Sales are representative of retailers that participate in Circana's Retail Tracking Service. Circana's current estimate is that the Retail Tracking Service represents approximately 67% of the Canadian retail market for toys.
| Super Category |
2021 |
2022 |
2023 |
2024 |
2022
% change |
2023
% change |
2024
% change |
| All Super Categories |
$2,434 |
$2,465 |
$2,320 |
$2,337 |
1% |
-6% |
1% |
| Action Figures & Accessories |
$133 |
$160 |
$151 |
$145 |
21% |
-6% |
-4% |
| Arts & Crafts |
$112 |
$108 |
$103 |
$90 |
-4% |
-4% |
-13% |
| Building Sets |
$300 |
$305 |
$332 |
$411 |
2% |
9% |
24% |
| Dolls |
$258 |
$250 |
$213 |
$188 |
-3% |
-15% |
-12% |
| Explorative & Other Toys |
$172 |
$165 |
$151 |
$168 |
-4% |
-8% |
11% |
| Games/Puzzles |
$324 |
$312 |
$303 |
$296 |
-4% |
-3% |
-2% |
| Infant/Toddler/Preschool Toys |
$290 |
$291 |
$271 |
$253 |
0% |
-7% |
-7% |
| Outdoor & Sports Toys |
$521 |
$483 |
$391 |
$349 |
-7% |
-19% |
-11% |
| Plush |
$136 |
$190 |
$199 |
$214 |
39% |
5% |
8% |
| Vehicles |
$140 |
$157 |
$169 |
$187 |
13% |
7% |
11% |
| Youth Electronics |
$48 |
$44 |
$38 |
$37 |
-9% |
-13% |
-3% |
*Dollar amounts rounded; Adjusted Millions. (Sales $MM in $CAD) *Dollars Adjusted % Change
Source: Circana, LLC, Retail Tracking Service, Canada, January – December 2024
All Rights Reserved.
To learn more, contact Jeff Bowes, Director, Client Development and Industry Analyst, Canada Entertainment.