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.

ASTRA: American Specialty Toy Retailing Association honors the late Ted Kiesewetter...
06/25/2019
ASTRA Honors Memory of International Playthings Founder Ted Kiesewetter • The Toy Book

ASTRA: American Specialty Toy Retailing Association honors the late Ted Kiesewetter...

The American Specialty Toy Retailing Association (ASTRA) is paying tribute to International Playthings (now Epoch Everlasting Play) founder Ted Kiesewetter, who passed away on May 24, 2019. “Thanks to his long toy career, most of it at the helm of International Playthings — there isn’t much ab...

Tom Murdough, founder of Little Tikes, Step2, and Simplay3 was honored in Ohio this past weekend.#MadeInUSA #WeKnowPlay
06/25/2019
Toy Industry Legend Honored at Little Tikes 50th Anniversary Celebration • The Toy Book

Tom Murdough, founder of Little Tikes, Step2, and Simplay3 was honored in Ohio this past weekend.

#MadeInUSA #WeKnowPlay

Tom Murdough might not be a household name, but his toys certainly are. A pioneer of the American toy industry, Murdough has led three companies, all of which have produced toys that have brought countless hours of fun and joy to millions of kids over the course of the past 50 years. Little Tikes (f...

Rubik's and ChizComm Ltd. are teaming up!#WeKnowPlay
06/24/2019
Exclusive: Rubik's Brand Ltd Appoints ChizComm as Agency of Record • The Toy Book

Rubik's and ChizComm Ltd. are teaming up!

#WeKnowPlay

Rubik’s Brand Ltd. is gearing up to celebrate its 40th anniversary next year, and the makers of the iconic Rubik’s Cube will be doing it with a powerful new ally in its corner. The company appointed ChizComm as its new agency of record, tapping into the marketing and communications agency to lea...

Who saw #ToyStory4 this weekend? And will the real #Forky please stand up?.#weknowplay #pixar #toysofinstagram #toystory...
06/23/2019

Who saw #ToyStory4 this weekend? And will the real #Forky please stand up?
.
#weknowplay #pixar #toysofinstagram #toystory #disney

Wow! Stuff's Harry Potter Invisibility Cloak is coming to the States, and we've got the details on where and when aspiri...
06/23/2019
Exclusive: Wow! Stuff Reveals U.S. Preorders for Wizarding World of Harry Potter Invisibility Cloak • The Toy Book

Wow! Stuff's Harry Potter Invisibility Cloak is coming to the States, and we've got the details on where and when aspiring Wizards can get one...

#WeKnowPlay

Wow! Stuff‘s all-new Harry Potter Invisibility Cloak was one of the most buzzed-about items at this year’s Toy Fair New York, and last week, fans of The Wizarding World in the UK had a chance to become invisible at Platform 9 ¾ at Kings Cross Station. Now, the Toy Book has the details on how Wi...

It's the same news we've been hearing for months, but with a few new twists.
06/22/2019
Toys "R" Us is Still Plotting a Holiday Return in the U.S. • The Toy Book

It's the same news we've been hearing for months, but with a few new twists.

Stop me if you think you’ve heard this one before — Toys “R” Us is plotting a comeback in the U.S. It’s a headline that’s been seen repeatedly in recent months (“TRU Returns!,” “Geoffrey’s Back from the Dead!”), and yet the news still isn’t entirely official. After emerging f...

Kano partnered with Microsoft to launch the Kano PC — a new kit for kids to build their own Windows-based computer.
06/19/2019
Kano, Microsoft Team Up for Kano PC, A New Build-Your-Own Computer Kit for Kids • The Toy Book

Kano partnered with Microsoft to launch the Kano PC — a new kit for kids to build their own Windows-based computer.

Kano partnered with Microsoft to launch the Kano PC — a new kit for kids to build their own Windows-based computer. The 11.6-inch touch-enabled, Intel Atom powered tablet/laptop comes with a step-by-step storybook to guide kids through the process of connecting the parts. Kids will see the LEDs on...

Mongoose Bicycles is headed to the Upside Down...
06/18/2019
Mongoose Collaborates with Netflix for 'Stranger Things' Season 3 Bikes • The Toy Book

Mongoose Bicycles is headed to the Upside Down...

The kids from Hawkins, Indiana will have some new rides when season three of the Netflix Original Series Stranger Things debuts on July 4. Mongoose, a brand of Dorel Industries Inc., collaborated with Netflix to create period-accurate bicycles for the series, including a character-specific model for...

Hasbro is loading up for another round...
06/17/2019
Hasbro Readies Next Round of Fortnite x Nerf Blasters • The Toy Book

Hasbro is loading up for another round...

Hasbro’s collaboration with Epic Games for Fortnite-inspired Nerf Blasters is a hit, and the next wave is being prepped for fall. Following the first wave in March and the TS earlier this month, the fall Nerf Fortnite lineup will include the new Fortnite HC-E Mega Blaster, the Fortnite RL Blaster,...

