September 4, 2025

The Toy Book Top 10: From Innovation to Uncertainty

August delivered fresh product reveals and industry shakeups, proving the business of play is as unpredictable as ever.

Early Bird Entries Extended! 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. Submit by Sept. 19 for early bird rates!

Nominate today!

Mattel Puts Brands Front and Center with Executive Reorganization

Roberto Stanichi takes the wheel as Chief Global Brand Officer, with Jamie Cygielman and Ted Wu stepping into expanded roles — all while Lisa McKnight prepares for her next chapter.

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Court Rules Trump Tariffs Unlawful… Again, but the Battle Plays On

A 127-page ruling lands a blow against Trump’s trade policies, but tariffs remain in play — leaving toymakers stuck in the ring.

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Deddy Bears Expands into Screen Entertainment

The 2025 Toy of the Year debuts digital shorts, scripted TV, and a live-action feature.

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Tonies Introduces the Next Generation of Screen-Free Audio Players with Toniebox 2

The Toniebox 2 adds a new gaming experience to the platform and a line of Tonies for toddlers.

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Monsters, Misfits, and a Haunted Video Store: Meet the Wayward Ghouls

From the minds of Michael Harring and Kreature Kid comes Squeaks — the first figure in a new universe of monster misfits made for grown-up collectors.

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LEGO Brings Gizmo to Target with New Gremlins Building Set

Magic Meets Magnetic: Tytan Toys Launches Travel-Friendly Disney Building Sets

Outright Games, MGA Entertainment Reveal Bratz: Rhythm & Style Trailer

Funko Preps KPop Demon Hunters Figures

Faber-Castell’s Creativity for Kids Lands New Canadian Distro with Kroeger Marketing

Eternia Unleashed: Mattel Brings He-Man to Fortnite

Mobile Spending Fuels U.S. Video Game Market’s 5% Jump in July

Little Tikes, My Gym Celebrate National Literacy Month with Story Dream Machine Activation

Model Car Hall of Fame to Reveal Class of 2025 at Spielwarenmesse

Hot Wheels Monster Trucks Live Adds Rhinomite to 2026 Glow-N-Fire Tour

TIGA Reveals Finalists for its TIGA Games Industry Awards 2025

Elmo, Cookie Monster, and Friends Join TeeTurtle’s Plush Lineup

Chuck E. Cheese Honors National Deaf Awareness Month with New Campaign

World Poker Tour, Genco International Strike Licensing Deal for Gaming Products

Yahoo Sports and ghostwrite Team Up for Limited-Edition Fantasy Ghost Figurine

Kids’ Media Brands Step Up to the Plate with MLB Collaborations

Mister Rogers, Sesame Street, and Hidden Pigeon Co. highlight how licensing and live events connect beloved characters with new generations of fans.

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Walmart Marketplace Powers Up with New Tools and Fee Cuts for Toy Sellers

From 0% referral fees on toys to expanded next-day delivery, Walmart is rolling out fresh incentives and technology to help sellers win big this holiday season.

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