U.S. Sales Data

 

Annual U.S. Sales Data

U.S. market size for the total toy industry is approximately $28 billion.

Year-end sales data for 2018 shows a 2 percent decrease in domestic toy sales from 2017.


Data are 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 78 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, the estimated U.S. market size for the total toy industry is approximately $28 billion annually.

Traditional Toy Categories 2016 2017 2018 2016 vs 2017
% change
2017 vs 2018
% change
Grand Total $21.50 $22.01 $21.57 2% -2%
Action Figures & Accessories $1.48 $1.41 $1.55 -5% 10%
Arts & Crafts $1.00 $0.96 $0.99 -4% 3%
Building Sets $2.01 $1.91 $1.82 -5% -5%
Dolls $3.00 $3.14 $3.36 5% 7%
Games/Puzzles $2.08 $2.17 $2.14 4% -1%
Infant/Toddler/Preschool Toys $3.26 $3.31 $3.15 2% -5%
Youth Electronics $0.58 $0.60 $0.61 2% 3%
Outdoor & Sports Toys $4.06 $4.18 $4.00 3% -4%
Plush $1.28 $1.37 $1.23 7% -10%
Vehicles $1.57 $1.56 $1.41 -1% -10%
All Other Toys $1.16 $1.40 $1.32 21% -6%

*Dollar amounts shown in billions.

 

Source: Copyright 2019. The NPD Group, Inc. All Rights Reserved. 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).