According to Circana's latest data, for the first time in history, all countries in the 12 major markets it tracks (the United States, Canada, Germany, United Kingdom, France, Italy, Spain, Netherlands, Belgium, Australia, Brazil, Mexico) have achieved growth. The total sales of toys in 12 countries increased by 7% year-on-year, with a total sales growth of 3% and an average selling price increase of 3% - marking a comprehensive recovery in the industry.
Among the 12 countries, the Netherlands has the fastest growth rate (+15%), while Brazil has the smallest growth rate (+2%). The toy sales in the world's largest market, the United States, increased by 6% year-on-year, while the toy markets in Europe, the United Kingdom and France, increased by 6% and 7.1% respectively.
Among the 11 major toy categories, 6 categories achieved year-on-year sales growth in the toy markets of 12 countries, mainly driven by four categories: authorized toys, collectible toys, building blocks, and puzzle games. Together, they form a new engine for global toy consumption. Among them, puzzle games grew the fastest (+30%), while building blocks continued to grow for the sixth consecutive year, with a growth rate of 18%.
By 2025, authorized toy sales will grow by 15%, accounting for 37% of the global market, reaching a historic high. The rich content updates in movies, games, and streaming media have made toys an important extension of fan culture. Pok é mon continues to be the world's top toy IP, followed closely by Wheel of Fire, Marvel Universe, Barbie, and Star Wars. The charm of IP lies not only in the content itself, but also in the emotional connections and cultural identity they provide.
By 2025, the global sales of collectibles will achieve a significant growth of 32%, accounting for nearly 19% of the total sales of the toy industry. Whether it's blind boxes, figurines, or collectible cards, their wide price range reduces the entry barrier. In addition, the product itself has strong display value and social communication attributes, and can effectively meet consumers' dual needs for "collection achievement" and "emotional companionship", promoting the toy collection track to become one of the fastest-growing and most promising sub markets in the toy industry
