Walk into any airport in the world—Singapore, London, New York—and you’ll see the same thing. Brightly lit shelves packed with colorful plastic bricks. Walk into any Walmart or a random corner shop in Sao Paulo, and you’ll see those tiny blue cards with a die-cast car blister-packed to the front.
But if you ask five different people what the most popular toy is, you’ll get five different answers.
One person will swear it’s LEGO because it’s everywhere and adults buy it like crazy now. Another will say Hot Wheels because they sell millions of units every single day. A third might mention Barbie, especially after the movie basically took over the planet’s collective consciousness a couple of years back.
The truth is, "popular" is a slippery word. Are we talking about who makes the most money? Who sells the most individual pieces? Or who has the most "vibes" on social media right now? Honestly, the answer changes depending on how you look at the data. Let’s break down the real heavy hitters of 2026.
The Revenue King: Why LEGO Still Wins
If we’re defining popularity by brand value and total revenue, LEGO is the undisputed heavyweight champion. It’s not even a fair fight at this point. For the tenth year in a row, LEGO has been named the world’s most valuable toy brand. In 2025, their revenue continued to climb, even when other toy companies were struggling to keep their heads above water.
Why? Because LEGO figured out a "cheat code." They stopped being just for kids.
💡 You might also like: Why Every Mom and Daughter Photo You Take Actually Matters
Basically, they realized that a 35-year-old with a salary and a stress-filled job is a much better customer than a 6-year-old with a $5 weekly allowance. Today, "Kidults"—adults who buy toys for themselves—make up a massive chunk of LEGO's sales. You’ve seen the sets: the 6,000-piece Lord of the Rings towers, the realistic botanicals, and the vintage cars. These aren't toys; they’re "lifestyle pieces."
- Tolerance Levels: Every LEGO brick made since 1958 fits with every brick made today. They use a precision of $0.001 mm$. That level of engineering is why people don't throw them away.
- Licensing: They’ve locked down Star Wars, Harry Potter, and Marvel.
- The "Vibe" Factor: During the 2024 and 2025 seasons, LEGO Flowers (like the dried flower centerpiece and the roses) became a legitimate Valentine's Day trend that rivaled actual florists.
The Volume Winner: Hot Wheels Sold Every Second
If you want to talk about sheer numbers, LEGO loses to a 1:64 scale car. Mattel’s Hot Wheels is technically the "top-selling toy in the world" if you count individual units.
Think about it. A LEGO set costs $50 to $500. A Hot Wheels car is usually under $2. It’s the ultimate "impulse buy." Parents grab one at the grocery store checkout to keep a kid quiet. Collectors buy them by the dozen to find "Treasure Hunts" (rare variants).
According to market data from Circana (formerly NPD Group), Hot Wheels frequently takes the #1 spot for total units sold globally. In markets like Brazil and Mexico, the brand is almost a religion. It’s cheap, it’s durable, and it’s universal. You don't need to read a manual to play with a car. You just push it.
The Cultural Phenomenon: Barbie and the Power of Pink
You can't talk about the most popular toy in the world without looking at Barbie. While LEGO has the money and Hot Wheels has the volume, Barbie has the "reach."
📖 Related: Sport watch water resist explained: why 50 meters doesn't mean you can dive
After the Barbie movie, Mattel didn't just sell dolls; they sold a brand. In 2025 and 2026, the "Barbiecore" aesthetic is still hanging around. Barbie is currently sold in over 150 countries, and Mattel claims that multiple dolls are sold every single second.
What makes Barbie different is her ability to pivot. One year she’s a scientist, the next she’s a mermaid, and the next she’s a collector's item designed by a high-end fashion house. She’s the only toy that has survived decades of "cancellation" attempts and competition from brands like Bratz or L.O.L. Surprise! only to come back stronger.
The New Contenders: Squishmallows and Labubu
If you’re on TikTok or Instagram, the "most popular" toy looks a lot different. The traditional "Big Three" (LEGO, Barbie, Hot Wheels) are being chased by new-age trends that rely on scarcity and "the hunt."
Squishmallows
These things are everywhere. Originally launched by Kellytoy, they became a global sensation during the pandemic and haven't slowed down. They’re basically the Beanie Babies of the 2020s, but with better branding. In the first half of 2025, plush toys saw a massive surge in sales, largely driven by the "sensory" appeal of Squishmallows.
Pop Mart and the Labubu Craze
This is the one most people over 30 don't know about yet, but it’s huge. Pop Mart, a Chinese toy company, has exploded globally with their "blind box" collectibles. Their star character, Labubu (a mischievous elf with serrated teeth), became a viral sensation after Lisa from BLACKPINK posted a photo with one.
👉 See also: Pink White Nail Studio Secrets and Why Your Manicure Isn't Lasting
- The Growth: Sales for "The Monsters" series (which includes Labubu) grew by over 600% year-on-year in recent reports.
- The Adult Factor: 60% of buyers are aged 25–34.
- The Resale Market: Rare Labubu figures can sell for thousands of dollars. It’s more like the stock market than a toy store.
The "Invisible" Winners: Pokémon and Trading Cards
We often forget that "toys" includes "games." If you look at total brand impact, Pokémon is arguably the most popular property on the planet. For four consecutive years, it has remained the top-selling toy property globally.
It’s a triple threat:
- The Cards: Trading card sales are through the roof.
- The Plush: Pokémon plushies are a staple in every toy aisle.
- The Tech: The integration between the physical toys and the digital games (like Pokémon GO and the Switch titles) keeps the brand relevant 24/7.
What Most People Get Wrong About Toy Popularity
People usually think a toy is popular because they see it in commercials. But toy companies don't really use commercials anymore. They use "earned media."
If a YouTuber does an unboxing video of a Bitzee (the digital pet you can actually "touch"), that's worth more than $10 million in TV ads. If a kid sees a Bluey playset in a "day in the life" vlog, they want it.
The toy industry in 2026 is driven by two things: Nostalgia for adults and Discoverability for kids. This is why "classic" brands are winning. Parents want to buy what they remember (LEGO, Barbie, Hot Wheels), and kids want what they see on their screens.
Actionable Insights for Toy Collectors and Parents
If you're trying to figure out what to buy—whether for investment or for a gift—keep these real-world trends in mind:
- Check the "Kidult" Appeal: If a toy has a following among adults (like LEGO or Labubu), it’s likely to hold its value or even appreciate. These aren't just toys; they’re collectibles.
- Look for Longevity: Cheap "fad" toys usually end up in landfills within six months. Brands like Schleich (animals) or Magnatiles have high "staying power" because they are open-ended.
- The "Second Hand" Test: Before buying, look at the resale value on eBay or BrickLink. If people are buying the toy used, it means the brand is healthy and the toy is durable.
- Sustainability Matters: In 2026, more parents are pivoting to wooden toys or brands like Green Toys that use recycled plastic. This isn't just a trend; it's a massive shift in how the industry is manufacturing for the future.
The "most popular" toy isn't one single item. It's a crown shared by LEGO (the money), Hot Wheels (the numbers), and Pokémon (the brand). Whether you're building a 1:1 scale Bugatti out of bricks or just trying to find a specific $2 car for your nephew, you're part of a $120 billion global obsession.