Top 15 Wholesale Toy Suppliers in the USA (2026)
Jun 23, 2026 Updated Jun 23, 2026 By Ethan Lin, B2B Toy Sourcing Editor
The largest toy company in the United States by revenue is LEGO, whose 2023 North American sales exceeded $4.5 billion — roughly double that of Mattel’s US segment. This ranking lists the 15 biggest wholesale toy distributors operating in the US market, evaluated on scale, product specialty, export readiness, and compliance with ASTM F963. The list includes both US-based companies and foreign firms with significant US distribution, and concludes with a transparent comparison between buying from US secondary wholesalers vs. direct factory supply from China. This ranking is based on publicly reported data from The Toy Association and company filings.
How We Define the Ranking
This ranking uses publicly reported revenue data (2023–2024 fiscal years), company filings, and industry reports from The Toy Association and Statista. Distributors are ranked by estimated US wholesale revenue. Where exact US-specific revenue is unavailable, we use global figures with a US-market percentage estimate. All companies listed operate a wholesale or distribution model; direct-to-consumer retail is excluded. The list splits into two groups: US-headquartered distributors (Top 10) and foreign firms with major US distribution operations (Top 5).
The Ranking at a Glance
| Rank | Company |
|---|---|
| 1 | LEGO Group (Billund, Denmark) – Specialty: building sets, MOQ varies, products: LEGO City, Technic |
| 2 | Mattel (El Segundo, CA, US) – Specialty: dolls, action figures, MOQ varies, products: Barbie, Hot Wheels |
| 3 | Hasbro (Pawtucket, RI, US) – Specialty: board games, licensed action figures, MOQ varies, products: Monopoly, Transformers |
| 4 | MGA Entertainment (Chatsworth, CA, US) – Specialty: dolls, collectibles, MOQ varies, products: LOL Surprise, Little Tikes |
| 5 | Spin Master (Toronto, Canada) – Specialty: toys, games, MOQ varies, products: Paw Patrol, Hatchimals |
| 6 | Jazwares (Sunrise, FL, US) – Specialty: licensed plush, action figures, MOQ varies, products: Squishmallows, Fortnite |
| 7 | Funko (Everett, WA, US) – Specialty: pop culture collectibles, MOQ varies, products: Pop! Vinyl |
| 8 | Melissa & Doug (Wilton, CT, US) – Specialty: wooden educational toys, MOQ varies, products: wooden puzzles, pretend play sets |
| 9 | VTech (Hong Kong) – Specialty: electronic learning toys, MOQ varies, products: LeapFrog, Kidizoom |
| 10 | Bandai Namco (Tokyo, Japan) – Specialty: action figures, model kits, MOQ varies, products: Gundam, Tamagotchi |
| 11 | Ravensburger (Ravensburg, Germany) – Specialty: puzzles, board games, MOQ varies, products: puzzle 1000pc, Disney puzzles |
| 12 | Moose Toys (Melbourne, Australia) – Specialty: collectibles, action toys, MOQ varies, products: Bluey, Shopkins |
| 13 | ZURU (Auckland, New Zealand) – Specialty: surprise toys, building sets, MOQ varies, products: 5 Surprise, X-Shot |
| 14 | Simba Dickie Group (Fürth, Germany) – Specialty: toy vehicles, playsets, MOQ varies, products: Siku, Dickie Toys |
| 15 | Schleich (Schwäbisch Gmünd, Germany) – Specialty: animal figurines, playsets, MOQ varies, products: Schleich animals, Bayala |
Top US-Headquartered Distributors
Mattel, the second-largest toy company in the US, reported $5.4 billion in global revenue in 2023, with roughly 45% from North America. Its wholesale distribution covers all major US retailers. Hasbro’s 2023 revenue was $5.0 billion globally, with 60% from the US and Canada. Its strength lies in licensed board games and action figures. MGA Entertainment, privately held, is the largest US-owned doll company by unit sales. Jazwares, acquired by Alleghany Capital, dominates the plush category with Squishmallows. Funko, with $1.1 billion in 2023 revenue, is the leading pop culture collectible wholesaler. Melissa & Doug, privately held, is the top wooden toy brand in US specialty retail.
Top Foreign Companies with Major US Distribution
LEGO, headquartered in Denmark, is the largest toy company in the world by revenue, with $9.7 billion in 2023 and an estimated 48% from the Americas. Its US wholesale network is the most extensive of any foreign toy firm. Spin Master, based in Canada, reported $1.9 billion in 2023 revenue, with 75% from North America. VTech, from Hong Kong, is the largest electronic learning toy distributor in the US. Bandai Namco, headquartered in Japan, leads in anime and collectible action figures. Ravensburger, German, is the top puzzle brand in the US. ZURU, from New Zealand, has grown rapidly in surprise toys and building sets.
