This year’s annual global toy industry sales capped off at US$36.7 billion, growing by 2% over  2021, according to a new report published by market research firm NPD Group. This data aligns with NPD’s August report, which highlighted that the industry is losing steam after two years of massive growth in 2020 and 2021.

Across the 12 global markets tracked by the New-York based firm, toy sales are booming in Brazil and Mexico, which saw the category’s revenue increase by 23% and 13%, respectively. The main driver of this growth is the sales of 2022 World Cup trading cards and stickers from Italian collectibles company Panini. Meanwhile, toy sales declined by 7% in Belgium; 5% in Germany and the UK; and by 2% in France. 

Licensing sales also increased by 5% over 2019 and now account for nearly 30% of this year’s dollar sales in the industry. The top five best-selling properties globally are: Pokémon (pictured), Star Wars, Barbie, Masters of the Universe and Hot Wheels. 

Six of the 11 largest toy categories tracked by NPD experienced growth this year, with plush toys leading the pack (up 32%), followed by action figures (up 12%). Three smaller toy sub-categories picking up steam are non-strategic cards and stickers, traditional plush toys and collectibles. Meanwhile, skateboards and skates is the sub-category in the most decline, down 30% compared to last year.

“Unlike many other categories which grew tremendously during the pandemic and then saw sales drop dramatically post-COVID, the global toy market continues to perform and maintain an elevated level of sales,” said Frédérique Tutt, NPD’s global toys industry analyst, in a release. “As we approach the final quarter of the year, seeing a 2% revenue growth is encouraging for the industry.”