Blog - Page 10 of 1502 - The Toy Book

Digitoonz Media & Entertainment Spain, Morgana Studios Join Forces for ‘YugiBao’

Digitoonz Media & Entertainment Spain and Morgana Studios are partnering to develop the new entertainment brand YugiBao.

Together, the two brands will create a multiplatform universe featuring new content production, global distribution, and phygital experiences.

This collaboration not only allows us to combine our creative strengths but also aligns with our mission to create content that resonates globally across multiple platforms and generations. We believe in the power of the YugiBao brand: it has all the right ingredients—appealing high-quality visual storytelling, a 360-degree brand strategy, and an established community. Now it’s time to expand its universe, and together, we envision an exciting future for YugiBao.”

Maria Bonaria Fois, President of Digitoonz Spain

The brand will initially focus on developing gaming experiences for a preteen audience before developing an animated series for younger audiences and a consumer products program, including collectibles, trading cards, and other licensed products.

“YugiBao embodies everything we look for in an IP: compelling storytelling, the playability of its characters, strong potential for licensing and merchandising development, and the ability to connect with audiences worldwide,” says Vikas Kumar, Founder and CEO of Digitoonz

“Finding a partner like Digitoonz, who not only shares our creative vision but also sees the powerful potential of YugiBao, has been invaluable,” says Miguel Cabañas, CEO of Morgana Studios. “Together, we’re not just creating a brand; we’re building a vibrant universe that will captivate and connect with young audiences everywhere. With this partnership, YugiBao has everything it needs to break through and become a global phenomenon.”

YugiBao started as an exclusive NFT collection featuring 1,600 3D characters designed by Morgana Studios. In the YugiBao universe, YugiBaos have evolved into sentient creatures that protect themselves with MechBaos, robotic armor that shields them from their environment.

Surge Brands Is Global Licensing Agent for Crazy Aaron’s

Surge Brands has been named the global licensing agent for Crazy Aaron’s, the longstanding company behind Thinking Putty, Land of Dough, and Slime Charmers.

Under the new appointment, Surge Brands will lead Crazy Aaron’s products from toy shelves to diverse product categories, including arts and crafts, apparel, candy, soda, and home furnishings.

“The creativity and sensory appeal of Crazy Aaron’s products lends themselves perfectly to other consumer products categories like apparel, toys, food, home décor, and beyond,” said Aaron Muderick, Founder and President of Crazy Aarons. “Together with Surge Licensing, we’re excited to bring that same sense of wonder, playfulness, and discovery to new product offerings, deepening fans’ connection to the Crazy Aaron’s experience.”

Crazy Aaron’s products are available in six continents and offer consumers unique sensory and tactile experiences through magnetic and UV-reactive putty, stress-relieving scents, and DIY kits. Thinking Putty is non-toxic, silicone-based, and never dries out, while Land of Dough features natural color and compostable packaging.

“Millennials, who make up a significant portion of Crazy Aaron’s shoppers and are parents of our core audience of kids aged 6 to 13, are a key focus for our initial licensing strategy,” said Ari Freedman, Vice President of Surge Brands. “This demographic is highly influenced by social media, which is central to Crazy Aaron’s marketing strategy. We will leverage this influence to drive engagement and retail purchase.”

Crazy Aaron’s celebrated its 25th anniversary last year. For more information about its portfolio, visit crazyaarons.com.

Toy Business Forum Unveils New Concepts to Celebrate 20th Anniversary at Spielwarenmesse

The Toy Business Forum is celebrating its 20th anniversary next year.

Since its beginning, Toy Business Forum has been the first place attendees think of for toy expertise at Spielwarenmesse.

Celebrating two decades in the industry, the Toy Business Forum will revise its overall structure and introduce some new elements to its space at the fair.

Toy Business Forum, which will be in Hall 3A, is revamping its approach to the show by providing a stage for knowledge, discussion, and inspiration.

