Toy Story Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

Mattel is the best-performing toy story brand in July 2026, moving 29,000 units across 4 ASINs for 35.8% of Top 10 volume. Disney Store follows with 20,000 units (24.7%), ahead of LeapFrog on 10,000 units (12.3%).

With 6 brands splitting the Top 10 and 72.8% 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 $10.22 to $39.92, 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, 3 ASINs forced its way in: B0FDH3BLH2 booked 8K units at $9.97, with ▲ 166.7% MoM change.

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already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date.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.