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The Toy Book - June 2025

THE LATEST ISSUE:

Specialty toys & gifts

The Toy Book‘ ‘s 41st volume keeps the momentum going with a new issue spotlighting the specialty side of the toy industry.

It’s packed with exclusive features, expert insights, and our legendary new product showcases. Plus, we dive into the world of Made in USA toys and games—a must-read for retailers navigating the tariff terrain.
READ THE NEW ISSUE…

What’s New

GennComm Patents Its Latest Innovative Plush Material

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People of Play Opens Nominations for 2025 TAGIE Awards

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Sticker Shock: 75% of American Adults Support Tariff-Free Toys as Elon Musk Warns ‘Trump tariffs will cause a recession’

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Moose Toys Debuts Exclusives Ahead of SDCC

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The LEGO Group Unveils Grand Line of One Piece Building Sets

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Care Bears to Star in Live Action Feature Film

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Nintendo Reveals New Game Titles for Nintendo Switch 2 Launch

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Scholastic to Publish Paris Hilton’s Books in New Deal 

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Toys "R" Us Australia and New Zealand

Trouble Down Under: Toys ‘R’ Us ANZ Folds Again

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Beyblade X World Championship Brings High-Stakes Competition to Anime Expo

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Switching the Game: Nintendo Switch 2 Launches Today

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The LEGO Group Launches ‘She Built That’ Campaign

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TOY NEWS

    Former Toy Manufacturers Association President Douglas Thomson Has Died
    The Toy Association reports that Douglas Thomson, former president of the Toy Manufacturers of America (TMA) — the organization that became The Toy Association — has died. The Bronx-born executive joined the TMA as president in 1978 and led the organization in consumer safety and policy, public relations, and philanthropy. He was also a founder of the Fashion Institute of Technology’s (FIT) Toy Design Department. Thomson died at his Savannah, Georgia home on Oct. 22 at the age of 97. According to The Toy Association, Thomson’s family is encouraging donations to be made to the Dartmouth College Fund in his Read more...
    November 10, 2021
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    Bulldog Licensing to Conjure Up a Licensing Program for Moose Toys' Magic Mixies in the UK
    Well, that didn’t take long. A little more than a week after Moose Toys revealed plans to conjure up some fast-tracked licensing business for its smash hit Magic Mixies brand, Bulldog Licensing has taken the reins to build a program across the UK. Since its launch last month, Magic Mixies is the third best-selling product in the Moose UK portfolio and the Magic Mixies Magic Cauldron scored a spot on Hamleys’ top toy list. “It’s been a while since we’ve seen a real must-have Christmas toy of this altitude, says Vicky Miller, licensing director at Bulldog Licensing. “Moose Toys has Read more...
    November 10, 2021
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    'Hasbro Holiday Shopping Live' Digital Event to Support Toys for Tots
    Hasbro is taking a new approach to connecting with families this season. On Friday, Nov. 12 at noon ET, the company will present its first Hasbro Holiday Shopping Live event. The multicast live stream will be viewable by consumers via a Hasbro Microsite on Brandlive (not yet live) and on the Hasbro Instagram and Facebook Live Channels. The shoppable event will showcase an assortment of Hasbro toys and games from brands including Transformers, NERF, Peppa Pig, PJ Masks, and more. “We’ve planned a dynamic shopping experience that combines the fun of live video and the convenience of mobile shopping,” says Read more...
    November 10, 2021
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    Disguise Bolsters EMEA Team With Marketing Manager Lianne Barber
    Disguise — the costume and seasonal division of Jakks Pacific — continues the expansion of its global business with the appointment of Lianne Barber as marketing manager for Europe, the Middle East, and Africa (EMEA). In her new role, Barber will lead all marketing efforts for Disguise across countries in the EMEA territory. Barber joins the company from The Entertainer where she most recently served as senior marketing communications and brand manager for The Entertainer and Early Learning Centre stores. “Lianne Barber will be an integral part of our success in EMEA,” says Rachel Middleton-Smith, vice president of marketing, Disguise Read more...
    November 10, 2021
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    YWOW Brands Officially Launches in the U.S.
    Following early success and fast growth in international markets, YWOW Games has evolved into YWOW Brands for its official launch into the U.S. market. The company behind a large range of eco-friendly, officially licensed puzzles launched in 2018 and was previously featured in an installment of Talkin’ Toys here at the Toy Book. Over the past year, YWOW Brands has grown to see its products distributed in more than 50 markets around the world just as the popularity of games and puzzles began to surge. “With the rise of puzzle play in the U.S. and the growing interest in supporting Read more...
    November 10, 2021
    2 m

