Toys Under the Microscope: An Appeal to Brussels, a LEGO Record, and a Market Riding a Wave of Growth

01 · Law & Safety

The Toy Industry Says Enough: An Open Letter to Ursula von der Leyen [1]

As many as 180 toy companies from across the European Union have signed a joint letter to the President of the European Commission. Their demand is specific: every toy sold in the EU should have a clearly identified, traceable economic operator responsible for compliance with EU law. If no such entity can be identified, responsibility should automatically shift to the online platform on which the toy is sold.

This isn't an appeal made without evidence. The signatories cite research showing that as many as 96% of toys offered by third-party sellers on major marketplace platforms failed to meet EU regulations, and 86% were found to be unsafe. For European manufacturers who invest in certifications and safety testing, this is a sign that they're competing today not just on price, but on the fairness of market rules — and online, those rules are still falling short.

While European manufacturers fight for a level playing field online, industry giants are proving that even amid regulatory uncertainty, record-breaking results are still possible.

03 · Global Market

The Global Toy Market Is Booming — And Adults Are Buying More Than Ever [3]

The Circana report leaves no room for doubt: global toy sales in the first half of 2026 rose 14% year-on-year, and 9.5% on a trailing 12-month basis. Asia and Oceania are the fastest-growing markets, but a different trend is even more interesting — children are no longer the sole driver of growth.

Licensed toys, including those tied to FIFA football themes, grew by as much as 24% and now account for 39% of global sales. Even more telling is the role of adult consumers — purchases in the 18+ segment grew by 25%. Collectible sets, figures, and licensed products bought by adults are no longer a niche add-on; they're a genuine pillar of growth for the whole category.