Toy Business Forum has been a part of the industry for 20 years. | Source: Spielwarenmesse

Attendees can expect Toy Business Forum to host a wide range of programs at this year’s fair. New elements such as Tuesday’s ToyPitch for the press, Wednesday’s presentation of the ToyAward, and “Exhibitors on Stage” presentations are some of the events that will take place. There will also be a “fireside chat” between Spin Master CEO Max Rangel and the Spokesperson of the Executive Board at Spielwarenmesse eG Christian Ulrich.

Another noteworthy presentation on the Toy Business Forum schedule will be a “Trend and Trade Talk” where Axel Gottstein, CCO of sigikid, and Christian Krömer, CEO of Spielwaren Krömer and Toysino, discuss if the specialist toy retail trade is still a relevant practice in 2025.

In addition, there will be “Trend and Trade Talks” throughout the week on subjects such as “kidults” and the German retail landscape. Industry sustainability discussions and new insights into the Chinese and Indian markets are also scheduled.

While Toy Business Forum’s presence at Spielwarenmesse will remain with the same name and location, the new design, speaker lineup, and networking opportunities will be fresh to attendees who have seen them at Spielwarenmesse in the past.

Spielwarenmesse is an international toy fair that takes place annually in Nuremberg, Germany. It will be held from January 28 to February 1, 2025, and members of The Toy Book team, including Vice President & Group Publisher Jackie Breyer, Editor-in-Chief James Zahn, and Executive Director of Sales & Marketing James “JD” Devin will be in attendance.

For more information on Spielwarenmesse and Toy Business Forum, including the schedule of new programming, visit www.spielwarenmesse.de/en/toy-business-forum.

The Toy Association Shares Tips for Toy Safety Awareness Month

November is Toy Safety Awareness Month. The Toy Association and the toy community have joined forces to promote safety tips for shoppers, parents, and caregivers, emphasizing counterfeit toys and a safe toy checklist.

“Genuine toys sold by reputable brands comply with tough federal safety standards that protect children at play, while counterfeits often fail to meet safety standards, posing a serious risk to kids,” said Joan Lawrence, The Toy Association’s “Toy Safety Mom” and SVP of Standards and Regulatory Affairs.

But toylike items are a concern: accessories with high-powered magnets, balloons, and button cell batteries pose a danger. Toy safety is a year-round issue, so The Toy Association produced “Toy Safety 365 Days a Year,” a video with footage from a toy testing lab and advice from Lawrence and a pediatric emergency medicine physician about safety at home.

“Toy Safety 365 Days a Year” from The Toy Association

Shoppers and caregivers are asked to be mindful of counterfeit toys and toys from untrustworthy sites online. Gift buyers should also be mindful of following age labels on toys and safety guidelines after receiving a gift. Small parts are a hazard for children and kids who chew on toys, and packaging is also hazardous.

The Toy Association’s Shopping Checklist for Families. | Source: The Toy Association

“Particularly when shopping second-hand, buying from an unauthorized third-party seller, or accepting a hand-me-down from a well-meaning family member or friend, be sure to check that the toy has not previously been recalled,” said Lawrence.

For more information on toy recalls caregivers and adults can learn more at CPSC.gov/recalls. For more about The Toy Association Toy Safety Awareness Month, visit playsafe.or g.

Retail Nostalgia: KB Toys is Back in Action as Firefly Brand Management Leads Licensing Efforts

One of the biggest names in toy retail is marching back into the public eye.

KB Toys, once a staple in malls across the U.S. for decades, is taking another shot at a comeback, this time through licensing.

Firefly Brand Management inked a multicategory licensing deal with MH Enterprises on behalf of KB Toys and its owner, Strategic Marks, to reignite the brand’s presence in the U.S. market.

We are extremely excited to bring such an iconic brand back to the forefront of the industry. KB Toys is a cherished brand for many, and through this partnership, we aim to create a unique range of products that both celebrate its legacy and engage a new generation of consumers."

