The Toy Book - June 2023

THE HOTTEST LICENSED TOYS & GAMES FOR 2023

IN THIS ISSUE

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

Jackie Cucco jc@toybook.com

Ali Mierzejewski ali@toybook.com

Marissa Silva marissa@toybook.com

Associate Editor Nadia Velit nadia@toybook.com

Social Media Editor Nicole Savas nicole@toybook.com

Editorial Assistant Annabelle Canela annabelle@toybook.com

THE LICENSING & ENTERTAINMENT ISSUE

Editorial Interns Maggie Dougherty Omar Letson

News Writers Bug Hartsock Ashley Pelletier

Art Director Joe Ibraham joe@toybook.com

“The

Junior Designer Elena Sorce elena@toybook.com

60 |

Barbie The iconic doll brand goes Hollywood and inspires new toys.

61 | Property Profile: The Lumistella Company The Business of Believing

68 | That’s Not All, Folks! Celebrate 100 years of Warner Bros. with new toys and collectibles.

74 | 100 Years of Wonder Disney marks a milestone.

84 | Summer of Fun 2023

The Toy Book staff shares picks for fun in the sun.

Business Operations Manager Bill Reese bill@toybook.com

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

Sales & Marketing Executive Stephanie Infantino stephanie@toybook.com

Sales & Marketing Assistant Rivers Jackson rivers@toybook.com

Controller/Office Manager Lori Rubin lrubin@adventurepub.com

Licensing is resulting in new toy and consumer products crossover collaborations this year, including (clockwise from left): Rainbow High footwear (Crocs); an Inflatable Grogu Pram costume (Jazwares); Hot Wheels Cereal (General Mills); and an XOMG POP! Jacket (Rubies).

VEGAS BABY, VEGAS!

by JAMES ZAHN, Editor-in-Chief

The licensing industry and the toy business go together like peanut butter and chocolate, Batman and Robin, Han and Chewie, Michael Knight and K.I.T.T., or … you get the idea.

For decades, the symbiotic relationship between licensors and licensees has resulted in iconic toys and games inspired by movies, TV series, video games, books, and more. While the seeds were planted years before, the explosion of licensed products between the 1970s and 1980s rewrote the rules of the consumer products game and established a playbook that’s largely still used today.

According to Licensing International’s 2022 Global Licensing Study conducted by Brandar Consulting, global sales revenue generated by licensed products and services hit $315 billion in 2021. While the 2023 report won’t arrive until later this summer, there is no doubt that the business is massive with entertainment- and character-based intellectual properties (IPs) generating nearly $130 billion in sales each year — holding the largest share (41%) of the licensing industry as a whole, while toys and apparel consistently run neck and neck to claim the top spot in category sales.

Looking deeper into the numbers, corporate brands ($76.9 billion), sports ($31.2 billion), and fashion ($28.4 billion) fall well behind the entertainment

and character business, but they’re all intersecting in new ways.

As the toy industry continues to evolve and blur the lines between categories and age groups while challenging the very definitions of “toys,” “collectibles,” “games,” and even “play” itself, more corporate, fashion, and sports entertainment brands are showing up in the toy department, while IPs originating as toys and games are jumping into mainstream consumer products.

The energy of cross-category collaboration sprinkled with a dash of inspiration from our “resting” sister publication, The Licensing Book, helped shape The Toy Book’s first-ever Licensing & Entertainment issue.

NEW BRANDS, OLD FRIENDS, AND BUSINESS TRENDS

While the toy industry doesn’t like to gamble, a bet on the right property could lead to a big payoff, and on page 30, we explore some emerging and evergreen kids’ brands that are making waves this year.

From there, we take a look at the Disney100 and WB100 licensing programs; Property Profiles on Bluey, Monster Jam, and The Lumistella Company; and features on a trio of classic toy brands that inspired movies hitting theaters this summer: Transformers, Barbie, and Teenage Mutant Ninja Turtles.

Then, our legendary new product showcases provide a curated look at what’s new in licensed toys and games, including anime-, sports-, automotive-, and video game-inspired products.

This issue also features insight and tips from industry experts, including TinkerTini’s Trina McFarland and Design Force’s Ted Mininni on designing licensed toys and packaging; and Stephanie Pottick, Esq. on the ABCs of licensing agreements. Additionally, Circana drops in with revealing data on licensed properties.

Finally, our State of Licensing Q&A presents a roundtable discussion about the trends impacting the business this year from a group of folks who live it 24/7.

As you dig in, we hope that you’ll find something to inspire you, whether it’s a new product to stock or a new license to chase. We’ll see you on the show floor at Licensing Expo in Las Vegas! 

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 Twitter and Instagram @therockfather.

The toy industry gathers at Licensing Expo to roll the dice and bet on the properties that could pay off as the next big hit.

James

Source: Ruslan Gilmanshin stock.adobe.com

TOYS “R” US AIRPORT STORE TO OPEN AT DFW AIRPORT

Toys “R” Us Parent company WHP Global has partnered with travel retailer Duty Free Americas to open the first Toys “R” Us airport store location at Dallas Fort Worth (DFW) International Airport. The store will be located in Terminal A and is scheduled to open in time for this year’s holiday shopping season.

Shoppers who enter the store will encounter a life-size Geoffrey the Giraffe sculpture photo opportunity. Inside, the store will sell a selection of toys and games from popular brands. There will also be demonstration tables in the store, offering hands-on play. Additional details about the store, including a specific opening date, will follow.

WHP Global acquired Toys “R” Us in 2021. Last year, the brand doubled its footprint by 50% through a partnership with Macy’s stores in the U.S. This year, Toys “R” Us has expanded with launches in India, the UK, and Mexico. 

UNCANNY BRANDS, WWE STRIKE TAG TEAM DEAL FOR BLEACHER BUDDY RANGE

This fall, Uncanny Brands will unleash the Bleacher Buddy collection of 24inch, retro-inspired plush brawlers, each inspired by a WWE Superstar. Uncanny Brands has previously worked with WWE to launch Bleacher Creatures plush and a variety of small appliances. 

TAMAGOTCHI EXPANDS INTO NEW LIFESTYLE CONSUMER PRODUCT CATEGORIES

Tamagotchi, the virtual pet brand that launched in the ‘90s and has earned more than $90 million in sales, is expanding its licensing program in North America.

Bandai Namco Toys & Collectibles

America, with Bandai Namco Entertainment America Inc., plans to grow the brand in new categories including — but not limited to — apparel, accessories, stationery, and food.

Partners who are interested in collaboration opportunities with Tamagotchi can visit Bandai Namco Entertainment America’s booth (No. F170) during this year’s Licensing Expo.

KESS ENTERS LICENSING PARTNERSHIP WITH SEGA OF AMERICA

Toy and game company Kess has entered a national licensing agreement with SEGA of America. Under this agreement, Kess will produce a variety of tabletop games, card games, and outdoor play items featuring characters from SEGA’s Sonic the Hedgehog franchise. The products will be available starting next year. 

MGA ENTERTAINMENT, DISGUISE ENTER MULTIYEAR LICENSING DEAL

Disguise, the costume division of JAKKS Pacific, has entered into a multi-year contract with MGA Entertainment to produce costumes and dress-up accessories for MGA brands including L.O.L. Surprise!, Rainbow High, Little Tikes, and Bratz. The products will begin to launch in stores and online later this year. 

SANRIO NAMES JAZWARES MASTER TOY LICENSEE FOR HELLO KITTY, OTHERS

Sanrio has tapped Jazwares to create a new toy line inspired by its Hello Kitty and Friends brand. The multi-year licensing agreement gives Jazwares rights to design, manufacture, and market a cross-category toy line that will be available across North and South America, with select categories extending to territories in Asia and Europe. This deal also includes Sanrio’s Aggretsuko and Gudetama brands.

The full collection is set to launch at mass retail next year and will include plush, plastics, and seasonal items for both kids and collectors. 

Rendering of the Toys “R” Us Airport Store coming to Dallas Fort Worth International Airport | Source: Toys “R” Us

L.O.L. Surprise! costumes | Source: Disguise

VIDEO GAMES

BOOKS

STREAMING VIDEO ON DEMAND

U.S. APPAREL: TOP FIVE CHARACTER LOGOS

SAVE THE DATE FOR THE TOTYS

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

Preparations for The Toy Foundation’s Toy of the Year (TOTY) Awards are well underway, and the industry is buzzing about which products and people will take home top honors.

The industry’s biggest celebration of toys and innovators — and The Toy Foundation’s biggest annual fundraiser for children in need — will be held Friday, Sept. 29 at Cipriani 42nd Street in New York City.

As is tradition, the ceremony will be held on the eve of Toy Fair (Sept. 30-Oct. 3) and serve as the official kickoff to what has become known as “Toy Fair Week.”

The 24th edition of the TOTY Awards will unveil the toy, game, and property winners across 17 categories of play, from outdoor and preschool toys to action figures, dolls, plush, and more. The event’s fall timing will give product finalists and winners a promotional boost, driving consumer engagement and media exposure at the start of the critical holiday shopping season thanks to an influencer program, TOTY winner and finalist seals for marketing materials, prominent placement for visibility in front of thousands of attendees at Toy Fair, and more.

In addition to the toys, the evening will also honor the lifetime achievements of the latest inductees into the Toy Industry Hall of Fame. And, new for this year, the individuals and businesses that make the toy industry exceptional will be honored in four people-focused and two campaign-focused categories:

• Champion of Sustainability: recognizing an individual who has made

outstanding environmentally friendly programs and contributions to create a better future for the toy industry

• Champion of Diversity & Inclusion: recognizing an individual who has shown a strong commitment to creating a more inclusive and equitable industry

• Packaging Designer of the Year: recognizing an individual who has demonstrated exceptional creativity in designing toy packaging

• PR/Marketer of the Year: recognizing an individual who has achieved outstanding results in promoting toys to consumers

for the people-focused category winners, while a panel of experts, professionals, and creatives in the advertising, marketing, education, public relations, and tech fields will decide the winners in the campaign-focused categories.

Mixed in with the excitement of gathering for the anticipated awards, networking with old and new friends, honoring the incredible winners, and celebrating the creativity and success of the toy community, the event will also celebrate the toy industry’s collective philanthropy.

• Marketing Campaign of the Year: recognizing the best marketing campaign that captured the attention of its target audience and drove sales

• Corporate Social Responsibility Initiative of the Year: recognizing a program that demonstrates a commitment to corporate social responsibility, either through charitable causes; environmental sustainability; or fostering diversity, equity, and inclusion within the toy industry

Toy Association members will vote

“TOTY is the premier night for the toy community,” says Pamela Mastrota, Executive Director of The Toy Foundation. “We look forward to the industry joining us for an unforgettable evening that will celebrate the year’s successes across toy innovation and philanthropy. The Toy Foundation is your Foundation, and our success is only possible with the collective industry’s support. Every award nomination and ticket purchase automatically supports our success in creating a world where every child experiences play and we are grateful for your participation. See you on Sept. 29!”

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 TOTY Awards brings the industry together this fall with top toys, new categories, and philanthropy at its core.

THE POWER OF PLAY FOR AGING POPULATIONS

How Toys and Games Keep Elders Sharp

by JENNIFER LYNCH, Content Developer, The Toy Association

June marks Alzheimer’s and Brain Awareness Month, and as more adults turn to play to de-stress and have fun, this month is the perfect opportunity to explore the developmental benefits of play for the elderly and those with cognitive impairments.

“Be Authentic” was one of the top toy trends announced by The Toy Association for 2023, and a key component of the trend is how companies are going the extra mile to bring inclusivity to their products for today’s consumers at all ages and stages of life.

“As Circana’s latest data (kidults accounting for about 25% of U.S. toy sales in 2022) shows, there is no longer a question of just how many adults are buying toys for themselves and driving growth for the overall industry,” says Adrienne Appell, Executive Vice President of Marketing Communications at The Toy Association. “While conversations around kidults have largely focused on nostalgia and pop culture as the driving factors behind this growth, research also shows that play has proven cognitive benefits for older age groups.”

BRAIN GAMES

According to the Alzheimer’s Association, more than 6 million people are living with Alzheimer’s disease and related dementias. However, more studies show that regular social interaction and cognitive and social activity may help reduce the risk of dementia, according to the National Institute on Aging. While there is no single activity that has been proven to reduce the risk more than others, the Alzheimer’s Association points to games

as an activity that ticks both the social and cognitive activity boxes.

One toy company that sees the cognitive benefits of its products firsthand is Educational Insights, which learned through consumer feedback that many adults — specifically seniors — are using its BrainBolt and Kanoodle games to help sharpen their minds.

“We’re not kidding when we say our brain games are for players ages 7-107,” says Lee Parkhurst, Senior Marketing Manager at Educational Insights. “With the rise of the kidult in recent years, prioritizing play is no longer just for little ones’ development. We are seeing more and more seniors join in on the fun to sharpen their skills. The ‘eldertainment’ trend we’re seeing is all about bringing the joy of play into the brain health conversation from a cognitive, therapeutic, and even social perspective.”

Ageless Innovation, which is perhaps best known for its Joy for All line of animatronic companion pets, also introduced three re-imagined board games in partnership with Hasbro. The line, which includes The Game of Life Generations, Scrabble Bingo, and Trivial Pursuit Generations, adds age-inclusive components such as easier-to-grasp game pieces, increased font size, and trivia and references that cater to players of all ages.

FUELING INTERGENERATIONAL PLAY

A key factor that differentiates these toys in the marketplace is how toy companies are not only looking to entertain this elder audience, but also authentically support their well-being.

PlanToys began developing its Better

trend we’re seeing is all about bringing the joy of play into the brain health conversation from a cognitive, therapeutic, and even social perspective.”

- Lee Parkhurst, Senior Marketing

Aging line in 2021 in collaboration with Thai technology agencies and design experts with the goal of creating play products that would help sharpen brain function in older adults while bringing them joy through play. The line launched this year with eight products that aid hand-eye coordination, memory, emotional recognition, and other cognitive skills.

“With PlanToys’ mission of a ‘Better World through Sustainable Play,’ we wanted to look at how we could remind our community that play is for everyone and that it holds many benefits — especially in bringing people together,” says Kosin Virapornsawan, Managing Director of PlanToys.

PlanToys’ new line includes Build A Face, which comes with various facial features to create different faces and emotions to either best suit the mood of the builder or help trigger memories and creative thinking.

Tangle Creations’ Tangle Therapy & Wellness line of products has demonstrated success supporting special needs

populations, as well as geriatric patients experiencing dementia. Its Tangle Therapy and Tangle Relax Therapy products are FDA-approved medical devices designed to offer an ergonomic approach to stress and pain relief.

The State Department on Aging in Connecticut even gave out Tangle Therapy products to nursing home residents as a means of helping decrease the use of and dependency on antipsychotic medications used in nursing homes and offering drug-free alternative treatments and coping techniques. Many Alzheimer’s and dementia patients also experience anxious repetitive behaviors as their disease progresses, such as hand-wringing or loss of motor control, which is where fidget toys can prove beneficial.

For aging consumers, the benefits of play are indispensable, with a growing body of research backing the many cognitive, physical, and psycho-social benefits of regular play. A 2020 Genius of Play study even found that 84% of adults that take time to play reported that it helped

them be more productive.

“Making toys and games that are more inclusive is a win-win for companies and consumers,” Appell says. “Companies have the opportunity to showcase the intergenerational benefits of play through their products and emphasize that play really is for everyone.”

To learn more about how toys facilitate play between generations as well as the critical role grandparents play in helping raise happy and healthy kids, visit thegeniusofplay.org. 

Jennifer Lynch handles daily content for The Toy Association’s outgoing print and online communications. Her articles on toy trends, toy safety, and industry news can also be found across trade and consumer publications worldwide. As an official trend-spotter for the Association, Lynch chats with toymakers throughout the year to track developments impacting the toy aisles and kids’ entertainment and has been interviewed on the latest toy trends by various outlets and publications.

Ageless Innovation is known for its Joy for All line of animatronic companion pets, including the Walker Sqwuaker, which launched late last year. The company has partnered with Hasbro to release board games designed to cater to players of older ages, including The Game of Life Generations, Scrabble Bingo, and Trivial Pursuit Generations. | Source: Ageless Innovation

THE EVOLUTION OF LICENSED PRODUCTS IN SPECIALTY

Specialty retailers and manufacturers explain the unique opportunity that high-quality licensed toys provide.