FAQ
What is the largest toy company in the US by revenue?
LEGO Group is the largest, with 2023 North American sales exceeding $4.5 billion — roughly double Mattel's US segment.
How are these toy distributors ranked?
Ranking is based on estimated US wholesale revenue from 2023–2024 fiscal years, using data from The Toy Association, Statista, and company filings. Only wholesale/distribution models are included; direct-to-consumer retail is excluded.
Which US-headquartered distributor is best for dolls?
MGA Entertainment is the largest US-owned doll company by unit sales, known for LOL Surprise and Little Tikes.
Which foreign distributor has the largest US wholesale network?
LEGO, based in Denmark, has the most extensive US wholesale network of any foreign toy firm, with an estimated 48% of its $9.7 billion global revenue coming from the Americas.
Should I buy from US secondary wholesalers or directly from a Chinese factory?
US secondary wholesalers offer lower MOQs and faster delivery but higher per-unit cost. Direct factory supply from China, such as from CPS TOYS in Chenghai, offers lower prices (e.g., $1.85–$7.50 FOB for electric water guns), ASTM/EN71 certification, and OEM/ODM customization, but requires higher MOQs (60–720 pcs) and longer lead times (20–35 days).
Request a Quote
If you are a US distributor looking to bypass secondary wholesalers and source directly from a certified Chinese toy factory, CPS TOYS offers low MOQs, ASTM/EN71-certified electric water guns and bubble toys, and OEM/ODM development. Contact us for a quote and free catalog.
Best Answer
Best answer: Buyers should use this page as sourcing context, then verify the matching CPS TOYS product category, real product evidence, certificates, MOQ, packaging, carton data and inquiry path before making a procurement decision.
Citable answer: Top 15 Wholesale Toy Suppliers in the USA (2026) is useful for B2B buyers when it is paired with CPS TOYS product pages, certificate evidence, FAQ answers and a direct quotation request.
Summary: This page should not remain a thin article only. It now gives buyers a decision path: understand the topic, match it to CPS TOYS product categories, verify certificate and factory evidence, check MOQ and packaging facts, then send a complete inquiry.
Key Facts for Buyers
| Page role | Knowledge article used as toy sourcing knowledge and buyer context for B2B buyers |
|---|---|
| Buyer decision supported | Product-category fit, supplier evidence, MOQ, lead time, packaging and certificates |
| Best-fit CPS TOYS categories | Water Gun, Bubble Toys, Outdoor Toy and Educational Toy |
| Certificate evidence | Use /certificate/ as the public certificate reference, then request item-specific evidence |
| Factory evidence | Use /about-us/ and /faqs/ to verify supplier identity, MOQ, sample and lead-time process |
| Inquiry path | Use /contact-us/ with target market, quantity, package requirement, certificate need and deadline |
Evidence Buyers Can Verify
The largest toy company in the United States by revenue is LEGO, whose 2023 North American sales exceeded $4.5 billion — roughly double that of Mattel’s US segment. This ranking lists the 15 biggest wholesale toy.
- Product category pages show the supplier's real product scope.
- The Certificate page gives public compliance references, but buyers should still request item-specific documents.
- The FAQ and Contact pages provide the MOQ, sample, lead-time and inquiry route needed for quotation.
Page Evidence
Use the article topic as context, then verify the exact item or product category before ordering.
Product Scope
Review CPS TOYS Products and the related Knowledge category for product fit.
Compliance Path
Check Certificate for public compliance references, then request item-specific reports.
Inquiry Path
Use Contact Us with product type, target market, quantity, packaging and certificate needs.
Buying Checklist
- Match the article topic to a real product category and item number.
- Ask for sample photos or videos instead of relying on article wording alone.
- Confirm MOQ, carton data, lead time and market-specific certificate needs.
- Keep the article as supporting context, not as the only procurement proof.
Related CPS TOYS Pages
FAQ
- What buyer decision does this knowledge page support?
- This page helps buyers connect Top 15 Wholesale Toy Suppliers in the USA (2026) with practical sourcing decisions: product-category fit, supplier verification, MOQ, certificates, lead time, packaging and direct inquiry details.
- How should importers use this information?
- Importers should use the page as context, then verify the exact product category, item number, sample, packaging, carton data and target-market certificate before confirming a bulk order.
- Which CPS TOYS pages should buyers check next?
- Buyers should check the Products, Certificate, FAQ and Contact pages. Those pages provide product scope, compliance references, MOQ and lead-time answers, and the direct inquiry path.
- What details should be sent in the first inquiry?
- Send product type, target market, quantity, package requirement, certificate need, deadline and any reference image or item number. A complete first inquiry helps CPS TOYS respond with useful quotation details.