Licensing and collaboration deals involving mahjong sets are proliferating as the pastime continues to gain popularity beyond its home region of Asia, including in the U.S. market. The properties dipping their toes into the category are expanding beyond the art, lifestyle, and fashion labels that first gained a foothold and remain common partners. Meanwhile, the […]
Archive | Toys/Games
Squeezing Out the Licensing Potential of Squishies
Squishy toys have spiked in popularity this year. These playthings have a number of characteristics that are appealing to Gen Alpha consumers and beyond, including their stress-relief properties, their Asian-influenced look-and-feel, and their collectibility. Circana credited squishies, in part, with propelling the 13% increase in dollar sales in the U.S. toy industry in the first […]
Long, But Not Forever
Over the holidays, the news came out that Paramount Consumer Products and its Teenage Mutant Ninja Turtles are parting ways with licensee Playmates when their current agreement expires at the end of 2026, closing the latter’s 38-year run as the property’s master toy partner. The end of the relationship is significant not only for the […]
These Toys Are Works of Art
Toys have long been part of the world of museum licensing — the latter a sector that has, overall, been expanding greatly in recent years — yet they remain a relatively small part of most institutions’ brand-extension efforts. That said, a number of high-profile deals have come to light this year in which leading museums […]
In the Mood for Mahjong
Mahjong, the classic Chinese tile-based strategy game, has been surging in popularity in the U.S., especially among female-skewing gen X and millennial consumers. There are many global versions of the game, with most in the U.S. playing an American version that differs slightly from the original. The trend has been fueled by exposure on TikTok […]
Rubbing Shoulders with Plush Greatness
By Karen Raugust on September 4, 2025 in Accessories, Character/Entertainment, Licensing, Toys/Games
An article last week in The New York Times detailed how Disney theme parks’ adult superfans are embracing shoulder plush of Disney characters as their go-to accessory during their visit. The product was introduced in 2018 with a Baby Groot version, according to the article, and there will be 45 different versions across all the company’s […]
Toys, Tariffs, and Turbulence
As many of the Trump Administration-dictated tariffs are set to go into effect later this week, it seems like a good time to take a macro-level look at what’s happening in the toy industry, realizing that this is a snapshot in time and that the landscape continues to evolve daily. The toy segment is one […]
Welcome to the Dollhouse
Two trends that are driving many licensing and collaboration initiatives across categories of late—nostalgia and collectibility—are propelling the collectible doll market and creating opportunities for partnerships. Global retail sales of collectible dolls, including both vintage and new examples sold on the secondary and primary markets, are expected to increase at a compound annual growth rate […]
Building a Foundation in Construction Toys
Building kits, led by Lego, have been one of the bright spots in the toy industry over the past several years. In the U.S., construction toy sales were up 16% in 2024 compared to 2023, according to Circana figures, representing a significantly higher rate of growth than any other supercategory tracked. The same was true […]
Games of Skill and Chance
At Toy Fair New York this week, there are many reminders of how licensed properties have long proven to be a good fit with board and other tabletop games for all ages. While not every licensed game will be a success, licensing is assuming an expanded role in several current trends in the board and […]