Assistant Editors Taylor Battle taylor@toybook.com
Natalie Miller natalie@toybook.com
Social Media Editor Nicole Savas nicole@toybook.com
Pictured above: Woof & Co.
Pictured right: Will LeBron score Kidult Toy of the Year? | Page 42
Source: Sunny Days Entertainment
Source: Mattel
RACING INTO AWARDS SEASON: PART II
New finalists, plot twists, fresh celebrations, and a narrator who can’t resist a good sequel, especially when toys are involved.
by JAMES ZAHN, Editor-in-Chief
Last year, I kicked off awards season with a column called “Racing into Awards Season.” And because this is the toy industry — where remakes, sequels, reboots, and line extensions are practically a love language — here we are with the follow-up nobody asked for, but I’m delivering anyway. Call it the “Part II” you didn’t know the toy trade needed. If Toy Story 5 can happen (see top photo), anything can. At this rate, expect a trilogy.
BUT BACK TO THE REAL ACTION...
It’s awards season once again, and the race is officially back on as toymakers, game developers, designers, licensors, retailers, and everyone else in the business of play look forward to recognition, rivalry, and, for some, that sweet validation that their creative instincts hit the mark.
Inside the industry, awards season isn’t just about gleaming trophies or bragging rights (even though those absolutely count, and I fully encourage being both braggadocious and swaggarocious this year). It’s about honoring the innovation, craftsmanship, and bold risks that keep this market moving. Landing a finalist spot is often its own victory — a meaningful accolade that proves the journey was worth it and offers a little extra shine in the marketplace.
The toy industry’s awards calendar
continues to mirror one of our closest collaborators: the entertainment world. In Hollywood, awards season runs like an endurance test — Critics’ Choice, Golden Globes, Grammys, DGA Awards, PGA Awards, SAG Awards, BAFTA, Independent Spirit Awards … and of course, The Academy Awards. Between November and March, the entertainment industry practically turns trophy polish into a seasonal scent.
In this business, The Toy of the Year (TOTY) Awards have long been called “the Oscars of the toy industry.” They celebrate creativity not just within the U.S., but across the global landscape, all while serving as a major fundraiser for The Toy Foundation’s mission to deliver the joy of play to children in need. It’s an honor that gives back.
And while we build up to the headline event, the TOTY gala on the eve of Toy Fair in February, the awards stand tall, but they don’t stand alone. The TOTYs live within a broader ecosystem of meaningful recognition, including ASTRA’s Play Awards, People of Play’s Toy & Game Innovation Excellence Awards (TAGIEs), Spielwarenmesse’s ToyAwards, The Toy Book’s own Pulse of Play Awards, and our sister publication, The Pop Insider’s forthcoming Collectors’ Choice Awards, among others. Each celebration offers a
unique lens for honoring the companies and creators that push this industry forward every single day. And celebrations are what this issue is all about.
This special edition of The Toy Book, crafted in partnership with The Toy Association and The Toy Foundation, serves as a snapshot of the year’s TOTY finalists — a commemorative moment designed to spotlight their achievements, encourage the industry and the public to vote, and amplify the Foundation’s work. Along the way, you’ll find some exclusive bonus features and highlights from additional celebrations that honor icons and innovators past and present.
Awards season is here — again — and if there’s one thing we know, it’s that when the world plays, we all win. I'll catch you on the next page.
James Zahn, best known as The Rock Father, is the Editor-in-Chief of The Toy Book, a Senior Editor of The Toy Insider and The Pop Insider, and Co-President of The International Toy Magazines Association (ITMA). Frequently called upon for expert commentary on the toy industry, he has been featured in The New York Times and Forbes, and has appeared on Yahoo! Finance, CNBC, BBC, NBC, ABC, CBS, FOX, NewsNation, CNN, and more. Connect with him on LinkedIn or follow him on X and Instagram @therockfather.
Lilypad (voiced by Greta Lee) in Disney and Pixar’s Toy Story 5 Photo courtesy of Disney/Pixar
THE LEGO GROUP BREAKS GROUND ON VIRGINIA REGIONAL DISTRIBUTION CENTER
On November 13, The LEGO Group broke ground on its new 2 million-square-foot regional distribution center (RDC) in Prince George County near Richmond, Virginia. The RDC will complement the LEGO Manufacturing Virginia facility currently under construction in nearby Chesterfield County. Both facilities are set to open in 2027 as part of the company’s strategy to support long-term growth in the Americas.
DISNEY LIGHTS UP TIMES SQUARE WITH INTERACTIVE HOLIDAY DOODLE BILLBOARD
Disney brought a little extra holiday magic to Times Square on Nov. 12, transforming the debut of A Disney Holiday Short: Best Christmas Ever into an interactive celebration. After the short premiered, a massive digital display above the Disney Store invited fans to draw their own doodles and watch them appear on the towering billboard in real time — a first-of-its-kind moment that stopped plenty of New Yorkers in their tracks.
The event marked the start of Disney’s broader “Make Someone’s Holiday Magic” initiatives rolling out this season.
