U.S. Toy Market

U.S. Toy Market By Product Type (Building & Construction Set, Dolls, Infant & Preschool Toys, Outdoor & Sports Toys, Games & Puzzles); 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) – Growth, Share, Opportunities & Competitive Analysis, 2024 – 2032

Summary
Table Of Content

REPORT ATTRIBUTE	DETAILS
Historical Period	2020-2023
Base Year	2024
Forecast Period	2025-2032
U.S. Toy Market Size 2024	USD 93,116.06 million
U.S. Toy Market, CAGR	4.34%
U.S. Toy Market Size 2032	USD 1,30,840.07 million

Market Overview

U.S. Toy market size was valued at USD 93,116.06 million in 2024 and is anticipated to reach USD 1,30,840.07 million by 2032, at a CAGR of 4.34% during the forecast period (2024-2032).

The U.S. toy market is driven by evolving consumer preferences, technological advancements, and increasing demand for educational and interactive toys. The rise of digital integration, including AI-powered and AR/VR-enhanced toys, is reshaping the industry, catering to tech-savvy children and parents seeking immersive play experiences. Additionally, the growing popularity of collectible and licensed merchandise, fueled by media franchises and social media influence, is boosting sales. Sustainability is also a key trend, with manufacturers investing in eco-friendly materials and recyclable packaging to meet rising environmental concerns. E-commerce growth and direct-to-consumer strategies are further transforming the market, offering greater accessibility and personalized shopping experiences. Seasonal demand, particularly during holidays, continues to play a significant role in revenue generation. As disposable incomes rise and parents prioritize cognitive development through play-based learning, the market is poised for steady expansion.

The U.S. toy market exhibits regional variations influenced by demographic factors, consumer preferences, and economic conditions. The Western region, driven by technology and entertainment industries, sees high demand for smart and STEM toys. The Midwest favors traditional and family-oriented toys, while the Southern region shows strong sales in outdoor and character-based toys due to its warm climate and diverse population. The Northeast, with its urban centers, leans toward premium and collectible toys, supported by a strong e-commerce presence. Key players in the U.S. toy market include Hasbro, Mattel, Lego Group, MGA Entertainment, and Spin Master, each leveraging innovation, licensing agreements, and digital transformation to maintain competitive advantage. Hasbro and Mattel dominate the industry with strong brand portfolios, while Lego continues to expand through STEM-focused building sets. MGA Entertainment and Spin Master drive growth with trendy and interactive toys. These companies shape market trends, adapting to evolving consumer preferences and technological advancements.

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Market Insights

The U.S. toy market was valued at USD 93,116.06 million in 2024 and is projected to reach USD 130,840.07 million by 2032, growing at a CAGR of 4.34% from 2024 to 2032.
Technological advancements, including smart toys, AI integration, and STEM-based products, are driving market growth.
Increasing demand for licensed and collectible toys from entertainment franchises is boosting sales across age groups.
Sustainability trends are shaping the market, with manufacturers focusing on eco-friendly materials, minimal packaging, and recycling initiatives.
The market is highly competitive, with Hasbro, Mattel, Lego Group, MGA Entertainment, and Spin Master leading through innovation and brand expansion.
Regulatory compliance and safety concerns, including stringent U.S. toy safety standards, pose challenges for manufacturers.
Regional variations impact demand, with Western U.S. favoring tech-driven toys, the Midwest preferring traditional play, the South leaning towards outdoor toys, and the Northeast focusing on premium and collectible products.

Report scope

This reports segments are U.S. Toy Market as Follows;

Market Drivers

Technological Advancements and Smart Toys

The integration of technology in toys is a major driver of market growth, catering to the increasing demand for interactive and immersive play experiences. Artificial intelligence (AI), augmented reality (AR), and virtual reality (VR) are transforming traditional toys into dynamic learning tools that enhance children’s cognitive and motor skills. For instance, toys like Cozmo and Sphero, which incorporate AI and robotics, have been highlighted in surveys for their ability to engage children with features such as motion detectors, voice recognition, and touch sensors. Additionally, STEM-focused toys, such as robotics and coding kits, are increasingly being adopted by parents and educators to balance education and fun during playtime. These innovations are reshaping how children learn and play, aligning with modern consumer preferences.

