Circana: Toy unit sales increase 5% to start 2026
Despite shaky consumer sentiment, the U.S. toy industry is off to a strong start to the year.
New data from Circana reveals that the toy category posted 13% dollar growth from January through April compared to the same period last year. Unit sales increased by 5%, while average selling price (ASP) grew by 7%.
Seven of the 11 "supercategories" tracked by Circana posted dollar gains, with the majority posting growth in dollars, units and ASP. The top-performing segments were games and puzzles (39% year-over-year increase), driven by Pokémon; explorative and other toys (36%), led by Major League Baseball (MLB) and NeeDoh; and building sets (20%), driven by LEGO Botanicals and Formula 1 sets.
“The toy industry’s promising start to 2026 reflects a unique intersection of resilient demand and evolving consumer behavior,” said Kristen McLean, VP of client insights for Circana’s entertainment knowledge group. “Growth is being driven by enthusiasm for trading cards, collectibles, and licensed properties across age groups, reinforcing toys as a bright spot despite broader pressure on discretionary spending.”
Toy sales for all ages and genders grew, but Circana noted that more than 50% of overall industry growth came from female recipients. In general, toy consumption continues to be driven by adults, as consumers aged 18 and up accounted for more than a third (35%) of total industry growth through April.
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Additional highlights from Circana’s data include the following:
- The toy market is seeing a clear shift toward mid-tier and premium price bands, while entry-level price points are under pressure.
- Sensory-driven play continues to be a standout growth driver within the toy industry, with squishy toys seeing significant momentum in 2026. Squishy toys delivered triple-digit growth this year through April, in terms of both dollars and units sold.
- In just two years, TikTok Shop has grown to represent 1% of total retail sales and 3% of e-commerce sales, with toys, hobbies, and collectibles ranking as the third-largest category on the platform.
“Strong retail performance and social-driven discovery are transforming sensory toys from a niche segment into a scalable growth category,” said McLean. “Fueled by ASMR content, unboxing videos, and the excitement of hunting for limited editions, these products are resonating with consumers across age groups and reinforcing the growing influence of social commerce on toy demand.”
