Toy & Play Trends

Toys ignite a child’s imagination offering limitless possibilities. They also reflect cultural and societal trends unfolding within a generation.

At The Toy Association, we track what’s happening in the toy business, in other industries, at retail, and with kids and families to uncover the hottest trends shaping how children like to play.

Our team of trend experts meets with hundreds of toy companies throughout the year to preview what’s new and next in the world of toys and games.

We hosted our annual "Toy Trends Briefing" on March 1, 2025, at Toy Fair, to provide insight into the trends predicted to drive toy and game sales throughout the year and into the 2025 holiday season.