The Toy Book - May 2025

CELEBRATING MORE THAN FOUR DECADES ON THE PULSE OF PLAY

®

VOLUME 41, NO. 2

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MAY 2025

IN THIS ISSUE Volume 41, No. 2 — A Toy Department in Print!

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

Pictured above: Disney’s Stitch and Just Play are having a big year. See Page 30 for exclusive details on Just Play’s next wave of licensed toys and games. Then flip to Page 64 to learn how Disney’s Lilo & Stitch licensing program is blasting off. Source: Just Play

Ellen Slater ellen@toybook.com

THE LICENSING & ENTERTAINMENT (+BABY!) ISSUE

Social Media Editor Nicole Savas nicole@toybook.com

Departments

Features

Showcases

16 | From the Editor

24 | From Frights to Flights This Year’s Hottest Kids’ Brands Take Off at Licensing Expo

28 | Stock This!

Social Media Intern Val Kluge

18 | Industry Update 20 | Toy Association Update 21 | ASTRA’s Insights 22 | Stat Shot 50 | Raising the Bar 58 | Outside the Box 80 | Talkin’ Toys: ABC Kids Expo 82 | Stat Shot: Juvenile Products 88 | Marketing Memo 95 | Compliance & Regulations 96 | Pop Quiz 98 | Flashback: 1995

30 | Blockbuster Brands Just Play’s Next Wave of Licensed Toys and Collectibles Is Built for Fans 46 | Toys That Rock Global Merchandising Services Makes Music Icons Shelfworthy 54 | A Soaring Saga DreamWorks’ How to Train Your Dragon Celebrates 15 Years of High-Flying Adventure 64 | Blasting Off! Disney’s Lilo & Stitch Licensing Program Shoots for the Stars 70 | A Retail Feeding Frenzy: JAWS Universal’s Legendary Shark Circles Back with a Licensing Wave 74 | Celebrating Silly Yo Gabba Gabba! Is Back in Action

32 | What’s Hot in Licensed Toys & Games 52 | Anime-zing 56 | Automotive & Motorsports 60 | Licensed Games 66 | Spooky & Spoopy 72 | Sports Entertainment 76 | Video Game Icons 78 | Summer Blockbusters: Superman & Jurassic World: Rebirth 84 | Oh Baby!

90 | Playful Preschool

On the cover: McFarlane Toys’ Music Maniacs Metal Ozzy Osbourne action figure is ready to rock! | Source: McFarlane Toys Tariff Alert: Please note that due to the ongoing trade war, MSRPs and product availability for items in this issue are subject to change.

The Toy Book Volume 2. THE BOOK (ISSN-0885-3991) is published bi-monthly

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Opinions and Media & Events, Seventh Ave., RoomAve., 501,Room New York, NY 10001 or e-mail Opinions and comments comments in expressed in this publication editors, contributing or unsolicited documents are not necesexpressed this publication by editors,by contributing writers, or writers, solicitedororsolicited unsolicited documents are not necessarily those those of the of management of The Toy Book. All listed MSRPs and release dates subject to change. of sarily the management The Toy Book.

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 Sr. Sales & Marketing Executive Stephanie Katz stephanie@toybook.com Account Executive Kate Kenny kate@toybook.com

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FROM THE EDITOR

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ON THE WAY TO MANDALAY

The toy industry crew is back in Vegas to pull off another big job.

by JAMES ZAHN, Editor-in-Chief

A

re you ready to go all in?

Licensing Expo is back in action. It’s where character franchises, pop culture powerhouses, and the next big thing in play converge — and where the toy biz comes to shake hands, ink deals, and turn ideas into the next hot products vying for shelf space.

What’s striking this year is how evolved the playing field has become. Legacy IPs share the spotlight with upstart brands born on TikTok and YouTube.

Classic characters are re-imagined for a new generation, while digital-first properties jump off screens and into toy boxes. The path from content to product has never been shorter — or more crowded.

STORYTELLERS & STORYSELLERS While deals are being struck across every category imaginable, toys and games are still the crown jewel of licensed consumer products. Step through the doors of the Mandalay Bay Convention Center, and you’ll find everyone from heavyweight manufacturers to scrappy innovators walking the aisles, hunting for the next great story to tell through play.

Because at the end of the day, that’s what it’s all about: storytelling. The formats may change — from books and comics to film and TV to video games, streaming, shorts, and AI-enhanced content — but the heart of it stays the same. Characters and properties that resonate inspire products that spark imagination and joy.

HOT PROPERTIES FOR ALL AGES The toy industry continues evolving, and despite the current wave of economic uncertainty, adults are still buying more toys and collectibles — for themselves — than ever. During recent earnings calls and investor presentations, categories like music and sports have been highlighted for their growth potential. In this issue, Associate Editor Katherine M. Hill looks at the work that Global Merchandising Services is doing, bringing top artists such as Ozzy Osbourne, Backstreet Boys, Mötley Crüe, Ghost, and others into toy departments via deals with Mattel, Funko, Super7, and others.

Nostalgia also powers big business in licensing, and this year sees milestone anniversaries and returning franchises, including How to Train Your Dragon, Lilo & Stitch, JAWS, Yo Gabba Gabba!, and Jurassic World, inspiring thousands of must-have toys and games for kids and kids at heart.

Of course, the toy industry thrives on newness, and our annual look at the hottest kids’ properties features a mix of emerging brands, recent hits, and modern classics that are or are on their way to becoming evergreen staples.

VEGAS BABY, VEGAS This year, Licensing Expo isn’t the only show in town, as ABC Kids Expo opens its doors in the adjacent hall at Mandalay Bay to connect retailers with

manufacturers across the juvenile space.

The annual gathering showcases hot products for infants, toddlers, and preschoolers alongside baby gear and decor.

As more baby stores carry toys and more toy stores carry baby products, the convergence is undeniable, and our Oh Baby! and Playful Preschool showcases return this month with dozens of products to fuel sales in the months ahead.

HEADED FOR THE FUTURE There’s no denying that it’s been a challenging year thus far. While no one can control the external forces (tariffs) that have placed undue stress upon global trading partners within the supply chain, the toy industry is inhabited by a creative and resilient bunch with a knack for turning big challenges into big opportunities.

Whatever happens, The Toy Book is here to tell the story with optimistic eyes on the future.  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.

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Source: The LEGO Group

INDUSTRY UPDATE

GOTTA BUILD ‘EM ALL: THE LEGO GROUP STRIKES POKÉMON DEAL Retailers should prepare their Pokédexes because The LEGO Group and The Pokémon Company International are teaming up for a new range of building sets aimed at kids, collectors, and Pokémon Trainers everywhere.

“The LEGO Group and Pokémon have strong shared values of imagination, creativity, and fun, making this the perfect partnership to deliver unique, meaningful, and engaging ways for Trainers to experience the Pokémon brand,” says Gaku Susai, Chief Product and Experience Officer at The Pokémon Company International. “Working with the best-in-class team at The LEGO Group and seeing their dedication and passion for the project has culminated in an innovative and groundbreaking collaboration that will surprise and delight fans. We cannot wait to see both LEGO fans and the Pokémon community’s reactions in 2026.” Visit The Pokémon Company International at Licensing Expo in Booth No. N180 and The LEGO Group in Booth No. G188. 

DISNEY, MATTEL EXTEND TOY STORY LICENSING DEAL

of Fisher-Price bath and potty products launching later this year followed by a new juvenile sports toy line set to debut in 2026. 

Mattel renewed its multi-year global licensing agreement with Disney for new products commemorating Toy Story’s 30th anniversary and for the upcoming release of Toy Story 5 on June 19, 2026.

Mattel plans a new line of action figures, a Toy Story 5-inspired UNO deck, and a range of R/C, plush, and games, including new additions to the Fisher-Price Little People and Imaginext lines. 

JEM & THE HOLOGRAMS GETS 40TH ANNIVERSARY ALBUM

RADIO FLYER, PEANUTS COLLAB FOR NEW WAGON Snoopy’s Wagon, a new offering designed by Radio Flyer with kids and dogs in mind, celebrates the 75th anniversary of the Peanuts franchise.

The partnership taps into the spirit of “adventure, imagination, and companionship” displayed by Snoopy since his comic strip debut in 1950. 

SUNNY DAYS ENTERTAINMENT EXPANDS FISHER-PRICE LINE Mattel inked a deal with Sunny Days Entertainment to expand the company’s iconic Fisher-Price portfolio. Under the new deal, Sunny Days will release a range

Hasbro’s Jem & The Holograms return this July with six rerecorded tracks from the 1985 series. Featuring original voice Britta Phillips, the vinyl and digital release marks the show’s 40th anniversary with fan favorites like “Truly Outrageous,” “She’s Got the Power,” “Only the Beginning,” and the iconic theme song, produced by a female-led team. 

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TOY ASSOCIATION UPDATE

THE TOY BUILDING SET FOR AUGUST GRAND OPENING

New Year-Round LA Hub Is Built for Toy People, by Toy People

by GREG AHEARN, President & CEO of The Toy Association

A

fter an energizing return to Toy Fair, the toy industry is riding a wave of momentum, and we’re building on that energy in a big way. One of the most exciting milestones ahead at The Toy Association is the grand opening of our Toy Building in El Segundo, California, which is ready for tenant move-in Aug. 1. This space has been thoughtfully designed to serve as a West Coast home for the toy industry, and we can’t wait to welcome you.

This project reflects our long-term vision to support the global toy industry with year-round showrooms that can build value through connection, collaboration, and business growth. Located at 101 Continental Blvd., The Toy Building provides brands with an incredible selling environment and features four fully renovated floors with 65 premium showroom suites available for lease to companies of all sizes.

This building is a strategic step forward for businesses aiming to establish a presence in the heart of the West Coast toy district, offering proximity to key partners, fellow toymakers, and the entertainment capital of the world. With suite sizes ranging from 624 to 2,524 square feet (or larger by request) and flexible multi-year lease options, tenants can design immersive, on-brand showrooms to fit their needs and budgets.

Whether you’re a household name or an emerging brand, this new space has been designed with your needs in mind.

But what truly sets The Toy Building apart is its sense of community. We believe in the power of “casual meeting moments” — those serendipitous hallway conversations, pop-in product demos, or over-coffee unplanned brainstorming sessions that can lead to new ideas, partnerships, and opportunities are the genesis of the next billion-dollar brand. Whether you’re sharing a hallway conversation, previewing a new product for a buyer, or networking during a Toy Association event, you’ll be surrounded by the most strategic and creative people in the world, who are also our colleagues and friends.

We’ve already seen just how powerful these opportunities can be. Last September, our sold-out LA Fall Preview welcomed 78 companies for a month of private meetings and product previews.

It reaffirmed what we’ve always known: in-person collaboration drives business forward. The energy was electric, the deal-making was real, and the appetite for a permanent West Coast hub was loud and clear. That’s why we acted — and the response to the new Toy Building has been incredible.

At the time of this writing, almost half of the available showroom space leases are in process, prompting the early opening of additional floors for leasing earlier than planned. Companies including Hasbro, Playmobil USA, Carrera Revell of Americas, Insect Lore, Kid Galaxy, and Maccabi Art are among the first to

sign onto this space, with many others in the final stages of the leasing process.

The official grand opening of The Toy Building will coincide with the 2025 LA Fall Preview market weeks, taking place Sept. 8-19. Throughout the two-week period, The Toy Association will host a full calendar of programming, from networking events to educational sessions and opportunities to give back through The Toy Foundation.

We invite you to explore this opportunity if you’re interested in learning more or securing your place. We have detailed renderings available, and our team is happy to set up a tour of the building or answer any questions.

Visit toyassociation.org/lafallpreview or contact Laura Mangiaracina (lmangiaracina@toyassociation.org), director of sales at The Toy Association, for more information.

We look forward to opening our doors and welcoming you to the future of play in El Segundo. 

Greg Ahearn is the President & CEO of The Toy Association, In his role, Ahearn is responsible for driving engagement with manufacturers, retailers, and partners throughout the toy industry to ensure The Toy Association’s resources are invested into trade events, advocacy, and education that have the greatest impact.

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ASTRA’S INSIGHTS

RESPECT THE BALANCE

Introducing Licensed Products at Specialty Retail

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

O

ver the years, licensed products have been a “hands-off” commodity for many specialty stores. Licensed toys cost more, are sometimes of lower quality, offer little play value, and don’t have the overall look that specialty toy stores want to present. These are all understandable reasons to avoid licensed products at specialty stores, and as a former sales rep, I heard them all the time. But as a mother and a grandmother, I know that kids and adults often gravitate toward licensed products.

As we are forever working to increase our market audience in our specialty toy stores, a curated selection of licensed products can draw in new customers and age up your target audience, especially with the growth of the “kidult” market.

For those retailers who have continued to shy away from carrying licensed products, the key is to curate your selection carefully. A store full of only licensed products? Of course not. That’s not what specialty is about. However, selecting key licenses that will resonate with your consumers and fit in with your existing product mix will make a difference in your sales. Consider Harry Potter, which is big for all ages. The LEGO Group’s Botanicals series is a huge success, and more licensed products from Santoki are on the way. Brands like Hot Wheels, Barbie, and Pokémon are well-known and drive sales.

My children were raised in Montessori preschools and in a school system that followed the Montessori principles, so I was adamant about the quality of the products I purchased for their toys at home. I continue that practice when I purchase things for my grandchildren. At the same time, when kids (and adults) have favorite characters or there are licensed products that provide the same play value and quality as the unbranded versions, I want to go the

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licensed route to add that extra little bit of magic to the gift.

As with all things, balance is the key — especially for specialty stores.

ASTRA stores, staff, and members are often asked, “What is specialty?” Years ago, we considered only unique products unavailable at mass retailers or anywhere else to be “specialty” toys. Some toys still fit that bill, but product assortments have shifted a lot to include other categories.

Specialty stores are about making each customer feel special, whether through a curated selection of products, elevated customer service, or unique and interactive experiences beyond a traditional shopping model.

Licenses can make an immediate impact because these are the brands and characters customers know, recognize,

and hear about on all the various social media and influencer outlets. If consumers can find some of their favorite licenses in specialty stores, they won’t have to go to a mass merchant, where they will most likely buy other toys as well. Curate your product assortments carefully to remain special and encourage customers to come to you before heading to a big box retailer or clicking “add to cart” online. 

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.

Left: Santoki will launch new LEGO Botanical accessories under license from The LEGO Group, including the Rose Bag Tag ($9.99), available in July. | Source: Santoki Right: The LEGO Botanicals Floral Arrangement ($109.99) | Source: The LEGO Group

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TRENDING IN U.S. ENTERTAINMENT MEDIA ENTERTAINMENT

U.S. STREAMING VIDEO ON DEMAND TOP TV SERIES (ALL SEASONS AGGREGATED)

1

2

Bluey

TOYS

VIDEO GAMES

U.S. TOYS: TOP PROPERTIES

MOST PLAYED CONSOLE & PC TITLES IN THE U.S.

1

Pokémon

1

Minecraft

2

Barbie

2

Roblox

3

Marvel Universe

3

Fortnite

4

Squishmallows

4

Grand Theft Auto V

5

Hot Wheels

5

Call of Duty: Black Ops 6

Grey's Anatomy

3

Young Sheldon

Source: Circana, Retail Tracking Service, U.S., dollars adjusted, 12 months ending February 2025

4

Supernatural

Standard building sets account for 61% of all Minecraft toy sales. Action figure collectibles come in second with a 10% share.

5

Family Guy

Source: Circana PlayerPulse, 12 months ending February 2025

84% of Minecraft toy recipients are male. 38% of Minecraft toy recipients are ages 6-8, 29% are 9-11, and 24% are 12+.

Minecraft lifetime unit sales rank No. 2 among all tracked video games in U.S. history.

Source: Circana, Checkout Recipient Insights, U.S., annual 2024

Source: Circana, Retail Tracking Service, unit sales, 1995 through present

Source: Circana, Subscription Video Track, Netflix, Hulu, and Amazon Prime Video combined

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APPAREL

BOOKS

U.S. TOP FIVE CHARACTER LOGOS (ADULTS)

U.S. TOP LICENSES BY MSRP VALUE ($)

1

SpongeBob SquarePants

1

Harry Potter

2

Mickey Mouse & Friends

2

Dr. Seuss

3

Hello Kitty

3

Dog Man

4

Looney Tunes

4

National Geographic

5

The Grinch

5

Bluey

U.S. TOP FIVE CHARACTER LOGOS (KIDS) 1

Bluey

2

Spider-Man

3

Hello Kitty

4

Mickey Mouse & Friends

5

Minnie Mouse

Source: Circana, Consumer Tracking Service, U.S., dollar sales adjusted 12 months ending February 2025

Source: Circana BookScan, U.S., print sales, 12 months ending February 2025

Based on dollar sales, Minecraft-licensed books have grown double digits in the past 12 months and rank among the top 30 bestselling kids’ licenses in the U.S. book market.

