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Fisher-Price Debuts Mini Me Moments Playsets Collection

Kids cope by copying, so Mattel is launching a new series of Fisher-Price playsets to help little ones learn by mimicking grown-up routines. 

With the Mini Me Moments collection, babies can parrot their parents’ favorite hobbies, from sports and self-care to dinking and DJ-ing. Each set features kid-friendly versions of real objects to help little copycats learn new skills, build their confidence, and make the everyday extraordinary. The initial line includes six playsets — four of which are available now, and two are arriving later this fall. 

Babies can tackle new skills with the TinyTailgaters Set. | Source: Mattel/The Toy Book

Dink into developmental skills with this pickleball playset. | Source: Mattel/The Toy Book

The DJ Gift Set launches Oct. 1. | Source: Mattel/The Toy Book

This playset is "reel" fun. | Source: Mattel/The Toy Book

Copycats go camping Nov. 1. | Source: Mattel/The Toy Book

Little ones can get glam like a grown-up with the Self-Care Set. | Source: Mattel/The Toy Book

Babies can tackle their motor skills with the Tiny Tailgater and Let’s Play Pickleball sets, each with sensory, teeth-safe sporting gear. The 6-piece DJ Gift Set features kid-friendly disc jockey dupes, including a mirrored laptop, a squeaker microphone, a disco ball rattle, and a teether record with a crinkling sleeve. Copycat campers can fish for fun with the Camp & Crinkle or Reel Fun Fishing sets, while glampers can GRWM like a grown-up with a rattle face roller, clacker cucumber slices, chewy teether gua sha, double-sided crinkle face mask, and more. 

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Kids learn by copying, so these playsets help babies cement foundational skills they will use for the rest of their lives. Whether it’s using sensory self-care or practicing fine motor skills with football, these playsets give little ones the confidence to explore the world around them and find the fun in everything.

The Mini Me Moments Collection is now available on Amazon, Walmart, and shop.mattel.com. For more information about the collection and its upcoming sets, visit Mattel’s website. 

Target Reveals Retail Experiences for Netflix’s ‘Stranger Things’

Netflix’s Stranger Things invades Target stores nationwide with its latest collaboration. Target unveils more than 150 new items inspired by the TV series, along with an unforgettable retail experience. 

Starting Oct. 5, shoppers can grab Stranger Things-inspired merchandise across apparel, collectibles, food and beverages, home goods, toys, and more. More than half of the assortment is exclusive to Target. Many items are from notable brands such as Funko, Mattel, Gatorade, and Squishmallows.  

To celebrate the collaboration, Target debuts a Stranger Things pop-up. Available online and in stores, this experience engages fans by celebrating every chapter and season of the series. This pop-culture shopping destination offers fans a portal to Hawkins through themed displays, must-have product drops, and digital moments. Drops are planned through December.

Target celebrates 'Stranger Things' with a pop-culture shopping destination. | Source: Target

Consumers can find more than 150 items inspired by 'Stranger Things.' | Source: Target

A 1987 Target recreation launches Oct. 12 | Source: Target

With the fifth and final season of Stranger Things set to air this fall, Target is celebrating the finale with a campaign co-created with Netflix. A meticulously recreated 1987 Target set in Hawkins, Indiana, launches Oct. 12. Blending nostalgia and storytelling, this fan destination creates an unforgettable journey for superfans. 

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Consumers can find more information about the partnership and the shopping experience at target.com/corporate. 

9 Educational Toys That Make Learning Fun

Learning new things doesn’t have to be a bore. Kids can boost their brain activity outside the classroom by engaging in new playtime experiences. Playrooms nationwide can add educational value to play with toys and sets featuring valuable STEM and MESH principles. 

With the new brain-boosting activities, little learners can understand STEM elements with Klutz’s LEGO Gravity Drop or gain sensory support with ZURU‘s Hug-A-Lumps plush line. Families can find more ways to learn and play with the nine picks below, all of which make great picks for retailers looking to score some sales.

BANK IT!

Tweens can test their financial skills in a dynamic game where saving money, shopping for bargains, and learning about interest rewards them with the coolest bike.

Product Facts

  • MSRP:
  • $34
  • Age:
  • 8+

Buy Now

The Toy Book participates in affiliate programs that may generate revenue for the site when a purchase is made through the links below.
Amazon

TIGHTROPE

Players test their balance, strategy, and dexterity by placing marbles on rubber bands that sway and bounce. The player with the fewest marbles wins.

