Collectible Toys Market: Market Size
The estimated collectible toys market size in the United States is $3.08 billion (calculations available below).
- In the United States, the collectible toy market is swiftly expanding and serves as the quickest growing segment of the entire toy sector.
- In the first half of 2018, the toy market in the United States expanded by 7%.
- According to the Toy Association, the market size of the overall toy market, as of 2018, is $28 billion.
- Funko is at the forefront of the collectible toy market growth, while the biggest American collectibles retailer is GameStop with a 28% share of the collectible toys market in the United States.
First, we searched for the market sizes of comic book toys, movie-inspired toys, and video game toys individually, to add together to calculate the requested market size. To obtain this data, we consulted relevant sources such as The Guardian and the Toy Association, as well as market research sites like Grandview Research. Reports on these sites focused on the global-level, while the U.S.-specific data, along with information regarding types of toys, was hidden behind paywalls.
Next, we searched for segmentation of the U.S. toy market by type, hoping to find the percentage of the market comic-inspired, movie-inspired, or video game toys take up. To acquire this data, we examined industry-specific publications such as Toy News-Online and industry analysis sources such as NPD. Nonetheless, the relevant market segmentation charts were primarily paywalled, while the most recent appropriate segmentation dated back to 2013 and concentrated on the amount global market regions comprise.
We then attempted to triangulate the market size by searching for the number of action figures manufactured in the United States annually and the average retail cost of an action figure. We chose to focus action figures as a proxy as we assumed toys inspired by comic books, movies, and video games are most often action figures. To find these data points, we searched various toy industry publications. However, we were unable to continue with this attempt because neither of the two specified data points were readily available.
Furthermore, we identified manufacturers of action figures since these toys are inspired by comic books, movies, and video games. We scrutinized their business reports, publications, and CEO interviews, searching for insights into the market. We believed that the manufacturers that operate in the industry likely understand the market they operate in and would mention the market size, either in annual reports or interviews. Manufacturers we concentrated on included Hasbro and Mattel, as well as some smaller action figure manufacturers such as Happy Worker. We were unable to locate any insights regarding the market size in blogs, press releases, interviews, or annual or financial reports. The available public statements mentioned topics not relevant to the request such as stock market shares or an increase in demand for certain products.
Since we were unable to estimate the market size for toys that are inspired by comic books, movies, and video games, we focused on providing the market size for collectible toys in the United States. To provide this, we assumed that the global collectible toys share within the global toy market is the same as that of the United States. Next, we used the collectible toy market share together with the total U.S. toy industry market size to calculate the U.S. collectible toy market size:
- Calculation: $28 billion * 0.11 = $3.08 billion
Therefore, we estimate that the total market size of the collectible toys market in the United States i around $3.08 billion.