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Welcome to Your Weekly News Brief!

Happy Birthday, Barbie! Celebrating 67 Years of Dreaming Big

March 9 was Barbie’s birthday—a toy that has shaped generations of play, imagination, and storytelling since Ruth Handler introduced her at the 1959 Toy Fair. Few people know Barbie’s story better than Nancy Zwiers from her years leading the Barbie brand at Mattel. Nancy reflects on Barbie’s bold beginnings and the empowerment she continues to inspire. 
 
Congratulations to Donna Moore, Donna Drake, and Matt Nuccio on launching the new season of Toys of Our Lives on CBS. Our POP Week events were featured in the pilot episode over a year ago. It’s exciting to see the show continue spotlighting the toys, memories, and creativity that make our industry so special. 
 
Speaking of POP Week… registration is now open! POP Week’s trade and consumer events are where connections turn into collaborations and ideas become reality. The energy of POP Week is contagious, and it truly shows the power of our industry when people come together to support and celebrate play.

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Donna Moore on Toys of Our Lives, Her Experience Working at The Hollywood Reporter and Sunset Hill Vineyards!

Hi Donna, congratulations on airing a new season of Toy of Our Lives on CBS! What made you decide to join Toys of Our Lives?
When I left my past job, I reached out to close friends and told them, "I’m officially moving on!" Within seconds my phone was ringing with offers, Matt was the first person I responded to. It was a perfect offer as I was working in TV production before advertising! Staying in the toy industry which I love, and production, which I love, is the best of both worlds.

Does this remind you of your days on The Hollywood Report?
Yes, and before THR—working in sales on independent films and film festivals constantly convincing clients to buy ad space. With Toys of Our Lives it’s securing toy companies to be a part of this new innovative show. Almost the same, although dealing with toy companies is much easier than actors who come with agents, managers, publicists and a much larger team.

Can you share a bit about the episodes you've already filmed and what you have in the works?
We had a couple of pilot episodes filmed before I came on board, which are available via social media platforms. READ MORE

Nancy Zwiers: Happy Birthday, Barbie!

March 9, 1959 is Barbie’s birthday. That was the day Ruth Handler, co-founder of Mattel, launched Barbie at the 1959 Toy Fair. Barbie’s initial reception in the male-dominated industry ranged from skeptical to utter rejection; a few buyers bought token amounts, but most chose to forego buying the doll at all. Afterall, Barbie was a “mature” doll (with adult proportions, no less!) at a time when little girls only nurtured baby dolls. 

But Ruth Handler was a visionary. She chose a different frame of reference than “dolls” when she recognized the potential of a “fashion doll” in a sea of baby dolls.  She stumbled upon the adult-targeted Bild Lili on a trip to Germany and, in a feat of lateral thinking, she figured that a three-dimensional doll girls could enjoy dressing would be more satisfying than the current paper doll offering. She was convinced that girls would feel empowered to play out their dreams of what it would be like to be a grown-up, and she had the power, fearlessness, and commitment to see it through!

Indeed, it is not surprising that such a bold innovation in girls toys was driven by a visionary female in a position of power.  (Half the toy industry’s target consumers are little girls, and many have yet to elevate women proportionately into the highest positions of decision-making power). READ MORE

Cartoon Lovers, Lexophiles & People in Need of a Smile!

Cartoon of the Week: Another wonderful cartoon submitted this week!

Do you have a cartoon, quote or a joke to share? Send it to Mary.

Memorable Quotes:  "The difference between doing something and not doing something is doing something." — James Corden

Toy Industry Word of Day:  If you can think of a toy/game industry word not in our POPDictionary, add it and we will connect it to you POP profile, feature it here in an upcoming week and on POP's homepage!

Happiest of Birthdays to our colleagues celebrating birthdays this past week

Adam Gogolski
Sherry Gunther Shugerman
Jack O'Dell
Jeremy Beckett
David McCord
Ralph Baer
David Laskowski
Arnold Thaler
Caleigh Crocker
Carla Morrow
Katharine Hadow
Mike Boyle
Collin Campbell
Brett Bognar

 

Financial, Legal and Tariffs

Lego reveals 2025 full-year results

The Lego Group delivered record results in 2025, achieving double-digit growth in revenue and operating profit.

24 States Sue to Block New Tariffs

Twenty-four states filed a lawsuit on March 5 to stop the tariffs that President Donald Trump imposed shortly after the Supreme Court blocked his earlier tariffs.

Court Orders Refunds for IEEPA Tariffs; Implementation Process Ongoing

On March 4, the U.S. Court of International Trade issued an order requiring refunds to importers of goods whose entries were subject to tariffs imposed under the International Emergency Economic Powers Act (IEEPA).

