This year’s Toy Fair showcased an array of innovative toys and games that demonstrated the ongoing evolution of the industry, and how toys continue to transcend age and purpose. From the charm of kidult-focussed products to the universal phenomenon of Bluey and the rise of comfort toys, the industry continues to redefine its reach. This article explores the standout trends of Toy Fair 2025, and provides our researchers lens onto the shifting landscape of the toy industry.

Kidults: Play Knows No Age

This year’s fair further evidenced how the kidult market has become an increasingly significant force in the toy industry. Kidults are not just consumers; they’re enthusiasts and passionate collectors. Kidults now account for a significant share of the market, with brands dedicating up to 20% of their focus to this demographic (Circana & Generation Media, ‘Toying with Future’).

More and more franchises, from Harry Potter to Star Wars, are embracing their cross-generational appeal, and extending their mega-IP toy and games offerings to adult consumers. But it’s not just major franchises that are capitalising on this increasingly important market, as more niche hits like Sonny Angels tiny collectible figurines (propelled to fame via TikTok) are captivating older kids, teens, and kidults alike. We also recognised that the market for graphic and scare focussed toys, inspired by horror franchises like Creepypasta,continues to increase – with several brands broadening their product offering in this space. These products appeal to kidult collectors and hobbyists seeking to satisfy their scare craving.

In 2025, we are likely to see a continuation of this kidult trend, with more brands moving away from the traditional “children-first” product development approach and instead exploring ways to capitalise on the play and collectible needs of older audiences.

Bluey: A Global Phenomenon

We saw Bluey collaborations feature prominently across a wide range of toys and games at Toy Fair. Bluey represents a golden opportunity for toy developers to capitalise on a passionate and expanding fanbase. We saw successful Bluey partnerships across the fair, with its themes and characters cleverly interwoven into a range of play scenarios.

This growth of the Bluey IP is expected to accelerate with the upcoming release of Bluey’s first feature film in 2027, creating a golden opportunity for expanded collaborations in toys and games, particularly focusing on secondary characters. The show’s heartfelt storytelling, relatable family dynamics, and whole family appeal have helped, cement its status as a cultural phenomenon that toy developers simply cannot ignore.

ASMR Toys: Play Meets Self-Care and Comfort

It was clear at Toy Fair that autonomous sensory meridian response (ASMR) toys are an increasingly ever-present product range within the industry. We witnessed ASMR toys utilising an array of creative sensory designs and interactive elements to engage and relax their users. From DIY slime kits to satisfying sensory plushies, these toys are playing a positive role in providing well-being and comfort to people of all ages, offering a stress remedy and self-regulating alternative for kids away from screens and tablets

ASMR toys have also become a cultural phenomenon on platforms like YouTube and TikTok. ‘ASMR creators’ film themselves playing with these toys, amplifying their sounds and visuals for audiences. The growing popularity of these products reflects an increasing focus on mental wellbeing, and an increasing need for toys that support the emotional development of children and adults alike.

Closing Thoughts: Play for Everyone

Toy Fair 2025 reinforced that play is no longer bound by age or convention. Whether it’s the nostalgic allure of kidult fandoms, the widespread appeal of Bluey, or the simple satisfaction of ASMR-inspired toys, the toy industry is finding new ways to connect with people of all ages.

The shift towards products that hold universal cross-generational appeal signals a broader change in how we view play. As we look ahead to 2025, it’s clear that the toy industry must adapt to a market where the lines between kids, parents, and kidults are increasingly fluid. This evolution calls for a focus on emotional resonance, shared moments, and a more inclusive approach to marketing – ensuring that play remains a universal experience for everyone.

Reference List

Generation Media x Circana: Toying with the Future Event, Toy Fair 2025