Toys and Games in the US

Video games leads toys and games in the US in 2017

Toys and games continued to grow in the US in 2017, as mixed results within traditional toys and games were more than offset by strong growth in video games. Traditional toys and games was buffeted by headwinds such as the bankruptcy of Toys “R” Us and the poor performance of LEGO Group, offset by growth in collectable toys, with products such as LOL Surprise! Video games, meanwhile, was buoyed by the successful introduction of the Nintendo Switch in March.

Collectibles remains a bright spot in traditional toys and games

One of the most important trends across toys and games in the US in 2017 was the continued success of collectibles. With existing brands such as Shopkins from Moose Enterprises, Hatchimals from Spin Master and Funko Pop! from Funko continuing to post value growth, collectibles received a further boost in 2017 from an influx of incredibly successful new brands, such as LOL Surprise! from MGA Entertainment and Fingerlings from WowWee Group.

Nintendo rebounds thanks to the success of Nintendo Switch

Following largely disappointing results after the release of the Wii U, Nintendo of America looked to re-establish its position within static consoles in 2017 with the Nintendo Switch. This console was well-received following its launch, due to its hybrid format of static console and hand-held gaming, as well as a strong list of new games for the system.

The closure of Toys “R” Us highlights a shift in distribution

The ongoing migration of consumers away from bricks-and-mortar distribution channels towards internet retailing is the single most important trend impacting the entire US retail landscape, as consumers are increasingly attracted by the unmatched convenience and unrivalled product selection that e-commerce provides. In 2017, this embrace of internet retailing had the most substantial impact seen yet on toys and games in the US, as retail value sales purchased online posted double-digit growth at current prices.

Toys and games set to see steady growth through to 2022

Despite the loss of Toys “R” Us in 2018, toys and games as a whole is expected to see a positive performance in value terms at constant 2017 prices in the forecast period to 2022. Whilst traditional toys and games is expected to see only slow growth in 2018, video games is expected to see a much better performance, mainly due to the continued growth of Nintendo Switch.

Files are delivered directly into your account within a few minutes of purchase.