Fireside Games’ latest card game puts players’ matching skills to the test.
Designed for players ages 10 and up, this competitive card-matching game challenges players to remove all the cards in the 15-card pyramid by playing matches out of their hand and a shared pool called the alta hand. Players can match cards by number, value, or color. They can also combine cards to equal the value of a card in the pyramid. For example, a player can match a yellow 3 card and a blue 4 card to a green 7 card.
There are multiple ways that players can make a match. | Source: Fireside Games
There are multiple ways that players can make a match. | Source: Fireside Games
Source: Fireside Games
As more matches are made, players get two more cards for each Ultimatch — one for their hand and one for the alta hand. The game ends when players clear the pyramid or don’t have any legal moves left. Each round lasts around 20 minutes, which is perfect for a fast-paced game night or one last round to close off a night of bigger games.
Plush manufacturer Ty and BBC Studios recently established a global licensing deal for a line of Bluey-themed Beanie Baby plush. This partnership marks the biggest deal between BBC Studios and Ty to date.
Retailers and families can expect Beanie Baby versions of Bluey, Bingo, Mum (Chilli), and Dad (Bandit). The line will launch in retail stores in the U.S., Canada, Latin America, the UK, and more in December. Countries such as Australia and New Zealand will receive the toys in January. The licensing deal excludes Asia.
Ty joins a lengthy list of Bluey licensing deals. The licensing program currently includes 350 licensees globally, such as Moose Toys. According to Circana, Bluey is number two in preschool toys character property in the U.S. and was the number one UK license in preschool last year.
“We are thrilled that Bluey will now feature the iconic Ty red tags,” says Julie Kekwick, Head of Licensing for BBC Studios UK & EMEA. “This is our largest deal with Ty to date, underscoring the immense appeal of the hit TV series Bluey and its heartwarming characters.”
Ty Warner, founder of Ty, adds “Bluey brings joy to millions of fans around the world, exploring themes of family and growing up while celebrating imaginative play and having a lot of high-energy fun. At Ty, we share the same purpose — encouraging kids and, indeed, all our fans to imagine and to dream.”
To view Ty’s current product offerings, visit shop.ty.com.
German toy company Stapelstein recently expanded its product line. The company has added the Stapelstein Grow and Stapelstein Mini — based on the Stapelstein Original — for kids to stack, spin, walk on, sit on, or use in various creative scenarios. These new sizes will be available for all ages on Sept. 16 on the Stapelstein website.
The Stapelstein Grow elements are larger than the Original. | Source: Stapelstein
The Mini products can fit in a kid's hand. | Source: Stapelstein
The Stapelstien Grow is twice the size of the Original element, so adults can play like a smaller kid, and kids can make bigger creations a reality.
The Mini is a smaller take on the Original Stapelstein element. Kids will feel tall — just like their favorite grown-ups — as they play with the smaller element, and grown-ups will appreciate the price point. The Mini, Original, and Grow will help kids develop their gross motor skills as they carry, stack, or walk on the toys.
“Grow and Mini invite us adults to admire the world from the fantastic perspective of children and rediscover childlike curiosity and joy in play,” Stephan Schenk, Designer and CEO of Stapelstein, says. “The sparkle in the eyes of both children and adults when they see and hold a Grow element for the first time is unique and shows us that Grow and Mini will create unforgettable play moments for the whole family.”
The Mini will be available as a set of six and the Grow will be available as a single element, in a set of three, or a set of six. Both sizes will be available in the classic and pastel colorways.
For more information on Stapelstien offerings, including the Original, visit stapelstein.com.
by CHRIS BYRNE, The Toy Guy, President, Byrne Communications, Editor – Global Toy News
For years, the toy industry has talked about the “international business.” This business is characterized by products introduced in one market and gradually launched across distinct markets, properties, and channels worldwide. Because these are toys and games, it could take several seasons to reach market saturation.
Those days are decidedly gone, and a new, globally interdependent business has taken over, bringing new challenges and opportunities, with times measured in months or just weeks. Negotiating this new landscape to maximize — and not miss — opportunities is a task facing every toy company this year.
Issues include supply chain management, manufacturing, shipping, and overall logistics. While specifics vary, those constants remain. What we’re seeing now, though, is a more significant shift. Driven by social media, diversifying retail channels, AI, and a year-round selling cycle, a new picture of the global toy industry is emerging, and change is coming at an unprecedented pace.
