The company kicked off its Star Wars Most Wanted campaign and previewed new Grogu toys.
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Figures inspired by Helldivers 2 and God of War arrive this year as the company prepares to relaunch Q-Figs collectibles.
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These collectible dogs, dolls, and charms are pretty in pink.
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These surprise toys launch at retail next month.
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The inspiring dolls will be available this July.
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New additions feature heroes like Daredevil, Thor, and Black Widow.
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The new additions are available at Target and Amazon.
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Attendees can check out Mattel's latest offerings at the Javits Center's River Pavilion.
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The company heads to Toy Fair New York with an expanded portfolio and a marketing partnership.
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New global licensees enter the arena as the franchise gears up for the 2026 World Championships.
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Along with new pets and habitats, the collection features a collaboration with Like Nastya.
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New action figures, vehicles, and role-play items debut at Toy Fair this weekend.
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David Marshall and Todd Gallina, acclaimed animation veterans, are tied to this project.
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The figures are based on the artist's iconic graffiti art.
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Products rollout next year and are tied to upcoming film releases.
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New items feature collectibles from entertainment, gaming, and sports.
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The partnership will develop a standalone brand inspired by the influencer.
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The licensed games and accessories will launch later this year.
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Two waves of Shrek merch will launch in the next two years.
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Inside the strategy driving diversification, faster innovation, and a collector-powered future.
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The Official Trade Publication for the North American Toy Industry
