, slice it by pulling the handle, then press the button to launch the play food pizzas at training dummies. They can also create Play-Doh gear for Michelangelo to hold and wear.

CREATIVE CORNER

SCHYLLING

S’Noodles | Ages: 4+ | MSRP: $9.99

S’Noodles stick together when damp for mess-free building and crafting. Each kit includes five colors of biodegradable S’Noodles, a sponge, a sponge dish, a cutter, and more.

SPIN MASTER

4D Build Pokémon

Ages: 12+

MSRP: $19.99

Available: Fall 2025

Builders can create 3D puzzle versions of Bulbasaur, Charmander, Squirtle, and Pikachu using EPS foam sheets with punch-out pieces.

PLUS-PLUS USA

Puzzle by Number — 250-Piece T-Rex

Ages: 5+ | MSRP: $14.99

Families fill the T-Rex design by matching the numbers to the corresponding colors. They can also create the 3D bonus build.

CRA-Z-ART

Softee Dough Fancy Tea Party Set

Ages: 3+ | MSRP: $5

Kids can use two cup press molds, two plate molds, and an extruder with four textured tips to create play desserts and utensils from three cans of Softee Dough.

HEY BUDDY HEY PAL

Dragon Eggmazing Decorator | Ages: 3+

MSRP: $29.99

Available: July 2025

Kids can decorate two dragon eggs as they spin in the dragon-themed decorator. Once the eggs are customized, kids can open them to find a collectible, 3D-printed dragon.

MELISSA & DOUG

Water WOW! Take-Along Multi-Activity Drawing Set

Ages: 3+ | MSRP: $22.99

This carrying case doubles as a water-reveal drawing board and includes reusable, double-sided activity cards, tracing stencils, stamps, a sponge stamp pad, and a teth ered water pen.

Slime: It’s ooey, it’s gooey, it’s kind of weird, and it’s everywhere … again.

While walking the floor of Toy Fair in New York City in March, visitors could not turn a corner without seeing a brand showing off its collection of compounds. As new dolls and plush were being fawned over, slime was squeezed, stretched, and even sniffed.

While squishy compounds such as Play-Doh have been around for decades, slime, as it stands now, is a playful phenomenon that has evolved. From its roots on Nickelodeon and in Ghost busters, the icky sticky goo spawned a DIY trend where kids made slime out of glue, eventually leading to toy companies — and Elmer’s — taking note and creating an entirely new category.

Mark Whiteaker, the founder of Dope Slimes, started his business when he was 14. He created and sold slime in the hallways of his school, a fairly trendy hobby among teens circa 2016. The company is now a prominent leader in this niche corner of the toy industry.

“They thought it would be a shortlived trend, but before long they were the No. 1 selling slime, top-selling toy on Etsy,” says Trace Addlesperger, Chief Business Officer of Dope Slimes. Thousands of specialty retailers now carry Dope Slimes’ products.

Addlesperger says that as the first wave of the slime trend started to reach its sunset years and fade away around 2019, another icky “compound” was just around the corner, one that revived the industry as an unexpected

Gui Gui was a big hit at Toy Fair in New York.

Source: Moose Toys

side-effect: COVID-19.

“With everybody being at home isolated and on their phones a ton, slime just blew up again [during the pandemic], because people were watching videos and spending time on apps like TikTok and Instagram,” Addlesperger says.

Today, the social strategy for setting one slime apart from the next is to promote it using influencers to score that viral appeal. But what makes all these slimes different?

Moose Toys, known for its stretchy, squishy Heroes of Goo Jit Zu, put a new, TikTok-inspired twist on slime this year. With beauty product unboxings trending on social media and captivating millions of kids, tweens, and teens who glorify brands like Sephora and Ulta, Moose made its signature slime, Gui Gui (pronounced “Gooey Gooey”), stick out from the pack by basing it on this hyper-specific aesthetic.

compete to make their products different.

“We do want to make sure that kids are still being kids, so we are taking the beauty trend and bringing it back into toys,” says Mallory Van Laeken, Director of U.S. Marketing for Moose. “We have that beauty aesthetic that girls love, but it is still a toy; we want to keep them kids.”

Moose’s Gui Gui collection invites kids to “Beautify Your Slime” and features jars packaged like beauty products, with scents as luxurious as perfumes.

Of course, there’s science and re-

“For us, it’s staying on the forefront of textures and scent and mixers and making sure that children have new ways to explore and create new compounds,” says Jeff Osnato, President of WeCool Toys, maker of Compound Kings. “Things like cotton candy, bubble gum, and blue raspberry are important scents that stimulate the creativity of mixing and coming up with different compounds. Customization is a huge thing in compounds.”

Cra-Z-Art, which had decades of success in arts, crafts, and puzzles before entering the slime arena, avoids President Trump’s ongoing tariffs by producing its slime in the U.S.

been around for 102 years, and we have always been a manufacturer in the USA. Based on the tariffs, we are in the catbird seat,” says Cra-Z-Art CEO Larry Rosen.

“We are manufacturing all of the compounds as we speak, but equally important is that we make all the plastic that goes into the making of slime, such as jars and caps, and the glue itself that the slime is made out of,” Rosen adds.

