The Toy Book - October 2023

CELEBRATING THE TOY INDUSTRY’S RETURN TO THE BIG APPLE

THE TOY FAIR ISSUE

Departments

Showcases

52 | Stock This! New for ’24 An early preview of new toys, games, and adjacent products set to hit retail next year.

66 | Stock This! New for Fall ’23 Holiday drivers and other new toys, games, and related products that will arrive on shelves in Q4.

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Industry players share stories about the products that inspired their lives and careers.

Features

40 | The Year of Rebalance Retailers, Manufacturers, and Consumers Adapt to Shrinking Wallets

CEO Laurie Schacht laurie@toybook.com

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

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

Senior Editors Madeleine Buckley madeleine@toybook.com

Ali Mierzejewski ali@toybook.com

Marissa Silva marissa@toybook.com

Associate Editor Nadia Velit nadia@toybook.com

Assistant Editors Samantha Connell samantha@toybook.com

Ashley Pelletier ashley@toybook.com

Social Media Editor Nicole Savas nicole@toybook.com

Editorial Assistants Madison Patterson madison@toybook.com

Kit Schroder kit@toybook.com

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50 | Holiday Hits: Unwrapped The Toy Insider Identifies the Top Toy Trends of 2023

82 | The More Things Change... The Toy Industry Responds to Evolving Challenges

84 | Frightful Fun Toys, Games, & Costumes That Families Will Scream For

94 | Playing in a Winter Wonderland

A Look at this Season’s Festive Toys & Games

100 | Hasbro Celebrates 100 Years of Play

The Toy and Game Industry Icon Hits a Milestone

114 | Inventing the Fun Celebrating Toy of the Year Award-Winning Inventors

News Writer Bug Hartsock Interns Taylor Battle Maggie Dougherty Val Kluge

Art Director Joe Ibraham joe@toybook.com

Junior Designer Elena Sorce elena@toybook.com

Business Operations Manager Bill Reese bill@toybook.com

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

Sr. Sales & Marketing Executive Stephanie Infantino stephanie@toybook.com

Sales & Marketing Executive Thomas Stephen Jr. thomas@toybook.com

226 | Vehicles & R/C

Controller/Office Manager Lori Rubin lrubin@adventurepub.com

Send address changes to: Toy Book, c/o Adventure Media & Events, 307 Seventh Ave., Room 501, New York, NY 10001 or e-mail bill@toybook.com. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of the management of The Toy Book.

Cover photo: Mitchel Wu Toy Photography | Products: Kong of Skull Island 7-inch Figure (Mezco), Air Stunt Show Phoenix Biplane (Playmobil), and World’s Smallest Totally Hair Barbie (Super Impulse)

From left: Star Wars Retro Collection Chopper (Hasbro); Gobo Fraggle (Boss Fight Studio); Hot Wheels RacerVerse Spider-Man (Mattel); Cry Babies Crawling (IMC Toys); MINTiD Dog-E (WowWee)

EMPIRE STATE OF MIND

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It’s been more than three and a half years, but finally, Toy Fair is back in action in the Big Apple. For the first time ever, the biggest toy show in North America is happening in the fall, “reimagined” on a new timeline with new categories. The move from February to September may defy the laws of tradition by planting a flag on an unusual — and contentious — space on the toy industry Monopoly board.

For years, many of the biggest voices in the business have questioned just how many major trade shows are needed around the world. Hong Kong, London, and Nuremberg loom large with major events that previously led into Toy Fair as the grand finale of “trade show season.” Now, the “season” is a year-round affair that’s ripe for reinvention and what’s right for some may not work for others. The biggest example of a differing outlook is the rising prominence of the Los Angeles preview weeks in April and September, dubbed by many as “LA Toy Fair” despite no formal organization under a governing body. As the defacto historians of the North American toy industry since 1984, The Toy Book team cannot ignore that the business is evolving, and due to the new timing, some members of our extended family will leave their seats at the table empty in NYC this week.

THE TOY BOOK EVOLUTION

The shift in timing reshapes things, including this very magazine. Our 2023 “Toy Fair Issue” is essentially a second volume of our annual BIG Toy Book. We’ve packed these pages with the in-depth category coverage that readers demand in the February issue paired with the holiday drivers and an early look at next year that we’d previously shared in our “Fall Toy Preview” editions.

We’re celebrating our toy industry family by opening the scrapbook on page 42 to take a look at the toys and games that inspire them. The throwbacks continue on page 132 where Chris Byrne checks in with “Tales of Toy Fairs” past. Our Flashback column on page 242 digs into The Toy Book archives for a look at five products (one of them infamous!) that hit the market back in 1993.

While the industry may disagree on certain things, one thing we can all agree on is that it’s time for some excitement, and on page 50, Marissa Silva, CoEditor-in-Chief of our consumer-facing sister publication The Toy Insider, unwraps some of the biggest toy trends for the holiday season. Carrying on the festive vibes, Senior Editor Madeleine Buckley presents a curated collection of holiday-inspired toys and games on page 94, but if spooky is your thing, we’ve got you covered

with Halloween treats on page 84. On page 100, Associate Editor Nadia Velit explores a century of Hasbro and what’s next for the company behind Transformers, NERF, My Little Pony, and more.

This year has been one of “rebalance” (check out what Circana’s Juli Lennett says about that on page 40) and evolution, and speaking of that, have you visited toybook.com lately? We have a whole new website, rebuilt from the ground up with new features and product showcases that we think you’ll love!

As this issue lands, we’re already working on our STEM & Innovation Issue (out Dec. 15) and the kickoff to The Toy Book’s 40th volume in 2024.

In the meantime, come visit our team from Adventure Media & Events at Toy Fair in booth Nos. 1688-1689. We’re looking forward to seeing all of you! 

James Zahn, best-known as The Rock Father, is the Editor-in-Chief of The Toy Book, and a Senior Editor of The Toy Insider and The Pop Insider.

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, CNN, and more. Connect with him on LinkedIn or follow him on X and Instagram @therockfather.

The toy industry returns to the concrete jungle where dreams are made and new generations find inspiration in play.

JAMES ZAHN, Editor-in-Chief

Source: The LEGO Group

LITTLE TIKES, GIRL SCOUTS OF THE USA PARTNER FOR 2-IN-1 COOKIE BOOTH PLAYSET

MGA Entertainment subsidiary Little Tikes has entered a licensing partnership with Girl Scouts of the USA to release the Little Tikes 2-in-1 Girl Scout Cookie Booth Playset. Kids can customize the booth with a troop number and signage on the front using the included stickers and dry erase markers. Designed to encourage pretend play, the set also includes five play cookies, five cookie boxes, two coins, a credit card reader, a credit card, and a cookie tray. All of the pieces can be stored in the back side of the booth. The playset is available at major retailers for the holidays. 

THE LEGO GROUP UNVEILS LOCATION FOR FUTURE BOSTON HEADQUARTERS

After announcing in January that it intended to move out of Enfield, Connecticut, The LEGO Group revealed in August that its new American head office will be at 1001 Boylston Street. Located at the intersection of Boylston Street, Massachusetts Avenue, and Newbury Street, the new office will support the company’s long-term goals.

The company strategically chose this location to draw upon the region’s diverse talent pool and foster relationships with other companies in the area.

Spread over five floors and more than 100,000 square feet, the new office space

is being created with innovative design at its heart. LEGO’s move will begin in mid2025 and is expected to be complete by the end of 2026.

ARCADE1UP EXPANDS GLOBALLY WITH NEW DISTRIBUTION PARTNERSHIPS

Arcade1Up is rolling out a new busi ness strategy, along with a crop of new at-home arcade machines, as part of its global expansion efforts.

The company, which specializes in ar cade machines for in-home use — bringing Pac-Man and other classic arcade games to retailers and consumers — is looking to expand into Canada, Australia, and Euro pean countries and markets.

As such, the company revealed new partnerships with companies including Polyphoto, an Italian distribution company, to release its Deluxe line of retro-feel arcade machines abroad in time for the holiday season.

Arcade1Up debuted four new in-home arcade machines as a part of the growth spurt, led by its Time Crisis Deluxe Arcade Machine. Other new machines include an Atari 50th Anniversary Deluxe Arcade Machine, a Galaga Deluxe Arcade Machine, and a Street Fighter II: CE HS-5 Deluxe Arcade Machine. 

WHAT DO YOU MEME? REBRANDS TO RELATABLE, ENTERS MURDER MYSTERY GAME CATEGORY

What Do You Meme?, originally named after its flagship game, is moving on to a new brand identity, in an effort to better reflect the expanding offerings the company has in its portfolio. The newly coined Relatable is continuing its focus on party, family, relationship, and drinking games, while offering additional lifestyle, wellness, and novelty products.

Relatable got its start in 2016 with a Kickstarter fundraiser for the game What Do You Meme?. The company has released a number of games since, including adult party options, original family games, and family-friendly versions of some of its adult games.

Now, alongside the rebrand, Relatable is launching its newest game, Who Killed Mia? This is the company’s first murder mystery party game. In the game, players attempt to solve the murder of influencer Mia Star using a mix of physical and digital evidence. Who Killed Mia? is available now at retailers such as Target, Walmart, Amazon, and the Relatable store page. 

The Little Tikes 2-in-1 Girl Scout Cookie Booth Playset | Source: MGA Entertainment

INDUSTRY UPDATE

WALMART REVEALS PLANS TO INVEST $75 MILLION IN NEW JERSEY STORES

Walmart continues to invest in its store fleet across the U.S. with remodels on a rolling basis. In August, the retailer held a grand opening event for the newly remodeled Walmart Supercenter in Secaucus, New Jersey. At that event, the Arkansas-based retail giant revealed plans to invest $75 million in its Garden State stores over the next two years. The current wave of remodels includes a “Flagship” store experience with elevated departments, curated product assortments, and a community-inspired mural to welcome guests.

The new Walmart Supercenter features include interactive displays, a reconfigured store layout, and digital touchpoints throughout the store.

TOYSMITH RELOCATES, UPGRADES TO NEW FACILITIES

Toysmith is upgrading its operational capabilities with a move to a new, state-of-the-art operations and distribution center in Pacific, Washington. The company will be making the move this December, leaving its current location in Sumner, Washington.

The new operations and distribution center is closer to major transportation hubs, allowing for more efficient and expedited product deliveries.

“At Toysmith, we are driven by the promise of ‘Simple, Efficient, and Joyful’ in service to our retail partners,” says Michael Keaton, CEO of Toysmith. “This relocation represents a pivotal step in our commitment.”

KROEGER TEAMS UP WITH SPAIN’S M.O.M. FUN COMPANY FOR HALLOWEEN PRODUCTS

Kroeger is teaming up with Spainbased M.O.M. Fun Company, to bring more licensed Halloween costumes and accessories to North American markets. The partnership is effective immediately, with costumes and accessories hitting

shelves for this Halloween season.

M.O.M. Fun Company’s portfolio includes products for all ages including wigs, accessories, and decor.

RADIO FLYER TO LAUNCH FIRST RETAIL STORE

Next month, Radio Flyer will open its first retail storefront, 106 years after the company invented the original Little Red Wagon. Located at the Woodfield Mall in Schaumburg, Illinois, the store will carry the full line of Radio Flyer products along with more than 60 new items that will be available exclusively in-store.

The store will feature a test track where kids can test various ride-ons, a Flyer bike shop where kids and adults can test electric bikes, and a service shop where consumers can bring Radio Flyer bikes and other products to be fixed.

BANDAI OPENS RETAIL LOCATIONS FOR TAMASHII NATIONS, NANOBLOCKS

Two brands under the Bandai umbrella are getting new brick-and-mortar retail locations in the U.S.

The Bandai Spirits brand Tamashii Nations is known for its popular S.H. Figuarts and Chogokin collectible figures. Last year, the brand opened a flagship location in Japan, followed by a store in Shanghai, China. Now, Bandai Spirits is taking things stateside with a flagship U.S. store in New York City’s Times Square. The store is open now, featuring oversized displays and store-exclusive collectibles.

Bandai Namco, meanwhile, is officially opening a Nanoblock storefront at the American Dream Mall in East Rutherford, New Jersey. This is the first semi-permanent Nanoblocks location on the East Coast. The location opened last month, offering monthly workshops to build simple kits, a free wall art display for visitors to add to, daily promotions, and more. Nanblocks are a micro-sized building block trend from Japan, offering licensed builds featuring Naruto, Kirby, Sanrio, Pokémon, and more. 

PLAYVIEW BRANDS, MOJANG TEAM UP FOR MINECRAFT INFLATABLES

Minecraft is officially joining Playview Brands’ lineup of licensed products. The collaboration includes a collection of summer and winter inflatables launching this fall.

The first Playview x Minecraft products to hit retail include Minecraft Winter Fun World inflatable snow sleds and the Minecraft 6-Piece Building Block Set, which includes blocks that look like creatures from Minecraft, including creepers, pigs, Endermen, and more.

Playview is also planning on adding beach balls and pool floats to the collection in the future. The company also recently renewed its licensing agreement with NERF.

CEPIA RELAUNCHES ZHU ZHU PETS BRAND

Cepia is bringing back Zhu Zhu Pets, originally a collection of interactive hamster toys that was popular in the early 2010s.

The new launch is called Zhu Zhu Aquarium and features six colorful, plush tropical fish that run on land. It also includes accessories such as a fish bubble that they can go inside and a boat that the fish can drive. Zhu Zhu Aquarium launches in the spring.

Minecraft Building Block Set | Source: Playview Brands

PROTECTING YOUR BUSINESS IS OUR BUSINESS

What’s New with The Toy Association’s Global Government and Regulatory Affairs Team

by STEVE PASIERB, President and Chief Executive Officer, The Toy Association

From impactful advocacy and legislative victories on Capitol Hill to year-round engagement with key federal agencies and serving as your voice with regulators around the world, The Toy Association’s global government and regulatory affairs team prioritizes your business interests and stands ready as a go-to resource when your company is in need. Here’s a snapshot of just some of the issues we are working on, on behalf of our members and the broader toy and play community.

LEADERS IN THE U.S.

As a leader in toy safety, The Toy Association collaborated on the latest revisions to the world-renowned ASTM F963 toy safety standards and continues its work with the F963 committee to ensure that the standard remains current with product developments and any safety issues that emerge. Future items up for discussion include aquatic toys, battery accessibility requirements for toys, rideon toys that resemble all-terrain vehicles (ATVs), and super-absorbent polymer “gel” bead toys. Our team has also scaled up its involvement in the International Standards Organisation (ISO) technical committee 181, holding convenor positions for working groups covering mechanical and physical properties, age determination guidelines, interpretations, and microbiological safety.

FEDERAL AFFAIRS

Across Washington, D.C., The Toy Association has been a vocal advocate for a range of issues, such as addressing how

companies may be impacted by the Federal Trade Commission’s (FTC) “Green Guides,” which are currently under review by the agency and could affect how toys are labeled and marketed as environmentally friendly. We also continue to work with the Consumer Products Safety Commission (CPSC) to ensure new battery safety regulations for non-toy household items under Reese’s Law align with ASTM F963, the gold standard for battery safety in toys.

In regard to intellectual property (IP) protection, the Association remains steadfast in fighting counterfeit and violative products on behalf of the industry by proactively working with congressional offices, educating lawmakers and staff on The Toy Association’s IP white papers, and educating the public on the responsible toy businesses that adhere to the more than 100 safety standards required by federal law. This follows the successful coalition work we participated in to secure passage of the INFORM Consumers Act. Our most recent efforts addressed members’ priorities with the U.S. Patent and Trademark Office (USPTO) regarding anti-counterfeiting strategies and we continue to press congressional leaders for the reintroduction of the SHOP SAFE Act, a bill that emphasizes the need for online platforms to meet the same requirements and liabilities as traditional brick-andmortar businesses.

STATE AND LOCAL PRIORITIES

Across the U.S., our state team works tirelessly to combat and amend priority issues. To date in 2023, we have specif-

ically pushed back on more than 400 pieces of legislation directly impacting the industry and closely monitored more than 1,000 pieces of legislation throughout the country that might tangentially affect our industry or the supply chain. Our advocacy efforts were directly responsible for the Pennsylvania legislature introducing a bill to amend the outdated 1961 Stuffed Toy Manufacturing Act. The amended law will now allow for the use of recycled materials in stuffed toys distributed and sold within the state.

These efforts barely scratch the surface of our aggressive work to fight and advocate on behalf of the industry. We encourage you to take advantage of our team as a resource for your business, whether you are fighting a specific challenge or simply looking for guidance on a new regulation. Our many varied government affairs committees are open to all active members and provide invaluable reconnaissance. Please reach out to me if you’d like to join. The more company involvement we have, the greater the impact we can make, together.

In sum, we are here for you, no matter how large or small your issue. Please, put us to work. 

As President and Chief Executive Officer of The Toy Association, Steve Pasierb leads a globally focused association that represents the broad toy and play community and is dedicated to its mission to be a unifying force for members’ creativity, responsibility, and global success, advocating for their needs and championing the benefits of play.

TOY ASSOCIATION PERSPECTIVES

WHAT’S IMPACTING TOYS & PLAY

The Toy Association Reveals New Consumer Research and Trends at Toy Fair

by KRISTIN MORENCY GOLDMAN, Senior Advisor, Strategic Communications, The Toy Association

Research has shown that emotional intelligence (EQ) — including interpersonal competence, self-awareness, and social awareness — is a better predictor of a child’s future success than IQ. EQ is heavily influenced by childhood experiences, and play has long been an effective outlet and learning tool for kids, helping them to cope, build resilience, practice empathy, and manage their emotions.

The Toy Association has been tracking the growing social-emotional learning (SEL) trend in the toy space. Earlier this year, the group’s trends team named “Back to Basics” as a top trend to watch for 2023. The trend looks at how parents are turning to toys and games to instill healthy mental habits in their children, from mindfulness and good sleep habits to increased social-emotional awareness through nurturing, imaginative, and classic play.

Tied to that is a desire among parents to teach their kids about diversity, equity, and inclusion (DEI) through toys and play, with new research revealing that nearly half (47%) of millennial parents will consider whether a toy highlights different races, cultures, identities, and abilities when purchasing toys for their kids this holiday season.

Conducted by Wakefield Research on behalf of The Toy Association, the survey of 1,000 U.S. parents also found that half of parents have purchased toys to teach their kids social skills, while parents under age 40 are using toys to educate their children about kindness and anti-bullying (42%) and to help them regulate their emotions (44%).

The full survey results will be unveiled by The Toy Association during its Toy Trends Briefing, taking place at Toy Fair on Saturday, Sept. 30. The session will dive into trends surrounding SEL,

mindfulness, kindness, diversity, and many other evolving trends in the toy and youth entertainment space, including the enduring importance of educational toys, a broader range of kidult toy buyers (spanning from tweens to the elderly), pop culture trends, and the impact of the economy on toy shopping budgets this holiday season. The trends team has been tracking and exploring the evolution of the top toy trends of 2023 through ongoing meetings with toy companies and by taking stock of what’s happening in parallel industries, from fashion and design to food and tech.

“With Toy Fair taking place at the onset of the holiday shopping season, we are looking forward to providing industry and media with an update on current trends, spotlighting hot holiday toys, offering a sneak peek at a small selection of brandnew products for next year, and unveiling research to help companies plan for a successful 2024,” says Adrienne Appell, Executive Vice President of Marketing Communications at The Toy Association.

The Toy Association’s annual Toy Trends Briefing will take place Saturday, Sept. 30 at 1 p.m. in Room 1E09-10 at the Javits Center. 

As The Toy Association’s Senior Advisor of Strategic Communications, Kristin

Morency Goldman keeps members of the toy community apprised of the latest global developments in toy trends, safety, retail, marketplace events, international trade, market research, and other topics impacting the business of toys and youth entertainment. She holds a master’s degree in media, culture, and communications from NYU.

The “Back to Basics” trend highlights toys that promote mental and emotional wellness, such as Hape’s My Baking Oven with Magic Cookies. Source: Hape

THE HOLIDAYS AT SPECIALTY How We’re Bringing the Magic This Year

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

Just as there is “no place like home” there is also “no place like a specialty store during the holidays.”

Think back to your childhood. The holidays are magical, not only because of the bright lights, decorations, and food, but also because of the toy store experience: the endless aisles of toys and games and the wonderful, warm atmosphere. Walking into a toy store brings magic to those who enter.

Independent toy stores offer an amazingly unique selection of toys and gifts. Specialty retailers can find new things to stock ahead of the holiday season, while also placing last-minute orders to get popular products on the shelves in the middle of the season. And, the toy buying frenzy doesn’t stop after December, because the magic of the season continues as customers redeem their gift cards.

In addition to the wide selection of toys, specialty retailers are true resources for their customers. More and more ASTRA members are becoming ASTRACertified Play Experts, which requires them to complete a two-day program packed with education about the scientifically proven value of play. And play is important for all of us, because remember: holiday magic and play are not just for kids!

ASTRA kicks off the holiday season with the magic of Neighborhood Toy Store Month. During the month of November, Neighborhood Toy Store Month celebrates the essential role of local toy stores in cultivating play, education, and community connection. It highlights the crucial contribution of neighborhood stores in nurturing imagination, creativity, and cognitive development in children. What used to be just a day was expanded to a month to give specialty stores the opportunity to schedule events over a longer

period of time. This year, the theme is Play Education, and through the School of Play, we will shine a light on the very important value of playtime for everyone. Watch for the full roll-out of our whimsical principals and students as we complete the graphics for our stores to use in their campaigns and for their events.

What else helps create magical memories at specialty stores during the holidays? Store windows! A child staring in awe at a store window decorated for the holidays is a true moment of wonder. Specialty stores do an amazing job of decorating their windows for the holidays, creating lasting feelings of warmth and generating excitement about what fun awaits inside. ASTRA will hold its third annual store decorating contest this year with submissions judged by children. The

grand prize this year will be a full conference registration for our 2024 Marketplace & Academy in St. Louis.

As we look toward the holidays, our specialty stores are the place to go to experience real holiday cheer, as retailers help their customers get the best possible gifts for those on their lists. From infants to adults, the magic of the holidays has always revolved around toys and play. Make it count this year. 

Sue Warfield, President of the American Specialty Toy Retailing Association (ASTRA), has more than 30 years of experience working in the toy industry, including owning a retail store, being a sales representative, and working alongside her husband at a manufacturing business.

ASTRA retailer Lasso the Moon created a holiday-themed window display in Helena, Montana last year. | Source: ASTRA

TOP 5 TOYS, TEENAGE MUTANT NINJA TURTLES (TMNT)

TOP 5 TOYS, GAMES & PUZZLES SUPERCATEGORY, YTD JULY 2023, RANKED BY DOLLARS

TOP 10 TOYS, FIVE NIGHTS AT FREDDY’S

THE YEAR OF REBALANCE

Manufacturers and Retailers Adapt to Shrinking Wallets

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

Year-to-date retail sales through July reaffirm that 2023 is the year of rebalance for the toy industry. Consumers are prioritizing their spending in the face of inflation and other economic factors, as several of the pandemic-era “safety net” benefits many consumers received have, or will, come to a close this year. The fact of the matter is that the portion of the consumer wallet to spend on discretionary goods, like toys, is shrinking. Manufacturers across toys and other industries will need to work hard to capture their share of the dollars that are left after consumers pay their bills.

U.S. retail sales of toys declined by 8% from January through July 2023, compared to the same period last year. While both dollar and unit sales fell at the same rate and average selling prices (ASP) were relatively flat, it is worth noting that the four-year compound annual growth rate (CAGR) is still record-setting for the toy industry.

Broadly speaking, two important federal policy changes during the first half likely impacted toy sales. In February, the Supplemental Nutrition Assistance Program (SNAP) benefits, which is the food support for more than 40 million Americans, was reduced and in May, Medicaid

continuity ended. These expenses are now coming out of that ever-shrinking wallet, and I suspect that both of these factors contributed to the declines we are experiencing in the U.S. toy market.

Delving into the toy industry results, three of the 11 Supercategories posted growth. Building Sets, up 6%, had the largest dollar gain led by LEGO Icons and LEGO Speed Champions. Plush had the second largest dollar gains, up 2%, driven by Pokémon, followed by Vehicles, which also grew 2%, driven by Hot Wheels.

(formerly The NPD Group)

sales down 16%, primarily due to reduced sales for playground equipment and water/sand toys.

Looking at the top-selling properties, three of the top 10 were also among the top 10 dollar growth properties across the industry: Pokémon, Hot Wheels, and Disney Princess. The others ranked among the top 10 year to date through July include Squishmallows, Star Wars, Marvel Universe, Barbie, Fisher-Price, LEGO Star Wars, and NFL.

Devastating

weather conditions including the Canadian wildfire smoke stomped on sales of outdoor toys. Outdoor and Sports Toys was the largest Supercategory based on sales volume; however, it also experienced the steepest dollar declines, with year-over-year dollar

As we move through the remainder of the year, the toy industry needs to brace for the impact that several macro-level factors will have on its consumers. While the inflation rate is slowing, it is still growing and the priority for families has to be putting food on the table. Student loan repayments will resume in October. Among the 45 million borrowers affected, the largest segment (25 to 49-year-olds) holds about 70% of the student loan debt. This is also a group of consumers who collectively account for $11 billion in annual toy spending, so their weight in the toy industry is not a drop in the bucket. Child Care Grant Programs will also be ending this fall, leaving the families of as many as 9.5 million children needing to readjust to cover the cost of childcare.

“The buzz around Barbie ... is the jolt that the toy industry needs to get consumers more engaged with toys.”

Circana

Supercategory Performance: 2023 Year-to-date through July

Three of the 11 Supercategories posted growth. Outdoor & Sports Toys was the No. 1 Supercategory in sales and it had the largest dollar decline.

On a positive note, perhaps Barbie will save the day. The July sales results indicated some recovery for the toy industry compared to Q2, which was primarily due to movie properties.

Despite Warner Bros.’ Barbie: The Movie having only been in theaters for two of those weeks, Mattel’s Barbie was the top growth property in July. I have not seen this much buzz surrounding the toy market since Star Wars: The Force Awakens. The film kicked off the Disney Star Wars era upon its release in December 2015, and the toy industry grew 7% that year, led by Star Wars. The following

year the industry grew 5%. I believe that The Force Awakens helped drive people to the stores to buy Star Wars products, but they left with a bit more.

With pink at every turn and excitement that crosses industries and generations, the buzz around Barbie is creating enthusiasm that transcends the property itself. This is the jolt that the toy industry needs to get consumers more engaged with toys and lead them to the toy aisle. As economic challenges swirl around us, the industry needs to harness more of these special moments that bring feelings of joy and excitement into our lives. 

Note: 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 76% of the U.S. retail market for toys.

Juli Lennett is the Vice President, Industry Advisor for Circana’s U.S. toys division. She has spent more than 16 years at NPD managing client relationships and consulting with a variety of manufacturers, licensors, and retailers within the toy industry.

compiled by JAMES ZAHN, Editor-in-Chief

In many ways, the toy industry feels like one big extended family. You’ve got the serious ones, the funny ones, the wacky cousins, the kids who don’t get along, the cool aunts and uncles, the babies, the elders, and the rock stars with the hit product of the moment. And if we’re talking family, then Toy Fair is the big reunion where the multi-generational purveyors of play come back together to catch up, do some business, and hopefully have some fun.

With that in mind, The Toy Book is cracking open the scrapbook for some insight into the toys and games that have inspired members of our toy industry family in their lives and careers. We hope you’ll enjoy these stories as we look forward to making new memories at Toy Fair that will ultimately result in new generations of kids being inspired to do

As a kid growing up in Wisconsin, where each winter lasted several years, I loved to doodle and draw. My favorite toy that added to that enjoyment was Spirograph. With so many choices of gears and colors (and fun stick pins!), I felt like I was playing and creating on an endless canvas. Today, it’s heartening to know that we are still making Spirograph for a new generation – complete with wonderful new features like Scratch & Shimmer, 3-D, and even animated

David Vonner Chief Creative Officer, WalkGlobal LA

Dennis the Menace had his sling-shot, Linus had his blanket, and I had my Spider-Man! I carried my Mego Spider-Man everywhere! And as you can see, he was no stranger to taking pictures. Spidey is always the camera hog! Man, I wish I still had my Mego Spider-Man. 

Josslynne Welch, President, Litzky PR

When I was born, people gave me teddy bears. Lots of them. And what started as gifts became a collection. Yes, they were snuggly, but the bears were also trusted confidants and the very best tea party guests. They provided comfort and companionship, inspired imaginative play, promoted nurturing, and prompted sharing. Over the years, my bears have moved on to new families, but I’ve held on to Honey Bear who always made the parties sweet. Pass the tea, please. 

David Vonner

Josslynne Welch

Tim Kilpin

Source: Mego Corp.

Issac Larian, Founder & CEO, MGA Entertainment

As a child growing up in Iran, my family was very poor after my father lost his business. The only toy I had to play with was a kite that I made myself out of sticks, paper, and string. Experiencing my childhood with no toys motivated me to want to provide toys for children and fueled my lifelong love for children and the smiles on their faces when playing. This ultimately drove me in building MGA Entertainment into the toy and entertainment company it is today. 

Kemi Tignor, Founder & CEO, Upbounders

My founder story begins with that Christmas when my mom and her girlfriends were scouring Toys “R” Us (and maybe fighting off other holiday shoppers) on Bald Hill Rd in Warwick, Rhode Island to find that Black Cabbage Patch doll you see in the photo behind my son. Back then, the ladies laughed off how hard it was to find toys that looked like me and my sisters. Henry is also playing with my Fisher-Price School Bus and Little People Ferry Boat. I was building imaginary communities back then. Today, through Upbounders, I am making it easy for moms to cultivate a sense of belonging in their homes through play. And working to build community in the real world. 

Sources: MGA, Hess Corp, Upbounders

From the very beginning, classic rescue-themed vehicle toys allowed my imagination to run wild. What better way to think about future careers than to role-play as a first responder hero? My love for toy vehicles of all kinds clearly inspires me to develop the absolute best quality Hess toys that expand the world of imaginative play for tomorrow’s heroes. 

Justin Mayer, General Manager of Hess Toy Truck, Hess Corp.

Justin Mayer

Issac Larian

Ali Kermani, Vice President of Marketing, Razor USA

The toy that most influenced my life and career is my skateboard! Skateboarding has been a lifelong passion that has shaped my approach to learning, skill development, and success, opening my eyes to the value of failure, approach adjustment, and persistent pursuit of goals. It was also my skateboard that led me to cross paths with the future owner of Razor at a local skate park, which began my career in the toy industry. 

Source: Surprise Powerz

Kristel Bell, Founder & CEO, Surprise Powerz

When I was a young girl, I loved playing with all types of dolls and would ask my parents for one every birthday and Christmas! Each type of doll inspired a different way for me to play - whether that was to pretend play that I was in charge of the house, like a mom taking care of her children, or dreaming of becoming a princess one day and wearing beautiful dresses. STEM was also really important in my house, thanks to my mom, which inspired me to merge my two favorite things and create Surprise Powerz Educational Talking STEM Dolls that look and talk like today’s generation of young girls. 

Steve Pasierb, President & CEO, The Toy Association

I was blessed to have a great collection of toys and games, a fun treehouse, and a local stream to fish and fall into. While I enjoy model railroading to this day, it was the simple Guillow’s balsa glider and rubber-powered airplane, each costing just a few cents, that gave me a lifelong love of aviation. Today I fly exotic composite model airplanes each worth many thousands of dollars as a team pilot for PowerBox Systems GmbH of Germany. All part of my love of play.

Source: Razor

Genna Rosenberg, Changemaker, CEO, GennComm

Growing up a Goldberg, our family loved to play games. My favorites involved learning about, counting and earning big money like Monopoly, Pay Day, and The Game of Life. Playing games inspired my first jobs, earning tips waitressing, and being a bank teller in high school, where I loved counting stacks of moolah! They impacted my business gusto, too, where I often go big or go home. You have to be in it to win it! 

Source: Guillow’s

Genna Rosenberg

Steve Pasierb

KristelBell

Ali Kermani

David Albert, President, Schleich North America

When I was younger, I liked almost every game that was related to trading and building things but my favorite by far was The Settlers of CATAN, most known as CATAN. I got it the year it was released and played it as often as I could — I loved it so much that my uncle actually built a custom board for my brother and me. The game fosters strategic thinking, teaches how to be resourceful with what you have and what you earn, and also how to build alliances. Playing Settlers of CATAN was always a fun way to bring my family and friends together around one table. 

Maura Regan | President, Licensing International

As a kid, I used to steal my brother’s G.I. Joe to be my Barbie’s boyfriend. I preferred him over Ken because he had much better accessories, including scuba diving equipment and a Zodiac raft. Long before my career in licensing, I understood how powerful it can be when two brands come together. 

Bob Moog, Founder & President, University Games

Clue was my favorite game growing up. At 8 years old, I dreamed of meeting Miss Scarlet and always wanted to be Professor Plum. Clue was the only game I played where players were all involved in every turn. When I started University Games I wanted to create deductive logic and social interaction games about murder. That led to Murder Mystery Party and now the Murder Mystery Party Case Files 40 years later. 

David Albert

Bob Moog

Sources: Asmodee, Hasbro

Maura Regan

Source:: Hasbro

Justin Kreter, Global Head of Development & Marketing TREFL SA & Vice President U.S. Marketing TREFL U.S.

As a kid who loved and looked forward to the weekend cereal TV series, my favorite brand was GI Joe. I looked forward to playing out each episode with my G.I. Joe and Cobra 3.75-inch action figures. From building forts in the backyard to exploring nearby rivers and ponds, Mother Nature was always the background to my adventures.

These special times for me as a kid influenced me to want to create similar experiences of imagination and playful fun through toys for kids of today’s generation. 

Adrienne Appell, Executive Vice President, Marketing Communications, The Toy Association

Out of all the toys in my toy box, my coveted Cabbage Patch Kid (as a child of the ‘80s) and my Barbie collection were the undisputed favorites. Being able to role-play and imagine helped push me to be an innovative thinker and nurturer — and those skills serve me well both as a mom and a co-worker. I love that I can still play at work and that my kids (and their friends) come to me to find out what toys they should be asking for! 

USPS

Mary Kay Russell, Executive Director, Women in Toys, Licensing & Entertainment

We didn’t have a ton of money growing up, so my parents couldn’t afford lots of toys for me and my four brothers. Of course, I had a prized Barbie collection, but my favorite plaything was a second-hand sewing machine from my mom that I got when I was seven. With the patience of a Saint, she guided me through the intricacies of selecting fabrics, threading needles, and maneuvering stitches. This ultimately led to a career in window treatment and pillow fabrication, which was the impetus for a game I self-produced, which then led me to a career in the toy industry. Thank you, Mom! 

Tami Murphy, Founder & President, Tamic Strategies

Hands down, LEGO is the toy from my childhood that comes to mind. As children, my brothers and I had a big hard black suitcase that was full of LEGO. I would pull the suitcase out and set up on the fireplace hearth building homes, towers, and the random car (minus wheels, I don’t remember having those). Looking back, I can see the pattern of visualizing what I wanted to build, begin the build, assess, adjust, finish the build, assess, and adjust again. It’s interesting writing this, connecting how my play profile has influenced my work style. 

Ted Fischer, CEO, Ageless Innovation

As a young kid, some of my most cherished memories are playing card games with my grandparents. The simplicity of a game that all generations could enjoy has inspired me to deliver that same joy and play to older adults and their loved ones. The power of play is what fueled Ageless Innovation and inspires our continued growth. 

Source:: Ageless Innovation

Justin Kreter

Adrienne Appell

Mary Kay Russell

Tami Murphy

Ted Fischer

Source::

Sleigh bells are ringing, the shelves are stocked, and the TVCs are rolling out. Welcome, one and all, to the fourth quarter — it’s game time.

This year, toy companies have truly brought their A-game. The latest assortment of playthings lining the digital and physical shelves is full of thoughtful innovations for the whole family.

Toys and holiday shopping go hand in hand, and while classic, evergreen options like building blocks and open-ended creative kits are can’t-miss gifts, there are hundreds of brand new toys that build on these basics in original ways.

Our team of top toy experts at The Toy Insider — the same trusted crew behind The Toy Book — have more than 100 years of combined experience in the industry, and we evaluated more than a thousand toys this year alone. Our 18th annual Holiday Gift Guide features more than 360 toys, games, and electronics that offer high play value for kids of all ages. We’ve identified eight top toy trends representative of some of this year’s hottest playthings.

