Editorial Calendar

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

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.

Updated and revised to reflect the modern toy department.

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

1. THE ACTION AISLE

Action Figures, Compatible Vehicles, Playsets, and Accessories

2. BUILDING & EXPLORING

Building Sets, Construction Sets, Magnetic Building Sets, Model Kits 

3. CREATIVE CORNER

Arts, Crafts, Activities, Puzzles

4. SHARED ADVENTURES & HEATED BATTLES

Games, including Board Games, Tabletop Games, Strategy Games, Card Games, etc.

5. THE TRANSPORTATION HUB

Vehicles & R/C, including Die-Cast, Radio-Controlled/Remote Controlled, Airplanes, Train Sets (non-preschool), Drones, Tanks, and Boats

6. IMAGINATION STATION

Costumes, Dress-Up, and Role-Play

7. THE LEARNING LAB

STEM (Science, Technology, Engineering, Mathematics), Engineering (non-construction) Sets, MESH (mental, emotional, social health)

8. CUTE, CUDDLY, & COLLECTIBLE

Plush, including stuffed animals, soft dolls, plush characters, plush objects, etc.

9. OH BABY!

Infant and Toddler Toys, Games, and Gear for kids ages 0-2.

10. LET’S PLAY OUTSIDE

Outdoor & Active Toys, including Sports Toys, Blasters, Water Toys, Pool Toys, Sand & Water Tables, Swingsets, Playhouses, Trampolines, etc.

11. PLAYFUL PRESCHOOL

Toys and games geared toward kids ages 3-4.

12. DIGITAL PLAYGROUND

Games, Virtual Reality (VR), Augmented reality (AR), AI, Video Games, and New Technologies

13. ADORABLE, FASHIONABLE, & ADVENTUROUS

Dolls, including Baby Dolls, Fashion Dolls, 18-inch dolls, Equestrian, etc.

14. RIDE, SCOOT, SKATE, & DRIVE

Ride-ons & Wheels, including battery-powered vehicles, scooters, skateboards, drift trikes, kid-powered ride-ons, big wheels, etc. 

15. YOU’RE NEVER TOO OLD TO PLAY

Products designed for the adult collector “kidult” audience ages 15+

16. IMPULSE & NOVELTIES

Impulse and novelty items, rack toys, and pocket money toys

17. TOY ADJACENT

Products carried in a toy store, gift shop, or hobby shop that may complement an existing toy and game assortment while not being a “toy,” specifically.

SPECIAL CATEGORIES
Unique themes that pop up throughout the year.