Stumbling Into the Dreamhouse: PMI Kids’ World Releases Stumble Guys x Barbie Toy Collection

Malibu’s most famous resident is taking on a whole new style.

As revealed at The Toy Insider‘s Holiday of Play in New York City this fall, PMI Kids’ World partnered with Mattel and Scopely for the Stumble Guys x Barbie toy collection. The line arrives just as Barbie Dream Dash return to Stumble Guys this month, offering global retailers the opportunity to provide tangible play to accompany the digital gaming experience.

There are few icons as timeless as Barbie… This collaboration offers collectors a unique opportunity to celebrate two beloved worlds coming together. It will be a must-have for any fan and I am proud to bring this exceptional collaboration to life for PMI.”
Omer Dekel
— Omer Dekel, CEO of PMI Kids’ World

The Stumble Guys x Barbie collection is a limited-time offering featuring beloved characters like “Malibu” Barbie, “Brooklyn” Barbie, Ken, Mr. Stumble, and more. Kids can collect 2.5-inch figures in blind boxes, 6-pack deluxe sets with a hidden rare character, 4.5-inch action-ready figures, 8-inch plush buddies, and 12-inch huggable plush.

Select products from the Stumble Guys x Barbie Collection at The Toy Insider’s Sweet Suite Event in September, 2024.

“Surprising our players with fresh, unexpected experiences is what the Stumble Guys team does best. Building on our successful collaboration with Mattel to integrate Barbie into the game, we couldn’t resist the chance to partner with this beloved brand once more — this time, expanding into both digital and physical spaces,” says Jake Bales, Senior Vice President of Stumble Guys at Scopely.

PMI Kids’ World’s Stumble Guys x Barbie line hits retail this month, launching exclusively at 3,500 Walmart stores in the U.S. Additionally, the range is available at select retailers in Australia, Brazil, Germany, Mexico, Poland, Spain, the UK, and more.

Circana Reports Positive Performance for the U.S. Toy Industry as the Holiday Boom Begins

There is positive news for the U.S. toy industry. Circana, a global company that provides data and analytics regarding consumer behavior, reports that the sector improved from January to September this year. Sales are up 37% — or $4.5 billion — ahead of 2019 sales and should continue to grow through the holiday season.

Source: Circana

Building sets are the only category to grow across dollars, units, and average selling price (ASP). LEGO Botanicals primarily drive this growth. LEGO is not alone in growth; explorative toys, plushes, and vehicles — led by NBA trading cards, Hello Kitty, and Monster Jam, respectively — have also increased in growth. 

Outdoor toys, dolls, and action figures have declined in growth, but decline rates across dollars and units have decreased compared to January through September 2023. Overall, ASP is up 0.5%, while year-over-year dollar sales are unchanged. 

Source: Circana

“In the beginning of the year, I coined ‘correction to consistency’ as the theme of 2024, and during the third quarter, the toy industry reached a level of stability that we have been moving towards,” said Juli Lennett, Vice President and Toy industry Advisor at Circana. “However, the positive performances remain within a small group of categories; what’s needed is more stability across the board.”

Holiday spending is expected to increase sales across the board. Consumers are planning to spend 2% more this year than in 2023, according to Circana’s annual Holiday Purchase Intentions Report. Millennials and purchasers with children plan to spend the most this holiday season. “The toy industry may get a boost this holiday season, with 43% of households with children reporting that they will spend more during the holiday season this year compared to last year – more than double that of households without children,” said Lennett. She said other categories, such as clothing, smartphones, and beauty, will challenge the toy industry despite plans to spend more on toys.

The Strong Names 2024 National Toy Hall of Fame Inductees

The Strong National Museum of Play, the home of the National Toy Hall of Fame, has chosen three new toys to enter its halls: My Little Pony, Transformers, and Phase 10. 

“These are three very deserving toys that showcase the wide range of how people play,” says Christopher Bensch, Vice President for Collections and Chief Curator. “But for My Little Pony, in particular, this year is extra validating. The beloved toy was a finalist seven times before finally crossing the finish line!”

My Little Pony satisfies multiple ways to play. | Source: The Strong

First introduced in the 1980s and relaunched in 2003, My Little Pony has been a staple in toy boxes for generations. These mini horses engage kids in many forms of play, including fantasy, grooming, and collecting. 

