THE SINGLE SOURCE OF TRUTH FOR

Toys

Children change rapidly. As do their playthings, and the market feeding that change.

If you’re in the toy industry, it’s a perpetual challenge to stay on top of shifting tastes and trends. We give you complete, accurate information about your products’ sales and consumers so you can track trends, identify licensing partnerships, find opportunities, and grow your business.

We also offer analytic solutions such as forecasting, segmentation, price and promotion evaluation, and more. Our industry analysts push our clients beyond these unmatched data assets to inspire actions and unlock growth.

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Industry Experts

Juli Lennett

Vice President, Industry Advisor, Toys

Expert Bio

“There’s a need for speed in the world today. In the current retail environment, it is more imperative than ever to be able to react quickly to changing tastes and fast-moving trends. Toy companies and retailers, whether they are big or small, who are nimble enough to react faster and get to market more quickly, are the ones who will win in the long term.”

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INDUSTRY RANKING

Data Spotlight

Outdoor & Sports Toys Lead, No Shifts in Top 10 Rankings

There were no changes in rankings among the top 10 supercategories compared to the prior period.

The top three leaders remain Outdoor & Sports Toys, Games/Puzzles, and Explorative & Other Toys. Outdoor & Sports Toys was the only category to post positive growth, up 4.6% vs. the previous period. All other categories declined, with Plush and Games/Puzzles seeing the largest drops at -5.4% and -5.1% respectively.

Source: Circana, Liquid AI™,

April, 2025

Data Source:

Point of Sale (POS) Data

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