The U.S. toy market is rebounding in 2025 after a sluggish 2024, with dollar sales up 6% and units sold rising 3% in the year’s first half. Growth is driven by adults and older children, and average prices are also increasing. Seven out of 11 major toy categories saw gains, with games, puzzles, and licensed toys leading the way, especially those tied to movies and video games.
Key Takeaways
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Adult toy buyers are a significant force, with purchases for recipients aged 18 and older rising 18%, nearly split between men and women, reflecting a shift in consumer demographics.
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Licensed and movie-linked toys saw especially strong sales, capitalizing on tie-ins with popular media, and now account for a growing share of the overall market.
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Games and puzzles led category growth with a 39% increase, highlighting changing interests and preferences among consumers for interactive and mentally engaging toys.
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