The power of play is universal, but not all consumers speak the same toy language, according to Circana’s latest look at the global market.
The new data reveals global toy sales are up coast to coast, with Circana’s tracked markets growing 9.5% overall since June 2025. The pace has continued to accelerate in 2026, resulting in a 14% increase in value sales in the first half of the year compared to the same time period in 2025. However, while graphs point upward across the board, the reasons vary wildly from one region to the next.
While the global toy industry remains united by consumer passion for play, today's market is also defined by local dynamics. Succeeding in the toy market requires an understanding not only of what is trending globally, but how category preferences, licensing, seasonality, and fandom vary by region."
“While the global toy industry remains united by consumer passion for play, today’s market is also defined by local dynamics,” said Frédérique Tutt, global toys industry advisor at Circana. “Succeeding in the toy market requires an understanding not only of what is trending globally, but how category preferences, licensing, seasonality, and fandom vary by region.”
Latin America (LATAM) has continued to prove itself an important player, even outpacing Europe’s market growth in 2026. In response, Circana has expanded its tracking network to include Chile and Peru, providing a deeper, more comprehensive view of one of the toy industry’s most dynamic growth markets.
According to the study, Dolls is the largest supercategory in LATAM, but the region is also experiencing rapid growth in trading card games, as seen in this year’s FIFA-forward summer, and mini vehicles, which continue to over-index in LATAM compared to most major markets. While new opportunities for growth emerge year-round, the holiday season remains the region’s most critical sales period, with 32% of the region’s annual toy sales occurring in December, higher than any other region.
In North America, licensing leads the way. Games & Puzzles remains the highest performing supercategory, driven by trading card games and collectibles inspired by beloved pop culture franchises. Sports are gaining major ground, with the NFL ranking as the top license and FIFA as the rising star.
Europe has also experienced growth in fandom-driven collectibles and gaming purchases, but it’s more family-focused. The region ranks second-highest in the world in annual spending per child under 10, sitting at approximately $240 in 2025. As a result, Building Sets are the most sought-after supercategory, and licenses trend toward established, multi-generational properties such as Star Wars and FIFA.
Meanwhile, Asia-Pacific (APAC) is the fastest-growing region for toy sales, with Asia recording the highest increase in toy spending per child in 2025. Infant, Toddler & Preschool Toys remains the largest supercategory by market size, but it ranks fourth in recent growth, trailing behind Arts & Crafts, Explorative & Other Toys, and Action Figures & Accessories. This is due to a variety of factors, most notably China’s declining birth rate and a rise in adult toy consumers; however, increased demand for high-quality toys and educational products has led to higher average selling prices in the segment, despite a decline in sales volume.
Licenses also drive China’s toy market, but unlike its neighbors, regional entertainment properties reign supreme. Local licenses, especially those originating from gaming franchises, are fan favorites, often outperforming more established international franchises in popularity and market impact. Its most popular property is Duffy and Friends, a cult-favorite character made popular in Disney theme parks across APAC, while its top-growing license is Papergames’ otome mobile game franchise, Love and Deepspace.
Developing markets, such as those in Latin America and Asia, offer manufacturers the chance not just to participate in growth, but to shape it. Companies that identify emerging trends early and adapt to local consumer preferences have an opportunity to establish a strong foothold, build lasting brand affinity, and become category leaders, serving consumers in ways that are relevant, authentic, and differentiated.”
The impact of kidults continues in Oceania. While Building Sets remains the largest supercategory in Australia by value sales, Games & Puzzles is hot on its heels, riding the surging popularity of Pokémon and other strategic trading card games to become one of the market’s strongest growth drivers. Social media is shaping the landscape in a major way, with slime, mystery bag collectibles, and other trendy novelties posting double-digit growth.
For more information, visit circana.com.
