Girls – Action Figure Insider The Best Darn Toy News On The Web! Fri, 23 Mar 2018 18:00:32 +0000 en-US hourly 1 61893577 #NYCC Fly With IAmElemental At New York Comic Con 2016 Fri, 07 Oct 2016 22:33:27 +0000 8u7tft19

NYCC Coverage Brought to you in part by Miracle Mile Toys & Games


Today I was able to stop by at IamElemental’s Booth at NYCC (Booth 1764 if you’re around), where I was able to check out some of their awesome figures.

IAmElemental is a great company that created the first female superhero action figures made specifically for children. According to IAmElemental’s Chief Elemental Officer Julie Kerwin, “At IAmElemental, we believe it’s not Superheroes, it’s Superpowers. All the Superpowers we could ever want or need are already inside each one of us.  We call them the Elements of Power, and they’re coming to Comic Con through our giveaways, limited-edition figure sales, raffles and test-drives of our giant steampunk and Leonardo da Vinci-inspired Exploration’s Wings.”


IAmElemental’s offerings at New York Comic Con include:

– Exploration’s Wings: Exploration from Series 2/Wisdom is one of IAmElemental’s most popular 4” articulated female action figures.  “Exploration investigates and takes voyages of discovery.  She has the ability to transport herself anywhere in the world,” said Kerwin.  Booth visitors will have the opportunity to pose with the Exploration Superpower: Exploration’s Wings, human-scale animatronic wings with a nine-foot wingspan, fabricated exclusively for IAmElemental by Academy Award-winning Jim Henson’s Creature Shop.

Giveaways: Booth visitors who take a photo with Exploration’s Wings will receive an exclusive IAmElemental cloth Superhero mask.  Fans can also choose a 1.5” button pin with the IAmElemental Superhero mask logo, available in two colors.  Giveaways are free while supplies last.

– Merchandise & Limited-Edition Figures: In addition to a selection of hats, t-shirts, posters, and Series1/Courage action figures, items for sale at IAmElemental’s booth include:

+ Pink Bravery / Supporting Breast Cancer Research: Pink Bravery is a metallic pink colorway of IAmElemental’s Bravery female action figure.  Also available are Pink Bravery greeting cards designed by female comic book, graphic novel and animation artists including Brittney Williams (Marvel Hellcat) and Jen Wang (In Real Life).  All Pink Bravery proceeds fund breast cancer research.

+ Courage Core Power / Buy One, Donate One for Childhood Cancer: The 6.5” Core Power female action figure is a fusion of all Elements in Series 1/Courage, featuring more than 30 points of articulation and removable accessories.  In memory of IAmElemental superfan Anna Bosma, the company will distribute one figure to a child affected by cancer for each figure purchased.

– Raffles:  Booth visitors who share photos of Exploration’s Wings via social media tagged #IAmElemental and #NYCC will be entered to win Courage Core Power figures accessorized with replicas of Honesty’s Wings from Series1/Courage, specially produced by Shapeways 3D Printing.  Artwork to be raffled includes posters by Olivia Huynh (Google Doodles) and Annie Wu (DC Comics Black Canary), as well as limited edition photos of IAmElemental figures by acclaimed toy photographer Mitchel Wu.  Winners need not be present to win.

IAmElemental, which was launched to worldwide acclaim via Kickstarter, envisions kids as the creators of a play experience in which they are the active agents in a story of their own design.  The company’s female action figures boast a forward-thinking design and engineering unique among products designed for children.  Its Series 1/Courage figures, modeled on Joan of Arc, represent character traits including Bravery, Honesty, Fear, Enthusiasm, Energy, Industry and Persistence.  Series 2/Wisdom, with ancient Alexandrian STEM pioneer Hypatia as the muse, includes Creativity, Ingenuity, Curiosity, Logic, Exploration, Mastery and Oblivion.  Series 3/Justice will launch in 2017.

“We are honored to have such a close relationship with our fans, and we think our 2016 IAmElemental New York Comic Con experience will bring them even closer to our award-winning female action figures,” said Kerwin.  “We’re especially thrilled to offer the opportunity to fly with Exploration’s Wings, fabricated by Jim Henson’s Creature Shop.  We look forward to welcoming everyone to Booth 1764.”

For more information, visit IAmElemental’s Booth 1764 at New York Comic Con, visit or call (800) 274-8282.


IAmElemental figures can also be purchased at our sponsor for this article:





]]> 0 145283
Yuna Doll Continues to Enchant Consumers Ready for a Change Sun, 13 Dec 2015 10:10:54 +0000 DreamBigFriends7

Creators of Uglydoll Team Up with Bigshot Toyworks to Launch Dream Big Friends- a Unique Doll Line that Encourages Imaginative Play

New York, NY (December 11, 2015) – Parents everywhere breath a sigh of relief as Dream Big Friends finally offers an engaging, alternative play option to both girls and boys.

With the preorders for the 10″ Yuna doll well underway, the creators of Dream Big Friends are not resting on their laurels. They have launched a Yuna Facebook page to interact with kids and adults on a daily basis, as well as releasing several downloadable (and free) activities that parents can do with their kids.


With a focus on individuality, uniqueness and an emphasis on learning and doing, the Dream Big Friends brand is more than just a doll line: it’s the newest form of parenting, with learning by engagement. Yuna encourages all of her fans and followers to dream, build, do and imagine.

Spread the word… and Dream BIG with Us!

About David and Sun Min:

David Horvath and Sun Min are best known for creating and managing the Uglydoll plush toys and brand.


About Klim:

Klim Kozinevich is the creative lead at Bigshot Toyworks, with nearly 20 years of experience in character-based product design for clients such as Hasbro, Kidrobot, MTV, Sideshow Collectibles, Mondo, Fisher Price, CAA, Weta, and many more.

