U.S. Toy Market By Product Type (Building & Construction Set, Dolls, Infant & Preschool Toys, Outdoor & Sports Toys, Games & Puzzles, Others); By Age Group (18+ Years, 12 to Below 18 Years, 5 to Below 12 Years, 3 to Below 5 Years, 0 to Below 3 Years); By Distribution Channel (Online, Offline); By Region – Growth, Share, Opportunities & Competitive Analysis, 2024 – 2032
The U.S. Toy Market size was valued at USD 31,189.30 million in 2018, reaching USD 40,089.67 million in 2024, and is anticipated to reach USD 55,105.13 million by 2032, at a CAGR of 3.78% during the forecast period.
REPORT ATTRIBUTE
DETAILS
Historical Period
2020-2023
Base Year
2024
Forecast Period
2025-2032
U.S. Toy Market Size 2024
USD 40,089.67 Million
U.S. Toy Market, CAGR
3.78%
U.S. Toy Market Size 2032
USD 55,105.13 Million
The U.S. Toy Market is shaped by leading players such as Hasbro, Mattel, Lego Group, MGA Entertainment, Spin Master, JAKKS Pacific, and Funko, each leveraging strong brand portfolios and innovation-driven strategies to secure market presence. These companies compete through product diversification, licensing partnerships, and expansion into collector and digital-integrated toys. The market also witnesses rising traction from niche players focusing on sustainability and character-based merchandise. Regionally, the South leads with a 34% market share in 2024, supported by high population density, strong retail networks, and rapid e-commerce adoption.
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The U.S. Toy Market grew from USD 31,189.30 million in 2018 to USD 40,089.67 million in 2024 and is expected to reach USD 55,105.13 million by 2032.
Outdoor & Sports Toys led by product type with 28.5% share in 2024, while Building & Construction Sets followed with 22.3% share.
By age group, children aged 5 to below 12 years dominated with 36.4% share, supported by demand for interactive and learning-based toys.
Offline distribution channels commanded 62.8% share in 2024, while online platforms held 37.2% and continue to grow with digital adoption.
Regionally, the South led with 34% share, followed by the West at 27%, the Midwest at 21%, and the Northeast at 18%.
Market Segment Insights
By Product Type
In the U.S. Toy Market, Outdoor & Sports Toys dominate with a 28.5% revenue share in 2024, driven by rising interest in active play and fitness-oriented products among children. Building & Construction Sets hold a strong position with 22.3% share, supported by educational and skill-building value. Dolls contribute 18.1% share, fueled by branded character launches and collector editions. Infant & Preschool Toys capture 14.7% share, benefiting from parental demand for developmental learning products. Games & Puzzles account for 10.2% share, while other toy categories collectively hold 6.2% share, reflecting niche consumer preferences.
For instane, Hasbro expanded its NERF brand with the launch of the NERF Pro Stryfe X blaster in the U.S., targeting older kids and adults with advanced outdoor play.
By Age Group
The 5 to Below 12 Years segment leads with a 36.4% market share in 2024, supported by steady demand for interactive and learning-based toys. The 3 to Below 5 Years segment follows with 24.7% share, driven by parental spending on early education and creativity-focused products. The 12 to 18 Years segment secures 18.9% share, sustained by board games, puzzles, and collectible toys. The 0 to Below 3 Years group holds 12.1% share, reflecting strong uptake of sensory and safety-focused toys. The 18+ Years segment, largely driven by collectibles and hobbyist demand, represents 7.9% share, showing growth from adult consumers’ nostalgia-driven purchases.
For instance, LEGO launched its LEGO Education SPIKE Essential kit designed for children aged 6–11, encouraging STEM-based, hands-on learning.
By Distribution Channel
Offline channels dominate the U.S. Toy Market with a 62.8% share in 2024, supported by specialty toy shops, department stores, and mass retailers that offer physical experience and instant purchase. Online channels represent 37.2% share, and are expanding steadily as e-commerce platforms provide convenience, wider product assortments, and competitive discounts. Rising digital adoption among consumers, coupled with online-exclusive product launches, continues to drive the growth of the online sub-segment.