Nintendo Sues US in Hopes of Scoring Tariff Refund

The videogame maker on March 6 filed suit against the U.S. government in hopes of recouping the money it paid in tariffs following last month’s Supreme Court ruling that declared the levies illegal.

Why Tariff Refunds For Retailers Are Facing Delays

While the National Retail Federation calls on the government “to ensure a seamless process to refund the tariffs to U.S. importers,” the process appears to be anything but seamless.

U.S. Accuses 16 Trading Partners of Unfair Practices and Opens Investigation

A trade investigation focuses on the European Union, China, India and other countries and will likely lead to tariffs to replace those struck down by the Supreme Court.

White House Warns of Lengthy Tariff Refund Timeline

The White House is warning that businesses seeking tariff refunds may face a long wait.

Senate Passes Bill Prohibiting Ads Targeting Minors Under 17

The Children and Teens' Online Privacy Protection Act would expand the current federal children's privacy law by prohibiting website and app operators from serving behaviorally targeted ads to users under 17.

WEBTOON Loses Over $300 Million in Q4

WEBTOON reported the loss due to asset impairment charges, even as its operating results improved.

Diamond Creditors Request Consignment Inventory, Payment for Administrative Claims

Accusations swirl on mis-handling of the inventory and a secret deal between a secured creditor and the trustee appointed to administer the bankruptcy.

Stories, Comments, and Advice

Toy Barnhaus' March indie viewpoint Stephen Barnes and Mark Buschhaus review business at Toy Barnhaus in the run-up to Valentine’s Day and reflect on the toy fair season.
Gen Media on the significance of kidult consumers

Oliver Wood examines the ways in which kidults have become increasingly widespread in recent years, and how brands should target and capitalise on this important demographic.

Get involved in Toy World's Toy Story 5 supplement

The May edition will be accompanied by a dedicated, standalone Toy Story 5 supplement covering all the new licensed products being launched in time for the highly anticipated movie.

We Got Hooked on Fast, Free Shipping. Now Retailers Are Taking It Away.

As FedEx and UPS charge more, companies are trying options like ‘no rush’ delivery and fees to make us slow down. The surprising part: It’s working.

This Museum Is Using Pokémon to Teach Visitors About Fossils.

"Pokémon Fossil Museum" in Chicago compares "fossil Pokémon" from the popular franchise to the real-world creatures they're based on.

Submit Your New Products for The Toy Book’s Upcoming Issues!

Get in on the action with The Licensing & Entertainment Issue (May) and The Specialty Toys & Gifts Issue (June)!

Forget Influencers. Welcome to the World of the ‘Alternatively Influential.’

Talent agents are seeking out the internet’s erudite elite, promising marketers access to niche and engaged audiences far from the blast of social media.

History and Nostalgia

CBS Affiliates Premiere New Season of “Toys of Our Lives,”

Toys of Our Lives, a television talk show about toys, toy culture, and the stories behind the world’s most beloved playthings, returns for a new season beginning March 13 on CBS affiliates across 10 major U.S. markets.

Vintage Model Building: MG TC/TD from Ideal Toy Company

Watch Eric from the Celebrating Vintage Model Kits YouTube channel showcase the MG TC/TD assembly kit from Ideal Toy Company.

The Sunshine Family Home from Mattel

Released by Mattel in 1974, the Sunshine Family Home playset echoed the wholesome themes that defined the Sunshine Family line of dolls and accessories.

Score Four from Lakeside

Released in 1971 by Lakeside, Score Four (No. 8325) was a three-dimensional strategy game that challenged players to align four markers in a row within a vertical grid.

Licensing and Entertainment

Daddy Pig to run TCS London Marathon

In support of the National Deaf Children’s Society to help children like George, Daddy Pig will be running the London Marathon on 26th April.

Jakks Pacific announces global agreement with Sega for Sonic the Hedgehog 4

Jakks Pacific will design, develop and manufacture a range of Sonic the Hedgehog 4 products including action figures, plush, costumes and more.

Hasbro Reveals ‘Star Wars: Maul – Shadow Lord’ Action Figures

Hasbro expands its Star Wars: The Black Series action figure line with four collectibles inspired by ‘Star Wars: Maul - Shadow Lord.’

The LEGO Group Fuels up for F1 with Scuderia Ferrari HP Helmet Replicas

As the 2026 Formula 1 season builds up speed, The LEGO Group is launching two new model kits in honor of Scuderia Ferrari HP drivers.