Dream BIG Friends Preorder:

Yuna Facebook Page:

Download #1- Dream Me A Hand Turkey:

Download #2- Ready for Adventure Yuna:

Bigshot Toyworks:

]]> 2 129872
American Girl(R) Debuts New Digital Content For Girls, About Girls, And Starring Girls Thu, 05 Nov 2015 19:34:58 +0000 -Innovative Programs Reflect the Creativity, Interests, and Diversity of Girls Today-

MIDDLETON, Wis., Nov. 5, 2015 /PRNewswire/ — American Girl, a premium brand for girls and a subsidiary of Mattel, Inc. (NASDAQ: MAT), presents four new, digital content platforms to connect, inspire, and champion girls across the globe. The original programs—Z. crew, AG Life, Short Form Films, and For Girls, By Girls—shine a spotlight on the amazing creativity, talents, and interests of girls everywhere, while fueling a sense of belonging and connection.

American Girl logo (PRNewsFoto/American Girl)

“Our American Girl roots are in creating smart content for girls, and we’re excited to expand our efforts in the digital arena,” said Kathy Monetti, SVP of Global Marketing for American Girl. “Whether the new content is for girls, about girls, by girls, or starring girls, we hope it brings all girls together in a shared, meaningful experience.”

American Girl Short Form Films
Working with the creative crowdsourcing studio Tongal, American Girl is bringing to life its inspiring BeForever characters—1950s Maryellen and 1970s Julie—in two, original 15-minute short form films. The Maryellen film will be released today on the American Girl YouTube channel, followed by the Julie film on November 12. Written, directed, and produced by members of the Tongal creative community, the short films star up-and-coming young actresses Harlie Galloway (Cincinnati, OH) as Maryellen and Jolie Ledford (Hudsonville, MI) as Julie. Both girls were chosen from a public voting phase that received unprecedented response from the Tongal community.

AG Life
AG Life is an original, 24-episode lifestyle series created in partnership with Driver Digital, a leading next- generation youth and family entertainment company.  Engaging girls from around the world, the new series premiered October 23rd on the American Girl YouTube channel, with new episodes debuting every Friday through April 2016. A team of five upbeat girls host the show, sharing their real-life experiences and celebrating friendship, teamwork, and having fun. Each 4- to 5-minute episode focuses on a theme (e.g. Thanksgiving, Girls Who Rock!, and Fall Fashion), and incorporates recurring topic segments including: Awesome Girl, which features real girls from the American Girl community;  Cool Crafts; This or That interactive quizzes; as well as segments on peer-to-peer advice, money skills, pop culture, and food.

For Girls, By Girls
For Girls, By Girls is a brand-new series of non-fiction short films created, directed, and edited by real-life girls. Available on the American Girl YouTube channel, the films were created in partnership with Adolescent, a Los Angeles-based production collective representing directors aged 13-27 that was founded by creative director Ramaa Mosely. The films, aimed at slightly older fans (13 and up), explore girl-centric themes and ask thought-provoking questions like What do you think could happen if girls joined forces? and What’s one thing you can do to lift girls up? For Girls, By Girls builds on a new movement that American Girl ignited earlier this fall with The Pledge, which celebrates the collective strength of girls and shows them that, together, they’re truly unstoppable. The new film series leverages the power of real girls to challenge and rally other girls to support, encourage, and inspire one another.

Z. crew
“Z. crew” is a new, stop-motion animated web series about making stop-motion films for fans of American Girl. Developed in partnership with digital content marketing and social media agency InPulse Digital, the 10-epsiode series is a first of its kind for the brand and stars an all-new AG vlogger character named “Z.” Each episode is an example of original storytelling that inspires American Girl fans’ own creativity. Since its launch in early September, “Z. crew” episodes have racked up more than 1.3 million views on YouTube, with fans sharing hundreds of their own original stop-motion videos featuring their AG dolls, and joining the conversation around every new episode with the hashtag #AGZcrew.

To learn more about American Girl or request a free catalogue, call 1-800-845-0005 or visit, or

About American Girl
American Girl is a premium brand for and about girls and a wholly-owned subsidiary of Mattel, Inc. (NASDAQ:MAT,, the worldwide leader in the design, manufacture, and marketing of toys and family products. Headquartered in Middleton, WI, American Girl offers an inspiring world of dolls, experiences, and entertainment to empower and unite girls of all ages. Best-selling lines include Truly Me™, Girl of the Year™, Bitty Baby™, and the classic historical character line BeForever™. The company sells products through its award-winning catalogue, on, in its experiential retail stores nationwide, and in specialty boutiques at select Indigo™ and Chapters™ in Canada and El Palacio de Hierro locations in Mexico City. American Girl’s mission is to fuel belonging and connection among girls, a goal that has already earned the loyalty of millions and the praise and trust of their parents and educators.  

About Tongal
Tongal is bringing the world’s creative work to the world’s creative talent. Tongal is a crowdsourced studio, connecting a global community of independent filmmaking talent with advertisers, brands, agencies and studios to produce original video content. With more than 1 billion views and 1,000 successful campaigns to date for iconic names like Anhueser-Busch, Procter & Gamble, LEGO, General Mills, Bacardi, NASA, Lionsgate and more, Tongal is the creative resource of choice for innovative businesses that want to scale video content to reach today’s audiences. Tongal’s creative community has produced TV commercials, digital advertising and other original content, delivering advertising and entertainment to screens around the world, from Snapchat to the Super Bowl to Sundance. Tongal is based in Santa Monica, CA.

About Driver Digital
Driver Digital ( is a premiere Family Entertainment Studio and Network providing outstanding media content across the digital landscape.   By creating, producing and distributing quality kids and tween entertainment on YouTube, Driver Digital has become one of the leading “digital first” studios in the demographic.  Driver Digital’s sister company, DRIVER Media (, is an industry-leading production company working for major ad agencies and brands including Coca-Cola, Pepsi, AT&T Microsoft and General Motors.

About Adolescent
Adolescent, helmed by Creative Director Ramaa Mosley and Executive Producer Hope Farley is a production collective dedicated to the representation and mentorship of directors aged 13-27 years old for commercials, music videos and social media content. Many of the directors represented by Adolescent are accomplished professional photographers with published work, gallery and museum shows. Others are exceptional filmmakers in film programs across the country. A few were discovered outside of any program and are creative visionaries, shooting and posting their work on social media sites. All have a strong point of view that speaks directly to youth culture. Adolescent’s function is to harness and cultivate each young director’s natural visual and storytelling gift and to connect them with advertising agencies and brands looking for a unique and youthful voice for a wide range of projects.

