What’s Really Shaping Toy Marketing in 2026? The Biggest Trends You Can’t Ignore

The toy market isn’t just growing, it’s springing forward like a wound-up action figure released at full force, driven by nostalgia, social buzz, and increasingly smart shoppers. Globally, the industry is on track to hit a massive $230.64 billion by 2028, growing at a steady 7.3% CAGR. In the U.S., sales are already up 6% year-over-year, and collectibles have exploded, up 35% worldwide, thanks to fan communities, TikTok hype, and a resurgence of childlike wonder among adults.

Add the rise of mobile commerce, now crossing $2.5 trillion globally, and suddenly the toy and gifting world feels less like a store aisle and more like a fast-moving carousel, bright, exciting, and constantly spinning with new behaviors, new expectations, and new ways to shop.

But succeeding in this space in 2026 isn’t about simply stocking the hottest toys. It’s about building AI-led, emotion-led, experience-first journeys that match how people actually discover, personalize, and purchase gifts today. From intelligent gift finders to omnichannel storytelling, the leaders of tomorrow are reinventing every moment of the buyer journey.

In this blog, we’ll break down the biggest trends shaping toys and gifting in 2026, complete with strategies from innovators like IGP, Photobook, and FlowerChimp who are using Netcore to unlock record-breaking growth. Let’s dive right in.

The Biggest Toy Marketing Trends for 2026

1. Shopping Agents and Personalized Gift Finders

McKinsey states in their latest study – Agentic AI promises to radically remake the entire shopping experience, and by 2030, the US B2C retail market alone could see up to $1 trillion in orchestrated revenue from agentic commerce. What does this mean for brands?

In 2025, shoppers don’t just want suggestions; they want a shopping sidekick that thinks for them, kinda like a Batman and Robin situation. Whether they’re buying for a friend, partner, or colleague, they expect instant, hyper-relevant ideas that feel tailor-made for the moment. That’s why leading brands are now turning to Agentic AI gift-finding chatbots, smart, autonomous assistants that ask, understand, and recommend the perfect product in seconds.

These agents don’t just react; they proactively guide shoppers, match intent with inventory, and refine choices based on behavior, mood, and context. The result? Effortless, intuitive, “you read my mind” gifting experiences.

We at Netcore Unbxd have understood this trend and created a shopping agent that provides personalized product discovery and guidance for online shoppers by understanding intent, handling natural language, and making recommendations. Here’s how it works –

If this got you curious, check out Shopping Agent and let’s chat about the cool use cases we can build for you. Talk to us now.

Did you know? IGP’s 99.99% fulfillment, 7X order surge, and growth came from Netcore’s AI-powered omnichannel stack, enabling personalization and convenience for global audiences. Moreover, the gifting store achieved a 432% increase in revenue using Netcore’s Customer Engagement Platform. Learn more about the transformation here. 

2. STEM & STEAM Toys Dominate

Parents today aren’t just buying toys; they’re investing in their children’s future.  STEM (Science, Technology, Engineering, and Mathematics) and STEAM (Science, Technology, Engineering, Arts, and Mathematics) toys have moved from niche to necessity, with robot kits, coding games, and science sets topping wishlists. These toys don’t just entertain; they nurture problem-solving, creativity, and curiosity, skills parents see as essential for the real world. Education-minded gifting has become a movement, blending playtime with purpose and redefining how families choose what goes under the tree (or in the cart).

But this shift isn’t just changing what sells; it’s transforming how brands need to operate. Demand for STEM/STEAM toys is less predictable and more innovation-driven, meaning inventory models and supply chains must evolve. For marketers, this opens new opportunities and challenges. Campaign plans must be more data-led and flexible, capable of pivoting when new educational trends or viral products take off. 

3. Eco-Friendly & Sustainable Surges

Sustainability has officially entered the toy aisle.  The demand for eco-friendly toys and plastic alternatives is skyrocketing. Global sales of sustainable toys are growing at 13% year-over-year, as parents and gift-givers increasingly shop with the planet in mind. From wooden playsets and biodegradable materials to recycled packaging, conscious consumption is reshaping every purchase decision. 

What you can do:

• Highlight sustainability signals: Use AI to dynamically surface eco-badges, certifications, and low-impact product details across emails, web, and app journeys, so eco-conscious shoppers instantly see what aligns with their values.
  
• Build green gifting journeys: Segment environmentally aware audiences and curate collections of sustainable, ethically sourced toys, helping shoppers make mindful choices without the search fatigue.

4. Collectibles, Mystery Boxes & the Rise of Pop-Culture Toys

Collectibles are still the heartbeat of the toy world. With global sales surging 35%, the thrill of the mystery box has gone mainstream, blind bags, surprise eggs, limited-edition figurines, you name it. Shoppers, from kids to adults, are hooked on the anticipation, the reveal, and the chase to complete a collection. Layer in the power of pop culture, Marvel, Pokémon, Star Wars, retro classics, and you get a category fueled by nostalgia, emotion, and community. These entertainment IPs now drive over a third of global toy sales, with parents reliving childhood favorites and kids joining the fandom. Add FOMO drops, cinematic tie ins, and franchise moments, and this becomes one of the most potent gifting trends of 2026.

What you can do with Netcore:

– Use merchandising triggers powered by intelligent automation to capture every spark of shopper intent. Netcore’s back-in-stock and price-drop alerts can notify fans the moment a coveted collectible returns. Layer this with behavior-based nudges on web or app, think “You’re just one figure away from completing your collection!”, to reignite purchase urgency.

If you’re a health and beauty brand, you’re probably not using these. We reckon you should, and we have written the perfect guide to help you with all the use cases you need. – Build dynamic, real-time product recommendation carousels inside Shoppable Emails that instantly adapt as new catalog items are added; moreover, you can add all the cart functionality you need, scratchards, zero-party-collection data forms, and more. Check out Shoppable Emails today!

– From a segmentation standpoint, go beyond basic affinity and blend demographic, age, and geographical insights to map perfect toy-to-customer matches. Finally, sync your campaigns with important dates – movie premieres, fan conventions, or franchise anniversaries, even UGC moments, to deliver emotion-led experiences across web, app, and inbox, right when fandom is at its peak.

Winning With Netcore

Photobook

Photobook and Netcore executed a set of interactive Shoppable Email campaigns, which saw remarkable boosts of 400% ROI. Check out how they did it here. 

FlowerChimp

FlowerChimp boosted revenue 91% using Netcore for personalized journey automation and data-driven segmentation, proving the impact of lifecycle messaging in gifting. Check out how they did it here. 

Wrapping It Up: The Future of Gifting Is Personal, Playful, and Powered by AI

From personalized gift journeys to eco-conscious toy play, 2026 is shaping up to be a golden era for the industry. But behind every chart-topping campaign and unforgettable experience lies one consistent driver: data, intent, and intelligence working seamlessly together. That’s where Netcore comes in.

Brands like IGP, Photobook, and FlowerChimp have already rewritten their growth stories, achieving up to 7X higher orders, 432% revenue jumps, and 400% ROI, all powered by Netcore’s AI-led personalization, journey automation, and shoppable experiences. And they’re not alone. The next big toys marketing trend isn’t just about what’s on the shelf; it’s about how you connect with your customers. Whether you want to personalize every shopper’s journey, turn your emails into interactive stores, or predict what your audience will love next, Netcore’s AI and Agentic Solutions make it effortless.Talk to us today and see how Netcore can help your brand unwrap the next wave of growth in 2026.