What's Inside

As part of Coresight Research’s coverage of the 2024 holiday season, we discuss the hottest toys in the US retail space based on the “top toys” lists from Amazon, Kohl’s, Macy’s (in partnership with Toys”R”Us), Target and Walmart. We also discuss these retailers’ initiatives to drive toy sales and outline five key trends that we expect to influence toy gifting in the US this holiday season (October–December).

Data in this research report are:

• Proprietary survey data on US consumers’ holiday toy shopping intentions
• US toy industry sales, January–September 2024
• Fourth quarter US retail sales as a percentage of annual sales, by retailer type, 2022 and 2023

Companies mentioned in this research report include: Amazon, Disney, Kohls, LEGO, Macy’s, Target, Toys“R”Us, Walmart

Other relevant research:

• Holiday 2024: US Consumer Survey and Retail Outlook—Early Shopping and Deal-Seeking To Define the Season
• Holiday 2024—Toys Are in Demand This Week: US Consumer Survey Insights
• Holiday 2024—Shoppers Are Buying Decorations, Toys and Apparel: US Consumer Survey Insights
• All our coverage of US holiday retail, including our Holiday Survey Bites series of infographics