My Little Pony Figures Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

My Little Pony is the best-performing my little pony figures brand in July 2026, moving 5,700 units across 7 ASINs for 54.8% of Top 10 volume. Mattel follows with 4,000 units (38.5%), ahead of Simple Modern on 400 units (3.8%).

With 4 brands splitting the Top 10 and 97.1% of volume sitting with three of them, this is a concentrated shelf — the leaders hold multiple listings or one very high-velocity ASIN, so a new entrant competes against established review moats rather than an open field. Average selling prices among the leaders run from $18.39 to $29.30, which frames the price band a competing listing has to justify.

Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. Specifically, one ASIN forced its way in: B0741NPZG9 booked 300 units at $9.15, with ▲ 50.0% MoM change. On the growth side, B0BPJZHT6Y leads positive momentum with ▲ 100.0% MoM growth on 100 units, with B0BPK2351F close behind at ▲ 100.0% MoM on 100 units.

The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.