While products across the toy industry face stiff tariff pressures, companies like Cra-Z-Art and Dope Slimes, thanks to their domestic strategy, are well-positioned to help retailers stock their shelves in the coming months.

“We know how to do it and are good at it. After 48 years personally navigating and leading our company, I know how to manufacture and adjust to these conditions, even though they are extreme, and you don’t know what will happen next,” Rosen says.

In the long history of the American toy industry, slime has a short timeline so far, but it will be interesting to see where it goes, how long it lasts, and how unique each company can make it. Just like Rosen says, “You never know what can happen next.” 

Ellen Slater is an Assistant Editor at The Pop Insider, The Toy Book, and The Toy Insider. A big fan of reading, writing, and all things pop culture, she’s always keeping an eye out for the next exciting trend or story. An Oklahoma State University

alumna, Slater now lives in New York City.

Elmer’s Gue Cosmic Shimmer is a new take on slime this year. | Source: Newell Brands

Cra-Z-Slimy, Compound Kings, and Dope Slimes are hot items this year.

Sources: Cra-Z-Art/WeCool/Dope Slimes

The Slime Sundae Station is an experiential offering for specialty retailers. | Source: Dope Slimes

CRAZY AARON’S

Cereal O’Clock Slime Charmers Ages: 3+ | MSRP: $12

This purple butter slime smells like cereal and includes mix-ins like white textured bingsu beads and cereal-themed charms.

TREE TOWN TOYS

Art Café Latte-Inspired Painting Kits Ages: 8+ | MSRP: $15.99

Artists can pour paint into the latte lid canvas, which doubles as a frame, then pull the colors as if they’re making real latte art.

INNOV8 CREATIVE ACADEMY

Bad Habbit Rabbitz | Ages: 6+ | MSRP: $3.99

There are six crazy bunny characters to collect. Each one has a different personality and wacky habit.

Source: Sunny Days Entertainment

HORIZON GROUP USA

Hello Kitty & Friends X STMT DIY Journaling Set | Ages: 6+ MSRP: $24.99

Kids can personalize their scrapbook-style journals with Hello Kitty and Friends-themed stickers, die-cut characters, frames, magnetic bookmarks, tassels, and more than 75 accessories.

SUNNY DAYS ENTERTAINMENT

Cheez-It Pool Float Ages: 14+ | MSRP: $28.49

This inflatable snack-inspired float is 4.5 feet long and perfect for pool parties, beach days, and more.

SANTOKI

LEGO Botanical Tab Notebook

Ages: 6+ | MSRP: $16.99 | Available: Fall 2025

Young creatives can write, draw, and more in this LEGO botanicals-themed notebook, which features LEGO botanical flowers as the tabs.

INCREDIBLE GROUP

Squishi Toys

Ages: 6+ | MSRP: $6.99

Kids and tweens can squeeze and sniff candy-inspired Squishi Toys. Featuring ICEE, Bazooka Gum, and Ring Pop (pictured) editions, the squishy toys are designed for stress relief, fidgeting, and collecting.

MATTEL

Mattel Brick Shop Hot Wheels Maserati MC20

Ages: 10+ | MSRP: $19.99 | Available: Spring 2025

Builders can create a brick replica featuring butterfly doors, a visible motor, interchangeable wheel covers, and exclusive racing decals.

MARTINELIA

Door Hanger Necklaces

Ages: 3+ | MSRP: $11.99

Available: Spring 2025

These door hangers come in several colorways and include one necklace chain with four charms or two chains with one charm each.

TOMY

Nuiguru Knit Invincible Candy Wand

Kirby Small Plush | Ages: 3+ | MSRP: $15.99

This knit Kirby plush is inspired by Amigurumi, the Japanese art of creating knit or crochet toys, and is holding an Invincible Candy.

HORIZON GROUP USA

STMT D.I.Y. Custom Tumbler | Ages: 6+ MSRP: $16.99

Kids can apply waterproof stickers and decals, including smiley faces, flowers, inspiring phrases, and more, to the 20-ounce glass tumbler. Includes a bamboo lid and reusable straw.

TWEEN SPIRIT

SCHYLLING

NeeDoh Fuzz Ball Flower Power Ages: 3+ | MSRP: $4.99

This squishy toy has a velvet texture and colorful flower pattern for a whole new sensory experience.

TOMY

Jixelz Remix Stranger Things 250 Piece Puzzle Set Assortment | Ages: 8+ MSRP: $8.99 | Available: Fall 2025

Tweens can build and display Stranger Things characters, like Eleven and the Demogorgon, from micro puzzle pieces. Each set includes a display hook and an instruction guide.

THAMES & KOSMOS

Robotic Jellyfish Nightlight Kit Ages: 8+ | MSRP: $24.95 Available: August 2025

Kids can discover the physics of light while building a decorative jellyfish lamp that changes colors and mimics a jellyfish’s movement.

MAKE IT REAL

Swift Clicks Heishi

Bracelet Maker

Ages: 8+ | MSRP: $24.99

Friends can rotate the bead carousel, align the color over the threading stem, then click to easily thread small heishi beads into a bracelet.

