AI-Powered Play: Brands are embracing artificial intelligence to make toys more interactive and personalized. Industry experts at the fair highlighted how AI (think ChatGPT-style tech) is revolutionizing play and product development
. For example, Miko’s line of AI-driven robot companions (like Miko 3 and the upcoming Miko Mini/Nano) use AI to adapt to kids’ learning needs and promote social-emotional skills
– a high-tech twist that captivated onlookers. Such AI toys are gaining attention because they blend fun with learning: they respond to children in real time, making play feel more immersive and tailored.
Interactive Robotics: Programmable robots and smart gadgets were a hit on the show floor. Companies showcased screen-free coding robots designed for young kids – Cooper the STEM Robot being a prime example. Cooper is a friendly bot loaded with sensors that let it read its environment, sing, dance, talk, and even detect light and obstacles
. It comes with simple buttons and 10 coding challenges that teach basics of programming logic without any screens
. Parents and educators love that it’s rechargeable and classroom-friendly, turning coding into active play. Another crowd-pleaser was Qubs’ Cody Block, a smart wooden car that helps kids code by following sequences of wooden block “commands” placed in its path
. This screen-free, app-free approach uses tangible pieces to introduce coding concepts – bridging tech and tactile play. Such products show how robotics can be educational and approachable, which is exactly why they’re in demand.
App-Connected Fun: Many new toys also integrate with apps or devices to extend play. We saw RC vehicles and games that link to digital experiences – for instance, an RC car football/soccer game that lets kids drive little cars to push a toy soccer ball into goals
(blending video-game vibes with real RC toys). Augmented reality was a buzzword too, with some exhibitors hinting at AR-enhanced playsets where scanning a toy with a phone unlocks mini-games or learning content. These tech-driven toys are grabbing attention because today’s kids are digital natives – app integration and AI features add fresh layers to classic play patterns. For retailers, tech toys represent a growing category that can command higher price points, and for parents, they often promise educational value or long-term engagement beyond a basic toy.
Retailer & Parent Tip: Explore demos or videos of these toys to see the tech in action. Retailers should connect with manufacturers for display units (an interactive robot demo can draw crowds), and parents can look for starter sets (like Cooper or Cody Block) that include guided activities. Keep an eye on release dates – many high-tech toys unveiled at the fair (e.g. Cooper) are slated for Spring 2025 availability
Educational & STEM Toys (Science, Coding & Early Learning)
Emphasis on STEM: The fair reinforced that STEM learning through play is more than a trend – it’s now a staple. Exhibitors across the board brought forward toys that teach Science, Technology, Engineering, and Math in fun ways
. There’s a push toward more sophisticated yet accessible STEM kits for various ages. For example, science experiment sets (like chemistry labs and physics kits) are getting sleeker designs to make hands-on learning feel like playtime. One highlight was a company showing a kid-friendly construction set with real tools (by Bildits) to let kids build miniature structures – an “immersive construction experience in STEM learning” as one exhibitor touted on social media
. This reflects a broader trend: kids don’t just want to watch science, they want to do it themselves.
Coding for Kids: Coding toys were everywhere, often emphasizing screen-free basics for the littlest learners and more programmable robotics for older kids. We already mentioned Cooper the STEM Robot under tech toys – its ability to make coding tactile and musical (yes, it can dance!) shows how coding toys are evolving. Another standout is Qubitunes by Qubs, which actually won an award for its innovation. Qubitunes is a round interactive “sound box” that kids can load with different themed cartridges and figures to play audio stories and music
. One story set turns the child into a “little maestro,” letting them conduct an orchestra by placing instrument figures on the box, while another set teaches numbers in a playful way
. It’s essentially coding logic meets audio adventure – kids discover cause and effect (e.g. adding a figure changes the sound) while engaging their imagination. Products like this are getting buzz because they mix creative play with STEM skills (in this case, auditory learning and sequencing).
Early Learning & Educational Games: For preschoolers, exhibitors showed plenty of educational games and puzzles. A notable mention is 3 Shape Memo by BS Toys, a preschool memory game that uses three-dimensional shapes
. Children have to find matching pieces not just by picture, but by fitting shapes together – training their hand-eye coordination and strategic thinking in a fresh way
. Even one-year-olds can safely stick these blocks together (the magnets make towers more stable), combining creative building with recognition of animals like elephants and lions. The jury at the fair loved that it’s a simple, tech-free toy that still feels magical for little builders
. This underlines a key point: “educational” toys don’t have to be electronic or complex; sometimes a clever twist on a classic format can offer big developmental benefits.
