Toys Market By Product Type, By Age Group, By Distribution Channel, & Region For 2026-2032

Toys Market Valuation - 2026-2032

The rising disposable incomes, urbanization, and a growing interest in eco-friendly and educational toys are some of the major drivers driving the toys market's rapid expansion. According to the analyst from Verified Market Research, the toys market is estimated to reach a valuation of USD 147.92 Billion over the forecast subjugating around USD 105.94 Billion valued in 2024.

Furthermore, the increased knowledge of quality toys connected with imported toys has prompted consumers to prefer domestic products, driving the toys market. It enables the market to grow at a CAGR of 4.7% from 2026 to 2032.

Toys Market is estimated to grow at a CAGR of 4.7% & reach US$ 147.92 Bn by the end of 2032

Toys Market: Definition/Overview

A toy is an object designed primarily for play and enjoyment, usually for children but also loved by adults and dogs. Dolls, action figures, building blocks, and board games are some common examples. Toys provide more than just enjoyment; they enhance cognitive growth, physical activity, and social connection, and help youngsters explore their identities and learn important life skills. Toys can also be utilized in educational settings to improve learning outcomes, making them useful tools for both recreational and developmental purposes.

What are the Drivers Influencing the Growth of the Toys Market?

The growing worldwide child population, combined with increased disposable incomes, is a major driver in the toys market. According to UNICEF's State of the Globe's Children 2021 report, the globe has around 2.2 billion children under the age of 18. Also, the World Bank forecasts that global GDP per capita has risen from $9,357 in 2010 to $10,925 in 2020, implying an increase in disposable income. This combination of variables helps to drive up expenditure on children's toys and games.

Educational and STEM (Science, Technology, Engineering, and Mathematics) toys are becoming increasingly popular, which is fueling market expansion. The US Bureau of Labor Statistics predicts that STEM occupations will rise by 10.5% between 2020 and 2030, compared to 7.5% for non-STEM occupations. The emphasis on STEM education is seen in toy preferences. According to a Toy Association survey, 67% of parents say STEM/STEAM-focused toys are the most effective way to teach their children science and math.

Furthermore, the integration of technology into toys, such as AI, augmented reality, and connected gadgets, is driving market growth. According to the European Commission's study on the safety of smart toys, the global smart toys market was worth over €5.4 billion in 2018 and is expected to reach €24 billion by 2024. This expansion is being fueled by rising smartphone adoption and parents' willingness to invest in technologically advanced toys for their children's development.

What are the Main Challenges Faced by the Toys Market?

Import taxes and high Goods and Services Tax (GST) rates on toys have resulted in significantly higher prices. This situation not only reduces the availability of different toy options for customers but also throws additional financial difficulties on domestic makers who struggle to compete with lower-cost imports. These economic pressures impede innovation and diminish profit margins, hence limiting market expansion.

Furthermore, consumer preferences are shifting away from conventional toys and toward modern, technologically advanced alternatives such as electronic toys and video games. This trend presents a difficulty for businesses that primarily create traditional toys, as they must respond fast to shifting market demands. Failure to develop or diversify product offers leads to lower sales and market share, particularly among younger consumers who prefer digital entertainment options.

Category-wise Acumens

What Factors Contribute to the Increasing Demand for Dolls?

According to VMR analyst, the doll segment is expected to dominate the toys market during the forecast period. Dolls have long been popular in children's play, symbolizing cultural narratives and social positions. Their capacity to promote imaginative play allows youngsters to experience relationships and emotions, resulting in a deep emotional connection that drives parents to purchase dolls for their children. This cultural relevance ensures consistent demand across all demographics.

The dolls segment has undergone constant innovation, with producers producing new sorts of dolls such as fashion dolls, collector dolls, and interactive dolls that respond to children's movements. This diversity appeals to a wide range of age groups and preferences, attracting a larger customer base. The introduction of themed dolls based on major media brands broadens their appeal and increases sales.

Furthermore, the popularity of dolls has grown significantly as influencers and content makers promote different doll brands and play settings. Engaging marketing strategies that highlight the distinctive attributes of dolls appeal to both children and parents, influencing purchasing decisions. Also, the practice of unboxing videos and online reviews increases visibility and desirability, helping to drive the segment's growth.

How does the Focus on Developmental Learning Drive the Demand for Toys for 3-5 Years Age Group?

