Global toy and licensing markets grow amid rise of adult consumers and World Cup demand

The global toy and licensing market is experiencing significant growth, driven by shifting consumer demographics and major sporting events. According to data presented at Licensing Con LATAM 2026, the global toy market reached US$ 32 billion in the first half of 2026, a 14% increase compared to 2025. This growth is largely attributed to increased sales volume rather than price hikes.

A key trend is the rise of the ‘kidult’ consumer—teenagers and adults who drive demand for collectibles and cross-generational products. In Brazil, cross-generational product sales grew by 140%, while collectibles saw a 398% surge among this demographic. Hasbro noted that 97% of adults claim to play in some form, leading the company to pivot nearly half of its portfolio toward adult consumers.

Major sporting events also heavily influence retail performance. Centauro reported a net revenue of R$ 1.12 billion in the second quarter of 2026, bolstered by the 2026 FIFA World Cup. Sales of World Cup-related items rose 85.6% compared to 2022, with Brazilian national team jerseys accounting for 60% of those sales. In Brazil, FIFA-licensed products reached a peak of 25% of the total toy market revenue during the tournament, totaling R$ 253 million between March and June 2026.