The US traditional toys and games market is growing, with a 5% spending increase expected in 2024, led by popular plush toys and building sets like LEGO. A strong economy supports this growth, despite potential challenges such as labor disruptions.
The traditional toys and games market remains strong, with building sets and plush toys leading the charge. LEGO in particular continues to have a significant presence. Key consumers include mothers and adults purchasing for themselves, while Amazon, Walmart and Target dominate the retail scene. Price, quality and brand trust heavily influence purchasing decisions. Brands in the traditional toys and games market that are looking to integrate AI into toys should tread carefully, as some consumers remain wary of this technology. Licensing agreements for video game properties are expanding into tabletop gaming, drawing in new audiences, while the rise of crowdfunding continues to offer innovative launch strategies. A prosperous holiday season is anticipated, supported by solid economic growth and lower inflation, though potential labor disruptions could pose challenges in the near future.
Readers of this report are likely to be interested in the US Sporting Goods Retailing Report 2024. Or, you can browse all of our Retail Market Research today on the store.
‘With a better economy in 2024 than previous years, new ways to reach shoppers directly, and new properties to excite, count on toys and games to continue to grow.’
Brian Benway
Senior Tech and Gaming Analyst
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