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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
“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:
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
13 Mar 2026
Insights in Action
Circana’s supply chain solutions allow suppliers to set thresholds and alerts so they can focus on the exceptions that matter rather than drowning in data. Furthermore, our consultative approach helps brands interpret what the data is saying about the future, bridging the gap between front-end sales data and back-end supply chain operations.
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
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