The American Specialty Toy Retailing Association (ASTRA), has named its top toy trends of the year. ASTRA is made up of local retailers, manufacturers, certified play experts, and toy industry professionals. 

“Our small retailers are on the front lines with consumers, having conversations, and seeing firsthand what’s hot every day,” says Sue Warfield, President of ASTRA. “They are the perfect resource to help us determine trends for the first part of 2024 and this year they have not disappointed. We’re excited to see these trends and watch as what’s hot continues to evolve throughout the year.”

Different toy categories that are expected to be popular this year include plush, tabletop games, building toys, impulse toys, and R/C toys and vehicles. Trending themes include social-emotional learning and helping kids get in touch with their feelings, the kidult category and toys geared toward tweens and teens, sustainable and eco-friendly toys, toys inspired by video games and other pop culture properties, and kawaii toys featuring anime characters and other Japanese icons. 

ASTRA will issue another trend report following ASTRA Marketplace & Academy, which will take place in St. Louis, Missouri from June 2-5.

About the author

Ashley Pelletier

Ashley Pelletier

Ashley is assistant editor for The Toy Insider, The Pop Insider, and The Toy Book with a Master's in journalism from Quinnipiac University. When she isn’t writing her latest story, she is reading a fantasy novel or rewatching one of her three favorite TV shows over and over again. She’s also a big fan of showing people pictures of her two dogs and cat.