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The Horde can delve into the world of deadmau5 like never before with the launch of his toy line with TOYMAK3RS, set to debut at retro5pective—an homage to 25 years of his musical legacy. This ultra-limited, exclusive collectable keychain collection features six unique clip-on plush toys, each granting access to digital VIP experiences using cutting-edge technology that transcends traditional music memorabilia. The toys are available exclusively at deadmau5’ ‘retrospective’ shows in Los Angeles now, May 2 & 3 in New York City, and online while supplies last at www.mau5hop.com.

Children and youth are facing mental and behavioral health conditions at staggering rates (1), and play is a powerful tool clinically proven to help manage and improve children’s mental and behavioral health. Studies (2) have shown play therapy in a hospital setting reduces anxiety and negative emotions, as well as well as helps children express and communicate their feelings and emotions through toys. In recognition of Mental Health Awareness Month in May, The Toy Foundation (TTF) facilitated an interview between VTech Electronics, a partner of TTF’s Children’s Hospital Play Grants program, and MemorialCare Miller Children’s & Women’s Hospital Long Beach (Miller Children’s & Women’s Hospital), a 2024 play grants recipient, to discuss how play is a vital tool for medical teams to provide pediatric patients with developmentally-appropriate mental and behavioral health support while undergoing treatment.

Schleich, the world’s leading manufacturer of animal characters and playsets, is amplifying its Share Your Stories initiative. Since 2022, the brand that lets imaginations run wild and shapes storytellers for life has surprised and delighted thousands of kids who have shared story videos inspired by playing with schleich toys. As schleich continues to encourage kids of all ages to capture their creativity, the brand is making it easier than ever to share their stories with the brand community. This year, kids and their parents can easily record and share their #schleichstories videos directly on the schleich website, with additional opportunities to share in-person at participating flagship retail locations across North America.

Margarete Steiff GmbH is launching a new visual language with the aim of further developing the company’s brand presence following the logo update last year. The new visual language includes both an overarching umbrella brand representation and specific campaigns for the individual product lines “Friends,” “Originals,” and “Editions.” The umbrella brand campaign celebrates the 140-year heritage of Steiff’s iconic Teddy bears in a journey through time, while the campaigns for the “Friends,” “Originals,” and “Editions” product lines emphasize their unique features and positioning. The “Friends” campaign humorously presents the plush animals in a monochrome environment, while the “Originals” campaign showcases them in the natural habitat of their real-life counterparts. The “Editions” campaign highlights the high-quality collector’s items as works of art. All campaigns are characterized by a common visual code and unified branding.

Whether families are hanging out together at home or heading off on vacation, the spring and summer months are sure to be filled with plenty of outdoor playtime. The Toy Association is sharing its top tips for outdoor play with parents and caregivers to ensure kids are playing safely while having fun in the sun.