Spielwarenmesse Unveils 2025 ToyTrends 

Spielwarenmesse has confirmed “Anime & Friends” and “Healthy Heroes” as its ToyTrends for 2025. The international TrendCommittee and the Spielwarenmesse team made this decision. 

The ToyTrends are selected to represent current developments in the toy industry and global societal issues. 

“Anime & Friends” was selected because it appeals to all age groups: kids, teens, and adults. Anime has found its way into all forms of media and toys, greatly impacting pop culture.

“Healthy Heroes” was selected to promote healthy choices for children’s bodies and minds. The “Healthy Heroes” trend promotes overall well-being in children through meditation, physical activity, and healthy eating. In a society that often replaces kids’ activity with sedentariness, this trend is important to remember for 2025. 

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.

There will be a presentation on the ToyTrends at Spielwarenmesse. For more information on these trends and Spielwarenmesse, visit spielwarenmesse.de/en/toytrends

Sesame Workshop Promotes Hallie Ruvin to SVP of Communications & Public Affairs, Aaron Bisman to SVP of Marketing

Sesame Workshop, the global impact nonprofit behind Sesame Street, has announced two new promotions within its team. Hallie Ruvin will oversee the Brand Narrative, Public Affairs, PR, and Events departments as the SVP of Communications and Public Affairs, while Aaron Bisman will oversee the Audience Development, Brand Marketing, Brand Creative, and Marketing Operations departments as SVP of Marketing. Both Ruvin and Bisman will work closely with Sherrie Westin, CEO of Sesame Workshop, to elevate the Sesame brand.

Prior to this new role, Ruvin had served as VP of Global Brand Narrative & Public Affairs for Sesame Workshop. She also worked in communications at the White House and the State Department during the Obama administration, most recently as the White House Associate Communications Director and Director of Specialty Media. As SVP of Communications and Public Affairs, Ruvin will lead communications on a global scale for the nonprofit, advancing its mission through storytelling and communication efforts.

Bisman had started with his own media and music non-profit in 2002, running it fir river a decade until he took on the role of Director of Brand, Sales, and Marketing at Jazz at Lincoln Center, where he launched mission-driven enterprises including a studio for branded content, a jazz conference, an NPR radio program, and a Grammy-nominated record company. Joining the Workshop in 2020, he served as the VP for Audience Development and with this promotion, will focus on prioritizing consumer engagement and fostering the relationships between the Workshop and its partners, donors, and fans.

Westin shares her thoughts on the promotions: “Aaron and Hallie are respected leaders with a demonstrated track record of harnessing the power of the Sesame Street brand to advance our mission for children and families around the world. Hallie has been at the communications helm of some of the Workshop’s most impactful programs, including our work supporting children affected by conflict and crisis, and she’s been instrumental in building our brand narrative and storytelling functions. Aaron has led the transformation of our marketing efforts into an audience-first framework, building our data infrastructure capabilities and leading the Workshop to its highest adult engagement to date, including re-launching and doubling traffic to sesame.org and growing our organic social media reach to 1.3 billion people annually. Their contributions have been exceptional, and I’m grateful for their thoughtful leadership and deep expertise as we work to help children everywhere grow smarter, stronger, and kinder.”

The LEGO Group Plans Training Program in China Ahead of New Factory Opening

The LEGO Group announced plans to train hundreds of its Vietnamese factory employees in high-tech production in Jiaxing, China. Employees will learn the skills and knowledge necessary for operating at the company’s new factory in southern Vietnam, which will open next year. 

LEGO employees headed to Jiaxing will participate in on-the-job training with hands-on learning. They will be trained by both employees of the Jiaxing factory and additional international factory employees. Employees from LEGO’s Billund, Denmark and Czech Republic factories are also on-hand in China to train employees from Vietnam. Jiaxing employees are focused on molding training, while European employees are dedicated to showing their colleagues the ins and outs of packing. 

