The Toy Book catches up with Sunny Lauridsen, Senior Vice President of Brand Strategy & Marketing at Just Play, for an update on the company’s performance, wins, and upcoming products, as part of our annual State of the Industry Q&A series.
What were the big wins for Just Play last year?
2025 was an exceptional year for Just Play, driven in large part by the continued strength of Stitch. With strong box-office performance and broad consumer enthusiasm, Stitch delivered standout results across its entire product offering.
We also saw significant success in feature plush. According to Circana, Just Play delivered the Top three new plush toys of 2025 with Many Moods Stitch, furReal Maggie the Feed & Follow Cow, and Ultimate Stitch. These results reflect the strong momentum we’ve built in plush through innovation and meaningful brand partnerships.
The year concluded with four Toy of the Year nominations: Disney Doorables ADOORBS Dolls, Disney Ultimate Stitch Feature Plush [Ed. Note: It won.], furReal Maggie the Feed & Follow Cow, and the Simon Jump Game Mat. Each of these products topped hot lists across consumers, retailers, and industry experts, reinforcing the breadth and strength of our portfolio.
How do you see the influence of TikTok and family-creator content evolving for preschool discovery?
We saw the power of family-creator communities firsthand this holiday season with the launch of Danny Go! The TikTok community rallied around the brand, and we partnered closely with the Danny Go! team to develop an active, music-based toy line that launched in November.
Almost immediately, families began sharing videos of their kids playing with the toys, which organically fueled discovery and excitement. That authentic engagement translated directly into demand, resulting in a rapid sell-out and demonstrating the influence of creator-driven discovery among preschool audiences.
What factors give you optimism for the year ahead in the character brands space?
What fuels our optimism is the enduring strength of our evergreen character portfolio that continues to resonate across generations. These trusted franchises remain beloved by kids, parents, and gift-givers alike, and they translate seamlessly into meaningful play experiences. Characters such as Mickey and Minnie Mouse exemplify the timeless appeal and storytelling power that continue to drive long-term growth in the category.
What should retailers and consumers be most excited about from Just Play this year?
We have an exciting slate of product launches planned for 2026, beginning this spring with new thematics in Disney Doorables and the debut of Happy Haul, a new trend-inspired multi-property collectible program. In the back half of the year, we’ll introduce even more innovation in the feature plush and interactive categories, building on the strong momentum established in 2025.
We also continue to strengthen our evergreen preschool portfolio with impactful content and marketing moments planned for summer and fall. Additionally, we’re entering new categories such as water games, where we see an opportunity to bring our “secret sauce” to life: delivering great products at a great value in partnership with some of the world’s most iconic brands.
Stay on the Pulse of Play!
A version of this feature first appeared in the 2026 edition of The BIG Toy Book. Read the full issue here!
Want The Toy Book delivered straight to your desk? Subscribe today and get seven big issues a year — packed with the stories, trends, and insights that keep you on the #pulseofplay.
