U.S. Sales Data

 

Annual U.S. Sales Data

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

Year-end sales data for 2019 shows a 4 percent decrease in domestic toy sales from 2018.


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 $27 billion annually.

Traditional Toy Categories 2017 2018 2019 2017 vs 2018
% change
2018 vs 2019
% change
Grand Total $22.16 $21.84 $20.91 -1% -4%
Action Figures & Accessories $1.42 $1.55 $1.71 9% 11%
Arts & Crafts $0.98 $1.05 $1.00 7% -4%
Building Sets $1.91 $1.82 $1.80 -5% -1%
Dolls $3.15 $3.38 $3.22 7% -5%
Explorative & Other Toys $1.47 $1.39 $1.31 -5% -6%
Games/Puzzles $2.16 $2.15 $2.15 -1% 0%
Infant/Toddler/Preschool Toys $3.29 $3.16 $2.87 -4% -9%
Outdoor & Sports Toys $4.22 $4.06 $4.00 -4% -1%
Plush $1.39 $1.26 $1.12 -10% -11%
Vehicles $1.56 $1.41 $1.29 -10% -8%
Youth Electronics $0.61 $0.62 $0.45 2% -28%

*Dollar amounts shown in billions.

 

Source: Copyright 2020. 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 David Riley (917.543.5465).