There comes a point every summer when the calendar starts playing tricks on us.
Families are still squeezing in vacations. Kids are heading back to school. And, as retailers stock up for the holidays, amid the growing “Summerween” movement, many in the toy industry start thinking about next year’s holiday season.
That’s where we are now.
The annual migration to Los Angeles for the Fall Toy Previews is about to begin, bringing manufacturers, retailers, licensors, inventors, and other members of the toy community together for weeks of meetings, product previews, and conversations about what comes next. The Toy Book team will be there, too, getting an early look at long-lead products and ideas that could shape toy departments more than a year from now.
Then, we pack our bags again.
Across the Atlantic, Brand Licensing Europe (BLE) will bring the global licensing community together in London, where conversations around entertainment, gaming, sports, fashion, food, and other categories will help set the stage for the next wave of licensed consumer products.
And the industry is heading into fall with some wind at its back.
According to Circana, the U.S. toy industry delivered its strongest first-half performance in six years. Dollar sales jumped 17% from January through June compared with the same period in 2025. Unit sales climbed 12%, while average selling price increased 4%. Trading cards, collectibles, licensed products, and the all-important adult consumer helped fuel the gains. Those numbers provide an encouraging backdrop for our annual Fall Toy & Licensing Preview issue.
Inside, you’ll find early looks at toys and games for 2027 alongside key holiday drivers and festive finds for this year — products poised to make some noise as the fourth quarter gets underway.
Our cover story, penned prior to the unfortunate passing of actor Peter Cullen, the legendary voice of Optimus Prime, takes a trip back to 1986 for the 40th anniversary of The Transformers: The Movie and a closer look at what Hasbro dubbed “The Apology Tour.” Four decades after Optimus Prime’s big-screen fate traumatized a generation of kids, that story still has plenty of Energon left in it, and some new developments promise a celebration of life that’s more than meets the eye.
The Licensing Book appears mid-issue with a look at major brands and franchises marking milestones of their own. Harry Potter, Fast & Furious, Star Trek, Bratz, and L.O.L. Surprise! are among the properties proving that anniversaries can be more than a nostalgic victory lap.
Of course, we had also expected to spend a little time talking about the dust settling from tariffs until more showed up.
Instead, we caught up with The Toy Association to discuss the work underway on Capitol Hill as the organization continues to advocate for the businesses that design, manufacture, import, sell, and distribute toys across the U.S.
If the past few years have taught us anything, it’s that plans, costs, and consumer habits change. “Sometimes the flight gets rerouted,” so to speak.
Face time in Los Angeles, London, New York, or somewhere in between still matters. Deals begin over coffee. Ideas get sharpened in showrooms. And a little connection can carry months of Zoom meetings until the next big show.
After the fall travel wraps, we’ll turn our attention toward The Toy Book’s Celebrations issue in November, highlighting big wins and industry honors as our “award season” officially gets underway [did you submit your nominations for the 2027 Pulse of Play Awards?]. Then, we’ll close out another busy year.
Before we get there, though, there are toys to preview, partnerships to build, and a holiday season to enjoy with shelves stocked and ready to rock.
Here’s to a strong finish. See you on the road!
Stream The Toy Book‘s From the Editor Playlist
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A version of this feature appears in The Toy Book‘s 2026 Fall Toy & Licensing Preview Issue. Read the full issue here!
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