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Growth driven by kidults, tech innovations and rising cloud gaming
In the US, toys and games saw growth in 2024, propelled by the kidult phenomenon and the continued rise of the video games category. The advent of cloud gaming and digital retail tactics had a notable impact on video games.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Traditional Toys and Games
- Video Games
If you're in the Toys and Games industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toys and Games in USA report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Toys and Games in USA?
- Which are the leading brands in Toys and Games in USA?
- How are products distributed in Toys and Games in USA?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in USA?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Toys and Games in the US
Growth driven by kidults, tech innovations and rising cloud gaming
Chart 1 Key Trends 2024
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
Chart 2 Final Fantasy VII Rebirth: Critically Acclaimed 2024 Sequel Expands Iconic RPG Trilogy
PlayStation pushes cloud gaming via PS Portal and subscription services
Chart 3 Analyst Insight
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
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
Chart 4 Fisher-Price Wood Combines Sustainability and Nostalgia with New FSC-Certified Toys
Microsoft’s change of strategy in response to falling sales
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
Chart 5 Real GDP Growth and Inflation 2019-2029
Chart 6 PEST Analysis in the US 2024
Chart 7 Key Insights on Consumers in the US 2024
Chart 8 Consumer Landscape in the US 2024
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Traditional Toys and Games in the US
KEY DATA FINDINGS
Traditional toys witnessed decline due to inflation, digital shift, and cautious spending
Chart 9 Key Trends 2024
Lego expands its product line-up to appeal to a wider age group, driving growth for construction
Chart 10 Analyst Insight
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
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 11 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 12 Radio Flyer Expands into Animation with New Storytelling Division
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
Video Games in the US
KEY DATA FINDINGS
Kidult-focused releases, online connectivity, and innovative business models fuelled growth
Chart 13 Key Trends 2024
Video games software drives growth, targeting kidults with key releases
Pokémon capitalises on the card collecting trend; Digimon emulates its approach
Chart 14 Pokémon Reinvents Card Collecting with TCG Pocket Launch in 2024
PlayStation drives cloud gaming via streaming and peripherals
Chart 15 PlayStation Tests Cloud Streaming on PS Portal to Merge Console and Mobile Gaming
Final Fantasy VII remake highlights the complexities of kidult-driven remakes
Chart 16 Analyst Insight
Video games software set to drive growth in video games
Focus on core brands expected to shape video games moving forward
E-sports set to be a growth area along with investment and professionalisation
Indie developers gain ground amid triple-A issues and publisher layoffs
Microsoft shifts focus to try and boost its share of sales
Niantic sells its game studio to Scopely amid market shifts
Big Mode thrives amidst financial pressures and triple-A failures
Digital channels dominate video games retail, particularly software, propelled by subscriptions
Hypermarkets remains an important channel for sales of video games hardware
Digital key resale platforms grow alongside digital distribution
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Toys and Games
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- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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Toys and Games
This is the aggregation of traditional toys and games and video games.
See all of our definitions
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This report originates from Passport, our Toys and Games research and analysis database.
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