Increasing Demand for Licensed and Collectible Toys

The growing influence of entertainment franchises and pop culture is fueling demand for licensed and collectible toys. Movies, TV series, video games, and social media trends heavily impact purchasing decisions, with popular characters and storylines driving sales. For instance, action figures from blockbuster franchises like Marvel and Star Wars have been identified in industry reports as key drivers of this segment. Limited-edition collectibles, such as trading cards and themed playsets, are not only sought after by children but also by adult collectors. The success of partnerships between global entertainment brands and toy manufacturers, as well as the popularity of influencer-driven marketing and unboxing videos, has further amplified consumer interest in this category.

Sustainability and Eco-Friendly Initiatives

Sustainability is reshaping the U.S. toy market as consumers and manufacturers prioritize environmentally friendly practices. Parents are increasingly seeking eco-conscious products made from biodegradable, recycled, or sustainably sourced materials. In response, toy companies are innovating with non-toxic dyes, plant-based plastics, and minimal packaging to reduce their environmental footprint. Major brands are committing to sustainability goals, with initiatives such as toy recycling programs and carbon-neutral production processes gaining traction. This shift toward greener alternatives is not only meeting consumer demand but also aligning with corporate responsibility initiatives, making sustainability a crucial driver in the market’s long-term growth.

E-Commerce Growth and Direct-to-Consumer Strategies

The rapid expansion of e-commerce has significantly transformed toy retail, offering consumers greater convenience, variety, and accessibility. Online marketplaces and direct-to-consumer (DTC) channels enable brands to reach a broader audience while reducing reliance on traditional brick-and-mortar stores. Subscription-based toy services and personalized shopping experiences further enhance customer engagement, increasing brand loyalty. Additionally, the integration of AI-powered recommendation engines and virtual try-before-you-buy experiences enhances online shopping, making digital platforms a dominant sales channel. With rising internet penetration and mobile commerce adoption, e-commerce is set to play an increasingly vital role in the toy market’s future expansion.

Market Trends

Rise of Educational and STEM Toys

Educational and STEM (Science, Technology, Engineering, and Mathematics) toys are gaining traction as parents prioritize cognitive development and skill-building through play. These toys encourage problem-solving, creativity, and logical thinking, aligning with the increasing emphasis on early childhood education. For instance, robotics kits like LEGO Mindstorms and coding games such as Osmo Coding have been highlighted in surveys for their ability to engage children in hands-on learning. Interactive science experiments, such as those offered by Thames & Kosmos, are also becoming mainstream, helping children develop technical skills from an early age. Toy manufacturers are continuously innovating to incorporate hands-on learning elements, making education more engaging and accessible.

Growth of Sustainable and Eco-Friendly Toys

Sustainability is emerging as a key trend in the U.S. toy market, driven by growing consumer awareness of environmental impact. Parents are actively seeking toys made from biodegradable materials, recycled plastics, and sustainably sourced wood. Major brands are introducing eco-friendly product lines, reducing plastic packaging, and implementing recycling initiatives to meet evolving consumer preferences. Companies are also focusing on ethical sourcing and production methods to align with sustainability goals. As environmental consciousness continues to rise, the market for green toys is expected to expand, influencing future product development and brand positioning.

Expansion of Digital and Augmented Reality Play Experiences

Digital and augmented reality (AR) toys are revolutionizing the way children engage with play. The integration of AR, AI, and app-connected features is enhancing interactivity, offering immersive storytelling and gamified experiences. Smart toys that respond to voice commands, learn user preferences, and adapt gameplay based on real-time inputs are becoming increasingly popular. AR-enhanced board games and digital storytelling platforms are also reshaping traditional toy categories. With children becoming more tech-savvy, the demand for digitally integrated play experiences is expected to grow, prompting toy manufacturers to invest in cutting-edge technology to stay competitive.

