Halfway through 2024, consumer behavior consultant Circana takes this opportunity to review sales over the past six months.
Circana reports sales performance across multiple sectors, and the toy industry is no exception. The organization’s most recent toy sales performance data revealed the clear winner in the global market, with Pokémon becoming the world’s best-selling toy for the fourth consecutive year.
Circana’s report covers 12 global markets: Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, the Netherlands, Spain, the United Kingdom and the United States. The report showed that from January to June, sales fell by 1% in all 12 countries. Despite slight declines, sales grew in four of the 11 toy categories tracked, with sales of building blocks growing by 20%; exploratory toys and other toys growing by 5%; and plush toys and vehicles. Each increased by 1%.
2023 has been a tough year, with inflation starting to weigh heavily on consumer spending, and Circana is pleased to report that toy sales have stabilized in the first half of 2024 in terms of both value and volume, with average prices in line with last year.
Licensed toys account for 32% of the market share, with sales increasing by 6% compared to 2023. It is the best-selling property in the United States, Belgium, Canada, France and Italy. It was followed by Pokémon, Star Wars, Marvel Universe and Hot Wheels.
Some properties are also moving toward the higher end of the rankings, including LEGO Icons, NBA sports licensing, MGA Entertainment’s Miniverse series, and Bluey.
For an in-depth look at this year’s toy industry sales figures, check out the September 9 issue of The Toy Book’s Los Angeles Fall Toy Preview.
