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Traditional Toys and Games - US - October 2018
Overview

This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Overview
Executive Summary

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Traditional Toys and Games - US - October 2018
Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

The Market – What You Need to Know
Market Size
Market Breakdown
Market Perspective
Market Factors

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Traditional Toys and Games - US - October 2018
Consumer

Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

The Consumer – What You Need to Know
Items Purchased and Item Recipients
Reasons for Buying
Retailers Shopped
Purchase Influencers
Preferences for Buying
Attitudes toward Toys and Games

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Traditional Toys and Games - US - October 2018
Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Key Players – What You Need to Know
What’s Working?
What’s Struggling?
What’s Next?

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Traditional Toys and Games - US - October 2018
Data

Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Appendix – Data Sources and Abbreviations
Appendix – The Market
Appendix – The Consumer
Search

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.

Definition

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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