Retail revenue of toys in the U.S. in 2023, by type

"Outdoor and sports toys" made up the leading toy category in the United States, generating estimated category sales of four and a half billion U.S. dollars in 2023. As such, the category accounted for a considerable share of U.S. retail sales of toys that year.

Toy industry worldwide

The global toy market is a 100 billion-dollar-industry. Notable players within the worldwide toy market include Japanese toy manufacturer Bandai Namco, Danish company LEGO, Hasbro, Mattel, and others. For years now, LEGO consistently took the top spot, with more than nine billion U.S. dollars in global revenues generated in its most recent financial year.

Leading toy importers

When it came to the import of toys, games and sport requisites worldwide, one country stuck out far above the rest: the United States. In 2022, the U.S. imported just over 55 billion U.S. dollars' worth of these goods. In comparison, Germany, which ranked second that year, accounted for an import value of just over 10 billion U.S. dollars for toys, games, and sport requisites.