The global toys and games market is witnessing expansion due to factors such as increased interest in green toys, the resurgence of traditional toys and video games, and awareness about the cognitive benefits of building toys. The rising popularity of mobile-based gaming and traditional recreational activities like construction sets and puzzles among younger generations also drive the market. The demand for dolls and STEM-based games and toys remains high due to their appeal to children and collectors, providing a valuable learning experience while being entertaining. The market is experiencing growth in tech-based toys, with sustainability and digitalization being key focus areas. Children's preferences are shifting from traditional toys to digital entertainment forms like video games, mobile apps, and virtual reality experiences. The electronic games category dominates the market with the largest revenue share, while the games and puzzles segment is forecasted to grow at the fastest rate. The 15 years and above age group recorded the largest market share, with the offline channel dominating the global market. However, the online distribution channel segment is estimated to grow rapidly. Mordor Intelligence™ Industry Reports provide statistics for the Toys and Games market share, size, and revenue growth rate, including a market forecast outlook and a historical overview. A sample of this industry analysis is available as a free report PDF download.

   Toys And Games Also Known As: Fun and Games, Kids' Toys, Children's Playthings

   Toys And Games Report Covers the Following Regions: NA, North America, North American, EU, Europe, European, APAC, Asia Pacific, Asian, SA, South America, South American, MEA, Middle East and Africa, Middle Eastern and African, MENA, Middle East, Middle Eastern, Africa, African

   Toys And Games Report Covers the Following Countries: USA, United States, US, Canada, Mexican, Mexico, ES, Spain, Spanish, UK, United Kingdom, British, DE, Germany, German, FR, France, French, IT, Italy, Italian, RU, Russia, Russian, China, Chinese, JP, Japan, Japanese, IN, India, Indian, AU, Australia, Australian, BR, Brazil, Brazilian, AR, Argentina, Argentine, ZA, South Africa, South African, SA, Saudi Arabia, Saudi

The global Toys and Games Market size is expected to reach USD 1,120.14 Billion in 2032 registering a CAGR of 4.7 %. Our report provides a comprehensive overview of the industry, including key players, market share, growth opportunities, and more.

Toys and Games Market size was valued at USD 305.43 billion in 2022, and is expected to grow from USD 319.79 billion in 2023 to a value of USD 461.78 Billion by 2031, at a CAGR of 4.7% over the forecast period (2024–2031).

Over the last two observations, the revenue is forecast to significantly increase in all segments. The trend observed from 2019 to 2029 remains consistent throughout the entire forecast period. There is a continuous increase in the revenue across all segments. Notably, the Construction Sets & Models segment achieves the highest value of **** billion U.S. dollars at 2029. Find further statistics on other topics such as a comparison of the revenue in Germany and a comparison of the revenue in Italy. The Statista Market Insights cover a broad range of additional markets.

The anticipated size of the global traditional toys and games market in 2022 was valued at US$ 93,847.9 million. One of the main factors boosting the global rise in the traditional toy sector is the increased acceptance of building toys among the adult children to improve their ability to learn. It is thus likely to have produced US$ 139,013 million by 2033, alongside a CAGR of 3.6% from 2023 to 2033.

Report Attribute	Details
Estimated Market Value (2022)	US$ 93,847.9 million
Expected Market Value (2023)	US$ 97,601.8 million
Projected Forecast Value (2033)	US$ 139,013 million
Anticipated Growth Rate (2023 to 2033)	3.6% CAGR

