Global Toy Market Rebounds, Kidult Economy and IP Licensing Become New Growth Engines

It is reported that the global toy market showed signs of recovery in the first half of 2025. According to Circana data, the total toy sales in 12 countries including the United States, Canada, and Mexico increased by 7% to reach $27.5 billion. Sales volume grew by 4% year-on-year, and the average price rose by 3% year-on-year. Among these countries, Canada and the Netherlands experienced rapid growth, while Germany's growth rate was relatively low.

The main driving force behind the growth of the toy market this time is the boom of the "big kid economy." There has been a surge in demand for building blocks, trading cards, and collectibles among those aged 12 and above, with sales of collectible-grade toys soaring by 35%. At the same time, IP-licensed toys also performed strongly: Pokémon sales doubled, topping the charts for four consecutive years, while other IPs such as Marvel and Star Wars also showed impressive results, driving overall growth of licensed toys by 17%, accounting for as much as 35% of the market. Among the 11 major toy categories, games and puzzles led the market with a sales growth rate of 36%, while building blocks grew by 12%.

Industry insiders suggest that sellers can develop building blocks, collectible dolls, and card products based on popular IPs to capture the growing markets in North America and Europe.