THE LICENSING & ENTERTAINMENT (+BABY!) ISSUE 23

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BLUEY BBC Studios’ Bluey continues to dominate kids’ and caregivers’ hearts and minds worldwide. Moose Toys leads the charge as master toy licensee, expanding its range this year with a Supermarket Playset, Chat Mates, and more. Meanwhile, MGA Entertainment’s Little Tikes has unveiled its Grannies Car Coupe, letting kids act like their own grannies in an identical push-pedal toy car. Additional licensees include TOMY, Horizon Group USA, The LEGO Group, and many more.

Source: Little Kids, Inc.

Visit BBC Studios in Booth No. N204

KELLOGG’S Food and drink brands are big players in the toy department.

Kellanova’s Kellogg’s family of brands, including Raisin Bran, Honey Smacks, Frosted Flakes, Corn Pops, Apple Jacks, Rice Krispies, Cheez-It, Pop Tarts, and Eggo, are poised for fresh collabs, with some, such as pool floats from Sunny Days Entertainment, rolling out this year.

Visit Beanstalk in Booth No. G124.

Source: Sunny Days Entertainment

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PEMBE THE PINK CAT Pembe, the lovable pink cat, is making big moves in the licensing world. Represented by The Sharpe Matrix Licensing Group, this charming character from Denmark expands into toys, apparel, publishing, and more. License 2 Play showcased an adorable Pembe line at Toy Fair, marking the brand’s first foray into the toy aisle. Pembe has a heartwarming appeal and quickly becomes a standout name offline after several years of dominating Giphy downloads. As the brand grows, expect Pembe to delight fans across multiple categories, bringing its message of kindness, curiosity, and adventure to homes everywhere.

Visit The Sharpe Co. in Booth No. A134

PEANUTS

Source: Aurora World

Snoopy is turning 75, and there are a lot of birthday gifts for the celebration! Aurora World has launched Astronaut Snoopy into the Smithsonian giftshops, and Igloo has a series of coolers and tumblers featuring Woodstock, Snoopy, and the Peanuts gang. Loungefly has released a series of backpacks, wallets, and accessories. At the same time, OOLY has a collection for crafty kids and kidults consisting of pens, notebooks, and stickers, and Plus-Plus USA has inked a deal to bring its blocks into the fandom. There is no limit to where a fan might find Snoopy, Lucy, or Charlie Brown — once you’ve gone into space, even the sky isn’t the limit!

Visit Peanuts Worldwide in Booth No. G204

Source: The Sharpe Co.

DEDDY BEARS Following international growth, Deddy Bears, the creepy-cute plush line blending horror and huggability, made a spine-chilling splash at Toy Fair. Known for its spooky aesthetic and playful edge, the brand expands beyond toys with new licensed footwear and books, bringing its twisted charm to fashion and storytelling. Their growing popularity was cemented with a Collectible of the Year win at the 2025 Toy of the Year Awards for the Deddy Bears Plush in Coffin by Innov8 Academy. With frightfully fun designs and cross-category appeal, Deddy Bears continue to haunt shelves and hearts alike, captivating fans with their adorably sinister style.

Visit Deddy Bears in Booth No. H226.

Source: Innov8 Creative Academy

FIVE NIGHTS AT FREDDY’S The Five Nights at Freddy’s (FNAF) phenomenon shows no signs of slowing down.

With a blockbuster movie and a sequel on the horizon, a thriving game franchise, and a passionate fanbase, the brand from Scottgames continues to dominate the horror-licensing space. Jazwares is expanding its toy line with new collectibles and playsets, while Fanattik is rolling out a range of officially licensed gifts and accessories. As FNAF moves further into mainstream entertainment, expect to see more merchandise, from apparel to home decor. With its many sequels and gripping lore, Five Nights at Freddy’s proves that horror, and Freddy Fazbear, are here to stay.

Visit Striker Entertainment in Booth No. M226 Source: PhatMojo

THE LICENSING & ENTERTAINMENT (+BABY!) ISSUE 25

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PEPPA PIG Peppa Pig’s popularity has not waned! Following the brand’s 20th anniversary last year, the show entered season 10 in March, setting the Internet ablaze with the announcement that the family will expand.

Mummy Pig joined Kylie Kelce on Not Gonna Lie earlier this year to make the announcement. The show even published an ultrasound. Aurora World is expanding its plush line with a suite of Peppa Pig collectibles, and Hasbro has a full line of toys to accompany the growing family of five.

Source: Crayola

Visit Hasbro in Booth No. G170.

PAW PATROL Kids and their caregivers love to see Puppies at Work, and Chase and his friends are happy to oblige. With a third movie on the way and a refreshed TV series, Spin Master is all in on PAW Patrol, with plush, collectibles, and playsets for kids and fans. Crayola is also expanding its Scribble Scrubbie collection with new PAW Patrol items, letting kids color and wash their puppies again and again.

Visit Spin Master in Booth No. J192 and Paramount Global in Booth No.O180.

Source: Hasbro

STRANGER THINGS The wildly successful Netflix show set in the 1980s (and heavily influenced by Dungeons & Dragons) will wrap this year. Six episodes of season 5 of the Netflix hit will stream Oct. 10, with the final two episodes dropping in time for the holiday weekend Nov. 27. Jazwares leads the journey into The Upside Down as master toy licensee with a series of detailed action figures, vehicles, and playsets sure to delight ‘80s babies and Generation Alpha alike.

Visit Jazwares in Booth No. S212.

Source: Atsushi Nishijima/Netflix

IYANU Inspired by Nigerian culture, music, and mythology, the animated series Iyanu follows a brave orphan in the kingdom of Yorubaland.

When a looming threat awakens divine powers not seen since the Age of Wonders, Iyanu teams up with her friends Biyi, Toye, and a magical leopard named Ekun. Together, they embark on a quest to defeat the rising evil and uncover Iyanu’s destiny. The series debuted on Max in March and is set to captivate audiences and make a splash in the licensing space, starting with Kidazzle, the master toy licensee.

Visit Lion Forge Entertainment in Booth No. D189.

Source: Lion Forge Entertainment

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BRANDED CONTENT

TEDDYTALES Contact: market@teddytales.com TeddyTales Lina Bears | Ages: 3+ MSRP: $60 and up | Available now

TOP TRUMPS USA Contact: Kelly Gunstone: kelly.gunstone@toptrumps.com Stitch Movie Moments Top Trumps Ages: 6+ | MSRP: $9.99 | Available now Discover the true meaning of family with Lilo & Stitch Top Trumps. Relive iconic scenes in this travel card game — 30 action-packed cards where the highest stat wins. It’s a must-have for any Stitch fan!

TeddyTales was born in 2017. Irina Lekareva, a handmade teddy bear artist, has been captivated by teddy bears since childhood. She believes that within the depths of every soul resides not only a glimpse of one’s childhood self but also a teddy bear friend who steadfastly accompanies it. Upholding this belief, she infuses her love for life and delicate perception of the surroundings into the brand. And Lina Bear, guided by this philosophy, aims to help you rediscover the innocence deep within your soul.

SANTOKI Contact: sales@santoki.com LEGO Markers 10 Pack | Ages: 6+ MSRP: $32.50 | Available now LEGO Markers are the perfect coloring tools for the budding LEGO artist. Each marker measures approximately 6.25 inches long and comes with two 2x4 genuine LEGO plates imported from Denmark. They have been hand-glued with precision and placed systematically so you can build on or around them.

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MASSIVE MOVIES. STREAMING SENSATIONS. TIMELESS TOYS. JUST PLAY’S NEXT WAVE OF LICENSED TOYS AND COLLECTIBLES IS BUILT FOR FANS OF ALL AGES.

by JAMES ZAHN, Editor-in-Chief

F

ifteen years ago, toy industry veterans Charlie Emby and Geoffrey Greenberg opened Just Play Products. Locking in licensing deals with major players like Disney, Just Play scored early hits with toys inspired by Doc McStuffins and Mickey Mouse, laying the groundwork for a robust business built through licensing partnerships. PJ Masks and Sesame Street followed alongside deals to produce category-specific toys for Hot Wheels, Peppa Pig, CoComelon, and many more.

Now, as one of the top 10 toy companies in the U.S., per Circana, Just Play is looking toward the future, rolling into Licensing Expo with a full slate of new licenses from partners including Universal, Hasbro, Dr. Seuss, and The LEGO Group.

“The next two years will be an exciting time for Just Play. We will continue to build upon our success in categories such as Preschool, Plush, and Collectibles where we will build upon successful brands such as Lilo and Stitch, Disney Junior, and Easy-Bake,” says Jess Richardson, Senior Vice President of Global Licensing & New Business Development.

“In addition, we are expanding our reach in the games aisle and with new audiences with the addition of the LEGO and Shrek licenses to our portfolio across multiple product categories.”

And that’s not all — Just Play is poised to make new toys inspired by the YouTube hit Danny Go!, Illumination’s Minions 3, and Hasbro’s iconic Playskool brand.

FINDING THE RIGHT LICENSE “Whether it’s an evergreen property like Sesame Street, nostalgic icons like Hasbro’s Easy-Bake or Skip It, or global entertainment brands like Disney Stitch or Jurassic World, we look for brands that are relevant with emotional connections and established audiences,” Richardson says. “In a very fragmented entertainment landscape, it’s critical that the brand has the ability to break through the clutter with a multi-channel distribution strategy. We are also looking for play patterns that align with the needs and interests of today’s consumer.”

“We tailor each line to connect with fans wherever they are in their play journey.”

- Jess Richardson, SVP, Global Licensing & New Business Development, Just Play

As the company expands its portfolio, adapting its creative approach for different age groups has been essential.

“It starts with knowing your audience and understanding the DNA of each individual brand,” Richardson explains. “For preschoolers and young children, we lean in on ‘show to shelf’ toys which means that kids can play out the stories they see

on screen with the toys we offer — and developmental play. For older kids, and ‘kidults,’ we aim to deliver an element of surprise and delight — whether through innovation or the attention to detail and to tap into the emotional connection our audience has with the brand or character.”

The upcoming Lilo & Stitch movie line [For more Stitch, see page 64] is a standout example of that strategy. “Our line, highlighted by our Many Moods Stitch feature plush, perfectly captures the big personality of Stitch, which has been a key driver of the relatability and fandom of the brand. We tailor each line to connect with fans wherever they are in their play journey,” Richardson says.

NEW COLLABORATIONS The expansion into LEGO plush and role-play items presented a new kind of challenge and opportunity. “Partnering with one of the most iconic brands in the world is a privilege and we are excited to introduce new and innovative ways for people to further engage with the LEGO brand,” Richardson says. “At its core, LEGO is about developing the builders of tomorrow, and has done so through imagination, creativity, and play for generations. Our goal is to extend LEGO beyond the bricks, offering additional play experiences through plush and dynamic role-play items while still holding true to what makes them timeless.”

In the world of Shrek, the famed character is getting the toy treatment in new

COMING SOON: LEGO | SHREK | MINIONS 3 | PLAYSKOOL | DR. SEUSS | DANNY GO! 30 The Toy Book | May 2025 | toybook.com

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ways. “As he says in the film, ogres have layers — and Shrek certainly does have layers,” Richardson says. “He is funny, witty, a little bit gross, but also has a big heart and is the ultimate anti-hero, which is exactly what makes him such a fan favorite. Yes, there will still be some delightfully disgusting potty humor, because what is Shrek without some of that?”

Retailers can expect products aimed at everyone from tweens to nostalgic adults, including plush, collectibles, and family-friendly games.

With Minions 3 on the horizon, Just Play is dialing up the fun factor once again. “The Minions/Despicable Me franchise is a global phenomenon with six films and over $5 billion at the box office,” Richardson notes. “The energy and humor of Minions make them unique, and we’re working closely with Universal to capture their signature mischief in fresh ways, that fans of all ages will love.” As for banana-scented surprises? “We’re not spilling our bananas just yet, so you’ll just have to wait and see.”

The company’s revival of Hasbro’s classic Playskool and Easy-Bake brands promises to blend heritage with modern innovation. “Playskool has been a trusted name for generations,” Richardson explains. “Our approach is a modern take on

a beloved brand, combining timeless quality and core developmental play patterns with a fresh design, geared towards how today’s parents and gift-givers build the playroom for each child.”

The team at Hasbro has confidence that Just Play will build on previous shared successes. “Just Play is a great partner for Hasbro, and we can’t wait to see what they do with the Playskool brand,” says Hasbro CEO Chris Cocks.

“Look at what they’ve done with FurReal and this year’s Coco the Tumbling Panda.

Just wait.”

On Easy-Bake: “With an updated design and new features, we’re modernizing the iconic oven, while staying true to the magic that has made it a cultural favorite for generations,” Richardson explains.

“Plus, we’re expanding the food activity play within Easy-Bake, that everyone will have to keep an eye out for this summer.”

Richardson says the design team emphasizes screen-free, high-energy play for digital-first hits like Danny Go! “Each toy is designed to get kids up and moving, mirroring the high-energy of the YouTube content with lights, sounds, and interactive features. We have integrated multiple levels and modes to get the entire family jumping, running, dancing, and engaging in high energy play together.”

A PLAYFUL FUTURE While the company has been known for its preschool toys, adult fans and collectors are firmly placed on Just Play’s radar. “The kidult segment absolutely continues to grow. We’ve seen that in Disney Doorables for a long time and are seeing it again with brands like Stitch,” Richardson says. “We have the benefit of a broad fanbase that gives us feedback, and can be very candid at times, about what they like and don’t like. Our fans are our biggest asset when it comes to identifying trends, from nostalgic favorites to the growing demand for horror-inspired lines.

We’re listening closely, and fans might just see some spooky surprises creeping into our lineup later this year.”

Retailer needs and partner collaborations remain core to Just Play’s product development process. “We work closely with all partners to understand what they’re seeing, from emerging trends to category gaps, to specific price points, and use those insights to help shape our product lines. This helps ensure we deliver products that best help meet the needs of the consumer.

What’s next? Just Play is hitting the floor at Licensing Expo all week, and the IP behind the next hot toy could be just a handshake away. Maybe it’s yours. 

Just Play’s licensing partnerships with Lucasfilm and Universal have spawned Star Wars Doorables (left) and Jurassic World feature plush (right) | Source: Just Play

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Source: Hasbro

WHAT’S HOT IN LICENSED TOYS & GAMES SPIN MASTER Jurassic World Primal Hatch | Ages: 5+ MSRP: $59.99 | Available: Fall 2025 Dinosaur enthusiasts can hatch, train, and raise their own T. rex, shaping its personality through interactive play and deciding its evolution.

Will it become fierce or friendly?

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.

HASBRO Star Wars: The Vintage Collection Landspeeder Vehicle | Ages: 4+ | MSRP: $59.99 Available: Summer 2025 Celebrate the legacy of Star Wars with this classic Landspeeder. The set includes a 3.75-inch scale Luke Skywalker and seven accessories.

MGA ENTERTAINMENT MGA’s Miniverse Make it Mini Honeydukes Harry Potter Ages: 8+ | MSRP: $9.99 Craft and collect 15 magical DIY mini replicas from the Harry Potter films.

Each surprise is complete with resin, accessories, and a display stand.

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FUN IN MOTION

MOOSE TOYS

Hello Kitty & Friends Shashibo Series Ages: 8+ MSRP: $25.99

Bluey Chat Mates Ages: 3+ MSRP: $14.99-29.99 Available: July 2025

Unlock more than 70 shapes with Hello Kitty-inspired Shashibo cubes. These magnetic puzzles feature unique art and can be collected and connected to build even bigger geometric creations.

Bluey fans can make these figures talk with a nose push, sharing 10 phrases from the show. Choose from Bluey, Bingo, and Granny Janet with fun accessories.

SPIN MASTER Harry Potter Bitzee Ages: 5+ | MSRP: $34.99 Available: Fall 2025 This gold Hogwarts pod features 20 characters, nine mini-games, and collectible objects inspired by iconic scenes from Harry Potter.

GARDEN REPUBLIC Garden Republic Jr. Peanuts Paint and Grow Starter Kit Ages: 4+ | MSRP: $29.99 Paint, plant, and play: Little ones can decorate the planter, grow marigolds, and explore fun science activities with Snoopy and friends.

JAZWARES BLDR Hello Kitty’s Dream Cafe Ages: 8+ | MSRP: $29.99 Enter the world of Hello Kitty with this 354-piece construction set. Kids can build the cafe and enjoy 360degree play for hours of fun. The set comes with Hello Kitty, Cinnamoroll, and Pompompurin figures, and the bricks are compatible with all major construction brands.

ULTRA PRO ENTERTAINMENT Marvel Super Hero Trainer Ages: 5+ | MSRP: $27.99 | Available: June 2025 Train like a hero with AI-powered missions led by Marvel characters. Jump, crawl, and complete challenges while earning tokens and tracking progress.

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WHAT’S HOT IN LICENSED TOYS & GAMES RUBIES

MOOSE GAMES

Rock-A-Stack Inflatable Costume Ages: 18+ MSRP: $80 Available: Summer 2025

The Elf On The Shelf Musical Hide & Seek Game Ages: 3+ | MSRP: $19.99 Available: July 2025

This oversized, inflatable costume resembles the iconic childhood stacking toy from Fisher-Price. It is lightweight enough to wear comfortably, and inside, an adjustable harness keeps it secure and easy to move in.