Product Facts

  • MSRP:
  • $29.95
  • Age:
  • 6+

Buy Now

The Toy Book participates in affiliate programs that may generate revenue for the site when a purchase is made through the links below.
Amazon

NATIONAL GEOGRAPHIC ANCIENT EGYPT DIG KITS

Explore the ancient wonders of Egypt with a mini learning poster, an activity booklet, and two dig kits featuring gemstones and replica artifacts.

Product Facts

  • MSRP:
  • $19.99
  • Age:
  • 4+

Buy Now

The Toy Book participates in affiliate programs that may generate revenue for the site when a purchase is made through the links below.

LEGO GRAVITY DROP

Kids can learn about physics as they build and race wooden balls down a 1.5-foot-tall chipboard gravity drop tower full of LEGO contraptions and obstacles.

Product Facts

  • MSRP:
  • $29.99
  • Age:
  • 8+

Buy Now

The Toy Book participates in affiliate programs that may generate revenue for the site when a purchase is made through the links below.
Amazon BARNES & NOBLE

HUG-A-LUMPS

Need a pick-me-up? Dive into the land of snuggles with Hug-A-Lumps! Grab one of the 8 ultra-cute characters, each weighing 1.5kg/3.3 pounds and creating an ultra-comforting effect. Will you choose the dinosaur, cat, or maybe the bunny? Made from super soft and squishy plush, Hug-A-Lumps are your ticket to an anti-stress wonderland!

Product Facts

  • MSRP:
  • $19.99
  • Age:
  • 3+

Buy Now

The Toy Book participates in affiliate programs that may generate revenue for the site when a purchase is made through the links below.

CATCH THE BUG

Players use tweezers to flip tiles and match bug pairs in this fast-paced game that builds fine motor skills and visual memory with every catch.

Product Facts

  • MSRP:
  • $25
  • Age:
  • 5+

Buy Now

The Toy Book participates in affiliate programs that may generate revenue for the site when a purchase is made through the links below.
Target

ESSENTIAL STEM TOOLS — ROCK TUMBLER

Uncover the secrets of geology with a user-friendly machine that transforms rough stones into polished rocks. The kit includes four polishing grits and natural rock samples, such as tiger’s eye, aventurine, and rose quartz.

Product Facts

  • MSRP:
  • $49.95
  • Age:
  • 8+

Buy Now

The Toy Book participates in affiliate programs that may generate revenue for the site when a purchase is made through the links below.

MY MOODY MONSTER

With detachable arms and legs, Moody offers kids a way to release their anger and frustration without harm. The monster is MESH Accredited, which makes it perfect for calm and sensory play experiences.

Product Facts

  • MSRP:
  • $49.99
  • Age:
  • 2+

Buy Now

The Toy Book participates in affiliate programs that may generate revenue for the site when a purchase is made through the links below.
MY MOODY MONSTER

EPIPHANY STEM LABS

With the Dinosaur Skeletons or Ocean Fossils Erupt and Dig Volcano kits, kids create a chemical eruption and then excavate the volcano to uncover detailed dinosaur skeletons or discover fossils from the prehistoric ocean floors.

Product Facts

  • MSRP:
  • $20
  • Age:
  • 8+

Buy Now

The Toy Book participates in affiliate programs that may generate revenue for the site when a purchase is made through the links below.
AURORA TOYS (DINOSAURS) AURORA TOYS (VOLCANO)
The Toy Book — 2025 LA Fall Toy Preview Issue

Stay on the Pulse of Play!

A version of this feature first appeared in the 2025 LA Fall Toy Preview Issue of The Toy Book. Read the full issue here!

Want The Toy Book delivered straight to your desk? Subscribe today and get seven big issues a year — packed with the stories, trends, and insights that keep you on the #pulseofplay.

Super7 Expands Sesame Street and Toho Collectible Lines

Super7 is rolling out a new wave of collectibles featuring beloved characters from Sesame Street and Toho’s kaiju films.

The fifth wave of Sesame Street ReAction Figures introduces Grover, and Abby Cadabby. Each 3.75-inch figure features five points of articulation and includes an accessory inspired by the iconic television show.

The company is also expanding its Super Duper Plush range with new characters from both Sesame Street and Toho. Grover and Elmo join the plush line, each measuring 8 inches tall and made from mochi minky fabric with embroidered details for a soft, huggable finish.

