In the toy industry, innovation is the name of our game. Whether it’s a revamp, an unexpected twist, or the perfect collaboration, there is always a new way to play. Test your knowledge of these fresh toy takes.
A version of this feature was originally published in The Toy Book‘s 2026 Specialty Toys & Gifts Issue. Click here to read the full issue!
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Relatable has acquired Hugimals World, the weighted-plush brand known for its sensory-focused comfort products for kids and adults.
The acquisition strengthens Relatable’s growing presence in the plush and wellness categories, adding Hugimals to its portfolio, which includes Emotional Support Pals, Happy Helpers, and Cozy Concepts Co.
“Relatable has built a strong position in plush and comfort-focused consumer products, and Hugimals represents an opportunity to expand into an identified white space at the intersection of emotional wellness, comfort, and everyday play,” says Karen Branson, Chief Commercial Officer at Relatable.
Founded in 2022 by health and wellness journalist Marina Khidekel, Hugimals World develops weighted plush companions designed to recreate the feeling of a hug through strategically distributed weight. The products were created in collaboration with therapists and are intended to provide sensory comfort and emotional support.
“From our earliest conversations with the Hugimals team, there was clear alignment in how our brands approach emotional connection and thoughtful product design. We see significant potential for Hugimals to drive incremental growth by reaching consumers seeking products that deliver both comfort and calm on demand, while expanding the category in a meaningful way,” adds Branson.
As part of the acquisition, Khidekel will join Relatable as Head of Innovation, Hugimals Brands. In the role, she will oversee innovation, franchise development, and long-term growth initiatives for the Hugimals brand.
“Relatable understands something central to Hugimals World’s mission and to why the brand has resonated so strongly: we don’t grow out of needing comfort, softness, and play, regardless of our age,” shares Khidekel. “I’m excited to join forces with this talented team to expand our reach and impact. At a time when so many people are feeling overwhelmed, disconnected, and stressed, this opportunity to bring more comfort, emotional support, connection, and joy to people of all ages feels especially meaningful.”
The acquisition comes as adults continue to represent a growing segment of the toy industry. According to Circana data cited by the company, adults became the toy industry’s largest spending group in 2024, surpassing toddlers for the first time.
Relatable, which rebranded in 2023 from its origins as the company behind What Do You Meme?, has expanded its portfolio beyond party games into toys, plush, and wellness products. The addition of Hugimals further broadens the company’s offerings in the comfort and emotional wellness space.
Learn more at relatable.com.
Soccer fandom is driving significant growth in the global toy industry, according to new data from Circana.
Through April, soccer-related toy sales across the 12 global markets tracked by Circana increased 160% in dollar sales compared to the same period last year. The category now accounts for 9% of all sports-related toy sales, up from 4% a year ago.
“Unlike prior tournaments, we’re seeing a wider ecosystem of soccer-inspired products gaining traction and reflecting deeper engagement across age groups and product types,” says Frédérique Tutt, global toys industry advisor at Circana. “This diversification reflects broader opportunity for licensors, retailers, and manufacturers to capture fan spending beyond traditional formats.”
While trading card games remain the largest segment, representing 44% of soccer-related toy sales, other categories are gaining momentum. Building sets account for 25% of sales, followed by collectible figures at 12%, with plush and additional categories also contributing to growth. The shift marks a notable change from the 2022 tournament cycle, when trading card games generated more than 80% of global soccer-related toy sales.
In April alone, World Soccer ranked as the third-fastest-growing toy property globally, behind Pokémon and Super Mario. Monthly sales for World Soccer products reached $45 million as new merchandise arrived at retail.
The United States remains a major market for soccer-related toys. Circana reports that the FIFA World Cup 2026 Ballers Mystery Capsule from ZURU was the second best-selling action figure collectible in the U.S. during April, while the LEGO Editions FIFA World Cup Official Trophy building set ranked No. 1 in the building sets category based on dollar sales.
