The global kids toys market size was valued at $65.8 billion in 2021, and is projected to reach $89.5 billion by 2031, growing at a CAGR of 3% from 2022 to 2031.
Kids toys market includes toys for the age group of 0-10 years. Exploratory and outdoor toys are introduced in this age group; however, plush toys and dolls also constitute a significant share in this age group. In addition, construction sets, board games, and action figures are also widely played by this age group. As a result, educational toys focusing on STEM are now being introduced globally. Furthermore, increase in STEM jobs globally has resulted in parents creating interest in their children in STEM educational toys. These toys teach kids to focus on the 4 subjects, Science, Technology, Engineering, and Math. A plethora of different STEM toys focusing on multifaceted disciplines, including but not limited to coding, engineering, chemistry, and mechanical toys are now being introduced to target this age group segment.
Increase in number of games in bars and cafes globally boosts the demand for toys and games along with attracting a large number of consumers toward such cafes. These games in bars and cafes witness high traction and gained popularity across the world in the course of recent years. The rapid expansion of games in cafes encourages children as well as adults to learn new games along with connecting each other for meaningful social interactions. Huge variety of toys and games are now being manufactured to target kids and help to attract a new generation of consumers in these cafes, bars, and other social interaction sites across the globe. Such business models are highly prevalent in Western European countries, including but not limited to the UK and France and in the North American region. For instance, in the U.S., over 5,000 board game cafes were inaugurated in 2016. Furthermore, 60 gaming cafes were opened in Beijing alone, in addition to over 700 gaming cafes in China. The increase in number of these cafes that cater to both kids and adults helps to generate high revenues for the players operating in the global kids toys market.
The use of digital devices instead of toys and board games is expected to restrain the growth of the toys industry, particularly in the U.S. and EU. The advent of smartphones, computers, video game systems, and tablets has penetrated every household. Rapid market expansion and the proliferation of digital infrastructure in developed as well as developing regions have given access to internet to adults as well as to kids. The number of internet subscribers in India reached 639 million by the end of December 2020 from 560 million in September 2018. High internet penetration and highly addicting online games on smartphones and tablets have enormously hampered the kids toys market. Easy availability of high addicting gadgets, such as smartphones, video games, and computers, is anticipated to pose a significant challenge for the kids toys market during the forecast period.
The market in the Asia-Pacific region offers lucrative growth opportunities for market players. Large consumer base along with rise in disposable income of consumers provides lucrative opportunities for the market players. This region offers potential opportunities for market players to launch premium and interactive toys. Therefore, manufacturers now focus on expanding their business in this region to increase their customer base and improve their geographical outreach.
Moreover, countries in Latin America, such as Brazil, would unfold attractive opportunities during the forecast period due to favorable government policies, large-scale privatization, and combating unfair competition & the seizure of counterfeit toys.
The kids toys market is segmented on the basis of product type, end-user, distribution channel, and region. On the basis of product type the market is categorized into building toys, figurine toys, sports & outdoor toys and others. On the basis of end users, the market is bifurcated into unisex toys, toys for boys, and toys for girls. On the basis of distribution channel, the market is categorized into hypermarkets/supermarkets, specialty stores, departmental stores, online channels, and others. On the basis of region, the market is classified into North America (the U.S., Canada, and Mexico) Europe (the UK, Germany, France, Italy, Sweden, Spain, Russia, the Netherlands, and the Rest of Europe), Asia-Pacific (China, Japan, India, South Korea, Thailand, Australia, New Zealand, and Rest of Asia-Pacific, and LAMEA (Brazil, Argentina, UAE, Saudi Arabia, South Africa, Egypt, and Rest of LAMEA).
The players operating in the global market have adopted various developmental strategies including but not limited to product launches, geographical expansion, and acquisitions to increase their market share, gain profitability, and remain competitive in the market. The key players included in the market analysis are - The key players included in the market analysis are - Atlas Games, Clementoni S.P.A., Famosa Toys, Goliath Games, Guangdong Hayidai Toys Co., Ltd., Hasbro, Inc., Mattel, Inc., Ravensburger AG, Reliance Industries Limited, Schuco Model., Simba Dickie Group., Thames & Kosmos, The LEGO Group, Tomy Company, Ltd and Vtech Holdings.
