Sherlock Holmes fans can find this set at Barnes & Noble. | Source: The LEGO Group
The book nook fits perfectly in your bookshelf. | Source: The LEGO Group
Upon completion, designers will create the LEGO set as a 3D scene inspired by the world of Sherlock Holmes. It has hidden clues and details, paying homage to the timeless mystery series.
“We’re proud to be the first retailer to introduce the LEGO Book Nook concept to the U.S. market with our exclusive Sherlock Holmes Book Nook set,” says Julie Duffy, Director of Merchandising for Toys at Barnes & Noble. “Sherlock Holmes is one of literature’s most iconic figures, and this intricately designed set is filled with clever Easter eggs that will surprise and delight fans as they build and display it.”
Fans can slide the completed book nook between books on the bookshelf. This way, fans can peek inside and catch a glimpse of the miniature world of Baker Street. The set opens to reveal a quaint bookstore featuring a revolving display window and a mysterious residence. It also includes a super detailed recreation of Sherlock Holmes’ 221B apartment — cozy fireplace and all.
Additionally, the 1,359-piece set includes five minifigures, including Dr. Watson, Irene Adler, Professor Moriarty, newcomer Paige, and, of course, Sherlock Holmes.
With this 1,359-piece book nook, you can build and delve into the mysterious world of Sherlock Holmes. It features five minifigures and the most iconic sights from the Sherlock stories.
Slime: It’s ooey, it’s gooey, it’s kind of weird, and it’s everywhere … again.
While walking the floor of Toy Fair in New York City in March, visitors could not turn a corner without seeing a brand showing off its collection of compounds. As new dolls and plush were being fawned over, slime was squeezed, stretched, and even sniffed.
While squishy compounds such as Play-Doh have been around for decades, slime, as it stands now, is a playful phenomenon that has evolved. From its roots on Nickelodeon and in Ghostbusters, the icky sticky goo spawned a DIY trend where kids made slime out of glue, eventually leading to toy companies — and Elmer’s — taking note and creating an entirely new category.
Dope Slimes started as the owner’s high school side hustle. | Dope Slimes Official YouTube
Mark Whiteaker, the founder of Dope Slimes, started his business when he was 14. He created and sold slime in the hallways of his school, a fairly trendy hobby among teens circa 2016. The company is now a prominent leader in this niche corner of the toy industry.
Elmer's Glue is a main ingredient in at-home slime. The company now sells its own. | Source: Elmer's
“They thought it would be a short-lived trend, but before long they were the No. 1 selling slime, top-selling toy on Etsy,” says Trace Addlesperger, Chief Business Officer of Dope Slimes. Thousands of specialty retailers now carry Dope Slimes’ products.
Addlesperger says that as the first wave of the slime trend started to reach its sunset years and fade away around 2019, another icky “compound” was just around the corner, one that revived the industry as an unexpected side-effect: COVID-19.
“With everybody being at home isolated and on their phones a ton, slime just blew up again [during the pandemic], because people were watching videos and spending time on apps like TikTok and Instagram,” Addlesperger says.
Today, the social strategy for setting one slime apart from the next is to promote it using influencers to score that viral appeal. But what makes all these slimes different?
Moose Toy’s Gui Gui takes an aesthetic approach to slime. | Source Moose’s YouTube
Moose Toys, known for its stretchy, squishy Heroes of Goo Jit Zu, put a new, TikTok-inspired twist on slime this year. With beauty product unboxings trending on social media and captivating millions of kids, tweens, and teens who glorify brands like Sephora and Ulta, Moose made its signature slime, Gui Gui (pronounced “Gooey Gooey”), stick out from the pack by basing it on this hyper-specific aesthetic.
“We do want to make sure that kids are still being kids, so we are taking the beauty trend and bringing it back into toys,” says Mallory Van Laeken, Director of U.S. Marketing for Moose. “We have that beauty aesthetic that girls love, but it is still a toy; we want to keep them kids.”
Moose’s Gui Gui collection invites kids to “Beautify Your Slime” and features jars packaged like beauty products, with scents as luxurious as perfumes.
Of course, there’s science and research behind slime, and companies compete to make their products different.
Nichole Jacklyne super-scented Water Slime is new for this year. | Source: WeCool/Compound Kings
Cra-Z-Art makes all its slime in the U.S. | Source: Source: Cra-Z-Art
Gui Gui blends beauty and slime. | Source: Moose Toys
“For us, it’s staying on the forefront of textures and scent and mixers and making sure that children have new ways to explore and create new compounds,” says Jeff Osnato, President of WeCool Toys, maker of Compound Kings. “Things like cotton candy, bubble gum, and blue raspberry are important scents that stimulate the creativity of mixing and coming up with different compounds. Customization is a huge thing in compounds.”
Cra-Z-Art, which had decades of success in arts, crafts, and puzzles before entering the slime arena, avoids President Trump’s ongoing tariffs by producing its slime in the U.S.
“We are a family company that has always been a manufacturer in the USA. Based on the tariffs, we are in the catbird seat,” says Cra-Z-Art CEO Larry Rosen.
Cra-Z-Art’s facility in Jacksonville, Florida | Source: Cra-Z-Art
“We are manufacturing all of the compounds as we speak, but equally important is that we make all the plastic that goes into the making of slime, such as jars and caps, and the glue itself that the slime is made out of,” Rosen adds.
While products across the toy industry face stiff tariff pressures, companies like Cra-Z-Art and Dope Slimes, thanks to their domestic strategy, are well-positioned to help retailers stock their shelves in the coming months.
“We know how to do it and are good at it. After 48 years personally navigating and leading our company, I know how to manufacture and adjust to these conditions, even though they are extreme, and you don’t know what will happen next,” Rosen says.
In the long history of the American toy industry, slime has a short timeline so far, but it will be interesting to see where it goes, how long it lasts, and how unique each company can make it. Just like Rosen says, “You never know what can happen next.”