About InPulse Digital
Founded in 2004, InPulse Digital is a global, independent agency known for excellence in multi-platform digital content marketing, social media strategy, and execution for specialized brand segments ranging from entertainment, media to kids. InPulse Digital is one of the first digital and social media agencies that developed bilingual web and app development and bilingual social media asset management for Latin America and the US Hispanic media and entertainment brands. InPulse Digital has 3 offices—Miami, Montevideo and Buenos Aires, with a complete team of digital natives who specialize in non-linear content creation, curation, production, social media publishing, and digital media planning and buying. InPulse Digital’s clients include Mattel, E! Entertainment, Canal Sony, Azteca America, Food Network, Universal Music, Sony Music, recording artists, global soccer superstar Rafa Marquez, and kids’ iconic properties Barney and Strawberry Shortcake, among others.

]]> 0 128283
WB and DC Entertainment in Partnership with Mattel Launch ‘DC Super Hero Girls’ Thu, 23 Apr 2015 08:36:47 +0000 A New Super Hero Universe Designed Just For Girls, Slated For Fall 2015

Mattel to Launch Company’s First Action Figures for Girls

Unprecedented Initiative to Include Digital Content, TV Specials, Made-For-Videos, Publishing, Toys, Apparel and Other Products

Random House Children’s Books to be Master Publishing Partner
The LEGO Group to be Exclusive Construction Partner

DC Super Hero Girls1

Beginning in Fall 2015, DC Entertainment, Warner Bros. Animation, Warner Bros. Consumer Products and Mattel join forces to launch DC Super Hero Girls, an exciting new universe of Super Heroic storytelling that helps build character and confidence, and empowers girls to discover their true potential.  Featuring DC Comics’ most powerful and diverse line-up of female characters as relatable teens, DC Super Hero Girls will play out across multiple entertainment content platforms and product categories to create an immersive world.

Developed for girls aged 6-12, DC Super Hero Girls centers on the female Super Heroes and Super-Villains of the DC Comics universe during their formative years—prior to discovering their full super power potential. Featuring a completely new artistic style and aesthetic, DC Comics’ icons such as Wonder Woman, Supergirl, Batgirl, Harley Quinn, Bumble Bee, Poison Ivy, Katana and many more make their unprecedented teenaged introduction. Each character has her own storyline that explores what teen life is like as a Super Hero, including discovering her unique abilities, nurturing her remarkable powers and mastering the fundamentals of being a hero.

“DC Entertainment is home to the most iconic and well-known Super Heroes including Wonder Woman, Supergirl and Batgirl,” said Diane Nelson, President of DC Entertainment. “DC Super Hero Girls represents the embodiment of our long-term strategy to harness the power of our diverse female characters.  I am so pleased that we are able to offer relatable and strong role models in a unique way, just for girls.”

The initial launch of DC Super Hero Girls in Fall 2015 will include an immersive digital experience, original digital content and digital publishing—providing opportunities for girls to interact with characters, learn about the storylines, and engage in customizable play.  TV specials, made-for-videos, toys, apparel, books and other product categories will begin to rollout in 2016.

“Developing a Super Hero franchise exclusively for girls that includes all of the key components of a comprehensive entertainment experience—from content to consumer products—is something we are excited to be doing in conjunction with our great partners,” said Brad Globe, President of Warner Bros. Consumer Products.   “It’s really an honor to be part of this cultural moment and to be delivering a concept so rooted in a relatable and empowered theme that the characters of DC Comics are uniquely able to present.”

As master toy licensee, Mattel is collaborating with DC Entertainment, Warner Bros. Animation and Warner Bros. Consumer Products on DC Super Hero Girls’ narrative creation, interactive digital activations and ultimately a toy line launching in 2016.  Mattel category-leading firsts include a line of characters for the action figure category, an area of the industry that has been primarily developed with boys in mind, and fashion dolls featuring strong, athletic bodies that stand on their own in heroic poses.

“Partnering with the best and being the best partner is of paramount importance,” said Richard Dickson, President, Chief Operating Officer, Mattel.  “Together with Warner Bros. and DC Entertainment, the DC Super Hero Girls franchise will further expand our already powerful girls portfolio. We know Super Hero is a culturally relevant theme and the DC Super Hero Girls franchise will engage and inspire girls, providing cues to explore heroic acts through play and into real life.”

The Random House Books for Young Readers imprint of Random House Children’s Books has been appointed the master publishing partner for the franchise and will be creating a portfolio of books that will bring the DC Super Hero Girls world to life, beginning in Spring 2016.  Random House’s publishing program will be complemented by a series of original graphic novels from DC Entertainment.  The LEGO Group will also be key to building the DC Super Hero Girls franchise, leveraging their experience and success engaging girls in creative construction play to bolster this universe through an array of LEGO® building sets designed to inspire girls’ imaginations.  Additionally, consumer products partners around the world will be engaged in creating a merchandise line dedicated to DC Super Hero Girls across all key categories.

]]> 2 117060
IAmElemental Action Figures for Girls Tue, 10 Jun 2014 07:06:47 +0000  

Fierce female action figures that embody the Elements of Courage: Bravery, Energy, Honesty, Industry, Enthusiasm, Persistence & Fear.


IAmElemental Action Figures for Girls were designed to accomplish three goals.

First, they are intended to be a positive and fierce re-interpretation of the traditional female action figure.

After scouring toy stores in search of action figures that are appropriate toys for young girls, we discovered that the typical female action figure on the market today is not actually designed for girls at all (or even boys). Instead, most are created for the adult male collector, decidedly more Hooters than Heroine.



****** UPDATE: We are FULLY FUNDED and Profoundly Grateful! But we are just getting started! Please support our campaign and help us spark a movement for more choice in toys. The more support we have for this campaign, the easier it will be for us to get our figures into a store near you and thus directly to you, our amazing Kickstarter community. ******

You can check out their Kickstarter campaign here.

