1. Sustainability: From trend to necessity

Sustainability is no longer an optional extra, but a decisive success factor. Recyclable materials, biodegradable packaging and sustainable production processes shape the trade fair. Particularly exciting: The concepts range from toys made from ocean plastic to rental models for high-quality wooden toys. Anyone who doesn't get involved risks a connection in the long term.

My opinion: Even though there are still fraudulent labels here and there, the path in the right direction is clearly mapped out.

2. Hybrid gaming experiences: digital meets analog

Parents are faced with a dilemma: On the one hand, they don't want their children sitting in front of screens too much; on the other hand, digital content is unavoidable. The solution? Toys that combine analog and digital elements.

• Augmented reality expands on classic board games.
• Interactive game characters that can be controlled via apps.
• “Technology without a screen” as an innovation: sensors, sound modules and mechanical components are replacing displays.

My opinion: I wonder when the first hall with pure mobile game providers will enter the “toys” segment.

3. Kida: Adults as growth drivers

‍A growing segment: Toys for adults, called “Ki”. This market now accounts for around 30 percent of European toy sales — around 4.5 billion euros. Brands such as Lego, which successfully market collector editions and nostalgic reboots, benefit in particular.

My opinion: This segment has always existed — now it has a name and is actively being used as a market expansion, whether through targeted communication or new product strategies.

‍4. STEAM toys: Learn by playing

‍Educational toys are more popular than ever. STEAM (Science, Technology, Engineering, Arts, Mathematics) is gaining in importance and combines technical knowledge with creative skills. Coding toys, chemistry experiments and robotics sets in particular are experiencing a boom.

My opinion: Even though it began strongly as a German phenomenon, STEAM is slowly finding its way into European and worldwide product ranges. It is increasingly perceived as a convincing argument for parents and givers — not yet a USP, but definitely a relevant purchase criterion.

‍5. Personalization: A powerful selling point

‍Whether cuddly toys with their own names, individually designed board games or modular construction kits — Personalization is a great incentive to buy. More and more parents and children are looking for unique, customizable products. Brands that recognize this trend and develop innovative concepts have a clear competitive advantage.

My opinion: This generation is used to having everything tailored for them — from Spotify to Amazon. Personalized content and offers are therefore no longer a freestyle, but a must-have in product and brand communication. It is not for nothing that we have”StoryWonder“developed.;)

‍6. Movement and mindfulness as a guiding principle

‍Health and wellbeing are very important to parents and children. Toys that promote movement, support mindfulness or teach healthy eating are booming.

• Movement toys that keep you active in a playful way.
• Meditation and mindfulness products for kids.
• Interactive cooking and nutrition toys.

My opinion: I've never seen so many types of vegetables and fruit made of wood or plastic! This clearly shows the desire of many parents to sensitize their children to a healthy lifestyle.

‍7. Artificial intelligence (AI) as a game changer

‍AI-powered toys and adaptive learning robots are no longer a vision of the future. But while the potential is huge, parental skepticism remains high. Data protection and ethical issues are key challenges. Brands must therefore use AI responsibly and develop solutions that guarantee transparency and security.

My opinion: No surprise, but we must remain vigilant here — otherwise other markets will irrevocably overtake us.

‍Conclusion: The toy industry is changing — and KB&B is helping to shape

‍The 2025 Toy Fair clearly showed that Sustainability, digitization, individualization and new target groups are not short-lived trends, but rather determine the future of the industry.

Companies that take these developments seriously, adapt strategically and rely on data-driven innovations have the best opportunities.With KB&B | FAMILY FACTS, FAMILY AUDIO, FAMILY CREATION and FAMILY CONSULTING We specifically support companies in developing relevant strategies and products — with well-founded market research, creative content formats and digital solutions for sustainable brand loyalty.

I'm excited to see which of these trends will prevail in the long term — and look forward to actively shaping them together with our partners.