by Stefanie Jäger & Felix Baumeister, Spielwarenmesse eG

Rooted in Japan, anime and manga are taking the world by storm and now have fans of every age all over the world. But what makes these forms of media so special? One crucial part of the answer is their ability to thrill both the young and old with unique stories and vibrant worlds. Thanks to the wide variety of themes and genres, anime and manga have something to suit every taste.

The Anime & Friends ToyTrend shows how this vibrant and colourful world is providing inspiration for the toy industry. The breadth of offerings is enormous – from collectibles and cute plush versions of anime figures, construction toys, board and card games, puzzles, brainteasers and school supplies through to stationery, all with anima or manga licences.

This trend lets fans in all age groups immerse themselves in fascinating stories and characters from the world of anime and manga. This is not about being a mere observer, but becoming part of the anime experience and sharing it with friends. Discover for yourself the magic of anime and manga.

Manga – the fascinating Japanese comics – has millions of fans around the world. With its unique art styles and compelling stories, it has the power to transport us to wonderful worlds full of emotion and adventure. However, manga is not simply something to look at – we can also learn this illustration approach and use it to bring our own stories and characters to life!

This really is child’s play with the Xoomy Midi Manga from Ravensburger. The set provides exactly what kids need to ease themselves into the world of manga drawing. There’s no limit to their creativity here! Whether they want to design their own heroes or put an entire story on paper – Xoomy helps them to turn their imagination into art.

All fans of popular anime series One Piece can bring their swashbuckling dreams to life with Monopoly „One Piece“ from Winning Moves. Instead of moving the usual game figures around the board, you take on the role of your favourite characters in the series. Experience your very own One Piece adventure with Ruffy, Zoro or Nami. The playing cards and money have also been lovingly designed to match, so that every detail fits perfectly into the pirate theme.

Wer hingegen in die Welt von Naruto eintauchen möchte, wird bei Playmobil fündig! Mit den Naruto Shippuden-Sets kann man sich die Magie des Anime direkt nach Hause holen und seine Leidenschaft für die Welt der Ninjas ausleben. Für echte Fans bieten diese Sets eine großartige Möglichkeit, ihre Sammlung mit neuen, detailgetreuen Szenarien zu erweitern. Besonders beliebt ist der Ichiraku Ramen-Shop – das Lieblingsrestaurant von Naruto und seinen Freunden. Mit dem fantastischen Zubehör wird jeder Spielmoment zu einem Abenteuer, das den Charme der Serie perfekt einfängt. Hier treffen Spielspaß und Anime-Leidenschaft aufeinander.

 Kawaii is simply an essential part of Japanese culture at this stage – and the trend is also beginning to put down roots in the West. But what exactly does "Kawaii" mean? The Japanese word meaning "sweet" or "cute" describes a whole aesthetic that can be applied to many areas of life. Whether on coffee mugs and luggage or toasters and cuddly toys – the adorable Kawaii designs have an irresistible and positive effect on all who see them. In particular, soft toys in this style convey a captivating cuteness. One perfect example of this is the sweet Yummis Bubble Tea from Joy Toy, which spreads good cheer everywhere with its happy expression. This small, lovingly designed bubble tea is not simply a decoration – it also brings a smile to the face and a touch of Kawaii magic to everyday life. Who could resist that?

About the author

Stefanie Jäger is Senior Marketing & Content Manager at Spielwarenmesse eG. She seeks out the hottest trends for the toy industry together with the international TrendCommittee and then works with the project managers to present them in special areas. The trends for 2025 include Healthy Heroes and Anime & Friends. For the Toy Business Forum, she has been at the forefront of trends with the movers and shakers in the toy industry, retailing and marketing for the past 15 years and more.

The Spielwarenmesse has everything you need to stay up to date with the trends for 2025. Get your admission ticket now!

Go to the ticket shop