United States Toys Market Trends & Summary
Market Overview
The United States toys market size is expected to reach approximately US$ 42.93 billion by 2033, up from US$ 29.23 billion in 2024. The market is projected to grow at a CAGR of 4.40% from 2025 to 2033. This growth is driven by increasing demand for innovative and interactive toys, as well as a rising emphasis on educational toys.
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Market Segmentation
The United States Toys Market & Forecast Report categorizes the market based on:
- Toy Type: Action Figures & Accessories, Arts & Crafts, Building Sets, Dolls, Explorative & Others Toys, Games/Puzzles, Infant/Toddler/Preschool Toys, Outdoor & Sports Toys, Plush, Vehicles, and Youth Electronics.
- Sales Channels: E-commerce, Specialty Stores, Discounters, Department Stores, and Others.
- Company Analysis: Overview, Recent Developments, and Revenue.
Market Size & Growth Forecast
| Feature | Details |
| Base Year | 2024 |
| Forecast Period | 2025 – 2033 |
| Historical Data | 2020 – 2024 |
| Market Size in 2024 | US$ 29.23 Billion |
| Market Size in 2033 | US$ 42.93 Billion |
| CAGR (2025-2033) | 4.40% |
Market Outlook
Toys play a crucial role in entertainment and education. While toys are traditionally associated with children, they appeal to all age groups. The U.S. toy market, one of the largest in the world, is heavily influenced by consumer demand for innovative, safe, and educational products.
Cultural events like Christmas and birthdays significantly boost toy sales. Licensing agreements with entertainment franchises such as Disney, Marvel, and Star Wars drive demand for action figures and collectibles. Additionally, STEM (Science, Technology, Engineering, and Mathematics) toys have gained popularity as parents focus on educational play.
By 2024, approximately 74.6 million children are expected in the United States, with the total U.S. population projected to rise from 342 million in 2024 to 383 million by 2054 (Congressional Budget Office).
Growth Drivers
Increasing Focus on STEM Education
STEM-focused toys promote creativity, critical thinking, and problem-solving skills. Parents are increasingly investing in educational toys that offer a learning experience. In October 2023, Toycra introduced OpenEnded, an educational toy range designed to enhance skill development.
Expansion of Digital-Interactive Toys
Technology has transformed traditional toys, with innovations such as augmented reality (AR), artificial intelligence (AI), and smart robotics gaining traction. The release of Ms. Rachel’s sensory toy line in October 2024 highlights the growing demand for tech-integrated educational toys.
Growth of Collectible and Franchise-Based Toys
Franchise-driven toys associated with movies, TV shows, and video games remain strong market drivers. Marvel, Star Wars, and Disney-themed action figures, dolls, and accessories continue to attract both children and collectors. In March 2023, PlayMonster signed a deal with Hasbro’s Playskool brand to expand its product line in 2024.
Challenges in the U.S. Toy Market
Supply Chain and Production Issues
The U.S. toy market faces challenges due to supply chain disruptions, particularly during peak seasons. Raw material shortages, shipping delays, and labor constraints contribute to price increases and stock shortages.
Regulatory and Safety Compliance
Toy manufacturers must adhere to strict U.S. safety standards to ensure child-friendly products. Compliance with regulations related to choking hazards, non-toxic materials, and age-appropriate designs poses challenges, particularly for smaller manufacturers.
Key Market Segments
United States Action Figures & Accessories Market
This segment thrives due to demand for character-driven toys from franchises such as Marvel, DC, Star Wars, and Transformers. Accessories like vehicles, playsets, and themed weapons enhance the play experience and contribute to market growth.
United States Dolls Market
Dolls remain a staple toy, with growing emphasis on diversity and inclusivity. New doll lines feature varied ethnicities, body types, and disabilities, promoting social representation and expanding the market.
United States Games/Puzzles Market
Board games, card games, and puzzles are experiencing steady growth, driven by family-oriented play and the need for offline entertainment. The rise of strategy-based and interactive games further supports market expansion.
United States E-Commerce Toy Market
The e-commerce sector is a major driver of toy sales, with platforms like Amazon, Walmart, and Toys”R”Us dominating the digital landscape. Online retailers leverage targeted marketing and promotions to boost toy sales, particularly during the holiday season.
September 2024: Macy’s and Toys”R”Us launched Geoffrey’s Hot Toy List, featuring 150 must-have toys from brands like Barbie, Hot Wheels, Pokémon, LEGO, and Bluey. Exclusive items include Geoffrey with a Christmas Tree FUNKO and specialty Transformers toys.
Specialty Toy Stores in the U.S.
Specialty toys cater to niche markets, offering handcrafted, eco-friendly, and STEM-focused products. High-quality and educational toys attract discerning consumers who prioritize value over mass production. September 2023: Melissa & Doug opened its first physical store in White Plains, NY, showcasing top-selling learning and arts & crafts toys.
Market Segmentation Breakdown
By Toy Type (11 Segments)
- Action Figures & Accessories
- Arts & Crafts
- Building Sets
- Dolls
- Explorative & Other Toys
- Games/Puzzles
- Infant/Toddler/Preschool Toys
- Outdoor & Sports Toys
- Plush
- Vehicles
- Youth Electronics
By Sales Channel (5 Segments)
- E-commerce
- Specialty Stores
- Discounters
- Department Stores
- Others
Company Analysis (2025-2033)
Major companies covered in the report:
- Mattel Inc.
- Hasbro Inc.
- LEGO
- Spin Master Corp.
- Vtech
- Nintendo Company Ltd.
- Funko Inc.
- JAKKS Pacific
The United States Toys Market remains dynamic, driven by innovation, digital integration, and changing consumer preferences. With increasing investments in STEM-based, franchise-driven, and interactive toys, the market is poised for steady growth through 2033.
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