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

It wasn’t all that long ago that most specialty stores nixed nearly all licensed product from their mix of offerings. Wanting to keep their stores stocked with unique products that were not found in the mass market, the overall feeling was that licensed toys just didn’t fit. But in 2013, Disney’s Frozen hit theaters, and things began to change. Frozen-inspired products, especially dress-up items, became too cool to ignore, and specialty stores began to realize the impact of licensed products not only on their sales, but also on getting new customers into their stores. Retailers began to reconsider licensed toys and games, all the while looking for items that still maintained their standards in terms of quality and play value.

“Licensed brands wield significant influence over children across various media platforms,” says Scott Mazerall of Maziply Toys in Kingston, Massachusetts. “However, it’s crucial for us to curate a selection of toys that align with our value and quality expectations. While certain popular products may not meet our standard, we do prioritize sourcing top-tier licensed products that we proudly showcase on our shelves.”

David Castillo of The Red Balloon Toy Stores in Utah agrees: “When we decided to test the market, we started with licensed games from companies like The Op | usaopoly and found them to be well received. They drew in customers that we could then introduce to the world of specialty toys. We continue to exercise caution when selecting which licensed products to carry, and we believe that our

customers can recognize the difference between quality licensed toys and the cheaper ones found in big-box stores. Our goal is to always provide quality toys and games that foster creativity, learning, and play. We are more open to licensed toys and games as long as they meet our standards for quality and value.”

Gwen Ottenberg of Imagine That Toys in Witchita, Kansas, says her licensed offering began with LEGO, then expanded slowly with Barbie, Polly Pocket, Little People, and more. “Kids are coming in asking for products by name and, as their toy store, they expect me to carry what they want. It has been a learning curve on when to get in and when to get out of certain product lines, but we have learned to grow and morph over the past few years and that has been our key to success.”

Several manufacturers are dedicated to helping specialty stores add licensed products to their customers, without compromising on the quality they are known to offer. Tying into what Ottenberg notes about kids coming in asking for specific products is the latest buzzword in the specialty industry: fandom. Kyle Cosgrove, Territory Sales Manager at Goliath Games, explains the unique relationship

between games and popular licenses: “We’re in a remarkable time for fandom and for having innumerable opportunities to represent that fandom in nearly every facet of our lives. As tabletop gaming represents a go-to hobby and as major pop-culture franchises represent dominant interests, it’s easy to understand the rise in popularity of licensed games.”

Vince Santore, Senior Director, Specialty Sales at Spin Master says licensed products make up 50% of Spin Master’s overall business. He cites PAW Patrol, DC, Marvel, Monster Jam, and Sesame Street as some of the most popular licensed brands for which the company makes toys, games, plush, and more. “It’s difficult to quantify exactly, but even for specialty only, I’d say licensed product comprises 30-35% of our volume, and it’s increasing all the time,” he says.

In today’s market, there is plenty of room on the shelves at specialty for licensed products, and it’s becoming necessary for retailers to carry these products in order to draw in new customers and keep them coming back. As specialty retailers are looking to have new products along with the evergreen basics of their mix, licensed playthings offer them a continual wealth of new opportunities. 

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.

Licensed Ty plush on display at The Red Balloon in Utah Source: The Red Balloon

THE STATE OF LICENSING

What are some of the biggest trends that you see emerging for licensed toys and games at retail this year?

Weisman: Anniversaries and milestones, video game franchises, sustainability, collectibles, educational (beyond STEM), and adult party games are areas for growth, alongside products that are FUL — they’re not ageless, genderless, or unisex — they’ll be GenderFUL, as in “everybody is invited to the party!”

Dekel: Video gaming and mobile games are extending over into the physical toy market. We can see this in our success stories, like Among Us, Minecraft, and Roblox, and now we are working to replicate that success with the launch of Piñata Smashlings [with Toikido].

Washida: While this year’s Toy Association trend report identified anime to be on the rise [in its “Pop Culture Lifestyle” trend], Bandai Namco Toys & Collectibles America (BNTCA) believes that anime has proven itself to be more than just a trend, it’s become a cultural mainstay. The overall anime market is projected to reach $60 billion in the U.S. alone by 2030. Our direct link to Japan makes us leaders in this category, and we are strategically positioned to bring the latest and most exciting anime toys and games to the Western market. We are proud of the work we have accomplished to drive awareness, interest, and fandom in this sector, and we will continue to bring the best and most exciting intellectual properties (IPs) to this space.

Thompson: For STEM, outdoor active play is trending up. Things like botany, gardening science, butterfly sets, and explorative toys involving treasure hunt-themed activities surrounding wildlife, plants, etc. For games in particular it seems cooperative play is still on top; kids want to win, but the payoff comes when you lose, and everybody gets a laugh.

Zag: One trend that continues to resonate with fans is the micro toy market — micro toys are portable and very price competitive. Working together with Playmates Toys, we have developed the Miraculous Chibi Mini Playsets that will launch this fall inspired by the Miraculous — Tales of Ladybug & Cat Noir Chibi shorts on YouTube.

Plush, sustainable, STEAM-based, and kidult-focused products continue to grow. We recently signed a new license with eco-design manufacturer Greenre for sustainable stationery and activity products with distribution across North America in 2024. And Rubies in EMEA is very proud of its Green Collection of costumes, which includes Ladybug made from 100% responsibly sourced materials and recycled polyester from plastic bottles.

Cathey: It’s a mixed bag; things are back to basics, more toyetic, more experiential, more focused on a repeat play pattern, something that has a competitive spin, something tactile, or sort of recycled “wow!” ideas such as Skydancers, Rock ‘Em Sock ‘Em robots, or Stretch Armstrong-like products with new spins or updated ideas.

Smaller toys are dominating the industry outside some of the obvious nostalgia plays or big tent movie brands that are way too compelling and attractive to leave out of the mix [in the action aisle], i.e., Teenage Mutant Ninja Turtles: Mutant Mayhem this summer.

Products in multiple categories are taking on “skins” that are not so much just a germane character/on style guide form from a big movie, but could just be the character markings, and thematic emblems printed on a product that has nothing to do with those particular IPs.

The Toy Book brings together a panel of licensing agents, manufacturers, and IP owners for a roundtable Q&A covering the trends and challenges shaping the business.

compiled by JAMES ZAHN, Editor-in-Chief

JULIAN JACOB ZAG, EVP GLOBAL OPERATIONS & HEAD OF CONSUMER PRODUCTS, ZAG

While it’s not a new thing, more mainstream consumer products brands are making a bigger statement in the toy and game space of late. To what do you attribute this upswing?

Austin: Nostalgia and collectability don’t often go hand in hand, but some brands are able to hit those early consumer memory moments with great benefit. Jada Toys has released action figures of Chester Cheetah, Franken Berry, Count Chocula, and Boo Berry to acclaim and success. Our pop culture vehicle line now includes Mr. Monopoly, M&Ms, and Tapatio. These vehicles are part of a meaningful growth segment within our popular Hollywood Rides line. We have additional consumer products brands product in the pipeline and expect the appeal of these properties within the toy category to increase.

Zag: The power of brand loyalty is stronger than ever, and the connection between content and the toys is very important.

Dekel: Brands are being built to fit into the lifestyle of their consumer more than ever. Content and social platforms are making it easier for two-way relationships between IP holders and their audience. This simply makes it viable for branded consumer products to work and be successful in categories like toys and games.

Cathey: I think that adding iconic brands to the family entertainment shelf is compelling for folks.

After a few years of disruption, entertainment properties are back in full swing this year, but legacy brands continue to do well. How can companies best balance a mix of new and evergreen IP?

Washida: We are proud to say that the Dragon Ball franchise has enjoyed so much success over its nearly 40-year history, and it is the biggest evergreen anime license in existence. It is our top driver in sales, and while it generates big business, we recognize that we need to look at new anime IPs to grow our consumer base. Over the past few years, we have expanded our Anime Heroes [action figures] brand to include the “Big 3” of anime — Naruto Shippuden, One Piece, and Bleach — and while we want to and will continue to cater to the long-time anime fans, our goal is to connect with new fans and younger generations by tapping into the newer IPs, such as Jujutsu Kaisen, to stay relevant and on-trend. To do that, we need to explore the white space for anime and toys and [determine] where we have opportunities to connect with a new demographic.

Dekel: Every healthy company should follow the Boston Matrix. At PMI, we believe in diversity in our marketing portfolio, always. We also appreciate the balance between IPs that are nostalgic and that people know and love, and new-to-market stars. This positions us well and gives us the flexibility to stay ahead of the newest trends and emerging brands.

Weisman: Like in every business, you need to balance the risk/reward ratio to get ahead. After all, Mickey Mouse was once just a mouse.

Since cash flow is challenging everywhere, licensees aren’t excited about taking risks nowadays, but also understand how important it is to put your chips on an IP that no one has heard about that might become the next “hot thing.” So a good way to mitigate the risk and maintain the balance in your business development strategy is to wave the minimum guarantee, cap the royalties based on performance, structure partnerships as collabs rather than traditional licensing deals, and stick to evergreen brands when it makes sense around anniversaries/milestones, while taking a chance on new IP in seasonal or specialty categories.

A quick trick to inject longevity into an IP is to make sure it has a multimedia strategy. For example, shifting into animation rather than depending on a celebrity/influencer/personality to carry the brand beyond its natural course. Blippi and JoJo Siwa’s consumer products sales picked up the minute they shifted to animation.

Thompson: For Blue Marble, anything with a historical, cultural, or scientific nature obviously fits the bill. If it doesn’t fit into those categories, we would choose to do it in our own brands and avoid a label slap just for branding purposes.

Spisak: Dr. Seuss Enterprises is in its 30th-anniversary year as a leading global children’s entertainment company and has continued to stay focused on inspiring generations of readers with the

AMY AUSTIN VICE PRESIDENT GLOBAL LICENSING, JADA TOYS, SIMBA DICKIE GROUP

AARON THOMPSON DIRECTOR OF SALES BLUE MARBLE

JONATHAN CATHEY FOUNDER & CEO THE LOYAL SUBJECTS

KENJI WASHIDA SVP MARKETING & STRATEGY BANDAI NAMCO TOYS & COLLECTIBLES AMERICA

SHANNON SPISAK VICE PRESIDENT, MARKETING & COMMUNICATIONS DR. SEUSS ENTERPRISES

whimsical world of Dr. Seuss. For decades, the characters of these books have moved beyond the pages to have success within the pop-culture realm, and key to this is to build upon original IP that fans know and love with new content that brings the world of Dr. Seuss to life. An example of this is through the upcoming launch of Seuss Studios, where emerging authors and illustrators will create original stories inspired by Ted Geisel’s (aka Dr. Seuss) unpublished sketches and illustrations for a new line of books for early readers.

Newness fuels toy industry growth, but most of the original IPs that have been big hits over the past decade have really targeted the preschool crowd. Is there an opportunity for a great IP for the 5-10 range that’s being missed, and how can that be addressed?

Zag: Absolutely, and Miraculous is a testament to that with a core audience of 6-12-year-olds. And one of the reasons I think this content is so popular with families is that Jeremy [Zag] and his creative team understand what kids are looking for in their content: It’s not only entertaining, but also aspirational programming that helps kids to believe in themselves.

Cathey: There’s always an opportunity, but it doesn’t have to be the next superhero. Great stories are great stories, but we just have to get beyond the barricade and wood chipper of this sort of draconian mega studio system, and create the environment encouraging new concepts, new stories, [and] new character development. There are tons of great creatives out there. Story is king, and there are a ton of opportunities to poke the proverbial head above the clouds. The Dragon Prince is a really cool show, great characters, great stories, sort of nonbinary, but it just needs to find its way to retail and arm lock with its audience.

Also, IPs hitting that age range not named Spider-Man can be things with an anti-hero like Five Nights at Freddy’s, or similarly from the indie game developer universe like Poppy’s Playtime, at least for a hot minute. Will these be the next Star Wars? Probably not, but what is?

What are some of the biggest challenges that have emerged in the licensing space over the past few years, and how are you addressing them?

Washida: The majority of the challenges we experienced were largely due to the pandemic, similar to others in the industry.

Now, with the U.S. entertainment industry in the midst of a writer’s strike, there is the potential for the toys and games market to be impacted due to delays in content production. However, since anime is a large driver for our content, which originates in Japan, we may actually be at an advantage as we can bring the best-of-the-best merchandise based on our chosen entertainment category regardless of what is happening in the U.S. and other Western markets.

Weisman: I will say that from where I am sitting, us licensing pros are getting very lazy at educating and challenging retailers on how to tell a compelling story at retail. Consumers love a good

story, which will give brands a competitive edge over others at retail. I will buy the tea bags that has cool mantra labels over the plain boring version. I will buy the licensed PJs of the creator who was bullied as a kid over some mass fashion brand label. We gave the retailers too much power. Licensing is visual storytelling. [We need to] make them get creative and tell stories at the point of purchase, even if it means the agent or brand owner must cough up some money to make it happen.

Castellar: The biggest challenge is consolidation within the toy manufacturers. Toy companies are merging and consolidating their brands and their resources, allowing smaller companies to make bigger impacts within the industry. However, in order to maximize ROI on these mergers and acquisitions, risk has to be minimized. That means potentially less opportunity for experimentation and innovation with new licensed brands.

Looking ahead, what do you believe will drive the business forward in the next 12-18 months?

Austin: Social media platforms will continue to adjust and develop based on the changing desires of the public. While ads fill our feeds, there is a growing shift in acceptance of organic product demonstration and presentation. Look at the many “get ready with me” (GRWM) clips across Instagram and TikTok. This continued prevalence of content will drive brand and product awareness. Additionally new outlets will become more mainstream, like Twitch, Discord, Caffeine, and Supernova. [We expect] great opportunities to create and present custom, relatable marketing collateral to a dedicated audience to inform consumers and ultimately drive product revenue.

Dekel: Finding the perfect mix between a hot brand, developing an innovative toy line, and creating it as high-value yet affordable for kids and their parents. We are targeting this in all of our near-future developments.

Thompson: It sounds cliché, but: innovation. Consumers want something new. Yes, there will always be a need for your legacy items, but developing new play patterns and thinking outside the box is what gets kids excited. Blue Marble takes a “fun first”

National Geographic Epic Forts (Blue Marble), Pudgy Penguins (PMI Kids’ World), and Anime Heroes Demon Slayer (Bandai Namco Toys & Collectibles America) are just a few of the diverse licensed products hitting retail this year.

2023 STATE OF LICENSING

focus on STEM with National Geographic, and we want to make it fun for kids to learn and not just be more school after school.

Cathey: Hopefully we can all get past these wakes left from the pandemic era, i.e. the inventory issues at retail. It looks like things are starting to flow again, which is fantastic. I think the north star is always the same: value, quality, experience. Let that mantra rule and folks will be there to buy. There are some great movies coming, too, like Teenage Mutant Ninja Turtles: Mutant Mayhem. It should be a great one, not a bad time to be in the turtles biz [Ed. note: The Loyal Subjects is a licensee].

Also, some of the nostalgia plays look like they’re going to crush it this year. Comfort food for the soul ... nothing like good memories and building new ones. Isn’t that like every toy company’s mantra? It’s so typical, but sort of rings true.

With “fashion” taking the stage as the central theme for Licensing Expo this year, how do you view the convergence of toys, games, and fashion outside of the traditional process of slapping a hot property on a T-shirt or a set of pajamas?

Castellar: I love how much innovation has been happening within the licensed apparel space! Most often, fans who buy highly detailed licensed fashion are adults. They have grown up with these legacy toy and game brands and want to celebrate their fandom beyond a logo slap on a T-shirt. These consumers can appreciate more subtle designs that only fans with deep brand knowledge can appreciate. And because they are older consumers, they have more expendable cash to afford fashion with more details.

Washida: When done properly, fashion can be used as a way for consumers to outwardly express their fandom and affinity for a brand. However, for it to be successful, the collaboration has to be an authentic fit.

Consumers have become increasingly savvy and for them to buy into something it needs to have a level of appeal and elevate how they express themselves. Fashion, toys and games, and other consumer product categories are key to franchise building, and we’re working with our partners to create a franchise plan for our anime titles. You’ll be seeing activations from BNTCA this year that integrate “fashion” into our play patterns and brands.

