International versus U.S. sales of Hasbro from 2019 to 2024

In the financial year ended December 29, 2024, the toy company known as Hasbro generated revenues of just over three billion U.S. dollars in the United States alone. Both international sales and U.S. sales decreased in fiscal 2024, compared to previous fiscal years.

The U.S. consistently generated the highest revenue stream for Hasbro. In total, Hasbro's net revenue amounted to approximately 4.1 billion U.S. dollars in 2024. 

Toy market in the U.S.

As a major consumer market for toys and games, the United States saw its retail sales of toys increase from approximately 26 billion U.S. dollars in 2020 to some 30 billion U.S. dollars in 2022. In 2024, toy retail sales in the States dropped back down to 28 billion U.S. dollars.

The North American region has been particularly lucrative for toys and games manufacturers like Hasbro, LEGO, and Mattel. Like Hasbro, Mattel also saw its North American sales figures grow considerably over the course of the COVID-19 pandemic. 

International trade in the toy industry

International trade flows of toys and games are dominated by two major players: China and the United States. Chinese exports of toys, games, and sport requisites reached over 88 billion U.S. dollars, dwarfing those of Germany and the United States, which accounted for a combined total of 13.3 billion in 2023. Although U.S. exports of toys and games are only about 1/15th of its Chinese counterpart, the United States still the world's second-largest exporter for this category. On the other hand, the U.S. is by far the world’s leading importer of toys, games and sport requisites, with an import value exceeding 44 billion U.S. dollars in 2023.