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

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% till 2032

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.

Major Market Trends & Insights

By Product - Activity toys and accessories segment was valued at USD billion in 
By Distribution Channel - Specialty stores segment accounted for the largest market revenue share in 

Market Size & Forecast

Market Opportunities: USD 0.00 billion
Market Future Opportunities: USD 10.39 billion 
CAGR : 4.7%

Market Summary

The European toys market exhibits a dynamic business landscape, with continuous shifts and evolutions in consumer preferences and industry trends. According to recent market studies, the European toy industry reached a value of approximately €25 billion in 2020, representing a substantial portion of the global market share. Notably, educational toys and games have gained significant traction, with sales increasing by around 10% year-on-year. This growth can be attributed to the increasing focus on early childhood development and the integration of technology into educational products. Additionally, the market has seen a rise in strategic collaborations and partnerships, with companies expanding their product portfolios to cater to diverse consumer needs and preferences. Despite these positive developments, the market faces challenges, including the availability of low-quality counterfeit products and the increasing competition from digital entertainment. Nonetheless, the European toys market continues to offer ample opportunities for growth and innovation.

What will be the size of the Europe Toys Market during the forecast period?

Get Key Insights on Market Forecast (PDF) Request Free SampleThe European toys market exhibits a steady expansion, with current sales accounting for approximately 20% of the global market share. This figure underscores the market's significance and its continuous growth. Looking ahead, the market is projected to expand by over 5% annually, outpacing the overall economic growth. A comparison of key performance indicators reveals an intriguing trend. In 2020, e-commerce sales accounted for 15% of the total European toys market, a figure that is expected to reach 20% by 2025. Meanwhile, traditional brick-and-mortar stores accounted for 85% of sales in 2020, with a projected decline to 80% by 2025. This shift in sales channels underscores the increasing importance of digital marketing and e-commerce strategies for toys businesses.

How is this Europe Toys Market segmented?

The toys in europe 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. ProductActivity toys and accessoriesSoft toys and accessoriesOutdoor and vehicle toysGames and puzzlesOthersDistribution ChannelSpecialty storesE-retailersHypermarketsDepartment storesPrice RangeBudgetMid-rangePremiumMaterial TypePlasticWoodElectronicTechnologySmart ToysTraditionalGeographyNorth AmericaUSCanadaEuropeFranceGermanyItalySpainUKMiddle East and AfricaUAEAPACChinaIndiaJapanSouth KoreaSouth AmericaBrazil

By Product Insights

The activity toys and accessories segment is estimated to witness significant growth during the forecast period.

The European toys market encompasses a diverse range of products, including action figures, virtual reality toys, and construction toys. Action figures represent a significant segment, with production centered around creating intricately detailed figurines based on characters from movies, television shows, and comic books. Virtual reality toys, meanwhile, merge technology and play, offering immersive experiences for children. In terms of distribution channels, traditional retail outlets remain prominent, while e-commerce platforms are gaining traction. Remote control technology, a common feature in various toy categories, continues to evolve, enhancing the play experience. Quality control testing is a crucial aspect of the industry, ensuring the safety and durability of toys. Retail toy sales are driven by factors such as consumer preferences, marketing strategies, and regulatory compliance. Toy packaging materials, such as sustainable and eco-friendly options, are becoming increasingly important. Interactive toy elements, including electronic components and digital toy platforms, are popular among children. Children's toy design prioritizes safety, creativity, and educational value. Battery-powered toys, a significant portion of the market, undergo rigorous safety testing. Toy lifespan assessment and sustainability are key considerations, with an emphasis on extending the life of toys and reducing waste. Toy safety standards are stringent, with regulations governing materials, manufacturing processes, and marketi

The Global Educational Toys Market Report is Segmented by Product Type (Building & Construction and More), by Technology Integration (Non-Electronic Traditional Toys and More), by Age Group (0-4 Years, 5-8 Years, and More), by Material (Conventional Plastics and More), by Distribution Channel (Supermarkets/Hypermarkets, Specialty Stores, and More), and by Geography. The Market Forecasts are Provided in Terms of Value (USD).

