Toys and Games in the US
Growth driven by kidults, tech innovations and rising cloud gaming
After decline for toys and games in 2023, video games drives growth in 2024
Success of Final Fantasy VII Rebirth and Lego exemplifies growth of the kidult trend
Chart 2 Final Fantasy VII Rebirth: Critically Acclaimed 2024 Sequel Expands Iconic RPG Trilogy
PlayStation pushes cloud gaming via PS Portal and subscription services
Video games to lead growth in toys and games
Core brands and media-related releases set to impact the trajectory of toys and games
Community, legacy and innovation set to contribute to growth
Fisher-Price is revitalised and Lego maintains growth in a fragmented landscape
Spin Master acquires Melissa & Doug amidst pre-school market challenges
Fisher-Price and Hasbro reinvigorate core brands amid consumer caution
Chart 4 Fisher-Price Wood Combines Sustainability and Nostalgia with New FSC-Certified Toys
Microsoft’s change of strategy in response to falling sales
E-commerce boom driven by video games software and competitive pricing strategies
Physical retail also remains important, with omnichannel retailing prevalent
Mattel set to open its first theme park, also expanding its retail presence
Chart 5 Real GDP Growth and Inflation 2019-2029
Chart 6 PEST Analysis in the US 2024
Chart 7 Key Insights on Consumers in the US 2024
Chart 8 Consumer Landscape in the US 2024
Summary 1 Research Sources
Traditional Toys and Games in the US
Traditional toys witnessed decline due to inflation, digital shift, and cautious spending
Lego expands its product line-up to appeal to a wider age group, driving growth for construction
Construction set to lead gains in toys and games
Media, education policy, and e-commerce shape toys and games
MagicCon shows community engagement can boost the success of toy brands
Mattel leads rivals through Hot Wheels, and Fisher-Price revamp
Spin Master expands its offering of pre-school toys with Melissa & Doug acquisition and Ms. Rachel partnership
Hasbro and Mattel collaborate to reinvigorate Barbie with Play-Doh range
Mattel partners with Formula 1 to boost the Hot Wheels brand
Chart 11 Hot Wheels Launches Exclusive F1 Car for Cross-Generational Fans in 2024
Fisher-Price and Hasbro leverage nostalgia to reinvigorate core brands
Radio Flyer and Bandai focus on toys related to media releases
Chart 12 Radio Flyer Expands into Animation with New Storytelling Division
Retail e-commerce grows as consumers seek more competitive prices
Mattel leverages brands to create experiential theme park venture
Amazon and manufacturer loyalty programmes boost direct-to-consumer online purchases
Traditional toys and games companies will need to adopt an omnichannel strategy
Video Games in the US
Kidult-focused releases, online connectivity, and innovative business models fuelled growth
Video games software drives growth, targeting kidults with key releases
Pokémon capitalises on the card collecting trend; Digimon emulates its approach
Chart 14 Pokémon Reinvents Card Collecting with TCG Pocket Launch in 2024
PlayStation drives cloud gaming via streaming and peripherals
Chart 15 PlayStation Tests Cloud Streaming on PS Portal to Merge Console and Mobile Gaming
Final Fantasy VII remake highlights the complexities of kidult-driven remakes
Video games software set to drive growth in video games
Focus on core brands expected to shape video games moving forward
E-sports set to be a growth area along with investment and professionalisation
Indie developers gain ground amid triple-A issues and publisher layoffs
Microsoft shifts focus to try and boost its share of sales
Niantic sells its game studio to Scopely amid market shifts
Big Mode thrives amidst financial pressures and triple-A failures
Digital channels dominate video games retail, particularly software, propelled by subscriptions
Hypermarkets remains an important channel for sales of video games hardware
Digital key resale platforms grow alongside digital distribution