‌美国玩具市场现状.docxVIP

ASSOCIATES

ASSOCIATES

StateofPlay:

TheUSToyMarket

Winter

Winter2025

SummaryStateofPlay:

Summary

TheUSToyMarket

MarketConsumerCustomerProductsExperiences

.

Tocapturea

Tocaptureasliceof“experience”

spend,Toycoswillbeincreasingly

diversifying

intophysical

entertainmentin2025

Consumerstrends

suggestthatprice

sensitivity,desirefor

Toysthatpromotewell-

being,andnon-parent

purchaserswillbekey

factorsimpactingsales

in2025andbeyond

Recentandupcoming

launchesdemonstrate

afocusonToysfor

‘Kidults,’Nostalgia

Retro,Global

Influences,andMicro

Collectiblesin2025

OverallUSRetail

Toysaleswereflatin

2024,butBuildingSets

andLicensedToysare

expectedtocontinue

providinganeeded

boosttothecategory

in2025

isexpectedto

continuegrowingin

2025;Specialtyand

Bwillremain

waystoreachloyal

consumers,while

FarmRanchmay

helpreachnewones

KAISERKAISER2

ASSOCIATESASSOCIATES

ASSOCIATES

OverallUSRetailToysaleswereflatin2024,butBuildingSetsandLicensedToys

areexpectedtocontinueprovidinganeededboosttothecategoryin2025

USToySalesValuebyProductType,January-December2024

%Change60%YoY

20%0%

20%

0%

Size=

P52W$

-20%

-40%

-50%-40%-30%-20%-10%0%10%20%30%40%50%60%70%80%90%100%110%

-50%-40%-30%-20%-10%0%10%20%30%40%50%60%70%80%90%100%110%

SustainedGrowthRecent

SustainedGrowth

RecentRebound

BuildingSetsToddler/Pre-Scho