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.

The global toy market fell slightly to $114.8B in 2024, reducing by -1.6% against the previous year. The market value increased at an average annual rate of +1.8% over the period from 2012 to 2024; however, the trend pattern indicated some noticeable fluctuations being recorded in certain years. Over the period under review, the global market hit record highs at $132.4B in 2019; however, from 2020 to 2024, consumption remained at a lower figure.

The value of Australia's toy market grew by almost ********* between ********* and *********, making it the fastest-growing market worldwide. The U.S. ranked in second place with growth of ** percent, while the value of Brazil's toy market decreased by over *********.

The Science, Technology, Engineering, and Mathematics Toys (STEM) Toys market is growing at a CAGR of 7% during the forecast period. The 8–12 age group segment is expected to be the fastest-growing segment with a CAGR of over 7% during the forecast period. Artificial intelligence(AI) based Smart STEM toys are gaining popularity in the near future

The Online Children's Toy Sales industry has experienced remarkable growth, driven by shifts in consumer behavior and technological advancements. COVID-19 accelerated the adoption of e-commerce as families turned to online platforms for safer purchasing options. This surge cemented digital shopping's role in the market, offering both convenience and a wide range of products. As a result, the industry saw substantial revenue increases during 2020 and 2021, setting new benchmarks for performance. Coupled with rising parental interest in educational toys and innovative retail models like subscription boxes, the industry's trajectory has been significantly positive. Over the past five years, several key trends have shaped this upward movement. Parents have increasingly sought out toys that offered both educational value and entertainment. Products like STEM kits and interactive learning games have witnessed heightened demand as they provided cognitive benefits alongside fun activities. Additionally, subscription box models have revolutionized customer retention by ensuring ongoing engagement through personalized deliveries tailored to developmental stages. These factors collectively contributed to industry revenue rising at an estimated CAGR of 10.7% to $33.2 billion over the five years to 2024, including an anticipated increase of 4.6% in 2024 alone. Looking ahead to the next five years, certain trends are expected to continue driving growth albeit at a moderated pace compared with recent surges driven by the unique environment of COVID-19. Still, product innovation will encourage continued growth within the industry. Smart toys that combine play with technology with features like voice recognition, AI responses and app connectivity enhance learning and engagement, attracting parents concerned with cognitive development. Additionally, social commerce and influencer marketing will improve visibility and sales by integrating shopping within social media platforms. However, increased competition will temper this growth. The industry now faces slower expansion rates as early adopters are already engaged. Increased competition drives prices down and reduces profit margins, making sustained aggressive growth more challenging in the coming years. Still, industry revenue is expected to expand at an annualized rate of 3.6% to $39.7 billion over the five years to 2029.

Global Toys Market was valued at USD92.69 billion in 2020 and is expected to reach USD118.65 billion by 2026F with a CAGR of 4.47% during the forecast period. Toys Market Size, Share, Trend and Toys Market Analysis & Forecast 2026 By Product Type, By Distribution Channel, By Region, Competition Forecast & Opportunities, 2026

The Turkish toy market reached $791M in 2024, surging by 3.4% against the previous year. Overall, consumption, however, recorded pronounced growth. Toy consumption peaked at $1.2B in 2019; however, from 2020 to 2024, consumption stood at a somewhat lower figure.

For the third year in a row, the EU toy market recorded decline in sales value, which decreased by -2.1% to $11.7B in 2024. The market value increased at an average annual rate of +2.1% from 2012 to 2024; however, the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. As a result, consumption reached the peak level of $12.2B. From 2022 to 2024, the growth of the market remained at a lower figure.

In 2020, the sales revenue generated by the toy market in Brazil amounted to *** billion Brazilian reals. This represents a decline in relation to the previous year, when this Brazilian market's revenue surpassed **** billion reals.

Sales revenue on the German toy market amounted to *** billion euros in 2024. After a slump from 2006 to 2008, figures picked up annually during the next years. A noticeable increase was visible in 2020, most likely due to the COVID-19 pandemic and children remaining at home more. With the onset of digital devices and technology, the toy market has had to face its own set of challenges in retaining appeal for parents and children. Child’s play Plastic Toys and construction sets and models generated the largest revenue shares in the children's toys and game department in 2024. As in many other industries, the rapid rise of e-commerce and online shopping has influenced where consumers buy toys. While the internet does play a leading role, physical toy shops are still sought out by consumers. Spending on toys for babies and toddlers has fluctuated over the years, amounting to *** million euros in 2023. Fun and games Mattel is one of the most renowned toy brands for children and toddlers worldwide. Best known as the creators of the iconic Barbie doll, introduced in 1959, the company ranks among the largest toy manufacturers worldwide, trailing only LEGO, Bandai Namco, and Hasbro. Barbie quickly became a cultural phenomenon, symbolizing fashion, aspiration, and creativity for generations of children.