Movin’ and Groovin’: We know how important regular movement can be to

both physical and mental health — and toy companies are providing families with fun toys and games to encourage everyone to stay active. These playthings get kids moving, dancing, and putting their physical energy to great use.

Some of our favorites in this category include TOMY’s Bébe Fuerte Stack & Count Kettlebell, the Droyd Romper, and Just Play’s Sesame Street Elmo Slide.

Pint-Size Pals: There’s nothing better than a bestie — and a lot of times, kids really connect with the characters they see in their go-to entertainment content. Kids’ BFFs from their favorite properties come to life in the toy box in the form of figures, playsets, and more.

Kids will love PAW Patrol: The Mighty Movie Chase’s Mighty Transforming Cruiser from Spin Master, Sonic Prime Paradox Prism from PMI Kids’ World, and the Teenage Mutant Ninja Turtles: Mutant Mayhem Pizza Fire Van from Playmates Toys.

Pet Frenzy: No mess, no stress — just fun! Kids can care for a wide assortment of digital pets and furry friends that

provide companionship and serve up an extra large heap of cute. These toys also encourage empathy and teach kids about the importance of responsibility.

Look for Furby from Hasbro, Little Live Pets My Puppy’s Home from Moose Toys, and MINTiD Dog-E from WowWee.

Plush-a-Palooza: Plush toys are often one of the most memorable staples of childhood — and this category

sizes are topping wish lists this year.

Jazwares’ new BumBumz line, MGA Entertainment’s Fluffie Stuffiez, and ZURU’s Snackles Super Sized plush will all be big sellers.

Hello, Dolly!: Thanks in large part to Barbie: The Movie, the doll aisle is looking pretty busy! These classic toys promote social skills, inspire imagination, and spark creativity. And, they are more diverse and inclusive than ever before.

Cry Babies Newborns from IMC, Disney ILY 4Ever Fashion Dolls from JAKKS Pacific, and The Fresh Beats Collection from The Dr. Lisa Co. (formerly World of EPI) are some to watch.

Bake It ‘til You Make It: Promoting a healthy lifestyle and independence in kids starts in the kitchen — and there are so many toys out this year encouraging kids to pretend to cook and get familiar with different aspects of preparing their own food.

LeapFrog’s Build-a-Slice Pizza Cart, Hape’s My Baking Oven with Magic Cookies, and Fat Brain Toys’ Pretendables Cinnamon Roll Set are all favorites of The Toy Insider.

Kids @ Heart: Kidulting is a big buzzword in the toy industry this year, because toys have a new audience: adults! More grown-ups are playing with toys than ever before, and toy companies are making toys with kids at heart in mind.

Grown-ups will love Nintendo’s Super Mario Wonder, Educational Insights’ Kanoodle Pyramid, and FoxMind’s Deadlines game.

Make & Create: Kits that provide

kids with everything they need to make something unique during independent playtime are in high demand this year. Whether they love music, building, jewelry, or beauty, there are plenty of ways for kids to unleash their creativity.

Some stand-out kits include Hydraulic Boxing Bots from Thames & Kosmos, TinkerTar from Buffalo Games, and Monster High Ghoulish Glam Nail Salon from Cra-Z-Art.

The toys that fit these trending categories provide so many play benefits for kids, while also tapping into things grownups are immersed in. But it’s important to remember that not every toy is right for every child. That’s why at The Toy Insider, we never name one single “hottest toy of the year,” because it would never be a match for every single kid, whereas our Hot 20 list gives gift-givers a stronger selection that’s more inclusive.

Offering an inclusive product mix is top-of-mind with retailers and manufacturers alike, with many companies creating and selling toys and games that cater to kids with different developmental needs, kids who come from different backgrounds, and kids who want to explore play patterns outside of longstanding gender norms.

In this business, we need to remember to keep our sights set on the reason we do what we do, and for us at The Toy Insider (and for so many of you as well), it all comes down to bringing joy to kids and families everywhere.

Happy holidays, let’s do this thing!

Marissa Silva is the CoEditor-in-Chief of The Toy Insider and has worked in the toy industry for more than a decade. As a trusted toy expert, she consistently reports on toy trends and hot products. Silva has been featured on the TODAY Show, Access Hollywood, Fox and Friends, ABC World News Now, and more. She is also the Co-Editor-in-Chief of The Pop Insider, a Genius of Play Ambassador, and a new mom. Follow her on Instagram @thattoygirl.

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Submit your products for The Toy Insider’s Annual Gift Guides!

The Toy Insider publishes two legendary annual gift guides each year: the Spring & Summer gift guide, which is available exclusively on thetoyinsider.com; and the Holiday Gift Guide, which is published in print and available on thetoyinsider.com.

Toy and game companies are welcome to submit their products for consideration in these highly competitive gift guides, which get billions of media impressions each year.

Learn more: thetoyinsider.com/ gift-guide-submission-guidelines

Little Live Pets My Puppy’s Home from Moose Toys

Source: Moose Toys

MCFARLANE TOYS

Steel 7-inch Action Figure

Ages: 12+ | MSRP: $19.99

Available: Winter 2024

This 7-inch-scale action figure of the DC superhero Steel has 22 points of articulation and includes a sledgehammer and a collectible art card.

HAPE

NEW FOR ‘24

NEOPETS

NEOPETS BATTLEDOME TRADING CARD GAME

Ages: 6+ | Available: 2024

In this fast-paced, 2-player trading card game, opponents face off to become the ultimate champion and uncover the wonders of Neopia. It features custom art and a unique dice combat battle system, in which players build decks with cards that delve into familiar Neopian pets, items and characters; and roll to attack and defend their Neopet.

1) Dino Railway Adventure Set | Ages: 3+ | Available: Spring/Summer 2024

Little ones can travel through a Jurassic world and encounter dinosaurs as the wooden train passes through dinosaur bones, volcanoes, and waterways. Kids can build and navigate their locomotive to open the dinosaurs’ skull, then turn off the lights to watch the set glow in the dark.

2) Sizzling Griddle & Grill BBQ | Ages: 2+ | Available: Spring/Summer 2024

This portable wood-based barbeque set has everything little ones need to role play as a grill master. The set includes cooking utensils, ketchup, mustard, hot dogs, steak, veggies, and more. Kids can even turn the dials to see the coals light up and hear sizzling sounds from the grill.

WOWWEE

NERF Super Soaker Hydroburst Hose

Blaster | Ages: 6+ | MSRP: $19.99

Available: Spring 2024

WowWee’s Hasbro Gaming-inspired water play collection expands with this garden hose-powered water blaster. It levels up backyard battles with two Jet Modes to soak the competition: Rapid Blast and Jet Stream. Kids can use the blaster’s water control handle to soak opponents up to 25 feet away.

DIAMOND SELECT TOYS

1) AEW Minimates Box Set | Ages: 8+ MSRP: $29.99 | Available: Spring 2024

All Elite Wrestling and Minimates get in the ring together in this box set designed by Barry Bradfield. It features 2-inch figures of champions Orange Cassidy, Adam Cole, Jon Moxley, and Hangman Adam Page, and accessories including a bat, a chair, and more.

2) The Walking Dead Comic Deluxe Action Figures

Ages: 8+ | MSRP: $29.99 | Available: Spring 2024

This line is inspired by the work of creator Robert Kirkman, and re-creates the original comic book characters in black and white. Each 1:10-scale figure comes with multiple weapons and accessories, packaged in a full-color window box.

HEY BUDDY HEY PAL

Peeps EggMazing Egg Decorator

Ages: 3+ | MSRP: $24.99

Available: Spring 2024

This bunny-shaped decorator holds and spins hard-boiled eggs. Kids can decorate and create custom Easter eggs with multi-colored stripes, lines, and other fun designs.

Available in Peeps Bunny Pink and Bunny Yellow. Each decorator comes with six non-toxic markers for kids to use.

PLAYMOBIL

1) Playmobil Camping Site | Ages: 4+ MSRP: $30 | Available: January 2024

Kids can experience camping with this playset that includes a working shower, concession stand, and more. After a day exploring nature and wildlife, kids can set up their tents at the campsite for a night under the stars.

2) Playmobil Waterfall Ranch

Ages: 5+ | MSRP: $79.99

Available: January 2024

Kids are invited to join Isabella, Zoe, Amelia, Ben, and Ellie at the Waterfall Ranch. They can cook breakfast in the kitchen before heading out for the day to tend to the horses and other animals. Once the work is complete, kids can take the horses out for a ride around the ranch.

THE SINGING MACHINE CO.

Sesame Street Sing-Along

Karaoke Line | Ages: 3+ Available: Fall 2024

This new line of Sesame Street karaoke products is designed to immerse kids in a musical journey alongside Elmo, Big Bird, Cookie Monster, and Abby Cadabby. The full range of singalong toys includes an Elmo plush wearable (pictured) with a built-in speaker and microphone for singing on the go, plus handheld microphones, portable tabletop units, and full-sized standing units.

HAND2MIND

1) Numberblocks Rainbow Bus | Ages: 3+

MSRP: $24.99 | Available: January 2024

Numberblock Seven is driving the bus in this playset, which features interactive songs, sounds, and moving pieces to teach kids about shapes, colors, and numbers.

2) Numberblocks Blockzilla Balance

Activity Set | Ages: 3+ | MSRP: $34.99

Available: January 2024

Kids can learn how to tell when one number is bigger than another using this balance set. Using Numberblocks MathLink Cubes (not included), Blockzilla will tell kids which number is more by looking at the heavier pile of cubes.

3) Bunny Brunch

Ages: 3+ | MSRP: $19.99

Available: January 2024

In Bunny Brunch, kids team up to complete the plate pattern and feed the bunnies in time. The game focuses on teamwork, rulefollowing, math skills, and more.

CRAYOLA

1) Scribble Scrubbie

Jumbo Pets | Ages: 3+

MSRP: $14.99

Available: 2024

These Scribble Scrubbies are more than 6 inches tall and feature fuzzy, washable skin that kids can draw on using the included markers.

2) Color POPs

Ages: 5+ | MSRP: $9.99

Available: Spring 2024

This craft features 3D popup designs out of 2D coloring pages that kids can decorate.

VANGO

Bizyboo Easter Series | Ages: 2+

MSRP: $8.97 | Available: March 2024

These hide ‘n’ seek busy bags are portable and mess-free. Each of the four characters house 30 hidden Easter-themed objects waiting to be found. Kids use both written and visual prompts to find the items.

NEW FOR ‘24

GOLIATH GAMES

Crossbows & Catapults | Ages: 6+ | MSRP: $29.99

Available: Fall 2024

This crossbow-firing, catapult-launching action game is all about building and defending a castle while trying to knock down opponents’ builds. The refurbished game from the 1980s will maintain the integrity of the original while introducing an upgraded gameplay experience.

SUPER7

G.I. Joe ReAction Figure Vehicle — Cobra Mothership

Ages: 14+ | Available: Summer 2024

Inspired by the opening sequence of the animated series, G.I. , the G.I. Joe Cobra Mothership playset brings to life the largest ship in the Cobra fleet for the first time at 3.75-inch scale. At more than 7 inches tall and 31 inches in diameter, this vehicle is sized to accommodate 3.75-inch ReAction Figures and vintage Hasbro G.I. Joe O-Ring Figures. It comes with an exclusive Cobra ReAction Figure and an array of accessories for play and display.

1) Zhu Zhu Aquarium | Ages: 4+

MSRP: $9.99-19.99 | Available: Spring 2024

Kids can choose from six colorful, tropical fish plush, each with its own unique charm and silly, unpredictable behavior. Little ones can also opt for accessories like the fish bubble, in which fish can encase themselves, or a boat that the fish can actually drive.

2) Decora Girlz | Ages: 4+ | MSRP: $9.99 | Available: Spring 2024

There are nine collectible dolls in this line. Each mystery package contains eight surprise packs filled with a doll, a dress, accessories, and more, including both flat and puffy stickers so kids can decorate the dolls.

HASBRO

1) Star Wars: The Vintage Collection

General Hera Syndulla | Ages: 4+

MSRP: $16.99 | Available: Spring 2024

Inspired by her appearance on Star Wars: Ashsoka on Disney+, this 3.75-inch scale General Hera Syndulla action figure comes with a blaster accessory and features premium deco and product packaging that is inspired by the original Kenner collection.

2) Star Wars Retro Collection Ahsoka Wave

Ages: 4+ | MSRP: $11.99 | Available: Fall 2024

The latest wave of 3.75-inch scale Retro Collection action figures features characters from Ahsoka designed as if they were released in the 1980s. Kids and collectors can add Ahsoka Tano, Morgan Elsbeth, HK-87 Assassin Droid, Sabine Wren (pictured), General Hera Syndulla, Chopper (C1-10P), and Marrok to their collections.

NEW FOR ‘24

MOOSE TOYS

1) Treasure X Mega Alien Dissection | Ages: 5+ | MSRP: $19.99 | Available: Spring 2024

This 12-inch Mega Alien Vessel contains 35 surprises that combine to reveal all the alien secrets (and organs and ooze) that lie within. Inside the Alien Vessel are four mix-and-match alien figures for kids to discover and create. They can dissect the compounds: Foamy Alien Guts, Alien Brain Ooze, Alien Eyeball Foam Alive, and Alien Heart Slime, and find and prepare the aliens for battle using the nine included Alien Blaster accessories. Kids also have a one in 24 chance of finding real gold-dipped treasure.

2) Akedo Ultra Beast | Ages: 6+ | MSRP: $9.99 | Available: Spring 2024

Each of the two Akedo Beast Ultra Beast figures features a duo of new attack methods. Battle Rex Tailwhip (pictured) whips its mighty tail and strikes with its powerful jaws, and Ripclaw Alphawolf can strike with its powerful tail and use its claws. Each Akedo Ultra Beast figure sits atop a new, 360-degree spin controller. The beast who lands the blow activates Akedo’s signature split-action to win, until the next battle, when kids can easily put the defeated beast back together to battle another day.

3) Heroes of Goo Jit Zu — Ghostbusters — Squishy Stay Puft

Ages: 4+ | MSRP: $13.99 | Available: Spring 2024

This Squishy Stay Puft Marshmallow Man figure looks just like its cinematic counterpart and feels like a marshmallow. Kids can stretch Stay Puft, with its bulky body and oversized feet and hands, up to three times its original size of more than 4 inches. Once all the pulling and

press the button and hide the Eggcellent Egg. Families have to listen and follow the clues the egg gives them, and when found, the egg will play an upbeat song.

2) Emotional Support Flowers

Ages: 0+ | MSRP: $19.99

Available: Fall 2024

Kids can give and receive emotional support with these plush flowers. The bouquet features five flowers with different colors and facial expressions. Kids can gift these flowers to friends and family members.

Cute as a Bug Plush Assortment

Ages: 0+ | Available: January 2024

Douglas expands its Cute as a Bug plush assortment with nine cuddly insect characters. Kids can collect Flint the Firefly, Ophelia the Orchid Mantis (pictured), Inchy the Inchworm, Sugar the Queen Bee, Syd the Snail, and more. The collection also includes an 8-inch Mini Monarch Butterfly as well as a trio of Mini Butterfly Puppets.

LEARNING RESOURCES

1) Alphabet Mailbox | Ages: 4+

MSRP: $19.99 | Available: Spring 2024

With the alphabet mailbox, kids can learn the alphabet with matching puzzles, sound puzzles, and practice postcards. Kids can decorate their mailboxes with 30 reusable postage stamp stickers.

2) Go Green! Peekaboo Funny Bunny

Ages: 1.5+ | MSRP: $19.99

Available: Spring 2024

In this searching game, kids can strengthen their memory and critical thinking skills while learning about counting and colors. The game features colorful gardening pots, vegetables, the funny bunny, and an activity guide.

ELENCO

1) Snap Circuits Green Energy Lab

Ages: 8+ | MSRP: $49.99 | Available: January 2024

1) Masters of the Universe Origins Cartoon Collection Core Figure Assortment | Ages: 6+ MSRP: $17.99 | Available: Spring 2024

Inspired by the Filmation cartoons of the 1980s, each action figure features 16 moveable joints with straighter legs, rounded shoulder muscles, and an overall more realistic build than their cartoon counterparts. Kids can collect He-Man, Skeletor, Manat-Arms, and Teela in the first wave, each with an all-new battle accessory and mini comic.

2) Masters of the Universe Masterverse Core Figure Assortment | Ages: 14+ MSRP: $21.99 | Available: Spring 2024

The collector-focused, 7-inch scale Masterverse series continues with a fresh wave of action figures including Revolution Skeletek, New Eternia Trap Jaw, and New Eternia Man-at-Arms. Each figures has at least 30 points of articulation and comes in a window box suitable for display.

This set includes a full-color manual with step-by-step instructions along with a separate “Think Green’’ educational manual that explains environmentally friendly energies like geothermal, hydrogen fuels cells, wind, solar, tidal, and hydro. Kids can explore more than 40 hands-on projects to understand the world around them.

2) Snap Circuits Game Play | Ages: 8+ | MSRP: $49.99 | Available: January 2024

This Snap Circuits kit includes more than 20 electronic games and more than 40 STEM projects. Kids will learn basic STEM skills by making dozens of electronic gadgets, sounds, lights, games, and circuits. The set features a full-color, step-by-step instruction book.

3) Snap Circuits Easter Egg Light | Ages: 8+

MSRP: $9.99 | Available: Easter 2024

Kids can decorate their easter egg with a custom design and illuminate their creation on the light circuit. Each kit comes with three eggs and four paper baskets.

NEW FOR ‘24

ASA PRODUCTS/MOBO CRUISER

Spindrifter | Ages: 5+ | MSRP: $129 | Available: Spring 2024

The Mobo Spin Drifter three-wheeled cruiser tricycle features a patented mechanism that allows for exciting spins and controlled steering for a safe ride. This trike features reverse riding capability and aids in developing hand-eye coordination and muscle strength.

UNIVERSITY GAMES

Faeries & Magical Creatures | Ages: 10+ MSRP: $39.99 | Available: 2024 (Limited Holiday 2023 stock)

Faeries & Magical Creatures is a new strategy game where players collect faeries, plant gardens, build fairy homes, and race to become the first mortal to join the fairy realm. The game also features goblins, a centaur, a unicorn, a minotaur, and other characters. Average playtime is less than 60 minutes.

MASTER REPLICAS

Stargate Ships, Figures, and Prop Replicas | Available: Spring 2024

Heathside Trading’s Master Replicas and Khadou brands will release a curated range of Stargate-inspired die-cast ships, prop replicas, and figures beginning next spring. In collaboration with MGM, the franchise-spanning line will be available to select specialty retailers.

PLAYMATES TOYS

1) Tootin’ Turtles Tots

Ages: 4+ | MSRP: $4.99

Available: January 2024

The next wave of toys inspired by Teenage Mutant Ninja Turtles: Mutant Mayhem begins with these tootin’ tot versions of Leonardo, Donatello, Michelangelo, and Raphael. Kids can give them a squeeze and listen as they “toot.” The longer and harder kids squeeze, the more powerful the toot.

2) Sewer Slams | Ages: 4+

MSRP: $7.99 | Available: January 2024

Kids can slam these toys made of soft, expanding foam on a hard surface or their hands to see a Hero In a Half Shell rip through the sewer lid into the air.

3) Teenage Mutant Ninja Turtles

Masks | Ages: 4+ | MSRP: $9.99

Available: January 2024

Kids can mutate into their favorite Ninja Turtle with these new role-play masks that are uniquely styled and detailed based on the look of the Turtles from the new movie.

NEW FOR ‘24

KESSCO

Bang-O-Rang | Ages: 6+ MSRP: $9.99 | Available: February 2024

Bang-O-Rang is a flying disk designed to bounce off of hard surfaces. The disc can bounce nearly 30 feet and can be thrown up to 100 feet.

BOSS FIGHT STUDIO

Fraggle Rock Action Figures | Ages: 8+ MSRP: $24.99-39.99 | Available: Q1 2024

This collection of action figures includes six characters inspired by the classic series, Fraggle Rock. Flange Doozer is hitting shelves before the rest, with Red, Gobo, Uncle Traveling Matt, and a two-pack of Doozers featuring Cotterpin and Architect (pictured) set to arrive in Q1.

SNORBLE

Snorble | Ages: 3+

MSRP: $299

Available: Spring 2024

Snorble is a child-led smart companion powered by artificial intelligence (AI) that promotes STEAM, MESH, and other healthy habits.

Snorble is designed with safety in mind and has no intrusive cameras and doesn’t require internet access to operate.

EDUCATIONAL INSIGHTS

1) Playfoam Sand Magic Reveal | Ages: 3+ MSRP: $29.99 | Available: January 2024

Kids can stimulate their senses with this set, which includes four colors of Playfoam Sand, a design station, molds, stampers, a cutter, and a scooper for endless play options.

2) Kanoodle Ultimate Champion | Ages: 7+ MSRP: $24.99 | Available: January 2024

The classic Kanoodle gets an upgrade with this game, which features metallic pieces, a timer, and 500 puzzles for players to complete.

3) GeoSafari Jr. Talking Dino Explorer | Ages: 4+ MSRP: $49.99 | Available: April 2024

Kids can learn about dinosaurs through this tabletop viewer, which shows more than 60 dinosaur pictures and plays more than 100 audio facts and quiz questions to test kids on their dinosaur knowledge.

CANDYRIFIC

1) Unicorn Light-Up Talker | Ages: 3+ | MSRP: $3.99

Available: Spring 2024

Each Unicorn Light-Up Talker comes with 0.53 ounces of assorted fruit-flavored dextrose candies (natural flavors and colors). Kids can press the button on the wand to see the lights flash on and off and hear cheerful tunes.

2) Sweet Squad and Sports Mini Backpacks

Ages: 3+ | MSRP: $3.99

Available: Spring 2024

Kids can collect Mini Backpacks in a variety of styles inspired by sweets or sports, like baseball, tennis, soccer, and football. Each one comes with 0.28 ounces of assorted fruit-flavored candies and has a metal keychain and clip.

SCHLEICH

It’s too early to drop the curtain on Schleich’s 2024 lineup, but the company says it has extensions planned for several lines, including Eldrador (Modular Creature Caves), Farm World (Rodeo Show, Working in the Forest), Horse Club (Riding Hall), Dinosaurs (Conquest of the Dino Temple), and Wild Life (Penguin Family Fun).

KIDZ TOYZ

Bluey’s Magic Xylophone | Ages: 3+ MSRP: $12.99 | Available: August 2024

ACG TOYS

Nova: Goddess of the Universe

Plush | Ages: 3+ | MSRP: $24.99

Available: Spring 2024

Some cuddles are more magical than others! As the first of the Afro Goddess Warrior Plush collection, Nova is a cuddly, 14-inch reminder that resilience in the face of adversity is often all the “magic” needed to achieve our goals.

UPBOUNDERS

Mommy’s Shadow Inspiring Careers Stacking and Building Cubes | Ages: 2+

MSRP: $17.99 | Available: Spring 2024

Kids can build and stack this set of cubes, which feature images of women working in different careers on each side.

Inspired by Bluey’s Magic Xylophone in the animated series Bluey of imagination and boundless possibilities. When Bluey, a 6-year-old Blue Heeler puppy, plays the xylophone, extraordinary adventures unfold — and now kids can pretend to do the same.

WILTON BRADLEY

1) Playhouse — WaterWall WaterBalls | Ages: 3+ MSRP: $129.99 | Available: January 2024

Following the success of the Playhouse Waterwall, WaterWall WaterBalls is an updated version in white wood with clear accessories so kids can see the Waterballs racing down the guttering. It comes with 50,000 water beads for 100 refills.

WHAT’S NEW FOR FALL

LITTLE TIKES

Story Dream Machine | Ages: 3+ | MSRP: $26.99 | Available: Now

Kids can watch, listen, and read their favorite stories using this machine, which projects images onto a wall or other flat surface accompanied by an engaging array of lights and sounds.

The Story Dream Machine comes with three classic stories, with additional stories being sold separately. Licensed add-on stories include The Berenstain Bears, the Keep Busy Collection, and the Sesame Street Elmo & Friends Collection.

WOWWEE

1) MINTiD Dog-E | Ages: 5+ | MSRP: $79.99 | Available: Now

Kids can get a new best friend with the MINTiD Dog-E. Each robotic dog has its own unique mix of lights and colors and uses special technology to communicate with its human pal.

While Dog-E is a smart connected toy, it works with or without the free companion app. Kids can train the dog to do tricks, track its needs, and give it treats. Up to 10 family members can “mint” their own profiles, so they can each take care of and build a relationship with a Dog-E of their own.

2) Fingerlings Interactive Baby Unicorn Lulu

Ages: 5+ | MSRP: $14.99 | Available: Fall 2023

Fingerlings Lulu is a bubbly, interactive, magical unicorn with more than 70 sounds and reactions.

Lulu is the latest character in the Fingerlings relaunch. The toys now have fuzzy fur on their heads, a new look, new voices, new personalities, and they can sit. They respond to touch, so kids can feed them, kiss them, pet them, and more.

Source: MGA Entertainment

JAKKS PACIFIC

1) Disney Princess Style Collection Fresh Prep Gourmet Kitchen

Ages: 3+ | MSRP: $199.99 | Available: Now

Kids can cook up the fun with this kitchen set that has five appliances with light and sound effects, a real “steam” feature, a Majestic Meal Kit, and more than 35 accessories. It comes fully stocked with play food for pretend meals.

2) Sonic Prime Death Egg Playset

Ages: 7+ | MSRP: $49.99 | Available: Fall 2023

The extra-large, free-standing Death Egg Playset features two running tracks for the included 2.5-inch Sonic the Hedgehog figure. Kids can launch Sonic at Dr. Eggman’s heart to defeat him.

3) Ursula’s Mystical Cauldron

Ages: 3+ | MSRP: $49.99 | Available: Fall 2023

This playset inspired by Disney’s The Little Mermaid features two play modes for both water and non-water play. Kids can pretend to cast spells and wave their hands over the cauldron to activate lights, music, and real waterbubbling features.

BANDAI NAMCO TOYS & COLLECTIBLES AMERICA

1) Tamagotchi Uni | Ages: 6+ | MSRP: $59.99 | Available: Now

With this updated version of the virtual pet, fans can connect in a new way. They can play together with the Tamaverse’s Tama Arena, Tama Parties, Tama Fashion, and Tama Travel features. The new features provide fans with their own unique experience, including DIY activities, exploring with their characters, and an in-device social platform. It features character options, including different looks, personalities, and hobbies. Through a Wi-Fi connection, fans can connect, customize their characters in unique ways, and have access to downloadable content and updates.

2) Vital Hero Batman | Ages: 8+ | MSRP: $64.99 | Available: Now Featuring a full-color, LED display screen and built-in vital activity monitor, kids can complete exercises like walking, sprinting, jumping, and more with Batman. Each of the provided missions and daily activities strengthen kids’ digital superhero, making him more powerful and adept at fighting for justice. The Vital Hero interactive band combines gaming and staying active in a rewarding way as kids power up Batman through movement.

LEAPFROG

Magic Adventures Telescope

Ages: 5+ | MSRP: $99.99 | Available: Now

Kids can look at the night sky or explore NASA space photos using this real telescope, which also includes more than 600 space facts for kids to learn.

WHAT’S NEW FOR FALL

BUFFALO GAMES

TinkerTar | Ages: 3+

MSRP: $24.99 | Available: Now

Kids can start learning to make music using this guitar. The TinkerTar comes in a variety of shapes and only has one string for simple music-making. It also comes with a music book of 15 songs that kids can use to learn how to play.

IMC TOYS

1) DinoBytes Battle Arena

Ages: 3+ | MSRP: $24.99 | Available: Fall 2023

Kids can face off with their DinoBytes figures in this battle arena. Kids just put the dinosaurs into the ring and press the button to get the dinosaur to lunge. The first dino to knock the other dino’s helmet off wins.

2) Cry Babies Magic Tears Stars Talent Babies

Ages: 3+ | MSRP: $9.99 | Available: Fall 2023

Preschoolers can collect eight new dolls that feature articulated bodies and accessories. Each doll also comes with a silicone outfit that can be mixed and matched. The dolls in this line feature a new and improved appearance with updated expressions, and they even cry real tears!

THE POKÉMON CO.

1) Scarlet & Violet — 151 Elite Trainer Box

Ages: 6+ | MSRP: $49.99

Available: Now

Scarlet & Violet — 151 features all original 151 Pokémon from the Kanto region so trainers can battle with iconic Pokémon through the lens of the Scarlet & Violet Series. It comes with nine Scarlet & Violet—151 booster packs, one Snorlax illustration rare-style promo card, gameplay accessories, and a collector’s box.

2) Pokémon TCG My First Battle

Ages: 6+ | MSRP: $9.99 | Available: Now

My First Battle introduces young Trainers to the Pokémon Trading Card Game experience through fast and fun decks, plus simplified rules specially designed for beginners. Kids will learn fundamentals like the difference between active and benched Pokémon, how to attack and deal damage, and how to evolve.

JUST PLAY

Sesame Street Elmo Slide Plush | Ages: 2+ | MSRP: $49.99 | Available: Now

Kids can sing, dance, and play along with this interactive Elmo plush. Kids can squeeze Elmo’s left hand to activate songs, dances, and movements and squeeze his right hand to play “Elmo Says.”

WHAT’S NEW FOR FALL

MGA ENTERTAINMENT

1) L.O.L. Surprise! Magic Flyers

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

This collection of surprise toys reveals itself with the surprise doll flying out of the packaging. The fairy doll floats in the air when kids keep their hands under it.

2) MGA’s Miniverse Make It Mini Kitchen

Ages: 8+ | MSRP: $39.99 | Available: Now

Kids can display and play with their food in the Make It Mini Kitchen, which features an oven, refrigerator, and storage.

TRIPLE F — FIERCE FEMALE FIREFIGHTERS

Female Firefighters Plush Dolls | Ages: 3+ |

MSRP: $45 | Available: Now

Meet Ember, Molly, and Ash — plush dolls designed by a female firefighter. Each 15.5-inch doll comes with removable gear, including a jacket, hood, gloves, and an axe. They’re soft for cuddling and have brushable, styleable hair. Ash and Ember are fire references, while Molly is named after Molly Williams, the first known female firefighter in the U.S.

KIDFINITY

Rukusfx Pro | Ages: 8+

THAMES & KOSMOS

1) Kai: The Artificial Intelligence Robot

Ages: 10+ | MSRP: $99.95

Available: Now

This six-legged artificial intelligence (AI) robot moves by reacting to the gestures and sounds kids make. Kids can use the included app to assign movements to Kai’s functions, enabling it to walk, turn, and stop. The 64-page manual and comic book-style story explain the history and future of AI.

2) Dragonkeepers | Ages: 8+

MSRP: $27.95 | Available: Now

Before dragons can fly and breathe fire, they need to be well protected. In this card game, kids try to manipulate the “magic book” in their favor as the two open pages show which dragons, and how many, they can take under their protection. The best Dragonkeeper wins.

MSRP: $69.99 | Available: Now

Kids choose a sound from more than 120 pre-loaded music tracks and more than 120 sound effects, then punch, swipe, flick, or twist to create custom mixes with this active music toy. Kids can also connect to the Rukusfx Pro

WHAT’S NEW FOR FALL

FAT BRAIN TOYS

Air Toobz | Ages: 3+ | MSRP: $139.95

Available: Fall 2023

Preschoolers arrange the tubes and connectors in any way that they can imagine and switch on the turbine to watch the foam balls go. They can make them leap from one tube to the

BOOGIE BOARD

Sketch Pals Doodle Board – Blaze the Dragon (Limited Edition) & Axol the Axolotl (Limited Edition) | Ages: 4+ MSRP: $19.99 each | Available: November 2023

Kids can celebrate Chinese New Year in 2024 and kick off the Year of the Dragon with Blaze the Dragon, or find a playful pal with Axol the Axolotl. These limited-edition doodle buddies (sold separately) feature a tethered stylus and easily clip to any backpack or car seat for screen-free entertainment on the go.

GOLIATH

Froot Loop Frenzy | Ages: 4+

MSRP: $19.99 | Available: Now

Two to four players join Toucan Sam for a dance-filled adventure in this game. They move and groove in sync with Toucan Sam as they collect colored loops from his spoon.

SUNNY DAYS ENTERTAINMENT

1) Hello Kitty Flocked Character Assortment

Ages: 3+ | MSRP: $4.99 | Available: Fall 2023

Each Hello Kitty character set comes with two soft and fuzzy characters: one original character, and one foodie version.

2) Hopscotch Lane Dancing Crab

Ages: 6MOS+ | MSRP: $12.97 | Available: Fall 2023

This motorized Dancing Crab helps little ones develop early motor skills and promotes visual and sensory discovery through active play.

3) CoComelon Stroller

Ages: 6MOS+ | MSRP: $39.99 | Available: Fall 2023

This stroller is inspired by the nursery rhymes from the educational YouTube series, CoComelon. The lightweight frame folds compact for easy storage, and the rear wheels have toe-tap locking brakes to keep the stroller in place when parked.

WHAT’S NEW FOR FALL

ZURU

1) Smasher’s Dino Island T-Rex Battles

Ages: 4+ | MSRP: $44.99 | Available: Now

Kids dig their way through sand and slime to discover dinosaur pieces. Once all of the parts are found, they can begin to assemble two battling dinos. This set features mini smash eggs with collectible characters and more than 50 other surprises.

2) Rainbocorns Mermaidcorn Surprise

Ages: 4+ | MSRP: $26.99 | Available: Now

This set features more than 35 surprises. Kids will discover one of six cuddly Mermaidcorn plush, as well as a Boo-Boocorn.

3) Rainbocorns Fairycorn Princess Surprise

Ages: 4+ | MSRP: $26.99 | Available: Now

There are six Fairycorn Princesses to discover. Each features a peel-and-reveal heart, as well as wearable and shareable accessories.

TANGLE CREATIONS

1) Furry Tangle | Ages: 3+ | MSRP: $8 | Available: Now

This tangle is soft and highly tactile. Kids and adults will enjoy support for fine motor skills, stress relief, and problem solving while working through each bend and movement. It’s available in various colors

2) Furry Friend Tangle | Ages: 3+ | MSRP: $8 | Available: Now

Kids can attach these soft, bendable, and tactile furry friends to their backpacks, handlebars, bed-posts, and more to keep them close. They are available in two sizes and in assorted colors, patterns, eye colors, and animal themes including Monkey, Bird, Unicorn, and more.

ABACUS BRANDS

1) Penn & Teller Magic Lab Virtual Reality | Ages: 8+ | MSRP: $69.99 | Available: Now

This playset comes with a pair of virtual reality goggles, a book, and access to more than 50 videos that kids can use to learn magic tricks using cards and other props inspired by the illusions of Penn & Teller.

2) Professor Maxwell’s VR Atlas 2.0

Ages: 8+ | MSRP: $69.99 | Available: Fall 2023

Kids can explore famous places and cultures using this VR set, which comes with more than 200 experiences and 15 activities. The set is also accompanied by a book.

LEGO

1)LEGO Technic NASA Mars Rover Perseverance

Ages: 10+ | MSRP: $99.99 | Available: Now

Kids can build up their own space adventure with this 1,132-piece set and create a toy version of NASA’s Mars Rover Perseverance. They can also engage in STEM learning with the included augmented reality app experience that teaches them about the environment on Mars and the rover’s mission.

2)LEGO Star Wars New Republic E-Wing vs. Shin Hati’s Starfighter

Ages: 9+ | MSRP: $109.99 | Available: Now

This 1,056-piece building set features two authentically detailed brick-built models of starships from Ahsoka, four character minifigures, and a New Republic Astromech Droid.

3)LEGO CITY Arctic Explorer Truck and Mobile Lab

Ages: 6+ | MSRP: $74.99 | Available: Now

Once kids build up this 489-piece set, they can play out expeditions with a tracked exploration vehicle with a working crane and a snowplow, a mobile laboratory, an Arctic landscape setting, a meteorite, four

FUN IN MOTION

1) Jumbie Artist Series Shashibo Ages: 8+ | MSRP: $25 | Available: Now

Fun in Motion collaborated with Los Angeles-based artist Jumbie for a series of Shashibo puzzle cubes that feature light reactive crystals and can be transformed into more than 70 shapes.

2) Teenage Mutant Ninja Turtles Shashibo Series

Ages: 8+ | MSRP: $25.99 | Available: Fall 2023

This collection of Shashibo puzzle cubes is inspired by the four Teenage Mutant Ninja Turtles and can be transformed into more than 70 shapes thanks to internal rare Earth magnets.

