Toy Trends Report Available for Members

August 22, 2017 | Emerging toy trends span the gamut from educational products, to DIY board games, to high-tech toys, according to’s latest monthly report, available for free to members of The Toy Association.

“Toymakers are creating inventive playthings that appeal to both millennial parents looking for enriching toys and games and to today’s digitally-savvy kids,” says Anne McConnell, senior director of market research & data strategy at The Toy Association. “All toy companies should read this report to be aware of their competition, but also to find inspiration for their next big idea.”

The following trends are highlighted in the report:

  • Peaceful Play – This includes soothing and relaxation toys that are appealing to both kids and adults. E.g. heatable plush toys.
  • Collaborative Games – Inspired by consumer interest in DIY experiences, toy brands are creating products that allow players to put their imaginations to use by creating their own face-to-face games. E.g. inventive board game kits.
  • STEM Franchise – Toy brands are merging STEM- and STEAM-focused playthings with popular licensed franchises to create toys that are appealing to kids' fandom as well as parents' desire to provide their children with enriching activities. E.g. Finding Dory Bubble Science Kit by Wonder Forge.
  • Tracking Playtime – Parents are concerned that their kids may be spending too much time on their devices, leading brands to create toys that encourage physical play through a “gamification” component to also appeal to digital-age children. E.g. Fisher-Price's Think & Learn Smart Cycle.
  • Kinder Robotics – Kids can bring STEM concepts to life through robot-building kits and toys. E.g. UBTECH Robotic’s Jimu Robot series.  

The latest report also notes several micro-trends in the toy space – identified as unique examples of innovation. A micro-trend might be a new product or service, but in many cases the product has not been commercially released yet. Several toy examples include: educational virtual reality map toys, cartoon-inspired friendship toys, and magnetic letter blocks.

This value-added report is the latest in a series from the research company offering in-depth perspectives and trends in various areas related to the toy industry. Last month’s report centered on Generation Z trends. Members are encouraged to send topic suggestions for future trend reports to The Toy Association’s Anne McConnell. has accumulated nearly 3 billion views from more than 100 million visitors. The data research company helps clients “Dive Deeper,” “Work Smarter,” and “Save Effort” in order to increase the overall success of their companies and brands.