Demand has been especially strong in Mexico, where April trading card sales surpassed those in the U.S. The launch of Panini’s FIFA World Cup 2026 Official Sticker Collection April 30 quickly became the top-selling toy of the year in Mexico based on unit sales within its first week on shelves.
The United Kingdom is also seeing increased activity ahead of the tournament. For the week ending May 16, seven of the top 10 best-selling toys in the market carried the FIFA license.
According to Circana, the expanding product mix reflects broader opportunities for licensors, manufacturers, and retailers as soccer fandom grows across age groups and product categories. The firm expects sales momentum to continue building throughout the tournament, particularly in markets whose national teams advance deep into the competition.
Historically, toy sales tied to major soccer tournaments increase as teams progress through later rounds, and Circana will continue tracking the impact of the 2026 FIFA World Cup on the global toy industry.
“As soccer continues to globalize, so does the commercial opportunity around it,” adds Tutt. “These early results underscore the power of soccer-related toys and collectibles as both a cultural and retail phenomenon. With momentum already building — from triple-digit growth globally to early demand surges in key markets — we’re seeing a broader, more diverse product landscape take shape. As new fans enter the category and spending expands beyond trading cards into building sets, figures, and plush, the upcoming tournament is shaping up to be not just a sporting event, but a major catalyst for the global toy market this summer.”
Learn more at circana.com.
Kids can build their dream team with collectibles inspired by the FIFA World Cup 2026. Open each mystery capsule to reveal one of 33 players, a collectible coin, a miniature soccer ball, and an additional surprise.
This 10-inch teddy bear plush has a colorful “26” pattern, a teal jersey featuring the FIFA Trophy logo and “26” on the back, and “FIFA World Cup” embroidered on its foot.
Each plush mascot keychain, including Zayu the Jaguar (Mexico), Clutch the Bald Eagle (USA), and Maple the Moose (Canada), features the team uniform, the official FIFA logo, and a “We Are 26” clip.
Donruss’ collection of FIFA World Cup trading cards includes 50 Rated Rookies, Opti-Chrome, and base parallels, and more.
AVAILABLE SPRING 2026
Families can build their own FIFA World Cup Trophy with this 2,842-piece set. The top opens to reveal a removable scene with a FIFA-branded figure holding a mini trophy.
AVAILABLE SPRING 2026
Celebrate the FIFA World Cup 2026 with plush featuring mascots of the host countries: the U.S., Mexico, and Canada. The collection also includes plush versions of the trophy, different soccer balls, and more.
Squismallows meets soccer with three 8-inch plush inspired by the FIFA World Cup 2026 and its host countries. The collection features Clutch the Bald Eagle, Maple the Moose, and Zayu the Jaguar.
by GENNA ROSENBERG, Founder, GennComm, GennComm ImaGENNation, Play with Purpose
Innovation is often framed as something that begins with a new product, feature, or form factor.
But some of the most meaningful innovations begin with intentional leaders brave enough to build initiatives that do more. That matters because the stakes are high, and purpose-driven work rarely feels risk-free in the moment.
Toy companies and brand owners are balancing shifting consumer expectations, loud social media scrutiny, tight margins, shrinking shelf space, uncertainty from tariffs, and a business climate in which every decision is judged against return on investment. But we are not just selling products. Through who we design for, the stories we tell, and the realities we reflect, we shape how children see themselves, understand others, and imagine what is possible in the world around them.
Real social impact does not come from checking a box or doing only what feels easy or safe. It comes from leaders willing to be vulnerable, debate, learn, and take risks. When we design for those who need it most, the impact can benefit the masses.
Mattel offers an important example. As the steward of one of the world’s most iconic brands, Barbie, Mattel has enormous brand equity to protect and much at stake when making bold decisions. Yet the company understands its influence and continues to evolve Barbie while nurturing a culture that authentically envisions broader, more inclusive, and socially responsible representation. That kind of progress does not happen by accident.
