Gitnux/Report 2026

Collectibles Toy Industry Statistics

Target’s 7.9% share of U.S. toy sales and global collectibles growth hitting 10% year over year in 2024 help explain why hobby demand keeps pressuring toy shelves and supply chains, from trading card momentum to replenishment lag as the inventories to sales ratio rose to 1.53. You will also see how real costs and constraints, like near term logistics and materials pricing, collide with retail accuracy and e-commerce reach, shaping what collectible formats actually get produced and where they sell.
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November 11, 2026Updated
Collectibles Toy Industry Statistics
Emilia SantosWritten by Emilia Santos·Edited by Peter Sandoval·Fact-checked by Olivia Thornton
Published ·Updated
How this report is researched
01Editorial Scope

An editor sets the topic, the inclusion criteria, and the evaluation framework before research starts.

02Source Research

AI search agents locate sources and extract each figure together with the document it came from.

Read our full methodology →

Search agents attach provenance to every extracted figure.

Next review: within 31 days

01 Industry overview

The collectibles toy industry at a glance

Collectibles are a major growth engine within a global toy market that reached $123 billion in 2025, supported by licensed franchises, blind-box formats, trading cards and rising adult demand.

$123B[54]
Global toy market, 2025
+33%[54]
U.S. collectibles growth, 2025 YTD
+7%[54]
Global toy sales growth, 2025
32.7%[55]
North American toy share, 2024
Market size
The broad global toy market was valued at $123 billion in 2025, up 8% from 2024. A comparable 2024 estimate from Euromonitor, reproduced in TOMY's 2025 integrated report, put the market at $95.3 billion; the difference reflects differing market coverage and methodology, so no single directly comparable global collectibles-only total is available.[54][55]
Market share & regions
In Euromonitor's 2024 global toy-market breakdown, North America held 32.7% of sales, Western Europe 22.8%, Asia-Pacific excluding Japan 19.5%, Latin America 8.2%, Japan 5.9%, Eastern Europe 5.8%, the Middle East and Africa 3.9%, and Australasia 1.2%. These regional shares cover the total toy market rather than collectibles alone.[55]
Segmentation
Collectibles are spanning small collectible figures, trading-card games, plush and licensed products. In the United States, collectibles grew 33% and licensed toys grew 14% in the first nine months of 2025, while Circana's 2025 global performance summary identified pop-culture, licensed and collectible products as key growth areas.[54]
Key players & concentration
Funko reported $908.2 million in 2025 net sales, making it one of the largest publicly reported specialist collectibles companies. Its five largest license agreements represented 36% of sales in 2025, while no individual license exceeded 10%, indicating meaningful license concentration without dependence on one property.[1]
Pricing
U.S. toy average selling price rose 4% in 2025, while units increased 3%, according to Circana. The combination indicates that collectible and licensed products are supporting a higher-value sales mix, although a collectibles-only average price was not published in the cited sources.[13]
Trends, drivers & challenges
Growth is being driven by pop-culture licensing, social-media discovery, blind-unboxing formats and adult or “kidult” buyers. The main challenges are price sensitivity, excess inventory and supply-chain or tariff exposure; Circana reported that 2025 growth came with both higher prices and higher unit volumes, while Funko's 2025 net sales declined from 2024 despite the broader toy-market rebound.[13][1][32]
Consumer behavior & competition
Adults aged 18 and older were the fastest-growing U.S. toy age group in the first quarter of 2025, with sales up 12% year over year. Competition is increasingly based on entertainment intellectual property, scarcity, community and repeat purchasing rather than only traditional play value; Circana also reported that licensed toys and collectibles were leading U.S. growth.[13][54]
Regulation
The EU adopted Regulation 2025/2509 on toy safety in November 2025. Most provisions apply from August 1, 2030, while provisions covering areas including the digital product passport and related obligations apply from January 1, 2026; the regulation will replace the existing Toy Safety Directive.[56]
Latest news
Circana reported that global toy sales rose 14% in the first half of 2026, with Asia and Oceania the fastest-growing regions and Latin America growing faster than Europe. The update indicates that collectible and licensed-toy demand is entering 2026 with strong momentum, although the cited release does not provide a separate global collectibles total.[54]

02 Ranking

Top 8 Companies in the Collectibles Toy Industry

The leading companies in the collectibles toy industry, ranked on market impact, performance, momentum, innovation and brand popularity.

Updated November 11, 2026 · Next review December 11, 2026

Verdict

Bandai Namco Holdings leads Gitnux's 2026 collectibles toy ranking with an Overall score of 9.8, with revenue growth 8.6% and operating margin 14.1% signals. Hasbro is the highest-ranked licensed collectibles producer at 9.2, with revenue growth 13.7% and operating margin 0.2% signals.

Ranked by Overall score · How we score ↓

Editor's top 3 picks

Where to start, by need.

  1. #1 Overall · Leader in anime figures & kits

    Bandai Namco Holdings

    JP

    Ranked #1 · 9.8 · Anime figures & kits

    Why we picked it: Its anime figures, model kits, and trading cards span collectible formats with reported margin.

    See in ranking ↓Visit bandainamco.co.jp ↗

  2. Leader in licensed action & cards

    Hasbro

    US

    Ranked #2 · 9.2 · Licensed action & cards

    Why we picked it: Its action figures and trading cards include major licensed properties like TRANSFORMERS.

    See in ranking ↓Visit hasbro.com ↗

  3. Leader in miniature collectible lines

    MGA Entertainment

    US

    Ranked #3 · 9.0 · Miniature collectible lines

    Why we picked it: Its miniature collectibles line focuses on detailed miniatures for adult buyers.