    Exclusive: Moonbug Entertainment Names Joan Grasso as Head of Consumer Products, North America
    Following the recent news that Moonbug Entertainment Ltd. will be purchased by a new, currently unnamed media company — led by former Disney executives Kevin Mayer and Tom Staggs and backed by investment capital from Blackstone — the company behind Blippi and CoComelon is plotting its next push into consumer products. Moonbug hired Joan Grasso to serve as its head of consumer products in North America. In her new role, Grasso will lead commercialization efforts for all Moonbug brands throughout the U.S. and Canada through licensing, merchandising sales, and management. Grasso joins the company from Hasbro where she served as Read more...
    November 10, 2021
    2 m

    Big G Creative Launches New Titles, Hangry and No Filter
    Big G Creative launched two new board games today, perfect for families looking to revamp their game night traditions. Designed as an icebreaker game, No Filter is the ideal get-to-know-you game, while Hangry is an action-packed, food-themed card game. “At Big G, we believe that game nights are a great way to take a break from everyday life, have lots of laughs, and reset morally,” says Alex Kimerling, director of business development. “Our two newest board games, Hangry and No Filter, are not only fun but also encourage building connections and family traditions.” Hangry and No Filter will be available Read more...
    November 10, 2021
    2 m

    The 2021 Hot Wheels Legends Tour Global Grand Finale Rolls Into Jay Leno's Garage
    The fourth annual Hot Wheels Legends Tour will hit the end of the road this weekend as Mattel completes its search for the next real-life ride to become a 1:64-scale die-cast Hot Wheels vehicle. On Saturday, Nov. 13, 10 finalists will go head-to-head in a live-streamed event broadcast on Facebook from Jay Leno’s Garage. Five “built, not bought” finalists from the U.S. and Canada will face off against five international finalists when the event goes live at 9 a.m PT. “The Hot Wheels Legends Tour Global Grand Finale is where dreams come true,” says Ted Wu, vice president, global head Read more...
    November 10, 2021
    2 m

    Surge Licensing Tapped to Lead Toy, Consumer Products Licensing for 'Epic Seven'
    Surge Licensing is looking to do some brand building for the mobile anime RPG, Epic Seven (E7). The company was tapped to serve as North American licensing agent for the game which is developed by Super Creative and published by Smilegate Megaport. Under the new deal, Surge is looking to develop a full consumer products licensing program spanning toys, tabletop games, publishing, and digital products, including NFTs. “E7 is an adventure unlike anything seen on mobile, with anime-inspired production values that rival television and film production quality,” says Elan Freedman, executive vice president, Surge Licensing. “With a loyal and engaged Read more...
    November 10, 2021
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    Jada Toys Inks Deal With Fred Rogers Productions for Donkey Hodie Toys
    Jada Toys continues its expansion beyond die-cast and R/C. Following the launch of its B-Kind Dolls, its direct-to-consumer NEXT Level platform, and a range of Universal Monsters Action Figures this fall, the company inked a deal with Fred Rogers Productions to create a range of toys inspired by the PBS Kids series, Donkey Hodie. Licensing Street brokered the deal as the newly appointed licensing agent for the Donkey Hodie brand. Under the new agreement, Jada Toys will serve as master toy licensee and will develop figures, plush, playsets, vehicles, dolls and doll accessories, electronic learning aids, and musical toys based Read more...
    November 9, 2021
    2 m

    Mattel, Nickelodeon Begin Production on Live-Action 'Monster High' Musical
    The famed students of Monster High are stepping into live-action as the spooktacular franchise heads toward a full-scale relaunch next year. Mattel and Nickelodeon have begun production on the first-ever live-action musical based on the Monster High franchise. Cameras will roll later this month in Vancouver, BC, Canada as the production moves toward a TV premiere next year on Nickelodeon. Monster High (working title) is directed and executive produced by Todd Holland (The Real O’Neals, Malcolm in the Middle, Firehouse Dog) from a story by Jenny Jaffe (Big Hero 6: The Series, Rugrats) and Greg Erb and Jason Oremland (Princess and Read more...
    November 9, 2021
    2 m

    Toy Industry Reacts to TOTY Nominations
    Updated: Nov. 11, 2021, 4:15 p.m ET The Toy of the Year (TOTY) Awards are often hailed as “the Oscars of the toy industry,” and this week The Toy Foundation dropped the curtain on the finalists for 2022. After carefully examining 623 nominees, a panel of 23 industry experts determined this year’s 114 finalists across 16 categories. One winner in each category, along with the consumer-chosen People’s Choice Award and the overall Toy of the Year Award, will be presented at The Toy Foundation’s TOTY Awards gala on Friday, Feb. 18 as The Toy Association prepares to open the doors Read more...
    November 9, 2021
    5 m

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The Toy Book - June 2025

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