CHICAGO -- The U.S. toy industry delivered its strongest first-half performance in six years, Circana LLC reported today.
On a dollar basis, sales increased 17% from the first half of 2025. Unit sales increased 12%. The average selling price was up 4%. Circana singled out demand for trading cards, collectibles, licensed products, and fandom-driven play.
"The first half of 2026 demonstrated that the toy industry's growth story reflects both the extraordinary performance of trading cards and strength across several other key areas of the market," said Kristen McLean, vice president of client insights for Circana’s entertainment knowledge group.
"Beyond trading cards, consumers continued to gravitate toward collectibles, sensory toys, licensed products, and hobby-oriented play, underscoring the broad appeal of toys despite ongoing affordability pressures," she said. "These trends are helping expand toy engagement across a much wider consumer base than the industry has historically served."
Eight of the 11 toy “super categories” tracked by Circana posted dollar growth through June, led by a 58% increase in products in the explorative and other toys category and a 45% increase in the games and puzzles category. This growth was fueled primarily by trading cards, collectibles, and sports-themed merchandise.
Sales of building sets increased 22% through June; arts and crafts sales were up 20%, and sales of action figures and accessories increased 10%.
Licensed toys continued to outperform the broader market, with sales up 24% compared with 2025's first half. The category accounted for 39% of toy sales through June, Circana said.
Sports-related properties emerged as a defining theme of 2026, driven in part by the 2026 FIFA World Cup as well as properties riding the popularity of U.S. professional sports leagues.
Toy category growth continues to be fueled by older consumers. Adult-only households accounted for 55% of toy sales, an increase of 16% from the first half of 2025. Toy sales for adults ages 18 and older increased 25%, making this cohort the largest contributor to industry growth. Meanwhile, shoppers aged 12 to 17 were the fastest-growing recipient group, with sales increasing 33%.
"We're seeing toys increasingly function as hobbies, fandom ecosystems, and social experiences rather than traditional children's products," McLean said. "That's expanding the consumer base and creating new opportunities for manufacturers and retailers that understand how to engage collectors, enthusiasts, gifters, and self-purchasers."
What to watch this holiday season
As the holiday season approaches, collectibles, licensed products, gaming-related properties, building sets, sports-themed items, and other hobby-oriented categories are expected to remain growth drivers, Circana said, although affordability pressures, tariffs, inflation, and price increases are factors remain to monitor.
“The toy industry heads into the holiday season with strong momentum," McLean said. "The industry's ability to maintain relevance through licensing, fandom, collectability, and community-driven engagement has positioned it well for continued growth, but pricing and affordability will remain important watchpoints as we move through the balance of the year."
