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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

    FanWraps Launches Print on Demand Shop
    FanWraps Inc. will have its own Print on Demand and Custom Shop, starting this April. The company started as an automotive wrap and decal company, formed strategic licensing relationships throughout the years, and grew into selling goods in the consumer electronics, home décor, and collectibles categories. The initial offering will utilize FanWraps’ existing licenses, featuring products categories such as wall décor, cell phone cases/kits, mugs, posters, and apparel. It will sit as an additional shopping experience on their existing site. The company plans to expand its licensing partnerships, contracting FanGirl Consulting & Brand Management to seek out and acquire top licenses Read more...
    February 8, 2019
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    Elf on the Shelf Evolves into a Global Entertainment Company
    Creatively Classic Activities and Books (CCA and B LLC) and its new subsidiary Scout Elf Productions have big plans for the holidays. Following last year’s release of Elf Pets: Santa’s St. Bernards Save Christmas, a new animated special is on deck for this year. Elf Pets: A Fox Cub’s Christmas Tale will tell the story of how Santa Claus is able to travel the world undetected in just one night. The DVD will release this fall, inspired by the forthcoming book, Elf Pets: An Arctic Fox Tradition. The new content for this year is part of an overall move to become a global entertainment company. Read more...
    February 8, 2019
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    Hot Wheels, Barbie Boost Mattel as Q4, Full Year Numbers Emerge
    It’s a pair of classic brands that are carrying Mattel. Hot Wheels and Barbie saw fourth quarter gains as the toymaker pulled through a challenging year that saw losses due to the collapse of Toys “R” Us in the U.S. and lackluster sales from other brands and divisions in the company. Mattel, which quietly went through another round of internal reorganization and staffing cuts last week, saw an after-hours stock rally after the late afternoon reveal of fourth quarter and full year numbers for 2018. The fourth quarter saw a surprise profit of $14.9 million ($0.04 per share) vs. a Read more...
    February 8, 2019
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    Nelvana, Sumitomo Corp. Fire up the Engines for Geki Drive Animated Series
    Corus Entertainment’s Nelvana teamed up with Sumitomo Corp. to develop a new animated series based on Geki Drive, a collection of hyper-fast customizable toy cars produced by Bandai Spirits. Geki Drive (“Extreme Racing” in Japanese) is an all-new 2D/3D hybrid animated series that will be geared toward a global audience of kids ages 6 to 8. With 52, 11-minute episodes planned, the series positions the brand for an expansion of the toy line, which has previously been available only in the Japanese market. https://www.youtube.com/watch?v=TOcBsTYiJ5Q “There is significant opportunity in the market for a fast-paced, vehicle-driven series and brand like Geki Drive,” says Nelvana President Scott Read more...
    February 7, 2019
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    WildBrain Appointed to Manage Miffy for YouTube
    WildBrain is on a roll. After locking recent deals with Playmobil and Smurfs, and AVOD arrangements with Roku, Apple TV, and Amazon Fire, Miffy has joined the party. Mercis Media BV appointed WildBrain to manage and grow the YouTube presence of Miffy and Friends on an exclusive worldwide basis. Last month, The Joester Loria Group was appointed to rep Miffy for global licensing. WildBrain plans to grow Miffy’s YouTube audience with a strategy that includes the relaunch of the Miffy English channel with a focus on the U.S. market; the launch of new Miffy channels in French, Spanish, Japanese, Korean, and Brazilian Portuguese; and the Read more...
    February 7, 2019
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    CAKE Entertainment, Atomic Toybox Bringing Captain Action to TV
    UK-based CAKE Entertainment teams up with Los Angeles-based Atomic Toybox Entertainment, led by four-time Emmy nominee Michael Polis (Yo Gabba Gabba!), to bring the classic 1960s action figure brand Captain Action to television. The deal marks the first time that Captain Action and his arch nemesis Dr. Evil will head to the small screen. Aimed at kids ages 6 to 11, the planned 52, 11-minute episodes will pair live-action footage of kids in the real world with Captain Action and other action figures presented in CGI. John Derevlany (LEGO: Legends of Chima, Nexo Knights, Endangered Species) is on board as head writer Read more...
