Holiday toy trends come to life through the Toy of the Year Award 2026 finalists
From toys that support kids’ social-emotional health to collectibles that fuel the thrill of the chase, this holiday season’s hottest trends in toys and play are taking shape across the 2026 Toy of the Year (TOTY) finalists.
Craving connection and fun
“Parents and kids are craving connection and fun this holiday season,” said Adrienne Appell, executive vice president of marketing communications at The Toy Association. “This year’s toy and game TOTY finalists truly capture the happiness and sense of togetherness that families are looking for and are sure to bring joy and learning to children everywhere this holiday and beyond.”
Emotional wellness and mindful play
Across the TOTY finalist lineup, clear patterns are emerging around how kids want to play and how families want to spend. Toys supporting emotional wellness and mindful play are standing out, offering comforting rituals, cooperative gameplay, and activities that help kids decompress in a busy world. At the same time, creative play experiences are giving kids tools to build skills, express themselves, and take ownership of their play journeys.
Fandom culture
Whether it’s for trading, displaying, or expanding a collection, toy buyers are seeking items that spark community and self-expression in the collectibles landscape. This year’s slate of TOTY finalists also show how fandom culture is influencing toy aisles, with beloved franchises, viral characters, and evergreen IP fueling cross-generational enthusiasm.
Visit toyawards.org to explore the full list of finalists, cast a ballot to vote for the top toys of the year, and get holiday gifting inspiration.
The Toy Association will unveil the 2026 toy and play trends at the annual Toy Trends Briefing, taking place Saturday, February 14 at Toy Fair® in New York City (Feb. 14-17, 2026). Visit toyfairny.com to learn more and register.