A ‘MIRACULOUS’ LICENSING DEAL FOR JAZWARES
Miraculous Corp has named Jazwares as its global master toy partner as the Miraculous franchise heads into its second decade. Under the new deal, Jazwares will develop a comprehensive toy ecosystem encompassing action figures, fashion dolls, role-play items, plush, vehicles, collectibles, playsets, and seasonal products. The first toys are expected to hit retailers worldwide in spring 2027.
PMI KIDS’ WORLD LAUNCHES ‘CREATURE CASES’ TOYS
The Creature Cases is heading into the toy department for the first time.
PMI Kids’ World has launched a new line inspired by the animated series, available exclusively on Amazon for the holidays.
EARLY LIGHT BREAKS GROUND ON NEW FACTORY
Early Light International broke ground on a $34 million manufacturing facility in Indonesia’s Kendal Special Economic Zone. Operated by PT Early Light International Indonesia, the site is expected to employ as many as 10,000 workers once fully operational, dramatically boosting the group’s export capacity. The plant will produce a mix of plastic figures, plush, fashion dolls, and other toys for key markets across North America, Europe, and Asia. Early Light was founded in 1972 and currently stands as the world’s largest toy producer, serving as a factory partner for major toy companies.
Source:
’TIS THE SEASON OF PLAY
Toy of the Year Finalists Revealed During Inaugural Wishlist Weekend in Chicago
by GREG AHEARN, President & CEO, The Toy Association
There’s something special about that first weekend in November, when the Halloween costumes are tucked away, the last pieces of candy have disappeared, and the feeling in the air shifts from spooky to magical! It’s that time when kids scour the internet and circle, highlight, and dogear the pages of toy catalogs; adults start taking mental notes; and holiday toy lists begin to take shape on kitchen tables (or PowerPoint presentations) across the country. That’s what Wishlist Weekend, the first big shopping moment of the holiday season, is ALL about.
And this year, that weekend carried even more significance as it coincided with the very first live reveal of the Toy of the Year (TOTY) Awards finalists at People of Play’s Chicago Toy & Game Fair (CHITAG). Unveiling the TOTY finalists during Wishlist Weekend was the perfect way to kick off the holidays — connecting the creativity and innovation of our industry directly with the families
for whom those toys are made. As kids explored booths, tested new products, and dreamed about what might appear under their tree, the excitement around this year’s TOTY finalists became part of that experience.
“When the wrapping paper settles and the batteries are finally installed, what’s left isn’t just the toy — it’s the joy.”
AN HONOR WITH A MISSION
The TOTY Awards have long stood as the highest honor in the toy industry. But what truly sets the TOTYs apart is that every nomination, every finalist, and every winner fuels something bigger: The Toy Foundation and its mission to deliver the healing power of play to children in need. For attendees, this adds a profound sense of purpose to the event. By simply being there, each guest
contributes to initiatives that make a real difference in the lives of children, where and when they need it most. Through programs like the Toy Chest and Play Fund, the Foundation reaches kids across the country and around the world — from pediatric hospital wards to communities recovering from crisis — so that every child has the opportunity to experience the joy, comfort, and lifelong memories that only play can create.
This year’s live reveal of the TOTY finalists at CHITAG reminded us of the importance of that full-circle moment. As families engaged with this year’s hottest new toys, we witnessed firsthand the spark of happiness that our industry creates. Those moments of laughter and wonder are what the TOTYs honor each year.
A GALA CELEBRATION AHEAD
As we look ahead to the TOTY Awards gala on February 13, 2026, at Pier Sixty in New York City, we have so
On November 8, The Toy Foundation’s Pamela Mastrota, The Toy Association’s Greg Ahearn, and The Toy Guy Chris Byrne were joined by some friends at the unveiling of the 2026 Toy of the Year (TOTY) Awards finalists at Wishlist Weekend in Rosemont, Illinois, near Chicago. | Source: The Toy Foundation
much to celebrate. The evening will bring together the most creative minds and most passionate hearts in the toy community for a night of recognition, giving back, and, of course, lots of catching up! We’ll also induct the 2026 Toy Industry Hall of Fame honorees, recognizing a lifetime of excellence, innovation, and creativity that spans the full spectrum of the toy industry and the collective impact we’re making through The Toy Foundation’s work.
CHAMPIONS OF CHEER, INNOVATION, AND GIVING BACK
As we enter this season of giving, I encourage everyone across our industry to take pride in what we create and the contributions we make. The toys on those wishlists aren’t just items to unwrap; they’re the spark of imagination, connection, and growth. They teach, comfort, and inspire. And the TOTYs remind us that behind every great toy is an indus-
try devoted to making the world a little brighter for children everywhere.
So, as Wishlist Weekend fades into the full swing of the crazy holiday gift-buying season, let’s carry that same sense of excitement and purpose forward. Let’s continue to champion creativity, celebrate innovation, and give back through play. Because when the wrapping paper settles and the batteries are finally installed, what’s left isn’t just the toy — it’s the joy.
And that’s something worth celebrating all season long.
Greg Ahearn is the President & CEO of The Toy Association, In his role, Ahearn is responsible for driving engagement with manufacturers, retailers, and partners throughout the toy industry to ensure The Toy Association’s resources are invested into trade events, advocacy, and education that have the greatest impact.
