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The global toys market size reached a value of nearly USD 108.29 billion in 2023. The market is projected to grow at a CAGR of 4.1% between 2024 and 2032 to attain around USD 156.96 billion by 2032.
Toys refer to objects intended to be played primarily by children. Traditionally, toys are made from wood, plastic, clay, or paper. Modern toys also include electronic components. Playing with toys helps to train children to develop their logical and spatial reasoning skills and enhance their cognitive capabilities.
The rapid economic development in regions such as the Asia Pacific, Latin America, and the Middle East and Africa are creating lucrative opportunities for players in the toys market. The rising environmental consciousnesses among customers and the introduction of government regulations pertaining to the use of plastic such as the Consumer Products Safety Improvement Act in the United States have been contributing to the greater adoption of sustainable or green toys.
Some of the factors driving the toys market growth are the influence of films and TV and the rise in demand for merchandise toys. Reportedly, this trend led to a 19% increase in revenue from toys based on movie characters in 2022 on a global scale. The introduction of box subscription services is further revolutionising the market. A toy box subscription functions by tailoring its selection of toys to suit the children’s preferences which are selected for the user.
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Technological advancements; the introduction of eco-friendly toys; the rise in subscription services;; and the rising penetration of e-commerce channels drive the global toys market growth.
Date | Company | Details |
October 17th 2023 | Mattel, Inc. | disclosed an exciting collaboration between its renowned brand, Masters of the Universe, and the iconic Paramount's Teenage Mutant Ninja Turtles franchise. |
October 11th 2023 | Spin Master Corp | confirmed its agreement to purchase Melissa & Doug, a highly reputable and trusted brand specialising in early childhood play, based in the United States. |
October 2nd 2023 | Spin Master Corp | secured the global toy license for Paramount+'s original Dora, an upcoming preschool series that heralds the return of the trailblazing Latina heroine. |
September 26th 2023 | Mattel, Inc. | Introduced an update to the classic quickdraw game, Pictionary, with the unveiling of Pictionary® Vs. AI. |
Trends | Impact |
Technological advancements | Artificial intelligence and machine learning are being incorporated into toys. This makes the toys more engaging and entertaining for children. |
Adoption of sustainable or green toys | Rising environmental consciousnesses among customers and the introduction of government regulations pertaining to the use of plastic have contributed to greater adoption of sustainable or green toys. |
Introduction of box subscription services | Subscription-based business models are gaining momentum in the market owing to their affordability and convenience. |
Influence of films and TV | The influence of films and TV is contributing to the rise in demand for merchandise toys. |
E-Commerce Penetration | As online retailers offer a broad range of products online, spanning different ages, categories, interests, featured characters, and brands, sales of toys for e-commerce channels is rising. |
The market for toys makes use of 40 tons of plastic for every USD 1 million in revenue and is considered one of the most plastic-intensive industries. About 90% of the toys are manufactured using plastic. With the rising concerns regarding environmental pollution, manufacturers are adopting recycled or bio-based plastics as well as other environment-friendly raw materials such as organic textiles, cotton, hemp, bamboo, wool, and unpainted wood.
Table: Sustainability Initiatives by Leading Brands
Brand | Initiative |
LEGO | LEGO aims to transform the packaging of their toys to sustainably sourced materials that are renewable or made from recycled content and certified by the Forest Stewardship Council (FSC C117818) by the end of 2025. |
Hasbro | In 2022, Hasbro introduced the Climate Action Plan to reduce emissions by 2030 and 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 | Playsets like the Build & Learn Eco House and the Grow & Protect Farm of Mega Bloks are being made from a minimum of 56% plant-based materials and 26% International Sustainability and Carbon Certification (ISCC*) certified bio-circular plastics. |
Spin Master | Spin Master has set goals to reduce emissions by 70 per cent by 2030, achieve net-zero emissions by 2050, waste reduction targets of 85 per cent in owned and leased facilities by 2025 and achieve zero waste by 2035. |
Mattel | In January 2020, Mattel announced that its Mega Blocks would have three preschool building sets, Polar Friends, Safari Friends and Woodland Friends, made using bio-based resins. |
Moose Toys | Moose Toys has committed to achieving net-zero greenhouse gas emissions by 2040. The company is also investing to establish 100% renewable energy, aiming to reduce its reliance on air freight, and transforming packaging by relying on less plastic |
Furthermore, toy manufacturers, such as LEGO, Disney, Hasbro, and PlusThis, are incorporating virtual reality (VR) and artificial intelligence (AI) to satisfy tech-savvy children’s demands. In the USA, monthly or quarterly toy subscription services are available based on age group, type of play, and rental services, among others. Companies, such as KiwiCo, Green Pinata, and Toy Box Monthly offer toys subscription services.
