Classic Playthings from Childhood Experience Surge in Popularity Once More
In a delightful twist of nostalgia, several companies are bringing back popular toy brands from the 80s and 90s, catering to the collective fond memories of Gen X and Millennial adults.
One such brand is the iconic Care Bears, with a new kind of Care Bear available as a throwback toy. Accompanying this sweet-scented doll are her fragrant friends, offering a whiff of nostalgia for those who remember them fondly. Some of these throwback toys have been restored just as they were remembered, while others have been updated to align with current trends.
Among the revived toys is a boy doll from 1985, known for its unforgettable theme song. Adults are collecting and playing with toys, particularly Funko Pop figurines and blind boxes, more than ever. Companies like The Loyal Subjects and Basic Fun are attracting these older toy enthusiasts by reviving popular brands like Rainbow Brite, Strawberry Shortcake, Littlest Pet Shop, and others.
A colorful intergalactic superhero has also been revived as a throwback toy, appealing to those who grew up watching shows like these. For horse enthusiasts, both boys and girls, a special anniversary-edition figurine is being released.
In the realm of board games, Tree Town Toys is reviving the Yes & Know brand, which originally ran from the 1970s to early 2000s, with new titles launching in 2025. NECA is bringing back The Game of Jaws from the 1970s with a deluxe 50th Anniversary Edition, updated for the modern collector. Brandgenuity is collaborating with Goliath Games to release a new The Sims board game celebrating the 25th anniversary of the video game.
Master Replicas has partnered with Paramount to launch a new Star Trek collection of collectible ship models, targeting fans of the classic series from the 80s and 90s. JAKKS Pacific revealed new collectibles inspired by franchises popular with Millennials and Gen Xers, such as Super Mario and The Simpsons, at San Diego Comic-Con 2025.
KBTOYSVERSE serves as the official revival hub for KB Toys, a beloved toy store brand from the 80s and 90s, offering new products, events, and nostalgic content for adult fans. Legacy brands like Strawberry Shortcake have also been revived as part of the broader 80s toy trend, with products updated for nostalgic buyers.
A set of miniature animal friends, an adorable adoptable dog, and a music icon from the '80s have also been included in the line of throwback toys. This revival is a testament to the enduring appeal of these iconic toys and the nostalgia they evoke, offering a piece of the past for adults to cherish and collect.
