The Toy Book

The Toy Book The Toy Book is the leading trade magazine covering the toy industry. Follow us for breaking toy and kids' entertainment news
The Toy Book is the leading trade publication covering the toy industry. We cover everything from the mass market to specialty toys found at the local mom and pop toy shop. The Toy Book covers the latest in merchandising, trends, licensed products, and new marketplace introductions. The Toy Book remains the essential publication for anyone in the toy industry.

Alrighty then... GreenLight Collectibles inked a deal for "Ace Ventura" vehicles... and they're also back on the shelves...
05/02/2019
GreenLight Collectibles Inks 'Ace Ventura' Deal, Returns to Toys "R" Us Canada • The Toy Book

Alrighty then... GreenLight Collectibles inked a deal for "Ace Ventura" vehicles... and they're also back on the shelves at Toys"R"Us Canada!

Vehicles from Ace Ventura: Pet Detective (1994) and Ace Ventura: When Nature Calls (1995) are headed to the die-cast aisle. Represented by Creative Licensing, Morgan Creek Productions licensed the Ace Ventura franchise to GreenLight Collectibles for vehicles in the 1:64 and 1:43 scales. Collectors c...

Super7's Masters of the Universe Snake Mountain is one step closer to reality. Pre-orders are open!
05/01/2019
Super7 Launches Masters of the Universe Snake Mountain Play Set • The Toy Book

Super7's Masters of the Universe Snake Mountain is one step closer to reality. Pre-orders are open!

Super7 is getting ready to produce what it is calling “the most absurdly large Masters of the Universe play set ever made.” Following its initial debut at the Mattel booth during Comic-Con International: San Diego back in 2015, Super7, who took over the Masters of the Universe (MOTU) line in 201...

Some news from Mattel...
05/01/2019
Mattel Enters Expanded Agreement with Disney for New Pixar Toys • The Toy Book

Some news from Mattel...

Mattel, Inc. expands its global licensing agreement with Disney to design and develop toys inspired by characters from all Pixar Animation Studios’ film properties. The news comes ahead of next months release of Disney•Pixar’s Toy Story 4, for which the El Segundo-based toymaker serves as mast...

Boss Fight Studio is getting into the ring with Masked Republic for a new line of Legends of Lucha Libre toys...#WeKnowP...
05/01/2019
Masked Republic Tag Teams with Boss Fight Studio for Legends of Lucha Libre • The Toy Book

Boss Fight Studio is getting into the ring with Masked Republic for a new line of Legends of Lucha Libre toys...

#WeKnowPlay

Fangirl Consulting And Brand Management, LLC

Boss Fight Studio is getting into the ring with some legendary luchadores. Firefly Brand Management, licensing agent for Masked Republic, owners of the Legends of Lucha Libre and Lil’ Luchas brands, tapped Boss Fight Studio — known for its high-quality, collector-favorite action figures — as i...

PlayMonster Fun acquired Set Enterprises, Inc...
04/30/2019
PlayMonster Bolsters Game Lineup with Set Enterprises Acquisition • The Toy Book

PlayMonster Fun acquired Set Enterprises, Inc...

Wisconsin-based PlayMonster LLC continues to increase its presence in the game aisle with the acquisition of Set Enterprises Inc. Founded in 1990, and based in Arizona, Set Enterprises gained global presence with a lineup of family and educational games, including SET, Quiddler, Five Crowns, Karma,....

TRANSFORMERS are More Than Meets the Eye — are you?
04/29/2019
Hasbro Kicks Off Transformers 35th Anniversary with Angela Bassett • The Toy Book

TRANSFORMERS are More Than Meets the Eye — are you?

How are you “more than meets the eye?” That’s the question Hasbro posits in a new campaign launched today in honor of the Transformers franchise’s 35th anniversary. Fans, celebrities, and those who’ve worked on the Transformers franchise will embrace and showcase the secrets that make them...

Super7 is blasting into #AlienDay with four limited edition collectibles...
04/26/2019
Super7 Celebrates Alien Day with Limited Edition Collectibles • The Toy Book

Super7 is blasting into #AlienDay with four limited edition collectibles...

Super7 is celebrating Alien Day, the annual occasion in which fans pay tribute to Ridley Scott’s 1979 film and subsequent franchise. First launched in 2016 by 20th Century Fox, April 26 was chosen in reference to LV-426, a moon that plays a key role in Alien lore. For the 40th anniversary of Alien...

