Okay. This is a tough one. It's very difficult to track lifetime sales of a toy line so I enlisted the help of AI to estimate the closest lifetime figure of sales to help come up with a list for the top twenty money-making toy lines of all time. We utilized sources like:
Toy World Magazine and Statista
Toy Wars by G. Wayne Miller
Official Company and Annual Reports
Marvel and DC toy lines are aplenty, and haven't been included because the figures aren't available. The same can be said for many other toy lines out there.
It's not an exact science to gauge the most successful toy lines of all time, but this offers us a good outlook of the financial and cultural impact of society's greatest and most iconic toy lines.
We list the years of the toy line's initial release, and also included nostalgic commercials for each to take you back in time a bit.
Rubik's Cube (1974)
Invented by Hungarian architect Ernő Rubik in 1974, the Rubik's Cube became the world's best-selling puzzle game. Its colorful, twistable design challenged players to align all sides, sparking a global craze that continues today. The cube's blend of simplicity and complexity has made it a timeless brain teaser.
Bratz Dolls (2001)
Bratz dolls, with their edgy fashion and "passion for fashion," burst onto the scene in 2001, challenging the traditional doll market. MGA Entertainment's creation featured dolls with distinct personalities and styles, resonating with a new generation seeking diversity and attitude in their toys. Their bold aesthetics and extensive product lines has led to over $2 billion in sales.
Playmobil (1974)
Playmobil was launched by German company Brandstätter Group in 1974. The toy line offered detailed, themed playsets that encouraged imaginative play. From knights and pirates to modern city life, Playmobil's versatile figures and accessories allowed children to create and explore countless scenarios.
Tickle Me Elmo (1996)
Tickle Me Elmo became the holiday craze of 1996, causing shopping frenzies across the country. This fuzzy red monster from Sesame Street wasn’t just cute — he giggled, vibrated, and made kids laugh hysterically. Tyco hit gold by combining Elmo’s lovable personality with interactive play, creating one of the most memorable toy fads of all time.
Furbies (1998)
When Furbies first hit shelves, kids (and adults) everywhere were mesmerized by its ability to "learn" English as you played with it (or so the marketing claimed). Created by Tiger Electronics, Furbies were a mix of a pet and a robot, and it quickly became the must-have toy of the late 1990s. Its quirky, blinking eyes and chatter ensured its place in toy history.
In the early 1980s, Mattel sought to capitalize on the growing popularity of action figures, spurred by the success of Star Wars toys. After declining a deal to produce Star Wars figures, Mattel needed their own big hit. The result? He-Man and the Masters of the Universe. With his bulging muscles, iconic Power Sword, and the mystical backdrop of Eternia, He-Man became the embodiment of the early 1980s action figure.
Play-Doh (1956)
What started as a wallpaper cleaner in the 1930s was transformed into every child’s favorite modeling compound in the 1950s. Play-Doh became a creative outlet for kids, with its non-toxic, squishy formula and vibrant colors. With endless possibilities for shapes, Play-Doh has been a staple in playrooms for generations.
Cabbage Patch Kids (1982)
Cabbage Patch Kids weren’t just dolls — they were adoptees. Each came with a unique look, name, and adoption certificate, making kids feel like proud parents. Originally crafted by Xavier Roberts, these dolls caused retail chaos in the 1980s, with parents fighting over them in stores. Their legacy remains strong among collectors.
My Little Pony (1982)
These pastel-colored ponies with flowing manes were magical friends for children around the world. My Little Pony debuted in 1982 and instantly won the hearts of children. Add in a hit TV series and revamped modern iterations, and these ponies continue galloping towards success.
Beanie Babies (1993)
In the 1990s, Ty Warner turned small, bean-filled animals into a cultural phenomenon. With limited runs and “retirements,” Beanie Babies became collectibles overnight, sparking a speculative frenzy. While the bubble eventually burst, the original hype made Beanie Babies a toy legend, with sales surpassing $6 billion.
Fisher-Price Toys (1931)
Fisher-Price started with wooden pull toys in the 1930s, but its real claim to fame was its focus on early childhood development. Durable and educational, Fisher-Price toys, especially the iconic Little People playsets, became staples in households, winning over generations of parents and kids.
