Toys and Games Market: Global Industry Trends, Share, Size, Growth, Opportunity and Forecast 2018-2023

$ 1999


The global toys and games market reached US$ 102 Billion in 2017. The market is further projected to reach US$ 126 Billion by 2023, at a CAGR of 3.6% during 2017-2023. Toys and games are playthings which range from rattles, dolls and toy cars to skipping ropes, board games and jigsaw puzzles. They come with an intrinsic value that adds to the overall development of children. Toys help the children to express their emotions and boost their creativity. Whereas, games are a great way to de-stress and help in improving the cognitive, physical and social skills. In recent years, the rise in the popularity of interactive and multi-functional toys and games has had a substantial impact on the toys and games industry.

The sales of toys and games based on popular characters from cartoons, TV shows and movies are escalating, in turn, propelling the market growth. Moreover, the global population is expected to grow from the current 7.6 Billion to over 9.6 Billion by 2030. Population growth coupled by continuously rising personnel disposable income levels is expected to represent a strong catalyst for the global toys and games market. Furthermore, apart from children, the sale of toys and games are also expected to be driven by older consumers, especially in segments such as action figures and accessories.  Some of the other factors that are driving the demand for toys and games are adoption of free-to-play gaming, increasing popularity of educational and scientific toys, growing demand for eco-friendly toys, etc.

Market Summary:

  • On the basis of product type, the market has been segmented into plush toys, infant/pre-school toys, activity toys, dolls, games and puzzles, ride-ons and others.
  • On the basis of distribution channel, the market has been segmented into speciality stores, supermarkets and hypermarkets, departmental stores, online and general stores. Amongst these, specialty stores represent the largest segment.
  • By region, the market is segmented into North America, Europe, Asia Pacific, Latin America, and Middle East and Africa. North America holds the largest share in the market.
  • The competitive landscape of the market has also been examined in the report with some of the major players being Hasbro, Mattel, Ravensburger, Tomy, The Lego Group, Funtastic, JAKKS Pacific, Lansay, LeapFrog Enterprises, MGA Entertainment, Playmates Toys, ToyQuest Vivid Imaginations, etc.


This report provides a deep insight into the global toys and games market covering all its essential aspects. This ranges from macro overview of the market to micro details of the industry performance, recent trends, key market drivers and challenges, SWOT analysis, Porter’s five forces analysis, value chain analysis, etc. This report is a must-read for entrepreneurs, investors, researchers, consultants, business strategists, and all those who have any kind of stake or are planning to foray into the toys and games market in any manner.

Key Questions Answered in This Report:

  • How has the global toys and games market performed so far and how will it perform in the coming years?
  • What are the key regions in the global toys and games market?
  • Which are the popular product types in the global toys and games market?
  • Which are the popular distribution channels in the toys and games market?
  • What are the various stages in the value chain of the global toys and games market?
  • What are the key driving factors and challenges in the global toys and games market?
  • What is the structure of the global toys and games market and who are the key players?
  • What is the degree of competition in the global toys and games market?
  • How are toys and games manufactured?

1    Preface
2    Scope and Methodology

    2.1    Objectives of the Study
    2.2    Stakeholders
    2.3    Data Sources
        2.3.1    Primary Sources
        2.3.2    Secondary Sources
    2.4    Market Estimation
        2.4.1    Bottom-Up Approach
        2.4.2    Top-Down Approach
    2.5    Forecasting Methodology
3    Executive Summary
4    Introduction

    4.1    Overview
    4.2    Key Industry Trends
5    Global Toys and Games Market
    5.1    Market Overview
    5.2    Market Performance
    5.3    Price Analysis
        5.3.1    Price Indicators
        5.3.2    Price Structure
        5.3.3    Margin Analysis
    5.4    Market Breakup by Product Type
    5.5    Market Breakup by Distribution Channel
    5.6    Market Breakup by Region
    5.7    Market Forecast
    5.8    SWOT Analysis
        5.8.1    Overview
        5.8.2    Strengths
        5.8.3    Weaknesses
        5.8.4    Opportunities
        5.8.5    Threats
    5.9    Value Chain Analysis
        5.9.1    Overview
        5.9.2    Research and Development
        5.9.2    Raw Material Procurement
        5.9.3    Manufacturing
        5.9.4    Marketing
        5.9.5    Distribution
        5.9.6    End-Use
    5.10    Porter’s Five Forces Analysis
        5.10.1    Overview
        5.10.2    Bargaining Power of Buyers
        5.10.3    Bargaining Power of Suppliers
        5.10.4    Degree of Competition
        5.10.5    Threat of New Entrants
        5.10.6    Threat of Substitutes
6    Market Breakup by Product Type
    6.1    Plush Toys 
    6.2    Infant /Preschool Toys
    6.3    Activity Toys 
    6.4    Dolls
    6.5    Games and Puzzles 
    6.6    Ride-Ons
    6.7    Others
7    Market Breakup by Distribution Channel
    7.1    Specialty Stores
    7.2    Hypermarkets and Supermarkets
    7.3    Departmental Stores
    7.4    Online 
    7.5    General Stores
8    Market Breakup by Region
    8.1    North America
    8.2    Europe
    8.3    Asia Pacific
    8.4    Middle East and Africa
    8.5    Latin America
9    Toys and Games Manufacturing Process
    9.1    Product Overview
    9.2    Raw Material Requirements
    9.3    Manufacturing Process
    9.4    Key Success and Risk Factors
10    Competitive Landscape
    10.1    Market Structure
    10.2    Key Players
    10.3    Profiles of Key Players
        10.3.1    Hasbro
        10.3.2    Mattel
        10.3.3    Ravensburger
        10.3.4    Tomy
        10.3.5    The Lego Group
        10.3.6    Funtastic
        10.3.7    JAKKS Pacific
        10.3.8    Lansay
        10.3.9    LeapFrog Enterprises
        10.3.10    MGA Entertainment
        10.3.11    Playmates Toys
        10.3.12    ToyQuest
        10.3.13    Vivid Imaginations


