Toy Report 2/20: Global Toy Industry Sales Declined 3% in 2019; First Look at Schleich x Mitchel Wu Collaboration

February 20, 2020

Global Toy Industry Sales Declined 3% in 2019, NPD Says

Following last month’s report that U.S. toy sales fell 4% last year, The NPD Group is back with its annual global report. According to its tracking across 13 global markets, overall toy industry sales declined 3% in 2019. The group says that the industry performed better outside the U.S., with single-digit increases across Russia, Germany, Brazil, and Latin American markets. Read more…

Exclusive: First Look at Schleich x Mitchel Wu Collaboration

At Toy Fair New York, Schleich will debut its new collaboration with renowned toy photographer and frequent Toy Book cover artist, Mitchel Wu. Wu has developed a series of photographs that “depict the rich, immersive detail narrated by kids during open-ended play” featuring Schleich products. The Toy Book has the exclusive first look at one of those photographs. Read more…

Exclusive: TOMY Celebrates 50 Years of Johnny Lightning with Debut of Micro Strike Collection

TOMY International is racing into Toy Fair New York to debut an all-new extension of its long-running Johnny Lightning brand. Johnny Lightning Micro Stike brings the action and speed of Johnny Lightning into a completely new 1-inch miniature scale. Each Johnny Lightning car in the assortment features a die-cast chassis, sleek styling, and new Cyclonic wheels designed to reduce drag and increase speed. With the new cars, kids can race at scale speeds of up to 1,300 mph. Read more…

Kellytoy Grants Jazwares Global Master Toy Rights for Squishmallows Extension Squishville

Jazwares LLC and Kellytoy Worldwide Inc. have formed a strategic partnership to extend the reach of Kellytoy’s Squishmallows brand. Under the new deal, Jazwares will distribute Kellytoy’s products in select territories and has granted to Jazwares master global toy rights to build a new line extension entitled Squishville. The new range will include mini collectible plush, environments, playsets, vehicles, and related accessories. Read more...

Jazwares also teamed up with Treasure Studio for CoComelon-inspired toys. The initial CoComelon line from Jazwares will include plush, bath play, and role-play toys; vehicles; and figurines. The range is set to arrive in stores this fall, just in time for the holiday season.

Shaquille O'Neal Joins Basic Fun! as Official Tonka Spokesperson

To celebrate the relaunch of the iconic Tonka brand of toy trucks and vehicles, Basic Fun! inked a deal with Authentic Brands Group on behalf of Shaquille O’Neal for the former NBA superstar to serve as the official spokesperson for the brand. This weekend, Basic Fun! will officially debut its first line of Tonka products, created under license from Hasbro. O'Neal will be the voice and face of the Tonka marketing campaign across TV, digital, and social media, in addition to other activations. Read more…

The Toy Association’s Marian Bossard Talks Toy Fair New York on the ‘Power Kid Podcast’

In this week’s episode of the “Power Kid Podcast,” host Phil Albritton of Power Kid Design gears up for Toy Fair New York with The Toy Association‘s Marian Bossard. For more than 20 years, Bossard has served as executive vice president of global market events at The Toy Association. Bossard discusses the customer service mentality that goes into every aspect of Toy Fair. Additionally, she and Albritton talk about how Toy Fair New York has changed over the years and what new and notable events attendees should be on the lookout for at this year’s show, including the expansion of the Creative Factor. Listen here...

The Adventure Media and Events Podcast Network is now available through all of your favorite streaming services, including Anchor, Spotify, Apple Podcasts, Google Podcasts, and more.

Hasbro Brings Back Mall Madness Board Game

This fall, Hasbro will introduce an updated version of the ‘80s board game Mall Madness. The game — first released in 1988 — will be on display at Toy Fair New York this weekend. The mall gameboard originally featured 22 storefronts, fake ATM cards, and an electronic guide. The new version will feature classic hallmarks of the original game with an updated look that is current for this year. Read more…

Additionally, Hasbro continues to ride the retro wave with the return of its classic Super Soaker water blasters and Tiger Electronics handheld video games. The company will also debut a line of Halo NERF blasters in New York, and will livestream the Hasbro Pulse Entertainment Brands Press Event for the very first time.

Spin Master to Host Photo Ops and Giveaways at Toy Fair

Spin Master released a list of events that it will host at this weekend’s Toy Fair New York, including everything from a Kinetic Sand ASMR Zone to a number of meet-and-greet opportunities with characters from PAW Patrol, Hello Kitty, and Batman. Read more…

Additionally, the company is celebrating 60 Years of Etch A Sketch with brand collaborations including Rubik’s, Monopoly, NASA, and Stan Lee.

