Global Toy Market Research Report 2025

List of Tables

The global Toy market was valued at US$ 71.04 billion in 2024 and is anticipated to reach US$ 107.75 billion by 2031, witnessing a CAGR of 5.47% during the forecast period 2025-2031.

The major global companies of Toy include LEGO, Mattel, Bandai, Hasbro, MGA Entertainment, Spin Master, Takara Tomy, POP Mart, and Fanatics, etc. In 2024, the world's top three vendors accounted for 28.13 % of the revenue.

This report aims to provide a comprehensive presentation of the global market for Toy, with both quantitative and qualitative analysis, to help readers develop business/growth strategies, assess the market competitive situation, analyze their position in the current marketplace, and make informed business decisions regarding Toy.

The Toy market size, estimations, and forecasts are provided in terms of and revenue ($ millions), considering 2024 as the base year, with history and forecast data for the period from 2020 to 2031. This report segments the global Toy market comprehensively. Regional market sizes, concerning products by Type, by Application, and by players, are also provided.

For a more in-depth understanding of the market, the report provides profiles of the competitive landscape, key competitors, and their respective market ranks. The report also discusses technological trends and new product developments.

The report will help the Toy companies, new entrants, and industry chain related companies in this market with information on the revenues for the overall market and the sub-segments across the different segments, by company, by Type, by Application, and by regions.

Market Segmentation

By Company

LEGO
Mattel
Bandai
Hasbro
MGA Entertainment
Spin Master
Takara Tomy
POP Mart
Fanatics
Pokemon
Kayou
Konami
Panini
Vtech
Simba-Dickie Group
Ravensburger
PLAYMOBIL
Giochi Preziosi
Alpha Group
Goldlok Toys

Segment by Type

Activity Toys
Games and Puzzles
Construction Toys
Figures & Dolls
Outdoor and Sports Toys
Game & Anime Trading Cards
Entertainment Trading Cards
Others

Segment by Application

General Play
Educational
Collectibles
Competitive Games
Others

By Region

North America
United States
Canada
Asia-Pacific
China
Japan
South Korea
Southeast Asia
India
Rest of Asia
Europe
Germany
France
U.K.
Italy
Russia
Rest of Europe
Latin America
Mexico
Brazil
Rest of Latin America
Middle East & Africa

Chapter Outline

Chapter 1: Introduces the report scope of the report, executive summary of different market segments (by Type, by Application), including the market size of each market segment, future development potential, and so on. It offers a high-level view of the current state of the market and its likely evolution in the short to mid-term, and long term.

Chapter 2: Introduces executive summary of global market size, regional market size, this section also introduces the market dynamics, latest developments of the market, the driving factors and restrictive factors of the market, the challenges and risks faced by companies in the industry, and the analysis of relevant policies in the industry.

Chapter 3: Detailed analysis of Toy company competitive landscape, revenue market share, etc.

Chapter 4: Provides the analysis of various market segments by Type, covering the market size and development potential of each market segment, to help readers find the blue ocean market in different market segments.

Chapter 5: Provides the analysis of various market segments by Application, covering the market size and development potential of each market segment, to help readers find the blue ocean market in different downstream markets.

Chapter 6, 7, 8, 9, 10: North America, Europe, Asia Pacific, Latin America, Middle East and Africa segment by country. It provides a quantitative analysis of the market size and development potential of each region and its main countries and introduces the market development, future development prospects, market space, and capacity of each country in the world.

Chapter 11: Provides profiles of key players, introducing the basic situation of the main companies in the market in detail, including product sales, revenue, price, gross margin, product introduction, recent development, etc.

Chapter 12: The main points and conclusions of the report.

1 Report Overview

1.1 Study Scope
1.2 Market Analysis by Type
- 1.2.1 Global Toy Market Size Growth Rate by Type: 2020 VS 2024 VS 2031
- 1.2.2 Activity Toys
- 1.2.3 Games and Puzzles
- 1.2.4 Construction Toys
- 1.2.5 Figures & Dolls
- 1.2.6 Outdoor and Sports Toys
- 1.2.7 Game & Anime Trading Cards
- 1.2.8 Entertainment Trading Cards
- 1.2.9 Others
1.3 Market by Application
- 1.3.1 Global Toy Market Growth by Application: 2020 VS 2024 VS 2031
- 1.3.2 General Play
- 1.3.3 Educational
- 1.3.4 Collectibles
- 1.3.5 Competitive Games
- 1.3.6 Others
1.4 Assumptions and Limitations
1.5 Study Objectives
1.6 Years Considered

