Global Toys Market Report by Product Type, Age Group, Sales Channel, Countries and Company Analysis, 2025-2033

Global Toys Market Size and Forecast 2025-2033

The Global Toys Market is set to record significant growth, surging from US$ 120.36 Billion in 2025 to US$ 202.51 Billion by 2033, growing at a CAGR of 6.72% from 2025 to 2033. The increase in consumer spending on toys, the desire for new and instructive toys, and the digital play experiences among children in the world are driving factors that influence this segment.

Global Toys Market Outlook

A toy is an object designed for play, mostly used to entertain and engage children, although many adults also like a variety of toys or collectibles. Toys can take so many forms: dolls, action figures, blocks, board games, puzzles, and electronic gizmos. Throughout history, toys have served not only as sources of amusement but also as instruments of teaching and learning, fostering cognitive, social, and motor development in children.

The global popularity of toys spans across cultures and generations, influenced by several factors. Increasing consumer spending, along with an increased focus on educational play, has resulted in considerable expansion within the market. Innovative technologies, such as augmented reality and robotics, introduce new types of toys that fascinate children and adults alike. Promotions through social media and influencer partnerships have boosted the visibility and desirability among younger demographics further.

Besides this, nostalgia also plays a very significant role in the market, with adults seeking out toys reminiscent of their childhood. The combination of innovation, nostalgia, and learning provides toys with a special place in childhood worldwide, and this industry is always changing to match the emerging needs of consumers.

Growth Driver in the Global Toys Market

Increasing Parental Spending and Premiumization Trends

The global toys market is experiencing robust growth impelled by rising disposable incomes and increasing willingness among parents to pay for high-quality and educational toys. Parents in today's world consider toys not as simple play tools but as essential for the development of creativity, cognitive ability, and emotional intelligence. As a result, there exists an increasing demand for high-quality, safe, and branded toys. In developed economies, premiumization is the leading trend, as parents prefer well-designed, durable, and technologically advanced toys. Meanwhile, emerging economies have been boosting sales with their growing middle-class populations in favor of both home-based players and international brands. The popularity of licensed toys from movie franchises, streaming series, and video games further increases consumer expenditure. Oct. 2024, The Toy Association(TM) released the results of a new survey, conducted by Wakefield Research, which polled 1,000 U.S. parents on their attitudes about toys, play, and shopping leading into the holiday season. A majority of parents-69%-would cut corners from other areas of the budget first to ensure their children have the latest toys. Dads have the biggest soft spot-73% are more likely than moms-65%-to reduce spending elsewhere before eliminating toys from the budget.

Technological Integration and Smart Toy Innovations

Changes in technology are quickly turning toys into interactive and immersive play. Equipped with AI, augmented reality, and Bluetooth connectivity, smart toys allow children to learn and interactively engage. Enabling toys to adapt to user behavior, they can now provide personalized play and learning content. For instance, coding robots and voice-interactive dolls merge entertainment with learning in STEM fields, attracting both parents and kids. The rise in the number of connected ecosystems also means that toy makers are able to update features digitally even after the toys have been sold, boosting long-term engagement. With digital natives comprising an increasingly larger share of the consumer base, demand for interactive toys continues to grow.

Expanding E-Commerce and Omnichannel Distribution

E-commerce has transformed the world of toy retail by providing convenience, wider product selection, and competitive pricing. Online platforms enable parents to easily compare brands, read reviews, and access exclusive offers, fueling purchasing frequency and basket size. Digital retailing also empowers small and niche toy manufacturers to reach global audiences without heavy investment in physical stores. In addition, the rise of omnichannel strategies-merging online shopping with in-store experiences-boosts customer engagement. Seasonal sales, influencer marketing, and social media promotions play important roles in surfacing toys online. In February 2024, Sega Toys launched KIMIT Ragdoll, a robot pet cat that uses AI technology to behave like an actual cat. It was developed in collaboration with Elephant Robotics, an industrial robot manufacturer. The robot cat moves in ways similar to its feline cousins: wagging its tail, looking up at the sound of a voice.

Challenge in the Global Toys Market

Increasing Costs of Raw Materials and Supply Chain Disruptions

Manufacturing toys involves several raw materials such as plastic, resin, and metal, which are susceptible to price volatilities propelled by global economic and geopolitical fluctuations. The rise in the cost of production is compounded by increased freight and packaging costs, forcing profit margins for manufacturers. Supply chain disruptions, particularly during crises, can delay shipments and limit product availability, affecting seasonal sales cycles. Many companies rely on manufacturing hubs in Asia, meaning they are consistently at a risk of logistic delays and even policy changes. Added to this are energy costs and labor shortages that compound the operational challenges. Though some brands are considering local production and sustainable material usage to hedge these risks, transitions are costly and time-consuming.