AGELESS INNOVATION

Joy For All x Hasbro Games Collection

Ages: 8+ | MSRP: $39.99-49.99 | Available: Now

Ageless Innovation and Hasbro collaborated on a series of re-imagined classic games designed for cross-generational play. At launch, the assortment includes Scrabble Bingo, Trivial Pursuit Generations, and The Game of Life Generations (pictured).

Each of these titles from the Hasbro Gaming portfolio has pieces that are easy to handle and text that’s easier to read.

The Game of Life Generations invites players to “pick a generation and play.” It features the Greatest Generation, Baby Boomers, Generation X, Millennials, and Generation Z. Players travel a life path infused with humorous cultural and lifestyle references and experiences unique to each generation.

WHAT’S NEW FOR FALL

HASBRO

1) BEYBLADE BURST QUADSTRIKE Light Ignite Battle Set | Ages: 8+ MSRP: $66.99 | Available: Now

Bladers can face off with a chaos of colors as Glow Tech changes the color appearance of tops as they battle in the main Energize Battle Zone of the Light Ignite Beystadium. This new battle set comes with a Beystadium, two tops, and two launchers.

2) Star Wars: Chatter Back Chopper Animatronic | Ages: 4+ MSRP: $79.99 | Available: Fall 2023

The sassy Droid from Star Wars Rebels is back in Ahsoka, and this 7.5-inch animatronic version features weathered deco and more than 40 sound and movement combinations for kids to discover.

KLUTZ

Pokémon Stained Glass Art | Ages: 7+

MSRP: $22.99 | Available: Now

Special vellum paper lets kids color in 18 pieces of Pokémon art that look like stained glass. Use the included double-tipped markers in 10 custom colors. Then hang finished artwork in a window and watch it light up!

SPIN MASTER

1) Bitzee | Ages: 5+ | MSRP: $29.99 | Available: Now

Kids can interact with their digital pets using touch and movements. The pets have three evolutionary stages, and the final stage unlocks Super Bitzee and a special game.

2) Batman Gotham City Guardian Playset

Ages: 4+ | MSRP: $129.99 | Available: Now

Kids can transform the playset into three vehicles and a Bat computer to help Batman fight crime. The 2.5-foot tall playset resembles Batman and features lights, sounds, and a 4-inch Batman figure.

3) Rubble and Crew Bark Yard Playset

Ages: 3+ | MSRP: $79.99 | Available: Now

Kids can explore the Bark Yard Playset that includes 12 ounces of Kinetic sand, four molds, interchangeable tools, and a Rubble vehicle and pup figure. This playset also offers sensory play and features lights, sounds, music, and phrases from the PAW Patrol spinoff.

WHAT’S NEW FOR FALL

TOP SECRET TOYS

Dissect-It Discover-It Dinosaur Dig | Ages: 6+ MSRP: $17.99 | Available: Fall 2023

This kit gives kids the experience of excavating dinosaur bones with no dust or dirt. Each kit includes all the tools needed to discover one of three sets of dinosaur bones and assemble them into either a Tyrannosaurus, Spinosaurus, or Triceratops skeleton.

YUME

1) Jujutsu Kaisen Cursed Capsules | Ages: 8+ MSRP: $12.99

Available: Fall 2023

Iconic characters such as Yuji Itadori (pictured) are featured in stained glass scenes with mini character-specific accessories. Kids can connect the backers to display figures side-by-side and watch them join forces in epic battles.

2) YuMe Toys Stranger Things

Upside Down Capsule | Ages: 8+ MSRP: $12.99 | Available: Fall 2023

Kids can unbox the retro TV and begin to unlock the secrets inside. Each Stranger Things-inspired capsule features ‘80s-inspired trading cards with collectible artwork, sticker cards featuring icons from the Hawkins universe, and a character figurine.

WOW! STUFF

Nano Pods Marvel CDU Assortment

Mattel is handling U.S. distribution for this new line of collectibles for fans of the Marvel Universe and The Avengers. Each miniature character is permanently attached to its hex-shaped Nano Pod display. Fans can connect them together using the built-in tongue and groove system.

MATTEL X HASBRO

UNO Flip! Transformers

Ages: 7+ | MSRP: $6.49

Available: Nov. 1, 2023

Hasbro’s Transformers make the jump into Mattel Games’ UNO Flip! The two-sided deck features Autobots on one side and Decepticons on the other. When players play a Flip card, the factions switch. Special rules include the Might of Optimus Prime and the Tyranny of Megatron.

TCG TOYS

MegaMat TMNT Jumbo Play Mat

Ages: 3+ | MSRP: $29.99 | Available: Fall 2023

This colorful playmat is crafted from EVA foam to ensure a soft, cushioned surface for action-based imaginative play. Each Teenage Mutant Ninja Turtles (TMNT) playmat comes with a Ninja Turtle figure.

MATTEL

1) Hot Wheels RacerVerse Spider-Man’s Web Slinging Speedway Track Set

Ages: 4+ | MSRP: $64.99 | Available: Fall 2023

Kids slam-launch the included Spider-Man and Black Panther die-cast vehicles to through a loop and around the curves five times in an effort to win the race and avoid Doc Ock’s claws when the bridge collapses.

2) Hot Wheels Skate Octopark Skate Set

Ages: 5+ | MSRP: $39.99 | Available: Fall 2023

Young skaters can grind the rails and nail tricks with this playset that features rails, vert quarter-pipes, stairs, bowls, and ledges for abundant skate surfaces and open-ended play. It comes with an exclusive fingerboard and a pair of removable, finger-sized skate shoes.

3) Hot Wheels Monster Trucks Arena Smashers Mega-Wrex vs. Crushzilla

Takedown Playset | Ages: 5+ | MSRP: $49.99 | Available: Fall 2023

Little gearheads launch the included Mega-Wrex Monster Truck from different angles to hit the designated smash spots to conquer the challenge and knock out Crushzilla. When he falls, he has a funny reveal: little legs and undies.

CRA-Z-ART

1) Monster High Ghoulish Glam

Nail Salon | Ages: 8+

MSRP: 34.99 | Available: Now

Kids can create ghoulish glam styles and design hundreds of spooky nails with this set. It features a cool “magic mist” that changes six colors and comes with nail polish and stickers.

2) Shimmer ‘N Sparkle Glam and Go Beauty Caddy | Ages: 8+

MSRP: $19.99 | Available: Now This beauty caddy comes with everything that tweens need to create glamorous, pretty, and polished looks. It features trending lip color, eye color, lip gloss, nail polish, and more.

RAVENSBURGER

GraviTrax Junior – My Jungle Starter Set | Ages 3+ | MSRP: $69.99

Available: Now

Designed for younger players, GraviTrax Junior set features jungle-themed elements and easy-tohandle play pieces perfect for little ones.

WHAT’S NEW FOR FALL

DISCOVERY MINDBLOWN

1) Planetarium Projector 2-in-1 Stars & Planet Projection

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

Kids can learn about space with this projector which has two modes: stationary and moving. Each slide features different planets and stars.

2) Model Motor Engine Kit

Ages: 8+ | MSRP: $29.99 | Available: Now

This model engine kit shows kids the ins and outs of motors, including how different parts interact with each other and other interactive elements.

3) DIY Prize-Pod Robot | Ages: 8+ | MSRP: $24.99 | Available: Fall 2023

This set features everything kids need to build a robot that dispenses prizes. Prizes to fill the included prize balls are not included.

LITTLE KIDS

Ballz’n | Ages: 8+ | MSRP: $24.99 | Available: Now

This game is a race to the highest score with opportunities to play offense or defense. Kids can bounce their balls in the top two bowls to score points and collect their opponents’ balls as they miss, bouncing them in the bottom bowl to take their points away.

WYNCOR

ZAG Heroez Miraculous Miraball

Ages: 3+ | MSRP: $9.99 | Available: Now

Each Miraball is a 2.75-inch collectible metal ball with a 4-inch plush Kwami inside. There are 22 no-waste Miraballs in the initial launch, including Kwamis from Miraculous — Tales of Ladybug & Cat Noir and 12 Kwamis inspired by the Zodiac.

KIDS PREFERRED

Wizarding World Infant and Toddler Collection

Ages: 0+ | MSRP: $8-25 | Available: Now

This new collection of plush, blankets, teethers, and activity toys is inspired by the Wizarding World of Harry Potter. It includes the Hogwarts House on-the-go blanket, Dobby foot rattles, a Golden Snitch Plush, and more.

CRAZY AARON’S

1) Hypercolor Goodnight Cactus Thinking Putty

Ages: 3+ | MSRP: $15 | Available: Now

This putty is easily molded by hands and changes from purple to orange to yellow in heat.

2) Kawaii Cute Thinking Putty

Ages: 3+ | MSRP: $15 | Available: Now

This silver, sparkly putty is easily molded and is filled with cute characters including mushrooms, cats, bears, and more.

INCREDIBLE GROUP

Jelly Belly Small Scented Squishi Bean

Ages: 6+ | MSRP: $6.99-9.99

Available: Now

Kids can collect these squishy jelly beans scented with Jelly Belly’s popular scents. Each pack comes with one to two mystery scents to discover and collect, in iconic Jelly Belly packaging. Jelly Belly Small Scented Squishi Beans are available in two- or four-packs with more than 10 assorted colors and scents.

THE MORE THINGS CHANGE...

The Toy Industry Responds to Evolving Challenges

by CHRIS BYRNE, The Toy Guy, President, Byrne Communications

Iset of challenges, well, welcome to the toy industry. That should come as no surprise. The history of the toy business throughout the 20th and into the 21st century is all about challenge, change, and (resiliently) chugging along.

Notwithstanding, the industry has always found creative ways to meet setbacks, and as I like to say, as long as people reproduce and buy stuff for kids, we’ll still be here.

One of my favorite examples of creativity in the face of uncertainty has always been Lionel’s 1943 paper train. Since all metal was dedicated to the war effort amid World War II, they made a punchout set that sold for one dollar. It wasn’t all that popular, but, hey, they tried, and it’s a collector’s item now.

Eighty years later, however, there are developments that couldn’t have been conceived of then, but toymakers are still responding creatively. Over the summer, we spoke to toy folks about the challenges they’ve faced this year, and how they’re responding and moving ahead. The overwhelming sentiment echoed by many: the pandemic sales boom has fallen off a cliff leading to big declines in 2023.

“For me, we play in toys, which is a discretionary category, and year-to-date,

noting that as consumers are concerned about the costs of food, gas, and other essentials, they’re looking for deals. July’s Amazon Prime Day was a big success for KidKraft. “If you went deeper than 10% [in discounting], you could drive some volume. This is a good sign for the selling season,” he says.

President of University Games, but they’re mitigating risk by placing the burden on their vendors. Moog says that retailers are often asking manufacturers to hold onto inventory in the event of an order.

For the specialty market, which thrived in the COVID-19 era, flexibility is key, and the smaller manufacturers that depend on independent toy and game stores are doing what they can to meet changing needs.

-

THE RETAIL RESET

Retail is on everyone’s mind, and virtually the entire industry is dealing with the challenges of inventory overhang. Josh Loerzel, Co-Founder of Sky Castle Toys, says that while shipping rates have normalized and lead times have returned to pre-pandemic levels, retailers are still reluctant to commit to new products due to excess inventory. “Brick-and-mortar is backed up. We’re still feeling the ramifications of the shipping crisis,” he says.

Mukikim Executive Vice President Tom Delaney says that his company has been able to leverage the capacity of its own warehouse to break up case packs to give specialty retailers smaller, starter packages. This move allows retailers to expand their offerings without a heavy capital investment.

While going direct-to-consumer (DTC) is a key strategy for many, Loerzel points out that making DTC profitable with small orders isn’t easy. Retail partnerships are also helping manufacturers meet consumers in new ways. KidKraft’s Walker says that they’ve inked an exclusive deal with Costco for their Toy of the Year (TOTY) Award-nominated Beat Board, which doesn’t fit a standard planogram. Foot traffic and in-store prominence will be key to success, he says.

“The goal is to be as innovative as humanly possible.”

Ronnie Frankowski, Global President, Moose Toys

SHIFTING TACTICS FOR SALES SUCCESS BEYOND Q4

Heading into the holiday season, many say they’re resigned to perhaps lower revenue in 2023, but they are excited about the longer-term potential. Ronnie Frankowski, Global President at Moose Toys, says that the company strategy has been to focus on the long-term, versus what he calls “short-term volatility.” The answer, he says, is innovation. “The goal is to be as innovative as humanly possible.” He says that they are also mindful of the global economic situation and deliver innovation at price points below $20 — not always the easiest thing to do these days.

Perhaps the greatest shift in the industry, though, is in promotional strategies and tactics. It’s challenging and, sometimes, wildly unpredictable, but that doesn’t stop people. TikTok, user-generated content, and changes in media consumption among key audience segments are affecting all programs.

“It’s gotten harder. There’s no question about that,” Frankowski continues. “We try to do a lot of experimentation, and we have an appetite for trying and failing. We can try a bunch of things with minimal investment. Kids are now inherently digital-first, and linear programming is struggling.”

Frankowski adds that where marketing departments used to experiment with two to three variables, the rise of TikTok, and other social media platforms, allows them to try eight to ten tactics. “[Marketing mix has] gotten a little harder and more expensive, and I don’t think anyone has solved the riddle.”

TikTok is a powerful platform and played a role in revitalizing Educational Insights’ 17-year-old game, Kanoodle.

“We kept throwing a lot of stuff at the wall, and seeing what would stick,” says

Lee Parkhurst, Senior Brand Manager for Educational Insights. Kanoodle stuck and created a sensation, opening the door for what Parkhurst calls “an army of 2,100 affiliates” that create content generating millions of views. The success led to Educational Insights opening the first toy and game store on TikTok.

Freddie Jordan, Senior Marketing Manager for Hape, says his company followed suit, launching a TikTok shop to capitalize on the instant appeal of watching a compelling video.

OLD SCHOOL MARKETING FOR NEW SCHOOL SALES

While grassroots digital marketing is evolving, good old hands-on marketing is part of many programs this year. Steve Rad, CEO of Abacus Brands, says in-store activations are essential to selling his virtual reality (VR) learning kits. Finding ways to deliver a product experience instore for a product that combines classic books and a VR experience is essential to driving understanding and purchase.

Hands-on play remains a powerful selling tool, according to Kevin Lane, Founder of Create A Castle. “It’s our blessing and our curse,” he says, noting that he and his wife and partner Laurie are the ones out there getting people to play. When families experience Create A Castle’s Shark Tank-backed sand and snow castle building sets handson, sales soar, Lane says.

Drew Matilsky, Founder and Managing Partner of Good Soul Brands, agrees that nothing beats the hands-on experience for amping up sales of his Bumpas weighted plush toys. “Something that never goes away is interactive,” he says. Bumpas recently opened an in-store boutique at FAO Schwarz in New York City where kids can engage with toys. Like a weighted blanket, draping the character over the shoulder is comforting — and something that has to be felt to be believed.

Alex Tongue, President of Vango Toys, says that his company opted out of making a traditional TV commercial for its new Bizzyboo Hide ‘N’ Seek infant toy. Very much on-trend, it’s a sensory product and a manipulative experience that benefits from hands-on, user-generated content (UGC).

Tongue says that the UGC paired with social shares including retail links is working to drive sales.

The toy industry is a perfect example of the French epigram: plus ça change, plus c’est la même chose — the more things change, the more they stay the same. When has it not been “in transition?” When have there not been stressful challenges? Never. Yet we keep on going.

Anyone who has been in this business for any time has to know that it’s a roller coaster, and the trick is to respond to the realities of a dynamic market … and enjoy the ride! 

The Bumpas boutique at FAO Schwarz in New York City Source: Good Soul Brands

Halloween is big business, pulling in more than $10 billion dollars each year, according to the National Retail Federation. But “Halloween” isn’t just for Halloween anymore.

In recent years, the spooktacular vibes have grown creepy crawly legs that extend well beyond the month of October while the art of playing dress-up has become every day “cosplay.” Throughout the toy and game departments, Halloween-inspired products are popping up everywhere as consumer demand continues to grow.

The industry has taken notice, and the first-ever fall Toy Fair in New York is playing host to a Halloween Pavilion and Halloween BOOlevard to inspire retailers with products worthy of stocking in the year ahead. With that in mind, The Toy Book has curated a list of some of this fall’s best tricks and treats! ‘Tis the season to be spooky (and not-so-spooky)! 

THE POKÉMON COMPANY

Pokémon Trading Card Game: Trick or Trade

BOOster Bundle | Ages 6+ | MSRP: $19.99

Families can share the fun and excitement of Pokémon as an alternative to candy for trick-ortreating. Each Bundle includes 50 mini packs, each containing three colorful cards from the Pokémon Trading Card Game.

RUBIES

M3GAN Costume

MSRP: $37.99-$42.99

Kids and adults can get all dolled up as the creepy AI-enhanced doll, M3GAN. The costume comes with a dress and oversized bow inspired by Blumhouse’s hit movie.

Spookley the Square Pumpkin Plush

Ages: 1+ | MSRP: $9.99-14.99

This soft plush toy features bright orange and green materials, embroidered details, and Spookley’s adorable wide-eyed smile. Available in 3- and 6-inch sizes for kids and collectors.

Source: stock.adobe.com

Batwheels BAM 3D Vehicle

Deluxe Light-Up | MSRP: $49.99

This costume features a stiff felt 3D light-up vehicle, and printed art of Bam’s car parts throughout. Kids can pair this with a t-shirt and jeans — or Disguise’s Batweels costume — to complete the look of Batman’s sidekick.

BLUE MARBLE

National Geographic Creepy

Creatures River Rock Craft Kit

Ages: 6+ | MSRP: $14.99

Kids can paint and decorate creepy creatures like spiders, monsters, mummies, and more on smooth river rocks. Paint is included along with tutorials for 10 different creatures.

SQUISHABLE

Mini Werewolf

Ages: 0+ | MSRP: $29.99

In nature, sometimes things turn into other things. Like, caterpillars turn into moths. Or kittens turn into cats. Or humans turn into wolves. You know, normal nature stuff. And now there’s a plush Mini Werewolf toy to collect.

PAPATON KIDS

Shadow Puppet Theatre | Ages: 8+ | MSRP: $49.95

Kids can put on a spooky show with this folding theater stage that comes with 32 fairy-tale characters and background settings all made of soft, durable plastic

SMIRK & DAGGER

BOOoop | Ages: 10+ | MSRP: $34.99

This Halloween edition of the boop game features a quilted, fabric board and 34 wood cat and kitten playing pieces. Kids can line up three kittens in a row to graduate them into cats, and once they get three cats in a row, they win. Now, ghost cats float in between the spaces, making it an approachable yet challenging game.

Marvel Adult Deluxe Spider-Man Zentai Suit

Ages: 14+ | MSRP: $54.99

Featuring a graphic design of Peter Parker’s classic suit, this form-fitting Zentai suit is made of spandex and features zippers along the back and crotch. It also includes a spandex mask with plastic molded eyes and mesh eye holes.

FUNKO

Blockbuster REWIND

Ghostbusters Stay Puft

Ages: 3+ | MSRP: $15 Available: Now

This collectible figure comes in VHS-inspired packaging with a matching character card. Fans have a 1 in 6 chance to find the “Toasty” Stay

UNIVERSITY GAMES

The Night Hunter Game | Ages: 14+ MSRP: $39.99 | Available: Fall 2023

Twenty-five years after The Night Hunter went to prison for a series of murders, a new crime with similar patterns occurs. Is it a copycat, or is the wrong man behind bars? Players seek to solve the case before it’s too late in this four-chapter mystery game.

RUBIES

Blue Beetle Deluxe Costume

MSRP: $40.99-45.99

Inspired by the newest hero in the DC Cinematic Universe, this Blue Beetle costume comes in kids and adult sizes and features a highly realistic all-over print, muscle-chest padded detail, half mask, and legs to emulate the scarab’s exoskeleton.

REALLY FUN GAMES

Trick-or-Treat Tongue Twisters

Ages: 8+ | MSRP: $12.97

This wickedly fun game adds a twist to the classic GoFish. Players pull cards and try to say phrases like “Spiders Spin Webs” or “Bats Flap Frantically” out loud, three times fast without getting tonguetied. It’s a race to be the first to successfully say these twisted phrases flawlessly.

of Halloween-themed Pokémon collectibles in this seasonally spooky countdown calendar.

MGA ENTERTAINMENT

MGA’s Miniverse Make It Mini Food Halloween Series 1 | Ages: 8+ | MSRP: $9.99

Each ball comes with realistic Halloween themed “ingredients” and kitchen accessories for kids to make miniature replicas of their favorite fall treats, including Pumpkin Spice Latte, Caramel Apples, and Pumpkin Pie.

RAVENSBURGER

Horrified: Greek Monsters | Ages: 10+ | MSRP: $39.99

Strategize alongside the Gods to defend Greece against some of the most infamous Greek monsters including Medusa, Cerberus, Minotaur, and more in the third entry in Ravensburger’s Horrified franchise.

LEGO

LEGO Ideas Disney Hocus Pocus: The Sanderson Sisters’ Cottage

Ages: 18+ | MSRP: $229.99

This cottage can be opened in multiple ways for easy viewing of the interior details, including the museum gift shop, cauldron with a LEGO light brick to illuminate the fire underneath, Book of Spells, and the witches’ bat-infested bedroom.

FOXMIND

Deadlines | Ages: 12+ | MSRP: $14.99

Players will test their knowledge of characters and personalities from pop culture, science, politics, and sports in this trivia game honoring those who’ve moved on to the afterlife.

CANDYRIFIC

Disney Pumpkin Candy Cases | MSRP: $3.99

Each 4-inch case contains dextrose candy and is inspired by the pumpkins found at Disney Parks each fall.

RUBIES

Dumpster Fire Inflatable Costume

MSRP: $90-95.99

This Funflatable features a dumpster with flames equipped with a fan and shoulder straps, making it easy to become the life of the party and embrace the hot mess within.

ELENCO

Snap Circuits Halloween Pumpkin Light

Ages: 8+ | MSRP: $7.99 | Available: Halloween 2024

Next year, kids can light up their Halloween pumpkin like never before by assembling their own Snap Circuits LED Circuit and enjoying more than 90 hours of a multicolor light show.

DISGUISE

Jurassic World Adaptive Wheelchair Cover | MSRP: $49.99

The stiff felt cover fits most wheelchairs and has fully sublimated art of the signature Jurassic World arch, a T.rex, and Blue the raptor throughout. It comes with felt pieces and support bars for easy attachment to a wheelchair.

FIVE NIGHTS AT FREDDY’S Independent Multimedia Mayhem Goes Mainstream

by JAMES ZAHN, Editor-in-Chief

“ There are ghost children possessing giant robots? Thanks for the heads up.”

That line, spoken by night shift security guard Mike (Josh Hutcherson, The Hunger Games ) in the trailer for Five Nights at Freddy’s (FNAF) could be the official one-liner for those unfamiliar with the FNAF franchise … And technically, “they’re animatronics, not robots.”

Launched nine years ago as an independent survival horror video game from creator Scott Cawthon, FNAF drops players into a challenge that’s right there in the title: Can you survive five nights working at Freddy Faz bear’s Pizzeria?

At its core, the FNAF intellectual property (IP) is rooted in Fazbear’s — think ShowBiz Pizza or Chuck E. Cheese’s in the mid-1980s — where kids and families are entertained by arcade games and an animatronic house band. Through a series of nefarious events, those animatronics do end up possessed by the spirits of children. Beyond the game, the FNAF lore is an ever-growing affair that’s embraced by kids, tweens, teens, and adults. The fandom engages in cosplay, fan fiction, and has practically spawned an entire genre of music with artists like The Living Tombstone, TryHardNinja, Ck9C, and others racking up millions of streams. The Living Tombstone’s “Five Nights at Freddy’s” has more than 157 million streams on Spotify alone.

“Five Nights at Freddy’s has successfully balanced a consumer products program that has youth, young adult, and adult appeal. The property is not a ‘kids’ property, but it does have massive appeal to younger demos,” says Russell Binder, Partner at Striker Entertainment and Executive Producer of the FNAF movie. “We have attempted to market to and service the fan/collector while making the products aspirational for younger consumers by making them accessible, price sensitive, and in most cases, toyetic.”

A FNAF book series from Scholastic has moved more than 10 million units thus far and continues to grow this fall with an official movie novelization and a cookbook. According to Circana, the top 10 FNAF toys sold through July all come from a singular licensee who saw the potential of the property and inked an early licensing deal: Funko.

“We have had tremendous success in the toy aisle with the Five Nights at Freddy’s brand,” Funko President Andrew Perlmutter told The Toy Book last fall during the company’s FNAF SNAPS! launch.

Binder says that Funko’s success opened the door for cross-category expansion.

“Funko, having signed on six years ago, has generated a ton of momentum with this IP with its collectible figure and game businesses, but also affording us the ability to supplement its efforts in categories they don’t specialize in with the likes of Just Toys, YouTooz, Hex, PhatMojo, and a couple of [new] partners in active negotiation.”

On Oct. 27, the film from Universal Pictures and Blumhouse ( M3GAN ) in association with Striker Entertainment will simultaneously hit theaters and streaming (via Peacock), and while it’s not supported by a movie-specific product lineup (yet), the accessibility of the film should send audiences flocking into stores for the latest toys and games.

As FNAF goes mainstream, there’s another story here that’s unique within the industry: Cawthon, through his Scottgames entity, maintains control of his property while entrusting Striker Entertainment to do right by it.

“One of the attributes we are most proud of is that Five Nights at Freddy’s is an independently owned IP,” Binder says. “The property should serve as a beacon to independent owners and creators showing that anything is possible if you invest in yourself and hold onto your creative instincts and convictions.” 

Source: Universal Pictures

Source: YouTooz

YOUTOOZ

FNAF Vinyl Figures

Ages: 15+ | MSRP: $29.99

Fans can collect Freddy, Chica (pictured), Monty, Roxy, Vanny and more as 4.6-inch scale vinyl figures. New styles are added regularly with special editions released as limited edition drops.

JUST TOYS

FNAF Security Breach Hiding Kit

Ages: 3+ | MSRP: $9.99

Kids can dig to discover one of seven mystery mini figures to collect, including a limited edition gold plat ed Freddy Fazbear chase figure.

HEX

Hex x Five Nights at Freddy’s Parts and Service Collection

Ages: 6+ | MSRP: $15-220

This collaboration between Warren James, YouTube creator Dawko, and Scott Cawthon includes Plush Keychains, Cuddly Plush, and Bundle Packs across a variety of characters, including Mangle (pictured).

FUNKO GAMES

Five Nights at Freddy’s FightLine — Premier Set | Ages: 6+ | MSRP: $19.99

Two players face off to build teams and go head-to-head in this battle of mechanical monstrosities. Using Freddy Fazbear, Chica the Chicken, Foxy the Pirate and more, players have to out-smart, out-fight and out-fright their rival robots for control of Freddy Fazbear’s Pizzeria. The Premier Set includes four terrifying figurines with their own unique abilities and attacks creating an immersive gameplay with endless strategies. Players can further their gameplay with the FNAF FightLine Character Packs (sold separately) and collect up to 16 additional FNAF characters.

EXPANDING SANTA’S NORTH POLE BEYOND THE ELF ON THE SHELF

The company behind The Elf on the Shelf plans to introduce new characters and more content ahead of its 20th anniversary in 2025. We recently caught up with The Lumistella Company for some insight into what’s on the way.

THE TOY BOOK: HOW DID THE COMPANY’S FOCUS ON STORYTELLING HELP IT EVOLVE?

The Lumistella Company: The Lumistella Company began with a focus on tradition and storytelling that connects families and children to the core values of Christmas and the magic of Santa’s North Pole. Home to the world’s most beloved Christmas brands, our characters and stories come to life through consumer products, original entertainment, and brand experiences. The wonder and excitement children feel doesn’t end with the Christmas season, and the company is expanding its storytelling to give audiences new ways to immerse themselves in the enchanted world of Santa Claus through innovative products and strategic partnerships across music, publishing, entertainment, food, and more.

TB: HOW WILL THE PARTNERSHIP WITH HARPERCOLLINS HELP GROW YOUR BRANDS?

TLC: Nearly a dozen titles across a variety of formats are being developed in collaboration with HarperCollins Children’s Books, with the first The Elf on the Shelf character and universe-themed books out now. Upcoming stories for readers of all levels include a vibrant sticker and activity book, a deluxe story-

Toys Toys Talkin’

book with bonus incentives, and more. The publishing program features familiar and new characters from Santa’s enchanted North Pole, and in the year ahead will introduce readers to a fantastical world beyond The Elf on the Shelf brand through an origin story developed by [Co-CEO] Chanda A. Bell.

and Extraordinary Noorah Action Figure Set and the release of a music video on the official The Elf on the Shelf YouTube channel. Noorah’s story, accompanied by entertainment and, products will give fans a sneak peek into the enchanted world of Santa Claus, which will continue to be revealed in the months ahead.

TB: WHAT CAN YOU TELL US ABOUT THE BOGIE CHARACTER?

TB: HOW WILL EXTRAORDINARY NOORAH’S STORY EXPAND?

TLC: Fans may recognize Noorah from The Lumistella Company’s Elf Pets: A Fox Cub’s Christmas Tale special on Netflix. Her story is just beginning — Extraordinary Noorah: Santa’s Magical Arctic Fox, a beautifully illustrated 32page storybook will be published by The Lumistella Company this fall. The tale follows Noorah, who feels quite ordinary, until she discovers she can spark the northern lights and pause time with a swish of her tail, helping Santa travel the entire world in one night. Additional Noorah product offerings this year include an Extraordinary Noorah Plush

TLC: The Lumistella Company’s fantastical world beyond The Elf on the Shelf brand of characters introduces new magical North Pole creatures like the playful Bogie character, a loyal protector of Christmas spirit. From the forest regions of Santa’s universe, Bogie characters are harmless, mischievous, and sweet companions who show [kids] that North Pole humor and delight are always in season. These enchanted creatures provide an exciting new glimpse into Santa’s universe through collectible, playable toys and entertaining content for audiences of all ages.

TB: WHAT ARE SOME KEY AREAS OF FOCUS OVER THE NEXT 3-5 YEARS?

TLC: As the company broadens its global reach and evolves its stories, [our] mission of bringing the enchanted world of Santa Claus to families everywhere remains unchanged. The publishing partnership with HarperCollins and the original content development partnership with Netflix allows [us] to further introduce both classic and new characters and stories and continue to expand [our] global presence. 

Source: The Lumistella Company

Q&A with The Lumistella Company

The holidays are almost here! And while that means it’s the busiest time of year for the toy industry, it also means kids and families are eager to enjoy some festive cheer. Many toy and game companies offer holiday-specific products to help bring home the holiday spirit. We’ve curated a collection of some of this year’s newest offerings, from advent calendars to Hanukkah plush! 

HASBRO

Star Wars: The Black Series Holiday Edition Figures

Ages: 4+ | MSRP: $27.99 | Available: Fall 2023

This year’s holiday Black Series figures include an Ewok, a Mandalorian Scout, a Purge Trooper, Jawa and Salacious B. Crumb (pictured), a Snowtrooper, and a KX Security Droid. Each figure, sold separately, has holiday-themed deco and packaging.

Ages: 18+ | MSRP: $310

Available: Fall 2023

Designed for collectors, this plush bear’s heartbeat plays Nat King Cole’s “The Christmas Song.”

Limited to 1,225 pieces, the festive bear comes dressed in a winter coat.

SKILLMATICS

Holiday Foil Set | Ages: 4+ MSRP: $14.97

Available: November 2023

Kids can create their own festive, foil-embossed stickers and arrange them on picture canvases with this new, mess-free art kit.

Kris Christmas Teddy Bear

SMALL FURRY GAMES

Bah! Humbug & the 12 Games of Christmas

Ages: 10+ | MSRP: $34 Available: Now

This set includes all of the pieces and rules to play 13 original games, utilizing a Victorian-inspired 12 Days of Christmas card deck.

JAZWARES

1) Pokémon Deluxe Holiday Calendar | Ages: 4+ MSRP: $59.99 | Available: Now

SPIN MASTER

Gabby’s Advent Calendar | Ages: 4+ MSRP: $24.99

Available: Fall 2023

Kids can unbox 24 days of surprises inspired by Gabby’s Dollhouse in this countdown calendar, including figures, accessories, and sticker sheets. The packaging also opens into a play and display area.

HANDSTAND KITCHEN

Hello Kitty Holiday Ultimate Baking Party Set

Ages: 6+ | MSRP: $39.99 | Available: Fall 2023

This set comes with tools and recipes kids can use to make and decorate Hello Kitty-themed holiday treats, including a cupcake mold, cookie cutters, and more.

Kids can collect an array of Pokémon Battle figures with an exclusive red finish, plus diorama accessories, in this 24-day calendar.

2) Squishmallows 14-inch Holiday Pikachu

Ages: 3+ | MSRP: $24.99 | Available: Now

This new addition to the Pokémon Squishmallows collection features one of the most iconic Pokémon wearing a Santa hat.

MENSCH ON A BENCH

Judah Macabee | Ages: 0+ MSRP: $24.99 | Available: Fall 2023

This plush toy depicts one of the heroes of the Hanukkah story. He has embroidered features and holds his hammer and shield.

PURPLE LADYBUG

Gorgeous Gifts Advent Calendar 2023 | Ages: 6+ MSRP: $25.99 | Available: Now

Kids can count down to the holidays by revealing surprise accessories, jewelry, toys, and mini craft kits each day. There are 24 surprises inside to discover.

HILCO

Kool-Aid Story Books with Popping Candy

MSRP: $2.99 | Available: Fall 2023

This treat-filled storybook includes four 0.24-ounce pouches of popping candy in different Kool-Aid flavors. The inside and back cover also feature games.

HYMGHO PREMIUM GAMING SUPPLIES

Resin Christmas Tree Dice Set | Ages: 10+ | MSRP: $59.99 | Available: Now

This resin dice set comes in the shape of a Christmas tree, complete with a star on top. Each of the seven rings spins independently and represents one die from a traditional set of seven role playing game (RPG) dice.

SWEET N FUN

Gummi Pop Surprise: Holiday

Hunt | Ages: 4+

MSRP: $2.99-3.99

Available: Fall 2023

PI KIDS

PAW Patrol: Countdown to Christmas Holiday Gift Set

Ages: 3+ | MSRP: $32.99

Available: Now

Count along with the PAW Patrol pups as they get ready to celebrate for the holidays. The gift set includes an interactive story book with sounds and a plush toy of Marshall wearing a Santa hat.

JAKKS PACIFIC

Peanuts and National Lampoon’s Christmas Vacation Advent Calendars

Ages: 4+ | MSRP: $39.99-49.99

Available: Fall 2023

Open each window in these 24-day countdown calendars to discover figures and accessories inspired by National Lampoon’s Christmas Vacation (pictured) or Peanuts comics.

These holiday-themed capsules are shaped like ornaments and contain a selection of surprise candies and an exclusive or limited-edition collectible figure.

TREND ENTERPRISES

Sticker Tales: A Stinkyville

Christmas Storybook Sticker

Album | Ages: 3+

MSRP: $5.99 | Available: Now

Follow the Stinkyville friends as they bake, decorate, and share the holiday spirit. Kids can add Scratch ‘n Sniff Stinky Stickers (sold separately) to customize the book.

THAMES & KOSMOS

EXIT: Advent Calendar — The Silent Storm

Ages: 10+ | MSRP: $49.95 | Available: Now

LIONEL

National Lampoon’s Christmas Vacation Ready-To-Play Set

Ages: 4+ | MSRP: $114.99 | Available: Now

This remote-controlled, Christmas Vacation-inspired train is decorated with everything Clark Griswold needs to deck the halls.

SCHYLLING

NeeDoh Groovy the Glowman | Ages: 3+ MSRP: $4.99

Available: November 2023

Schylling’s NeeDoh toy is now available as colorful, glow-in-the-dark snowmen. The snowman’s crunchy filling offers a multi-sensory experience.

SQUISHABLE

Holiday Plush | Ages: 0+ | MSRP: $26-30 | Available: Now

Squishable’s new, festive plush toy offerings include a Mini Poinsettia, a Mini Festive Reindeer, and a Mini Gingerbread House.

MATTEL

2023 Holiday Barbie | Ages: 6+ | MSRP: $45 | Available: Now

This doll marks the 35th anniversary of the Holiday Barbie series. The collectible doll is available in four styles, which all come dressed in a golden gown with starry details, a sheer capelet, and golden accessories.

Over the course of 24 days, one or more players take on the role of toy-building elves, solving riddles to help find Santa and save Christmas.

