Toys

Dads Play Barbie With Their Daughters in the Doll’s Latest Charming Effort to Modernize

Mattel has had a lot of success modernizing the perception of Barbie over the past few years, by focusing on her power to help girls imagine a powerful and fulfilling future for themselves.

This Fun, Fan-Made Star Wars Ad Introduces a Bunch of Toys From Rogue One

So, it's no Chewbacca Mom—what is?—but the first fan-generated ad has landed for the megamillion-dollar toy line around Rogue One: A Star Wars Story, one of the most anticipated films of the year.It's a fairly epic video, done in stop-motion animation, that includes a sneak peek at a whole toy box of products from Lego, Funko, Hasbro and others. (Bobbleheads, construction toys and other swag had been under wraps until now—it all goes on sale this fall).

360i Created Toys So People Living With Paralysis Can Play With Their Kids

Donna Lowich, a grandmother of three young girls, sustained a spinal cord injury over 30 years ago when her son Jeffrey was four years old. She was paralyzed from the neck down. As her son grew up, Donna was unable to actively play with him.

How American Girl’s Storied Dolls Became Such a Surprising Success

Late in 2013, a new crop of videos began surfacing on YouTube. They featured everyday themes like going food shopping and eating out. One of them even notched over 14 million hits. Their amateur directors (nearly all of them young girls) shot the films using stop-motion animation. By last year, there were so many of these movies that they became their own genre—AGSM. 

Fisher-Price’s Delightful Concept Video Imagines the Tech-Heavy, Screenless Toys of 2025

It's a tension many modern parents feel daily when it comes to their children's playtime: how to balance screenless, imaginative, physical play with the irresistible draw and addictive sensory thrill of screen time. Fisher-Price, though, believes the two will soon merge. The Mattel brand, which caters mostly to infants and toddlers, has released a concept video—created with innovation design consultancy Continuum—showing what children's toys might look like a decade from now. 

This Week’s Must-Haves: Lego’s App-Connected Kit Teaches Kids About Coding

This week, the Adweek staff is highlighting an app-connected Lego robotics kit, Nespresso's smart espresso maker and more. Take a look!

View-Master Is Waking From Its Decades-Long Slumber, Thanks to Virtual Reality

On Dec. 1, Walmart stores will begin stocking the new View-Master, completing a national retail rollout that Mattel began several weeks back.

Here Are the 20 Sites Holiday Season Toy Advertisers Need to Target

OK, so you are an online toy seller. Maybe you are an e-commerce entrepreneur who stocks items in your two-car garage, or maybe you are the digital lead at FAO Schwarz—doesn't matter. You've got to move dolls, tricycles, board games and kiddie electronics in the next few weeks like nobody's business.

Creator of Beanie Babies Just Made Its First-Ever TV Spot, for This Brand-New Product

Beanie Babies, introduced in 1991, were once the hottest toys in the world. Yet they managed to get so popular without benefiting from a single TV commercial (aside from a McDonald's Happy Meals tie-in).But now, Beanie Babies maker Ty Inc. is launching a new line of plush animals, with a uniquely modern twist—and has hired Leo Burnett to promote the line with the company's first-ever TV spot, beginning with Black Friday this week.

Mattel Wins Praise for Having a Boy in This Barbie Ad, but There’s More to the Story

The Moschino Barbie, a collector's edition Barbie doll featuring clothes designed by the  Moschino fashion label, is already sold out. But that didn't stop Moschino and Mattel from making an ad with—prepare to be shocked—a BOY in it! And he's playing with a doll! And he has an unflattering mohawk!This came as a great surprise to the media, which has been praising Mattel as a result for breaking down gender norms in doll advertising. There's just one small problem with that narrative: Mattel didn't lead the creative on this one; Moschino did.