Exclusive: The 2010s' Top 100 Best-Selling Toys
Jan 13, 2020
Diamond Select Toys' Marvel Select Deadpool Action Figure, was the best-selling toy product of the 2010s.
Diamond Select Toys ranked well overall with seven products in the top ten. Other DST entries in the top ten, the Marvel Select Incredible Hulk Action Figure ranked #2, the Marvel Select Juggernaut Action Figure ranked #4, the Marvel Select Red Hulk Action Figure ranked #6, the Marvel Select Thanos Action Figure ranked #7, the Marvel Select Spider-Man Action Figure ranked #9, and the Marvel Gallery Deadpool PVC Figure ranked #10.
DC Collectibles' made the list with the New 52 Justice League Action Figure Seven Piece Box Set ranked at #3 and #5. This set was notable for its charitable contribution, where 10% of the purchase price went to directly to saving lives through the "We Can Be Heroes" giving campaign that helped provide on-the-ground support to help end hunger in Somalia, Ethiopia through donations to Save the Children, International Rescue Committee and Mercy Corps.
Finally, Good Smile made it in the top ten with their iconic Legend of Zelda Skyward Sword Link Figma Action Figure ranking as the #8 best-selling toy of the 2010s.
TOP 100 TOYS
Based on Total Retail Dollar Sales of Products Invoiced from January 2010 to December 2019
| RANK | DESCRIPTION | PRICE | ITEM CODE | VENDOR |
| 1 | MARVEL SELECT DEADPOOL AF | $24.99 | MAR101468 | DIAMOND SELECT TOYS LLC |
| 2 | MARVEL SELECT INCREDIBLE HULK AF | $24.99 | DEC074356 | DIAMOND SELECT TOYS LLC |
| 3 | DC COLLECTIBLES NEW 52 JUSTICE LEAGUE AF 7 PK BOX SET | $99.95 | NOV138235 | DC COLLECTIBLES |
| 4 | MARVEL SELECT JUGGERNAUT AF | $24.99 | JUN101512 | DIAMOND SELECT TOYS LLC |
| 5 | DC COLLECTIBLES NEW 52 JUSTICE LEAGUE 7 PACK AF BOX SET | $99.95 | AUG120308 | DC COLLECTIBLES |
| 6 | MARVEL SELECT RED HULK AF | $24.99 | MAR088262 | DIAMOND SELECT TOYS LLC |
| 7 | MARVEL SELECT THANOS AF | $24.99 | MAY052331 | DIAMOND SELECT TOYS LLC |
| 8 | LOZ SKYWARD SWORD LINK FIGMA AF | $51.00 | JUN132070 | GOOD SMILE COMPANY |
| 9 | MARVEL SELECT SPIDER-MAN AF | $24.99 | JUL091428 | DIAMOND SELECT TOYS LLC |
| 10 | MARVEL GALLERY DEADPOOL PVC FIG | $45.00 | JUN162394 | DIAMOND SELECT TOYS LLC |
| 11 | BATMAN ANIMATED SERIES BATMOBILE | $99.95 | APR150335 | DC COLLECTIBLES |
| 12 | MARVEL SELECT ABOMINATION AF | $24.99 | AUG091437 | DIAMOND SELECT TOYS LLC |
| 13 | DC COLLECTIBLES NEW 52 SUPERMAN AF | $28.00 | OCT120316 | DC COLLECTIBLES |
| 14 | ST TOS BLACK HANDLE PHASER | $40.00 | OCT074330 | DIAMOND SELECT TOYS LLC |
| 15 | DC COLLECTIBLES NEW 52 BATMAN AF | $28.00 | JUL128115 | DC COLLECTIBLES |
| 16 | MARVEL SELECT ANTI-VENOM AF | $24.99 | SEP083651 | DIAMOND SELECT TOYS LLC |