MGA ENTERTAINMENT

Make It Mini Makeup Ages: 8+ | MSRP: $9.99

Kids can create mini functional makeup pieces, like lip stains and eyes shadows, then display the mini makeup tools with packaging that doubles as a mini vanity rack.

SKY CASTLE TOYS

Sticki Rolls Series 2 Ages: 5+ | MSRP: $6.99

Series 2 of the wearable, shareable sticker bracelets includes new sticker designs, additional themes, and surprise holographic stickers.

TWEEN SPIRIT

SUPER7

Monster High Scary Sweet

Birthday Cupid Asteria Doll

Ages: 4+ | MSRP: $24.99

Available: Fall 2025

These Monster High dolls are dressed for Draculaura’s birthday party — each celebration edition comes with balloons, birthday cards, gifts,

Peanuts FUN! FUN! Wave 1 | Ages: 14+ | MSRP: $25

These 5-inch vinyl figures depict Snoopy, Charlie Brown, and Puffy Coat Snoopy and come in a window box.

MOOSE GAMES

Menagerie | Ages: 10

MSRP: $24.99

Available: August 2025

Players curate insect terrariums by collecting butterflies, beetles, and more to maximize their points. Groups or solo players must use action tokens to search for the bugs and fill their terrariums.

GOLIATH

Chucky the Game | Ages: 13+ | MSRP: $19.99

Available: August 2025

Players can push their luck and provoke the knife-wielding Chucky unit, or find a hiding spot, until they defeat the doll. If not, he’ll transfer his soul and escape the toy store.

HASBRO

Irregular Choice Moneybags Bag

Ages: 18+ | MSRP: $195

This crossbody bag features a mini version of the London Monopoly board, complete with magnetic play er tokens that can be placed on the board. It also features a print of Mr. Monopoly, a top handle, internal pockets, and more.

CUDDLE BARN

Sugar Cubies Blind Box Series 1

Ages: 0+ | MSRP: $12.99 | Available: Fall 2025

Each mystery box contains a cube-shaped, scented plush friend such as a Strawberry Bunny, Watermelon Kitty, Blueberry Bear, Pineapple Penguin, or Mystery Cubie.

CUTE, CUDDLY, & COLLECTIBLE

YOONIQUE

LaBabies | Ages: 3+ | MSRP: $4.99+

ViVi, LiLi, GiGi, and ZuZu are ready to join the plush squad. This wide-eyed lineup of baby doll plushies is as adorable as it is sassy. Dressed in cozy, colorful onesies, the dolls bring some big personalities.

SQUISHMALLOWS

Stitch | Ages: 3+ | MSRP: $12.99

Accessorized by sunglasses and an ice cream cone, Stitch is ready for a day at the beach. He is 6.5 inches tall and is as soft and round as adorable and mischievous.

SPIN MASTER

GUND Forever Friends

Ages: 0+

MSRP: $25 +

Available: Fall 2025

Whether it is the big brown bear, the floppy-eared puppy, or another lovable creature, these plushes can last forever and be a kid’s best friend. Ranging from 10 to 15 inches, lots of cuddles are ahead.

PALS & CO.

Brekkie Pals — Yummables Blind Box Plushies

Ages: 3+ | MSRP: $12.99

Rise and shine with the cutest surprise box plushies. Kids can open their mystery box to see what break fast-themed plushie they receive. Will it be sweet or savory?

Source: Spin Master

PMI KIDS’ WORLD

Fuggler 2-Pack Collectible Figures Series 1.5 | Ages: 6+ | MSRP: $5

These “funny ugly monsters” come in 44 different forms and are as wacky to have as they are fun to collect.

INNOV8 CREATIVE ACADEMY

Deddy Bears Lil Coffin Dodgers | Ages: 3+ | MSRP: $8.99

As cuddly as they are creepy, each plush has a unique and personalized coffin and death certificate, ensuring they rest in plush peace.

Buffalo Fluffalo 9-inch Plush Ages: 2+ | MSRP: $22

Kids can have a cuddly reading buddy as they hear about how the sweet and silly bison learns that it is OK to be yourself in the included book, Buffalo Fluffalo

World’s Smallest Plush | Ages: 6+ | MSRP: $7.99 and up

World’s Smallest is bringing new tiny plushes to the lineup, including Peanuts’ Snoopy and Woodstock, Peppa Pig, Gumby and Pokey, Care Bears, and My Little Pony, as well as working models of Tickle Me Elmo and Furby.

CUDDLE BARN

PlushGoals Planet — Tropi-lotl Treats Collection Ages: 0+ | MSRP: $17.99

These fun-loving axolotls love sunshine and cuddles. The scented plushes are each inspired by a different fruit style, including dragonfruit, blueberry, pineapple, and watermelon.

Snowy’s Magical Christmas Eve Holiday Book & Plush Gift Set | Ages: 3+ | MSRP: $32.99

This set provides a new Christmas tradition for families. It includes a storybook, cuddly Snowy the Mouse plush, a holiday sticker, and a piece of official North Pole paper for kids to write a letter to Santa Claus.

