2024

Editorial Calendar

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To Advertise, Contact

Jackie Breyer

Jackie@toybook.com

James Devin

jd@toybook.com

Stephanie Infantino

stephanie@toybook.com

Thomas Stephen Jr.

thomas@toybook.com

The Toy Book’s Editorial Calendar is an ever-evolving work in progress. Certain features and dates may be subject to change.

2024 AT A GLANCE:

  • The BIG Toy Book (February 24)
  • The Licensing & Entertainment Issue (May 21)
  • The Specialty Toys & Gifts Issue (June 2)
  • The Action & Adventure Issue (August 1)
  • The Fall Toy Preview Issue (September 4)
  • The Innovation & International Preview Issue (November 15)

CURRENT ISSUE:

February 2024: The BIG Toy Book — The Toy Book’s 40th Anniversary Kick-Off!

The legend returns to kick off a milestone year!

The BIG Toy Book tradition continues in February 2024 to kick off The Toy Book‘s 40th volume.

Answering the call of retailers, manufacturers, distributors, and licensors across North America, the 2024 edition of The BIG Toy Book is a giant-sized issue packed with the content that readers have come to expect from the No. 1 trade publication serving the toy industry in North America.

  • Bonus Distribution: ToyFest in Las Vegas, at GAMA Expo in Louisville Kentucky, and at the Spring Fling Toy Preview in New York City.
  • Release Date: February 26, 2024

NEXT ISSUE

The 2023 Licensing & Entertainment Issue

The Licensing & Entertainment Issue

Inspired by the spirit of The Licensing BookThe Toy Book celebrates the robust world of licensed toys, games, and products for kids and kidults alike. Additionally, we’ll take a look at the toyetic entertainment properties that are shaping the industry in 2024 and beyond.

Premium Showcase Opportunity:

  • Stock This! (formerly What’s New): Licensed kids’ product showcase across all categories. Note: This is a limited, PREMIUM opportunity for placement in our lead showcase. There is a $450 fee to submit a product. More details on the program here.

Standard Showcase Opportunity:

You may submit one (1) key driver in each of the following categories for this issue: Video Game Toys & Collectibles, Car Culture & Motorsports Inspired, Music Inspired, Licensed Games & Puzzles, Sports Entertainment Inspired, Anime Inspired, Costumes & Characters (Licensed Costume Preview), Freaky Fun (Spooky, Creepy, Horror Inspired).

Please use the following format:

PRODUCT NAME | AGES: 0+ | MSRP: $0.00 | AVAILABLE: DATE
Short product description of no more than 35 words.

Submit your product(s) via email along with a 300dpi image for print to james@toybook.com

Additional Highlights:

  • Showcase: Video Game Toys & Collectibles
  • Showcase: Car Culture & Motorsports Inspired
  • Showcase: Music Inspired
  • Showcase: Licensed Games & Puzzles
  • Showcase: Sports Entertainment Inspired
  • Showcase: Anime Inspired
  • Showcase: Costumes & Characters (Licensed Costume Preview)
  • Showcase: Freaky Fun (Spooky, Creepy, Horror Inspired)
  • Property Profiles: A look at the big licensed properties that are extending the fun beyond the toy department or coming into the toy department from beyond.
  • Select Toy Book departments (see below) plus exclusive features covering all aspects of the industry, including retail, the state of freight, hot trends, packaging, invention, marketing and public relations, and much, much more.
  • Release Date: May 21, 2024
  • Bonus Distribution: Licensing Expo

The 2023 Classics & Specialty Issue

The Specialty Toys & Gifts Issue

The Toy Book’s 2024 Specialty Toys & Gifts Issue shines a spotlight on classic, open-ended play categories, including Arts, Crafts, & Activities, Construction, Dolls, Games & Puzzles, Plush, MESH (Mental, Emotional, Social Health), and the best in new launches for mid-2024 and beyond. This includes products carried by independent specialty toy stores, gift shops, hobby shops, comic shops, and more.

Premium Showcase Opportunity:

Stock This! (formerly What’s New): A Specialty Toys & Gifts product showcase across all categories. Note: This is a PREMIUM opportunity for placement in our lead Showcase. There is a $450 fee to submit a product. More details on the program here.

Standard Showcase Opportunity:

You may submit one (1) key driver in each of the following categories for this issue: Arts, Crafts, & Activities, Construction, Dolls, Games & Puzzles, Plush, MESH (Mental, Emotional, Social Health). Please use the following format:

PRODUCT NAME | AGES: 0+ | MSRP: $0.00 | AVAILABLE: DATE
Short product description of no more than 35 words.

