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.
January 29, 2025

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 Toy Manufacture of the Year: The LEGO Group
Global Toy Property of the Year: Pokémon, The Pokémon Company
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:
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
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 and Sports Toys: Smart Ball, Golden Bear
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
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**:
Action figures and accessories: “Sonic the Hedgehog,” JAKKS Pacific
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
Outdoor and Sports Toys: X-Shot, Zuru
Plush: Squishmallows, Jazwares
Vehicles: Hot Wheels, Mattel
Youth Electronics: “Peppa Pig,” Hasbro
*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
Read more about:
GlobalLEGOPokémonHot WheelsMattelPlay-DohHasbroBarbieMGA EntertainmentUnoFisher-PriceZuruJazwaresSpin MasterMoose ToysClementoniMonster HighToniesDisneyBeybladePaw PatrolSonic the HedgehogJakks PacificBlueyBandaiPeppa PigAbout the Author
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