August 7, 2025

Entries Now Open: 2026 Pulse of Play™ Awards

After a breakout debut, The Toy Book’s Pulse of Play Awards return for a second round — and it’s time to show the world who’s making noise in toys, games, and everything that powers the business of play.

Nominate today!

MGA Cracks the Code with its Latest L.O.L. Surprise! Dolls

The Eye Spy series features more than 24 doll detectives to collect.

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Spin Master Sees Dip in Toy Sales as Tariff Turbulence Disrupts Q2

The dreaded “T” word made impact for the Toronto-based toy and entertainment company.

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Tytan Magnetic Tiles Offers Disney Magic with Jumbo Line

Disney joins the Tytan Magnetic Tiles line through jumbo sets.

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Mattel, Warner Bros. Adds Tim Burton’s Corpse Bride to the Monster High Skullector Doll Line

The doll showcases Emily the Corpse Bride on a Monster High doll.

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Super Impulse Relaunches Twisty Petz

Set to hit shelves in August, the wearable pets return with a focus on trend-driven play.

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Baby Evie Debuts on Nickelodeon

U.S. Toy Industry is Back in Growth Mode, Circana Says

Incredible Group Leads Kimmon to North America

Nintendo Showcases Joy-Con 2 Controls with Two New Games

7-Eleven, Hot Wheels Race Towards a Hot and Fresh Collab

Aim for Camo Nostalgia with Big Buck Hunter, Mossy Oak Collab

People of Play Opens Registration for 20th Annual Young Inventor Challenge

Littles Tikes Welcomes Dr. Seuss with Story Dream Machine

The LEGO Group Races to Roblox for a Sonic Speed Simulator Takeover

MAJOR Steps Up to the Plate with First MLB Action Figures

Combining Plush and Blush: Ulta Beauty Introduces Squishmallows Makeup Collection

McDonald’s Reveals Limited-Time McDonaldland Meal

Rooted In Play: Gardening & Botanicals Toys

Companies are planting seeds in the toy department to cultivate sales.

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From Tabletop to Togetherness: Fostering Connection and Welcoming New Players Is the Game Industry’s Critical Role

Gamemakers are bringing more players to the table.

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Welcome to The Toy Building

Step inside our industry’s new West Coast home — built by toy people, for toy people.

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Pop Quiz with Wendy Smolen: The Action & Adventure Issue 2025

Test your toy knowledge with our latest Pop Quiz!

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Shared Adventures: 18 Games That Bring the Battles to Kids’ Play Stations

The latest toys bring competition, action, and playtime satisfaction.

DISNEY LORCANA TCG — FABLED: ILLUMINEER’S TROVE

RAVENSBURGER

Ages: 8+ | MSRP: $5.99-49.99

CHOOSE YOUR OWN ADVENTURE: THE RETRO BOX

CHOOSECO

Ages: 8+ | MSRP: $34.99

THE HAUNTING AT WICKER RIDGE

RELATABLE

Ages: 14+ | MSRP: $29.99

WIENER DOG RACE

MOOSE GAMES

Ages: 7+ | MSRP: $19.99

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