THE FORCE OF PHILANTHROPY SHINES AT THE TOTYS
The Toy Foundation Comforts Millions of Children by Uniting the Industry’s Give Back Initiatives
by PAMELA MASTROTA, Executive Director, The Toy Foundation
The Toy of the Year (TOTY) Awards celebrate the extraordinary playthings and people that drive our toy industry day after day, helping to create a world where every child has the opportunity to experience the joy, comfort, and extraordinary benefits of play.
The Toy Foundation plays a crucial role in expanding the collective impact and significance of the toy industry by uniting all sectors through strategically focused philanthropic initiatives. Year after year, The Toy Foundation impacts millions of children in need around the globe via its recently re-branded programs, Toy Chest (formerly the Toy Bank) and Play Fund (formerly Play Grants). In 2025 alone, 250 companies supported one or both programs through in-kind or financial contributions to impact nearly 2 million children — and the year is not over yet.
As more and more companies engage
with The Toy Foundation’s Toy Chest and Play Fund programs, the toy industry’s power to have a major impact on children grows exponentially.
COLLECTING FOR GOOD
As the only industry-wide product donation program, since 2003, the Toy Chest has collected company donations of toys, games, books, and other playthings, distributing them to a robust network of 1,600 nonprofit community and disaster relief organizations, children’s hospitals, and schools to comfort
36 million children worldwide.
This year, nearly $20 million in product donations has been collected from hundreds of companies, including long-standing Toy Foundation partners such as Jazwares, The LEGO Group, and Radio Flyer; first-time supporters like Ravensburger, Razor USA, and Squaregles; and trade show donors like Buffalo Games, Funko, and Kids Preferred. By combining large and small donations through various initiatives, Toy Chest can provide comfort to children in need when they need it most.
As an example, The Toy Foundation distributes a portion of donated toys to World Vision’s Teacher Resource Centers located throughout the U.S. Wendy, a speech therapist at a Bronx, NY public school, regularly picks up — at no cost — much-needed school supplies from the NYC center to help her students learn to communicate effectively. At a recent pickup, Wendy found something extra
Throwback: Greg Ahearn, President & CEO of The Toy Association and Build-A-Bear Workshop President & CEO Sharon Price John, Chair, The Toy Association Board of Directors, open the 2025 TOTY Awards.
waiting for her: a Classroom Well-being Kit featuring critical tools to help students struggling with behavioral issues, self-management, and relationship skills. The kit included a variety of sensory toys from The Toy Foundation, which Wendy immediately put to use to help her students cope with anxiety and pent-up energy in the classroom, thereby creating a more positive learning environment.
THE POWER OF COMMUNITY
Community organizations also distribute toys received from The Toy Foundation to hard-working families in challenging situations. Earlier this year, Lacee became homeless, and her two daughters were placed in foster care. She joined a local Pennsylvania community housing program that helped her secure an apartment, pay for utilities, and create a safe and loving living environment for her daughters to come home to, complete with new plush toys to cuddle.
Pictured top and right: Pediatric patients at Akron Children’s Hospital enjoy the newly upgraded Imagination Zone activity room thanks to support from a grant from The Toy Foundation’s Play Fund. | Source: The Toy Foundation
SUPPORTING WELL-BEING
In addition to distributing toys, The Toy Foundation provides grants through the Play Fund, the only industry-wide funding initiative that brings the power of play to children’s hospitals and disaster zones. Since 2021, it has granted more than $2 million to support play programs and activities that have positively impacted children’s mental health and overall well-being.
Akron Children’s Hospital, a 2025 Play Fund grant recipient based in Ohio, utilized funding from The Toy Foundation to upgrade its Imagination Zone activity room. The hospital’s goal was to provide an outlet for pediatric patients to “escape” the traditional hospital environment, foster creativity, and simply have fun. Bubble wall displays were among the upgrades, and for a young patient hospitalized for more than two months, it became a daily highlight. The patient was incentivized to leave the hospital room every day, walk to the bubble wall, and enjoy the colorful lights and calming bubbles. As a result, the child had a more positive hospital experience.
A Play Fund grant was also recently
distributed to Pacific Oaks College in Pasadena, CA, to support its childcare center initiative, providing much-needed mental health services to families affected by the Los Angeles Eaton fire. Through a partnership with Pasadena Community Foundation, The Toy Foundation funded family counseling sessions, parent education sessions, and mental health training for teachers at a grassroots level. The Foundation anticipates that its funding will have a transformative impact on the well-being of children and families, ultimately uplifting the entire Pasadena community.
CELEBRATING WINS IN 2025 AND LOOKING AHEAD TO A BIGGER 2026
The Foundation’s impact in 2025 has been significant. The TOTY Awards are a critical fundraiser for The Toy Foundation, enabling it to continue growing the industry’s collective impact in 2026. See the sidebar on the next page for ways that you can lend your support.
Additionally, The Toy Foundation is the sole philanthropic partner of Toy Fair (February 14-17, 2026, at the Javits Center in New York City) and will collect
product donations from exhibitors at the close of the show. This collection is provided at no cost to exhibitors; in fact, it helps companies save time and money by eliminating the need to ship toys back to the office.
