26-05-2025
Your Fave Childhood Toys Are Having A Major Comeback
Between Funko Pop figurines targeting every corner of popular culture fandom and the recent rise of blind boxes, adults are collecting and playing with toys like never before. Companies like The Loyal Subjects and Basic Fun took notice and have been attracting the attention of older toy enthusiasts, specifically Gen X and Millennials, by reviving popular brands like Rainbow Brite, Strawberry Shortcake, Littlest Pet Shop and several others.
Loyal Subjects CEO Jonathan Cathey told us, 'I don't think we had a conscious strategy other than to go after what we liked and knew — sort of that age-old writer wisdom — 'write what you know'. Being born in '74, I came of age with these brands, so I had a visceral connection... I knew there were many folks like me... so it just seemed like a no-brainer. It's sort of the anti-data approach, just go with your gut kind-a-thing.'It was a gut instinct that paid off. The brand's Rainbow Brite re-release took home the 'Doll of the Year' award at the 2025 Toy Awards. It's also worth noting that a Transformer toy took home 'Action Figure of the Year' and an updated version of Uno won 'Game of the Year.' Jay Foreman, CEO of Basic Fun, explained, 'What makes [these brands] popular is that they have an extra charm and appeal that makes them memorable and endearing, generation after generation. So the brands that bring back memories are the ones that tend to remain popular.'
Some of the toys have been restored just as you remember. Others have been updated slightly to align with current trends. We rounded up some of these throwback toys guaranteed to send you drifting down memory lane and spoke to some collectors about their favorites.
A new kind of Care Bear
Care Bears were originally created in 1981 to be featured on greeting cards. In the decades since, the characters have been the focus of TV shows, movies, games and (of course) dolls. The newest line, including this Grumpy Bear, are designed to help kids express their emotions and made from materials to help comfort children with sensory it from Amazon for $13.97+ (available in 11 styles).
A truly outrageous music icon
Barbie has had a chokehold on the pop culture zeitgeist for generations, but the '80s were Jem's time to shine. As the star of an animated series from 1985 to 1988, her flamboyant style and personality left such a lasting impression on kids at the time that they're now snatching up the revived doll line. Our own Noah Michelson is one such collector: "I know some people think nostalgia can be dangerous because it romanticizes the past in a way that often isn't entirely accurate, but I think leaning into it can also be a relief in some ways. So much is terrible right now and these toys are a reminder of — and a portal to — a better time."Get it from Walmart for $34.95.
A colorful intergalactic superhero
First introduced in 1984, Rainbow Brite leads a group of heroes who protect all of the colors of the universe. The Loyal Subjects revival of toy line is one of their most popular endeavors so far, earning them awards and accolades in the industry and from fans. While this 12-inch doll is the clear standout, the collection also includes mini figurines, bag charms and enamel pins. Get it from Amazon for $14 (also available in three other styles).
A set of miniature animal friends
A few years before Pokémon took the world by storm in the '90s, Littlest Pet Shop had young people all over trying to collect them all. Relaunched in 2022 by Basic Fun, fans of the original pets are embracing their tiny friends again with open arms. YouTuber Emily Kay explains, "I have around 750 Littlest Pet Shops. I've been collecting since I was around 6 years old and I'm 23 now! I stopped buying LPS when I went to college, it had been so long since Hasbro had made the type of Littlest Pet Shops that collectors like myself preferred, and there were less and less people involved in the community. I find the community to be a big part of why I enjoy collecting LPS! Once Basic Fun brought back the older style, I started to collect and make videos again with my rediscovered passion."Get them from Amazon for $11.99.
An adorable adoptable dog
Millennials have been living by the "adopt, don't shop" mantra since we were little kids. Between Cabbage Patch Kids and Pound Puppies, we adored dolls that came with adoption certificates and gave them loving homes. The original line of Pound Puppies ceased production in 2003, but the adoption shelter reopened in 2019 when Basic Fun brought back some familiar faces and introduced a few new it from Amazon for $14.99.
A boy doll from 1985 with an unforgettable theme song
Historically, most dolls have been designed to appear female and they've been marketed toward girls. Hasbro attempted to shake things up in the mid-'80s by creating My Buddy for boys. There are long-standing rumors that the doll served as visual inspiration for the murderous toy star of "Child's Play" franchise, but not even Chucky could stop this little guy from making his big return to shelves in February of it from Walmart for $34.97.
A special anniversary-edition figurine for horse girls (and boys) everywhere
My Little Pony has had several iterations since its debut in 1981. The adult fanbase for these magical horses is large enough that it was the subject of a documentary made back in 2012. Basic Fun introduced a limited edition re-release of the original line-up to celebrate the brand's 40th anniversary in 2021. I'm not sure they still qualify as ponies at 40 years old. Get it from Amazon for $13.99+ (available in six styles).
A sweet-scented doll with some equally fragrant friends
While Rainbow Brite is off on her intergalactic travel preserving color in the universe, Strawberry Shortcake and her pals are holding it down on Earth baking sweet fruity treats. The first doll was introduced in 1979 and continues to have a devoted following with each new release thanks to The Loyal Subjects. Get it from Amazon for $13.99+ (available in two styles).
