Member Exclusive: Circana’s 2025 Global Toy Report

June 25, 2025 | Circana’s 2025 Global Toy Report — 2024 Year-End Data is now available exclusively to Toy Association members.

The data highlights global market size and growth trends from 2019 to 2024; global market size by region, including North America, Europe, Asia, Africa, South America, and Oceania, over the same five-year period; annual spend per child by region; and licensed toy share based on Circana’s total country coverage.

“Global toy sales reached $111.8 billion last year, posting a 3 percent increase over 2023. Understanding where and how the toy market is growing is key to making smart business moves,” said Anne McConnell, senior director of market research & educational initiatives at The Toy Association™. “This report provides insight on go-to-market strategies and licensing decisions, helping companies stay aligned with demand and opportunity.”

Members may contact Anne McConnell to request a copy of the report.