Hasbro bolsters Baby Alive brand with YouTube series

“Thanks to Hot Wheels, our iconic Race Car token is hitting the fast lane,” said Brian Baker, SVP of Board Games, Nerf and Play-Doh at Hasbro.

“The calendar uplifts the advent tradition by giving consumers something meaningful to make and keep, whilst offering new seasonal sales opportunities for retailers,” said Gary Wadhwani, Director at Craft Buddy.

“Expanding the world of Wicked has been an extraordinary journey,” said Rafa Macias, Global CPG Commercial Officer, Universal Products & Experiences.

“We’re excited to move forward under a banner that celebrates the full spectrum of our industry and the people who shape it,” said Executive Director John Stacy.

“The enthusiasm surrounding our Women Innovators of Play program has been truly inspiring,” said Kim Boyd, President of Licensing & Entertainment at Hasbro.

The 2026 event will take place during London Toy Fair on the evening of Wednesday, January 21st at 116 Pall Mall, a magnificent Georgian building in the heart of London.