The United States toys market size is expected to reach around US$ 42.93 billion by 2033. This will be up from US$ 29.23 billion in 2024. The market will grow at a compound annual growth rate (CAGR) of 4.40% from 2025 to 2033. Increased demand for new and interactive toys, as well as an emphasis on educational toys for children, fuels the growth in the market.
In the United States, toys are immensely popular as they are a cornerstone of childhood experiences and family bonding. The U.S. toy market is one of the largest globally, with consumers driving demand for innovative, safe, and educational products. The popularity of toys is fueled by cultural events like Christmas, birthdays, and other holidays where gifting is everyday. Licensing encompasses the entertainment franchises Disney, Marvel, and Star Wars; these have major sales impacts for action figures and collectibles. Additionally, a growing number of STEM (science, technology, engineering, and mathematics) toys indicates that the interest in play as learning has increased. To date, toys are a core and ever-changing part of American culture. By 2024, there are expected to be approximately 74.6 million children in the United States. The Congressional Budget Office (CBO) projects that the US population will increase from 342 million in 2024 to 383 million in 2054.
United States Toys Market Outlooks
A toy is a plaything; it is used for entertainment or education. Often, toys are made for kids, but every age group finds a way to enjoy them. Toys include everything from the classics, such as dolls, action figures, and puzzles, to the more tech-savvy toys, such as drones and augmented reality items. Toys contribute significantly to children's development through creativity, thinking, and socialization.In the United States, toys are immensely popular as they are a cornerstone of childhood experiences and family bonding. The U.S. toy market is one of the largest globally, with consumers driving demand for innovative, safe, and educational products. The popularity of toys is fueled by cultural events like Christmas, birthdays, and other holidays where gifting is everyday. Licensing encompasses the entertainment franchises Disney, Marvel, and Star Wars; these have major sales impacts for action figures and collectibles. Additionally, a growing number of STEM (science, technology, engineering, and mathematics) toys indicates that the interest in play as learning has increased. To date, toys are a core and ever-changing part of American culture. By 2024, there are expected to be approximately 74.6 million children in the United States. The Congressional Budget Office (CBO) projects that the US population will increase from 342 million in 2024 to 383 million in 2054.
Growth Drivers in the United States Toys Market
Increasing Focus on STEM Education
As educational toys continue to gain popularity, there is a growing emphasis on STEM (Science, Technology, Engineering, and Mathematics) toys. These products are designed to encourage creativity, critical thinking, and problem-solving skills among children. Parents are spending on toys that not only entertain but also offer learning experiences due to the rising demand for educational tools. Growth in the U.S. toy market is promoted by the development of STEM toys, which not only help children develop their minds but also equip them with knowledge that can prepare them for their future careers in technology and science. October 2023 sees the OpenEnded product range marked by Toycra as its milestone in educative toys designed to heighten excitement and stimulate skill development among every child.Expansion of Digital-Interactive Toys
The latest achievements in technology were reflected in various digital and interactive toys like the smart toys or robotic kits which combined the time-honoured play with present-day digital appeal, hence proving to be fascinating for the youngsters. The integration of augmented reality (AR), artificial intelligence (AI), and interactive features into toys has significantly boosted market growth. As children become more tech-savvy, parents increasingly seek out toys that provide a blend of entertainment and educational value, driving the demand for tech-integrated toys in the U.S. market. October 2024 saw the release of an educational toy line from Ms. Rachel that focused on sensory toys like plush farms, puzzles, and tummy time mats, where engaging experiences could contribute to cognitive and motor skill development.Growing Collectible and Franchise-Based Toys
Franchise-based and collectible toys that are connected with popular movies, TV shows, and video games have a good hold in the U.S. toy market. The market will always remain valid with the products since children and collectors alike have always been attracted to action figures, dolls, and accessories that inspire their interest in Marvel, Star Wars, and Disney franchises. Demand for intellectual property (IP)-based toys will ensure these products continue to grow as relevant market shares. Moreover, collectible toys trigger repeated purchase because children and collectors keep searching to complete their collections, further increasing market size. March 2023, The firm signed a deal with PlayMonster to add more Playskool variants to its portfolio in 2024. Playskool is the education toy line owned by Hasbro.Issues within the U.S. Toys Industry
Supply Chain and Production Problems
