June 17, 2021
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Get Ready for Halloween Hijinx with the Spooky Squishmallows Squad

Halloween will be here before you can say “pumpkin spice latte” and the fall Squishmallows squad already has us screaming. Kellytoy — a subsidiary of Jazwares — revealed the Halloween Squishmallows lineup, and the limited-edition characters are equal parts sweet and spooky with bats, ghosts, vampires, mummies, jack-o-lanterns, witches, and other creeptastic creatures to hunt for. Read more…
Kid Trax Toys Honors Postal Workers with a USPS-themed Ride-on and Post Office Tent

Kid Trax Toys is planning a special delivery as the brand celebrates postal workers across the country with a ride-on USPS Mail Delivery Truck and a USPS Post Office Tent, both launching next month. The USPS Mail Delivery Truck makes snail mail cooler than ever with a kid-sized ride-on featuring a mail slot, an opening rear door, working headlights, and more. Read more…
Moose Toys Launches New Akedo Line That Combines Action Figures, Battling, and Collectibility

Moose Toys is delivering a triple whammy. The company is launching Akedo — Ultimate Arcade Warriors, the first brand to combine action figures with realistic battling action at a micro collectible scale. Akedo will be accompanied by an animated series as part of Moose’s marketing campaign and marks what the company says is its biggest boys’ launch, and largest investment in content, to date. Read more…
First Mattel Adventure Park Set to Open in Arizona Next Year

Mattel inked a deal with Crystal Lagoons Island Resort for the first-ever Mattel Adventure Park. The attraction will be part of Crystal Lagoons’ new entertainment destination in Glendale, Arizona. Mattel Adventure Park will feature a Hot Wheels roller coaster, Hot Wheels go-karting experiences, and a Thomas & Friends indoor theme park with the first life-sized Thomas the Tank Engine electric-battery powered passenger train. Read more…
Spin Master Looks Ahead to the “Future of Play” with New Scholarship Program

Spin Master Corp. is counting on the next generation to carry the company — and the toy industry — into the future. The Spin Master Future of Play Scholarship program is a new initiative designed to support the education and career advancement of individuals from underrepresented communities, including BIPOC, women, LGBTQIA+, and indigent students. Read more…
WowWee's Baby Shark's Big Show Toys Make a Splash on Amazon Prime Day

WowWee, Nickelodeon, and Pinkfong are launching a refreshed collection of toys inspired by Baby Shark’s Big Show! on Amazon Prime Day. The assortment includes plush, bath toys, and a Sea Jam Microphone, all of which become available to preorder on June 21. Read more…
Hasbro Feels the Force This Father’s Day with New Star Wars Collection

The Jedi Order has heroically partnered with Hasbro to unleash an empire-sized Star Wars collection in honor of Father’s Day. Several new items from the Star Wars: The Black Series and The Vintage Collection lines were announced during Hasbro’s “I Am Your Father’s Day” livestream. A galactic lineup of action figures, lightsabers, and vehicle sets are storming into retail stores this year. Read more…
Winning Moves Games USA Inks Deal to Produce Retro-style Wham-O Toys

The Wham-O resurgence has begun. Following recent deals with Jazwares for pet toys and Critical Content for TV projects, Wham-O is getting into business with Winning Moves Games USA. Anjar and Becker Associates — acting as the exclusive licensing agency for Wham-O — brokered the deal under which Winning Moves will produce and market a collection of classic, retro-style toys based on the Wham-O archives. Read more…
eOne Expands PJ Masks Distribution in Asia

Catboy, Owlette, and Gekko are suiting up for new adventures across Asia. Hasbro‘s Entertainment One (eOne) inked new distribution deals for PJ Masks in territories where kids are just discovering the trio of kid superheroes. In the U.S., Hasbro will rollout its debut lineup of PJ Masks toys this fall. Read more…
Spielwarenmesse, The Toy Association Partner to Bring World of Toys Pavilion to TFNY 2022

World of Toys is a platform for companies to exhibit at international industry events, providing participating manufacturers with access to buyers worldwide. The Nuremberg show’s World of Toys Pavilion will set up shop at Toy Fair New York 2022 (TFNY), taking place from Feb. 19-22.This new area was made possible by extra space in the newly expanded Javits Center. Read more…
Big G Creative Taps Ren Beanie PR to Serve as Agency of Record

The company behind hit games, including Mega Mouth, Bye Felicia, and the recent Hide ‘N Cheek, is getting a big PR push. Nashville-based Big G Creative tapped Ren Beanie PR to serve as its agency of record to craft a full multifaceted media and influencer campaigns to market current and future titles from its growing portfolio. Read more…
Adidas Builds up Its Superstar Sneaker, LEGO Style