Spisak: Dr. Seuss Enterprises has partnered with many amazing brands and designers, from Cynthia Rowley and Billabong to Irregular Choice and Supreme, and more. We seek creative teams that are passionate about what they do and about our

property. Our approach is to ensure we are working with best-inclass [licensees] to deliver quality products and experiences that our fans expect from Dr. Seuss.

Thompson: This is where we’ve seen an explosion of craft activity play patterns. Jewelry-making has plenty of shelf presence. We are also seeing a migration into making themed items like buttons or jewelry style items you can place on your shoes, handbags, backpacks, etc.

Dekel: The toy and game business is very similar to fashion in that it must be led by innovation and freshness and creating an emotional connection with the consumer. We license to leverage the IP and create a statement in all we do. Toys are the fashion statement of the schoolyard.

Cathey: I don’t think toys will ever be the Met Gala, and I think “fashion” is certainly hand-quotable. That being said, social media has brought generations and continents together, and we’re all looking at the same things. Ten-year-old kids know who Basquiat is, maybe because they’re following Doja Cat or Jay-Z, or maybe because they’re hip to Supreme because their older brother likes it or they just saw it hit on some “like” interests from their YouTube preferences. Kids like seeing what they’re consuming boiled down into products or consumables, and that could be “toys” or “games.”

Can you imagine a Go Fish-style Karl Lagerfeld game? The intersection where art/fashion/design/music now meets is grandiose — it can trickle down to toys, and it has to a certain degree with fashion dolls. Fashion dolls are no longer Neanderthal hair, doilies, and burlap — the mini fashions are kinda nuts.

I guess we’ll see where The Weeknd collides with Toy du Jour. If the business piece can work, and the audience is there, you never know what might happen. 

The PUMA x Miraculous collection hit stores this spring. | Source: ZAG

WHAT ELMO TAUGHT ME ABOUT LICENSING

The ABCs of Licensing Agreements

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

“Elmo loves to shop, hahaha,” I said in my best Elmo voice at an appointment with our Toys “R” Us buyer. We were pitching our company’s talking Sesame Street shopping carts and strollers and didn’t have the voice recording yet from the actor who portrayed Elmo, so I found myself having to improvise. I guess I didn’t do too bad of an impression because the buyer wound up taking our line!

Working on the business side of a brand such as Sesame Street — as well as The Wizard of Oz, Burger King, and more — really taught me the importance of intellectual property (IP) and that licensing agreements matter. Now, as an attorney, I really get why they matter.

Licensing is an amazing way to expand your brand. Essentially, licensing is like “renting” out IP to third-party companies that will create and sell branded products or experiences. And the actual licensing agreement sets the ground rules for what you as a company can or cannot do with the brand.

My experience taught me to be patient (and yes, I hear Elmo’s voice when I think about this), follow the agreement guidelines, and wait for the approvals, but more importantly, know what’s in the agreement. Some key terms to keep in mind include approvals, exclusivity and territory, net sales, and the definition of licensed products — all key areas that can end up affecting your bottom line.

Approvals: At every stage of ideation and production, our company had to get approval from Sesame Workshop for every aspect of our products, packaging, and marketing before we could sell anything. I

remember one time we had to go back and forth a few times to get Cookie Monster’s pupils looking just right — literally, we had to move them fractions of an inch.

to make on a licensed product. I learned it’s super important to know what you can and can’t deduct from the sale price (especially if your contract has an audit provision, which it should), and that details matter in accounting.

Define “Licensed Products”: If you want to sell a particular type of product, you’d better make sure the agreement specifically lists it; otherwise, you may not have permission to sell it. Our contract covered doll strollers, toy shopping carts, and play food, so even if we came up with other potential licensed products, we wouldn’t have been able to sell them using the Sesame Street license without adding them to the contract.

Exclusivity and Territory: Will you have competitors selling the same products as you? And where can you sell the licensed goods? If you’re the licensee, you want an exclusive license because it minimizes competition, but if you’re the licensor, you’d prefer to have a non-exclusive license in order to monetize your brand with more than one company at a time. Our license for Sesame Street was non-exclusive, but in a way that incentivized us to make our products more appealing to customers. That’s one of the reasons we added Elmo’s voice to some of our toys.

Similarly, the territory can affect your company’s bottom line. Even if your licensed products are successful, you cannot sell them outside of the contracted region without the explicit permission of the licensor.

Net Sales: This definition will determine how much money you’re going

There’s so much more that goes into a licensing agreement. Remember all terms matter because once you sign something — you’re stuck with it!

So, what did Sesame Street ultimately teach me about licensing? Definitely that it was fun being associated with an iconic, treasured brand, but more importantly, that paying attention to the legal stuff is just as important as creating the products. Wishing you much success! 

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

“Licensing is an amazing way to expand your brand ... And the actual licensing agreement sets the ground rules for what you as a company can or cannot do with the brand.”

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.

Kids are always looking for the next big craze and once they find something they love, they’ll want to surround themselves with it — whether that be a favorite toy brand, a music group, a cartoon character, or a movie. We’ve curated a mix of some classic and emerging brands that are doing big things in the world of licensing with new deals and products in the works. As kids look for their next obsession, some of these brands will surely be at the top of their lists.

L.O.L. SURPRISE!

MGA Entertainment’s L.O.L. Surprise! brand debuted in 2016. What started as mini, collectible dolls inside mystery capsules has since grown to include dolls of various sizes, playsets, dollhouses, and collaborations with a host of licensing partners.

This year’s program includes collaborations with Walmart for a co-branded Great Value yogurt (pictured) and exclusive apparel from Mad Engine. Bendon will also release coloring and activity books.

MIRACULOUS: TALES OF LADYBUG AND CAT NOIR

With retail sales hitting more than $1 billion, ZAG’s Miraculous brand continues to soar with Season 5 of the animated series airing internationally and an animated film set to debut on July 28. The series takes place in Paris, following the adventures of two teenagers who transform into their superhero personas.

Major licensing partners for the Miraculous brand include Playmates Toys, Hyperkin, Build-A-Bear (pictured), ZippyPaws, Kellogg’s, Playmobil, and PUMA. ZAG is also developing new products inhouse under its ZAG Play Toy Division.

Visit ZAG at Licensing Expo in Booth No. Q202

PIÑATA SMASHLINGS

Piñata Smashlings is Toikido’s first internally developed intellectual property that debuted at Spielwarenmesse earlier this year. There are hundreds of energetic creatures, called Smashlings, that live in the Piñataverse, an expansive and ever-growing world. A global licensing program is in the books, as Piñata Smashlings works alongside PMI Kids’ World (pictured: Piñata Smashlings Yum Yum Playset), Panini, Cooneen Group, Redan Publishing, Penguin Publishing Group, and Isaac Morris to build the brand.

PMI Kids’ World and Toikido will present Piñata Smashlings at

XOMG POP!

Dancer and social media star JoJo Siwa and her mother Jessalynn Siwa put their musical prowess to good use by creating a trendy girl group, called XOMG POP! Since previewing the project at Licensing Expo last year, the pop group’s TikTok has already garnered 3.3 million followers and more than 58 million likes. Live-action shorts will debut at the end of the year and will transition to an animated series.

Licensing partners include Moose Toys, Rubies, Ceaco, Bioworld, Sakar, Scholastic, and more.

Visit XOMG Pop! at Licensing Expo in Booth No. B124

HOT WHEELS

The first Hot Wheels cars rolled out in 1968. More than 50 years later, Mattel is still cranking out die-cast vehicles, track sets, and playsets, in addition to a slew of other licensed products in the toy and entertainment space.

SQUISHMALLOWS

Jazwares’ Squishmallows is currently the No. 2 overall toy property according to Circana and the No. 1 plush brand in the U.S. As it continues to grow as a lifestyle brand, Squishmallows’ growth has fueled new cross-category collaborations across beauty, games, apparel, home decor, and more with more than 60 licensing partners. New inbound and outbound Squishmallows collaborations for this year include leading fashion, gaming, and lifestyle brands such as Buffalo Games, TopTrenz, The Op, Ashtel, H.E.R. Accessories, Girls Crew, and Komar.

Visit Jazwares at Licensing Expo in Booth No. O214

Notable partnerships this year include the Posh Peanut x Hot Wheels Monster Truck Medley collection (pictured) and General Mills’ Hot Wheels Breakfast Cereal that comes in boxes with a STEM-based activity on them. An unscripted TV series, Hot Wheels Ultimate Challenge debuted on NBC last month.

Visit Mattel at Licensing Expo in Booth No. R180

CRAYOLA

Since the first box of Crayola crayons made its debut in 1903, Crayola has been inspiring artistic creativity with a portfolio of colorful art tools and crafting activities. Now, Crayola is making moves in the toy category beginning with co-branded partnerships in multiple segments.

On Oct. 27, Playmobil will relaunch its long-dormant color series in conjunction with Crayola (pictured). Additional licensing partners include Basic Fun!, Dandee, EastPoint Sports, and Spalding.

Visit Crayola at Licensing Expo in Booth No. D154

WHAT’S NEW IN LICENSED TOYS

ZIPPYPAWS

Miraculous Dog Toys

MSRP: $6.99-18.99

Available: Now

Now dogs can get in on the action of ZAG’s Miraculous franchise with a new line of pet toys from ZippyPaws. The range includes a Kwamis 2-Pack with Tikki and Plagg, a pair of Rope Gliderz, a Lucky Charm Patterned Bone, and the Cheeky Chumz Ladybug and Cat Noir (pictured).

SUPER IMPULSE

World’s Smallest Toys | Ages: 6+ | MSRP: $5.99 | Available: Now

The World’s Smallest Toys collection expands with a new assortment of miniature, classic toys for kids and kidults. New additions this season include Barbie Cowgirl, Barbie Rollerblade, Town & Country Wagon by Radio Flyer, Spirograph, Waterfuls, Wooly Willy, Big Wheel, and NeeDoh.

MOOSE TOYS

Real Littles Harry Potter Backpacks

Ages: 6+ | MSRP: $11.99

Available: July 2023

Moose Toys collaborated with Warner Bros. Discovery Global Consumer Products for this range of mini collect-

Source: ZippyPaws

baby monkeys, each

The all-new Fingerlings

kids’ fingers and feature glowing hearts that beat. New poseable tails allow the Fingerlings to sit on their own, offering more display. Additional characters

BBC STUDIOS

My Size Bluey (Moose Toys)

Ages: 3+ | MSRP: $49.99

Available: Now

Standing 32 inches tall, My Size Bluey is the biggest, softest, Bluey plush toy yet. This huggable version of Bluey is crafted from deluxe soft fabrics and features detailed embroidery to capture the look of the iconic Blue Heeler.

MGA ENTERTAINMENT

L.O.L. Surprise! Loves Mini Bites | Ages: 4+ MSRP: $9.99 | Available: Now

MGA Entertainment collaborated with General Mills to create this line of cereal-inspired L.O.L. Surprise! dolls. Kids and kidults can discover 12 General Mills cereals tots, including Trix Girl, Trix Boy, Cinnamon Toast Crunch Girl, Cinnamon Toast Crunch Twins (two Lils in same ball), Wheaties Boy, Wheaties Girl, Lucky Charms, Honey Nut Cheerios, Cocoa Puffs, Franken Berry, Count Chocula, and Boo-Berry, each sold separately.

PLAYMATES TOYS

Jurassic Park Nano Scene w/1.65-inch Jeep Wrangler and Ford Explorer Vehicles

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

Kids can celebrate the 30th anniversary of Jurassic Park with this Nano Hollywood Rides Nano Scene. This detailed diorama features the iconic Jurassic Park gate and comes with dinosaurs, plants, and two nano-scale vehicles.

Miraculous Ladybug & Cat Noir The Movie Dolls

Ages: 4+ | MSRP: $16.99

Available: Fall 2023

Inspired by the upcoming feature film Miraculous Ladybug & Cat Noir: The Movie, the 10.5-inch Ladybug (pictured) and 11-inch Cat Noir Dolls each feature 15 points of articulation and come with deluxe, upgraded outfits and movie-specific accessories.

WHAT’S NEW IN LICENSED TOYS

WOW! STUFF

Jurassic Park 30th Anniversary

Real FX Baby T. Rex

Ages: 3+ | MSRP: $79.99

Available: August 2023

This realistic animatronic hand held baby dinosaur features more than 35 actions and movie sounds. The T. rex bites, chomps, and snarls with touch-reactive sound sensors embedded beneath its skin. A faux leather ranger glove conceals the hand controller that activates T. rex’s lunge, head movements, and roar.

LAURA KELLY DESIGNS

Vinyl Stickers Collection

MSRP: $4.99 | Available: Now

Vinyl stickers by Laura Kelly Designs are weatherproof, waterproof, and dishwasher safe. The designs are whimsical, empowering, and intended to spread kindness. Because they are made from bumper sticker material, they are a permanent way for kids and adults to customize their favorite things.

BASIC FUN!

Lincoln Logs 2-Tiered Tree House

Ages: 5+ | MSRP: $39.99

Available: Fall 2023

Kids can build one of three different tree houses or create their own with more than 75 pieces. Lincoln Logs are made of real wood and this set includes special pieces like a tire swing, a ladder, and a tree canopy.

GEEKIFY

Neopets — Tarot and Oracle Deck Set

MSRP: $55.95 | Available: Now

Featuring a full set of 78 unique foiled cards with gilded edges and a diverse cast of Neopian heroes, villains, and inhabitants, this Tarot deck is packed with detailed art, familiar landscapes, deep-rooted meanings, and symbolism.

HEADSTART INTERNATIONAL

DC Capstars Recycled Pencil Topper Figure

Ages: 5+ | MSRP: $2.99 | Available: Now

Each Capstar figure is made from eight recycled bottle caps. Kids can collect 12 different heroes from the DC universe, including Batman, Superman, The Flash, and Shazam. Chase figures include a Golden Batman and variants with glow-in-the-dark and titanium finishes.

WHAT’S NEW IN LICENSED TOYS

BLUE MARBLE

National Geographic Ornament

Air-Dry Clay Kit | Ages: 6+ MSRP: $11.99 | Available: Now

With this STEAM-inspired arts and crafts kit, kids can create five woodland-themed clay ornaments. The kit includes 1 pound of air-dry clay, ornament stencils, a sculpting tool, and paints to decorate each piece. The included learning guide contains facts about the science of clay and pottery from different cultures around the world.

RED TOOLBOX

Char-Broil Kids BBQ Set

Ages: 3+ | MSRP: $59.99

Available: Summer 2023

Kids can pretend to cook on the grill with this interactive BBQ set. Inspired by Char-Broil’s gas grills, it features realistic lights and sounds and comes with tongs, a spatula, and a variety of play foods, such as hot dogs, burgers, steaks, kebabs, and corn.

JUST PLAY

Disney Doorables A Goofy Movie Collector Set | Ages: 5+

Available: Fall 2023

This set includes nine exclusive, 1.5-inch figures inspired by the story A Goofy Movie. Kids can unbox Goofy, Max Goof, Pete, Roxanne, Stacey, Bobby Zimmeruski, Bigfoot, PJ, and Powerline, each with glittery eyes.

The LEGO Group and Universal Products & Experiences collaborated to bring DreamWorks Animation’s preschool series Gabby’s Dollhouse into the construction aisle. There are four sets for kids to collect and build, including Kitty Fairy’s Garden Party, Gabby’s Dollhouse (pictured), Gabby and MerCat’s Ship and Spa, and Bakey with Cakey Fun.

TOSS A COIN TO YOUR WITCHER

How Package Design Can Be the Most Powerful Storyteller for Licensed Brands at Retail

by TED MININNI, President and Creative Director, Design Force

Ioften say that packaging is a brand’s most enduring and accessible consumer touch point. It’s certainly the most compelling because it’s through packaging that consumers first come in contact with their favorite brands in a tangible manner. The experience a brand’s packaging creates for consumers must be positive and enjoyable. Therefore, great package design is paramount to a brand’s success at retail. It must be well-conceived and well-executed, and it must deliver on

the brand promise to effectively motivate consumer purchase decisions. But, what truly has the power to cement the relationship between the brand and the consumer is storytelling because it immerses the consumer into the brand’s world. Regardless of their cultural bac-nal side of the decision-making process,

it appeals to the emotional side, which is far more powerful. It can create a sense of nostalgia and even transport the consumer to a different time and place. It can also communicate the brand’s values and personality, making products more meaningful. The brand’s story — delivered in a simple, truthful, and transparent manner — creates a memorable connection for consumers. If it is truly authentic, it begins to build trust. As we know, every strong relationship is based on trust.

