Cultivating Toy Sales: The Farm & Ranch Retail Channel Outpaces the Industry

Over the past year, while the U.S. toy industry and many of its retail partners struggled to rebalance following years of pandemic-skewed sales numbers and subsequently clogged inventory pipelines, one often-overlooked retail channel has quietly continued to grow: Farm & Ranch.

During the 12 months ending September 2023, U.S. retailers in this channel sold $105 million in toys, outpacing the industry with 24% growth compared to the 12 months ending September 2022, according to Circana (formerly The NPD Group). While this channel, reported as “Farm & Fleet” in Circana data, accounts for just 0.25% of the total U.S. toy market, it’s gained 0.05 share points this year.

Some growth can be attributed to increased interest in the farm and ranch lifestyle, partially influenced by the popularity of Paramount’s Yellowstone and other programming with rural or western themes that drive foot traffic.

“The Farm & Ranch channel continues to grow in many ways, the main being new store locations across the U.S. and Canada,” explains Annie Laurie Zomermaand, Chief Commercial Officer and Managing Director at Schleich USA. “Originally located in majority rural settings, these new locations are introducing this channel to a new consumer audience and thereby providing an introduction for our brand to shoppers who frequent farm & ranch stores.”

Tractor Supply Co., which operates approximately 2,200 stores across 49 states, opened 17 new stores in the third quarter of this year and recently outlined plans for as many as 3,000 stores. In October, the retailer opened its “Santa’s Toy Shop” gifting destination and touted Breyer, John Deere, and Schleich alongside Disney, Star Wars, and others as “Santa’s favorite brands.”

During Toy Fair this fall, the expansion in the evergreen farm- and agricultural-themed toy category that took off before the pandemic was on full display, with offerings for every age group from infants to adults.

At the TOMY booth, Bill Walters, Senior Vice President of Ag and Vehicles showed off new products from the company’s iconic Ertl brand including an expansive array of toys firmly rooted in a unique brand of rural motorsports: Tractor Pull.

The line includes Puller Tractors, Sleds, and Haulers across multiple scales in freewheeling and pullback, plus a $400 Case-branded pedal tractor.

Meanwhile, Sunny Days Entertainment has joined a multitude of licensees — including Ertl, The LEGO Group, Ravensburger, and others — in finding success with John Deere through products spanning pop-up tents, a 55-piece Work Bench, and pretend tools, including lawnmowers and leaf blowers. Sunny Days also highlighted the equestrian side of its business through its Glam Ranch and Blue Ribbon Champions alongside farm-centric additions to its long-running Honey Bee Acres and Maxx Action brands.

Across the room, Schleich unveiled new additions to its growing Farm World collection while Playmobil trotted out extensions to its Country line. In the plush space, new offerings from Squishable, Douglas, and Keycraft Global will begin hitting retail next spring.

In the vehicle space, Greenlight Collectibles, Maisto, and NKOK were just a few companies with plenty of farm-themed trucks, tractors, and implements on display.

At the Round 2 Corp. booth, new CEO Richard Barry detailed a major commitment to the category through the company’s recent acquisition of Big Country Toys. In addition to opening up wider distribution for the previously family-owned Big Country’s existing products, such as the ‘Lil Bucker Bull, a toddler bounce toy that recently went viral and became “TikTok famous,” Round 2’s Auto World now offers a line of “Big Country Collectibles” aimed at adult enthusiasts with licenses including PBR, Polaris, and Four Sixes Ranch.

Regional chains, including Blain’s Farm & Fleet, Theisen’s, Rural King, Fleet Farm, Murdoch’s Ranch & Home Supply, and dozens of others are connecting with families by pairing innovation with tradition. Even home improvement retailer Lowe’s, which has expanded its toy and game offerings in recent years, has introduced plans for an expanded Farm & Ranch focus in more than 300 stores.

In January, Mid-States Distributing Co. — a co-op of 36 independent retailers with approximately 700 stores across North America— will kick off its annual Winter Rendezvous trade show in San Antonio with a two-day “Toy Extravaganza” event connecting toymakers to buyers.

Zomermaand says that success in Farm & Ranch is sparking new opportunities for companies like Schleich.

“This growth pushes us to continue developing innovative product offerings that are built to last and foster playful moments for our ever-growing fans, as well as creative merchandising presentations,” she says. “Through great long-term partnerships with various farm retailers, the channel will only continue to grow.”

Retailers — Looking to add some farm and ranch flavor to your assortment? The Toy Book has curated a short list of new products and displays to be on the lookout for. Check them out below!

A version of this feature was originally published in the 2023 Innovation & STEAM issue of The Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!