The awards recognize the top selling toys, properties, and manufacturers across the United States, Europe, Canada, Brazil, and Mexico
CHICAGO, January 29, 2025 – Circana™, a leading advisor on the complexity of consumer behavior, today announced the winners of its 14th annual Toy Industry Performance Awards. The awards recognize the best-selling and top gaining toys, properties, and manufacturers based on 2024 sales globally* and in the U.S., Europe, Canada, Brazil, and Mexico, according to Circana’s Retail Tracking Service.
“It is exciting to once again recognize the toy industry’s top performers and shine a light on those leading our industry – whether they be brand new products or evergreen properties standing the test of time,” said Ricardo Solar, EVP of Entertainment at Circana. “These awards recognize achievements and unique successes in an increasingly competitive and challenged retail environment. We congratulate all this year’s award winners and wish them, and the entire toy industry, a prosperous 2025.”
Global Toy Manufacturer of the Year
The LEGO Group
Global Top Toy Property of the Year
Property
Manufacturer
Pokémon
The Pokémon Company
Global Top Selling Toy of the Year
Item
Manufacturer
Hot Wheels Singles 1:64 Assortment
Mattel
US Top Selling Property of the Year
Property
Manufacturer
Pokémon
The Pokémon Company
US Top Selling Toy of the Year
Item
Manufacturer
Hot Wheels Singles 1:64 Assortment
Mattel
US Top Selling Toy by Supercategory
Supercategory
Item
Manufacturer
Action Figures and Accessories
Godzilla vs Kong the New Empire Figure 6″ Assortment
Playmates Toys
Arts and Crafts
Play-Doh Classic Colors Theme Assortment
Hasbro
Building Sets
Botanicals Bouquet of Roses
The LEGO Group
Dolls
Barbie Dreamhouse
Mattel
Explorative and Other Toys
Miniverse Make It Mini Food Diner Minis Assortment
MGA Entertainment
Games and Puzzles
UNO Card Game Assortment
Mattel
Infant, Toddler, and Preschool Toys
Fisher-Price Kick and Play Piano Gym Mat Assortment
Mattel
Outdoor and Sports Toys
Bunch O Balloons 3 Pack
Zuru
Plush
Squishmallows Plush 8″ Assortment
Jazwares
Vehicles
Hot Wheels Singles 1:64 Assortment
Mattel
Youth Electronics
Bitzee Interactive Digital Pet and Case with 15 Animals
Spin Master
Europe’s Top Gaining Toy Property of the Year**
Property
Manufacturer
LEGO Botanicals
The LEGO Group
Europe’s Top Gaining Toy Property by Supercategory**
Supercategory
Property
Manufacturer or Licensor
Action Figures and Accessories
MrBeast Lab
Moose Toys
Arts and Crafts
Idea
Clementoni
Building Sets
LEGO Botanicals
The LEGO Group
Dolls
Monster High
Mattel
Explorative and Other Toys
Miniverse
MGA Entertainment
Games and Puzzles
Hitster
Jumbo
Infant, Toddler, and Preschool Toys
Toniebox
Tonies
Outdoor
Smart Ball
Golden Bear
Plush
Lilo & Stitch
Disney
Vehicles
Hot Wheels
Mattel
Youth Electronics
Bitzee
Spin Master
Canada’s Top Toy Property of the Year
Property
Manufacturer
Pokémon
The Pokémon Company
Canada’s Top Selling Toy of the Year
Item
Manufacturer
Hot Wheels Singles 1:64 Assortment
Mattel
Canada’s Top Selling Toy by Supercategory
Supercategory
Item
Manufacturer
Action Figures and Accessories
Beyblade X Xtreme Battle Set
Hasbro
Arts and Crafts
Play-Doh Single Tub
Hasbro
Building Sets
Botanicals Bouquet of Roses
The LEGO Group
Dolls
Barbie Dreamhouse
Mattel
Explorative and Other Toys
Little Tikes Story Dream Machine
MGA Entertainment
Games and Puzzles
Pokémon Scarlet and Violet 151 Ultra Premium Collection
The Pokémon Company
Infant, Toddler, and Preschool Toys
Fisher-Price Kick and Play Piano Gym Mat Assortment
Mattel
Outdoor and Sports Toys
Little Tikes Easy Store 3 Ft Trampoline
MGA Entertainment
Plush
Squishmallows Plush 12″ Assortment
Jazwares
Vehicles
Hot Wheels Singles 1:64 Assortment
Mattel
Youth Electronics
Bitzee Interactive Digital Pet and Case with 15 Animals Assortment
Spin Master
Brazil’s Top Toy Property of the Year
Property
Manufacturer
Hot Wheels
Mattel
Brazil’s Top Selling Toy of the Year
Item
Manufacturer
Hot Wheels Singles 1:64 Assortment
Mattel
Brazil’s Top Selling Toy by Supercategory
Supercategory
Item
Manufacturer
Action Figures and Accessories
Avengers Olympus 9.5″ Assortment
Hasbro
Arts and Crafts
Play-Doh Drill N Fill Dentist
Hasbro
Building Sets
Icons McLaren MP4/4 and Ayrton Senna
The LEGO Group
Dolls
Barbie Dreamhouse
Mattel
Explorative and Other Toys
Splats Head 11 cm Assortment
Sunny Brinquedos
Games and Puzzles
Cara A Cara
Estrela
Infant, Toddler, and Preschool Toys
Paw Patrol Vehicle with Collectible Figure Assortment
Sunny Brinquedos
Outdoor and Sports Toys
Quad Bike and Pedal Spider Assortment
Maral
Plush
Paw Patrol Skye Plush 30cm
Sunny Brinquedos
Vehicles
Hot Wheels Singles 1:64 Assortment
Mattel
Youth Electronics
Bitzee Interactive Digital Pet and Case with 15 Animals
Sunny Brinquedos
Mexico’s Top Gaining Toy Property of the Year**
Property
Manufacturer
Bluey
Bandai
Mexico’s Top Gaining Toy Property by Supercategory**
Supercategory
Property
Manufacturer or Licensor
Action Figures and Accessories
Sonic the Hedgehog
JAKKS Pacific
Arts and Crafts
Mi Alegría
Algara
Building Sets
LEGO Botanicals
The LEGO Group
Dolls
Sylvanian Families/Calico Critters
Epoch
Explorative and Other Toys
Miniverse
MGA Entertainment
Games and Puzzles
Basta!
Fotorama
Infant, Toddler, and Preschool Toys
Bluey
Bandai
Outdoor and Sports Toys
X-Shot
Zuru
Plush
Squishmallows
Jazwares
Vehicles
Hot Wheels
Mattel
Youth Electronics
Peppa Pig
Hasbro
Source: Circana, Retail Tracking Service, Value Sales, January-December 2024 *Global includes Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, Netherlands, Spain, United Kingdom, and the United States **Properties with the largest increases in value sales
About Circana Circana is a leading advisor on the complexity of consumer behavior. Through superior technology, advanced analytics, cross-industry data, and deep expertise, we provide clarity that helps almost 7,000 of the world’s leading brands and retailers take action and unlock business growth. We understand more about the complete consumer, the complete store, and the complete wallet so our clients can go beyond the data to apply insights, ignite innovation, meet consumer demand, and outpace the competition. Learn more at www.circana.com.
