Toy ideas can come from anywhere—viral trends, nostalgia, late-night brainstorms, even an obscure take on everyday household items. But sometimes, the most valuable ideas come from the kids themselves.     Part 1: Jumbo Stickies – The Accidental Blockbuster   Flashback to VidCon 2024. We were gearing up for Sky Castle’s biggest brand debut yet: Sticki Rolls. The first-ever wearable, shareable sticker bracelets—50 holographic, Kawaii-themed stickers ready to be dispensed directly from a fashionable bracelet.   We’d spent months prepping. As toy people reading this well know, proper planning of an exhibition show is absolutely crucial. Hyper-analyzing how your booth looks, flows, and functions is non-negotiable. It’s the difference between “cool booth” and “talk of the show.”   We’d gone viral three weeks before the show with millions of YouTube views validating our content-first launch strategy. But there’s a difference between comments online and a line of screaming kids IRL.   By noon on Day One, we had a line wrapped around the booth. Kids swarmed our custom-built, 8-foot-tall Gacha machine like this brand had existed for years. But that wasn’t the only surprise.   What caught us off guard was what happened with the booth design.   Sticki Rolls are miniature stickers, roughly 1 x ½”, with over 1200 unique Kawaii designs to find and collect. All our stickers have varying levels of rarity, highlighted by unique foil holographic effects. We knew we had to feature this special artwork, but in a tradeshow environment, we knew they wouldn’t be visible. So we had to go JUMBO.   We super-sized our art—printing our favorite designs over 100x their normal size in vibrant holographic foil and pasting them across the back wall.   We thought it was a cool backdrop. The kids thought it was a product.   People started asking: “Can we buy those giant stickers?” At first, we laughed. “Nope, they’re just decoration,” we told them.   But then Josh (my biz partner) and I exchanged that look—the one every founder duo knows. We didn’t say a word, but we both had the same thought: We’re making those.   Within days, we repurposed the leftover jumbo prints from the show and filmed a couple YouTube videos. The concept? Use the giant stickers as room décor. The response? Massive. Those two videos have racked up over 3.6 million views and 5,000+ comments demanding a product drop.   So we listened. Jumbo Stickies are now shipping globally, transforming bedrooms into sticker-powered fan zones. We never planned to launch a room décor line—but we listened and reacted.     Part 2: When Fans Pick the Stars   Sticki Rolls launched with over 1,200 collectible stickers—a vast universe of small characters with big personalities. We had early favorites in mind, based on VidCon reactions and internal playtests. And sure, some of those hit. But others? The kids had different ideas entirely.   In fact, a few of the breakout stars in the Series 1 collection were characters we almost didn’t print. That’s the wild thing about launching a platform: sometimes your audience sees the magic before you do.   As Series 2 planning kicked off, we realized we had something rare—real-time feedback at scale. Within 60 days of launching on YouTube (and before the product had even hit shelves), Sticki Rolls was pulling in over 20,000 comments a month. We hired a full-time Community Manager just to engage with fans, absorb sentiment, spot trends, and most importantly—listen.   We started seeding open-ended questions: “Who’s your favorite character?” “Which one should we redraw next?” Then came polls, side by side comps, and creator videos where the audience voted on which fan-favorite should be featured next. It wasn’t just engagement—it was research disguised as fun.   From thousands of comments, reactions, and redraws, we built a heatmap of Sticki stardom. We narrowed it down to a final six—characters that had real staying power, not just because we loved them, but because the fans had already chosen them.   Now, those six fan favorites are getting their own spotlight with the launch of a new SKU: Sticki Pendants.   These collectible necklace charms don’t just showcase the top-loved characters—they also dispense exclusive stickers of that character’s brand-new artwork. It’s a perfect loop: fans picked the stars, and now they get to wear them (and share them) wherever they go.   The upside? We walk into retail with a data-backed assortment that we know kids already want—minimizing shelf lag and maximizing sell-through.   Fans got their faves. We got the data. Everyone wins.     Part 3: Perseverance   Sticki Rolls is Sky Castle’s first big hit. We’re a young company, but this isn’t our first rodeo—we’ve been in the trenches of this industry for years, and when something’s working, we know it. The momentum is incredible, but like all toy companies right now, we’re facing some serious headwinds.   Let’s not sugarcoat it: the toy business is brutal. As I write this, the industry now faces 30% China tariffs, which is much more manageable than 145%, but nonetheless makes an already tough business model even harder.   As expected, knockoffs of Sticki Rolls have started creeping out of the woodwork, and that’s the price of success. But here’s the thing copycats don’t get: you can’t fake community. You can’t reverse-engineer trust. You can try to replicate a sticker, but you can’t replicate a movement. We didn’t just make a product—we made a category.   Sticki Rolls are now the “Kleenex” of sticker bracelets. And that comes from relentless R&D, organic content that actually connects, and a brand that listens more than it talks.   We’re not naïve—tariffs hurt. Fakes sting. But we built this brand with fans, not factories, and that gives us staying power.   We’re not just launching products, we’re building a platform—where kids become collectors, characters become icons, and stickers are the glue that binds it all together.

