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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
“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, Plush, and Building Sets Lead Toy Sales Surge
No changes in category rankings were observed this period. The top three leaders are Games/Puzzles (+34.4% sales growth), Plush (-1.9% decline), and Building Sets (+19.7% growth). Notably, Explorative & Other Toys also saw a substantial increase (+34.3%). Outdoor & Sports Toys experienced the largest decline (-8.9%). Overall, growth is driven by strong double-digit gains in several top categories.
Source: Circana, Liquid AI™,
February, 2026
Data Source:
Point of Sale (POS) Data
4 May 2026
Insights in Action
The first half of the decade brought significant disruption to the foodservice industry, but the back half is showing some improvement. Total traffic dipped a scant -0.3% in 2025 compared to the prior year, with a 0.5% bump during the fourth quarter. While modest growth is expected to continue through this year, expansion will likely remain uneven across the industry.
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.
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Complexity into Clarity
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