Industry Reports

 

Our industry reports are packed with actionable content to help you move your business forward.

Member-only Reports

Consumer Attitudes of The Toy Industry

The Toy Association commissioned The NPD Group to conduct custom research to benchmark consumer attitudes and perceptions of the toy industry over time. Conducted annually from 2016-2018 and after a hiatus again in 2021, this report tracks: Attitudes and beliefs about toys’ and games’ impact on children, communities and society; attitudes and beliefs about toy manufacturers; perceived value of play; toy industry descriptors; and sentiments toward toy industry philanthropy. The expanded 2021 wave included an added segment of consumers buying toys and games for ages 15+, and addresses behavior related to COVID-19 and expectations for play habits in the next year.

 

The American Kid Consumer 2021/2022 (New)

This research from Kidz Global explores kids’ daily routines and play habits, use of screens and digital media, reading behavior, pocket money spend, collections, entertainment brands and characters, favorite super heroes, consumer behavior and holiday 2021 shopping trends.

 

Children & Influencer Platforms Study

The Toy Association commissioned The NPD Group to conduct custom research that takes an in-depth look at how children are engaging with key influencer platforms (YouTube/YouTube Kids, Facebook, and Instagram). This report provides detailed information on how kids are using these platforms, case studies of top performing influencer channels, demographics of users, and how these habits influence toy purchases.

2021 Financial & Operating Benchmark Survey

This confidential survey collected financial and operations data from 35 member companies that are engaged in toy manufacturing, importing, and distribution.

Member manufacturers that did not participate in the survey may purchase the aggregated results for $1,500 by contacting Bernadette Boyle.

 

Goodbye Old Friend Navigating Growth Without the Old Toys ‘R’ Us Model

Three large retailers remain as the dominant players and continue to expand their presence while others struggle to find their place in the market. In response to these changes, manufacturers must look to alter their strategies while taking advantage of new opportunities to reach customers.

 

Toy Association Completes Second Phase of the Future of Play: Executive Summary

The Toy Association has commissioned a series of studies by ProdigyWorks to explore the future of the toy industry. Complementing a first phase completed in early 2018, “Toy Manufacturing and Retail Solutions – the Future: Executive Summary,” shares an overview of the critical need for toy manufacturers and retailers to innovate and presents key pathways to attracting new and existing consumers for success in the future marketplace.

Toy Association Completes Second Phase of the Future of Play: 12 Opportunities

The Toy Association has commissioned a series of studies by ProdigyWorks to explore the future of the toy industry. Complementing a first phase completed in early 2018, “Toy Manufacturing and Retail Solutions - the Future: 12 Opportunities,” identifies key opportunities for toy manufacturers and retailers, centered around five themes: “A Toy Diaspora,” “Everybody Plays,” “Experiences,” “Speaking to Consumer Values,” and “Looking Beyond the Thing: Service Opportunities.”

 

Diversity and Inclusion Committee Summary

This inaugural report from The Toy Association’s Diversity & Inclusion Committee highlights the plans, practices, programming, and metrics committee member companies currently utilize to prioritize diversity and inclusion within their businesses.

 

The U.S. Toy Collector

The Toy Association commissioned The NPD Group to conduct custom research that takes an in-depth look at the U.S. toy collector. This comprehensive report profiles toy collectors of all ages across multiple toy categories including: Action figures, mini-figures and figurines; dolls and accessories; plush; sticker and cards; toy vehicles; and other toys. This report provides detailed information on the size and value of their collections, motivations for collecting, shopping habits and retailer preferences, cross category collecting and segments collectors by unifying characteristics.

The Future Toy Consumer and Toy Retail Ecosystem, Part I: Critical Findings

The Toy Association has commissioned a series of studies by ProdigyWorks to explore the future of the toy industry. Part I provides a comprehensive overview of the project, including: what the future toy consumer may look like; tackling the new retail environment; and harnessing technological advancements to enhance toys.

 

The Future Toy Consumer and Toy Retail Ecosystem, Part II: The Details

The Toy Association has commissioned a series of studies by ProdigyWorks to explore the future of the toy industry. Part II shares detailed findings and insights from the project, addressing topics such as forces and trends transforming the toy industry, the emerging toy consumer, and the evolving definitions of toys and play.

 

2018 Toy Industry Compensation & Benefits Survey

This confidential survey collected and analyzed data on employee benefits and compensation levels of more than 55 toy industry position titles from member companies that are engaged in toy manufacturing, importing, and distribution.

Member manufacturers that did not participate in the survey may purchase the report for $595; non-members may purchase the report for $1,995 by contacting Bernadette Boyle.

 

The June 2018 Global Toy Market Presentation Made to ICTI

The NPD Group's 2018 Global Toy Market Overview provides an update on latest global toy trends, including: 2017 global sales, G12 toy market's key take-aways including industry growth, performance by Super Category, as well as trends regarding products, licensing, collectibles, top properties, online sales and more.

The reports is available upon request to eligible members by contacting Anne McConnell.

 

Strategies for Growth in the Toy Industry

Developed with Vanderbilt University’s Owen Graduate School of Management, this report examines shifting trends in toy distribution channels and identifies potential new pathways to success.

 

The Toy Specialty Shopper

Perceptions and Behaviors of Toy Specialty Shoppers: The Toy Association and The NPD Group provide information on the toy specialty shopper, toy purchase planning and spending, consumer behavior in stores, what brings shoppers into certain stores and not others, and what makes them shop once inside.