Nominations are Now Open for 2025 Toy & Game International Excellence Awards Lifetime Achievement Honor Submit Your Nominations Now through June 30   CHICAGO, IL | May 19, 2025 — Nominations are now open for the prestigious Lifetime Achievement honor at the 2025 Toy & Game International Excellence (TAGIE) Awards, hosted annually by People of Play™ (POP). Taking place on November 8, this year’s event marks the TAGIEs’ 18th year celebrating the outstanding innovators, designers, retailers, suppliers, PR professionals, and marketers who drive creativity and success across the global toy and game industry.   “Each year, the TAGIEs ignite the spirit of play by uniting the global toy and game community — bringing together professionals, creators, and consumers from around the world in a one-of-a-kind celebration of talent and innovation,” said John Barbour, toy industry veteran and chair of the TAGIE Lifetime Achievement committee. “As a centerpiece of POP Week, the TAGIEs honor creativity, contribution, and the collaborative spirit that drives our industry. It’s more than an awards show — it’s the heart of POP!”   Anyone in the industry may submit a nomination by June 30, 2025. There is no fee to nominate a candidate for consideration. Criteria for the Lifetime Achievement Award includes:   Long experience and record of accomplishment in the play industry. Innovative product or marketing introductions. Charitable efforts benefiting children and/or children’s causes. An unimpeachable record of integrity and respect in the industry.   The TAGIEs ceremony is one of several events that takes place during People of Play’s annual POP Week — taking place November 5 to 9 in Rosemont, IL — including the Inventor Pitch & Innovation Conference, Young Inventor Challenge, and Chicago Toy & Game Fair. Click here for more information about the TAGIE Awards. Photos from the 2024 TAGIE Awards are available here. Past Lifetime Achievement Honorees include: 2008 - Jeffrey Breslow2009 - Reuben Klamer2010 - Eddy Goldfarb2011 - Burt Meyer2012 - Theo and Ora Coster2013 - Howard Morrison2014 - Michael Kohner and The Kohner Family2015 - Richard Maddocks2016 - Reyn Guyer2017 - Adi Golad2017 - Judy Blau2018 - Paul Rago and David Small2019 - Ivan Moscovich2020 - Erno Rubik2021 - Tom Kalinske, Michelle Litzky, and the Pressman Family2022 - Leslie Scott, Kantaro Tomiyama, and Alan Hassenfeld2023 - Jill Barad and Rouben Terzian2024 – Mary Danby and Dan Romanelli   About the TAGIE Awards chitag.com/2025-tagie-awardsFounded in 2008, the Toy & Game International Excellence Awards (TAGIEs) celebrate the outstanding achievements of toy and game industry leaders from around the world, by honoring masters of innovation. The annual event also pays homage to industry professionals who differentiate themselves with their spirit for fun, philanthropy, inventor advocacy, creativity, and humanitarianism. Inventors, designers, manufacturers, retailers, suppliers, media, public relations and marketing professionals, and the general public come together for this prestigious annual gala event. The TAGIEs are hosted in the fall in conjunction with the Toy & Game Inventor Pitch and Innovation Conference, Chicago Toy & Game Fair, PlayCHIC, and the Young Inventor Challenge.   About People of Play™ peopleofplay.com People of Play (POP), a division of The Toy Association™, leads the global toy and game industry in promoting innovation, creativity, and connectivity. A one-stop source of community for industry professionals, aspiring inventors, and people of all ages who love to play, People of Play hosts a play platform packed with resources and connection points as well as a wide range of events including the Chicago Toy & Game (CHITAG) Fair, the Toy & Game International Excellence (TAGIEs) Awards, the Young Inventor Challenge, the Toy & Game Inventor Pitch and Innovation Conference, and more.   FOR IMMEDIATE RELEASE Contact: Amy Friedland Emily Auriemma Susan O’SullivanPeople of Play PR  

Whether you crave an exciting action element to your brick building experience, or just love to build and admire your handiwork, Wise Block has something for you! Fontana, CA (May 16, 2025) – There’s just something about brick construction toys that excites kiddos like nothing else! The intricate and involved building process, the wave of satisfaction upon completion of the set, or the rush of imaginative discovery while disregarding the instructions, this style of toy has something for everyone. Of course, even that level of broad appeal isn’t enough for the innovative designers at Alpha Toys, creators of the Wise Block line of building sets. What if there were even more layers of play that could be added to this process?

“The secret of the Muppets,” Goldstein explains, “is they’re not very good at what they do. Kermit’s not a great host. Fozzie is not a good comedian. None of them are actually good at it. But they love it. They’re like a family. They like putting on a show. And they have joy. And because of the joy, it doesn’t matter that they’re not good at it.” “And that,” concludes Goldstein, “is what we should all be like: Muppets.” Amen, brother. The Muppets may crash through musical numbers, miss cues, and launch fish mid-song. But they show up. They stick together. No one’s left behind. Even the grumpy guys in the balcony get a seat at the show.

