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U.S. - Dolls And Toys - Market Analysis, Forecast, Size, Trends and Insights
Report Update: Feb 1, 2025

U.S. - Dolls And Toys - Market Analysis, Forecast, Size, Trends and Insights

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Dec 19, 2024

Retailers Cater to Cash-Strapped Shoppers with Affordable Holiday Offerings

Retail giants such as Target and Walmart are increasing their stock of low-cost holiday toys and gifts in a bid to attract financially constrained consumers. According to a report by Jessica DiNapoli from Reuters, these retailers are targeting shoppers earning $50,000 or less by offering toys like Barbies for under $10, a move designed to enhance sales volume in a holiday period projected to be weaker than usual.

The strategy appears to be timely, given the economic landscape characterized by persistent inflation that has significantly increased grocery prices. Retailers and toymakers stand to benefit as selling discretionary items like affordable toys typically yields higher profit margins than essentials such as food. Notably, MGA Entertainment's CEO, Isaac Larian, reported that 60-70% of their sales are comprised of toys priced at $10 and under.

IndexBox data indicates that the United States exported toys valued at approximately $1.3 billion in 2023, with Canada accounting for $855 million of the top export destinations. Meanwhile, toy imports into the U.S. stood at a substantial $15.8 billion, with China leading the suppliers with a whopping $12.2 billion. Other notable import contributors include Vietnam ($1.3 billion) and Mexico ($903.4 million).

The pricing strategy of offering toys at $10 or less — as observed with Mattel's Barbies at Walmart and Target — seeks not only to drive impulse buying but also to accommodate budget-conscious buyers. D.A. Davidson's research highlights how Walmart's average toy price this season is down by 10% from last year, while Amazon's equivalent saw a 3% decline.

Despite these efforts, challenges remain. Retailers risk customers opting for these cheaper products instead of pricier options, potentially hurting sales figures and pinching profit margins. Additionally, such low-cost items could become targets for shoplifting due to their ease of accessibility and concealment.

As the holiday season unfolds, it is evident that retailers are making deliberate changes to their product line-ups, seeking to capture every opportunity to boost sales. For budget-conscious shoppers like Latrina Begley, who plans her holiday shopping trips to stores like Target, Walmart, Marshalls, and Ross, these low-cost promotions offer a direct response to her financial concerns, providing easier access to affordably priced gifts and toys.

Source: IndexBox Market Intelligence Platform

This report provides an in-depth analysis of the toy market in the U.S.. Within it, you will discover the latest data on market trends and opportunities by country, consumption, production and price developments, as well as the global trade (imports and exports). The forecast exhibits the market prospects through 2030.

Product coverage:

  • Prodcom 32401100 - Dolls representing only human beings
  • Prodcom 32401200 - Toys representing animals or non-human creatures
  • Prodcom 32401300 - Parts and accessories for dolls representing only human beings
  • Prodcom 32402000 - Toy trains and their accessories, other reduced-size models or construction sets and constructional toys
  • Prodcom 32403100 - Wheeled toys designed to be ridden by children (excluding bicycles), dolls
  • Prodcom 32403200 - Puzzles
  • Prodcom 32403900 -
  • Prodcom 32403920 - Toy musical instruments and apparatus, toys put up in sets or outfits (excluding electric trains, scale model assembly kits, c onstruction sets and constructional toys, and puzzles), toys and models incorporating a motor, toy weapons
  • Prodcom 32403940 - Other toys of plastics
  • Prodcom 32403960 - Toy die-cast miniature models of metal
  • Prodcom 32403990 - Other toys n.e.c.

Country coverage:

  • United States

Data coverage:

  • Market volume and value
  • Per Capita consumption
  • Forecast of the market dynamics in the medium term
  • Trade (exports and imports) in the U.S.
  • Export and import prices
  • Market trends, drivers and restraints
  • Key market players and their profiles

Reasons to buy this report:

  • Take advantage of the latest data
  • Find deeper insights into current market developments
  • Discover vital success factors affecting the market

This report is designed for manufacturers, distributors, importers, and wholesalers, as well as for investors, consultants and advisors.

In this report, you can find information that helps you to make informed decisions on the following issues:

  1. How to diversify your business and benefit from new market opportunities
  2. How to load your idle production capacity
  3. How to boost your sales on overseas markets
  4. How to increase your profit margins
  5. How to make your supply chain more sustainable
  6. How to reduce your production and supply chain costs
  7. How to outsource production to other countries
  8. How to prepare your business for global expansion

While doing this research, we combine the accumulated expertise of our analysts and the capabilities of artificial intelligence. The AI-based platform, developed by our data scientists, constitutes the key working tool for business analysts, empowering them to discover deep insights and ideas from the marketing data.

