The Toy Association™ works throughout the year to identify the toy trends that influence shoppers, meeting with toymakers of all sizes to track what’s new and next, and gathering insights from adjacent industries impacting toys like youth entertainment, fashion, technology, and others. This year, this work culminated in the unveiling of the top toy trends of 2023 in March followed by a Q4 trends update on the hottest trends of the holiday season presented during Toy Fair® 2023.
The Toy Association’s holiday trends report was supported by new research that gauged 1,000 U.S. parents on their attitudes toward toys and play and the factors influencing their toy purchases.
“While families may be watching their budgets amid a continually uncertain economy in the U.S, toys and play will still be prioritized this holiday season,” said Adrienne Appell, executive vice president of marketing communications at The Toy Association™.
Parents want bang for their buck and toymakers are answering their calls with budget-friendly options as well as feature-rich products that will ensure hours of extended playtime. In fact, adults want to get in on the fun, too, with 89% reporting they’ll be toy shopping for themselves and the other adults in their lives this holiday.”
Adrienne Appell, Executive Vice President of Marketing Communications at The Toy Association™
Here are the key toy trends to watch this holiday season
Cool to be a Kidult: Adults, not just kids, are adding toys to their wish lists, with 89% of parents toy shopping for grownups this holiday. This trend is also creating new opportunities for toymakers catering to both ends of the “kidult” age spectrum, from tweens to grandparents.
Conscientious Consumers: While children often seek out toys that reflect their identities, parents now recognize the importance of fostering diversity and inclusivity in their children’s toy collections. Sustainability is also a priority, with 45% of parents under 40 prioritizing eco-friendly considerations when making buying decisions.
Playing it Smart: Acknowledging the crucial role of play in kids’ learning and development, 81% of parents are highly likely to ensure they purchase at least one toy with educational value. Whether coding their own robot, engaging in role play in the kitchen, or taking on caregiver roles, children have numerous opportunities to learn through play.
Pop Culture at Play: Toys continue to have a lasting impact on pop culture and vice versa, bridging generations and evoking feelings of nostalgia. Against the backdrop of a successful year for blockbuster toy-related movies, 38% of parents express interest in purchasing toys inspired by movies and popular entertainment franchises. Anime, 90s/Y2K, and nostalgic toys are currently enjoying a significant moment.
This article is also featured in Edition 7 of The Toy Universe Magazine
