美國的玩具和遊戲

在美國，受「Kidult」現象和電子遊戲類別持續成長的推動，2024年玩具和遊戲市場將迎來成長。雲端遊戲和數位零售策略的出現對電子遊戲產生了顯著影響。企業正將精力集中在成熟品牌和電商最佳化上，同時，傳統品牌也在復甦，以吸引消費者的興趣，尤其是在傳統玩具和遊戲領域。

歐睿國際的「美國玩具和遊戲市場報告」全面展現了美國玩具和遊戲市場的規模和格局。報告提供2020-2024年的最新零售資料，協助您辨識推動成長的產業。報告中還甄選出領先的公司和品牌，並對影響市場的關鍵因素（包括新產品開發、分銷和定價問題）進行策略分析。報告也對2029年的市場變化進行了預測。

產品範圍：傳統玩具和遊戲、電玩遊戲。

資料覆蓋：市場規模（歷史和預測）、公司佔有率、品牌佔有率和分銷資料。

為什麼要購買這份報告？

• 了解玩具和遊戲市場的詳細情況；
• 確定成長領域並識別推動變革的因素；
• 了解競爭環境、市場主要參與者和領導品牌；
• 使用五年預測來評估市場預計如何發展。

歐睿國際在出版市場研究報告、商業參考書和線上資訊系統方面擁有超過 50 年的經驗。歐睿國際在倫敦、芝加哥、新加坡、上海、維爾紐斯、杜拜、開普敦、聖地亞哥、悉尼、東京、班加羅爾、聖保羅、首爾、香港、杜塞爾多夫和墨西哥城設有辦事處，分析師網路遍布 100 個國家/地區，擁有獨特的能力和對多元化市場的深刻理解，能夠開發可靠的資訊資源，幫助企業製定明智的戰略規劃。如需了解更多關於我們的研究解決方案如何為您提供支援的資訊，請聯繫您當地的歐睿國際辦事處。

目錄

目錄和表格

執行摘要

• 孩子氣、科技創新和雲端遊戲興起推動成長

關鍵數據發現

• 圖 1 2024 年主要趨勢

產業表現

• 繼 2023 年玩具和遊戲銷量下滑之後，電子遊戲將在 2024 年推動成長
• 「最終幻想 VII 重生」和「樂高」的成功體現了「Kidult」趨勢的成長
• 圖 2：「最終幻想 VII 重生」：廣受好評的 2024 年續作，擴展了標誌性 RPG 三部曲
• PlayStation 透過 PS Portal 和訂閱服務推動雲端遊戲
• 圖3 分析師洞察

下一步是什麼？

• 電子遊戲引領玩具和遊戲成長
• 核心品牌和媒體相關發布將影響玩具和遊戲的發展軌跡
• 社區、遺產和創新將促進成長

競爭格局

• 費雪重獲新生，樂高在碎片化市場中維持成長
• Spin Master 在學齡前兒童市場面臨課題之際收購 Melissa & Doug
• 費雪和孩之寶在消費者謹慎情緒中重振核心品牌
• 圖4 費雪木製玩具融合永續與懷舊元素，推出FSC認證新玩具
• 微軟因銷售額下滑而改變策略

