The Toy Book

The agreement marks global expansion for Scentco’s novelty brand.

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New sets spotlight Messi, Ronaldo, Mbappé, and Vini Jr. alongside global fan activations.

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The transition keeps succession in-house as Mattel evolves its commercial playbook.

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The lineup will roll out onto shelves starting July 1.

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The founder of Atari and Chuck E. Cheese joins his son, Brent Bushnell, at the company.

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The new platform delivers original youth-focused content.

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This collab is a critical hit.

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The expansion brings IP-driven content and additional languages.

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The fashion-forward doll joins the North American market.

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The Toy Association returns with a kid-focused activation tied to America’s 250th.

The post First Lady Melania Trump Reveals 2026 White House Easter Egg Roll’s Playful Participants appeared first on The Toy Book.

Streaming, new series, and film labels position the franchise for international growth.

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License Global data points to growth across toys, food, and digital-first IP.

The post License Global’s Top Agents Report Shows Notable Gains in Toys and Games appeared first on The Toy Book.

Bids Due in May as Restructuring Moves Forward

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Players put their Pokémon trivia skills to the test with this game.

The post Gotta Guess ‘Em All: Hasbro Launches Guess Who? Pokémon Edition appeared first on The Toy Book.

Remy Hilpp, Kate Hunt, and Britta Larsen stood out among more than 130 submissions from inventors worldwide.

The post EXCLUSIVE: Hasbro Names 2025 Women Innovators of Play Design Challenge Winners appeared first on The Toy Book.

It’s a-me, Monopoly.

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Licensed hits, functional turntables, and blind-box appeal...

The post MGA Entertainment, Bravado Crank Up the Jams with Miniverse Real Music appeared first on The Toy Book.

Nintendo expands Switch 2 titles while Outright Games adds fresh content across its lineup.

The post New Releases, DLC, and Live Updates Drive a Busy Week in Gaming appeared first on The Toy Book.

The limited-time event will open this Friday.

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From vehicles to bedding, the Hot Wheels brand is on the move.

The post Target to Launch Hot Wheels By Pillowfort Collection  appeared first on The Toy Book.