The Toy Foundation team is excited to partner with more companies, at every level, through its Toy Chest and Play Fund programs to make a greater, more powerful impact on children in need.
The TOTY Awards will take place on Friday, February 13, at a new venue, Pier Sixty, in New York City. Get tickets now at ToyFoundation.org.
Thank you for all of your support in 2025 — we'll see you at the TOTYs!
Pamela Mastrota, Executive Director of The Toy Foundation, maintains and evaluates all aspects of operations, programs, administration, strategic partnerships, and fundraising/donor best practices in a manner that supports, strengthens, and advances the Foundation’s mission to serve as the unifying force for the collective philanthropy of the toy industry.
A Classroom Well-being Kit, featuring sensory toys donated by The Toy Foundation, helps Bronx, NY, public-school speech therapist Wendy find new ways to help her students in the classroom. | Source: The Toy Foundation
GET INVOLVED AND SUPPORT THE TOY FOUNDATION’S EFFORTS
The TOTY Awards offers numerous opportunities for companies to showcase their philanthropy and passion to deliver play to children in need by:
• Serving as an official TOTY Awards sponsor.
• Purchasing tables (10 tickets) for colleagues to attend the gala.
• Donating unique items to The Toy Foundation’s auction, which is open to the entire toy industry for bidding.
• Pledging support during the TOTY Awards gala to help The Toy Foundation reach its fundraising goals.
Contact The Toy Foundation team at TTFInfo@ToyFoundation.org to learn more.
Hundreds of families in the Seattle area attended a toy distribution event (pictured top), while families affected by the Los Angeles wildfires received toys and essentials (pictured below). | Source: The Toy Foundation
THE CHANGING FACE OF FANDOM
Women lead market expansion as toy companies rethink how to reach a broader, more engaged audience.
By LISA WHITAKER, Chief Trends Officer, LM Whitaker Consulting LLC, WiT Board Member
Did you know that female consumers drove nearly two-thirds of the growth in toys purchased by adults last year? According to Circana, the adult buyer base is now split almost evenly between men and women — a striking 50/50 balance across an expanding range of categories. Adults have officially become the largest toy-buying demographic, toppling toddlers, and generating $7.6 billion in U.S. sales in 2024, up 11% year-over-year.
In my work with Tom McGrath on our biannual Trends in Toys and Entertainment reports, we track these shifts for more than 20 clients, from global leaders to niche companies. Nearly all of them are exploring how to tap into this
powerful market through new products and entertainment strategies.
“Looking ahead, I expect adults to remain the largest age group for toy and game purchases. If you’re not yet competing in this space, now is the time to find your entry point.”
Discovery and purchase behavior are shifting, too, and increasingly, it’s not a solo pursuit. A July 2025 Kids Industries study found that 75% of families “co-fan,” sharing fandoms across generations. In 89% of these households, kids lead the way in discovery, introducing parents to new entertainment and merchandise. Adults in these homes buy into the fun, engaging with content and purchasing products for both their kids and themselves.
On a personal note, as a mother of four and grandmother of two, I’ve long seen how kids influence purchases. But recently, I’ve experienced something new: a toddler-fueled family fandom. My grandson’s Batman obsession
A superhero-themed second birthday party saw family members of all ages unite with shared fandom spanning the DC and Marvel universes and beyond. | Source: Lisa Whitaker
sparked a wave of superhero toys, decor, and even a three-generation Batmanthemed birthday party. Everyone leaned in on the theme, proof that the influence on fandom truly knows no age.
Adult consumers are not a monolith. Their motivations range from family bonding and nostalgia to decor, investment, community, and play. That diversity makes the group hard to label, fueling passionate debate over the term “kidult.” This moniker is widely used outside the toy industry and opposed by many within the industry. Except for the quippy headlines and hashtags, does the name matter, though? The business
opportunity is the real headline.
According to Circana, U.S. toy sales to adults increased by 18% during the first half of 2025, which is three times the total industry’s growth rate. With shifting demographics and cultural trends, companies should mine adult insights for innovation across both established brands and untapped categories.
As a Board Member, I’m inspired by the leaders in Women in Toys, Licensing & Entertainment (WiT) who help members understand how play and fandom evolve across generations. WiT is bridging conversations, creating connections, and offering programming for
its members through webinars, events, mentoring, and groups, such as the Tabletop Gaming Learning Community. WiT provides resources to help members capitalize on opportunities to build their businesses.
Looking ahead, I expect adults to remain the largest age group for toy and game purchases, although growth is likely to stabilize from the sharp climb of recent years. If you’re not yet competing in this space, now is the time to find your entry point. Fueling fandom might just be the spark your business needs, and the WiT community is the perfect place to start.
Known for her insight, experience, and integrity, Lisa remains a trusted voice and leader in the business. Outside of her professional achievements, she is a proud mother of four and a dedicated mentor who strives to inspire the next generation of women in business.
The Netflix hit KPop Demon Hunters is driving a “co-fan” experience for families who are significantly more likely to consume new content, buy merchandise, and engage online. (R-L) Ji-young Yoo (voice of Zoey), Arden Cho (voice of Rumi) and May Hong (voice of Mira) at a recording session for the animated film. | Source: Ricky Middlesworth/Netflix
Lisa Whitaker has more than 30 years of experience and connections across the toy and entertainment industries.