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Retailers looking to stock shelves with Made in USA toys and games have an abundance of options to consider this year. From outdoor play to sensory fun, top brands are putting a patriotic spin on quality. In Ohio, the plastics “power trio” of Little Tikes, Step2, and Simplay3 — all founded by Toy Industry Hall of Famer Tom Murdough — continues to dominate the outdoor toy space with kid-favorite climbers, ride-ons, backyard toys, and playroom essentials. Meanwhile, Pennsylvania’s Crazy Aaron’s provides endless sensory creativity with its iconic Thinking Putty, and Cra-Z-Art — with facilities in Florida and Tennessee, creates puzzles and slimes that inspire hands-on fun, and that’s just the start! By supporting American-made products, retailers can meet customer demand for tariff-free quality while keeping kids engaged and entertained. Check out some hot picks below.
Bring amusement park excitement home with a 9-foot roller coaster track and ATV-inspired ride-on car. Perfect for active, year-round play indoors or outdoors, it stores easily and expands with additional track pieces, sold separately.
Kids can create strong, detailed keepsakes with this hands-on casting kit. It includes everything needed for little artists to mold, cast, and decorate.
Little chefs can cook pretend meals with this farmhouse-themed play kitchen. The set includes a chalkboard with built-in magnets, a stove, a faucet, and more.
Babies can rest comfortably on their tummies atop this alligator-themed toy, then use their arms and legs to move forward in a crawling motion. Available in seven colors. For children up to 50 lbs.
These giant bubble wands create long, giant bubbles thanks to a two-handle design, which has been used to set every big bubble world record in the last 30 years. It comes with a set of giant bubble makers, two pouches of bubble concentrate, and a booklet containing tips and tricks.
For mess-free bubble fun, Fubbles No-Spill Big Bubble Bucket keeps bubbles in and spills out. Includes three wands, perfect for parties, picnics, and outdoor play.
This American classic features working doors, a horn, spinning wheels, and a removable floorboard, encouraging active play, imagination, and motor skills indoors or outdoors.
These interactive 3D-printed figures help kids explore and express emotions through play, making it easier to recognize and navigate their feelings. Flip to page 62 for more on Solobo Toys.
Kids can enjoy an FM radio while driving a large John Deere tractor with an extra-large detachable trailer. The tractor features two speeds, a 12-volt rechargeable battery, and has an 85-lb weight capacity.
Toddlers can cruise in style with a ride-on car featuring a movable steering wheel, realistic horn, under-hood storage, and Whisper Wheels for a quieter, more comfortable ride.
This hilarious hoax wastes time and delivers pure disappointment. Recipients can complete the puzzle, scan the QR code, and enjoy the dramatic fake prize reveal before the twist hits. Perfect for creating priceless reactions.
This weaving kit promotes concentration and fine motor skills. It features a steel alloy loom, a metal weaving hook, a crochet hook, and enough cotton loops to create a pair of durable, machine-washable potholders.
Kids can make space-shaped gummies and model the solar system while exploring STEM concepts like chemistry, measurements, and phases of matter. This kit makes up to 72 gummies in 13 shapes.
USA Gold No. 2 HB pencils are made from premium American wood. They feature latex-free erasers and superior graphite for smooth, easy writing. The pencils are pre-sharpened for immediate use.
Encourage families to grow a variety of top-selling plants, including Fly Trap Friends, Miraculous Moving Plant, Fairies Flower, Snagging Sundews, and more. Order by variety or in a counter display with some of each.
Puzzlers can discover the fascinating creatures of the ocean with this collection, showcasing aquatic life commonly found in South Carolina’s coastal waters.
Designed by parents for kids, the Figgy Play Couch is a modular fort building kit. Kids can build everything from a rocket ship to a reading nook with six cushions that feature velcro connectors, stain/spill-proof material, and machine-washable fabrics. Figgy is free from harmful chemicals and eco-friendly.
Kids can wheel around the house with this box of trucks. The set comes with five vehicles, including the Recycling Truck, Fire Truck, Stake Truck, Tipper Truck, and the Cargo Truck. Each truck is made with 30% reclaimed maple sawdust.
Bring fun to mealtime with easy-grip handles and vibrant tractor colors. Perfect for little ones, these utensils turn every bite into a playful farming adventure. They are available in green and orange.
Toddlers can practice and learn balance and body control on this two-person seesaw that spins and rocks. Flip the teeter totter upside down for crawling tunnel play. It has comfortable seats with high backs and easy-grip handles.
Wigglitz is a vibrant, interactive 3D-printed toy designed to bring joy to every age. Hundreds of designs are available, including fidgets, characters, and vehicles. Sold in bundle packs, theme packs, bubble packs, and more. A make-your-own bundle bin is available for specialty retailers.
Celebrate Universal Pictures’ Wicked with a 500-piece puzzle featuring Elphaba and Glinda. Made from recycled materials, it includes a bonus poster for reference. Perfect Snap pieces ensure every piece fits soundly.
Invented by mechanical engineer Richard James in 1943 during an experiment with tension coils, this classic metal spring toy walks downstairs, alone or in pairs, and makes a slink-ity sound.
Enjoy, relax, and de-stress with a variety of puzzles, including Kodak puzzles with vibrant photography, the nostalgic Back to the Past series featuring designs from artist Chris Bigelow, and more.
Kids can create, color, and explore with this undersea-themed cardboard castle. It’s perfect for imaginative play, storytelling, and group fun inside or outside.
This 17-foot inflatable slide offers wet or dry fun. Its climbing surfaces are non-slip, the misting system is easy, and the compact design makes setup effortless.
Piece together a moody London scene celebrating literature’s most iconic detective. This puzzle invites sleuths to explore hidden details and timeless Sherlock Holmes imagery.
Capture beachside vibes with this 300-piece puzzle featuring a retro van, moonlit surf, and vibrant colors. Oversized pieces offer easy handling and relaxing assembly.
This ride-on car features pastel colors and decals inspired by the Bluey episode "Grannies." Little ones can honk the horn to hear several memorable quotes from the series or recreate their favorite moments with pretend Grannie glasses and a can of baked beans — just be careful not to slip!
