Where it comes from
Circana US toy H1 2025 report (Toy Directory) Toy Directory (quoting Circana) · August 2025 Open the original ↗
The line in the source
games and puzzles (+39%), and explorative toys (+19%), which were driven by Pokémon and NFL trading cards, respectively. Licensed toys, which make up more than one-third (37%) of toys sold in the U.S.