Hasbro Raises Its 2026 Outlook as Magic: The Gathering Tops $600 Million in a Quarter
Hasbro reported on Oct. 20 that third-quarter revenue rose 15% to about $1.6 billion. Magic: The Gathering grew 34%, passing $600 million in quarterly revenue for the first time, with growth the company credited to The Hobbit and Reality Fracture sets. Consumer Products revenue rose 4%, led by Marvel, KPop Demon Hunters and Transformers.
Hasbro now expects full-year revenue to grow 7% to 9% in constant currency, up from 5% to 7%, and said it is doubling its share repurchase target for the year. Third-quarter results include about $55 million of tariff refunds.
Source: Hasbro Investor Relations
Burger King Launches Hello Kitty and Friends King Jr. Meals with Six Blind-Box Toys
Starting Oct. 20, Burger King King Jr. Meals at participating U.S. restaurants come with one of six Hello Kitty and Friends toys in a mystery blind box, for a limited time. A limited number of golden Hello Kitty toys are mixed into the lineup.
On Friday, Oct. 23, the Burger King at 10014 Paramount Blvd. in Downey, Calif., will host a one-day Golden Claw Machine, where one guest could win a one-of-one, 14K gold-plated Hello Kitty figurine.
Source: Burger King Newsroom
Five Toy Recalls in the Past Month: Check Shelves for Magnet and Water-Bead Toys
Since Sept. 24, the U.S. Consumer Product Safety Commission has posted five toy recalls: The Conqueror Avengers Infinity Gauntlet Medals (about 476 units, magnets can detach), GBYMIUY Magnetic Stick Figure Toy Sets (about 10,750 units, loose high-powered magnets), ABC Trading Squishy Dumpling and Crazy Squib Ball toys (about 37,000 units, water beads), LLK Trading Mochi Malrang Mystery Dumpling Toys (about 480 units, water beads) and ABC Trading light-up glasses, headbands and ties (about 43,674 units, button-cell batteries children can reach).
Parents and retailers can find photos, sales dates and remedy details on each CPSC notice below. Owners should stop using the recalled products right away.
Source: CPSC: The Conqueror Avengers Medals ; CPSC: GBYMIUY Magnetic Stick Figures ; CPSC: ABC Trading Squishy Toys ; CPSC: LLK Trading Mochi Malrang Dumpling Toys ; CPSC: ABC Trading Light-Up Toys
NRF Forecasts Holiday Sales of $1.013 Trillion as Toy Prices Run 6.6% Above Last Year
The National Retail Federation expects November and December retail sales to grow 4.2% over 2025, to a total of $1.013 trillion, and expects retailers to hire 325,000 to 375,000 seasonal workers.
Shoppers will feel higher prices on the toy aisle: the U.S. Consumer Price Index for toys was up 6.6% year over year in September, according to the Bureau of Labor Statistics.
Source: National Retail Federation ; U.S. Bureau of Labor Statistics, CPI Table 2
Mattel Names Former Amgen CFO Peter Griffith Chief Financial Officer
Mattel said on Oct. 19 that Peter Griffith will become chief financial officer, effective Oct. 20, 2026, and will also join the board. Griffith was most recently executive vice president and CFO of Amgen.
He succeeds Paul Ruh, who will stay on in an advisory role through the end of the year, and reports to Chairman and CEO Roger Lynch.
Source: Mattel
Whatnot Says Toys and Hobbies Orders Are Up 140% This Year, Led by Squishies and Nostalgia
Live-shopping platform Whatnot's 2027 Consumer Trends Report says Toys & Hobbies orders on the platform grew 140% in 2026 and the number of toy buyers more than doubled. Squishy toys made up nearly two-thirds of the category's search volume, with NeeDoh the most-searched brand.
Whatnot also expects 1990s and 2000s nostalgia to keep growing among adult collectors, noting searches for Build-A-Bear rose 190% and Bratz 170% this year.
Source: Whatnot
A 26-Foot "Barbie Is Moving" Truck Tours New York, Dallas and Los Angeles
To celebrate the new Barbie DreamHouse, Pinterest has added a Barbie experience to its Restyle tool, which lets users reimagine a room in one of the DreamHouse styles. Pinterest says searches for "Barbie DreamHouse aesthetic" are up 72%.
From October through November, a custom-pink, 26-foot "Barbie Is Moving" truck is stopping in New York City, Dallas and Los Angeles, where visitors can try Restyle and take photos.
Source: Pinterest Newsroom
MINISO Opens Its First U.S. MINISO LAND at Columbus' Easton Town Center
MINISO opened its first U.S. MINISO LAND on Saturday, Oct. 17, at Easton Town Center in Columbus, Ohio. Grand-opening deals included free blind-box goodie bags for the first 100 customers and 10% off all weekend.
The store is also releasing Pokémon Checklane Booster: Pitch Black packs and Pokémon Lumiose City Mini Tins in limited quantities each weekend this month.
Source: MINISO USA
KPop Demon Hunters Comes to Toca Boca World on Oct. 27
Spin Master's Toca Boca says its collaboration with Netflix's KPop Demon Hunters launches in Toca Boca World on Oct. 27, bringing the film to an app the company says has close to 60 million players.
Source: Toca Boca via PR Newswire
The Toy Association Sets 2027 LA Preview Market Dates
The Toy Association confirmed that the 2027 LA Spring Preview Market Week will run May 17-21, 2027, and the LA Fall Preview Market Weeks will run Sept. 13-24, 2027.
Source: The Toy Association via PR Newswire
For the full weekly market brief: The ToyDirectory Intelligence Report
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