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SS26 Toy Trends: What Retailers Will Demand Next Year

Oct 11, 2025

The global toy industry is shifting gears faster than ever. Retailers in major markets are already reshuffling their assortments in Q3, testing new lines and clearing space for fresh concepts. For supermarket and mass retail buyers, SS26 decisions are being shaped right now in Q3 2025—not next spring.

For SS26, the question is no longer “what’s trending now,” but “what will retailers demand next year.” From sustainable materials to family-oriented play, from bundle packs to social-media-friendly designs, the signals are clear: toys must deliver compliance, consumer appeal, and retail flexibility all at once. Below, we outline five trends that will shape the sourcing and development strategies for the coming season.

Trend 1: Sustainable Materials Will Define the Next Wave

In the SS26 season, sustainability will no longer be a niche selling point but a baseline expectation from retailers and consumers alike. Eco-certified plastics such as GRS (Global Recycled Standard) and packaging made from FSC-certified paper are quickly becoming industry norms. Retailers—especially large supermarkets in the EU—are adding eco-compliance as a mandatory scorecard item when evaluating suppliers.

Beyond compliance, sustainable materials have also proven to drive sales. Eco-friendly toys often earn preferential placement in retail assortments, and they align with broader corporate ESG goals. Brands that invest in greener materials today are positioning themselves for long-term retailer trust and consumer loyalty tomorrow. In practice, this means eco-friendly SKUs are more likely to be featured in seasonal promotions or end-cap displays, giving them stronger visibility than conventional products.

Trend 2: Family Play Experiences Take Center Stage

Toys that encourage multi-generational play are gaining traction, as retailers report increased demand for activities that parents and children can enjoy together. From fishing playsets at the poolside to travel-friendly RC cars for family trips, products that bring generations together during summer activities are proving especially valuable. Retail buyers are increasingly shortlisting SKUs that can be marketed as ‘family packs’ or ‘weekend play kits’. This trend also reflects the shift toward indoor recreation, especially in regions where summer weather can be unpredictable.

For manufacturers, the challenge lies in designing toys that are intuitive enough for children yet engaging for adults. Products that can be played across age groups create stronger perceived value and increase the likelihood of repeat purchases. Retailers are therefore seeking suppliers who can develop versatile play concepts that extend beyond the traditional “kids only” market.

Trend 3: Bundle Packs Create Retail Advantage

Retailers are increasingly asking for bundle solutions that combine multiple SKUs into one attractive package. Multi-item promotions not only boost average transaction size but also allow for creative merchandising—particularly in summer toy categories where themed bundles (e.g., outdoor play kits, poolside packs) can drive impulse purchases. For example, supermarkets are piloting ‘Pool Party Sets’ that combine nets, water blasters, and inflatables into a single promotion

This strategy also benefits suppliers by reducing inventory complexity. Instead of pushing individual SKUs, bundle packs can refresh existing assortments and help clear stock more efficiently. For buyers, this flexibility ensures stronger promotional control without reducing perceived value.

Trend 4: Social-Media-Friendly Design Becomes Non-Negotiable

In an era where TikTok and Instagram trends can create overnight bestsellers, toys must be designed with shareability in mind. Eye-catching features such as lights, sound effects, or interactive packaging (“TRY-ME” windows) give retailers confidence that products will perform not only in store but also across social channels.

Retailers are now prioritizing toys that have “viral potential.” This means bright visuals, quick demonstrations, and packaging that encourages user-generated content. Suppliers who understand how to design for these platforms are gaining a competitive edge, as their products are more likely to be picked up by influencers or included in retailer-led campaigns. During retail line reviews, suppliers that present packaging mockups optimized for social sharing are seeing faster approvals.

Trend 5: Compliance and Supply Chain Reliability Matter More Than Ever

As sourcing networks become more globalized, retailers are under pressure to ensure compliance across every stage of the supply chain. Toy safety regulations are tightening worldwide, and retailers need partners who can deliver consistent quality while meeting regional standards. The expectation is no longer just about passing testing—it’s about proving reliability before issues arise. This increasingly means buyers want compliance documentation provided at the quoting stage, not after PO confirmation.

Equally important is the ability to guarantee on-time delivery. With long lead times and seasonal demand peaks, retailers are increasingly selecting suppliers based on supply chain resilience. Manufacturers that can provide clear compliance documentation alongside robust logistics planning are the ones retailers will trust for SS26 and beyond.

Dihua Examples in Practice

At Dihua, we are aligning our toy portfolio with these trends. For SS26, we are introducing:

Sustainability & Eco-Certifications (Trend 1) → Sustainable wooden toys and toys made with GRS recycled plastic
Family Play (Trend 2) → RC Cars tested in supermarket family events.
Bundle Packs (Trend 3) → Adventure Bundles piloted with EU retailers.

These examples showcase how our products not only meet retailer demands but also anticipate consumer expectations for eco-friendly, social-media-ready, and family-focused toys.

Conclusion

SS26 will be defined by sustainability, family engagement, and product innovation. Retailers will look for eco-certified materials, shared play experiences, bundle packs, and designs optimized for social media. Equally important, they will demand compliance and reliable supply chains. Dihua is fully committed to meeting these needs, offering toy solutions that help retailers capture consumer demand in 2026.

By focusing on these five trends, retailers and suppliers can prepare for a season of growth and opportunity. At Dihua, we are excited to be part of this evolution, supporting our partners with sustainable, innovative, and reliable toy sourcing solutions.

Dihua looks forward to joining hands with global partners to support the 2026 summer product line upgrades with sustainable, innovative, reliable, and market-competitive toy solutions.