2020
9
US Traditional Toys and Games Market Report 2020
2020-08-27T15:39:28+01:00
OX987004
3695
122960
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Report
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“The toys and games industry saw unexpected growth at the beginning of 2020 due to the COVID-19 pandemic. Consumers of all ages are looking for new and entertaining ways to…

US Traditional Toys and Games Market Report 2020

£ 3,695 (Excl.Tax)

Description

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Traditional Toys and Games: Incl Impact of COVID-19 – US market, and the behaviours, statistics, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Toys and games have seen declining sales over the last couple of years, but the COVID-19 pandemic will change that for 2020 as shelter-in-place orders boost category purchases in Q1. Kids are the top recipient for toy and game purchases, and parents are treating them to an abundance of new items to keep them entertained and learning while out of school. During the pandemic period and the recessionary period to follow, toys and games will be an affordable and convenient alternative to out-of-home leisure, keeping this category stable.

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Expert analysis from a specialist in the field

Written by Ariel Horton, a leading analyst in the Lifestyles & Leisure sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The toys and games industry saw unexpected growth at the beginning of 2020 due to the COVID-19 pandemic. Consumers of all ages are looking for new and entertaining ways to spend their abundant at-home leisure time, and they are turning to toys and games to fill this need. While toys and games will still compete with digital alternatives now and in the future, they have an opportunity to gain some ground now as the leisure market opens up Ariel Horton
Lifestyles & Leisure Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
  2. Executive Summary

    • Market overview
      • Figure 1: US retail sales of traditional toys and games, at current prices, 2017-19
    • Top takeaways
    • Impact of COVID-19 on toys and games
    • Impacts on toy and game manufacturers
    • Impacts on toy and game brands
    • Impact on toy and game consumers
      • Figure 2: Level of category threat (red, yellow, green), April 2020
    • Key consumer trends
    • Parents are key consumers for purchase, but kids drive interest
      • Figure 3: Item recipients, by recipient, March 2020
    • Consumers are purchasing outside of the holidays
      • Figure 4: Purchase intent outside of major holiday season, March 2020
    • Gender neutral purchases are driven by practicality
      • Figure 5: Purchase influencers – Is gender neutral, by child’s gender, March 2020
      • Figure 6: BMC Toys plastic army women project prototypes, January 2020
    • Consumers prioritize toys that combine fun and education
      • Figure 7: Purchase influencers – Promotes STEM skills, by age of children, March 2020
    • Reinventing is key to industry growth
      • Figure 8: Fortnite NERF Instagram post, February 2020
      • Figure 9: Behaviors toward nostalgia and character merchandise, March 2020
    • What’s next
  3. The Impact of COVID-19 on Toys and Games

    • What you need to know
      • Figure 10: Short, medium and longer term impact of COVID-19 on toys and games, May 2020
    • Opportunities and threats
    • Short-term threats
    • Short-term opportunities
      • Figure 11: Time spent per day – At school, February 2020
      • Figure 12: Limited edition Mask doll Frontline Hero Collection, April 2020
      • Figure 13: Here’s to our heroes!, April 2020
    • Medium-term threats
      • Figure 14: Time Spent per day – Leisure activities, February 2020
    • Medium-term opportunities
    • Longer-term threats
    • Long-term opportunities
    • Impact of COVID-19 on the toys and games market
    • Initial boost in sales…
      • Figure 15: Top toy and game category growth in Q1 of 2020, April 2020
    • …followed by a small decline
      • Figure 16: Coronavirus spending habits, April-May 2020
    • How the crisis will affect adults with kids and adults without kids
      • Figure 17: Mintel Trends Drivers
    • Wellbeing
    • Experiences
    • How a COVID-19 recession will reshape the toy and game industry
    • Unemployment will impact long-term spending
      • Figure 18: Initial unemployment claims, weekly, seasonally adjusted, January 2020 – June 2020
      • Figure 19: Consumer confidence and unemployment, 2000-May 2020
    • Birthrate drops mean a shrinking market
      • Figure 20: Annual births and general fertility rate, 2006-18
    • COVID-19: US context
  4. The Market – What You Need to Know

    • While some segments grow, overall market decreases
    • Consumers prefer in-store purchases
    • Both kids and adults are target markets
    • Unemployment will affect spending
  5. Market Size

    • Even with recent sales declines, market outlook is positive
      • Figure 21: US retail sales of traditional toys and games, at current prices, 2017-19
  6. Market Breakdown

