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LEGO enters Star Trek, unlocking new collector SKUs

Plus: LA's Toy District gets a new power hub

Author

Zihan Lyu
September 11, 2025 • Estimated Reading Time: 4 minutes

Toy Talk

Here's what's happening this week in the world of toy marketing:
- Hasbro shifts HQ and 700 roles to Boston.
- LEGO enters Star Trek, unlocking new collector SKUs.
- Disney Jr. Play-Doh launches Amazon-first for 2025.

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The Peak Playbook 2025 distills five lessons from Fospha data, including how Footasylum unlocked +32% blended revenue YoY last BFCM, so you can enter Peak ready to win.
Swipe through for the highlights.

📌WEEKLY MUST-KNOWS

Hasbro confirmed it will move its corporate headquarters and 700 roles from Rhode Island to 400 Summer St. in Boston’s Seaport, consolidating toys, board games and licensing across seven floors by the end of 2026. The relocation concentrates creative, tech and corporate functions in a larger talent market, reshaping partnership, hiring and vendor ecosystems in New England. Retailers, licensors and agencies that rely on Hasbro HQ access and decision cycles will feel the shift.

The Toy Association opened its new Toy Building in El Segundo, anchoring LA’s emerging Toy District with year-round showrooms for majors and startups and hosting LA Fall Preview Market Weeks. The hub creates a West Coast locus for private line reviews, trend scouting and licensing talks, drawing buyers and licensors to a single address. Brands planning Fall 2026 sell-in now have a centralized venue near key media partners and SoCal talent.

Paramount and the LEGO Group announced their first-ever partnership to bring Star Trek into LEGO, teased with a TNG-era reveal and more details coming soon. This opens a new adult-fan and family SKU pipeline in a brick ecosystem long dominated by Star Wars, with potential for cross-show assortments. Collectors, specialty retail and content-driven marketers gain a fresh franchise canvas for 2025–26 programs.

⚡QUICK READS

Disney And Hasbro Expand Play-Doh Collaboration: New Disney Jr. Play-Doh sets debut on Amazon now with broader retail in Jan 2026, signaling an eCommerce-first window to build data and demand before mass rollout.(More)

Yolopark Rolls Out Diecast Transformers One Kits: Preassembled Optimus/Megatron diecast kits with LEDs and accessories are $59.99 each, enabling timed movie-tie retail pushes and premium collector bundles.(More)

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