Toys Market Analysis

Global Toys Market Overview

Toys Market Size was valued at USD 190.76 Billion in 2023. The Toys Industry is projected to grow from USD 200.08 Billion in 2024 to USD 299.85 Billion by 2032, exhibiting a compound annual growth rate (CAGR) of 5.19% during the forecast 

period (2024 - 2032).

Source: Primary Research, Secondary Research, MRFR Database and Analyst Review

Toys have been around us for ages. They were starting from simple wooden toys to complex, interesting toys. Since toys keep children engaged, the sector of toys and games has always remained popular. As long as newborns will come into the world, the global Market will see an inherent demand. Toys have been in demand for a long time, and even today, children ask their parents to buy toys for them. From newborns to toddlers, there are different ages of children who buy toys every year. With the advancement of technology, adults and children see a diversification of their entertainment means.

The Market will see a period of growth after a severe pandemic in the forecast period. As a multibillion-dollar business, the whole sector of toys sale not only depends on children but parents too. It depends on the number of disposable income families have and the amount they spend on their kids. The type of toys accessible to children depends on what the parents prefer in providing to their kids. The toys market is constantly innovating and mixing different genres to provide new, useful toys to the kids. For example, the toy producers create safe, easily played, colorful toys for newborns that won't threaten them. For growing kids in the age bracket of 6 to 10, the producers introduce educational toys that help develop essential skills.

The Market will grow at a rate of 5.0 percent in the upcoming Market Forecast period. In this upcoming decade, the market will register a healthy trend of growth that will lead to a growth in Market Revenue and Market Size. The different drivers, factors, and influences on the Toys Market Size that decide the Market's future are discussed in this Market Outlook.

COVID 19 Impact

The COVID 19 pandemic affected all sectors of the global market as a whole. In terms of impact, the global Market was also a part of the economic slowdown and disruption caused by the pandemic. Firstly, lockdown restrictions brought down the curtains on the entire toys manufacturing sector, which caused a shortage of supply for the Market. Moreover, as incomes declined in the pandemic phase, people were less willing to spend on toys and games for their kids. Thus, the Toys Market saw a decline in supply, demand, and revenue in the initial phase of the pandemic. However, it recovered in the subsequent phase.

One of the primary factors behind Toys Market's revival and growth in the later pandemic and post-pandemic phase is realizing that kids can no more go to school and preschools. As kids and babies stayed at home for a couple of years, without the option of going to daycare, parents had to buy toys and games to keep them occupied inside homes. Moreover, parents of kids in the learning stage bought such toys that aided in learning and development and online learning. Thus, the sale of toys revived and went up in later pandemic waves. This Market Trend will continue for the next few years too.

Toys Market Dynamics

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  Key Drivers

  
  

One of the key drivers of Toys Market Growth is the increasing recognition of the cognitive benefits of certain games for children. Parents these days are experimenting with unconventional parenting styles. Buying toys and games that would support a child's journey of learning and development is a major trend among parents. The amount spent on toys for each child in Europe has gone up to 212 USD. Parents want children to learn as they play and stay active. Thus, they are buying toys that have educational and learning influences on kids. Thus, this trend of buying multi-benefit toys for kids is a major contributor to toys Industry Revenue growth.

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  Major opportunities

  
  

There are major opportunities in Marketing terms of not only catering to kids but also to adults. The millennial generation wants to relive the 90s era that closely links with their childhood. This new tendency of adults brings up an opportunity of securing a completely new audience segment that is willing to splurge on nostalgic old-school toys. People are also looking for an improvised version of these games that are better than before. A greater stay at a home time has made people turn to old-school toys and games to play with family. Thus, India Toys Market producers can look into these new opportunities of producing merchandise collectibles and old school toys in the future.

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  Major restraints

  
  

One of the major restraints for the toys sector is the fluctuation in exchange rates and high prices today. Although people's disposable income has increased beyond a certain margin, they are still unwilling to spend a high amount on Toys and games. Fluctuation in exchange rates also causes inconvenience for people, so they do not prefer buying, and purchase decisions get delayed.

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  Major challenges

  
  

Many challenges exist to challenge Market Growth. Many competing markets directly compete with the Toys Market sector for Market Revenue share. For example, today's kids prefer electronic video games on mobiles and computers. Where gaming and entertainment have shifted to the digital space, even kids are going for interactive video games. As the video game sector grows and becomes all-inclusive, the Market suffers migration of a certain section of consumers and users.

