US toy sales exceed $25 billion in 2020! Online shopping leads the trend

Due to long-term home life, the demand for toys for entertainment and recreation has surged. According to data from market research firm NPD Group , toy sales in the United States increased to US$25.1 billion in 2020 , a year-on-year increase of US$3.5 billion from 2019, an increase of 16%.

The market researcher said that as of mid-March 2020, sales of toys in the United States were basically the same as the previous year. However, after the epidemic lockdown, people's disposable income shifted from entertainment such as movie theaters and amusement parks to toys such as skateboards and Lego.

In addition, the federal government's stimulus subsidies are also one of the important reasons for the growth in toy sales. After the federal government's stimulus subsidies were issued, toy sales soared by 38% in May. And thanks to Amazon's "Prime Member Day" promotion and other e-commerce platform discounts, toy sales in October increased again by 33%.

“During the pandemic, parents put their children’s happiness first, and toys can bring more happiness to children, which has largely driven the development of the toy industry,” said Juli Lennett, vice president of NPD Group’s U.S. toy business .

The five categories of toys with the largest growth were fashion dolls and their accessories ( 56%), sports toys (31%), games (29%), building sets (26%), and summer seasonal toys (24%).

The most popular toy brands include LOL Surprise , Barbie , Star Wars , Pokémon , and Marvel Universe , which accounted for 13% of the annual sales . As toy sales increased, the average selling price of all product categories also increased. It can be said that the growth in toy sales in the United States in 2020 was mainly driven by high-priced toys.

In addition to the significant overall growth, the most eye-catching thing in the entire toy industry is the surge in online sales . In 2020, the e-commerce sales of toys increased by 75% year-on-year. As most physical stores have suspended operations, consumers are very worried about going out to shop, which has prompted toy sales to shift online. Not only pure online transactions have performed well, but online ordering and curbside pickup are also popular in the toy industry.

Despite the ups and downs of the epidemic, the trend of home entertainment and learning will continue, and toys used for entertainment will continue to be popular. At the same time, the development space for online toys will be further expanded.

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