Online Children's Toy Sales in the US - Market Research Report (2014-2029)
New York, United States
Last Updated: August 2024
NAICS OD5103Revenue
$33.6bn
Past 5-Year Growth
Profit
$X.Xbn
Employees
42,299
Businesses
24,954
Wages
$X.Xbn
Online Children's Toy Sales in the US industry analysis
The Online Children's Toy Sales industry has experienced remarkable growth, driven by shifts in consumer behavior and technological advancements. COVID-19 accelerated the adoption of e-commerce as families turned to online platforms for safer purchasing options. This surge cemented digital shopping's role in the market, offering both convenience and a wide range of products. As a result, the industry saw substantial revenue increases during 2020 and 2021, setting new benchmarks for performance. Coupled with rising parental interest in educational toys and innovative retail models like subscription boxes, the industry's trajectory has been significantly positive.
Trends and Insights
- Online children's toys retailers experienced significant growth over the past five years as the popularity of online shopping jumped. While COVID-19 spurred this consumer behavior shift, the industry has continued to reap the benefits.
- Games, including electronic and video games, are the largest product segment for the industry. Because of the large range of toys included in this segment, children of many ages can find toys they are interested in.
- Like most retail industries, the distribution of online toy stores falls broadly in line with the dispersal of the national population. Demand for toy stores is generally greatest in regions with more residents.
- The Online Children's Toy Sales industry competes with brick-and-mortar sales. While more and more consumers are transitioning to online shopping, some still prefer to shop for toys in person because they value the benefit of assessing the toy in person.
Industry Overview
Market size and recent performance (2014-2029)
Industry revenue has grown at a CAGR of 11.6 % over the past five years, to reach an estimated $33.6bn in 2024.
Trends and Insights
COVD-19 driven e-commerce surge changed consumer buying behaviors
- COVID-19 significantly accelerated the shift from brick-and-mortar stores to online platforms as families sought safer purchasing methods. This fundamentally altered buying habits, cementing the role of online shopping in securing toys for both entertainment and education.
- Additional trends and insights available with purchase
Source: IBISWorld
Industry outlook (2024-2029)
Market size is projected to grow over the next five years.
Trends and Insights
Smart toys will drive future growth with interactive learning
- Smart toys blend play with technology, offering interactive learning experiences that engage children in new ways. Features like voice recognition, AI-driven responses and connectivity to educational apps enhance developmental benefits.
Biggest companies in the Online Children's Toy Sales in the US
| Company | Market Share (%)
2024 | Revenue ($m)
2024 | Profit ($m)
2024 | Profit Margin (%)
2024 |
|---|---|---|---|---|
Amazon.Com, Inc. | 4,474.9 | 324.3 | 7.2 | |
Target Corp | 2,551.4 | 150.7 | 5.9 | |
Gamestop Corp. | 1,327.9 | 2.2 | 0.2 |
To view the market share and analysis for all 4 top companies in this industry, view purchase options.
Products & Services Segmentation
Source: IBISWorld
Industry revenue is measured across several distinct product and services lines, including Traditional toys, Electronic games and video games and Hobby, craft and art supplies. Traditional toys is the largest segment of the Online Children's Toy Sales in the US.
Trends and Insights
Electronic and video games are the largest segment
- The electronics segment includes board games, electronic games, video games and active or athletic games, like darts, form the largest product segment for online children’s toy retailers. Their immense popularity and diverse offerings cater to a wide age range.
- More insights available in the full report
Widen you competitive advantage with related industries
Competitors
- Hobby & Toy Stores in the US
- Fabric, Craft & Sewing Supplies Stores in the US
Complementors
- Toy, Doll & Game Manufacturing in the US
- Toy & Craft Supplies Wholesaling in the US
International industries
- Hobby & Toy Stores in Canada
- Toy and Game Retailing in Australia
- Toy and Sporting Goods Wholesaling in New Zealand
- Toy Retailing in the UK
Table of Contents
About this industry
Industry definition
Operators in this industry sell a broad range of toy and hobby goods, including traditional dolls and toys, electronic toys (including video and electronic games), board games, hobby kits and craft supplies, via the internet. These goods are purchased from domestic and international manufacturers and wholesalers and then retailed to the general public online.
What's included in this industry?
Traditional toysElectronic games and video gamesHobby, craft and art suppliesCompanies
Amazon.Com, Inc.Target CorpGamestop Corp.Purchase this report to view all 4 major companies in this industry.
Related Terms
BRICK-AND-MORTARE-TAILERHOLOGRAMIndustry Code
NAICS 45411 - Online Children's Toy Sales in the US
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
Online children's toys retailers experienced significant growth over the past five years as the popularity of online shopping jumped. While COVID-19 spurred this consumer beh...
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2014-2023) and forecast (2024-2029)
- Employees, including historical (2014-2023) and forecast (2024-2029)
- Businesses, including historical (2014-2023) and forecast (2024-2029)
- Profit, including historical (2014-2024)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
Games, including electronic and video games, are the largest product segment for the industry. Because of the large range of toys included in this segment, children of many a...