With a market share of *** percent, Pop Mart ranked first among leading art toy players in China in 2022. The Danish toy manufacturing giant Lego ranked second with about *** percent of the market.

For the third consecutive year, the global toy market recorded decline in sales value, which decreased by -1% to $115.6B in 2024. 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 throughout the analyzed period. Over the period under review, the global market hit record highs at $132.4B in 2019; however, from 2020 to 2024, consumption failed to regain momentum.

Global Toys market size 2021 was recorded $155.699 Billion whereas by the end of 2025 it will reach $183.1 Billion. According to the author, by 2033 Toys market size will become $253.219. Toys market will be growing at a CAGR of 4.136% during 2025 to 2033.

The smart/AI toy market is anticipated to experience remarkable growth, with a promising compound annual growth rate (CAGR) of 14.20%. Distinguished industry pundits have predicted that by 2034, the market could soar to an astounding valuation of US$ 8,461.20 million, depicting a substantial upsurge from its present value of US$ 2,248.70 million in 2024.

Attributes	Details
Smart/AI Toy Market Size, 2024	US$ 2,248.70 million
Market Size, 2034	US$ 8,461.20 million
Value CAGR (2024 to 2034)	14.20%

Category-wise Insights

Attributes	Details
Product Type	3 to 8 Years
Market share in 2024	38.20%

Attributes	Details
By Distribution Channel	Online Retailer
Market Share in 2024	42.1%

Country-wise Insights

Countries	CAGR from 2024 to 2034
United States	11.00%
China	14.70%
Germany	9.60%
Japan	8.90%
Australia	17.70%

Global Smart/AI Toy Market Report Scope

Attribute	Details
Estimated Market Size (2024)	US$ 2,248.70 million
Projected Market Size (2034)	US$ 8,461.20 million
Anticipated Growth Rate (2024 to 2034)	14.20%
Forecast Period	2024 to 2034
Historical Data Available for	2019 to 2023
Market Analysis	US$ million or billion for Value and Units for Volume
Key Regions Covered	North America, Latin America, Europe, Middle East & Africa (MEA), East Asia, South Asia and Oceania
Key Countries Covered	United States, Canada, Brazil, Mexico, Germany, Spain, Italy, France, United Kingdom, Russia, China, India, Australia & New Zealand, GCC Countries, and South Africa
Key Segments Covered	Product Type and Application
Key Companies Profiled	Mattel, Inc. Hasbro, Inc. Sphero Anki WowWee Group Limited Blue Frog Robotics Pai Technology Elemental Path.
Report Coverage	Market Forecast, Company Share Analysis, Competition Intelligence, DROT Analysis, Market Dynamics and Challenges, and Strategic Growth Initiatives

The United Kingdom toys market reached a value of approximately USD 3.91 Billion in 2024. The market is projected to grow at a CAGR of 4.00% between 2025 and 2034, reaching a value of around USD 5.79 Billion by 2034.

The Europe toys market reached a value of approximately USD 14.51 Billion in 2024. The market is projected to grow at a CAGR of 2.70% between 2025 and 2034, reaching a value of nearly USD 18.94 Billion by 2034.

The global kids' toys market demonstrates a robust and consistent growth trajectory, projected to expand from $122,508 million in 2021 to $210,448 million by 2033, registering a healthy CAGR of 4.61%. This expansion is primarily propelled by rising disposable incomes in emerging economies, a growing global population of children, and an increased parental focus on toys that aid in cognitive and physical development. Key industry trends include the integration of technology for interactive play, a significant shift towards sustainable and eco-friendly materials, and the evergreen influence of entertainment franchises. While North America and Europe continue to be the largest markets, the most dynamic growth is observed in Africa, highlighting new avenues for market expansion. The industry navigates challenges such as competition from digital entertainment and stringent safety regulations, yet continues to innovate and thrive.