Our team members are our most important assets. I’m incredibly thankful for the close collaboration we have had with other LEGO factories around the world to design trainings that provide our colleagues with best-in-class knowledge into the scale and technology behind what we are building at the site. These trainings are essential in ensuring operational readiness and are the foundation on which future team successes are built."
— Jesper Hassellund Mikkelsen, Senior Vice President and General Manager of LEGO Manufacturing Vietnam

This is not the first exchange of factory employees. The Jiaxing factory hosted Vietnamese workers for a week in August. 

LEGO will open its Vietnamese factory in the first half of 2025. The company reports construction is 85% percent complete and is on track to begin test production at the end of 2024. The LEGO Group announced the construction of the Vietnamese factory in 2021. The company plans to create more than 4,000 jobs over the next 15 years.

Trainees are welcomed in Jiaxing. | Source: The LEGO Group

To learn more about The LEO Group’s portfolio, visit lego.com.

People of Play Reveals Keynote Speakers for Inventor & Innovation Conferences

People of Play has shared its list of toy industry professionals who will speak at its upcoming conferences for toy industry inventors and innovators, which will be held from Nov. 6-9. This year’s conferences, sponsored by The Michael Kohner Corporation, TradeShowBooth.com, Moose Games, and Mattel, are being held at the Embassy Suites in Rosemont, Illinois, and attendees have the opportunity to network with some of the biggest names and companies in the industry.

This year’s emcee will be Azhelle Wade, known for her consultation, design, and education firm, The Toy Coach. The keynote speakers for the conferences will be Sharon Price John, Chairperson, The Toy Association (TA) Board of Directors (BOD), President and CEO of Build-A-Bear Workshop; Geoffrey Greenberg, Vice Chairperson, TA BOD, and Co-CEO of Just Play; Anne Carrihill, TA BOD, Director, GM, Category Leader of Toys and Entertainment at Amazon; and Greg Ahearn, CEO and President of The Toy Association, who will also act as a moderator of the panel.

Other speakers at the conferences include but are not limited to: Dougal Grimes, Founder of EightyTwo; Leah Zalinski, Operations Consultant and Growth Strategist; Christopher Bryne, longtime toy industry veteran and head of Bryne Communications; and Jason Keener, Intellectual Property Attorney with Irwin IP.

There will be a Mentoring Day during the conferences, where up-and-coming inventors and design students can schedule meetings to be paired with industry professionals. Attendees can also choose from four tracks: the New Inventor/Innovation Track, the Professional Inventor Track, the Product Acquisition Track, and the University Design Student Track.

Mary Couzin, Conference Founder, shares her thoughts: “If you have a product idea, you need to be at this conference. We pride ourselves in creating the right environment so that both new and professional inventors can learn from each other, make the right connections and move forward, whether they have a winning idea, or if it’s a stepping stone to the next one.”   

Registration is currently open, and details can be found on the ChiTAG website.

This is Halloween: 21 Toys & Games For Spooky Season

Fall is here and shoppers are on the hunt for seasonal toys and games to engage kids and collectors during the season of the witch.

From The Toy Book’s LA Fall Toy Preview issue comes an assortment of 21 great finds that are haunting retailers for a limited time. After all, when the clock strikes midnight on October 31, the the Peppermint Mocha will begin to flow as the holiday season kicks into high gear on November 1!


LIMITED EDITION SPOOKY SHASHIBO SERIES

The magnetic puzzle series gets a dose of Halloween with the Jack O Lantern Shashibo (pictured), full of scary spiders, ghouls, and ghosts, and the Twilight Shashibo, with its edgy colors and patterns.

Product Facts

  • MSRP:
  • $24.99
  • Age:
  • 8+

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CARE BEARS X UNIVERSAL MONSTERS FUN SIZE PLUSH

The Care Bears x Universal Monsters 9-inch Fun Size Plushies feature kids’ favorite Care Bears dressed up as classic Universal Monsters like the Bride of Frankenstein, Frankenstein’s Monster, and Dracula.

