The year 2024 is half over and consumer behavior consultant Circana is taking the opportunity to reflect on the sales of the past six months.
Circana reports on sales trends in a number of sectors, and the toy industry is no exception. The company’s latest toy sales trends figures show clear winners across global markets, with Pokémon leading the way as the best-selling toy worldwide for the fourth year in a row.
Circana’s report covers 12 global markets: Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, Netherlands, Spain, the United Kingdom and the United States. For all 12 markets, the report shows a 1% decline in sales from January to June. Despite the slight decline, four of the 11 toy categories examined saw an increase in sales, including construction sets with 20% sales growth, discovery and other toys with 5% growth, and plush toys and vehicles with 1% growth each.
After a difficult 2023 in which inflation took a heavy toll on consumer spending, Circana is pleased to report that toy sales stabilized in the first half of 2024 in both value and units sold, as average prices remained stable year-on-year.
Licensed toys accounted for 32% of the market and saw a 6% increase in sales compared to 2023. Pokémon has maintained its position as one of the leading licensed brands; it is the best-selling product in the US, Belgium, Canada, France and Italy. Pokémon is followed by Squishmallows, Star Wars, Marvel Universe and Hot Wheels.
Several other products are also approaching the top ranks, including LEGO Icons, the NBA sports license, the Miniverse series from MGA Entertainment and Bluish.
For an in-depth look at this year’s toy industry sales numbers, check out The Toy Book’s LA Fall Toy Preview issue, out September 9. Subscribe today to get it in print!
