If you like mixed messages, 2025 continues delivering.
Despite trade wars and inflation, the global toy market is off to a strong start this year. Circana reports that dollar sales across 12 key markets (G12) — including the U.S., Canada, U.K., France, Germany, and more — rose 7% to $27.5 billion from January through June, compared to the same period last year. Unit sales grew 4%, while the average selling price (ASP) increased 3%.
I have been following the toy market for many years and cannot recall the last time all countries Circana tracks were growing at the same time.”
“The surge in sales can largely be attributed to consumers aged over 12 years old, who have shown unprecedented growth and are consistently outperforming traditional kids’ trends,” Tutt continues. “Products such as building sets, trading cards, games, plush toys, and collectibles are seeing increased demand from both teens and adults.”
Seven of 11 supercategories posted gains, led by Games & Puzzles (+36%), Explorative & Other toys (+13%), and Building Sets (+12%). Collectibles surged 35% globally, fueled by innovation and social media buzz. Licensed toys jumped 17% and now account for 35% of global sales. Pokémon remains the top property, with sales doubling year-over-year, while the NFL, Marvel, Hot Wheels, and Star Wars also made big plays.
From trading cards to action figures, the appetite for licensed and collectible play shows no sign of slowing.
“The toy market is in healthy shape, with solid demand for toys and games; however, as an industry, we must remain vigilant of the uncertainties surrounding U.S. tariffs and their impact on pricing and supply chains,” adds Tutt. “As the second half of the year accounts for over 60% of annual toy sales, the industry has reason to be optimistic about continued growth, but must also remain cautious and strategic as the holiday season draws near.”
