U.S. Sales Data

 

Annual U.S. Sales Data

U.S. market size for the total toy industry for 2021 is approximately $38.2 billion, representing a 14.2% increase vs 2020 according to The NPD Group/Checkout/US.

  2019 2020 2021 2019 vs 2020
% change
2020 vs 2021
% change
Grand Total (US Checkout 100% Projected) $27.70 $33.43 $38.19 20.6% 14.2%

Source: The NPD Group/Checkout/US/Jan-Dec.2021

Dollar Volume and Trends by Super Category:

U.S. toy industry dollar volume and trends by Super Category shows Outdoor & Sports toys continue to be the largest category at $5.9 billion according to The NPD Group’s US Retail Tracking Service that covers 78% of the US Toys Market.

Traditional Toy Categories 2019 2020 2021 2019 vs 2020
% change
2020 vs 2021
% change
Grand Total (US POS – 78% Coverage) $21.77 $25.40 $28.64 16.7% 12.7%
Action Figures & Accessories $1.73 $1.69 $2.09 -2.1% 23.7%
Arts & Crafts $1.06 $1.19 $1.22 12.4% 2.5%
Building Sets $1.82 $2.29 $2.67 25.6% 16.4%
Dolls $3.29 $3.65 $3.78 10.7% 3.7%
Explorative & Other Toys $1.40 $1.59 $2.15 13.9% 35.0%
Games/Puzzles $2.20 $2.92 $3.34 32.5% 14.4%
Infant/Toddler/Preschool Toys $3.07 $3.34 $3.69 8.9% 10.5%
Outdoor & Sports Toys $4.18 $5.41 $5.86 29.3% 8.4%
Plush $1.20 $1.28 $1.66 6.5% 29.8%
Vehicles $1.34 $1.57 $1.70 16.6% 8.5%
Youth Electronics $0.46 $0.48 $0.47 2.7% -0.4%

Source: The NPD Group/Retail Tracking Service/US/Jan-Dec.2021

*Dollar amounts rounded; shown in billions.

 

Note: It is not recommended to make comparisons between the data provided above and previously posted data as each year new retailers are added to NPD’s Retail panel and adjustments are made to category hierarchies.  Therefore, dollar volumes and trends may shift/change over time.  

Copyright 2022. The NPD Group, L.P. All Rights Reserved. Published with permission of The NPD Group, L.P. by The Toy Association. To learn more, contact NPD’s David Riley (917.543.5465).