U.S. DOMESTIC MARKETS, Jan 2016 – Sept 2016


According to The NPD Group’s Retail Tracking Service, which represents approximately 80% of the U.S. toy retail market, the U.S. toy industry grew 6% from January – September 2016 compared to January – September, 2015. Seven of 11 toy supercategories posted year-over-year growth through September. Of the seven, the fastest growing is Games and Puzzles, up 16%, followed by Dolls and Action Figures & Accessories, both up 12%. Outdoor & Sports Toys is the largest toy supercategory, representing about one-quarter of all toy industry sales. Outdoor & Sports toys grew 9% from January 2016-September 2016 vs. the same period in 2015.

Total Traditional
Toy Categories
YTD (Jan'15 - Sep'15) YTD (Jan'16 - Sep'16) Dollar % Change
YTD 2016 vs. YTD 2015

Grand Total $9.7B  $10.3B  6% 
Action Figures & Acc. $759.1M  $853.8M  12% 
Arts & Crafts $468.4M  $460.3M  -2% 
Building Sets $1.02B  $1.01B  -1% 
Dolls $1.15B  $1.29B  12% 
Games/Puzzles $793.9B  $919.0M  16% 
Infant/Toddler/Preschool Toys $1.41B  $1.45B  3% 
Youth Electronics $220.7M  $201.1M  -9% 
Outdoor & Sports Toys $2.13B  $2.33B  9% 
Plush $571.1M  $600.1M  5% 
Vehicles $580.7M  $586.7M  1% 
All Other Toys $629.0M  $623.1M  -1% 


Source: The NPD Group, Inc. / Retail Tracking Service, January-September 2016 vs. 2015

Data is representative of retailers that participate in The NPD Group’s Retail Tracking Service. NPD’s current estimate is that the Retail Tracking Service represents approximately 80% of the U.S. retail market for Toys.

Copyright 2016. The NPD Group, Inc. All rights reserved.

Marissa Guyduy, The NPD Group, Inc.
Port Washington, NY 11050 USA

Published with permission of The NPD Group by The Toy Association.