Circana has announced the winners of its 15th-annual Toy Industry Performance Awards, with The LEGO Group, Mattel and The Pokémon Company International once again taking home top honors. 

According to Circana’s latest tally, 2025 saw the global toy industry finally rebound after three straight years of revenue declines. Annual sales were up 7% to US$115.6 billion, and for the first time ever, all 12 countries monitored by the market research firm posted year-over-year growth. The Netherlands emerged as the fastest-growing market (up 15%), and Circana noted last week that the UK region has recovered admirably, posting a 6% sales life after five years of downward momentum. 

Circana’s Retail Tracking Service was used to identify last year’s top-performing brands, toys and manufacturers in the US, Canada, Europe, Brazil and Mexico. Here’s how they got a leg up in their respective categories: 

Four-time champ: The LEGO Group has earned its seat on the throne again, winning Global Toy Manufacturer of the Year for a fourth consecutive year. The Danish brick-maker is primarily responsible for the building sets category experiencing steady growth for the last six years, with sales jumping by 18% in 2025 alone. Despite new competition from Mattel and Jazwares, LEGO had the top-selling building set in all five global markets. 

Pokémadness: Circana crowned Pokémon as 2025’s Global Toy Property of the Year for a second year running—which comes as no surprise, given that the IP helped drive a whopping 30% spike in games & puzzles sales last year, thanks to its trading card game booster packs and accessories. Jazwares also scored a surprise win for Top Selling Plush in Canada with its licensed Pokémon Sleeping Plush range. 

Burning rubber: Mattel was the only toyco on the vehicles tarmac this year, and its iconic Hot Wheels brand sped off with a total of nine awards, including Global Top Selling Toy of the Year (as well as coming out on top regionally in the US, Canada and Brazil). While the overall average price of toys increased by 3% last year, Mattel was able to weather this creep by keeping its 1:64 scale assortment of Hot Wheels vehicles as affordable as possible. 

Toddler wars: With so many brands tussling in the preschool space, none managed to emerge as a clear victor this year. The Toniebox was Europe’s Top Gaining Preschool Toy; Mattel’s Fisher-Price Kick and Play Piano Gym Mat claimed Top Selling Preschool Toy in the US; Sunny Brinquedos’ PAW Patrol vehicles took home the honor in Brazil; and Spin Master booked a win with its Ms. Rachel Speak and Sing doll in Canada.

Circana’s remarks: “Around the world, the toy market experienced an exceptional year, driven by strong consumer enthusiasm for licensed products, collectibles, construction toys and games,” says global toys industry advisor Frédérique Tutt. “This positive performance marks a pivotal turning point for the industry, signaling that toys have reasserted their role as affordable entertainment and cultural touchpoints for consumers of all ages.”