The toy industry is proving resilient. Despite softer demand for most discretionary categories in early 2026, new data from Circana shows U.S. sales are up 13% through April compared to 2025, driven by trending licenses and formats that resonate across generations.
Of the industry’s 11 supercategories, seven posted dollar gains, according to Circana’s Retail Tracking Service. Sales increased across all ages, but adult consumers continue to dominate, accounting for 35% of total industry growth. As for gender demographics, women take the crown, representing more than 50% of overall sales.
When looking at 2026’s high-performing products and categories, the sheer power of the “kidult” consumer becomes abundantly clear. Games and puzzles led the way with 39% growth, fueled by Pokémon, followed by explorative and other toys, which increased 36%, thanks to the viral explosion of NeeDoh and the evergreen Major League Baseball. Building sets also experienced a 20% increase, driven by LEGO Botanicals and Formula 1.
The toy industry’s promising start to 2026 reflects a unique intersection of resilient demand and evolving consumer behavior. Growth is being driven by enthusiasm for trading cards, collectibles, and licensed properties across age groups, reinforcing toys as a bright spot despite broader pressure on discretionary spending.
Despite price sensitivity, Circana finds more consumers gravitate toward mid-tier and premium price points. While entry-level products face mounting pressure, higher-priced items help generate increased revenue, even as unit growth remains more moderate.
Meanwhile, sensory toys continue to gain major momentum in 2026, squeezing out triple-digit growth in both dollars and units sold. Coupled with the online popularity of NeeDoh and other squishy formats, this growth underscores how virality and social media continue to work hand in hand. For example, in the two years since its launch, TikTok Shop has grown to represent 1% of all retail sales and 3% of e-commerce sales, with toys, hobbies, and collectibles ranking as its third-largest category.
“Strong retail performance and social-driven discovery are transforming sensory toys from a niche segment into a scalable growth category,” said McLean. “Fueled by ASMR content, unboxing videos, and the excitement of hunting for limited editions, these products are resonating with consumers across age groups and reinforcing the growing influence of social commerce on toy demand.”
For more information, visit circana.com.
