What this is
How much of the US toy market's 2025 growth came from Pokémon: about $1.16bn of a $2.52bn gain, or 46%.
How it’s built
- Circana put Pokémon at $2.5bn in 2025, up 87%, so 2024 was about $1.34bn and the gain $1.16bn.
- The US toy market was $42.0bn in 2024 and grew 6%, a $2.52bn gain. Pokémon's share rose from 3.2% to 5.6%.
What we assumed
- Trading cards made 67% of the toy market's gain for all of 2025.Circana gave 67% for January to November only. The research uses it for the full year without other support.
- Circana's rounded growth rates can be worked backwards into dollar figures.A separate report of 'over $1 billion' for Pokémon in 2024 agrees with the $1.34bn worked out here.
Sanity check
On these numbers Pokémon's gain is about 69% of the whole trading-card gain. That depends on the 67% share holding for December too.
Where it comes from
Our calculation from other figures in the trainer’s notes:
Show the working
- Pokémon 2024: $1.34bn
- Pokémon increment 2025: $1.16bn
- US toy 2025: $44.5bn
- US toy gain 2025: $2.52bn
- Pokémon share of industry gain: 0.46
- Trading card gain $ billion if 67pct applies to CY: 1.69
- 2.5/1.87 = 1.337
- 2.5-1.337 = 1.163
- 42.0 x 1.06 = 44.52
- 42.0 x 0.06 = 2.52
- 1.163/2.52 = 0.46
- 1.337/42.0 = 3.2%
- 2.5/44.52 = 5.6%
- Trading-card gain 0.67 x 2.52 = 1.69 …
- applying it to CY2025 is an assumption, C)
- 1.163/1.69 = 0.69
Where it’s used
- Deep dive · Trading cardsAgainst Magic: the same size once both are counted at the publisher
- Chart · Against Magic: the same size once both are counted at the publisherCounting its cards, Pokémon was America’s top-selling toy brand in 2025, up 87% to about $2.5 billion
- ProfileWestern toy and hobby market (Circana)
Related figures
Built from this one