The Toy Book Top 10: The Hottest Stories of February 2023

What a month it has been!

It’s March, so The Toy Book Top 10 is hitting the rewind button and taking a look back at some of the hottest stories of February 2023, as chosen by you, the readers.

February was a unique month shaped largely by the first official absence of Toy Fair New York as the Great Reset locks the tumblers in place for the new toy industry calendar. Still, our team here at Adventure Media & Events released the 2023 edition of The BIG Toy Book, kicking off The Toy Book‘s 39th volume with our annual look at the State of the Industry and some of the hottest new toys and games set to hit retail in the months ahead. Originally slated for release on Feb. 28, we bumped it up to Feb. 23 and the response to our redesigned magazine has been overwhelming with the new issue securing the top spot on our monthly top 10 in just five days of release.

But The BIG Toy Book isn’t the only new content to rocket up the charts to land on the top 10 in just a few days. Our look at new products from The Loyal Subjects and our State of the Industry Q&A with Hasbro’s Kim Boyd both cracked the top 10 despite being so fresh that the virtual ink is barely dry.

Looking closer at the top 10, Hasbro and Mattel dominated coverage last month with three stories each cracking the chart while editorial features from myself (a lighthearted “warning” about the growing kidult market) and Vice President and Group Publisher Jackie Breyer (Spielwarenmesse) rounded out the list.

Check out the most-read items here at The Toy Book last month.

The Toy Book Top 10: February 2023

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About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, 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) 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.