Circana Reports Global Toy Sales Stabilized in 2024Circana Reports Global Toy Sales Stabilized in 2024

Licensed toy sales grew by 8% and accounted for 34% of the total toy market in 2024.

License Global

January 30, 2025

3 Min Read
Circana
Circana

Circana, a leading advisor on the complexities of consumer behavior, has revealed the 2024 toy sales performance results across 12 global markets (G12), including Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, the Netherlands, Spain, the U.K and the U.S. According to Circana’s Retail Tracking Service, overall sales in the G12 declined by 0.6% in 2024 compared to 2023. 

In 2024, the average selling price remained flat year-over-year at -0.2% following four consecutive years of growth. Five of the 11 toy supercategories tracked by Circana experienced a year-over-year dollar sales increase within the G12. Building sets grew for the fifth consecutive year, securing the top position in both sales and growth with a rise of 14%. Explorative and other toys also saw growth, increasing by 5%, while vehicle toy sales rose by 3%. The games and puzzles and plush segments each recorded a 1% increase in sales.  

Licensed toy sales increased by 8%, representing 34% of the total toy market. Even with 2024 being a year with fewer blockbuster films, these positive results emphasize the continued appeal of both new and evergreen franchises, often fueled by nostalgia as well as sports-driven merchandise in driving sales. Pokémon maintained its status as the top-selling toy property globally, followed by well-known classics such as Barbie, Marvel Universe, Hot Wheels and “Star Wars.” Notably, LEGO Botanicals emerged as the top-gaining property, reflecting the growing trend toward toys aimed at adult consumers. This aligns with the mindfulness movement and the desire for toys that promote better mental well-being and health. 

Related:The License Global Toy Forecast 2025

Sales of collectible toys grew almost 5% to represent 18% of overall volumes and 15% of value sales. On-trend small collectible figures, trading card games and plush toys fueled sales year-round, thanks to some manufacturers refreshing their product lines to appeal to fans of all ages.   

“Toy sales in 2024 reflect a strong contrast in consumer behavior – between shoppers making very rational decisions, buying on deals and on an as-needed basis, whilst at the same time clearly indulging on feel-good toys to fuel their fandom or to give themselves some respite,” says Frédérique Tutt, global toys industry advisor, Circana. “Sales of collectible 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 collectible merchandise,” says Tutt. “These factors should help make up for the declining birth rates across most regions and economic uncertainty impacting consumers’ spending mindset.” 

Related:State of Play: Toy Trends from Spielwarenmesse 2025

License Global also recently covered Circana’s annual global toy industry performance award winners. The winners represent 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. 

About the Author

License Global

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, France Licensing Day, Licensing for Retail, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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