Toys Market Size, Share, Trends and Forecast by Product Type, Age Group, Sales Channel, and Region, 2025-2033

The global toys market size was valued at USD 113.94 billion in 2024 and is projected to reach USD 196.3 billion by 2033, growing at a CAGR of 6.2% during 2025-2033. In 2024, North America emerged as the leading region in the industry, accounting for over 39.9% of the global toys market share. The changing consumer preferences, increasing investment on quality and educational toys, and growing parental awareness about the importance of the toys industry share.

Toys are objects designed for play, entertainment, and education, typically intended for children. These items serve various purposes, including stimulating creativity, promoting cognitive development, and fostering social interaction. Toys come in a wide range of forms, such as action figures, dolls, puzzles, board games, building blocks, and electronic devices. They play a crucial role in a child's physical, emotional, and intellectual growth. By engaging with toys, children can enhance their motor skills, hand-eye coordination, and problem-solving abilities. Imaginative play with toys allows them to explore different scenarios, encouraging emotional expression and empathy. Educational toys are specifically designed to teach concepts like letters, numbers, and shapes, making learning an interactive and enjoyable experience. Toys also have cultural significance, reflecting societal values and trends. As children interact with toys, they develop social skills by sharing, cooperating, and negotiating with others. Additionally, toys have evolved with technological advancements, incorporating interactive features and digital interfaces to adapt to modern learning methods.

As disposable income levels rise across different regions, parents are more inclined to invest in quality toys for their children. Higher income enables them to prioritize educational and innovative toys, fostering children's learning and development. Additionally, consumer preferences within the toys market are continuously evolving. Today's parents seek toys that offer a balance between entertainment and education, with a focus on STEM (science, technology, engineering, and mathematics) toys that enhance critical thinking skills. Other than this, toys based on popular movies, TV shows, and video games have a strong presence in the market. These tie-ins leverage existing fan bases to boost toy sales, creating a symbiotic relationship between media and merchandise. Besides this, the rise of e-commerce platforms has expanded the reach of toy manufacturers, enabling them to cater to a global audience. This globalization has facilitated cross-border trade and accessibility to a wide variety of toys. In line with this, parents these days are more aware of the importance of toys in fostering cognitive and motor skills development. Educational toys that engage children while imparting knowledge are highly sought after, driving market growth. Besides these factors, toy manufacturers continually invest in research and development 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. Furthermore, urbanization has led to smaller living spaces and limited outdoor play areas for children. As a result, indoor toys that encourage imaginative play and skill development have gained prominence. Moreover, the integration of technology into toys has revolutionized the industry. Interactive and electronic toys, such as augmented reality (AR) and virtual reality (VR) devices, have gained popularity due to their ability to engage and educate children in innovative ways.

Toys Market Trends/Drivers:

Increasing Disposable Income

As economies expand and living standards improve, parents are allocating a larger portion of their income to provide their children with enriching experiences and developmental tools. Higher disposable income allows parents to prioritize the purchase of high-quality and technologically advanced toys that align with their aspirations for their children's education and entertainment. This trend is particularly evident in emerging economies, where a growing middle class seeks to provide their children with access to a diverse range of toys that enhance learning, creativity, and skill development.

Evolving Consumer Preferences

Parents are increasingly seeking toys that offer more than mere entertainment; they prioritize products that contribute to their child's cognitive growth and educational advancement. Stemming from a desire to prepare their children for a rapidly changing world, parents opt for STEM-focused toys that promote critical thinking, problem-solving, and technological literacy. This shift in preference has led to a surge in demand for toys that integrate science, technology, engineering, and mathematics concepts in innovative and engaging ways, aligning with modern educational trends.

Significant Technological Advancements

Interactive and tech-driven toys, including those featuring augmented reality (AR) and virtual reality (VR) elements, have captured the attention of both children and parents. These toys provide immersive experiences that bridge the gap between digital and physical play. They not only captivate children's imaginations but also contribute to their understanding of modern technologies. The incorporation of tech components into toys aligns with the digital nature of contemporary childhoods and prepares children for a tech-driven future. As a result, technology-driven toys stand as a prominent driver of growth within the global toys market, reflecting the industry's adaptability to changing times.

Toys Industry Segmentation:

Breakup by Product Type:

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

Outdoor and sports dominate the market

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. The segment's offerings promote social interaction, cooperation, and motor skill development, aligning with parents' desires for their children's holistic growth. Furthermore, outdoor and sports toys often offer an escape from screen-based activities, aligning with growing concerns about sedentary behavior and screen time management. As parents seek to strike a balance between digital engagement and physical play, the outdoor and sports segment remains a compelling choice, solidifying its position as the largest and enduringly popular category within the toys market.

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

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

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.

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. 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 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 (Brandstatter Group)
• Pressman Toy Corporation (Goliath B.V.)
• Simba Dickie Group
• Spin Master
• Talicor Inc.
• Thinkfun Inc. (Ravensburger North America Inc.)
• Tomy Company Ltd.

Recent Developments:

Mattel, Inc. has introduced a fresh lineup of Barbie dolls, drawing inspiration from the much-anticipated movie ""Barbie."" The Barbie the Movie doll collection showcases the iconic styles of Barbie, Ken, and newly introduced characters as seen in the film. The assortment accurately captures the outfits unveiled in the movie, ranging from the initial costumes to the coordinated ensembles donned by the characters. This collection masterfully embodies the distinctive Barbiecore and Ken-ergy personas depicted in the film.

Lego A/S (Kirkbi A/S) unveiled its latest offering, the Lego Marvel Studios Release known as ""The Iron Man Hulkbuster"" set. This set showcases the depiction of Iron Man as he was portrayed in the highly successful movie ""Infinity Saga - Age of Ultron.""

Spin Master Corp. has successfully acquired Rubik's Brands Ltd., a prominent company known for cube games. This strategic acquisition positions Spin Master to engage in direct competition with key industry players, including Mattel Inc. and Hasbro Inc. Furthermore, this move marks Spin Master's entry into the cube games market, opening up new avenues for growth and innovation.

Key Questions Answered in This Report

• 1.How big is the toys market?
• 2.What is the future outlook of the toys market?
• 3.What are the key factors driving the toys market?
• 4.Which region accounts for the largest toys market share?
• 5.Which are the leading companies in the global toys market?