From the days of the Atari 2600 to the launch of the Xbox Series X|S, Nintendo Switch, and the PlayStation 5, video games became a staple in most people’s lives. Kids and adults alike can power on their gaming consoles to envelop themselves in new worlds full of adventure from the comfort of their couches. For a moment, you can be a speedy hedgehog racing to save the day, a friendly plumber trying to rescue a princess, or even a martial artist looking for a fight.
“Fandom is rooted in people identifying with a character and embodying characteristics that make them unique and they aspire to obtain,” says Craig Drobis, Senior Vice President of Marketing at JAKKS Pacific, which creates licensed products for video game franchises like Sonic the Hedgehog. “The added point of personal connection from video games is that the consumer is that character.”
These characters that we know and love are having a moment this year with TV and film adaptations. Fans have seen The Last of Us, Halo, Super Mario Bros, and more on screens in new and exciting ways, and other video games, like Gran Turismo and Five Nights at Freddy’s, will hit the big screen this fall. It’s also been a big year for off-screen adaptations, with companies creating more physical products like toys, games, and collectibles.
“Toys and collectibles help bridge the gap from digital to reality and are the perfect way to complement those experiences by giving gamers a tangible way to bring key in-world moments, characters, and environments to life,” says Gerhard Runken, Senior Vice President of Brand and Marketing, Jazwares, which launched new products based on the mobile game Roblox this year.
While video games do a great job of creating new worlds and characters, absolutely nothing can beat a kid’s imagination. With toys based on their favorite games, kids expand upon these video game worlds with their own stories and brand-new adventures.
We’ve curated a roundup of new products that can help foster creativity and imaginative play in ways that stay true to the original worlds that game makers designed. These game-inspired toys and collectibles will journey to retail shelves throughout this year from the worlds of Minecraft, Street Fighter, Adopt Me!, Crash Bandicoot, Sonic Prime, Halo, Doom, and more.
Game on!
NEW VIDEO GAME TOYS FOR 2023
THE LEGO GROUP
Donkey Kong’s Tree House Expansion Set | Ages: 8+ MSRP: $59.99 | Available: August 2023
Kids and collectors can build a colorful jungle level with this 555-piece set. It features a buildable TV, a radio, a secret compartment, and Donkey Kong and Cranky Kong figures.
JADA TOYS
Street Fighter II 6-inch Action Figures | Ages: 8+ MSRP: $24.99 | Available: Summer 2023
Get ready for the ultimate Street Fighter II showdown. Ryu is in full force battle mode with his blue fireball Hadouken, and Fei (pictured) includes his secret weapon, a “kick fire” accessory. Each comes in arcade-inspired packaging, features multiple points of articulation, and is equipped with removable heads and hands. More figures are on the way soon.
FUNKO
Five Nights at Freddy’s: Security Breach Sun 7-inch Plush | Ages: 5+ | MSRP: $12.99 | Available: Summer 2023
Kids can collect cuddly versions of their favorite Five Nights at Freddy’s: Security Breach characters, including Sun. This detailed plush is made from soft fabric and is 7 inches tall.
HEADSTART INTERNATIONAL
Crash Bandicoot 2.5-inch Action Figure Smash Box Surprise | Ages: 5+ | MSRP: $5.99 | Available: Now
Kids can smash the crate to discover one of 11 collectible characters inside. The 2.5-inch figure assortment includes exclusive metallic variants and a limited-edition Golden Crash Bandicoot.
PMI KIDS’ WORLD
Sonic Prime 8 Pack Deluxe Box (S1) | Ages: 7+ | MSRP: $19.99 | Available: Summer 2023
PMI’s Sonic Prime line expands with this Deluxe Box figure assortment. Each box contains eight 2.5-inch-scale figures, two of which are mystery packed. There are 16 different figures to collect.
MOOSE TOYS
Treasure X Minecraft Nether Quest | Ages: 5+ | MSRP: $9.99 | Available: July 2023
Brew, discover, and craft, if you dare. These single packs come with everything kids need to craft a Minecraft character, including dissolving magic paper that fizzes to create one of two new potions: Fire Resistance Potion or Leaping Potion. There is a one in 24 chance to find the “Gold Carrot,” which is dipped in real gold.
TOMY
Pop Up Mario Ages: 4+ | MSRP: $15.99 Available: Now
Up to six players pop into action with this game inspired by Super Mario Bros. It features three ways to play: classic play, coin collection, and team play.
MATTEL
MEGA Halo UNSC Elephant Sandnest Ages: 13+ | MSRP: $199.99 | Available: Now
This 2,040-piece building set includes five 2-inch Halo action figures: the Master Chief, Sgt. Johnson, Lord Hood, and two UNSC Marines. Kids can open the back end to reveal a large, bilevel defense base with a fortified wall, a turret, and a swivel crane.
FANATTIK
Doom Disc | Ages: 3+ MSRP: $30 Available: Fall 2023
Limited to just 1,993 pieces, this metal replica of the Doom Disc is heavily embossed and features a display stand within its distressed box.
JAKKS PACIFIC
Sonic Prime Collection | Ages: 3+ MSRP: $14.99-39.99 | Available: July 2023
JAKKS Pacific enters the world of Sonic Prime with a full range of products inspired by the Netflix animated series. Kids can collect 2.5- and 5-inch-scale articulated figures (pictured), a 13-inch plush, and the Angel’s Voyage Ship Playset.
JAZWARES
Adopt Me! Feature Plush Neon Unicorn | Ages: 6+ MSRP: $24.99 Available: Now
Three different light modes bring the magic of the Roblox game to the toy box with this 12-inch plush. Kids can press its ear to activate light-up features in its horn, mane, tail, and hooves. Each plush includes an exclusive virtual item code for the game.
A version of this article was originally published in the 2023 Licensing & Entertainment 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!