    See in ranking ↓Visit mgae.com ↗

Pick 1 is the #1 company overall. Picks 2 and 3 are the highest-ranked companies in the top 5 that add a new segment.

Full ranking

Sort by
Top 8 companies in the collectibles toy industry, 2026 – Gitnux ranking
#CompanyOverall ↓Company snapshot
1

Bandai Namco Holdings

Anime figures & kits · JP

9.8
2

Hasbro

Licensed action & cards · US

9.2
3

MGA Entertainment

Miniature collectible lines · US

9.0
4

Moose Toys

Collectible dolls & plush · AU

8.8
5

Jazwares

Collectible plush figures · US

8.3
6

Funko

Licensed vinyl figures and pop-culture collectibles · US

7.9
7

NECA

Licensed action figures and pop-culture collectibles · US

7.9
8

JAKKS Pacific

Action figures, dolls and licensed collectibles · US

7.5

How we score

  • Impact (30%): scale and weight in the market (revenue, market share, employees, market position).
  • Performance (20%): recent revenue growth and operating margin; an analyst assessment where a company does not publish them.
  • Momentum (20%): growth trajectory and future potential.
  • Innovation (15%): R&D intensity and how technologically advanced the company is.

Popularity (brand search demand, 15%) counts toward Overall but is not published as a column. Overall leaves out what is not known.

Scale Scores are shown on a 7–10 scale with one decimal; bars start at 7.0.

Cadence Recalculated when new figures are published; next review December 11, 2026.

Independence. Rankings are editorially independent. Scores, ranks, picks and the verdict follow the method above; no company can pay to change them.

Cite this ranking

APA

Emilia Santos. (2026, February 13). Top 8 companies in the collectibles toy industry. In Collectibles Toy Industry Statistics. Gitnux. https://gitnux.org/collectibles-toy-industry-statistics/#top-companies

report visual · Projection

U.S. retail toy sales

U.S. retail toy sales fell from $30.4B in 2021 to $30.3B in 2025.

$30.4B
Start
-0.08%
CAGR · 4y
$30.3B
Projected
20212025
source-verifiedtoyassociation.org2025

04 Statistics

Technology & Innovation

We track AI, 3D printing, and automation in product and logistics workflows. Hasbro reported an 80% concept-to-prototype time reduction in 2025.

AI in the collectibles toy industry

  • 80% reduction in time from concept to physical prototype was achieved by Hasbro in 2025 using AI-assisted design paired with 3D printing in toys.[1]
  • AI-based enhancements were planned for Funko’s Pop! Yourself customizable collectible builder as of 2025.[1]
  • More than 1 million hours of lower-value work were expected to be freed by Hasbro’s enterprise AI deployment over the following year, according to its 2025 annual report.[1]

Automation in the collectibles toy industry

  • 1,000,000-plus hours of lower-value work were expected to be released for reinvestment in innovation through Hasbro’s 2025 enterprise technology deployment.[1]
  • 860,000 square feet was the size of Funko’s Buckeye, Arizona distribution center designed with high-tech equipment and integrated inventory-scanning systems.[2]

Digital Transformation in the consumer goods sector (sector benchmark)

  • Across consumer markets, 35% of respondents said their companies had integrated digital capabilities end to end in 2026.[3]
  • Across consumer products, 67% of surveyed executives said digital transformation was necessary to compete in 2025, while 68% were investing in smart technology and automation.[4]
  • Across consumer products, 94% of surveyed supply-chain executives said they were transforming the supply-chain function in 2026.[5]
  • Across consumer products, 72% of respondents identified enterprise access to real-time supply-chain analytics as an economic-value area for digitization in 2024.[6]

Technology Adoption in the consumer goods sector (sector benchmark)

  • Across consumer packaged goods, 71% of surveyed leaders said their organizations had adopted AI in at least one business function in 2024; global CPG-leader survey.[7]
  • Across consumer goods, 82% of surveyed companies were already using or planning to deploy generative AI in social-media marketing and analytics in 2024.[8]
  • Across consumer packaged goods, 56% of surveyed leaders said their organizations were regularly using generative AI in 2024; global CPG-leader survey.[7]
  • Across consumer products, 73% of chief executives said planned AI investment for 2026 had increased compared with 2025.[5]
  • Across consumer goods, 81% of surveyed companies were already using or planning to deploy generative AI in sales, marketing and consumer experiences in 2024.[8]
  • Across consumer products, 66% of leaders said their organizations would increase or strongly increase artificial-intelligence investment over the next three years; survey of 505 leaders in 23 countries.[9]

Cloud Computing in the consumer goods sector (sector benchmark)

  • Across EU enterprises, 52.74% used paid cloud-computing services in 2025.[10]
  • Across EU enterprises, 85.2% of those using paid cloud services used them for email in 2025.[10]
  • Across EU enterprises, 71.5% of those using paid cloud services used them for file storage in 2025.[10]
  • Across EU enterprises, 30.1% of those using paid cloud services used them for enterprise-resource-planning software in 2025.[10]
  • Across EU enterprises, 71.7% of those using paid cloud services used them for office software in 2025.[10]

Big Data in the consumer goods sector (sector benchmark)

  • Across EU enterprises, 17.62% performed analytics on customer data in 2025.[10]
  • Across EU enterprises, 40% performed data analytics internally or through another organization in 2025.[10]
  • Across EU enterprises, 26.20% performed analytics on transaction records such as sales or payment data in 2025.[10]
  • Across consumer goods, 51% identified inability to integrate data from multiple sources as their primary analytics challenge in 2025.[11]
  • Across EU enterprises, 33.02% performed data analytics using their own employees in 2025.[10]

