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Toys are hot — and here’s what’s driving industry growth

The U.S. toy industry delivered its strongest first-half performance in six years as it continues to undergo a major demographic shift.

Dollar sales from January through June 2026 increased by 17% year over year, according to a report by Circana. Unit sales grew 12%, while the average selling price increased 4%,  led by high demand for trading cards, collectibles, licensed products and fandom-driven play.

Growth was fueled primarily by trading cards, collectibles and sports-related products.  Building sets, arts and crafts, and action figures & accessories also posted healthy gains across dollars, units and pricing, the report said.

Toys are hot — and here’s what’s driving industry growth | Chain Store Age

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