A comic book-style M.A.S.K. ad placed in The Toy Book by Kenner Parker Products in 1985.

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LA Fall Toy Previews: Radical Retro: M.A.S.K. Toplines The Loyal Subjects’ Totally Outrageous Hasbro Legacy Line in 2025

The Loyal Subjects’ TLS Toy brand expands in a big way next year.

September 9, 2024 by James Zahn

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As The Toy Book’s 40th anniversary rolls on, another batch of classic brands featured in the pages of its earliest issues are ready for a reboot.

Following the successful relaunches of Rainbow Brite and Strawberry Shortcake, The Loyal Subjects inked a deal with Hasbro to give the same treatment to a host of legacy brands, including My Buddy, Jem, My Pet Monster, Popples, R.O.M. the Space Knight, and the oft-requested M.A.S.K.

M.A.S.K. has all the crazy features, vehicles, small figures with removable helmets, closed-box packaging with that killer logo splash, artwork, and product shots — all coming back. They’re in the same scale, and we’re serving it hot and fresh like ‘85 never left.”

— Jonathan Cathey, Founder and CEO at The Loyal Subjects

An early look at Jem from TLS Toy | Source: The Loyal Subjects

Playskool’s My Buddy, A Real Pal by TLS Toy | Source: The Loyal Subjects

The Loyal Subjects is showing off its 2025 line to retail buyers behind closed doors during this month’s LA Fall Toy Preview. Additional details on these lines and other licensed products, including Teletubbies and Carmen Sandiego will be revealed in the months ahead.

A version of this feature was originally published in The Toy Book’s 2024 LA Fall Toy Preview Issue. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book and Co-President of The International Toy Magazines Association (ITMA). He is also a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC), New York Comic Con, Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.