BATON ROUGE, LA / AGILITYPR.NEWS / December 05, 2025 / Tatro® Toys, the beloved toy brand founded by Certified Play Expert and lifelong creator Will Barrios, is officially reigniting the spark of imagination that started it all, beginning with the arrival of its newest character, Flicker the Fox.

The brand’s highly anticipated comeback focuses on a strong mission: to create toys that represent real families and the diverse stories that make up today’s world.

The brand is dedicated to building toys with families, not just for them, ensuring every child can see themselves and their loved ones represented in play.

Everyone’s friend, Flicker the Fox, Tatro Toys’ beloved family friend, has officially arrived. This limited-edition plush embodies everything the brand stands for: curiosity, courage, creativity, and connection. Flicker is now available for purchase at tatrotoys.com—just in time for holiday gifting.

“Flicker represents that spark of imagination every child carries,” said Will Barrios, Founder of Tatro Toys. “When families told us they wanted toys and to hear stories that reflected 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 wonder. At just 10 years old, Barrios built imaginary worlds filled with mix-and-match characters and painted playsets meant to inspire kids to dream big. Years later, that spark evolved into a toy brand that champions creativity and inclusivity—until the pandemic paused production.

But the dream never faded. Through reflection and deep conversations with families, Barrios discovered that the toy aisle still lacked representation. Many toys showcase only one type of family. Tatro Toys is returning to change that narrative.

Toys for Every Kind of Family, the evolution of Tatro Toys will proudly reflect:

• Two-mom families

• Two-dad families

• Single parents

• Multiracial and blended families

• Gender-diverse characters

• And the many beautiful ways families exist today

Every character and story aims to help children feel seen, celebrated, and connected.

As part of its relaunch, Tatro Toys invites families everywhere to help shape the brand's future through its interactive campaign, #RewriteTheToyStory. Through shared experiences, feedback, and imagination, Tatro Toys will co-create characters and stories that reflect today’s world.

Fans can also explore new exclusive merchandise at tatrotoys.com, featuring Flicker artwork and the brand’s heartfelt tagline: “You Belong Here.”

About Tatro® Toys Founded by Will Barrios, a Certified Play Expert and heartfelt 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 showcase the rich diversity of how families grow and thrive.