U.S. retail sales of toys generated $29.2 billion in 2022, a decrease of 0.2% according to The NPD Group's U.S. Retail Tracking Services that covers 76% of the U.S. Toys Market. While the sales remained relatively flat in 2022, the market grew 33% in 2022 compared to 2019. U.S. market size for the total toy industry for 2022, projected to 100% of the market, was approximately $40 billion, according to The NPD Group Checkout.
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 $5.2 billion according to The NPD Group’s US Retail Tracking Service Market.
| Traditional Toy Categories |
2019 |
2020 |
2021 |
2022 |
2019 vs 2020
% change |
2020 vs 2021
% change |
2021 vs 2022
% change |
| Grand Total (76% of US Toys Market) |
$22.0 |
$25.7 |
$29.2 |
$29.2 |
16.9% |
13.7% |
-0.2% |
| Action Figures & Accessories |
$1.7 |
$1.7 |
$2.1 |
$2.2 |
-1.6% |
24.5% |
4.4% |
| Arts & Crafts |
$1.1 |
$1.2 |
$1.2 |
$1.2 |
12.8% |
3.7% |
0.0% |
| Building Sets |
$1.8 |
$2.3 |
$2.7 |
$2.9 |
25.6% |
16.3% |
8.2% |
| Dolls |
$3.3 |
$3.7 |
$3.8 |
$3.4 |
10.8% |
3.7% |
-11.9% |
| Explorative & Other Toys |
$1.4 |
$1.6 |
$2.2 |
$2.6 |
14.1% |
37.3% |
15.5% |
| Games/Puzzles |
$2.2 |
$3.0 |
$3.5 |
$3.5 |
33.0% |
16.9% |
-0.3% |
| Infant/Toddler/Preschool Toys |
$3.1 |
$3.4 |
$3.8 |
$3.7 |
8.8% |
11.7% |
-1.8% |
| Outdoor & Sports Toys |
$4.2 |
$5.4 |
$5.8 |
$5.2 |
29.2% |
8.5% |
-11.1% |
| Plush |
$1.2 |
$1.3 |
$1.8 |
$2.3 |
8.3% |
31.2% |
31.1% |
| Vehicles |
$1.4 |
$1.6 |
$1.7 |
$1.7 |
16.4% |
8.9% |
-0.6% |
| Youth Electronics |
$0.5 |
$0.5 |
$0.5 |
$0.5 |
2.9% |
7.7% |
-11.5% |
Chart Source: The NPD Group/Retail Tracking Service/US/Jan-Dec.2022
*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 NPD’s Retail panel and adjustments are made to category hierarchies. Therefore, dollar volumes and trends may shift/change over time.
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