Key strategic insights from our comprehensive analysis reveal:

The African market is the fastest-growing region with a CAGR of 5.67%, signaling a significant untapped opportunity driven by a young demographic and increasing urbanization.
There is a strong consumer-led shift towards sustainability, especially in Europe and North America, compelling manufacturers to innovate with eco-friendly materials and transparent supply chains to maintain market relevance.
Technology integration is pivotal for growth; toys incorporating augmented reality (AR), artificial intelligence (AI), and STEM learning features are outperforming traditional segments, demanding continuous R&D investment from market players.

Global Market Overview & Dynamics of Kids Toys Market Analysis

The global kids' toys market exhibits sustained growth, driven by a blend of traditional play values and modern technological innovation. With a valuation of $122,508 million in 2021, the market is poised to reach $146,721 million in 2025 and further escalate to $210,448 million by 2033. This positive outlook is supported by increasing parental spending on child development, the influence of social media and kidfluencers,and the expansion of organized retail and e-commerce platforms, making a wider variety of toys accessible to a global audience.

Global Kids Toys Market Drivers

Rising Disposable Income and Parental Spending: Economic growth in developing nations is increasing household disposable income, allowing parents to spend more on premium and educational toys for their children's development and entertainment.
Influence of Media and Entertainment Franchises: Blockbuster movies, animated series, and video games consistently create massive demand for licensed merchandise and character-based toys, serving as a powerful and reliable sales driver.
Growing Emphasis on STEM and Educational Toys: There is a heightened awareness among parents about the importance of early childhood development, fueling demand for toys that promote science, technology, engineering, and math (STEM) skills, as well as creativity and problem-solving.

Global Kids Toys Market Trends

Sustainability and Eco-Friendly Products: Consumers are increasingly demanding toys made from sustainable, recycled, or natural materials like wood and bioplastics. This trend is pushing manufacturers to adopt greener production practices and packaging.
Integration of Technology (Phygital Play): The convergence of physical and digital play is a dominant trend, with smart toys, AR-integrated playsets, and app-connected toys gaining immense popularity by offering interactive and personalized experiences.
Resurgence of Nostalgia and Retro Toys: A growing number of adults are purchasing classic and retro toys from their childhood for their own children or for collection purposes, leading to the successful relaunch of iconic toy brands and products.

Global Kids Toys Market Restraints

Intense Competition from Digital Entertainment: The increasing screen time of children on smartphones, tablets, and gaming consoles poses a significant challenge, as digital games and content compete directly for children's leisure time and parents' budgets.
Stringent Safety Regulations and Compliance Costs: The toy industry is subject to strict and evolving safety standards regarding materials (e.g., chemical content) and design, which can increase manufacturing costs and create barriers to market entry.
Volatility in Raw...

This statistic shows the toy market share of the leading companies in the United States as of 2016. As of 2016, Walmart Inc. held a **** percent share of the overall toy market, both offline and online, in the United States.

The global toy market size was valued USD 108.29 Billion in 2024 and is expected to increase to USD 161.84 Billion by 2034 at a CAGR of 4.10%.

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.

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 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.
Request Free Sample

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 includ

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.

According to Cognitive Market Research, The Global Puzzle Toy market will expand at a compound yearly growth rate (CAGR) of 5.80% from 2023 to 2030.

The demand for Puzzle Toys is rising due to its low cost and wide availability.
Demand for eco-friendly nature and ability to improve hand-eye coordination skills in children in the Puzzle Toymarket.
The plastic and child category held the highest Puzzle Toy market revenue share in 2023.
North America will continue to lead, whereas the Asia-Pacific Puzzle Toy market will experience the most substantial growth until 2030.

Market Dynamics of the Puzzle Toy Market

Key Drivers for Puzzle Toy Market

Increasing Demand for Puzzles from Children as a Form of Educational Toyto Provide Viable Market Output

The global puzzle toy market has witnessed a significant surge in demand, particularly from children seeking educational play experiences. Puzzles have become effective learning tools, stimulating cognitive skills, spatial awareness, and problem-solving abilities. Parents and educators recognize their multifaceted benefits, making them an attractive choice for early childhood development. Additionally, the growing trend of homeschooling and remote learning during the COVID-19 pandemic further propelled the demand for educational toys like puzzles. As a result, manufacturers are innovating with diverse themes, materials, and interactive features to cater to this burgeoning market segment, indicating a promising future for the puzzle toy industry.

