Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

Purpose Toys is acknowledging the demand for increased cultural representation with its Latina community-focused fashion dolls line. With play being an integral part of children forming their worldviews and values, inclusionary toys and games are increasingly seen as a necessity by many.

Mattel has introduced the first Barbie doll with Down's syndrome in an effort to ensure inclusion for all children. The brand, which has long played a central role in children’s playtime experiences, is highlighting the importance of representation in early development.

With the choice of toys at an all-time high, children making purchase decisions at a younger age, and technology bringing the playground closer than ever before, how can brands build the next big thing for kids? And as the lifespans of fads get shorter, how can brands engineer staying power?

A line of whimsical, squishy cuddly toys – Squishmallows – has boomed in popularity, with adults helping to fuel this obsession. These toys have cross-generational appeal and reflect a growing interest in escapism, as well as a taste for goods with sensorial appeal and collectible value.