Toys Market Report by Type (Action Figures, Building Sets, Dolls, Games and Puzzles, Sports and Outdoor Toys, Plush, and Others), Age Group (Up to 5 Years, 5 to 10 Years, Above 10 Years), Sales Channel (Supermarkets and Hypermarkets, Specialty Stores, Department Stores, Online Stores, and Others), and Region 2024-2032

Toys Market Report by Type (Action Figures, Building Sets, Dolls, Games and Puzzles, Sports and Outdoor Toys, Plush, and Others), Age Group (Up to 5 Years, 5 to 10 Years, Above 10 Years), Sales Channel (Supermarkets and Hypermarkets, Specialty Stores, Department Stores, Online Stores, and Others), and Region 2024-2032

Report Format: PDF+Excel | Report ID: SR112024A4999
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Market Overview:

The global toys market size reached US$ 183.0 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 326.0 Billion by 2032, exhibiting a growth rate (CAGR) of 6.5% during 2024-2032. The changing consumer preferences, increasing investment on quality and educational toys, significant technological advancements, growing parental awareness about the importance of toys, and the pursuit of innovation are some of the major factors propelling the market.

Report Attribute 
Key Statistics
Base Year
Forecast Years
Historical Years
Market Size in 2023
US$ 183.0 Billion
Market Forecast in 2032
US$ 326.0 Billion
Market Growth Rate (2024-2032) 6.5%

Toys are objects designed for play, entertainment, and education, typically intended for children. These items serve various purposes, including stimulating creativity, promoting cognitive development, and fostering social interaction. Toys come in a wide range of forms, such as action figures, dolls, puzzles, board games, building blocks, and electronic devices. They play a crucial role in a child's physical, emotional, and intellectual growth. By engaging with toys, children can enhance their motor skills, hand-eye coordination, and problem-solving abilities. Imaginative play with toys allows them to explore different scenarios, encouraging emotional expression and empathy. Educational toys are specifically designed to teach concepts like letters, numbers, and shapes, making learning an interactive and enjoyable experience. Toys also have cultural significance, reflecting societal values and trends. As children interact with toys, they develop social skills by sharing, cooperating, and negotiating with others. Additionally, toys have evolved with technological advancements, incorporating interactive features and digital interfaces to adapt to modern learning methods.

Global Toys Market Report

As disposable income levels rise across different regions, parents are more inclined to invest in quality toys for their children. Higher income enables them to prioritize educational and innovative toys, fostering children's learning and development. Additionally, consumer preferences within the toys market are continuously evolving. Today's parents seek toys that offer a balance between entertainment and education, with a focus on STEM (science, technology, engineering, and mathematics) toys that enhance critical thinking skills. Other than this, toys based on popular movies, TV shows, and video games have a strong presence in the market. These tie-ins leverage existing fan bases to boost toy sales, creating a symbiotic relationship between media and merchandise. Besides this, the rise of e-commerce platforms has expanded the reach of toy manufacturers, enabling them to cater to a global audience. This globalization has facilitated cross-border trade and accessibility to a wide variety of toys. In line with this, parents these days are more aware of the importance of toys in fostering cognitive and motor skills development. Educational toys that engage children while imparting knowledge are highly sought after, driving market growth. Besides these factors, toy manufacturers continually invest in research and development to create innovative products that captivate children's attention. The diversification of toys, ranging from traditional options to cutting-edge technology-driven choices, sustains market expansion. Furthermore, urbanization has led to smaller living spaces and limited outdoor play areas for children. As a result, indoor toys that encourage imaginative play and skill development have gained prominence. Moreover, the integration of technology into toys has revolutionized the industry. Interactive and electronic toys, such as augmented reality (AR) and virtual reality (VR) devices, have gained popularity due to their ability to engage and educate children in innovative ways.

Toys Market Trends/Drivers:

Increasing Disposable Income

As economies expand and living standards improve, parents are allocating a larger portion of their income to provide their children with enriching experiences and developmental tools. Higher disposable income allows parents to prioritize the purchase of high-quality and technologically advanced toys that align with their aspirations for their children's education and entertainment. This trend is particularly evident in emerging economies, where a growing middle class seeks to provide their children with access to a diverse range of toys that enhance learning, creativity, and skill development.

