BATON ROUGE / AGILITYPR.NEWS / October 22, 2025 / Tatro Toys is back, reigniting the spark of imagination that started it all. The beloved toy brand founded by Will Barrios, Certified Play Expert and lifelong creator, is relaunching with a bold, heartfelt mission: to create toys that reflect the real families and diverse stories that make up our world today.

Set to officially relaunch in 2026, Tatro Toys is stepping back onto the playroom stage with purpose and heart. The brand is committed to building toys with families, not just for them, ensuring that every child can see themselves and their loved ones represented in play.

As part of this exciting return, Flicker the Fox, Tatro Toys’ beloved family friend, is making his debut as a limited-edition plush available for pre-sale later this month. Flicker embodies everything Tatro Toys stands for: curiosity, courage, creativity, and connection.

“Flicker represents that spark of imagination every child carries,” said Will Barrios, Founder of Tatro Toys. “When families told us they wanted toys that looked more like their own, we listened. Our mission now is simple but powerful: every child deserves to see themselves in play, and every family deserves to belong in that story.”

Tatro Toys was born from a spark of childhood wonder. At age 10, Will Barrios dreamed up worlds filled with mix-and-match characters, painted playsets, and stories that inspired kids to dream big. Years later, that dream became a reality, only to be temporarily put on pause by the pandemic.

However, that spark never faded. Through community feedback and reflection, Barrios realized there was still so much work to do in the toy aisle. Too often, toys reflect only one kind of family, and it is time to change that narrative.

The evolution of Tatro Toys will be curated for every kind of family: two moms, two dads, single parents, multiracial and blended families, and gender-diverse characters, all represented in vibrant, imaginative worlds.

In true Tatro Toys fashion, the relaunch is not just a return; it’s an invitation. The company will be asking families everywhere to join the conversation through an interactive campaign launching this fall called #RewriteTheToyStory.

The responses will help shape the future of Tatro Toys, ensuring that creativity, representation, and community co-creation remain at the brand’s core.

Alongside the plush pre-sale, fans can now shop the first wave of exclusive merchandise, available at www.tatrotoys.com. The new merchandise celebrates Flicker’s debut and the brand’s new tagline, "You Belong Here."

About Tatro Toys®

Founded by Will Barrios, a Certified Play Expert and heart-led creator, Tatro Toys® designs inclusive, joyful toys that empower children and families to play with love. Relaunching in 2026, the brand is rewriting the toy story one joyful toy at a time through products and experiences that reflect the beautiful diversity of how families grow and thrive.