More or Less…

Industry figures reveal what they’d like see more – and less – of from the industry in 2026…

David Yakos,
Artist, Engineer & Inventor, Streamline Design

More… Creative courage. The play industry thrives when we dare to make something no one asked for but everyone ends up loving. Let’s see new formats, tactile surprises, unique active play and industry crossover. The most memorable hits often began as ideas that shouldn’t have worked on paper but did because someone believed in them. Innovation isn’t just about what’s new – it’s about what’s brave, what’s weird and what makes us remember why we started creating in the first place.

Less… Copycat culture. Too often, the chase for what’s trending smothers what’s next. We play it safe by duplicating last year’s hits instead of trusting fresh instincts. That mindset drains energy from the inventors and creators who bring real spark to the industry. Let’s stop rewarding sameness and start celebrating originality – not just in design, but in how we discover, develop and launch ideas. The toy and game world should feel like a playground, not an assembly line of déjà vu.

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Matt Nuccio,
President, Design Edge

More… Risk-taking. The industry’s gotten too dependent on data and déjà vu. Let’s get back to making toys that surprise kids and retailers, ideas born from gut, play and passion – not spreadsheets and AI.

Less… ‘Safe bets’ disguised as innovation. Slapping a license on the same mould isn’t creativity, it’s comfort. We owe it to the next generation of inventors and players to push the boundaries again.

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Jonas Resting-Jeppesen,
Head of Games, Bezzerwizzer Studio

More… Games and toys designed for parent/kid interaction. Especially for smaller children, where parents often have a hard time staying engaged in play with little structure.

Less… Creativity toys that limit creativity instead of sparking it. Some high-profile items complicate and limit, rather than facilitate.

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Fi Murray,
Director of Invention & Licensing, Making Things Studio

More… Category fusions. While retail challenges are plentiful, a positive outcome is that compelling features and innovative mashups can win over traditional categories. Bricks-and-mortar retailers no longer solely dictate categories – we’re seeing brilliant examples across toy x audio, blindbox x art & craft, sensory x activity, toy x game, sensory x creative… The most innovative things often end up on an end cap – disruptive!

Less… ‘Single-use play’, like low-quality party bag filler and magazine covermounts that inevitably end up in the bin after one use – or even immediately after being opened. Play and keep over play and throwaway.

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Julien Sharp,
Country Manager, Asmodee US

More… Collaboration and creativity across the tabletop industry. 2025 showed that audiences are eager for experiences that bring people together, whether through licensed partnerships, immersive storytelling or innovative game design. As we move into 2026, we’d love to see continued investment in ideas that expand the reach of tabletop, welcome new players and celebrate what makes our community so special: play that connects people of all backgrounds.

Less… Of a focus on ‘what’s trending’ and more on what makes a lasting impact. It’s easy to chase short-term momentum, but our industry thrives when we champion quality, replayability and games that stand the test of time. Let’s move away from oversaturation and toward meaningful releases that spark joy and connection at the table.

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Greg Ahearn,
President & CEO, The Toy Association

More… Companies aligning for the benefit of the entire toy industry and the consumers we serve. When we come together – whether to present product and business plans, share ideas, form partnerships or celebrate our successes – we create outcomes that always move individuals, organisations and the industry forward.

Less… Global macroeconomic policy that can have a significant negative impact on the small- and medium-sized businesses that make up 96% of the toy industry. Tariffs, changes to import and export rules, shipping availability and costs, and regulatory requirements typically hit these companies the hardest given their leaner resources and tighter cash flow. These entrepreneurial businesses – many of them truly family run – are a primary source for some of the most creative and innovative concepts in the business.

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Hadi Barkat,
Founder, Helvetiq

More… Curation, clear lines and less clutter. I’d love to see publishers release fewer games but with sharper ideas, better design and stronger storytelling. When a title has a clear purpose and gets the attention it deserves, players feel it – and that’s when a game becomes timeless.

Less… Autopilot care for existing titles. There is a positive trend of evergreen care, but I’m wary of it being done on autopilot. Keeping a title alive shouldn’t mean squeezing it dry, but rekindling what made it great.

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Stephen Wilson,
Game Designer

More… Risk-taking in gameplay mechanics, themes and even material choices. I know it’s easier for an inventor to say that as we don’t shoulder the financial exposure that publishers do, but I think the industry is overdue a few mould-breakers. We default too often to ‘X meets Y’ because it feels pitchable and safe. There’s huge potential value in launching products that take a bigger creative swing. 2026 feels like a great year for a few more publishers to actually bet on those.

