Editor’s note: Playing from coast to coast

I once said that Los Angeles is my second home.

Years ago, long before I took this gig, I spent a lot of time in Los Angeles. My early travels were driven by creative pursuits as an actor, screenwriter, and musician. My subsequent experience was mainly in business, specifically media, marketing and consulting.

Who knew that the toy industry’s organic migration to the West Coast would eventually bring new twists to life’s adventures? To me, it all feels right, as if the relentless pursuit of many seemingly unrelated interests led to this moment—a serendipitous synergy that gave rise to a new story yet to be told.

In short, the Los Angeles fall toy preview is encouraging.

Our Toy Book team, including Vice President and Group Publisher Jackie Breyer, Executive Director of Sales and Marketing James “JD” Devin, and myself, headed into the Los Angeles area with a Toy Book jam-packed with new issues to stay in NDAs were signed for a bunch of toy books, each in exchange for early access to new toys and games set to launch in fall 2025 and beyond.

While some of these products won’t be able to make it to the New York Toy Fair (lack of retail purchase will result in toys failing), I believe the industry is ready for next year’s big holiday season.

I’m not criticizing this year’s product assortment – after all, Q4 starts in a week and the industry needs some kick – but next year looks great. In an industry where “fresh” and “innovative” are constantly becoming buzzwords (and sometimes more talk than action), it’s good to see exciting things on the horizon. Many companies have not only improved their competitiveness, but have done so while controlling costs. Barring any weird unforeseen circumstances (I’m looking at tariff conversations again), kids and families can look forward to some incredible new toys and games, many of which are great value for money. Of course, MSRP is undoubtedly subject to change.

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new noise

In addition to the lively industry events, they include the Toy Foundation’s Party with a Purpose (celebrating funky covers of Blues Traveler’s “War Pigs” and “The Devil Went Down to Georgia!”) and Women in Toys, Licensing & Entertainment At the party at the Wonder Woman Awards, the decentralized nature of this year’s preview became a hot topic as buyers and others sought to find multiple rental spaces in El Segundo while also seeking to own properties throughout the greater Los Angeles area. The permanent space showcases existing toy and game manufacturers including JAKKS Pacific, Jazwares, MGA Entertainment, Moose Toys, Spin Master, Wham-O and ZURU. By the end of the trip, I could have written a book called Uber in El Segundo.

On one side of town, 1960 on Grand, centered around Mattel, has grown into a vibrant hub of activity, filled with friendly faces and quality products from dozens of companies. The work of John Ollen and Jonathan Busher is being noticed and appreciated as the “New Toy Building” houses new amenities, including exterior signage for Connetix and Sunny Days Entertainment, which Both companies have built beautiful ground floor showrooms.

Other locations, including Regus, OPEN and Spaces at OPEN, were also bustling with activity, albeit feeling more “boring” than the 1960 Welcome Hall. 3 to 5 year lease.

Moving on, this year’s big wild card opens the door, with the Toy Association hosting its first official Los Angeles Fall Preview in a three-story building across from Los Angeles International Airport. As I walked around the association’s space, there was an incredibly positive atmosphere—a welcome change in recent years—and I spoke with the Toy Association’s new president and CEO, Greg Ahearn; It was a great meeting with People of Play founder Mary Couzin (stay tuned for more information from now on). Although advertised as an appointment-only event, nearly all exhibitors were accepting walk-ins, and some noted that their appointment slots were not as full as they had hoped, but they remained optimistic. That said, I believe the lessons learned this year will have a positive impact on future events in El Segundo, perhaps including moving the association to a space closer to other complexes. There’s some real potential here and I’m excited to see it.

We also learned a few things after creating the print catalog at The Toy Book’s Los Angeles Fall Toy Preview, which included a request from international sourcing expert Thierry Bourret to bring it out next year (note !

With the number of exhibitors jumping from about 30 a few years ago to nearly 300 this fall, many international manufacturers have settled in El Segundo with the goal of establishing or growing business in North America. Companies such as Addo Play, Spinnovation, Heathside Trading and Blokees are just a few of the companies that are influential and likely to make a splash in the coming year.

The next wave of super franchising comes from digital

A personal highlight of this year’s preview occurred on September 12, thanks to Steven Ekstract, Genna Rosenberg, Sid Kaufman and the rest of the staff at the X Tracks Forums Licensing Futures Summit hosted by United Talent Agency in Beverly Hills.

I’m honored to be joined by Bruce Gersh (Paris Hilton’s 11:11 Media), Adam Goodman (Skibidi’s INVIZ) and Elie Dekel (Dekel Brands) to talk about the next wave of big franchises emerging in digital-first content.

This timely panel comes on the cusp of a revolution that I believe will force the toy industry to accelerate speed to market. Collaboration between content creators, toy manufacturers and retailers will be key to success as audiences seek seamless opportunities to interact and play with their new favorite brands. But they won’t wait. They wanted a fully developed world with thoughtful toys, games and publishing tie-ins. If these don’t exist, either create them yourself or move on.

Skibidi toilets and Awesome digital circus These are just two examples of brands that are about to explode in popularity, and the world is taking notice. For those playing at home, Bonkers Toys has a Skibidi toilet on the deck, while Moose Toys joins the circus.

Connect the past, present and future

While our industry is steeped in tradition, sometimes old walls have to come down to make way for a new era. It’s happening now, with industry legends past and present joining forces to lend a helping hand to those taking their businesses into the future. There’s no better example than the Otis College of Art and Design Toy Guild’s Blender.

The hands-on creativity on display in the student gallery is amazing. Even now, as the definition of “game” evolves and companies turn to dubious artificial intelligence to produce new, untested product ideas, children are still learning to ensure that humanity remains the guiding force in creating new gaming experiences. way to express yourself for the future. Yes, technology will evolve and hopefully serve as a useful set of tools, but the real creators must guide the project. With these talented students, the future of the industry will be even brighter!

Return to New York

After a week in Los Angeles, I stopped by the Third Coast (Chicago) before reuniting with our Toy Book team at Adventure Media & Events (AM&E) in New York City. Last week, our sister publication The Toy Insider launched its 19th annual Holiday Gift Guide during the Holiday of Play, the unofficial kickoff to the toy industry’s holiday sales season.

In a packed room, top press, press, content creators and social media influencers got hands-on with products on The Toy Insider’s legendary Hot 20, STEM 10 and 12 Under $20 lists, all presented on NBC TODAY’s exclusive reveal was revealed in the hours leading up to the event.