]]> 1 102243
Angry Birds Stella and friends get their own games, animation, books, consumer products and more! Wed, 04 Jun 2014 22:03:09 +0000

The first Angry Birds Stella game arrives in September, with the animation series to premiere in November.

ABStella4Espoo, Finland — June 4th 2014 — Rovio Entertainment Ltd, the creator of Angry Birds, is excited to announce the first details about Angry Birds Stella, a whole new set of stories, characters and adventures that was teased earlier this year.

Angry Birds Stella opens up an exciting new chapter in the Angry Birds universe with a new flock of fierce friends. Stella, Poppy, Willow, Dahlia and Luca share a common love for adventure and fun, but as in the real world, their colorful personalities sometimes clash! Still, they pull together to find creative and fun solutions to their problems. There’s also Gale, a good bird gone bad, who wants to rule over the birds’ island habitat. True to the Angry Birds spirit, Stella and her friends have a playful, offbeat attitude and great sense of humor. After all, they’re best friends forever – most of the time!

“Angry Birds Stella is an inclusive brand that engages everybody, but also celebrates female heroism. It’s all about friendship and the struggles of six very different personalities”, said Blanca Juti, CMO of Rovio Entertainment. “The wonderful spirit of these fearless friends will shake things up across games, animations, books, consumer products and other fun content under the Angry Birds Stella brand.”

Fans will first meet Stella and her friends in an all-new game coming in September. This first title will take slingshot gameplay to unseen heights – the treetops of Golden Island in fact, where Stella and her friends live! Stella and her fearless friends, each with their own awesome powers, do battle with Gale and her pig servants. With a new line of TELEPODS and other exciting gameplay features, Angry Birds Stella is going to challenge even the most experienced bird flingers!

ABStella3 ABStella2

Stella and her friends aren’t just going to be in games this fall – November sees the premiere of their very own animation series on ToonsTV! The first season will have 13 six-minute episodes, each one an inspiring tale of adventure, heroism and friendship. Episodes will air every week on ToonsTV, and the series will also make its way to TV and VoD services worldwide.

The Las Vegas Licensing Expo takes place from June 17-19 and marks the launch of the first Angry Birds Stella consumer product lines, including Hasbro TELEPODS figures – powered by Retoy – that combine digital and physical play. There will also be plush toys, apparel, accessories and other exciting products. The first Angry Birds Stella books, offering even more insight into the story and characters, will become available from September onwards starting in selected markets.

Stay tuned for more information about Angry Birds Stella coming soon!

]]> 0 102712
QMx Announces Art Prints featuring the DC Comics Bombshells Thu, 10 Apr 2014 00:00:13 +0000 LOS ANGELES — April 9, 2014 — Quantum Mechanix Inc. (QMx), a leading sci-fi and pop culture collectibles company, unveiled plans today with Warner Bros. Consumer Products, on behalf of DC Entertainment, to produce a line of art prints featuring the ladies known collectively as the DC Comics Bombshells.


The DC Comics Bombshells are based off the bestselling line of statues from DC Collectibles featuring designs from Illustrator Ant Lucia. The DC Comics Bombshell line finds each female reimagined as a vintage pin-up, with a look that hearkens back to nose art found on World War II-era bomber planes.


Fans of the Bombshells line will be able to buy art prints of their favorite DC Comics Heroine from QMx, featuring retro-style incarnations of Wonder Woman, Poison Ivy, Harley Quinn, Batgirl, Supergirl and Catwoman, among others.

QMx-DCbombshells-18x24-Batgirl-1 QMx-DCbombshells-18x24-BlackCanary-1 QMx-DCbombshells-18x24-Catwoman-1 QMx-DCbombshells-18x24-Harley-1 QMx-DCbombshells-18x24-Hawkgirl-1 QMx-DCbombshells-18x24-Mira-1 QMx-DCbombshells-18x24-PoisonIvy-1 QMx-DCbombshells-18x24-Stargirl-1 QMx-DCbombshells-18x24-Supergirl-1 QMx-DCbombshells-18x24-WonderWoman-1

“When we saw Ant Lucia’s artwork, we were completely blown away,” said QMx CEO Andy Gore. “Not just the retro styling, but the skill and creativity of the DC Comics Bombshells art make these pin-ups something any comic book fan would love to hang on their wall.”


Each DC Comics Bombshell will be rendered on a museum quality 18”x24” art print and will be priced at $14.95. QMx expects to release the first DC Comics Bombshells art prints in Q2 2014 at QMx-authorized comic, collector and specialty retail outlets around the country. They’ll also be available for purchase directly through the QMx website at


For updates on coming designs and release details, consumers can follow Quantum Mechanix via the:


• QMx Insider newsletter

• QMx Twitter

• QMx Facebook





BATMAN, SUPERMAN, WONDER WOMAN and all related characters and elements are trademarks of and © DC Comics.




About Warner Bros. Consumer Products

Warner Bros. Consumer Products, a Warner Bros. Entertainment Company, is one of the leading licensing and retail merchandising organizations in the world.


About DC Entertainment

DC Entertainment, home to iconic brands DC Comics (Superman, Batman, Green Lantern, Wonder Woman, The Flash), Vertigo (Sandman, Fables) and MAD, is the creative division charged with strategically integrating its content across Warner Bros. Entertainment and Time Warner.  DC Entertainment works in concert with many key Warner Bros. divisions to unleash its stories and characters across all media, including but not limited to film, television, consumer products, home entertainment and interactive games. Publishing thousands of comic books, graphic novels and magazines each year, DC Entertainment is the largest English-language publisher of comics in the world.


About Quantum Mechanix

Based in Los Angeles, Quantum Mechanix Inc. is a creative studio and developer of screen-accurate replicas, collectibles and artwork inspired by entertainment’s most beloved shows and movies. QMx’s focus on creating highly detailed and lovingly crafted products caters to the most demanding clientele – from dedicated fans to the industry’s most prestigious studios and production companies.


