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United States Toys Market, Size, Forecast 2024-2030, Industry Trends, Share, Growth, Insight, Impact of Inflation, Company Analysis

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  • 110 Pages
  • November 2023
  • Region: United States
  • Renub Research
  • ID: 5562687

United States Toys Market is expected to grow to approximately US$ 46.19 Billion by 2030. Toys hold top-notch value within the United States, supplying a wealth of advantages to both children and adults. These gadgets spark creativity, nurture problem-solving talents, and raise cognitive development in youngsters. Educational toys excite learning, while physical playthings provide motor talents and physical well-being. They additionally play a great role in fostering social improvement by encouraging interactions and teamwork. Moreover, toys offer solace, pleasure, and possibilities for emotional growth. The U.S. toy market contributes to the financial system, generating employment and revenue.

Furthermore, toys function as an illustration of solidarity, reinforcing familial connections and forming enduring reminiscences, establishing them as a pivotal component of the American way of life. The transformation of toys in the United States mirrors adjustments in society, technology, and culture. Originating from handmade wood toys, they've advanced into technology-driven marvels and educational STEM kits inspired by famous media and environmental focus. Toys keep evolving, staying in sync with the evolving alternatives of American customers.

It is projected that between 2023 and 2030, the United States toy market will grow at a compound annual growth rate (CAGR) of 6.05%.

The toys market within the United States has witnessed significant growth because of the converting purchaser preferences, which now prefer academic and interactive toys. Parents and guardians are steadily looking for toys that no longer only provide enjoyment but additionally make contributions to learning and talent improvement. This shift has caused the developing popularity of STEM (Science, Technology, Engineering, and Mathematics) toys, which help kids accumulate crucial skills in an interesting and fun manner. Furthermore, there has been amazing growth in the demand of toys that aid social and emotional improvement as parents increasingly understand the importance of instilling traits, including empathy, effective communication, and resilience in their younger ones.

Furthermore, the toy market's sizeable growth is extensively pushed by licensed toys closely related to famous media. A latest NPD Group study mentioned a big increase, with licensed toys comprising 20% of US toy income in 2023, compared to 10% a decade before, often resonating with children aged 6 to 12. Their attraction is anchored in emotional ties to beloved characters, mighty marketing, and a dedication to high quality. This trend is poised to endure because of the long-lasting impact of media and sustained investments by toy organizations. Prominent examples of licensed toys companies encompass Star Wars, Disney Princess, Marvel superheroes, Pokémon, Minecraft, Harry Potter, Barbie, Hot Wheels, and LEGO, all of which uphold their attraction by individual engagement, marketing prowess, and quality practices.

Likewise, the non-stop inflow of modern products in the U.S. toy market benefits each client and the enterprise. This innovation gives customers a much wider array of choices, allowing them to find toys that align with their kid's pursuits and developmental wishes. Simultaneously, it injects freshness and pleasure into the U.S. toy market, ensuring its power. Notably, growing smart toys that could connect to the internet and engage with children on more customized stage exemplifies this innovation. Examples embody interactive storybooks and educational video games. Subscription toys, delivered frequently to kids, are another side of this evolution, encompassing offerings like toy packing containers and artwork supply kits. The U.S. Toy market is poised for persisted growth and transformation, with new and inventive toys usually coming onto the scene. The online toy market is predicted to make bigger, and social media will stay instrumental in promoting new products, generating interest, and riding earnings within the market.

The e-commerce growth has also transformed the toy market in USA, offering comfort, variety, and competitive pricing. Traditional toy shops have adapted via increasing their online presence. Social media has come to be a powerful advertising and marketing tools, with enthusiasts and influencers driving sales. This synergy of e-trade and social media has reshaped toy buying and marketing, spurring boom. Meanwhile, a robust U.S. Financial system and extended disposable income have fueled uniqueness of specialty toy shop fulfillment, presenting curated choices and customized reviews. Ongoing market player innovation, providing high-tech and ecofriendly toys, sustains market vibrancy, making persistent increase. As a result, the United States toy market is valued at US$ 30.61 Billion in 2023.

Games and puzzles are experiencing tremendous growth in the United States toys market.

By toy segmentation, the US toys market is split into Action Figures and Accessories, Arts and crafts, Building Sets, Dolls, Explorative and different Toys, Games/Puzzles, Infant/Toddler/Preschool Toys, Outdoor and Sports Toys, Plush, Vehicles, and Youth Electronics. Games and puzzles are experiencing massive growth within the United States toys market because of prolonged reputation of their educational and developmental advantages. Parents apprehend their ability to enhance cognitive, social-emotional, and outstanding motor abilities in kids, promoting problem-solving, critical thinking, and teamwork competencies. These activities have moreover gained popularity among adults as a source of rest and stress treatment, fostering mindfulness and a sense of achievement. Constant market innovation with product like 3-D puzzles, escape room puzzles, and digital variations keeps the market fresh and interesting. The improving US financial system and growing disposable income further enhance spending on toys and video games. Traits like social media and expanded e-commerce platforms expend their reach and accessibility, making games and puzzle a thriving marketplace segment.