    • Outdoor toys have a chance to rebound
      • Figure 22: US retail sales of traditional toys and games – Percentage of market, by segment, at current prices, 2017-19
      • Figure 23: US retail sales of traditional toys and games, by segment, at current prices, 2017-19
  7. Market Perspective

    • Consumers prefer to purchase toys and games in-store
      • Figure 24: Retailers shopped, March 2020
    • In-store purchasing grows while online is hit or miss
      • Figure 25: Differences in retailers shopped, July 2018-March 2020
    • Pandemic leads to screen time concerns
    • Kids spend their own money on toys
      • Figure 26: Leisure spending, by age groups, February 2020
  8. Market Factors

    • Unemployment will drag down median income
      • Figure 27: Median household income, in inflation-adjusted dollars, 2007-18
    • Company cost cutting will continue
  9. Key Trends

    • Brands are staying relevant by reinventing
    • Toy partnerships
    • Diversity and neutrality
    • Toys and games are going green
    • COVID-19 will increase category purchases
    • Playtime changes during and after COVID-19
  10. What’s Happening Now

    • Play-Doh takes advantage of “oddly satisfying”
      • Figure 28: Play-Doh New Compounds Instagram post, November 2019
    • Toy influencers now own the products they pitch
      • Figure 29: Ryan’s World Toys at Walmart post, August 2019
      • Figure 30: Ryan’s World Mystery Egg post, July 2019
      • Figure 31: Behaviors toward toys and games – My child watches unboxing videos, by age of children, March 2020
    • Toys with adult components for kids
      • Figure 32: KidKraft Alexa 2-in-1 Kitchen and Market, February 2020
      • Figure 33: Hot Wheels Cybertruck Instagram post, February 2020
    • Video games are becoming physical toys
      • Figure 34: Halo NERF Instagram post, February 2020
      • Figure 35: Minecraft Earth Boost Minis Twitter post, February 2020
    • Reverse engineering characters
      • Figure 36: DreamWorks Trolls World Tour Instagram post, April 2020
    • Surprises will continue to surprise
      • Figure 37: New Color Reveal Barbie Dolls, December 2019
      • Figure 38: Blume Dolls Instagram post, December 2019
  11. What’s Happening Next

    • Llamas are the new “it” animal
      • Figure 39: Lili Llama Musical Toy TOTY award finalist, November 2019
    • Thinking beyond race and reading between the lines of gender
      • Figure 40: Barbie diversity Twitter post, January 2020
      • Figure 41: Creatable World All Welcome Instagram post, September 2019
    • “Gender neutral” toys are just toys now
      • Figure 42: BMC Toys Plastic Army Women Project Prototypes, January 2020
    • Evolution of environmentally friendly toys
      • Figure 43: Wild Republic EcoKins Instagram post, August 2019
    • Sustainability in toy rental programs
    • Purchasing local
  12. Trends as a Result of COVID-19

    • Board games and puzzle sales are on the rise
      • Figure 44: Ellen puzzle post, March 2020
    • Outdoor toys bounce back
      • Figure 45: Little Tikes Leap Day Instagram post, February 2020
    • Parents will look to blend school and leisure through STEM
    • Want for “experiences” may decrease post COVID-19 due to health concerns
      • Figure 46: Behaviors toward toys and games – I would rather buy an experience than a toy or game, by parental status, March 2020
    • Kids will be more independent and play on their own
  13. The Consumer – What You Need to Know

    • Kids drive purchasing
    • Adults look to relax and to be challenged
    • Family makeup can affect purchasing
    • A trusted brand name is essential
    • Birthdays are a year-round major holiday
    • STEM is still important
    • New and old characters resonate
  14. Toys and Games Purchased

    • Top toys and games
      • Figure 47: Items purchased, March 2020
      • Figure 48: Number of toy types purchased, March 2020
    • Areas of growth and decline
      • Figure 49: Percentage point difference of items purchased, July 2018-March 2020
    • Gender roles in toy and game buying
      • Figure 50: Items purchased, by gender, March 2020
    • Less category interest for Black adults
      • Figure 51: Items purchased, by race, March 2020
  15. Who Toys and Games Are Purchased For

    • Children remain the dominate recipients for toys and games
      • Figure 52: Item recipients, March 2020
      • Figure 53: Item recipients, March 2020
    • More popular for kids, less popular for adults, and vice versa
      • Figure 54: Item recipients, by recipient, March 2020
    • Consumers buy more for their own kids
      • Figure 55: Item recipients, by type of child recipient, March 2020
    • Adults are purchasing for themselves
      • Figure 56: Item recipients, by adult recipient, March 2020
  16. Kids’ Role in Toy Buying