In this campground-themed splash pad, kids can use scoopers and mini-figures of Bluey's family to explore the wonder of the great outdoors. Every corner has an interactive feature for kids to discover, from a log flume for characters to ride to the mesmerizing spinning gears of Maynard's Cabin. When the sun sets, this playset easily…
Spend a day at the beach with Bluey and her friends! This 2-in-1 water table includes exciting water features like a tipping bucket, spinning gears, and two cascading pools, and a lazy river. The set also includes buoyant Bluey mini-figures and use sand tools to let their imaginations go wild!
Slide, sip, and save the memory. These unique cards combine a reusable coaster with a writable message for a sustainable gift. A toy adjacent add-on for specialty retailers.
This raised water and track table offers endless fun with toy boats, cars, movable bridges, and a spinning water wheel. It is perfect for collaborative play and easy to clean.
Squish, smash, and roll with this 1-ounce two-tone dough, featuring a jolly frog stamp. Land of Dough promotes creativity, tactile play, and endless fun for kids.
This fast-paced football card game blends strategy and math skills. It’s easy to learn, fun for families, and perfect for 2-6 competitive fans. Additional NFL editions are available.
These snap-together blocks connect on all sides with satisfying clicks, encouraging STEAM learning, creativity, and fine motor development through open-ended, U.S.-made building fun.
Kids and kidults can “lightspeed back to playtime” with this retro-inspired collection of modular playsets and accessories. Designed to pair well with most 3.75-inch action figures, each set features MagKennect, an integrated magnet system that makes for easy assembly and disassembly with no instructions. Five sets are available, including the newly released Command Center (pictured),…
ChattySnaps are fun snaps designed for self-expression and empowerment. Unlike pin-back buttons, ChattySnaps feature snaps, which means no pins and no getting stuck. When paired with colorful Tales keychains, these cool, retro-style snaps tell your story. Kids can clip the tales to their backpack, lunchbox, or purse for a personalized, custom look. The Tales keychain…
This 1:24-scale Skill Level 2 model kit comes molded in the original reddish purple color with clear, brass, and chrome-plated parts. The kit includes rubber tires, an updated decal sheet, and a collectible copy of the original sell sheet signed by Tom Daniel himself.
Rock, paper, scissors gets a twist with this family card game which adds a wizard, a crocodile, and some wild cards, too. Players take turns laying their cards, battling each others, and strategizing over multiple rounds for rewards — and to win.
Made with food- and USP- (pharmaceutical) grade ingredients in an FDA-registered, CGMP-certified, allergen-free facility in the U.S., these lickable bubbles are great for kids and pets alike.
Hailed as “the first vinyl-like dolls made in the U.S. in decades,” Evie and Max are 18-inch dolls with 41 points of articulation. Poseable like an action figure, these dolls are the first in a planned series featuring additional disabilities.
Inspired by the PBS KIDS Series Daniel Tiger’s Neighborhood, this 15-piece magnetic tile set features vibrant imagery. It can be built and rebuilt in multiple configurations and is compatible with most magnetic tile brands.
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From nostalgia-packed plush to STEAM-infused surprises, this season’s specialty toy shelves are bursting with innovation, charm, and clever play patterns. The June issue of The Toy Book rounds up standout finds that spark creativity, encourage hands-on discovery, and bring favorite characters to life in fresh new ways. Whether you’re shopping for toddlers or teens, or stocking up your store, these hot toys and collectibles from Luki Lab, Funko, The Loyal Subjects, Educational Insights, and more are sure to make an impact.
This inflatable yoga ball is made with BubblePlush, features a soft, washable cover, and comes with yoga cards to guide kids through mindful movements, helping them stretch, balance, and breathe.
When kids press the button on this heart-shaped purse, a pet pops out to greet them. The purse opens to reveal a play area for the pet, and the purse strap doubles as a pet leash.
Spread holiday cheer with this Christmas activity book for kids, which pairs more than 40 Hidden Pictures puzzles with 100 award-winning Plus-Plus creative pieces.
This travel-friendly toy includes two tactile sensory tiles for kids to move, switch, and replace with other Play Tab tiles. It also has a clip to attach to a car seat, a bag, or a stroller.
Kids can enjoy watching live ants (not included) dig tunnels in a nutrient-rich green gel. The kit comes with magnifying glasses, a pipette for watering, a learning guide, and a backdrop for display.
This set includes two Flip Pro bikes, ramps, and eight stunt obstacles, offering everything needed for high-flying action and incredibly thrilling bike stunts.
This 90-piece set comes with patent-pending Rails, microMAGS, and new pieces like gates and fences. Kids can use the included pieces to build racetracks, ramps, and more.
This game teaches kids the basics of math through sandwich ingredients. Each piece is made of felt. Kids can practice counting and addition with more 100 food pieces, including cheese, vegetables, and all of the other sandwich fixings.
This airbrush kit, with included markers and a rechargeable battery, offers versatile art options. It introduces kids to advanced techniques, fostering creativity and artistic enthusiasm.
Straight out of Australia, these die-cast cars are ready to race. Available in three collectible designs — Flash (pictured), Jet (blue), and Ace (white), these mini cars speed off by pressing down on them.
Bake dino-themed treats with this cookie stamp set featuring T. rex, stegosaurus, and triceratops designs. Each two-piece cutter creates perfectly shaped, detailed cookies for baking fun and sharing.
These colorful, furry creatures from the 1980s are back. Resembling marsupial teddy bears with pom-pom tails, Popples are perfect for both original and new fans.
Navigate the wooden maze, collect Pac-Dots, and avoid the Ghost Gang using the knobs in this Pac-Man-inspired Labyrinth Game. This retro-inspired maze game takes players back to the 1980s and the glory days of arcade gaming.
This set features Lilo with Scrump and Superhero Stitch. The hard acrylic display case opens to reveal iconic rooms from Lilo’s home, with removable bases for display.
Young builders can create a colorful skyscraper using interlocking wood and acrylic pieces. Kids can build, paint, and decorate their own custom city skyline centerpiece.
This Montessori-inspired toy promotes sensory play, motor skills, and object permanence. Made from sustainable materials, it supports early development and independent exploration.