頻道

• 電子遊戲軟體和競爭性定價策略推動電子商務繁榮
• 實體零售依然重要，全通路零售盛行
• 美泰公司將開設其首個主題樂園，同時擴大其零售業務

經濟背景

• 圖5：2019-2029年實質GDP成長與通膨
• 圖 6 美國 2024 年 PEST 分析

消費者背景

• 圖 7：2024 年美國消費者關鍵洞察
• 圖 8 2024 年美國消費者格局

國家報告免責聲明

來源

美國的傳統玩具與遊戲

關鍵數據發現

第2024章：發展

• 傳統玩具因通貨膨脹、數位轉型和謹慎消費而衰落
• 圖 9 2024 年主要趨勢

產業表現

• 樂高擴大其產品線以吸引更廣泛的年齡群體，推動建築業成長
• 圖 10 分析師洞察

下一步是什麼？

• 建築業將引領玩具和遊戲業的成長
• 媒體、教育政策與電子商務塑造玩具與遊戲
• MagicCon 表明社區參與可以促進玩具品牌的成功

競爭格局

• 美泰公司以風火輪和費雪玩具的革新領先競爭對手
• Spin Master 收購 Melissa & Doug 並與 Ms. Rachel 合作，擴大其學齡前玩具產品線
• 孩之寶與美泰兒合作推出 Play-Doh 系列，為芭比娃娃注入全新活力
• 美泰兒與一級方程式賽車合作，提升風火輪品牌
• 圖 11：風火輪將於 2024 年為跨世代車迷推出專屬 F1 賽車
• 費雪和孩之寶利用懷舊情緒重振核心品牌
• Radio Flyer 和 Bandai 專注於媒體發布相關玩具
• CHART 12 Radio Flyer 進軍動畫領域，推出全新故事講述部門

頻道

• 隨著消費者尋求更具競爭力的價格，零售電子商務蓬勃發展
• 美泰兒利用品牌打造體驗式主題樂園
• 亞馬遜和製造商的忠誠度計劃促進了直接面對消費者的線上購買
• 傳統玩具和遊戲公司需要採用全通路策略

國家報告免責聲明

美國電子遊戲

關鍵數據發現

第2024章：發展

• 面向成人的發行、線上連結和創新的商業模式推動了成長
• 圖 13 2024 年主要趨勢

產業表現

• 電子遊戲軟體推動成長，主要版本瞄準兒童成人
• 「寶可夢」利用了卡片收集的潮流；「數位寶貝」也效法了它的做法
• 圖 14：寶可夢將於 2024 年推出 TCG Pocket，重塑卡牌收藏
• PlayStation 透過串流媒體和周邊裝置推動雲端遊戲
• 圖 15 PlayStation 在 PS 入口網站上測試雲端串流媒體，以合併主機和行動遊戲
• 「最終幻想 VII」重製版凸顯了以兒童為主導的重製版的複雜性
• 圖 16 分析師洞察

下一步是什麼？

• 電動遊戲軟體將推動電動遊戲的成長
• 關注有望影響電子遊戲未來發展的核心品牌
• 電子競技將隨著投資和專業化而成為一個成長領域
• 獨立開發者在 AAA 遊戲問題和發行商裁員的背景下取得進展

競爭格局

• 微軟將重點轉向提高其銷售佔有率
• 在市場變化下，Niantic 將其遊戲工作室出售給 Scopely
• Big Mode 在財務壓力和 AAA 失敗中蓬勃發展

頻道

• 數位管道主導視訊遊戲零售，尤其是軟體，受訂閱業務的推動
• 大型超市仍然是電子遊戲硬體銷售的重要管道
• 數位密鑰轉售平台與數位發行同步發展

國家報告免責聲明

In the US, toys and games saw growth in 2024, propelled by the kidult phenomenon and the continued rise of the video games category. The advent of cloud gaming and digital retail tactics had a notable impact on video games. Businesses are directing their efforts towards established brands and the optimisation of e-commerce, with a simultaneous resurgence of traditional brands to capture consumers' interest, especially in traditional toys and games.

Euromonitor International's Toys and Games in USA report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Traditional Toys and Games, Video Games.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Toys and Games market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Growth driven by kidults, tech innovations and rising cloud gaming

KEY DATA FINDINGS

• CHART 1 Key Trends 2024

INDUSTRY PERFORMANCE

• After decline for toys and games in 2023, video games drives growth in 2024
• Success of Final Fantasy VII Rebirth and Lego exemplifies growth of the kidult trend
• CHART 2 Final Fantasy VII Rebirth: Critically Acclaimed 2024 Sequel Expands Iconic RPG Trilogy
• PlayStation pushes cloud gaming via PS Portal and subscription services
• CHART 3 Analyst Insight

WHAT'S NEXT?

