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

Snapshot img

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 due to several key factors. The increasing personal disposable income and the rising middle-class population are driving market expansion. Additionally, the popularity of construction toys continues to rise, providing ample opportunities for market growth. Furthermore, the digital age has brought about a rise in the demand for digital games and e-games, which is another major trend In the toy industry. These factors, among others, are shaping the future of the market and making it an attractive investment opportunity. Adapting to changing consumer preferences and leveraging social media platforms for distribution can enhance market resilience. Amidst evolving dynamics, the toy industry remains vibrant, driven by a blend of traditional toy culture and the online gaming revolution. The market analysis report delves deeper into these trends and provides insights into the challenges and future outlook of the industry.

What will be the Size of the Toy Market During the Forecast Period?

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The market is a vibrant and dynamic industry, encompassing a diverse range of products and catering to various demographics. With the proliferation of websites, advertising, blogs, and publications, information about new releases, safety standards, and consumer behavior is readily accessible. Manufacturing processes incorporate design innovation, sustainability, and safety regulations, with certifications and eco-friendly materials gaining popularity. Associations and conventions foster collaboration and knowledge sharing among industry professionals. Demographics span from toddlers to adults, with culturally significant toys and subscription boxes catering to niche markets. Import/export, distribution, and wholesale channels ensure global accessibility. Product safety and licensing agreements are crucial considerations, while awards and buying guides help guide consumer decisions.

How is this Toy Industry segmented and which is the largest segment?

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

    Canada
    US


  Europe

    Germany
    UK
    France
    Italy


  APAC

    China
    India
    Japan


  South America

    Brazil


  Middle East and Africa

By Product Insights

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

The outdoor and sports toys segment dominates the market, driven by the growing health and fitness consciousness among parents. Outdoor toys, including play tents, pools, and airplanes, foster activities such as camping, hiking, and touring, addressing concerns over childhood obesity and inactivity. Additionally, the rise in sports participation among children fuels the demand for sports toys. Outdoor play offers numerous benefits, such as improved muscle health, lower BMI, and enhanced communication skills, further propelling market growth. Innovative packaging, promotional merchandise, collectibles, and educational board games are other significant segments, while eco-friendly materials, physical activity, and customer service remain key trends. Online purchasing, technological advancements, and increasing disposable income further influence market dynamics.

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The outdoor toys and dolls segment was valued at USD 34.30 billion in 2019 and showed a gradual increase during the forecast period.

Regional Analysis

North America is estimated to contribute 37% to the growth of the global market during the forecast period.

Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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The North American market is the largest global segment, accounting for significant market share and expected growth during the forecast period. The US dominates the region's toy industry, with Canada following closely. The Canadian market has experienced an uptick in demand for both affordable and premium toys. Mid-priced toys have shown restrained sales, resulting in increased discounts. Despite this, the market has seen a rise in sales volume due to the discounted offerings. Brain training cubes, cork and lockd

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 GCC toy market was finally on the rise to reach $1.5B in 2024, after two years of decline. The total consumption indicated a measured expansion from 2012 to 2024: its value increased at an average annual rate of +2.8% over the last twelve-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. The level of consumption peaked at $1.7B in 2021; however, from 2022 to 2024, consumption stood at a somewhat lower figure.

Explore the detailed segmentation analysis of the Connected Toys market. Understand detailed breakdown for each segment and uncover market opportunities.

According to Cognitive Market Research, the global Kids Toys market size is USD 60251.2 million in 2024 and will expand at a compound annual growth rate (CAGR) of 3.50% from 2024 to 2031.

