Six Toy Fairs in, and I’ve finally accepted two truths: comfy shoes are mandatory, and the Javits Center is basically a full-day cardio challenge disguised as an industry show. I ended up doing about eight miles a day just walking the floor, darting between booths, and doubling back because something was always hiding behind another display. Exhausting? Absolutely. Worth it? Every step.
And if there was one property that felt unavoidable this year, it was KPop Demon Hunters. Figures, banners, games, demo tables — it was everywhere. You couldn’t escape it, and that's 100% fine with me.
Here’s a closer look at the things that caught my attention.
Mattel: Movie Figures, K-Pop, and Monster Dolls
Mattel’s Masters of the Universe Chronicles wave, tied to the upcoming movie, hits that sweet spot between collector-friendly sculpting and cinematic realism. Armor feels layered, faces look realistic, and the articulation actually lets you recreate all the movie-style poses you want without the figures falling apart. Everything just felt right and maybe these are the figures I've waited my entire adult life for.
The WWE x Street Fighter crossover figures were also fun. John Cena as Guile works surprisingly well in figure form—military gear, flattop hair, and the articulation to throw a convincing Sonic Boom. Cody Rhodes apparently personally requested to be Guile once the collaboration was approved, which makes seeing him cast in the upcoming Street Fighter movie almost too perfect.
Mattel’s K-pop Demon Hunters were everywhere for a reason. Swappable face plates allow the figures to convey emotion, from stage-ready confidence to all-out combat rage and even straight up hanger. The hair sculpt doesn’t interfere, the plates snap in securely, and the overall presentation is sharp.
Monster High has been quietly becoming the home for “unexpected” crossovers, and this year it was on full display.
The Xenomorph doll takes the classic Alien design and turns it into a sleek, stylized fashion doll. It’s creepy, elegant, and very Monster High–like something you’d see in a sci-fi runway show. I haven't seen one in the wild yet, so seeing her upclose you can appreciate the sheer absurdity and beauty of it.
Then there’s the M3GAN Monster High doll with a removable face plate. Instead of just being a nod to the movie, it gives collectors a little bit of playability with expression swapping. It’s a simple idea, but seeing it in person makes the doll feel far more interactive than your average Monster High release.
Super7: Nostalgia Done Right
I've had problems with the Ultimates line before, especially with joint control, but they're the toys that we had in our mind's eye when we were kids. Take, for instance, the latest Ultimates wave of SilverHawks featuring Melodia and Flashback. This is probably the best example of "modern engineering meets vintage character." The animated series style colors pop, and while I didn't get a hands-on feel with them, the extra effect pieces make potential display setups a lot more fun than I expected. I'm glad they also brought in Condor and Hardware with his bulky cargo bag and all.
Super7 also had a new assortment of Godzilla figures, along with a blind box line that leans heavily into that original black-and-white look. Meanwhile, their ReAction+ Universal Monsters line expands on classics like Dracula, Frankenstein, and the Creature from the Black Lagoon, including a full blind box series for the Creature. These little 3.75-inch figures have added articulation, and the retro styling makes them instantly collectible.
Arcade1Up Under Basic Fun!
Arcade1Up, now part of Basic Fun!, feels like it’s moving past novelty and into refinement. Cabinets are sturdier, screens brighter, and joysticks have just the right amount of resistance. It’s the same nostalgic charm as before, but now you don’t worry about your quarters bouncing across the floor—or your kid breaking it after a single round of Street Fighter.
Hasbro: Secret Wars
Hasbro’s Marvel Legends Secret Wars wave featured a surprisingly cohesive lineup: Daredevil, Constrictor, Magik, Spider-Man mid-symbiote, Falcon, and Absorbing Man.
The Spider-Man figure was the standout. The partially absorbed black suit captures a specific moment from the comics rather than just a costume repaint. The sculpt looks great and felt pretty sturdy in-hand. The Daredevil is a nice touch, too, with the "radar sense" being able to be pegged in his back.
Ravensburger: Puzzles and Lorcana
Amid all the action figures and collectibles, Ravensburger had a strong presence with puzzles and trading cards.
A Bridgerton puzzle stood out, translating Regency-era drama into detailed artwork perfect for long, obsessive assembly sessions.
Disney Lorcana displayed its Winterspell set — the latest collection of cards with icy artwork and new mechanics. Lorcana has gone from curiosity to consistent show-floor fixture, and the cards themselves have the kind of design depth that collectors notice instantly.
McFarlane: Helldivers 2 and Animated Gotham
McFarlane’s Helldivers 2 figures are heavy in hand, solidly articulated, and detailed without being over-engineered.
On the DC side, the Batman: The Animated Series wave includes the first appearance of Zatanna from the show and a Build-A-Figure Clock King. The figures manage to look true to Bruce Timm’s style while still being poseable–a rare balancing act.
Six Years, Eight Miles a Day
After six Toy Fairs and roughly eight miles of walking each day, I’ve learned to appreciate the little things: solid joints, clever play features, unexpected crossovers, and yes, even a good puzzle.
This year wasn’t about flash. It was about execution and while my step count led to pure exhaustion, so soon will my shelf space.
For more Toy Fair coverage, check out Zach Oat's written tour of the show floor.
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