Packaging for licensed brands relies heavily on storytelling to establish a positive retail experience for consumers. By incorporating the right combination of equitable, highly recognizable visual assets associated with the licensed brand — the property logo, design architecture, color palette, imagery, iconography, textures, fonts, and an overarching visual aesthetic — the brand story comes together in a unique, ownable visual language that will resonate with its fans.

EMBODYING A FRANCHISE THROUGH PACKAGE DESIGN

The Witcher is a Netflix original series based on the fantasy book series of the same name by Polish author Andrzej Sapkowski. The story follows the adventures of Geralt of Rivia, a skilled monster hunter known as a witcher, as he navigates a dangerous world filled with magic, mythical creatures, and political turmoil. Geralt’s path becomes intertwined with that of powerful sorceress Yennefer of Vengerberg and young princess Ciri, and the trio must fight to survive and protect

3D rendered packaging that Design Force created for The Witcher products | Source: Design Force

each other against the many threats they encounter. The series features complex characters, epic battles, and stunning visual effects, and explores themes of destiny, power, and consequences.

When the Netflix team approached my design consultancy, Design Force, to refresh the licensed product packaging program for The Witcher, their strategy was to appeal to The Witcher’s current fanbase, as well as to the broader fantasy and gamer audience, with a wide array of targeted merchandise geared toward fans and collectors. The goal for the packaging refresh was to create a look that was all-encompassing of the franchise, rather than one that focuses on a particular story arc or on the series’ upcoming third season. They wanted to adopt a simpler, more sophisticated aesthetic, without incorporating imagery of the characters from the series.

TELLING THE BRAND STORY

Our solution for the packaging refresh begins telling the story of The Witcher with a stark, white background, which is violated by a black, gritty watercolor texture. The texture is symbolic of the wilderness depicted throughout the series, with hints of the mountains and trees found within its landscape. Overlaying the textured background are subtle, gold cartographic details and runes pulled from the iconic map of the medieval-inspired landmass known as The Continent, where the series takes place. The White Wolf symbol, representative of Geralt of Rivia, dominates the remainder of the design refresh. It is used both as a soft, golden, atmospheric element that falls behind product, and as a branding device, rendered in steel blue metal on the top panel.

The storytelling continues with the packaging refresh’s gold accent color. The gold color of some of the package design assets — the cartographic details, the runes, the call-out burst, and the metal bar that separates the product name from the descriptor text — is inspired by Geralt’s eyes, which are a gold color as a result of the mutations he had to undergo to become a full-fledged witcher.

GETTING THE STORY STRAIGHT FOR ALL LICENSEES

The refreshed packaging program for The Witcher is expected to hit retail shelves this month, just in time for the summer release of Season 3. Once the new look was approved, the use of all of its modular package design assets was standardized for the implementation of key packaging formats, including a blister card, header card, window box, closed box, and hang tag. Standardization ensures that every licensee tells the brand story consistently throughout the retail environment, regardless of the consumer product category.

Remember: Package design is arguably the most powerful tool for licensed brands to use to tell their story and capture the attention of their target audience. By leveraging visual assets closely associated

with the licensed brand, package design can create an emotional connection for the consumer, leading to increased engagement and loyalty. Therefore, it is crucial for licensed brands to invest in compelling and memorable package design that not only communicates the brand’s story, but also stands out in a crowded marketplace. 

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 Witcher’s new packaging will hit store shelves this month. | Source: Design Force

PAINT THE TOWN BLUEY

Fans can spot the Heeler family all over retail this year.

by JACKIE CUCCO, Senior

Editor

Four years ago, a family of Blue Heelers made the leap from Australia to the U.S. when BBC Studios helped Bluey launch on Disney platforms. Bluey proved to be just as successful with American audiences as it was Down Under as viewers fell in love with an animated puppy named Bluey; her younger sister Bingo; and their parents, Bandit and Chilli.

Debuting in Australia in 2018, Bluey was created and written by Joe Brumm and produced by Ludo Studio. In each episode, Bluey channels her energetic curiosity into playing all sorts of games with her family, delicately balancing humor with emotional lessons. BBC Studios has a global broadcast deal with Disney for Bluey in all territories outside Australia, New Zealand, and China, with all three seasons available on Disney+, Disney Channel, and Disney Junior.

“A core sensibility of this series is to display the importance of play,” says Suzy Raia, BBC Studios Senior Vice President of Consumer Products and Business Development, North America and Latin America. “Games and role-play are a large part of the world of Bluey to weave this storytelling through all our partnerships and consumer products.”

The series’ overarching theme of gameplay lends itself well to toys, some of which feature moments plucked straight from fan-favorite episodes. In July, master toy partner Moose Toys will launch the 2-foot-tall Hammerbarn Shopping Playset, inspired by the “Hammerbarn” episode in which Bluey and Bingo visit their local home improvement store, and the Bluey Keepy Uppy Game, an electronic bopper game inspired by Bluey’s favorite game of bopping balloons in the air to keep them from touching the ground. There are also co-branded games from Hasbro, including Monopoly Junior:

Bluey Edition and Trouble: Bluey Edition.

This fall, VTech will launch Bluey’s Keytar, a musical keyboard with instrument sounds and built-in melodies. Additional launches include Bluey HugMees from Jazwares, Bluey Mash’ems from Basic Fun!, Dynacraft bicycles, and toy instruments from Kidz Toyz. Other partners include tour continues across the U.S. and the first performances will debut in Canada later this year.

As Bluey skyrockets in popularity, the charming Heeler family will continue to paint the town blue with products and experiences for fans of all ages.

Visit BBC Studios at Licensing Expo in booth No. N204.

From top to bottom: The Heeler Family, Bluey’s Keytar from VTech, Jazwares’ Bluey

and Moose Toys’ Hammerbarn Shopping Playset | Sources: BBC Studios, VTech, Jazwares, Moose Toys

Jackie Cucco is a Senior Editor at Adventure Media & Events. She covers toy trends, news, and buzzworthy products for The Toy Book, The Toy Insider, and The Pop Insider. She has been featured on ABC World News Now, CBS, WPIX, News 12, and more. You can visit her on Instagram @saucyjac.

HugMees,

MORE THAN MEETS THE EYE

Hasbro’s Transformers brand goes back to the ‘90s for Rise of the Beasts.

by JAMES ZAHN, Editor-in-Chief

Behind closed doors at Licensing Expo last year, Hasbro unveiled an early look at footage from this summer’s tentpole film, Transformers: Rise of the Beasts. The footage did its job by getting retailers and licensing partners hyped for a period piece set in 1994 in which a new faction — Maximals — joins the Autobots and Decepticons to face off against a looming, planet-sized threat: Unicron.

But the film is just one piece of a much larger puzzle as the company positions Transformers as one of the fewer, bigger brands that it will focus on growing over the next five years as part of its Blueprint 2.0 initiative.

“For nearly 40 years, Transformers has continuously showcased itself as a brand that’s truly ‘More Than Meets the Eye,’” explains Casey Collins, President of Licensed Consumer Products at Hasbro. “The Autobots and Decepticons can be seen everywhere — across platforms, on screens and shelves, and through immersive experiences — building and growing brand connections in innovative new ways for fans and families across the world.”

This summer’s globetrotting adventure from Paramount Pictures and filmmaker Steven Caple Jr. (Creed II) leans into the ‘90s with a hip-hop soundtrack and plenty of toyetic characters and moments that should drive interest for kids and families in the toy department.

“We can’t wait to hear fan reactions,” Collins says, but Hasbro is giving the brand a blast of Energon with another film set to roll out next year and a hit TV series connecting with audiences. “The first-ever Transformers CG-animated movie, Transformers One, is slated for release in September 2024. For kids, we’ve seen huge success with our Transformers: EarthSpark series, which debuted its second batch [of episodes] on Nickelodeon earlier this year.”

In creating the consumer products licensing program for Rise of the Beasts, Hasbro was able to tap into some new elements that weren’t present in other films released since the Transformers saga first launched in theaters back in 2007.

“Not only does this film deliver on current trending cultural moments and nostalgia of the ‘90s with the action-packed thrills our fans have come to expect, but we have a new plot that does not depend on the traditional Autobots vs. Decepticons rivalry,” Collins explains. “The Maximals and Terrorcons are the newest factions of the Transformers cinematic universe, providing freshness for branded merchandise. Featuring a dynamic and diverse cast both in front of and behind the screen, we can deliver stories

that deeply connect with our diverse, multi- and crossgenerational audiences.”

Transformers licensing partners this year include Bioworld, Disguise, Dynacraft, Funko, Jada Toys, Hallmark, Kid Design, Monogram, Robosen, Super7, TOMY, and many others.

“Among these new offerings will be Mattel co-branded games and toys like Transformers Hot Wheels and Transformers UNO, and the biggest scale model kit of Optimus Prime developed with Agora Models,” Collins says.

With Rise of the Beasts now playing in theaters everywhere, the Transformers brand is top of mind for consumers and the stage is set for the years to come and new toys to roll out!

Visit Hasbro Licensed Consumer Products at Licensing Expo in booth No. G170 

1. 2-in-1 Mask Assortment (Hasbro) 2. Studio Series Core Class Arcee (Hasbro) 3. 1:32 -Scale Optimus Prime Die-Cast Vehicle (Jada Toys) 4. Pop! Scourge (Funko)

5. Battle Mode 16-inch Backpack (Accessory Innovations)

HASBRO

Transformers: Rise of the Beasts Command & Convert Animatronic Optimus Primal

Ages: 6+ | MSRP: $124.99

Available: Summer 2023

Optimus Primal converts into his powerful gorilla mode and guards Earth from every threat as leader of the Maximals. This 12.5-inch electronic toy features a voice-activated automatic conversion between robot and gorilla modes and comes with sword accessories.

HASBRO

Beast-Mode Bumblebee

Ages: 6+ | MSRP: $54.99

Available: July 2023

Inspired by the new movie, this Bumblebee action figure stands 10 inches tall and converts between three modes: robot, vehicle, and beast. It converts from robot mode to an officially licensed off-road Chevrolet Camaro in 19 steps. Kids can squeeze the figure’s legs together to reveal the new eagle beast-mode. Bumblebee features button-activated lights and 15 sound effects and phrases, and includes a sword accessory that can attach in all three modes.

TRANSFORMERS 40: A PREVIEW

In 2024, Hasbro and its partners will celebrate four decades of the Transformers franchise and Hasbro’s President of Licensed Consumer Products, Casey Collins, provided The Toy Book with a sneak preview of what licensees, retailers, and fans can expect.

“We will start the year by celebrating the landmark 40th anniversary of Transformers by providing our licensees with 3D files of the original G1 toys for the first time ever,” Collins says. “With this, our partners will be able to reissue original licensed products and reimagined innovations leveraging the authentic vintage artwork from the G1 toy line and Marvel comics. Pulling it all together, we’re digitally re-

HASBRO

Transformers Studio Series Deluxe 105 Autobot Mirage | Ages: 8+

MSRP: $24.99 | Available: Nov. 1, 2023

Featuring movie-inspired details and accessories, this Mirage action figure stands 4.5 inch es tall and can convert from robot to Porsche 911 Carrera mode in 24 steps.

The Limited Edition Rise of the Beasts Performance Series Optimus Prime Interactive Robot | Source: Robosen

by NICOLE SAVAS, Social Media Editor

From the days of the Atari 2600 to the launch of the Xbox Series X|S, Nintendo Switch, and the PlayStation 5, video games became a staple in most people’s lives. Kids and adults alike can power on their gaming consoles to envelop themselves in new worlds full of adventure from the comfort of their couches. For a moment, you can be a speedy hedgehog racing to save the day, a friendly plumber trying to rescue a princess, or even a martial artist looking for a fight.

“Fandom is rooted in people identifying with a character and embodying characteristics that make them unique and they aspire to obtain,” says Craig Drobis, Senior Vice President of Marketing at JAKKS Pacific, which creates licensed products for video game franchises like Sonic the Hedgehog. “The added point of personal connection from video games is that the consumer is that character.”

These characters that we know and love are having a moment this year with TV and film adaptations. Fans have seen The Last of Us, Halo, Super Mario Bros, and more on screens in new and exciting ways, and other video games, like Gran Turismo and Five Nights at Freddy’s, will hit the big screen this fall. It’s also been a big year for off-screen adaptations, with companies creating more physical products like toys, games, and collectibles.

“Toys and collectibles help bridge the gap from digital to reality and are the perfect way to complement those experiences by giving gamers a tangible way to bring key in-world moments, characters,

and environments to life,” says Gerhard Runken, Senior Vice President of Brand and Marketing, Jazwares, which launched new products based on the mobile game Roblox this year.

While video games do a great job of creating new worlds and characters, absolutely nothing can beat a kid’s imagination. With toys based on their favorite games, kids expand upon these video game worlds with their own stories and brand-new adventures.

We’ve curated a roundup of new products that can help foster creativity and imaginative play in ways that stay true to the original worlds that game makers designed. These game-inspired toys and

collectibles will journey to retail shelves throughout this year from the worlds of Minecraft, Street Fighter, Adopt Me!, Crash Bandicoot, Sonic Prime, Halo, Doom, and more.

Game on! 

As a kid, Nicole Savas either wanted to be a writer or a professional toy player-wither. Somehow, as a Social Media Editor with The Toy Book, 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 about the wonders of the toy industry.

“Fandom is rooted in people identifying with a character and embodying characteristics that make them unique and they aspire to obtain ... The added point of personal connection from video games is that the consumer is that character.

- Craig Drobis, Senior Vice President of Marketing, JAKKS Pacific

The Angel’s Voyage Ship Playset, coming in July is inspired by Sonic Prime.

Source: JAKKS Pacific

JADA TOYS

Street Fighter II 6-inch Action Figures | Ages: 8+ MSRP: $24.99 | Available: Summer 2023

Get ready for the ultimate Street Fighter II showdown. Ryu (pictured on right) is in full force battle mode with his blue fireball Hadouken, and Fei (pictured on left) includes his secret weapon, a “kick fire” accessory. Each comes in arcade-inspired packaging, features multiple points of articulation, and is equipped with removable heads and hands. More figures are on the way soon.

THE LEGO GROUP

Donkey Kong’s Tree House Expansion Set | Ages: 8+ MSRP: $59.99 | Available: August 2023

Kids and collectors can build a colorful jungle level with this 555-piece set. It features a buildable TV, a radio, a secret compartment, and Donkey Kong and Cranky Kong figures.

FUNKO

Five Nights at Freddy’s: Security Breach

Sun 7-inch Plush

Ages: 5+

MSRP: $12.99

Available: Summer 2023

Kids can collect cuddly versions of their favorite Freddy’s: Security Breach characters, including Sun. This detailed plush is made from soft fabric and is 7

HEADSTART INTERNATIONAL

Crash Bandicoot 2.5-inch

Action Figure Smash Box

Surprise | Ages: 5+ MSRP: $5.99

Available: Now

Kids can smash the crate to discover one of 11 collectible characters inside. The 2.5-inch figure assortment includes exclusive metallic variants and a limited-edition Golden Crash Bandicoot.

PMI KIDS’ WORLD

Sonic Prime 8 Pack Deluxe Box (S1) | Ages: 7+ | MSRP: $19.99

Available: Summer 2023

PMI’s Sonic Prime line expands with this Deluxe Box figure assortment. Each box contains eight 2.5-inch-scale figures, two of which are mystery packed. There are 16 different figures to collect.

TOMY

Pop Up Mario

Ages: 4+ | MSRP: $15.99 Available: Now

Up to six players pop into action with this game inspired by Super Mario Bros It features three ways to play: classic play, coin collection, and team play.

MOOSE TOYS

Treasure X Minecraft Nether Quest | Ages: 5+ | MSRP: $9.99 | Available: July 2023

Brew, discover, and craft, if you dare. These single packs come with everything kids need to craft a Minecraft character, including dissolving magic paper that fizzes to create one of two new potions: Fire Resistance Potion or Leaping Potion. There is a one in 24 chance to find the “Gold Carrot,” which is dipped in real gold.

