The Toy Book - September 2025

IN THIS ISSUE

Showcases

32 | State of the Industry The U.S. Toy Market is Growing 34 | Pulse of Play Awards 2026

After a breakout debut, The Toy Book’s industry honor returns for a second year. Are you in?

50 | Popples: Pop into Play The Loyal Subjects ushers in a plush comeback for a new generation.

51 | The Toy Insider’s Holiday Toy Trend Preview A Sneak Peek of What’s Hot

70 | Pig New World Peppa Pig’s Evie-lution brings new family dynamics, fresh content, and toy lines designed to keep preschoolers squealing for more.

82 | Gabby’s Dollhouse Takes Center Stage The kids’ franchise expands beyond the screen for its biggest year yet.

90 | Return of the Plastic Jedi Kenner’s Bold Star Wars Relaunch in 1995 Awakened the Force at Retail 98 | Lionel Trains: 125 Years of Legendary Locomotives An American icon celebrates a milestone anniversary.

contributing writers, or solicited or unsolicited documents are not necessarily those of the management of The Toy Book. The Toy Book Volume 41, No. 5. THE TOY BOOK (ISSN-0885-3991) is published bi-monthly by Adventure Media & Events LLC. Editorial and

Editor-in-Chief James Zahn james@toybook.com Senior

Marissa Silva marissa@toybook.com Associate

Connell samantha@toybook.com

Katherine M. Hill katherine@toybook.com

Ashley Pelletier ashley@toybook.com

Assistant Editors Taylor Battle taylor@toybook.com

Natalie Miller natalie@toybook.com

Social Media Editor Nicole Savas nicole@toybook.com

Editorial Assistants Annie Marino annie@toybook.com

Stephanie Szulborski ss@toybook.com

News Writer Nadia Velit nadia@toybook.com

Art Director Joe Ibraham joe@toybook.com

Graphic Designer Elena Sorce elena@toybook.com

Director of Operations Bill Reese bill@toybook.com

Executive Director of Sales & Marketing James Devin jd@toybook.com

Senior Sales & Marketing Executive Stephanie Katz stephanie@toybook.com

On the cover: The race is on as the toy industry heads to Los Angeles — and the heart of the El Segundo Toy District. Artist Kenny Kiernan — aka KennyK — is back with a hand-drawn cover bursting with iconic characters and brands riding high this season.

Pictured above: Selections from the Mattel 80th Ruby Anniversary Collection. The line is hitting retail now. | Source: Mattel

See page 52 for a look at many of this year’s hottest toys and games, including key drivers for the holiday season.

ONCE UPON A TIME IN HOLLYWOOD ...

Lights, Camera, Play: The Toy Industry Assembles for Previews in LA

by JAMES ZAHN, Editor-in-Chief

The toy business loves a good story, and this year has certainly delivered one or two. The next chapter unfolds this month under the California sun. Industry leaders, buyers, and dreamers are making a pilgrimage to the epicenters of play, from showrooms and toy-laden offices across the Los Angeles area to the secret labs of El Segundo.

If you’ve never been, picture it: palm trees swaying, studio lots buzzing, and toy execs zipping between meetings like a scene straight out of Entourage — but with more plushies and action figures than cocktails (but yes, there are some of those, too). Traditionally, the LA Fall Toy Previews aren’t a flashy public spectacle with the media blitz of Toy Fair; they’re a quiet, high-stakes proving ground. This is where concepts get their first big thumbsup (or down), where buyers whisper about shelf space, and where the whispers can quickly become future headlines you’ll one day read on toybook.com.

This year, rising up just steps from Mattel, Moose Toys, ZURU, and 1960 on Grand comes a new hub for the industry on the West Coast: The Toy Building by The Toy Association. On page 26, The Toy Association’s Greg Ahearn welcomes guests to the new locale.

ATTACK OF THE KILLER T’S

As we go to press with this issue, there has at least been some smoothing of the uncertainty that’s rattled the industry since Toy Fair in March: tariffs. Nobody wants to see the cost of fun go up, yet the

“T-word” has been on everyone’s lips for months. For most, rates are in place, so planning is back on the table. On page 35, we look at how Tariff Mitigators can help companies create a better supply chain.

CONTINUED DUALITY

The funny thing is, in the same breath we talk about tariffs shrinking margins and declining consumer confidence, we’re also talking about growth. U.S. retail sales are up year-to-date, a glimmer of good news in what has otherwise been a year of mixed messages. For those keeping score, this is the kind of contradiction the toy industry has learned to live with. Boom and bust often ride shotgun together; the smart players know how to steer through it. Circana’s Juli Lennett checks in on page 32 to unpack the data with an outlook on the future.

HOLLYWOOD HITS

Weighty topics aside, it’s been a big year for storytelling, and storytelling sells toys. After all, one of this year’s most buzzed-about new releases was a baby pig. We delve into the “Evie-lution” of Hasbro’s Peppa Pig franchise on page 70 and explore how it connects with preschoolers and their families worldwide.

Another franchise occupying shelf space nearby in the toy department is DreamWorks’ Gabby’s Dollhouse (pg. 82). This month, the series makes the jump to the big screen, and Spin Master, The LEGO Group, Disguise, and others will have new products to support it.

Source:

And, this issue’s Backstory (pg. 90) also has a Hollywood angle as we look back at Kenner’s 1995 relaunch of Star Wars at retail. Of course, that’s just the start of another feature-packed issue of The Toy Book

RACING INTO Q4

As we roll into the holiday season — the real third act of this year’s story — the stakes are high, but so is the energy. Tariffs, trends, and occasional headwinds can’t stop an industry that thrives on imagination and reinvention.

Speaking of imagination, a big shoutout to artist Kenny Kiernan for delivering another hand-drawn cover featuring some of the biggest players in the toy box, racing toward the Toy District for a look at next year’s holiday hits.

Once upon a time in Hollywood ... the toy industry gathered to plan what’s next. From prototypes to purchase orders, the scene in LA is set for blockbuster moves. Let’s rock! 

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

NINTENDO SWITCH 2 CONSOLE SMASHES RECORDS, POKÉMON LEGENDS: Z-A BUNDLE DEBUTS OCTOBER 16

The Nintendo Switch 2 had a record-breaking debut this summer, selling more than 3.5 million units worldwide in just four days to become Nintendo’s fastest-selling system to date. Next, Nintendo will release a Nintendo Switch 2 + Pokémon Legends: Z-A – Nintendo Switch 2 Edition bundle on Oct. 16 in for $499.99. The set includes the Nintendo Switch 2 system and a full game download for Pokémon Legends: Z-A – Nintendo Switch 2 Edition, launching the same day, giving fans a special way to dive into the newest Pokémon adventure. 

GOLDEN BEAR LAUNCHES STRIKESPHERE LINE

Golden Bear Toys is expanding its U.S. presence with the fall launch of Strikesphere, a soccer training line featuring smart technology to boost kids’ skills. The lineup ranges from entry-level practice toys like Kick Tracker and Counter Ball (pictured) to advanced equipment, including the popular Soccer Bot. Highlights include AI-powered training games and the Soccer Launcher, which propels balls up to 13 feet using sound activation. The full Strikesphere range is rolling out to retailers now. 

MALL OF AMERICA WELCOMES

MINNESOTA’S FIRST POP MART

POP MART will make its Minnesota debut this fall with a new brick-andmortar store at Mall of America. Fans can expect sought-after collectibles like Crybaby, SKULLPANDA, Peach Riot, and Labubu — the breakout star of The Monsters — along with exclusives and creative displays. Located on Level 1, North, the shop, currently under construction, promises a fresh blend of art, pop culture, and hands-on shopping for all ages. POP MART now has more than 350 retail locations worldwide 

ENERGIZER MAX ENHANCED ENERGY KEEPS GOING

Energizer has introduced Enhanced Energy to its MAX Alkaline AA batteries, delivering the brand’s longest-lasting performance. The improved cell design boosts efficiency for longer device run times. With a shelf life of up to 15 years, they are ideal for powering toys and games. 

MGA ENTERTAINMENT UNVEILS SLIME LIFE

Slime Life is a new range of DIY slime kits offering ultra-real istic, food-themed slime creations. Developed with indie brand Slime Community and creator Summer Ames, kids can smash and stretch slime inspired by burgers, cupcakes, PB&J, and more. Slime Life delivers a satisfyingly textured, ASMR-friendly sensory experience for fans of all ages. 

OLLYBALL INTRODUCES FULLFORCE INDOOR SPORTS LINE

Ollyball will roll out its Full-Force Indoor Sports line this fall at all DICK’S Sporting Goods stores across the U.S.

The brand, recognized for its ultra-light, impact-absorbing balls, developed KrunchCOR technology to make fullspeed play safe for indoor spaces. The new range spans baseball, pickleball, soccer, volleyball, and football, each with features to build skills and keep players active year-round. Standouts include a bat that supports proper swing form, soccer wall targets, and an adjustable volleyball net for doorways. 

DUNGEONS & DRAGONS MEETS STRANGER THINGS IN NEW BOARD GAME

Launching Oct. 7, Stranger Things: Welcome to the Hellfire Club is a new Dungeons & Dragons board game collaboration that brings Eddie Munson’s final campaign to life. Designed for 3 to 5 players, the game offers four adventures and countless ways to shape the story. Fans can keep the Hellfire Club’s spirit alive by stepping into the shoes of their favorite characters, rolling dice, and deciding how the legendary campaign ends. 

THE LOYAL SUBJECTS INKS TOY CITY DISTRIBUTION DEAL

The Loyal Subjects announced an exclusive distribution partnership with TOY CITY, a leading Chinese toy and collectibles brand, covering North America, Latin America, and select global markets. Founded in 2019, TOY CITY has quickly risen as a top homegrown brand, rivaling POP MART with nearly 1 million social followers and strong retail presence in Southeast Asia and Greater China. Known for original characters like Laura, Mr. Pa!, Monboo, and Mika, TOY CITY sold more than 10 million toys last year. 

LIVE FROM THE WEST COAST, IT’S THE NEW TOY BUILDING

Celebrate the grand opening of The Toy Building during LA Fall Preview Market Weeks and take advantage of this season’s top toy industry events.

by

GREG AHEARN,

President & CEO of The Toy Association

The Toy Association consistently provides its members with one of the most important things: opportunity.

The opportunity to create relationships, develop new ideas, and engage with retail partners, all with the goal of growing members’ businesses. Creating a place where opportunity thrives has been our guiding principle throughout the development and building of The Toy Building in El Segundo. On behalf of The Toy Association, I’m excited to welcome all play professionals to this brand-new toy industry hub on the West Coast — a space designed by toy people, for toy people.

The Toy Building is a testament to our collective commitment to cementing Los Angeles as an essential stop on the calendar for doing toy business year-round. It’s your headquarters on the West Coast where buyers, manufacturers, designers, licensors, the media, and every member of the toy industry come together to ink deals and connect as a community. We thoughtfully designed every floor to inspire collaboration, facilitate meetings, and strengthen the meaningful relationships that drive our industry forward. It provides an environment conducive to those unexpected coffee breaks or hallway meetings that often result in an incredible new opportunity.

Inside, you’ll find stunning new showrooms featuring major toy companies, brands, and entrepreneurial ventures, ready to present their latest innovations. Our tenants — including Crayola, Carrera Revell of Americas, Fashion Angels, Funko, Hasbro, NECA, Playmobil, and many others — are eager to present their products and services, so schedule your appointments and take your time exploring each space.

WELCOME TO LA-LA LAND

Our LA Fall Preview Market Weeks also provide an opportunity to network with leaders from across our industry. That’s why we’ve planned a series of must-attend events from Sept. 8-19, including cocktail parties, educational sessions, philanthropic opportunities, and more, all meant to bring our global toy community closer together.

We’re kicking things off with our opening-night celebration on Monday, Sept. 8, at The Toy Building (101 Continental Boulevard). A true housewarming for the toy industry, join us at 5 p.m. for an evening of drinks, hors d’oeuvres, and an opportunity to tour the new space.

The fun (and impact) doesn’t stop there. On Tuesday, Sept. 9, we’ll tee off The Toy Foundation’s LA Golf & Give FUNdraiser at Topgolf El Segundo. This night of friendly competition and giving back will raise critical funds to support The Toy Foundation’s disaster relief programs, including efforts to aid children and families impacted by California wildfires. Whether playing in the tournament or hanging out with industry friends, your presence helps make a difference.

On Wednesday, Sept. 10, at 5 p.m. at The Toy Building, we welcome everyone for a beach-themed happy hour, with street tacos, grilled skewers, frozen margaritas and daiquiris, music, and more. Then, on Thursday, Sept. 11, Women in Toys, Licensing & Entertainment will host the 2025 Wonder Women Awards at the Beverly Hilton to cele brate the inspiring leaders who make our industry strong.

Check out registration information and additional Market Week events at toyassociation.org/lafallpreview, including a People of Play (POP) event, and educational sessions from Circana, Spielwarenmesse, and more.

MORE FUN TO COME

Of course, our fall calendar doesn’t stop here. From Nov. 8-9, the industry will head to Rosemont, Illinois, for the Chicago Toy & Game Fair (CHITAG), where consumers can get hands-on with products people will talk about throughout the season. Exhibit at the fair to be a part of our inaugural Wishlist Weekend, during which buzz will build around the hottest toys and The Toy Association reveals the 2026 Toy of the Year (TOTY) finalists.

And then, of course, Toy Fair 2026 takes place Feb. 14-17 at the Javits Center in New York City. There’s no substitute for the connec tions, visibility, and momentum this iconic marketplace delivers. If you want to lead, grow, and thrive in this industry, Toy Fair is where you need to be. Visit toyfairny.com to learn more.

At The Toy Association, we are dedicated to creating opportunit that build relationships and inspire new ideas. Our new Toy Building in El Segundo represents this commitment, standing proudly alongside legacy gatherings like CHITAG and Toy Fair New York that have united and energized the global toy community for many years. We look forward to your participation, and for more information, please visit toyassociation.org/events.

So, welcome to our industry’s new gathering space on the West Coast. We built it for you. Let’s make it the vibrant, connected, future-forward home our industry deserves — starting now and for years to come. 

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.

THE FINAL LAP OF THE YEAR

As 2025’s trade show season winds down, ASTRA is already building toward a bigger, brighter 2026.

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

Another year of shows — including ASTRA’s Marketplace & Academy — has come and gone, with just one more big event on the horizon: The Toy Association’s LA Fall Preview Market Weeks. And once that’s finished, the industry will begin looking to next year’s packed schedule of trade shows, gift markets, and more.

Making decisions on which shows to attend is always tough, as we all understand the importance of budgeting. Before deciding which shows are worth it, figure out your goals and ask organizers how they can help you achieve them.

With many options for specialty retailers, our goal at ASTRA is to make Marketplace & Academy better each year so that all attendees feel their time and financial investment is well worth it. After hearing all the in-person comments at this year’s event in San Antonio, listening to feedback on our follow-up Zoom meetings, and reading through our survey results, we began planning for next year’s

show in Milwaukee, making sure we can address as many of the pain points as possible. To that end, here are just a few of the things either finalized or in the works for next year:

We successfully shifted the dates of ASTRA’s Marketplace & Academy to June 5-8, 2026, to avoid an overlap with the Atlanta Gift Show, which begins June 9. Moving anything that was booked more than a year ago is not easy, as convention centers are booked solid for many years out. However, after working with The Baird Center, our hotel partners, Summit Expo, and Beth Miller with ConferenceDirect, we made this happen.

Many exhibitors and ASTRA members have expressed their desire to meet with new retailers. We are working with additional organizations to attract new groups of retailers to Marketplace & Academy.

Based on survey responses regarding our educational sessions, we are actively looking for new sources to gather input and interest in presenting. Additionally,

we are in the process of forming next year’s committees with new members, giving more voices in the ASTRA membership a chance to participate. If you are interested in being on a committee, please contact Ashlee Sawyer, Kathy Trivisonno, or me if you haven’t already been called or signed up.

Whether you’re seeking new products, writing orders, or chasing inspiration, we wish you the best as the year winds down. Here’s to a strong fourth quarter for all, no matter what comes our way. We are a resilient industry, and there’s plenty to look forward to in the year ahead. 

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.

MAGNA-TILES won an ASTRA Star Play Award at Marketplace & Academy earlier this year. | Source: ASTRA

BLOCKBUSTERS AND BOOSTER BOXES

Plot Twist: The U.S. Toy Market Is Growing in 2025

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

Following sales declines in 2023 and a relatively flat performance in 2024, the U.S. toy industry is back to growth in 2025. In the first half of the year, dollar sales increased by 6%, units sold were up 3%, and the average selling price (ASP) grew by 3% versus the same period in 2024, according to Circana’s Retail Tracking Service data. This increase in ASP is notable since it has been flat for three consecutive years.

FIRST HALF HIGHLIGHTS

Looking at product categories, seven of the 11 supercategories posted dollar growth, including Games and Puzzles (+39%), and Explorative & Other Toys (+19%), which were driven by Pokémon and NFL trading cards, respectively. Other supercategory growth areas include Youth Electronics (+9%), Action Figures & Accessories (+8%), Building Sets (+7%), Arts and Crafts (+4%), and Vehicles (+2%). Outdoor & Sports Toys continues to hold the spot as the largest supercategory based on dollar sales volume, but it also contributed the most significant declines in the first half. In June, the Outdoor category performed slightly better after double-digit declines in May, potentially due to the heat wave driving growth in some summer seasonal categories.

When we consider the factors driving the toy market, trading cards, licensed toys, and products for the adult consumer are leading the charge. Both Strategic Trading Card Games, like Pokémon, and Non-Strategic Trading Cards, dominated by sports, including the NFL, MLB, and

WNBA, accounted for 70% of the growth in the first half.

Licensed toys, which make up more than one-third (37%) of toys sold in the U.S., grew by nearly four share points, compared to 2024, with sales increasing by 18%. Every top growth property so far this year is connected to licensing, content, or movie releases in some form. Video game properties were dominant among the top 10 gainers, including Pokémon, Final Fantasy, and Minecraft, which also had a movie release this year. Other movie licenses contributing to the growth were Formula 1, Lilo & Stitch, and Sonic the Hedgehog. I expect licensed toys — especially those with ties to content — will be industry growth drivers for years to come, in part fueled by social media and the tribal mindset that accompanies it.

Looking at demographics, adults continue to drive market growth in toys, with sales increasing by 18% for recipients aged 18 and older. The growth in the adult market is nearly split between males and females. On the other hand, growth in ages 9-11 (+9%) and 12-17 (+6%) was

Toys inspired by A Minecraft Movie helped power sales in the first half of 2025. | Source: Mattel

The Pokémon Scarlet And Violet Prismatic Evolutions Elite Trainer Box was the No. 2 item in the first half of 2025. | Source: The Pokémon Company International

U.S. Toy Industry: First Half 2025

From January through June 2025, dollars increased 6%, or $700 million. Units increased 3%, and ASP increased 3% to $11.11. Compared to 2022, dollar sales have declined 1%, or $129 million (-0.4% CAGR), but given that 2022 was a record year for the U.S. toy industry, this performance is stellar.

driven by males. It is also worth noting that toy sales for 3-5-year-olds reversed direction compared to 2024 and grew in the first half of 2025.

A PULSE ON PRICING TRENDS AND TARIFF SENTIMENTS

It is too soon to ascertain tariffs’ impact on the toy industry. As I mentioned earlier, in the first half of the year, the average selling price for a toy grew by 3%, compared to last year. However, it is essential to note that tariffs do not necessarily drive this increase; there could be multiple reasons contributing to the increases, including fewer promotions or product mix. But there are a few important callouts that the data reveals to us.

When we drill down into the pricing brackets, price points under $20 lost share to those above $20, which posted double-digit growth in the first half. This tells us that even though overall consumer sentiment remains low, they are still willing to spend their money on the right products. At the same time, there is the possibility that consumers are trading up to higher-priced items for gift-giving later, to get around the anticipation of even higher prices during the holidays.

Seven out of 10 U.S. consumers believe that tariffs will result in higher prices on the shelf — an increase of 11

points since January, according to a Circana survey. Because many consumers expect prices to rise, their behavior is also changing. To combat higher prices, 50% of consumers are looking for sales and deals more often, and 45% are cutting back on non-essentials. This tells us that consumers are bracing for impact.

Good news for the toy industry is that while 35% of consumers anticipate cutting back on their overall spending in the coming months, they are less likely to cut back on toys. In fact, toys fall at the bottom of the list of items consumers plan to trim, in the company of other items that make people happy, like books, video games, and pets, and essentials like car maintenance and school supplies. And, if consumers cut back on more expensive

entertainment like vacations and dining out, they may allocate more to spend on less expensive entertainment, like toys. The toy industry is showing strength during this period as consumers are holding their breath and waiting for higher prices to kick in. This resilience is especially important as we set our sights on the holiday season and what categories are critical for consumers to bring joy to their loved ones. 

Data Sources: Circana, Retail Tracking Service, January-June 2022-2025; Circana, Checkout Recipient Insights, January-June 2025; Circana, Monthly Receipt Panel Survey, June 2025; Circana, Shopper Survey, May 2025; Circana, Omnibus Survey, July 2025

Data is representative of retailers that participate in Circana’s Retail Tracking Service. Circana’s current estimate is that the Retail Tracking Service represents approximately 71% of the U.S. retail market for toys.

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

The LEGO Art Robert Indiana Love Sculpture was the No. 1 Arts & Crafts item in the first half of 2025.

Source: The LEGO Group

The second annual Pulse of Play Awards honor the companies, people, and partners turning big ideas into retail magic, social buzz, and unforgettable moments of connection. From product launches to licensing campaigns, rep groups to inventors, this is where excellence gets its due.

Have a campaign that crushed?

A toy that turned heads? A retail experience that made jaws drop? The pulse is beating. Let’s see who’s behind it. Good luck! 

After a breakout debut, TheToyBook’s Pulse of Play Awards are back for a second round, and it’s time to show the world who’s making noise in toys, games, and everything that powers the business of play.

The Pulse of Play Awards are backed by the leading media organization serving the North American toy industry since 1984.

A portion of proceeds from the Pulse of Play Awards will benefit a selection of nonprofit organizations to assist ongoing efforts to provide support to kids and families across the U.S. By entering the Pulse of Play Awards, you’re not just shining a spotlight on great work; you’re helping to make a meaningful impact beyond the business.

Authorized individuals may submit nominations in any category through Oct. 3, 2025. Early Bird entries are just $200 per nomination, per category if received by 11:59 p.m. ET on Sept. 19, 2025. Entries received after the Early Bird deadline are $250 each.

Eligibility: Nominees will be considered for work and activations occurring between Nov. 1, 2024 and Nov. 1, 2025.

Voting will be conducted by an industry panel with finalists to be revealed on or about Dec. 16, 2025.

Winners will be announced in January 2026 and honored in The BIG Toy Book, available Feb. 14, 2026. A full list of categories and additional details can be found at pulseofplayawards.com.

The FAO Schwarz team shows off its Pulse of Play Award for Specialty Retailer of the Year (2025).

Source: Playwise Partners

BUILDING FLEXIBLE SUPPLY CHAINS

Tariff Mitigators

helps companies shift production without sacrificing quality, timing, or control.

by KATHERINE M. HILL, Associate Editor

From shifting tariff policies to rising costs and global uncertainty, toy manufacturers face plenty of challenges when it comes to sourcing and production. That’s where Tariff Mitigators steps in.