Report Scope

Report Attribute	Details
Growth Rate	CAGR of 3.6% from 2022 to 2032
Market value in 2023	US$ 97,601.8 million
Market value in 2033	US$ 139,013 million
Base Year for Estimation	2022
Historical Data	2018 to 2022
Forecast Period	2023 to 2033
Quantitative Units	US$ million for value
Report Coverage	Revenue Forecast, Volume Forecast, Company Ranking, Competitive Landscape, Growth Factors, Trends, and Pricing Analysis
Segments Covered	Product Type Material Age Group Sales Channel Region
Regions Covered	North America Latin America Europe Asia Pacific Middle East and Africa
Key Companies Profiled	Dream International Limited Hasbro, Inc. Jakks Pacific Inc. Mattel, Inc. Lego A/S BANDAI NAMCO Holdings Inc. LeapFrog Enterprises, Inc. Spin Master Corp Tomy Co., Ltd. Playmates Toys Limited Games Workshop Group PLC Kids Ii Inc. Madame Alexander Doll Company LLC Mega Brands Inc. Melissa & Doug Inc. Funskool (India) Limited Funko LLC K'NEX Brands, L.P. Ravensburger AG MGA Entertainment, Inc.
Customization & Pricing	Available on Request

Toys and Games Market Outlook

According to our latest research, the global toys and games market size reached USD 324.8 billion in 2024. The market is exhibiting a robust growth trajectory, with a recorded CAGR of 5.9% from 2025 to 2033. By the end of 2033, the toys and games market is forecasted to achieve a value of USD 549.2 billion. The primary growth factor propelling this market is the rising demand for educational and interactive toys, which foster cognitive and social development among children, accompanied by the increasing influence of digitalization and e-commerce on consumer purchasing patterns.

A significant driver behind the expansion of the toys and games market is the growing emphasis on early childhood education and development. Parents and educators are increasingly recognizing the importance of play-based learning, which has led to a surge in demand for educational toys and games designed to enhance critical thinking, problem-solving, and creativity in children. The proliferation of STEM (Science, Technology, Engineering, and Mathematics) toys and coding kits is a testament to this trend, as these products are engineered to make learning both engaging and effective. Additionally, the integration of technology into traditional toys, such as augmented reality (AR) and interactive electronic features, has further fueled consumer interest, creating a dynamic ecosystem that bridges physical and digital play experiences.

Another compelling growth factor is the rapid evolution of licensing and branding strategies within the industry. Major toy manufacturers are collaborating with popular entertainment franchises, movie studios, and gaming companies to launch themed action figures, dolls, and board games that resonate with both children and collectors. This trend is particularly evident in the success of movie tie-in toys and limited-edition collectibles, which drive repeat purchases and foster brand loyalty. Furthermore, the emergence of social media platforms and influencer marketing has amplified the visibility of new product launches, allowing brands to engage directly with their target audience and adapt swiftly to shifting consumer preferences.

The toys and games market is also benefiting from the expanding reach of e-commerce and omnichannel retailing. Online platforms have revolutionized the way consumers shop for toys, offering unparalleled convenience, a wider assortment of products, and access to global brands. The growth of digital marketplaces has enabled small and niche toy manufacturers to reach a broader audience, while innovations such as virtual try-ons, unboxing videos, and interactive product demos enhance the online shopping experience. Additionally, the adoption of advanced logistics and fulfillment solutions ensures timely deliveries, which is crucial during peak seasons like holidays and birthdays. This digital transformation has not only increased market penetration but also fostered greater price transparency and consumer empowerment.

From a regional perspective, the Asia Pacific region stands out as the fastest-growing market, propelled by rising disposable incomes, urbanization, and a burgeoning middle class in countries such as China and India. North America and Europe continue to dominate in terms of market share, driven by high consumer spending, established retail infrastructure, and a strong culture of gifting and play. Meanwhile, Latin America and the Middle East & Africa are witnessing steady growth, supported by demographic trends and increasing investments in retail and entertainment sectors. The combination of these factors ensures a vibrant and competitive global toys and games market landscape.

Product Type Analysis

The toys and games market is segmented by product type into action figures, dolls, board games, puzzles, building sets, outdoor and sports toys, educational toys, electronic toys, and others. Among these, action figures and dolls continue to command a significant share, driven by their association with popular med

The global revenue in the 'Toys & Games' segment of the toys & hobby market was forecast to continuously increase between 2025 and 2029 by in total **** billion U.S. dollars (+***** percent). After the tenth consecutive increasing year, the revenue is estimated to reach ****** billion U.S. dollars and therefore a new peak in 2029. Notably, the revenue of the 'Toys & Games' segment of the toys & hobby market was continuously increasing over the past years.Find further information concerning the average revenue per capita in the 'Toys & Games' segment of the toys & hobby market in Iceland and the revenue in the 'Toys & Games' segment of the toys & hobby market in China. The Statista Market Insights cover a broad range of additional markets.

