Circana Reports First Half 2025 U.S. & Global Toy Industry Performance

The following article is based on a press releases issued by Circana on August 5 (U.S.) and August 11 (global).

August 11, 2025 | From January through June 2025, U.S. toy industry dollar sales increased 6 percent, units sold were up 3 percent, and average selling price (ASP) grew by 3 percent, compared to the same 6-month period in 2024, according to Circana. ASP was previously flat for three consecutive years.

Seven of the 11 supercategories that Circana tracks posted dollar growth. Games and puzzles led the way with a 39 percent increase, fueled by Pokémon trading cards, while explorative toys rose 19 percent on the strength of NFL trading cards. Other growth areas included youth electronics (9 percent), action figures (8 percent), building sets (7 percent), arts and crafts (4 percent), and vehicles (2 percent).

Licensed toys, which account for more than one-third (37 percent) of all U.S. toy sales, grew by nearly four points compared to the first half of 2024, with sales climbing 18 percent. All of the top growth properties so far this year are tied to licensing, entertainment content, or movie releases. Video game brands were especially strong, with Pokémon, Final Fantasy, and Minecraft among the top ten gainers; Minecraft also benefitted from a movie release in 2025. Other popular movie-based licenses contributing to sales growth included Formula 1, Lilo & Stitch, and Sonic the Hedgehog.

Demographic trends also point to a widening consumer base. Adults remain a powerful driver of market gains, with sales for recipients ages 18 and older up 18 percent, split nearly evenly between men and women. Toy sales for 3- to 5-year-olds reversed last year’s decline to post growth in the first half of 2025.

“The toy industry is showing strength during this period as consumers are holding their breath and waiting for higher prices to kick in,” said Juli Lennett, vice president and toy industry advisor at Circana. “This resilience is especially important as we set our sights on the holiday season and what categories are critical for the consumer to bring joy to their loved ones.”

Global Toy Industry
Global toy industry sales also rose, with dollar sales increasing 7 percent, units sold growing by 4 percent, and ASP rising by 3 percent from January to June 2025 versus the same period last year. The data is based on retail sales performance figures across the 12 global markets (G12) that Circana tracks, including Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, Netherlands, Spain, the UK, and the U.S.

Seven of the 11 supercategories tracked by Circana experienced year-over-year sales increases within the G12. Games and puzzles grew the fastest (up 36 percent), followed by explorative and other toys (up 13 percent) and building sets (up 12 percent). The top five gaining segments in the toy market include strategic trading card games, standard building sets, non-strategic trading card games, action figure collectibles, and action figures, all reflecting a strong consumer appetite for collectibles and licenses across age groups. Collectibles are a driving force for the toy market, with first half sales up 35 percent globally, as toy manufacturers innovate in this space and leverage social media to promote their brands.

Entertainment licenses are also playing a key role in the toy market’s growth. Licensed toy sales grew by 17 percent globally and now account for 35 percent of all global toy sales. Pokémon remains the top property for the fourth consecutive year, with sales doubling compared to last year. Other leading properties include the NFL, Marvel, Hot Wheels, and Star Wars, showcasing the wide variety of licensed toys that are popular in the market.

“The toy market is in healthy shape, with solid demand for toys and games; however, as an industry we must remain vigilant of the uncertainties surrounding U.S. tariffs and their impact on pricing and supply chains,” said Frédérique Tutt, global toys industry advisor at Circana. “As the second half of the year accounts for over 60 percent of annual toy sales, the industry has reason to be optimistic about continued growth, but must also remain cautious and strategic as the holiday season draws near.”