Toy Sales Surge: Adult Toys Soar as Licensed Products Dominate
Summary
The U.S. toy industry sees a 6% sales increase in the first half of 2025, with licensed toys up 18% driven by video games and movies, while adult toy sales surge 18%, offsetting declines in the 3-5 age group.
Key Points
- U.S. toy industry grows 6% in dollar sales, 3% in units sold in first half of 2025
- Licensed toys make up 37% of toys sold, grow 18% driven by video game and movie properties
- Adult toy sales increase 18%, reversing declines for ages 3-5