At Licensing Expo, BBC Studios is extending Bluey‘s reach through carefully curated experiences, consumer products, and licensing partnerships.
This year marks a new era of live experiences inspired by the preschool series. In collaboration with Disney Experiences, Bluey and Bingo take the spotlight with Bluey’s Best Day Ever! at Disneyland Park. Disney will also host Bluey’s Wild World at Conservation Station within Disney’s Animal Kingdom Theme Park at Walt Disney World Resort starting May 26.
‘Bluey’ will continue to appear in carefully curated experiences and consumer products. | Source: BBC Studios
Alongside these activations, the Heelers heads to the UK to appear in the world’s first Bluey-themed roller coaster. Bluey the Ride: Here Come the Grannies! is now open at CBeebies Land at Alton Towers Resort. Consumers can also head to LEGOLAND Japan to see the first-ever LEGO Bluey costume characters. Bluey’s Big Play – The Stage Show will also captivate audiences worldwide this June, including tour stops in the U.S., the U.K., and Australia.
Beyond live experiences, Bluey appears in new waves of consumer products. The series will expand through renewed partnerships with Moose Toys, The LEGO Group, Hasbro, Jazwares, Spin Master, JAKKS Pacific, and Sakar International. BBC Studios is also entering new licensing agreements with Catan, Sarah’s Silks, Stormin Studios, Pure Fishing, Mookie Toys, and more.
When “Baby Yoda” first appeared on Disney+ in 2019, the world lost its mind. Seven years later, Star Wars: The Mandalorian and Grogu is bringing the beloved character to the big screen for the first time, backed by a licensing program as universal as his appeal.
“Star Wars: The Mandalorian and Grogu is a major brand moment for Star Wars — a return to theaters powered by characters with proven cross-generational connection,” says Paul Gitter, Executive Vice President of Global Brand Commercialization at Disney Consumer Products. “The new film acts as a plugin to our brand flywheel by activating a focused strategy across storytelling, product, and fan engagement. It also provides one unified, global moment to bring together longtime fans and newer audiences who entered through Disney+, consumer products, and social media.”
With the film arriving in theaters this week, Disney and Lucasfilm have launched to lightspeed, joining forces with companies across toys, games, apparel, collectibles, accessories, lifestyle, and more. Some toymakers showing the way include The LEGO Group with LEGO SMART Play building sets; Jazwares’ Micro Galaxy Squadron collectibles, Squishmallows, and costumes; Mattel’s Grogu Deluxe Basic Plush Figure; Kids Preferred baby toys; Funko Pop! figures; and a life-size Grogu from Hot Toys.
The Mandalorian and Grogu Cable Guys. | Source: EXG Pro
Pop! Star Wars: The Mandalorian and Grogu Mercenary Guard Droid. | Source: Funko
LEGO Star Wars Anzelan Ship Building Set. | Source: The LEGO Group
Grogu Deluxe Basic Plush Figure. | Source: Mattel
Grogu Life-Size Collectible Figure. | Source: Hot Toys
Star Wars Doorables Grogu Collector Capsules. | Source: Just Play
Grogu Deluxe Soft Book. | Source: Kids Preferred
LEGO Star Wars AT-RT Attack Building Set. | Souirce: The LEGO Group
Disney Consumer Products is Source: Jazwares
As Star Wars’ master toy licensee, Hasbro is approaching this launch differently than The Mandalorian’s Disney+ debut. While the series’ initial tie-ins were limited in scale — due in part to the secrecy surrounding the “Baby Yoda” character — the sci-fi franchise’s return to theaters is an opportunity for Hasbro to go bigger than ever, creating an expansive program that balances fans of all ages.
“Our responsibility is twofold: to serve longtime fans with the authenticity and nostalgia they expect, while also engaging today’s kids with products designed around how they play now,” says Adam Biehl, Head of Disney Action Brands at Hasbro. “While these audiences have different needs, they’re intrinsically connected. We view this as fostering a lifelong love of toys that sparks the passion early and continues to reward it as fans grow up and stay connected to the brand.”
Star Wars The Black Series The Mandalorian & Grogu. | Source: Hasbro
Star Wars The Black Series Colonel Ward. | Source: Hasbro
Star Wars The Vintage Collection Imperial Remnant AT-AT Driver. | Source: Hasbro
Star Wars The Vintage Collection Imperial Remnant AT-RT. | Source: Hasbro
Star Wars ActionVerse 4.5-Inch Figures. | Source: Hasbro
Monopoly Star Wars: The Mandalorian and Grogu. | Source: Hasbro
Action Buddy Grogu. | Source: Hasbro
Furby Furblets Grogu. | Source: Hasbro
For adult fans, Hasbro introduced new characters to its 6-inch The Black Series and 3.75-inch The Vintage Collection action figure lines, including The Mandalorian, Grogu, Colonel Ward, and Imperial Remnant Stormtroopers. Meanwhile, kids can grab new ActionVerse 4.5-inch figures and vehicles, alongside additional releases such as Monopoly Star Wars: The Mandalorian and Grogu Edition, Action Buddy Grogu, The Mandalorian Mask & Blaster Set, NERF The Mandalorian Rocket Gauntlet, and Grogu-inspired Furby Furblets.
Rather than develop separate lines for each demographic, Jada Toys decided to walk both worlds at once. Its AT-AT and AT-RT remote-control vehicles appeal to kids with their interactive, play-forward features, while the screen-accurate detailing captures the attention of longtime droid drivers.
