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Toy Fair® 2026: A Heartfelt Celebration of Play

On Valentine's Day 2026, the Toy Association unveiled thrilling trends set to shape the world of toys at the 120th Toy Fair® held in New York City. This event, highlighting the importance of play, served as a reminder of the comfort and connection that toys bring into our lives. With an emphasis on inclusivity and creativity, the trends reflect current cultural shifts and societal needs.

Top Trends for 2026

Forever Young

The lines between youth and adulthood are blurring as toys cater increasingly to older demographics. Adults, constituting around 20% of toy sales in the U.S., are now significant consumers. Trends show that 81% of parents plan to buy toys for themselves as part of their holiday shopping. Consequently, manufacturers now design products that celebrate nostalgia while appealing to an adult aesthetic, balancing playful engagement with collectible display value.

Cozy Culture

As families grow more dependent on technology, there's a noticeable shift towards tech-free play experiences. The Cozy Culture trend prioritizes low-tech and no-tech options that help families unplug and reconnect. Consumers are gravitating towards tactile toys that soothe the senses, encouraging emotional regulation and creativity in a calming environment. This trend is about creating nurturing spaces for play that are devoid of digital distractions and foster human interaction.

Inspiring Inventors

In response to the rise of creator culture, there’s an increased demand for toys that spark imaginative building and design. Kids today, influenced by creators on platforms like YouTube and TikTok, are eager to take on maker roles themselves. Parents are looking for toys that foster critical thinking and creativity, with open-ended kits and STEM-focused toys seeing a propelling rise. The thirst for DIY-style play exemplifies a new generation eager to explore their inventive sides.

Express Yourself

Today's collectibles aren't just toys; they reflect personal identity. From fun bag charms to clip-ons, toys have become a means of self-expression for all ages. More than half of U.S. parents have recently purchased blind box toys, indicating a robust interest in surprise-driven collections. This trend embraces individuality and is fostering a healthier conversation about emotional well-being through personal expression.

Throwback Toys

Nostalgia is a powerful motivator in the toy market, but the fascination with retro toys isn't limited to those who grew up with them. Younger generations are exploring these toys as cultural artifacts, propelled by social media. The Toy Fair reported that searches for 2000s-era toys spiked 140% on Pinterest, demonstrating a growing interest among teens and young adults in classic designs enhanced with modern aesthetics and functionalities.

Fan-Driven Play

Licensing is a major player in toy sales, especially as cultural phenomena drive consumer engagement. Whether inspired by sporting events or trending memes, the push for timely, relevant toys is evident. The market is quickly adapting to cultural moments, making toys not just traditional playthings but catalysts for shared experiences across generations.

Looking Forward

The findings shared at the Toy Fair represent a diverse, vibrant landscape where play is evolving. The Toy Association's ongoing efforts to study consumer insights continuously inform the direction of design and marketing, ensuring that toys remain a vital aspect of life across all ages.

For further information about these trends, visit the Toy Fair Press Center online or view the highlights from the event available soon on ToyAssociation.org/trends.

About Toy Fair®

Toy Fair® is the most comprehensive play-centered event in the Western Hemisphere. Hosted annually by The Toy Association, it showcases a wide range of products and innovations from the global toy industry. This year, the event has drawn significant attention as it connects creativity with commerce.