US Toy Industry Posts Best First-Half Growth in Six Years, Fueled by Adults and Collectibles

Quick Facts

US toy dollar sales rose 17% in H1 2026, the highest year-over-year growth in six years, per Circana data.
Adult buyers over 18 drove 35% of US toy growth, with adult-only households accounting for 55% of total toy sales.
Pokemon generated $2.5 billion in US toy sales in 2025, up 87%, becoming the first property in at least two decades to clear $2 billion in a single year.

The US toy industry is having its best year in half a decade. Dollar sales climbed 17% in the first half of 2026 compared to the same period last year, according to a new Circana report. Unit sales rose 12% and average selling prices increased 4%.

Global toy value sales climbed 14% in H1 2026, capping a 12-month stretch that delivered 9.5% growth across the 14 markets Circana tracks.

Adults Are Driving the Surge

The biggest structural shift is who is buying toys. Adult-only households accounted for 55% of toy sales and grew 16% through June. Toy sales for consumers 18 and older grew 25% in the first half of the year, making adults the largest single contributor to overall industry growth.

Teens aged 12 to 17 also posted strong gains, up 33% year over year. Combined, teens and adults generated nearly 60% of all dollar gains in the first half of 2026.

Kristen McLean, VP of Client Insights at Circana, said toys are functioning as hobbies, fandom ecosystems, and social experiences rather than traditional children’s products. She called the shift an expansion of the consumer base that creates new opportunities for manufacturers and retailers who understand how to engage collectors, enthusiasts, and self-purchasers.

Categories Leading Growth

Eight of 11 toy supercategories posted dollar growth through June. Explorative and Other Toys led all categories, up 58%, driven by trading cards, collectibles, and sports products. Games and Puzzles rose 45%. Building Sets gained 22%, Arts and Crafts grew 20%, and Action Figures and Accessories increased 10%.

Licensed toys outpaced the broader market, rising 24% and accounting for 39% of total toy sales, up two share points from last year. Squishy and sensory toys delivered triple-digit growth in both dollars and units through April 2026.

Pokemon and FIFA Lead Properties

Pokemon is the defining property of this era. The franchise generated $2.5 billion in US toy sales in 2025, up 87% from the prior year. It is the first property in at least two decades to clear the $2 billion mark in a single year.

The FIFA World Cup 2026 delivered a major boost to global sales. Soccer-related toy sales across 12 global markets tracked by Circana increased 160% in dollar sales through April compared to the same period last year. The category now represents 9% of all sports-related toy sales, up from 4% a year ago.

LEGO continued its dominant run, with revenues rising 12% year over year in the first half of 2025 to a record $5 billion, more than Mattel and Hasbro combined. Hasbro posted 14% full-year revenue growth in 2025, driven by record 45% growth in its Wizards of the Coast and Digital Gaming segment. Magic: The Gathering finished its strongest year ever, up 59%.

TikTok Shop and the Collectibles Boom

TikTok Shop now represents 1% of total retail sales and 3% of e-commerce sales. Toys, hobbies, and collectibles rank as the third-largest category on the platform. The collectibles category on TikTok Shop grew 84% year over year as of June 2026, with live auction formats accounting for 40% of collectibles sales on the platform.

Tariffs Remain the Key Risk

The industry’s main headwind is trade policy. Nearly 80% of US toys are manufactured in China, according to The Toy Association. In a survey of 410 toy manufacturers, 81% of small companies reported delaying orders because of tariff-related uncertainty. Brands that rely on Chinese manufacturing face rising costs even as consumer demand accelerates.