Year-end sales data for 2016 shows a 5% increase in domestic toy sales from 2015.
This data is representative of retailers that participate in The NPD Group's Retail Tracking Service, representing approximately 80 percent of the U.S. retail market for toys. When factoring up to 100% for a total market figure, NPD estimates the U.S. market size for the total toy industry to be in the $26.5 billion range in 2016.
| Traditional Toy Categories |
2013 |
2014 |
2015 |
2016 |
2014 vs 2015
% change |
2015 vs 2016
% change |
| Grand Total |
$17.57 |
$18.18 |
$19.45 |
$20.36 |
7% |
5% |
| Action Figures & Accessories |
$1.25 |
$1.34 |
$1.45 |
$1.44 |
9% |
-1% |
| Arts & Crafts |
$1.03 |
$1.07 |
$1.04 |
$0.98 |
-3% |
-5% |
| Building Sets |
$1.66 |
$1.84 |
$2.03 |
$1.97 |
10% |
-3% |
| Dolls |
$2.31 |
$2.39 |
$2.62 |
$2.88 |
9% |
10% |
| Games/Puzzles |
$1.36 |
$1.46 |
$1.64 |
$1.95 |
13% |
18% |
| Infant/Toddler/Preschool Toys |
$3.06 |
$2.92 |
$3.11 |
$3.19 |
6% |
3% |
| Youth Electronics |
$0.55 |
$0.60 |
$0.59 |
$0.61 |
-1% |
3% |
| Outdoor & Sports Toys |
$3.04 |
$3.19 |
$3.41 |
$3.73 |
7% |
10% |
| Plush |
$0.93 |
$1.00 |
$1.02 |
$1.08 |
3% |
6% |
| Vehicles |
$1.33 |
$1.32 |
$1.43 |
$1.45 |
9% |
1% |
| All Other Toys |
$1.06 |
$1.05 |
$1.10 |
$1.09 |
5% |
-1% |
*Dollar amounts shown in billions.
Source: 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 Marissa Guyduy (516.625.2203).