Circana reports: soccer drives 160% surge in Global Toy Sales
Global sales of soccer-related toys are experiencing strong growth, according to new data from Circana, driven by rising fan engagement, expanding product categories and increasing demand for collectibles such as trading cards, building sets and figures.
12 global toy markets tracked by Circana
Soccer-related toy sales across the 12 global toy markets tracked by Circana increased by 160% in dollar value year-to-date through April, accounting for 9% of total sports-related toy sales compared with 4% in the same period last year. Trading card games remain the largest segment with a 44% share, followed by building sets at 25%, collectible figures at 12%, as well as plush and other categories. This marks a shift from 2022, when over 80% of sales were driven by trading cards alone.
Third fastest-growing toy property globally
In April 2026, World Soccer was the third fastest-growing toy property globally, behind Pokémon and Super Mario, reaching $45 million in monthly sales as new products entered the market. Circana noted that demand is becoming more diversified across age groups and product types, expanding opportunities for licensors, retailers and manufacturers.
Market dynamics vary by region. In the United States, FIFA World Cup 2026 products such as Zuru’s Ballers Mystery Capsule ranked among the top-selling action figure collectibles, while LEGO’s FIFA World Cup Official Trophy set led building set sales. In Mexico, trading card demand surged sharply, with FIFA World Cup 2026 sticker collections quickly reaching top-selling positions after launch. In the United Kingdom, FIFA-licensed products accounted for seven of the top 10 toys in a weekly ranking in May.
Circana said early trends indicate growing global commercialization of soccer-related toys, with sales typically peaking further as national teams advance in major tournaments, a pattern expected to continue into 2026.