In 2023, US toy spending is split between screens and storefronts with 45% buying online while 55% still shop in stores, even as parents paid an average of $324 per child for toys in 2022. The supply chain is just as revealing with China producing 80% of the world’s toys in 2022 and 75% of US toys imported, yet only 2% of EU tested products exceeded safe phthalate limits in 2022. Put together with the $25.1 billion US retail sales in 2023, these contrasts raise a practical question for every buyer and brand, what is changing and what is staying locked in.
Key Takeaways
- 83% of parents in the U.S. purchased toys for children aged 0-12 in 2023.
- 45% of U.S. consumers bought toys online in 2023, compared to 55% in stores.
- Millennial parents spent an average of $324 on toys per child annually in 2022.
- China produced 80% of the world's toys by manufacturing volume in 2022.
- 75% of U.S. toys are imported, primarily from China, per 2023 data.
- Average toy production cost per unit in Asia is $2.50, vs $5 in U.S.
- The global toy market was valued at approximately $104.2 billion in 2022, with a projected CAGR of 4.5% from 2023 to 2030.
- In 2023, the U.S. toy industry retail sales reached $25.1 billion, marking a 0.2% increase from 2022.
- Asia-Pacific held the largest share of the global toy market at 42% in 2022 due to rising disposable incomes.
- Dolls represented 13% of total U.S. toy sales by unit volume in 2023.
- Building toys like LEGO held 10% market share in construction sets category.
- STEM toys grew 12% in unit sales, comprising 15% of educational toys.
- Infant/preschool toys generated $4.8 billion in U.S. sales in 2023, up 2% from prior year.
- Dolls sales in the U.S. hit $3.3 billion in 2023, a 7% increase year-over-year.
- Outdoor and sports toys sales reached $2.1 billion in the U.S. in 2023, flat from 2022.
In 2023, US toy buyers shifted online while demand for educational and plush toys grew, despite safety and import pressures.
Related reading
01 · Category
Consumer Behavior10 stats
01
83% of parents in the U.S. purchased toys for children aged 0-12 in 2023.
02
45% of U.S. consumers bought toys online in 2023, compared to 55% in stores.
03
Millennial parents spent an average of $324on toys per child annually in 2022.
04
62% of parents prioritize educational value when buying toys in 2023 surveys.
05
Holiday season accounts for 40% of annual U.S. toy purchases by consumers.
06
35% of toy buyers are influenced by social media recommendations in 2023.
07
Girls aged 6-12 prefer dolls (28% preference) while boys prefer vehicles (25%).
08
51% of parents report buying sustainable or eco-friendly toys in 2023.
09
Average toy spending per U.S. household with kids under 12 is $412yearly.
10
67% of consumers aged 18-34 gift toys to children outside their family.
Interpretation
Consumer Behavior Interpretation
Consumer behavior around toys is being shaped by shopping channels and content influence, with 45% buying toys online in 2023 and another 35% swayed by social media, while 62% of parents prioritize educational value and 40% of purchases happen during the holiday season.
02 · Category
Manufacturing And Safety10 stats
01
China produced 80% of the world's toys by manufacturing volume in 2022.
02
75% of U.S. toys are imported, primarily from China, per 2023 data.
03
Average toy production cost per unit in Asia is $2.50, vs $5 in U.S.
04
Phthalate levels in toys exceeded safe limits in 2% of tested products in EU 2022.
05
Recyclable materials used in 28% of new toy launches in 2023.
06
U.S. toy recalls totaled 45 incidents in 2023 due to safety hazards.
07
ASTM F963 compliance achieved by 98% of U.S.-sold toys in audits.
08
Global toy manufacturing output reached 12 billion units in 2022.
09
Vietnam's toy exports grew 25% to $1.2 billion in 2023.
10
15% reduction in plastic usage reported by top 10 toy manufacturers in 2023.
Interpretation
Manufacturing And Safety Interpretation
In the manufacturing and safety landscape, China still dominates toy production at 80% of global volume, while safety pressure remains visible with 2% of EU-tested toys exceeding phthalate limits in 2022 and 45 U.S. toy recalls in 2023.
03 · Category
Market Size And Growth20 stats
01
The global toy market was valued at approximately $104.2 billion in 2022, with a projected CAGR of 4.5% from 2023 to 2030.
02
In 2023, the U.S. toy industry retail sales reached $25.1 billion, marking a 0.2% increase from 2022.
03
Asia-Pacific held the largest share of the global toy market at 42% in 2022 due to rising disposable incomes.
04
The plush toy segment accounted for 25.3% of the global toy market revenue in 2022.
05
Educational toys market size was $54.9 billion in 2022, expected to grow to $90.5 billion by 2030 at a CAGR of 6.4%.
06
North America toy market generated $38.6 billion in revenue in 2022, with a projected CAGR of 4.8% through 2030.
07
The doll and doll house segment is anticipated to grow at a CAGR of 5.2% from 2023 to 2030 in the global toy market.
08
Global toy market e-commerce sales reached 28% of total sales in 2022.
09
Europe toy market size was €18.5 billion in 2022, with Germany leading at €3.2 billion.
10
Licensed toys accounted for 40% of U.S. toy sales in 2022, valued at over $10 billion.