Bailey Curtis, Marketing Manager and President of Women of Mattel, describes the culture of courageous leadership within a legacy company as extending beyond the C-suite. Courage is not only what happens in the spotlight. It also happens in quieter moments at every level, when a leader encourages a mentee, direct report, or peer to step outside their comfort zone and create meaningful change through their work. It’s “a balance between taking leaps of faith for yourself and encouraging others to do the same.”
Curtis makes an important point about how teams move from intention to execution: “Involve people from strategy through assessment, communicate the vision, and give individuals time-bound ownership tied to their strengths. That is how ideas stop living in presentations and start becoming real.”
Jess Weiner, Cultural Expert + CEO of Talk to Jess, offers another essential lens. “True inclusivity is an always-on mindset, not a check-the-box tactic,” she says. That means leaders and creators must consistently ask who is in the room, whose story is centered, who they are not thinking about, and how they can push beyond stereotypes and tropes. As Weiner makes clear, this work is not just about the final product. Courage throughout the creative process is a business advantage that fuels growth, strengthens values, builds lasting community, and creates “a deepening of audience engagement.”
Renowned researcher Brené Brown writes in her book, Strong Ground, “We cannot have courage without vulnerability.” That feels especially relevant for the toy industry today. For teams to make bolder choices while staying aligned with their brand values, they must be willing to have honest conversations, hear what they missed, and keep learning.
We have an extraordinary opportunity in front of us. In the business of play, courage is not separate from impact. It is what makes impact possible.
A version of this feature first appeared in The Toy Book‘s 2026 Specialty Toys & Gifts Issue. Read the full issue here!
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Excitement is building for Toy Story 5, and The LEGO Group is claiming a piece of the action with a new collection of building sets inspired by the film series.
This playful line features six new sets to discover, perfect for kids and kids-at-heart. From intricate decor pieces to adorable playsets and RC cars, each building kit combines hands-on creativity with the characters and scenes fans know and love. Consumers can shop the entire collection now, just in time for Toy Story 5 to open in theaters June 19.
To infinity and beyond. | Source: The LEGO Group
Fans of all ages can build their favorite characters. | Source: The LEGO Group
Each set includes posable features. | Source: The LEGO Group
Blast off for building. | Source: The LEGO Group
Kids can build classic characters like Woody, Buzz, Jessie, and two green aliens as LEGO BrickHeadz, while older fans can recreate Slinky Dog as detailed bookends, complete with hidden, pop-out minifigures. Many sets also include poseable or interactive features, like LEGO Lots-o’-Huggin’ Bear’s wiggly eyebrows, or the LEGO Alien with Pizza Planet Ride, which moves back-and-forth just like the iconic arcade ride, thanks to a special crank.
Little fans can saddle up for adventure with the LEGO Disney Blaze’s Horse Ranch set. Inspired by Blaze Manoukian’s ranch in the upcoming film, this 209-piece playset includes everything kids need to have fun on the farm, from a barn with opening doors to a blooming veggie garden. Bullseye and Blaze’s Pet Pig can trot around the corral, while Sheriff Jessie and Woody load in hay bales, take care of the animals, and kick back on the swingset.
Finally, kids can take the fun to infinity and beyond with a Pixar-themed parade. Intended for preschoolers ages 4 and up, the LEGO Toy Story Celebration Train & RC Car features a colorful train engine with two themed floats — Bo Peep’s teetering seesaw and a spaceship with an opening cockpit — as well as Buzz and Woody’s iconic rocket-powered race car. With four minifigures and three Starter Bricks to help little ones get going, this 206-piece set is a great way to introduce new fans to the Toy Story universe.
The entire LEGO Toy Story collection is available now in stores and at LEGO.com. For more information, visit The LEGO Group’s website.
This playful line features six new Toy Story-inspired building sets for kids and kids-at-heart. From intricate Slinky Dog bookends to adorable playsets inspired by Blaze's ranch, each building kit combines hands-on creativity with the characters and scenes fans know and love.
