The North America toys market size reached a value of approximately USD 34.73 Billion in 2025. The market is expected to grow at a CAGR of 3.40% between 2026 and 2035, reaching a value of USD 48.52 Billion by 2035.
Base Year
Historical Period
Forecast Period
Compound Annual Growth Rate
3.4%
Value in USD Billion
2026-2035
*this image is indicative*
Toys refer to objects that is primarily targeted for use by children of various ages, for entertainment, activity, and educational purposes. Depending upon the age and preferences of children, a variety of different toys are available that aid in passing the time while also improving cognitive skills.
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The EMR’s report titled “North America Toys Market Report and Forecast 2026-2035 offers a detailed analysis of the market based on the following segments:
Market Breakup by Product
Market Breakup by Age Group
Market Breakup by Distribution Channel
Market Breakup by Country
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United States held a large share of the toy market in North America owing to growing population and rising demand from the consumers. Availability of key manufacturers in United States and presence of a culture to innovate and make creative toys is supporting the growth of the market in the country. Rising disposable income among consumers is allowing them to spend more on entertainment products fuelling the market growth.
The comprehensive EMR report provides an in-depth assessment of the market based on the Porter's five forces model along with giving a SWOT analysis. The report gives a detailed analysis of the following key players in the North America toys market, covering their competitive landscape and latest developments like mergers, acquisitions, investments and expansion plans.
MGA Entertainment Inc. is a toy company founded in 1979 and based in California in the United States. The company is known for manufacturing entertainment and toy products for children.
Hasbro, Inc. was founded in 1923 is based in Rhode Island in the United States. This plastic multinational company manufactures play and entertainment consumer goods such as action figures, and board games.
Mattel Inc. was established in 1945 and has its headquarters in California, United States. This toy company is indulged in designing, manufacturing, marketing, and distributing a variety of toys such as barbie dolls and hot wheels vehicles.
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Other market players include LEGO System A/S, Tomy Company, Ltd., Pop Toy Co., Spin Master Ltd., Funko, LLC, Thames & Kosmos, LLC, and NECA/WizKids LLC, among others.
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*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
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The toys market size in North America reached a value of approximately USD 34.73 Billion in 2025.
The market is expected to grow at a CAGR of 3.40% between 2026 and 2035.
The market is estimated to witness a healthy growth in the forecast period of 2026-2035 to reach about USD 48.52 Billion by 2035.
The key drivers in the market are rising number of children, increasing disposable income, growing awareness of the advantages of toys, and increasing accessibility of various toys.
The key trends of the market are incorporation of technology in toys, increasing importance of outdoor play, rising importance of sustainability, and growing preference for educational toys.
The major countries in the market are the United States and Canada.
The various distribution channel for toys are hypermarkets and supermarkets, departmental stores, and online channels, among others.
Key players in the North America toys market are MGA Entertainment Inc., LEGO System A/S, Hasbro, Inc., Mattel, Inc., Tomy Company, Ltd., Pop Toy Co., Spin Master Ltd., Funko, LLC, Thames & Kosmos, LLC, and NECA/WizKids LLC, among others.
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2025 |
| Historical Period | 2019-2025 |
| Forecast Period | 2026-2035 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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| Breakup by Product |
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| Breakup by Age Group |
|
| Breakup by Distribution Channel |
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| Breakup by Country |
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| Market Dynamics |
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| Competitive Landscape |
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| Companies Covered |
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