North America Toy Market Research Report, 2029

The North American toy market is primarily driven by the progress of the United States toy market. In a recent survey, almost 60 percent of American parents who normally buy toys online said yes. General stores and department stores were the next most popular shopping locations for toys in the United States. Some of the most popular toy brands in American households include LEGO, Hot Wheels, and Fisher-Price. Three out of the five major players in the global toy industry are American companies. North America is one of the most profitable and important regional markets for these companies. The toy industry's annual total economic impact in the U.S. was huge in 2021, while over 623,000 jobs directly related to the American toy industry were generated. Because of the increased spending on entertainment and play kits, North America is projected to dominate the toy market share. As per the U.S. Bureau of Labor Statistics data, spending on entertainment-related devices in the U.S. increased in 2020. These factors are likely to boost the market's growth. For instance, Danish company Lego, known for its interlocking plastic bricks, was the leading toy company worldwide with over 7.2 Billion U.S. dollars in revenue in 2020. Tokyo-based Bandai Namco ranked in second place with revenue of almost 6.6 Billion U.S. dollars amongst the major toy companies. Hasbro, Mattel, and Jakks Pacific completed the top five. According to the research report "North America Toy Market Research Report, 2029," published by Actual Market Research, the North America Toy market was valued at more than USD 37.37 Billion in 2023. Further, the North American toy market has been segmented on the basis of age groups to which the toys cater the range of product lines, and the sales and distribution channels available. According to the age group wise segmentation, Actual Market Research has categorized the market for 0–8-year-old children, 9–15-year-old children, and over 15-year-old children. The major product lines taken into consideration in the market research are action figures, arts and crafts, dolls, building sets, games, puzzles, infants and toddlers, youth electronics, outdoor sports and toys, plush and vehicles, and explorative toys. Despite a slow growth rate, the region is showing growth in its 0–8 year category of toys in the toy market, which indicates that consumer spending in this category, has increased. This can also be a result of new product innovations in this category. The category of 0–8 year old toys usually consists of miniature replicas and other very basic and traditional toys, which gives enough scope for the manufacturers to bring something new to the market. This is also coupled with a reduction in the market share of the toy category for the over-15 age group as this category faces stiff competition from the video games and computer gaming markets. This can also explain why the market share of youth electronics is so small in the North American market.

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The Outdoor & Sports Toys segment is leading in the North American toy market primarily due to a growing emphasis on physical activity and outdoor play among children, driven by health-conscious parents and a cultural shift towards active lifestyles. Increasingly, parents are prioritizing physical health and outdoor experiences for their children, recognizing the importance of regular exercise and fresh air in promoting overall well-being. This trend has contributed significantly to the popularity of Outdoor & Sports Toys, positioning them as frontrunners in the North American toy market. As families become more aware of the dangers of sedentary lifestyles, the demand for toys that encourage active play has surged, reflecting a broader cultural movement toward health and fitness. The rise of digital media and screen-based entertainment has simultaneously sparked concerns among parents about the negative impacts of excessive screen time on children's physical and mental health. Outdoor & Sports Toys, including items like bicycles, scooters, sports equipment, and outdoor games, have become symbols of a healthy lifestyle and are viewed as essential tools for fostering both physical fitness and social development. Another critical factor contributing to the dominance of Outdoor & Sports Toys in the North American market is the diverse range of products available. From simple toys like frisbees and jump ropes to more complex equipment like skateboards and backyard sports sets, there is something for every age group and interest. This wide variety caters to different consumer preferences and ensures that children can find toys that suit their individual tastes and abilities, further driving market growth. The North American toy market has undergone significant transformations over the past decade, with the 9-15 age group emerging as a prominent segment driven by a unique blend of technological advancements, social dynamics, and evolving consumer preferences. As children transition from early childhood into their tween and teenage years, their interests and play behaviors evolve considerably. One of the most significant factors driving the popularity of toys among 9- to 15-year-olds is the rapid integration of technology into their daily lives. Unlike previous generations, today’s tweens and teens are digital natives, accustomed to smartphones, tablets, and online gaming. This comfort with technology has led to a demand for toys that incorporate interactive features, such as augmented reality (AR), coding kits, and smart devices that blend physical play with digital engagement. Brands that successfully integrate these elements not only attract attention but also create products that resonate with the tech-savvy sensibilities of this age group. For instance, STEM (Science, Technology, Engineering, and Mathematics) toys have gained traction, appealing to parents who want to encourage educational play that aligns with their children’s interests in technology and innovation. In addition to technological and social influences, there is also a significant cultural component to the interests of the 9-15 age group. This age segment is heavily influenced by popular culture, including movies, television shows, and online content. Licensing deals and collaborations with popular franchises—such as superhero films, animated series, and gaming platforms—have resulted in a plethora of toys and merchandise designed to captivate this demographic. Online retailers like Amazon, Walmart, and specialty toy sites such as Target.com and Toys "R" Us have become dominant players in the toy market. These platforms offer a vast selection of toys, often with detailed product descriptions, customer reviews, and competitive pricing. Many toy manufacturers have established their own e-commerce sites to sell directly to consumers. This allows brands to maintain control over their pricing, branding, and customer experience. Direct sales can foster brand loyalty, as companies can engage directly with their customers through newsletters, promotions, and personalized offers. Social media platforms like Instagram, Facebook, and TikTok have become powerful marketing tools. Brands leverage these platforms to showcase products through engaging content, influencer partnerships, and targeted advertisements. This approach not only drives sales but also helps brands connect with younger audiences and their parents. With the rise of mobile shopping, many retailers and brands have developed dedicated apps that enhance the shopping experience. These apps often feature exclusive deals, augmented reality (AR) experiences, and gamified elements to engage users, making the shopping process interactive and enjoyable. Traditional toy stores, big-box retailers, and department stores are still significant players in the toy distribution landscape. Chains like Walmart, Target, and local toy stores provide customers with the tactile experience of handling products before purchasing. Seasonal displays, in-store promotions, and knowledgeable staff can enhance the shopping experience and drive sales. Stores like Costco and discount retailers such as Dollar Tree offer toys at competitive prices, attracting budget-conscious consumers. Events like the American International Toy Fair provide manufacturers with opportunities to showcase their products to retailers, distributors, and the media. These fairs facilitate networking and can lead to new distribution agreements, expanding a brand's reach in both online and offline markets.

