[Toy Fair 2020] Four Hot Brands: Bandai, Jazwares, Spin Master, and Playmates

These next companies really bring the heat with their collective licenses and product lines. From How to Train Your Dragon and Batman to WWE and Disney’s Frozen there’s something for everyone!


At Toy Fair Bandai usually splits their footprint between their more collectible side as a collectible distributor and their traditional booth. This year the Bandai booth filled their space with a range of products from their diverse portfolio including Pac-Man, Tamagotchi, Digimon, Dragon Ball, and Disney.

Tamagotchi, Pac-Man, and Digimon
Along with the standard fare of Tamagotchi products Bandai introduce the Tamagotchi ON the next generation of the interactive virtual pet. Tamagotchi On expands features and activities to keep your character happy including getting married and raising your next My Tama which has features from both of its parents. Also to celebrate the 40th Anniversary of Pac-Man there is a Tamagotchi Pac-Man in both a standard and deluxe version which comes with a Pac-Man protector. Bandai were also displaying their Pac-Man Connect and Play which features 12 classic games in a Pac-Man shaped controller reflecting the nostalgia of 80’s arcade style gaming. Digimon also saw a few new versions in some cool clear plastic versions.

Dragon Ball
From Dragonball there were a number of figures in multiple scales from 12-inches to 5-inch to their Dragon Stars series including their 6.5’’ figures featuring 16 points of articulation. The other addition to the line is the Collector Tenkaichi Budokai Diorama a new diorama for you to display or train with your figures.

Anime Heroes – Saint Seiya and Naruto
Their Anime Heroes figures is a new line they are introducing based on popular Manga. Starting with Naruto and Saint Seiya: Knights of the Zodiac. The figures feature multiple points of articulation and detailing along with extra accessories and hand options.

My Hero Academia
Blind Bag Assortment of miniature collectibles based on the popular show My Hero Academia.

The Loyal Subjects
Bandai acts as the distributor for The Loyal Subjects Action Vinyls. The vinyls are a hybrid coupling of stylized features, artful and detailed deco from the Designer/Art Toy/Vinyl world, and the pose-able dexterity found in Action Figures; hence “Action Vinyls.” The 3.25’’ figures have up to 15 points of articulation, come with a collector card, and have interchangeable accessories. The line features multiple licensed products; though not much were shown off at the Bandai booth.

Disney and Peanuts Character Friends and Tippies

Rubiks Megahouse Charaction Cube
A new twist on the Rubiks cube with some character Rubiks puzzles with some licensed figures including Gundam, Dragon Ball, Naruto, and Hello Kitty.



On my quest to find Wicked Cool Toys, a company I covered last year, I discovered that they were acquired by Jazwares. So who are these Jazwares people. Well Jazwares is an award winning global leader in consumer products including toys, plush, collectibles, musical instruments, and consumer electronics. Founded in 1997 the company has years of experience in design, development, and manufacturing. The company’s portfolio features a variety of dynamic, wholly-owned brands along with leading global licenses, and includes acquisitions First Act™, Russ Berrie™, Applause™, Zag Toys™, and Wicked Cool Toys with a focus on identifying new trends and transforming them into high-quality products.

Wicked Cool Toys/Jazwares were appointed by 343 Industries as a global toy licensee for the new Halo Infinite game launching later this year. On display at the booth were figures in both the 3.75”, 6”, and 12” scale.  The line also includes vehicles, and cos/role play items such as a high end Master Chief Helmet.

All Elite Wrestling (AEW)
The new AEW franchise is getting into the toy game with a line-up of figures. Debuting in 2019 AEW partnered with Wicked Cool Toys/Jazwares to premiere its first line. The figures in the line are highly articulated, though unlike the Mattel line of WWE figures there is only one tier of figures; at the $20 price range you get a mix of good articulation and some extra accessories and hands/heads. What is also interesting about the line are the chase and rare versions of wrestlers which are limited to 1,000 and 500 respectively. Jazwares are working with their distributors to make sure these chase and rare editions are split up evenly amongst not just retailers but regions as well. The AEW line also features other items including rings and replica belts.

Micro Machines
Micro Machines the miniature car toy line of the 1980s and 1990s are coming back. Hasbro has given Wicked Cool Toys/Jazwares the global master toy license for this line and they have run with it. Hitting shelves later this year the line will have cars generally packaged in 5 packs as well as blind packs (and you guessed it chase versions as well) as well as tracks, playsets, and storage!

