Global toy sales stabilized in 2024 with a decline by 0.6% in 2024. The report comes from report by Circana, the leading advisor on the complexity of consumer behavior.
The company studied 12 global markets, including Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, Netherlands, Spain, United Kingdom, and the United States as part of its findings. Five of the 11 toy supercategories tracked by Circana saw year-over-year dollar sales increase.
Among the gains were a 14% growth for building sets for the fifth consecutive year, a 5% increase in explorative toys, and a 3% increase for vehicles. Plush and games increased by 1%. LEGO Botanicals was one of the best-selling toys of the year, and licensed toy sales increased by 8%, despite fewer blockbuster films in 2024, and accounted for more than a third of the total toy market with 34% of all toy sales. Hot IPs last year included Pokémon, the top-selling toy property, Barbie, Marvel, Hot Wheels, and Star Wars.
“Toys sales in 2024 reflect a strong contrast in consumer behavior — between shoppers making very rational decisions, buying on deals and on an as needed basis, whilst at the same time clearly indulging on feel-good toys to fuel their fandom or to give themselves some respite,” said Frédérique Tutt, Global Toys Industry Advisor at Circana. “Sales of collectible toys have never been as high as in 2024.”
Collectibles grew 5% last year to take 18% of the total market. Figures, trading card games, and plush helped increase year-round sales.
“This year we expect the global toy market to be positively impacted by the box office and popular series’ on streaming platforms, continuing to fuel young and mature consumer appetites for toys and collectible merchandise,” said Tutt.
To learn more about Circana and its research, visit circana.com.
Trending Products