MATTEL Disney Princess Enchanted Ballgown Cinderella Doll Ages: 3+ | MSRP: $24.99 Available Fall 2025 Wave the wand or a hand to activate lights and sounds that recreate Cinderella’s magical transformation.

Dressed in a glittering blue gown, she’s ready for storytelling, dress-up, and imaginative play.

Put a festive twist on classic hide and seek with an electronic elf that plays sounds and music, offering clues and a celebration when it’s found.

ABACUS BRANDS Barbie Magic Style Studio Ages: 6+ | MSRP: $29.99 | Available: Fall 2025 Discover endless possibilities with Barbie’s Magic Style Studio. Mix and match outfits for any occasion, then use an app to bring Barbie to life in augmented reality (AR).

PLAYMATES TOYS Miraculous Ladybug Shake Surprise Ages: 4+ | MSRP: $9.99 | Available: Summer 2025 In this unboxing experience, kids fill the cylinder with water, drop in a mystery pop packet, and shake it to reveal a 4-inch stylized collectible figure of a hero or villain.

EXG PRO Hello Kitty Cable Guys Phone Stand and Device Holder Ages: 3+ | MSRP: $29.99 Available: Summer 2025 Hello Kitty joins the Cable Guys, adding sweetness to any gaming setup.

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WHAT’S HOT IN LICENSED TOYS & GAMES HANDSTAND KITCHEN

PURPLE LADYBUG

Bluey My First Kitchen and Cookie Baking Set Ages: 6+ | MSRP: $19.99-24.99 Available: July 2025

Emoji Prismic Poo Ages: 12+ | MSRP: $24.99 Tweens and teens can create their own room decor that looks like the poop emoji with this 3D puzzle. This challenging craft takes one to two hours to complete and encourages MESH concepts.

Bring Bluey fun to the kitchen with two real-use sets! With stamps and a flipper, kids can bake balloon-shaped cookies, then mix and measure with kid-friendly tools to whip up tasty creations.

RED TOOLBOX Stanley Jr. Kids’ Painter Set | Ages: 3+ | MSRP: $29.99 Available: Fall 2025 Aspiring artists can paint their world with this kid-sized set, featuring a roller, brush, tray, color deck, and paint bucket — perfect for creative play and developing fine motor skills.

HASBRO Peppa Pig Peppa’s Big Family House Ages: 3+ | MSRP: $44.99 | Available: June 2025 Peppa’s family is growing, and so is her house.

This two-story, seven-room playset opens more than two feet wide and includes Peppa, George, Baby Pig, and many fun accessories for storytelling and play.

BLOKEES Transformers Defenders Version 02 The Overthrow Version 01 Shattered Alliance | Ages: 8+ | MSRP: $35.88 The Transformers are reimagined as ultra-detailed die-cast models with 14 points of articulation, rare variants, and secret figures in every 12-pack set.

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WHAT’S HOT IN LICENSED TOYS & GAMES RADIO FLYER Snoopy’s Wagon | Ages: 1+ | MSRP: $249.99 This wagon is a kid- and pet-friendly ride with safety features and storage in the Peanuts style. Includes a UV canopy, leash loops, and bench seating.

SUNNY DAYS ENTERTAINMENT Barbie Garden Set | Ages: 3+ | MSRP: $24.99 Dig, plant, and grow with a vibrant pink plastic watering can, three metal gardening tools, and a sturdy flower pot. Each piece is designed in Barbie’s signature style to add a touch of glamour to playtime.

BONKERS TOYS Unspeakable Mystery Merch Box | Ages: 3+ MSRP: $9.99 | Fall 2025

FUNKO Bitty Pop! Bitty Box Teenage Mutant Ninja Turtles Sewer Lair | Ages: 3+ | MSRP: $25 Available: Summer 2025 This playset comes with Leonardo and Michelangelo Bitty Pop! mini figures and has a Pop!-inspired case and a detailed Sewer Lair display.

HASBRO X MATTEL Play-Doh Barbie Designer Fashion Show | Ages: 5+ MSRP: $34.99 Available: August 2025 Kids can create custom fashions using special tools, mold Barbie’s hair, and display the designs on a spinning runway.

The super challenge YouTuber drops his first collection. Collect six fun, wacky frogs with unique designs like OG, Zombie, Robot Frog, and Unspeakable himself.

THE LOYAL SUBJECTS My Pet Monster 14-Inch Plush Ages: 3+ | MSRP: $39.99 Available: June 2025 This 14-inch plush monster is back from the 1980s. Made with high-quality materials, it comes with his infamous orange plastic cuffs with breakaway links.

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THAMES & KOSMOS Wow in the World STEM Kits Ages: 6+ | MSRP: $24.95-49.95 Available: Summer 2025 Explore the wonders of science inside and out with Wow in the World STEM kits.

Kids discover anatomy, biology, and astronomy through hands-on tools, exclusive audio, and engaging experiments that spark curiosity.

THE LEGO GROUP The Lord of the Rings: The Shire | Ages: 18+ | MSRP: $26.99

JUST PLAY

Build Bilbo Baggins’ iconic hobbit hole. It brings film realism home with a round door, detailed interior, and interactive features for an immersive experience.

Disney Jr. Mickey Mouse Deluxe Clubhouse Playset Ages: 3+ | MSRP: $49.99 Available: Fall 2025 Featuring 15 pieces and four figures — Mickey, Minnie, Donald, and Pluto — this interactive set includes lights, sounds, and more than 20 phrases. Packed with activities like slides, a toy plane, and more!

OLLYBALL Peppa Pig Ages: 4+ MSRP: $19.99 Available: Spring 2026 This Toy of the Year winner combines Peppa Pig graphics with a fullforce, indoor-safe kickball.

Kids can color it once with permanent markers or reuse it with washable ones for endless fun.

ULTRA PRO ENTERTAINMENT Pokémon Trainer Expert | Ages: 6+ MSRP: $29.99 | Available: July 2025 This interactive game is for 1-4 players with beginner and expert modes. Players guess which Pokémon is hiding behind clues to earn points, aiming to be the first to acquire 25 points.

MATTEL Care Bears Barbie Cutie Reveal Chelsea Doll Assortment Ages: 3+ | MSRP: $14.99-24.99 Unbox six sweet surprises with Chelsea dolls dressed as Cheer Bear (pictured), Share Bear, or Grumpy Bear. Each color-streaked Chelsea has fun fashions and a matching Care Bears friend for cozy, caring adventures.

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WHAT’S HOT IN LICENSED TOYS & GAMES BASIC FUN! Littlest Pet Shop Sweet & Stylish Assortment Ages: 4+ | MSRP: $9.99 Available: Fall 2025 This series includes a deluxe bobblin’ pet, nine premium accessories, and a collector card. The packaging transforms into a café playscape.

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.

SCHLEICH BLUE MARBLE National Geographic STEM Kits Ages: 4+ | MSRP: $19.99-24.99 Spark curiosity with National Geographic STEM kits. Kids can explore ant habitats, paint the solar system, and dig into ancient Egypt. Each set includes hands-on activities, learning tools, and fascinating facts to discover and learn.

Wizarding World Advent Calendar Ages: 6+ | MSRP: $59.99 Available: Holiday 2025 Celebrate the season Harry Potter-style with 24 detailed mini figures and a fold-out Hogwarts-themed scene for festive play.

JAKKS PACIFIC Disney ily 4EVER Tote-ily Teenies Series 1 | Ages: 6+ MSRP: $9.99 Discover a world of style and storytelling with these mini fashion dolls, each dressed in Disney- and Pixar-inspired outfits, paired with matching accessories and a doll stand, perfect for collecting, displaying, or on-the-go play.

RUZ USA Minecraft Holiday Plush Ages: 2+ | MSRP: $5 Available: Holiday 2025 Minecraft characters festively come to life to accompany gamers at home and play for Halloween and the winter holiday seasons.

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WHAT’S HOT IN LICENSED TOYS & GAMES INCREDIBLE GROUP Squishi Toys Ages: 6+ | MSRP: $6.99 Kids and tweens can squeeze, sniff, and smile with candy-inspired Squishi Toys. Featuring ICEE, Bazooka Gum, and Ring Pop designs, each slow-rising squishy is scented, soft, and perfect for stress relief, fidgeting, or collecting.

MAKE IT REAL

THE OP GAMES

Unicorn Academy Star Stables Nail Spa Ages: 8+ | MSRP: $24.99 | Available: Fall 2025

Clue: Peanuts Edition | Ages: 8+ | MSRP: $44.99

Bring the magic of Unicorn Academy home with this bubbling nail spa, featuring confetti, stickers, press-on nails, and tools for a full manicure experience — complete with a working fountain and easy water drainage.

Solve the mystery of Linus’s missing blanket in this Peanuts-themed twist on Clue. Players uncover who took it, what they made from it, and where they hid it — featuring classic characters and locations.

TREE TOWN TOYS Yes & Know - The Original Invisible Ink Game Books Ages: 7+ | MSRP: $9.99 | Available: Summer 2025 Yes & Know returns after 20 years with six new quiz books and improved invisible ink technology.

YOTO Daniel Tiger’s Neighborhood: Fun in the Sun | Ages: 2+ MSRP: $9.99 Join Daniel Tiger and friends for sunny adventures in this collection of summertime stories!

These sweet tales feature audio from the beloved PBS KIDS series, from playground fun to beach safety.

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HEADSTART Hello Kitty 13 Kimono Doll Ages: 3+ | MSRP: $34.99 Available: Fall 2025 Dressed in a detailed kimono, this Hello Kitty doll features a sweet apple scent and a movable head, arms, and legs for endless play.

She is perfect for collectors and fans of all ages.

JADA TOYS Frosty the Snowman Action Figure Ages: 8+ | MSRP: $29.99 Available: November 2025 Step into the magic of the holidays with Frosty the Snowman. Standing 6.25 inches tall with 15 points of articulation, this figure includes Frosty’s magical top hat, scarf, corn cob pipe, and broomstick. It also comes with a smiling head sculpt and Hocus Pocus, the rabbit.

CRA-Z-ART

BANDAI NAMCO TOYS & COLLECTIBLES AMERICA Godzilla 6-inch Burning Godzilla Ages: 4+ | MSRP: $24.99 | Available: August 2025 This highly detailed figure features an accurate likeness, extensive articulation, and character-specific accessories, making it perfect for play and display.

OOLY Peanuts Activity Travel Kit Ages: 6+ | MSRP: $12.95 This travel-ready activity kit includes a 60-page book, eight vibrant marker colors, and Peanuts-themed stickers for coloring, puzzles, and games featuring Snoopy, Charlie Brown, and the gang.

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.

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WHAT’S HOT IN LICENSED TOYS & GAMES RED TOOLBOX Char-Broil Kids BBQ Set | Ages: 3+ | MSRP: $79.99 Little grill masters can cook up endless summer fun with this BBQ playset, featuring tongs, a spatula, and mix-and-match favorites like burgers, hot dogs, kebabs, and more.

TYTAN TOYS Disney Junior Minnie Magnetic Tile Travel Set Ages: 3+ | MSRP: $19.99 | Available: August 2025 Kids can build Minnie-themed creations on the go with this 29-piece magnetic tile set. It includes standard-size tiles, a reusable sticker sheet, a magnetic bow, a travel bag, and an inspiration manual for portable STEAM fun.

TOYMONSTER

LITTLE TIKES

WWE Rumble Champs Fighting Puppets Ages: 4+ | MSRP: $14.88 Kids can battle with WWE Superstars, including Cody Rhodes (pictured) and John Cena (also pictured, but “u” can’t “c” him), and enjoy easy control, detailed designs, and exciting sound effects.

Batman & The Joker Boom Blaster 2-pack Ages: 3+ | MSRP: $29.99 Face off as Batman and The Joker with these blasters, which feature soft Power Pods that launch up to 12 feet. Safe for indoor or outdoor play, perfect for young DC fans.

DIAMOND SELECT TOYS Lord of the Rings Deluxe Action Figures Series 10 Ages: 8+ | MSRP: $29.99 Available: Holiday 2025 Collectors have the choice of Aragorn in his royal armor and Galadriel with her iconic mirror. These figures feature screen-accurate sculpts and premium art.

ULTRA PRO ENTERTAINMENT Pokémon Pikachu Gaming Accessories Collection Ages: 13+ MSRP: $3.99-34.99 Trainers can add a jolt of fun to their collection with these premium Pokémon accessories featuring Pikachu.

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MONOGRAM INTERNATIONAL Toy Story 30th Anniversary 3D Foam Bag Clips, Series 1 Ages: 4+ | MSRP: $6.99 Available: August 2025 Celebrate 30 years of friendship with these foam bag clips.

Collectors can seek 11 2-inch figures in mystery packs.

JUST PLAY FurReal Coco the Tumbling Panda Ages: 4+ | MSRP: $49.99 | Available: Fall 2025 This interactive plush toy tumbles, giggles, and rolls with more than 40 sound and motion combos. Tickle her, pet her, or give her a drink for endless fun.

HANDSTAND KITCHEN Hello Kitty Sandwich Cutter and Press Set Ages: 6+ | MSRP: $9.99 | Available: August 2025 Turn lunchtime into fun time with this Hello Kitty sandwich cutter and press.

Little chefs can create adorable, shaped sandwiches with Hello Kitty’s face — perfect for adding a dash of joy to any meal.

BASIC FUN! HASBRO Transformers Collaborative Star Wars: The Mandalorian N-1 Starfighter | Ages: 8+ | MSRP: $54.97 This 7.5-inch Star Wars-inspired action figure converts in 37 steps and includes six blast effects, blasters, and a shield that doubles as a display stand.

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.

Care Bears Super Fuzzies Blind Bag Plush Ages: 4+ | MSRP: $14.99 Available: Fall 2025 This assortment features fan-favorite Care Bears with extra fuzzy plush designs. Collect five characters — including an ultra-rare surprise.

PLAYMONSTER Spirograph Machine Ages: 8+ | MSRP: $24.99 Available: Fall 2025 Create stunning, intricate designs. Program patterns, then let the machine draw them with precision. Includes markers, templates, and paper for endless creative fun.

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Global Merchandising Services Makes Music Icons Shelfworthy

by KATHERINE M. HILL, Associate Editor

T

he toy industry is finding a new rhythm as music icons take center stage in the collectibles market.

Driven by nostalgia, fan loyalty, and strategic licensing, toymakers increasingly ink deals to bring beloved artists into playrooms and collectors’ displays.

Global Merchandising Services is one company fostering the jump from the stage to the shelf. Based in Los Angeles and London, it builds and manages licensing programs for musicians, entertainment brands, and cultural icons.

Source: Super7

“We’re seeing an exciting surge in the integration of music, toys, and collectibles, with a growing appetite for unique and immersive fan experiences,” says Lisa Streff, Global Merchandising Services’ SVP of Licensing & Brand Development, North America. “We carefully collaborate with the licensee to strike the right balance between limited-edition exclusivity and broader retail availability. Our goal is to offer core fans a truly special and exclusive experience with limited-edition items, while ensuring that these products are accessible to a wider audience. By doing so, we can engage the most passionate fans while reaching more casual or passive collectors looking for something unique.”

Brands like Funko, McFarlane Toys, and NECA lead the charge, regularly expanding their assortments with new items inspired by a diverse array of contemporary and classic bands and artists.

Meanwhile, Medicom Toy Corp, Rubber Road, and Hornby Hobbies are among other licensees creating unique items spanning collectible bears, ducks, figures, and die-cast vehicles. Super7 has carved out space with meticulously detailed action figures celebrating punk and rock legends, including Ghost’s Papa Emeritus III and the members of Mötley Crüe. “Super7 is delivering some incredible collectibles with their ReAction and Ultimates! action figures,” Streff adds.

With a broad spectrum of enter-

tainers, much thought goes into who to license, and how. “When selecting artists or bands for toy and collectible collaborations, we look for those with strong visual identities and larger-than-life personas that naturally lend themselves to the collectible space,” Streff explains.

“We’re seeing strong performance across all retail channels. Our products are being placed in mass retailers, specialty shops, and dedicated e-commerce stores, and each is performing well” - Lisa Streff, SVP Licensing & Brand

Development, North America, Global Merchandising Services

MICS, MOLDS, AND MARKETING “Music licensing deals play a significant role in shaping the types of products we create, as they allow us to develop merchandise that authentically represents each artist’s unique brand and image,” Streff says. “The approach varies ... but our focus is always on creating products that resonate with their identity and connect with their audience in a meaningful way.”

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Manufacturers are equally thoughtful in fostering a creative symphony between musicians, toy designers, and fans.

“Sometimes the inspiration comes from the fandom — what we know fans ask for,” says Ashley Anderson, Director of Integrated Marketing at Super7. “Other times, we’re longtime fans, and it starts with our passion for the artist.” This blend of fan-driven demand and personal enthusiasm ensures that each figure resonates deeply with audiences.

For companies like Super7, that fandom can span generations, including artists with careers across distinct eras hitting unique artistic notes. “The Godfather of Shock Rock,” Alice Cooper, has a striking persona, making him an ideal choice for immortalization in figure form with vibrant packaging artwork.

