美国的玩具和游戏

在美国，受「Kidult」现象和电子游戏类别持续成长的推动，2024年玩具和游戏市场将迎来成长。云端游戏和数位零售策略的出现对电子游戏产生了显着影响。企业正将精力集中在成熟品牌和电商优化上，同时，传统品牌也在復苏，以吸引消费者的兴趣，尤其是在传统玩具和游戏领域。

欧睿国际的《美国玩具和游戏市场报告》全面展现了美国玩具和游戏市场的规模和格局。报告提供2020-2024年的最新零售资料，协助您辨识推动成长的产业。报告中还甄选出领先的公司和品牌，并对影响市场的关键因素（包括新产品开发、分销和定价问题）进行策略分析。报告也对2029年的市场变化进行了预测。

产品范围：传统玩具和游戏、电玩游戏。

资料覆盖：市场规模（历史和预测）、公司份额、品牌份额和分销资料。

为什么要购买这份报告？

• 了解玩具和游戏市场的详细情况；
• 确定成长领域并识别推动变革的因素；
• 了解竞争环境、市场主要参与者和领导品牌；
• 使用五年预测来评估市场预计如何发展。

欧睿国际在出版市场研究报告、商业参考书和线上资讯系统方面拥有超过 50 年的经验。欧睿国际在伦敦、芝加哥、新加坡、上海、维尔纽斯、迪拜、开普敦、圣地亚哥、悉尼、东京、班加罗尔、圣保罗、首尔、香港、杜塞尔多夫和墨西哥城设有办事处，分析师网络遍布 100 个国家/地区，拥有独特的能力和对多元化市场的深刻理解，能够开发可靠的信息资源，帮助企业製定明智的战略规划。如需了解更多关于我们的研究解决方案如何为您提供支援的信息，请联繫您当地的欧睿国际办事处。

目录

目录和表格

执行摘要

• 孩子气、科技创新和云端游戏兴起推动成长

关键数据发现

• 图 1 2024 年主要趋势

产业表现

• 继 2023 年玩具和游戏销量下滑之后，电子游戏将在 2024 年推动成长
• 《最终幻想 VII 重生》和《乐高》的成功体现了「Kidult」趋势的增长
• 图 2：《最终幻想 VII 重生》：广受好评的 2024 年续作，扩展了标誌性 RPG 三部曲
• PlayStation 透过 PS Portal 和订阅服务推动云端游戏
• 图3 分析师洞察

下一步是什么？

• 电子游戏引领玩具和游戏成长
• 核心品牌和媒体相关发布将影响玩具和游戏的发展轨迹
• 社区、遗产和创新将促进成长

竞争格局

• 费雪重获新生，乐高在碎片化市场中维持成长
• Spin Master 在学龄前儿童市场面临挑战之际收购 Melissa & Doug
• 费雪和孩之宝在消费者谨慎情绪中重振核心品牌
• 图4 费雪木製玩具融合永续与怀旧元素，推出FSC认证新玩具
• 微软因销售额下滑而改变策略

频道

• 电子游戏软体和竞争性定价策略推动电子商务繁荣
• 实体零售依然重要，全通路零售盛行
• 美泰公司将开设其首个主题乐园，同时扩大其零售业务

经济背景

• 图5：2019-2029年实质GDP成长与通膨
• 图 6 美国 2024 年 PEST 分析

消费者背景

• 图 7：2024 年美国消费者关键洞察
• 图 8 2024 年美国消费者格局

国家报告免责声明

来源

美国的传统玩具与游戏

关键数据发现

第2024章：发展

• 传统玩具因通货膨胀、数位转型和谨慎消费而衰落
• 图 9 2024 年主要趋势

产业表现

• 乐高扩大其产品线以吸引更广泛的年龄群体，推动建筑业成长
• 图 10 分析师洞察

下一步是什么？

• 建筑业将引领玩具和游戏业的成长
• 媒体、教育政策与电子商务塑造玩具与游戏
• MagicCon 表明社区参与可以促进玩具品牌的成功

竞争格局

• 美泰公司以风火轮和费雪玩具的革新领先竞争对手
• Spin Master 收购 Melissa & Doug 并与 Ms. Rachel 合作，扩大其学龄前玩具产品线
• 孩之宝与美泰儿合作推出 Play-Doh 系列，为芭比娃娃注入全新活力
• 美泰儿与一级方程式赛车合作，提升风火轮品牌
• 图 11：风火轮将于 2024 年为跨世代车迷推出专属 F1 赛车
• 费雪和孩之宝利用怀旧情绪重振核心品牌
• Radio Flyer 和 Bandai 专注于媒体发布相关玩具
• CHART 12 Radio Flyer 进军动画领域，推出全新故事讲述部门

