2018 | 2017 | Name | Country | 2018 | 2017 | 2018 | 2017 |
|---|---|---|---|---|---|---|---|
| 1 | 1 | Lego | Denmark | $7,571M | $7,597M | AAA+ | AAA+ |
| 2 | 2 | Bandai Namco | Japan | $1,038M | $1,024M | AA | AA+ |
| 3 | 3 | Fisher-Price | United States | $812M | $773M | AAA | AAA- |
| 4 | 4 | Barbie | United States | $414M | $388M | AAA- | AAA- |
| 5 | 5 | Nerf | United States | $368M | $297M | AAA | AAA- |
| 6 | 9 | Hasbro | United States | $272M | $211M | AAA- | AAA- |
| 7 | 8 | Hot Wheels | United States | $259M | $232M | AAA- | AAA- |
| 8 | 10 | My Little Pony | United States | $252M | $198M | AAA | AAA |
| 9 | 6 | Mattel | United States | $243M | $252M | AAA- | AA+ |
| 10 | 7 | Mobile Suit Gundam | Japan | $182M | $247M | AA- | AA |
| 11 | 13 | Play-Doh | United States | 🔒 | 🔒 | 🔒 | 🔒 |
| 12 | 16 | Monopoly | United States | 🔒 | 🔒 | 🔒 | 🔒 |
| 13 | 15 | Playskool | United States | 🔒 | 🔒 | 🔒 | 🔒 |
| 14 | 18 | Magic: The Gathering | United States | 🔒 | 🔒 | 🔒 | 🔒 |
| 15 | 11 | Monster High | United States | 🔒 | 🔒 | 🔒 | 🔒 |
| 16 | 17 | MEGA Bloks | United States | 🔒 | 🔒 | 🔒 | 🔒 |
| 17 | 12 | Yo-Kai Watch | Japan | 🔒 | 🔒 | 🔒 | 🔒 |
| 18 | 20 | Transformers | United States | 🔒 | 🔒 | 🔒 | 🔒 |
| 19 | 14 | Power Rangers | Japan | 🔒 | 🔒 | 🔒 | 🔒 |
| 20 | 21 | American Girl | United States | 🔒 | 🔒 | 🔒 | 🔒 |
| 21 | 23 | Littlest Pet Shop | United States | 🔒 | 🔒 | 🔒 | 🔒 |
| 22 | 19 | Masked Rider | Japan | 🔒 | 🔒 | 🔒 | 🔒 |
| 23 | 24 | TOMICA | Japan | 🔒 | 🔒 | 🔒 | 🔒 |
| 24 | 22 | Tomy Company | Japan | 🔒 | 🔒 | 🔒 | 🔒 |
| 25 | null | FurReal Friends | United States | 🔒 | 🔒 | 🔒 | 🔒 |