U.S retail sales of toys 2005-2018

Toys retail sales revenue in the United States from 2005 to 2018 (in billion U.S. dollars)

This graph depicts the total revenue of the U.S. retail sales toys and games market from 2005 to 2018. In 2018, the total market value was 21.57 billion U.S. dollars. The toys and games market consists of total revenues generated through the sale of activity toys, dolls, games and puzzles, infant/toddler/pre-school toys, plush toys, vehicles and other toys.

Toy Industry

Play is a child's "work" and toys are the tools children use in play. Toys do more than entertain and keep children occupied. Properly chosen, they should aid a child's physical, mental, social and emotional development. Play is universally recognized as a vital part of learning and growing and, because toys are such an important ingredient of play, they are invaluable to a child's development into a mature, confident adult.

No less today than through the history of civilization, toys reflect the times and cultures and provide children with the tools that help them relate to the world in which they live. Today's toy manufacturers keep pace with the rapidly changing world and provide youngsters with correspondingly appropriate playthings for their enjoyment and to challenge their creativity and imagination.

Market growth is being fuelled by video, console and computer games, with the industry also benefiting from a growing adult consumer base as this group takes a greater interest in games as a popular leisure pursuit. Industry leaders are focusing their marketing efforts on older children and adults, with small children no longer considered the industry’s main target demographic.

While traditional toys and games are losing some degree of popularity in the face of competition from interactive and intelligent toys, this market segment continues to remain steady.

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This graph depicts the total revenue of the U.S. retail sales toys and games market from 2005 to 2018. In 2018, the total market value was 21.57 billion U.S. dollars. The toys and games market consists of total revenues generated through the sale of activity toys, dolls, games and puzzles, infant/toddler/pre-school toys, plush toys, vehicles and other toys.

Toy Industry

Play is a child's "work" and toys are the tools children use in play. Toys do more than entertain and keep children occupied. Properly chosen, they should aid a child's physical, mental, social and emotional development. Play is universally recognized as a vital part of learning and growing and, because toys are such an important ingredient of play, they are invaluable to a child's development into a mature, confident adult.

No less today than through the history of civilization, toys reflect the times and cultures and provide children with the tools that help them relate to the world in which they live. Today's toy manufacturers keep pace with the rapidly changing world and provide youngsters with correspondingly appropriate playthings for their enjoyment and to challenge their creativity and imagination.

Market growth is being fuelled by video, console and computer games, with the industry also benefiting from a growing adult consumer base as this group takes a greater interest in games as a popular leisure pursuit. Industry leaders are focusing their marketing efforts on older children and adults, with small children no longer considered the industry’s main target demographic.

While traditional toys and games are losing some degree of popularity in the face of competition from interactive and intelligent toys, this market segment continues to remain steady.

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Release date: February 2019

Region: United States
Survey time period: 2005 to 2018
Supplementary notes: * When factoring up to 100% for a total market figure, NPD estimates the U.S. market size for the total toy industry to be in the $28 billion range in 2018.