Submit your product(s) via email along with a 300dpi image for print to james@toybook.com

Additional Highlights include:

  • Our annual specialty Industry Q&A in which retailers, manufacturers, and others in the space discuss the latest trends, industry happenings, and how business strategies are evolving across the specialty toy market.
  • Select Toy Book departments (see below) plus exclusive features covering all aspects of the industry, including retail, the state of freight, hot trends, packaging, invention, marketing and public relations, and much, much more.
  • Release Date: June 2, 2024
  • Bonus Distribution: ASTRA Marketplace & Academy

NEW FOR ’24! The Action & Adventure Issue

A new quest begins here! Our all-new theme is an epic focused on the newest and best products and innovators in Action Figures & Collectibles, Vehicles & R/C, Outdoor & Active, Ride-Ons & Wheels, Trading Cards, Hobby Supplies, and Tabletop Gaming!

Premium Showcase Opportunity:

Stock This! (formerly What’s New): A product showcase across all issue categories. Note: This is a PREMIUM opportunity for placement in our lead Showcase. There is a $450 fee to submit a product. More details on the program here.

Highlights include:

  • Special features TBA
  • Select Toy Book departments (see below) plus exclusive features covering all aspects of the industry, including retail, the state of freight, hot trends, packaging, invention, marketing and public relations, and much, much more.
  • Release Date: August 1, 2024
  • Bonus Distribution: Gen Con Trade Day

The Toy Book — October 2023
The 2023 Fall Toy Preview (Toy Fair) Issue

The LA Fall Toy Preview Issue

The Toy Book celebrates the fall toy previews in Los Angeles with an issue packed with new toys, games, and kids’ products across every category. This forward-looking issue will include predictions for the year ahead along with a bonus showcase highlighting late holiday drivers that retailers will want to keep on their radar to refill shelves during the fourth quarter.

Highlights include:

  • What’s in store for ’25: A preview of some hot new toys and games that will be heading to retail throughout 2025.
  • 2024 Late Holiday Launches:
  • Select Toy Book departments (see below) plus exclusive features covering all aspects of the industry, including retail, the state of freight, hot trends, packaging, invention, marketing and public relations, and much, much more.
  • Release Date: September 4, 2024
  • Bonus Distribution: LA Previews

Click here to read the 2023 Fall Preview issue!


The Toy Book — December 2023
The 2023 Innovation & STEAM Issue

The Innovation & International Preview Issue

The toy industry is fueled by innovation, and in this issue, The Toy Book team unpacks the trends and outlook for multiple categories, including STEAM (Science, Technology, Engineering, Art, Mathematics) and more. Additionally, we look ahead with a preview of the international toy fair season for early 2025.

Highlights include:

  • A spotlight on the innovators that are changing the game.
  • Forward-looking predictions and data for 2025.
  • More TBA!

Select Toy Book departments (see below) plus exclusive features covering all aspects of the industry, including retail, the state of freight, hot trends, packaging, invention, marketing and public relations, and much, much more.

  • Release Date: December 15, 2024

Click here to read 2023’s Innovation & STEM Issue


The 2023 TOTY Awards Special Issue

TBD: The Toy of the Year (TOTY) Awards Special Issue

The Toy Book continues its tradition of honoring all the nominees in the running for The Toy Foundation’s Toy of the Year (TOTY) Awards and the Toy Hall of Fame Inductees in a collectible special issue.

Highlights include:

  • TOTY Nominee Showcase highlighting every nominee in every category, including ACTION FIGURE OF THE YEAR, COLLECTIBLE OF THE YEAR, CONSTRUCTION TOY OF THE YEAR, CREATIVE TOY OF THE YEAR, DOLL OF THE YEAR, GAME OF THE YEAR, GROWN-UP TOY OF THE YEAR, INFANT/TODDLER TOY OF THE YEAR, LICENSE OF THE YEAR, OUTDOOR TOY OF THE YEAR, PLAYSET OF THE YEAR, PLUSH TOY OF THE YEAR, PRESCHOOL TOY OF THE YEAR, RIDE-ON TOY OF THE YEAR, SPECIALTY TOY OF THE YEAR, STEAM TOY OF THE YEAR, and VEHICLE OF THE YEAR.
  • TOTY 2004 Flashback
  • TOTY Feature
  • Toy Hall of Fame Inductees Showcase
  • And more!
  • Release Date: TBD

Click here to read the 2023 TOTY Awards Special issue


DEPARTMENTS

Select departments are featured in every issue of the Toy Book. Department topics are chosen by the editorial staff. If you are interested in being featured or writing a department, please reach out to James Zahn: james@toybook.com

ASTRA’s Insights
The American Specialty Toy Retailing Association (ASTRA) offers the Toy Book’s readers an update on the latest happenings in the organization. Topics include how to make the most of Neighborhood Toy Store Day, being media-ready for the holidays, and more.

Backstory
Throwback! Did you know that some of the greatest toys of all time were created by accident? Backstories profile the history of an iconic property that is relevant to the toy and entertainment industries.

