These Are the 37 Most Anticipated Toys of 2025
After getting a sneak peek at Toy Fair, our editors think these toys will be the ones that kids want.
Expert consulted: Marisa LaScalaSenior Parenting & Relationships Editor
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The Good Housekeeping Institute knows its toys. We meet with brands and test toys throughout the year during the run-up to our annual Best Toy Awards. We also get the chance to see what’s new and noteworthy at events like Toy Fair, a yearly trade show in New York City that features the latest toys and games. When we went this year, we looked at thousands of new toys and picked up on a few toy trends for 2025.
First off, the craze with DIY fashion design and bracelet making shows no signs of letting up. We also continue to see new twists on marble runs that help families grasp fun STEM concepts, along with games that include an exciting physical skill component.
Arcade-themed toys like at-home claw machines and toy vending machines are up and coming, and baby and toddler toys are experimenting with mixing wood and electronic elements. Finally, nostalgia is not letting up, with '80s and '90s toys made new for kids and kid adults (also known as “kidults”).
Below are our Toy Fair favorites for 2025. Take note that since most are so new, we haven't had the chance to test them yet, but they're certainly ones to get excited about.
The newest construction toy is well, squishier, thanks to this BLDR Squishmallow collab. With their unique hard exterior and soft belly design, there’s no other building toy like it. A fun feature about BLDR: It's compatible with other popular building sets, so you can build with any existing bricks you may have at home. Ages 8+
Luki Lab took the technology of its Flat 2 Fast Card Racers (a winner in our Best Toy Awards) and applied it to doggies and cats. Each animal folds flat and then can be shot out of their heart-shaped home to race across the floor. The heart also opens up to be a room for the pet, for play or display. Ages 5+
This battery-free travel toys is part of a modular system — you get two square activities, but can buy more for $6 each. Swap in new tiles each day to make daily errands a little more exciting. Ages 12 months+
Play-Doh now makes sensory dough, too. These six each comes in a signature scent — and a special feel. There are two Super Stretch doughs (stretchy), two Butter doughs (soft), Play Foam (full of foam chunks) and Cloud (airy). The set is priced right for a birthday gift. Ages 4+
An under-$25 Playmobil set? Count us in. We love seeing toy vehicles operate like so many used to — kids pull this racer back a bit, then let it go to have it zip across the room. The zany pizza-delivery theme with the chef at the wheel has us laughing. There are other designs, too, like a wrestler. Ages 4+
RELATED: Best Car Toys for Every Age
LEGO Creator 3-in-1 Wild Animals: Pink Flamingo
LEGO Creator sets keep expanding. This one lets young builders put the pink bricks together to form either a flamingo, a cockatoo or an axolotl — all are adorable and have posable parts. Ages 8+
RELATED: The Best Axolotl Toys for Kids
Hasbro Spider-Man VenomVersus Liquid Shifter Action Figure
For starters, this Spidey cuts an impressive figure: It stands at 11 inches tall, which leaves lots of room for cool “Venomized” details throughout. But the real fun starts when you push down on Spider-Man’s arm: His torso fills with a dark liquid that turns him into the symbiote. Press his arm again, and Spidey is restored. Ages 8+
RELATED: The Best Spider-Man Toys for 'Spidey and His Amazing Friends' Fans
Mattel 'Moana 2' Voyager Two-Doll Set
Leave it to Maui to break the Ken mold. He's huge! But he's the correct size for a demigod in Barbie-size scale. This set includes Maui wielding his fish hook and Maui with her special necklace. Ages 3+
Future fashionistas will be ready to rule the runway with this kit, complete with design necessities like fun fabrics and trims, dress patterns, sewing needles and thread, a seam ripper and much, much more. Use the guide book and materials to make custom clothes on the mini bust forms and learn all about fashion design from first sketches to final garments. Ages 8+
The Comfy Friends plush is made from extra soft and fluffy material. It's 15 inches tall and fun to squeeze. Pokémon has Comfy Friends plushes of Eevee, Umbreon and Espeon, but there are other choices too, including Mimikyu, Piplup and Ditto. Those looking for a smaller Pokémon gift can try the Adventures Partners Keychains, which come in every Eevee evolution. Ages 0+
There's a trend of wooden toys with modern electronics, like this Hape piano. Each press of a key plays a sound but also activates lights or produces a pixilated animal on the piano top, depending what mode your child is playing in. And parents, there's volume control. Requires 4 AA batteries; Ages 12 months+
