Comfort is becoming a key driver in how today’s families choose toys and games.
At Toy Fair New York in February, the U.S. Toy Association spotlighted “Cozy Culture” as one of its 2026 toy trends to watch. The trend speaks to a growing desire among families to offset the constant stimulation kids and grownups experience daily (especially from too much screentime) with play experiences that are calming, sensory-rich, and intentionally slow-paced.
According to a March 2025 Harris Poll, 73% of parents believe their children would benefit from a digital detox, including 68% of parents with kids under age six. The Toy Association’s own latest research, likewise, found that more than half (53%) of parents are actively seeking toys that foster stress relief and provide comfort.
“Parents are becoming more aware of how overstimulation impacts children and are rethinking play as a way to support emotional regulation, restoration, and connection,” says Kristin Morency Goldman, senior director of strategic communications at The Toy Association. “In response, toymakers are building comfort into products from the ground up, whether through organic design elements, straightforward play patterns, and low-tech or tech-free experiences.”
Cozy Culture is characterized by design choices that convey warmth and reassurance, including botanical motifs, softer color palettes, gentle motion, calming light features, and sensory components meant to soothe rather than energize. These thoughtful details are resonating with both kids and adults, reinforcing play’s role in supporting emotional wellbeing.
Circana’s latest data further underscores this shift, with classic, low-tech toy categories such as building sets, games & puzzles, and exploratory toys driving growth.
“These types of toys allow children to engage at their own pace, spark imaginative play, and naturally engage their senses,” adds Morency Goldman.
Below are a few examples of newly launching products in 2026 that tap into the “Cozy Culture” trend:
Hasbro’s Play-Doh Donut Drop Shop Playset lets kids create and decorate three different types of pretend donuts (classic, filled, and fancy) using classic Play-Doh compound.
With the 4M Green Science Recycled Paper Beads Kit, kids can use the colored pieces of paper and the special tool supplied to make their own paper beaded jewelry.
Globber’s 2in1 ECO Walk’n’Roll is a combination ride-on and walker designed to help little ones builds balance, coordination, and confidence. No tools required, the toy is made of 100% recycled plastic plus wheat-straw.
Asmodee’s Cozy Sticker Ville Board Game lets families and fans of cozy digital games build and evolve a charming village by placing stickers, with each choice shaping unique stories and outcomes as they play.
Just Play’s HAPPY HAUL Peanuts Mindful Mondays Collectible Figures feature blind boxed versions of Snoopy and Woodstock, each designed to celebrate everyday moments such as Snoopy enjoying a facial or taking a coffee break.
To learn more about the 2026 trends shaping the global toy industry, visit toyassociation.org/trends.