Mattel beat expectations in the first quarter, but there's still much work to be done...
04/26/2019
Growth of Classic Brands, Barbie & Hot Wheels Drive Mattel Past Expectations • The Toy Book

Mattel beat expectations in the first quarter, but there's still much work to be done...

Mattel is making progress, but there’s still a long road ahead — one that company leadership is well aware of. The El Segundo-based toymaker reported its first quarter earnings this evening, surprising analysts and watchers with better-than-expected performance thanks to smaller-than-expected ov...

Learning Resources has some new support in its STEM efforts thanks to Giuliana Rancic and Bill Rancic...
04/26/2019
Bill and Giuliana Rancic Team Up with Learning Resources to Support STEM • The Toy Book

Learning Resources has some new support in its STEM efforts thanks to Giuliana Rancic and Bill Rancic...

Learning Resources is releasing more crazy creatures from its STEM-themed collectibles line, Beaker Creatures — and this time it’s doing it with the support of some celebrity parents. Giuliana and Bill Rancic, known for their reality series and restaurants, along with Giuliana’s red carpet pre...

Some great retail news coming from Schleich! As many as 25 flagship toy departments will open across the U.S., with loca...
04/25/2019
Schleich Boosts Retail Footprint with Flagship Toy Departments in the U.S. • The Toy Book

Some great retail news coming from Schleich! As many as 25 flagship toy departments will open across the U.S., with locations already open at Talbot's Toyland, Maziply Toys, and Tom's Toys.

Schleich is expanding its retail footprint across the U.S. with plans to open as many as 25 flagship toy departments inside leading toy stores across the country. Known for its highly-detailed animal figurines and play sets, Schleich opened toy shops at Tom’s Toys in Beverly Hills, California; Tal...

04/25/2019
LEGO Braille Bricks

The LEGO Foundation and LEGO Group are working on a new way to help blind and visually impaired kids learn through play — LEGO Braille Bricks.

Hasbro's Lost Kitties will hit bookstores next month...
04/22/2019
Hasbro's Lost Kitties Hit the Bookstore • The Toy Book

Hasbro's Lost Kitties will hit bookstores next month...

Hasbro‘s Lost Kitties are headed to the bookstore. Studio Fun International, an imprint of Readerlink, will publish a new series of books inspired by the collectible brand. Written by Maggie Fischer, three titles hit shelves this May, starting with the official Hasbro Lost Kitties Collector’s Gu...

GreenLight Collectibles & Topps will bring Garbage Pail Kids into the die-cast aisle this August...
04/18/2019
Greenlight Collectibles Previews Garbage Pail Kids Die-Cast Collection • The Toy Book

GreenLight Collectibles & Topps will bring Garbage Pail Kids into the die-cast aisle this August...

At Toy Fair New York, Greenlight Collectibles showed the first packaging samples for a new collection of die-cast vehicles inspired by the Garbage Pail Kids — a series of sticker trading cards originally released in 1985. Created in collaboration with The Topps Company, Garbage Pail Kids (GPK) Ser...

The Toy Insider's Spring & Summer Gift Guide is here! #WeKnowPlay
04/17/2019
The Toy Insider Experts Deliver the Ultimate Guide to 2019 Spring & Summer Must-Have Toys and Entertainment • The Toy Book

The Toy Insider's Spring & Summer Gift Guide is here!
#WeKnowPlay

The Toy Insider’s 2019 Spring & Summer Gift Guide is here! Showcasing nearly 250 toys across six different categories, The Toy Insider’s guide includes fun products that educate, entertain and travel well; games that bring the whole family together; plenty of screen-free outdoor options; and wat...

EA - Electronic Arts took a huge leap toward winning back fans who felt underwhelmed by Battlefront II with the new deta...
04/15/2019
Electronic Arts, Respawn Unleash 'Star Wars Jedi: Fallen Order' • The Toy Book

EA - Electronic Arts took a huge leap toward winning back fans who felt underwhelmed by Battlefront II with the new details on Star Wars Jedi: Fallen Order — revealed at Star Wars Celebration in Chicago.

Respawn Entertainment, a studio of Electronic Arts (EA), announced that its new third-person action adventure game, Star Wars Jedi: Fallen Order, will launch on Nov. 15 on Xbox One, PlayStation 4 and PC via Origin. The game was revealed at Star Wars Celebration during a panel held on the Celebration...

The Mandalorian will spawn a full range of new toys and consumer products this fall...
04/14/2019
Lucasfilm's 'The Mandalorian' Sizzle Reel Shown at Star Wars Celebration • The Toy Book

The Mandalorian will spawn a full range of new toys and consumer products this fall...

