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. Our work culminates at Toy Fair New York, when the team hosts a presentation for media and play professionals unveiling the year’s top trends with product examples from Toy Association member companies.

The team also shares a mid-year Toy Trends Briefing, providing insight into how the current trends are evolving and what will be topping kids’ wish lists in Q4.