The Toy Book caught up with Howard Beech, Founder and Strategic Sourcing Partner, to discuss common mistakes in toy sourcing, why resilience is the new bottom line, and how to build a smarter supply chain without disruption.

The Toy Book: What sourcing issues are manufacturers facing this year?

Howard Beech: The most common issues we’re seeing are rising costs, tariff exposure, factory concentration in China, and general supply chain uncertainty. Many companies know they’re overly reliant on one region, but they’re unsure how to diversify without risking quality, timing, or cost structure.

There’s also a lot of noise around “reshoring” or bringing manufacturing back to the U.S., but for most toy categories, that’s not a realistic near-term solution. Labor costs, infrastructure limitations, and the lack of specialized factory networks make domestic production difficult. Especially for items that require hand-assembly, custom tooling, or high-volume runs.

It’s not that the U.S. can’t make toys; it’s that unit economics rarely work without major trade-offs.

Companies are stuck between wanting more control and needing to stay cost-competitive. That’s where we come in. Helping brands find alterna-

tive regions that strike the right balance between price, quality, and resilience.

TB: How can you help navigate those complex challenges?

HB: We offer a turnkey solution to reduce landed costs by helping companies move manufacturing out of China without disruption.

We’ve built a vetted factory network across Southeast Asia and Latin America, and we handle everything from factory matchmaking to cost analysis to boots-on-the-ground oversight.

Once we’ve received detailed specifications around materials, quantities, and timing, we can generally turn around quotes relatively quickly.

TB: What do you look for when vetting factories?

HB: Three things: product-specific experience, operational transparency, and reliability. We’re not just looking for the lowest quote. We want long-term partners who deliver on spec, on time, and without surprises.

In the toy industry, that also means verifying key certifications upfront. We prioritize factories that meet international standards for ethical labor practices (like ICTI or SEDEX), material safety (such as REACH and CPSIA compliance), and product testing (including EN71 and ASTM standards).

We also look at social and environmental responsibility — not because it’s required, but because it’s the right way to build sustainable supply chains.

TB: What products are the best candidates to relocate production?

HB: We’re especially well-suited to help companies that don’t rely on highly complex molds or heavy tooling investments. Our model is ideal for brands with a lighter manufacturing footprint. That includes categories like plush, dolls, wooden toys, basic plastic items, activity kits, and board games — where tooling is simpler, assembly is more labor-driven, and factories can ramp up quickly. These products can transition out of China quickly, with minimal friction, and start generating savings almost immediately.

TB: How do you approach sourcing amid fluctuating tariff rates?

HB: Volatility has pushed companies to shift from cost-focused sourcing to resilience-focused sourcing. It is no longer just about finding the cheapest factory. It is about building flexibility into your supply chain so you are not caught off guard when the rules change.

At Tariff Mitigators, we’ve adjusted our approach to help brands build flexibility into their sourcing strategies. That means having vetted factory options across regions like Vietnam, India, and Mexico. We look at duty rates, shipping lanes, lead times, and infrastructure, and help clients develop a plan that can adapt as conditions evolve.

In today’s environment, flexibility is more valuable than shaving a few cents off your unit cost. It is how companies protect continuity, margins, and market share when things are unpredictable. 

Q&A with Howard Beech, Founder and Strategic Sourcing Partner, Tariff Mitigators

COTTAGE DOOR PRESS

Contact: Sean Hynes shynes@cottagedoorpress.com

Luna Storytime Projector Classic Starter Set Ages: 3+ | MSRP: $69.99 | Available now

Turn bedtime into a magical experience with the Luna Storytime Projector Classic Starter Set. This easy-to-use projector brings stories to life, casting beautifully illustrated scenes onto the ceiling or walls to immerse little ones in a world of wonder. With five timeless stories and five delightful songs, this set offers more than 30 minutes of storytelling and learning fun, making wind-down time both engaging and soothing. Additional stories sold separately.

RESURRECTION GAMES

Contact: sales@resgames.ca

IYANU: Mark of the Chosen Ages: 9+ | MSRP: $21.95 | Available: November 2025

In IYANU: Mark of the Chosen, players walk the path of a young hero discovering her destiny. Based on the hit animated series from Cartoon Network, this push-your-luck card game captures Iyanu’s journey as she learns to control her powers and rise to meet a world in crisis.

IYANU: Yorubaland Wild Terrain Ages: 9+ | MSRP: $48.50

Available: November 2025

Build the land. Join the chase. In this fast-paced game of strategy and pursuit, players first create a unique map of Yorubaland by placing hex-shaped terrain tiles.

Then, Team Chosen races to reach the Source while the Corrupt animals hunt them down. If a Chosen is caught, they switch sides. Reach the Source to win — or be consumed by the wild.

IYANU is an epic animated superhero series steeped in Nigerian culture and mythology. Created by Roye Okupe, the first season is streaming now on HBO Max. The first of two feature films, IYANU: The Age of Wonders, debuted on Cartoon Network last month. A second season is coming in 2026.

Source: Lion Forge Entertainment

BONES & FRIENDS

FARM TO FUN

Contact: hello@snowythemouse.com

Snowy’s Magical Christmas Eve Holiday Book & Plush Gift Set Ages: 3+ | MSRP: $34.99 | Available now

Start a new whimsical Christmas tradition with Snowy’s Magical Christmas Eve Holiday Book & Plush Gift Set, based on Snowy’s popular holiday cartoon. This festive bundle includes a cuddly Snowy plush, a hardcover book, a collectible sticker, and Official North Pole paper to write a letter to Santa — just like Snowy does in the story.

Contact: info@bonesisback.com

Bones is Back | Ages: 4+ | MSRP: $44 | Available: October 1, 2025

Bones is Back is an award-winning Halloween book and toy set with a cute, poseable, glow-in-the-dark skeleton. Designed for hands-on play, it encourages positive behavior, creativity, and fun, making October a month full of connection, not just candy.

ADDO

SANTOKI

Contact: sales@santoki.com

LEGO Star Wars Lightsaber Gel Pen with Clip Ages: 6+ | MSRP: $9.99 | Available now

The LEGO Star Wars Lightsaber Gel Pen features iconic Lightsaber shades — Red, Azure, Lime, and Purple — paired with a clip and key ring for sleek design and convenient portability wherever your adventures take you.

PLAY Contact: sales@addoplay.com

Meccano Junior 151 Pieces Free-Play Bucket

Ages: 5+ | MSRP: $34.99 | Available now

Unleash creativity with 151 chunky parts to build, rebuild, and explore early engineering. Includes tools, instructions, and storage — perfect for hands-on play that inspires curiosity and endless construction possibilities.

RESURRECTION GAMES

Contact: sales@resgames.ca

Anirollz: The Card Game | Ages: 6+ MSRP: $24.95 | Available: November 2025

It’s kawaii fun for the whole family as their favorite squishy squad hits the tabletop. Based on the hit plush toy brand Anirollz, this game shows off the laid-back charm of Bunniroll, Pandaroll, Chickiroll, and the whole gang in a fast-paced, easy-to-learn card game.

STOCK THIS!

Catch 33

Ages: 14+

MSRP: $36

BUDDY PAL GAMES

Contact: buddypalgames@gmail.com

Bone-Zai 5

Ages: 8+ | MSRP: $16

Available: October 1, 2025

Bone-Zai 5 is the thrilling next-gen, high-scoring dice game combining the elements of luck and strategy, risk and reward with probability.

Available: October 1, 2025

Ramp up the FUN — It’s a race to 33 points! Catch 33 is the fast, addictive, shot-making game requiring skill and luck to score big.

TOP TRUMPS USA

Contact: Kelly Gunstone kelly.gunstone@toptrumps.com

Wicked Top Trumps

Ages: 6+ | MSRP: $9.99

Available: October 2025

Rejoicify! Top Trumps takes a Wicked twist with 30 magical moments from the movie. Compete with friends in Oz, comparing categories like Spellbinding and So Popular, to discover the most swankified winner in this thrillifying edition.

ACD DISTRIBUTION

Contact: Chris Corbett, info@acdd.com

CookieRun Braverse TCG: Starter Deck

Assortment | Ages: 6+

MSRP: $12.99 per deck, $64.95 per display

Available now

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

CookieRun: Braverse TCG: Age of Heroes and Kingdoms | Ages: 6+

MSRP: $3.49 per pack, $97.72 per display

Release Date: October 2025

Powered by the combined strength of the five Ancient Cookies — and the mysterious Soul Jams — this set offers players rich strategic depth and visually striking deck builds, brought to life with gorgeous illustra tions. From the very first card played, the battlefield’s vivid energy leaps off the table. The set features 232 regular cards and 73 hidden cards, with nine cards per pack and 28 packs per count er display.

GOLDEN BEAR TOYS

Contact: Claire Vernon c.vernon@goldenbeartoys.co.uk

Fart Yoga

Ages: 4+ | MSRP: $19.99

Available: January 2026

Get ready to stretch, laugh, and let loose. Fart Yoga combines yoga poses, simple rules, and Sammy the farting sloth for hilarious, active fun the whole family will love. It’s easy to learn and

Soccer Dash | Ages: 6+

Hyper Dash

Ages:6+ | MSRP: $24.99

Available: Fall 2026

Get ready to race with Hyper Dash. This fastpaced electronic game tests your reflexes with solo and team challenges. Easy setup, endless energy indoors or out, it’s the competitive, fun way to get kids moving.

MSRP: $64.99 | Available: Fall 2026

Transform any space into a training ground with Soccer Dash, the all-new interactive soccer trainer. Players can elevate their dribbling, ball control, and reaction skills through six high-speed game modes and

4M

Contact: Bob Szumowski bszumowski@thetoynetwork.com

KidzLabs Mega Science Kit

Ages 8+ | MSRP: $49.99 | Available Now

This kit features more than 60 experiments across four themes. With more than 100 components and a detailed instruction booklet, kids can turn everyday materials into hands-on science adventures. Distributed by The Toy Network.

ADDO PLAY

Contact: sales@addoplay.com

Early Learning Centre Happyland Fairy Flower House Playset | Ages: 2+ | MSRP: $34.99 | Available now

Discover magical forest fun with the Happyland Fairy Flower House. This playset includes two fairies, a flower house, furniture, and a slide — perfect for imaginative play, social skill development, and storytelling adventures for little hands.

2.4GHz 1:16 R/C Blitz Wheeler

Ages: 6+ | MSRP: $70

Available: Fall 2026

This 1:6 scale R/C Yamaha Raptor 700R is ready for off-road racing fun, with realistic styling, working suspension, high-grip tires, and a rider figure.

YUME

ADDO PLAY

Snuggle Buddies Yummy Buddies

Ages: 0+ | MSRP: $10 | Available: Spring 2026

This soft, snack-inspired plush line features eight collectible characters, including a cupcake, mushroom, pizza, and more. Each plush features embroidered smiles and dangling legs, and is designed for cuddling, gifting, and display.

Early Learning Centre Baby Wooden Gift Set

Ages: 0+ | MSRP: $49.99

Available: Spring/Summer 2026

This wooden playset, which includes seven engaging pastel-colored toys, will enhance little ones’ coordination and development skills.

Star Wars Cosbi Bobble Head Collection | Ages: 3+ | MSRP: $14.99 | Available: Spring 2026

Collect all eight Cosbi figures inspired by Star Wars: The Mandalorian, featuring Mando, Ahsoka, Bo-Katan (pictured), The Armorer, and Grogu in four memorable, scene-inspired poses.

Toy Story Cosbi | Ages: 3+ | MSRP: $14.99 | Available: Spring 2026

Fans can collect eight Toy Story-inspired Cosbi figures featuring Woody, Bo Peep, Buzz Lightyear (pictured), Aliens, Lotso, Sid, and more — stylized, display-ready, and full of Pixar charm.

YuMe Minis Japanese Take-Out Capsules | Ages: 3+ | MSRP: $3.99 | Available: Spring 2026

Unbox detailed miniature Japanese take-out dishes in blind capsules. Discover sushimi, udon, ramen, and more — six intricately crafted styles to collect and display.

Source: Addo Play

PLAYMOBIL

Family Fun at the Beach

Ages: 4+ | MSRP: $19.99 | Available: Spring 2026

Explore beachy fun with this colorful set featuring customizable elements, playful animals, and many seaside accessories for endless summer adventures.

UNIVERSITY GAMES

Sling It

Ages: 6+ | MSRP: $69.99

Available: January 2026

This backyard game features sausage-shaped beanbags that play ers sling toward medieval-inspired structures, trying to get the beanbags into the vertical slots.

KID KREATIONS

BedHedz Animez Kitsune Fox

Ages: 18 MOS+ | MSRP: $19.99

Available: Spring/Summer 2026

Meet Kitsune Fox, one of four anime-inspired characters, each with super-soft, tousled hair, intricate embroidery on the face and body, and a removable, themed hooded outfit. It’s based on the cotton doll trend that emerged from Asia.

Heartfuls Colourful Skye Doll

Ages: 3+ | MSRP: $40

Available: Spring/Summer 2026

This 14-inch doll features rainbow hair, embroidered fashion, and a soft body. It also includes mindfulness accessories like a journal, bracelet, and confidence cards to support emotional well-being through purposeful play.

GIFFA USA

Mochi Puffs

Ages: 3+ | MSRP: $9.99 | Available: January 2026

A dragon, bear, cat, cow, frog, sloth, and unicorn join the kawaii-inspired line of soft, pastel 7-inch and 12-inch plush.

HASBRO

Transformers Collaborative Hot Wheels x Transformers

Ages: 8+ | MSRP: $29.99

Available: January 1, 2026

The epic worlds of Hasbro’s Transformers robots and Mattel’s Hot Wheels cars collide with a pair of 5-inch robot action figures that convert into cars. Kids and collectors can choose from Bone Shaker (pictured) or Twin Mill.

The Original Cone Toss

VANGO

Look at the Upside Ages: 12+ | MSRP: $19.99

Available: March 2026

This party game challenges players to find the funniest upside to an unfortunate situation. One player reads a Situation card, others play an Upside card, and the judge picks the best one. First to collect five wins.

Ages: 8+ | MSRP: $59.99 | Available: April 2026

Toss cones into your opponent’s net to score, stack, or knock down cones and steal points. This game combines precision and strategy with fun.

TYTAN TILES

Disney Princess Light-Up Tower 24-Piece

Magnetic Tile Set | Ages: 3+ | MSRP: $39.99

This set includes five magnetic Disney Princess characters, a light-up tile, two reusable sticker sheets, and a carry bag, which are ideal for imaginative play at home or on the go.

Disney Junior Minnie Magnetic Tile Set 24-Piece | Ages: 3+ | MSRP: $39.99

Kids can build and create with glitter and printed tiles, Minnie’s magnetic bow, and a reusable sticker sheet.

Official Disney Mickey Mouse Clubhouse 22-Piece Magnetic Tile Set

Ages: 3+ | MSRP: $39.99

Oh boy! Kids can build clubhouse adventures with this set, including three characters, glitter and printed tiles, a carry bag, and Mickey’s magnetic head and hand.

THE LOYAL SUBJECTS

Candyland Cuties | Ages: 3+ | MSRP: $5.99 | Available: Spring 2026

Sweeten your shelf with these 2-inch collectible figures inspired by classic Candyland characters. From Princess Lolly to King Candy, each figure comes in a window box and adds a playful touch to any collection.

Mr. Pa Blind Box Plush By TOY CITY

Ages: 8+ | MSRP: $14.99-19.99 | Available: Spring 2026

Mr. Pa brings bold style and big personality to the plush aisle. This panda leads TOY CITY’s expanding line of collectible plush, with new sizes and formats arriving in 2026 to meet growing demand.

Laura Blind Box Figures by TOY CITY

Ages: 8+ | MSRP: $14.99-19.99 | Available: Spring 2026

TOY CITY’s breakout collectible blends dreamy design with bold attitude. With themes like Cyberpunk, Pool Fight, and Trendsetter, each adds to the surprise box craze, and the hunt for mystery figures.

Teletubbies CheeBee Cutie

Ages: 3+ | MSRP: $5.99 | Available: Spring 2026

HORIZON GROUP USA

Just My Style Memory Creator

Instant Camera Studio

Ages: 6+ | MSRP: $32.99

Available: Spring 2026

Kids can use this instant camera kit to snap photos, record videos, and print instantly — no ink required. It also includes paper rolls, markers, and stickers for decorating and journaling.

Featuring Tinky Winky, Dipsy, Laa-Laa, and Po, each soft-textured CheeBee captures the charm of the classic characters in display-ready form.

3DOODLER

3Doodler Start+ 3D Printing Pen Essentials Set

Ages: 6+ | MSRP: $59.99 | Available: Q1 2026

Doodle in 3D with the all-new 3Doodler Start+, the original award-winning kid-friendly pen, now with extended battery life, dedicated reverse button, removable hatch, and seamless charge-and-play functionality.

3Doodler Candy 3D Pen Sweet Creations Essentials Set Ages: 8+ | MSRP: $59.99 | Q1 2026

Eat your art with 3Doodler Candy, the first 3D pen that lets kids design real, colorful candy creations with sugar-free, gluten-free candy capsules.

TA-DA!

Talking Picture Dictionary – Spanish & English Editions | Ages: 3+ | MSRP: $99

Available: Spring 2026

Preschoolers can learn more than 1,000 words through this book’s touch-activated audio. Available in English and Spanish, it features native speakers, cultural music, and interactive games.

CRA-Z-ART

Lexibook Stitch Robot

Ages: 8+ | MSRP: $59.99

Available: Early 2026

This remote-controlled interactive toy combines learning, technology, and one of Disney’s most lovable characters. The robot has touch sensors for interactiv ity and comes programmed to speak and react with 1,000 spoken words using Stitch’s real voice.

HUNTER PRICE INTERNATIONAL

Fuggler Stationery Collection Ages: 8+ | MSRP: $2-8

Available: Spring/Summer 2026

The debut stationery collection for these funny-ugly monsters includes, pencil cases, notebooks, stickers, backpacks and more.

Toy Mania — Oozey Goozey Spiral Vending Machines | Ages: 6+ | MSRP: $14

Available: Spring/Summer 2026

Kids can stretch and squish with trending slimes and mix-ins that come in vending machine fidget toys. The slime is reusable for a sensory experience again and again.

SANTOKI

LEGO MOC Clock | Ages: 8+

MSRP: $49.99 | Available: 2026

Builders can make their own custom, functional timepiece using

BLUE MARBLE

National Geographic Kids Junior Jumbo Marble Run Ages: 2+ | MSRP: $29.99 | Available: January 2026

With this jumbo-sized starter set, little hands can build big marble mazes. With 33 large pieces, two balls, and double-sided activity cards, kids explore cause and effect through hands-on, family-friendly play.

THAMES & KOSMOS

Dusty: Robot Vacuum Cleaner Ages: 8+ | MSRP: $34.95 | Available: Spring 2026

This STEM kit teaches kids about motors, gear trains, and sensors through hands-on assembly and an engaging space adventure story.

EXIT: The Game — The Circus Mystery Ages: 12+ | MSRP: $17.95 | Available: Spring 2026

As elite undercover investigators, players are heading to the final show of the season to uncover the truth. Explore circus wagons, gather clues, and crack the case before the curtain falls.

EXIT: The Game Kids — The Great Bee-scape Ages: 5+ | MSRP: $17.95 | Available: Spring 2026

Players help Betty Bee find her way back to the hive after a gust of wind blows her into a distant flower meadow. Solve clever riddles to collect pollen and guide her home.

CONNETIX

28-Piece Light Star Pack | Ages: 3+ | MSRP: $65

Available: Now (Target) January 2026 (Wide)

Colorful hexagons, squares, triangles, and rechargeable light-up tiles make up this set, which encourages color mixing to create shadows and optical illusions. Three dimming settings for mood lighting during creative STEM play and building are included.

KLUTZ

Wings of Fire Folded Flyers Ages: 8+ | MSRP: $19.99 | Available: February 2026

This papercraft kit features 10 punch-out dragons inspired by Wings of Fire. It includes step-by-step instructions, flight tips, and facts about fan-favorite characters like Glory, Tsunami, and Sunny.

Pokémon Legendary Stained Glass Art | Ages: 8+ MSRP: $19.99

Available: February 2026

Create 18 stained-glass-style window clings featuring Legend ary Pokémon using special vellum pages and 10 double-tipped markers. Includes bonus poster, coloring pages, and facts about Pokémon like Lugia, Rayquaza, and Miraidon.

The Baby-Sitters Club Friendship Crafts Ages: 8+ | MSRP: $19.99

Available: April 2026

Tweens can create and share friendship crafts inspired by The Baby-Sitters Club books. Includes materials and instructions to make bracelets, bookmarks, for tune tellers, and more themed to Kristy, Claudia, Mary Anne, Stacey, and the rest of the crew.

TOMY

Momiji Magical Meadow Collection

Ages: 15+

MSRP: $12.99-26.99

Available: Spring 2026

This collection offers nine surprise Message Dolls, nine Sidekick Plush, and two Character Plush. Each doll reveals a secret message of kindness.

Toomies Super Mario Collection

Ages: 18 MOS+ | MSRP: $7.99-26.99

Available: Spring 2026

This bath toy range features fan-favorite characters as water squirters, pouring cups, and interactive sets like Swimming Mario and Bowser’s Bubble Castle, designed to encourage water play.

Beauty Besties

Ages: 14+

MSRP: $9.99-19.99

Available: Fall 2026

These plush pals support your GRWM routine with a built-in phone stand, headband, and matching plush hair clips. Each character adds a playful touch to styling or everyday outfits.

BASIC FUN!

Care Bears x Stranger Things Collab Collection

Ages: 4+ | MSRP: $3.99-24.99

Available: December 2025/January 2026

Care Bears meet Stranger Things in a crossover that brings the Upside Down into the colorful world of Carea-Lot. A collector’s dream, this mashup blends heart and horror in one cuddly package.

JC TOYS

Lil’ Cutesies Baby Doll Playhouse

Ages: 2+ | MSRP: $24.99 | Available: Spring 2026

Toddlers can explore nurturing play with this 5.5inch Lil’ Cutesies baby doll set, which features a fold-out illustrated playhouse and 16 accessories. The set includes a high chair, crib, tub, and pretend kitchen items.

SUNNY DAYS

ENTERTAINMENT

Hello Kitty

Flower Pop Bubbler

Ages: 3+ | MSRP: $14.99

Available: Spring 2026

This party-ready bubble machine features Hello Kitty holding a pastel flower that blows shimmering bubbles at the push of a button. Includes bubble solution.

La Newborn Realistic Baby Doll Gift Set

Ages: 2+ | MSRP: $29.99 | Available: Spring 2026

This 15-inch doll features lifelike wrinkles, a poseable soft body, and accessories like a bottle, pacifier, blanket, and birth certificate — perfect for nurturing play and imaginative caregivers.

Berenguer Boutique Soft Body Doll with Car Seat

Ages: 2+ | MSRP: $24.99 | Available: Spring 2026

This 12.5-inch soft body doll has a cozy outfit and a lightweight, pink polka dot carrier.

