PUBLISHER: The Business Research Company | PRODUCT CODE: 1929984
PUBLISHER: The Business Research Company | PRODUCT CODE: 1929984
Dolls, toys, and games are playthings primarily designed for children, with dolls representing human or humanoid figures, while 'games' involve activities or sports where players compete, often requiring skill, knowledge, or luck while following established rules.
These items generally fall into two categories such as electronic toys and non-electronic toys. Electronic toys, responding to children's interactions with features such as music, vibrations, or graphics, are designed for young age groups. They are crafted from materials such as plastics, wood, metal, and others, forming various categories such as games and puzzles, infant and pre-school toys, construction toys, dolls and accessories, video games, among others. These products are commonly distributed through department stores, online platforms, and other retail channels.
Note that the outlook for this market is being affected by rapid changes in trade relations and tariffs globally. The report will be updated prior to delivery to reflect the latest status, including revised forecasts and quantified impact analysis. The report's Recommendations and Conclusions sections will be updated to give strategies for entities dealing with the fast-moving international environment.
Tariffs are influencing the doll, toy, and game market by increasing costs of imported plastics, electronic components, molds, and manufacturing equipment. Toy manufacturers and retailers in North America and Europe are most affected due to reliance on Asia-Pacific manufacturing hubs, particularly China. These tariffs are increasing product prices and disrupting seasonal supply planning. However, they are also driving diversification of manufacturing locations, regional assembly operations, and innovation in cost-efficient and sustainable toy production.
The doll, toy, and game market research report is one of a series of new reports from The Business Research Company that provides doll, toy, and game market statistics, including doll, toy, and game industry global market size, regional shares, competitors with a doll, toy, and game market share, detailed doll, toy, and game market segments, market trends and opportunities, and any further data you may need to thrive in the doll, toy, and game industry. This doll, toy, and game market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.
The doll, toy, and game market size has grown strongly in recent years. It will grow from $138.26 billion in 2025 to $148.88 billion in 2026 at a compound annual growth rate (CAGR) of 7.7%. The growth in the historic period can be attributed to expansion of global child population segments, growth of organized toy retail, rising disposable incomes in emerging markets, increasing popularity of board games and puzzles, improvements in toy manufacturing techniques.
The doll, toy, and game market size is expected to see strong growth in the next few years. It will grow to $206.47 billion in 2030 at a compound annual growth rate (CAGR) of 8.5%. The growth in the forecast period can be attributed to growing integration of digital and physical play experiences, rising demand for STEM-based toys, expansion of direct-to-consumer toy sales, increasing focus on sustainable toy materials, advancements in interactive toy technologies. Major trends in the forecast period include increasing popularity of interactive and digital toys, rising demand for educational and skill-based games, growing preference for licensed and branded products, expansion of online toy retail channels, enhanced focus on product safety and compliance.
The growing population of children is expected to drive the expansion of the doll, toy, and game market in the coming years. The child population refers to the increasing number of individuals aged 0-17, influenced by factors such as birth rates, mortality trends, and demographic shifts, which in turn affect education, healthcare, and social services. Growth in the child population is largely attributed to higher birth rates in certain regions, leading to a larger number of young individuals entering the population each year. Dolls, toys, and games play an important role in child development by supporting cognitive, social, and emotional growth, which contributes to the development of healthier and more capable future generations. For example, in September 2023, according to a report published by the Federal Interagency Forum on Child and Family Statistics, a US-based government interagency organization, the United States had 72.5 million children in 2022, and this figure is projected to increase to 78.2 million by 2050. Therefore, the expanding child population is driving growth in the doll, toy, and game market.
The increasing adoption of online shopping and e-commerce platforms is also expected to propel the growth of the doll, toy, and game market going forward. E-commerce refers to the buying and selling of goods and services, as well as the transfer of money or data, through electronic networks, primarily the internet. Dolls, toys, and games perform well in online retail environments due to their visually appealing and interactive nature, which helps attract and engage consumers. In addition, customer reviews and recommendations on e-commerce platforms support informed purchasing decisions. For instance, in November 2023, according to the International Trade Administration, a UK-based government agency, U.S. consumer e-commerce accounted for 36.3% of the total retail market in the UK as of January 2021, with e-commerce revenue projected to reach $285.60 billion by 2025. Therefore, the rise of online shopping and e-commerce platforms is contributing significantly to the growth of the doll, toy, and game market.
Companies operating in the doll, toy, and game market are increasingly focused on launching innovative products, such as inclusive Barbie dolls, to engage children and address evolving consumer preferences. Barbie dolls are fashion dolls designed as three-dimensional representations of young adult women and are available in a wide range of styles, professions, and themes that reflect contemporary trends and cultural changes. These dolls promote imaginative play by allowing children to explore various roles and scenarios, while also encouraging inclusivity through diverse representation. For example, in July 2024, Mattel, a US-based manufacturing and entertainment company, introduced its first-ever blind Barbie doll as part of the Barbie Fashionistas line. This product was developed in collaboration with the American Foundation for the Blind to ensure authentic representation and features elements such as distinctive eye gaze and tactile clothing, supporting inclusivity for children with visual impairments.
Major companies operating in the doll, toy, and game market are Hasbro Inc., Mattel Inc., The Lego Group, Bandai Namco Holdings Inc., Spin Master Corporation, MGA Entertainment Inc., VTech Holdings Limited, Tomy Company Ltd., Fisher Price, Ravensburger AG, Playmobil Brandstatter Group, Moose Toys Ltd., Goliath Games, Hape International, Bigjigs Toys Ltd., Schleich GmbH, Jakks Pacific Inc., LeapFrog Enterprises Inc., Epoch Co., Basic Fun Inc.
Asia-Pacific was the largest region in the doll, toy, and game market in 2025. Western Europe was the second largest region in the doll, toy, and game market. The regions covered in the doll, toy, and game market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.
The countries covered in the doll, toy, and game market report are China, India, Japan, Australia, Indonesia, South Korea, Bangladesh, Thailand, Vietnam, Malaysia, Singapore, Philippines, Hong Kong, Taiwan, New Zealand, UK, Germany, France, Italy, Spain, Austria, Belgium, Denmark, Finland, Ireland, Netherlands, Norway, Portugal, Sweden, Switzerland, Russia, Czech Republic, Poland, Romania, Ukraine, USA, Canada, Mexico, Brazil, Chile, Argentina, Colombia, Peru, Saudi Arabia, Israel, Iran, Turkey, UAE, Egypt, Nigeria, South Africa.
The dolls, toys, and games market consists of sales of digital toys, online games, offline games, creative toys, educational toys, rubber material, and retail sales. Values in this market are 'factory gate' values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.
The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).
The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.
Doll, Toy, And Game Market Global Report 2026 from The Business Research Company provides strategists, marketers and senior management with the critical information they need to assess the market.
This report focuses doll, toy, and game market which is experiencing strong growth. The report gives a guide to the trends which will be shaping the market over the next ten years and beyond.
Where is the largest and fastest growing market for doll, toy, and game ? How does the market relate to the overall economy, demography and other similar markets? What forces will shape the market going forward, including technological disruption, regulatory shifts, and changing consumer preferences? The doll, toy, and game market global report from the Business Research Company answers all these questions and many more.
The report covers market characteristics, size and growth, segmentation, regional and country breakdowns, total addressable market (TAM), market attractiveness score (MAS), competitive landscape, market shares, company scoring matrix, trends and strategies for this market. It traces the market's historic and forecast market growth by geography.
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