Top 10 Companies Dominating the Global Toys Market, Driven by Rising Demand For STEM Toys

LEGO System A/S, Bandai Namco Toys & Collectibles Incorporated, Hasbro, Inc., Mattel, Inc., Funko, LLC, JAKKS Pacific, Inc., Tomy Company Ltd., Simba Dickie Group, Moose Toys Ltd, and Spin Master Corporation, among others, are the major players in the global toys market. 


The global toys market reached a value of USD 108.36 billion in 2023. The market is projected to grow at a CAGR of 5.6% in the forecast period of 2024-2032 to reach around USD 175.88 billion by 2032. As per the analysis by Expert Market Research, the market is expected to be driven by the popularity of social media platforms and the demand For STEM toys.


Social media platforms are significantly influential in the toys market growth. Toy manufacturers are collaborating with influencers to expand their market share and reach wider audiences. Companies are capitalising on TikTok and YouTube influencer campaigns and trends like toy unboxing videos. Further, there is a rising demand for Science, Technology, Engineering, and Math (STEM) toys among parents. These toys are created to cater to the cognitive development needs of children in different age groups. STEM toys enhance children’s cognitive skills, problem-solving, decision-making, memory, and creative thinking abilities. 


Manufacturers are also heavily investing in AR-enhanced store displays to provide consumers with an interactive experience. Additionally, the toy market is also moving in a sustainable direction, with producers using recycled or bio-based plastics in toy production. Additionally, they are designing toys that can be more easily recycled at the end of their usable life. Companies are also introducing more sustainable business models such as toy subscriptions and exchange platforms.


Sustainability Initiatives Undertaken by Market Players

  • The growing environmental concerns and the adverse impacts of waste and pollution on the environment are compelling toy makers to adopt sustainability in their production process.
  • Hasbro, Mattel (Mega Bloks), Moose Toys, and Spin Master are some of the brands investing in sustainable production practices.
  • In 2022, Hasbro introduced the Climate Action Plan to achieve net zero Greenhouse Gas emissions by 2050. The company is also taking steps to manage the impact of its products, and services on the ecosystems.
  • Mega Bloks’ playsets like the Build & Learn Eco House and the Grow & Protect Farm are made from a minimum of 56% plant-based materials and 26% International Sustainability and Carbon Certification (ISCC*) certified bio-circular plastics.
  • Spin Master has set goals to reduce its production emissions by 70% by 2030 and achieve net-zero emissions by 2050. Additionally, the company has set waste reduction targets of 85% in owned and leased facilities by 2025 and achieves zero waste by 2035.
  • Moose Toys has committed to achieve net-zero greenhouse gas emissions by 2040.


Top 10 Toys Companies in the World:

LEGO System A/S

Headquarters: Billund, Denmark
Establishment: 1932


Lego A/S is a global toy manufacturing company with a presence in over 111 countries. The company has around 904 branded stores. More than 50% of LEGO® sets incorporate one or more components made from sustainable material known as bio-PE. Lego's core toy product is a line of plastic, interconnecting building bricks. The company also produces trucks and tracked excavators, deluxe brick boxes, wild animals’ collections, Mickey and Minnie birthday trains, and construction sets.


Bandai Namco Toys & Collectibles Incorporated

Headquarters: Tokyo, Japan
Establishment: 2005


The company is a producer of quality toys to capture children's and collectors’ imaginative spirit. Bandai annually handles around 14,500 products, with more than 8,000 representing newly developed offerings across a wide spectrum of categories. The company offers toys, capsule toys, cards, apparel, sundries, plastic models, prizes, stationery, and other products.


Hasbro, Inc.

Headquarters: Rhode Island, United States
Establishment: 1923


Hasbro, Inc. operates in various business segments, including consumer products, digital gaming, entertainment, corporate, and others. The company markets its products under NERF, My Little Pony, Monopoly, Scrabble, Dungeons & Dragons, and Peppa Pig brands. The company has a huge portfolio of toys and games including arts and crafts and creative play products, action figures, dolls, play sets, plush products, sports action blasters and accessories, preschool toys, vehicles, and toy-related speciality products.


