A child rips open a gift under the tree, their eyes lighting up as they reveal a colourful LEGO set or a miniature race car track.

The moment is pure magic—a blend of curiosity, excitement, and the joy of discovery.

Across the room, a parent or grandparent smiles, remembering a time when they were the ones piecing together blocks or racing tiny cars across the floor.

Toys are more than just gifts—they’re bridges between generations, sparking joy for kids while rekindling cherished memories for adults.

But they’re also something else: tools for creativity and imagination. They’re how children learn to problem-solve, tell stories, and dream big.

And here’s the thing: toys don’t just influence childhood. They shape how future generations think, create, and connect.

As someone who often brings children’s toys into workshops to spark creativity in adults, I’ve seen firsthand how play allows us to access a childlike state of imagination, one where possibilities feel endless.

This week on my regular segment on Hong Kong Radio 3, we explored the top toy trends for 2024.

It’s a topic we revisit each year because it offers so much more than a glimpse of what’s in stores.

These trends are windows into culture, showing us what we value, how we innovate, and where we’re heading.

1. Nostalgia: Looking Back to Move Forward

It’s no surprise that nostalgia is driving today’s toy industry. Grandparents and parents are snapping up Fisher-Price classics, retro gaming consoles like the PlayStation 1, and even Barbie dolls revived by blockbuster movies.

The 1960s marked a turning point for toys. It was the first post-war era where mass production and economic growth meant families could afford to buy toys in significant numbers. Brands like LEGO, Matchbox cars, and Hot Wheels became household staples, embedding themselves in our cultural DNA.

Today, this nostalgia is about more than memories—it’s about connection. Sharing toys from the past with a new generation allows families to pass down creativity, joy, and the simple pleasure of play.

As we noted on the show:
“Baby boomers are buying back their memories. And their grandkids? They think these toys are brand new!”

2. Toys as Developmental Tools: Learning Through Play

Parents today are incredibly deliberate about the toys they choose. It’s no longer enough for toys to entertain—they must also educate, inspire, and support development at every stage.

• For Newborns: Black-and-white toys stimulate early cognitive growth while catering to developing vision.
• For Older Kids: STEM kits, coding robots, and interactive hybrids like Osmo combine physical play with technology to teach problem-solving and creativity.
• For Everyone: LEGO continues to lead the way in fostering hands-on creativity, inspiring kids and adults alike to think outside the box.

As I’ve seen firsthand:
“Children’s toys are powerful tools for sparking creativity—something I use in workshops to help adults reimagine possibilities.”

3. The Circular Economy: Sharing Toys, Sharing Joy

Kids outgrow toys quickly, but the memories they create can last a lifetime. That’s where the circular economy comes in. Toy libraries, rental services, and subscription models are changing the way families think about toys.

Toy libraries, in particular, bring communities together. Families borrow toys, kids discover new favourites, and everyone saves money and resources.

As we discussed:
“The circular economy in toys is genius. It’s about sharing joy while reducing waste.”

This trend highlights the power of sustainability—teaching children that sharing isn’t just kind, it’s impactful.

4. The Joy of Unwrapping: The Experience Matters

Do you remember the excitement of tearing into a gift, not knowing what was inside? Toymakers have taken that simple joy and turned it into a trend of its own.

Toys like L.O.L. Surprise Dolls and Treasure X Adventure Sets build anticipation by turning unwrapping into an event. Each layer reveals a tiny clue or accessory, creating a multi-step adventure that’s just as fun as the toy itself.

Even eco-conscious brands are finding ways to make the unboxing process sustainable, using biodegradable packaging that’s still a thrill to tear open.

“The unwrapping process isn’t just an event—it’s an adventure. It’s a memory in the making,” we said on the show.

5. Licensed and Branded Toys: From Screen to Shelf

The partnership between media and toys is stronger than ever. From Disney to Netflix, franchises are creating toys that let kids bring their favourite characters into their playtime.

Disney Plus and Netflix have extended their storytelling into physical products, while toys like those from the Mighty Express series bridge the gap between screen time and hands-on creativity.

This trend shows how kids are blending storytelling and play to create their own narratives—an essential skill for tomorrow’s creators.

6. Advanced Tech Toys: Imagination Meets Innovation

Technology and toys are merging in exciting ways. Robots, coding kits, and interactive hybrids are teaching kids new skills while keeping play at the centre.

Take Miko 3, an AI-powered robot that teaches coding, or Dash and Cue, playful bots that introduce kids to robotics. Then there’s Osmo, which combines physical pieces with digital play for interactive learning.

These toys are more than just gadgets—they’re tools for sparking curiosity, preparing kids for a tech-driven world, and keeping creativity alive.

7. Educational Toys: Play with Purpose

Educational toys are a staple of the industry, but they’ve never been more sought after. From spelling games to science kits, parents are looking for toys that inspire learning alongside fun.

Brands like LEGO and Fisher-Price are leading this charge, creating products that are as engaging as they are enriching.

As we joked on the show:
“In the 80s, we hid the fact that toys were educational. Today, it’s practically a badge of honour.”

What Toys Teach Us About Tomorrow

Toys may seem simple, but they hold profound lessons about society. They reflect the values we cherish, the stories we want to share, and the skills we want to nurture.

• Nostalgia connects us across generations.
• The circular economy teaches sustainability.
• Tech toys prepare us for tomorrow.
• Educational toys show that learning never stops.

Toys aren’t just for kids—they’re a way to spark creativity, connection, and possibility in all of us.

A Holiday Takeaway

As you shop for toys this festive season, think about what you’re really giving.

It’s not just an object—it’s a story, a connection, and a possibility waiting to unfold.

And if you’re in need of inspiration, check out the full HK3 segment below for more insights into this year’s trends.

Who knows? You might even find yourself picking up a toy for the kid in you

Your Turn

What was your favourite childhood toy? And what’s the one gift you’re most excited to give this year? Let’s start a conversation about the joy of play—and the big lessons hidden in the small things.

Listen Now

For more insights, you can catch the full HK3 segment below (25 minutes 23 seconds).

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