With the festive season fast approaching, Toys R Us reveals the top toy trends and most anticipated toys for 2024. This year, parents and gift-givers can expect an explosion of creativity, innovation and nostalgia, making this holiday season one of the most exciting yet.
From interactive playsets to tech toys, and a growing demand for kidult collectibles, the toy market is set to grow significantly during the festive period.
“We’re excited to kick off the most magical time of the year with the most sought-after toys of the season,” says Jennalee Callister, merchandise manager at Toys R Us. “Interactive and immersive play, nostalgia and the collectibles craze have all impacted this year’s toy trends. You can expect to see surprise collectible toys and remote-controlled-everything to top the list of trends.”
She adds that value is one of the key drivers for this year’s top toys. “This year’s top picks highlight a diverse range of gift ideas for every age and interest, highlighting 20 of our standout products that will make gift shopping easy this festive season. Included in this year’s toy trends is an emphasis on signature fashion dolls, action figures, diecast cars and new popular brands in anime. More than one-in-three adults purchase toys for themselves, and it is with this in mind that our Fan Vault caters to these needs.”
Top toy trends for 2024
Interactive and immersive play
This year has seen a surge in interactive and tech-driven toys as children seek more engaging experiences that combine the digital and physical worlds. Smart toy features like augmented reality through nostalgic brands and new trending smart technology are at the forefront of this trend, providing immersive and educational play experiences.
“Interactive toys have been a game-changer this year, the first time in several years that tech toys are back in a strong way,” says Callister. “Parents are increasingly looking for toys that stimulate critical thinking, creativity and social skills, while also offering entertainment. The rise in demand for these toys reflects how technology is transforming playtime in order to keep kids playing for longer.”
Eco-friendly and sustainable toys
Sustainability has made its way into the toy aisle, with eco-conscious toys gaining prominence. More parents are opting for toys made from sustainable materials such as recycled plastic and ethically sourced wood. The shift toward environmentally friendly options reflects consumers’ broader preference for responsible purchases.
“We are seeing a growing interest in eco-friendly toys, particularly among millennial parents who are mindful of the impact their purchases have on the environment. This trend is not only popular but necessary, and it’s encouraging to see toy manufacturers responding by incorporating sustainable practices,” Callister adds.
Nostalgic play
Tapping into the sentimental value of beloved characters and iconic brands from the past, retro-themed toys have made a strong comeback in 2024. From remakes of classic action figures to updated versions of iconic board games, these toys appeal to both kidults and parents who want to introduce their children to familiar favourites and collectors alike.
“There’s a certain magic in bringing toys from the past back to life, and it’s been wonderful to see parents share their own childhood favourites with their children. Nostalgia-driven play has been a big part of toy purchases this year, and we expect it to continue through the festive season.”
Collectibles craze
Collectible toys remain one of the fastest growing categories in 2024. Whether it’s mystery packs, trading cards or miniature figurines, the thrill of discovery has captivated children around the world. These toys encourage social interaction and foster creativity, with many brands releasing limited-edition versions for the holiday season.
“The collectibles category is always a hit, and 2024 is no different. Blind bags and mystery boxes continue to capture customers attention with the need to unbox, collect and hunt for the extra rare items available on the market,” Callister explains. “Kids love the excitement of discovering a new addition to their collection, and we’ve seen that collectibles are the gift that keeps on giving, as they continue to drive repeat purchases.”
Must-have toys for the 2024 festive season
Here are the top 20 picks for under the tree this year, including some exclusive items:
- LEGO Creator Retro Roller Skate
- LEGO Technic Mercedes AMG F1 W14 E Performance Pull Back
- Bitzee Interactive Digital Disney Pet
- Furby Assorted
- Squishmallows Plush Assorted
- Rainbocorns Eggzania Fairy Mania Series 1
- Pets Alive Magic Bunny Surprise Series 1
- Hatchimals Alive Secret Hatch Puppadee
- Gabby’s Purrfect Dollhouse celebration
- Barbie Colour Reveal Ballet Series Doll
- Mudslinger Extreme RC Rock Crawler
- RC Leading Big Wheel Monster RC Stunt Car
- Mavrik X Folding Drone with HD Dual Lens Camera 720p
- Paw Patrol Ultimate Fire Truck
- Bey Blade BBX Xtreme Battle Set
- Reggies Monster Truck Ride ON 12V
- Bluey Beach Cabin
- X Shot Pro Series Anime Sinister Blaster
- Pokémon Scarlet and Violet Shrouded Fable Elite Trainer
- L.O.L Surprise Tweens Inflatable Dolls
Toys R Us has made gifting easy with the launch of Geoffrey’s Big Book of Toys, which features 68 pages packed with products to unwrap. The catalogue is designed to help parents and gift-givers navigate the festive season effortlessly by showcasing all the favourites in one place (until 31 December 2024).