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    Toys And Games Market

    ID: MRFR/CR/24972-HCR
    128 Pages
    Tejas Chaudhary
    September 2025

    Toys And Games Market Research Report By Age Group (Infant and Toddler, Preschool, School-Aged, Teenager, Adult), By Toy Category (Action Figures and Playsets, Dolls and Accessories, Building Sets, Board Games and Card Games, Ride-On Toys, Educational Toys, Arts and Crafts, Electronic Toys, Outdoor Toys, Sporting Goods Toys), By Material (Plastic, Wood, Metal, Fabric, Electronic Components), By Educational Value (STEM Skills, Creativity, Problem-Solving, Social-Emotional Development), By Price Range (Under $20, $20-$50, $50-$100, $100-$200, ...

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    Toys And Games Market  Research Report — Global Forecast till 2034 Infographic
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    Toys And Games Market Summary

    The Global Toys and Games Market is projected to grow from 138.6 USD Billion in 2024 to 228.4 USD Billion by 2035, reflecting a robust growth trajectory.

    Key Market Trends & Highlights

    Toys And Games Key Trends and Highlights

    • The market is expected to reach 228.4 USD Billion by 2035, indicating a substantial increase from 138.6 USD Billion in 2024.
    • The compound annual growth rate (CAGR) for the period from 2025 to 2035 is estimated at 4.64 percent.
    • This growth is likely driven by the increasing demand for innovative and interactive toys among consumers.
    • Growing adoption of technology in toys due to rising consumer interest in educational and STEM-based products is a major market driver.

    Market Size & Forecast

    2024 Market Size 138.6 (USD Billion)
    2035 Market Size 228.4 (USD Billion)
    CAGR (2025-2035) 4.64%

    Major Players

    Hasbro, Mattel, LEGO Group, Bandai Namco, Spin Master, Ravensburger, JAKKS Pacific, Funko, Mega Brands, Epoch Co.

    Toys And Games Market Trends

    The Toys and Games market continues to evolve, driven by technological advancements and the increasing popularity of licensed and branded products. Consumers are seeking immersive and interactive experiences, leading to the rise of smart toys, virtual reality games, and augmented reality games. Digital distribution platforms are gaining traction, allowing players to access games on multiple devices.Key market drivers include the growing disposable income in emerging markets, the increasing number of children, and the popularity of video games.

    Opportunities to be explored include expanding into new markets, developing innovative products that meet changing consumer preferences, and leveraging digital technologies to enhance the gaming experience.Recent trends in the Toys and Games market include the incorporation of AI and machine learning, the emergence of cloud gaming, and the growing popularity of subscription-based gaming models. As technology continues to advance, it is expected that the Toys and Games market will see further innovation and growth, creating opportunities for manufacturers and retailers alike.

    The Global Toys and Games Market is experiencing a dynamic evolution, driven by technological advancements and shifting consumer preferences, which suggests a robust future for innovative play experiences.

    U.S. Department of Commerce

    Toys And Games Market Drivers

    Sustainability Trends

    Sustainability trends are increasingly influencing the Global Toys And Games Market Industry, as consumers become more environmentally conscious. Manufacturers are responding by creating eco-friendly toys made from sustainable materials, which appeal to a growing demographic of eco-aware parents. This shift towards sustainability is not merely a trend but appears to be a fundamental change in consumer preferences. Companies that prioritize sustainable practices may gain a competitive edge in the market. As the demand for environmentally responsible products rises, the industry may witness a significant transformation, aligning with broader global sustainability goals.

    Expansion of E-commerce

    The expansion of e-commerce platforms significantly impacts the Global Toys And Games Market Industry, providing consumers with convenient access to a wide range of products. Online shopping has become increasingly popular, particularly among parents seeking to purchase toys for their children. The ease of comparing prices and reading reviews enhances the shopping experience, leading to increased sales. In 2024, the market is expected to benefit from this trend, as more consumers turn to online retailers for their toy purchases. This shift towards digital shopping channels is likely to continue, further driving growth in the industry.

    Growing Consumer Demand

    The Global Toys And Games Market Industry experiences a notable surge in consumer demand, driven by an increasing population of children and a rising disposable income among families. In 2024, the market is projected to reach approximately 138.6 USD Billion, reflecting a robust interest in innovative and engaging toys. Parents are increasingly inclined to invest in high-quality educational toys that promote learning and development. This trend suggests a shift towards products that not only entertain but also enhance cognitive skills, thereby expanding the market's potential. As families prioritize educational value, the demand for diverse toy categories continues to grow.

    Diverse Product Offerings

    The Global Toys And Games Market Industry is characterized by a diverse range of product offerings that cater to various age groups and interests. From traditional board games to high-tech interactive toys, the variety ensures that there is something for every child. This diversity not only attracts a broader consumer base but also encourages repeat purchases as children grow and their interests evolve. The continuous introduction of new and innovative products keeps the market dynamic and responsive to consumer needs. As companies strive to meet the demands of a diverse audience, the market is poised for sustained growth.