Evolving Consumer Preferences

Parents are increasingly seeking toys that offer more than mere entertainment; they prioritize products that contribute to their child's cognitive growth and educational advancement. Stemming from a desire to prepare their children for a rapidly changing world, parents opt for STEM-focused toys that promote critical thinking, problem-solving, and technological literacy. This shift in preference has led to a surge in demand for toys that integrate science, technology, engineering, and mathematics concepts in innovative and engaging ways, aligning with modern educational trends.

Significant Technological Advancements

Interactive and tech-driven toys, including those featuring augmented reality (AR) and virtual reality (VR) elements, have captured the attention of both children and parents. These toys provide immersive experiences that bridge the gap between digital and physical play. They not only captivate children's imaginations but also contribute to their understanding of modern technologies. The incorporation of tech components into toys aligns with the digital nature of contemporary childhoods and prepares children for a tech-driven future. As a result, technology-driven toys stand as a prominent driver of growth within the global toys market, reflecting the industry's adaptability to changing times.




Note: Information in the above chart consists of dummy data and is only shown here for representation purpose. Kindly contact us for the actual market size and trends.

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Toys Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the global toys market report, along with forecasts at the global, regional and country levels from 2024-2032. Our report has categorized the market based on product type, age group and sales channel.

Breakup by Product Type:

Toys Market

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  • Action Figures
  • Building Sets
  • Dolls
  • Games and Puzzles
  • Sports and Outdoor Toys
  • Plush
  • Others

Outdoor and sports dominate the market

The report has provided a detailed breakup and analysis of the market based on the product type. This includes action figures, building sets, dolls, games and puzzles, sports and outdoor toys, plush, and others. According to the report, outdoor and sports represented the largest segment.

The emphasis on physical activity and a healthy lifestyle among parents and caregivers drives the demand for outdoor and sports-related toys. These toys encourage children to engage in active play, fostering physical development and well-being. Additionally, the allure of outdoor and sports toys lies in their ability to provide a diverse range of experiences. From traditional sports equipment like bicycles, soccer balls, and basketball hoops to innovative products such as water play sets and adventure gear, this segment caters to a broad spectrum of preferences and age groups. Moreover, the enduring appeal of outdoor play transcends generational shifts, making these toys timeless investments for families. The segment's offerings promote social interaction, cooperation, and motor skill development, aligning with parents' desires for their children's holistic growth. Furthermore, outdoor and sports toys often offer an escape from screen-based activities, aligning with growing concerns about sedentary behavior and screen time management. As parents seek to strike a balance between digital engagement and physical play, the outdoor and sports segment remains a compelling choice, solidifying its position as the largest and enduringly popular category within the toys market.

Breakup by Age Group:

  • Up to 5 Years
  • 5 to 10 Years
  • Above 10 Years

5 to 10 years hold the largest share in the market

A detailed breakup and analysis of the market based on the age group has also been provided in the report. This includes up to 5 years, 5 to 10 years, and above 10 years. According to the report, 5 to 10 years accounted for the largest market share.

This age range is characterized by a crucial phase of cognitive and physical development, during which children are highly receptive to learning through play. As children transition from early childhood to pre-adolescence, they actively engage in exploring their surroundings, honing their motor skills, and developing their social abilities. Within this age bracket, children are more capable of comprehending complex concepts and engaging in imaginative play scenarios, making them a prime audience for a wide variety of toys. Educational toys that stimulate creativity, critical thinking, and problem-solving are particularly sought after by parents aiming to enhance their child's cognitive growth. Furthermore, children aged 5 to 10 are typically at school age, and the toys designed for this group often complement educational curricula, aligning playtime with learning objectives. This makes the 5 to 10 years segment a pivotal target for educational and skill-enhancing toys, propelling its status as the largest category in the market breakup by age group.

Breakup by Sales Channel:

  • Supermarkets and Hypermarkets
  • Specialty Stores
  • Department Stores
  • Online Stores
  • Others

Specialty stores dominate the market

The report has provided a detailed breakup and analysis of the market based on the sales channel. This includes supermarkets and hypermarkets, specialty stores, department stores, department stores, online stores, and others. According to the report, specialty stores represented the largest segment.

