The awards recognize the top selling toys, properties, and manufacturers across the United States, Europe, Canada, Brazil, and Mexico

CHICAGO, January 29, 2025 – Circana™, a leading advisor on the complexity of consumer behavior, today announced the winners of its 14th annual Toy Industry Performance Awards. The awards recognize the best-selling and top gaining toys, properties, and manufacturers based on 2024 sales globally* and in the U.S., Europe, Canada, Brazil, and Mexico, according to Circana’s Retail Tracking Service. 

“It is exciting to once again recognize the toy industry’s top performers and shine a light on those leading our industry – whether they be brand new products or evergreen properties standing the test of time,” said Ricardo Solar, EVP of Entertainment at Circana. “These awards recognize achievements and unique successes in an increasingly competitive and challenged retail environment. We congratulate all this year’s award winners and wish them, and the entire toy industry, a prosperous 2025.”

Global Toy Manufacturer of the Year

The LEGO Group

	Global Top Toy Property of the Year
Property	Manufacturer
Pokémon	The Pokémon Company

	Global Top Selling Toy of the Year
Item	Manufacturer
Hot Wheels Singles 1:64 Assortment	Mattel

	US Top Selling Property of the Year
Property	Manufacturer
Pokémon	The Pokémon Company

	US Top Selling Toy of the Year
Item	Manufacturer
Hot Wheels Singles 1:64 Assortment	Mattel

		US Top Selling Toy by Supercategory
Supercategory	Item	Manufacturer
Action Figures and Accessories	Godzilla vs Kong the New Empire Figure 6" Assortment	Playmates Toys
Arts and Crafts	Play-Doh Classic Colors Theme Assortment	Hasbro
Building Sets	Botanicals Bouquet of Roses	The LEGO Group
Dolls	Barbie Dreamhouse	Mattel
Explorative and Other Toys	Miniverse Make It Mini Food Diner Minis Assortment	MGA Entertainment
Games and Puzzles	UNO Card Game Assortment	Mattel
Infant, Toddler, and Preschool Toys	Fisher-Price Kick and Play Piano Gym Mat Assortment	Mattel
Outdoor and Sports Toys	Bunch O Balloons 3 Pack	Zuru
Plush	Squishmallows Plush 8" Assortment	Jazwares
Vehicles	Hot Wheels Singles 1:64 Assortment	Mattel
Youth Electronics	Bitzee Interactive Digital Pet and Case with 15 Animals	Spin Master

	Europe's Top Gaining Toy Property of the Year**
Property	Manufacturer
LEGO Botanicals	The LEGO Group

		Europe's Top Gaining Toy Property by Supercategory**
Supercategory	Property	Manufacturer or Licensor
Action Figures and Accessories	MrBeast Lab	Moose Toys
Arts and Crafts	Idea	Clementoni
Building Sets	LEGO Botanicals	The LEGO Group
Dolls	Monster High	Mattel
Explorative and Other Toys	Miniverse	MGA Entertainment
Games and Puzzles	Hitster	Jumbo
Infant, Toddler, and Preschool Toys	Toniebox	Tonies
Outdoor	Smart Ball	Golden Bear
Plush	Lilo & Stitch	Disney
Vehicles	Hot Wheels	Mattel
Youth Electronics	Bitzee	Spin Master

	Canada's Top Toy Property of the Year
Property	Manufacturer
Pokémon	The Pokémon Company

	Canada's Top Selling Toy of the Year
Item	Manufacturer
Hot Wheels Singles 1:64 Assortment	Mattel

		Canada’s Top Selling Toy by Supercategory
Supercategory	Item	Manufacturer
Action Figures and Accessories	Beyblade X Xtreme Battle Set	Hasbro
Arts and Crafts	Play-Doh Single Tub	Hasbro
Building Sets	Botanicals Bouquet of Roses	The LEGO Group
Dolls	Barbie Dreamhouse	Mattel
Explorative and Other Toys	Little Tikes Story Dream Machine	MGA Entertainment
Games and Puzzles	Pokémon Scarlet and Violet 151 Ultra Premium Collection	The Pokémon Company
Infant, Toddler, and Preschool Toys	Fisher-Price Kick and Play Piano Gym Mat Assortment	Mattel
Outdoor and Sports Toys	Little Tikes Easy Store 3 Ft Trampoline	MGA Entertainment
Plush	Squishmallows Plush 12" Assortment	Jazwares
Vehicles	Hot Wheels Singles 1:64 Assortment	Mattel
Youth Electronics	Bitzee Interactive Digital Pet and Case with 15 Animals Assortment	Spin Master

Brazil's Top Toy Property of the Year
Property	Manufacturer
Hot Wheels	Mattel
Brazil's Top Selling Toy of the Year
Item	Manufacturer
Hot Wheels Singles 1:64 Assortment	Mattel

		Brazil’s Top Selling Toy by Supercategory
Supercategory	Item	Manufacturer
Action Figures and Accessories	Avengers Olympus 9.5" Assortment	Hasbro
Arts and Crafts	Play-Doh Drill N Fill Dentist	Hasbro
Building Sets	Icons McLaren MP4/4 and Ayrton Senna	The LEGO Group
Dolls	Barbie Dreamhouse	Mattel
Explorative and Other Toys	Splats Head 11 cm Assortment	Sunny Brinquedos
Games and Puzzles	Cara A Cara	Estrela
Infant, Toddler, and Preschool Toys	Paw Patrol Vehicle with Collectible Figure Assortment	Sunny Brinquedos
Outdoor and Sports Toys	Quad Bike and Pedal Spider Assortment	Maral
Plush	Paw Patrol Skye Plush 30cm	Sunny Brinquedos
Vehicles	Hot Wheels Singles 1:64 Assortment	Mattel
Youth Electronics	Bitzee Interactive Digital Pet and Case with 15 Animals	Sunny Brinquedos

	Mexico’s Top Gaining Toy Property of the Year**
Property	Manufacturer
Bluey	Bandai

		Mexico’s Top Gaining Toy Property by Supercategory**
Supercategory	Property	Manufacturer or Licensor
Action Figures and Accessories	Sonic the Hedgehog	JAKKS Pacific
Arts and Crafts	Mi Alegría	Algara
Building Sets	LEGO Botanicals	The LEGO Group
Dolls	Sylvanian Families/Calico Critters	Epoch
Explorative and Other Toys	Miniverse	MGA Entertainment
Games and Puzzles	Basta!	Fotorama
Infant, Toddler, and Preschool Toys	Bluey	Bandai
Outdoor and Sports Toys	X-Shot	Zuru
Plush	Squishmallows	Jazwares
Vehicles	Hot Wheels	Mattel
Youth Electronics	Peppa Pig	Hasbro

Source: Circana, Retail Tracking Service, Value Sales, January-December 2024

*Global includes Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, Netherlands, Spain, United Kingdom, and the United States

**Properties with the largest increases in value sales