Concentration increased in the competitive landscape in traditional toys and games in the US between 2019 and 2024, with the top five companies accounting for 54% of value sales in GBO terms, up from 51% in 2019. The 2024 figure aligns with the average of 54% in North America.
While the baby and infant and pre-school categories in the US are facing growth challenges due to a decrease in the birth rate, growth continued in 2024 due to parents’ willingness to spend on their children’s development. Mattel's successful reboot of Fisher-Price with the launch of Fisher-Price Wood has proved that effective product design and marketing can lead to brand growth.
In early 2025, Hasbro and Mattel announced a new product line, Play-Doh Barbie. This toy is designed to encourage imaginative fashion design play by providing fashion-making tools and moulds to create Play-Doh clothing for Barbie dolls.
In 2024, brand partnerships were a key driver of growth in traditional toys and games, with companies capitalising on their intellectual property and fanbases for cross-promotion. For example, in October 2024, Mattel’s Hot Wheels announced a multi-year licensing partnership with Formula 1, with the aim of boosting the Hot Wheels brand as both a toy and collectible, particularly for the kidult audience.
In 2024, many toy manufacturers globally prioritised core brands to bolster their shares amidst consumer resistance to discretionary spending due to an inflationary macroeconomy. This strategy tapped into nostalgia, broadening the market to include kidults and parents seeking familiar childhood experiences for their children.
In the US, media vehicles such as streaming, films, and social platforms were key drivers of company share growth within traditional toys and games in 2024. The softened decline in dress-up and role play benefited from the release of Moana 2, whilst the slowdown in the decline of action figures and accessories was partly driven by video streaming, which bolstered demand among kidults for collectibles.
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Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsThis report originates from Passport, our Traditional Toys and Games research and analysis database.
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