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ToyTrends 2025

The Trends are back in town!

ToyTrends are back at Spielwarenmesse. After Spielwarenmesse 2024 was fully dedicated to the highlight topic “Life's a Playground - Toy for Kidults”, the ToyTrends area will shine in new light in 2025. And at a new, very central location. At the heart of the Spielwarenmesse - in “Eingang Mitte”.

The completely redesigned special area presents current trends that are moving the toy industry and invites visitors to try out and discover its trend products. Exciting presentations at the Toy Business Forum round off the ToyTrends 2025.

The TrendCommittee was intensively searching for the latest trends within the toy industry. The 11-member team of experienced international trend scouts, market researchers and journalists discussed, researched and finalised all trend proposals together with the Spielwarenmesse team over the last few weeks and selected these trends as the ToyTrends 2025:

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

Daniele Caroli
Philippe Guinaudeau
Reyne Rice
Steven Ekstract
John Baulch
Urszula Kaszubowska
Clara Blasco
Gabriela Kaiser
Jane Wong
Axel Dammler
Sujin Lee

Are you an exhibitor and interested in an attractive secondary placement in the ToyTrends area?

Click here for registration!

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.