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 in February when the team hosts a presentation for media and play professionals (normally during Toy Fair New York) to unveil the year’s top trends with product examples from Toy Association member companies.

The team also shared the 2021 Q4 Toy Trends Briefing, providing insight into how the trends are evolving and what topped kids’ wish lists for the 2021 holiday season.