December 10, 2020
First Look: IMC Toys Debuts Cry Babies Tutti Frutti Toys, Animated Content

All aboard for Tutti Frutti Bay! The Cry Babies have been on plenty of animated adventures ever since IMC Toys launched its Kitoons channel in the U.S. last year, and now, the colorful group of characters is about to discover a whole new, magical world. The Toy Book has your exclusive first look at the new toys and animated content. Read more…
The LEGO Group Commits to Reducing Carbon Emissions

The LEGO Group revealed plans to cut its absolute carbon emissions by 37% by 2032. This goal has been approved by the Science Based Targets initiative as consistent with levels required to keep global warming to below 1.5°C. Read more…
Hasbro Blasts Off with Mandalorian NERF LMTD Blaster, New Star Wars Mission Fleet Sets

Over the past two months, Hasbro has unveiled a variety of toys inspired by Star Wars: The Mandalorian, primarily focused on its growing lineup of Star Wars: The Vintage Collection and The Black Series action figures. This week, the company added some Mandalorian flavor to its NERF premium range and new Star Wars Mission Series line of kid-focused action figures and vehicles. Read more...

Additionally, Hasbro contributed $450,000 to Charlie Rocket’s Dream Machine Tour to provide acts of kindness to families in need this holiday season and Firestar joined the company’s Marvel Legends lineup.
Schleich Celebrates 85th Anniversary with Times Square Billboard

To celebrate the end of its 85th anniversary year, Schleich USA debuted a Times Square billboard featuring stories from fans around the world, including new photos from famed toy photographer Mitchel Wu. Following a public vote and more than 5,000 entries, Paxton, age 7 from Missouri; Addison, age 13, from California; and JoJo, age 7, from Maryland were named the winners. Read more…
Jakks Pacific Tantalizes Apex Legends Players with In-game Challenge to Support Action Figure Debut

The “Legends Challenge” is an in-game initiative running inside the Apex Legends battle royale game. The contest, created by Jakks Pacific and Blue Plate Media Services (BPMS) in collaboration with Playwire and Overwolf, will give gamers a chance to score in-game rewards, a new gaming PC, and a set of Jakks’ new figures. Top esports players, including Eric Ngo (xBaronful) and Tanner Trebb (Rogue), will be getting into the competition. Read more…
Fisher-Price Heads to a New Kingdom with Gus — The Itsy Bitsy Knight

When Technicolor Animation Productions’ Gus — The Itsy Bitsy Knight debuts next year, a full toy line will be close behind. Mattel inked a multi-year global licensing deal with series distributor PGS Entertainment to create and market a full line of Fisher-Price toys based on the animated preschool series. The Fisher-Price collection will include figures, playsets, plush, vehicles, and more inspired by Gus — a small, grasshopper-sized boy who dreams of becoming the greatest knight in the kingdom of Karamel. Read more…
Get Ready to Sleigh with Little Tikes’ Reindeer Carriage Ride-on

Just in time for the holidays, MGA Entertainment’s Little Tikes division released its newest ride-on, a Reindeer Carriage mirroring Santa’s magic sleigh. The classic Little Tikes red carriage comes fitted with a reindeer guiding the sleigh and reins for kids to hold onto. Read more…
Fall in Love with New Valentine’s Day Squishmallows

The Valentine’s Day Squishmallows feature a special embroidered message specifically tailored to their personality, such as Jules the tabby cat with a “You’re Purrfect” message, Baron the brown bear with a “Beary Special” message, Rey the blue shark with a “You’re Jawsome” message, Raquel the white unicorn with a “Love” message, and more. Read more…
Ryan’s World Comes to Roblox

Created by Sunlight Entertainment and p.w. Games, the gaming division of pocket.watch, Ryan’s World in Roblox is a place where kids can play alongside digital versions of Ryan and his whole crew while discovering characters, gadgets, and games. Read more...
Pass Go to Walmart for Basic Fun! Monopoly Surprise Collectibles

Holiday shoppers have a new stocking stuffer to seek on their next trip to Walmart. Basic Fun! continues its licensing partnership with Hasbro with the debut of Monopoly Surprise Collectibles. The new collection of blind-boxed collectibles serves up a “peel ‘n reveal” unboxing experience with five surprises in every pack. Read more…
The Toy Association Continues the Fight Against Counterfeit Toys