Mattel, Inc.

Headquarters: California, United States
Establishment: 1945


Mattel, Inc., is a prominent children's and family entertainment company that manufactures toys. The company operates in over 35 locations, selling its products in more than 150 countries in collaboration with leading retail and e-commerce companies. During 2022, Mattel’s three largest customers, namely Walmart, Target, and Amazon, accounted for approximately 43% of its global consolidated net sales.


Funko, LLC

Headquarters: Washington, United States
Establishment: 1998


Funko, Inc. is a pop culture products company that designs and distributes licensed pop culture products in the United States, Europe, and other regions. The company markets its products under the beand names Pop!, Loungefly, Funko, Popsies, Vinyl Gold, Mystery Minis, Paka Paka, Funko Soda, Funko Games, Funko action figures, Funko Plush, and Funko Gold. Funko’s key international retail customers include GameStop, Amazon, and Fnac.


JAKKS Pacific, Inc.

Headquarters: California, United States
Establishment: 1995


Jakks Pacific, Inc. is a toy company that designs and sells kids’ indoor and outdoor toys. The company has a global geographical presence in the United States, Europe, Australia, Canada, Latin America, and Asia. The company’s two largest customers are Walmart® and Target®, which accounted for a share of 28.4% and 25.5%, respectively, of its net sales in 2022.


Tomy Company Ltd.

Headquarters: Tokyo, Japan
Establishment: 1924


Tomy Company Limited is a manufacturer of toys, merchandise, and children's items. The company has 34 subsidiaries globally in countries, such as Japan, Europe, Oceania, Asia, and North America. The company offers a comprehensive range of electronic and physical toys, card games, amusement machines, train models, and general merchandise. Tommy offers toys under the brand names Tomica, Licca, Plarail, John Deere, and Lamaze.


Simba Dickie Group

Headquarters: Fürth, Germany
Establishment: 1982


Simba Dickie Group produces and distributes high-quality toy products. The company has a robust operational network with thirty locations and production and development facilities in Germany, France, the United Kingdom, Spain, Hungary, Thailand, and China. The company offers over 4,000 products under 20 brand names including dolls and accessories, soft toys, toddler toys, bath toys, construction toys, beach and water toys, outdoor toys, children's costumes and role play, collectibles, and painting and craft toys.


Moose Toys Ltd

Headquarters: Melbourne, Australia
Establishment: 1985


Moose Toys Pty Limited designs, develops, and produces high-quality toys. The company conducts operations in Los Angeles, the United Kingdom, France, Germany, China, and Hong Kong. Moose offers a comprehensive range of toy products, including action figures, collectibles, dolls, games, plush, and preschool, namely Magic Mixie Pixlings, Cookeez Makery, Heroes of Goo Jit Zu, Moose Games, Beast Lab, Bluey, Little Live Pets, Octonauts, Akedo Warriors, Treasure X, Fall Guys, Real Littles, Scruff-a-Luvs, Kindi Kids, Föm Mania®, Blingle Bands, ScrunchMiez, Dream Seekers, Orchard Toys, and Shopkins.


Spin Master Corporation

Headquarters: Ontario, Canada
Establishment: 1994


Spin Master Corporation is a popular entertainment company producing toys, entertainment, and digital games. The company provides preschool dolls and interactives, wheels and action, activities, games and puzzles, plush, and outdoor toys under the brands PAW Patrol®, Bakugan®, KineticSand®, and Air Hogs®. Through Spin Master Ventures, the company makes minority investments in startup and emerging companies across the world. The company has over thirty offices in almost twenty countries worldwide, in North America, the United Kingdom, Europe, and Asia-Pacific.


*At Expert Market Research, we strive to always give you current and accurate information. The numbers depicted in the description are indicative and may differ from the actual numbers in the final EMR report.

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