Fresh from Astra Marketplace & Academy in Milwaukee and The Toy Book‘s 2026 Specialty Toys & Gifts Issue, this assortment of new products is available for retailers to order and stock right now. Check out new items from Safari Ltd., Eugy, Pandasaurus Games, Tree Town Toys, Santoki, Highlights, and Prehistoric Pals Toys below.
Kids can bring emotions to life with this colorful set of dragons, each representing a different mood. This is a fun, imaginative way to spark storytelling while supporting social-emotional learning (SEL) through play. Retail Buyers To stock this and other products for your store: email sales@safariltd.com
Build, play, and display your own adorable axolotl with this eco-friendly 3D puzzle. Made from biodegradable materials, it’s a hands-on activity that combines creativity, STEM learning, and collectible fun. Retail Buyers To stock this and other products for your store: email sales@safariltd.com
Explore the ocean with glow-in-the-dark jellyfish mini figurines featuring realistic detail. Perfect for sensory play, science learning, dioramas, and imaginative underwater adventures that bring marine creatures to life. Retail Buyers To stock this and other products for your store: email sales@safariltd.com
These perfectly packaged dinosaur vehicle gift sets inspire children to explore teamwork and mechanics through imaginative play. Sleek design and vibrant storytelling foster the ultimate blend of fun, hands-on learning, STEM, motor skills, and a love of reading. Retail Buyers: To stock this and other products for your store, email brontie@prehistoricpalstoys.com
This Spiel des Jahres (Game of the Year)-recommended title packs genuine strategic depth into a 20 minute game. Over nine turns, players draft characters from two markets and then place them into their 3×3 grid. Collect sets, take advantage of placement points, and use character powers to earn the most points and win. Retail Buyers…
Gamers can create an ocean from folded paper in this Spiel des Jahres-recommended card game. Players will collect sets of cards to earn points and play pairs for their special effects. Its portability, charming card art, and accessible rules appeal equally to casual players and hobby gamers. Retail Buyers: To stock this and other products…
More 3.5 million copies sold worldwide! One deck, no talking, and one simple rule: play your cards in order without communicating. The Mind is a cooperative game that’s as easy to explain as it is addictive to play, making it a reliable pick-up for a wide range of gamers and families. Retail Buyers: To stock…
Neon Crafts from Highlights packs more than 80 supplies and more than 20 structured projects — fuzzy-stick creatures, pom-pom pets, miniature gnomes — into a magnetic-closure box with pull-out storage. No prep, no missing pieces. Bold, screen-free creativity bursting with neon-bright fun. Retail Buyers To stock this and other products for your store, visit penguinrandomhouseretail.com
Everyone’s favorite invisible ink trivia game books meet classic Hasbro gaming with these all-new titles from Yes & Know. Experience Monopoly and Clue in a whole new way; each game book includes 24 pages of full-color reveal games, mazes, trivia, puzzles, and more — all inspired by these classic Hasbro games. The special mess-free SurprizeInk!…
Bring Butterfly Girl to life with this LEGO Keychain Light. It’s ready for adventure at 175% scale compared to a standard LEGO Minifigure, and features poseable arms and legs, LED lights in the feet, and a sturdy metal ring for backpacks, keys, and on-the-go fun Retail Buyers To stock this item for your store, contact…
A version of this feature first appeared in The Toy Book‘s 2026 Specialty Toys & Gifts Issue. Read the full issue here!
Want The Toy Book delivered straight to your desk? Subscribe today and get seven big issues a year — packed with the stories, trends, and insights that keep you on the #pulseofplay.
For the average person, running a toy store is a fantasy. It’s also a fantasy for Troy Cefaratti, owner of Sir Troy’s Toy Kingdom, but that fantasy is purely for aesthetic purposes.
“Never in a million years did Troy think he was going to go down this path,” says Heather Marks, Vice President of Sir Troy’s. “Troy is a very math, very logic-based person.”
