In the Toy Aisles: Entertainment-Related Product Gains Shelf Space

Research evidence excerpt

In the Toy Aisles: Entertainment-Related Product Gains Shelf Space

USA | Toys EquityMayResearch17, 2026

Mandalorian End Cap Masters of theIn the Toy Aisles: Entertainment-Related Product

at WMT Universe End Cap at

TGTGains Shelf Space

Store checks point to healthy toy inventory with minimal promotions,

suggesting disciplined retailer buying and solid sell-through. Licensed product

is gaining shelf presence, with Mandalorian broad-based across categories and

early Toy Story 5 seeding underway. MOTU shelf space and WWE out-of-stocks

signal continued demand, while MTG and M&D appear stable in mass.

.

Source: Jefferies

Retail Inventory Appears Healthy. Across the stores we visited, toy aisles appeared well-stocked Source: Jefferies

with minimal signs of excess inventory or clearance activity. Shelf sets looked intentional and

current, suggesting retailers are managing inventory tightly heading into the key sell-through

periods.

Almost No Promos. We observed very limited promotional signage or markdown activity in the toy

aisles. The lack of promotions suggests retailers are comfortable with inventory levels and sell-

through rates.

Key Brand Specific Observations

Mandalorian Movie Merch Hits Stores. Mandalorian-branded product was broad-based at WMT,

spanning action figures, plush, and a variety of household items. The wide assortment suggests

retailers are leaning into the franchise across multiple categories, not just core toys. Mandalorian

toys (primarily HAS) were also front and center at TGT.

Toy Story 5 Product Emerges on Shelf. Early Toy Story 5 (primarily MAT) items are starting to show

up in aisle resets, signaling retailers are beginning to seed the property ahead of broader marketing

ramp.