With a strong performance in every territory, Pokémon hit the No. 1 position in the U.K. and Germany for the first time and maintained its top spot in France, Italy, Belgium and the Netherlands while achieving a new high of No. 3 in Spain, according to figures recorded by Circana. In its best-ever year in the U.K., Pokémon claimed the No. 1 position for the first time, up from No. 3 last year, enjoying huge 45 percent growth year-on-year (against the market’s 6 percent) and achieving a 3.7 percent market share.

Similarly, in Germany, Pokémon moved up to No. 1 from No. 2, with 59 percent growth YOY (market 7 percent) and a 5.5 percent market share, achieving 10 products in the top 50 of the year. In another strong year in Italy, Pokémon retained the top spot, seeing an exceptional 70 percent growth YOY against the market’s 6 percent. With a market share more than double that of the next-best performer (7.1 percent vs. 2.6 percent), it had 16 spots in the top 50 products of the year — almost one third of the total.

Pokémon continues to lead the French market. The No. 1 Circana toy property in France once again, it achieved 59 percent growth YOY (market 7 percent) with a market share more than three times that of the No. 2 brand (8.6 percent vs. 2.4 percent). A third of the top 50 products of the year (17 products) were from Pokémon, which also claimed the top two products for December.

Pokémon was again No. 1 in both Belgium and the Netherlands. The latter saw an incredible 141 percent growth YOY (market 15 percent) with an 8 percent market share and seven products in the annual top 50, while growth in Belgium was a massive 59 percent (market 7 percent) with a 5.7 percent market share and nine products in the top 50.

Mathieu Galante, senior director of licensing EMEA for The Pokémon Company International, said:

“We are delighted that our ever-expanding, diverse global fanbase continues to treasure Pokémon and seek out ways to engage and connect with the brand. Last year, our vibrant programme of activity yet again created a massive buzz and intense demand, stimulating another year of vigorous sales. With 2026 being Pokémon’s 30th anniversary, we have a hugely exciting year ahead, with an extra-special raft of launches, collaborations, events and experiences to celebrate in style.”

“Pokémon’s continued success as a global toy brand and cultural phenomenon — with appeal that spans generations — has driven another exceptional year,” said Simon Benton, vice president of global TCG sales. “Demand for Pokémon products remains incredibly strong, and we’re working hard to increase manufacturing capacity so we can meet the needs of fans around the world.“

Pokémon’s exceptional year was recognized by Circana, who named Pokémon Global Top Toy Property of the Year and Europe’s Top Gaining Toy Property of the Year at its 15th annual Toy Industry Performance Awards in January. The Pokémon Trading Card Game was also voted Toy of the Year 2025 at the Toy Industry Awards at London Toy Fair in January.