North America held the major market of more than 40% of the global revenue with a market size of USD 24100.48 million in 2024 and will grow at a compound annual growth rate (CAGR) of 1.7% from 2024 to 2031.
Europe accounted for a share of over 30% of the global market size of USD 18057.36 million.
Asia Pacific held the market of around 23% of the global revenue with a market size of USD 13857.78 million in 2024 and will grow at a compound annual growth rate (CAGR) of 5.5% from 2024 to 2031.
Latin America market of more than 5% of the global revenue with a market size of USD 3012.56 million in 2024 and will grow at a compound annual growth rate (CAGR) of 2.9% from 2024 to 2031.
Middle East and Africa held the major market of around 2% of the global revenue with a market size of USD 1205.02 million in 2024 and will grow at a compound annual growth rate (CAGR) of 3.2% from 2024 to 2031.

Rising Disposable Income and Urbanization to Increase the Demand Globally

Growing disposable income encourages families to spend more on high-quality toys for their kids, particularly in developing countries. Due to the limited outside areas in cities, urbanization exacerbates this tendency, which makes families mostly rely on toys for inside enjoyment. Convenience and compact living are top priorities in urban lifestyles, driving demand for creative and entertaining indoor toys. Urbanization and rising disposable income are changing consumer tastes and placing a premium on indoor leisure options. As a result, the toy industry changed to meet these changing needs, emphasizing the production of engaging and instructive indoor toys that fit in with contemporary family life.

Increased Focus on Child Development to Propel Market Growth

Growing numbers of parents are realizing how important play is in helping their kids develop their social and cognitive abilities, which is why child development is receiving more and more attention. The increased demand for toys that support educational and developmental objectives in addition to providing entertainment is being driven by this understanding. Parents actively seek toys that promote social interaction, imagination, and creativity. In response, the industry offers an abundance of educational toys meant to foster different talents and improve cognitive abilities. This change reflects parents' increasing interest in holistic child development. It is driving the toy business to become more stimulating and educational, in line with the growing recognition of play as an essential component of early learning.

Growing popularity of toys based upon series or movie characters will propel market growth

Market Restraints of the Kids Toys Market

Safety Concerns to Limit the Sales

Parental concerns about their children's safety are a major factor in the toy industry. Tight rules and sporadic product recalls can greatly impact market dynamics. To alleviate these concerns, manufacturers must implement strong quality control procedures and strict adherence to safety regulations. Upholding safety regulations becomes crucial for maintaining customer confidence and guaranteeing market expansion. Businesses that put safety first and make it known to the public not only comply with regulations but also build a strong brand identity and become trusted suppliers in a market where buying decisions are largely influenced by parents' concerns about the safety of their children.

Impact of Covid-19 on the Kids Toys Market

The COVID-19 epidemic caused significant changes in the toy business for kids. Although there were initial production and supply chain logistical problems, lockdowns led to an increase in home-based activities, which in turn caused a boom in demand for the product. Toys that encouraged creativity and learning were more popular because parents were placing more value on educational materials and entertainment for their children to enjoy at home. The industry's digital shift was further accelerated by e-commerce becoming a dominating channel for toy purchasing. The growing importance of safety concerns influenced parents' decisions. The market for children's toys showed resilience by adjusting to cha...

The Asian toy market contracted to $47B in 2024, waning by -11.5% against the previous year. The total consumption indicated a tangible increase from 2012 to 2024: its value increased at an average annual rate of +3.7% over the last twelve years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Over the period under review, the market reached the peak level at $53.1B in 2023, and then reduced in the following year.

The India Toys Market is valued at USD 1.8 billion, driven by increasing disposable income among the middle-class population and a growing focus on early childhood education.

The Indian toy market shrank slightly to $10.1B in 2024, therefore, remained relatively stable against the previous year. Over the period under review, the total consumption indicated a measured increase from 2012 to 2024: its value increased at an average annual rate of +4.3% over the last twelve-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2024 figures, consumption increased by +1.1% against 2022 indices.

Snapshot img

Europe Toys Market Size 2025-2029

The Europe toys market size is forecast to increase by USD 10.39 billion, at a CAGR of 4.7% between 2024 and 2029.