Now, he runs an independent toy store with three locations in Canton, Strongsville, and Solon, Ohio.
Cefaratti started his retailing journey in 1999, selling LEGO pieces and sets online. Quickly, his business grew beyond the digital space and into a physical marketplace. In 2007, Sir Troy’s opened the doors to its first brick-and-mortar location.
“As most independents know, you’re going to learn about things you never knew were even part of the process,” Marks says. “We are lucky that we have some great rep groups, and we have great people that we deal with in the industry who have really helped us along the way. I think for us, buying has always been a constant challenge. I always describe it as you’re planning for a party, but you don’t know what anyone wants to eat, and you don’t know how many people are coming, but here, make a menu and go shopping.”
Marks credits Sir Troy’s partners with making the business possible. For example, fellow Ohio company Wild Republic lent Sir Troy’s a counter when their counter was not ready for the store’s grand opening.
“Wild Republic has always been a family-led business built on relationships; Sir Troy’s is an extension of that,” says Krystal Spahlinger, PHR, Global Director of People, Operations, and Culture at Wild Republic. “Troy and Heather were building something special for their community, and we wanted to support that in a real way. Helping with a counter, or anything else needed, is part of how we take care of our partners.”
Sir Troy's Toy Kingdom started as an online retailer and has grown to three brick-and mortar locations in Ohio. | Source: Sir Troy's Toy Kingdom
Sir Troy's Toy Kingdom hosts free family events, including the LEGO coal walk and minifigure swaps. | Source: Sir Troy's Toy Kingdom
Sir Troy's Toy Kingdom hosts free family events, including the LEGO coal walk and minifigure swaps. | Source: Sir Troy's Toy Kingdom
Sir Troy's Toy Kingdom started as an online retailer and has grown to three brick-and mortar locations in Ohio. | Source: Sir Troy's Toy Kingdom
Sir Troy’s has grown far beyond that first counter in the past 19 years. In 2022, the company launched its biggest location, clocking in at 30,000 square feet — around the size of half a football field. The stores may be bigger, but Sir Troy’s team works hard to maintain that small, local business experience that families love.
“Growing into the larger footprint, it’s hard to keep that same experience,” Marks says. “We have set places throughout the store where you’re going to encounter a team member, and they’re going to ask you if you’re finding everything okay, have a discussion with you, and enhance that experience. Our biggest competition, brick-and-mortar-wise, is that if they don’t find it in our place, they’re going
to Target.”
One way Sir Troy’s maintains great experiences for families is with monthly events, including a LEGO minifigure swap, Pokémon card trading, and more.
“I think those events that kids and parents look forward to — something free to do — are really important,” Marks says. “And it’s just fun. I have been so pleasantly surprised that minifig swap goes so smoothly, and the bartering power some of these kids have is absolutely insane.”
Sir Troy’s dedication to a positive customer experience has not gone unnoticed. The company was a finalist for The Toy Book’s Pulse of Play award in the Retailer of the Year (Independent, Specialty, Hobby) category and is known throughout the industry for bringing magic to the retail experience for kids and families.
“What I’ve learned from Sir Troy’s is that creating true ‘wow’ moments is all about building immersive, memorable, in-store experiences,” says Diane Mazzaro, Senior Director of Sales at Toysmith, one of Sir Troy’s distribution partners. “Simple but magical elements, like sitting on a throne and becoming a king or queen for a photo, turn a visit into something shareable and special. These experiential touchpoints create natural social media moments while encouraging customers to slow down, explore, and engage. The ‘wow’ comes from those thoughtfully designed areas that invite participation, spark imagination, and make the store feel like a destination.”
Over the coming year, Sir Troy’s plans will continue its tradition of high-quality events and exciting toys and displays for kids to discover in-store. Sir Troy’s is also bringing back in-store birthday parties, a practice that was originally discontinued amid the COVID-19 pandemic.
