United States Toys Market was valued at USD 27.89 Billion in 2024 and is anticipated to grow USD 36.85 Billion by 2030 with a CAGR of 4.75%.

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

Toy Collectibles Market size was valued at USD 19.2 Billion in 2023 and is projected to reach USD 45.2 Billion by 2031, growing at a CAGR of 10.6% during the forecast period 2024-2031.

Global Toy Collectibles Market Drivers

The market drivers for the Toy Collectibles Market can be influenced by various factors. These may include:

Increasing Popularity of Retro and Vintage Toys: The resurgence of interest in retro and vintage toys is a significant driver in the toy collectibles market. Collectors and enthusiasts are increasingly drawn to toys that evoke nostalgia, appealing to both adult collectors and younger generations discovering these items for the first time.

Rise of Online Marketplaces and Auctions: The advent of online marketplaces and auction sites has revolutionized the way collectors acquire toys. Platforms like eBay and specialized collectors’ websites offer unprecedented access to a global audience, allowing collectors to buy, sell, and trade items.

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Toy Market Size 2025-2029

The toy market size is forecast to increase by USD 28.3 billion, at a CAGR of 4.4% between 2024 and 2029.

The market is experiencing significant growth driven by increasing personal disposable income and the expanding middle-class population worldwide. This economic trend is fueling demand for various toy categories, particularly construction toys that foster creativity and skill development. Additionally, the growing popularity of digital games and e-games signifies a shift towards interactive and technology-driven play experiences. Companies in the toy industry must capitalize on these trends by offering innovative and engaging products that cater to both traditional and digital play preferences. However, challenges persist in the form of intensifying competition and evolving consumer expectations. With numerous players in the market, companies must differentiate themselves through unique offerings and effective marketing strategies.
Furthermore, keeping up with the latest technological advancements and consumer preferences is crucial to remain competitive and meet the demands of tech-savvy consumers. Adapting to these market dynamics requires a strong focus on innovation, agility, and customer engagement. By staying attuned to these trends and challenges, toy companies can capitalize on opportunities and navigate the competitive landscape effectively.

What will be the Size of the Toy Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
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The market continues to evolve, with dynamic market dynamics shaping various sectors. Toddler toys, for instance, experience seasonal demand driven by holidays and birthdays. Price points vary, with supply chain management playing a crucial role in ensuring affordability and timely delivery. Toy safety regulations are a constant concern, with ongoing discussions around battery life and material sourcing. Brand loyalty is a significant factor, with consumers often returning to trusted brands for creative toys and educational products. Toy libraries and rentals offer cost-effective solutions for families, while product design continues to push boundaries with interactive and solar-powered toys.

Intellectual property and licensing agreements shape the landscape for action figures, collectible toys, and character merchandise. E-commerce platforms and social media marketing have transformed retail channels, with influencer marketing and online sales driving growth. Building blocks and arts & crafts supplies cater to the creative sector, while ride-on toys and outdoor toys cater to active children. Ethical sourcing and sustainable practices are increasingly important, with consumers demanding transparency in material sourcing and distribution networks. The product lifecycle is a continuous process, with new trends emerging and evolving, from plastic toys and fabric toys to metal toys and electronic toys.

How is this Toy Industry segmented?

The toy industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Product

  Outdoor toys and dolls
  Building sets and puzzles
  Action figures and vehicles
  Others


Distribution Channel

  Offline
  Online


Age Group

  Infants and toddlers
  Kids
  Teenagers


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    UK


  APAC

    China
    India
    Japan


  South America

    Brazil


  Rest of World (ROW)

By Product Insights

The outdoor toys and dolls segment is estimated to witness significant growth during the forecast period.

The market encompasses a wide range of products, including preschool toys, educational toys, role-playing games, interactive toys, video games, card games, outdoor toys, wooden toys, battery-operated toys, solar-powered toys, hot wheels, licensing agreements, action figures, fabric toys, soft toys, arts & crafts supplies, distribution networks, metal toys, retail channels, ethical sourcing, toy cars, indoor toys, baby toys, product lifecycle, toddler toys, price points, supply chain management, toy safety regulations, battery life, brand loyalty, toy libraries, product design, plastic toys, creative toys, seasonal demand, intellectual property, material sourcing, e-commerce platforms, building blocks, stuffed animals, toy fairs, social media marketing, influencer marketing, ride-on toys, collectible toys, plush toys, remote control cars, online sales, electronic toys, teen toys, and school-age toys.