2 Global Growth Trends

2.1 Global Toy Market Perspective (2020-2031)
2.2 Global Toy Growth Trends by Region
- 2.2.1 Global Toy Market Size by Region: 2020 VS 2024 VS 2031
- 2.2.2 Toy Historic Market Size by Region (2020-2025)
- 2.2.3 Toy Forecasted Market Size by Region (2026-2031)
2.3 Toy Market Dynamics
- 2.3.1 Toy Industry Trends
- 2.3.2 Toy Market Drivers
- 2.3.3 Toy Market Challenges
- 2.3.4 Toy Market Restraints

3 Competition Landscape by Key Players

3.1 Global Top Toy Players by Revenue
- 3.1.1 Global Top Toy Players by Revenue (2020-2025)
- 3.1.2 Global Toy Revenue Market Share by Players (2020-2025)
3.2 Global Top Toy Players by Company Type and Market Share by Company Type (Tier 1, Tier 2, and Tier 3)
3.3 Global Toy Market Concentration Ratio
- 3.3.1 Global Toy Market Concentration Ratio (CR5 and HHI)
- 3.3.2 Global Top 10 Companies by Toy Revenue in 2024
3.4 Global Key Players of Toy Head office
3.5 Global Key Players of Toy, Product and Application

4 Toy Breakdown Data by Type

4.1 Global Toy Historic Market Size by Type (2020-2025)
4.2 Global Toy Forecasted Market Size by Type (2026-2031)

5 Toy Breakdown Data by Application

5.1 Global Toy Historic Market Size by Application (2020-2025)
5.2 Global Toy Forecasted Market Size by Application (2026-2031)

6 North America

6.1 North America Toy Market Size (2020-2031)
6.2 North America Toy Market Growth Rate by Country: 2020 VS 2024 VS 2031
6.3 North America Toy Market Size by Country (2020-2025)
6.4 North America Toy Market Size by Country (2026-2031)
6.5 United States
6.6 Canada

7 Europe

7.1 Europe Toy Market Size (2020-2031)
7.2 Europe Toy Market Growth Rate by Country: 2020 VS 2024 VS 2031
7.3 Europe Toy Market Size by Country (2020-2025)
7.4 Europe Toy Market Size by Country (2026-2031)
7.5 Germany
7.6 France
7.7 U.K.
7.8 Italy
7.9 Russia

8 Asia-Pacific

8.1 Asia-Pacific Toy Market Size (2020-2031)
8.2 Asia-Pacific Toy Market Growth Rate by Country: 2020 VS 2024 VS 2031
8.3 Asia-Pacific Toy Market Size by Region (2020-2025)
8.4 Asia-Pacific Toy Market Size by Region (2026-2031)
8.5 China
8.6 Japan
8.7 South Korea
8.8 Southeast Asia
8.9 India

9 Latin America

9.1 Latin America Toy Market Size (2020-2031)
9.2 Latin America Toy Market Growth Rate by Country: 2020 VS 2024 VS 2031
9.3 Latin America Toy Market Size by Country (2020-2025)
9.4 Latin America Toy Market Size by Country (2026-2031)
9.5 Mexico
9.6 Brazil

10 Middle East & Africa

10.1 Middle East & Africa Toy Market Size (2020-2031)
10.2 Middle East & Africa Toy Market Growth Rate by Country: 2020 VS 2024 VS 2031
10.3 Middle East & Africa Toy Market Size by Country (2020-2025)
10.4 Middle East & Africa Toy Market Size by Country (2026-2031)
10.5 Middle East
10.6 Africa