  1. 1. INTRODUCTION

    Making Data-Driven Decisions to Grow Your Business

    1. REPORT DESCRIPTION
    2. RESEARCH METHODOLOGY AND AI PLATFORM
    3. DATA-DRIVEN DECISIONS FOR YOUR BUSINESS
    4. GLOSSARY AND SPECIFIC TERMS

  2. 2. EXECUTIVE SUMMARY

    A Quick Overview of Market Performance

    1. KEY FINDINGS
    2. MARKET TRENDS This Chapter is Available Only for the Professional Edition PRO

  3. 3. MARKET OVERVIEW

    Understanding the Current State of The Market and Its Prospects

    1. MARKET SIZE
    2. MARKET STRUCTURE
    3. TRADE BALANCE
    4. PER CAPITA CONSUMPTION
    5. MARKET FORECAST TO 2030

  4. 4. MOST PROMISING PRODUCT

    Finding New Products to Diversify Your Business

    This Chapter is Available Only for the Professional Edition PRO
    1. TOP PRODUCTS TO DIVERSIFY YOUR BUSINESS
    2. BEST-SELLING PRODUCTS
    3. MOST CONSUMED PRODUCT
    4. MOST TRADED PRODUCT
    5. MOST PROFITABLE PRODUCT FOR EXPORT

  5. 5. MOST PROMISING SUPPLYING COUNTRIES

    Choosing the Best Countries to Establish Your Sustainable Supply Chain

    This Chapter is Available Only for the Professional Edition PRO
    1. TOP COUNTRIES TO SOURCE YOUR PRODUCT
    2. TOP PRODUCING COUNTRIES
    3. TOP EXPORTING COUNTRIES
    4. LOW-COST EXPORTING COUNTRIES

  6. 6. MOST PROMISING OVERSEAS MARKETS

    Choosing the Best Countries to Boost Your Exports

    This Chapter is Available Only for the Professional Edition PRO
    1. TOP OVERSEAS MARKETS FOR EXPORTING YOUR PRODUCT
    2. TOP CONSUMING MARKETS
    3. UNSATURATED MARKETS
    4. TOP IMPORTING MARKETS
    5. MOST PROFITABLE MARKETS

  7. 7. PRODUCTION

    The Latest Trends and Insights into The Industry

    1. PRODUCTION VOLUME AND VALUE

  8. 8. IMPORTS

    The Largest Import Supplying Countries

    1. IMPORTS FROM 2012–2024
    2. IMPORTS BY COUNTRY
    3. IMPORT PRICES BY COUNTRY

  9. 9. EXPORTS

    The Largest Destinations for Exports

    1. EXPORTS FROM 2012–2024
    2. EXPORTS BY COUNTRY
    3. EXPORT PRICES BY COUNTRY

  10. 10. PROFILES OF MAJOR PRODUCERS

    The Largest Producers on The Market and Their Profiles

    This Chapter is Available Only for the Professional Edition PRO

  11. LIST OF TABLES

    1. Key Findings In 2024
    2. Market Volume, In Physical Terms, 2012–2024
    3. Market Value, 2012–2024
    4. Per Capita Consumption In 2012-2024
    5. Imports, In Physical Terms, By Country, 2012–2024
    6. Imports, In Value Terms, By Country, 2012–2024
    7. Import Prices, By Country Of Origin, 2012–2024
    8. Exports, In Physical Terms, By Country, 2012–2024
    9. Exports, In Value Terms, By Country, 2012–2024
    10. Export Prices, By Country Of Destination, 2012–2024

  12. LIST OF FIGURES

    1. Market Volume, In Physical Terms, 2012–2024
    2. Market Value, 2012–2024
    3. Market Structure – Domestic Supply vs. Imports, In Physical Terms, 2012-2024
    4. Market Structure – Domestic Supply vs. Imports, In Value Terms, 2012-2024
    5. Trade Balance, In Physical Terms, 2012-2024
    6. Trade Balance, In Value Terms, 2012-2024
    7. Per Capita Consumption, 2012-2024
    8. Market Volume Forecast to 2030
    9. Market Value Forecast to 2030
    10. Products: Market Size And Growth, By Type
    11. Products: Average Per Capita Consumption, By Type
    12. Products: Exports And Growth, By Type
    13. Products: Export Prices And Growth, By Type
    14. Production Volume And Growth
    15. Exports And Growth
    16. Export Prices And Growth
    17. Market Size And Growth
    18. Per Capita Consumption
    19. Imports And Growth
    20. Import Prices
    21. Production, In Physical Terms, 2012–2024
    22. Production, In Value Terms, 2012–2024
    23. Imports, In Physical Terms, 2012–2024
    24. Imports, In Value Terms, 2012–2024
    25. Imports, In Physical Terms, By Country, 2024
    26. Imports, In Physical Terms, By Country, 2012–2024
    27. Imports, In Value Terms, By Country, 2012–2024
    28. Import Prices, By Country Of Origin, 2012–2024
    29. Exports, In Physical Terms, 2012–2024
    30. Exports, In Value Terms, 2012–2024
    31. Exports, In Physical Terms, By Country, 2024
    32. Exports, In Physical Terms, By Country, 2012–2024
    33. Exports, In Value Terms, By Country, 2012–2024
    34. Export Prices, By Country Of Destination, 2012–2024

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