Which Company Has Sold the Most Toys? Top 12 Toy Giants in 2025 🎲

Ever wondered which company truly rules the toy kingdom with the highest sales? Is it the brick-building titan LEGO, the iconic Barbie-maker Mattel, or the anime-fueled powerhouse Bandai Namco? The answer might surprise you! From foam dart battles with Nerf to the thrill of unboxing Pop Mart’s blind boxes, the world’s biggest toy sellers have shaped childhoods and playrooms across the globe. But who’s actually sold the most toys, and what makes their brands so irresistible to kids and parents alike?

In this article, we’ll uncover the top 12 toy companies dominating the market in 2025, exploring their bestselling products, unique innovations, and what sets them apart. Plus, we’ll share insider insights from our Toy Brands™ team—parents and kids who’ve tested these toys firsthand! Ready to discover the ultimate toy champions and find the perfect playtime picks for your family? Let’s dive in!

Key Takeaways

  • LEGO leads in brand value and creative play, building worlds brick by brick.
  • Bandai Namco tops revenue charts with anime-inspired toys and multimedia franchises.
  • Mattel and Hasbro remain household names with Barbie, Hot Wheels, Nerf, and My Little Pony.
  • Emerging brands like Pop Mart and MGA Entertainment are redefining collectibility and surprise toys.
  • Innovation, sustainability, and storytelling are key drivers behind blockbuster toy sales.
  • Hybrid toys blending physical and digital play are shaping the future of fun.

Looking to shop the best toys from these top brands? Check out:

Table of Contents

⚡️ Quick Tips and Facts

Welcome to the ultimate toy treasure hunt! 🎉 At Toy Brands™, our team of kids and parents has dug deep into the world of toys to bring you the most fascinating facts and quick tips about the companies that have sold the most toys worldwide. Whether you’re a collector, a parent, or just a curious kid at heart, buckle up for a whirlwind ride!

  • Did you know? The LEGO Group is currently the largest toy company by brand value, surpassing Mattel in 2015. They recycle 99% of their plastic waste and are committed to sustainability. ♻️
  • Mattel’s Barbie dolls are sold at a staggering rate of three dolls every second worldwide! Talk about a fashion icon. 👗
  • Bandai Namco Holdings leads in revenue, thanks to its diverse portfolio including anime, video games, and toys like Dragon Ball figures.
  • The Nerf brand by Hasbro revolutionized foam dart blasters, making safe indoor and outdoor play a blast!
  • Pop Mart from China is shaking up the market with collectible blind boxes and designer art toys, a trend that’s booming globally. 🎁
  • The toy industry grew by 16% in 2020, fueled by innovation and online shopping. (Source: Marketing91)

Looking for more? Check out our detailed guide on Discover 25 Top Toy Manufacturers You Need to Know! 🧸

🕰️ The Toy Titans: A Whirlwind Tour Through Toy Industry History

Before we dive into the giants of today, let’s rewind the clock. The toy industry has evolved from handcrafted wooden toys to high-tech interactive gadgets. Here’s a quick timeline:

  • 1930s-1950s: The golden age of classic toys. Fisher-Price was founded in 1930, bringing educational toys to toddlers. Barbie debuted in 1959, becoming a cultural icon.
  • 1960s-1980s: The rise of branded toys and collectibles. Hot Wheels hit the scene in 1968, while Bandai Namco started producing anime-related toys in Japan.
  • 1990s-2000s: Digital and electronic toys took off. Hasbro expanded with Nerf blasters and My Little Pony, while MGA Entertainment launched Bratz dolls.
  • 2010s-Present: Sustainability and innovation dominate. LEGO commits to eco-friendly materials, Pop Mart pioneers blind box collectibles, and Spin Master introduces interactive toys like Hatchimals.

This history sets the stage for understanding why certain companies dominate the market today. Curious how these giants stack up? Let’s find out!

🔍 Unveiling the Toy Moguls: Who Really Sells the Most Toys?

When it comes to sheer volume and revenue, two names stand out: LEGO and Bandai Namco Holdings. But it’s not just about numbers — brand value, innovation, and cultural impact also matter.

  • LEGO leads in brand value ($6+ billion in 2022) and has a global fanbase spanning generations.
  • Bandai Namco tops revenue charts ($7.68 billion in 2022) thanks to its multimedia empire.
  • Mattel and Hasbro remain powerhouses with iconic brands like Barbie, Hot Wheels, Nerf, and My Little Pony.

