玩具市場レポート：タイプ別、年齢層別、販売チャネル別、地域別、2024～2032年

世界の玩具市場規模は2023年に1,830億米ドルに達しました。今後、IMARC Groupは、2024～2032年にかけて6.5%の成長率（CAGR）を示し、2032年までに3,260億米ドルに達すると予測しています。消費者の嗜好の変化、高品質で教育的な玩具への投資の増加、大幅な技術進歩、玩具の重要性に対する保護者の意識の高まり、技術革新の追求などが、市場を推進している主要要因です。

玩具は、遊び、娯楽、教育のためにデザインされたもので、一般的には幼児向けです。これらのアイテムは、創造性を刺激し、認知発達を促進し、社会的相互作用を育むなど、さまざまな目的を果たします。玩具には、アクションフィギュア、人形、パズル、ボードゲーム、積み木、電子機器など、さまざまな形態があります。玩具は、子どもの身体的、情緒的、知的成長に重要な役割を果たします。玩具に夢中になることで、子どもは運動能力、手と目の協調性、問題解決能力を高めることができます。玩具を使った想像力豊かな遊びは、さまざまなシナリオを探求し、感情表現や共感を促します。知育玩具は、文字、数、形などの概念を教えるために特別にデザインされており、学習がインタラクティブで楽しい体験になります。玩具には文化的な意味もあり、社会の価値観や動向を反映しています。子どもは玩具と触れ合うことで、他人と分かち合い、協力し、交渉することで社会性を身につける。さらに、玩具は技術の進歩とともに進化し、現代の学習方法に適応するために、インタラクティブな機能やデジタルインターフェースを取り入れています。

さまざまな地域で可処分所得水準が上昇するにつれて、親は子どものために質の高い玩具に投資する傾向が強まっています。所得が増えれば、教育的で革新的な玩具を優先的に購入できるようになり、子どもたちの学習と発達が促進されます。さらに、玩具市場における消費者の嗜好は絶えず進化しています。今日の親たちは、エンターテインメントと教育のバランスが取れた玩具を求めており、特にクリティカル・シンキング・スキルを高めるSTEM（科学、技術、工学、数学）玩具が注目されています。このほか、人気映画やテレビ番組、ビデオゲームを題材にした玩具も市場で強い存在感を示しています。こうしたタイアップは、既存のファン層を活用して玩具の売上を伸ばし、メディアと商品の共生関係を生み出しています。これに加えて、eコマース・プラットフォームの台頭は、玩具メーカーのリーチを広げ、世界中の視聴者に対応できるようにしました。このグローバリゼーションによって、国境を越えた取引が容易になり、多種多様な玩具にアクセスできるようになりました。それに伴い、最近の親たちは、認知能力や運動能力の発達を促す玩具の重要性をより認識しています。幼児に知識を与えながら興味を持たせる知育玩具は非常に人気があり、市場成長を牽引しています。こうした要因に加え、玩具メーカーは絶えず研究開発に投資し、幼児たちの関心を引く革新的な製品を生み出しています。伝統的な選択肢から最先端技術を駆使した選択肢まで、玩具の多様化が市場の拡大を支えています。さらに、都市化によって生活空間が狭くなり、子どもの屋外遊び場が限られています。その結果、想像力豊かな遊びや能力開発を促す室内玩具が脚光を浴びるようになりました。さらに、玩具への技術の統合が業界に革命をもたらしました。拡大現実（AR）や仮想現実（VR）装置のようなインタラクティブな電子玩具は、革新的な方法で子どもたちを夢中にさせ、教育することができるため、人気を博しています。

玩具市場の動向と促進要因：

可処分所得の増加

経済が拡大し、生活水準が向上するにつれて、親は収入の大部分を子どもたちに豊かな体験や発達のための道具を与えるために割くようになっています。可処分所得が増えることで、親は子どもの教育や娯楽に対する願望に沿った、高品質で技術的に進歩した玩具を優先的に購入できるようになります。この動向は特に新興経済諸国で顕著であり、成長する中間層は、学習、創造性、能力開発を高める多様な玩具を子どもたちに与えようとしています。

消費者の嗜好の変化

親は、単なる娯楽にとどまらず、子どもの認知的成長や教育的向上に寄与する玩具を求めるようになっています。急速に変化する世界に対応できるようにという願いから、親は、批判的思考、問題解決、技術的リテラシーを促進するSTEMに焦点を当てた玩具を選ぶようになっています。このような嗜好の変化により、科学、技術、工学、数学の概念を革新的かつ魅力的な方法で統合し、現代の教育動向に沿った玩具の需要が急増しています。