Kids toys market includes toys for the age group of 0-10 years. Exploratory and outdoor toys are introduced in this age group; however, plush toys and dolls also constitute a significant share in this age group. In addition, construction sets, board games, and action figures are also widely played by this age group. As a result, educational toys focusing on STEM are now being introduced globally. Furthermore, increase in STEM jobs globally has resulted in parents creating interest in their children in STEM educational toys. These toys teach kids to focus on the 4 subjects, Science, Technology, Engineering, and Math. A plethora of different STEM toys focusing on multifaceted disciplines, including but not limited to coding, engineering, chemistry, and mechanical toys are now being introduced to target this age group segment.
Increase in number of games in bars and cafes globally boosts the demand for toys and games along with attracting a large number of consumers toward such cafes. These games in bars and cafes witness high traction and gained popularity across the world in the course of recent years. The rapid expansion of games in cafes encourages children as well as adults to learn new games along with connecting each other for meaningful social interactions. Huge variety of toys and games are now being manufactured to target kids and help to attract a new generation of consumers in these cafes, bars, and other social interaction sites across the globe. Such business models are highly prevalent in Western European countries, including but not limited to the UK and France and in the North American region. For instance, in the U.S., over 5,000 board game cafes were inaugurated in 2016. Furthermore, 60 gaming cafes were opened in Beijing alone, in addition to over 700 gaming cafes in China. The increase in number of these cafes that cater to both kids and adults helps to generate high revenues for the players operating in the global kids toys market.
The use of digital devices instead of toys and board games is expected to restrain the growth of the toys industry, particularly in the U.S. and EU. The advent of smartphones, computers, video game systems, and tablets has penetrated every household. Rapid market expansion and the proliferation of digital infrastructure in developed as well as developing regions have given access to internet to adults as well as to kids. The number of internet subscribers in India reached 639 million by the end of December 2020 from 560 million in September 2018. High internet penetration and highly addicting online games on smartphones and tablets have enormously hampered the kids toys market. Easy availability of high addicting gadgets, such as smartphones, video games, and computers, is anticipated to pose a significant challenge for the kids toys market during the forecast period.
The market in the Asia-Pacific region offers lucrative growth opportunities for market players. Large consumer base along with rise in disposable income of consumers provides lucrative opportunities for the market players. This region offers potential opportunities for market players to launch premium and interactive toys. Therefore, manufacturers now focus on expanding their business in this region to increase their customer base and improve their geographical outreach.
Moreover, countries in Latin America, such as Brazil, would unfold attractive opportunities during the forecast period due to favorable government policies, large-scale privatization, and combating unfair competition & the seizure of counterfeit toys.
The kids toys market is segmented on the basis of product type, end-user, distribution channel, and region. On the basis of product type the market is categorized into building toys, figurine toys, sports & outdoor toys and others. On the basis of end users, the market is bifurcated into unisex toys, toys for boys, and toys for girls. On the basis of distribution channel, the market is categorized into hypermarkets/supermarkets, specialty stores, departmental stores, online channels, and others. On the basis of region, the market is classified into North America (the U.S., Canada, and Mexico) Europe (the UK, Germany, France, Italy, Sweden, Spain, Russia, the Netherlands, and the Rest of Europe), Asia-Pacific (China, Japan, India, South Korea, Thailand, Australia, New Zealand, and Rest of Asia-Pacific, and LAMEA (Brazil, Argentina, UAE, Saudi Arabia, South Africa, Egypt, and Rest of LAMEA).
The players operating in the global market have adopted various developmental strategies including but not limited to product launches, geographical expansion, and acquisitions to increase their market share, gain profitability, and remain competitive in the market. The key players included in the market analysis are - The key players included in the market analysis are - Atlas Games, Clementoni S.P.A., Famosa Toys, Goliath Games, Guangdong Hayidai Toys Co., Ltd., Hasbro, Inc., Mattel, Inc., Ravensburger AG, Reliance Industries Limited, Schuco Model., Simba Dickie Group., Thames & Kosmos, The LEGO Group, Tomy Company, Ltd and Vtech Holdings.
Key Benefits For Stakeholders
- This report provides a quantitative analysis of the market segments, current trends, estimations, and dynamics of the kids toys market analysis from 2021 to 2031 to identify the prevailing kids toys market opportunities.
- The market research is offered along with information related to key drivers, restraints, and opportunities.
- Porter's five forces analysis highlights the potency of buyers and suppliers to enable stakeholders make profit-oriented business decisions and strengthen their supplier-buyer network.