“This often makes it tough for collectors to take our figures out of the packaging,” Anderson says.

“They’re more than just musicians — they’re characters in their own right. That theatricality and distinct style translate perfectly into what we do. With Alice, you get horror, glam, and rock in one package.”

Addressing the challenges of developing figures of music legends, Anderson highlights the balance between accuracy and creative interpretation. “You’re working with real people who have a strong legacy, so accuracy and respect are critical — but there’s also room to interpret their stage personas through the Super7 lens,” she explains. “And at times, you are dealing with an estate, so you must ensure you uphold what they want that legacy to be.”

“WE’VE GOT SOME AMAZING NEW MERCH FROM GLOBAL MERCHANDISING THAT I KNOW YOU’RE GOING TO LOVE, INCLUDING SOME LIMITEDEDITION ITEMS.” — OZZY OSBOURNE

Sources: McFarlane Toys, Super7, Funko’s 1989 Ozzy Pop! and Toys’ Music Trick or Treat Studios, andMcFarlane Funko.

Maniacs Metal Ozzy Osbourne action figure.

Source: Global Merchandising Services

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Sources: Super7, Funko, McFarlane Toys, Trick or Treat Studios, and Rubber Road

The response from fans has been overwhelmingly positive. “We see crossover appeal — people come to us because they’re toy collectors and find themselves collecting their favorite musicians, while others are lifelong music fans who are picking up their very first action figure because it’s someone they’ve admired for decades,” Anderson shares. “That blend of audiences is one of the most exciting parts of doing these collaborations.”

Anderson says that artist involvement varies. “Some are super hands-on, giving input on the accessories, outfit choices, etc. Others are just excited to see the finished product and help promote it when the time comes.”

One of Super7’s latest hits is a 5.5inch “Vintage” Action Figure of Lemmy, the legendary Motörhead frontman.

With a beefy, Masters of the Universe-like stance, this is a new Lemmy form factor following earlier offerings in the ReAction and Ultimates! lines.

A SOUNDTRACK TO SALES As music and toys become cross-generational opportunities to connect with kids and kidults alike, the onslaught of new releases continues to strike a chord with retailers as they look to keep audiences in the front row — and the checkout lane — for years to come.

“We’re seeing strong performance across all retail channels. Our products are being placed in mass retailers, specialty shops, and dedicated e-commerce

stores, and each is performing well,” Streff says. “Notable partners like YouTooz, Knucklebones, and Super7 have helped expand our reach across these channels. Because we’ve built partnerships with both mass and specialty retailers, our products are widely available and continue to see equal success across the board, ensuring that fans can find and enjoy our collectibles no matter where they shop.”

ROCKING WITH ICONS With Licensing Expo opening its doors this week, there’s no doubt that new deals will be struck. In the meantime, Global Merchandising has big plans for artists such as Iron Maiden, Rob Zombie, and “The Prince of Darkness,” Ozzy Osbourne.

“As we celebrate Ozzy Osbourne’s highly anticipated ‘Back to the Beginning’ farewell event at Villa Park in Birmingham, U.K. on July 5, 2025, we’re excited to unveil a range of exclusive collectibles that will pay tribute to his legendary career,” Streff says. “Our longstanding partnership with Funko will continue with stylized Pop! figures, while McFarlane Toys will release detailed articulated figures that capture Ozzy’s iconic persona. Additionally, Castline will offer die-cast figures and vehicles to mark this milestone. These collaborations align with this event and will coincide with key album anniversaries, bringing fans new and exciting ways to connect with Ozzy’s legacy and giving them a piece of rock history to cherish.”

Those anniversaries include the 45th anniversary of Blizzard of Ozz, the 30th anniversary of Ozzmosis, the 15th anniversary of Scream, and 5th anniversary for Ordinary Man.

“This is going to be a very emotional show for me. How lucky am I that I get to share the stage one last time with many of the friends I’ve known and toured with throughout my career and do it in the city where it all began? And especially, to be able to say goodbye and thank my fans, who are the ones that gave me this unbelievable life, means more to me than anything,” comments Ozzy Osbourne. “We’ve also got some amazing new merch from Global Merchandising that I know you’re going to love, including some limited-edition items. ” As for Iron Maiden, the band heads out on its Run For Your Lives World Tour next week, and fans can look forward to a range of premium collectibles featuring 50th Anniversary logo art.

This fall, Trick or Treat Studios will release new Halloween masks, including styles inspired by Iron Maiden’s “Eddie” mascot and Ghost and Rob Zombie.

Additionally, the company is expanding its offering based on Zombie’s cinematic universe, with figures from House of 1000 Corpses and the director’s 2007 take on Halloween. “We only went into action figures in the last couple of years,” says Alyson Furst, Trick or Treat Studios’ Marketing and PR Manager noting that the new figures shown at Toy Fair this year are “pretty highly anticipated.”

NEXT UP ON THE PLAYLIST Just as artists are mindful of leaks ahead of new album and single releases, both Streff and Anderson are staying tight-lipped on what’s next. But with a strong track record and constant innovation, it’s a safe bet that it’s gonna rock.  Katherine M. Hill is an Associate Editor for The Toy Book. After a decade in music journalism, she’s stoked to revisit the scene.

She’ll hold your merch and wait by the sound booth while you skank in the mosh pit.

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RAISING THE BAR

THE POWER OF REPRESENTATION Can a licensing agent be the key to your business success?

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

O

ften, I am asked whether working with a licensing agent is worth it. As with most questions, the answer is, “It depends on your situation,” but I can tell you that having a good licensing agent on your side can supercharge your business.

From strategic introductions to leveraging your IP to managing deals, licensing agents can help to create new opportunities, take on some of the burden, and streamline the licensing process. Plus, they can be great resources because of their industry expertise.

Some may believe agents cost too much, but you can think of it this way: It’s like on Shark Tank when the Sharks want more equity than the presenters wish to give. If a licensing agent is bringing you deals you wouldn’t otherwise have, isn’t it better to have less of something than 100% of nothing?

Remember, like the Sharks, a good agent can bring a lot to the table.

Here are some benefits of working with a licensing agent: • Expertise in licensing • Can save you time from having to find your own deals • Connections to industry professionals with which to make those deals • Help manage those deals so that you can focus on growing your business • Expertise in trends and market insights • Someone to talk to and answer your questions

HOW DO AGENTS GET PAID? There’s no one-size-fits-all, but companies generally compensate agents with a monthly retainer and/or a percentage of the royalties for deals they bring in or work on. The exact compensation depends on the agent or agency.

HOW CAN YOU FIND AN AGENT? Try contacting industry organizations and also ask your network for referrals.

To find the right agent for you, interview more than one agent and get references from others who have worked with them.

You want to feel comfortable with the agent and confident you’re getting a fair deal before committing. Ideally, you’ll want to find someone you like and trust who shares your vision and has connections in the industries in which you want to license. Ultimately, though, working with an agent is your business decision.

THE LEGALITY OF IT ALL Of course, let’s not forget about legal.

This is Raising the Bar, after all. Here are three things to remember: 1. Ensure the contract you sign with the agent accurately reflects your deal with them (and is fair).

2. Even though agents are there to help guide you, in most cases, they are not lawyers and shouldn’t be the ones answering your legal questions.

3. You are the one who should sign third-party license agreements, so make sure you find a knowledgeable

Source: stock.adobe.com

“If a licensing agent is bringing you deals you wouldn’t otherwise have, isn’t it better to have less of something than 100% of nothing?”

- Stephanie Pottick, Esq., Pottick Law PC & Protect for Success

lawyer to help you with legal questions about the license agreement (and the agent’s agreement).

Remember to be smart like the Sharks and do your homework regarding agents (and legal). I wish you success in your licensing ventures — stay safe and stay legal!  * 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.

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Source: Jazwares

ANIME-ZING! JAZWARES BLDR Crunchyroll Medium Building Set Buildable Collectible 10-inch Assortment — Yuji Itadori Ages: 13+ | MSRP: $19.99 With this 298-piece set, fans can build a 10-inch tall figure of Jujutsu Kaisen’s lead character, Yuji Itadori. The figure also has 19 points of articulation for fun posing opportunities.

PMI KIDS’ WORLD Naruto Infinite Tsukuyomi Capsule | Ages: 6+ MSRP: $7.97 | Available: August 2025

FUN IN MOTION Avatar: The Last Airbender Shashibo Series Ages: 8+ | MSRP: $25.99 each Kids can bend the elements of air, earth, fire, and water with these magnetic puzzle cubes. Each element is sold separately and features characters from the show that match the element.

Naruto fans will recognize the Infinite Tsukuyomi moon, doubling as the capsule for this unique collectible. Includes one figure, an accessory related to the character, and a looping panel replicating the Infinite Tsukuyomi illusion.

BANDAI NAMCO TOYS & COLLECTIBLES AMERICA Ultimate Legends One Piece | Ages: 4+ MSRP: $10.99 | Available: October 2025 These five-inch figures of Luffy (pictured) and Zoro feature 27 points of articulation and add to any One Piece fan’s collection.

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EXG PRO

TOMY

One Piece Holdems, Mini Cable Guys Phone Stand and Device Holder | Ages: 3+ | MSRP: $19.99 Available: Summer 2025

Jixelz Remix Spy X Family & Tokyo Revengers 200Piece Assortment Ages: 8+ | MSRP: $8.99 Available: Fall 2025

Luffy and Buggy the Clown (pictured) step into the Holdems scene, adding swashbuckling fun to your home decor while keeping your tech essentials safe.

Fans can build and display their favorite Spy X Family and Tokyo Revengers characters. Each set includes 200 puzzle pieces, a display hook, and an easy-to-follow guide to build each character.

HASBRO Transformers Collaborative Naruto Shippuden X Transformers Kurama And Gamakichi Ages: 8+ | MSRP: $54.99 The worlds of Naruto and Transformers collide with this two-pack set of Kurama and Gamakichi as Autobots.

Each figure transforms into its respective animal form and includes unique accessories for each character.

FUNKO Dragon Ball Z Kid Buu Bitty Pop! Mini-Figure 4-Pack Specialty Series | Ages: 6+ | MSRP: $14.99 Fans can collect 16 characters in four different 4-packs (sold separately). The acrylic case of four figures measures the same width as a standard Pop! Vinyl figure. A full series stacks vertically to measure the same height as a standard Pop! box.

JAZWARES Total Anime Shoto Todoroki & Katsuki Bakugo - 6.5-Inch Figures Ages: 8+ | MSRP: $16.99 | Available: June 2025 These iconic characters from My Hero Academia feature more than 30 points of articulation, three alternate face plates, four extra hands, and five energy effects. Collect Bakugo (pictured right) or Todoroki, each sold separately.

THE OP GAMES Clue: One Piece | Ages: 8+ | MSRP: $44.99 A classic game gets a pirate-themed twist with this One Piece edition of Clue. Players can choose their favorite character and try to find out which island has the sought-after treasure.

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PROPERTY PROFILE

T

his is Berk. It’s a mythical place that exists in DreamWorks Animation alongside the studio’s other beloved make-believe lands like Far Far Away and Valley of Peace. You see, while many fantasy locales have monsters or robots, in Berk, they have dragons.

Since its debut on March 26, 2010, How to Train Your Dragon has captured audiences with unique storytelling, charming characters, and, of course, its extensive dragon lore. The animated adventure-comedy still holds a special place in the hearts of its fanbase and continues to impact generations even after its first appearance more than 15 years ago.

How To Train Your Dragon follows Hiccup, voiced by Jay Baruchel, who goes against the Viking traditions by befriending Toothless, a fearsome Night Fury dragon. When something threatens the safety of humans and dragons, it’s up to the unlikely duo to challenge the foundations of Viking society and navigate a delicate path toward peace.

With its box office performance totaling more than $495 million worldwide, the film began a trilogy that continued

with the releases of How to Train Your Dragon 2 and How to Train Your Dragon: The Hidden World. The franchise continued to grow and expand over the years with numerous television series, such as Dragons: Riders of Berk, Dragons: Defenders of Berk, Dragons: Race to the Edge, Dragons: Rescue Riders, and Dragons: The Nine Realms.

Celebrating the franchise’s successes and dedicated fanbases, Universal Orlando Resort will incorporate the world of Berk into its Universal Epic Universe Theme Park. Inside How to Train Your Dragon – Isle of Berk, guests enter a portal to experience rides, shows, food, and attractions inspired by the animated franchise. Families can also shop for exclusive Dragon fashion, toys, and collectibles only available inside the park.

“As one of the most beloved franchises with cross-generational appeal, the enduring legacy of How to Train Your Dragon has captivated fans across the globe,” says Rafael Macias, Global CPG Commercial Officer, Universal Products & Experiences. “With Universal Pictures’ live-action retelling, we’re excited to grow the brand, delivering new innovation that

enables fans to fly and train dragons like never before and immersive retail experiences that tap into what fans love most about the franchise – the lore of Vikings and dragons.”

This year, the How to Train Your Dragon franchise expands even more with a live-action movie directed by Dean DeBlois. Fans of all generations will gather in theaters on June 13 to watch the Universal Pictures film retell the thrilling adventures of Hiccup and Toothless. The ensemble cast features the talents of Mason Thames, Nico Parker, Julian Dennison, Bronwyn James, Nick Frost, Gabriel Howell, and Harry Trevaldwyn, alongside Gerald Butler, reprising his role of Stoick the Vast from the animated film.

Guided by the licensing team at Universal Products & Experiences, retailers can expect renewed interest in the franchise ahead of this summer’s theatrical release. Spin Master, returning as a master toy licensee, will offer a host of new products alongside additional toys, games, and collectibles from Funko, Hasbro, Insight Editions, Nex Playground, and more. 

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SPIN MASTER

ULTIMATE PLASMA BLAST TOOTHLESS Ages: 4+ | MSRP: $29.99 This Toothless action figure boasts an impressive 26-inch wingspan and comes to life with lights and sounds. The figure features an articulated head, legs, and wings for dynamic action.

SPIN MASTER

REAL FLYING R/C TOOTHLESS Ages: 4+ | MSRP: $39.99 Kids can create soaring adventures with this Toothless-inspired R/C. Designed for outdoor play, this USB rechargeable R/C dragon features realistic flapping wings and a range of up to 250 feet.

INSIGHT EDITIONS

THE ART AND MAKING OF HOW TO TRAIN YOUR DRAGON | MSRP: $50 Discover behind-the-scenes details about the live-action retelling of How to Train Your Dragon with this 208-page book, complete with exclusive cast and creator interviews, never-before-seen photos, and stunning concept art.

HASBRO GAMES

MONOPOLY: HOW TO TRAIN YOUR DRAGON EDITION Ages: 8+ | MSRP: $24.99 Players can live their Viking dreams by learning about different species, training dragons, and competing in challenges to test their skills. The first player to train a dragon from each class or the last player with fish wins.

FUNKO

HOW TO TRAIN YOUR DRAGON LIVE-ACTION POP! VINYL COLLECTION | Ages: 6+ | MSRP: $11.99-29.99 Inspired by the live-action film How to Train Your Dragon, these Funko Pop! figures feature fan-favorite characters, including Toothless, Hiccup, and Astrid.

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Source: Carrera Revell of Americas

AUTOMOTIVE & MOTORSPORTS CARRERA REVELL OF AMERICAS Carrera Hybrid | Ages: 12+ MSRP: $199.99 | Available: September 2025 Experience next-level racing that blends real-world excitement with gaming and AI. Up to 30 drivers can drive, while up to 16 can compete in intense head-tohead battles. The starter set comes with two cars, the Porsche 911 GT3 R “Black Devil” and the Porsche 911 GT3 R “Red Devil.

SPIN MASTER Monster Jam Smash & Bash 1:15 GraveDigger R/C Ages: 4+ | MSRP: $49.99 | Available: Fall 2025 The legendary Grave Digger monster truck crashes and repairs itself with the push of a button. This full-function R/C performs stunts, drives in crash mode (pictured), and easily conquers any wild terrain.

MATTEL Hot Wheels Ferrari F40 Competizione Ages: 3+ | MSRP: $1.25 | Available: July 2025 The Ferrari F40 Competizione, built for Le Mans, boasted a 720bhp engine, reinforced chassis, and racing gearbox. Now, kids can bring it home in 1:64 scale.

TOMY 1:16 Case IH Puller Tractor | Ages: 3+ MSRP: $49.99 Available: Fall 2025 Bring tractor pulling home with this Case IH model. It features lights, sounds, oversized tires for fun play, and race-inspired “Roaring Red” graphics.

ABACUS BRANDS DK Virtual Reality Transport!

Ages: 8+ | MSRP: $59.99 Explore the evolution of transportation in stunning Virtual Reality, from wheels to Moon landings.

This gift set includes a DK book, more than 20 VR experiences, and VR goggles.

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RED TOOLBOX Stanley Jr. Race Car Kit Ages: 5+ | MSRP: $19.99 Build and play with this ready-to-assemble dump truck kit. Kids use imagination and creativity while constructing with pre-cut wood, plastic parts, decals, screws, and nails.