| 17 | MARVEL SELECT WOLVERINE AF | $24.99 | NOV083698 | DIAMOND SELECT TOYS LLC |
| 18 | DC COLLECTIBLES NEW 52 HEROES VS VILLAINS AF 7 PK BOX SET | $99.95 | JUN130321 | DC COLLECTIBLES |
| 19 | LOZ WIND WAKER LINK NENDOROID | $49.99 | MAY142613 | GOOD SMILE COMPANY |
| 20 | GREEN LANTERN 1:1 SCALE POWER BATTERY PROP W RING | $199.95 | FEB130261 | DC COLLECTIBLES |
| 21 | JOKER AND HARLEY QUINN STATUE | $249.95 | AUG140385 | DC COLLECTIBLES |
| 22 | DC COLLECTIBLES BOMBSHELLS JOKER & HARLEY QUINN STATUE | $249.95 | MAY150291 | DC COLLECTIBLES |
| 23 | BATMAN ARKHAM CITY BATMAN VS BANE AF 2 PACK | $59.95 | JUN130320 | DC COLLECTIBLES |
| 24 | POP STAR WARS 6IN RANCOR W/LUKE & SLAVE OOLA PX VIN FIG 3PK | $39.99 | SEP158902 | FUNKO |
| 25 | BATMAN ARKHAM KNIGHT BATMAN AF | $28.00 | SEP140356 | DC COLLECTIBLES |
| 26 | MARVEL SELECT THOR AF | $24.99 | OCT073173 | DIAMOND SELECT TOYS LLC |
| 27 | MARVEL SELECT IRON MAN AF | $24.99 | APR083470 | DIAMOND SELECT TOYS LLC |
| 28 | ARKHAM CITY AF 4 PK HARLEY BATMAN NIGHTWING ROBIN | $59.95 | APR140323 | DC COLLECTIBLES |
| 29 | MARVEL SELECT GAMBIT AF | $24.99 | OCT101482 | DIAMOND SELECT TOYS LLC |
| 30 | MARVEL SELECT CAPTAIN AMERICA AF | $24.99 | MAY083509 | DIAMOND SELECT TOYS LLC |
| 31 | BTTF TIME MACHINE MARK I CAR | $60.00 | APR148369 | DIAMOND SELECT TOYS LLC |
| 32 | SUICIDE SQUAD HARLEY QUINN STATUE | $150.00 | JAN160369 | DC COLLECTIBLES |
| 33 | LOZ MAJORAS MASK 3D LINK NENDOROID | $46.99 | JUL158281 | GOOD SMILE COMPANY |
| 34 | MARVEL GALLERY THOR RAGNAROK HULK PVC FIG | $50.00 | AUG172642 | DIAMOND SELECT TOYS LLC |
| 35 | ARKHAM ASYLUM JOKER HARLEY BATMAN SCARECROW AF 4 PK | $59.95 | MAR140312 | DC COLLECTIBLES |
| 36 | DC COLLECTIBLES BOMBSHELLS STATUE HOLIDAY HARLEY QUINN | $124.95 | JUL140302 | DC COLLECTIBLES |
| 37 | MARVEL SELECT COLOSSUS AF | $24.99 | JUL111768 | DIAMOND SELECT TOYS LLC |
| 38 | BATMAN ANIMATED SERIES BATWING | $175.00 | APR160436 | DC COLLECTIBLES |
| 39 | ST TOS TRICORDER | $60.00 | MAY084717 | DIAMOND SELECT TOYS LLC |
| 40 | ST TOS USS ENTERPRISE NCC-1701 SHIP | $65.00 | SEP088080 | DIAMOND SELECT TOYS LLC |
| 41 | MARVEL SELECT CARNAGE AF | $24.99 | NOV142179 | DIAMOND SELECT TOYS LLC |
| 42 | ST TOS COMMUNICATOR | $40.00 | OCT074331 | DIAMOND SELECT TOYS LLC |
| 43 | MARVEL SELECT THING AF | $24.99 | SEP091336 | DIAMOND SELECT TOYS LLC |
| 44 | BATMAN ARKHAM KNIGHT PLAY ARTS KAI HARLEY QUINN | $99.99 | MAR158227 | SQUARE ENIX INC |
| 45 | MARVEL SELECT MAGNETO AF | $24.99 | APR101444 | DIAMOND SELECT TOYS LLC |
| 46 | BATMAN V SUPERMAN DOJ SUPERMAN STATUE | $150.00 | AUG150304 | DC COLLECTIBLES |
| 47 | DC COLLECTIBLES NEW 52 WONDER WOMAN AF | $28.00 | AUG120306 | DC COLLECTIBLES |
| 48 | BATMAN ANIMATED NBA BATMAN AF | $28.00 | JUN140313 | DC COLLECTIBLES |
