The TrendCommittee tips play as therapy and the power of licensing as the defining trends of 2027
The Spielwarenmesse TrendCommittee has unveiled its two defining trends of 2027, celebrating play as therapy and the power of licensing.
Beyond Limits has been identified as a special aspect of play, highlighting the therapeutic potential of toys. The second trend, License to Play, delves into the diverse world of licensed toys. Visitors to Spielwarenmesse 2026 can experience the ToyTrends live at their corresponding Special area, centrally located at the Entrance Mitte. Numerous product examples provide retailers with valuable inspiration for shaping their product range. The offering is rounded off by talks covering these trends in the Toy Business Forum.
The Beyond Limits trend makes the therapeutic potential of play visible. Toys do far more than just entertain. When used correctly, they become a valuable therapeutic tool for people of all ages – for people with disabilities, conditions such as ADHD, dementia and Parkinson’s, in rehabilitation and at home. It showcases products that help people maintain or develop their motor and cognitive skills. Toys that are adapted to special needs due to their size and tactile properties are included here. Also featured are products that create shared experiences or counteract feelings of loneliness.
Licensed toys are true revenue drivers. According to Circana, they accounted for 37 per cent of global toy sales last year. Sources of inspiration for new licensed worlds are no longer limited to characters from films, series and games, but increasingly include memes, GIFs or short clips that go viral on social media. The License to Play trend makes this clear. The transition from viral hit to diverse product world only takes a few months. Licensed classics such as Pokémon, Star Wars and One Piece reach children across platforms through streaming, gaming or social media. This creates purchasing opportunities for fans throughout the year. Additionally, the trend showcases Asian brands from the anime and K-pop sectors that enjoy worldwide popularity.
To find out more CLICK HERE
