April 22, 2021
The May Issue of the Toy Book Is Here!

What’s coming down the pike? We have you covered! Our 2021 Holiday Toy Preview issue showcases hundreds of toys and games across all categories that will be available this summer. Additionally we serve up tips on riding the e-commerce wave; an analysis of the fidget toy resurgence; and a look at the trend of toys that encourage social-emotional wellness for kids. But that’s far from all. Flip through the latest issue for in-depth toy industry coverage and features that you’ll only find in the Toy Book!
The Toy Insider Experts Unveil 2021 Spring and Summer Gift Guide

After a long winter at home, kids everywhere are ready to get outside and have fun during the warm, sunny days ahead. The Toy Insider, the toy industry’s most influential organization, released its 2021 Spring & Summer Gift Guide featuring more than 240 toys from 130 toymakers across eight different categories. Read more…
Jazwares Enters Costume Category with Marvel Deal

Jazwares inked a multiyear deal with Marvel to produce a new line of costumes and costumes accessories for families and pets. The new collection of licensed products will draw inspiration from the entire Marvel portfolio, including comics, TV, and the Marvel Cinematic Universe (MCU). Jazwares says that this is just the beginning of its entry into the costume realm and has more licensing deals inked and set to be revealed in the months ahead. Read more…
Jakks Pacific, SEGA Renew Pact for Sonic the Hedgehog

The Blue Blur is gearing up for more adventures in the toy department. Under the renewed deal, Jakks will design and produce action figures, playsets, vehicles, plush, and other collectibles inspired by both classic and modern depictions of the iconic video game character and his world beginning next year. Read more…
Just Play Pledges to Donate 1 Million Face Masks by End of Year

More than a year into the COVID-19 pandemic, masks are still as crucial as ever. Just Play, which manufactures licensed face masks for kids, will donate 1 million of its face masks through the end of the year to various organizations that support childrens’ livelihoods. Read more…
Mattel Films Partners with Vin Diesel for Rock ‘Em Sock ‘Em Robots Movie

The Red Rocker and the Blue Bomber are headed for the big screen. Mattel Films is collaborating with Universal Pictures and Vin Diesel’s One Race Films on a live-action film based on the classic tabletop game Rock ‘Em Sock ‘Em Robots. A screenplay from Ryan Engle (Rampage) follows a father and son who form an unlikely bond with an advanced war machine. Read more…

Additionally, Mattel revealed plans for a Shogun Masters Skeletor project at Mattel Creations and a sustainable future for Matchbox.
Hasbro Unveils Toys Inspired by Marvel Studios’ Shang-Chi and the Legend of the Ten Rings

Hot off the release of the first trailer for the forthcoming entry into the Marvel Cinematic Universe, Hasbro debuted a new product line geared toward satisfying both kids and collectors with action figures and roleplay items across several price points. Read more…

Additionally. Hasbro revealed new Star Wars: The Clone Wars action figures to celebrate Lucasfilm’s 50th Anniversary.
Talkin’ Toy History with Radio Flyer’s Robert Pasin on the ‘Power Kid Podcast’

In this week’s episode of the “Power Kid Podcast,” host Phil Albritton of Power Kid Design welcomes Radio Flyer‘s Chief Wagon Officer, Robert Pasin. Pasin is the grandson of Antonio Pasin, who in 1917 created The Liberty Coaster, a wooden wagon crafted in a one room workshop. Now, Robert leads the charge at Radio Flyer as the company continues to produce timeless toys for kids, including tricycles, scooters, go-karts, and the iconic little red wagon. 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.
ZURU Beats Sustainability Goal for Bunch O Balloons

A year into its efforts to remove the use of virgin (non-recycled) plastics from its Bunch O Balloons brand, ZURU revealed that it has exceeded its goal by 57%. Last year, the company set a goal of removing 800 tons of virgin plastic from its water balloon line, but thanks to the use of recycled materials and increased orders for 2021, the company has marked a 1,200-ton reduction. Read more..
Women in Toys Reschedules 30th Anniversary Wonder Women Awards

As the COVID-19 pandemic continues amid vaccine rollouts, the live event space is still on shaky ground with many organizations hitting the reset button with eyes on 2022. The latest move comes from Women in Toys, Licensing & Entertainment (WIT), which rescheduled its 30th Anniversary Wonder Women Awards for Sunday, Feb. 20, 2022 in New York City to coincide with Toy Fair New York. Read more…
Bandai America Debuts Tamagotchi Pix

