Companies across the toy industry have joined forces to support kids in need by making grand contributions to The Toy Foundation (TTF). The well-known toy initiative has collected $1.3 million in support with funds from the Toy of the Year Awards (TOTY) and donations from Toy Fair exhibitors.
With proceeds from these significant toy industry events, TTF can help deliver the power of play to kids worldwide, including those in under-resourced communities, undergoing medical treatment, and affected by disasters. To date, this toy industry-wide initiative has delivered donations and support to 35 million kids while uniting companies via philanthropy.
The TOTY Awards contributes $900,000 funds to The Toy Foundation. | Source: The Toy Foundation
More than 850 exhibitors donated toys and furniture to families in need. | Source: Toy Fair
As a key industry fundraiser for the TTF, the TOTY Awards acquired $900,000 in donations from companies on Feb. 28. These funds were accumulated through the ceremony’s attendance, award activities, auction participants, and financial contributions.
Following the TOTY Awards, the 119th Toy Fair occurred between March 1 and 4. More than 850 exhibitors showcased the hottest toys for 2025, with hundreds of these companies donating toys and furniture to TTF. All proceeds will directly impact 35,000 families and be distributed to qualified non-profit organizations, schools, and children’s hospitals nationwide.
“We are proud to work on behalf of the entire toy industry to bring the benefits of play to children around the world. Thank you to all who joined us at the TOTY Awards and donated brand-new toys at the close of Toy Fair. The impact we are able to create together through your support is extraordinary,” says Pamela Mastrota, executive director of The Toy Foundation.
To contribute to TTF and learn more about its initiatives, visit.toyfoundation.org.
Note: Submissions are also open for our Licensing & Entertainment (+Baby!) Issue, coming in May. Click here for details.
The Toy Book returns to ASTRA Marketplace & Academy this June for the debut of its 2025 Specialty Toys & Gifts Issue.
Our team is hard at work on this issue and we want YOU to get in on the action!
The Toy Book’s 2025 Specialty Toys & Gifts Issue shines a spotlight on classic, open-ended play categories and the best in new launches for mid-2025 and beyond. This includes products carried by independent specialty toy stores, gift shops, hobby shops, comic shops, and more.
Standard Showcase Opportunity:
You may submit up to three (3) key drivers in each of the following categories for this issue:
SPECIALTY TOYS & GIFTS: WHAT’S HOT Any toy, game, or other product sold in a specialty store.
ADORABLE, FASHIONABLE, & ADVENTUROUS Dolls, including Baby Dolls, Fashion Dolls, 18-inch dolls, Equestrian, etc.
BUILDING & EXPLORING Building Sets, Construction Sets, Magnetic Building Sets, Model Kits
CREATIVE CORNER Arts, Crafts, Activities, Puzzles
CUTE, CUDDLY, & COLLECTIBLE Plush, including stuffed animals, soft dolls, plush characters, plush objects, etc.
THE LEARNING LAB STEM (Science, Technology, Engineering, Mathematics), Engineering (non-construction) Sets, MESH (mental, emotional, social health)
SHARED ADVENTURES & HEATED BATTLES Games, including Board Games, Tabletop Games, Strategy Games, Card Games, etc.
Stock This!: A Specialty Toys & Gifts product showcase across all categories. Note: This is a PREMIUM opportunity for placement in our lead Showcase. There is a $500 fee to submit a product. More details on the program here.
Our annual specialty Industry Q&A in which retailers, manufacturers, and others in the space discuss the latest trends, industry happenings, and how business strategies are evolving across the specialty toy market.
Select Toy Book departments plus exclusive features covering all aspects of the industry, including retail, the state of freight, hot trends, packaging, invention, marketing and public relations, and much, much more.
Release Date: June 1, 2025
Bonus Distribution: ASTRA Marketplace & Academy
Ad Deadline: 5/1 | Edit Deadline: 4/7
Reach out to discuss editorial opportunities immediately as the deadline is fast approaching! Email james@toybook.com for details.