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Global Toys Market Report and Forecast 2024-2032 offers a detailed analysis of the market based on the following segments:
Market Breakup | Categories |
Product | Action Figures, Building Sets, Dolls, Games and Puzzles, Sports and Outdoor Toys, Plush, Vehicle, Others. |
Age Group | Up to 5 years, Between 5-10 Years, and Above 10 Years |
Distribution Channel | Hypermarkets and Supermarkets, Toys Stores/Speciality, Online Channel, Others |
Region | North America, Europe, Asia Pacific, Latin America, Middle East and Africa |
By product, sports and outdoor toys are expected to hold significant market share in the forecast period
Consumers can easily purchase a variety of outdoor toys, such as bikes, scooters, badminton, and others, on key e-commerce channels, such as Amazon, Inc., eBay Inc., and Walmart Inc.. Sports and outdoor toys based on global sports events such as the World Cup and the Olympics are also gaining significant popularity among children. Additionally, the rising demand for outdoor toys such as T-ball sets among kidults drives the sports and outdoor toys market growth.
The increasing launches of dolls and action figures by key players also favour the market expansion. For instance, in February 2024, American Girl and Disney launched a new doll collection, featuring Cinderella, Disney’s Ariel, and Tiana. The companies also launched special accessories and detailed outfits to expand the play and storytelling.
Kinds aged between 5-10 years hold a majority of the market share
Kids between 5-10 years dominate the global toys market share. In 2022, the global school-age population (aged 6–23 years) was around 2.3 billion and is projected to increase to nearly 2.4 billion in 2030. Further, it is expected to oscillate within that range until 2056. Consequently, it is expected to provide a stable demand for toys during the forecast period.
Moreover, the demand for toys among individuals aged above 10 years is likely to significantly increase in the forecast period. This can be attributed to the emergence of the kidult trend and increasing focus by manufacturers to target both adults and children. The rising influence of social media and the resurgence of nostalgic TV shows and video games are further propelling the toys market expansion.
Sales of toys from e-commerce channels are significantly rising due to their convenience and attractive discounts
The e-commerce segment is anticipated to grow with the highest CAGR in the coming years. In 2020, in the USA, around 30.6% of parents frequently bought toys online. Online channels provide parents with detailed toy descriptions and allow them to compare age-appropriate toys. In 2021, Mattel, the owner of Fisher-Price, Barbie, and Hot Wheels toy brands expanded its e-commerce presence by 50% in the USA.
Meanwhile, the expansion of offline retail stores by key players is further aiding the toys market development. For instance, in December 2023, ace turtle announced the launch of the largest high-street toy store of Toys“R” Us® flagship store in Mumbai, India. The store is aimed at revolutionising the shopping experience by offering expansive collections and accessibility and convenience to international brands like Mattel and Lego.
Figure: Online Toy Sales by US Retailers: 2020 (USD Million)
Major toys market players are increasing their collaboration, partnership, and research and development activities to gain a competitive edge
Company Name | Year Founded | Headquarters | Products/Services |
Tomy Company Limited | 1924 | Japan | Offers electronic and physical toys, card games, amusement machines, train models, and general merchandise. |
Simba Dickie Group Gmbh | 1982 | Germany | Offers a diverse range of toy products, including dolls and accessories, soft toys, toddler toys, bath toys, construction toys, beach and water toys, outdoor toys etc. |
Moose Toys Pty Limited | 1985 | Australia | Offers action figures, arts, crafts and activities, collectables, dolls, games, plush, preschool, and youth electronics toys. |
Spin Master Corporation | 1994 | Canada | Offers open-ended creative, educational digital games under the Toca Boca® and Sago Mini®brand names. |
Other key players in the toys market include Hasbro, Inc., Mattel, Inc., Funko, Inc., and LEGO System A/S, among others.
The Asia Pacific is anticipated to hold a dominant position in the market for toys in the forecast period. The Asia Toy & Play Association (ATPA) actively collaborates with governments in the region to develop high-quality safe toys. It also organises events, like the Hong Kong Toys and Games Fair and Spielwarenmesse. Other associations, such as All India Toys and Baby Products Association (AITBA) and the Asian Committee of Toy Industries also play a key role in aiding the Asia Pacific toys market growth.
