미국의 완구 및 게임 시장

In the US, toys and games saw growth in 2024, propelled by the kidult phenomenon and the continued rise of the video games category. The advent of cloud gaming and digital retail tactics had a notable impact on video games. Businesses are directing their efforts towards established brands and the optimisation of e-commerce, with a simultaneous resurgence of traditional brands to capture consumers' interest, especially in traditional toys and games.

Euromonitor International's Toys and Games in USA report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Traditional Toys and Games, Video Games.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Toys and Games market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Growth driven by kidults, tech innovations and rising cloud gaming

KEY DATA FINDINGS

• CHART 1 Key Trends 2024

INDUSTRY PERFORMANCE

• After decline for toys and games in 2023, video games drives growth in 2024
• Success of Final Fantasy VII Rebirth and Lego exemplifies growth of the kidult trend
• CHART 2 Final Fantasy VII Rebirth: Critically Acclaimed 2024 Sequel Expands Iconic RPG Trilogy
• PlayStation pushes cloud gaming via PS Portal and subscription services
• CHART 3 Analyst Insight

WHAT'S NEXT?

• Video games to lead growth in toys and games
• Core brands and media-related releases set to impact the trajectory of toys and games
• Community, legacy and innovation set to contribute to growth

COMPETITIVE LANDSCAPE

• Fisher-Price is revitalised and Lego maintains growth in a fragmented landscape
• Spin Master acquires Melissa & Doug amidst pre-school market challenges
• Fisher-Price and Hasbro reinvigorate core brands amid consumer caution
• CHART 4 Fisher-Price Wood Combines Sustainability and Nostalgia with New FSC-Certified Toys
• Microsoft's change of strategy in response to falling sales

CHANNELS

• E-commerce boom driven by video games software and competitive pricing strategies
• Physical retail also remains important, with omnichannel retailing prevalent
• Mattel set to open its first theme park, also expanding its retail presence

ECONOMIC CONTEXT

• CHART 5 Real GDP Growth and Inflation 2019-2029
• CHART 6 PEST Analysis in the US 2024

CONSUMER CONTEXT

• CHART 7 Key Insights on Consumers in the US 2024
• CHART 8 Consumer Landscape in the US 2024

COUNTRY REPORTS DISCLAIMER

SOURCES

• Summary 1 Research Sources

TRADITIONAL TOYS AND GAMES IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Traditional toys witnessed decline due to inflation, digital shift, and cautious spending
• CHART 9 Key Trends 2024

INDUSTRY PERFORMANCE

• Lego expands its product line-up to appeal to a wider age group, driving growth for construction
• CHART 10 Analyst Insight

WHAT'S NEXT?

• Construction set to lead gains in toys and games
• Media, education policy, and e-commerce shape toys and games
• MagicCon shows community engagement can boost the success of toy brands

COMPETITIVE LANDSCAPE

• Mattel leads rivals through Hot Wheels, and Fisher-Price revamp
• Spin Master expands its offering of pre-school toys with Melissa & Doug acquisition and Ms. Rachel partnership
• Hasbro and Mattel collaborate to reinvigorate Barbie with Play-Doh range
• Mattel partners with Formula 1 to boost the Hot Wheels brand
• CHART 11 Hot Wheels Launches Exclusive F1 Car for Cross-Generational Fans in 2024
• Fisher-Price and Hasbro leverage nostalgia to reinvigorate core brands
• Radio Flyer and Bandai focus on toys related to media releases
• CHART 12 Radio Flyer Expands into Animation with New Storytelling Division

CHANNELS

• Retail e-commerce grows as consumers seek more competitive prices
• Mattel leverages brands to create experiential theme park venture
• Amazon and manufacturer loyalty programmes boost direct-to-consumer online purchases
• Traditional toys and games companies will need to adopt an omnichannel strategy

COUNTRY REPORTS DISCLAIMER

VIDEO GAMES IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Kidult-focused releases, online connectivity, and innovative business models fuelled growth
• CHART 13 Key Trends 2024

INDUSTRY PERFORMANCE

• Video games software drives growth, targeting kidults with key releases
• Pokemon capitalises on the card collecting trend; Digimon emulates its approach
• CHART 14 Pokemon Reinvents Card Collecting with TCG Pocket Launch in 2024
• PlayStation drives cloud gaming via streaming and peripherals
• CHART 15 PlayStation Tests Cloud Streaming on PS Portal to Merge Console and Mobile Gaming
• Final Fantasy VII remake highlights the complexities of kidult-driven remakes
• CHART 16 Analyst Insight

WHAT'S NEXT?

• Video games software set to drive growth in video games
• Focus on core brands expected to shape video games moving forward
• E-sports set to be a growth area along with investment and professionalisation
• Indie developers gain ground amid triple-A issues and publisher layoffs

COMPETITIVE LANDSCAPE

• Microsoft shifts focus to try and boost its share of sales
• Niantic sells its game studio to Scopely amid market shifts
• Big Mode thrives amidst financial pressures and triple-A failures

CHANNELS

• Digital channels dominate video games retail, particularly software, propelled by subscriptions
• Hypermarkets remains an important channel for sales of video games hardware
• Digital key resale platforms grow alongside digital distribution

COUNTRY REPORTS DISCLAIMER