The global toy market showed resilience in 2024, despite a challenging economic scenario and declining birth rates. Sales in the 12 major global markets (G12), which include Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, the Netherlands, Spain, the UK, and the US, recorded a slight decline of just 0.6% compared to 2023, according to data from Retail Tracking Service from Circana, a global data tech company for consumer behavior analysis.
After four consecutive years of increases, the average toy price remained stable (-0.2%), reflecting a balance between consumers seeking savings and those willing to invest in higher-value products. Among the 11 supercategories monitored by Circana, five showed growth. Construction sets led for the fifth consecutive year, with a 14% increase, followed by exploratory toys and others (+5%), vehicles (+3%), plus plush toys, games, and puzzles, which advanced 1%.
Even in a year with fewer blockbuster films, licensed toys grew 8% and came to represent 34% of the global market. This result demonstrates the continued appeal of classic and new franchises, as well as the strength of products aimed at sports fans. Pokémon maintained its position as the best-selling toy property globally, while Barbie, Marvel Universe, Hot Wheels, and Star Wars remained at the top of the rankings. One of the highlights of the year was the rise of the LEGO Botanicalsline, which became the fastest-growing property and reflects the trend of toys aimed at adults, especially those promoting well-being and mindfulness.
Sales of collectibles grew nearly 5%, accounting for 18% of total volume and 15% of the industry’s revenue. Fashion collectible mini-figures, card games, and plush toys drove this growth, as manufacturers updated their lines to attract fans of all ages.
According to Frédérique Tutt, global toy industry consultant at Circana, toy sales in 2024 reflect a strong contrast in consumer behavior. “While some consumers made very rational decisions, buying on promotion and as needed, others clearly indulged in toys that fuel their fandom or provide themselves with some respite. Collectible toy sales have never been as high as in 2024,” she analyzes.
In the US, which represents more than half of global industry sales, the market performed even more steadily, with a decline of just 0.3% compared to 2023—a positive result considering the sharp 7% contraction recorded the previous year. Three of the 11 supercategories grew in the country, led by construction sets (+16%), driven by the LEGO Botanicalsline. Exploratory toys and others advanced 10%, boosted by the success of the NBA, while vehicles grew 2%, highlighted by the Monster Jam.
line. “Toy sales experienced stabilization in 2024 as the industry moved from a correction phase to consistency,” says Juli Lennett, Circana’s US toy industry consultant. “The stabilization of tailwinds, including growth in the adult toy market, helped balance headwinds like higher food prices and increased consumer debt. In 2025, I expect to see the toy industry shift from consistency to creativity. We have a stronger lineup of highly anticipated films in 2025 and 2026 to drive industry growth.”
“This year, we expect the global toy market to be positively impacted by box office hits and popular streaming series, continuing to fuel the appetite of young and mature consumers for toys and collectible merchandise,” adds Tutt. “These factors should help offset declining birth rates in most regions and economic uncertainty impacting consumer spending mindsets.”