Kids ages 3 and up can build their own Frozen-inspired marble runs with this set, featuring Anna, Elsa, Olaf, and more. With themed decorations, it sparks creativity, role play, and imaginative fun.
This plush barn features crinkle flaps on the roof, satin ribbons, patterns, a cow plush with a crinkle texture, and a mother hen plush attached to the side of the barn.
This jungle-themed booster playset includes two trucks and features wild maze tracks with a cobra escape challenge, plus a gem-themed exclusive truck for added adventure.
This 48-piece set includes sleek black magnetic quarter circles, arches, intersections, and ramps. Kids can build roads, raceways, skateparks, cities, and more. It is compatible with all Connetix sets.
Inspired by the retro designs of the 1980s originals, these stickers are printed on matte stock paper. Each pack contains two sheets of 12 stickers in classic styles.
Players can create Shashibo structures faster with fewer cubes. Shashibo Squared is three designs in one puzzle cube, powered by 72 rare earth magnets for more than 210 possibilities.
The latest lineup of 3.75-inch-scale action figures from Sesame Street include Elmo with Baby David, Roosevelt Franklin, Chef Cookie Monster, and the Alligator King.
Series 2 returns with characters like Stitch (pictured), Ariel, Olaf, Mulan, and more in crystal figure form. Each surprise ball comes with a figure, two accessories, and either Cra-Z-Slimy or Cra-Z-Sand. There are 16 color-changing figures to collect.
Gather the heaviest hitters by collecting 12 mini-figures from the world of UFC fighting. Each capsule includes a fighter, accessories, stickers, a mini poster, and a connecting base that allows collectors to build a complete Octagon.
The Gecko Run Challenge Edition features 32 challenge cards, two launchers, and enough parts for two players or teams to build competitive marble runs, making engineering fun and thrilling.
This set blends racing and gaming with true-to-scale, app-controlled cars. Experience AI driving modes, free-roaming action, realistic lights and sounds, customizable performance, and free driving for up to 30 riders on one track. 1
These 2.5-inch die-cast figures feature premium weight and detail for display. It’s a must-have collectible for gamers or a unique gift for any Minecraft enthusiast.
With six new titles and Surprize Ink color technology, these classic trivia game books feature riddles that kids can solve, then reveal hidden answers with the included pen. Each book has 36 pages of games, trivia, and brain teasers.
This 100-piece puzzle provides a colorful illustration of the world map, complete with graphics of people, nature, and animals. Kids can also learn about different countries with the included fact sheet, which emphasizes a nation's diversity, traditions, and hidden treasures.
These soft keychain plushies bring snacks to life, including shrimp tempura, onigiri, and boba. Each surprise box holds one of 12 collectible characters, including rare and ultra-rare finds.
This glow-in-the-dark toy carefully balances the forces of gravity, lift, tension, and drag to fly a looped string in the air. Kids can use it to perform amazing tricks.
This five-piece set includes sustainably made instruments sized for toddlers, from egg shakers to a rainmaker. It encourages early musical exploration and fine motor development.
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Independent Toy Stores Focus on Creativity and Community
With rapidly changing tariff rates in effect and economic uncertainty lingering, specialty toy stores are navigating the same choppy waters as their vendors, learning, adapting, and evolving together as they work to fill shelves and spark joy in the hearts of little ones across the country.
Trends shift, brands come and go, and each store curates its own unique style. One thing remains constant: kids still wake up eager to play with their favorite toys. Despite the turbulence, a new wave of independent toy stores is stepping up and leaning into immersive experiences and strong community ties to bring the power of play to the masses, one toy or game at a time.
STANDING OUT, SHOPPING IN
Specialty toy stores often implement different variables to stand out from mass retailers and the immediacy of online shopping, especially in light of potential price hikes. In-store events, collaborations, and unique displays can help these stores become community centers and a family’s toy retailer of choice.
Jess Stetson, Owner and Founder of The Pieceful Project, operates two stores in Northern Illinois and has tapped into a specific niche of LEGO builders, puzzlers, and gamers. Stetson’s mission was to create a safe, educational space for community members of all ages to tap into or discover new favorites, including Dungeons & Dragons or Magic: The Gathering.
The Pieceful Project has geared itself to LEGO fans, gamers, and puzzle builders. | Source: The Pieceful Project
“What I wanted to do was to create a bright, open space where the non-traditional demographics [of game stores] could come in and learn a new game. Our Dungeon Master is a 10-year-old kid, and he knows exactly what he’s doing, he’s all over it, and he’s just absolutely dominating, but that’s not an experience he would probably get if he were playing at a different type of store.”
The Pieceful Project offers game and LEGO set rentals, consulting services, and a consignment program for kids. Families can try before they buy, while builders can enjoy sets without needing display space. Kids can consign toys and games to earn money, gaining lessons in financial literacy and communication through low-pressure, hands-on business experiences with store staff.
Familia Toys, a new specialty toy store in Salina, Kansas, hosts several events designed to draw customers away from the screen and into the store. After opening its doors in April, the family-run business has implemented different play days and collaborates with other local businesses on events.
“We have First Friday events where pop-ups come into our store, attracting a different client base as they [the other stores] advertise their following. We partnered with a dance studio/music studio in town and did a royal ball with everything ‘princess,’ including the royal ball gowns,” says Familia Co-Owner and Operator Yesica Swenson.
At Familia, little ones can create their own wish lists in person. “We are doing toy crates so kiddos, moms, couples, and more can come make a registry for birthdays, showers, weddings, etc., then their families can come in and get their items [from the crate] on a quick run in through lunch or can look longer if they want,” Swenson mentions. The team also has Train Play Day, where kids can play with BRIO products all day long, and Jigsaw Jams, where teams compete to finish a puzzle first.
While communal activities set independent toy stores apart from the fast-paced finds online, a few other factors contribute to each customer’s decision to buy in-store rather than online.
