Action. Adventure. The unexpected twists that keep things moving forward or send us right back to square one.
If there’s one thing the toy and game industry knows all too well, it’s that the journey is rarely a straight line. And right now, with tariffs continuing to dominate headlines and decimate our industry and others, toymakers and retailers hope this particular plotline gets a rewrite. It’s an unwelcome sequel to a story we’ve already seen, with the same stakes: increased costs, uncertainty, and ripple effects that touch every part of the play ecosystem. The adventure continues, but this is one chapter we’d all rather skip.
Still, the spirit of action and adventure continues to shine through in better ways, and that’s what our new issue is all about. From action figures and vehicles to outdoor toys and tabletop games, we’ve packed it with previews and exclusives that channel the bold energy and innovation that fuel the industry.
FROM STEALTH TO SHELF
We’re kicking things off with a toyetic twist on two evergreen genres as MGA Entertainment pulls back the curtain on Ninjombie, a comic book-inspired action figure line that blends martial arts and the undead in unexpected ways. Ninjas and zombies? It’s as wild as it sounds, and it’s hitting shelves just in time to spark imagination — and maybe some slime-splattered chaos — in toy departments everywhere this fall.
On the legacy front, ThunderCats roars back into the spotlight. In this issue’s Backstory, author Sean McKeone explores how the franchise has endured for generations, from classic cartoons to modern action figures. It’s a deep dive into a brand that has proven itself more than a flash in the pan — a true icon in toys and entertainment for 40 years.
We’re also marking a milestone for Moose Toys’ Little Live Pets, which celebrates a decade of interactive companions. From chirping birds to lifelike critters, this brand has found a special place with kids, and this fall, Moose introduces Ouchies, a new sub-line that fosters compassion and healing. Samantha Connell has the story (pg. 26).
GREEN IS THE NEW GOLD
Beyond the realm of battle-ready beasts and heroic tales, another trend is quietly growing — quite literally. Katherine M. Hill’s feature on botanical and gardening-themed toys (pg. 38) spotlights a blooming category that’s been gaining traction with retailers and families. These toys plant the seeds of imagination, nurture creativity, and reflect a growing consumer interest in wellness and nature. This trend is one garden worth digging into, especially if you want to grow some green at the cash register.
GAMING WITHOUT GATEKEEPING
Meanwhile, as Gen Con opens its doors in Indianapolis, Ashley Pelletier chats with some people and companies working to make gaming more accessible (pg. 28). From simplified rule sets to thoughtful design, game makers are crashing barriers and welcoming new players to the table. Action and adventure aren’t just about what’s on the board, but who gets to play.
As always, we have exclusive content from The Toy Association, ASTRA, and Circana, alongside legal insights from Stephanie Pottick in Raising the Bar and a fresh Pop Quiz with Wendy Smolen.
WHERE 2026 TAKES SHAPE
Looking ahead, our September issue debuts at the LA Fall Toy Previews, and you won’t want to miss it! And don’t forget that nominations for the 2026 Pulse of Play Awards are open now. If a product, person, or program is pushing the industry forward, put it on our radar.
Like any great adventure, this one’s full of action, challenge, and opportunity. How you approach it? That’s up to you.
We’ll see you on the next page.
A version of this feature was originally published in the 2025 Action & Adventure Issue of The Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
