Circana: U.S. toy industry starts 2026 strong
Adults remain a key driver of growth, with consumers 18 and older accounting for 35% of total industry gains through April.
Toys
Circana: U.S. toy sales rebounded in 2025
The U.S. performance mirrored global momentum, with all markets returning to growth in 2025 for the first time in Circana’s history.
Value, timing and tariffs shape Holiday toy buying in 2025
The U.S. toy industry is gaining momentum before the holidays. January–September toy sales rose 7% according to Circana.