FREE Report: Licensing in the Metaverse
Don’t miss out on the hottest trend in licensing today—making real money in the virtual world. Read this report to learn how you can capitalize on this trend today!

Upgrade to Premium Membership NOW for Just $147!
Get 3 Months of Full Premium Membership Access
Includes Our Monthly Newsletter, Licensing News, Deals, and Contacts
Toys & Games

One-Quarter of Top 2018 Holiday Toys are Licensed

Contact the Editor at

Roughly 29% of the top 2018 holiday toys are licensed, according to lists created by Walmart, Target, Amazon, and Kmart.

In 2017, retail sales of licensed toys/games sank -4.4% to $7.7 billion in the U.S./Canada, according to TLL’s Annual Licensing Business Survey. This was largely due to the impact of the Toys ‘R’ Us bankruptcy, but other contributing factors included an increased interest in owned-brand collectibles and traditional toys/games.

Kmart’s Fab 15 has the highest share of licensed toys on its holiday toys list, followed by Target (25%), Walmart (23%), and Amazon (20%). Counting all 111 toys, including duplicates, 25% of the top holiday toys of 2018 are licensed. This is a marked downturn from last year’s lists, of which roughly one-third of top holiday toys were licensed, and 2016’s lists, of which roughly half were licensed.

Roughly 26% of Target’s list and 23% of Walmart’s list counts retailer exclusive offerings.

Paw Patrol and other preschool properties were out on top, with Paw Patrol alone making up 15% of all licensed offerings. Disney’s Mickey, Minnie & Friends brands as well as Warner Bros.’ Harry Potter were second at 11% each. Other brands with two mentions each were Marvel Avengers, Jurassic World, and Beyblade.

The rest, with only one mention, in no particular order are: Incredibles 2, Skee-Ball, Star Wars, Sunny Day, Sesame Street, Batman, Ryan’s World, Nella the Princess, PJ Masks, Unikitty, and Vampirina.

The most popular manufacturers amongst the four lists are Hasbro (21% of all 111 toys incl. duplications), MGA Entertainment (10%), Mattel (9%), and Spin Master (7%). Kmart is the only retailer to heavily feature Just Play and, likewise, Walmart the only one for Jakks Pacific.

