The US toy industry experienced remarkable growth in the first half of 2026, marking its best performance in six years. A recent Circana report highlights a 17% increase in dollar sales compared to the previous year, with significant contributions from older consumers.
Market Dynamics
Unit sales of toys rose by 12% during this period, alongside a 4% increase in the average sales price. This uptick is partly attributed to the rising popularity of collectibles, trading cards, licensed products, and play centred around fan cultures. Notably, adult-only households were responsible for 55% of total toy sales, which reflected a 16% rise through June.
Trends Among Age Groups
Adults over 18 were a major growth driver for the industry, with a 25% increase in their toy purchases in the first half of 2026. Collectively, purchases by teenagers aged 12 to 17 and adults have accounted for almost 60% of toy sales growth in this timeframe. As Kristen McLean, vice president of client insights at Circana, revealed, toys are increasingly seen as hobbies and social experiences, expanding their appeal beyond traditional child playthings.
Demographic Insights
Women have had a notable impact on the industry’s growth, steering more than half of the sales increase from January to April, according to another Circana analysis. This demographic has played a crucial role in reshaping the toy market.
Company Performances
The giants within the toy industry have also thrived as a result of this overall boom. Hasbro reported a more than 16% rise in net revenue for the second quarter, reaching $1.1 billion. Meanwhile, Mattel saw a 10% growth in Q2 net sales to the same figure, although it did report a net loss of $18 million, contrasting with a net income of $53 million in the same quarter the previous year.
Reporting based on coverage first published by retaildive.com.