March 26, 2020
The Toy Report Goes Twice Weekly

To better serve the toy industry amid changing times, the Toy Report will now hit your inbox twice a week! Look for new updates delivered directly to your inbox on Tuesday and Thursday mornings until further notice.

For the latest updates on how the novel coronavirus and the spread of COVID-19 is affecting the toy industry, visit this post — updated daily.
Join the #FunAtHomeChallenge and Share the Power of Play

The Toy Insider is helping to bring family and friends together on social media to share how we play and stay entertained no matter what life throws our way. We are challenging you to show us your favorite toy, activity, or board game to play at home to spread the power of play! Read more...
MGA Entertainment Launches ‘Operation: Pac-Man’ to Provide Masks and Supplies to Healthcare Workers

MGAE Founder and CEO Isaac Larian put together an initial plan of action that will immediately focus priority on supplying facilities in COVID-19 hotspots including California, New York, and Washington. The effort kicked off with a $100,000 donation to UCLA Medical Center and the sourcing of 2 million masks from an overseas factory. Approximately 25,000 masks have already been secured and will arrive in the U.S. this week. The Little Tikes factory in Ohio will be retooled to produce medical equipment domestically. Read more…
Crazy Aaron’s Shifts Production from Thinking Putty to Hand Sanitizer

The Pennsylvania-based creator of Thinking Putty has shifted production from toys to hand sanitizer to be distributed to municipal workers, healthcare facilities, public utilities, and first responders in the Norristown and Philadelphia communities. The engineering team changed the production line over to hand sanitizer, obtained government approvals, and donated the first 100 gallons in just 72 hours. Read more...
WIT Offers Assistance During COVID-19 Spread

Women in Toys, Licensing & Entertainment (WIT) is offering complimentary 6-month memberships to those experiencing unemployment or loss of income due to the spread of the novel coronavirus and the disease it causes, COVID-19. The offer is presented in the spirit of WIT’s mission to “advance women through leadership, networking, and educational opportunities.” Read more…
Iscream’s Jennifer Mines Appears on the ‘Power Kid Podcast’

In this week’s episode of the “Power Kid Podcast,” host Phil Albritton of Power Kid Design speaks with Jennifer Mines, vice president of Iscream, a company that provides consumers with lifestyle products created under a simple motto: to “make the ordinary a little more extraordinary.” 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.
Playmobil Explains Coronavirus to Kids

The German toymaker released a 5-minute video in which ROBert the robot explains the virus, the disease, and what families can do to make things better. Perhaps most importantly, the video explains why schools and daycares are closed, and emphasized why it’s of paramount importance that kids avoid contact with other kids. Read more...
Kellytoy Launches Squishmallows Flip-A-Mallows Collection

The soft and snuggly Squishmallows plush characters are Kellytoy‘s most popular line, and in just three years more than 50 million Squishmallows have been sold around the world. Now the squad is getting even bigger with the addition of Flip-A-Mallows — a collection of six reversible styles and 12 characters to collect. Read more…
Hot Wheels Life Size Revs Up MotorTrend Premiere

For years, Mattel‘s Hot Wheels Garage of Legends has been the home to life-size 1:1-scale versions of some of the most iconic Hot Wheels toy cars. Now, those vehicles are taking center stage in a new MotorTrend original short-form series, Life Size . Read more…

Additionally, Mattel also launched a new American Girl Online Hub to provide free, thoughtful content for kids. Read more...
LEGO Launches Pirates of Barracuda Bay Set

Inspired by the 1989 Black Seas Barracuda pirate ship model, the set is based on a submission to the LEGO Ideas platform from fan designer Pablo Sánchez Jiménez. Builders can create the ultimate shipwreck including a captain’s quarters, a food store, and a supply dock using the 2,545 included pieces. Read more…
Shopkins: Shop n’ Seek Gets an Update to Get Kids Moving

The latest update to the Shopkins: Shop n’ Seek game is specifically designed to get kids active in a confined space. The Small Mart Grocery Store is an all-new level for the augmented reality game that launched last year. Based on Moose Toys’ popular doll and collectibles brand, Shopkins: Shop n’ Seek is a virtual scavenger hunt that kids play for free on their iOS device. Read more…
Goliath Encourages Family Game Nights with Classics

As parents hunt for ways to stay engaged and have some screen-free playtime with their families, Goliath suggests taking game nights back to the basics and using classics to bring generations together for some old-fashioned, family fun. Read more...
Navigating Uncertainty: Toy Association Activities Support Members and Families Across North America

From business restrictions, mandated closures, and supply chain disruptions to the restructuring of day-to-day family life as millions of parents navigate working from home and childcare, we are certainly experiencing unprecedented times. The Toy Association team is supporting the toy community by acting both proactively and responsively to protect all and meet the needs of our friends and colleagues across the business of toys. Read more…
We Own Play, and That’s a Powerful Commodity

By now we’ve all heard the communication speak a million times — “unprecedented times,” “an abundance of caution,” and “safety is our highest priority” — but let’s face it, it’s a crazy time. ChizComm President Donna MacNeil shares thoughts on how marketers can best serve clients, kids, and families during the COVID-19 situation. Read more…
ZAG Expands Global Licensing and Merchandising Team

The company behind Miraculous and Power Players added three executives — Kirk Bloomgarden, Rebekah Belzar, and Eva Rodriguez — to the company’s growing licensing and merchandising division. Read more…
WildBrain CPLG Realigns European Teams

The global licensing agency, which represents properties from Hasbro, Spin Master, and Peanuts in select territories, promoted two executives to manage its new divisions. John Taylor has been appointed to vice president, Northern Europe and managing director, UK and France. Pau Pascual steps into the role of vice president, Southern Europe and managing director, Iberia and MENA. Read more…
Group Publisher:
Jackie Breyer

Maddie Michalik

Copy Chief:
Sierra McCleary-Harris

Toy Report Editor:
James Zahn

Senior Editors:
Jackie Cucco

Marissa DiBartolo

Ali Mierzejewski

Associate Editor:
Madeleine Buckley

Assistant Editor:
Miranda Siwak

Editorial Assistants:
Josephine Baran

Ben Goren

Art Director:
Joe Ibraham

Director of Sales and Marketing:
James Devin

Sales Executive
Branden Mendez

Production Director:
Bill Reese
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