At Star Wars Celebration in Chicago, the buzz for Star Wars: The Rise of Skywalker and The Mandalorian is fueling anticipation for Triple Force Friday — a massive retail initiative that will launch new toys and consumer products from a galaxy far, far away. While we don’t have a look at the actu...

From Funko to Fisher-Price, Super7 to Little Tikes, and NECA - N.E.C.A to Power Rangers — the style and stance of the ...
04/10/2019
Masters of Chunk: Beefy and Heroic Action Figures are Back! • The Toy Book

From Funko to Fisher-Price, Super7 to Little Tikes, and NECA - N.E.C.A to Power Rangers — the style and stance of the action figures of the 80s has returned!

Over the past few years, the toy industry has seen an evolution in scale. When it comes to playability and collectibility for kids, the physical scale has been shrinking. Moose Toys accelerated the process when, inspired by the earlier success of the micro-collectible Trash Pack, it launched Shopkin...

The Avengers are doing good for the Starlight Children's Foundation... #UniverseUnites
04/07/2019
'Avengers: Endgame' Stars Come Together to Benefit Starlight Children's Foundation • The Toy Book

The Avengers are doing good for the Starlight Children's Foundation... #UniverseUnites

Disney assembled its own crew of real-life Avengers for the return of Avengers Universe Unites. Together with The Walt Disney Company, Hasbro, Funko, The LEGO Group, and Amazon teamed to donate more than $5 million in cash and toys to Starlight Children’s Foundation. The donation will benefit chil...

KidFocus is looking toward a big future.#WeKnowPlay
04/04/2019
Exclusive: KidFocus Gears Up for Rapid Expansion • The Toy Book

KidFocus is looking toward a big future.

#WeKnowPlay

The massive global success of L.O.L. Surprise! is fueling an unexpected side effect — expansion of toy distribution. KidFocus, which operates as a start-up within MGA Entertainment (MGAE), works to supply mid-tier and specialty retailers as the exclusive, in-house B2B distributor of MGAE brands su...

The Toy Association's #GeniusOfPlay has a new PSA campaign launching this week...
04/02/2019
The Genius of Play Releases New PSA • The Toy Book

The Toy Association's #GeniusOfPlay has a new PSA campaign launching this week...

The Genius of Play, a nonprofit that raises awareness of the role of play in child development, launched a new PSA today. Titled “Prescription for Play,” the PSA focuses on the negative effects of over-scheduling and play deprivation. This PSA is one element of the nonprofit’s upcoming “Play...

ZURU Toys has a new collection of 5 Surprise hitting stores...
04/02/2019
Zuru Introduces 5 Surprise Mini Shopping Brands • The Toy Book

ZURU Toys has a new collection of 5 Surprise hitting stores...

Zuru is combining miniature collectibles with familiar brands for its 5 Surprise Mini Brands, a new addition to the 5 Surprise line. The collectibles are realistic, miniature versions of popular shopping brands. Each reusable 5 Surprise capsule includes an assortment of mini products from brands inc...

UBTECH Robotics teams with Marvel for its latest creation (no joke!)
04/01/2019
Marvel, UBTECH Team Up for Iron Man MK50 Robot • The Toy Book

UBTECH Robotics teams with Marvel for its latest creation (no joke!)

Following the success of its Star Wars First Order Stormtrooper, UBTECH Robotics launches the Iron Man MK50 Robot. The first humanoid robot inspired by the Marvel Cinematic Universe (MCU), the Iron Man MK50 Robot is officially licensed by Marvel Entertainment, debuting alongside other toys and produ...

Moose Toys & Haylie Duff held a special launch event for Piki Pops DoughMis in Los Angeles Today...
03/31/2019
Moose Toys Hosts Pikmi Pops DoughMi Launch Event in Los Angeles • The Toy Book

Moose Toys & Haylie Duff held a special launch event for Piki Pops DoughMis in Los Angeles Today...

Moose Toys launched its latest collection of Pikmi Pops with a special launch event in Los Angeles. Hosted by actress, author, and kids’ fashion designer Haylie Duff, surprises packed the official debut of Pikmi DoughMis — a full range of doughnut-themed plush. “My daughter Ryan can’t stop t...

Rubie's Costume Co., Inc. teamed with Marvel for a new collection of Captain Marvel costumes...#WeKnowPlay
03/29/2019
Rubie's Soars with Marvel Studios' 'Captain Marvel' Costumes and Accessories • The Toy Book

Rubie's Costume Co., Inc. teamed with Marvel for a new collection of Captain Marvel costumes...