SUPER7

Run-DMC ReAction Figures Wave 2 - Holiday 3-Pack | Ages: 14+ | MSRP: $65

Available: Now

Inspired by the song “Christmas in Hollis,” these 3.75-inch-scale figures feature Joseph Simmons, Darryl McDaniels, and Jam Master Jay.

It’s been 100 years since the Hassenfeld brothers created Hasbro, and one thing remains clear about the toy and game maker: The company knows how to appeal to a wide audience, spanning multiple generations. It can be argued the secret to the company’s long-standing success is its ability to bring iconic brands to fans of all ages through toys, consumer products, gaming, entertainment, live experiences, and more.

The company got its start in textiles,

then dabbled in school supplies, paint sets, and crayons before landing on toys and creating its first doctor and nurse kits in the 1940s. After that, the rest is history.

“At our core, and the reason why Hasbro has remained a leader in the toy and game space, is our dedication to creating memories for generations of children and families through the wonder of storytelling and imaginative play,” says Tim Kilpin, President of Toys, Licensing & Entertainment at Hasbro. “We are dedicated to being the best in the business at understanding our multi-generational fanbase.”

Kilpin explains that as millennials who grew up with Hasbro products become parents and aunts or uncles, they are eager to connect with younger

launching Celestial Ponies, a never-before-released ‘90s archival toy collection with Basic Fun! and debuted ‘80s and ‘90s remixes of its theme song for fans across generations to enjoy. The brand has also made a name for itself in fashion, accessories, footwear, and beauty, leaning into its retro ‘80s designs for new collaborations with Cakeworthy, Catrice, Erstwilder, Ground Up, KROST, and others.

Hasbro is also reimagining its classics for a modern audience with toys and

Top: My Little Pony Celestial Ponies (Basic Fun!)

Bottom: Poptaters (Super Impulse)

Left: Monopoly: Hasbro 100th Anniversary Edition (WS Game Company)

Source: Hasbro

classic Twister gameplay with augmented reality, and Furby’s new interactive modes resonate more with Gen Alpha kids. Even Hasbro’s iconic Mr. Potato Head, which helped revolutionize the toy industry as the first toy advertised on television in 1952, continues to resonate with kids and collectors. This year’s Poptaters launch with Super Impulse sees the familiar form factor applied to icons of pop culture spanning multiple licensed properties.

announced a strategic partnership with Xplored, an innovator in gaming technology, to transform board games through the integration of smart-sensing technology, artificial intelligence (AI), and dynamic multimedia content. The company is in the early stages of developing a new tabletop platform that integrates digital and physical play, and looks to unlock potential uses for this technology throughout its extensive

“Compounded with the increase in demand for digital entertainment and experiences, it’s important to value innovation while not losing sight of why so many kids and adults have such strong connections with their toys and games,” Kilpin says. “These experiences, bolstered by tech, are meant to be an extension of the brands and characters our fans already love, enabling new ways for them to create a lifetime of memories.”

“As the old adage goes, the only constant in life is change, so we anticipate that the toys and games industry will continue evolving to meet the needs of today’s consumer,” Kilpin explains. “However, to stand the test of time, it will be vital to stay true to brand history and provide authentic ways for fans of all ages to play and create impactful memories. Play isn’t just for kids anymore, and it’s important the products of the future can be enjoyed by adults, parents, collectors, and kids alike.”

portfolio of brands.

In location-based entertainment, Hasbro is working with SimGraphics to pilot its proprietary AI-Vactor technology for in-person experiences with Peppa Pig. Through the power of AI, traditional barriers between beloved characters and fans are eliminated and Peppa will be able to hold a conversation and directly engage with the audience. This technology will help break down the fourth wall that exists between viewers and content, creating truly unique experiences for fans.

Looking ahead to 2024, Hasbro plans to continue its celebrations in a big way to commemorate a number of brand anniversaries: Clue’s and Candy Land’s 75th, Dungeons & Dragons’ and Connect 4’s 50th, Transformers’ 40th, and Peppa Pig’s 20th. The company promises that next year will be jam-packed with licensing opportunities that lean into the nostalgia of these brands while offering fresh products and engaging experiences.

Nadia Velit is the Associate Editor at Adventure Media & Events where she writes for The Toy Book, The Toy Insider and The Pop Insider. She is always ready for a game of giant Jenga. In her free time you can find her curled up with a mystery novel or obsessing over The New York Times Spelling Bee although truthfully she would rather be at Hogwarts.

“Looking ahead to the next century of play, our purpose remains simple: create joy and community for all people around the world — one game, one toy, one story at a time.”

- Tim Kilpin, President of Toys, Licensing & Entertainment, Hasbro

G.I. Joe Classified Series G.I. Joe Assault Copter Dragonfly (XH-1)

MSRP: $274.99

Available: 2024

This 6-inch scale Dragonfly comes with an action figure of the latest G.I. Joe Classified Series recruit, William “Wild Bill” Hardy. Collectors can customize their Dragonfly with numerous detachable weapon accessories. The Dragonfly also features a functioning hoist, a rotating cannon, six blast effects, adjustable stabilizer wings, a rotating vertical tail wing, and more.

NERF Elite 2.0 Double Punch | Ages: 8+

MSRP: $34.99 | Available: Now

This motorized blaster has double barrels and double clips for double the fun. Two alternating barrels move back and forth as kids blast darts by holding down the acceleration button and pulling the trigger. The blaster comes with 50 foam darts and includes two 10-dart clips, so 20 darts can be unleashed in a row, as well as 10-dart onboard storage.

Peppa Pig Peppa’s Cruise Ship

Ages: 3+ | MSRP: $49.99

Available: Now

Peppa’s Cruise Ship features 13 accessories and three figures of Peppa Pig fan-favorite characters. The three-level cruise ship has lots of features for little ones to enjoy, including a ball pit, dinghy boat, and jungle-themed dining room.

Furby Interactive Toy | Ages: 6+

MSRP: $69.99 | Available: Now

Twister Air | Ages: 8+

MSRP: $19.99 | Available: Now

Go from the mat to the screen with Twister Air. This appenabled game features an augmented reality spin on the classic Twister in which the party extends to a player’s smart device. Players reach, clap, swipe, and strike crazy poses to music beats as they scramble to match their wrist and ankle bands to colored spots on the screen.

Transformers Studio Series Deluxe Transformers: Rise 105 Autobot Mirage | Ages: 8+ MSRP: $24.99 | Available: Fall 2023

This 4.5-inch tall action figure

Transformers: Rise of and converts from robot to Porsche 911 Carrera mode in 25 steps. The set includes a New York City Getaway removable backdrop scene for display and an arm cannon accessory that attaches to the Autobot Mirage figure in both modes.

Play-Doh All-In-One Creativity Starter Station

Ages: 3+ | MSRP: $49.99 | Available: Now

Kids can unleash their creative sides with this PlayDoh activity table featuring 15 accessories and six modeling compound colors. Flip the activity desk between two modes: The flat side gives kids a great place to explore their own creativity on the playmat, while the 3D side lets them explore the waterfall maker, vehicle, and animal tools.

Furby features more than 600 responses, including lights, sounds, and 10 unique songs. Kids can use five different commands — “Dance Party,” “Cop Cat,” “Tell My Fortune,” “Let’s Chill,” and “Lightshow” — to spark reactions from the fuzzy friend. Furby also responds to hugs, pats, belly tickles, shaking, and more. Kids can care for Furby by feeding it, combing its furhawk, and dressing it up.

ACTION FIGURES & COLLECTIBLES

HASBRO

1) Star Wars: The Black Series Action Figures

Ages: 4+ | MSRP: $24.99-27.99 | Available: Fall 2023

Kids and kidults can collect new waves of premium, 6-inch scale action figures inspired by the Star Wars Galaxy. New figures available this fall include Ahsoka Tano (Star Wars: Ahsoka), Luke Skywalker (Jedi Knight) and Darth Vader (Return of the Jedi, pictured), and more.

2) Marvel Legends Series Action Figures

Ages: 4+ | MSRP: $24.99 | Available: Now

The latest waves of 6-inch scale Marvel Legends Series action figures feature characters from Marvel’s Secret Invasion, including Nick Fury and Talos, alongside Captain Marvel, Photon, and Ms. Marvel (pictured) based on their appearances in Marvel Studios’ The Marvels.

3) Transformers Studio Series Leader Transformers: Rise of the Beasts 106

Optimus Primal | Ages: 8+ | MSRP: $54.99 | Available: Fall 2023

Featuring movie-inspired details and accessories, this figure stands 8.5 inches tall and features classic conversion between robot and gorilla mode in 34 steps. Kids and collectors can pose Optimus Primal against the included Peruvian Jungle Discovery removable backdrop scene for play and display.

Street Fighter II 6-inch Action Figure Assortment

Ages: 8+ | MSRP: $24.99 | Available: Now

This 1:12 scale action figure assortment includes Ryu, Chun-Li, and Fei Long, each inspired by their appearance in Street Fighter II. The figures come equipped with alternate hands, head, and action accessories. Each 6-inch figure comes in arcade style packaging with features inspired by the game.

Ahsoka Tano joins Star Wars: The Black Series. | Source: Hasbro

JAZWARES

1) Star Wars Micro Galaxy Squadron AT-AT Walker Ages: 8+ | MSRP: $59.99 | Available: Now

This 10-inch vehicle includes light-up laser cannons and a front viewport, articulated legs and head, and an opening cockpit. Kids can interact with the light-up command center, the troop bay, the speeder storage bay, and the troop deployment crane with retractable rope.

2) Pokémon Train & Play Deluxe Pikachu

Ages: 4+ | MSRP: $29.99 | Available: Now

This 4.5-inch figure features sounds, light-up cheeks, and has articulation in its arms, ears, and tail. Pokémon fans can hold interactive berries to Pikachu’s nose to trigger reactions and touch its head to reveal more than 50 reactions.

3) AEW Unrivaled Series 12 | Ages: 8+ | MSRP: $19.99 | Available: Now

Each wrestler in the Unrivaled Series features more than 25 points of articulation. Each figure includes interchangeable accessories specific to each character.

MATTEL

1) Minecraft Legends

Devourer Figure

Ages: 8+ | MSRP: $39.99

Available: Now

LEGO Minifigures Disney 100

Ages: 5+ | MSRP: $4.99

Available: Now

Disney fans can collect an array of favorite characters in LEGO Minifigure form. The collection includes Sorcerer’s Apprentice Mickey, Pinocchio, Jiminy Cricket, The Queen, Stitch 626, Pocahontas, Cruella de Vil & Dalmatian puppy, Miguel & Dante, Ernesto de la Cruz, Oswald the Lucky Rabbit, Robin Hood, Prince John, Tiana, Dr. Facilier, Queen of Hearts, Mulan, Aurora, and Baymax.

2) Jurassic World Camouflage ‘N Battle Indominus Rex

Ages: 4+ | MSRP: $49.99

Available: Fall 2023

Kids can bring the action of Minecraft Legends into the real world with this slime-spewing Devourer figure and in-scale 3.25-inchheroic Ranger.

This notorious hybrid villain from Jurassic World has a wide chomping attack controlled by its tail and button-activated camo-style lighting along its body.

3) WWE Elite Figure Assortment Series No. 105 | Ages: 8+ MSRP: $22.99 | Available: Fall 2023

The latest wave of WWE Elite action figures includes fan-favorite Superstars like Commissioner Foley, Cody Rhodes, and Hulk Hogan (pictured). Each figure features deluxe articulation, TrueFX detailing, and iconic accessories for kids and collectors.

ACTION FIGURES & COLLECTIBLES

MCFARLANE TOYS

1) Batman by Mitch Gerads 1:10 Statue Ages: 14+ | MSRP: $124.99 Available: Winter 2023

The latest addition to the Batman Black & White Statue line is based off of Mitch Gerads’ cover art for DC Comics’ Flashpoint: Beyond No. 1. It depicts The Dark Knight with one foot on top of some rubble with his cape billowing behind him.

2) The Joker Interrogation Room Gold Label Deluxe Set | Ages: 12+ MSRP: $39.99 | Available: Now

Based on the character’s appearance in Christopher Nolan’s The Dark Knight, this 7-inch-scale action figure of The Joker has 22 points of articulation. The set includes extra hands, a table, two chairs, an environmental backdrop, and a collectible art card.

BANDAI NAMCO TOYS & COLLECTIBLES AMERICA

1) Anime Heroes | Ages: 4+ | MSRP: $21.99 | Available: Now

The new additions to the Anime Heroes line include characters from Naruto and One Piece. Kids can re-create memorable moments from the shows or create their own adventures with these 6.5-inch action figures with 20 points of articulation and true-to-show details. Characters include Naruto’s Kakashi Hatake Fourth Great Ninja War (pictured) and Jiriaya and One Piece’s Brook. The figures come in manga-inspired packaging.

2) Ultimate Legends Demon Slayer | Ages: 4+ | MSRP: $16.99 | Available: Now

The Ultimate Legends line expands with three fan-favorite characters from the anime series, Demon Slayer: Kimetsu no Yaiba. Tanjiro Kamado (pictured), Zenitsu Agatsuma, and Inosuke Hashibira each stand at 5 inches tall with 27 points of articulation, allowing for a multitude of posing and display options. The detailed figures come in a collectible package with an art reveal inside the cover.

3) Dragon Ball Super: Dragon Stars | Ages: 4+ | MSRP: $21.99 | Available: Now

Two new figures — Super Yi Shinron (Omega Shenron) and Son Gohan Beast — join the Dragon Stars line. Each detailed figure comes with an additional two sets of hands and character-specific accessories for fans to display and play.

ACTION FIGURES & COLLECTIBLES

PMI KIDS’ WORLD

1) Piñata Smashlings Box | Ages: 6+ MSRP: $14.99 | Available: Now

This 4.5-inch tall figure includes a piñata stick accessory, two Smashlings, and a DLC code that grants in-game benefits in Roblox. The collection includes four Smashlings characters: Dazzle the Donkey, Luna the Unicorn, Mo the Tiger, and Sana the Panda.

2) Pudgy Penguins Figures 1 Pack

Window Box (S1) + Digital Experience

Redemption Code | Ages: 8+ MSRP: $12.99 | Available: Now

Each Pudgy Penguins NFTinspired figure comes with interchangeable accessories and a redeemable code for digital customizations. Kids can register their penguins, obtain rare traits, and trade traits on the Pudgy Penguins digital marketplace.

3) Among Us Mini Action Figures — Ejected Edition (6 Pack)

Ages: 8+ | MSRP: $13.98

Available: Now

The ejected edition features six 2-inch tall Among Us Crewmates with adjustable multi-point articulation. There are 12 figures to collect, and kids can customize their Crewmates with accessories from other figures in the line.

TOYMONSTER INTERNATIONAL

MOOSE TOYS

Beast Lab | Ages: 5+ MSRP: $79.99 | Available: Now

Kids can unleash a beast with this interactive, experiment-based playset that empowers them to create an electronic action figure. Using the included flask-style chamber and creation ingredients, kids can activate the lab and initiate the experiment with a simulated finger scan to begin a human-beast connection. Then, they can add the ingredients and crank up the pressure to start the reactions from the beast within, including crackling sounds, roars, flashing lights, bubbles, all while Bio Mist flows from the chamber. To give the figure power from the Pandemonium Crystal, kids then turn up the pressure dial and cap the chamber as it starts to bubble. When the alarms sounds, they can pull the emergency lever to drain the ingredients, then open the chamber to release the Bio Mist and the action figure — either a Mayhem Megashark or Havoc Hammerhead. Kids can activate battle mode and complete the human-beast connection by pressing the simulated finger scan on the beast’s chest plate, then attach its weapon and swing the beast back for a mighty Power

Jurassic Park Captivz Build N’ Battle 30th Anniversary Slime Egg 3-Pack

Ages 3+| MSRP: $12.99 | Available: Now

This set comes with triple the fun to celebrate three decades of Jurassic Park. It features dinosaur species from the original Jurassic Park film and a guaranteed rare baby dinosaur. Kids can crack the golden egg and dig through the stretchy, amber slime to reveal their collectible species, then build it to battle.

ACTION FIGURES & COLLECTIBLES

KLUTZ

LEGO Minifigure Photography | Ages: 7+ | MSRP: $24.99 | Available: Now

Kids will learn how to take great photos with LEGO Minifigures. Full of step-by-step photos, LEGO fans can make the most out of their own collections and imagine creative scenarios, whether they’re playing a game of ice hockey in the refrigerator, exploring their backyard, or going on an epic adventure.

SPIN MASTER

1) Hatchimals Alive Hatch Collectibles Collection

Ages: 3+ | MSRP: $4.99-19.99 | Available: Now

Kids can watch their pet hatch from its egg by adding water with the refillable bottle. The Hatchimals Alive Collection includes single packs, the Hatch n’ Stroll Playset, the Hungry Hatchimals Playset, and Hatchimals Alive Cartons.

2) Tech Deck 25th Anniversary Pack

Ages: 6+ | MSRP: $31.99 | Available: Now

This anniversary pack features eight decks and an exclusive sticker sheet. Kids can collect and play with boards featuring graphics and styles from original boards throughout Tech Deck’s history.

3) Wizarding World Micro Magical Moments

Ages: 6+ | MSRP: $3.99-12.99 | Available: Now

Fans can collect 15 1.5-inch figures inspired by the Wizarding World of Harry Potter. The figures come in single packs, multipacks, and scene packs, and each has a portrait-style frame.

SUPER7

My Chemical Romance

ReAction Figures Wave 1

(Danger Days — Unmasked)

Ages: 14+ | MSRP: $20

Available: November 2023

Super7’s latest music release celebrates the alter-egos of My Chemical Romance from their Danger Days album. Fans can collect 3.75-inch ReAction Figures of Party Poison, Jet-Star, Kobra Kid, and Fun Ghoul.

PURPOSE TOYS

Naturalistas Fade Collection

Greg: 12-inch Cultural Action

Figure and Fashion Doll

Ages: 3+ | MSRP: $12.99

Available: Now

This action doll celebrates Black barbers and represents Black male hair. Greg features a short Caesar haircut with a temple fade and comes in a blue t-shirt, straight-cut pants, white sneakers, and wears a brown messenger bag.

ACTION FIGURES & COLLECTIBLES

BOSS FIGHT STUDIO

1) Saurozoic Warriors Action

Figures | Ages: 8+

MSRP: $29.99 | Available: Now

BREYER

1) Portrait Model of Champion Racehorse Cody’s Wish

Ages: 8+ | MSRP: $54.99 | November 2023

Breyer’s latest horse collectible is a limited-edition 1:9 scale model of Cody’s Wish, the October 2021 winner at Churchill Downs. This thoroughbred racehorse is brown and has a white star on his forehead.

2) Seahearts | Ages: 4+ | MSRP: $5 | Fall 2023

Seahearts is a line of collectible seahorses, sea dragons, and sea unicorns made from recycled plastic. When dipped in cold water, each Seaheart reveals a message on its tummy and an icon on its cheek. Each 3.5-inch figure includes a coral or seagrass stand, two surprise sea pals, and a trading card with their personality and seahorse facts to encourage ocean conservation.

THE LOYAL SUBJECTS

This collection of action figures features anthropomorphic dinosaurs. Each figure comes with a spear, a blaster pistol, a knife, two smoke grenades, a gas mask, and armor.

2) Strawberry Shortcake

Action Figures | Ages: 8+

MSRP: $39.99 Available: Now

This collection of four action figures features Strawberry Shortcake, Orange Blossom, Lime Chiffon, and Huckleberry Pie, each sold separately. Each figure comes with an animal companion, interchangeable faces and hands, and other accessories.

1) TMNT BST AXN Krang XL + Comic Book

Ages: 8+ | MSRP: $39.99 | Available: Fall 2023

This 1:15-scale version of Krang stands 8 inches tall and features 31 points of articulation. Krang’s robot comes with an axe, a drill, a laser weapon, a katana sword, punching fists, and gripping hands. It’s packaged in a collector’s box with a garage-door flap secured by Velcro locks and includes a 100-page Best of Krang IDW Comic.

2) TMNT BST AXN Raphael Comic with Red Motorcycle

Ages: 8+ | MSRP: $49.99 | Available: Fall 2023

Inspired by the cover of IDW’s Teenage Mutant Ninja Turtles No. 110, this 1:15-scale version of Raphael is street-ready with his red motorcycle. He comes with an interchangeable head portrait with helmet and a translucent “burn out” accessory and motorcycle stand.

3) TMNT BST AXN Comic Heroes 5-inch Figures

Ages: 8+ | MSRP: $21.99 | Available: Fall 2023

These action figures of Leonardo (pictured), Michelangelo, Donatello, and Raphael are inspired by artwork from comic legend Mateus Santolouco and his work for IDW. Each figure is in the classic BST AXN scale (5 inches and up).

REKENNECT

RetroWorlds Playsets & Battle-Packs

Ages: 4+ | MSRP: $69.99-109.99

Kids and kidults can “lightspeed back to playtime” with this retro-inspired collection of modular playsets and accessories. Designed to pair well with most 3.75-inch action figures, each set features MagKennect, an integrated magnet system that makes for easy assembly and disassembly with no instructions. Two sets, Weather Dome (pictured) and Strong Point, are available now. A third set, Artillery, is coming soon. Action figures are sold separately.

VALAVERSE

Action Force 1:12-Scale Action Figures Collection

Ages: 13+ | MSRP: $29.99-44.99 | Available: Now

Action Force is a line of 1:12 (6-inch)-scale military-themed action figures, vehicles, and accessories. New figures include the SWARM Horde and Warpath Eclipse. Each figure comes with interchangeable hands, heads, and additional accessories. Action Force is also throwing it back to the 1980s with the first modern “mail-away” figure offering. Collectors can redeem 20 Action Points + $14.99 to receive a Covert Ops Condor action figure.

INVENTING THE FUN

Celebrating Toy of the Year Award-winning Inventors

by TRINA MCFARLAND, Owner and General Manager, TinkerTini

Not so long ago, the concept of open innovation in the toy and game industries didn’t exist. The working relationships companies had with inventors weren’t something that was openly discussed or celebrated. But times change and so does the perception of how a company’s capabilities are measured, especially when it comes to innovation.

Partnerships with inventors are now a critical component for any company with an eye on a long-term plan for success. The toy business now openly welcomes, supports, and celebrates our inventors unlike any other industry — and we should! Inventors have always been a part of the toy business DNA. They’ve been faithful industry companions that ride with us on the collective — and sometimes volatile — waves of business, industry, economy, and most recently, a global pandemic and its unpredictable ripple effects.

Despite the highs and lows of the business and a varying appetite for new product ideas from major companies over

the years, inventors consistently create and offer options that can become the next big brand. These ideas can bring characters and stories to life in new ways, and inventors can step in when great company-generated ideas need expert execution to get them to the finish line.

the award-winning concepts they have created or supported over the years. They may not have received an actual TOTY Award themselves as the inventor, but they sure do deserve one!

Please join me in honoring our courageous and resilient toy business friends. And, the next time you see them, give them a long overdue congratulations and “thank you” for being such an important part of our toy industry story. 

OVERDUE HONORS

Given that The Toy Foundation’s Toy of the Year (TOTY) Awards are finally back home in New York City for the first time since 2020, now is the perfect time to celebrate our industry’s inventors and

Trina McFarland is the owner and General Manager of TinkerTini, a full-service inventor relations agency founded in 2018. In 2020, she launched Tinkerly, a first-of-itskind innovation platform for managing external innovation outreaches, connecting more than 500 global inventors with toy and game manufacturers and licensors. Her path to inventor relations began at Disney in 2004, where she created and launched the first licensor-driven Inventor Outreach program. She then went on to manage inventor relations for JAKKS Pacific, Fisher-Price, and Mattel.

The 3Doodler Start Essentials 3D Printing Pen was the 2017 Rookie of the Year TOTY Winner.

Source: WobbleWorks

Behind the Invention: Pictionary Air (2020)

Pictionary Air had an interesting journey to becoming a product. The first sketch (back in 2011!) was for a device you’d plug into your TV and players would draw in the air and have it show up on screen. For this version, we had concerns about cost and complexity. At that time we were in the middle of designing several kids’ iPhone apps so we quickly evolved the concept to being “iPhone enabled” through an app. We had also just hired our first software engineer and on his first day of work we gave him this project to explore. When we played his first prototype we knew right away it had the right DNA to be successful — the technology was inexpensive but magical and it was super fun to play. It made drawing less threatening, more physical, and lots more fun. Plus it had a natural “sharable moment” that could help drive marketing and popularity.

Interestingly though, when we started showing clients in late 2011 they were scared off by using the phone at all. One client even said “This is a great idea but it’s before its time,” and it turned out he was right! We continued showing (13 different clients passed on it!) and improving the idea for the next seven years before Mattel eventually fell in love with the concept and decided to make it.

Once we knew they loved it we did lots of hardware and software design, experience design, usability testing, and gameplay work to help Mattel create a great product. We’re thrilled with the end result and the item continues to sell well into its fourth year on the shelf.

— ADAM SKAATES, Partner & Managing Director, IDEO Play Lab

Thank you to The Toy Association for supporting inventors and for providing historical TOTY information to support this research and documentation effort. Please report any change requests to: info@tinkertini.net.

CONGRATULATIONS TO THESE INVENTORS ON THEIR TOTY WINS!

• 2022 Crazy Bunch O Ballons

ZURU, Josh Malone

• 2022 A Game of Cat and Mouth

Exploding Kittens, Mikkel Bertels

• 2021 Story Time Chess

Tyler Schwartz and Jon Sieber

• 2020 Pictionary Air | Mattel, IDEO, & Sound Machine

• 2019 Cool Maker KumiKreator

Spin Master, FUSE

• 2018 Disney Junior Minnie’s Walk and Play Puppy Just Play, Bang Zoom Design & SG Labs

• 2018 Soggy Doggy

Spin Master, Ulco Toy & Game Co

• 2017 3Doodler Start Essentials Pen Set WobbleWorks, Maxwell Bogue and Peter Dilworth

• 2017 Hatchimals

Spin Master, Shoot the Moon

• 2015 Gravity Maze | ThinkFun, FUSE

• 2015 Simon Swipe | Hasbro, KID Group

• 2015 Zoomer Dino | Spin Master, G2 Inventions

• 2014 Zoomer | Spin Master, G2 Inventions

• 2014 Boom Boom Balloon | Spin Master, Frans Rookmaker

• 2013 Rainbow Loom | Choon’s Design, Cheong Choon Ng

• 2012 Fijit Friends Interactive Figures

Mattel, Shoot the Moon

• 2011 The Sing-a-ma-jigs | Mattel, Ron Magers

• 2009 Elmo Live | Fisher-Price, Shoot the Moon

• 2009 Bananagrams

Abraham and Rena Nathanson

• 2009 Bakugan Battle Brawlers Battle Pack

Series 1 Spheres | Spin Master, Shelly Goldberg, Matt Lazich, Aldric Saultier

• 2008 Smart Cycle Physical Learning

Fisher-Price, Christian Hölljes

• 2008 Rubik’s Revolution

Techno Source, REHCO

• 2008 Power Tour Electronic Guitar

Tiger Electronics, KID Group

• 2007 TMX Elmo | Fisher-Price, Lund & Co. Invention

• 2005 Peek-a-Blocks IncrediBlocks

Fisher-Price, Shoot the Moon

• 2003 Hokey Pokey Elmo | Fisher-Price, Bang Zoom Design

• 2001 Cranium | Richard Tate and Whit Alexander

2020 Game of the Year, Pictionary Air | Source: Mattel

CONSTRUCTION

FAT BRAIN TOYS

Trestle Tracks Pro | Ages: 8+ | MSRP: $99.95

Available: Now

For the ultimate Trestle Tracks experience, this new set comes with an overabundance of cubes and tracks a variety of new trick tracks that catch, release, bounce,

Shape Expansion Packs | Ages: 3+ | MSRP: $49-89

Available: Now

Kids can build 2D and 3D designs with this collection of magnetic construction tiles. These expansion packs feature three different color schemes — clear, pastel, and rainbow — and come in 24-, 48-, and 36-piece sets, respectively.

MARIOINEX

1) Mini Waffle City Street | Ages: 5+ MSRP: $74.99 | Available: Now

This building set is designed to look like a street intersection, complete with cars, pedestrians, and light posts.

2) Mini Waffle Space Base | Ages: 7+ MSRP: $149.99 | Available: Now

This 618-piece set comes with instructions to build four space crafts with a moon base.

3) Mini Waffle Adventure Secret Cave | Ages: 5+ MSRP: $39.99 | Available: Now

This building set creates a waterfall with a cave underneath. Kids can also interact with the set with included figures and accessories including a tent, a canoe, and more.

MAGFORMERS

Mystery Spin Set 40 Pieces

Ages: 3+ | MSRP: $84.99 Available: Fall 2023

This construction set is based on fundamental shapes that kids use to build. The set includes triangles, squares, rectangles, wheels, a spin connector, and more.

SQUAREGLES

1) Yeti Yikes! Ski Mountain | Ages: 4+ MSRP: $69.99 | Available: Now

This magnetic set includes 37 pieces to build a mountaintop slope. Kids can read the included comic to meet the mysterious Yeti and learn more about the mountain.

2) Erggs’ Crash Arena | Ages: 4+ | MSRP: $74.99 Available: Now

This magnetic set includes 47 pieces kids can use to make a crash arena for races. The included comic features the Erggs, the Oggs, and their racing challenge.

TREFL

Brick Trick Harry Potter | Ages: 8+

MSRP: $29.99-44.99 | Available: Fall 2023

Kids can build famous structures and objects from the Harry Potter series using natural bricks, real wood, and cardboard decorative elements. The line includes The Great Hall, The Burrow, Hagrid’s Hut, Gringotts Wizarding Bank, Long Gallery, and the Clock Tower.

MAGNA-TILES

1) Magna-Tiles Downhill Duo 40-Piece Set

Ages: 3+ | MSRP: $69.99 | Available: Fall 2023

In just a few clicks, kids can turn their build into a downhill adventure. This set includes new ramps, roads, Dasher vehicles, classic tiles, and magnetic figures and is compatible with other Magna-Tiles products.

2) Magna-Tiles Xtras: Roads 12-Piece Set

Ages: 3+ | MSRP: $29.99 | Available: Fall 2023

Kids can connect their Magna-Tiles worlds with these multi-purpose compatible pieces. This set includes both square and curved road pieces for a variety of building options.

3) Magna-Tiles Dashers 6-Piece Set

Ages: 3+ | MSRP: $29.99 | Available: Fall 2023

These toy vehicles are designed to easily ride along traditional magnetic tile squares and race down newer ramp and road pieces. The Dashers are compatible with other Magna-Tiles sets and are designed to be easy to use, so kids can learn physics basics without frustration.

ELENCO

1) Snap FM Radio | Ages: 8+ MSRP: $19.99 | Available: Now

This entry-level Snap Circuits STEM kit encourages hands-on learning as kids build their own FM radio. It offers four different projects that kids can complete to learn about radio waves, amplifiers, and more.

2) Snap Circuits Flight Deck

Ages: 8+ | MSRP: $19.99

Available: November 2023

This kit teaches kids how planes fly, how electricity works, how to create and launch paper airplanes, and about aerodynamics. It contains six different STEM projects and easy-to-follow directions so that kids can work independently and confidently.

LUKI LAB

Pinxies Unicorn Creation Studio

Ages: 6+ | MSRP: $19.99

Available: Fall 2023

The 80-piece set includes colorful plastic building links, detailed graphic paperboard panels, and gem stickers that kids can combine to create and decorate 10 unicorns. This Unicorn-themed building set is compatible with Luki Lab’s existing line of Pinxies building sets.

MATTEL

MEGA Forest Pokémon Center | Ages: 8+ MSRP: $79.99 | Available: Now

An iconic location from the Pokémon video games is now a 648-piece buildable construction set featuring four familiar faces. After building the set, kids can turn the crank to see Chansey dancing, Pikachu and Eevee playing peek-a-boo, and Togepi opening the door.

BLUE MARBLE

National Geographic Epic Forts | Ages: 4+ MSRP: $49.99- 129.99 | Available: Now

Kids can construct their own forts with these kits, which come in various sizes. Each kit comes with bendable Flex-Tech connectors, two different pole lengths, sheet clips, and rigid connectors that kids can use separately or combine into an 18-point ball.

LEGO

1) LEGO DREAMZzz Mateo & Z-Blob the Robot | Ages: 7+ MSRP: $19.99 | Available: Now

This 237-piece set is based on the LEGO DREAMZzz series. Kids can transform Z-Blob into a sleek robot to help Mateo rescue Jayden, who’s been kidnapped by a nightmare monster.

2) LEGO Disney “Up” House | Ages: 9+ MSRP: $59.99 | Available: Now

Part of Disney’s 100th-anniversary celebration, this 598-piece set features a detailed section of the house from the movie Up and includes a chimney and balloons, two LEGO minifigures of Carl and Russell, a LEGO figure of Dug the dog, a wilderness explorer backpack, and an adventure book.

3) LEGO Friends Heartlake International School | Ages: 8+ MSRP: $99.99 | Available: Now

While building this 985-piece, school-themed set, kids can discover lots of new classes and cultures. Each of the classrooms is filled with lesson-themed accessories. The set features a modular design, so kids can reconfigure the school’s layout.

INFLUENCER MARKETING IN THE DIGITAL AGE

An Inside Look at Marketing in Today’s World

by KASSANDRA O’BRIEN, Senior Vice President of Marketing, ChizSix Marketing & Media

When I say “influencer marketing,” 95% of people will understand what I mean, and 75% of you probably wish you were an influencer. But, this wasn’t always the case. Picture this: It’s the 1990s, and your go-to PR move was faxing over a hard copy of your piece in The New York Times. Now fast forward to the present, and you’re direct messaging an 18-year-old TikTok dancer hoping they can bring your new toy or game to virality.

Welcome to influencer marketing in the digital age, folks! I’ve worked on hundreds of influencer campaigns over the last 10 years, and here are a few things to note:

MACRO- TO MICRO-INFLUENCERS

Gone are the days when celebrities were the only influencers on the block. Now that the digital age has leveled the playing field, anyone with a smartphone and a bit of charisma (an adorable dog doesn’t hurt) can become an influencer. Deciding whether to opt for micro- or macro-level influencers depends on budget, messaging, overall goal, and what makes the most sense for your brand. Additionally, you’ll want to look at every possible avenue you have to leverage their content: Does it allow for social repurposing, digital ads, or point of purchase? These factors can be game-changers when it comes to amplifying your campaign.

AUTHENTICITY IS KEY

One of the primary reasons influencer marketing has thrived in the digital age is its inherent authenticity. While traditional advertising can sometimes feel forced, influencers have mastered the art of seamlessly integrating promotion into

the content their followers already love. When a beauty influencer shares their skincare routine featuring a particular product or a travel influencer showcases a hotel stay, it doesn’t come off as hard of a sell as the 30-second unskippable ad that came before it. Instead, the advertisement is relayed and perceived as a trusted recommendation.

we also need to look for engagement. Someone can have 1 million followers, but if their channel is only getting 10 likes per post, their content is not resonating. More often than not, choosing a smaller influencer with 20,000 followers and an engagement rate of 5% can get you the most bang for your buck! It shows their audience is clearly more engaged, and it might reflect a stronger sales ROI.

FINDING THE RIGHT FIT

Aligning a brand with the right influencer can feel like online dating. Sometimes, you find the perfect match, while other times, you end up stuck with a catfish only in it for freebies. But every once in a while, an odd pairing creates the most memorable campaigns. Think ice cream brands partnering with fitness fanatics: “Eat this pint; then do three burpees.” It’s all about balance and finding something that will pop!

THE ERRORS IN EARNED

Over the years, I have seen it all when it comes to sampling influencers on an earned basis. Anyone who has can relate to sending products and watching in horror as brand names are mispronounced or showcased in every way but the way they should be. But even then, those faux pas can still end up creating buzz. Because in the digital age, perfection is passé, and relatability reigns supreme. Except when it comes to selfies — then it’s all about that Valencia filter.

LET’S TALK ENGAGEMENT

It’s one thing to have a large follower count (the more eyeballs, the better), but

To sum it up, you’ve gotta roll with the digital punches. Influencer marketing in the digital age is a wild, ever-changing ride for us PR folks. One with a constant gamble of hilarity, facepalms, and those golden moments when a campaign goes viral for all the right reasons. And while we might reminisce about simpler times of press releases and newspaper clippings, there’s no denying the power and reach of a well-placed influencer post. 

