What is innovation? It’s a question that comes up again and again year after year as the global toy industry comes together to share insights. The word “innovation” is everywhere. Manufacturers seek it. Retailers need it. And the consumer – it depends on the mood of the day.
At its simplest, innovation is a new idea. As the saying goes, “Build a better mousetrap.” Innovation can present opposing ideals at a more complex level; think of it as high tech and low tech. The next great toy could use technology we’ve never heard of, or it could be as simple as stickers on a roll – a sticky paper roll.
Over the next few months, countless meetups will provide countless opportunities to discover new products. Whether it’s a show in Hong Kong, London or Nuremberg, the Toy Festival in Las Vegas, the New York Toy Fair, or one of the many regional trade shows and gift shows, manufacturers and retailers will be discussing and collaborating.
Product discovery can begin in the pages of this magazine, as dozens of manufacturers proudly submit what they consider to be the most innovative products. Are they really innovative? Like beauty, it depends on the eye of the beholder, and your mileage may vary greatly.
World-renowned
Our international innovation issues continue, as we get the latest from Chris Byrne on Hong Kong, Tony Bugg on Australia and the Spielwarenmesse eG team on Nuremberg. Circana examines Stat Shot data from the U.S., Canada, Mexico and Brazil, while our first Canadian Toy Book column features insights from Jazwares’ Daren Brandman and an update on duty-free toys (yes, you read that right) ).
Back home, Toy Insider co-editor Marissa Silva met with preschool superstar Rachel and the Spin Master team to discuss the development of a new toy line, while associate editor Samantha Connell discussed the digital pet renaissance and new products in the space.
40+ Years of Gaming Pulse
This issue marks the beginning of a new chapter in The Toy Book. Our first issue of 2025 has concluded with a landmark 40th volume, and our growing team is back in the lab working on The Big Toy Book, which will be unveiled at the New York Toy Fair on March 1 debuted on.
The annual “Bible” will provide insights from the industry’s top thought leaders while honoring the winners of Toy Book’s inaugural “Pulse of Play Awards.”
With many new products set to hit the market later this year, 2025 will be a turning point for the U.S. toy industry. While 2024 figures won’t be finalized until later this month, 2025 is expected to be a historic year that could theoretically return the industry to real growth.
President Donald J. Trump’s return to the White House brings a new administration and a variety of uncertainties, led by the possibility of tariffs. At least, that’s what happened with tariff negotiations – lots of negotiations resulting in a lot of unnecessary work and expense. On a larger scale, they can have disastrous consequences, especially for small and medium-sized businesses, which cannot afford the loss of sales due to higher prices and within their already slim margins. cost. It’s a sense of deja vu circa 2019; nearshoring and reshoring is a hot topic, and more and more companies are actively seeking production capacity outside of China.
In the meantime, you can find members of The Toy Book team at many of the industry’s largest trade shows and special events. We’re looking for the same thing as all of you: innovation.
Let’s rock 2025 together and make this the year that lasts!
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A version of this feature was originally published in The Toy Book’s 2025 International Innovation Issue. Click here to read the full article! Want to receive a printed copy of The Toy Book? Click here to view subscription options!