During her tenure at Hasbro, she oversaw iconic brands, including Play-Doh, Littlest Pet Shop, Baby Alive, Batman, and Transformers. As Vice President of Marketing and Global Brand Captain for Star Wars, she led the brand through the launch of Star Wars: Episode I – The Phantom Menace. She later served as Senior Vice President of JAKKS Pacific’s Disney Division.
Lisa continues to channel her passion for toys, entertainment, and consumer products through her consulting practice, which is focused primarily on trend analysis alongside her partner, Tom McGrath. Together, they present their biannual Trends in Toys and Entertainment report to more than 20 leading companies, including The LEGO Group, The Walt Disney Co., Hasbro, Netflix, Universal Studios, MAGNA-TILES, and McFarlane Toys.
The “Oscars of the toy industry” are back!
The Toy Foundation has opened voting for the 2026 Toy of the Year (TOTY) Awards, honoring the creativity of the global toy community across 16 categories.
A powerhouse panel of judges — from retailers and academics to journalists and longtime industry pros — sorted through hundreds of submissions to find this year’s standouts. Each nominee was judged for its innovation, design, market relevance, consumer appeal, and overall experience before the panel came together in October for a final roundtable dis-
THE 2026 TOY OF THE YEAR (TOTY) AWARDS
all categories, while the Specialty Toy of the Year will again be decided exclusively by members of the American Specialty Toy Retailing Association (ASTRA).
Inside this special issue of The Toy Book, you’ll find every finalist — plus scannable QR codes that make it easy to cast your votes. Just point your phone at the code on each ballot page to jump straight to that category’s voting page.
Determining the Winners
The Toy Foundation uses three equally weighted ballots — from Toy Association members, retailers, and the media — to determine each category
winner. A select panel of industry representatives will weigh voting results, retail sales data through Dec. 31, 2025, and buzz across media and social platforms, to determine the overall Toy of the Year.
Winners, including the People’s Choice Award (chosen by consumers) and the top honor of Toy of the Year, will be revealed during a gala celebration on Feb. 13, 2026, at Pier Sixty in New York City — the night before Toy Fair kicks off. And the finalists are...
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THAMES & KOSMOS
VEHICLE
FLAT 2 FAST SPEED CARD RACERS
LUKI LAB
BRIO WORLD PULL BACK TRAIN SET RAVENSBURGER NORTH AMERICA
HOT WHEELS ULTIMATE DUAL DRAGON TRANSPORTER
MATTEL
PAW PATROL FIRE RESCUE: RAPID RELOAD FIRE TRUCK
SPIN MASTER
TOY STORY MOVING TRUCK VEHICLE PLAYSET
DISNEY CONSUMER PRODUCTS
THE CLASS OF 2026
Iconic Visionaries Join The Toy Industry Hall of
Fame
For more than 40 years, the Toy Industry Hall of Fame has honore d outstanding individuals who have left their mark on the business of play. Each year, members of the industry nominate a host of extraordinary people, including toy and game inventors, retailers, executives, and entertainment creators, for potential induction. The class of 2026 includes the man who made surprise toys a global craze, a husband-and-wife duo that championed toys with “endless possibilities,” and a licensing legend who created an action aisle icon.
THE AMERICAN SUCCESS STORY
ISAAC LARIAN
FOUNDER & CEO, MGA ENTERTAINMENT
In 1971, 17-year-old Isaac Larian embarked on a journey that would forever change his life and impact the lives of millions of kids around the world. With $753 borrowed from her brothers, Larian’s mother bought him a yellow blanket and a one-way ticket on a Pan Am flight from Iran to Los Angeles. The future toymaker, who didn’t yet speak English, took a job as a dishwasher, working his way up to waiter and enrolling in college. Then, in 1979, Larian and his brother founded Micro Games of America, the first U.S. distributor of Nintendo Game & Watch.
As the company evolved, so did its name, becoming MGA Entertainment (MGA), a multifaceted toy and entertainment company. Its brands are household names, including Bratz, Little Tikes (acquired in 2006), L.O.L. Surprise! (which kicked off the surprise toy craze in 2016), Rainbow High, Zapf Baby Born, and MGA’s Miniverse. With recent introductions including CarTuned, Slime Life, Ninjombie, and Armorsaurs, MGA has a presence in nearly every aisle of the modern toy department and stands as the largest privately held toy company in the U.S. And that yellow blanket? It proudly adorns a wall in MGA’s office.
Isaac Larian in his Chatsworth, California office.
Source: MGA Entertainment
THE DUO BEHIND TOYS WITH ENDLESS POSSIBILITIES
MELISSA AND DOUG BERNSTEIN
FOUNDERS, MELISSA & DOUG
Melissa and Doug Bernstein didn’t set out to build an empire; they set out to make good toys for kids, starting with their own six. Melissa & Doug grew slowly at first, then steadily, and then it was everywhere: playrooms, preschools, and birthday parties. The throughline never changed. They believed that open-ended, screen-free play mattered, and they continued to lean into materials, artwork, and formats that supported this idea. Even as trends cycled and new categories came and went, the brand stayed grounded in the sort of play that doesn’t need instructions.
