In 2024, growth in traditional toys and games in the US is expected to be low in current value terms, as inflationary issues impacting consumer spending in 2023 will not be resolved until later in the year. In 2025, the category is expected to return to a higher rate of current value growth.
In autumn 2024, Spin Master will reveal a new line of toys targeted towards infants and pre-schoolers, created in partnership with Ms Rachel, an early childhood educator and YouTube sensation, whose channel boasts over 8 million subscribers. The partnership with Ms Rachel comes on the heels of Spin Master’s acquisition in September 2023 of Melissa & Doug, a puzzle and toy brand which also targets the infant and pre-school demographic.
The share of retail e-commerce continued to grow in traditional toys and games in 2023, although at a slower pace, and an area to watch in the forecast period will be live shopping. In September 2023, TikTok launched TikTok Shop in the US market.
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Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See All of Our DefinitionsThis report originates from Passport, our Traditional Toys and Games research and analysis database.
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