United States Toys Market

United States Toys Market Size and Share:

The United States toys market size was valued at USD 29.8 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 55.9 Billion by 2033, exhibiting a CAGR of 7.2% from 2025-2033. The market is experiencing growing demand for innovative, educational, and tech-integrated toys which is driven by evolving consumer preferences, rising disposable incomes, and advancements in distribution channels, enabling greater accessibility and variety for consumers while fostering market growth.

The market for United States toys has been growing, driven by many interrelated factors. There is rising interest in STEM-based educational toys as parents highly prioritize skill development in science, technology, engineering, and math. These toys are fostering problem-solving, critical thinking, and creativity in children, aligning with future-ready learning goals. Parents are opting for products that combine enjoyment with learning. For example, in October 2024, Ms. Rachel launched an educational toy line featuring sensory-focused products like plush farms, puzzles, and tummy time mats, fostering cognitive and motor skill development through engaging learning experiences. Furthermore, these playthings enhance problem-solving, creative thinking, and cognitive development of children. The trend follows the growing recognition of early childhood education. In addition, the technology integration in toys, including augmented reality (AR) and artificial intelligence (AI), is a market benefit as they appeal to both tech-savvy parents and their children. These advancements stimulate higher spending on premium products, further boosting United States toys market growth.

E-commerce is the other significant driver that impelling the United States market for toys. The ease of availability, wide variety of product choices, and competitive price attract more customers towards online channels. Seasonal sales, discounted products, and online release of products enhance the sales, boosting market growth. Furthermore, careful licensing with popular franchises produces a consistent demand for branded products, while the collectible segment relies on nostalgia and fandom from adults. Collectible toys, often movie and pop culture-related, attract the attention of both younger generations and adults seeking nostalgia. Such a growing consumer base drives the market forward with the growth, where retailers and manufacturers use targeted marketing to meet the different demographic preferences.

United States Toys Market Trends:

Digital Integration in Toys

The integration of digital technology into toys is reshaping the United States toys market. Interactive products equipped with AR, VR, and AI offer immersive experiences are fostering both learning and entertainment. Toys that respond to voice commands or simulate real-world interactions are highly favored. For instance, in 2024, Curio launched "Grok," an AI-powered interactive rocket toy that engages children through personalized conversations, fostering creativity and learning while demonstrating advancements in AI-driven, adaptive play technology. Moreover, tech-based educational tools, such as coding robots are becoming central to toy collections, catering to the growing interest in STEM education. This trend also aligns with the increasing screen time among children, as parents seek productive ways to channel their interests. Manufacturers leverage these trends to develop smart toys, further driving United States toys market growth.

Expanding Collectibles Segment

Collectibles are gaining popularity among children and adults with the majority of United States toys market share. Related to blockbuster movies, TV shows, or gaming franchises, these toys tap into fandom culture. The limited edition creates a feeling of exclusivity, making them highly sought after by collectors, which in turn amplifies sales. For example, in 2024, Wyncor launches patented toys like Miraball™, ReClay, SwopPop, Mon Ami, and OozySqueezy, leveraging licensing deals with Paramount, Hasbro, ZAG, and Emoji Company to create innovative, collectible products. Moreover, nostalgia drives adults to buy retro-themed toys, so there is a mix of emotional value and market demand. Manufacturers capitalize on these trends with continuous releases, ensuring sustained interest across demographics.

E-Commerce Growth

The rapid expansion of e-commerce is revolutionizing the United States toys market. Online platforms offer accessibility, variety, and convenience, particularly for busy parents and gift-givers. Enhanced digital interfaces allow for detailed product exploration and comparison, facilitating informed purchasing decisions. Exclusive online sales, bundled offers, and subscription-based toy deliveries are also gaining popularity. Retailers and brands intensely invest in personalized marketing and user-friendly apps to capture the online consumer base, further driving market penetration and sales.

United States Toys Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the United States toys market, along with forecasts at the country and regional levels from 2025-2033. The market has been categorized based on product type, age group, and sales channel.

Analysis by Product Type:

• Action Figures
• Building Sets
• Dolls
• Games and Puzzles
• Sports and Outdoor Toys
• Plush
• Others
   

Strong ties to movie, television, and comic book franchises drive action figures. These toys are sold to children and adult collectors. Manufacturers continually introduce limited-edition and customizable action figures to sustain demand and cater to niche audiences, fostering consistent market growth.

Building sets boost creativity, problem-solving and cognitive development, making these popular among children as well as parents. These items are changing with themes tied to franchises of entertainment and educational-based STEM-focused designs, therefore attracting diverse consumer groups: schools and hobbyists, to maintain steady market relevance and growth.

Dolls continue to be the core category, which continually expands with innovative designs, interactive features, and inclusivity in representations. Dolls are being designed representing various ethnicities, disabilities, and professions to capture changing consumer preferences and the ability to appeal to diverse consumers across age groups.

The educational value of games and puzzles increases its applicability, especially since most activities contribute to mental stimulation and strategic thinking. More popularity is added by the fact that the use of board games, escape room-inspired puzzles, and even digital integration will always find their relevance with both old and new customers.

Sports and outdoor toys highlight physical activity and outdoor play, which appeal to health-conscious parents. Bicycles, trampolines, and water toys are popular products, fueled by consumer interest in active play and recreational outdoor activities for children.

The plush toys is noted for their emotional and comfort appeal, making them favourite with the younger children and the collectors. Companies have innovated with themed designs, limited-edition releases, and interactive plush toys to capture consumer interest and expand their market share.

