July 30, 2020
Toys “R” Us, Target Digital Partnership Comes to an End

Just nine months ago, Target Corp. and Tru Kids Brands (Tru Kids) revealed a partnership deal under which Target’s toy assortment, digital capabilities, and fulfillment services would support the relaunched Toys “R” Us shopping experiences in the U.S. both online and in-store. That relationship has come to an end. Read more…
Exclusive: Jakks Pacific Celebrates Christmas in July with New ‘Elf,’ ‘Gremlins’ Toys

To celebrate Christmas in July, Jakks Pacific is pulling back the curtain on three new seasonal products that are hitting retail this fall. Two are sure to be a hit with North Pole enthusiasts, while the third will bridge that delicate balance between Halloween, Christmas, and New Year’s Eve. Read more…
Exclusive: Schleich USA, Viva Kids to Bring The Bayala Movie to U.S. Audiences

Following a successful European theatrical run last fall, Schleich’s Bayala Movie is coming to the U.S. Schleich USA partnered with Viva Kids to release its animated feature, The Fairy Princess and the Unicorn: The Bayala Movie on digital and on-demand beginning August 4. Read more…
Out There First Acquires Alex Brands, Relaunches Company as Alex Global Products

Alex Global Products is the new name of the company that will serve as the home of popular brands including Alex Toys, Backyard Safari, Ideal, Poof, Scientific Explorer, and ZOOB. The announcement follows the May 12 Alex Brands auction, out of which Slinky and Shrinky Dinks were acquired by Just Play. Read more…
Mattel Rocks the Vote with Barbie 2020 Campaign Team

Mattel unveiled the Barbie 2020 Campaign Team, a doll set and a full marketing program that highlights the importance of using your voice to vote and showing kids how to run a campaign. The new career set includes four dolls, including a candidate, a campaign manager, a fundraiser, and a voter. Read more…
Pocket.watch Expands Hulu Partnership with Smiles & Smarts , Jillian’s Mystery Craft Box , and Ryan’s World Specials

Some of the most popular digital content creators are expanding their reach on Hulu. Pocket.watch introduces Smiles & Smarts , a collection of 100 short-form enrichment-themed learning videos, starring nine of pocket.watch’s creator partners. The curated collection was created specifically for premium streaming services and marks the tripling of pocket.watch’s presence on Hulu. Read more…
Pound Puppies Help Raise Awareness for Pet Adoption

Basic Fun! is joining forces with the Baha Men and Adopt-a-Pet.com to raise awareness for pet adoption on National Mutt Day tomorrow. Pet lovers can join in on the fun by creating videos of themselves dancing to the Baha Men’s hit song, “Who Let the Dogs Out,” which is celebrating its 20th anniversary this month. Read more…
Big G Creative Introduces Who’s the G.O.A.T.? Game

In the age of social media, the debate often rages as to who’s the greatest of all time — the G.O.A.T. Now, Big G Creative is bringing the challenge to the table in Who’s the G.O.A.T.?, a new party game from inventor Peggy Brown that offers players a chance to prove that they’re the greatest through prediction, competition, and fun. Read more…
Kellytoy’s Squishmallows Take the Stage for Music Video Contest

The Squishmallows Music Video Contest challenges fans in the U.S., Canada, and the UK to craft the perfect video for the Squishmallows’ single, “Hello We’re the Squishmallows,” which debuted exclusively on the Toy Book this spring. Read more…
Cra-Z-Art Launches GEMEX Gel Creations Studio

Cra-Z-Art introduces the GEMEX Gel Creations Studio this week. Kids ages 8 and up can design DIY sparkling gel jewelry by filling the included molds with gel, adding as much glitter as they want, and setting the creation to harden it. The gel turns into colorful bracelets, necklaces, and rings that kids can really wear. Read more…
ChiTAG Unveils Spring Young Inventor Challenge Winners

In an effort to foster creativity during the COVID-19 era, the Chicago Toy & Game Group (ChiTAG) kicked off its 15th Annual Young Inventor Challenge with its first-ever virtual spring event this year. Now, ChiTAG, along with sponsors Mattel, Magformers, Scholastic, and the American Specialty Retailer Association (ASTRA) have dropped the curtain on the winners as chosen by inventor relations executives at Mattel and Magformers. Read more…
TinkerTini’s Trina McFarland Talks Toy Invention on the ‘Power Kid Podcast’