Star Wars Imperial Remnant AT-AT Walker R/C. | Source: Jada Toys
Star Wars Imperial Remnant AT-RT Walker R/C. | Source: Jada Toys
“This is a category that we have been working on building: collector R/C,” says Michael Jimenez, Vice President of Marketing at Jada Toys. “The AT-AT and AT-RT are instantly recognizable within Star Wars, and their walker design naturally lends itself to a more dynamic, feature-driven experience… For us, it’s about taking something iconic and giving it motion and personality — something collectors can appreciate visually, but also engage with in a hands-on way.”
As the franchise’s first theatrical release since The Rise of Skywalker in 2019, The Mandalorian and Grogu offers Star Wars the chance to expand beyond traditional toys and take advantage of today’s trends. Pop Mart, for example, has launched a new series of surprise boxes — the Grogu Tiny But Mighty Series. These mystery figures feature the character in an assortment of adorable situations, from meditating to munching on macaroons.
Grogu Tiny But Mighty Collectible Series.| Source: Pop Mart
Other fashion-forward brands are heading to a galaxy far, far away, with products like Igloo coolers, JoyJolt drinkware, personal care items from Bath & Body Works and Olive & June, Crocs, Ray-Ban sunglasses, and interplanetary pet products from BARK.
While fan chatter indicates that The Mandalorian and Grogu could be the finale of bounty hunter Din Djarin’s story, it’s the first act of a new era for the Star Wars franchise. In 2027, the saga continues with its next theatrical installment, Star Wars: Starfighter, sending the hype into hyperdrive just in time for Star Wars’ 50th anniversary celebration.
In the interim, Disney is expanding its consumer products empire with Star Wars Most Wanted, a year-long campaign that smuggles the most fan-requested merchandise onto store shelves worldwide. Whether consumers are after collectibles, costumes, or kyber crystals, one thing’s for sure: these are the drops they’re looking for.
Din Djarin arrives ready for action as a 6-inch scale figure with premium detail and articulation. It comes with multiple accessories, including blasters, a sword, a jetpack, and alternate hands, with a 1-inch Grogu sculpted to be posed on his shoulder.
This interactive, soft-bodied Grogu brings movie magic home with more than 50 sound-and-movement combinations. Kids can press its head for reactions, rock it to sleep, and more.
Designed to faithfully replicate the iconic movie look, this 13-inch-tall R/C features fully articulated movement with smooth swivel steering, a poseable head, built-in remote storage, and LED laser cannons with synchronized battle sounds.
Build a New Republic X-Wing with retractable landing gear, opening storage, and a wing-flip attack feature. It includes Colonel Ward and Carson Teva Minifigures and a New Republic Astromech LEGO Droid.
This new kid-focused scale kicks off with a collection of articulated figures, including The Mandalorian, Grogu, and Garazeb “Zeb” Orrelios (pictured). Accessories and reusable storage racks support imaginative play and organization across the line.
Pose this 3.75-inch AT-AT Driver with included blaster accessory and multiple articulation points. Kenner-inspired packaging and TVC numbering enhance collectibility.
Display or stage epic scenes with a 3.75-inch-scale AT-RT, complete with articulated legs, working pistons, and attachable blast effects. Includes figure and vintage- style packaging for collector appeal.
Babies can explore new textures, pockets, and crinkly elements in this soft activity book built for early sensory play. A removable Grogu stores inside, while an attached strap supports travel and on-the-go engagement.
Each mystery box includes small scenes featuring a Grogu mini toy figure. Kids can collect and display Grogu with Ahsoka, Carson Teva, a Dark Trooper, and more. Rare and ultra-rare capsules showcase a glow-in-the-dark Grogu figure on a seeing stone or with the Mandalorian.
This 1,000-piece puzzle captures Din Djarin and Grogu piloting the Razor Crest with detailed artwork and precisely cut pieces. Display the finished project in a frame, or scramble it for hours of repeat play.
This life-size Grogu has screen-accurate proportions and a hand-painted finish. A newly developed sculpt with fabric hair elements pairs with articulated construction to support a premium collector presentation.
A version of this feature first appeared in The Toy Book‘s 2026 Licensing & Entertainment Issue, featuring The Licensing Book. Read the full issue here!
WantThe 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.
Every year, when I read our scholarship applications, I think the same thing: The future of this industry is in good hands.
Not because these students have it all figured out, but because of how they think. The questions they’re asking. The intention behind what they want to build. The way they already understand that what we create for kids and families actually matters.
At Women in Toys, Licensing & Entertainment (WiT), our Foundation Scholarship Program is one of the most important ways we support that future. It’s not just about financial support. It’s about access, connection, and helping someone see a path into an industry that can feel hard to break into if you don’t already know your way in.
For many of our scholars, that’s exactly what this moment represents.
One of the biggest gaps we see is awareness of the industry itself. Many students don’t fully understand the scope of the consumer products space or how toys, licensing, and entertainment connect. When exposed to the full ecosystem, it opens up entirely new ways of thinking about their careers and where their skills can apply.
That exposure matters because it brings more innovative and forward-thinking people into the industry. And that’s what pushes us forward.
That’s also why bringing our scholars to Licensing Expo matters. It’s where they can see the industry in action, understand how brands, products, and storytelling come together, and begin to see themselves in roles they may not have known were possible.
This year’s recipients reflect just how broad and interdisciplinary our industry has become. They’re studying everything from finance and cognitive science to toy design, business, and engineering, and thinking about how those disciplines come together to shape more thoughtful and inclusive experiences.
