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Learn moreAug 2020
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The traditional toys segment has been growing slowly in the US compared to video games. The most impactful growth came from action figures, dolls, and educational toys.
In 2019, consumers continued to embrace adoption of technology, streaming options, extended screen time, and constant product innovation in categories such as construction and educational and STEM toys. Consequently, this trend will continue to fuel further digital integration within toys and games.
Nintendo, through its Switch handheld and static consoles, has vaulted itself into the leading position in terms of toys and games revenue. The company continues to benefit from the release of new games as well as active marketing efforts supporting Nintendo across markets.
Consumers in the US have been shifting towards e-commerce across various platforms, including e-tailers, dedicated shopping sites by key retailers, click and collect, and social media. At the same time, a large number of respondents to Euromonitor International’s consumer lifestyle and digital survey, conducted in the midst of the pandemic, still shop in physical stores, including for tech categories such as consumer electronics.
As economies and incomes as well as the retail environment recover, global demand for toys and games is expected to strengthen, leading to an improved sales trend from 2021 onwards. Certain categories in traditional toys, including action figures, dolls, educational products, and games & puzzles, are expected to perform well, building off of their value-added product offerings.
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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.
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This industry report originates from Passport, our Toys and Games market research database.
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.