IoT in the consumer goods sector (sector benchmark)

  • Across consumer manufacturing, IoT devices delivered an average 20.9% return on investment in the surveyed benchmark.[12]
  • Across consumer manufacturing, 80% identified reduced energy and resource consumption as a leading IoT use or benefit in the surveyed benchmark.[12]
  • Across EU enterprises, 29% used IoT devices or systems in 2021, including 48% of large enterprises and 26% of small enterprises.[10]
  • Across consumer manufacturing, 89% identified better supply-chain management as a leading IoT use or benefit in the surveyed benchmark.[12]
  • Across consumer manufacturing, IoT devices accounted for 10.3% of IT and operational-technology budgets in the surveyed benchmark.[12]

05 Statistics

Data & Analytics

We track retail and industry data signals plus governance and integration gaps. Circana reported 12% U.S. toy-unit growth in January through June 2026.

Business intelligence in the collectibles toy industry

  • 7% was global toy-market value growth across 12 markets in 2025, driven partly by collectibles and licensed products.[13]
  • 3% was global toy-unit growth across 12 markets in 2025, according to Circana, as collectible demand strengthened.[13]
  • 7,000+ clients and partners worldwide were served by Circana’s toy-industry data and insights business in 2026.[13]
  • 3% was the global average-selling-price increase across 12 toy markets in 2025, according to Circana.[13]
  • 79.2% was sales growth for Explorative & Other Toys in Circana’s July 2026 toy-industry data spotlight, globally.[13]
  • 80.0% was sales growth for Games/Puzzles in Circana’s July 2026 toy-industry data spotlight, globally.[13]

Data analytics in the collectibles toy industry

  • 12% was U.S. toy-unit growth from January through June 2026, according to Circana’s retail-sales analysis.[13]
  • 3% was U.S. toy-unit growth in 2025, according to Circana’s annual market analysis.[13]
  • 36% of Funko’s net sales came from outside the United States in the first quarter of 2025, providing a geographic analytics measure.[1]
  • 17% was U.S. toy-industry dollar-sales growth from January through June 2026, led partly by trading cards and collectibles.[13]
  • 4% was the U.S. toy-industry average-selling-price increase from January through June 2026, according to Circana.[13]
  • 4% was the U.S. toy-industry average-selling-price increase in 2025, according to Circana.[13]

Data Quality in the consumer goods sector (sector benchmark)

  • Across supply-management organizations, 49% rated their data quality as good or excellent in 2024.[14]
  • Across retail and consumer goods, 26% of leaders said their data quality was poor compared with competitors in 2024.[15]
  • Across consumer packaged goods, 60% planned to increase investment in data and analytics during the following 12 months in 2024.[6]
  • Across consumer packaged goods, 22% reported that businesses lacked trust in data quality and validity in 2024.[6]

Data Governance in the consumer goods sector (sector benchmark)

  • Across consumer packaged goods companies, 43% said they struggled with establishing the right level of data governance in 2024.[6]
  • Across retail and CPG companies, 31% cited the lack of a corporate data strategy and semantic layer as a key challenge in 2025.[16]
  • Across retail and CPG companies, 42% identified inconsistent data quality, absent semantic layers and fragmented reporting as critical governance challenges in 2025.[16]
  • Across supply-management organizations, 61% had a dedicated data-governance function in 2024.[14]
  • Across retail and CPG companies, 35% reported receiving inconsistent or incorrect answers to data questions in 2025.[16]

KPIs in the collectibles toy industry

  • $546.3 million was Funko’s U.S. net sales in 2025, down 19.9% from 2024.[1]
  • $73.5 million was Funko’s net sales in other international locations in 2025, down 12.5% from 2024.[1]
  • $288.3 million was Funko’s Europe net sales in 2025, up 1.6% from 2024.[1]
  • $908.2 million was Funko’s net sales in 2025, a 13.5% decline from 2024, globally.[1]
  • 37.2% of Funko’s sales was represented by selling, general and administrative expense in 2025, compared with 34.2% in 2024.[1]
  • 38.7% was Funko’s gross margin in 2025, compared with 41.4% in 2024, globally.[1]

06 Statistics

Strategy & Growth

We track IP expansion and portfolio mix effects that feed collectibles demand. Spin Master targeted $25 million to $30 million annualized net cost synergies by end of 2026.

Growth in the collectibles toy industry

  • Spin Master’s 2024 integration synergies had an annualized run-rate of $14 million toward a $25 million to $30 million 2026 target.[17]
  • Spin Master achieved $10.9 million in net cost synergies from the Melissa & Doug integration in 2024.[17]
  • Pop Mart’s total revenue increased 106.9% to RMB13.04 billion in 2024.[18]
  • Pop Mart’s other IP-related products and others increased 156.2% to RMB1.59 billion in 2024.[18]
  • Spin Master’s toy revenue increased by 25.9% in 2024, adding nearly $400 million.[17]
  • Pop Mart’s plush revenue increased 1,289.0% to RMB2.83 billion in 2024.[18]

Differentiation in the collectibles toy industry

  • Funko’s Loungefly products represented 16% of sales in 2024.[1]
  • Pop Mart’s figure toys represented 53.2% of revenue in 2024.[18]
  • Funko’s core collectible products represented 77% of sales in 2024.[1]
  • Pop Mart’s artist-IP products represented 85.3% of revenue in 2024.[18]
  • Pop Mart’s licensed-IP products represented 12.3% of revenue in 2024.[18]
  • Pop Mart’s MEGA products represented 12.9% of revenue in 2024.[18]

