The U.S. toy industry grew 13% through April 2026 compared to the same period last year. Circana reports this performance marks a notable acceleration from 2025 trends. Unit sales increased by 5% while the average selling price rose by 7%.
Games and puzzles grew 39% behind the enduring popularity of Pokémon. Building sets led by LEGO saw a 20% increase. Collectibles and licensed pop-culture products remained primary drivers of the overall market surge.
Consumers aged 18 and older accounted for 35% of the total industry growth. This kidult demographic reinforced market resilience against broader economic pressures. The sector outperformed other discretionary spending categories, improving the outlook for toy manufacturers and specialty retailers.