Content of the study:
The toy market - United States

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1.2 Introduction

Toy is defined as an object, often a small representation of something familiar, as an animal or person, for children or others to play with. Children’s products pertain to consumer products which are designed or intended primarily for children 12 years of age or younger.This market will take in consideration the producion and retail of them in the USA. 

Perceived to hone the early cognitive development and creativity of children during playtime, toy products – ranging from vast categories of action figures, arts and crafts, battling toys, collectible toys, costume and dress up dolls, mini playsets, educational toys, games and puzzle, infant toys, models, musical instruments, outdoor seasonal toys, sports toys, ride-ons, powered vehicles, to youth electronics (such as robotics or drones) – continue to be high-demand products among parents and kids alike.

The world market was valued 104.2 billions of dollar in 2021 and it projected to grow with up to $230.64 billion by 2028 at a CAGR of 7.30% in the forecast period, 2021-2028. China has been the world’s largest manufacturer and exporter of children’s products and toys for a few decades, accounting for almost 80% of the global toy supply. 

The toys market in the USA is worth 34.27 billions dollar in 2021 and it is projected to grow up to 46.18 billions dollars in 2027. The toy industry has been evolving for years and is experiencing exponential enlargement in the United States. This growth is primarily due to increasing birth rate and the high disposable income among its citizens. Thus, a growing number of dual-income households have both parents working tend to equate their absence with many toys and gifts for their kids while they are with their nannies. 

The demand for toys has risen in the United States due to concern over the safety of the raw materials utilized in building toys. Parents and educators gradually pick green toys made of eco-friendly natural fabrics like clay, wood, plastic, etc. The USA is the birth place of many well- known toys brand such as Fisher-Price, Barbie, Nerf and Hasbro that are sold all over the world. 

1.2 Global market

The global toys market reached a value of US$ ***.* Billion in **** and the market is expected to reach a value of US$ ***.* Billion by **** exhibiting a CAGR of **.*% during ****-****. 

Global toys market value World, ****-****, billions of $ Fonte: Toyassociation, Imarc

By value, the world’s top * most lucrative exporters for ...

1.3 USA Market

The toy industry is a powerful economic engine helping to fuel the U.S. economy. The toy industry’s annual total economic impact in the U.S. is $***.* billion (***) each year.

U.S. market size for the total toy industry for **** is approximately $**.* billion, representing a **.*% increase vs **** according to The ...

Import & Export

As said it before, the USA is the *th country for exportation of toys in the world. 

From **** to **** the number of imports have been gradually increased, in particular, from **** to **** , it has increased by **%, while it has been increased by **% from **** to ****. The export have been stable, around * billions dollars. ...


2.1 Demand that depends on demographics

The market of toys strongly depends on the demographics of a country and the purchase power of the parents. 

In the USA the number of newborn has been kept constant,with in between *.* and *.* babies born every year. The most fertile year has been the **** with *.** millions and it has also ...

2.2 Seasonal market

The market of toys is highly seasonal, especially the sales increases during the holiday season. 

The first seasonal factor affecting toys and games is the weather in each season. The weather will affect the percentage of indoor vs outdoor products that are sold.Outdoor toys and games will be sold during ...

2.3 Toys facts in the U.S.A.

According to the research made by Premium Joys, children in the US plays on average with * to ** toys according to their parents, so children don’t seem to need as many toys as we may think. The majority of US kids (***) play with a maximum of ** toys out of their whole ...

2.4 Latest trends


According to the research comnducted by Mintel,  nearly * in ** parents say they worry about the world their kids are growing up in. Parents hoping to find toys that children want — and reflect the diversity of humans — will find more choices than ever.  More and more companies are trying to ...


3.1 Value Chain

3.2 Production

According to the United Sates Census, in ****, the number of firms with the NACIS ***** "Doll, Toy and Game Manufacturing" was *** and was employing **** people. 

The number of firms has been slightly descresed since **** by -*.*%. going from *** firms to ***. 

Number of toys manufactures in the USA USA, ****-****, number Source: ****

As ...

3.3 Distribution

The distribution of toys can happen through big retailers store, small family retails or even big supercenter, like Target. In between the specialized retailers it is possible to find brand-ones, like American Girl that resells its own product, the American Girl doll, or general ones, like Toys R Us. 

According to ...


4.1 Types of toys

Source: ****

4.2 Prices & expense

The variety of products is reflected also in their prices, which can vary for couples of dollars to thousands, depending on the type of toys, the brand of it, if it is a limited edition etc... 

To give an idea about the prices, following are reported the prices of the toys ...


5.1 Regulation


All toys intended for use by children ** years of age and under must be third party tested and be certified in a Children’s Product Certificate as compliant to the federal toy safety standard enacted by Congress, and to other applicable requirements as well.

From initial toy concept to final ...


6.1 Market segments

  • Target
  • Walmart
  • Mattel
  • MGA Entrateinment
  • Bandai Namco
  • Fisher Price
  • Hot Wheels
  • Barbie
  • Toy R Us
  • Lego

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Reviews (5)

Reviews (5)

The performing arts market - France

Publicado en 22/09/2022 by Anais Reteux

Etude généraliste mais très bien réalisée du marché du spectacle vivant dont on trouve assez peu d'analyse aussi complète.

Businesscoot Response:

Merci infiniment Anaïs pour votre retour. Nous sommes ravis d'avoir été à la hauteur de vos attentes!

The holiday rental market - France


I am very satisfied with the contents of the study which will come to enrich my file of request for financing for a project related to the seasonal hiring

The board game market - France

Publicado en 13/01/2022 by Nicolas Silvani - LudoTech

A good overview of the market that doesn't neglect new market developments and at an affordable price. I am interested in a more in-depth study of new trends and players.

Businesscoot Response:

Hello Nicolas, Thank you for your feedback and we are delighted that this study has given you a good overview of the market.

The board game market - France

Publicado en 15/12/2021 by Client anonyme - Ce client a souhaité rester anonyme

Very useful

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The board game market - France

Publicado en 14/12/2021 by Client Anonyme - Ce client a souhaité rester anonyme

Etude sérieuse avec de bonnes références.

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Merci pour votre retour et la confiance accordée :)

Customer cases and references

Customer cases and references
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