Introduced in 1986 by Those Characters From Cleveland and manufactured by Mattel, Popples launched with nine characters. It ran for two years as a toy line and animated series. Over the years, Popples changed hands, eventually landing in the Hasbro portfolio. Last year, The Loyal Subjects (TLS) inked a deal with Hasbro to relaunch legacy brands, including M.A.S.K., My Buddy, Jem, My Pet Monster, and other fondly remembered 1980s toys, including Popples.

As the brand returns to the toy aisle in time for its 40th anniversary, TLS Creative Director Dina Al Rifai sat down with The Toy Book to discuss its relaunch.

The Toy Book: What drew TLS to the Popples brand, and how did the collaboration with Hasbro come about?

Dina Al Rifai: At TLS, we’re all about nostalgia — bringing back the joy of childhood memories in a fresh and exciting way for today’s collectors and fans. Popples are an iconic part of the ’80s toy landscape; there’s something undeniably heartwarming about the magic of “poppin” them in and out. Whether it was your first Popple or your favorite character, they left a lasting impression.

Our collaboration with Hasbro was part of a broader effort to revisit beloved heritage brands with modern sensibilities. Pop ples felt like a perfect match — full of heart, character, and that whimsical transformation play pattern that still feels relevant and fun today.

Popples Small Plush

Ages: 3+ | MSRP: $14.99 | Available: Spring 2026

Celebrate 40 years of playful transformations with these nostalgic plush pals. Each Popple turns from a soft, colorful ball into a cheerful character with a pom-pom tail, capturing the charm of the original in a new size.

TB: Can you share more about the design process behind the new plush, especially how you balanced nostalgia with updated features and materials?

DAR: We approached the design process with a deep respect for what made Popples so special in the first place. Our goal was to retain its instantly recognizable charm with the bold colors, playful faces, and of course, the signature poppable pouch with ultra cute ball tail — while making thoughtful updates for today's market. The primary evolution is the scale, where we've made a

Source: The Loyal Subjects

size adjustment to better suit modern shelf presence and retail feasibility. It’s all about honoring the past while making it work beautifully in the present.

TB: Will additional Popples characters/colorways be released, or is the focus solely on the core character of P.C. (Pretty Cool) for now?

DAR: We've started with P.C. and will soon expand into Party and Pancake. The rest of the gang will be coming out soon, so stay tuned! 

Popples Large Plush (pictured left) are available now.

The fourth quarter and the holiday season are just around the corner.

As the Toy Insider team preps for the release of its 20th (!!) annual Holiday Gift Guide, we’d love to give you a sneak peek at what is trending in the toy industry as we approach this all-important consumer buying season. The Gift Guide features our three hot lists: the Hot 20, the STEM 10, and the 12 Under $20. But the guide is so much more than that, covering more than 350 of the trendiest and hottest toys of the year. Our team of experts is always trendspotting, so here’s a preview of what we’ve found so far.

Yes, Chef!

The toys and games that fall into this (The Bear-inspired) category make it OK to play with your food. Whether kids are creating actual, edible treats with the 3Doodler Candy Pen or cooking up some serious pretend play with the Simmer & Stir Stovetop Playset from Melissa & Doug, these toys are as fun as they are creative. Kids can role play as chefs, business owners, and more, and cook up their own creations.

Old School Upgraded

Sometimes, you just shouldn’t mess with the classics — unless you’re giving them a modern upgrade that makes them even more fun. Trending toys hitting the shelves include Tamagotchi Paradise from Bandai Namco Toys & Collectibles America, Climbing R/C Bottle Fly from Terra by Battat, and Easy Bake Ultimate Oven from Just Play.

TikTok Acronyms

You’ve seen them popping up all over TikTok — and may have had to Google a few — but acronyms like ASMR and GRWM are flooding social media. Whether kids want to glam up slime with Gui Gui from Moose Toys or soothe their anxiety with the click-clack of the Clickeez Keyboard from Goliath, they’re sure to add these toys to their wishlist.

Make & Play

Tired of toys that are fun to build, but then serve little purpose after? With these building toys and activities, kids can make something and then use it as a playset, home decor, and more. Kids will

be asking for sets like the MAGNA-TILES Rail Racers or The LEGO Group’s LEGO Ideas Minifigure Vending Machine this holiday season.

And that’s not all! Stay tuned for more trends featuring kids’ blockbuster besties, stylish toys fit for the runway, and games that get the whole family gathered around the table. Plus, keep an eye out for our full Holiday Gift Guide — packed with the hottest toys of the year for kids of every age — on Sept. 16. Visit thetoyinsider.com to check it out! 

*Editor’s note: The Toy Insider is a sister publication of The Toy Book, both published by Adventure Media & Events.

Ali Mierzejewski is the Editor-in-Chief of The Toy Insider. As a toy expert and trend finder, she has been featured on

MATTEL

HASBRO

Marvel Iron Man And His Awesome Friends

Iron Quarters Playset | Ages: 3+

MSRP: $59.99

This two-in-one Marvel playset features Iron Man’s headquarters with interactive elements like a smash wall, trap slide, flight arm, and armor-up elevator. Includes two 3-inch figures, five accessories, and a removable role-play

Barbie Dream Camper Vehicle Playset | Ages: 3+ | MSRP: $99

Drive into imaginative play with seven play areas, more than

Ages: 5+ | MSRP: $59.99

Available: October 2025

This interactive plush pup walks, reacts with sounds, and comes with a magic cast to help heal his limp. Kids can personalize the cast and care for him as he recovers.

PROJECT GENIUS

Kitty Litter Ages: 6+

MSRP: $14.99

This kitty litter pail-inspired match ing game features mischievous kawaii cats. Players race to match colorful tiles in fast-paced rounds.

Source: Hasbro

FUNRISE

The SpongeBob SquarePants Movie: The Search for SquarePants

The Flying Dutchman’s Ship Ages: 3+ | MSRP: $29.99

Available: October 2025

A rocking base and interactive features bring this ghostly pirate ship to life. It has six figures, including Sponge-

STIX + BRIX

Evergreen Cabin Ages: 7+ | MSRP: $60

This architectural model kit includes everything needed to build and customize a two-story A-frame cabin. It features interlocking wood pieces, acrylic details, paint, furniture stickers, and a removable roof for interior play.

BASIC FUN!

Lite-Brite ColorPOP! Collection | Ages: 6+ | MSRP: $21.99

Available: Holiday 2025

Bright colors meet nostalgic creativity in this collection of light-up activity sets featuring licensed designs from Hello Kitty, Stitch, Stranger Things, Elf on the Shelf, and more. Each includes 650 mini-pegs, dynamic light modes, and a built-in easel.

JAKKS PACIFIC

Disney ily 4EVER and Pixar Tote-ily Teenies Series Wave 2 | Ages: 6+ MSRP: $9.99

Kids can collect 12 new styles inspired by Disney and Pixar characters. Each includes a 2.25-inch articulated doll with rooted hair, accesso ries, a display stand, and a matching backpack.

MAGNA-TILES

Rail Racers Deluxe 90-Piece Set Ages: 3+ | MSRP: $89.99

This magnetic tile set includes patent-pending Rails, microMAGS, and new pieces like gates and fences, which kids can use to build racetracks, ramps, and more.

TOMY

Build-A-Buddy Bluey

Motorized Car & Drill

Ages: 18 MOS+ | MSRP: $18.99

Available: October 2025

This 12-piece buildable 4x4 comes with a wind-up motor, kid-friendly drill, and Bluey figure that spins into place when seated — offering hands-on fun and imaginative play straight from the show.

ZURU

Mini Brands Fill the Fridge Playset Ages: 8+ | MSRP: $19.99

Inspired by the viral fridge restocking trend, this playset features a mini fridge with a working UV light, exclusive mini foods, magnets, and accessories to create the ultimate tiny kitchen scene.

MONDO

Teenage Mutant Ninja Turtles — Leonardo Soft Vinyl Figure Ages: 14+ | MSRP: $90

This premium soft vinyl figure features full articulation and classic TMNT styling with Japanese sofubi influence. Leonardo includes dual katanas that can be posed in hand or stored in his weapon holsters.

MAGNA-TILES

Travel Set Deluxe

55-Piece Set | Ages: 3+ MSRP: $39.99

The travel set includes a convenient case for on-the-go play — ide al for car rides, restaurants, and vacations.

THE LEGO GROUP

LEGO Star Wars Grogu with Hover Pram Ages: 10+ | MSRP: $99.99

This posable Grogu features movable arms, head, and ears with dial controls. Fans can add his favorite ac cessories — Sorgan frog, shifter knob, or cookie — and display with or without the hover pram.

TREE TOWN TOYS

Yes & Know Original Invisible Ink Trivia Game Books Ages: 7+ | MSRP: $9.99

Yes & Know returns with six new invisible ink game books featuring upgraded Surprize Ink color technology and refreshed designs. This screen-free activity brand offers engaging, magical fun for kids, road trips, and nostalgic adults.

MY CREATIVE BOX

Famous Artists Creative Craft Box | Ages: 6+ | MSRP: $34.99

Explore color, technique, and art history with seven hands-on activities inspired by iconic artists. Includes creative materials that support fine motor development and self-expression through guided art play.

LIONEL

Star Wars Empire Set | Ages: 14+ | MSRP: $574.99 | Available: October 2025

Star Wars fans can celebrate iconic moments from the Original Trilogy with this O-Gauge Bluetooth 5.0 train set featuring an RS3 locomotive, illuminated rolling stock, and a liquid-filled tank car.

BENE WORLD TOYS

Thankful Tails | Ages: 3+ | MSRP: $24.99

This gratitude-themed set includes mini plush versions of Frankie the dog and Nash the cat, a storybook with reflection prompts, and a carry case. Their magnetic tails connect to represent thankfulness.

SUPER IMPULSE

Twisty Petz Ages: 4+ | MSRP: $5.99-19.99

Kids can turn a sparkling animal into a trendy bracelet with a simple twist. Series 1 offers 48 collectible Petz in single bags and multipacks for kids to collect and trade with friends.

BLUE MARBLE

National Geographic Outer Space Advent Calendar Ages: 8+ | MSRP: $24.99

This Advent calendar features 24 hands-on activities, from painting a magnetic solar system to excavating pyrite and molding cosmic shapes. Includes easy instructions and fun facts for curious young explorers.

ASMODEE

Brick Like This! Ages: 7+ | MSRP: $19.99

This fast-paced party game challenges players to build silly objects, creatures, and pop culture references out of toy bricks while teammates guess.

CRA-Z-ART

Peanuts Crystal Surprise

Series 1 | Ages: 3+

MSRP: $4.99

Each set features a colorful doghouse that opens to reveal a 1.5-inch crystal mini figure, two crystal accessories, and shiny sticker sheets.

HOOTENANNY GAMES

Disco Island Escape | Ages: 8+ | MSRP: $22.99

In this groovy board game, players race lemurs to the top of Disco Ball Mountain to escape a volcanic Disco Inferno. Players will dance through lava, give others a case of “Disco Fever,” and use strategic problem-solving to boogie their lemurs to safety.

PMI KIDS’ WORLD

Booksy: The Disney Edition

1 Pack Window Box

Ages: 3+ | MSRP: $7.97

Available: October 2025

Each collectible dome in cludes a 40-page illustrated sto rybook and a figure of a beloved Disney character, encour aging imaginative play and emotional learning through engaging narratives.

Care Bears x Wicked 2-Pack Ages: 4+ | MSRP: $24.99-29.99

Love-a-Lot Bear appears as Glinda, and Good Luck Bear as Elphaba, in this special plush 2-pack. Inspired by the Wicked movie, the bears don signature looks, including Glinda’s crown and Elphaba’s cape and hat.

Berenguer Boutique

Deluxe Twin Set | Ages: 2+ MSRP: $39.99-49.99

Kids can practice dressing, caregiving, and identifying body parts through handson, imaginative interaction with these 15-inch twin baby dolls.

SPIN MASTER

Bitzee Hamster Ball Ages: 5+ | MSRP: $39.99

This interactive digi tal pet responds to touch and motion as kids feed, pet, and play with it. The Hamsters grow from baby to Super Bitzee, unlock new friends, play mini games, and customize outfits.

ZURU

Mini Brands Create Disney Snacks Series 1 Capsule Ages: 8+ | MSRP: $9.99

Each capsule includes a recipe card and ingredients to cre ate Disney-inspired mini snacks. With nine recipes to collect, these tiny treats blend creative play with collectible charm.

MGA ENTERTAINMENT

L.O.L. Surprise! Loves Care Bears Tots Ages: 4+ | MSRP: $12.99

This crossover collection features six new dolls with fashions and accessories inspired by classic Care Bears. Each comes in a character-themed ball with a mini felted bear.

KLUTZ

LEGO Stained Glass Art

Ages: 6+ | MSRP: $19.99

Color 18 sun-catching LEGO art pieces that transform windows into stained glass masterpieces. Includes five double-tipped markers with 10 colors.

THAMES & KOSMOS

GeckoBot 2.0 | Ages: 8+ MSRP: $29.95 | Available: Fall 2025

Kids can learn engineering and phys ics concepts like electric circuits and air pressure through hands-on assembly and experiments.

LUKI LAB

Flat 2 Fast Stunt Card Racers and Flat 2 Fast Speed Card Racers

Ages: 5+ | MSRP: $9.99

Press a button to transform the stunt racer into a thrilling car ready for action — no pull back required. The speed racer converts instantly into a fast, precision-built racer with real rubber tires for smooth performance.

IMC TOYS

Cry Babies Tiny Cuddles

Disney | Ages: 18 MOS+

MSRP: $12.99

Dolls inspired by Minnie Mouse (pictured) and Stitch, wearing themed pajamas, join the series. Each doll cries real tears when water is added to its head and pressed and includes a matching pacifier.

SUPER7

Toho Fun! Fun! Wave 2 Ages: 14+ | MSRP: $25 Godzilla, Destoroyah, and GMK Godzilla come to life as stylized, collectible 5-inch soft vinyl figures. Each features two-part construction and comes in colorful, display-friendly window box packaging.

SIMPLYFUN

Dance Like a Lemur Ages: 4+ | MSRP: $34

This active play game invites kids to mimic animal sounds and movements as they work together to complete a puzzle, building memory and motor skills.

TYTAN TILES

Official Disney Frozen Castle Magnetic Tile Set 68-Piece Ages: 3+ | MSRP: $49.99

This magnetic tile set features glitter tiles, reusable character stickers, dry-erase decals, and a workbook to support STEAM and MESH learning. Preschoolers can build shimmering Frozen-inspired castles.

INCREDIBLE PLAY

Kimmon | Ages: 15+

MSRP: $19.99-34.99

Teens and adults can collect imaginative guardian characters in blind boxes, which feature changeable clothing, expressive faces, and varied textures.

MONOGRAM INTERNATIONAL

Ursula Figural Bank Ages: 4+ | MSRP: $24.99

This collectible coin bank features the villainous sea witch from The Little Mermaid with iconic white hair and tentacles. Crafted from durable PVC, it offers a practical way to stash coins while adding wicked charm to any shelf.

JAKKS PACIFIC

The Simpsons Talking Funzo Plush Doll | Ages: 8+ | MSRP: $49.99

Available: Fall 2025

This 14-inch figure is based on Funzo’s debut in “The Grift of the Magi.” It features sounds and phrases from the episode, expressive facial movements, and missile launches.

THE LEGO GROUP

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

Inspired by Jurassic World Rebirth, this set includes four figures, a buildable ancient temple, and a poseable Spinosaurus. Kids can role-play retrieving a DNA sample from the Quetzalcoatlus nest.

HASBRO

Beyblade X Drop Attack Battle Set | Ages: 8+ MSRP: $49.99

Tweens can let it rip with this set, which includes everything needed to battle: Drop Attack Beystadium with elevated X-Celerator Rail, two launchers, and two Tops.

Interactive wooden blocks placed on the play stage create unique sounds, from barnyard noises to orchestras and storytime adventures.

MELISSA & DOUG

Blockables Woodland Friends Play Set

Ages: 2+ | MSRP: $9.99

These connectable wooden blocks are sized for small hands and snap together with large, easy-to-use connectors. Kids can follow a guide to build woodland animals or mix and match pieces freely.

AURORA WORLD

Palm Pals | Ages: 1+ | MSRP: $10

CHOON’S DESIGN

Rainbow Loom Auto Loom Bead

Bracelet Kit | Ages: 7+

MSRP: $10.99

This craft set includes two Auto Looms, designed to make bracelet weaving faster and easier. Load the bands, press the tab, and create easily — no experience required.

RELATABLE

Cows In Space | Ages: 6+ | MSRP: $21.99

Players don magnetic UFO headbands and race to beam up cows from a spinning field — no hands allowed. The player who collects the most cows wins in this fastpaced, two-player family game.

FUNRISE

Furlings Rowan Ages: 3+ | MSRP: $36

This candy-colored interactive plush com panion has more than 80 expressions and playful responses to hugs, touch es, and tail-holding. It features animated eyes, a long, whimsical tail, and soft fur with a comb for styling.

BANDAI NAMCO TOYS & COLLECTIBLES NORTH AMERICA

Anime Heroes Mega One Piece Ages: 4+ | MSRP: $18.99

This 12-inch figure of Monkey D. Luffy features true-to-anime detail, five points of articulation, and du rable construction for indoor or outdoor play. Perfect for reenacting favorite scenes or creating new adventures.

CRA-Z-ART

RoseArt Crystal Gem Creations Ages: 8+ | MSRP: $9.99-19.99

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

SUNNY DAYS ENTERTAINMENT

Honey Bee Acres Thistlestop Train Station Ages: 3+ | MSRP: $44.99

Take a whimsical ride with this motorized train playset, featuring lights, sounds, and more than seven feet of track. It includes a ticket booth, 19 accessories, and a poseable cow figure.

TOMY

Dōteki Dynamic Battle System | Ages: 8+ MSRP: $14.99-26.99

Fire, Ice, Earth, and Tech clash in electrifying multiplayer battles that evolve with every move. Players can adapt, strategize, and triumph with Collector Battle Packs, Training Sets, and Multiplayer Packs.

FUN IN MOTION TOYS

Shashibo² (Shashibo Squared) Ages: 8+ | MSRP: $35.99

Players can create Shashibo structures faster with fewer cubes. Shashibo Squared is three designs in one puzzle cube, powered by 72 rare-earth magnets for more than 210 possibilities.

HORIZON GROUP USA

Play-Doh Mix & Play Sensory Kits — Retro & Kawaii | Ages: 4+ | MSRP: $16.99

Dive into a multi-textured sensory experience with scented compounds in four unique textures: Cloud, Butter, Super Stretch, and Foam. Each set includes vibrant colors, playful mix-ins, a collectible charm, and resealable cans.

PLAYMONSTER

Marshmallow Madness Ages: 8+ | MSRP: $19.99

Race to get the most mini marshmallows in 60 seconds using tiny hand tools. Includes face plate, timer, and hand parts for competitive fun.

IMC TOYS

Cry Babies Jenna’s Sleep Routine | Ages: 18 MOS+ MSRP: $29.99

This interactive baby doll features more than 25 sounds and reactions, light-up tears, a highrange baby monitor with five care prompts, and eyes that open and close.

LOOPS LAB

Loops Lab | Ages: 8+ | MSRP: $119.99

Kids can mix music with collectible Loops figures, each with a unique sound. The Starter Kit includes the Loops Lab stage and five Lax Funkers figures — additional bands sold separately.

JUST PLAY

Disney Ultimate Stitch Interactive Feature Plush Ages: 3+ | MSRP: $59.99

This 17-inch interactive plush features more than 100 sound and motion combinations, reacting to touch with giggles, kisses, tantrums, and more — cap turing Stitch’s full emotional range from sweet to silly.

JAKKS PACIFIC

Power vs. Speed Pack — DC x Sonic Multipack Ages: 3+ | MSRP: $54.99

Inspired by the DC x Sonic comic series, this multipack features Sonic as The Flash, Silver as Green Lantern, Shadow as Batman, and an exclusive 7-inch Darkseid figure.

BORN TO PLAY

Taba World Ready Made Taba Squishy | Ages: 6+

MSRP: $5.99

Available: Holiday 2025

Enjoy a squishy experience with glow-in-the-dark, scented, and highly detailed designs. Each surprise pouch includes one of 12 collectible characters, a charm, pom poms, and a keychain.

SPIN MASTER

How To Train Your Dragon Tame & Train Interactive Toothless | Ages: 4+ | MSRP: $49.99

This interactive dragon features movement-tracking, evolving personalities, sound effects, and spring-loaded wings. It includes a fish accessory to help kids earn trust and unlock games, reactions, and flight sounds as their bond with Toothless grows.

JAZWARES

Pokémon Play ‘N’ Display Case

Multi-Level Storage Unit with Rooftop Arena and Space for 35+ 2-Inch Battle Figures Ages: 4+ | MSRP: $24.99

This multi-level case comes with 2-inch Pikachu and Sprigatito figures and has space to store and display more. It also has a rooftop battle arena and spots for four Clip

FUNKO

SCHYLLING

THAMES & KOSMOS

My Robotic Pet: Coding

Chameleon | Ages: 8+

MSRP: $54.95

Equipped with sensors and LEDs, this robotic toy offers coding, wild, and pet play modes to explore programming and biomimicry concepts.

Star Wars Power Crystal Lightsaber | Ages: 4+

MSRP: $44.99

Young Jedi can mix and match 10 Kyber Crystals to unlock more than 50 glowing combinations. With lights, sound effects, and cross-line compatibility, the customization options expand with every build.

NeeDoh Nice Berg | Ages: 3+ | MSRP: $12.99

Experience epic chill with the NeeDoh Nice Berg, a giant translucent blue ice cube-shaped sensory toy. The solid yet squishy texture delivers satisfying tactile fun and cool vibes for

Bitty Pop! Stitch Holiday Advent Calendar | Ages: 3+

MSRP: $34.99

Countdown with 24 days of Disney’s Stitch Bitty Pop! collectibles, display pieces, ac cessories, a keychain, and pin cases. Figures measure about 0.9 inches, with cases designed for stacking and display.

PMI

UFC Capsule | Ages: 8+ | MSRP: $9.97

Each surprise toy capsule includes a mystery UFC fighter, an accessory, and an octagon base piece. With 14 to collect — 12 standard and two ultra-rare — fans can complete the full octagon experience.

YOONIQUE

LaBabies — Sherpa Assortment | Ages: 3+ | MSRP: $5

These soft, sherpa-style plush toys feature exaggerated expressions and squishy textures. Each character — CoCo, LuLu, CeCe, and BoBo — captures a unique mood, making them ideal for display, play, or emotional mix-and-match moments.

THE LOYAL SUBJECTS

Rainbow Brite Classic

9-Inch Plush Doll

Ages: 3+ | MSRP: $19.99

Available: October 2025

This vintage-style Rainbow Brite doll features her classic ‘80s look, complete with a detachable Twink and iconic outfit.

ZURU

Ages: 3+ | MSRP: $19.99

This 25-key electronic piano has artwork of Charlie Brown, Snoopy, and more. Little musicians can create tunes or press a button to hear the Peanuts theme song.

Pets Alive Mama Turtle & Baby Surprise | Ages: 3+ | MSRP: $24.99

Place Mama Turtle in water to watch her swim, then hatch up to four baby turtles with a resettable surprise reveal. Kids can create an underwater world full of fun.