QMx currently operates under licenses from such studios as Bad Robot Productions, the BBC, CBS Consumer Products, DC Entertainment, Lucasfilm Ltd., Mutant Enemy Productions, NBCUniversal, Paramount Pictures, Sony Pictures Entertainment, Twentieth Century Fox and Warner Bros. Consumer Products. Licensed franchises include Battlestar Galactica, DC Universe, Doctor Who, Firefly, Ghostbusters, Dr. Horrible’s Sing-Along Blog, Star Trek, Star Wars, Super 8, and The Big Bang Theory.

]]> 2 99669
Mattel Brings Play to Thousands of Children with Winter Wonderland Events and Aims to Break Guinness World Record in Los Angeles with WWE Superstar The Miz & WWE Diva Eve Fri, 07 Dec 2012 00:35:18 +0000 Third Global Mattel 12 Days of Play Program Spotlights the Importance of Play Through Events Reaching More Than 50,000 Children Worldwide


EL SEGUNDO, Calif.–(BUSINESS WIRE)— Today Mattel (Nasdaq: MAT) announced the start of its third annual global Mattel 12 Days of Play program, a philanthropic series of events that bring play to children who need it most. Taking place today through Dec. 14 in locations across the U.S. and in nearly 30 other countries, the Mattel 12 Days of Play highlights the importance of play in the lives of children around the world. The culmination of the 12 days of activity will occur at Mattel worldwide headquarters in the Los Angeles area on Dec. 13, where area children, Mattel employees and special guests WWE superstar The Miz and WWE Diva Eve will attempt to break the Guinness World Record for the most snowmen built in one hour.

“Play is vital for children’s development and learning, so creating unforgettable and enriching play experiences for children who may not otherwise have access is at the heart of the Mattel 12 Days of Play program,” said Deidre Lind, Executive Director of the Mattel Children’s Foundation and Director, Corporate Affairs. “During 2012, Mattel’s social impact programs total more than $20 million in cash and product globally, including more than 1.5 million toys, helping to eliminate the barriers to play for children in need.”

In the Los Angeles area, Mattel is bringing more than 390 tons of snow to seven Winter Wonderland events at inner-city schools, which feature sledding, making snow angels, racing Hot Wheels cars down a 40-foot track, special photo opportunities with Barbie®, and a chance to meet Santa. Mayor Antonio Villaraigosa will attend the Winter Wonderland event on December 12 at Figueroa Elementary School in the Watts neighborhood of Los Angeles to show his support of Mattel’s efforts and further raise awareness of the importance of play in a child’s life.

On Dec. 13, with the snow-making expertise and guidance of MagicSnow, 400 elementary-age children from LA’s Best after-school programs will team up with 800 Mattel employees and special WWE guests at the Winter Wonderland Event. In a race against the clock to build 1,500 snowmen in 60 minutes or less, the team will attempt to break the current Guinness World Record for the most snowmen built in one hour.

Mattel 12 Days of Play began in 2010 as a way for Mattel employees to give back to the communities in which we live, work and play. In lieu of holiday parties, departments across the Mattel organization held volunteer events to bring fun, play, joy and toys to children during the holidays. Today, Mattel employees, volunteers, partners and brand teams such as Barbie®, Hot Wheels®, Fisher-Price®, Thomas & Friends® and American Girl® will come together with local schools, community organizations, children’s hospitals and other charities to create a series of memorable moments for underserved children.

Mattel 12 Days of Play is part of the work of Mattel’s social impact work and the Mattel Children’s Foundation, which work to break down the barriers of play for more than five million children in need each year. Understanding the barriers to play allows Mattel to maximize its social impact, focusing on the areas with the greatest potential reach. Through its own extensive research, the four most significant barriers to play were identified and the company’s social impact efforts are now built around these four core areas: time to play; place to play; tools to play and advocacy for play.

The full schedule of Los Angeles area Winter Wonderland events includes:

December 3: 112th Street Elementary in the Watts neighborhood

December 4: Washington Elementary in Hawthorne, Calif.

December 5: Grape Street Elementary in the Watts neighborhood

December 6: Jefferson Elementary in Lennox, Calif.

December 10: 10th Street Elementary in Downtown Los Angeles

December 12: Figueroa Elementary in the Watts neighborhood, with Mayor Villaraigosa

December 13: Mattel Headquarters, El Segundo, Calif. for the Guinness World Record Challenge with WWE Superstar The Miz & WWE Diva Eve

About The Mattel Children’s Foundation

Established in 1978, The Mattel Children’s Foundation’s vision is making a meaningful difference, one child at a time. The Foundation provides cash grants through domestic and international grant making programs, as well as international scholarships to children of employees, matching gifts and volunteer grants for Mattel employees. The Foundation also continues its tradition of partnering with exemplary nonprofit partners, such as Special Olympics, Save the Children, the Mattel Children’s Hospital UCLA, the Children’s Hospital Association (CHA), Playworks and the Make-A-Wish Foundation. The Mattel Children’s Foundation is funded exclusively by cash donations from Mattel, Inc.

About Mattel

Mattel, Inc. (Nasdaq: MAT) is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie®, the most popular fashion doll ever introduced, Hot Wheels®, Matchbox®, American Girl®, Radica® and Tyco R/C®, as well as Fisher-Price® brands, including Thomas & Friends®, Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. In 2012, Mattel was named as one of FORTUNE Magazine’s “100 Best Companies to Work For” for the fifth year in a row. Mattel also is ranked among Corporate Responsibility Magazine’s “100 Best Corporate Citizens” and the “World’s Most Ethical Companies.” With worldwide headquarters in El Segundo, Calif., Mattel employs nearly 30,000 people in 43 countries and territories and sells products in more than 150 nations. At Mattel, we are “Creating the Future of Play.” Visit us at, follow us on Facebook or Twitter @Mattel.

