Industry Guide: Toys and Games

Industry Overviews:

Industry Survey Locator

Try this research tool organized by Pardee librarians to find Industry Surveys available through library sources online and in print. Or look at the individual surveys below:


Search Terms: Games, Toys

MarketLine (Formerly Datamonitor) Industry Profiles

Note: MarketLine (Formerly Datamonitor) Industry Profiles provide profiles on industries worldwide and are available through the Business Source Complete database. Each industry profile includes a market overview, market share, market size, leading companies in the industry and market forecasts. To locate an industry survey, type the industry name in the search box, select title from the drop-down menu and click on the Search button.

Selected Reports:

Toys and Games: United States

Selected Reports: SIC 3942 Dolls and Stuffed Toys SIC 3944 Games, Toys, and Children’s Vehicles

Selected Report:
Toy and Hobby Stores – Quarterly Update Toy ManufactureQuarterly Update

Hoover’s Industry Snapshots Available in LexisNexis Academic  Industry Snapshots include key players and company rankings, descriptions and links for terminology, associations and organizations, and selected resources. Some reports are a few lines but include important links for more information. Selected Reports: Toys and Games Toys and Games Retail

IBISWorld (1999)


Selected Reports: Hobby & Toy Stores in the US – 45112
Toy, Doll & Game Manufacturing in the US – 33993

Market Research:

Mintel oxygen (200?)
Note: Mintel reports provide information on markets for consumer products, travel, lifestyles, and leisure. Our subscription predominately covers products and markets in the United States. Each report combines data & analysis of the competitive landscape and consumer profiles.
Mintel Graphing Tutorial


Search Terms: Games Selected Reports: Gaming in the Interactive World – US – July 2009

Pardee Reference Collection (Demographic/Market Segments)
Pardee reference collection is located on the 3rd floor of the Pardee library and located on table 1B. Reference books are available to students on a range of marking topics such as, advertising, market segmentation, psychographics and media pricing. Relevant titles include:


Kidfluence (Stacks HC 79 .C6 S88)
What Kids Buy and Why (Reference X HF 5415.32 .A25)
Marketing to the New Super Consumer: Mom & Kid (Reference X HF 5415.32 .C64)

Industry News and Trade Publications:


Note: ABI/INFORM GLOBAL indexes, abstracts, and provides full text of articles in business magazines, journals, and the Wall Street Journal. ABI/Inform covers more than 1,600 leading business and management publications and scholarly journals with full text for 700 of these titles. ABI/Inform Global also includes ABI/Inform Trade and Industry which covers more than 750 trade publications and ABI/Inform Dateline which provides coverage of more than 140 local, city, state, and regional business publications as well as business-oriented newswire services from the U.S. and Canada.

Note: Current news from business magazines, scholarly and trade journals.

Factiva (2001)
Note: Current news from thousands of international newspapers, newswires and trade journals. Includes Wall Street Journal.

Gale Business Collection

Note: Provides full-text coverage of all business disciplines including accounting, economics, finance, marketing, management and strategy, as well as business theory and practice.

Selected Search Terms: toys, dolls, games, toy industry, electronic games

Selected trade publications available through eJournals:

Consumer Behavior (available through Business Source Complete)
Entertainment Weekly (available through Academic OneFile)
Marketing Magazine
(available through ABI/Inform Global) 


Mergent online (1997]-)
Note: This database will compare company against company using ratios and financial metrics, access company SEC filings like 10-k’s as well as annual reports and allows you to export financials into Excel.


Help in searching for SIC/NAICS codes:

Economic Census: Industry Snapshots
The Industry Snapshots present key statistics from the Economic Census and per capita ratios using data from Population Estimates for a user-selected industry. To choose the industry you are interested in: enter the 2012 North American Industry Classification System (NAICS) code or keyword into the NAICS SEARCH box or choose the industry from the SELECT AN INDUSTRY menu to the left.

U.S. Census Bureau Industry Statistics Portal
This application provides access to the Census Bureau programs that provide economic data for a user-selected industry. To choose the industry you are interested in enter the 2012 North American Industry Classification System (NAICS) code or keyword into the NAICS SEARCH box or choose the industry from the SELECT AN INDUSTRY menu to the left.  Once you are on the industry page, click on Economic Data in AFF (American Fact Finder)  to view the list of industry data available through the Economic Census.  Click on the 2007 data year to access the Economic Census data series that can be downloaded into Excel.

U.S. Census NAICS-SIC Correspondence Tables

Find your NAICS code, and you will find the corresponding SIC code.

North American Industry Classification System (NAICS) Search

Search by keyword to find the NAICS code for the industry you are researching. Includes both 2007 NAICS codes and 2002 NAICS codes.

Industry Associations:

Go to: the Industry Survey Locator Industry Surveys often provide information on trade associations.Another source of trade associations is:

Selected Industry Associations:

International Council of Toy Industries (ICTI)
Toy Industry Association Inc (TIA)
Toy Reviews and News