Toy & Play Trends

Scoring Aura Points with Kids through Personalized Play

Just as algorithms on top social platforms are personalized to cater to each user's unique interests, toymakers that customize play experiences to different lifestyles and preferences will score the most aura points with kids in 2025. This approach focuses on customizable toys and personalized shopping experiences (in-store or online) that draw kids in and allow them to showcase their personality and unique sense of style. With the vast majority of parents of elementary school aged kids (69%) stating that their purchase decisions are influenced by kids asking for a toy they first saw advertised online or posted by an influencer on social media, toy companies are offering more inclusive representation and personalized products to empower young people and deepen kids’ connections with their favorite brands.

Toys for all of Life’s Seasons, Celebrations, and Occasions

Families are purchasing toys to celebrate all of life’s occasions, from global sporting and entertainment events and experiences to seasonal celebrations. In 2024, Halloween began ramping up in July— six weeks earlier than in 2019, while Taylor Swift’s Eras Tour created new opportunities for toy retailers to lean into the fandom in celebration. From the Super Bowl and the World Cup to Valentine’s Day and Halloween, and every reason to celebrate in between, these occasions create new opportunities for toymakers to help consumers commemorate and relive their favorite moments and make memories together.

Toys Blending Past, Present, & Future

Toys and games that blend past and present are bridging the generation gap. With 73% of parents saying they have purchased toys for themselves, 61% said they did so to connect with their child. Close to half collect or play with toys as an adult to relive fond childhood memories (49%) and 40% do so because they enjoy playing with their kids with the toys they used to play with as a child. From re-releases of old classics for original fans, to new spins on old favorites to appeal to a new generation of fans (via different play patterns or tech integrations), expect to see a resurgence of “Newstalgic” toys in 2025.

Fueling the Chase for High-End Collectors & Casual Fans

From micro minis to high-end items, the world of collectibles is constantly evolving to meet the interests of kids and adults. Emphasizing the opportunity in the category, collectible toy sales grew nearly 5% globally in 2024 fueled by on-trend small collectibles figures, trading card games, and plush toys, according to Circana. This trend underscores how toymakers are looking at new approaches and unique products that not only draw newbie collectors in but also appeal to high-end toy collectors and keep tween/teen audiences engaged in play. Additionally, social media (from TikTok to Reddit) continues to fuel the chase for the next must-have collectibles.

The Evolution of Licensing in the Toy Space

Toy licensing remains a major opportunity for toymakers, with 76% of Millennial parents reporting they enjoy playing with toys with their kids based on shared entertainment interests, including toys based on movies and entertainment franchises (47%), gaming (35%), anime and manga (30%), and social media personalities (21%). 2025 is shaping up to be a big year for entertainment and licensed toys, with many rising fan-favorites driven by streaming and digital worlds. Multiple perennial favorites returning to the big screen this year also have a history of translating into strong toy sales, such as a new installment of Jurassic World and part two of Wicked; new takes on How to Train Your Dragon, Snow White, Lilo & Stitch, and Superman; plus, the first-ever Minecraft movie.