Industry Insight: Parents are increasingly seeking toys that sneak in learning – and retailers are happy to stock them as they tend to be evergreen sellers. The buzzwords are “STEM-approved” or “curriculum-aligned,” and many toys at Spielwarenmesse 2025 wore those badges proudly. For instance, some products even come with STEM.org certification or lesson tie-ins, making them attractive to teachers and homeschool groups. Retailers should highlight these features in-store or online (think “builds coding skills” or “teaches chemistry safely”) to catch a parent’s eye. And for parents, if a child shows interest in science or building, these new toys can be a great way to nurture that curiosity early on.
Eco-Friendly Materials:Green toys were front and center this year, as many companies responded to consumer demand for sustainability. The fair even dedicated a “Toys go Green” special area in Hall 3C, spotlighting environmentally friendly products and sharing knowledge on sustainable production
. For example, several plush and doll brands have switched to using recycled PET fabric (from plastic bottles) for the stuffing and outer materials. Biodegradable packaging was another big push – more boxes were brown kraft paper and soy-ink printing, aimed at reducing waste. This eco-conscious approach isn’t just a nice add-on; it’s becoming a selling point. Retail buyers noted that having a green line of toys can draw eco-minded parents and even schools that prioritize sustainable products.
Sustainable Innovators: One of the ToyAward winners in this category says it all – PlanToys’ Wave Stacker, a stacking toy with pieces shaped like ocean waves, took home the Sustainability prize. It’s made from an innovative wood compound: essentially compressed sawdust and wood chips from rubber trees, held together with formaldehyde-free glue and colored with organic dyes
. In other words, it’s crafted from upcycled wood waste (PlanToys calls this material PlanWood), so it reduces waste while being super safe (no chemicals). The Wave Stacker’s design also earned praise for being perfect for little hands – the wavy blocks have a grippy shape that toddlers can easily handle and stack in creative ways
. This toy gained attention not just because it’s green, but because it’s a quality plaything in its own right – a case of sustainability enhancing the product, not limiting it.
Another noteworthy launch was Hape’s Green Planet Explorers – Ben’s Eco Catamaran
. Hape is known for wooden toys, and this set introduces kids to renewable energy concepts: the toy catamaran (sailboat) is made largely of bamboo and bioplastic, and it comes with a little storyline about ocean conservation. It shows how big brands are weaving environmental themes into toys for younger audiences. Even Playmobil made waves by previewing a Playmobil JUNIOR line (targeting toddlers) that includes a Disney Cinderella’s Castle set built with more sustainable materials
. This was a surprise for many, since traditional Playmobil is plastic-heavy – a sign that legacy brands are seriously investing in eco-friendly innovation.
Why It Matters: Sustainable toys are gaining traction because parents increasingly value products that are safe for their kids and the planet. Durable wooden or bioplastic toys also convey quality, so shoppers feel they get their money’s worth. From an industry perspective, having eco-credentials (like using FSC-certified wood, or stamping “100% recycled” on the box) not only appeals to consumers but also prepares companies for future regulations on plastic use. Retailers should note any green certifications or materials on product signage – these can be key differentiators. For parents, exploring these new eco-toys is a win-win: you get peace of mind about fewer toxins and waste, and your child gets a toy with a cool backstory (e.g. “this puzzle is made from recycled wood!” can be a fun fact to share with a curious kid). As one jury member put it, the best sustainable toys “well-integrate waste management” into their design
– meaning the toy itself tells a story of reuse or conservation that can inspire kids, too.
Popular Collectibles (Plush, Action Figures & High-Demand Collectibles)
Plush Craze: If one thing was impossible to miss in the halls, it was the plush explosion. The aisles were flush with plush – every other booth seemed to have big-eyed stuffed animals vying for attention
. Licensed plush characters are leading the charge. At Ty’s booth (makers of Beanie Babies), for example, a whole squad of Disney’s Stitch plush toys drew in fans of all ages
. Alongside Stitch were cuddly versions of Marvel superheroes and Sanrio favorites like Hello Kitty. These were not just cute toys but collectors’ items – many attendees noted that teens and adults were grabbing exclusives for their collections. What’s driving this plush popularity? A mix of nostalgia and social media hype. Characters like Stitch or Pikachu have a built-in fanbase, and the “aww factor” of a soft toy appeals both to kids and to grown-up collectors (who often display them like art). For retailers, plush is a hot ticket because it spans demographics and usually carries a friendly price point for impulse buys. Parents love them as safe, cuddly companions for kids – and when it’s a beloved character, it’s an easier sell (“Look, it’s your favorite movie character in huggable form!”). Expect these new plush lines to fly off shelves, especially limited editions or those tied to upcoming film releases.