CUTE, CUDDLY, & COLLECTIBLE

THE LOYAL SUBJECTS

Rainbow Brite Classic 9-inch Plush Doll | Ages: 3+ | MSRP: $19.99

Available: July 2025

This retro-style plush looks just like it did in the 1980s. With a metallic dress and yellow yarn hair, kids will have a new groovy and fun sidekick.

Mini Rag Dolls Ava and Charlie | Ages: 0+

MSRP: $9.99

These vintage rag dolls are ready to accompany the smallest of little ones’ cuddles. The soft dolls are ap proximately 10 inches tall, have adorable pigtails, and are ready to be comfort toys.

VAT19

Pillowfight Warriors | Ages: 3+

MSRP: $19.99+

These pillows are designed with an epic pillow fight in mind. The plush pillows look like weapons that kids can use to play battle. Kids can use the sword, axe, and shield for a battle, then for a post-fight nap.

Snackles Series 2

Dole | Ages: 0+

MSRP: $8.99+

These cuddly plushes are as sweet as they are soft, as they are inspired by delicious Dole fruits. Each plush animal holds its own plush fruit, because even plushes love a snack.

Furby Gold Glam Interactive Plush

This extravagant Furby has five modes and more than 600 phrases, jokes, songs, and more. Kids can give Furby commands to do things like dance or tell them their fortune; it comes with customizable fashion accessories.

HAND2MIND

Numberblocks

Numberblock One

Plush | Ages: 18 MOS+

MSRP: $9.99

Inspired by the TV series Numberblocks this plush represents the first number most kids learn. With a bright smile and dash ing red figure, this soft cube encourages num ber recognition.

DOUGLAS

Zoomie the German Pointer Ages: 3+ | MSRP: $15.95

This 7-inch plush is a true showstopper. His ultra-soft fur is textured with short and long piles. His ears and snout are chocolate brown while his four paws are stark white. His coat is gorgeous with flecks of chocolate and white.

MASTERPIECES

Team Mascot Plush Ages: 13+ | MSRP: $29.99 | Available: Fall 2025

This collection of plush toys features mascots from MLB, NFL, NCAA, and NHL teams.

RUZ USA

Plush Skeleton Snoopy Ages: 2+ | MSRP: $16.99-19.99

Available: Fall 2025

Collectors and kids can display or cuddle this 11-inchtall Snoopy wearing a skeleton outfit.

RELATABLE

Emotional Support Pop Tarts | Ages: 0+ MSRP: $16.99 | Available: October 2025

Your favorite breakfast is a soft, cuddly companion. Collect all five for comforting, quirky fun.

Source: Miniland

LEARNING LAB: STEM & MESH

TOYISH LABS

Clixo Tropical Birds Pack Ages: 6+ | MSRP: $39.99

Build your own toucans, hummingbirds, and other tropical birds with the in cluded magnet ic pieces. The set comes with wingflapping brackets, for an added element of motion.

MINILAND

In Your Shoes | Ages: 3+ | MSRP: $34.98

Kids can strengthen their empathy and cooperation skills with this game developed in collaboration with Spain’s ANAR Foundation, a non-profit dedicated to supporting at-risk children

ULTRO PRO ENTERTAINMENT

Food Fight Frenzy Ages: 6+ | MSRP: $19.99

In this dice-rolling game, players must race to match their tiles to the dice roll. Shout “stop” too soon or knock a tile off, and you’re out. This game helps kids exercise their hand-eye coordination and pattern recognition skills.

SILVER CIRCLE PRODUCTS

MossBowl | Ages: 8+ | MSRP: $29.99 | Available: Fall 2025

Kids can create their own moss garden with the included glass planter, cork lid with LED lights, river gravel, accent stones, and three different varieties of moss.

LEARNING LAB: STEM & MESH

EDUCATIONAL INSIGHTS

GeoSafari Starview Telescope

Ages: 7+ | MSRP: $39.99

This easy-to-build telescope teaches kids how to search the night sky for constellations and comes with low and high-power lenses to zoom in for a closer look.

CRAZY AARON’S

Super Scarab Thinking Putty

Ages: 3+ | MSRP: $15

Squish and stretch in style. This iridescent, color-shifting thinking putty is made to resemble the colors found in Egyptian scarab beetles.

Ages: 4+ | MSRP: $29.99 | Available: Fall 2025

Kids can learn STEM concepts while building three unique tracks to race their Hot Wheels cars on. The set includes one inline loop with a kicker and two inline loops, and can be added to other track sets.

HAND2MIND

Feelings Family Hand Puppets

Ages: 1+

MSRP: $29.99

Available: Fall 2025

With these soft hand puppets, kids can learn to express emotions like happiness, sadness, an ger, surprise, and fear.

GRIDDLY KIDS

Just Add

Marshmallows

Ages: 8+

MSRP: $29.99

Available: Fall 2025

This science and art kit has everything kids need to do 25 different crafts and experiments — all they need to add are some marshmallows.

SPIN MASTER

Hex Bots Glow-in-the-Dark Wall Crawler Gecko

Ages: 4+ | MSRP: $29.99 | Available: Fall 2025

Turn off the lights to watch the navy blue and tur-

THAMES & KOSMOS

The Thames & Kosmos Metal Detector Ages: 8+ | MSRP: $39.95

This metal detector can detect gold, silver, iron, and copper, and has a digital interface to show kids how close they are to finding something.

