After three years of declines, the global toy business returned to growth in 2025, fueled by pop culture momentum, licensed products, and rising engagement from teens and adults. Across Circana’s G12 markets — Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, the Netherlands, Spain, the United Kingdom, and the United States — toy sales climbed 7% in dollars year over year, while units rose 3% and average selling prices (ASP) increased 3%.
For the first time since Circana began tracking the market, every G12 country posted gains. The Netherlands led with sales up 15%, while Brazil recorded the smallest increase at 2%. Six of 11 toy supercategories delivered dollar growth, led by Games & Puzzles, which jumped 30%. Building Sets also continued their run, posting growth for the sixth straight year with sales up 18%.
“Around the world, the toy market experienced an exceptional year, driven by strong consumer enthusiasm for licensed products, collectibles, construction toys, and games,” said Frédérique Tutt, Global Toys Industry Advisor at Circana. “This positive performance marks a pivotal turning point for the industry, signaling that toys have reasserted their role as affordable entertainment and cultural touchpoints for consumers of all ages. From children to adults, toys are attractive products synonymous with fun, screen-free enjoyment, and social connection, meeting a growing desire for wellbeing and self-expression.”
Licensed toys grew 15% and now represent 37% of global toy sales, the highest level on record. Pokémon remained the top global property, followed by Hot Wheels, Marvel Universe, Barbie, and Star Wars. Collectibles surged 32% and now account for nearly 19% of total sales worldwide.
Another major driver came from older consumers. Nearly 40% of European shoppers reported buying toys for themselves or another adult in 2025, with Adult and Card Games, trading cards, and collectible figures among the fastest-growing segments.
“Following the momentum regained in 2025, 2026 aims to turn this rebound into long-term, sustainable growth,” Tutt added. “The market will build on the strength of licenses, collaborations, year-round purchasing, and continued innovation and digitalization to deliver richer consumer experiences. The brands that win will be those that balance joy, value, and relevance across generations.”
For more insights from Circana, check out the 2026 edition of The BIG Toy Book, available February 14.
