From the Editor: Beware the Kidults



Adult collectors are not a new thing, but is the buzzworthy kidult toy market sustainable? What will the kidults of 2050 be into? What should toymakers be focused on? Dive into this week’s commentary…

The Toy Insider Welcomes Submissions for Its 2023 Spring & Summer Gift Guide



Calling all toymakers: It’s time to get your spring and summer priorities in front of consumers via The Toy Insider, the leading consumer guide to toys, games, and kids’ entertainment in the U.S. Submissions for The Toy Insider’s 12th annual Spring & Summer Gift Guide will be accepted through March 3. Learn more…

Licensing Expo Opens Registration for 2023 Event in Las Vegas



Top companies in the toy industry and kids’ entertainment space have already committed to exhibiting at this year’s Licensing Expo, including Crayola, Dr. Seuss Enterprises, Funko, Hasbro, Jazwares, Mattel, Moonbug Entertainment, Peanuts Worldwide, The Pokémon Co. International, SEGA of America, and Sesame Workshop. Read more…

Spielwarenmesse Hailed as a Success ‘With All the Old Strength’



The 72nd Spielwarenmesse marked a return to form as the global toy community came together in Nuremberg, Germany. The in-person reunion was the first live version of Spielwarenmesse since 2020 in the days on the cusp of the global COVID-19 pandemic. Read more…

LEGO, Pokémon, Hot Wheels Rise to the Top in The NPD Group’s Global Toy Industry Performance Awards



The LEGO Group was named Global Top Toy Manufacturer of 2022, while The Pokémon Co. International‘s namesake brand was deemed Global Top Toy Property. Mattel’s Hot Wheels brand took the checkered flag as the Global Top Selling Toy of the Year for its 1:64-scale mainline singles assortment. See more winners…

Spin Master Releases the Sustainable Rubik’s Re-Cube



Rubik’s Re-Cube was developed as part of Spin Master’s “Playsponsible” initiative to manufacture toys that are as environmentally conscious as they are fun. The Re-Cube is a first-of-its-kind, three-by-three Rubik’s toy made from 100% recycled ABS plastic. Read more…

Exclusive: Mainframe Studios Celebrates 30 Years of Making Life More Animated



Vancouver-based Mainframe Studios opened its doors in 1993 and has produced original content and served as a collaborator on projects for Hasbro, Mattel, Spin Master, and more. The studio recently produced the interactive film, Barbie: Epic Road Trip. Read more…

Mattel, Velan Studios Go Phygital with ‘Hot Wheels: Rift Rally’



Hot Wheels: Rift Rally is a mixed-reality racing experience that combines physical and digital play. Players can get behind the wheel of their favorite Hot Wheels vehicles using the Chameleon R/C car that can digitally transform into more than 140 vehicle variations. Learn more…

Schylling Gets Seasonal with NeeDoh Spring Holiday Collection



The specialty retail darling and viral hit NeeDoh is getting a seasonal update for 2023. Schylling has launched its new seasonal collection with Valentine’s Day NeeDoh designs that are set to be followed by Easter, Halloween, and Holiday drops later this year. Read more…

Playmobil Launches ‘Dragons: The Nine Realms’ Toys



DreamWorks’ Dragons: The Nine Realms is set 1,300 years after the film How to Train Your Dragon and brings kids’ favorite winged creatures into a modern world. Playmobil’s companion toy line features six new sets. Read more at The Toy Insider…

Ravensburger Introduces 2023 Disney Lineup



Ravensburger and The Walt Disney Co. are celebrating milestone anniversaries this year, and they’ve teamed up for an extensive lineup of games and puzzles. The new products are inspired by Disney Princess, Star Wars, and more. See the new products…

Toshiverse Labs Taps ChizSix Marketing & Media, AKCO to Unleash Wooshi World



ChizSix Marketing & Media and AKCO will serve as key consultants to Toshiverse Labs as the company prepares to build its Wooshi World brand beyond the metaverse and into a world of phygital play and consumer products. Read more…

Toyfinity Relaunches Ideal Toys’ Manglors



Originally created by the Ideal Toy Co. in 1983, Manglors are fierce warriors and strange creatures from the planet Uzalek. Made of sorbothane, the action figures were known for being stretchy, malleable, and sticky — but they were a bit too stretchy and easily torn apart by kids. Read more at The Pop Insider…

Rovio, PowerLocus Team Up for Angry Birds Kids’ Headphones



IMG brokered a new licensing deal between Rovio and PowerLocus for a line of kid-safe headphones. The new range includes four styles that are designed to deliver HD-quality sound with a kid-safe volume limit of 85 decibels. Read more…

My Plush Hess Truck Collection Expands with 2023 Tugboat



For the fourth release in its plush collection geared toward babies, toddlers, and kids of all ages, Hess turned to a seafaring vessel: a tugboat. The huggable plush toy features squeeze-activated flashing LED lights, two sing-along songs, an auto shutoff nightlight, and more. Read more…

Roylco to Release Line of STEAM-Focused Toys



The company’s new STEAM (science, technology, engineering, arts, and math) product line features nine toys, ranging from a sensory bin to coding gems. Each product includes a play guide with color-coded activities. Read more…

Exclusive: Julien Sharp Talks New GM, Country Manager Role at Asmodee USA



Sharp officially started with Asmodee USA on Nov. 7 and has spent the past few months onboarding with the company that represents games like Catan, Star Wars: X-Wing, Ticket to Ride, Pandemic, and Spot It! in the U.S. market. Read the interview…

Spin Master Reports Strength in Toys Amid Preliminary Q4, Full Year 2022 Earnings



The company behind PAW Patrol says that its unaudited total revenue in 2022 was $2.02 billion, a 1.1% decline from 2021. Spin Master attributes the dip to decreases across its entertainment and digital games businesses, but was offset by a slight increase in overall revenue for toys. Read more…

Just Play Welcomes Evelyn Mazzocco to Build Owned IP Division



In her new role, Mazzocco leads a Los Angeles-based team that is focusing on Just Play’s product development, branding, packaging, and engineering with an eye on developing original, wholly owned intellectual property. Read more…

Maxx Marketing, YuMe Strengthen International Leadership Teams



YuMe, a maker of pop culture toys and collectibles, tapped a pair of former Funko executives and a Hasbro and Disney veteran to help fuel growth in international markets. Read more…