The toy industry is witnessing an unprecedented rally centered on soccer, with global sales of licensed merchandise climbing 160% in dollar terms through April, according to data from Circana. The surge pushes soccer‑related products to 9% of total sports‑related toy revenue, up from just 4% a year earlier, marking a seismic shift in consumer interest.
The 160% Surge
While trading card games still dominate the category, accounting for nearly half of all sales, the landscape is diversifying. Building sets and collectible figures are gaining traction, reflecting a broader appetite for tangible, play‑based experiences that go beyond simple swaps.
Dominance of Trading Cards
In the United States, the LEGO® Editions FIFATM World Cup Official Trophy set captured the top spot among building products, while Zuru’s Ballers Mystery Capsule ranked second among action‑figure collectibles in April. Across the Atlantic, the UK saw seven of its ten best‑selling toys carry the FIFATM license during the week ending May 16, underscoring the brand’s deep penetration.
Rise of Building Sets
World Soccer rose to become the third fastest‑growing toy property globally in April 2026, with monthly sales reaching $45 million as new products hit shelves. The momentum reflects a convergence of sports enthusiasm and innovative product design, setting the stage for a competitive holiday season.
Regional Winners
Mexico’s market tells an even more striking story. The official sticker collection for the 2026 World Cup topped the nation’s toy charts within its first week, and Panini’s trading cards outsold their U.S. counterparts, highlighting the country’s enduring soccer passion. In the United Kingdom, seven of the top ten selling toys carried the FIFATM license for the week ending May 16, further cementing the brand’s foothold.
Analyst Outlook
Analysts at Circana predict that the forthcoming tournament will act as a catalyst, accelerating growth and likely reshaping the global toy market for years to come. With the 2026 World Cup on the horizon, companies are already planning next‑year releases, aiming to capture the same wave of excitement that propelled the current surge. The convergence of sports, collectibles and licensed play suggests that soccer‑themed toys will remain a dominant force in the children’s market.