The toy industry is no stranger to wild ideas. For every iconic product that makes it to shelves, like the Rubik’s Cube or LEGO sets, there are countless others that never get past the toy prototype phase. Some of these abandoned ideas are simply too strange, expensive, or ahead of their time. Others exist more in rumor than reality, shared by former insiders or discussed in collector circles.
This list dives into a mix of rumored and confirmed toy prototypes, giving you a fun look at some of the most fascinating toys that almost existed. While not every item on this list can be verified through official product records, they all reflect the imaginative chaos of toy development in decades past.
8. Barbie’s Cardboard Dream Car
Mattel has always aimed to keep Barbie’s world fresh. In the early 2000s, rumors swirled about a cardboard “build-your-own” Dream Car. It would have been eco-friendly and customizable, but parents and safety experts weren’t thrilled about kids potentially driving cardboard through the living room.
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7. Nerf Lava Blaster
There’s no official record of a Nerf flamethrower, but insiders have reported on a fiery-themed Nerf “Lava Blaster” that glowed red, lit up foam darts, and had mock fire sounds. The concept was deemed too aggressive and never made it past internal mockups. Still, collectors hope it’ll resurface one day as a themed set.
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6. Stretch Armstrong’s Pet Dog
Possibly one of the most famous toy prototypes on this list, Fetch Armstrong was a real stretchable dog companion designed to join the Stretch Armstrong toy line in the 1990s. It made it to a very limited production run but was quickly discontinued due to poor sales. Now, collectors hunt for original Fetch figures online.
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5. LEGO Time Machine
LEGO’s product team has pitched hundreds of sets over the years, and among the most legendary was a time machine concept rumored to be in early design during the late ’90s. While LEGO has released time-travel themes (like Back to the Future), no standalone “Time Machine” prototype ever hit stores. Still, brick fans continue to build their own versions.
4. The G.I. Joe Jetpack
During the ‘80s, Hasbro tested a G.I. Joe prototype equipped with a functioning backpack that simulated flight using fans and flashing lights. Early testers loved the idea, but safety concerns, combined with high production costs, squashed this jetpack dream. This concept remains one of the more legendary toy prototypes tied to the G.I. Joe legacy.
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3. Play-Doh Perfume Kit
Believe it or not, Play-Doh’s iconic scent was once being developed into a perfume toy kit targeted at tweens. Although Demeter Fragrance Library later released a Play-Doh cologne for adults, the children’s version never cleared safety testing and was ultimately shelved. The prototype is said to have included a DIY blending station where kids could mix Play-Doh-inspired scents.
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2. The Invisible Friend Robot
In the early days of smart toys, developers toyed with the idea of an “invisible friend,” a robot companion that responded to kids’ voices but didn’t have a physical form. Instead, it would “live” in an app and react through sound and emotion AI. While never released, this toy prototype inspired other digital-only toys and apps.
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1. Hot Wheels Hover Track
This rumored Hot Wheels concept used a magnetic track to simulate levitation. Although Mattel has launched magnetic race sets since, the “Hover Track” was allegedly scrapped due to high costs and inconsistent performance during testing. It remains one of the more mysterious toy prototypes to circulate.
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