The toy market - United States

The global toy market, valued at $104.2 billion in 2021, is expected to grow to $249.6 billion by 2027 with a 19.0% CAGR from 2022-2027. The USA's toy market contributes significantly to this, reaching $34.27 billion in 2021 and projected to grow to $46.18 billion by 2027. The industry's evolution in the US is primarily driven by an increasing birth rate and higher disposable income, with parents compensating for time away from their children with toy purchases. In 2021 alone, approximately 3 billion toys were sold in the US, generating $38.2 billion in retail sales and a 14.2% increase from the previous year. Demographic trends, including the average age of maternity rising to 30 years by 2022 and a steady newborn rate, reflect that older parents have more financial resources to spend on toys.

This is also influenced by a high divorce rate, essentially doubling the opportunities for children to receive toys. Additionally, seasonal factors like weather and holidays significantly impact sales, with Q4 marking the peak due to holiday shopping, as 70% of toy and game market revenue comes during this period. In terms of production, there were 489 toy manufacturing firms in the US in 2020, employing 5,800 people, albeit representing a slight decline from previous years. The distribution landscape has been shifting towards online sales, which is the preferred shopping method for the majority of parents, followed by purchases made in department stores and toy stores. Walmart, Amazon, and Target are the leading retailers where customers frequently shop for toys, with outdoor and sports toys being the highest-selling category.

Navigating the Dynamic Landscape of the U.S. Toy Market

The U.S. toy market is a continuously evolving arena bound by the whims and purchasing powers of American families. At its core, the market's vitality is tightly interwoven with demographic dynamics, such as birth rates and household incomes. Despite a fairly stable birth rate, with births hovering between 3.5 and 4 million per year, the average age of new mothers has climbed, indicating older parents typically have more financial resources. Consequently, older parents appear more amenable to higher spending on toys, a trend reinforced by the rising number of divorces, which seems to lead separated parents to compete through gift-giving. Income is also a critical driver, with families with children earning an average annual income between $70,000 and $80,000. Over the span of six years, this figure rose by over 10%, thus increasing the disposable income available for children's toys. Additionally, family sizes in the U.S. average at about three members, though this number is somewhat higher in states like Utah and lower in Maine. Such variables shape the demand for toys, balancing fewer customers with extensive resources against greater competition in the industry. Moreover, the toy industry in the U.S. exhibits a pronounced seasonal character, with a substantial portion of sales occurring during the holiday season, notably in the closing months of the year.

Remarkably, sales can surge by over 60% around November and December. The seasonality is attributed to factors like weather, affecting the choice between indoor and outdoor toys, and holidays, with Christmas playing a pivotal role. When it comes to toy preferences, American parents lean towards electronic toys, video games, toy vehicles, and art toys, often guided by their child's interests and bolstered by reliable online reviews, recommendations from their social circle, and enticing marketing initiatives. The market landscape also includes a notable trend towards inclusivity and a resurgence in traditional toy types like construction sets, dolls, and board games. This change in trend was likely triggered by changing societal norms and a need for more at-home activities during the pandemic. In terms of production, the U.S. is witnessing a gradual decrease in the number of toy manufacturers, dropping to just under 500 firms employing around 6,000 people. Distribution patterns reflect a digital shift, with online purchases reigning supreme, although big-box retailers and department stores continue to play a significant role in the industry. Lastly, the U.S. toy market is not immune to global economic currents, as seen.

Leading Innovators and Icons in the Toy Industry

The toy industry is graced with a repertoire of brands that have not only achieved household name status but have also played crucial roles in shaping childhood experiences across the globe. These brands have set industry benchmarks through creativity, inclusivity, and technological advancements, making a lasting impact on both the market and consumer behavior.

• Mattel : A titan in the toy manufacturing world, Mattel has gifted generations with timeless treasures. Barbie, a flagship product, pioneered the fashion doll segment and has evolved over the years to symbolize empowerment and inclusion. Mattel's Hot Wheels has fueled the imaginations of children, adding a sense of speed and design to playtime with its detailed die-cast cars. Under its umbrella, UNO continues to be a family favorite, engaging all ages in strategic fun.
• Hasbro : Another colossal player, Hasbro, has captured the hearts of many with a range of action figures and beloved franchises such as My Little Pony and Transformers. They stand testament to Hasbro's expertise in not only creating engaging play experiences but also branching into multimedia storytelling, thereby widening its influence.
• LEGO : LEGO's interlocking plastic bricks have built a legacy of creativity and construction, offering both children and adults a platform to visualize and create. With a robust catalogue featuring themed sets to appeal to a wide array of interests, LEGO's educational edge also exemplifies how play can be both fun and developmental.
• Fisher-Price : Fisher-Price has established itself as a pioneer in designing toys for infants and young children, recognizing the significant role of play in early development. Their product range is vast and includes much-loved Little People playsets which invite young minds into a world of imaginative play with educational undertones.
• MGA Entertainment : Home to the Bratz Dolls that have become a cultural phenomenon, MGA Entertainment has carved out a niche for itself in the fashion doll market. The brand's ability to tap into contemporary fashion and youth culture has garnered a loyal following and challenged norms within the traditional toy landscape.
• Bandai Namco : Renowned for its contributions to the world of anime and video games, Bandai Namco has immortalized characters from narratives like Dragon Ball, bringing them from screen to tangible play with a wide-ranging lineup of merchandise.

Each of these companies has contributed uniquely to the global toy market, fostering a diverse and interactive landscape for the child in everyone. Through continued innovation, commitment to quality, and understanding of market trends, these main players consistently stay at

Inforamtion

• Number of pages : ~ 40 pages
• Format : Digital and PDF versions
• Last update : 17/11/2022

Summary and extracts

List of charts presented in this market study

• Global toys market value
• Exported value of toys
• Top toys companies by earnings
• Toys market value
• Selling of toys by category
• Import Vs export of toys in the USA
• Country USA imports the majority of toys
• Country USA exports the majority of toys
• Newborns compared to population
• Population Projection Kids 0-14
• Avarage age of woman when giving birth
• Family income by family type
• Number of researches on Google of the word "toy"
• Number of researches on Google of the word "Outdoor toy"
• Monthly retail sales of hobby, toy, and game stores
• Number of toys children play with
• Number of toys parents buy to their children every year
• Biggest influence on toy purchases parents make for their kid
• Types of Children Toys That Parents Tend to Buy
• Number of hours children plays per day
• Number of toys manufactures in the USA
• Number employees of toys manufactures industry in the USA
• Firms by number of employees
• Number of toys retailers in the USA
• Number employees of toys retailer industry in the USA
• Online net sales of toys
• Retailers where custumers shop most often for toys
• Where US parents do buy toys
• Retail sales of toys and games by category products
• Price inflation for toys
• Retailers' answer to the question "Have you increased prices in 2022?"
• Price increase
• Annual expense for toys per child