European toys market is experiencing significant growth, driven by expanding product portfolios and increasing strategic alliances among key players. The market is witnessing a trend towards product premiumization, as consumers are willing to pay more for innovative, high-quality, and educational toys and games. This shift presents a lucrative opportunity for companies to differentiate themselves and capture a larger market share. However, the market is not without challenges. The availability of low-quality counterfeit toys and games product poses a significant threat to market growth. These products not only undermine the reputation of legitimate manufacturers but also put children's safety at risk. To navigate this challenge, companies must invest in robust intellectual property protection strategies and collaborate with regulatory bodies to ensure consumer safety. By staying ahead of these trends and addressing challenges effectively, companies can capitalize on the growing demand for toys in Europe and strengthen their market position.

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Toys have cultural significance and reflect societal values. They help children learn letters, numbers, and shapes, enhancing their educational growth. Furthermore, toys encourage social skills, such as sharing, cooperation, and emotional expression. The market is diverse and caters to various age groups and preferences. Action figures, dolls, and electronic devices appeal to older children, while building blocks, puzzles, and board games are popular among younger children. Educational toys, which focus on letters, numbers, and shapes, are essential for K-12 game-based learning, preschoolers and kindergarteners. Toys have a profound impact on children's development, providing opportunities for intellectual, emotional, and physical growth. They offer a fun and engaging way for children to learn and explore the world around them.

How is this market segmented and which is the largest segment?

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

Product

  Activity toys and accessories
  Soft toys and accessories
  Outdoor and vehicle toys
  Games and puzzles
  Others


Distribution Channel

  Specialty stores
  E-retailers
  Hypermarkets
  Department stores


Geography

  Europe

    Germany
    UK
    France
    Italy

By Product Insights

The activity toys and accessories segment is estimated to witness significant growth during the forecast period. In Europe, the toys market encompasses a wide range of products, including construction toys and activity toys. Construction toys, such as building blocks, construction vehicles, sets, and worker models, are primarily made of plastic, metal, or wood. These toys serve multiple purposes, acting as both enriching experiences and developmental tools for children. They foster critical thinking skills and problem-solving abilities, contributing to technological literacy. Meanwhile, activity toys, like frisbees, hula hoops, and other outdoor recreational items, promote physical activity and a healthy lifestyle. These toys are essential for children's overall development, particularly those aged above two.

The increasing awareness of health issues, such as childhood obesity, is driving the demand for outdoor and sports toys. Moreover, technological advancements are revolutionizing the toys industry, with the integration of augmented reality (AR) and virtual reality (VR) headset into digital play. These innovations provide children with interactive experiences, enhancing their learning and entertainment. In summary, the market caters to diverse needs, offering a mix of traditional and advanced toys that contribute to children's cognitive, physical, and social development.

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Market Dynamics

The Europe toys market is evolving with a focus on play safety, toy durability, and child development. Consumers prioritize eco-friendly toys, sustainable toy materials, and eco-conscious playthings, aligning with growing environmental awareness. Educational play sets, STEM learning toys, and sensory play tools enhance educational value, while interactive game systems and augmented reality toys drive digital engagement. Additionally ,the market continues to evolve, offering innovative and high-quality products that meet the changing needs and preferences of children and parents alike. In conclusion, the market is a dynamic and essential sector that plays a significant rol

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.

Snapshot img

Educational Toys Market Size 2024-2028

The educational toys market size is forecast to increase by USD 21.44 billion at a CAGR of 10.44% between 2023 and 2028.

The market is experiencing significant growth due to the increasing preference for tactile and interactive toys that foster end-user concentration. Trends include the rise of green toys, which are eco-friendly and free of harmful chemicals, and the integration of technology into toys to enhance learning experiences. These toys include construction sets made of materials like sugarcane, cardboard, and bamboo, as well as smart toys with embedded sensors and onboard electronics that add an element of intelligence and creativity. Caregivers and schools are increasingly turning to online retailers for convenient access to a diverse range of product lines. Whole Foods Market, for instance, has started selling educational toys in their stores. Toddlers benefit from toys that promote problem-solving and physical activity, while craft kits cater to the creative needs of older children.

