The toy industry is a large, fast-moving market that keeps reinventing how kids play, learn, and connect. Each year brings new ideas that appeal to both kids and adults, blending fresh technology with timeless favorites. Here are the trends shaping play today.
Sustainable Materials
More toy makers are choosing materials that are better for the environment, like wood with safe paints or plush toys made from recycled fabrics. Many brands are leading the way in this space, using recycled and sustainable materials to set new standards for eco-friendly products.
Augmented Reality (AR) and Virtual Reality (VR) Toys
Interactive Play: Thanks to AR and VR, toys now offer more immersive experiences. Kids can enjoy storybooks or action figures that come alive with a smartphone app, blending digital and physical play. AR and VR toys continue to grow in popularity among both consumers and manufacturers, moving beyond niche interest and becoming more mainstream.
Educational AR Kits: These kits use AR technology to help kids learn about science, math, and history in a fun, hands-on way.
STEM and Robotics
DIY Kits: Kids can now build their own robots, circuits, or even small computers. These kits are fun and also teach the basics of programming, engineering, and math.
Coding Toys: Toys that teach coding and logic are more popular than ever, helping kids get ready for a world full of technology.
Nostalgia Boom
Retro Revival: Classic toys from decades past are making a comeback with modern updates. This resurgence is driven by nostalgia, as adult collectors seek to reconnect with their childhood favorites and parents introduce these beloved classics to a new generation. The familiarity and sentimental value attached to these toys enhance their appeal, driving sales and cementing their place in the market.
Limited-Edition Releases: Toy companies are releasing special versions of old favorites that are very popular with collectors and fans.
Customizable and Personalized Toys
Build-Your-Own: Customization is popular, from dolls to action figures. Kids can pick outfits, accessories, and even hairstyles for their toys.
Subscription Boxes: Monthly toy boxes that match each child’s interests are very popular, offering surprises and a personal touch.
Sensory Play Toys
Tactile Experience: Toys that engage the senses, such as slime, kinetic sand, and squishy toys, remain favorites.
Therapeutic Toys: These toys were made for kids with sensory needs, but many others enjoy them too because they are relaxing and satisfying.
Collaborative Play
Board Games 2.0: New board games focus more on teamwork than competition, so players work together to reach shared goals.
Interactive Puzzles: These puzzles go beyond regular jigsaws by using apps or online features, making the experience more interactive and social.
Today's toy trends mix old and new, focusing on sustainability, technology, and inclusivity. From exciting VR toys to relaxing sensory items and classic favorites, there's something for everyone in today's toy world. Looking ahead, expect an even greater emphasis on integrating technology with physical play, enhancing personalized experiences, and developing more eco-friendly products. Many in the toy industry are also watching how AI could shape the way children learn and play in the years ahead. Keeping an eye on these emerging trends offers exciting opportunities for innovation and growth.
Trends we see in kids' toys today
Retail search data backs up several of these themes. Retailer searches for squishy toys rose 185% quarter over quarter, with highland cow (+219%) and capybara (+198%) designs leading the cute-animal wave, while searches for instant cameras rose 31% and kids' cameras 21% (The Toy Book, Faire retail trends). Here is how those trends look in practice:
- Squishy and fidget toys: slow-rising mochi squishies, pop toys and spinners are everywhere. Browse our squishy and fidget toys or read the squishy toys and fidget toys guide.
- Cute plush animals: highland cows, capybaras and giant stuffed animals are popular gifts. See the plush trends guide.
- Screen-light tech: kids cameras that print photos on paper mix technology with hands-on play. Compare options in the kids camera buying guide and the kids cameras collection.
- Montessori and hands-on learning: busy boards, shape sorters and wooden puzzles remain steady favourites. Explore Montessori toys.
- Robot pets and STEM: walking robot dogs, desktop robot pets and magnetic building sets bring coding and engineering ideas into play. See the robot toys guide and STEM toys for kids.
How to choose a trending toy that lasts
Trends come and go, but a good toy keeps being played with long after the buzz fades. Before buying the toy everyone is talking about, run through a few quick checks.
- Match the age guidance. Trend toys are often designed for older children. Small squishies, magnets and building pieces can be a choking hazard for children under 3.
- Look for open-ended play. Blocks, puzzles, pretend play sets and art toys can be used in many ways, so they grow with your child.
- Check the materials. Smooth edges, sturdy seams and secure battery covers matter more than packaging claims.
- Think about your child’s interests. A child who loves building will get more from a construction set than from the season’s most talked-about gadget.
- Balance screens and hands-on play. Many families now look for toys that are fun without a screen. Our guide to screen-free toys for toddlers has ideas.
Trending toys as gifts
Trend-led toys make exciting presents because children recognise them from friends and school. For age-by-age ideas, see our Christmas gifts for toddlers and best gifts for 3 and 5 year olds, or browse our best gifts for kids. Pairing a trending toy with a timeless one, such as a puzzle or a book, gives children something exciting today and something they will return to for years.
Frequently asked questions
What are the biggest toy trends right now?
Sustainable materials, STEM and coding toys, sensory and squishy toys, nostalgic retro revivals and personalised play are among the strongest themes. Retailer data shows searches for squishy toys and kids cameras rising quickly.
Are trending toys good for learning?
Many are. STEM kits, building sets and Montessori-style toys invite hands-on problem solving. The best trending toys are open-ended, so children can play with them in many different ways as they grow.
How do I choose a trending toy that will last?
Check the age guidance, look for sturdy materials and simple play patterns, and ask whether the toy can be used in more than one way. A toy that suits your child’s interests will usually outlast a short-lived fad.
Are squishy toys safe for toddlers?
Larger squishies can suit toddlers with supervision, but very small squishies can be a choking hazard for children under 3. Check for tears and replace damaged squishies.
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