The global toys market size is expected to reach revenue of over $131 billion by 2025, growing at a CAGR of close to 4% during the forecast period. The outdoor and sports segment accounted for the largest revenue in 2019.

Between 2020 and 2025, toy manufacturing recorded an average annual decline in sales of 4.9%. This negative trend was primarily the result of increased competition from digital entertainment media such as electronic devices, video games and social platforms. Changes in the leisure behaviour of children and young people meant that traditional toys became increasingly less attractive. In addition, weak consumer sentiment, rising material costs and increased price pressure due to favourable imports, particularly in online retail, had a negative impact on industry development. In 2025, turnover is expected to fall by a further 3.9% to €3.5 billion. Innovations in licensed products and the growing market segment of adult toy buyers have opened up new potential. However, the market environment remains challenging, with margins remaining under pressure. The combination of ongoing price competition and high operating costs is forcing companies to improve their own efficiency and at the same time respond flexibly to increasing quality requirements and changing consumer preferences. While niche companies with target group-specific offerings are gaining in importance, start-ups and internet companies are providing innovative impetus with digitally networked toys. Many manufacturers are expanding their range to include digital, sustainable and licence-based products and investing in e-commerce. Innovative concepts, strict quality standards and a stronger brand presence, which also enable success in exports, are helping to open up new sources of revenue and strengthen international competitiveness. In the next five years, industry turnover is likely to grow moderately. The ongoing uncertainty surrounding international customs regulations and the strong pressure on margins mean that sales figures are expected to remain weak for the time being and only receive positive impetus again in the medium term. Between 2025 and 2030, average annual growth in industry sales of 0.8% is expected. This means that industry turnover is likely to rise to 3.6 billion euros by 2030. The toy industry will continue to be characterised by the growing importance of online retail, technological innovations and the focus on sustainable, high-quality products. In this dynamic market, innovation and adaptability remain key factors for sustainable success.

The global construction toys market, valued at approximately $XX million in 2025, is projected to experience steady growth, with a Compound Annual Growth Rate (CAGR) of 3.10% from 2025 to 2033. This growth is fueled by several key factors. Increasing parental awareness of the educational benefits of construction toys, fostering creativity, problem-solving skills, and spatial reasoning in children, is a significant driver. The rise in disposable incomes in developing economies, coupled with a growing preference for experiential learning over traditional methods, further contributes to market expansion. Furthermore, the continuous innovation in toy design, incorporating smart features and augmented reality elements, enhances the appeal of construction toys for children and their parents. The market's segmentation reflects this diversity, encompassing various toy types, price points, and age groups, catering to a broad consumer base. However, challenges exist, including the increasing cost of raw materials and potential fluctuations in global economic conditions which could mildly restrain growth. Leading players such as TOMY, Mattel, BANDAI NAMCO Holdings Inc., LEGO, Hasbro, and Spin Master are actively engaged in product diversification, strategic partnerships, and expansion into new markets to maintain their competitive edge. The market demonstrates a healthy blend of established brands leveraging their reputation and newer entrants introducing innovative designs and functionalities. Regional variations in market growth will be influenced by factors such as economic development, cultural preferences, and consumer spending habits. North America and Europe are currently expected to hold significant market share, although regions like Asia-Pacific are likely to show accelerated growth due to rapid economic expansion and a large, expanding child population. The forecast period of 2025-2033 anticipates consistent market expansion, although the actual rate may be subject to external economic variables and shifts in consumer preferences. Recent developments include: In November 2021, Mattel Inc., a global leader in kids' toys and games, launched a Celia Cruz Doll. Known as the 'Queen of Salsa,' Celia Cruz was one of the most popular Latin artists of the 20th century., In November 2021, Lego A/S launched the Ultimate Collector Series Star Wars AT-AT, comprising 6,785 pieces. The new collectible is meant for children and millennials keen on investing in unique toys and games., In 2020, Leading pop culture consumer products and toys company Funko launched 'Marvel Battleworld: Mystery of the Thanostones, a micro table gaming system. The company collaborated with animation production and comics house Marvel to engage their younger fans and adults with a new range of products and animation collaboration.. Notable trends are: Growing Demand of Constructive Toys & Games..

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 report forecast global Children'S Toy market to grow to reach xxx Million USD in 2019 with a CAGR of xx% during the period 2020-2025 due to coronavirus situation.

