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.

The HOTTEST toys of the summer are here! The team at The Toy Insider has just issued the much-anticipated 2020 Spring & ...
05/27/2020
The Toy Insider Experts Reveal the Hottest Spring and Summer Toys of 2020 • The Toy Book

The HOTTEST toys of the summer are here! The team at The Toy Insider has just issued the much-anticipated 2020 Spring & Summer Toy Guide!

#weknowplay

We’re living in unusual times, and while life is a bit different right now, kids and families are finding new ways to play together at home. Despite store closures and supply chain disruptions that have had a ripple effect through the toy industry in the first half of the year, kids are still play...

Sesame Workshop is looking forward to expanding the reach and scope of Sesame Street for kids in China, Hong Kong, and T...
05/26/2020
Alvin Fu Heads to Sesame Workshop for China Expansion • The Toy Book

Sesame Workshop is looking forward to expanding the reach and scope of Sesame Street for kids in China, Hong Kong, and Taiwan...

#weknowplay

Shanghai-based Alvin Fu has joined Sesame Workshop as vice president and general manager of Greater China. Fu will be responsible for expanding the reach of Sesame Street in Mainland China, Hong Kong, and Taiwan by “developing and implementing a new long-term strategic vision to help the next gene...

It's one supercategory driving the growth...
05/22/2020
U.S. Toy Industry Grew 22% in April, NPD Says • The Toy Book

It's one supercategory driving the growth...

The COVID-19 pandemic continues to skew sales numbers as families stay at home. According to The NPD Group, overall sales for the U.S. toy industry grew 22% in April. This number may come as a surprise given that overall retail sales fell off a cliff to hit historic lows last month. According to num...

Funko & Marvel have teamed up for a new collectible tabletop gaming system that will launch first to market at Target ne...
05/20/2020
Exclusive: Funko Introduces Marvel Battleworld: Mystery of the Thanostones • The Toy Book

Funko & Marvel have teamed up for a new collectible tabletop gaming system that will launch first to market at Target next month.

Exclusive first-look at The Toy Book, The Toy Insider, and The Pop Insider | #weknowplay #fuelyourfandom

Funko and Marvel are teaming up to launch a new micro collectible tabletop gaming system Revealed exclusively across the Toy Book, the Toy Insider, and the Pop Insider, Marvel Battleworld: Mystery of the Thanostones is a collectible adventure game that invites kids and families to play in a whole ne...

pocket.watch HQ has a full roster of toymakers lined-up for Love, Diana...#weknowplay
05/19/2020
Pocket.watch Seeks to Turn 'Love Diana — the Princess of Play' into a Global Franchise • The Toy Book

pocket.watch HQ has a full roster of toymakers lined-up for Love, Diana...

#weknowplay

A number of toy companies are already on board for what’s being touted as “one of the largest consumer products launches ever for a YouTube creator brand.” Pocket.watch, the studio behind franchises including Ryan’s World, HobbyKids.TV, and Jason Vlogs is launching Love, Diana — The Prince...

We Will Get Through This Together The world looks a lot different from when we were all together at Toy Fair New York a ...
05/19/2020
April/May 2020

We Will Get Through This Together

The world looks a lot different from when we were all together at Toy Fair New York a few months ago. These times are unprecedented, and nothing is certain as we head into the end of this year, but this industry’s dedication to helping kids grow, learn, and have fun is nothing short of inspiring.

At the Toy Book, we are more dedicated than ever to making sure you have the information you need to make the best decisions for your business, so that you can keep doing what you do best: bringing smiles to kids’ faces.

Our whole team is excited to present our first magazine since our Toy Fair issue. Check out the April/May issue, including:

• How the COVID-19 pandemic is affecting our industry;
• Coverage of the plush, R/C, and collectibles categories;
• and how a successful toy line turned into Go! Go! Cory Carson, now on Netflix.