Our friends at Fat Brain Toys won five ASTRA Best Toys for Kids Awards at #marketplaceandacademy this year. The Timber T...
06/16/2019

Our friends at Fat Brain Toys won five ASTRA Best Toys for Kids Awards at #marketplaceandacademy this year. The Timber Tots Tree House (seen on the wraparound cover to the latest issue of #TheToyBook) was a big hit — as was the whole line. Did anyone else have the original Kenner version in the 70s/80s?
📷: The Rock Father

#weknowplay

The talk of tariffs on #oys continues, and now many toymakers and retailers have joined The Toy Association and more tha...
06/14/2019
Toymakers Join More than 600 American Companies in Signing Letter to the White House Over China Tariffs • The Toy Book

The talk of tariffs on #oys continues, and now many toymakers and retailers have joined The Toy Association and more than 600 companies — including Adventure Media and Events, LLC, parent company of The Toy Book — in signing a letter to the White House in hopes of delivering a clear message: #TariffsHurt.

Tariffs Hurt the Heartland

More than 600 American companies and trade associations, including Adventure Media and Events — parent company of the Toy Book — signed a letter delivered to the White House in hopes of sending a message to President Donald Trump: Tariffs hurt the heartland. The letter comes as the Office of the...

06/14/2019
GameStop Begins Shutting Down ThinkGeek Subsidiary • The Toy Book

Is it “shutting down” or “moving in?” That depends on how you spin it, but one thing is very clear — GameStop’s ThinkGeek subsidiary is being dismantled.

Is it “shutting down” or “moving in?” That depends on how you spin it, but one thing is very clear — GameStop’s ThinkGeek subsidiary is being dismantled. On its quarterly earnings call last week, recently appointed CEO George Sherman made it clear that redundancies in the collectibles bu...

Funko is gearing up for Comic-Con...
06/13/2019
Funko Reveals Plans for SDCC 50th Anniversary • The Toy Book

Funko is gearing up for Comic-Con...

Funko is gearing up for the 50th Anniversary of Comic-Con International: San Diego (SDCC) with a full range of fan-centric events and exclusives to be sold from the company’s first-ever double-decker booth (No. 5341). The massive, 30-foot x 10-foot space will feature more than 75 SDCC exclusive vi...

AtGames heads to the next level with ChizComm Ltd. Details at The Toy Book — #WeKnowPlay
06/13/2019
AtGames Levels Up with ChizComm as Agency of Record • The Toy Book

AtGames heads to the next level with ChizComm Ltd.

Details at The Toy Book — #WeKnowPlay

Ahead of the Electronic Entertainment Expo (E3), AtGames Interactive unveiled its Legends Ultimate in-home arcade cabinet at Licensing Expo in Las Vegas this month. First announced last year, the machine will will include 350 games from a variety of licensees with the option to add more via DLC. Now...

The Toy Association will offer insight on the latest round of tariffs during the Annual Business Conference in Minneapol...
06/12/2019
Hear the Latest on Toy Industry Tariffs at The Toy Association's Annual Business Conference • The Toy Book

The Toy Association will offer insight on the latest round of tariffs during the Annual Business Conference in Minneapolis next week...

Next week, hundreds of toy and youth entertainment industry executives will gather in Minneapolis, MN for The Toy Association’s Annual Business Conference, where they will learn insights on the most important issues affecting their businesses, including critical updates about the threat of tariffs...

Kuato Studios just launched a Marvel-ous new app to help kids with reading...
06/12/2019
Kuato Studios Launches 'Marvel Hero Tales' Educational Storytelling App • The Toy Book

Kuato Studios just launched a Marvel-ous new app to help kids with reading...

A web-slinging kid from Queens inspired the development of latest educational storytelling app from Kuato Studios — Marvel Hero Tales. The new app for iOS and Android offers kids ages 7 to 11 a new way to experience Marvel stories while helping to develop their language and reading skills. Launchi...

Hasbro is engaging fans to pick the next Decepticon...
06/12/2019
Hasbro Readies Transformers Fan Vote 2020 • The Toy Book

Hasbro is engaging fans to pick the next Decepticon...

The War for Cybertron is about to expand, and this time it’s happening on Facebook. As Hasbro nears the mid-point in its 35th anniversary celebration for the iconic Transformers brand, the toymaker is looking ahead to next year for the expansion of its War for Cybertron line. The annual fan vote w...

Getting ready for another day on the floor at @astratoy #marketplaceandacademy in #pittsburgh. What new #toys and #games...
06/11/2019

Getting ready for another day on the floor at @astratoy #marketplaceandacademy in #pittsburgh. What new #toys and #games will be discovered today?
.
#toysofinstagram #toyindustry

#BrickMates: Swipe to see the Brick Mates assortment! On-display at #ASTRA #marketplaceandacademy, there’s a lot of po...
06/11/2019

#BrickMates: Swipe to see the Brick Mates assortment! On-display at #ASTRA #marketplaceandacademy, there’s a lot of potential for these — kids can make their own 3D art with cool Stack By Numbers sets!

