Circana’s H1 2025 report on the toy industry in the G12 countries (Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, Netherlands, Spain, United Kingdom, and the United States) shows that dollar sales increased by 7% to $27.5 billion, units sold grew by 4%, and average selling price (ASP) rose by 3%.
On top of this, seven of the 11 toy super categories tracked by Circana experienced year-over-year sales increases. So for H1 2025 volume, value, ASPs and most categories are all in growth. This is fantastic news for an industry that has been braced all year for the potential impact of tariffs.
Digging further into the details and we can see that licensed toy sales grew by 17% globally and now account for 35% of all global toy sales. This strong market performance by licensed IPs is hopefully set to continue through H2 given the impact of the big summer movies likely hasn’t been seen as yet.
For H1, Pokémon remains the top licensed property, for the fourth consecutive year, with sales doubling compared to H1 2024. Other properties doing well in H1 2025 include the NFL, Marvel, Hot Wheels, and Star Wars. For H2 we are likely to see Lilo & Stitch, Jurassic World, How to Train Your Dragon, Superman, Wicked: For Good and Minecraft do well off the back of strong box office, and home viewing, performances.
Looking at which toys, industry experts and retailers are expecting to do well for Christmas this year, we have several other licensed IPs also making an appearance, including Peppa Pig, Gabby’s Dollhouse and PAW Patrol.
With new movies for Gabby’s Dollhouse and SpongeBob SquarePants, as well as Zootopia 2 and Tron: Ares, all hitting theaters in the back end of the year and a new Pokemon game also releasing, we’re likely to see uplifts in toy sales for all of these IPs as well.
Collectibles and toys targeted at ‘kidults’ are also doing incredibly well, and they also have a big overlap with licensed IPs. Magic: the Gathering for example has seen huge success with Final Fantasy this year and is launching a Spiderman set next month. Manga and Anime properties are also proving incredibly popular in the collectibles space and have become incredibly ‘mainstream’ - the LEGO One Piece sets being a prime example.
What is clear from the H1 results, and will become even clearer in H2, is the power of licensing in the toy industry - with both established properties like Marvel, Pokemon and Jurassic Park engaging with both kids and adults, and brand new IPs breaking through and connecting with audiences.
Off the back of these licensed toy sales there are also huge opportunities in other licensed categories. Fandom crosses all categories, from apparel and homeware to food and beverage and health and beauty. So check out the Marketplace for the right IPs for your category and if you can’t find the brand you’re looking for we can still connect you.
And don’t forget to keep an eye on the events calendar for what the ‘big IPs’ are likely to be next year and beyond.