Specialty stores are dedicated to offering a curated selection of toys, often focusing on specific categories or niches that cater to diverse customer demands. This specialization allows them to provide in-depth product knowledge, personalized recommendations, and an immersive shopping experience. Customers seeking a wide variety of toys, from educational and innovative options to niche collectibles, are drawn to specialty stores for their comprehensive offerings. The hands-on interaction with products and the expertise of store staff contribute to informed purchasing decisions, fostering customer loyalty. Moreover, specialty stores often foster a sense of community among enthusiasts and collectors, enhancing the overall shopping experience. This personalized approach and ability to cater to unique interests set specialty stores apart from other sales channels, making them a preferred destination for discerning consumers seeking quality, variety, and expertise in their toy purchases.

Breakup by Region:

Toys Market

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  • North America
    • United States
    • Canada
  • Asia-Pacific
    • China
    • Japan
    • India
    • South Korea
    • Australia
    • Indonesia
    • Others
  • Europe
    • Germany
    • France
    • United Kingdom
    • Italy
    • Spain
    • Russia
    • Others
  • Latin America
    • Brazil
    • Mexico
    • Others
  • Middle East and Africa

North America exhibits a clear dominance in the market

The report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and others); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa. According to the report, North America was the largest market for toys.

North America’s relatively high disposable income levels and consumer spending power enable parents to invest significantly in toys that cater to their children's entertainment and educational needs. Furthermore, North American parents prioritize quality, safety, and innovation when selecting toys for their children, driving demand for a diverse range of products. The region's cultural emphasis on early childhood development and education has led to a strong demand for educational and STEM-focused toys, which align with modern learning trends. Additionally, the presence of established toy manufacturers, licensing agreements with popular media franchises, and a robust retail infrastructure contribute to the market's growth. Furthermore, North America's multicultural population contributes to a diverse range of preferences, driving demand for various types of toys that cater to different tastes and backgrounds. These factors collectively establish North America as a thriving market for toys, attracting manufacturers and retailers aiming to tap into the region's economic stability and consumer-driven demand.

Competitive Landscape:

Leading toy manufacturers consistently invest in research and development to create innovative and engaging products. They focus on incorporating cutting-edge technology, interactive features, and educational components into their toys to captivate children's interest and align with modern learning methods. Additionally, numerous key players form strategic partnerships with popular media franchises, including movies, TV shows, and video games. This allows them to produce toys based on beloved characters, expanding their customer base and capitalizing on existing fan followings. Other than this, recognizing the growing importance of eco-friendly practices, several companies have embraced sustainability in toy production. They emphasize the use of recycled materials, reduce packaging waste, and adopt environmentally friendly manufacturing processes, appealing to environmentally conscious consumers. Besides this, key players often expand their presence beyond their home markets to tap into new regions with emerging economies and growing middle-class populations. This global expansion broadens their consumer base and revenue streams. In line with this, leading toy companies invest in building strong online platforms and e-commerce capabilities. They enhance their digital presence to reach consumers directly, offer a wider range of products, and create seamless shopping experiences. Furthermore, effective marketing campaigns that highlight the educational benefits, safety features, and entertainment value of their products resonate with parents and caregivers, influencing purchasing decisions.

The report has provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major companies have also been provided. Some of the key players in the market include:

  • Clementoni Spa
  • Funskool Ltd.
  • Hasbro Inc.
  • Lego A/S (Kirkbi A/S)
  • Mattel Inc.
  • Playmobil (Brandstätter Group)
  • Pressman Toy Corporation (Goliath B.V.)
  • Simba Dickie Group
  • Spin Master
  • Talicor Inc.
  • Thinkfun Inc. (Ravensburger North America Inc.)
  • Tomy Company Ltd.

Recent Developments:

  • Mattel, Inc. has introduced a fresh lineup of Barbie dolls, drawing inspiration from the much-anticipated movie "Barbie." The Barbie the Movie doll collection showcases the iconic styles of Barbie, Ken, and newly introduced characters as seen in the film. The assortment accurately captures the outfits unveiled in the movie, ranging from the initial costumes to the coordinated ensembles donned by the characters. This collection masterfully embodies the distinctive Barbiecore and Ken-ergy personas depicted in the film.
  • Lego A/S (Kirkbi A/S) unveiled its latest offering, the Lego Marvel Studios Release known as "The Iron Man Hulkbuster" set. This set showcases the depiction of Iron Man as he was portrayed in the highly successful movie "Infinity Saga – Age of Ultron."
  • Spin Master Corp. has successfully acquired Rubik's Brands Ltd., a prominent company known for cube games. This strategic acquisition positions Spin Master to engage in direct competition with key industry players, including Mattel Inc. and Hasbro Inc. Furthermore, this move marks Spin Master's entry into the cube games market, opening up new avenues for growth and innovation.

