Disney Consumer Products Sets the Stage for Blockbuster Season Following Toy Fair® New York

This year, Disney Consumer Products took center stage at Toy Fair® New York with one of its strongest showings in years — claiming two Toy of the Year Awards and kicking off its biggest Blockbuster Season in recent years. The momentum didn’t stop there: the excitement catapulted onto the national stage with a standout feature on Good Morning America, amplifying visibility and fueling even greater buzz. Together, these moments are paving the way for the next wave of story-powered products, retail trends, and fan experiences.

Over the weekend, the industry celebrated the announcement of this year’s Toy of the Year (TOTY) Award winners — recognizing the toys and games that stood out for innovation, creativity, and meaningful play. 

The winning products reflect many of the key trends that shaped this year’s show floor, from immersive storytelling and strong entertainment tie‑ins to new approaches in design, interactivity, and collectability. Disney Consumer Products Winners include:

“This year’s TOTY winners and new product debuts show how innovation across IP is fueling Blockbuster Season and keeping play fresh, relevant, and exciting,” said Rob Michaelis, Toy Association Board Member and VP, Americas Hardlines, Disney, “By continually reimagining beloved franchises and introducing new ways to engage fans, Disney Consumer Products is meeting families where they are and inspiring the next generation of play.” 

“Having both the American Girl Disney Moana Collection by Mattel and the Ultimate Stitch Interactive Feature Plush by Just Play honored at the TOTY Awards is a testament to the enduring strength of Disney storytelling,” said JoAnn McLaughlin, SVP of Licensed Product Design & Development, Disney, “These awards highlight how thoughtful character‑driven design can deepen emotional connection and create products that feel truly special for fans and families alike.”

As one of the industry’s most anticipated honors, the Toy of the Year Awards continue to spotlight how Disney brings together powerful IP, thoughtful design, and innovative play patterns to create products that resonate with kids, collectors, and fans alike.

This year, Toy Fair® New York helped launch Disney Consumer Products’ Blockbuster Season, during which new products will debut in support of upcoming theatrical releases and franchise moments across Disney Princess, Pixar, Star Wars, and Marvel.

The summer theatrical slate — led by The Walt Disney Company titles such as Lucasfilm’s Star Wars: The Mandalorian and Grogu, Pixar’s Toy Story 5, and Disney’s live-action reimagining of Moana, alongside Sony Pictures Entertainment’s Spider-Man: Brand New Day in association with Marvel Studios — is poised to shape not only the global box office, but also retail trends and fan engagement throughout the year. 

“What makes our Blockbuster Season campaign so powerful is the scale and cohesion of our approach,” said Paul Gitter, EVP of Brand Commercialization, Disney Consumer Products, “Across more than 180 countries and over 100 product categories, Disney Consumer Products is working with top global partners to translate some of the world’s most beloved stories from Disney Princess, Marvel, Pixar and Star Wars into lifestyle brands that shape retail trends, influence culture and create year-round relevance for fans.”  

Several new products tied to Blockbuster Season were debuted at Toy Fair® New York throughout the weekend, spanning franchises, age groups, and play patterns. This year’s Toy Fair® reflected a clear strategic throughline which Disney has honed since the days of Walt himself: toys continue to be shaped by storytelling, emotional connection, and innovation across beloved IP — displaying Disney’s ability to meet fans wherever they are. Highlights included:

As a continuation of the Droid Factory action figure lineup from Disney Store and Disney Parks comes the all-new Droid Factory BDX Droids. The droid action figure four pack comes in red, orange, blue, and green, matching the live droids found in Disney Parks around the globe and Disney Cruise Line. 

One of the galaxy’s most notorious bounty hunters makes an appearance as a talking action figure coming soon to DisneyStore.com and Disney Parks. Featuring authentic character phrases and a Grogu and Anzellan figurine, this is a must-have collectible to prepare fans for the release of The Mandalorian and Grogu.

All-new Disney Jr. toys were also featured front and center at Toy Fair® New York, including Marvel’s Spidey and his Amazing Friends Rescue‑Webs Web‑Quarters Playset from Hasbro. The playset is inspired by the upcoming season five “Rescue-Webs” storyline from Disney Jr.’s hit series, Marvel’s Spidey and his Amazing Friends, and features lights & sounds, Spidey and Trace-E bot figures, character-inspired accessories, a swinging fire pole, and more. Fans can enjoy this new interactive playset, along with the rest of the “Rescue-Webs” toy line, when it launches this summer.

Fans can also look forward to products inspired by Sony Pictures’ Spider-Man: Brand New Day this summer across a range of categories. 

The excitement surrounding Toy Fair® New York and Blockbuster Season reached a national audience with a recent segment from ABC’s Good Morning America spotlighting Disney Consumer Products and select Blockbuster Season offerings. The segment brought Toy Fair® highlights to viewers nationwide, underscoring how Disney’s stories continue to translate into play experiences that resonate with families and fans.

The upcoming lineup of collaborations reflects Disney Consumer Products’ ability to translate storytelling across categories — from play and collectibles to fashion, trading card games and lifestyle. LEGO will introduce new sets across Star Wars, Disney Princess, Pixar, and Marvel, while Crocs debuts special‑edition collections that allow fans to express their fandom in wearable ways. Walmart will also feature products throughout the summer that bring Disney’s big‑screen stories into homes worldwide.

With Toy Fair now in the rearview mirror and Blockbuster Season underway, Disney Consumer Products is entering one of its most impactful periods of the year. Operating across more than 180 countries and 100+ consumer categories, Disney continues to turn storytelling into products in real time that influence global retail, design, and consumer experience. 

From sustaining fandom between release cycles to shaping seasonal retail moments, Disney Consumer Products remains a powerful creative engine — ensuring that stories don’t end when the credits roll, but live on through play, fashion, and everyday experiences.