March 11, 2021
Jazwares, Epic Games Extend Fortnite Partnership Through 2025

Fortnite is planning to be around for many years to come. Epic Games and Jazwares have extended their licensing agreement for Fortnite toys and collectibles through 2025. IMG brokered the deal, which comes with some new terms starting next January when Jazwares becomes the exclusive toy partner for all Fortnite action figures, vehicles, playsets, and accessories at 4-inch scale and below. Read more…
PMI Ltd, YuMe Toys Named Global Distributors for Toikido’s Among Us Toys

The first wave of officially licensed Among Us toys is slated to launch in mid-May with a second wave scheduled to hit stores in June. Toikido inked deals with PMI Ltd and YuMe Toys to serve as key global distributors for the new line of toys inspired by InnerSloth’s massively successful video game. Read more…
Basic Fun!, Kroeger Ink Deal to Boost K’NEX Brands in the Specialty Market

Independent toy stores and specialty retailers will have greater access to products from K’NEX, Lincoln Logs, and Tinkertoy beginning this fall. Basic Fun! inked a new distribution partnership with Kroeger Inc. for its K’NEX division and its related brands. Read more…
PlayMonster Charges Into STEAM with New Science4you Brand

PlayMonster is getting into a new category with the U.S. launch of Science4you, a proprietary line of science kits designed for kids ages 4 and up. The Wisconsin-based toymaker’s entry into STEAM begins with 12 kits across three age ranges and categories: Eco-Science, STEAM Science, and Creative Science. Read more…
MGA Entertainment, Greenre Ink Licensing Deal for Eco-friendly L.O.L. Surprise! Stationery Range

INProduction Licensing‘s Greenre brand inked a new deal with MGA Entertainment to produce an eco-friendly collection of L.O.L. Surprise! stationery items for the Canadian market. The line will span categories including stationery, crafts, activity kits, novelties, back-to-school, and select home products. Read more…
Diamond Select, Hasbro Partner for Collectibles Lines

Diamond Select Toys (DST) and Hasbro inked a new licensing deal that will open the door for new collectibles inspired by some iconic toy and entertainment brands. Under the agreement, DST will introduce new products inspired by G.I. Joe, Transformers, Power Rangers, Jem and the Holograms, Magic: The Gathering, classic animated Dungeons & Dragons, and Advanced Dungeons & Dragons beginning this fall. Read more…
Warner Bros., DC Comics Kick Off Wonder Woman’s 80th Anniversary Celebration

DC and Warner Bros. officially revealed plans for “Believe in Wonder,” a multi-month campaign to celebrate eight decades of this iconic heroine. The celebration will include original content, commemorative comic books, experiences, fashion collections, and more. This campaign will continue throughout the year, culminating on Oct. 21 (aka Wonder Woman Day). Read more…
TOMY Brings Sonic the Hedgehog to Its Club Mocchi- Mocchi- Plush Collection

The Blue Blur is speeding into a new category thanks to a deal between TOMY International and SEGA of America. As part of Sonic the Hedgehog’s 30th Anniversary celebration, Sonic and other characters from the iconic video game franchise will join TOMY’s Club Mocchi- Mocchi- plush collection. Read more…
Jakks Pacific Takes Flight with Super Mario Deluxe Bowser’s Airship Playset

As part of “Mar10 Day,” Nintendo‘s annual celebration of the Super Mario Bros. franchise on March 10, Jakks Pacific revealed new products from its Super Mario line, including the Super Mario Deluxe Bowser’s Airship Playset. Read more…
Cardi B Launches Fashion Doll with Real Women Are Brand

The rapper is working with Real Women Are, a new diverse and inclusive doll brand that is majority-owned and run by women of color, who also inspire the dolls themselves. Backed by NECA, the Real Women Are brand creates dolls that are inspired by influential women of color to give kids more diverse and inclusive toys. Read more...
Create Chalk Drawings that Really Move with Chalk Alive

Horizon Group USA created Chalk Alive to bring sidewalk sketches to smartphone screens for a dynamic playtime experience. Kids ages 5 and up can use vibrant chalks and reusable stencils to compose their colorful creations.With the free Chalk Alive smartphone app, kids can watch their scribbles become animated in a 4D, interactive art world. Read more…
Big G Creative Introduces Hide ‘N Cheek

Big G Creative continues its expansion into games for the whole family with Hide ‘N Cheek. In the game, players face off in an effort to become the chipmunk with the most nuts. Designed for players ages 6 and up, the four-player game will have families turning into chipmunks with custom masks that include expanding cheek pouches. Read more…
Moose Toys Named 2020 Walmart Toy Supplier of the Year

