U.S. market size for the total toy industry for 2020 is approximately $32.6 billion, representing a 16.7% increase vs 2019 according to The NPD Group/Consumer Tracking Service.
Dollar Volume and Trends by Super Category:
U.S. toy industry dollar volume and trends by Super Category shows the greatest increase in games/puzzles, outdoor & sports toys, and building sets in 2020 vs. 2019 according to The NPD Group’s US Retail Tracking Service that covers 78% of the US Toys Market.
| Traditional Toy Categories |
2018 |
2019 |
2020 |
2018 vs 2019
% change |
2019 vs 2020
% change |
| Grand Total (US POS – 78% Coverage) |
$22.69 |
$21.66 |
$25.14 |
-4.5% |
16.1% |
| Action Figures & Accessories |
$1.57 |
$1.72 |
$1.66 |
9.2% |
-3.2% |
| Arts & Crafts |
$1.09 |
$1.05 |
$1.17 |
-3.7% |
10.9% |
| Building Sets |
$1.87 |
$1.82 |
$2.29 |
-2.5% |
25.5% |
| Dolls |
$3.46 |
$3.29 |
$3.64 |
-5.0% |
10.7% |
| Explorative & Other Toys |
$1.48 |
$1.39 |
$1.56 |
-6.0% |
12.1% |
| Games/Puzzles |
$2.23 |
$2.21 |
$2.93 |
-0.7% |
32.2% |
| Infant/Toddler/Preschool Toys |
$3.31 |
$3.00 |
$3.27 |
-9.2% |
8.7% |
| Outdoor & Sports Toys |
$4.24 |
$4.16 |
$5.35 |
-1.9% |
28.6% |
| Plush |
$1.32 |
$1.20 |
$1.25 |
-9.2% |
4.2% |
| Vehicles |
$1.46 |
$134 |
$1.55 |
-8.1% |
15.7% |
| Youth Electronics |
$0.64 |
$0.46 |
$0.47 |
-27.9% |
1.8% |
Source: The NPD Group/Retail Tracking Service/US/Jan-Dec.2020
*Dollar amounts shown in billions.
Note: It is not recommended to make comparisons between the data provided above and previously posted data as each year new retailers are added to NPD’s Retail panel and adjustments are made to category hierarchies. Therefore, dollar volumes and trends may shift/change over time.
Copyright 2021. The NPD Group, Inc. All Rights Reserved. Published with permission of The NPD Group by The Toy Association. To learn more, contact NPD’s David Riley (917.543.5465).