Sales of football toys surging ahead of FIFA World Cup, says Circana

Football-related toy sales are surging across the 12 global toy markets tracked by Circana.

Global football-related toy sales climbed by 160% in dollar value this year through April, now accounting for 9% of total sports-related toy sales – up from 4% during the same period last year.

While trading card games remain the largest category at 44%, others are gaining share including building sets (25% share), collectible figures (12% share) and plush. For comparison, during the previous FIFA World Cup in 2022, over 80% of global football-related toy sales were driven by trading card games.

World football ranked as the third fastest-growing toy property globally for April, trailing only Pokémon and Super Mario. Monthly sales for world football reached $45 million as new products hit shelves.

“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,” said 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.”

In April, the FIFA World Cup 2026 Ballers Mystery Capsule toy from Zuru ranked as the second-best-selling action figure collectible in the US for the month, while the LEGO Editions FIFA World Cup Official Trophy set took the top spot in building sets, based on dollar sales.

Mexico is already experiencing a full-fledged surge in demand. Trading card sales in April surpassed those in the US for the same month. The launch of Panini’s FIFA World Cup 2026 Official Sticker Collection set had an immediate impact: within its first week, it became the number-one selling toy, year-to-date, based on units sold in Mexico.

In the United Kingdom, football merchandise is also gaining prominence. For the week ending May 16th, seven of the top 10 selling toys carried the FIFA license.

“As football continues to globalise, so does the commercial opportunity around it,” said Tutt.

“These early results underscore the power of football-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.”

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