ToyTrends 2025

The Trends are back in town!

The ToyTrends area shone in new glamour in 2025. And at a new, very central location. At the heart of Spielwarenmesse - in Eingang Mitte. The completely redesigned special area presented current trends that move the toy industry and invited visitors to try out and discover its trend products. Exciting presentations in the Toy Business Forum rounded off ToyTrends 2025. Did you miss them? The videos are available on demand here

The TrendCommittee conducted an intensive search for the latest trends in the toy industry. The 11-strong team of experienced international trend scouts, market researchers and journalists discussed, researched and finally selected the following trends as the ToyTrends 2025 together with the Spielwarenmesse team:

Anime & Friends

What do Naruto, Beyblade, Yu-Gi-Oh and Dragonball have in common? Their Asian origins and their global fan base. These anime and manga characters have had a significant influence on pop culture and various media such as TV shows, films, video games, merchandise and, of course, toys.

The world of anime and manga characters is now an integral part of the everyday lives of our children, teenagers and even adults. Thanks to streaming services, they reach a global audience and inspire fans of all ages. Cute characters such as Hello Kitty, Pokémon or a mischievously smiling Kawaii-style Broccoli with their characteristic big eyes have also become hugely popular.

The ToyTrend ‘Anime & Friends’ brings the fascinating world of anime and manga into the playroom.

Healthy Heroes

Chips instead of apples and sofa instead of football - an alarming development, as a study by the World Health Organisation shows: 80% of children and young people do not get enough exercise and consume enough fruit and vegetables. They often spend their free time passively in front of their mobile phones. The long-term consequences are obvious. It is therefore important to motivate children to exercise more, reduce stress and eat healthily through play.

The ‘Healthy Heroes’ trend combines exercise, mindfulness and healthy eating to create a holistic experience that strengthens children both physically and mentally. The focus is on toys that promote relaxation, meditation and physical activity while ensuring a lot of fun and a good mood.

Exciting articles about the ToyTrends Anime & Friends as well as Healthy Heroes

Presentations at the Toy Business Forum in Hall 3A focusing on the Toy Trends 2025

The TrendCommittee team at a glance

What is a ToyTrend?

The ToyTrends of Spielwarenmesse provide retailers with orientation and an outlook on trends that they should definitely keep an eye on for their business success.

The following criteria must be met for a trend to become a ToyTrend:

  • Our trends are medium-term industry trends that will influence the toy industry in the coming years.
  • Forward-looking media are already discussing our trends. Because a trend that is not communicated does not exist.
  • We show the trend when it is not yet present everywhere on the market, but has already been taken up by the first manufacturers.
  • Our trends are relevant across countries and not just focussed on a specific country.
  • The trend must have the potential for mass appeal. A trend is only suitable if it is powerful enough to spread.