Product Facts

  • MSRP:
  • $9.99
  • Age:
  • 4+

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BEETLEJUICE GRAND HERITAGE COSTUME

It’s showtime! This deluxe costume captures the quirky style of Beetlejuice and includes a shirt, jacket, pants, tie, and wig, all with pointed attention to detail. The costume hits retail in time for the theatrical release of Beetlejuice Beetlejuice, the sequel to the 1988 film.

Product Facts

  • MSRP:
  • $110.99-115.99
  • Age:
  • Size: Adult

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MONSTER CARNIVAL TAMAGOTCHI

Monster Carnival adds a spooky flair to the Tamagotchi Uni experience, coming in a bold, punk design while offering Wi-Fi connectivity so kids can extend the fun with their virtual pets.

Product Facts

  • MSRP:
  • $59.99
  • Age:
  • 6+

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ZUMBIES

The walking thread dolls that bring you good juju, these six adorable, quirky, and slightly spooky friends are back from the dead, each with their own story.

Product Facts

  • MSRP:
  • $5.49-$5.99
  • Age:
  • 6+

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TOYMENDOUS WITCH HANDS

Each 3-inch hand is made of soft, stretchy rubber, making them comfortable to wear and able to fit most hands. The Witch Hands are available in two colors, green (pictured) and purple.

Product Facts

  • MSRP:
  • $3
  • Age:
  • 3+

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EXIT: THE MAGICAL ACADEMY

Players must utilize magic and solve riddles to save their school from a gang of polterbolds — small, pointy-toothed creatures from the netherworld.

Product Facts

  • MSRP:
  • $17.95
  • Age:
  • 10+

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BIZYBOO HOLIDAY SEEK ‘N’ FIND BUSY BAGS

Toddlers can squish, prod, and move around the beads inside these festive sensory toys to boost cognition and other skills.

Product Facts

  • MSRP:
  • $9.99
  • Age:
  • 2+

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FIVE NIGHTS AT FREDDY’S FREDDY FAZBEAR INFLATABLE COSTUME

Fans can step into the eerie world of Five Nights at Freddy’s with this inflatable costume inspired by the animatronic icon from the independent video game franchise.

Product Facts

  • MSRP:
  • $78.99-83.99
  • Age:
  • Size: Adult

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NEEDOH GLOWY GHOST

This bright ghost is filled with NeeDoh’s signature dough filling, boasts a silly expression, and glows in the dark.

Product Facts

  • MSRP:
  • $3.99
  • Age:
  • 3+

Buy Now

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FISHER-PRICE LITTLE PEOPLE COLLECTOR WEDNESDAY

Fans of the Netflix Original Series Wednesday can celebrate teen angst and creepy moments with this special edition Little People Collector figure set, which includes Wednesday Addams with Thing, Enid Sinclair, Marilyn Thornhill, and The Hyde monster.

Product Facts

  • MSRP:
  • $24.99
  • Age:
  • 14+

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BETRAYAL DECK OF LOST SOULS

A cursed deck of cards from the House on the Hill entraps players in this story-driven card game full of curses, horrors, and strategy.

Product Facts

  • MSRP:
  • $19.99
  • Age:
  • 12+

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GHOSTLY THE GOLDEN RETRIEVER

This 5-inch-tall pup is cloaked in a white ghost costume and holds an orange Trick-or-Treat bag in its mouth.

Product Facts

  • MSRP:
  • $14.99
  • Age:
  • 3+

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OUIJA SALEM EDITION

“The Witch City” moves to your game night with illustrations inspired by Salem, including famous landmarks such as the Witch House, The House of the Seven Gables, Derby Wharf Light Station, and more.

Product Facts

  • MSRP:
  • $29.95
  • Age:
  • 8+

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HALLOWEEN SQUISHMALLOWS (2024)

The beloved plush line gets a spooky treatment with the Halloween Squishmallows collection, which includes new characters like Jeb the Monster (pictured), and additional creepy creatures.