Changing the Game
From the latest in next-gen consoles to software sales and consumer gaming habits, these features offer the latest in the video game industry.

Compliance & Regulations
This department focuses on topics such as safeguarding and improving ethical and sustainability standards in the global toy industry supply chain, written by watchdog organization ICTI Ethical Toy Program.

Flashback
Twenty years ago, Britney Spears dolls were selling like crazy and Amazon.com just launched a toy section. This page is a fun look back on news, sales trends, and new products from the previous decades. 

Giving Back
These features highlight players in the toy industry that offer a charitable component to their business models.

Industry Insights
These features share the latest perspectives with fresh data.

Industry Update
The latest and most important news briefs to keep the industry updated.

Marketing Memo
Take advantage of these tips for manufacturers and retailers on best practices for all things marketing, such as how to effectively use social media to enhance your brand, where and how to advertise your products, how to get consumers to learn about your store, and more.

Media Mashup
This showcase features the latest in kids’ entertainment, including books, video games, music, movies, and more. 

New in Town
Hello, are you new here? This feature profiles a new player in the industry making big waves, from start-ups to indie manufacturers.

Outside the Box
The way toy companies present their products to consumers really, really matters. This department analyzes product packaging, brand-building, product placement, and more to determine how the little details make all the difference.

Property Profile
A spotlight on a hot property in the toy or entertainment industries accompanied by a toy-specific product showcase.

Raising the Bar
This department offers legal advice and analysis of topics manufacturers and retailers should be aware of, such as the importance of trademarking your brand, how to combat counterfeit toys, and more.

Retail Rundown
From mass retailers to hometown shops, this feature highlights retailers making a mark in the toy industry. 

Spotlight On
This profile is about individuals making moves in the toy industry, from inventors to designers and more.

Stat Shot
The latest stats in the toy industry, covering top properties, sales trends, and more!

Talkin’ Toys
A Q&A with a manufacturer, retailer, or industry expert on new initiatives, new product lines, plans for the year, and other relevant topics.

Toy Association Perspectives
The Toy Association offers its view on the latest happenings in the industry, such as trending topics, its own reports, the latest on tariff regulations, and more. 

Toy Association Update
The Toy Association updates our readers on what the organization is up to, including upcoming events, seminars, and more.

WIT Stories Women in Toys, Licensing, & Entertainment contributes to The Toy Book each issue with features covering topics like how to bring a product to market, making the most out of networking events, and more.


PRODUCT CATEGORIES

Please note that not all of these categories appear in every issue.

  • Stock This! (formerly What’s New): Our Premium Showcase that leads new products for every issue. This category-agnostic section is an affordable way to get your product(s) in front of retail buyers. Limited space available. More details here.
  • Action Figures: Traditional action figures and playsets for kids and collectors.
  • Arts, Crafts, & Activities: Products geared toward keeping kids creative.
  • Construction: Building sets and construction materials of all kinds.
  • Collectibles: From kid-focused micro figures that come in waves to high-end action figures, licensed pop culture merch, and beyond for kids and kidults.
  • Costumes & Roleplay: From everyday dress-up to superhero roleplay, Halloween, and cosplay.
  • Dolls: Any toy that fits into the traditional doll category, including small dolls, baby dolls, fashion dolls, etc.
  • Games & Puzzles: Traditional games and puzzles, card games, tabletop games, roleplaying games, 3D puzzles, and more.
  • Halloween: Toys and games that are rooted in the spooky season.
  • Holiday: Toys and games that feature a holiday theme.
  • Impulse & Novelties: Cash register fodder, rack toys, and other pocket money items (including candy!) can be found here.
  • Infant & Toddler: Baby toys and toddler fun — this showcase features juvenile brands.
  • Made in USA: Toys and games that adhere to the official “Made in USA” designation.
  • MESH: Products supporting mental, emotional, and social health.
  • Outdoor & Active: Toys that kids can play with outside or get them moving, including blasters, water toys, and outdoor games.
  • Pets: Toys and products for dogs, cats, or other pets that have a toyetic spin or a top license.
  • Plush: Traditional stuffed animals and plush in all sizes and variations.
  • Preschool: Products geared toward the massive audience of kids ages 3-4.
  • Ride-Ons and Wheels: Bikes, scooters, go-karts, bumper cars, skateboards, and more.
  • STEM: Products that teach or embrace skills spanning science, technology, engineering, and math.
  • Toy Adjacent: Products sold in a toy store that aren’t necessarily toys and games.
  • Trading Cards: Both sports and non-sport trading cards (and accessories) are hot.
  • Vehicles & R/C: Die-cast vehicles, radio-controlled vehicles, action figure-compatible vehicles, pull-back cars, construction vehicles, train sets, model kits, drones, airplanes, boats, and more. If it has wheels, treads, flies, or floats, this is the spot.

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