About MagicSnow

MagicSnow is famous for creating a winter wonderland in any environment, indoors or out. The company has become the go-to resource for snow effects for the entertainment industry and high profile special events all over the world. For more information about MagicSnow and its snow effects, please visit

Toy Industry Unveils Nominees for 2013 Toy of the Year (TOTY) Awards Mon, 19 Nov 2012 19:28:42 +0000 Announces Inductees into Toy Industry Hall of Fame

New York, NY | November 19, 2012– The Toy Industry Association (TIA) kicked off the holiday shopping season today by announcing the 84 finalists for the prestigious 2013 Toy of the Year Awards (TOTY). Between now and January 13, 2013, toy lovers of all ages can visit to vote for their favorite playthings in 12 categories – from e-Connected and Innovative to Educational and Outdoor toys – and sign up to win exclusive prize packages!
“Each year, TOTY celebrates the creative spirit of the toy industry and honors the joy that toys and games bring to kids of all walks of life,” said Carter Keithley, TIA president, at a New York City press conference unveiling the nominees. “We are proud to announce that the TOTY Awards will once again support the inspiring work of the Toy Industry Foundation, which annually delivers one million toys and games to deserving children around the world.”

This year’s finalists – representing 69 unique products or properties from 46 companies – were selected from nearly 650 nominees submitted for consideration.  Nomination committees comprised of academics, journalists, toy trend experts, play therapists, toy inventors and designers, and toy retailers narrowed the field to the slate of finalists that were introduced today.

“The toys in the 2013 TOTY line-up emphasize play value, originality and innovation across all market sectors,” said Stacy Leistner, TIA vice president of strategic communications. “To elevate the excitement surrounding the awards, this year we are introducing the ‘People’s Choice Award.’ The winner in this category will be selected exclusively by votes received on our website. It will be the public’s choice of the most popular plaything of the year!”

Five ballots – for consumers, mass retailers, specialty retailers, media, and TIA members – were launched during the press event and will remain open through January 13, 2013. These ballots will be weighted and used to determine each of the category winners. The overall “Toy of the Year” award will be selected based on votes received from journalists and bloggers, retailers and TIA members. [See the finalists in each category below]

The winners will be announced during the awards ceremony on Saturday, February 9, 2013 as the kick-off to the 110th American International Toy Fair.
2013 Hall of Fame Inductees Join Toy Industry Icons
Also announced today were the next inductees into the esteemed Toy Industry Hall of Fame.  Judith (Judy) Ellis, founder and chair of the nation’s first baccalaureate program in Toy Design at the Fashion Institute of Technology, and the late Russ Berrie, former chief executive and chairman of Russ Berrie & Company, will be recognized for their outstanding contributions and service to the toy industry during the TOTY Awards ceremony in February. [See related press release for more detail.]
. The TOTY Awards program is the annual Toy Industry Association-administered event in support of the inspiring work of the Toy Industry Foundation.
About the Toy Industry Association (TIA)
TIA is the not-for-profit trade association representing all businesses involved in creating and bringing toys and youth entertainment products to kids of all ages, representing more than 550 companies who account for approximately 85% of domestic toy sales. Toy safety is the number one priority for the toy industry. TIA has a long history of leadership in toy safety including the development of the first comprehensive toy safety standard more than 30 years ago, and working with government, consumers and industry on ongoing programs to ensure safe and fun play. For more information, please visit or
Toying with the World – Fascinating Facts About the Toys Tue, 31 Jan 2012 05:53:19 +0000 Some interesting toy facts that were forwarded to me from the author.  As we start the countdown to Toy Fair and our coverage it’s interesting to see these stats and the global impact of toys and toy sales.  Things like: Less than 4% of the world’s children live in the US while consuming 40% of the toys. And 2 in 3 Americans spend more on toys then school supplies, with no plans to change their budget.



Thanks to Diana at for passing this along to us.


As U.S. Poverty Rate Increases to More than 14 Million Kids in Need, Company Launches Seventh Annual Fundraising Campaign to Help the Marine Toys for Tots Foundation Provide Gifts to Unwrap on Christmas Morning


Shaquille O’Neal Puts on His Shaq-A-Claus Hat to Encourage Holiday Shoppers to Donate Toys and Cash in Toys“R”Us® and Babies“R”Us® Stores Nationwide

Wayne, NJ (October 26, 2010) – Toys“R”Us, Inc. today announced the launch of its seventh annual nationwide fundraising campaign to benefit the Marine Toys for Tots Foundation, during which the company will help spread Christmas cheer to some of the 14.1 million children in need in the United States. Building on last year’s partnership with Shaquille O’Neal, the company has once again teamed with the four-time NBA Champion to invite customers to “Join Shaq Give Back.” As his holiday alter-ego Shaq-A-Claus, O’Neal will encourage shoppers to donate new, unwrapped toys and cash in Toys“R”Us® and Babies“R”Us® stores nationwide and online at Sunday, October 31.

According to a recent report from the United States Census Bureau, the poverty rate climbed to 14.3 percent in 2009 — the highest level since 1994. And, the rise was steepest for children, with one in five residents under 18 living below the poverty line. Given these escalating statistics, providing gifts to all children living in poverty has become increasingly difficult each year. In 2009, through an outpouring of consumer support, the Toys“R”Us fundraising campaign raised $3.4 million and nearly 335,000 toys, which helped the Marine Toys for Tots Foundation provide gifts to 7.4 million children.

“As poverty rates continue to rise, we remain steadfast in our commitment to help ensure no child goes without a gift on Christmas, and we’re proud to partner with Shaquille O’Neal to raise awareness and funds through this special initiative,” said Jerry Storch, Chairman and CEO, Toys“R”Us, Inc. “We’re making it easy to get involved in the Toys for Tots campaign by serving as THE holiday giving headquarters for the thousands of holiday shoppers that will frequent our stores this season.”

After fifteen years of buying gifts at Toys“R”Us to distribute to underprivileged children in cities across the country, O’Neal earned the name “Shaq-A-Claus” and the NBA icon formalized his partnership with the company last year. This Christmas season, the legend of Shaq-A-Claus will live on as O’Neal makes surprise visits to Toys“R”Us stores in the coming months to shop for needy children and encourage customers to join him in giving back.

“My parents always encouraged me to give back to those less fortunate, and ever since I made it to the NBA, I’ve been visiting Toys“R”Us stores during the holiday season to buy gifts for kids in need,” said Shaquille O’Neal. “As a father myself, I know firsthand how magical it is for a child to open a gift on Christmas morning, which is why I’m excited to report for Toys for Tots duty this year as part of my partnership with Toys“R”Us. I hope everyone will join me so, together, we can spread holiday cheer to millions of needy kids in the U.S.”