Disguise Renews Licensing Deal for ‘Minecraft’ Costumes

JAKKS Pacific’s costume division, Disguise, renews its multi-year licensing agreement to develop ‘Minecraft’ costumes and accessories.

Planet Rights Expands ‘Talking Tom Heroes: Suddenly Super’ Licensing Program with Blues Group, Teddy Mountain

Apparel and make-your-own plush deals build momentum ahead of Character Options toy launch in the UK.

Bonkers Toys Lands Gorilla Tag Master Toy Deal as VR Gaming Crosses into Toys

Planned line of plush, figures, and collectibles aims for major U.S. retailers in 2027.

Fun In Motion Toys Secures Star Trek License for Shashibo Collection

The designs debut during the franchise’s 60th anniversary year.

Mattel Resurrects Coraline as a Monster High Skullector Doll

Mattel is taking a trip to the Other World to recreate Coraline as a Monster High Skullector Doll, and she's eerily eye-catching.

Analog Game Studios Licenses Kill the King for Pocketopia 2026 Launch

Compact 16-card deduction game heads to BackerKit’s curated crowdfunding event this May.

Dr. Seuss Enterprises and WildBrain Expand into Location-Based Entertainment

Dr. Seuss Enterprises is deepening its relationship with WildBrain CPLG to create immersive experiences based on the brand's wacky worlds.

Planet Hollywood Heads to Retail with Surge Brands

A new worldwide licensing deal will take the entertainment brand’s Hollywood legacy into fashion, collectibles, home décor, and experiential products.

‘Harry Potter’ Toy Company CEO Says ‘We Support Diversity’ When Asked About J.K. Rowling’s ‘Views Hurting People in the Fandom’

Hasbro CEO Chris Cocks defends partnering with Warner Bros to make Harry Potter toys tied to the new HBO series.

Toymakers Have an Appetite for Food and Beverage Brands

The combination of kidults and younger, social media-driven consumers is bringing food and beverage brands well outside the grocery aisle.

GAMA Expo 2026 News: Sirius Signs Licensing Deal with Middle-earth Enterprises

The licensing deal allows Sirius Dice to make and release an officially-licensed line of The Lord of the Rings games accessories.

‘Super Mario Galaxy Movie’ Casts Donald Glover as Yoshi

The newly announced cast members also include Luis Guzman as Wart and Issa Rae as Honey Queen.

‘Garfield’ Animated Series Ordered By Paramount+ With Lamorne Morris Voicing Famous Orange Cat

Paramount+ has picked up a new original 2D-animated series featuring the iconic lasagna-loving orange cat, voiced by actor-comedian Lamorne Morris.

LEGO announces new Mario minifigure

To celebrate the news that new Super Mario-themed LEGO sets are coming in 2027 The LEGO Group and Nintendo have finally unveiled a LEGO Mario minifigure.

Nintendo and Lego reveal new Luigi Mario Kart set for "Mar10 Day"

The other Mario brother is finally getting the deluxe Lego Mario Kart treatment, as previously teased.

Chainsaw Man part 2 is ending shockingly soon, surprise announcement reveals

Fans of Tatsuki Fujimoto will be in shock, as it's been revealed that part 2 of the Chainsaw Man manga will end in two weeks.

Jazwares launches official FIFA World Cup 2026 plush line

The officially licensed product range will bring fans around the world a winning line-up of competition-themed plush, including the highly anticipated official mascots.

‘Family Guy’ Spinoff ‘Stewie’ From Seth MacFarlane Gets Greenlit

The spinoff series has received a 2-season order from Fox for 2027-28.

Kanoodle Genius Makes Surprise Cameo on Apple TV hit “Shrinking.”

The game appears in the main character Jimmy Laird's office and is used by his client in the episode.

People of Play

GTN Entrepreneur Series: Marcus Blackwell Jr. of Make Music Count

Make Music Count is a math experience taught through playing piano. In lessons, students solve real math equations where the answers are musical notes to play on the piano.

Simm collaborates with Jeremy Robinson to develop product portfolio across UK/I market

The collaboration will see Jeremy Robinson bring his years of experience and contacts to the Simm Spielwaren brand.

Reesee Entertainment Names Pavel Jelšik Vice President of Global Sales

Toy industry veteran brings two decades of licensing and distribution experience to support global growth.

The Noble Collection Appoints Julian Montoya as President

Montoya will expand the company’s reach through strengthened partnerships.

Josh D’Amaro Sets New Leadership at Disney’s Lucrative Experiences Division

Disneyland president Thomas Mazloum will succeed D'Amaro as chairman, with Jill Estorino replacing Mazloum at Disneyland, and Lisa Baldzicki and Tasia Filippatos also getting new roles in the division.

