The following article is based on a press release issued by Circana on November 3, 2025.
From January through September 2025, U.S. toy industry dollar sales increased 7 percent, units sold were up 3 percent, and average selling price (ASP) grew by 4 percent, compared to the same 9-month period in 2024, according to Circana.
Growth is largely being driven by collectibles (+33 percent) and licensed toys (+14 percent). Standout performers included strategic and sports trading cards and action figure collectibles, while licensing trends centered on sports, witches and wizards, animals, movies, and gaming franchises.
Seven of the 11 supercategories Circana tracks posted dollar growth, with six of them also showing unit growth. Games/puzzles grew the fastest, with Pokémon as the main driver of growth. This was followed by explorative & other toys, where sports trading cards continue increasing sales, and building sets, where Formula 1 was the biggest contributor to growth. The industry’s steepest declines came from outdoor and sports toys, plush, and dolls.
“The U.S. consumer, and their willingness to absorb tariffs, will be the key factor shaping Q4 performance,” said Juli Lennett, vice president and toy industry advisor at Circana. “The toy industry has a unique advantage and tends to be resilient in turbulent times as toys serve as emotional anchors for families, offering joy and a welcome distraction in our lives. The industry also benefits from trends like adult self-gifting, nostalgia, and digital wellness – factors that are expected to influence holiday purchases.”