Circana’s 2026 Global Toy Report — 2025 Year-End Data is now available exclusively to Toy Association members.

The data highlights global market size and growth trends from 2020 to 2025; 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; supercategory percent share based on Circana total country coverage; and licensed toy share based on Circana’s total country coverage.

“Global toy sales reached $123 billion last year, an 8 percent increase over 2024. 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 can help manufacturers develop go-to-market strategies and licensing decisions to stay aligned with demand and opportunity.”

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