LEARNING RESOURCES

STEM Explorers Magnetworks Ages: 5+ | MSRP: $24.99 | Available: Fall 2025

This kit comes with materials to run experiments, teaching kids how magnetism works.

THE LEGO GROUP

LEGO Jurassic World Dinosaur Fossils: Tyrannosaurus rex Ages: 18+ MSRP: $249.99

Jurassic World fans will feel nostalgic while building a poseable T. rex skeleton and displaying it on the included display stand, which includes an information plaque and an amber piece.

GOLIATH

Jumbo Soft Great White Shark | Ages: 3+

MSRP: $29.99 | Available: Fall 2025

This soft shark figure, part of the Ocean Range collection and made in partnership with Wow in the World, features glow-in-the-dark eyes, teeth, and belly.

TURNING POINT: COULD TARIFFS SPARK A SUSTAINABILITY SURGE?

What feels like a crisis could be the start of a smarter future for toy manufacturing and logistics in the U.S.

by MALTE NIEBELSCHUETZ, The Sustainable

Toy Guy

For many years, sustainability has been a frequent topic of conversation across the toy industry.

While we’ve seen admirable steps from eco-friendly packaging to greener materials and corporate pledges, real transformation still remains incremental. Now, rising tariffs on goods manufactured overseas — particularly in China — may do what good intentions alone could not: make sustainability a strategic and urgent priority for toy and game makers.

Tariffs aren’t just an economic inconvenience. They are a historic signal that the era of default offshore manufacturing is nearing its limits. Rather than view them purely as a threat, the toy industry has a once-in-a-generation opportunity to fundamentally rethink how and where it makes toys.

For decades, China offered the “easy button” solution: affordable labor, established supply chains, and efficient mass production. But that came at a cost. Ocean freight emissions, limited transparency into labor practices, and growing geopolitical risks have all been part of the hidden price tag.

Moreover, many consumers and retail buyers have been sending clear signals that they want alternatives. “Made in the USA” [see page 48] and “non-China sourcing” are no longer niche preferences; they are increasingly seen as important differentiators. One well-known U.S. toy

supplier who recently shifted production to China faced significant backlash from specialty buyers — a sharp reminder that product origin matters deeply to a growing portion of the market.

Importantly, relocating toy manufacturing isn’t something entirely new. As Matt Nuccio of Design Edge recently pointed out, “Decades ago, our toys proudly said ‘Made in America.’ Then they said, ‘Made in Japan.’ Later, it was ‘Made in Taiwan,’ followed by ‘Made in Hong Kong,’ back when Hong Kong was still under British rule. Eventually, it became ‘Made in China,’ where factories evolved into fine-tuned machines for producing safe, affordable, and magically complex toys at scale.”

The good news is, real solutions exist. In many ways, we are simply entering the next natural cycle at the brink of the fifth Industrial Revolution. Advances in automated, decentralized manufacturing make it possible to build highly efficient, sustainable production facilities closer to the end customer. This isn’t about bringing back low-wage factory jobs. It’s about creating high-skill, high-tech manufacturing opportunities, with shorter, greener supply chains, and dramatically greater control over quality, ethics, and sustainability standards.

Imagine toys made in smaller, automated facilities across North America. Toys produced closer to demand are

minimizing shipping emissions and supporting regional economies. Brands that embrace this model won’t just mitigate tariff impacts; they’ll gain a powerful competitive advantage with retailers and consumers who are actively seeking transparency, ethical sourcing, and local stories they can proudly support.

Tariffs are not a passing inconvenience. They are a turning point. In an era where consumers are asking for more alignment between their values and the products they buy, our industry’s future belongs to those who see this moment for what it is: a rare and urgent opportunity for change.

The companies that start adapting to rethink supply chains and invest in sustainable production while authentically telling their story will not only survive this new landscape, but will also define the next generation of toys and games.

Sustainability isn’t just about doing less harm. It’s about building something better. Now, more than ever, is the time to make it happen. 

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

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

BUILDING & EXPLORING

THE LEGO GROUP

LEGO City F1 Garage & Mercedes-AMG & Alpine Cars

Ages: 7+ | MSRP: $79.99

This buildable Formula 1 garage houses the Mercedes-AMG and Alpine teams as they gear up for the next race. The set features a garage, two cars, workbenches, tool carts, and more.

TOMY

Build-A-Buddy

Skid-Steer

Ages: 18 MOS+

MSRP: $14.99

Available: Fall 2025

Kids can assemble this John Deere skidsteer and then play out big adventures on the farm.

CONNETIX

Connetix 50-Piece Pastel Transport Pack Ages: 3+ | MSRP: $85

This magnetic tile set features a pastel color scheme and pieces, including wheels, a transport base, and more.

MATTEL

Mattel Brick Shop Hot Wheels Custom ’62 Chevy Pickup | Ages: 10+ | MSRP: $49.99

Tweens, teens, and adult collectors can build this

Source:

FUN IN MOTION TOYS

Hello Kitty Duomoto

Ages: 8+

MSRP: $25.99

The double magnetic puzzle cube is getting a Hello Kitty makeover. The Duomoto has two puzzle cubes that can be manipulated together or separately.