The market in North America is being driven by the growing demand for toys that encourage self-care and social connection, contributing to a growing demand for educational toys in the United States. Some top-selling toys in the US and Canada include Pokémon, Star Wars, Barbie, Marvel, Squishmallows, Fisher-Price, Hot Wheels, L.O.L. Surprise! and LEGO Star Wars.
Meanwhile, in 17 European countries, including Slovenia (LEGO), the UK (Stickle Bricks), and Liechtenstein (LEGO), building and construction toys are widely popular. The growing demand for sustainable toys and the purchasing power of individuals contribute to the expansion of the toys market.
REPORT FEATURES | DETAILS |
Base Year | 2023 |
Historical Period | 2018-2023 |
Forecast Period | 2024-2032 |
Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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Breakup by Product |
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Breakup by Age Group |
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Breakup by Distribution Channel |
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Breakup by Region |
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Market Dynamics |
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Trade Data Analysis |
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Competitive Landscape |
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Companies Covered |
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*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.
1 Preface
2 Report Coverage – Key Segmentation and Scope
3 Report Description
3.1 Market Definition and Outlook
3.2 Properties and Applications
3.3 Market Analysis
3.4 Key Players
4 Key Assumptions
5 Executive Summary
5.1 Overview
5.2 Key Drivers
5.3 Key Developments
5.4 Competitive Structure
5.5 Key Industrial Trends
6 Market Snapshot
6.1 Global
6.2 Regional
7 Opportunities and Challenges in the Market
8 Global Toys Market Overview
8.1 Key Growth Drives
8.2 Regulatory Framework
8.2 Popular Toys by Region
8 Global Toys Market Analysis
8.1 Key Industry Highlights
8.2 Global Toys Historical Market (2018-2023)
8.3 Global Toys Market Forecast (2024-2032)
8.4 Global Toys Market by Product
8.4.1 Action Figures
8.4.1.1 Historical Trend (2018-2023)
8.4.1.2 Forecast Trend (2024-2032)
8.4.2 Building Sets
8.4.2.1 Historical Trend (2018-2023)
8.4.2.2 Forecast Trend (2024-2032)
8.4.3 Dolls
8.4.3.1 Historical Trend (2018-2023)
8.4.3.2 Forecast Trend (2024-2032)
8.4.4 Games and Puzzles
8.4.4.1 Historical Trend (2018-2023)
8.4.4.2 Forecast Trend (2024-2032)
8.4.5 Sports and Outdoor Toys
8.4.5.1 Historical Trend (2018-2023)
8.4.5.2 Forecast Trend (2024-2032)
8.4.6 Plush
8.4.6.1 Historical Trend (2018-2023)
8.4.6.2 Forecast Trend (2024-2032)
8.4.7 Vehicle
8.4.7.1 Historical Trend (2018-2023)
8.4.7.2 Forecast Trend (2024-2032)
8.4.8 Others
8.5 Global Toys Market by Age Group
8.5.1 Up to 5 years
8.5.1.1 Historical Trend (2018-2023)
8.5.1.2 Forecast Trend (2024-2032)
8.5.2 Between 5-10 Years
8.5.2.1 Historical Trend (2018-2023)
8.5.2.2 Forecast Trend (2024-2032)
8.5.3 Above 10 Years
8.5.3.1 Historical Trend (2018-2023)
8.5.3.2 Forecast Trend (2024-2032)
8.6 Global Toys Market by Distribution Channel
8.6.1 Hypermarkets and Supermarkets
8.6.1.1 Historical Trend (2018-2023)
8.6.1.2 Forecast Trend (2024-2032)
8.6.2 Toy Stores/Speciality Stores
8.6.2.1 Historical Trend (2018-2023)
8.6.2.2 Forecast Trend (2024-2032)
8.6.3 Online Channel
8.6.3.1 Historical Trend (2018-2023)
8.6.3.2 Forecast Trend (2024-2032)
8.6.4 Others
8.7 Global Toys Market by Region
8.7.1 North America
8.7.1.1 Historical Trend (2018-2023)
8.7.1.2 Forecast Trend (2024-2032)
8.7.2 Europe
8.7.2.1 Historical Trend (2018-2023)
