Following months of mixed messages from Washington, D.C., tariff-related price hikes are finally hitting the toy department.
Ahead of last month’s Licensing Expo in Las Vegas, many sources were buzzing about quiet price increases across the retail ecosystem, most notably by major retailers. Just yesterday, one product featured in a recent issue of The Toy Book with a $44.99 MSRP spiked to $64.99 at retail. It took a little while to catch on, but consumers are getting the message: it’s the American public that pays for tariffs.
Now, a new national survey conducted by Researchscape International on behalf of Southard Communications reveals that 75% of American adults are worried about the impact of tariffs on toy prices this year. Younger generations, including Gen Z and Millennials — many now in their prime parenting and gift-giving years — are especially uneasy, with 89% and 81% respectively expressing concern.
The online survey, fielded May 16–19 among 1,018 U.S. adults, highlights that 36% of respondents are very concerned, while another 39% are somewhat concerned. Among those with an opinion on policy, 63% support the movement to #KeepToysTariffFree to ease the burden for consumers this holiday season.
“Given the projected impact of tariffs, we wanted to gauge the attitudes of those who likely will be most affected,” said Bill Southard, CEO of New York-based Southard Communications. “These results are simply meant to shed some light on consumer attitudes as it stands today.”
“We are seeing firsthand how tariffs are forcing tough decisions, either raising prices or reducing product offerings,” says Steve Rad, CEO of Abacus Brands and one of the industry’s most vocal players in educating the public about the damaging effects of tariffs. “Neither option is great for families. Policymakers need to understand that these decisions have a real, direct impact on consumers, especially parents trying to stretch their holiday budgets.”
According to the survey, 38% of toy shoppers have started buying for the holidays, including 12% driven by fears of shortages. Activity kits, educational toys, and tech items top wish lists, but more than half of Americans say they would avoid paying higher prices, a potential blow to retailers and manufacturers alike.
Meanwhile, even recent White House adviser Elon Musk is raising the alarm on the tariffs levied by President Donald J. Trump and his Administration.
For the latest on how U.S. trade policies are impacting the toy industry, click here.