Kassandra O’Brien leads ChizSix as Senior Vice President of Marketing & Communications. For

more than 10 years, she has developed and executed PR and marketing programs across toys, collectibles,

gaming, entertainment, and more.

Influencers Emma & Olivia from a 2023 campaign for PMI Kids’ World’s Pudgy Penguins | Source: ChizSix

3 COMMON MISTAKES TOY CREATORS MAKE How to Make Sure Your Invention Is a Success

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

Alot of people think the toy industry is like the movie Big starring Tom Hanks, and while there are many fun-filled days playing, brainstorming, and trying to come up with the next big thing, most days are focused on more mundane (but still important) things — which includes legal.

Many think legal is intimidating and overwhelming, but it doesn’t have to be. Having a basic understanding of the legal aspects can give you the edge and the confidence you need to succeed. So you don’t have to learn the hard way, here are three common mistakes that toy creators make:

MISTAKE NO. 1: NOT KNOWING HOW TO PROTECT IDEAS PROPERLY

Whether you’re making a prototype or character illustrations, or you’ve come up with a cool brand name, you’re creating something that’s worth protecting. Once you create something, what’s going to help stop people from copying you? What’s going to allow you to make money from your creations? It’s intellectual property (IP). For product creators, the three main types of IP for consideration are trademarks, copyrights, and patents.

Knowing the basic differences between these three types of IP is key to being able to identify what you can protect for your creation. I’ve seen this over and over again: Someone files a copyright thinking the name will be protected when what they really meant to protect was the trademark. By the time they figure out they protected the wrong thing, someone else has already taken the name. Understanding how to protect your creation properly helps to set you up for success.

MISTAKE NO. 2: SIGNING CONTRACTS WITHOUT KNOWING WHAT THEY REALLY SAY

I’ve seen people sign a contract thinking it says one thing only to learn it says something completely different. For example, someone unfortunately signed away their IP rights when they thought they were actually keeping their rights because the document was called a “Licensing Agreement,” and they thought that automatically meant the IP owner keeps their rights. But it doesn’t matter what a contract is called, what matters is what it says.

Similarly, when you hear “NDA” you probably think the contract is going to protect you and prevent someone else from using your ideas without your permission, but that’s not necessarily true. For example, most big toy companies make you sign an NDA before they allow you to submit anything because they want to protect themselves. Those NDAs usually say that they may be working on a similar product to yours and that you agree you have no claim against them if they wind up selling something similar to what you presented. So, protect yourself by protecting your IP. I recently read one of those big company NDAs that recommended inventors protect their IP before submission — and that’s exactly right! Remember: A contract is legally binding, so you should know what you’re signing.

MISTAKE NO. 3: NOT KNOWING THE BEST WAY TO MAKE MONEY

Your creation is ready for primetime, so what’s next? There are three main ways to make money from your ideas: licens-

ing, manufacturing, and selling the IP outright. There’s a big difference between the three, and each has its own legal (and business) risks and rewards.

Here are the basics:

• Licensing: This option usually involves less risk overall because you’re not manufacturing and selling the product yourself, but also less reward because you’ll be making a small percentage of sales (royalty).

• Manufacturing: This option usually involves more risk overall because you have to do everything from sourcing to production, compliance, etc., but you should make more money than if you licensed your creation.

• Selling: With this option, you are giving away your IP, but the question then lies in whether you will get paid upfront and/or continue to get paid when products are sold.

Understanding the details of each can really help you figure out how you want to make money from your ideas, and more importantly what you need to plan for along the way. Avoiding these three common mistakes can save you time, money, and possibly your ideas.

Stephanie Pottick is a U.S. attorney and course creator who has worked on the business side of the toy industry dealing in product creation, protection, and licensing, allowing her to understand them from both the business and legal perspectives. Her passion is to educate creators so they can protect, launch, and license with confidence. Email her at contact@protectforsuccess.com.

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

From Elephants and Blizzards to the Grinch and Beyond

by CHRIS BYRNE, The Toy Guy, President, Byrne Communications

Once upon a time in the great, big city, a magical transformation happened. For more than two weeks every winter, it seemed like everywhere you went, the city was all about toys and play. People came from all over the world. There were gigantic, dazzling balls every night and news of what was coming to delight children spread throughout the country.

It may sound like a fairytale, but that’s pretty much the way it happened during what one might call the “golden age” of the American International Toy Fair, as it was called then. For 40 years from 1960 to 2000, the Toy Center at 200 Fifth Avenue played host to the international toy industry, and it was a big event. Toy companies started moving into the building in 1949 after World War II, but it wasn’t until 1960 that the building exclusively housed toy companies.

During those years Toy Fair ran between two and three weeks, and industry veterans recall being booked solidly with appointments. Of course, there were many smaller accounts all doing their own buying at the time, so the traffic at 200 Fifth and the adjacent 1107 Broadway was nonstop. Buyers and media people knew

which showrooms had the best lunches — and the best cocktails at 5 p.m. There were incredible parties every night, and show attendees would do everything in their power to get a coveted invitation to such events as the Jurassic Park launch at The Museum of Natural History, or to Universal’s celebration of How the Grinch Stole Christmas when the entire 26th Armory was transformed into an elaborate Whoville, where Ron Howard and Jim Carrey showed up, and guests drank and talked as snow fell indoors. That extravaganza in 2000 turned out to be one of the last major parties of its kind in this era.

Toy people filled the hotels, and the Waldorf-Astoria even flew the Mattel flag out front during the time that everyone was there. The elevators at the Toy Center couldn’t accommodate the crowds, so the stairwells were always full as people rushed between meetings. National media broadcast from the lobby or showrooms, and it wasn’t surprising to run into a celebrity — or 10 — brought in to help promote a toy.

Every cab driver knew it was Toy Fair; there were ads everywhere, and the street outside the Toy Center was filled with activities, stunts, displays, monster

trucks, and even wild animals — all in an attempt to lure buyers and media, not to mention crowds of curious onlookers, some of whom came every year. It was truly as if the circus had come to town.

PR wizard Barry Schwartz (really, there’s no other word for him) was front and center staging events during all those years. One of his great Toy Fair memories is spraying body outlines all around the Toy Center to promote an Ideal game called Murder to Go. He and his team were out in the streets in the middle of the night to avoid traffic and detection. Nonetheless, the police came, but Barry charmed them so easily, they laughed and enjoyed the joke. Nobody went to jail. Schwartz also recalls that these stunts didn’t have to cost a lot of money. For the price of a body outline stencil and a can of white spray paint, nobody entering the Toy Center would miss it.

Schwartz also remembers an event that was far more elaborate but made the news worldwide. In 1988 with the launch of Playmates Toys’ Teenage Mutant Ninja Turtles, the turtles themselves emerged from the sewer in front of the Toy Center.

One of the all-time great stunts, however, was in 1960. Lynn Pressman, who

had taken over running Pressman Toys alone after her husband Jack had died a year previously, brought a baby elephant to the Toy Center. Intended to promote a line of memory games (because an elephant never forgets), it was probably the only thing that could upstage Lynn, known for her stylish hats, her love of the business and always working with a favorite client, Oklahoma Tire.

Pressman was also known as the place to get a hot dog for lunch. The cart set up in their showroom was a staple for many years. Jim Pressman remembers that the Walmart buyer would pay him one dollar for the hot dog, since company policy prohibited accepting gifts from vendors. (Not everyone was as scrupulous, but those stories are best left untold.)

Bob Moog, president of University Games, recalled that when he first came into the industry in 1985, they were on such a tight budget that they would scavenge the stairwells looking for discarded display units and materials they could repurpose. As he says, the bigger companies could afford to redesign their showrooms every year, but he could not. When they acquired Colorforms in 1998, he inherited a showroom right by the bridge between

200 Fifth and 1107 (it came down a few years ago), a prime location that virtually everyone in the industry had to pass by every day.

Michele Litzky remembers working with Christie Brinkley on Matchbox’s Real Models and Magic Johnson for Cap Toys’ Double Jam Electronic Basketball. When Johnson arrived at Toy Fair the day after he’d been named MVP in the NBA All-Star game, they had to lock the doors to keep the crowds at bay.

It was also a time of titans. Look at the Toy Industry Hall of Fame, and you’ll see names who weren’t just successful executives, they were the industry all-stars of the era. Charles Lazarus (Toys “R” Us), Alan and Stephen Hassenfeld (Hasbro), John Amerman and Jill Barad (Mattel), Neil Friedman (Lionel Leisure, Tyco, Mattel), Tom Kalinske (Mattel, SEGA, LeapFrog), are just a few of the iconic leaders that spoke not only for their companies but for the industry as a whole, and they shaped it for decades. In many cases, their impact is still being felt.

Is Toy Fair still fun? Of course it is! That will never change, though it will probably never again be the citywide,

nationwide, and worldwide event it was during the golden age. This year, if you run into someone who’s been in the business a while, ask them for their favorite Toy Fair tales. You’re sure to be amazed and amused.

…And don’t get me started on all of the Toy Fair blizzards. 

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

Left: A Toy Fair party at the legendary Fifth Avenue Club (200 Fifth Ave) in 1960 | Source: Jim Pressman

Top: Lynn Pressman escorts an elephant into the Toy Fair showroom | Source: Jim Pressman

Right: A clipping from a 1985 issue of The Toy Book highlighting a stunt from Ideal (CBS Toys)

ARTS, CRAFTS, & ACTIVITIES

Color Wonder Fingerprint Activity Book | Ages: 3+

This finger painting set causes no mess. Kids just dip their fingers in water and the color they’re using in the paint tray to create fingerprint art.

1) Craft Your Own PomPom Purse

Ages: 6+ | MSRP: $17.99 | Available: Now

3DOODLER

3Doodler Flow 3D

Printing Pen Set

Ages: 14+ | MSRP: $79.99

Available: Fall 2023

Kids can draw in 3D using this 3D printing pen. The set comes with eight spools of filament and access to an app that has stencils and tutorials.

This purse is big enough to hold multiple items and can be worn crossbody or carried with a short handle. Kids can make it into a fluffy multicolored purse by pushing yarn through a pre-formed lattice and then stitching it together once complete, practicing their fine motor skills.

2) Decorate Your Own Gemstone Jewelry Box

Ages: 6+ | MSRP: $15.99 | Available: Now

Kids have full creative control over the design of this sparkly gemstone jewelry box. The kit comes with a wooden box with a clasp, PVA glue, and gemstones in three colors.

3) Craft Your Own Mosaic Frame | Ages: 6+ | MSRP: $15.99

Kids can create a colorful photo frame with this craft kit. It comes with a wooden frame, mosaic pieces, and plaster powder that kids can assemble as they wish to create unique designs.

Kids can use their fingers for mess-free painting with this new set. | Source: Crayola

ARTS, CRAFTS, & ACTIVITIES

PLUS-PLUS

1) Axolotl Tube | Ages: 5+ MSRP: $7.99 | Available: Now

These amphibians only live in two lakes in Mexico, but now kids can bring home an axolotl of their own with this 70-piece tube. Kids follow the enclosed instructions to build their creature, then turn the lights out to watch it glow in the dark.

2) Learn to Build Big Activity Set

Ages: 2+ | MSRP: $44.99 | Available: Now

Little ones can practice patterns, colors, counting, and shapes with this set. It includes 10 cards and more than 100 pieces, and is packed with games like dominoes, bowling, and tic tac toe.

THAMES & KOSMOS

1) Ooze Labs | Ages: 6+ | MSRP: $19.95 | Available: Now

Kids will discover the inner workings of the human body as they use the toy forceps to carefully remove the squishy organs, muscles, and bones from the clear body shell. Budding biologists can examine, learn, and display.

2) Spy Labs Incorporated: Listening Device

Ages: 8+ | MSRP: $17.95 | Available: Nov. 2023

Young spies can reach for this Listening Device to supercharge their hearing abilities and hunt for evidence. The Listening Device is perfect for eavesdropping on conversations and surveilling suspects. Its directional microphone amplifies sound so kids can stay undetected while investigating.

BLUE MARBLE

1) National Geographic Hobby Series Pottery Wheel

Ages: 8+ | MSRP: $139.99 | Available: Now

This pottery wheel set makes creating with clay easy. Kids can make their own pottery with the spinning wheel and the tool arm that makes centering and opening simple.

2) National Geographic Space Nightlight Craft Kit

Ages: 8+ | MSRP: $16.99 | Available: Fall 2023

Kids can create a space-themed night light with this kit that comes with more than 1,000 gems. The included light features eight selectable color modes and three dimness settings

3) National Geographic Clay Dinosaur Modeling Kit

Ages: 4+ | MSRP: $16.99 | Available: Fall 2023

Kids can shape clay over five included dino skeletons and create their own one-of-akind designs with this kit. It comes with five clay colors, a sculpting tool, and googly eyes.

ARTS, CRAFTS, & ACTIVITIES

CHOON’S DESIGN

1) Rainbow Loom Loomies 4pk DIY Characters

Ages: 7+ | MSRP: $11.99 | Available: Now

With a frame, rubber bands, and easy-to-use tools, kids can create their own collectible Loomies figurines. Each Loomies figurine comes with interchangeable themed accessories for customization.

2) Rainbow Loom Beadmoji Deluxe Kit

Ages: 7+ | MSRP: $19.99 | Available: Now

These unique beads feature fun messaging and icons so that kids can tell a story across a wide variety of trendy themes. Tweens can create stylish and original accessories for everyone. Beadmoji kits feature a speed loom and dual hook so kids can create bracelets twice as fast.

SIMPLAY3

Creative Kids Art Desk | Ages: 2+ MSRP: $99.99 | Available: Now

This art desk features storage for kids’ art supplies, a stool, and a surface to work on. The set also features ridges and other textures for young ones to explore while they get creative.

KLUTZ

1) The Ultimate Clay Bead Book

Ages: 8+ | MSRP: $24.99 | Available: Now

Tweens can learn the techniques for making more than 15 different types of beads, such as letter beads, canes, millefiori, and more, and then string finished pieces on one of two colors of included elastic cording.

2) Sew Mini Cute Things

Ages: 10+ | MSRP: $22.99 | Available: Now

Tweens can stitch and stuff adorable plushies like a calculator, camera, and bag of chips. Beginners will find everything they need, including a 48-page book with step-by-step instructions, tips, and supplies to get started such as sewing patterns, stuffing, two embroidery needles, and more.

3) Easy to Carve Wax Animals

Ages: 7+ | MSRP: $24.99 | Available: Now

Kids choose from eight cute animal figurines to carve a bear, cat, bunny, fox, frog, mouse, owl, or penguin. After choosing a base color from three wax blocks designed for first-time sculptors, kids can carve a basic animal shape. Five colors of su per-soft wax add details and personality.

ARTS, CRAFTS, & ACTIVITIES

MAKE IT REAL

1) Party Nails | Ages: 8+ | MSRP: $24.99 | Available: Now

Kids can create up to 500 glittery party nails by choosing from five colors of glitter, applying the Sparkle Primer, then inserting their finger into the Sparkle Spinner. The included glitter is biodegradable, and the glitter pods make for mess-free styling.

2) Mini Pottery Studio

Ages: 8+ | MSRP: $29.99 | Available: Now

This kit includes all the tools kids need to make miniature pottery masterpieces, and also serves as storage when they’re finished. Kids can create up to 10 projects using natural air-dry clay. Beginners can use the included templates, while more skilled artists can remove the dome to freestyle creations.

3) Cerealsy Cute!! Kelloggs DIY Bracelet

Ages: 8+ | MSRP: $12.99 | Available: Now

Using the included bowl and spoon, kids place the pouch in water and watch as it dissolves to reveal mystery bags. Each kit contains everything needed to make four Kellogg’s Froot Loops, Frosted Flakes, or Rice Krispies-themed bracelets, including cords, charms, and colorful beads.

CREATIVE KIDS

1) Play-Doh Air Clay | Ages: 3+ MSRP: $3-20 | Available: Now

Play-Doh Air Clay is a non-bake moldable compound kids can use in art projects and other activities. The latest additions to the Play-Doh Air-Clay line include Play-Doh Air Clay Crunchy Clay that crackles when molded, a multipack with some of each of the six colors, and a 40-ounce tub of white Play-Doh

2) Sense & Grow Collection

Ages: 5 MOS+ | MSRP: $3-24.99 Available: Now

This collection of sensory toys is designed for infants, toddlers, and preschoolers and offers different textures including sand, slime, elastic, and more.

U.S. TOY CO.

1) Extreme Fossil Dig (Horizon Group USA)

Ages: 8+ | MSRP: $39.99 | Available: Now

Kids can dig up and identify 18 real fossils using this playset. The set also features four bonus games: Fossil Bingo, Fossil Facts, Prehistoric Times, and Extinct or Not.

2) D.I.Y. Infinity Jewelry (Horizon Group USA)

Ages: 8+ | MSRP: $29.99 | Available: Now

Tweens can design friendship bracelets that are built to size using this set, which includes charms, chains, and more.

ARTS, CRAFTS, & ACTIVITIES

EDUCATIONAL INSIGHTS

Playfoam Combo 8-Pack | Ages: 3+ | MSRP: $9.99 | Available: Now

Kids can sculpt and shape the eight included colors of Playfoam to stimulate their senses, express their creativity, and more.

THE DR. LISA COMPANY

(FORMERLY WORLD OF EPI)

Fresh Inspirations

Coloring Books

Ages: 8+ MSRP: $7.99

Available: Now

SMART TOYS & GAMES

Creagami | Ages: 7+

MSRP: $9.99-19.99 | Available: Fall 2023

Kids can build intricate sculptures with the Creagami kits, which follow the traditional rules of the Japanese art form of origami. Each set comes with pre-cut paper and requires no glue. The sets are available in small, medium, and large sizes, and different themes, including the Peacock set (pictured) which contains more than 500 pieces.

BOOGIE BOARD

This collection of coloring books was created with designs to reduce anxiety and encourage creativity. There are five coloring books, each containing 64 pages of diverse artwork and intricate designs.

1) Magic Sketch Glow | Ages: 4+ | MSRP: $29.99 | Available: Now

Boogie Board’s Magic Sketch collection now features this mess-free glow-in-the-dark play option. With the lights on, kids can use the included stylus to reveal Colorburst writing when drawing freestyle or tracing with the product’s eight included templates. With the lights off, kids can use the included Magic Light Pen to make creations glow in the dark.

2) Magic Sketch Creativity Kit

Ages: 4+ | MSRP: $34.99 | Available: Now

This kit features a new clear storage bag to keep all of kids’ Magic Sketch essentials in one spot. It includes a mess-free reusable, template-friendly Colorburst drawing board; 18 templates; and two additional styluses. Kids can use this kit for screen-free sketching, practicing letters, or playing games by sliding the included templates behind the drawing tablet, and then can clear the tablet completely with the push of a button.

ARTS, CRAFTS, & ACTIVITIES

BASIC FUN!

Lite-Brite Touch | Ages: 6+ MSRP: $29.99 | Available: Fall 2023

Kids can press the color-changing buttons

FAT BRAIN TOYS

Hey Clay | Ages: 3+

MSRP: $19.95 | Available: Now

Hey Clay features sculpting tools and 3D step-by-step instructions to help kids build artistic masterpieces. The Ocean Creatures set features an octopus, shark, eel, and more. Forest Animals includes what’s needed to build six animals, such as a wolf, a fox, a

Ages: 8+ | MSRP $19.99 | Available: Now

This kit features science-based, do-it-yourself activities with a lava lamp theme. Kids can experiment with their choice of colors to explore and create a bubbling, mixing eruption. They can use the detailed volcano chamber as a display piece when not in use.

Sew & Play Unicorn | Ages: 6+ MSRP: $24.99 | Available: Now

Kids can sew a unicorn using the plastic needle and pre-cut pieces. After arts and crafts time, kids can press the buttons to hear songs about colors and imagination and see the unicorn’s horn, cheeks, and hips light up.

TOMY

Little Spot Mix & Match

Ages: 3+ | MSRP: $15.99 Available: Fall 2023

This kids’ craft kit helps kids learn social-emotional skills and is a companion to the A Little Spot book series by Diane Alber. Using the square felt board, kids add a round spot and felt shapes to express emotions. The included emotion cards can be used as templates.

ARTS, CRAFTS, & ACTIVITIES

SKILLMATICS

1) Foil Fun | Ages: 4+ MSRP: $24.97 | Available: Now

Kids can make their own sparkly foil-embossed stickers, then arrange them on picture canvases to create original works of art without the mess of coloring or painting. The kit is available in Space, Animals, Dinosaurs, and Unicorns & Princesses themes.

2) Dot It! | Ages: 3+ MSRP: $14.97 | Available: Now

This mess-free sticker art activity encourages kids to be creative and use their imaginations. Each kit comes with more than 500 easy-to-peel stickers and eight canvases. Kids can choose their favorite stickers, then simply peel and paste to add dimension to the pictures.

SPIN MASTER

1) Cool Maker PopStyle Bracelet Maker | Ages: 7+ | MSRP: $24.99

Available: Now

With 170 beads, kids can express themselves by creating and remaking up to 10 bracelets without knots, clasps, or cuts.

2) Kinetic Sand

Deluxe Beach Castle Playset | Ages: 3+ MSRP: $24.99

Available: Now

Kids can build sandcastles with a multi-tier tray and 10 multi-pur pose tools and molds. The playset includes two and a half pounds of Kinetic Sand and also comes in an easy seal lid for quick and tidy storage.

BRIGHT STRIPES

1) Magic Scrunch Pillow | Ages: 6+ MSRP: $24.99 | Available: Now

Kids can weave, scrunch, and stuff a loopy character in about 30 minutes. Available in four styles, this no-sew, patent-pending system features embroidered features and felt pieces for kids to create a puppy, a kitty, a unicorn (pictured), or a cupcake.

2) Wish*Craft Mystical Jewelry Studio | Ages: 8+ MSRP: $24.99 | Available: Now

This set features heishi beads; real crystals; trendy mushroom, strawberry, and butterfly charms; and more! It includes enough materials for kids to make more than 20 bracelets and necklaces with instructions that will walk them through different techniques, including a macrame-crystal pendant. The tray has bead storage and a channel to design and measure the jewelry.

3) Puffy Sticker 3D Playhouse Ages: 4+ | MSRP: $9.99 Available: Now

Each Puffy Sticker 3D Playhouse set has four rooms to decorate with 130 puffy stickers and freestanding foam figures to move around the house. Thanks to a special adhesive, kids can rinse off the reus able stickers if they fall on the floor. Available in three styles: Mushroom Cottage, Unicorn Palace, and Around the Barn (pictured), the playhouses unfold and slot together in seconds.

CREATIVITY FOR KIDS

1) Squeegeez Magic Reveal Art Unicorn Ages: 7+ | MSRP: $15.99 | Available: Now

Kids can use the squeegee in various ways, such as the zig-zag, rainbow, and swirl methods to create unique textures and effects. The kit comes with five tubes of paint, card stock, practice paper, holographic stickers, and a squeegee tool.

2) Glow in the Dark Sand Art Dragon | Ages: 6+ MSRP: $9.99 | Available: Now

Kids can bring a dragon-shaped bottle friend to life with neon and glow-in-the-dark sand, foil wings, and assorted stickers. The craft set comes with a unique sand art bottle, four colors of sand, a sand funnel, sparkly accents, stickers, wings, and a mini dragon friend.

OOLY

1) Shrink-Its! DIY Shrink Art Kit | Ages: 6+ MSRP: $12.99 | Available: Fall 2023

This kit has the basics kids need to make shrink art, including 20 charms, colored cords, and more.

2) Vivid Pop! Water Based Paint Markers

Ages: 8+ | MSRP: $14.99 | Available: Now

This set includes eight, water-based acrylic paint markers that dry quickly.

DOLLS

MGA ENTERTAINMENT

1) Rainbow High New Friends | Ages: 4+

MSRP: $26.99 | Available: Now

This collection of Rainbow High dolls features different skin tones and eye shapes, along with other unique features such as different body molds, freckles, albinism, vitiligo, and more.

2) Bratz x Kylie Jenner Collection | Ages: 6+

MSRP: $9.99 | Available: Now

MGA Entertainment teamed up with Kylie Jenner for two Bratz doll collections: a mini doll line with mini accessories and a collection of fashion dolls featuring different outfits Jenner has worn.

3) Rainbow High Dream & Design Fashion Studio Playset Ages: 4+ | MSRP: $49.99 | Available: Now

Kids can design fashions for their Rainbow High dolls in this set, which features a sewing machine, an iron, a fashion work table and chair, a sketchbook with water-reveal images, a functional mannequin, fabric, and a Skyler Madison doll.

JUST PLAY

Style Bae | Ages: 4+ | MSRP: $19.99 | Available: Now

These 10-inch fashion dolls feature 3D heads with rooted hair and 2D bodies that kids can dress up using seven included outfits made out of reusable cling stickers. There are four Bae dolls to collect: “Y2K Gurl” Dylan (pictured), “K-Pop Princess” Kiki, “Pop Punk Star” Kenzie, and “Streetwear Queen” Harper.

Kylie Jenner teams up with Bratz for a new doll collection. | Source: MGA Entertainment

IMC TOYS

1) Cry Babies Newborn

Ages: 18 MOS+ | MSRP: $34.99

Available: Fall 2023

Kids can raise their own newborn with these two Cry Babies dolls, Coney and Molly (sold separately). They can interact with them using a bracelet that identifies them as the dolls’ parent. The babies cry real tears, and kids can soothe them with a pacifier. Each doll comes with six surprise accessories.

2) Cry Babies Crawling | Ages: 18 MOS+

MSRP: $26.99 | Available: Fall 2023

The dolls in this line crawl around and make 35 realistic baby sounds. Kids can interact with them by tickling them, giving them a pacifier, and more.

THE LOYAL SUBJECTS

Rainbow Brite 3-inch Collectible Figures

Ages: 4+ | MSRP: $5 | Available: Fall 2023

Rainbow Brite returns with a collection of 3-inch figurines. Kids and kidults can look for rare chase figures and collectible cards inspired by the colorful world of Rainbow Brite and her friends.

JAZWARES

CoComelon Dancing JJ | Ages: 2+

MSRP: $49.99 | Available: Now

The JJ doll features three interactive play modes: Learn to Dance, Fast & Slow, and Freeze Dance. It moves its arms, slides from side to side, and dances to the beat.

TOMY

YumiAmi Collection | Ages: 3+ | MSRP: $24.99

Available: Fall 2023

Kids can learn about sharing feelings and different cultures with the YumiAmi line of dolls. The collection features Kiarra, Melody, Rosa, Willow, and Mei, all of which inspire kids’ imaginations and emphasize the magical power of

HASBRO

My Little Pony Style of the Day Ponies | Ages: 5+

MSRP: $19.99 | Available: Now

Kids can customize their ponies with music festival-inspired hairstyles, outfits, and accessories. Each hair-styling doll set includes a 5.5-inch articulated pony, a hair extension, and clips. Kids can use cold water to reveal water-activated face paint.

DOLLS

BREYER

Cheryl White Rider, Horse & Book Set

Ages: 8+ | MSRP: $49.99

Available: Now

Inspired by Cheryl White, the first Black woman to hold a jockey’s license to race in the U.S., this set features an articulated Cheryl jockey figure; a removable saddle and bridle; a

THE DR. LISA COMPANY

(FORMERLY WORLD OF EPI)

1) The Fresh Beats Collection | Ages: 4+

MSRP: $17.99 | Available: Now

FAO SCHWARZ

Fabulous Family Mansion Luxury Dollhouse

Ages: 3+ | MSRP $149.99 | Available: Now

With a zip code of 9021FAO, this dollhouse features six Los Angeles luxury-inspired rooms and an “outdoor” space for a 360-degree play experience. It features realistic doorbell sounds, lights, and three separate music modes, and comes with a set of figures depicting a family of four.

This collection of multicultural dolls has varying skin tones, hair textures, and diverse fashion styles. Each 10-inch doll has 11 points of articulation and represents a music genre, including rock, hip-hop, or pop.

2) The Fresh Squad Platinum Collection | Ages: 6+

MSRP: $39.99 | Available: Now

This collection features 12-inch male fashion dolls, each representing African American, Afro-Latino, and Hispanic cultures. These dolls have different fashion styles, natural hair textures, and realistic body shapes.

3) The Positively Perfect Toddler Dolls — Onesies

Ages: 3+ | MSRP: $39.99 | Available: Now

Kids can see themselves and other cultures represented in this doll collection. These 14-inch dolls feature varying skin tones, hair textures, and unique pajamas that feature one-of-akind art pieces.

DOLLS

COROLLE

Corolle Girls

Pajama Party

Sets | Ages: 4+

MSRP: $33.95

Available: Now

Each set includes the doll dressed in onesie pajamas, a sleeping bag, a teddy bear, a hairbrush, and other accessories. Available in four styles: Valentine, Melody, Luna, and Zoe.

DOLLFUN

College Girls

Ages: 3+

MSRP: $59.99

Available: Now

These 18-inch dolls come with outfits and accessories, as well as individual stories that encourage kids to explore and learn more about life’s possibilities. Kids can choose from Annie the photography enthusiast, Natalie the drama student, Sally the pre-med student, Jeanne the aspiring fashion designer, or Gloria the law student.

MINILAND

Native American Dolls

Ages: 3+ | MSRP: $54.98

Available: Fall 2023

This collection of 15-inch dolls comes in male and female versions. Each doll has long braided hair and comes with an outfit. Miniland’s dolls feature detailed sculpts to represent diverse features to help teach kids social and cultural awareness.

JAKKS PACIFIC

1) Disney ILY Forever Fashion Dolls

Ages: 6+ | MSRP: $29.99

Available: Fall 2023

This fashion-foward line includes dolls inspired by Disney stories and characters, such as Cruella, Ursula, Bambi, Minnie Mouse, Mickey Mouse, Stitch, and The Nightmare Before Christmas. Kids can mix and match the dolls’ outfits and collect the signature mouse-shaped rings that come with each ILY Forever doll.

2) Disney: The Little Mermaid

Under the Sea Exploring Ariel

Ages: 3+ | MSRP: $44.99

Available: Fall 2023

This Ariel doll can speak and sing “Part of Your World” while its tail lights up. It includes a dinglehopper, a seashell, and hair clip charms. Kids can play

DOLLS

MATTEL

1) Barbie Pop Reveal Fruit Series | Ages: 3+ | MSRP $19.99 Available: Now

Kids can unwrap the beverage-inspired packaging to find one of four “flavors” in the Fruit Series: Strawberry Lemonade (pictured), Fruit Punch, Watermelon Crush, or Grape Fizz. Each doll comes with colorful slime, a scented pet, and more.

2) DreamWorks Trolls Band Together Trendsettin’ Fashion Doll Assortment | Ages: 3+ | MSRP: $10.99 | Available: Now

The Trolls are back with a new assortment of movie-inspired dolls. Each doll has soft, brightly colored hair that kids can style and comes with a hair accessory to add a happy touch to their signature look from Trolls Band Together

3) Monster High Skulltimate Secrets Fearidescent Series Ages: 4+ | MSRP: $29.99 | Available: Now

Kids can enjoy a spook-tacular unboxing experience with more than 19 surprises including fashions, accessories, and themed pieces. Color Reveal technology and step-by-step unveiling add mystery to the experience while the coffin-style container works for play and display. There are five dolls to collect.

PURPOSE TOYS

1) Littlelistas Baby Dolls | Ages: 3+ MSRP: $24.99 | Available: Now

Kids can learn about hair with the Lily and Lena dolls that feature 3C and 4A textured hair and varying skin tones. They can also wear the gold crown that comes with each doll.

2) HBCYOU 18-inch Dolls: Majorette Autumn

Ages: 3+ | MSRP: $34.99 | Available: Now

Kids can represent and appreciate Historically Black Colleges and Universities (HBCU) with this Majorette-themed doll. The Autumn doll features five points of articulation, a removable silver Majorette uniform, and a silver baton accessory.

3) Latinistas Fashion Dolls | Ages: 3+

MSRP: $12.99 | Available: Now

Representing Latina cultures, this collection features dolls with varying complexions, hair textures, and backgrounds. The 11.5-inch dolls each feature five points of articulation and outfits that are interchangeable with other dolls.

LUKI LAB MAKES NEW MOVES WITH A FOCUS ON SPECIALTY Toys Toys

At Toy Fair, STEM category staple Luki Lab is launching five products across new toy and game categories. The Toy Book caught up with Luki Lab’s President and CEO Didier Pietri to talk about the company’s new moves and the importance of specialty retail.

THE TOY BOOK: LET’S START BY TALKING ABOUT THIS PAST YEAR. WHAT SUCCESSES DID LUKI LAB SEE?

Didier Pietri: 2023 has been a phenomenal year for Luki Lab! We are excited to launch five completely new and innovative brands at Toy Fair — across a variety of toy and game categories — just in time for the upcoming holiday season. Plus, we are actively expanding our retail footprint with a dedicated focus on spe cialty toy retailers.

TB: WHY DOES LUKI LAB BELIEVE SO STRONGLY IN THE SPECIALTY TOY RETAIL MARKET?

DP focused on delivering the best toys and games and providing the highest level of customer service. This is incredibly important for Luki Lab as we value and welcome their insights, which ultimately helps us to develop better toys. Specialty toy retailers have a finger on the pulse of what kids and parents are looking for, and they can customize their stores and product assortments to meet customer needs.

TB: WHY DO YOU THINK SPECIALTY RETAILERS ARE SO IMPORTANT FOR THE INDUSTRY AS A WHOLE?

DP: From a consumer standpoint, we all have fond memories of our favorite toys growing up, and we also remember the excitement of going to our favorite local toy store. It would be very sad for a kid to not be able to visit a local “mom and pop” toy store and have that cherished experience. From a market standpoint, specialty toy retailers offer a much greater variety of toys and games, and they seek out and take more chances on smaller toy manufacturers who are innovative and creative.

TRA Marketplace & Academy, and coming from the specialty toy retail community, that is an honor! Not only is it innovative and affordable for the average family, but Flat2Fast Card Racers are also fun to race and crash into each other. We anticipate kids wanting more than one! 

Q&A with Luki Lab’s CEO Didier Pietri

President & CEO Didier Pietri

“From a market standpoint, specialty toy retailers offer a much greater variety of toys and games, and they seek out and take more chances on smaller toy manufacturers who are innovative and creative.”

- Didier Pietri, CEO, Luki Lab

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GAMES & PUZZLES

HASBRO

Robo Rally | Ages: 12+ | MSRP: $50 | Available: Now

This competitive racing game from Richard Garfield, creator of Magic: The Gathering, puts players in charge of robots in a factory in which the supervisors are gone and the cameras are pointed at the ceiling. Players program their robots to tag checkpoints and score upgrades in an effort to race, battle, and win.

ASMODEE

Wavelength | Ages: 14+

MSRP: $16.99 | Available: Now

In this party game, players must guess where a target is on a spectrum (i.e. hot to cold, good to evil) based on a clue given by the other players.

TEETURTLE

Casting Shadows | Ages: 12+

MSRP: $30 | Available: Now

In this game, 2-4 players take turns traveling to different locations to collect resources and learn spells. Players build their power and turn into their Shadow Form

Kanoodle | Ages: 7+

MSRP: $12.99 | Available: Now

This on-the-go puzzle comes in a black case and includes puzzle pieces and an illustrated challenge booklet. Players set up the puzzle as seen in the booklet and attempt to solve it from there.

Source: Hasbro

TOYMONSTER INTERNATIONAL

Jurassic World Ravenous Raptors: The Dino Chomping Game Ages: 3+ | MSRP: $19.99 | Available: Now

These raptors are hungry and kids need to make sure each of them eats as many snack balls as possible by pressing down on their tails. Designed for 2-4 players, the game includes 20 snack balls marked carnivore or herbivore.

WINNING MOVES GAMES

Monopoly Scrabble | Ages: 8+ MSRP: $34.95 | Available: Now

This game combines Monopoly with the crossword-building play of Scrabble. Instead of rolling dice, players build words and move based on their scores. Players must build a word on a premium space to claim a property.

LUKI LAB

Ixi Kix | Ages: 8+ | MSRP: $20.99 | Available: Fall 2023

This trickshot game is easy to play but difficult to master. The action-packed challenge game tests kids’ skills as they launch ixi pieces into the targets. Kids can hone their own style and compete against others to score points.

MELISSA & DOUG

Wooden Underwater

Gear Puzzle — 18 Pieces

Ages: 3+ | MSRP: $16.99

Available: Fall 2023

Kids can combine 18 wooden pieces to create a colorful, moving underwater scene. The pieces fit over pegs on the wooden puzzle board to create three interlocking gears that spin once the puzzle is fully complete.

