The United States toys market is one of the largest and most dynamic sectors in the global toy industry. The market includes a wide range of products designed to entertain and educate children, from traditional toys to tech-integrated playthings. The evolving needs of children and the increasing demand for innovative toys have driven significant growth in the sector. With an increasing focus on both entertainment and educational value, the U.S. toys market is seeing rising consumer preferences for both physical and interactive toys, including those that promote STEM learning, creativity, and social development.
In 2024, the U.S. toys market reached a value of approximately USD 38.20 billion, and the market is projected to grow at a compound annual growth rate (CAGR) of 5.1% during the forecast period of 2025-2034. By 2034, the market is expected to reach around USD 59.77 billion. This growth can be attributed to the increasing disposable income, changing consumer preferences, and advancements in technology, such as the integration of augmented reality (AR) and virtual reality (VR) in toys.
United States Toys Market Size
The U.S. toys market is currently valued at nearly USD 38.20 billion in 2024, a testament to the large and diverse demand for toys across the country. This robust market size reflects both traditional toy sales and the growing popularity of interactive and high-tech toys, including video game-related toys, robotic toys, and educational kits. The market continues to expand as families seek products that combine fun and learning, along with a rising trend of toys that incorporate new technologies.
As the toys industry continues to evolve, the market is expected to reach a valuation of USD 59.77 billion by 2034, growing at a steady CAGR of 5.1%. This expected growth is fueled by innovation in toy designs, as well as an increased focus on sustainability and safety standards for children’s products.
United States Toys Market Trends
Several key trends are driving the United States toys market:
STEM Toys: There has been a surge in demand for toys that promote learning in science, technology, engineering, and mathematics (STEM). Educational toys that encourage problem-solving, coding, and creativity are becoming increasingly popular among parents who want their children to engage in productive play.
Interactive and Tech-Integrated Toys: The integration of technology into toys is one of the biggest trends in the industry. Smart toys, including those that use augmented reality (AR) or virtual reality (VR), allow children to interact with their toys in new and engaging ways. These toys also offer immersive experiences that blend entertainment with education.
Eco-Friendly and Sustainable Toys: With growing consumer awareness of environmental issues, there is an increasing demand for toys made from sustainable, non-toxic materials. Brands are increasingly focusing on creating eco-friendly toys, including those made from recycled materials or biodegradable plastics.
Licensed and Collectible Toys: Licensed toys, especially those related to popular movies, TV shows, and video games, continue to perform well in the market. Collectible toys, including limited-edition figures, have become a significant segment, with collectors and enthusiasts willing to pay premium prices for rare or special items.
Customization and Personalization: The trend of personalized toys is gaining momentum. Toys that can be customized based on the child’s name, preferences, or likeness are becoming increasingly popular. Personalized experiences make toys more meaningful to both children and parents.
Subscription Boxes: Subscription-based toy services are becoming more popular. These services deliver curated boxes of toys to children on a monthly or quarterly basis. These subscription models provide a convenient way for parents to introduce new, engaging toys to their children, and many include educational materials or themes.
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United States Toys Market Segmentation
Product Type
Action Figures
Dolls
Educational Toys
Construction Sets
Video Games
Others
Age Group
0-2 Years
3-5 Years
6-8 Years
9-11 Years
12-14 Years
Others
United States Toys Market Growth
The United States toys market is set to experience steady growth, projected to expand at a CAGR of 5.1% between 2025 and 2034. This growth is supported by several key factors:
Technological Advancements: The continuous advancement of technology in toys, from interactive robotics to augmented and virtual reality, is expanding the boundaries of play. As children are increasingly exposed to digital platforms, toy manufacturers are integrating new technologies that blend the physical and digital worlds.
Higher Disposable Income: As disposable income continues to rise in the U.S., parents are more willing to invest in high-quality, innovative toys that provide entertainment and educational value for their children. This trend is especially prevalent in middle- and high-income households.
Expanding E-commerce: The growth of online shopping has significantly impacted the toys market. E-commerce platforms allow parents to easily compare prices, read reviews, and discover new toys, driving sales. Many traditional toy brands now focus on enhancing their online presence and offering direct-to-consumer models.
Increased Focus on Child Development: As awareness of the importance of early childhood education grows, parents are looking for toys that can enhance their children’s cognitive, social, and emotional development. This trend is driving demand for toys that stimulate problem-solving, creativity, and social interaction.
United States Toys Market Analysis
The U.S. toys market is characterized by fierce competition, with many leading global companies vying for market share. The analysis of the market reveals several critical insights:
Consumer Preferences: U.S. consumers, particularly parents, are increasingly prioritizing educational and development-focused toys. The demand for eco-friendly toys and products that align with ethical values is also growing rapidly.
Impact of Pop Culture: Toys related to pop culture, including licensed toys from movies, TV shows, and video games, represent a major portion of the market. Brands that capitalize on popular franchises continue to see strong sales, and trends related to collectibles and limited-edition toys remain strong.
Price Sensitivity: While there is a growing demand for premium toys, price remains a key factor in consumer purchasing decisions. Many parents are balancing quality and price when choosing toys for their children, often seeking a balance between educational value and entertainment.
Distribution Channels: While traditional toy stores remain an important retail outlet, e-commerce is becoming an increasingly dominant channel for toy sales. Retailers are investing in their online and omnichannel strategies to better reach consumers and drive growth.
United States Toys Market Forecast
The U.S. toys market is forecasted to continue its growth trajectory, with a projected value of USD 59.77 billion by 2034. This expansion is driven by technological innovations, a growing preference for educational toys, and increasing disposable incomes. The market is expected to benefit from new trends such as the rise of AR and VR toys, eco-friendly product lines, and subscription-based services.
With the ongoing development of new technologies and a shift toward sustainability, the future of the U.S. toys market looks promising. Parents are becoming more conscious of the educational and developmental aspects of toys, and as a result, the industry will likely see the introduction of more high-tech and eco-friendly products.
Competitor Analysis in the United States Toys Market
Several key players dominate the United States toys market, and each company is focused on different segments to capture market share:
Hasbro, Inc. – Known for its iconic toys like Monopoly, Nerf, and Play-Doh, Hasbro is a leader in the U.S. toys market. The company has also expanded into digital gaming and interactive toys, capitalizing on the growing trend of tech-integrated products.
LEGO Group – LEGO has maintained its position as a leading toy brand with its popular construction sets. The brand has successfully combined creativity with education, and its recent expansion into video games and media franchises has further boosted its market presence.
Spin Master Corp. – Spin Master is a prominent player, known for innovative toys such as Air Hogs and Hatchimals. The company is continuously expanding its portfolio to include interactive and tech-driven products that appeal to modern children.
Bandai Namco Holdings Inc. – Bandai is a well-established player in the market, especially in the realm of action figures and collectibles related to popular anime franchises. The company has a strong foothold in both the traditional toy and entertainment markets.
Others – Other key players in the market include Mattel, Inc., Funko Inc., and MGA Entertainment, each contributing to the diverse toy ecosystem with their respective brands, innovative product offerings, and partnerships with major entertainment franchises.
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