New Circana data on the global toy industry reveals growth and new opportunities

Circana has published new data on the global toy, highlighting how different regional trends and consumer preferences are creating distinct pathways for growth and new opportunities.

The global market grows

In the North American, Latin American (Latam), European and Asia-Pacific (Apac) markets monitored by Circana, toy sales grew by 9,5% in the 12 months ending in June 2026, compared with the previous year. Growth also accelerated over the last six months, with a 14% increase in value sales in the first half of the year 2026 (January–June) compared with the same period in 2025.

“While the global toy industry continues to be united by consumers’ passion for play, today’s market is increasingly characterised by local dynamics,” said Frédérique Tutt, Circana’s global toys industry advisor. “To succeed in the toy market, it is necessary to understand not only what is trending globally, but also how preferences relating to categories, licences, seasonality and fandom vary from region to region.”

North America: licences and collectibles drive consumer spending

In North America, entertainment properties based on licensed brands continue to be among the main factors influencing spending in the toy industry. Trading card games, collectibles and purchases linked to major franchises continue to create significant opportunities for manufacturers seeking to build lasting engagement among enthusiasts.

The region’s retail landscape continues to reward brands capable of connecting physical products with broader entertainment experiences, reinforcing the importance of intellectual property as a key driver of growth.

Latin America continues to rank among the most dynamic regions

LatinAmerica continues to emerge and establish itself as one of the most dynamic regions for growth in the toy industry, outperforming the European market. Confirming the region’s growing importance, Circana recently expanded its global coverage for measuring toy retail trends to include point-of-sale data from Chile and Peru, thereby offering the industry a deeper view of the Latam region.

This expanded coverage further strengthens Circana’s ability to provide a complete view of toy performance in the world’s major markets.

Growth in the Latam region is supported by a distinctive mix of category preferences, which differ significantly from broader global trends and continue to evolve as the market develops. The dolls are the region’s leading supercategory in terms of value sales, unlike North America, where games & and puzzles rank first, and Europe, where the leading supercategory is building sets.

The region is also home to emerging areas with particularly rapid growth potential. Trading card games remain an underdeveloped segment, but are recording significant increases, confirming the incredible success of a summer dominated by football. It is also interesting to note that miniature vehicles continue to perform above average in Latam compared with other major markets, highlighting distinctive ways of playing that make the region unique.

The Latam region also has distinctive seasonal characteristics. December accounted for 32% of the region’s annual toy sales, with an even higher percentage in Chile and Peru: this is a significantly greater concentration than in any other region.

Although the festive period remains essential, the market’s further expansion offers manufacturers and retailers the opportunity to build engagement throughout the year through licences, collectibles and new play-related trends.

Europe: established categories drive sales

In Europe, demand for toys continues to benefit from resilient household spending and the strength of established categories. European consumers continue to demonstrate consistent engagement, with the world’s second-highest level of annual spending per child under the age of 10 years, at approximately 240 dollars in 2025.

The region also reflects broader global trends towards collectibles, products related to gaming and purchasing behaviour driven by fandom, creating opportunities for brands with strong intellectual property portfolios capable of appealing to multiple generations.

Asia-Pacific: rising consumer spending fuels growth potential

The toy market in the Apac region continues to demonstrate strong long-term growth potential, with rising consumer spending and engagement in play activities. According to Circana’s Global Toy Report , Asia and Oceania are the fastest-growing regions for toy sales, and Asia recorded the largest increase in spending per child on toys in 2025.

In China, adult consumers continue to represent an important growth segment, with arts & and crafts (creative activities), explorative & and other games and action figures & and accessories establishing themselves as the three fastest-growing supercategories.

Infant, toddler & and preschool toys (toys for babies, toddlers and preschool children) remains the leading supercategory by market size, but ranked fourth in terms of growth, alongside the decline in China’s birth rate. However, the category has shown remarkable resilience, supported by increasing consumer demand for higher-quality and educational products. As a result, the average selling price (Asp) has increased despite the decline in sales volumes.

Although the Chinese toy market is also influenced by licensed products, its licensing landscape differs significantly from that of many other global markets. Local licences, particularly those originating from video game franchises such as Love and Deepspace, have become important drivers of growth, surpassing many established international entertainment properties in terms of consumer popularity and market impact.

The Australian toy market continues to record strong growth, with building sets maintaining their position as the leading supercategory in terms of value sales. Games & and puzzles have emerged as one of the market’s leading driving categories, supported primarily by the popularity of strategic trading card games and the enduring success of Pokémon.

The Australian market also benefits from strong momentum in trend-driven categories, often originating on social media, with slime, blind packs and collectibles recording double-digit growth. Together, these trends reflect consumers’ growing preference for interactive, collectible and fandom-related play experiences.

“Developing markets, such as those in Latin America and Asia, offer manufacturers the opportunity not only to participate in growth, but also to help shape it,” said Tutt. “Companies that identify emerging trends early and adapt their offering to local consumer preferences have the opportunity to establish a leading position, build strong brand affinity and become category leaders by meeting consumer needs in a relevant, authentic and distinctive way.”

This content was translated with the assistance of artificial intelligence.