Pokémon the top selling toy property globally for fourth year running

PARIS, August 12, 2024 – Today, Circana, the leading consumer behaviour advisor, released the toy sales performance figures for the first half of the year across 12 global markets (G12), including Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, Netherlands, Spain, United Kingdom, and the United States. Across the G12, dollar sales declined by 1% from January through June 2024, versus the same period in 2023 to $24.5 billion, while average selling price was on par with last year at $11.57, according to Circana’s Retail Tracking Service. 

So far this year, four of the 11 toys supercategories tracked by Circana experienced a year-over-year sales increase within the G12. Building sets continue as the main driver behind the industry performance with 20% sales growth, followed by explorative and other toys, up 5%, and plush and vehicles each growing by 1%. 

Despite a steep decline of 19% year-to-date at the global box office, as reported by Box Office Mojo, licensed toys accounted for 32% of the total toy market in the first half – which is 5 percentage points higher than the same period in 2021- and sales grew by 6% compared to 2023. Pokémon is still in first position among the top brands and licenses globally, followed by Squishmallows (Jazwares), Star Wars (Disney), Marvel Universe (Disney), and Hot Wheels (Mattel). The top five properties are, however, challenged by innovative new- and expanding brands adapting to the the ever changing consumer. The top five gaining properties so far this year include LEGO Icons, which is targeted at older consumers, the NBA sports license, the new collectible line Miniverse from MGA Entertainment, the children’s cartoon Bluey (BBC), and various Disney hits.

“After a difficult year in 2023, when inflation began taking a heavy toll on consumer spending, Circana is pleased to report that toy sales have stabilized in the first half of 2024, in terms of both value and units sold, as average prices hold steady with last year,” said Frédérique Tutt, global toys industry advisor at Circana. “We continue to observe strong momentum with older consumers, especially adult fans and collectors who have re-discovered play and are very engaged with the category. As we move through the second half of the year and prepare for the holiday season, we expect to see more new products being launched that will deliver excitement for children and adults alike. The industry will continue to gain traction in product categories including building sets, plush, robotic interactive pets, and collectibles.” 

Source: Circana, Retail Tracking Service, G12, dollar sales adjusted and projected, January-June 2024