Rounding out my coverage from the 2025 New York Toy Fair is a recap of just four companies. Bur these aren’t just any companies these are some of the biggest and best brands in the toy industry. LEGO and Mattel are the top two companies by revenue while Spin Master is the most nominated company for Innovative TOTY awards. While LEGO just creates building sets others like Spin Master and Mattel have a huge amount of properties in their portfolios and produce many different types of products. But all of them share one thing in common, they are all household names.
With that said there are still a fair amount of products to look at from just these four brands so let’s dive right in.
LEGO
https://www.lego.com/en-us
The LEGO groupis simply put a juggernaut. Sporting a vast array of original IP lines such as Ninjago, Creator, City, Technic, Botanicals and DREAMZzz while also partnering with nearly any property you can think of there is likely a set of minifigure out there for anyone. While at the 2023 New York Toy Fair media were not really given any peaks into what was upcoming from the LEGO group at this year’s Toy Fair media were allowed behind their walls and into their showrooms. This however came with the caveat that because we were seeing sets not ready to be announced we were also not allowed to take any photos or even discuss some of the sets we saw; press were even made to sign an NDA. So while I was actually able to see some upcoming products, almost as far out as September and later, I unfortunately can’t discuss too much of them. However fans can expect some great things from almost every area of the company and even some new properties.
That said that does not mean there can’t be some things to show off. LEGO did take up a huge open area in front of their booth and created a LEGO garden filled with flowers (Botanicals), fountains, ponds, and even wildlife. LEGO also had display cases of sets though most had already been announced; but check out some of them below.
Star Wars
Marvel
Disney
DC
Harry Potter
Jurassic World
Sonic The Hedgehog, Super Mario Bros., Minecraft, and Animal Crossing
Wicked
Botanicals
Ninjago
DREAMZzz
Speed and Technic
Creator
Architecture, Art, and Ideas
City
Mattel
https://about.mattel.com/
In sheer size of properties Mattel continues to be at the top toy brand companies and is in fact the second largest toy maker in terms of revenue right after LEGO. While in 2023 Mattel was not at the New York Toy Fair they returned back to their normal space in the River Pavilion area at the Javits center this year to celebrate their 80th Anniversary. Mattel utilizes the entirety of the River Pavilion to showcase nearly every property they have, which is a lot, and includes WWE, Jurassic Park, Matchbox, Hot Wheels, LittlePeople, Monster High, Minecraft, Masters of the Universe, and Uno Fandom.
80th Anniversary Line
To celebrate Mattel’s 80th Anniversary they showcased products across all their lines with special 80th Anniversary packaging featuring a 80th year logo and mostly red highlights. Products in the line included special editions of a few properties including UNO (featuring cards with the different Mattel brands), a red chromed version of Thomas the Tank Engine, a red Magic 8-Ball, Hot Wheels, and Barbie.
WWE
For the WWE Mattel continues to be the producer and manufacturer of their action figure line. Mattel’s WWE line includes the basic figure line, elite figure line, and ultimate Edition line. Each series steps up from the previous one ending with the ultimate line featuring many more points of articulation, more detail, extra accessories, and changeable hands and heads. One of the big reveals was a John Cena Ultimates figure and a Money in the Bank ring.
UNO
Uno has turned into its own brand within Mattel with many different versions including the Elite 2025 NFL Core Edition, Show ‘EM No Mercy, Artiste series Gray Malin, and Keiichi Tanaami editions.
He-Man and Masters of the Universe (MOTU)
Shown off were the main line MOTU figures as well Teenage Mutant Ninja Turtles and Thundercats Crossovers. There was a line of She-Ra figures but sadly my camera decided to not take useable photos of them!
Jurassic World
Jurassic World is an evergreen property for Mattel and with the release of the Jurassic World Rebirth movie around the corner there was a full range of products and crossovers for the franchise. This included various dinosaurs, vehicles, an RC truck, roleplay, and a UNO branded deck.
Hot Wheels
Hot Wheels always has an amazingly large display in their showroom. Shown off this year were cars and a racetrack for their Formula1 collaboration. Other callouts include Premium Car Culture, Let’s Race based on the Netflix show, Racer Verse featuring many licensed properties such as Star Wars, Marvel, DC, Jurassic World, Toy Story, and Spongebob Squarepants, Super Rally collaboration by Arsham Studio, and in an almost designer toys design a MSCHF collaboration.
Matchbox
Mattel’s other toy car line Matchbox focuses more on realism showcasing realistic details of vehicles.
Disney Pixar Cars
Minecraft
Minecraft has a new movie coming up and with it comes a line of new figures, blind box, plush, and collectibles.
Toy Story
Toy Story continues with their range of figures including large size Woody, Buzz and Rex.
Little People Collector Sets
Mattel took the figures from their Fisher Price sets and turned them into more collectible figures with nicer packaging for the adult collector.
Wicked, Barbie, Monster High, and Snow White and the Seven Dwarfs
A range of collectible dolls are also made available from various Mattel lines including Barbie and Monster Dolls. Additionally Mattel was showcasing a new wave of figures from Wicked and the upcoming Snow White Movie.
