Toys and Games in the US

Traditional toys growth continues to slow as video games sales surge

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.

Hometainment trend in response to pandemic accelerates digital shift

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 revenue boosted by Switch console offerings

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.

E-commerce increasingly key to omni-channel sales strategy

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.

Rising demand for video games to continue driving growth

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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