US Toy Market sees growth in early 2025, driven by trading cards and adult consumers

The US toy industry is off to a strong start in 2025, with retail sales rising 6% and units sold up 3% from January to April compared to the previous year, according to Circana, LLC. Toys outpaced all other tracked industries, fueled by new Pokémon releases and a surge in collectible sports trading cards.

Eight out of eleven toy supercategories posted dollar growth, with games, puzzles, and explorative toys leading the way thanks to trading cards from brands like Pokémon, One Piece, NFL, and MLB. Building sets, action figures, arts and crafts, youth electronics, infant/preschool toys, and vehicles also contributed to the positive trend.

A key driver of this growth is the adult market: toy sales to consumers aged 18+ jumped 12% in Q1 2025, making adults the fastest-growing demographic and the highest-spending group at $1.8 billion. Notably, 19% of adults have bought Pokémon cards for themselves in the past six months, with most collecting or displaying them rather than playing the game.

Pricing trends reveal a polarized market, with growth in both higher-priced ($20–$69.99) and lower-priced (under $15) segments, while mid-tier sales lagged. Ongoing tariff discussions are also shaping consumer behavior, with one-third of shoppers opting for less expensive toys if prices rise, and another third willing to pay more.

“The toy industry is showing its resiliency during a turbulent time, but will need to nimbly adapt to a retail landscape of polarized consumers and ongoing inflation concerns,” said Juli Lennett, vice president and toy industry advisor at Circana.

Source:Circana, LLC, Press Release