Industry Reports


Our industry reports are packed with actionable content to help you move your business forward.

Member-only Reports

The Future Toy Consumer and Toy Retail Ecosystem, Part I: Critical Findings

The Toy Association has commissioned a series of studies by ProdigyWorks to explore the future of the toy industry. Part I provides a comprehensive overview of the project, including: what the future toy consumer may look like; tackling the new retail environment; and harnessing technological advancements to enhance toys.


The Future Toy Consumer and Toy Retail Ecosystem, Part II: The Details

The Toy Association has commissioned a series of studies by ProdigyWorks to explore the future of the toy industry. Part II shares detailed findings and insights from the project, addressing topics such as forces and trends transforming the toy industry, the emerging toy consumer, and the evolving definitions of toys and play.


2017 Financial & Operating Benchmark Survey

This confidential survey collected financial and operations data from 59 member companies that are engaged in toy manufacturing, importing, and distribution.

Member manufacturers that did not participate in the survey may purchase the aggregated results for $1,500 by contacting Bernadette Boyle.

The June 2017 Global Toy Market Presentation Made to ICTI

The NPD Group’s 2017 Global Toy Market Overview includes information from the 2016 NPD/ICTI Global Toy Market Report and 2017 data on toy sales growth by country, global toy performance by super-category, top properties by country, toy trend observations, and full-year global sales growth expectations for 11 countries covered by NPD.

The reports is available upon request to eligible members by contacting Anne McConnell.


The U.S. Marketplace and the Toy Industry 2017

Report features economic profile of the U.S., toy sales and product trends, consumer demographics, population projections, distribution channels, information on marketing/advertising spend, toy regulatory requirements, and more.


The American Toy Consumer & Kids’ Routines

This Toy Association-commissioned report from Kidz Global analyzes U.S. child population trends, consumer behavior, and holiday shopping trends. It explores popular kids’ entertainment brands and characters, kids’ routines and play habits, digital media use, and pocket money spend.

The Toy Specialty Shopper

Perceptions and Behaviors of Toy Specialty Shoppers: The Toy Association and The NPD Group provide information on the toy specialty shopper, toy purchase planning and spending, consumer behavior in stores, what brings shoppers into certain stores and not others, and what makes them shop once inside.


2016 NPD/ICTI Global Toy Market Report

The 2016 NPD/ICTI Global Toy Market Report includes information on the overall size of the global toy market, toy spend and growth metrics by region, annual spend per child by region and country, and category spend breakdown for 11 countries covered by NPD.

The report is available upon request to eligible members by contacting Anne McConnell.


Strategies for Growth in the Toy Industry

Developed with Vanderbilt University’s Owen Graduate School of Management, this report examines shifting trends in toy distribution channels and identifies potential new pathways to success.

2014 Value of Play Research

Martin Research Consulting provides a detailed view of the role of play in children’s lives from the perspective of 2,000 parents nationwide. This includes the importance that parents place on play, perceived benefits of play, the type of play that’s most valuable, and how family structure impacts toy purchasing.


2014 Toy Industry Marketing and Promotions Study

Based on data collected from 88 member companies, this study features quantitative and qualitative information on toy companies’ marketing and promotions practices.

Manufacturers interested in purchasing the report should contact Anne McConnell; $295 for members, $495 for non-members.


Toy and Game Decision Making Study

Consulting firm, The Family Room, surveyed 2,600 families in April 2013 about toy and game purchasing habits.


Toy Industry Compensation and Benefits Study

More than 50 member companies provide detailed compensation levels and companywide benefits packages for more than 70 toy industry roles in the U.S. and Canada. To request a copy of the study, manufacturers should contact Anne McConnell.