From the world of kaiju, Godzilla and Mothra headline the second wave of Toho Super Duper Plush. Godzilla, inspired by his appearances in the 1962 and 1965 films King Kong vs. Godzilla and Invasion of Astro-Monster, and Mothra, based on the 1964 film Mothra vs. Godzilla, both feature detailed embroidery and felt accents to capture their cinematic looks.

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With new ReAction figures and plush spanning classic children’s television and monster movies, Super7 continues to offer collectibles that appeal to both nostalgic fans and new generations of collectors.

Learn more and make purchases at super7.com.

Dog Man Expands Licensing Footprint in Turkey

Fauna Entertainment, appointed by The Joester Loria Group to manage licensing for Dav Pilkey’s Dog Man and Cat Kid Comic Club in Turkey, has secured the brand’s first two local partnerships.

Fashion retailer LC Waikiki will debut a line of Dog Man kids’ apparel by the end of 2025. In addition, publisher Altın Kitaplar will release stationery products, including notebooks, calendars, planners, and mats featuring characters from the hit graphic novels.
Being appointed as Dog Man’s licensing agent and securing two major partnerships so quickly is a testament to the incredible strength of the brand and our commitment to delivering results."
— Emre Aksoy, CBO, Fauna Entertainment

The early deals mark a strong beginning for Dog Man’s expansion into the Turkish market.

For more licensing news, visit The Licensing Book at toybook.com.

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MGA Entertainment Reveals Its Bratz Hello Kitty Dolls

Bratz’s passion for fashion is joining the world of Sanrio.

MGA Entertainment is partnering with Sanrio to bring kawaii styles to its popular fashion dolls. Combining two iconic brands, the Bratz x Hello Kitty Collectors Dolls feature fan-favorite Bratz with fashions inspired by Hello Kitty.

With Bratz nearing its 25th anniversary and Hello Kitty’s birthday this November, the two popular brands are uniting in this line of collectible dolls. This collection unites Bratz’s fierce fashion and Hello Kitty’s signature charm with all-new custom-designed looks. 

Jade, Cloe, and Yasmin are wearing Hello Kitty-inspired outfits. | Source: MGA Entertainment

Each outfit features statement bows, Hello Kitty prints, and more. | Source: MGA Entertainment

Each doll comes with themed accessories. | Source: MGA Entertainment

These dolls will launch at major retailers on Oct. 2. | Source: MGA Entertainment

All dolls come in custom Hello Kitty packaging. | Source: MGA Entertainment

Cloe, Yasmin, and Jade step into the world of Sanrio with Hello Kitty-inspired looks. Each doll features kawaii-inspired streetwear outfits with Hello Kitty prints, statement bows, and dreamy pastel palettes.

No Bratz outfit would be complete without accessories. Cloe, Yasmin, and Jade feature stylized accessories, including Hello Kitty-themed handbags, hair clips, platform shoes, and headphones. 

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The Bratz x Hello Kitty Collectors Dolls are available exclusively at bratz.com. The doll collection will debut at major retailers worldwide starting Oct. 2. 

To learn more about the Bratz doll line, visit mgae.com. 

BRATZ X HELLO KITTY DOLLS

Hello Kitty is taking a trip to Stilesville with these passion-for-fashion dolls. Cloe, Jade, and Yasmin feature kawaii-themed streetwear outfits and accessories inspired by Hello Kitty.

Product Facts

  • MSRP:
  • $34.99 each
  • Age:
  • 6+

Buy Now

The Toy Book participates in affiliate programs that may generate revenue for the site when a purchase is made through the links below.
BRATZ.COM (YASMIN) BRATZ.COM (CLOE) BRATZ.COM (JADE)

American Girl Launches New AG Sisters Collection

The American Girl brand is expanding with a new line of 14.5-inch dolls designed to help kids learn about the importance of friendship through imaginative play.

There are four dolls for kids to choose from: Wesley, Lea, Francie, and Jozette. Each doll comes with its own unique personality, a variety of accessories, and a small pet friend. Wesley is a creative friend who loves hosting parties and decorating cakes. Lea is a go-with-the-flow girl who loves roller-skating and solving puzzles. Francie loves animals and making pet toys for her Bichon pup, and Jozette loves to make her friends laugh and play soccer.

Wesley comes with baking accessories and a stylish cake purse. | Source: Mattel

Lea is accessorized with a set of roller skates, a helmet, and a rainbow backpack. | Source: Mattel

Jozette brings a soccer ball, a water bottle, and a sporty backpack for her adventures. | Source: Mattel

Francie has her pup's essentials, a butterfly backpack, and a boba tea. | Source: Mattel

The AG Sisters collection also includes additional accessories and fashion sets like the Sleepover Snacks Set, the Self-Care Sleepover Set, the Staying Up Late Style Set, and the Glamping Girls Sleepover Set, so kids can plan and decorate their own doll slumber party.

