Welcome back to our trendspotting series—where we explore what’s capturing hearts, attention and brand momentum in today’s play and dining landscapes. This edition is all about Newstalgia: a cultural throughline that’s connecting generations by tapping into the past.
What Is Newstalgia?
Newstalgia is a mash-up of the old and the new. It’s more than simple nostalgia—it’s about giving beloved past icons a facelift for today’s standards, values and technologies. Think: retro-inspired with a twist, not straight-up vintage.
We saw the term come to life at this year’s Toy Fair, where the Toy Association named “Newstalgia Trip” as one of its six defining toy trends for 2025. According to their insights, this movement is being fueled by:
73% of parents buying toys for themselves
61% doing so to bond with their child
Nearly half reliving fond childhood memories through play
In short: nostalgia has become a powerful cross-generational connector.
Newstalgia in Action
Here are some standout examples of brands and IPs riding the Newstalgia wave—with both emotional impact and modern relevance.
Sweet Serenity Care Bear
An original character meets 2025’s well-being ethos. Sweet Serenity is the first Care Bear to feature 3 sensory experiences on its belly badge, paw pads and ears—bringing MESH (Mental, Emotional and Social Health) into cuddly, tactile play.
Tamagotchi Gets an Upgrade
The latest Tamagotchis are wearable, plush and scientific. Tamagotchi Adventure Companion embraces the current plush trend and lives in a wearable backpack, while Tamagotchi Paradise leans into STEM by allowing users to zoom from outer space to the cellular level of their digital pet using a new dial interface.
Masters of the Universe Reawakens
Fans have waited decades for this: MOTU is set for a 2026 big-screen comeback starring Jared Leto and Idris Elba, reigniting the evergreen love for this ’80s classic. A recent example of a brand tapping into MOTU’s nostalgic nature in a new way was SONIC Wacky Pack’s Masters of the Universe Toy collection, which generated cross-generation appeal for kids and parents alike.
McDonald’s Adult Collector Meals
The Cactus Plant Flea Market collector meal gave Ronald and friends a Gen Z art-toy remix. More recently, the Minecraft Meal brought kidults and kids together through a modern pixelated lens on the classic toy-in-a-box experience. Both are recreating the joy of the Happy Meal for adults.
2025 Toy of the Year Picks
This year’s Doll and Action Figure of the Year awards went to Rainbow Brite and Transformers—two nostalgic IPs that are still sparking imagination after more than four decades on toy shelves.
Why Newstalgia Matters for Brands
Newstalgia isn’t just a marketing strategy—it’s a blueprint for emotional resonance in brand storytelling. Here’s why it works:
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Cultural relevance: It syncs with the Kidult trend, where adults actively seek collectible, playful and even healing brand experiences. Read more
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Cross-generational appeal: Parents, kids and kidults all find a point of connection.
- Emotional lift: Joy, memory and discovery fuel deeper brand love.
What’s Your Brand’s Take on Newstalgia?
Whether you’re sitting on a vault of IP or simply looking to create an emotionally sticky experience, Newstalgia offers creative runway. At C3, we’re experts at building branded joy with emotional depth—for every generation at the table. Let’s unlock your brand’s newstalgic magic.
CONTACT US
ABOUT C3
C3 is a Kansas City-based marketing and design agency that brings brands to life for families with children through experiences and entertainment. C3 uses insights, strategy and expertise to produce award-winning programs and custom products to help major restaurant, hospitality and service industry partners connect with families wherever they are—in person, at home or in the community at large.
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