There’s so much more inside! Flip through the pages and let us know what you think, and make sure you follow us on Twitter, Instagram, and Facebook for the latest toy news, trends, and new products all year round!

Issuu is a digital publishing platform that makes it simple to publish magazines, catalogs, newspapers, books, and more online. Easily share your publications and get them in front of Issuu’s millions of monthly readers. Title: April/May 2020, Author: The Toy Book, Name: April/May 2020, Length: 60...

Mattel is expanding its #ThankYouHeroes initiative with limited edition toys from Matchbox, UNO, and Mega Construx#wekno...
05/19/2020
Mattel Expands #ThankYouHeroes Collection with Matchbox, UNO, and Mega Construx Toys • The Toy Book

Mattel is expanding its #ThankYouHeroes initiative with limited edition toys from Matchbox, UNO, and Mega Construx

#weknowplay

https://toybook.com/mattel-thankyouheroes-matchbox-uno-mega-construx/

Mattel’s #ThankYouHeroes initiative is expanding with a new range of toys across its brands, and net proceeds will benefit #FirstRespondersFirst. UNO, Mega Construx, and the iconic Matchbox brand join the lineup with exclusive new offerings geared toward kids and collectors alike. #ThankYouHeroes ...

Basic Fun Toys is stepping up to provide aid to healthcare heroes and essential front-line workers in need.#weknowplay
05/18/2020
Basic Fun! Donates N95 Masks, Toys to Healthcare Heroes • The Toy Book

Basic Fun Toys is stepping up to provide aid to healthcare heroes and essential front-line workers in need.

#weknowplay

The company behind Care Bears and Tonka is stepping up to provide aid to healthcare heroes and essential front-line workers in need. Basic Fun! donated 4,000 3M brand N95 surgical masks to hospitals, nursing homes, and prisons for use in the fight against the COVID-19 pandemic. The Boca Raton, Flori...

New meaning to the phrase "Gotta Catch 'Em All!"
05/18/2020
U.S. Customs Catches More than 86,000 Counterfeit Pokémon • The Toy Book

New meaning to the phrase "Gotta Catch 'Em All!"

They may not have caught them all, but more than 86,000 counterfeit Pokémon are off the streets thanks to U.S. Customs and Border Protection (CBP) officers in Pennsylvania. Inspection of incoming shipments from Hong Kong revealed a manifest for 15 shipping boxes that had been said to contain “pla...

First-quarter financials have arrived from JAKKS Pacific.
05/13/2020
Jakks Pacific Takes a Q1 Sales Hit as Margin, Supply Chain Improves • The Toy Book

First-quarter financials have arrived from JAKKS Pacific.

Faced with the challenges of doing business in the COVID-19 era, Jakks Pacific took a slight dip in sales during the first quarter. The company saw a 6% decline in net sales for the first quarter of 2020 with $66.6 million compared to $70.8 million last year. Despite the dip in sales, gross margin g...

The Games by Bicycle Cards collection is expanding with the company's first-ever light strategy offerings...#weknowplay
05/11/2020
U.S. Playing Card Co. Expands Games by Bicycle Collection • The Toy Book

The Games by Bicycle Cards collection is expanding with the company's first-ever light strategy offerings...

#weknowplay

The United States Playing Card Co. (USPCC) is expanding its category offerings within its Games by Bicycle portfolio. The Alpha and Exchange are the first-ever light strategy board games to be offered by the company, which is famous for its Bicycle brand of playing cards. “We are always looking fo...

A pair of new and familiar faces were appointed to Spin Master‘s board of directors during the company’s Annual Meeting ...
05/11/2020
Former Nintendo, WarnerMedia Execs Join Spin Master Board of Directors • The Toy Book

A pair of new and familiar faces were appointed to Spin Master‘s board of directors during the company’s Annual Meeting of Shareholders.

Reggie Fils-Aimé, former president and COO at Nintendo of America has joined the board alongside Christina Miller, former president of WarnerMedia‘s Kids, Young Adults, and Classic division. The appointments are immediate.