One of our favorite toys from last season (a Best Toy Award winner) is back with a super sleuthing take. Snap Circuits' Spy Kit allows kids to experiment using electricity and circuitry to build top-secret devices like voice changers, motion detectors, trip wires and more. Altogether, there are more than 25 spy missions for future special agents to try. Ages 7+
Mattel Polly Pocket x The Office Compact
The tiny toy from your childhood combined with your favorite TV show from adulthood! It's Polly Pocket and The Office with miniature versions of your favorite characters and scenes from the best episodes like Kevin and his chili, Pam's teapot and painting, Prison Mike, Dwight's beets and Jim's jiggly Jello stapler. It all folds up into Michael's "World's Best Boss" mug. There are also sets for fans of Stranger Things, Friends, Harry Potter and others. Ages 14+
Ravensburger GraviTrax Star Wars Action Set Death Star
We've long been fans of the GraviTrax system of marble runs. (The GraviTrax Junior Starter Set won a Best Toy Award last year.) Now, Star Wars fans can get in on the action, racing their marbles across the surface of the Death Star and past X-Wings, TIE Fighters and even the Millennium Falcon. The marbles themselves are even etched with symbols like Darth Vader’s helmet. Ages 8+
RELATED: The Best Gifts for 'Star Wars' Fans
A big trend in new toys is beauty-inspired packaging, so kids can explore the beauty space in a kid-friendly way. The Gui Gui slime for example, lets kids open up packets of mix-ins to swirl in another color, add beads and sparkles, and place a character on top (or hide it inside). There are four varieties: glossy, clear, buttery and cloud. Ages 6+
If you were ever a fan of Crazy Bones, then this new game is sure to bring back that nostalgia, as well as entertain new players. Use the included launcher to shoot out the Mag-Pods! Each has magnetic features that enhance gameplay even further. There are different sets, from games you play against friends to stunt parks you can set up and play with yourself. Ages: 6+
Some of the most iconic symbols from the sitcom Friends — Phoebe's guitar, the Thanksgiving turkey head, the comfy couch at Central Perk and Monica's picture frame — have taken on plush beanbag form. Whether you're looking for the perfect gift for your lobster or want to collect them all for yourself, these BumBumz will be there for you... when the rain starts to pour. Ages: 3+
Pull this chameleon by his funny red tongue and a song plays. Touch the button on his head and he lights up. But the biggest surprise is when your toddler pushes down on the big white button on his back, which sends the shapes tumbling out. Then it's up to your tot to sort them back in the correct spot. Ages 12 months+
Bluey is a Duplo! Help your preschooler build the Heeler home, then you can hide items and the Heeler family figures behind the windows of the house. Toddlers twist a spinner to see which paired items they need to find, then open and close the windows to play the "memory" game and try to make a match. Of course, they can just play with this as a regular playhouse, too! Ages: 3+
One of the trends we saw throughout Toy Fair was an explosion of fun, casual games that also require a little bit of physical skill, like Connect 4 Frenzy. Instead of dropping their discs into a static grid, players have to bounce them off the table and into a board that lies flat. But if another player bounces their disc on top, the spot is theirs — so it’s fast-paced competition until someone gets four in a row. Ages 8+
Amanda (she/her) researches and reports on products in the Good Housekeeping Institute's Textiles, Paper & Apparel Lab, ranging from clothing and accessories to home furnishings. She holds undergraduate degrees in apparel merchandising and product development and advertising and marketing communications, as well as a master of science degree in consumer sciences from The Ohio State University. Prior to joining Good Housekeeping in 2022, Amanda was a lecturer for the fashion and retail studies program at Ohio State, where she taught fashion and textiles courses.
Jessica (she/her) is a freelance writer with several decades of experience writing lifestyle content and evaluating home and parenting products. A mom of two teens and two cats, her previous work can be seen in American Baby and Parents.
Alec Scherma (he/him) is the Good Housekeeping Institute’s test engineer, where he helps to create and implement new product testing methodology across home, cooking and cleaning appliances, wellness, tech products and more. He graduated from Drexel University’s College of Engineering with a B.A. in mechanical engineering.
Marisa (she/her) has covered all things parenting, from the postpartum period through the empty nest, for Good Housekeeping since 2018; previously, she wrote about parents and families at Parents and Working Mother. She lives with her toy-collecting husband and daughter in Brooklyn, where she can be found helping out her team at bar trivia or posting about movies on Twitter and Bluesky.
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