The United States toy market is dominated by specialty sales channels, which place a strong emphasis on target markets within the toy sector.

By sales channel, the United States toys market is fragmented into E-commerce, Specialty, Discounters, Department Stores, and Others. Specialty sales channels, with a keen cognizance of niche markets in the toy market, dominate the United States toy market. They excel by curating specialized selections, presenting personalized shopping products with expert guidance, and proposing particular, different merchandise from impartial toymakers. Competitive pricing, stemming from decreased overheads and dealer negotiations, enhances their allure. Convenient locations in high-visitor regions ensure ease for parents, and the surge in demand for educational toys, besides the convenience of online purchasing, further solidifies their position. These channels adapt to evolving tendencies, retaining their stronghold in the market while meeting the various wishes of toy enthusiasts and households.

Key Players.

Companies like Mattel Inc., Hasbro Inc., Lego, Spin Mater Corp., Vtech, Manhattan Associates, Funko, and JAKKS Pacific dominate the United States toy market.

This report titled “United States Toy Market Forecast by Toys Segmentation (Action Figures and accessories, Arts and crafts, Building Sets, Dolls, Explorative and other Toys, Games/Puzzles, Infant/Toddler/Preschool Toys, Outdoor and Sports Toys, Plush, Vehicles, and Youth Electronics), Sales Channel (E-commerce, Specialty, Discounters, Department Stores, and Others), Companies (Mattel Inc., Hasbro Inc., Lego, Spin Mater Corp., Vtech, Manhattan Associates, Funko, and JAKKS Pacific)” provides a detailed and comprehensive insight of the U.S. Toys Market.

Toys Segmentation - United States Toy Market breakup from 11 viewpoints:

1. Action Figures and accessories
2. Arts and crafts
3. Building Sets
4. Dolls
5. Explorative and other Toys
6. Games/Puzzles
7. Infant/Toddler/Preschool Toys
8. Outdoor and Sports Toys
9. Plush
10. Vehicles
11. Youth Electronics

Sales Channel - United States Toys Market breakup from 5 viewpoints:

1. E-commerce
2. Specialty
3. Discounters
4. Department Stores
5. Others

All companies have been covered from 3 viewpoints:

  • Overview
  • Recent Development
  • Revenue

Company Analysis:

