Circana Names Annual Global Toy Industry Performance Award WinnersCircana Names Annual Global Toy Industry Performance Award Winners

Top-selling toys, properties and manufacturers in several countries are announced.

License Global

January 29, 2025

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Circana, a leading advisor on the complexity of consumer behavior, has announced the winners of its 14th annual Toy Industry Performance Awards. The awards recognize the best-selling and top gaining toys, properties, and manufacturers based on 2024 sales globally* and in the U.S., Europe, Canada, Brazil and Mexico, according to Circana’s Retail Tracking Service. 

“It is exciting to once again recognize the toy industry’s top performers and shine a light on those leading our industry – whether they be brand new products or evergreen properties standing the test of time,” says Ricardo Solar, executive vice president, entertainment, Circana. “These awards recognize achievements and unique successes in an increasingly competitive and challenged retail environment. We congratulate all this year’s award winners and wish them, and the entire toy industry, a prosperous 2025.” 

Global Winners

  • Global Top Selling Toy of the Year: Hot Wheels Singles 1:64 Assortment, Mattel  

U.S. Winners

  • U.S. Top Selling Property of the Year: Pokémon, The Pokémon Company 

  • U.S. Top Selling Toy of the Year: Hot Wheels Singles 1:64 Assortment, Mattel  

U.S. Top Selling Toys by Supercategory: 

Related:The License Global Toy Forecast 2025

  • Action figures and accessories: “Godzilla Vs Kong the New Empire” 6-inch assortment, Playmate Toys 

  • Building Sets: Botanicals Bouquet of Roses, The LEGO Group 

  • Dolls: Barbie Dreamhouse, Mattel 

  • Explorative and other toys: Miniverse Make it Mini Food Diner Minis assortment, MGA Entertainment 

  • Games and Puzzles: UNO Card Game assortment, Mattel 

  • Infant, Toddler and Preschool Toys: Fisher-Price Kick and Play Piano Gym Mat assortment, Mattel 

  • Outdoor and Sports Toys: Bunch O Balloons 3 Pack, Zuru 

  • Plush: Squishmallows Plush 8-inch assortment, Jazwares 

  • Vehicles: Hot Wheels Singles 1:64 assortment, Mattel 

  • Youth Electronics: Bitzee Interactive Digital Pet and Case with 15 Animals, Spin Master 

Europe Winners

Europe’s Top Gaining Toy Property of the Year**: LEGO Botanicals, The LEGO Group 

Europe’s Top Gaining Toy Property by Supercategory**: 

  • Action figures and accessories: MrBeast Lab, Moose Toys 

  • Building Sets: LEGO Botanicals, The LEGO Group 

  • Explorative and other toys: Miniverse, MGA Entertainment 

  • Games and Puzzles: Hitster, Jumbo 

  • Infant, Toddler and Preschool Toys: Toniebox, Tonies 

  • Outdoor and Sports Toys: Smart Ball, Golden Bear 

Related:State of Play: Toy Trends from Spielwarenmesse 2025

  • Plush: “Lilo & Stitch,” Disney 

  • Vehicles: Hot Wheels, Mattel 

  • Youth Electronics: Bitzee, Spin Master 

Canada Winners

Canada’s Top Toy Property of the Year: Pokémon, The Pokémon Company 

Canada’s Top Selling Toy of the Year: Hot Wheels Singles 1:64 Assortment, Mattel 

Canada’s Top Selling Toy Property by Supercategory: 

  • Action figures and accessories: Beyblade X Xtreme Battle Set, Hasbro 

  • Arts and Crafts: Play-Doh Single Tub, Hasbro 

  • Building Sets: Botanicals Bouquet of Roses, The LEGO Group 

  • Dolls: Barbie Dreamhouse, Mattel 

  • Explorative and other toys: Little Tikes Story Dream Machine, MGA Entertainment 

  • Games and Puzzles: Pokémon Scarlet and Violet 151 Ultra Premium Collection, The Pokémon Company 

  • Infant, Toddler and Preschool Toys: Fisher-Price Kick and Play Piano Gym Mat assortment, Mattel 

  • Outdoor and Sports Toys: Little Tikes Easy Store 3-ft. Trampoline, MGA Entertainment 

  • Plush: Squishmallows Plush 12-inch assortment, Jazwares 

  • Vehicles: Hot Wheels Singles 1:64 assortment, Mattel 

  • Youth Electronics: Bitzee Interactive Digital Pet and Case with 15 Animals, Spin Master 

Brazil Winners

Brazil’s Top Toy Property of the Year: Hot Wheels, Mattel 

Brazil’s Top Selling Toy of the Year: Hot Wheels Singles 1:64 assortment, Mattel 

Related:State of Play: Toy Trends on Display at London Toy Fair 2025

Brazil’s Top Selling Toy Property by Supercategory: 

  • Action figures and accessories: “Avengers” Olympus 9.5-inch Assortment, Hasbro 

  • Arts and Crafts: Play-Doh Drill N Fill Dentist, Hasbro 

  • Building Sets: Icons McLaren MP4/$ and Ayrton Senna, The LEGO Group 

  • Dolls: Barbie Dreamhouse, Mattel 

  • Explorative and other toys: Splats Head 11-cm Assortment, Sunny Brinquedos 

  • Games and Puzzles: Cara A Cara, Estrela 

  • Infant, Toddler and Preschool Toys: “PAW Patrol” Vehicle with Collectible Figure Assortment, Sunny Brinquedos 

  • Outdoor and Sports Toys: Quad Bike and Pedal Spider Assortment, Maral 

  • Plush: “PAW Patrol” Skye Plush 30-cm, Sunny Brinquedos 

  • Vehicles: Hot Wheels Singles 1:64 assortment, Mattel 

  • Youth Electronics: Bitzee Interactive Digital Pet and Case with 15 Animals, Sunny Brinquedos 

Mexico Winners

Mexico’s Top Gaining Toy Property of the Year**: “Bluey,” Bandai 

Mexico’s Top Gaining Toy by Supercategory**: 

  • Arts and Crafts: Mi Algeria, Algara 

  • Building Sets: LEGO Botanicals, The LEGO Group 

  • Dolls: Sylvanian Families/Calico Critters, Epoch 

  • Explorative and other toys: Miniverse, MGA Entertainment 

  • Games and Puzzles: Basta!, Fotorama 

  • Infant, Toddler and Preschool Toys: “Bluey,” Bandai  

  • Outdoor and Sports Toys: X-Shot, Zuru 

  • Plush: Squishmallows, Jazwares 

  • Vehicles: Hot Wheels, Mattel 

*Global includes Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, Netherlands, Spain, the U.K. and the U.S. 

**Properties with the largest increases in value sales 

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