Toys And Games Market was valued at USD 155.75 Billion in 2024 and is projected to reach USD 276.43 Billion by 2032, growing at a CAGR of 7.45% from 2026 to 2032.

Global Toys And Games Market Drivers

Rising Disposable Incomes: As disposable incomes increase, particularly in emerging economies, parents are more willing to spend on toys and games for their children. Technological Advancements: The integration of technology into toys and games, such as interactive gaming consoles, educational apps, and robotic toys, is driving market growth. Growing Emphasis on Early Childhood Development: Parents are increasingly recognizing the importance of early childhood development, leading to higher demand for educational toys and games.

Future Outlook and Projections for UAE Toys and Games Market on the Basis of Revenues in USD Billion, 2024-2029 The Netherlands toys and games market is projected to experience steady growth by 2029, driven by rising disposable incomes, increasing demand for educational toys, and the growing influence of e-commerce. The market is expected to exhibit a respectable CAGR during the forecast period.

UAE Toys and Games Market Segmentation What are the Regulations and Initiatives Which Have Governed the UAE Toys and Games Market: Which Industry Challenges Have Impacted the Growth for UAE Toys and Games Market

Australia Toys and Games Market is Segmented by Product Type (Action Figures and Figurines, Dolls and Plush, and More), by Age Group (0–3 Years, 3–8 Years, and More), by Distribution Channel (Specialty Toy Stores, Online Retail, and More), by Geography (New South Wales, Victoria, and More). The Market Forecasts are Provided in Terms of Value (USD) and Volume (Units).

Traditional Toys and Games Market valued at USD 9.63 Bn in 2025, is anticipated to reaching USD 12.17 Bn by 2032, with a steady annual growth rate of 3.4%.

Game and toy manufacturers have contended with numerous headwinds in recent years, ranging from the growing popularity of digital alternatives to fierce import competition from low-cost production countries like China. This has meant manufacturers looking to remain successful had to adapt and cater to shifting consumer needs, like offering educational toys to appeal to parents concerned with high electronic device usage. Revenue is expected to grow at a compound annual rate of 1.6% over the five years through 2025 to €12.9 billion, including a forecast hike of 2.2% in 2025. The tightening cost of living in the two years through 2023 resulted in cash-strapped individuals reining in spending to afford spiralling food and energy prices, hitting demand for games and toys. This also made cheaper games and toys from low-cost production countries more appealing, as they’re often priced lower than European-made games and toys. Another major cause for concern has been the rising popularity of video games, with ownership of electronic devices like smartphones and tablets picking up significantly, weighing on demand for traditional games and toys. Although these headwinds are set to persist over 2025, the cost-of-living crisis is loosening its grip on consumer finances thanks to higher interest rates doing their job to bring down inflation. Uncertainties will persist amid the US’s protectionist policies, but consumer sentiment will edge upwards in line with real household disposable income, driving demand and supporting the average industry profit margin, which is set to reach 9.9% in 2025. Revenue is forecast to climb at a compound annual rate of 8.1% over the five years through 2030 to €19.1 billion. Economic conditions are set to improve, with inflationary pressures easing and real disposable incomes continuing on their upwards trajectory. This will allow manufacturers to compete beyond price, focusing efforts on quality and developing eco-friendly lines. However, competition from digital alternatives will remain fierce as more children shift from traditional toys to more interactive mediums. The regulatory environment will also force manufacturers to adapt, calling for the use of sustainable materials following the introduction of the Ecodesign for Sustainable Products Regulation in 2024.