That foundation carried the company into its next chapter when Spin Master acquired Melissa & Doug in January 2024, giving the brand global scale without stripping away the philosophy the Bernsteins built it on. Through innovations like Sticker WOW! and Blockables alongside new brands like Ms. Rachel, the Melissa & Doug legacy continues to expand.
“Melissa and Doug Bernstein and Isaac Larian have earned their place among the very best of our industry by redefining play for generations. Melissa and Doug built a legacy of timeless, beautifully crafted wooden toys that have sparked imagination and discovery for decades, and Isaac’s entrepreneurial spirit and passion for innovation have given rise to global brands that took retail and children’s imaginations by storm. Their induction into the Toy Industry Hall of Fame honors their extraordinary legacies.”
— Greg Ahearn, President & CEO of The Toy Association
Melissa and Doug Bernstein get playful.
Source: Spin Master
THE CREATOR OF AN ACTION ICON
STANLEY WESTON (APRIL 1, 1933 – MAY 1, 2017)
INVENTOR, G.I. JOE ACTION FIGURE, FOUNDER, LEISURE CONCEPTS
The action figure aisle as we know it may not exist if not for the work of the late Stanley Weston. The U.S. Army veteran, who served during the Korean War, became interested in developing a military-themed toy line after visiting an Army-Navy surplus store. Weston showed his concept to fellow veteran Donald Levine, head of research and development at Hassenfeld Bros., now known as Hasbro. Levine bought the concept and developed it into G.I. Joe. Weston went on to found Leisure Concepts, a licensing firm that leaned heavily into celebrities and entertainment brands, with a focus on toys. During the company’s early days, Weston developed Captain Action, a new action figure that could wear costumes to transform into other characters, such as Superman, The Phantom, Captain America, or Buck Rogers.
By the 1980s, Leisure Concepts had become a staple in the pages of The Toy Book and The Licensing Book, as the company represented brands and companies such as Nintendo, ThunderCats, SilverHawks, Star Wars, and others. While Weston passed away in 2017, his original creation battles on through new toys and collectibles, including Hasbro’s G.I. Joe: Classified Series.
“The Toy Association is proud to posthumously induct Stanley Weston, who changed toy history by introducing a new genre of play known by many today as ‘action figures.’ His creation of G.I. Joe gave children the power to imagine themselves as heroes, while his work in licensing built a foundation for modern entertainment.”
— Greg Ahearn, President & CEO of The Toy Association
Stanley Weston shows off an original G.I. Joe.
Source: The Toy Association
BOUNCING INTO THE FUTURE
Nearly 30 years since the Beanie Babies Boom, Ty Inc. has another hit on its hands with the patented Beanie Bouncers. Ty Warner is on a mission to protect the innovation.
by JAMES ZAHN, Editor-in-Chief
Legends fill the toy industry, but only a few put their own name front and center. One man who fits the bill is Ty Warner, whose namesake company, Ty Inc., is on the cusp of its 40th anniversary in 2026. Following the Beanie Babies craze of the mid-1990s, Warner’s pioneering spirit has continued fueling sales for specialty retailers through a steady stream of new products and form factors, including the company’s most recent hit, Beanie Bouncers — a line of collectible plush toys that bounce up to 50 feet in the air.
Of course, with success comes knockoffs, and Warner is ready to face off against nefarious foes who seek to dupe unsuspecting retailers and consumers — the message: A bootleg Beanie could bounce copycats into court.
The Toy Book: Beanie Bouncers are hot — how are you keeping the copycats at bay this time?
was officially granted on October 7, 2025. With this protection in place, my legal team is prepared to act swiftly and decisive ly to defend Beanie Bouncers against any infringement.
TB: You fought off fakes in the Beanie Babies era — what lessons stick with you today?
The Toy Book caught up with Ty Warner to discuss protecting innovation, supporting specialty, building a legacy, and charting a path to the future.
Ty Warner: Super-soft plush bouncing balls are a completely new innovation, so I filed for a patent to safeguard this oneof-a-kind concept. I’m proud to share that my first patent for Beanie Bouncers
TW: I pour my heart into crafting top-quality plush toys that are not only industry-leading but also priced so that children can afford to buy them with their allowance. From the beginning, I understood the importance of fiercely protecting my brand and creative vision. Back in the Beanie Babies era, I partnered with elite law firms that worked tirelessly to shut down counterfeit operations. That same team still stands with me today, and I continue to enforce rigorous standards to safeguard my products from imitation.
All photos provided by Ty Inc.
can’t copy it?
TW: Great ideas deserve strong protection — and I take that responsibility seriously. Before a product ever reaches shelves, I move quickly to secure IP rights. That means filing for patents when the concept is truly novel, registering trademarks for names and logos, and locking in copyrights for original designs. I work closely with top-tier legal teams to ensure every detail is buttoned up early. But it’s not just about paperwork, it’s about vigilance. I constantly monitor the market, and if someone tries to copy a Ty product, my lawyers are ready to act swiftly. This proactive approach has kept Ty ahead of imitators for decades. Creativity drives the brand, and protecting that creativity is non-negotiable
TB: How do you ensure that retailers and consumers know they have the genuine article and not a bootleg?