Key Growth Drivers
Rising Demand for Educational and STEM Toys
The U.S. Toy Market benefits from growing parental focus on educational development. Building sets, coding toys, and STEM-based products have gained strong traction due to their ability to enhance problem-solving and cognitive skills. Schools and learning centers also integrate educational toys into early learning programs, further boosting demand. This shift aligns with parents’ willingness to invest in products that combine entertainment with academic value, helping STEM toys achieve steady growth and reinforcing their role as a critical growth driver in the market.
For instance, Lovevery expanded its Montessori-inspired play-kit subscription into new markets, including Singapore, highlighting growing global demand for developmental educational toys that promote problem-solving skills.
Popularity of Licensed and Character-Based Toys
Licensed toys tied to popular movies, streaming content, and gaming franchises continue to drive sales. Strong entertainment brands such as Disney, Marvel, and gaming IPs increase demand for action figures, dolls, and collectibles. Children and even adults show high affinity toward character merchandise, enhancing repeat purchases and fan-driven collections. Seasonal launches around blockbuster releases also create sales spikes. The enduring appeal of licensed content ensures this sub-segment remains one of the most consistent contributors to U.S. Toy Market growth.
Growing Adoption of Online Retail Channels
E-commerce has become a major driver in the U.S. Toy Market, offering consumers convenience, broad assortments, and competitive pricing. Online retailers such as Amazon, Walmart, and Target amplify reach through quick delivery, subscription models, and exclusive product offerings. Parents increasingly prefer online shopping for toy purchases due to time efficiency and availability of customer reviews. Seasonal promotions and digital campaigns further fuel sales. With expanding internet penetration and mobile usage, online retail continues to shape purchasing behavior, strengthening its impact on the market.
For instance, Target partnered with FAO Schwarz to launch an expanded online and in-store assortment of over 120 exclusive toys, reinforcing its presence in the toy category alongside nationwide store availability.
Key Trends & Opportunities
Expansion of Adult and Collector Toy Segment
The adult consumer base has emerged as a strong trend, with collectibles, model kits, and nostalgia-driven toys gaining traction. Companies actively target adults aged 18+ who view toys as hobby investments or memorabilia. This opportunity is supported by rising disposable incomes and social media communities that promote collector culture. Limited editions and collaborations with entertainment franchises further expand growth. Manufacturers focusing on this trend can unlock additional revenue streams beyond traditional child-focused demographics in the U.S. Toy Market.
For instance, in the first quarter of 2025, toy sales to adults in the U.S. rose 12% year-over-year. According to a survey conducted in March 2025, 19% of adults had purchased Pokémon cards for themselves within the previous six months, primarily for collecting or reselling, with a smaller portion playing the game.
Sustainability and Eco-Friendly Toy Innovations
Eco-conscious consumers increasingly demand toys made from recyclable or biodegradable materials. Manufacturers respond with sustainable product lines that use wood, organic fabrics, or recycled plastics. Major toy companies are also pledging to reduce carbon footprints in manufacturing and packaging. This shift creates opportunities to appeal to environmentally aware parents seeking safer, sustainable alternatives for children. Positioning toys with eco-friendly certifications helps brands differentiate and capture market loyalty. This trend is expected to strengthen, shaping the long-term direction of product development.
For instance, India’s ToyBuddy reported increasing adoption of FSC-certified wooden toys and organic cotton plush toys, highlighting manufacturers’ shift toward local sourcing of natural, non-toxic materials to reduce carbon footprints and educate children on sustainability.
Key Challenges
High Competition and Pricing Pressure
The U.S. Toy Market faces intense competition from global and local players offering diverse product portfolios. Price sensitivity among parents, especially during economic slowdowns, forces companies to offer heavy discounts. Mass retailers and online platforms further drive down margins through aggressive pricing strategies. Maintaining profitability becomes challenging as companies must balance cost efficiency with product innovation. Firms unable to differentiate through brand, quality, or design risk losing share to lower-priced alternatives, intensifying competitive pressure in the industry.
Changing Consumer Preferences and Digital Substitution
Shifting consumer interests toward digital gaming, smartphones, and streaming services pose a significant challenge to the toy industry. Children increasingly spend more time on screens, reducing demand for traditional toys. This trend impacts categories like puzzles and board games, which require physical interaction. While some companies integrate digital features into toys, adapting quickly to tech-driven preferences remains costly and complex. The challenge for manufacturers is to remain relevant by innovating hybrid offerings that combine digital interactivity with traditional play value.
