Total retail sales of toys in the U.S. 2020-2023

In 2023, U.S. retail sales of toys in the United States amounted to an estimated 28 billion U.S. dollars, a drop compared to the previous year. The toys and games market consists of total revenues generated through the sale of action figures, dolls, games and puzzles, plush toys, vehicles, and other toys.

Toy Industry

Play is a child's "work" and toys are the tools children use in play. Toys do more than entertain and keep children occupied. Properly chosen, they should aid a child's physical, mental, social, and emotional development. Play is universally recognized as a vital part of learning and growing and, because toys are such an important ingredient of play, they are invaluable to a child's development into a mature, confident adult.

No less today than through the history of civilization, toys reflect the times and cultures and provide children with the tools that help them relate to the world in which they live. Today's toy manufacturers keep pace with the rapidly changing world and provide youngsters with correspondingly appropriate playthings for their enjoyment and to challenge their creativity and imagination.

Video games

Toy and game market growth is being fueled by video, console, and computer games, with the industry also benefiting from a growing adult consumer base as this group takes a greater interest in games as a popular leisure pursuit. Video game industry leaders are focusing their marketing efforts on teenagers and adults, with young children no longer being considered the industry’s main target demographic.