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Toys and games in the US demonstrated strong momentum in 2025, achieving value growth of 4% in current terms and reaching USD82,350 million, a rate that more than doubled the region's real GDP growth and highlighted the attractiveness of this space for both established and emerging players. The environment is defined by rising adult engagement and digital transformation, with adult self-purchase and nostalgia fuelling premiumisation, collector-led demand, and repeat purchasing, while video games...

Euromonitor International's Toys and Games in USA report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2021-2025, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Traditional Toys and Games, Video Games.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Toys and Games market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

Executive Summary

• 2025 Developments

Key Data Insights

Key Industry Trends

• CHART 1 Key Industry Trends for Toys and Games

Industry Performance

• Lego and Pokemon Fuel Premium and Collector Demand
• CHART 2 Lego's F1 and Adult Ranges Show How Collector Demand Underpins Premium Growth
• Adult Collectors and Digital Platforms Reshape Value Growth
• CHART 3 Pokemon Tcg Make Trading Cards a Destination Category, Driving Games and Puzzles Growth
• CHART 4 Value Sales 2020-2030
• CHART 5 Value Sales by Category 2025

What's Next?

• Nintendo and Sony Anticipated to Accelerate Digital-First Strategies to Drive Value Growth
• Pokemon and Lego Expected to Boost Premiumisation through Collector Engagement
• CHART 6 Forecast Value Sales 2020-2030
• CHART 7 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Lego Group and Mattel Inc Drive Premium Gains as New Launches Reshape Leadership
• CHART 8 Analyst Insight for Toys and Games
• CHART 9 Company Shares 2025
• CHART 10 Brand Shares 2025

Channels

• Amazon and Dtc Brands Drive Online Dominance with Exclusive Releases
• Social Commerce and "Retailtainment" Fuel Rapid Channel Evolution
• CHART 11 Retail Channels 2020-2025

Products

• Acquisition and Brand-Extension Strategies Drive Innovation
• Scopely and Spin Master Exemplify Recent Product Moves
• Business Impact Rebalances Share and Margins

Economic Context

• CHART 12 Economic Context for Toys and Games
• CHART 13 Real Gdp Growth 2020-2030
• CHART 14 Inflation 2020-2030

Consumer Context

• CHART 15 Consumer Context for Toys and Games
• CHART 16 Population 2020-2030
• CHART 17 Consumer Expenditure 2020-2030
• CHART 18 Population by Generation 2025
• Country Reports Disclaimer

TRADITIONAL TOYS AND GAMES IN THE US

Key Data Insights

• 2025 Developments
• Traditional Toys and Games Summary

Key Industry Trends

• CHART 19 Key Industry Trends for Traditional Toys and Games

Industry Performance

• Pokemon Drives Phygital Collecting, Sparking Renewed Value Growth
• CHART 20 Pokemon's Physical-Plus-Digital Loop Anchors Repeat Collector Spending
• Lego Reimagines Construction, Capturing Adult Demand for Display Value
• Melissa and Doug Anchors Screen-Free, Learning-Led Play for Families
• CHART 21 Melissa & Doug's Screen-Free, Developmental Play Drives Selection
• CHART 22 Value Sales 2020-2030
• CHART 23 Value Sales by Category 2025

What's Next?

• Lego Anticipated to Target Adults with Premium Construction Sets to Drive Value Growth
• Mattel and Hasbro Expected to Leverage Nostalgia and Licensing to Expand Cross-Generational Demand
• CHART 24 Forecast Value Sales 2020-2030
• CHART 25 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Lego Group Leverages Cross-Generational Demand to Expand Its Lead
• Spin Master and Ravensburger Usa Inc Target Collectors and Learning-Led Play
• CHART 26 Analyst Insight for Traditional Toys and Games
• CHART 27 Company Shares 2025
• CHART 28 Brand Shares 2025

Channels

• Amazon and Mass Merchants Capture Share as E-Commerce Outpaces Offline Retail
• Experiential Retail and Cross-Brand Partnerships Attract Kidults and Collectors
• CHART 29 Retail Channels 2020-2025

Products

• Digital Integration Anchors Repeat Spending
• Recent Innovation Highlights Cross-Generational Formats
• CHART 30 Lego's Botanicals and Icons Ranges Drive Adult-Led Premiumisation
• Business Impact Reshapes Pricing and Channel Strategy

Economic Context

• CHART 31 Economic Context for Traditional Toys and Games
• CHART 32 Real Gdp Growth 2020-2030
• CHART 33 Inflation 2020-2030

Consumer Context

• CHART 34 Consumer Context for Traditional Toys and Games
• CHART 35 Population 2020-2030
• CHART 36 Population by Generation 2025
• Country Reports Disclaimer

VIDEO GAMES IN THE US

Key Data Insights

• 2025 Developments
• Video Games Summary

Key Industry Trends

• CHART 37 Key Industry Trends for Video Games

Industry Performance

• Sony and Microsoft Accelerate Digital Spend and Subscription Growth
• Nintendo Triggers Short-Lived Hardware Rebound with New Launch
• CHART 38 Nintendo's Switch 2 Delivered a Record Us Launch Surge Followed by a Quick Normalisation
• Subscription Models Reshape Spending but Value Perception Remains Key
• CHART 39 Xbox Game Pass Anchors Us Subscription Spending but Hits a Price-Value Ceiling
• CHART 40 Value Sales 2020-2030
• CHART 41 Value Sales by Category 2025

What's Next?

• Sony, Nintendo and Microsoft Anticipated to Deepen Digital Ecosystems to Drive Recurring Spend
• Digital Distribution and Ecosystem Retention Expected to Reshape the Future of Video Games
• CHART 42 Forecast Value Sales 2020-2030
• CHART 43 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Nintendo of America and Sony Interactie Entertainment Anchor Ecosystem Loyalty
• Nintendo Switch 2 and Major Software Launches Reshape Consumer Engagement
• CHART 44 Analyst Insight for Video Games
• CHART 45 Company Shares 2025
• CHART 46 Brand Shares 2025

Channels

• Retail E-Commerce Outpaces Physical Stores as Digital Spending Surges
• Digital Storefronts Redefine Product Discovery and Monetisation
• Creator-Led Social Commerce Compresses Discovery and Purchase Cycles
• CHART 47 Retail Channels 2020-2025

Products

• Live-Service and Mobile-First Models Steer Product Innovation
• Indie Curation and Influencer-Led Discovery Carve Out New Niches
• Business Impact Reframes Competition and Value Pools

Economic Context

• CHART 48 Economic Context for Video Games
• CHART 49 Real Gdp Growth 2020-2030
• CHART 50 Inflation 2020-2030

Consumer Context

• CHART 51 Consumer Context for Video Games
• CHART 52 Population 2020-2030
• CHART 53 Consumer Expenditure 2020-2030
• CHART 54 Population by Generation 2025
• Country Reports Disclaimer