From social commerce and phygital collectibles to kidults and mindful play, the future of toys and games is increasingly shaped by engagement rather than ownership. This report explores the keys trends that are redefining how consumers discover, buy and connect with brands and where the next opportunities for growth are emerging.
Delivery
This report comes in PPT.
Key Findings
Growth is largely limited to selected categories
Growth in toys and games is increasingly concentrated in categories that drive repeat engagement, collectability and recurring spending rather than broad-based industry expansion.
Engagement matters more than ownership
Successful brands are extending consumer relationships beyond the initial purchase through digital ecosystems, social communities and ongoing content.
Kidults are reshaping toys and games demand
Adult consumers are becoming a major growth driver, increasing demand for nostalgic IP, premium collectibles and products that provide emotional comfort and self-expression.
Local relevance is a competitive advantage
Consumers increasingly expect products that reflect their identities, cultures and values, creating opportunities for brands that balance global appeal with authentic local relevance.
Play is expanding beyond entertainment
Toys and games are increasingly serving broader consumer needs, from social connection and self-expression to relaxation, mindfulness and emotional wellbeing.
Our expert’s view of Toys and Games in 2026
Key findings
From escapism to the excitement of toy purchases
Top five trends in Toys and Games
Top five trends uncovered
Social media is becoming the new toy aisle
Companies will lose kidults if they do not design the toys for s-commerce
Crybaby : Scarcity and social commerce drives collectible value
Growth opportunities in social commerce and limited releases
Phygital collectibles bridge growing digital spending with physical play
Gaming is popular but affluent consumers are also the most avid gamers
Monopoly GO! - Digital play extends the value of legacy IP
Digital engagement extends the value of physical IPs
Giving childhood favourites a new lease of life to drive repeat purchases
Nostalgia offers comfort in uncertain times
Beyblade X - Reinventing a legacy IP for a new generation of fans
Premiumisation and nostalgia to drive revenue growth for companies
Local relevance becomes a growth imperative in emerging markets
Merging markets are turning local culture into competitive advantage
A Day of Little Muslims Quiet Books - Faith-based toys address a white space
Growth opportunities through localisation and cultural relevance
Digital fatigue fuels demand for mindful play
Toys offer an accessible way to manage stress
Mirumi - Simple interactions deliver emotional comfort
Growth opportunities in emotional wellbeing and relaxation
Future implications
Opportunities for growth
Toys and Games
This is the aggregation of traditional toys and games and video games.
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