Hot Wheels (1968)
Mattel’s Hot Wheels brought car culture to kids in miniature form. The die-cast cars were sleek, stylish, and collectible. With looping tracks and special editions, Hot Wheels has maintained its cool factor for over 50 years.
Nerf (1969)
Hasbro revolutionized indoor play with Nerf, starting with soft foam balls in the late 1960s. The brand truly exploded with its foam dart blasters, bringing friendly battles to living rooms, backyards, and even offices. With constant innovation, including motorized blasters and team-oriented games, Nerf has become a household staple.
Teenage Mutant Ninja Turtles (1988)
Cowabunga, dude! The Teenage Mutant Ninja Turtles leaped from comic books to TV screens and toy aisles, becoming a cultural phenomenon. Playmates Toys capitalized on the pizza-loving, sewer-dwelling heroes with action figures, vehicles, and playsets. Reboots and movies keep the turtles fresh for new generations.
G.I. Joe (1964)
As the first-ever action figure — a boys-themed answer to the popular Barbie line — G.I. Joe defined a genre and opened the door for boys’ toys beyond cars and blocks. Hasbro’s military-themed figure evolved with the times, adding even more iconic smaller figures in the 1980s and a hit animated series. Its legacy continues with collectors and modern adaptations.
Star Wars Toys (1977)
The Force was strong with Kenner when they introduced Star Wars toys in 1977. From the original action figures to lightsabers, vehicles, and LEGO collaborations, Star Wars has been a toy juggernaut. The ongoing films, TV series, and Disney’s stewardship ensure a steady stream of new fans.
Transformers (1984)
Hasbro’s Transformers combined engineering and imagination, with robots that transformed into cars, planes, and more. The franchise, fueled by cartoons, comics, and blockbuster movies, has kept kids and adults hooked for decades.
Barbie (1959)
Barbie has been an icon since her debut in 1959, inspiring kids to dream big with her countless careers and fabulous outfits. From astronaut Barbie to Malibu Barbie, she’s a chameleon who evolves with the times. Mattel’s powerhouse brand has generated over tens of billions in sales, including playsets, movies, and accessories.
LEGO (1961 for the U.S. Market)
Originally launched as wooden toys, the company transitioned to its iconic plastic bricks in 1947. In 1958, the current design of Legos was created, with 1961 being the year the toys were released in the United States. Collaborations with franchises like Star Wars, Harry Potter, and Marvel have kept LEGO relevant and wildly successful.
Pokémon (1996)
Gotta catch ’em all! Pokémon started as a pair of Game Boy games but quickly expanded into trading cards, toys, movies, and more. The Pokémon Company has masterfully created an ecosystem of games, merchandise, and collectibles that appeals to kids and nostalgic adults alike. With over $100 billion in total sales, Pokémon is the undisputed champion of the toy world. It is the hottest collectible in the world today, with TCG cards going for thousands — and sometimes millions.
I'm sure we left out plenty of great toy lines that were hugely successful.
However, remember that many of these have stood the test of time and are still going strong today, while others included on the list were flashes in the pan that made a lot of money in a very short amount of time (huge cultural impacts of their era).
Note: We did leave out one of our favorite collectibles — Funko Pops! Funko Pops! have made billions since 2010, according to researched estimates. However, we're not counting them as a toy line here, as they are not as geared towards playtime as more conventional toy lines.
Check out our growing online store or come out to our Verona, WI location to find plenty of collectible treasures from these toy lines — and so, so, so much more!
Ken Miyamoto is the Toys of Our Lives Content and Collections Manager. He has also worked in the film industry for nearly two decades, most notably as a studio liaison for Sony Studios and then as a script reader and story analyst for Sony Pictures.
He is currently a full-time professional screenwriter with many studio meetings under his belt as a produced screenwriter, meeting with the likes of Sony, Dreamworks, Universal, Disney, Warner Brothers, as well as many production and management companies. He has had a previous development deal with Lionsgate, as well as multiple writing assignments, including the produced miniseries Blackout, starring Anne Heche, Sean Patrick Flanery, Billy Zane, James Brolin, Haylie Duff, Brian Bloom, Eric La Salle, and Bruce Boxleitner, the feature thriller Hunter’s Creed, and many produced Lifetime thrillers. Follow Ken on Instagram @KenMovies76