Circana publishes US toy industry sales figures for 2023

Circana has published the results of the US toy sales figures for 2023. Compared to 2019, toy sales increased by 26% despite a challenging retail environment

Despite an 8% decline in dollar sales in 2023 compared to the previous year, the industry as a whole saw a $5.7 billion increase in sales since 2019, driven by growth in average selling price (ASP) Dollar sales have increased by an average of 6% year-on-year over the last four years.

2023: a challenging year

“While 2023 was a challenging year for the U.S. toy industry, the four-year compound annual growth rate remains positive,” said Juli Lennett, vice president and toy industry advisor at Circana. “Economic challenges have impacted overall consumer behavior, but let’s not overlook the fact that we have seen an influx of new consumers over the past few years. Keeping these consumers interested with new and exciting products is important for driving future growth.” 

Most popular toys

Building sets recorded the largest and fastest growth with 220 million dollars. LEGO Icons, LEGO Disney Classic and LEGO Speed Champions dominated growth in this category.

The second largest growth was in the plush category with 31 million dollars. Pokémon, Furby, Harry Potter, Snackles, Sesame Street and Cookeez Makery were the main growth drivers here.

In vehicles, which grew by 6 million dollars, the biggest increases came from Hot Wheels, The Fast and The Furious and Ninja Turtles.

Outdoor and sports toys accounted for 16% of total toy sales, but also suffered the biggest decline in sales.

The top toy properties in 2023 include:

• Pokémon
• Barbie
• Squishmallows
• Star Wars
• Marvel
• Hot Wheels
• Fisher-Price
• LEGO Star Wars
• Disney Princess
• Melissa & Doug

You can find more information in the source reference.

Source: www.circana.com