Circana, the consumer behaviour specialist has published retail toy sales figures for the first half of 2024 across the G12 countries* including the UK and the US. Pokémon was the top selling toy property globally for fourth year running, while in the UK it was Disney’s Star Wars.
Against a 19% year-to-date decline at the global box office, as reported by Box Office Mojo, licensed toys still accounted for 32% of the total toy market in the first half. Pokémon remains in first position among the top brands and licences globally, followed by Squishmallows (Jazwares), Star Wars (Disney), Marvel Universe (Disney), and Hot Wheels (Mattel).
The top five properties are being challenged by innovative new and expanding brands. The top five gaining properties so far this year include Lego Icons, which is targeted at older consumers, the NBA sports license, the new collectible line Miniverse from MGA Entertainment, the children’s cartoon Bluey (BBC), and various Disney hits.
Frédérique Tutt, global toys industry advisor at Circana, said: “After a difficult year in 2023, when inflation began taking a heavy toll on consumer spending, Circana is pleased to report that toy sales have stabilised in the first half of 2024, in terms of both value and units sold, as average prices hold steady with last year.”
So far this year, four of the 11 toys super categories tracked by Circana have experienced a year-on-year sales increase within the G12. Building sets continue as the main driver behind the industry performance with 20% sales growth, followed by explorative and other toys, up 5%, with plush and vehicles each growing by 1%.
Frédérique Tutt added: “We continue to observe strong momentum with older consumers, especially adult fans and collectors who have re-discovered play and are very engaged with the category.”
* G12 is a group of industrially advanced countries whose central banks co-operate to regulate international finance.
