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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

    Spielwarenmesse Invites Manufacturers, Marketers to Enter the World of Toys
    World of Toys, by Spielwarenmesse eG, aims to help manufacturers and marketers better connect with global toy markets through presence at global toy fairs and trade shows. World of Toys provides the opportunity to exhibit in international pavilions at Kids India and the Hong Kong Toys & Games Fair, with plans in the works for Kids Russia, which will take place alongside Skrepka Expo next year. The organizers behind World of Toys can provide full support for toymakers who may otherwise be deterred by lack of experience, organization, or language barriers. All-inclusive packages include the technical and organizational implementation of the Read more...
    August 14, 2019
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    Tomica

    TOMY's Tomica Die-Cast Range Comes to North American Walmart Stores
    The No. 1 die-cast vehicle brand in Japan has a new home in North America. Ahead of its 50th anniversary next year, Tomica by TOMY is available now in the die-cast aisle of select Walmart stores, providing kids and collectors in the U.S. and Canada with an initial assortment of 12 vehicles in two waves. The popular brand is known for its detail, particularly with the inclusion of “real car” features and moving parts in 1:64-scale. In recent years, Tomica vehicles have become a fixture of Instagram as a popular subject for toy photographers. “We are thrilled to partner with Read more...
    August 14, 2019
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    Gridopolis Nears Successful Kickstarter Funding for 3D Strategy Game
    With just a week left to go, Gridopolis is inching toward successful funding of its Kickstarter campaign. The multiplayer 3D strategy game and system from designer Dave Schultze, owner and founder of SchultzeWORKS, presents players with the dynamic ability to move, jump, and build in three dimensions, using the extra parts they’re provided with at the start of each game. Each Gridopolis set includes a total of 217 pieces, but the game is played using just seven simple parts. Schultze, a toy design instructor at OTIS College of Art and Design in Los Angeles, play tested and refined the game over the course Read more...
    August 14, 2019
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    Flying Pigs

    Cra-Z-Art Enters Game Aisle with Flying Pigs
    Cra-Z-Art is making pigs fly. Known for its toys, puzzles, and art supply projects, Cra-Z-Art is entering the game aisle for the first time with Flying Pigs. Shown to attendees at the Toy Insider‘s Sweet Suite event in NYC last month, the game features toy pigs that fly inside an enclosed dome using a safe, motorized fan. Kids can insert the included wands through the four openings in the dome to catch the pigs as they attempt to fly right by. Whoever catches the most pigs wins, but beware the white pig — catching that one means putting all of your Read more...
    August 14, 2019
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    Hasbro Expands Toy Recycling Program
    The Hasbro Toy Recycling Program is expanding. Launched in the U.S. on Earth Day last year as a pilot program in partnership with TerraCycle, the program is now available to consumers in Germany and France with plans to launch in Brazil later this year. Through the program, consumers can ship Hasbro toys and games to TerraCycle, where they will be processed for use in new materials that will be used to create play spaces, flower pots, park benches, and more. “Since launching the Hasbro Toy Recycling Program in the U.S. in 2018, we’ve been planning to expand into additional markets to Read more...
    August 14, 2019
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    Kids II Rebrands as Kids2, Launches Online Retail Arm, and Builds New Factory
    Kids II Inc. is celebrating its 50th anniversary in a big way. In addition to a name change and rebrand as Kids2, the company is launching its own online retail arm and building a new, 72,000 square-foot manufacturing facility — currently under construction in China. The new factory and its accompanying 65,000 square foot office building will triple the overall Kids2 workforce with the addition of 1,000 employees who will fill management, operations, and factory roles at the new facility. Located near the Jiujiang Port in Central China, the project represents the company’s first fully-owned and operated manufacturing facility in its Read more...
    August 13, 2019
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    Star Wars x Barbie Takes Fashion to a Galaxy Far, Far Away
    Mattel and Lucasfilm collaborated on a new Star Wars x Barbie collection. Designed by Robert Best and released under the Barbie Gold Label line, Star Wars x Barbie launches with a collection of three fashion dolls, each inspired by original concept art from the production of Star Wars: A New Hope (1977). Barbie x Darth Vader, Barbie x Princess Leia, and Barbie x R2-D2 are characters that take Star Wars icons and reimagine them through Barbie’s high-fashion lens. Dolls are packaged in premium slipcase packaging, and each includes a Star Wars doll stand and Certificate of Authenticity. Barbie x Darth Read more...
    August 13, 2019
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    Disguise Grows as Jakks Pacific Looks to Back Half of Year to Boost Sales Slump
    Jakks Pacific hit some bumps in its second quarter, reporting earnings that reflect declines over last year. Net sales for the second quarter were $95.2 million compared to $105.8 million during the same period last year, while gross margin declined to 18.6% versus 26.4% a year ago. Overall loss attributable to Jakks Pacific grew to $22.5 million compared to $18.6 million during the second quarter of last year. Despite the results, Jakks is looking forward to a solid back half of the year, fueled by new licensed products, and substantial increases in its Disguise costumes division. “As expected, our results for the second quarter showed Read more...
    August 13, 2019
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    Games

    Games: A Category That's Still Playing to Win
    By Mary Couzin, CEO and founder, Chicago Toy & Game Group Board games remains a strong category, even though its sales are not rising at the incredible rate they have been for years. Global and U.S. game and puzzle sales last year declined 1%, as overall toy industry sales decreased by 2%, with sales still higher than 2016, according to the NPD Group. And despite the loss of Toys “R” Us sales, statistics show that the games category is thriving. Successful tabletop game projects raised $165.3 million on Kickstarter last year, up 20% from 2017, according to ICO Partners. The number of Read more...
    August 13, 2019
    10 m
    Arcade Resurgence Header

    Arcade Resurgence: Bringing the Action Home
    For those of a certain age, the experience of visiting a video arcade is an unforgettable snapshot of an era long since passed. The appeal of the flashing lights and the sounds — a mix of electronic blips and blorps set against the constant chatter of excited players and a soundtrack of ‘70s rock and ‘80s pop hits — shaped the overall atmosphere of something wondrous. From the local dives to the legendary confines of Bally’s Aladdin’s Castle and Disney’s fictional Flynn’s and Litwak’s, players are being drawn to what once was — and what still could be. NEXT-GEN? TRY Read more...
    August 13, 2019
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    Loot Crate Files Chapter 11, Looks for a Buyer
    Loot Crate is out of loot. The company says it’s business as usual, but Loot Crate recently laid of 50 employees at facilities in California and Pennsylvania as the company prepped to file its voluntary petition for reorganization under Chapter 11 of the U.S. Bankruptcy Code in Wilmington, Delaware on Monday. In May, filings in California indicated that the company was looking to lay off as many of 150 employees. Just two years ago, Loot Crate — one of the best-known purveyors of pop culture subscription boxes — was hailed as “the nation’s fastest-growing startup,” closing an $18.5 million round of Read more...
    August 13, 2019
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    Kellytoy's Squishmallows Get Festive with New Holiday Squad
    Christmas is still four months away, but Kellytoy‘s Squishmallows are getting festive. This year’s Holiday Squad features eleven styles that are bound to top wish lists for the growing legion of Squishmallows fans that includes kids, tweens, collectors, and toy lovers of all ages. “These special Squishmallows characters are like no other plush toy and will put anyone in the holiday spirit,” says Kellytoy CEO Jonathan Kelly. “Like to make snowmen? Then Manny is the friend for you! Don’t forget Elliot, who’s all bundled up to join you on a winter sleigh ride and for hot cocoa afterward. And, of course, Read more...
    August 13, 2019
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The Toy Book - June 2025

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