Advent calendars featuring toys and squishies see explosive growth in 2026, making a surprising impact on the industry.
The toy industry is experiencing a marked shift this year, largely driven by a surprising surge in demand for toy-filled advent calendars. New data from Faire indicates that toys and squishies have become the leading advent calendar category for 2026, with an astounding 9,876% increase in wholesale spend compared to last year. This sector, which was almost non-existent in 2025, now overshadows all other categories on the platform.
Retailers are scrambling to keep up with the demand, as wholesale orders for advent calendars have surged by 63%, and spending to maintain stock levels has quadrupled. This boom is occurring amidst broader growth in other sectors like Halloween goods, beverages, and beauty items, while traditional chocolate and candy options are seeing a decline of 23%.
In related news, Hunter Price International’s Toy Mania brand celebrates its 13th anniversary with ambitious global expansion plans. As reported by Toy Book, the brand, noted for its diverse range of sensory toys, compounds, and squishies, continues to experience year-over-year sales growth. Squishies, in particular, are driving international demand, aligning with the hot trend seen in advent calendars.
Meanwhile, McFarlane Toys has unveiled a new ‘Tomb Raider’ action figure in partnership with Crystal Dynamics. The collectible, featuring Lara Croft in her classic guise from the upcoming ‘Tomb Raider: Legacy of Atlantis’ game, exemplifies ongoing enthusiasm for video game-inspired figures. This addition to the McFarlane Elite Edition is poised to capture the attention of both collectors and fans of the franchise.
Additionally, a new report from Global Toy News highlights significant developments in the licensing industry, which has grown to $389.8 billion, reflecting a 5.45% increase. While this growth contrasts with Mattel’s current struggles, where investor Ariel is reportedly pushing for a company sale due to stalled turnaround efforts, it underscores the dynamic nature of licensing, as new entrepreneurs like MrBeast’s Beast Industries dive into the market, acquiring a stake in an AI toy maker.
