What this is
Circana's toy perimeter counts Pokémon cards, so the card part sits in cards and only the non-card part sits in licensee merchandise. Europe Pokémon toys ex-VAT €1,050.9–1,395.1m and τ 0.6–0.85 at EURUSD 1.13–1.17.
The values
- US toy property incl cards: $2.5bn
- Europe toys ex VAT: $1.19–1.63bn
- West toys incl cards: $3.69–4.13bn
- US noncard: $0.28–1bn
- Europe noncard: $0.18–0.65bn
- West noncard: $0.46–1.65bn
Some detail is too fine to show here; it is kept in the trainer’s notes.
Where it comes from
Our calculation from other figures in the trainer’s notes:
- ReportedPokémon trading cards counted within Circana toy sales (definition), H1 2025
- ReportedUS sales of Pokémon as toy property (Circana, includes trading cards), 2025$2.5bn
- EstimateToy category weight inside TPCi LG row, 2025
- EstimateAn estimate of 2025 Pokémon card sales in North America at US list prices60–85%
- EstimateAn estimate of 2025 Pokémon card sales in Europe, expressed at US list prices
- EstimateEstimated retail value of licensed Pokémon merchandise, excluding cards and video games, sold in The Pokémon Company International’s territories in 202555–68%
Show the working
- Europe €1,050.9m×1.13 = $1.19bn
- €1,395.1m×1.17 = $1.63bn
- non-card €1,050.9m×0.15×1.13 = $0.18bn to €1,395.1m×0.40×1.17 = $0.65bn
- 0.46/13.48 = 3.4%
- 1.65/11.42 = 14.5%
Related figures
Built from this one