You’re

Getting Stupid

Ages: 14+ | MSRP: $19.99

Available: December 2023

In this party game, players re-live their biggest face-palm moments as they compete to see which of their friends is the most stupid. Players move mini brain playing pieces forward and backward along their “Path to Getting Stupid” card based on their answers to the “Stupid” prompts and their ability to answer simple trivia questions.

GAMES & PUZZLES

BUFFALO GAMES

Pop It! Go | Ages: 5+

MSRP: $12.99 | Available: Now

This portable sensory game features three play modes with multi-colored lights. The faster players go, the faster they will level up.

FAT BRAIN TOYS

Mr. Bendy | Ages: 8+ | MSRP: $19.95

Available: Now

RELATABLE

Search Party: Chaos at the Park | Ages: 8+

MSRP: $24.99 | Available: Now

This 3D search-and-find adventure game combines the fun of Where’s Waldo and Scooby-Doo into a new experience in which kids use their problem-solving skills to unravel the clues and find objects hidden within the amusement park-themed pop-up board.

THAMES & KOSMOS

The Lord of the Rings: Adventure to Mount Doom

Ages: 10+ | MSRP: $29.95

Available: Now

Players experience Frodo the Hobbit’s daring journey to destroy the One Ring in the fires of Mount Doom in this cooperative fantasy board game. With a choice of dice, players move figures from the iconic series across the gameboard to help Frodo and the Fellowship achieve victory.

THE POKÉMON CO.

Piece of Cake

Ages: 8+ | MSRP: $19.99

Available: Now

Players will strategically build cakes by cutting pieces of cake from the center of the table. Players must match flavors and sprinkled edges, then add icing, flavor tokens, and candles to win the game.

Pokémon 2023 Puzzle Collection | Ages: 10+

MSRP: $16.99-19.99 | Available: Now

These puzzles feature fanfavorite Pokémon, including Pikachu, Jigglypuff, and Munchlax, and exclusive Pokémon artwork, ranging from retro designs to holiday scenes. The 2023 puzzle collection also features a variety of piece-counts for different difficulty levels.

GAMES & PUZZLES

PURPLE LADYBUG

Prismic: LED light-up 3D Puzzles | Ages: 8+ MSRP: $19.99 | Available: November

Kids can fold translucent, ombre, shimmering pieces and use the pegs to create the shape. The included LED lights will make the puzzle glow from within. The Prismic light-up puzzles are available in various styles and levels of difficulty, including a star, a heart, a hanging heart, a French bulldog, and a teddy bear (pictured).

SMART TOYS & GAMES

MiMiQ | Ages: 4+ | MSRP: $8.99 | Available: Fall 2023

MiMiQ is an educational party game in which players try to collect sets of three identical cards. They can ask for cards from an opponent by “MiMiQ-ing” facial expressions on the desired cards. If someone doesn’t have a card another player is requesting, they stick out their tongue. The player with the most sets at the end of the game wins.

TOMY

Pop Up Pirate Gold Version | Ages: 4+ MSRP: $15.99 | Available: Now

Players take turns sliding the colorful swords into the barrel one at a time. If the pirate pops up and flies out of the barrel during a players turn, they are out. This new version features a gold barrel and the pirate features gold accents.

National Geographic Seek & Match Scavenger Hunt Card Game

Ages: 3+ | MSRP: $9.99

Available: Fall 2023

Kids will explore five different games that challenge them to match objects in the world to the prompts on the 40 included cards.

Fairy Prank | Ages: 8+

MSRP: $18 | Available: Now

In this game, one player takes on the role of the fairy and removes items from a treasure box, then the other players try to guess what object is missing by shaking the box and listening for auditory clues. The player who guesses the same item correctly three times, or identifies a total of six different items at least once, wins the game.

THINKFUN Goats’ Day Out

Ages: 8+ | MSRP: $19.99

Available: Now

In this game, players must get their goats to eat all of the pieces on the board while using strategic thinking to figure out what will best fit in each goat’s stomach. The player with the least amount of space left wins the game.

GAMES & PUZZLES

BABABOO AND FRIENDS

Little Worms Love to Eat Threading Game Puzzle

Ages: 18 MOS+ | MSRP: $35.50

Available: Fall 2023

SPIN MASTER

Monkey See Monkey Poo

Ages: 4+ | MSRP: $21.99

Available: Now

Kids use banana-scented monkey poo compound and flingers to collect bananas from trees and climb up the vine. The first player who gets their monkey to the top wins the game.

features conversation starters for kids to talk about different career possibilities with adults.

RIDLEY’S GAMES

Roarsome

Ages: 6+ | MSRP: $12

Available: Fall 2023

In Roarsome, which is packed with dinosaur-themed details, players must create as many three-in-a-row matches as possible to collect Roarsome points. The first player to collect 10 Roarsome points wins the game.

Sure-Lox Barbie Adult Puzzles

Ages: 14+ | MSRP: $12

Available: Fall 2023

Barbie fans can immerse themselves in a world of nostalgia and style with this collection of 1,000-piece puzzles. Geared toward the kidult market, each puzzle features Sure-Lox pieces. There are four styles to collect.

GAMES & PUZZLES

KESSCO

Spy X Family: Mission for Peanuts

Ages: 13+ | MSRP: $14.99

Available: Fall 2023

In this game, players must put together the best two-card team to win. If a player has the Forger Family together, they win. Any player caught holding the spy card loses.

GOLIATH

Green Team Wins | Ages: 10+ MSRP: $19.99 | Available: Now

In this game, players answer a question and then try to guess what the most popular answer will be. It gets the whole group talking and engaging, so it’s an ideal activity for large gatherings.

UNIVERSITY GAMES

Irritable Vowels | Ages: 8+

MSRP: $24.99 | Available: Now

This word game is full of vowel movements. Players race to create words using letter cards and the ever-changing vowel. When the Vowel Device settles on a vowel, all players hurry to create a word before the vowels go crazy again.

EAP GAMES

Go Big or Go Broke | Ages: 8+

MSRP: $17.50 | Available: Now

In this party game, players bet they can outperform another player of their choice at completing a simple action. Designed for three or more players, the game includes challenge cards and Go Big Bucks and takes 1030 minutes to play.

MATTEL

UNO Quatro

Ages: 7+ | MSRP: $19.99

Available: Fall 2023

UNO Quatro is a family game which combines the challenge of getting four in a row with the strate-

BRILLIANT OR BS

One and Done | Ages: 14+

MSRP: $25.99 | Available: Now

In One and Done, players score points by giving one-word clues to help their team complete fill-inthe-blank phrases. But beware! The other team can play disadvantages called Set Backs that affect how players can give clues, who can

IMPULSE & NOVELTIES

CRAZY AARON’S

Lost Treasure Guardians

Ages: 3+ | MSRP: $4 Available: Now

This line of surprise toys features 10 mini tins of Crazy Aaron’s Thinking Putty. Each version features a bright color and comes with a matching guardian charm. Two rare finds feature real gold and real meteorite.

GOOD SOUL BRANDS

The Weighted Infinity Flipper | Ages: 3+ MSRP: $9.99 | Available: Now

Kids and adults can flip The Weighted Infinity Flip per back and forth to create a mesmerizing motion that keeps their hands engaged and their minds focused. The flipper is available in a variety of textures and colors, each delivering sensory stimulation that can help ease stress and anxiety.

ZURU

1) Mini Brands Series 5 Capsule | Ages: 5+ | MSRP: $7.49 | Available: Now

There are more than 90 new mini versions of products from popular brands for kids to collect, including ultra-rare frozen moments and Mini Minis (even smaller than before). Brands in this wave include Campbell’s, Tabasco, Post-It, and more.

2) Foodie Mini Brands Series 2 Capsule | Ages: 5+ | MSRP: $8.49 | Available: Now

Kids can discover and collect more than 95 new miniature replicas of items from fast food brands in this new wave of surprise collectibles. Kids can unwrap items from Pizza Hut, Jack in the Box, Cinnabon, and more. The wave’s 23 rare minis include Ultra Rare Frozen Moments, Scented Minis, and new Mini Minis.

3) 5 Surprise Mega Gross Minis | Ages: 5+ | MSRP: $6.99 | Available: Now

Each capsule is packed with three parody products in miniature form, plus a slime barf bag and stickers. Kids could find more than 36 total minis, including Vomito’s Pizza and Starbarf coffee.

Kids can collect parody products with Mega Gross Minis. | Source: ZURU

IMPULSE & NOVELTIES

PMI KIDS WORLD

1) Piñata Smashlings Figures 1 Pack Blind POD Ages: 6+ | MSRP: $2.99 | Available: Now

Kids can collect more than 70 Smashlings and Bashlings figures in varying rarities, inspired by the Roblox game Piñata Smashlings cludes a collector’s leaflet and a redeemable QR code, unlocking in-game DLC content.

2) Pudgy Penguins Collectible Figure in an Igloo | Ages: 8+ MSRP: $2.99-3.99 | Available: Now

Kids can find and adopt one of 12 collectible penguins. Each figure comes in igloo-shaped packaging and includes a redeemable digital code.

SCHYLLING

Chonky Cheeks Hamster | Ages: 3+

MSRP: $4.99 | Available: Now

When kids squeeze the Chonky Cheeks Hamsters, their cheeks fill and pop out, like a real hamster’s. The hamsters come in three styles, each filled with dough.

CUDDLE BARN

4-inch Wawa Plush Clips | Ages: 0+

MSRP: $9.99 | Available: Now

Wawa the Froggie takes on foodie form factors inspired by a pineapple, a riceball, a strawberry, a watermelon, and cherries in this new collection of plush bag clips.

KESSCO

Duo Tone Candy Bouncies | Ages: 6+

MSRP: $5.99 | Available: Now

Each bouncy ball in this collection features two colors and a candy scent. There are six candy scents in the collection, including cherry, strawberry, lemon, and more.

JAZWARES

DevSeries Squooshems

Ages: 8+ | MSRP: $4.99

Available: Now

Each container includes a 2.75-inch Squooshems of Roblox game characters. Kids can squeeze

MSRP: $9.99 | Available: Now

This sensory game is shaped like a smartphone and kids can manipulate the goo inside to win. The first series of GooGames features three games: Candy Craze, in which players collect sprinkles in an ice cream cone bucket; Fruit Catcher, in which players get the fruit into baskets; and Treasure Hunt, in which players get treasures into five buckets. Each game is sold separately.

DIAFRAMMA EVOLVES THE TOY MARKETING WORLD Toys Toys

Q&A with Jehan Hindo, Diaframma’s Vice President

After 45 years in the industry, creative and production company Diaframma specializes in TV commercials for toys — and is constantly evolving to expand the industry. The Toy Book spoke with Diaframma Vice President Jehan Hindo to discuss the company’s current projects and the future of toy marketing.

The Toy Book: For those who don’t know, give us a brief overview of what Diaframma provides to clients.

Jehan Hindo: We are a full-service creative and production company that specializes in toy TV commercials. Diaframma has

industry is hard to come by while we strive to continue to push innovative boundaries and creative forces.

TB: What were some of the companies you worked with and/or highlights of 2023 for you?

JH: 2023 has been an excellent year; we were a bit concerned about the state of the industry after Spielwarenmesse in Nuremberg, but as always, this industry is resilient and bounced back regardless of the setbacks. I think [the COVID-19 pandemic] really pushed the industry to its highest performance, and we

the nitty gritty details with everyone. Our portfolio has expanded and we are always happy to not only have long-lasting relationships, but also to welcome new clients to our studios globally.

TB: Last year, we spoke to you a bit about the introduction of The Edge Studio, but it was just in its beginning stages. How has this virtual stage developed for you over the past year — and is there anything we can look forward to in the upcoming year?

JH: We have had a LOT of fun with the virtual stage this year. Not to say there hasn’t been a fair share of challenges, but it has really helped us push our creativity and help production become more efficient. That being said, the virtual world is super intricate so we have “partnered” with Unreal Engine, which is the leading 3D platform in the world and we want to achieve that kind of quality here at Diaframma. They have been very successful in the space of games such as Minecraft and Fortnite and we would like to bring that quality to the toy TV space.

TB: In a world of streaming channels and TikTok and other social media platforms, some may think TV is becoming archaic. Do you think this is the case? And if not, how do you see it maintaining its strength?

JH: The world of streaming and digital media has really shaken things up a bit over the years, but I do think all of the hype that “TV is dead” is actually just that: hype. TV as we know it is still very much alive and needed. Of course, it is more difficult for some brands/companies than others, but if you

really want people to see and hear your brand, TV is essential. Just look at all the marketing this year around Barbie: The Movie. Traditional marketing is here to stay, even with all the digital outlets. Unfortunately — or fortunately — we have to keep getting creative to satisfy all the channel needs, but most big retailers in our industry aren’t going to be 100% on board with your product line if there is no TV marketing behind it.

TB: The buzzword of 2023 seems to be “AI,” or artificial intelligence. How does this changing technology affect your business and your creative outlook?

JH: This is a word I, personally, am excited about, but also terrified of. From a professional standpoint, I think there are so many advantages to this new technology — if used in the right way. It can also be something extremely dangerous. Our approach at Diaframma is to integrate it as we are [ideating] to help flush out new creative settings or outlooks, but we will always start a brainstorming session with a roundtable of creatives and bounce ideas off each other first. Then, if we can push the envelope a little creativity wise, it can’t hurt to see what AI has to think — but the thought of replacing people with AI is something that will never happen for us. We have to keep our eyes and brains open to new technology, but also need to keep the core of our client relationships and experience on hand in order to fully deliver for our clients.

TB: How does Diaframma’s work combine all of these high-tech and creative outputs to encourage kids’ imaginations and the power of play?

JH: Encouraging kids’ imaginations is exactly what we are here to do. It has definitely been a challenge with all the technology and screen time kids have at their fingertips but I do think having a good mix of ages/generations in our creative team helps keep our finger on the pulse. Kids have so many options these days it is really a struggle to get their attention, but thanks to our clients who have such innovative and fun products, it makes our job easier to tell those stories.

TB: Looking forward to 2024, what are you most excited about — and how can companies connect to work with you?

JH: We are looking forward to seeing what everyone at Toy Fair has to offer for 2024! I think there have been a lot of innovative products that needed extra time during the [pandemic] transition. Internally, we are expanding our team to make sure that we can stay as dedicated as ever to our clients and emerging needs. Our door is always open, and new companies can reach out directly to me via email at jehan.hindo@diaframma.com or through our website (but a human touch is always nicer). 

Left: Snow days in July? Virtual production really comes in handy when seasons don’t correspond with Diaframma’s production schedule. Below: A VTech 2022 shoot using Diaframma’s Edge Virtual Studio | Source: Diaframma

INFANT & TODDLER

TOMY

Bebé Fuerte Full Collection | Ages: 0+ MSRP: $8.98-23.98 | Available: Now

A new infant toy line, co-designed by TOMY and Vice President of Fitness Programming and Head Instructor at Peloton Robin Arzón, brings a colorful palette of LatinX culture to seven products that will feature Spanish words and phrases like “Si Se Puede” and “Vamos A Movernos.”

SPIN MASTER

GUND Food Truck Playset | Ages: 0+

MSRP: $30 | Available: Now

This five-piece playset features stimulating plush toys for kids to engage in sensory play. Kids can interact with a chef bear, a taco, a hamburger, a drink, and a truck plush. This set encourages kids to improve their dexterity and hand-eye coordination.

LEAPFROG

1) ABCs & Activities Wooden Table

Ages: 6 MOS+ | MSRP: $69.99

Available: Now

Babies and toddlers can build different skills using this activity table, which includes a bead maze, twisting gears, a musical book, a vegetable sorter, touch-sensitive pictures of letters, and other ways to explore.

2) Match & Learn Cookies

Ages: 2+ | MSRP: $24.99

Available: Now

Toddlers can learn the alphabet with this matching game that features pretend, frosted, alphabet-themed cookies on a baking sheet.

Peloton’s Robin Arzón collaborated with TOMY for the Bebé Fuerte collection. | Source: TOMY

MSRP: $34.98 | Available: Fall 2023

This tree-shaped game includes six pieces with nestable shapes and textures. The gameplay fosters early sensory stimu lation, hand-eye coordination, spatial vision, and logic.

FISHER-PRICE

1) Laugh & Learn Mix & Learn DJ Table Ages: 9 MOS+

MSRP: $44.99 | Available: Now

Little music-makers can work their fine motor skills while rocking out to Puppy’s freshest beats. This interactive learning toy and activity table features a piano with three ways to play, plus 12 fine motor activities and three Smart Stages learning levels.

2) Barbie Little Dream Plane by Little People

Ages: 18 MOS+ | Available: Now

This push-along toy airplane features a light-up nose and fun music, sounds, and phrases. Toddlers can board the three Little People figures onto the plane, stow luggage, serve beverages from the sliding cart, and send the crew and passengers soaring into Barbie-inspired adventures.

3) Little People Light-Up Learning Garage

Ages: 1+ | MSRP: $44.99 | Available: Now

Toddlers can pretend to fill up, tune up, and wash their car before racing along to the next adventure with this interactive garage playset. It features multicolor lights and three Smart Stages learning levels of songs, sounds, and phrases.

INGENUITY

Kitt Ring Rattle | Ages: 0+

MSRP: $7.99 | Available: Now

This rattle features multiple points of sensory stimulation for babies, including a plush fox, ribbon, rings, and a rattle. It is designed to foster early motor development.

Blippi My Friend Meekah | Ages: 1+

MSRP: $19.99 Available: Now

Inspired by Blippi’s friend, this 16-inch plush features more than 17 different sounds including phrases that kids will recognize from the show, like “Thanks for being my friend!” and “Yeah. Good Job!” Kids can squeeze the plush’s tummy to activate the phrases.

INFANT & TODDLER

FAT BRAIN TOYS

1) Rolio | Ages: 6 MOS+

MSRP: $12.95

Available: Now

This toy is easy to take on the go. It features colorful, textured pegs that move in and out as kids roll the cylinder on its soft silicone tires.

2) Spill Again | Ages: 2+

MSRP: $44.95 | Available: Now

Toddlers fill the top of the tower with 16 colorful balls and then press a button to start a hidden timer. Once the timer ticks away, the tower drops all of the balls at once and scatters them in all directions. Toddlers can gather them up and load up the tower to do it all again.

CUDDLE BARN

Twinkling Starlight | Ages: 2+ MSRP: $29.99 | Available: Now

This plush elephant will soothe kids to bed with 15 minutes of lullabies, including “Twinkle Twinkle Little Star,” “Rock-ABye Baby,” “Brahm’s Lullaby,” “Hush Little Baby,” and “You Are My Sunshine.” The elephant features three volume levels and glows in the dark on nightlight mode.

VTECH

1) 6-in-1 Tunnel of Fun | Ages: 0+ | MSRP: $64.99 | Available: Now

Infants can interact with the detachable sensory toys, the three-foot tunnel, and the light-up piano that includes three play modes with this activity toy that features six stages of play. As they grow, little ones can play while learning about animals, numbers, and colors.

2) Snuggle & Discover Baby Whale | Ages: 0+ MSRP: $27.99 | Available: Now

This whale features multiple textures and five piano keys. Infants can press the light-up heart to hear whale facts and songs. Babies can develop their senses of touch, sight, and sound while learning about animals, numbers, colors, and shapes.

3) Go! Go! Smart Wheels Sprial Construction Tower

Ages: 18 MOS+ | MSRP: $59.99 | Available: Now

Toddlers can improve their motor skills by lifting the elevator, flipping the gates, and lowering the drawbridge. The tower features five play pieces, seven interactive SmartPoint areas, and 11 movable parts. Kids can learn about construction sites through engaging in pretend play with the dump truck, the excavator, the swinging crane, the cement mixer, and more.

INFANT & TODDLER

PI KIDS

1) Blue’s Clues & You!: Bedtime for Blue! | Ages: 0+ MSRP: $12.99 | Available: Now

This soft book features crinkle pages, bright colors, and Blue’s Clues characters. Babies can have a sensory experience with the easy-to-grab pages.

2) Peppa Pig: Skip, Kick Jump! | Ages: 18 MOS+ MSRP: $11.99 | Available: Now

Toddlers can press four sound buttons to hear Peppa’s friends skip, kick, and jump. The book features a built-in handle so that kids can carry it with them anywhere.

3) Sesame Street: Elmo’s Splashy Day! Bath Book Ages: 0+ | MSRP: $7.99 | Available: Now

Families will make a splash at bath time with this book that features Elmo and his dog Tango. Kids of all ages can interact with Elmo as they read and play with this waterproof book that floats.

LEGO

1) LEGO DUPLO 3-in-1 Family House | Ages: 3+ MSRP: $129.99 | Available: Now

Toddlers can build up this detailed house and then use it to play out family moments. Along with the seven included figures, parents can use this 218-piece set to help teach social skills while kids explore self-expression.

2) LEGO DUPLO Construction Site | Ages: 2+ | MSRP: $64.99 | Available: Now

This 61-piece set is packed with features to inspire role play and to help kids develop self-expression. Toddlers will learn about teamwork as they use the trio of toy construction site workers and the three vehicles for imaginative play time.

BUFFALO GAMES

Pop It! & Learn | Ages: 6 MOS+ | MSRP: $19.99 | Available: Now

When infants and toddlers press on the different bubbles, this sensory toy lights up and speaks. One side features animals while the other side features numbers. The toy also features a learn mode, which asks kids to press the right number or color, and a quiet mode, which only uses lights.

PRESCHOOL

JUST PLAY

Disney Junior Mickey Mouse Roarin’ Safari Dino | Ages: 3+ MSRP: $34.99

Available: Now

Mickey Mouse, Minnie Mouse, and Donald Duck can ride around on a giant T. rex with this playset. Kids can open and close the dinosaur’s jaw and activate sounds using the lever on its back.

LEAPFROG

Build-a-Slice Pizza

Cart | Ages: 3+ MSRP: $59.99

Available: Now

Kids can run their own pizza business out of this pretend pizza cart that comes with toppings, a pretend pizza cutter, and more. The set also plays music by turning the pizza turntable and features Italian phrases.

FAT BRAIN TOYS

Pretendables Series | Ages: 3+

MSRP: $39.99 (each) | Available: Now

The Pretendables collection features several sets for pretend play. Kids can play teacher with the School Desk, which features a magnetic blackboard, learning cards, magnetic letters, and more. They can also perform a checkup with the Doctor Set (pictured), which comes with a stethoscope that plays heartbeat sounds, a light-up X-ray panel, and other accessories. With the Cinnamon Roll set, kids pop open the canister and pull out four plush cinnamon rolls, which they can roll and unroll. It also comes with a tray, a piping bag, a play oven, and plates.

The Pretendables line expands

TONIES

1) Marvel Spidey and Friends Starter Set Bundle Ages: 3+ | MSRP: $129.99 | Available: Fall 2023

This collection comes with three Tonie figures: Spider-Man, Ghost-Spider, and Spin. Kids can place the Tonies on top of the included red Toniebox to hear one of three screen-free, SpiderMan stories.

2) PAW Patrol: Liberty | Ages: 3+

MSRP: $17.99 | Available: Fall 2023

This Tonie figure tells kids the story of how Liberty joined PAW Patrol after being a stray in Adventure City. The Tonie features four different stories.

3) Disney Mickey and Friends Starter Set | Ages: 3+

MSRP: $99.99 | Available: Now

This limited-edition bundle comes with a Toniebox with a Mickey Mouse speaker design and a Mickey Mouse Tonie that tells stories using favorite Disney characters.

FISHER-PRICE

1) Thomas & Friends Talking Cranky Delivery Train Set Ages: 3+ | MSRP: $49.99 | Available: Now

This Thomas & Friends interactive train set features three characters from the show, including Cranky the Crane, a motorized Thomas engine, and a Troublesome Truck. The characters can recognize and talk to each other on the track.

2) Imaginext DC Super Friends Ultimate Headquarters Ages: 3+ | MSRP: $99.99 | Available: Now

BBC STUDIOS

1) Bluey Hugmees (Jazwares) | Ages: 0+ MSRP: $14.99 | Available: Fall 2023

Kids can add to their Squishmallows collection with Bluey Hugmees. These 10-inch plush characters feature long bodies that kids can use as pillows.

2) Bluey Mash’Ems (Basic Fun!) | Ages: 3+ MSRP: $2.99 each | Available: Fall 2023

This collection of surprise toys comes in boxes that feature Bluey and Bingo. Inside each box is a collectible character that squishes. Characters include Bluey, Bingo, and more.

3) Bluey’s Keytar (VTech) | Ages: 3+ MSRP: $24.99 | Available: Now

Kids can create music inspired by Bluey using this combination guitar and keyboard. The keytar plays 10 built-in songs, including the Bluey theme song.

This 2 foot-tall Hall of Justice playset comes with Batman and Superman figures and a push-along Batcycle. It features features four floors of play, lights and sounds, a projectile launcher, a jail cell, and a transforming Batwing.

STAPELSTEIN

Stapelstein Rainbow Set | 0+ | MSRP: $219 | Available: Fall 2023

Kids and families can stack, spin, sit, and climb on these innovative toys. Sustainably crafted in Germany from eco-friendly foam, Stapelstein is lightweight and water-resistant. Rainbow sets are available in classic colors or pastels, each sold separately.

HAND2MIND

Numberblocks Step Squad Mission Headquarters

Ages: 3+ | MSRP: $39.99

Available: Now

Kids can re-create their favorite scenes from Numberblocks using this playset, which features a Numberblock

Three figure, a detach able slide, stickers, and other accessories.

CRAYOLA

Scribble Scrubbie Pets Glow Ocean

Lagoon | Ages: 3+ | MSRP: $24.99

Available: Now

Kids can color, clean, and then color again with this set’s four glow-in-the-dark creatures. They can also use the Scribble Scrubbie Pets companion app for an augmented reality experience.

PETIT COLLAGE

Find My Favorite Things | Ages: 3+ MSRP: $24 | Available: Now

This sensory matching game challenges kids to use touch. Kids can close their eyes, feel the pieces in the box, and find the piece that matches their card. The set includes 20 different-shaped pieces, 20 cards, and instructions.

U.S. TOY CO.

Wooden Farm-to-Table Cooking Play Set (Horizon Group USA) | Ages: 4+ MSRP: $31.99 | Available: Now

Kids can pretend to create their favorite meals with this imaginative play set. It comes with stainless steel cookware, an oven mitt, wooden foods, a cutting board, a play spoon, and a fabric storage bag.

CUBO TOYS

1) Cubo Sticky Feelings | Ages: 3+ MSRP: $34.99 | Available: Now

Kids can learn to self-regulate with this emotion coaching toolkit. They can label emotions, measure their intensity, and choose appropriate coping strategies with the magnetic board. They can also learn about positive and negative emotions with the matching gameboard.

2) Cubo Sticky Habits

Ages: 3+ | MSRP: $34.99 Available: December 2023

With this toolkit, kids can learn about mindfulness and the impact of positive habits. They can use guide cards and a magnetic agenda board to list positive affirmations and yoga positions, and learn about habits to practice mindfulness with a matching gameboard.

HASBRO

1) Peppa Pig Peppa’s Waterpark Playset

Ages: 3+ | MSRP: $29.99 | Available: Now

Kids can imagine a day at the waterpark with their favorite Peppa Pig characters. The Waterpark Playset comes with 15 pieces and two figures inspired by the animated series.

2) Playskool Weebles My Smart House (PlayMonster)

Ages: 1+ | MSRP: $49.99 | Available: Now

Preschoolers can play and explore in the fun Smart House with a pretend Smart Speaker. It comes with two Weebles characters — Luca and Remi — that kids can drop down the chimney and onto the bed then off the bed and down the slide.

3) Marvel Spidey and His Amazing Friends Web-Spinners

Playset | Ages: 3+ | MSRP: $129.99 | Available: Now

Team Spidey’s Web-Quarters stands 27 inches tall and features an updated design and deco inspired by Season 3 of Marvel’s Spidey and His Amazing Friends. It features multiple play zones with action features and 360-degree play. It comes with a 4-inch Spidey figure, a 7-inch vehicle, and four accessories.

This game teaches kids about healthy eating and encourages them to eat their fruits and vegetables. Giselle the Giraffe stands more than 2 feet tall and comes with 12 double-sided tokens and flash cards that feature 24 fruits and vegetables for kids to sort, match, and feed Giselle.

PI KIDS

1) PAW Patrol: To the Rescue! | Ages: 3+ MSRP: $15.99 | Available: Now

Tracker, Skye, and Marshall come to the rescue in this bilingual sound book. Kids can read the entire story in English and Spanish. While they read, they can press the eight buttons to hear early learning words and fun sounds and flip a switch between languages.

2) Disney Princess: Magical Moments! Storybook and Magic Wand | Ages: 3+ | MSRP: $23.99

Available: Now

Preschoolers can explore magical moments with Cinderella, Belle, Moana, Jasmine, and Ariel in this board book. The set also features a five-button, light-up magic wand for an interactive reading experience.

SMART TOYS & GAMES

SmartMax My First Build & Drive

Ages: 18 MOS+ | MSRP: $24.99 | Available: Now

Preschoolers can go on a STEMfocused creative journey with this two-in-one playset. They can try to build one of the 24 included challenges, then turn the vehicle upside down for more difficult building challenges. While they’re building, little ones will learn about magnetism, colors, shapes, angles, language concepts, and more.

VTECH

1) Storytime With Sunny | Ages: 3+ | MSRP: $59.99 Available: Now

This toy comes with four disks and more than 300 activities, including fairytales, songs, guessing games, jokes, and more. Kids can listen to stories with plot twists, learn healthy habits, and fall asleep with the night light.

2) Marble Rush Sky Elevator Set | Ages: 4+ MSRP: $64.99 | Available: Now

Kids can send marbles up the sky elevator and down the ramp tracks in this playset. It features three builds with 153 pieces, including a sky elevator, a zig-zag loader, a freight railway, and more. Kids can listen to music and sound effects as the marbles move throughout the course.

3) Drill & Learn Workbench | Ages: 3+ MSRP: $49.97 | Available: Now

When kids place one of the tools on the workbench, they will hear sounds and facts about each one.Kids can build nine DIY projects and engage with three interactive modes. The workbench includes built-in storage and trays for tools.

PRESCHOOL

BRIGHT STRIPES

1) House of Crayons with Coloring Book | Ages: 3+ | MSRP: $7.99 | Available: Now This set comes with eight jumbo crayon characters, including Yummy Yellow, Grumpy Green, Proud Purple, and more, that double as figures. The 60-page coloring book features the characters’ world with rooms to color, favorite things, connect the dots, and other fun activities. It also includes crayon wrappers to cut out when the crayons get shorter.

2) Magic Reveal Discovery Mat | Ages: 3+

MSRP: $7.99 | Available: Now

Kids can add water and use the included sponge roller and brush pens to reveal art. They can explore the town center, fire station, carnival, and farm. The large fold-up mat measures 28 by 18.6 inches and features carrying handles. Three kids can play at once with the included tools.

3) iHeartArt Jr Art on the Go! Going Dotty Ocean | Ages: 3+ MSRP: $14.99 | Available: Now

This activity pad has everything young artists need to make art on the go. With snap-in supplies and a 50-page pad with drawing paper and preprinted activities, they can color, draw, trace, and fill in pictures with colorful dot stickers and eight chunky crayons.

SKILLMATICS

Grocery Set | Ages: 3+ | MSRP: $24.95 | Available: Now

Little ones can learn about cooking, healthy eating, and food prep with this playset, which comes with 10 different food items including broccoli, mushrooms, sardines, asparagus, black beans, alphabet cereal, and more. Kids can also practice essential skills like sorting, counting, identifying letters, creative thinking,

TOMY

1) Licensed Toomies Swimming Bluey | Ages: 18MOS+ | MSRP: $16.99 | Available: Fall 2023

Kids can tug on Bluey’s seahorse friend to extend the cord, then let it go to make Bluey start swimming. They can place the figure face down in the water to do a front crawl or flip it over and

2) A Little Spot: Spot Detective | Ages: 3+ | MSRP: $15.99

Available: Fall 2023

This game includes cards that feature hidden messages that promote social-emotional skills. The included plush holds a red reveal lens for kids to discover each card’s hidden message and reveal difference activities, including puzzles, mazes, and spot the difference challenges.

PRESCHOOL

JAZWARES

1) Spidey & His Amazing Friends Amazing Metals Track Set

Ages: 3+ | MSRP: $49.99 | Available: Now

Kids can race their Spidey character through the five action zones. The set includes two vehicles and a 24-inch dual race track.

2) Spidey & His Amazing Friends My Friend Spidey Feature Plush

Ages: 3+ | MSRP: $19.99 | Available: Now

Kids can hang out with this 16-inch Spidey plush that features 16 sounds. Kids will recognize action phrases from the show, like “Let’s practice our Spidey swing” and “Way to go, Team Spidey!”

3) Blippi Dump Truck | Ages: 2+ | MSRP: $24.99 | Available: Now

The dump truck comes with a 3-inch Construction Worker Blippi figure and five construction accessories. Kids can press the button on the truck to hear sounds and phrases, such as “I had so much fun with you today.”

1) PAW Patrol: The Mighty Movie Aircraft Carrier HQ

Ages: 3+ | MSRP: $129.99 | Available: Now

The Aircraft Carrier HQ playset features lights, sounds, music, pup phrases, and a Chase vehicle and figure. Kids can interact with the dual vehicle launchers and two projectiles on each side.

2) PAW Patrol: The Mighty Movie Skye Mighty Movie Jet | Ages: 3+ MSRP: $49.99 | Available: Now

Kids pretend to fly the Skye figure around in the jet. It features 360-degree wing rotation, motionactivated lights, sounds, and phrases.

3) Gabby Cat Friend Ship

Ages: 3+ | MSRP: $59.99

Available: Now

This playset features a colorchanging pool with a diving board, a deck with a light-up disco ball, a dance floor, and a photo booth. It includes a Captain Mercat figure and Gabby Girl figure with two outfit options.

LEARNING RESOURCES

Space Rover Deluxe Coding

Activity Set | Ages: 4+

MSRP: $69.99 | Available: Now

Kids can learn screen-free coding with simple push buttons. Future coders can build, test, and solve customized mazes and engage in challenges with the activity cards. With the space rover, kids can grab magnetic space rocks, avoid rough terrain, and save the astronaut.

MELISSA & DOUG

1) Jet Pilot Interactive Dashboard | Ages: 3+ | MSRP: $109.99 | Available: Fall 2023

The Jet Pilot Interactive Dashboard features lights, buttons, switches, and sounds so kids can pilot their own jets and go on pretend adventures around the globe.

2) Barber Shop Play Set | Ages: 3+ | MSRP: $37.99 Available: Fall 2023

Aspiring barbers can style and pretend to trim a soft, wearable beard with adjustable straps. The set includes a vibrating trimmer, a shaving cream can, a rolling razor, scissors, a brush, and more.

3) Spanish See & Spell Learning Toy | Ages: 4+ MSRP: $27.99 | Available: Fall 2023

This illustrated wooden puzzle set will help to teach native Spanish speakers and kids who want to learn another language basic words. The 64 colorful letters fit into the eight two-sided cut-out boards to spell threeand four-letter words, such as “gato,” “casa,” and “sol.”

NUG & TATER

NugLug Complete Set | Ages: 3-8 | MSRP: $124.99 | Available: Now

The NugLug is a portable activity set that has games including a magnetic whiteboard for drawing and gameplay, alphabet tiles, Tangram puzzles, and 3D building blocks. It also includes food-safe containers to take snacks on the go.

PETS

SNOOP DOGGIE DOGGS

1) Deluxe Boom Box Pet Toy | MSRP: $14.99 | Available: Now

Dogs can squeeze or bite this plush boombox to hear Snoop Dogg call them to action with phrases including “To all my doggs all around the globe, turn up that radio!,” and “Bow wow wow, yippie yo, yippie yay.”

2) Deluxe Chain Steering Wheel Pet Toy MSRP: $9.99 | Available: Now

Dogs can steer into fun with this rope-style flying disc that’s inspired by the So-Cal low rider scene.

BIG MOUTH PETS

1) Pet Lunch Bags | MSRP: $19.99 | Available: Fall/Winter 2023

This soft tote is designed to carry treats and other pet necessities. The tote features a zipper closure top and a handle for portability. The bag is available in popcorn bucket (pictured) and beer caddy designs.

