2023 | 2022 | Name | Country | 2023 | 2022 | 2023 | 2022 |
|---|---|---|---|---|---|---|---|
| 1 | 1 | Lego | Denmark | $7,444M | $6,026M | AAA | AAA |
| 2 | 2 | Bandai Namco | Japan | $1,583M | $1,743M | AA+ | AA+ |
| 3 | 3 | Fisher-Price | United States | $879M | $746M | AAA | AAA |
| 4 | 4 | Barbie | United States | $701M | $588M | AAA- | AAA |
| 5 | 5 | Nerf | United States | $462M | $463M | AAA- | AAA |
| 6 | 8 | Hot Wheels | United States | $410M | $348M | AAA- | AAA |
| 7 | 9 | Pop! | United States | $409M | $337M | AA | AA- |
| 8 | 6 | Dragon Ball | Japan | $383M | $409M | AA- | AA- |
| 9 | 17 | Magic: The Gathering | United States | $352M | $158M | AA | AA |
| 10 | 7 | Hasbro | United States | $339M | $361M | AAA- | AAA- |
| 11 | 11 | Mattel | United States | 🔒 | 🔒 | 🔒 | 🔒 |
| 12 | 12 | Mobile Suit Gundam | Japan | 🔒 | 🔒 | 🔒 | 🔒 |
| 13 | 10 | My Little Pony | United States | 🔒 | 🔒 | 🔒 | 🔒 |
| 14 | 14 | Hatchimals | Canada | 🔒 | 🔒 | 🔒 | 🔒 |
| 15 | null | Star Wars | United States | 🔒 | 🔒 | 🔒 | 🔒 |
| 16 | 13 | Monopoly | United States | 🔒 | 🔒 | 🔒 | 🔒 |
| 17 | 15 | Play-Doh | United States | 🔒 | 🔒 | 🔒 | 🔒 |
| 18 | 16 | Transformers | United States | 🔒 | 🔒 | 🔒 | 🔒 |
| 19 | null | Hello Kitty | Japan | 🔒 | 🔒 | 🔒 | 🔒 |
| 20 | 19 | Air Hogs | Canada | 🔒 | 🔒 | 🔒 | 🔒 |
| 21 | null | Disney Princess | United States | 🔒 | 🔒 | 🔒 | 🔒 |
| 22 | 18 | Playskool | United States | 🔒 | 🔒 | 🔒 | 🔒 |
| 23 | 20 | American Girl | United States | 🔒 | 🔒 | 🔒 | 🔒 |
| 24 | null | One Piece | Japan | 🔒 | 🔒 | 🔒 | 🔒 |
| 25 | 21 | MEGA Bloks | United States | 🔒 | 🔒 | 🔒 | 🔒 |