| 49 | BTTF TIME MACHINE MARK I CAR | $60.00 | MAR094739 | DIAMOND SELECT TOYS LLC |
| 50 | POP DC HEROES BATMAN WHO LAUGHS PX VINYL FIGURE | $11.99 | JUN188595 | FUNKO |
| 51 | SCRIBBLENAUTS UNMASKED BMB MINI FIGURES SER 1 | $118.00 | SEP130331 | DC COLLECTIBLES |
| 52 | DBZ THE SON GOKU 10IN PVC FIG (NET) | $58.50 | APR158752 | BANDAI AMERICA |
| 53 | BATMAN V SUPERMAN DOJ BATMAN STATUE | $150.00 | AUG150303 | DC COLLECTIBLES |
| 54 | STAR WARS R2-D2 FIGURE BANK | $29.99 | SEP091322 | DIAMOND SELECT TOYS LLC |
| 55 | BATMAN ARKHAM KNIGHT HARLEY QUINN AF | $28.00 | SEP140357 | DC COLLECTIBLES |
| 56 | FLASH TV ACTION FIGURE | $28.00 | OCT140413 | DC COLLECTIBLES |
| 57 | SCRIBBLENAUTS UNMASKED BMB MINI FIGURES SER 2 | $118.00 | OCT130312 | DC COLLECTIBLES |
| 58 | MARVEL X TOKIDOKI FRENZIES 30PC BMB DS | $178.50 | APR111735 | TOKIDOKI LLC |
| 59 | MARVEL SELECT VENOM AF | $24.99 | AUG121762 | DIAMOND SELECT TOYS LLC |
| 60 | DC COLLECTIBLES DESIGNER SER 1 CAPULLO BATMAN AF | $28.00 | NOV130284 | DC COLLECTIBLES |
| 61 | BATMAN BLACK & WHITE HARLEY QUINN 2ND ED STATUE | $79.95 | MAR140302 | DC COLLECTIBLES |
| 62 | MARVEL GALLERY HULK PVC FIG | $45.00 | AUG162570 | DIAMOND SELECT TOYS LLC |
| 63 | HALO MJOLNIR MARK V & MARK VI DX ARTFX+ STATUE 2PK | $139.99 | MAY152430 | KOTO INC. |
| 64 | BATMAN ARKHAM ORIGINS SER 1 BATMAN AF | $24.95 | JUN130307 | DC COLLECTIBLES |
| 65 | METROID OTHER M SAMUS ARAN FIGMA AF | $54.99 | JUN132073 | GOOD SMILE COMPANY |
| 66 | CHIBI TAMAGOTCHI 8PC DISPLAY (NET) | $83.92 | MAR178821 | BANDAI AMERICA |
| 67 | DC COLLECTIBLES NEW 52 DARKSEID DELUXE AF | $89.95 | AUG120307 | DC COLLECTIBLES |
| 68 | MARVEL SELECT ULTIMATE HULK ACTION FIGURE | $24.99 | MAR031852 | DIAMOND SELECT TOYS LLC |
| 69 | DC REBIRTH JUSTICE LEAGUE ACTION FIGURE 7 PACK | $100.00 | AUG160372 | DC COLLECTIBLES |
| 70 | WOLVERINE LEGENDS PX 6IN AF 8PC ASST | $183.92 | MAR138356 | HASBRO TOY GROUP |
| 71 | MARVEL GALLERY AVENGERS 3 THANOS PVC FIGURE | $45.00 | APR182161 | DIAMOND SELECT TOYS LLC |
| 72 | GOTG ELECTRONIC DANCING BABY GROOT 8PC DISP (NET) | $109.20 | SEP148110 | KIDDESIGNS INC. |
| 73 | BATMAN V SUPERMAN DOJ ARMORED BATMAN STATUE | $150.00 | SEP150334 | DC COLLECTIBLES |
| 74 | BATMAN ARKHAM ASYLUM SER 1 BALANCED CASE ASST (NET) | $125.00 | JUN100288 | DC COLLECTIBLES |
| 75 | BATMAN ARKHAM CITY SER 1 MASTER CASE ASST (NET) | $135.00 | OCT110307 | DC COLLECTIBLES |
| 76 | GHOSTBUSTERS STAY PUFT MARSHMALLOW MAN BANK | $22.99 | MAR094736 | DIAMOND SELECT TOYS LLC |
| 77 | BATMAN ARKHAM ORIGINS ACTION FIGURE 4 PACK | $59.95 | JUL140295 | DC COLLECTIBLES |
| 78 | STAR TREK ENTERPRISE B SHIP | $60.00 | AUG121760 | DIAMOND SELECT TOYS LLC |
| 79 | BATMAN ARKHAM KNIGHT ARKHAM KNIGHT AF | $28.00 | SEP140355 | DC COLLECTIBLES |