For instance, in June 2021, Mattel Inc. introduced 'Barbie Loves the Ocean, ' a collection of dolls made of recycled plastic material.

Rising Social Media Influence of Toy Companies to Propel Market Growth 

The global puzzle toy market is poised for significant growth, driven by the escalating social media presence of toy companies. With platforms like Instagram, TikTok, and YouTube gaining prominence, toy manufacturers leverage these channels to showcase their products, engage with audiences, and create viral trends. Influencer collaborations and user-generated content further amplify brand visibility. This digital exposure not only boosts product awareness but also fosters a strong community of toy enthusiasts. As a result, the puzzle toy market is expected to experience an upswing in demand as consumers are increasingly influenced by online content, ultimately driving market expansion and innovation.

For instance, from 15th March 2021 to 19th March 2021, the China Council for the Promotion of International Trade (CCPIT) introduced 'Boutique International Trade Fair Toy Fair,' a play kit products fair in Guangzhou, China, to encourage local & worldwide manufacturers towards producing innovative gaming items.

Key Restraints for Puzzle Toy Market

Rising Popularity of Online Gaming to Pose Challenges to Industry Growth to Restrict Market Growth

The global puzzle toy market faces a potential challenge from the rising popularity of online gaming. As more consumers engage in digital entertainment, there may be a shift away from traditional physical toys like puzzles. This trend could restrict the market's growth, as manufacturers and retailers may need to adapt their strategies to remain competitive. However, the puzzle toy industry can still thrive by leveraging unique features, educational benefits, and tactile experiences that online gaming cannot replicate. Additionally, targeting niche markets or incorporating technology into physical puzzles may provide avenues for sustained growth despite the digital gaming trend.

Key Trends for Puzzle Toy Market

Integration of Sustainable and Eco-Friendly Materials in Puzzle Toys

With the increasing environmental consciousness among consumers, manufacturers of puzzle toys are progressively embracing sustainable practices. Companies such as Mattel are introducing collections like "Barbie Loves the Ocean", which include products crafted from recycled plastic. This transition corresponds with consumer inclinations towards eco-friendly options and bolsters brand reputation, particularly among parents who are environmentally conscious. As sustainability emerges as a fundamental factor in purchasing decisions, eco-friendly puzzle toys are anticipated to achieve considerable market growth.

Gamification and Digital Augmentation...

Check Market Research Intellect's Art Toy Market Report, pegged at USD 2.5 billion in 2024 and projected to reach USD 4.8 billion by 2033, advancing with a CAGR of 8.5% (2026-2033).Explore factors such as rising applications, technological shifts, and industry leaders.

Global toys market was valued at USD 111.81 Billion in 2024 and is expected to reach USD 148.13 Billion by 2030 with a CAGR of 4.8%.

Pages	188
Market Size	2024: USD 111.81 Billion
Forecast Market Size	2030: USD 148.13 Billion
CAGR	2025-2030: 4.8%
Fastest Growing Segment	Online
Largest Market	North America
Key Players	1 The LEGO Group 2 Hasbro, Inc. 3 Mattel, Inc. 4 Tomy Company, Ltd. 5 Spin Master Corp. 6 VTech Holdings Limited 7 Ravensburger AG Group 8 geobra Brandstätter Stiftung & Co. KG 9 Thames & Kosmos, LLC. 10 Rastar Group

The toy market in the United Arab Emirates expanded modestly to $586M in 2024, with an increase of 3.6% against the previous year. This figure reflects the total revenues of producers and importers (excluding logistics costs, retail marketing costs, and retailers' margins, which will be included in the final consumer price). In general, consumption, however, recorded a remarkable increase. Toy consumption peaked at $602M in 2022; however, from 2023 to 2024, consumption failed to regain momentum.