U.S. Sales Data

 

Annual U.S. Sales Data

(Scroll down for January - April year 2018 U.S. Sales Data)

U.S. market size for the total toy industry is approximately $27 billion.

Year-end sales data for 2017 shows a 2 percent increase in domestic toy sales from 2016.


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 percent of the U.S. retail market for Toys. While NPD does not project its toys retail sales to reflect the total market, when factoring up to 100% for a total annual market figure, NPD estimates the U.S. market size for the total toy industry to be approximately $27 billion annually.

Traditional Toy Categories 2015 2016 2017 2015 vs 2016
% change
2016 vs 2017
% change
Grand Total $19.45 $20.56 $20.89 6% 2%
Action Figures & Accessories $1.46 $1.45 $1.38 -1% -5%
Arts & Crafts $1.03 $0.98 $0.93 -5% -6%
Building Sets $2.02 $1.97 $1.86 -3% -5%
Dolls $2.63 $2.91 $3.03 10% 4%
Games/Puzzles $1.64 $2.03 $2.10 24% 4%
Infant/Toddler/Preschool Toys $3.10 $3.19 $3.24 3% 2%
Youth Electronics $0.62 $0.58 $0.59 -6% 2%
Outdoor & Sports Toys $3.41 $3.73 $3.78 9% 1%
Plush $1.04 $1.17 $1.27 13% 9%
Vehicles $1.43 $1.46 $1.42 3% -3%
All Other Toys $1.07 $1.10 $1.29 3% 18%

*Dollar amounts shown in billions.

 

Source: Copyright 2018. The NPD Group, Inc. All Rights Reserved. Proprietary and Confidential Property of NPD and its Affiliates, Licensed for Use by NPD Clients Only: Access to and use of this proprietary and confidential information is limited by the terms and conditions of a client license agreement with NPD. Any unauthorized use or disclosure, including with retailers, violates your company's license and is strictly prohibited. The NPD Group’s U.S. Toy Retail Tracking Service, published with permission of The NPD Group by The Toy Association. To learn more, contact NPD’s Marissa Guyduy (516.625.2203).

U.S. Sales Data: January to April 2018


The U.S. toy industry grew its dollar sales by 7 percent to $5 billion from January through April 2018 compared to the same period in 2017, according to The NPD Group.*


This data is representative of retailers that participate in The NPD Group’s Retail Tracking Service, representing approximately 80 percent of the U.S. retail market for toys.

Total Traditional Toy Categories January-April 2017 January-April 2018 2017 vs. 2018
Grand Total $4.67 Billion $5.00 Billion 7%
Action Figures & Accessories $354.5 $410.3 16%
Arts & Crafts $211.6 $223.8 6%
Building Sets $409.6 $409.6 0%
Dolls $589.7 $705.6 20%
Games/Puzzles $522.4 $503.6 -4%
Infant/Toddler/Preschool Toys $641.9 $681.0 6%
Youth Electronics $88.7 $121.9 37%
Outdoor & Sports Toys $862.5 $882.2 2%
Plush $426.8 $399.4 -6%
Vehicles $259.5 $284.6 10%
All Other Toys $304.4 $377.1 24%

*Dollar amounts for categories are shown in millions except where noted. Coinciding with the National Retail Federation calendar which includes an extra 53rd week in 2018, dollar sales and trends have been adjusted to account for the extra week.

 

Source: The NPD Group, Inc. All Rights Reserved. Copyright 2018. The NPD Group’s U.S. Toys Retail Tracking Service, published with permission of The NPD Group by The Toy Association. To learn more, contact NPD’s Marissa Guyduy (516.625.2203).