New York Toy Fair 2025: The Biggest Trends in Toys & Games

From nostalgic board games to plushies and educational toys, here’s everything you need to know about the key trends from the New York Toy Fair 2025.

Alliance Game Distributor

According to WGSN, the New York Toy Fair 2025 was a celebration of creativity, nostalgia, and innovation! With over 800 toy companies from 100 countries in attendance, the event was packed with exciting new launches for kids and kidults alike. Whether you're a collector, a parent, or a retailer, here’s what you need to know about the standout trends shaping the toy industry this year.

Why This Year’s Toy Fair Was Extra Special

After being postponed in 2024, the return of the Toy Fair was met with enthusiasm. This year’s showcase proved that the toy industry is not only resilient but thriving. From retro-inspired games to high-tech plushies, brands are finding ways to blend nostalgia with fresh, engaging concepts. Licensing partnerships also took center stage, offering new and affordable ways to add excitement to toys and games.

2025’s Top Toy Trends

1. Nostalgic Board Games & Family Fun

The Uno Spin (US) updates the classic card game with a spinning wheel that can quickly alter the course of the game - Mattel

Board games are back in a big way! With Instagram posts about board games reaching 7.8 million, it’s clear that families and friends love gathering around the table for some old-school fun. Expect reimagined classics with modern twists, vibrant color schemes, and pop culture themes that resonate across generations.

2. The Plushie Boom Continues

Capitalise on the power of nostalgia with plush versions of iconic childhood games - Iscream

Soft, huggable plush toys are hotter than ever, and it’s not just kids who love them—adults do too! This year, plushies feature hyper-haptic textiles, squishable stuffing, and soothing sounds for a multi-sensory experience. Expect to see unusual animal designs and collaborations with beloved book and game characters.

3. Educational Toys That Make Learning Fun

Educational Insights - Showcase easy-to-read books and emotive plushies that explore a wide range of emotions to help children cope with overwhelming feelings

Parents are looking for toys that do more than entertain—they want them to educate. STEM kits, coding games, and activity sets designed to spark curiosity are taking off. The APAC region is a major market for these learning-driven products, highlighting the growing demand for interactive education through play.

4. Licensing Takes Over the Toy Aisle

Horizon Group USA

Licensed toy sales grew by 8% in 2024, proving the power of cross-industry collaborations. From celebrating anniversaries of classic films to creating collectibles based on streaming hits, licensing partnerships offer fresh opportunities for brands to connect with fans.

5. Kidults Are Driving the Market

Safari Ltd. - STEM kits that encourage creative innovation and promote using household items stood out at the show

Almost half of U.S. adults purchased a toy for themselves in the past year, fueling the rise of the #Kidult trend. Whether it’s collectible action figures, detailed model kits, or nostalgia-driven board games, adult toy buyers are a lucrative demographic willing to invest in high-quality, premium products.

6. Budget-Friendly Toys & Collectibles

Wrestling characters grew in importance at this year's show, seen with Mattel’s (US) Wrestlemania Elite collection

With affordability in mind, budget-conscious consumers are looking for toys under £15. From small collectibles to fun DIY kits, brands are catering to shoppers who want fun and engaging products without breaking the bank.

7. Fake Food & Playful Designs

Explore plush designs to bring a sense of humour to traditional Holiday food icons as seen at Kid Robot (US) with its challah bread and matzah designs

Toys inspired by food are having a moment! Think plush sushi rolls, play kitchen sets, and pretend bakeries. These fun and quirky designs are not only entertaining but also make for great social media content.

8. Spooky & Horror-Themed Toys

Funko

Horror is making its mark in the toy industry, with creepy dolls, eerie board games, and collectible figures based on hit horror movies and shows. Perfect for thrill-seekers and Halloween lovers, these toys tap into the growing fascination with all things spooky.

The Future of the Toy Industry

According to industry experts, the global toy market is expected to reach $366.6 billion in 2025, with China leading the charge in revenue generation. With box office hits and streaming series driving demand, licensed toys and collectibles will continue to be a major focus for brands.

Final Thoughts

The New York Toy Fair 2025 proved that play is more important than ever, no matter your age. Whether you’re a fan of classic board games, a plushie collector, or someone looking for the next big thing in educational toys, this year’s fair had something for everyone.

What toy trend are you most excited about? Let’s chat in the comments!