As President Donald Trump and Chinese President Xi Jinping prepare to meet at the White House on September 24 for a bilateral summit, The Toy Association™ continues to advocate on behalf of the toy industry for toys to be excluded from tariffs by the U.S.-China Board of Trade.

The toy retailer is making a major brick-and-mortar push with 120 locations opening across the U.S.

Should you bring back that nostalgic brand?

The fund behind toy manufacturer Lego A/S is stepping up investment in plastic recycling technology as Europe prepares to implement stricter new recycling regulations.

Mattel used the Goldman Sachs Global Consumer and Retail Conference to outline a business that is benefiting from a strong toy market while also spending heavily to reshape how it grows.

Anthony Moisant spoke with WSJLI President Alan Murray and said the company now has “more agents than employees,” highlighting how quickly AI agents are becoming part of everyday business operations.

A letter from a Republican and a Democrat asks the agency to determine whether the retail giants properly moderate country-of-origin claims.

Holiday spending is rising, but inflation and greater selectivity are reshaping how consumers define value—and how retailers must compete.

The 2026 Wishlist winners include products from brands such as Pokémon Center, Ravensburger, Tomy, Tonies, Funko and more.

An early look at The Toy Insider's 2025 picks for the hottest toy trends of the holiday season!

Having arrived back from a lovely holiday in Crete earlier this week, it seems like the seasons changed while we were away – summer is well and truly over and the countdown to Christmas is now very much on.

Toy World’s Caroline Tonks speaks to experts from Generation Media, SuperAwesome and Hoopla Digital to get to the bottom of what is crucial for maximising 2026’s Q4 campaigns.

See which board game holds a monopoly in your home state according to new ranking data.

Sangita Sivanesan, Director of Client Services, discusses the importance of trust in the digital age and how crucial it is for engaging with the Gen Z audience.

Asha Bhalsod explains why treating Amazon as just another retailer overlooks its rich source of customer insights.

Toy Barnhaus’ Stephen Barnes and Mark Buschhaus discuss the latest releases pushing up footfall in their stores, which products they have their eyes on in the run up to Christmas and more.

Following success across multiple categories with licenses like ICEE, Harry Potter, and NASA, the company expands its U.S. business with a focus on gaming.

Test your toy knowledge with Wendy Smolen's latest Pop Quiz!

Mixue floods China’s smaller cities with 45-cent soft-serve cones and has more stores than McDonald’s.

Some social media users are swearing by a way of avoiding ads on Pinterest, WSJ Leadership Institute’s Megan Graham reports.

For any giftgiver who has ever handed a kid a toy — any toy, from a $2 bath duck to a $200 robotics kit — there’s a very good chance they could trace its birth certificate back to one place: Chenghai.

Listen is as Chris talks to entrepreneur Dee Dee Wright, founder of Purpose Toys and the Black doll brand Naturalistas.

Jessica Kelly, senior director, consumer products, EMEA, Mattel shares how Mattel implements strategic partnerships, multi-platform integration and sustainability for its franchises.

Whether you played it in the back of your classroom or on your computer at home, if you were a kid in the last 30 years you almost certainly grew up playing The Oregon Trail.

"The first console I ever bought, it was hyped as a threat to the PlayStation, then mocked as a flop. But now, as it marks its 25th anniversary."

A 1962 brochure from Kenner for the Motorized Home Workshop, a battery-powered woodworking set featuring seven miniature power tools.

Watch Eric from the Celebrating Vintage Model Kits YouTube channel showcase the Human Eye kit from Pyro.

Released by Ideal in 1964, the Weird-Ohs Helmet was a wearable toy inspired by Hawk Model Company’s popular Weird-Ohs model kits.

The Lucas Museum of Narrative Art invites guests to journey through visual storytelling history, tracing it from prehistoric times to the modern day.

McDonald’s latest Happy Meal is a treasure chest for "SpongeBob SquarePants" and "One Piece" fans.

Snoopy's Joe Cool and Woodstock will debut as a giant balloon in Macy's Thanksgiving Day Parade's 100th march.

Netflix has announced three new adaptations of Sega games: a Crazy Taxi film, a Sonic animated series "built for kids who want to feel a little edge," and a live-action movie based on the upcoming Stranger Than Heaven from Yakuza developer RGG Studio.

Everything seen so far of animation studio Laika's next movie, Wildwood, has given plenty of reasons to be excited, and the film’s final trailer is no exception.

Following the series' effective cancellation earlier this year, the BBC is now searching for a new production team for a reboot.

The licensing deal brings Fuggler’s brand to gaming, collectibles and novelty products across the US, UK, Europe and beyond.

The partnership will bring Bluey to five of Mattel's franchises this autumn: Barbie, Hot Wheels, Fisher-Price, Polly Pocket and Uno.

The partnership brings animated, educational programming to the streaming platform.

Cottage Door Press's Cottage Door Baby encourages early literacy with 30 book titles that support developmental needs and milestones.

