U.S. toy industry dollar sales increased 20% from January through September 2026 compared to the same period last year, according to Circana. Unit sales grew 18%, while the average selling price increased 2%, as collectibles, trading cards, licensed merchandise, and fandom-driven purchases fueled the market.
“The toy industry is benefiting from a meaningful evolution in consumer behavior,” said Kristen McLean, Vice President of Client Insights for Circana’s Entertainment Knowledge Group. “Consumers are no longer engaging with toys solely as children’s products. They’re collecting, displaying, and using them to express personal interests, and participating in communities centered around sports, gaming, entertainment, and pop culture. While the core children’s market remains vital, these behaviors are expanding both who buys toys and the reasons they buy them.”
Ten of the industry’s 11 supercategories recorded year-over-year dollar growth, with eight also posting unit growth. Explorative and Other Toys led the gains with a 75% increase, driven by sports cards, followed by Games & Puzzles, which grew 45%, boosted by strategic trading cards including Pokémon and Magic: The Gathering. Arts & Crafts increased 23%, while Building Sets grew 17%, supported by LEGO Botanical Collection.
Consumers ages 12 and older accounted for the majority of industry growth through September. Collectible toy sales increased 56%, while licensed toy sales grew 27%. Sports properties, including World Soccer, MLB, and NFL franchises, delivered significant gains, while Pokémon remained the industry’s top property and one of its fastest-growing franchises.
Toys are also increasingly serving as lifestyle and self-expression products. Tactile and sensory toys generated $671 million in sales through September, six times the amount recorded during the same period last year. Keychain sales increased more than 200% year-to-date, reflecting demand for keychains, bag charms, plush clips, and other accessories consumers can use to personalize backpacks and handbags.
Social commerce is also influencing toy discovery and purchasing. Sales through TikTok Shop nearly tripled this year, reaching $1.6 billion and making the platform the fourth-largest toy retailer in the U.S. The channel now accounts for nearly 5% of all toy sales. Nearly half of consumers also report purchasing products after seeing them on social media.
Looking ahead to the holiday season, Circana expects collectibles, licensed merchandise, building sets, sports-related products, arts and crafts, and fandom-driven toys to remain among the strongest performers. Promotions and value will continue to matter as consumers manage household budgets, while social discovery and fandom engagement are expected to influence purchasing decisions.
Learn more at circana.com.