Peppa Pig’s world just got bigger — and a little bit messier. This summer, Hasbro introduced Evie, Peppa’s baby sister, kicking off a fresh chapter for preschool’s cheekiest pig.

“The introduction of Evie marks a transformative new chapter for Peppa Pig, and it’s something we’ve been building toward for quite some time,” says Esra Cafer, Senior Vice President, Global Brand Strategy & Management, Preschool & Fashion at Hasbro. “Coming off the heels of the brand’s 20th anniversary, we recognized a meaningful opportunity to evolve Peppa’s world while staying anchored in the warmth, humor, and relatability that families have always loved.”

Evie wasn’t added for novelty. “For years, audiences have speculated on whether Mummy and Daddy would welcome a third little piggy, and we’ve heard from our fans that they want stories with more emotional depth. The idea of a baby sibling gave us a way to explore that by reflecting the rhythms and realities of modern family life,” Cafer says.

The rollout took 18 months of careful planning, with storytelling, product, marketing, and global experiences built in tandem. Hundreds of team members, many parents themselves, contributed insight.

“From the emotional complexities of sibling adjustment to the joy — and chaos — of welcoming a new baby, that insight helped us ground the entire campaign in emotional truth,” she notes.

“It was a full-blown cultural moment.”

- Hasbro’s Esra Cafer on the global introduction of Peppa Pig’s baby sister, Evie.

A STORY THAT UNFOLDS

Evie’s debut was a masterclass in narrative pacing. Mummy Pig’s pregnancy reveal aired on Good Morning Britain , followed by a playful podcast with Kylie Kelce. A gender reveal lit up London’s Battersea Power Station, retail exclusives hit Walmart and Smyths Toys, and the story climaxed with Peppa Meets the Baby . This cinematic event invited families to celebrate Evie together, on the big screen.

“It was more than a campaign. It was a full-blown cultural moment,” Cafer says.

Modern storytelling, she explains, is about balancing humor and preschool first experiences with today’s emotionally aware families.

“Whether it’s managing big feelings, navigating sibling dynamics, or celebrating the beauty in everyday messiness, we aim to reflect parenting and childhood in ways that feel real and reassuring, but always with a cheeky wink.”

PLAY THAT MIRRORS LIFE

Evie introduces a way to explore the daily rhythms of family life through play. The Peppa Family of Five figure set now includes Baby Pig in a wearable carrier. Hasbro designers updated the Big Family House and Big Family Car with cradles, highchairs, bedrooms, and baby car seats. Walmart’s Oinks & Snuggles Evie doll — “a standout,” according to Cafer — features more than 20 sounds and accessories, so preschoolers can step into big-sibling roles.

The narrative stretches beyond toys, too. “From music like ‘E.V.I.E.’ and How Big Is the Baby Now? to Scholastic’s Peppa Pig: The Biggest Sister … home goods, dinnerware, and apparel,” the story touches every corner of Peppa’s world, Cafer explains. “We’re giving families new ways to celebrate this moment at every touchpoint.”

RETAIL AS A STAGE

Fall and holiday activations tie

story and shopping together. Walmart and Smyths Toys helped launch key narrative moments, while CAMP brings immersive experiences this season.

“Our collaboration with CAMP allows families to step through the Magic Door and enter an immersive, party-themed Peppa world, complete with muddy puddles, party prep activities, and a live character reveal of Baby Evie. It’s a hands-on way to let kids feel part of Peppa’s evolving story.”

EVOLVING WITH CARE

Innovation comes with responsibility. “Peppa is beloved by preschoolers and trusted by parents. That makes her a powerful role model, and we take that responsibility very seriously,” Cafer notes. “We’re not trying to reinvent Peppa. We’re building on her strengths to make the brand more reflective of today’s world.”

The brand’s mission remains unchanged: to help preschoolers feel confident, curious, and seen. However, the brand’s delivery of that is evolving through new characters, richer storylines, and immersive experiences.

“We’ll continue to listen closely to parents and kids, to reflect the world they’re living in, and create moments that feel real, funny, and full of heart,” Cafer says. “Because no matter how the brand evolves, Peppa will always be that first best friend — guiding kids through the messiness and magic of growing up, one muddy puddle at a time.”

In other words: Peppa Pig isn’t just growing up — she’s growing with her audience. Evie brings a new layer of family, fun, and messy joy. From storytelling to play, from live events to retail activations, Hasbro is making sure every preschooler can see themselves in Peppa’s world. Muddy puddles, giggles, and all. 

Top: A new baby means big changes, including Peppa’s Big Family Car (center). The Walmart-exclusive Oinks & Snuggles Evie Doll (left) is hailed as a “standout,” while Peppa parties with preschoolers in the real world thanks to a collaboration between Hasbro, Merlin Entertainments, and CAMP. | Source: Hasbro

Hasbro and its licensing partners are expanding the Peppa Pig brand with new toys, books, apparel, music, and experiences celebrating Baby Evie’s arrival. The coordinated program ensures Peppa’s next chapter connects with families everywhere, creating opportunities for deeper engagement and fresh play patterns. Here’s a curated assortment of hot new products hitting retail in time for the holiday season. 

HASBRO

Peppa’s Big Family Car Ages: 3+ | MSRP: $19.99

This open-top car includes Peppa and Baby Evie figures, working doors, bonnet (hood), and boot (trunk), plus space for five figures (additional characters sold separately). Preschoolers can pop the suitcase in the boot

HASBRO

Peppa’s Big Family House | Ages 3+ | MSRP: $49.99

This two-story, seven-room house expands to more than 2.5 feet wide and comes with Peppa, George, and Baby Evie figures. It features themed bedrooms, a working garage door, and accessories including a bouncer, highchair, and cradle.

HASBRO

Peppa’s Family of Five | Ages: 3+ | MSRP: $12.99

This set includes Daddy Pig, Mummy Pig, George, Peppa, and Baby Pig in a carrier. Figures are poseable, can hold hands, and inspire family adventures.

TARA TOY

Peppa Pig Arts & Crafts Collection Ages: 3+ | MSRP: $14.99-19.99

Tara Toy is rolling out a full range of Peppa Pig arts & crafts sets, including a Magnetic Wooden Dress-Up Set, Felt Playscene, Necklace Activity Set, Washables, and more (pictured right).

JADA TOYS

Peppa Pig Family Car R/C | Ages: 3+

MSRP: $19.99 | Walmart Exclusive

This R/C car features Peppa and her family with three seated figures, a duckshaped remote, and vibrant details for imaginative play and preschool-friendly motor skill development.

JUST PLAY

Lil Friends Peppa Pig Big Sis Plush Ages: 3+ | MSRP: $19.99

This 11.5-inch plush features Peppa snuggling her new baby sister, crafted with soft fabrics and embroidered details. Perfect for re-enacting show scenes or creating new adventures.

THE LEGO GROUP

HASBRO

Peppa Pig Oinks & Snuggles Evie Ages: 3+ | MSRP: $29.99

Walmart Exclusive

Peppa Pig’s new baby sibling comes with more than 20 sound effects and interactive features. Kids can feed, bounce, or lay her down for pretend naptime. Accessories include a pacifier, bottle, playmat, bib, and blanket, encouraging nurturing, imaginative play.

LEGO Duplo Peppa Pig Grandpa Pig’s Garden & Greenhouse Ages: 2+ | MSRP: $99.99

Toddlers can explore gardening and role play with Peppa Pig, George, Mummy Pig, Daddy Pig, and Grandpa Pig. The set encourages imaginative storytelling while building fine motor skills and early learning through planting, harvesting, and interactive garden adventures.

SUNNY DAYS ENTERTAINMENT

Peppa Pig’s Ball Pit | Ages: 1+ | MSRP: $14.99

Shaped like Baby Evie’s crib, this pop-up ball pit includes 20 duck-shaped balls, crawl-through play, and breathable mesh panels for safe, portable toddler fun inside or outside.

Beyond the toy department, Scholastic has developed a full publishing program, while Evie-inspired music is streaming on all major platforms, including Spotify, Amazon Music, and Apple Music.| Source: Hasbro

MONOGRAM INTERNATIONAL

Warner Brothers Horror 3D Foam Bag Clip, Series 9 Ages: 17+ | MSRP: $6.99 | Available: Fall 2025

There are 11 horror-themed figural bag clips to collect, including Jason, Freddy, Pennywise, Regan, Annabelle, and more.

THE LOYAL SUBJECTS

Teletubbies 2.5-inch Halloween Cheebee Figure

Ages: 3+ | MSRP: $5.99

Tinky-Winky, Dipsy, Laa Laa, and Po (pictured) dress in classic Halloween cos tumes for this line of collectible figures.

THE LEGO GROUP

LEGO Creator 3-in-1 Haunted Mansion Ages: 9+ | MSRP: $89.99

Builders can construct a two-story haunted mansion, a haunted train, or a haunted ship with this 736-piece set.

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

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

FUNKO

Bitty Pop! Bitty Box Pennywise Lair Ages: 17+ | MSRP: $25

This mini collectible features rooms from Pennywise’s lair plus Bitty Pop! Pennywise and Bitty Pop! Georgie Denbrough figures.

JAZWARES

BLDR — Kuromi’s Haunted House Ages: 8+ | MSRP: $29.99 | Available: Fall 2025

Little builders can use 359 pieces to create Kuromi’s Halloween-themed house, which features spider webs, pumpkins, a candy cauldron, and a fireplace. The set comes with Kuromi, My Melody, and Hello Kitty figures.

SANTOKI

LEGO Minifigures Keychain Light Halloween Ages: 6+ | MSRP: $16.99 | Available: Fall 2025

Each poseable Ghost and Skeleton LEGO Minifigure has a button-activated LED light in its feet.

YOONIQUE

Halloween Candy Bears Ages: 3+ | MSRP: $5 and up Available: Fall 2025

Kids can collect six new Halloween-themed Candy Bears, including the Grim Reaper, a devil, a witch, a pumpkin, candy corn, and Frankenstein.

Betrayal at the Neibolt House: The Evil of Pennywise Expansion Ages: 17+ | MSRP: $24.99

IT Chapter Two, this cooperative board game features five haunts, murders, monsters, and more. Players explore the house and attempt to beat It.

MONDO

Nightmare Vessels

Halloween 2

Ages: 16+

MSRP: $105

This Michael Myers figure includes swappable weapons and portraits and comes in a skull pumpkin container.

STIX + BRIX

Spooky House

Ages: 4+ | MSRP: $40

Crafters can build, paint, and decorate this creepy home, inspired by residences seen in Salem, Massachusetts.

Ages: 5+ | MSRP: $25

Players roll the dice, flip challenge cards, collect monster parts like furry legs, tentacles, bones, and more, then build their creepy characters.

SAVVI

Classic Pumpkin

Decor Tattoos

Ages: 4+ | MSRP: $2.99

Peel and apply these jack-o-lantern designs for a mess-free alternative to pumpkin carving.

MGA ENTERTAINMENT

MGA’s Miniverse Make It Mini Halloween Ages: 8+ | MSRP: $11.99

Kids can create mini ver sions of Halloween items and treats like monster drinks, jack-o-lanterns, creepy cakes, or the rare shrimp cocktail from Beetlejuice in this mystery capsule series.

FUN IN MOTION TOYS

Limited Edition Spectral Series Shashibo Ages: 8+ | MSRP: $25 | Available: Fall 2025

Halloween-inspired artwork.

CASTLE CLARK

Haunted Halloween: The Trick-or-Treat Game

Ages: 7+ | MSRP: $55

Players go door-to-door to collect candy, then must protect their stash from ghosts.

MATTEL

Barbie 2025 Holiday Ken Doll Assortment | Ages: 6+

MSRP: $30

Available: Fall 2025

Ken is dressed for the holidays in a sharp, tailored suit featuring a luxe gold satin jacket, ready to bring festive flair to any holiday display or Barbie collection.

SPIN MASTER

PAW Patrol Holiday Rescue Advent Calendar

Ages: 3+ | MSRP: $39.99 | Available: Fall 2025

Kids can unleash the holiday spirit with this pup-filled calendar, which includes figures, vehicles, and accessories,

BLUE MARBLE

Create Your Own Snow Globe | Ages: 6+

MSRP: $14.99

Available: Fall 2025

This hands-on, creative craft kit includes vibrant clay, sculpting tools, and a snowman figure so kids can sculpt a wintry scene inside a real snow globe.

GOLIATH

Tasty Tinies Seasonal Cookies Set

Ages: 6+ | MSRP: $9.99 | Available: October 2025

This seasonal baking set includes tools like a mini rolling pin and festive cookie cutter so families can roll, cut, and microwave their gingerbread cookies.

HANDSTAND KITCHEN

Bluey Holiday Baking Set

Ages: 6+ | MSRP: $24.99

Kids can get creative in the kitchen with real baking tools inspired by Bluey, which are perfect for whipping up holiday cookies and memories in a safe way.

SPIN MASTER

Cheeky Chonks: Holiday Heinies

Ages: 4+ | MSRP: $9.99 each Available: Fall 2025

Six 5-inch plush characters bring the laughs this holiday season — adorable from the front, cheeky from the back.

SUPER IMPULSE

World’s Smallest Elf on the Shelf Micro Figure Ages: 8+ | MSRP: $7.99 and up Available: Fall 2025

At just 1.25 inches tall, this tiny Elf on the Shelf packs big personality for mini mischief and pocket-sized holiday magic and cheer.

GIBSON’S GAMES

Christmas in Central Park 1000

Piece Puzzle

Ages: 14+ | MSRP: $24.99

This puzzle will transport solvers to December in New York City. Accompanied by ice skaters and a skyline view, it spews coziness and holiday cheer.

Hello Kitty and Friends Holiday Advent Calendar

Ages: 6+ | MSRP: $39.99 | Available: Fall 2025

Stay festive with Hello Kitty and all her friends. Kids can discover 18 characters, 18 accessories, and six decorations in this holiday calendar.

SAVVI

PAW Patrol

Ugly Sweater Tattees

Ages: 6+ | MSRP: $8.99

With 33 festive, iron-free, no-mess PAW Patrol fabric tattoos, young fashion designers can design their holi day sweater masterpiece.

LIONEL RACING

NASCAR Authentics 2025 Advent Calendar

Ages: 6+ | MSRP: $69.99 | Available: October 31, 2025

Kids can discover “12 Days of Surprises” with a special collection of exclusive die-cast replicas of some of NASCAR’s most eye-catching cars and trucks. The holiday-themed packaging folds out to reveal a special winter wonderland racetrack for fans to use with their new cars.

RELATABLE

Silly Poopy & Friends: Hide & Seek Gingerbread Ages: 3+ | MSRP: $9.99

Available: October 2025

This gingerbread is here to light up, tell puns, and sing songs. He is a festive and silly addition to any hide-and-seek game, but his loud voice and bright lights might blow his cover.

FARM TO FUN

Snowy The Mouse Magical Holiday Activity Book Ages: 3+ | MSRP: $14.99

Packed with festive puzzles, coloring pages, and more, this activity book keeps little ones entertained with Snowy the Mouse and a blizzard of holiday-themed fun.

SANTOKI

LEGO Minifigures Keychain Light Christmas Assortment Ages: 6+ | MSRP: $16.99 each Available: Fall 2025

These holiday-themed keychains double as flashlights. Santa, a gingerbread man, a nutcracker, and an elf are ready to shine.

THE LEGO GROUP

LEGO Star Wars Advent Calendar 2025 Ages: 6+ | MSRP: $44.99

Behind each door, kids can find surprises to build droids, swap extra parts, and play out scenes with festive Star Wars characters and workshopinspired accessories.

FUNKO

Bitty Pop! Disney Princess Holiday Advent Calendar | Ages: 3+ | MSRP: $34.99

TOMY

Available: Fall 2025

This calendar includes 10 Bitty Pop! figures, nine display pieces, three accessories, a keychain case, and a pin case, all decked out in Disney holiday magic.

Warhammer 40,000 Da Red Gobbo Collectible Plush Ages: 18+ | MSRP: $16.99

Available: Fall 2025

This plush Da Red Gob bo blends holiday spirit and tabletop lore with a soft, squishy form that’s equal parts mischievous and merry.

PROJECT GENUIS

Llamas in Holiday Pajamas Memory Match Game

Ages: 3+ | MSRP: $7.99

Players will have all the holiday feels when playing this cozy memory game, starring llamas in jammies spreading festive cheer with every match made. Each game takes approximately 15 minutes to play.

THAMES & KOSMOS

Science Advent Calendar Vol. 3

Ages: 8+ | MSRP: $39.95 | Available: Fall 2025

Kids can uncover 24 hands-on science experiments using everyday materials. Each box includes components and instructions for daily discovery.

LIONEL TRAINS

The Polar Express Battery Operated O-Gauge Train Set | Ages: 4+ | MSRP: $169.99

Young conductors can steam ahead with this detailed Polar Express set featuring water vapor smoke, plastic track, and compatibility with 2- or 3-rail O-Gauge layouts.

SCHYLLING

NeeDoh Advent Calendar (2025 Edition)

Ages: 3+ | MSRP: $24.99 | Available: Fall 2025

Each day reveals a 1.25-inch squishy NeeDoh toy in bright, playful shapes and colors to squeeze and fidget all season long.

JAZWARES

6.5-inch Buddy the Elf Squishmallows Plush Ages: 3+ | MSRP: $12.99 Available: Fall 2025

This cuddly companion is ready to have a Christmas movie marathon with you, as long as Elf is in the lineup. He is ultra-soft and loves cuddles (almost as much as he loves maple syrup).

BASIC FUN!

Littlest Pet Shop Deluxe Holiday Calendar Ages: 4+ | MSRP: $29.99 | Fall 2025

Unbox 24 surprises, including eight bobblin’ pets, 16 festive accessories, and a collector card to celebrate the season in style.

For four years, a little girl named Gabby has slipped on a pair of cat ears, given the headband a pinch on each side, and shrunk to dollhouse size with her favorite plush, Pandy Paws.

FROM STREAMING TO THE SILVER SCREEN

This fall, Gabby gets both larger smaller when Movie hits theaters Sept. 26. Starring Laila Lockhart Kraner as Gabby, the live-action film from DreamWorks brings the hit Netflix series — created by Blue’s Clues Traci Paige John son and Jennifer Twomey — to the big screen with help from Gloria Estefan, Kristen Wiig, and an ensemble of comedic talent. Wiig plays a feline-focused villain who steals the dollhouse. “She’s a lot of fun,” says Producer Steven

Schweickart (Kung Fu Panda 4, The Sea Beast), noting that Wiig’s casting will delight caregivers, who know her from SNL Families are encouraged to sing and dance with Gabby’s Dollhouse: The Movie, which amps up the interactivity of

the series. Gabby isn’t just the star — she’s also the host. “We’re encouraging the audience to sing along, snap their fingers, clap their hands, and respond to Gabby’s questions,” Schweickart says.

For many kids, this may be their first theatrical experience. “We really want to entice people to come to the theater,” Schweickart adds. “We want it to be magical — everything they get from the TV show, but bigger and better.”

MAGICAL NEW TOYS AND RETAIL PARTNERSHIPS

At home, kids can create magical adventures with a new lineup of toys from Spin Master, the master licensee Gabby’s Dollhouse. “The movie is so much fun to work with,” says Spin Master’s Tracy Warshauer, Senior Vice President of Marketing and Global Business Unit Lead, Preschool, Wheels and Action. This fall, a new collection of interactive toys inspired by the

Gabby is ready to make a splash in theaters, and at retail, this fall.

Source: DreamWorks

film hits retail. Kids can dive into imaginative action with a Pandy Paws plush, wearable cat ears, a Gabby mermaid doll, and a dollhouse replica. The toys are compatible with previous releases and interact through Spin Master’s Meow Tech, which Warshauer describes as “super fun.” “It allows everything to connect and communicate with the child,” she says.

“Traditional dollhouse play can be one way,” Warshauer explains,“This was our chance for the dollhouse to come to life and to be truly interactive.” The Meow-mazing Interactive Dollhouse has LCD eyes, encourages guided play and storytelling, and includes Gabby, 10 accessories, a catavator, and a slide.

With the Meow-mazing Interactive Pandy Paws Plush and Interactive Ears, kids ages 3 and up can replicate Gabby’s transformation, squeezing the ears to deliver a Pandy Paws Hug Attack. “Kids are going to really love having these toys,” Warshauer says, noting that watching kids bridge innovation and imagination during testing was “cool and exciting.”

Spin Master has also “developed unique statements” for each mass retailer. Walmart secured a toy based on a hotly anticipated character debut at the end of the film, while Amazon and Target each have film-inspired exclusives in their toy departments. Amazon’s focus is the garden scene; Target’s is the aquarium scene, which sees Gabby turn into a mermaid.

ON TOUR AND ON THE VIDEO GAME CONSOLE

The fun continues onstage and onscreen with Gabby’s Dollhouse Live! Presented by Walmart launching in Long Beach, California, while DreamWorks Gabby’s Dollhouse: Ready to Party from Outright Game debuts on Steam and home consoles Sept. 19, one day before the film’s red carpet premiere at The Grove in Los Angeles.

Just like Gabby’s cross-country drive in her movie, the live tour travels to 80 North American cities, stopping at iconic venues like the Grand Ole Opry and Chicago Theatre. “This beloved series has sparked the imaginations of families around the world, and we can’t wait to translate its joy, heart, and creativity into a one-of-a-kind live experience,” says Jonathan Shank, CEO of tour producer Terrapin Station Entertainment.

The color-themed show will showcase family-favorite songs and a new storyline in which Gabby’s cat friends star as lifesize puppets.

Young gamers can help Gabby and Pandy Paws get ready to throw a party at home through interactive storytelling, mini games, puzzles, and more in Ready to Party. “We wanted to give younger players a fun experience that they can enjoy for as long as they want,” says Nazaret Guerrero Alonso, Video Game Producer, Outright Games.

“Gabby’s world revolves around creativity and imagination,” Alonso adds. “We incorporated this into the game through features such as clothing and hairstyle customization, as well as activities such as painting, coloring, and building, providing children with the tools to express themselves just as they see on screen.” Ready to Party players won’t just prepare for parties; they will participate in them. Alonso is excited for fans to experience a space race on planet Caturn with DJ Catnip, “It’s one of the game’s most memorable and visually dynamic moments,” he adds. “Players will also party in the attic, “where all the characters come together for a joyful celebration,” Alonso says. This is not Gabby’s first digital adventure. Gabby’s Dollhouse: A-meow-zing Moves is available on Nex Playground, a remote-free console that encourages movement and activity, through PlayPass. “It’s such a joyful and imaginative world young kids already love,” shares Nex Playground CEO David Lee. “The show does a wonderful job of sparking creativity and wonder for the world, and we saw an opportunity to take that one step further. Kids connect deeply with characters — they see themselves in them, or who they want to be.”

A-meow-zing Moves encourages kids to develop coordination and resilience while exploring the beloved dollhouse.

A MESSAGE THAT GROWS WITH FAMILIES

The most important thing about the Gabby universe, from film to toys to digital gaming, is the same. “You’re never too old to play,” Schweickart says, noting that grownups are welcome to sing, dance, and get on the floor with their young charges. “Don’t be afraid of growing up. You can grow up and play.” 

Katherine M. Hill is an Associate Editor at The Toy Book. She plans to use her PTO on a trip to Cat Francisco this fall. Despite a very real cat allergy, there isn’t a neighborhood cat she hasn’t petted.