    Market Growth Projections

    The Global Toys And Games Market Industry is projected to experience substantial growth over the next decade. With a market size of 138.6 USD Billion in 2024, it is expected to reach 228.4 USD Billion by 2035, indicating a compound annual growth rate (CAGR) of 4.64% from 2025 to 2035. This growth trajectory suggests a robust demand for toys and games, driven by factors such as increasing consumer spending, technological innovations, and a growing emphasis on educational products. The market's expansion reflects broader economic trends and changing consumer preferences, positioning it as a vital sector in the global economy.

    Technological Advancements

    Technological advancements play a pivotal role in shaping the Global Toys And Games Market Industry. The integration of digital technology into traditional toys has led to the emergence of smart toys that offer interactive experiences. For instance, toys equipped with augmented reality features or mobile app connectivity are gaining traction among tech-savvy consumers. This innovation not only captivates children's attention but also enhances their learning experiences. As the market evolves, the incorporation of technology is likely to drive growth, with projections indicating a market size of 228.4 USD Billion by 2035. The continuous evolution of technology suggests a promising future for the industry.

    Market Segment Insights

    Toys And Games Market Age Group Insights

    The Age Group segment is one of the most potent in defining the overall landscape of the Toys And Games Market. Ranging from infants to pre-retirement adults, the members of an age group exhibit distinct behaviors that determine the market's growth and segmentation patterns.

    Listed below are the existing age groups Infants and Toddlers 0-3 years_ Projected to reach USD 35.62 billion by 2024, this segment has possibly the greatest potential and is willing to explore toys that facilitate early learning, sensory development, and motor skills.Soft and interactive toys, building and counting blocks with different shapes and textures, as well as large puzzles, cater to the greatest demand.    Preschool  3-5 years_ Character-themed toys and accessories and action figures and figurines constitute the largest part of Toys And Games Market revenue. And the tendency to engage in role-playing games increases.

    Painting sets and dolls, animals, characters and monsters allow the children to express their ideas and imaginations and to share these in groups.    School-Aged  6-12 years_ Construction toys, e.g.Block marble runs, building and construction sets, multiple science kits with any of the scientific disciplines involved, and toy video games are growing more popular. Children start asserting their independence and form distinct interests. Educational toys for STEM learning and boosting cognitive skills are also in high demand.    Teenagers 13-18 years_ This segment's character is described by constantly changing demands and shifting to more complex and technology-based toys.

    Collectable heroes and figurines, mobile and video game consoles may be of interest to teenagers, who need toys to satisfy their social and emotional needs.Makeup artist sets, fashion dolls, construction sets, and electric and programmed toys are becoming the most popular in this segment.    Adult 19+ years_ This segment remains highly underestimated, although the adult population has every potential to develop. Wooden toys, collectibles and puzzles, and old-fashioned board games tend to be the most popular among the adult population.

    Source Primary Research, Secondary Research, Market Research Future Database and Analyst Review

    Toys And Games Market Toy Category Insights

    The Toy Category segment of the Toys And Games Market is expected to account for a significant share of the overall market revenue in 2023 and is projected to continue its growth trajectory in the years to come. This segment encompasses a wide range of product categories that cater to diverse age groups and interests, including Action Figures and Playsets, Dolls and Accessories, Building Sets, Board Games and Card Games, Ride-On Toys, Educational Toys, Arts and Crafts, Electronic Toys, Outdoor Toys, and Sporting Goods Toys.

    The Action Figures and Playsets category holds a substantial portion of the market, driven by the popularity of superhero and movie-themed toys.Dolls and Accessories also remain a popular choice, particularly among younger children. Building Sets, such as those from LEGO, foster creativity and problem-solving skills, contributing to their strong market presence. Board Games and Card Games offer entertainment and social interaction, making them a staple in many households. Ride-On Toys, including tricycles and scooters, cater to the active and adventurous nature of children and contribute to their physical development.

    Educational Toys designed to enhance cognitive skills and knowledge are gaining traction as parents seek to incorporate learning into playtime.Arts and Crafts supplies enable children to express their creativity and imagination. Electronic Toys, incorporating technology and interactivity, have become increasingly popular in recent years, with video games and interactive dolls leading the charge. Outdoor Toys, such as swings and slides, promote physical activity and encourage children to spend time outdoors. Sporting Goods Toys, including balls, bats, and toy vehicles, tap into children's interest in sports and active play.

    The Toys And Games Market is highly competitive, with established players and emerging brands vying for market share.Continuous innovation, product differentiation, and strategic partnerships are key factors driving growth in the Toy Category segment.

