Toys Market

Global Toys Market:

The global toys market size reached USD 113.9 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 196.3 Billion by 2033, exhibiting a growth rate (CAGR) of 6.2% during 2025-2033. The changing consumer preferences, increasing investment on quality and educational toys, and growing parental awareness about the importance of toys the market growth.

Toys Industry Analysis:

• Major Market Drivers: As disposable income levels rise across different regions, parents are more inclined to invest in quality toys for their children, further escalating the market's growth. Moreover, the rise of e-commerce platforms has expanded the reach of toy manufacturers, enabling them to cater to a global audience, and driving the market's demand.
• Key Market Trends: Toy manufacturers continually invest in research and development activities to create innovative products that captivate children's attention. The diversification of toys, ranging from traditional options to cutting-edge technology-driven choices, sustains market expansion. Moreover, ongoing technological innovations have led to the development of interactive and high-tech toys, such as augmented reality (AR) and virtual reality (VR) toys, smart toys, and educational gadgets, thereby escalating the industry's demand.
• Competitive Landscape: Some of the prominent toys market companies include Clementoni Spa, Funskool Ltd., Hasbro Inc., Lego A/S (Kirkbi A/S), Mattel Inc., Playmobil (Brandstätter Group), Pressman Toy Corporation (Goliath B.V.), Simba Dickie Group, Spin Master, Talicor Inc., Thinkfun Inc. (Ravensburger North America Inc.), and Tomy Company Ltd., among many others.
• Geographical Trends: According to the toy market dynamics, North America exhibits a clear dominance in the market. The region has a high level of disposable income, allowing families to spend more on discretionary items such as toys. This economic advantage supports higher spending on both premium and innovative toy products.
• Challenges and Opportunities: High competition among key players and supply chain disruptions, including material shortages and transportation delays, are hampering the market's growth. However, there is a growing demand for toys that offer educational value and promote STEM (Science, Technology, Engineering, and Mathematics) learning. This trend provides opportunities for creating innovative products that cater to parents’ desire for educational enrichment.
   

Toys Market Trends:

Rising Disposable Income

As disposable incomes increase, parents are willing to spend more on high-quality and innovative toys for their children. For instance, according to a poll conducted by ProdegeMR in 2019, approximately 65% of respondents spent up to INR 700 per month on children's toys throughout the survey period. Similarly, according to Statista, in 2019, the average cost of toys per child in North America was USD 300. This trend is particularly noticeable in emerging markets where economic growth is improving living standards. These factors are expected to propel the toys market in the coming years.

Growing E-Commerce Sector

E-commerce growth is significantly driving the toys market. For instance, according to IMARC, the global e-commerce market size reached USD 21.1 Trillion in 2023. Looking forward, IMARC Group expects the market to reach USD 183.8 Trillion by 2032, exhibiting a growth rate (CAGR) of 27.16% during 2024-2032. Online shopping platforms provide consumers with easy access to a wide variety of toys from different brands and price ranges. This convenience drives higher sales as consumers can browse and purchase toys from the comfort of their homes. These factors are further positively influencing the toys market forecast.

Technological Advancements

Advances in technology have led to the development of interactive toys that can respond to children’s actions and voice commands. Smart toys equipped with sensors, microphones, and AI can offer personalized play experiences, adapting to a child’s behavior and preferences. For instance, in November 2022, LeapFrog launched My Pal Scout Smarty Paws, a Toy of the Year Award finalist in the Plush category, as well as My Pal Violet Smarty Paws. When kids grasp both paws, these interactive toys activate exciting reactions, music, games, and mindfulness exercises owing to touch-sensitive front paws and sensors, thereby boosting the toys market revenue.

Global Toys Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the global toys market report, along with forecasts at the global, regional and country levels from 2025-2033. Our report has categorized the market based on product type, age group and sales channel.

Breakup by Product Type:

• Action Figures
• Building Sets
• Dolls
• Games and Puzzles
• Sports and Outdoor Toys
• Plush
• Others
   

sports and outdoor toys dominate the market

The report has provided a detailed breakup and analysis of the market based on the product type. This includes action figures, building sets, dolls, games and puzzles, sports and outdoor toys, plush, and others. According to the report, sports and outdoor toys represented the largest segment.

According to the toys market outlook, the emphasis on physical activity and a healthy lifestyle among parents and caregivers drives the demand for outdoor and sports-related toys. These toys encourage children to engage in active play, fostering physical development and well-being. Additionally, the allure of outdoor and sports toys lies in their ability to provide a diverse range of experiences. From traditional sports equipment, like bicycles, soccer balls, and basketball hoops, to innovative products, such as water play sets and adventure gear, this segment caters to a broad spectrum of preferences and age groups. Moreover, the enduring appeal of outdoor play transcends generational shifts, making these toys timeless investments for families.

Breakup by Age Group:

• Up to 5 Years
• 5 to 10 Years
• Above 10 Years
   

5 to 10 years hold the largest share in the market

A detailed breakup and analysis of the market based on the age group has also been provided in the report. This includes up to 5 years, 5 to 10 years, and above 10 years. According to the report, 5 to 10 years accounted for the largest market share.

