SkylandersPopFizzOh, Valentine’s Day—the holiday people love, and the holiday people love to hate. Whichever way you see it, Valentine’s Day is at least a good enough excuse to eat a lot of chocolate, binge-watch romcoms, snuggle up with your favorite plush, and play with Valentine’s Day-themed toys.

According to a Valentine’s Day consumer survey conducted by Daymon Worldwide, 43 percent of consumers plan on spending more than $50 on gifts this year, while 44 percent of consumers surveyed are planning on giving products as gifts.

As the Toy Industry gears up for the most romantic day of the year, here’s what some companies are doing to get in on some of that V-Day love from consumers:

Activision: For its Skylanders franchise, Activision will introduce Skyland’s newest stud, Love Potion Pop Fizz (pictured at the top). This husky, pink guy is available just in time for Valentine’s Day, but only for a limited time! In addition, Skylanders fans can show their love for friends and family members with signature Valentine cards. They’re available at major retailers.

CloudB.GlowCuddlesBearCloud B: A super-soft plush companion for little ones is always a great alternative to candy and chocolate. With Cloud B’s Glow Cuddles Bear, just a little hug makes this sweet bear give off a soothing heart-shaped glow to help ease kids’ fears of the dark. The bear also subdues sleepers with the calming rhythm of a heartbeat. Includes sleep timers for both the sound and glow features.

BuildABear.SweetSmilesHuggableHeartsKittyBuild-A-Bear Workshop: For the second year in a row, Build-A-Bear Workshop will commemorate Valentine’s Day by offering consumers the opportunity to “Share Your Heart” by making a donation to help Make-A-Wish grant life-changing wishes for children with life-threatening medical conditions. From now through March 31, guests in the U.S., Canada, the UK, and Ireland can make a donation (large or small) at checkout and will then be asked to sign a Valentine greeting for a child in a local hospital. A full 100 percent of the donations and funds from the satin hearts collected will benefit Make-A-Wish.

In addition, there will be a variety of bears available to delight any Valentine. Choose from Love you Huggable Hearts Puppy, who can be dressed in a Tuxedo Tee, Classic Jeans, and Black Canvas High-Tops with an I Love You Heart Pillow; Sweet Smiles Huggable Hearts Kitty, a furry pink friend complete with a Fuchsia Heart Sparkle Dress; Wild About You Bananas Monkey; All About Love Strawberry Monkey; Hugs For You Camo Bear; and Sweetheart Pink Camo Bear.

DouglasCompany.RosieBearDouglas Company: Just in time for Valentine’s Day, Douglas Company is releasing a line of Cupid Cuties plush, which range from 5.5- to 10-inches tall and are all cuddly, cute, and pink. Consumers can choose from Rosie the Pink Bear, Candy the Pink Dragon, Peppy the Puff Monkey, Rose Bud the Pink Unicorn, and Dotty the Pink Pig. The line will be available at specialty retailers in the U.S. and Canada.

PlayDateDigital.MLPHeartsandHoovesDayPlayDate Digital: For a limited time only, the My Little Pony: Hearts and Hooves Day app will be on sale for a special low price. In addition, PlayDate Digital will give fans three chances to win a $50 iTunes gift card in celebration of Valentine’s Day.

For more commentary from Deanna, check back often. Views expressed in this column are solely those of the author and do not necessarily reflect the views of The Toy Book as a whole. We hope that you will share your comments and feedback below. Until next time!