The outdoor and sports toys and dolls segment dominates the market due to the growing health consciousness among parents. This segment

The revenue ranking in the 'Toys & Games' segment of the toys & hobby market is led by the United States with 40.11 billion U.S. dollars, while China is following with 18.25 billion U.S. dollars. In contrast, the Nigeria is at the bottom of the ranking with 0.48 billion U.S. dollars, showing a difference of 39.63 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.

United States Toys Market size was valued at 36.24 USD Billion in 2024 and is projected to reach 54.6 USD Billion by 2030, growing at a CAGR of 5.80% during the forecast period 2024-2031.

United States Toys Market Drivers

The market drivers for the United States Toys Market can be influenced by various factors. These may include:

Smart Toys: The incorporation of technology, such as artificial intelligence (AI), virtual reality (VR), and augmented reality (AR), into toys has greatly enhanced their allure. Toys with these technologies that are interactive and educative are especially well-liked.

STEM toys: Parents' desire to provide their children educational benefits through play has led to a strong demand for toys that support science, technology, engineering, and mathematics (STEM) education.

Popular Franchises: Toys that are based on well-known films, TV series, video games, and characters (like Disney, Marvel, and Star Wars) sell a lot. Major entertainment firms' licencing arrangements guarantee a continuous supply of innovative, appealing items.

Brand Loyalty: Well-known and reputable toy companies, such as Hasbro, Mattel, and LEGO, have devoted fan bases that support steady demand.

Trends in Consumer Behaviour: Collectible toys are becoming more and more popular, and they frequently appeal to collectors of all ages. Limited-edition toys and Funko Pop figures are examples of items that evoke a sense of urgency and exclusivity.

Sustainability: Demand for eco-friendly and sustainable toys is being driven by rising consumer awareness of environmental issues. In response, businesses are producing toys from renewable or recycled materials.

Financial Elements: Families with larger disposable incomes are able to spend more on toys and other luxuries. Toy sales are positively impacted by economic prosperity and stability.

Seasonal Sales: Around holidays like Christmas and other occasions when gifts are exchanged, seasonal sales have a significant impact on the toy industry.

Innovations in Retail: More toys are now accessible due to the emergence of online shopping platforms. Customers may quickly identify special products, compare prices, and read reviews thanks to e-commerce.

Omni-channel retailing: To improve customer convenience, retailers are progressively implementing omni-channel strategies that combine online and physical shopping experiences.

Population Growth: The demand for toys is directly increased when the number of children in the target age range rises.

Parental Involvement: Today's parents take a greater interest in the growth and education of their kids, frequently looking for toys with developmental and educational value.

Influencers and Reviews: Consumer preferences and toy sales are greatly influenced by social media influencers, YouTube unboxing videos, and reviews.

User-generated Content: Users can share their experiences with toys on websites like Instagram and TikTok, which naturally leads to marketing opportunities.

The global toy market size was valued USD 305.81 billion in 2022 and is expected to increase to USD 391.62 billion by 2030 at a CAGR of 3.14%.

The Report Covers Global Connected Toys Market Growth & Industry Trends and It is Segmented by Type (Smartphone Connected Toys, Console Connected Toys, and Tablet Connected Toys) and Geography (North America, Europe, Asia-Pacific, and the Rest of the World). The Market Size and Forecasts are Provided in Terms of Value (USD) for all the Above Segments.

The Smart Toys Market is Segmented by Interfacing Device (Smartphone-Connected, Tablet-Connected, Console/Other-connected), Technology(Wi-Fi, Bluetooth, and NFC/RFID and Others), Distribution Channel (Online Stores, Specialty and Convenience Stores), and Geography.

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 Scope

Construction Toys Market was valued at $13.39 B in 2023, and is projected to reach $USD 23.81 B by 2032, at a CAGR of 6.60% from 2023 to 2032.

From the selected regions, the ranking by revenue in the toys & hobby market is led by China with **** billion U.S. dollars and is followed by the United States (**** billion U.S. dollars). In contrast, the ranking is trailed by Pakistan with *** billion U.S. dollars, recording a difference of **** billion U.S. dollars to China. Find other insights concerning similar markets and segments, such as a ranking by country regarding revenue in the musical instruments segment of the toys & hobby market and a ranking of subsegments in Europe regarding revenue in the Toys & Hobby market as a whole. The Statista Market Insights cover a broad range of additional markets.