“[We’re hoping to] continue growth and find those next things, whether it’s loving our fidgets and finding more of those, to trying to stay ahead of the curve and the trends, but really providing those quality imagination-powered toys that we believe in,” Marks says.
A version of this feature first appeared in The Toy Book‘s 2026 Specialty Toys & Gifts Issue. Read the full issue here!
Want The Toy Book delivered straight to your desk? Subscribe today and get seven big issues a year — packed with the stories, trends, and insights that keep you on the #pulseofplay.
by MADDIE MICHALIK, Manager, Communications, The Toy Association
Running a small toy business often means wearing multiple hats — from product development and sourcing to sales and marketing — all within a lean team. What often falls outside of that bandwidth are the behind-the-scenes functions that are just as critical to a company’s long-term success. The Toy Association helps fill those gaps, offering structured support that allows all companies to operate more efficiently and make informed decisions.
“Emerging and specialty businesses are essential to the innovation and growth of the toy industry,” says Ken Ebeling, Executive Vice President of Strategic Development and Member Services at The Toy Association. “We provide the tools and support these companies need — whether we are advocating to protect their interests, connecting them with the right partners at our trade events, or offering complimentary, educational resources to help them grow with confidence and navigate complex regulatory requirements.”
In our industry, regulatory and policy shifts aren’t just background noise; they can directly impact costs, timelines, and the ability to bring products to market.
The Toy Association plays a central role in both representing the industry and helping members stay compliant. Last year, the Association tracked and engaged on nearly 350 bills nationwide, covering issues around extended producer responsibility (EPR), chemical safety, microplastics, and data privacy. Fewer than 10% of these high-priority bills were enacted — a strong indication of effective advocacy that helps prevent unnecessary requirements, particularly those that would burden small businesses without improving safety.
Safety is the No. 1 priority of The Toy Association and its members. The Association provides guidance on evolving requirements, works with regulators to support science-based policies, and raises awareness about risks such as counterfeit and non-compliant toys. These efforts help maintain a high level of safety while giving both companies and consumers confidence in the products on the market.
Tariffs remain a central focus. Through its global #KeepToysTariffFree campaign, The Toy Association continues to advocate against added costs on toys and games while providing members with timely, practical guidance as policies evolve. Beyond tariffs, members receive analysis and guidance on developments ranging from Consumer Product Safety Commission eFiling and product safety rules to Environmental Protection Agency chemical reporting and more. For smaller companies, this dual approach — advocacy paired with clear communication — helps reduce uncertainty and protect already tight margins.
The toy business runs on relationships, and The Toy Association built the platforms where those relationships take shape. Across its portfolio of events, the focus is simple: bring the right people together in the right environment to drive business outcomes.
Toy Fair is the anchor of the industry calendar, with the next edition taking place February 20-23, 2027, at the Javits Center in New York City. As the largest toy show in the Western Hemisphere, the trade event remains the most efficient way to connect with the global toy ecosystem, bringing together retailers, licensors, distributors, and media in one place. For smaller brands, it compresses months of outreach into a few days of opportunity.
Then there’s the consumer lens. A division of The Toy Association, People of Play’s annual Chicago Toy & Game Fair (CHITAG), is taking place November 7-8 at the Donald E. Stephens Convention Center in Rosemont, IL. It’s a different kind of exposure — one that puts products directly into families’ hands ahead of the holiday season.
Good decisions depend on having the right information at the right time, and The Toy Association is focused on delivering exactly that. Its educational offerings are designed to be practical, current, and applicable to how companies operate day to day.
Members get free access to webinars featuring subject-matter experts across licensing, compliance, marketing, emerging trends, and more. The sessions are paired with exclusive research and market data that support product planning, positioning, and strategy.
Members are encouraged to connect with The Toy Association team at any time for guidance and support by emailing memberservices@toyassociation.org or visiting toyassociation.org.
A version of this feature first appeared in The Toy Book‘s 2026 Specialty Toys & Gifts Issue. Read the full issue here!