Source: WiT
Estefany Calderon, a finance and economics student at Loyola University New Orleans, is thinking about representation through the lens of licensing and consumer products, shaped by her personal experience growing up in a bilingual household.
Martha Carrillo, a cognitive science major at the University of California, Merced, is focused on how children learn and how we can design products that meet them where they are.
Zalika Johnson, studying toy design at FIT in New York City, is driven by a simple but powerful idea: Every child deserves to see themselves reflected in the toys they play with.
Sharon Kim, at The Wharton School, brings a business and consumer lens, thinking about how products not only function but also make people feel.
Madeline Lau, studying business administration at the University of the Fraser Valley, is drawn to storytelling through play and how it shapes the way kids engage with the world.
Madison Sylvester, combining electrical engineering with AI Systems at Western University, is exploring the intersection of technology and play, with a focus on innovation that is both meaningful and responsible.
These aren’t just future hires. They’re future decision-makers, creators, and leaders who will shape what this industry looks like, and who it serves, for years to come.
We’ll be welcoming them to our annual WiT Breakfast during Licensing Expo at Mandalay Bay, May 20, which is always one of my favorite moments. Watching that first connection happen between students and industry leaders is powerful. You can see the shift when possibility starts to feel real.
I’ve learned that talent is everywhere, but access to opportunity isn’t. That’s exactly what the WiT Foundation Scholarship is designed to change.
I’m incredibly proud to introduce our 2026 WiT Scholars and even more excited to see what they do next.
Stay on the Pulse of Play!
A version of this feature first appeared in The Toy Book‘s 2026 Licensing & Entertainment Issue, featuring The Licensing Book. Read the full issue here!
WantThe 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.
Last year, behind the gray concrete walls of a nondescript corporate park near Los Angeles, retail buyers found themselves transported to an uncharted tropical paradise where dinosaurs still dominate the landscape. There, in Spin Master’s LA office, lush cinematic foliage and fog effects gave way to a big reveal, one that would quickly spark talk of a “Hot Holiday Toy” for 2026 — the PAW Patrol: The Dino Movie Megasaurus Dino Vehicle.
Fast-forward to Toy Fair New York, and the vehicle, complete with its “wow” feature — a two-foot inflatable dino (pictured left) — was one of this year’s buzziest toys, proving that after 13 seasons on TV, countless toys, and a trio of movies, PAW Patrol is still on a roll.
Source: Spin Master/The Toy Book
“PAW Patrol is built on a timeless foundation — community, teamwork, and the belief that even the smallest heroes can make a big difference. That clarity of purpose has helped the franchise to endure and remain a top preschool property globally,” says Spin Master’s Maryellen Zarakas, SVP Global Consumer Products & Franchise Development. “We’re building towards one of the biggest moments yet for PAW Patrol with the release of our third movie. We can’t wait for preschoolers and their families to join us on this dino-sized adventure!”
Backed by a robust toy line and an extensive consumer products program developed in collaboration with Paramount, PAW Patrol: The Dino Movie (Aug. 14) is the anchor point for a big year at Spin Master, one that unlocks the power of the company’s biggest brands through partnerships and legendary IP.
Source: Spin Master
TOCA BOCA
Each month, close to 60 million kids worldwide engage with games created by Toca Boca, Spin Master’s Sweden-based digital games studio. Since its launch in 2011, Toca Boca’s games have been downloaded more than 1.1 billion times, spawning a powerful tween fanbase.
This August, that digital ecosystem is planting a flag in the real world through a collection of plush toys, collectibles, tech accessories, and stationery products available exclusively at more than 200 MINISO stores across the U.S. MINISO and Spin Master are supporting the launch with in-store experiences, including eye-catching window displays, life-size character cutouts, and visual merchandising.
“Our debut collection is designed to allow fans to be as creative offscreen as they are onscreen, blending imagination and playfulness while also staying true to Toca Boca’s mission of giving tweens endless ways to express themselves,” Zarakas said when the collaboration was announced last fall.
Source: Spin Master
MELISSA & DOUG
For nearly 40 years, Melissa & Doug has been a staple of playrooms and classrooms, fostering imaginative, kid-powered, purposeful play. Part of the Spin Master portfolio since 2024, an evolution is underway, extending Melissa & Doug’s reach into a 360-degree lifestyle brand that connects families in new ways.
On October 13, Penguin Young Readers, an imprint of Penguin Random House, will release its first three titles in a new series inspired by Melissa & Doug’s acclaimed wooden toys. Led by Melissa & Doug: The Toy Kitchen Cookbook, penned by award-winning chef and author Sohui Kim with photographs by Rick Holbrook, the series continues with new titles planned for 2027.
“At Melissa & Doug, everything we create is grounded in the belief that purposeful play fuels imagination and lays the foundation for real-life learning and development,” says Lauren DeFeo Duchene, President, Melissa & Doug. “Now we are expanding our presence to play a broader role in the lives of today’s families, extending beyond the toy aisle.”
Looking ahead, a brand refresh and additional licensing partnerships will carry Melissa & Doug into playful new categories at retail.
With a portfolio that already includes Monster Jam, Ms. Rachel, Gabby’s Dollhouse, and DreamWorks Dragons, Spin Master welcomes new partnerships. A collaboration with Universal for Hatchin’ Yoshi, inspired by The Super Mario Galaxy Movie, is one of this year’s early hits, while products inspired by Netflix’s KPop Demon Hunters hit retail beginning this summer. Meanwhile, Spin Master’s 4D Build puzzles span top franchises, including Pokémon, Star Wars, Masters of the Universe, Marvel, Harry Potter, and F1. In plush and seasonal, GUND and SwimWays feature Sanrio’s Hello Kitty, Batman, Bluey, Disney, and more. Even Rubik’s is in on the licensing action with products like the recent Tetris Cube.