5 Scoops with Persy: Julien Sharp

Persy chats with the Asmodee's Country Manager (US) about how they made their way into the industry and the advice they have for people trying to enter.

MrBeast is laying the groundwork for a new business helping others with ads and marketing

Top YouTuber MrBeast is looking to add advertising services to a growing number of ventures surrounding his media business.

From Basement Success to A Global Toy Company

The co-founders of ZipString talk about their journey of creating a popular toy company, and their newest product.

People Moves: Risa Petrone named marketing manager at AEG; David Bock joins NorthStar as marketing director -

Two more significant hires in the board game industry across the marketing side of the hobby.

Goro Abe has retired from Nintendo

Goro Abe, who is renowned for his work on the WarioWare series, has announced on X that he has retired from Nintendo after being with the Kyoto-based company since 1999.

Curious Universe expands European sales team

Curious Universe has announced the appointment of Dennis Maatz as Key Account Manager, supporting the company’s continued growth in the German market and across Europe.

Chris Byrne Shows Off Fart Yoga by Golden Bear Toys

This is a great reminder that not ALL products are good for or worthy of TV, but when they are demonstrable, visual and truly engaging, TV is still magical!

Stella McCartney Launches My Little Pony Collaboration at Paris Fashion Week

This collaboration presents My Little Pony as a symbol of childhood nostalgia and play becomes the catalyst for a fashion house built on creativity and compassion.

Companies and Brands

Spin Master and Hidden Pigeon Company Extend Mo Willems' Classic Book Characters from the Page to Play

The co-branded collection creates new, tangible ways for kids to interact with Willems’ characters across Spin Master’s toy and digital games portfolio.

Moose Toys and Tomy relaunch MicroPets

The new MicroPets are targeted towards kidults through a mix of interactive technology and Japanese kawaii culture.

Lego keeps beating the toy industry. Its secret weapon is not what you'd expect

The brickmaker’s advantage comes through a combination of trendspotting and a streamlined supply chain.

Gracious Living Announces Acquisition of American Plastic Toys Intellectual Property

Gracious Living is honored to carry this 60-year legacy forward, ensuring that these legendary products—from classic sand pails to full kitchen play sets—continue to be a part of the childhood experience for generations to come.

Pokémon Saw Strong Retail Year in ’25

2025 showed strong sales and record-breaking growth across Europe for the Pokémon Trading Card Game (TCG) and toy ranges.

Cake takes strategic stake in KidsKnowBest

The strategic partnership between Cake and KidsKnowBest unites data, community and IP to build the next generation of youth brands.

Craze Toys refreshes its Craze Magic Dough range

The popular Craze Magic Dough range is getting a completely new look, creating fresh purchase appeal and even more play value.

Bandai Namco Brings Gundam to the Tabletop with New Game

Bandai Namco is making Gundam into a tabletop game with Gundam Assemble, which will launch later this year with starter sets.

Nintendo Celebrates MAR10 Day

Special in-store events, sweepstakes, and in-game activities honor 40 years of Mario.

Tabletop game marketing specialist OffDutyNinja acquired by Game Brands -

ODN's work over the years has included crowdfunding and marketing support for companies such as Roxley Games, Indie Boards & Cards and Stronghold Games, Devir North America and Allplay.

Elf Creek Games back to profit after John Coveyou-led restructure, begins fulfulling overdue Kickstarters -

The publisher has broken a three-year run of losses since bringing in John Coveyou to restructure the company last July.

Schylling CEO Reveals Secrets Behind NeeDoh's Popularity

Schylling's CEO reveals the secrets behind the sensory toy brand's popularity.

Gaming: Digital, Video, Hardware, and Development

Scopely hits $15 billion in lifetime revenue

The mobile behemoth is also boasting 150 billion hours of playtime.

Nintendo has jumped 18% this week as a surprise Pokémon hit drove hope it could boost Switch 2 sales

"Pokémon Pokopia" is only available on the Switch 2, with Nintendo's share price rally this week built on hopes this might drive sales of the flagship console.

Bafta Games Awards 2026: Expedition 33 lead nominations

The French-made role-playing game picks up 12 nominations at the ceremony celebrating video games.

Pokemon Pokopia has topped 2.2M sales in four days

Nintendo has shared the milestone that Pokemon Pokopia surpassed 2.2 million sales in its first four days since launch.

Xbox Project Helix won't be in developers' hands until 2027

This casts some doubt on Microsoft's reported ability to ship the next Xbox in late 2027.

