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Of those who plan to watch the global soccer tournament,
66%
State that they plan to view this year's matches at home by themselves or with members of their household.
Quick Insight
As the international tournament kicks off across North American cities in mid-June, CPG brands, retailers, and foodservice operators have a clear opportunity to engage millions of fans across 48 countries.
And it’s not just about viewership, it's about shared experiences. New Circana insights show 24% of consumers plan to watch matches with friends and family outside their household.
For brands, that means more occasions, more connection points, and more moments to win with consumers.
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Suggested solutions
Future of™ insights for Toys is now available
GO BEYOND THE SHELF
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
“The global toy market is experiencing a strong resurgence, opening new horizons for ambitious brands. Winning beyond home borders requires powerful, actionable data. While the U.S. remains the industry’s largest arena, success also lies in capturing the momentum of fast growing Asian markets and the high spending potential of Europe.”
“In today’s volatile market, it is critical for toy companies and retailers of all sizes to invest in timely, high-quality data and advisement to engineer themselves for speed and innovation. The companies who are winning are nimble in using good intelligence to react faster to trends and address their market opportunities more quickly.”
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:
INDUSTRY RANKING
Data Spotlight
Games/Puzzles and Explorative Toys Surge, Outdoor & Sports Toys Dip
No changes in category rankings this period. The top three leaders are Games/Puzzles (up 79.7% vs year ago), Outdoor & Sports Toys (down 8.0% vs year ago), and Explorative & Other Toys (up 77.9% vs year ago).
Substantial growth was seen in Games/Puzzles and Explorative & Other Toys, while Outdoor & Sports Toys declined. Other notable changes: Building Sets rose 25.6%, and Arts & Crafts increased 22.5% year-over-year.
Source: Circana, Liquid AI™,
May, 2026
Data Source:
Point of Sale (POS) Data
Insights in Action
Retail media has spent years proving it can grow. Now it has to prove it can be trusted. At Cannes Lions 2026, Jon Gibs, group director, media insights and measurement at Walmart Connect, sat down with Circana’s Lindsay Pullins, senior VP of global retail media and commerce, to explain what that shift really means for advertisers.
Here is a preview. The full conversation is worth watching.
17 Jul 2026
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.
Promotional planning
Align your inventory with holiday promotions to maximize sales.
Inventory Optimization
Avoid overstocking or understocking key items.
Accurate Forecasting
Predict which toys will be in high demand and ensure shelves are stocked.
With Circana, you get the clarity you need to make confident, growth-driven decisions.
Unsure where to begin? Browse our solutions
Book a Demo
We’ll Show You How to Transform
Complexity into Clarity
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