No matter how the calendar shifts or how the market ebbs and flows, there’s something fitting about starting a new year in Manhattan with the business of play in motion. Last year, Toy Fair made a triumphant return to the first quarter, and now it’s back in its traditional February time slot for the first time since 2020.
This year’s edition of The BIG Toy Book kicks off The Toy Book’s 42nd volume. Our first issue debuted at the North American International Toy Fair in February 1985, and while much has changed since then, the fundamental spirit of play remains the same. In these pages, you’ll find that spirit reflected across brands, retailers, inventors, analysts, and creators who continue to drive the industry.
MILESTONE MOMENTS
Mattel’s American Girl turns 40 this year, and we explore how the brand still connects with kids and collectors in a way few brands can. We also take a look at the America250 licensing push as the country counts down to its 250th birthday, a rare opportunity for history, product development, and retail strategy to come together on the same stage. And, with the FIFA World Cup fueling big interest in soccer, we’re checking out all the latest developments as the sport runs from the pitch to the playroom.
New voices and brands also emerge. Jasey’s Toy Chest makes its Toy Fair debut, presenting a full range of products created by industry veterans, while Bonkers Toys bets big on the next wave of digital-first creators to connect with preschoolers and power sales. We’ll also learn how one kid created a sweet new game that’s scoring a win with retailers and players alike, and how Moose Toys is bringing former NASA engineer Mark Rober’s CrunchLabs to toy departments everywhere. Artist Kenny Kiernan’s latest cover holds even more clues to a big year.
PACKED WITH PLAY
Our annual State of the Industry Q&A series returns, with executives sharing their insights on market conditions, key wins, design philosophies, and strategic realities. This year, we’re also debuting two new departments: The Hobby, centered on the explosive growth of trading cards and related collectibles, and The Design Shop, spotlighting the creators and innovators shaping the next wave of toys and games. We’re also celebrating the winners of The Toy Book’s second annual Pulse of Play Awards.
FROM IDEAS TO ICONS
We’ve been hinting at it for a while, and this issue makes it official: The Licensing Book is back in print! Our former sister publication, which debuted in 1983, has been on vacation since 2018, and is back in action as a section within the pages of The Toy Book. Its return to print is the direct result of industry and reader feedback and requests, and we’re excited to explore new possibilities and categories as The Licensing Book stands tall within our Adventure Media & Events portfolio, alongside The Toy Book, The Toy Insider, and The Pop Insider.
PLAYING FOR TOMORROW
It would be remiss of me not to acknowledge that the toy industry has survived another year of challenges — including continued tariff uncertainties — reminding us, yet again, that resilience is one of play’s most reliable traits.
We live in tumultuous times, where political division dominates headlines, and childhood years shrink as kids grow up faster. It’s important to remember that no matter which side of the aisle you’re on, one thing that nearly everyone can agree on is that they all want the best for their kids. We all play a role in that story, and no matter where you fit in the toy industry ecosystem, in the end, we’re all doing our part to put smiles on faces. As Bill and Ted once said, “Be excellent to each other!”
I’ll see you on the next page.
Stream The Toy Book‘s From the Editor Playlist
A curated playlist of songs referenced in James Zahn’s From the Editor columns — the soundtrack behind the pages of The Toy Book. Stream it today, exclusively on Spotify.
Stay on the Pulse of Play!
A version of this feature first appeared in the 2026 edition of The BIG Toy Book. Read the full issue here!
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