— Cynthia Modders, President at Firefly Brand Management

Under the new agreement, MH Enterprises takes the lead as the master toy partner for the KB Toys brand and can extend its reach across apparel, decor, enamel goods, paper goods, and drinkware. Additionally, MH Enterprises holds rights to use the KB Toys name, logo, and brand in comic books, for live convention events, and a digital substack newsletter.

The KB Toys store design may also be used for immersive experiences.

The iconic retail brand was founded in 1922 by Harry and Joseph Kaufman as Kaufman Brothers, a wholesale candy store that eventually shifted its focus to toys and began operating as Kay-Bee Toy & Hobby. Over the years, the company branded its locations as K•B Toys, Kaybee Toys, KB Toy Works, KB Toy Outlet, KB Toy Liquidators, and KB Toy Express alongside forays into e-commerce.

After a 2000 acquisition by Bain Capital and the introduction of KB-branded toy departments at Sears, KB Toys went down a path echoed years later by the downfall of Toys “R” Us. Once the second-oldest operating toy store in the U.S. behind FAO Schwarz, KB wound up in bankruptcy, stripped for parts, and with its assets landing at Toys “R” Us.

Following the bankruptcy and closure of the original Toys “R” Us in 2018, Strategic Marks, led by Ellia Kassoff, sought to revive the KB Toys brand through pop-up stores and partnerships. While those stores never materialized then, the seeds may have been planted for the current Toys “R” Us revival through Go! Retail Group, Macy’s, and others.

Now, MH Enterprises — led by a husband-and-wife team that met while employed by KB Toys — is tasked with restoring the brand’s magic.

“Having met at KB Toys over 25 years ago, this brand has always held a special place in our hearts,” say Marc and Marianna Heon, co-owners of MH Enterprises. “We are honored to have this opportunity to bring KB Toys back into the spotlight.”

A new website, kbtoysverse.com, has been established to offer an initial assortment of print-on-demand products powered by Printify. The collection includes apparel and gift items emblazoned with classic KB Toys graphics, plus products geared toward alumni of the company.

Leaning into the power of nostalgia and the booming “kidult” consumer — who frequented KB Toys back when the demo was simply known as “adult collectors” — KB Toys offers “Black Friday Squad” T-shirts, “Toy Collector” coffee mugs, and more.

K•B Toys as it appeared in Hawkeye (2021) | Source: Marvel Studios

Over the years, KB Toys has stayed in the pop culture eye with cameo appearances on shows like The Sopranos, and as the setting for an epic battle in a 2021 episode of Hawkeye on Disney+.

The LEGO Group Partners with UNICEF for Digital Gaming Resources

The LEGO Group and UNICEF are joining forces to launch a new toolbox for game designers to center kids’ wellbeing in the making of digital games.

The Responsible Innovation in Technology for Children (RITEC) Design Toolbox is based on the findings of research lef by UNICEF Innocenti Global Office of Research and Foresight including five research institutions and more than 750 kids from around the world.

While the online world offers endless possibilities for children, we understand that it can also raise concerns for parents. In an era where children are increasingly engaging with digital technologies, the need for robust guidelines to protect their well-being has never been more important. We know that the digital games industry is grappling with the challenges of understanding how best to design digital technology so that it fosters children’s well-being. We remain committed to creating safe and enriching digital environments for children and so are pleased that the RITEC Design Toolbox is freely available to everyone. We’re calling on gaming companies and businesses to make this a priority when creating digital play experiences.”

— Anna Rafferty, Senior Vice President of Digital Consumer Engagement at The LEGO Group.

The RITEC Design Toolbox includes an interactive card deck of game design features, printable posters, quotes and examples from kids, a shared vocabulary for game designers to use when discussing kids’ wellbeing, a summary for executives highlighting the business case of designing for wellbeing, and a list of important factors in design for wellbeing, including autonomy; competence; emotional regulation; relationships; creativity; identities; diversity, equity, and inclusion; and safety and security.