Regulatory and Safety Compliance Requirements
Strict U.S. regulations regarding product safety, labeling, and environmental standards create operational hurdles for toy manufacturers. Companies must ensure compliance with guidelines set by agencies such as the Consumer Product Safety Commission (CPSC). Testing for toxic materials, choking hazards, and age-appropriateness adds significant costs to production cycles. Non-compliance risks product recalls, legal penalties, and reputational damage. The increasing scrutiny on imported toys further complicates supply chains. Meeting evolving compliance requirements while maintaining cost efficiency remains a persistent challenge for industry players.
Regional Analysis
Northeast
The Northeast region holds 18% share of the U.S. Toy Market in 2024. Strong urbanization and higher disposable incomes support steady demand for premium and educational toys. It benefits from large metropolitan hubs such as New York and Boston, where specialty toy retailers thrive. Seasonal demand around holidays significantly boosts sales, with a focus on licensed character toys. The presence of affluent households sustains growth in building sets and collectibles. It maintains stable revenue streams by blending traditional retail with rising online adoption.
Midwest
The Midwest accounts for 21% share of the U.S. Toy Market in 2024. Family-oriented communities drive consistent sales of outdoor and sports toys, especially during summer. It relies on mass retail formats, where competitive pricing influences purchasing behavior. Games and puzzles show resilience in this region due to strong household-based entertainment culture. Educational toys see steady adoption, supported by parental spending on skill-based learning. It also benefits from stable logistics networks that support timely product distribution across rural and urban markets.
South
The South leads with 34% share of the U.S. Toy Market in 2024. High population density and expanding suburban areas strengthen demand across all toy categories. It experiences strong traction in infant and preschool toys due to the region’s younger demographic. Outdoor and sports toys dominate sales, driven by favorable weather and lifestyle preferences. It benefits from rapid e-commerce penetration, making online channels critical to growth. Retail chains and big-box stores also reinforce sales momentum in this leading regional market.
West
The West region captures 27% share of the U.S. Toy Market in 2024. Innovation-driven consumer behavior supports growth in licensed and eco-friendly toys. It is home to major entertainment and media hubs, which boost demand for character-based merchandise. The region shows strong online retail penetration, with consumers favoring digital platforms for convenience and variety. Outdoor and creative toys enjoy high popularity, aligning with the lifestyle trends of younger households. It continues to drive market expansion through early adoption of new toy concepts.
Market Segmentations:
By Product Type
Building & Construction Set
Dolls
Infant & Preschool Toys
Outdoor & Sports Toys
Games & Puzzles
Others
By Age Group
18+ Years
12 to 18 Years
5 to Below 12 Years
3 to Below 5 Years
0 to Below 3 Years
By Distribution Channel
Online
Offline
By Region
Northeast
Midwest
South
West
Competitive Landscape
The U.S. Toy Market features a competitive environment led by global and domestic players that focus on innovation, brand positioning, and strategic partnerships. Major companies such as Hasbro, Mattel, Lego Group, Spin Master, and MGA Entertainment dominate through diversified portfolios spanning dolls, construction sets, and action figures. It is characterized by high investments in licensing agreements with entertainment franchises, ensuring steady demand for character-based toys. Niche players, including Funko and JAKKS Pacific, strengthen their market presence by targeting collectibles and specialized categories. The landscape also reflects rising pressure from private labels and digital entertainment alternatives, pushing manufacturers to enhance product design and sustainability initiatives. Online channels intensify rivalry, as e-commerce giants provide greater accessibility and pricing competition. It remains highly fragmented, with leaders leveraging scale advantages while emerging brands capture consumer attention through innovation, eco-friendly offerings, and targeted marketing strategies across diverse consumer segments.
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In August 2025, The LEGO Group, in collaboration with Universal Products & Experiences, launched two new LEGO Gabby’s Dollhouse sets inspired by DreamWorks Animation’s upcoming movie Gabby’s Dollhouse: The Movie, designed for children aged 4 and up.
