UNITED STATES TOYS MARKET

United States toys market size reached USD 42.8 billion in 2024 and is estimated to reach USD 56.9 billion in 2032, and the market is estimated to grow at a CAGR of 3.6% from 2025-2032, driven by the growing interest in educational toys coupled with rising incomes and rapid ecommerce growth.

Major Market Drivers and Emerging Trends

The United States toys market size growth is fueled by a shift in consumer preferences towards educational and interactive toys. Many parents are now prioritizing toys which offer more than just fun but also support learning and skill development. The rise in need for STEM toys reflects the shift as they enable kids to acquire important skills while having fun. Parents are turning to STEM toys that help create critical thinking and problem solving ability to ensure their children are prepared for the future. This change in preference has fueled the need for toys that incorporate STEM concepts in fun and innovative ways which align with modern educational trends.

The rise of smart toys could further drive market growth with innovations like internet-connected toys that engage children on a more personalized level. Engaging educational storybooks and interactive games are prime examples, with toys delivered regularly through subscription marking another direction in this evolution. New technology has also enabled the development of toys that respond to kids’ actions along with voice instructions. Smart toys are featuring sensors and microphones thereby can provide customized play experiences by adjusting to a child’s preferences.

Additionally, market growth can be fueled by licensed toys linked to popular media franchises. Movies along with licensed characters have a major influence on toy sales with media franchises increasing consumer demand and contributing to substantial market growth.

The other factor supporting the United States toys market growth is the rising consumer incomes. With growing economies and higher living standards, parents are spending a greater share of their income on providing valuable experiences and growth resources for their children. Higher disposable income allows parents to focus on purchasing premium and innovative toys that support their children’s learning and play. This trend is particularly evident in the United States where the expanding middle class prioritizes offering their children with toys that nurture learning and creativity.

Ecommerce expansion has also transformed the toy industry in the country which makes it easier for consumers to access various toys with competitive prices as it offers convenience and choice across multiple brands or price categories. The convenience leads to increased sales since consumers can easily explore and buy toys from homes. Traditional toy retailers have embraced an online strategy with social media serving as a strong marketing platform as influencers contribute to driving sales. The integration of social media and ecommerce has transformed how toys are marketed and purchased which leads to rapid growth.

Based on product, games and puzzles segment is witnessing significant growth. The toys market in the United States is witnessing a surge in games and puzzles driven by their enduring reputation for promoting education and skill development. Many parents understand how they can improve children’s cognitive and fine motor development while promoting critical thinking along with teamwork skills. Outdoor and vehicle toys are also experiencing rapid growth as more parents encourage physical activity which further boost demand for sports toys. These toys not only promote active play and physical growth but also offer diverse experiences. These toys promote physical development through active play and their ability to offer various engaging experiences which makes them especially appealing.

Based on distribution channel, specialty stores dominate the market segment. Specialty stores dominate the market by focusing on niche segments and offering curated selections. They also personalized shopping experiences and offer expert advice along with exclusive products from independent toymakers. Competitive pricing fueled by lower operational costs and effective supplier negotiations further boosts their attractiveness. The stores can also be found in various shopping malls and local marketplaces which offer easy accessibility for consumers during their everyday activities. The ability to take products home immediately and examine them in person further enriches the shopping experience directly at store. Online platforms within the e-retailers segment also present notable opportunities for the market by providing a diverse selection and seamless shopping experiences. It also provides access to specialized products which drive growth and increase sales.

Top Market Players

Several major players in the market are Vtech, Mattel Inc, Lego, Spin Master, Hasbro Inc, among others. The market features a strong presence of global brands which have established themselves in US households for several decades. Emerging companies are focusing on becoming leaders in the educational toy segment which makes the market highly competitive. Key market players are adopting strategies such as collaborations with global brands and online retailing to further boost their market presence.

Key Developments

• • In 2023 LeapFrog Enterprises which is a VTech brand launched new products within the infant and preschool categories.
  • In 2023 Toys R Us which is owned by WHP global work on ambitious plans to grow the iconic toy brand. WHP global also intends to bring it into the travel sector by introducing unique shopping experiences on cruise ships and at airports.
  • In 2022, in collaboration with SpaceX, Mattel unveiled a new range of space toys.

Segments covered in the Report:

The United States Toys Market has been segmented on the basis of Product and Distribution Channel. Based on the Product, the market is segmented into Activity Toys and Accessories, Soft Toys and Accessories, Outdoor and Vehicle Toys, Games and Puzzles, Infant and Preschool Toys, and Others. Based on the Distribution Channel, the market is segmented into Specialty Stores, E-Retailers, Hypermarkets, and Department Stores.

Market Segmentation

United States Toys Market by Product

• • Activity toys and accessories
  • Soft toys and accessories
  • Outdoor and vehicle toys
  • Games and puzzles
  • Infant and preschool toys and Others

United States Toys Market by Distribution Channel

• • Specialty stores
  • E-retailers
  • Hypermarkets
  • Department stores

United States Toys Market Leading players (Option 1: Free 25% Customization – Profiles of 5 Additional Companies of your Choice)

• • Vtech
  • Mattel Inc
  • Lego
  • Spin Master
  • Hasbro Inc