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The market is experiencing significant growth, driven by various factors that cater to the evolving needs of parents, educators, and early childhood institutions. This sector is witnessing increased demand due to its focus on durability, safety, and the integration of technology to enhance learning experiences. Durability and Safety: Parents are increasingly prioritizing toys that can withstand rough play and last long. Manufacturers are addressing this need by using high-quality materials and strong designs. Safety is another crucial factor, with a growing emphasis on phthalate-free and BPA-free materials to ensure the well-being of children.
In addition, the distribution landscape for educational toys is evolving, with online channels gaining popularity. Parents and educators are turning to e-commerce platforms for convenience and access to a wider selection of products. Traditional brick-and-mortar stores continue to play a role, but their market share is shrinking as online sales grow. Product Sales: the market is benefiting from the shift towards remote learning and homeschooling due to lockdown restrictions. Parents are investing in toys that promote cognitive development, spatial skills, hand-eye coordination, imaginative skills, and social skills. These toys are designed to engage children in interactive learning experiences, making them an appealing choice for parents and educators.

How is this market segmented and which is the largest segment?

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

Age Group

  0-4 years
  4-8 years
  Above 8 years


Product

  Academic toys
  Cognitive toys
  Motor skill toys
  Other toys


Geography

  APAC

    China
    Japan


  North America

    US


  Europe

    Germany
    UK


  Middle East and Africa



  South America

By Age Group Insights

The 0-4 years segment is estimated to witness significant growth during the forecast period.

Children in the early learning age group are discovering the wonders of the world around them. At this stage, they require constant supervision from adults, daycare providers, or babysitters. Simultaneously, they are developing their motor skills, leading parents to invest in educational toys that foster cognitive development and enhance motor abilities. These toys include construction sets made of materials like sugarcane, cardboard, and bamboo, as well as smart toys with embedded sensors and onboard electronics that add an element of intelligence and creativity. Major companies catering to this segment are Mattel, Learning Resources, and Lego System. Their offerings include VTech's Learn & Play Smiles Learning Tablet and Snap-n-Learn Alphabet Alligators, which promote arts and crafts activities while teaching the ABCs.

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The 0-4 years segment was valued at USD 14.95 billion in 2018 and showed a gradual increase during the forecast period.

Regional Analysis

APAC is estimated to contribute 45% to the growth of the global market during the forecast period.

Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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The market in the Asia Pacific region is experiencing notable expansion over the coming years. Key contributors to this growth include countries such as China, India, Malaysia, and Australia. Factors fueling the market's advancement include an enhanced demographic landscape a

In 2024, the Portuguese toy market decreased by -12.3% to $208M for the first time since 2020, thus ending a three-year rising trend. Over the period under review, the total consumption indicated noticeable growth from 2012 to 2024: its value increased at an average annual rate of +4.3% over the last twelve-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period.

Snapshot img

Stuffed Animal Plush Toys Market Size 2024-2028

The stuffed animal plush toys market size is forecast to increase by USD 4.81 billion at a CAGR of 7.44% between 2023 and 2028.

The market is experiencing significant growth, driven by the increasing popularity of these toys on social media platforms. The digital age has transformed traditional playthings into viral sensations, with kids and adults alike sharing pictures and videos of their collections online. This social media buzz creates a strong demand for these toys, particularly among younger generations. Another key trend shaping the market is the rising preference for eco-friendly plush toys. Consumers are increasingly conscious of their environmental impact and are seeking sustainable alternatives to mass-produced, plastic toys. Eco-friendly plush toys, made from organic cotton, recycled materials, or other sustainable sources, are gaining traction In the market. Additionally, the high popularity of e-games and digital games has not diminished the appeal of physical toys. In fact, plush toys offer a welcome respite from the digital world, providing a tactile and comforting experience for children and adults alike. Companies seeking to capitalize on these trends should focus on offering eco-friendly, socially shareable plush toys to meet the evolving needs and preferences of their customers.