“It’s not for the faint of heart,” says Herb Mitschele, Executive Vice President of Global Sales and Planning for Jazwares. “Several things to consider are the country’s political, economic, and legal framework; the barriers to entry; the size of the market; and the overall investment needed to make the market a success.”
Sticki Rolls: Source: Sky Castle Toys
SOCIAL MEDIA UNITES THE WORLD
That’s a dramatic statement, but it’s no less accurate. As Jay Foreman, CEO of Basic Fun! points out, it took months for POGs to find their way from Hawaii to the mainland to become a hit in the 1990s. Fingerboards, too. Today, TikTok, Instagram, and YouTube dominate, meaning something can become a sensation virtually overnight. “If something hits, and it’s in a warehouse anywhere, someone can buy it,” Foreman says.
Josh Loerzel, Co-Founder of Sky Castle Toys, says, “In this environment, you can’t afford not to be international. Previously, you could control when you wanted to launch because the key driver was TV.” Now, he says, the marketing is “bleeding” from the U.S. into other countries thanks to social media. He notes that with Sky Castle’s Sticki Rolls, the product went viral with 30 million views in two weeks, but 51% of those views came from outside the U.S. “Kids are going to see things and want them, and if you wait or you’re not ready, you’ll lose the sale,” he adds.
That same speed can amplify risk, however. Just as quickly as things pop, they can come back to Earth. As Foreman points out, the market seems to cycle through novelty every six months.
It’s a data-driven sector, and as Loerzel says, influencers play a role. TV ad dollars have shifted to influencers, and they’re necessary to generate attention. The ability to track attention span, retention, rate, and how content performs is almost instantaneous. And it happens without borders.
AI CHANGES PRODUCTS
Nelo Lucich, CEO of Skyrocket Toys, says that international sales comprise “a pretty big chunk” of his company’s business, acknowledging that there are still some countries where toys like the Faction line of Gel Bead Blasters lack distribution. “Most of our products are intended for global markets, and we think about everything from a global perspective,” he says.
AI has facilitated international expansion for small- to medium-size companies like Skyrocket. Its new talking toy, PLAi: Poe the AI Story Bear, can be adapted and localized for other markets by employing AI. According to Lucich, the AI doesn’t just do a straight translation. “You can generate it in a contextual sense,” he says. “The stories will be correct and cultural.”
AI is supporting marketing as well. Loerzel notes that AI can seamlessly translate audio on content videos to any language. In addition to the current programs they are using, he adds that Google is Beta testing a platform that will use AI to translate into a native language based on IP address alone.
SELLING AROUND THE WORLD
Even as Foreman points out that chasing sales is an ongoing, year-round effort, the question of trade shows is at the top of virtually everyone’s mind. The balance between time, efficiency, location, and investment is a constant question.
Loerzel says that the LA Fall Toy Previews this month will be critical for Sky Castle. His company and others of similar size depend on international distributors, and the early look at new products will be invaluable in planning and forecasting.
Foreman thinks that moving ahead, Hong Kong will return to importance, noting that the Hong Kong Toys & Games Fair had a strong show this year. Sophia Chong, Deputy Executive Director at HKTDC, says this success “demonstrates the power of trade shows as catalysts for international business growth and expansion. Trade shows like ours are dynamic platforms that spark alliances, inspire innovation, and foster relationships contributing to a thriving global market.”
Many in the industry agree that Spielwarenmesse, the Nuremberg Show, remains critical. Christian Ulrich, Spokesperson for the Executive Board at Spielwarenmesse eG, adds that for emerging businesses and innovative startups, the show “offers valuable opportunities to expand into new markets.”
The recently rebranded Toy & Hobby China (formerly Toy & Edu China, aka the Shenzhen show) in April is likely to continue growing in importance as a showcase for exceptional design and a platform for creating broader international distribution partnerships.
The Toy Book will continue to cover international issues in the context of a dynamic marketplace. While this only scratches the surface, for now, Ben Dart, Chief Operating Officer at Moose Toys, succinctly sums up the situation for his company and the industry: “The toy industry continues to evolve, and producing innovative and strong value products for consumers has never been more important.” He advises maximizing expansion opportunities, optimizing channel diversification, and generating efficiencies.
The endgame is the same, but the gameplay has evolved.
