ToyTrends 2027
Trends that inspire
At Entrance Mitte, the ToyTrends invite you to explore. Here you’ll see what will drive the toy industry in 2027 and what could be on your shelves tomorrow. The international TrendCommittee has selected two movements that bring fresh momentum: Beyond Limits and License to Play.
Beyond Limits
Playing heals, promotes and strengthens. What at first glance appears to be mere entertainment actually unfolds therapeutic power: Specially developed toys activate motor skills, train concentration and memory, sharpen the senses and provide emotional closeness – at every age and in every life situation.
For every life stage
Special challenges know no age. Whether children with ADHD learning to manage their impulses, adults recovering motor control after a stroke, or people with dementia and Parkinson's training their cognitive abilities: Inclusive toys create moments of participation and promote independence. As different as the stories may be – they are united by the joy of every small step of progress.
Innovation meets therapy
Beyond Limits makes the therapeutic potential of play visible and tangible. Here innovative product solutions meet therapeutic expertise: Toys that give hope, strengthen abilities and support people in developing their potential – regardless of diagnosis or age.
License to Play
Inspiration for new toy worlds today no longer comes solely from film and television – it is created directly on the internet. A GIF with a pink cat becomes a global licensed brand. A pygmy hippopotamus from a zoo video captivates millions, followed shortly by collectible figures. From the first viral moment to the finished toy, only a few months often pass.
Viral trends become products
What trends on TikTok and Instagram today is on shelves tomorrow: Memes, viral characters and internet phenomena become dolls, action figures, plush toys or trading cards in record time. This new dynamic constantly creates fresh assortments and surprising bestsellers.
Major licensed worlds remain strong
At the same time, established franchises are more present than ever. Pokémon accompanies children simultaneously as a trading card game, anime series and plush figure. Star Wars brings new products with every Disney+ series. Minecraft, Bluey or One Piece reach fans through streaming, gaming and social media at the same time – and constantly create purchase occasions without having to wait for individual film releases.
How the ToyTrends are created
Rob talks to Philippe Guinaudeau and Steven Ekstract from the TrendCommittee about the ToyTrends 2027.
The ToyTrends of Spielwarenmesse provide retailers with guidance 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:
- Mid-term industry trends that will influence the toy industry in the coming years
- Media relevance: Forward-looking media are already discussing our trends. After all, a trend that is not communicated does not exist
- Optimal timing: We showcase the trend when it is not yet everywhere, but has already been picked up by the first manufacturers
- International relevance: Our trends are relevant across countries and not just focused on a specific market
- Mass appeal: The trend must have the potential to spread and be strong enough for the mass market
Participants at ToyTrends 2026 say:
The Toy Specials are always very interesting and enables us to get more visibility (we had 2 products in the toy trends area and 1 product in the toy kidults area this year, and lots of customers told us that they saw our products and were well displayed in the area).
Aurore Lambert, Export Manager Buki France
As newcomers, we are especially pleased about the additional opportunity to gain visibility. Noinoi is part of the ToyTrends and we had the chance to present our story on the big stage at Exhibitors on Stage. Many thanks to the fair for giving a completely new exhibitor this platform!
Carsten Lenerz, Product Owner Noinoi / TechniSat Digital GmbH
We had a good attendance level at our booth and being part of the ToyTrend area enhanced our visibility on the Spielwarenmesse.
Karine Fassel, General Manager KJSFtoys tapitouf
As a sophomore exhibitor, we were honored to be selected for Toy Pitch, Toy Trends, and Kidults programs - which brought much visibility to our brand & products.
Jennifer Chu, VP of Strategic Partnerships Diamond Art Club