TW: Every Beanie Bouncer proudly features my iconic red heart logo, a symbol that has become synonymous with the brand. The line is showcased on freestanding displays topped with a bold Ty red heart header, making them instantly recognizable. Thanks to this consistent branding, Ty is known and trusted around the world.
TB: Your relationship with specialty retailers has been a cornerstone of the Ty empire. How are you protecting and supporting them as they compete against big-box and e-commerce giants?
TW: My loyalty lies with specialty retailers and ultimately, with the consumer. That’s why I ensure every new Ty innovation launches first through the specialty retail channel, giving them a meaningful competitive advantage. Our larger chain partners understand and fully support this approach. Beyond that, I’ve made
selling Ty products refreshingly simple, so that retailers can focus on delighting their customers.
TB: How much weight do indie retailers carry when shaping the future of Ty product lines?
TW: Independent retailers, like me, champion innovation, creativity, and seamless merchandising. I view them as the true barometer for any new product line — where fresh ideas take root and trends are born. Their insight and agility make them the pulse of the market.
TB: Ty has a reputation for keeping prices sharp. How do you maintain the balance between price point and quality in the age of tariffs?
TW: Tariffs have introduced a layer of uncertainty across the retail landscape. Throughout 2025, I’ve worked diligently to absorb these added costs without raising prices, staying true to my commitment to affordability. Whether that remains sustainable in 2026 is yet to be seen. What will never change is my dedication to designing products with the consumer at heart. Quality and value have been the foundation of the Ty brand since day one — and they remain my guiding principles.
TB: Only a handful of companies in this industry are still owned and operated by their founders. Why has it been essential to stick with Ty Inc. and continue to lead it?
TW: Ty is my true passion. I find joy in creating products that delight both the young and the young at heart — items people love to buy, collect, and share as meaningful gifts.
TB: You wrote the playbook for balancing collectability and playability with limited drops, retired characters, and a steady slate of new releases. How do you look at the industry, knowing that you’ve forged a legacy that many others emulate?
TW: That’s a thoughtful question, and one I reflect on often. I’ve always believed that the magic lies in striking the perfect balance between collectability and playability. From the beginning, I wanted Ty products to spark joy, whether they were being hugged by a child or displayed on a collector’s shelf. Limited releases, character retirements, and a steady stream of fresh designs weren’t just strategies; they were ways to keep the experience exciting, personal, and emotionally resonant.
Seeing the industry adopt similar approaches is both humbling and affirming. It tells me that we tapped into something timeless: the thrill of discovery, the joy of collecting, and the emotional connection people form with these little plush companions. But I don’t dwell on the past. I’m always looking ahead, pushing boundaries, dreaming up the next surprise, and staying true to the values that built the Ty brand: quality, creativity, and accessibility.
The legacy is meaningful, but my heart is in the future.
TB: Toy Fair New York isn’t that far off, and regular visitors immediately feel Ty’s presence when they enter the Javits Center. Is there anything you can preview for 2026?
TW: I’ve always loved a good surprise — and yes, I’ve got a few more tucked away. For now, you’ll just have to wait and see!
STRATEGY, SLIME, AND SMARTS
The Strong’s National Toy Hall of Fame Inducts New Members
The National Toy Hall of Fame’s Class of 2025 includes a pair of classic games and a sticky staple.
Trivial Pursuit, Battleship, and slime enter the Hall at The Strong National Museum of Play in Rochester, New York. This year’s inductees faced off against pop-culture icons, including the Star Wars lightsaber, Tickle Me Elmo, and Furby, and classics like Connect Four and Spirograph for a coveted spot among giants of toy history.
Battleship’s story stretches back more than a century. It started as a pencil-and-paper strategy game long before Milton Bradley turned it into the plastic, peg-popping edition that most families know from the 1960s onward. TV commercials helped it gain popularity, and by 1979, it became one of the first board games to transition to digital. “Battleship has long been a household
name in the board game world,” says Strong Curator Mirek Stolee, noting that its popularity hit a peak in 2012 with the Battleship movie. “The film was only very loosely based on the game, but it helped cement Battleship’s place in popular culture history.”
Slime arrives from an entirely different corner of the play universe. Commercially introduced in 1976, it never
stopped evolving. Kids squeeze, stretch, mix, and sometimes even make it themselves at home. It’s messy, tactile, and weird in all the best ways, and that’s exactly the point. “Though slime continues to carry icky connotations to slugs and swamps — all part of the fun for some — the toy offers meaningful play,” says Curator Michelle Parnett-Dwyer. Then there’s Trivial Pursuit. More than 100 million copies of the game have sold across countless editions since 1981. “Trivial Pursuit’s influence has spread beyond the realm of board games to game show iterations and video game adaptations,” Stolee says. “Frequent updates and innovations continue to keep Trivial Pursuit relevant.”
While this year’s inductees may differ, they do have something in common: they’re all fun, and each iconic.