CRA-Z-ART

RoseArt Crystal Gem Creations | Ages: 8+

MSRP: $9.99-19.99

Kids can combine crystal-like pieces to create sparkling masterpieces, including lotuses, bonsais, and succulents. The Jewel Succulents from the Sparkling Prism Collection (pictured) come with more than 175 pieces.

MAGNA-TILES

Magna-Tiles Combo 20-Piece Set | Ages: 3+

MSRP: $19.99

This set of magnetic tiles comes with classic tiles and miniature microMAGS for endless building possibilities.

STIX + BRIX

Springs | Ages: 6+ | MSRP: $39

This kit has everything kids need to create mid-century architecture in spired by Palm Springs, in cluding building supplies, paint, and more.

RAVENSBURGER

BRIO Builder Apollo

Saturn V | Ages: 3+

MSRP: $49.99

Available: Sept. 2025

This buildable rocket, which consists of 91 pieces and features three stages, can also be built into an air shuttle or aircraft.

THE LEGO GROUP

LEGO Ideas Pixar Luxo Jr. | Ages: 18+ | MSRP: $69.99

The iconic mascot of Pixar has been transformed into a building set. This set features more than 600 pieces and includes the Luxo Jr. lamp and a Pixar ball.

BUILDING & EXPLORING

MELISSA & DOUG

Blockables Woodland

Friends Playset

Ages: 2+ | MSRP: $9.99

Kids can build a raccoon, fox, and more with these smooth wooden blocks that snap together.

TYTAN TOYS

Disney Junior Mickey Mouse Train Magnetic Tile Set

Ages: 3+ | MSRP: $39.99

Kids can build a Disney-themed train with this set of 41 magnetic tiles, which comes with a learning workbook and reusable Disney stickers.

PLUS-PLUS

Learn to Build Flower Shop

Ages: 5+

MSRP: $26.99

Kids can de sign their own flower shop with this set, which includes both 2D and 3D floral designs.

THAMES & KOSMOS

Robotic Dragon Bank Kit

Ages: 8+

MSRP: $19.95

After building this mechanical drag on using electric cir cuits, gears, and other mechanisms, kids can store their coins in it.

GOLIATH

Jelly Blox Tractor Vehicle Set

Ages: 2+ | MSRP: $14.99

Available: Fall 2025

Kids can squish, bend, and stretch these building blocks as they play. This 12-piece set also comes with a tractor, a farmer, and a crate.

JAZWARES

BLDR Hello Kitty’s Dream Cafe

Ages: 8+ | MSRP: $29.99

Hello Kitty, Cinnamoroll, and Pompompurin are running the cafe in this 354-piece set. The set features a cash

Source: stock.adobe.com

TARIFFS HIT THE TOY AISLE

Will the holidays be canceled?

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

Let’s face it: Manufacturing in the U.S. is usually more costly than manufacturing products overseas and importing those items. When I worked at Sky Kids, we tried to manufacture baby doll clothing domestically, but costs were much higher than they were overseas, and retailers wouldn’t pay extra for the difference.

That’s why most toys are made overseas, with more than 75% coming from China. Overseas factories have produced toys for decades and have become very skilled at it, making it much more challenging to move production anywhere else on a short timeline.

But what are tariffs, and what does it mean for you as a toy company? In simple terms, a tariff is a tax on imported products. The recent tariffs, especially those imposed on imports from China, will disproportionately affect the toy industry because many toys have low price points and tight margins. When I started drafting this article, tariffs on products from China were at 145%, which meant import costs would’ve been more than double the product’s cost — and that doesn’t include other expenses like shipping. But thankfully, for now, the rate will drop to 30%.

If these tariffs remain our reality (even at 30%), toy companies must deal

with them or risk going out of business. Larger toy companies will have an advantage because they likely have the financial flexibility and supply chain diversity to weather the storm, but small- to mid-size toy companies may struggle more because many lack the ability to pivot quickly and shift manufacturers or function without sufficient cash flow.

Industry trade organizations, like The Toy Association, are working diligently to get an exemption for toys, and hopefully, by the time this article is published, that’s exactly what happened! In any event, this is still a good reminder to have a plan B and be prepared for ways to deal with business hardships.

Here are some ways to potentially help lessen the effects of tariffs:

• Explore tariff classification options to reduce duty rates.

• Import and assemble the products’ components in the U.S. or a country with lower tariffs.

• Spread any cost increases across products, if possible.

• Shift and diversify production to other countries.

• Try to renegotiate supplier contracts.

• Bring in products before tariffs become applicable, and warehouse them in the U.S.

You may also want to look for professionals — like customs attorneys and brokers — who can help you find other ways to minimize and avoid tariffs. They have experience dealing with applicable laws and regulations and can help assess your overall situation, make sure your goods are classified properly under the Harmonized Tariff Schedule (HTS), and can strategize with you to come up with ways to hopefully lessen the impact of the current tariffs on your business.

Whether you’re big or small, your business matters! And remember: The toy industry has endured challenges in the past; while tariffs currently may put undue stress on businesses, this won’t last forever, so hang in there! 