In 2024, the Spanish toy market decreased by -1.3% to $938M, falling for the second consecutive year after two years of growth. In general, the total consumption indicated a moderate expansion from 2012 to 2024: its value increased at an average annual rate of +2.7% 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 decreased by -4.4% against 2022 indices.

Game and toy manufacturers have performed resiliently in recent years in the face of rising import penetration and changing consumer tastes. Successful product developments to maintain interest from children and their parents have supported sales. Nevertheless, intense competition from imports has mitigated the effect of growing domestic demand. Revenue is expected to edge downwards at a compound annual rate of 0.4% over the five years through 2024-25 to £904.6 million. The collapse of major toy retailer Toys “R” Us in 2018 highlights some of the issues toy manufacturers face – most notably, competition from imports and video games has limited opportunities. Professional games have also come up against challenging operating conditions following the introduction of a £2.00 maximum bet on fixed-odds betting terminals in April 2019. After the COVID-19 outbreak, operational and supply chain disruption spurred a decline in output in 2020-21. However, resurgent interest in traditional toys and games sold via online platforms limited the extent of the slide. Game sales quickly rebounded in 2021-22, as gatherings resumed and pent-up demand drove a surge in sales. However, weak consumer discretionary spending during the cost-of-living crisis caused a major 22.6% drop in revenue in 2022-23. Revenue is expected to expand by 6.8% in 2024-25, aided by easing household spending pressures and growing wages. Revenue is forecast to climb at a compound annual rate of 8.1% over the five years through 2029-30 to reach £1.3 billion. Export growth is expected to continue supporting revenue, aided by trade arrangements between the UK and the EU being kept broadly similar. Economic uncertainty will likely dissipate in the medium term, helping domestic sales of toys and games by encouraging consumers to make more discretionary purchases. However, the uptick in sales is likely to continue to be offset by the high level of import penetration, which is expected to regain momentum in the medium term.

Global Learning And Educational Toys is segmented by Application (Adventure Tourism, Training for Astronauts, Entertainment, Research & Development, Education), Type (Parabolic Flights, Indoor Skydiving, Space Tourism, Virtual Reality Experiences, Zero-Gravity Simulators) and Geography(North America, LATAM, West Europe, Central & Eastern Europe, Northern Europe, Southern Europe, East Asia, Southeast Asia, South Asia, Central Asia, Oceania, MEA)

The wholesale market for toy and craft supplies has grown in recent years. In 2020, stay-at-home orders and higher disposable income pushed consumers to take on new hobbies, including games and crafts, which many have stuck with. However, unfavorable macroeconomic conditions, including elevated inflation and weakening disposable income, caused revenue growth to slow down. Wholesalers rely heavily on the distribution of imported products, enabling them to appeal to an increasingly price-conscious market. Heightened inflation drove consumers to buy more affordable, imported toys and craft materials, allowing demand for wholesalers to continue growing. More recently, distributors have benefited from companies stockpiling inventory amid the escalating trade conflict between the United States and major trading partners like China. These trends caused revenue to expand at an estimated CAGR of 0.3% to $58.4 billion through 2025, when revenue will climb an estimated 3.0%. Wholesalers, however, are being threatened by vertical integration trends. Large producers with manufacturing capabilities based abroad are increasingly offering distribution services. This influences the need for independent wholesalers as retailers can purchase directly from producers at a lower price, cutting distributors from the supply chain. Vertical integration trends have boosted price competition, pushing wholesalers to offer lower prices and harming profit. Similarly, the widespread adoption of digital distribution for video games has significantly weakened the need for wholesalers, as consumers can purchase video games directly from developers through their platforms or established partnerships. Wholesalers will continue growing over the coming years, although at a significantly lower rate. Continuous vertical integration trends will likely harm demand for wholesalers as retailers aim to buy products at the lowest price possible. Wholesalers will also continue to be threatened by consumers purchasing video games digitally, although demand for new consoles and accessories will somewhat protect wholesalers. Unstable trade conditions over the coming years will create an uncertain operating environment, threatening future performance. Revenue is set to rise at an estimated CAGR of 2.4% to $65.7 billion through 2030.

Global Educational Toys For Children is segmented by Application (Early learning, Cognitive skills, Motor skills, Problem-solving, Social skills), Type (STEM Toys, Puzzle Games, Building Blocks, Interactive Robots, Creative Arts) and Geography(North America, LATAM, West Europe, Central & Eastern Europe, Northern Europe, Southern Europe, East Asia, Southeast Asia, South Asia, Central Asia, Oceania, MEA)