COMPETITIVE LANDSCAPE
Mattel leads rivals through Hot Wheels, and Fisher-Price revamp
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.
Spin Master expands its offering of pre-school toys with Melissa & Doug acquisition and Ms. Rachel partnership
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.
Hasbro and Mattel collaborate to reinvigorate Barbie with Play-Doh range
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.
Mattel partners with Formula 1 to boost the Hot Wheels brand
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.
Fisher-Price and Hasbro leverage nostalgia to reinvigorate core brands
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.
Radio Flyer and Bandai focus on toys related to media releases
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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Overview:
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.
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.
If you're in the Traditional 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 Traditional 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 Traditional Toys and Games in USA?
- Which are the leading brands in Traditional Toys and Games in USA?
- How are products distributed in Traditional 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?
Traditional Toys and Games in the US - Category analysis
KEY DATA FINDINGS
Traditional toys witnessed decline due to inflation, digital shift, and cautious spending
Lego expands its product line-up to appeal to a wider age group, driving growth for construction
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
Fisher-Price and Hasbro leverage nostalgia to reinvigorate core brands
Radio Flyer and Bandai focus on toys related to media releases
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
Toys and Games in the US - Industry Overview
Growth driven by kidults, tech innovations and rising cloud gaming
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
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
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
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Traditional Toys and Games
- 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
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.
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This report originates from Passport, our Traditional Toys and Games research and analysis database.
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