Trend Spotting

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 New York Toy Fair, when the team hosts a presentation for media and play professionals unveiling the year’s top trends with product examples from the show floor.
 
Watch the 2018 Toy Trends video.

2018 Trends

The "Big Reveal"

The obsession with “unboxing” a much-anticipated toy on social media is having a real influence on the toy aisle. Now, the act of removing a surprise toy from a blind bag is just as exciting as the toy itself and all part of the fun. The toy industry has capitalized on this social phenomenon and the mounting popularity of collectible toys (sales for collectible playthings grew 14 percent globally in 2017), by introducing a variety of toys across several different categories that focus on the act of unboxing. Some are mini “surprise” collectibles in blind bags (which have the added bonus of being affordable, making them attractive to parents and easy for kids to buy with their own pocket money); others are larger toys that focus on the tactile aspect of opening and putting together the toy as part of the play experience. The one thing these toys all have in common: they get kids excited about opening the box to see what they got, how it feels in their hands, and what the toy can do.

 

Millennial Nostalgia

Millennial moms and dads – defined as those born between 1981 and 1997 – make up the majority of young parents in the U.S. today. Though the generation has been defined by its obsession with technology, millennial parents believe it’s important to engage with their kids on an unplugged level in today’s world and are turning to classic toys and retro brands that are the equivalent of “mom’s chicken soup” and harken back to a simpler time. This year we expect to see an influx of toys that are nostalgic and offer tried-and-true play value for a new generation of kids to enjoy with their parents. This trend is supported by the fact that classic toy categories continue to perform very well – in 2017, U.S. plush sales grew 8 percent and doll sales were up 4 percent.

 

Games Galore

Growing interest in board games over the past few years has led to phenomenal growth in the games & puzzles category, with U.S. sales up 23 percent and 3 percent in 2016 and 2017, respectively. From kids and teens to young adults to grandparents, game play is appealing to all ages and a variety of interests, thanks to niche games, licensed games, cooperative games, quick games, new takes on old classics, and innovative board games. Social media is also giving game sales a boost, as laugh-out-loud, silly, and gross-out games continue to inspire social media sharing by teens and adults, with some videos even going viral.Most importantly, games of all kinds are fostering face-to-face play and getting families excited about playing together.

 

Inspiring Imaginations

There is something to be said for good, old-fashioned imaginative play that inspires children to picture themselves in adult roles or future careers, create new worlds, and explore their talents. According to The Toy Association’s Genius of Play initiative, studies show that kids who play make-believe games are better able to self-regulate their emotions, develop a problem-solving approach to learning, have better language abilities, and much more. From role play and dress-up items, to open-ended building kits and larger-than-life playsets, to arts & crafts and food play activities, toymakers have been developing imaginative toys for decades and have perfected these playthings for kids today, offering so many options for the creative child … and endless opportunities for building lifelong skills through play.

 

Pet Play

Playing with pretend pets – whether they are furry plush or interactive digital pets – is a growing trend for children who are eager to care for their own pets, but not yet ready for the responsibility of a real, live animal. Pet toys run the gamut from fantastical creatures (like unicorns, dinosaurs, or other made-up animals) to cats, dogs, horses, and other pet toys that feature realistic details, grooming and food accessories, and online worlds that bring toy pets to life. Parents love these toys because they prepare kids for the real thing by teaching them how to be empathetic and nurturing. Included in this trend are “anti-virtual pets” that interact with kids in a funny way by being grumpy or gross, and collectible or wearable pets that are fun for kids to trade and display.

 

Toys that Teach

“Play with a purpose” is a buzz-phrase among educators and parents … and the toy industry has stepped up to the plate to create teaching toys in a major way. Though STEM/STEAM toys have been a mainstay the past few years, these toys are now engaging kids in several different ways and often incorporating new technologies and licenses to get kids excited about learning. Today we’re seeing toys that teach toddlers everything, including counting, the alphabet, opposites, and even coding … and toys for school-age kids that teach high-level topics once reserved only for the classroom. With the U.S. Bureau of Labor Statistics predicting that STEM jobs will increase to more than 9 million by 2022, parents are eager to get their children interested in these topics at a very young age. It's important to note that this trend also encompasses toys that teach kids how to make the world a better place – by being responsible citizens, kind to their friends, and open-minded about different cultures.