The 2025 Edition of The BIG Toy Book is Here!

The Toy Book‘s 41st volume begins with the 2025 edition of The BIG Toy Book!

A toy industry tradition continues with the annual “Bible,” an issue that key decision-makers hold onto and reference throughout the year, one that collectors and toy historians cherish as a yearly time capsule.

Moose Toys’ Gui Gui adorns the stylish outer cover while artist Kenny Kiernan returns for another fully illustrated original inner cover celebrating the toy industry’s return to New York City for Toy Fair. Each property represented celebrates a major milestone this year or appears in this issue!

Behind those covers, you’ll find robust content, including exclusive features, our annual State of the Industry Q&A, and actionable insights from The Toy Association, ASTRA, Circana, and more.

And, our legendary new product showcases are jam-packed with a curated assortment of nearly 600 new toys, games, and adjacent products hitting retail this year.

CLICK HERE TO READ THE NEW ISSUE

SELECT HIGHLIGHTS INCLUDE:

From the Editor: Back in the New York Groove
Stat Shot: Select Circana data from the U.S., Canada, Mexico, and Brazil
Toy Association Update: Playing from Coast to Coast
Consistency & Creativity: Circana’s Juli Lennett returns with an update on the U.S. toy industry and predictions for the months ahead.
2025 Pulse of Play Awards: Celebrating the Finalists and Winners!
State of the Industry: 17 Industry Executives Discuss Wins, Challenges, and Opportunities
State of Emergency: One of the most contentious pricing environments in recent years pits retailers and manufacturers against each other… again.
Meme to Mainstream: Skibidi Toilet Heads for Hollywood and the Toy Department

And, don’t miss our regular departments and guest features, including Marketing Memo, Outside the Box, Raising the Bar, Pop Quiz, and Flashback.

But that’s just the beginning!

If you’re not a Toy Book subscriber, sign up today and get seven big issues delivered to your mailbox yearly.

In the meantime, flip through the pages and tell us your thoughts. If you want to see something in The Toy Book, feel free to shoot me an email or message me on LinkedIn.

As always, be sure to check out toybook.com early and often and follow us on X, Instagram, and LinkedIn to stay on the #PulseOfPlay with the latest toy news, trends, and new products all year round.

Stay tuned, as we’re in production on our next issue, debuting simultaneously at Licensing Expo and ABC Kids Expo in May!

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book and Co-President of The International Toy Magazines Association (ITMA). He is also a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC), New York Comic Con, Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.