The 3-5 years segment is estimated to hold the largest share of the toys market during the forecast period. Parents of children aged three to five years are increasingly prioritizing educational toys that encourage cognitive and motor skill development. This age group is crucial for understanding basic ideas like numbers, letters, and social relationships. As a result, toys designed to improve these skills, including building blocks and puzzles, are in great demand, helping to drive market expansion in this segment.

As families realize the value of early childhood education, they are increasingly willing to invest in high-quality toys for their children. Parents are more likely to spend money on toys that have both entertainment and educational value. This trend is especially prominent in the 3-5 year age group, when parents seek toys that promote learning via play, hence driving sales and market share.

Furthermore, toys for children aged 3 to 5 years old are diverse, catering to a variety of interests and developmental stages. The diversity, which includes interactive learning activities as well as creative arts and crafts, guarantees that parents may discover options that are appropriate for their children. This diverse choice of toys not only draws customers but also encourages recurrent purchases as children grow and their play preferences change, reinforcing this segment's market domination.

Country/Region-wise Acumens

How Does the Large and Growing Child Population in Asia Pacific Influence the Market?

The Asia Pacific region is estimated to dominate the market during the forecast period. The Asia Pacific region has a large and growing child population, which drives the market for toys. According to UNICEF's State of the World's Children 2021 report, East Asia and the Pacific alone have more than 580 million children under the age of 18. According to India's National Commission on Population, the population aged 0-14 years is expected to reach 364 million by 2021. This large child population generates a significant market for toys and games.

Furthermore, the Asia Pacific region's expanding middle class and rising disposable incomes are driving toy market growth. According to the World Bank, GDP per capita in the East Asia and Pacific region increased from $3,873 in 2000 to $11,557 in 2020, suggesting a considerable increase in purchasing power. In China, a prominent regional market, the National Bureau of Statistics stated that per capita disposable income increased by 8.4% in 2021, reaching 35,128 yuan (about $5,500). This economic prosperity allows families to spend more on non-essential products such as toys.

What Factor Contributes to the Substantial Growth of the Market in North America?

North America is estimated to exhibit substantial growth within the toys market during the forecast period. North America, particularly the United States, has a high disposable income, resulting in large spending on toys and children's products. According to the US Bureau of Economic Analysis, personal disposable income in the United States increased to USD 18.1 Trillion in 2021, up from USD 16.5 Trillion in 2020. According to the Census Bureau's 2020 Annual Retail Trade Survey, toy store sales in the United States totaled roughly USD 24.7 Billion. This high consumer buying power has a significant impact on the growth of the regional toy market.

Furthermore, there is a growing emphasis on STEM (Science, Technology, Engineering, and Mathematics) education in North America, which is boosting demand for educational and STEM-related toys. STEM occupations are expected to rise by 10.5% between 2020 and 2030, above the overall growth rate. The emphasis on STEM is reflected in toy preferences. According to a Toy Association survey, 76% of parents say STEM/STEAM toys are the most effective way for their children to learn science and math. This trend is accelerating the expansion of the educational toy segment in the broader toy market.

Competitive Landscape

The toy market's competitive landscape is characterized by a varied range of participants, from tiny local makers to huge global organizations. This fragmentation promotes fierce rivalry, with companies attempting to differentiate themselves through product innovation, quality, and pricing methods.

Some of the prominent players operating in the toys market include:

Mattel, Inc., Hasbro, Inc., Lego Group, Takara Tomy Co. Ltd, Bandai Namco Holdings, Inc., Simba-Dickie Group, Spin Master Ltd, AOSHIMA BUNKA KYOZAI Co. Ltd, Moose Enterprise Holdings Pvt Ltd, Tru Kids, Inc.

Latest Developments:

In May 2024, Hasbro Inc. was recognized as a 2024 honoree of The Civic 50, an annual survey of the most community-minded firms in the US. Points of Light is the world's largest NGO focused on advancing people-powered change.

Toys Market, By Category

• Product Type:
• Dolls
• Outdoor and Sports Toy
• Building and Construction Set
• Infant and Preschool Toy
• Games and Puzzles
• Others
• Age Group:

0-3 Years

3-5 Years

5-12 Years

12-18 Years

• Above 18 Years
• Distribution Channel:
• Online
• Offline
• Region:
• North America
• Europe
• Asia Pacific
• Latin America
• Middle East & Africa
• "