2025 Developments
Toys and games in the US demonstrated strong momentum in 2025, achieving value growth of 4% in current terms and reaching USD82,350 million, a rate that more than doubled the region’s real GDP growth and highlighted the attractiveness of this space for both established and emerging players. The environment is defined by rising adult engagement and digital transformation, with adult self-purchase and nostalgia fuelling premiumisation, collector-led demand, and repeat purchasing, while video games capitalise on ecosystem expansion and digital-first business models. To succeed, companies must focus on premium, IP-driven innovation, harness omnichannel retail and digital marketing, and optimise portfolios for collector engagement and rapid sell-through, as value creation increasingly depends on the convergence of digital content, collectability, and experiential retail.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Traditional Toys and Games
- Video Games
If you're in the Toys and Games industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toys and Games in USA report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Toys and Games in USA?
- Which are the leading brands in Toys and Games in USA?
- How are products distributed in Toys and Games in USA?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in USA?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Toys and Games in the US
2025 Developments
Key Data Insights
Lego and Pokémon Fuel Premium and Collector Demand
Adult Collectors and Digital Platforms Reshape Value Growth
Nintendo and Sony Anticipated to Accelerate Digital-First Strategies to Drive Value Growth
Pokémon and Lego Expected to Boost Premiumisation through Collector Engagement
Lego Group and Mattel Inc Drive Premium Gains as New Launches Reshape Leadership
Amazon and Dtc Brands Drive Online Dominance with Exclusive Releases
Social Commerce and "Retailtainment" Fuel Rapid Channel Evolution
Acquisition and Brand-Extension Strategies Drive Innovation
Scopely and Spin Master Exemplify Recent Product Moves
Business Impact Rebalances Share and Margins
Traditional Toys and Games in the US
Key Data Insights
Traditional Toys and Games Summary
Pokémon Drives Phygital Collecting, Sparking Renewed Value Growth
Lego Reimagines Construction, Capturing Adult Demand for Display Value
Melissa and Doug Anchors Screen-Free, Learning-Led Play for Families
Lego Anticipated to Target Adults with Premium Construction Sets to Drive Value Growth
Mattel and Hasbro Expected to Leverage Nostalgia and Licensing to Expand Cross-Generational Demand
Lego Group Leverages Cross-Generational Demand to Expand Its Lead
Spin Master and Ravensburger Usa Inc Target Collectors and Learning-Led Play
Amazon and Mass Merchants Capture Share as E-Commerce Outpaces Offline Retail
Experiential Retail and Cross-Brand Partnerships Attract Kidults and Collectors
Digital Integration Anchors Repeat Spending
Recent Innovation Highlights Cross-Generational Formats
Business Impact Reshapes Pricing and Channel Strategy
Video Games in the US
Key Data Insights
Video Games Summary
Sony and Microsoft Accelerate Digital Spend and Subscription Growth
Nintendo Triggers Short-Lived Hardware Rebound with New Launch
Subscription Models Reshape Spending but Value Perception Remains Key
Sony, Nintendo and Microsoft Anticipated to Deepen Digital Ecosystems to Drive Recurring Spend
Digital Distribution and Ecosystem Retention Expected to Reshape the Future of Video Games
Nintendo of America and Sony Interactie Entertainment Anchor Ecosystem Loyalty
Nintendo Switch 2 and Major Software Launches Reshape Consumer Engagement
Retail E-Commerce Outpaces Physical Stores as Digital Spending Surges
Digital Storefronts Redefine Product Discovery and Monetisation
Creator-Led Social Commerce Compresses Discovery and Purchase Cycles
Live-Service and Mobile-First Models Steer Product Innovation
Indie Curation and Influencer-Led Discovery Carve Out New Niches
Business Impact Reframes Competition and Value Pools
Country Reports Disclaimer
The following categories and subcategories are included:
Toys and Games
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- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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Toys and Games
This is the aggregation of traditional toys and games and video games.
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This report originates from Passport, our Toys and Games research and analysis database.
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