- In-depth analysis of the kids toys market segmentation assists to determine the prevailing market opportunities.
- Major countries in each region are mapped according to their revenue contribution to the global market.
- Market player positioning facilitates benchmarking and provides a clear understanding of the present position of the market players.
- The report includes the analysis of the regional as well as global kids toys market trends, key players, market segments, application areas, and market growth strategies.
Key Market Segments
By End User
- Unisex Toys
- Toys for Boys
- Toys for Girls
By Product Type
- Building Toys
- Games and Puzzles
- Building Sets
- Figurine Toys
- Action Figures
- Dolls
- Plush
- Sports and Outdoor Toys
- Others
By Distribution Channel
- Hypermarket/Supermarket
- Specialty Stores
- Departmental Stores
- Online Channels
- Others
By Region
- North America
- U.S.
- Canada
- Mexico
- Europe
- UK
- Germany
- France
- Italy
- Spain
- Russia
- Rest of Europe
- Asia-Pacific
- China
- India
- Japan
- Asean
- Australia
- Rest of Asia-Pacific
- LAMEA
- Brazil
- Argentina
- Egypt
- Rest of LAMEA
Key Market Players
- Atlas Games
- Clementoni S.p.A.
- Goliath Games, LLC
- Hasbro, Inc.
- Bella Luna Toys
- Thames & Kosmos, LLC.
- KIRKBI A/S
- VTech Holdings Limited
- Reliance Industries Limited
- Ravensburger
- Giochi Preziosi SpA
- Mattel, Inc.
- Simba Dickie Group GmbH
- TOMY Company, Ltd.
- GuangDong Hayidai toys Co.,Ltd.
Table of Contents
CHAPTER 1: INTRODUCTION
CHAPTER 2: EXECUTIVE SUMMARY
CHAPTER 3: MARKET OVERVIEW
CHAPTER 4: KIDS TOYS MARKET, BY END USER
CHAPTER 5: KIDS TOYS MARKET, BY PRODUCT TYPE
CHAPTER 6: KIDS TOYS MARKET, BY DISTRIBUTION CHANNEL
CHAPTER 7: KIDS TOYS MARKET, BY REGION
CHAPTER 8: COMPETITIVE LANDSCAPE
CHAPTER 9: COMPANY PROFILES
List of Tables
List of Figures
Executive Summary
According to the report titled, “Kids Toys Market," the kids toys market was valued at $65.8 billion in 2021, and is estimated to reach $89.5 billion by 2031, growing at a CAGR of 3% from 2022 to 2031. Asia-Pacific was the highest revenue contributor, accounting for $22,753.7 million in 2021, and is estimated to reach $35,612.3 million by 2031, with a CAGR of 4.4%.Toys are playthings that are used to encourage learning and development in young children and newborns. Additionally, they raise IQ, improve motor development, enhance focus and creativity, and foster interpersonal and communication skills. Wood, metal, textiles, polyethylene, polypropylene, ethylene-vinyl acetate (EVA), polymers derived from styrene, and technical plastics like polyamide, polycarbonate, or polymethyl methacrylate are typically used in their production. Leading companies are already releasing novel toys made with biodegradable materials including plasticized polyvinyl chloride (PVC). High-tech electronic toys are also available through online distribution channels.
The market is growing as a result of a number of causes, including parents' growing interest in eco-friendly toys, the comeback of traditional toys & video games, awareness of the cognitive advantages of building toys, and the explosive growth of mobile gaming. The rising popularity of conventional recreational activities among younger generations is also anticipated to fuel the market. Over the course of the projected period, the market growth is likely to be driven by Millennials' increased preference for traditional games at social events.
The sector has been severely hindered by widespread internet use and highly addictive online games on smartphones and tablets. Smartphones, video games, and other devices that are readily available and highly addictive provide a big challenge to the market in the years to come.
The pandemic epidemic has had a favorable effect on the market for sustainable children's toys worldwide. Everyone is confined to their houses during a lockdown, including children. To keep their children entertained, parents therefore brought toys and games. Additionally, a lack of raw materials may present difficulties for industry participants. Locally sourced resources put players in a much better position.