“The My Little Pony line has endured for decades because it combines several traditional forms of doll play with children’s fascination with horses,” says Michelle Parnett-Dwyer, Curator of Dolls and Toys. “The variety of figures promotes collecting as a pastime, too. The continued popularity of the line proves that this brand — pardon the pun — has legs.”

Phase 10 is one of the best-selling games in the world. | Source: The Strong

Black inventor and entrepreneur Ken Johnson created Phase 10 in 1982. The rummy-style card game is now one of the best-selling card games in the world, second only to Uno, another National Toy Hall of Fame inductee.

“Today, Mattel reportedly sells two million Phase 10 decks annually in 30 countries and in more than 20 languages,” says Mirek Stolee, Curator of Board Games and Puzzles. “Whether played in its original form or in one of its variations, Phase 10 has become an iconic game title that continues to encourage multigenerational social and competitive play.”

Transformers is rounding off a big year by being inducted into the National Toy Hall of Fame. | Source: The Strong

After a packed year celebrating the toy brand’s 40th anniversary, Transformers will also be immortalized in the National Toy Hall of Fame. With movies, TV shows, comic books, video games, and more to accompany it, Transformers’ popularity has spanned decades. 

“Transformers enjoy such popularity, in part, because Hasbro has used tried-and-true marketing methods — the multimedia venues for toy-related shows, books, and movies; related consumer products; and new variations and characters regularly added to the line — to keep the toy in front of American kids,” Bench says. “But the toys are also popular because they are so suited to the ways kids play. The toy line feeds kids’ imaginations and fantasy play.” 

Each year, 12 iconic toys are nominated to enter the National Toy Hall of Fame. | Source: The Strong.

These three toys were selected from a list of 12 finalists, including Apples to Apples, balloons, Choose Your Own Adventure gamebooks, Hess Toy Trucks, Pokémon Trading Card Game, remote-controlled vehicles, Sequence, stick horse, and trampoline. My Little Pony, Phase 10, and Transformers are now on view at The Strong National Museum of Play.

People of Play Honors 2024 TAGIE Award Winners

It was an electric evening at Joe’s Live in Rosemont, Illinois, as People of Play hosted the 17th annual Toy & Game Innovation Excellence (TAGIE) Awards on the eve of the Chicago Toy & Game Fair.

Disney’s Karri Bean was back in action as host and time traveler, stepping into the Time Booth 5000 for a journey through more than 100 years of toy, game, and licensing history. Between Bean’s stops to visit Walt Disney and the founders of Pressman Toys along the sacred timeline, Barry McLaughlin and Jason Lautenschlager (Barry & Jason Entertainment) returned to incite laughs with a look at more “Toys That Didn’t Make It” while Skip Towne & The Greyhounds provided the soundtrack for the evening.

And the 2024 TAGIE Awards winners are…

MOST INNOVATIVE ART AND DESIGN VISUALS OF THE YEAR

Presented by James Zahn and Grant Lyon

  • Brady Lang and Brittney Hassinger for Moose Games’ Wild Flowers

RISING STAR INNOVATOR OF THE YEAR

Presented by Amy Friedland and Chris Byrne

  • Hasbro’s Ava Garfinkel for Monopoly Go! Board Game

YOUNG INNOVATOR OF THE YEAR (under 18 years old)

Presented by Tim Walsh and Tony Serebriany

  • Evelyn Halbach for EcoFrenzy

MOST INNOVATIVE PR AND MARKETING TEAM OF THE YEAR

Presented by Ray Adler

  • LEGO and Disney Spark Joy Campaign by LEGO Global PMD Team, Disney Global Franchise Team, Disney Global Marketing and LEGO Creative Agency LEGO

GAME CHANGER

Presented by Robert Fuhrer

  • Alan Dorfman — Co-Founder and President, Super Impulse USA

MOST INNOVATIVE RETAILER OF THE YEAR

Presented by Mike Bisogno and Rany Klimpert

  • Hilary Key for The Toy Chest

MOST INNOVATIVE LICENSE OF THE YEAR

Presented by Rachel Griffin and Donna Moore

  • BBC Studios and Moose Toys for Bluey

MOST INNOVATIVE SUPPLIER OF THE YEAR

Presented by Angus Walker and Naomi Brugnatelli

  • Robert Yusim, Product Counsel

GAME INNOVATOR OF THE YEAR

Presented by Michael Kohner

  • April Mitchell for Foxmind’s Slanguage (co-designer Ed Gartin), John Adam’s Am I a Dirtbag (co-designer Carine Rosalia), MoCo Games’ Danger Hugs (co-designer Serena Fadlun), Hootenanny Games’ Exciting Game (co-designer Ed Gartin), Martinex’s FormWorms and Life is Better Outside’s BamzBall

