Toddlers (Ages ~1–3)
Educational & Tech-Based Toys: For toddlers, 2025’s emphasis is on playthings that blend fun with early learning. Most parents prioritize toys that build developmental skills – 58% favor skill-building play, and 60% specifically seek STEAM-focused toys for young kids . This has led to a rise in Montessori-inspired and interactive learning products for toddlers. Notably, Amazon’s latest exclusives include Fisher-Price Montessori sets and high-tech educational gadgets (e.g. toddler-friendly smart tables and musical learning aids) that grow with the child . Many of these toys incorporate simple tech (lights, sounds, or even basic AI) to engage young minds while teaching ABCs, numbers, and social-emotional concepts. Parents are also mindful of sustainability – nearly half of under-40 parents consider a toy’s environmental impact , so durable wooden puzzles, eco-friendly teethers, and quality heirloom toys are in vogue. Even classic outdoor toys get a trendy twist: ride-on vehicles, mini scooters, and other active toys for toddlers are often themed after beloved characters (for example, a Bluey ride-on car made Walmart’s top 2025 toy list), encouraging little ones to get moving while playing pretend.
Collectibles, Characters & Holiday Hits: Even at the toddler stage, collectible and character-based toys drive excitement – though here “collectible” might mean soft doll sets or surprise unboxing toys suitable for ages 2–3. Plush buddies with reveal-surprises and toddler-safe figurine sets remain popular, tapping into young kids’ love of discovery. Crucially, familiar characters dominate toddler wish lists. Beloved preschool franchises like Bluey, CoComelon, PAW Patrol, and Disney Junior staples appear across 2025’s hottest toddler toys. Many top holiday toys for this age combine interactivity with these familiar faces: e.g. a Gabby’s Dollhouse playset (from the hit kids’ show) is a big-ticket item this season, and toddler-friendly audio players like the Toniebox come loaded with content from Moana, PAW Patrol, and even YouTube star Ms. Rachel . Major retailers’ holiday previews highlight how “comfort characters” and cuddly interactive pals are trending for toddlers – from dancing Peppa Pig plushes to feed-and-follow animal toys – suggesting that the late 2025 market leans into what’s lovable and recognizable. Overall toddler trends focus on gentle learning and comfort: toys that are safe, sensory-rich, and tied to shows or songs toddlers adore are leading both playtime and gift sales.
Kids Ages 6–12
Educational, Active & Tech Toys: In the grade-school range, parents continue to seek out educational toys that make learning enjoyable. More than half of millennial parents say a toy’s social, emotional, or mental health benefits are a top factor in their choices , reflecting a “play with purpose” mindset. This translates into brisk demand for STEM kits, science experiment sets, and coding toys for ages 6–12. For example, AI-powered robots and programmable kits (like the Miko 3 smart robot) are being marketed as fun companions that sneak in learning . Classic building sets like LEGO are also positioned as both fun and brain-boosting; many new LEGO releases for 2025 tie into science themes or creative problem-solving. In tandem, tech-based toys are huge – everything from kids’ smartwatches to beginner-friendly drones and VR-lite gaming systems are appearing on wish lists. At the same time, there’s a noted push for active play: 56% of U.S. parents look for toys that promote outdoor or physical activity , so bikes, scooters, sports-themed toys and high-energy blasters remain staples. Retailers are meeting this demand with products like folding scooters, hover soccer sets, and even kid-sized ride-on vehicles for this age group. (Walmart’s 2025 top 50 toy list, for instance, includes an exclusive 20″ Huffy kids’ bike and Nerf blasters alongside indoor gadgets .) Finally, sustainability is a growing theme even for kids’ toys: manufacturers are introducing more toys made from recycled plastics or bio-materials, and emphasizing durability and multi-year play value as selling points – appealing to parents who want long-lasting quality over throwaway trinkets.
Collectibles, Licensing & General Trends: Collectible toys are an especially strong force for ages 6–12 in late 2025. Industry analysts note that the collectible toy market is surging, driven by kids’ and tweens’ appetite for character figures, limited editions, and nostalgia-infused items . This age group is actively trading Pokémon cards, snapping up surprise-blind-box minis, and chasing the latest rare LOL Surprise! doll or Funko Pop drop. Toymakers are responding with a constant stream of “the next big collectible” – a strategy buoyed by social media hype. (In fact, 69% of parents of elementary-aged kids say their buying decisions are influenced by their child asking for a toy seen on YouTube or via an influencer , illustrating how trends can explode online for this demographic.) Licensed toys remain omnipresent as well: about 37% of all toys sold in the U.S. now feature characters from movies, TV, or video games , and many of 2025’s top sellers for 6–12 year-olds tie into popular media. Blockbuster franchises like Minecraft, Jurassic World, and Marvel are driving toy sales (with new movie tie-ins in 2025 translating to action figures and playsets on shelves ), alongside evergreen brands like Barbie and Star Wars. As a result, holiday toy catalogs are filled with familiar names – e.g. Gabby’s Dollhouse (from Netflix) and Mario Kart racing sets feature among Walmart’s and Target’s “Top Toys” lists for this year. Another notable trend is the resurgence of family games and DIY kits that appeal to this age range: from updated classic board games (like Connect 4 Frenzy, a fast-paced twist on the original) to craft kits (jewelry-makers, slime labs) that tap into kids’ creativity. In general, kids 6–12 are enjoying a mix of high-tech and hands-on play. They oscillate between digital-inspired toys and old-school fun, with retailers noting success in “hybrid” products (for example, interactive board games, or app-connected toys) that bridge those worlds. The common thread across trends is catering to kids’ passions – whether it’s a favorite character, a TikTok-inspired collectible craze, or an educational toy that aligns with their interests – making 2025’s toy landscape for grade-schoolers richly diverse and experience-oriented.