Want The Toy Book delivered straight to your desk? Subscribe today and get seven big issues a year — packed with the stories, trends, and insights that keep you on the #pulseofplay.
After 20 years in corporate America, Chris Zaccaria stepped away from his full-time job to pursue something more personal: art. Following the loss of his mother and during a time when he was painting in secret, Zaccaria felt a sense of urgency to create something joyful and share it with the world. This feeling eventually led to the birth of Schnerds, a line of campy characters that now come in plush form. In September 2023, Zaccaria was commissioned to create “A Moment of Joy and Happiness,” a mural in Belgrade, Serbia, which features the Schnerds in all their colorful, zany, and welcoming glory, perfectly placed between a school and a playground.
Three months later, the artist quit his job and began working full-time on building the Schnerds brand. “After I painted [the mural], I was still there, and I had this realization… I was like, ‘Why am I so happy?’ What I realized was that until that point, my dreams and my goals had never been aligned. My goal was always to get this job, have this thing. But my dream was to be this creative person who’s a force of good in the universe.” That force is a collection of characters, each based on an emotion or experience, with a focus on communication and loving one another. There are currently five Schnerds in the lineup: Love Yourself Schnerd, Hobart, aka Trash Schnerd; Darlene, aka Blue Schnerd; Juniper, aka Schnerdmarine; and JimBob, aka Schnerdfish. Each Schnerd fosters traits of self-acceptance and resilience and comes with a Certificate of Adoption for kids to sign — a promise “to help this Schnerd navigate the Schnerdiverse in sickness and in health.”
Hobart reminds us to bring light and silliness into daily life. | Source: Schnerds
Zaccaria's mural in Belgrade still stands today. | Source: Zaccaria
Darlene is currently available for purchase. Arg will release during the holiday season. | Source: Schenrds
“I love the idea of these plush toys and characters being things that you can just use your imagination to play with,” Zaccaria says. The Schnerds team is continuing to expand the Schnerdiverse, with plans to develop animated Schnerds-themed shorts. This summer, two books aimed at kids in kindergarten through fourth grade are slated to be released: Darlene Is Going Through It and Hobart’s Sugar Habit. These titles build on Schnerds’ existing book, Schnerds Seek the Something, which targets an older audience and is available to preorder now. For the holidays, fans can welcome a new Schnerd, Arg, who embodies anger. Arg is angry because “he’s from the Gowanus Canal, so his home life is toxic,” Zacarria says. The Gowanus Canal is a polluted waterway in Brooklyn, New York, home to the Schnerds team. “[Arg’s] goofy because there’s an element of ridiculousness in anger…. It’s a reminder, to myself, included, when we act out, we don’t accomplish anything.” With the Schnerds’ stories fully developed and the foundation in place, attention is turning to driving sales and securing retail placement.
Zaccaria wants parents to know that Schnerds can help kids “feel more seen, to feel less alone, and to really understand that there is a place for them in the world.” A defining element of Schnerds is their embrace of neurodiversity, which is something deeply personal to the creator’s heart. “It came from the people in my life who were close to me, and just seeing them being well-intentioned and struggling to communicate what it is they were feeling,” he explains. Witnessing this shaped the brand’s central theme. Schnerds help people feel like they belong, no matter what, because they are “relatable… not aspirational.”
The Schnerds book 'Darlene is Going Through It' is releasing this summer. | Source: Schnerds
'Hobart's Sugar Habit' will also come out this summer and targets a younger audience. | Source: Schnerds
Becoming a part of the toy industry has made Zaccaria feel “significantly more optimistic.” “I always felt like I was a Technicolor person on a black and white background,” he says. “At Toy Fair and in the toy industry, it just feels like things are much brighter.” This year, Schnerds won the Warm Welcome Award, part of Toy Fair New York’s Reimagination Awards, honoring exhibitors with a hospitable booth.