Biodegradable natural materials such as linen, renewable wood, cotton, bamboo, and water based inks are majorly used in the manufacturing of the sustainable toys. It has been manufactured in a nonpolluting way. A way without releasing carbon, greenhouse gases, or chemical toxins. Sustainable toys has been gaining considerable popularity among parents and is expected to sustain its popularity during the forecast period. This is majorly attributed to rising in awareness regarding health effects of toxic chemicals and material used in the toys. Furthermore, the growth is attributed to advancements in the sustainable space, along with material processing technology and functionality. Increasing interest of the parent in biodegradable toys is one of the factor promoting manufactures to innovate their product offerings. The use of digital devices instead of toys and boards games is expected to hamper the kids toys market growth.
The kids toys market is segmented on the basis of product type, end-user, distribution channel, and region. On the basis of product type the market is categorized into building toys, figurine toys, sports & outdoor toys and others. On the basis of end users, the market is bifurcated into unisex toys, toys for boys, and toys for girls. On the basis of distribution channel, the market is categorized into hypermarkets/supermarkets, specialty stores, departmental stores, online channels, and others. On the basis of region, the market is classified into North America (the U.S., Canada, and Mexico) Europe (the UK, Germany, France, Italy, Sweden, Spain, Russia, the Netherlands, and the Rest of Europe), Asia-Pacific (China, Japan, India, South Korea, Thailand, Australia, New Zealand, and Rest of Asia-Pacific, and LAMEA (Brazil, Argentina, UAE, Saudi Arabia, South Africa, Egypt, and Rest of LAMEA).
The players operating in the global market have adopted various developmental strategies including but not limited to product launches, geographical expansion, and acquisitions to increase their market share, gain profitability, and remain competitive in the market. The key players included in the market analysis are - The key players included in the market analysis are - Atlas Games, Clementoni S.P.A., Famosa Toys, Goliath Games, Guangdong Hayidai Toys Co., Ltd., Hasbro, Inc., Mattel, Inc., Ravensburger AG, Reliance Industries Limited, Schuco Model., Simba Dickie Group., Thames & Kosmos, The LEGO Group, Tomy Company, Ltd and Vtech Holdings.
Key Market Findings
Based on product type, the figurine toys segment dominated the global market in the year 2021 and is likely to remain dominant during the forecast period.
Based on the end user, the toys for boys segment dominated the global market in the year 2021 and is likely to remain dominant during the forecast period.
Based on the distribution channel, the specialty stores segment dominated the global market in the year 2021 and is likely to remain dominant during the forecast period.
Based on region, the Asia-Pacific region dominated the global market in the year 2021 and is likely to remain dominant during the forecast period
Companies Mentioned
- Atlas Games
- Clementoni S.p.A.
- Goliath Games, LLC
- Hasbro, Inc.
- Bella Luna Toys
- Thames & Kosmos, LLC.
- KIRKBI A/S
- VTech Holdings Limited
- Reliance Industries Limited
- Ravensburger
- Giochi Preziosi SpA
- Mattel, Inc.
- Simba Dickie Group GmbH
- TOMY Company, Ltd.
- GuangDong Hayidai toys Co.,Ltd.
Methodology
The analyst offers exhaustive research and analysis based on a wide variety of factual inputs, which largely include interviews with industry participants, reliable statistics, and regional intelligence. The in-house industry experts play an instrumental role in designing analytic tools and models, tailored to the requirements of a particular industry segment. The primary research efforts include reaching out participants through mail, tele-conversations, referrals, professional networks, and face-to-face interactions.
They are also in professional corporate relations with various companies that allow them greater flexibility for reaching out to industry participants and commentators for interviews and discussions.
They also refer to a broad array of industry sources for their secondary research, which typically include; however, not limited to:
- Company SEC filings, annual reports, company websites, broker & financial reports, and investor presentations for competitive scenario and shape of the industry
- Scientific and technical writings for product information and related preemptions
- Regional government and statistical databases for macro analysis
- Authentic news articles and other related releases for market evaluation
- Internal and external proprietary databases, key market indicators, and relevant press releases for market estimates and forecast
Furthermore, the accuracy of the data will be analyzed and validated by conducting additional primaries with various industry experts and KOLs. They also provide robust post-sales support to clients.
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Table Information
| Report Attribute | Details |
|---|---|
| No. of Pages | 250 |
| Published | February 2023 |
| Forecast Period | 2021 - 2031 |
| Estimated Market Value ( USD | $ 65.8 billion |
| Forecasted Market Value ( USD | $ 89.5 billion |
| Compound Annual Growth Rate | 3.1% |
| Regions Covered | Global |
| No. of Companies Mentioned | 15 |
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