In March 2023, Crown Crafts acquired Manhattan Toy, expanding its presence in developmental toys for infants and toddlers. This acquisition is expected to add $24 million annually to their net sales and broaden distribution including internationally.
In June 2025, Mattel formed a strategic collaboration with OpenAI to develop AI-powered toys and experiences, with the first AI-enhanced toy expected to launch later in the year.
In February 2025, Just Play, LLC announced its entry into the U.S. games category, unveiling new products such as Skip It, Simon Jump Game Mat, and board/card games including Wheel of Fortune and Pop Culture Jeopardy through partnerships with Hasbro, Sony Pictures Television, and Five Nights at Freddy’s.
Report Coverage
The research report offers an in-depth analysis based on Product Type, Age Group, Distribution Channel and Region. It details leading market players, providing an overview of their business, product offerings, investments, revenue streams, and key applications. Additionally, the report includes insights into the competitive environment, SWOT analysis, current market trends, as well as the primary drivers and constraints. Furthermore, it discusses various factors that have driven market expansion in recent years. The report also explores market dynamics, regulatory scenarios, and technological advancements that are shaping the industry. It assesses the impact of external factors and global economic changes on market growth. Lastly, it provides strategic recommendations for new entrants and established companies to navigate the complexities of the market.
Future Outlook
Demand for STEM-based toys will continue to expand with growing focus on early learning.
Licensed character toys will remain a major revenue driver supported by movie and gaming franchises.
Sustainability will shape product innovation as companies adopt eco-friendly materials and packaging.
Online sales will increase further with wider assortments and stronger digital engagement strategies.
Collectibles and adult-focused toys will gain momentum as nostalgia and hobby culture strengthen.
Interactive and tech-enabled toys will rise as parents seek hybrid digital and physical play options.
Retail partnerships and exclusive launches will enhance brand visibility across both online and offline channels.
Educational toys will see stronger demand from parents prioritizing developmental and skill-based products.
Regional diversity in consumer preferences will influence localized product strategies and marketing campaigns.
Competitive intensity will deepen, driving innovation and collaborations among global and domestic players.
CHAPTER NO. 1: GENESIS OF THE MARKET
1.1 Market Prelude – Introduction & Scope
1.2 The Big Picture – Objectives & Vision
1.3 Strategic Edge – Unique Value Proposition
1.4 Stakeholder Compass – Key Beneficiaries CHAPTER NO. 2: EXECUTIVE LENS
2.1 Pulse of the Industry – Market Snapshot
2.2 Growth Arc – Revenue Projections (USD Million)
2.3. Premium Insights – Based on Primary Interviews CHAPTER NO. 3: TOY MARKET FORCES & INDUSTRY PULSE
3.1 Foundations of Change – Market Overview
3.2 Catalysts of Expansion – Key Market Drivers
3.2.1 Momentum Boosters – Growth Triggers
3.2.2 Innovation Fuel – Disruptive Technologies
3.3 Headwinds & Crosswinds – Market Restraints
3.3.1 Regulatory Tides – Compliance Challenges
3.3.2 Economic Frictions – Inflationary Pressures
3.4 Untapped Horizons – Growth Potential & Opportunities
3.5 Strategic Navigation – Industry Frameworks
3.5.1 Market Equilibrium – Porter’s Five Forces
3.5.2 Ecosystem Dynamics – Value Chain Analysis
3.5.3 Macro Forces – PESTEL Breakdown
3.6 Price Trend Analysis
3.6.1 Country-wise Price Trend
3.6.2 Price Trend by Product CHAPTER NO. 4: KEY INVESTMENT EPICENTER
4.1 Country-wise Goldmines – High-Growth Geographies