At Walmart’s seventh annual Supplier Growth Forum, Moose Toys was named 2020 Toy Supplier of the Year. Amid the yearly updates on the retail giant’s strategic initiatives, key focus areas, and future growth strategies, Walmart issues its Supplier of the year Awards to leading suppliers in each major product category. Read more…
Kellytoy Supports Silverado High School with a Special Squishmallows Squad Delivery

More than 100 of the lovable plush Squishmallows arrived at Silverado High School in California’s Saddleback Valley Unified School District in support of the school’s PBIS (Positive Behavior Intervention and Supports) program. Since 2019, the PBIS program has provided “Eagle Bills” to students who demonstrate positive behavior. Read more…
Mattel Revs up 2021 Hot Wheels Collectors Red Line Club Memberships

This year, more fans and die-cast enthusiasts than ever will have access to Mattel‘s exclusive Hot Wheels Collectors Red Line Club. In the past, Mattel has limited the number of members that can join the Club each year, but this year, the membership limit has been lifted completely in what the company says is an effort to create “a more inclusive opportunity for fans 18 and up to join the collector community and have access to the highest-quality cars” on the market. Read more…

Additionally, Mattel and NHRA inked a new licensing agreement for a collection of drag racing products set to hit stores in June.
Exclusive: TriAction Toys’ Boglins Prepare to Make a Splash at Retail

TriAction Toys’ relaunch of the iconic Boglins brand is picking up steam and the Toy Book has an exclusive update and a first-look at new product photography from noted toy photographer Mitchel Wu. Read more...
Edgardo Miranda-Rodriguez Talks La Borinqueña on the ‘Power Kid Podcast’

In this week’s episode of the “Power Kid Podcast,” host Phil Albritton of Power Kid Design welcomes award-winning graphic novelist Edgardo Miranda-Rodriguez, creator of the superhero La Borinqueña. Listen here...

The Toy Book Podcasts by Adventure Media & Events are available through all of your favorite streaming services, including Anchor, Spotify, Apple Podcasts, Google Podcasts, and more.
Unbox Dinosaurs and Robots with ZURU’s Vlad & Niki Superhero Surprise

Unboxing toys full of surprises never gets old, especially when kids can do it just like their favorite YouTubers. ZURU announced a release date for the Vlad & Niki Superhero Surprise and it’s heading to Target this June, followed by a wider release to other mass retailers later this summer. Read more…
Hess Corp. Rolls Out My Plush Hess Truck Cement Mixer

The My First Plush Hess Truck 2021 Cement Mixer is the second release in a new infant and toddler line that launched as My First Hess Truck with the 2020 Fire Truck. The annual plush releases join the Hess Toy Truck tradition which includes the Holiday Hess Toy Trucks — released yearly since 1964 — and the annual summer Mini Collections. Read more…
Talkin’ Toys: Dion Vlachos Discusses ViacomCBS’ Creative Adaptivity Approach

The Toy Book chats with Dion Vlachos, executive vice president of licensing and retail at ViacomCBS, about taking Nickelodeon shows from the TV to the toy box. Read more…
Backstory: Welcome to the New Class — A Trio of Classic Toys Enters the National Toy Hall of Fame

The Toy Book’s Deputy Editor James Zahn looks at the latest toys inducted into the National Toy Hall of Fame at The Strong National Museum of Play, while exploring the selection and voting process — and some of the famous toys that are missing from the Hall. Read more…
Is This Thing on? Considering the Value and Measurement of PR

Clark Nesselrodt, executive vice president of Brilliant PR & Marketing takes a look at how the measurement of success is evolving throughout the toy industry as marketing dollars shift to chase parents and kids across multiple platforms. Read more…
The LEGO Group Reports 21% Sales Boom in 2020

In its annual report, LEGO says that consumer sales for its building sets grew 21% last year while total revenue grew 13% when compared to 2019. LEGO’s operating profit grew 19% as it grew its global market share with particularly strong growth in China, the Americas, Western Europe, and Asia Pacific. Read more...
Disney Plans to Close at Least 60 Disney Stores in Digital Shift

Mickey Mouse and friends are heading out of the mall. The Walt Disney Co. revealed plans to accelerate its focus on building its digital retail business amid a plan to “significantly reduce its brick-and-mortar footprint.” The company said that it plans to close at least 60 stores in North America this year as it revamps its shopDisney platform to provide a wider range of products. Read more…
Private Equity Firm to Acquire Michaels Stores

The Michaels Companies and funds managed by affiliates of Apollo Global Management Inc. revealed plans for an acquisition that will take Michaels private in a $5 billion deal. The Texas-based arts and crafts retailer made a bigger investment in toys beginning in October 2018 with the launch of its Michaels Kids website and an increased toy assortment in its physical stores. Read more…
 
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