“While children will definitely benefit from designers and creatives integrating this toolkit into their work, I hope the RITEC-8 work also demonstrates the positive features of digital play to parents, teachers, and adults on the fence,” says Corinne Brenner, Director of Learning at Killer Snails, one of the learning companies involved in the RITEC research project. “Digital play can be hugely beneficial to children when experiences are well-designed.”

The research led by UNICEF shows that digital play experiences can support children’s well-being, if they are designed right. The RITEC Design Toolbox can make it easier for game designers to implement the findings of this research into their work and to design digital play experiences to support children’s well-being.”

— Ida Hyllested, UNICEF Senior Advisor on Child Rights and Business

The RITEC Design toolbox is the end result of a three-year study conducted by UNICEF with Western Sydney University, the University of Sheffield, New York University, City University New York, and the Queensland University of Technology.

Golden Sales Joins Enchanted Moments to Spark West Coast Growth

Leading toy and gift company Enchanted Moments is obtaining West Coast sales agency Golden Sales.

This key move supports Enchanted Moments’ commitment to growth in its key markets while securing continuity and trust in the Golden Sales brand.

Leadership from both sides will remain the same or slightly shift. Blake Goldenberg, the founder of Golden Sales, will remain in a sales and advisory role, bringing his extensive market knowledge to the Enchanted Moments team. Tanya Margetis, who has been in the toy industry for 30 years — 15 of those with Golden Sales — will be the new Director of Sales. This role will ensure a smooth transition for both companies.

This acquisition represents an important step in Enchanted Moments’ expansion strategy. Partnering with Blake and his talented Golden Sales team highlights our dedication to delivering exceptional value and service to our vendors and clients on the West Coast.”

— Tony Davis, Partner at Enchanted Moments

Additionally, Enchanted Moments is expanding Golden Sales’ reach with the Pacific Northwest being incorporated into the division.

To learn more about this acquisition and company, visit enchantedmoments.com.

Ethical Supply Chain Program Partners with The Toy Association for Pilot Program

The Ethical Supply Chain Program (ESCP) and The Toy Association are teaming up.

In an effort to expand sourcing opportunities and social compliance in the U.S., up to 250 members of The Toy Association are welcome to complimentary membership with the ESCP.

Companies eligible for membership and opportunities within the pilot program must have annual revenues of $50 million of less. Members of the program will have access to full benefits of the ESCP program, including The Connect Platform, which enables to communicate directly with ESCP-certified manufacturers. Membership will also allow small- and medium-sized companies to access detailed information about each certified manufacturer, including audit history, location, and manufacturing capabilities. Support from ESCP’s on-the-ground factory team will also be available.

By working with the ESCP, we’re helping to increase sourcing opportunities for our members by providing direct access to certified manufacturing sources from around the globe while providing consumers with confidence that the toys they are buying are being produced ethically."

— Greg Ahearn, President and CEO at The Toy Association

“Knowing who is making your products is critical and having assurance that they are operating responsibly is essential to doing business ethically and to meeting the needs of consumers, investors, and regulators,” says Carmel Giblin, CEO and President of the Ethical Supply Chain Program. “Our sourcing tool puts the power back in the hands of companies, enabling them to select factories that operate to the ethical standards required.”

The Toy Association has had a close relationship with the ESCP since its inception in 2004.

The program will open for enrollment in December at no additional cost to Toy Association members. For more information, visit ethicalsupplychain.org.

‘La Liebre’ Races into First Place for Hot Wheels Global Legends Tour Title

“La Liebre,” a custom-built race car crafted on a 1968 Ford Falcon chassis, claimed victory at the 2024 Hot Wheels Legends Tour Global Grand Finale. The car competed against 5,000 vehicle from 13 countries and is the seventh vehicle to be inducted into the Hot Wheels Garage of legends and honored with a die-cast. The car will be immortalized for kids and collectors as 1:64-scale toy as part of the Hot Wheels mainline assortment.

