The Toy Book’s 2023 Innovation & STEAM Issue is Here!



Our 39th volume concludes with a look at how artificial intelligence (AI) is infiltrating the toy department while offering updates on the latest developments and new products in STEAM, MESH, Sustainable & Eco-Friendly toys, and more. Read more…

From the Editor: Rise of the Machines



The toy industry is at a turning point on the verge of a new frontier that continues evolving by the day. For decades, some have struggled with the onset and adoption of new technologies despite working in a business fueled by constant innovation. Now, change is upon us. Read the latest commentary…

AI Rising: What the Arrival of Artificial Intelligence Means for the Toy Industry

Senior Editor Nadia Velit connects with the makers of Snorble, 2XL, and more for a look at how advancements in technology and the emergence of AI in the toy aisles are taking the meaning of play to a whole new level. Read more…

Raising the Bar: Is AI Your Friend or Foe?



Is Skynet coming to life? Will someone be knocking on the door to see if Sarah Connor lives here? Stephanie Pottick Esq. checks in with an exploration of the legal implications of AI in the toy department. Read more…

Cultivating Toy Sales: The Farm & Ranch Retail Channel Outpaces the Industry



Over the past year, while the U.S. toy industry and many of its retail partners struggled to rebalance following years of pandemic-skewed sales numbers and subsequently clogged inventory pipelines, one often-overlooked retail channel has quietly continued to grow: Farm & Ranch. Toy Book Editor-in-Chief James Zahn opens the barn to learn more. Read more…

Revisited: The Toy Book’s 2023 State of the Toy Industry Roundtable



For our annual State of the Industry Q&A roundtable in February, we assembled our biggest group of executives ever — 52 in all, representing toy and game manufacturers, retailers, marketers, and analysts. This year’s “all-star lineup” featured participants from the U.S., Canada, the UK, and Australia. But over the past 11 months, much has changed. Read more…

No, Toys are NOT Cheaper Than They Were 30 Years Ago



Have you heard that the average price of toys has decreased tremendously since 1993? If not, it’s likely because it hasn’t, but a new piece of “fake news” is gaining steam that says otherwise. The Toy Book and Circana set the record straight. Read more…

Mattel Partners with Designer Justina Blakeney to Decorate Barbie’s Dreamhouse



Mattel teamed up with Justina Blakeney, the founder of home decor brand Jungalow, to revamp Barbie’s Dreamhouse living room on the @BarbieStyle Instagram profile. This project features Blakeney’s signature style, complete with lots of texture, color, plants, and more. Read more…

The LEGO Group Launches LEGO Ideas: Polaroid OneStep SX-70 Camera



The LEGO Group and Polaroid have revealed a new addition to the LEGO Ideas line. The LEGO Ideas: Polaroid OneStep SX-70 Camera, inspired by the original Polaroid OneStep SX-70 Camera from 1977, will launch on Jan. 1. Read more…

Hasbro’s Latest Marvel Legends Figures Are Full of Color



Hasbro’s latest drop of Marvel Legends action figures features six figures inspired by the X-Men ‘97 animated series. Just as you’d expect, these figures are bursting with color. Much like the series, the figures come in packaging that is fueled by nostalgia, featuring a retro-style blister card. Read more at The Pop Insider…

MGA Entertainment Sees Holiday Retail Success, Secures ‘Make It’ Patent



Circana reports high rankings this holiday season for MGA Entertainment’s Rainbow High and Miniverse brands. The company has also secured a new patent for the “make it” component of the Miniverse brand, a feature that invites consumers to follow the included instructions and have a hand in making their own mini collectibles. Read more…

Spin Master Holds Annual Caring & Sharing Event to Support Children’s Breakfast Clubs



Spin Master and Liberty Entertainment Group, a hospitality company in Toronto, hosted the 11th annual Caring & Sharing event to support Children’s Breakfast Clubs on Dec. 12. More than 300 Spin Master employees and Liberty Entertainment Group volunteers welcomed more than 1,200 students from the Children’s Breakfast Clubs-affiliated schools for the annual event. Read more…

Squishmallows Happy Meal Makes its Debut Across U.S.



