Latest Trend Hunter Report Highlights What’s New in Kids & Play

April 25, 2025 | Toy Association members can now access a complimentary new Trend Hunter report that explores the latest trends shaping children’s play, highlighting a growing focus on emotional well-being, creativity, self-esteem, and the integration of emerging technologies like generative AI.

Some examples highlighted in this report include:

• Fostering Gen Alpha’s Creativity — As Generation Alpha becomes increasingly immersed in the digital world, brands are responding by creating screen-free experiences that encourage hands-on creativity, real-world exploration, and social interaction. New in-person events and activities are designed to balance screen time and foster tangible skills, appealing to both kids and parents seeking meaningful, offline engagement. For example, The LEGO Group is launching free in-store and online Creativity Workshops that encourage kids ages 6 to 12 to build photo frames, name signs, and more. The workshops promote hands-on, screen-free play through both guided in-person sessions and virtual experiences led by creative experts.

• Building Assurance — Brands are developing products that help build children's self-esteem, confidence, and emotional resilience, often through tools like flash cards and toy companions. As parents grow increasingly concerned about external pressures affecting their children's self-worth, they are seeking out products that offer positive reinforcement at home. Businesses that support emotional development can strengthen their connection with families looking for well-rounded growth experiences. Joyful Hearts Co. has launched Affirmation Cards for Kids, a set of 20 colorful cards designed to help children build positive self-esteem through daily affirmations. The cards encourage parent-child interaction, making it easy to create a meaningful, confidence-boosting routine at home.

• Intro to AI — Generative AI is increasingly being introduced to kids through toys and interactive experiences that teach basic AI concepts through conversation, storytelling, and play. These early interactions help build foundational skills in understanding technology, preparing kids for future educational and career opportunities. Brands are creating simple, accessible ways for children to engage with this rapidly evolving technology, such as SmartDreams, a new app that uses generative AI to help children ages three and up create personalized bedtime stories.

This report is the latest in a series from Trend Hunter that is exclusive to Toy Association members. These reports offer in-depth perspectives and trends in various areas related to the toy industry and youth markets to help spark unique ideas. For additional relevant trends, members can click on the report’s consumer insights examples, scroll down, and click the images for further information.

TrendHunter.com has accumulated nearly 3 billion views from more than 100 million visitors. The data research company helps clients “Dive Deeper,” “Work Smarter,” and “Save Effort” in order to increase the overall success of their companies and brands.