Mergers and acquisitions in the collectibles toy industry

  • Spin Master reported $10.9 million in net cost synergies from the Melissa & Doug acquisition in 2024.[17]
  • Funko sold all Funko Games inventory and certain related intellectual property to an independent third party in January 2024.[1]
  • Spin Master targeted $25 million to $30 million in annualized net cost synergies from Melissa & Doug by the end of 2026.[17]
  • Spin Master reported $14 million in annualized run-rate synergies from Melissa & Doug in 2024.[17]
  • Spin Master’s 2024 revenue increased 18.8% after adding Melissa & Doug to its portfolio.[17]
  • Spin Master’s Melissa & Doug acquisition increased 2024 toy revenue by close to $400 million.[17]

Strategic partnerships in the collectibles toy industry

  • Disney, LucasFilm and Marvel collectively represented approximately 32% of Funko sales in 2024.[1]
  • Pop Mart’s licensed-IP revenue increased 54.5% in 2024 as the company deepened cooperation with more copyright owners.[18]
  • Spin Master launched a Disney-licensed edition of Bitzee in 2024 as a platform for future licensed collaborations.[17]
  • Spin Master’s Rubik’s Cube anniversary campaign included more than 25 collaborations across pop culture, art, sports, fashion and music in 2024.[17]
  • Funko’s top ten licensors represented approximately 63% of sales in 2024.[1]
  • Funko had licensing agreements with more than 250 content providers in 2024.[1]

07 Statistics

People & Workforce

We track staffing scale and workforce programs that support collectible operations. Hasbro reported 4,520 employees worldwide in 2025.

Hiring in the collectibles toy industry

  • 1,104 full-time employees worked for Funko at December 31, 2025, including 870 in North America, 211 in Europe and 23 in Asia.[1]
  • 1,760 skilled employees were to be recruited for LEGO’s new Virginia manufacturing facility and related operations.[19]
  • 4,520 people were employed by Hasbro worldwide in 2025, with 58% in North America, 19% in Europe, 18% in Asia Pacific and 5% in Latin America.[1]
  • 31,000 employees worked for Mattel across 34 countries at December 31, 2025, supporting its global toy and collectibles operations.[1]
  • 500 temporary employees were to be recruited for LEGO’s Virginia packing facility scheduled to open in the first half of 2024.[19]

Employee retention in the collectibles toy industry

  • 9% of Hasbro’s global employees were covered by unions or collective bargaining agreements at year-end 2024, a workforce-relations measure relevant to retention.[1]
  • 2% of Hasbro’s global employees were covered by unions or collective bargaining agreements in 2025.[1]

Remote Work in the consumer goods sector (sector benchmark)

  • Across retail and consumer goods organizations, 54% support workcations, compared with 65% across all surveyed sectors in 2024.[20]
  • Among U.S. remote-capable employees, 26% worked exclusively remotely in May 2026, while 52% worked in a hybrid arrangement.[21]
  • Across retail and consumer goods organizations, 23% support international hybrid remote-working assignments, according to a 2024 survey.[20]
  • Across consumer goods companies, 69% offer some form of work-location flexibility, according to the Flex Index industry benchmark.[22]
  • Across retail and consumer goods organizations, 8% support permanent remote working arrangements, according to a 2024 international mobility survey.[20]

Hybrid Work in the consumer goods sector (sector benchmark)

  • Only 11% of U.S. employees benefited from a hybrid policy set jointly by their work team in May 2025.[21]
  • Among U.S. remote-capable employees, 34% of hybrid workers were engaged in May 2026, compared with 37% of exclusively remote workers.[21]
  • Among U.S. remote-capable employees, 52% worked hybrid in May 2026, compared with 26% exclusively remote and 22% on-site.[21]
  • Among U.S. remote-capable employees, 61% preferred hybrid work in November 2025, compared with 33% preferring exclusively remote work and 6% on-site work.[21]
  • Among U.S. remote-capable employees, 54% of hybrid workers were thriving in May 2026, compared with 52% of exclusively remote workers.[21]

Upskilling in the collectibles toy industry

  • 31,000 Mattel employees across 34 countries participated in online and instructor-led professional, management and technical training programs in 2025.[1]
  • 172 employees at JAKKS Pacific were covered by the company’s workforce in 2023, with all employees eligible for in-house and external training and continuing education.[1]
  • 10 employee resource groups at Mattel organized learning opportunities, cultural celebrations and community outreach as of 2022.[1]
  • 4,520 Hasbro employees worldwide were covered by the company’s stated development approach, including annual goal setting, development plans and quarterly conversations, in 2025.[1]

Employee Engagement in the consumer goods sector (sector benchmark)

  • Across consumer goods and services organizations, 18% of employees were thinking of or actively seeking jobs elsewhere in data collected from July 2025 through June 2026.[23]
  • Across consumer goods and services organizations, the median employee net promoter score was 23 in data collected from July 2025 through June 2026.[23]
  • Globally, 20% of employees were engaged in 2025, according to Gallup’s World Poll benchmark.[21]
  • Across consumer goods and services organizations, 89% of employees agreed they knew how their work contributed to company goals in data collected from July 2025 through June 2026.[23]
  • Across consumer goods and services organizations, 9% of employees expected to leave within two years in data collected from July 2025 through June 2026.[23]

DEI in the collectibles toy industry

  • 44% of Mattel’s U.S. workforce was ethnically diverse in 2022, excluding manufacturing labor and temporary and seasonal employees.[1]
  • 58% of Mattel’s global workforce were women in 2022, excluding manufacturing labor and temporary and seasonal employees.[1]
  • 45% of Hasbro employees in managerial roles at director level and above were female at year-end 2022.[1]
  • 53% of Hasbro’s global workforce was female at year-end 2022.[1]

08 Statistics

Customer & Sales

We track evergreen property re-purchase and channel mix. Funko reported 69% of 2025 sales from evergreen properties.

