United States Arts and Crafts Toys Market, By Type (Design Kits-Reusable, Painting & Drawing Kits, Boards, Clay & Dough, Others), By Sales Channel (Supermarkets/Hypermarkets, Toy Shops, Online, Others), By Region, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

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.

Growing Popularity of STEAM-Based Learning

The integration of arts into the traditional STEM (Science, Technology, Engineering, and Mathematics) model resulting in STEAM (where 'A' stands for Arts) has further boosted the appeal of arts and crafts toys. Schools, educators, and toy manufacturers are aligning products with STEAM learning goals to offer holistic educational experiences that emphasize both analytical and creative skills. According to the U.S. Department of Education (2024), more than 70% of elementary schools now integrate some form of STEAM learning into their curriculum, significantly influencing parental and institutional demand for educational craft kits.

Arts and crafts toys such as build-your-own robots, DIY science crafts, and mixed-media art kits are being developed to engage children in multidisciplinary activities that combine creativity with scientific inquiry. This trend has encouraged toy companies to design craft kits that go beyond traditional drawing or painting by incorporating elements of engineering, chemistry, and math. These toys not only entertain but also prepare children for the future workforce, where creative problem-solving and innovation are highly valued. The growing demand for STEAM-based education and products is, therefore, a powerful driver for the U.S. arts and crafts toys market.

Rising Demand for Sustainable and Eco-Friendly Toys

Environmental consciousness is increasingly influencing consumer preferences in the United States, especially among younger and environmentally-aware parents. This shift has led to a surge in demand for arts and crafts toys made from sustainable, non-toxic, biodegradable, or recyclable materials. Many consumers are actively seeking products that align with their values, avoiding plastic-heavy kits or items that generate excessive waste. According to a 2024 survey by the Toy Association, 70% of U.S. parents consider sustainability a key factor when choosing toys, and nearly half are willing to pay more for eco-friendly craft kits.

In response, manufacturers are introducing eco-friendly craft kits using recycled paper, organic cotton, plant-based dyes, and reusable packaging. Brands that promote sustainability and transparency in sourcing and manufacturing practices are gaining a competitive edge in the market. Furthermore, crafting itself encourages reusability and upcycling—core concepts of the sustainability movement—which makes it an ideal play category for green-conscious consumers. As sustainability becomes a mainstream purchasing criterion, its role as a driver in the arts and crafts toys market continues to strengthen.

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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.

Short Product Life Cycles and Shifting Trends

The arts and crafts toys segment is highly trend-driven, with consumer preferences changing rapidly based on seasons, media influences, educational trends, and popular culture. A craft kit that’s popular today might become obsolete in just a few months, leading to high inventory turnover and the risk of unsold stock. For instance, trending themes like slime kits, unicorns, or specific cartoon characters can experience quick spikes in demand, followed by sudden declines.

This unpredictability challenges manufacturers and retailers to accurately forecast demand and manage inventory efficiently. Overproduction of trend-based items can lead to excess stock and markdowns, while underproduction may result in missed revenue opportunities. Additionally, staying current with trends requires ongoing market research, creative development, and fast production cycles, which can strain resources and increase operational complexity.

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.

Growth of DIY Subscription Boxes and Customization

Personalization and convenience are two increasingly important drivers of consumer behavior, and arts and crafts toys are no exception. Subscription-based DIY craft boxes tailored to different age groups, themes, and interests are growing in popularity across the U.S. These boxes typically offer curated, ready-to-use materials for monthly projects, eliminating the need for parents to source supplies individually.

Many of these services offer customizable kits based on learning goals, developmental stages, holidays, or even child preferences. Some brands also allow customers to build their own kits by choosing preferred activities, materials, or themes. This level of personalization not only enhances user engagement but also builds brand loyalty and recurring revenue streams.

Social Media Influence and User-Generated Content

Social media continues to be a powerful tool shaping trends in the U.S. arts and crafts toys market. Platforms such as Instagram, Pinterest, YouTube, and TikTok are filled with DIY project ideas, tutorials, and product reviews that inspire both parents and children. User-generated content, including craft challenges, unboxings, and time-lapse art creation videos, plays a significant role in driving product visibility and consumer interest.

Toy brands are increasingly collaborating with parenting influencers, teachers, and child creators to showcase their products in creative and relatable ways. Hashtag campaigns, contests, and short-form video content help build a sense of community around craft activities while creating a viral effect that boosts engagement and sales.

Segmental Insights

Type Insights

Painting and drawing kits represent the dominating segment in the United States arts and crafts toys market, driven by their universal appeal, ease of use, and educational value. These kits are widely accessible, suitable for various age groups, and encourage creativity, fine motor skill development, and self-expression. Schools, parents, and educators favor them for both structured learning and recreational use. The availability of themed kits, washable materials, and non-toxic options further enhances their popularity. Additionally, their compatibility with trends in STEAM education and art therapy supports sustained consumer demand, securing their strong position within the market.

Sales Channel Insights

Supermarkets/hypermarkets dominated the distribution channel in the United States arts and crafts toys market due to their wide reach, convenience, and product variety. These retail outlets offer easy access to a broad selection of craft kits, drawing materials, and DIY sets under one roof, appealing to busy parents and gift buyers. In-store promotions, bundled deals, and seasonal displays drive impulse purchases, particularly during holidays and back-to-school seasons. Trusted brands often secure premium shelf space, enhancing visibility and consumer trust. Their ability to cater to both planned and spontaneous shopping needs positions supermarkets/hypermarkets as the leading sales channel.

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Regional Insights

The South was the dominating region in the United States arts and crafts toys market, driven by a large and growing population, strong retail presence, and widespread emphasis on family-oriented activities. States like Texas and Florida contribute significantly due to higher birth rates and substantial school-age populations. The region also sees strong participation in school art programs, church-based crafts, and community-driven creative events. Additionally, the presence of major retail chains and favorable economic conditions support higher product availability and accessibility. These factors collectively make the South a key contributor to market growth and dominance in arts and crafts toys.

Recent Development

• In 2025, NAMTA’s new‐product page highlights dozens of art supply launches by member companies ranging from innovative paints and eco‑friendly materials to creative kits introduced in conjunction with Creativation by NAMTA.

• In March 2023, The Toy Association revealed the top toy trends, including Back to Basics, Be Authentic, Tween Takeover, Macro to Micro, and Pop Culture Lifestyle, based on insights from industry experts and global toy companies

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:

o   Design Kits-Reusable

o   Painting & Drawing Kits

o   Boards

o   Clay & Dough

o   Others

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

o   Supermarkets/Hypermarkets

o   Toy Shops

o   Online

o   Others

• United States Arts and Crafts Toys Market, By Region:

o   South

o   West

o   Midwest

o   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).