CHICAGO, IL, Nov. 03, 2025 (GLOBE NEWSWIRE) -- The U.S. toy industry posted a solid performance through the third quarter of 2025, signaling a return to growth after two years of stagnation. January through September sales posted a +7% dollar increase over the same period last year, according to Circana, LLC, as average selling price (ASP) climbed +4% and units sold grew by +3%.

Industry growth is largely being driven by collectible toys (+33%) and licensed toys (+14%). Strategic trading card games, sports trading cards, and action figure collectibles led the charge for collectibles; sports, witches and wizards, animals, movies, and video games were the big licensing themes.