North America Toys Market Growth Analysis Report - Market Size, Share, Forecast Trends and Outlook (2025-2034)

The North America toys market size reached a value of approximately USD 33.59 Billion in 2024. The market is expected to grow at a CAGR of 3.40% between 2025 and 2034, reaching a value of USD 46.93 Billion by 2034.

Key Trends in the Market

Toys refer to objects that is primarily targeted for use by children of various ages, for entertainment, activity, and educational purposes. Depending upon the age and preferences of children, a variety of different toys are available that aid in passing the time while also improving cognitive skills.

• Technological improvements such as development of app-enabled toys is providing new play experiences to children, aiding the growth of the toys market in North America.
• Rising disposable income and availability of a wide range of toys in countries in North America is bolstering the market. As more toy options become available to parents and sizes of homes become larger, parents are increasing their purchases of toys.
• Increasing demand for environment friendly and sustainable toys is a key trend in the North America toys market, resulting in a surge in toy manufacturers focusing on toys made from recycled materials.

North America Toys Market Segmentation

The report titled “North America Toys Market Report and Forecast 2025-2034 offers a detailed analysis of the market based on the following segments:

Market Breakup by Product

• Action Figures
• Building Sets
• Games and Puzzles
• Dolls
• Sports and Outdoor Toys
• Plush
• Vehicles
• Others

Market Breakup by Age Group

• Up to 5 Years
• Between 5 to 10 Years
• Above 10 Years

Market Breakup by Distribution Channel

• Hypermarkets and Supermarkets
• Departmental Stores
• Online Channels
• Others

Market Breakup by Country

• United States
• Canada

Market Share by Country

United States held a large share of the toy market in North America owing to growing population and rising demand from the consumers. Availability of key manufacturers in United States and presence of a culture to innovate and make creative toys is supporting the growth of the market in the country. Rising disposable income among consumers is allowing them to spend more on entertainment products fuelling the market growth.

Competitive Landscape

The comprehensive report provides an in-depth assessment of the market based on the Porter's five forces model along with giving a SWOT analysis. The report gives a detailed analysis of the following key players in the North America toys market, covering their competitive landscape and latest developments like mergers, acquisitions, investments and expansion plans.

MGA Entertainment Inc.

MGA Entertainment Inc. is a toy company founded in 1979 and based in California in the United States. The company is known for manufacturing entertainment and toy products for children.

Hasbro, Inc.

Hasbro, Inc. was founded in 1923 is based in Rhode Island in the United States. This plastic multinational company manufactures play and entertainment consumer goods such as action figures, and board games.

Mattel Inc.

Mattel Inc. was established in 1945 and has its headquarters in California, United States. This toy company is indulged in designing, manufacturing, marketing, and distributing a variety of toys such as barbie dolls and hot wheels vehicles.

Other market players include LEGO System A/S, Tomy Company, Ltd., Pop Toy Co., Spin Master Ltd., Funko, LLC, Thames & Kosmos, LLC, and NECA/WizKids LLC, among others.