8.7.2.2 Forecast Trend (2024-2032)
8.7.3 Asia Pacific
8.7.3.1 Historical Trend (2018-2023)
8.7.3.2 Forecast Trend (2024-2032)
8.7.4 Latin America
8.7.4.1 Historical Trend (2018-2023)
8.7.4.2 Forecast Trend (2024-2032)
8.7.5 Middle East and Africa
8.7.5.1 Historical Trend (2018-2023)
8.7.5.2 Forecast Trend (2024-2032)
9 North America Toys Market Analysis
9.1 Market by Product
9.2 Market by Age Group
9.3 Market by Distribution Channel
9.4 Market by Country
9.4.1 United States of America
9.4.1.1 Historical Trend (2018-2023)
9.4.1.2 Forecast Trend (2024-2032)
9.4.2 Canada
9.4.2.1 Historical Trend (2018-2023)
9.4.2.2 Forecast Trend (2024-2032)
10 Europe Toys Market Analysis
10.1 Market by Product
10.2 Market by Age Group
10.3 Market by Distribution Channel
10.4 Market by Country
10.4.1 United Kingdom
10.4.1.1 Historical Trend (2018-2023)
10.4.1.2 Forecast Trend (2024-2032)
10.4.2 Germany
10.4.2.1 Historical Trend (2018-2023)
10.4.2.2 Forecast Trend (2024-2032)
10.4.3 France
10.4.3.1 Historical Trend (2018-2023)
10.4.3.2 Forecast Trend (2024-2032)
10.4.4 Italy
10.4.4.1 Historical Trend (2018-2023)
10.4.4.2 Forecast Trend (2024-2032)
10.4.5 Others
11 Asia Pacific Toys Market Analysis
11.1 Market by Product
11.2 Market by Age Group
11.3 Market by Distribution Channel
11.4 Market by Country
11.4.1 China
11.4.1.1 Historical Trend (2018-2023)
11.4.1.2 Forecast Trend (2024-2032)
11.4.2 Japan
11.4.2.1 Historical Trend (2018-2023)
11.4.2.2 Forecast Trend (2024-2032)
11.4.3 India
11.4.3.1 Historical Trend (2018-2023)
11.4.3.2 Forecast Trend (2024-2032)
11.4.4 ASEAN
11.4.4.1 Historical Trend (2018-2023)
11.4.4.2 Forecast Trend (2024-2032)
11.4.5 South Korea
11.4.5.1 Historical Trend (2018-2023)
11.4.5.2 Forecast Trend (2024-2032)
11.4.6 Australia
11.4.6.1 Historical Trend (2018-2023)
11.4.6.2 Forecast Trend (2024-2032)
11.4.7 Others
12 Latin America Toys Market Analysis
12.1 Market by Product
12.2 Market by Age Group
12.3 Market by Distribution Channel
12.4 Market by Country
12.4.1 Brazil
12.4.1.1 Historical Trend (2018-2023)
12.4.1.2 Forecast Trend (2024-2032)
12.4.2 Argentina
12.4.2.1 Historical Trend (2018-2023)
12.4.2.2 Forecast Trend (2024-2032)
12.4.3 Mexico
12.4.3.1 Historical Trend (2018-2023)
12.4.3.2 Forecast Trend (2024-2032)
12.4.4 Others
13 Middle East and Africa Toys Market Analysis
13.1 Market by Product
13.2 Market by Age Group
13.3 Market by Distribution Channel
13.4 Market by Country
13.4.1 Saudi Arabia
13.4.1.1 Historical Trend (2018-2023)
13.4.1.2 Forecast Trend (2024-2032)
13.4.2 United Arab Emirates
13.4.2.1 Historical Trend (2018-2023)
13.4.2.2 Forecast Trend (2024-2032)
13.4.3 Nigeria
13.4.3.1 Historical Trend (2018-2023)
13.4.3.2 Forecast Trend (2024-2032)
13.4.4 South Africa
13.4.4.1 Historical Trend (2018-2023)
13.4.4.2 Forecast Trend (2024-2032)
13.4.5 Others
14 Market Dynamics
14.1 SWOT Analysis
14.1.1 Strengths
14.1.2 Weaknesses
14.1.3 Opportunities
14.1.4 Threats
14.2 Porter’s Five Forces Analysis
14.2.1 Supplier’s Power
14.2.2 Buyer’s Power
14.2.3 Threat of New Entrants
14.2.4 Degree of Rivalry
14.2.5 Threat of Substitutes
14.3 Key Indicators for Demand
14.4 Key Indicators for Price
15 Trade Data Analysis (HS Code - 9503)
15.1 Major Importing Countries
15.1.1 By Volume
15.1.2 By Value
15.2 Major Exporting Countries
15.2.1 By Volume
15.2.2 By Value
16 Competitive Landscape
16.1 Market Structure
16.2 Company Profiles
16.2.1 Tomy Company Ltd.
16.2.1.1 Company Overview
16.2.1.2 Product Portfolio
16.2.1.3 Demographic Reach and Achievements
16.2.1.4 Certifications
16.2.2 Simba Dickie Group
16.2.2.1 Company Overview
16.2.2.2 Product Portfolio
16.2.2.3 Demographic Reach and Achievements
16.2.2.4 Certifications
16.2.3 Moose Toys Ltd
16.2.3.1 Company Overview
