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The BIG Toy Book 2025

The 2025 Edition of The BIG Toy Book is here!

The Toy Book‘s 41st volume begins with the 2025 edition of The BIG Toy Book!

A toy industry tradition continues with the annual “Bible,” an issue that key decision-makers hold onto and reference throughout the year, one that toy historians and collectors cherish as a yearly time capsule.
READ THE NEW ISSUE…

What’s New

Pop Mart 2024 Financial Reports Show Significant Growth

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The LEGO Group Launches New Creativity Workshop Series

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New for Newborns: Target Expands Its Baby Assortment with Thousands of Products

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Hasbro Pulse Unveils New Wave of Star Wars Collectibles

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Mattel and Dark Horse Comics Team Up for New ‘Masters of the Universe: Andra’

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Mondo Partners with Certilogo to Protect Collectors

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Oh Baby! 18 Infant Toys to Stock the Shelves This Year

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Robosen Unveils Bumblebee Auto-Converting Robot

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 Zigazoo Dives Into the Minds of Generation Alpha

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Nintendo Switches It Up with New Digital Upgrades

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In Loving Memory: Lori Rubin, 1954-2025

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Master Replicas Unveils New Star Trek Collection

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TOY NEWS

    WWE Elite Mr. T | Source: Mattel/The Toy Book

    Mattel Brings Mr. T into the WWE Elite Series
    An iconic personality from the 1980s is joining Mattel‘s WWE Elite Collection. Intended to be an exclusive for Comic-Con International: San Diego (SDCC), the 6-inch scale WWE Mr. T Elite Collection Action Figure – 2020 Convention Exclusive follows last year’s SDCC exclusive Randy “Macho Man” Savage x Slim Jim figure that quickly sold out. The limited-edition action figure is inspired by Mr. T’s appearance at Wrestlemania I in 1985. On that night, Mr. T jumped from The A-Team to the tag team as Hulk Hogan’s partner for the main event. Available exclusively through Entertainment Earth while supplies last, Mr. T includes realistic detailing Read more...
    June 22, 2020
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    Bye, Felicia! | Source: Big G Creative/The Toy Book

    Big G Creative Invites Families to Say 'Bye, Felicia!'
    It doesn’t have to be Friday to utter the iconic “get lost” phrase from the ’90s. Bye, Felicia! is a new party game from Big G Creative that incorporates the famous pop culture phrase into a fast-paced game of wild word associations for 3-8 players ages 12 and up. Designed by Peggy Brown, Bye, Felicia! requires players to “mind-meld” with friends and family to guess what other players are thinking. On each turn, players have 30 seconds to list as many answers as they can before time runs out. The topics are random and range from “TV Sitcoms” and “Bad Read more...
    June 22, 2020
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    Tim Kilpin | Source: PlayMonster/The Toy Book

    Exclusive: Tim Kilpin Named President of PlayMonster
    When Tim Kilpin left Activision Blizzard last year, it was said that he planned on heading home to Wisconsin to “retire.” Well, retirement was short-lived as Kilpin is back in the game as president of Beloit-based PlayMonster LLC. Reporting to Chief PlayMonster Bob Wann, Kilpin will focus on expanding and accelerating PlayMonster’s business with an emphasis on sales, marketing, design, and business development. Wann, in addition to continuing strategic and operational oversight, will increase focus on international growth and acquisitions. “Tim is one of the most experienced, highly accomplished and respected executives in the whole of the industry,” says Wann. Read more...
    June 22, 2020
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    Source: Sesame Workshop/The LEGO Foundation

    Sesame Workshop, LEGO Foundation partner for 'Elmo's World News' COVID-19 Special
    Sesame Workshop and the LEGO Foundation are bringing a new Sesame Street special to kids around the world. Elmo’s World News finds the iconic red Sesame Street Muppet hosting a pretend news program from his bedroom, calling on Muppet correspondents and kids around the world to share news on how they’re playing and learning while staying safe in an unusual world. “With so many children around the world navigating new routines, it’s more important than ever to give families the tools they need to cope with challenges and foster playful learning at home,” says Sherrie Westin, president of social impact Read more...
    June 18, 2020
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    Source: Nickelodeon/The Toy Book