Regulatory Compliance and Safety Concerns

Safety is one of the most critical challenges in the global toys market. With strict regulations in place across regions, such as the U.S. ASTM and Europe's EN 71, manufacturers must ensure that toys are free from hazardous materials and choking risks. Compliance testing increases costs and time for the development cycles of products. Recalls due to safety violations and defective products can damage brand reputation and erode consumer trust in the brand. Furthermore, the growth of e-commerce has resulted in an increase in unregulated imports and counterfeit toys that might not be up to safety standards. Governments are putting pressure with more scrutiny, enforcing stricter labeling, and requiring traceable supply chains. To have maintained consistent quality control across diverse manufacturing sites worldwide, global brands find it very complex. To this day, all of the above challenges require continuous investment in compliance, testing infrastructure, and consumer education, making safety a fundamental but resource-intensive attribute of market competitiveness.

Global Dolls Toys Market

The global dolls market remains one of the most iconic segments of the toy industry, combining nostalgia with modern innovation. Beyond traditional dolls, manufacturers now focus on inclusivity, cultural representation, and emotional storytelling. Dolls representing various ethnicities, professions, and lifestyles nurture identity awareness and social understanding in children. Technological advancements like talking features, interactive movement, and digital app integration have added a whole new layer to play experiences. Collectible dolls and limited editions appeal to adult collectors, while other products make dual marketing possible. Brands are investing in sustainable materials and eco-friendly packaging in order to meet consumer expectations.

Global Games and Puzzles Toys Market

Games and puzzles have managed to retain their appeal worldwide due to their educational and social value: they develop problem-solving, logic, and memory skills and encourage cooperative playing and family interaction. During the pandemic, board games and puzzles were in increased demand as families tried to seek some screenless entertainment at home, and this trend has continued into the post-pandemic period. Today, manufacturers offer hybrid games that combine physical board game engagement with interactivity from mobile apps. Yet another flourishing direction in educational games is those that correspond to STEM learning and enhance the connection between playing and cognitive development. A fast-developing niche is represented by adult jigsaw puzzles and strategy games, fostered by the trends of nostalgia and mindfulness.

Global Action Figures Toys Market

Action figures are one of the most dynamic categories in the toy industry, highly influenced by pop culture, movies, and gaming franchises. Popular superhero universes, anime series, and cinematic releases drive huge demand among children and adult fans for collectible figures. This market is based on licensing between toy manufacturers and entertainment studios, whereby limited-edition and high-detailed models generate premium prices. 3D printing and digital sculpting technologies have enhanced the accuracy and personalization of product design. E-commerce and online fan communities have increased global exposure of the products, transforming action figures into lifestyle collectibles.

Global Up to 5 Years Toys Market

The design of toys for children under five years is increasingly oriented toward the development of their senses, cognition, and motor skills. Parents nowadays want toys that foster early learning, curiosity, and safe exploration. Examples are educational blocks, interactive storybooks, ride-ons, and digital learning aids designed for toddlers. Safety and quality of materials make the list; companies stress to consumers that they make only non-toxic, durable, and eco-friendly products. All this propels market growth, wherein parents and preschools are incorporating play-based learning tools into routines. Product innovation has been reshaped by the rising adoption of Montessori and STEM-inspired toys.

Global Toys Specialty Stores Market

Specialty toy retailers continue to play an important role in the retail mix, given the curated selection and interactive retail experience they provide. Specialty retailers create differentiation through knowledgeable staff, live demonstrations, and exclusive product lines. Parents and children also appreciate the hands-on touching and the immediate gratification of in-store browsing. Specialty retailers often work directly with high-end and educational toy brands, featuring high-quality and eco-friendly toys. Seasonal promotions, workshops, and community events also help build brand loyalty. While online competition has shrunk the number of specialty stores in some markets, retailers are fighting back by adding digital elements, like click-and-collect services and augmented reality displays.

Global Toys Online Stores Market

Convenience, variety, and competitive pricing have made online toy stores one of the fastest-growing retail segments. E-commerce websites and portals offer huge product catalogs, fast delivery, and targeted recommendations based on browsing behavior. Parents appreciate the ability to compare brands and read verified reviews, thus enhancing purchasing confidence. Seasonal online sales, influencer endorsements, and digital marketing campaigns ramp up visibility and impulse buying. Global platforms, combined with regional marketplaces, make it efficient for even small toy manufacturers to attain international customers. Artificial intelligence-powered suggestions and augmented reality previews further enhance personalization in the online shopping experience. Therefore, improvements in digital infrastructure along with payment security will most likely set the pace for online channels to dominate the distribution of toys in the next few years.