Schnerds encourages everyone to be kind to themselves and to one another. For Zaccaria, art and toys are deeply intertwined, each offering a means of connection, imagination, and comfort. At its heart, Schnerds helps people feel less alone, sending a powerful message to kids and parents that we all belong. Schnerds invites everyone to embrace compassion, celebrate individuality, and ultimately, become a part of the Schnerds Herd. We at The Toy Book already are.
A version of this feature first appeared in The Toy Book‘s 2026 Specialty Toys & Gifts Issue. Read the full issue here!
Want The Toy Book delivered straight to your desk? Subscribe today and get seven big issues a year — packed with the stories, trends, and insights that keep you on the #pulseofplay.
by JENNIFER GRAHAM-MACHT, Tabletop Games Co-Chair, Women in Toys, Licensing & Entertainment Board Member
I spend a lot of time thinking about the way people discover, learn, and connect with each other and the products they bring into their lives. After experiencing the scale of digital reach and the impact of in-person connections in the tabletop gaming industry, I believe, more than ever, that the human element is what makes all the difference.
This belief was top of mind when shopping for a friend’s daughter’s birthday gift. To be efficient with time, my friends and I hopped online, finding fun in clicking through the infinite search results for “best gifts for a three-year-old.” But an hour and 20 items in the cart later, this method had lost its efficiency. We played roulette to decide which item got our money and said, “We’ll see.”
This is how billions of purchases are made every day, with urgently made decisions and time sold to the highest bidder. Online brands spend hours refining the perfect catchphrases to convince someone their games are right for them, layering in images that place those titles directly into their carts. Millions of impressions and thousands of likes later, the games get into people’s hands, but at what cost?
When I’m not a board game publisher, I turn to my other role as co-owner of The Player Agency, a hobby game store in New Jersey. My work there is grounded in something different: reviewing sales data, understanding what resonates with our customers, refining our assortment, and dreaming up meaningful in-store experiences. There’s no algorithm to guide those decisions — it’s built on experience, instinct, and real human interaction.
With more than a decade in the tabletop industry, I’ve owned two specialty game stores. In our digital age, running a brick-and-mortar business is not for the faint of heart. Margins are razor-thin, rent keeps climbing, and every week is a puzzle of making payroll and stocking new releases. But it’s in this environment that the real value of retail becomes clear.
When the doors open, shoppers trickle in, and so do their stories. I give my time to each person who walks through our door, and in return, I learn who they are and how games spark joy in their lives. Within minutes, I understand where gaming fits into their world and what themes interest them. I narrow the selection to guide their decision, and ten minutes later, they leave with the right game. They feel seen.
Walking into a specialty store dedicated to something you care about is incredibly validating. Having an expert guide your purchase is deeply human. There is no real replacement for that experience online.
Human connection is not quantifiable, but here’s what I know: If foot traffic were impressions, like an Instagram ad where a strong campaign converts around 3%, my store converts over 70%. If online return rates range from 20% to 25%, ours exceeds 35%.
What can’t be measured is the value customers feel when their time is respected. I will never grow tired of seeing the excitement in someone’s eyes as they imagine the experiences a game will bring. In return, I get to keep the lights on and do it all again tomorrow.
We’re all shoppers. Walking into a specialty store dedicated to something you care about is incredibly validating. Having an expert guide your purchase is deeply human. There is no real replacement for that experience online.
This is also why I’ve found such a strong home within Women in Toys, Licensing & Entertainment (WiT), where I’m proud to be a member and help lead its tabletop learning community. And at its core, WiT operates on the same principle as a great specialty store: connection, knowledge-sharing, and elevating people through genuine human interaction.
I can’t imagine life without the convenience of having everything at my fingertips. But I am equally grateful for the moments when I can unplug, walk into a store, and leave with exactly what I need or something I didn’t know I was looking for.
A version of this feature first appeared in The Toy Book‘s 2026 Specialty Toys & Gifts Issue. Read the full issue here!
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