Parents are bracing for sticker shock at the toy store—here's what's driving the price hike
If your usual Target run or Amazon order has started to feel… a little brutal, you're not imagining it. Toy prices jumped a staggering 2.2% between April and May 2025—the biggest monthly spike on record, according to the latest Consumer Price Index from the Bureau of Labor Statistics. That's 22 times the national inflation rate.
So what's going on? One word: tariffs.More than 75% of toys sold in the U.S. are made in China. And with new import tariffs—some as high as 145%, currently paused at 30%—the toy aisle is taking a direct hit. Families are feeling it, big-time.
Why? Three words: tariffs, tariffs, tariffs.
Toy industry giants like Mattel and Hasbro are raising prices—sometimes by over 30%—to offset the tariffs. Meanwhile, smaller toy stores are scaling back, closing locations, or skipping new product launches Toy giants like Mattel and Hasbro have started raising prices by up to 30%, while smaller shops are scaling way back—closing locations, delaying product launches, or focusing only on bestsellers.
In response, parents are pivoting. Fast.
Retailers are seeing clear trends:
Families are gravitating toward lower-cost classics: puzzles, sensory toys, plushies.
Pricey items like $75 block sets are sitting on shelves while $30 stuffies fly.
More families are hitting consignment stores, organizing toy swaps, or leaning on Buy Nothing groups.
As toy shop owner Amy Rutherford told The Washington Post, 'We're doubling down on what we know will sell. No risks this year.'
Related: Fisher-Price recalls more than 250,000 stroller toys due to choking hazard
Toys aren't just a holiday line item—they're building blocks for development. Research shows that play (especially open-ended and pretend play) helps kids build cognitive, emotional, and social skills.
So when families start scaling back out of necessity, the impact isn't just on the toy shelf—it can ripple into how kids experience creativity and connection. And once again, moms are absorbing the emotional labor of trying to make magic happen while the system works against them.
Whether you're prepping for birthdays, back-to-school, or the holidays, here are some budget-friendly ways to keep the fun going:
Choose open-ended toys. Magnetic tiles, blocks, and craft supplies stretch farther than toys with one function.
Think secondhand first. Check out Kidizen, GoodBuy Gear, or local consignment stores.
Lean into DIY sensory play. Rice bins, water beads, or dried beans can entertain toddlers for hours.
Swap with your circle. Host a neighborhood toy swap or join a local gifting group.
And remember: some of the best play is totally free. Blanket forts. Nature walks. Silly storytime voices that leave your kid in giggles.
Related: Mom unboxes her 30-year-old Toy Story toys—and her toddler's joy is straight out of a Pixar movie
This isn't just about imports and inflation. It's about how moms are expected to quietly stretch every dollar, fill every gap, and make childhood feel magical—even when policy decisions make that harder than ever.
So no, your child doesn't need 30 dolls. But they do deserve a society that doesn't treat their joy like a luxury item.
This season, let's redefine 'enough.' It might be fewer toys, a favorite plushie, or an afternoon where you both disappear into a blanket fort. Whatever it is—it counts. And you're doing just fine.
Sources:
Toy prices are rising at record pace amid new tariffs. June 24, 2025. The Washington Post. Toy prices are rising at record pace amid new tariffs.
Consumer Price Index News Release. May 2025. Bureau of Labor Statistics. Consumer Price Index News Release.
The power of play: A pediatric role in enhancing development. September 2018. American Academy of Pediatrics. The power of play: A pediatric role in enhancing development.
Economic hardship and child development. 2022. Society for Research in Child Development. Economic hardship and child development.
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