The unthinkable has happened. For the first time in years, the toy industries in all of the G12 countries have achieved growth in the first half of the year, according to the market research firm Circana. This comes after a year of flat sales in 2024 and a 7% sales decline in 2023 during this same period.

Circana’s global toys advisor Frédérique Tutt attributes the surge primarily to the growing “kidult” market. This demographic of teens and adults is outpacing traditional toy trends long established by kids and preschoolers by purchasing a wide range of collectibles, such as trading cards, plush toys, building sets and games. 

While this sales boom bodes well for the wider toy industry leading into the all-important holiday season, many market uncertainties are still plaguing the landscape—ranging from ongoing trade disruptions to geopolitical tensions and rising inflation. The US and China just this week agreed to extend their pause on installing any new tariffs for another 90 days. The threatened tariffs would have skyrocketed to 145% on Chinese goods imported to the US if no contract had been signed before the deadline two days ago. 

Here are more of the key findings from Circana’s report: 

Global toy industry performance: Sales up 7% to US$27.5 billion in the first half of 2025 compared with the same sales period last year. 

Average toy selling price: Up 3%

Total units sold: Up 4% 

Global toy industry performance by country: 

Spotlight supercategories: Games and puzzles rapidly grew 36% due to increased demand for new trading card game (TCG) products, followed by explorative toys (up 13%) and building sets (up 12%).

Top five gaining product segments: Trading card games, building sets, trading cards, action figure collectibles and standard action figures

State of licensed toys: Licensed products grew 17% worldwide in the first half of the year, now accounting for 35% of all global toy sales. 

IPs to keep an eye on: For a fourth year in a row, Pokémon has emerged as the top licensed property, and the brand has doubled its sales compared with last year due to rampant demand for new booster packs. Other noteworthy brands performing well in the market include NFL, Marvel, Hot Wheels and Star Wars. 

Toy industry advisor outlook: “The toy market is in healthy shape, with solid demand for toys and games; however, as an industry we must remain vigilant of the uncertainties surrounding US tariffs and their impact on pricing and supply chains,” Tutt says. “As the second half of the year accounts for over 60% of annual toy sales, the industry has reason to be optimistic about continued growth, but must also remain cautious and strategic as the holiday season draws near.”