The global toy market showed resilience in 2024, even in the face of a challenging economic scenario and the decline in the birth rate. Sales in the 12 main global markets (G12), what includes Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, Netherlands, Spain, United Kingdom and United States, they recorded a slight contraction of only 0,6% compared to 2023, according to data fromRetail Tracking Service from 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 savings and those willing to invest in higher value-added products. Among the 11 supercategories monitored by Circana, five recorded growth. Construction sets have led for the fifth consecutive year, with an increase of 14%, followed by exploratory toys and others (+5%), vehicles (+3%), besides stuffed animals, games and puzzles, that advanced 1%
Even though, during a year with fewer blockbuster movies, licensed toys grew by 8% and now account for 34% of the global market. This result demonstrates the ongoing appeal of classic and new franchises, in addition to the strength of products aimed at the sports audience. 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 ranking. One of the highlights of the year was the rise of the lineLEGO Botanicals, that became the fastest-growing property and reflects the trend of toys aimed at adults, especially those that promote well-being and mindfulness
Sales of collectibles grew by almost 5%, representing 18% of the total volume and 15% of the sector's revenue. Small collectible fashion dolls, card games and plush toys drove this growth, as manufacturers updated their lines to attract fans of all ages
For Frédérique Tutt, global consultant for the toy industry of Circana, toy sales in 2024 reflect a strong contrast in consumer behavior. "While some consumers made very rational decisions, buying on sale and according to need, others clearly indulge in toys that are good for feeding their fandom or to give themselves some rest. "Sales of collectible toys have never been as high as in 2024", analysis
In the United States, that represent more than half of the global sales in the sector, the market showed an even more stable performance, with a drop of only 0,3% compared to 2023, a positive result considering the strong contraction of 7% recorded in the previous year. Three of the 11 supercategories grew in the country, led by construction sets (+16%), driven by the lineLEGO Botanicals. Exploratory toys and others increased by 10%, driven by the success of the NBA, while vehicles grew by 2%, with emphasis on the lineMonster Jam.
Toy sales experienced stabilization in 2024, as the industry moved from a state of correction to consistency, says Juli Lennett, consultant for the toy industry at Circana in the USA. "The stabilization of favorable winds", including the growth in the adult toy market, helped to balance the headwinds, with higher food prices and rising consumer debt. In 2025, I hope we see the toy industry move from consistency to creativity. We have a stronger movie lineup, highly anticipated in 2025 and 2026, to stimulate the growth of the industry
"This year", we hope that the global toy market will be positively impacted by box office hits and popular series on streaming platforms, continuing to feed the appetite of young and mature consumers for toys and collectible merchandise, complete Tutt. These factors should help offset the declining birth rates in most regions and the economic uncertainty that impacts consumer spending mentality.”