SUPER IMPULSE World’s Smallest Hot Wheels Series 10 Ages: 6+ | MSRP: $5.99-9.99 | Available: Summer 2025 Rev your engines — the latest collection of miniature Hot Wheels vehicles includes Buzz Off, Ramblin Wrecker, and Sooo Fast. Each features die-cast metal and working wheels.

EUROGRAPHICS Sparkle Smash Monster Jam Lunch Bag Ages: 5+ | MSRP: $17.99 Sparkle Smash roars to life in this 100-piece puzzle and lunch bag set. Kids can build skills and enjoy snacks with Monster Jam’s fierce unicorn-themed truck.

THE LEGO GROUP LEGO Speed Champions 2 Fast 2 Furious Honda S2000 | Ages: 9+ | MSRP: $26.99 Available: June 2025 Recreate high-speed action with this brick-built Honda S2000 from 2 Fast 2 Furious. Build, race, and display with the included Suki minifigure behind the wheel.

MGA ENTERTAINMENT CarTuned Series 3 Ages: 6+ | MSRP: $4.99 Designed by collectors for collectors, CarTuned models feature metal bodies, real rubber tires, and authentic wheel details. Choose from various colors and styles, perfect for display or play.

ROUND2 Polar Lights Herbie Volkswagen Beetle 1:25 Scale Snap Kit Model Ages: 10+ | MSRP: $36.49

JADA TOYS Just Trucks | Ages: 8+ | MSRP: $3.99-19.99 These detailed die-cast trucks are perfect for collectors and young fans. They feature opening doors and hoods and smooth-rolling rubber tires and are available in 1:64, 1:32, and 1:24 scales.

Build movie history with this 1:25 scale model kit.

Kids can kidults can capture the charm of the iconic Volkswagen Beetle, featuring racing stripes, the number 53, and expressive details.

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OUTSIDE THE BOX

©2025 SCG POWER RANGERS LLC AND HASBRO

RE-IGNITING POWER RANGERS

Power-Charged Package Design for an Iconic Entertainment Brand

by TED MININNI, President & Creative Director, Design Force Inc.

T

his fall, the core line of Mighty Morphin Power Rangers: Re-Ignition products will hit retail shelves, marking the initial collaboration between Power Rangers brand owner Hasbro and Playmates Toys. The revamped line includes a broad range of innovative products from action figures to role-play items inspired by everyone’s favorite teens turned alien-fighting heroes and their action-packed adventures from the original series, which aired in 1993.

Shortly after this exciting licensing agreement between the two global toy manufacturers was established, Playmates Toys engaged our design team to develop the packaging for the core product line.

“Our design objective was to create a fresh, new package design system that generates excitement among today’s kids, who are discovering Power Rangers for the first time, and pay homage to the original series in a visually authentic manner to appeal to parents and collectors who have an affinity and love for the brand because they grew up watching it,” explains Michele Adamsen, Vice President, Creative Services at Playmates Toys.

MINING FOR VISUAL CUES Before embarking on the design development process, we immersed ourselves

in the history of the Power Rangers franchise, sifting through every incarnation of package design presented to fans over the previous 31 years to uncover equitable, evergreen visual cues associated with the brand. We then evaluated the packaging for the original series to determine which assets would be perceived by adult fans as unique to the brand’s first three years.

We concluded that five iconic elements should be incorporated into the new Mighty Morphin Power Rangers: Re-Ignition package design system: a palette of various tones of bright green to serve as an ownable overall background color; the five individual Power Rangers colors leveraged in a meaningful way to refer to the original series in a single brand voice; the white diamonds that appear on the Power Rangers uniforms used as an iconic accent; authentic lightning bolts strategically integrated as an energetic, unifying thread; and bold, colorful imagery of the five different Power Rangers helmets playing a primary role as distinctive package design architecture.

RE-IMAGINED AND REFINED We began design development with a refresh of the original Power Rangers logo. The objective was to update it completely, yet maintain the original equitable

attributes to be immediately recognizable and familiar to fans who grew up with the brand. None of the original attributes were eliminated, yet all were re-imagined and refined.

The refreshed logo maintains the original Power Rangers custom typography – still extruded, underlined, on a sweeping arc, and in tones of green — yet it’s more visually balanced and rendered in a cleaner, more contemporary manner.

Behind it, the arced red “wall” that holds the Mighty Morphin segment typography has been redrafted and perfected. The bold, yellow, three-dimensional lightning bolt — the iconic centerpiece of the original logo — is much cleaner and brighter.

And the purple disc, now a perfect circle, continues to tie everything together in the background. Lastly, we added lightning at the base of the yellow, iconic bolt to integrate the blue and white Re-Ignition typography into the refreshed logo design, marking the start of a new era.

Once the logo design was completed, our team began generating concepts for the core product line’s package design system, working with the blister card and window box structures as a basis for design development.

Our package design system solution features a vertically stacked “totem” of the

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new packaging. These icons replace the diamonds within the product segmentation system on all Dinozord product packaging. Yet, the product name bar retains the color streaks associated with each Dinozord’s Power Rangers character.

©2025 SCG POWER RANGERS LLC AND HASBRO

The packaging for Mighty Morphin Power Rangers: Re-Ignition has been designed to generate excitement among today’s kids and adult fans who grew up with an affinity for the brand.

five Power Rangers helmets leveraged as a bold, dynamic package design architecture anchored to the front panel’s left side to initiate the storytelling. The helmet images were sourced from original photography, then digitally enhanced to make each color more vibrant and impactful, ensuring that they will be hard to miss by fans of all ages at retail. Emanating from behind the helmets are bold, horizontal streaks of energetic color that transition to a bright green, horizontally streaked background texture. A bright, white burst of energy and lightning serves as the product field, either as an overlay on the blister card or a bright green streaked background on the window box insert.

These modular elements combine to form an exciting, contemporary backdrop for the core product line.

The refreshed logo locks up with the helmet totem in the upper left corner, while the product name and descriptor originate from the lower right corner, often in conjunction with product feature photography and associated text or Try Me! communication. Key call-out communication appears in bold white and yellow on a black, horizontal holding shape, edged in blue to tie in with the treatment of the Re-Ignition typography.

On blister card packaging, a die-cut emphasizes the helmet totem along the left edge. On all boxed packaging formats, the helmet totem transitions to the left side panel, featuring action poses of all five Power Rangers over a burst of lightning. On window box packaging, the

blister card die-cut is mimicked along the left and right sides of the window die-cut to continue the lightning bolt theme.

MEANINGFUL SEGMENTATION Both color and iconography play integral roles in the Power Rangers universe. Leveraging them meaningfully as part of the new Mighty Morphin Power Rangers: Re-Ignition packaging sets up the perfect product segmentation system.

Character-specific color in the product name area allows consumers to easily navigate the product line and quickly locate their favorite products.

The basis of the product segmentation system is a horizontal bar that picks up the energetic color streaks for each character and holds the product name. The bar is skewed to the same degree as the typography that it holds, and is extruded, so it has a dimensional quality. To the left of the product name is an icon inspired by the diamond motif on the Power Rangers uniforms in the original series. For products that represent the brand in an all-encompassing way, the color streak within the horizontal bar shifts from the individual Power Rangers colors to a blend of green and black, yet still retains the diamond icon. For alien characters, the color streak within the horizontal bar shifts to purple, and the diamond icon is replaced with an icon depicting Rita Repulsa’s headpiece.

The five Dinozord icons have also been redesigned in a simpler, more relevant, and contemporary style for the

DESIGN WITH MORPHIN IN MIND The core Mighty Morphin Power Rangers: Re-Ignition package design system has been developed with maximum flexibility in mind. All of the modular design assets can be configured to accommodate any conceivable structural configuration or reworked to create retailer-exclusive packaging that’s distinctively different while retaining enough visual equity to coexist cohesively with the core line look.

Having an opportunity to work with amazing, evergreen brands like Power Rangers never gets old. We’re proud to have played a role in the most recent iteration of the logo and package design system for one of the longest-running kids’ live-action series in television history, and in the initial collaboration between two of the toy industry’s global brand leaders.

“We had a clear objective: to revamp the packaging and branding in a way that not only captures the attention of new fans with fresh, exciting designs, but also resonates with original fans — many of whom are now parents — so they can re-engage with the franchise and share their love for it with the next generation,” says Pete Kellond, Global Creative Director of Licensed Consumer Products at Hasbro. “Design Force, along with our amazing partners at Playmates Toys, nailed it from the start, and we’re absolutely delighted with the outcome.”  Ted Mininni is President and Creative Director of Design Force, a design consultancy for global brand leaders in toy and entertainment. To learn more about the key design strategies his consultancy employs in the development of package design and style guide design for toy and entertainment brands, reach out to him directly at (856) 810-2277 or via email at tmininni@designforceinc.com. Visit designforceinc.com for more information.

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Source: Super Impulse

LICENSED GAMES SUPER IMPULSE World’s Smallest Games Ages: 8+ | MSRP: $5.99-9.99 Perfection, Exploding Kittens, Throw Throw Burrito, and Tip It join the World’s Smallest Games collection, each offering a working gameplay experience in miniature form. The extensive collection also includes classics like Simon, Candy Land, and many others.

HASBRO The Game of Life: Barbie Edition Board Game Ages: 8+ | MSRP: $29.99 Come on, Barbie, let’s play The Game of Life!

Kids and Barbie fans alike can dream big — the player with the most Dream Points when everyone arrives at the party is declared the winner.

This game was created by Hasbro under license from Mattel.

ULTRA PRO Bob Ross Gaming Accessories Collection Ages: 13+ | MSRP: $19.99-36.99 This collection highlights the beautiful landscapes of Bob Ross’ paintings through tabletop accessories that players can use to protect their trading cards.

UNIVERSITY GAMES Dog Man Big Jim Begins Dice Game Ages: 6+ | MSRP: $16.99 Available: June 2025 Kids race to complete six cards by rolling dice and matching in this Dog Man-themed game based on the beloved book series by Dav Pilkey.

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GOLIATH The Sims Board Game Ages: 12+ MSRP: $19.99 Available: August 2025 Gamers can celebrate the 25th anniversary of The Sims on the tabletop instead of the screen. This new board game is said to bring the “storytelling and fun” of The Sims into the physical world.

MOOSE GAMES Hello Kitty Game Collection | Ages: 6-8+ MSRP: $14.99-19.99 | Available: July 2025 With Hello Kitty Reach for the Stars, Hello Kitty And Friends Snack Shop Game, and Hello Kitty Strawberry Milk Slap, kids can play with their favorite Sanrio characters from a range of easy-to-learn and exciting card and board games.

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 obstacle course as fast as possible. Wobble across the table maze, rock across the tiling walkway, and more.

MASTERPIECES Tabletop Cornhole Ages: 13+ MSRP: $29.99 Represent the Bills Mafia with this Buffalo Bills NFL-licensed cornhole game that includes two wooden boards and eight mini bean bags with the team colors and logo. Additional NFL teams are available to delight football fans.

MAESTRO MEDIA Strawberry Shortcake Berry Besties Bake-Off Ages: 8+ MSRP: $19.99 This card game for 2-6 players features classic Strawberry Shortcake artwork across more than 100 Bake-Off cards, 10 Recipe cards, and six Reference cards.

It also comes with a scented sticker.

THE OP GAMES Clue RuPaul’s Drag Race | Ages: 14+ | MSRP: $44.99 Werk the game of Clue with a RuPaul twist. Players work to solve the mystery of the missing crown across a game board featuring colorful locations from the fabulous competition show, like the Main Stage, the Untucked Lounge, and more.

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LICENSED GAMES THAMES & KOSMOS EXIT: Adventures on Catan Ages: 10+ | MSRP: $19.95 Available: Summer 2025

RELATABLE Hunt A Killer: The Haunting at Wicker Ridge Ages: 14+ | MSRP: $29.99 Available: July 21, 2025

EXIT: The Game is coming to Catan. Players will trade with the island’s residents to grow their land and uncover resources inspired by the original Catan whilst navigating classic escape room-style puzzles.

In this game, players become paranormal investigators. They use clues and evidence to assist ghost hunters Sam and Colby, find the name of the demon haunting Wicker Ridge, and banish it.

SCRUNGO GAMES Fuzzballs: Pizza Thief Ages: 8+ MSRP: $12.99 Available: Summer 2025 This game is extra cheesy. Kids calculate the perfect amount of pizza slices to make the furry Fuzzballs happy while sabotaging friends’ orders.

SPIN MASTER Disney Villains Chess Ages: 8+ | MSRP: $24.99 | Available: Fall 2025 Channel that Disney villain energy while meticulously playing the game of chess. This game includes a 17-inch chessboard and 32 Disney Villain chess pieces with bases that show their original chess symbols, ready for checkmate.

EDUCATIONAL INSIGHTS Wheel of Fortune Electronic Game Ages: 8+ | MSRP: $24.99 Wheel of Fortune fans now have the game at their fingertips with this handheld device. Like the game show, players can spin the wheel, guess letters, and solve 300 puzzles curated by the show’s writers.

PLAYMONSTER Koosh Kornhole Ages: 5+ | MSRP: $19.99 Enjoy this indoor and outdoor classic game with a Koosh spin.

Koosh Kornhole is easy to set up and includes six Koosh balls and a Kornhole board with two legs.

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PROPERTY PROFILE

g n i t s a Bl Off!

Source: The LEGO Group

Disney’s Lilo & Stitch Licensing Program Shoots for the Stars Ahead of New Movie

F

or more than 20 years, Stitch, the fuzzy blue alien from Disney’s Lilo & Stitch, has been one of the most popular kids’ characters. Since Lilo & Stitch hit theater screens in 2002, the character has been at the center of three animated sequels, an animated TV series, an attraction at Walt Disney World, and, now, a live-action adaptation of the original movie.

With the live-action Lilo & Stitch arriving in theaters this week, Disney and its licensees have ramped up an already expansive program of licensed toys, games, accessories, and more. Some toymakers involved in the Stitch frenzy include Basic Fun! with its Disney Stitch Stretch Armstrong, Just Play with its Disney Stitch Many Moods Plush, The LEGO Group with the Disney Lilo and Stitch Beach House, and Wow! Stuff with

By Ashley Pelletier, Associate Editor

the Disney Angel Puppetronic by RealFX following up its Pulse of Play Award-winning Stitch Puppetronic from last year.

“The live-action film has allowed our licensees to get even more creative,” says Liz Shortreed, Senior Vice President of North America and Global Softlines at Disney. “In this film, Stitch has a brand new style that still maintains all the elements of the original character that consumers know and love and translates perfectly into the product space. With the live-action character, we really leaned into his ‘fluffiness’ and cute appearance, allowing our licensees to be innovative when creating products.”

Along with Stitch’s obvious qualities, which make him an ideal character for toy development, the world-building and storyline of Lilo & Stitch are especially alluring for kids and adults alike.

“Stitch’s story has many layers,” Shortreed says. “From its main setting against the lush, vibrant backdrop of the Hawaiian islands to the fact that Stitch is a blue alien from outer space — there are so many angles to develop product from.

These story elements, paired with the fact that Stitch has multi-generational consumer appeal, allow licensees to develop a broad range of cross-category products, from toys, plush, and apparel to food, beauty, homewares, and more.”

As Stitch returns to the big screen in a fresh new form, his enduring appeal shows no signs of slowing down. With a rich world to explore and a character as lovable as ever, Disney and its partners are tapping into every opportunity to bring a little more aloha — and a lot more Stitch — to retailers and into fans’ lives. 

THE LEGO GROUP LEGO Disney Lilo and Stitch Beach House | Ages: 9+ | MSRP: $89.99 This building set features Lilo and Nani’s beach house. The set features details from the movies, including Lilo’s drawing on the fridge, Stitch’s spaceship, and more.

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MAKE IT REAL Craft Along with Stitch Storybook & DIY Bracelet Set Ages: 6+ | MSRP: $19.99 Kids can design tropical friendship bracelets with this kit, complete with beads, charms, and cord. The set also comes with a storybook featuring Lilo and Stitch.

BASIC FUN! Disney Stitch Stretch Armstrong Ages: 6+ | MSRP: $14.99 Available: Fall 2025

CRA-Z-ART

Kids can pull and twist this Stitch figure, which can stretch up to five times its size.

Disney Stitch Slimy Creations Studio Ages: 6+ | MSRP: $19.99 Kids can create Stitch-themed slimes with this set, which comes with different colors, confetti, beads, molds, and more.

JAZWARES Squishmallows x Stitch | Ages: 3+ | MSRP: $12.99 This 6.5-inch Squishmallows plush features Stitch with sunglasses and an ice cream cone. Soft, detailed, and collectible —it’s perfect for snuggling, gifting, or on-the-go fun.

TYTAN TOYS

PLAYMONSTER

Disney Stitch Magnetic Cube Set Ages: 3+ | MSRP: $39.99 Available: August 2025

Laughing Stitch Game Ages: 6+ | MSRP: $17.99 With this game, kids press Stitch’s belly to start the music, then pass him around. Whoever is holding Stitch when he laughs gets a token. The player with the fewest tokens wins.