Less… Crowdfunding being used by established publishers. I completely understand the business logic – mitigating risk and the ability to predetermine demand – but it still feels somewhat cynical to shift risk onto backers when you already have the resources to launch traditionally. Crowdfunding was built to help fund innovation that would otherwise never make it to market. When big players treat it primarily as a financial safety net, it squeezes out the space intended for the small, the weird and the unproven.

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Rich Mazel,
Chief Innovation Officer, All 4 Fun Toys

More… Innovation making it from prototypes to consumers. There is a sense of caution in the industry – understandably given tariff and geo-political issues – but I hope the industry uses this stress point to break out of the $9.99 and $19.99 mindset. Mostly, I just want big, beautiful toy boxes like in the 1980s!

Less… Tariffs and the irrational sentiment that there is some magical manufacturing solution in place in the major markets and that consumers will suddenly pay double for toys that are made in the non-extant factories.

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Ian Clayman,
Senior Game Designer, Exploding Kittens

More… Publishers taking risks on marketing and distribution – like what Eric Olsen and The Op did with Flip 7. I don’t think I’ve ever heard as much positive buzz from tabletop gamers as that campaign generated – and it doesn’t hurt that the game is a fantastic mass-market design!

Less… Tariffs. Higher shipping costs… Insurmountable obstacles ending crowdfunding campaigns… Full-on studio closures… Publishers feeling forced to either pass on costs to consumers, or reduce costs in other areas… Tariffs remain the single biggest threat to the health of our industry.

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Daniel Ralph,
Creative Director, Major Look

More… Storytelling in marketing. Story-driven marketing helps kids imagine how a toy fits into playtime and helps parents understand its value. Every product should feel like the hero of its own mini universe, with a clear personality and purpose. When that voice aligns naturally with its audience – whether that’s kids, parents or collectors – it becomes something they feel drawn to and excited to pick up. This approach also helps create distinctive, personality-driven creative that’s consistent across everything from advertising to packaging.

Less… Formulaic packaging. Toy retail aisles can be visually overwhelming – and packaging that falls into this category gets overlooked… Because it can be both the first and last touchpoint, packaging needs to create an emotional connection. Strong, intentional design doesn’t just stand out: it sparks engagement before the box is even opened. As packaging now also doubles as shareable content – with unboxings driving discovery – it turns opening into an event that can gain greater social visibility and a stronger emotional pull.

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Rob Trounce,
Trade Marketing Manager, Zatu Games

More… Games that explore unusual settings. Games are powerful storytelling mediums. We have loved working with Salt & Pepper Games, who bring fascinating historical stories to the table. Wonderbow is another publisher bringing fascinating settings to games, such as Kelp – an asymmetric battle between a shark and an octopus, designed with naturalistic accuracy. Stories like these captivate both gamers and non-gamers alike, introducing board gaming to entirely new audiences.

Less… Economic turbulence. 2025 brought unprecedented disruption in global trade, forcing many publishers to mothball projects – or worse. There have been too many ‘bad news’ stories; it would be great to shift focus toward the positives in 2026. Economic instability and uncertainty continue to challenge the industry. Perhaps a consortium could lobby governments and strengthen the industry’s voice, but one thing is clear: after a tough year, we don’t want to endure another round of economic chaos.

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Serena Fadlun,
Game Designer

More… Of a focus on children’s mental and emotional health. I believe those of us that create children’s products have a responsibility to keep in mind that we’re shaping their thoughts and behaviours through play.

Less… Fear. I’d love to see things settle down so everyone feels less scared of what the future holds and can freely express their creativity! Fear often forces designers and companies to play it a little safe… That means truly out-of-the-box ideas have a hard time being published.

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Westley Ciaramella,
Partner, Catapult Concept

More… Social media for demonstrable products. Sending an influencer or product tester early samples could get the word of mouth out early.

Less… Zoom and Teams invites and more IRL product pitch opportunities. The initial pitch is so important. Save Zoom for updates and deals.

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Danielle Reynolds,
Designer & Content Creator, DMR Creative

More… New marginalised designers getting published. Not just a continuation of tokenising the few we do have. I want to continue to push for more diverse faces and perspectives. New voices will shake up what we’re already seeing.

Less… Cronyism in the industry. Often people are hired or given opportunities because of who they know and not how good they are at their job. I’d like to see more hiring based on merit and skill. I believe this will help bring new ways of thinking and more diversity into the industry.

