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