Influence of Pop Culture and Social Media on Toy Trends

The rise of pop culture, entertainment franchises, and social media has a significant impact on toy trends. Popular movies, TV series, and video games drive demand for character-based toys, collectibles, and themed merchandise. For instance, blockbuster franchises like Marvel and Star Wars have been identified in industry reports as key drivers of toy sales. Influencers and content creators play a vital role in shaping consumer preferences, with unboxing videos and product reviews driving purchasing decisions. Viral toy trends on platforms like TikTok and YouTube can lead to surges in demand for specific products, making social media marketing a powerful tool for brands to maximize visibility and capitalize on emerging trends.

Market Challenges Analysis

Supply Chain Disruptions and Rising Production Costs

The U.S. toy industry faces significant challenges due to supply chain disruptions and increasing production costs. For instance, a report by The Economist Intelligence Unit highlighted that disruptions during the COVID-19 pandemic caused financial losses averaging 6-10% of annual revenues for affected companies. Additionally, rising labor costs and inflationary pressures have led to higher manufacturing expenses, forcing companies to either absorb the costs or pass them on to consumers. These challenges require toy manufacturers to explore alternative production strategies, such as nearshoring, diversifying supply chains, and investing in automation to maintain profitability and ensure product availability.

Regulatory Compliance and Safety Concerns

Strict regulations and evolving safety standards present ongoing challenges for toy manufacturers in the U.S. Compliance with the Consumer Product Safety Improvement Act (CPSIA), which mandates stringent safety testing and material disclosures, adds to production complexities and costs. The increasing scrutiny of hazardous materials, small parts, and electronic components demands continuous innovation in product design and testing. Additionally, growing concerns about data privacy in smart and connected toys have led to stricter cybersecurity requirements, requiring companies to enhance digital security measures. Failure to meet regulatory standards can result in product recalls, legal consequences, and reputational damage. To navigate these challenges, manufacturers must prioritize rigorous testing, transparency, and adherence to evolving consumer protection laws.

Market Opportunities

The U.S. toy market presents significant opportunities driven by evolving consumer preferences, technological advancements, and expanding digital engagement. The increasing demand for educational and STEM-based toys offers manufacturers a chance to innovate with interactive and skill-building products that align with modern learning trends. Parents and educators are prioritizing toys that enhance cognitive development, problem-solving, and creativity, creating a strong market for robotics kits, coding games, and science-based playsets. Additionally, the rise of smart and AI-powered toys presents an opportunity to integrate technology into play, enhancing engagement through personalized and adaptive learning experiences. Companies that invest in digital transformation, augmented reality (AR), and app-connected toys can gain a competitive advantage in catering to tech-savvy consumers.

Sustainability is another key opportunity, as growing consumer awareness of environmental impact drives demand for eco-friendly and ethically sourced toys. Manufacturers adopting biodegradable materials, recycled plastics, and minimal packaging can differentiate their products and appeal to environmentally conscious buyers. Additionally, the growth of e-commerce and direct-to-consumer (DTC) sales channels provides brands with opportunities to expand their reach, personalize customer experiences, and enhance profitability. Subscription-based toy services, customizable product offerings, and digital marketing strategies further enable brands to engage consumers directly and build brand loyalty. As the industry continues to evolve, companies that capitalize on these opportunities through innovation, sustainability, and digital engagement will be well-positioned for long-term growth.

