The highland cow is emerging as the next big trend in plush toys, according to industry observers at Toy Fair New York held over Presidents Day weekend. Even as capybaras and axolotls have dominated the plush toy market for over a year, several toy makers indicated a shift in consumer interest towards the shaggy, caramel-colored bovine.
The potential rise of the highland cow comes as the toy industry grapples with ongoing economic headwinds, including tariffs and the unpredictable influence of social media platforms like TikTok. Multiple small and midsize toy companies reported increased costs due to tariffs implemented during the previous administration, with one plush toy manufacturer estimating an additional $10,000 per container for goods made in the Philippines. These increased costs have yet to be fully passed on to consumers, impacting company profits.
Despite these challenges, the toy industry continues to demonstrate resilience, with the price of toys remaining relatively stable compared to overall inflation rates. This is largely attributed to overseas manufacturing, which is now facing increased costs due to the tariffs. Major brands like Barbie, Lego, and Pokémon debuted new products at Toy Fair, while smaller companies experimented with trends like blind boxes and character designs reminiscent of those popularized by Labubu, a collectible figure from Pop Mart.
Labubu’s meteoric rise, fueled by social media and celebrity endorsements, remains a unique phenomenon in the toy world, and no clear successor has yet emerged. Eric Morse, VP of new business initiatives at Spirit Halloween, highlighted the importance of rapid response to consumer trends, citing the successful launch of “K-Pop Demon Hunters” costumes after a Netflix series gained popularity. “How we view the business is listen first, execute second,” Morse said during a panel discussion on Gen Alpha trends.
The unpredictable nature of trends driven by TikTok and the ongoing uncertainty surrounding tariffs are creating a challenging environment for toy manufacturers. However, the consistent feedback regarding the highland cow suggests a growing consensus within the industry. Weighted stuffed animals featuring highland cows, alongside capybaras, cats, dogs, dinosaurs, sloths, elephants, axolotls, and bears, are currently available for purchase at retailers like Walmart, offering a microwavable and coolable option for comfort and stress relief.
A coloring book featuring capybaras, axolotls, dinosaurs, and highland cows is also available, offering a blend of entertainment and education with fun illustrations and animal facts. The trend is further evidenced by a new illustrated book featuring “space capybaras” and “pirate Highland cows,” among other whimsical animal adventures.
