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.

What’s New

TOY NEWS

    Smyths Toys Superstores entered into a definitive agreement on April 21 to acquire Toys “R” Us operations in Germany, Austria, and Switzerland. Smyths Toys intends to rebrand the stores under its own banner. The deal is for a headline enterprise value of €80 million (approx. $98 million U.S. dollars), on a cashfree and debt-free basis, and an estimated aggregate purchase price of €79 million (approx. $97 million U.S. dollars), of which up to €37 million (approx. $45 million U.S. dollars) may be escrowed at closing with release subject to certain conditions. In fiscal year 2018, Toys “R” Us’ Central European business is Read more...
    April 23, 2018
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    Moose Toys introduces new licensed products for its Shopkins and Pikmi Pops brands. New Shopkins products include Shopkins PEZ candy dispensers; a footwear collection at Skechers stores this spring, followed by a limited edition back-to-school collection; Hybrid Apparel for a Shopkins unicorn-themed fashion collection; and additional licensees for Shopkins unicorn-themed fashion for back-to-school. This summer, Pink Apron Group LLC will debut a touring Shopkins Treat Truck, where fans can delight in sweet treats and exclusive merchandise. Moose also partnered with online invitation company Punchbowl to launch a collection of Shopkins digital invitations for birthdays, holidays, and special occasions. Moose signed Read more...
    April 20, 2018
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    Jay@Play will launch Wish Me Zoonicorn plush at Licensing Expo in Las Vegas next month. The four soft Zoonicorns interact with kids as they play with them. Wish Me Zoonicorns will be available this fall, through a direct-to-consumer TV advertising campaign. Zoonicorn will also introduce new videos in its series of musical adventures, including three new music videos that were recently introduced.
    April 20, 2018
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    American Girl is closing its Wilmont, Wis. call center and distribution facility, according to MarketWatch. The shut down will impact 135 jobs. The distribution center will close on June 29, and the call center is slated to close during the first quarter next year. Warehouse work will be absorbed into the brand’s facilities in DeForest and Middleton. American Girl will hire workers at these facilities to handle the additional duties.
    April 20, 2018
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    Fairfax Financial Holdings Ltd. placed a $300 million CDN stalking horse bid—equal to $236.8 million U.S. dollars—for the Toys “R” Us Canadian division, according to court documents. If no one outbids the Canadian investment firm at Monday’s scheduled auction, Fairfax Financial Holdings will acquire the 82 Canadian Toys “R” Us stores. If there is another bidder, Fairfax would then have the option of either increasing its offer or walking away. Fairfax would be able to continue operating Toys “R” Us stores in Canada under the existing name, according to the Calgary Herald. Earlier this week, Toys “R” Us rejected MGA Entertainment‘s Read more...
    April 20, 2018
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    Mattel Inc. announced that its board of directors has named Ynon Kreiz, a Mattel director since June 2017, as CEO effective April 26. Margo Georgiadis, who became Mattel’s CEO in February 2017, has informed the board of her decision to step down from her executive and board roles to pursue a new opportunity in the technology sector. Georgiadis will serve in an advisory role at Mattel through May 10 to ensure a smooth transition. As previously announced, Kreiz also will become chairman of the board, effective upon his election at the 2018 Annual Meeting of Stockholders, scheduled for May 17. Kreiz Read more...
    April 19, 2018
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    The Toy Association‘s Fall Toy Preview will take place from October 2 to 4 in Dallas and is expected to welcome more than 300 toymakers and hundreds of buyers worldwide. Toy companies interested in exhibiting can submit an exhibit space application here. Buyer registration officially opens in June, but early buyer participation is already strong for this year’s marketplace. The Toy Association confirmed that dozens of buyers have said they will attend the show, including representatives from nine of the top 25 retailers in the country. Retailers attending include Aldi, Amazon, Bed, Bath & Beyond, BJ’s Wholesale, Burlington Stores, Family Dollar, GameStop, J.C. Penney, Read more...
    April 19, 2018
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    by Laurie Chartorynsky, The Toy Association Bringing fresh insight into the world of toys, play, and youth entertainment, Stephanie Wissink, a managing director and senior research analyst at Jefferies, will lead one of several “TED Talk”-like sessions at the new PlayCon, taking place May 8 to 9 in San Francisco, Calif. Wissink, who specializes in trend-oriented consumer products, will focus on her areas of expertise: demographics, distribution evolution, and demand dynamics. Her discussion will help conference attendees tap into the latest global trends as they consider developing new product lines and new avenues for distribution. “We’re excited to add Stephanie Wissink Read more...
    April 18, 2018
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    The NPD Group launched the U.S. Kids License Tracker, a service providing a holistic view of licensed purchases in the U.S. spanning 17 industries, for kids ages 14 and under. This suite of consumer insights explores how license spending and purchase behavior varies across the following industries: apps and in-app purchases; arts and crafts; baby gear; books; clothing; consumer electronics/accessories; DVD/Blu-ray and digital (movies, television shows); fashion accessories; footwear; heath/beauty products; home products (excluding furniture); party supplies/costumes; school supplies; sporting goods; toys/puzzles; and video game hardware, software, and accessories. Additional insights showcased in the service include but are not limited to Read more...
    April 18, 2018
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    Applications are now open for Fin Fun‘s Mermaid Mania Brand Ambassador Search through May 6. Candidates must submit an application to be eligible for one of the 16 Fin Fun Brand Ambassador positions. Fin Fun will select two brand ambassadors in each of eight identified U.S. regions, and one ambassador in each reason to represent each age category: 13 to 17 and 18 to 24. Fans will be able to vote for their favorite entrants (April 23-May 13), and finalists will be revealed beginning May 18. Fin Fun will announce the winners beginning over Memorial Day weekend, along with a giveaway of two mermaid sets for each day during Read more...
    April 18, 2018
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    According to CNNMoney, Toys “R” Us rejected the bid from Isaac Larian, CEO of  MGA Entertainment Inc. (MGAE), to save the toy store. Last week, Larian put in a formal bid of $675 million to buy the Toys “R” Us stores in the U.S., as well as $215 million to buy  the Toys “R” Us stores in Canada. According to reports, the bid was too low. Despite the alleged rejection, CNNMoney reports that Larian plans to continue to fight to save Toys “R” Us. Toys “R” Us filed for bankruptcy in September, and announced last month that it would officially be closing its doors. Following the news, Larian started a GoFundMe campaign aimed at saving the toy Read more...
    April 18, 2018
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    Wizards of the Coast introduces the Wizards Creator Program, designed to support the robust community of content creators on social platforms. Eligible Wizards Creators will be given access to special features and perks for themselves and their audiences. Wizards is kicking off the program with a call for submissions from U.S. and Canada-based Magic: The Gathering Arena players, with more regions to come in the future. Curious creators are encouraged to apply online here. Qualified Wizards Creators will receive access to special in-game items, promotion, direct access to Wizards community managers, and more. Designed to grow and change over time with feedback from Read more...
    April 17, 2018
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