“R”Us Stores Serve as THE Toys for Tots Collection Destination

As the largest retail partner in the history of Toys for Tots, Toys“R”Us, Inc. has raised over $20 million and collected 2.7 million toys since the partnership began in 2004. During this year’s six-week campaign beginning Sunday, October 31, new, unwrapped toys will be collected through Sunday, December 5 at all “R”Us® stores across the country, including the company’s 600 Toys“R”Us® Express pop-up locations. Collected toys will be distributed to children in the communities where they are donated, making this a truly local program. Customers can also make monetary donations at Toys“R”Us and Babies“R”Us stores nationwide through Christmas Eve.

On Thursday, November 4 and Friday, November 5, Marines will report for Toys for Tots duty, making special appearances at Toys“R”Us and Babies“R”Us stores to generate awareness about the fundraising campaign in local markets.


Customers Can “Join Shaq Give Back” Through Interactive Microsite

The company has developed an interactive microsite for online visitors to “Join Shaq Give Back” at, where they’ll be greeted by a video message from Shaq-A-Claus himself. Monetary donations also will be accepted through the online microsite. Additionally, customers can read up on O’Neal’s history of giving by checking out “The Legend of Shaq-A-Claus,” which can be played and shared as an audio file. The microsite also offers a list of suggested donations for kids of various age groups that shoppers can print out and bring to the store.


“R”Us Facebook Fans Can Stay Updated on Campaign Milestones

The official Toys“R”Us Facebook fan page, will be Shaq-ified this holiday season, complete with images of and personal messages from O’Neal dressed as Shaq-A-Claus, as well as exclusive video clips and more. Using his high-profile social media status, O’Neal will be tweeting (@THE_REAL_SHAQ), blogging and posting on Facebook throughout the season to encourage people to donate.  Information about O’Neal’s participation in the Toys“R”Us campaign to benefit Toys for Tots also will be featured on his new website,, which will launch in November. 

“With even more children living in poverty today, we are truly grateful that Toys“R”Us is joining with us for the seventh year to help children across the country receive a gift to unwrap on Christmas morning,” said Lt. General Pete Osman, USMC (Ret), President and CEO, Marine Toys for Tots Foundation. “We encourage Toys“R”Us and Babies“R”Us customers to ‘Join Shaq’ and help Toys for Tots deliver more toys than ever before to those children who need them most.”

The Toys“R”Us Children’s Fund also supports the Marine Toys for Tots Foundation and made a $250,000 grant to jumpstart the 2010 fundraising campaign.

Web and broadcast-quality b-roll and soundbytes from Shaquille O’Neal regarding his participation in the 2010 Toys“R”Us campaign benefiting Toys for Tots are available for download through this link: ?cmd=d&id=cbbd63fc821145af.


About Toys“R”Us, Inc.


Toys“R”Us, Inc. is the world’s leading dedicated toy and juvenile products retailer, offering a differentiated shopping experience through its family of brands. It currently sells merchandise in more than 1,560 stores, including 845 Toys“R”Us and Babies“R”Us stores in the United States, and more than 510 international stores and 200 licensed stores in 33 countries and jurisdictions. In addition, it exclusively operates the legendary FAO Schwarz brand and sells extraordinary toys in the brand’s flagship store on Fifth Avenue in New York City. With its strong portfolio of e-commerce sites including,,, and, it provides shoppers with a broad online selection of distinctive toy and baby products. Headquartered in Wayne, NJ, Toys“R”Us, Inc. employs approximately 70,000 associates worldwide. The company is committed to serving its communities as a caring and reputable neighbor through programs dedicated to keeping kids safe and helping them in times of need.




Even More Incredible Deals That Couldn’t Fit Into the Book to be E-mailed Throughout November

The Great Big Christmas Book Goes Digital with iPad App, Facebook Preview


WAYNE, NJ – (October 28, 2010) – Toys“R”Us® is setting the stage for a season of WOW with hundreds of deals on today’s hottest toys as The Great Big Christmas Book begins to arrive in homes and newspapers nationwide this weekend. Overflowing with 80 pages of toys, games, bikes, electronics and more – including hundreds of items only available at Toys“R”Us – kids wait in anticipation for this holiday book so they can check off gifts they want and give Santa a hint. Meanwhile, parents are sure to appreciate this book of values, as they take advantage of the incredible deals available at Toys“R”Us stores from Sunday, October 31 through Wednesday, November 24. Featuring thousands of toys, the book includes more than $5,600 in savings – more than any other year – and more than 50 free gifts-with-purchase, along with hundreds of amazing discounts. Throughout the season, customers can also look forward to receiving e-mailed bonus pages of holiday-themed deals and discounts that could not fit between the covers of The Great Big Christmas Book.

To help on-the-go shoppers, The Great Big Christmas Book also will be available in convenient digital formats, including an interactive iPad App, as well as through an exclusive sneak preview – available now – on the company’s official Facebook fan page, Customers can also experience a digital version of The Great Big Christmas Book online at beginning Sunday, October 31.

“Kids across the country can barely contain their excitement when they know The Great Big Christmas Book is coming from Toys“R”Us. They can’t wait to start flipping through the pages to show their parents – and Santa – the toys that will WOW them on Christmas morning,” said Greg Ahearn, Senior Vice President, Marketing and e-commerce, Toys“R”Us, Inc. “While children love seeing the fabulous playthings, parents will appreciate the incredible savings offered, including more than 50 free gift-with-purchase offers and hundreds of deals.”


The Season’s Hottest Toys, Including Hundreds of Toys“R”Us Exclusives

Building on the company’s unique value proposition of affordable fun, The Great Big Christmas Book features thousands of items – including hundreds of items available exclusively at Toys“R”Us – that will have kids jumping for joy on Christmas morning. From Sing-a-ma-jigs!™, Tomica train sets, Princess & Me™ dolls, SCRABBLE Flash and Xbox 360® Kinect™, to products from classic brands such as Hasbro®, LEGO®, Barbie®, Fisher-Price® and more, the hottest toys of 2010 can be found throughout this holiday catalog at prices sure to delight the savviest of shoppers.


