The Toy Association trends team has been working around the clock to identify the hottest trends in toys, play, and youth entertainment for 2025. From meeting with companies of all sizes to preview their top-line items for this year; conducting in-depth research on what is trending across parallel industries (from entertainment and fashion to beauty and tech); and combing through the results of a new Toy Association-commissioned survey of U.S. parents’ toy and shopping preferences, the team is leaving no stone unturned as it gathers intel on what will be next holiday’s hit toys and games.
As is customary, The Toy Association team will unveil the top toy trends of the year at Toy Fair, taking place in New York City from March 1 to 4, during an exclusive presentation for media, buyers, and other show guests. During the session, attendees will learn about new areas of opportunity in the toy and play space and see product examples straight from the show floor that capture how these trends are set to shape the upcoming year.
“Our trend-tracking work is a year-round process that involves meeting with upwards of 100 companies and exploring what is happening in industries that are closely tied to the toy industry,” said Kristin Morency Goldman, senior director of strategic communications at The Toy Association. “We have been taking a close look at how and where families like to shop, and gauging parents’ interest in purchasing toys that incorporate sustainability, diversity & inclusion, social values, as well as STEAM and MESH learning, into play patterns. We’re also tracking the enduring appeal of nostalgic and classic toys that bring generations together through play.”
The Toy Association’s annual trends reveal is a much-anticipated event that draws media attention to the companies and products that fuel industry growth. Throughout the year, The Toy Association leverages the trends to promote toy companies’ products in front of media; companies also leverage the trends in their own press materials and product promotions.
In years past, The Toy Association trend team was among the first to bring several new trends into the media conversation and is often called upon for expert commentary on what is happening in the toy industry.
Companies that would like to meet with the trend team to share new product launches (which will be kept under embargo, if necessary) are invited to reach out to The Toy Association’s Maddie Michalik at mmichalik@toyassociation.org. Toy Fair exhibitors that connect with the team ahead of the show will also have their products considered for the trends presentation. For more information about the Toy Trends Briefing at Toy Fair, as well as the other educational sessions taking place throughout the four-day show, and to register for Toy Fair, visit www.ToyFairNY.com.