#WeKnowPlay

Families can suit up for adventure as Rubie’s Costume Co. Inc. joins forces with Marvel for a full range of costumes, masks, and accessories based on Marvel Studios’ Captain Marvel. The latest film in the Marvel Cinematic Universe (MCU) has grossed more than $330 million in the U.S., and is on t...

Nickelodeon's NOGGIN grows stronger...
03/29/2019
Nickelodeon Acquires Sparkler; Kristen Kane Named EVP of Noggin • The Toy Book

Nickelodeon's NOGGIN grows stronger...

Nickelodeon acquired Sparkler, an early childhood learning technology platform. Over the next year, Sparkler’s technology, which measures child development and delivers personalized coaching to parents, will be integrated into Nickelodeon’s Noggin platform. Sparkler co-founder Kristen Kane will ...

The Final 'UglyDolls' Trailer is Here • The Toy Book
03/28/2019
The Final 'UglyDolls' Trailer is Here • The Toy Book

The Final 'UglyDolls' Trailer is Here • The Toy Book

Hasbro‘s first wave of UglyDolls toys hit retail this month, and today STXfilms and Alibaba Pictures released the final trailer for the upcoming UglyDolls film. The CGI animated feature is based on the original plush creations by David Horvath and Sun-Min Kim, first launched in 2001. In UglyDolls,...

Playmobil Set to Launch 'Heidi' Figures and Play Sets • The Toy Book
03/27/2019
Playmobil Set to Launch 'Heidi' Figures and Play Sets • The Toy Book

Playmobil Set to Launch 'Heidi' Figures and Play Sets • The Toy Book

Playmobil and Studio 100 Media|m4e inked a multi-year licensing agreement for toys based on Heidi. The deal covers the worldwide rights with the exception of some territories in Asia. The consumer launch for Heidi will take place next year. Playmobil will create figures and play sets based on the CG...

ChizComm Ltd. has a new president. Congratulations to Donna MacNeil!
03/27/2019
Donna MacNeil Promoted to President, ChizComm Ltd. • The Toy Book

ChizComm Ltd. has a new president. Congratulations to Donna MacNeil!

Donna MacNeil is the new president of ChizComm Ltd., a full-service marketing and communications agency based in Toronto. She joined the company in 2017, most recently serving as senior vice president of marketing. Her promotion takes effect immediately. In her new role, Donna will oversee and spear...

Wonder Works and Melissa & Doug just launched a cool collaboration...
03/27/2019
Wonder Works Debuts Melissa & Doug Experiential Play Zone • The Toy Book

Wonder Works and Melissa & Doug just launched a cool collaboration...

Wonder Works, an independent toy store with four locations in South Carolina, is debuting two of the country’s very first interactive Melissa & Doug Play Zones. These new spaces embrace the concept of “experiential retail” by giving kids an immersive place to play, while offering retailers a w...

Mattel has unveiled its BTS collection...
03/26/2019
Mattel Unveils BTS Doll Collection • The Toy Book

Mattel has unveiled its BTS collection...

Announced at Hong Kong Toy Fair, previewed at Toy Fair New York, and extensively teased on social media over the past week, Mattel has officially unveiled its BTS doll collection. V, SUGA, Jin, Jung Kook, RM, Jimin and j-hope are based on their appearance in the YouTube record-breaking “IDOL” mu...

Looks like Geoffrey and Ace are ready for baseball! Toys"R"Us Canada and the Toronto Blue Jays are teaming up for the ne...
03/25/2019
Toys "R" Us Canada, Toronto Blue Jays Play Ball • The Toy Book

Looks like Geoffrey and Ace are ready for baseball! Toys"R"Us Canada and the Toronto Blue Jays are teaming up for the next three seasons...

Geoffrey and Ace (pictured top) are ready to play ball. Toys “R” Us Canada (TRU) joins the Toronto Blue Jays as an official sponsor this season, inking a three-year-deal in which the new partners seek to create meaningful engagements with kids and families. TRU will present fun family activation...

GameStop has a new CEO...
03/22/2019
George Sherman Levels Up to CEO at GameStop • The Toy Book

GameStop has a new CEO...

Following a lengthy search, GameStop has a new CEO to lead the company through its next evolution. The company’s Board of Directors appointed George Sherman as chief executive officer and member of the board of directors, effective April 15. Sherman has extensive retail experience, most recently s...

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