Market Segmentation Analysis:

By Product Type:

The U.S. toy market is segmented into various product categories, each catering to different consumer preferences and play experiences. Building and construction sets remain a strong segment, as they promote creativity, problem-solving, and fine motor skills, appealing to both children and adult collectors. Dolls continue to be a popular category, driven by the influence of entertainment franchises and the demand for diverse and inclusive toy offerings. Infant and preschool toys play a crucial role in early childhood development, with a focus on sensory engagement, motor skill enhancement, and interactive learning. Outdoor and sports toys are witnessing steady growth due to increasing awareness of physical activity’s benefits, with products like bicycles, ride-ons, and water toys gaining popularity. Meanwhile, games and puzzles have experienced a resurgence, driven by family-oriented entertainment and the growing trend of cognitive skill-building through play. Each of these product segments contributes significantly to the industry’s growth, catering to a broad spectrum of consumer demands.

By Age Group:

Age-based segmentation in the U.S. toy market reflects the diverse needs and interests of different demographics. The 0 to below 3 years category primarily consists of sensory, educational, and soft toys designed for early-stage development. The 3 to below 5 years segment includes interactive learning toys, basic building sets, and character-based products that encourage imaginative play. The 5 to below 12 years segment dominates the market, with a strong demand for action figures, STEM toys, and games that enhance problem-solving skills. The 12 to 18 years category sees increasing engagement in collectibles, board games, and technology-driven toys, as older children shift toward complex and interactive experiences. The 18+ years segment, driven by adult collectors and nostalgia-based purchases, continues to grow, particularly in action figures, high-end building sets, and strategy-based board games. Each age group represents a unique opportunity for manufacturers to innovate and cater to evolving consumer interests.

Segments:

Based on Product Type:

Building & Construction Set
Dolls
Infant & Preschool Toys
Outdoor & Sports Toys
Games & Puzzles

Based on Age Group:

18+ Years
12 to 18 Years
5 to Below 12 Years
3 to Below 5 Years
0 to Below 3 Years

Based on Distribution Channel:

Online
Offline

Based on the Geography:

Western United States
Midwestern United States
Southern United States
Northeastern United States

Regional Analysis

Western United States

The Western United States holds approximately 30% of the total market share, driven by its large urban population and strong technological influence. States like California and Washington lead in sales, fueled by high disposable income, innovation in digital and tech-based toys, and a strong presence of entertainment industries. The demand for STEM toys, collectibles, and smart toys is particularly high in this region, reflecting the influence of Silicon Valley and a technology-driven consumer base. Additionally, the emphasis on sustainability and eco-friendly toys aligns with the region’s environmentally conscious culture, further driving market growth.

Midwestern United States

The Midwestern United States accounts for around 20% of the U.S. toy market share, with a strong presence of traditional toys, educational products, and outdoor toys. The Midwest, known for its suburban and family-oriented communities, sees consistent demand for board games, puzzles, and sports-related toys that promote family engagement and physical activity. Seasonal sales, particularly during holidays, play a significant role in the region’s toy industry, as families prioritize gifting during festive occasions. Retail chains and mass-market stores remain the dominant sales channels, although e-commerce adoption is steadily increasing. Manufacturers targeting this region benefit from affordability-driven consumer behavior, emphasizing durable and long-lasting toys.

Southern United States

The Southern United States represents around 28% of the market share, making it a key player in the industry. This region has a growing population, particularly in states like Texas and Florida, which contributes to rising toy consumption. The demand for outdoor and sports toys is particularly strong, given the region’s warmer climate, allowing year-round outdoor play. Additionally, the Southern market exhibits high engagement with entertainment-based toys, including character-driven merchandise and collectibles. The growing influence of Hispanic and multicultural consumer demographics also shapes purchasing trends, increasing demand for diverse and inclusive toy offerings. Both online and brick-and-mortar retailers see strong performance, with large retail chains playing a crucial role in distribution.

Northeastern United States

The Northeastern United States holds approximately 22% of the market share, with a focus on high-quality, educational, and premium-priced toys. Urban centers such as New York, Boston, and Philadelphia drive demand for collectible toys, smart toys, and STEM-based learning products. The presence of affluent consumers and a preference for innovative, technology-driven toys make this region a strong market for digital and app-connected products. Additionally, specialty toy stores and boutique retailers thrive in this region, catering to consumers looking for unique and high-end toy offerings. The market also benefits from a strong e-commerce presence, as online shopping continues to shape consumer purchasing habits.

