There’s nothing more freeing than feeling the wind in your face. Even as the outdoor toy category shrank by 5% last year, according to Circana data, the ride-on category continues to see innovation with new licenses and new vehicle types.
Ride-on vehicles can be a big-ticket item for kids. The higher price tag makes parents more selective in what wheels they pick up for their kids. Best Ride On Cars has worked to maintain a value price for consumers by relocating production to Europe, keeping prices stable for consumers and retailers.
Licensed ride-ons and ride-ons that emulate adult vehicles are driving the category. | Source: Best Ride On Cars
Licensed ride-ons and ride-ons that emulate adult vehicles are driving the category. | Source: Best Ride On Cars
“Consumers are looking for ride-ons that are still giving quality on top of it being a value perspective,” says Shannon Adams, CEO of Best Ride On Cars, which produces vehicles with iconic nameplates like BMW, Polaris, Mercedes-Benz, Lamborghini, Lexus, and Ford, alongside Peppa Pig and Tonka ride-ons in collaboration with Hasbro. “With how the economy has been changing the last couple of years, we’ve seen a huge trend in looking at a value perspective. As a company, one of the things we’re trying to do is include those key licenses while still allowing them to be a value. It doesn’t have to break the bank.”
As with the rest of the industry, another big drive in the ride-on space is vehicles featuring iconic characters, including Mickey Mouse, Bluey, Spider-Man, PAW Patrol, and more. For example, Flybar has introduced ImaginAirs, ride-on bumper cars with inflatable characters on the back.
Flybar is innovating in the ride on space with the ImaginAirs bumper cars and the Zero Turn Mower. | Source: Flybar
Flybar is innovating in the ride on space with the ImaginAirs bumper cars and the Zero Turn Mower. | Source: Flybar
“We’re investing heavily in the intersection of character play and ride-ons,” says Sol Ostrovsky, Vice President of Marketing at Flybar. “We believe kids want more than just a vehicle; they want to become part of the story. That’s driving us to develop products with deeper character integration, more immersive features, and stronger play value.”
Another trend in the ride-on space is miniature versions of real-life vehicles. These ride-ons fuel imaginative play where kids can re-create the day-to-day lives of the adults in their lives, whether it’s a pretend run to the grocery store or pretend mowing the lawn.
“Kids learn through imitation,” Ostrovsky says. “Pretend play allows them to explore the world around them, build confidence, and develop a sense of independence. When a child drives a miniature version of a vehicle they see their parents using, whether it’s a truck, ATV, utility vehicle, or mower, they’re not just having fun. They’re creating stories, role-playing, and practicing real-world skills in a safe environment. This type of imaginative play helps children better understand the world around them while developing creativity, confidence, and problem-solving skills.”
The ride-on category is constantly being refreshed with new licenses and vehicle styles, but there is still room for the classics. In May, Sakar International was named the North American manufacturer of the Power Wheels brand, which has been around since the ’80s, most notably through Fisher-Price, thanks to a licensing partnership with Mattel. The first lineup of Power Wheels toys from Sakar is expected to hit shelves this fall.
Source: Best Ride On Cars
Sakar International is bringing Power Wheels to a new generation with a licensing deal with Mattel. | Source: Sakar International
“Power Wheels remains one of the most iconic brands in the category,” says Bobby Stewart, Senior Vice President of Wheeled Goods and Outdoor at Sakar International. “We saw an opportunity to combine its incredible heritage with Sakar’s expertise in licensing, product development, and retail relationships to introduce the brand to a new generation of families while staying true to what made it special.”
The company also has a strong lineup of licenses under the Sakar International name, including Bluey.
Ride-on vehicles have different purposes for kids and families as they get older. When kids are young, ride-ons help develop gross motor skills while offering the thrill of a ride. Older kids use ride-ons to explore their neighborhood. But ride-on play does not have to end when kids grow up. The opportunity for high-octane fun continues into adulthood.
“Ride-ons allow another aspect of children to come out,” Best Ride On Cars’ Adams says. “Sometimes parents want more than just sitting in the living room or sitting in their room. They want the kids to go out and play. They want to see them use their fine motor and gross motor skills. When you are in a ride-on, you could feel like you are driving a go-kart like a Formula One race car driver, or you could be Minnie Mouse’s best friend sitting on the ATV, or you could be just like mom and dad in a UTV. Ride-ons bring that sense of excitement to children, and they feel a different way to connect with their imaginative play. Ride-ons truly bring out your inner child, whether you’re an adult or a child.”
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A version of this feature first appeared in The Toy Book‘s 2026 Action, Adventure, & Mystery Issue. Read the full issue here!
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