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The global toy market in 2025 is showing surprising resilience amid ongoing challenges like trade tensions and inflation. According to Circana's latest report, global toy sales jumped 7% in the first half of 2025, reaching $27.5 billion across 12 major markets including the U.S., Canada, the U.K., France, and Germany. Unit sales increased by 4%, while the average selling price rose 3%.
The global toy market in 2025 is proving to be a year full of contrasts. On one hand, the world economy is still grappling with trade tensions, inflationary pressure, and shifting tariff policies. On the other hand, toy sales across major markets are posting their best first-half results in years. For anyone watching the industry, the message is clear: despite economic headwinds, the right products and strategies can still generate remarkable growth.
One of the most intriguing trends driving this year's growth is the surge in demand from consumers aged 12 and up. Traditionally, the toy market focused primarily on children under 12, but teens and adults are now becoming powerful customer segments in their own right.
Categories such as building sets, trading cards, puzzles, plush toys, and collectibles are all benefiting from this shift. For older buyers, toys are no longer seen as purely child-oriented products — they are also tools for creativity, nostalgia, and social connection.
Several factors explain this boom:
Nostalgia Marketing: Brands are successfully tapping into childhood memories, encouraging adults to buy toys they loved growing up.
Social Media Influence: Platforms like TikTok and Instagram have turned toys into viral cultural phenomena.
Hobby Collecting: Building sets, model kits, and premium collectibles have become respected hobbies with active global communities.
The first half of 2025 has been marked by strong category-level performance. Seven out of eleven “supercategories” tracked by Circana posted gains.
The single largest growth jump belongs to the Games & Puzzles category, which surged an impressive 36% worldwide. This rise is driven by both classic titles making a comeback and innovative new games that combine physical play with digital integration.
Outdoor and exploration-themed toys, including science kits and nature-based playsets, have gained popularity as parents look for ways to get kids away from screens and into more active, educational activities.
From simple interlocking blocks to advanced construction systems, building sets continue to inspire creativity across all age groups. The appeal here spans from preschool learning kits to highly complex collector editions.
Globally, collectibles have exploded in popularity, posting a 35% increase in sales. This momentum is fueled by continuous product innovation and the social media buzz that amplifies fan engagement.
Licensed toys — products tied to entertainment franchises — are also seeing record growth. Sales are up 17%, and they now make up 35% of the global toy market.
The most notable properties in 2025 include:
Pokémon — Sales have doubled compared to last year, making it the clear leader in the licensed space.
NFL, Marvel, Hot Wheels, and Star Wars — Each of these brands continues to generate excitement through a mix of new releases, special editions, and cross-platform marketing campaigns.
From trading cards to action figures, licensed and collectible play have become a cornerstone of both child and adult purchasing habits.
The current toy market presents a unique combination of strong opportunities and ongoing challenges. For all companies and professionals involved in the toy industry — whether you're sourcing, distributing, retailing, or operating in related sectors — understanding these dynamics in detail is essential to making informed business decisions. Here are several concrete takeaways that can guide your strategies in 2025 and beyond:
While children under 12 remain a core customer base, the rapid rise of teens and adults as toy consumers demands a fresh approach:
Product Diversification: Consider including more complex building sets, collectibles, and hobby kits designed with older age groups in mind. These products often allow for higher price points and stronger brand loyalty.
Marketing Adaptations: Tailor your marketing to engage social media platforms favored by teens and adults (like TikTok and Instagram). Encourage user-generated content, unboxing videos, and community challenges to boost visibility and engagement.
Community Building: Support and connect with fan groups or hobbyist communities. This can turn casual buyers into repeat customers and brand advocates.
Licensed products tied to popular franchises remain a key growth driver:
Partner Selection: Choose licenses that resonate strongly in your target markets and align with trending entertainment properties. Look beyond kids’ shows—consider franchises with cross-generational appeal.
Exclusive Editions: Offer exclusive or limited-edition variations that appeal to collectors and enthusiasts, adding perceived value and urgency.
Cross-Category Synergies: Combine licensed themes with trending categories like puzzles, games, or building sets to maximize consumer interest.
Consumers increasingly expect toys that combine physical play with digital or interactive elements:
Product Development: Innovate by integrating technology such as augmented reality, app connectivity, or modular components that enhance play value.
Educational Tie-Ins: STEM and explorative toys that blend learning with fun remain in high demand. Focus on products that promote creativity, problem-solving, and outdoor engagement.
Sustainability Focus: Consider eco-friendly materials and packaging. Environmentally conscious products can be a strong selling point among today’s buyers.
At Zhorya, we have been closely following these market shifts and adapting our product strategies accordingly. As a leading toy manufacturer and supplier, we serve clients worldwide with products that meet evolving consumer needs.
Here's why businesses choose wholesale toys from Zhorya:
Extensive Product Range: From building sets to plush toys, we cover all major categories highlighted in current market trends.
Customization Options: We offer branding, packaging, and design flexibility to help you stand out in a competitive market.
Global Reach: Our supply network serves distributors, retailers, and importers across multiple continents.
Quality Assurance: All products meet strict safety and compliance standards for different regions.
Market Responsiveness: We continuously monitor industry data to ensure our products align with rising categories and consumer preferences.
By partnering with Zhorya, you gain access not just to toys, but to market insights that can help you grow your business in a fast-changing global environment.
The first half of 2025 has shown that even in a volatile economy, the toy industry can deliver impressive growth when it adapts to shifting consumer behavior. By embracing older demographics, capitalizing on collectibles and licensing, and investing in innovation, businesses can position themselves for sustained success. With Zhorya as your wholesale toys partner, you gain not only quality products but also the market awareness needed to navigate and thrive in this evolving landscape.