Rounding out my coverage from the 2026 New York Toy Fair are three brands at the top of their game – LEGO, Spin Master, and Playmates. These companies are some of the biggest and best in the toy industry with top products and long stories histories. Not only is LEGO is a top company by revenue they are continually nominated and win Toy of the Year Awards in their categories. On the other hand Spin Master is one of the most nominated companies in the Innovative Toy of the Year awards category and with top licensees they are continually adding new products year after year. Meanwhile Playmates has been a steady name in the industry anging out years and years worth of figures.
Because of the wide range of products available from these brands there is a fair amount of products to see from just these three brands so let’s dive right in.
The LEGO Group
https://www.lego.com/en-us
LEGO the building brick company is simply put a juggernaut. The leading brand in the building brick space LEGO sports a vast array of original IP lines such as Ninjago, Creator, City, Technic, Botanicals and DREAMZzz as well as partnering with a seemingly endless amount of companies for a near endless supply of licensees, brands, and franchises. Nearly any property you can think likely has at one point worked with LEGO.
In similar fashion to last year at Toy Fair the LEGO group did bring media behind their walls and into their showrooms to see a ton of new upcoming unreleased and unannounced sets. Same as last year however this 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 of the sets we saw; media were even required to again sign NDAs. So while I was actually able to see some upcoming products, almost as far out as September and later and some of them are amazing, I unfortunately can’t discuss too much of them. However fans can expect some great things from almost every area of the company and I will be sure to keep everyone up to date as the year progresses.
Similar to last year LEGO did take up two areas in the Crystal Plaza one showing off a full size Formula 1 vehicle and one with a Star Wars theme. Additionally LEGO took a huge area in front of their booth creating a LEGO garden filled with flowers (Botanicals), fountains, ponds, and even wildlife. Within this area LEGO had a display of recently announced sets and as an added bonus because Toy Fair started on Valentine’s Day LEGO did have a build-and-take of a rose for all attendees.
So let’s check it out below.
Star Wars
The big news out of the Star Wars sets was the announcement of the Smart Brick which uses smart tags (scannable tiles) along with smart minifigures so that sets can not only interact within the set but also can be linked so that sets can interact with each other such as a Tie Fighter battling an X-Wing and taking damage or R2-D2 interacting on an X-Wing ship. These new set launch in March!
Marvel
Disney
DC
Harry Potter
Jurassic World
Minecraft
Fortnite
Super Mario Bros.
Sonic the Hedgehog
One Piece
Wednesday
Wicked
Animal Crossing and Bluey
Ninjago
DREAMZzz
Botanicals and Art
Speed and Technic
City
Creator
Icons and Ideas
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 have been designing, developing, manufacturing, and marketing consumer products for children since 1994. Their brands include Primal Hatch, Etch A Sketch, Meccano, Air Hogs, PAW Patrol, Hex, Bakugan, Tech Deck, Hatchimals, Monster Jam, 4D Builds, Rubik’s Cube, Bitzee, and How To Train Your Dragon licenses. They also own Pusheen and 120 year old stuffed animal company Gund.
How to Train Your Dragon
Spin Master always seems to have something for the Dreamworks How to Train Your Dragon series. Typically the amount of products is tied to a movie or series release so as this is an off year there was a bit less to show but generally products include blind box, plush, and figures and even a blind box plush.
Highlights this year include three blind box series, a mini Toothless Tales Toothless series, and two other dragon series one a set of dragon figures and another set of dragon plush.
4D Build
Acquired by Spin Master a few years ago 4D Build are a line of 3D puzzles. Spin Master offers these puzzles through licenses including Star Wars, Harry Potter, Marvel, Game of Thrones Marvel, and Stranger Things, and more. Newly shown off were a line of Pokémon puzzles.
KPop Demon Hunters
Spin Master is also getting in on the KPop Demon Hunter crazy with products across their brands related to the Netflix series. On top of Cool Maker Shimmer Me Body Art temporary tattoos there were KPop Demon Hunter 4D Build puzzles as well as a new KPop Demon Hunter Bitzee.
Bitzee
Speaking of Bitzee, the interactive digital pet that you can play and grow with is continuing to see new and exciting products from Spin Master. 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.
Along with the aforementioned KPopDemon Hunters Bitzee there was a new Doghouse Bitzees and an Aquarium Bitzee aptly named Swimzees.
Primal Hatch
The Jurassic World Primal Hatch TRex not only hatches from an egg but once hatched you can train and play with it. The T-Rex features over 100 sounds and reactions as well as articulated features. The Primal Hatch TRex also won Toy of the Year Action Figure of the Year award this past year.