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!
by GERRICK JOHNSON, Independent Toy and Leisure Products Expert
News from the public toy companies improved during second quarter earnings season, with more confidence in 2024 than we heard earlier in the year. Still, cautiousness remains heading into Q3. Hasbro (HAS) still sees the industry down mid-single digits this year, while Mattel (MAT) also sees it down “slightly.” The concerns I have heard most often from public toy companies are the impact of the economy on consumer spending as well as shifts in consumer spending towards experiences and services.
Public investors have been skeptical of stabilization in 2024 and growth in 2025 for toy companies, as evidenced by valuation multiples for toy stocks that are at discounts compared to historical data and the overall market. The average price-to-earnings (P/E) ratio for public toy companies is 12.3x 2024 earnings per share (EPS) estimates and 12.1x 2025 EPS estimates. This is a significant discount to the S&P 500 Index, which trades at 22.6x 2024 EPS estimates and 20x 2025 estimates. Historically, toy stocks have traded at ~15x forward EPS. By valuing these companies at a discount, investors are betting that earnings estimates are too high and need to come down.
Yes, it’s a challenging economy. But aren’t toys defensive? And yes, the shift to experiences is real. But why are experiences more appealing than toys? I think the answer is a general lack of compelling innovation. When I walk the toy aisles or surf online, I see little that excites or intrigues me.
The economy is easy to blame for lackluster performance. Few will argue with the challenge consumers face, but I was taught that toys are the last thing to be cut from the family budget. I recall a time when a tough economy meant investors would buy toy stocks because they were defensive, not sell them because they were discretionary. Investors clearly don’t feel that way anymore, with the five North American toy stocks — Funko, Hasbro, JAKKS Pacific, Mattel, and Spin Master — declining, on average, -21% over the last two years (vs +39% for the S&P 500).
But if we look back through history, the toy industry has shown decent performance in poor economies. In 1982, U.S. GDP compressed -1.8% (Bureau of Economic Analysis), and inflation was +6.2% (Bureau of Labor Statistics). The toy industry, however, grew about +20% (according to some old NPD/TRST data I had tucked away). There was some great innovation back then. He-Man was introduced in 1981 and took off a year later (Toy Time, Christopher Byrne, 2013). Trivial Pursuit was released in 1982, bringing folks of all ages together with something new in the game aisle.
In 1983, as the U.S. was climbing out of recession, the toy industry grew by +15%, with more innovations like Care Bears, Rainbow Brite, and, of course, Cabbage Patch Kids. Each Cabbage Patch Kid was unique and adoptable — a truly innovative concept.
During the recession of 1991, the GDP shrank -0.1%, and inflation was +4.2%. Yet the toy industry grew by +15% (and another +12% in 1992). I credit POGs, the re-imagined milk cap game, and the introduction of Larami Corp.’s Super Soaker, a giant leap forward in water blasters.
How about the global financial crisis of 2009? Back then, GDP compressed -2.6%. While the toy industry shrunk -0.5%, that was much better than other consumer discretionary categories. Spin Master’s Bakugan “burst” onto the scene in 2008 with some of the best engineering we’d seen in a toy since Transformers debuted in 1984, and the brand racked up sales in 2009.
We all know that great innovation can help grow the entire industry by creating buzz and excitement while generating multiple trips and clicks to the store. But over the past couple of years, I haven’t seen a whole lot. And this year? I’m still waiting to be titillated. So far, what I’ve seen hasn’t impressed me much. The return of Street Sharks and Moana? Squishmallows as miniature collectibles? Fisher-Price wooden toys? More Transformers, Minions, and Teenage Mutant Ninja Turtles? Of course, I haven’t seen everything coming to market yet, so there is still hope for the holiday season.
Why the scarcity of toy innovation? I have two guesses. The first is the COVID-19 pandemic. Working from home was not ideal for toy development, and I believe we have seen the result of that innovation gap flowing through to the retail channels.
Then, I wonder if the Toys “R” Us bankruptcy chickens have come home to roost. It’s been six years since the nation’s only dedicated big-box toy retailer liquidated its entire store fleet. At the time, I had written that the industry would suffer, particularly in the area of innovation. Toys “R” Us carried an expansive line of products across many categories, allowing toy companies to experiment with new ideas. The current retail paradigm is less conducive to new, fresh ideas.
