Barbie – Mattel
In 2024, Barbie continued to captivate audiences, marking 65 years as a cultural icon while expanding her influence across fashion, lifestyle, publishing, gaming, and location-based entertainment. Building on the brand’s record-breaking momentum, Barbie partnered with over 100 best-in-class brands to deliver innovative collaborations that reinforced her relevance across generations with over 4.5 billion media impressions for the brand. Barbie’s 65th celebration was brought to life through partnerships—including Stanley, Aille, Olipop, and Reebok—offering fans fresh ways to engage with the brand. High-profile fashion collaborations like The Frankie Shop, immersive experiences, and brand activations showcased Barbie’s undeniable cultural impact. Retail activations, such as Miniso, extended the celebration to shoppers worldwide while Barbie’s storytelling continued to inspire through publishing and digital content. By blending nostalgia with innovation, Barbie reaffirmed her status as a multigenerational icon—proving that even after 65 years, she remains at the forefront of culture, play, and self-expression.
FurReal – Hasbro
In 2024, Just Play relaunched the FurReal toy line with new product in February (Newborns, Wag-a-lots, Walk-a-lots, My Minis) and in the fall (Peanut the Playful Monkey, Daisy the Yoga Goat, GoGo the Walkin’ Pup). With authentic animatronic features, the FurReal brand has led the interactive pets’ category for 20 years, selling more than 100 million pets in over 75 countries. The brand saw a remarkable resurgence in global sales and quickly became the top brand in the Feature Plush category, overtaking Little Live Pets and Pets Alive. Five FurReal items were in the top 25 feature plush YTD (Walks-a-Lot Bernadoodle, Daisy the Yoga Goat, Peanut the Playful Monkey, Minis, and Newborns). Industry recognitions include The Toy Association’s “Best of Spring & Summer Influencer Choice List” in 2024 (Walk-a-Lot Bernedoodle) and TOTY 2025 finalist placement (Peanut the Playful Monkey).
Littlest Pet Shop – Hasbro
Littlest Pet Shop (LPS) is the original pet collectible. Nominated by The Toy Book’s Pulse Of Play Awards for Best Product Launch of the Year, LPS’s relaunch was massively successful. Following its long-awaited return to retail in January, LPS became one of the fastest-growing toy properties worldwide, landing as the second growth property and the ninth top property overall across G10 markets in Playset Dolls & Accessories. Hasbro and Basic Fun! kicked off a global, year-long campaign with a surprise ‘Bobble to the Beat’ launch party at the iconic Macy’s/Toys “R” Us in Herald Square, NYC. Dynamic marketing campaigns achieved more than 1.4 billion impressions with Gen Alpha girl-targeted social media efforts amassing over 88 million organic impressions, 2.7 million engagements, and over 172,000 new followers. New products continue to roll out across more than 35 countries, with over 120 bobblin’ pets available to date.
Qee – Toy2R (Guangzhou Art-land)
Qee is the champion collection created by leading toy design company Toy2R in 2001. It’s a family of cute characters that originated with the character BearBearQee. As the first-ever do-it-yourself art toy, Qee has partnered with world’s hottest brands like Shu Uemura, Adidas, BMW, Christian Lacroix, DKNY, Samsung, Starbucks, Swatch, VSOP, Lesportsac, L’OCCITANE, and more. Over 200 million Qee figurines have been sold globally since market launch. In 2024, Qee successfully cooperated with renowned brands in China, including 361°, Lawson, Sanli Group, and Jidong covering apparel, accessories, home, FMCG, toy, digital, GWP promotion, and more. Two shopping mall events in China engaged millions of fans. Dynamic global marketing—including ‘Footprints of Craftsmanship’ in partnership with Master Wang Yao, representative heir of Intangible Cultural Heritage “batik art”—has delivered more than one billion impressions.
Squishmallows – Jazwares
Squishmallows, the multigenerational global lifestyle brand, has established itself as a dominant force in popular culture, proudly claiming the title of the top best-selling plush brand and second best-selling overall toy brand. With more than 200 million units sold and 3,000 unique styles, the brand has successfully expanded its reach to over 60 countries. Squishmallows has collaborated with over 100 best-in-class partners spanning countless consumer products categories. The brand’s outbound global licensing program launched in 2021, attracting the biggest names in consumer products partners, including McDonald’s (with a global Happy Meal featuring exclusive plush toys), Universal Music Group (custom playlists), WK Kellogg Co, See’s Candies, PUMA, H&M, Crocs, TONYMOLY, PopSockets, CLUE, and more. Every day, everywhere, fans can experience the Squishmallows lifestyle across thousands of authentic products.
