Doll Market - China Is the Main Supplier of Dolls, Toys, and Games into the U.S.

Games And Toys May 25, 2016
Author: Irina Andreeva
Market Analyst

doll market

From 2008 to 2015, the U.S. doll market showed mixed dynamics. A significant drop in 2009 was followed by an upward trend over the next few years. In 2015, the doll, toy, and game market reached 19.5 million USD.

U.S. growth in doll, toy, and game consumption is expected to accelerate to +5.8% (currently +2.0%) in the medium term. The market is expected to increase to 24.4 billion USD by 2020.

U.S. doll, toy, and game manufacturing illustrated negative dynamics over the last few years. In 2014, the value of shipments in the industry decreased to 1.19 billion USD, falling with a CAGR of -10.7% from 2008 to 2014.

Competition from imports has undermined domestic manufacturers, driving them to relocate abroad over the period under review. Foreign competition, particularly from China, is expected to continue increasing through 2020, moderating the industry's growth prospects over the next four years.

In 2015, China was the main supplier of dolls, toys, and games into the U.S., with an 89% share of total U.S. imports. China strengthened its position in the U.S. import structure, growing its share from 87% in 2007 to 89% in 2015.

In 2015, Canada and Mexico were the main destinations of U.S. doll, toy, and game exports, with the respective shares of 43% and 20%. The share exported to Mexico increased (+10 percentage points), while the share sent to Canada illustrated negative dynamics (-3 percentage points). The shares of the other countries remained relatively stable throughout the analyzed period.

Net U.S. imports of dolls, toys, and games have shown a downward trend over the period under review. In 2015, this industry ran a significant trade deficit of 18.3 billion USD, which amounted to approximately 87% of gross imports. This deficit could grow substantially in the years to come.

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Source: U.S. Doll, Toy, And Game Market. Analysis And Forecast to 2020