Toys & Games - United States

  • United States
  • In 2024, the revenue in the Toys & Games market in the United States is estimated to be €37.2bn.
  • This market segment is projected to experience an annual growth rate of 3.87%, as measured by the compound annual growth rate (CAGR) from 2024 to 2028.
  • The United States leads the global comparison in terms of revenue, with €37.2bn expected in 2024.
  • When considering the population size, each person in the United States is estimated to generate €108.80 in revenue in 2024.
  • The United States is experiencing a surge in demand for educational toys and games, as parents prioritize learning and development for their children.

Key regions: United States, Worldwide, United Kingdom, India, Asia

Comparaison de régions

Analyst Opinion

In 2022, the Toys & Games market experienced a steady growth, primarily driven by increased consumer disposable income and a resurgence in demand for traditional toys and games. The market saw a notable shift in preference, with classic toys, board games, and educational toys regaining popularity among consumers. Overall, the Toys & Games market generated a total revenue of US$122.90 billion in 2022, reflecting a 2.9% increase from the previous year's revenue of US$119.50 billion.

The market is dominated by well-established companies such as Hasbro, Mattel, LEGO Group, and Spin Master. These industry leaders hold significant market shares in various product categories, including action figures, dolls, board games, puzzles, and construction sets. Additionally, niche toy manufacturers are emerging, catering to specific interests and segments of the market, adding diversity to the industry landscape.

Looking ahead, several trends are expected to shape the growth of the Toys & Games market. The rising popularity of educational toys that promote STEAM (Science, Technology, Engineering, Arts, and Mathematics) learning is set to drive demand, as parents and educators increasingly seek toys that combine fun and learning. Furthermore, eco-friendly, and sustainable toys are gaining traction as consumers become more environmentally conscious, leading to an increased focus on responsibly sourced materials and manufacturing processes. Licensing agreements with popular franchises and characters from movies, TV shows, and books will continue to be a key strategy for toy manufacturers to leverage brand recognition and drive sales. Moreover, with the proliferation of e-commerce and online retail channels, the accessibility of Toys & Games has expanded, allowing consumers to explore a diverse range of products and make purchases conveniently from their homes. Given these trends, the Toys & Games market is poised for further growth in the coming years.


Data coverage:

The data encompasses B2C enterprises. Figures are based on consumer spending on goods people buy for their leisure activities and hobbies.

Modeling approach:

Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use in-house market research, national statistical offices, international institutions, trade associations, third-party studies, and survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending, and household number. This data helps us estimate the market size for each country individually.


In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, exponential trend smoothing is well suited for forecasting the Toys & Hobby market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year.

Vue d’ensemble

  • Revenue
  • Key Players
  • Analyst Opinion
  • Sales Channels
  • Global Comparison
  • Methodology
  • Key Market Indicators
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