U.S. TOY

Toys and Party Supplies Retailustoy.com

Company typePrivate
Founded1953
HeadquartersGrandview, United States
Headcount51–100
GTM typeB2C
OfferingDigital Commerce or Content

U.S. TOY firmographics

Firmographics

Name: U.S. TOY
Legal name: U.S. TOY Co., Inc.
Website: https://ustoy.com
Company type: Private
Founded year: 1953
Operating status: Operating
Headcount range: 51–100 employees
Ownership category
akta.pro rank

U.S. TOY industry classification

Industry

Product category: Toys and Party Supplies Retail
NAICS: Hobby, Toy, and Game Retailers (45912), Gift, Novelty, and Souvenir Retailers (459420)
SIC: Retail-Hobby, Toy & Game Shops (5945)
akta.pro primary industry: Traditional Toy Stores (CRALAFAA)
akta.pro secondary industries: Educational/Children’s Learning Games & Puzzles Retail (CRALALAN), Outdoor & Ride-On Toys Retail (CRALAFAC)

Keywords

Toy retail
Party supplies
Carnival novelties
Kids crafts
Educational toys

Where U.S. TOY is headquartered

Location

Headquarters

HQ city: Grandview
HQ country: United States
HQ region: North America

Offices1 record

Markets served

U.S. TOY business model

Business model

GTM type: B2C
Offering type: Digital Commerce or Content
Cost components: Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

Direct E-commerce Sales: U.S. Toy generates revenue through direct online sales of toys, novelties, party supplies, carnival products, arts and crafts, candy, and related items to consumers, families, schools, and small businesses. Products are sold at various price points ranging from under $10 to over $145, with free shipping on orders $35 and above and a $4.99 handling fee for smaller orders.

Pricing tiers

Model	Billing	Price
Unit Pricing	Pay-as-you-go	Standard per-unit pricing with free shipping threshold

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

U.S. TOY product offering

Product offering

Core offering

U.S. Toy operates a direct-to-consumer e-commerce storefront selling toys, party supplies, novelties, carnival and festival products, arts and crafts, candy, and educational materials to consumers, families, schools, and small businesses across the contiguous United States. The company offers a broad catalog organized across dozens of product categories, seasonal/holiday collections, and themed party lines.

Product overview

U.S. Toy is a B2C e-commerce toy and party supply retailer operating since 1953, merged with CP Toy to create a unified online shopping platform. The company offers an extensive catalog of over 35 product categories spanning toys (including action figures, dolls, building toys, science and nature toys, Playmobil, infant/toddler toys), party supplies (balloons, decorations, tableware, themed party supplies), novelties (fidget toys, magic, slime, spy gear), educational products (arts and crafts, teacher's corner supplies, back to school items, learning at home materials), seasonal/holiday items (Christmas, Halloween, Easter, Valentine's Day, and 11 other holiday categories), carnival and festival supplies, stuffed animals, costumes, candy, and outdoor toys. The product portfolio includes hundreds of individual SKUs ranging from $8.99-$299.00, with categories organized by occasion (Birthday, Luau, Dinosaur, Princess, Unicorn themes), product type, and age group. U.S. Toy serves individual consumers, schools, churches, and small businesses with free shipping on orders $35 and above.

Differentiator

Problem solved

Functional benefit

Products and services

Toys General toy category including action figures, animal play sets, art and creativity toys, blocks and building toys, vehicles, classic toys, dolls, dress-up and pretend play, infant/toddler toys, kitchen and food play, music toys, Playmobil, pretend play houses, science and nature toys, and sports and games, sold to individual consumers, families, and schools.
Party Supplies Party essentials including balloons and accessories, decorations, drinkware, flags, gift and loot bags, solid color tableware, and tablecloths for birthdays, family events, and themed celebrations.
Arts and Crafts Creative supplies including activity and coloring books, adult coloring books, Alex brand products, art supplies, craft and hobby kits, craft kits, craft supplies, and Do-A-Dot products for children, educators, and hobbyists.
Novelties Novelty items including assortment packs, awards, banks, educational toys, fans, figures, finger puppets, jokes and gags, magic tricks, money-themed items, slime and putty, spy gear, squishy toys, sticky and stretchy items, teeth and finger nails, transport toys, and wind-up and action toys.
Carnivals and Festivals Carnival and festival supplies including balls, ducks, fall festival items, games, redemption prizes, and general supplies for carnival operators, churches, schools, and event organizers.
Candy Confectionery products including kosher candy options for parties, events, classroom rewards, and retail consumers.
Holiday/Seasonal Products Seasonal items for April Fools Day, Chinese New Year, Christmas, Cinco de Mayo, Earth Day, Easter, Graduation, Halloween, Mardi Gras, New Year's, Patriotic occasions, St Patrick's Day, Valentine's Day, VBS, and Winter.
Back to School Educational supplies including classroom activities, field day items, other school supplies, school rewards, teacher gifts, and graduation items for schools and educators.
Teacher's Corner Educational teaching materials including Classroom in a Box, literacy resources, math supplies, science materials, social studies resources, and general school supplies for educators.
Makebelieve / Costumes Dress-up and role-play items including boas, costume accessories, costumes, masks, moustaches and beards, weapons, wigs, and wings and wands for themed parties and pretend play.
Outdoor Fun

