Las Vegas doesn’t do subtle. And the famous saying, “What happens in Vegas stays in Vegas,” is the opposite of what Licensing Expo is all about. This event, which is more toyetic than ever, unites brands, dealmakers, storytellers, and retailers, each on the hunt for the next big thing. What happens in Vegas this week will live on for years.
That makes our new issue of The Toy Book right at home.
This year’s Licensing & Entertainment Issue is packed for the show floor and built for the road ahead. Throughout our pages, the Toy Book team explores the properties, partnerships, and trends shaping the next chapter of licensed toys, games, collectibles, and experiences.
DEEP DIVES & FANDOM FUEL
You’ll find expanded coverage throughout this issue with The Licensing Book (TLB) as a special supplement inside The Toy Book. A legacy brand with deep roots in this business (a staple from 1983-2018), TLB is back to deliver added insight, new opportunities, and a broader lens on the deals, trends, and players driving the global brand extension market. And speaking of brand extensions, look for the debut of The Fandom Feed, a new column fueled by our sister publication, The Pop Insider, which itself is an extension of The Toy Insider. You see, we own brands, too, and you can find us in Booth No. F106 at Licensing Expo.
POWERFUL BRANDS
Our cover story heads to Eternia for a look at Masters of the Universe, the upcoming feature film from Mattel and Amazon MGM Studios. Few brands carry the cross-generational firepower of Masters, and for longtime fans, it’s a legacy. For a new generation, it’s discovery. That combination creates powerful momentum at retail, and Mattel is aiming to harness it across categories.
We also dig into one of the tastiest trends in the business: snack brands invading the toy department. Familiar names from the grocery aisles are finding new life through collectibles, plush, games, and novelty products. It’s smart, cyclical, sometimes unexpected, and proof that fandom can start in the pantry.
EVERGREEN FAVORITES & EMERGING OPPORTUNITIES
Anniversaries are a great opportunity for brands to boost connection with fans, and this year, two with roots in gaming celebrate milestone moments wrapped in collectibility, attitude, and evergreen appeal: Pokémon (30) and SEGA’s Sonic the Hedgehog (35).
Elsewhere in this issue, we track the rise of Pudgy Penguins as the brand expands further into consumer products, examine Lucasfilm’s licensing strategy for Star Wars: The Mandalorian and Grogu, and take a special look at how Spin Master is unlocking the power of its brands.
We also explore the continued growth of location-based entertainment, where brands move beyond shelves and screens to create immersive real-world experiences. In today’s market, fans don’t want to buy into a property — they want to step inside of it and live it.
THE STORY CONTINUES…
The lights are on. The crowd is gathering. And the next big hit might be one conversation away. And the conversations continue online at toybook.com with the World Series of Licensing Q&A series, packed with fresh insights from the industry’s sharpest personalities and legendary players.
So whether you are reading this with your morning coffee, at a booth between meetings, or back home planning Q4 and beyond, we hope you love it.
Are you ready? Let’s get to work. I’ll see you on the next page.
Stream The Toy Book‘s From the Editor Playlist
A curated playlist of songs referenced in James Zahn’s From the Editor columns — the soundtrack behind the pages of The Toy Book. Stream it today, exclusively on Spotify.
Stay on the Pulse of Play!
A version of this feature first appeared in The Toy Book‘s 2026 Licensing & Entertainment Issue, featuring The Licensing Book. Read the full issue here!
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