Mattel Brick Shop
Coming soon is Mattel’s rebuilt building set line!
Spin Master
https://www.spinmaster.com/en-US
Spin Master, nominated for more Innovative TOTY awards than any other toy company, produces a wide range of licensed and original IP products and has been designing, developing, manufacturing, and marketing consumer products for children since 1994. Their brands include Bakugan, Etch A Sketch, Meccano, Air Hogs, PAW Patrol, Tech Deck, 2017 Toy of the Year Hatchimals, Monster Jam, DC, 4D Builds, Rubik’s Cube, Bitzee, and How To Train Your Dragon licenses. They also own 120 year old stuffed animal company Gund.
DC
The DC line continues to be a strong area for Spin Master. The 4” figure line featuring 11 points of articulation continue to impress. Their range of toys also includes 12” figures, Battle Clash, Ninja Strike, Teen Titans Go! Twisty Titans, and Metal Verse lines. I was also given a sneak peak of the new Superman movie figures but sadly no photography was allowed but I will say if you are a Krypto fan you’ll be happy.
How to Train Your Dragon
Spin Master has always had a bit of product for the beloved Dreamworks Animation movie but with the upcoming new live action movie they were able to go into overdrive and create a whole new line of products based on it. Multiple types of Blind Box, Plush, and figures and even a blind box plush will be available. The highlight of the display and likely even of all of what was shown from Spin Master was a Tame and Train Interactive Toothless featuring over 60 sound and reaction effects.
Playstation
Something you would not expect from Spin Master was a line of action figures and plush from Playstation games including God of War Ragnarok, The Last of Us, and Horizon.
The Wizarding World of Harry Potter
From Harry Potter there was a new line in their Magical Moments collectible series which is currently up to Year 5. The other two items of note were an Enchanting Hedwig featuring over 15 realistic sounds and movements and super soft plush material and a wall driving remote control car from The Chamber of Secrets.
Monster Jam
There are always a range of scales of products from Monster Jam from Mini Jams all the way up to large scale RC cars. A new line of trucks even takes ‘damage’ when they collide into each other or other objects.
Bitzee by Spin Master
Bitzee is an interactive digital pet that you can play and grow with. Bitzee reacts to your swipes, tilts, shakes and touch. With your love and care, help your pets grow from baby, to adult, to Super Bitzee. As you expand your Bitzee which always starts as the dog will allow you to expand to all 15 pets. The Bitzee line has expanded to include Harry Potter and Jurassic World.
Primal Hatch
Hatch your own T-Rex
Hex Bots
Hex Bots allow kids to play and explore through robotic technology in exciting new ways. A Wall Crawling Gecko and a Fiery Dragon were new items on display.
Rubik’s Cube
Rubik’s Cube is an evergreen toy from Spin Master. Spin Master also continues to expand the line with new versions such a thermal versions or times versions.. There are a few new cubes on the horizon but those were under embargo. The Cubers line does continue to grow with Star Wars, Marvel, Hello Kitty, and Lilo and Stitch.
4D Build
Acquired by Spin Master a few years ago 4D Build are a line of 3D puzzles. Star Wars, Harry Potter, Marvel, Star Wars, Game of Thrones House of the Dragon, Stranger Things, Voltron, Teenage Mutant Ninj a Turtles, and Titanic are all represented in these unique puzzles.
Gund
Though they were bought by Spin Master this 120 year old company continues to be a leading producer of plush toys that have stood the test of time. They have licenses with a few companies including Seasame Street, Disney, and Paw Patrol. Gund also makes the ever popular Pusheen line. A Knit Plush Winnie the Pooh Bear and Piglet were almost taken home by me right there.
Games
Playmates Toys
https://playmatestoys.com/
Playmates Toys produces some of the most imaginative products from top licenses. With over 50 years in the business they are a top player in the game with strong licenses including Teenage Mutant Ninja Turtles, Godzilla X Kong, Miraculous, and now Power Rangers.
Saban’s Mighty Morphin Power Rangers Re-Ignition
Playmates is bringing back the original Power Rangers with their Re-Ignition line. Products range from figures with Head-Flippin Action, Battle Bike’s, Megazord, roleplay items including masks, power morphers, and blades and blasters. Plush and blind box also round out the lines. The bad news – products don’t release until 2026.
Teenage Mutant Ninja Turtles
For TMNT fans Playmates is definitely your go to with figures from the newest series as well legacy lines as well. They also produce roleplay, mini playsets and Turtle Tots. In the figures line new waves of Tales of the Teenage Mutant Ninja Turtles, Flingers line, and some original line figures as well. A Sewer Playset, Mutant Module, and other vehicles bring back the nostalgia.
Monsterverse
Rebranded as the Monsterverse line to bring in the larger line of Legendary movie monsters figures still mostly focus on King Kong and Godzilla. A real feel flocked Kong and Roll N’ Battle Punching Kong and Energized Tail Whipping Godzilla were just some of the new products on display.
