Traditional Toys and Games - US - November 2016
The toy market totals an estimated $26.2 billion in 2016 and has experienced strong growth in the past two years. This trajectory is likely to continue into 2017 given the positive economic climate and the anticipated release of new installments in movie franchises popular with kids. Character merchandising is an important component of growth, but toy companies are also looking to integrate new technologies such as robotics and augmented reality into their products to delight shoppers.
This report examines the following issues:
- Kids 12+ age out of the toy category
- Older adults have limited exposure to the market
- Amazon a likely choice for shoppers with older kids
The toy industry is thriving, bolstered by a positive economic climate, new innovations in the category, and the success of several big-budget movie franchises. However, this industry is highly competitive and dominated by a few key players. Sustaining the growth of this market will depend on large toy companies responding quickly to changing consumer preferences and smaller players carving out niche areas for themselves in a busy category.
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