Toy Association unveils its top toy trends of 2023

Back to Basics, Be Authentic, Tween Takeover, Macro to Micro and Pop Culture Lifestyle have been named as the biggest trends by The Toy Association.

This year’s biggest trends in toys, play and kids’ entertainment strike a balance between turning back to classic play and leaning into new platforms, technologies, and consumer spending habits to drive innovation across the toy space.

They were revealed by The Toy Association during The Play Date, its exclusive Q1 media event held in partnership with Adventure Media & Events in New York City.

“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,” commented 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. Yes, they are being budget-savvy, but they are also being smart about what they invest in.

“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.”

As well as highlighting the trends, The Toy Association is also anticipating that movie and TV streaming releases will continue to have an impact on the toy market.

With licensed toys and games accounting for 31% of total toy sales (according to The NPD Group), this year will see studios capitalising on evergreen toy and kids’ entertainment brands with new takes for the big screen. This will include the likes of Barbie, Teenage Mutant Ninja Turtles and Super Mario Bros. among others.

There will also be a range of spin-offs of fan favourites including Indiana Jones, Guardians of the Galaxy and Spider-Man.

In the toy aisles, this will translate to new opportunities for innovation on shelves in 2023, while streaming services, digital worlds and gaming will also continue to inspire toy companies.

The full trend report is now available at and on The Toy Association’s YouTube channel. Toy Fair 2023 will be taking place 30 September to 3 October in New York City.

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