Looking at sales from January to April 2025, Circana’s latest report on the US toy industry is showing growth after two consecutive years of declines. 

This year’s sales have clocked in at US$7.7 billion, which represents an increase of 6% compared to the same period in 2024. And toys is now the fastest-growing industry tracked by Circana, primarily driven by the performance of collectible trading cards. 

New Pokémon TCG releases are one of the hottest products currently on the market because of an influx of grown-ups getting into the hobby. Circana reports that 19% of adults have purchased Pokémon cards for themselves within the past six months, while only a quarter of this demographic actually plays the game. Instead, many of them are simply collecting the cards or buying booster boxes in bulk in order to resell the most expensive ones in the secondary market. 

According to Circana’s checkout data, adults are at the highest toy spending level of all age groups. And they’re also this market’s fastest-growing demographic, up by 12% in the last year alone and accounting for more than US$1.8 billion in toy sales during Q1. 

Despite all of this strong growth, Circana VP and toy industry advisor Juli Lennett points out that consumers are showing early signs of polarization in response to potential price increases triggered by US President Donald Trump’s tariffs. Most are currently focused on buying either higher-priced toys (between US$20 and US$69.99) or products under US$15, but they still seem willing to spend on toys for themselves or as gifts for loved ones. Lennett advises that toycos will need to monitor the situation closely as the shopping priorities and habits of consumers dealing with growing inflation concerns are expected to change later this year.