The obsession with IAmElemental‘s kick butt action figures is about to get even bigger. The Jim Henson Co. is set to develop a new animated kid’s TV series inspired by these fierce female warriors. The series… read more
A New #GirlPower TV Series Based on IAmElemental Action Figures is Headed Our Way
Help Save the World with Mattel’s Fierce Line of Wonder Woman Toys
The new Wonder Woman film inspired by the DC Universe hits theaters next week, and marks the first superhero movie in more than a decade to feature a female as its title character. There’s no better… read more
IAmElemental Series 2/Wisdom Warriors
IAmElemental’s second series of female action figures features Oblivioun, Mastery, Exploration, Logic, Curiosity, Ingenuity, and Creativity. Each Lunchbox set includes all seven figures with accessories and shields, trading cards, a workbook full of activities, and… read more
Motor Skills
Top Toy Trend: Girl Power
Girls can do anything, whether they want to grow up to be engineers or fight crime as a superhero. Girls are calling for toys that meet their interests and passions, and toy companies are answering… read more
Embark on Adventures with the Disney My Time Singing Elena of Avalor Doll
There’s a new Disney princess in town, and she’s ready to rule her kingdom with the heart and mind of a true leader. Princess Elena is a confident and compassionate teenager, who is now the crown… read more
Make the Final Cut with Mighty Makers Director’s Cut
Lights, camera, action! The K’NEX Mighty Makers Director’s Cut Building Set lets your aspiring filmmaker/STEM prodigy call all the shots. This 308-piece set lets kids build up their very own film set so that they… read more
Warner Bros., DC Entertainment, and Mattel Unveil New All-Girl Superhero Franchise
This fall, DC Entertainment, Warner Bros. Animation, Warner Bros. Consumer Products, and Mattel will launch DC Super Hero Girls, a new universe of female-dominated superheroes and villains. The new franchise targets girls ages 6 to 12 and… read more
Go! Go! Sports Girls Inspire and Empower Kids
Lena and I read the story of Go! Go! Sports Girls Soccer Girl Cassie, from Dream Big Toy Co. This line of Read & Play doll and book sets, recommended for ages 5 and up,… read more
Little Sisters Unite! with Rebelle Star Shot
There is nothing more satisfying than blasting those little foam darts at your big brothers—especially after years of torment and Nerf blasters that just kept getting bigger (take it from the littlest sister herself). And… read more
WELCOME TO THE TOY INSIDER! There is nothing like watching your little one unwrap the one toy they've been wishing for all season—and we're here to help you find the perfect toy to bring a smile to your kid's face!