TOY INNOVATOR OF THE YEAR

Presented by Peggy Brown and Shannon Swindle

  • Yair Shilo and Nextoy for Goliath’s Power Saber

LIFETIME ACHIEVEMENT

Presented by Elizabeth Moody and Eleanor Black

  • Mary Danby, Game Inventor

LIFETIME ACHIEVEMENT

Presented by David Fuhrer

  • Dan Romanelli, Founder, Warner Bros. Consumer Products

This year’s TAGIEs marked the first award presentation since People of Play merged with The Toy Association earlier this year. People of Play produces a variety of events, including the Chicago Toy & Game (CHITAG) Fair, the Young Inventor Challenge, the Toy & Game Inventor Pitch and Innovation Conference, and more.

Alpha Toys’ Wise Block Line Drops New STEM Builds for the Holidays

There’s a new way to build this holiday season

Wise Block, a line of brick-built R/C vehicles from Alpha Toys, expands at retail with a range of nine new vehicles. The line was awarded the official STEAM Accredited status by the Toy Association.

Source: Alpha Toys

Kids ages 8 and up can enjoy open-ended play when they build race cars, construction equipment, and military vehicles. The new cars include The Wise Block Race Car, The Wise Block Sports Car, The Wise Block Off-Road Stunt Racer, The Wise Block Pavement Roller, The Wise Block Police Car, The Wise Block Firetruck, The Wise Block Military Vehicle, The Wise Block Military Tank, and The Wise Block Military Helicopter. These toys aid kids in building fine motor skills and STEM development. Each vehicle has over 300 pieces and incorporates an added layer of play through RC capabilities; after the cars are built they’re ready to race. Each vehicle has printed details and doors that open.

The vehicles are available through independent specialty retailers. Retailers and brick building enthusiasts can learn more at alphatoys.com.

Jilly Bing Introduces First Asian Caucasian Doll

Jilly Bing, the company known for creating dolls and toys celebrating Asian American heritage, debuts an Asian Caucasian doll named Riley.

According to the New York Times analysis of the 2020 Census, over 3.5 million Americans identify as mixed-race Asian. The Riley Doll gives a growing number of children a doll that they can see themselves in.

As the number of Americans identifying as mixed-race Asian grows, The Riley Doll offers children a reflection of their experiences, showing they can be 100% Asian, 100% Caucasian, and 100% themselves."
— Elenor Mak, Jilly Bing founder

This doll is following the successful release of Jilly Bing’s flagship doll, Jilly, which launched in 2023.  Jilly Bing’s mission is to create loveable Asian American characters that reflect the diversity of today’s community — in appearance, backgrounds, interests, and personalities. 

“The Riley Doll was created in response to strong consumer demand, as a mixed Asian doll was the top request from the Jilly Bing community,” Mak says. “For so many of us, growing up meant feeling pressured to choose one side of our heritage.”

The company aims to broaden cultural understanding in a fun, lighthearted way, engaging Asian American children and beyond.

The Riley Doll is $68 and available for preorder. It will ship in December. To learn more about this company, or preorder Riley, visit jillybing.com.

The Riley Doll is a step-forward in diversification in the toy industry. | Source: Jelly Bing’s Youtube

Chuck E. Cheese, STEM.org Partner for ‘STEAM-tastic Adventure’

Kids’ restaurant Chuck E. Cheese has teamed up with STEM.org Educational Research (SER) to bring STEAM (Science, Technology, Engineering, Arts, and Mathematics) programming to kids ages 3-8. Reservations open in January; programming begins in March.

Two programs are available to kids: One is geared to kids ages 3-5 and another is aimed at kids 6-8. Programming is planned based on developmental stages. “STEAM-tastic Adventure” combines STEAM elements with Chuck E. Cheese’s well-known hands-on play environment. Established restaurant characters will be joined by a STEAM influencer for the immersive experience. Programming will be in over 450 Chuck E. Cheese restaurants.

