United States Arts and Crafts Toys Market, By Type, By Sales Channel, By Region, Competition, Forecast & Opportunities, 2020-2030F

United States Arts and Crafts Toys Market was valued at USD 1.37 billion in 2024 and is anticipated to grow USD 2.12 billion by 2030 with a CAGR of 7.60% during forecast period. The United States arts and crafts toys market is experiencing steady growth, driven by rising parental emphasis on creativity, cognitive development, and screen-free playtime. These toys, which include DIY kits, coloring sets, and modeling clay, are increasingly popular among children for their ability to stimulate imagination and fine motor skills. The market benefits from growing interest in STEAM education, as well as seasonal demand during holidays and back-to-school periods. Online platforms, social media, and influencer-led promotions are expanding consumer reach. Additionally, eco-friendly and sustainable craft kits are gaining traction as environmental awareness among parents and children continues to grow.

Key Market Drivers

Increased Emphasis on Child Cognitive Development and Creativity

One of the most significant drivers of the arts and crafts toys market in the U.S. is the growing parental focus on cognitive development and creative expression in children. With rising concerns about the overuse of digital devices, many parents are actively seeking alternatives that promote hands-on engagement and developmental benefits. Arts and crafts toys, such as modeling clay, DIY kits, origami sets, and drawing materials, help improve hand-eye coordination, fine motor skills, spatial awareness, and problem-solving abilities. According to a 2024 survey by The Toy Association, over 65% of U.S. parents prioritize educational and creative benefits when purchasing toys, with a strong preference for items that enhance developmental and cognitive skills.

Moreover, these toys foster creativity, allowing children to explore their imagination, make decisions independently, and express themselves through colors, shapes, and designs. Educational institutions and child development experts also advocate for craft-based play as it supports early learning objectives such as following instructions, sequencing, and critical thinking. As parents become increasingly aware of the positive psychological and educational impact of such activities, demand for creative and skill-building toys continues to grow.

Key Market Challenges

Intense Competition and Market Saturation

The arts and crafts toys market in the U.S. is highly competitive, with numerous established brands, private labels, and emerging players offering a wide range of products. From global toy giants like Crayola and LEGO to smaller boutique brands and craft subscription boxes, the market is flooded with options. This saturation creates challenges for differentiation, pricing, and brand loyalty.

With so many similar products available, it becomes difficult for manufacturers to stand out without constant innovation or aggressive marketing. Many brands face pressure to lower prices to remain competitive, which can reduce profit margins and compromise product quality. Additionally, private-label offerings from large retailers such as Walmart, Target, and Amazon often undercut branded products in price, putting extra strain on smaller companies.

Key Market Trends

Integration of Technology with Craft Activities

A growing trend in the U.S. arts and crafts toys market is the fusion of traditional creative play with modern technology. As children become more digitally savvy, toy makers are finding ways to blend screen time with hands-on engagement through augmented reality (AR), QR-coded tutorials, and interactive mobile apps.

Some craft kits now come with companion apps that guide users through projects using step-by-step digital instructions, animations, or 3D visualizations. Augmented reality features can bring finished artwork to life on a screen, enhancing the play experience and bridging physical creativity with digital storytelling. These tech-integrated kits appeal to both children and parents-children enjoy the novelty and interaction, while parents appreciate the educational value and guided structure.

Key Market Players

• Crayola LLC
• Hasbro, Inc.
• Spin Master Inc.
• Mattel, Inc.
• U.S. Toy Co., Inc.
• Tomy International, Inc.
• Channel Craft
• VTech Holdings Limited
• Fat Brain Toys, LLC
• Faber-Castell USA, Inc.

Report Scope:

In this report, the United States Arts and Crafts Toys Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

United States Arts and Crafts Toys Market, By Type:

• Design Kits-Reusable
• Painting & Drawing Kits
• Boards
• Clay & Dough
• Others

United States Arts and Crafts Toys Market, By Sales Channel:

• Supermarkets/Hypermarkets
• Toy Shops
• Online
• Others

United States Arts and Crafts Toys Market, By Region:

• South
• West
• Midwest
• Northeast

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the United States Arts and Crafts Toys Market.

Available Customizations:

United States Arts and Crafts Toys Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).