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Alex Murty,
Head of Global Distribution & Licensing, Explosm

More… Retailer events! These seem to be very common in North America – whether hosted by the industry body GAMA or distributors like ACD or Alliance. They’re a brilliant way for publishers and the retail decision-makers to connect – so where are these events in the UK? Distributors: if you’re reading this, make something happen!

Less… Focus on numbers and more focus on gameplay. “What are the numbers behind it? What marketing support can you give?” These seem to be the only things retail buyers seem to want to know. Why can’t we just sit down and play some games – at a retailer event?!

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Danny Kishon,
MD, All in 1 Products

More… Risk-taking with innovative ideas rather than range or brand extensions. Innovation creates shoppers. More retailers selling toys and games. More marketing for games nights. More patience from retailers.

Less… Crazy Trump tariffs. Their unintended consequences affect business throughout the world. Less close outs. They’re happening so fast and stifling the oxygen of new launches. Less Temu imports. No VAT and often no safety. Less time to get goods to market. The increased travel time makes managing a hit that much harder.

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Mark Jones,
Sales Director, University Games UK

More… Space on shelf given to games and puzzles. I’d like retailers to see our category as a key part of the retail offering… Not just an add on that they do because they have to. Games and puzzles are now widely acknowledged as a wonderful way of bringing families together – they can be used to prepare and educate our children in a fun and engaging way, and retailers can enable that. Let’s not hand the keys of the castle to others to manage because the category is ‘a chore’.

Less… Herd mentality – and not the game before I start offending people! There’s a lack of bravery from retailers to step out on their own and produce an offering they believe in. They’re too fearful that – by not stocking what their competitors do – they’ll miss out. There are many companies out there with great products that don’t see the light of day because the shelf space is continually filled by a short and distinguished list of brands that trade on products we all know and love but – like all great films – the sequels rarely reach the heights the original did.

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David Blanchard,
Director, Party & Family Games, The Op Games

More… Big swings. With all the new games being released every year, you might expect this industry to be a hotbed of innovation. However, much of what gets released year after year are rehashed version of something from the past. For example, look at all the ‘new’ card games… How many of these are based on an existing game that’s in public domain, but with a slight twist to the rules, a couple of modifier cards and maybe a theme to disguise it? There’ll always be a home for that stuff, but it feels like there’s more of it than ever and far fewer big, audacious ideas that dare to disrupt the category or go against the grain.

Less… ‘Play to the Judge’ games. Need I say more?

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Roger Martin,
Marketing Director, Asmodee UK

More… Confidence! Playing games is so beneficial in so many ways that I’d like the industry to be bolder, louder and more confident in claiming people’s entertainment time.

Less… I’ve struggled with an answer as it’s a great industry. We should be doing more of everything – not less!

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Gareth Edwards,
CEO, Frog Hall Games

More… Events like the Mojo Pitch where established and new inventors are on an equal footing… New inventors deserve more exposure than they currently get. I would also like to see some kind of forum developed for inventors to meet each other and plan joint projects.

Less… Looking down on new inventors from some businesses – and sometimes even from fellow inventors. I went to one event recently where new inventors struggled to get many people to stop and talk to them about their concepts. Companies could miss out on the next big thing by dismissing new inventors like this. Also, not every inventor is a ‘seller’ – I wish more companies would look beyond this to see those who have great ideas but aren’t good at marketing themselves.

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Rob Ames,
Co-Founder, Triclops Studio

More… Toys for kids. Sounds weird, right?! But it feels that the once core audience of six-to-eight-year olds have been forgotten, especially in the Boys aisle.

Less… Toys for adults. It has its place, don’t get me twisted, but I’d like to see the licensed Kidult/collector bubble burst and the focus returning to creating fresh, fun IP for those lost boys and girls above. The standard ‘kids don’t buy toys anymore’ doesn’t wash with me… It’s possibly a case that there isn’t anything appealing to them on the shelves anymore.

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Inna Yankelovich,
Product Design Lead, IDEO

More… Toys that turn adults back into kids. The Kidult trend is blowing up and I honestly love it! Not because adults need more collectibles, but because play is the fastest shortcut back to curiosity, silliness and joy. I want to see toys that remind grown ups how magical it feels to be six again… And that show kids that childhood is the main attraction in life. More laughter, more whimsy, more “I forgot how fun this is!” moments.

Less… Of the ‘mini adult’ trends turning kids into tiny beauty influencers and lifestyle experts before they even hit double digits. No more rushing them into Sephora! Kids should be messy, dreamy, weird, playful and totally unpolished. Let’s retire anything that pushes them to grow up too fast and make more room for imagination, joy and actual play.

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