A Profile of the United States Toy Industry

Introduction

The toy industry is one of the most consistently misunderstood sectors of American business—and for those trying to get into it, it can be one of the most frustrating. Even for those who have been in it a long time, it can be virtually impossible to understand. (Indeed, many of the people whom I consulted with on writing this book assured me that it was “impossible” to write. But short of actually having a job in the business and learning in the standard “baptism-by-fire” method has characterized how most people have learned this business. Even people in the business for second and third generations in their families acknowledge that understanding it can be daunting at best.)

That’s no surprise because on many levels the toy industry ...