The Super Category data in the below chart represent only those retailers that participate in Circana's U.S. Retail Tracking Service. According to that data U.S. retail sales of toys generated $28.0 billion in 2023, a decrease of -8%. Although sales declined, the market grew 26% in 2023 compared to 2019.
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 $4.5 billion according to Circana's US Retail Tracking Service Market.
| Traditional Toy Categories |
2019 |
2020 |
2021 |
2022 |
2023 |
2020 vs 2019
%change |
2021 vs 2020
%change |
2022 vs 2021
%change |
2023 vs 2022
%change |
| Category Total (Retail Tracking Service - 76% coverage) |
$22.3 |
$26.0 |
$30.1 |
$30.3 |
$28.0 |
17% |
16% |
1% |
-8% |
| Action Figures & Accessories |
$1.8 |
$1.8 |
$2.2 |
$2.3 |
$2.0 |
0% |
25% |
5% |
-13% |
| Arts & Crafts |
$1.1 |
$1.2 |
$1.3 |
$1.3 |
$1.2 |
13% |
6% |
2% |
-8% |
| Building Sets |
$1.8 |
$2.3 |
$2.7 |
$2.9 |
$3.1 |
26% |
16% |
8% |
8% |
| Dolls |
$3.3 |
$3.7 |
$3.9 |
$3.4 |
$2.9 |
11% |
4% |
-11% |
-16% |
| Explorative & Other Toys |
$1.5 |
$1.7 |
$2.5 |
$2.8 |
$2.5 |
14% |
47% |
14% |
-12% |
| Games/Puzzles |
$2.3 |
$3.0 |
$3.5 |
$3.6 |
$3.5 |
33% |
18% |
1% |
-2% |
| Infant/Toddler/Preschool Toys |
$3.1 |
$3.4 |
$3.8 |
$3.7 |
$3.4 |
9% |
12% |
-2% |
-9% |
| Outdoor & Sports Toys |
$4.2 |
$5.4 |
$6.0 |
$5.4 |
$4.5 |
29% |
11% |
-10% |
-16% |
| Plush |
$1.3 |
$1.4 |
$1.9 |
$2.5 |
$2.6 |
8% |
37% |
34% |
1% |
| Vehicles |
$1.4 |
$1.6 |
$1.8 |
$1.8 |
$1.8 |
17% |
11% |
0% |
0% |
| Youth Electronics |
$0.5 |
$0.5 |
$0.5 |
$0.5 |
$0.4 |
3% |
6% |
-9% |
-11% |
Chart Source: Circana/Retail Tracking Service/US/Jan-Dec.2023
*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 Circana’s Retail panel and adjustments are made to category hierarchies. Therefore, dollar volumes and trends may shift/change over time.
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