The Gabby’s Dollhouse tour is bringing the magic to North America this fall. | Source: Terrapin Station Entertainment

SPIN MASTER

Sing and Shine Mermaid Gabby Doll Ages: 3+ | MSRP: $31.49

This 14-inch Gabby doll features movie-inspired lights, sounds, and a color-change tail. She has a removable cat ear headband, a starfish accessory, and an articulated tail that lets her stand on her own.

SPIN MASTER

Meow-mazing Interactive Dollhouse Ages: 3+ | MSRP: $104.99

This interactive dollhouse features LCD eyes, six “Paw Bump Magic” buttons for guided play, and storytelling. It includes Gabby, 10 accessories, a catavator, and a slide, and is compatible with other Gabby’s Dollhouse sets and Meow Tech toys.

SCHOLASTIC

Gabby’s Dollhouse: The Movie Level 1 Reader Book Ages: 3+ | MSRP: $5.99

Celebrate Gabby’s movie moment with this book, featuring charming artwork and scenes from the film. Designed for early readers who are just starting to decode words and build confidence.

THE LEGO GROUP

LEGO Gabby’s Dollhouse Sweet Treat Mountain & Kitty Garden | Ages 4+ | MSRP: $54.99

This colorful building set brings Sweet Treat Mountain home, featuring cake-top peaks, donut floats, and characters including Gabby, Pandy Paws, Chumsley, Cakey, and more.

SPIN MASTER

Meow-mazing Interactive Pandy Paws Plush Ages 3+ | MSRP: $31.49

The soft plush features movie-inspired sounds, wearable Velcro accessories, and Meow Tech interactivity that connects with other Gabby’s Dollhouse toys for more meow-gical surprises.

DISGUISE

Gabby’s Dollhouse Tutu Costume Dress | Ages 2+ | MSRP: $30

Little ones can dress up like Gabby with this officially licensed costume, featuring a sparkly bodice, striped shrug, layered tulle skirt, and glittery cat ear headband.

SPIN MASTER

Gabby’s Dollhouse: The Movie Aquarium Doll Playset | Ages: 3+ MSRP: $24.99

The Target-exclusive playset explores underwa ter adventures with Gabby and MerCat. Featuring a seethrough bubble, seaweed elevator, slide, spinning coral, and surprise accessory, the interactive features allow for imaginative storytelling fun.

THE LEGO GROUP

LEGO Gabby’s Dollhouse Mermaid Gabby’s Aquarium Adventure | Ages 4+ | MSRP: $22.99

This 103-piece set includes Mermaid Gabby, MerCat, and colorful sea creatures for underwater adventures. Kids can build and role-play movie-inspired scenes and create stories of their own.

SPIN MASTER

Meow-mazing Interactive Ears Ages 3+ | MSRP: $18.89

Kids can imagine their own dollhouse-sized adventures with interactive Meow Tech ears, which light up and play sounds from the movie and include a special Dance Party mode.

SPIN MASTER

Gabby’s Dollhouse: the Movie Cat-venture Crew 11-Piece Figure Pack | Ages: 3+ | MSRP: $19.97

This 11-piece figure set features Gabby, Pandy Paws, MerCat, and more. The set includes accessories, a surprise dollhouse delivery, and a scannable QR code for in-app, high-tech fun.

THE ACTION AISLE

MATTEL

Masters of the Universe x Transformers Action Figures Ages: 6+ | MSRP: $33

Two worlds collide as Skeletor dons Megatron armor and ManAt-Arms powers up with Bumblebee. These fusion figures feature epic detailing and power-packed accessories, delivering a first-of-itskind crossover perfect for fans and collectors who are ready to roll out with the Power of Grayskull.

HASBRO

Star Wars: The Vintage Collection Chewbacca Ages: 4+ | MSRP: $16.99

Available: Fall 2025

This 3.75-inchscale Chewbacca figure, inspired by Star Wars: A New Hope, features premium detail and classic Kenner branding. It comes with Chewie’s signature bowcaster.

MGA ENTERTAINMENT

Ninjombie | Ages: 6+ | MSRP: $14.99-29.99

You’ve met Ninjas, you’ve met Zombies, now meet Ninjombies. Kids create the ultimate slime-filled showdown with these customizable action figures. The line includes four basic action figures — Haz Mat, Scorchstrike, Grave Spin, Sword Lord — a Deluxe Jonin Knight, and the Prime Slime Dragon Vehicle.

BANDAI NAMCO TOYS & COLLECTIBLES AMERICA

Colossal Warriors — Super Saiyan Goku | Ages: 4+

MSRP: $24.99

Available: Fall 2025

This 16-inch Dragon Ball figure features anime-accurate colors, dynamic sculpting, and sharp details.

Source: Mattel

MOOSE TOYS

Heroes of Goo Jit Zu Meteor Madness Goo-Tron Supreme | Ages: 5+ | MSRP: $39.99

Goo-Tron Supreme combines the powers of Blazagon, Thrash, and Pan taro into one epic, 9-inchtall goo-filled hero. It features three goo types, flaming wings, multicolor lights, and more than 35 sounds and phrases.

MCFARLANE TOYS

Teenage Mutant Ninja Turtles Page Punchers Action Figure with Comic | Ages: 6+

MSRP: $27.99

These 5-inch scale figures, inspired by the Teenage Mutant Ninja Turtles comics, come with a comic reprint and multiple accessories. Wave one features Leonardo (pictured), Donatello, Shredder, and a Foot Soldier.

ZURU

Smashers Dino vs Aliens | Ages: 3+ | MSRP: $19.99

Smash through a rocket ship to uncover dinosaur parts hidden in slime and sand, then build your creature and battle aliens. Includes more than 20 surprises to discover and collect.

PLAYMATES TOYS

Mighty Morphin Power Rangers: Re-Ignition Collection | Ages: 4+ | MSRP: $10.99-21.99

The Power Rangers are back with a new collection of kid-focused toys, including Auto-Morphin Figures, Evil Space Alien Figures, Combinable Dinozords (pictured), a Power Morpher, Masks, and a Blade Blaster.

JAZWARES

Five Nights at Freddy’s Action Figures | Ages: 8+

MSRP: $11.99

Available: Fall 2025

This collection of 5-inch figures debuts with Toy Freddy (pictured), Toy Bonnie, Toy Chica, and Mangle from Five Nights at Freddy’s 2, each with glow-in-the-dark eyes and a jumpscare feature.

BASIC FUN!

Disney Stitch Stretch Armstrong | Ages: 6+

MSRP: $14.99

Available: Fall 2025

This super-stretchy Stitch can stretch up to five times his size for squishy, twisty, hands-on fun. Wrap him, knot him, and stretch him to the limit.

THE ACTION AISLE

FUNRISE

Teenage Mutant Ninja Turtles Arcade Cruisers: Leonardo Edition | Ages: 3+ | MSRP: $9.99

Available: Fall 2025

This 2-in-1 collectible toy mutates from a retro-style arcade cabinet into a battle-ready vehicle with a nonremovable Leonardo figure.

SPIN MASTER

Primal Hatch Jurassic World T. rex

Ages: 5+ | MSRP: $59.99

Sixty-five million years in the making, kids can use Primal Hatch to hatch and raise their very own T. rex. The interactive toy has multiple play modes and more than 100 filminspired sounds and reactions.

SUPER7

G.I. Joe ReAction+ Figures

Wave 4 (G.I. Joe: The Movie) Ages: 14+ | MSRP: $20 each

Inspired by G.I. Joe: The Movie, this wave of 3.75-inch ReAction+ figures features Lt. Falcon, Jinx, Cobra Commander (Once a Man, pictured), and the Cobra-La Royal Guard with 1980s-style O-Ring construction, 12 points of articulation, and retro packaging.

JAKKS PACIFIC

Super Mario Big Bad Bowser Ages: 3+ | MSRP: $59.99

PMI

UFC 1 Pack Action Figures

Ages: 8+ | MSRP: $14.97

Fight night comes home with action figures featuring MMA stars like Ilia Topuria, Max Holloway, Jon Jones, Conor McGregor, and Alexa Grasso. Each figure includes multiple points of articulation and character-specific accessories.

Bring chaos to the Mushroom Kingdom with this 12-inch articulated figure that features a fire-breathing light effect, slashing arm action, and more than 15 sounds and music cues triggered by multiple touchpoints.

SUPER IMPULSE

World’s Smallest Godzilla Micro Figure Ages: 6+ | MSRP: $7.99-10.99

This 1.25-inch figure features an articulating tail, removable heat ray, and signature design details. Includes a mini stand, display case, and diorama card for display and play.

Along time ago … 30 years ago this summer, to be exact, the Force awakened.

In July 1995, Kenner launched a brand-new line of Star Wars action figures, and excitement quickly jumped to lightspeed. The Power of the Force collection, affectionately dubbed “Power of the Force 2 (POTF2)” by fans, didn’t just reignite interest in a galaxy far, far away — it redefined Star Wars for a new generation of kids and collectors. Buff Boba Fett, chiseled Chewbacca, and revamped versions of iconic characters like Darth Vader and Obi-Wan Kenobi were everywhere. And fans couldn’t get enough of them.

To appreciate the significance of this line, you have to journey back to the early 1990s — when the Star Wars brand was largely dormant at retail.

“The years following the release of Return of the Jedi were known as the Dark Times,” recalls Dan Brooks, co-author of the Star Wars Encyclopedia , and former Senior Editor at StarWars.com

Kenner’s Bold Star Wars Relaunch in 1995 Awakened the Force at Retail and Unleashed a Modern Collector Economy

by JOHN DEQUADROS, Rip Rocket Photography

and Lucasfilm.com. “Star Wars really went into hibernation. We were kind of starved for anything related to the saga — especially in the toy aisle.”

The original Kenner line ended with the first Power of the Force collection in 1985. Lucasfilm scrapped Kenner’s plans to contin -

“There was such excitement about finding new toys on the shelves every couple of weeks...”

- Jayson Krebsbach, YakFace.com

ue the toy line with no new movies on the immediate horizon. But behind the scenes, momentum was building toward something new.

Star Wars creator George Lucas teased Special Editions . A prequel trilogy chronicling the rise and fall of Anakin Skywalker was in early development. Author Timothy Zahn’s Heir to the Empire

topped the New York Times Best Seller List. And Kenner – now owned by Hasbro — saw an opportunity to bring Star Wars back into stores, bigger and bolder than ever before.

A CURIOUS STANCE

POTF2 charged onto the scene with the explosiveness of an Imperial invasion. The first wave included familiar faces like Luke Skywalker, C-3PO, and R2-D2, but not how fans remembered them.

Han Solo had biceps that rivalled He-Man, Lando Calrissian’s lats needed a landing permit. Even Princess Leia looked more superhero than Senator.

Why the extreme makeover?

Kenner designers later explained that the line was inspired by toy trends of the time, when exaggerated muscles and bold stances were all the rage. Hasbro’s G.I. Joe Extreme also hit the market in ’95, and Trendmasters’ Extreme Ghostbusters was in development. These toys targeted a generation of kids raised on profession -

al wrestling and action movies, where heroes flexed first and asked questions later. The new look raised eyebrows and drew mixed reactions from longtime fans, but kids and collectors ate it up.

A BIGGER GALAXY

Over the next five years, the POTF2 line expanded to include vehicles like the Millennium Falcon and AT-AT, creatures like the Dewback and Tauntaun, and playsets like the Death Star Escape. Kenner even embraced the Expanded Universe of publishing and gaming with releases like Kyle Katarn, Mara Jade, and Grand Admiral Thrawn. This move gave the line a unique edge and sparked deeper fan engagement.

“It’s funny to look back 30 years and acknowledge that POTF2 was the birth of many collectors’ habits,” says Jayson Krebsbach, owner and content manager of Yakface.com. “With the relaunch of Star Wars in the ’90s, there was such excitement about finding new toys on the shelves every couple of weeks. Seeing pegs of those orange — and later green — cardbacks and boxes was euphoric after what seemed like an eternity of Star Wars-less toy aisles.”

A CERTIFIED MEGAHIT

Between 1995 and 2000, Kenner released more than 100 unique action figures. The collecting scene exploded. Online forums and toy magazines surged in popularity. Conventions grew. And since the toys were so widely available — from toy stores to comic shops and even grocery aisle endcaps — it was easy for fans to join the fun. A passionate community emerged, ready to trade, talk, and celebrate Star Wars together. And out of POTF2, the concept of an adult collector went mainstream.

“I was working for Walmart

when POTF2 became a craze,” recalls Toy Book Editor-in-Chief James Zahn. “The Hot Wheels dealers waiting outside the doors for the store to open each morning began buying Star Wars figures by the cartload as the speculative market took hold. This happened just as eBay went online, and the hype planted the seeds for online retailers like Entertainment Earth. It powered the first wave of nostalgia that opened the blast doors for the return of other toy and entertainment franchises in the years to come.”

While the line may look dated next to modern offerings like The Black Series or The Vintage Collection, the charm and ambition of POTF2 remain undeniable. And Hasbro continues to honor the era with retro-inspired packaging, and Expanded Universe characters like Shadows of the Empire ’s Dash Rendar and Prince Xizor still resonate with fans.

THE FORCE BE WITH US ... ALWAYS.

As we look back on three decades of Power of the Force 2, we honor the spark that reignited a galaxy, captivated a generation of fans, and laid the foundation for modern collecting. The Force was strong then — and thanks to this line, it still is today. 

2027 MARKS 50 YEARS OF STAR WARS...

Lucasfilm, Hasbro, and other partners are developing products for the 50th anniversary of Star Wars . The original film was released on May 25, 1977.

Above: 1995 Power of the Force action figures. | Source: Hasbro Top left: Purple Darth Vader

Source: gnepphoto — stock.adobe.com

Below: Star Wars 50th anniversary logo. Source: Lucasfilm

John DeQuadros is a professional toy photographer and versatile freelance writer with a keen focus on popular culture. He contributes a weekly column to ToyTales.ca and his work regularly features on platforms like StarTrek.com and 8-Bit Pickle. Connect on social media at @RipRocketPix.

DRIVEN TO PLAY

LIONEL TRAINS

Mattel 80th Anniversary Rolling Stock Ages: 14+ | MSRP: $109.99-149.99

Celebrate 80 years of Mattel with a trio of special edition O-gauge train cars. Model railroaders can choose from the Rock ‘Em Sock ‘Em Robots Chasing Gondola, UNO Boxcar, or Mattel 80th Anniversary Boxcar (pictured).

PLAYMATES TOYS

Stuntman Stu Race Ace Stunt Car | Ages: 5+ | MSRP: $24.99

Availability: October 2025

This crash-ready vehicle features an ejectable driver seat, blow-off parts, and a wall of crates to plow through. It also includes a fully poseable Stu figure for high-flying stunts and explosive fun.

MGA ENTERTAINMENT

CarTuned JDM Tuners Series 1 Ages: 3+ | MSRP: $4.99

These collector-designed die-cast vehicles feature real rubber tires, metal bodies, and authentic wheels. Available in a variety of colors and styles.

ABACUS BRANDS

DK Virtual Reality Transport! | Ages: 8+ MSRP: $59.99

This 96-page activity set uses virtual reality and handson activities to showcase the world of transportation, including planes, trains, cars, and more.

Source: Lionel Trains

DRIVEN TO PLAY

P&C TOYS

Kool Speed 2.4GHz R/C Spin Driftz 2023 Nissan GT-R Nismo with Light | Ages: 6+ | MSRP: $70

Available: Fall 2025

This officially licensed vehicle features 360degree spins, sideways drifting, working headlights, and LED underglow for high-performance stunts and sleek style inside or outside.

JADA TOYS

Transformers Converting Bumblebee R/C Ages: 8+ | MSRP: $49.97

With the push of a button, kids can transform Bumblebee from a sleek, 2.4GHz yellow and black R/C car

SUPER IMPULSE

World’s Smallest Evel Knievel Stunt Cycle | Ages: 8+ MSRP: $7.99-10.99

This tiny version of the iconic stunt bike from Ideal Toys has a miniature rider and a working launcher for display and play.

NKOK

Mean Machines R/C Rock Crawler Series (RTR) Ages: 6+ | MSRP: $39.99

Tackle rugged terrain with these officially licensed 2.4GHz R/C rock crawlers featuring high-flex suspension, four-wheel drive, and powerful triple motors. They’re ready to run (RTR) right out of the box with batteries and chargers included.

BASIC FUN!

Tonka Steel Classics Titans Ages: 3+ | MSRP: $4.99

Available: Fall 2025

Tonka toughness arrives for a new generation with compact, stamped-steel vehicles. Each features real working parts for rugged, grab-and-go construction play indoors or on the job site.

MATTEL

Hot Wheels City

Ultimate Dual Dragon Transporter | Ages: 4+

MSRP: $49.99

This largescale dragon hauler features a detachable dragon that transforms into a racetrack and “eats” toy cars. Press a button to flap its wings, store more than 20 vehicles, and launch the two included 1:64-scale cars side by side.

DRIVEN TO PLAY

FUNRISE

Teenage Mutant Ninja Turtles: Mutant Mayhem — Calzone Drift R/C (Battle Tycoon) | Ages: 5+ MSRP: $34.99 | Available: Fall 2025

Kids can skid, slide, and blast their way into shell-shocking action with this full-function R/C turtle truck featuring wild drift power, a Leonardo bob blehead, and dual calzone cannons. Control the chaos with a 2.4GHz cal zone-shaped remote.

GOLIATH

Hyper Burst Shockout Circuit Ages: 4+ | MSRP: $29.99

Kids can race to survive the track in this high-speed, lastcar-standing challenge featuring two cars, two launchers, knockout stunts, and modular track pieces inspired by battle royale video gaming.

SUNNY DAYS ENTERTAINMENT

Maxx Action 2-N-1 Firetruck Ages: 3+ | MSRP: $44.99

This 16-inch firetruck features dual joystick controls for full 360-degree ladder rotation and vertical movement. Realistic lights, sirens, and motorized forward/reverse action add to the excitement of each rescue mission.

JAZWARES

Star Wars Micro Galaxy Squadron TIE Reaper Ages: 8+ | MSRP: $29.99

This detailed 9-inch TIE Reaper features an opening cockpit, troop bay, engine room, and working missile launchers. Includes three 1-inch Death Troopers for scaled play and display.

SPIN MASTER

Monster Jam Smash & Bash Smashbot Playset Ages: 3+ | $49.99

This playset includes a Smash & Bash DIGatron vehicle with a detachable launcher. Kids can launch the Monster Truck at the robot and pull the lever to repair it.

LUKI LAB

Flat 2 Fast Stunt 2-pack Set | Ages: 5+ | MSRP: $24.99

Kids can build epic stunt courses with this set that includes a ramp, tunnel, and ring of fire, plus two Stunt Card Racers for non-stop action and daring, high-flying fun.

Aligned with the LA Fall Previews, YuMe welcomes retailers and industry leaders to its Los Angeles-area showroom for a deeper look into its portfolio packed with wizards, Demogorgons, alien experiments, and more. The toy and collectible company offers a wide range of licensed collectible figures, mystery boxes, plush, and Halloween costumes — and its diverse lineup continues to grow alongside new retail strategies.

The team works closely with licensing partners like Disney, Sanrio, and Netflix to produce franchise-accurate yet original products for fans and retailers. By combining trending play patterns, popular brands, and an acute attention to detail, the company has seen suc cess with several lines, including its mystery capsule series.

The Toy Book caught up with YuMe’s Managing Director, Paul Fish, to learn more about the company’s strengths and future plans.

FRESH COLLECTIONS

YuMe advances in the collectibles space with iconic licenses.

by SAMANTHA CONNELL, Associate Editor

TB: Can you tell us about YuMe’s evolving relationship with Beast Kingdom, Hot Toys, and others?

PF: What began as distribution relationships have grown into something far more collaborative. These partnerships have matured into joint ventures in design, development, and market strategy. We’re contributing upstream — helping shape products from concept through to execution — and combining our market insights with their creative and manufacturing strengths. It’s a natural evolution rooted in mutual trust.

meet them head-on with deliberate action, resilient strategies, and the support of strong partnerships. As a result, we’re entering the back half of 2025 ready to deliver growth and capitalize on a stabilizing market.

TB: How does YuMe set itself apart with horror and anime collectibles?

The Toy Book: How has YuMe’s focus on direct-to-retail strategies impacted its reach?

Paul Fish: Direct-to-Retail has allowed us to bring clarity and consistency to how our brand is presented in the market. It allows us to share our most creative product lines in the way they’re meant to be experienced. Just as importantly, it brings us closer to our retail partners — strengthening relationships through direct collaboration and tailored support. This approach has not only sharpened our presence on shelves but has also expanded our global footprint.

TB: How has YuMe navigated the challenging environment this year?

PF: We’re realists and recognize the pressures the industry has faced … but YuMe thrives on agility. Guided by experienced leadership and a deeply collaborative global team, we acted quickly by leaning into opportunities in EMEA, APAC, and the broader Americas to offset headwinds and keep momentum strong. We don’t shy away from difficult situations; we

PF: We don’t just create in these genres — we live in them. Our teams are made up of true fans who bring a level of passion and authenticity that can’t be manufactured. In anime, we’ve built a reputation for staying true to the source material while innovating in design. In horror, we saw the genre’s growing cultural momentum early on and have invested thoughtfully since 2020. We continue to embrace the unexpected — it’s what makes our offering unique.

TB: What licensed collaborations can retailers expect in the near future?

PF: Looking ahead, we’re expanding deeper into anime and adding exciting video game titles to our lineup, while continuing to grow within traditional entertainment properties and beloved kawaii brands. Our focus is on balancing the ‘tried and true’ evergreens with the ‘trending now’ pop culture hits, giving retailers a portfolio that speaks to both longtime fans and new audiences. 

One Piece Cosbaby Collection | Source: YuMe

Q&A with Paul Fish, Managing Director — The Americas, YuMe

Stitch Fun Series 2

Source: YuMe

Many companies come and go, but one that always stays on track in the toy industry is Lionel Trains. Running on innovation and craftsmanship, the model train company rides the rails of success while maintaining a timeless appeal for enthusiasts of all ages.

Although American inventor and entrepreneur Joshua Lionel Cowen wasn’t the first to manufacture toy trains during the 1900s, he revolutionized the model train industry with his first invention: the Electric Express. Designed as an eye-catching display for toy stores, the model laid the foundation for Lionel — a company built on Cowen’s legacy of innovation and imagination.

“We have a motto that Lionel is about memories that last a lifetime, and those memories exist because it’s an experiential and multi-generational product,” says Howard Hitchcock, CEO of Lionel Trains. “We have always prided ourselves on quality new technology, innovation, and partnerships — especially when it comes to licensing. Those are things we’ve continued to embrace throughout Lionel’s

history, and they’ve made it a special and cherished brand for so many enthusiasts.”

The year-long 125th anniversary celebration officially left the station on Oct. 1, 2024. From product debuts at trade shows to a panel at New York Comic Con (NYCC), Lionel has marked the milestone with special events, limited-edition products, and interactive experiences.

ON THE FAST TRACKS

Fueled by Cowen’s spirit, Lionel charges ahead through economic changes and evolving consumer tastes by leaning into innovation and detailed craftsmanship. From its early days producing electronic trains hailed as the “Standard of the World” to incorporating Bluetooth technology in its models, Lionel is blending history with modern features.

