The Toy Industry in 2024-25: In Search of Boldness and Brilliance

By John Schulte
Senior Writer

As we survey the toy industry in 2024-25, the landscape reveals both the dazzling successes of individual releases and the lingering malaise of creative stagnation. While pockets of ingenuity shine brightly, they illuminate the broader struggle: A marketplace hungry for true innovation, where risk often takes a backseat to tried-and-true formulas.

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