11 Key Players Profiles

11.1 LEGO
- 11.1.1 LEGO Company Details
- 11.1.2 LEGO Business Overview
- 11.1.3 LEGO Toy Introduction
- 11.1.4 LEGO Revenue in Toy Business (2020-2025)
- 11.1.5 LEGO Recent Development
11.2 Mattel
- 11.2.1 Mattel Company Details
- 11.2.2 Mattel Business Overview
- 11.2.3 Mattel Toy Introduction
- 11.2.4 Mattel Revenue in Toy Business (2020-2025)
- 11.2.5 Mattel Recent Development
11.3 Bandai
- 11.3.1 Bandai Company Details
- 11.3.2 Bandai Business Overview
- 11.3.3 Bandai Toy Introduction
- 11.3.4 Bandai Revenue in Toy Business (2020-2025)
- 11.3.5 Bandai Recent Development
11.4 Hasbro
- 11.4.1 Hasbro Company Details
- 11.4.2 Hasbro Business Overview
- 11.4.3 Hasbro Toy Introduction
- 11.4.4 Hasbro Revenue in Toy Business (2020-2025)
- 11.4.5 Hasbro Recent Development
11.5 MGA Entertainment
- 11.5.1 MGA Entertainment Company Details
- 11.5.2 MGA Entertainment Business Overview
- 11.5.3 MGA Entertainment Toy Introduction
- 11.5.4 MGA Entertainment Revenue in Toy Business (2020-2025)
11.6 Spin Master
- 11.6.1 Spin Master Company Details
- 11.6.2 Spin Master Business Overview
- 11.6.3 Spin Master Toy Introduction
- 11.6.4 Spin Master Revenue in Toy Business (2020-2025)
11.7 Takara Tomy
- 11.7.1 Takara Tomy Company Details
- 11.7.2 Takara Tomy Business Overview
- 11.7.3 Takara Tomy Toy Introduction
- 11.7.4 Takara Tomy Revenue in Toy Business (2020-2025)
11.8 POP Mart
- 11.8.1 POP Mart Company Details
- 11.8.2 POP Mart Business Overview
- 11.8.3 POP Mart Toy Introduction
- 11.8.4 POP Mart Revenue in Toy Business (2020-2025)
11.9 Fanatics
- 11.9.1 Fanatics Company Details
- 11.9.2 Fanatics Business Overview
- 11.9.3 Fanatics Toy Introduction
- 11.9.4 Fanatics Revenue in Toy Business (2020-2025)
11.10 Pokemon
- 11.10.1 Pokemon Company Details
- 11.10.2 Pokemon Business Overview
- 11.10.3 Pokemon Toy Introduction
- 11.10.4 Pokemon Revenue in Toy Business (2020-2025)
11.11 Kayou
- 11.11.1 Kayou Company Details
- 11.11.2 Kayou Business Overview
- 11.11.3 Kayou Toy Introduction
- 11.11.4 Kayou Revenue in Toy Business (2020-2025)
11.12 Konami
- 11.12.1 Konami Company Details
- 11.12.2 Konami Business Overview
- 11.12.3 Konami Toy Introduction
- 11.12.4 Konami Revenue in Toy Business (2020-2025)
11.13 Panini
- 11.13.1 Panini Company Details
- 11.13.2 Panini Business Overview
- 11.13.3 Panini Toy Introduction
- 11.13.4 Panini Revenue in Toy Business (2020-2025)
11.14 Vtech
- 11.14.1 Vtech Company Details
- 11.14.2 Vtech Business Overview
- 11.14.3 Vtech Toy Introduction
- 11.14.4 Vtech Revenue in Toy Business (2020-2025)
11.15 Simba-Dickie Group
- 11.15.1 Simba-Dickie Group Company Details
- 11.15.2 Simba-Dickie Group Business Overview
- 11.15.3 Simba-Dickie Group Toy Introduction
- 11.15.4 Simba-Dickie Group Revenue in Toy Business (2020-2025)
11.16 Ravensburger
- 11.16.1 Ravensburger Company Details
- 11.16.2 Ravensburger Business Overview
- 11.16.3 Ravensburger Toy Introduction
- 11.16.4 Ravensburger Revenue in Toy Business (2020-2025)
11.17 PLAYMOBIL
- 11.17.1 PLAYMOBIL Company Details
- 11.17.2 PLAYMOBIL Business Overview
- 11.17.3 PLAYMOBIL Toy Introduction
- 11.17.4 PLAYMOBIL Revenue in Toy Business (2020-2025)
11.18 Giochi Preziosi
- 11.18.1 Giochi Preziosi Company Details
- 11.18.2 Giochi Preziosi Business Overview
- 11.18.3 Giochi Preziosi Toy Introduction
- 11.18.4 Giochi Preziosi Revenue in Toy Business (2020-2025)
11.19 Alpha Group
- 11.19.1 Alpha Group Company Details
- 11.19.2 Alpha Group Business Overview
- 11.19.3 Alpha Group Toy Introduction
- 11.19.4 Alpha Group Revenue in Toy Business (2020-2025)
11.20 Goldlok Toys
- 11.20.1 Goldlok Toys Company Details
- 11.20.2 Goldlok Toys Business Overview
- 11.20.3 Goldlok Toys Toy Introduction
- 11.20.4 Goldlok Toys Revenue in Toy Business (2020-2025)

12 Analyst's Viewpoints/Conclusions

13 Appendix

13.1 Research Methodology
- 13.1.1 Methodology/Research Approach
- 13.1.2 Data Source
13.2 Author Details
13.3 Disclaimer 122

