Top 10 Best-Selling Toy Brands Worldwide by Annual Sales

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Top Toy Brands in the World by Revenue in 2025: A Closer Look

LEGO Continues Its Dominance with Over $11.5 Billion in Sales
The Danish toy giant LEGO has once again secured its position as the world’s best-selling toy brand. With a massive revenue of $11.54 billion in 2025, LEGO’s iconic building blocks remain a favorite among children and collectors worldwide. Its commitment to innovation, licensed sets, and immersive experiences keep the brand at the forefront of the industry.
American Powerhouses: Mattel and Hasbro Lead the Pack
American toy companies continue to hold strong with Mattel raking in approximately $5.38 billion and Hasbro earning about $4.14 billion in 2025. Mattel’s traditional brands like Barbie and Hot Wheels, along with recent collaborations, continue to propel growth. Meanwhile, Hasbro’s extensive portfolio including Transformers, Monopoly, and My Little Pony sustain its solid foothold.
Japanese Toy Giants Maintain Global Influence
Bandai Namco, renowned for popular franchises like Pac-Man and Digimon, earns around $3.18 billion. TOMY closely follows with $1.58 billion, leveraging its diverse range of toys, plush items, and educational products. Sanrio, famous for Hello Kitty, together with Bandai Namco, holds a significant slice of the market, each with revenue of approximately $0.92 billion.
Emerging Market Leaders: Spin Master and POP MART
Canadian innovator Spin Master generated $2.26 billion, thanks to hits like Paw Patrol and Hatchimals. Meanwhile, Chinese retailer POP MART reached $1.90 billion, riding the wave of collectible figures and plush toys that appeal to a broad audience.
U.S. Toy Companies Continue to Grow Steadily
Funko, known for pop culture collectibles, achieved sales of $1.05 billion. Jazwares, with a focus on action figures and plush toys, topped the $1 billion mark at $1.00 billion. Both brands capitalize on trendy franchises and collaborations to attract diverse age groups.
European and German Brands Maintain a Strong Presence
Ravensburger and Schleich, both German companies, each earned close to $0.92 billion and $0.27 billion respectively. They excel in high-quality puzzles, educational games, and detailed figurines, appealing especially to discerning consumers.
Chinese and Hong Kong Brands Continue to Expand Internationally
VTech from Hong Kong generated $0.81 billion, focusing on electronic learning toys, while Playmates Toys from Hong Kong earned approximately $0.12 billion, benefiting from its popular Ninja Turtles line.
Niche and Specialized Brands Steady in the Market
Melissa & Doug, specializing in wooden toys and arts & crafts, reached around $0.37 billion. Playmobil, known for its detailed playsets, made about $0.57 billion. JAKKS Pacific and Character Group enhance their market share through licensed products and innovative play solutions.
The Rising Stars: Build-A-Bear Workshop and Others
Build-A-Bear Workshop reported sales of approximately $0.50 billion, leveraging its customizable plush toy concept that resonates with consumers seeking personalized experiences.
Future Outlook: The Toy Industry’s Resilience and Innovation
While these brands dominate today, the toy industry continues to evolve rapidly with advances in technology, digital entertainment integration, and sustainability initiatives. Brands that innovate and adapt to new consumer demands are set to lead the future landscape.

The global toy industry remains vibrant, driven by a diverse mix of established giants and innovative newcomers. As consumers’ preferences shift, these companies are poised to reshape and redefine play for generations to come.

Sources: Company reports, TIME, ECB, 2025