Contact the Adventure Media & Events Sales & Marketing Team to book your ad packages now:
Check out our Editorial Calendar for additional opportunities in the months ahead!
Are you a retail buyer that sells toys and games? Do you work in the business of toys, licensing, entertainment, or play? Be sure to subscribe to The Toy Book today!
JAKKS Pacific is joining forces with Authentic Brands Group to bring sports to playtime with the release of the new Roxy Doll line. These 7.5-inch-tall fashion dolls highlight the action-packed sports of skateboarding, roller skating, surfing, and snowboarding.
Each doll includes a special Roxy-inspired outfit, comb, sticker sheet, and Roxy sports accessories, such as a snowboard, roller skates, surfboard, or skateboard, encouraging kids to enjoy various interests, from fashion to sports.
This Roxy Doll line from JAKKS Pacific encourages creativity and a love for sports. | Source: JAKKS Pacific
Each doll comes with their own tailored accessories, stickers, and comb. | Source: JAKKS Pacific
JAKKS Pacific's Roxy Doll line will be available exclusively at Target.
“With Roxy Dolls, we are merging fashion, creativity, and adventure to provide kids with an exciting way to showcase their passion for action sports,” says Debbie Haag, SVP of Marketing at JAKKS Pacific. “In collaboration with Authentic Brands Group, we have meticulously designed these Roxy-branded dolls to be both stylish and highly posable — perfect for hitting the streets, slopes, and waves with confidence and flair.”
This Roxy doll line from JAKKS Pacific will be available exclusively online and in stores at Target for $19.99 in June.
The Toy Book catches up with Zack Farber, CEO of RMS USA to discuss how the company is making a splash in the U.S. this year with great products at competitive prices.
The RMS USA crew at Toy Fair in New York, March 2025 | Source: RMS
The Toy Book: This year marks RMS’s debut at Toy Fair, but the company has been around for more than 40 years. Why has the U.S. become such an important focal point for growth?
Zack Farber: The U.S. consumer is craving true value for their money. RMS has thousands of amazing products at everyday price points between $1 and $20. Every shopper deserves a great experience no matter how much money they have to spend, and given RMS’s mission to “Wow!” consumers with unbelievable value, it is the perfect time for us to delight U.S. retailers with our market-leading designs, incredible product content, and unbelievable margins.
Source: RMS
TB: What were some big wins for RMS last year?
ZF: RMS had double-digit growth despite our negative category comps, which shows the power of true value. We expanded our retail presence, partnered with industry-leading entertainment companies, and opened our first West Coast showroom. Despite the worry that there was one less weekend in December, all our retail partners experienced sell-out products.
Source: RMS
TB: Retail pricing has become a “State of Emergency,” pitting mass and specialty retailers against each other and their vendors in a way we haven’t seen in many years. What can be done to level the playing field so that everyone has a chance to succeed?
ZF: I have always felt that the U.S. is a market of “extreme consumption” with plenty of room for every brand and price point. When retailers try to mirror their competitors, it never works. Every store must clearly define how they add value. Specialty stores should do what they do best and stay special. Customers purposely go to those stores for a unique ‘try me’ experience — a niche that mass retail cannot do. I’d love to see them not try and compete on price but still deliver value.
TB: What are the biggest challenges and opportunities facing the overall industry this year, and how are you approaching them?
ZF: Today’s consumers search for extreme value, hot trends, and innovation — always looking for “new.” At RMS, this is our singular mission. It is frustrating to see mass retail lean on the biggest suppliers even when they don’t have sharp prices or fresh products. My biggest challenge is competing with never-ending marketing budgets that get mediocre, overpriced products on store shelves. Retailers who work with RMS experience amazing natural sell-throughs on tomorrow’s hottest trends.
TB: Many initially thought that last year would be the year the toy industry normalized after a few chaotic years, but the results were mixed — What are your overall predictions for the state of the toy industry — and toy/game/collectibles retail — this year?
ZF: I have learned that every year, there is something new that we didn’t expect, so we must be prepared for the unexpected and adapt quickly.