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Nikita Jabrela

Business Development Manager

The United States stands at the forefront of the North American toy market, driven by a combination of factors that collectively enhance its position. At the core of this dominance is the sheer size and diversity of its consumer base. With a population exceeding 330 million, the U.S. is home to a significant number of families with children. This demographic creates a substantial demand for toys, as each family seeks products that cater to various age groups, interests, and developmental needs. The diversity of the population also translates into a wide array of cultural preferences, which encourages manufacturers to innovate and produce a vast range of toy options that appeal to different audiences. The advanced retail infrastructure in the U.S. further solidifies its leadership in the toy industry. The country boasts a well-established network of brick-and-mortar stores, including large chain retailers, specialty toy shops, and department stores. These physical locations not only offer consumers the opportunity to see and interact with products before purchasing but also host events and promotions that enhance the shopping experience. Furthermore, the rise of e-commerce has revolutionized how toys are marketed and sold, with online giants like Amazon providing convenience and a vast selection. The integration of technology into retail, such as augmented reality experiences and personalized marketing, keeps American consumers engaged and informed, thereby boosting sales. Major companies present in the market Bandai Namco Entertainment Inc., Dream International Limited , Hasbro Inc., Jakks Pacific, Inc., The LEGO Group, Mattel, Brandstatter Group (Playmobil), Ravensburger, VTech, Kids II, Inc., K'Nex Industries Inc, Goliath Games Considered in this report • Geography: North America • Historic year: 2018 • Base year: 2023 • Estimated year: 2024 • Forecast year: 2029

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Aspects covered in this report • North America toy market with its value and forecast along with its segments • Country-wise toy market analysis • Various divers and challenges • Ongoing trends and developments • Five force models • Top profiled companies • Strategic recommendation Countries covered in the report • USA • Canada • Mexico By Product • Action Figures & ACC •Arts & Crafts •Building Sets •Dolls •Games/Puzzles •Infant/Toddler/Preschool •Youth Electronics •Outdoor & Sports Toys •Plush •Vehicles •Explorative & Other Toys By Age Group •0-8 years •9-15 years •15 years and above By Distribution Channel •Online •Offline The approach of the report: This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering, the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started, verifying the details obtained from secondary sources. Intended audience This report can be useful to Industry consultants, manufacturers, suppliers, associations & organizations related to pet care products industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.