As we approach 2025, the toy industry is evolving to meet changing consumer preferences and societal trends. Key developments include:

1. Eco-lasting Play

Sustainability is a central focus, with manufacturers using eco-friendly materials and designs to create durable toys that reduce waste. This approach promotes long-lasting play and environmental responsibility. 

2. Eerie Enchantment

Toys featuring spooky and mystical themes—such as ghosts and witches—are captivating children's imaginations, offering a blend of thrill and fantasy. 

3. Vitamin Play

Emphasizing holistic child development, this trend includes toys that encourage physical activity, creativity, emotional expression, and social interaction, supporting overall well-being.

4. Anime Mania

The global popularity of anime and manga has led to an increase in toys featuring characters and themes from Japanese animation, appealing to both children and adult collectors. 

5. Kidult Market Expansion

The "kidult" segment—adults purchasing toys for themselves—is growing. Products like collectible figures and complex building sets blend nostalgia with modern design to cater to this demographic. 

6. Healthy Heroes

This emerging trend focuses on toys and activities that promote healthy habits in children, including meditation, physical activity, and healthy eating. 

Other factors shaping the toy industry include:

• Entertainment Tie-Ins: Toys linked to popular entertainment properties continue to be significant, with anniversaries of franchises like Hello Kitty and Teenage Mutant Ninja Turtles offering opportunities for special releases.
  
• Technological Integration: Advancements such as augmented reality (AR), artificial intelligence (AI), and app-connected toys provide interactive and immersive experiences. 
  
• Collectibles and Blind Boxes: The excitement of discovering hidden items in blind boxes encourages repeat purchases, appealing to both children and adult collectors. 
  
• Underconsumption Core: A trend encouraging mindful and selective purchasing emphasizes quality, durability, and sustainability, aligning with eco-conscious consumer values. 
  

Regional Differences

Sustainability is more prominent in European toy purchases, driven by stricter environmental regulations and consumer preferences. In contrast, the U.S. market is more influenced by licensed toys linked to entertainment franchises. 

These trends reflect a dynamic toy industry adapting to cultural influences, technological advancements, and evolving consumer demands.

Writer's Bio: Driven by a fascination with how young people learn, grow, and connect, Laura N. Larsson has spent years researching the role of play and social media in child and adolescent development. Since 2012, she has combined her ecommerce background with in-depth interviews of children and teenagers, producing insightful articles that explore the evolving interplay between play, communication, and online interaction. Read more articles by this author