TB: How is RMS dealing with potential U.S. tariffs or external pressure to diversify its supply chain and manufacturing base as an international company?
ZF: RMS is positioned better than our competitors if any tariffs hit the toy market, as we offer incredible margins to retailers. With our nimble team and dizzying speed to market, we are changing nothing about how we do business at retail. We offer solutions for retailers worried about tariffs through unbeatable item profitability architecture. Our strategy is to continue supporting the manufacturing relationships we have fostered for over 40 years. The true RMS difference is how we adapt and adjust internally with our product development strategies to ensure the lowest possible cost to the shelf. Our lean, agile business model allows us to adapt to any situation and win.
TB: What key moments or product launches can retailers and consumers look forward to from RMS this year?
ZF: There are so many! We offer newness in every category every season. Our goal is to “Wow!” our retail partners with the freshest innovation. We repeatedly see our novelty products organically going viral on social, our promotional products pack so much value they sell out completely, and our educational products offer new twists to encourage repeat conversion. Be on the lookout for all of our brands!
For more of our annual State of the Industry Q&A series, click here!
A version of this feature was originally published in the 2025 edition of The BIG Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options
In this digital companion to this year’s edition of The BIG Toy Book, MGA Entertainment Founder & CEO Isaac Larian shares insights into the company’s wins and opportunities and offers predictions for the rest of 2025.
Bratz | Source: MGA Entertainment
The Toy Book: What were some of MGA’s big wins last year?
Isaac Larian: MGA’s Miniverse (which now has an impressive 64% market share in the mini category and growing); Bratz is continuing to grow and is increasingly culturally relevant with new and existing fans; Little Tikes, particularly our innovative Little Tikes Story Dream Machine; and our newest doll line, Yummiland, which is growing very quickly.
CarTuned | Source: MGA Entertainment
TB: After years of dominance in the doll aisle and the preschool space, MGA is making moves in the action aisle with CarTuned die-cast and the long-awaited debut of Armorsaurs. What can you share about those efforts?
IL: We have always believed that new, original ideas sell and knockoffs slowly die. With CarTuned on shelves now and two incredible boy action properties, Armorsaurs and another, both coming in the second half of the year, MGA will be in every toy aisle in retail stores. That has been my goal for years, and we are finally realizing it. I am so proud of my team for making all this a reality.
TB: MGA scored a win with MGA’s Miniverse being named “Viral Hit of the Year” in The Toy Book’s Pulse of Play Awards. To what do you attribute that brand’s success and its swiftness to pivot and evolve behind the scenes from reformulation to new licenses and form factors?
IL: I credit our incredible, out-of-the-box thinkers on our product development, design, and marketing teams. They looked at trends and created new, innovative products and new, innovative ways to market them.
TB: How is MGA dealing with potential tariffs or external pressure to diversify the supply chain?
IL: Unfortunately, like so many other manufacturers and retailers, we have no choice to raise prices and sadly the consumer will pay at the end. While we have the largest toy manufacturing facility currently operating in the U.S. in Hudson, Ohio making Little Tikes toys, it is very difficult and cost-prohibitive to make most toys here. However, we will do our best to continue to offer toys that feature high play value and are affordable.
TB: What are the industry’s biggest challenges and opportunities this year, and how are you approaching them?
IL: In my opinion, the biggest challenge facing the toy industry is the lack of original innovation and what I call copycat toy companies that produce and sell knockoffs of other toy companies’ hard work and creativity. I also blame retailers who are shortsighted and buy these knockoffs instead of offering their consumers the original, high-quality, safety-tested toys.
Source: MGA Entertainment
TB: What key moments or product launches can retailers and consumers look forward to from MGA and Little Tikes this year?
IL: While it’s too early to disclose much of the new, innovative toys MGA will bring to market this year, I can say that the newness MGA has for this year will jolt the industry. One new line I can talk about is Wonder Factory, our new line of never-dry dough and sand. Wonder Factory is available at Walmart in the U.S. and launched in February. The full lineup will be on shelves this month. There’s so much more to come, so keep an eye on MGA.
