Doll, Toy and Game Manufacturers

The 500 Doll, toy and game manufacturers in the US design and produce complete dolls, doll parts, doll clothes, action figures, toys, electronic and nonelectronic games, hobby kits, and children's vehicles (except metal bicycles and tricycles). The majority of toy production and supply chains are in Asia and Mexico. Large firms may own manufacturing facilities abroad, and both large and small firms rely on third-party contract manufacturing in foreign countries.

Trends and Fads

The toy market is subject to fads and trends based on popular culture, movies, media, fashion, or technology.

Seasonal, Uneven Demand

Demand for toys, games, and dolls is highly seasonal and peaks during the winter holiday season and around major theatrical releases for the related products.

Sep 2, 2026 - Hasbro Growth Supports Toy Outlook

• Hasbro’s second-quarter results point to a firmer outlook for the US toy manufacturing industry, with demand improving but growth concentrated in select categories and tempered by cost pressure. Hasbro’s Consumer Products revenue rose 5%, including 17% growth in North America, while its toy and game business posted a third consecutive quarter of growth. Management said gamified, entertainment-driven, multi-purchase, and multi-generational products continue to outperform the broader toy market, signaling particular strength in collectibles, licensed products, and “kidult” demand. Retailer order books are returning to historical patterns and category momentum remains solid, supporting the holiday outlook. However, higher input costs, royalties, oil prices, and trade-policy uncertainty remain margin risks, while management still sees the holiday season as a source of uncertainty.
• Weaker consumer confidence in August suggests a potentially cautious outlook for US toy, doll, and game manufacturers, as households may become more selective about discretionary purchases and retailers may respond with tighter orders. The University of Michigan’s Consumer Sentiment Index fell 6.3% to 51.7, signaling softer overall spending confidence. Its Current Economic Conditions Index declined 5.3% to 51.9, suggesting greater near-term budget pressure, while the Expectations Index dropped 7.0% to 51.5, potentially weighing on future toy demand. The Conference Board’s Consumer Confidence Index slipped to 89.4. Its Present Situation Index rose 6.8 points to 121.2, offering some support from improved labor-market perceptions. However, its Expectations Index fell 5.8 points to 68.2, suggesting manufacturers may face more cautious retailer ordering and promotional pressure ahead.
• US toy industry sales grew 13% through April 2026, with unit sales up 5% and average selling prices rising 7%, signaling strong demand for US toy, game, and doll manufacturers despite softer discretionary spending overall, according to Circana. Growth was led by games and puzzles (+39%), explorative and other toys (+36%), and building sets (+20%), fueled by Pokémon, LEGO, MLB, and NeeDoh products. Adult consumers continued to drive demand, with those 18 and older accounting for 35% of industry growth, while female recipients generated more than half of total growth. Manufacturers also benefited from consumers trading up to mid-tier and premium products. Social commerce emerged as a key sales driver, with TikTok Shop accounting for 3% of U.S. e-commerce toy, hobby, and collectible sales, helping propel triple-digit growth in squishy toys through viral content and collectible trends.
• NeeDoh, a squishy stress-relief toy turned viral sensation, illustrates how US toy manufacturing is increasingly driven by unpredictable, social media-fueled demand, according to a recent Wall Street Journal article. The product—sold for under $10 and popular among kids and teens as both a toy and status symbol—saw demand surge 10x, causing its US-based maker, Schylling, to sell out six months of inventory in just six weeks. While this creates rapid sales growth, it also exposes challenges: manufacturers struggle to keep up with spikes, face copycat competition, and risk overproducing if trends fade. Companies are hesitant to scale too quickly, reflecting an industry shifting toward short-lived, viral hits rather than stable, predictable demand.

Industry size & Structure

The average toy manufacturer operates out of a single location, employs 13 workers, and generates about $4 million annually.

• The toy manufacturing industry consists of about 500 firms that employ about 6,380 workers and generate $2 billion annually.
• The industry is highly concentrated; the top 50 companies account for over 80% of industry revenue.
• Large firms include Mattel and Hasbro. Video game developers and video game system manufacturers are not included in this industry.
• An estimated 3 billion toy units are sold in the US annually.