Global toy market remains stable in 2024 and reinforces trend for collectibles

The global toy market showed resilience in 2024, even in the face of a challenging economic scenario and declining birth rate. Sales in the 12 major global markets (G12), which includes Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, the Netherlands, Spain, the United Kingdom and the United States, recorded a slight decrease of only 0.6% compared to 2023, according to data from the Retail Tracking Service circana, global data tech company for consumer behavior analysis.

After four consecutive years of increase, the average price of toys remained stable (-0.2%), reflecting a balance between consumers seeking economy and those willing to invest in higher value-added products. Among the 11 supercategories monitored by Circana, five registered growth. The construction sets led for the fifth consecutive year, with a high of 14%, followed by exploratory toys and others (+5%), vehicles (+3%), as well as plushies, games and puzzles, which advanced 1%.

Although, during a year with fewer big-box movies, 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 the sports audience. Pokemon maintained its position as the best-selling toy property globally, while Barbie, Marvel Universe, Hot Wheels and Star Wars followed at the top of the ranking. One of the highlights of the year was the rise of the line LEGO Botanicals, which has become the fastest growing property and reflects the trend of adult-oriented toys, especially those that promote well-being and mindfulness.

Collectibles sales grew by almost 5%, representing 18% of total volume and 15% of industry turnover.Small collectible fashion dolls, card games and plushies drove this growth as manufacturers upgraded their lines to attract fans of all ages.

For Frederique Tutt, global consultant in the Circana toy industry, toy sales in 2024 reflect a strong contrast in consumer behavior. “While some consumers have made very rational decisions, buying in promotions and as needed, others clearly indulge in toys that do well to feed their fandom or to give themselves some rest. Sales of collectible toys have never been as high as in 2024”, she analyzes.

In the United States, which represents more than half of the global sales of the sector, the market presented an even more stable performance, with a fall of only 0.3% compared to 2023, a positive result considering the strong retraction of 7% registered in the previous year. Three of the 11 supercategories grew in the country, led by the construction sets (+16%), driven by the line LEGO Botanicalsexploratory and other toys advanced 10%, driven by NBA success, while vehicles grew 2%, highlighting the line Monster Jam's.

“Toy sales experienced a stabilization in 2024 as the industry moved from a correction state to” consistency, says Juli Lennett, a consultant to the Circana toy industry in the US. “Sa stabilization of favorable winds, including growth in the adult toy market, helped balance headwinds with higher food prices and increased consumer debt.In 2025, I expect we will see the toy industry move from consistency to creativity. We have a stronger film schedule, highly anticipated in 2025 and 2026, to spur industry growth.

This year, we expect the global toy market to be positively impacted by box office and popular series on streaming platforms, 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 the economic uncertainty impacting consumer spending mindset