Against a backdrop of economic uncertainty and accelerating digital influence, toys and play continue to serve as anchors for creativity, comfort, and human connection.
Curated by Jennifer Lynch, The Toy Association
As The Toy Association’s trends team continues to closely monitor early signals across consumer behavior, retail strategy, and product development, 2026 is shaping up to be a year of playful expression, hands-on making, and products that support moments of calm.
While the complete picture will be unveiled during The Toy Association’s Toy Trends Briefing on day one of Toy Fair® New York (February 14–17, 2026), several themes are already taking shape as the industry prepares for the year ahead.
- Creativity-driven play is gaining momentum. Parents are increasingly prioritizing toys that encourage imagination and skill development, with 66% saying they want more products that spark creativity, according to new Toy Association research. Open-ended craft platforms, modular building systems, and maker-focused tools that blend creativity with learning are empowering children to take greater ownership of how they play.
- Collectibles continue to evolve beyond traditional play. The category remains strong, but its role is expanding. Small-format items—from mini plush and figurines to decorative accessories—are now doubling as personal statements. For many kids and adults, these pieces function as visual expressions of interests and identity.
- Calm, focused play is becoming a meaningful counterbalance. As families look to manage screen time and busy schedules, there is growing interest in toys that promote slower, more mindful engagement. Tactile materials, simplified activities, and products designed to encourage focus and intention are resonating with households seeking balance in daily routines.
The full overview of trends shaping toys and play in 2026 is planned to be presented during the Toy Trends Briefing session at the Toy Fair New York. Following the event, the complete trend report and on-demand viewing will be available at toyassociation.org/trends.
