Toycos are expected to leverage sports, horror and anime more heavily in the consumer products industry this year, according to The Toy Association’s annual Toy and Play Trends report. This study surveyed hundreds of toy manufacturers to identify the top trends that are poised to drive consumer spending at retailers in 2024.

Building on last year’s trend of parents purchasing self-care and social-emotional learning toys for their kids, The Toy Association anticipates that toycos will continue developing new ranges of holistic products that foster emotional intelligence and screen-free active play. This trend should be bolstered by the 2024 Summer Olympics in Paris, which is expected to turn sports toys into a super-category that generates the industry’s highest sales of the year. 

According to the report, more toycos are also developing lines that incorporate magic, mystery and supernatural elements, thanks to Netflix hits like Wednesday (pictured) and Stranger Things creating a boom in the horror and thriller genre for kids. Look for new technologies, including hidden features and secret codes, to increase the experiential thrills across all product categories. 

Lastly, The Toy Association is betting on anime to make a big impact in the toy space this year, driven by the genre’s increased accessibility on streamers like Netflix, Crunchyroll and Max. As the art form enters the mainstream, toycos are looking to tap into anime’s rampant fandom by creating figures, collectibles and apparel items that appeal to a multi-generational audience of kids, teens and kidults.