United States Toys Market Size, Trends & Growth 2025-2034

The United States toys market is poised for continued growth, driven by shifting consumer preferences, technological advancements, and the growing influence of digital and interactive play. As of 2024, the market is valued at nearly USD 38.20 billion and is projected to expand at a compound annual growth rate (CAGR) of 5.1% from 2025 to 2034, reaching an estimated value of USD 59.77 billion by 2034. In this blog post, we’ll explore the United States toys market in-depth, examining its overview, market size, trends, growth drivers, competitor analysis, and key forecasts for the future.

United States Toys Market Overview

The United States toys market encompasses a wide variety of products, from traditional dolls and action figures to high-tech toys, video games, and educational kits. Over the years, the toys market has evolved significantly, with a growing emphasis on technological innovations, licensed merchandise, and a focus on educational toys. Increasingly, toys are seen not only as entertainment but also as tools for learning, social interaction, and cognitive development.

United States Toys Market Size

In 2024, the U.S. toys market is expected to reach a value of approximately USD 38.20 billion. The market is projected to continue its upward trajectory with a CAGR of 5.1% between 2025 and 2034, eventually reaching an estimated market value of USD 59.77 billion by 2034. This consistent growth is driven by the increasing popularity of both traditional and innovative toy products, along with a rise in consumer interest in STEM (Science, Technology, Engineering, and Mathematics) toys, smart toys, and personalized play experiences.

E-commerce platforms, particularly online marketplaces, are expected to play an increasingly significant role in driving the market growth, as consumers increasingly seek convenience and variety when purchasing toys.

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United States Toys Market Trends

Several key trends are influencing the U.S. toys market, with technological advancements and consumer preferences shifting the landscape. Below are some of the most important trends:

Increased Demand for STEM Toys: Educational toys that promote learning in the fields of science, technology, engineering, and mathematics (STEM) are becoming increasingly popular. Parents and educators are seeking out toys that help children develop important skills while having fun, leading to the rise of coding kits, robotics toys, and interactive learning games.

Interactive and Smart Toys: Technologically advanced toys, such as smart toys and those powered by artificial intelligence (AI), are gaining traction. These toys offer interactive features such as voice recognition, augmented reality (AR), and mobile app connectivity, which allow for more immersive and engaging play experiences.

Sustainability and Eco-Friendly Toys: Consumers are becoming more eco-conscious, and this trend is also reflected in the toy industry. Manufacturers are responding by producing toys made from sustainable materials, such as biodegradable plastics, and creating products with minimal environmental impact. This includes a focus on recyclable packaging and reducing carbon footprints throughout the production process.

Digital Integration and Video Games: The integration of digital play with traditional toys is also on the rise. Many toy brands are merging physical toys with video games, creating hybrid experiences where children can interact with toys both offline and online. The growth of gaming consoles and mobile apps is fueling the popularity of toys that bridge the gap between digital and physical play.

United States Toys Market Segmentation

Product Type
Action Figures
Dolls
Educational Toys
Construction Sets
Video Games
Others

Age Group

0-2 Years
3-5 Years
6-8 Years
9-11 Years
12-14 Years
Others

United States Toys Market Growth

The U.S. toys market is poised for steady growth, supported by several key factors:

Changing Consumer Preferences: Modern parents are increasingly looking for toys that offer both fun and educational value. The rising interest in STEM toys, coding kits, and interactive educational products will contribute to market growth in the coming years. This trend aligns with broader educational and developmental goals.

Growing E-Commerce Sales: The shift toward online shopping is having a major impact on the toy industry. E-commerce platforms like Amazon and Walmart’s online store are facilitating easy access to a wide variety of toys, enabling consumers to purchase products from the comfort of their homes. The growth of online marketplaces and direct-to-consumer brands will continue to fuel market expansion.

Rising Popularity of Video Games and Digital Play: As children’s engagement with digital entertainment grows, the demand for video game-based toys and hybrid products that combine physical and digital elements is increasing. Video games, virtual reality, and augmented reality-based toys are expected to gain significant market share over the forecast period.

Economic Factors and Disposable Income: The growing disposable income in the U.S., coupled with a thriving economy, allows families to spend more on non-essential items, including toys. This is expected to drive increased spending in the toy sector, especially in premium and high-tech product categories.

Increased Focus on Sustainability: As eco-friendly products continue to gain traction, toy companies are incorporating more sustainable practices in their production processes. The demand for eco-friendly and sustainable toys is expected to grow as consumers become more environmentally conscious.

United States Toys Market Analysis

The U.S. toys market is highly competitive, with several large companies holding significant market shares. These companies focus on delivering innovative, high-quality products that appeal to a wide demographic of consumers. Key players are increasingly investing in digital transformation, leveraging e-commerce and online marketing strategies to engage customers and improve distribution channels.

Market dynamics also show a growing preference for customized and personalized toys, driven by advancements in 3D printing and AI technology. These innovations allow manufacturers to cater to the unique preferences of individual customers, offering products that are tailored to specific age groups, interests, or developmental stages.

Regional differences also play a role in shaping the toys market. While major urban centers in the U.S. tend to have higher toy sales, rural areas are catching up as e-commerce becomes more accessible and delivery logistics improve. Furthermore, the rise in the adoption of smart toys and digital products is more prominent in urban areas, where access to technology is greater.

United States Toys Market Forecast

The U.S. toys market is expected to grow at a CAGR of 5.1% between 2025 and 2034, reaching an estimated market value of USD 59.77 billion by 2034. Growth will be driven by key trends such as the increasing demand for STEM and smart toys, a shift toward digital and hybrid play experiences, and the rise of sustainability-focused consumer preferences.

The continued integration of technology into toys, including augmented reality (AR), virtual reality (VR), and AI, will continue to redefine the play experience for children. Additionally, the expanding use of digital platforms and mobile apps will serve as major drivers for this market, creating new revenue streams for toy manufacturers.

Competitor Analysis

The U.S. toys market is dominated by a few major players, including:

Mattel, Inc.: Mattel is one of the largest toy manufacturers globally and is known for its iconic brands such as Barbie, Hot Wheels, and Fisher-Price. The company continues to innovate by incorporating digital elements into its traditional toy lines and expanding its portfolio through licensing partnerships with major media franchises.

Hasbro, Inc.: Hasbro is another major player in the U.S. toys market, with well-known brands such as Monopoly, Transformers, and Nerf. The company has made significant strides in expanding its presence in the digital and interactive toys market, particularly through mobile apps and online gaming platforms.

LEGO Group: LEGO remains a dominant player, with its innovative construction sets appealing to children of all ages. The company has made major investments in incorporating digital technologies, including augmented reality, into its toy offerings, and its focus on educational and creative play continues to resonate with consumers.

Spin Master Corp.: Spin Master is known for its diverse portfolio of toys, including the popular PAW Patrol and Hatchimals brands. The company has also expanded into digital play and interactive toys, leveraging technology to offer engaging and immersive experiences.

Bandai Namco Holdings Inc.: Bandai is a key player in the toy and entertainment sector, with popular brands like Power Rangers and Tamagotchi. The company’s continued success in licensing and producing toys based on beloved media franchises contributes to its leading position in the U.S. market.

Others: Other notable players in the market include LEGO, VTech, and Crayola, all of which offer unique and highly sought-after toy products in various categories, from educational toys to creative play sets.

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