What brands and manufacturers need to know

The Barcode Group‘s team is just back from this year’s Toy Fair in New York, and if you’re a toy brand or manufacturer selling (or looking to sell) into major U.S. retailers, here are the insights that matter most to you:

Price Architecture is Strategic, Not Reactive

We saw a clear focus on hero items at $20 and under. Brands are building ecosystems with:

• Lower-retail blind packs and minis to drive trial and frequency
• Starter sets that ladder into higher AUR add-ons
• High-perceived-value collectibles at accessible price points

Retailers are prioritizing products that balance traffic-driving velocity with margin protection.

“Kidulting” Has Gone Mainstream

Sensory was especially interesting this year, but not just for kids. We saw a noticeable shift toward mature, desk-friendly, lifestyle-integrated sensory:

• Fidgets built into desk organization
• Sensory elements applied to phones and writing utensils
• Decorative fidget pieces
• Emotional support/stress-relief items for teens and adults

We’re not just talking slime for younger kids anymore. These fidgets are design-forward, giftable and lifestyle-aware.

Mini + Blind = Traffic and Frequency

Mini formats are everywhere:

• Puzzles
• Craft kits
• Plush (often with charm elements)
• Blind box collectibles

Blind packs continue to replicate the thrill of trading cards. They offer low retail commitment with high repeat purchase behavior.

Food Themes Are Everywhere

From stickers to plush to bag charms to jewelry, food is still fire and extremely giftable.

Plush and Tactile Play Remain Strong

Soft, fuzzy, emotional comfort is driving purchases. Sensory add-ons are showing up in a bigger way across categories.

Retro and Nostalgia Continue to Convert

Old-school handheld-style video games (think: Pac-Man, Asteroids, Tetris) and skill-building phone-relief items are tapping into Millennial and Gen X purchasing power.

Retro isn’t just aesthetic, it offers the familiar, comfortable and products tied to the simpler stages in our lives.

Licensing Is Still King, But With Layers

Evergreen licenses remain non-negotiable for retailers:

• Pokémon
• Hello Kitty
• Care Bears
• Squishmallows

But emerging collectibles like Smiski and Sonny Angel are gaining retail momentum:

We’re also seeing stronger licensing collaborations similar to cross-industry partnerships like Skims + Nike or Coach + Disney.

Emotional and Skill-Building Positioning Matters

Beading, B’dazzling, diamond-art-style crafts and fidget/educational hybrids are being positioned around:

• Emotional regulation
• Mindfulness
• Skill development
• Creative expression

Brands are leaning into meaning, not just play value.

Personally, we loved seeing the retro skill-building phone relief items and the evolution of sensory into something more lifestyle-integrated.

What were your favorite products this year?

If you are a toy brand or manufacturer looking to get your products into major U.S. retailers, online and on shelves, let’s connect.

The Barcode Group works with America’s biggest retailers to position brands for placement, growth and long-term scale. Because the right price architecture, licensing mix and assortment strategy matters more than ever. DM or reach out to info@thebarcodegroup.com