Spin Master recently inked a deal with the Hidden Pigeon Company to bring author and illustrator Mo Willems’ The Pigeon, Elephant & Piggie, and Knuffle Bunny to products from GUND and Melissa & Doug this fall, in addition to digital experiences via Sago Mini.
Source: Spin Master
Another big fall release is Hellbreak, a new entry into the red-hot trading card game (TCG) category, developed in collaboration with Universal Products & Experiences and the game design team at Ghost Galaxy. The competitive, collectible TCG has gameplay involving a “Monster Sandbox” inhabited by Universal Monsters and other characters from additional studios to be announced prior to the game’s release.
“Hellbreak celebrates the world of horror in a fast, bloody, highly collectible TCG that brings together the ultimate killer lineup of horror icons from across the genre,” comments Angus Walker, VP Marketing, GBU Lead, Game & Outdoor. “It’s a head-to-head game that gives players the opportunity to finally play out their dream (or nightmare) match-ups of horror titans they’ve known and loved.”
But this isn’t Spin Master’s only path into hobby stores and card shops.
Source: Skifidol Italian Brainrot
Through a deal with Officina Comunicazione, Spin Master acquired exclusive distribution rights to the Skifidol Italian Brainrot TCG in the U.S. and Canada. Spin Master is translating the viral sensation into English and plans to launch the game to mass and specialty retailers beginning this month with the Alpha Series’ “Psychedelic Universe.”
From evergreen franchises and breakout entertainment to emerging categories with serious retail upside, Spin Master’s pipeline shows no signs of slowing down. Visit Spin Master at Licensing Expo (Booth No. J192) to explore what’s next, discover fresh opportunities, and get a first-hand look at the brands driving the future of play.
Stay on the Pulse of Play!
A version of this feature first appeared in The Toy Book‘s 2026 Licensing & Entertainment Issue, featuring The Licensing Book. Read the full issue here!
WantThe 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.
Dolphin Hat Games announces its official rebranding to Taco Cat Games, marking a significant milestone for the company. To celebrate, the Taco Cat Games will launch four original titles, including its first-ever board game.
Alongside the rebrand, the company will continue creating accessible, high-energy titles for families seeking screen-free entertainment. In the last year, Taco Cat Games has increased headcount by 57% and expanded its retail presence through partnerships with Amazon, Target, and Walmart. Its flagship title, Taco Cat Goat Cheese Pizza, is a bestseller with more than 12 million copies sold worldwide.
Coming soon, Taco Cat Games will launch four titles that encourage screen-free fun and family connections. Each game underwent extensive playtesting and consumer validation, with a focus on accessibility, re-playability, and engagement.
Families can connect and limit screen time with four original games. | Source: Taco Cat Games
Each title focuses on replayability, accessibility, and engagement. | Source: Taco Cat Games
Oh No Banana Joe is a memory-and-reflex game featuring fast-paced challenges and competitive face-offs. Players can also compete by playing Stack Nabbit, which requires quick decision-making and resource collection. With no instructions needed, Points for Everything! brings families a party game featuring conversation prompts, light challenges, and simple scoring. Taco Cat Games will also launch Go, Go, Go Kart, a fast-paced racing title built around speed, reflexes, and “swap” mechanics.
One of the most heroic icons of the 1980s is back in a big way, as He-Man toplines a cinematic Masters of the Universe (MOTU) adventure, delivering on the promise of a franchise that’s been inspiring fans for more than four decades.
Behind the scenes, Mattel began development of a global consumer products program in parallel with production at Amazon MGM Studios, the company that finally managed to get a live-action film off the ground following years of false starts as the project passed through Warner Bros., Sony, and Netflix. Getting MOTU right meant creating something worthy of the big screen, avoiding the disappointment of Cannon Films’ 1987 attempt (which has since become a cult classic), and positioning the franchise for the future.
Source: Amazon MGM Studios
POWERFUL ALIGNMENT
For Mattel’s Nick Karamanos, Senior Vice President, Action Figures, Preschool & In-Licensing, that early alignment set the tone for everything that followed.
“Usually, as you know, our timelines are a good 18 months out as we start thinking about what we want to do,” Karamanos says. “As the movie was being developed and ideated and the scripts were being read and reread, we were in lockstep with Amazon MGM.”
That collaboration gave Mattel visibility into the film’s direction as it evolved, allowing teams to build products that reflect both the original brand’s DNA and the updated look of the new film, directed by Laika CEO and Academy Award nominee Travis Knight, a filmmaker with toyetic experience, having made his live-action debut helming Paramount’s Bumblebee, from Hasbro’s Transformers universe.
“We obviously want to honor the history,” Karamanos says. “The color palette, what Adam [played by actor Nicholas Galitzine] looks like — there are a ton of similarities to what we all remember growing up. But then you also do the updates where you need to and where it makes sense to make it more modern.”
Balancing legacy design and storytelling with modern execution drives the entire program.
“There are several important icons that are touchstones of the brand — He-Man riding Battle Cat; the fact that Castle Grayskull is both mysterious and scary; the menace of Skeletor and Snake Mountain — I think the mix of colorful characters, humor, and genuine menace are a perfect brew that can make MOTU resonate, even with audiences who didn’t grow up with the brand,” says Adam McCombs of Battle Ram Blog and He-Man.org, noting that the franchise has much to tap into for appeal, including a “perfect balance between technology and sword and sorcery.”