We are proud to introduce a nationwide ‘Edutainment’ program in partnership with STEM.ORG, the leader in accredited STEM and STEAM-led programs. For educators and parents, there is now a curriculum that combines the excitement and joy that kids love. It’s the perfect blend of play and education.”
— Mark Kupferman, Chief Marketing Officer at Chuck E. Cheese.

“STEAM-tastic Adventure” joins Chuck E. Cheese’s community programming. The company has raised $21 million for schools and hosts a reading program. As part of its National STEM Day announcement, Chuck E. Cheese is offering a free, paper plane, STEAM activity for all kids at Chuck E. Cheese Fun Centers. The activity is also available online

Reservations for STEAM-tastic Adventure open in January. Programming begins in March. Educators, caregivers, and investors can learn more online at chuckecheese.com/education-programs.

Chuck E. Cheese has seen an uptick in popularity in recent years with brand extensions beyond its restaurants. A recent licensing program has seen Chuck E. Cheese hit retail with products from Bonkers Toys, frozen pizzas, and more.

Funko Q3 Earnings Reflect Progress in Turnaround Efforts as Profit, Margin Grow

Funko checked in this afternoon as the last of the “Big 5” publicly traded toy and collectibles companies to report third quarter earnings.

The company beat Wall St. estimates with a 6.4% decline in net sales to $292.8 million, down from $312.9 million in the third quarter of last year. These numbers were in in line with expectations as the real progress in the Funko turnaround is under the hood. The Washington-based company reported gross profit of $119.9 million, equal to a gross margin of 40.9%. This is an improvement over $104 million, equal to a 33.2% gross margin in Q3 2023. Earnings per share hit $0.14, beating expectations by 250%.

We reported solid financial results for the 2024 third quarter. As expected, net sales were down compared with the prior-year quarter, though in the top end of our guidance range. On the other hand, we delivered better than expected profitability on improved gross margins, as we did in the first two quarters of this year."
— Cynthia Williams, CEO, Funko

Funko, faced with the same cautious, price conscious consumer environment currently impacting nearly every company in the toy and game space, updated its full-year guidance to reflect slightly lower net sales of $1.037 billion to $1.050 billion in 2024. Conversely, the company raised its outlook for adjusted EBITDA to $85-90 million.

In Q3, sales of Core Collectibles dipped 2.3% while Loungefly slid 17.6% followed by a 20.8% decline in Other items. Funko experienced 13.5% growth in international markets outside of the U.S. and Europe in Q3.

“We are deep in the process of developing our strategic plan for 2025 and beyond, and pleased that we have already begun executing several elements of that plan,” Williams adds. “Recently, we enabled direct-to-consumer shipping capability to Canada, and we expanded our collaboration with the National Football League (NFL), and its fanbase of more than 200 million, to include the option to customize Pop! Yourself with any NFL team logo. Additionally, and just in time for the holidays, we are announcing that Harry Potter accessories will be available to customize Pop! Yourself beginning tomorrow.”

On an earnings call this evening, Williams called out the immediate success of the NFL launch with more than 40% of Pop! Yourself sales from launch until the end of Q3 including NFL-branded accessories. Additionally, daily sales of Pop! Yourself products spiked 150%. Dallas Cowboys wide receiver CeeDee Lamb partnered with Funko for an advertising campaign tied to an exclusive figure offered direct-to-consumer through Funko.com. Additional Q3 hits include exclusive offerings tied to the World Series Champion Los Angeles Dodgers and country music star Reba McEntire, and the debut of the Funko Fusion video game.

New Alignments

On the earnings call, Williams revealed that certain responsibilities have been realigned within the company’s senior management team.

  • Andy Oddie, Chief Commercial Officer, will now oversee global sales and business development efforts in addition to overseeing licensing relationships. He has relocated to Los Angeles to maintain a physical presence closer to the majority of Funko’s licensing partners and its U.S. sales team.
  • Johanna Gepford, Senior Vice President, Growth Initiatives is fully dedicated to overseeing growth initiatives and new business lines. This includes managing global direct-to-consumer channels, Pop! Yourself, Mondo, and Digital Collectibles.