Customer experience in the collectibles toy industry

  • 3 Funko flagship retail stores were operating as of December 31, 2025, providing in-person experiences for collectible-toy fans.[1]
  • 24% of Funko’s 2024 sales came through its direct-to-consumer channel, which includes its owned e-commerce sites and flagship stores in the collectibles business.[1]
  • 70% of collectible-card collectors declined purchases because of cheap packaging, making packaging a measurable component of customer experience.[24]

Customer retention in the collectibles toy industry

  • 67% of Funko’s 2023 sales came from evergreen properties, indicating that established franchises remained central to customer re-engagement.[1]
  • 69% of Funko’s 2025 sales came from evergreen properties, products that can support continuing customer demand beyond current entertainment releases.[1]
  • 73% of Funko’s 2024 sales came from evergreen properties, supporting repeat purchasing across established collectible franchises.[1]

Customer acquisition in the collectibles toy industry

  • 35% of Funko’s 2024 sales were generated outside the United States, showing the geographic contribution of international customer acquisition.[1]
  • 31% of Funko’s 2023 sales were generated outside the United States, representing the company’s international customer base before its later expansion.[1]
  • 40% of Funko’s 2025 sales were generated outside the United States, reflecting the company’s international customer-acquisition reach.[1]

Customer loyalty in the collectibles toy industry

  • More than 280,000 consumers belonged to Funko’s loyalty program in 2024, according to the company’s investor presentation.[1]
  • Nearly 40% of trading-card collectors said they had prioritized buying a collectible over essential bills or home repairs.[24]
  • Nearly 40% of trading-card collectors ranked saving their collection as a high or number-one emergency priority after people and pets.[24]
  • 31% of trading-card collectors said their collections were worth more than their savings accounts in RRD’s 2026 collectibles study.[24]

09 Statistics

Marketing & Brand

We track license concentration and creator/social influence effects on discovery. MikMak reported 73.2% of purchase-intent clicks came from social platforms.

Marketing in the collectibles toy industry

  • 18% of Funko’s 2024 sales came from its five largest third-party properties.[1]
  • 73% of Funko’s 2023 sales came from Core Collectibles, showing the commercial weight of its flagship collectible-toy marketing portfolio.[1]
  • 77% of Funko’s 2024 sales came from Core Collectibles, its principal collectible-toy product category.[1]
  • 19% of Funko’s 2025 sales came from its five largest third-party properties, demonstrating the marketing contribution of concentrated licensed franchises.[1]
  • 17% of Funko’s 2023 sales came from its five largest third-party properties.[1]

Digital marketing in the collectibles toy industry

  • 25.5% of purchase-intent clicks for toy brands came from brand websites in MikMak’s channel analysis.[25]
  • 74.3% was the purchase-intent rate for toy brands using MikMak Commerce on their brand websites.[25]
  • 73.2% of purchase-intent clicks for toy brands in MikMak’s dataset came from social platforms, making social the largest digital traffic source.[25]

Branding in the collectibles toy industry

  • 73% of Funko’s 2023 sales came from Core Collectibles, demonstrating the scale of its core brand franchise.[1]
  • 77% of Funko’s 2024 sales came from Core Collectibles, led by the Pop! brand.[1]
  • 69% of Funko’s 2025 sales were associated with evergreen properties, which underpin long-lived brand recognition.[1]
  • 73% of Funko’s 2024 sales were associated with evergreen properties.[1]
  • 80% of Funko’s 2025 sales came from Core Collectibles, the company’s leading branded product group.[1]

Social media in the collectibles toy industry

  • 1.2 million combined social followers supported Dappz Sports’ trading-card content business in 2024.[26]
  • 1.2 million followers was one of Funko’s reported social-media audiences in 2024.[1]
  • 1.7 million followers was one of Funko’s reported social-media audiences in 2024.[1]
  • 35 million monthly viewers were reached by Dappz Sports across its social platforms in 2024.[26]
  • 4.4 million followers was Funko’s largest reported social-media audience in 2024 across its owned social channels.[1]

Influencer Marketing in the consumer goods sector (sector benchmark)

  • 24% of consumers globally bought products from influencers or celebrities in October–November 2024, according to a consumer-product and retail survey.[27]
  • 46% of FMCG/CPG marketers had dedicated and growing creator or influencer budgets in 2026.[28]
  • 15.7% ad-recall lift was recorded for CPG influencer campaigns in 2025.[29]
  • 8.8% consideration lift was recorded for CPG influencer campaigns in 2025.[29]
  • 96.39% positive campaign sentiment was recorded for CPG influencer campaigns in 2025.[29]

10 Statistics

Operations & Execution

We track inventory actions, distribution economics, and cost outcomes for collectibles. Funko reported reducing selling, general and administrative expense by 5.9% in 2025.

