What toys did consumers buy in 2023?

Among the toys that consumers did buy in 2023, Pokémon, Barbie and Squishmallows were the top three best-selling brands last year, according to Circana. The firm looked at what it called 11 toy “supercategories,” including dolls, plush toys, building sets, action figures, games and puzzles.

Is 2023 a good year for the toy industry?

“While 2023 was a challenging year for the U.S. toy industry, the four-year compound annual growth rate remains positive,” she said. “Over the pandemic, the industry gained an influx of new consumers, including adults. I’ve been speculating for the last year that we would start to see a decline back to normal pre-Covid levels.”

What happened to toy sales in 2023?

But toy sales in all of 2023 dropped 8%, both in dollar terms (how much consumers paid for toys) and in unit sales (meaning how many toys consumers bought). In just the fourth-quarter, which includes the Christmas season, toy sales also fell 8% and declined 6% in unit sales, according to a report from market research firm Circana.

Why do consumers buy fewer toys in 2023?

Consumers bought fewer toys in all of 2023, including during the key Christmas toy-buying period, showing that households continue to pare back on discretionary products. The year-end gift-buying season typically accounts for a big chunk of annual toy sales. It’s why retailers entice shoppers with discounts and other incentives to revv up demand.

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