It was 1984. The dust hadn’t quite settled from the Cabbage Patch Kids craze of ‘83 and brands like Care Bears, Masters of the Universe, My Little Pony, and G.I. Joe: A Real American Hero were dominating toy aisles. Despite the emergence of new brands that eventually became cultural icons, the toy industry faced challenges and found itself at a turning point on the cusp of an evolution to become something bigger.
In New York, industry veteran Harvey Stern, a former toy buyer with a dozen years of experience leading a toy trade publication, was plotting a different evolution. With a scrappy team including publishing partner Judy Basis and Executive Editor Milt Schulman, Stern started his own magazine: The Toy Book — “A Toy Department in Print.”
The Toy Book’s first print issue, Volume 1, No. 1, debuted at Toy Fair in February 1985 as the industry celebrated the record growth of ‘84.
Hailed as “a new and dynamic communications vehicle” for the toy industry with “a primary editorial thrust” for toy buyers and industry executives “in the U.S. and Canada,” the magazine changed the landscape of what a toy trade could be. Its coverage scope was wider. Its reach was bigger. And how the content was put together — by department versus by manufacturer — was revolutionary.
CHANGING WITH THE TIMES
After four decades on the pulse of play, The Toy Book is kicking off its 40th volume with this special edition of The BIG Toy Book, the annual issue that, until the COVID-19 pandemic hit in 2020, was timed with Toy Fair in New York. As Stern once said in his “Publisher’s Viewpoint” column, “Bigger isn’t necessarily better, but better makes it bigger,” and that’s certainly the case this year.
From our first-ever, hand-drawn editorial cover by packaging designer Kenny Kiernan to the final words in Flashback, this issue is a collectible time capsule that celebrates the industry we love and serve with timely features and actionable data. And, since The Toy Book isn’t alone in reaching a milestone this year, we’re setting the stage for a year-long celebration of some big brands that you won’t want to miss, starting with Hasbro’s Transformers (pg. 66) and Hallmark’s Rainbow Brite (pg. 92).
Our annual State of the Industry roundtable begins in a new format on page 36 and continues online with extended commentary from each participant available at toybook.com. Look for additional conversations in our 2024 Licensing, Specialty, and LA Preview issues.
Looking back on four decades of toy history, it’s clear that “evolution” is a key element not just in the success of the industry, but in the longevity of The Toy Book itself — and a “Toy Book evolution” is something that I promised upon taking the helm as Editor-in-Chief two years ago. It’s a promise that we delivered on last year, growing readership with a refreshed magazine, a new website, and a host of new features. But we’re not done yet!
I’ve often likened our company, led by Chief Toy Officer Laurie Schacht — Stern’s daughter — to a “40-year-old startup.” And evolution, yes I said it again, is in its DNA and continues this year.
As the leading and longest-running trade publication serving the toy industry in North America, The Toy Book remains committed to supporting the business of play in new and innovative ways. In the months ahead, you can expect to see new and updated product offerings that our team has been working on and we can’t wait to share them with you as The Toy Book enters its fifth decade.
Let’s rock 2024 together!
A version of this story appeared in the 2024 edition of The BIG Toy Book. Click here to read the full issue. Want a copy in print? Click here for back issues and subscription options.
