Circana named The LEGO Group, The Pokemon Company International, and Mattel among the top global toy companies of 2024. The leading advisor on the complexity of consumer behavior named the top toys of 2024 through its global, annual Toy Industry Performance Awards.
Winners were determined by global sales in the U.S., Europe, Canada, Brazil, and Mexico, per Circana’s Retail Tracking Service. The LEGO Group was awarded Global Toy Manufacturer of the Year, Pokémon was named Global Top Toy Property of the Year and U.S. Top Selling Property of the Year. Mattel’s Hot Wheels Singles 1:64 Assortment was awarded Global Top Selling Toy of the Year; both were named U.S. Top Selling Toy of the Year.
The LEGO Group was also the top-selling building set in America, Canada, Mexico, and Europe, with sales for the Botanicals line. In Europe, the line was named Europe’s Top Gaining Toy Property of the Year. The Lego Group was the top building set in Brazil, taking the title for the Icons McLaren MP4/4 and Ayrton Senna set.
The Hot Wheels Singles 1:64 Assortment was also awarded in other categories, including Canada’s Top Selling Toy of the Year, Canada’s top Vehicle category, Brazil’s Top Selling Toy of the Year, and Brazil’s best-selling vehicles. Hot Wheels was named Europe and Brazil’s Top Gaining Toy Property for Vehicles, Brazil’s Top Toy Property of the Year, and Mexico’s Top Gaining Toy Property by Supercategory.
In the U.S, Mattel was awarded in the Dolls category for its Barbie Dreamhouse, Games and Puzzles for UNO Card Game Assortment, Infant, Toddler, and Preschool Toys for the Fisher-Price Kick and Play Piano Gym Mat Assortment. Playmates Toys, MGA Entertainment, ZURU, Jazwares, Spin Master, and Hasbro were also awarded for their products in the U.S. supercategories.
The Pokemon Company International was awarded in Canada’s Games and Puzzles, while Mexico’s Top Gaining Toy Property of the Year was Bandai’s Bluey.
“It is exciting to once again recognize the toy industry’s top performers and shine a light on those leading our industry — whether they be brand new products or evergreen properties standing the test of time,” said Ricardo Solar, EVP of Entertainment at Circana. “These awards recognize achievements and unique successes in an increasingly competitive and challenged retail environment. We congratulate all this year’s award winners and wish them, and the entire toy industry, a prosperous 2025.”
To see the full list of this year’s top toys, visit circana.com.