频道

• 随着消费者寻求更具竞争力的价格，零售电子商务蓬勃发展
• 美泰儿利用品牌打造体验式主题乐园
• 亚马逊和製造商的忠诚度计划促进了直接面向消费者的线上购买
• 传统玩具和游戏公司需要采用全通路策略

国家报告免责声明

美国电子游戏

关键数据发现

第2024章：发展

• 面向成人的发行、线上连结和创新的商业模式推动了成长
• 图 13 2024 年主要趋势

产业表现

• 电子游戏软体推动成长，主要版本瞄准儿童成人
• 《宝可梦》利用了卡片收集的潮流；《数码宝贝》也效法了它的做法
• 图 14：宝可梦将于 2024 年推出 TCG Pocket，重塑卡牌收藏
• PlayStation 透过串流媒体和周边装置推动云端游戏
• 图 15 PlayStation 在 PS 入口网站上测试云端串流媒体，以合併主机和行动游戏
• 《最终幻想 VII》重製版凸显了以儿童为主导的重製版的复杂性
• 图 16 分析师洞察

下一步是什么？

• 视频游戏软体将推动视频游戏的成长
• 关注有望影响电子游戏未来发展的核心品牌
• 电子竞技将随着投资和专业化而成为一个成长领域
• 独立开发者在 AAA 游戏问题和发行商裁员的背景下取得进展

竞争格局

• 微软将重点转向提高其销售份额
• 在市场变化下，Niantic 将其游戏工作室出售给 Scopely
• Big Mode 在财务压力和 AAA 失败中蓬勃发展

频道

• 数位管道主导视讯游戏零售，尤其是软体，受订阅业务的推动
• 大型超市仍然是电子游戏硬体销售的重要管道
• 数位密钥转售平台与数位发行同步发展

国家报告免责声明

In the US, toys and games saw growth in 2024, propelled by the kidult phenomenon and the continued rise of the video games category. The advent of cloud gaming and digital retail tactics had a notable impact on video games. Businesses are directing their efforts towards established brands and the optimisation of e-commerce, with a simultaneous resurgence of traditional brands to capture consumers' interest, especially in traditional toys and games.

Euromonitor International's Toys and Games in USA report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Traditional Toys and Games, Video Games.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Toys and Games market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Growth driven by kidults, tech innovations and rising cloud gaming

KEY DATA FINDINGS

• CHART 1 Key Trends 2024

INDUSTRY PERFORMANCE

• 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
• CHART 3 Analyst Insight

WHAT'S NEXT?

• 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

COMPETITIVE LANDSCAPE

• 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

CHANNELS

• 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

ECONOMIC CONTEXT

• CHART 5 Real GDP Growth and Inflation 2019-2029
• CHART 6 PEST Analysis in the US 2024

CONSUMER CONTEXT

• CHART 7 Key Insights on Consumers in the US 2024
• CHART 8 Consumer Landscape in the US 2024

COUNTRY REPORTS DISCLAIMER

SOURCES

• Summary 1 Research Sources

TRADITIONAL TOYS AND GAMES IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Traditional toys witnessed decline due to inflation, digital shift, and cautious spending
• CHART 9 Key Trends 2024

INDUSTRY PERFORMANCE

• Lego expands its product line-up to appeal to a wider age group, driving growth for construction
• CHART 10 Analyst Insight

WHAT'S NEXT?

• 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

COMPETITIVE LANDSCAPE

• 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

CHANNELS

• 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

COUNTRY REPORTS DISCLAIMER

VIDEO GAMES IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Kidult-focused releases, online connectivity, and innovative business models fuelled growth
• CHART 13 Key Trends 2024

INDUSTRY PERFORMANCE

• Video games software drives growth, targeting kidults with key releases
• Pokemon capitalises on the card collecting trend; Digimon emulates its approach
• CHART 14 Pokemon 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
• CHART 16 Analyst Insight

WHAT'S NEXT?

• 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

COMPETITIVE LANDSCAPE

• 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

CHANNELS

• 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

COUNTRY REPORTS DISCLAIMER