• Video games to lead growth in toys and games
• Core brands and media-related releases set to impact the trajectory of toys and games
• Community, legacy and innovation set to contribute to growth

COMPETITIVE LANDSCAPE

• Fisher-Price is revitalised and Lego maintains growth in a fragmented landscape
• Spin Master acquires Melissa & Doug amidst pre-school market challenges
• Fisher-Price and Hasbro reinvigorate core brands amid consumer caution
• CHART 4 Fisher-Price Wood Combines Sustainability and Nostalgia with New FSC-Certified Toys
• Microsoft's change of strategy in response to falling sales

CHANNELS

• E-commerce boom driven by video games software and competitive pricing strategies
• Physical retail also remains important, with omnichannel retailing prevalent
• Mattel set to open its first theme park, also expanding its retail presence

ECONOMIC CONTEXT

• CHART 5 Real GDP Growth and Inflation 2019-2029
• CHART 6 PEST Analysis in the US 2024

CONSUMER CONTEXT

• CHART 7 Key Insights on Consumers in the US 2024
• CHART 8 Consumer Landscape in the US 2024

COUNTRY REPORTS DISCLAIMER

SOURCES

• Summary 1 Research Sources

TRADITIONAL TOYS AND GAMES IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Traditional toys witnessed decline due to inflation, digital shift, and cautious spending
• CHART 9 Key Trends 2024

INDUSTRY PERFORMANCE

• Lego expands its product line-up to appeal to a wider age group, driving growth for construction
• CHART 10 Analyst Insight

WHAT'S NEXT?

• Construction set to lead gains in toys and games
• Media, education policy, and e-commerce shape toys and games
• MagicCon shows community engagement can boost the success of toy brands

COMPETITIVE LANDSCAPE

• Mattel leads rivals through Hot Wheels, and Fisher-Price revamp
• Spin Master expands its offering of pre-school toys with Melissa & Doug acquisition and Ms. Rachel partnership
• Hasbro and Mattel collaborate to reinvigorate Barbie with Play-Doh range
• Mattel partners with Formula 1 to boost the Hot Wheels brand
• CHART 11 Hot Wheels Launches Exclusive F1 Car for Cross-Generational Fans in 2024
• Fisher-Price and Hasbro leverage nostalgia to reinvigorate core brands
• Radio Flyer and Bandai focus on toys related to media releases
• CHART 12 Radio Flyer Expands into Animation with New Storytelling Division

CHANNELS

• Retail e-commerce grows as consumers seek more competitive prices
• Mattel leverages brands to create experiential theme park venture
• Amazon and manufacturer loyalty programmes boost direct-to-consumer online purchases
• Traditional toys and games companies will need to adopt an omnichannel strategy

COUNTRY REPORTS DISCLAIMER

VIDEO GAMES IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Kidult-focused releases, online connectivity, and innovative business models fuelled growth
• CHART 13 Key Trends 2024

INDUSTRY PERFORMANCE

• Video games software drives growth, targeting kidults with key releases
• Pokemon capitalises on the card collecting trend; Digimon emulates its approach
• CHART 14 Pokemon Reinvents Card Collecting with TCG Pocket Launch in 2024
• PlayStation drives cloud gaming via streaming and peripherals
• CHART 15 PlayStation Tests Cloud Streaming on PS Portal to Merge Console and Mobile Gaming
• Final Fantasy VII remake highlights the complexities of kidult-driven remakes
• CHART 16 Analyst Insight

WHAT'S NEXT?

• Video games software set to drive growth in video games
• Focus on core brands expected to shape video games moving forward
• E-sports set to be a growth area along with investment and professionalisation
• Indie developers gain ground amid triple-A issues and publisher layoffs

COMPETITIVE LANDSCAPE

• Microsoft shifts focus to try and boost its share of sales
• Niantic sells its game studio to Scopely amid market shifts
• Big Mode thrives amidst financial pressures and triple-A failures

CHANNELS

• Digital channels dominate video games retail, particularly software, propelled by subscriptions
• Hypermarkets remains an important channel for sales of video games hardware
• Digital key resale platforms grow alongside digital distribution

COUNTRY REPORTS DISCLAIMER