List of Figures

Figure 1: Global: Toys and Games Market: Major Drivers and Challenges
Figure 2: Global: Toys and Games Market: Sales Value (in Billion US$), 2010-2017
Figure 3: Global: Toys and Games Market: Breakup by Product (in %), 2017
Figure 4: Global: Toys and Games Market: Breakup by Distribution Channel (in %), 2017
Figure 5: Global: Toys and Games Market: Breakup by Region (in %), 2017
Figure 6: Global: Toys and Games Market Forecast: Sales Value (in Billion US$), 2018-2023
Figure 7: Global: Toys and Games Industry: SWOT Analysis
Figure 8: Global: Toys and Games Industry: Value Chain Analysis
Figure 9: Global: Toys and Games Industry: Porter’s Five Forces Analysis
Figure 10: Global: Toys and Games (Plush Toys) Market: Sales Value (in Million US$), 2010, 2017 & 2023
Figure 11: Global: Toys and Games (Infant /Preschool Toys) Market: Sales Value (in Million US$), 2010, 2017 & 2023
Figure 12:Global: Toys and Games (Activity Toys) Market: Sales Value (in Million US$), 2010, 2017 & 2023
Figure 13: Global: Toys and Games (Dolls) Market: Sales Value (in Million US$), 2010, 2017 & 2023
Figure 14: Global: Toys and Games (Games and Puzzles) Market: Sales Value (in Million US$), 2010, 2017 & 2023
Figure 15: Global: Toys and Games (Ride-Ons) Market: Sales Value (in Million US$), 2010, 2017 & 2023
Figure 16: Global: Toys and Games (Others) Market: Sales Value (in Million US$), 2010, 2017 & 2023
Figure 17: Global: Toys and Games Market: Sales through Specialty Stores (in Million US$), 2010, 2017 & 2023
Figure 18: Global: Toys and Games Market: Sales through Hypermarkets and Supermarkets (in Million US$), 2010, 2017 & 2023
Figure 19: Global: Toys and Games Market: Sales through Departmental Stores (in Million US$), 2010, 2017 & 2023
Figure 20: Global: Toys and Games Market: Sales through Online (in Million US$), 2010, 2017 & 2023
Figure 21: Global: Toys and Games Market: Sales through General Stores (in Million US$), 2010, 2017 & 2023
Figure 22: North America: Toys and Games Market: Sales Value (in Million US$), 2010, 2017 & 2023
Figure 23: Europe: Toys and Games Market: Sales Value (in Million US$), 2010, 2017 & 2023
Figure 24: Asia Pacific: Toys and Games Market: Sales Value (in Million US$), 2010, 2017 & 2023
Figure 25: Middle East and Africa: Toys and Games Market: Sales Value (in Million US$), 2010, 2017 & 2023
Figure 26: Latin America: Toys and Games Market: Sales Value (in Million US$), 2010, 2017 & 2023
Figure 27: Toys and Games Manufacturing: Process Flow


List of Tables

Table 1: Global: Toys and Games Market: Key Industry Highlights, 2017 and 2023
Table 2: Global: Toys and Games Market Forecast: Breakup by Product (in Million US$), 2018-2023
Table 3: Global: Toys and Games Market Forecast: Breakup by Distribution Channel (in Million US$), 2018-2023
Table 4: Global: Toys and Games Market Forecast: Breakup by Region (in Million US$), 2018-2023
Table 5: Toys and Games: Raw Material Requirements
Table 6: Global: Toys and Games Market Structure
Table 7: Global: Toys and Games Market: Key Players


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