Tariffs on Dolls Create Challenges for U.S. Toy Industry
At Black Dolls Matter®, we know that dolls are more than playthings—they’re symbols of self-love, cultural pride, and representation. For generations, Black doll makers have fought to create affirming images for Black children and collectors. But as new tariffs take effect, these creators face rising costs that could limit access to diverse dolls at a time when representation is more important than ever. This article explores how trade policies are shaping the U.S. toy market—and what that means for families, businesses, and the future of inclusive toys.
Recent changes in U.S. trade policy have placed new tariffs on a wide range of imported goods, including dolls. The measures—aimed at reshaping international trade dynamics—have drawn concern from toy manufacturers, retailers, and parents across the country.
One notable remark from a government official suggested that children could be content with “two, maybe three” dolls rather than dozens, if prices increase due to tariffs. The response from the public and toy industry leaders was swift, with many calling attention to the disconnect between policy and everyday consumer realities.
Jonathan Cathey, CEO of The Loyal Subjects, a Los Angeles-based collectible toy company known for producing Strawberry Shortcake and Rainbow Brite, noted the deepening strain on small businesses navigating increased costs tied to imported materials and products.
Parents also weighed in—some admitting their kids have plenty of toys, others concerned about affordability. But for those who create, sell, and depend on access to dolls that reflect cultural identity, the consequences of these policies are far-reaching. With approximately 80% of toys sold in the U.S. made in China, manufacturers are grappling with sudden shifts in cost, logistics, and long-term strategy.
The Toy Association, a leading industry group, has called for relief from the heightened tariff rates, warning of potential shortages during critical sales seasons and increased pressure on both producers and consumers.
The Value of Dolls in the U.S. Market
Dolls remain a vital category in the American toy industry. From Barbie and American Girl to Our Generation and Cabbage Patch Kids, dolls and accessories accounted for $2.7 billion in sales last year, according to market research firm Circana.
Toy sales spiked during the pandemic, but inflation, changing consumer interests, and rising production costs have since cooled demand. For younger demographics, interest in beauty products is also shifting spending away from dolls.
How Companies Are Adapting
Mattel recently announced plans to raise prices on some dolls in the U.S. to offset tariff-related increases in manufacturing and transportation costs. The company is also accelerating its diversification of manufacturing sites beyond China.
Smaller companies are in a more precarious position. Cathey shared that his business halted shipments in April, unable to absorb the new costs. “Maintaining inventory under these conditions requires careful financial planning,” he explained.
Cepia, the Missouri-based creator of Zhu Zhu Pets and Decora Girlz, is also exploring new production options, though changes won’t arrive in time for this year’s holiday season. CEO James Russell Hornsby expressed hope that international trade agreements would stabilize soon, allowing businesses to plan with greater certainty.
Why So Many Dolls Are Made in China
China’s toy factories offer unmatched capabilities in doll-making—from specialized printing of facial features to the intricate rooting of synthetic hair. American Girl dolls, for instance, were never produced in the U.S., initially made in Germany and later in China.
James Zahn, editor-in-chief of The Toy Book, notes that U.S. manufacturing infrastructure lacks the expertise and equipment needed for certain tasks. “We don’t have facilities here that can root doll hair or do Tampo face printing at scale,” he said.
Hornsby added that even hair application is a skilled job: “You have to know how to place it so the doll looks full, even when only part of the scalp is filled.”
Are Toys from Overseas Safe?
Safety has also been part of the national conversation, with questions raised about the quality of toys manufactured overseas. However, Teresa Murray of the U.S. Public Interest Research Group clarified that all toys for children under 12 must meet rigorous testing and certification standards enforced by the U.S. Consumer Product Safety Commission—regardless of where they’re made.
Major brands like Mattel, Hasbro, and Lego typically comply with these rules. The greater challenge, Murray noted, comes from unregulated online imports. Until recently, parcels valued under $800 could enter the U.S. without full customs inspection. New regulations closing this loophole are expected to improve oversight and consumer safety.
Still, toy industry leaders warn that higher costs could drive some consumers toward cheaper, unregulated alternatives—possibly increasing safety risks rather than reducing them.
Balancing Affordability and Access
Many agree that American consumerism has led to excess. Yet, the ability to choose what’s best for one’s child remains central for many families.
Katie Walley-Wiegert, a parent in Richmond, Virginia, observed, “Every family’s purchasing decisions are different. It’s not always about quantity—it’s about choice.”
For entrepreneurs like Elenor Mak of San Francisco, who created Jilly Bing dolls to provide Asian American representation for her daughter, the new economic environment makes equity even harder to achieve. “When just one representative doll is already out of reach for some families, rising prices put us further behind,” she said.
At Black Dolls Matter®, we recognize that access to culturally affirming dolls is vital for children’s self-esteem and sense of belonging. As the toy industry faces rising costs, we remain committed to uplifting Black doll makers, advocating for policies that support diversity in toys, and ensuring that every child can see themselves reflected in the dolls they love. We invite our readers to continue supporting Black-owned businesses and makers who are working tirelessly to keep representation alive in every playroom.