A pair of new and familiar faces were appointed to Spin Master‘s board of directors during the company’s Annual Meeting of Shareholders. Reggie Fils-Aimé, former president and COO at Nintendo of America has joined the board alongside Christina Miller, former president of WarnerMedia‘s Kids, Y...

Kids can't fight Cobra properly without Snake Eyes in the house!
05/08/2020
Snake Eyes Officially Joins Hasbro's G.I. Joe: Classified Lineup • The Toy Book

Kids can't fight Cobra properly without Snake Eyes in the house!

Hasbro officially kicked off a new era for G.I. Joe at Toy Fair New York with the debut of its G.I. Joe: Classified line. The new collection of super-articulated 6-inch action figures brings characters from the iconic brand back into the toy aisles in a modern form that fans of Star Wars: The Black....

Funko reported its Q1 earnings today — its first financials of the COVID-19 era. The impact is big, but the company is a...
05/07/2020
Funko Takes a Hit in Q1, But Cautions Big Declines in Q2 • The Toy Book

Funko reported its Q1 earnings today — its first financials of the COVID-19 era. The impact is big, but the company is adapting...

As expected, Funko took a hit in the first quarter, but the company cautions that the second quarter holds bigger challenges. The company saw an 18% decline in net sales for the first quarter of 2020 with $136.7 million compared to $167.1 million last year. The company pointed to a weaker content li...

As many expected, there will be no Licensing Expo this year.Details at The Toy Book — #weknowplay!
05/07/2020
Licensing Expo 2020 Is Canceled, Event to Return Next Year • The Toy Book

As many expected, there will be no Licensing Expo this year.

Details at The Toy Book — #weknowplay!

The spread of COVID-19 has taken another casualty on the trade show front. Informa Markets’ Licensing Expo, originally planned for this month and later postponed until August, has been canceled. The annual event will return to Las Vegas from May 25-27, 2021. “We’d like to thank all our custome...

How about some Wednesday afternoon #toyindustry financials? Spin Master just dodged a decline with a mild 0.7% sales inc...
05/06/2020
Spin Master Sees Mild Growth in Q1 as COVID-19 Shifts Buying Habits • The Toy Book

How about some Wednesday afternoon #toyindustry financials? Spin Master just dodged a decline with a mild 0.7% sales increase, but revenue and profits are down.

Full details on what's selling and what's not at The Toy Book — #weknowplay!

https://toybook.com/spin-master-sees-mild-growth-in-q1-as-covid-19-shifts-buying-habits/

Following reports from Hasbro and Mattel, Spin Master is the third major toymaker to report financials in the COVID-19 era. The Toronto-based toy and entertainment company dodged an overall decline with a slight increase of just 0.7% in the first quarter to $242.3 million. Overall revenue declined 4...

Mattel is bringing Rainbow Rangers toys to Walmart beginning this August...
05/06/2020
Mattel to Bring Rainbow Rangers Toys to Walmart • The Toy Book

Mattel is bringing Rainbow Rangers toys to Walmart beginning this August...

The Rainbow Rangers are suited up and headed to Walmart. Mattel will launch the first toy line based on the hit preschool series from Genius Brands International this August. A diverse array of characters including Rosie Redd, Mandarin Orange, Anna Banana, Pepper Mintz, Bonnie Blueberry, Indigo Allf...

Mattel revealed its Q1 financials today, and as expected — the company took a COVID-19 related hit. As always, there wer...
05/05/2020
UNO, Pictionary, Hot Wheels Grow as Mattel Takes First-Quarter Earnings Hit • The Toy Book

Mattel revealed its Q1 financials today, and as expected — the company took a COVID-19 related hit. As always, there were some bright spots with an increase in gross margin and growth in Hot Wheels, UNO, and Pictionary, but the North American market saw a 16% sales decline.

More details to follow at The Toy Book — #weknowplay!

