The 119th edition of the New York Toy Fair has just concluded, highlighting a range of innovative toy trends set to define the year. These trends include a strong focus on personalization, nostalgia, and the evolving needs of both children and parents. Additionally, the Toy Industry Association is working diligently to preserve and improve business in the U.S. and abroad through several initiatives.
Editorial curated by Cristina Angelucci
Last week, I had the pleasure of attending the New York Toy Fair in person. Although we missed last year’s edition, this show remains a premier event for discovering the hottest trends in the American market, which serves as a benchmark for Western territories. It is an event that helps understand some of the directions the toy industry is taking during this challenging period.
I attended a very dynamic show, rich in new and innovative products. Among these, I noticed several key trends, including products related to food and vegetables, from plush toys to STEM products. One notable booth was set up like a market where I could ask which plush vegetable toys I wanted to “cook”!
On the licensing side, Bluey was among the most prominent IPs present in several booths, also winning the well-deserved TOTY License of the Year award. Many products were showcased featuring BBC Studios‘ popular brand, including the highly anticipated Lego playsets.
Another brand celebrated at the Toy Fair was Peanuts, thanks to its 75th anniversary. The products exhibited were diverse and of high quality.
Of course, in this market, Disney‘s brands, such as Marvel, Star Wars, and Stitch—the latter also due to the new movie release—are very popular. Other well-represented brands included Hello Kitty & Friends, Minecraft, Miraculous, Pokémon, and several others, showcasing their latest novelties.
Also worth mentioning is the iconic Rubik’s Cube, which had a significant presence at the Toy Fair, celebrating its 50th anniversary with a series of dedicated initiatives.
Among the unmissable events organized for the International Media Delegation, we had the pleasure of meeting and interviewing Greg Ahearn, President and CEO of the Toy Association. He explained the main actions of the association, which include active involvement from all members. The pillars of TIA’s actions are engagement, experience, importance of the international market, and education. He also discussed in depth the new customs duties policy imposed by the U.S. government. Since specific exclusions have not been indicated yet, they are working hard to include toys among the industries exempt from these taxes, aiming to preserve international sales and job positions in toy companies, which are often small and family-run, in addition to large global groups.
Another focus is the Toy Building in Los Angeles, announced in the past few months, which will be ready by August this year. In the words of Greg Ahearn, it is conceived as “a place created by toy people for toy people”.
Also unmissable at the #NYTF was the Toy Trends Briefing, always helpful for navigating the toy world. During this exclusive event, the Toy Association’s team shared the intriguing outcomes of its research, which included year-round discussions with toy manufacturers and insights from a 2024 survey commissioned by Wakefield Research. This survey examined U.S. parents’ attitudes toward toys, play, shopping habits, and budgets. Here are the trends that emerged, and what we can expect from the toy industry in 2025.
Toys fostering STEAM
According to the Toy Association’s survey, a significant 58% of parents expressed a preference for toys that help children build valuable skill sets. Additionally, 60% prioritize toys that foster STEAM (Science, Technology, Engineering, Arts, and Mathematics) skills, such as coding and art, while 56% seek toys that encourage outdoor and active play. Furthermore, 63% of Millennial parents are increasingly aware of how toys contribute to their children’s mental, emotional, and social well-being. Following these outcomes, it seems that the industry is set to experience an innovative wave of toys designed to encourage movement, facilitate learning, and alleviate stress, with a focus on emotional health, skill development, and generational connections – now, more important than ever.
It’s My Vibe: Personalized Play Experiences
In a world driven by personalization – from algorithmically curated social media feeds to tailored entertainment – today’s children are increasingly attracted to toys that allow them to express their individuality. “It’s My Vibe” is one of the emerging trends unveiled at New York Toy Fair, highlighting how toymakers are designing customizable products that cater to diverse lifestyles and preferences, not only drawing children but also providing them with a platform to showcase their unique personalities.
Parents of elementary-school-aged kids reported that 69% of their purchasing decisions are influenced by toys their children see online or on social media, typically highlighted by influencers. Consequently, toy companies are making strides toward inclusive representation and personalization in their products, thereby deepening children’s connections to brands they love.
Toys celebrating Life’s Milestones
The landscape of toy purchasing is changing, with families increasingly buying toys to promote and celebrate various life events, from seasonal festivities to major entertainment happenings. For instance, the spike in Halloween purchases in 2024 began as early as July, illustrating a shift in consumer behaviors. Similarly, cultural phenomena like Taylor Swift’s Eras Tour created new opportunities for toy retailers to engage fans and celebrate shared moments.
From holiday-themed toys for Christmas and Valentine’s Day to items commemorating global events like the Super Bowl and the World Cup, there’s now a broader canvas for toymakers to help families create meaningful memories – a trend reflecting the desire to cherish and relive experiences together, transforming toys into significant markers of celebration.
Newstalgia Trip, bridging Generations
One of the standout trends from this year’s fair was “Newstalgia Trip”, highlighting how toys merging the past with the present are bridging the generational gap. A striking 73% of parents admitted to purchasing toys for themselves, with 61% stating they did so to connect with their children. Almost half of the respondents revealed that they collect or play with toys as adults to relive cherished memories from their childhood.
This trend has catalyzed a resurgence in “newstalgic” toys – re-releases of beloved classics and modern spins on old favorites, not only drawing in original fans but also attracting a new generation thanks to innovative play patterns or technological enhancements.
Collectible Cravings: hunting Unique Treasures
Collectibles are thriving, evidenced by a nearly 5% growth in global collectible toy sales in 2024. The category’s appeal lies in its ability to engage both casual fans and high-end collectors in an ever-evolving landscape, ranging from tiny micro-minis to luxurious editions captivating audiences of all ages.
Toymakers are addressing this market shift by developing unique products, designed to attract new collectors while keeping existing fans engaged. In this scenario, the role of social media platforms, like TikTok and Reddit, is fundamental: social networks further amplify the chase for the next must-have collectible, driving excitement and creating vibrant communities around shared interests.
The Evolution of Licensing
With 76% of Millennial parents expressing enjoyment in playing with toys reflecting shared entertainment interests, licensing remains a powerful avenue for toymakers. Popular themes are influenced by various media, including movies, gaming, anime, and social media personalities. A diverse range of licensing opportunities is likely to emerge, making toys increasingly relevant to contemporary cultural conversations.
As we move further into 2025, the intersection of entertainment and toys promises to deliver engaging products that resonate with both children and adults alike.
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With a new challenging year ahead, we will see how these trends evolve in the upcoming months. We hope to remain united in the global industry, despite any local policies.