There are issues of supply chain disruptions within the U.S. market for toys, mainly during peak demand seasons like holidays. Most of the toys are made overseas. A shortage in raw materials, delays in shipping, and lack of labor will create stockouts and higher prices. Retailers find it difficult to keep up with demand. Parents may also have a problem getting popular toys for their children. To alleviate such problems, manufacturers of toys are looking for more localized production and diversified supply chains, though such efforts are still in the developmental stages.Greater Regulatory Oversight and Safety Issues
The toy-making industry in the United States faces strict safety measures to ensure its products are child-friendly. Among these are safety measures against choking, non-toxic materials, and age-appealing designs. However, the complexity of safety standards as well as changes in them is a challenge to toy companies, especially small companies. Moreover, safety issues relating to product recall and potential risks can harm brands, leading to loss of customer confidence and declining sales.United States Action Figures & Accessories Market
The U.S. action figures and accessories market is one of the key components of the larger toy industry, powered by consumer demand for character-driven toys related to popular franchises. From Marvel and DC superheroes, Star Wars and Transformers, kids and adult collectors are on a quest for the action figures that bring the story to life in their imagination. These toys are often accompanied by accessories, such as vehicles, playsets, and weapons, enhancing the play experience. The growth of franchises and licensed products, along with the rise of collector-driven demand, ensures the continued expansion of this niche market.United States Dolls Market
The U.S. dolls market remains a prominent segment in the toy industry, fueled by the long-standing popularity of dolls as a staple toy for children. Dolls of all the types, from a fashion doll like Barbie to baby dolls and action figures continue entertaining young minds. Recently, there has emerged a persistent trend toward exclusively focusing on diverse and inclusive dolls, reflecting more ethnicities, body types, and disabilities in general. This attains the social representation aspect in the toys, empowering children with this ability to embrace diversity, which is driving the market further.United States Games/Puzzles Market
The games and puzzles market in the United States has seen steady growth, as these products are favored by families for interactive play. Board games, card games, and jigsaw puzzles are popular options that provide both entertainment and cognitive development. The interest for strategy-based games and competitive activities increases, but families find themselves shifting towards it in order to have some family socialization with less screen exposure and still a form of play. Also, with the advancement to buying online games, there are now so many more selections for these toys to reach larger demographics.E-commerce Toy Market of United States
The e-commerce toy market in the United States has grown rapidly in recent years. This has been due to online shopping and its convenience, besides having a huge collection of products under one platform. Retailers like Amazon, Walmart, and small toy stores are using digital platforms to target customers. Many parents prefer shopping online because of the convenience of being able to compare prices and check reviews. In addition, targeted marketing and promotions-holiday savvy, to be specific-enhance consumer spending on toys and expand the market's digital footprint. Sept 2024. Macy's and Toys"R"Us® are kicking off the holiday season with Geoffrey's Hot Toy List for 2024, featuring 150 must-have toys for all ages from brands like Barbie®, Hot Wheels, Pokémon, LEGO®, and Bluey. Top amongst those are the specialty exclusive Geoffrey with a Christmas Tree FUNKO and popular Toys"R"Us brands like Fast Lane and You & Me. One other specialist toy from top brands such as Transformers and Teenage Mutant Ninja Turtles is also available exclusively only at Toys"R"Us in Macy's across the United States.Specialty Toys Store in the United
Specialty toys in the United States focuses on individualistic, high-quality, or even education-based products that have become a niche of the broader toy industry. Some of the examples of specialty toys include handcrafted toys, eco-friendly toys, and toys that are made to stress on educational activities involving STEM or creativity. These products are available within boutique stores or online platforms targeting parents seeking non-mainstream options. This market is experiencing growth in specialty toys, as increasingly discerning consumers who care more about quality rather than mass production seek developmental toys that can either encourage imaginative play or teach a specific skill. September 2023, Melissa & Doug opened its first physical store at The Westchester mall in White Plains, New York. In a space measuring about 1,600 square feet, they select the company's best-sellings-from their learning toys and puzzles, their arts and crafts.United States Toys Market Segments
By Toys Segmentation - Market is broken up into 11 viewpoints:
- Action Figures & Accessories
- Arts & Crafts
- Building Sets
- Dolls
- Explorative & Others Toys
- Games/Puzzles
- Infant/Toddler/Preschool Toys
- Outdoor & Sports Toys
- Plush
- Vehicles
- Youth Electronics
By Sales Channel - Market is broken up into 5 viewpoints:
- E-commerce
- Specialty
- Discounters
- Department Stores
- Others
All companies have been covered from 3 viewpoints:
Company Analysis: Overview, Recent Development, Revenue
- Mattel Inc.