It’s been said before — and whether you call them bootlegs, knockoffs, or any other name — counterfeit toys are big business, and they continue infiltrating major online marketplaces. The Toy Association Association released “Taking Fake Toys Offline: A 2020 Focus on Proactive Measures to Reduce Counterfeits and Unsafe Toys Sold on Online Marketplaces,” an update to last year’s inaugural white paper detailing the bootleg boom. Read more…
McFarlane Toys Launches Dune Collectible Action Figures

Ahead of the highly anticipated Dune movie, expected to hit theaters and HBO Max on Oct. 1, 2021, McFarlane Toys revealed its line of collectible action figures inspired by the characters of the film, including Paul Atreides (Timothée Chalamet), Lady Jessica (Rebecca Ferguson), Duncan Idaho (Jason Momoa), Stilgar (Javier Bardem), and Beast Rabban Build-A-Figure (Dave Bautista). Read more…
Eaglemoss Hero Collector Debuts Star Trek Enterprise Build-up

If finishing a build always leaves you wanting more, Eaglemoss Hero Collector has a solution that keeps the thrill of the build going for months. With the company’s new Star Trek build-up, voyagers can construct the iconic USS. Enterprise-D little by little. Read more...
YWow Games’ Michele Rudelli Talks Brand-building on the ‘Power Kid Podcast’

In this week’s episode of the “Power Kid Podcast,” host Phil Albritton of Power Kid Design speaks with YWow Games and Ypernovea CEO Michele Rudelli. YWow Games burst onto the scene this year with a new collection of games and licensed puzzles that have been gaining an audience around the world through colorful branding inspired by Kellogg’s cereals, Mentos, and Pringles. Listen here...

The Toy Book Podcasts by Adventure Media & Events are available through all of your favorite streaming services, including Anchor, Spotify, Apple Podcasts, Google Podcasts, and more.
Decide What’s for Dinner with a DoorDash Board Game

In the limited-edition game Superyum!, players will travel through Breakfastland, Lunchland, Dinnerland, and Dessertland, where they will slip down slides made of bacon and climb through towers of sushi to race to delivery. Read more…
Animaccord Taps Firefly Brand Management to Rep Masha and the Bear for U.S. Licensing

Animaccord‘s Masha and the Bear will soon have an even bigger presence in the U.S. Firefly Brand Management inked a new deal to represent the popular animated series as its U.S. licensing agent. Firefly seeks to expand the Masha and the Bear brand through new licensing agreements and promotional partners across a variety of categories, including electronic toys, apparel, and more. Read more…
Talkin’ Toys: Adapting to the Challenges of Video Production During the COVID-19 Era

Following a conversation during Toy Fair New York in February, the Toy Book reconnected with Jehan Hindo, Diaframma’s vice president of U.S. sales, to learn how the prolific creator of video content for toy industry clients — including Jazwares, VTech, and MGA Entertainment — has fared in the past year, and how it is positioned to keep creating for toymakers of all sizes. Read more…
Barry & Jason: How Amazon Is Not Helping Our Small Business

In a special guest column, Jason Lautenschleger, owner and co-founder of Barry & Jason Games & Entertainment, explains how some of the policies that Amazon has put in place this holiday season are having a negative impact on the small businesses that the e-commerce giant very publicly claims to support. Read more…
Jonathan Anschell to Succeed Robert Normile as Mattel EVP, Chief Legal Officer, and Secretary

Mattel Inc. continues to make executive moves with the appointment of Jonathan Anschell as its new executive vice president, chief legal officer, and secretary. Anschell, who joins the company from ViacomCBS, will replace longtime Mattel exec Robert Normile beginning Jan. 1 and will report directly to Mattel Chairman and CEO Ynon Kreiz. Read more...
Michael Jaffa Named COO at Genius Brands

The company behind Kartoon Channel! and Rainbow Rangers promoted Michael Jaffa to chief operating officer from his previous role as general counsel and senior vice president of business affairs. Jaffa will retain his legal responsibilities while taking the reins in overseeing the business operations of production, consumer products, global distribution, human resources, and diversity. Read more…
Sarah Boyer Named Vice President, Retail at ZAG

In her new role, Boyer, who joins the company from MGA Entertainment, will manage strategic relationships across all tiers of retail for all of the properties under the ZAG Heroez label, including Miraculous: Tales of Ladybug & Cat Noir, Power Players, and the forthcoming Ghostforce. Read more…
 
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