Toy makers are banking on movie blockbusters to – Business News
Toy makers are banking on a slew of blockbuster motion pictures in 2026 to spark recent demand after President Trump’s tariffs final 12 months left producers reeling.
More than a dozen main children motion pictures are slated to hit theaters within the months forward — amongst them “Toy Story 5,” “Star Wars: The Mandalorian & Grogu” and a “Minions” sequel — raising hopes for giant gross sales of motion figures, video games and plush toys.
“Minions & Monsters” was promoted during Super Bowl LX. Universal Pictures
“This year will easily be the biggest entertainment year since the 2019,” when about as many motion pictures had been launched in a 12-month span, James Zahn, editor of The Toy Book advised The Post. “There’s an onslaught of stuff coming out.”
Some of the productions — together with the “Star Wars” and “Minions” flicks, together with He-Man-themed “Masters of the Universe” — had been promoted during Sunday’s Super Bowl. The lineup appears comparable to 2019, when “Angry Birds 2,” “Frozen 2,” “Toy Story 4” and “Spider-Man: Far from Home” had been launched.
The newest “Star Wars” movie is popping out later this 12 months. Disney
Most of the movies within the pipeline are sequels or components of massive franchises — “comfort food rooted in good versus evil at a time when there is a lot of disarray,” Zahn stated.
The $45 billion toy industry might use a enhance after lackluster gross sales in 2024 and an uneven 2025, when Lego units, trading playing cards and grownup collectors accounted for more than 90% of final 12 months’s growth in gross sales, in accordance to new knowledge from Circana.
Retail gross sales grew 6% in 2025 in contrast to a 0.3% decline the 12 months earlier than, with the quantity of bought toys rising 3% whilst costs ticked up by 4%, the market analysis company discovered.
“If you strip out football cards, Lego and Pokémon, the industry would have been flat to down last year,” Seaport Capital analyst Gerrick Johnson advised The Post.
This 12 months might be “big if the movies hit right,” he stated, cautioning that movies are not as useful to the toy industry as they used to be as a result of “there is so much more content available to kids outside of theaters.”
The “Toy Story” movie franchise is understood for producing sturdy toy gross sales. Europa Press through Getty Images
Pokémon was the No. 1 toy model in 2025, in accordance to Circana knowledge. a40757se – stock.adobe.com
“We used to have the home video bump after a movie died down,” Zahn added. “Now that bump doesn’t really exist anymore because digital comes out so quickly.”
Movie merch from no less than 5 of the upcoming massive movie releases can be on show at Toy Fair — the biggest commerce show of its type within the US — from Feb. 14 to Feb. 17, when about 1,200 firms are coming to New York City to show off their newest merchandise.
The show will characteristic licensed items linked to the “Star Wars” and “Toy Story” motion pictures, “Masters of the Universe,” “Matchbox: The Movie” and “PAW Patrol: The Dino Movie,” in accordance to Zahn.
Dolls and motion figures — like these American Girl dolls — linked to “KPop Demon Hunters” are slated to come out this summer time. Mattel
“KPop Demon Hunters” was launched in June and a quantity of toy firms had been in a position to produce merchandise rapidly in response to its large success. But most of the dolls and motion figures — from Mattel — are popping out this summer time, Zahn stated.
“The buzz hasn’t stopped for KPop,” he added.
Big franchise motion pictures popping out later this 12 months embrace “Spider-Man: Brand New Day,” starring Zendaya and Tom Holland, “Avengers: Doomsday,” with Robert Downey Jr., and “Supergirl,” starring Milly Alcock.
Adult toy collectors signify the biggest buyer section of the industry. Anadolu Agency through Getty Images
Adult appeal
Toy firms are set to promote loads of merchandise that appeal to grownup collectors — who in 2024 grew to become the biggest shoppers of toys, accounting for 28% of the market.
The trend has not slowed down. Toys within the $30-to-$70 vary grew 18% in 2025, in accordance to Circana. Lego noticed report gross sales within the first half of final 12 months, with adults snatching up colourful flower units, specifically.
Last 12 months’s top-selling toy model was Pokémon. Its trading playing cards and digital content material generated $2.5 billion in US gross sales — 87% more than in 2024, in accordance to Circana.
“Pokémon has been growing rapidly and is critically important to our business,” stated Jeremy Padawer, chief model officer of Jazwares, which makes Pokémon actions figures and plush gadgets.
Jeremy Padawer is chief model officer at Jazwares. AP
Meanwhile, conventional merchandise like dolls, stuffed animals and outside sports activities toys had been duds, with gross sales in these classes declining essentially the most final 12 months, in accordance to Circana.
Even gross sales of Barbie – the best promoting doll on the earth – dropped 17% in Mattel’s most up-to-date quarter ended Sept. 30.
“You can assume sales are flat at best for the traditional toy business and down for companies like Basic Fun that had to eat most of the tariff costs, didn’t have big international businesses or super-hot items,” stated Basic Fun chief Jay Foreman.
Last 12 months, Basic Fun, which makes Tonka Trucks, Care Bears and Lincoln Logs, shelled out $7 million in tariffs for merchandise it imported from China.
Tariffs harm conventional toy firms, stated Jay Foreman, CEO of Basic Fun. AP
At the start of the 12 months, the Boca Raton, Fla.-based company forecasted gross sales to be $230 million — however ended up doing $182 million in business. That’s down from the $206 million it made in 2024.
The shortfall was largely due to misplaced weeks of transport in 2025 when tariffs on Chinese items soared to 145% and retailers pulled back on ordering more stock, Foreman stated. The levies had been considerably cut within the fall.
“Sales may have grown at retail stores, but it was at the expense of the manufacturers’ margins,” stated Alan Dorfman, CEO of Super Impulse, a Bristol, Pa.-based maker of miniature toys that largely value below $10.
“Tariffs hurt a lot of people.”
Sales of Barbie dolls dropped by 17% in the latest quarter, in accordance to Mattel. Getty Images
Super Impulse is raising costs 5% this 12 months after its gross sales had been flat in 2025, Dorfman added.
The general gross sales droop hit firms arduous. Toy companies from mom-and-pops to giants like Mattel and Hasbro shed 1000’s of jobs final 12 months, in accordance Zahn.
“There were massive job losses that were very under-reported,” he stated.
This 12 months is shaping up to be more steady as firms bank on tariff charges remaining the identical, industry consultants stated.
“This year could be a big year for innovation in the toy industry,” Johnson stated. “I think companies held back, thinking why waste our ammunition in 2025.”