Mattel Celebrates Tokyo 2020 Olympics with Themed Collection

The toy manufacturer partnered with the International Olympic Committee and Tokyo 2020 to create licensed toy products across its Barbie, Hot Wheels, and UNO brands. The international product line will showcase the new sports — baseball/softball, sport climbing, karate, skateboarding, and surfing — that will now be part of the games. Read more…

Additionally, the company unveiled the all-star cast for Kevin Smith’s Masters of the Universe: Revelation , an animated series that will debut on Netflix later this year ahead of the Masters of the Universe: Origins toy line. Thomas and Friends will also join the Netflix streaming lineup next month.

Jakks Pacific, M-Star Media Partner for Cute Girls Hairstyles Toys

Lead by hairstyling expert Mindy McKnight, Cute Girls Hairstyles is the No. 1 hair-styling channel on YouTube. The channel was spawned from a website featuring tutorials that were initially published as a hobby for McKnight. Since the YouTube channel debuted in 2009, Cute Girls Hairstyles has amassed more than 25 million followers across its social media platforms. Read more…

WowWee, Wilder Toys Team Up for Impractical Jokers Game

Based on the hit series from truTV, players start by going undercover to pull off challenges in front of unsuspecting friends at home. Just like the show — if a player refuses, they lose. Later, all players join in the fun and face off in a charade style game to pair the most awkward actions with hilarious scenario cards. Read more…

Moose Toys to Showcase Toys Based on 3 Key Trends

At this year’s Toy Fair New York (TFNY), Moose Toys is keying in on three trends with its new toy offerings — what the company calls IRL, entertainment-inspired, and IRL entertainment. New products spanning these trends include Oh! My GIF, Bluey, and the forthcoming collaboration with YouTube superstars Collins Key. Read more…

ZURU Predicts a Big Year for the Sloth

The company is following the success of last year’s llama craze with its Pets Alive Fifi The Flossing Sloth. Sloths are also infiltrating ZURU’s Rainbocorns line with the debut of the super rare sparkly Slothcorn, which comes to series three of Rainbocorns Sequin Surprise: Wild Heart Surprise. Read more…

Learning Resources Celebrates 25 Years of Its Iconic Cash Register with Cash Grab Giveaway

Learning Resources is rolling into Toy Fair New York to celebrate the 25th anniversary of its iconic toy cash register by giving away cold, hard cash. On Saturday, February 22 from 1 p.m to 4 p.m., attendees can stop by booth No. 765 for a chance to win from a Pretend & Play Calculator Cash Register filled with more than $2,500 in cash and prizes. Read more…

HEXBUG Unboxes Junkbots Collectibles

They say one man’s trash is another man’s treasure — and despite their trashcan packaging, Junkbots collectibles are packed with play value for kids to discover. Combining the unboxing trend with the company’s signature STEM offerings, HEXBUG‘s Junkbots are robots that kids can snap together using a universal socket system. Read more…

The Op to Bring Pop Culture Licenses to Rubik’s Cubes

Board games and puzzle manufacturer USAOPOLY, also known as The Op, has partnered with Rubik’s Brand Ltd. to create licensed versions of the popular 3x3 Rubik’s Cube, just in time for the classic puzzle’s 40th anniversary. Read more…

ASTRA’s Share the Fair Event Will Feature Toy Fair’s Best Finds

The Share the Fair event is only open to ASTRA members and is designed to help retailers optimize their time at Toy Fair by identifying not-to-be-missed products that are great fits for most independent toy stores. Read more…

Crazy Aaron’s Introduces Land of Dough Line

The line of eco-friendly putty follows the success of Thinking Putty with a colorful, natural twist. It is created with sustainable packaging and glitter, plant-based colors, and organic essential oils. Read more…

MasterPieces Debuts Clifford the Big Red Dog Puzzle and Game Collection

MasterPieces Inc. is set to debut a line of games and puzzles featuring Clifford the Big Red Dog at Toy Fair New York, as a part of the company’s new license agreement with Scholastic Entertainment Inc. Read more…

Cepia Set to Unveil Nuzzy Luvs Electronic Plush

Nuzzy Luvs react like a real pet to kids’ touch and the tone of their voice. Each bean-filled plush pet reacts with one of 65 unique realistic response combinations when they are touched or spoken to. The plush toys react to loud and quiet noises with different combinations of sounds, head, and eye movements. Read more…

Headstart International to Debut Bubble Trouble Dolls

Each 10-inch Bubble Trouble doll comes in a bubble gum machine package along with its mini squishy Bubble Buddies. The first wave of Bubble Trouble will feature at least 10 scented characters. Each doll will have vibrant squishy hair and stretchy, bubble gum-themed clothes. The dolls also feature posable arms and legs. Read more…

Moonbug, Thinkway Toys Partner for Morphle Toys

Launched on YouTube in 2011, Morphle is a magical red creature who goes on adventures with his friend Mila. Popular among kids ages 2-5, the 180 episodes are distributed in six different languages, and the story-led series encourages curiosity, imagination, and kindness. Read more...

