As Shipping Crisis Looms, U.S. Toy Sales Up 19 Percent Through First Half of 2021

The following article is based on a press release issued by The NPD Group on August 5, 2021.

August 6, 2021 | U.S. toy industry dollar sales increased 19 percent or $1.7 billion* from January through June 2021, fueled by stimulus checks and families still searching for “safely social toys” amid the pandemic, according to The NPD Group.

The toy industry experienced a compound annual growth rate (CAGR) of 9 percent in both dollars and average selling price (ASP) from 2018 to 2021 with 10 of the 11 supercategories tracked by NPD experiencing growth in 2021. CAGR for units, however, remained flat and ASP growth has slowed compared to last year at this time.

“First half 2021 results highlight the invaluable role toys and play in the lives of American families, and while we hope for continued growth, we also know it does not represent what all of our broad and diverse range of members are experiencing,” said Steve Pasierb, president & CEO of The Toy Association. “With many mid-and small-sized toymakers still recovering from the effects of the pandemic and with hopes pinned on a successful holiday season, the shipping crisis for companies big and small alike is incredibly damaging. With several obstacles before us, we remain cautiously optimistic about how these factors will impact full year growth.”

Outdoor and sports toys continued to see the largest dollar gain of $280 million, while plush once again experienced the fastest dollar growth versus 2020, up 39 percent. Also continuing to trend upward was strategic trading card games, which, driven by Pokémon, was the top dollar growth class among all 96 classes tracked by NPD in toys.

Properties including Barbie, Star Wars, L.O.L. Surprise!, Fisher-Price, Marvel Universe, Hot Wheels, Little Tikes, Nerf and LEGO Star Wars, rounded out the top 10 properties with all posting growth over 2020. 

*Source: The NPD Group/ Retail Tracking Service, January-June 2021