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Toy Industry Analytics & Consumer Insights

Get a complete view of retail sales, consumer behavior, and the emerging trends defining the future of play.

Our industry experts analyze your products’ sales and consumer behavior to inspire actionable insights that unlock growth. Whether it’s understanding why a category is surging or identifying opportunities for cross-category promotions, we help you make sense of the numbers.

Beyond the basics, our analytics experts take it a step further. Using advanced forecasting, segmentation, and pricing models, they help you predict future trends, optimize pricing strategies, and refine your promotional plans. It’s not just about looking at the data — it’s about using it to drive real, measurable growth.

Join more than 7,000 clients and partners worldwide

It all starts with

Strategic Insights from Toy Market Advisors

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.”

Drive Toy Strategy with Precision Data

Circana’s insights go beyond the surface, giving you the tools to make smarter, data-driven decisions. Here’s how we help:

Measure Market Performance

Gain Consumer Insights

Benchmark the Competition

Improve Pricing, Promotion, and Product Launch Effectiveness

INDUSTRY RANKING

Data Spotlight

Building Sets leap to #1 as category sales surge

Building Sets moved up to the top spot, overtaking Games/Puzzles, with a strong 23.7% increase in sales.

Games/Puzzles slipped to #2, growing only 2.3%. Infant/Toddler/Preschool Toys held steady at #3 with a notable 20.3% sales increase. No other significant ranking changes occurred, but several categories, including Outdoor & Sports Toys and Dolls, saw double-digit sales growth.

Source: Circana, Liquid AI™,

December, 2025

Data Source:

Point of Sale (POS) Data

See Industry Rankings

Industry Ranking

Get the latest rankings, measurements and insights, powered by Liquid AI™

Aging Trade-Ins Collide With Surging Global Demand for Pre-Owned Smartphones, According to New Data Released from Circana and B-Stock

11 Feb 2026

Insights in Action

Aging Trade-Ins Collide With Surging Global Demand for Pre-Owned Smartphones, According to New Data Released from Circana and B-Stock

The pre-owned smartphone market in the U.S. remains incredibly resilient, driven by strong consumer demand for affordable, high-quality devices, as well as the growing pool of second-hand devices entering the market

Industry Posts

Stay Stocked for Every Holiday Celebration, All Year Long

Holiday out-of-stocks can do more than hurt your sales — they can damage your brand’s reputation. In fact, 40% of consumers say they’ll turn to a different retailer or website if faced with an out-of-stock item during seasonal celebrations.