Toys Global Market Report 2026

Toys are products created for entertainment, learning, and recreational use, typically manufactured from materials such as paper, plastic, rubber, wood, and textiles. They are designed to encourage creativity, imagination, and cognitive development while offering engaging and interactive play experiences, and are available in diverse forms to support both physical activity and skill development.

The primary product categories of toys consist of dolls, outdoor and sports toys, building and construction sets, infant and preschool toys, games and puzzles, along with other product categories. Dolls are play figures created for imaginative and role-playing activities that enhance creativity and support emotional development among children. These products are segmented by age groups, including 0 to 3 years, 3 to 5 years, 5 to 12 years, 12 to 18 years, and 18 years and above, based on developmental appropriateness. They are available across various pricing tiers such as budget, mid-range, and premium, depending on design intricacy and quality standards. The distribution channels include supermarkets and hypermarkets, specialty stores, department stores, online platforms, and other retail channels, and they cater to diverse end users including households, educational institutions, daycare centers, and collectors.

Tariffs are impacting the toys market by raising the cost of imported raw materials, plastics, electronic components, and finished toy products, which leads to higher manufacturing and retail prices across various toy categories. Segments such as electronic toys, building and construction sets, and collectible toys are especially affected, while regions including North America and Europe are experiencing supply chain pressures due to reliance on Asia-Pacific manufacturing hubs. Rising tariffs have also resulted in delays in product availability and increased operational expenses for retailers and distributors. However, tariffs are encouraging expansion of regional manufacturing, diversification of sourcing strategies, and development of innovative, cost-effective, and sustainable toy production methods.

The toys market research report is one of a series of new reports from The Business Research Company that provides toys market statistics, including toys industry global market size, regional shares, competitors with a toys market share, detailed toys market segments, market trends and opportunities, and any further data you may need to thrive in the toys industry. This toys 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 toys market size has grown strongly in recent years. It will grow from $189.48 billion in 2025 to $201.55 billion in 2026 at a compound annual growth rate (CAGR) of 6.4%. The growth in the historic period can be attributed to increasing birth rates in emerging economies, growing consumer spending on children's entertainment, rising popularity of licensed character toys, expansion of retail distribution channels, increasing awareness of early childhood learning through play.

The toys market size is expected to see strong growth in the next few years. It will grow to $260.32 billion by 2030 at a compound annual growth rate (CAGR) of 6.6%. The growth in the forecast period can be attributed to growing demand for interactive learning toys, increasing adoption of sustainable toy materials, rising popularity of premium collectible toys, expansion of e-commerce toy sales channels, growing focus on child cognitive and motor skill development. Major trends in the forecast period include growing demand for educational and skill development toys, rising popularity of collectible and limited-edition toys, increasing preference for customizable and diy toy kits, expansion of outdoor and active play toys, rising demand for age-specific developmental toys.

The growing demand for infant and preschool toys is expected to propel the growth of the toys market going forward. Infant and preschool toys refer to play products designed for babies and young children that support early learning, sensory development, motor skills, and basic cognitive growth. The growing demand for infant and preschool toys is driven by increasing focus on early childhood development, as these toys support sensory learning, motor skill enhancement, and cognitive growth during the crucial formative years. Toys help infants and preschool children by supporting early learning and development through activities that enhance sensory perception, motor skills, cognitive abilities, and social interaction during their formative years. For instance, in December 2025, according to the Toy Association, a US-based toy industry association, that U.S. retail toy sales reached US$ 30.3 billion, rising 6% from 2024, indicating sustained consumer spending and continued strong demand across child-focused categories, including infant and preschool products. Therefore, the growing demand for infant and preschool toys is expected to drive the growth of the toys market.

Key companies operating in the toys market are prioritizing the development of advanced products, such as electronic and interactive toys, to improve child engagement, enhance learning experiences, and expand product innovation beyond traditional play patterns. Electronic and interactive toys refer to toys that use electronic components such as sound, lights, sensors, or digital features to enable engaging and responsive play. For example, in December 2025, Funskool, an India-based toy company, introduced its new electronic toys segment in the domestic market. The launch aimed to meet the rising consumer preference for interactive and skill-oriented play products. The new range includes technology-enabled toys that combine digital features with traditional play to create a more engaging experience for children. These toys are designed to support learning outcomes by helping develop cognitive abilities, creativity, and motor skills. With this expansion, Funskool strengthens its position in the fast-growing interactive and educational toys segment in India.

In March 2023, Crown Crafts, a US-based company specializing in infant bedding, toddler bedding, bibs, toys, and juvenile consumer products, acquired Manhattan Toy for $17 million. Through this acquisition, Crown Crafts intends to strengthen its footprint in developmental toys for infants and toddlers, expand its product range to include plush toys, dolls, and wooden toys, increase its customer base, and enhance its international distribution network. Manhattan Toy is a US-based company offering developmental toys for early childhood, including toys, dolls, plush items, games, wooden toys, activity centers, and books designed to promote learning through play.

Major companies operating in the toys market are Nintendo Co. Ltd., Bandai Namco Holdings Inc., Mattel Inc., Hasbro Inc., Spin Master Corp., MGA Entertainment Inc., VTech Holdings Limited, TOMY Company Ltd., Funko Inc., Jazwares LLC, Sanrio Company Ltd., tonies SE, Moose Toys Pty Ltd., Schleich GmbH, Ravensburger AG, Learning Resources Inc., Basic Fun Inc., Funskool Limited, University Games Corporation, Hape Holding AG.

