Retail sales of plush or soft toys in the U.S. from 2011 to 2019

Sales of plush animal toys in the United States have fluctuated over the past number of years. In 2019, retail sales of plush toys in the United States amounted to approximately 1.12 billion U.S. dollars. Outdoor and sports is the largest segment in the U.S. toy industry. This segment had sales of four billion U.S. dollars in 2019.

Plush toys

The U.S. toys and games market is a multi-billion dollar industry encompassing a wide range of items, such as board games, educational toys, dolls, and plush toys. Plush toys are a very common type of toy which are known by many names, such as stuffed toys, stuffed animals, plushies, soft toys or cuddly toys. Plush toys consist of an outer layer of textile fabric which is stuffed with a soft and flexible material. These toys come in many different forms, but they often resemble real animals such as bears, elephants, and giraffes. Plush toys also come in the form of entertainment characters or cartoon characters, which is part of the licensed merchandise market.

Who are the key players in the toy market?

There are several dominant players within the toy industry. Many of these companies have a diversified product offering, spread across the toys and gaming industry. Mattel, who have the well-known doll brand Barbie as part of their product offering, also manufacture and sell toy guns and plush toys, as well as many other types of toys and games.

Plush toy retail sales in the United States from 2011 to 2019

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Release date

February 2020


United States

Survey time period

2011 to 2020

Supplementary notes

Data for years prior to 2017 have been taken from previous releases.

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