Teens (Ages 13+)
Tech, Hobbies & Active Gear: The teenage segment sees traditional “toys” converging with tech gadgets and hobbyist gear. Video games and consoles are especially dominant for teens – underscored by the fact that even general toy lists this year include major gaming hardware like the new Nintendo Switch 2 (featured in holiday gift guides with a Mario Kart bundle) . Beyond console gaming, teens are drawn to immersive tech toys: think VR/AR gaming experiences, advanced RC vehicles, coding robots, and drone kits. These satisfy both entertainment and STEM learning impulses, offering teens a chance to tinker, code, and create. Educational toys per se take a backseat in the teen years, but many teens engage in hobbyist projects that are educational in nature – for example, building complex model kits, 3D puzzles, or participating in robotics competitions with programmable kits. Toymakers are catering to this with more “maker” products and high-level building sets (one example is LEGO’s line of nostalgic collector builds, which have become must-have gifts for “kids and collectors alike” in 2025). Meanwhile, outdoor and sports toys are far from obsolete for teens. In an era of increasing fitness and wellness awareness, items like skateboards, trick scooters, and even sophisticated Nerf or water blasters see strong interest for casual play and social meetups. Big sporting events also influence this trend – the toy industry anticipated a surge in sports-play leading up to the Paris 2024 Olympics, boosting teen-friendly sports toys and merchandise. That momentum carries into 2025 with continued popularity of basketball hoops, soccer sets, and training gadgets marketed to teens. Additionally, teens (and their parents) care about values like sustainability and quality. There’s an expectation for sustainable toys and gear – for instance, brands tout using recycled materials in longboard skate decks, or packaging hobby kits in eco-friendly ways. More importantly, durable design is a selling point: consumers prioritize toys that “stand the test of time” and can be reused or repurposed. In summary, teen-oriented toy trends in 2025 skew toward tech-infused play and lifestyle gadgets, while still embracing creative and active outlets to balance all that screen time.
Collectibles, Fandom & “Kidult” Culture: Collectible culture hits a peak in the teen demographic. This age group often treats toys as extensions of their identity and fandoms – a fact evidenced by the booming popularity of anime, comic, and pop culture merchandise in 2025. What used to be niche (like anime figurines or K-pop idol dolls) is now mainstream: a fervent global fandom is bringing anime to the forefront of toy sales, propelling the genre from niche to mass-market and flooding stores with anime-themed figures, models, and plushes. Retailers have taken note; Target’s holiday assortments, for example, highlight “fandom favorites” from the upcoming Wicked film to Stranger Things and even a fictional K-pop adventure, offering teens and adult collectors limited-edition merch to celebrate the characters and worlds they love. Similarly, collectible trading cards are enjoying a renaissance among teens. Special drops of Pokémon, sports, and TCG cards roll out every few weeks, and highly anticipated exclusive cards arriving in Nov/Dec 2025 are poised to be perfect gifts for teen collectors. The holiday toy market for teens thus overlaps heavily with pop culture – many top picks are branded collectibles, high-end LEGO sets tied to film franchises, or co-branded fashion dolls intended as keepsakes. Another driving force is nostalgia and the growing “kidult” trend, where adults and older teens buy toys for themselves. Notably, 73% of parents admit to purchasing toys for their own enjoyment (often to relive childhood memories or connect with their kids). This dynamic encourages toy companies to revive retro favorites and create cross-generational products. We see this in collaborations like the limited-edition Barbie x Joanna Gaines set – a crossover blending a classic toy with a famous designer brand – marketed as an “unforgettable holiday moment for kids and kids at heart” (i.e. appealing to both children and adult fans). Overall, teen toy trends in late 2025 are deeply entwined with entertainment and internet culture. Viral online trends can instantly spark a new collectible craze, and big movie or game releases translate directly into hot merchandise. Whether it’s a 90s throwback plush (like a glam reborn Furby) or the latest Marvel hero figure, companies are leveraging teens’ broad interests. The result is a toy landscape that feels as much about lifestyle and fandom as about play – one where a figure, game or gadget is “cool” because it connects to a community or nostalgia, not just because it’s fun on its own. This convergence of play, pop culture, and social media means the line between teen and adult toy trends continues to blur, fueling a thriving market for savvy, trend-driven toys and collectibles.
