Looking for products that will light up your shelves and become customer favorites? ASD Market Week and The Toy Book have collaborated to highlight some of the most exciting toy and novelty finds at ASD’s August event. Hand-selected by The Toy Book’s Editor-in-Chief James Zahn, these standout products combine trend appeal, strong sell-through potential, and the kind of wow factor that gets shoppers to stop, look, and buy. Consider this list your insider guide to some of the can’t-miss vendors and inventory opportunities waiting to be discovered at ASD. View the full list here.
The Petting Zoo DBA Zoologee
Snugletz • Earth Keeperz
Zoologee’s Snugletz and Earth Keeperz (pictured) are sustainable plush with soft textures and on-trend characters. They’re perfect for eco-conscious consumers looking for something cute that’s not hard on the environment.
Sun-Staches
Minions Dress-Up • Poppy Playtime Glasses
Sun-Staches leans into two very different fandoms with Minions and Poppy Playtime styles. The low price point and instantly recognizable designs make these easy impulse grabs, particularly for retailers looking to add some licensed personality near the register. And if these fandoms aren’t for your shopper, Sun-Staches has dozens more to choose from.
Rhode Island Novelty
Sugar Squeezy Surprise Neon Dumpling • Jumbo Squish and Stretch Yummy Ball
Squishies and sensory toys are the big driver of this year, with triple-digit category growth this spring, according to Circana. Rhode Island Novelty has plenty to feed the habit, with the Sugar Squeezy Surprise Neon Dumpling and Jumbo Squish and Stretch Yummy Ball standing out as two examples of products that can increase the basket total through impulse sales.
Toynk
Project Hail Mary Trading Cards • Fuggler Blanket
Toynk is all about fandom, and two standout properties make the list right off the bat. Project Hail Mary trading cards speak directly to collectors by tapping into the red-hot trading card space with styles inspired by the hit movie starring Ryan Gosling. The Fuggler blanket (pictured) carries the brand’s offbeat personality into home goods for any fan of these “funny ugly monsters.
Madd Gear
My 1st ZBike Balance Bike with Helmet Combo • Drift Trike
Madd Gear brings some speed to the floor with two products aimed at different stages of outdoor play. The My 1st ZBike Balance Bike with Helmet Combo packages an early riding experience into one purchase, while the Drift Trike — which Zahn once purchased for one of his daughters — turns up the action for kids ready for something a little wilder.
Also Worth a Look
- NECA — Collectibles and action figures take center stage, including new offerings inspired by Disney’s DuckTales and a nostalgic assortment of Ben Cooper Halloween Kids (Hasbro wave pictured above).
- Deluxe Import Trading — Squishy Burger Fries and Cones keeps the food-shaped squishy trend going with another assortment made for impulse displays.
- Powerhouse Toys — RMS Dumplings are a super-viral collectible that continues to show staying power.
- ORB — Sugar Swaps Babies (pictured above) and Tabilicious tap into the surprise-and-reveal play pattern that continues to pull kids back for another opening.
- Novelty Inc. Wholesale — Kick Drop Foot Bag Game and Slow Rise Small Butter Squishy offer retailers options at both the active-play and impulse ends of the assortment.
- Imex Model Company — 1/32-Scale Micro Warrior R/C Car brings a hobby-minded option to a show floor that extends well beyond traditional toys.
What Sets This Floor Apart
For Zahn, one of the most interesting things about the floor is how quickly the assortment changes from aisle to aisle. A retailer can move from vintage-inspired collectibles to new licensed goods, then into plush, puzzles, outdoor play, novelty, hobby, impulse, and toy-adjacent products within a matter of minutes. That mix is part of the appeal. ASD gives buyers room to spot items they might not have looked for in the first place, and sometimes those products are the best finds, the biggest surprises, and the biggest sellers.
These featured picks are only a glimpse of what awaits at ASD Market Week. With thousands of vendors across more than 19 wholesale categories, ASD gives retailers the opportunity to source trend-right products at margins up to 300%, compare vendors side by side, strengthen supplier relationships, and uncover the next bestsellers before they hit the mainstream.
ASD connects us with the right suppliers, offers competitive pricing, and directly contributes to our growth by helping us expand categories, improve margins, and stay ahead of trends. For anyone in retail looking to expand, diversify, and scale, ASD Market Week is truly a must-attend event."
With this many opportunities on one show floor, the retailers who plan ahead are the ones who leave with the strongest discoveries. View Zahn’s picks and more in our Vendor Preview, then build your own sourcing strategy from there.
Join us at ASD Market Week, August 25-27, 2026, in Las Vegas. Register now for FREE!
Attendees can view Zahn’s picks in person and grab a complimentary copy of The Toy Book‘s 2026 Action, Adventure, & Mystery Issue, while supplies last!