In the toy department, action figures remain the primary foundation of the MOTU brand, with a Kids Core line, collector-focused Chronicles assortment, and updated Origins — channeling the vintage, 1980s line’s 5.5-inch scale and beefy, muscular aesthetic — hitting a variety of price points and interests.
“Product quality is a non-negotiable for us,” Karamanos says. “The sculpts, the points of articulation, the accessories, the different faces, hands, the weapons — that’s the standard.”
That standard extends across packaging as well, which Mattel considers part of the total product experience. It also applies across internal development and external licensing, ensuring consistency throughout a program that reaches far beyond toys.
Mattel is working with more than 70 global partners, including Bioworld, BoxLunch, Factory Entertainment, Funko, Hot Topic, Mad Engine, Mondo, Monogram International, Muckle Mannequins, Open Road Brands, Rubies II, Spirit Halloween, and Zumiez, on collaborations spanning apparel and accessories, collectibles, publishing, lifestyle products, and more.
“You’ve got collectors who grew up with the franchise, fans who know about it and are ready to engage, and kids discovering it for the first time,” Karamanos says. “All of the partnerships are geared to hit those different consumers.”
An additional layer is that some of the partners were MOTU kids themselves, now forging products with an Eternian flair.
“The very first film I saw at the cinema was Masters of the Universe in 1987,” recalls Anthony Marks, Founder and Managing Director of U.K.-based Fanattik. “It is mind-blowing that Fanattik is now a kidult gift and collectible licensee for the franchise.”
Source: Amazon MGM Studios
INSPIRING IMAGINATION
Action figures and playsets tend to draw the most attention at retail, but role-play remains a key category for kids. The new movie presents epic moments that will spark kids’ imaginations.
“The transformation of Prince Adam into He-Man might be the most iconic thing in Masters of the Universe,” McCombs says, “And from what we’ve seen from the trailers, it really gets that right.”
For Mattel, capturing those iconic moments meant spending time on the film’s London set, observing how characters, costumes, and environments came together during production.
“There’s nothing like going to the set and seeing it, feeling it, hearing it,” Karamanos enthusiastically recalls. “I happened to be there when they were building Castle Grayskull. The smell of the lumber — it was incredible.”
Insights gathered on set helped connect the on-screen experience with what ultimately lands at retail, like a 27-inch Power of Grayskull Power Sword, complete with lights, sounds, and vibration.
Beyond the action aisle, Mattel’s MOTU product range also includes Barbie dolls, Hot Wheels die-cast, games, construction sets from Mattel Brick Shop, limited drops via Mattel Creations, and a full publishing program.
While the film carries an e-commerce giant’s name in the Amazon MGM Studios banner, the product line extends across major mass retailers, specialty accounts, and global partners.
“You’re going to see this everywhere around the world in brick-and-mortar,” Karamanos says. “Retailers have been amazing supporters because it all comes together with the product and what they’re seeing from the film.”
Drink like an Eternia warrior with new drinkware items. | Source: Mattel
Game night becomes magical in this new UNO edition. | Source: Mattel
The program features books beyond the film's universe. | Source: Mattel
THE ADVENTURE CONTINUES
Mattel is investing in content designed to keep kids’ attention. New Masters of the Universe animation debuts on YouTube this summer, part of a multiyear MOTU roadmap.
“For us, it’s about the totality of the property and how we keep it going for kids,” Karamanos says. “That’s a huge part of the plan.”
Karamanos, who grew up with the original line, also says that the opportunity to work on the brand carries a personal dimension. His favorite character remains Trap Jaw, with an affection for Stinkor and a nod to the villains and deep cuts that often resonate most with dedicated fans. For McCombs, an appearance by his favorite character, Mer-Man, along with the famed dungeon grate from the original Castle Grayskull playset, remains on the wishlist.
Fanattik’s Marks believes there’s something bigger at play following meetings in London and Nuremberg earlier this year. “Retailers are seeing this new film as a gateway to a whole revival of interest in the classic cartoon show,” he says. “My prediction is that the original series is going to be the next retro title to have its time in the sun once again.”
As audiences experience Eternia on June 5, Mattel is betting that the power of Grayskull still holds — not as a dusty relic, but as a living, shining, evolving brand with room to grow. If that vision connects, new generations will forever “HAVE THE POWER!”
Stay on the Pulse of Play!
A version of this feature first appeared in The Toy Book‘s 2026 Licensing & Entertainment Issue, featuring The Licensing Book. Read the full issue here!
WantThe 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.
Kids can bring home the battle of good vs. evil with this 5.5-inch scale line of action figures, featuring He-Man (pictured), Teela, Skeletor, Beast Man, Skel-Knight, Mekaneck, Ram Man, and more. Each figure has 14 points of articulation and comes with a movie-related accessory. Also Battle Cat ($21.99) sold separately.
Muscles, big shiny sword, all over tan. Who else could you be describing than Prince Adam himself? This limited-edition pin badge depicting the Champion of Grayskull is limited to 9,995 pieces worldwide.
Inspired by both the live-action film and the vintage MOTU collection, these 5.5-inch-scale figures feature a powerful stance, 16 points of articulation, swappable parts, and character-specific accessories. Fans can collect He-Man, Spikor (pictured), Man-At-Arms, Tri-Klops, and the Deluxe Beast Man and Trap-Jaw.