Action Figures & Collectibles: Collectible figures and merch were everywhere – a reflection of how “kidult” collectors are reshaping the toy market. Classic franchises had impressive displays: for instance, an eye-catching Optimus Prime figure (from Transformers) drew in longtime fans with its dynamic pose and detail. Nearby, puzzle makers even showcased a 3D puzzle version of Optimus, blending models with brainteasers. Across the fair, popular IPs from comics, games, and anime dominated booths
. You couldn’t go far without seeing Marvel superheroes, Star Wars ships, or anime icons like Naruto and One Piece in some form – be it action figures, model kits, or themed board games. One dedicated trend area, “Anime & Friends,” underscored how Japanese anime characters (and the kawaii “cute” aesthetic) are a big hit not just with kids but also adults
. Collectibles like trading cards and blind-box figurines featuring these characters were in high demand, often with people lining up to get a first look or snag a rare item.
The reason behind this collectibles boom is clear: collectors now make up a huge portion of toy buyers. In fact, recent industry data shows adults buying toys for themselves account for about 28.5% of total toy sales in Europe
. This “kidults” segment has serious purchasing power, and toy makers are responding with products aimed directly at them – from high-end action figures with display stands, to retro re-releases of ’80s favorites. For retailers, this means stocking collectibles isn’t just for the holiday rush; it’s a year-round opportunity to attract hobbyists. Many stores are dedicating sections to collectibles or running tie-in events (like swap days or figure launches) to build that community. For parents, the silver lining is that the quality of collectible toys has gone up – even play-grade action figures now often have better sculpts and durability, since adult collectors demand more detail. Just be prepared: that also sometimes means a higher price tag. If your child is begging for the latest limited-edition figure, know that scarcity and fandom can drive demand (and supply may be limited). It might be wise to pre-order popular collectibles or check if the manufacturer has an online store, to avoid aftermarket markups.
ToyAward Highlights & Notable New Products
Spielwarenmesse 2025 wasn’t just about displays – it also honored the top innovations with its annual ToyAwards. Six standout products (from over 600 entries) won coveted awards this year
, signaling to the industry which new toys are truly exceptional. Here are some highlights:
Baby & Infant (0-3 years) – Geomagworld’s Magicube Blocks Stacking Safari took the prize. It’s a set of magnetic blocks that even the tiniest hands can build with, featuring cute safari animal designs
. The jury loved that it’s simple, safe, and opens up creative play for babies without any electronic gimmicks – proof that clever basic toys still shine
. Kids have to remember and find matching sets of shapes that nest together, which adds a fun twist and builds spatial reasoning. Judges noted it’s a fresh take on a memory game that also sneaks in some geometry learning
School Kids (6-10 years) – RC Football Set – Bundesliga by Carrera scored the victory here. This is the game we described earlier where two players use remote-controlled cars on a mini soccer field to knock a tiny ball into the goal
. The ToyAward jury applauded the idea for being super fun and novel – it encourages active play, competition, and appeals to sports fans. Plus, it has an attractive price point and promises long replay value for families
Teenagers & Adults (10+ years) – Moon Acrylic Jigsaw Puzzle by Abfun was the winner. This 50-piece puzzle isn’t large, but each piece is a unique translucent shape that comes together to form a stunning moon image
. The finished puzzle can stand upright as a decoration. The judges found it “unique and creative”, a blend of art and puzzle that clearly targets older kids and adults who appreciate a bit of challenge and display-worthy results
Startup Category – Qubitunes by Qubs AG won for startups, signaling this is a newbie to watch. Qubitunes, as mentioned, is an interactive audio play platform – think of a kid-friendly “story radio” that works with collectible figurines and discs to play content. Each beautifully designed audio cassette (or disc) unlocks a new theme or game on the sound box
. It stood out because it merges analog play (placing figures, swapping “cassettes”) with digital sound in a seamless, intuitive form. For a startup to win, it means retailers should keep an eye on Qubs – their products could be the next big thing in edutainment.