The company celebrates 125 years with an anniversary catalog filled with locomotives, boxcars, and handcars. New launches showcase Lionel 125 branding and color schemes, while re-imagined classics pay tribute to historical items, including the Pennsylvania Legacy S2, the Lionel Lines Postwar Inspired 21-

inch Passenger 4-Pack, the Lackawanna Trainmaster Postwar Set, and the Vision Hudson Prewar Set.

“Our team really pored over catalogs and old history,” Hitchcock says. “There are iconic pieces that exist in our history that we pay homage to, but we’re not using the original tools or the manufacturing processes. We’re embracing the history and uniqueness of each item, adding a modern twist and new innovations. That’s what keeps Lionel relevant.”

ALL ABOARD THE COMMUNITY TRAIN

As a train needs engineers and conductors to run, Lionel recognizes that its 125th anniversary wouldn’t be possible without the steam power of its loyal team and devoted community.

“This milestone is not only a celebration of our legacy but also a reflection of the enduring passion and loyalty of the Lionel community,” says Mike Phillips, Senior Vice President and General Manager of Lionel Trains. “We are deeply grateful to our dedicated customers and partners who’ve supported us throughout

this journey. As we look to the future, we remain committed to delivering the highest quality products and experiences that continue to inspire and bring joy to model train enthusiasts worldwide.”

The 125th anniversary train made a notable stop on May 2 at Atrium Health Ballpark in collaboration with the Kan-

level of passion.”

FULL STEAM AHEAD

With the anniversary celebration running through the end of the year, Lionel still has more surprises waiting at the end of the tunnel.

New product launches will roll out at NYCC in October. Last year, the company revealed four exclusive models at the show, including the Batman 85th Anniversary Boxcar, and unveiled its

as a new line of LED illuminated boxcars to honor America’s 250th Anniversary, LionChief locomotives with new tooling, and more additions to the Star Wars collection. The celebration culminates on Dec. 6 with the 11th National Lionel Train Day, which will include an exclusive collectible boxcar.

Even after 125 years, Lionel continues to evolve while honoring Cowen’s original vision. With a mission to bring families together and foster lasting connections across generations, the company remains a leader in the model train category.

“We’re always looking to engage,” Hitchcock adds. “It’s truly our consumers who have kept us going for 125 years, and they’ve always been our priority. Because of them, we’re always looking for ways to improve and innovate further.” 

Taylor Battle is an Assistant Editor at The Toy Insider, The Pop Insider, and The Toy Book. Between reading fantasy novels and re-watching Disney classics, she can be found building houses in The Sims 4. Taylor is passionate about creating and is always looking to try new things.

The Pennsylvania Legacy S2 model | Source: Lionel Trains

Lionel celebrates 125 years with events like headquarters tours (above) and ballpark collaborations. | Source: Lionel Trains

GROWING THE GAME

Top Trumps USA sharpens its strategy, expanding retail reach and stacking the deck for 2026.

by JAMES ZAHN, Editor-in-Chief

Q&A with Kelly Gunstone, Licensing and Business Development Manager, Top Trumps USA

Top Trumps USA has been steadily expanding its footprint, bringing beloved card games and family-friendly titles to a growing audience. As the company continues to scale, we sat down with Kelly Gunstone to talk strategy, innovation, and what’s next.

The Toy Book: How has Top Trumps evolved since launching in the U.S.?

Kelly Gunstone: Top Trumps has grown from a much-loved British heritage brand into a pop-culture powerhouse in the U.S. We’ve expanded from our classic packs, like Sports Cars, Predators, and Lovable Dogs, into a huge range covering blockbuster movies, evergreen brands, and fan-favorite licenses such as Stitch, World Soccer Stars, Super Mario, and more. Every year, we refresh our lineup with must-have themes, so there’s always something new for retail and something collectible for fans. What stays the same is our fast, easy-to-learn gameplay, where the biggest stat wins, and fun fact files

TB: How are you positioning Top Trumps to stand out in a crowded game category at retail and online?

KG: This is a new era for Top Trumps. We’ve got the strongest licenses, the hottest topics, and the biggest U.S. marketing budget ever. In a crowded games category, we focus on where Top Trumps truly shines — the travel and pop-culture space. We’re championing the joy of getting families away from screens, making us the go-to travel essential for all ages. We’re running targeted marketing in airports to capture travelers, supported by in-store activations across train stations, airports, and key retailers. Online, we’re maximizing reach with licensor-led campaigns on social media that bring our brands to life and drive shoppers directly to retail. Top Trumps delivers fast, fun gameplay in a compact, portable case, and with an MSRP sweet spot of $9.99, we stand out on price, quality, and collectibility.

At the same time, pricing pressure and cost-of-living concerns are shaping buying behavior. Games that land in the sweet spot — especially impulse-friendly options under $10 — are performing exceptionally well. Products that combine value with high-impact, on-trend licenses will turn browsers into buyers. For retailers, key drivers for this Q4 will pair trending brands with accessible price points to capture both volume and margin.

TB: What’s next for Top Trumps?

dive deeper into the

TB: What key drivers should retailers have on their radar for Q4 sales?

KG: The games category is having a standout year, with sales up 39% yearover-year, and we expect that momentum to continue through Q4. A big part of this growth is driven by the kidult trend, with nostalgia and collectibility now firmly in the mainstream. This holiday season, pop-culture favorites like Stitch, Stranger Things, and Wicked are set to lead the charge, creating strong shopper interest across all channels.

KG: 2026 is set to be a landmark year for Top Trumps USA. With the World Cup coming to U.S. soil, we’re kicking off our World Soccer Stars range — perfectly timed to capture the excitement of one of the world’s biggest sporting moments. This is a prime retail opportunity, and we’re helping partners get ahead of the game with a complete line-up of soccer-themed products, including our Top Trumps card game, WHOT!, Goddit, and licensed playing cards. Featuring top players, the range is designed to drive impulse sales and tap into the global buzz throughout the World Cup and beyond. 

Contact: kelly.gunstone@toptrumps.com

Top Trumps Limited Editions: Stranger Things

Top Trumps Specials: Lilo & Stitch All photos: Top Trumps USA

SHARED ADVENTURES/HEATED BATTLES

SPIN MASTER

Rubik’s Pulse Cube

Ages: 8+ | MSRP: $19.99

Solve the cube before the light fades. The speed increases as time runs out, adding urgency to this fast-paced spin on the classic puzzle.

MOOSE GAMES

Cownado | Ages: 6+ | MSRP: $19.99

Available: October 2025

Flick, whack, and spin the storm. Players battle to launch cows from a wild tornado and race to rescue them first in this fast-paced, laugh-out-loud action game.

GOLIATH

The Sims Board Game

Ages: 12+ | MSRP: $19.99

Inspired by the life-simulation franchise, this game brings Sims-style storytelling to the tabletop, encouraging players to build relationships, complete goals, and navigate life’s quirky moments.

Two classics come together in this mashup of UNO and Golf that challenges players to build a 2x3 grid and keep the lowest score by eliminating high-value cards with strategy.

ASMODEE

Happy Mochi

Ages: 8+ MSRP: $19.99

This pattern-build ing game is as adorable as it is engaging and straightforward. Play ers take turns selecting and stacking Japanese mochi tokens to fulfill orders and earn points.

SIMPLYFUN

Mirror Mansion | Ages: 8+ | MSRP: $38

Jewels, mirrors, and geometry collide in this logic and memory game. Players use visual clues to navigate the mansion and solve its shimmering puzzles.

ULTRA PRO

Fanzone Soccer Trivia Ages: 7+ | MSRP: $24.99

Test your soccer knowledge and race against others to be the first person to correctly answer true or false statements.

JOPAT GAMES

Cross Spin | Ages: 8+ | MSRP: $24.99

Crossword fun meets party play. Players solve quick puzzles, spin a new board each round, and race to 25 points in this brainy competition.

HASBRO

Rebounce Ages: 8+ | MSRP: $19.99

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

DOREN TOY CO.

Foros | Ages: 6+ MSRP: $39.99

Players compete to get four pieces in a straight row, up, across, or diagonally — anything goes. With 48 maple game pieces, this game is easy to learn and quick to play.

FIRESIDE GAMES

Please Don’t Burn My Village! Ages: 10+ | MSRP: $24.95

Players manipulate treasure values while collecting items, but only one will outwit the dragon and save their village.

SHARED ADVENTURES/HEATED BATTLES

TOMY

Bluey Screwball Scramble

Ages: 5+ | MSRP: $29.99 | Available: Fall 2025

Bluey is taking on a retro maze game. Players twist, turn, and tilt their way through the kooky course in a frantic race against the clock.

SUPER IMPULSE

World’s Smallest Games

Ages: 6+ | MSRP: $6.99 and up

Big fun comes in a tiny package with miniature versions of Catan, Perfection, Exploding Kittens, Bop It Extreme, and more. Each pint-sized game is fully playable and wildly collectible.

SCHYLLING

Match ‘N Sniff

Ages: 5+ | MSRP: $16.99

Available: Fall 2025

Match scents to recipes in this aromatic memory game.

Players sniff tokens, use Garbage Can Cards for extra challenges and advantages, and collect ingredients to complete three Recipe Cards to win.

THAMES & KOSMOS

EXIT: The Game — Family 2 Escape Adventures Ages: 8+ | MSRP: $31.95

This two-in-one escape game has players work together to crack puzzles and uncover mysteries in two thrilling adventures, all without leaving the table.

MINILAND

Catch the Bug | Ages: 5+ | MSRP: $25

Players use tweezers to flip tiles and match bug pairs in this fast-paced game that builds fine motor skills and visual memory with every catch.

LUKI LAB

Go Nuts, Chipmunks!

Ages: 5+ | MSRP: $29.99

Players race to chomp the most marbles with their chipmunk char acter. The one with the fullest cheeks becomes the ruler of the tree.

SHARED ADVENTURES/HEATED BATTLES

PLAYPER

Party Time Mash-Up! with Elephant & Piggie Ages: 3+ | MSRP: $19.99 | Available: Fall 2025

Flip party cards, dress characters in silly outfits, and answer story prompts in this creativity-driven game inspired by Mo Willems’ beloved book duo.

MAESTRO MEDIA

Hello Kitty: Day at the Park Deluxe Retail Edition | Ages: 8+ MSRP: $59.99

Explore the park as Hello Kitty or a friend. Complete activities, collect items, and enjoy charming surprises in this story-driven game for fans.

JUMBO GROUP

Hitster Latino Ages: 6+ | MSRP: $19.99

Using the free Hitster app and Spotify, the DJ scans a card to play a song, and players guess the release year, artist, and title. The first player to correctly guess 10 wins.

Early Bird | Ages: 7+ | MSRP: $19.99

Play bird food cards quickly and clear your hand before opponents. Nature-themed twists keep each round fast, fun, and full of surprises.

NMR

Star Wars Carbonite Playing Cards Ages: 8+ | MSRP: $10

This collectible card deck features iconic imagery and comes in a carbonite-embossed tin. It’s great for card sharks and Star Wars fans alike.

What Do You Meme? Family Pets Edition Ages: 8+ | MSRP: $16.99

This family-friendly version of the original What Do You Meme? has players match funny pictures of pets with silly captions to see who can create the best meme.

FOUR DECADES OF MYSTERY AND MOVES

University Games Marks a Milestone

by ASHLEY PELLETIER, Associate Editor

Q&A with Bob Moog, Co-Founder, University Games

University Games has been bringing fun to game night since 1985, when it launched Murder Mystery Party to nearly $400,000 in sales. Forty years later, Co-Founder Bob Moog is still leading the company as it celebrates a milestone year.

While mystery games remain a staple in its portfolio, the company keeps things fresh with trend-forward titles and brand acquisitions. We caught up with Moog to discuss a milestone year full of new titles and global anniversary events.

The Toy Book: How does it feel to be celebrating 40 years?

Bob Moog: It's fantastic. We started the company on April Fool's Day, 1985. We thought we'd be doing it for three to five years, and that was it. I was 28 years old, and I thought, ‘Well, this would be a fun thing to do for a couple of years and sort of learn how to run a business.' Here we are 40 years later, and it's a very big feeling of accom

brought to market, the wars that we've survived, and the people that we've met who have been part of our company. So it feels great.

TB: Many founders build a company and step away; you’re still hands-on. Why has it been so important to continue leading University Games?

BM: When we started the company, the reason I wanted to do it was because I had product ideas. I had ideas for games I wanted to make, and University Games was a means to an end. It was a way for me to get my products to market because companies at the time, like Milton Bradley and Parker Brothers, didn't really have any way for me to bring my ideas to them. Here we are 40 years later, and I still have more ideas. I wake up every morning really excited to come to work.

TB: How do acquisitions shape your product assortment, and what growth opportunities lie ahead?

BM: University Games has a growth strategy that we started executing probably five or six years after we started, and that is to expand internationally into more markets and to do acquisitions. Every time we expand into a new market, we're able to bring our games, puzzles, and toys to new people on the planet, and that's really cool.

We're pretty specific about what kinds of companies we want to acquire. They need to be in games and puzzles, science, or something adjacent to that. You wouldn't see University Games doing

action figures, vehicles, or dolls. We want to stay focused.

TB: How are you dealing with the tariff situation in the U.S.?

BM: Our approach is different than most companies. Only about 60% of our revenue is in the U.S., so we have 40% through our international strategy. A lot of our competitors are taking a wait-and-see approach ... [that's] not the Bob Moog way. After 40 years of going through lots of different things, our approach is to take a guess and put the best plan together. We then have plans B and C, if something else happens. Right now, our plan is to assume we're going to have 30% tariffs. I went to China in July and renegotiated our terms and pricing with our major suppliers, and I was very successful. They said I was the first American they had seen this year. Everybody else was staying home.

TB: Is there anything else you would like to share with the industry?

BM: Over 40 years, we've had a great time with the toy industry. We are having celebrations nearly every month, and Smokey Robinson played our anniversary party — that was really fun. We're having celebrations in England, New York, Australia, China, and the U.S. We feel that in our 40 years, we've had a great time, but we've also contributed a lot to the industry and our communities. That's important. Even if it's only your 10th year, or your 25th, or 50th, celebrate it. These are big accomplishments. 

Source: University Games

MARKETING TO THE ADULT COLLECTOR

Don’t call them ‘kidults’ — they’ve been here for years.

by ZACH OAT, Marketing

Professional,

Author, Wild Toys

In 2024, when adults surpassed every other age group in money spent on toys, the industry finally sat up and took notice. Media coverage leaned into the idea that nostalgia in uncertain times fueled growth in this segment, and “kidult” — a mainstream buzzword since a widely shared CNBC feature in 2022 — was heavily tossed around. As a grown man — and marketer — who started collecting action figures in college, I can tell you that:

A. This is not a new phenomenon.

B. Nostalgia is not the only reason that adults are buying toys.

C. Calling someone a “kidult” implies that they are acting like kids, when that couldn’t be further from the truth.

BEYOND THE BUZZWORD

Granted, there are worse names than “kidult.” For instance, “man-child” was — and still is, thanks to Sabrina Carpenter — used for a wide range of immature males. While males once comprised the lion’s share of adult enthusiasts — “kidults” ages 18 and up are nearly 50/50 now, per August Circana data — are toy buyers acting immaturely? After all, they aren’t asking their parents for toys; they’re taking charge of their finances and choosing to spend their own money on collectibles.

And are collectible toys really made for kids? The world exploded when controversial toys for Alien (Kenner, 1979), A Nightmare on Elm Street’s Freddy Krueger (Matchbox, 1989), and Breaking Bad (Mezco, 2014) hit retail. But nowadays, products based on R-rated and

TV-MA projects are commonplace, and even the most merch-driven movies are rated PG-13. Families go to the movies, and parents want the merch. While some of these kids still play with action figures, I’ll bet you dollars to doughnuts that their parents play with them, too.

CONNECTING WITH THE COMMUNITY

So how do you reach these adult collectors? You meet them where they are:

• Print advertising: Only a few consumer-facing toy publications exist — The Pop Insider, a sister publication of The Toy Book, is one example — and each targets a specific type of collector. But why not target other types of consumers? Tech magazines, movie magazines, and comic books are great options.

Toy buyers need disposable income to support their hobby. If they’re reading magazines — and can afford comic books — they’re probably in your demographic.

• Toy photographers: Great photography is one of the best ways to sell your products, but why stop at one photographer? Toy photography is a popular hobby on Instagram. If you can get your products into the right hands — those with the most followers — user-generated content can spread the word.

The best photographers spotlight your toys’ detail and poseability, two major factors for buyers.

• Toy conventions: Comic-Con International: San Diego and New York Comic Con are the heavyweights, but smaller shows like Power-Con are growing. Find the right one, and you can win

over a new group of collectors. Offering an event-exclusive product is even better.

You may be alongside smaller companies and vintage toy dealers, but good toys are good toys — and the same collectors shopping those booths will likely be interested in yours.

• Photo-heavy social platforms: Toys are a visual medium, so beef up your presence on platforms like Instagram and TikTok, where thousands of toy collectors, reviewers, and hunters are active. If they see you have a channel, they’ll follow to keep up with the news, and they just might see something they like.

PASSION AND SPENDING POWER

The best toys are comparatively affordable works of art. When adults buy toys, they curate personal museums with pieces that inspire creativity or simply look cool on a shelf. That’s not kid behavior — it’s a form of identity, connection, and ownership. The “kidult” movement isn’t about adults acting like kids; it’s about marketers catching up to passionate fans with taste, agency, and the spending power to back it. 

Top photo: Diamond Select Toys

Zach Oat is a marketing professional in the toy industry. He is a former editor of ToyFare magazine, and recently served as Marketing Supervisor at Diamond Select Toys. He has been known to shoot toys himself and recently published a book of photos, Wild Toys.

YOU’RE NEVER TOO OLD TO PLAY

MCFARLANE TOYS

Peacemaker: The Series (Deluxe Theatrical Edition)

Action Figure | Ages: 17+

MSRP: $34.99

Available: November 2025

This highly detailed 7-inch figure from Peacemaker: The Series features 22 points of move ment and comes with interchangeable parts, weapon accessories, and Eagly.

MONDO

M3GAN 1:6

Scale Figure

Ages: 16+ MSRP: $215

This detailed M3GAN figure features rooted hair, a fabric outfit, swappable hands, and multiple head portraits.

THE LEGO GROUP

LEGO Game Boy

Ages: 18+ | MSRP: $59.99

Relive the golden age of handheld gaming with this near-life-size Game Boy replica. The 421-piece set includes swappable brick-built cartridges and lenticular screens for The

MONOGRAM

Evil Queen Figural Bank

Ages: 4+ | MSRP: $24.99

Available: Fall 2025

The Evil Queen from Snow White is ready to collect fans’ money in this 9-inchtall figural bank.

YOU’RE NEVER TOO OLD TO PLAY

MATTEL

SMART TOYS AND GAMES

IQ Deluxe Puzzles Ages: 14+ | MSRP: $19.99

This collection of puzzles challenges the mind with four games in one set, including Circle, Square, Hexagon, and Pentagon. It comes with a hardcover book with solutions.

Disney Once Upon a Whimsy Collection Tiana Doll Ages: 18+ | MSRP: $75

Tiana dazzles in a lily pad-inspired gown with art deco flair, sculpted hair, and elegant accessories. This 11.5-inch articulated doll arrives in display-ready packaging with scenic artwork and a certificate of authenticity.

INNOV8 CREATIVE ACADEMY

Kreepy Baraz | Ages: 6+ | MSRP: $9.99

These six rogue capybaras escaped a colossal prison mix-up and are stirring up chaos with their wild personalities. Each soft, squishy plush comes with a dossier card detailing mischievous pastimes, sidekicks, and a signature weapon.

MOOSE TOYS

FANDROP | Ages: 4+

MSRP: $19.99

This line of diorama-style collectibles features iconic

up to 200 fps. The rotating Gatling design holds 1,800 glow-in-the-dark rounds for nonstop outdoor action from day to night.

HASBRO

G.I. Joe Classified Series Cobra Desert Scorpion & SKRP10N-25 | Ages: 4+ | MSRP: $46.99

Available: December 1, 2025

This desertthemed figure brings the heat with 12 accessories, a softgoods cape, and a fully articulated scorpion pet. SKRP10N-25 features massive pincers and a poseable tail for venomous attack displays.

BUILDING & EXPLORING

CONNETIX

CONNETIX PRO: 70-Piece PRO Constructor Set

Ages: 8+ | MSRP: $99.99

This set features Connetix’s Smart-Spin technology, enabling magnets to rotate 360 degrees within the tile so that it clicks into place. Advanced builders can make intricate designs with the smaller tiles and create cool builds with six refined colors.

THE LEGO GROUP

LEGO City Helicopter, Fire Truck, & Submarine Remix

Ages: 7+ | MSRP: $59.99

Young builders can assemble a sturdy helicopter, a big truck, and a powerful submarine. Then, they can mix and match the parts to create a unique mode of transportation. Includes three minifigures.

BLUE MARBLE

National Geographic Pirate Adventure Kit

Ages: 8+ | MSRP: $19.99

Available: Fall 2025

Young explorers can don a pirate hat, scan the horizon with a spyglass, and chart their own treasure maps during imaginative high-seas adventures.

MAGNA-TILES

Police Station 35-Piece Set

Ages: 3+ | MSRP: $59.99

Lights flash and sirens wail as kids race to the rescue. This magnetic set includes a pullback chassis, the new Light & Sound Tile, and mix-and-match figures for crime-fighting adventures.

Source: Connetix

MOOSE TOYS

Tile Town Recycling Truck | Ages: 3+ | MSRP: $29.99

JAZWARES

BLDR Squishmallows Squish Tour Van Ages: 8+ | MSRP: $59.99

Kids can build the ultimate Squishmallows road trip. Assem ble the tour van and char acters, then roll out for adventures with fan-fa vorite friends inspired by the popular plush brand.

STIX + BRIX

Ice Castle

Ages: 5+ | MSRP: $40

Build a majestic, icy kingdom using clear interlocking panels, paint, and crystal embellishments. This all-in-one kit inspires creative construction and fairy tale play.

ALPHA GROUP

Wise Block Off-Road Stunt Racer

Ages: 8+ | MSRP: $44.99

Kids can build a remote-controlled rescue vehicle using 498 interlocking blocks. This STEAM-accredited kit features a motor, detailed instructions, and high-octane action.

TYTAN TILES

Official Disney Junior Mickey Mouse Jumbo Train Magnetic Tile Set — 112-Piece

Ages: 3+ | MSRP: $89.99

This set includes 74 magnetic tiles, 32 cubes, three wheeled base vehicles, and reusable sticker sheets. The magic of Disney awaits young builders to get playing.

KLUTZ

Super Mini Market

Ages: 8+ | MSRP: $12.99

Punch out pages to build 100 tiny, silly grocery items and stock miniature shelves. This palm-sized playset delivers big creativity in a small package.

ADORABLE, FASHIONABLE, & ADVENTUROUS

MGA ENTERTAINMENT

L.O.L. Surprise! Eye Spy Series Ages: 4+ | MSRP: $5.99-27.99

Kids can crack codes, solve clues, unlock secrets and more with this series, which includes L.O.L. Surprise! Tots, Baby Sisters, Pets, and OMG dolls.

BASIC FUN!

