2024 is halfway done, and consumer behavior advisor Circana is taking the opportunity to reflect on sales in the past half year.
Circana reports on sales performance in a number of areas, with the toy industry being no exception. The organization’s recent toy sales performance figures reveal clear winners across global markets, with Pokémon coming out on top as the top-selling toy property globally for the fourth year running.
Circana’s reporting includes 12 global markets: Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, Netherlands, Spain, United Kingdom, and the United States. Across all 12, the report reveals a 1% dollar sales decline from January through June. Even with a slight decline, four of the 11 total toy categories tracked saw a sales increase, including building sets with a 20% sales growth; explorative and other toys at 5% growth; and plush and vehicles each growing 1%.
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.
Frédérique Tutt, Global Toys Industry Advisor at Circana
Licensed toys represented 32% of the market and saw a sales increase of 6% compared with 2023. Pokémon has maintained its position as one of the top licensed brands; it’s the top-selling property in the U.S., Belgium, Canada, France, and Italy. Following Pokémon are Squishmallows, Star Wars, Marvel Universe, and Hot Wheels.
Several properties are also inching closer to the upper ranks, including LEGO Icons, the NBA sports license, the Miniverse line from MGA Entertainment, and Bluey.
For a deep dive into this year’s toy industry sales numbers, check out the LA Fall Toy Preview issue of The Toy Book, available Sept. 9. Subscribe today to get it in print!
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