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

Frederique Tutt

Vice President, Industry Analyst, Toys

Expert Bio

“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.”

Kristen McLean

VP, Client Insights, U.S> Book & Entertainment

Expert Bio

“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:

Measure Market Performance

Gain Consumer Insights

Benchmark the Competition

Improve Pricing, Promotion, and Product Launch Effectiveness

INDUSTRY RANKING

Data Spotlight

Games/Puzzles surge to top spot; Explorative & Other Toys also show strong growth

No changes in rankings this period. The top three leaders are Games/Puzzles (80.0% sales growth), Outdoor & Sports Toys (-7.9%), and Explorative & Other Toys (79.2%). Games/Puzzles and Explorative & Other Toys posted substantial sales increases, while Outdoor & Sports Toys declined. Building Sets also saw notable growth (25.6%).

Other categories experienced smaller changes, with Dolls and Infant/Toddler/Preschool Toys showing slight declines.

Source: Circana, Liquid AI™,

July, 2026

Data Source:

Point of Sale (POS) Data

See Industry Rankings

Industry Ranking

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

Insights in Action

How One Data View Optimizes a Retailer’s Operational Effectiveness and Overall Performance

Even with a vast amount of information, many, if not most, retailers can’t explain why their market share moves and that is a costly blind spot. A single, unified view of performance separates a retailer's own execution from external market forces, replacing competing departmental narratives with one authoritative answer.

27 Aug 2026

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.