Annual U.S. Sales Data
(Scroll down for mid-year 2017 U.S. Sales Data)
U.S. market size for the total toy industry is approximately $27 billion.
Year-end sales data for 2017 shows a 1 percent increase in domestic toy sales from 2016.
This data is representative of retailers that participate in The NPD Group’s Retail Tracking Service, representing approximately 80 percent of the U.S. retail market for toys. When factoring up to 100 percent for a total market figure, NPD estimates the U.S. market size for the total toy industry to be approximately $27 billion 2017.
| Traditional Toy Categories | 2015 | 2016 | 2017 | 2015 vs 2016 | 2016 vs 2017 |
| Grand Total | $19.43 | $20.53 | $20.74 | 6% | 1% |
| Action Figures & Accessories | $1.46 | $1.44 | $1.37 | -1% | -5% |
| Arts & Crafts | $1.03 | $0.98 | $0.90 | -5% | -8% |
| Building Sets | $2.02 | $1.97 | $1.85 | -3% | -6% |
| Dolls | $2.62 | $2.90 | $3.02 | 11% | 4% |
| Games/Puzzles | $1.64 | $2.02 | $2.09 | 23% | 3% |
| Infant/Toddler /Preschool Toys |
$3.11 | $3.20 | $3.24 | 3% | 1% |
| Youth Electronics | $0.62 | $0.58 | $0.59 | -6% | 1% |
| Outdoor,Sports Toys | $3.41 | $3.73 | $3.76 | 9% | 1% |
| Plush | $1.04 | $1.17 | $1.26 | 13% | 8% |
| Vehicles | $1.43 | $1.46 | $1.42 | 2% | -3% |
| All Other Toys | $1.07 | $1.09 | $1.25 | 2% | 15% |
*Dollar amounts shown in billions.
Source: The NPD Group, Inc. All Rights Reserved. Copyright 2018. The NPD Group’s U.S. Toy Retail Tracking Service, published with permission of The NPD Group by The Toy Association. To learn more, contact NPD’s Marissa Guyduy (516.625.2203).
U.S. Sales Data: January to October 2017
The U.S. toy industry grew its dollar sales by 3 percent to $11.95 billion from January through October 2017 compared to the same period in 2016 according to The NPD Group.
This data is representative of retailers that participate in The NPD Group’s Retail Tracking Service, representing approximately 80 percent of the U.S. retail market for toys.
| Total Traditional Toy Categories | January-October 2016 | January-October 2017 | 2016vs 2017 |
| Grand Total | $11.62 | $11.95 | 3% |
| Action Figures & Accessories | $0.95 | $0.89 | -7% |
| Arts & Crafts | $0.52 | $0.51 | -2% |
| Building Sets | $1.14 | $1.04 | -8% |
| Dolls | $1.50 | $1.60 | 7% |
| Games/Puzzles | $1.06 | $1.19 | 12% |
| Infant/Toddler/Preschool Toys | $1.67 | $1.69 | 1% |
| Youth Electronics | $0.24 | $0.24 | 2% |
| Outdoor & Sports Toys | $2.50 | $2.55 | 2% |
| Plush | $0.68 | $0.77 | 13% |
| Vehicles | $0.67 | $0.70 | 4% |
| All Other Toys | $0.68 | $0.78 | 14% |
*Dollar amounts shown in billions. Data is representative of retailers that participate in The NPD Group’s Retail Tracking Service. NPD’s current estimate is that the Retail Tracking Service represents approximately 80 percent of the U.S. retail market for Toys. While NPD does not project its toys retail sales to reflect the total market, when factoring up to 100 percent for a total annual market figure, NPD estimates the U.S. market size for the total toy industry to be at about $27 billion.
Source: The NPD Group, Inc. All Rights Reserved. Copyright 2018. Published with permission of The NPD Group by The Toy Association. To learn more, contact NPD’s Marissa Guyduy (516.625.2203).
