4 reasons for the US toy industry’s double-digital growth this year

REPORT: Circana is seeing a 13% uptick compared with early 2025—and some unexpected categories are fueling the momentum.

By Sadhana Bharanidharan

June 17, 2026

TAGS:

Circana, consumer insights, games and puzzles, kidult, NeeDoh, research, sales, squishy toys, TikTok, toy industry

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