Bol predicts these trends based on its own data. They also consider developments in the toy market and social media activity. The main toy trends for 2025 revolve around recognition, experience, connection, and a touch of nostalgia. "It's always special to see how quickly the toy world develops each year," says Martijn Uittenbogaard, toy expert and manager of The Big Toy Book and App via bol. "In 2025, we're seeing well-known characters, Asian cuteness, and collecting crazes dominate the toy landscape. There's something new to discover for every age and interest. This ranges from classics with a modern twist to innovative ways of playing."

The main toy trends for 2025
1. Well-known (film) characters
2. Collecting in 2025: collect, share, repeat
3. Educational toys: great discoveries for small inventors
4. Kawaii: Asian cuteness
5. Surprising countdowns with the advent calendar
6. Hit games with a new twist

The range of licensed characters on bol has never been so extensive. Children (and adults!) love items from their favourite film, series, or game heroes. You can't imagine it: almost everything is available in the theme of your favourite character. Collecting is also popular! Think of nostalgic trading cards we remember from the 90s. There are surprising blind bags with small collectible figures. Or you can build real-world miniatures yourself. Collecting isn't just a solo activity anymore. Fans widely share their unboxing moments and proudly display their collected finds on social media.

Smart toys are quickly gaining ground. With educational STEM toys (Science, Technology, Engineering, and Mathematics), learning and discovery are more fun than ever. From building and coding to robots and planet models, children playfully develop their curiosity and creativity. Additionally, the cute Kawaii trend from Asia is capturing the hearts of young and old. Plush monsters like Labubu's and Fugglers, and digital Bitzee Hamsters, are hugely popular worldwide. The same applies to Manga, Anime, and iconic characters such as Pokémon and Hello Kitty.

Advent calendars remain a hit and are real bestsellers this year. There are more variations than ever. The demand for these magical surprises is increasing earlier each year. Our customers can't wait to count down. They even start their search for the perfect calendar in summer. Finally, popular game classics like Hitster, UNO, and Monopoly are surprising us this year. They have new variations and special editions, breathing new life into old favourites.

Meaningful moments
This year's trends show that toys are more than just fun. Popular (film) characters bring generations together. Collecting crazes create (online) communities. Educational toys help children discover their passions. Board games also remain the best way to spend more time together. So, gifts don't just provide fun. They also create meaningful moments that bring people closer. That's why the holidays via bol are about gifts that matter. Even the advent calendar, once a simple countdown gift, has now become a full ritual. It provides families with weeks of enjoyment.

More inspiration in The Big Toy Book
For those curious and seeking inspiration, bol's Big Toy Book offers a solution. Within it, you'll find plenty of entertainment thanks to the activity book. This is in addition to all the holiday gifts. With a total of 76 activities and games for the entire holiday period, the activity book focuses on more themes than just Sinterklaas. It offers inspiration and fun for the whole season. This includes autumn fun, Halloween, and the lantern festival Sint-Maarten. This way, The Big Toy Book remains enjoyable from the moment it arrives. It's fun from autumn right through to the Christmas holidays. The activity book's 16 pages are printed on paper made from Dutch sugar beet pulp. This is a surprising material that offers future opportunities.

In The Big Toy App, children receive a video message from Sinterklaas. He pronounces their own name with the help of AI. The app has been further expanded with 34 new "fun & do" videos. It also includes clips from the Sinterklaas Club. Through QR codes in the book, children can also create their digital wish list, giving parents an instant overview of which gifts will bring smiles this year.