In fiscal year 2023, the toy market in Japan was valued at over one trillion Japanese yen. This represented an increase from about 953 billion yen in the previous fiscal year. Domestic toy production demonstrated an upward trend in recent years, with manufacturers exploring current trends and integrating new technology in their merchandise to expand the market. Toy segments Manufacturers in Japan produce a variety of goods directed at children and adults alike, ranging from wooden blocks over plastic models to electronic smart toys. Apart from educational toys directed primarily at young children, major segments include collectibles targeting adolescents and adults. Items commonly collected in Japan include figurines, models, and trading cards, with licensors and licensees of popular characters releasing standard and limited-edition merchandise regularly. Toy trends The Japanese toy market is a steadily changing market influenced by thriving trends in popular culture, with the animation industry regularly inspiring new merchandise after a series’ broadcast. In particular, dolls, figurines, and plastic models are commonly based on characters in anime and manga series, with fandoms contributing to the success of collectible character goods.

The North America toys market size reached a value of approximately USD 33.59 Billion in 2024. The market is expected to grow at a CAGR of 3.40% between 2025 and 2034, reaching a value of USD 46.93 Billion by 2034.

Toys Market Outlook

According to our latest research, the global toys market size reached USD 110.3 billion in 2024. The market is expected to register a robust CAGR of 4.7% during the forecast period, propelling the market value to approximately USD 167.6 billion by 2033. This sustained growth is primarily driven by rising disposable incomes, increased demand for educational and interactive toys, and a strong shift towards licensed and branded merchandise. The toys industry continues to benefit from evolving consumer preferences, technological integration, and expanding online retail channels, which collectively enhance market penetration and accessibility worldwide.

The growth trajectory of the toys market is underpinned by a confluence of demographic, technological, and cultural factors. The global rise in birth rates, particularly in emerging economies, is expanding the consumer base for toys, while urbanization and dual-income households are increasing spending power and willingness to invest in premium and educational toys. The growing recognition of play as an essential component of early childhood development has fueled demand for toys that foster cognitive, social, and physical skills. Moreover, parents are increasingly seeking products that combine entertainment with learning, leading to a surge in demand for STEM-focused and educational toys. The integration of technology, such as AI-enabled and app-connected toys, is further enhancing the appeal of toys across various age groups, driving both repeat purchases and higher average transaction values.

Another significant growth factor in the toys market is the proliferation of licensed merchandise and character-based toys, driven by global entertainment franchises and blockbuster movies. The synergy between the entertainment industry and toy manufacturers has resulted in innovative product lines that capture the imagination of children and collectors alike. Seasonal and event-driven demand, such as during holidays and movie releases, creates periodic spikes in sales, encouraging manufacturers to diversify their portfolios and invest in marketing. Additionally, the expansion of e-commerce platforms has revolutionized distribution, enabling brands to reach a broader audience and provide personalized shopping experiences. Online channels also facilitate the rapid introduction of new products and exclusive launches, further stimulating market growth.

Sustainability and safety have emerged as pivotal considerations shaping the toys market. Consumers and regulators are increasingly focused on the environmental impact of toys, prompting manufacturers to adopt eco-friendly materials, recyclable packaging, and ethical production practices. The demand for non-toxic, BPA-free, and biodegradable toys is rising, particularly among environmentally conscious parents. In parallel, stringent safety standards and certifications are influencing product design and manufacturing processes, ensuring compliance and building consumer trust. These trends are not only reshaping supply chains but also opening new avenues for innovation and differentiation within the toys industry.

Regionally, the Asia Pacific region is poised to dominate the toys market, driven by its large and youthful population, rapid urbanization, and rising middle-class incomes. North America and Europe continue to represent mature markets characterized by high per capita spending, established brands, and a strong culture of gifting. Latin America and the Middle East & Africa are emerging as growth frontiers, supported by improving economic conditions and increasing retail penetration. The interplay of local cultural preferences, regulatory environments, and digital adoption rates will continue to shape regional dynamics and market opportunities throughout the forecast period.

Product Type Analysis

The toys market is highly diversified by product type, with each segment catering to distinct consumer preferences and developmental needs. Action figures and <b&

United States toys market size reached USD 42.8 billion in 2024 and is projected to reach USD 56.9 billion in 2032, expanding at a CAGR of 3.6% from 2025-2032

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.