Product Facts

  • MSRP:
  • $5.99-39.99
  • Age:
  • 3+

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XSHOT INSANITY HORRORFIRE DREAD HAMMER

Kids can gear up to battle the undead with this blaster. It features a 35-dart clip and includes 48 Air Pocket Technology darts for precise shots with up to 90 feet of range.

Product Facts

  • MSRP:
  • $24.99
  • Age:
  • 8+

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WALL CRAWLER GECKO

This gecko crawls with life-like movement not only on the floor but also across all the walls. Use the remote to maneuver the gecko and watch its glowing LED eyes.

Product Facts

  • MSRP:
  • $29.99
  • Age:
  • 4+

Buy Now

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MGA’S MINIVERSE MAKE IT MINI DINER: HALLOWEEN

Kids can unwrap a mystery ball-shaped capsule with a Halloween theme to build spooky dishes and drinks. There are four styles to collect and one rare licensed ball.

Product Facts

  • MSRP:
  • $9.99
  • Age:
  • 8+

Buy Now

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MARVEL DEADPOOL UNICORN RIDER INFLATABLE COSTUME

Based on Deadpool and his magical multicolored steed, this dynamic combo features a printed costume top and full fabric mask plus an inflatable unicorn that covers the legs. It’s also equipped with a built-in fan and detachable battery pack.

Product Facts

  • MSRP:
  • $69.97
  • Age:
  • 14+

Buy Now

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DEDDY BEARS LIL’ COFFIN DODGERS

These deadly plush animals come in coffins, but they’re as harmless as can be. Kids can add the characters Squash, Howler, Beezelbear, and more to their spooky collections.

Product Facts

  • MSRP:
  • $9.99
  • Age:
  • 3+

Buy Now

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PLAYMOBIL WITCH WITH CAT

Don’t be spooked by this little Magical Witch — she’s friendly. The set includes one Playmobil witch figure with a witch hat, black cat, and broom.

Product Facts

  • MSRP:
  • $5.99
  • Age:
  • 4+

Buy Now

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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!

MAGNA-TILES Continues Partnership with AdoptAClassroom.org, Helps Classrooms Nationwide

MAGNA-TILES is entering year two of its partnership with AdoptAClassroom.org, and its latest education advocacy initiative is to provide MAGNA-TILES sets and AAC funding to more than 200 classrooms across the country. 

This partnership will help teachers and students in Connecticut, New Hampshire, and Oklahoma. According to AdoptAClassroom.org’s 2024 national survey, 50% of teachers need STEM classroom materials. MAGNA-TILES is providing participating teachers with multiple STEM-accredited tile sets and $300 each in AdoptAClassroom.org funding for additional supplies they need. 

MAGNA-Tiles continues its partnership with AdoptAClassroom.org.  | Source: MAGNA-TILES

“Teachers spend an average of $860 of their own money on school supplies for their students each year. They shouldn’t have to spend their own money to ensure their students have access to the materials they need just to learn,” says Ann Pifer, Executive Director of AdoptAClassroom.org. “We are grateful that MAGNA-TILES is supporting teachers in a meaningful way. Teachers have always embraced the educational value of MAGNA-TILES sets, and we can’t wait to see how they will inspire their young students to build and grow.”

Since its start 27 years ago, MAGNA-TILES has become the U.S.’s top magnetic building set brand, according to data from Circana.

"MAGNA-TILES was born in the classroom, and we are proud to build on our 27-year legacy of supporting teachers and inspiring young minds. Through our multi-year partnership with AdoptAClassroom.org, we are reaffirming our commitment to educators as they face new legislation requiring play-based learning curriculum. We are committed to bridging the gap, investing in our teachers and inspiring our future engineers, architects, and creative thinkers as they build on their dreams, tile by tile!"
Michael Valenta, President of MAGNA-TILES.

Teachers looking for a play-based curriculum and additional resources to incorporate MAGNA-TILES play into their classrooms can visit MAGNA-TILES blog. For more information on the company, visit magnatiles.com.

