Dollar Volume & Trends by Supercategory:
| Super Category |
2021 |
2022 |
2023 |
2024 |
2025 |
2025 vs 2024
%change |
2025 vs 2021
%change |
| All Super Category |
$30.4 |
$30.6 |
$28.4 |
$28.5 |
$30.3 |
6% |
0% |
| Action Figures & Accessories |
$2.3 |
$2.4 |
$2.2 |
$2.0 |
$2.1 |
6% |
-6% |
| Arts & Crafts |
$1.5 |
$1.5 |
$1.4 |
$1.4 |
$1.5 |
5% |
-3% |
| Building Sets |
$2.7 |
$2.9 |
$3.2 |
$3.7 |
$4.3 |
15% |
57% |
| Dolls |
$3.9 |
$3.5 |
$2.9 |
$2.7 |
$2.5 |
-7% |
-36% |
| Explorative & Other Toys |
$2.3 |
$2.6 |
$2.3 |
$2.6 |
$3.1 |
20% |
36% |
| Games/Puzzles |
$3.6 |
$3.6 |
$3.6 |
$3.6 |
$4.9 |
37% |
36% |
| Infant/Toddler/Preschool Toys |
$3.8 |
$3.7 |
$3.4 |
$3.4 |
$3.3 |
-3% |
-15% |
| Outdoor & Sports Toys |
$6.0 |
$5.4 |
$4.5 |
$4.3 |
$4.0 |
-6% |
-34% |
| Plush |
$1.9 |
$2.5 |
$2.6 |
$2.6 |
$2.4 |
-8% |
26% |
| Vehicles |
$1.8 |
$1.8 |
$1.8 |
$1.9 |
$1.9 |
-1% |
2% |
| Youth Electronics |
$0.5 |
$0.5 |
$0.4 |
$0.4 |
$0.4 |
1% |
-21% |
Chart Source: Circana, LLC, Retail Tracking Service, U.S. January – December 2025. Dollar amounts shown in billions.
Detailed Sources:
*Circana, LLC, Checkout Sales Tracking, Toys, Dollars Adjusted, January – December 2025
**Circana, LLC. Retail Tracking Service, Toys, Dollars Adjusted, January – December 2025
***Circana LLC, Retail Tracking Service, U.S. Toys, Dollars Adjusted % Change, 2024 v. 2025 & 2025 v. 2021
****Circana LLC, Retail Tracking Service, Toys, Games/Puzzles, Dollars Adjusted, January – December 2025
NOTE: It is not recommended to make comparisons between the data provided above and previously posted data as each year new retailers are added to Circana’s Retail panel and adjustments are made to category hierarchies. Therefore, dollar volumes and trends may shift/change over time.
Copyright 2026. Circana, LLC All Rights Reserved. Proprietary and Confidential. Published with permission of Circana by The Toy Association.
Property of Circana and its affiliates. Licensed for use by Circana clients only. To learn more, contact Marissa Guyduy.