TB: Retail pricing has become a “State of Emergency,” pitting mass and specialty retailers against each other and their vendors in a way we haven’t seen in many years. What can be done to level the playing field so that everyone has a chance to succeed?
IL: I believe specialty retailers must invest in in-store experiences and get together to ask vendors for original exclusives. Having exclusives, even for a short time, for a new, innovative, “hot” product will help to level the playing field more for specialty retailers, allowing them to compete better with some of the big box players.
TB: Many initially thought that last year would be the year the toy industry normalized after a few chaotic years. Still, the results were mixed — What are your overall predictions for the state of the toy industry — and toy/game/collectibles retail — this year?
IL: I predict, again, that the toy business will be down 4-6% in 2025 because of lack of innovation.
For more of our annual State of the Industry Q&A series, click here!
Check out the 2025 edition of The BIG Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
Life is nothing without a little action. Whether kids are enacting their own battle scenes, recreating iconic movie moments, or jumping into the action themselves, these toys add a lively element to play. This showcase features upcoming action figures, playsets, collectibles, and more that kids can use to bring some excitement to playtime.
Every kid in the WWE Universe can become a champion and act out favorite matches seen on RAW, SmackDown, and NXT. The adjustable belt is a perfect complement to kids’ WWE action figures collection.
Add mighty morphin’ nostalgia to your collection with the iconic Power Rangers. With a press of the lever, collectors can watch all six Rangers morph from their teenage selves to their heroic forms.
This collection features the SilverHawks in ReAction Figure style. These 3.75-inch-scale action figures include Quicksilver, Steelheart, Bluegrass, and Mon*Star with vac-metal accents inspired by the toys of the 1980s. ReAction Figure stands (pictured) are sold separately.
This large-scale Scorponok figure doubles as a playset that works with the 4-inch Cyber Changers figures. The set has interactive features, including a buzzsaw arm, a claw hand, and a cyber bike.
The hit anime series Cyberpunk: Edgerunners, based on the video game Cyberpunk 2077, jumps from screen to shelf for kidult collectors. This collection features highly detailed and posable 1:12 scale figures.
Two iconic ‘80s action brands unite in this new line of mashup action figures. Characters include Lion-O and Battle Cat-Man (pictured), Cheetarah, and more.
The breakroom battles rage on, with six new recruits clocking in to join the fray. Office supplies inspire the Breakroom Bandits and Water Cooler Commandos, 3.75-5.25-inch action figures with limited articulation.
Total Anime delivers premium, meticulously crafted collectibles from beloved franchises featuring anime-accurate poseability and accessories. Created by lifelong fans, Jazwares’ mission is to help collectors re-create their favorite moments from the shows they love.
Little superheroes can save the day with this collection, including the Batman Bow Blaster (pictured), Batman and The Joker Boom Blasters, and soft Power Pods (ammo) inspired by Superman, The Flash, and more.
Collectors can bring Gremlins home with this surprise toy collection, featuring six figure designs. Just don’t get your Mogwai wet or feed them after midnight.
Goo Jit Zu is bigger than ever with this extra-stretchy figure. This figure is a mashup of three heroes featuring interchangeable heads, multicolored lights, three kinds of goo, and more than 35 sounds.
This playset is inspired by the Teenage Mutant Ninja Turtles Sewer Lair Playset from 1989. The set features two levels with different play spaces connected by an elevator.
Enter the Mirkwood forest with the newest action figures based on the Lord of the Rings film saga, including the elderly hobbit Bilbo Baggins and elf warrior Tauriel.
These action figures capture the essence of the Straw Hat Pirates Luffy (pictured) and Zoro from One Piece with 27 points of articulation for dynamic poses and display.
Inspired by the first chapter in Christopher Nolan’s The Dark Knight Trilogy, this Batman Begins action figure features Ultra Articulation with up to 22 moving parts. It includes four accessories, a display base, and a collectible art card.