The company is actively recruiting in key areas, including creative product development, brand management and marketing, and business development related to organically expanding Funko’s reach and fandoms.

Holiday Promotions & Political Impact

According to Funko CFO Yves LePendeven, the company plans an array of holiday retail promotions and marketing spend in the weeks ahead. Williams adds that major retailers have shown that Black Friday promotions look to kick in around Nov. 22 and run through Cyber Monday.

With Donald J. Trump set to begin his second Presidency next year, the looming threat of tariffs and other supply chain issues is back on the table. Williams notes that the company has, for many years, been diversifying its supply chain away from China to markets such as Vietnam. As it stands right now, around one third of Funko’s products come from China, and slightly less than 10% of those items are for the company’s Loungefly fashion accessories business and are already tariffed. That said, the company has an idea of how tariff impacts can be felt and will continue working to diversify its supply chain and mitigate any potential tariff threats.

Zooming to the Finish Line: Hot Wheels Legends Tour Picks Semi-Finalists

The 2024 Hot Wheels Legends Tour has been hitting the road and picking this year’s semi-finalists, who will compete on November 12. 


Mattel’s Hot Wheels set out on tour to find the next custom car build to induct into the Hot Wheels Garage of Legends. The winner’s creation will become an official Hot Wheels die-cast sold worldwide, immortalizing their design.

Stopping in 13 cities, 11 being in the U.S., Hot Wheels designers and local automotive personalities have evaluated more than 5,000 vehicle entrants. The categories for judging are creativity, authenticity, and garage spirit. 

As the tour is wrapping up, 23 regional event winners have been notified of their selection to participate in the virtual semi-finals to potentially advance to the global grand finale. 

A new component this year is a Walmart-sponsored contest where builders who could not make the in-person regional events could submit their projects digitally. One of these digital submissions was selected to compete in the semi-final alongside the 23 regional event winners. The 2024 Walmart digital entry winner is a 2007 Mitsubishi UT62, modified to resemble a miniature semi-truck after being imported from Japan. This creation was made by Fred Lauck Jr. and will compete alongside the other winning vehicles next Tuesday.

The semi-final will occur on Tuesday, November 12, at 6:00 PM PT/9:00 PM ET on Hot Wheels YouTube, Instagram, Facebook, and TikTok. For more information, visit creations.mattel.com.

The Hot Wheel Legends Tour is in the semi-final phase of the competition. | Source: Hot Wheels


Toys Are Joys: Toys ‘R’ Us Asia Holiday Campaign Brings Families Together

During the holidays, toys are on everyone’s mind. Although gift shopping is a major holiday stressor, Toys ‘R’ Us Asia is using the magic of toys to bring families together. 

The Toys are Joys holiday campaign implements a variety of in-store holiday activities and events that emphasize interactive play for both kids and kids-at-heart. With meet and greets, toy testing zones, and exclusive sweepstakes, Toys ‘R’ Us Asia is creating family holiday memories that will last a lifetime.

Toys are Joys is in full swing at the flagship store in VivoCity. | Source: Toys ‘R’ Us Asia

This holiday season, Toys ‘R’ Us Asia is expanding their Toy+Play concept to turn in-store shopping into a winter wonderland the whole family can enjoy. At the renovated Asia flagship store in Singapore, the sales floor is filled with interactive play zones featuring beloved brands like Transformers, Nintendo, Barbie, and more. The store will also host a variety of festive activities for families like meet and greets with iconic characters and LEGO Make and Take activities. These events carve out time for families to spend laughing and playing together — the real magic of the holidays.

Until Nov. 30, Star Card members have an extra gift under their trees. Members who spend at least $80 will receive a discount voucher for $10 off a purchase in December. Those who double their spending, double their vouchers! 

Members can also enter to win a chance for an all-out shopping spree. After a qualifying purchase, six lucky Star Card holders will be selected for a mad dash through a Toys ‘R’ Us store to grab as many items as they can in a single minute. That’s the fastest way ever to cross everything off your holiday shopping list! Qualifying periods for the two Toy Dash events are from now until Nov. 29 and Dec. 1-15. 

The Toys ‘R’ Us Asia Toys are Joys campaign is happening now. For a full list of weekly activities and events, visit its website

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