After a Year of Turmoil, How Did Your Finances Stack Up Against Your Competition?

Participate in 2021 Toy Industry Financial & Operating Benchmark Study

financial-benchmark-2021March 22, 2021 | Overall toy sales in 2020 surged 16 percent, but a closer look shows the unevenness of those results felt across the toy industry. While toy companies well positioned in e-commerce and in hot categories had an incredible year, others, such as those selling primarily through theme parks and specialty shops shuttered by the pandemic, suffered significant losses. How did your business fare in 2020?

Toy Association member companies looking to gain critical insights into how their financial metrics compare to other toy companies of similar size, category, and distribution channel are invited to participate in a confidential 2021 Toy Industry Financial & Operating Benchmark Study, conducted in partnership with Industry Insights. Participation in the study is free; responses are due April 30.

Past participant Ranki Lo, general manager of Moose Toys Far East, said of the study: “The financial and operating benchmarks provide us with critical data to guide our current business model and help us efficiently set targets. The data can help ensure that our results are in line with the rest of the industry and can prove extremely valuable in managing our marketing, product development, overhead, and supply chain costs.”

Participate online at or download the survey to complete and mail back. The online questionnaire has a “save and return” function that will allow you to save responses and return to complete or to make changes to your responses. (View the benefits of participating.)

All responses will be returned directly to Industry Insights, where they will be kept in strict confidence. (View the confidentiality agreement.) The Toy Association will receive total industry and aggregated data only.

Here’s what you will get:

  • A confidential complimentary report of your company’s information – which includes “grades” on key operating ratios and industry totals aggregated by key segments

  • The ability to compare your company’s financial information alongside the aggregated data

  • Industry trend data from fiscal years 2011-2020

  • An online searchable results tool so you can dig deeper into the data

Questions regarding survey specifics may be directed to Michael Becher, vice president of Industry Insights. All other questions may be directed to Anne McConnell, senior director of market research & data strategy at The Toy Association.