Circana has revealed 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.
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% 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.
Sales of collectable toys grew almost 5% to represent 18% of overall volumes and 15% of value sales. On-trend small collectables figures, trading card games and plush toys fueled sales year-round.
“Toy sales in 2024 reflect a strong contrast in consumer behaviour – between shoppers making very rational decisions, buying on deals and on an as needed basis, while at the same time clearly indulging on feel-good toys to fuel their fandom or to give themselves some respite,” commented Frédérique Tutt, global toys industry advisor at Circana. “Sales of collectable toys have never been as high as in 2024.
“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 collectable merchandise. These factors should help make up for the declining birth rates across most regions and economic uncertainty impacting consumers’ spending mindset.”
Circana also announced its annual global toy industry performance award winners, which recognise the bestselling and top gaining toys, properties and manufacturers based on 2024 sales globally and in the US, Europe, Canada, Brazil and Mexico, according to Circana’s Retail Tracking Service.
Europe’s top gaining property of the year:
LEGO Botanicals (LEGO Group)
Europe’s top gaining toy property by super category:
- Action Figures and Accessories – MrBeast Lab (Moose Toys)
- Arts and Crafts – Idea (Clementoni)
- Building Sets – LEGO Botanicals (The LEGO Group)
- Dolls – Monster High (Mattel)
- Explorative and Other Toys – Miniverse (MGA Entertainment)
- Games and Puzzles – Hitster (Jumbo)
- Infant, Toddler and Preschool Toys – Toniebox (Tonies)
- Outdoor – Smart Ball (Golden Bear)
- Plush – Lilo & Stitch (Disney)
- Vehicles – Hot Wheels (Mattel)
- Youth Electronics – Bitzee (Spin Master)
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