The hottest toy and play trends of 2025 were revealed on Saturday 1 March by The Toy Association at its 119th Toy Fair taking place at the Javits Center in New York City. As families seek meaningful and engaging experiences, toymakers in 2025 are responding with products that embrace personalisation and value, bridge the generation gap, and support the healthy development of children everywhere.
Adrienne Appell, executive vice president of marketing communications at The Toy Association, said: “In response to today’s conscientious consumers, toymakers are delivering long-term value, enhancing play experiences, and designing products that resonate across generations. From products that boost emotional and social learning to collectibles that fuel fan engagement, the toys on display right here at Toy Fair – many of which will be out in time for the 2025 holiday shopping season – reflect how play continues to be a powerful force at every stage of life.”
The trends announced are based on extensive, year-round meetings held by The Toy Association’s trends team with toy companies of all types and sizes, as well as Toy Association-commissioned research1 on U.S. parents’ views on toys, play, shopping habits, and budgets. The research was presented today during a “Toy Trends Briefing” for Toy Fair media, buyers, and other show guests.
From MESH to STEAM
…and Everything in Between
Most U.S. parents favour toys that help kids build a skillset (58%), with 56% of parents looking for toys that encourage outdoor/active play and 60% seeking toys that build STEAM skills, like coding and art. The majority of Millennial parents (63%) also consider how toys help promote mental, emotional, and social health when choosing playthings for their children. Play can be a powerful tool in helping kids (and grown-ups!) regulate emotions, de-stress, and refocus. This year, expect to see a new wave of playthings that encourage movement and learning, incorporate fidget-friendly fun, and soothe the senses in new ways.
It’s My Vibe
Scoring Aura Points with Kids through Personalised Play
Just as algorithms on top social platforms are personalised to cater to each user’s unique interests, toymakers that customize play experiences to different lifestyles and preferences will score the most aura points with kids in 2025. This approach focuses on customizable toys and personalized shopping experiences (in-store or online) that draw kids in and allow them to showcase their personality and unique sense of style. With the vast majority of parents of elementary-school-aged kids (69%) stating that their purchase decisions are influenced by other kids asking for a toy they first saw advertised online or posted by an influencer on social media, toy companies are offering more inclusive representation and personalized products to empower young people and deepen kids’ connections with their favourite brands.
A Reason to Celebrate!
Toys for all of Life’s Seasons, Celebrations, and Occasions
Families are purchasing toys to celebrate all of life’s occasions, from global sporting and entertainment events and experiences to seasonal celebrations. In 2024, Halloween began ramping up in July – six weeks earlier than in 2019, while Taylor Swift’s Eras Tour created new opportunities for toy retailers to lean into the fandom in celebration. From the Super Bowl and the World Cup to Valentine’s Day and Halloween, and every reason to celebrate in between, these occasions create new opportunities for toymakers to help consumers commemorate and relive their favourite moments and make memories together.
Newstalgia Trip
Toys Blending Past, Present, & Future
Toys and games that blend past and present are bridging the generation gap. With 73% of parents saying they have purchased toys for themselves, 61% said they did so to connect with their child. Close to half collect or play with toys as an adult to relive fond childhood memories (49%) and 40% do so because they enjoy playing with their kids with the toys they used to play with as a child. From re-releases of old classics for original fans, to new spins on old favourites to appeal to a new generation of fans (via different play patterns or tech integrations), expect to see a resurgence of “newstalgic” toys in 2025.
Collectible Cravings
Fueling the Chase for High-End Collectors & Casual Fans
From micro minis to high-end items, the world of collectibles is constantly evolving to meet the interests of kids and adults. Emphasizing the opportunity in the category, collectible toy sales grew nearly 5% globally in 2024, fuelled by on-trend small collectible figures, trading card games, and plush toys, according to Circana. This trend underscores how toymakers are looking at new approaches and unique products that not only draw newbie collectors in but also appeal to high-end toy collectors and keep tween/teen audiences engaged in play. Social media (from TikTok to Reddit) also continues to fuel the chase for the next must-have collectibles.
Entertainment Update
The Evolution of Licensing in the Toy Space
Toy licensing remains a major opportunity for toymakers, with 76% of Millennial parents reporting they enjoy playing with toys with their kids based on shared entertainment interests, including toys based on movies and entertainment franchises (47%), gaming (35%), anime and manga (30%), and social media personalities (21%). 2025 is shaping up to be a big year for entertainment and licensed toys, with many rising fan-favorites driven by streaming and digital worlds. Multiple perennial favorites returning to the big screen this year also have a history of translating into strong toy sales, such as a new installment of Jurassic World and part two of Wicked; new takes on How to Train Your Dragon, Snow White, Lilo & Stitch, and Superman; plus, the first-ever Minecraft movie.
