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Traditional Toys and Games in the US

Publisher Euromonitor International
Published Jun 03, 2025
Length 23 Pages
SKU # EP20081067

Description

In 2024, traditional toys and games in the US saw a slight current value decline, although this was an improvement from the growth rate the previous year. Media releases and cross-generational appeal influenced brand performance, particularly in action figures and accessories, and construction. Retail e-commerce grew, although omnichannel strategies became more important, as physical stores remained relevant. Concentration increased, with the top companies accounting for over half of value sales...

Euromonitor International's Traditional Toys and Games in USA report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Action Figures and Accessories, Arts and Crafts, Baby and Infant, Construction, Dolls and Accessories, Dress-Up and Role Play, Games and Puzzles, Model Vehicles, Other Traditional Toys and Games, Outdoor and Sports, Plush, Pre-School, Remote Control Toys, Ride-On Vehicles, Scientific/Educational.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Traditional Toys and Games market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

23 Pages
Traditional Toys and Games in the US
Euromonitor International
June 2025
List Of Contents And Tables
TRADITIONAL TOYS AND GAMES IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Traditional toys witnessed decline due to inflation, digital shift, and cautious spending
CHART 1 Key Trends 2024
INDUSTRY PERFORMANCE
Lego expands its product line-up to appeal to a wider age group, driving growth for construction
CHART 2 Analyst Insight
WHAT’S NEXT?
Construction set to lead gains in toys and games
Media, education policy, and e-commerce shape toys and games
MagicCon shows community engagement can boost the success of toy brands
COMPETITIVE LANDSCAPE
Mattel leads rivals through Hot Wheels, and Fisher-Price revamp
Spin Master expands its offering of pre-school toys with Melissa & Doug acquisition and Ms. Rachel partnership
Hasbro and Mattel collaborate to reinvigorate Barbie with Play-Doh range
Mattel partners with Formula 1 to boost the Hot Wheels brand
CHART 3 Hot Wheels Launches Exclusive F1 Car for Cross-Generational Fans in 2024
Fisher-Price and Hasbro leverage nostalgia to reinvigorate core brands
Radio Flyer and Bandai focus on toys related to media releases
CHART 4 Radio Flyer Expands into Animation with New Storytelling Division
CHANNELS
Retail e-commerce grows as consumers seek more competitive prices
Mattel leverages brands to create experiential theme park venture
Amazon and manufacturer loyalty programmes boost direct-to-consumer online purchases
Traditional toys and games companies will need to adopt an omnichannel strategy
COUNTRY REPORTS DISCLAIMER
CHART 5 Key Trends 2024
CHART 6 Final Fantasy VII Rebirth: Critically Acclaimed 2024 Sequel Expands Iconic RPG Trilogy
CHART 7 Analyst Insight
CHART 8 Fisher-Price Wood Combines Sustainability and Nostalgia with New FSC-Certified Toys
CHART 9 Real GDP Growth and Inflation 2019-2029
CHART 10 PEST Analysis in the US 2024
CHART 11 Key Insights on Consumers in the US 2024
CHART 12 Consumer Landscape in the US 2024
TOYS AND GAMES IN THE US
EXECUTIVE SUMMARY
Growth driven by kidults, tech innovations and rising cloud gaming
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
After decline for toys and games in 2023, video games drives growth in 2024
Success of Final Fantasy VII Rebirth and Lego exemplifies growth of the kidult trend
PlayStation pushes cloud gaming via PS Portal and subscription services
WHAT’S NEXT?
Video games to lead growth in toys and games
Core brands and media-related releases set to impact the trajectory of toys and games
Community, legacy and innovation set to contribute to growth
COMPETITIVE LANDSCAPE
Fisher-Price is revitalised and Lego maintains growth in a fragmented landscape
Spin Master acquires Melissa & Doug amidst pre-school market challenges
Fisher-Price and Hasbro reinvigorate core brands amid consumer caution
Microsoft’s change of strategy in response to falling sales
CHANNELS
E-commerce boom driven by video games software and competitive pricing strategies
Physical retail also remains important, with omnichannel retailing prevalent
Mattel set to open its first theme park, also expanding its retail presence
ECONOMIC CONTEXT
CONSUMER CONTEXT
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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