Topic: Toys

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

Race cars and pitching machines for all

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…

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

An empire started by a schoolteacher

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…

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

Mattel reprises 77-year-old toy as kid-friendly VR

On Dec. 1, Walmart stores will begin stocking the new View-Master, completing a national retail rollout that Mattel began several weeks back. For those (under 30) people who don't instantly recognize the…

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

Lots of surprises, like The Onion

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…

Infographic: For Moms, Mobile Is Now a Vital Part of the Shopping Experience

Smartphones help them through the entire purchasing process

Today's moms are finding that mobile devices are becoming an integral part of their shopping experience, starting well before stepping into a store. BabyCenter talked to over 1,000 moms about…

How Lego’s Marketing Vp Led the Awesome Team that Stole the Oscars

Adweek’s 2015 Brand Genius winner for toys

If there was moment at the 2015 Oscars that turned more heads than host Neil Patrick Harris in his underwear, it was how Lego turned an Academy snub into the…

The Twisted Tale of Slinky, the Most Popular Toy Ever

Simplicity and a catchy jingle helped sell 350 million of them

Slinky took its first springy steps toward becoming a fixture of popular culture on a November day in 1945. Richard James, who had invented the coiled-spring toy, and his wife…

Ad of the Day: Lego Awesomely Leaps Into Toys-to-Life by Way of Joel McHale's House

Batman, Gandalf and Wyldstyle usher in Lego Dimensions

The so-called "toys-to-life" category is about to get an enormous jolt, as Lego and Warner Bros. Interactive have announced their upcoming Lego Dimensions game—and teased it with this entertaining five-minute…

Why the Magic 8 Ball Still Holds Our Fascination

Can a classic toy stay relevant? Signs point to yes

Abe Bookman's toy was a flop. He should have seen it coming. After all, the toy was a fortune-telling device. It was 1950, and for the previous four years, Bookman's company…

Ad of the Day: Lego Finally Makes an Inspiring, Empowering TV Ad for Girls

Imagination meets independence

It's not like Lego hasn't done great ads with girls over the years. In fact, it was ahead of its time. (Everyone has seen the famous "What It Is Is…