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Our industry reports are packed with actionable content to help you move your business forward. All reports are available to eligible Toy Association members upon request by contacting Anne McConnell. 

NEW: U.S. Toy Industry January to July 2025 Review - Executive Summary

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The data was originally presented by Juli Lennett, vice president and industry advisor of toys at Circana during The Toy Association’s LA Fall Preview Market Week. The U.S. Toy Industry January – July 2025 Review, Executive Summary offers critical insights into the evolving U.S. toy market and covers key metrics from January through July 2025.

The report is available upon request to eligible members by contacting Anne McConnell.

Power Moves in Licensing 2025

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This report from The Insights Family provides information on what’s trending, what’s emerging and what’s driving demand among kids across the Americas/Europe, Middle East and Africa/Asia Pacific. It includes information on the fastest growing brands, IP’s, and influencers among kids and teens by region; licensing trends in terms of food, fandom and local heroes; demand for licensed products across categories such as TV shows, video games, films and characters; and more.

The report is available to members by contacting Anne McConnell.

A Deep Dive into the 2025 Holiday Season for 6-12 Year Olds

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This special Deep Dive, from SuperAwesome’s Holidays Unwrapped: Family, Fandoms and the ’25 Wishlist is based on feedback from their Family Influence Tracker and addresses parental expected spend on gifts the upcoming holiday season, what influences kids’ wish lists, what they will be asking for, the impact of their wish list on parent purchase decisions, what’s important to kids about the holiday season and more.

The report is available to members by contacting Anne McConnell.

The June 2025 Global Toy Trends Presentation Made to ICTI

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Circana's Global Toy Trends Overview provides an update on latest global toy trends, including: 2024 global sales, market size by age group trended, annual spend per child and developed vs developing countries’ sales. The report also addresses 2025 G12 global toy performance year-to-date April 2025, including: top properties, licensing trends, key drivers and more.

The report is available upon request to eligible members by contacting Anne McConnell.

The American Kid Consumer and Media Lives 2024 and Holiday Shopping

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This research from BrandTrends explores kids’ daily routines and play habits, use of screens and digital media, kids and apps, reading behavior, pocket money spend, collections, entertainment brands and characters, favorite super-heroes, consumer behavior and holiday 2024 shopping trends.

BrandTrends Report - Fall 2024

This research offers insights into relative awareness, popularity and merchandise appeal of the leading entertainment brands and characters among kids 0-14 years old.

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2024 Toy Buyer Behavior and Industry Overview

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This report is based on a custom study commissioned by the Toy Association that is paired with Circana’s longitudinal consumer insights. The report provides an understanding into what factors have the most influence on toy shoppers. This study includes retail preferences; differences between casual versus heavy toy buyers; and drivers of purchase decisions, such as recommendations, reviews, and social media. Among other topics, the report also covers how sustainability and diversity, equity, and inclusion play a role in toy purchases.

The report is available upon request exclusively to members by contacting Anne McConnell.

Circana’s 2025 Global Toy Report (2024 year-end data)

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The report includes:

  • Global market size and trend data from 2019 to 2024
  • Global market size by region over time
  • Annual spend per child by region over time
  • Super category percent share based on Circana total country coverage
  • Licensed toy share

The report is available to members upon request.

What’s in a Name? Trademarks and the Toy Industry

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This white paper from Carter, DeLuca & Farrell, LLP explores the fundamentals of trademarks, why they matter in the toy industry, the importance of registration, key benefits of federal trademark registration, state vs. federal registration, selecting a strong trademark with examples of trademark categories, the registration process, and best practices for creative entrepreneurs.

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