Stock those Toy Shelves: Here Come the Millennial Moms

Millennial moms are becoming an increasing force behind toy purchases – no surprise, really, given that the older members of this generation, born between the early 1980s and the early 2000s, are now at a point where they are starting families.

A new study by research firm NPD indicates that millennial women are the most powerful buying segment for the toy industry, accounting for 26% of all American toy sales.

In the first quarter of 2014, women ages 25 to 34 made up 75% of all millennial toy shoppers.  Toy categories on which they are spending more this year, compared to last, are youth electronics, arts & crafts, outdoor/sports toys and vehicles.

The report also shows that in-store purchases accounted for 86% of toy dollars spent by millennial women shoppers between January and March 2014.