Photo: Axel Heimken/picture alliance/Getty Images

Americans are buying fewer toys in the post-Toys "R" Us era.

The big picture: As we've reported, the demise of the toy giant kicked off a war among U.S. retail titans Amazon, Target and Walmart to vacuum up its toy sales. But the end of Toys "R" Us dealt the multibillion-dollar American toy market a blow that it still hasn't recovered from.

  • Target and Walmart both added floor space for toys. And Target partnered with Disney to sell exclusive products in its stores.
  • Amazon attempted to dominate the online sale of toys. Its products topped 95% of online search results for toys in 2019, according to the research firm Gartner L2.

But all that wasn't enough to revive the toy market.

  • Toy sales fell 4% between 2018 and 2019, according to research from the NPD Group, cited by Retail Dive.
  • American retailers also sold fewer toys during the 2019 holiday season. That might be partially explained by the fact that last year's peak holiday shopping season — the weeks between Thanksgiving and Christmas — was unusually short, per NPD.

The bottom line: The American toy industry is likely to eventually bounce back, but it's a testament to the ubiquitousness of Toys "R" Us that it has temporarily dragged down the entire market.

Go deeper: The Toys "R" Us blame game

Go deeper

Updated 25 mins ago - Politics & Policy

Coronavirus dashboard

Illustration: Aïda Amer/Axios

  1. Politics: McConnell urges White House not to strike stimulus deal before election — Republican senators defend Fauci as Trump escalates attacks.
  2. Economy: Why the stimulus delay isn't a crisis (yet).
  3. Health: Studies show drop in COVID death rate — The next wave is gaining steam — The overwhelming aftershocks of the pandemic.
  4. Education: Schools haven't become hotspots.
Dion Rabouin, author of Markets
2 hours ago - Economy & Business

CEO confidence skyrockets on expectations of layoffs and wage cuts

U.S. consumers remain uncertain about the economic environment but CEOs are feeling incredibly confident, the latest survey from the Conference Board shows.

Why it matters: Confidence among chief executives jumped 19 points from its last reading in July, rising above the 50-point threshold that reflects more positive than negative responses for the first time since 2018.

Louisville officer: "Breonna Taylor would be alive" if we had served no-knock warrant

Breonna Taylor memorial in Louisville. Photo: Brandon Bell/Getty Images

Sgt. Jonathan Mattingly, the Louisville officer who led the botched police raid that caused the death of Breonna Taylor, said the No. 1 thing he wishes he had done differently is either served a "no-knock" warrant or given five to 10 seconds before entering the apartment: "Breonna Taylor would be alive, 100 percent."

Driving the news: Mattingly, who spoke to ABC News and Louisville's Courier Journal for his public interview, was shot in the leg in the initial moments of the March 13 raid. Mattingly did not face any charges after Kentucky Attorney General Daniel Cameron said he and another officer were "justified" in returning fire to protect themselves against Taylor's boyfriend.