The Squishmallows Happy Meal is making its long-awaited debut at McDonald’s restaurants nationwide. Earlier this year, the partnership launched in select global markets. Now, for a limited time while supplies last, U.S. fans can join in on the fun when the meal hits participating restaurants on Dec. 26. Read more…

Fanattik, Scottgames Strike Deal for Five Nights at Freddy’s Products



The extensive range of products inspired by Scott Cawthon’s Five Nights at Freddy’s (FNAF) franchise is expanding next year. UK-based Fanattik inked a deal with Scottgames International to create a range of FNAF-inspired collectibles, gifts, and housewares. Striker Entertainment brokered the deal on behalf of Scottgames. Read more…

TNA Wrestling Partners with PowerTown for Collectible Action Figures



TNA Wrestling has signed a licensing agreement with PowerTown Wrestling to produce collectible TNA action figures and accessories. The first series is set to debut in the summer of 2024. Read more…

Jada Toys Launches Licensed Pink Slips Chases 



The company’s latest collection of vehicles, Pink Slips, launched earlier this year. With Waves 6 and 7 of the collection in progress, the brand is getting into licensed vehicles and limited chases from fan-favorite properties including Batman, Ghostbusters, and more. Read more…

Curio Launches AI-Generated Plush Toys



Curio, a new technology toy brand, is launching plush AI products in partnership with Canadian artist Grimes as the voice of one of the AI characters. The initial launch includes three plush characters: Grok, Gabbo, and Grem. Read more…

These TMNT-Inspired Fugglers Are So Cute and So Ugly



Fuggler, the line of funny ugly monsters, recently released Fugglers for TMNT-obsessed kids and it’s a mutant combination of cute, ugly, and funny. The Fuggler x TMNT limited-edition collection features the four iconic Teenage Mutant Ninja Turtles in their fuggliest form. Read more at The Toy Insider…

ZAG Foundation, Institute Rafaël Provide Services to Children with Cancer



ZAG is teaming up with Institute Rafaël in Paris to provide kids with cancer care in a comforting environment. Thanks to a new partnership with the ZAG Foundation, the charitable division of the animation studio responsible for the series Miraculous: Tales of Ladybug and Cat Noir, Institute Rafaël will be devoting an entire floor to the free care of children with cancer. Read more…

Miniso, Cloudco Entertainment Partner for Care Bears Products



Retail giant Miniso is known for carrying a large variety of goods, with everything from office supplies to collectible mystery box toys. The company just opened its 100th store in the U.S. and doesn’t seem to be slowing down any time soon. Now, it’s partnering with Cloudco Entertainment to bring Care Bears branded goods to its stores. Read more…

Bluey x CAMP Heads to Chicago for Second Stop on Tour



CAMP recently launched a collaboration with preschool series Bluey at its flagship Los Angeles location. Following the successful launch, the partnership is now headed to Chicago with plans to open May 24. Read more…

November 2023 U.S. Video Game Spending Declines 7% Over Last Year



November 2023 U.S. consumer total spending on video game content, hardware, and accessories fell 7% when compared to a year ago, to $5.9 billion, according to Circana reports. The decline was driven by a 24% drop in hardware spending and a 3% dip in content spending. Read more…

Toy Association EVP of Finance & Operations Paul Vitale Retires



Paul Vitale, Executive Vice President of Finance & Operations at The Toy Association, will retire on Dec. 31 after 16 years with the Association. Robert (Bobby) Heins, current Vice President of Finance & Accounting, will fill the role of Senior Vice President of Finance & Administration, effective Jan. 1. Read more…

The LEGO Group Appoints Andre’ Doxey as its SVP, Head of Design



The LEGO Group has appointed Andre’ Doxey as its Senior Vice President and Head of Design. Doxey will be instrumental in inspiring and developing builders through innovation and interesting products. Read more…