Hot Wheels Hits the Track with Formula 1 Partnership

Hot Wheels and Formula 1 (F1) have put the pedal to the metal with a unique collaboration. The brands have joined forces to create a new range of 1:64-scale die-cast vehicles and playsets starting with a collector-focused model available through Mattel Creations.

The car features an all-metal chassis, three interchangeable Pirelli tires, and bespoke Real Riders wheels. Inspired by the Hot Wheels “Original 16” design, the car includes an illustrated blister card packed in a Kar Keepers clamshell case. The number 68 on the car’s nose is a nod to the year Mattel introduced Hot Wheels to the market.

Hot Wheels are sold in more than 150 countries. F1, known for its speed and innovation, boasts more than 700 million fans across its 24 races. Mattel will unleash a full range of F1-inspired toys next year timed to the 75th anniversary of F1.

“Hot Wheels has always been about nurturing the challenger spirit, so the partnership with Formula 1 is a natural and exciting fit. It will bring two of the largest global fan communities together to share their passion for cars and racing,” says Roberto Stanichi, Executive Vice President, Hot Wheels & Head of Vehicles and Building Sets at Mattel. “In collaboration with Formula 1, we have put together a program that allows kids to replicate the thrill of F1 racing where they can drive like the pros and engages with our loyal communities on a global scale. Like Hot Wheels, F1 is all about thrill and car performance, and the broad collection we’ve created will take F1 fandom to the next level along with additional consumer touchpoints like digital and retail activations.”

For more information on Mattel’s toy and brand portfolio, visit mattel.com.

The Loyal Subjects, Hasbro Serve Up More Details on ‘Retro Reimagined’ Brand Partnership Plans

Last month, The Toy Book exclusively revealed that The Loyal Subjects (TLS) and Hasbro inked a deal to revive numerous fan-favorite brands from the 1980s.

Now, the companies have shared additional details on the plans for M.A.S.K., Jem and The Holograms, R.O.M., Popples, Playskool’s My Buddy, and more. The news comes alongside the official word that former Hasbro exec Ben Montano and former Just Play designer Dina Al Rifai joined TLS earlier this year as Senior Vice President and General Manager and Creative Director, respectively.

Nearly two decades in the toy industry and 45 years of being a kid at heart has led me to this epic adventure. I am so fortunate to join alongside such amazing brand stewards, harnessing the vibes and soul of each brand in the portfolio and creating incredible toys that connect emotionally with generations of consumers. The collection of Hasbro brands that we have the incredible opportunity to reimagine is mind numbing.”
— Ben Montano, Senior Vice President and General Manager, The Loyal Subjects

Montano will formulate strategies across the business while Al Rifai focuses on “driving product development into a new era with stronger appeal and richer experiences” for consumers.

Joining The Loyal Subjects as Creative Director feels like the ultimate adventure for an 80s baby. I'm thrilled to bring my passion and enthusiasm of toys to a group that so perfectly blends talent and imagination. TLS stands out in the toy world – we're not just another toy company, but a hub of boundless creativity where innovation knows no limits. I have no doubt that the TLS team will bring that magic back to life for a new generation of toy lovers, all while setting new standards for what's possible in the world of toys.”
— Dina Al Rifai, Creative Director, The Loyal Subjects

Next year marks the 40th anniversary of M.A.S.K., Jem, and My Buddy, a trio of brands that were staples in the pages of The Toy Book during the mid 1980s, starting with the magazine’s very first print edition at Toy Fair New York in February, 1985.

“It has been very special to team up with TLS for this exciting multi-property deal. By working with a brand renowned for its innovation and dedication to quality, we are bringing new life to some of Hasbro’s most cherished heritage brands,” says Bradley Bowman, Senior Licensing Director at Hasbro. “This collaboration not only honors the rich legacy of these beloved properties but also promises to deliver exceptional and nostalgic experiences to fans old and new. We look forward to seeing these classic characters and stories reimagined with TLS’ unique touch.”