Or maybe those are just good excuses, and the toy industry has lost its innovative spirit. I can’t say I have the answer, but I know the toy industry is resilient and filled with many intelligent, entrepreneurial people. The industry has overcome many challenges in the past, and I have faith it will regain its mojo. When that happens, hopefully investors will be inspired by new concepts and ideas; take another look at toy stocks; and recognize their defensive characteristics, inexpensive valuations, and growth potential. That should lead to multiple expansions and stock price appreciation.
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!
by MADDIE MICHALIK, Assistant Manager, Content & Digital Communications, The Toy Association
One toy can make a world of difference for a child in need. Imagine a stuffed animal becoming a cherished confidant, an action figure transforming into a sidekick, or a coloring book unlocking imagination. For many kids facing hardship, these aren’t just toys — they’re a tangible reminder that someone cares.
As the holiday season approaches, The Toy Foundation, the philanthropic arm of The Toy Association, is uniting companies across the toy industry to bring the magic of play to kids who need it most, regardless of their circumstances. The Foundation’s Toy Bank stands ready to partner with manufacturers, retailers, and distributors to collect new toys, games, books, and other playthings and distribute them to millions of children in need around the world.
The true power of our industry is demonstrated when we come together to make a difference. By supporting The Toy Bank’s holiday collection, you’re giving hope, joy, and the benefits of play to children who are sick, suffering, or otherwise in need. Our collective effort has the ability to transform lives and spread the magic of the season far and wide.”
— Pamela Mastrota, Executive Director of The Toy Foundation
Why Your Involvement Matters
The impact of a company’s toy donation extends from local communities to countries going through a humanitarian crisis. Toys collected are distributed to The Toy Bank’s nonprofit partners worldwide, including global organizations like World Vision, national programs like Hope for Henry, and local grassroots efforts such as Giving Friends, Brooklyn Youth Enrichment, Metro Kidz, and Crayons to Computers.
Many of these organizations host neighborhood toy drives during the holidays and rely heavily on donations to meet the high demand for toys. By donating to The Toy Bank, companies ensure that these organizations can allocate their already limited budgets to other critical needs and provide high-quality toys that will truly make a difference.
Participating in The Toy Bank’s holiday collection also provides companies with a meaningful way to fulfill their corporate social responsibility goals. Thanks to the industry’s enduring commitment to philanthropy, The Toy Bank has collected $20 million worth of toys this year alone and distributed these playthings to more than 1.6 million children worldwide. Since 2003, The Toy Bank has impacted 33.3 million children globally, a powerful testament to the toy industry’s collective impact when it comes together for a shared goal.
How to Get Involved
To ensure that toys reach children in time for the holidays, The Toy Bank is collecting toys through October. This allows The Toy Bank sufficient time to manage logistics and distribute the toys to its network of over 3,000 nonprofit partners. No toy donation is too small or too large; all types of products, including plush, games, craft kits, books, and more, are welcome.
The Toy Bank makes it easy for companies to contribute through various channels year-round. The Toy Bank will pick up the donation for free, provide an acknowledgment letter for tax purposes, and report back on the impact of your donation. To make a product donation, you can complete a donation form at toyfoundation.org/toy-bank and submit it to ttfinfo@toyfoundation.org. Or, you can visit toyfoundation.org/donate to make a cash donation.
The Toy Bank is your partner in delivering the gift of play. No matter where your business is based or how many toys you have to donate, you’re helping to make this holiday season unforgettable for kids who need it most. Together, we can make a world of difference — one toy at a time.
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!
Don’t let her looks fool you: Barbie turns 65 this year.
Throughout the years she’s been an astronaut, a chicken farmer, and a ballerina; she’s donned haute couture and streetwear; become a Hollywood movie star; and maintained her status as both an inspirational and an aspirational figure for little girls.
There’s just one question: How does she do it?
In one sense, attitude is everything, but there’s more to it. “Barbie strives to live authentically and chases her dreams no matter what, whether that’s on screen, through the diverse product offerings, or through inspiring stories,” says Krista Berger, Senior Vice President of Barbie and Global Head of Dolls at Mattel. “Above all, Barbie encourages fans to embrace their individuality and dream big, showing them that they can be anything while staying true to themselves.”
Helen Mirren and Shania Twain were honored with Role Model Barbies this year. | Source: Mattel
For her 65th birthday, Mattel pulled out all the stops, including crafting one-of-a-kind Barbies for nine professional female athletes, releasing new commemorative products, and honoring noteworthy women. “We kicked off Barbie’s 65th anniversary celebration in March with the 2024 International Women’s Day Role Model global lineup, featuring inspirational storytellers such as Shania Twain and Viola Davis,” Berger says.