1. Mattel Inc.
2. Hasbro Inc.
3. Lego
4. Spin Mater Corp.
5. Vtech
6. Manhattan Associates
7. Funko
8. JAKKS Pacific

Table of Contents

1. Introduction2. Research & Methodology3. Executive Summary
4. Market Dynamics
4.1 Growth Drivers
4.2 Challenges
5. United States Toys Market
6. Market Share - United States Toys Market
6.1 By Toys Segmentations
6.2 By Sales Channel
7. Toys Segmentations - United States Toys Market
7.1 Action Figures & Accessories
7.2 Arts & Crafts
7.3 Building Sets
7.4 Dolls
7.5 Explorative & Others Toys
7.6 Games/Puzzles
7.7 Infant/Toddler/Preschool Toys
7.8 Outdoor & Sports Toys
7.9 Plush
7.10 Vehicles
7.11 Youth Electronics
8. Sales Channel - United States Toys Market
8.1 E-commerce
8.2 Specialty
8.3 Discounters
8.4 Department Stores
8.5 Others
9. Import and Trade Regulations in United States
10. Porter's Five Forces Analysis - United States Toys Market
10.1 Bargaining Power of Buyers
10.2 Bargaining Power of Suppliers
10.3 Degree of Rivalry
10.4 Threat of New Entrants
10.5 Threat of Substitutes
11. SWOT Analysis - United States Toys Market
11.1 Strength
11.2 Weakness
11.3 Opportunity
11.4 Threat
12. Company Analysis
12.1 Mattel Inc.
12.1.1 Overview
12.1.2 Recent Development
12.1.3 Revenue
12.2 Hasbro Inc.
12.2.1 Overview
12.2.2 Recent Development
12.2.3 Revenue
12.3 LEGO
12.3.1 Overview
12.3.2 Recent Development
12.3.3 Revenue
12.4 Spin Master Corp.
12.4.1 Overview
12.4.2 Recent Development
12.4.3 Revenue
12.5 Vtech
12.5.1 Overview
12.5.2 Recent Development
12.5.3 Revenue
12.6 Manhattan Associates
12.6.1 Overview
12.6.2 Recent Development
12.6.3 Revenu
12.7 Funko Inc.
12.7.1 Overview
12.7.2 Recent Development
12.7.3 Revenue
12.8 JAKKS Pacific
12.8.1 Overview
12.8.2 Recent Development
12.8.3 Revenue
List of Figures
Figure-01: United States - Toys Market (Billion US$), 2018 - 2023
Figure-02: United States - Forecast for Toys Market (Billion US$), 2024 - 2030
Figure-03: Toys Segmentation - Action Figures & Accessories Market (Million US$), 2018 - 2023
Figure-04: Toys Segmentation - Forecast for Action Figures & Accessories Market (Million US$), 2024 - 2030
Figure-05: Toys Segmentation - Arts & Crafts Market (Million US$), 2018 - 2023
Figure-06: Toys Segmentation - Forecast for Arts & Crafts Market (Million US$), 2024 - 2030
Figure-07: Toys Segmentation - Building Sets Market (Million US$), 2018 - 2023
Figure-08: Toys Segmentation - Forecast for Building Sets Market (Million US$), 2024 - 2030
Figure-09: Toys Segmentation - Dolls Market (Million US$), 2018 - 2023
Figure-10: Toys Segmentation - Forecast for Dolls Market (Million US$), 2024 - 2030
Figure-11: Toys Segmentation - Explorative & Others Toys Market (Million US$), 2018 - 2023
Figure-12: Toys Segmentation - Forecast for Explorative & Others Toys Market (Million US$), 2024 - 2030
Figure-13: Toys Segmentation - Games/Puzzles Market (Million US$), 2018 - 2023
Figure-14: Toys Segmentation - Forecast for Games/Puzzles Market (Million US$), 2024 - 2030
Figure-15: Toys Segmentation - Infant/Toddler/Preschool Toys Market (Million US$), 2018 - 2023
Figure-16: Toys Segmentation - Forecast for Infant/Toddler/Preschool Toys Market (Million US$), 2024 - 2030
Figure-17: Toys Segmentation - Outdoor & Sports Toys Market (Million US$), 2018 - 2023
Figure-18: Toys Segmentation - Forecast for Outdoor & Sports Toys Market (Million US$), 2024 - 2030
Figure-19: Toys Segmentation - Plush Market (Million US$), 2018 - 2023
Figure-20: Toys Segmentation - Forecast for Plush Market (Million US$), 2024 - 2030
Figure-21: Toys Segmentation - Vehicles Market (Million US$), 2018 - 2023
Figure-22: Toys Segmentation - Forecast for Vehicles Market (Million US$), 2024 - 2030
Figure-23: Toys Segmentation - Youth Electronics Market (Million US$), 2018 - 2023
Figure-24: Toys Segmentation - Forecast for Youth Electronics Market (Million US$), 2024 - 2030
Figure-25: Sales Channel - E-commerce Market (Million US$), 2018 - 2023
Figure-26: Sales Channel - Forecast for E-commerce Market (Million US$), 2024 - 2030
Figure-27: Sales Channel - Specialty Market (Million US$), 2018 - 2023
Figure-28: Sales Channel - Forecast for Specialty Market (Million US$), 2024 - 2030
Figure-29: Sales Channel - Discounters Market (Million US$), 2018 - 2023
Figure-30: Sales Channel - Forecast for Discounters Market (Million US$), 2024 - 2030
Figure-31: Sales Channel - Department Stores Market (Million US$), 2018 - 2023
Figure-32: Sales Channel - Forecast for Department Stores Market (Million US$), 2024 - 2030
Figure-33: Sales Channel - Others Market (Million US$), 2018 - 2023
Figure-34: Sales Channel - Forecast for Others Market (Million US$), 2024 - 2030
Figure-35: Mattel Inc. - Global Revenue Market (Million US$), 2018 - 2023
Figure-36: Mattel Inc. - Forecast for Global Revenue Market (Million US$), 2024 - 2030
Figure-37: Hasbro Inc. - Global Revenue Market (Million US$), 2018 - 2023
Figure-38: Hasbro Inc. - Forecast for Global Revenue Market (Million US$), 2024 - 2030
Figure-39: LEGO - Global Revenue Market (Million US$), 2018 - 2023
Figure-40: LEGO - Forecast for Global Revenue Market (Million US$), 2024 - 2030
Figure-41: Spin Master Corp. - Global Revenue Market (Million US$), 2018 - 2023
Figure-42: Spin Master Corp. - Forecast for Global Revenue Market (Million US$), 2024 - 2030
Figure-43: Vtech - Global Revenue Market (Million US$), 2018 - 2023
Figure-44: Vtech - Forecast for Global Revenue Market (Million US$), 2024 - 2030
Figure-45: Manhattan Associates - Global Revenue Market (Million US$), 2018 - 2023
Figure-46: Manhattan Associates - Forecast for Global Revenue Market (Million US$), 2024 - 2030
Figure-47: Funko Inc. - Global Revenue Market (Million US$), 2018 - 2023
Figure-48: Funko Inc. - Forecast for Global Revenue Market (Million US$), 2024 - 2030
Figure-49: JAKKS Pacific - Global Revenue Market (Million US$), 2018 - 2023
Figure-50: JAKKS Pacific - Forecast for Global Revenue Market (Million US$), 2024 - 2030
List of Tables
Table-01: United States - Toys Market Share by Segments (Percent), 2018 - 2023
Table-02: United States - Forecast for Toys Market Share by Segments (Percent), 2024 - 2030
Table-03: United States - Toys Market Share by Sales Channel (Percent), 2018 - 2023
Table-04: United States - Forecast for Toys Market Share by Sales Channel (Percent), 2024 - 2030

Companies Mentioned

  • Mattel Inc.
  • Hasbro Inc.
  • Lego
  • Spin Mater Corp.
  • Vtech
  • Manhattan Associates
  • Funko
  • JAKKS Pacific


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


Table Information