With the National Retail Federation (NRF) projecting consumers will spend an average of $195.59 this Easter — the highest figure on record — The Toy Association’s trends team has been promoting members' toys as must-have items to fill kids’ Easter baskets.
Jennifer Lynch, trends specialist at The Toy Association, was recently featured on WGN-TV's Spotlight Chicago and Tampa Bay’s Morning Blend to share Easter gift ideas from Exploding Kittens, Sunny Days Entertainment, LEGO, Basic Fun!, Jazwares, and more. Additional Toy Association segments with KTLA, CBS Los Angeles, and News 12 New York will air this week.
“Easter baskets offer an opportunity to spark creativity, connection, and joy through play, and toys are a natural fit for the occasion,” said Kristin Morency Goldman, senior director of strategic communications at The Toy Association. “From collectibles and games to toys that encourage active play, these Easter surprises can deliver big benefits for kids’ social, emotional, and developmental growth.”
According to the NRF, consumers will plan to spend a collective $24.9 billion on Easter this year, up from $23.6 billion in 2025 and the previous record high of $24 billion in 2023. Easter gifts, including toys, are estimated to total $3.9 billion. Of those purchasing Easter-related items, 55 percent will shop at discount stores, 42 percent will visit department stores, and 34 percent will shop online.
“With consumers expected to spend a record amount this Easter, it’s clear families are embracing new ways to celebrate, and toys are playing a bigger role than ever,” Morency Goldman continued. “We’re excited to help spotlight a wide range of innovative products from our members and connect them with families looking to fill baskets with fun, engaging, and memorable play experiences.”
To view additional TV segments and trend videos featuring Toy Association members’ products, visit TheToyAssociation.org/trends and YouTube. Contact Jennifer Lynch to submit your products to be considered for upcoming media opportunities.