* Disclaimer: This article is for informational purposes only and is not intended to be legal advice.

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

Source: Corolle

ADORABLE, FASHIONABLE, &

COROLLE

Floral Doll Carriage

Ages: 3+ | MSRP: $85.95

With this adjustable and easily foldable car riage, kids can walk their 14 to 20-inch baby dolls in style. It includes a canopy, removable bassinet cover, storage basket, and match ing nursery bag.

MERRYMAKERS

Big 13-inch Doll | Ages: 4+ MSRP: $30

This doll, inspired by the award-winning self-love book Big, features embroidered details, a pink leotard and tutu, matching slippers, and a curly updo. It is available as a standalone doll or in a set with Big.

Sing & Shine Mermaid Gabby Doll

Ages: 3+ | MSRP: $29.99

Available: Fall 2025

This Gabby doll from the Gabby’s Dollhouse movie has vibrant hair, a removable headband, a starfish accessory, and a color-changing, light-up mermaid tail. Kids can press Gabby’s necklace to activate her tail, hear more than 10 sounds, and one of the movie’s songs.

MADAME ALEXANDER

Alexander Girlz | Ages: 3+ | MSRP: $57.97 each

This collection includes five fashionable 14-inch dolls, including Avi, Emmi, Zola, Brooks, and Paisley. Each poseable doll has fixed eyes and rooted hair.

MATTEL

Disney Moana Doll by American Girl | Ages: 6+

MSRP: $185

Little ones can adventure with this 18-inch Disney Prin cess Moana doll, wearing her signature outfit and pendant necklace that unlocks to reveal a sea star — just like the one Moana receives from her sister.

MGA ENTERTAINMENT

Bratz Goin’ Out! Fashion Doll Ages: 6+ | MSRP: $19.99 each

Chloe, Yasmin, Jade (pictured), and Sasha are fabulous articulated dolls ready to serve a look. Each doll includes a fabulous Bratz-style outfit, bag, brush, and sunglasses.

MINILAND

My Friends & Me

Caucasian Girl Doll with Hearing Implant Ages: 2+ | MSRP: $62

This 15-inch blonde baby doll wears a hearing implant and butterfly dress and is lightly scented with vanilla. Each doll includes an “art & craft” proposal with friendship cards and cutout friendship bracelets, teaching kids about inclusion.

IMC TOYS

Cry Babies Tiny Cuddles Disney Angel and Simba Ages: 18 MOS+

MSRP: $12.99

Angel (pictured) and Simba from Lilo & Stitch and The Lion King are now part of the huggable Cry Babies line. Each doll has a matching character pacifier and outfit and can shed real tears for immersive play.

JAKKS PACIFIC

Roxy Dolls (Roller Skate, Skateboard, Surf, and Snowboard) | Ages: 4+ | MSRP: $19.99

These 7.5-inch dolls bring sports to playtime. Each doll comes with a Roxy-inspired outfit, a comb, accessories, a sticker sheet, and a Roxy Sport accessory, such as a snowboard, surfboard, roller skates, or skateboard.

keeping NeeDoh fresh and exciting with surprising new formats and innovative sensory experiences,” Weingard says.

While NeeDoh may be the star of Schylling’s modern lineup, it’s far from the only product with staying power. The Big Wheel, acquired in 2021, still sparks childhood memories for generations of Americans, many of whom grew up on the famed trike launched by Louis Marx & Co. in 1969. Schylling offers the Big Spin and Speedster in the classic colorway of yellow, red, black, and blue.

“Bringing Big Wheel into the Schylling family felt like a perfect fit. We stayed true to the classic spirit of that thril-

reinvented; it needs to be celebrated.”

That balance of past and present is a hallmark of Schylling’s design philosophy. The team refreshes classics with subtle updates — new materials, color palettes, or limited editions — while preserving the soul of the original product. This strategy has helped the company maintain relevance across decades of shifting trends. The Lava Lamp, for example, is available with classic wax or multicolor glitter. “We keep things fresh by introducing new color combos, limited editions, and creative collaborations, but the magic remains: Turn on a Lava Lamp and let yourself get lost for a while.”

something timeless.

“The future is filled with excitement,” Weingard says. “We’re passionately exploring innovative product lines and cultivating collaborations with partners who share our playful vision. We look forward to inspiring joy, creativity, and timeless fun for another 50 years and beyond!” 

Katherine M. Hill is an Associate Editor at The Toy Book. She lives in Brooklyn with an impressive collection of Care Bears and fidget toys.

The classic Big Wheel now has better materials and ease of assembly. | Source: Schylling

Lava lamps never go out of style. | Source: Schylling

RISK-PROOF YOUR SUPPLY CHAIN

Ethical Sourcing Amidst Tariffs and Logistics

by TODD MERTON, Head of Business Development, Ethical Supply Chain Program

Sourcing risks have become more visible and consequential with the increase of geopolitical tensions, rapid demand shifts, and climate-related disruptions. Businesses that fail to manage these risks face operational delays, reputational damage, and revenue impact. Companies can navigate this complex landscape by partnering with a third-party organization such as the Ethical Supply Chain Program (ESCP), which shares key strategies for reducing sourcing vulnerabilities and building a more resilient, responsible supply chain.

