The U.S. toy market saw a decline in sales and volume in 2023, the first decline since the pandemic in 2020. Overall sales were $28 billion and sales volume was 231.5 billion pieces, both down 8%, showing some weakness in the market. However, it is important to note the growth trend in total sales over the past four years, which indicates that the market still has growth potential in the long term.
The building block category is growing the fastest:In 2023, the brick category grew by 8%, with the LEGO brand performing particularly well. This shows that there is still a strong market demand for creative toys and building products.
Plush toys continue to grow:Despite a smaller increase (1%), growth has continued in difficult economic times, showing a steady consumer love for such toys.
Car toys increased slightly:Although the growth is modest, the continued growth indicates that there is a stable market base for this category.
Outdoor & Sports Toys**:The significant** in this category may be related to changes in consumers' leisure habits.
Focus on creative and building toys:The growth of the brick category shows that creative building toys are still popular, and sellers can consider products like LEGO or creative toys similar to them.
Stable market for plush toys:The warm and cute nature of plush toys makes them still popular in an unstable market environment. Consider introducing or increasing investment in such products.
Development of in-car toy categories:There is still room for in-car toys, especially those related to popular IPs such as "Hot Wheels" or "Teenage Mutant Ninja Turtles".
Reduce reliance on outdoor sports toys:In view of the ** of outdoor and sports toys, sellers can appropriately reduce their investment in this category.
Focus on seasonal and festive marketing:Toy purchases are often associated with seasonality and festivals, and sellers need to step up their marketing campaigns during these periods.
Innovation & Value for Money:In a highly competitive market, innovation and cost-effectiveness will be key to attracting consumers.
Despite the challenges facing the U.S. toy market in 2023, category-specific growth, as well as long-term growth trends, suggest that there is still potential in the market. In order to achieve efficient e-commerce management, Cross-border Guard provides network acceleration and remote login functions, so that sellers can easily handle store operations across time zones and regions, improving work efficiency and convenience. Sellers should pay attention to market dynamics, flexibly adjust product selection strategies, and attach importance to innovation and cost-effectiveness to adapt to changing market demand and consumer behavior.