Over the past decade, a movement has reshaped the U.S. toy industry. Rumbling throughout the greater Los Angeles area, a new fault line created a distinct break between what is and what once was. On one side, the traditions of the past loom large, with New York City standing tall as the spiritual home of the business despite most companies having moved out of the city years ago. Meanwhile, as the ghosts of Toy Fair Dallas fade following a “last rodeo” of sorts in 2022, a vibrant new tradition is born in the heart of Southern California as the LA Fall Toy Preview commands an international spotlight.
GOOD VIBRATIONS
This issue of The Toy Book is inspired by the sunny SoCal vibes that many will enjoy this month as we gather for an early look at the toys and games that kids and families will be playing with in the year ahead. Continuing the fall preview tradition, this issue features hundreds of new products, but with a twist! Our categories have been refreshed and renamed to better represent the modern toy department. The Action Aisle, The Learning Lab, and Let’s Play Outside! are just a few examples of what you’ll discover behind our “New for 2025” and expanded “Hot for Holiday” showcases.
THE NEW TOY DISTRICT
While it’s no Toy Fair, The Toy Association formally enters the fray this year with its first-ever LA Fall Preview space, comprising three floors of an unassuming office building adjacent to LAX. That space joins a growing number of similar venues in welcoming members of the global play community to the neighborhood surrounding Mattel HQ in El Segundo. This organic migration now includes nearly 300 companies with temporary and permanent spaces. To help navigate this new “Toy District” (not to be confused with the old Toy District in downtown LA), The Toy Book has assembled a print directory (p. 36) with details on where to find nearly every exhibiting company. Be on the lookout for enhanced listings from manufacturers eager to do new business with retail buyers of every size.
HOLLYWOOD SWINGING
When I think about LA, many things come to mind. As a kid, I imagined myself as Michael Knight, cruising across the El Mirage Dry Lake Bed in the Knight Industries 2000 — KITT, for short — an iconic image from the title sequence of NBC’s Knight Rider. Of course, I played that out with my Kenner Knight 2000 Voice Car. Who could’ve predicted that more than 40 years later, not only would Playmobil offer a KITT toy, but the original, AI-powered smart car would also inspire a collaboration that’s truly “more than meets the eye.” Check out page 78 to catch up with Hasbro’s Transformers as the brand’s 40th anniversary celebration culminates with the theatrical release of Transformers One.
Speaking of Autobots, Optimus Prime shares the spotlight alongside a Minecraft Creeper, Sonic the Hedgehog, Freddy Fazbear, Mr. Monopoly, The Elf on the Shelf, Polly Pocket, and El Segundo’s most famous resident and recent box office superstar, Barbie, on our editorial cover. Artist Kenny Kiernan returns for a hand-illustrated tribute to the storied history between Hollywood and its toy and game industry partners. Behind the cover, you’ll find all the exclusive insights and features you expect and count on from The Toy Book.
THE PULSE OF PLAY
Finally, I’m excited to invite all of you to submit your nominations for The Toy Book’s inaugural Pulse of Play Awards! This new honor (p. 46) celebrates the individuals, companies, and activations at the heart of our industry. Backed by the power of the industry’s leading media organization, there’s nothing else like it!
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!
