NEW YORK CITY — It’s only 311 days until Christmas. While that may seem like a long time, for those in the toy industry, it’s just around the corner. At the Javits Center in New York City, about 30,000 toy industry professionals are gathering to decide on the hot toys for 2026. Surprisingly, many new toy trends look awfully familiar.
This is paradise for the kid at heart. More than 700 toy exhibitors, from the mom and pop toymaker to Hasbro and Mattel.
“Mattel has reimagined the historic characters of the American Girl doll line which I grew up with back in the ’90s and they now have this new line called American Girl Modern Eras dolls,” said Jennifer Lynch from The Toy Association.
The American Girl Modern Eras collection features historical figures with modern fashion twists. This trend of revisiting classic toys is evident throughout the show.
Deanna Dewberry: “I see lots of fun toys in front of you and it seems that none of them is digital. So are we going back to the days of actually getting away from our screens?”
Lynch: “So a lot of what we’re seeing in terms of our own research is that parents are leaning into those comfort patterns and when tech is being infused, it’s being infused in a really low tech way.”
Lego, a classic introduced in 1949, remains popular with its new Lego Duplo three-in-one creative ramp and vehicle playset. This set allows children to create different ramp configurations for their cars.
This new iteration follows previous sets like the Play-Doh Grill Set from last year and the Cake and Pizza Sets from 2021.
The toy industry is embracing nostalgia, with toys that inspire imagination, creation, and exploration taking center stage. Digital toys are less prominent this year.
Consumer Alert: Toy trends for 2026: Nostalgic favorites making a comeback WHEC.com.
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