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

CHICAGO, January 28, 2026 – Circana, LLC today announced the winners of its 15^th annual Toy Industry Performance Awards. The awards recognize the best-selling and top gaining toys, properties, and manufacturers based on 2025 sales globally* and in the U.S., Europe, Canada, Brazil, and Mexico, according to Circana’s Retail Tracking Service. 

“The toy industry continues to inspire and innovate, and 2025 was a testament to its resilience,” said Ricardo Solar, EVP of Entertainment at Circana. “In a year where the industry not only met challenges but achieved remarkable growth, we celebrate these companies who keep the demand and imagination thriving. We congratulate this year’s winners and wish the entire toy community much play and prosperity in 2026.”

Global Toy Manufacturer of the Year

The Lego Group

Global 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

Europe’s Top Gaining Toy Property of the Year**

Property	Manufacturer/Licensor
Pokémon	The Pokémon Company

Europe’s Top Gaining Toy Property by Supercategory**

Supercategory	Property	Manufacturer/Licensor
Action Figures and Accessories	Jurassic World	Mattel
Arts and Crafts	Lilo & Stitch	The Walt Disney Company
Building Sets	LEGO Formula 1	The LEGO Group
Dolls	Hello Kitty	San Rio
Explorative and Other Toys	Lilo & Stitch	The Walt Disney Company
Games and Puzzles	Pokémon	The Pokémon Company
Infant, Toddler, and Preschool Toys	Toniebox	Tonies
Outdoor and Sports Toys	Smoby Life	Simba
Plush	Lilo & Stitch	Simba
Vehicles	Hot Wheels	Mattel
Youth Electronics	Jurassic World	Spin Master

United States’ Top Selling Toy by Supercategory

Supercategory	Item	Manufacturer
Action Figures and Accessories	WWE Elite Figure Collection 15cm Assortment	Mattel
Arts and Crafts	Beginners Crochet Kit Assortment	The Woobles
Building Sets	Super Mario Brothers Game Boy	The LEGO Group
Dolls	Barbie Dreamhouse	Mattel
Explorative and Other Toys	NFL 2024 Prizm Football Trading Cards Blaster Box	Panini
Games and Puzzles	Pokémon Mega Charizard X Ex 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	Bunch O Balloons 3 Pack	Zuru
Plush	Squishmallows Plush 8" Assortment	Jazwares
Vehicles	Hot Wheels Singles 1:64 Assortment	Mattel
Youth Electronics	Jurassic World Primal Hatch T Rex Egg	Spin Master

Canada’s 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 Starter Pack Top Assortment	Hasbro
Arts and Crafts	Play Doh Single Tub	Hasbro
Building Sets	Technic Ferrari FXX K	The LEGO Group
Dolls	Barbie Dreamhouse	Mattel
Explorative and Other Toys	Little Tikes Story Dream Machine Dr. Seuss Starter Pack	MGA Entertainment
Games and Puzzles	Pokémon Scarlet and Violet 151 Blooming Waters Premium Collection	The Pokémon Company
Infant, Toddler, and Preschool Toys	Ms. Rachel Speak and Sing Doll 16"	Spin Master
Outdoor and Sports Toys	Little Tikes Easy Store 3 Ft Trampoline	MGA Entertainment
Plush	Pokémon Sleeping Plush 18" Assortment	Jazwares
Vehicles	Hot Wheels Singles 1:64 Assortment	Mattel
Youth Electronics	Jurassic World Primal Hatch T Rex Egg	Spin Master

Brazil’s 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 Fun Factory	Hasbro
Building Sets	Classic Medium Creative Brickbox	The LEGO Group
Dolls	Barbie Dreamhouse	Mattel
Explorative and Other Toys	Lab Kit 42 Experiments	Estrela
Games and Puzzles	UNO Card Game Assortment	Mattel
Infant, Toddler, and Preschool Toys	Paw Patrol Vehicle with Collectible Figure Assortment	Sunny Brinquedos
Outdoor and Sports Toys	4 Wheel Balance Bike	Buba
Plush	Paw Patrol Skye Plush 30cm	Sunny Brinquedos
Vehicles	Hot Wheels Singles 1:64 Assortment	Mattel
Youth Electronics	Paw Patrol Tablet 7" 64GB Assortment	Multikids

Mexico’s Top Gaining Toy Property of the Year**

Property	Manufacturer/Licensor
Pokémon	Pokémon

Mexico’s Top Gaining Toy Property by Supercategory**

Supercategory	Property	Manufacturer/Licensor
Action Figures and Accessories	Jurassic Park	Mattel
Arts and Crafts	Slime Mart	Zuru
Building Sets	Formula 1	The LEGO Group
Dolls	Bratz	MGA Entertainment
Explorative and Other Toys	5 Surprise	Zuru
Games and Puzzles	Pokémon	The Pokémon Company
Infant, Toddler, and Preschool Toys	Baby Einstein	Kids II
Outdoor and Sports Toys	X-Shot	Zuru
Plush	Rainbocorns	Zuru
Vehicles	Hot Wheels	Mattel
Youth Electronics	Robo Alive	Zuru

Source: Circana, Retail Tracking Service, Value Sales, January-December 2025

*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

About Circana

Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimize their businesses. Circana’s predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behavior driving it, and accelerate their growth. Circana’s Liquid Data® technology platform is powered by an expansive, high-quality data set, and intelligent algorithms trained on six decades of domain expertise. With Circana, clients can take immediate action to future-proof and evolve their growth strategies amid an increasingly complex, fast-paced, and ever-changing economy. Learn more at circana.com.    

Public Relations Contact

Marissa Guyduy

marissa.guyduy@circana.com