MATTEL

MEGA Halo UNSC Elephant Sandnest

Ages: 13+ | MSRP: $199.99 | Available: Now

This 2,040-piece building set includes five 2-inch Halo action figures: the Master Chief, Sgt. Johnson, Lord Hood, and two UNSC Marines. Kids can open the back end to reveal a large, bilevel defense base with a fortified wall, a turret, and a swivel crane.

FANATTIK

Doom Disc | Ages: 3+ MSRP: $30

Available: Fall 2023

Limited to just 1,993 pieces, this metal replica of the Doom Disc is heavily embossed and features a display stand within

JAZWARES

Adopt Me! Feature Plush

Neon Unicorn | Ages: 6+ MSRP: $24.99

Available: Now

Sonic Prime Collection | Ages: 3+ MSRP: $14.99-39.99 | Available: July 2023

JAKKS Pacific enters the world of Sonic Prime with a full range of products inspired by the Netflix animated series. Kids can collect 2.5- and 5-inch-scale articulated figures (pictured), a 13-inch plush, and the Angel’s Voyage Ship Playset.

Three differ ent light modes bring the magic of the Roblox game to the toy box with this 12-inch plush. Kids can press its ear to activate light-up features in its horn, mane, tail, and hooves. Each plush includes an exclusive virtual item code for the game.

Entertainment licensors have the desire to connect directly with inventors. But why? Don’t their licensees manage inventors and engage them to support the brands they have rights to? Whose responsibility is it to engage with, inspire, and manage inventors and their concept submissions — the licensors or licensees? In my opinion, both!

We frequently see entertainment licensors at inventor pitch events, and some even have their own focused inventor outreaches … I would know because I created and managed the Disney Consumer Products program nearly 20 years ago, and more recently helped Universal Brand Development pilot and structure its own inventor outreach. The benefits of connecting with inventors are clear from the licensor’s perspective. Inventors can deliver hit products and help drive entertainment brands to become evergreen. Elmo is a great example of that. Our furry red friend from Sesame Street has enjoyed many years of retail success

and gained priority from the inventing community over the years as the license has passed between several toymakers. But there is more complexity to establishing a direct relationship between inventors and entertainment licensors than one might assume. Typically, licensors don’t have much visibility to the invention pipeline, as the submission and review process is managed and looked after by their licensees. The manufacturers have to sign the deals and take the risks, so it’s their final decision to license an inventor concept and then turn it into a product. They’d often prefer that licensors stay out of this workflow. From their perspective, it’s challenging enough to stay on a development schedule and execute the mutually agreed-upon line strategy. Tossing in a handful of inventor concepts off-timing can be very disruptive to the working teams, so for practical reasons, licensors are often held at a distance from the inventor concept evaluation process happening behind closed doors.

As a result, licensors often wonder what they’re not seeing and what might be missed. Licensors are the most knowledgeable when it comes to their properties. They live and breathe their brands and stories alongside filmmakers and creators every day. Based on my personal experience managing licensor-driven inventor outreaches, employees from the licensor side will almost always see something in an inventor concept that the licensees may not. They will spot opportunities — especially for white space — that licensees miss because they are focused on executing their established line plans. Their focus is narrower and their goals more immediate. Different expertise, priorities, and perspectives matter when you’re reviewing inventor concepts because they are often the starting place of what could, under the right circumstances, become the next Tickle Me Elmo.

Licensors can and should be involved in inspiring and educating inventors to “share their expert lens.” Currently,

The Barbie Hello Dreamhouse and toys inspired by BB-8 and Elmo have all been shaped by the input of third-party inventors. | Source: Mattel, Sphero, and Hasbro

inventors rely on licensees to shuffle down strategy for their product development needs in regular wish lists, but details can get lost in translation, or worse, not communicated at all.

Things like character attributes, tent pole events, key magic moments in content, and toyetic accessories or elements are all important for inventors to understand. But it’s hard when an inventor is, for example, spending time and resources to invent on a “horse-focused” property and they don’t know if it is realistic or fantastical. Do they have saddles? Do they interact with anything as part of the story? Are there any human characters? All of those details matter and can impact what they are creating.

That said, if licensors want to better partner with licensees and encourage focused work from inventors, it helps to come to the table with inventor royalty relief. It demonstrates a serious commitment to product innovation with practical support for their partners.

The current industry standard license rate to inventors when their concepts are used on entertainment brands is 3%. Some licensors will offer 1.5% royalty relief to essentially split the bill with their partner, while others may offer to pay the inventor’s bill with the full 3% royalty relief. These terms may or may not be included in master license agreements. How licensors value and make space for inventors is all over the place.

Now, let’s assume all entertainment licensors say, “Yes Trina, you’re right and I’m in and will agree to royalty relief and find a way to make the space for inventors on my brands.” That’s great, but we have another hurdle to overcome: the issue of workflow and controlling exposure points when it comes to reviewing inventor concepts. Licensees are typically buttoned up with an established process and submission protocols that help protect the company from frivolous claims. It’s unfortunate, but claims can happen if the way concepts come into a company isn’t thoughtfully managed. Companies with a responsibly managed inventor outreach have portals, processes, and experienced staff in place to manage concept submis-

sions and are under the watchful eye of corporate legal teams. In a case where concepts are flying around willy-nilly over email from a licensor that doesn’t have any real understanding of how they are obligating themselves or their partners, that licensor is the proverbial “bull in the China shop.”

Following money and process, the last hurdle is the most difficult to navigate because it’s not rational or grounded in good business sense. It has a term: “Not Invented Here Syndrome.” It has many facets, but the primary one can be hard to hear. Sometimes design leaders have a bigger ego than their internal teams’ capabilities. Resistance to accepting help or working in partnership with top inventing talent alongside their licensors can be costly to the company and its relationships with licensors in the long haul.

So how can we better merge the worlds of inventors, licensees, and licensors given all the challenges I’ve just summarized? Here are some suggestions that I hope will receive some consideration:

ENTERTAINMENT LICENSORS

• Royalty relief: 3%. Provide it, not as charity, but as an investment.

• Create wish lists. Provide them to your licensees. Ask to see how and what your licensees are communicating to inventors about your brands. It is fair to ask for this visibility.

• Pay attention. Ask your licensees how many inventors they work with and how many concepts they review a year. Ask how their inventor relations teams work and are set up and will support your brands with focus.

• Pitch call-outs. Don’t be afraid to ask what is an inventor concept when you are being pitched. Any good pitch will have a mix of concept sourcing.

• Stay in the lines. Respect your licensee’s submission process and don’t go around their established submission protocols. If you aren’t sure about their process, clarify. And if they don’t have a formal process, consider what that might mean for your brands.

• Respect. Do not show inventor concepts to anyone outside of your com-

pany without explicit approval from the inventor, especially retail buyers. You may inadvertently impact the inventor’s ability to sell something and make a living. Inventors are individuals. These oversights hurt them in real ways financially.

ENTERTAINMENT LICENSEES

• If you are using inventor concepts to pitch for business, secure them with something or your competition may use the same exact concept in their pitch.

• Ensure you are communicating wish lists and updates with inventors on a regular basis. Share them with your licensors and invite their feedback.

• Welcome your licensors into your process of working with inventors and dedicate support to ensure their needs are covered with focus as concepts are reviewed by the company as a whole.

• Ask for royalty relief and communicate inventor concepts to licensors early in the process.

• Involve your licensors in regular, brand-focused inventor pitch meetings. Unify your comments and expedite the process. Go exploring for more opportunities together.

• Ask inventors for their permission to present and obtain preliminary approval from your licensors. Your Inventor Submission Agreements may allow you to do this, but still, ask. It’s polite.

I sincerely hope this helps both sides of the fence consider how they can both make some changes to be better together and help our inventing community engage with even more success in the future. Group hugs! 

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.

MAYHEM IN THE TOY AISLE

by JAMES ZAHN,

Evolution has been at the heart of the Teenage Mutant Ninja Turtles (TMNT) franchise since its debut in 1984.

Perhaps “mutation” is a more appropriate word to describe how the brand, rooted in the tale of four anthropomorphic turtle brothers — Leonardo, Michelangelo, Donatello, and Raphael — cycles through reinvention every few years to welcome a new generation into the battle against Shredder and his evil Foot Clan.

From its humble beginnings as an independent comic book from creators Kevin Eastman and Peter Laird to this summer’s animated feature film, Teenage Mutant Ninja Turtles: Mutant Mayhem, the property has spawned countless toys, games, and other consumer products that have generated billions in sales.

This year, Paramount Consumer Products & Experiences has developed a robust consumer products program that celebrates all eras of the TMNT across multiple categories, including toys, games, puzzles, video games, novelty items, collectibles, fashion, and more.

Master toy partner Playmates Toys has been with the franchise since 1987 and is leading the charge with a mix of movie- and retro-inspired toys.

Additional licensing partners include Moose Toys, The Loyal Subjects, Funrise, Super7, NECA, Funko, Jada Toys, TOMY, Mattel, and others.

Visit Paramount at Licensing Expo in booth No. O180 

“Playmates Toys has developed a gorgeous line of action figures, playsets, vehicles, and more. Their innovation and modeling are absolutely fantastic and it has been fun to play into the unique personality attributes of each Turtle and lean into their true teenage strengths.”

Teenage Mutant Ninja Turtles are back in action with a new movie and tons of toys.

Editor-in-Chief

TMNT Mutant Mayhem Pizza Fire Van and Basic Figures | Source: Playmates Toys

- Dion Vlachos, Executive Vice President, Licensing and Retail, Consumer Products & Experiences, Paramount

1. Akedo TMNT Arena (Moose Toys) 2. Original Classic Giant Turtles (Playmates Toys) 3. BST AXN Casey Jones & April O’Neil (The Loyal Subjects) 4. Archie Comics TMNT Adventures Dreadmon (NECA)

FULL-THROTTLE FUN

by NADIA VELIT, Associate Editor

The original Grave Digger debuted in North Carolina in 1982. Who could have predicted it would still be in the hearts of both kids and adults today — more than four decades later? Born as a “mud bogger,” Grave Digger soon evolved into a true “monster truck,” driving at “full throttle” to become synonymous with Monster Jam: Feld Entertainment’s worldwide sensation, where lifelong, loyal fans are created and continue to crave bigger, faster, and louder experiences.

Now, fans from all over the world travel to see the legendary Grave Digger and other 12,000-pound monster trucks perform stunts and compete for cham-

pionship titles. With 4.5 million fans in attendance annually, Monster Jam captivates families nearly every weekend and extends beyond the motorsports entertainment industry to reach $500 million in annual global sales of licensed consumer products.

“I am excited to be a part of the continued global growth and success of the Monster Jam franchise as it celebrates being a true lifestyle brand, embraced by our many loyal partners and tens of millions of passionate fans around the world who play Monster Jam 24/7, 365 days a year through our touring live events, family-friendly broadcast content, and more than 1,000 licensed products from toys

to tools,” says Jeff Bialosky, Senior Vice President, Global Sponsorship & Licensing for Monster Jam.

Last year, Monster Jam celebrated its 30th anniversary with an epic stunt that turned Spin Master’s Big Air Challenge Playset into a real-life obstacle that was destroyed by a monster truck at the Monster Jam World Finals. The spectacle scored a nomination for “Best Experiential or Location-Based Initiative” in the 2023 Licensing International Excellence Awards. Here are some highlights for what the industry can expect to see fueling interest in Monster Jam in the months ahead. Visit Feld Entertainment at Licensing Expo in booth No. B154.

MARVEL SUPER HEROES ENTER THE ARENA

This summer, a fleet of Marvel Monster Jam trucks debuts in London, where Iron Man, Spider-Man, Black Panther, and Thor will face off against fan favorites like Max-D and the mighty Megalodon in a competition that’s “as big as it gets.”

“This partnership will not only bring exciting new competing co-branded Monster Jam trucks to our live events but will extend to co-branded products from both Marvel and Monster Jam licensees,” according to Feld’s Bialosky.

NEW SEASON, NEW TOYS

Spin Master goes big this fall with the tallest Monster Jam playset ever, the ThunderROARus Drop Playset (pictured top). The 6-foot-tall playset can be securely mounted to a wall with 3M Command Strips. Kids can send the included, exclusive 1:64-scale ThunderROARus truck down the ramp to perform stunts in three different modes.

The iconic Grave Digger gets a trio of new products, including the Trax R/C from Spin Master, a sandwich board-style costume from Rubies (pictured top left), and a Pop-Up Tent from Sunny Days Entertainment (pictured left).

Monster Jam continues to captivate families with “The Greatest Show on Dirt.”

A Sneak Preview of This Year’s Licensed Costumes

compiled by JAMES ZAHN, Editor-in-Chief

The business of playing dress-up is no longer a purely seasonal affair, and it hasn’t been for many years. But Halloween still drives the bulk of sales related to the toy-adjacent category of costumes and accessories, and after a few years of pandemic-skewed numbers, interest is on the upswing, and the business is getting more competitive.

This fall, The Toy Association will host its first-ever Halloween Pavilion when Toy Fair moves into its new slot, Sept. 30-Oct. 3 at the Javits Center in New York City. Interest in the space led to a quick sell out and the introduction of Halloween BOOlevard, an additional space to showcase products tied to the spooky season. But when it comes to capturing the interest of kids, most costumes are anything but spooky — they’re cute, silly, fun, and inspired by the entertainment that each new generation enjoys.

With that in mind, The Toy Book is serving up an early look at some of the costumes that will be hitting retail in the months ahead. Top licenses from the toy and game space along with properties from TV, movies, and video games will continue to dominate costume assortments for Halloween and beyond as entertainment and pop-culture trends spark new interest with kids and families looking to experience their favorite properties year-round. 

DISGUISE

Sonic Prime Collection | MSRP: $19.99-29.99

Available: Fall 2023

Kids can pretend to explore the Shatterverse with this new range of Sonic Prime-inspired costumes. The line includes Sonic, Tails, and Knuckles in standard and deluxe versions.

RUBIES

UNO Reverse Card | MSRP: $27.99-32.99

Available: Halloween 2023

This one-size-only tabard costume features the face of an UNO Reverse Card on the front, with the classic UNO cardback on the back. Additional UNO costumes and a Magic 8 Ball costume (pictured top) are also available from Rubies and Mattel.

JAZWARES COSTUME PLAY

Spidey and His Amazing Friends Dress-Up Box

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

This three-piece set features a long-sleeved top based on Peter Parker’s classic suit that will transform spiderlings into the iconic webhead. It also includes a fabric half mask, a web shield accessory, and a mini, free-wheeling vehicle.

DISGUISE

Dungeons & Dragons Collection

Available: Fall 2023

Families can pretend to cast spells and face off against mythical creatures in this range of costumes inspired by Dungeons & Dragons: Honor Among Thieves. Available in kid and adult sizes, the range includes Edgin the Bard, Xenk, Holga, and Simon (pictured).

JAZWARES COSTUME PLAY

Marvel Adult Inflatable

Alligator Loki Costume

Ages: 8+ | MSRP: $91.99

Available: Fall 2023

Inspired by Loki’s reptilian variant, this inflatable jumpsuit is powered by a built-in battery pack and fan. It features limb holes and a see-through eye screen, and it also comes with a pair of elastic-lined gloves with a printed design of Alligator Loki’s claws.

RUBIES

Wednesday Rave’n Dance Dress

MSRP: $35.99-40.99

Available: Summer 2023

Kids and adults can channel their inner Wednesday with this dress and belt inspired by the Netflix original series and the dance scene that took social media by storm.

DR. SEUSS ENTERPRISES

Dr. Seuss Costume Collection (FUN.com)

MSRP: $29.99

Available: Now

Infants, toddlers, and kids can play dress-up in this range of costumes inspired by the books of Dr. Seuss. The range includes Deluxe Thing 1 & 2, Red Fish, Horton, and infant Cat in the Hat (pictured) costumes.

... AND MORE FUN TO COME!

According to the National Retail Federation (NRF), Halloween spending in the U.S. tops $10 billion each year. In a study conducted by the NRF and Prosper Insights & Analytics last fall, 47% of consumers said they dress-up in a costume on Halloween. In 2021, consumers spent a record average of $103 on costumes, candy, décor, and cards.

This year, gaming looks to be a big trend with new and refreshed costume assortments on the way inspired by Pokémon, Super Mario Bros., Minecraft, Piggy, Five Nights at Freddy’s, Halo, Bendy and the Ink Machine, Kirby, and more.

A broad range of costumes and accessories will support this year’s big feature films, including Disney’s The Little Mermaid, Paramount’s Transformers: Rise of the Beasts, and Warner Bros.’ The Flash.

