The following article is based on a press release issued by Circana on June 15, 2026.

The U.S. toy industry posted 13% dollar growth from January through April 2026 compared to the same period last year, according to new data from Circana. Unit sales increased 5%, while average selling prices rose 7%, making toys one of the strongest-performing discretionary categories amid broader softness in consumer spending.

“The toy industry’s promising start to 2026 reflects a unique intersection of resilient demand and evolving consumer behavior,” said Kristen McLean, vice president of client insights for Circana’s Entertainment Knowledge Group. “Growth is being driven by enthusiasm for trading cards, collectibles, and licensed properties across age groups, reinforcing toys as a bright spot despite broader pressure on discretionary spending.”

According to Circana’s Retail Tracking Service, seven of the industry’s 11 supercategories posted dollar gains. Games and puzzles led the way with 39% growth, fueled by Pokémon, followed by explorative and other toys, which increased 36% behind the popularity of Major League Baseball (MLB) collectibles and NeeDoh. Building sets rose 20%, driven by products including LEGO Botanicals and Formula 1-themed sets.

Licensed products and hobby-driven categories continue to play an integral role in the industry’s performance, while adult consumers remain an important source of growth. Consumers aged 18 and older accounted for 35% of total industry growth through April, and more than half of all industry growth came from women.

The market is also seeing consumers gravitate toward mid-tier and premium price points. While entry-level products face increasing pressure, higher-priced purchases are helping drive revenue growth even as unit growth remains more moderate.

Meanwhile, sensory toys continue to gain momentum. Squishy toys posted triple-digit growth in both dollar and unit sales through April, driven in part by viral trends and social commerce.

According to Circana’s Social Commerce Tracking data, TikTok Shop has grown to account for 1% of total retail sales and 3% of e-commerce sales in just two years. Toys, hobbies, and collectibles now represent the platform’s third-largest category, with products such as NeeDoh benefiting from the influence of ASMR videos, unboxing content, and limited-edition collecting.

“Strong retail performance and social-driven discovery are transforming sensory toys from a niche segment into a scalable growth category,” McLean continued. “Fueled by ASMR content, unboxing videos, and the excitement of hunting for limited editions, these products are resonating with consumers across age groups and reinforcing the growing influence of social commerce on toy demand.”