Toys, collectibles and other imported goods are jam-packed in the exhibit hall at San Diego Comic-Con this year. However, toy ...

Sales in the first six months of the year fell 9 percent from the same period in 2018, when thrifty parents stocked toy chests with bargain-priced goods from shuttering Toys R Us stores, market ...

The tariffs could push toy prices past acceptable limits for some families. More than half of the industry’s sales came from items priced at $20 or less in 2024, toy executives said.

While the tariff drama plays out, higher tariffs are impacting the toy industry -- 80% of the toys brought into the U.S. come from China.

Basic Fun! CEO warns tariffs could double toy prices, threaten Christmas sales By Michel Martin Published May 7, 2025 at 4:10 AM EDT Listen • 4:10 Xinhua News Agency / Sun Ding via Getty Images ...

But toy sellers are also living under threat of tariffs on toys manufactured in from China, which, should they take effect, could raise prices and suppress sales.

So even if the tariffs are a little bit lower or the same, it's not cost-effective necessarily to move out of China. And, of course, we do produce some of our toys in the U.S.

Toymakers say they will have to raise prices to offset Trump's tariffs. NPR's Michel Martin speaks with Jay Foreman, CEO of Basic Fun!, whose toys include Care Bears, Tonka Trucks and Lincoln Logs.