INCLUSIVE, IN-STORE OPTIONS
The warm, curated touch of a local store offers individualized benefits. At The Pieceful Project, inclusivity is a top priority. Stetson takes several steps to ensure customers can enjoy in-person shopping and access to much-needed resources. Both stores are certified through KultureCity, an organization that helps businesses become sensory inclusive. The larger of her two stores, in Cary, Illinois, has a sensory room.
“[For] people who want to lean in because they have neurological differences, my son is autistic as an example, the Cary store is often a better fit because if you’re feeling overwhelmed, you have that quieter space you can go to.” The retailer also provides a space for the Geek Therapy Guild, an organization that implements D&D as a therapy tool, to play.
Desaulniers’ store is the only independent toy store in the area. | Source: The Mulberry Moose
For toy connoisseurs like Nicole Desaulniers, Owner of The Mulberry Moose in Williamsport, Pennsylvania, opening a storefront is the first step toward magical, inclusive community experiences. Desaulniers saw a need for a local toy store, noting that families only had Walmart and other mass retailers nearby for their toy needs, and opened her storefront on Mulberry Street last summer.
“A lot of the kids here have never been in a toy store, so they come in and they’re just like, ‘wow!,’” she explains. It’s a response that Desaulniers hopes to continue hearing as she welcomes new customers and old friends.
NAVIGATING TARIFFS
At the time of publication, The White House has issued a sweeping range of tariffs on goods made outside the U.S. Toys, games, and other products relevant to the toy industry that are manufactured in other countries could face tariffs of 10-30% or higher. Since most American toy companies outsource production and several popular toy companies are based in Europe and Asia, specialty toy stores might face repercussions, but it all depends on how negotiations settle. The constant back and forth with trade policies has created difficulty and uncertainty in forecasting. For Stetson, who orders many LEGO products imported from Europe, that means scaling back on orders.
Tariffs and market volatility have a unique effect on toy stores that opened within the past year. Within the first year, specialty stores are still determining what products do well for their audience and what pricing strategy makes sense.
Desaulniers, who often introduces the community to new and interesting brands, has taken advantage of promotional deals and ordered stock in advance. “If I don’t have product, I can’t sell product, and who knows what’s going to happen, whether that’s even going to be an issue … But Hape and eeBoo, they’re two of my top vendors [at The Mulberry Moose],” she says. “I placed two giant orders with each of them, one to ship now, one to ship at their latest date.”
Familia Toys hosts events to lure in new customers and makes wishlist building even easier for kids and parents. | Source: Familia Toys
For owners who cut the grand opening ribbon right in the middle of the turmoil, it’s expected. “It is a gamble as, being new, we don’t really know our full month-to-month … given the only history we have is our opening month [April 2025],” Swenson mentions. “Tariffs are not ideal, but we are working with what we got — we really don’t know [the industry] without them, so we are just rolling with the punches.”
Despite their offerings, both product- and event-wise, most specialty stores are relying on local support as they navigate supply chain challenges. “I’m hoping we can lean on the community that we have built of people who I know want us to succeed and can help lean in on that,” Stetson adds.
STOCKING THE SHELVES
As stockrooms shift, their operators feel confident in products that draw eyes, hands, and wallets. From puppets and puzzles to costumes and candy, there are millions of options to stock. For some, the answer to “how can I fill my shelves” dates back to childhood.
Prairy Toy Store opened in April and features toys for all ages, including musical instruments, dolls, and more. | Source: Prairy Toy Store
“I started with things that my own children have and love and then went from there,” Leah Gaeddert, Manager of Prairy Toy Store in Kansas, says. Part of a larger storefront and “Prairy” brand, the toy store opened in April. It features open-ended play toys like musical instruments, dolls, baby items, and more. Gaeddert says books and stuffed animals are frequently brought to the register.
Familia’s Swenson expresses similar feelings. “We have three children ourselves and always found it hard to find good quality games and educational toys within Salina, so we would always travel outside of town to find what we wanted for our kids to have as toys,” she says.
Mulberry Moose hails Schylling’s NeeDoh, Folkmanis Puppets, and assorted baby toys as big hits, but they’re not the only big hits at the store.
“My interest is having something in the community and providing something for the community that they can’t get already… For me, just selling toys online isn’t doing it; it’s not my purpose.”
Nicole Desaulniers, Owner of The Mulberry Moose in Williamsport, Pennsylvania
“Another area that does really well for me is dress up,” Desaulniers says. “Great Pretenders has been huge. People don’t have access to that around this area, and so they’ve really enjoyed coming in and doing that.” The thrill of coming into a store and trying on a princess dress just can’t be replicated digitally.
“If something in the climate of toys changed where I would be forced into the online [store], I would close. I’m not interested in doing that. My interest is having something in the community and providing something for the community that they can’t get already,” she mentions. “For me, just selling toys online isn’t doing it; it’s not my purpose.”
STICKING TOGETHER, SPECIALTY STYLE
Specialty toy stores are banding together to serve their communities in the best way possible while navigating a contentious economic climate and ever-changing global trade policies. In Stetson’s mind, having other game stores with different audiences nearby can be beneficial to all.
“I want those people [other toy and game store owners] to be on my team because we build a stronger community together … I would much rather send somebody local than send somebody online,” Stetson says.
Following mainstream coverage of tariff concerns, and calls for advocacy from toy and game manufacturers of all sizes, the owners of new specialty toy stores have joined the chorus of voices in the industry, hoping for a change. For Desaulniers and other owners, it’s all about supporting one another.
“I’m appreciative of how the community of toy manufacturers, toy vendors, toy stores, ASTRA, The Toy Book, everyone’s coming together around this issue and really trying to figure out how we’re all going to move forward with it.”
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by Sue Warfield, President, American Specialty Toy Retailing Association (ASTRA)
Tariffs are the topic on every toy industry professional’s mind, and updates are coming every day — or, in some cases, every hour. With so much uncertainty and so much out of our control, how do we plan? How do we move forward? What can we count on?
We can count on our community. Whatever decision comes next from the White House, we will continue to feel the lasting effects of tariff volatility for the foreseeable future. But we’ve learned that being flexible, creative, and working together will sustain us, both in our businesses and in our personal lives, which, for the specialty toy community, are often one and the same.
