As more families around the world embrace a holistic approach to raising children, demand is surging for toys that actively support mental, emotional, social, and physical wellness. This broader and deeper approach to childhood play underpins The Toy Association’s 2025 trend: MESH to STEAM… and Everything in Between.
Unveiled at Toy Fair 2025, this trend highlights how more parents are actively seeking playthings that do more than entertain; they want toys that balance fun with learning in meaningful ways.
The Toy Association’s latest survey of U.S. parents found that 58% prioritize toys that help build essential skills, 56% are looking for toys that encourage outdoor and active play, and 60% seek out toys that build STEAM-related skills, such as coding and art. Additionally, the majority of Millennial parents (63%) now consider how toys help promote mental, emotional, and social health a top consideration when selecting products for their children.
Toys that build skillsets should go beyond basic academics and incorporate collaborative problem-solving, creativity, and emotional resilience. STEAM offerings should fuse education with excitement, encouraging exploration in coding, design, art, and engineering in a way that feels playful and accessible. Products that support emotional and mental health should consider sensory elements, calming textures, and soothing play patterns to support stress relief and focus for kids and grown-ups alike.
To strengthen their offerings in this space, companies can also seek out strategic partnerships with licensees and content creators who parents already trust for combining education with entertainment. Collaborations with edutainment brands and digital educators—like Numberblocks or Ms. Rachel™, both known for their developmentally appropriate and engaging learning content—can help bring educational toys to life with trusted voices and familiar characters that resonate with children and caregivers alike.
Toy companies around the world have an ideal opportunity to showcase innovations that not only entertain but enrich. Embracing the “MESH to STEAM” trend will allow the global toy industry to connect with modern families on a deeper level, championing toys that support the whole child—in mind, body, and heart.
Curated by Jennifer Lynch, The Toy Association