Table 1. Global Toy Market Size Growth Rate by Type (US$ million): 2020 VS 2024 VS 2031
Table 2. Global Toy Market Size Growth by Application (US$ million): 2020 VS 2024 VS 2031
Table 3. Global Toy Market Size by Region (US$ million): 2020 VS 2024 VS 2031
Table 4. Global Toy Market Size by Region (2020-2025) & (US$ million)
Table 5. Global Toy Market Share by Region (2020-2025)
Table 6. Global Toy Forecasted Market Size by Region (2026-2031) & (US$ million)
Table 7. Global Toy Market Share by Region (2026-2031)
Table 8. Toy Market Trends
Table 9. Toy Market Drivers
Table 10. Toy Market Challenges
Table 11. Toy Market Restraints
Table 12. Global Toy Revenue by Players (2020-2025) & (US$ million)
Table 13. Global Toy Market Share by Players (2020-2025)
Table 14. Global Top Toy Players by Company Type (Tier 1, Tier 2, and Tier 3) & (based on the Revenue in Toy as of 2024)
Table 15. Global 5 Largest Players Market Share by Toy Revenue (CR5 and HHI) & (2020-2025)
Table 16. Global Key Players of Toy, Headquarters
Table 17. Global Key Players of Toy, Product and Application
Table 18. Global Toy Market Size by Type (2020-2025) & (US$ million)
Table 19. Global Toy Revenue Market Share by Type (2020-2025)
Table 20. Global Toy Forecasted Market Size by Type (2026-2031) & (US$ million)
Table 21. Global Toy Revenue Market Share by Type (2026-2031)
Table 22. Global Toy Market Size by Application (2020-2025) & (US$ million)
Table 23. Global Toy Revenue Market Share by Application (2020-2025)
Table 24. Global Toy Forecasted Market Size by Application (2026-2031) & (US$ million)
Table 25. Global Toy Revenue Market Share by Application (2026-2031)
Table 26. North America Toy Market Size Growth Rate by Country (US$ million): 2020 VS 2024 VS 2031
Table 27. North America Toy Market Size by Country (2020-2025) & (US$ million)
Table 28. North America Toy Market Size by Country (2026-2031) & (US$ million)
Table 29. Europe Toy Market Size Growth Rate by Country (US$ million): 2020 VS 2024 VS 2031
Table 30. Europe Toy Market Size by Country (2020-2025) & (US$ million)
Table 31. Europe Toy Market Size by Country (2026-2031) & (US$ million)
Table 32. Asia-Pacific Toy Market Size Growth Rate by Country (US$ million): 2020 VS 2024 VS 2031
Table 33. Asia-Pacific Toy Market Size by Region (2020-2025) & (US$ million)
Table 34. Asia-Pacific Toy Market Size by Region (2026-2031) & (US$ million)
Table 35. Latin America Toy Market Size Growth Rate by Country (US$ million): 2020 VS 2024 VS 2031
Table 36. Latin America Toy Market Size by Country (2020-2025) & (US$ million)
Table 37. Latin America Toy Market Size by Country (2026-2031) & (US$ million)
Table 38. Middle East & Africa Toy Market Size Growth Rate by Country (US$ million): 2020 VS 2024 VS 2031
Table 39. Middle East & Africa Toy Market Size by Country (2020-2025) & (US$ million)
Table 40. Middle East & Africa Toy Market Size by Country (2026-2031) & (US$ million)
Table 41. LEGO Company Details
Table 42. LEGO Revenue in Toy Business (2020-2025) & (US$ million)
Table 43. LEGO Recent Development
Table 44. Mattel Company Details
Table 45. Mattel Revenue in Toy Business (2020-2025) & (US$ million)
Table 46. Mattel Recent Development
Table 47. Bandai Company Details
Table 48. Bandai Revenue in Toy Business (2020-2025) & (US$ million)
Table 49. Bandai Recent Development
Table 50. Hasbro Company Details
Table 51. Hasbro Revenue in Toy Business (2020-2025) & (US$ million)
Table 52. Hasbro Recent Development
Table 53. MGA Entertainment Company Details
Table 54. MGA Entertainment Revenue in Toy Business (2020-2025) & (US$ million)
Table 55. Spin Master Company Details
Table 56. Spin Master Revenue in Toy Business (2020-2025) & (US$ million)
Table 57. Takara Tomy Company Details
Table 58. Takara Tomy Revenue in Toy Business (2020-2025) & (US$ million)
Table 59. POP Mart Company Details
Table 60. POP Mart Revenue in Toy Business (2020-2025) & (US$ million)
Table 61. Fanatics Company Details
Table 62. Fanatics Revenue in Toy Business (2020-2025) & (US$ million)
Table 63. Pokemon Company Details
Table 64. Pokemon Revenue in Toy Business (2020-2025) & (US$ million)
Table 65. Kayou Company Details
Table 66. Kayou Revenue in Toy Business (2020-2025) & (US$ million)
Table 67. Konami Company Details
Table 68. Konami Revenue in Toy Business (2020-2025) & (US$ million)
Table 69. Panini Company Details
Table 70. Panini Revenue in Toy Business (2020-2025) & (US$ million)
Table 71. Vtech Company Details
Table 72. Vtech Revenue in Toy Business (2020-2025) & (US$ million)
Table 73. Simba-Dickie Group Company Details
Table 74. Simba-Dickie Group Revenue in Toy Business (2020-2025) & (US$ million)
Table 75. Ravensburger Company Details
Table 76. Ravensburger Revenue in Toy Business (2020-2025) & (US$ million)
Table 77. PLAYMOBIL Company Details
Table 78. PLAYMOBIL Revenue in Toy Business (2020-2025) & (US$ million)
Table 79. Giochi Preziosi Company Details
Table 80. Giochi Preziosi Revenue in Toy Business (2020-2025) & (US$ million)
Table 81. Alpha Group Company Details
Table 82. Alpha Group Revenue in Toy Business (2020-2025) & (US$ million)
Table 83. Goldlok Toys Company Details
Table 84. Goldlok Toys Revenue in Toy Business (2020-2025) & (US$ million)
Table 85. Research Programs/Design for This Report
Table 86. Key Data Information from Secondary Sources
Table 87. Key Data Information from Primary Sources
Table 88. Authors List of This Report