  Hi Anthony, thank you for taking time for this interview, inviting me to your offices last year and sharing your new packaging and products! Love that we have such fun successful companies here in Chicago. Please share with our readers what your role is in our industry.   I am the CEO of Elenco Electronics, a dynamic STEAM toy company best known for our flagship brand, SNAP CIRCUITS®. Snap Circuits has been sparking curiosity and creativity in kids for over 20 years.      Where are you from?    On the personal side, I am originally from Brooklyn, NY, and moved to the Chicago area with my wife, Laura, and three daughters (11, 8, and 3) for the opportunity to lead Elenco.   Professionally, I joined Elenco from the confectionery business. Throughout my career, I have always been drawn to fun, playful, imaginative products that make kids and their families smile. At Elenco, our team gets to help inspire the next generation of inventors by developing products that are both educational and fun. In fact, we say that Snap Circuits are where learning and play collide!    I thought I was popular with my kids when I worked in candy but, making toys has taken their excitement to another level!      What are you hoping to accomplish at Elenco?   The opportunity to reinvigorate Snap Circuits drew me to Elenco. Snap Circuits had a solid foundation - just look at the tens of thousands of five-star reviews across our portfolio. That tells you our customers love what we do – but both the brand and the company needed an update. Our team’s focus has been on showing up – for our consumers, for our retail partners, and for educators.    On the consumer side, we are focused on expanding our penetration: bringing Snap Circuits and our growing portfolio to more kids, more families, and more classrooms around the world. In a relatively short time, we have updated our packaging design (which was TOTY nominated), built a robust breakthrough innovation pipeline that includes introductory price points and new Snap Circuits experiences (a few more TOTY nominations), and invested in driving awareness of the brand. I am proud to say that all the products we have launched over the past couple of years, and our entire innovation pipeline have been internally generated from across our organization. We’re making learning fun, hands-on, and accessible—and we’re just getting started.   In retail, Elenco has been listening to and learning from our partners to find ways we can grow our businesses and partnerships together. We are showing up at trade shows and key customer meetings ready to share all the great things happening at Elenco.   On the education side of things, we are actively engaging with educators to build products that meet today’s standards and educator needs and have a lot of new products on the way.   I am so proud of what our small, but mighty team has accomplished in such a short period of time!     What’s the best part about working in the toy industry?   Honestly and without hyperbole, it’s the magic. Every day, we get to blend fun with learning, which is incredibly rewarding. Whether it's a child building their first working circuit or a parent watching their kid light up with pride, those moments are priceless. There’s real purpose behind the play and I get a front row seat in guiding that purpose.    I’ve also found the toy industry to be incredibly welcoming. When I was new to the industry just a few years ago, I reached out to CEOs, industry icons like you and Rick Derr, and of course The Toy Association.  Without fail, everyone was generous with their time, insights, and support. This is a community that wants you to succeed. In the toy industry relationships matter, handshakes matter. If you show up with energy and a willingness to listen and learn, doors open for you.    What keeps you up at night?   I would be lying if I didn’t say tariffs. Like many in the toy industry, our team is wrestling with the realities of growing a small business in a rapidly changing high-tariff environment. At the same time, I am amazed at how the industry has rallied together under The Toy Association’s leadership to make the case for zero tariffs on toys – Greg, Kathrin, and the entire team at The Toy Association have done an amazing job under very difficult circumstances.   Something else that is keeping me up at night is also what is most exciting about our business – what’s next. Elenco and Snap Circuits have picked up so much momentum over the last couple of years. We need to continue to build that momentum – every day is an opportunity to build and strengthen relationships with our retail partners, with consumers, and with educators. Every new product launch, every holiday, every birthday gift purchase is an opportunity for us to deliver on our promise to our consumers.      What advice would you give to someone looking to get into the toy business?   I’d tell people to stay curious and never lose their sense of play. This industry thrives on creativity, but it’s also built on listening—to kids, to parents, to educators, retail partners, and industry veterans. You need to be resilient and be able to adapt as well. Throughout my career, I can’t tell you how many times we have had what we thought were fantastic product ideas, but after talking to kids, parents, and retailers maybe not so much! That can be a little disappointing, but every setback is a new opportunity. At Elenco we are constantly learning, and we understand even the best toys need refining before they become household favorites.   For those new to the industry, I’d also recommend getting involved. You’d be surprised at how much of life and business is simply showing up and helping out. There is no shortage of ways in which you can help the industry. For instance - volunteering with Toy Foundation to give the gift of play to kids in need, being a part of Toy Association committees, becoming a part of Women in Toys, or mentoring young professionals in your organization just to name a few. You bring a unique perspective and set of experiences to the table – that is incredibly valuable. This is an industry that rewards curiosity, collaboration, and creativity. By getting involved you can help chart its future.