Fire, Ice, Earth, and Tech clash in electrifying multiplayer battles that evolve with every move. Players can adapt, strategize, and triumph with Collector Battle Packs, Training Sets, and Multiplayer Packs.
Nacelle doubled the number of figures for wave two, which features villains alongside two new heroes. Lawrence Limburger, Charley, Carbine (pictured), Greasepit, Doctor Karbunkle, and Fred the Mutant headline wave two, along with a slew of unique accessories and interchangeable heads.
This collection of 8-inch action figures features soccer legends Lionel Messi and Kylian Mbappé. These figures have 10 points of articulation and detailed designs.
Embark on a Jurassic adventure with Smashers Dino Egg Hunt. Kids can discover more than 35 surprises, including fire-breathing dinos with lights and sounds, and mini dinosaurs to collect. Roar and dig for fun!
Bladers can now let it rip wherever they go with this portable Beystadium. | Source: Hasbro
The set easily folds out to reveal an epic Beyblade stadium. | Source: Hasbro/The Toy Book
The compact design makes it simple for kids to take the Beyblade action on the go. | Source: Hasbro
This portable Beyblade stadium easily unfolds, revealing the perfect arena to challenge other Bladers on the go. It also features Hasbro's signature X-Celerator rail that launches the die-cast Tops into XTreme Dash when touched. When kids are done playing, the stadium folds away for helpful storage and transportation.
Gabby’s Dollhouse,a cartoon series streaming on Netflix since 2021, is set to debut with Gabby’s Dollhouse: The Movie next September. Children’s entertainment company Spin Master is renewing its global master toy licensing agreement with Universal Products & Experiences for DreamWorks Animation’s Gabby’s Dollhouse.
Since Spin Master first partnered with Gabby’s Dollhouse to launch the first toy line, over three million dollhouses have sold worldwide. The dollhouse has become an international sensation, and Spin Master has also developed a range of products inspired by the animated series, including playsets, figures, plush toys, games, and puzzles.
“It’s been a tremendous adventure partnering with Universal Products & Experiences to bring Gabby’s Dollhouse play experiences to kids around the globe,” says Doug Wadleigh, Spin Master’s President, Toys. “Gabby’s Dollhouse has become one of the most sought-after brands in the preschool category, delighting millions of children who are creating their own stories featuring Gabby and her feline friends. And, there is plenty of fun ahead in 2025, with new innovation and more ways to play with this cat-a-rific crew.”
Spin Master will release a new Gabby’s Dollhouse-themed toy line this fall. | Source: Spin Master
The new toy line from Spin Master will be based on the upcoming movie following the story of Gabby and an eccentric car enthusiast, Vera. One of the standout products in this line is an interactive dollhouse featuring LCD eyes. Children can press six “Paw Bump Magic” buttons or the cat’s nose to unlock various features, including games, guided play, and storytelling. The Meow-mazing Interactive Dollhouse will go for $99.99.
Other toys in the line include the Sing & Shine Mermaid Gabby Doll ($29.99), the Meow-mazing Interactive Pandy Paws Plush ($29.99), and the Meow-mazing Interactive Ears ($17.99).
“With a fresh and modern take on traditional dollhouse play, Gabby’s Dollhouse has earned a special place in the hearts and homes of kids and families,” says Rafael Macias, Global CPG Commercial Officer, Universal Products & Experiences. “Our collaboration with Spin Master has made this a perfect match, pairing imagination with innovation to create best-in-class play experiences that bring to life everything the series offers fans. We are so excited to share what’s in store for Gabby’s biggest adventure yet.”
The toys will launch in the fall of 2025, coinciding with the new film’s release. For more information about this ongoing partnership, please visit spinmaster.com.
Nintendo fans can celebrate MAR10 Day with a new set from The LEGO Group. The LEGO Super Mario: Mario Kart set is available for preorder and ships May 15.