WELCOME TO BARBIELAND

Greta Gerwig’s Barbie: The Movie finally hits theaters on July 21. While many things about Mattel’s big-screen moment are still under wraps, the movie about the iconic fashion doll is already making waves across social media and beyond.

by MADELEINE BUCKLEY, Senior Editor

THIS MERCH IS MYSTERIOUS

Mattel and Warner Bros. have taken a page out of the Marvel playbook for Barbie: The Movie, keeping tightlipped about the plot and keeping movie-specific merch under wraps for as long as possible. The first (and, until early June, only) merchandise available for the movie leveraged the Mattel Creations website, which targets the kidult collector audience. The products included a sweatshirt, a T-shirt, a baseball cap, and a mug, each decorated with the movie’s logo. In keeping with the mysterious vibe surrounding the film’s plot, Mattel President and Chief Operating Officer Richard Dickson commented on the trailer by stating: “Whatever you think it is, it’s not.”

THIS BRAND IS EVOLVING

Outside of movie-specific partnerships and promotions, Mattel continues to leverage nostalgia for the Barbie brand through cross-category licensed products. These collaborations appeal to the same adult fans that the movie targets. Recent launches include a new collection of Barbie rugs from Ruggable, a selection of 1:18-scale Barbie car replicas from Round 2, and an ongoing apparel line from Unique Vintage.

1986 Chevy Corvette

1:18 Scale Diecast

Source: Round 2

THIS BARBIE IS GOING VIRAL

Alongside the second Barbie: The Movie teaser trailer, on May 4, Warner Bros. released a series of more than a dozen character posters featuring the cast alongside descriptive phrases such as “This Barbie is President,” “This Barbie is a mermaid,” or “This Barbie is always in the splits.” This sparked a flood of social media content and memes, which Warner Bros. and Mattel helped fuel with an official Barbie Selfie Generator and a matching TikTok filter.

THIS DREAMHOUSE ISN’T JUST A DREAM

Mattel and Warner Bros. are using the small screen to promote Barbie’s big-screen turn. This year, HGTV will premiere Barbie’s Dreamhouse Challenge, a reality show in which 15 home design and renovation experts will attempt to re-create a real-life Barbie Dreamhouse, with different areas of the home inspired by different eras in Barbie history. Trailers for the show also cross-promote Barbie: The Movie.

Auto World Barbie

Source: Warner Bros.

A still from Barbie: The Movie Source: Warner Bros.

THE BUSINESS OF BELIEVING

THE LUMISTELLA COMPANY BRINGS THE MAGIC OF CHRISTMAS TO FAMILIES YEAR ROUND

by NADIA VELIT, Associate Editor

Nearly two decades ago, Carol Aebersold and her twin daughters, Chanda Bell and Christa Pitts, shared their cherished Christmas family tradition with the world.

Today, The Elf on the Shelf is synonymous with Christmas, and Santa’s Scout Elf is almost as iconic as the jolly mystery man himself.

According to the lore, the Scout Elf joins a family during the holiday season and reports back to the North Pole each night, letting Santa know whether the kids have been naughty or nice. The true joy comes from waking up in the morning to find out what mischief the elf has gotten themself into overnight. Unlike other familiar holiday characters, the magic lies in being able to name and adopt the elf as a member of the family, and in doing so, create precious moments to be remembered forever.

The Lumistella Company has since grown to offer hundreds of products, brand experiences, and entertainment productions, spreading the magic of the North Pole across more than a dozen countries. Having introduced additional characters to this enchanted world with Elf Mates and Elf Pets, the company continues to focus on storytelling through elf clothes, accessories, toys, games, crafts, books, action figures, and more. This fall, the company will release a number of products and supporting stories as it looks ahead to brand extensions and celebrations, including an origin story set to be published next year by HarperCollins and The Elf on the Shelf’s 20th anniversary in 2025. Visit The Lumistella Company at Licensing Expo in booth No. G196. 

The Legend of Noorah

Noorah, Santa’s magical arctic fox, has become a fan-favorite through Elf Pets books and animated specials, so an illustrated children’s book featuring her backstory, Extraordinary Noorah: Santa’s Magical Arctic Fox (left), will be released in time for the holiday season. A collection of products including a Noorah Plush (middle) and a Noorah Action Figure Set (right) will support the book’s release.

“2023 is the beginning of a whole new era of storytelling … beyond The Elf on the Shelf as we introduce Santa’s newest friends.”

— Chanda Bell, Founder and Co-CEO, The Lumistella Company

“A wholly formed universe of storytelling is set to emerge in the coming years.”

— Christa Pitts, Founder and Co-CEO, The Lumistella Company

Go Beyond the North Pole with

Kids can keep their Elf Pets happy and healthy all year long with the new Elf Pets Cheer Checkup Set (left). The new Scout Elves at Play Peppermint Train Ride (middle) offers a new route to mischief for the scout elves. Both products will be available this fall. The Sweet Spinners Advent Calendar (right) is available now and includes mini figures and a countdown to Christmas.

LICENSED GAMES & PUZZLES

BIGFOOT 4X4

Bigfoot Roll & Smash Game (XYZ Game Labs)

Ages: 8+ | MSRP: $29.99

Available: Summer 2023

This game includes four Team Bigfoot monster truck game tokens alongside oversized monster truck dice. Players roll the dice, plan their truck’s path of destruction in a fully customizable arena, and smash through obstacles while using Style cards to improve their scores and create hazards to slow down their opponents. The player that collects the most Victory Points after everyone makes it through the arena twice is the winner.

SPIN MASTER

Dumb Ways to Die

Ages: 12+ | MSRP: $19.99

Available: August 2023

Stemming from the song created to promote railway safety in Australia, the Dumb Ways to Die franchise is trending on social media. Spin Master will wel come game enthusiasts into Dumbville with the all-new Dumb Ways to Die Card Game, in which players’ only goal is to stay alive.

THAMES & KOSMOS

The Lord of the Rings: Adventure to Mount Doom | Ages: 10+ | MSRP: $29.95

Available: August 2023

In this cooperative, story-based game set in the iconic, fictional world created by J.R.R. Tolkien, players follow the story of Frodo’s perilous journey to destroy the One Ring in the fires of Mount Doom. Players will work together to guide Frodo on his quest and protect him from the dangers along the way, including the Nazgul. The game uses a dice-rolling mechanic to move the figures across the gameboard, and black dice and encounter cards add threats and suspense to gameplay. Players will need to make strategic decisions together to reach Mount Doom and win the game, which features well-known places from The Lord of the Rings novels.

LICENSED GAMES & PUZZLES

WILDER GAMES

Yellowstone | Ages: 17+ MSRP: $19.99 | Available: September 2023

TCG

Nick ‘90s Puzzles — 300 Pieces

Ages: 14+ | MSRP: $5 | Available: Now

These 300-piece puzzles feature images from retro Nickelodeon TV Shows, including Rugrats, Ren and Stimpy, and Spongebob Squarepants. The four-puzzle collection includes Retro Rewind, Morning Lineup, On Your TV (pictured), and Sponge Collage (each sold separately). The puzzle pieces are made with Sure-Lox proprietary die cuts, ensuring a snug fit.

ULTRAPRO

Pokémon Trainer Guess Champions

Edition | Ages: 6+ | MSRP: $25

Available: Summer 2023

Kids can test their Pokémon knowledge by answering questions from the Poké Ball. The ball uses speech recognition technology, so kids don’t need to press any buttons or know how to read to play. When kids talk to the ball, it will understand them and talk back. There are 136 different Pokémon to guess and collect, each associated with a Gym Leader, Elite Four member, or Champion.

In this game based on the popular series, Dutton Ranch is under siege and everyone’s loyalty is in question. In each round, a crisis unfolds and players must choose a Solution card from their hand that they believe will best resolve it, but only those playing as loyals know what the crisis is. The disloyals must choose a solution they believe will allow them to blend in and avoid detection. Players will defend, accuse, lie, and debate while trying to figure out who is loyal and who is disloyal.

FUNKO GAMES

Scream the Game

Ages: 13+ | MSRP: $19.99

Available: July 2023

Would you like to play a game?

The brutal killer Ghost Face is back in Woodsboro, and players will have to combine wits to stay alive. As the clock ticks down, players must help each other and try to avoid becoming Ghost Face’s next target. There is also a free companion app starring voice actor Roger L. Jackson as Ghost Face.

RAVENSBURGER

Disney Around the World

Ages: 4+ | MSRP: $19.99

Available: August 2023

Players will explore the magical world of Disney as they pilot a hot air balloon gamepiece. The game features six charming lands with imagery inspired by Aladdin, Alice in Wonderland, Cars, Frozen, Moana, and Toy Story. Players roll a die to see where they will move, try to avoid wind and clouds, and collect stamps from four lands to win the game.

ANIME INSPIRED

Naruto Figures Collection

MSRP: $7.99 | Available: Now

Playmobil extends its Naruto collaboration with a second collection of figures featuring new characters from the Naruto universe. These figures come with show-specific details and accessories that fans can use to re-create Nartuo’s adventurous journey to become Hokage. There are 12 new figures to collect, such as Naruto Sage

BANDAI NAMCO TOYS & COLLECTIBLES AMERICA

Dragon Ball Super Dragon Stars

Ages: 4+ | MSRP: $21.99

Available: Fall 2023

The Dragon Ball Super Dragon Stars collection expands with the addition of two new 6.5-inch figures — Super Yi-Shinron and Son Gohan Beast. Each detailed figure comes with an additional two sets of switchable hands and character-specific accessories.

Avatar: The Last Airbender —

Ages: 14+ | MSRP: $32.99

Available: Summer 2023

Kids can bring balance to their figure collections with this 6.3inch Aang figure. Aang stands on a base depicting all four elements, with the feisty Momo perched on

SURREAL ENTERTAINMENT

Demon Slayer Pal-Os

Ages: 14+ | MSRP: $24.99

Available: Now

Kids can cuddle up with these Demon Slayer plush character pillows. Each officially licensed pillow is approximately 20 inches tall and comes in characters such as Tanjiro, Nezuko, and more.

Source: McFarlane Toys

ADK EMOTIONS NY INC.

BEYBLADE BURST Quadstrike Thunder Edge Battle Set | Ages: 8+

MSRP: $41.99 | Available: Now

This new BEYBLADE set comes with everything kids need to let it rip, including a QuadStrike Thunder Edge Beystadium, two right/left-spin launchers, and two spinning tops. The Beystadium’s design features four Quad Zones, including an unexpected drop zone.

MCFARLANE TOYS

Demon Slayer 5-Inch Action

Figures | Ages: 6+ | MSRP: $9.99

Available: Now

This line of collectible action figures re-creates fan-favorite characters from the Demon Slayer anime in 5-inch form. Kids can choose from Tanjiro, Nezuko (pictured), Muzan Kibutsuji, or Giyu Tomioka.

GREAT EASTERN ENTERTAINMENT

Figurekey | Ages: 15+ | MSRP: $19.9929.99 | Available: July 2023

Funko POP! Animation: Trigun Vash the Stampede with CH | Ages: 3+ MSRP: $12 | Available: September 2023

This Funko POP! of Vash the Stampede — the space-traveling gunman from Trigun — depicts the character in his classic red jacket and leather gloves. He carries a blaster and wears his signature hoop earring. Vash the Stampede also comes in a chase variant, giving fans a one-in-six chance of finding the character wearing glasses.

JADA TOYS

One Punch Man 1974 Mazda RX-3 1:24-Scale Die-Cast Metal Vehicle with Saitama Figure | Ages: 8+ | MSRP: $24.99

Available: Now

This customized, 1:24-scale die-cast 1974 Mazda RX-3 is the one-of-a-kind car that One Punch Man needs. With an operating hood, trunk, and doors, this car comes with a Saitama figure in his iconic yellow and red hero costume.

Figurekey is a line of mixed media polyvinyl chloride (PVC) and plush figures kids can use to recreate scenes from their favorite anime, manga, and pop culture properties. With more than 12 points of articulation, the figures come in 4.5- and

It’s been 71 years since Gene Kelly danced onto the big screen in Singing in the Rain, and 22 years since the magical world of Harry Potter flew into theaters to kick off one of the most profitable movie franchises in history. And it’s been 100 years since Harry, Albert, Sam, and Jack Warner officially founded a movie studio that would go on to produce some of pop culture’s most enduring movie and TV titles.

Today’s kids may not have been alive when the The Lord of the Rings movies debuted in theaters or when Friends aired its final episode, but the cultural impact of Warner Bros.’ tentpole franchises means that collectors and toy lovers of all ages are part of the celebration for Warner Bros.’ 100th anniversary.

According to Robert Oberschelp, General Manager of North America and Senior Vice President of Global Franchise Management and Brand Product at Warner Bros. Discovery, the consumer products team had a few goals when designing and releasing merchandise for the centennial celebration. These included honoring the studio’s long and varied history, appealing to all Warner Bros. fans, and telling a cohesive story throughout the year.

“We’re going to do everything from high-end runway to our mass and value,” Oberschelp says. “We want to make sure that everybody gets a piece of history and [can] be able to celebrate with us.”

While the year-long “WB100” celebration is a cross-category program, companies in the toy and collectibles space are staple partners for Warner Bros.. One of the major themes in the anniversary col-

lection is a selection of mash-up products featuring the Looney Tunes characters dressed as characters from other Warner Bros. properties, such as Scooby-Doo, Casablanca, and DC Comics.

As Oberschelp explains, these classic cartoons felt like a natural fit for this intellectual property crossover. “I would say Looney Tunes is synonymous with Warner Brothers…” he says. “[The crossover] is not something that we do lightly. So this moment is one where you’ve got to get it now, or you’re not going to get it.”

by MADELEINE BUCKLEY, Senior Editor

Throughout this anniversary year, Warner Bros. plans to appeal to fans and families through a variety of licensing partnerships for products, events, and experiences. Peter van Roden, Senior Vice President of Global Themed Entertainment at Warner Bros. Discovery, says that the company prioritized finding the right partners for this occasion.

“With this major milestone, it was imperative that we’re reaching a global audience and working alongside licensees who appreciate the importance of storytelling to help us capture the spirit and legacy of Warner Bros. in a meaningful way,” he says.

Ultimately, Oberschelp says that Warner Bros. stands apart as a studio because of its cross-generational appeal, which is something the consumer prod ucts team centered on when working on the anniversary toys and collectibles, especially the mash-ups.

Multiple toy partners have already released products within this collection, including Funko, Mattel, Monogram International, and Headstart International.

McFarlane Toys also relaunched its Movie Maniacs series with WB100 figures, ranging from Bugs Bunny dressed as Superman to Alan Garner from The Hangover and Ted Lasso “While, historically, this brand was centered around the horror genre, we wanted to bring it back bigger and better than ever, with a fresh new take ...” says Stephan Tetrault, COO of McFarlane Toys “The breadth of content Warner Brothers has given us access to for this program is incredible.”

“We have the ability to tap into all the generations, all of the fans, all of the genres and the ability to cross those…” he says. “It’s just a way for us to bring the genera tions together and close that gap between the great-great grandchild and a greatgreat grandmother or grandfather. It’s being able to have those connection points and the ability for the older generation to introduce a younger, and vice versa.”

“We want to make sure that everybody gets a piece of history and [can] be able to celebrate with us.”

- Robert Oberschelp, Warner Bros.

Madeleine Buckley is a Senior Editor at The Toy Book, where she covers the latest news and trends in toys. You can usually find her at the movies or hanging out with her super-pup, Parker.

Looney Tunes x Scooby-Doo Mash-Up Pop! Figures | Ages: 3+

MSRP: $11.99-29.99 | Available: Now

“Puddy tat” meets “Rooby-Dooby-Doo” for this series of crossover collectibles, which depict Looney Tunes characters dressed as the Mystery Inc. gang from Scooby-Doo.

HEADSTART INTERNATIONAL

WB100 7-inch Mashups

Collector Figures | Ages: 5+

MATTEL

WB100 Hot Wheels Themed Entertainment

Assortment | Ages: 3+ | MSRP: $2.49

Available: Now

These collectible die-cast cars combine the Looney Tunes characters with vehicles from various Warner Bros. properties, including Bat-

MSRP: $14.99 | Available: Now This collection of articulated figures fea tures Looney Tunes characters cosplaying as characters from The Wizarding World and DC Comics, such as Lola Bunny in a Ravenclaw robe (pictured).