| 80 | BATMAN ANIMATED SERIES BATMAN AF | $28.00 | JUN150336 | DC COLLECTIBLES |
| 81 | MARVEL GALLERY SPIDER-MAN PVC FIG | $45.00 | SEP162538 | DIAMOND SELECT TOYS LLC |
| 82 | BATMAN THE ANIMATED SERIES DELUXE BATMOBILE | $175.00 | FEB160290 | DC COLLECTIBLES |
| 83 | DC COLLECTIBLES DESIGNER SER 2 CAPULLO DLX BATMAN THRASHER AF | $39.95 | MAY140428 | DC COLLECTIBLES |
| 84 | MARVEL GALLERY SPIDER-GWEN PVC FIG | $45.00 | MAR162236 | DIAMOND SELECT TOYS LLC |
| 85 | DC COLLECTIBLES SUPER VILLAINS JOKER AF | $24.95 | MAY130285 | DC COLLECTIBLES |
| 86 | BATMAN ARKHAM ASYLUM HARLEY QUINN STATUE | $124.95 | FEB140310 | DC COLLECTIBLES |
| 87 | MARVEL NOW DEADPOOL ARTFX+ STATUE | $59.99 | SEP142328 | KOTO INC. |
| 88 | DC COLLECTIBLES NEW 52 FLASH AF | $28.00 | MAY120340 | DC COLLECTIBLES |
| 89 | MARVEL GALLERY AVENGERS 3 THOR PVC FIGURE | $45.00 | APR182164 | DIAMOND SELECT TOYS LLC |
| 90 | DC DESIGNER SER BATMAN BY ANDY KUBERT STATUE | $150.00 | DEC150384 | DC COLLECTIBLES |
| 91 | BATMAN ANIMATED SERIES JOKER AF | $28.00 | JUL140292 | DC COLLECTIBLES |
| 92 | MARVEL GALLERY AVENGERS 3 IRON SPIDER-MAN PVC FIGURE | $45.00 | JUN182325 | DIAMOND SELECT TOYS LLC |
| 93 | DC COLLECTIBLES NEW 52 AF 3 PK BATMAN WONDER WOMAN SUPERMAN | $49.95 | MAY130271 | DC COLLECTIBLES |
| 94 | LOST IN SPACE B9 ELECTRONIC ROBOT | $49.99 | AUG142281 | DIAMOND SELECT TOYS LLC |
| 95 | POP MARVEL HEROES THANOS SNAP 6IN PX DELUXE VINYL FIGURE | $28.99 | MAY198251 | FUNKO |
| 96 | GAME OF THRONES IRON THRONE MINI REPLICA | $59.99 | OCT120079 | DARK HORSE COMICS |
| 97 | DRAGONBALL SUPER DRAGON STARS AF ASST B (NET) | $84.00 | DEC168933 | BANDAI AMERICA |
| 98 | DRAGONBALL SUPER DRAGON STARS AF ASST A (Net) | $84.00 | DEC168377 | BANDAI AMERICA |
| 99 | MARVEL GALLERY LADY DEADPOOL PVC FIG | $45.00 | FEB162462 | DIAMOND SELECT TOYS LLC |
| 100 | SUICIDE SQUAD THE JOKER STATUE | $150.00 | JAN160371 | DC COLLECTIBLES |
This information may not be reproduced in any format without the express permission of Diamond Comic Distributors.
How does Diamond calculate the charts? It all starts at the comic book shop.
Data for Diamond’s sales charts — which includes the monthly market shares and all top product charts — are compiled by Diamond Comic Distributors from sales made to thousands of comic book specialty shops located in North America and around the world. Additional sales made to online merchants and other specialty stores may be included as well.
Unit and dollar market shares are calculated based upon orders for comic books, graphic novels, and magazines invoiced and shipped to Diamond customers during any given month, which comprises pre-orders, advance reorders, and reorders, minus any copies that are distributed free of cost.