In this week’s episode of the “Power Kid Podcast,” host Phil Albritton of Power Kid Design speaks with Trina McFarland, owner and managing director of TinkerTini. McFarland has reviewed thousands of toy and game concepts during the course of her career. She previously served as senior manager, inventor relations at Mattel, prior to which she managed inventor relationships for Jakks Pacific and The Walt Disney Co. Listen here…

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RedwoodVentures, OLO Industries Introduce Smooshy Mushy Ultra Range

RedwoodVentures Ltd., in partnership with OLO Industries LLC, introduces Smooshy Mushy Ultra, a new line extension that features ultra-rare squishable, collectible toys. The new styles include metallic colors and graffiti-style details. Read more…
NECA’s Latest Products Are So Good It’s Scary

Because real life isn’t scary enough … NECA has dropped some horrifying new figures based on the stars of scary movies (and maybe your nightmares). Read more…
CES Prepares to Go Digital for 2021 Event

The Consumer Technology Association (CTA) revealed that CES 2021 will be an “all-digital” event taking place Jan. 6-9. CTA says it’s working on “reimagining how to connect exhibitors, customers, thought leaders, and media from around the world while prioritizing health and safety.” Read more…
Brand Licensing Europe Transitions to Virtual ‘Festival of Licensing’

Global Licensing Group at Informa Markets, the organizer behind Brand Licensing Europe (BLE), is introducing Festival of Licensing, a celebration of the business of brand licensing, in partnership with industry trade association Licensing International. Read more…
Pressure Games’ Countdown Hits Kickstarter

Following a successful crowd equity campaign that raised more than $100,000 via Wefunder, Pressure Games filed for its first patent and launched a Kickstarter campaign to bring Countdown home. Countdown reinvents the classic game of hide-and-seek by combining handheld gaming and physical play. Read more…
Baby Einstein Channel Launches on Roku Devices

Parents can always use more ways to keep their babies entertained at home, which is why they’ll be happy to see that the entire library of 34 Baby Einstein classics from Kids2 is now available for streaming on Roku devices — for free. Read more…
SDCC: 9 Must-Watch Toy Industry Panels from Comic-Con@Home

Now that the dust has settled from Comic-Con@Home, the world is left with days worth of content to enjoy and absorb. The Toy Book is helping you catch up with a curated lineup of panels showcasing all the toy-centric happenings from the virtual event. Read more…
7 Tips for Storing Board Games

As board game collections grow — especially with families stocking up during the pandemic — it can get tricky trying to stack everything on one shelf neatly. Game boxes do not come in a uniform size, which can make putting them away feel like a real-life game of Tetris (and like a real-life game of Jenga when a kid pulls a random box out from the middle). Read more…
Mattel Sales Jump 3% in North America Amid 15% Decline in Q2

Mattel Inc. delivered better-than-expected results for the second quarter of 2020, beating analysts’ estimates, but sending mixed — and sometimes confusing — messaging to those watching the toy industry. Read more…
Hasbro Looks Forward to Holiday Rebound After 29% Revenue Drop in Q2

The company took expected hits across its business, including Entertainment One, for a combined 19% decline for the first six months of the year despite the overall U.S. toy industry having a 16% sales increase during the same period. Hasbro Gaming spiked 11%. Re a d more…
Exclusive: Fred Soulie Named Senior Vice President, General Manager, Mattel Television

Nearly two years after joining Mattel to lead content distribution and business development, Fred Soulie has been promoted to senior vice president and general manager, Mattel Television. In his new role, Soulie will oversee the development, production, and distribution of Mattel’s full slate of TV and streaming content. Read more…
Anshuman Misra Joins pocket.watch to Support Expanded Global Presence

The studio that creates global franchises from YouTube channels like Ryan’s World and Love, Diana hired Anshuman Misra as its managing director, Asia Pacific. Most recently of digital startup Showt, Misra previously spent nearly 20 years with Warner Media. Read more…
 
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