Top Toys of the 2018 Holiday Season
Note: ‡Licensed offering. °Retailer exclusive.
Walmart’s Top Rated by Kids Toy List Target Bullseye’s Top Toys Amazon Top 25 Toy List Kmart’s Fab 15 List
Air Hogs Supernova (Spin Master) Baby Alive Sweet Spoonfuls Doll° (Hasbro) Baby Alive Potty Dance Baby (Hasbro) 2018 Holiday Barbie (Mattel)
All Star Hoverboard° Barbie Dreamhouse (Mattel) Barbie Care Clinic Vehicle (Mattel) Baby Alive Potty Dance Baby (Hasbro)
Barbie Dreamhouse (Mattel) Beyblade Ultimate Tournament Collection‡ (Hasbro) Cozmo Robot (Anki) Barbie Dreamhouse (Mattel)
Disney Princess Rapunzel Tower Vanity° Boxer Interactive A.I. Robot (Spin Master) Don’t Step In It Game, Unicorn Edition (Hasbro) Beyblade SwitchStrike Battle Tower‡ (Hasbro)
Drone Force Terrasect RC Buffalo Games Skee-Ball‡° furrREAL Munchin’ Rex (Hasbro) Disney Mickey Mouse Clubhouse Hot Diggity Dancing Mickey‡ (Just Play)
Fingerlings Hugs (WowWee) Cool Maker KumiKreator (Spin Master) Hasbro Gaming Monopoly Cheaters Edition Family Disney Sing and Spin Scooter Minnie‡ (Just Play)
Fischer-Price Imaginext Jurassic World Rex‡ Fingerlings Interactive Plush Monkey (WowWee) Hot Wheels Corkscrew Crash Track Set (Mattel) Hairdorables (Just Play)
Fisher Price Laugh & Learn 3-in-1 Smart Car (Hasbro) Fischer-Price Imaginext Jurassic World Rex‡ Kano Harry Potter Coding Kit‡ Hot Wheels Mega Garage (Mattel)
Fisher-Price Little People Take Turns Skyway (Hasbro) Fisher-Price Smart Learning Home (Hasbro) L.O.L Surprise! Surprise House (MGA Entertainment) L.O.L. Surprise! Bigger Surprise! (MGA)
Harry Potter Wizard Training Wands‡ (Jakks Pacific) Fisher-Price Think & Learn Rocktopus (Hasbro) L.O.L. Surprise! Bigger Surprise! (MGA) LEGO Super Heroes The Hulkbuster Smash‡
Hot Wheels Ultimate Garage° (Mattel) furReal Rock-A-Too the Show Bird° (Hasbro) L.O.L. Surprise! Glam Glitter Series Doll (MGA) Monopoly Cheaters Edition (Hasbro)
Incredibles 2 Jack Jack Doll‡ (Jakks Pacific) Hatchimals HatchiBabies (Spin Master) Lego Boost Creative Toolbox Nerf Rival Prometheus (Hasbro)
Kumi Kreator (Spin Master) Hot Wheels Gator Car Wash (Mattel) LEGO Harry Potter Hogwarts Great Hall Building Kit‡ Ready2Robot Battle Pack (MGA)
L.O.L. Surprise House (MGA) Jetson Rogue Hoverboard° Little Live Scruff-A-Luvs (Moose Toys) Sunny Day– Sunny’s Styling Head‡ (Fisher-Price/Hasbro)
LEGO Creator Pirate Roller Coaster L.O.L. Surprise! Bigger Surprise! (MGA) littleBits Avengers Hero Inventor Kit‡ Vampirina Rock N’ Jam Touring Van‡ (Just Play)
Little Live Pets Rollie My Kissing Puppy (Moose Toys) LEGO Super Heroes App-Controlled Batmobile‡ Melissa & Doug Examine & Treat Pet Vet Play Set
Little Live Pets Wrapples (Moose Toys) LEGO Unikitty Unikingdom Fairground Fun‡ Moj Moj Claw Machine (MGA Entertainment)
Little Tikes STEM Jr. Wonder Lab (MGA Entertainment) Lupita Doll & Book Set° Nerf Rival Prometheus MXVIII-20K (Hasbro)
Lost Kitties (Hasbro) Melissa & Doug Deluxe Play Store Osmo Genius Kit for Fire Tablet° and iPad
Moj Moj Claw Machine (MGA Entertainment) Nella the Princess Knight Transforming Princess Knight‡° (Vivid Toy) Ozobot Bit Coding Robot
Nerf Laser Ops 2 Pack (Hasbro) NERF Laser Ops Pro (Hasbro) Paw Patrol Ultimate Fire Truck‡ (Spin Master)
Num Nom Silly Shakers Maker (MGA Entertainment) Nintendo Switch Pomsies Patches Plush Interactive Toys
Paw Patrol Fire Truck Ride-On‡° Our Generation Doll School Room° Radio Flyer My 1st Wagon
Paw Patrol Ultimate Fire Truck‡ (Spin Master) Party PopTeenies Mega Party Surprise Set° Star Wars FurReal Ultimate Co-Pilot Chewie Interactive‡ (Hasbro)
Peppa Pig Fun Fair Playset‡° (Jazwares) Paw Patrol Ultimate Fire Truck‡ (Spin Master) You’ve Got Crabs (Exploding Kittens)
Pikmi Pops Super Flip (Moose Toys) Pikmi Pops Unicorn Super Flip° (Moose Toys)
PJ Masks Romeo’s Lab Playset‡ Really Rad Robots MiBRO R/C Robot
Playmobil Hidden Temple with T-Rex Sesame Street Let’s Dance Elmo‡ (Hasbro)
Polaris 1.5 RC° Super Crate Creatures Surprise
Power Wheels Barbie Dream Camper° (Mattel) Transformers Power Charge Bumblebee (Hasbro)
Razor Ultra Spark Scooter Viro Rides 550e Electric Scooter
Really Rad Robots Mi-Bro (Moose Toys) YULU Tic Tac Tongue°
Rideamals Scout Interactive Pony°
Ryan’s World Giant Mystery Egg‡ (
Sing & Spin Scooter Minnie‡
Trail Buster RC°
Treasure X Single Pack (Moose Toys)
VTech Explore & Write Activity Desk
Zoom Tubes Car Trax


You have 3 articles left to view this month.

Your 3 Free Articles Per Month Goes Very Quickly!
Get a 3 month Premium Membership to
The Licensing Letter for just $147!

Sign up now and get unlimited access to all articles, archives, and tools for The Licensing Letter!









Try Premium Membership