These 1:12-scale, screen-accurate action figures feature actor likenesses and premium packaging designed for collectors. Fans can collect He-Man, Man-At-Arms (pictured), Teela, Skeletor, Evil-lyn, Tri-Klops, Trap-Jaw, and more. Battle Cat ($39.99) sold separately.
Myah! Take control of Skeletor’s dark magic with this life-sized, rechargable version of the Havoc Staff, featuring sound effects, lights, and fog fluid-powered “smoke” effects across Active and Sentry modes.
Kids can deploy button-activated missiles against Skeletor and his minions with this 5.5-inch scale He-Man figure with metallic-detailed armor and his film-inspired Sky Sled vehicle.
In toy departments packed with options, kids gravitate toward their favorite brands across toys, games, and collectibles. New and emerging IP, such as Netflix’s KPop Demon Hunters, is capturing young minds through unique characters and adventurous storytelling. Amid rising stars, classic, evergreen brands like Hello Kitty and Care Bears continue to capture kids’ hearts and attention. As licensing programs and collaborations expand, the toy department will see a boost in playsets, action figures, plush, and more. Here are 11 brands to watch at Licensing Expo this year.
Source: Mattel
KPOP DEMON HUNTERS
KPop Demon Hunters is showing the licensing world how it’s done, done, done. The animated movie is Netflix’s most popular film of all time, with its song “Golden” spending eight weeks at No. 1 on the Billboard Hot 100. KPop Demon Hunters has also earned multiple industry accolades, including a Grammy, two Oscars, two Critics’ Choice Awards, two Golden Globes, and The Toy Book’s Pulse of Play Award for Entertainment Property of the Year.
The brand’s popularity continues to grow through collaborations with toy powerhouses like Mattel, Hasbro, Jazwares, and Funko, which scored the Viral Hit of the Year Pulse of Play Award for its Pop! Vinyl figures collection. HUNTR/X fans can also expect new products from The LEGO Group, Moose Toys, Hot Toys, Spin Master, and more in the coming months. Licensing Expo’s opening keynote, “The Netflix Effect on Fandom: A Fireside Chat with Marian Lee, Chief Marketing Officer, Netflix,” takes place at 10 a.m. on May 19 in the License Global Theater.
Visit Sony Pictures Animation in Booth No. N214
Source: ZURU
FUGGLER
Fuggler, “funny ugly monsters,” continues to carve out space in the collectibles aisle with its signature “ugly-cute” aesthetic. The brand is growing through licensed collaborations with Teenage Mutant Ninja Turtles, The Lord of the Rings, DC, SpongeBob SquarePants, and Gremlins.
Cloudco Entertainment’s Care Bears join the fun with Fuggler plush of Cheer Bear, Grumpy Bear, Share Bear, and Togetherness Bear, rolling out this year.
Visit ZURU in Booth No. C78
Source: Pop Mart
HELLO KITTY & FRIENDS
Say “hello” to Sanrio’s flagship character and her crew of loyal friends. Hello Kitty never goes out of style and continues to drive global licensing momentum across toys and games, collectibles, apparel, and accessories.
Recent collaborations and partnerships have spawned products featuring Hello Kitty, Kuromi, My Melody, and other Sanrio pals from Jazwares, Igloo, and Converse. Even Pop Mart’s Labubu teamed up with Hello Kitty, proving this brand isn’t saying “goodbye” anytime soon.
Visit Sanrio in Booth Nos. C80, H80, J77, and J82
Source: JAKKS Pacific/ Disguise
MINECRAFT
Minecraft continues to bring more brick-themed adventures to its devoted fanbase. Following the box-office success of A Minecraft Movie, a sequel is slated for July 2027.
Disguise, a division of JAKKS Pacific, renewed its multi-year licensing agreement to bring more costumes and accessories inspired by the video game franchise. The company will also develop products to support the anticipated sequel.
Visit Minecraft in Booth Nos. J98, J100, and J103
Source: PMI Kids’ World
THE CREATURE CASES
Special agents Sam and Kit are traveling the world to solve exciting mysteries and to appear in kids’ toy boxes. From Sony Pictures Animation, and streaming on Netflix, TheCreature Cases is an animated series featuring science facts, detective work, and animal adventures.
PMI Kids’ World recently launched the brand’s first toy line, including the R.O.N. Jet Playset, CLADE Cycle, and Mice Squad Van.
Visit Sony Pictures Animation in Booth No. N214
Source: Bandai Namco Toys & Collectibles America
GODZILLA
Godzilla is making roaring returns on and off the screens. Apple TV’s Monarch: Legacy of Monsters returned for a second season this year, featuring sightings of Godzilla, Kong, and Titan X. Upcoming releases include Godzilla Minus Zero (Nov. 6) and Godzilla X Kong: Supernova (in production).
In toys, Playmates Toys, Bandai Namco Toys & Collectibles America, and others continue to support the brand, while IDW Publishing plans a Sonic theHedgehog X Godzilla comic book series, with the first issue launching this summer.
Visit Toho International in Booth No. D82
Source: Basic Fun!
CARE BEARS
Care-A-Lot’s famous residents return to spread their messages of kindness, empathy, and friendship through Cloudco Entertainment’s global Care Bears licensing program.
As a master toy partner, Basic Fun! brings pop-culture crossovers with notable brands like Universal Monsters, Wicked, Stranger Things, and Harry Potter. Additional collaborations with Wow! Stuff, PMI Kids’ World, ZURU, and Ravensburger further extend the brand at retail, and the next wave of deals will happen at Licensing Expo.