Kids can build structures from Lilo & Stitch, including Stitch, Lilo, Lilo’s beach house, Stitch’s spaceship, and more.

JUST PLAY Many Moods Stitch Ages: 3+ | MSRP: $39.99 Kids can interact with Experiment 626 with this plush toy. The 13.5-inch plush features expressive LCD screen eyes and makes more than 50 sounds and reactions.

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Source: Jada Toys

SPOOKY & SPOOPY JADA TOYS

BLUE MARBLE

Scooby-Doo! Wave 1 Action Figures Ages: 8+ | MSRP: $24.99 Available: Spring 2025

Blue Marble Halloween Dig Kit Ages: 4+ | MSRP: $9.99 Available: September 2025

Each 1:12 Deluxe Scale Scooby-Doo figure, such as Shaggy (pictured), Creeper, and Mummy of Ankha, stands 6 inches tall, is fully articulated, and comes with different accessories, including alternate hands and headsculpts.

Kids can use a digging tool to excavate a ghost, skull, bat, and mummy figures from the skull- and pumpkin-shaped dig bricks.

MOOSE GAMES

FUNKO

Deddy Bear Tomb Lock Card Game Ages: 8+ | MSRP: $14.99 Available: Fall 2025

Bitty Pop! Bitty Box Byers House | Ages: 3+ MSRP: $25 | Available: Summer 2025 The tiny collectible showcases rooms from the Stranger Things’ Beyers household and includes a Bitty Pop! Upside Down Will and Bitty Pop! Eleven with Goggles.

Attempt to bury players using various piles of four random cards to make matches and block others with Deddy Bear figures. Create four of one kind in each card pile to win.

RUZ USA Plush Skeleton Snoopy | Ages: 2+ MSRP: $16.99-19.99 | Available: Fall 2025 Collectors and kids can display or cuddle this 11-inch-tall Snoopy wearing a skeleton outfit.

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CHOOSECO Choose Your Own Adventure The Mystery of Chimney Rock Ages: 9+ | MSRP: $8.99 Available: November 2025

THE LOYAL SUBJECTS Teletubbies 2.5-inch Halloween Cheebee Figure Ages: 3+ | MSRP: $5.99 | Available: June 2025 Each 2.5-inch Teletubbies Cheebee figure is dressed in a Halloween costume, including a cat, witch, mummy, and more.

Readers can make different choices to determine the interactive story’s ending, such as successfully breaking the Chimney Rock curse.

There are 36 possible endings.

EXG PRO Pumpkin King Cable Guys Controller Holder and Phone Stand Ages: 3+ | MSRP: $29.99 Available: Summer 2025

SANTOKI LEGO Skeleton Keychain Light Ages: 6+ | MSRP: $16.99

This detailed figurine of The Nightmare Before Christmas’ Jack Skellington as The Pumpkin King can hold various devices such as phones, gaming controllers, and more.

Kids can use the 3-inch-tall replica of the LEGO minifigure as a keychain and flashlight to light their way through spooky darkness.

FUN IN MOTION TOYS Limited Edition Spooky Series Shashibo | Ages: 8+ MSRP: $25 | Available: Fall 2025

BASIC FUN! Littlest Pet Shop Black Light Series 2 Ages: 4+ | MSRP: $4.99 Available: Fall 2025

Kids can reveal new Halloween-inspired designs while moving and shifting the magnet-powered Shashibo cube.

This series features 18 neon miniature animal bobblehead figures that glow under a black light.

CRA-Z-ART Peanuts 100-piece Jigsaw Puzzles Ages: 6+ | MSRP: $6.99 each Puzzlers can choose from “Boo” (pictured) and “Happy Halloween” 100-piece puzzles featuring Snoopy and friends doing seasonal activities, like holding a spooky sign in a pumpkin patch or sitting inside a jack-o-lantern.

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SPOOKY & SPOOPY

THEORY11 PMI KIDS’ WORLD

Stranger Things Jigsaw Puzzle Ages: 14+ | MSRP: $24.95

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

This 1,000-piece puzzle features holographic red-andsilver foil, art from Theory11’s Stranger Things Playing Cards, and Easter eggs from the show.

Series 1.5 includes 44 funny, ugly monster figures with new personalities, colors, and expressions. Each pack includes two figures.

GOLIATH Manner of Death Ages: 14+ MSRP: $29.99 Available: August 2025

HEADSTART INTERNATIONAL Disney Ooshies Halloween Assortment Ages: 5+ | MSRP: $5 | Available: Fall 2025 Kids can collect and play with 4-inch figures of Mickey Mouse, Minnie Mouse, Woody, and Buzz Lightyear in Halloween attire and colors.

Players compete to determine the manner of death by removing layers of cards from body parts to expose clues and scanning codes on their phones to discover police investigations, look at lab results, and watch interviews.

TOMY IGLOO BOOKS Disney: Halloween Countdown Library Ages: 3+ | MSRP: $24.99 This picture book includes more than 80 Halloween-themed stickers and 13 seasonal stories featuring Disney and Pixar characters.

Warhammer Age of Sigmar Gloomspite Git Plush Ages: 12+ | MSRP: $16.99 Available: Fall 2025 Kids and collectors can cuddle the plush version of Gloomspite Git and notice details from the Warhammer game.

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PLAYVIEW BRANDS Zombie Apocalypse Defense — 7-piece NERF BUNKR Battle Zone Set | Ages: 8+ | MSRP: $99.99 Prepare for the zombie horde with four NERF BUNKR Battle Zone inflatables for cover, two inflatable zombie targets, and an extra protection barrier.

FARM TO FUN Snowy the Mouse Halloween Puzzle Ages: 3+ | MSRP: $11.99 | Available: August 2025 Snowy the Mouse and friends fly through a pumpkin patch in this 40-piece puzzle with holiday-shaped pieces.

The puzzle features art from the original cartoon.

PLUS-PLUS USA Puzzle By Number — Jack-O’-Lantern Ages: 5+ | MSRP: $14.99 | Available: June 2025 Artists must match each number with the corresponding piece color to fill in the design and complete one of several Jack-O’-Lantern images.

MONOGRAM INTERNATIONAL Star Wars Halloween 3D Foam Bag Clips, Series 1 Ages: 4+ | MSRP: $6.99 | Available: August 2025 Young Jedi can collect 11 mini Halloween-inspired Star Wars figures, including Ghost R2D2, Ewok Trick-or-Treat, Mummy Yoda, and more.

FUNKO Bitty Pop! Bitty Box Pennywise Lair Ages: 17+ | MSRP: $25 | Available: Summer 2025 This mini collectible features rooms from Pennywise’s lair plus Bitty Pop! Pennywise and Bitty Pop! Georgie Denbrough figures.

RUBIES Ghostbusters Child Deluxe Costume Ages: 6+ | MSRP: $35 Available: Summer 2025 Kids can bust some ghosts in this khaki jumpsuit, which has a front zipper, functional chest pockets, interchangeable, embroidered Velcro name patches, and an image of the Ghostbusters logo.

It also includes an inflatable proton backpack. Don’t cross the streams.

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PROPERTY PROFILE

P

repare to celebrate great white sharks, practical effects, and John Williams’ haunting score — JAWS is turning 50. To mark the milestone, Universal Products & Experiences has sunk its teeth into a shark-sized licensing program honoring Steven Spielberg’s award-winning film that kicked off the era of the “summer blockbuster.”

“Since the release of JAWS in 1975, there have been numerous products inspired by the film, ranging from toys and collectibles to clothing and accessories,” says Melissa Rodriguez, Vice President of Global Franchise Strategy for Universal Products & Experiences. “Over time, we’ve offered fresh creative alignment with trends and teamed up with various new licensees to offer a fresh perspective on these items, all while staying true to the film’s legacy and ensuring that the nostalgia remains intact.”

With products like The Official JAWS Coloring Book from Scholastic, JAWS Pinball from Stern Pinball, and a range of action figures from NECA — alongside an updated version of Ideal’s classic The

Game of JAWS — retailers can expect a feeding frenzy online and in stores.

According to Rodriguez, creating these items is a collaborative effort, much like the Orca’s famed shark hunt. “From the LEGO Ideas JAWS set, which brings the Orca and one of cinema’s most iconic scenes to life, to a Little Golden Book that reimagines JAWS for a younger audience in a fun and light-hearted way, we offer a wide range of products and partnerships that cater to both longtime fans and new ones,” she says.

Caregivers can introduce their kids to the PG film with Mattel’s Fisher-Price Little People Collector JAWS set. “This is really a set for collectors and fans alike,” says Julia Maher, Senior Marketing Director of Fisher-Price. “Fans can sink their teeth into this set, which includes the three lead shark hunters — police chief Martin Brody, oceanographer Matt Hooper, and veteran seaman Quint, all reimagined in signature Little People style.

And when you see it in package, that mo-

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BigMouth’s JAWS 50th Anniversary collection features two limited-edition floats, including the Giant Shark Pool Float pictured below.

Source: BigMouth

ment comes to life in such a fun way, featuring the legendary shark himself! This is a great way to display the whole moment from the film and celebrate JAWS. The package is full of Easter eggs for fans to ‘hunt.’”

With BigMouth’s Limited Edition JAWS 50th Anniversary collection, consumers can continue to ride the celebratory wave.

Featuring two water toys, the Shark Pool Noodle ($19.99) and Giant Shark Pool Float ($74.99), the line was created for collectors, fans, shark enthusiasts, and casual pool enjoyers alike. The float is shaped like the great white’s mouth, so families can jump into the iconic shark’s “jaws” without the consequences.

“One of the coolest (and most challenging) parts was designing the shark’s mouth,” explains Heidi Ong, Communications and Marketing Director at BigMouth. “Getting that dramatic open-jaw

The Fisher-Price Little People Collector JAWS set includes three characters from the film in the Little People figure style. | Source: Mattel

shape just right — with the sharp angles, depth, and iconic expression — took a lot of creativity and engineering. But our [BigMouth] team nailed it, staying true to the original design while making it totally float-worthy.”

In addition to products, consumers can celebrate the IP through various licensed events and experiences. Starting Sept. 14, the Academy Museum of

Motion Pictures will showcase JAWS: The Exhibition. In addition to a gift shop with exclusive products, visitors can view the single surviving “Bruce” the shark from JAWS and discover props, costumes, concept art, and more.

Alamo Drafthouse Cinema will also host JAWS Movie Party screenings, which include licensed popcorn buckets, merchandise, and themed food. This will also occur in Martha’s Vineyard, the filming location for the fictional Amity Island.

Due to the nature of the licensing program and the film’s enduring impact, retailers of all sizes can likely find JAWS 50th Anniversary products to hook their target audience.

Whether customers are searching for JAWS-inspired children’s books, collectibles, toys, apparel, or experiences, they’ll find something with bite. As BigMouth’s Ong sums it up, JAWS is more than just a movie — it’s an iconic moment, a bold piece of pop culture art, and a nostalgic thrill that still makes waves.”  Samantha Connell is an Associate Editor for The Pop Insider, The Toy Book, and The Toy Insider. She is an aunt to Cora, dog mom to Willow, Star Wars fan, and Clemson alumna.

NECA’s Sam Quint action figure (pictured left) and The Official JAWS Coloring Book by Scholastic are launching for the film’s 50th anniversary. | Sources: NECA/Scholastic

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Source: Diamond Select Toys

SPORTS ENTERTAINMENT DIAMOND SELECT TOYS AEW Minimates Series 4 Box Set Ages: 8+ | MSRP: $29.99 Available: Holiday 2025 The latest 2-inch scale All Elite Wrestling (AEW) mini-figures collection includes Will Ospreay, Swerve Strickland, Timeless Toni Storm (pictured), and MJF in one box set.

ABACUS BRANDS

PMI KIDS’ WORLD UFC Punching Bag Capsule Ages: 8+ | MSRP: $9.97 Kids can open these UFC-themed punching bag capsules to reveal one of 12 mini action fighters and matching accessories.

ESPN Virtual Reality Ages: 8+ | MSRP: $59.99 Available: Fall 2025 Kids can experience soccer fields, basketball courts, and more in virtual reality using this kit, which comes with a DK Illustrated Book and features more than 20 VR experiences.

ELENCO Soccer Shot | Ages: 7+ | MSRP: $99.99 | Available: July 2025 Kids can build this Snap Circuits set, which 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.

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HASBRO Monopoly Panini Prizm: NBA 3rd Edition Ages: 8+ | MSRP: $39.99 The latest edition of Monopoly Panini Prizm features trading cards of basketball players from the 2024-25 season. Players use Panini cards to draft a team to take control of games and collect points from opponents.

MATTEL WWE Ultimate Edition Action Figure Assortment Ages: 8+ | MSRP: $32.99 These 6-inch WWE action figures feature more than 30 points of articulation and come with swappable hands, heads, and authentic attire.

SUPER IMPULSE World’s Smallest MLS Soccer Ball Ages: 6+ | MSRP: $6.99-7.99 Available: Summer 2025

JAKKS PACIFIC Roxy Beach Wagon | Ages: 8+ MSRP: $129.99 | Available: Spring 2025 This wagon features an extendable pull handle, all-terrain wheels, and dual mesh cup holders. It also folds up for easy storage and can carry up to 220 pounds for heavy lifting.

This set includes an official soccer ball, a bag, and a sticker pack with the logos of all 29 Major League Soccer (MLS) teams so kids can kick around the World’s Smallest soccer ball.

TOYMONSTER WWE Splat Heads | Ages: 3+ | MSRP: $3.88-7.88 Kids can squish and throw these stretchy figures inspired by WWE wrestlers. The figures come in 4.3-inch large size and 2.2-inch smaller sizes.

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.

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PROPERTY PROFILE

Yo Gabba Gabba! Revives Licensing Program Following Apple TV+ Reboot

by Ashley Pelletier, Associate Editor

T

he final episode of Yo Gabba Gabba! aired on Nick Jr. on Nov. 12, 2015. Nine years later, the show has returned with a fresh look and title — Yo Gabba Gabbaland! — on Apple TV+.

While the franchise’s flagship show has a new name and host, the same creative team behind the original hit has a hand in its revival. Bart Silberman, founder and President of Golden Sombrero, Yo Gabba Gabba’s licensing agency, says the reboot has given the team new energy, especially regarding the licensing program.

“We were just all so ecstatic to get the opportunity; it’s so rare in life to get the chance to do something again; you get kind of a renewed heartbeat,” Silberman says. “Apple TV+ gave us that renewed heartbeat, and it’s awesome to spread this message again.”

The original audience for Yo Gabba Gabba! is now a part of the burgeoning kidult market, but they are also starting to have kids who can be introduced to the brand through Yo Gabba Gabbaland!

“It’s this parallel path of working on the young adult collectors’ market with certain aspects of the licensing program while also really pushing the young parent with other aspects,” Silberman says.

“Certain brands like Jazwares cross over into both.”

Jazwares’ initial collection of Yo Gabba Gabbaland! toys is slated for release this fall. The collection includes plush, action figures, and vehicles featuring the classic characters from both series: Foofa, Brobee, Muno, Plex, and Toodee. The company is even launching an exclusive collector’s product at Comic-Con International: San Diego in July.

Yo Gabba Gabbaland! action figures | Source: Jazwares

“It’s incredibly exciting for Jazwares to be part of the next chapter with Yo Gabba Gabbaland!” says Gerhard Runken, Executive Vice President of Brand and Marketing at Jazwares. “This beloved series has a special place in the hearts of families worldwide, and with globally recognized musicians, comedians, and entertainers set to make appearances, we’re eager to connect with collectors and fans alike.”

Sources: Apple TV+/Jazwares

Jazwares is not the only company releasing licensed products for Yo Gabba Gabba! this year. Other collaborations include apparel from Ripple Junction, a publishing deal, and more. Silberman says these collaborations will unabashedly embrace the series’ silly, fun nature. After all, Yo Gabba Gabbaland! rocked Coachella last month for an audience of all ages.

“I think it allows kids to be themselves and be silly,” Silberman says. “We’re a very interactive show driven by music. It encourages the kids to get up off the floor and dance and be silly and make noise and be themselves. It really encourages families to do that together with music, crafts, and activities. It presents it in a way that feels very different compared to almost all other new children’s programming.”  Ashley Pelletier is an Associate Editor for The Toy Book, The Toy Insider, and The Pop Insider with a master’s in journalism from Quinnipiac University. When she isn’t writing her latest story, she is reading a fantasy novel or re-watching one of her three favorite TV shows over and over again.

She’s also a big fan of showing people pictures of her two dogs and cat.

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Source: Mantic Games

VIDEO GAME ICONS 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.

EXG PRO Five Nights at Freddy’s: Freddy Fazbear Cable Guys Controller Holder & Phone Stand Ages: 3+ MSRP: $29.99 Available: Fall 2025 This Five Nights at Freddy’s-inspired holder, featuring game-accurate details of Freddy Fazbear, is designed to hold your devices and add a frightful touch to any display space.