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Key Player Analysis

Hasbro, Inc.
Mattel, Inc.
Lego Group
Hasbro
MGA Entertainment
Spin Master

Competitive Analysis

The U.S. toy market is highly competitive, dominated by industry leaders such as Hasbro, Mattel, Lego Group, MGA Entertainment, and Spin Master. These companies leverage brand recognition, innovation, and strategic partnerships to maintain market leadership. Licensing agreements with major entertainment franchises drive strong sales, while digital integration and STEM-focused products continue to shape consumer demand. The growing influence of e-commerce and direct-to-consumer strategies has intensified competition, with brands investing heavily in online marketing and personalized shopping experiences. Sustainability is becoming a key differentiator, as manufacturers adopt eco-friendly materials and recycling initiatives to align with consumer preferences. Additionally, the increasing demand for interactive and technology-driven toys has led to advancements in AI, augmented reality, and app-connected play. Companies that successfully balance product innovation, regulatory compliance, and evolving market trends remain well-positioned for growth in the dynamic U.S. toy industry.

Recent Developments

In March 2025, the LEGO Group launched a wide range of new sets, including LEGO Architecture, LEGO Art, and LEGO Formula 1, with over 40 sets released on March 1st, including the Trevi Fountain and several Formula 1 Speed Champions sets.
In March 2025, MGA Entertainment’s Little Tikes brand announced a partnership with BBC Studios to launch a line of Bluey-inspired toys, including the Bluey Grannies Car Coupe, Bluey Bushland Adventures Splash Pad, Bluey Beach Day Sand Box, and Bluey Beach Water Table.
In March 2025, the LEGO Group announced a new multi-year partnership with The Pokémon Company International to bring LEGO Pokémon sets starting in 2026.
In March 2025, Spin Master announced the renewal of its global master toy licensee agreement with DreamWorks Animation for Gabby’s Dollhouse.
In March 2025, Hasbro participated in the North American International Toy Fair, showcasing new products and collaborations, including a PLAY-DOH Barbie line and Marvel’s Iron Man toys.
In March 2025, Mattel renewed its multi-year global licensing agreement with Disney for Toy Story, planning new products for the franchise’s 30th anniversary and Toy Story 5.

Market Concentration & Characteristics

The U.S. toy market is moderately concentrated, with a few dominant players holding significant market share while numerous smaller brands compete in niche segments. The industry is characterized by high brand loyalty, strong licensing agreements, and continuous innovation, which drive competition and product differentiation. Leading companies leverage strategic partnerships with entertainment franchises, enabling them to capitalize on popular movies, TV series, and gaming trends. The market also exhibits seasonal demand fluctuations, with peak sales occurring during holidays and special occasions. Additionally, the industry is evolving with technological advancements, including smart toys, augmented reality integration, and STEM-based learning products. Sustainability initiatives, such as eco-friendly materials and reduced plastic usage, are becoming key characteristics influencing purchasing behavior. While barriers to entry are relatively low for new brands in digital marketplaces, established companies maintain a competitive edge through large-scale distribution, marketing expertise, and product diversification. These factors collectively shape the concentrated yet dynamic nature of the U.S. toy market.

Report Coverage

The research report offers an in-depth analysis based on Product Type, Age Group, Distribution Channel and Geography. 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

The U.S. toy market will continue to grow, driven by innovation, digital integration, and evolving consumer preferences.
Smart toys and AI-driven interactive play experiences will gain traction, enhancing engagement and personalization.
Sustainability will play a crucial role, with increasing demand for eco-friendly materials and sustainable production practices.
STEM-based and educational toys will see strong growth as parents prioritize learning-oriented play experiences.
Licensing agreements with entertainment franchises will remain a key strategy for expanding product lines and boosting sales.
E-commerce and direct-to-consumer sales channels will continue to reshape the industry, driving higher online engagement.
Augmented reality and virtual reality toys will gain popularity, offering immersive and tech-enhanced play experiences.
The demand for collectibles and nostalgia-driven toys will grow, attracting both younger consumers and adult collectors.
Regulatory requirements and safety standards will evolve, requiring manufacturers to enhance compliance and product quality.
Companies that invest in innovation, digital marketing, and personalized consumer experiences will maintain a competitive edge.

