While there’s strong growth across all Circana’s tracked markets, the driving forces differ significantly by territory
Global toy sales grew 9.5 per cent year on year in the 12 months ending June 2026, according to Circana’s latest tracking figures. Growth accelerated in the past six months, with year-on-year value sales up 14 per cent in the first half of 2026 (January-June).
But Circana’s analysts say regional preferences across North America, Latin America (LATAM), Europe, and Asia-Pacific (APAC) are creating differentiated growth paths and unique opportunities for manufacturers, licensors, and retailers.
“While the global toy industry remains united by consumer passion for play, today’s market is also defined by local dynamics,” said Frédérique Tutt, global toys industry advisor at Circana. “Succeeding in the toy market requires an understanding not only of what is trending globally, but how category preferences, licensing, seasonality, and fandom vary by region.”
Across Europe, toy demand continues to benefit from strong family spending patterns and established category leadership. Europe’s consumers continue to show consistent engagement, with the second-highest annual spend per child under 10-years-old globally at approximately $240 in 2025. The region also reflects broader global trends toward collectibles, gaming-related products, and fandom-driven purchasing behavior, creating opportunities for brands with strong intellectual property portfolios and multigenerational appeal.
In North America, licensed entertainment properties remain among the most influential drivers of toy spending. Trading card games, collectibles, and franchise-driven purchases continue to create strong opportunities for manufacturers seeking to build long-term fan engagement. The region’s mature retail landscape continues to reward brands that can connect physical products with broader entertainment experiences, reinforcing the importance of intellectual property as a key growth engine.
LATAM continues to emerge as one of the toy industry’s most dynamic growth regions, outpacing Europe’s market growth. The territory is being driven by a unique mix of category preferences that differ notably from broader global trends and continue to evolve as the market develops. Dolls are the region’s largest supercategory by value sales, contrasting with North America, where Games and Puzzles lead, and Europe, where Building Sets rank as the top supercategory.
The LATAM region also exhibits unique seasonality. December accounts for 32 per cent of annual toy sales in the region, climbing even higher in Chile and Peru – a significantly higher concentration than any other region. While the holiday period remains critical, the market’s continued expansion also presents opportunities for manufacturers and retailers to build year-round engagement through licensing, collectibles, and emerging play trends.
The APAC toy market continues to demonstrate strong long-term potential as consumer spending and engagement with play increase. According to Circana’s Global Toy Report, Asia and Oceania are the fastest growing regions for toy sales, and Asia recorded the highest increase in toy spend per child in 2025.
“Developing markets, such as those in Latin America and Asia, offer manufacturers the chance not just to participate in growth, but to shape it,” added Frédérique. “Companies that identify emerging trends early and adapt to local consumer preferences have an opportunity to establish a strong foothold, build lasting brand affinity, and become category leaders, serving consumers in ways that are relevant, authentic, and differentiated.”
