The following article is based on a press release issued by Circana on June 8, 2026.

Early sales data suggests that excitement surrounding the 2026 FIFA World Cup is already translating into strong toy sales globally, with soccer-related toy sales from January to April increasing 160% in dollar value across the 12 countries that Circana tracks. Soccer-related toys now account for 9% of all sports-related toy sales, up from 4% during the same period last year.

The sales data matches trend predictions announced by The Toy Association earlier this year, which highlighted “Fan-Driven Play” — including toys based on global cultural moments and fandoms — as one of the top trends driving consumer toy purchases in 2026.

According to Circana, while trading cards continue to account for the largest portion of sales (44%), soccer-themed play is becoming more diverse. Building sets now make up a quarter of soccer-related toy sales (25%), followed by collectible figures (12%), plush, and other categories. In comparison, trading card games represented more than 80% of soccer-related toy sales during the previous World Cup in 2022.

“Unlike prior tournaments, we’re seeing a wider ecosystem of soccer-inspired products gaining traction and reflecting deeper engagement across age groups and product types,” said Frédérique Tutt, global toys industry advisor at Circana. “This diversification reflects broader opportunity for licensors, retailers, and manufacturers to capture fan spending beyond traditional formats.”

Momentum for the category accelerated in April, when World Soccer ranked as the third fastest-growing toy property globally, behind Pokémon and Super Mario, Circana says. Monthly sales reached $45 million as new products arrived on store shelves. Sales data from key markets offers a glimpse into how World Cup excitement is translating into toy purchases around the world:

• U.S.: FIFA World Cup 2026 Ballers Mystery Capsule from ZURU ranked as the second best-selling action figure collectible in April, while the LEGO FIFA World Cup Official Trophy set topped the building sets category based on dollar sales.


• Mexico: Trading card sales in April surpassed those in the U.S. for the month, showing the country’s deep-rooted soccer culture. The FIFA World Cup 2026 Official Sticker Collection from Panini launched April 30 and became Mexico’s number-one selling toy of the year by unit sales within its first week.


• UK: For the week ending May 16, seven of the country’s 10 top-selling toys carried the FIFA license.

“As soccer continues to globalize, so does the commercial opportunity around it,” Tutt continued. “These early results underscore the power of soccer-related toys and collectibles as both a cultural and retail phenomenon. … As new fans enter the category and spending expands beyond trading cards into building sets, figures, and plush, the upcoming tournament is shaping up to be not just a sporting event, but a major catalyst for the global toy market this summer.”