The average revenue per capita in the 'Toys & Games' segment of the toys & hobby market in Mexico was forecast to continuously decrease between 2025 and 2029 by in total *** U.S. dollars (-**** percent). After the third consecutive decreasing year, the average revenue per capita is estimated to reach ***** U.S. dollars and therefore a new minimum in 2029. Find further information regarding revenue in Canada and revenue growth in Canada. The Statista Market Insights cover a broad range of additional markets.

The Toys And Games Market size was valued at USD 341.1 Billion in 2023 and is projected to reach USD 458.01 Billion by 2032, exhibiting a CAGR of 4.3 % during the forecasts period. Toys and games are fundamental to childhood development and play, serving as tools for entertainment, education, and social interaction. Toys are objects designed for children to play with, ranging from simple blocks and dolls to complex electronic devices. They can be purely for fun or have an educational aspect, helping children develop motor skills, cognitive abilities, and social skills. Games, on the other hand, often involve structured play with rules and objectives, and can include board games, card games, and sports. Recent developments include: In June 2023, Mattel, Inc. announced a new collection of Barbie dolls inspired by the highly anticipated film release, Barbie. Barbie the Movie dolls have looks that fans will recognize from the film, representing the distinctive fashions of Barbie, Ken, and new characters. From their first-look costumes to the matching sets they wore in the movie; the collection recreates the Barbiecore and Ken-ergy persona from the feature film , In January 2023, Buffalo Games partnered with London-based indie games company Big Potato to distribute each other’s products in the UK and the U.S. Buffalo Games’ Chuckle & Roar line of toys and games will debut in the UK through Big Potato on Amazon and with a few select retail partners. .

In 2024, U.S. retail sales of toys in the United States amounted to an estimated ** billion U.S. dollars, a slight drop compared to the previous year. The toys and games market consists of total revenues generated through the sale of action figures, dolls, games and puzzles, plush toys, vehicles, and other toys. Toy Industry Play is a child's "work" and toys are the tools children use in play. Toys do more than entertain and keep children occupied. Properly chosen, they should aid a child's physical, mental, social, and emotional development. Play is universally recognized as a vital part of learning and growing and, because toys are such an important ingredient of play, they are invaluable to a child's development into a mature, confident adult.No less today than through the history of civilization, toys reflect the times and cultures and provide children with the tools that help them relate to the world in which they live. Today's toy manufacturers keep pace with the rapidly changing world and provide youngsters with correspondingly appropriate playthings for their enjoyment and to challenge their creativity and imagination. Video games Toy and game market growth is being fueled by video, console, and computer games, with the industry also benefiting from a growing adult consumer base as this group takes a greater interest in games as a popular leisure pursuit. Video game industry leaders are focusing their marketing efforts on teenagers and adults, with young children no longer being considered the industry’s main target demographic.

Toys and Games Market is expected to reach from USD 313.7 billion in 2022, to USD 467.1 billion in 2030, registering a CAGR of 5.1% over the forecast period.

The revenue ranking in the 'Toys & Games' segment of the toys & hobby market is led by the United States with ***** billion U.S. dollars, while China is following with ***** billion U.S. dollars. In contrast, the Nigeria is at the bottom of the ranking with **** billion U.S. dollars, showing a difference of ***** billion U.S. dollars to the United States. Find other insights concerning similar markets and segments, such as a ranking of subsegments in North America regarding revenue in the Toys & Hobby market as a whole and a ranking by country regarding revenue in the musical instruments segment of the toys & hobby market. The Statista Market Insights cover a broad range of additional markets.

The Analysis of the Japan Toys and Games Market Report is Segmented by Product Type (Electronic Games, Outdoor & Sports Toys, Dolls and Accessories, Games & Puzzles, and Other Product Types); and by Distribution Channel (Supermarkets/Hypermarkets, Specialty Stores, Online Retail Stores, and Other Distribution Channels). The Report Offers the Market Size in Value Terms in USD for all the Above-Mentioned Segments.

Discover key trends shaping Global Toys and Games Market, size at USD 324.5 billion in 2023 showcasing growth opportunities.