“Toy sales have stabilised in the first half of 2024”, reports Circana

Circana has released the toy sales performance figures for the first half of the year across 12 global markets (G12), including Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, Netherlands, Spain, UK and the US.

Across the G12, dollar sales declined by 1% from January through June 2024, versus the same period in 2023, to $24.5 billion, while average selling price was on par with last year at $11.57, according to Circana’s Retail Tracking Service.

So far this year, four of the 11 toys super categories tracked by Circana experienced a year-over-year sales increase within the G12. Building sets continue as the main driver with 20% sales growth, followed by explorative and other toys up 5%, and plush and vehicles each growing by 1%.

Licensed toys accounted for 32% of the total toy market in the first half of the year – 5% higher than the same period in 2021 – and sales grew by 6% compared to 2023. Pokémon is still in first position among the top brands and licenses globally, followed by Squishmallows, Star Wars, Marvel and Hot Wheels.

The top five gaining properties so far this year include LEGO Icons, the NBA sports license, Miniverse from MGA Entertainment, Bluey and various Disney hits.

“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 stabilised in the first half of 2024, in terms of both value and units sold, as average prices hold steady with last year,” said Frédérique Tutt, global toys industry advisor at Circana.

“We continue to observe strong momentum with older consumers, especially adult fans and collectors who have re-discovered play and are very engaged with the category. As we move through the second half of the year and prepare for the holiday season, we expect to see more new products being launched that will deliver excitement for children and adults alike. The industry will continue to gain traction in product categories including building sets, plush, robotic interactive pets, and collectibles.”

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