Trends Spotted at New York Toy Fair 2026

License Global brings you the biggest trends seen this year at New York Toy Fair and what they mean for the licensing industry.

Published on Feb. 16, 2026

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More than 700 toy companies were represented on the show floor at New York Toy Fair, which returned to Javits Center in New York City from Feb. 14-17. The Toy Association's Toy Trends Briefing shared new data and insights into evolving consumer preferences and play patterns that will influence purchasing decisions throughout the year.

Why it matters

The trends highlighted at New York Toy Fair 2026 provide valuable insights into the changing consumer landscape and the growing importance of licensing in the toy industry. As the toy market continues to evolve, understanding these trends can help toy companies and licensors make more informed decisions and stay ahead of the curve.

The details

The presentation at the Toy Trends Briefing was sourced from statistics from a recent survey of 1,000 parents in the U.S., conducted by Wakefield Research and commissioned by The Toy Association. The top trends identified include 'Forever Young', 'Cozy Culture', 'Inspiring Inventors', 'Express Yourself', 'Throwback Toys', and 'Fan-Driven Play'. These trends highlight the growing influence of 'kidults', the demand for low-tech and sensory-focused toys, the rise of STEM toys, the personalization of toys, the continued appeal of nostalgia, and the importance of licensing and fan-driven content.

  • The New York Toy Fair took place from February 14-17, 2026.
  • The Toy Association's Toy Trends Briefing was held on February 14, 2026.

The players

The Toy Association

The trade association representing the toy, game, and youth entertainment product industries.

Kristin Morency Goldman

Senior director of strategic communications at The Toy Association.

Wakefield Research

A market research firm that conducted a survey of 1,000 parents in the U.S. on behalf of The Toy Association.

Basic Fun

A toy company that showcased licensed products at the New York Toy Fair, including a Dungeons & Dragons action figure line and a Care Bears plush line.

Relatable

A game company that celebrated the 10th anniversary of its What Do You Meme game series and released a new social media-inspired card game called 'Here for the Comments'.

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What they’re saying

“This is telling us that toys are important. Parents recognize the value of play... Toys are no longer something that you age out of.”

— Kristin Morency Goldman, Senior director, strategic communications, The Toy Association (licenseglobal.com)

“It's a renewed value in back-to-basics play.”

— Kristin Morency Goldman, Senior director, strategic communications, The Toy Association (licenseglobal.com)

“Educational toys are now a baseline.”

— Kristin Morency Goldman, Senior director, strategic communications, The Toy Association (licenseglobal.com)

“There's an appeal of surprise and the chase.”

— Kristin Morency Goldman, Senior director, strategic communications, The Toy Association (licenseglobal.com)

“These trends aren't driven solely by childhood memories.”

— Kristin Morency Goldman, Senior director, strategic communications, The Toy Association (licenseglobal.com)

What’s next

The Toy Association's Toy Trends Briefing provided a first look at the top product trends of 2026, which will continue to shape the toy industry throughout the year. Toy companies and licensors will likely use these insights to inform their product development and marketing strategies.

The takeaway

The trends highlighted at New York Toy Fair 2026 demonstrate the evolving consumer preferences and the growing importance of licensing in the toy industry. As the market continues to shift, understanding these trends can help toy companies and licensors stay ahead of the curve and create products that resonate with both kids and adults.