The next toy trend is the highland cow

After a visit to Toy Fair in New York, a new contender is emerging to follow capybaras, axolotls, and Labubu: the highland cow. Plush versions of the shaggy, caramel-colored cow with its tawny mop of hair appeared throughout the convention, suggesting a modest industry consensus that the animal is poised to move into toy aisles.

Not everyone at the fair agreed — other predictions included pigeons, frogs, squirrels, and even woolly mammoths — but the brown highland cow showed up repeatedly among small and midsize makers. Stuffed-animal trends have cycled before, from llamas and owls in the mid-2010s to earlier favorites like hedgehogs and foxes.

Beyond which animal wins out, vendors raised three persistent concerns: tariffs, TikTok-fueled demand, and the lingering influence of Labubus.

United States, New York

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