Toy Association Toy Trends Briefing reveals what’s hot in 2026

Forever Young, Cosy Culture and Inspiring Inventors were among the trends revealed by the Toy Association at its 120th Toy Fair earlier today. Reflecting on changing lifestyles and cultural influences, the trends discussed are based on year-round meetings with toy companies, commissioned research on U.S. parents, shopping habits and budgets.

The notable top trends are:

Forever Young
Adults continue to engage with toys and games, both for themselves and as gifts. Specific examples referenced included the games Go F*** Yourself, Here for the Comments and Dungeon Crawler Carl.

Cosy Culture
Demand continues to grow for toys and games that prioritize comfort, sensory experiences and screen-free play. Specific examples referenced included SolarFlowers from Thames and Kosmos, Sussed from Games to Get and the KitchenAid Real Line.

Inspiring Inventors
Toys that encourage building, designing and customisation are gaining popularity, driven by platforms like YouTube, TikTok and streaming channels. Specific examples referenced included Crunchinator from Crunch Labs, Boxineers from Learning Resources and the Story Creator from Crayola.

Express Yourself
Toys are becoming expressions of personality; a way for consumers to signal their interests and identities. Specific examples referenced included License to Play’s Bad Date Bears and Match My Freak from Exploding Kittens.

Throwback Toys
Nostalgia for retro toys is driving interest, especially – and surprisingly – among younger consumers… Even though many of them didn’t grow up with those products. Specific examples referenced included the Modern Era Girl collection from Mattel’s American Girl.

Fan-Driven Play
Toy companies aren’t waiting for the next blockbuster hit, they’re adapting to cultural moments in real time.

“Play is no longer defined by age,” said The Toy Association’s Adrienne Appell. The Executive Vice President of Marketing Communications added, “It’s about how people want to feel. In 2026, we’re seeing a growing interest in play that inspires creativity, encourages out-of-the-box thinking, and celebrates self-expression… From collectible fandoms to toys and games that offer moments of calm and comfort. These trends reflect how play continues to evolve alongside culture, while remaining a meaningful and essential part of life at every age.”

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