Visit Cloudco Entertainment in Booth No. C170
Source: Hasbro
ONE PIECE
The Straw Hat Pirates sail the licensing seas with a new wave of products on deck. From its origins as a Japanese manga, One Piece spans anime, live-action, and more, with a boatload of toys and collectibles plus a hit trading card game in tow.
This year, Hasbro brings the action through its NERF collection, including the Going Merry Blaster and three foam katanas inspired by Roronoa Zoro. Moose Toys joins the high-seas adventure with a range of plush, collectibles, and action figures tied to the franchise.
Visit Toei Animation in Booth No. J122
Source: McFarlane Toys
POPPY PLAYTIME
The horrors of Playtime Co. are becoming familiar in the toy department. ThePoppy Playtimevideo game series follows an
ex-employee who returns to the factory years later in search of their missing coworkers. The latest installment, Poppy Playtime Chapter 5, launched for PC on Feb. 18, with console versions expected later this year. Building on its success, Mob Entertainment debuted a new storefront and is launching an action figures line with McFarlane Toys.
Visit Mob Entertainment in Booth No. K236
Source: MGA Entertainment
STRAWBERRY SHORTCAKE
Strawberry Shortcake returns, and she is sweeter than ever! The berry-themed character has a fresh new look and will appear in new CG-animated content designed for young audiences. Future animations will feature familiar themes like baking and friendship.
Alongside new content, Strawberry Shortcake recently joined MGA Entertainment’s L.O.L. Surprise! line, adding berry-sweet touches to the collectibles brand, which remains a retail staple through collaborations with The Loyal Subjects, Loungefly, Bioworld, and additional partners.
Visit WildBrain CPLG in Booth No. J204
Source: Cutesy
LITTLE CORGI CUTIES
Cutesy creates digital content to connect audiences through the power of laughter and imagination. Founded by renowned illustrator Jerrod Maruyama and toy industry veteran Hugo Stevenson, Little Corgi Cuties posts animated shorts, GIFs, and artwork across its various social media platforms. Little Corgi Cuties is moving from online content to IRL merchandise through its partnership with Kaufman Licensing and Cra-Z-Art. With 156 CGI shorts and 208 animated GIFs coming later this year, this corgi is sure to bring fun to its audiences.
Visit Cutesy in Booth No. A220
Stay on the Pulse of Play!
A version of this feature first appeared in The Toy Book‘s 2026 Licensing & Entertainment Issue, featuring The Licensing Book. Read the full issue here!
WantThe 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 decades, anime collectibles meant one thing: high-end figures locked behind glass. But walk into fandom-focused pop-culture and anime retailers across the U.S. today, and you’ll see a massive shift. Items that were once considered niche add-ons — plush bag charms, blind-box minifigures, and acrylic goods — are taking center stage as everyday decor. Now, the category is fragmenting.
Puremind, a newcomer to the anime-licensed collectibles space, is one of the companies betting on this shift. In late 2025, the company launched its Jujutsu Kaisen line across MINISO stores in the U.S. with multiple formats simultaneously. Within a week, shelves were empty. Unboxing videos flooded social media, and fans coined their own name for the soft vinyl characters: “Jububu.”
Source: Puremind
BEYOND THE DISPLAY CASE
“The question for us is never just ‘Will this sell?’” says Puremind founder and CEO Derrick Xiong. “It’s ‘Does this format add something genuine to how fans connect with the character?’ Different formats work for different moments, that’s just reality.”
Puremind’s Jujutsu Kaisen soft vinyl plushies double as collectibles and bag accessories. | Source: Puremind
Take the Jujutsu Kaisen lineup, which treats fandom as an ecosystem rather than a single display shelf. The soft vinyl plushies combine the thrill of a blind-box reveal with everyday utility, designed to be clipped to bags and taken out into the world. For fans who want a more hands-on experience, the buildable figures offer a satisfying 20-piece assembly process, complete with articulation so collectors can swap between dynamic poses on their desks. To capture the anime’s actual environments, multi-layered wooden gallery sets and magnetic mini art act as collectible freeze-frames, preserving iconic scenes as premium decor. Finally, acrylic standees and other goods round out the collection as an easy entry point.
Source: Puremind
It’s a blueprint that works, and Puremind is already expanding it. The company is applying this same lifestyle-driven approach across its massive roster of anime properties — including legacy staples like Naruto, as well as modern hits like Demon Slayer, Chainsaw Man, Frieren, and Dandadan — launching more than 10 new lines.
EXPANDING THE FOOTPRINT
That philosophy is already translating into a successful expansion of its retail footprint. Following the rapid sell-outs of the Jujutsu Kaisen line at MINISO, Puremind quickly secured shelf space across North America’s most notable pop-culture destinations, including Hot Topic, BoxLunch, and Kinokuniya.
For retailers built on pop culture, the appeal is visible in the aisles: fans aren’t just staring at locked glass cabinets anymore. They’re shaking blind boxes, comparing plushies, and hunting for the exact piece to complete their collection.
Puremind’s Jujutsu Kaisen products are popular among anime fans. | Source: Puremind
Yet this anime-focused ecosystem is just one pillar of Puremind’s much larger operation. Operating across North America, South America, and Europe, the company has quietly built a portfolio of more than 50 global IPs, including heavyweights such as Pokémon, Harry Potter, and Peanuts. Beyond soft vinyl and buildable figures, their product expertise extends to construction sets and intricate wooden puzzles. The same fan-first philosophy applies across every category and property: Start with how fans actually want to interact with the characters they love, then build the format around that.
