The Toy Association’s Top Toy Trends of 2023

The Toy Association’s top toy trends of 2023 are here. 

After The Toy Association’s team of trend-spotters met with hundreds of toy companies across the globe to track the latest updates in play and youth entertainment, they have released five new trends that are sure to drive toy sales now through the 2023 holiday season. These trends harken back to classic play while also leaning into new frontiers such as technologies, consumer spending habits, and different platforms. 

“If there is one key takeaway that ties all the latest toy and play trends together, it’s that what consumers want matters more than ever,” says Adrienne Appell, Executive Vice President of Marketing Communications at The Toy Association. “In part due to the current economic climate, today’s shoppers hold the power and the purse strings. These toy trends underscore the industry’s ability to deftly respond to this constantly evolving landscape shaped by the way toy lovers of all ages are spending their leisure time — on and off their screens — and their money.” 

Here are the trends to watch this year: 

After the pandemic, self-care became a staple in many families’ routines. Although self-care can look different to each person, in the toy space this concept is taking shape in products that help kids instill healthy habits. From mindfulness and good sleep habits to encouraging social-emotional awareness through nurturing play, these toys are introducing little ones to new hobbies and helping them find joy in classic play. 

It’s clear that play is not just for kids anymore — although the kidult trend was popular last year, this year it’s all about tweens. Kids ages 12 and up are seeing a surge in collecting, customizing, and displaying toys, all thanks to social media. Plan to see the toy industry respond by broadening the tween/teen demographic, including fidget/sensory toys, collectibles, arts & crafts, and tech toys. 

Authenticity matters. Shoppers are on the lookout for companies that offer deep play value while also enacting positive change in the world. This trend will see brands incorporating various ways to play for consumers of all ages — including the elderly — and releasing toys that not only teach social responsibility, diversity, and sustainability, but are made by companies that practice what they preach. These companies will plan to enact or expand on partnerships with professionals in fields related to education, diversity, and sustainability. 

Driven by social media, macro to micro showcases the industry’s obsession with jumbo-sized plush and oversized versions of classic games, as well as the ongoing trend of tiny craft projects and micro-sized, functional collectibles and playsets. Although the novelty of these toys is important, it is their collectability, new gaming mechanics, and highly stylized details that puts this trend on top. 

Fandoms are evolving more and more each year, with more touchpoints for brands and content than ever before. In 2023, toymakers will dig into this trend by tapping into gaming and anime themes, aesthetic trends on social media, and relaunches of toys from yesteryears. This trend will find a place with kids and adults, showcasing fan-favorite characters from movies and shows across the 90s, Y2K, and our current moment. 

Licensed toys and games continue to account for a large percentage of total toy sales. This year, toy companies will capitalize on new releases, with toy lines surrounding new movies such as Barbie, Teenage Mutant Ninja Turtles, Super Mario, and sequels and spin-offs of fan-favorites such as Indiana Jones, Guardians of the Galaxy.