According to a recent announcement from Tori, Finnish consumers are showing a growing preference for buying used toys. This trend has been on the rise for some time, reflecting a significant shift in consumer behavior towards sustainability and cost-saving measures. In fact, last year, two toy brands, Lego and Schleich, made their way into the top ten most searched terms for the first time, indicating a notable demand for these classic brands. The current standout trend in the market is the popularity of the Chinese brand Pop Martin Labubu, which has seen a sudden spike in interest.

Jenni Tuomisto, the director of Tori, emphasized that Lego and Schleich have always had a dedicated user base and are considered timeless favorites in the growing category of used toys. The top ten most searched toy brands on Tori for early 2026 include well-known names such as Barbie, Monster High, and Sylvanian Families, highlighting the diverse preferences of consumers. Interestingly, Labubu, which gained attention last summer, saw a remarkable increase in searches, peaking at 20,000 times in July alone.

This shift in consumer preferences not only underscores the evolving trends in toy purchasing but also the broader implications for the market of second-hand goods. Tuomisto pointed out that the rapid change in consumer desires is clearly reflected in the used goods market, emphasizing the importance of adapting to these new trends. The increasing interest in used toys signifies a movement towards more environmentally conscious consumption, as well as an acknowledgement of the economic benefits of purchasing pre-owned items.