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The Toys Market grew from USD 319.22 billion in 2023 to USD 335.66 billion in 2024. It is expected to continue growing at a CAGR of 5.23%, reaching USD 456.19 billion by 2030. Speak directly to the analyst to clarify any post sales queries you may have.
It includes traditional toys and games, electronic toys, educational toys, and licensed merchandise. The application and end-use are generally focused on consumer entertainment, educational development, and skill enhancement. Advances in technology and creative designs have played a significant role in driving interest and sales of toys. Increased household disposable income enables consumers to spend more on non-essential goods such as toys. Moreover, The rise of online shopping simplifies the purchasing process, making a wide variety of toys easily accessible to a broader audience. However, short product life cycles and a high volume of products creating intense competition may pose challenges for the market. Nevertheless, the expansion of educational and STEM toys, combining learning with the integration of augmented reality (AR) & virtual reality (VR) to create immersive play experiences, is expected to create immense potential for market growth. Moreover, customization and personalization of toys through additive manufacturing, such as 3D printing, and growth in eco-friendly and sustainable toys are expected to add to market expansion.
Regional Insights
The Americas region represents significant markets in the toy industry within the Americas. In the United States, consumer needs for toys are characterized by a high demand for innovative, educational, and tech-related products, reflecting the region's interest in Science, Technology, Engineering, Arts, and Mathematics education. The toy market in the Americas is mature, with strict safety standards enforced by regulatory bodies, such as the Consumer Product Safety Commission (CPSC) and Health Canada. Consequently, there has been an increased emphasis on local production capabilities and investments in eCommerce platforms, which is expected to provide growth opportunities for the market in the region. European countries and the UK adhere to rigorous toy safety standards overseen by the European Toy Safety Directive. In response to growing environmental concerns, nations, including France and Germany, have introduced policies promoting sustainability in toy production through eco-friendly packaging materials. The Middle East and Africa region offers a promising emerging market with significant growth potential in the toys market due to a young population demographic. In APAC, China, as a major toy manufacturer and consumer, displays a rising demand for licensed merchandise and international brands. The increased disposable income and the prevalence of online shopping platforms have transformed purchasing behaviors in the APAC region.Market Insights
Market Dynamics
- The market dynamics represent an ever-changing landscape of the Toys Market by providing actionable insights into factors, including supply and demand levels. Accounting for these factors helps design strategies, make investments, and formulate developments to capitalize on future opportunities. In addition, these factors assist in avoiding potential pitfalls related to political, geographical, technical, social, and economic conditions, highlighting consumer behaviors and influencing manufacturing costs and purchasing decisions.
Market Drivers
- Rising demand to improve cognitive behavior and stimulate creativity of child
- Growing child and adolescent population across the globe
- Increasing number of regional players and startups in toys industry
Market Restraints
- Concern regarding adverse health impact of plastic toys on children
Market Opportunities
- Emerging innovative, tech-advanced, unique and high quality toys in the market
- Ongoing trend of artificial intelligence (AI) integrated smart toys
Market Challenges
- Significant inclination towards use of digital games and educational activities
Market Segmentation Analysis
- Product: Consumer inclination towards youth electronics owing to technology fascination
- Age Group: Inclined 15 years and above age group towards technology-driven toys such as drones, advanced robotics and board games.
- Distribution Channel: Preferred online distribution channel including eCommerce platforms for price and purchase convenience factors
Industry Insights
- Market Disruption Analysis
- Porter’s Five Forces Analysis
- Value Chain & Critical Path Analysis
- Pricing Analysis
- Technology Analysis
- Patent Analysis
- Trade Analysis
- Regulatory Framework Analysis
FPNV Positioning Matrix
The FPNV positioning matrix is essential in evaluating the market positioning of the vendors in the Toys Market. This matrix offers a comprehensive assessment of vendors, examining critical metrics related to business strategy and product satisfaction. This in-depth assessment empowers users to make well-informed decisions aligned with their requirements. Based on the evaluation, the vendors are then categorized into four distinct quadrants representing varying levels of success, namely Forefront (F), Pathfinder (P), Niche (N), or Vital (V).Market Share Analysis
The market share analysis is a comprehensive tool that provides an insightful and in-depth assessment of the current state of vendors in the Toys Market. By meticulously comparing and analyzing vendor contributions, companies are offered a greater understanding of their performance and the challenges they face when competing for market share. These contributions include overall revenue, customer base, and other vital metrics. Additionally, this analysis provides valuable insights into the competitive nature of the sector, including factors such as accumulation, fragmentation dominance, and amalgamation traits observed over the base year period studied. With these illustrative details, vendors can make more informed decisions and devise effective strategies to gain a competitive edge in the market.Recent Developments
