Global Toy Sales Stabilize in 2024: Collectibles, Fan Favorites, and Smart Spending Shape the Market

Global Toy Market Performance - Global toy sales across 12 markets (G12) declined by 0.6% in 2024 compared to 2023 [1] - The average selling price remained flat year-over-year (-0.2%) after four consecutive years of growth [2] - Five out of 11 toy supercategories experienced year-over-year dollar sales growth in 2024 [2] Top Performing Toy Categories - Building sets grew for the fifth consecutive year, up 14%, capturing the top spot in both sales and growth [2] - Explorative and other toys grew by 5%, while vehicle sales increased by 3% [2] - Plush and games/puzzles segments each saw a 1% sales increase [2] Licensed and Collectible Toys - Licensed toy sales grew 8%, accounting for 34% of the total toy market [3] - Pokémon remained the top-selling toy property globally, followed by Barbie, Marvel Universe, Hot Wheels, and Star Wars [3] - LEGO Botanicals emerged as the top gaining property, reflecting the trend towards adult-targeted toys [3] - Collectible toy sales grew nearly 5%, representing 18% of overall volumes and 15% of value sales [4] US Market Performance - The US market, accounting for over half of G12 toy sales, saw a 0.3% year-over-year decline, slightly outperforming the G12 average [5] - Three of 11 supercategories posted dollar growth in the US, with building sets leading at 16% growth driven by LEGO Botanicals [6] - Explorative and other toys grew by 10%, led by NBA, while vehicles increased by 2% driven by Monster Jam [6] Industry Trends and Outlook - The toy industry stabilized in 2024, moving from correction to consistency, with growth in the adult toy market balancing headwinds like higher grocery prices and rising consumer debt [7] - The global toy market is expected to benefit from box office hits and popular streaming series in 2025, offsetting declining birth rates and economic uncertainty [7] - A stronger lineup of highly anticipated toyetic movies in 2025 and 2026 is expected to stimulate industry growth [7]