Nike X Lego Turns Play Into Product

Toy Talk

Here's what's happening this week in the world of toys marketing
- Nike x Lego fuses bricks with back-to-school fashion
- SuperThings names Rocket to drive U.K. expansion
- Toy swaps surge as circular, cost-saving alternative

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📌WEEKLY MUST-KNOWS

CO-BRANDING LAUNCH
Nike And Lego Launch Back-To-School Collab

Nike and Lego dropped a cross-category collection spanning Lego sets, Nike Dunks, apparel and accessories. The timing aligns with back-to-school and early holiday discovery, turning fandom into basket-building across both brands’ channels. Expect elevated search and UGC around “buildable style,” with retail partners and marketplaces benefiting from the halo effect.

LICENSING STRATEGY
Rocket Licensing Secures U.K. Rights For SuperThings

Magicbox appointed Rocket Licensing to manage SuperThings in the U.K. and Ireland, expanding beyond collectibles into plush, games, arts and crafts, apparel and more. With a TV series live, season 2 this year and a 2026 film planned, retailers and licensees gain a transmedia engine to drive category growth and in-store events.

CIRCULAR COMMERCE
Toy Swaps Scale As Circular Alternative To Waste

Community toy swaps and libraries in Australia are scaling, addressing a market where half of new toys become waste within a year. The movement is shifting consumption norms while easing cost-of-living pressures, creating new touchpoints for brands to support recommerce, repair and trade-in programs. Sustainability-led activation can translate to loyalty and earned media in family segments.

CROSS-INDUSTRY PLAYBOOK
F&B Merch Mania Shows Blind-Box Power

Singapore F&B brands are driving repeat visits and social buzz with limited-edition blind-box merch and plushies tied to menu drops. KFC, Starbucks and local chains report rapid sellouts and community trading, showing how scarcity, surprise and character IP extend beyond the meal. Toy brands can mirror these mechanics for store openings, seasonal SKUs and collabs to lift LTV and traffic.

⚡QUICK READS

McFarlane Adds Deadpool, Wolverine, Colossus Statues: New $34.99 1:10 cover diorama figures hit pre-order, creating accessible collector gifts to fuel Q4 conversion across DTC and specialty.(More)

MEW And 223 Launch Blind Box Series: Designer MEW’s ‘Catch MEW If You Can’ debuts late September with six vehicle variants, leveraging scarcity to stoke collector demand.(More)

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