North America Toys Market Size, Share & Growth 2025-2034

The North America toys market has been witnessing steady growth, driven by increasing consumer spending, rising birth rates in certain regions, and the growing popularity of interactive and educational toys. Toys are not only a source of entertainment but also play a critical role in child development, including motor skills, cognitive abilities, and creativity. Technological advancements, such as smart toys, augmented reality (AR) and STEM-based products, are reshaping the market, appealing to both children and parents. E-commerce platforms and digital marketing strategies have further expanded the reach of toy manufacturers, enabling them to tap into diverse consumer segments across North America.

North America Toys Market Size

In 2024, the North America toys market was valued at approximately USD 33.59 Billion, reflecting strong demand from both traditional and digital toy segments. The market encompasses various categories, including action figures, dolls, educational toys, electronic toys, and outdoor toys. By 2034, the market is projected to reach USD 46.93 Billion, growing at a CAGR of 3.40% during the forecast period of 2025–2034. This growth is fueled by continued investments in product innovation, enhanced retail distribution, and rising disposable incomes among households in the region.

North America Toys Market Trends

Several trends are shaping the North America toys market:

• Increasing adoption of STEM and educational toys that promote learning and development.

• Growth of digital and interactive toys, including AR/VR-based products and AI-powered toys.

• Rising preference for eco-friendly and sustainable toys, aligning with consumer environmental awareness.

• Expansion of e-commerce and online retail platforms, enabling wider access to both mainstream and niche products.

• Collaborations between entertainment franchises and toy manufacturers, boosting the popularity of themed toys.

North America Toys Market Segmentation

Breakup by Product

• Action Figures

• Building Sets

• Games and Puzzles

• Dolls

• Sports and Outdoor Toys

• Plush

• Vehicles

• Others

Breakup by Age Group

• Up to 5 Years

• Between 5 to 10 Years

• Above 10 Years

Breakup by Distribution Channel

• Hypermarkets and Supermarkets

• Departmental Stores

• Online Channels

• Others

North America Toys Market Growth

The North America toys market is expected to grow due to several key factors:

• Rising consumer spending on children’s products, fueled by higher disposable incomes.

• Increasing demand for educational and STEM-based toys that combine learning with fun.

• Technological integration in toys, including interactive, AR, and smart devices.

• Expansion of retail channels, including online marketplaces, specialty stores, and hypermarkets.

• Strategic partnerships and licensing deals between toy manufacturers and entertainment brands.

• Growing awareness of eco-friendly and sustainable toys, attracting environmentally conscious consumers.

• Innovations in product design and safety standards, improving market acceptance and trust.

North America Toys Market Forecast

From 2025 to 2034, the North America toys market is projected to maintain steady growth at a CAGR of 3.40%, reaching USD 46.93 Billion by 2034. Educational and interactive toys will continue to dominate the market, while sustainable and eco-friendly products will gain higher market share. North America’s mature retail sector, combined with digital distribution and increasing consumer awareness, will contribute to long-term market stability. Technological advancements in smart toys and licensing of popular entertainment franchises will further support the market’s growth trajectory over the forecast period.

Competitive Analysis

The North America toys market is highly competitive, with global and regional players striving to innovate, expand their distribution networks, and cater to changing consumer preferences. Key players include:

• MGA Entertainment Inc – Known for the popular L.O.L. Surprise! brand and other innovative toy lines.

• LEGO System A/S – A global leader in construction toys and educational kits.

• Mattel, Inc – Offers iconic brands like Barbie, Hot Wheels, and Fisher-Price, targeting diverse age groups.

• Tomy Company, Ltd. – Focused on innovative toys and licensed products for children of all ages.

• Pop Toy Co. – Engaged in producing trendy and collectible toys with wide retail availability.

• Funko, LLC – Specializes in licensed collectible figures and pop culture merchandise.

• Others – Regional manufacturers and emerging brands contributing to niche markets and product diversification.