In the world of toys, one thing remains clear: animals are the powerhouse of the toy aisle! From squishy plushies to must-have collectibles, animal-themed toys continue to capture kids’ imaginations, dominate wish lists and take over social feeds. But why do they work so well, and how can brands tap into this trend to stay ahead?
Why animals always work
With their universal appeal and emotional pull, animals have an enduring place in children’s hearts and in the toy aisle. Animal-themed toys consistently rank among the top-selling categories worldwide, thanks to their ability to cross ages, cultures, and trends with ease.
Whether it’s a cuddly puppy or a cheeky penguin, animal characters naturally spark storytelling, empathy, and imaginative role play – the very foundations of play that parents value and kids can’t get enough of.
Today, animal toys are doing more than just entertaining. They help brands tap into feel-good themes like friendship and kindness, giving products a values-driven edge in an increasingly crowded market.
Keeping animal play timeless
Melissa & Doug, one of our clients at Highlight, has long understood the power of animal play. Their timeless range of plush and wooden animal toys taps into classic, open-ended play that fosters imagination and empathy.
From large, lifelike plush animals that encourage nurturing, to wooden puzzles and activity packs and that help develop motor skills and storytelling, Melissa & Doug has mastered using animal themes to create toys that feel wholesome, engaging and built to last.
Its iconic Giant Giraffe, standing over 4ft tall, became a family favourite thanks to its impressive size, friendly face, and nursery-ready style – transforming it from a toy into a statement piece that sparks both play and decor in equal measure.
What’s hot right now? Personality-packed animals
It’s all about animals with personality! Interactive plush like the Little Live Pets Waddles the Walking Penguin, who dances and giggles, aren’t just toys, they’re little personalities kids can connect with, and perfect ‘Instabait’ for parents.
With pet ownership on the rise, kids are more eager than ever to nurture and role play with toys that reflect their real-life furry (or scaly!) friends. Meanwhile, collectible mini animals are keeping the swap-and-share culture alive, with ranges like Little Live Pets Mama Surprise Families continuing to spark kids’ imaginations and playground buzz. We have the pleasure of bringing that buzz for a new line range in H2 for our client Moose Toys.
The role of trends and sustainability
Of course, TikTok and social media are shaping animal trends in real-time. We’ve seen creatures like capybaras and axolotls go viral, creating golden opportunities for brands to jump on emerging trends. At the same time, the rise of ethical toys, whether through recycled materials or conservation tie-ins, is helping animal toys resonate with parents who care about sustainability.
How brands can win big
So, what’s the big takeaway for toy brands? Give your animal themed brands distinct personality, with names, stories, traits, and content that brings them to life. Stay plugged into social platforms to spot trends early, and design for connection and shareability, because kids want toys they can swap, share, and show off.
It’s a winning formula we’ve helped brands like Little Live Pets deliver – from teaming up with creators like Nathan Massey and Cara Delahoyde to deliver nurturing play content, to landing top-tier media coverage that’s kept the brand top of mind with parents and kids alike.
Blend animals’ universal appeal with playful personality and social buzz, and you’re not just following a trend, you’re setting the pace for the next big thing in toys.