Quantifiable outcome

Orders over $35 receive free shipping

Companies that use U.S. TOY

Customer profile

Segments4 records

Ideal customer profiles3 records

U.S. TOY technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

U.S. TOY partnerships and signals

Strategic signal

Scale indicators2 records

Recent moves1 record

Expansion highlights4 records

U.S. TOY competitors and assessment

Company assessment

Direct peers

Oriental Trading Company: Oriental Trading is the closest direct competitor — a party-supply, novelty, and carnival-focused retailer with deep bulk assortments, themed party collections, and an institutional customer base that closely mirrors U.S. Toy's mix of families, schools, and event operators.
Party City Holdco: Party City is a leading party supplies and Halloween retailer with comparable themed assortments, balloon and tableware categories, and serves the same birthday/celebration occasions that anchor U.S. Toy's party business.
Lakeshore Learning Materials: Lakeshore Learning specializes in educational supplies and teacher materials, directly overlapping U.S. Toy's Teacher's Corner, Back to School, and Learning at Home categories with comparable K–6 educator buyers.
Discount School Supply: Discount School Supply sells arts, crafts, and classroom supplies to early childhood and elementary educators, mirroring U.S. Toy's institutional education assortment and free-shipping model for schools and teachers.
Fat Brain Toys: Fat Brain Toys is a specialty online toy retailer focused on developmental, educational, and STEM toys for children — directly comparable to U.S. Toy's educational, science, and nature toy subcategories within the same DTC channel.
MindWare: MindWare retails brain teasers, games, puzzles, and educational toys — overlapping directly with U.S. Toy's Games & Indoor Activities, Jigsaw Puzzles, and Learning at Home categories for parents and educators.
HearthSong: HearthSong is a specialty mail-order and online toy retailer focused on imaginative play and outdoor toys, closely comparable to U.S. Toy's Outdoor Fun, Makebelieve, and classic toy categories within a similar DTC catalog model.

Broad incumbents

Amazon: Amazon is the dominant general e-commerce incumbent that competes with U.S. Toy across toys, party supplies, novelties, and arts/crafts with superior selection, Prime shipping, and pricing — the structural competitive anchor for any niche toy retailer.
Target: Target carries toys, party supplies, and seasonal/holiday merchandise at scale and competes directly with U.S. Toy on family-occasion purchases through broad omnichannel reach and own-brand value pricing.
Walmart: Walmart competes with U.S. Toy on toys, party supplies, candy, and seasonal goods at the low price end, leveraging the largest U.S. retail footprint and growing marketplace as the primary alternative for budget-conscious toy and party shoppers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

U.S. TOY financial estimates

Financial estimate

Revenue estimate

Valuation estimate

U.S. TOY leadership team

Management profile

Number of profiles

Profiles1 record

U.S. TOY funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

U.S. TOY M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about U.S. TOY

What does U.S. TOY do?

Is U.S. TOY a public or private company?

U.S. TOY is a private company. It is classified as family owned and is currently operating.

When was U.S. TOY founded?

U.S. TOY was founded in 1953. It employs 51 to 100 people.

Where is U.S. TOY based?

U.S. TOY is headquartered in Grandview, United States, in the North America region.

How does U.S. TOY make money?

One revenue line is on record: direct E-commerce Sales.

Who are U.S. TOY's main competitors?

Direct peers on record are Oriental Trading Company, Party City Holdco, Lakeshore Learning Materials, Discount School Supply, Fat Brain Toys, MindWare and HearthSong. Broad incumbents are Amazon, Target and Walmart.

Does U.S. TOY have an API?

No public API is recorded for U.S. TOY.

What industry is U.S. TOY in?

U.S. TOY's product category is Toys and Party Supplies Retail. Its primary akta.pro industry code is CRALAFAA, Traditional Toy Stores, with a secondary code of CRALALAN, Educational/Children’s Learning Games & Puzzles Retail. Its NAICS code is 45912 and its SIC code is 5945.