The Toy Market | United States

The global toy market generates an annual revenue of USD 87.4 billion, with retail sales revenue from U.S. touching USD 20.36 billion. The overall toy market in the US is estimated to be worth around USD 26 billion as of the year 2016, showing a 5% growth from 2015 .

The leading categories of toys sold in the US comprise of games and puzzles (18%), followed by dolls (10%) and outdoor sport toys (10%). The United States is also the leading importer of toys, with a value of USD 31 billion in the year 2015. China accounts for almost 80% of the toy imports to the U.S.

Toys in North America are mainly sold through wholesale markets, which account for almost 50% of all sales. Three of the top five toy companies are based in the US, with the economic contribution of the toy industry to the U.S. economy estimated to be USD 80.26 billion (in the year 2015). Additionally, the American toy industry generated over 287,000 jobs in 2015.

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Mattel

  • Country : United States
  • Turnover : USD 5.45 billion
  • Position : Founded in the year 1945, Mattel owns popular toy brands including Fisher-Price, Barbie and Hot Wheels.

Lego

  • Country : Denmark
  • Turnover : USD 5.48 billion
  • Position : Founded in the year 1932, this privately-owned company offers Lego sets that include figurines and vehicles.

Namco Bandai

  • Country : Japan
  • Turnover : USD 5.45 billion
  • Position : This company was formed in the year 2006 following the merger of video game divisions Namco Ltd. and Bandai Co. Ltd.

Hasbro

  • Country : United States
  • Turnover : USD 5.09 billion
  • Position : Founded in the year 1923, Hasbro owns toy brands such as G.I. Joe, Pokémon and Transformers.

JAKKS Pacific

  • Country : United States
  • Turnover : USD 706 million
  • Position : Founded in the year 1995, this toy company is into design and licensing of dolls, figurines and electronics.

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