16.2.3.2 Product Portfolio
16.2.3.3 Demographic Reach and Achievements
16.2.3.4 Certifications
16.2.4 Spin Master Corporation
16.2.4.1 Company Overview
16.2.4.2 Product Portfolio
16.2.4.3 Demographic Reach and Achievements
16.2.4.4 Certifications
16.2.5 Hasbro, Inc.
16.2.5.1 Company Overview
16.2.5.2 Product Portfolio
16.2.5.3 Demographic Reach and Achievements
16.2.5.4 Certifications
16.2.6 Mattel, Inc.
16.2.6.1 Company Overview
16.2.6.2 Product Portfolio
16.2.6.3 Demographic Reach and Achievements
16.2.6.4 Certifications
16.2.7 Funko, Inc.
16.2.7.1 Company Overview
16.2.7.2 Product Portfolio
16.2.7.3 Demographic Reach and Achievements
16.2.7.4 Certifications
16.2.8 LEGO System A/S
16.2.8.1 Company Overview
16.2.8.2 Product Portfolio
16.2.8.3 Demographic Reach and Achievements
16.2.8.4 Certifications
16.2.9 Others
17 Key Trends and Developments in the Market
List of Key Figures and Tables
1. Global Toys Market: Key Industry Highlights, 2018 and 2032
2. Global Toys Historical Market: Breakup by Product (USD Million), 2018-2023
3. Global Toys Market Forecast: Breakup by Product (USD Million), 2024-2032
4. Global Toys Historical Market: Breakup by Age Group (USD Million), 2018-2023
5. Global Toys Market Forecast: Breakup by Age Group (USD Million), 2024-2032
6. Global Toys Historical Market: Breakup by Distribution Channel (USD Million), 2018-2023
7. Global Toys Market Forecast: Breakup by Distribution Channel (USD Million), 2024-2032
8. Global Toys Historical Market: Breakup by Region (USD Million), 2018-2023
9. Global Toys Market Forecast: Breakup by Region (USD Million), 2024-2032
10. North America Toys Historical Market: Breakup by Country (USD Million), 2018-2023
11. North America Toys Market Forecast: Breakup by Country (USD Million), 2024-2032
12. Europe Toys Historical Market: Breakup by Country (USD Million), 2018-2023
13. Europe Toys Market Forecast: Breakup by Country (USD Million), 2024-2032
14. Asia Pacific Toys Historical Market: Breakup by Country (USD Million), 2018-2023
15. Asia Pacific Toys Market Forecast: Breakup by Country (USD Million), 2024-2032
16. Latin America Toys Historical Market: Breakup by Country (USD Million), 2018-2023
17. Latin America Toys Market Forecast: Breakup by Country (USD Million), 2024-2032
18. Middle East and Africa Toys Historical Market: Breakup by Country (USD Million), 2018-2023
19. Middle East and Africa Toys Market Forecast: Breakup by Country (USD Million), 2024-2032
20. Major Importing Countries by Value
21. Major Exporting Countries by Value
22. Major Importing Countries by Volume
23. Major Exporting Countries by Volume
24. Global Toys Market Structure
In 2023, the global market value was USD 108.29 billion.
The market is projected to grow at a CAGR of 4.1% between 2024 and 2032.
The market is estimated to witness a healthy growth in the forecast period of 2024-2032 to reach around USD 156.96 billion by 2032.
The major drivers include increasing number of dual-income households and technological advancements and innovations.
The key trends include the growing adoption of sustainable or green toys, the introduction of box subscription services and the growing demand for merchandise toys.
The different types of toys include action figures, building sets, dolls, games and puzzles, sports and outdoor toys, plush, and vehicle, among others.
The major distribution channels in the market include hypermarkets and supermarkets, toys stores/speciality, and online channel, and others.
The major players in the market include Tomy Company Ltd., Simba Dickie Group, Moose Toys Ltd, Spin Master Corporation, Hasbro, Inc., Mattel, Inc., Funko, Inc., and LEGO System A/S, among others.
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