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The AG Sisters collection is available now for kids ages four and up on americangirl.com and Amazon.

Electronic Arts to Go Private in $55 Billion Buyout

Electronic Arts (EA), one of the world’s largest video game publishers, is set to go private in a deal valued at $55 billion, making it the biggest leveraged buyout to date. The transaction is backed by Silver Lake, Saudi Arabia’s Public Investment Fund (PIF), and Jared Kushner’s Affinity Partners, and is expected to close by June 2026, the end of EA’s fiscal first quarter for 2027.

As part of the agreement, shareholders will receive $210 per share in cash, representing a 25% premium over the company’s closing share price prior to reports of the deal surfacing. The investment package includes approximately $36 billion in equity and $20 billion in debt financing from JPMorgan Chase Bank.

EA will remain headquartered in Redwood City, California, with Andrew Wilson continuing as CEO. The company’s portfolio includes blockbuster franchises such as Battlefield, EA Sports FC (formerly FIFA), Madden NFL, The Sims, Need for Speed, Plants vs. Zombies, and more. Its next major release, Battlefield 6, launches Oct. 10.

“Our creative and passionate teams at EA have delivered extraordinary experiences for hundreds of millions of fans, built some of the world’s most iconic IP, and created significant value for our business. This moment is a powerful recognition of their remarkable work,” says Wilson in a statement. 

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The deal comes amid rising global interest in gaming. EA’s privatization positions the company for new investment, long-term expansion, and continued development of its wide-ranging IP.

“Together with our partners, we will create transformative experiences to inspire generations to come. I am more energized than ever about the future we are building,” says Wilson.

TCG Machines Shares Latest in Trading Card Sorting Technology

TCG Machines, a Canadian company specializing in robotics, recently launched the PhyzBatch-9000. The machine is designed to help retailers sort and catalog large quantities of trading card collections.

The PhyzBatch-9000 has already catalogued half a billion trading cards, or more than 1,000 tons of cardboard, according to Graeme Gordon, the company’s founder and CEO. To put the quantity into perspective, the same number of cards stacked vertically would surpass the height of Earth’s atmosphere at 100 miles high.

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Gordon notes that the company aims to keep up with the sheer volume of trading cards produced each year: “Each day, our machines are processing more than one million cards, which seems impressive, but it’s barely a drop in the bucket compared with the tens of billions of new trading cards which are produced each year by Hasbro, The Pokémon Company, and others. Our company has doubled, or better, our revenues for five consecutive years, and 2025 will be our sixth year fitting that pattern. We have card sorting robots operating in 10 countries, and we are in the midst of tripling our production capacity to keep up with demand. This just goes to show you the size, health, and growth of the global trading card industry.”

To learn more about TCG Machines and the PhyzBatch-9000, visit tcgmachines.com.

Goliath Games Unveils Upcoming ‘Fourth Wing’ Board Game

Fourth Wing, Rebecca Yarros’ bestselling novel, is among the hottest breakout franchises of this year. Goliath Games is taking the world to new heights with an upcoming tabletop game inspired by the adventure. 

Next year, fans can heat up their game night rotation with The Official Fourth Wing: Rise of the Wingleader Game. This role-playing board game invites readers to relive the most action-packed moments from the romantic fantasy series, from the heart-stopping Threshing to the politics of the Riders Quadrant. Whether new to Fourth Wing or a longtime dragon-lover, this game is one wild ride. 
Fourth Wing: Rise of the Wingleader is an invitation to Basgiath. This game was created by true fans, and that’s clear as you live the choices, betrayals, and victories that made ‘Fourth Wing’ a phenomenon. Not all dragon games are created equal.”
— Jochanan Golad, CEO, Goliath Games

In this cut-throat board game, fans will step inside the iconic Basgiath War College and battle their way to Glory across its four pillars: Strength, Agility, Cunning, and Connection. Players earn Glory through their choices — whether to play cards, form alliances, or ruthlessly betray their rival classmates. If they survive the deadly challenges, they’ll rise through the rankings and claim the coveted title of Wingleader. 

The Official Fourth Wing: Rise of the Wingleader Game will land in 2026. For more information and to browse Goliath Games’ other fan titles, visit its website.
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