Executive Summary

Jun 2019
Significant growth for video games offsets stagnancy in traditional toys and games

Toys and games continued to see significant current value growth in the US in 2018, driven solely by video games. As there is a continuing trend of children and adults alike moving towards video games for entertainment, this shift in interest led traditional toys and games to see a stagnant performance.

Collectibles and licensing remain bright spots in traditional toys and games

As video games become increasingly popular amongst both children and adults in the US, categories within traditional toys and games which traditionally attracted boys lost share to video games. However, traditional toys and games oriented to girls or adults excelled in 2018.

Leading players and successful strategies

The leading players in traditional toys and games in 2018 remained Mattel and Hasbro, although Mattel re-took the lead, which Hasbro held in 2017. These players both have several brands available, although it was actually Lego which held the lead in traditional toys and games in brand terms in 2018.

A new era of distribution in toys and games

The biggest headline in toys and games in 2018 was the end of Toys “R” Us. Operating for over 70 years, the retailer closed all its locations in the US.

Continued growth for traditional toys and games and video games

Toys and games is expected to continue to see current value growth in the forecast period, with growth expected in both traditional toys and games and video games. Within traditional toys and games, dolls and accessories is expected to see particularly strong growth, continuing the trend from 2018, mainly due to licence partnerships.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Toys and Games industry in USA with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Toys and Games industry in USA, our research will save you time and money while empowering you to make informed, profitable decisions.

The Toys and Games in USA market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic values and company shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Toys and Games in USA?
  • What are the major companies USA?
  • How was toys and games affected by the global recession?
  • Which product categories performed best in the last year?
  • What are the new any safety regulations affecting the industry?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Toys and Games market research database.

Toys and Games in the US

EXECUTIVE SUMMARY

Significant growth for video games offsets stagnancy in traditional toys and games
Collectibles and licensing remain bright spots in traditional toys and games
Leading players and successful strategies
A new era of distribution in toys and games
Continued growth for traditional toys and games and video games

MARKET DATA

Table 1 Sales of Toys and Games by Category: Value 2013-2018
Table 2 Sales of Toys and Games by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Toys and Games: % Value 2014-2018
Table 4 LBN Brand Shares of Toys and Games: % Value 2015-2018
Table 5 Distribution of Toys and Games by Format: % Value 2013-2018
Table 6 Forecast Sales of Toys and Games by Category: Value 2018-2023
Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Traditional Toys and Games in the US

HEADLINES

PROSPECTS

The departure of Toy “R” Us
Population trends affect sales
Digital consumption drives growth

COMPETITIVE LANDSCAPE

Dinosaurs are back, and better than ever
LEGO Group’s turnaround
Spin Master continues to diversify

MARKET DATA

Table 8 Sales of Traditional Toys and Games by Category: Value 2013-2018
Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2013-2018
Table 10 Sales of Traditional Toys and Games by Demographic: % Value 2013-2018
Table 11 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2013-2018
Table 12 Sales of Traditional Toys and Games by Electronic vs Non-Electronic: % Value 2013-2018
Table 13 NBO Company Shares of Traditional Toys and Games: % Value 2014-2018
Table 14 LBN Brand Shares of Traditional Toys and Games: % Value 2015-2018
Table 15 Distribution of Traditional Toys and Games by Format: % Value 2013-2018
Table 16 Forecast Sales of Traditional Toys and Games by Category: Value 2018-2023
Table 17 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2018-2023
Table 18 Forecast Sales of Traditional Toys and Games by Demographic: % Value 2018-2023
Table 19 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2018-2023

Video Games in the US

HEADLINES

PROSPECTS

Free to play and in-game purchases are preferred
AR/VR headsets grows as new and cheaper models are offered
Battle Royale genre proves popular amongst consumers in 2018

COMPETITIVE LANDSCAPE

Activision Blizzard leads video games software, despite share decline
Epic Games sees strongest increase, thanks to Fortnite
E-sports’ popularity boosts sales of Fortnite

MARKET DATA

Table 20 Sales of Video Games by Category: Value 2013-2018
Table 21 Sales of Video Games by Category: % Value Growth 2013-2018
Table 22 NBO Company Shares of Video Games: % Value 2014-2018
Table 23 LBN Brand Shares of Video Games: % Value 2015-2018
Table 24 NBO Company Shares of Video Games Hardware: % Value 2014-2018
Table 25 LBN Brand Shares of Video Games Hardware: % Value 2015-2018
Table 26 NBO Company Shares of Video Games Software: % Value 2014-2018
Table 27 LBN Brand Shares of Video Games Software: % Value 2015-2018
Table 28 Distribution of Video Games by Format: % Value 2013-2018
Table 29 Distribution of Video Games Hardware by Format: % Value 2013-2018
Table 30 Distribution of Video Games Software by Format: % Value 2013-2018
Table 31 Distribution of Video Games Software (Physical) by Format: % Value 2013-2018
Table 32 Distribution of Video Games Software (Digital) by Format: % Value 2013-2018
Table 33 Forecast Sales of Video Games by Category: Value 2018-2023
Table 34 Forecast Sales of Video Games by Category: % Value Growth 2018-2023