Consistency Is Key
At ASTRA, we remain consistent in our passion and belief that play is essential to the development and well-being of children as well as adults. We remain consistent in our efforts to support fair pricing for toys and the production of safe, quality toys. We remain consistent in supporting independently owned retailers, manufacturers of all sizes, independent sales representatives, inventors, and service providers who work to make things better and more efficient for all. We remain consistent in providing a great trade show, educational resources throughout the year, and multiple opportunities to gather, both in person and through our monthly Zoom roundtables.
We will work together to survive and thrive. ASTRA is here to stay and we will continue to work with our play community as a whole to provide resources and support to get us through whatever challenges come our way.
Sue Warfield
Mission Critical
As we continue to face challenges, we will continue to have uncertainties. This is why we need each other more than ever. We need to collectively voice how important toys and play are, not only to the overall development of children, but to people of all ages. Without play, we will see a decline in creativity, imagination, and innovation. Play is essential, and safe, good-quality toys are vital to play.
As famed American psychologist Abraham Maslow said, “Almost all creativity involves purposeful play.” Instead of dwelling on what we cannot control, we should all focus on what we can do: Champion the power of play.
This is not the first disruption we’ve seen in the industry. Remember: we survived the threat of lead in toys, we survived the recession, we survived the pandemic, and we will survive the uncertainties we face today. At ASTRA, we do it through keeping consistent about our mission, harnessing the collective power of our community, and spreading knowledge about the importance of toys and play in our lives.
We will work together to survive and thrive. ASTRA is here to stay and we will continue to work with our play community as a whole to provide resources and support to get us through whatever challenges come our way.
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Specialty toy retailers have plenty to be excited about this season with a fresh crop of creative, inspiring products designed to spark imaginations and drive sales. From the world of Stranger Things comes the Limited Edition Top Trumps card game, inviting fans to battle their favorite Hawkins characters. The award-winning Air Pogo Xtreme swing offers adventurous outdoor play, while Roylco’s STEAM Infinity Tiles deliver endless puzzle fun. Savvi’s lineup includes the PAW Patrol Magic Paint Book, Mermaid Glitter Tattoos, and the Build-A-Saurus Colorups Kit — perfect for themed parties or craft days. Rival Flyer’s Woblong Double-Wing Flyer takes catch to new heights, while Clixo’s Jewelry Pack empowers kids to craft their own magnetic masterpieces. Tiny Treehouses bring whimsical DIY magic to any room, and the CookieRun Braverse TCG opens up collectible fun. With LEGO Star Wars keychains, a heartwarming holiday book, and ChildGen’s natural play dough rounding things out, specialty shops can keep shelves fresh and fans coming back for more.
Sales Contact: Kelly Gunstone, kelly.gunstone@toptrumps.com Step into the Upside Down with Stranger Things Top Trumps. Featuring 30 cards, battle iconic characters like Vecna, Eddie, and Eleven in this thrilling travel game — perfect for Hawkins fans craving mystery, Demogorgons, and adventure!
Contact: The Sultans of Swings, Fun@AdventureParks.com The Air Pogo is the most awarded swing ever. Proudly Made in the USA for more than 25 years, this is the only swing that spins, swings, and bounces. Kids can move muscles, build balance, and live with adventure!
Contact: Orders@roylcoinc.com This puzzle will make you smarter! Each 13-sided tile is designed based on the math concept of aperiodicity, meaning that the pattern will never repeat itself. This makes it a fun, brain-building toy for young and old puzzlers alike. The tiles are made with recycled plastic to ensure future puzzlers can also build…
Contact: Jeff Zeitz, Sales@LiveSavvi.com Savvi Magic Paint Books let young artists bring their favorite characters to life with vibrant colors. Featuring beloved licensed characters and Savvi-inspired themes, each book, printed in the U.S., inspires creativity through fun, imaginative brushstrokes.
Contact: Jeff Zeitz, Sales@LiveSavvi.com Make a splash with Savvi’s 50-Piece Mermaid Glitter Tattoos. This set features 50 dazzling, FDA-compliant, skin-safe designs including mermaids, seahorses, and more. This product is perfect for themed events, parties, and summertime fun.
Contact: Jeff Zeitz, Sales@LiveSavvi.com Colorups buildable Dino paper models are a fun, hands-on activity for kids. With sturdy fold-together designs, markers, and included stickers, children can create their favorite dinosaur. This product is perfect for gifts, stocking stuffers, projects, or rainy days.
Contact: Miro Bouchakian, Miro@RivalFlyerinc.com The Woblong Double-Wing Flyer takes catch to the next level. It throws easier, lifts higher, and glides farther, delivering nonstop action and seriously epic fun.
Contact: hello@clixo.com Specially designed flowers, prisms, and charms bring your jewelry creations to life with the Clixo Jewelry Pack. Whether at home or on the runway, Clixo’s flexible, magnetic pieces inspire kids’ creative confidence and foster STEAM learning.
Contact: hello@tiny-treehouses.com Welcome to the whimsical world of Tiny Treehouses, unique DIY kits that spark creativity, joy, and imagination. These sets add a magical touch to any space.
Contact: Chris Corbett, info@acdd.com The worldwide CookieRun fandom hits the tabletop. CookieRun Braverse Trading Card Game: Brave Beginning brings the much-anticipated TCG to the U.S. Brave Beginning contains 159 regular and 44 hidden cards. Each pack contains nine cards, and each display contains 28 packs.
Product Facts
MSRP:
$3.99 per pack, $97.72 per display Release Date: July 11, 2025
Contact: Chris Corbett, info@acdd.com — Each assortment contains five different starter packs: yellow, red, purple, blue, and green. Each starter pack contains 60 cards, with multiple copies of certain cards that are ready for battle.
Contact: sales@santoki.com This assortment of 175% scale replicas of LEGO Star Wars Minifigures includes Darth Vader, Stormtrooper, Chewbacca, and R2-D2. Each fully posable Minifigure stands nearly 3 inches tall. Hold the chest button to activate the LED light in each foot.