CHAPTER NO. 1 : INTRODUCTION 17

1.1.1. Report Description 17

Purpose of the Report 17

USP & Key Offerings 17

1.1.2. Key Benefits for Stakeholders 17

1.1.3. Target Audience 18

1.1.4. Report Scope 18

CHAPTER NO. 2 : EXECUTIVE SUMMARY 19

2.1. U.S. Toy Market Snapshot 19

2.1.1. U.S. Toy Market, 2018 – 2032 (USD Million) 20

CHAPTER NO. 3 : U.S. TOY MARKET – INDUSTRY ANALYSIS 21

3.1. Introduction 21

3.2. Market Drivers 22

3.2.1. Growth of Educational and STEM Toys 22

3.2.2. Rising Popularity of Digital and Interactive U.S. Toys 23

3.3. Market Restraints 24

3.3.1. Rising Safety Concerns and Regulations 24

3.4. Market Opportunities 25

3.4.1. Market Opportunity Analysis 25

3.5. Porter’s Five Forces Analysis 26

CHAPTER NO. 4 : ANALYSIS COMPETITIVE LANDSCAPE 27

4.1. Company Market Share Analysis – 2023 27

4.1.1. U.S. Toy Market: Company Market Share, by Volume, 2023 27

4.1.2. U.S. Toy Market: Company Market Share, by Revenue, 2023 28

4.1.3. U.S. Toy Market: Top 6 Company Market Share, by Revenue, 2023 28

4.1.4. U.S. Toy Market: Top 3 Company Market Share, by Revenue, 2023 29

4.2. U.S. Toy Market Company Revenue Market Share, 2023 30

4.3. Company Assessment Metrics, 2023 30

4.3.1. Stars 31

4.3.2. Emerging Leaders 31

4.3.3. Pervasive Players 31

4.3.4. Participants 31

4.4. Start-ups /SMEs Assessment Metrics, 2023 31

4.4.1. Progressive Companies 31

4.4.2. Responsive Companies 31

4.4.3. Dynamic Companies 31

4.4.4. Starting Blocks 31

4.5. Strategic Developments 32

4.5.1. Acquisitions & Mergers 32

New Product Launch 32

Regional Expansion 32

4.6. Key Players Product Matrix 33

CHAPTER NO. 5 : PESTEL & ADJACENT MARKET ANALYSIS 34

5.1. PESTEL 34

5.1.1. Political Factors 34

5.1.2. Economic Factors 34

5.1.3. Social Factors 34

5.1.4. Technological Factors 34

5.1.5. Environmental Factors 34

5.1.6. Legal Factors 34

5.2. Adjacent Market Analysis 34

CHAPTER NO. 6 : U.S. TOY MARKET – BY PRODUCT TYPE SEGMENT ANALYSIS 35

6.1. U.S. Toy Market Overview, by Product Type Segment 35

6.1.1. U.S. Toy Market Revenue Share, By Product Type, 2023 & 2032 36

6.1.2. U.S. Toy Market Attractiveness Analysis, By Product Type 37

6.1.3. Incremental Revenue Growth Opportunity, by Product Type, 2024 – 2032 37

6.1.4. U.S. Toy Market Revenue, By Product Type, 2018, 2023, 2027 & 2032 38

6.2. Building & Construction Set 39

6.3. Dolls 40

6.4. Infant & Preschool U.S. Toys 41

6.5. Outdoor & Sports U.S. Toys 42

6.6. Games & Puzzles 43

CHAPTER NO. 7 : U.S. TOY MARKET – BY AGE GROUP SEGMENT ANALYSIS 44

7.1. U.S. Toy Market Overview, by Age Group Segment 44

7.1.1. U.S. Toy Market Revenue Share, By Age Group, 2023 & 2032 45

