#toy-industry

#toy-industry

It's only September, but the world's toymakers and designers are converging on El Segundo this week for an industry conference to decide on the hottest toys for next year. The city has long been a hub for the toy industry as companies like to set up shop in the shadow of Mattel, the maker of Barbie. This week, the industry opened a new tower of toys, an office complex featuring 65 showrooms for toy companies to showcase their products and discuss design with wholesale customers.

Labubu, a furry doll made by the Chinese toymaker Pop Mart, has gone viral this year, with K-pop stars influencing its popularity in South Korea.

This partnership will bring AI-powered experiences to Mattel's iconic toy brands like Barbie and UNO, marking a new venture for both companies in innovation.

"Barbie was one of my favorite toys when I was a kid. Barbie and plush. Those were the things that I played with a lot. And so my journey, it's almost poetic. When people look at it, they think I planned it - but I didn't."