Highland Cows Emerge as Next Big Toy Trend

Toy industry insiders predict the shaggy bovine will overtake Labubus and other popular plush animals.

Feb. 19, 2026 at 7:15pm

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After visiting one of the toy industry's largest trade shows, the author predicts that highland cows will be the next big trend in plush toys, overtaking recent crazes like capybaras and axolotls. Several toy company representatives agreed that the highland cow, with its distinctive caramel fur and tousled mane, is poised to be the next must-have stuffed animal for kids and adults alike.

Why it matters

Toy trends come and go quickly, driven by social media and viral phenomena like the meteoric rise of Labubus. As tariffs and supply chain issues continue to impact the toy industry, companies are looking to identify the next big thing that can capture consumer attention and drive sales.

The details

The author visited the Toy Fair, a major industry convention, and spoke with several toy company representatives who cited the highland cow as the next big trend. While not everyone agreed, with some predicting the rise of other animals like pigeons, frogs, and woolly mammoths, enough people pointed to the highland cow that the author feels confident in calling it the next hot plush toy. The brown, shaggy highland cow appeared prominently across the trade show floor.

  • The Toy Fair was held over Presidents Day weekend in New York City.

The players

Eric Morse

VP of new business initiatives at Spirit Halloween.

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What they’re saying

“Labubu is such a great example of something from nothing, but really built on the foundation of everything. Blind boxes have been massive. Plush has been massive. It was the amalgamation of a ton of the listening, and it then getting discovered.”

— Eric Morse, VP of new business initiatives

The takeaway

As toy trends continue to evolve rapidly, driven by social media and viral phenomena, companies in the industry must stay agile and closely monitor consumer preferences to identify the next big thing. The highland cow's distinctive look and growing popularity suggest it could be poised to overtake recent plush animal crazes and become the next must-have toy.