La Liebre was built by Giuseppe Casagrande and the team from Cars and Coffee Chile. The team’s commitment to supporting the Chilean car community was among the reasons for the car’s win. “The mission behind the La Liebre built by Cars & Coffee Chile was emblematic of what the tour is all about,” said Ted Wu, Senior Vice President and Global Head of Design, Vehicles and Building Sets at Mattel.

La Liebre, the 2024 Hot Wheels Legends Tour winner. | Source: Hot Wheels

The engine of La Liebre. | Source: Hot Wheels

The Cars and Coffee Chile team with La Liebre. | Source: Hot Wheels

Casagrande and Maurizio Moschini co-founded Cars and Coffee Chile in 2014. The non-profit is dedicated to the growth and development of of the car community and culture in Chile. La Liebre blends vintage style with modern performance.

The Hot Wheels Team and local automotive personalities evaluated over 5,000 custom-built vehicles at 11 events with millions of attendees worldwide, including Colombia and the United Arab Emirates, two new stops on the tour this year. The Global Grand Finale featured 10 builds and required a panel of judges to crown the winner. The panel included car enthusiast and comedian Jay Leno and entertainer Gabriel “Fluffy” Iglesias, who the Hot Wheels Design Team joined.

For more information about La Liebre and the Hot Wheels Legends Tour, visit mattel.com.

From the Editor: Racing Into Awards Season

It’s awards season, and the race is on as toymakers, game developers, licensors, retailers, and others engaged in the business of play look forward to a time of recognition, competition, and, for some, the validation of creative vision.

For industry insiders, awards season isn’t just about trophies on shelves or bragging rights (though it might be!); it’s a chance to recognize and celebrate the innovation, craftsmanship, and creative risks that drive the market.

In many cases, securing a spot as a finalist is a win — a feather in the cap and a marketable accolade that proves the journey worthwhile. Meanwhile, some hold firm to an oft-quoted line from one of my favorite films and a daily source of inspiration in this office, Talladega Nights: The Ballad of Ricky Bobby…

“IF YOU AIN’T FIRST, YOU’RE LAST.”

Of course, that isn’t accurate in a literal sense. When we put it in the context of racing, it’s the top three that take their positions on the podium to savor the moment, knowing full well that every team is already back in the garage, tinkering, plotting, and building something new, all while eyeing victory in the next event.

The TOTY-nominated LEGO Technic Mercedes-AMG F1 W14 E Performance set is in the running for Vehicle of the Year. | Source: The LEGO Group

DAYS OF THUNDER(OUS APPLAUSE)

In the toy industry, “awards season” now mirrors that of one of our greatest partners — the entertainment industry. The Critics’ Choice Awards, Golden Globes, Grammys, DGA Awards, PGA Awards, SAG Awards, BAFTA Awards, Independent Spirit Awards … I could go on. In the entertainment realm, there are dozens of awards shows between November and March, with none bigger than The Academy Awards.

In the U.S., it’s long been touted that The Toy of the Year (TOTY) Awards are “the Oscars of the toy industry.” They celebrate creativity — not just for companies in the U.S., but for those worldwide — while serving as a key fundraiser for The Toy Foundation’s year-round mission to bring the joy of play to kids in need.

While the TOTYs and its annual gala are hailed as our Oscars, they are part of an important awards ecosystem alongside ASTRA’s Play Awards, the Toy & Game Innovation Excellence Awards (TAGIEs), Spielwarenmesse’s ToyAwards, The Toy Book’s forthcoming Pulse of Play Awards, and several others as unique benchmarks for recognizing the applause-worthy superstars that strive — and drive — for excellence every day.

This unique, commemorative edition of The Toy Book, created in collaboration with The Toy Association and The Toy Foundation, is a time capsule honoring this year’s TOTY finalists. It encourages the industry and the general public to vote for their favorites while spotlighting the Foundation’s efforts. When the world plays, we all win!

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DAYS OF THUNDER(OUS APPLAUSE)