The build-and-display set features Mario in his Standard Kart. The 1,972 set features a posable figure with a movable head and arms; fans can display Mario and his kart at dynamic angles. The Nintendo hero can be displayed in a high-stakes race or casually drifting to the finish line. Builders can complete the set through included step-by-step instructions or the LEGO Builder app.
Source: The LEGO Group
MAR10 Day is March 10. Nintendo historically makes several announcements for fans during this day. Last year, the company confirmed a sequel to The Super Mario Bros. Movie for 2026.
The LEGO Super Mario: Mario Kart set costs $169.99. Fans can pre-order it in stores or online at LEGO.com/mariokart.
Note: Submissions are also open for our Specialty Toys & Gifts Issue, coming in June. Click here for details.
The Toy Book returns to Licensing Expo in Las Vegas in May and this time we’re taking the party next door for ABC Kids Expo.
The Toy Book’s 2025 Licensing & Entertainment Issue puts a spotlight on licensed toys, games, and adjacent products across multiple categories. New for this year, this issue includes a special ABC Kids Expo supplement featuring The Toy Book’s Oh Baby! and Playful Preschool sections highlighting the best in infant, toddler, preschool, and juvenile products.
Standard Showcase Opportunity:
You may submit up to three (3) key drivers in each of the following categories for this issue:
WHAT’S HOT IN LICENSED TOYS — New products coming summer/fall/holiday 2025.
SPORTS-ENTERTAINMENT INSPIRED
AUTOMOTIVE & MOTORSPORTS INSPIRED
VIDEO GAME INSPIRED
ANIME INSPIRED
MUSIC INSPIRED
SPOOKY & SPOOPY
LICENSED COSTUMES
LICENSED GAMES
OH BABY! — Infant and Toddler Toys, Games, and Gear for kids ages 0-2.
PLAYFUL PRESCHOOL — Toys and games geared toward kids ages 3-4.
They will appear in the following format:
COMPANY NAME PRODUCT NAME | AGES: 0+ | MSRP: $0.00 | AVAILABLE: DATE Short product description of no more than 25 words.
Stock This!: A Specialty Toys & Gifts product showcase across all categories. Note: This is a PREMIUM opportunity for placement in our lead Showcase. There is a $500 fee to submit a product. More details on the program here.
Our annual World Series of Licensing Q&A discussing the latest trends, industry happenings, and more.
Select Toy Book departments plus exclusive features covering all aspects of the industry, including retail, the state of freight, hot trends, packaging, invention, marketing and public relations, and much, much more.
Release Date: May 20, 2025
Bonus Distribution: ASTRA Marketplace & Academy
Ad Deadline: 4/14 | Edit Deadline: 3/31
Reach out to discuss editorial opportunities immediately as the deadline is fast approaching! Email james@toybook.com for details.
Contact the Adventure Media & Events Sales & Marketing Team to book your ad packages now:
Check out our Editorial Calendar for additional opportunities in the months ahead!
Are you a retail buyer that sells toys and games? Do you work in the business of toys, licensing, entertainment, or play? Be sure to subscribe to The Toy Book today!
“Stumble Guys,” the action-packed game acquired by Scopely in 2022, is starting its latest season with a new theme: “Cowboys & Ninjas.” The theme introduces a new map called Stumblewood, where players are transported to an imaginary Western set where anything that could go wrong goes wrong. They’ll have to side with either the quick-drawing cowboys or the quick-footed ninjas and team up to claim control of the set while dodging collapsing set pieces and a speeding locomotive.
To add to the mayhem, some familiar faces from the Looney Tunes crew will be rejoining the roster: Bugs Bunny, Yosemite Sam, Wile E. Coyote, Daffy Duck, and others, with a new Acme-styled elimination map called “Factory Fiasco.” In this map, players will be placed on a conveyor belt, and must try to be the last one standing while dodging obstacles and attacks from opponents. Other Looney Tunes-themed content included in the new season are six cowboy and ninja-themed character options, an exclusive emote, and a new victory animation.
For more information, check out the trailer below or visit the Stumble Guys website:
