Miraculous Corp Expansion: Ahead of the 2026 Licensing Expo, Miraculous Corp announced new partnerships withJazwaresfor a 2027 toy line (including Squishmallows and action dolls) andKakawowfor global collectible trading cards.
FIFA World Cup 2026: Mattel has officially partnered withFIFAfor a new collection of toys tied to the upcoming World Cup, capitalizing on growing sports fandom.
Creative Craft Collaborations: Hasbro partnered withThe Wooblesto releaseMy Little Ponycrochet craft kits, following the trend of "Inspiring Inventors" and creator culture.
Top Toy Releases & Pre-Orders
LEGO Star Wars & Space: Several new sets launched or were announced for late April, including the
Mattelis revamping its 10-inchToy Storyline with more complete character sets, including a new play-scale
Woody
.
Key Trends Driving the Market
Kidults & Collectors: Adults now represent roughlyone-quarter of U.S. toy sales, driving demand for premium finishes and nostalgic "Throwback Toys" like the
Viral Sensory Toys:NeeDohremains a dominant viral force on TikTok and Instagram, leading the "Express Yourself" trend through tactile, stress-relief play.
Trending Brands & Breakout Products
NeeDoh (Schylling): Currently the #1 viral sensory toy on social media, with over 247,000 TikTok posts. The brand is expanding into "NeeDoh Hunting" collections, featuring new textures and colors for stress relief.
Primal Hatch (Spin Master): This brand won "Toy of the Year" at the 2026 Toy Fair. New for April are
—soft, plush versions of characters that double as bedtime companions—and an updated, more durable
Tonies Box
.
Clixo: A rising star in the "travel toy" space, Clixo’s flexible magnetic pieces are gaining traction for screen-free, open-ended play that supports STEM learning without rigid instructions.
and upcomingPokémon LEGOsets are currently the most anticipated collector items.
KPop Demon Hunters
: A breakout hit from the surprise global movie success;MattelandJazwaresare launching dedicated dolls, plushies, and evenNerfweapons based on the franchise.
The Super Mario Galaxy Movie Tie-ins:JAKKS PacificandLEGOare releasing extensive collections, including the
KitchenAid Kids: A new collaboration between the appliance giant andRed Toolboxlaunching "safeguarded" small appliances like real-working mixers and blenders for foodie children.
Botanical & Eco-Toys: Brands likeWild RepublicandNational Geographicare trending with "purpose-driven" play, such as
Build a Bee Habitat
kits and plush toys made entirely from recycled ocean plastics.
Retro Modernism:Mattelis revitalizingAmerican Girlwith theModern Erasline, blending 90s nostalgia with modern fashion twists.
Current pricing and availability for the most sought-after toy brands as of April 2026 are highlighted below. Please note that viral demand has led to price fluctuations and stock shortages for specific "it" toys.
Viral Sensory & "Kidult" Toys
NeeDoh (Schylling)
: While basic versions have an MSRP of$5.99, extreme viral demand on platforms like TikTok has led to significant markups.
: This flagship interactive figure has an MSRP of$65.99, but secondary market prices oneBayare currently reaching$94.99.
The Super Mario Galaxy Movie Hatchin' Yoshi
: This highly anticipated release is available throughWalmartwith an MSRP of$59.99.
Writer's Bio: A recognized authority in the toy industry, Bob Naimi has spent over two decades at the helm of ToyDirectory and TDmonthly Magazine. As Publisher, he has shaped the conversation around play, providing invaluable insights to manufacturers, retailers, and consumers alike. Bob's expertise stems not only from his extensive experience but also from his academic background in Entertainment Management from CSUN, giving him a unique perspective on the evolving landscape of play and entertainment. Read more articles by this author