    • Parents are more likely to purchase
      • Figure 57: Items purchased, by parental status, March 2020
      • Figure 58: Count of toy types purchased, by parental status, March 2020
    • Families with younger children are purchasing more toys
      • Figure 59: Repertoire of items purchased, by age of children, March 2020
    • More children equals more toys and games
      • Figure 60: Items purchased, by parental status, March 2020
  17. Retailers Shopped

    • Mass merchandisers
      • Figure 61: Retailers shopped, March 2020
    • Mass merchandisers fill the specialty toy gap
      • Figure 62: Percentage point difference of retailors shopped, July 2018-March 2020
    • Race affects which mass merchandiser consumers shop
      • Figure 63: Retailers shopped, by race and Hispanic origin, March 2020
  18. Important Factors When Purchasing

    • Brand name is the most important
      • Figure 64: Purchase influencers, March 2020
    • Value in reaching both kids and adults
      • Figure 65: TURF analysis – Purchase influencers, March 2020
    • Diversity is top of mind of non-White consumers
      • Figure 66: Children of the World Memory Game Instagram post, December 2019
      • Figure 67: Our People of Colors art supplies Facebook post, February 2019
      • Figure 68: Purchase influencers – Promotes diversity, by race, March 2020
    • Gender neutral more important for parents who have both boys and girls
      • Figure 69: Hot Wheels Belle Beauty and The Beast Disney Character Cars, April 2020
      • Figure 70: Purchase influencers – Is gender neutral, by child’s gender, March 2020
      • Figure 71: Behaviors toward toys and games – Gendered toys, by child’s gender, March 2020
    • Growing with the child is only important for younger kids
      • Figure 72: Purchase influencers – Grows with my child, by age of children, March 2020
  19. Who Influences Purchases

    • Parents ask their children, and other adults ask the parents
      • Figure 73: Purchase influencers, by parental status, March 2020
    • Combination of kids and social media influencers is powerful
      • Figure 74: Behaviors toward toys and games – Social media influence, by age of children, March 2020
    • Frequent toy purchasers are more influenced by media
      • Figure 75: Behaviors toward toys and games, by repertoire of items purchased, March 2020
  20. Purchasing Outside of the Holiday Season

    • Birthdays are their own major holiday
      • Figure 76: Purchase intent outside of major holiday season, March 2020
    • What motivates parents
      • Figure 77: Purchase intent outside of major holiday season, by parental status, March 2020
    • Celebrating small holidays
      • Figure 78: Purchase intent outside of major holiday season, by age of children, March 2020
    • Moms are more gift driven
      • Figure 79: Purchase intent outside of major holiday season, by gender, March 2020
  21. Educational Toys

    • Educational components are more important for young kids
      • Figure 80: Crayola Paper Flower Science Kit, February 2020
      • Figure 81: Design & Drill: Bolt Buddies by Educational Insights, February 2020
      • Figure 82: Items purchased – Educational toys, by age of children, March 2020
      • Figure 83: Purchase influencers – Promotes STEM skills, by age of children, March 2020
      • Figure 84: Purchase intent outside of major holiday season – As a learning tool, by age of children, March 2020
    • Asian consumers make STEM a priority in toy buying
      • Figure 85: Purchase influencers – Promotes STEM skills, by race and Hispanic Origin, March 2020
      • Figure 86: Purchase intent outside of major holiday season – As a learning tool, by race and Hispanic origin, March 2020
    • Adults with higher education are more concerned with STEM
      • Figure 87: Purchase influencers – Promotes STEM skills, by education, march 2020
  22. Characters in Toys and Games

    • Old and new characters are both popular
      • Figure 88: Behaviors toward nostalgia and character merchandise, March 2020
      • Figure 89: Behaviors toward nostalgia and character merchandise, March 2020
      • Figure 90: Baby Yoda toy announcement, December 2019
    • There is safety in delayed character buying
      • Figure 91: Behaviors toward nostalgia and character merchandise, March 2020
    • Dads connect with kids through characters
      • Figure 92: Behaviors toward nostalgia and character merchandise, by gender and parental status, March 2020
    • Older characters appeal to all generations
      • Figure 93: Behaviors toward nostalgia and character merchandise, by generation, March 2020
  23. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Consumer survey data
    • Direct marketing creative
    • Abbreviations
    • Abbreviations
  24. Appendix – The Consumer

      • Figure 94: Table – TURF analysis – Purchase intent outside of major holiday season, March 2020
    • Methodology

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