The New Generation of Toy Consumers Redefining the Future of Play
As the clock strikes one minute past midnight on 1st January 2025, the world will welcome Gen B – the newest generation of consumers hot off the heels of Gen A. These babies, born at the dawn of a new era, represent not just a fresh start for families but also a pivotal moment for toy brands. This cohort, predicted to grow up immersed in rapid technological advancement, climate awareness, and diverse family dynamics, will redefine the future of play.
For toy brands, the arrival of Gen B isn’t just a marker of time; it’s a clarion call to innovate. These children will grow up with expectations shaped by millennial and Gen Z parents, who prioritize sustainability, inclusivity, and meaningful experiences. Toys that thrive will need to go beyond mere entertainment, fostering learning, creativity, and emotional development.
Technology Meets Tradition
Gen B’s playthings will blend the best of tradition with cutting-edge technology. Augmented reality toys, AI-driven companions, and physical-digital hybrids will offer immersive experiences, while nostalgic toys with a modern twist will appeal to their parents’ sense of connection and shared play.
At Highlight, we have the privilege of working with Moose Toys where we have taken its brands in to the metaverse with Roblox brand immersions or hacked Alexa to launch Despicable Me 4’s new fart blaster given ‘Alexa Fart is one of the most common key words asked by kids.
Sustainability as Standard
As climate change continues to dominate headlines, Gen B will be raised with eco-conscious values. Biodegradable materials, refillable products, and zero-waste packaging will no longer be trends but expectations. Brands that embrace these principles now will gain long-term loyalty.
At Highlight, we work with Melissa & Doug – one of the leading toy brands creating high-quality, durable toys designed to inspire open-ended play, reducing waste by promoting products that last through generations. Alongside this, the company’s sustainability project: One Tree Planted – an initiative to plant 10m trees by 2030 – plus its commitment to using FSC Certified paper and wood from responsibly managed forests all helps to minimise environmental impact.
Inclusivity at the Core
Gen B will grow up in an era of celebrated diversity, and their toys must reflect that. From representing various skin tones, abilities, and family structures to promoting co-play across generations, inclusivity will be key to engaging this audience.
At Highlight, we have worked with Miffy for over a decade, whose simple and neutral design allows children from all backgrounds to relate to her. With no overt racial or ethnic identifiers, this iconic character – 70 years in 2025 – has become a symbol that resonates with global audiences.
Despite Gen B being in its infancy, literally and metaphorically from 2025, toy brands should start to prepare for them as future consumers. Those that invest in innovation, sustainability, and inclusivity will not only captivate the newest generation but also shape the evolving narrative of play.