Toy & Game Manufacturing Industry Profile

Major companies include Hasbro, JAKKS Pacific, Mattel (all based in the US), along with Bandai Namco and Sanrio (Japan), Geobra Brandstätter (Germany), LEGO (Denmark), as well as the gaming hardware divisions of Microsoft, Nintendo, and Sony.

Global toy sales were about $90 billion in 2019, according to data from The NPD Group compiled for the Toy Industry Association. Major markets include the US, the UK, France, Germany, and Australia. China is the world's largest manufacturer of games and toys.

The US toy and game manufacturing industry includes about 500 establishments (single-location companies and units of multi-location companies) and has annual revenue of about $1.6 billion. Revenue from toy manufacturing that takes place in the US represents only a portion of revenue recorded by US-based manufacturers, which commonly arrange to have toys produced at factories in countries where costs are lower.

The industry includes manufacturers of video game consoles, which are covered in the Electronic Toys & Games Manufacturing industry profile, but does not include companies that produce software for video or computer games, which are covered in the Entertainment & Games Software industry profile.

COMPETITIVE LANDSCAPE

Growth in the population of children age 12 and younger drives demand for toys; demand for electronic gaming products is driven by personal income and product innovation. The profitability of individual companies depends on identifying market trends and marketing effectively. Large companies can offer a wide selection ...