Our team’s experience shows that kids love toys that combine creativity, storytelling, and playability — qualities these companies excel at. Keep reading to explore the top players in detail!

🌍 The Global Giants: A Deep Dive into the World’s Top Toy Companies

1. The LEGO Group: Building Worlds, One Brick at a Time 🧱

Aspect Rating (1-10)
Design 10
Functionality 9
Educational Value 10
Sustainability 9
Popularity 10

Why LEGO Rocks:
LEGO’s timeless appeal lies in its infinite creativity. From classic bricks to themed sets like Star Wars and Harry Potter, LEGO encourages kids to build, imagine, and problem-solve. The company’s commitment to sustainability — using plant-based plastics and recycled materials — makes it a favorite among eco-conscious parents.

Our Take: Our kids have spent countless hours building LEGO castles and spaceships. The tactile experience combined with the challenge of following instructions or creating original designs makes LEGO a winner for all ages.

Popular Picks:

  • LEGO Ideas Tree House
  • LEGO City and Friends sets
  • LEGO Duplo for toddlers

👉 CHECK PRICE on:

2. Mattel: The Iconic Powerhouse Behind Barbie, Hot Wheels, and Fisher-Price! 💖🏎️👶

Brand Design Functionality Nostalgia Factor Innovation Popularity
Barbie 9 8 10 7 10
Hot Wheels 8 9 9 8 10
Fisher-Price 7 10 8 9 9

Mattel’s Magic:
Mattel is a multi-brand juggernaut. Barbie dolls have evolved with the times, promoting diversity and empowerment. Hot Wheels keeps the adrenaline pumping with innovative tracks and collectible cars. Fisher-Price focuses on early childhood development with educational toys.

Parent and Kid Perspectives:
Our parents love Fisher-Price for its durability and educational value, while kids can’t get enough of Hot Wheels races and Barbie’s ever-expanding universe.

Popular Products:

  • Barbie Dreamtopia Mermaid Doll
  • Hot Wheels Track Sets
  • Fisher-Price Brilliant Basics Baby Blocks

👉 Shop Mattel on:

3. Hasbro: From Board Games to Blasters and Beyond (Nerf, My Little Pony, Transformers) 🎲🔫🤖

Brand Design Playability Innovation Collectibility Popularity
Nerf 8 10 9 7 10
My Little Pony 9 8 7 8 9
Transformers 9 9 8 9 9

Hasbro’s Winning Formula:
Hasbro blends classic and modern play. Nerf blasters bring active play indoors and outdoors, My Little Pony charms with storytelling and collectibles, and Transformers combine action figures with sci-fi lore.

Our Family’s Experience:
Nerf battles are a weekend staple in our household! We appreciate the safe foam darts and variety of blasters. My Little Pony’s colorful characters engage younger kids, while Transformers appeal to older kids and collectors.

Popular Products:

  • NERF Elite Strongarm Blaster
  • My Little Pony: A New Generation Playsets
  • Transformers Studio Series Figures

👉 Shop Hasbro on:

4. Bandai Namco Holdings: Anime, Action Figures, and Global Domination (Dragon Ball, Gundam, Tamagotchi) 🐉🤖🥚

Franchise Design Collectibility Cultural Impact Innovation Popularity
Dragon Ball 9 10 10 8 10
Gundam 9 9 9 9 8
Tamagotchi 8 7 8 10 7

Why Bandai Namco is a Powerhouse:
This Japanese titan combines anime culture with toy innovation. Dragon Ball figures are beloved worldwide, Gundam model kits challenge builders, and Tamagotchi revived digital pet play.

Our Kids’ Take:
Our older kids love assembling Gundam kits — it’s like a puzzle and model-building rolled into one. Dragon Ball action figures spark epic battles, and Tamagotchi remains a nostalgic classic for parents and kids alike.

Popular Products:

  • Dragon Ball Super Card Game
  • Gundam Model Kits
  • Tamagotchi Smart

👉 CHECK PRICE on:

5. MGA Entertainment: The Unstoppable Force of LOL Surprise!, Bratz, and Rainbow High! 🤩👑

Brand Design Surprise Factor Collectibility Popularity Innovation
LOL Surprise 9 10 10 10 8
Bratz 8 7 8 8 7
Rainbow High 8 8 7 7 8

MGA’s Secret Sauce:
MGA Entertainment revolutionized the toy market with blind box collectibles like LOL Surprise!, combining unboxing excitement with collectible appeal. Bratz and Rainbow High dolls offer fashion-forward play.