2) Pet Elevated Food Bowls | MSRP: $14.99 | Available: Fall/Winter 2023

These ceramic bowls are 5 inches tall and designed to hold wet or dry food, water, or snacks for beloved pets. The bowls are available in three designs: UFO, rainbow, or mushroom (pictured).

3) Pet Treat Jar | MSRP: $12.99 | Available: Fall/Winter 2023

Designed to look like a giant pill bottle, this pharmacy-grade treat jar is designed to store pet food and treats.

Bigg Snoop Dogg brings a West Coast vibe to the pet toy space. | Source: Snoop Doggie Doggs

JAZWARES

1) Squishmallows Pet Beds | MSRP: $34.99-59.99 | Available: Now

The bed features the Squishmallows design, and the bolsters create a comfortable headrest. The collection includes different Squishmallows and comes in small (20-inch), medium (24-inch), and large (30-inch) sizes.

2) Squishmallows Plush Dog Toys 3.5-inch Two Pack Squeaky Plush MSRP: $9.99 | Available: Late 2023

Pets can enjoy toys in the form of Poplina the Purple Boba and Diedre the Vanilla Cupcake. Pets can play with toys that are squeaky, crinkly, and squishy.

3) Wham-O Frisbee Brightzbee | MSRP: $19.99 | Available: Now

Owners can play with their pets day and night with the light-up Frisbee. The soft-rubber Frisbee is easy to throw and is gentle for pets to catch.

HERSHEY’S

Hershey’s Pet Toys | MSRP: $4.99-14.99

Available: Fall 2023

Hershey’s joins the fun with a variety of toys for dogs and small animals inspired by its top brands, including Reese’s, Twizzlers, and Jolly Ranchers.

The ScratchPad Pro keeps cats occupied with its laptop-shaped scratcher toy. The product features a mock computer screen, a mouse, and cats on a video call. Pet owners can also decorate their pet’s scratcher toy with cat-themed stickers.

2) Paws & Relax | MSRP: $29.99 | Available: Now

With Paws & Relax, families can pamper their pets by treating them to a relaxing massage. Pet owners can use the turtle-shaped, electric fur and scalp massager to calm their pets and groom their fur.

HASBRO

1) NERF Dog Glow Starter Pack

MSRP: $34.99 | Available: Now

Families can keep playtime going in low light or at night with this NERF Dog Glow Starter Pack. It comes with a rechargeable ultra glow-in-the-dark ball and a portable charging case to supercharge NERF Dog glow toys.

2) NERF Dog Glow Translucent Blaster | Ages: 14+ MSRP: $39.99 | Available: Now

This high-powered ball blaster launches NERF Dog Glow Balls up to 50 feet. Families can also use the blaster’s barrel to pick up balls “hands-free” to avoid doggie slobber. A Glow Ball is included, charging case is sold separately.

RUBIES PETS

1) Yummy World Pet Toys | MSRP: $16.99-26.99 | Available: Now

Rubies’ Yummy World pet toys come in an assortment of sizes and are inspired by real life treats, including French Fries, Popcorn Chicken, and Popcorn (pictured). The fabric “bucket” of popcorn has five removable popcorn kernel plush toys to keep pets entertained.

2) Teenage Mutant Ninja Turtles Pet Costume | MSRP: $26.99-30.99 | Available: Now

Families can turn their furry friends into Heroes in a Half-Shell with this costume set that comes with a headpiece and a Ninja Turtle suit with attached shell. Cowabunga, doggies!

3) E.T. Pet Costume | MSRP: $25.99-28.99 | Available: Now

Pets can steal the hearts of the neighborhood while wearing this costume inspired by the famous scene in E.T. the Extra-Terrestrial where Elliott rides his bike with E.T. nestled safely in a basket. The costume includes E.T. in a basket and a headpiece with an attached body of Elliot in his iconic red sweatshirt.

RIDE-ONS

LITTLE TIKES

Street Burner | Ages: 3+ | MSRP: $99.99 Available: Now

With cool motorcycle styling, kids can pedal through neighborhood turns and straightaways. The Street Burner has an adjustable seat, a large tire for stability, and removeable training wheels for younger, less experienced riders.

MSRP: $49.99 | Available: Now

Toddlers can scoot and create with this footpowered ride-on that has lights, sounds, a flip-out stop sign, and a secret compartment with Play-Doh and molds. A rolling pin is stored in the spoiler.

HUFFY

20-inch Huffy Green Machine | Ages: 8+

MSRP: $149.99 | Available: Now

The legendary Green Machine from the 1970s is back, redesigned and reimagined for a new generation. Kids with a recommended height of 55 inches or taller can take a seat in the cockpit and take hold of the dual steering levers and drift, spin, and slide with this pedal-powered wild ride.

Play-Doh School Bus Ride-On | Ages: 3+

The iconic Green Machine is back for a new generation. | Source: Huffy

DROYD

Droyd Romper | Ages: 3+ | MSRP: $139.99

Available: Now

Kids can rock the block on this electric trike. It features an all-plastic body, a 24-volt battery, a light-up LED front wheel, and more. The Romper has parental controls and can operate at 3 and 6 mph for up to 45 minutes on a single charge.

RADIO FLYER

Flyer Extreme Drift Go-Kart | Ages: 5+

MSRP: $429.99 | Available: Now

The combination of rubber traction on the front tires and extra wide rear wheel slicks make for the ultimate drifting vehicle. Kids ages 5 and up can travel at speeds of 5 mph and 8 mph, while an 11 mph setting is geared toward drivers 13 and up. It has a variable throttle pedal for greater speed and vehicle control.

RIDE-ONS

KOOL KARZ

NHL Zamboni Kids’ Ride-On | Ages: 3+ MSRP: $349 | Available: Now

Hockey-loving kids can cruise the imaginary rink with this officially licensed NHL Zamboni ice resurfacer ride-on. Inspired by Zamboni’s first-ever electric model, this 6-volt rechargeable vehicle comes with a decal sheet featuring the logos of all 32 NHL teams so that kids can customize their ride. It also features LED headlights and rubber tires and comes with a pre-loaded soundtrack featuring real Zamboni noises.

SCHYLLING

Big Wheel 16-inch Big Spin | Ages: 3+ MSRP: $129.99 | Available: Now

The Big Wheel features low, steady wheels that grip the sidewalk for safety as kids pedal and do signature spin outs. Preschoolers can develop riding confidence and independence with this as their first ride.

RAZOR

1) Crazy Cart Shuffle | Ages: 4+ | MSRP: $119 | Available: Now

This kid-powered go-kart drives, drifts, and spins. Riders shuffle their feet back and forth to gain speed and then lift the Drift Bar to initiate drifting and spinning.

2) Ground Force Elite | Ages: 13+ | MSRP: $549.99 | Available: Now

Razor’s first 36-volt electric go-kart includes a forward/ reverse drive switch for maneuverability and has enhanced steering engineered for performance. It has unibody construction and shifter kart styling.

3) Razor Ground Force Rad Rod | Ages: 6+ MSRP: $229 | Available: Now

Inspired by garage-built “rat rod” cars with an unfinished look and lower stance, the Rad Rod has grippy skateboard front wheels and slick rear wheels for drifting. This electricpowered go-kart for younger riders has a top speed limiter switch so that parents can choose the right maximum speed for their child: 7 or 10 mph.

TOY ADJACENT

SCHYLLING

14.5-inch LAVA Lamps

Ages: 8+ | MSRP: $39.99

Available: Now

Kids can watch the wax blobs split, collide, and ooze their way up and down for a calming experience. Each lamp includes a 25-watt light bulb and plugs into a power outlet. Kids can choose from different styles, including Candy Swirl (pictured), Vinyl Record, and Erupting Crater.

JAZWARES

BigMouth x Squishmallows

Inflat-a-pals (Big Mouth)

Ages: 4+ | MSRP: $129.99

Available: Now

Kids can relax on the inflatable 3-foot wide floor loungers that feature the Squishmallows designs. The collection includes Kevin the Koala, Holly the Owl, Leonard the Lion, and Ronnie the Cow. Kids can use the loungers indoors and outdoors.

ATA-BOY

1) Hunter X Hunter Lanyard | MSRP: $5.99 | Available: Now

This Hunter X Hunter-inspired lanyard features characters like Gon and Killua and has a clear pouch for an ID card.

2) Sonic the Hedgehog Sticker

MSRP: $3.99 | Available: Now

This 4-inch sticker features Sonic and Tails with gold rings and says “Let’s Roll.” Kids can use it to customize laptops, notebooks, and more.

3) Star Trek: The Original Series Metal Signs | MSRP: $6.99 | Available: Now

The metal signs in this collection are the size of a standard sheet of paper and feature characters from the original Star Trek series, like Spock and Captain Kirk.

SALUS BRANDS

Fluffy Floor Cushions

Ages: 5+ | MSRP: $69.99 | Available: Fall 2023

Kids can play and lounge on the floor with these cushions, which include designs like Comfy Monkey, Blast Off Rocket Ship (pictured), Triple Scoop Ice Cream, and Rainbow Cloud.

I’M THE CHEF TOO!

Hasbro Treat Baking Collection

Ages: 4+ | MSRP: $36.95 | Available: Now

I’m The Chef Too! teamed up with Hasbro for this assortment of baking sets that are designed to get kids cooking. The collection includes My Little Pony Parfaits, Peppa Pig Muddy Puddle Cookie Pies, and Transformers: Earthspark Treat Pops. Each set includes ingredients, instructions, and other surprises themed to these kid-favorite brands.

HOLOTOYZ

PAW Patrol AR Tattoos & Stickers

Ages: 3+ | MSRP: $6.99 | Available: Now

This collection of PAW Patrol temporary tattoos and stickers features artwork that gets animated when scanned using a free, kid-safe companion app. The interactive adventures are powered by augmented reality (AR) and the pups appear to be moving on kids’ skin.

TOOTHBRUSH TOYS

Character Toothbrush Assortment

Ages: 2+ | MSRP: $19.95 | Available: Now

Little ones can turn brushing their teeth into an adventure with this range of character-themed toothbrushes. There are six new styles to collect, including Brushy the Brushasaurus, Aqua the Mermaid, Petey the Puppy, Chompers the Shark, Princess Pearly Whites, and Captain Cavity — “the superhero of dental hygiene.”

Each Toothbrush Toys character features extra soft bristles and an easy-to-grip handle for small hands to hold.

TOY ADJACENT

PURPLE LADYBUG

1) CharmWow Multicolor Customizable Necklace and Bracelet Locket Sparkle Set | Ages: 6+ | MSRP: $19.99 | Available: Now

Kids can decorate a multicolor pendant locket and matching bracelet with locket with the 11 mini charms and glitter colors that come with this set. They can work on building self esteem and self expression by showcasing their personalities through the charms that represent their different hobbies and interests. A pink and rose gold kit is also available (sold separately).

2) CharmWow Unicorn and Mermaids Charm Bracelet Making Kit | Ages: 6+ MSRP: $19.99 | Available: Now

Kids will mix and match the designer unicorn and mermaid-themed charms to create four charm bracelets. The kit includes four metal chain bracelets in blue, hot pink, silver, and multicolor, as well as 25 clip-on charms and a storage pouch. A panda fashion version is sold separately.

3) CharmWow Mix and Match Charm Necklace and Bracelet Making Kit

Ages: 6+ | MSRP: $19.99 | Available: Now

Kids can create two chain bracelets and two chain necklaces with 74 multicolor beads and six designer charms to customize jewelry that reflects their personalities.

ULTRA PRO

Easy Grip Sleeves — 100-count

MSRP: $3.99

Available: Now

These are Ultra Pro’s first sleeves with a half-circle tab that protrudes above a standard Toploader, making it easy for collectors to remove a sleeved card from a Toploader. They can also use the half-circle tab to assist with inserting cards to prevent corner damage. The Easy Grip Sleeves are made with non-PVC, archival safe, and acid-free polypropylene film, which will protect valuable trading cards and collectible game cards from dust, dirt, and natural oil. Designed to hold standard (2.5 by 3.5 inches) trading cards up to 35 points in thickness, these sleeves also minimize surface scratches on cards during sorting, display, or gameplay.

NEOPETS

1) Neopets: The Official Cookbook (Andrews McMeel Publishing)

Ages: 8+ | MSRP: $24.99

Available: Now

Neopets fans can learn how to make food and other treats from Neopia using this cookbook, featuring 40 step-bystep recipes.

2) Neopets Tarot and Oracle Deck Set (Geekify)

Ages: 6+ | MSRP: $55.95

Available: Now

This set features 78 unique tarot cards with Neopian heroes, villains, and inhabitants and a guidebook to explain each card’s meaning.

CHANGING

THE GAME

PLAY ON: FROM CONSOLE TO SHELF

by

The fact that Hot Toys, a premium collectibles brand, has created expensive figures for PlayStation and Marvel’s Spider-Man and Spider-Man: Miles Morales video games really hammers home that toys and video games are locked in an eternal embrace.

Similarly, when gamer pals see that distinctive, white spider logo on one of the hundreds of Spider-people in Sony’s recent animated sequel, Spider-Man: Across the Spider-Verse, they exchange a knowing nod.

Video games have been adapted into long-running comic books, box office blockbusters, and hit TV series. And yes, characters from video games fill up kids’ toy boxes and collectors’ toy shelves and fan caves. But if there was ever any doubt about the significance of video game intellectual property (IP) in the pop culture zeitgeist, this year has laid those outdated observations to rest.

In short, I believe this year has been the BEST year for video games, in every sense of the word.

Gamers have been able to play through some of the most enjoyable interactive experiences ever crafted this year, with titles including The Legend of Zelda: Tears of the Kingdom, Diablo IV, Star Wars Jedi: Survivor, Street Fighter 6, and Final Fantasy XVI debuting within the first half of

Additionally, gamers have experienced

superb recreations of games that blew players’ minds years ago, and then again this year. I’m talking about Metroid Prime Remastered, Resident Evil 4, Dead Space, and the PC and Steam Deck release of Ratchet & Clank: Rift Apart.

BUT WAIT, THERE’S MORE!

At the time of this writing, we still have some major releases scheduled to hit the market that should fuel holiday sales. Starfield just landed, launching the first new game universe from Bethesda (The Elder Scrolls V: Skyrim, Fall Out 4) in decades. Then Marvel’s Spider-Man 2, a PS5-exclusive from Insomniac Games, arrives on Oct. 20. That same date, Super Mario Bros. Wonder arrives for the Nintendo Switch family of systems, and that could inspire sales for JAKKS Pacific’s growing line of figures and playsets.

Next month, Activision’s Call of Duty: Modern Warfare III hits consoles, and Jazwares is likely already developing new action figures inspired by the new game to expand its recently launched Call of Duty collection.

This year has been one for the ages, with dozens of astoundingly fun games. Other notable releases include Octopath Traveler II, Baldur’s Gate 3, Fire Emblem Engage, and Hogwarts Legacy.

GAMING’S MASSIVE SUCCESS TRANSCENDS MEDIA

The Sonic the Hedgehog movie series from SEGA and Paramount Pictures has been great fun and enormously successful, and I’m happy that more installments are on the way. However, video game storytelling truly, ahem, leveled up this

year with HBO’s The Last of Us and Universal’s animated The Super Mario Bros. Movie. Despite targeting entirely different audiences, both became international, irrefutable juggernauts in their own rights.

This cross-media gaming pollination continues, of course. Sequels and new seasons are on the way, as are new content experiments like Sony’s Twisted Metal series for Peacock. There’s a new season of the Castlevania animated series on Netflix and the streaming platform is continuing its hit show based on The Witcher, even though our erstwhile Geralt, Henry Cavill, has chosen to depart for Amazon to build another series based on a tabletop and video game franchise: Warhammer.

GAMING IP IS FLEXING RIGHT NOW

There’s little doubt that audiences are feeling some form of superhero fatigue, even as some studios and manufacturers continue to make great superhero movies, series, games, comics, and toys. Consequently, content studios and toymakers are looking to dive deeper into the storytelling opportunities that video games provide.

Rumors have been swirling for months that Universal and Illumination will create the inevitable sequel for The Super Mario Bros. Movie, but film-goers can also anticipate an animated movie based on The Legend of Zelda. In the spring, Nintendo’s creative superstar Shigeru Miyamoto told the Japanese outlet Nikkei that, “Nintendo is like a talent agency. We have plenty of other entertainers … There are many possible ways we could go, such as using characters that would be a fit for movies…”

The mind boggles thinking about how

Video games are inspiring more toys and collectibles than ever.

VICTOR LUCAS, Creator/Host, The Electric Playground

many fantastic movies and series could be made based on Nintendo characters, as the gaming studio is home to a vast collection of stories and franchises.

TOY COLLECTORS, GAMING ENTHUSIASTS, AND RETAILERS WIN

As studios and streaming platforms work their way through expensive licensing deals to bring game characters to new screens, there’s been a veritable explosion of new collectibles for gamers to invest in.

McFarlane Toys has been on fire with its DC Multiverse partnership (and yes, that includes figures based on Rocksteady’s seminal Arkham video game franchise) while collaborating with Blizzard Entertainment to create toys based on Diablo IV, NetherRealm to create toys based on Mortal Kombat, and Bethesda and id Software for Doom figures.

Beyond its array of Spider-Man-inspired figures, Hot Toys has Cyberpunk 2077’s Johnny Silverhand, played by Keanu Reeves. There are hundreds of Hot Toys Star Wars creations and the highend toy brand has ventured into building

figures around Star Wars Jedi: Survivor with the Scout Trooper Commander figure, so it’ll likely only be a matter of time before collectors are able to pick up a definitive Cal Kestis and his robot ally, BD-1.

If consumers want Cal and BD now, though, there are toys for that! Fans can look to the “Gaming Greats” sub-line from Hasbro’s Star Wars: The Black Series collection for an assortment of game-inspired action figures. As a massive fan of the games, I also love LEGO’s BD-1 Posable Droid Model Building Kit.

SCRATCHING THE SURFACE OF THE GAME SCREEN

In today’s marketplace, there are toys and collectibles based on almost all of the biggest gaming franchises: Elden Ring, Crash Bandicoot, Animal Crossing, Samurai Shodown, Monster Hunter, Halo, Dragon Quest, Metal Gear Solid — the list goes on.

Even modern toys based on classic games, such as SEGA’s 16-Bit Golden Axe franchise, are hitting stores. Storm Collectibles has a new line of action figures

inspired by the arcade game.

We’ve come a long way from the days when video game toys were considered rare novelties that would barely fill a tiny section in a store crammed with Star Wars figures, superheroes, and wrestlers.

The most interesting thing for me to observe whenever I enter a toy store or comic shop these days is how the gaming giants sit side-by-side with the Marvel, DC, and Lucasfilm characters that kids have been playing with for decades.

The toy industry has barely just pressed start. 

Creator and host of The Electric Playground, Victor Lucas is an Emmy-winning video game television pioneer. The Electric Playground hit the airwaves in 1997 and became a daily TV series with viewers worldwide since 2008. Lucas has produced several other TV series, including Reviews on the Run, and also partnered with game publishers to produce documentaries for several AAA franchises like Tomb Raider, Metal Gear Solid, Fallout, and Batman: Arkham. Follow Victor’s work at EPN.tv and youtube.com/EPNtv.

OUTDOOR & ACTIVE

HASBRO

1) NERF Pro Stryfe X | Ages: 14+ | MSRP: $129.99 | Available: Oct. 15, 2023

The first high-performance half-dart blaster from NERF is an upgraded version of the Stryfe Blaster that first debuted a decade ago. It comes with 30 NERF Accustrike foam darts. The blaster has a semi-auto firing mechanism reaching speeds of up to 150 feet per second and is powered by an included rechargeable battery.

2) NERF Pro Gelfire Collection | Ages: 14+ MSRP: $29.99-49.99 Available: Now

Teens can burst into battle with NERF Pro Gelfire blasters featuring hydrated Gelfire rounds that burst on impact. These massive-capacity blasters are rechargeable and come with protective eyewear. Choose from the NERF Pro Gelfire Ghost Blaster (pictured), Raid Blaster, and Dual Wield 2-Pack.

SKYROCKET

1) Faction Spectre Gel Bead Blaster | Ages: 14+ | MSRP: $49.99 | Available: Now

The Bluetooth-enabled smart gel bead blaster brings structure to the battlefield with objectives play ers and their teammates must accomplish to win. The free Faction Battle action. Kids can create and configure multiplayer games or use the Bluetooth Smart Beacon for target practice.

2) Faction Skyfire Tactical Target Drone

Ages: 8+ | MSRP: $34.99 | Available: Now

This drone is compatible with Skyrocket’s app-connected Faction Gel Bead Blasters or any gel or foam dart blaster. It flies on auto-pilot, maneuvering to avoid attacks. Tweens can rack up the hits before time runs out and it will automatically land in defeat.

The NERF Pro Stryfe X features half-length darts.

Source: Hasbro

OUTDOOR & ACTIVE

FAT BRAIN TOYS

“New” Ribbon Ninja | Ages: 8+ MSRP: $16.95 | Available: Now

The last ninja standing wins! In this updated game, players each have three ribbons attached to their wristbands and have

BLUE MARBLE

National Geographic Bug Habitat

Ages: 4+ | MSRP: $19.99 Available: Fall 2023

Kids can catch bugs and see them up close with the National Geographic Bug Habitat. They will learn about bugs and where they live as they safely catch and release bugs. The kit comes with all the tools kids need to become expert bug catchers.

GEL BLASTER

Gel Blaster Piranha | Ages: 14+ MSRP: $34.99 | Available: Now

The Gel Blaster Piranha is water-resistant to take splashes near the lake or pool. The Piranha can blast water-based Gellets up to 150 feet per second and more than 100 feet away.

1) X-Shot Insanity

Motorized Rage Fire Blaster | Ages: 8+ MSRP: $44.99

Available: Now

This foam dart blaster is so big that it comes equipped with a tripod. Kids can load up its 40-dart auto-feeding belt to take out targets from up to 90

2) X-Shot Hyper Gel Trace Fire Blaster

Ages: 14+ | MSRP: $39.99 Available: Now

Kids can blast Hyper Gel Pellets at 170 feet per second with this blaster’s motorized and semi-automatic modes. It features a 600 pellet capacity hopper and an additional 850 pellet capacity mag. The Gel Trace Fire Blaster comes with 10,000 Hyper Gel Pellets, and protective eyewear.

TANGLE CREATIONS

Nightball Pickleball Set | Ages: 6+ MSRP: $60 | Available: Now

Kids and adults will have clear vision on a dimmed court with this motion-activated LED pickleball set. It includes two light-up USB-rechargeable paddles and three light-up pickleballs.

OUTDOOR & ACTIVE

BIG MOUTH

Snow Globe Fort

Ages: 3+ | MSRP: $99.99

Available: Fall 2023

This inflatable snow globe fort is designed for indoor or outdoor play. It features a clear top, the phrase “winter wonderland” on the base, and can fit

Ages: 6+ | MSRP: $49.99

Available: Now

Kids can learn to skateboard in three easy steps: Balance (balance), Wheels (skating), and Ollie (tricks). A provided QR code opens a how-to video that explains the balance board and its inserts.

MELISSA & DOUG

1) Yellowstone National Park Grizzly Bear Games

Ages: 3+ | MSRP: $37.99 | Available: Now

Kids can dress up as hungry bears and pretend to explore Yellowstone National Park hunting for food. The set comes with plush fish and other “bear food” items that stick to the wearable bear paws and snout.

2) Grand Canyon National Park Hiking Gear Play Set | Ages: 3+ MSRP: $37.99 | Available: Now

Kids can use their imaginations to take a hike through Grand Canyon National Park. The gear belt holds everything they need, including a double-sided map and field guide, first aid supplies, a wooden energy bar, a safety whistle, and more. They can rotate four photo disks in the binoculars to see canyon scenes and slide identification cards into the tracker to identify native plants and animals in English and Spanish.

MSRP: $39.99 | Available: Now

Kids can have fun in the cold with Squishmallows snow tubes. The collection includes Winston the Owl, Benny the Big Foot, and Fifi the Fox. The snow tube has two handles and an inlaid seat for added comfort.

SKILLMATICS

Seek & Splash | Ages: 6+

MSRP: $24.97 | Available: Now

This action-packed underwater diving game features waterproof cards and shimmering gems. Kids scatter the gems in the water then take turns picking a card and diving to find the matching gem. The set includes a mesh bag for easy transport to and from the pool.

OUTDOOR & ACTIVE

SPIN MASTER

Aerobie Super Sonic Fin Catch

Ages: 8+ | MSRP: $9.99 Available: Now

Kids can practice their throwing skills with this aerodynamic football. This 5.25-inch football features a hollow gyroscopic design with foam on the tail and fin.

SALUS BRANDS

CocoNut Outdoor Winter Foam

Sleds | Ages: 5+ | MSRP: $29.9934.99 | Available: Late 2023

This collection of foam sleds features a cushion on top and a slick bottom. There are three designs available: a penguin, a polar bear, and a double-rider rocket.

KIDKRAFT

Valley View House | Ages: 3+ | MSRP: $299.99

Available: November 2023

This outdoor wooden playhouse features a working doorbell and an interior highlighted by a kitchenette and hanging utensils. The exterior features a hanging bird feeder and a built-in table and bench.

NATIONAL SPORTING GOODS

NSG Giant Tumbling Tower | Ages: 5+ MSRP: $54.99 | Available: Fall 2023

It’s okay for this tower to lean, but players don’t want to be the one that makes it fall. This new, 38-inch take on the traditional Tumbling Tower Game is designed to be played by the whole family and features lightweight plastic columns and base decks, and a foam die.

FUNORMOUS

Baby Shark Inflatable Waterslide With Pool | Ages: 2+ | MSRP: $399

Available: Fall 2023

This Baby Shark-inspired outdoor inflatable includes a climb, a slide, a basketball hoop, a tunnel, a water canon, and a pool. The pool design features Baby Shark and his friends and the inflatable is brightly colored in yellow, pink, and blue to stand out on those sunny days.

1) John Deere Weed Trimmer | Ages: 5+ | MSRP: $29.99 | Available: Now

Little landscapers can buzz their way around the backyard or pretend garden with the John Deere Power Tools Weed Trimmer. The trimmer features an expanding arm, tilting head, and realistic sounds; it even lights up to help kids get the perfect trim.

2) Barbie Convertible Pop-Up Tent with Musical Key Fob | Ages: 18MOS+ | MSRP: $29.99 | Available: Now

Kids can press a button on the key fob to honk the horn, rev the engine, squeal the tires, and pick up the tent to pretend to drive as Barbie says, “Let’s go!”

3) Monster Jam Grave Digger Pop-Up Tent with Musical Key Chain | Ages: 3+ | MSRP: $29.99 | Available: Now

When the skull shaped key chain is pressed, kids can rock out to music and classic stadium sounds. This licensed tent has signature graphics and a realistic design. With the no-floor design, kids can pick up the truck and pretend to race and rally.

PLUSH

BASIC FUN!

1) Care Bears Sequin Cheer Bear | Ages: 4+ | MSRP: $29.99 | Available: Fall 2023

This limited edition medium plush features a glittery rainbow belly badge and vibrant rainbow sequins that sparkle and shine. Kids can spread cheer in style with the included backpack clip.

2) Misfittens Series 3 | Ages: 4+ | MSRP: $9.99 | Available: Fall 2023

Inspired by the #ifitsisits memes and social media trend, Misfittens is a silly group of cats with a passion for tiny spaces. Series 3 features Wild Cats in new styles and colors, with extra fluffy two-toned tails and fun accessories.

CUDDLE BARN

1) 15-inch Toadstool Wawa | Ages: 0+ | MSRP: $54.99 | Available: Fall 2023

This 15-inch plush combines Wawa the Froggie with a red toadstool cap.

2) PlushGoals Planet | Ages: 0+ | MSRP: $22.99 | Available: Now

This collection of plush creatures includes Camden the Capybara, Roxy the Raccoonicorn, Kai the Kirin, Lottie the Lovely Axolotol, Dorain the Dragonfuit Dragon, and Moocha the Coffee Cow.

3) 7-inch Scented Mooshakes | Ages: 0+ | MSRP: $14.99 Available: Fall 2023

The new scented Mooshakes are 7-inches tall and feature four, milkshake-inspired plush characters for kids to collect. Choose from Mint Chip, Cotton Candy, Strawberry, and Witchy Brew.

Kids can add flair to their collection with the Care Bears Sequin Cheer Bear. | Source: Basic Fun!

PLUSH

JUST PLAY

Disney Junior Minnie Mouse Butterfly Ballerina Plush | Ages: 3+ MSRP: $39.99

Available: Now

Kids can dance along with Minnie Mouse when they press the light-up butterfly on her chest, which plays the song “Just Like a Butterfly” and activates Minnie’s spinning tutu and lights up her bow.

SKYROCKET

My Fuzzy Friends: Magic Whispers Kitty | Ages: 4+ MSRP: $24.99 | Available: Now

Kids can press Kitty’s glowing crystal heart against their forehead to hear her secret inner voice. Then they can hear a special message just for them in Secret Cat Chat. Ask a yes or no question in Fortune Teller and she’ll magically predict the answer. She’ll even share her favorite cat jokes in Witty Kitty mode.

SQUISHABLE

1) Mini Birthday Avocado

Ages: 0+ | MSRP: $28 | Available: December 2023

Fans of avocados can celebrate another year around the sun with this festive fruit. The plush gets the party started with a party hat and confetti.

2) Trash Can | Ages: 0+ | MSRP: $55 | Available: Now

With this adorable and sorta-grumpy plush, every day is garbage day. It features fuzzy friends hidden inside.

UNCANNY BRANDS

1) WWE 24-inch Bleacher Buddy Plush Figures

Ages: 3+ | MSRP: $39.99 | Available: Now

Bleacher Creatures’ newest WWE plush toy collection is perfect for fans of all ages who want to bring the excitement and energy of the wrestling ring home. These extra-large 24-inch plush toys are durable and ready for action-packed, wrestling-inspired playtime.

2) NBA Sneaker 6-inch Kuricha Plush | Ages: 3+ | MSRP: $19.99 | Available: Now

Each sneaker plush is designed to capture the spirit and energy of its team, making it the perfect addition to any NBA fan’s collection, no matter their age.

3) NHL Zamboni 5-inch Kuricha Plush

Ages: 3+ | MSRP: $39.99 | Available: Now

At the heart of every hockey game is the Zamboni, and this new memory foam plush assortment represents the ice resurfacer in styles based on fan-favorite NHL teams.

PLUSH

ZURU

1) Pets Alive Pooping Puppies | Ages: 4+ | MSRP: $19.99 Available: Now

These puppies are as real as it gets. Kids can choose between a pug, dalmatian, or husky — each one barks, eats, and poops. Kids feed their pup food and when it’s time to go, it poops with color changing magic.

3) Pets Alive Smitten Kitten | Ages: 4+ | MSRP: $14.99 | Available: Now

Kids can adopt eight different kittens, including the ultra rare Rainbow Kitty. Each one comes with five surprises, including a kitty litter compound. Kids can feed them milk from a bottle and listen to 10 real life kitty sounds.

GREAT EASTERN ENTERTAINMENT

FigureKey Movable Plush Ages: 15+ | MSRP: $19.9929.99 | Available: Now

These patent-pending mixed-media PVC and plush figures feature 12 points of articulation. They are available as 4.5- and 8-inch figures, covering anime, manga, and pop prop erties. Each movable figure is available in three versions featuring different heads.

THE DR. LISA COMPANY

(FORMERLY WORLD OF EPI)

The Fresh Cuddles | Ages: 0+ | MSRP: $14.99

Available: Winter 2023

Kids can have plush friends that feature locs, braids, and Bantu knots. When kids hug their plush, the toy can hug them back. Kids can bring their squeezable friends on the go, in car rides, and at home.

TOMY

1) Club Mocchi- Mocchi- Mega Plush Collection | Ages: 3+ | MSRP: $34.99

Available: Now

Designed in Japan, Mocchi- Mocchi- are super soft and huggable pillow toys. Kids can collect a variety of fan-favorite characters from video games, including Shadow from Sonic the Hedgehog, Kirby, and Master Chief (pictured) from Halo

3) Club Mocchi- Mocchi- Suya Suya Sleeping Friend Plush Collection

(Jujutsu Kaisen and Spy X Family) | Ages: 3+ | MSRP: $16.99 | Available: Now

This huggable plush from the Club Mocchi- Mocchi- Suya Suya line is a super soft and squeezable pillow toy. Suya Suya is Japanese for “peacefully sleeping friend” and these comfy-cozy plushies are the perfect nap-time companions.

PLUSH

DOUGLAS

Celestial Castle Play Set

Ages: 3+

Available: Fall 2023

This 13-inch ice blue block castle plush comes with four 4-inch Fantasy Friends Finger Puppets. Kids can pop up the windows and open the latched door for adventures inside and outside of the castle.

SPIN MASTER

EOLO

Biggies | Ages: 3+ | MSRP: $24.99

Available: Now

The Biggies Fantasy line features four different characters including a dragon, a rabbit, a unicorn, and a dog. These super-sized mega plush come in packaging designed to enhance the unboxing process, making it part of the play experience.

1) GUND Animated Cow | Ages: 0+ | MSRP: $45 | Available: Now

Kids can learn about animal sounds with the Buttermilk cow plush, which features more than 20 interactive phrases. Kids can press each hoof to play an interactive game or listen to “Old MacDonald Had a Farm.”

2) P.Lushes Juicy Jam Collection | Ages: 3+ | MSRP: $12.99 | Available: Now

Kids can embrace their plush toys while smelling different scents. The Juicy Jam collection features Berrie Fields (strawberry), Lola Del Pina (pineapple), Summer Cerise (cherry), Capri Limon (lemon), and special edition characters.

PMI KIDS’ WORLD

1) Piñata Smashlings Plushy Surprise Box | Ages: 6+ | MSRP: $2.86

Available: Now

Kids can collect up to six plushy surprise characters. Each box contains a 5-inch tall Smashlings plush, a collector’s leaflet, and a redeemable QR code that unlocks in-game DLC content.

2) Pudgy Penguins 8-inch Plush Buddies + Digital Experience Redemption Code | Ages: 8+

MSRP: $9.99-14.99 | Available: Now

Kids can adopt a plush buddy inspired by the Pudgy Penguins NFT collection. By redeeming the code online, kids can register their penguins in their name and trade traits on the Pudgy Penguins marketplace.

PLUSH

THE POKÉMON CO.

Pokémon Dreams Plush | Ages: 4+ MSRP: $29.99 | Available: Now

This collection of cuddly Pokémon pals is inspired by the all-new Pokémon Sleep app. Trainers can enjoy a restful night’s sleep cuddled up with their favorite Pokémon while discovering Pokémon with rare sleep styles in-game. The collection features Pikachu (pictured), Slowpoke, Cubone, and Chikorita.

HASBRO

Star Wars Fuzzy Force Nubs | Ages: 3+

MSRP: $34.99 | Available: Now

This 16.5-inch plush character is inspired by Star Wars: Young Jedi Adventures on Disney+. Nubs has super-soft blue fur, acrylic eyes, and a plush Lightsaber.

JAZWARES

1) Squishmallows | Ages: 3+ | MSRP: $5.99-39.99 Available: Now

The collection features ultra-soft plush with different designs and personalities. Squishmallows sizes range from 2- to 24-inches, and prices vary depending on size. The collection has multiple extensions, including HugMees, Squish Doos, Stackables, Flip-A-Mallows, and Squishville.

2) BumBumz | Ages: 3+ | MSRP: $8.99 | Available: Now

This plush collection features trendy designs in soft, sensory materials. Each 7.5-inch plush comes in different forms, including a flower (pictured), a lava lamp, an alien, and more.

MOOSE TOYS

Cookeez Makery Toasty Treatz Toaster | Ages: 5+ | MSRP: $9.99

Available: Now

With this toaster-themed playset, kids drop a breakfast treat card into the toaster slot, slide the handle down and then back up again to pop up a scented Toasty Treatz plush. There are six squishy, breakfast treat-shaped plush for kids to collect in Common, Rare, and Ultra Rare varieties, including Strudel Poodle, Pnutty & Jam Tiger (pictured), Pan Kitty, Panda Au Chocolat, Unicorn Tart, Ultra Rare Bluebunny Waffle, and more. When playtime is over, kids can store their plush in the toaster.

BABABOO AND FRIENDS

Bababoo and Friends Plush Characters | Ages: 0+ MSRP: $27.50 | Available: Fall 2023

Kids can collect Bababoo, Lolo, and Pippa as soft, cozy, plush, each carrying a small cloth book with pictures of all their friends. The line features double layered fabrics, fun textures, embroidered eyes, and vibrant colors to stimulate the senses. Additionally, each Bababoo and Friends plush character comes with a cardboard book with additional details.

