Toy Brands Tap into Pop Culture Trends

July 26, 2023 | As the excitement builds for the return of Toy Fair®, taking place September 30 to October 3, 2023 in New York City, where the hottest toys, games and youth entertainment products will be showcased, The Toy Association trends team is tracking how the hottest trends are evolving and converging within the toy space.

“Just as we described in The Toy Association’s 2023 ‘Pop Culture Lifestyle’ trend, more and more toy brands and playthings are transcending the toy aisle and becoming fixtures of pop culture,” said Adrienne Appell, executive vice president of marketing communications at The Toy Association.

Toy Fair attendees will have the chance to dig into these opportunities and explore parallel industries firsthand this fall at Toy Fair through the show’s new dedicated product zones, showcases, and pavilions. This includes the World of Toys Pavilion, in partnership with Spielwarenmesse eG, that will spotlight international brands and playthings; a Halloween Pavilion featuring Halloween-related products and experiences; a “Hot for Holiday” display showcasing hot products for Q4 2023; and a new “Pet PLAYce” section highlighting playful products for pets.

Several Toy Fair exhibitors gave a taste of their offerings at last week’s Comic-Con International: San Diego (SDCC). Expect to see pop culture tie-ins, the influence of parallel industries, and many more exciting trends play out in full force at Toy Fair – where media and buyer buzz will resonate at the kickoff of the holiday shopping season.

At SDCC, Bandai Namco Toys & Collectibles America (BNTCA) showcased the brand history and power of its portfolio of anime brands, which are continuing to rise in popularity in the mainstream. BNTCA presented an expansive outdoor Dragon Ball experience at the Marina Terrace at the Marriott Marquis San Diego. LEGO highlighted how the company is leaning into the nostalgia of the 90s and Y2K era with a “LEGO Brickbuster Video” themed booth, inspired by the once iconic Blockbuster video store. Inside, guests could get a Brickbust Video membership card, build their own VHS cover out of LEGO bricks, and secure an exclusive themed minifigure. Jada Toys’ reveal of a new General Mills Boo Berry 1/12-scale glow-in-the-dark action figure based on the cereal mascot also stood as a prime example of the growth of and appetite for food and beverage brands in the toy space.

With Toy Fair 2023 rolling out its Visual Merchandising Initiative, which will require exhibitors to make product visible in at least 20% of their booth space and create more visually creative spaces for buyers, global press, and play professionals, Toy Fair attendees can expect to experience more of these types of interactive show experiences.

“The power of pop culture will be fully activated at Toy Fair,” said Appell. “From more influencer activations that tie directly to on-shelf toys and games to elaborate displays that bolster iconic brands, there will be endless opportunities to engage multiple audiences under one roof.”

Want to know what will be trending in toys and play in 2024? Mark your calendar for Toy Fair®, taking place September 30 to October 3, 2023, where the top toys and trends will come alive. Visit www.ToyFairNY.com to learn more.