Toys Market Report Scope:

Report Features Details
Base Year of the Analysis 2023
Historical Period 2018-2023
Forecast Period 2024-2032
Units US$ Billion
Scope of the Report Exploration of Historical and Forecast Trends, Industry Catalysts and Challenges, Segment-Wise Historical and Predictive Market Assessment:
  • Product Type
  • Age Group
  • Sales Channel
  • Region
Product Types Covered Action Figures, Building Sets, Dolls, Games and Puzzles, Sports and Outdoor Toys, Plush, Others
Age Groups Covered Up to 5 Years, 5 to 10 Years, Above 10 Years
Sales Channels Covered Supermarkets and Hypermarkets, Specialty Stores, Department Stores, Online Stores, Others
Regions Covered Asia Pacific, Europe, North America, Latin America, Middle East and Africa
Countries Covered United States, Canada, Germany, France, United Kingdom, Italy, Spain, Russia, China, Japan, India, South Korea, Australia, Indonesia, Brazil, Mexico
Companies Covered Clementoni Spa, Funskool Ltd., Hasbro Inc., Lego A/S (Kirkbi A/S), Mattel Inc., Playmobil (Brandstätter Group), Pressman Toy Corporation (Goliath B.V.), Simba Dickie Group, Spin Master, Talicor Inc., Thinkfun Inc. (Ravensburger North America Inc.), Tomy Company Ltd., etc.
Customization Scope 10% Free Customization
Report Price and Purchase Option Single User License: US$ 3899
Five User License: US$ 4899
Corporate License: US$ 5899
Post-Sale Analyst Support 10-12 Weeks
Delivery Format PDF and Excel through Email (We can also provide the editable version of the report in PPT/Word format on special request)

Key Benefits for Stakeholders:

  • IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the toys market from 2018-2032.
  • The research study provides the latest information on the market drivers, challenges, and opportunities in the global toys market.
  • The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key country-level markets within each region.
  • Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the toys industry and its attractiveness.
  • Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.

Key Questions Answered in This Report

The global toys market was valued at US$ 183.0 Billion in 2023.

We expect the global toys market to exhibit a CAGR of 6.5% during 2024-2032.

The growing demand for educational toys to enhance the social, emotional, and academic development of the children is primarily driving the global toys market.

The sudden outbreak of the COVID-19 pandemic has led to the changing consumer inclination from conventional brick-and-mortar distribution channels towards online retail platforms for the purchase of toys.

Based on the product type, the global toys market can be categorized into action figures, building sets, dolls, games and puzzles, sports and outdoor toys, plush, and others. Among these, sports and outdoor toys hold the majority of the total market share.

Based on the age group, the global toys market has been segmented into up to 5 years, 5 to 10 years, and above 10 years. Currently, 5 to 10 years age group exhibits clear dominance in the market.

Based on the sales channel, the global toys market can be bifurcated into supermarkets and hypermarkets, specialty stores, department stores, online stores, and others. Among these, specialty stores currently represent the largest market share.

On a regional level, the market has been classified into North America, Europe, Asia-Pacific, Middle East and Africa, and Latin America, where North America currently dominates the global market.

Some of the major players in the global toys market include Clementoni Spa, Funskool Ltd., Hasbro Inc., Lego A/S (Kirkbi A/S), Mattel Inc., Playmobil (Brandstätter Group), Pressman Toy Corporation (Goliath B.V.), Simba Dickie Group, Spin Master, Talicor Inc., Thinkfun Inc. (Ravensburger North America Inc.), and Tomy Company Ltd.

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Toys Market Report by Type (Action Figures, Building Sets, Dolls, Games and Puzzles, Sports and Outdoor Toys, Plush, and Others), Age Group (Up to 5 Years, 5 to 10 Years, Above 10 Years), Sales Channel (Supermarkets and Hypermarkets, Specialty Stores, Department Stores, Online Stores, and Others), and Region 2024-2032
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