U.S. Sales Data

 

Annual U.S. Sales Data

  • U.S. retail sales of toys generated $28.3 billion in 2024 and remained flat vs. last year according to Circana's U.S. Retail Tracking Services* that cover 71% of the U.S. Toys Market.
    *Source: Circana, LLC, Retail Tracking Service, Toys, Dollars Adjusted, January – December 2024
  • Although U.S. retail sales of toys remained flat between 2023 - 2024, the dollar value of the toy market grew 26% in 2024 compared to 2019.*
    *Source: Circana, LLC, Retail Tracking Service, Toys, Dollars Adjusted % Change, 2019 vs. 2024
  • U.S. market size for the total toy industry for 2024, projected to 100% of the market, was approximately $42.0 billion, according to Circana.*
    *Source: Circana, LLC, Checkout Sales Tracking, Toys, Dollars Adjusted, January – December 2024
  • U.S. toy industry dollar volume and trends by Super Category shows Outdoor & Sports Toys continue to be the largest category at $4.3 billion according to Circana.*
    *Source: Circana, LLC, Retail Tracking Service, Toys, Dollars Adjusted, January – December 2024

Dollar Volume and Trends by Super Category:

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.

 

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.  

Copyright 2025. Circana, LLC All Rights Reserved. Proprietary and Confidential. Published with permission of Circana by The Toy Association.

Property of Circana and its affiliates. Licensed for use by Circana clients only. To learn more, contact Marissa Guyduy.