Expanding the line Spin Master is introducing their new Primal Hatch Megalodon, Similar to the TRex the Megalodon also hatches from an egg and kids can continue to play with it in a number of ways with up to three modes of play Savage Strike, Shark Shield and Raging Roar. The Megalodon also features light-up eyes, motorized chomping, and flexible rubber skin. Unlike the Primal Hatch TRex, which is a one and done hatch system, an internal spring that lets the Megalodon compress and be placed back into the egg and hatch again.
Hatchin’ Yoshi
Continuing to capitalize on their hatching craze Spin Master also revealed a Hatchin’ Yoshi interactive toy based on the upcoming Super Mario Galaxy Movie. Similar to the Primal Hatch TRex Yoshi will hatch out of his egg and once hatched kids can interact with him for fun games, reactions and sounds. You can even have conversations with Yoshi by pushing down on his shell, then speak to him and watch him talk back. The Hatchin’ Yoshi can be also be put back in his egg and be re-hatched to experience it again and again.
Monster Jam
Monster Jam offers a range of scales of Monster Trucks from Mini Jams all the way up to large scale RC cars based on the always popular trucks. For Toy Fair there was a new Monster Motors line with a pull back action feature that sends the car flying.
The bigger item from Spin Master in the Monster Jam line was the Monster Champ Chompin Megalodon RC. Watch as the Chompin Megalodon breaks free from its chains and goes on a chompin rampage.
Peekimo
Peekimo is your new best friend. Wear Peekimo around your neck and form an unbreakable bond. Peekimo starts shy but gradually warms up to you once you play games, feed, and overall interact with them. Using touch sensors you can communicate with Peekimo and gauge their mood. With over a 100 sounds and interactions there is never a dull moment.
Hex Bots
Hex Bots allow kids to play and explore through robotic technology in exciting new ways. A dragon and a explodapede were this year’s callouts.
Gund
Gund is a leading producer of plush toys. At over 120 years old the company has stood the test of time. They have licenses with a few companies including Sesame Street, Disney, and Paw Patrol and are the makers of the ever popular Pusheen line.
Wicked the Game
Though not a new game for fans of Wicked there is a cooperative game based on the movie. Playing together players collect card sets to advance the chapters of their story. If players can reach the Emerald City His Royal Ozness you win otherwise Oz The Great and Powerful becomes too strong and convinces everyone of your wickedness.
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, Monsterverse, Power Rangers, and recently announced new collaboration on Matt Dinniman’s Dungeon Crawler Carl novels.
Saban’s Mighty Morphin Power Rangers Re-Ignition
Following-up from last years announcement Playmates is continuing to work with Hasbro on the original Mighty Morphin Power Rangers show with their Re-Ignition line. Products range from figures with Head-Flippin Action, Battle Bike’s, and Megazords. Roleplay items including masks, power morphers, and blades and blasters. Plush and blind box also round out the lines.
This year we saw new releases in the figures line including a Goldar and a Season 2 Thunderzord
Dungeon Crawler Carl
Coming in to Toy Fair I was not aware of the Dungeon Crawler Carl novels. Written by Matt Dinniman the series follows Carl and Princess Donut, his ex-girlfriend’s cat, who are survivors of the destruction of the human race by the Borant Corporation who are mining Earths resources. Carl, Princess Donut, who becomes sentient, and other survivors are forced to compete in a dungeon crawl recreated from resources mined in an intergalactic reality show which is being live-streamed across the civilized universe in order to fund the mining operations. The dark humor series follows Carl, stuck in his iconic underwear, and Princess Donut as they navigate these dungeons
The new product line for Dungeon Crawler Carl includes figures, mini statues, Loot (mystery) boxes, and plush. Check it out!
Teenage Mutant Ninja Turtles
For over 30 years Playmates was the go to for TMNT fans offering figures from the newest series to legacy lines and everything in between. Along with traditional figures in the TMNT series Playmates produces roleplay items, mini playsets, Turtle Tots, and more. Sadly after having the main license for nearly the entire history of TMNT Playmates recently announced that they would no longer be the main producer of figures.
But that doesn’t mean there aren’t a few things to show; re-branded as the World of TMNT Playmates did have a line of new figures.
As well as a TMNT by G.I. Joe collaboration
Monsterverse
The Monsterverse line continues to bring in the larger line of Legendary movie monster figures from King Kong and Godzilla.
Within the Monsterverse was a Godzilla X TMNT collaboration
And a Monsterverse X Mighty Morphin Power Rangers Collaboration