YUME

DZNR Plush Collection Jujutsu Kaisen | Ages: 0+ MSRP: $16.99 | Available: Fall 2023

DZNR (duh·zai·nr) is a unique collection of plush celebrating the heritage and artistry of the characters and story behind each through print, texture, form, and feature. The Jujutsu Kaisen collection launches in time for the anime’s second season featuring Jujutsu sorcerers with their cursed powers.

PLUSH

UPBOUNDERS

Ranger Camping Outdoors Character | Ages: 18 MOS+ $21.99 | Available: Now

12-inch plush character is dressed camping with a tan and green park

Splash Park Baby Boy Doll | Ages: 18 | MSRP: $21.99

Available: Now

This plush doll is part Upbounders’ Splash series and comes with removable swim diaper and

RANDIMALS

Randimals Plush | Ages: 4+ MSRP: $37.95 | Available: Now

Randimals Plush characters are mashups of two different animals blended together, each with their own distinct personalities. There are nine different kids to collect, with combinations like the Girtle (giraffe/turtle, pictured), the OctoPuss (octopus/cat), and more.

LICENSE 2 PLAY

1) Sandoichis Mini Squishy Plush Ages: 3+ | MSRP: $5.99 | Available:

These 3-inch squishy plush combine es with a kawaii aesthetic. Each mystery possible plush, a backpack clip, a collector’s guide, and a display design inspired by vending machines.

2) Retoro Retro Tech Plush | Ages: 3+ MSRP: $5.99-24.99

Available: Now

Retoro plush comes in two sizes: 6- and 15-inch. Each plush toy is inspired by a piece of nostalgic tech from the past, with added glittery feet. Kids can collect all six smaller plush and four larger plush.

3) Best Friends Foodever Squishy Plush Mystery Bag

Ages: 3+ | MSRP: $9.99 | Available: Now

These plush come in packs of two, each featuring a pet and its favorite food. Kids can work to collect all six pairs of 3-inch plush from the mystery keep them attached to one another.

WOMPLE STUDIOS

DinoGlows: MEGA Species | Ages: MSRP: $64.99 | Available: Fall 2023

These cuddly 2-in-1 plush dinosaurs are more than 2 feet long. Each DinoGlow: MEGA species, including T.rex, Stegosaurus (pictured), and Triceratops, flips inside-out to reveal a glow-in-the-dark fossil skeleton of the dinosaur. All DinoGlows now feature a zipper opening for easy plushreversing action.

LICENSE 2 PLAY

Bedtime Defenderz — Lexi | Ages: 3+

MSRP: $29.99 | Available: Now

The Bedtime Defenderz line features plush designed to help kids sleep peacefully. Lexi is the newest addition and features a bright red color scheme and two horns. Each Defenderz plush comes with a comic book, a slap bracelet “power band,” and a glow-in-thedark belt buckle.

VEHICLES & R/C

LEGO

1) LEGO Icons Chevrolet Camaro Z28 | Ages: 18+ | MSRP: $169.99 Available: Now

This 1,456-piece set pays homage to a vintage American classic: the Chevro let Camaro Z28. Builders can make choices to create their perfect model, then display it the way they want.

3) LEGO Speed Champions Mercedes-AMG F1 W12 E Performance & Mercedes-AMG Project One | Ages: 9+ | MSRP: $34.99 | Available: Now

Kids and race fans can now collect and explore two vehicles at the forefront of race car design. With 546 pieces, builders can create two collectible toy cars. Two LEGO minifigures are included.

VTECH

1) Switch & Go 3-in-1 Rescue Rex | Ages: 4+ MSRP: $42.99 | Available: Now

Kids can combine a police car, fire truck, and rescue copter to create a 20-inch long T.rex. Each vehicle has lights, movable parts, phrases, action sounds, and digital effects.

2) Turbo Edge Riders Raptor Racers Track Set Ages: 6+ | MSRP: $40.99 | Available: Now

This cardboard race track includes two motorized SUVs that ride along the top edge. Kids can recycle by repurposing cardboard boxes at home to create new track builds.

U.S. TOY CO.

Modarri C1 Concept Car | Ages: 6+ MSRP: $24.99 | Available: Now

Kids can design and build their own concept car with this set, which has interchangeable parts including hoods, fenders, chassis, suspensions, and wheels.

An American classic joins the LEGO Icons collection. | Source: The LEGO Group

SHARPER IMAGE

Giant Crusher R/C

Ages: 5+ | MSRP: $149.99

Available: Fall 2023

Kids can tackle off-road challenges with this 2.4 GHz 4x4 R/C truck. It has a top speed of 5 mph, giant wheels, and oversized shocks for superior handling and control at up to 130 feet away.

HORNBY HOBBIES

Scalextric Land Rover Series 1

Ages: 14+ | MSRP: $69.99

Available: Now

Hornby is bringing the Land Rover to 1:32-scale slot racing with a four-wheel drive system and a removable canvas roof.

Giant Wheel 23 Piece Set

Ages: 3+ | MSRP: $53.99

Available: Fall 2023

This set has everything kids need to build a monster truck out of basic magnetic shapes, including squares, triangles, rectangles, new giant wheels, a headlight accessory, and more.

TIDY TREASURES

Toy Car Storage Rig | Ages: 3+

MSRP: $110 | Available: Now

This display rig, made from FSC-certified plywood, can hold 24 1:64 scale cars. It includes a car sticker game that encourages kids to clean up after playing. Kids can personalize their truck using the provided letter tiles and mount it on the wall or leave it freestanding for easy access.

LIONEL

1) Disney100 Celebration Ready-To-Play Set

Ages: 4+ | MSRP: $99.95 | Available: Now

This battery-operated 36-piece train set comes with everything kids need to get started, including a locomotive, two passenger cars with window silhouettes of the beloved Sensational Six, 32 pieces of track, and a remote.

2) Disney’s Mickey Mouse and Minnie Mouse

Handcar | Ages: 14+ | MSRP: $199.99

Available: Now

In 1934, two titans of innovation and imagination

– Joshua Lionel Cowen and Walt Disney – entered a partnership to create what would become the saving grace of Lionel Trains: The Mickey Mouse Handcar. This Disney100 edition of the toy operates using a wind-up mechanism and includes a circle of two-rail track. Each handcar comes with a numbered Certificate of Authenticity that is sealed and signed by Lionel CEO Howard Hitchcock. Available in multiple colors.

VEHICLES & R/C

SUNNY DAYS ENTERTAINMENT

1) Maxx Action 3-N-1 Maxx Recycler | Ages: 3+ | MSRP: $39.99 | Available: Now

Measuring 18 inches long, this truck is a true-to-scale version of what kids see on their streets every day. Kids can use the dual joystick controllers to collect garbage and clean up the neighborhood and load up the 16 pieces of included “trash.”

2) Maxx Action Full Throttle | Ages: 3+ | MSRP: $14.99 | Available: Fall 2023

Kids can press the round button on top of the vehicle to activate colorful lights and realistic sound effects. For the big race, the pedal button on the back of the car engages top speed. Push the pedal button three or more times and watch as the vehicle takes off.

3) Super Bike | Ages: 3+ | MSRP: $19.99 | Available: Fall 2023

This two-wheeled vehicle is designed with an aerodynamic body, vibrant red color, and realistic features. Kids can press a button to activate the colorful lights and automotive sound effects. When they press the button on the top of the motorcycle it will pop a wheelie!

LUKI LAB

SMART ZONE HK

Mighty Wheels 7-inch Mighty Man Construction Vehicles | Ages: 3+

MSRP: $14.99 | Available: Holiday 2023/ Spring 2024

Mighty Man’s construction team consists of Throttle the dump truck, Gauge the front loader, Crank the crane, and Tater the cement mixer, as seen in the Mighty Man animated series. Each vehicle has colorful light-up wheels, three character phrases, and moveable parts.

FLYBAR

Flat2Fast Card Racers | Ages: 5+

MSRP: $5.99 | Available: Fall 2023

Flat2Fast Card Racers transform from cards to super fast racing cars with the press of a button — no pull back needed. And, these transforming cars are portable so kids can play with them on the go.

MAISTO

1:64 Muscle Machine Transports | Ages: 8+ | MSRP: $9

Available: Now

The first of the Muscle Machines lines to include transporters, these 1:64 scale vehicles are paired with themed cars on their beds, for a total of two vehicles included.

Hoonigan Hoonicorn 1:16 Scale R/C | Ages: 6+ | MSRP: $29.99 | Available: Now

This full-function 2.4GHz radio-controlled car is inspired by Hoonigan’s 1,400 horsepower 1965 Ford Mustang, better known as the Hoonicorn V2. It can reach a top speed of 6 mph at a range of up to 150 feet. An included USB cable quickly charges the car via any USB port.

VEHICLES & R/C

ZURU

Smasher Monster Truck Surprise

Ages: 4+ | MSRP: $24.99 | Available: Now

Kids smash their way through sand and slime to discover the pieces of a Monster Truck, which they can build. This set features more than 25 surprises and three trucks to collect.

TOMY

Super Mario Pull Back Racers

Ages: 5+ | MSRP: $4.99

Available: Fall 2023

Kids can pull back on the racer and watch it go. The racers come with a signature sticker that kids get to place on the front of the racer. Each surprise capsule includes one of eight different racers: Mario, Luigi, Wario, Donkey Kong, Princess Peach, Yoshi, Toad, or Bowser.

NKOK

1) Mean Machines 1:16 Scale R/C Assortment

Ages: 6+ | Available: Fall 2023

A trio of new monster trucks is rolling into NKOK’s Mean Machines 2023/2024 lineup. Kids can collect and race 1:16-scale versions of the 2023 Ford F-150 Lightning, 2023 Ford Bronco Raptor, and 2020 Ram Power Wagon. Each R/C truck comes with a 2.4GHz ergonomic pistol grip controller.

2) Blaze and the Monster Machines Freewheel Packs

Ages: 3+ | Available: Oct. 2023

Kids can collect free-wheeling 2-packs of vehicles inspired by Blaze and the Monster Machines. Each vehicle features grippy rubber tires. Choose from Blaze and Pickle (pictured), Crusher and Stripes, or Darington and Starla, each set sold separately.

3) Halo Infinite UNSC Wasp (2.4GHz) | Ages: 8+ | Available: Oct. 2023

The Halo AV-49 Wasp is a Vertical Take-off and Landing (VTOL) aircraft. It is easy to fly, it can hover in place by using an advanced altitude hold feature, and it can move extremely fast.

BASIC FUN!

Tonka Chuck | Ages: 2+ MSRP: $39.99 | Available: Fall 2023

This smiling and talking Tonka truck features new sounds and phrases. When kids activate his sensors, Chuck gets moving with animated motors in his mouth and dump bed. Kids can load up their haul then press his helmet to see Chuck roll across the floor to transport his cargo to its destination.

MATTEL

1) Hot Wheels Monster Trucks Transforming Rhinomite R/C Vehicle

Ages: 5+ | MSRP: $69.99 | Available: Fall 2023

This 1:12 scale R/C Monster Truck features massive tires, authentic decos, and Dynamite Mode in which the large-scale Monster Truck transforms into a motorized booster for smaller, 1:64 scale Monster Trucks. It comes with an exclusive 1:64-scale Race Ace Monster Truck.

2) Matchbox Action Drivers Matchbox Epic Construction Yard

Ages: 3+ | MSRP: $44.99 | Available: Fall 2023

Kids can take charge of the job site with this playset that features kid- and car-activated features, lights and sounds, and details inspired by real life. It comes with a 1:64-scale Matchbox backhoe vehicle.

3) Fisher-Price Batwheels BAM the Batmobile Transforming R/C

Ages: 3+ | Available: Now

This full-function R/C version of the beloved Batwheels super hero has lights, signature character phrases, and two speeds. Kids can hit the button on the included remote for Turbo Speed action.

GREENLIGHT COLLECTIBLES

Hollywood Rides Series 40 | Ages: 14+ | MSRP: $6.99 | Available: Now

The latest wave of 1:64-scale Hollywood Rides features die-cast vehicles from Cold Pursuit, Graveyard Carz, Home Improvement, and Grease, including the

1948 Ford De Luxe Convertible “Greased Lightning” (pictured).

SPIN MASTER

1) Monster Jam Grave Digger Trax | Ages: 3+ MSRP: $69.99 Available: Now

Kids can drive their R/C vehicle over dirt, rocks, grass, and water. The R/C has rugged treads for pulling off stunts on different terrains.

2) Monster Jam ThunderROARus Drop

Ages: 3+ | MSRP: $99.99 | Available: Now

Super Mario Bros. Movie Mario Rumble R/C Kart Racer | Ages: 4+ MSRP: $49.99 | Available: Now

Kids can bring the action of Mario Kart to the neighborhood with this R/C racer inspired by The Super Mario Bros. Movie. Mario’s head and hands move when the vehicle turns and the tailpipes light and rumble, just like they do in the animated movie.

RACING INTO 2024

Carrera caps off its 60th anniversary celebration with a return to Toy Fair.

Q&A with Frank Tiessen, President and CEO of Carrera Revell of Americas

Carrera Revell of Americas returns to the Javits Center this fall with a fresh lineup of slot cars, model kits, and R/C vehicles. The Toy Book caught up with President and CEO Frank Tiessen for a peek under the hood.

THE TOY BOOK: CARRERA HIT A MILESTONE THIS YEAR WITH 60 YEARS OF RACING ACTION. HOW HAS THE COMPANY CELEBRATED?

Frank Tiessen: We celebrated in various ways. The launch of our own direct-to-consumer website was important to us. This is not to compete with all of our trade customers, but to give consumers and fans another resource for our products. Additionally, we have, or are still in the process of launching some special- and limited-edition products for the anniversary.

For Toy Fair, we teamed up with Slot Mods, the No.1 custom slot car raceway maker, and had them build a very elaborate Digital 132 track showpiece!

TB: WHAT NEW PRODUCTS ARE YOU SHARING THIS FALL?

FT: The change in the Toy Fair schedule is a bit challenging timing-wise and not every item for 2024 is ready yet. But we are proud to show new products and licenses in our Carrera and Revell ranges. We are very happy to announce that Carrera inked a licensing agreement with the most important racing series in the U.S. — NASCAR. We are partnering with the dominant Hendrick Motorsports Team and will release various sets and cars in our GO!!!, Evolution, and Digital 132 ranges next year.

We also secured the Batwheels license for our highly successful Carrera First range, and for Revell, we will show new

licensed products inspired by James Bond 007, One Piece, Game of Thrones: House of the Dragon, and Stranger Things

Also, we will show for the first time some selected Revell R/C products for the U.S. Many people here in the U.S. don’t know that over in Europe Carrera and Revell are the No.1 and 2 brands for R/C vehicles according to Circana. In the future, we want to build on that success here in the U.S.

expertise and know what to recommend to each customer [at every stage] in their slot car or model-building journey.

TB: JUST UNDER THREE YEARS AGO, CARRERA AND REVELL MERGED TO BECOME CARRERA REVELL OF AMERICAS. HOW HAS THAT BENEFITED YOUR RELATIONSHIP WITH RETAILERS AND CONSUMERS?

FT: As always, when merging two companies there are some challenges in the beginning and I will definitely not try to sugarcoat this. However, the team has worked very hard to bring the brands together and to offer the assortments across all channels. I think that with a broader range [of products], we are becoming a little more important for our trade partners and it also makes it easier for them to try something new without a huge [inventory] commitment.

TB: LOOKING AHEAD, WHAT IS YOUR OUTLOOK FOR 2024 ?

That is just the tip of the iceberg, so we will definitely make it worthwhile to stop by our booth.

TB: WHAT CAN YOU TELL US ABOUT CARRERA’S RELATIONSHIP WITH RETAILERS IN THE HOBBY

CHANNEL?

FT: We are very lucky that we are well connected in the hobby channel. These retailers are basically the backbone of our business and extremely important for our hobby-grade products. They have the

Like many toy companies, we experienced an increase in business during the pandemic. We’re happy with how it’s continued since then. For slot car racing and model kit building, a lot of people either found their way back to these hobbies or discovered them for the first time and are now sticking with them. Our job is to build on that, attract even more fans ... and keep our current fans happy. We are happy to have one foot planted in the hobby and specialty side of the business, while the other foot is in the mass market. Both sides will see a lot of NEW from us next year. So to answer your question, our outlook is pretty positive for 2024! 

of Americas

SAFEGUARDING E-COMMERCE SUCCESS

The Importance of Brand Protection Against Counterfeits

by TRENT FAIRBROTHER, Brand Protection Strategic Partnerships Manager at Amazon, WiT Advocate

The success of your brand can in many ways depend upon the success of your e-commerce strategy. At Amazon, we obsess over our customers and selling partners, and are dedicated to protecting our selling partners like you from counterfeiters that would threaten your brand and business. When a customer makes a purchase through e-commerce stores like Amazon, they should trust that they will receive an authentic product. When they don’t, the customer, the stores, and your brand are all negatively impacted.

That is why Amazon and Women in Toys, Licensing & Entertainment (WiT) have partnered to provide expert support, best-in-class brand protection tools, and the educational resources needed to maintain the trust WiT members have earned with their customers. WiT is passionate about supporting its members and community. Amazon is proud to partner with groups like WiT, brands, law enforcement agencies, and others as we continue to innovate toward driving counterfeits to zero in our store.

How does brand protection play a role in preventing counterfeits?

Brand protection strategies play a vital role in mitigating the risks associated with counterfeiting. By safeguarding your brand through Brand Protection, you maintain the integrity and distinctiveness of your brand, strengthening customer recognition and loyalty. Protecting your brand fosters trust among customers, assuring them of authenticity.

Over the last year, Amazon partnered with WiT to provide its members with a five-part brand protection webinar series and rolled out the Building Protection Initiative, designed to provide one-onone brand protection support to women-owned businesses. These programs allow brands to grow in Amazon’s stores, and better manage and protect their brand and intellectual property rights.

brand protection efforts can be found in the 2023 Brand Protection Report, at brandservices.amazon.com/progressreport.

How can brand protection make a difference for your company? Let’s learn more from the WiT members who are leading the way in protecting their brands every day.

What is brand protection to you?

DeeDee Wright-Ward, Founder & CEO, Purpose Toys: For Purpose Toys and Purpose Toys LATIN, everything starts with community.

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Amazon’s mission is to be Earth’s most customer-centric company, and earning and maintaining customer trust is crucial. Brand protection tools such as Amazon Brand Registry, Transparency, and Automated Brand Protections enhance your brand’s ability to identify and remove counterfeit listings, ensuring the sale of authentic products, and reinforcing customer loyalty.

More information about Amazon’s

Through our culture-driven products, we celebrate stories centered in and around community. We take a similar approach in business. As a team of brand development experts, we view brand protection from a community-centered lens. As it takes a village to uplift and elevate the unique messaging of an original brand, it also takes a cohesive and supportive business community to amplify the unique purpose and service each brand stands to offer... thereby creating a protective community around each brand.

Founder Carolina Acosta and Head of Marketing Aralis Mejia, Tragos Game: Brand protection, to us, is all about keeping our integrity, reputation, and one-of-a-kind vibe intact. We take serious measures to prevent anyone from messing with our products, trademarks, and all our valuable intellectual property. We’re all about keeping it real, keeping it authentic, and establishing trust with our audience.

“For Little Rebels, everything is about our essence, our women, and our stories. All of that — including myself — is embedded in our brand, so protecting it became crucial.”

Marjorie Spitalnik, Founder & CEO, Little Rebels

Marjorie Spitalnik, Founder and CEO, Little Rebels: Protecting your brand and intellectual property (IP) is a huge challenge. Brand protection is like a superhero squad that shields your brand from sneaky copycats and counterfeiters — like building an unbreakable fortress around your creation. We’re continually watching for trademark infringement, busting fake products, keeping an eye on sketchy distribution channels, and securing our IP rights. With a killer brand protection strategy, you gain customer trust, maintain high brand value, and stay ahead of the competition. But it’s tough, especially for small businesses like mine with limited budgets.

What do you find most important about protecting your IP?

Acosta: The most crucial aspect of protecting our IP is preserving the identity and authenticity of Tragos Game; our products, digital and in-person experiences, and overall brand. Through our logo trademark, we protect the name of the brand and use it at all times in its correct form to ensure others that whatever we publish is of the Tragos company.

form of knock-offs, as the owner of many IPs, brand uniqueness and brand protection are always top-of-mind.

How has brand protection changed the way you sell?

How far have you come in protecting your brand against counterfeits?

How has Amazon impacted the way you look at protecting your brand?

Wright-Ward: As one of the top retailers and the top marketplace in the world, Amazon is a gift for entrepreneurs and small business owners. Amazon evens the playing field for healthy competition. As “competition” often presents itself in the

Spitalnik: Brand protection has forced companies to adapt their sales strategies to mitigate risks associated with online marketplaces like Amazon. Many brands have developed direct-to-consumer (DTC) channels, enabling them to have more control over their distribution and maintain a consistent brand experience. Little Rebels’ case is a bit different because we come from a DTC-first perspective, so our sales strategy changed in the opposite direction. We started working with B2B more and more, and one of the reasons for this, is to empower our brand enough to make sure that, if the time comes that we have to fight, we have the resources to do so, but this also forced us to be sure we had our brand safe, since we are available at big retailers such as Macy’s, and to do so, you need to be protected.

As a small business owner, brand protection is like this challenging puzzle we have to solve every day, but that’s when scrappiness and creativity comes into place.

Wright-Ward: Counterfeit protection is a never-ending battle. We work night and day making sure that our relationship with our core customer remains authentic, and that we continue to provide products and an experience that customers value. Brand authenticity will always be one of the best forms of brand protection.

Can you share a moment where Amazon helped protect your brand?

Spitalnik: The implementation of the Amazon Brand Registry empowers brand owners to assert more control over their product listings, making it easier to report and remove counterfeit items. We are just getting started with it but I am confident that it will be a game changer for us.

To read an extended version of this feature containing additional insights, please visit toybook.com

Trent Fairbrother is the Brand Protection Strategic Partnerships Manager at Amazon where he fosters brand protection relationships with toy and entertainment thought leader brands such as Mattel, LEGO, Spin Master, Warner Bros., Netflix, Paramount, Nintendo, and Hasbro. He works closely with The Toy Association, Women in Toys, Licensing & Entertainment (WiT), and Licensing International to advocate against counterfeits and intellectual property infringement.

Source: Purpose Toys and Tragos Game

LEVERAGING CONSISTENCY IN PACKAGE DESIGN

Why Consistent Package Design Appeals Most to Consumers

by TED MININNI, President and Creative Director, Design Force

Although this may be tough to hear, more often than not, the biggest reason why many toy brands’ package design systems no longer resonate with their target audiences is the fact that too many exceptions to the standardization guidelines have been made by the brand’s marketers and brand managers. In an effort to make new products that have been added to the line stand out among the company’s existing products, they often deviate from the usual guidelines and create something else that they feel looks fresh and different. They believe that, in doing so, the new products will more likely capture the attention of potential consumers.

However, rather than achieving the desired effect, continuously deviating from the package design system’s standardization guidelines leads to a disjointed brand statement at retail due to too many one-off package designs within the product line. Instead of evoking curiosity, these inconsistent package designs cause confusion among consumers. When consumers are confused, they lose trust in the brand and move on.

PACKAGE DESIGN EVALUATION

Prior to refreshing a brand’s packaging, we always conduct an evaluation of its current package design system to uncover any issues with how it has been maintained and standardized. In almost every case, our evaluation reveals inconsistencies in a variety of aspects of its design, whether they’re variations in the scale and placement of the brand identity, product-specific enhancements

made to the package design architecture, dramatic shifts in the treatment of product imagery, or even a difference in the tone, style, and placement of marketing communication from one product’s packaging to another. These inconsistencies are extremely evident when viewing the brand’s packaging for a variety of SKUs within a single shelf set, as well as when comparing the brand’s packaging to that of competitive brands.

to function properly at retail. Arbitrary or whimsical decisions made on a case by case basis are extremely detrimental to the product line’s shoppability.

THE POWER OF VISUAL CONSISTENCY IN DESIGN

What truly needs to be understood by brand owners is this: When refreshing a brand’s package design system, rules need to be established for the usage of brand-specific package design assets and product-specific package design assets. Making this distinction is incredibly powerful. When the overarching, brand-specific package design assets are treated in a consistent manner across the entire product line, consumers will immediately notice the aspects of the packaging that do change from one product to another. These differences — all of which should be product-specific — are more noticeable due to their contrast with the elements that remain common. By taking this approach, the resulting visual cohesiveness will build equity in the minds of consumers, and recognition of the brand will improve across all retail channels.

Our evaluations have also found that many of these inconsistencies are a result of marketers and brand managers adopting a product-centric rather than brand-centric approach when it comes to their packaging. Taking liberties with package design assets and their standardization on a product by product basis suggests that compromises can be made wherever and whenever necessary. The fact is — all aspects of the package design system must be consistent for it

TOY BRANDS BENEFIT FROM CONSISTENT PACKAGE DESIGN

Magna-Tiles, the magnetic construction system with geometric plastic tile pieces, has a simple, yet elegant package design system. The packaging is primarily white, with the main build photographed on a white surface filling the center. The Magna-Tiles logo is centered above the product photo and the design architecture in the upper left corner of every set is a

Consistency makes it easy for consumers to differentiate between products in the same line. | Source: Magna-Tiles

colorful series of overlapping tiles. Along the right side of the front panel is a solid-colored, vertical bar that displays piece count, recommended ages, and a Most Trusted Brand Award for Educational Excellence seal. This vertical bar is utilized as a color-coded product segmentation system. On all Classic set packaging, the vertical bar is a royal blue. For themed sets, the bar’s color changes and a matching phrase appears next to the company logo. For animal-themed sets, the product segmentation system is further enhanced by a pattern of tonal footprints contained within the bar.

The simplicity and visual consistency of Magna-Tiles’ package design system allow consumers to intuitively identify how the product line is segmented within a matter of seconds. Consumers can locate piece count and product theme immediately, due to their consistent placement and treatment, which makes this line a pleasure to navigate at retail. Only a handful of specialty items, such as a glow-in-the-dark set, a clear tile set, and a storage bin, veer slightly from this standardization due to the need for additional product feature clarity.

The Dart Zone Max line of foam dart blasters from Prime Time Toys is another great example of a package design system that benefits from visual consistency. Not only does this product line’s packaging make a strong, impactful brand statement on the shelf, it does an incredible job of delivering quite a bit of pertinent

information about each product in a very concise and cohesive manner. The upscale, technical appeal of this package design system gives this product line a high perceived value. However, it’s the clean, clear organization of information that makes the line easily shoppable. The brand name is at the top while the product name is placed along the bottom of the box in white above a red horizontal bar. The overall background is a solid red with a dark gray pattern that gives the packaging a sense of energy and movement.

another while also clearly and quickly understanding their respective features and different performance capabilities.

HOW TO ADOPT THIS METHODOLOGY

Once your brand’s packaging has been designed and standardization guidelines have been created, avoid deviating from the guidelines. Instead, highlight each particular product’s unique attributes in a clear and concise manner within the areas designated for product-specific communication. And, leverage the devices made available by the package design system to tell a compelling story about the product. Doing so will inherently make the product appear unique among others in the line.

Surrounding the product imagery are different call-outs that let consumers know the type of darts each blaster uses, the maximum distance it shoots, and in some cases, the speed at which the darts are fired. Each package also includes its piece count as well as a list of all the included parts and accessories. With these aspects remaining visually consistent from product to product, the stylistic differences between each blaster are immediately evident at a quick glance. Consumers can very easily compare one product to

By changing the collective mindset among your marketers and brand managers to this approach, your brand’s package design system will remain visually intact, and shopping the product line will be a positive, enjoyable brand experience for its target audience. 

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.

The Dart Zone Max brand’s design remains consistent while highlighting product-specific features.

Source: Prime Time Toys

“The fact is — all aspects of the package design system must be consistent for it to function properly at retail.”

GREEN EGGS AND GIVING

Dr. Seuss Enterprises keeps

by NICOLE SAVAS, Social Media Editor

Unless someone like you cares a whole awful lot, nothing is going to get better. It’s not.

Dr. Seuss wrote these words in 1971’s The Lorax, and today Dr. Seuss Enterprises keeps the caring going with a wide range of philanthropic endeavors.

Dr. Seuss Enterprises was founded in 1993 as a way to protect the life’s work of Theodor Seuss Geisel, AKA Dr. Seuss, after his death in 1991. This didn’t just mean protecting his stories, but also his values and ideals. Seuss was an active member of his community, serving on several nonprofit boards, so it was imperative to the company to keep contributing to communities through both financial aid and service.

“Readers marvel at the creative and whimsical worlds found in Dr. Seuss’ works,” says Susan Brandt, CEO and

President of Dr. Seuss Enterprises. “Each of these stories also includes wide-ranging themes that emphasize the importance of kindness, empathy, friendship, environmental stewardship, and inclusion. Dr. Seuss Enterprises supports this legacy by supporting organizations that contribute to our communities in meaningful ways and put a focus on these themes.”

OH, THE PLACES THEY’VE GONE

There are six main focuses for the philanthropic endeavors of Dr. Seuss Enterprises: Literacy and Education, Children’s Health and Wellbeing, Diversity and Inclusion, Environment, Arts, and Animal Welfare. Through these sects, the company donates time and money to multiple

the author’s legacy alive through acts of kindness and philanthropy.

Left and right: This year marked the seventh annual Tackle Reading event in which Dr. Seuss Entrprises partners with the NFL to nurture a love of reading in kids. | Source: Dr. Seuss Enterprises

organizations, including First Book, the San Diego Wildlife Alliance, and more.

Seuss himself wrote of the wonders of reading throughout his career. To honor this legacy, for seven years, Dr. Seuss Enterprises and Creative Minds Publications have teamed up with the NFL for the annual Tackle Reading event. The goal of the event is to inspire a love of reading in kids from underserved schools across the country. In additon to reading a Seuss classic to the students, former and current NFL players answer questions and give motivational messages. At this year’s event, Dr. Seuss Enterprises and Random House Children’s Books donated a book to every student who participated, as well as shirts and school supplies for all of the teachers. The event made reading enjoyable, much like the works themselves.

“A person’s a person no matter how small,” and the dream of an awesome birthday is no small wish. The organization also partners with The Birthday Party Project to help these small kids in a big way. This nonprofit aims to keep childhood birthdays as magical as possible by throwing celebrations for kids who are experiencing homelessness. Last year, Dr. Seuss Enterprises and Random House

Children’s Books donated a Dr. Seuss book every time a monetary donation was made to the organization. These books were given to the kids as birthday gifts.

HORTON HEARS A HOW

“Dr. Seuss Enterprises focuses on promoting literacy, education, self-confidence, and the wonderful possibilities of a child’s imagination through the works of Dr. Seuss,” Brandt adds. “With that, it’s imperative that we give back through a wide scope of organizations that lean into these core values and contribute to our communities in meaningful ways.”

In How the Grinch Stole Christmas, the Grinch learns through trials and tribulations that the biggest gift of all is that feeling you get when you offer warmth and compassion to those who need it most. In this spirit, last holiday season Dr. Seuss Enterprises partnered with Petfinder and the Arizona Humane Society to help our furry friends. Kids read the whimsical book to the shelter pets to give them the friend they need. At the same time, a #FindYourMax social media campaign was kicked off to try and help hard-to-adopt pups find a home in time for the holidays.

With each Dr. Seuss story comes a lesson and with each Dr. Seuss Enterprises collaboration comes a story of how that lesson was brought into the real world. The words most of us grew up reading were meant to inspire and the company brings that aspiration into play. That’s enough to make all of our hearts grow three sizes. 

As a kid, Nicole Savas either wanted to be a professional toy player-wither or a writer. Somehow, as social media editor for The Toy Book, The Toy Insider, and The Pop Insider, she’s found a career as both. She’s grateful to work somewhere that she can fully embrace both her love of teddy bears and her admiration for the Oxford comma. When she’s not playing with toys at work, she’s at home teaching her toddler the wonders of the toy industry.

Left: Dr. Seuss Enterprises partnered with Petfinder to help pets find a home. Right: A partnership with The Birthday Party project ensured no “who” went forgotten. Source: Dr. Seuss Enterprises

We’re baaaack! As the industry gathers for the first in-person Toy Fair in New York since 2020, we’re celebrating the industry as a whole. Between the smiles, hand-shaking, and even hugging, take a few moments to remember the best parts — and toys! — of Toy Fair past and present.

1. BY NOW, EVERYONE KNOWS THAT “STEM” AND “STEAM” ARE NOW PART OF OUR TOY VOCABULARY, BUT THIS YEAR, YOU MAY HEAR A NEW BUZZWORD ACRONYM FLYING AROUND TOY FAIR. WHAT DOES “MESH” MEAN?

5. THE SUPER MARIO BROS. MOVIE ALSO HIT THEATERS THIS YEAR, BRINGING MARIO AND ALL OF HIS FRIENDS TO TOY SHELVES IN NEW WAYS. WHAT KIND OF ANIMAL IS THE CHARACTER DONKEY KONG?

2. WHICH AWARD-WINNING TOY MADE ITS INVENTOR HUNGARY’S RICHEST PRIVATE CITIZEN?

3. WHO’S BEEN ON THE JOB FOR MORE THAN 50 YEARS AS NASA’S SAFETY MASCOT?

6. ONE OF THE MOST POPULAR TOYS OF ALL TIME IS BACK THIS YEAR. IF YOU HEAR A FURBY SAY “DAH-NOLAH” ON THE SHOW FLOOR, WHAT DOES IT MEAN?

8. SOLD FOR $8 IN 1962, BARBIE’S FIRST DREAMHOUSE WAS A FOLDING CARDBOARD RANCH HOUSE, BUT IT WAS LACKING SOMETHING THAT WOULD MAKE IT IMPOSSIBLE TO SELL ON THE HOUSING MARKET. WHICH ROOM WAS IT MISSING?

4. HOW MANY SQUARE FEET OF EXHIBITION SPACE DOES TOY FAIR’S HOME, THE JAVITS CENTER, HAVE?

A. 760,000

B. 400,000

C. 1,000,500

D. 597,000

7. DUNGEONS & DRAGONS, THE ROLE-PLAYING GAME INTRODUCED IN 1974, IS STILL AN ADVENTURE IN THE MAKING — WITH A NEW MOVIE THAT DEBUTED IN MARCH AND TONS OF TOYS AND OTHER PRODUCTS ON SHELVES NOW. IN THE TITULAR GAME, WHAT TITLE DOES THE GAME ORGANIZER HAVE?

9. TWISTER, INTRODUCED IN 1966, IS STILL A TOP SELLER TODAY. WHAT WAS IT ORIGINALLY NAMED?

A. CYCLONE

B. PRETZEL

C. TANGLED

D. WHIRLWIND

ANSWERS: 1. MESH is an acronym for Mental,

Emotional, and Social Health 2. Erno Rubik’s Rubik’s Cube 3. Snoopy

4. A. 760,000 square feet 5. C. Gorilla 6. “Party time!” 7. Dungeon Master 8. Kitchen 9. B. Pretzel

A. TURTLE

C. GORILLA

B. BIRD

D. DONKEY

From The Toy Book Archives: 1993

SUPER SOAKERMAN (LARAMI)

Larami has announced the introduction of Super Soakerman, which stands more than 10 inches tall, with an articulated neck, arms, and legs. Super Soakerman is for ages 5 and up and can shoot water at targets up to 20 feet away.

SUPER NINTENDO MARIO PAINT & MOUSE

Nintendo’s Super NES game Mario Paint & Mouse combines game play with drawing, coloring, and animation capabilities.

MUPPET BABIES PLUSH (HASBRO/KID DIMENSION)

THE ACTIVATOR (SEGA)

Unlike finger controllers, SEGA’s The Activator is a full-body interactive controller that pioneers the new frontier of “whole body intelligence” and movement, letting players control and respond to onscreen action.

Hasbro’s Kid Dimension division will introduce two new collections of Jim Henson’s Muppet Babies plush, featuring Baby Kermit the Frog, Baby Miss Piggy, Baby Fozzie, Baby Gonzo, and more.

TONY THE TATTOOED MAN (MATTEL)

Tony the Tattooed Man is Mattel’s bare-skinned, muscle-bound figure dressed in leopard print shorts. Tony comes with three sheets of wild and weird temporary tattoos that a child can apply to his own skin or the doll’s. The tattoos easily wash off with soap and water.