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Barbie – Mattel
In 2023, Barbie fans of all ages came out to celebrate the brand like never before. With the record-setting theatrical release of Barbie The Movie, in partnership with WB, Mattel successfully turned the world pink. In addition to launching a full line of film-inspired dolls and toys, the company collaborated with over 165 best-in-class partners across the globe from the consumer, merchandise, and retail verticals, including Zara, Spirit Halloween, Hot Topic, BÉIS, Crocs, and Impala Skate. With the existing widespread awareness and affinity for the Barbie brand—coupled with mass consumer excitement for the film—the marketplace was filled with mediums for generations of Barbie fans to join in on the fun and celebrate the milestone moment for Barbie.
Nerf – Hasbro
For 55 years, NERF has remained an unrivaled category leader with wide-ranging product and experience offerings—turning NERF into the social, active play lifestyle brand it is recognized as today. Throughout 2023, NERF dramatically expanded its owned and licensed offerings, including striking footwear with Crocs, innovative pet offerings with Gramercy Product’s NERF DOG Glow line, an active daywear and swim range with Character.com, and fresh SUPER SOAKER water toys with Wowwee. In-house, Hasbro debuted the new segment NERF Elite Junior, a lineup of easy-play blasters geared to younger fans, along with a slew of premier blaster collaborations with massively popular content creator MrBeast, video game juggernauts Minecraft and Fortnite, and strategic card-trading game MAGIC: THE GATHERING. The active lifestyle brand also partnered with former NFL wide receiver Donald Driver to debut the brand’s first official sport NERFBALL, which incorporates specialized equipment like the enthusiast-minded NERF Pro Stryfe X blaster.
Squishmallows – Jazwares
Squishmallows takes the world by storm (again), becoming a beloved fixture within the cultural zeitgeist while holding the title of #1 best-selling plush brand. Since its debut, Squishmallows’ popularity has surged to create a universal global appeal with more than 200 million units sold, over 2,500 unique styles, and multiple line extensions in more than 55 countries. With the brand’s expansion well beyond the toy aisle, Squishmallows continues to grow its collaborative licensing programs with more than 60 global best-in-class partners, including McDonald’s, PUMA, H&M, and many more. In 2022, 2023, and 2024, Circana named Squishmallows the top best-selling toy and plush property, and the Toy Association has recognized the brand with 10 Toy of the Year awards. Celebrated the world over via authentic licensing collaborations, on celebrity social media channels, and at surprise and delight fan activations, the #SquishSquad sits atop the pantheon of endearing brands that are impacting the world today.
TRANSFORMERS – Hasbro
Since 1984, TRANSFORMERS has come to life in movies, TV shows, comic books, innovative toys, and digital media, bringing incredible more than meets the eye experiences to fans. Last year, the brand released over 150 toys, including products based on the blockbuster film Transformers: Rise of the Beasts (the #2 most-streamed movie on Paramount+ in the US for 2023). In June, Hasbro announced Skybound Entertainment as the new publisher of TRANSFORMERS and G.I. JOE comics and unveiled the shared Energon Universe. TRANSFORMERS #1 reigns as the best-selling Hasbro comic launch of all time. The franchise continued momentum with major location-based entertainment openings in China, including Analia Playlodge—the first-ever mega resort complex merging TRANSFORMERS and MY LITTLE PONY—and TRANSFORMERS: The Ark restaurants. In April, Hasbro announced a licensing agreement with Mattel to launch TRANSFORMERS UNO, with TRANSFORMERS Hot Wheels coming in 2024.