North America was the largest region in the toys market in 2025. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the toys market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.

The countries covered in the toys market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The toys market consists of sales of toy musical instruments, yo-yo, spinning tops, kites, slime toys, and fidget toys. 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.

Toys 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 toys 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.

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Where is the largest and fastest growing market for toys ? 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 toys 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.

• The market characteristics section of the report defines and explains the market. This section also examines key products and services offered in the market, evaluates brand-level differentiation, compares product features, and highlights major innovation and product development trends.
• The supply chain analysis section provides an overview of the entire value chain, including key raw materials, resources, and supplier analysis. It also provides a list competitor at each level of the supply chain.
• The updated trends and strategies section analyses the shape of the market as it evolves and highlights emerging technology trends such as digital transformation, automation, sustainability initiatives, and AI-driven innovation. It suggests how companies can leverage these advancements to strengthen their market position and achieve competitive differentiation.
• The regulatory and investment landscape section provides an overview of the key regulatory frameworks, regularity bodies, associations, and government policies influencing the market. It also examines major investment flows, incentives, and funding trends shaping industry growth and innovation.
• The market size section gives the market size ($b) covering both the historic growth of the market, and forecasting its development.
• The forecasts are made after considering the major factors currently impacting the market. These include the technological advancements such as AI and automation, Russia-Ukraine war, trade tariffs (government-imposed import/export duties), elevated inflation and interest rates.
• The total addressable market (TAM) analysis section defines and estimates the market potential compares it with the current market size, and provides strategic insights and growth opportunities based on this evaluation.
• The market attractiveness scoring section evaluates the market based on a quantitative scoring framework that considers growth potential, competitive dynamics, strategic fit, and risk profile. It also provides interpretive insights and strategic implications for decision-makers.
• Market segmentations break down the market into sub markets.
• The regional and country breakdowns section gives an analysis of the market in each geography and the size of the market by geography and compares their historic and forecast growth.
• Expanded geographical coverage includes Taiwan and Southeast Asia, reflecting recent supply chain realignments and manufacturing shifts in the region. This section analyzes how these markets are becoming increasingly important hubs in the global value chain.
• The competitive landscape chapter gives a description of the competitive nature of the market, market shares, and a description of the leading companies. Key financial deals which have shaped the market in recent years are identified.
• The company scoring matrix section evaluates and ranks leading companies based on a multi-parameter framework that includes market share or revenues, product innovation, and brand recognition.

Scope

• Markets Covered:1) By Product Type: Dolls; Outdoor And Sports Toys; Building And Construction Set; Infant And Preschool Toys; Games And Puzzles; Other Product Types
• 2) By Age Group: 0 To 3 Years; 3 To 5 Years; 5 To 12 Years; 12 To 18 Years; 18 Plus Years
• 3) By Price Range: Budget; Mid Range; Premium
• 4) By Sales Channel: Supermarkets And Hypermarkets; Specialty Stores; Department Stores; Online Stores; Other Sales Channels
• 5) By End User: Households; Educational Institutions; Daycare Centers; Collectors
• Subsegments:
• 1) By Dolls: Fashion Dolls; Baby Dolls; Collectible Dolls; Interactive Dolls; Doll Playsets; Doll Accessories
• 2) By Outdoor And Sports Toys: Balls; Ride On Toys; Playground Equipment; Water Play Toys; Sports Equipment Toys
• 3) By Building And Construction Set: Block Construction Sets; Magnetic Construction Sets; Mechanical Construction Sets; Themed Construction Sets; Engineering Kits; Stacking Blocks
• 4) By Infant And Preschool Toys: Rattles And Teethers; Activity Gyms; Shape Sorters; Stacking Toys; Push And Pull Toys; Musical Toys
• 5) By Games And Puzzles: Board Games; Card Games; Jigsaw Puzzles; Three Dimensional Puzzles; Logic Puzzles; Educational Games
• 6) By Other Product Types: Toy Vehicles; Plush Toys; Electronic Toys; Arts And Crafts Toys; Role Play Toys; Collectible Toys
• Companies Mentioned: Nintendo Co. Ltd.; Bandai Namco Holdings Inc.; Mattel Inc.; Hasbro Inc.; Spin Master Corp.; MGA Entertainment Inc.; VTech Holdings Limited; TOMY Company Ltd.; Funko Inc.; Jazwares LLC; Sanrio Company Ltd.; tonies SE; Moose Toys Pty Ltd.; Schleich GmbH; Ravensburger AG; Learning Resources Inc.; Basic Fun Inc.; Funskool Limited; University Games Corporation; Hape Holding AG.
• Countries: Australia; Brazil; China; France; Germany; India; Indonesia; Japan; Taiwan; Russia; South Korea; UK; USA; Canada; Italy; Spain
• Regions: Asia-Pacific; South East Asia; Western Europe; Eastern Europe; North America; South America; Middle East; Africa
• Time Series: Five years historic and ten years forecast.
• Data: Ratios of market size and growth to related markets, GDP proportions, expenditure per capita,
• Data Segmentations: country and regional historic and forecast data, market share of competitors, market segments.
• Sourcing and Referencing: Data and analysis throughout the report is sourced using end notes.
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