Mattel delivered its first earnings report of the COVID-19 era, reflecting a 14% decline in net sales globally and a 16% decline in North America. Net sales fell to $594.1 million, compared to $689.2 in the first quarter of last year. The company experienced a greater operating loss and loss per sha...

The assets of a company with some iconic brands are headed to auction. If you've ever wanted to own Ideal Toys, Shrinky ...
05/05/2020
Alex Brands, Poof-Slinky Assets Are Headed to the Auction Block • The Toy Book

The assets of a company with some iconic brands are headed to auction. If you've ever wanted to own Ideal Toys, Shrinky Dinks, or Slinky, ALEX Brands may have something for you...

#weknowplay

Earlier this spring, just on the cusp of the COVID-19 pandemic, Alex Brands quietly shut its doors. The New Jersey-based company, which was gearing up to celebrate the 75th anniversary of its Slinky brand this year, reportedly let its third-party PR team go immediately following Toy Fair New York. B...

The big story that broke last night: Rubie's Costume Co., Inc. has filed for reorganization under Chapter 11 of the Bank...
05/01/2020
Rubie's Costume Co. Files Chapter 11 Bankruptcy Amid COVID-19 Uncertainty • The Toy Book

The big story that broke last night: Rubie's Costume Co., Inc. has filed for reorganization under Chapter 11 of the Bankruptcy Code...

#weknowplay

The uncertainty of the COVID-19 era continues to wreak havoc on companies of all sizes. New York-based Rubie’s Costume Company, Inc. and certain of its affiliated companies have filed voluntary petitions under Chapter 11 of the U.S. Bankruptcy Code in the Eastern District of New York in Central Is...

ZURU Toys just acquired Glove-A-Bubbles, which were previously developed by OgoSport and sold by Zing.#weknowplay
05/01/2020
ZURU Acquires TOTY-Winning Glove-A-Bubbles Brand • The Toy Book

ZURU Toys just acquired Glove-A-Bubbles, which were previously developed by OgoSport and sold by Zing.

#weknowplay

ZURU has acquired Glove-A-Bubbles, the winner of the Toy Association’s 2019 Outdoor Toy of the Year (TOTY) Award. The popular toy, which was created by Ogosport and sold by Zing, joins ZURU’s expanding lineup of outdoor toys including X-Shot and Bunch O Balloons. “Glove-A-Bubbles inherently fu...

Families might be social distancing, but that's not stopping play. Following yesterday's news of a U.S. sales spike for ...
04/30/2020
Global Toy Sales Up 4% in Q1 as Families Stay at Home, NPD Says • The Toy Book

Families might be social distancing, but that's not stopping play. Following yesterday's news of a U.S. sales spike for Q1, global numbers from The NPD Group are in...

#weknowplay

On the heels of news that the U.S. toy industry saw a 7.6% spike in retail sales amid stay-at-home orders, The NPD Group says that global toy sales also experienced growth in the first quarter. Retail sales in toys tracked from January to March across 13 global markets that NPD calls the G13 grew 4%...

ICYMI when we reported HasbroOfficial's earnings yesterday, eOne is developing numerous TV/film projects based on the Ha...
04/30/2020
Hasbro/eOne Tap 'Toy Story 4' Director to Lead new Transformers Film • The Toy Book

ICYMI when we reported HasbroOfficial's earnings yesterday, eOne is developing numerous TV/film projects based on the Hasbro portfolio. Now we have details on one of those projects and it's more than meets the eye!

#weknowplay

Fresh off yesterday’s news that Entertainment One (eOne) is developing 15 TV projects and 21 film projects based on properties in the Hasbro portfolio, the first details have emerged about one project that is “more than meets the eye.” Oscar-winning filmmaker Josh Cooley (Toy Story 4) will dir...