The others category comprises the evolving segments, which are electronic, tech-based, and educational toys. These products cater to tech-savvy and learning-focused consumers, leveraging advancements like robotics and AI to create engaging, innovative play experiences that align with modern interests and trends.

Analysis by Age Group:

• Up to 5 Years
• 5 to 10 Years
• Above 10 Years
   

Toys designed for children up to 5 years old focus on early developmental needs, offering sensory, motor-skill-enhancing, and educational features. Popular items include plush toys, building blocks, and interactive learning products. Parents prioritize safety and engagement at this stage, driving consistent demand for age-appropriate, stimulating toys.

For children aged 5 to 10 years, toys emphasize creativity, cognitive development, and active play. Building sets, action figures, and outdoor toys are particularly popular, catering to their growing imagination and physical activities. Educational games and puzzles are also in demand, balancing entertainment with learning for this age group.

Toys for children above 10 years focus on advanced play experiences, including strategy-based games, robotics, and complex building sets. This age group often seeks products aligned with hobbies and trending franchises, ensuring engagement. Tech-integrated and skill-building toys also attract older children, catering to their evolving interests and abilities.

Analysis by Sales Channel:

• Supermarkets and Hypermarkets
• Specialty Stores
• Department Stores
• Online Stores
• Others
   

Supermarkets and hypermarkets serve as key sales channels for toys, offering a wide variety of products under one roof. Their convenience, frequent promotional deals, and extensive reach make them a popular choice for consumers seeking affordability and accessibility. These stores attract families shopping for toys alongside everyday essentials, ensuring steady sales.

Specialty stores focus exclusively on toys, providing a curated selection of high-quality and diverse products. They offer an engaging shopping experience with knowledgeable staff and exclusive items. These stores cater to parents and collectors looking for unique, premium, or educational toys, making them a critical segment of the market.

Department stores feature toys as part of their broader product offerings, combining variety with an upscale shopping experience. They cater to middle- and upper-income groups, showcasing premium brands and seasonal promotions. Their presence in urban and suburban areas ensures accessibility and appeal to diverse consumer demographics.

Online stores are rapidly expanding as a preferred platform for purchasing toys, driven by convenience, competitive pricing, and extensive product availability. E-commerce platforms and brand websites attract consumers with personalized recommendations, customer reviews, and home delivery services, making them an essential segment in the digital age.

The others category includes small retail outlets, pop-up stores, and vending machines offering toys. These channels cater to impulse buyers and regional markets, providing quick and affordable options. Their adaptability and local appeal make them a valuable addition to the overall toys market distribution network.

Regional Analysis:

• Northeast
• Midwest
• South
• West
   

The Northeast region of the United States, known for its dense population and urban centers, drives significant toy sales. Consumers in this region prioritize educational and premium toys, reflecting higher disposable incomes and a focus on quality. Specialty stores and department stores dominate, complemented by a growing preference for online shopping.

The Midwest, with its mix of suburban and rural areas, emphasizes affordable and versatile toys. Supermarkets, hypermarkets, and department stores serve as the primary sales channels, catering to cost-conscious consumers. Outdoor and sports toys are particularly popular, reflecting the region’s emphasis on family activities and recreational play.

The South exhibits robust growth in toy sales, driven by a large and diverse population. The region favors action figures, building sets, and outdoor toys, aligning with cultural and recreational preferences. Online stores and specialty shops are gaining traction, complementing the strong presence of supermarkets and hypermarkets.

The West region, characterized by innovation and a tech-savvy demographic, shows a strong demand for tech-integrated and sustainable toys. Online stores dominate due to the region's digital-first mindset, while specialty stores also perform well. Diverse consumer preferences ensure demand for a wide variety of toys, including premium and eco-friendly options.

Competitive Landscape:

The competitive landscape in the United States toys market is diverse as players service different segments including traditional, educational, and tech-integrated toys. Established companies rely on widespread distribution channels and brand acceptance to ensure market leadership while new entrants disrupt this space by innovative designs and direct-to-consumer models. A growing focus on sustainability has caused companies to invest in environmental-friendly materials and production methodologies that appeal to environmentally sensitive consumers. In addition, the competition has been heightened by e-commerce, and brands have used digital marketing strategies, online exclusive launches, and seasonal discounts to capture the attention of consumers. Licensing agreements with popular franchises and strategic partnerships further enhance market presence, while the increasing popularity of collectibles and premium toys continues to fuel competitive innovation.

The report provides a comprehensive analysis of the competitive landscape in the United States toys market with detailed profiles of all major companies.

Latest News and Developments:

• In July 2024, Fisher-Price announced its latest Imaginext toy line, featuring Star Wars, Jurassic World, and Batman themes. These interactive toys, including the Transforming Bat-Tank and Attack Mode Dilophosaurus, target children aged 3 and up, combining lights, sounds, and innovative features. Launches are scheduled for fall, aligning with seasonal demand.
• In February 2024, Hasbro expanded its Star Wars toy lineup with the launch of the 4-inch-scale Epic Hero Series. Featuring iconic characters like Ahsoka Tano, Luke Skywalker, and Darth Vader, the series includes standard and deluxe figures with signature accessories, catering to collectors and young fans alike.

United States Toys Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the United States toys market from 2019-2033.
• The research study provides the latest information on the market drivers, challenges, and opportunities in the United States toys market.
• Porter's Five Forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the United States toys industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.