Toy Sales Drop 8% in 2023 as Households Tighten Belts, Though Still Above Pre-Pandemic Levels
• Toy sales dropped 8% in 2023 in both dollar and unit terms, showing consumers bought fewer toys and cheaper toys
• Sales fell even during the key holiday season, indicating households pared back on discretionary spending
• The toy industry has still seen a $5.7 billion increase compared to pre-pandemic levels in 2019
• Factors like student debt and inflation have strained budgets of key toy-buying demographics like millennials
• Top-selling toy brands in 2023 included Pokémon, Barbie, Squishmallows, Star Wars, and Marvel