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The plush toys market, encompassing stuffed animals and soft toys, continues to experience strong growth, driven by several key factors. Rising disposable incomes worldwide have fueled increased demand for these comforting and collectible items. Social media platforms have become a significant marketing channel, enabling brands to reach consumers and generate buzz around new product releases. Gen Z individuals, in particular, have shown a strong affinity for plush toys, with occasions and events such as puppet shows, gift-giving, and anime character licensing driving sales. Product development In the market is ongoing, with innovations including sensors and germ-resistant materials.
The ecommerce industry's expansion has also played a role In the market's growth, enabling easy access to a wide range of plush toys, from action-figure versions to vintage cartoon characters. The market's size is substantial, with textile materials such as PP cotton and wool fabric commonly used in production. Regulations governing safety and quality are strict, ensuring that consumers receive high-quality, non-toxic products. The cat toy market represents a significant segment of the plush toys industry, with synthetic materials also gaining popularity due to their durability and ease of production.

How is this Industry segmented?

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

Product

  Cartoon toys
  Stuffed animals
  Action figures


Distribution Channel

  Offline
  Online


Geography

  North America

    US


  APAC

    China
    Japan


  Europe

    Germany
    UK


  South America



  Middle East and Africa

By Product Insights

The cartoon toys segment is estimated to witness significant growth during the forecast period. The global market experienced significant growth in 2023, with the cartoon toys segment leading the way. This segment's dominance can be attributed to the production and sale of soft toys modeled after popular cartoon characters from movies, TV shows, and animated series. These toys, typically made from plush materials such as synthetic fibers and textiles like PP cotton, are designed to be cuddly and appealing to children. The rising disposable incomes of consumers, particularly millennials and Generation Z individuals, have fueled demand for these toys as gifts and emotional support items. Additionally, the proliferation of social media platforms has facilitated the sharing of toy collections and created a culture of collectibles.

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The cartoon toys segment was valued at USD 4.3 billion in 2018 and showed a gradual increase during the forecast period.

Regional Analysis

APAC is estimated to contribute 31% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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The global market experienced significant growth in 2023, with North America leading the way due to increasing disposable incomes and the popularity of these toys among consumers. Stuffed toys, also known as plush toys or so

In China, the pop toy retailing market has witnessed a steady growth in the past few years, with the market size increasing from 10.8 billion yuan in 2017 to 34.5 billion yuan in 2021. The market size of the pop toy industry, as measured by retail value, was projected to reach 110.1 billion yuan in 2026 with the increasing popularity of pop toys in China.

Market Overview:

The Vietnam toys market size is projected to exhibit a growth rate (CAGR) of 5.20% during 2024-2032. The increasing awareness regarding the educational value and cognitive benefits of toys, rising middle-class population and increasing disposable income, the growing popularity of licensed toys, and the implementation of several stringent regulations by the government represent some of the key factors driving the market.

Toys refer to products designed and crafted with the primary objective of providing amusement, entertainment, and educational value to children. They are available in various types, including action figures, dolls, puzzles, building blocks, educational toys, electronic toys, board games, and remote-controlled toys, among others. Toys are manufactured from a variety of materials, such as plastic, wood, fabric, metal, and rubber. They are utilized in various applications, including cognitive development, motor skills enhancement, emotional development, social skills improvement, and sensory development. Toys aid in fostering creativity, improving concentration, enhancing problem-solving skills, promoting physical activity, and providing a source of comfort and security. They also offer several advantages, like versatility, durability, user-friendliness, safety, and affordability.

