2025 Toy Trends Briefing


 

2025 Toy & Play Trends

From MESH to STEAM

…and Everything in Between

Most U.S. parents favor toys that help kids build a skillset (58%)*, with 56% of parents looking for toys that encourage outdoor/active play and 60% seeking toys that build STEAM skills, like coding and art. The majority of Millennial parents (63%) also consider how toys help promote mental, emotional, and social health when choosing playthings for their children. Play can be a powerful tool in helping kids (and grown-ups!) regulate emotions, de-stress, and refocus. This year, expect to see a new wave of playthings that encourage movement and learning, incorporate fidget-friendly fun, and soothe the senses in new ways.

 

It's My Vibe

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.

 

A Reason to Celebrate!

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.

Newstalgia Trip

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.

 

Collectible Cravings

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.

 

Entertainment Update

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.

2024 Holiday Toy Shopping Insights 


 

2024 Toy & Play Trends

Eco-lasting Play

Forty-five percent of parents under the age of 40 consider a toy’s environmental impact when making buying decisions, according to a Toy Association survey of U.S. parents. In 2024, toymakers will prioritize sustainability not only as a commitment to using eco-friendly materials, but also as a holistic approach aligned with these evolving consumer values. And what consumers care about most when it comes to sustainability and purchasing products is durability (i.e. quality over quantity) (58%), according to a Deloitte 2023 Sustainable Consumer report.
Beyond being environmentally friendly, this trend centers on toys and brands that stand the test of time, emphasizing craftsmanship, heirloom qualities, extended play value, and a toy’s ability to adapt and grow with children as they age.

Eerie Enchantment

Mystical, magical, and supernatural toys transport kids and kidults on an enchanting journey, blurring the lines between fantasy and reality. Thanks to a resurgent cultural interest in spooky, mystery, and horror genres across movies, TV, and literature, expect to see an array of toys that leverage new technologies, hidden features, secret codes, and unfolding narratives that tap into our natural curiosity, explore the thrill of the unknown, and lead kids to new discoveries. Among the properties driving this interest is Wednesday, a 2024 license to watch from the top-viewed English-language Netflix series (at 341 million hours watched in its first week, surpassing Stranger Things’ previous record of 335 million hours.)

Vitamin P(lay)

In this era of mindful parenting, the toy industry is stepping up to the plate to offer a diverse range of toys that aid both mind and body. Fusing emotional intelligence, screen-free active play, and sports-inspired fun, this trend is set to redefine the landscape of children's play, as toymakers deliver more toys that not only promote physical fitness but moreover stimulate creativity, healthy emotional expression, and social interaction. This trend recognizes holistic child development and play’s role in the equation. In fact, some U.S. states are now mandating play-based learning, with research indicating that “playing with a purpose” leads to a deeper understanding of the curriculum.
Bolstered by expected fanfare surrounding the Paris 2024 Summer Olympics, we also anticipate sports toys to surge in popularity. 

Anime Mania

A fervent global fandom is bringing anime to the forefront in 2024, and its impact on the toy space is expected to reach unprecedented heights.
Teens and kidults are engaged in the anime community through conventions, online forums, and social media, with fans actively participating in discussions, fan art creation, and cosplay tied to anime content. This enthusiasm coupled with increased accessibility of anime through streaming channels (Crunchyroll, Netflix, Max, etc.) has propelled the genre from niche to mainstream, creating a cultural ripple effect that extends beyond entertainment and kidult audiences into various consumer product categories, including children’s toys. Last year, Bandai opened a flagship Tamashii Nations store in Times Square selling a diverse selection of anime figures and the marketing teams at Spy X Family in Japan and Disney teamed up for crossover promotions of their films –Wish and Code: White. In 2024, expect to see more crossover partnerships and toymakers leveraging the distinct, beloved stories and aesthetics of anime to create toys that resonate with hardcore and casual fans alike.