The American Specialty Toy Retailing Association, a coalition of independent retailers, manufacturers, Certified Play Experts, and toy industry professionals, convened last week at the ASTRA Marketplace & Academy in St. Louis, MO. The event featured over 300 companies showcasing hundreds of thousands of new products, highlighting the latest trends for the upcoming holiday season. Sue Warfield, President of ASTRA, emphasized the event's significance in bringing together all facets of the industry to identify innovations that will drive holiday wishlists.
One of the standout trends this year is the rise of creative bathtime toys. Products like bathtime crayons and craft materials are transforming a routine chore into a coveted playtime activity. These toys combine water play, art, and hygiene, making bathtime a fun and creative experience for children.
Social-emotional learning and inclusivity continue to evolve with toys designed to help children recognize emotions, role-play scenarios, and engage with their feelings. These toys are inclusive of various ethnicities and learning levels, providing multiple approaches to SEL through blocks, dolls, and games. The range of educational and sensory toys available is expanding, offering more options for kids and parents to explore emotional intelligence.
For younger children, multifunctional teethers are becoming increasingly popular. These products combine teething relief with other play patterns, such as blocks with silicone parts or animal figures designed for both playtime and teething. This trend addresses the needs of both infants and their caregivers by providing versatile and engaging toys.
Virtual reality is making significant strides beyond gaming, finding new applications in education. VR toys are now being used to transport children to historic settings and time periods, offering immersive educational experiences that go beyond traditional learning methods. This trend indicates a growing interest in using technology to enhance children's educational journeys.
Foil art is emerging as a new favorite in arts and crafts. Shiny, reflective stickers in various themes are becoming popular, with more foil art products expected to hit the market soon. This trend adds a new dimension to creative play, allowing children to experiment with different textures and finishes.
Squishy toys continue to captivate children of all ages. The trend has expanded from squishy animals to include food items and Kawaii characters, ranging in size from thumb-sized to giant plushies. These toys' tactile appeal and versatility make them a hit among kids looking for comforting and fun playthings.
Impulse toys, such as fidget toys, slime, and blind/surprise bags, are maintaining their popularity. Miniaturized versions of various items, from food to books to popping toys, are flying off the shelves. Slimes in different textures, colors, and scents add to the excitement, making these toys irresistible to children and adults alike.
Flying toys are taking the toy industry by storm, with an influx of light-up drones, helicopters, and planes. These toys add a new dimension to traditional remote-controlled cars and trucks, offering exciting aerial play experiences that captivate children's imaginations.
Mini activity boards are trending as perfect travel companions. Compact and portable, these boards include pop-it boards, silicone puzzles, and IQ games, making them ideal for on-the-go entertainment. The smaller size allows children to bring their favorite activities wherever they go.
The Kawaii trend, rooted in Japanese pop culture, continues to expand across multiple toy categories. From plush toys to art activities, the emphasis on cuteness remains strong. Hello Kitty and Sanrio, celebrating their 50th anniversary, are especially popular, with new properties emerging to support this enduring trend.