“Jujutsu Kaisen gave us a great start to 2026,” Xiong adds. “But it’s just the beginning. Every property we work with at Puremind pushes us to think differently about what fans want to hold, display, or carry with them. That’s where the next wave of innovation happens.”
A version of this feature first appeared in The Toy Book‘s 2026 Licensing & Entertainment Issue, featuring The Licensing Book. Read the full issue here!
WantThe 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.
Las Vegas doesn’t do subtle. And the famous saying, “What happens in Vegas stays in Vegas,” is the opposite of what Licensing Expo is all about. This event, which is more toyetic than ever, unites brands, dealmakers, storytellers, and retailers, each on the hunt for the next big thing. What happens in Vegas this week will live on for years.
This year’s Licensing & Entertainment Issue is packed for the show floor and built for the road ahead. Throughout our pages, the Toy Book team explores the properties, partnerships, and trends shaping the next chapter of licensed toys, games, collectibles, and experiences.
DEEP DIVES & FANDOM FUEL
You’ll find expanded coverage throughout this issue with The Licensing Book (TLB) as a special supplement inside The Toy Book. A legacy brand with deep roots in this business (a staple from 1983-2018), TLB is back to deliver added insight, new opportunities, and a broader lens on the deals, trends, and players driving the global brand extension market. And speaking of brand extensions, look for the debut of The Fandom Feed, a new column fueled by our sister publication, The Pop Insider, which itself is an extension of The Toy Insider. You see, we own brands, too, and you can find us in Booth No. F106 at Licensing Expo.
POWERFUL BRANDS
Our cover story heads to Eternia for a look at Masters of the Universe, the upcoming feature film from Mattel and Amazon MGM Studios. Few brands carry the cross-generational firepower of Masters, and for longtime fans, it’s a legacy. For a new generation, it’s discovery. That combination creates powerful momentum at retail, and Mattel is aiming to harness it across categories.
We also dig into one of the tastiest trends in the business: snack brands invading the toy department. Familiar names from the grocery aisles are finding new life through collectibles, plush, games, and novelty products. It’s smart, cyclical, sometimes unexpected, and proof that fandom can start in the pantry.
EVERGREEN FAVORITES & EMERGING OPPORTUNITIES
Anniversaries are a great opportunity for brands to boost connection with fans, and this year, two with roots in gaming celebrate milestone moments wrapped in collectibility, attitude, and evergreen appeal: Pokémon (30) and SEGA’s Sonic the Hedgehog (35).
Elsewhere in this issue, we track the rise of Pudgy Penguins as the brand expands further into consumer products, examine Lucasfilm’s licensing strategy for Star Wars: The Mandalorian and Grogu, and take a special look at how Spin Master is unlocking the power of its brands.
We also explore the continued growth of location-based entertainment, where brands move beyond shelves and screens to create immersive real-world experiences. In today’s market, fans don’t want to buy into a property — they want to step inside of it and live it.
THE STORY CONTINUES…
The lights are on. The crowd is gathering. And the next big hit might be one conversation away. And the conversations continue online at toybook.com with the World Series of Licensing Q&A series, packed with fresh insights from the industry’s sharpest personalities and legendary players.
So whether you are reading this with your morning coffee, at a booth between meetings, or back home planning Q4 and beyond, we hope you love it.
Are you ready? Let’s get to work. I’ll see you on the next page.
Stream The Toy Book‘s From the Editor Playlist
A curated playlist of songs referenced in James Zahn’s From the Editor columns — the soundtrack behind the pages of The Toy Book. Stream it today, exclusively on Spotify.
Stay on the Pulse of Play!
A version of this feature first appeared in The Toy Book‘s 2026 Licensing & Entertainment Issue, featuring The Licensing Book. Read the full issue here!
WantThe 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.
We packed this issue with the most toyetic licensing content anywhere, from products inspired by this year’s biggest entertainment moments to the continued infiltration of grocery-aisle brands into toy departments everywhere.
On our outer cover, PMI Kids’ World celebrates the continued power of the Fuggler brand, while our inner cover features Mattel’s Masters of the Universe, battling its way out of the toy box and into theaters next month — meanwhile, The Licensing Book honors Spin Master’s PAW Patrol: The Dino Movie.
Highlights Include:
From the Editor: Viva Las Vegas!
May the Merch Be with You: Lucasfilm’s The Mandalorian and Grogu
Mattel’s “Masters” Plan: The Summer of He-Man Begins
Licensing Power: Unlocking the Value of Spin Master’s Biggest Brands
Big Snack Attack: Food Brands Take a Bite Out of Retail
You’ve Got Mail!: The USPS Licensing Program
That’s only the beginning. This issue also features exclusive insights from The Toy Association, Astra, Women in Toys, Licensing & Entertainment, Circana, the Ethical Supply Chain Program, Licensing International, and more.
Not a subscriber yet? Subscribe today and get seven issues a year delivered straight to your mailbox — and don’t miss what’s next!
The Specialty Toys & Gifts Issue (June)
The Action, Adventure, & Mystery Issue (August)
The LA Fall Toy Preview Issue (September)
The Celebrations Awards Issue (November)
The 2027 International Issue (January ‘27)
The BIG Toy Book (February ‘27)
We’d love your feedback! Please share your thoughts by emailing Editor-in-Chief James Zahn or messaging him on LinkedIn. Remember to follow The Toy Book on X, Instagram, and LinkedIn to stay on the #PulseOfPlay year-round.