Highlights of the savings and deals valid from Sunday, October 31 through Tuesday, November 24, while supplies last, include:


·      FREE $10 Toys“R”Us gift card with ANY purchase of $75 or more*

·      FREE $25 Toys“R”Us gift card with the purchase of ANY Tony Hawk bike*

·      FREE $10 Toys“R”Us gift Card with ANY Bratz purchase of $40 or more*

·      FREE $10 Toys“R”Us gift card with ANY Apple iPod purchase of $149.99 or more*

·      FREE $10 Toys“R”Us gift card with ANY Disney Movie purchase of $40 or more*

·      FREE Crayola Holiday Gift Pack with ANY Crayola Purchase of $19.99 or more

·      FREE Doll Food and Diapers Super Refill Pack with ANY Baby Alive purchase of $35 or more

·      FREE Princess & Me Royal Wardrobe with ANY Princess & Me purchase of $75 or more

·      FREE Monster High Cosmetic Case with ANY Monster High purchase of $50 or more

·      FREE NERF Ammo with the purchase of ANY NERF blaster

·      35% off Monopoly Electronic Banking edition, SCRABBLE Flash, Trivial Pursuit Bet You Know It edition and Bezzerwizzer games

·      25% off ALL MobiGo and V.Reader Software

·      25% off select Moon Dough items

·   &nbs
SAVE $150 on Big Backyard Bayberry Wooden Playhouse

·      SAVE $100 on Step2 Play Up Gym Set


This year, customers who already receive e-mails from Toys“R”Us will receive digital pages of additional savings from The Great Big Christmas Book. To sign up to receive these special

e-mails, customers can visit preferencecenter/prefs.cfm?a= new_signup.


Experiencing The Great Big Christmas Book, Digitally

Shoppers interested in accessing the deals, discounts and toys available in The Great Big Christmas Book while on-the-go will find a variety of ways to view the catalog online and on mobile devices, including:

·        On the Web: The entire catalog can be found online at beginning Sunday, October 31. Shoppers can also search for products and deals by brand, age and category, whether looking for special sales on dolls, games, action figures or any other item. offers a version that customers can see page-by-page, as if they were holding the book in their hands.


·        On Facebook: Members of the official Toys“R”Us Facebook fan page can find an exclusive preview of The Great Big Christmas Book available now at Additionally, fans can choose to “like” items featured within the catalog’s pages or share a link to the items with their friends.


·        On iPad: Apple iPad owners can download a complimentary App that includes two different views of the catalog – one for kids and one for adults. Children can browse the pages of The Great Big Christmas Book, without prices, and drag items they want to receive into a “gift box” to create their “must-have” list for parents or Santa. Adults can view their child’s list, including price information, edit the toys their children add and share it with family and friends through e-mail, Facebook, SMS and the Toys“R”Us Wish List. Customers can visit to find The Great Big Christmas Book iPad App beginning in November.


All of the digital versions of The Great Big Christmas Book offer additional product information and links to online reviews, as well as video demonstrations of select items.


Special Offerings for Savvy Shoppers

Toys“R”Us makes it easy and rewarding for parents to purchase gifts for their children or let family and friends know which toys top their child’s wish list, including:


·        Earn 10 Percent Back With Loyalty Program: New and current members of the company’s popular loyalty program, Rewards“R”Us, can earn 10 percent back in “R”Us Dollars for every dollar spent on purchases in its stores and online beginning this Sunday, October 31 through Christmas Eve.  Customers, who are not already enrolled in Rewards“R”Us, can sign up for the complimentary program at any “R”Us® store or online at to begin reaping the enhanced rewards. Some restrictions apply.


·        Big Gift Layaway: From bikes and dollhouses to gym sets, parents can make important holiday purchases early in the holiday season when selection is at its best or to help hide large items from spying young eyes at Toys“R”Us stores. Available on select items, a deposit of 20% of the total purchase, including all applicable taxes, and a $10 service charge is required for Big Gift Layaway. Payments may be made at the store at any time in the form of cash, check, credit card, debit card or gift card. Additional payments can be made at any time, but 50% of the total price of the order must be paid within 45 days and total price of the order must be paid within 90 days. Customers can visit to learn more about the program.


·        Toys“R”Us Wish List™:Parents can share their child’s must-have presents with family and friends by using the Toys“R”Us Wish List in-store or online. Parents and kids can use the service together to create a tailored list of toys based not only on what the child wants, but on their age, interests and abilities. All Toys“R”Us stores nationwide now feature a dedicated Wish List self-service kiosks, allowing gift-givers to print out a Wish List quickly with the click of a button. Wish Lists can also be created, updated and maintained online at


The Great Big Christmas Book will be distributed in newspapers nationwide on Sunday, October 31. The Great Big Christmas Book will also be featured on national TV commercials, featuring computer animated versions of Geoffrey the Giraffe and Santa Claus, on networks including CBS, NBC, ABC, TBS, TNT, Lifetime, USA, Food, Bravo, ABC Family and HGTV starting Sunday, October 31.


For high-resol
ution photos, please click on the following link: d/s0624789bb6843148.



About Toys“R”Us, Inc.

Toys“R”Us, Inc. is the world’s leading dedicated toy and juvenile products retailer, offering a differentiated shopping experience through its family of brands. It currently sells merchandise in more than 1,560 stores, including 845 Toys“R”Us and Babies“R”Us stores in the United States, and more than 510 international stores and 200 licensed stores in 33 countries and jurisdictions. In addition, it exclusively operates the legendary FAO Schwarz brand and sells extraordinary toys in the brand’s flagship store on Fifth Avenue in New York City. With its strong portfolio of e-commerce sites including,,, and, it provides shoppers with a broad online selection of distinctive toy and baby products. Headquartered in Wayne, NJ, Toys“R”Us, Inc. employs approximately 70,000 associates worldwide. The company is committed to serving its communities as a caring and reputable neighbor through programs dedicated to keeping kids safe and helping them in times of need.


* This deal is available in-store only.