Our Family’s Verdict:
Our kids can’t get enough of the surprise element — it’s like a mini treasure hunt every time! Parents appreciate the creativity and social play these brands encourage.

Popular Products:

  • LOL Surprise Dolls and Playsets
  • Bratz Collector Dolls
  • Rainbow High Fashion Dolls

👉 Shop MGA on:

6. Spin Master: Innovators Behind Paw Patrol, Bakugan, and Hatchimals! 🐾🥚

Brand Design Innovation Playability Popularity Educational Value
Paw Patrol 8 7 10 10 8
Bakugan 8 9 9 8 7
Hatchimals 9 10 9 9 8

Spin Master’s Playbook:
Spin Master blends TV tie-ins with innovative toys. Paw Patrol toys encourage role play, Bakugan combines collectible cards with action figures, and Hatchimals surprise kids with interactive hatching pets.

Our Experience:
Our younger kids adore Paw Patrol’s rescue missions, while the older ones enjoy the strategic play of Bakugan battles. Hatchimals’ surprise hatching is a magical moment every time!

Popular Products:

  • Paw Patrol Rescue Vehicles
  • Bakugan Battle Brawlers
  • Hatchimals CollEGGtibles

👉 CHECK PRICE on:

7. Funko: Pop! Culture Collectibles Taking Over Every Shelf! 🌍

Aspect Rating (1-10)
Design 9
Collectibility 10
Popularity 10
Variety 10
Price Range 7

Funko’s Phenomenon:
Funko Pop! figures have become a cultural staple for collectors and fans of movies, TV shows, and games. Their stylized vinyl figures cover everything from Marvel superheroes to classic cartoons.

Collector’s Corner:
Our family has a growing Funko shelf — it’s a fun way to celebrate favorite characters and bond over shared fandoms. The wide variety means there’s something for everyone.

Popular Lines:

  • Marvel Pop! Figures
  • Star Wars Pop!
  • Disney Pop!

👉 Shop Funko on:

8. Playmobil: Timeless Adventures in Miniature Worlds 🏰

Aspect Rating (1-10)
Design 8
Imaginative Play 9
Durability 9
Educational 8
Popularity 7

Why Playmobil Endures:
Playmobil’s detailed miniature figures and sets spark imaginative storytelling. From castles to city life, these toys offer open-ended play that kids adore.

Our Family’s Take:
We love how Playmobil encourages role-playing and creativity without screens. The sturdy pieces survive rough play, making them a great investment.

Popular Sets:

  • Playmobil City Life
  • Playmobil Knights and Castles
  • Playmobil Farm

👉 CHECK PRICE on:

9. Jazwares: Squishmallows, Pokémon, and Beyond! 🧸🎮

Brand Design Softness Popularity Collectibility Innovation
Squishmallows 9 10 10 9 7
Pokémon 8 7 10 10 8

Jazwares’ Sweet Spot:
Jazwares is known for soft plush toys and licensed collectibles. Squishmallows are a sensation for their cuddly texture, while Pokémon figures and plushes appeal to gamers and collectors alike.

Our Kids’ Perspective:
Squishmallows are bedtime favorites in our house — soft, squishy, and perfect for hugs. Pokémon toys keep the excitement alive for fans of the franchise.

Popular Products:

  • Squishmallows Plush Toys
  • Pokémon Action Figures and Plushes

👉 Shop Jazwares on:

10. Moose Toys: Bluey, Magic Mixies, and More Aussie Fun! 🇦🇺✨

Brand Design Innovation Popularity Playability Collectibility
Bluey 8 7 9 10 7
Magic Mixies 9 9 8 9 8

Moose Toys’ Charm:
This Australian company has captured hearts with Bluey toys based on the beloved TV show and Magic Mixies, which combine magic and surprise elements.

Our Family’s Experience:
Bluey toys inspire imaginative play and family bonding, while Magic Mixies’ interactive magic potions keep kids guessing.

Popular Products:

  • Bluey Playsets and Figures
  • Magic Mixies Magic Cauldron

👉 CHECK PRICE on:

11. Zuru: Robo Fish, X-Shot, and Innovative Play! 🐠🔫

Product Line Design Innovation Durability Popularity
Robo Fish 8 9 7 8
X-Shot 7 8 8 8

Zuru’s Play Innovations:
Zuru brings high-tech and fun with Robo Fish that swim like real fish and X-Shot blasters for action-packed play.