Process optimization in the collectibles toy industry

  • More than 50% of Funko’s inventory was reduced in 2024 through assortment and operating changes.[1]
  • 80% of Funko’s 2025 sales came from Core Collectible branded products, concentrating operations around the company’s primary collectibles platform.[1]
  • 1,395.4% was the increase in Pop Mart’s TikTok revenue in 2025, indicating rapid expansion of a digital sales process for collectibles.[30]
  • 24% of Funko’s 2024 gross sales came from direct-to-consumer channels, supporting a more direct collectibles-selling model.[1]
  • 184.7% was Pop Mart’s revenue growth in 2025, reflecting rapid scaling of its collectible-products and retail operations.[31]

Operational efficiency in the collectibles toy industry

  • 5.9% was the decrease in Funko’s selling, general and administrative expense in 2025, to $337.7 million.[1]
  • $225 million is Mattel’s targeted annual gross-cost savings from its Optimizing for Profitable Growth program by the end of 2026.[1]
  • $10.6 million was Funko’s reduction in personnel, commission and stock-option expense in 2025.[1]
  • 593 million dollars of operating cash flow was generated by Mattel in 2025, supporting funding of ongoing toy and collectibles operations.[1]
  • $91 million of debt was paid down by Funko after its 2024 operating-efficiency initiatives.[1]

Quality management in the collectibles toy industry

  • $29.546 million of Funko’s 2022 cost of sales consisted of inventory reserves and other costs.[1]
  • $14.6 million was Funko’s 2025 increase in other costs, primarily associated with higher inventory reserves related to product sell-through.[1]
  • $59.1 million was Funko’s depreciation and amortization expense in 2025, reflecting its asset base for product development, distribution and operations.[1]
  • 203.8% was the increase in Funko’s other costs in 2025, driven primarily by increased inventory reserves.[1]
  • 40.9% was Funko’s fourth-quarter 2025 gross margin, compared with 42.4% in the fourth quarter of 2024.[1]

Supply chain in the collectibles toy industry

  • $20 million of IEEPA tariffs had been paid by Funko as of the filing date of its June 30, 2026 report.[1]
  • $9.5 million was Funko’s increase in shipping, freight, duty and tariff costs in 2025.[1]
  • 4% was the increase in Mattel’s freight and logistics expense in 2025.[1]
  • Nearly 80% of toys sold in the United States were sourced from China in 2025, according to The Toy Association.[32]
  • 1.6% was Funko’s increase in European net sales in 2025, reaching $288.3 million despite tariff and demand pressures.[1]

Outsourcing / Offshoring in the consumer goods sector (sector benchmark)

  • 25% of surveyed consumer packaged goods brands outsource none of their operations, while most others outsource between 1% and 49%, in 2026.[33]
  • About 40% of surveyed manufacturing professionals outsource more than half their production, spanning CPG, industrial manufacturing and pharmaceuticals, in 2025.[34]
  • 67% of brand owners plan to maintain or increase their use of contract packaging or manufacturing services in the coming years, based on a 2024 survey.[35]
  • 63% of surveyed brand owners contract out between 10% and 49% of their business to contract packaging or manufacturing providers, in 2024.[35]
  • 30% of output is outsourced on average by brands surveyed across CPG, industrial manufacturing and pharmaceuticals in 2025.[34]

11 Statistics

Finance & Pricing

We track margins, discounting, and retail price ranges tied to collectibles and licensing. U.S. toy average selling price rose 4% in 2025.

Pricing strategy in the collectibles toy industry

  • 160 basis points of Mattel’s 2025 gross-margin decline came from higher discounts and other factors.[1]
  • $4.99 to $19.99 was the U.S. consumer price range identified by an industry executive as having limited room for further increases in 2025.[32]
  • 65% of one toy company’s products were new to the market in 2025, limiting direct year-over-year price comparison, according to an industry executive.[32]
  • 13.7% of Mattel’s 2025 net sales were sales adjustments, reflecting promotions, discounts and channel-mix effects.[1]
  • $8.99 to $27.99 was the U.S. retail-price range for standard Labubu blind-box figures in 2025.[36]

Cost reduction in the collectibles toy industry

  • $225 million is Mattel’s increased annual gross-cost-savings target under its Optimizing for Profitable Growth program.[1]
  • $5.2 million was Funko’s 2025 reduction in facilities and rent expense.[1]
  • $200 million was Mattel’s original annual gross-cost-savings target for the Optimizing for Profitable Growth program.[1]
  • 5.9% was Funko’s reduction in selling, general and administrative expense in 2025.[1]
  • $71.6 million was Funko’s reduction in product costs in 2025.[1]

Profitability in the collectibles toy industry

  • 72.1% was Pop Mart’s gross profit margin in 2025, up from 66.8% in 2024.[30]
  • $68.3 million was Funko’s net loss in 2025.[1]
  • $1.24 was Mattel’s 2025 diluted earnings per common share, down from $1.58 in 2024.[1]
  • 48.7% was Mattel’s gross margin in 2025, down from 50.8% in 2024.[1]
  • 207.4% was Pop Mart’s increase in gross profit in 2025, to RMB26.765 billion.[31]

Financial planning in the collectibles toy industry

  • $25.4 million was the tariff-refund and accrued-tariff release benefit included in Funko’s second-quarter 2026 gross margin.[1]
  • $100 million to $110 million was Funko’s 2026 adjusted-EBITDA outlook after its second-quarter results.[1]
  • $1.2 billion was Mattel’s cash balance at the end of 2025.[1]
  • $15 million of debt was reduced by Funko in the second quarter of 2026.[1]
  • RMB37.120 billion was Pop Mart’s 2025 revenue, up 184.7% from 2024 and providing the financial base for continued international expansion.[31]

12 Statistics

Product & Service

We track licensing breadth and product platform concentration for collectibles builders. Funko reported 900+ active licensed properties and 250+ content providers in 2024.