In this chapter
- Products & Services
- Major Markets
Key metrics
- Largest market segment and value in 2024
- Product innovation level
Charts
- Products & services segmentation in 2024
- Major market segmentation in 2024
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
Like most retail industries, the distribution of online toy stores falls broadly in line with the dispersal of the national population. Demand for toy stores is generally gre...
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each state
- Share of population compared to establishments in each region in 2024
Tables
- Number and share of establishments in each state in 2024
- Number and share of revenue each state accounts for in 2024
- Number and share of wages each state accounts for in 2024
- Number and share of employees in each state in 2024
Detailed analysis
- Geographic spread of the industry across North America, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
The Online Children's Toy Sales industry competes with brick-and-mortar sales. While more and more consumers are transitioning to online shopping, some still prefer to shop f...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2019-2024
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
Amazon has a wide selection of toys to choose from, including both popular brands and lesser-known brands. The company also offers competitive prices on toys, making them a m...
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2020 through 2024
- Major companies in the industry, including market share, revenue, profit and profit margin in 2024
- Overview of Amazon.Com, Inc.'s performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Target Corp's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Gamestop Corp.'s performance by revenue, market share and profit margin from 2018 through 2024
- Overview of revenue, market share and profit margin trend for one additional company
Detailed analysis
- Description and key data for Amazon.Com, Inc., and factors influencing its performance in the industry
- Description and key data for Target Corp, and factors influencing its performance in the industry
- Description and key data for Gamestop Corp., and factors influencing its performance in the industry
- Description, key data and performance trends for one additional company
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
A large portion of industry products is geared toward children under 12 years of age. As a result, the industry is subject to several consumer product safety regulations.
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
- Regulation & Policy historical data and forecast (2014-2029)
- Assistance historical data and forecast (2014-2029)
Detailed analysis
- Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Financial Benchmarks
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Analyst insights
Profit has increased for the industry as a whole over the past five years in line with rising demand and revenue. However, profit varies between retailers depending on the si...
In this chapter
- Cost Structure
- Financial Ratios
- Key Ratios
Key metrics
- Profit margin, and how it compares to the sector-wide margin
- Average wages, and how it compares to the sector-wide average wage
- Largest cost component as a percentage of revenue
- Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio
Charts
- Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Investment vs. share of economy
Data tables
- Industry Multiples (2017-2022)
- Industry Tax Structure (2017-2022)
- Income Statement (2017-2022)
- Balance Sheet (2017-2022)
- Liquidity Ratios (2017-2022)
- Coverage Ratios (2017-2022)
- Leverage Ratios (2017-2022)
- Operating Ratios (2017-2022)
- Cash Flow & Debt Service Ratios (2014-2029)
- Revenue per Employee (2014-2029)
- Revenue per Enterprise (2014-2029)
- Employees per Establishment (2014-2029)
- Employees per Enterprise (2014-2029)
- Average Wage (2014-2029)
- Wages/Revenue (2014-2029)
- Establishments per Enterprise (2014-2029)
- IVA/Revenue (2014-2029)
- Imports/Demand (2014-2029)
- Exports/Revenue (2014-2029)
Detailed analysis
- Trends in the cost component for industry operators and their impact on industry costs and profitability
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2014-2029)
- IVA (2014-2029)
- Establishments (2014-2029)
- Enterprises (2014-2029)
- Employment (2014-2029)
- Exports (2014-2029)
- Imports (2014-2029)
- Wages (2014-2029)
Methodology
How are IBISWorld reports created?
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do IBISWorld analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in the US include:
- US Census Bureau
- US Bureau of Labor Statistics
- US International Trade Commission
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does IBISWorld forecast its data?
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
Frequently Asked Questions
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the market size of the Online Children's Toy Sales in the US industry in United States in 2024?
The market size of the Online Children's Toy Sales in the US industry in United States is $33.6bn in 2024.
How many businesses are there in the Online Children's Toy Sales in the US industry in 2024?
There are 24,954 businesses in the Online Children's Toy Sales in the US industry in United States, which has grown at a CAGR of 8.8 % between 2019 and 2024.
Has the Online Children's Toy Sales in the US industry in United States grown or declined over the past 5 years?
The market size of the Online Children's Toy Sales in the US industry in United States has been growing at a CAGR of 11.6 % between 2019 and 2024.
What is the forecast growth of the Online Children's Toy Sales in the US industry in United States over the next 5 years?
Over the next five years, the Online Children's Toy Sales in the US industry in United States is expected to grow.
What are the biggest companies in the Online Children's Toy Sales in the US market in United States?
The biggest companies operating in the Online Children's Toy Sales market in United States are Amazon.Com, Inc., Target Corp and Gamestop Corp.
What does the Online Children's Toy Sales in the US in United States include?
Traditional toys and Electronic games and video games are part of the Online Children's Toy Sales in the US industry.
Which companies have the highest market share in the Online Children's Toy Sales in the US in United States?
The company holding the most market share in United States is Amazon.Com, Inc..
How competitive is the Online Children's Toy Sales in the US industry in United States?
The level of competition is high and steady in the Online Children's Toy Sales in the US industry in United States.
