NPD Group Reveals 2021 Toy Industry Performance Awards Winners

LEGO Star Wars: The Mandalorian The Child was the top-selling building set in the U.S. in 2021, per NPD | Source: The LEGO Group

The U.S. toy industry is coming off of a record year, and now, The NPD Group is honoring the biggest performers in the U.S. and beyond.

This week, the leading retail tracking service dropped the curtain on the winners of the 2021 Toy Industry Performance Awards. The annual presentation honors the best-selling toys, properties, and manufacturers globally* and in the U.S., Canada, Mexico, Brazil, and Europe. Check out the global winners along with the honorees for the U.S. and Canada below.

Global Top Toy Manufacturer of the Year

The LEGO Group

Global Top Toy Property of the Year

Barbie (Mattel)

Global Top Selling Toy of the Year

Hot Wheels 1:64-scale Die-cast Singles Assortment (Mattel)

U.S. Top-Selling Property of the Year

Pokémon (The Pokémon Co. International)

U.S. Top-Selling Toy of the Year

Hot Wheels 1:64-scale Die-cast Singles Assortment (Mattel)

U.S. Top-Selling Toy by Supercategory

Action Figures & Accessories: DC Comics Super Heroes Multiverse 7-inch Figure Assortment (McFarlane Toys)
Arts & Crafts: Kinectic Sand 2lb Color Assortment (Spin Master)
Building Sets: Star Wars: The Mandalorian The Child (The LEGO Group)
Dolls: Barbie Dreamhouse (Mattel)
Explorative & Other Toys: 5 Surprise Mini Brands Mystery Assortment (ZURU)
Games & Puzzles: Pokémon Celebrations Elite Trainer Box (The Pokémon Co. International)
Infant/Toddler/Preschool: Fisher-Price Kick And Play Piano Gym Assortment (Mattel)
Outdoor & Sports: Dirt Rocket MX350 Motorbike 24v (Razor)
Plush: 10-inch CoComelon Musical Bedtime JJ (Jazwares)
Vehicles: Hot Wheels 1:64-scale Die-cast Singles Assortment (Mattel)
Youth Electronics: Hatchimals Pixies Crystal Flyers Magical Flying Pixie Assortment (Spin Master)

Canada Top Toy Property of the Year

Pokémon (The Pokémon Co. International)

Canada Top-Selling Toy of the Year

Hot Wheels 1:64-scale Die-cast Singles Assortment (Mattel)

Canada Top-Selling Toy by Supercategory

Action Figures & Accessories: DC Comics Super Heroes Multiverse 7-inch Figure Assortment (McFarlane Toys)
Arts & Crafts: Play-Doh Single Tub (Hasbro)
Building Sets: Super Mario Brothers Adventures Starter Course (The LEGO Group)
Dolls: Barbie Dreamhouse (Mattel)
Explorative & Other Toys: 5 Surprise Mini Brands Mystery Assortment (ZURU)
Games & Puzzles: Pokémon Celebrations Elite Trainer Box (The Pokémon Co. International)
Infant/Toddler/Preschool: PAW Patrol Basic Vehicle & Pup Assortment (Spin Master)
Outdoor & Sports: SpikeBall Combo Meal Set (SpikeBall)
Plush: Beanie Boos Regular Assortment (Ty)
Vehicles: Hot Wheels 1:64-scale Die-cast Singles Assortment (Mattel)
Youth Electronics: Hatchimals Pixies Crystal Flyers Magical Flying Pixie Assortment (Spin Master)

*Global includes the U.S., Canada, UK, Germany, France, Italy, Spain, Belgium, the Netherlands, Russia, Mexico, Brazil, and Australia.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.