THE LEGO GROUP LEGO Mario Kart: Mario & Standard Kart Ages: 18+ | MSRP: $169.99 Gamers can show their love for Nintendo’s Mario Kart series with this 1,972-piece buildand-display model featuring a poseable Mario and the standard kart vehicle.

HASBRO Transformers Collaborative Sonic the Hedgehog x Transformers Wingtail and Blue Booster Action Figures Ages: 8+ | MSRP: $49.99 | Available: Summer 2025 Sonic the Hedgehog characters become 5-inch Transformers figures that convert from robots to vehicles. The Blue Booster becomes a car in 27 steps, while the Wingtail transforms into a biplane in 32 steps.

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SPIN MASTER

SANTOKI

Tetris: The Board Game Ages: 8+ | MSRP: $19.99 Available: Fall 2025

LEGO Video Game Guy Keychain Light Ages: 6+ | MSRP: $16.99

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.

This officially licensed 3-inch LEGO keychain features video game details, LED lights in the feet, poseable limbs, and a switch in the chest.

NEX

MOOSE TOYS

Nex Playground | Ages: 5+ | MSRP: $199 Families can connect this device to their TVs to engage in active gaming without needing extra sensors or clunky wearables. This system features an optional subscription through which families can play games like Fruit Ninja and Whack-A-Mole alongside licensed titles inspired by Peppa Pig, Care Bears, Teenage Mutant Ninja Turtles, Gabby’s Dollhouse (pictured), Miraculous, and more.

Heroes of Goo Jit Zu Minecraft Enderman Ages: 4+ | MSRP: $13.99 Available: July 2025 Minecraft fans can squeeze this Enderman figure to discover the hidden “Gunpowder Piece” inside. The Enderman’s stretchy body also grows up to three times its size and can return to its original state.

JADA TOYS Street Fighter II Vega (Wave 4) Action Figure Ages: 8+ | MSRP: $24.99 | Available: August 25 Gamers can display one of the most iconic characters from the Street Fighter series with this Vega action figure. This 6-inch, 1:12-scale collectible features game-accurate details and comes with swappable accessories.

HASBRO NERF Fortnite Frenz 4 Ever Blaster Ages: 8+ | MSRP: $19.99 Inspired by Fortnite, this NERF blaster features game-specific characters like Fishstick, Peely, Meowscles, and Cuddle Team Leader. The toy comes with six NERF Elite foam darts and a bonus code to unlock the Frenz 4 Ever Wrap in the game.

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Source: Warner Bros. Pictures

SUMMER BLOCKBUSTERS

SUPERMAN MCFARLANE TOYS

FUNKO Pop! Jumbo: Superman Ages: 3+ | MSRP: $39.99

DC Super Powers Superman (Movie) Ages: 12+ | MSRP: $11.99 Available: July 2025

The Man of Steel flies into collections as a 10-inch Jumbo Pop! with vibrant details and an action pose.

This 4.5-inch retro-style action figure is inspired by the new Superman film from director James Gunn.

MATTEL

RUBIES Superman Deluxe Costume (Adult) MSRP: $55.99-60.99 Available: Summer 2025 This Superman jumpsuit features a printed emblem and foam padding in the chest, shoulders, and biceps for a strong, heroic look. A hook-and-loop closure in the back makes it easy to wear. It has attached shoe covers, a printed gold belt, and a detachable red cape.

UNO Superman Ages: 7+ | MSRP: $6.49 Available: Fall 2025 With a deck featuring graphics inspired by favorite characters and scenes from the film, players try to match colors and numbers — there’s even a special “Kryptonite” rule that will have somebody taking all the green cards from every hand. And when down to a last card, don’t forget to yell “UNO!”

SPIN MASTER Up in the Sky! Flying Krypto | Ages: 4+ | MSRP: $29.99 | Available: Fall 2025 Soar into action with Krypto the Superdog. Kids can watch the 7.5-inch Krypto figure zoom through the air for up to five minutes as they recreate daring superhero rescues.

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Source: Universal Pictures

JURASSIC WORLD REBIRTH SPIN MASTER

THE LEGO GROUP

Jurassic World Bitzee Ages: 5+ | MSRP: $34.99 Available: Fall 2025

LEGO Jurassic World Rebirth Spinosaurus & Quetzalcoatlus Air Mission | Ages: 8+ | MSRP: $149.99 Available: June 2025

Kids can hatch, grow, and train 25 dinos, then battle or trade with friends through wireless play.

MGA ENTERTAINMENT

This playset features Zora Bennett, Martin Krebs, Dr. Henry Loomis, and Duncan Kincaid at the ancient temple.

Kids can pretend to gather a valuable DNA sample from the Quetzalcoatlus nest. The set also includes an articulated Spinosaurus figure.

MGA’s Miniverse Jurassic World Make It Mini Dinosaurs Ages: 8+ | MSRP: $9.99 Available: June 1, 2025

TOYMONSTER Jurassic World Captivz Plated Surprise Egg Ages: 3+ | MSRP: $9.99

Kids will discover a mystery egg or cylinder inside each mystery capsule containing one of 12 surprise dinosaurs. Inject the egg or cylinder with the “Dino DNA” powder, shake, and reveal.

Enter a new era of chaos with these surprise eggs.

Kids can crack open the eggs to discover one of three dinosaurs, compounds, stickers, and more.

MATTEL Jurassic World Rebirth Launch ‘N Battle Vehicle Set Ages: 4+ | MSRP: $34.99 | Available: Fall 2025 Race into adventure with this vehicle, complete with a detachable turret with blaster. It launches either a DNA sample-collecting dart or a net projectile.

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TALKIN’ TOYS

NOT JUST A BABY SHOW

ABC Kids Expo Greets Retail Rockstars with Big Ideas for Little Ones

by JAMES ZAHN, Editor-in-Chief Q&A with Jill Hegstad, Manager of Marketing and Sponsorships, ABC Kids Expo Source: ABC Kids Expo

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his year, ABC Kids Expo overlaps with the adjacent Licensing Expo, conveniently offering attendees of both shows the opportunity to connect, make deals, and discover something new.

While concerns about tariffs and international trade have alarms sounding globally, more than 300 exhibitors are ready to show off new products across multiple categories, from baby gear to preschool toys to furniture and beyond.

For more on what makes ABC Kids Expo an important, cross-industry event, The Toy Book caught up with Jill Hegstad, Manager of Marketing and Sponsorships, to learn more.

exciting new opportunities that could enhance their offerings and create fresh revenue streams for their businesses.

TB: What opportunities are there for discovering emerging brands or exclusive product launches?

TB: How does the show help retailers differentiate themselves in a competitive marketplace?

JH: We love emerging brands! Many iconic baby products actually made their debut at ABC or were part of our New Product Showcase over the years. ABC is so special because it’s a highly collaborative event — everyone there is focused on elevating and shaping the future of the juvenile products industry. For buyers, it’s not just about what’s new from wellknown brands like UPPAbaby; they’re also interested in discovering fresh, innovative products, even something as simple as a single SKU from a mom inventor. For emerging brands exhibiting at ABC, it can be their best chance of getting picked up by a major retailer or even landing a licensing deal.

JH: Consumers today have so many shopping options, and they’re savvier than ever, so retailers really need to stay ahead. ABC is the perfect place for that.

It’s not just about seeing the products that will be in demand in the future — it’s also a great opportunity to learn. Our exhibitors do an amazing job showcasing their products and showing retailers how to merchandise them in their stores to maximize sales. It’s inspiration central.

The Toy Book: What makes ABC Kids Expo a must-attend event for mass and specialty retailers?

TB: How do the traditional toy and baby markets converge at the Expo?

Jill Hegstad: ABC is truly more than just “the baby show.” It’s a comprehensive event showcasing various products, ranging from baby gear and toys to apparel and gifts. It is unique because we bring together established brands and emerging startups, offering a diverse mix of exhibitors. This diversity allows retailers to discover products across categories they might not have considered before. We have baby stores that will find products they can sell for older siblings.

We also have apparel stores that will find plush, gifts, and room décor to surprise and delight customers. They often find

JH: We’re definitely seeing a lot of brands expand their product offerings these days. At ABC, that’s really on full display because our buyers come from so many different markets. For example, we’re seeing baby gear brands venturing into apparel, and brands traditionally focused on toys are now branching into categories like feeding and soft goods.

While these brands might only showcase toys at toy shows, ABC gives them the opportunity to show off their entire product range. It’s a great way for retailers to see the bigger picture of what these brands offer.

TB: What types of show specials or buyer incentives can retailers take advantage of during the show?

JH: The vast majority of ABC exhibitors offer show specials exclusive to attendees, and these deals can easily cover the cost of your trip to Las Vegas. We see a lot of discounts, free freight, and great offers on “best seller bundles.” ABC is often the first opportunity for retailers to place orders for brand-new products, so they get early access before anyone else. In today’s world, where consumers expect fast delivery, being the first to get these products is a huge advantage. 

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BABY & JUVENILE PRODUCTS U.S. BABY AND JUVENILE PRODUCTS

DOLLAR SALES U.S. BABY & JUVENILE INDUSTRY CATEGORY

DOLLARS

% CHANGE

Bed & Bath

$804 million

-11%

Entertainment

$835 million

-4%

Feeding

$1.6 billion

-2%

Furniture

$731.4 million

-14%

Mobility Furniture

$425 million

-10%

Safety & Health

$568 million

-7%

Travel

$2.3 billion

-1

TOTAL

$7.3 billion

-5%

TOP LICENSES

1

2

3

4

5

Minnie Mouse

Jeep

Bluey

Ms. Rachel

Mickey Mouse

Source: Circana, Retail Tracking Service, U.S., dollars adjusted, 12 months ending February 2025

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Source: Ravensburger

OH BABY! RAVENSBURGER Play+ Collection Ages: 1+ MSRP: $7.99-44.99 Coming Soon Ravensburger introduces young minds to puzzles and sorting with Play+, a line of simple and educational shape-fitting toys. The brightly colored, animal-themed toys help develop fine motor skills and recognize colors and shapes. The range includes the 4-in-1 Shape Sorter Chameleon (pictured), Wooden Touch & Play Puzzle: In the Jungle, 3-in-1 Stacking Cups Bird’s Nest, and more.

SUNNY DAYS ENTERTAINMENT Tonka Potty Trainer Ages: 0+ | MSRP: $34.99 Available: Fall 2025 Officially licensed by Hasbro, this 2-in-1 potty trainer resembles a yellow dump truck. The top is a heavy-duty step stool and the bottom is a durable potty seat.

RADIO FLYER Voya XT Quad Stroller Wagon Ages: 6 MOS+ MSRP: $599.99 This kid-carrying, cargo-hauling wagon is fun for little ones and practical for families.

It can fit four children in the removable seat and has a detachable canopy with peek-aboo windows.

SPIN MASTER GUND Disney Collection Ages: 0+ MSRP: $24.99-34.99 The GUND Disney collection features cuddly characters designed for keeping and collecting. This high-quality plush line includes beloved characters like Bambi, Simba (pictured), and Donald Duck.

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TOMY Lamaze Peek-A-Moo Friendly Barn Ages: 6 MOS+ | MSRP: $14.99 Available: Fall 2025 This soft fabric barn features crinkle flaps, satin ribbons, a jingle ball, and adorable, attached farm animals to foster sensory play.

CUBIKA

GOKI AMERICA

Wooden Toy Collection Ages: 18 MOS+ MSRP: $11.99+

Hanging Dragon Dreams Mobile Ages: 0+ | MSRP: $19.95 This mobile brings a mythical and magical moment to nurseries with adorable dragons made with premium wood and deep colors. The mobile helps develop visual perception as infants track the dragons’ movements.

Cubika creates colorful wooden pieces for young ones to build and create. The Wooden Pyramid, Toy Set Joyful Dinos, and Rainbow Express Train (pictured) help with fine motor skills and are made with water-based paints.

MATTEL

TIGER TRIBE

American Girl Disney Babies Ages: 18 MOS+ | MSRP: $109 each These American Girl baby dolls are inspired by princesses Rapunzel, Ariel, and Moana. Each doll comes with a 10-piece Cuddle & Care playset.

Sensory Spinner Bunny Ages: 6 MOS+ MSRP: $9.99 This cute bunny can be spun, shaken, and chewed, providing a sensory experience and enhancing fine motor skills. It securely attaches to any smooth surface with its powerful suction cup.

MELISSA & DOUG Ms. Rachel Wooden Learning Blocks Ages: 18 MOS+ MSRP: $29.99 Little ones can learn while building and stacking these 26 wooden blocks showcasing numbers, colors, emotions, animals, and more.

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OH BABY! PI KIDS Disney Baby: Mom and Dad Loves Me! Sound Books | Ages: 0+ MSRP: $11.99 These books (sold separately) show kids how loved they are by telling the story through their family’s favorite Disney characters. With interactive sounds, these books add fun to storytime.

JAZWARES CoComelon JJ’s Musical Barn Ages: 18 MOS+ MSRP: $19.99 This barn playset features eight sensory experiences, includes a JJ figure, plays three songs, and has adorable farm animals. It’s also travel-friendly and has a handle so kids can take it along on adventures.

THE LEGO GROUP LEGO DUPLO Disney Winnie the Pooh’s Birthday Party Ages: 18 MOS+ | MSRP: $19.99 It’s time to celebrate Winnie the Pooh’s birthday with all his dear friends. This 22-piece set introduces young ones to building blocks featuring brightly colored, beloved characters.

BIBS Baby Glass Bottle Complete Set Ages: 0+ | MSRP: $16.95+ Designed for comfortable feeding, these reliable bottles are made from lab-grade borosilicate glass, making them heat-resistant and durable.

They come in a variety of mix-and-match colors and assorted sizes.

BABYBUDDHA

PEG PEREGO

2.0 BREAST PUMP MSRP: $189.99

Volo | Ages: 0+ MSRP: $349.99

This quiet, rechargeable, handsfree pump features six soft stimulation modes and nine expression modes. It is compact and portable, making it convenient for parents to take on the go.

This stroller weighs just 12 lbs and offers a comfortable ride for children from birth up to 50 lbs. It can fit in an airplane’s overhead bin, making it travel-friendly for the family’s next big adventure.

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MIKU

MADAME ALEXANDER

Pro Smart Baby Monitor MSRP: $149 + $9.99/mo membership fee

12-Inch My First Baby Doll Ages: 0+ | MSRP: $39.95 This soft plush baby doll is available in three skin tones and comes in a variety of soft clothing colors. Its cuddleable fabric body is designed for little ones to hug and love.

This baby monitor tracks live breathing, movement, and sleep patterns without needing a wearable device. It utilizes SensorFusion and radar technology and features a 1080p HD camera with night vision.

SMART TOYS & GAMES SmartMax My First Explorers Ages: 1+ | MSRP: $24.99 Budding engineers can magnetically connect pieces of a car, plane, and rocket to let their imaginations soar.

GOLDBUG Adventure Harness Backpack Ages: 1+ | MSRP: $35

LEARNING RESOURCES

This backpack keeps an independent toddler close without cramping their style. It comes with a removable bungee tether on a stylish toddler-sized backpack.

It includes an interior ID card.

Peekaboo Learning Barnyard Playset Ages: 18 MOS+ | MSRP: $34.99 Toddlers can develop fine motor skills with the easyto-grasp farm animals in the barn. Then, they can play peekaboo, practice color and number recognition, and enjoy an adventure down on the farm.

KIDDY CRAWLER Crawligator | Ages: 4 MOS+ | MSRP: $89.99 Babies can rest comfortably on their tummies atop this alligator-themed toy, then use their arms and legs to move forward in a crawling motion. Available in seven colors.for children from birth up to 50 lbs.

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MARKETING MEMO

HOW BABY BRANDS WIN ON TIKTOK

Purpose and Authenticity Build Communities

by MALLORY BROWN, 5WPR Senior Vice President, Parenting, Consumer Lifestyle

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ikTok isn’t just for dance trends anymore. In 2025, it’s where baby brands are connecting with a new generation of digital-first parents. #MomTok and #DadTok have become vibrant, high-engagement communities where parents and caregivers turn for advice, humor, and product recommendations. TikTok isn’t optional if you’re marketing to parents; it’s where the conversation happens.

Parents today aren’t flipping through magazines or waiting for mailers. They’re scrolling, and they’re listening. Mintel reports that nearly 20% of parents are turning to TikTok when making baby purchases. That’s not a trend; it’s an evolution. Brands that get themselves noticed in real ways are getting results.

The others? Scrolled by.

AUTHENTICITY BEGINS WITH REAL PARENTS Overmade ads don’t ring true. TikTok is built on real, authentic content, sometimes taken during nap time. Collaborations with actual parents and sharing personal accounts truly connect. These are not scripted testimonials; they’re authentic conversations.

Parents want to hear, “This worked for me,” from someone like them. Brands that utilize this approach can experience measurable increased engagement by leveraging trust.

RIDE THE WAVE OF CURRENT TRENDS AND HUMOR TikTok is trend-focused. Pampers got it right with its #360StretchChallenge, encouraging parents to share sweet videos of active babies in Pampers. It was enjoyable, brand-centric, and timely.

Humor counts, too. Graco posts humorous parenting moments and puts its brand spin on them. Being human, not perfect, builds loyalty.