Vietnam Toys Market Trends:

The increasing awareness among parents regarding the educational value and cognitive benefits of toys is creating a positive outlook for the market growth. In line with this, the rising demand for educational and developmental toys is boosting the market growth. Along with this, the rising middle-class population and increasing disposable income in Vietnam, encouraging parents to spend more on high-quality and premium toys for their children is favoring the market growth. Besides this, the growing popularity of licensed toys and merchandise related to popular children's characters and franchises are acting as growth-inducing factors. Additionally, the proliferation of e-commerce platforms and online retailing, facilitating convenience and accessibility to a wide range of toys from across the globe, is stimulating the market growth. Furthermore, the implementation of several stringent regulations by the government to ensure the safety and quality of toys is driving the market growth. Apart from this, the rising production of eco-friendly and sustainable toys using non-toxic and environmentally friendly materials is positively impacting the market growth. In addition to this, the advent of smart toys, augmented reality (AR) toys, and interactive toys that incorporate artificial intelligence (AI) and the Internet of Things (IoT), providing an enhanced play experience for children, is creating a positive outlook for the market growth. In line with this, the widespread adoption of smart toys as they stimulate the child's cognitive abilities and creativity is supporting the market growth. Additionally, the increasing collaboration and partnerships between toy manufacturers and educational institutions in Vietnam to develop educational toys and learning materials are providing an impetus to the market growth. Along with this, the widespread adoption of promotional campaigns and advertising by toy manufacturers to create awareness and generate interest among consumers is offering remunerative growth opportunities for the market.

Vietnam Toys Market Segmentation:

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

Product Type Insights:

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

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.

Age Group Insights:

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

A detailed breakup and analysis of the market based on the age group have also been provided in the report. This includes up to 5 years, 5 to 10 years, and above 10 years.

Sales Channel Insights:

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

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, online stores, and others.

Regional Insights:

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• Northern Vietnam
• Central Vietnam
• Southern Vietnam
  

The report has also provided a comprehensive analysis of all the major regional markets, which include Northern Vietnam, Central Vietnam, and Southern Vietnam.

Competitive Landscape:

The market research report has also provided a comprehensive analysis of the competitive landscape in the market. Competitive analysis such as market structure, key player positioning, top winning strategies, competitive dashboard, and company evaluation quadrant has been covered in the report. Also, detailed profiles of all major companies have been provided. Some of the key players include:

• Canh Dieu Toys
• Cotec Plastic Corporation
• Dream International Limited
• Simba Toys Vietnam Limited (Simba Dickie Group)
• Viet Tinh Anh Toys
  

(Please note that this is only a partial list of the key players, and the complete list is provided in the report.)

Vietnam Toys Market Report Coverage:

According to Cognitive Market Research, The Global Stress Toy Market is Growing at Compound Annual Growth Rate (CAGR) of 5.60% from 2023 to 2030.

The demand for stress toys is rising due to the numerous strategies adopted by key participants.
Demand for roses remains higher in the Stress Toy market.
The online category held the highest Stress Toy market revenue share in 2023.
North America will continue to lead, whereas the European Stress Toy market will experience the most substantial growth until 2030.

Increase in Demand for Stress Toys among Youngsters to Provide Viable Market Output

The stress toy market is witnessing a significant surge in demand among youngsters. As young adults grapple with the pressures of modern life, stress toys have become a popular solution for relieving anxiety and tension. These tactile, soothing gadgets offer a convenient way to manage stress, providing physical and psychological release. Their growing popularity can be attributed to their effectiveness in promoting relaxation and aiding in concentration, making them a valuable tool for today's youth in coping with the challenges of their daily lives.

For instance, the total youth population expanded from 222.7 million in 1991 to 333.4 million in the year 2011 and is projected to acquire 371.4 million by 2021 and reduce to 345.5 million by 2036.

Various Strategies Adopted by Key Players to Propel Market Growth

Key players in the Stress Toy market employ several strategies to maintain a competitive edge. These include diversifying their product offerings to cater to diverse consumer preferences, expanding their distribution networks to reach new markets, implementing sustainable farming and production practices to appeal to environmentally conscious consumers, and leveraging e-commerce platforms to enhance their online presence and customer reach. These strategies help them stay ahead in this growing market.