    Toys And Games Market Material Insights

    The Toys And Games Market segmentation by Material includes Plastic, Wood, Metal, Fabric, and Electronic Components. Plastic is the most widely used material in the toys and games industry due to its versatility, low cost, and durability. Its ability to be molded into various shapes and colors makes it suitable for a wide range of toys. Wood, on the other hand, offers a classic and natural aesthetic, often used in educational toys and building blocks.

    Metal, known for its strength and durability, is commonly employed in toy vehicles, action figures, and collectible items.Fabric, with its soft and tactile nature, is ideal for plush toys, dolls, and stuffed animals. Electronic Components, including batteries, motors, and sensors, play a crucial role in interactive and educational toys, enhancing their functionality and appeal. This growth can be attributed to rising disposable income, increasing urbanization, and technological advancements in the toys and games industry.

    Toys And Games Market Educational Value Insights

    The Educational Value segment of the Toys And Games Market is projected to grow significantly over the forecast period, driven by increasing demand for toys that promote cognitive and developmental skills. STEM Skills toys, a key sub-segment, are expected to witness a surge in popularity as parents and educators recognize their importance in preparing children for future careers in science, technology, engineering, and mathematics.

    Creativity toys, another major sub-segment, are also anticipated to gain traction as they foster imagination, self-expression, and problem-solving abilities.Furthermore, Problem-Solving and Social-Emotional Development toys are projected to make notable contributions to the segment's growth as they enhance critical thinking, empathy, and interpersonal skills. This segment's growth is fueled by rising parental awareness about the developmental benefits of educational toys and the increasing availability of innovative and engaging products.

    Toys And Games Market Price Range Insights

    The Price Range segment plays a crucial role in shaping the Toys And Games Market landscape. In 2023, the 'Under $20' price range emerged as the dominant segment, capturing a significant market share of around 45%. This segment caters to budget-conscious consumers seeking affordable options for their children. The '$20-$50' price range follows closely, accounting for approximately 30% of the market. This segment offers a wider selection of toys and games with enhanced features and quality, appealing to a broader consumer base.

    The '$50-$ 100 price range holds a substantial market share of 15%, driven by the demand for premium toys and games with advanced functionalities and innovative designs.This segment targets consumers willing to invest in high-quality play experiences for their children. The '$100-$200' price range accounts for around 7% of the market, catering to discerning consumers seeking exceptional toys and games with superior craftsmanship and educational value. The 'Over $200' price range, though representing a smaller market share of approximately 3%, caters to a niche segment of consumers looking for exclusive and highly collectible toys and games.

    Get more detailed insights about Toys And Games Market Research Report — Global Forecast till 2034

    Regional Insights

    The Toys And Games Market is segmented into North America, Europe, APAC, South America, and MEA. North America is the largest regional market. The region is home to some of the world's largest toy companies, such as Hasbro and Mattel. Europe is the second largest regional market. The region has a large population of children and a strong tradition of toy playing. APAC is the third largest regional market. The region is experiencing rapid economic growth, which is driving demand for toys and games.

    South America is the fourth largest regional market.The region is home to a large population of children and a growing middle class. MEA is the fifth largest regional market. The region is experiencing rapid economic growth, which is driving demand for toys and games.

    Toys And Games Market By Regional

    Source Primary Research, Secondary Research, Market Research Future Database and Analyst Review

    Key Players and Competitive Insights

    Major players in the Toys And Games Market industry are constantly striving to gain a competitive edge in the market. Leading Toys And Games Market players are focusing on innovation, product development, and strategic partnerships to enhance their market position. The Toys And Games Market industry is characterized by intense competition, with companies vying for market share through various strategies such as product differentiation, pricing, and distribution channels.

    Toys And Games Market development is influenced by factors such as changing consumer preferences, technological advancements, and regulatory policies.Hasbro, a leading player in the Toys And Games Market industry, has a strong portfolio of iconic brands, including Transformers, Monopoly, and Play-Doh. The company has a presence and leverages its distribution network to reach a wide customer base. Hasbro focuses on product innovation and licensing partnerships to stay ahead in the competitive landscape.

    It also invests in digital platforms and experiences to engage with consumers.Mattel, a competitor to Hasbro in the Toys And Games Market industry, is known for its popular brands such as Barbie, Hot Wheels, and Fisher-Price. The company has a strong focus on brand building and licensing, and it leverages its distribution network to reach consumers worldwide. Mattel invests in product development and innovation to cater to evolving consumer preferences and market trends. The company also explores partnerships and acquisitions to strengthen its portfolio and expand its reach.

