Toys and games are forecast to reach $121.2 billion in retail sales in 2026, continuing the 2.1% year-over-year revenue growth seen from 2023 to 2024. U.S. buyers also have moved online, with 37.0% purchasing toys and games online in 2022. Safety oversight remains active, including 26,000 U.S. toy-related recalls involving 5.0 million units in 2021.
Key Takeaways
- $121.2 billion toys and games retail sales in 2026 (calendar year, forecast)
- 2.1% year-over-year growth in the global toys & games market revenue from 2023 to 2024
- $30.6 billion children’s products category market size (U.S.) in 2023
- In 2021, the U.S. recorded 26,000 toy-related recalls involving 5.0 million units (CPSC data)
- The EU’s Rapid Alert System (RAPEX) issued 1,000 toy-related notifications in 2023 (toys/costume jewellery)
- The European Commission reported 4,414 notifications for products “toys/costume jewellery” via RAPEX in 2023
- U.S. employment in NAICS 339920 (Sporting and Athletic Goods Manufacturing) was 105,000 in 2023 (BLS QCEW)
- U.S. industrial production for “consumer goods” increased 3.0% in 2023 (Federal Reserve)
- In 2022, Bangladesh produced 2.6% of the world’s apparel (use as proxy for manufacturing capacity trends affecting toy supply chains)
- Fortnite had 152 million monthly active users (MAU) in 2023 (Epic Games public disclosures via earnings)
- The global educational toys market expected to grow at a CAGR of 6.5% from 2024 to 2032 (IMARC forecast)
- $42.6 billion global toys market revenue by 2032 forecast (constant 2023 prices per forecast methodology).
- HS 9503 toys and games accounted for 4.0% of total imports into the United States by value in 2023.
- In 2023, the United States imported $5.7 billion of toys and games from China (HS 9503).
- In 2023, Germany imported $1.3 billion of toys and games (HS 9503).
Global toy and games sales are forecast to reach $121.2 billion in 2026, with e commerce driving growth.
Related reading
01 · Category
Market Size7 stats
01
$121.2 billion toys and games retail sales in 2026 (calendar year, forecast)
02
2.1% year-over-year growth in the global toys & games market revenue from 2023 to 2024
03
$30.6 billion children’s products category market size (U.S.) in 2023
04
$12.6 billion online toys and games sales in the United States in 2025 (forecast)
05
37.0% of toy buyers in the U.S. reported they purchased toys and games online in 2022
06
$9.7 billion value of toys and games imported into the United Kingdom in 2023
07
5.2% share of global merchandise trade attributed to toys and games (HS 9503) in 2022
Interpretation
Market Size Interpretation
The toys and games market is projected to reach $121.2 billion in 2026 with steady 2.1% year over year revenue growth from 2023 to 2024, showing that the Market Size category is driven by consistent global expansion alongside strong U.S. online sales growth trends like $12.6 billion forecast for 2025.
02 · Category
Safety & Compliance9 stats
01
In 2021, the U.S. recorded 26,000 toy-related recalls involving 5.0 million units (CPSC data)
02
The EU’s Rapid Alert System (RAPEX) issued 1,000 toy-related notifications in 2023 (toys/costume jewellery)
03
The European Commission reported 4,414 notifications for products “toys/costume jewellery” via RAPEX in 2023
04
At least 21 U.S. toy-related incidents with injuries were investigated as part of CPSC’s 2023 recall activity (CPSC injury reports)
05
The U.S. Consumer Product Safety Commission’s mandatory toy safety standard includes limits on lead in accessible parts (0.009% total lead in paint/coatings and similar accessibility limits)
06
Under the U.S. CPSIA, children’s products must meet phthalate limits (e.g., for toys and child care articles: 0.1% for specified phthalates)
07
Under the EU Toy Safety Directive 2009/48/EC, toys must comply with chemical safety requirements including migration limits set in the directive and standards
08
In 2022, the EU RAPEX system recorded 4,118 notifications for “toys/costume jewellery”
09
In 2021, the EU RAPEX system recorded 3,742 notifications for “toys/costume jewellery”
Interpretation
Safety & Compliance Interpretation
In the Safety and Compliance category, toy safety enforcement is clearly escalating in Europe as RAPEX notifications for toys and costume jewellery rose from 3,742 in 2021 to 4,118 in 2022 and 4,414 in 2023, alongside the U.S. recording 26,000 toy recalls affecting 5.0 million units in 2021.
03 · Category
Manufacturing & Labor5 stats
01
U.S. employment in NAICS 339920 (Sporting and Athletic Goods Manufacturing) was 105,000 in 2023 (BLS QCEW)
02
U.S. industrial production for “consumer goods” increased 3.0% in 2023 (Federal Reserve)
03
In 2022, Bangladesh produced 2.6% of the world’s apparel (use as proxy for manufacturing capacity trends affecting toy supply chains)
04
In 2023, global shipping containers experienced an average peak-to-trough time impact of about 3–4 weeks vs. baseline due to port congestion (UNCTAD)
05
In 2023, the U.S. imported 1.3 billion units of toys and games (HS 9503) (UN Comtrade)
Interpretation
Manufacturing & Labor Interpretation
With U.S. sporting and athletic goods manufacturing employing 105,000 people in 2023 while U.S. toy and games imports hit 1.3 billion units in 2023, supply is clearly being stretched by broader manufacturing and labor conditions, including a 3.0% rise in consumer goods output and global logistics friction where shipping containers faced about 3 to 4 weeks of extra delay from port congestion.
More related reading
04 · Category
Industry Trends3 stats
01
Fortnite had 152 million monthly active users (MAU) in 2023 (Epic Games public disclosures via earnings)
02
The global educational toys market expected to grow at a CAGR of 6.5% from 2024 to 2032 (IMARC forecast)
03
$42.6 billion global toys market revenue by 2032 forecast (constant 2023 prices per forecast methodology).
Interpretation
Industry Trends Interpretation
With Fortnite reaching 152 million monthly active users in 2023 and forecasts calling for the educational toys market to grow at a 6.5% CAGR from 2024 to 2032 alongside a $42.6 billion global toys market by 2032, industry trends point to sustained expansion driven by engaging, learning-focused play experiences.
05 · Category
Trade & Customs4 stats
01
HS 9503 toys and games accounted for 4.0% of total imports into the United States by value in 2023.
02
In 2023, the United States imported $5.7 billion of toys and games from China (HS 9503).
03
In 2023, Germany imported $1.3 billion of toys and games (HS 9503).
04
In 2023, the UK imported $1.9 billion of toys and games (HS 9503).
Interpretation
Trade & Customs Interpretation
In 2023, toys and games under HS 9503 made up 4.0% of the United States’ total imports by value, with China supplying $5.7 billion compared with $1.3 billion for Germany and $1.9 billion for the UK, underscoring how dominant cross-border trade flows shape the Trade and Customs picture for this category.
Reference
Cite This Report
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APA
Diana Reeves. (2026, February 13). Toys Industry Statistics. Gitnux. https://gitnux.org/toys-industry-statistics
MLA
Diana Reeves. "Toys Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/toys-industry-statistics.
Chicago
Diana Reeves. 2026. "Toys Industry Statistics." Gitnux. https://gitnux.org/toys-industry-statistics.
Sources & references
28 datasets cited across this report · attribution is report-level
+15 additional datasets cited (not shown individually)