The US toy market delivered impressive results in the first half of 2025. According to data from the US Toy Association and market research firm Circana, US toy sales grew 6% year-on-year in the first six months of the year, with unit sales increasing 3% and average prices rising 3%, achieving both volume and price increases. After experiencing post-pandemic demand fluctuations and inventory pressures, this growth not only signals a market recovery but also unlocks new cross-border business opportunities.
Toy Category Upgrade: Games and Puzzles Saw a 39% Growth
Among the 11 major toy categories, games and puzzles were the clear winner, with sales surging 39% year-on-year in the first half of the year. Exploration toys grew 19%, and electronics saw a 9% increase, demonstrating a strong interest among US consumers in toys that enhance educational skills, enhance hands-on skills, and incorporate technological elements.
In addition, licensed toys also performed strongly, expanding their market share to 37% and increasing sales by 18%. Spin-offs from popular game IPs such as "Pokémon" and "Final Fantasy" were a driving force, attracting both children and a large number of adult players.
This trend is particularly beneficial for cross-border sellers. Chinese-made puzzles, craft kits, electronic toys, and IP-licensed products offer advantages in value, creative design, and supply chain flexibility, perfectly aligning with the evolving needs of the US market.
Diversified Consumer Groups: Growth in Both Adult and Younger Markets
Another key highlight of the US toy market is the shift in consumer demographics.
Toy spending among adults aged 18 and over increased by 18% year-on-year, with collectibles, building models, and board games becoming the primary consumer categories.
The youth market aged 9 to 17 remains dominated by boys, with sports, electronic, and competitive toys continuing to grow.
The younger age group, aged 3 to 5, has returned to growth, halting its previous decline.
This means sellers can diversify their product offerings, moving beyond children's toys and developing and promoting products for parent-child, adult entertainment, and collectors.
Opportunities and Challenges for Cross-Border Sellers
For cross-border e-commerce sellers, the recovery of the US toy market presents significant opportunities, but also presents challenges.
Opportunities: Recovering demand, diversifying product categories, and expanding consumer groups mean sellers can enter the market with more niche products.
Challenges: During peak season, logistics delays, poor inventory management, and slow returns processing can impact sales and reputation.
Timeliness and inventory turnover are particularly critical for toys. Missing sales peaks like Christmas and back-to-school can mean missing market opportunities for even the best products. A stable and efficient US overseas warehouse is crucial for sellers.
U-Speed US overseas warehouse: A "Frontline Supply Station" for Cross-Border Sellers
Faced with the strong recovery of the US market, U-Speed, with its two overseas warehouses in the US East (New Jersey) and US West (Los Angeles), helps sellers achieve faster fulfillment and more flexible inventory management.
As an officially certified Temu/SHEIN semi-managed warehouse, U-Speed accepts general merchandise, sensitive goods, and all-electric goods, meeting the warehousing and distribution needs of various types of toys and accessories.
U-Speed's service advantages include:
One-stop service from start to finish: From domestic pickup to nationwide delivery across the United States, sellers eliminate the worries of multiple intermediaries.
Proprietary WMS: Seamlessly integrates with platforms such as TEMU, TikTok, SHEIN, and AE, synchronizing orders in real time and supporting platform order placement for easy operation.
Efficient inbound and outbound delivery: Following strict SOP procedures, we complete outbound delivery within 24 hours, maintaining high efficiency even during peak seasons.
Detailed SKU management: Segmenting by shipping frequency improves inventory turnover and reduces backlogs.
Quick return and relabeling: Returns are processed and data updated within 48 hours, ensuring rapid resale of toy products.
Large-scale warehousing capacity: With a total area of 20,000 square meters, we can handle an average of 100,000 packages daily. Equipped with light and heavy-duty racking, forklifts, PDAs, electronic scales, and 24-hour surveillance.
From Market Opportunities to On-Site Sales
Based on this year's toy market trends, sellers can leverage U-Speed's US overseas warehouses for a more flexible sales strategy:
Warehousing in the East Coast of the US can stock more popular toys targeting the East Coast and European markets, such as puzzles, board games, and educational products;
Warehousing in the West Coast of the US is more suitable for IP-related merchandise, electronics, and collectible toys, allowing for rapid distribution to the West Coast and Amazon FBA warehouses.
This not only shortens delivery times but also allows for rapid replenishment during promotional and holiday seasons, seizing every opportunity for growth in the US toy market.