7.1.2. U.S. Toy Market Attractiveness Analysis, By Age Group 46

7.1.3. Incremental Revenue Growth Opportunity, by Age Group, 2024 – 2032 46

7.1.4. U.S. Toy Market Revenue, By Age Group, 2018, 2023, 2027 & 2032 47

7.2. 18+ Years 48

7.3. 12 to 18 Years 49

7.4. 5 to Below 12 Years 50

7.5. 3 to Below 5 Years 51

7.6. 0 to Below 3 Years 52

CHAPTER NO. 8 : U.S. TOY MARKET – BY DISTRIBUTION CHANNEL SEGMENT ANALYSIS 53

8.1. U.S. Toy Market Overview, by Distribution Channel Segment 53

8.1.1. U.S. Toy Market Revenue Share, By Distribution Channel, 2023 & 2032 54

8.1.2. U.S. Toy Market Attractiveness Analysis, By Distribution Channel 55

8.1.3. Incremental Revenue Growth Opportunity, by Distribution Channel, 2024 – 2032 55

8.1.4. U.S. Toy Market Revenue, By Distribution Channel, 2018, 2023, 2027 & 2032 56

8.2. Online 57

8.3. Offline 58

CHAPTER NO. 9 : U.S. TOY MARKET – ANALYSIS 59

9.1.1. U.S. Toy Market Revenue, By Product Type, 2018 – 2023 (USD Million) 59

9.1.2. U.S. Toy Market Revenue, By Age Group, 2018 – 2023 (USD Million) 60

9.1.3. U.S. Toy Market Revenue, By Distribution Channel, 2018 – 2023 (USD Million) 61

CHAPTER NO. 10 : COMPANY PROFILES 62

10.1. Hasbro, Inc. 62

10.1.1. Company Overview 62

10.1.2. Product Portfolio 62

10.1.3. Swot Analysis 62

10.1.4. Business Strategy 63

10.1.5. Financial Overview 63

10.2. Mattel, Inc. 64

10.3. Lego Group 64

10.4. Hasbro 64

10.5. MGA Entertainment 64

10.6. Spin Master 64

10.7. Company 6 64

10.8. Company 7 64

10.9. Company 8 64

10.10. Company 9 64

10.11. Company 10 64

10.12. Company 11 64

10.13. Company 12 64

10.14. Company 13 64

10.15. Company 14 64

List of Figures

FIG NO. 1. U.S. Toy Market Revenue, 2018 – 2032 (USD Million) 20

FIG NO. 2. Porter’s Five Forces Analysis for U.S. Toy Market 26

FIG NO. 3. Company Share Analysis, 2023 27

FIG NO. 4. Company Share Analysis, 2023 28

FIG NO. 5. Company Share Analysis, 2023 28

FIG NO. 6. Company Share Analysis, 2023 29

FIG NO. 7. U.S. Toy Market – Company Revenue Market Share, 2023 30

FIG NO. 8. U.S. Toy Market Revenue Share, By Product Type, 2023 & 2032 36

FIG NO. 9. Market Attractiveness Analysis, By Product Type 37

FIG NO. 10. Incremental Revenue Growth Opportunity by Product Type, 2024 – 2032 37

FIG NO. 11. U.S. Toy Market Revenue, By Product Type, 2018, 2023, 2027 & 2032 38

FIG NO. 12. U.S. Toy Market for Building & Construction Set, Revenue (USD Million) 2018 – 2032 39

FIG NO. 13. U.S. Toy Market for Dolls, Revenue (USD Million) 2018 – 2032 40

FIG NO. 14. U.S. Toy Market for Infant & Preschool U.S. Toys, Revenue (USD Million) 2018 – 2032 41