11
The global toy market was valued at approximately $104.2 billion in 2022, with a projected CAGR of 4.5% from 2023 to 2030.
12
In 2023, the U.S. toy industry retail sales reached $25.1 billion, marking a 0.2% increase from 2022.
13
Asia-Pacific held the largest share of the global toy market at 42% in 2022 due to rising disposable incomes.
14
The plush toy segment accounted for 25.3% of the global toy market revenue in 2022.
15
Educational toys market size was $54.9 billion in 2022, expected to grow to $90.5 billion by 2030 at a CAGR of 6.4%.
16
North America toy market generated $38.6 billion in revenue in 2022, with a projected CAGR of 4.8% through 2030.
17
The doll and doll house segment is anticipated to grow at a CAGR of 5.2% from 2023 to 2030 in the global toy market.
18
Global toy market e-commerce sales reached 28% of total sales in 2022.
19
Europe toy market size was €18.5 billion in 2022, with Germany leading at €3.2 billion.
20
Licensed toys accounted for 40% of U.S. toy sales in 2022, valued at over $10 billion.
Interpretation
Market Size And Growth Interpretation
The toy and related segments are set for steady expansion with the global toy market reaching about $104.2 billion in 2022 and projected to grow at a 4.5% CAGR through 2030, while educational toys are forecast to jump from $54.9 billion in 2022 to $90.5 billion by 2030 at a 6.4% CAGR, signaling stronger growth within the broader market size and growth category.
More related reading
04 · Category
Product Categories8 stats
01
Dolls represented 13% of total U.S. toy sales by unit volume in 2023.
02
Building toys like LEGO held 10% market share in construction sets category.
03
STEM toys grew 12% in unit sales, comprising 15% of educational toys.
04
Plush toys accounted for 18% of total toy industry units sold globally.
05
Video gaming toys integration saw 22% sales increase in hybrid products.
06
Outdoor and bike toys made up 9% of U.S. market by revenue.
07
Preschool toys segment was 19% of total sales in units worldwide.
08
Collectibles like Funko Pop held 8% of action figure market share.
Interpretation
Product Categories Interpretation
Product categories are clearly shifting toward more specialized and experience driven play, with STEM toys up 12% in unit sales and plush leading globally at 18% of toy units sold.
05 · Category
Sales And Revenue18 stats
01
Infant/preschool toys generated $4.8 billion in U.S. sales in 2023, up 2% from prior year.
02
Dolls sales in the U.S. hit $3.3 billion in 2023, a 7% increase year-over-year.
03
Outdoor and sports toys sales reached $2.1 billion in the U.S. in 2023, flat from 2022.
04
Youth electronics toys sold for $1.8 billion in U.S. retail in 2023, down 1%.
05
Games and puzzles category generated $2.4 billion in U.S. sales in 2023, up 5%.
06
Building sets sales in the U.S. totaled $1.9 billion in 2023, increasing 3%.
07
Vehicles sales (excluding large) were $1.2 billion in U.S. in 2023, down 4%.
08
Arts and crafts toys achieved $1.1 billion in U.S. sales in 2023, up 6%.
09
Plush toys sales hit $1.7 billion in U.S. 2023, a 2% decline.
10
Action figures and accessories sold $1.4 billion in U.S. in 2023, up 1%.
11
Infant/preschool toys generated $4.8 billion in U.S. sales in 2023, up 2% from prior year.
12
Dolls sales in the U.S. hit $3.3 billion in 2023, a 7% increase year-over-year.
13
Outdoor and sports toys sales reached $2.1 billion in the U.S. in 2023, flat from 2022.
14
Youth electronics toys sold for $1.8 billion in U.S. retail in 2023, down 1%.
15
Games and puzzles category generated $2.4 billion in U.S. sales in 2023, up 5%.
16
Building sets sales in the U.S. totaled $1.9 billion in 2023, increasing 3%.
17
Vehicles sales (excluding large) were $1.2 billion in U.S. in 2023, down 4%.
18
Arts and crafts toys achieved $1.1 billion in U.S. sales in 2023, up 6%.
Interpretation
Sales And Revenue Interpretation
Across Sales And Revenue, U.S. toy categories were mostly growing in 2023, with dolls up 7% to $3.3 billion and games and puzzles up 5% to $2.4 billion, while youth electronics toys slipped slightly to $1.8 billion down 1%.
report visual · Comparison
How U.S. consumers buy toys: online vs in-store
Online and in-store are close rivals, with in-store leading overall.
Millennial parents spent an average of $324 on toys per child annually in 2022.$324
83% of parents in the U.S. purchased toys for children aged 0-12 in 2023.
83%
45% of U.S. consumers bought toys online in 2023, compared to 55% in stores.
45%
Reference
Cite This Report
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APA
Leah Kessler. (2026, February 13). Today Industry Statistics. Gitnux. https://gitnux.org/today-industry-statistics
MLA
Leah Kessler. "Today Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/today-industry-statistics.
Chicago
Leah Kessler. 2026. "Today Industry Statistics." Gitnux. https://gitnux.org/today-industry-statistics.
Sources & references
27 datasets cited across this report · attribution is report-level