The toy industry is constantly evolving, with new trends emerging each year that reflect changes in technology, social values, and children’s interests. At Fun Factory, we’re always on the cutting edge of these developments, attending major toy fairs, consulting with child development experts, and most importantly, listening to what kids and parents want. Here’s our roundup of the most exciting toy trends shaping play in 2025.
1. Sustainability Takes Center Stage
The shift toward eco-friendly toys isn’t just a passing trend—it’s become a fundamental expectation for today’s environmentally conscious parents.
What We’re Seeing:
- Bio-based plastics derived from renewable resources like corn, sugarcane, and cassava
- Packaging reduction initiatives with minimal or plastic-free packaging
- Heirloom-quality toys designed to last generations rather than seasons
- Circular economy programs where toys can be returned and recycled into new products
Our Response:
Our new GreenPlay line uses 100% recycled or bio-based materials, and we’ve reduced packaging across our entire product range by 35% compared to 2023. Our Take-Back Program allows customers to return well-loved toys for recycling credit toward new purchases.
2. STEAM Learning Through Play
Science, Technology, Engineering, Arts, and Mathematics (STEAM) education continues to be a priority, with toys that make these subjects accessible and exciting.
What We’re Seeing:
- Coding toys for ever-younger children, with screen-free options gaining popularity
- Engineering kits that combine digital and physical components
- Augmented reality learning experiences that combine physical play with digital information.
- Scientific exploration sets that allow for real experiments and discovery
Our Response:
Our BuilderBot kits introduce programming concepts to children as young as four, while our Science Explorer series includes real lab equipment scaled for small hands. We’re particularly proud of our new MathMakers line, which turns abstract math concepts into hands-on play experiences.
3. Toys That Support Social-Emotional Learning
In an increasingly complex world, toys that help children develop emotional intelligence and social skills are more important than ever.
What We’re Seeing:
- Emotion recognition games that help children identify and express feelings
- Collaborative play sets that encourage teamwork rather than competition
- Mindfulness toys designed to reduce anxiety and promote calm
- Inclusive dolls and figures representing diverse abilities, ethnicities, and family structures
Our Response:
Our award-winning FeelingFriends collection helps children navigate complex emotions through storytelling and play. Each character represents different emotional states and comes with guided activities for parents and children to explore together.
4. Tech Integration That Enhances Rather Than Replaces
Technology in toys is evolving beyond screens to create truly innovative play experiences.
What We’re Seeing:
- Smart toys that adapt to a child’s developmental level
- Voice-interactive play without dependency on screens
- NFC-enabled figurines that unlock digital content or save game progress
- AI companions that grow and learn alongside children
Our Response:
Our StoryPals integrate voice recognition technology that responds to children’s storytelling without using screens, encouraging language development and creativity. The companion app for parents provides insights into their child’s developmental progress through play patterns.
5. Intergenerational Play
Toys that bring multiple generations together are gaining traction as families seek meaningful ways to connect.
What We’re Seeing:
- Modernized classics that appeal to nostalgic parents and grandparents
- Family game night products designed for players of varying ages and abilities
- Cross-generational activity kits that encourage knowledge sharing
- Heritage and cultural play that connects children with family traditions
Our Response:
Our TimeTravel Games collection features updated versions of classic games with adjustable difficulty levels, allowing grandparents, parents, and children to play together on equal footing. Our Cultural Heritage kits enable families to explore their backgrounds through crafts, stories, and recipes.
6. Open-Ended Play Makes a Comeback
In reaction to over-scheduled childhoods and prescriptive play, there’s a strong trend toward toys that put children in the driver’s seat of their play experience.
What We’re Seeing:
- Loose parts play components that can be used in countless ways
- Maker spaces and craft supplies that emphasize process over product
- World-building sets with minimal instructions and maximum creativity
- Nature-inspired play that encourages outdoor exploration
Our Response:
Our WonderWorlds collection provides open-ended play environments with compatible components that can be combined in infinite ways. We’ve deliberately reduced instruction sheets and instead provide inspiration cards showing just a few of the many possibilities.
7. Toys That Address Real-World Issues
Today’s children are more aware of global challenges than previous generations, and toys are evolving to help them engage with these issues constructively.
What We’re Seeing:
- Environmental action playsets that teach conservation concepts
- Community helper roles beyond traditional occupations
- Toys for global citizenship that teach about many cultures and global concerns
- Child-sized activism kits inspire children to make a difference.
Our Response:
Our EcoHeroes Action Sets let children role-play environmental conservation scenarios while learning practical sustainability skills. Each set supports a related real-world conservation initiative, with a portion of proceeds donated to partner organizations.
8. Sensory Play for All Ages
Once marketed primarily for children with sensory processing needs, sensory toys have gone mainstream as their benefits for all children become better understood.
What We’re Seeing:
- Fidget toys with increasingly sophisticated designs
- ASMR-inspired play materials that create satisfying sensory experiences
- Multi-sensory play kits engaging multiple senses simultaneously
- Calming tools designed for both play and emotional regulation
Our Response:
Our SenseSations line was developed in consultation with occupational therapists to provide optimal sensory input. The collection includes options for different sensory preferences, from deep pressure tools to visual stimulation toys, all designed to be aesthetically pleasing enough for display in any room.
Looking Ahead: What’s Next in the World of Play?
We predict that the next wave of toy innovation will focus on:
- Personalized play experiences calibrated to individual developmental needs
- Biophilic design that mimics patterns and systems found in nature
- Immersive storytelling that blends physical toys with rich narrative worlds
- Heritage crafting skills reinterpreted for modern children
At Fun Factory, we’re already developing concepts with the help of Ai.