#WeKnowPlay

Good morning from #Pittsburgh! Jackie Breyer, James Zahn, and Patrick Kennerly from #TheToyBook are on the ground in #St...
06/10/2019

Good morning from #Pittsburgh! Jackie Breyer, James Zahn, and Patrick Kennerly from #TheToyBook are on the ground in #SteelCity for the ASTRA: American Specialty Toy Retailing Association #marketplaceandacademy! The new issue of The Toy Book is available, and they’re hot, hot, hot 🔥🔥🔥! Pick one up while you can!

A classic returns from Madame Alexander...
06/07/2019
Madame Alexander Relaunches Famed Pussycat Doll • The Toy Book

A classic returns from Madame Alexander...

On June 17, Madame Alexander Doll Co. will relaunch one of its most popular dolls — Pussycat. The 14-inch Pussycat Party Dress doll is a soft, classic baby doll that’s “dressed for a floral fete” in her pink satin party gown with a petal-filled bubble skirt. The doll’s body is constructed ...

YuMe Toys officially launches its Batman DZNR Series on July 1...
06/06/2019
YuMe Toys Launches Batman DZNR Series for Batman 80th Anniversary Celebration • The Toy Book

YuMe Toys officially launches its Batman DZNR Series on July 1...

This year marks both the 80th anniversary of Batman and the 30th anniversary of Tim Burton’s 1989 Batman film. As part of the year-long #LongLiveTheBat celebration, Maxx Marketing’s YuMe Toys officially launched its full line of Batman DZNR (pronounced “Designer”) Series specialty chibi plus...

The tariff talk continues. In this extended edition of a feature penned by The Rock Father for the latest issue of The T...
06/05/2019
Trade War: The Looming Threat of Tariffs on Toys is Anything But Child's Play • The Toy Book

The tariff talk continues. In this extended edition of a feature penned by The Rock Father for the latest issue of The Toy Book, we explore where things are at in the recent trade war, and the impact it's already having — and could have in the future.

This is an updated version of an article that originally appeared in the May/June 2019 issue of the Toy Book… If no news is good news, then the few months following Toy Fair were decent — if not filled with a welcome, yet somewhat uncomfortable silence regarding trade talks between the U.S. and ...

The Toys''R''Us rebirth is underway. While plans for the U.S. have yet to be revealed (news soon), both TRU and Babies "...
06/05/2019
Tru Kids Brands Partners with Hobby Warehouse for Australian Toys "R" Us Relaunch • The Toy Book

The Toys''R''Us rebirth is underway. While plans for the U.S. have yet to be revealed (news soon), both TRU and Babies "R" Us will begin selling online in Australia and New Zealand on June 12.

Toys “R” Us is headed back to Australia. Tru Kids Brands, the New Jersey-based parent company of Toys “R” Us, Babies “R” Us, Geoffrey the Giraffe, and more than 20 in-house consumer toy and baby brands, entered into a licensing agreement with Hobby Warehouse to operate Toys “R” Us an...

The Wiggles are at #LicensingExpo, rolling out new products, and making deals for even more...
06/05/2019
The Wiggles Ink New Licensing Deals for 2019 and Beyond • The Toy Book

The Wiggles are at #LicensingExpo, rolling out new products, and making deals for even more...

The Wiggles revealed several new licensing partnerships as Licensing Expo is now underway. The current resurgence of The Wiggles in North America will be supported by a host of new products that will begin hitting retail this fall, just as the group wraps its largest U.S. tour in nearly a decade, an...

Funrise Toys has a bunch of licensees on board for this fall's consumer products launch for Rainbow Butterfly Unicorn Ki...
06/04/2019
Funrise Inks Licensing Deals for 'Rainbow Butterfly Unicorn Kitty' • The Toy Book

Funrise Toys has a bunch of licensees on board for this fall's consumer products launch for Rainbow Butterfly Unicorn Kitty...

A wide range of licensees have inked deals with Funrise, Inc. to create ancillary products tied to the company’s own Rainbow Butterfly Unicorn Kitty. This fall, Funrise will launch a full toy line based on the animated series, while the new licensees will release products including apparel, access...

The ZURU Toys X-Shot Ninja blaster range is starting to roll out...
06/04/2019
ZURU Unleashes X-SHOT Ninja Range in the U.S. • The Toy Book

The ZURU Toys X-Shot Ninja blaster range is starting to roll out...

Previewed earlier this year at Toy Fair New York, the ZURU X-SHOT Ninja range is starting to roll out in the U.S., with a UK release slated for fall. The limited-edition line of foam dart blasters is inspired by top Twitch streamer Tyler “Ninja” Blevins — who consistently racks up record-break...

The 2019 Hess Toy Truck Mini Collection hits the streets today...#WeKnowPlay
06/03/2019
2019 Hess Toy Truck Mini Collection Revealed • The Toy Book

The 2019 Hess Toy Truck Mini Collection hits the streets today...

#WeKnowPlay

The Hess Corp. revealed the newest trio of vehicles to join the famed lineup of its Hess Miniature series. Released annually each spring since 1998 (excluding 2015 and 2016), the Hess Minis are small-scale replicas of vehicles previously released as part of the Hess Toy Truck range — a holiday tra...

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