In honor of Transformers Day 2026, The Noble Collection is teaming up with Hasbro to bring the bots to bookshelves worldwide.

Authentic Brands Group is stepping into a partnership with Leomil to create a new line of Care Bears-inspired footwear next year.

The partnership spawned Swapped, one of the streamer's most-watched movies of all time, but the move will free up Paramount to put more films in cinemas.

The agreement, which includes a new preschool animated series and live-action content, is the latest in a growing pipeline of creator-driven partnerships at the Mouse House.

Kravitz is the second ‘Kenbassador’ for the toy brand.

The Diablo video game is coming to Netflix. Blizzard Entertainment chief Johanna Faries revealed at BlizzCon in Anaheim Saturday that the streamer is adapting the game as an animated series.

Mattel Studios boss Robbie Brenner has talked about a sequel to the hit live-action movie and said: "We all want to see the Barbie sequel," she said. 

Disney has struck a K-Pop deal with Kakako in Korea as it seeks the next 'KPop Demon Hunters'.

Spotify is rolling out a setting that lets parents keep their kids' music from influencing recommendations, listening insights and Wrapped.

Gonzalez takes charge of a business with years of falling revenue - as well as a run of promising crowdfunding successes.

After 20 years growing the UK Games Expo into one of the largest tabletop gaming conventions in the world, founders Richard Denning and Tony Hyams are preparing for their eventual exit by bringing in AireCon co-founder Mark Cooke as operations director.

Successful applicants receive months of training, industry access and networking designed specifically for retailers interested in developing brand licensing strategies.

After five years working within the Orchard Toys marketing team, Chloe will be stepping into the role of Marketing Manager.

As Their New Senior Vice President, Route to Market, Americas

The 2025 Young Inventor Challenge brought together children and teenagers from around the world to showcase original toy and game concepts and compete for recognition from professionals in the industry.

Children's clothing brand Carter's is announcing a rebrand as it tries to keep up with the modern parent and its core customer base.

The department store is bringing the brand to more stores and adding an exclusive collection. Meanwhile Sephora at Kohl’s sales are down this year.

The retailer is highlighting its shop-in-shops with Google and Meta as a way to entice holiday shoppers into stores this season.

American Girl introduced Daisy Davenport as its 2027 Girl of the Year doll, as Mattel continues to celebrate the iconic brand’s 40th anniversary.

Joeri Hoste joined Exploding Kittens to lead its international business in 2020, following multi-year stints at companies including Hong Kong based board game publisher and manufacturer Ooba Games.

The new Pokémon TCG set isn't the only hot 30th anniversary release happening in 2026

Plush Toys, Figures, and More Inspired by the Beloved World of Hello Kitty and Friends to Launch in Europe, the Middle East, and Africa

Viral TikTok star, The Rizzler, is bringing his signature Rizz Face to a collection of licensed plush, figures and accessories.

The Trafford Centre store will be the first location of The Entertainer's new DropZone concept for the Kidult and Collectibles categories.

From 13th September on, Mon Ami's range of soft toys will see a nationwide launch both in-store and online.  

The new integration builds on Precisify’s 10+ year relationship with YouTube, helping brands connect creator-led attention with audience insights and measurable business outcomes.

Barbie is celebrating the 25th anniversary of Barbie in the Nutcracker with immersive fan experiences, global partnerships and festive activations.

The Entertainer has announced a relaunch of the construction toy Meccano, with the arrival of 22 sets across four reimagined ranges.

THG Commerce will be responsible for The Entertainer's digital experience, making discovering and buying toys easier, more inspiring and more personalised.

The new early learning assortment brings the exploration brand into the infant, toddler, and preschool space.

The limited-edition set pairs modern and vintage-inspired tanker trucks.

WildBrain CPLG has brokered new collaborations spanning multiple categories and location-based entertainment.

After years of helping companies get their toys into retail, Traverse Group is taking the next step and developing a portfolio of its own.

Disney Store has revealed a holiday toy lineup filled with characters, properties, and formats for fans of all ages.

Sugar Pop expands the company’s growing compound and sensory portfolio following its acquisition of Joker AG.

Integrity Toys is celebrating the legacy of Dolly Parton with three high-end collectible dolls, the first of a new series titled Dolly Dolls.

Hootenanny Games debuts Mahjong Playing Cards, bringing new aesthetics and travel-friendly features to the beloved pastime.

These posts were done without permission and do not represent the Transformers brand or Hasbro.

Conversational ads inventory will be available as a managed service via Amazon DSP, but OpenAI will handle placement through its own systems.

Little Tikes is launching a Cloud Collection with iconic toys in neutral white tones, reflecting a shift towards minimalist trends in home design.

The new in-house concept is described as a "reimagined beauty destination featuring an expertly curated assortment of more than 1,600 products from 90 prestige, emerging and global brands – most new to Target."

Treasure Trove’s newly assembled advisory board is another strong signal that the collectibles business is moving deeper into the territory traditionally occupied by alternative investments.

The launch of ToyVerse is notable because this isn’t a startup entering the toy business from scratch.

