Chart: Who Is Number One in the U.S. for Toys and Baby Products? | Statista

by Matthias Janson , Aug 20, 2026 Toy industry in the U.S. Amazon clearly dominates online purchases of toys and baby products in the United States. In the past twelve months, 48 percent of respondents used the marketplace for such purchases. This puts Amazon at exactly twice the level of LEGO , which ranks second at 24 percent, according to a recent Statista Consumer Insights survey . The U.S. discount retailer Five Below was used by 20 percent of respondents, followed at a considerable distance by Chinese online marketplace Temu at 15 percent and Carter’s, a retailer specializing in baby and children’s apparel, at 14 percent. The gap highlights the extent to which shopping in this category is concentrated on major digital platforms. While specialist brands and retailers still reach meaningful audiences, they cannot match the market leader’s reach. For manufacturers, Amazon has therefore become a pivotal sales channel, combining visibility, breadth of assortment and fast availability. Competition may increasingly centre on how brands preserve direct customer relationships alongside the dominant platforms. Statista Consumer Insights is a data-driven market research and analytics tool based on large-scale, representative online surveys conducted in many countries. It provides detailed information on consumer behavior, attitudes, media use, brand perception and target groups. Companies, agencies, market researchers and strategists use the service to define target audiences, compare markets and brands, track trends and tailor campaigns or product strategies to specific consumer segments. Description This chart shows the share of U.S. respondents who have used the following online shops for toys and baby products. Download Chart + Premium statistics Retail revenue of toys in the U.S. in 2025, by type + Premium statistics Total retail sales of toys in the U.S. 2020-2025 + Premium statistics Leading companies in the games and toys retail sector Spain 2023 Games, toys and hobbies purchase trend in the United Kingdom (UK) 2005-2025 + Premium statistics Expenditure on games, toys and hobbies in the United Kingdom (UK) 2005-2025 + Premium statistics Value of toys and game imports to the U.S. 2011-2025 Related Infographics Cultural currency Inflation International trade Black Friday The Walt Disney Company E-Commerce Toy Industry Toys Second hand shopping Christmas E-Commerce Privacy & Data Safety Any more questions? Get in touch with us quickly and easily. We are happy to help! Do you still have questions? Feel free to contact us anytime using our contact form or visit our FAQ page . Statista Content & Design Need infographics, animated videos, presentations, data research or social media charts? More Information