The 2023 Toy Industry Marketing & Advertising Study
The Toy Association™ commissioned Industry Insights to conduct an analysis of toy companies’ advertising, marketing, and social media practices. The executive summary of the survey is based on confidential feedback from 53 member companies across various sizes, categories, and distribution channels. The report provides data on dollars spent on consumer versus retailer/trade promotions, in-house versus outsourced functions, media usage trends, methods for measuring social media analytics, the effectiveness of social media in the marketing mix, and more.
The Executive Summary to the report is available upon request exclusively to member manufacturers, distributors, and importers by contacting Anne McConnell.
Only participants are getting the full report.
The May 2023 Global Toy Trends Presentation Made to ICTI
Circana's 2023 Global Toy Trends Overview provides an update on latest global toy trends, including: 2022 global sales, G12 toy market's key take-aways including industry growth, performance by Super Category, top gaining manufactures, as well as trends regarding licensing, and more.
The report is available upon request to eligible members by contacting Anne McConnell.
This research from BrandTrends explores kids’ daily routines and play habits, use of screens and digital media, kids and apps, reading behavior, pocket money spend, collections, entertainment brands and characters, favorite super- heroes, consumer behavior and holiday 2023 shopping trends.
BrandTrends Report 2024
This research offers insights into relative awareness, popularity and merchandise appeal of the leading entertainment brands and characters among kids 0-14 years old.
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 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.
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.
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.
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.”
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 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 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 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.
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.