Circana: Soccer-Related Toy Sales Jump 160% as Global Fan Demand Grows

Soccer fandom is driving significant growth in the global toy industry, according to new data from Circana.

Through April, soccer-related toy sales across the 12 global markets tracked by Circana increased 160% in dollar sales compared to the same period last year. The category now accounts for 9% of all sports-related toy sales, up from 4% a year ago.

“Unlike prior tournaments, we’re seeing a wider ecosystem of soccer-inspired products gaining traction and reflecting deeper engagement across age groups and product types,” says Frédérique Tutt, global toys industry advisor at Circana. “This diversification reflects broader opportunity for licensors, retailers, and manufacturers to capture fan spending beyond traditional formats.”

While trading card games remain the largest segment, representing 44% of soccer-related toy sales, other categories are gaining momentum. Building sets account for 25% of sales, followed by collectible figures at 12%, with plush and additional categories also contributing to growth. The shift marks a notable change from the 2022 tournament cycle, when trading card games generated more than 80% of global soccer-related toy sales.

In April alone, World Soccer ranked as the third-fastest-growing toy property globally, behind Pokémon and Super Mario. Monthly sales for World Soccer products reached $45 million as new merchandise arrived at retail.

The United States remains a major market for soccer-related toys. Circana reports that the FIFA World Cup 2026 Ballers Mystery Capsule from ZURU was the second best-selling action figure collectible in the U.S. during April, while the LEGO Editions FIFA World Cup Official Trophy building set ranked No. 1 in the building sets category based on dollar sales.

Demand has been especially strong in Mexico, where April trading card sales surpassed those in the U.S. The launch of Panini’s FIFA World Cup 2026 Official Sticker Collection April 30 quickly became the top-selling toy of the year in Mexico based on unit sales within its first week on shelves.

The United Kingdom is also seeing increased activity ahead of the tournament. For the week ending May 16, seven of the top 10 best-selling toys in the market carried the FIFA license.

According to Circana, the expanding product mix reflects broader opportunities for licensors, manufacturers, and retailers as soccer fandom grows across age groups and product categories. The firm expects sales momentum to continue building throughout the tournament, particularly in markets whose national teams advance deep into the competition.

Historically, toy sales tied to major soccer tournaments increase as teams progress through later rounds, and Circana will continue tracking the impact of the 2026 FIFA World Cup on the global toy industry.

“As soccer continues to globalize, so does the commercial opportunity around it,” adds Tutt. “These early results underscore the power of soccer-related toys and collectibles as both a cultural and retail phenomenon. With momentum already building — from triple-digit growth globally to early demand surges in key markets — we’re seeing a broader, more diverse product landscape take shape. As new fans enter the category and spending expands beyond trading cards into building sets, figures, and plush, the upcoming tournament is shaping up to be not just a sporting event, but a major catalyst for the global toy market this summer.”

Learn more at circana.com.