The toy industry is witnessing an unprecedented surge in soccer‑related products, with global sales climbing 160% in dollar terms through April of this year. The phenomenon is not limited to a single category; rather, it reflects a broader diversification of fan engagement that now spans trading cards, construction kits and collectible figures.
Trading card games continue to dominate the landscape, accounting for 44% of total soccer‑toy revenue, but their share is gradually being challenged by the rising popularity of building sets. In the United States, the LEGO Editions FIFA World Cup Official Trophy set topped the building‑set category in terms of dollar sales, while in Mexico the FIFA World Cup 2026 Official Sticker Collection became the fastest‑selling toy within its first week on shelves.
Regional Hotspots
The geographic spread of the boom is striking. In April, trading‑card sales in Mexico overtook those in the United States, underscoring the country’s deep‑rooted soccer culture. Across the Atlantic, seven of the ten best‑selling toys in the United Kingdom carried the FIFA license during the week ending May 16, reflecting a strong national appetite for licensed merchandise. These regional spikes are already being linked to the anticipated performance of national teams in the upcoming 2026 World Cup.
What’s Next for the Industry
Analysts at Circana expect markets where national teams advance to the semi‑finals or finals to experience disproportionate sales spikes, a pattern that could reshape inventory strategies for manufacturers and retailers alike. With the FIFA World Cup 2026 Ballers Mystery Capsule already ranking as the second‑best‑selling action‑figure collectible in the United States, the momentum suggests that soccer‑themed toys will remain a central pillar of the broader sports‑toy market, which now derives nearly 9% of its revenue from soccer‑related products — up from just 4% a year earlier.