SHOW THE PEOPLE BEHIND THE PRODUCT Transparency is what parents want.

Parents want to know who they’re buying from and why they’re meant to trust the company. TikTok offers a chance to be more human, whatever that may be to your narrative.

Unproduced, conversational videos often feel more authentic, and that authenticity builds trust with viewers.

TEACH, DON’T PREACH Parents need answers, and TikTok is where they find them. This is a massive opportunity for brands to build engagement and create a larger sense of community. By providing bite-sized tips, debunking myths, and revealing how-tos in helpful, short videos, baby brands are making parenting feel a little easier — and a lot more connected.

PARTNER WITH CREATORS WHO FIT TikTok creator popularity isn’t just about followers; it’s about believability, providing others with a peek behind the curtain at their normal, everyday lives.

Gerber’s Solid Foods marketing succeeded because they decided to enlist creators who were already discussing nutrition in a credible-sounding voice.

Messages resonate more deeply when creators are trusted to lead with their own voice and perspective. Pampers cracked the code with parent influencer creators whose accounts feel like blogs, not ads.

Top photo: stock.adobe.com Headshot: Siora Photography

BUILD COMMUNITY, NOT JUST REACH Winning brands build communities and share content that fosters a space where parents feel seen, supported, and connected. By engaging in comments, re-posting user content, and running contests to encourage participation, brands foster loyalty among their audience.

Successful brands also create a safe space for parents to comment and help one another along their individual parenting journeys. This sense of community turns an everyday user into a brand loyalist and advocate.

SHOW UP WITH PURPOSE The top-performing baby brands on TikTok aren’t just pushing products — they’re consistently showing up with content that matters to their audience.

With purposeful content, brands have the opportunity to create a loyal following, build trust, and drive results. TikTok is not just a social media platform; it’s a cultural driver.

Brands that lead with purpose and authenticity turn attention into trust — and trust into conversion.  Mallory Brown serves as a Senior Vice President within 5W’s Wellness division, specializing in consumer wellness and parenting. She spearheads comprehensive public relations campaigns for her clients, who range from up-and-coming brands to widely recognized global companies in the diet, fitness, supplement, baby, juvenile, parenting goods, and parenting app space.

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Source: The LEGO Group/Hasbro

PLAYFUL PRESCHOOL THE LEGO GROUP LEGO DUPLO Peppa Pig Funfair Ages: 2+ | MSRP: $49.99 Preschoolers can pretend-play a day at an amusement park with this 53-piece building set. Licensed

by Hasbro, it comes with Peppa Pig, Candy Cat, and Danny Dog figures.

MELISSA & DOUG Disney Mickey and Friends Sticker Wow! Ages: 3+ | MSRP: $11.99 These collectible Mickey Mouse stamp kits consist of 24 pages of Disney-themed activities.

The refillable sticker stamper comes loaded with 100 unique designs in every pack.

CREATEON Crayola Glitter Pip-Tiles | Ages: 3+ MSRP: $24.99 These mini magnetic building tiles are designed for small hands and feature magnets on each end, allowing young builders to create unique structures and patterns.

RED TOOLBOX Oklahoma Joe’s Kids Smoker Set Ages: 3+ | MSRP: $79.99 Kids can pretend they are smoking brisket with this play smoker that releases safe “steam” that looks like the real thing.

RADIO FLYER Flyer Glider Jr. | Ages: 2+ | MSRP: $69.99 This premium 3-wheel scooter has wheels illuminated with LED lights and high-performance bearings. It is easily adjustable for height and has a foot brake for extra kid-friendly control and comfort.

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HASBRO Nano-mals Interactive Pets Ages: 5+ | MSRP: $14.99 | Available: August 2025

PLAYMOBIL Playmobil Junior & Disney Mickey Mouse’s Rocket Space Adventure Ages: 1+ | MSRP: $14.99 | Available: August 2025 Mickey Mouse’s rocket features colorful and vibrant pieces that can be stacked, counted, and fitted into the rocket in preparation for takeoff. It includes numbered pieces one through three and Mickey in an astronaut suit.

SCHYLLING S’NOODLES Ages: 4+ | MSRP: $9.99 Kids can simply dampen, dab, and stick the brightly colored S’noodles together for mess-free building and crafting.

S’noodles are made from biodegradable corn.

Discover a world of fashionable, pocket-sized pets with Nano-mals. These electronic interactive pets feature an electric heart meter that communicates their needs to their young caregivers. The more the pets are played with and cared for, the more interactions they unlock.

SPIN MASTER Gabby’s Dollhouse Meow-mazing Interactive Dollhouse Ages: 3+ MSRP: $99.99 Available: Fall 2025 A dollhouse that doubles as a cat? Purrfect. When the cat’s nose is pressed, the dollhouse offers interactions, guided play, storytime, and more.

It has a Gabby figure, ten play pieces, and various dollhouse accessories.

JAZWARES TIGER TRIBE Presto Racers | Ages: 3+ | MSRP: $9.99

Marvel Spidey and His Amazing Friends Team Up Tank | Ages: 3+ MSRP: $14.99 | Available: Fall 2025

Straight out of Australia, these die-cast cars are ready to race. Available in three collectible designs — Flash (pictured), Jet (blue), and Ace (white), these mini cars speed off by pressing down on them.

The 4-inch Spidey Glider Jet and 6-inch Hulk Smash Tank can be fast vehicles individually or combined to form an unstoppable machine.

GARDEN REPUBLIC JR. Strawberry Shortcake Decorate and Grow Starter Kit | Ages: 4+ | MSRP: $29.99 This gardening kit includes a pink wooden planter box and real strawberry seeds for planting. It can be personalized with scratch-and-sniff Strawberry Shortcake stickers while waiting for the berries to grow.

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PLAYFUL PRESCHOOL TOMY Big Farm John Deere Construction Excavator Ages: 3+ | MSRP: $59.99 Available: Fall 2025 This 1:16-scale vehicle is modeled after a real John Deere Construction Excavator. It is designed for kids and features lights, sounds, an operating door, and an articulated arm with a bucket.

BASIC FUN! Spidey & His Amazing Friends — Spidey’s Webquarters Playhouse | Ages: 3+ | MSRP: $19.99 Available: Fall 2025 This playhouse is a pop-up tent offering a fun space for kids to swing in, hang out, and enjoy their adventures.

JAKKS PACIFIC SIMPLAY3

Daniel Tiger’s Neighborhood Swim Time Friends Figures 5-pack | Ages: 2+ | MSRP: $12.99

Coastal Crab Sandbox Ages: 18 MOS+ MSRP: $59.99

This five-piece set includes Daniel Tiger, Miss Elaina, Prince Wednesday, Katerina Kittycat, and Jodi Platypus.

This classic sandbox is designed to be both fun and durable. It features a lid for protection against the weather, keeping the sand inside clean and dry. With no assembly required, it is a straightforward and entertaining addition to any backyard or patio, making kids and parents anything but crabby.

CRA-Z-ART Softee Dough Fancy Tea Party Set Ages: 3+ | MSRP: $5 This ultra-soft molding compound comes with tools to create a tea party. The non-toxic dough can be shaped into pastries, macrons, tea, and more using cup and plate press molds and accessories.

HORIZON GROUP USA Bluey Jumbo Sand Art Ages: 3+ | MSRP: $24.99 This outdoor toy brings the Australian beaches to kids’ backyards! Little pups can use the shovel and funnel to fill the Bluey doll with seven colorful sands or water.

JUST PLAY Sesame Street Hokey Pokey Elmo Ages: 18 MOS+ | MSRP: $39.99 | Available: Fall 2025 This Elmo toy plays the Hokey Pokey and Freeze Dance. When his furry red hands or feet are squeezed, he shakes, spins, and moves while singing and speaking in English and Spanish.

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PLAYFUL PRESCHOOL SUNNY DAYS ENTERTAINMENT

LITTLE TIKES

John Deere Mini Farm Vehicles Ages: 3+ | MSRP: $19.99 Available: Spring 2025

Bluey Grannies Car Coupe | Ages: 18 MOS+ MSRP: $74.99

This set includes three vehicles: the R Series Tractor, the 6105M Tractor, and the Gator. Each vehicle features a button that activates realistic vehicle sounds and bright lights. When the rev motor is pulled, the vehicles drive forward.

Inspired by the Bluey episode “Grannies,” this Cozy Coupe allows kids to get around in Bluey style. With four wheels and a single kid-sized seat, little ones will love using the steering wheel to drive their way around.

BENE WORLD

MINDWARE

Friendship & Brave Tails Ages: 3+ MSRP: $24.99

Math Sandwich Ages: 3+ | MSRP: $15.95 This game teaches kids the basics of math through sandwich ingredients. Each piece is made of felt. Kids can practice counting and addition with more 100 food pieces, including cheese, vegetables, and all of the other sandwich fixings.

This storybook kit teaches the importance of friendship. It includes two plush figures that connect magnetically at the tail, symbolizing their bond. Kids can write and engage in the interactive storybook while learning about friendship.

FISHER-PRICE Imaginext Superman Kaiju Clash Ages: 3+ | MSRP: $34.99 Available: June 2025 Inspired by the new Superman film from director James Gunn, this action figure set features a 3-inch Superman alongside the villainous 10-inch Kaiju.

The monster has lights, sounds, and actions, such as mouth chomping and arm swinging, making it perfect for an epic battle against the Man of Steel.

TYTAN TOYS Disney Princess Castle Magnetic Tile Set Ages: 3+ | MSRP: $49.99 This 70-piece magnetic tile set encourages STEAM learning and play. It’s travel-friendly and features Ariel, Moana, Snow White, and more, and it comes with reusable stickers to customize the castle.

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COMPLIANCE & REGULATIONS

LICENSE TO COMPLY

How to Get Ahead of Emerging Regulations

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

he licensing industry is entering a new era of accountability, driven by global regulatory developments focusing on ensuring ethical and sustainable supply chains. With upcoming and existing regulations such as the Corporate Sustainability Reporting Directive (CSRD), the Corporate Sustainability Due Diligence Directive (CSDDD), and the requirements of the Ecodesign for Sustainable Products Regulation (ESPR), licensors and intellectual property (IP) owners must take immediate steps to gain comprehensive visibility into who is making licensed products, where they are being made, and the environmental and social impact of their production.

THE REGULATORY SHIFT Regulations such as CSRD, CSDDD, and ESPR are redefining how businesses operate and influencing the production decisions they make. All of these frameworks require licensors to report on the entire lifecycle of products carrying their IP. Licensors should have detailed knowledge of who holds licensing rights for their products, where licensed products are being made, the environmental impact of the production processes, and the social conditions under which the products are made.

For licensors, failure to comply with these regulations can lead to substantial financial penalties, supply chain disruptions, and reputational damage. Establishing and implementing robust supply chain oversight processes is the only way to mitigate these risks.

WHY LICENSORS SHOULD ACT NOW Waiting until these regulations are fully enforced is not an option. Proactive licensors will benefit in the long run by: • Avoiding Costly Disruptions: Ensuring compliance before regulatory

deadlines minimizes the risk of production halts and delays in getting licensed products to market.

• Enhancing Traceability and Risk Management: A clear understanding of the full supply chain allows licensors to swiftly respond to adverse events, such as factory violations or environmental hazards.

• Improving Royalty Management: With better visibility of product licensees, licensors can more accurately track royalties and mitigate revenue loss.

• Establishing Brand Protection: Proactively managing environmental and social compliance helps licensors avoid negative publicity and reputational harm associated with unethical supply chains.

Demonstrating supply chain transparency and sustainability compliance is becoming a competitive differentiator for licensees. By prioritizing supply chain oversight, licensees can attract more opportunities, accelerate product approvals, and ensure production continuity.

PARTNERING FOR SUCCESS Achieving compliance with evolving regulations requires a structured, strategic approach. Licensors and licensees are

advised to work with partners such as the Ethical Supply Chain Program (ESCP), to effectuate change. They can: • Develop and implement sustainable supply chain due diligence frameworks.

• Establish policies and procedures for environmental and social compliance.

• Manage ongoing monitoring and reporting to ensure regulatory alignment.

• Educate and engage supply chain stakeholders in compliance best practices for long-term success.

Preparing for compliance should not be underestimated as it involves multiple stakeholders, supply chain assessments, and policy implementations.

GET YOUR LICENSE TO COMPLY The licensing industry is at a pivotal moment. The emergence of stringent supply chain regulations is not a passing trend but a fundamental shift in how businesses must operate. Licensors and licensees who embrace these changes now will position themselves as industry leaders, ensuring long-term success while safeguarding their brand reputation and meeting ethical responsibilities.

The time to act is today — before compliance becomes a crisis rather than an opportunity.

To learn more about the support the ESCP provides to the licensing community, reach out to our team set up your meeting today. Contact us via membership@ethicalsupplychain.org.  Todd Merton is the Head of Business Development at the Ethical Supply Chain Program (ESCP).

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.

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Whether it’s plush, movies, action figures, or collectibles, playful iterations of kids’ favorite characters keep coming.

As we gather for Licensing Expo in Las Vegas, test your knowledge of popular brands in the toy industry.

1. WHICH OF THESE LICENSES WAS NOT A 2025 TOTY FINALIST IN THE LICENSE OF THE YEAR CATEGORY?

4. WHICH TWO ICONIC BRANDS FROM SOME FORMER INDUSTRY ADVERSARIES RECENTLY PARTNERED TO CREATE A LINE THAT BRINGS A COLORFUL SQUISH TO FASHION PLAY?

A. TRANSFORMERS

7. HOW MANY CONSUMER PRODUCT LICENSEES DOES JAZWARES’ HAVE FOR ITS SQUISHMALLOWS BRAND? A. MORE THAN 30 B. LESS THAN 50

B. STITCH 5. 2025 WILL SEE A SLEW OF NEW MOVIES THAT ARE SURE TO HAVE HUGE LICENSING PROGRAMS. WHICH OF THE BELOW BRANDS WILL NOT HIT THEATERS THIS YEAR?

C. MS. RACHEL D. POKÉMON

C. APPROXIMATELY 75 D. MORE THAN 100 E. MORE THAN 200

A. MINECRAFT

E. POLLY POCKET

B. HELLO KITTY 2. OOLY, THE COLORFUL ARTS AND CRAFTS BRAND, IS CELEBRATING ITS 20TH ANNIVERSARY THIS YEAR BY PARTNERING FOR THE FIRST TIME WITH WHICH BRAND THAT IS CELEBRATING ITS 75TH ANNIVERSARY?

C. SMURFS D. SUPERMAN E. LILO & STITCH

3. WHICH TOY COMPANY RECENTLY INKED A DEAL WITH AUTHENTIC BRANDS GROUP TO CREATE FASHION DOLLS FOCUSED SPECIFICALLY ON ROXY-SPONSORED SPORTS AND PRODUCTS?

6. WHICH COMPANY RECENTLY ANNOUNCED A FOUR-YEAR PARTNERSHIP WITH ANGEL CITY FOOTBALL CLUB (ACFC), MAKING IT THE FIRST TOY BRAND TO SPONSOR A MAJOR U.S. PROFESSIONAL WOMEN’S SPORTS TEAM?

8. ACCORDING TO CIRCANA, WHICH OF THESE BRANDS WAS NOT AMONG THE FIVE TOP-SELLING U.S. TOYS IN 2024?

A. SQUISHMALLOWS B. HOT WHEELS C. MARVEL D. THE LEGO GROUP

9. IT TOOK NO STRETCH OF THE IMAGINATION FOR BASIC FUN! TO PARTNER WITH HASBRO TO REIMAGINE WHAT CLASSIC ACTION FIGURE?

Answers: 1. A. Transformers 2. Peanuts 3. JAKKS Pacific 4. Hasbro’s Play-Doh and Mattel’s Barbie 5. B. Hello Kitty 6. Bandai Namco 7. D. More than 100 8. C. Marvel 9. Stretch Armstrong

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KEWPIE BABY DOLLS

(ROSEART)

These soft-bodied baby dolls have a cloud, star, or heart belly button and giggle when kids brush their hair. 

MIGHTY MORPHIN’ POWER RANGERS ACTION FIGURES

(BANDAI AMERICA)

These 5.5-inch action figures were all the rage ahead of the July premiere of Mighty Morphin’ Power Rangers, The Movie. Each Power Ranger comes with a special Power Coin. 

CASPER THE FRIENDLY GHOST PLUSH KEYCHAIN COLLECTION (DAKIN)

JIM LEE’S WILDC.A.T.S COVERT ACTION TEAM ACTION FIGURES

These plush keychains come with suction cups, so stick them on any smooth, non-porous surface for a hauntingly fun time. 

(PLAYMATES TOYS)

Based on the WildC.A.T.s comic books and Nelvana’s animated TV series, these figures are ready to take down evildoers and save the day. 

BETTY BOOP DOLL & MUG COLLECTION

(KING FEATURES SYNDICATE) This collection includes an assortment of ceramic mugs and two 11.5-inch collectible rag dolls of the famous cartoon starlet. Each represents Betty in one of her iconic signature looks. 

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