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Smart Toys Market Size 2024-2028

The smart toys market size is forecast to increase by USD 7.39 billion at a CAGR of 17.61% between 2023 and 2028. The market is experiencing significant growth due to the increasing digital engagement of tech-savvy youngsters. Interactive games and educational robots are gaining popularity as they offer unique learning experiences. Advanced technologies such as Radio-Frequency Identification (RFID) and Near Field Communication (NFC) are being integrated into toys, enabling offline and online interactions. The adoption of STEM toys for children's skills enhancement is another driving factor. However, the high availability of substitutes may pose a challenge to market growth. Companies must focus on innovation and providing value-added features to maintain a competitive edge. This market analysis report provides an in-depth examination of these trends and challenges, offering insights into the future growth prospects of the smart toys industry.

Market Analysis

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The market is witnessing significant growth as technology continues to play a pivotal role in children's education. These innovative toys integrate science, technology, engineering, and mathematics (STEM) concepts into play, making learning fun and engaging. Smart toys are not just toys; they are interactive devices designed to stimulate creativity and critical thinking skills. They use various technologies like robotics, AI algorithms, and IoT to create lucrative experiences.

Moreover, one of the most popular trends in the market is education-based toys. Companies like Fisher-Price and Mattel Creations Virtual have introduced AI-powered toys that teach STEM content through gamification. For instance, Fisher-Price's Brown Toy Box series uses cause-and-effect interactions to help children understand basic concepts in science and math. Similarly, Smartgurlz offers robotics kits that allow girls to build and code their own robots. Another trend is the integration of blockchain technology into smart toys. Companies like Velan Studios and Rarible are developing digital collectibles that can be bought, sold, and traded on the blockchain. This not only adds a new layer of excitement to play but also introduces children to the concept of digital ownership and transactions.

Further, the middle class family population is a significant target demographic for smart toys. Parents are increasingly looking for ways to provide their children with high-quality educational experiences at home. Smart toys offer an affordable and convenient solution, allowing children to learn while having fun. In conclusion, the market is witnessing rapid growth as technology continues to transform the way children learn. Education-based toys, gamification, and blockchain integration are some of the key trends driving this growth. Smart toys provide an engaging and interactive way for children to learn STEM concepts, making them an essential tool for modern education.

Market Segmentation

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

Technology

  Wi-Fi
  Bluetooth
  Others


Distribution Channel

  Offline
  Online


Geography

  North America

    US


  Europe

    Germany
    UK


  APAC

    China
    Japan


  Middle East and Africa



  South America

By Technology Insights

The wi-fi segment is estimated to witness significant growth during the forecast period. In the realm of modern education and entertainment, the market for smart toys integrating Artificial Intelligence (AI) is experiencing substantial growth. These innovative toys, which incorporate elements of Science, Technology, Engineering, and Math (STEM), are designed to engage and educate children in a fun and interactive way. One notable example is SmartGurlz, a line of AI-driven dolls that teach coding and programming skills. Wi-Fi connectivity is a fundamental aspect of these smart toys, enabling high-speed data transmission within a confined area. Wi-Fi's extensive coverage and swift data transfer capabilities surpass those of Bluetooth and Near Field Communication (NFC), making it the preferred choice for smart toys.

However, this Internet connectivity poses potential privacy concerns. Once connected, smart toys collect and transmit data to manufacturers or developers, raising questions about data security and privacy. As the demand for AI-infused smart toys continues to escalate, it is essential for parents and educators to prioritize online safety and privacy. Implementing strong passwords, limiting data access, and regularly updating software are some effective measures to ensure the protection of personal information. However, it is crucial to address privacy concerns and en

The segment has been evaluated, and its growth has been forecasted through time reflecting the amount it will take to cross from USD 61.7 billion in 2025 to USD 152.8 billion by 2034 at a reliable rate of 9.44% Annual Compound Growth Rate (CAGR).

Country-wise Analysis

Competitive Outlook

"Outdoor and sports toys" made up the leading toy category in the United States, generating estimated category sales of *************** billion U.S. dollars in 2023. As such, the category accounted for a considerable share of U.S. retail sales of toys that year. Toy industry worldwide The global toy market is a *** billion-dollar-industry. Notable players within the worldwide toy market include Japanese toy manufacturer Bandai Namco, Danish company LEGO, Hasbro, Mattel, and others. For years now, LEGO consistently took the top spot, with more than **** billion U.S. dollars in global revenues generated in its most recent financial year. Leading toy importers When it came to the import of toys, games and sport requisites worldwide, one country stuck out far above the rest: the United States. In 2022, the U.S. imported just over ** billion U.S. dollars' worth of these goods. In comparison, Germany, which ranked second that year, accounted for an import value of just over ** billion U.S. dollars for toys, games, and sport requisites.