Source: Netflix
A DOLL FOR EVERY GIRL
And though Barbie has been inspiring girls of all sorts for 65 years, that inspiration has not always been equal. This disparity is highlighted in the recent documentary Black Barbie, which debuted on Netflix this Juneteenth and chronicled the first Black Barbie doll to hit the market. Barbie was famously modeled upon Mattel co-founder Ruth Handler’s daughter, and so for much of her existence appeared as white with blonde hair and blue eyes. Though the first brown-skinned doll within the Barbie universe was released in 1967, it wasn’t until 1980 that a bonafide Black Barbie hit the market, thanks to Kitty Black Perkins, a pioneering designer at Mattel.
The power of seeing a Black Barbie and having diverse representation in the doll aisle is no small thing — take Brown vs. the Board of Education, for example. During the trial that dismantled segregation in the U.S., a selection of Black and white dolls were used to demonstrate the negative impacts of segregation. Most of the children preferred the white dolls versus their Black counterparts.
Venus Williams (United States) | Source: Mattel
The impact of having Barbie, the most iconic and recognizable doll of all time, finally appear as Black cannot, therefore, be overstated. “I had a sense that it was going to be well received,” Perkins said in a Barbie Signature interview. “I had no idea it was going to be as groundbreaking as it is now, but if you look at the history of Barbie, the reason Barbie is No. 1 is because she was the very first of her kind. When we did Black Barbie, she too became the very first of her kind.”
Barbie 65th Anniversary Doll | Source: Mattel
A FASHION ICON
Barbie’s effect on culture and her inspirational quality are inseparable from her fashion. Karan Feder is a researcher, historian, and author of the book Barbie Takes the Catwalk: A Style Icon’s History in Fashion. She’s also curated a touring exhibition entitled “Barbie: A Cultural Icon” that lands at the Museum of Arts and Design in Manhattan this October.
For Feder, Barbie’s hold on the culture came full circle a decade ago.: “What happens in 2014 is Moschino’s Jeremy Scott releases a super popular runway show where he outs that his muse for the fashion is Barbie. And that is the first time where Barbie has inspired a professional fashion designer rather than professional fashion designers, up until that point, inspiring Barbie’s clothes,” she says.
The impact on fashion is where Barbie entered a new era of inspiration, Feder adds, not just as an aspirational figure for kids, but as a cultural touchstone.
Source: Mattel
INSPIRING GIRLS TO BE ANYTHING
Above all, it’s perhaps a slew of careers that have been the most integral part of Barbie’s inspiring nature. “The other thing that you can’t deny again, is the fact that Barbie, as even a teenager, was always working. And she always had a job at a time when it wasn’t a given, that women were always going to be working,” Feder says. “And I think that is also an aspirational quality … they were at least introduced to that concept by Barbie.”
Berger reiterates this, explaining that not only has Barbie always held jobs, but she has often held jobs in which women have been historically underrepresented. “For instance, the first Barbie doctor doll was released in 1973, a time when women only made up 5% of all physicians in the U.S.,” she says. Even if Barbie’s first career doesn’t scream “empowerment,” it marked the beginning of her career legacy. “Barbie started working from day one. She was born as a fashion model, so she’s always been a working girl,” Feder adds.
The U.S. Chamber of Commerce reports that in February 2020, 59% of women were participating in the labor force, just a 21% increase since 1960, the year after Barbie was introduced, a number that’s still about 10% lower than men’s participation. Though the elusiveness (and therefore the allure) of work may have dwindled since 1959 for little girls, the discrepancy in labor force participation and equal representation at the highest levels is why Barbie’s career frenzy hasn’t hit the brakes one bit. This year, Mattel revealed that Barbie’s 2024 Career of the Year celebrates women in film, an industry in which women fill just 21% of roles such as directors, writers, and producers for the 250 top-grossing films. It’s an appropriate honor coming on the heels of last year’s Barbie: The Movie, a record-breaking box office smash that was nominated for an Academy Award for Best Picture.
At 65, Barbie still offers little girls the opportunity to imagine dream careers — or work-free dream lives — while allowing them to see themselves both physically and through the qualities Barbie embodies. In other words, Barbie’s true work, that of inspiring, shaping, and reflecting the culture, goes on.
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!
How would you celebrate your 25th anniversary in toys? I say, get on the floor and play!