Source: the Loyal Subjects/The Toy Book

Walmart will debut Jem and The Holograms and Playskool’s My Buddy on February 1, 2025.

According to TLS, My Buddy is an 18-inch remake of the original while the 12-inch Jem dolls feature upgrades including the iconic theme song playing at the push of a button through the doll’s stand.

M.A.S.K. will follow in the summer with a range that replicates the originals with some modern upgrades while Popples and My Pet Monster return to toy departments next fall.

Saudi Entertainment Ventures Joins Forces with Mattel to Bring Hot Wheels Electric Karting Experience to Saudi Arabia

Hot Wheels fans in The Kingdom of Saudi Arabia can look forward to new e-karting experiences across the country. Saudi Entertainment Ventures (SEVEN), part of Qiddiya Investment Company (QIC), shared that they would be working with Mattel to bring six e-karting race tracks to different cities in Saudi Arabia. SEVEN seeks to strengthen its portfolio and further build up the karting community by including these Hot Wheels e-karting experiences in its entertainment destinations. Overall, the company is spending more than SAR $50 billion to build 21 entertainment spaces in 14 locations in the country.

“We aspire to build solid partnerships that will enrich our innovative journey towards transforming Saudi Arabia into a leading global hub for entertainment through developing a unique entertainment ecosystem,” says Damien Latham, Chief Attractions Officer at SEVEN. “The partnership with the Hot Wheels brand will bring Mattel’s brand mission to the Kingdom — to ignite the challenger spirit that lives in every person to help them reach their true potential. It will help our guests build and nurture their skills, accelerating the potential of Saudi Arabia’s promising young drivers and helping shape the future of karting champions.”

Josh Silverman, Chief Franchise Officer at Mattel, adds, “Hot Wheels captures the challenger spirit, inspiring everyone to reach their full potential. This ethos aligns perfectly with SEVEN’s mission to deliver world-class entertainment that brings joy and excitement. More than just an e-karting experience, it’s a turbocharged destination for families, thrill-seekers, competitors, and newcomers alike. We’re excited to partner with SEVEN to bring ‘Hot Wheels’ across the Kingdom.” 

The e-karting experiences will be in six of SEVEN’s different entertainment locations: Riyadh, Makkah, Taif, Al Madinah, Tabuk, and Jazan.

9 to 5 Warriors Returns to Kickstarter as The Bandits Strike Back

Some new recruits are clocking in.

Last year, the independent action figure brand 9 to 5 Warriors made waves with its first batch of products inspired by the oddball action brands of the early 1990s. The line, originally the subject of a Kickstarter campaign in 2021, found success with collectors and made its way into independent specialty retailers across the U.S.

Now, creator Brandon Braswell has the brand back on Kickstarter raising funds for a second wave of characters aimed at “the Toys ‘R’ Us kids who never grew up.”

I’ve always been inspired by the cartoons and toys of the 90s, and I wanted to create something that recaptures that spirit of creativity and unlocks imaginations—that 'Saturday Morning Magic.' 9 to 5 Warriors turns everyday office supplies and leftover food into characters with rich personalities, making for a fun, imaginative experience that resonates with fans of all ages. Our first wave introduced leaders Major Eraser and Colonel Custard, along with their trustworthy soldiers Tech Sergeant Scotchy and Commodore Crisps. Now, we’re ready to expand the battle with exciting new figures and features."
— Brandon Braswell, Creator, 9 to 5 Warriors

The new factions include the Break Room Bandits and the Water Cooler Commandos.

Source: 9 to 5 Warriors
Source: 9 to 5 Warriors

At press time, the current campaign has nearly $22,000 in backer funds against a $45,000 goal with 16 days to go.

View the campaign here.

Interested retail partners and distributors can learn more at 9to5warriors.com.

Additionally, the Kickstarter campaign offers numerous perks, including Battle Bits, tiny accessories that work with real-life office supplies to extend the play experience.

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