Global toy sales stabilize in 2024
Circana announced the 2024 toy sales performance results across 12 global markets (G12), including Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, Netherlands, Spain, United Kingdom, and the United States. Across the G12, sales declined by 0.6% in 2024, versus 2023, according to Circana’s Retail Tracking Service.
Overview for 5 of the 11 toys super categories
In 2024, the average selling price was flat year-over-year (-0.2%), following four consecutive years of growth. Five of the 11 toys supercategories tracked by Circana experienced a year-over-year dollar sales increase within the G12. Building sets grew for the fifth consecutive year and captured the top spot in terms of both sales and growth, up 14%. Explorative and other toys also grew, by 5%, and sales of vehicles increased by 3%. The plush and games and puzzles segments each increased sales by 1%.
Licensed toy sales grew 8%
In a year with fewer blockbuster films, licensed toy sales grew 8% and accounted for 34% of the total toy market. These positive results highlight both the continued appeal of new and evergreen, or sometimes nostalgia-based franchises, as well as sports-driven merchandise in driving sales. Pokémon retained its crown as the top-selling toy property globally, followed by familiar classics like Barbie, Marvel Universe, Hot Wheels, and Star Wars. Notably, LEGO Botanicals emerged as the top gaining property, reflecting the trend towards toys targeted at adult consumers, tapping into the mindfulness trend and toys for better mental health.
Appealing to fans of all ages
Sales of collectible toys grew almost 5% to represent 18% of overall volumes and 15% of value sales. On-trend small collectibles figures, trading card games, and plush toys fueled sales year-round thanks to some manufacturers refreshing product lines to appeal to fans of all ages.
U.S. toy market snapshot
Looking at the U.S. market specifically, which accounts for more than half of toy sales across the G12, year-over-year dollar sales were flat, slightly outperforming the G12 with sales down 0.3%. Decline rates across dollars and units have slowed substantially compared to the big drop in 2023 when dollars declined by 7%.
In 2024, three of the 11 supercategories posted dollar growth in the U.S. In line with the G12, building sets was the fastest-growing, up 16%, driven by LEGO Botanicals. Sales of explorative and other toys grew by 10%, led by NBA, and vehicles increased by 2% driven by Monster Jam.