As the year winds down, we’re unveiling our top 10 toy and family trends poised to shape 2025. From shifting consumer values to tech innovation and sustainable play, these predictions spotlight what’s next for toy brands and families. Let’s dive in!
1. Kidult Craze Takes Over
The ‘kidult’ market is exploding, with nostalgia-driven toys, premium collectibles, and stress-relief products for adults going mainstream. Pop culture crossovers and stylish designs will cement this trend. At Highlight, we’ve embraced this with Moose’s Kweenies brand—a collectible doll redefining self-expression and identity for older audiences. Read more about it here.
2. AI-Powered Play
Interactive AI toys will revolutionise play by tailoring experiences to each child. From adaptive storytelling companions to AI pets that “learn” from their owners, advanced tech will deliver immersive, personalised fun. We’re already leveraging AI creatively and strategically at Highlight, and we’re eager to see it drive innovation in 2025.
3. The Eco-Play Revolution
Sustainability will remain centre stage. Expect more toys crafted from recycled or biodegradable materials, packaging-free designs, and concepts promoting eco-awareness, such as plant-growing kits or clean-up games. Highlight’s partnerships with sustainable leaders like Melissa & Doug and our ESG initiatives with other toy brands demonstrate our commitment to greener play.
4. STEM Meets AR/VR
STEM toys are levelling up with AR/VR integration and gamified learning experiences. Teaching coding, robotics, and engineering will be more dynamic than ever, with themes like space exploration and renewable energy capturing kids’ imaginations.
5. Wellness Toys Boom
Toys focusing on mental health and emotional well-being are on the rise. Mindfulness kits, sensory tools, and products promoting relaxation will resonate with kids and their parents, offering moments of calm in a busy world.
6. Inclusive Play for All
Diversity and inclusivity will take centre stage. Think customisable dolls, adaptive toys for children with disabilities, and games reflecting various cultures and family structures. Toy brands will ensure every child feels seen and celebrated.
7. Digital-Physical Hybrids Dominate
Blending digital and physical play will be big in 2025. Augmented reality board games, smart figurines, and toys unlocking virtual adventures will offer interactive, multi-dimensional experiences that captivate young imaginations.
8. Gen Alpha’s Mark on Toys
Gen Alpha’s love for creativity and customisation will fuel trends. From stop-motion animation kits to toys enabling user-generated content, this generation will inspire brands to think digitally and innovatively. Highlight’s work on MrBeast Lab taps into Gen Alpha’s cultural hooks, particularly for 8-12-year-old boys.
9. Co-Play Experiences Rise
Family-focused play is thriving, with toys encouraging co-play between kids, parents, and even grandparents. Collaborative puzzles, games, and buildable models will strengthen bonds. Moose’s Cookeez Makery exemplifies this trend, combining sensory baking play with magical unboxing moments both generations love.
10. Social Media-Ready Toys
TikTok and Instagram continue to influence toy design. Toys with unboxing appeal, viral challenge kits, or shareable play elements will drive buzz and sales. In 2025, design-led collectibles and products crafted for social virality will reign supreme.
Ready to ride these trends into 2025? Let us know how Highlight can help your brand stay ahead of the game.