Hasbro Bets On Screen Free Games

Toy Talk

Here's what's happening this week in the world of toys and games:
- Tonies brings Monopoly to screen-free play.
- Toys "R" Us To Open More New Stores As Comeback Continues
- Disney Consumer Products Unleashes ‘Zootopia 2’ Collaborations
- Walmart Collector Con primes a traffic surge.
- Batcycle 2-pack offers content-led bundling.

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📌WEEKLY MUST-KNOWS

PLATFORM PARTNERSHIP
Tonieplay Levels Up: Tonies And Hasbro Bring Iconic Games To Toniebox 2 In New Audio-First Formats
Tonies and Hasbro will bring Monopoly and two more Hasbro Games to Toniebox 2’s new Tonieplay platform starting in 2026. This opens a screen-free, interactive format that reaches older kids and creates a fresh channel for board game IP engagement across North America and Europe. Brand owners and retail media teams can test audio-first play patterns, bundling and co-promo with physical games.

RETAIL FOOTPRINT
Toys "R" Us To Open More New Stores As Comeback Continues

Toys “R” Us will open 10 new flagships and 20 seasonal holiday shops by the end of 2025, with additional stores planned on U.S. military bases and continued presence inside Macy’s. The move expands premium shelf space and experiential discovery zones ahead of peak season. Brands and retail teams gain new in-store activation opportunities across malls, department stores, and base communities.

ENTERTAINMENT PARTNERSHIPS
Disney Consumer Products Unleashes ‘Zootopia 2’ Collaborations

Ahead of the Nov. 26 release, Disney Consumer Products rolls out a multi-partner program spanning Jazwares, Funko, Pop Mart, Ray-Ban, Chronicle Books, and more, with an October “Sssurprise Week” to fuel momentum. This is a cross-category shelf moment primed for mystery boxes, collectibles, plush, Squishmallows, and reading. Entertainment, toy, and fashion partners can synchronize content, retail storytelling, and influencer-led reveals into Thanksgiving week.

LICENSING MARKET
Sales Of Licensed Branded Consumer Products Grow 3.4% To Reach $79.3 Billion In Europe, Outpacing Inflation
New Licensing International and Circana data show Europe’s licensed goods sales rose 3.4% in 2024 to $79.3B, with licensed toys up 14% in EU5 to 31% share. Licensed IP is outperforming the broader retail market, signaling buyers will favor brand-led assortments through 2026, especially in anime, pro sports and movie/game tie-ins. Licensors, retailers and marketers planning 2026 lines and budgets are directly affected.

⚡QUICK READS

McFarlane Batcycle Set Speeds To Walmart: The Flash-inspired Batcycle with Batman 2-pack hits Walmart Collector Con for $69.99, a content-led SKU suited to scene-based creative and high-margin accessory bundles.(More)

Dark Flash Red Platinum Edition Drops: A $24.99 Dark Flash Red Platinum Edition with three heads lands Oct 10 as a Walmart exclusive, signaling army-builder demand; plan rapid restock logic and keyword coverage.(More)

Avatar: Fire And Ash Toys Ignite Preorders: Jake Sully 7-inch figure opens $34.99 preorders Oct 10 ahead of the Dec 19 film, enabling trailer-timed campaigns and franchise cross-sells.(More)

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