According to the toys market overview, this age range is characterized by a crucial phase of cognitive and physical development, during which children are highly receptive to learning through play. As children transition from early childhood to pre-adolescence, they actively engage in exploring their surroundings, honing their motor skills, and developing their social abilities. Within this age bracket, children are more capable of comprehending complex concepts and engaging in imaginative play scenarios, making them a prime audience for a wide variety of toys. Educational toys that stimulate creativity, critical thinking, and problem-solving are particularly sought after by parents aiming to enhance their child's cognitive growth. Furthermore, children aged 5 to 10 are typically at school age, and the toys designed for this group often complement educational curricula, aligning playtime with learning objectives. This makes the 5 to 10 years segment a pivotal target for educational and skill-enhancing toys, propelling its status as the largest category in the market breakup by age group.

Breakup by Sales Channel:

• Supermarkets and Hypermarkets
• Specialty Stores
• Department Stores
• Online Stores
• Others
   

Specialty stores dominate the market

The report has provided a detailed breakup and analysis of the market based on the sales channel. This includes supermarkets and hypermarkets, specialty stores, department stores, online stores, and others. According to the report, specialty stores represented the largest segment.

Specialty stores are dedicated to offering a curated selection of toys, often focusing on specific categories or niches that cater to diverse customer demands. This specialization allows them to provide in-depth product knowledge, personalized recommendations, and an immersive shopping experience. Customers seeking a wide variety of toys, from educational and innovative options to niche collectibles, are drawn to specialty stores for their comprehensive offerings. The hands-on interaction with products and the expertise of store staff contribute to informed purchasing decisions, fostering customer loyalty. Moreover, specialty stores often foster a sense of community among enthusiasts and collectors, enhancing the overall shopping experience. This personalized approach and ability to cater to unique interests set specialty stores apart from other sales channels, making them a preferred destination for discerning consumers seeking quality, variety, and expertise in their toy purchases.

Breakup by Region:

• North America
  • United States
  • Canada
• Asia-Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia
  • Others
• Europe
  • Germany
  • France
  • United Kingdom
  • Italy
  • Spain
  • Russia
  • Others
• Latin America
  • Brazil
  • Mexico
  • Others
• Middle East and Africa
   

North America exhibits a clear dominance in the market

The report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and others); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa. According to the report, North America was the largest market for toys.

According to the toys market statistics, North America’s relatively high disposable income levels and consumer spending power enable parents to invest significantly in toys that cater to their children's entertainment and educational needs. For instance, according to Statista, in 2019, the average amount spent on toys per child in North America was USD 300. Furthermore, North American parents prioritize quality, safety, and innovation when selecting toys for their children, driving demand for a diverse range of products. The region's cultural emphasis on early childhood development and education has led to a strong demand for educational and STEM-focused toys, which align with modern learning trends. Additionally, the presence of established toy manufacturers, licensing agreements with popular media franchises, and a robust retail infrastructure contribute to the market's growth. Furthermore, North America's multicultural population contributes to a diverse range of preferences, driving the demand for various types of toys that cater to different tastes and backgrounds. These factors collectively establish North America as a thriving market for toys, attracting manufacturers and retailers aiming to tap into the region's economic stability and consumer-driven demand.

Competitive Landscape:

Leading toy manufacturers consistently invest in research and development to create innovative and engaging products. They focus on incorporating cutting-edge technology, interactive features, and educational components into their toys to captivate children's interest and align with modern learning methods. Additionally, numerous key players form strategic partnerships with popular media franchises, including movies, TV shows, and video games. This allows them to produce toys based on beloved characters, expanding their customer base and capitalizing on existing fan followings. Other than this, recognizing the growing importance of eco-friendly practices, several companies have embraced sustainability in toy production. They emphasize the use of recycled materials, reduce packaging waste, and adopt environmentally friendly manufacturing processes, appealing to environmentally conscious consumers. Besides this, key players often expand their presence beyond their home markets to tap into new regions with emerging economies and growing middle-class populations. This global expansion broadens their consumer base and revenue streams. In line with this, leading toy companies invest in building strong online platforms and e-commerce capabilities. They enhance their digital presence to reach consumers directly, offer a wider range of products, and create seamless shopping experiences. Furthermore, effective marketing campaigns that highlight the educational benefits, safety features, and entertainment value of their products resonate with parents and caregivers, influencing purchasing decisions.

The report has provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major companies have also been provided. Some of the key players in the market include:

• Clementoni Spa
• Funskool Ltd.
• Hasbro Inc.
• Lego A/S (Kirkbi A/S)
• Mattel Inc.
• Playmobil (Brandstätter Group)
• Pressman Toy Corporation (Goliath B.V.)
• Simba Dickie Group
• Spin Master
• Talicor Inc.
• Thinkfun Inc. (Ravensburger North America Inc.)
• Tomy Company Ltd.
   

(Please note that this is only a partial list of the key players, and the complete list is provided in the report.)

Toys Market Recent Developments

• August 2024: Incredible Group added three new toys to its Squishi lineup: SOUR PATCH KIDS, OREO, and SWEDISH FISH. Each Squishi product is crafted to ensure maximum squishiness and durability for stress relief or sensory play.
• May 2024: Fisher-Price, a company that creates high-quality, educational toys for young children, launched Fisher-Price Wood, a new wooden toy line for children aged six months to five years.
• March 2024: Mego, a toy company, unveiled innovative product, the 2XL Cobot (companion robot), My2XL, an AI Robot for Kids, which takes interactive family fun to new heights.

Toys Market Report Scope:

Key Benefits for Stakeholders:

• IMARC's report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the toys market from 2019-2033.
• The research study provides the latest information on the market drivers, challenges, and opportunities in the global toys market.
• The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key country-level markets within each region.
• Porter's five forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the toys industry and its attractiveness.
• The competitive landscape allows stakeholders to understand their competitive environment and provides insight into the current positions of key players in the market.