The impact of the COVID-19 pandemic continues to bear unexpected results for the toy industry.Despite retail closures, l...
04/29/2020
Surprise! U.S. Toy Industry Sales Spike Amid Stay-at-Home Orders • The Toy Book

The impact of the COVID-19 pandemic continues to bear unexpected results for the toy industry.

Despite retail closures, layoffs, furloughs, and the beginnings of a recession, the U.S. toy industry saw a sales increase in the first quarter, according to The NPD Group.

Full details at The Toy Book - #weknowplay!

P.S.: Hasbro’s G. I. Joe Cobra Officer has been wearing a protective mask since 1982.

The impact of the COVID-19 pandemic continues to bear unexpected results for the toy industry. Despite retail closures, layoffs, furloughs, and the beginnings of a recession, the U.S. toy industry saw a sales increase in the first quarter, according to The NPD Group. Retail sales of toys rose by $25...

First-quarter earnings from HasbroOfficial just hit — this article will be updated following the call with investors, wh...
04/29/2020
Hasbro Takes a First Quarter Hit as COVID-19 Impact Begins • The Toy Book

First-quarter earnings from HasbroOfficial just hit — this article will be updated following the call with investors, which is in progress...

Earnings season for the toy industry kicked off this morning with first-quarter numbers from Rhode Island-based Hasbro, Inc. The company reports that net revenues for the quarter declined to $1.1 billion versus $1.20 billion during the same period last year. The numbers reflect a hit from the comple...

Mattel is launching a new collection of Fisher-Price action figures and Little People that will honor everyday heroes......
04/29/2020
Mattel Will 'Play it Forward' with Fisher-Price #ThankYouHeroes Action Figures, Little People Community Champions • The Toy Book

Mattel is launching a new collection of Fisher-Price action figures and Little People that will honor everyday heroes...

#ThankYouHeroes

Mattel is kicking off a series of new initiatives as part of its “Play it Forward” platform in an effort to leverage its brands to give back. Fisher-Price #ThankYouHeroes is the first of several brand efforts geared toward honoring the workers who keep communities running across the country. #Th...

Mattel is kicking off a BIG celebration for Thomas & Friends' 75th anniversary. Harry, Duke of Sussex and Kevin Jonas ar...
04/28/2020
Mattel Celebrates 75 Years of Thomas & Friends • The Toy Book

Mattel is kicking off a BIG celebration for Thomas & Friends' 75th anniversary. Harry, Duke of Sussex and Kevin Jonas are on board...

#weknowplay

Mattel is officially hitting the rails to kick off a series of global celebrations for the 75th anniversary of Thomas & Friends. Created as a fictional story for the Reverend. W. Awdry’s son Christopher in 1945, tales of Thomas the Tank Engine and his friends on the Island of Sodor sell more than ...

LEGO is teaming up with Universal Studios Entertainment and Universal Music Group...
04/27/2020
LEGO, Universal Enter Pact for Music, Films • The Toy Book

LEGO is teaming up with Universal Studios Entertainment and Universal Music Group...

The LEGO Group entered into new partnerships with Universal Music Group (UMG) and Universal Pictures to extend the LEGO brand across entertainment. With UMG, a new suite of LEGO products designed to “encourage and inspire the next generation of musicians, creatives, and fans” will be released ne...

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Following some cryptic tweets issued on "Mar10 Day," LEGO and Nintendo have revealed full details on LEGO Super Mario! See the video, then get the full story at The Toy Book — #weknowplay! https://toybook.com/lego-nintendo-reveal-full-details-on-super-mario-bros-collaboration/

Star Wars: The Mandalorian — The Child aka Baby Yoda Plush Toy Preview (Hasbro)
Star Wars: The Mandalorian — The Child aka Baby Yoda Plush Toy Preview (Hasbro)

Following Hasbro's announcement of a full range of toys featuring The Child (Baby Yoda) from Star Wars: The Mandalorian, we've got an early preview of their talking plush to share. Full Details: https://toybook.com/hasbro-reveals-baby-yoda-figures-plush/ #WeKnowPlay