Littlest Pet Shop Sweet & Stylish Collection Ages: 4+ | MSRP: $10.99

Each set includes one Littlest Pet Shop figure, such as a Siamese cat, Dachshund, Dalmatian, and Rag doll, and nine accessories. There are four styles to collect, and the packaging doubles as a cafe play area and storage.

GOLIATH

Berenguer Boutique Folding Stroller — Neutral Tones Ages: 2+ | MSRP: $16.99

This grey-and-white striped stroller features a doll strap and embroidered icons.

Suite Space All-in-One Bedroom | Ages: 6+ MSRP: $19.99 | Available: October 2025

Kids can design and decorate individual rooms in the modular playset with building pieces like walls, wallpaper, closets, decor, accessories, magic reveals, and more.

PLAYMATES TOYS

Winx Club Fairy Doll | Ages: 4+ | MSRP: $17.99

This collection features six 10.5-inch dolls inspired by the new Winx Club. Each one features sparkly fairy wings and outfits.

JAZWARES

Squish-a-longs x Hello Kitty and Friends — Series 1 Ages: 6+ | MSRP: $9.99 | Available: Fall 2025

ZURU

Mini Brands Fashion | Ages: 3+ | MSRP: $9.99

These mystery capsules include mini handbags with working clasps, shoes, backpacks, and other mini fashion accessories.

JAKKS PACIFIC

Disney ily 4EVER Deluxe Fashion Dolls | Ages: 6+

MSRP: $29.99 | Fall 2025

These fashion dolls are inspired by The Night mare Before Christmas (pictured), Maleficent Hocus Pocus characters. They include more than 10 accessories, extra outfits, and a collectible Mickey Mouse-shaped ring for kids to wear.

Little ones can grow their Squishmallows Squad with these 1-inch collectible figures of Hello Kitty, Kuromi, Cinnamoroll, and more.

MATTEL

Barbie Dream Besties Skate Party Doll Assortment and Accessories | Ages: 4+

MSRP: $19.99

Available: Fall 2025

Each doll, including Barbie “Malibu,” Barbie “Brooklyn,” Teresa, and Renee, comes with roller skates and themed accessories.

MADAME ALEXANDER

Poshy Baby | Ages: 1+ | MSRP: $45.95

There are five 12-inch baby dolls to collect, each with large eyes, a distinct personality and fashionable mix-andmatch accessories like pearls and handbags.

ADORABLE, FASHIONABLE, & ADVENTUROUS

HASBRO

Play-Doh Barbie

Designer Doll Assortment | Ages: 5+

MSRP: $19.99

Kids can dress their Barbie dolls in custom looks using the included Play-Doh compound and pattern tools, such as a fringe roller, hair extension mold, ruffle maker, and more.

JUST PLAY

Disney Doorables Adoorbs Dolls Series 2 Ages: 5+ | MSRP: $14.99 | Available: October 2025

ZURU

5 Surprise My Mini Baby Series 2 | Ages: 3+

MSRP: $12.99

There are 15 mini baby figures and matching playsets to unbox in Series 2.

This collection includes nine 5.5-inch dolls inspired by Disney, Pixar, and Star Wars. Kids can unbox a doll dressed for a sparkly dance, roller-skate party, or an epic galactic gala.

SUNNY DAYS ENTERTAINMENT

Woof & Co. 15-Inch Fashion Dolls with Removable Outfit & Accessories | Ages: 3+ | MSRP: $24.99

These 15-inch, poseable plush pups each have their own personality and come with a removable outfit. Kids can choose from Finley, Willow, Piper, Briana (pictured), Lily, and Skyler.

SPIN MASTER

Unicorn Academy Starglow Fountain & Stable Playset Ages: 4+ | MSRP: $59.99 | Available: Fall 2025

This stable expands more than 3 feet wide and includes an exclusive 5-inch Wildstar figure and 24 accessories.

JAZWARES

Mermicorno Octokyo Playset Ages: 5+ | MSRP: $19.99 | Available: Fall 2025

This underwater-themed playset, inspired by Tokidoki’s Mermicorno: Starfall series, includes two Mermicorno figures, three accessories, and two movable, spinning features.

CUTE, CUDDLY, & COLLECTIBLE

BASIC FUN!

Care Bears Cozy Plush Assortment Ages: 4+ | MSRP: $15.99

This collection of 14-inch plush Care Bears includes Cheer Bear, Grumpy Bear, Share Bear, Stormy Heart Bear (pictured). Bedtime Bear, and Togetherness Bear. They have new belly badges and are made from sustainable materials.

MOOSE TOYS

ScruffaLuvs | Ages: 2+ | MSRP: $19.99

Kids must wash, dry, and groom these matted pink or blue plush toys to determine if they rescued a puppy, kitty, or bunny. Each one comes with a comb, clip, name tag, collar, and pet carrier.

Wizard of Oz BumBumz | Ages: 3+ MSRP: $4.99 | Available: Fall 2025

Kids can collect soft, plush BumBumz versions of The Wizard of Oz’s Tin Man, Cowardly Lion, Emerald City, Glinda Crown, Wizard Hat, and Rubber Slipper.

HASBRO

Furby DJ Furby Rainbow Ages: 6+ | MSRP: $69.99

DJ Furby is a long, multicolored electronic plush that has five modes and more than 1,000

CUTE, CUDDLY, & COLLECTIBLE

FUNRISE

Furlings Furlittles (Gryffin and Arlo) Ages: 3+ | MSRP: $19.99

Both Furlittles have soft plush bodies, wrap-around tails, and more than 50 expressions, sounds, and reactions.

JAKKS PACIFIC

FISHER-PRICE

Barney’s World Sensory Barney Ages: 2+ | MSRP: $19.43

This plush version of Barney features different textures and patterns for a fun sensory experience.

RELATABLE

Lil Cheers Capybara Ages: 0+ | MSRP: $9.99

Available: October 2025

This crochet-like Capybara plush holds an inspiring writ ten message in its tiny hands.

Baby Paws Cocker Spaniel

Ages: 18 MOS+ | MSRP $16.99

This plush dog’s movements and sounds mimic a Cocker Spaniel puppy. Kids can wrap the puppy, provide a pacifier, and swaddle it.

Disney Princess Style Collection — My Pampered Pup Ages: 3+ | MSRP: $34.99 | Available: Fall 2025

Kids can listen to the plush pup bark, coo, and snore while they treat it to a spa day with a pretend mask, chair, robe, nail polish, hairbrush, hair trimmer, and more.

WALRUS

Pillow People | Ages: 1+ | MSRP: $39.99

Snuggle and play with these retro rectangular plush; each one depicts a different character.

TOMY

Nuiguru Knit Hovering Kirby Large Plush | Ages: 3+

MSRP: $39.99

Available: Fall 2025

Inspired by the Japanese art of crochet and knit stuffed toys, this plush version of Nintendo’s Kirby rests in his hovering pose.

CUTE, CUDDLY, & COLLECTIBLE

BENE WORLD TOYS

Brave Tails | Ages: 3+

MSRP: $24.99

This 2-pack includes a plush elephant, a plush lion, and the storybook Brave Tails, which encour ages readers to be brave. The plush animals’ tails connect with magnets.

HASBRO

JAZWARES

Squishmallows 12-inch Delmar — Cow Burger | Ages: 3+ MSRP: $14.99

Available: Fall 2025

Delmar, a new Squishmallows plush, looks like a cow and a hamburger combined.

PMI KIDS’ WORLD

Fuggler Farting Figures

Ages: 6+ | MSRP: $6.97

Available: Fall 2025

Four new motion-activated Fugglers will fart when kids get too close.

YOONIQUE

Pluzzles Sea Assortment

Nano-mals Interactive Pets | Ages: 5+ | MSRP: $19.99

Kids must fidget with the mini pet to discover its needs and fill its heart meter. The pets have more than 70 lights, sounds, and reactions.

SUPER IMPULSE

World’s Smallest Plush | Ages: 6+ | MSRP: $7.99-14.99

Families can collect mini plush versions of licensed characters like Snoopy, Peppa Pig, and My Little Pony, and functional versions of Tickle Me Elmo and Furby.

Ages: 3+ | MSRP: $5 and up

An axolotl, turtle, lobster, narwhal, rainbow fish, and

SPIN MASTER

GUND Animated Peeki the Puppy | Ages: 0+ | MSRP: $39.99

Available: Fall 2025

This plush pup plays peek-aboo with his ears and sings a peeka-book song.

HDIVERSIFY TO THRIVE

Reducing Supply Chain Risks

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

eightened geopolitical tension, shipping volatility, and tighter ESG regulation are pushing brands to rethink their sourcing strategies. While it is impossible to predict the future, companies must be strategic. Horizon scanning and reflecting on the root cause of recent disruptive episodes help companies reduce risk.

Companies that were able to convert the disruptions of COVID-19 into a catalyst for diversifying their supply chains geographically were more resilient to the disruptions faced by many with the onset of U.S. tariffs. These companies have also used disruptors to strategically service individual consumer markets and identify nearshoring opportunities.

Diversifying production locations helps businesses reduce risks, capitalize on different countries’ unique capabilities, produce shorter lead times, enhance manufacturing flexibility, and improve logistics with faster delivery and savings on shipping costs.

DE-RISKING DIVERSIFICATION

The nature of disruption requires quick action — and supply chain disruptions are no exception. When onboarding substitute suppliers, companies expose

themselves to great risk by cutting corners in the due diligence process. Working with the right partners can alleviate this.

With more than 20 years of experience in responsible sourcing for toys, the Ethical Supply Chain Program (ESCP) is now deployed across many sectors with certified and assessed facilities in more than 50 countries. So far, this year’s data shows an increase in the number of suppliers joining the program in developing manufacturing regions, with a 10% increase in Vietnam and 28% in Indonesia.

Through partnerships with The Toy Association and other organizations worldwide, the ESCP has extended the program’s benefits to many more companies. This includes access to the Connect Platform, the ESCP Worker Helpline, which features an effective grievance mechanism, and the expert support required to ensure a new supplier’s compliance with global regulatory requirements and industry standards.

STREAMLINING THE PROCESS

Many businesses are guilty of gathering data without the ability to analyze it or understand the follow-up action. The Connect Platform houses supply chain

data and identifies the root causes of issues to support long-term capability building. Companies can onboard new suppliers quickly and confidently, as an ESCP Certified supplier has no outstanding social or EHS non-compliances.

ESCP’s Connect Platform also houses Marketplace, a function that enables buyers and suppliers to exchange sourcing requirements and capabilities efficiently. Buyers can share their order requirements directly with all the certified facilities in the ESCP community, streamlining the qualification and onboarding process. Consider it your “little black book” of ethical, quality suppliers that are ready for business.

To learn more about how the ESCP can support your business, contact membership@ethicalsupplychain.org to book a call with our team. 

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

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

CREATIVE CORNER

MOOSE TOYS

Gui Gui | Ages: 6+ | MSRP: $9.99-19.99

Inspired by beloved beauty brands, this elevated, collectible slime features layered unboxing, unique textures, accessories, and delicious scents.

PLAYMONSTER

Loopdedoo

Ages: 8+ | MSRP: $29.99

With a spinning loom and travel-ready design, tweens can create unique pieces by changing the thickness, looping style, thread quality, and color combinations with this bracelet maker.

BLUE MARBLE

Tie-Dye Dotz | Ages: 5+ | MSRP: $14.99

Experience a simple way of tie-dying apparel and accessories by placing a Tie-Dye Dotz on a desired item and adding water.

SCHYLLING

S’NOODLES

Ages: 4+ | MSRP: $9.99

Kids can engage in mess-free crafting by dampening, dabbing, and sticking the brightly colored S’NOODLES together to make colorful creations.

CREATIVE CORNER

HORIZON GROUP USA

STMT D.I.Y.

Simply Charming Jewelry

Ages: 8+ | MSRP: $14.99

Tween and teen jewelry makers can create trendy accessories with 100 beads in vibrant colors and metallics, 15 interchangeable charms, elastic cording, and stylish gold chains.

HASBRO

Play-Doh Super Slice Cake Playset

Ages: 3+ | MSRP: $29.99

Little bakers can create pretend treats out of 11 diferent Play-Doh compounds. The playset has a play oven, built-in frosting roller and cutters, molds, tools, and more.

GOLIATH

Tasty Tinies Petite Bakery Playset Ages: 6+ | MSRP: $39.99

This bake shop features all the tools, ingredients, and accessories little bakers need to bake and decorate miniature cakes and cookies.

KLUTZ

Color & Shrink Charms: Kawaii Style

Ages: 8+ | MSRP: $22.99

Crafters can color and create unique kawaii-themed shrink charms with more than 65 punch-out designs, coloring supplies, accessories, and more.

NMR

Aquarius Snoopy Cross Stitch Kit

Ages: 8+ | MSRP: $10

Fans of the Peanuts crew can create a cross-stitch masterpiece featuring Snoopy and Woodstock. The kit includes two needles, a pattern, colored threads, a cloth, and a bamboo ring.

Easy Bake Ultimate Oven

Ages: 8+ | MSRP: $44.97 | Available: Fall 2025

The Easy Bake Oven returns with a modern-retro look, a light-up rainbow confetti pattern, and a built-in timer for new generations. The set includes an oven, a pan, and a tool. Baking mixes sold separately.

CREATIVE CORNER

HONEYSTICKS

Honeysticks Finger Paint

Ages: 1+ | MSRP: $29.95

With this family-friendly pack, young artists can create vibrant artworks with six nontoxic finger paints in fun beehive-shaped pots.

CHOON’S DESIGN

Rainbow Loom 360 Freestyle

Ages: 8+ | MSRP: $29.99

With a loom featuring movable pegs, crafters can create fully customized and unique designs by inserting pegs into the base to lay out

SPIN MASTER

Cool Maker Stack’d Heishi

Bracelet Studio

Ages: 7+ | MSRP: $19.99

LEGO Coloring Sticky Notes with LEGO Gel Pen Botanicals

Ages: 6+ | MSRP: $17.99

Available: Fall 2025

Artists and notetakers can customize their creations with a LEGO Gel Pen and a sticky note set with nine 25-sheet pads featuring different designs.

Jixelz Remix Stranger Things

250-Piece Pixel Art Set Assortment

Ages: 8+ | MSRP: $8.99 | Available: Fall 2025

With the easy-to-follow template, fans of Netflix’s Stranger Things can assemble, build, and display a 250-piece micro puzzle featuring their favorite characters.

INCREDIBLE PLAY

Hydro Dipper Clipperz

Ages: 6+ | MSRP: $9.99-19.99

Crafters can create a bear that reflects their personality using fluid acrylic pouring techniques. Then, they can mix and match different paint colors and add clips to their creations to make unique keychains.

THAMES & KOSMOS

Create stylish accessories with this all-in-one bracelet studio. The kit has everything needed to easily make 15 bracelets, including more than 1200 colorful heishi beads, 10 feature beads, a beading pen, and more.

Wow in the World:

100 Experiments That WOW!

Ages: 6+ | MSRP: $39.95

Available: Fall 2025

With 100 sciencebased experiments and more than 60 tools, kids can learn about the natural world through various essential topics, such as chemistry, physics, biology, and earth science.

CREATIVE CORNER

HASBRO

Play-Doh Tales of The Teenage Mutant Ninja Turtles

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

Serve pizza to the Teenage Mutant Ninja Turtles with a playset featuring three Play-Doh compounds, a play oven, a Michelangelo fgure, molds, tools, and more.

TREE TOWN TOYS

Art Café Latte-Inspired Painting Set

Ages: 8+

MSRP: $15.99

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

HEY BUDDY HEY PAL

The Glow in the Dark DinoMazing Egg Decorator Ages: 3+ | MSRP: $24.99

Available: October 2025

Kids decorate glow-in-thedark eggs as the machine spins them, then crack them open to discover a hidden surprise collectible dinosaur. Includes colorful markers and plastic eggs for creative fun.

Kinetic Sand SquishPizza Ages: 5+ | MSRP: $19.99

With a pound of Kinetic Sand in four colors, little chefs can mold topping shapes, then squish down their creations to watch them rise like a real pizza.

CRA!Z!ART

Shimmer ‘n Sparkle

Bead and Weave Bracelet Studio

Ages: 8+ | MSRP: $24.99

Available: Fall 2025

MINDWARE

Run the Runway Ages: 8+ MSRP: $49.95

Aspiring designers can create fashion-forward looks with a set that includes more than 450 fabrics, a versatile sketchbook, easy-to-follow dress patterns, and essential design tools.

Tweens can design and create dazzling accessories with a jewelry-making kit that makes stylish, custom-beaded bracelets using the unique 2-in-1 double bead design.

SHOULD YOU PROTECT YOUR IP OUTSIDE OF THE U.S.?

Why You May Want to Consider Going Global

by STEPHANIE POTTICK, ESQ., Pottick

Law PC & Protect for Success

As a toy company or brand owner, your intellectual properties (IP) — your names, logos, characters, product designs, and packaging — are some of your most valuable assets.

Protecting your IP is essential: There’s copyright for illustrations, logos, designs, and more; patents for unique innovations and designs; and, of course, trademarks to protect your brand name, logo, and more.

I often get asked: “Where should I be protecting my brand?” As usual, the answer is “it depends on your situation,” but here are some key considerations to help you figure it out.

1. First, consider where you will sell or license products (or services, for location-based entertainment). Protection in those countries is top priority.

2. Next, think about where else you should consider IP protection. The answer: Everywhere you intend to sell or license your IP, and sometimes where products are manufactured.

• Tip: Did you know that if you manufacture products in China, if someone gets a trademark for your IP before you do, they can use that

registration to potentially block your products from leaving the country?

It’s true! China has a “first to file” system for trademarks. Whoever files first, wins.

3. How do you decide what to do where? A lot depends on your budget. Worldwide IP protection can get expensive very quickly, and you may not want (or be able) to “do all the things” everywhere. That’s why it is so important to work with experienced professionals to help you strategize what steps to take, including when and where to take them. Each company has a unique vision and needs a strategy tailored to that situation.

More points to keep in mind:

• Trademark, copyright, and patent laws and protections are country-specific, and different rules apply.

• If someone protects IP before you do in a given country (see: China), you may have difficulty doing anything about it. Taking legal action to regain your rights is expensive, and results are not guaranteed.

Unfortunately, knockoffs are increasingly prevalent with more accessible

manufacturing (think 3D printers) and instant insight into new, successful brands available via social media (think Labubu). So, if you don’t take steps to protect your IP, it will be that much harder. Don’t wait for your success. Being forward-thinking can save you time, money, and peace of mind.

Your global IP domination journey begins with the first step — what will yours be? Stay safe and stay legal! 

* Disclaimer: This article is for informational purposes only and not intended as legal advice. Don’t rely on anything without doing your due diligence first.

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

LET’S PLAY OUTSIDE

ZURU

XSHOT Pro Motorized Piston Pump AEB

Ages: 14+ | $79.99

Players can fire shots at speeds up to 160 feet per second with XSHOT’s most advanced blaster yet. This motorized, pro-level automatic electronic blaster (AEB) features a roller scar barrel for improved accuracy, power, and elite performance.

GOLDEN BEAR TOYS

Counter Ball

Ages: 6+ | MSRP: $25

Available: Fall 2025

Kids can keep track of the number of times they’ve hit this ball with the internal counter. The more kids keep the ball off the ground with their feet, legs, knees, chest, and shoulders, the counter goes up.

SUNNY DAYS ENTERTAINMENT

Fisher-Price Water Table | Ages: 18 MOS+

MSRP: $99.99 | Available: November 2025

Toddlers can splash and play in this water table, which features different accessories that kids can use to explore cause and effect with water.

ZIPSTRING

Aracna | Ages: 4+ MSRP: $39.99

Kids can strap this classic webshooter to their wrist and launch a string into the air. When kids are done playing, the string retracts back into the shooter.

HASBRO

NERF Super Soaker Power Drench Ages: 8+ | MSRP: $24.99

This pressurized water blaster fills fast using the included easy fill station and hose adapter. Tweens, teens, and adults can blast opponents with powerful pulse bursts for intense backyard water battles.

SUPER IMPULSE

World’s Smallest Major League Soccer Kicker Ages: 6+ | MSRP: $7.99-8.99

With this tabletop set, kids don’t need a yard to practice their soccer skills. It features a small soccer kicker, a ball, and a net that kids can use to play soccer, mini-style.

SOUTH BEACH BUBBLES

Light-Up Water Blasters Two Pack Ages: 3+ | MSRP: $24.99

These light-up water blasters can shoot water up to 25 feet and feature an easy-fill, leak-proof tank.

LITTLE TIKES

Bluey Grannie’s Car Coupe

Ages: 18 MOS+

MSRP: $74.99

Toddlers can drive around in this Cozy Coupe, which is designed to look like the pedal car in the Bluey episode “Grannies.”

INCREDIBLE PLAY

Silent Sports | Ages: 8+

MSRP: $14.99 | Available: Fall 2025

Tweens can keep the volume down during outdoor play with these Silent Sports balls, including a noiseless soccer ball (pictured), basketball, and baseball, and the upcoming Silent Volleyball and Silent Football.

BLUE MARBLE

National Geographic Balance Stepping Stones Ages: 3+ | MSRP: $39.99

These indoor/outdoor stepping stones help kids develop balance, motor skills, and coordination. With non-slip rubber bases and a stackable design, these hard-plastic stones are durable, safe, and portable.

LET’S PLAY OUTSIDE

RAZOR USA

Pocket Mod Lightshow

Ages: 8+

MSRP: $499.99

Tweens can explore the neighborhood in style with this Euro pean-style scooter that features 20 color modes.

A BETTER DESIGN CO.

Dunk Ball | Ages: 4+

MSRP: $24.99

Available: Fall 2025

Basketball meets sprinkler with this combo toy, which connects to any garden hose. The spout at the top of the basket sprays water over the court.

PEG PEREGO

Polaris Mini | Ages: 18 MOS+ | MSRP: $99.99

Kids can keep adventure moving with this miniature Polaris quad, which has a working horn and realistic lights.

JOVA US

Ziffy Electric Wiggle Car with Pedal Ages: 3+ | MSRP: $159.99

This two-speed, light-up ride-on toy comes in multiple colors and offers families 360-degree spins, a Bluetooth speaker for music, and a stable, anti-rollover design for riders up to 170 lbs. It’s powered by a 6-volt 5.5AH rechargeable battery.

P&C TOYS

Ford F-150 Motorized Bubble Push Cart | Ages: 3+

MSRP: $30 | Available: Fall 2025

This pushable bubble cart is designed to look like a Ford F-150 Raptor. As kids push the cart, it sprays bubbles.

FRANKLIN SPORTS

Fun 5 Combo Set | Ages: 8+ | MSRP: $54.99

This all-in-one backyard set includes badminton, volleyball, flip toss, ring toss, and a flying disc, providing endless mix-and-match fun for families to enjoy active outdoor play.

THE LEARNING LAB (STEM & MESH)

SIMPLYFUN

Bank It!

Ages: 8+ | MSRP: $34

Tweens can test their financial skills in a dynamic game where saving money, shopping for bar gains, and learning about interest rewards them with the coolest bike.

MINDWARE

Tightrope

Ages: 6+ | MSRP: $29.95

Players test their bal ance, strategy, and dexter ity by placing marbles on rubber bands that sway and bounce. The player with the fewest marbles wins.