INTERNATIONAL

Warner Bros. 100th Anniversary Mystery

Figural Bag Clip | Ages: 4+ | MSRP: $8.90

Available: Now

The Looney Tunes gang is dressed as various Warner Bros. characters in an assortment of mystery-bag, chibi keychains.

backdrop scene, an art card, and a

AUTOMOTIVE & MOTORSPORTS INSPIRED

THE LEGO GROUP

LEGO Technic Peugeot 9X8 24H Le Mans Hybrid Hypercar

Ages: 18+ | MSRP: $199.99

Available: Now

This 1,775-piece construction set celebrates 100 years of racing at Le Mans. Race fans can build a 1:10-scale replica of the Peugeot vehicle with glow-in-the-dark accents, a hybrid V6 piston engine, opening doors, and a working suspension.

TOMY

Monster Treads All Terrain Tractor

Ages: 3+ | MSRP: $24.99

Available: Fall 2023

This officially licensed John Deere tractor features monstertruck styling, ginormous tires, and a “living hinge” that kids can use to steer using the front of its cab.

ROUND2 CORP.

Johnny Lightning Pop Culture Collection 2023 Release 3

Ages: 6+ | MSRP: $9.99 | Available: Fall 2023

This assortment of six, 1:64-scale licensed vehicles is inspired by vehicles from motorsports, TV and film, car culture, and automotive brands.

SPIN MASTER

Monster Jam Mystery

Mudders | Ages: 3+

MSRP: $5.99

Available: Now

Kids can dunk these 1:64-scale die-cast trucks in water to remove the “mud” and reveal the mystery graphics of fan-favorite Monster Jam trucks hidden underneath. Each truck features realistic BKT tires.

Source: The LEGO Group

FANHOME

Fast & Furious Scale Model Car Collection

MSRP: $16.99-19.99 | Available: July 2023

This subscription-based series includes 1:43-scale model cars paired with magazines that provide insight into each vehicle and the film in which it appears. Created under license from Universal Products & Experiences, this new collection comes on the heels of the latest film in the Fast & Furious franchise, Fast X

MATTEL

Power Wheels Jeep Wrangler 4xe | Ages: 3+

MSRP: $349.99 | Available: Summer 2023

Styled to look just like a real Jeep Wrangler 4xe hybrid, this tough-looking vehicle features realistic driving sound effects and a working light bar. Powered by an included rechargeable battery, the Jeep drives in two speeds (forward and reverse) for flexible play on both hard surfaces and grass.

GREENLIGHT COLLECTIBLES

1:64 Vintage Ad Cars Series 9 | Ages: 14+

MSRP: $6.99 | Available: July 2023

This assortment of die-cast vehicles pays homage to the vintage magazine ads that were designed to attract new car buyers to their local dealerships. There are six vehicles to collect in series nine, including the 1949 Mercury Eight Convertible, 1967 Shelby GT500, 1987

Ford F-150 truck (pictured), and more, each sold separately.

SUMMIT RACING

BIGFOOT 4X4 Engine Play Set | Ages: 3+

MSRP: $79.99 | Available: Now

Little gearheads can pretend to work on BIGFOOT, the original monster truck, with this 61-piece mechanic’s playset. It features working LED headlights, realistic sounds, and a clickable remote starter key fob. Kids can use the included four-way tool with a screwdriver and a socket wrench to take apart the engine and then rebuild it. It also features a steering wheel with a working horn, a gear shifter, working jacks, and removable wheels and rims.

NASCAR

Adventure Force NASCAR 1:24 Scale R/C Race Set Ages: 3+ | MSRP: $22.88 | Available: Now

Kids can bring the action of NASCAR home with this set of R/C racers. With 2.4 GHz technology, up to six cars can run at once. A press of the Turbo Boost button will give each car a shot of extra speed to power to the finish line. The set includes two cars and two controllers.

AUTOMOTIVE & MOTORSPORTS INSPIRED

FLYBAR

Hoonigan R/C Vehicles | Ages: 6+

MSRP: $19.99-99.99 | Available: Fall 2023

FUNKO

Pop! NASCAR Collection | Ages: 6+ | MSRP: $12-35

Available: Summer 2023

Kids and collectors can bring famous drivers home with a trio of new Pop! NASCAR figures. The range includes 4-inch figures of Bill Elliott holding a “World’s Fastest Race Car” sign and Jeff Gordon holding a mini stock car. The Super Deluxe Pop! Ride Dale Earnhardt with Car is approximately 4.95-inches tall.

Flybar teamed up with Hoonigan, a brand focused on aggressive driving and the wild side of car culture to make 1:8-, 1:16-, and 1:32-scale R/C vehicles. The 1:32-scale Hoonitron (pictured) is a modified version of the Audi e-tron and is inspired by a video that racked up more than 8.2 million views in just six months. Each vehicle has a control range of up to 150 feet with a battery-operated remote.

MATTEL

Matchbox 70th Anniversary Series

Featuring Moving Parts

Ages: 3+ | MSRP: $2.99 | Available: Now

Kids can collect five limited-edition vehicles with moving parts that Mattel chose to represent the best of the Matchbox brand over the past 70 years. The collector-friendly packaging features the iconic Matchbox orange color scheme and is decorated with 70th-anniversary livery graphics.

ARCADE1UP

The Fast & The Furious Deluxe Arcade Game

Ages: 8+ | MSRP: $599 | Available: Now

Families can experience the excitement of street racing at home with this officially licensed arcade cabinet. It includes two games, The Fast & The Furious and The Fast & The Furious: Tokyo Drift, and features a racing steering wheel with rumble effects, a four-speed gear shifter, a lighted marquee, and a faux coin door. Players can link up to four machines together on a local network for authentic, arcade-style competitive play.

CARRERA REVELL OF AMERICAS

Digital 132 Peak Performance Slot Racing Set

Ages: 8+ | MSRP: $419 | Available: Now

This Digital 132 Slot Car Racing Set comes with everything that kids need to start racing. It has speed controllers and two cars: the Chevrolet Corvette C8.R No. 3 and the Porsche 935 GT2 No. 11. With more than 27 feet of track included, kids can assemble the race course in several different layouts. Kids can also expand the digital set so that six

JADA TOYS

Pink Slips | Ages: 8+ | MSRP: $4.99-19.99

Available Summer 2023

The Pink Slips die-cast collection includes an array of highly detailed vehicles in a range of sizes and finishes, including candy, iridescent, and gradients. Designed to represent automotive art, the vehicles include special features such as opening doors, hoods, and trunks. Vehicles in the collection are officially licensed by top automakers, including Dodge, Land Rover, Bugatti, Nissan, Porsche, Lamborghini, Jeep, Audi, and Jaguar.

STEIFF

Disney D100 Platinum Mickey Mouse | Ages: 18+

MSRP: $325 | Available: Now

This monochromatic, platinum-themed, handmade plush Mickey Mouse features various shades of grey cotton velvet; a pair of glittery fabric trousers; embroidered eyes; and other detailed, stitched embellishments. This collectible treasure proudly wears a “D100”

CEACO

Disney — Selfies — 2,000-Piece Puzzle MSRP: $19.99 | Available: Now

This 2,000-piece puzzle features a collage of selfies taken by groups of characters from throughout Disney history. It includes characters from films like Zootopia, The Princess and the Frog, The Lion King, Frozen, Alice in Wonderland, Encanto, Lilo and Stitch, Moana, and The Jungle Book, as well as classic characters like Mickey Mouse and Donald Duck.

HEADSTART INTERNATIONAL

D100 Mickey Through the Ages Collector Figure Multipack

Ages: 5+ | MSRP: $69.99 | Available: Fall 2023

Celebrate Disney’s 100th anniversary with the D100 Mickey Through the Ages Collector Figure Multipack. Featuring five highly detailed and articulated iterations of Mickey Mouse, each figure stands on a movie reel base. The pack includes Steamboat Willie, Classic Mickey Mouse, Sorcerer’s Apprentice Mickey Mouse, Mickey Mouse, and a metallic Disney100 Mickey Mouse.

Hot Wheels Disney100

Character Car Multipack

Ages: 3+ | MSRP: $29.99

Available: Fall 2023

To celebrate Disney100, Hot Wheels presents a set of collectible vehicles featuring classic Disney characters reinterpreted as Hot Wheels cars. The 1:64-scale vehicles include Mickey Mouse, Minnie Mouse, Pluto, Daisy Duck, Donald Duck, and Goofy. The set comes in special 100th anniversary commemorative packaging.

THE LEGO GROUP

LEGO DUPLO 3 in 1 Magical Castle — Disney100 | Ages: 3+ MSRP: $99.99 | Available: Now

Little ones can build up this Disney castle that glitters with magical stars in three different ways. Then, they can join Mickey and his friends and discover enchanted elements, including the kitchen where they can

JUST PLAY

Disney Doorables Disney100 Celebration of Wonder Set

Ages: 5+ | MSRP: $49.99

Available: Fall 2023

Behind the Disney studio door, kids can find 20 characters — 15 exclusive and five mystery figures — all featuring a platinum-hued finish. The collection includes both classic characters and modern-day favorites. Each figure stands approximately 1.5 inches tall and features stylized detailing with sparkly glitter eyes. The set also features a shimmery, metallic mouse-ear display that fans can use to show off the collection.

ASMODEE

Spot It! Disney 100th Anniversary Ages: 6+ | MSRP: $16.99

Available: Now

Players must spot the match among favorite Disney and Pixar characters in this special Disney100 edition of the classic Spot It! game. The first player to name the only matching symbol between two cards wins the game, which includes 90 big cards and five mini games.

100 Edition | Ages: 6+

MSRP: $24.99

Available: Fall 2023

Kids can create their own Disney magic with this high-definition, anniversary edition of the classic toy. With brighter colors and clearer images, kids can assemble their art using the included design templates that feature characters like Mickey Mouse, Donald Duck, Simba, and more. When they press a button, they can switch between different light modes for their masterpiece.

RANDOM HOUSE CHILDREN’S BOOKS

Disney’s 100th Anniversary

Boxed Set of 12 Little Golden Books | Ages: 2-5 | MSRP: $71.88

Available: Now

This collector’s edition boxed set contains 12 iconic Disney, Pixar, Marvel, and Lucasfilm Little Golden Books. The set is a great addition to little readers’ libraries, as well as adult Disney fans’ collections.

MUSIC INSPIRED

SUPER IMPULSE

Poptaters KISS Gene Simmons

Ages: 8+ | MSRP: $17.99

Available: Now

The legendary KISS bassist gets mashed-up with Hasbro’s Potato Head form factor to become a 4-inch collectible figure. This Poptater comes with 12 interchangeable parts, including an original Potato Head piece.

THE OP GAMES | USAOPOLY

Monopoly: Britney Spears | Ages: 8+ MSRP: $44.99 | Available: Now

Families can take a musical journey through Britney Spears’ most popular hits to buy, sell, and trade songs like “Baby One More Time,” “Toxic,” “Lucky,” and more. The game tokens draw inspiration from music video moments, and instead of building houses and hotels, players look to collect Gold and Platinum Records to win the game.

NECA

AC/DC Angus Young and Bon Scott Highway to Hell 8-inch Clothed Action Figures

Ages: 14+ | MSRP: $39.99 | Available: Now

These 8-inch action figures capture the high-voltage appearance of AC/DC’s legendary guitarist Angus Young and late vocalist Bon Scott (pictured) as they appeared in the 1979 “Highway to Hell” music video. Each figure is fully articulated and comes with interchangeable heads, hands, and signature accessories. Later this year, NECA will expand its music offerings with figures of Iron Maiden’s Eddie, and late Queen frontman Freddy Mercury.

AC/DC Angus Young Highway to Hell 8-inch Clothed Action Figure | Source: NECA

Steiff Rocks! Rolling

Stones

Limited Edition Teddy Bear

Ages: 14+ | MSRP: $365

Available: Now

This 14-inch Teddy Bear is inspired by The Rolling Stones’ 1966 single, “Paint it Black.” Its red mohair plush is artfully tipped in black, while its black torso is adorned with the unmistakable tongue logo. “The Rolling Stones” is embroidered on the bear’s left sole.

SUPER 7

Slick Rick ReAction Figure — Slick Rick Great Adventures

Ages: 14+ | MSRP: $20

Available: Summer 2023

This 3.75-inch-scale figure of hip-hop legend Slick Rick is inspired by the cover of his debut solo album The Great Adventures of Slick Rick. It features a red beret, eye patch, gold chains, and a microphone accessory.

FUNKO

Soundgarden Badmotorfinger Deluxe Pop! Album

Ages: 3+ | MSRP: $59.99 | Available: July, 2023

Badmotorfinger, the 1991 breakthrough album from Seattle’s Soundgarden, gets a collectible display that includes Pop! figures of Kim Thayil, Ben Shepherd, Matt Cameron, and late frontman Chris Cornell.

BANDAI NAMCO TOYS & COLLECTIBLES AMERICA

TinyTAN Tamagotchi Nano

Ages: 8+ | MSRP: $19.99-44.99

Available: Now

The virtual pet gets an update in collaboration with global pop stars

BTS. The TinyTAN Tamagotchi is available in two standard versions: Purple (pictured), inspired by “Magic Door,” and Red, inspired by “MIC Drop.” Seven Hugmy versions are also available that include a 4-inch-tall soft vinyl TinyTAN character figure hugging the Tamagotchi. Kids can collect RM, Jin, SUGA, j-hope, Jimin, V, and Jung Kook, each sold separately.

KNUCKLEBONZ

Black Sabbath Rock Iconz

Limited Edition Statue (Set of 4)

Ages: 18+ | MSRP: $666

Available: Summer 2023

Knucklebonz throws it back to 1975 with this set of hand-cast, hand-painted Black Sabbath statues. Each set is numbered and comes with a certificate of authenticity on its base. All four band members — Ozzy Osbourne, Tony Iommi, Geezer Butler, and Bill Ward –are represented and will only be available sold together as a set. The run is limited to 3,000 pieces.

CELEBRATING 25 YEARS OF BEYBLADE

BEYBLADE has been spinning its way into the pop-culture lexicon for more than two decades with battling top toys and arenas and animated content. Fans have latched onto the brand in a big way — and now ADK Emotions NY Inc. (ADK) is ready to celebrate BEYBLADE’s 25th anniversary with new products and content. The Toy Book touched base with ADK to chat about what’s in store for the popular brand.

THE TOY BOOK: WHAT IS NEW IN 2023 FOR BEYBLADE BURST?

ADK Emotions NY Inc.: In 2023, we are excited to build on the success of BEYBLADE BURST QUADDRIVE with the BEYBLADE BURST QUADSTRIKE animation and toy launches. The show premiered on broadcast this spring in the U.S. (Disney XD), Canada (Corus, Cartoon Network), and Australia (9Go!), and will continue to roll out worldwide in the coming months. We’re also thrilled to share that QUADSTRIKE is now streaming on Hulu in the U.S., with a new batch of episodes available Aug. 7. New product will be released over the course of this year, and we are particularly excited about this fall’s Light Ignite Battle Set, featuring a never-before-seen “glow tech” feature.

TB: IN 2024, BEYBLADE WILL CELEBRATE ITS 25TH ANNIVERSARY. WHAT DO YOU HAVE PLANNED TO COMMEMORATE THE OCCASION

FOR THE BRAND AS A WHOLE?

ADK: The 25th anniversary aligns with the launch of the much-anticipated new generation, so we’re looking forward to celebrating the newest series of the brand while giving fans an opportunity to commemorate the past 25 years through a variety of touch points across social, digital, and in-person initiatives.

innovation that allows the tops to reach the most extreme speeds and explosive battles yet. There will be something for everyone, whether you’re a longtime fan or just starting your Blading journey.

TB: WHAT ARE YOUR GOALS FOR LICENSING EXPO THIS YEAR TO EXPAND THE BRAND?

ADK: As we head into the next generation of BEYBLADE, we are seeking licensing partners who want to work with us to celebrate, innovate, and expand the brand! We are excited to meet with licensees in all categories, but are especially seeking partnerships in apparel, back-to-school, party goods, trading card games, video games, apps, and collectibles.

TB: THE ANNIVERSARY WILL ALSO SEE THE LAUNCH OF BEYBLADE GENERATION. CAN YOU TELL US A LITTLE BIT ABOUT THIS AND WHAT WE CAN EXPECT FROM THE LAUNCH PRODUCT-WISE?

