United States Toys and Games Market Report and Forecast 2026–2034

Study Period

2020-2034

Market (2025)

USD 45Billion

Market (2034)

USD 68.62Billion

CAGR

4.8%

Major Markets Players

Hasbro Inc., Mattel Inc., LEGO Group, Spin Master Corp., Bandai Namco Toys & Collectibles and Others

US Toys and Games Market Insights & Analysis

The US Toys and Games Market is anticipated to register a CAGR of 4.8% during the forecast period 2026-2034. The market size was valued at USD 45 Billion in 2025 and is projected to reach USD 68.62 Billion by 2034. This steady growth reflects strong consumer demand driven by rising spending on children’s entertainment, growing popularity of educational and STEM toys, and continuous innovation in digital and electronic gaming products.

The United States represents one of the largest and most mature toys and games markets globally, supported by high disposable income levels, strong retail infrastructure, and a culture of gifting and seasonal spending. Demand is further supported by licensed merchandise linked to movies, television franchises, and digital content, which continues to attract both children and adult consumers.

Additionally, the increasing focus on cognitive development, creativity, and skill-based learning has boosted demand for educational toys, board games, and puzzles. Manufacturers are also expanding product portfolios to cater to adult gamers and collectors, blurring the line between traditional toys and entertainment products. These factors collectively strengthen the long-term growth outlook of the US toys and games market.

US Toys and Games Market Dynamics

Key Driver: Rising Demand for Educational, Licensed, and Digital Play Products

The primary driver of the US Toys and Games Market is the increasing demand for educational toys, licensed products, and digital gaming solutions. Parents are increasingly investing in toys that promote creativity, problem-solving, and STEM learning. At the same time, strong demand for toys linked to popular movies, cartoons, and video game franchises continues to fuel sales. The expansion of electronic and video games has further strengthened market growth by appealing to both younger and adult audiences.

Industry Trends: Growth of STEM Toys, Board Games, and Adult Gaming

A key trend shaping the market is the growing popularity of STEM and educational toys, along with a resurgence of board games and puzzles among families and adult consumers. Additionally, the market is witnessing strong growth in collectibles, retro toys, and premium gaming products targeted at adult buyers. Omnichannel retail strategies, combining online platforms with physical stores, are also transforming purchasing behavior across the US.

Major Challenge: Intense Competition and Product Safety Compliance

Despite steady growth, intense competition and strict product safety regulations present key challenges for the US Toys and Games Market. Manufacturers must continuously innovate to differentiate products while ensuring compliance with stringent safety standards. Rising production costs and supply chain disruptions can also impact pricing and margins, particularly for smaller players in the market.

Opportunity: Expansion of Online Retail and Licensed Merchandise

The rapid expansion of online retail platforms presents a significant opportunity for market growth. E-commerce channels enable manufacturers to reach a wider consumer base and launch products more efficiently. Additionally, growing demand for licensed toys associated with movies, streaming series, and video games is creating new revenue opportunities. These factors are expected to support sustained market expansion over the forecast period

US Toys and Games Market Segment-wise Analysis

By Product Type:

• Action Figures
• Dolls & Plush Toys
• Building & Construction Sets
• Board Games & Puzzles
• Outdoor & Sports Toys
• Electronic & Video Games
• Educational Toys
• Others

Electronic & Video Games and Building & Construction Sets account for a significant share of the US market due to high engagement levels and recurring demand. Educational toys and board games are witnessing strong growth, driven by increased family-oriented play and learning-focused consumer preferences.

By Distribution Channel:

• Specialty Toy Stores
• Supermarkets & Hypermarkets
• Online Retail
• Department Stores
• Others

Online Retail dominates distribution, supported by convenience, wider product availability, and competitive pricing. However, specialty toy stores continue to play an important role in offering experiential shopping and exclusive product ranges.

Regional Projection of US Toys and Games Industry

• Northeast
• Midwest
• South
• West

The South and West regions lead the US Toys and Games Market, driven by large population bases, strong retail presence, and high consumer spending. The Northeast and Midwest contribute steadily, supported by urban centers, strong e-commerce penetration, and consistent demand for educational and licensed toys.

Why Choose This Report?

• Provides a comprehensive overview of the US toys and games market with detailed trend analysis.
• Offers accurate market size forecasts and segmentation insights.
• Helps identify high-growth product categories and age groups.
• Delivers competitive benchmarking and company-level analysis.
• Supports strategic planning with consolidated market intelligence.
• Enables customized segmentation and opportunity assessment.
• Identifies emerging trends in educational, digital, and licensed toys.
• Based on real consumer behavior and market demand patterns.