Hasbro's Haslab Transformers Unicron Robot Mode Video
Hasbro's Haslab Transformers Unicron Robot Mode Video

The team at Hasbro shared with us this new video showing their massive TRANSFORMERS: War for Cybertron Unicron figure in-action. Known as The Lord of Chaos, The Planet Eater, and The Chaos Bringer, Unicron will only go into production if the campaign is backed by a minimum of 8,000 orders before 11:59 p.m. EST on Aug. 31. If produced, this will be the largest Transformers figure ever created. #WeKnowPlay #MoreThanMeetsTheEye

Toy Report Podcast: 4th of July Weekend Special!
Toy Report Podcast: 4th of July Weekend Special!

It's a special Fourth of July Weekend spectacular edition of The Toy Report! In this episode, Toy Book Senior Editor James Zahn (The Rock Father) shares a few of the week's top toy stories, including American Girl's new Bowling Alley, The Pop Insider's plans for San Diego Comic-Con #SDCC, plus news from Hasbro Gaming, Learning Express Toys, Super7 x Peanuts, GameStop, Nickelodeon, Basic Fun Toys x My Little Pony, Atari x Six Flags, and more! #WeKnowPlay #Podcast #Toys Visit The Toy Book,, your leading source for toy industry news, commentary, and more: http://www.toybook.com #FuelYourFandom at The Pop Insider: http://www.thepopinsider.com The best toy reviews for parents and gift givers — The Toy Insider: http://www.thetoyinsider.com Intro song "(Look Out) She's America!" and outro song "Scarlet Fire" by Otis McDonald — http://www.otismacmusic.com Subscribe to The Toy Report through the Adventure Media and Events Network of Podcasts on Spotify, Apple Podcasts, Podbean, Stitcher, or wherever you enjoy listening!

LEGO Braille Bricks
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.

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The Leading Trade Magazine Serving the Toy Industry — Since 1984

Since 1984, the Toy Book has been the leading trade magazine serving the toy and game industry. The Toy Book is the authority on news, trends, new products, and happenings within the toy industry, maintaining close relationships with retailers, manufacturers, industry analysts, and market research groups to keep our finger on the pulse of what’s hot and what’s next.

We cover toys, games, licensing, video games, kids and family entertainment, business trends, and much more.

With the largest reach in the industry, the Toy Book is a must-read for anyone in the business of toys or kids’ entertainment.

#WeKnowPlay

The Toy Book is published by Adventure Media and Events LLC, the company that brings you the Toy Insider, the Pop Insider, and the legendary Sweet Suite Event.

Additionally, each Thursday, the Toy Book brings you the Toy Report — a free weekly newsletter that collects all the biggest stories of the week. And that’s not all — the Toy Report is now a podcast, available on Spotify, Apple Podcasts, Stitcher, Podbean, an Amazon Alexa Skill (under Adventure Media & Events) and more.

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Toy photography made to look real... :)
For all your toy logo or branding needs please continue to support your small local businesses who are feeling the pressure to be considered for small and large projects from larger established angencies at the time of tariff disagreements. We want to be continuing supplying great design solutions and still pay for for survival , Thank you
Hi Toy Boook Community, Looking for assistance, guidance, introductions for the stage I'm now at. I'm the Creative Thinker for the Car Spotto brand, the classic car game played since the 60's. I'm now looking to find Car Spotto a new owner, someone that has the expertise and passion to take it to the next level in the licensing / merchandising / publishing realm. I've spent the last few years developing the characters and brand, prototype products (plush, books, laces, gift boxes) and a fan base, but have now decided to take a new career direction. I did manage to secure a publishing agreement in the UK, but decided against it, as it was very one-sided in the agreement and, whilst I would have loved to make the deal, commercially it didn't make sense. Any guidance on the best way to try and sell the brand to someone willing to give it a shot, would be most appreciated.