Circana: Toy Sales Grew 6 Percent from January to April 2025

The following article is based on a press release issued by Circana on June 3, 2025.

June 3, 2025 | U.S. toy retail sales from January to April 2025 grew 6 percent and units sold increased 3 percent, compared to the same four-month period in 2024. Toys was the fastest growing industry in early 2025 across all industries that Circana tracks, attributed to growth associated with new Pokémon releases and collectible sports trading cards.

According to Circana’s Retail Tracking Service, eight of the 11 supercategories posted dollar growth, including games & puzzles and explorative toys, which were driven by trading cards from popular franchises like Pokémon, One Piece, NFL, and MLB. Other supercategory growth areas included building sets, action figures, arts & crafts, youth electronics, infant/toddler/preschool toys, and vehicles.

From January to March 2025, adults (18+) were the fastest-growing and highest-spending age group, with this demographic’s toy spending up 12 percent year-over-year in Q1, totaling $1.8 billion. Interest in Pokémon remains strong, with 19 percent of adults purchasing trading cards, for collecting, resale, and gameplay.

For pricing trends, the market shows signs of polarization: Consumers are either opting for higher-priced toys ($20–$69.99) or lower-cost options under $15, while mid-tier products are seeing slower growth. Tariff-related concerns may further widen this divide according to a recent Circana study, which showed that about one-third of consumers would switch to a cheaper toy, while another third would continue buying despite price increases.

“The toy industry is showing its resiliency during a turbulent time, but will need to nimbly adapt to a retail landscape of polarized consumers and ongoing inflation concerns,” said Juli Lennett, vice president and toy industry advisor at Circana. “The good news is consumers are signaling that they will spend on the things they need and those that make them happy. For the toy industry, this can range from buying toys for themselves or as special occasion gifts for loved ones. What toy they opt for, how many they are purchasing, and where they are shopping, however, are all factors that might look different moving through 2025. My general advice to the industry is to monitor the calm but prepare for change.”