No matter how old you are or where you grew up, chances are you had a favorite plush toy as a child — and that favorite plush was likely more than a toy; it became a cherished memory. Beyond the physical and playful appeal, plush toys also have an emotional appeal, providing babies and children with comfort and companionship and — thanks to shifts in customer preference and industry innovation — cognitive and creative benefits that spark learning and growth.

The plush market is growing. It’s estimated that the market size of global plush and toys will reach $10.2 billion in 2024 and grow to a whopping $19.8 billion by the end of 2034. From plush that provide weighted comfort and soothing scents to interactive educational elements and environmental considerations, here’s what is trending in Baby and Plush — directly from industry leaders.

What is your company’s mission as it relates to products for babies and kids?

Peter Friedmann, vice president of product, DEMDACO: Few products have more connection to emotional needs than the Baby and Kids category, and our brand is focused on meeting the emotional needs of consumers. We strive to be a part of people’s lives during key moments.

Imtiaz Hasan, director of marketing, Aurora World, and its subsidiary company, ebba: At the heart of ebba’s mission for our Baby and Kids products is a steadfast commitment to innovation, quality and safety. Understanding that parents prioritize these factors when selecting products for their children, ebba focuses on developing offerings that are not only safe and of high quality but also incorporate innovative features that cater to the evolving needs of modern families.

Scott Wehrs, president, Warmies: We believe emotional well-being is foundational to living healthier lives. Our mission is to bring peace, comfort and heartfelt warmth to families everywhere, and all of our Warmies are safe for all ages.

What are your bestsellers?

Friedmann: We have success when strong storytelling and packaging are part of the DNA of the collection or item. You can almost understand the purpose by the names alone. This includes The Giving Bear, The Loved Collection, Wrapped in Prayer [and] Poetic Threads. These have helped distinguish us in the market.

Hasan: Historically, ebba’s Baby Talk and Story Pals collections have been beloved staples in homes across the globe, known for their ability to engage children in interactive storytelling and imaginative play.

In the past year, our eco-ebba and Cuddlers series has risen to prominence, capturing the hearts of both parents and children. These plush toys are designed not only for comfort and snuggles but also to withstand the daily wear and tear of childhood, making them both durable and cherished companions.

Wehrs: Our Puppy, Elephant and Lamb have been in the line since we introduced Warmies to the U.S., and our Sloth has been our top-seller of all time.

Have you noticed trends in what consumers are looking for?

Friedmann: We see increased focus on experiential brand positioning and product. The question is: What is experiential? It’s when a product transcends the physical item alone. We did this with our Santa’s Kindness Ornament, and it’s been a tremendous success by inspiring kids to bring goodness back.

This ornament is a child’s direct link to receive daily video messages from the real Santa. After scanning the ornament with a phone or tablet, Santa appears on screen and asks children for help sharing acts of kindness, goodness, care and giving.

Hasan: The trend is unmistakably leaning toward eco-friendly and cuddly comfort products, with a strong emphasis on interactive features. Today’s parents are looking for products that not only entertain their children but also contribute positively to their development. They also prefer products made from sustainable materials that can be recycled or are biodegradable, minimizing environmental impact and promoting a healthier future for their children.

Products like ebba’s Baby Talk, Story Pals and especially eco-ebba are at the forefront, offering children engaging experiences that combine the comfort of plush toys with the excitement of language development and personal interaction in fun, engaging ways. This trend reflects a broader consumer interest in products that support both environmental consciousness and active learning.

Wehrs: Parents are looking for products that provide soothing warmth and comfort. We designed products that deliver soothing warmth, weighted comfort and a calming aroma to help relieve stress, ease anxiety and promote better sleep in people of all ages. All of our products contain an all-natural grain filling for a relaxing, weighted sensory experience, as gentle pressure can help alleviate the symptoms of anxiety. When warmed in a microwave, the French lavender we use in all our products is gently released and also promotes rest and relaxation.

What do you see for this category in the future?

Friedmann: You can’t compete without story or consumer need. There are too many low-cost providers who can enter on basic stuffed bears. We spend our development time investing in every single product and how it positively impacts families. We spend months crafting a quality design, the editorial and packaging to the point when we believe we’ve completely solved for the consumer.

Hasan: Looking ahead, we anticipate that Baby and Plush will continue to emphasize sustainability and expand its range of themed collections inspired by popular media franchises. This evolution will likely include advanced interactive features that enhance educational value and play experience, meeting the modern parent’s needs for products that are both entertaining and beneficial for development.

IN THE SPOTLIGHT: ECO-FRIENDLY PLUSH

By Carly McFadden | Editorial Director

Fiesta Toy is committed to bringing sustainable, high-quality plush to the market at an affordable price. The company was founded in 1972 and has allowed its dedication to innovation to help it evolve in a saturated niche.

“We’re always trying to come up with what’s new, what’s next,” said Coral Reynolds, president of Fiesta Toy. “We always have a brand- new pattern line, so we like to develop our own patterns and colorful plush into the market.”

With sustainability at the forefront of Fiesta Toy’s mission, the company uses recycled polyester fibers for all of its products’ fillings. Fiesta Toy also works with its factories to use recycled materials for other aspects of certain product lines.

“Our biggest one [in regards to sustainability] that we have are Earth pals, which is a fully sustainable line — from the printing on the hang tag to the little recyclable tag that holds it on — all using post- consumer water bottles.”

Fiesta Toy is exhibiting at Surf Expo and Atlanta Market in January, plus Toy Fair in March. It anticipates its Minky Collection, Dreamscapes and Hello Kitty — who is celebrating her 50th anniversary in 2025 — to do well at the winter markets.