International toy gross sales stabilized in 2024 with a decline by 0.6% in 2024. The report comes from report by Circana, the main advisor on the complexity of shopper habits.
The corporate studied 12 world markets, together with Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, Netherlands, Spain, United Kingdom, and america as a part of its findings. 5 of the 11 toy supercategories tracked by Circana noticed year-over-year greenback gross sales improve.
Among the many positive factors had been a 14% progress for building sets for the fifth consecutive 12 months, a 5% improve in explorative toys, and a 3% improve for vehicles. Plush and games elevated by 1%. LEGO Botanicals was one of many best-selling toys of the 12 months, and licensed toy gross sales elevated by 8%, regardless of fewer blockbuster movies in 2024, and accounted for greater than a 3rd of the full toy market with 34% of all toy gross sales. Scorching IPs final 12 months included Pokémon, the top-selling toy property, Barbie, Marvel, Hot Wheels, and Star Wars.
“Toys gross sales in 2024 replicate a robust distinction in shopper habits — between buyers making very rational selections, shopping for on offers and on an as wanted foundation, while on the identical time clearly indulging on feel-good toys to gas their fandom or to offer themselves some respite,” stated Frédérique Tutt, International Toys Trade Advisor at Circana. “Gross sales of collectible toys have by no means been as excessive as in 2024.”
Collectibles grew 5% final 12 months to take 18% of the full market. Figures, buying and selling card video games, and plush helped improve year-round gross sales.
“This 12 months we count on the worldwide toy market to be positively impacted by the field workplace and widespread sequence’ on streaming platforms, persevering with to gas younger and mature shopper appetites for toys and collectible merchandise,” stated Tutt.
To study extra about Circana and its analysis, go to circana.com.
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