Global Toy Industry Q2 2021: Supply Chain Chaos and Inflation to Squeeze Revenue –


DUBLIN – (COMMERCIAL THREAD)–The “Toy industry quarterly report – 2nd quarter 2021” report was added to offer.

Key observations:

Despite historic gains at the start of 2021, 2021 will not be a repeat of 2020 with its industry-wide double-digit increases. Chaos in the supply chain and inflation will reduce incomes due to product shortages.

CEOs the author spoke to predict retail price increases of around 25%, while supply chain challenges will continue through 2021 and soften final numbers in Q4 2021.

Sales of games, puzzles, outdoor / summer toys, construction and dolls increased exponentially in 2020, creating a “perfect storm” of growth. As a result, toy companies will have hard-to-match 2020 lineups in 2021. Sources have estimated the toy industry‘s growth in 2020 to be between plus 16% (NPD) and plus 8% (analyst consensus).

Store inventory is meager, while home inventory in specific categories (board games and construction toys, to name just two) is heavy.

In terms of leading companies, Hasbro needs the big screen to improve its licensed movie sales, Mattel is well positioned for continued growth, and the Spin Master Paw Patrol refuses to die.

Creating toy-based home play environments will continue to be important. “Backyard Envy” is real.

Due to uncertainties over Covid and the supply chain, the publisher is cautious about how adventurous toy companies launch new products in 2021.

New video game consoles are taking revenue from the sales of traditional toys. Therefore, if the shortage of video game consoles in the 4th quarter of last year ends in 2021, it will have a negative impact on the revenues of the global toy market.

Toy companies are generally unhappy with Amazon because of the high costs of doing business.

Toy companies will not be moving their manufacturing out of China for the foreseeable future.

The toy industry is concerned about the impact of watching home movies on the sales of movie toy-related products.

The decline in the birth rate, accelerated by the Covid, will pose challenges for the toy industry in the years to come.

Supply chain disruptions, political tensions between the West and China, and the crackdown in Hong Kong, the birthplace of the toy industry, are particularly difficult for the toy industry, which depends on China for 86% of his toys.

Lego and Barbie remain the most popular toys.

Main topics covered:

  • Analysis of listed and key companies

  • Product trends

  • Marketing trends

  • Toy industry inflation

  • Inventory

  • Sustainable toys

  • Logistics

  • Manufacture in China

  • Trade fairs

  • Looking back

  • Looking forward

  • Popular toy categories

  • Licence

  • Marketing

  • SWOT analysis

  • Conclusion

  • About Us

  • Appendix A – Superhero Movie Release Schedule

Companies mentioned

  • Amazon

  • Disney

  • Hasbro

  • JAKKS Pacific

  • Lego

  • wonder

  • Mattel

  • Nintendo

  • Spin Master

  • Target

  • Vtech

  • Walmart

  • Zuru

For more information on this report, visit


About Lola C. Chapman

Check Also

Orijin Bees is buzzing with success in the toy industry

With close family ties to West Africa – in particular, Cabo Verde and Ghana – …