Product development in the collectibles toy industry

  • 2 new Premium Blind Box collections were introduced by Funko as artist-driven collectible product lines by 2025, globally.[1]
  • 900+ active licensed properties and 250+ content providers supported Funko’s collectible-product development portfolio in 2024, globally.[1]
  • $385.6 million was Hasbro’s product-development expense in 2025, equal to 8.2% of consolidated net revenue, globally.[1]
  • 10% was U.S. kidult toy-market growth in 2024, indicating a larger consumer base for collectible-product development.[37]
  • 8% was global licensed-toy sales growth in 2024, expanding the licensing opportunity used in collectible-product development.[37]

Product lifecycle in the collectibles toy industry

  • 203.8% was the increase in Funko’s other costs in 2025, primarily related to increased inventory reserves and product sell-through.[1]
  • $804.4 million was Funko’s Core Collectible branded-product net sales in 2024, globally.[1]
  • 77% of Funko’s sales came from Core Collectible branded products in 2024, globally.[1]
  • 73% of Funko’s sales came from Core Collectible branded products in 2023, globally.[1]
  • $9.5 million was Funko’s year-over-year increase in shipping, freight, duty and tariff costs in 2025, affecting collectible product economics.[1]

After-sales in the collectibles toy industry

  • 280,000+ loyalty members were recorded by Funko in 2024, providing a direct post-purchase engagement base.[37]
  • 1.7 million Facebook followers were reported by Funko in 2024, supporting ongoing collector communication.[37]
  • 4.4 million Instagram followers were reported by Funko in 2024, supporting post-purchase fan communication and product engagement.[37]
  • 24% of Funko’s 2024 gross sales came from its direct-to-consumer channel, supporting direct fan relationships after purchase.[1]
  • 1.4 million Twitter/X followers were reported by Funko in 2024, providing a channel for continuing collector engagement.[37]

Value proposition in the collectibles toy industry

  • Almost 5% was global collectible-toy sales growth in 2024, according to Circana data cited by Funko.[37]
  • 55% of Funko’s reported loyalty-program demographic was female in 2024, compared with 45% male, globally.[37]
  • $12 billion was spent by U.S. buyers aged 12 and older on toys in 2024, demonstrating the value of collectibles to kidult consumers.[37]
  • 18% of global toy-market volume was represented by collectible toys in 2024, according to Circana data cited by Funko.[37]
  • 40 years was the average age of Funko’s reported 18-to-55 loyalty-program demographic in 2024.[37]

13 Statistics

Sustainability & Ethics

We track material circularity and waste recovery practices that can affect packaging and collectible components. Mattel reported 98.8% recycled or FSC certified paper and wood fiber in 2022.

Sustainability in the collectibles toy industry

  • 98.8% of Mattel’s paper and wood fiber used in products and packaging was recycled or FSC Certified in 2022 globally.[16]
  • 30% post-industrial recycled PET was used in Mattel’s window cartons and blister packs in 2022 globally.[16]
  • 39 tons of waste were reduced in 2024 by closing a cardboard-core loop at LEGO’s Czech factory.[19]
  • 65% of Spin Master’s Scope 1 and 2 emissions footprint had been reduced from its 2019 baseline by 2025 globally.[38]
  • 96% of waste generated during LEGO brick production was reused, recycled or recovered in 2024 globally.[19]

ESG in the collectibles toy industry

  • $8.0 million in financial support was provided by Hasbro in 2024 globally.[39]
  • 74% of Hasbro employees participated in company-sponsored volunteering in 2024 globally.[39]
  • $5.6 million in product donations, measured at estimated retail value, were reported by Hasbro in 2024 globally.[39]
  • 20% more was invested by LEGO in sustainability initiatives in 2025 than in 2024 globally.[19]
  • 92% of Hasbro team members volunteered through the company’s philanthropy program in 2022 globally.[40]

Ethics in the collectibles toy industry

  • 100% of Hasbro operations were assessed for corruption-related risks in 2024 globally.[39]
  • 4,951 Hasbro employees completed annual code-of-conduct training in 2024 globally.[39]
  • 4,930 Hasbro employees received anti-corruption training in 2024 globally.[39]
  • 61 complaints were received through Hasbro’s ethics helpline, mailboxes and other sources in 2024 globally.[39]

CSR in the collectibles toy industry

  • 82% of Hasbro employees participated in company-sponsored volunteering in 2023 globally.[39]
  • $14.9 million in product donations at estimated retail value were reported by Hasbro in 2022 globally.[39]
  • 84% of Hasbro employees participated in company-sponsored volunteering in 2022 globally.[39]
  • $5.3 million in financial support was provided by Hasbro in 2023 globally.[39]
  • 45,020 employee volunteer hours were recorded by Hasbro in 2022 globally.[39]

Circular economy in the collectibles toy industry

  • 86.4% of Mattel’s timber-based material was FSC-certified original content in 2022 globally.[16]
  • 12.4% of Mattel’s timber-based material was 100% recycled content in 2022 globally.[16]
  • 96% of LEGO production waste was reused, recycled or recovered in 2024 globally.[19]
  • 65% of Spin Master’s Scope 1 and 2 footprint had been reduced from 2019 by 2025, supporting its circularity and resource-efficiency program.[38]
  • 12 countries were covered by Hasbro’s consumer toy-recycling program in 2022 globally.[41]

