According to the Toy Industry Association, the US toy market is worth $22 billion a year with a worldwide revenue of $84.1 billion overall market. When looking at the global market, US market share is 41%, Europe 29%, Asia/Oceania 30% and Africa 1%.
Industry operators have benefited from increased e-commerce activity along with rising consumer spending. As online shopping has become more secure and easily accessible to consumers, e-commerce sales have increased. Although general retailers like Walmart, Target and Costco account for the majority of toy sales on a brick-and-mortar level, these retailers account for only a small portion of industry-specific online sales.