    February 7, 2019
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    Moose Toys Appoints Glenn Abell President and General Manager, Moose USA
    Moose Toys appointed Glenn Abell president and general manager for Moose Toys USA. Based in Los Angeles, Abell will be a member of the Moose Toys senior leadership team and be accountable for all facets of the business in the United States. A 16-year veteran of The LEGO Group, he’s set to begin his new role this April.  “I’m very excited to be joining the team at Moose in April,” Abell says. “Over the years, Moose has proven itself as an innovative, entrepreneurial and fast moving company with expertise across several categories. Since entering the U.S. market directly, the company’s Read more...
    February 6, 2019
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    Gamewright Previews 25th Anniversary Gaming Slate Ahead of Toy Fair
    Gamewright celebrates 25 years of gaming fun with a diverse array of new games for players of all ages. Among the new titles set to debut at Toy Fair New York are Sushi Roll, a dice version of the hit card game Sushi Go!, and Rat-a-Tat Roll, a board game based on the million-selling Rat-a-Tat Cat. Other new games include the rock ‘n roll card game This Game Goes to Eleven, and a cooperative “guess who?” party game called Whozit?  Additional titles set to debut include Guju Guju, Punto, Bloom, and Hello My Name Is. Gamewright was founded in 1994 by four parents whose kids wanted great games. Read more...
    February 6, 2019
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    SYBO Games Locks Strategic Partnership with Funday Factory
    SYBO Games, makers of Subway Surfers, entered into a strategic partnership with Funday Factory, the Danish games studio behind more than 25 titles, including Axe in Face 2, Spellbinders, and Hama Universe. The agreement comes following a host of new licensing deals and the recent appointment of David Byrne to the position of chief operating officer last month. Together, the companies will look toward developing new titles for a global market. This quarter, Funday Factory will soft launch its first IP title, Bullet League (pictured top). The deal with Funday Factory represents the first partnership under Byrne’s leadership.
    February 6, 2019
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    The Topps Company Issues 2019 Topps Baseball Series 1 Trading Cards
    Since 1952, The Topps Company has been the exclusive trading card partner of Major League Baseball, and the company is ready for a new season with the launch of the 2019 Topps Baseball Series 1 trading cards. The annual baseball card collection features 350 new cards, including record-breaking player moments, rookies, and rising stars.  This year’s set is unique in that it celebrates 150 years of professional baseball in the United States. Kids and collectors can look for rare autograph or relic cards, and will have the opportunity to win exclusive, low-numbered cards; autographed memorabilia; and more through Topps’ Home Run Challenge Read more...
    February 6, 2019
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    Steve Young Appointed President of Activision Blizzard Consumer Products Group
    It’s achievement unlocked for Steve Young, a 14-year Activision vet who most recently served as the company’s executive vice president and chief revenue officer. Young levels-up to the role of president, Activision Blizzard Consumer Products Group, succeeding Tim Kilpin, who will retire and head home to Wisconsin. “Simply stated, Steve is a world-class leader, and I am fully confident that he is the right person to continue to grow Activision Blizzard Consumer Products Group,” says Kilpin, the outgoing president and CEO of Activision Blizzard Consumer Products Group. “He is a seasoned Activision veteran with vast institutional knowledge, a strong understanding Read more...
    February 6, 2019
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    Bachmann Trains Rolls into Sodor with Thomas' Christmas Delivery
    Bachmann Trains has revealed its second new train to be shown at Toy Fair New York, Thomas’ Christmas Delivery. Based upon the popular holiday episodes and films in the Thomas & Friends series, the new ready-to-run HO scale train set has everything families need to have some festive fun with Thomas. As the story goes, the forecast is for a snowy Christmas Eve, and Thomas has promised Sir Topham Hatt that he can safely deliver holiday gifts to all his friends on the Island of Sodor. With a festive hat for warmth and his snow plow at the ready, Thomas is Read more...
    February 6, 2019
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