Toysmith to Introduce Dozens of New Products at Toy Fair

Toysmith plans to introduce more than 165 new products and programs that hit on multiple trends and play patterns at this weekend’s Toy Fair New York. Read more…

M2 Machines Rolls Out Big Apple Fun Lines Exclusive for Toy Fair

The “Big Apple” is a 1:64-scale die-cast replica of 1967 Chevrolet Nova Gasser. The car comes decked out in a candy apple red paint job with gold roof stripes and a large Big Apple graphic on the side — complete with a sinister-looking worm. The collectible vehicle will be available exclusively through the Fun Lines booth. Read more…

Animaccord Brings Consumer Product Deals to New Global Partners

Animaccord, the global media licensing company and studio behind the series Masha and the Bear , has inked new consumer product deals in countries in the EMEA region including Italy, the UK, Turkey, Poland, and more. Product categories to be licensed include publishing, clothing, cardboard storage boxes, and food supplements. Read more…

Talkin’ Toys: Diaframma Leads the Charge in Video Production for the Toy Industry

As the toy industry gathers at Toy Fair New York, attendees aren’t just looking for the hottest new toys and games for the year ahead — they’re also looking for ways to connect with kids and families. After all, a great toy will never become a global hit if kids and parents don’t know that it exists. That’s where Diaframma comes in. Read more…

Talkin’ Toys: Beverly Hills Teddy Bear Innovates Plush for Kids, Collectors, and Partners

For more than 25 years, Beverly Hills Teddy Bear Co. (BHTB) has continued to grow as the company has reacted to changing markets and consumer habits in the plush space. But selling to consumers is just one piece of a business that spans mass and specialty retail. It also includes a booming B2B arm in which the company works to develop plush toys and collectibles for other clients. In recent years, BHTB has scored hits with lines such as Tiny Tukkins, Squeezamals, Surprizamals, Shimmeez, MushMeez, and more. Read more…

Talkin’ Toys: Regal Logistics Is Powering Toys to Retail

Over the past year, toymakers have faced several challenges that have made an impact on the business of getting product into North America and doing so in a timely, efficient, and cost-effective manner. One company that has decades of experience in handling the ever-changing nature of North American shipping is Regal Logistics. The company works with some of the biggest toymakers in the industry and offers services that can benefit toy companies of all sizes. Read more…

Strong Licenses, Disguise Power Jakks Pacific to Solid Q4, Full-Year Financials

The Santa Monica-based toymaker reported a 15% sales increase in Q4. Net sales for the fourth quarter were $152.5 million, up from $132.3 million during the same period in 2018. Gross margin was essentially flat at 30.4% versus 30.6% a year ago. For the year, Jakks says that sales rose to $598.6 million compared to $567.8 million in the prior year — a 5% increase amid a challenging climate for the toy industry and retail in general. Read more…

Action Figures, Vehicles Drive Mattel to Beat Expectations for Q4, Full-Year Sales

The El Segundo-based toymaker reported its Q4 and full-year earnings, beating expectations by coming out flat for the year with $4.5 billion in sales. Q4 revenue declined 3% to $1.47 billion, reflecting the challenges that the entire toy industry and retailers shared this past holiday season. Read more…

Horizon Group USA Inks $25 Million Financing Deal

Horizon Group USA inked a $25 million term-loan facility brokered by the commercial banking division of Santander Bank. The New Jersey-based craft and toy company designs, manufactures, and distributes a wide variety of kits across several categories, including DIY, STEM/STEAM, outdoors, and tween. The new deal is intended to assist Horizon in growing its business. Read more…

Spin Master Reveals Senior Leadership Changes Ahead of Toy Fair New York

Ben Gadbois global president, chief operating officer, and board director and Bill Hess, executive vice president, global operations, and chief information officer are leaving Spin Master. Paul Blom assumes the role of interim executive vice president, global operations and technology, while Tara Deakin, senior vice president talent management, steps into the role of executive vice president, human resources, and chief people officer of Spin Master. Read more…

Thin Air Brands Taps T.J. Simmons to Head National Sales Efforts

Simmons joins the makers of Nature Bound, Taiyo RC, the Anywhere Ball, and the new Pea Pod Babies from Wisconsin’s PlayMonster. He also previously served as sales manager for Michigan-based Kahootz Toys, which PlayMonster acquired last year. Read more…