Kreiz, a former entertainment executive, has led a major turnaround effort since joining Mattel in 2018, focusing on IP ...

Play is considered a universal language, and is now the subject of a groundbreaking study by Mattel, the toy company ...

Sharon Price John says Build-A-Bear has leveraged nostalgia by collaborating with brands like Pokémon to boost plushie sales ...

Johnson and Goldberg, who co-founded Story Kitchen, called Toys ‘R’ Us “a cultural touchstone that continues impacting the ...

Story Kitchen and Toys“R”Us Studios, the entertainment production arm of the global toy brand, have teamed up to develop a ...

Tigercat_LPG/istockphotoBack in the 1960s, kids didn’t need screens or smartphones to get excited — they just needed a toy ...

LeBr0n (sic) James Voodoo Doll Parody: The description notes “Don’t like his cockiness? Stick a pin in him” and they ...

beautiful Barbie, I’ll make believe that I am you.” Despite toy industry naysayers, who carped that nobody would want to play with a doll that had breasts, Barbie—with her tiny waist and ...

A Toys 'R' Us live action movie is in the early stages of development. More details are expected to emerge in the coming months.

“It will be a journey as boundless as play itself ... or “Big,” plus other successful toy-inspired narratives like “Jumanji” and “Barbie.” The producers are engaging in preliminary ...

A Toys 'R' Us live-action movie has been announced, marking another entry into the slew of toy-based movies after Barbie's ...