Last year’s top-selling US toy brand and licensed toy lists are indicative of several wider market trends, according to Circana VP and US Toys advisor Juli Lennett. First off, licensed toys are doing great at a time when other toys are struggling at retail. Second, adults are driving a lot of growth for the toy industry at large. And third, LEGO is making a mint in the construction toy category, where there’s probably room for more players to play.
Circana is a leader in providing technology, AI and data to fast-moving consumer packaged goods companies, durables manufacturers and retailers seeking to optimize their businesses.
This story originally appeared in Kidscreen’s Q2 2025 magazine issue.
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