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.
COMMUNITY AND CREATIVITY
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!
Stay on the Pulse of Play!
A version of this feature first appeared in The Toy Book‘s 2025 Specialty Toys & Gifts Issue. Click here to read the full issue!
Want The Toy Book delivered straight to your desk? Subscribe here and never miss a beat in the world of toys and play! Get seven big issues in print each year.