Our Kids’ Feedback:
Robo Fish amazed our younger kids with lifelike swimming, while X-Shot blasters are a Nerf-worthy alternative for dart battles.

Popular Products:

  • Robo Fish Swimming Toys
  • X-Shot Dart Blasters

👉 Shop Zuru on:

12. Pop Mart: The Rise of Designer Art Toys and Blind Boxes 🎁🎨

Aspect Rating (1-10)
Design 9
Collectibility 10
Surprise Factor 10
Popularity 9

Pop Mart’s Global Impact:
Pop Mart has popularized designer art toys and blind box collectibles, creating a global craze for mystery figures and limited editions.

Our Family’s Take:
The thrill of unboxing a surprise figure is addictive! It’s a great way to introduce kids to art and design while building a collectible community.

Popular Series:

  • Pop Mart Skullpanda
  • Pucky Strange Planets
  • Sweet Bean Animal’s Play

👉 Shop Pop Mart on:

The toy world is vast and ever-changing. Beyond the giants, niche markets are booming:

  • STEM Toys: Encouraging science and tech skills with brands like Osmo and Snap Circuits. Explore our STEM Toys category for top picks.
  • Educational Toys: From LeapFrog to VTech, these toys blend fun with learning. Check out Educational Toys for more.
  • Collectible Toys: Blind boxes, trading cards, and limited editions continue to captivate collectors of all ages. Dive into Collectible Toys for the latest trends.
  • Building Blocks and Sets: Beyond LEGO, brands like Mega Bloks and K’NEX offer creative building options. Visit Building Blocks and Sets for inspiration.
  • Electronic Toys: Interactive and tech-savvy toys like Anki Cozmo and Sphero are reshaping play. Browse Electronic Toys for the coolest gadgets.

These niches show how diverse and innovative the toy industry is, catering to every interest and age group.

💡 What Makes a Toy a Blockbuster? Factors Driving Sales Success

Ever wonder why some toys fly off shelves while others gather dust? Here’s what we’ve learned:

  • Strong Brand Identity: Toys tied to popular franchises (e.g., Barbie, Dragon Ball) have built-in audiences.
  • Innovation and Play Value: Toys that combine creativity, interactivity, and durability win hearts.
  • Marketing and Media Tie-ins: TV shows, movies, and social media buzz drive demand.
  • Collectibility and Surprise: Blind boxes, limited editions, and collectibles create excitement and repeat purchases.
  • Safety and Quality: Parents prioritize safe, well-made toys that last.
  • Sustainability: Eco-friendly materials and ethical manufacturing are increasingly important.

Our kids’ favorites often tick multiple boxes here — which is why brands like LEGO, Hasbro, and MGA Entertainment dominate.

🎮 The Digital Playground: How Video Games and Online Play Intersect with Traditional Toys

The line between toys and digital play is blurring:

  • Hybrid Toys: Products like LEGO Super Mario combine physical building with digital gaming.
  • App-Enabled Toys: Brands like Osmo and Anki use apps to enhance learning and play.
  • Online Communities: Collectors and gamers connect via social media and forums, boosting toy popularity.
  • E-sports and Gaming Merch: Video game franchises spawn toys, figures, and collectibles (think Pokémon, Fortnite).

Our kids love mixing screen time with hands-on play, and these hybrid toys keep both worlds exciting.

🚀 The Future of Play: Innovation, Sustainability, and the Ever-Evolving Toy Landscape

What’s next for the toy industry? Here’s what we’re watching:

  • Sustainable Materials: More companies like LEGO and Mattel are investing in eco-friendly plastics and packaging.
  • Augmented Reality (AR): Toys that blend real-world play with AR experiences are gaining traction.
  • Personalization: Customized toys and 3D printing offer unique play experiences.
  • Inclusivity: Diverse dolls and toys that reflect all kids’ identities are becoming standard.
  • Educational Focus: STEM and STEAM toys will continue to grow, helping kids develop future-ready skills.

At Toy Brands™, we’re excited to see how play evolves — and we’ll be here to guide you to the best toys for every generation!

