Dollar Volume & Trends by Supercategory:
| Super Category |
2019 |
2020 |
2021 |
2022 |
2023 |
2024 |
2020 vs 2019
%change |
2021 vs 2020
%change |
2022 vs 2021
%change |
2023 vs 2022
%change |
2024 vs 2023
%change |
2019 vs 2024
%change |
| All Super Category |
$22.4 |
$26.3 |
$30.4 |
$30.6 |
$28.4 |
$28.3 |
17% |
16% |
1% |
-7% |
0% |
26% |
| Action Figures & Accessories |
$1.8 |
$1.8 |
$2.3 |
$2.4 |
$2.2 |
$2.0 |
1% |
26% |
6% |
-11% |
-7% |
12% |
| Arts & Crafts |
$1.1 |
$1.2 |
$1.3 |
$1.4 |
$1.3 |
$1.2 |
13% |
6% |
2% |
-6% |
-5% |
11% |
| Building Sets |
$1.9 |
$2.3 |
$2.7 |
$2.9 |
$3.2 |
$3.7 |
26% |
16% |
8% |
8% |
16% |
97% |
| Dolls |
$3.4 |
$3.7 |
$3.9 |
$3.5 |
$2.9 |
$2.7 |
11% |
4% |
-11% |
-16% |
-8% |
-21% |
| Explorative & Other Toys |
$1.5 |
$1.7 |
$2.5 |
$2.8 |
$2.5 |
$2.8 |
15% |
46% |
14% |
-11% |
10% |
87% |
| Games/Puzzles |
$2.3 |
$3.0 |
$3.6 |
$3.6 |
$3.6 |
$3.5 |
33% |
18% |
0% |
-1% |
0% |
56% |
| Infant/Toddler/Preschool Toys |
$3.1 |
$3.4 |
$3.8 |
$3.8 |
$3.4 |
$3.4 |
9% |
12% |
-2% |
-9% |
-2% |
8% |
| Outdoor & Sports Toys |
$4.3 |
$5.5 |
$6.1 |
$5.4 |
$4.5 |
$4.3 |
29% |
10% |
-11% |
-16% |
-6% |
0% |
| Plush |
$1.3 |
$1.4 |
$1.9 |
$2.5 |
$2.6 |
$2.6 |
8% |
37% |
33% |
2% |
0% |
102% |
| Vehicles |
$1.4 |
$1.6 |
$1.8 |
$1.8 |
$1.8 |
$1.9 |
17% |
12% |
0% |
1% |
2% |
34% |
| Youth Electronics |
$0.5 |
$0.5 |
$0.5 |
$0.5 |
$0.4 |
$0.4 |
4% |
5% |
-8% |
-12% |
-5% |
-16% |
Chart Source: Circana/Retail Tracking Service/US/Jan-Dec.2024. Dollar amounts rounded; shown in billions.
*Source: Circana, LLC, Retail Tracking Service, Toys, Dollars Adjusted, January – December 2024
**Source: Circana, LLC, Retail Tracking Service, Toys, Dollars Adjusted % Change, 2019 vs. 2024
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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