From grown-up collectors to biodegradable blocks and AI-powered plushies, the second half of 2025 brings bold shifts in toy design, purpose, and playfulness. Here are the top 10 trends shaping the global toy industry.
- Kidult boom: grown-ups are buying more toys
A surprising but unstoppable force is shaping 2025’s toy market: adults. The so-called “kidult” phenomenon refers to grown-up consumers buying toys for nostalgia, comfort, display, or emotional expression. Whether it’s collectible vinyl figurines, throwback Tamagotchis, or pastel-colored plushies, kidults are now a core demographic. Brands are embracing this, launching limited-edition series, blind-box collectibles, and retro revivals specifically for adult collectors.
- Eco-aware play: green becomes the new fun
Sustainability is no longer a niche—it’s becoming the norm. More parents are prioritizing toys made from recycled materials, biodegradable plastics, or sustainably sourced wood. Manufacturers are redesigning packaging, reducing excess materials, and promoting circular play. Whether it’s a robot made from repurposed plastic or a plush toy stitched from plant-based fibers, eco-friendly design is winning both hearts and shelves.
- Tech-infused play: smart toys get smarter
The fusion of technology and toys continues to accelerate. AI-powered plush companions, voice-responsive robots, augmented reality puzzles, and app-integrated building sets are all gaining traction. These toys don’t just entertain—they teach, respond, adapt, and evolve with the user. Parents appreciate how these tech-infused products combine STEM education with interactive, personalized play experiences.
- Blind-box collectibles: the thrill of surprise
Blind-box toys remain a consumer favorite in 2025. With themes ranging from fantasy creatures to pop-art vinyl characters, the joy of unboxing adds to the collectible value. The element of surprise drives repeat purchases and a sense of community among collectors, much like trading cards or sneaker culture. Limited runs and exclusive designs further fuel the hype.
- STEM and edu-play: smart is the new cool
Educational toys are growing in scope and sophistication. Parents and schools are turning to products that promote skills in science, technology, engineering, arts, and math (STEAM). From build-your-own coding bots to chemistry kits with real-world applications, toys that encourage problem-solving and creativity are gaining ground. The line between play and learning continues to blur—in the best way possible.
- Nostalgia and retro: classics reimagined
Retro never goes out of style—especially when updated for a new generation. Iconic brands from the ’80s and ’90s are making a comeback with modern twists. Think reissued board games, digital Tamagotchis, neon-bright slime kits, and plushies modeled after vintage arcade characters. These toys appeal to kids and their parents alike, blending familiarity with innovation.
- Mini worlds & micro playsets: tiny but mighty
Smaller is smarter in 2025. Compact dollhouses, portable playsets, foldable tracks, and travel-sized figures are trending for their convenience and charm. These miniature toys fit easily into bags, lunchboxes, or car rides—making them ideal for mobile lifestyles. Beyond practicality, their tiny scale sparks big imagination, allowing kids to create immersive micro-worlds anywhere.
- Sensory toys: texture, calm, and focus
Sensory-rich toys continue to evolve beyond fidget spinners. Products now include glow-in-the-dark doughs, scented squishies, soft-click mechanical puzzles, and chew-friendly textures designed for neurodivergent users. Whether for stress relief or fine motor skill development, sensory toys are being recognized as essential tools for both play and well-being.
- Plush 2.0: cuddly meets clever
Plush toys are having a renaissance. Today’s plushies aren’t just soft—they’re multifunctional. Some transform into pillows, bags, or pencil cases. Others feature built-in lights, sound sensors, or even emotional-response functions. New designs range from minimalist and cute to “ugly-cute” and expressive, appealing to a broad audience that includes toddlers, teens, and even adults.
- DIY kits & creative construction: building is believing
Kids want to be creators, not just consumers—and the market is responding. DIY kits now include everything from slime labs to jewelry-making sets, robot arm kits to cardboard architecture. These toys empower children to design, construct, and customize their own projects, fostering creativity, confidence, and hands-on problem-solving in every age group.
The second half of 2025 promises to be a dynamic moment in toy innovation. With trends rooted in sustainability, technology, inclusivity, creativity, and emotional connection, today’s toys reflect the evolving needs of modern families. From kidults to kindergartners, from retro fans to STEM learners, the world of play is expanding—and becoming more meaningful than ever.