Toy Story Little People Market Report: Sales Volume, Market Share, Leading Brands & Market Trends
Toy Story Little People sales on Amazon US totaled 144,300 units in July 2026 (▲ 1.9% vs. the prior month), generating an estimated $3,384,211 in revenue across the 50 top-ranked ASINs for this search term. Demand is heavily concentrated at the top of the ranking — the ten best performers capture 50.6% of unit volume and 50.9% of revenue, while a typical listing is priced at $22.52. The keyword itself pulled 12,391 Amazon queries over the same period (▼ 37.7% MoM).
Zooming out to the 12-month window ending July 2026, the toy story little people Top 50 moved 1,136,700 units and $28,463,599 in cumulative sales — an average of 94,725 units and $2,371,967 per month. Monthly throughput topped out at 207,400 units in November 2025 and dipped to 38,700 in May 2026, leaving the latest reading 156.1% higher than August 2025.
Toy Story Little People Sales Trend (Trailing 12 Months)
Based on the top 50 ASINs by monthly sales for this keyword
2025/08
2025/09
2025/10
2025/11
2025/12
2026/01
2026/02
2026/03
2026/04
2026/05
2026/06
2026/07
Monthly Sales 2026/07
144.3K
▲ 1.9% MoM
Monthly Revenue 2026/07
$3.4M
▼ 9.0% MoM
Top 10 Market Share 2026/07
50.6%
Toy Story Little People Market Share & Sales Concentration on Amazon US — July 2026
The most-sold toy story little people listing on Amazon US in July 2026 is ASIN B07PQFT83F (Brand: Disney), which sold 10,000 units at $39.95 apiece — equal to 6.9% of every unit tracked in this report.
The Top 10 ASINs account for 73,000 units and $1,723,350 in July 2026 — 50.6% of unit volume and 50.9% of revenue among all 50 ranked ASINs in this report.
Sales Volume of Top ASINs for 'Toy Story Little People' on Amazon
July 2026
Is 50.6% Top 10 share highly concentrated?
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Top 5 Volume Share breakdown
B07PQFT83F
Disney Store Official Buzz Lightyear Interactive Talking Action Figure from Toy Story, Features 10+ English Phrases, Interacts with Other Figures and Toys
10K
▼ 50.0%vs. prior month
$399.5K
latest month
12-month trend
B07QTZ8238
Disney Store Official Sheriff Woody Talking Action Figure from Toy Story, Features Sounds and Phrases from the Movies, Interacts with Other Figures and Toys
10K
▲ 0.0%vs. prior month
$398.8K
latest month
12-month trend
B0GMQMZ96P
LeapFrog Disney and Pixar Toy Story 5 Explore and Learn Lilypad
10K
▲ 66.7%vs. prior month
$279.7K
latest month
12-month trend
B0FDH2CB79
Mattel Disney and Pixar Toy Story 5 Woody Action Figure | 7-inch Playscale, 1 Key Character, 8+ Posable Joints, Movie-Accurate Design
8K
▲ 100.0%vs. prior month
$79.8K
latest month
12-month trend
B0FDH3BLH2
Mattel Disney and Pixar Toy Story 5 Jessie Action Figure | 7-inch Playscale, 1 Key Character, 8+ Posable Joints, Movie-Accurate Design
8K
▲ 166.7%vs. prior month
$79.8K
latest month
12-month trend
B0FHKMK8F6
Mattel Disney and Pixar Toy Story 5 Rex Action Figure | 7-inch Playscale, 1 Key Character, 8+ Posable Joints, Movie-Accurate Design
6K
▲ 50.0%vs. prior month
$59.8K
latest month
12-month trend
Unlock to view all Top 50 ASIN competitors and their sales contributions
Best Toy Story Little People Brands on Amazon US — Top 3 Brand Sales Concentration (July 2026)
Mattel is the best-performing toy story little people brand in July 2026, moving 22,000 units across 3 ASINs for 30.1% of Top 10 volume. Disney Store follows with 15,000 units (20.5%), ahead of Fisher-Price on 11,000 units (15.1%).
With 6 brands splitting the Top 10 and 65.8% 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 $9.97 to $39.89, which frames the price band a competing listing has to justify.
Brand share of Top 10 volume
Mattel
3 ASINs in Top 10
30.1%
Units
22K
Revenue
$219.3K
Avg. price
$9.97
B0FDH2CB79
$9.97·★4.7·1.1K revsMattel Disney and Pixar Toy Story 5 Woody Action Figure | 7-inch Playscale, 1 Key Character, 8+ Posable Joints, Movie-Accurate Design
Units sold8KB0FDH3BLH2
$9.97·★4.7·1.1K revsMattel Disney and Pixar Toy Story 5 Jessie Action Figure | 7-inch Playscale, 1 Key Character, 8+ Posable Joints, Movie-Accurate Design
Units sold8KB0FHKMK8F6
$9.97·★4.7·1.1K revsMattel Disney and Pixar Toy Story 5 Rex Action Figure | 7-inch Playscale, 1 Key Character, 8+ Posable Joints, Movie-Accurate Design
Units sold6K
Disney Store
2 ASINs in Top 10
20.5%
Units
15K
Revenue
$598.3K
Avg. price
$39.89
B07QTZ8238
$39.88·★4.7·49.4K revsDisney Store Official Sheriff Woody Talking Action Figure from Toy Story, Features Sounds and Phrases from the Movies, Interacts with Other Figures and Toys
Units sold10KB07PN7FP76
$39.90·★4.7·49.4K revsDisney Store Official Jessie Interactive Talking Action Figure from Toy Story, Features Sounds and Phrases from The Movies, Interacts with Other Figures and Toys
Units sold5K
Fisher-Price
2 ASINs in Top 10
15.1%
Units
11K
Revenue
$149.2K
Avg. price
$13.98
B0FJZQYSWJ
$13.97·★4.9·655 revsFisher-Price Little People Disney Pixar Toy Story Figure Pack | 4 Movie Characters, Pretend Play, Toddlers & Preschool Kids Ages 18+ Months
Units sold6KB0CPNBBY6T
$14.00·★4.8·1.9K revsFisher-Price Little People School Bus Toddler Toy | Push-Along Vehicle, Lights Music & Sounds, 2 Figures, Preschool Kids Ages 1+ Years
Units sold5K
Trending Toy Story Little People Products — Growth Leaders & New Top 10 Entrants
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, 2 ASINs forced its way in: B0FDH3BLH2 booked 8K units at $9.97, with ▲ 166.7% MoM change. On the growth side, B0FCYSNGZ1 leads positive momentum with ▲ 400.0% MoM growth on 4K 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.
B0FDH3BLH2
Mattel Disney and Pixar Toy Story 5 Jessie Action Figure | 7-inch Playscale, 1 Key Character, 8+ Posable Joints, Movie-Accurate Design
Price
$9.97
Rating
4.7
Reviews
1.1K
Latest month sales
B0CPNBBY6T
Fisher-Price Little People School Bus Toddler Toy | Push-Along Vehicle, Lights Music & Sounds, 2 Figures, Preschool Kids Ages 1+ Years
Price
$14.00
Rating
4.8
Reviews
1.9K
Latest month sales
B0FCYSNGZ1
Potato Head Disney Pixar Toy Story 5 Talkin' Mr. Potato Head with 25+ Sounds and Phrases, Preschool Toys for Kids 2+
Unlock to view ASIN details and product titles
Price
$19.99
Rating
4.8
Reviews
144
Latest month sales
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