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According to the report by Expert Market Research (EMR), the North America toys market size reached a value of USD 33.59 billion in 2023. Aided by the rising demand for educational and interactive toys, coupled with the resurgence of traditional playthings, the market is projected to further grow at a CAGR of 3.4% between 2024 and 2032 to reach a value of USD 45.39billion by 2032.

Toys have transcended their traditional role of mere playthings to become integral tools for cognitive development and educational purposes. The increasing awareness among parents regarding the importance of learning through play has significantly contributed to the North America toys market demand. Additionally, educational toys, designed to stimulate cognitive skills, creativity, and problem-solving abilities, have gained immense popularity in the North American market.

The resurgence of traditional toys, such as board games and puzzles, has also played a crucial role in the market’s growth. Amidst the digital age, there is a growing trend towards screen-free playtime, leading to a renewed interest in classic toys that offer a nostalgic appeal and promote family bonding.

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The market is further fuelled by the rapid advancements in technology, which have led to the development of innovative and interactive toys. These toys, equipped with artificial intelligence, robotics, and augmented reality, provide an immersive and engaging play experience, catering to the tech-savvy generation of today, consequently driving up the North America toys market share.

The licensing of popular movie and television characters has also been a driving force behind the market’s expansion. Licensed toys, which include action figures, dolls, and playsets based on beloved characters, have a strong appeal to children and collectors alike, contributing to the market’s revenue.

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Moreover, the market is characterised by its seasonal demand, with a significant spike in sales during the holiday season. The fourth quarter of the year, encompassing Black Friday and Christmas, accounts for a substantial portion of the annual toy sales, further driving the North America toys market growth.

The toy market in North America is dominated by the United States due to its expanding population and increasing consumer demand. The presence of prominent manufacturers in the country, coupled with a culture that encourages innovation and creativity in toy-making, is also driving the market’s growth. Moreover, the rising disposable income among consumers is enabling them to allocate more funds toward entertainment products, thereby further fuelling the North America toys market expansion.

Market Segmentation

The market can be divided based on the product, age group, distribution channel, and country.

Market Breakup by Product

• Action Figures
• Building Sets
• Games and Puzzles
• Dolls
• Sports and Outdoor Toys
• Plush
• Vehicles
• Others

Market Breakup by Age Group

• Up to 5 Years
• Between 5 to 10 Years
• Above 10 Years

Market Breakup by Distribution Channel

• Hypermarkets and Supermarkets
• Departmental Stores
• Online Channels
• Others

Market Breakup by Country

• United States
• Canada

Competitive Landscape

The EMR report looks into the market shares, plant turnarounds, capacities, investments, and mergers and acquisitions, among other major developments, of the leading companies operating in the North America toys market. Some of the major players explored in the report by Expert Market Research are as follows:

• MGA Entertainment Inc
• LEGO System A/S
• Hasbro, Inc.
• Mattel, Inc
• Tomy Company, Ltd.
• Pop Toy Co.
• Spin Master Ltd.
• Funko, LLC
• Thames & Kosmos, LLC.
• NECA/WizKids LLC
• Others