Global toy and licensing market growth

The global toy market experienced significant growth in the first half of 2026, with value sales increasing by 14% compared to the same period in 2025. This growth reached a total market value of US$ 32 billion, driven primarily by increased sales volume rather than price increases.

Regional dynamics show Latin America as a highly dynamic market, outpacing Europe with key categories including dolls, trading card games, and mini vehicles. In North America, growth is led by major franchises, collectible card games, and licensed entertainment properties.

A major driver of this expansion is the rise of the ‘kidult’ consumer segment—teenagers and adults purchasing collectibles and cross-generational products. In Brazil, collectibles saw a 398% surge among this demographic. Additionally, major sporting events have heavily influenced retail performance; during the 2026 FIFA World Cup, sales of related items in Brazil rose 85.6% compared to 2022, with FIFA-licensed products accounting for 25% of the total toy market revenue in the country during the tournament.