Consumers aren’t kidding around when it comes to toys. The global toy market grew 8% to hit $123 billion in 2025, Circana’s research shows, but the bigger story is who is driving that growth and how play itself is expanding.

After a period of post-pandemic normalization, the industry returned to sustained growth last year, with recovery spanning all regions and average spend per child reaching $64.

Several trends from the 2025 research stand out and continue to shape today’s marketplace:

Young Adults Bring the Fun

Sure, kids love playthings, but usage is aging up. Circana’s research reveals that although children under 10 account for two-thirds (67%) of the sector, their share of global sales is declining as purchasing shifts towards teens and young adults over the age of 15. Children between the ages of 10 and 14 make up 15% of the market, while 15+ consumers have moved up to 18% of the market. Sales among consumers ages 15+ have surged 111% since 2020 and have now overtaken the 10-14 age group. The largest audiences for 15+toys are in the U.S., Germany, Japan, and France.

Big Little Influence

As older Gen Z consumers are redefining toy consumerism, youngsters between the ages of 0-12 who comprise Gen Alpha are also making their mark. More than 2.1 billion strong, this is the largest global generation ever and the most diverse. Diversity and social consciousness are hallmarks of this digitally native group, which is likely to affect their purchases and pastimes. Toy brands and retailers can also keep in mind that a majority (56%) of parents in the U.S. report that their Gen Alpha children look at online shopping content for new ideas.

Gender gaps?

Circana’s global data shows that toy sales to boys under the age of 15 are 32% larger than sales to girls in the same age bracket. Sales to females in that group dipped 4% from 2020 to 2025. At the same time, insights show that beauty and fashion are siphoning sales away from toy categories among young girls in the European region and the United States.

Developing Dynamics Among Nations

Demand for toys is widening in developing countries. These nations outpaced developed markets in sales growth last year, a trend fueled by higher spending per child and population increases. There’s room for further growth, as the average $25 spend per child has the potential to rise. Meanwhile, toy makers and retailers can tap into opportunities within developed countries as well, as expansion in those regions has come from increased spend per child after a few challenging years post-COVID.

As for the rest of the 2020s, the outlook for toys may vary by country, generation, gender, and other factors, but an expanding consumer base and broader definition of play mean there are more fun and games to be had.

Learn more about toy trends in Circana’s recent report.