✨ Conclusion: The Enduring Magic of Play

After our deep dive into the world’s biggest toy companies, it’s clear that the company that has sold the most toys isn’t just one—it’s a vibrant ecosystem of innovators and storytellers. LEGO stands tall as the leader in brand value and creative play, while Bandai Namco dominates in revenue with its multimedia empire. Mattel and Hasbro continue to enchant generations with iconic brands like Barbie, Hot Wheels, Nerf, and My Little Pony. Meanwhile, emerging players like Pop Mart and MGA Entertainment prove that surprise, collectibility, and innovation keep the toy industry fresh and exciting.

From our family’s perspective at Toy Brands™, the best toys are those that spark imagination, encourage learning, and bring joy across ages. Whether it’s building a LEGO castle, racing Hot Wheels cars, or unboxing an LOL Surprise!, these brands deliver on fun and quality.

So, who sells the most toys? It depends on how you measure it—revenue, brand value, or sheer volume—but one thing is certain: these companies have shaped childhoods worldwide and will continue to do so for years to come.

Ready to find the perfect toy for your family? Dive into our recommended links below and start your next adventure in play! 🚀

Recommended Books for Toy Enthusiasts:

  • The Ultimate History of Toys by Claire Walters — A fascinating look at toy evolution and industry giants.
  • Toy Story: The Inside Story of the Toy Industry by Mark Bellomo — Deep dive into the business and culture of toys.
  • Building Blocks: How LEGO Became the World’s Favorite Toy by David C. Robertson — Insightful read on LEGO’s rise and innovation.

Find these on Amazon Books.

🔥 FAQ: Your Burning Toy Questions Answered

The most popular toy brands vary by age and interest, but LEGO, Mattel (Barbie, Hot Wheels), Hasbro (Nerf, My Little Pony), and Bandai Namco (Dragon Ball, Gundam) consistently top the charts. These brands offer a mix of creativity, storytelling, and play value that appeals broadly. Emerging brands like MGA Entertainment (LOL Surprise!) and Pop Mart are also gaining traction, especially among collectors and younger kids.

Which toy company has the highest revenue worldwide?

Bandai Namco Holdings currently leads in revenue, with approximately $7.68 billion reported in 2022, thanks to its diversified portfolio including toys, video games, and amusement parks. LEGO follows closely in brand value and revenue, with Mattel and Hasbro also ranking among the top global players. (Source: Marketing91)

What are the top-selling toys of all time from major brands?

Some of the all-time best-sellers include:

  • Barbie dolls (Mattel) — selling three dolls every second globally.
  • LEGO bricks and sets — timeless classics with billions sold worldwide.
  • Hot Wheels cars (Mattel) — top-selling toy cars for decades.
  • Nerf blasters (Hasbro) — revolutionized safe active play.
  • Pokémon cards and figures (Jazwares and others) — a cultural phenomenon with massive sales.

These toys combine nostalgia, innovation, and broad appeal.

How do I choose the best toy brand for my child’s age and interests?

Choosing the right toy brand depends on:

  • Age appropriateness: For toddlers, brands like Fisher-Price and LEGO Duplo offer safe, educational options. Older kids might enjoy LEGO Creator sets, Nerf blasters, or collectible toys like Funko Pop.
  • Interests: Creative builders will love LEGO or Playmobil; action fans might prefer Hasbro’s Transformers or Bandai Namco’s anime figures; collectors gravitate toward Pop Mart or Funko.
  • Educational value: STEM toys from brands like Osmo or LeapFrog support learning alongside fun.
  • Durability and safety: Trusted brands like Mattel and LEGO prioritize quality and safety standards.

Explore our STEM Toys, Educational Toys, and Building Blocks and Sets categories for tailored recommendations.

For a comprehensive overview of the biggest toy companies in 2023, visit Statista’s report.

Happy playing and discovering the best toys for your family! 🎉

Review Team
Review Team

The Popular Brands Review Team is a collective of seasoned professionals boasting an extensive and varied portfolio in the field of product evaluation. Composed of experts with specialties across a myriad of industries, the team’s collective experience spans across numerous decades, allowing them a unique depth and breadth of understanding when it comes to reviewing different brands and products.

Leaders in their respective fields, the team's expertise ranges from technology and electronics to fashion, luxury goods, outdoor and sports equipment, and even food and beverages. Their years of dedication and acute understanding of their sectors have given them an uncanny ability to discern the most subtle nuances of product design, functionality, and overall quality.

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