The Adidas Originals LEGO Superstar sneakers feature the classic black-and-white leather construction of the shoe, with a brick-tastic twist: The three stripes, shell toe, and heel tab are made with a blocky LEGO pattern. Read more...
Headstart Brings Ryan’s World Into the Blaster Aisle with Ryan’s Dart Tag Range

Ryan’s World is expanding again. Headstart Toys teamed up with pocket.watch — the company behind digital-first brands, including Love, Diana — to bring the popular YouTuber into the foam blaster aisle. Ryan’s Dart Tag is a new range of blasters for kids ages 8 and up that launched earlier this month at Big W in Australia. The line debuts in the U.S. on June 20 — exclusively at Target — and will be supported by a free Ryan’s Dart Tag mobile game. Read more…
Licensing Expo Virtual Welcomes Pokémon Co., WWE, Jazwares, and More

Informa Markets’ Global Licensing Group and its partners at Licensing International are gearing up for this summer’s Licensing Expo Virtual. More than 100 exhibitors have confirmed their participation in the free-to-attend virtual event, set to take place August 24-26. Companies including Crayola, Jazwares, NECA, The Pokémon Co. International, Spin Master, and WWE are on deck for the event, which will feature exhibitors across a multitude of categories. Read more…
Four Students Receive Licensing International Inaugural Scholarships

The Licensing International Foundation is giving back to students who are interested in brand licensing. As part of a new Licensing International Scholarship program, Licensing International has awarded the accolade to four students in the U.S. Scholarships are available for students seeking degrees in business, marketing, design, engineering, entrepreneurial studies, e-commerce, and other brand licensing industry-related programs. Read more…
Discovery Makes a Splash with Multiple Licensing Deals for Shark Week

With Shark Week in progress, merchandising partners are looking to take a big bite of this Discovery program’s hype with releases of apparel, accessories, toys, food, and more. Veteran partners such as Mattel, Bright Kingdom Development (BKD), and Dan Dee are returning to the Shark Week merchandising waters. Read more…
Nacelle Co. Acquires Robo Force, Plots Relaunch of Former Ideal Toys Brand

Another crew of robotic warriors from the ’80s is powering up for a new generation. The Nacelle Co. — producer of Netflix’s The Toys That Made Us — is relaunching Robo Force, a transmedia property that originally debuted in 1984. The Ideal Toy Co. produced Robo Force toys that had a companion animated special that aired on CBS. Read more…

Additionally, The Nacelle Co. picked up North American distribution rights for the road trip toy documentary, Action Figure Adventure.
Distroller’s Nerlie Takeiteasy Creatures Look to Bring Routine Back Into Kids’ Lives

The struggle kids have faced during the COVID-19 pandemic has been heard throughout the galaxy, and a special Nerlie species has been called in to bring a calming routine back into their lives. Meet Sophie-Zen, Breathanie, Serenella, and Relaxandro,  four new Nerlies that are here to help kids who are feeling anxious about the many changes they’ve gone through this year. Read more…
Guru Studio and United Smile Take True and the Rainbow Kingdom Toy Distribution Overseas

Guru Studio’s True and the Rainbow Kingdom toys are riding the rainbow slide into retailers around the world with the help of United Smile. The product line features a collection of figures, playsets, puzzles, vehicles, plush, and musical dolls based on the preschool series. Read more…
GameStop Crushes Q1 Earnings Estimates, Taps Amazon Execs as New CEO, CFO

Is a GameStop turnaround actually in progress? The embattled retailer of video games, accessories, toys, and collectibles has had a rough go in recent years, but following a refresh of its board of directors and a market boom thanks to its “meme stock” status, things are looking up. Net sales at GameStop increased 25.1% in the first quarter as the company brings on new hires from Amazon to enter the C-Suite. Read more…
Sara Rosales Joins Jazwares as Senior Vice President of Communications

Jazwares is continuing to focus on its evolution as a company with a new appointment. The company has named Sara Rosales as senior vice president of communications. In her new role, Rosales will oversee corporate communications, brand public relations, and the company’s philanthropic efforts. She will also collaborate closely with digital marketing on earned media and the strategic management of the corporate website. Read more…
Wildbrain CPLG Appoints Jasen Wright to Vice President, North America

The licensing veteran will be responsible for heading the sports and licensing agency’s North American sector and expanding its portfolio of entertainment and lifestyle brands in the market. He will concentrate on the agency’s ambitious plans for Wildbrain’s proprietary brands, including Strawberry Shortcake, Caillou, Teletubbies, and Chip & Potato. Read more…
 
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