4.2 Product Frontiers – Lucrative Product Categories
4.3 Application Sweet Spots – Emerging Demand Segments CHAPTER NO. 5: REVENUE TRAJECTORY & WEALTH MAPPING
5.1 Momentum Metrics – Forecast & Growth Curves
5.2 Country-wise Revenue Footprint – Market Share Insights
5.3 Segmental Wealth Flow – Product Type & Distribution Channel Revenue CHAPTER NO. 6: TRADE & COMMERCE ANALYSIS
6.1. Import Analysis by Country
6.1.1. U.S. Toy Import Revenue By Country
6.2. Export Analysis by Country
6.2.1. U.S. Toy Export Revenue By Country CHAPTER NO. 7: COMPETITION ANALYSIS
7.1. Company Market Share Analysis
7.1.1. U.S. Toy: Company Market Share
7.2. U.S. Toy Company Revenue Market Share
7.3. Strategic Developments
7.3.1. Acquisitions & Mergers
7.3.2. New Product Launch
7.3.3. Country-wise Expansion
7.4. Competitive Dashboard
7.5. Company Assessment Metrics, 2024 CHAPTER NO. 8: TOY MARKET – BY PRODUCT TYPE SEGMENT ANALYSIS
8.1. Toy Overview by Product Type Segment
8.1.1. Toy Revenue Share By Product Type
8.2. Building & Construction Set
8.3. Dolls
8.4. Infant & Preschool Toys
8.5. Outdoor & Sports Toys
8.6. Games & Puzzles
8.7. Others CHAPTER NO. 9: TOY MARKET – BY AGE GROUP SEGMENT ANALYSIS
9.1. Toy Overview by Age Group Segment
9.1.1. Toy Revenue Share By Age Group
9.2. 18+ Years
9.3. 12 to 18 Years
9.4. 5 to Below 12 Years
9.5. 3 to Below 5 Years
9.6. 0 to Below 3 Years CHAPTER NO. 10: TOY MARKET – BY DISTRIBUTION CHANNEL SEGMENT ANALYSIS
10.1. Toy Overview by Distribution Channel Segment
10.1.1. Toy Revenue Share By Distribution Channel
10.2. Online
10.3. Offline CHAPTER NO. 11: TOY MARKET – COUNTRY-WISE ANALYSIS
11.1. Toy Overview by Country Segment
11.1.1. U.S. Toy Revenue Share By Country
11.1.2. Country
11.1.3. U.S. Toy Revenue By Country
11.1.4. Product Type
11.1.5. U.S. Toy Revenue By Product Type
11.1.6. Age Group
11.1.7. U.S. Toy Revenue By Age Group
11.1.8. Distribution Channel
11.1.9. U.S. Toy Revenue By Distribution Channel CHAPTER NO. 12: COMPANY PROFILES
12.1. Hasbro, Inc.
12.1.1. Company Overview
12.1.2. Product Portfolio
12.1.3. Financial Overview
12.1.4. Recent Developments
12.1.5. Growth Strategy
12.1.6. SWOT Analysis
12.2. Mattel, Inc.
12.3. Lego Group
12.4. MGA Entertainment
12.5. Spin Master
12.6. JAKKS Pacific, Inc.
12.7. Funko, Inc.
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Frequently Asked Questions
What is the current market size for U.S. Toy Market, and what is its projected size in 2032?
The U.S. Toy Market reached USD 40,089.67 million in 2024 and is projected to reach USD 55,105.13 million by 2032.
At what Compound Annual Growth Rate is the U.S. Toy Market projected to grow between 2025 and 2032?
The U.S. Toy Market is projected to grow at a steady CAGR of 3.78% during the forecast period from 2025 to 2032.
Which U.S. Toy Market segment held the largest share in 2024?
The Outdoor & Sports Toys segment held the largest share in 2024, accounting for 28.5% of the U.S. Toy Market revenue share.
What are the primary factors fueling the growth of the U.S. Toy Market?
Key growth drivers include rising demand for STEM toys, strong popularity of licensed character products, and the rapid expansion of online retail distribution channels.
Who are the leading companies in the U.S. Toy Market?
The leading companies include Hasbro, Mattel, Lego Group, MGA Entertainment, Spin Master, JAKKS Pacific, and Funko, which dominate with diverse product portfolios.
Which region commanded the largest share of the U.S. Toy Market in 2024?
The South region commanded the largest share in 2024, capturing 34% of the U.S. Toy Market due to demographics, e-commerce expansion, and retail presence.
About Author
Rajdeep Kumar Deb
Lead Analyst – Consumer & Finance
Rajdeep brings a decade of consumer goods and financial services insight to strategic market analysis.
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