Future of™ insights for Toys is now available

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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.

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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

Toy industry leaders hold steady, with notable growth in Building Sets and Explorative & Other Toys

No changes in rankings this period. The top 3 categories remain Games/Puzzles, Building Sets, and Explorative & Other Toys. Building Sets saw a substantial sales increase of 14.0%, while Explorative & Other Toys surged by 21.6%. Plush, Infant/Toddler/Preschool Toys, and Outdoor & Sports Toys experienced declines, with Outdoor & Sports Toys dropping 10.0%. The market's growth is driven by strong performance in creative and explorative categories.

Source: Circana, Liquid AI™,

January, 2026

Data Source:

Point of Sale (POS) Data

See Industry Rankings

Industry Ranking

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

4 Consumer Trends Shaping the Future of Private Label

7 Apr 2026

Insights in Action

4 Consumer Trends Shaping the Future of Private Label

If physical and digital shelves are competitive arenas, the home field advantage is real. Private label players continue to rack up points, as consumers seek both value and quality in many forms.

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.