ADK: Absolutely. The new product line is really special in that we’ve taken fan-favorite elements from each of the previous generations and combined them into a system with an amazing new “gear”

Heading into our 25th anniversary, we are seeking licensees that lean into nostalgia. So many original BEYBLADE fans of the early 2000s show are now young adults with disposable income. We see an opportunity to give them BEYBLADE product options that remind them of their passion for the brand so they can share it with the latest young audiences.

We also want to use this as a chance to announce our new partnership with U.S.-based T-Licensing Inc., a subsidiary of TOMY. Together with T-Licensing, we look forward to expanding our BEYBLADE licensing program to provide further opportunities to our partners on a global scale. 

Q&A with ADK Emotions NY Inc.

The BEYBLADE brand celebrates its 25th anniversary with new content and toys rolling out throughout this year and next. | Source: ADK Emotions NY Inc.

Introducing influencer campaign management software built specifically for the toy and family industries.

FEATURES

The toy and family influencers you want, all at your fingertips

Easy-to-use dashboard to create campaigns, invite influencers, and track results

Real-time reporting and ROI

Unlimited campaigns, searches, and use of creator content – no hidden fees

Contact and communicate with your creators all within the FUNfluential software

FUNfluential app complements the software for on-the-go campaign management

The FUNctional Way to Inspire Play

For more information, contact: jd@toyinsider.com | jackie@toyinsider.com | stephanie@toyinsider.com | rivers@toyinsider.com

SPORTS ENTERTAINMENT INSPIRED

JAZWARES

AEW UNRIVALED SERIES 12 | Ages: 8+ | MSRP: $19.99

Available: Now

The All Elite Wrestling (AEW) collection expands with a new range of action figures that includes authentic, ringinspired accessories. Each highly detailed figure features more than 25 points of articulation.

HASBRO

Monopoly Prizm: NBA Edition Game

Ages: 8+ | MSRP: $39.99

Available: Now

In this Panini NBA trading card version of the Monopoly game, players compete and earn points by revealing the NBA Player Ratings and Stats on the backs of their Panini cards. Players can draft their own team of four NBA players and take control of NBA Games in order to collect points and win the game. Booster packs are also available, each sold separately.

WWE Wrekkin’ Slam

‘N Stack Forklift

Ages: 6+ | MSRP: $21.99

Available: Now

Kids can roll down to the ring with a 6-inch Brock Lesnar action figure and smash, bash, and crash this vehicle again and again. The functional forklift features six break-away parts and real rolling wheels.

SPORTS ENTERTAINMENT INSPIRED

PLAYMONSTER

KOOSH FACE-OFF | Ages: 6+ | MSRP: $39.99 | Available: Now

Created under license from Hasbro, this double-sided target can hang from a wall, sit on a table, or set on the ground to play. It includes four Koosh balls and features three different games to play: Around the World, Center Toss, and Classic Champ. Koosh Face-Off is best enjoyed by two players.

LOUNGEFLY

NBA Los Angeles Lakers Patch Icons

Mini Backpack | Ages: 8+ | MSRP: $80

Available: Now

The toy-adjacent world of Loungefly expands with this Los Angeles Lakers Patch Icons Mini Backpack licensed by the NBA. It features chenille and embroidered patches on the front and side pockets of the bag with the purple and gold Lakers logo present throughout.

UNCANNY BRANDS

WWE Bleacher Buddy

Ages: 3+ | MSRP: $39.99

Available: August 2023

Bleacher Creatures’ newest WWE plush toy collection is perfect for fans who want to bring home the excitement of the wrestling ring. These extra large, 24-inch plush toys come in a wide range of legendary WWE wrestlers, from Hulk Hogan and Stone Cold Steve Austin to modern-day superstars like John Cena (pictured) and Roman Reigns.

TRIPLE 8

EASTPOINT SPORTS

NFL Licensed 2’X4’ Wooden Cornhole Set | Ages: 12+

MSRP: $209.99 | Available: Now

These tournament-quality wooden cornhole boards are the pinnacle of tailgate gaming and are available in styles representing all 32 NFL Teams. Made in the U.S., the cornhole boards feature weather-proof HD graphics and include dual-sided stick-and-slide bean bags and a mesh carrying bag.

Triple 8 x Hot Wheels | Ages: 4+ | MSRP: $64.99-119.99 | Available: Now

This collaborative collection features Hot Wheels-inspired safety equipment for skateboarders. The line includes a helmet made with EPS foam and Sweatsaver fabric, a six-piece safety pad set, and pro-style knee pads that all feature custom Hot Wheels graphics.

compiled by ANNABELLE CANELA, Editorial Assistant

It’s the time of year when the sun beams through backyards, the smell of sunscreen wafts in the air, and all around us kids have traded their backpacks for — you guessed it — toys. And if there’s anything we at The Toy Book and Adventure Media & Events know, it’s new toys. We rounded up our personal favorite summer toys of 2023, from iconic rides and all-natural wooden playsets to all the chalk and outdoor accessories needed for a personal playground! So sit back, relax, and see how we stay on the pulse of play all summer long!

CRAYOLA

Outdoor Sidewalk Chalk

Ages: 4+ | MSRP: $1.25-14.99

“Chalk is the ultimate boredom buster, the solution to summer squirm, and a creative outlet that fits into any spontaneous summer soiree. From drawing roads for Matchbox cars and designing a bike path, to creating colors for a 3D image that is shareable on social, it is the ultimate travel toy that transcends generations and is a last-minute solution to afternoon angst. It is the superhero of summer!”

Charlene DeLoach

PLAYMONSTER

Craft-Tastic Nature

Scavenger Hunt Journal

Ages: 6+ | MSRP: $19.99

“This toy may seem unassuming, but I’m obsessed with it. As a former crafty kid who was always collecting stickers, this activity journal would have been the perfect way to get me outside and engaged with nature (honestly, it still is!). I love how it encourages observation and creativity, and how self-directed the activities are.”

— Madeleine Buckley, Senior Editor

POKÉMON CENTER

Snorlax Pokémon Summer Days

Pool Float | Ages: 3+

MSRP: $59.99 | Available: Now

“Being in the pool is the best part of summer fun, but if you don’t have a cool pool float the whole experience is basically pointless. The Pokémon Summer Days Pool Floats bring pop culture flair to fun in the sun and I am very here for laying on a giant Snorlax, and I can’t think of anyone who wouldn’t enjoy that – kid or adult.”

—

Marissa

Silva, Co-Editorin-Chief, The Toy Insider

STEP2

Adventure Camper | Ages: 3+ | MSRP: $349.99

“This playset re-invents the classic summer staple: the playhouse. This camper is fun and trendy, plus it provides lots of open-ended and imaginative play. It’s awesome because multiple kids can play at once!”

Ali Mierzejewski, Co-Editor-in-Chief, The Toy Insider

EASTPOINT SPORTS

Crayola Paint Your Own Bean Bag Toss

Ages: 5+ | MSRP: $29.97

“Cornhole is the perfect outdoor game in the summertime and I love playing it any chance I get. I also enjoy arts and crafts, so this set provides the best of both worlds for hours of play!”

American Girl x Jeni’s Ice Creams Full of Flavor Truck | Ages: 6+ | MSRP: $325

“When I think summer, I think ice cream! The ice cream truck brings back such fond memories of childhood. Hearing the music coming down the street, begging mom for a dollar, and then sprinting to get your favorite treat.”

Deborah Stallings Stumm, Co-Founder, FUNfluential

— Stephanie Infantino, Sales Executive

MELISSA & DOUG

Melissa & Doug Deluxe Grill & Pizza Oven Play Set

Ages: 3+ | MSRP: $169.99

“This set is an adorable way to get into the summer spirit! Kids can pretend to grill veggie burgers, hot dogs, and more with wooden pieces. I love that it’s good for summer fun indoors or outside.”

— Nicole Savas, Social Media Editor

VISIT OUR SISTER PUBLICATION, THE TOY INSIDER, TO SEE ITS EXTENSIVE 2023 SPRING & SUMMER GIFT GUIDE.

SCHYLLING

Big Wheel 16-inch Big Spin

Ages: 3+ | MSRP: $99.99

“As a kid that grew up in the ‘70s and ‘80s, the red, yellow, and blue blur of Big Wheels zooming by is an unforgettable memory. I had one very similar to this back in 1978 and wish I could still do some of those killer spin-outs!”

— James Zahn, Editor-in-Chief, The Toy Book

There’s so much to explore in the world of licensing, and brands are making the most of it. It is common for brands to expand into books, giving kids an opportunity to dive deeper into the worlds of characters they already know and love. Most recently, brands are finding new ways to make the experience more fun and interactive by adding toys or trinkets to the book package, like 3D glasses or wristbands featuring well-known catchphrases. Below are some new releases worth checking out. 

compiled by NADIA VELIT, Associate Editor

TRANSFORMERS: EARTHSPARK MEET TWITCH AND THRASH! READY-TO-READ LEVEL 2

For readers ages 5 and up | MSRP: $4.99

Inspired by the animated series from Hasbro and Nickelodeon, this book introduces kids to Terrans Twitch and Thrash, the first Transformers robots ever born on Earth. Available July 4 (Simon Spotlight)

PAW PATROL: SPACESHIP RESCUE!

For readers ages 3 and up MSRP: $17.99

Join the PAW Patrol rescue team in a space adventure. The book comes with a wristband that plays five different sounds so kids can follow along.

Available August (PI KIDS)

BARKHAM ASYLUM

For readers ages 8 and up | MSRP: $9.99

When the villains of Gotham get thrown into Arkham Asylum, their pets are taken to a maximum security pound, Barkham Asylum. The mischievous pets have to work together to escape in this graphic novel. Available Winter 2024 (DC)

IN CASE OF ELFTASTROPHE

For readers ages 3 and up | MSRP: $14.95

Kids know Christmas magic is fragile and when a Scout Elf is touched by a human, the magic gets zapped. In this illustrated picture book, narrated by one of Santa’s Scout Elves, kids will discover the secrets to bring back the magic and save the day.

Available: Fall 2023

(The Lumistella Company)

THOR AND LOKI: MIDGARD FAMILY MAYHEM

For readers of all ages | MSRP : $14.95

Marvel fans can enjoy this comedic take on the gods of thunder and mischief as kids living on Earth or Midgard. Read along as they discover macaroni and cheese, the school bus, and more.

Available now (Chronicle Books)

For readers ages 4 and up | MSRP: $10.99

This book comes with 3D glasses so kids can explore all of the action up close as they uncover 100 hidden objects and characters.

Available now (PI KIDS)

THE FLASH: THE OFFICIAL VISUAL COMPANION THE SCARLET SPEEDSTER FROM PAGE TO SCREEN

MSRP: $34.99

Readers can journey into the cinematic world of The Flash through a comprehensive collection of images, behind-thescenes stories, and interviews.

Available now (Insight Editions)

THE STORY OF BARBIE AND THE WOMAN WHO CREATED HER

For readers ages 3 and up | MSRP: $19.99

Kids can learn about the origins of Barbie and the woman behind the doll, Ruth Handler, in this illustrated picture book. Handler followed her dreams — just like Barbie — and proved to young girls that anything is possible.

Available June 27 (Random House Books for Young Readers)

Great minds think alike — and such is the beauty of a successful licensing partnership. After perusing all the dream partnerships featured in The Toy Book’s 2023 Licensing & Entertainment Issue, see how your mind syncs with these brilliant collaborations.

6. IN A UNIQUE COLLABORATION, SPIN MASTER ENLISTED WHICH SERVICE TO HELP WITH HOLIDAY DELIVERIES?

1.

GERWIG’S BARBIE: THE MOVIE FROM WARNER BROS. AND MATTEL HITS THEATERS ON JULY 21, BUT ITS TARGET AUDIENCE MAY NOT INSPIRE AS MANY KIDS’ PRODUCTS AS THE TITLE SUGGESTS. WHAT IS THE FILM’S RATING?

4. THE NEWEST THEMED LAND AT UNIVERSAL STUDIOS HOLLYWOOD FEATURES CHARACTERS FROM WHICH ICONIC FRANCHISE?

A. AMAZON

B. DOORDASH

C. UBER

7. FOR WHICH PARAMOUNT PICTURES RELEASE FEATURING A RETRO ‘80S SQUAD DID PLAYMATES TOYS DEVELOP ACTION FIGURES, VEHICLES, AND PLAYSETS THIS YEAR?

8. IN 2021, MACY’S FORMED A NEW PARTNERSHIP WITH TOYS “R” US. WITH WHICH TOY RETAILER DID TARGET RECENTLY SIGN A DEAL TO SELL ITS HOUSE BRANDS IN TARGET STORES?

CRANIUM CONNECT 4

MONOPOLY CLUE

9. FROM HORSES TO DINOSAURS TO THE SMURFS, SCHLEICH’S DETAILED FIGURES AND PLAYSETS ENGAGE KIDS IN OPEN-ENDED STORIES. WHICH PROPERTY WILL JOIN THE COMPANY’S LINEUP IN SEPTEMBER?

Answers: 1. PG-13 2. Squishmallows 3. United Airlines 4. Super Mario Bros.

(The park is called Super Nintendo World!) 5. A. Cranium 6. B. DoorDash

7. Teenage Mutant Ninja Turtles: Mutant Mayhem 8. FAO Schwarz 9. Harry Potter

5. FUNKO GAMES AND HASBRO JOINED FORCES RECENTLY TO RELAUNCH WHICH POPULAR BOARD GAME?

GRETA

licensed form of its own as Pokémon. | Source: Jazwares Top: Oscar the Grouch is one of Sesame Street’s most popular residents. | Source: ©2023. Sesame Workshop. All rights reserved.

2. DESPITE A HARD YEAR FOR THE INDUSTRY, PLUSH POSTED THE FASTEST (23%) AND LARGEST (31%) GROWTH IN 2022, ACCORDING TO CIRCANA. WHAT WAS THE NO. 1 PLUSH LICENSE IN THE U.S. LAST YEAR?*

3. OSCAR THE GROUCH VENTURED BEYOND SESAME STREET AND TOOK ON A NEW ROLE AS CTO (CHIEF TRASH OFFICER) FOR WHICH AIRLINE?

From The Toy Book Archives: 1993

WARNER BROS. LAUNCHES LINE OF PRODUCTS FOR BATMAN: THE ANIMATED SERIES DEBUT

Warner Bros. Consumer Products released a new line of licensed Batman products last fall, coinciding with the September premiere of Batman: The Animated Series (TAS) on the Fox Children’s Network. Batman: TAS products began to appear on shelves in time for back-to-school sales and include apparel, books, electronic games, school supplies, toiletries, and a full toy line. Introductions of new merchandise will continue through the winter of 1994.

SCREAMIN’ PRODUCTS HAS A 7-INCH YODA

Screamin’ Products has announced its upcoming model figure kit: Yoda, the Jedi Master from the Star Wars films. The kit is licensed through LucasArts Entertainment. Yoda is the third release in Screamin’s Science Fiction Series and the second quarter-scale Star Wars figure. The model is an exact-scale replica and features Yoda’s staff, real hair, and three pet snakes.

OHIO ART EXPANDS MICHAEL JORDAN LICENSED BASKETBALL TOY RANGE

Ohio Art’s Mike & Me Talking Basketball Set is a basketball game, public address system, and pep band all in one. Mike & Me features Michael Jordan’s voice as he encourages kids to play. Every 15 seconds, Jordan’s voice says “shoot the ball” to keep the game moving along. The basketball set can be hung virtually anywhere and comes with an inflatable ball. Additionally, it automatically shuts off when no one is playing the game.

THOMAS THE TANK ENGINE BECOMES BEST PRESCHOOL TOY LICENSE

Thomas the Tank Engine is clearly an enormous success. Maybe it’s the timeless fascination kids have always had with trains and the massive appeal of a kid’s program — or is it something more? Those who sell these imaginative products feel kids identify with Thomas’ adventures and find comfort in how he always comes back to the station to be cleaned up and tucked in. Perhaps that’s why it’s considered the best preschool licensed product on the market right now.

DIRECT CONNECT INTRODUCES LAMB CHOP PUPPET

Direct Connect’s Lamb Chop puppet is based on Lamb Chop’s Play-Along, the new series on PBS starring Shari Lewis and her famous long lashed companion.