Hey Toy wholesalers, big news for the global toy market!
After 3 years of falling sales,
2025 bounced back big!
12 key markets all went up — sales up 7%, first time ever!
Netherlands led with 15% growth.
US, UK, France all rose steady!
4 big categories drove the growth:
Puzzles up 30%,
collectible toys up 32%,
Building blocks up 18%,
licensed toys up 15%!
Licensed toys hit 37% of the market — a new record!
Pokémon is still the top toy IP.
Hot Wheels and Marvel are right behind!
Older kids are huge buyers:
12+ makes up over 30% of sales in Europe and the US!
2026 trends are clear: licensed toys, brand team-ups, digital fun!
Brands that make toys for all ages will win the market!
Which growing toy category will you focus on?
Talk in the comments.