List of Figures

Figure 1. Toy Picture
Figure 2. Global Toy Market Share by Type: 2024 VS 2031
Figure 3. Global Toy Market Share by Application: 2024 VS 2031
Figure 4. Toy Report Years Considered
Figure 5. Global Toy Market Size (US$ million), Year-over-Year: 2020-2031
Figure 6. Global Toy Market Size, (US$ million), 2020 VS 2025 VS 2031
Figure 7. Global Toy Market Share by Region: 2024 VS 2031
Figure 8. Global Toy Market Share by Players in 2024
Figure 9. The Top 10 Players Market Share by Toy Revenue in 2024
Figure 10. North America Toy Market Size YoY Growth (2020-2031) & (US$ million)
Figure 11. United States Toy Market Size YoY Growth (2020-2031) & (US$ million)
Figure 12. Canada Toy Market Size YoY Growth (2020-2031) & (US$ million)
Figure 13. Europe Toy Market Size YoY Growth (2020-2031) & (US$ million)
Figure 14. Germany Toy Market Size YoY Growth (2020-2031) & (US$ million)
Figure 15. France Toy Market Size YoY Growth (2020-2031) & (US$ million)
Figure 16. U.K. Toy Market Size YoY Growth (2020-2031) & (US$ million)
Figure 17. Italy Toy Market Size YoY Growth (2020-2031) & (US$ million)
Figure 18. Russia Toy Market Size YoY Growth (2020-2031) & (US$ million)
Figure 19. Asia-Pacific Toy Market Size YoY Growth (2020-2031) & (US$ million)
Figure 20. China Toy Market Size YoY Growth (2020-2031) & (US$ million)
Figure 21. Japan Toy Market Size YoY Growth (2020-2031) & (US$ million)
Figure 22. South Korea Toy Market Size YoY Growth (2020-2031) & (US$ million)
Figure 23. Southeast Asia Toy Market Size YoY Growth (2020-2031) & (US$ million)
Figure 24. India Toy Market Size YoY Growth (2020-2031) & (US$ million)
Figure 25. Latin America Toy Market Size YoY Growth (2020-2031) & (US$ million)
Figure 26. Mexico Toy Market Size YoY Growth (2020-2031) & (US$ million)
Figure 27. Brazil Toy Market Size YoY Growth (2020-2031) & (US$ million)
Figure 28. Middle East & Africa Toy Market Size YoY Growth (2020-2031) & (US$ million)
Figure 29. Middle East Toy Market Size YoY Growth (2020-2031) & (US$ million)
Figure 30. Africa Toy Market Size YoY Growth (2020-2031) & (US$ million)
Figure 31. Bottom-up and Top-down Approaches for This Report
Figure 32. Data Triangulation
Figure 33. Key Executives Interviewed