Hasbro Announces Partnership with Xplored for AI-driven Tabletop Games
Hasbro, a publisher of tabletop games, announced a partnership with Xplored, the developers behind the digital board game platform Teburu. This collaboration aims to expand Hasbro's physical games into the digital realm and incorporate AI-driven game mechanics. By leveraging AI technology, they aim to develop experiences that can react to player decisions in real time, making it easier for newcomers to learn and enjoy the games.Tsuburaya Welcomes Bandai As Ultraman Master Toy Licensee
Tsuburaya and its U.S. entity, Tsuburaya Fields Media & Pictures Entertainment, have formed a partnership with Bandai Namco Toys & Collectibles America (BNTCA) to grant them the master toy license for Ultraman in the Toys & Games industry. The upcoming Ultraman line is expected to contain a wide range of merchandise, including action figures, role-play items, playsets, and plush toys. BNTCA's Teppei Onoki aims to expand its collection of sought-after anime titles across North America, South America, and Europe.Funskool Launches Exclusive Range of Toys This Summer
Funskool India Ltd. announced the debut of an exciting toy lineup designed to enrich children's summer experiences. The exclusive range caters to various age groups and includes various toys, from stimulating puzzles and innovative board games to engaging action figures and educational DIY kits. By consistently expanding and updating their product offerings, Funskool continues to be at the forefront of delivering value and entertainment to young learners during the pivotal summer season.Strategy Analysis & Recommendation
The strategic analysis is essential for organizations seeking a solid foothold in the global marketplace. Companies are better positioned to make informed decisions that align with their long-term aspirations by thoroughly evaluating their current standing in the Toys Market. This critical assessment involves a thorough analysis of the organization’s resources, capabilities, and overall performance to identify its core strengths and areas for improvement.Key Company Profiles
The report delves into recent significant developments in the Toys Market, highlighting leading vendors and their innovative profiles. These include Aoshima Bunka Kyozai Co., Ltd., Bandai Namco Holdings Inc., Buffalo Games, LLC, Cartamundi Group, CubicFun Toys Industrial Co., Ltd., Dream International Limited, Educa Borras by Team Toys SA, Funtastic, Gibsons Games Ltd., Hasbro Inc., JAKKS Pacific, Inc, Konami Group Corporation, Koninklijke Jumbo B.V., Lansay, LeapFrog Enterprises, Inc., Lego A/S, MasterPieces Puzzle Company, Mattel Inc., MGA Entertainment Inc., Moose Enterprise Pty Ltd, Playmates Toys Limited, Ravensburger AG, Sanrio Company, Ltd., Schmidt Spiele GmbH, Simba-Dickie Group, Spin Master Corp., Tomy Company, Ltd., ToyQuest, Trefl S.A., Tru Kids, Inc., Vivid Imaginations by Goliath Group, and VTech Holdings Limited.Market Segmentation & Coverage
This research report categorizes the Toys Market to forecast the revenues and analyze trends in each of the following sub-markets:Product
- Action Figures & ACC
- Arts & Crafts
- Building Sets
- Dolls
- Explorative
- Games/ Puzzles
- Infant/ Toddler/ Preschool
- Outdoor & Sports Toys
- Plush
- Vehicles
- Youth Electronics
Age Group
- 0-8 years
- 15 years and above
- 9-15 years
Distribution Channel
- Offline
- Online
Region
Americas
- Argentina
- Brazil
- Canada
- Mexico
- United States
- California
- Florida
- Illinois
- New York
- Ohio
- Pennsylvania
- Texas
Asia-Pacific
- Australia
- China
- India
- Indonesia
- Japan
- Malaysia
- Philippines
- Singapore
- South Korea
- Taiwan
- Thailand
- Vietnam
Europe, Middle East & Africa
- Denmark
- Egypt
- Finland
- France
- Germany
- Israel
- Italy
- Netherlands
- Nigeria
- Norway
- Poland
- Qatar
- Russia
- Saudi Arabia
- South Africa
- Spain
- Sweden
- Switzerland
- Turkey
- United Arab Emirates
- United Kingdom
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- Purchase of this report includes 1 year online access with quarterly updates
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Please note: For this report, the purchase of an Enterprise license allows up to ten worldwide users of an organization access to the report
Purchase of this report includes 1 year online access with quarterly updates
Purchase of this report includes 1 year online access with quarterly updates
Table of Contents
1. Preface
2. Research Methodology
5. Market Insights
6. Toys Market, by Product
7. Toys Market, by Age Group
8. Toys Market, by Distribution Channel
9. Americas Toys Market
10. Asia-Pacific Toys Market
11. Europe, Middle East & Africa Toys Market
12. Competitive Landscape
13. Competitive Portfolio
List of Figures
List of Tables
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Aoshima Bunka Kyozai Co., Ltd.
- Bandai Namco Holdings Inc.
- Buffalo Games, LLC
- Cartamundi Group
- CubicFun Toys Industrial Co., Ltd.
- Dream International Limited
- Educa Borras by Team Toys SA
- Funtastic
- Gibsons Games Ltd.
- Hasbro Inc.
- JAKKS Pacific, Inc
- Konami Group Corporation
- Koninklijke Jumbo B.V.
- Lansay
- LeapFrog Enterprises, Inc.
- Lego A/S
- MasterPieces Puzzle Company
- Mattel Inc.
- MGA Entertainment Inc.
- Moose Enterprise Pty Ltd
- Playmates Toys Limited
- Ravensburger AG
- Sanrio Company, Ltd.
- Schmidt Spiele GmbH
- Simba-Dickie Group
- Spin Master Corp.
- Tomy Company, Ltd.
- ToyQuest
- Trefl S.A.
- Tru Kids, Inc.
- Vivid Imaginations by Goliath Group
- VTech Holdings Limited
Methodology
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Table Information
| Report Attribute | Details |
|---|---|
| No. of Pages | 198 |
| Published | June 2024 |
| Forecast Period | 2024 - 2030 |
| Estimated Market Value ( USD | $ 335.66 Billion |
| Forecasted Market Value ( USD | $ 456.19 Billion |
| Compound Annual Growth Rate | 5.2% |
| Regions Covered | Global |