10 years after the last StarCraft II expansion pack the series is finally being brought back to life.

The accessories would likely be sold under the Beats brand.

Valve is finally releasing its Steam Frame headset, which can run both flat and VR games locally and stream both kinds of games from your PC.

The indie studio has downsized significantly in recent years and has now reached an existential crossroads.

'This investment gives us the resources to bring active play to millions more families around the world.'

The distinctively British RPG is returning courtesy of the makers of Forza Horizon – with comedy talent such as Richard Ayoade and Natasia Demetriou voicing sweary characters.

The official Fortnite X account has announced that Sora from the much-loved Kingdom Hearts franchise will be arriving in the free-to-play game this week.

Ubisoft has sadly announced that Rayman Legends Retold has suffered a delay and will now be released on 3rd December for extra polish.

In the lead-up to Tokyo Game Show, SEGA revealed the first free character of Year Two for Sonic Racing: CrossWorlds – Bayonetta – in their new video trailer.

Sadly Nintendo’s mobile title Mario Kart Tour is being shelved but to celebrate the game Nintendo has put together one final anniversary tour for players to participate in.

The much-loved Dragon Quest series has not only been celebrating its 40th anniversary but Square Enix has announced today that the franchise has now sold over 100 million units worldwide.

The Japan Game Awards 2026 recently happened to kick off the annual Tokyo Game Show and it was a grand event with some well-deserved winners.

The Kwaaks! makes its mobile debut, Barbie gets scrubbed into PowerWash Simulator 2, and Switch 2 adds a slate of major new releases.

Blizzard will launch "World of Warcraft Forever," a game set during the first year of the original 2004 "WoW," Nov. 4.

The Customer Appreciation Sale is Nintendo's way of giving back to US gamers.

As the holiday season approaches and caring gift-givers search for safe, quality toys that spark imagination and important early skills, there’s no better time to discover Jasey’s Toy Chest. Founded and run by Brian and Lauren Bernstein, this family-owned brand was built on a deeply personal purpose: to honor their late son, Jason (“Jasey”) Bernstein, support youth mental health, and help other families find joy, resilience, and connection through play.

On September 10, California Governor Gavin Newsom signed AI companion chatbot bills SB 867 and SB 1119 into law. Read further for what toy companies should know.

180 toy manufacturers have urged the European Commission President to use the European Product Act to ensure someone in the EU is always accountable for products sold online.

LA Fall Preview® Market Weeks officially kicked off yesterday (September 14), welcoming the global toy community to El Segundo, California, for two weeks of product previews, business meetings, networking, and industry events.

The Toy Foundation™ (TTF) is on site at The Toy Association’s LA Fall Preview® Market Weeks (September 14 to 25) with opportunities for the industry to come together to give back to children who need it most.

Registration is now open for an upcoming Toy Association webinar that will help toy industry professionals navigate the rapidly evolving artificial intelligence (AI) landscape and understand how to productively use the technology for their businesses.

Twelve finalists are vying for induction to the 2026 National Toy Hall of Fame at The Strong National Museum of Play in Rochester, New York.

The Spielwarenmesse ToyAward allows companies to enhance the appeal of their product and ensures attention from retailers and industry professionals.

The Pop Insider is launching its second annual Collectors' Choice Awards, dedicated to all things pop culture merchandise.

The worker-management title triumphed amid strong competition from titles including Galactic Cruise - which already has the Dice Tower Awards game of the year and Golden Geek heavy game of the year to its name, and is one of the three finalists for this year’s Deutscher Spiele Preis.

Global Trading Card Powerhouse Celebrates One Superfan-Fueled Year with New Cards, Collectibles and Four Days of Can’t-Miss Experiences

Four days at the NEC revealed retailers looking beyond traditional categories, prioritising distinctive products and stronger supplier relationships as they plan for Q4 and 2027.

The nationwide campaign will feature a dedicated front-of-store destination in all The Works locations for some of the world's most recognisable children's brands.

Universal is bringing its entertainment portfolio to BLE 2026, showcasing popular properties such as Shrek, Gabby's Dollhouse and Fast & Furious.

The 99th person to order Pocher’s 1:4-scale Ducati motorcycle won a coveted meet-and-greet with Carl Fogarty at an exclusive London event.

The refreshed experience at FAO Schwarz New York features four new exclusives.

Excitement is building for Game Store Day as the tabletop industry comes together to celebrate local stores, welcome more players, and create memorable experiences on November 7.

The Boston Children’s Museum exhibit stars Mo Willems characters.

Retailers, buyers and industry insiders from around the world will come together at Spielwarenmesse to discover the year’s new products, make contacts and initiate business.

In an eleventh-hour, stage-and-screen-worthy plot twist, NEURODIVERGENT VOICES IN PLAY (N-VIP) elatedly announces its judgeship for the second annual Kidult Awards.

The 2026 Wonder Women Awards celebrated outstanding leadership and achievement across the global toy, licensing and entertainment industries.