Toys have always held a special place in our hearts. Whether they spark imagination, teach new skills, or simply bring joy, the right toys can have a huge impact on a child's development and happiness. As trends evolve and new innovations hit the market, the popularity of toy brands also shifts. In 2025, some brands are clearly standing out for their creativity, educational value, and kid-approved fun.
Here are the most popular toy brands that are dominating wish lists and playrooms around the world right now.
1. LEGO
Still a giant in the toy industry, LEGO continues to innovate with new sets, themes, and interactive elements. From Star Wars and Harry Potter to Friends and Ninjago, LEGO appeals to kids and adults alike. Their newer releases now include augmented reality (AR) sets and coding kits that blend physical and digital play.
Why it's popular: Encourages creativity, problem-solving, and building skills.
2. Mattel
Mattel remains a go-to brand with iconic toys like Barbie, Hot Wheels, and Fisher-Price. Their adaptability has kept them at the forefront of the industry. In 2025, Barbie is more diverse than ever, and Hot Wheels has introduced smart racing tracks that sync with apps for an enhanced play experience.
Why it's popular: Diverse product range, nostalgic appeal, and consistent innovation.
3. Hasbro
Hasbro owns beloved franchises such as Transformers, My Little Pony, and Play-Doh. With popular board games like Monopoly and Operation still flying off the shelves, Hasbro knows how to balance screen-free fun with modern features.
Why it's popular: Variety of toys, strong branding, and cross-generational appeal.
4. Spin Master
This Canadian company is the creative force behind hit toys like PAW Patrol, Hatchimals, and the innovative Magic Mixies. Their commitment to interactive, surprising, and tech-savvy play has made them a huge hit in households across the globe.
Why it's popular: Imaginative play, magical reveals, and engaging interactivity.
5. Magic Mixies
Magic Mixies has taken the toy world by storm. This enchanting toy line lets kids create their own magical creatures by following spell-like instructions with a mystical cauldron that emits real mist. The surprise element and hands-on play make it a favorite among kids aged 5-10.
Why it's popular: Interactive magical experience, perfect for unboxing videos, and high replay value.
6. Melissa & Doug
Known for their high-quality wooden toys and imaginative role-play sets, Melissa & Doug toys continue to be a hit with parents who value screen-free and educational play. Their toys are staples in preschools and homes focused on learning.
Why it's popular: Classic design, educational focus, and durable quality.
7. Crayola
While best known for art supplies, Crayola has expanded into creative toys that encourage kids to explore their artistic side. From light-up tracing pads to DIY slime kits, Crayola merges art and play in fun, accessible ways.
Why it's popular: Encourages creativity and self-expression.
8. VTech
VTech is a leader in tech-based learning toys for infants and toddlers. With interactive books, learning tablets, and educational gadgets, their products make learning fun and engaging. VTech has also started integrating AI-powered responses in some toys.
Why it's popular: Learning-focused, tech-enhanced, and age-appropriate.
9. Schleich
Schleich is known for its realistic animal figurines and fantasy playsets. Their products are incredibly detailed and often used in educational settings. Kids who love animals or storytelling gravitate toward Schleich's lifelike toys.
Why it's popular: Realism, collectibility, and educational appeal.
10. Funko
While not traditionally seen as a kid's brand, Funko Pop! figures have grown in popularity among older kids and collectors. From Marvel superheroes to anime characters and pop culture icons, Funko taps into fandoms like no other brand.
Why it's popular: Highly collectible and themed around popular franchises.
Honorable Mentions
Playmobil: Still loved for its role-playing sets and miniatures.
NERF: Continues to innovate in the foam-blaster category.
Little Tikes: A go-to brand for toddler playsets and outdoor toys.
Final Thoughts
Toys today are more than just fun—they’re tools for learning, creativity, and even social bonding. In 2025, the most popular toy brands are those that offer a unique blend of innovation, education, and excitement. From the magical reveals of Magic Mixies to the timeless bricks of LEGO, there's something on the market for every child’s interests and every parent’s values.
When picking toys, consider not just trends but what aligns best with your child’s development stage and passions. Whether you lean toward tech-driven toys or screen-free classics, today’s toy brands offer endless possibilities for play.
Ready to spark some magic in your child’s life? Don’t forget to check out Magic Mixies for an unforgettable surprise toy experience!
