Circana: U.S. toy sales rebounded in 2025

NEW YORK — The U.S. toy industry experienced a sharp rebound in 2025 after three years of decline, as consumers favored licensed products, collectibles, games, and building sets, according to new data from Circana.

Dollar sales in the U.S. increased by 7% year over year, while unit sales went up by 3%, supported by a 3% rise in average selling price. Circana stated that toys gained from a renewed focus as affordable entertainment, providing screen-free engagement, social connection, and emotional value for both children and adults.

The U.S. performance reflected broader global momentum, with all tracked markets returning to growth in 2025 for the first time in Circana’s history.

Games, building sets gain traction

Several major toy segments experienced strong growth in the U.S. market. Games & Puzzles led the way, driven by continued interest in family activities and social gaming. Building Sets also kept up their multi-year expansion, increasing for the sixth straight year as consumers favored products that combine creativity, collectability, and lasting play value.

Overall, six of the industry’s 11 toy supercategories experienced year-over-year dollar sales growth, indicating a broad recovery rather than dependence on a single category.

Licensed toys were a key growth driver in the U.S., boosted by strong performance from movies, streaming content, and video games. Globally, licensed toy sales increased by 15% and made up 37% of total toy sales, the highest ever recorded, with the U.S. being one of the largest and most influential markets.

Pokémon remained the top toy property in the U.S. and worldwide, followed by franchises like Hot Wheels, Marvel Universe, Barbie, and Star Wars. Collectibles associated with these brands continued to gain momentum, with the collectibles segment growing 32% and nearing one-fifth of total toy sales globally.

Adult buyers reshape the category

A major shift in the U.S. market was the increasing number of “kidult” consumers, defined as shoppers aged 12 and older who buy toys for themselves. Adult board games, trading cards, and collectible figures became some of the fastest-growing categories, showing that toys are now more about lifestyle, fandom, and self-expression rather than just children’s products.

“Around the world, the toy market experienced an exceptional year,” said Frédérique Tutt, global toys industry advisor at Circana. She noted that toys have reaffirmed their status as cultural touchpoints that bring joy and value across all age groups.

Outlook for 2026

Looking ahead, Circana said the U.S. toy industry will aim to turn the 2025 rebound into sustainable, long-term growth. Key strategies include forming deeper licensing partnerships, boosting collaboration with entertainment properties, supporting year-round purchasing, and continuing innovation and digitalization.

“The brands that win will be those that balance joy, value, and relevance across generations,” Tutt said, adding that sustained success will depend on meeting evolving consumer expectations well beyond the holiday season.