Toy, Doll & Game Manufacturing in the US - Market Research Report (2014-2029)

Time out: Import competition has devoured nearly all domestic demand

This report covers the scope, size, disposition and growth of the industry including the key sensitivities and success factors. Also included are five year industry forecasts, growth rates and an analysis of the industry key players and their market shares.

The Toy, Doll and Game Manufacturing industry has struggled over the five years to 2023. The COVID-19 pandemic, volatile input costs, and rising wages have pressured profit, but nothing has constricted the industry more than competition from overseas manufacturing. Industry competitors, particularly in China, have taken advantage of lax labor laws and a close proximity to input materials to create similar products at significantly cheaper costs. American toy manufacturers simply can't keep up with the low prices offered by import competition, and renewed trade in the wake of the pandemic has upped imports even further. As it currently stands, imports satisfy virtually all of domestic demand, and US manufacturers have experienced an annualized 2.6% drop in revenue to $1.6 billion over the five years to 2023 as a result.

This industry is composed of companies that manufacture dolls, doll accessories, action figures, toys, games (including electronic), hobby kits and children’s vehicles (except metal bicycles and tricycles).