In 1999, the first year of TCG Toys, pocket monsters (a.k.a. Pokémon) were all the rage, dot-coms were booming, and Y2K fears made headlines. In the past 25 years, we have witnessed tremendous change and innovation.
Our Journey
Starting with humble beginnings, TCG Toys has grown into a leading name in the toy and game industry. Our first big hit was MegaMats (now ImaginMats), which became a favorite among parents and toddlers alike. Over the years, we expanded our product line to include SureLox puzzles, wood toys, classic and feature games, and collectible figures that delighted fans worldwide.
Key Milestones
2000: The Canadian Group (later rebranded as TCG Toys for a more global appeal) starts its journey as a distributor for classic games and puzzles.
2006: Our proprietary brand, SureLox Puzzles, with its unique interlocking puzzle pieces, is first released.
2013: Launch of the MegaMats/ImaginMats playmat brand featuring favorites like PJ Masks, PAW Patrol, Barbie, Hot Wheels, Teenage Mutant Ninja Turtles, and more!
2020: TCG Toys introduces Spin Flip, revolutionizing brain-teaser puzzles with a blend of art and mechanics.
2023: New launch of FleXfigs™ flexible, poseable figures you can play and collect in a huge line of licenses including SpongeBob SquarePants, Sonic the Hedgehog, WWE Legends, The Elf on the Shelf, Disney, and more!
2024: New for this year, TCG Toys is introducing PoBody’s Nerfect, its first social game! Based on spoonerisms, this tongue-twisting game will quickly become a favorite with friends and family.
Pobody’s Nerfect | Source: TCG Toys
Our People
Our success would not be possible without our dedicated team. From the designers who bring imaginative ideas to life to the engineers who ensure our products are safe and durable, every member of TCG Toys plays a crucial role. Special thanks to our long-standing employees who have been with us from the start, and to new members who bring fresh perspectives and innovations.
FleXfigs latest characters include WWE Legend Hulk Hogan, The Elf on the Shelf, and Sonic the Hedghog | Source: TCG Toys
Customer Appreciation
We are deeply grateful to our customers, whose loyalty and feedback have been instrumental in our growth. Your enthusiasm and support inspire us to continually innovate and improve. From our SureLox VIP Puzzle program to toy testers and reviewers, it’s with their input and inspiration that we continue to produce toys that are fun and bring people together. Whether it’s through heartwarming stories of family game nights or the joy of a child unwrapping a new toy, you remind us why we do what we do.
Looking Ahead
As I toast TCG Toys’ incredible journey of more than 9,000 days, reflecting on our countless achievements, growth, and resilience, the most important takeaway is to remember why we do what we do. We create and innovate for the love of play.
Join me in celebrating 25 more years of imagination, creativity, and joy. Let’s continue to inspire and be inspired by the power of play.
Playfully yours,
Michael Albert
Chief Executive Officer & President, TCG Toys
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!
Lights, camera, action! It’s go time in California! From toys to movies to video games to stars … take a stroll down The Toy Book’s playful walk of fame and see how you score on this issue’s POP-Pacific quiz honoring the LA Fall Toy Previews!
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!
Christmas is just under four months away. Walmart is ready for the holiday season and is launching its annual list of top toys.
Walmart’s Top Toys List features 66 of the most trendy toys from kid-favorite brands, including Disney, LEGO, Barbie, and more. One of the highlights of the list is Barbie World, a Walmart-exclusive collection of Barbie accessories and playsets that any doll lover is going to have on their wish lists.
The list also features an assortment of 25 toys that are available for less than $25, including the entire Barbie World collection, which ranges from $9.99-24.97.
12-Inch Character Kid’s Training Wheel Bikes | Source: Huffy
Fisher-Price Rockin’ Record Player | Source: Fisher-Price
Catchables Party Game 4-Pack | Source: Exploding Kittens
“The holiday season is already top of mind for our customers, and Walmart is working hard to ensure families can find top-of-the-list toys and gifting essentials all at incredible prices,” says Brittany Smith, Vice President of Merchandising for Toys at Walmart. “This year, we’re excited to feature a first-of-its-kind assortment: Barbie World, an exclusive collection that puts imagination and customization at the forefront for our customers. We’re not stopping there; the list features trending products from the year’s top brands and a selection of 25 toys under $25. Like always, families can count on Walmart to deliver the best gifts, the easiest shopping experience, and the greatest value this holiday season and beyond.”
