Retailers, Social Media Shape 2026 Toy Trends

Toy retailers’ early 2026 forecasts point to strong demand for collectibles, sensory and screen-free play, magnetic building sets, and toys tied to major franchises. Pokémon is expected to be especially prominent as the brand marks its 30th anniversary, with interactive Pikachu products leading Smyths’ holiday list alongside characters from Toy Story, PAW Patrol, Marvel, Bluey and K-pop Demon Hunters. Classic brands including LEGO, Barbie, Hot Wheels and Play-Doh remain popular, while social media is helping drive interest in small collectible and squishy toys. The pop-toy market is also expanding through character-based intellectual property, although Here Group’s results show the business faces margin pressure, rising costs and substantial losses despite sharply higher revenue.