Sustainability Category – Wave Stacker by PlanToys earned this award, as we detailed earlier. The judges highlighted its use of a special recycled wood material (rubberwood sawdust mixed with organic pigments and safe glue) and saw it as a model of eco-friendly design
. They also loved the fact that its wave-like blocks not only come from a green process but also genuinely improve the toy – they make stacking easier for little kids and allow for more imaginative constructions
. Wave Stacker’s win sends a clear message that sustainability and play value can go hand-in-hand.
For toy retailers and parents, these ToyAward winners are essentially the “best of the best” as chosen by experts in play, education, and retail. It’s a good idea to explore these specific products – they’ve been vetted for originality, quality, and likely market success. Many were on display at the fair’s ToyAward gallery, drawing lots of interest from buyers
. If you’re a retailer, securing stock of an award-winner (or even just promoting that a toy was a “Spielwarenmesse ToyAward Winner”) can boost customer confidence in the product. And for parents, these awards can serve as a recommendation shortcut – if you’re unsure which new toy might be worth the money, the above winners are safe bets for delivering a great play experience.
Exploring and Purchasing the New Releases
For Retailers: If you couldn’t attend Spielwarenmesse in person, don’t worry – you can still connect with these hot new products. Most exhibitors are listed on the Spielwarenmesse Digital platform or the fair’s website, where you can find contact info and product catalogs. It’s wise to reach out now, as many of these items are taking orders for late spring or fall 2025 delivery. Leverage distributors (for example, Xplore Brands is distributing Miko’s robots – their partnership was announced just before the fair
) and check if any ToyAward winners have reps in your region. Setting up a pre-order or waitlist for customers can gauge interest – some stores started doing this at the fair as buzz built around certain toys. Also, use social media and trade publications: many brands posted fair recaps and will share follow-up info on availability. Being proactive in sourcing these trending toys can give your store a first-mover advantage. And don’t forget to highlight why they’re special – whether it’s “award-winning,” “eco-friendly,” or “tech-enhanced,” use those selling points in your promotions to draw in shoppers looking for the latest and greatest.
For Parents: Many of the toys unveiled at Spielwarenmesse 2025 will hit retail shelves throughout this year. To get your hands on them, keep an eye on your favorite toy retailers (both big-box and specialty stores) starting in spring. Toys that garnered a lot of attention – say an **AI robot or a new Lego set revealed at the show – may sell out quickly upon release, so it helps to stay informed. Follow the official pages of the toy brands on social media; companies often announce launch dates or online drops there. Some may even offer direct pre-orders on their websites (for instance, a startup brand might sell initially online before wider distribution). If a particular ToyAward winner caught your interest, search for that product name on major e-commerce sites like Amazon or toy store sites – in many cases, you can sign up for email alerts when the item becomes available. Visiting your local toy store and asking staff is also a good move; retailers often have insight on upcoming stock and can reserve an item for you.
Finally, don’t hesitate to explore the educational or tech toys even if you’re not “techy” yourself – many of these new products are designed to be parent-friendly, with easy setup and guides to get you started alongside your child. Whether it’s scanning a QR code to download a companion app or reading a quick-start for a coding robot, manufacturers know that a positive parent experience is key. The bottom line: Spielwarenmesse 2025’s launches offer something for everyone – from cutting-edge AI companions to green toys and cute collectibles – and both retailers and parents can look forward to a year of innovative playthings making their way from the trade show floor to toyboxes around the world. Enjoy discovering these new favorites, and happy playing (and selling)!
Writer's Bio: Driven by a fascination with how young people learn, grow, and connect, Laura N. Larsson has spent years researching the role of play and social media in child and adolescent development. Since 2012, she has combined her ecommerce background with in-depth interviews of children and teenagers, producing insightful articles that explore the evolving interplay between play, communication, and online interaction. Read more articles by this author
Writer's Bio: Driven by a fascination with how young people learn, grow, and connect, Laura N. Larsson has spent years researching the role of play and social media in child and adolescent development. Since 2012, she has combined her ecommerce background with in-depth interviews of children and teenagers, producing insightful articles that explore the evolving interplay between play, communication, and online interaction. 
