How a Major Toys Brand Identified a 50% Pricing Opportunity in the USA

Industry

Toys

Challenge

A leading toys brand wanted to understand pricing power for preschool products in the USA. The team needed clarity on where consumers were willing to pay more and where price resistance would limit growth, especially across different tiers from under $20 toys to large playsets above $40.

Result 

The study revealed strong headroom below $20, where some items could sustain price increases of up to 50%. In contrast, toys around $25 showed limited flexibility, and playsets above $40 faced clear resistance, with a maximum stretch toward $50. The findings provided a roadmap for profitable adjustments across SKUs without damaging demand.

About the Brand

A globally recognized toys company with strong household penetration in the preschool segment. The brand competes in the USA market with iconic characters and product lines that sit alongside other well-known names in the category.

The Impact

Using PriceBeam’s Comparative Willingness-to-Pay study, the toys brand uncovered where prices could stretch without risking volume. The analysis highlighted up to 50% headroom at the lower tiers and confirmed hard caps for higher-priced items, giving the team confidence to move forward with data-backed adjustments.