Safety and Regulatory

Online age-verification tools spread across U.S. for child safety, but adults are being surveilled

New age-verification laws and tools are designed for child safety on social media and the internet, but adults are in the crosshairs, say privacy experts. 

Associations, Foundations, Shows, Awards, Events, and Festivals

The Toy Association™ Launches Toy Fair® University ‘Spring Semester’

The Toy Association™ is making Toy Fair® 2026 educational programming available, starting March 9 on ToyFairNY.com, LinkedIn, and via email.

GEO is the New SEO: How this Strategy Fits into Product Marketing (April 2 Webinar)

Registration is now open for an upcoming Toy Association webinar that will explore how artificial intelligence is transforming the way consumers discover products online.

Icecat makes its debut as official sponsor of Shoptalk Europe 2026

Icecat has announced its debut as the official sponsor of Shoptalk Europe 2026, taking place in Barcelona from 9th to 11th of June.

Taste of Toy Fair 2026

Another New York Toy Fair is in the books. It seems the overall consensus was one of relief and cautious optimism as 2025 moves further into the rearview mirror.

Asmodee hosts second Star Wars Unlimited influencer event

Influencers gathered at Disney headquarters to get a first look at A Lawless Time, the latest edition of popular TCG, Star Wars Unlimited.

Registration is Open for POP Week 2026

People of Play’s Annual Fall Events Will Bring Together Inventors, Influencers, Consumers, Media, and Industry Leaders from Around the World.

Spielwarenmesse eG supports nationwide education initiative Media Smart

Sponsoring membership backs nationwide initiative helping children understand advertising and digital media.

GAMA Expo 2026 News: The Academy of Adventure Gaming Arts and Design Will Induct Three

This year's class of inductees features two game designers and an artist.

US board game stores seal another clean sweep in latest GAMA Power Retail Awards -

Arizona-based Silver Dragon Games scooped Retailer of the Year at this year's awards, adding to the Innovation In Games (Retail) and Outstanding Store Design titles it won at the same awards in 2024.

Entries open for The 2026 Outdoor Toy Awards

The 2026 Outdoor Toy Awards will see children and kidults celebrating the best Outdoor Toys across 10 categories.

Licensing Expo 2026 Puts Meeting Planning in Motion

Informa Markets launched the scheduling platform early, giving attendees a jump on booking meetings before calendars fill.

Off to the Races: Submissions Open for 2026 Hot Wheels Legends Tour

The Hot Wheels Legends Tour is on the road again. Mattel and Mobil 1 have opened submissions for the ninth annual traveling car show.

Reimagined GDC Festival of Gaming Opens for a Week of Discovery and Celebration in San Francisco

The 40th Edition of GDC Returns in and Around Moscone Center with Expansive Roster of Networking, Presentations and Activations for the Entire Game Industry Ecosystem.

Toy Fair New York: A Photo Journey

Every year, the aisles of Toy Fair New York burst to life with color, creativity, and the next big ideas in play.

Breaktime: The Worldwide Tic Tac Toe Championship Invades SXSW with Week-Long Tournament Activation

The Worldwide Tic Tac Toe Championship hits South by Southwest March 12–18. Play live, climb the leaderboard, and see the global winner crowned March 18.

RIP - Rest in Play - Remembering Those that have Passed

Corky Philip H. Steiner

Corky was born into a remarkable legacy. His father, Phil Steiner, helped build Kenner Toys into one of the most creative and influential toy companies in America. Corky treated his family’s legacy as something to protect and to carry forward. Corky began his distinguished career at Kenner in 1967, and he rose the ranks at Kenner and Hasbro Toys, holding multiple executive roles, including most recently, VP of Hasbro Toys - Latin America. Kenner was built on imagination—the belief that play matters, that creativity matters, that childhood matters. He was 83.

Worldwide Magazines Weekly Top Stories

Some stories added Friday afternoon. Check Back for Complete Lists.

Toy Trade Monthly & Special Issues​​​​​​​​​​​​​

 

Adventure Media & Events (US)​


 

​Toyworld (UK)


 

Licensing.biz Powered by Toyworld


 

ICv2: The Business of Geek Culture (US) 

 

 

Nación Juguetes (Mexico, Peru, Argentina, Chile & Spain)​​

 

 

Global Toy News​​​ 

 

 

The Bugg Report (Australia)​


 

The Toy Universe (Australia)

 

 

​hobbyDB

 

​​​​​​​​​​​​​​​​​​​​​​

BoardGameWire​​

 

 

Toy Store (Italy)

Video of the Week

Throwback: The Donna Drake Show Welcomes TOYS OF OUR LIVES PILOT Official

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