Latest Trend Hunter Report Shows How Novelty is Driving Consumer Engagement

September 12, 2025 | Toy Association members can now access a complimentary new Trend Hunter report that explores the growing movement of branded novelty, where companies across categories are creating unexpected, one-of-a-kind products that capture consumer attention. By tapping into this trend — whether through creative branding techniques, personalization, or unexpected collaborations — companies are finding new ways to connect with audiences and differentiate themselves in saturated markets.

Some examples highlighted in this report include:

• Trinket Marketing — Social media has fueled a trinket-collecting craze among Gen Z, with brands tapping into this trend by pairing their products with blind box collectibles, from mini figurines to themed keepsakes. These small, surprise-driven items not only boost initial sales but also encourage repeat visits, as consumers return in hopes of completing a collection. Fast-casual Mediterranean restaurant Cava recently launched the Hot Harissa Meal, which came with a pita chip plushie on a keychain. There were four plush pita chips to collect, and as part of a blind box-inspired experience, diners didn’t know which one they received until they opened their meal.

• Unexpected Collaborations — As companies look for inventive ways to capture consumer attention in a crowded marketplace, pairing two seemingly unrelated brands generates buzz. These mash-ups often tap into nostalgia, the potential to go viral, and consumers’ desire for unique products. For example, the SPAM x Dr. Seuss “Green Eggs & SPAM Classic Twin Pack,” which celebrated the 65th anniversary of “Green Eggs and Ham,” featured whimsical can artwork inspired by Dr. Seuss’s beloved story (and tapped into the nostalgia of what the imaginative “Green Eggs and Ham” would look like in real life).

• Food-Inspired Beauty — Branded novelty often shines when it brings everyday favorites into new categories, turning ordinary products into conversation starters. By mixing food culture with beauty trends, brands can capture attention, fuel social sharing, and drive demand for limited-edition items. The Chipotle x Wonderskin “Lipotle” lip stain captured this perfectly: Launched for National Avocado Day (July 31), the guacamole-green peel-off tint revealed a rosy finish, marketed as “burrito-proof.” The limited-edition lip product sold out almost instantly, generating more than 10,000 restock requests.

This report is the latest in a series from Trend Hunter that is exclusive to Toy Association members. These reports offer in-depth perspectives and trends in various areas related to the toy industry and youth markets to help spark unique ideas. For additional relevant trends, members can click on the report’s consumer insights examples, scroll down, and click the images for further information.

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