What you need to know

Toys and games remain very relevant to consumers, but while gifting – especially for children – drives sales, many are shopping the category for other reasons, including for adult recipients. Where and how most consumers fulfill their toy purchases remains in flux, with competitive changes impacting the category and providing retailers a chance to win more shoppers. Unlike toy stores, other retailers hoping to expand into the toy category carry a variety of other merchandise as well. As a result, those that drive traffic to stores through toys could potentially gain incremental sales in other categories as well.


For the purpose of this Report, traditional toys and games include the following product segments:

  • Action figures

  • Toy vehicles (eg trucks, boats, planes)

  • Outdoor-related toys excluding bikes (eg scooters, swing sets)

  • Sports-related toys (eg basketball, baseball bats)

  • Dolls and related toys (eg doll clothes and accessories, dollhouses)

  • Arts and crafts (eg clay, crayons)

  • Stuffed animals

  • Building sets (eg LEGOs, wood blocks)

  • Puzzles

  • Card or board games

  • Electronic developmental and learning toys (ie kids-specific learning systems).

This Report does not include coverage of video games, online games, or mobile games. For more information, please see Mintel’s Attitudes toward Gaming – US, June 2018.

The Report builds on the analysis presented in Mintel’s Traditional Toys and Games – US, November 2016 and April 2014.

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