FIG NO. 15. U.S. Toy Market for Outdoor & Sports U.S. Toys, Revenue (USD Million) 2018 – 2032 42

FIG NO. 16. U.S. Toy Market for Games & Puzzles, Revenue (USD Million) 2018 – 2032 43

FIG NO. 17. U.S. Toy Market Revenue Share, By Age Group, 2023 & 2032 45

FIG NO. 18. Market Attractiveness Analysis, By Age Group 46

FIG NO. 19. Incremental Revenue Growth Opportunity by Age Group, 2024 – 2032 46

FIG NO. 20. U.S. Toy Market Revenue, By Age Group, 2018, 2023, 2027 & 2032 47

FIG NO. 21. U.S. Toy Market for 18+ Years, Revenue (USD Million) 2018 – 2032 48

FIG NO. 22. U.S. Toy Market for 12 to 18 Years, Revenue (USD Million) 2018 – 2032 49

FIG NO. 23. U.S. Toy Market for 5 to Below 12 Years, Revenue (USD Million) 2018 – 2032 50

FIG NO. 24. U.S. Toy Market for 3 to Below 5 Years, Revenue (USD Million) 2018 – 2032 51

FIG NO. 25. U.S. Toy Market for 0 to Below 3 Years, Revenue (USD Million) 2018 – 2032 52

FIG NO. 26. U.S. Toy Market Revenue Share, By Distribution Channel, 2023 & 2032 54

FIG NO. 27. Market Attractiveness Analysis, By Distribution Channel 55

FIG NO. 28. Incremental Revenue Growth Opportunity by Distribution Channel, 2024 – 2032 55

FIG NO. 29. U.S. Toy Market Revenue, By Distribution Channel, 2018, 2023, 2027 & 2032 56

FIG NO. 30. U.S. Toy Market for Online, Revenue (USD Million) 2018 – 2032 57

FIG NO. 31. U.S. Toy Market for Offline, Revenue (USD Million) 2018 – 2032 58

List of Tables

TABLE NO. 1. : U.S. Toy Market: Snapshot 18

TABLE NO. 2. : Drivers for the U.S. Toy Market: Impact Analysis 21

TABLE NO. 3. : Restraints for the U.S. Toy Market: Impact Analysis 23

TABLE NO. 4. : U.S. Toy Market Revenue, By Product Type, 2018 – 2023 (USD Million) 58

TABLE NO. 5. : U.S. Toy Market Revenue, By Product Type, 2024 – 2032 (USD Million) 58

TABLE NO. 6. : U.S. Toy Market Revenue, By Age Group, 2018 – 2023 (USD Million) 59

TABLE NO. 7. : U.S. Toy Market Revenue, By Age Group, 2024 – 2032 (USD Million) 59

TABLE NO. 8. : U.S. Toy Market Revenue, By Distribution Channel, 2018 – 2023 (USD Million) 60

TABLE NO. 9. : U.S. Toy Market Revenue, By Distribution Channel, 2024 – 2032 (USD Million) 60

Frequently Asked Questions

What is the current size of the U.S. Toy market?

The U.S. Toy market was valued at USD 93,116.06 million in 2024 and is projected to reach USD 130,840.07 million by 2032, growing at a CAGR of 4.34% during the forecast period.

What factors are driving the growth of the U.S. Toy market?

The market is driven by technological advancements in smart and interactive toys, rising demand for licensed and collectible merchandise, sustainability initiatives, and the expansion of e-commerce and direct-to-consumer sales.

What are the key segments within the U.S. Toy market?

The market is segmented by product type (building sets, dolls, outdoor toys, games & puzzles, infant & preschool toys), age group (0-3 years, 3-5 years, 5-12 years, 12-18 years, 18+ years), distribution channel (online, offline), and geography (Western, Midwestern, Southern, and Northeastern U.S.).

What are some challenges faced by the U.S. Toy market?

The industry faces supply chain disruptions, increasing production costs, stringent regulatory compliance, evolving toy safety standards, and competition from digital entertainment alternatives.

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