Circana Reveals 2025 Global Toy Industry Performance Award Winners

Circana has announced the winners of its 15th annual Toy Industry Performance Awards, recognizing the top-selling toys, properties, and manufacturers based on 2025 retail sales across global markets, including the United States, Europe, Canada, Brazil, and Mexico.

The LEGO Group was named Global Toy Manufacturer of the Year, while Pokémon earned Global Toy Property of the Year honors. Mattel’s Hot Wheels Singles 1:64 Assortment secured the title of Global Top Selling Toy of the Year, reinforcing the brand’s continued strength across multiple regions.

According to Circana, the awards reflect sales performance tracked through its Retail Tracking Service and highlight both established franchises and emerging category leaders. Europe’s Top Gaining Toy Property of the Year also went to Pokémon, with additional category-specific gains driven by brands such as Jurassic World, Lilo & Stitch, LEGO Formula 1, Hello Kitty, and Toniebox.

In the United States, top-selling toys by supercategory included Barbie Dreamhouse, WWE Elite Figure Collection, Squishmallows, and Bunch O Balloons, while in Canada, Brazil, and Mexico, strong performers included Hot Wheels, Pokémon, Paw Patrol, Zuru, and LEGO across multiple categories.

“The toy industry continues to inspire and innovate, and 2025 was a testament to its resilience,” said Ricardo Solar, EVP of Entertainment at Circana. “In a year where the industry not only met challenges but achieved remarkable growth, we celebrate these companies who keep the demand and imagination thriving. We congratulate this year’s winners and wish the entire toy community much play and prosperity in 2026.”

The annual awards underscore global consumer demand for evergreen brands, licensed properties, and category-spanning portfolios, as well as the continued importance of innovation across play patterns, age ranges, and retail channels.