- Hasbro Inc.
- LEGO
- Spin Master Corp.
- Vtech
- Nintendo Company Ltd.
- Funko Inc.
- JAKKS Pacific
Table of Contents
1. Introduction2. Research & Methodology3. Executive Summary5. United States Toys Market9. Import and Trade Regulations in United States
4. Market Dynamics
6. Market Share Analysis
7. Toys Segmentations
8. Sales Channel
10. Porter’s Five Forces Analysis
11. SWOT Analysis
12. Company Analysis
Companies Mentioned
- Mattel Inc.
- Hasbro Inc.
- LEGO
- Spin Master Corp.
- Vtech
- Nintendo Company Ltd.
- Funko Inc.
- JAKKS Pacific
Methodology
In this report, for analyzing the future trends for the studied market during the forecast period, the publisher has incorporated rigorous statistical and econometric methods, further scrutinized by secondary, primary sources and by in-house experts, supported through their extensive data intelligence repository. The market is studied holistically from both demand and supply-side perspectives. This is carried out to analyze both end-user and producer behavior patterns, in the review period, which affects price, demand and consumption trends. As the study demands to analyze the long-term nature of the market, the identification of factors influencing the market is based on the fundamentality of the study market.
Through secondary and primary researches, which largely include interviews with industry participants, reliable statistics, and regional intelligence, are identified and are transformed to quantitative data through data extraction, and further applied for inferential purposes. The publisher's in-house industry experts play an instrumental role in designing analytic tools and models, tailored to the requirements of a particular industry segment. These analytical tools and models sanitize the data & statistics and enhance the accuracy of their recommendations and advice.
Primary Research
The primary purpose of this phase is to extract qualitative information regarding the market from the key industry leaders. The primary research efforts include reaching out to participants through mail, tele-conversations, referrals, professional networks, and face-to-face interactions. The publisher also established professional corporate relations with various companies that allow us greater flexibility for reaching out to industry participants and commentators for interviews and discussions, fulfilling the following functions:
- Validates and improves the data quality and strengthens research proceeds
- Further develop the analyst team’s market understanding and expertise
- Supplies authentic information about market size, share, growth, and forecast
The researcher's primary research interview and discussion panels are typically composed of the most experienced industry members. These participants include, however, are not limited to:
- Chief executives and VPs of leading corporations specific to the industry
- Product and sales managers or country heads; channel partners and top level distributors; banking, investment, and valuation experts
- Key opinion leaders (KOLs)
Secondary Research
The publisher refers to a broad array of industry sources for their secondary research, which typically includes, however, is not limited to:
- Company SEC filings, annual reports, company websites, broker & financial reports, and investor presentations for competitive scenario and shape of the industry
- Patent and regulatory databases for understanding of technical & legal developments
- Scientific and technical writings for product information and related preemptions
- Regional government and statistical databases for macro analysis
- Authentic new articles, webcasts, and other related releases for market evaluation
- Internal and external proprietary databases, key market indicators, and relevant press releases for market estimates and forecasts
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Table Information
| Report Attribute | Details |
|---|---|
| No. of Pages | 200 |
| Published | March 2025 |
| Forecast Period | 2024 - 2033 |
| Estimated Market Value ( USD | $ 29.23 Billion |
| Forecasted Market Value ( USD | $ 42.93 Billion |
| Compound Annual Growth Rate | 4.4% |
| Regions Covered | United States |
| No. of Companies Mentioned | 8 |