For instance, in November 2022, Nintendo, a Japanese company, inaugurated its largest store in Osaka. Following locations in Tokyo and New York, this was the company's third official store and its largest in Japan.

Market Dynamics of Stress Toy

Competition from Other Stress-Relief Methods to Restrict Market Growth

Competition from other stress-relief methods poses a challenge to the stress toy market. Practices like mindfulness, meditation, and yoga offer holistic approaches to stress management, often seen as more effective than stress toys in addressing the root causes of stress. Stress toys should position themselves as complementary tools that provide quick relief and sensory distraction, highlighting their convenience and versatility alongside traditional stress-relief methods to maintain market relevance and appeal to a broader audience.

Impact of COVID–19 on the Stress Toy Market

The COVID-19 pandemic significantly impacted the stress toy market. Lockdowns and remote work increased stress levels, spurring demand. However, supply chain disruptions hindered production and distribution. Demand shifted towards online sales due to physical store closures. Businesses sought stress toys for remote employees. The pandemic accelerated mental health awareness, driving interest in stress relief products. While challenges emerged, the overall impact boosted market growth, as stress toys became essential tools for coping with the pandemic-induced stress and anxiety. Introduction of Stress Toy

The growth of e-commerce has significantly boosted the stress toy market. Online retail platforms have made stress relief products more accessible, allowing consumers to browse and purchase various stress toys easily. This convenience, along with the anonymity of online shopping, has driven demand. Moreover, e-commerce offers a platform for marketing and promotion, increasing consumer awareness. The ability to compare products and prices online has also encouraged purchases, making stress toys a popular choice for those seeking relief from the pressures of modern life.

For instance, in March 2023, LEGO Partnered Up With Amazon To Drop The First Ever LEGO Brand Days In India. The LEGO x Amazon collab is an exciting announcement for kids, adults, adults with kids, and everyone in between!

North America held the major market share in 2023 and accounted for a CAGR 4.0% and more than 39% of the global revenue from 2023 to 2030.

Over the past years, the smart toy industry in China saw a steady growth, with its market size amounting to around 23.52 billion yuan in 2023. The Chinese smart toy market is still at its early stage, but has a strong potential for growth.

The European toys market, valued at €40.25 billion in 2025, is projected to experience robust growth, exhibiting a Compound Annual Growth Rate (CAGR) of 4.7% from 2025 to 2033. This expansion is driven by several key factors. Firstly, rising disposable incomes across many European nations, coupled with a growing emphasis on early childhood development and experiential learning, fuels increased parental spending on toys. Secondly, the burgeoning e-commerce sector provides convenient access to a wider variety of toys, stimulating market growth. The market is segmented by product type, encompassing activity toys & accessories, soft toys & accessories, outdoor & vehicle toys, games & puzzles, and others. Distribution channels include specialty stores, e-retailers, hypermarkets, and department stores, each playing a significant role in market dynamics. Germany, the UK, France, and Italy represent key regional markets within Europe, contributing significantly to the overall market size. While the market faces restraints like fluctuating economic conditions and increasing competition from budget brands, the overall growth trajectory remains positive, fueled by innovation in toy design, incorporating educational and technological elements. Competitive dynamics within the European toy market are intense, with leading companies employing diverse strategies to maintain market share. This includes focusing on product differentiation through innovation, strategic partnerships to expand distribution networks, and leveraging digital marketing to reach target demographics. Industry risks include supply chain disruptions, fluctuations in raw material prices, and evolving consumer preferences. However, companies that successfully adapt to these challenges and cater to the evolving needs of consumers are well-positioned to capitalize on the growth opportunities within the European toy market. The forecast period of 2025-2033 promises continued expansion, shaped by demographic shifts, evolving consumer behaviour, and technological advancements in the toy industry. Analyzing these trends is vital for stakeholders aiming to thrive in this dynamic market.