Holding the global master toy partnerships for Pokémon, excluding Asia, Wicked Cool Toys/Jazwares had plenty to show off at the Toy Fair with something for all level of fans and collectors. The line covers figures, role play, plush, electronics and more. In the plush line you will see some sleeping Mons as well as special limited versions including Mons with hats or hearts and ones with special colorways. Building on the success of the My Partner Pikachu, which reacts to touch and features over 100 reactions, My Partner Eeevee is being introduced with over 60 reactions. There were a few other items still under embargo that looked really good but one final item of note was a 1/10 scale MewTwo deluxe figure that will include special lighting effects.


Spin Master, nominated for more Innovative TOTY awards than any other toy company, produces a wide range of licensed and original IP products. They have been designing, developing, manufacturing, and marketing consumer products for children since 1994 with brands including Bakugan, Etch A Sketch, Air Hogs, PAW Patrol, 2017 Toy of the Year Hatchimals, DC and HOW TO TRAIN YOUR DRAGON license.

Last year Spin Master got the master license for DC products, so this year at Toy Fair they debuted a whole line of figures. The 4” figure line to me was the highlight of the new partnership. What’s cool about this line is both the level of articulation (11 points) for such small figures and that each figure comes with a trading card that uncovers your mission and three mystery accessories, with rare and super-rare finishes, that allow you to progress through it. There are also a range of Mega Gear figures which come with a armor such as Batman’s mega gear wings which fold up and activate with the press of a button. For the 4” figure line there is a 2-in-1 Batmobile that also features a Batboat and a Batcave Playset. The 4” features Batman but there is also Justice League series as well.

Here’s a closer look at one of the 4″ figures

Another line includes a blind box mini figures line. What makes this series so amazing is the range of characters Spin Master has created including Batman Beyond, Batwoman, Nightwing, Manbat, and Damian.

Spin Master also had a line of 12” figures including a Rapid Change Utility Belt Batman, Voice Changing Masks, and a RC car.

The big item this year in the Dragons line was the reveal of the Flying Toothless. For the first time you can teach your Toothless how to fly! Multiple touch sensors allow you to build a bond with Toothless. Toothless’ multicolored eyes let you know just how he is feeling and as you build a bond with him, he will gain confidence and once ready will be able to fly out of his included nest. After a long day of training he is sure to need a snack and he will respond to the included fish accessory.

The Dragons line expands with blind box Mystery Dragons, Dragon and Viking Figure Sets, Rescue Riders Basic Dragons, Rescue Riders Dragon and Viking Figure Sets, plushes, and more!


Playmates Toys produces some of the most imaginative products from top licenses including. With over 50 years in the business they are a top player in the game with strong licenses including Teenage Mutant Ninja Turtles, Ben 10, Super G, Pop Tops and Frozen. Unfortunately as of now Teenage Mutant Ninja Turtles is on hiatus so there wasn’t anything new to show off in that product line.

For Frozen Playmates Toys were showing off their all-new Disney Frozen 2 Adventure Storytelling Figures. These figures are the only Frozen 2 figures that interact with you and sing and talk with each other. Each figure has a head that moves and eyes that open and close. Each figure also has sensors and I.R. technology that activates over 50 phrases each, individual songs and adventure play. Each figure sings its own song inspired by the film including Elsa’s “Into the Unknown,” Anna’s “The Next Right Thing,” and Olaf’s “When I’m Older” in wave one and Elsa’s “Show Yourself.” When two or more figures are in range they sing “Some Things Never Change” together!”

Set in Paris the series features two teenagers, Marinette Dupain-Cheng and Adrien Agreste, who transform into the superheroes Ladybug and Cat Noir to protect the city from supervillains. Playmates picked up the license rights for this line and have run with it. Products include articulated figures (look at those double knee joints), dolls, plushes, and a Miracle Box Mystery Kwami.  

Ben 10
For Cartoon Network’s Ben 10 2020 line features a new wave of figures hitting shelves in the Spring. The newest revealed items however were the Alien World Micro Playsets which features two modes playset and wearable Omnitrix. Each Micro Playset comes with two micro figures and accessories. There was also a Alien Watch Omnitrix a real watch with different Ben 10 alien voices each hour. Finally the Omnitrix creator lets you mix and match parts to create your own Omnitrix or Antitrix with over 100 combinations.

Thanks to the amazing folks at SPIN MASTER, BANDAI, JAZWARES, and PLAYMATES TOYS for inviting Hi-Def Ninja into their booths and showing us around the newest offerings from the hottest lines.

About the author

Media Journalist | Michael loves all things pop culture and has an opinion about everything whether you ask for it or not. Michael collects steelbooks, posters, convention exclusives, LEGO, Transformers, and everything in between.