United States Toys Market Size, Share & Growth Forecast Report (2025–2033)

Published by: Renub Research

Market Overview

The United States Toys Market is projected to reach US$ 42.93 Billion by 2033, growing from US$ 29.23 Billion in 2024, with a CAGR of 4.40% during 2025–2033. The U.S. remains a global leader in toy consumption, driven by demand for interactive, educational, and character-based toys.

Technological innovation, rising awareness of early childhood development, and cultural emphasis on gifting during festivals have driven the sector’s continuous evolution.

1. Market Outlook: What Makes Toys Timeless in the U.S.?

Toys in the U.S. are more than playthings—they are tools of learning, creativity, and bonding. They range from classics like dolls and puzzles to advanced AI-driven smart toys.

Factors such as:

• Growing U.S. child population (74.6 million in 2024)
• Licensing from major franchises (Disney, Marvel, Star Wars)
• Increased parental spending on educational toys

...are shaping the market’s robust performance.

2. Growth Drivers in the U.S. Toys Market

A. Rise of STEM-Based Educational Toys

STEM toys are encouraging cognitive development and future-readiness in children. Brands like Toycra’s OpenEnded range and Ms. Rachel’s sensory toy kits are examples of innovation blending fun and learning.

B. Digital & Interactive Toy Integration

Toys are increasingly adopting AR, AI, and robotics, appealing to tech-savvy Gen Alpha. This includes educational kits, programmable robots, and toys that sync with apps.

C. Franchise-Based & Collectible Toys

High demand for IP-based toys tied to movies, comics, and games ensures repeat purchases. Hasbro’s Playskool line, Marvel action figures, and Disney dolls are consistent market drivers.

3. Challenges in the U.S. Toys Industry

A. Supply Chain Disruptions

U.S. dependency on overseas manufacturing makes the market vulnerable to global shipping delays, raw material shortages, and rising costs, especially during holiday seasons.

B. Regulatory and Safety Hurdles

Strict U.S. regulations (like ASTM F963) demand non-toxic, safe, and age-appropriate designs. Compliance can be difficult for small players and frequent recalls can damage brand trust.

New Publish Reports

4. Key Toy Categories Analysis

A. Action Figures & Accessories

Driven by fandom and collectibles, this segment sees steady growth. Kids and adults alike seek figures from Transformers, Marvel, and Star Wars—often sold with playsets and accessories.

B. Dolls Market

Barbie continues to dominate, but the trend is toward inclusivity and diversity—dolls with different ethnicities, body types, and disabilities are empowering representation in play.

C. Games & Puzzles

Families seek non-screen bonding time, contributing to the popularity of board games, card games, and strategy puzzles. This category appeals across ages and is surging post-pandemic.

5. U.S. Toy Retail Landscape

A. E-commerce Segment

Retailers like Amazon, Walmart, and Macy’s (with Toys"R"Us) are leveraging online platforms for toy sales, especially during seasonal campaigns. Digital sales benefit from convenience, variety, and user reviews.

Example: Macy's launched Geoffrey’s Hot Toy List 2024 featuring exclusive collaborations and franchise toys, strengthening its retail appeal.

B. Specialty Toy Stores

Independent brands offering handcrafted, eco-friendly, or educational toys are gaining popularity. Stores like Melissa & Doug appeal to parents seeking developmental play value over mass-market products.

6. Segmentation Overview

By Product Type

1. Action Figures & Accessories
2. Arts & Crafts
3. Building Sets
4. Dolls
5. Explorative & Others Toys
6. Games/Puzzles
7. Infant/Toddler/Preschool Toys
8. Outdoor & Sports Toys
9. Plush
10. Vehicles
11. Youth Electronics

By Sales Channel

1. E-commerce
2. Specialty
3. Discounters
4. Department Stores
5. Others

7. Leading Players in the U.S. Toys Market

Each company is profiled based on:

• Overview
• Recent Developments
• Revenue

Key Companies:

1. Mattel Inc.
2. Hasbro Inc.
3. LEGO Group
4. Spin Master Corp.
5. VTech
6. Nintendo Company Ltd.
7. Funko Inc.
8. JAKKS Pacific

8. Forecast Highlights (2025–2033)

9. Strategic Opportunities

• Expand Local Manufacturing to overcome import bottlenecks.
• Invest in IP Licensing to capture pop culture-driven segments.
• Develop Inclusive Toy Lines to appeal to socially conscious consumers.
• Integrate AR/VR Capabilities to future-proof digital toy lines.

10. Key Questions Answered

1. What is the projected market size of the U.S. toys market by 2033?
2. Which toy segments are driving market growth?
3. How are STEM and educational toys shaping consumer preferences?
4. What is the role of technology in transforming traditional play?
5. What are the major challenges in toy manufacturing and supply?
6. How are regulatory requirements impacting product innovation?
7. What is the market potential of franchise-based and collectible toys?
8. How has e-commerce changed toy purchasing behavior in the U.S.?
9. Which companies are leading the U.S. toy market and why?
10. What are the emerging trends in specialty and sustainable toys?

Source: Renub Research