United States Toys Market

The United States remains one of the world's largest and most influential toy markets, impelled by strong consumer spending and high entertainment media integration. Major Hollywood films, video games, and streaming platforms consistently create new franchise opportunities for toys. Parents focus on products that are both educational and interactive, so STEM-based and technology-enabled toys continue to see steady growth. The market is further underpinned by robust retail networks and expanding e-commerce platforms. Seasonal sales, especially in the period around holidays, make up a significant portion of annual revenues. Sustainability and domestic manufacturing are also becoming more popular as consumers increasingly put safety and eco-friendly materials first. During the 2025 New York Toy Fair, Goliath expanded its Jelly Blox line with themed playsets (farm, playground, castle) and added an official The Sims(R) board game and more crossovers under its hybrid Lucky Duck Games mantle. The move underlines Goliath's strategic evolution toward storytelling and tabletop-digital crossovers.

France Toys Market

The toy market in France is characterized by a focus on creativity, craftsmanship, and educationally-oriented design. French parents place great importance on toys that can foster learning, imagination, and social development. Traditional wooden and handcrafted toys remain highly popular, assisted by the increasing demand for eco-friendly materials and local production. French brands are widely recognized for their artistic designs and emphasis on quality over quantity. The segment of educational toys consistent with preschool curricula and Montessori systems enjoys particular popularity. Strong government support for early childhood education indirectly fuels steady demand for toys. In 2025, Moose Toys announced that it had expanded its direct to retail operations to Spain and Portugal, supplementing its existing base across the UK, France, and Germany. This strengthens Moose's European growth strategy and positions the company among the leading players in Western Europe.

China Toys Market

China is the largest producer of toys in the world and at the same time is a fast-growing consumer market. This growth in domestic consumption is the result of rapid urbanization, increasing incomes, and some policy adjustment that encourages childbirth. Chinese parents are increasingly opting for educational, technology-integrated, and safe toys for their children. Local companies are investing in smart toys, robotics, and digital-gaming hybrids to attract more younger and tech-savvy consumers. Meanwhile, China remains the biggest production hub for global toy brands, thanks to well-established supply chains and cost efficiency. October 2025 Pop Mart, the manufacturer behind Labubu dolls, which have become extremely popular, reports that sales of the products have surged following the launch of their mini versions in August. The Chinese company said its global revenue for the three months to the end of September increased about 250% compared to a year earlier. Sales outside of China helped drive this increase, with revenue in America up by more than 1,200%, while in Europe they rose by over 700%.

Saudi Arabia Toys Market

The Saudi Arabian toy market is developing in conjunction with its young population and increasing disposable income. The governmental efforts within the 2030 Vision are changing retail infrastructure and supporting the organized distribution of toys through malls and e-commerce websites. Further, increased interest in family entertainment and education and leisure activities has triggered the demand for toys across age groups. Parents prefer educational and development-enhancing toys that align well with cultural values and state-of-the-art learning methods. International brands have started collaborating with local retailers to improve accessibility and variety. Growing online shopping inclination, together with seasonal gift-giving customs, has favorably promoted market growth. September 2025: Kids and Toys Expo, one of the biggest platform for toy companies, will take place from 16 to 18 September at the Riyadh Front Exhibition & Conference Center. Th expo will showcase kids' mobility, kid's toys and games, and education and learning in the Middle East.

Market Segmentation

Product Type

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

Age Group

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

Sales Channel

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

Country

North America

• United States
• Canada

Europe

• France
• Germany
• Italy
• Spain
• United Kingdom
• Belgium
• Netherlands
• Turkey

Asia Pacific

• China
• Japan
• India
• South Korea
• Thailand
• Malaysia
• Indonesia
• Australia
• New Zealand

Latin America

• Brazil
• Mexico
• Argentina

Middle East & Africa

• Saudi Arabia
• UAE
• South Africa

All companies have been covered with 5 Viewpoints

• Overviews
• Key Person
• Recent Developments
• SWOT Analysis
• Revenue Analysis

Key Players Analysis

• Ravensburger AG
• Playmobil
• Clementoni Spa
• Funskoolindia
• The LEGO Group
• Simba Dickie Group
• Hasbro
• Mattel, Inc.
• Moose Toys
• Goliath