BLUE MARBLE

National Geographic Ancient Egypt Dig Kits

Ages: 4+ | MSRP: $19.99

Available: Fall 2025

Explore the ancient wonders of Egypt with a mini learning poster, an activity booklet, and two dig kits featuring gemstones and replica artifacts.

THE LEARNING LAB (STEM & MESH)

KLUTZ

LEGO Gravity Drop

Ages: 8+ MSRP: $29.99

Kids can assemble a gravity drop tower of LEGO contraptions, like a zip-line starter and a grabber claw, to watch six wood balls race through a maze of twists, turns, ramps, spinners, and more.

ZURU

Hug-A-Lumps (Medium) | Ages: 3+ | MSRP: $17.99

THAMES & KOSMOS

Essential Stem Tools — Rock Tumbler

Ages: 8+ | MSRP: $49.95 Available: Fall 2025

Uncover the secrets of geology with a user-friendly machine that transforms rough stones into polished rocks. The kit includes four polishing grits and natural rock samples, such as tiger’s eye, aventurine, and rose quartz.

MY MOODY MONSTER

My Moody Monster Ages: 2+ MSRP: $49.99

With detachable arms and legs, Moody offers kids a way to release their anger and frustration without harm. The monster is MESH Accredited, which makes it perfect for calm and sensory play experiences.

AURORA WORLD

Aurora Toys Epiphany STEM Labs

Ages: 8+ | MSRP: $15.99

servant player by using tweezers to flip pieces and find the insect pairs that their Bug Catcher wants to eat.

Curious minds can explore a range of toys that blend fun with scientific principles, including technology, engineering, and mathematics. The set sparks “Eureka!” moments with educational experiments and activities.

JUST PLAY

Playskool Flip & Fun Sensory Board

Ages: 1+ | MSRP: $11.99

Available: October 2025

This sensory board features more than nine activities, including textures, tiles, and fidget play, to help strengthen early learning and fine motor skills.

FISHER-PRICE

Wooden Activity Station

Ages: 6 MOS+ | MSRP: $30.23

This wooden board features six engaging development activities for little ones. They can spin gears, flip doors, play with a crinkle panel, and more.

OH BABY! SUNNY DAYS ENTERTAINMENT

Tonka Potty Trainer | Ages: 1+

MSRP: $34.99 | Available: Fall 2025

Kids build independence with this 2-in-1 potty chair that converts into a sturdy step stool, supporting the easy transition from potty training to using the grown-up toilet.

SPIN MASTER

Ms. Rachel Spin Along Learning Wheel

Ages: 1+ | MSRP: $29.99

Practice songs, colors, and animal sounds with Ms. Rachel. This toy, narrated by the YouTube star, supports develop mental milestones as kids turn the wheel and enjoy three play modes.

TOMY

Toomies Bluey Shower

Ages: 18 MOS+

MSRP: $19.99

Little ones can press Bluey down to fill the tub with bubbles, then use the showerhead cup to rinse her off.

IMC TOYS

Cry Babies My First Steps Ages: 18 MOS+ | MSRP: $19.99

Available: Fall 2025

Kids hold Dreamy’s hand, guiding her forward as she walks. With fun accessories and lifelike reactions, she inspires imaginative play.

OH BABY!

SMART TOYS & GAMES

Krumples Bop & Pop

Ages: 6 MOS+

MSRP: $19.99

This sensory toy captures kids’ attention as they grasp, crunch, reach, and pop. Suction cups hold it in place on any smooth surface.

BABYBJÖRN

BabyBjörn Bouncer Bliss

Sand Gray 3D Jersey

Ages: 0+ | MSRP: $259.99

This classic rocker now comes in a timeless beige. The fabric is OEKO-TEX certified, lightweight, and has a spacer construction.

VAVA

GOLDBUG

GoldBug x Allyson Felix Sensory Toy Bar Ages: 0+ | MSRP: $25

This playful toy bar includes a reflection mirror, ring rattle, and push-button activating sounds and lights. Attaches to any stroller or car seat.

Baby Monitor with Split Screen Ages: 0+ | MSRP: $289.99

Caregivers can monitor two rooms or two kids at the same time with this wireless dual-view monitor, perfect for twins or expanding families.

GUND

Bluey Adventure Playset Ages: 0+ | MSRP: $34.99

Available: Fall 2025

This set includes a mini plush, a 7-inch car-shaped carry ing case, a Chatterbox squeaker, and a Floppy Bunny crinkler.

AURORA WORLD

ebba — Baby Talks | Ages: 0+ | MSRP: $32.99

These cuddly plushies offer auditory engagement for little ones, as they chirp, roar, and chatter. Collections include My Fishy Friends, My First Greenhouse, and more.

JAKKS PACIFIC

Disney Darlings Dolls Ages: 2+ | MSRP: $24.99 each Available: Fall 2025

Little ones connect with Disney magic through baby dolls inspired by Minnie Mouse (pictured), Stitch, and more. Each doll has interactive modes, closing eyes, accessories, a plush, and a birth certificate.

ALPHA GROUP

Smart Steps Counting Crab Ages: 1+ | MSRP: $27.99

This playful crab teach es numbers, colors, and coordination through movement-based play. Babies crawl, count, and explore with multiple interactive modes.

PLAYFUL PRESCHOOL

IMC TOYS

Cry Babies Mealtime Mindy

Ages: 18 MOS + | MSRP: $17.99

This interactive doll teaches nurturing through surprise feeding play. Kids give her one of the included food items or a pacifier to hear more than 15 baby sounds and reactions.

JAKKS PACIFIC

Frozen’s Young Sven Care Kit

Ages: 3+ | MSRP: $29.99 | Available: Fall 2025

Kids care for Sven from Disney’s Frozen — Animals of Arendelle: Lost and Found using this vet kit. It comes with a stethoscope, cast, syringe, and additional accessories for imaginative play options.

MAGNA-TILES

Pet Playhouse 50-Piece Set | Ages: 3+ | MSRP: $69.99

Kids build the ultimate pet playhouse with this MAGNA-TILES playset. It includes pets, slides, the Mix-and-Match Animal Caretaker, microMAGS cubes, and other accessories.

SPIN MASTER

PAW Patrol Marshall’s Rapid Reload Fire Truck

Ages: 3+ | MSRP: $59.99

Join Marshall from PAW Patrol in this updated Fire Truck, which features lights, sounds, water projectiles, a rescue ladder, and a mini vehicle. It’s ready for all fire missions.

PLAYPER

Don’t Let the Pigeon Tell the Story! Ages: 3+ | MSRP: $14.99

Kids mix and match cards to create silly stories just like Mo Willems. It features Pigeon, Duckling, the Bus Driver, and more, and comes with a play mat.

TA-DA! LANGUAGE PRODUCTIONS

JAZWARES

Spidey and His Amazing Friends Amazing Flip Spidey Ages: 3+ | MSRP: $39.99

This interactive plush performs 360-degree flips, has web darts, and has lights. It also has more than 50 sounds and phrases from Spidey and His Amazing Friends.

TA-DA! Language Adventure Series — Talking Board Books Ages: 0+ | MSRP: $21.99

This screen-free multi-language book series talks when kids touch it, blending music with play. Each book features native speaker audio, original music, and real-world sound effects.

HONEYSTICKS

Color Mixing Bubble Bath | Ages: 1+ | MSRP: $29.99

Little ones can enjoy bath time with this pack of six vibrant finger paints in beehive-shaped pots, perfect for aquatic artists.

SPIN MASTER

Dance with Me Dora Doll Ages: 3+ | MSRP: $49.99

This 12-inch Dora plush includes interchangeable skirts and kid-wearable barrettes. It also features bilingual songs and phrases, and a collectible card.

JUST PLAY

Disney Jr. Mickey Mouse Deluxe Clubhouse Playset Ages: 3+ | MSRP: $49.99 | Available: October 2025

Hot dog! This Mickey Mouse playset comes with 16 pieces, including three posable figures, plus interactive features and accessories for imaginative play.

PLAYFUL PRESCHOOL

MOOSE TOYS

Bluey Supermarket | Ages: 3+ | MSRP: $49.99

Inspired by Bluey’s “Kids” episode, this playset includes Bluey and Bingo figures, mini groceries, and a kid-powered escalator. It also plays sounds and phrases.

JUST PLAY

Sesame Street Hokey Pokey Elmo

Ages: 18 MOS+ | MSRP: $39.99

Available: October 2025

Preschoolers can dance and sing with Elmo by squeezing his hand to hear the “Hokey Pokey” in English or Spanish, or by pressing his foot for Freeze Dance fun.

THE LEGO GROUP

LEGO Duplo Town 3 in 1 Animals on Wheels Ages: 7+ | MSRP: $59.99

With these adorable LEGO animals on wheels, toddlers can drive their imagination, building early learning and motor skills as they play.

MAGNA-TILES

Dog House 13-Piece Set Ages: 3+ | MSRP: $17.99

This set features microMAGS pieces and decorations, so preschoolers can build a magnetic dog house, making for endless pet-themed fun.

TOMY

PMI KIDS’ WORLD

The Creature Cases Multi-Terrain Motorcycle | Ages: 3+ | MSRP: $14.99

Available: Fall 2025

Based on the Creature Cases animated series, this vehicle features free-rolling wheels, creature-tracking details, and poseable Kit, Casey,

Build-A-Buddy SkidSteer

Ages: 18 MOS+ | MSRP: $14.99

Available: Fall 2025

Kids can build and push around this 13-piece John Deere construction toy. In cludes a working scoop and ratchet tool.

PLAYFUL PRESCHOOL

ENTERTAINMENT

Fisher-Price Soft & Safe Basketball Set Ages: 2+ | MSRP: $34.99 Available: Fall 2025

Shoot and score with this basketball hoop for active toddlers. It features an adjustable backboard and air-filled balls.

THE ORIGINAL TOY CO.

Zoo Train | Ages: 3+ | MSRP: $13.90

Little ones become conductors of a four-car magnetic train with a removable zebra, monkey, and giraffe. The train is compatible with specialty tracks and sets.

JC TOYS

Lil’ Cutesies 8-Inch All-Vinyl Twin Dolls with Rolling Stroller Ages: 2+ | MSRP: $24.99

These expressive twin dolls wear matching outfits, have their own bottles, and ride in a charming pink rolling stroller.

TYTAN TILES

Official Disney Moana Magnetic Tile Set — 30-Piece Ages: 3+ | MSRP: $39.99

This magnetic tile set brings Disney magic to life, encouraging hands-on STEAM learning and imaginative play. It includes Moana-themed sticker sheets for customization.

P&C TOYS

DINO KIDDY 2.4GHz R/C Dinosaur — Chompy The Dino | Ages: 18 MOS+ MSRP: $70 | Available: Fall 2025

This R/C Dino features gesture control, lights, sounds, mist, and feed mode, offering kids an interactive prehistoric play experience. Includes a rock-inspired controller.

KIDZ TOYZ

Bluey Harmonica Ages: 3+ | MSRP: $9.99

Join Bluey and Bingo for musical fun with this electronic harmonica and a kid-friendly songbook. Kids can play the Bluey theme song or create their own tunes.

IMPULSE & NOVELTIES

INCREDIBLE PLAY

Incredible Squishi Toys | Ages: 6+ | MSRP: $6.99

These licensed sensory toys feature notable brands like Oreo, Ring Pop, Sour Patch Kids, ICEE, Swedish Fish, Dippin’ Dots, Peeps, Bazooka, and more. Each one is scented to smell like its inspiration.

SUPER IMPULSE

World’s Smallest Boombox | Ages: 8+ | MSRP: $12.99-$14.99

Take your bite-sized jams on the go with this tiny functioning boombox. Includes a USB memory stick to add your favorite tunes.

LUKI LAB

Spinchaku | Ages: 8+ | MSRP: $9.99

Kids can master fast tricks with these finger-spinning toys. Choose from four different styles: Jade Viper, Stinger (pictured), Red Dragon, and The Emperor.

CRA-Z-ART

Disney Crystal Surprise Series 2

Ages: 3+ | MSRP: $4.99

These dazzling Disney figurines come with small accessories related to each character and a packet of either Cra-Z-Slimy or Cra-Z-Sand. New characters in this series include Mulan, Ariel, Olaf (pictured), and more.

MINDWARE

Foodie Fidgets: Ramen Noodles | Ages: 5+

MSRP: $14.95

This fidget toy is a “treat” for the senses. It comes with squishy, smiley-faced food items, easy-to-hold chopsticks, and different textures for tons of tactile play.

SOUTH BEACH BUBBLES

PoppinColorz

2-Pack Color

Bubble Tubes

Ages: 3+

MSRP: $4.99 each

These non-toxic bubbles burst with vibrant colors without leaving stains behind. Comes with two colors: Pink Pizzaz and Blazin’ Blue.

PMI KIDS’ WORLD

Zzzopa Harlem Globetrotters Edition

Ages: 3+

MSRP: $4.97

Kids can channel their inner basketball player with this fidget ball designed in the Globetrotters’ signature style. Spin it, bounce it, and master cool tricks to wow the crowd.

JADA TOYS

Metalfigs | Ages: 8+ | MSRP: $4.99

Kids can find their favorite movie, TV, and video game characters in collectible figure form. Each figure stands

SAVVI

SpongeBob SquarePants

Tattoo Pouch

Ages: 4+ | MSRP: $7.99

This pouch comes with colorful temporary tattoos of characters like SpongeBob SquarePants, Patrick Star, Squidward Tentacles, Sandy Cheeks, Mr. Krabs, and more. The kit also includes a guide for applying and removing the tattoos.

IMPULSE & NOVELTIES

BASIC FUN!

Micro Teenies Mattel

Assortments | Ages: 4+

MSRP: $3.99

Kids and kids at heart can celebrate Mattel’s 80th anniversary with these tiny plush versions of characters from the toy titan’s roster of popular toys, including Barbie, Monster High, Masters of the Universe, and Hot Wheels.

KANDICO

SquishyVerse Snackipoos 1-Pack

Ages: 5+ | MSRP: $14.99

Kids can create their own squishy characters by mixing the secret ingredients, adding the included glitter, and pouring it all into the mold. After curing it for 40 minutes,

Rubber Ducks

Ages: 4 MOS+

MSRP: $1.59

Available: Fall 2025

Each rubber duck is dressed in classic farmer style and can float, mak ing it fun for water play and bathtime.

GOLIATH

Clickeez 2-Pack

Ages: 6+ | MSRP: $4.99

Fidget toy meets collect ible with these keycap key chains. Available in several themes, one keycap is visible in the package, while the other is a mystery design that kids can find when opening the pack.

TOMY

Super Mario Collector

Rings | Ages: 5+

MSRP: $3.99

Available: Fall 2025

These flexible rings, based on items and characters from the Super Mario series, are available in seven different styles and come in mystery capsules.

JAZWARES

Squishmallows Clips | Ages: 3+ | MSRP: $24.99

With five different styles of Squishmallows to choose from, kids can take their favorite character on the go by clipping it to their bags and backpacks.

WHY PACKAGING MATTERS MOST FOR TOY BRANDS

In the toy department, great packaging is about more than simply holding products on the shelves or on the pegs.

by TED MININNI, President & Creative Director, Design Force

Inc.

In the world of consumer products, packaging is always important. But in the toy industry, it’s critical. More than any other category, toys rely on eye-catching, emotionally charged packaging to drive sales. Walk down any toy aisle, and you’ll see a battlefield of colors, characters, and structural shapes competing for kids’ attention — and parents’ wallets. Packaging is where the battle is won or lost.

PACKAGING IS WHERE PLAY BEGINS

For toys, packaging isn’t just a vessel that contains a product at retail — it’s the first moment of engagement. Like any first impression, it sets the tone. It starts the story. And it becomes part of the play experience. It can even be the core of that experience for some toy brands.

Few brands demonstrate this better than MGA Entertainment’s L.O.L. Surprise! The toy itself is often secondary to the ritual of opening the package. Multiple layers of mystery wrapping, secret compartments, hidden messages, and blind-bag accessories make unboxing the central feature. Kids enjoy the anticipation and the reveal as much as playing with the dolls. The packaging provides the magic and helped turn L.O.L. Surprise! into a billion-dollar brand.

Let’s face it — no one gets excited about opening the box for a phone charger. But kids can’t wait to unwrap the layers of an L.O.L. Surprise! ball. That difference makes toy packaging fundamentally unique. Kids

often aren’t reading the packaging, so it must work without relying on words. That means toy packaging does more heavy lifting than packaging for most other products. It has to communicate story, emotion, function, and brand personality, all in a matter of seconds.

VISUAL APPEAL EQUALS SURVIVAL IN THE TOY AISLES

Toy aisles are visual chaos. Hundreds of SKUs compete to be the loudest, boldest, and most irresistible. In this crowded space, shelf impact is king. Packaging often becomes the sole differentiator between two competing toy brands, especially for younger audiences. If it doesn’t grab attention from six feet away, it’s already lost.

Brands like Barbie understand this well. Look at any Barbie package — even from a distance — and it’s recognizable: pink rules, the doll is clearly visible, and aspirational messaging reinforces the brand mantra, “You Can Be Anything.” Mattel has spent decades fine-tuning Barbie’s packaging to communicate em-

L.O.L. Surprise! Loves

The Powerpuff Girls Tots come in sculpted capsules reflecting the character within.

Source: MGA Entertainment

The Hot Wheels City Downtown Candy Shop taps into the classic color scheme that dominates the die-cast aisle. Source: Mattel

powerment and glamour while remaining approachable for kids and parents.

NERF takes a different — but equally strategic — approach. Bold colors, aggressive typefaces, and action-packed imagery make every blaster feel like a gadget from a futuristic battlefield. Hasbro designed the packaging to shout from the shelf: “This is fun,” “This is powerful,” and “You need this now.”

ONE CLEAR STORY: THE SECRET TO GREAT PACKAGING

Excellent packaging tells a story instantly and without words. Kids want adventure and imagination. Parents want purpose and safety. Toy packaging must deliver all of these with clarity. And unlike other categories, toys are bought on emotion, not based on features alone. Kids want toys connected to their favorite movie, animated series, or video game. Parents want to give their child joy, creativity, nostalgia, and enrichment. Packaging must deliver all those emotional hooks at once.

The LEGO Group is the benchmark here. Every package shows exactly what’s inside, but more importantly, it shows what’s possible. A castle under siege. A spaceship mid-launch. A city block alive with minifigures. LEGO packaging doesn’t sell bricks, it sells worlds. To parents, it signals creativity and cognitive development. To kids, it’s a window into what they’ll build, imagine, and rebuild. It’s more than a simple construction toy.

While other consumer products categories sell on features, benefits, and price, toys sell on dreams. And dreams are sold through the art of great package design.

ONE PACKAGE, TWO AUDIENCES

Toy packaging must appeal to two target audiences: the child who wants it and the adult who buys it. This dual audience creates a rare design challenge—and a powerful marketing opportunity. Kids want fun, color, characters, and excitement. Parents want durability, educational value, price justification, and brand trust. Strong toy package design bridges that gap. It excites kids while reassuring adults in their purchases.

Melissa & Doug excels in this space. Its packaging is clean, often paperboard-based rather than plastic, and its messaging is focused on creativity, safety, and child development. It speaks directly to parents yet remains bright and friendly enough to engage kids.

Compare that with snack foods, where packaging mainly appeals to taste and price, or electronics, where function and specs drive the sale. Toy brands must sell both fantasy and functionality, and the packaging has to deliver both, often in seconds, at a glance in the aisle.

PACKAGING BUILDS MEMORY AND MEANING

Great toy packaging doesn’t just sell once, it creates a mental imprint. Over time, it builds brand equity. Kids grow up recognizing a brand’s color palette, fonts, imagery, and design architecture. That recognition becomes loyalty, which is invaluable in a category where trends change quickly and new competitors constantly emerge.

Fisher-Price’s iconic red and white scalloped logo has remained consistent for decades. It’s friendly, playful, and

unmistakable. To parents, it signals safety and durability. To toddlers, it just feels like fun.

The orange and black of Matchbox; the red and yellow Hot Wheels flame against a blue background. These elements stay in our memory because of their repeated, intentional use in packaging. That consistency builds emotional connections across generations.

PACKAGING IS THE WORKHORSE

No other category demands as much from packaging as toys do. It must grab attention, tell a story, excite a child, reassure a parent, stand out on shelves, and perform online. It’s the first brand touchpoint, the primary marketing tool, and often part of the play experience itself. Toy brands that treat packaging as an afterthought miss the point and miss the sale. The most successful brands treat packaging as a core element of product development, not a final step.

Because in the toy business, if packaging doesn’t sell the dream, even the most innovative products never get the chance to deliver it. 

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.

Melissa & Doug, LEGO Creator, and NERF make bold statements and tell stories with their packaging. | Sources: Spin Master, The LEGO Group, Hasbro

Q1: Robbie Brenner was recently appointed president of which new powerhouse in kids’ entertainment that will produce both TV shows and films?

Q4: What were the names of the original four Bratz dolls that debuted in 2001?

From sticks and stones to AI robots and drones, toys constantly evolve to define and refine play. In the last quarter century, dozens of playful products have shown us new ways to have fun. How many of these history makers can you name?

Q7: Which interactive monkeys took the market by storm in 2017, selling out months before Christmas?

Q2: Which game is hailed as the U.S.’s fastest-growing sport for the last few years?

Q3: Which of these toys or games was introduced in 2000?

Q5: Baby Boomers aren’t the only retirees coming back strong. For a limited time, Crayola brought back eight retired colors. Which of these is not included?

Q8: Aaron Muderick has been bouncing, stretching, snapping, popping, and thinking outside of the box since 1998. What’s his everevolving staple product?

Q9: Bop It, an iconic game in the 1990s, was updated with Bop It Extreme in 1998 and Bop It Extreme 2 in 2002. Which command was not featured on the original?

Q6: Mario Kart World on Nintendo Switch 2 is the first original main series Mario Kart game since Mario Kart 8 in 2014. How many racers does this new version have?

Mattel

Yasmin, Cloe, Jade, and Sasha

POKÉMON 16-INCH BICYCLE (RAND)

With a padded saddle seat, comfort grip handles, and decorative Pokémon graphics, this bicycle makes it easy to coast along your Pokémon journey in style. 

SHELBY (TIGER ELECTRONICS)

One of Furby’s little friends, this interactive plush lives in a shell and can talk with the squeeze of its tummy. If Shelby is asleep or scared, it will close its shell to hide. It can also chat in Furbish, English, and a unique Shelbish language with Furby, other Shelbys, and Furby Babies. 

TALKING LIGHT-UP DRAGON TALES PLUSH (PLAYSKOOL)

These talking plush of Ord, Cassie, Zak, and Wheezie say up to five phrases. When their hands are squeezed, their badges light up and glow to celebrate a special moment. 

BRITNEY SPEARS DOLL (PLAY ALONG TOYS)

This collectible doll of the iconic pop star comes in many different outfits and has accessories like mini versions of her CDs, a microphone headset, and a CD player with attached headphones. 

BETTY SPAGHETTY CLOSETS (OHIO ART CO.)

Betty Spaghetty and her friends, Zoe and Hannah, each come with a closet full of trendy clothes, accessories, and even alternate arms and legs. The packaging has a flap with a Velcro clasp that acts as a door for the closet. 