Contact: info@bookbaby.com This new storybook entertains and inspires kindness. It includes a free craft and app activity. Kids can meet Spruce and Holly and add ornaments by doing kind acts.
Contact: export@childgen.com Soft and safe, this food-grade Play Dough from Turkey delivers a premium sensory experience for kids. Free from harmful additives, it’s perfect for creative, worry-free play.
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At Basic Fun!, tapping into nostalgia is more than just a trend — it’s a mission. Known for reinventing classic toys and pioneering its long-running line of Handheld Arcade Classics, the company is leveling up this year with a bold leap into the world of home arcade machines.
“We’ve been in the handheld video game business for a long time,” says Basic Fun! CEO Jay Foreman. “We love the category and saw a gap, as did many licensors. We decided to fill the gap, and our customers have responded well so far.”
According to Dan Westcott, Senior Vice President of Global Marketing at Basic Fun!, “Expanding into Home Arcade was a natural next step. It complements our successful Handheld Arcade Classics portfolio and completes the full arcade experience.”
With prices ranging from $180 to $600, Basic Fun! is targeting families and kidult collectors alike. “The range reflects the balance between scale, quality, and value,” Westcott explains. “We focused on delivering an authentic arcade experience while keeping it accessible.”
NEWSTALGIA
That authenticity is key. Basic Fun! isn’t just slapping retro art on some generic machines. “We use original game code, cabinet designs, and true-to-arcade controls. These aren’t interpretations, they’re reproductions of the real thing,” Westcott says.
The second wave of home arcade gaming follows a boom that began in 2018 and quickly hooked a cross-generational audience eager to bring the arcade experience home. Exploring the market since then has brought a deeper understanding of what fans want. “We looked at what worked — and what didn’t — and focused on a tight offering securing some of the best, most popular games in the arcade space,” he says. And yes, the Basic Fun! team is listening online. “We’re absolutely tuned into what fans say on Reddit, YouTube, and more,” Westcott says. “It helps us stay sharp and deliver the best experiences.”
To ensure each unit delivers the true arcade experience, the company paid careful attention to everything from cabinet art to joystick feedback. “We scaled down without scaling back,” he says. “We prioritized every detail to deliver that satisfying arcade click and visual impact.”
While the cabinets use original game ROMs, Basic Fun! found smart ways to keep things premium without blowing up the price. The machines feature a mix of molded plastic and wood hybrids, true micro-switch joysticks, backlit marquees, and high-resolution screens. “Premium where it counts in the gameplay experience, smartly spec’d to stay accessible,” Westcott notes.
Connectivity features like Wi-Fi aren’t included in the initial rollout, but they are on the future roadmap. For now, the focus is on faithfully re-creating the past. Durability was also a must. “Each unit is rigorously play-tested, from ROM QA to age-tested controls and protected deck art,” Westcott says.
WWE WrestleFest brings the smackdown home later this year. | Source: Basic Fun!/The Toy Book
KEY PLAYERS
Working with legendary IP holders like Atari was another big win. “Incredible,” he says of the collaboration. “Atari is the foundation of arcade culture.” And then there’s WWF WrestleFest, a cult favorite from 1991 that returns under the WWE brand. “It’s a fan-favorite and has never been done before in the home arcade space,” Westcott says.
Some cabinets will feature single iconic games, while others will offer curated collections. Placement will vary by retail channel, with some going to the toy aisle, others to electronics. And yes, there will be retailer exclusives with alternate artwork and bonus content.
“Retailers love the approach, the nostalgic positioning, value proposition, and suite of titles,” Westcott says. The company is working on special displays, branded packaging, and online assets to help the line stand out in-store and online.
BOSS LEVEL
As for the bigger picture, this isn’t a one-and-done. “Holiday is key, but we see year-round tentpole moments to spotlight the category,” he adds. “Retail drives broad awareness, while direct-to-consumer allows us to engage deeply with fans.”
For Basic Fun!, the home arcade is more than just a side quest — it’s a full-on campaign. “We look to be the go-to No. 2 player in the category very quickly,” Foreman declares. Game on!
Centipede and Tempest from Atari come home in a new, retro form this fall. | Source: Basic Fun/The Toy Book
Arcade Classics Home Arcade Ages: 6+ | MSRP: $179.99-599.99 | Available: Fall 2025
Families can bring the retro fun of classic arcades home. With an authentic arcade experience, classic gameplay, and original cabinet art, these true-to-arcade reproductions deliver the nostalgia of the games that players loved. Arcade Classics’ new Home Arcade line includes tabletop and stand-up cabinets featuring classic games like Centipede and Tempest, as well as exclusive Atari- and WWE-licensed games.
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The Toy Association is proud to stand shoulder-to-shoulder with the specialty toy community — including independent toy retailers, up-and-coming inventors, and emerging manufacturers — by offering dedicated advocacy, curated programming, and resources tailored to their needs. At the heart of it all is our belief that every toy company, no matter its size, deserves a seat at the table and a partner that amplifies its voice.
And what better place to share this sentiment than at Marketplace & Academy, where The Toy Association partnered with ASTRA on two sessions that will provide insights on two key issues affecting the specialty sector. Join us on Sunday, June 1, in Room 225B at the Henry B. González Convention Center for the following educational discussions:
Toys & Play 2025 — Toy Association Initiatives on Behalf of the Toy Industry (10 a.m.): Specialty businesses face big challenges in today’s climate, but you’re not facing them alone. Join The Toy Association’s leadership for a conversation about how the organization is leading the charge on Capitol Hill, through marketplace events like Toy Fair, the LA Fall Preview, and beyond, on behalf of the entire industry.
Toy Safety 2025… and Beyond (11 a.m.): Dive into timely toy safety topics and learn how your business can confidently guide customers in making informed, safe toy purchases. Attendees will walk away with free, year-round safety resources, including information on smart toys, seasonal safety, and how to be a trusted voice in your community.
These sessions are just one way we’re showing up for the specialty sector, with more initiatives planned for thoughtful advocacy, innovation, and education.
