November 20, 2025 | Toy Association members can now access a complimentary new Trend Hunter report that highlights consumer engagement strategies rooted in pop-culture moments, especially those resonating with Gen Z. Some examples highlighted in this report include:

• Book-Inspired Travel Experiences — Book-inspired travel is booming as Gen Z wants to turn their favorite stories into real-world adventures. As a result, literary destinations have become both personal pilgrimages and content-worthy moments, with travelers documenting their journeys to connect with like-minded communities. Tapping into this momentum, EF Ultimate Break has launched a series of book-inspired itineraries for travelers ages 18 to 35, offering trips based on fan-favorite novels such as “A Court of Thorns and Roses” in Switzerland; Emily Henry’s romances in Croatia; Percy Jackson–themed adventures across Rome, Athens, and Cairo; and Harry Potter sites throughout London and Scotland, each designed to bring fictional worlds to life through real-world exploration.
• Viral Campaigns — Brands are increasingly turning to social media to launch interactive, user-generated campaigns that encourage consumers to post their own content — and, in doing so, help spark wider cultural trends. Rather than relying on traditional digital ads, which feel out of place in the fast-moving, creator-driven environment of modern platforms, companies are leveraging post-based challenges and contests to boost reach organically. Little Leaf Farms recently launched a salad-shaking contest to reach new audiences. In partnership with fitness star “The Fitness Marshall,” the campaign invites consumers to show off their most creative salad-shaking techniques for a chance to win a $10,000 grand prize.
• Influencer Menus — Restaurants are increasingly teaming up with viral chefs and foodie influencers to create menus that resonate with younger audiences. Inspired by popular short-form recipe videos, these collaborations reimagine trending dishes in fresh, distinctive ways that help brands stand out. To tap into this momentum, restaurants are partnering with creators whose viral content already captivates consumers, turning online excitement into dining experiences. A recent example comes from Alpro, which partnered with Michelin-trained TikTok chef Poppy O’Toole to encourage consumers to break out of repetitive breakfast routines. Together, they created a plant-based breakfast tasting menu inspired by high-end dinner experiences, featuring dishes like almond waffles with peaches and crispy curried hashbrowns topped with coconut yogurt alternative. Guests could enjoy five courses at the restaurant, and anyone looking to recreate the dishes can explore the recipes online.

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.

TrendHunter.com has accumulated nearly 3 billion views from more than 100 million visitors. The data research company helps clients “Dive Deeper,” “Work Smarter,” and “Save Effort” in order to increase the overall success of their companies and brands.