Circana: Global toy sales increased 7% in 2025
Despite economic headwinds, the global toy industry staged a strong comeback in 2025.
That’s according to the latest data from Circana, which found that across 12 global markets (G12), year-over-year toy sales increased by 7% in value and units sold grew 3%, as average selling price rose 3%.
Circana says that for the first time in its tracking history, all G12 countries posted toy sales growth in 2025. The Netherlands posted the fastest growth, up 15%, while the slowest gains came from Brazil at 2%.
Six of the 11 toy "super categories" experienced year-over-year dollar sales gains within the G12 markets. Games & puzzles grew the fastest, up 30%, while building sets grew for the sixth-consecutive year, up 18%. Collectibles grew 32%, and now account for almost 19% of all dollar sales globally.
“Around the world, the toy market experienced an exceptional year, driven by strong consumer enthusiasm for licensed products, collectibles, construction toys and games,” said Frédérique Tutt, global toys industry advisor at Circana. “This positive performance marks a pivotal turning point for the industry, signaling that toys have reasserted their role as affordable entertainment and cultural touchpoints for consumers of all ages. From children to adults, toys are attractive products synonymous with fun, screen-free enjoyment, and social connection, meeting a growing desire for wellbeing and self-expression.”
Nearly 40% of European consumers reported purchasing toys for themselves or another adult in 2025. Adult and card games, trading cards and collectible figures ranked among the fastest growing segments.
Circana says this “demographic evolution” underscores the toy industry’s expanding role beyond traditional play, and that the category is shifting towards lifestyle, fandom and self-expression products.
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“Following the momentum regained in 2025, 2026 aims to turn this rebound into long-term, sustainable growth,” said Tutt. “The market will build on the strength of licenses, collaborations, year-round purchasing, and continued innovation and digitalization to deliver richer consumer experiences. The brands that win will be those that balance joy, value and relevance across generations.”
Circana’s report included toy sales data from Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, Netherlands, Spain, the United Kingdom, and the United States.
