The 2025 London Toy Fair highlighted the evolving landscape of the toy industry, revealing key trends that are reshaping how children and families engage with play. This year’s event underscored general toy trends such as a growing emphasis on innovation, sustainability, collectability, and immersive experiences, driven by shifts in consumer preferences, technological advancements, and broader cultural influences.
1. Sustainability as a Core Value
Environmental responsibility is no longer a niche concern but a mainstream expectation. Brands are actively integrating sustainable materials and processes, responding to increasing demand from both independent retailers and major stores like John Lewis. Playmobil’s recycled plastic toys and Hippychick’s plastic-free approach reflect an industry-wide commitment to eco-conscious manufacturing. Use exclusive code LONDON15 for 15% off everything at Hippychick. The success of these initiatives suggests that sustainability will continue to be a key driver in product development and purchasing decisions.
2. The Rise of Collectability and Personalisation
Toys with a collectable aspect are gaining traction, offering both engagement and a sense of ownership. Playmobil’s Joylings Unicorn World and Ravensburger’s customised puzzles tap into this demand, while space-themed products and Banksy-style graffiti toys highlight the appeal of personal expression. The ability to tailor products, from family photo jigsaws to postcode-based puzzles, suggests that customisation will remain a dominant consumer preference.
3. Strategy and Skill-Based Play Driving Engagement
Parents and educators are increasingly looking for toys that offer more than entertainment. Ravensburger’s strategy games, brain teasers, and skill-building puzzles exemplify this shift, fostering critical thinking, logic, and problem-solving skills in an engaging way. This trend extends beyond traditional board games to construction toys like Brio’s space-saving tracks and NASA-inspired builds, which blend creativity with STEM learning.
4. Immersive and Thematic Play Experiences
Toys are evolving to offer more immersive and narrative-driven experiences. Playmobil’s themed sets, from Dinosaur ranges made of recycled materials to space exploration kits, cater to children’s fascination with adventure and storytelling. Asmodee’s travel-friendly and visually dynamic games tap into the digital age, where social media exposure and portability enhance a product’s appeal.
5. The Intersection of Play and Social Media
Toys are increasingly designed to be social-media-friendly, leveraging platforms like TikTok to drive engagement. Asmodee’s Hues and Cues exemplifies this trend, as its bold, visual appeal makes it highly shareable online. This reflects a broader shift where products are not just played with but also showcased, reviewed, and celebrated in digital communities.
6. The Enduring Appeal of Space Exploration
From NASA-themed sets to planetary puzzles, space remains a dominant theme in toys, fuelled by real-world events like planetary alignments and ongoing discussions around space travel. This trend is not just about sci-fi fantasy but also about STEM education and scientific curiosity, making space toys both aspirational and educational.
Hippychick: Sustainability in Every Detail
Hippychick has responded to growing demand from trade customers for plastic-free and sustainable toys, with innovations tailored for specific audiences:
- Neutral Pastels for Camper Van Enthusiasts: Aligning with the van-life aesthetic, these tones appeal to eco-conscious parents.
- Plastic-Free Products: Independent shops and retailers like John Lewis are increasingly requesting items with biodegradable materials, down to the labels.
- Exclusive discounts for London Mums: Make the most of the latest Winter sales for toys and games and use exclusive code LONDON20 for 20% off everything at Hippychick.
Ravensburger: Connecting Logic, Emotion, and Collectability
Ravensburger’s offerings are a masterclass in combining mentally stimulating games with emotionally engaging play. Their recent white paper explores how toys can support emotional, social, and cognitive development. Here are their key highlights:
- Rush Hour: This bestselling brain-teaser game continues to top the charts for logic and problem-solving fun.
- Crash Cats Challenge: Designed for ages 8+, this game strengthens coordination, logic, and reasoning skills in an engaging format.
- Brio’s Space-Saving Tracks: Brio’s train tracks now offer upward-building options to save space while keeping construction creative and dynamic.
- NASA Licensed Brio Builder Apollo Saturn V: A standout for space enthusiasts, this product captures imaginations with STEM-focused construction.
- Puzzling as a Sport: Fast-growing worldwide, puzzling competitions have inspired products catering to enthusiasts. With the World Puzzling Championship in Spain and the UK Championship in April 2025, Ravensburger is introducing puzzles aimed at this community, including personalised options.
- Strategy Games Like Villainous: Ravensburger’s in-depth strategy games encourage families to develop critical thinking skills while enjoying shared experiences.
Playmobil: Eco-Friendly and Imaginative Play
Playmobil continues to lead in sustainability while delivering captivating play themes.
- Dino Range: Made from 80% recycled refrigerators, this collection has become a staple for eco-conscious consumers.
- Junior Range: Utilising bio-based materials from leftover oils, this range is 90% bio-based, offering an eco-friendly choice for younger children.
- Pet Care and Animal Themes: A consistent hit, these pocket-money-friendly themes include sets like Animal Bath Time and Animal Birthday to spark imagination.
- Unicorn World: Featuring collectable joylings, this whimsical line blends imaginative storytelling with collectability.
- Space-Themed Sets: Capitalising on the growing interest in space exploration, Playmobil has introduced gift sets priced at £9.99 to make space adventures accessible for all.
Asmodee: Travel-Friendly and Viral Sensations
Asmodee is embracing the travel and social media trends with portable games and visually striking options.
- Travel Games: Compact versions of big-name games like Dobble are designed for family trips and on-the-go fun.
- Games That Go Viral: Products like Hues and Cues feature vibrant designs that resonate on platforms like TikTok, making them social media favourites.
- Lego Games: Titles such as Monkey Palace and Brick Like This! encourage creativity through brick-building challenges.
Space and Personalisation Lead the Way
Other brands showcased trends tapping into personalisation and cultural moments:
- Personalised Jigsaw Puzzles by AllJigsawPuzzles: From postcodes to family photos, customisation is a key draw.
- Space-Themed Products: With planetary alignments sparking curiosity, space remains a dominant theme. This includes NASA-inspired designs and nods to space talks by figures like Musk and Trump.
- Banksy-Style Graffiti: Products featuring bold, urban designs cater to art-loving families.
- Janod’s Magnetic Stories: Compact travel versions of popular magnetic books make storytelling portable and fun.
- Wooden Pretend Play: With coffee culture rising, Janod’s wooden coffee machines have replaced tea sets as must-have pretend play items.
The trends showcased at Toy Fair 2025 demonstrate how the industry is adapting to changing consumer values, technological advancements, and cultural moments. Sustainability, customisation, strategy-based play, and immersive storytelling are shaping the future of toys, ensuring that play remains not only entertaining but also meaningful, educational, and socially conscious.
