United States Toys Market Trends & Summary
The United States toys market is projected to reach US$ 42.93 billion by 2033, up from US$ 29.23 billion in 2024, growing at a CAGR of 4.40% between 2025 and 2033. Market growth is driven by increasing demand for interactive and educational toys, along with the rising popularity of franchise-based collectibles and STEM-focused products.
The report United States Toys Market & Forecast analyzes the market by Toys Segmentation (Action Figures & Accessories, Arts & Crafts, Building Sets, Dolls, Explorative & Other Toys, Games/Puzzles, Infant/Toddler/Preschool Toys, Outdoor & Sports Toys, Plush, Vehicles, Youth Electronics), Sales Channels (E-commerce, Specialty, Discounters, Department Stores, Others), and Company Analysis (2025–2033).
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Market Outlook
A toy is a plaything used for entertainment or education. While often designed for children, toys appeal to all age groups. They range from classic items like dolls, action figures, and puzzles to tech-savvy products like drones and augmented reality toys. Toys play a significant role in child development, fostering creativity, problem-solving, and socialization.
In the United States, toys are a central part of childhood experiences and family bonding. Cultural events such as Christmas, birthdays, and holidays drive high sales, while licensing from franchises like Disney, Marvel, and Star Wars significantly impacts the market. Increasing interest in STEM toys reflects a trend toward play as a learning experience. By 2024, the U.S. is expected to have around 74.6 million children, with the population projected to grow from 342 million in 2024 to 383 million by 2054 (CBO).
Growth Drivers
1. Increasing Focus on STEM Education
STEM toys are gaining popularity as parents invest in products that combine learning with play. These toys enhance creativity, critical thinking, and problem-solving. For example, Toycra’s OpenEnded product range (Oct 2023) provides educational experiences that stimulate skill development.
2. Expansion of Digital-Interactive Toys
Tech-integrated toys—including smart toys, robotic kits, and AR/AI-enabled products—combine traditional play with digital interaction. In Oct 2024, Ms. Rachel released an educational toy line featuring sensory toys, puzzles, and interactive mats to boost cognitive and motor skills.
3. Growth of Collectible and Franchise-Based Toys
Licensed toys tied to movies, TV shows, and games continue to dominate. IP-based collectibles encourage repeated purchases as children and collectors complete series. For instance, PlayMonster expanded Playskool variants in March 2023, enhancing Hasbro’s educational toy portfolio.
Challenges in the U.S. Toy Market
Supply Chain and Production Issues
Most toys are manufactured overseas, leading to raw material shortages, shipping delays, and labor challenges, especially during holiday peaks. Manufacturers are exploring localized production and diversified supply chains to mitigate these risks.
Regulatory Oversight and Safety
The U.S. toy industry faces strict safety standards, including choking hazard prevention, non-toxic materials, and age-appropriate designs. Compliance costs and evolving regulations are challenging, particularly for small companies. Product recalls or safety incidents can also harm brand reputation.
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Key Market Segments
Action Figures & Accessories
Driven by consumer demand for franchise-related characters, these toys often include accessories like vehicles, playsets, and weapons. Collector-driven demand ensures sustained growth.
Dolls
Dolls remain a key segment, from fashion dolls like Barbie to baby dolls and action figures. Inclusive dolls representing diverse ethnicities, body types, and abilities are increasingly popular.
Games & Puzzles
Board games, card games, and jigsaw puzzles appeal to families seeking interactive and educational play. Online availability has expanded access to these products.
Sales Channels
E-Commerce
Online shopping offers convenience, variety, and competitive pricing. Retailers like Amazon, Walmart, Macy’s, and Toys”R”Us leverage digital platforms for promotions and holiday campaigns. In Sept 2024, Macy’s and Toys”R”Us launched Geoffrey’s Hot Toy List featuring brands like Barbie, Hot Wheels, LEGO, Pokémon, and Bluey.
Specialty Stores
Specialty stores cater to high-quality, niche, or educational toys, including handcrafted and eco-friendly options. Melissa & Doug opened its first physical store in White Plains, NY, in Sept 2023, showcasing popular learning toys, puzzles, and arts & crafts products.
Market Segmentation
By Toys Type
- 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
- E-commerce
- Specialty
- Discounters
- Department Stores
- Others
Company Analysis
Companies are covered from three perspectives: Overview, Recent Developments, Revenue.
Key players include:
- Mattel Inc.
- Hasbro Inc.
- LEGO
- Spin Master Corp.
- Vtech
- Nintendo Company Ltd.
- Funko Inc.
- JAKKS Pacific
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Conclusion
The U.S. toy market is expected to maintain strong growth through 2033, fueled by STEM education toys, tech-integrated products, and franchise collectibles. E-commerce and specialty retail channels continue to shape consumer access, while safety regulations and supply chain resilience remain critical considerations. Companies that combine innovation, safety, and consumer engagement are poised to lead in this dynamic market.
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