We conducted an online survey for Southard Communications of 1,018 U.S. adults aged 18 and up, fielded May 16–19, 2025, captured a wide demographic range of respondents from all 50 states. The study found that 75% of American adults are concerned about the rising cost of toys and games due to tariffs imposed on Chinese imports. Younger generations voiced the strongest concern with Gen Z and Millennials, many of whom are in their peak parenting and gifting years, more likely to support policy changes that would help keep toys affordable.
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Author Notes:
Logan Mine
