USA Toy Market Research Report, 2029

Toys play a significant role in developing children's minds by enhancing their thought processes and decision-making capacity. The toy industry has been evolving for years and is experiencing exponential growth in the United States. This growth is primarily due to the increasing birth rate and the high disposable income among its citizens. Thus, a growing number of dual-income households with both parents working tend to equate their absence with many toys and gifts for their kids while they are with their nannies. Moreover, doting parents are actively involved in their children's mental, physical, and emotional development. Besides, a toy is an object used for entertainment since prehistoric times. The demand for toys has risen in the United States due to concern over the safety of the raw materials utilised in building toys. Parents and educators gradually pick up green toys made of eco-friendly natural fabrics like clay, wood, plastic, etc. The United States has government regulations and safety standards in place to ensure the safety of toys. The main agency responsible for regulating toys in the USA is the U.S. Consumer Product Safety Commission (CPSC). The CPSC has established guidelines and requirements that toy manufacturers, importers, and distributors must adhere to. Here are some key regulations and standards, which include the Consumer Product Safety Improvement Act (CPSIA), ASTM F963, Small Parts Regulation, Toy Safety Certification, and Labelling Requirements. The increasing personal disposable income and rising middle-class population are notably driving market growth, although factors such as the growing popularity of digital games and e-games may impede it. Digital and electronic games are replacing traditional toys such as construction toys. Sales of traditional toys are hindered by low consumer loyalty to traditional toys, including construction toys, and the introduction of various popular motion sensor games on digital gaming platforms. The number of mobile games is likely to increase during the forecast period due to the increasing use of smartphones. According to the research report "United States of America (USA) Toy Market Research Report, 2029," published by Actual Market Research, the United States of America (USA) Toy market is anticipated to grow at more than 3.95% CAGR from 2024 to 2029. First, there is an increasing demand for educational toys, as parents prioritize products that promote learning and cognitive development for their children. Additionally, the commercialization of popular media—such as movies and TV shows—into toys has created significant market opportunities, allowing children to engage with their favorite characters through play. Furthermore, there is a growing preference for "Made in USA" toys, which not only supports local economies but also offers advantages like faster shipping and lower costs compared to imports. The popularity of outdoor and sports toys is also on the rise, fueled by investments in recreational facilities that encourage physical activity among children. Major companies like Mattel Inc., Hasbro Inc., Spin Master Corp., Funko Inc., LEGO Group, Vtech, Nerf, Ravensburger, and Nintendo are mainly focusing on expanding their overall product portfolio through regular product innovation activities in the United States. The shift towards online sales has transformed the landscape of toy retailing, with many consumers opting for e-commerce platforms, a trend that was accelerated by the COVID-19 pandemic. Collectively, these factors position the U.S. toy market for continued growth, highlighting the evolving preferences of consumers and the importance of innovation within the industry. By Products, the Outdoor & Sports Toys dominates the market; this category includes toys designed for outdoor play and physical activity, such as bicycles, scooters, skateboards, and sports equipment. These toys promote an active lifestyle, encourage exercise, and foster social interaction among children. The demand for outdoor and sports toys has been steadily increasing in the U.S., driven by parents' desire to encourage their children to spend more time outdoors and engage in physical play. Explorative & Other Toys segment has a significant growth in the market that encompasses a wide range of toys that stimulate curiosity, creativity, and imagination. It includes science kits, arts and crafts supplies, musical instruments, and role-play sets. Explorative and other toys help children develop critical thinking skills, problem-solving abilities, and self-expression. The growing emphasis on STEM (Science, Technology, Engineering, and Mathematics) education has further fueled the demand for these types of toys, as they provide hands-on learning experiences that complement classroom instruction. Building sets, such as LEGO and K'Nex, have long been a staple in the U.S. toy market. These toys encourage creativity, problem-solving, and fine motor skills development. Building sets allow children to construct various structures, vehicles, and characters, fostering their imagination and spatial awareness. Dolls have been a beloved toy category for generations, and their popularity continues in the U.S. toy market. Dolls come in various sizes, styles, and themes, catering to different age groups and interests. The increasing diversity in doll representation, with dolls featuring different ethnicities, abilities, and body types, has made the category more inclusive and reflective of the changing demographics in the U.S.

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In USA, For the 0-8 years age group, toys are primarily focused on developmental needs. Infants and toddlers (0-3 years) require toys that enhance sensory play and motor skills, such as rattles, plush toys, and activity gyms. As children progress to preschool (3-5 years), the emphasis shifts to fostering creativity and social skills through toys like building sets, dolls, and arts and crafts supplies. This age group benefits from educational toys that promote learning through play, reflecting a growing trend among parents to invest in products that support cognitive development. The 9-15 years demographic encompasses pre-teens and teenagers who seek more sophisticated play experiences. This group shows a preference for toys that combine entertainment with skill development, such as advanced construction sets, scientific experiment kits, and video games. The influence of technology is evident here, with many children gravitating towards interactive and digital play options that encourage social interaction and creativity. Collectibles also gain popularity in this age range, with trading cards and action figures from popular media franchises appealing to their interests. The 15 years and above segment has recently emerged as a significant consumer group in the toy market. Adults are increasingly purchasing toys for personal enjoyment, nostalgia, or as collectibles. This demographic often seeks sophisticated products like drones, robotics kits, and board games with strategic elements. The trend has been fueled by a cultural shift where adults engage with toys for relaxation and socialization, particularly during the pandemic when many rediscovered the joy of play. Collectible items such as Lego sets and action figures have become particularly popular among this age group. With a growing emphasis on science, technology, engineering, and mathematics (STEM) education, many startups have emerged to create toys that promote learning in these areas. Companies like LittleBits, Makey, and Snap Circuits offer innovative electronic building kits that encourage children to explore STEM concepts through hands-on play. Furthermore, startups like KiwiCo and Bitsbox offer subscription-based services that deliver educational and age-appropriate toys, STEAM projects, or coding activities to children on a monthly basis. Additionally, with a focus on sustainability and reducing waste, some startups have emerged with toy-sharing platforms. These platforms, such as ToyCycle and Pley, allow parents to rent or exchange toys instead of buying new ones, promoting a more circular economy and reducing environmental impact. Startups like MakieLab and My Friend Huggles enable children to personalise and design their own toys. They offer online platforms where kids can customise features such as appearance, clothing, and accessories, allowing for a unique and individualised play experience. Based on the sales channel, the United States toys market includes online and offline. Offline sales channels segmented into department stores, toy and hobby stores, hypermarkets, and others are perfect sales channels for marketing toys in the United States, as shopping at the weekends is a popular choice for many families. Amazon.com is leading the toys and baby e-commerce market in the U.S., followed by Walmart.com. Third place is taken by Target.com. There are numerous independent toy stores across the United States that offer a curated selection of toys and unique items. Walmart, Target, Kmart, and Party City are some well-known offline distributors in the USA. Although Toys "R" Us filed for bankruptcy in 2017 and closed many of its stores, the company has reopened some locations under new ownership and continues to operate as a toy retailer.

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Nikita Jabrela

Business Development Manager

Considered in this report • Geography: United States of America • Historic year: 2018 • Base year: 2023 • Estimated year: 2024 • Forecast year: 2029 Aspects covered in this report • United States of America toy market with its value and forecast along with its segments • Various divers and challenges • Ongoing trends and developments • Five force models • Top profiled companies • Strategic recommendation 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

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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 kit. The secondary research consists of third party sources such as press Releases, annual report of companies, analysing 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.