Key stat: LEGO’s website is by far the most visited toy retail website among US consumers, with 5.89 million unique visitors in August 2024, according to data from Comscore Inc.

Beyond the chart:

• Growth in toy and hobby retail sales has slowed over the past few years. US sales will total $197.94 billion this year, a growth of 2.7% YoY, per our October 2024 forecast.
• Nearly half (49.3%) of toy and hobby retail sales will take place online this year, per our forecast.

Use this chart: Marketers and retailers can use this chart to benchmark sales performance, consider which brands’ marketing tactics to study, and strategize toy inventory planning.

Related EMARKETER reports:

• Data Drop: 4 Charts on the State of the US Toy Industry (Subscription required)
• Retail and Ecommerce Sales Benchmarks: Q4 2024(Subscription required)

Note: Data was provided to EMARKETER by Comscore.