AI was everywhere at CES 2026, from robots to toilets and toys. The race to define the next computing interface is on, agentic ad tech is emerging, and health wearables are pushing further into physiological data. Best in show: Lego’s Smart Brick.

Lego continues to outperform the toy industry by delivering products that appeal to both children and adults while expanding brand awareness in Asia. While we expect US toy and hobby sales to grow just 2.0% this year, Lego is increasingly in a league of its own. The company’s all-ages appeal, IP partnerships, and brick-and-mortar strategy are working in tandem to drive sales and encourage lasting loyalty.

As the world's largest toy company, LEGO has built a retail empire that outpaces competitors Mattel and Hasbro combined through a sophisticated, centered multichannel strategy.

On today’s podcast episode, we discuss the elements of the Lego flywheel, how its remained relevant across demographics, and what other brands and retailers can learn from its success. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analyst Sky Canaves and Senior Analyst Zak Stambor.

LEGO’s website is by far the most visited toy retail website among US consumers, with 5.89 million unique visitors in August 2024, according to data from Comscore Inc.

Toys R Us and Bed Bath & Beyond expand their physical presences: Brick-and-mortar stores serve as three-dimensional billboards that drive awareness and sales, but success is far from guaranteed.

Toys and hobby sales have normalized after a pandemic-era spike, though some brands are still flying high. Here’s what to expect from the industry this year.

Thanks to its growing retail media business, Walmart keeps its top spot on our “Unofficial Most interesting Retailers List” for April 2024. Meanwhile, newcomer Home Depot and returning member TikTok Shop make the list for equipping advertisers with more data.

On today's podcast episode, we discuss the unofficial list of the most interesting retailers for the month of April. Each month, our analysts Arielle Feger, Becky Schilling, and Sara Lebow (aka The Committee) put together a very unofficial list of the top eight retailers they're watching based on which are making the most interesting moves: Who's launching new initiatives? Which partnerships are moving the needle? Which standout marketing campaigns are being created? In this month's episode, Committee members Arielle Feger and Sara Lebow will defend their list against vice president of content Suzy Davidkhanian and analyst Blake Droesch, who will dispute the power rankings by attempting to move retailers up, down, on, or off the list.

Toy sales growth can be attributed to kids’ shifting interests, the influence of online platforms, and expanding into older audiences. In our recent “Behind the Numbers: Reimagining Retail” podcast episode, we dive into trends impacting toy retail sales and how marketers can reach new consumers.

Retailers turn to gamification to encourage loyalty, boost sales: Lego, Under Armour, and Hudson’s Bay Company are hoping to keep users engaged and their brands top-of-mind.

Everyone knows the expression “like a kid on Christmas morning.” But what if we told you that it’s not just children who are hoping for the season’s hottest toys?

Harrods delays its summer sale due to supply chain challenges: Logistics continues to challenge retailers, even as the Asia supply chain shows signs of healing.

AR, VR, and video games present opportunities that marketers can tap into right now.

Amid all the handwringing about screen time—plus the demise of Toys "R" Us—one could easily imagine that kids have lost interest in toys. But they haven’t.