What is innovation? That question repeatedly pops up year after year as the global toy industry gathers to share insights. The word “innovation” is ubiquitous. Manufacturers seek it. Retailers demand it. And consumers — it depends on the mood of the day.
At its simplest, innovation is a new idea. As the saying goes, “Build a better mousetrap.” Innovation can present opposite ideals on a more complex level; think of it as high-tech and low-tech. The next great toy may use technology we haven’t heard of, or it can be as simple as a sticker on a roll — a Sticki Roll.
Over the next few months, numerous gatherings will offer countless opportunities to discover new products. Whether it be shows in Hong Kong, London, or Nuremberg, ToyFest in Las Vegas, Toy Fair New York, or one of the many regional trade fairs and gift shows, manufacturers and retailers will connect to debate and collaborate.
Product discovery can start right here in the pages of this very magazine, as dozens of manufacturers proudly submitted what they consider to be their most innovative products. Are they genuinely innovative? Much like beauty, that’s left to the eye of the beholder, and your mileage may vary greatly.
PRESTIGE WORLDWIDE
Our International Innovation issue continues as we spin the globe for updates on Hong Kong from Chris Byrne, Australia from Tony Bugg, and Nuremberg from the team at Spielwarenmesse eG. Circana checks in with Stat Shot data from the U.S., Canada, Mexico, and Brazil, while our first Toy Book Canada column features insights from Jazwares’ Daren Brandman and an update on tax-free toys (yes, you read that right).
Back home, Toy Insider Co-Editor-in-Chief Marissa Silva catches up with preschool superstar Ms. Rachel and the Spin Master team to discuss the development of an all-new toy line, while Associate Editor Samantha Connell examines the resurgence of digital pets and the new offerings in that space.
40+ YEARS ON THE PULSE OF PLAY
This issue marks the cusp of a new chapter for The Toy Book. Our first issue of 2025 closes the books on our landmark 40th volume as our growing team is back in the lab working on The BIG Toy Book, debuting March 1 at Toy Fair New York.
The annual “Bible” will offer insights from the industry’s top thought leaders while honoring the winners of The Toy Book’s inaugural Pulse of Play Awards.
Having seen many new products set to hit retail later this year, 2025 is a turning point for the U.S. toy industry. While the numbers for 2024 won’t be finalized until later this month, 2025 is poised to be a historic year in which the industry can return to real growth … in theory.
The return of President Donald J. Trump to the White House brings a new administration and a variety of wild card variables led by the will-they-or-won’t-they possibility of tariffs. At minimum, tariff talks are just that — a lot of talk resulting in a lot of unnecessary work and expense. On a larger scale, they could prove catastrophic, particularly for small- to mid-sized companies that can’t afford a loss of sales volume due to higher prices and can’t eat the cost within already thin margins. It’s déjà vu circa 2019; the talk of nearshoring and reshoring is a hot topic, and more companies are actively seeking production capacity outside of China.
In the meantime, look for members of The Toy Book team at many of the industry’s biggest trade shows and special events. We’re seeking the same thing that all of you are: Innovation.
Let’s rock 2025 and make it a year long remembered!
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A version of this feature was originally published in The Toy Book’s 2025 International Innovation Issue. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