DIVERSIFY SUPPLIER BASES

Natural disasters, unexpected tariffs, pandemics, and political instability risk halting operations for companies with a single supplier or a small group of suppliers in one region. Businesses can mitigate risks by diversifying their supplier networks across multiple geographies and tiers, forming relationships with alternative vendors, and considering nearshoring and reshoring to shorten supply chains and reduce exposure to international risks.

Diversification works if alternative suppliers have dependable, proven track records in ethics, compliance, and consistency. To reduce risks tied to product recalls, safety issues, and audit issues, businesses must vet partners by examining pricing; capacity; and environmental, social, and governance (ESG) factors.

Vetting a list of global suppliers isn’t

always feasible for smaller businesses. Organizations like the ESCP help to reduce onboarding risks, ensure partners meet expectations, and provide access to pre-qualified suppliers with audited ethical and operational standards. Collaboration across the value chain reduces sourcing risks influenced by logistics providers, regulatory changes, customer preferences, and competitors.

EMPOWER TEAMS TO BE RESPONSIVE

Agility doesn’t come from digital dashboards — it comes from people. Teams that are empowered to make decisions, adapt to change, and collaborate across functions are a major asset for pivoting strategies, reallocating resources, and finding alternative suppliers.

This means breaking down silos between procurement, logistics, compliance, and finance while fostering a culture where communication is fast, transparent, and solution-orientated. Cross-functional teams should run regular scenario-planning exercises and have clearly defined protocols for responding to supply chain shocks.

BUILD ACCOUNTABILITY

Consumers, investors, and governments hold businesses accountable for the practices of their entire supply chains. This is particularly evident in the recent increase of due diligence legislation across Europe and the Americas, which includes new requirements rang-

ing from access to effective grievance mechanisms to regular reporting on the human impact of business operations.

Integrating ethical and environmental standards into sourcing strategies reduces risk and future-proofs their operations against regulatory changes and public scrutiny. Emphasizing responsible sourcing helps businesses stay aligned with global legislative advancements in sustainability and fairness.

A COMPETITIVE ADVANTAGE

Mitigating sourcing risks isn’t just about preparing for the worst — it’s about creating a flexible, transparent, and ethical supply chain that performs better every day.

Forward-thinking businesses should diversify wisely, choose partners with care, lean into agility, and work with networks that share their values. To learn more about legislative changes that will impact businesses and to find suppliers in new geographies, contact membership@ethicalsupplychain.org to book a call with the team. 

Based in the U.S., he has worked with ESCP for more than three years and is responsible for strengthening relationships with existing program members and securing new partnerships in the global manufacturing industry.

Todd Merton is the Head of Business Development at the Ethical Supply Chain Program (ESCP).

Q1: It’s a dog-eat-dog world. Pet versions of your favorite toys are becoming big business. Which brand has not yet barked up this tree?

Q4: “Slime,” like “Google” or “Scotch Tape,” has morphed from a brand name into a common noun or verb. Which company originated the term “being slimed?”

As we roam the aisles of ASTRA Marketplace & Academy’s show floor, consider how toys have created such a special place in our lives. Networking tip: While enjoying one of ASTRA’s famous Game & Kit sessions, you can challenge the person on your left to this quick quiz and see if they’re on the #pulseofplay!

Q8: Many companies are using new materials to create eco-friendly toys, but Green Toys has been using a specific material to make toys for years; what is it?

Q2: It’s hard to think of an egg as an unbreakable fidget toy, but one innovator did just that, combining a globby yolk and squishy white for a tactile toy. Name that product.

Q5: Which brand did PlayMonster team up with to create an indoor/outdoor cornhole game for kids?

Q9: Building toys come in all shapes and configurations beyond just bricks. Which of these innovative products is not a building toy? Melissa & Doug Blockables

Q6: If Barbie wanted to ditch the convertible for public transportation, she could travel the coast in the Malibu Beach Express, from which well-known name in transportation toys?

Q3: Trio, a game from Happy Camper, a newbie toy company on the scene, rethinks which classic card game using advanced strategy techniques?

Q7: In a new LEGO Art set, builders can also use the colorful bricks to “paint” a re-creation of which famous flowery masterpiece?

Q10: Which company has revamped iconic games to bring play benefits such as mobility, joy, and social interactions to older adults?

PUPPET KOOLERS (PUPPET

KOOLER INDUSTRIES)

These collectible coolers use a removable freezer-activated gel cup to keep your favorite beverages cold for hours. The collection features famous basketball players and cartoon characters. 

SLAP WRAPS FASHION BANDS (MAIN STREET TOY CO.)

These vibrantly patterned brace lets grab onto any wrist or ankle with a simple slap, no closures needed. 

Z-BALL (FUNDEX)

This irregularly shaped ball can bounce high in all directions. According to Fundex, the unique ball is used at athletic training camps to help build reflex skills. 

TIME TEACHER (SHARP)

This kit, including a water-resistant hand-wind watch, a clock guide, a seven-minute cassette tape, and a 16-page read-along booklet, helps kids learn how to tell time on an analog clock. 