The keynote address at the 2024 People of Play Inventor Pitch & Innovation Conference. | Source: The Toy Association
A Voice That SpeaksLoudly for You
Specialty businesses face the same regulatory challenges as larger companies, but often without the same bandwidth or resources to navigate them. That’s why advocacy is at the core of what we do. When harmful legislation threatens your business — whether it’s unexpected policy, burdensome compliance changes, or disruptive marketplace regulations — The Toy Association is already in the room, advocating on your behalf.
As of this writing, the most urgent issue we’re tackling is the rapidly evolving global tariff landscape. We’re aggressively advocating on behalf of the industry, leading a global coalition of associations calling for toys to be excluded from this trade policy. The Toy Association continues to raise the profile of the toy industry, the value and importance of play, and the need for an exclusion from tariffs with the current administration, key policymakers, and stakeholders.
We work year-round with lawmakers, regulatory agencies, and international partners to oppose harmful legislation and advocate for sensible safety standards so that your business can continue to deliver joyful, safe play. When threats to the industry arise, The Toy Association acts fast and speaks loudly.
By supporting and scaling the reach of POP, we’re creating a space where inventors and creators have the same access, exposure, and connection as anyone else in the industry."
— Bernadette Boyle
Innovation Starts Here:People of Play
Creativity is the lifeblood of this industry, and nowhere is that clearer than in the world of inventors and designers. That’s why, through People of Play (POP), we’re creating a stronger bridge between innovators and manufacturers, working to ensure that great ideas never get lost in the shuffle.
The annual POP Global Inventor Pitch & Innovation Conference, taking place Nov. 5-8 in Rosemont, IL, is the largest event of its kind in the world. It’s the worldwide stage for toy and game inventors to share their ideas, connect with companies, and potentially launch the next big hit. It’s a gathering of imagination and industry where ideas spark opportunities, and smaller players get their shot.
By supporting and scaling the reach of POP, we’re creating a space where inventors and creators have the same access, exposure, and connection as anyone else in the industry.
We know those in the specialty business wear many hats. That’s why we offer a robust library of resources made specifically for small businesses and independent creators:
On-demand education: Members gain full access to our webinar archives, covering everything from advocacy 101 and website compliance to the ABCs of brand licensing.
Tailored content: Our recently launched sessions with Amazon guide toy manufacturers through getting started in its online store and navigating fulfillment by Amazon — two crucial areas for growing specialty businesses in today’s ever-changing retail landscape.
Safety Education Program: Our signature training equips participants with a deep understanding of U.S. and international toy safety regulations, giving you the confidence and knowledge to remain compliant.
And we’re not done. We’re constantly developing new resources based on your needs, because when you succeed, the entire industry moves forward.
At The Toy Association, we see you and we’re here for you. Whether you’re bringing your first product to market or looking to expand your reach, our mission is to give you the tools, support, and voice you need to succeed and ensure your business is protected and empowered now and in the future.
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They say that “Everything’s bigger in Texas,” and that includes the conversations happening at ASTRA Marketplace & Academy as the specialty toy industry rides into San Antonio this week.
While the show floor buzzes with hopeful optimism and hundreds of exciting new toy and game reveals, there’s an unmistakable tension hanging in the air. Tariff worries are back, and for many in attendance, the looming threat of new taxes on toys and games means tighter margins, delayed deliveries, and big decisions ahead.
At press time, imports from China face at least a 30% tariff, down from the devastating 145% duty, amid ongoing trade negotiations. Meanwhile, the majority of additional “Liberation Day” taxes hold firm at 10% on imports from most countries amid a 90-day pause that lifts on July 31. Still, the future is a wild card.
FROM TARIFF-IED TO TARIFF-FREE
Uncertainty is why we’re seeing increased interest in American-made playthings, as retailers look for reliable sourcing strategies to keep shelves stocked heading into the back half of the year and the holiday season. The “Made in USA” stamp is taking on new weight, not just as a badge of pride, but as a strategic move to outpace global uncertainty. On page 48, you’ll find a curated assortment of tariff-free toys that are in stock and ready to rock from domestic suppliers.
As tariffs reshape the industry, they’ve also shaped this issue. Be sure to check out the latest on how ASTRA (page 20) and The Toy Association (page 22) are supporting their members and keeping the play community connected and informed in an era where the world can change overnight. And while the economic landscape may be shifting, independent toy stores aren’t standing still. New shops are still opening their doors from coast to coast, proof that creativity and community can still power growth, even in the face of a challenge. While policies change, kids and families still need great play experiences, and retailers are adjusting to ensure that holidays and other gift-giving opportunities remain filled with joy. On page 30, Associate Editor Samantha Connell speaks with a group of new retailers who are answering the call.
And they’ll answer that call with a mix of new and classic products that are easy to get excited about! This issue is packed with first looks at hundreds of toys and games headed to retail later this year — including a major, Toy Book-exclusive reveal from Basic Fun! (page 46) that’s already generating buzz across mass and specialty retail channels.
We also have the latest intel on the resurgence of slime and compounds, a look back at 50 years of Schylling, and a spotlight (complete with a tariff-related pivot) on Solobo Toys.
As always, we have actionable insights from Circana in Stat Shot, a look at the legal side of the business in Raising the Bar, and an update from the Ethical Supply Chain Program in Compliance & Regulations. Additionally, Shore Buddies founder Malte Niebelschuetz checks in with thoughts on how tariff troubles could spark a more sustainable supply chain (page 94). And toy history buffs won’t want to miss Flashback and Pop Quiz!
Looking ahead, The Toy Book’s Pulse of Play Awards returns in 2026, and the nomination window opens later this month. Our team is also hard at work on this year’s Action & Adventure (submit now!) and LA Fall Toy Preview (submit now!) issues.
If you’re in San Antonio this week, look for members of The Toy Book team on the show floor. We’ll be there with you as the specialty toy industry shows up with grit, heart, and a whole lot of play — the kind of big kid energy we could all use more of right now. This isn’t our first rodeo, so hold on, and let’s rock!
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