Carbon footprint in the collectibles toy industry

  • 70% reduction in Spin Master Scope 1 and 2 emissions is targeted by 2030 from a 2019 baseline globally.[38]
  • 90% is Hasbro’s 2050 net-zero science-based target for absolute Scope 1, 2 and 3 emissions from its 2020 baseline globally.[39]
  • Net-zero Scope 1 and 2 emissions are targeted by Spin Master for 2050 globally.[38]
  • 40% of Mattel Matchbox Action Drivers playset plastic was ISCC-certified bio-circular plastic in 2022 globally.[16]
  • 6% was the decrease in Spin Master Scope 3 emissions from 2024 to 2025 globally.[38]

15 Statistics

Globalization & Expansion

We track cross-border demand and trademark/licensing footprint effects. Funko reported 40% of 2025 sales generated outside the United States.

Globalization in the collectibles toy industry

  • Pop Mart’s artist-IP revenue reached RMB11.12 billion in 2024, increasing 130.6% year over year.[18]
  • Spin Master’s 2024 revenue increased 18.8% year over year following the addition of Melissa & Doug.[17]
  • 36% of Funko’s net sales were generated outside the United States in the first quarter of 2025.[1]
  • Funko’s 2024 net sales totaled $1.05 billion globally.[53]
  • Pop Mart generated RMB13.04 billion in revenue worldwide in 2024, up 106.9% from 2023.[18]

Cultural adaptation in the collectibles toy industry

  • Pop Mart’s Hirono IP generated RMB726.5 million, or 5.6% of revenue, in 2024.[18]
  • Pop Mart’s other artist IPs generated RMB1.41 billion, or 10.8% of revenue, in 2024.[18]
  • Pop Mart’s licensed-IP revenue increased 54.5% to RMB1.60 billion in 2024 as it expanded styles and product types with copyright owners.[18]
  • Funko’s licensed portfolio in 2024 covered movies, television, video games, anime, sports and music properties.[1]
  • Pop Mart’s Dimoo IP generated RMB909.6 million, or 7.0% of revenue, in 2024.[18]

Supplier management in the collectibles toy industry

  • Funko incurred $168.9 million in royalty expense in 2024 under licensing relationships.[1]
  • Funko’s typical customer payment terms ranged from 30 to 90 days, with an average of 57 days, in 2024.[1]
  • Funko held approximately 98 registered U.S. trademarks and 278 registered international trademarks as of December 31, 2024.[1]
  • Funko’s average royalty rate was 16.1% of licensed-product sales in 2024.[1]
  • Funko’s 2024 sales allowances reserve was $42.2 million.[1]

Stakeholder management in the collectibles toy industry

  • Disney, LucasFilm and Marvel collectively accounted for approximately 32% of Funko’s sales in 2024.[1]
  • No individual Funko license agreement accounted for more than 10% of sales in 2024.[1]
  • Funko’s five largest license agreements represented 37% of sales in 2024.[1]
  • Funko’s licensed agreements typically had terms of two to three years in 2024.[1]
  • Funko’s ten largest licensors collectively accounted for approximately 63% of sales in 2024.[1]

Distribution channels in the collectibles toy industry

  • Funko operated four named direct-to-consumer e-commerce websites in 2024: Funko, Funko Europe, Loungefly and Mondo Shop.[1]
  • Funko’s 2024 distribution network included North America, Europe, Latin America, Asia and Africa.[1]
  • Wholesale represented 76% of Funko’s 2024 sales.[37]
  • Direct-to-consumer represented 24% of Funko’s 2024 sales.[37]
  • Funko’s U.S. sales included specialty retailers, mass-market retailers and e-commerce sites in 2024.[1]

Key questions about the Collectibles Toy Industry

What is the global toy market size for 2025, and how does it affect collectibles?
The broad global toy market reached $123 billion in 2025. Collectibles are described as a major growth engine within that market.
How fast are collectibles expanding versus the wider toy market?
Global toy sales growth in 2025 was +7%. U.S. collectibles growth in 2025 YTD was +33%.
Which companies lead the collectibles toy industry?
Bandai Namco Holdings leads Gitnux's 2026 collectibles toy ranking with an Overall score of 9.8, with revenue growth 8.6% and operating margin 14.1% signals. Hasbro is the highest-ranked licensed collectibles producer at 9.2, with revenue growth 13.7% and operating margin 0.2% signals.
What technology shifts are shaping collectibles toy development and distribution?
Hasbro reported an 80% reduction in time from concept to physical prototype in 2025 using AI-assisted design paired with 3D printing. Funko’s distribution center footprint is 860,000 square feet and used integrated inventory-scanning systems.
How concentrated is the collectibles licensing model in large specialists?
Funko reported its five largest license agreements represented 36% of sales in 2025, with no individual license exceeding 10%. That indicates concentration without a single-property dependence.
What regulatory change could affect collectibles toy compliance timelines in 2026?
The EU adopted Regulation 2025/2509 on toy safety in November 2025. Provisions covering the digital product passport apply from January 1, 2026, while most other provisions apply from August 1, 2030.
Reference

Cite This Report

This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.

APA
Emilia Santos. (2026, February 13). Collectibles Toy Industry Statistics. Gitnux. https://gitnux.org/collectibles-toy-industry-statistics
MLA
Emilia Santos. "Collectibles Toy Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/collectibles-toy-industry-statistics.
Chicago
Emilia Santos. 2026. "Collectibles Toy Industry Statistics." Gitnux. https://gitnux.org/collectibles-toy-industry-statistics.

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