China Continues to Dominate the Doll, Toy, and Game Supplies to the U.S.

Games And Toys June 15, 2018
Author: Anna Sergeeva
Market Analyst

IndexBox has just published a new report "U.S. Doll, Toy, And Game Market. Analysis And Forecast to 2025". Here is a summary of the report’s key findings.

The U.S. Doll, Toy, and Game Market Increased Slightly

In 2017, the U.S. doll, toy, and game market stood at $13,804M in wholesale prices. This figure reflects the total revenue of producers and importers (excluding logistics costs, retail marketing costs, and retailers’ margins, which will be included in the final consumer price). 

According to IndexBox estimates, from 2008 to 2017 the U.S. doll, toy, and game market showed a negative dynamic, due to a decline in import prices. China continues to buoy the American market with cheap toys against stable domestic demand, thereby determining the overall trend pattern of the market value.

Modest Growth on the U.S. Doll, Toy, and Game Market is Forecasted by 2025

The population growth trend and disposable household income figures constitute the two key factors driving the performance of the U.S. doll and toy market. While the U.S. population continues to grow, a typical aspect of the demographic structure in the USA is that there is now a fall in the proportion of people able to work. This, in turn, exerts a negative impact on the doll and toy market: toys are mainly designed and intended for children; purchases of these products are completed by adults. In addition, the recovery of the U.S. economy and improved employment figures on the labour market are contributing to an increase in disposable household income; these factors, combined with population growth, will promote the increased consumption of dolls and toys in the USA. Therefore, the market is expected to grow by on average +2.1% in the medium term, which will lead the market to $16.3B by 2025. 

Doll and Toy Production Is Set to Remain Significantly below Pre-crisis Indices

U.S. doll, toy, and game manufacturing totaled $1,391M in 2017, falling with a CAGR of -6.9% from 2008 to 2017. Overall, doll, toy, and game output contracted by 47% over the last nine year period. Over the last five years, producer revenue in the doll and toy sector was significantly lower than observed in previous years. Since price competition in this sector remains high, domestic manufacturers were forced to cut prices, to compete against inexpensive imports from developing countries, where salary remuneration appears tangibly lower than on the U.S. labour market. 

Nonelectronic Games and Puzzles Occupied 25% of Total Production

In 2017, nonelectronic games and puzzles, including parts accounted for 25% of U.S doll, toy, and game manufacturing, followed by dolls, action figures, toy animals, and stuffed toys, including parts and accessories (7.8%), models (operating and static), craft kits and supplies, natural science kits and sets, and collectors' miniatures (6.6%) and baby carriages and children's vehicles (including parts for children's vehicles sold separately), excluding bicycles with pneumatic tires (5.5%). 

From 2007 to 2017, baby carriages and children's vehicles (including parts for children's vehicles sold separately), excluding bicycles with pneumatic tires (+7.7%) was the fastest growing product category. By contrast, models (operating and static), craft kits and supplies, natural science kits and sets, and collectors' miniatures (-14.4%) and nonelectronic games and puzzles, including parts (-1.3%) illustrated a negative dynamic over the same period. While the share of nonelectronic games and puzzles, including parts (+10 percentage points), dolls, action figures, toy animals, and stuffed toys, including parts and accessories (+4 percentage points) and baby carriages and children's vehicles (including parts for children's vehicles sold separately), excluding bicycles with pneumatic tires (+4 percentage points), increased notably, models (operating and static), craft kits and supplies, natural science kits and sets, and collectors' miniatures reduced  its share from 14% in 2008 to 7% in 2017.

The U.S. Doll, Toy, and Game Market Continues to be Buoyed by Imports

The U.S. doll, toy, and game market is completely dependent on imported products: imports significantly exceed the volume of national production. China controls the Americal toy market, with Mexico, Hong Kong and Canada lagging far behind in terms of total imports. 

China Continues to Dominate the Doll, Toy, and Game Supplies to the U.S. 

The value of total U.S. doll, toy, and game imports totalled $15.2B in 2017, decreasing at an average annual rate of -1.3% from 2007-2017. Throughout the period under review, the market remained almost entirely dependent on imports. Since the toy industry is highly labor-intensive, China, with its well-established industry and relatively low labor costs, shall continue to buoy the American market - it is expected that the reliance on imports will continue in the medium term.

China ($12.4B) constitutes a key supplier of dolls, toys, and games into the U.S., with a share of 81% of total U.S. imports in 2017. The value of imports from China decreased sharply from 2008-2013 and then seesawed through to 2017, thereby determining an overall trend pattern for total imports. The other importing countries lagged far behind in terms of total imports: Mexico ($0.7B), Hong Kong ($0.7B), Canada ($0.3B) and others.

Most of Doll, Toy, and Game Exports Are Sent to Canada and Mexico

The U.S. exported $2.8B of dolls, toys, and games in 2017, an increase of 21% against the previous year. That surge disparaged an eight-year trend of a gradual contraction seen from 2009-2016. In 2017, the main destinations for U.S. doll, toy, and game exports were Canada ($1.1M) and Mexico ($0.5B),  together accounting for approx. 57% of total exports. Paraguay ($0.2M), Chile ($0.1M) and the UK ($0.1M) also constituted major foreign markets for toy exports from the U.S. From 2007-2017, Paraguay (+14.4% per year) and Chile (+13.2% per year) emerged as the fastest growing countries of destination, while exports to Mexico decreased by, on average, -8.4% per year. 

Do you want to know more about the U.S. doll, toy and game market? Get the latest trends and insight from our report. It includes a wide range of statistics on

  • doll, toy and game market share
  • doll, toy and game prices
  • doll, toy and game industry
  • doll, toy and game sales
  • doll, toy and game import
  • doll, toy and game export
  • doll, toy and game market forecast
  • doll, toy and game price forecast
  • key producers of dolls, toys and games

Source: U.S. Doll, Toy, And Game Market. Analysis And Forecast to 2025