Source: The Strong, Rochester, New York
The 18th Annual Toy & Game Innovation Excellence Awards INNOVATION TAKES THE STAGE
People of Play, a division of The Toy Association, packed Joe’s Live in Rosemont, Illinois on Nov. 8 for the 18th annual Toy & Game Innovation Excellence (TAGIE) Awards — a night built around invention, celebration, and the kind of camaraderie you only find in the toy and game industries. The theme was “Friendship,” and it played out in real time as creators, designers, suppliers, retailers, and marketers from around the world came together to celebrate each other.
Winners were chosen from a public vote, a process that consistently yields an interesting blend of consumer passion and industry expertise. Disney Consumer Products was a major presence throughout the night as presenting spon -
sor. Karri Bean returned as host, JoAnn McLaughlin welcomed the crowd, and Jazwares’ Chief Brand Officer, Jeremy Padawer, delivered a keynote that balanced sharp industry context with the enthusiasm of a true toy devotee. The TAGIEs had backing from a long list of supporters, including Mattel, The Michael Kohner Corp., Hasbro, Longshore, Nextoy, Super Impulse, The Playmakers, Baby Paper, Backdrop.com, Peggy Brown Creative, and Design Edge.
The TAGIE Awards have been around since 2008. At this point, they’ve settled into a familiar rhythm within a busy People of Play Week alongside the Global Inventor Pitch & Innovation Conference, the Chicago Toy & Game Fair, and the Young Inventor Challenge.
“Behind every hit toy or game is a community of creative souls who pour their hearts into bringing smiles to children and families everywhere. At this year’s TAGIE Awards, we celebrated not just
their work, but the friendships that keep this industry thriving.”
— Mary Couzin, Senior Vice President & Founder/Leader of People of Play at The Toy Association
HONOREES
Lifetime Achievement Award: Mike Moody, CEO, Seven Towns Ltd.
Lifetime Achievement Award: Phil Orbanes, game designer, author, and founding partner of Winning Moves Games
Industry Game Changer Award: Judy Ellis, founder of the world’s first baccalaureate program in Toy Design at the Fashion Institute of Technology
2025 TAGIE WINNERS
Adult/Family Game Innovator Nick Hayes and the Mattel Games Team
Breakout Innovator Ron Weizman & Shooki Grasiani South Beach Bubbles
Innovative Art & Visuals
Nate Schimelpfenig, Mindware
Innovative PR & Marketing Team
Disney’s Amanda Luna, John “Cody” Hampton, & Tatum Yusz
Kidult Toy Innovator POP MART
Most Innovative Licensed Product Tim Walsh, The Playmakers
Most Innovative Retailer POP MART
Most Innovative Vendor & Partner Indy Toy Lab
Preschool Game Innovator Moose Games Team
Preschool Toy Innovator Jordan Goddard, Indy Toy Lab
Tech Game Innovator Valentina Pereyra
Tech Toy Innovator KID Group
Young Innovator Persy Arcement
Q1: Which of these legends was inducted into the Toy Industry Hall of Fame in 2025?
Maxine Clark
Q3: Despite the proliferation of new toys incorporating AI, what TOTY category was eliminated this year?
And the winner is … all of us! The Toy of the Year (TOTY) Awards are back, and the industry is competing, collaborating, and congratulating each other for being part of the greatest — and most fun — industry in the world. While you’re waiting to hear your name announced from the podium, test your past TOTY knowledge with this Pop Quiz.
Q6: Which toy was a finalist seven times before finally being inducted into The Strong’s National Toy Hall of Fame last year?
Q2: According to Circana reporting YTD June 2025, which company had four items ranked in the top 10 of the U.S. total toy industry? Mattel
Q4: Despite being one of the most popular dolls in the world, Barbie has only won three TOTYs since her debut in 1959, but she’s still been very busy. Approximately how many careers has she held?
Q7: Last year’s Tech Toy of the Year also won the coveted Toy of the Year award. What was the toy? (Extra credit if you can name the manufacturer!)
Q5: The TOTY Awards raised more than $900,000 last year. Which organization does the benefit support?
Q8: Kidult Toy of the Year is a relatively new category for the TOTYs. According to Circana (2025), “kidult” refers to which age of consumer who buys toys for themselves or receives them as gifts?
Ages 12 and up A
Ages 18 and up B
Ages 25 and up C
soles offers improved 32-bit graphics, left and right trigger buttons, and the ability to play classic Game Boy cartridges.
DON’T FREE FREDDY (SPIN MASTER)
This interactive plush monster wants you to take off his handcuffs, but beware: he may just start acting like an animal when he’s free.
GIRL TECH PASSWORD (RADICA)
Keep your most important secrets in this secure password journal, which utilizes voice recognition technology to ensure only you have access.
POWERPUFF GIRLS PLUSH DOLLS (TRENDMASTERS)
These cuddly, soft plush versions of the crime-fighting trio are great for both pretend play and a post-saving-the-day nap.
SAILOR MOON DELUXE ADVENTURE DOLLS (IRWIN TOY)
Fight evil by moonlight with Sailor Moon and the Sailor Scouts! Each poseable doll comes with a display stand, removable outfits, and a replica wand.
CREEPY CRAWLERS BUG MAKER (TOYMAX)
Create your own creepy crawly creatures with this playset, which includes a mini oven, bug molds,
