US Toy Industry Records Strongest First-Half Sales Growth in Six Years
According to a new Circana report, U.S. toy dollar sales increased 17% year over year in the first half of 2026, marking the strongest first-half growth in six years. Unit sales rose 12%, and average selling prices climbed 4%. Adult-only households contributed 55% of sales, while purchases for teens (ages 12–17) surged 33%. The report highlights the growing role of toys as hobbies and social experiences, with women driving over half of industry growth in a separate Circana study. Mattel and Hasbro both reported significant revenue gains in their latest quarters.
Dive Brief:
- U.S. toy dollar sales jumped 17% in the first half of 2026 compared with a year earlier, the highest year-over-year growth for that period in six years, according to a new Circana report.
- Unit sales rose 12% year over year, while the average selling price of toys increased 4%, a trend partly driven by rising demand for collectibles, trading cards, licensed products, and fandom-driven play.
- Adult-only households accounted for 55% of toy sales and grew 16% through June, per the report.
Dive Insight:
Toy purchases by adults aged 18 and older grew 25% in the first half of 2026, making this demographic the largest contributor to the industry's overall sales increase.
“At a demographic level, the toy industry’s growth continues to be fueled increasingly by older consumers,” according to Circana.
In parallel, toy purchases for children aged 12 to 17 swelled 33% year over year. Combined, teens and adults generated nearly 60% of the industry’s dollar gains during the first half of 2026.
“We’re seeing toys increasingly function as hobbies, fandom ecosystems, and social experiences rather than traditional children's products,” said Kristen McLean, vice president of client insights for Circana’s entertainment knowledge group, in a press release. “That's expanding the consumer base and creating new opportunities for manufacturers and retailers that understand how to engage collectors, enthusiasts, gifters, and self-purchasers.”
While adults are fueling overall toy sales, the trend is currently driven by women. In a separate recent Circana report, the research firm found that women drove more than half of the industry’s growth between January and April.
Toy giants Mattel and Hasbro have each benefited from the booming sales environment. Last month, Hasbro’s second-quarter net revenue grew more than 16% year over year to $1.1 billion. Mattel this month reported a 10% increase in second-quarter net sales to $1.1 billion. However, the company recorded a net loss of $18 million, compared with a net income of $53 million in the year-ago quarter.