Convention - New York Toy Fair 2025: Hasbro Unveils a Game-Changing Lineup Packed with Innovation and Excitement

By Mulder, 01 march 2025

New York Toy Fair 2025 has officially kicked off, and Hasbro is setting the stage with an electrifying lineup of announcements that promise to redefine the toy industry. The company, known for its rich legacy of fostering creativity, self-expression, and imaginative play, is making a powerful statement with innovations that cater to a diverse range of audiences. Under the banner of "Playing to Win," Hasbro is rolling out cutting-edge products across multiple categories, ensuring that kids, collectors, and fans alike will find something to ignite their passion for play.

Leading the charge is the launch of an all-new intellectual property that is set to take the toy world by storm—Nano-mals. These mini electronic companions are designed to encourage sensory play and nurturing interactions while providing on-the-go entertainment. This marks a significant step forward in the realm of interactive toys, aligning with the increasing demand for products that blend digital and physical play. Meanwhile, in a move sure to captivate young creators, the PLAY-DOH BARBIE collection introduces an assortment of dolls equipped with innovative fashion-making tools, empowering children to design and customize their own vibrant, DOH-ified styles. The fusion of two beloved brands promises an engaging experience that blends storytelling with hands-on creativity.

One of the most surprising announcements comes from the PEPPA PIG franchise, where Mummy Pig is set to welcome a new addition to the family. This major storyline development will be revealed in the upcoming episode, Peppa Pig: The Big Announcement, and will be complemented by an extensive new toy line reflecting the expansion of Peppa’s world. This exciting development marks a pivotal moment in the beloved series, reinforcing its commitment to mirroring the evolving experiences of its audience in fresh and relatable ways. Another legendary brand receiving a monumental update is MONOPOLY, which continues to celebrate its 90th anniversary in grand style. Hasbro has unveiled MONOPOLY App Banking, a modernized version of the classic board game that streamlines transactions through an app while incorporating engaging mini-games. This new iteration follows the recent introduction of MONOPOLY Expansion Packs and the updated classic board, reinforcing the brand’s relevance in an era of digital integration.

In the realm of nostalgic favorites, Hasbro is expanding the world of FURBY with a fresh wave of FURBY Minis. These collectible surprise packs and multipacks bring a new dimension to the franchise, making the iconic toy even more accessible and appealing to younger audiences. Meanwhile, classic game lovers can look forward to CONNECT 4 Frenzy, a high-speed twist on the beloved strategy game, designed to heighten the excitement and challenge for players. Additionally, REBOUNCE, an all-new electronic action game, is set to take tabletop gaming to new heights by appealing to active play enthusiasts and sports lovers alike.

For fans of superhero adventures, Hasbro is introducing an exciting new toy line inspired by Marvel’s Iron Man and His Awesome Friends. This collection features playsets and action figures that allow young fans to build and expand their ultimate superhero universe. Simultaneously, the TRANSFORMERS franchise is breaking new ground with TRANSFORMERS CYBERWORLD. This innovative new kid-focused toy line emphasizes cross-compatibility, dynamic action, and seamless transformations across different scales. Accompanying the launch is an original YouTube short-form CG-animated series, expanding the lore and engagement opportunities for the next generation of Transformers enthusiasts. The momentum doesn’t stop there—NERF fans are in for a treat with the launch of NERF LOADOUT, a cutting-edge line of customizable blasters. With more than 1,000 possible attachment combinations, the new series allows players to craft their ultimate battle gear, featuring visually striking designs and endless strategic possibilities.

Beyond toys, Hasbro is delivering a groundbreaking collaboration with the legendary Magic: The Gathering franchise. MAGIC: THE GATHERING | MARVEL’S SPIDER-MAN introduces Magic’s signature mechanics and deep gameplay experience to the Marvel Universe, bringing Spider-Man and his world into the fold. This partnership represents a fusion of two powerhouse brands, creating a compelling crossover that will appeal to both trading card game enthusiasts and Marvel fans alike. Meanwhile, BEYBLADE enthusiasts can look forward to the next evolution of high-speed battles with the latest BEYBLADE X innovations. The new BEYBLADE X Clash and Carry Beystadium Battle Arena and the BEYBLADE X Drop Attack Battle Set introduce an elevated X-Celerator Rail system, enhancing the intensity and strategy of play.

In addition to these groundbreaking product reveals, Hasbro is expanding its PLAY-DOH universe with the PLAY-DOH Sizzlin' Grill Playset, the PLAY-DOH Super Slice Cake Playset, and an exclusive PLAY-DOH Teenage Mutant Ninja Turtles collection. These new additions promise to fuel creativity and hands-on engagement, reinforcing PLAY-DOH’s status as a staple of early learning and artistic expression. To top off the excitement, Hasbro secured a major accolade as it took home the prestigious 2025 Action Figure of the Year TOTY Award. The honor was awarded to the innovative TRANSFORMERS One Power Flip Optimus Prime (Orion Pax), unveiled at the Toy Fair’s grand opening, solidifying Hasbro’s position as an industry leader in action figure innovation.

With these announcements, Hasbro has once again demonstrated its ability to evolve with the ever-changing landscape of play while staying true to its legacy of inspiring creativity and excitement. Toy Fair 2025 is proving to be a monumental event, with Hasbro’s lineup standing as a testament to the company’s commitment to delivering products that capture the imagination and bring joy to fans across generations. As the fair unfolds, anticipation continues to build for the wave of transformative play experiences that will shape the year ahead.

(Source : press release)