Millennial Parents Won't Believe The Retro Toys Making A Comeback

If there's one thing millennial and Gen Z parents love, it's a vintage toy: The so-called 'nostalgia marketing' trend—that is, associating a brand with positive, familiar elements from the past—has been going strong since the early days of the pandemic, and nowhere is it more visible than in the world of toys.

From Tamagotchis to Beyblades, amusements that have seemingly passed their heyday are finding themselves thrust back into the spotlight, with the demand for retro playthings showing no signs of slowing down in 2025.

"It's as simple as taking people back to good feelings of their childhood," says Michelle Somerville, the director of product, marketing and communications at Crayola Canada. Somerville's been riding the retro wave all year: In February, Crayola announced the limited-edition return of eight retired shades, including Dandelion—a warm yellow that was discontinued in 2017, only to become internationally renowned when a superfan went viral on TikTok. "It was really exciting. It showed us as a brand why the colour is important to her, and that's part of why we're bringing the retired ones back," says Somerville.

Somerville is far from the only toy exec tugging on heartstrings: According to Ipsos' global trends report, nostalgia is one of the top three consumer trends set to dominate the market in 2025. We saw it rolling out firsthand with our visit to The Toy Fair 2024 in New York City, where booths promoting Furbies, LEGO sets and Polly Pocket compacts were interspersed among the animatronic stuffed animals and other high-tech gadgets more commonly associated with today's youth.

For the parents who remember playing with these toys in the '90s and early aughts, these products are a natural choice for entertaining kids and connecting emotionally through sharing a piece of their own childhood.

So, why all the comebacks lately? Are young parents just more sentimental than older generations? Not exactly, says Somerville. "Social media has a huge part to play in it. There are so many new ways now for people to tell us how important [a] was to them," she says. She's not kidding: Search 'childhood toy' on TikTok and you'll find a flood of people posting about the ones they miss. Don't think that this is just about the grown-ups though: "Kids are excited too," promises Somerville. "They haven't played with these before, and their excitement is the same."

Iconic toys parents will remember

Rainbow Brite 12" Threaded Hair Plush Doll

First launched in 1984, Rainbow Brite captured the hearts of a generation with her colourful, future-coded outfit and cheerful adventures. This doll with its yarn hair and retro-looking packaging will make any '80s baby—and maybe their baby—squeal.

Strawberry Shortcake 5.5" Fashion Doll with Accessories

Strawberry Shortcake dolls first came out in 1979 and the TV series hit in the '80s. Many of the new dolls are scented, just like the ones from back in the day.

Jem and the Holograms

Are you singing the song right now? If you grew up with Jem, that outrageous song was super catchy. The new doll is just as fabulous as the original, with upgrades, like a lot more articulation, so she can strike many poses. Thank goodness she still comes with that silver, fringed belt.

My Buddy

Said to be the inspiration for the murderous Chucky (don't tell your kids!), My Buddy was a doll for boys launched in the '80s. The new version is quite true to the original, down to the striped t-shirt and red overalls.

Care Bears

The new generation of Care Bears is a personal favourite of Today's Parent editor-in-chief Vanessa Jewett. "I still sometimes say 'It's never too late if you care,' to my kids (who obviously scoff at me), but the Care Bears had an impact on my childhood and I suppose, my outlook on life," she shares. "I love the idea that a new generation of kids will be inspired by this caring bunch."

Furby

The ultimate 'love-it-or-hate-it' toy from the turn of the century is officially back. The new standard-size Furby variant is called Gold Glam, a distinctive critter with a blue and yellow colourway, and it's available along with the new 1" tall 'Furby Minis,' which come in 12 shape and colour variations.

Pokémon

Is there anything better than ripping open a fresh pack of Pokémon cards? The multi-billion-dollar franchise has spawned video games, action figures and countless other merchandise since the trading cards came out, but their appeal is far from gone. The newest expansion, Scarlet & Violet, features the return of Trainer-focused cards that celebrate the deep bond between a Trainer and their Pokémon.

Pound Puppies

Pound Puppies were a sensation in the 1980s, and they've returned—with a couple of upgrades. The stuffed dogs, which come in both full-grown and newborn sizes, look and feel just like the original product, but they're now made with state-of-the-art sustainable materials.

Polly Pocket

When Mattel decided to bring Polly Pocket back, they made sure the new toy collections would be extra-grown-up-friendly: In addition to a number of kids' sets and accessories, you can now buy a set made in collaboration with The Office that features the crew at Dunder Mifflin.

Crayola

There's no doubt that Dandelion is the most well-known shade in this lineup, but the limited-edition retired colour range from Crayola includes a number of other fan-favourites, including Mulberry, Blizzard Blue, Raw Umber, Lemon Yellow, Orange Red, Violet Blue and Magic Mint. Grab them in crayon, pencil crayon or marker form.