Across Circana’s tracked global markets2, toy sales grew +9.5% in the 12 months ending June 2026, versus the prior year. “While the global toy industry remains united by consumer passion for play, today’s market is also defined by local dynamics,” said Frédérique Tutt, global toys industry advisor at Circana. According to Circana’s Global Toy Report, Asia and Oceania are the fastest growing regions for toy sales, and Asia recorded the highest increase in toy spend per child in 2025. Australia’s toy market continues to deliver strong growth, with Building Sets maintaining its position as the largest supercategory by value sales. The Global Language of PlayJust as play is universal, so is the need for consistent global market measurement.