    Key Companies in the Toys And Games Market market include

    Industry Developments

    The Toys and Games market is projected to reach a value of USD 190.4 billion by 2032, exhibiting a CAGR of 4.64% during the forecast period (2024-2032). The market growth is attributed to factors such as rising disposable income, increasing birth rates in developing countries, and the growing popularity of educational toys.Recent news developments in the market include the acquisition of Hasbro by Mattel, the launch of new product lines by Lego, and the increasing popularity of online toy sales. Key market players are focusing on innovation and product development to cater to the evolving needs of consumers.

    Future Outlook

    Toys And Games Market Future Outlook

    The Global Toys And Games Market is projected to grow at a 4.64% CAGR from 2024 to 2035, driven by technological advancements, sustainability trends, and increasing consumer spending.

    New opportunities lie in:

    • Develop eco-friendly toys to cater to environmentally conscious consumers.
    • Leverage augmented reality for immersive gaming experiences.
    • Expand online sales channels to reach a broader audience globally.

    By 2035, the market is expected to achieve robust growth, reflecting evolving consumer preferences and innovative product offerings.

    Market Segmentation

    Toys And Games Market Material Outlook

    • Plastic
    • Wood
    • Metal
    • Fabric
    • Electronic Components

    Toys And Games Market Regional Outlook

    • North America
    • Europe
    • South America
    • Asia-Pacific
    • Middle East and Africa

    Toys And Games Market Age Group Outlook

    • Infant and Toddler
    • Preschool
    • School-Aged
    • Teenager
    • Adult

    Toys And Games Market Price Range Outlook

    • Under $20
    • $20-$50
    • $50-$100
    • $100-$200
    • Over $200

    Toys And Games Market Toy Category Outlook

    • Action Figures and Playsets
    • Dolls and Accessories
    • Building Sets
    • Ride-On Toys
    • Educational Toys
    • Arts and Crafts
    • Electronic Toys
    • Outdoor Toys
    • Sporting Goods Toys

    Toys And Games Market Educational Value Outlook

    • STEM Skills
    • Creativity
    • Problem-Solving
    • Social-Emotional Development

    Report Scope

    Report Attribute/Metric Details
    Market Size 2024 138.63(USD Billion)
    Market Size 2025 145.07(USD Billion)
    Market Size 2034 218.24(USD Billion)
    Compound Annual Growth Rate (CAGR) 4.6% (2025 - 2034)
    Report Coverage Revenue Forecast, Competitive Landscape, Growth Factors, and Trends
    Base Year 2023
    Market Forecast Period 2025 - 2034
    Historical Data 2019 - 2022
    Market Forecast Units USD Billion
    Key Companies Profiled Hasbro Canada, Mega Brands, Hasbro, Epoch Co., Ravensburger, JAKKS Pacific, Bandai Namco, Funko, Mega Bloks, Mattel, The LEGO Group, VTech, TOMY, MGA Entertainment, Spin Master
    Segments Covered Age Group, Toy Category, Material, Educational Value, Price Range, Regional
    Key Market Opportunities Digital Toys and Games Educational Toys EcoFriendly Toys Personalized Toys SubscriptionBased Toy Services
    Key Market Dynamics Increased disposable income Rising birth rate Technological advancements Growing popularity of video games Focus on educational and developmental toys.
    Countries Covered North America, Europe, APAC, South America, MEA

    FAQs

    What is the expected market size of the Toys And Games Market in 2023?

    The Toys And Games Market is expected to reach a valuation of 145.07 billion USD in 2025.

    What is the projected CAGR of the Toys And Games Market from 2024 to 2032?

    The Toys And Games Market is projected to grow at a CAGR of 4.6% from 2025 to 2034.

    Which region is expected to hold the largest market share in the Toys And Games Market in 2023?

    The Asia-Pacific region is expected to hold the largest market share in the Toys And Games Market in 2025.

    What are the key factors driving the growth of the Toys And Games Market?

    The key factors driving the growth of the Toys And Games Market include rising disposable income, increasing urbanization, and the growing popularity of online retail.

    Who are the major players in the Toys And Games Market?

    The major players in the Toys And Games Market include The Walt Disney Company, Mattel, Inc., Hasbro, Inc., LEGO Group, and Bandai Namco Holdings Inc.

    What are the different types of toys and games available in the market?

    The different types of toys and games available in the market include action figures, dolls, board games, video games, and puzzles.

    How is the Toys And Games Market segmented?

    The Toys And Games Market is segmented by type, age group, and distribution channel.

    What are the key trends in the Toys And Games Market?

    The key trends in the Toys And Games Market include the growing popularity of STEM toys, the increasing use of technology in toys, and the growing demand for sustainable toys.

    What are the challenges facing the Toys And Games Market?

    The challenges facing the Toys And Games Market include rising costs, increasing competition, and changing consumer preferences.

    What is the future outlook for the Toys And Games Market?

    The future outlook for the Toys And Games Market is positive, with continued growth expected in the coming years.

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