    ViacomCBS Brings The Smurfs to Nickelodeon
    The iconic blue mushroom dwellers are getting a major brand relaunch. LAFIG Belgium and IMPS, global licensors for The Smurfs, are partnering with Nickelodeon for an update of the property aimed at a new generation of kids and families around the world. Under the new deal, Nickelodeon licensed global rights to the franchise to produce an original CG-animated series while parent company ViacomCBS takes the reigns to manage consumer products licensing for The Smurfs across the North America, the UK, Singapore, and Malaysia. Papa Smurf, Smurfette, Brainy, Hefty, Clumsy, and others will be back for the new series which is Read more...
    June 18, 2020
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    Source: ASTRA/The Toy Book

    2020 ASTRA Best Toys for Kids Award Winners Revealed
    Two months after revealing the full list of nominees, the American Specialty Toy Retailing Association (ASTRA) pulled back the curtain on the 2020 Best Toys for Kids Award winners. “ASTRA’s Best Toys for Kids award program is different from other top toy lists because it reflects the collective expertise of hundreds of toy retailers who know toys inside out,” says ASTRA President Kimberly Mosley. “The list of winners is a well-balanced representation of the fun, top-quality, high play value products consumers can find in locally-owned neighborhood toy stores around the country.” The 2020 Best Toys for Kids Award Winners: ARTS Read more...
    June 18, 2020
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    Source: Healthy Roots

    America Falls in Love with Healthy Roots Dolls
    Earlier this month, amid the winds of social unrest and sweeping change, something wonderful happened: Thanks to a viral tweet, America discovered a doll named Zoe. Zoe is the first character from Healthy Roots Dolls, “a toy company that creates dolls and storybooks that empower young girls and represent the beauty of our diversity.” Zoe is an 18-inch doll with hair that kids can wash and style. Kids can use real styling products to create puffs, braids, and original styles spawned from the power of imagination. The Founder: The Product: pic.twitter.com/o5SNHB368q — Yelitsa Jean-Charles (@TheYelitsa) June 6, 2020   Created Read more...
    June 18, 2020
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    FDA Approves Akili Video Game to Treat Kids with ADHD
    The video game experience is a non-drug alternative to treat ADHD.
    June 18, 2020
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    Bandai America Brings Rubik's Charaction Cubes to the U.S.
    Today, as part of the Rubik’s 40th Anniversary celebration, Bandai America launched Charaction Cubes, a line of collectible figures that combine fandom and puzzling. While these toys have been available in Japan for a while, it is the first time they are being sold in the U.S. These figures, pictured above, are made up of rotating pieces, similar to a Rubik’s cube. Fans can mix up the figure, then try to reassemble the character. Here’s a video from Megahouse, the company that produces the figures, that will give you a better idea of how they work. The first wave of Read more...
    June 17, 2020
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    Source: ViacomCBS/The Toy Book

    'That Girl Lay Lay' Inks an Overall Deal with Nickelodeon
    Nickelodeon is banking on a new star. The network inked an overall deal with 13-year-old social media star and hip-hop artist, Alaya “That Girl Lay Lay” High to develop a host of content built around Lay Lay’s brand. The company plans to work with Lay Lay to create music, multiplatform programming, and a full consumer products program spanning fashion, accessories, publishing, and more. “I’m so excited to be joining the Nickelodeon family! I grew up watching Nick and this opportunity is seriously a dream come true,” says Lay Lay. “I have the best fans in the world, and I can’t Read more...
    June 17, 2020
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    50/50 Heroes | Source: Cyber Group Studios

    Cyber Group Studios Enters Production on '50/50 Heroes'
    At MIFA 2020 in Annecy, France, Cyber Group Studios revealed that it has entered production on its latest animated series, 50/50 Heroes. Developed in collaboration with France Télévisions, 50/50 Heroes is the story or Mo and Sam, half-siblings who inherited superhero powers “from their great-great-great-grandma who had a fling with a superhero many moons ago.” According to Cyber Group, the half-siblings have to split their powers down the middle, acting as “sorta superheroes” with no suits and no missions. “I am particularly happy to work with France Télévisions on this new comedy series and to work together with such talented Read more...
    June 17, 2020
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    Mongoose React Electric Scooters are Now Live
    All three React scooters are available now.
    June 17, 2020
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