The Tamagotchi Pix device is the first to feature a built-in camera for kids to take pictures with their virtual pet and interact in a new way. In addition to the well-known feeding of the pet, kids can now also cook for them, order take-out, explore the real world with Tamagotchi friends, and add pictures of adventures to a built-in social feed. Read more…
Disney Goes Plastic-free for Disney Princess Dolls Packaging

The Walt Disney Co. is taking a new step toward reducing waste ahead of Earth Day. Starting this week, Disney’s Core Classic Princess dolls sold at Disney Store, shopdisney.com, and Walt Disney World Resort will come in new plastic-free packaging. The redesigned, easy-to-open packages are made of sustainably sourced paper that is 100% recyclable. Read more…
Breyer Introduces 2021 Freedom Series Horse of the Year: Hope

The leading maker of equestrian-inspired toys, gifts, and collectibles just dropped the curtain on a limited-edition horse that will help to do some good. Sales from Hope, the 2021 Freedom Series Horse of the Year, will benefit Covenant House, a leading organization that provides food, shelter, immediate crisis care, and other programs to support homeless young adults in the U.S., Canada, and Latin America. Read more…
Luigi Joins the LEGO Super Mario Party with His Own Starter Course

The partnership between LEGO and Nintendo began last year with a whopping 16 LEGO Super Mario sets featuring various characters — but somehow, Luigi was left out of the mix. Luigi is finally getting his own 280-piece set, featuring a jumbo LEGO Luigi figure with a color sensor, an LCD screen that displays different reactions to movement, and a speaker that plays iconic sounds and music from the Super Mario video games. Read more...
Funko Introduces Space Jam: A New Legacy Merch

There’s a new Tune Squad heading theaters this summer, and Funko is here to celebrate with a wide variety of Space Jam: A New Legacy merch. New items include a Walmart-exclusive, jumbo-sized LeBron James Pop! figure (dressed in his Tune Squad uniform); a Space Jam: A New Legacy version of Funkoverse from Funko Games; and a selection of Pop! figures, Pop! keychains, and blind-bag figures featuring characters from the upcoming sequel. Read more...
Toys for Tots, Good360 Expand Year-round Giving Efforts

The new DoGoodNOW program will distribute more than one million items to families this year with a focus on STEAM (science, technology, engineering, arts, math) toys. The focus on STEAM is a reaction to the loss of learning experienced by many kids due to school closures amid the COVID-19 pandemic. Read more…
Distroller World Introduces Generation X-clusive Nerlie Bobbol Goms

A new batch of Nerlies just landed. Distroller World introduces its latest trio of Generation X-Clusive Nerlie Bobbol Goms, a collection of space babies that are part of the company’s larger Neonate Babies line. Read more…
From Shelf to Screen: The Dramatic Evolution from Toymakers to Entertainment Companies

Although toys, games, and video games have inspired entertainment for nearly 40 years, the results have been consistently mixed. The Toy Book speaks with executives from Mattel, Hasbro/eOne, SEGA, and The Nacelle Co. about how times have changed and how great toy-inspired content is driving sales organically. Read more…
The Toy Association’s Counterfeiting Efforts Coincide with World Intellectual Property Day

As the global business community prepares to celebrate World Intellectual Property Day on April 26, stopping toy counterfeits from entering the U.S. — and ending up in the hands of innocent children — continues to be a top priority for The Toy Association and its members. Read more…
Genius Brands Names Harold Chizick President of Global Content Sales, Marketing, and Consumer Products

In his new role, Chizick will continue to run ChizComm Ltd. and ChizComm Beacon Media as subsidiaries for Genius Brands while taking the lead in driving global strategies across licensing, distribution, and marketing for Genius Brands’ growing portfolio of brands, including Stan Lee’s Superhero Kindergarten, Kartoon Channel!, and more. Read more…
Paul Caldera Joins Blue Plate Media Services as Director of Television Investments

The seasoned media exec was a partner in Beacon Media for 13 years and brings 25 years of experience in the TV advertising space to BPMS, with a focus on reaching parents and kids. He most recently served as an independent media consultant for MGA Entertainment (MGAE). Read more…
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