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  Cumulative growth analysis

  
  

The Market analysis after a discussion of drivers, restraints, opportunities, and challenges has shown that the Toys Market will grow at a CAGR of 5 percent in the Market Forecast period. Even though the CAGR is not a double-digit one, the entire Market will grow at a healthy rate for the future.

Toys Market Segment Overview

The Market extends over different industrial segments that contribute to the collective revenue of the Market. The Market Analysis by segments is very necessary to get a good view of the revenue composition of the Market. The Toys Market is divided into different segments based on different criteria of classification. The main industrial segments are based upon type and distribution channels. The toys types are preschool toys, action toys, soft toys, dolls, vehicles, etc. Vehicles like scooters and skateboards are taking over other sectors like dolls and soft toys as kids become more active. The vehicle segment thus dominates in terms of Market share.

On the other hand, the Market has store-based channels and non-store-based channels based on distribution channels. The store-based channels have till now held the biggest Market share. However, the non-store-based, online channel is set for the highest rate of growth in the future.

Regional Analysis

Market Analysis by Regions is very important to know the regional distribution of Toys Market Revenue. The regional markets individually contribute to Market Growth. The major regional markets are Asia Pacific, Europe, North America, South America, the Middle East, and Africa. The Asia Pacific region leads in Market share with more than 40 percent of the total revenue in 2020. However, the North American region was the second most primary share of the Toys Market in the world in 2020. As toys and games become primary entertainment for people in the coming decade, the APAC and North American regions will see a high growth rate.

Toys Market Competitive Landscape

The top competitive landscape of the Market is made of its key players and major producers. These stakeholders decide the Toys Market trends. The major competitors of the Market are 

• The LEGO Group


• Mattel, Inc.


• Hasbro, Inc.


• Playmates Toys Limited


• Tomy Company, Ltd


• Kenner Products


• Spin Master Ltd


• Jazwares, LLC


• Vtech


• Funko Inc


• NECA


• Tru Kids Brands


• MGA Entertainment Inc.


• Basic Fun, Inc.


• WowWee Group Limited

The stakeholders of the Market produce the majority of the world's toys and introduce new types of toys to the sector.

Toys Industry Developments

May 22, 2024 – In keeping with its celebration of Barbie's 65th year, Mattel, Inc. announced today that it will recognize nine athletes worldwide, including American professional tennis player and icon Venus Williams, with unique role model dolls created in their likeness. Given the increased likelihood that girls who participate in team sports will feel competent for their ideal career, have high expectations for their skills and abilities, aspire to be leaders, and have higher levels of self-confidence1, Barbie is curating these motivational tales that will inspire girls and demonstrate that anything is achievable if you follow your passions with tenacity.

May 14, 2024-- Leading toy and game company Hasbro, Inc, today announced that it has been named a 2024 honoree of The Civic 50, which recognizes the top community-minded companies in the United States based on an annual survey. Points of Light is the largest nonprofit in the world devoted to accelerating people-powered change.

Steelbird Baby Toys will release baby helmets designed specifically for cycling and skating in 2024. Steelbird Toys, a subsidiary of the world's largest helmet maker, Steelbird Hi-tech India, has shifted its focus to the baby toys category with this development.Steelbird Toys unveiled a line of baby helmets and anti-skid baby bathers during the Ride Asia Exhibition in New Delhi.

In 2024, Moose Toys, a top product and marketing developer in the toy industry, will bring Illumination's Despicable Me, the largest worldwide animated franchise in history, to shelves. The broad and innovative collection of action figures, playsets, and collectibles — as well as co-branded toys like Moose's Heroes of Goo Jit Zu. The toy collection is available prior to the theatrical debut of Illumination's Despicable Me.

Wyncor, a new global toy corporation founded in 2024 with the purpose of creating and delivering original and creative toys for its own intellectual properties and premium brands, with items that are inextricably linked to the DNA of their content, will formally premiere. Wyncor's fundamental purpose is to provide retailers and partners with speed and flexibility, best-in-class product development in accordance with partners' IP content, and premium quality and creative items to consumers.

Report Overview 

the Market Outlook summary is as follows-

• Market Overview


• COVID 19 Analysis


• Market Dynamics


• Segment Overview


• Regional Analysis


• Competitive Landscape


• Recent Developments

The Market Outlook is, a complete view of the market, focusing on its major drivers, restraints, opportunities, and challenges. The report takes the irreversible impact of the COVID 19 pandemic before proceeding towards the Toys Market Forecast. The report also pays attention to the analysis of regional markets and industrial segments so that the reader can get an inside view of the Market. The report discusses recent developments and Market trends that project over the forecast period. Cumulative growth analysis of the Market gives a better view of the future CAGR.