著しい技術の進歩

AR（拡大現実）やVR（仮想現実）の要素を含む、インタラクティブで技術主導型の玩具は、幼児と親の両方の注目を集めています。これらの玩具は、デジタルと物理的な遊びのギャップを埋める没入型体験を記載しています。子どもたちの想像力をかきたてるだけでなく、現代技術の理解にも貢献します。玩具にハイテク要素を取り入れることは、現代の幼児時代のデジタルな性質に合致し、幼児たちがハイテク主導の未来に備えることになります。その結果、技術主導の玩具は、世界の玩具市場において成長の重要な原動力となっており、この産業が時代の変化に適応していることを反映しています。

目次

第1章 序文

第2章 調査範囲と調査手法

• 調査目的
• 利害関係者
• データソース
  • 一次情報
  • 二次情報
• 市場推定
  • ボトムアップアプローチ
  • トップダウンアプローチ
• 調査手法

第3章 エグゼクティブサマリー

第4章 イントロダクション

• 概要
• 主要産業動向

第5章 世界の玩具市場

• 市場概要
• 市場実績
• COVID-19の影響
• 市場予測

第6章 市場内訳：タイプ別

• アクションフィギュア
  • 市場動向
  • 市場展望
• ブロックセット
• 人形
• ゲームとパズル
• スポーツ・アウトドア玩具
• ぬいぐるみ
• その他

第7章 市場内訳：年齢層別

• 5歳以下
• 5～10歳
• 10歳以上

第8章 市場内訳：販売チャネル別

• スーパーマーケットとハイパーマーケット
• 専門店
• 百貨店
• オンラインストア
• その他

第9章 市場内訳：地域別

• 北米
  • 米国
  • カナダ
• アジア太平洋
  • 中国
  • 日本
  • インド
  • 韓国
  • オーストラリア
  • インドネシア
  • その他
• 欧州
  • ドイツ
  • フランス
  • 英国
  • イタリア
  • スペイン
  • ロシア
  • その他
• ラテンアメリカ
  • ブラジル
  • メキシコ
  • その他
• 中東・アフリカ
  • 市場動向
  • 市場内訳：国別
  • 市場予測

第10章 SWOT分析

• 概要
• 強み
• 弱み
• 機会
• 脅威

第11章 バリューチェーン分析

第12章 ポーターのファイブフォース分析

• 概要
• 買い手の交渉力
• 供給企業の交渉力
• 競合の程度
• 新規参入業者の脅威
• 代替品の脅威

第13章 価格分析

第14章 競合情勢

• 市場構造
• 主要企業
• 主要企業のプロファイル
  • Clementoni Spa
  • Funskool Ltd.
  • Hasbro Inc.
  • Lego A/S（Kirkbi A/S）
  • Mattel Inc.
  • Playmobil（Brandstatter Group）
  • Pressman Toy Corporation（Goliath B.V.）
  • Simba Dickie Group
  • Spin Master
  • Talicor Inc.
  • Thinkfun Inc.（Ravensburger North America Inc.）
  • Tomy Company Ltd.

List of Figures

• Figure 1: Global: Toys Market: Major Drivers and Challenges
• Figure 2: Global: Toys Market: Sales Value (in Billion US$), 2018-2023
• Figure 3: Global: Toys Market Forecast: Sales Value (in Billion US$), 2024-2032
• Figure 4: Global: Toys Market: Breakup by Product Type (in %), 2023
• Figure 5: Global: Toys Market: Breakup by Age Group (in %), 2023
• Figure 6: Global: Toys Market: Breakup by Sales Channel (in %), 2023
• Figure 7: Global: Toys Market: Breakup by Region (in %), 2023
• Figure 8: Global: Toys (Action Figures) Market: Sales Value (in Million US$), 2018 & 2023
• Figure 9: Global: Toys (Action Figures) Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 10: Global: Toys (Building Sets) Market: Sales Value (in Million US$), 2018 & 2023
• Figure 11: Global: Toys (Building Sets) Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 12: Global: Toys (Dolls) Market: Sales Value (in Million US$), 2018 & 2023
• Figure 13: Global: Toys (Dolls) Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 14: Global: Toys (Games and Puzzles) Market: Sales Value (in Million US$), 2018 & 2023
• Figure 15: Global: Toys (Games and Puzzles) Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 16: Global: Toys (Sports and Outdoor Toys) Market: Sales Value (in Million US$), 2018 & 2023
• Figure 17: Global: Toys (Sports and Outdoor Toys) Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 18: Global: Toys (Plush) Market: Sales Value (in Million US$), 2018 & 2023
• Figure 19: Global: Toys (Plush) Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 20: Global: Toys (Other Product Types) Market: Sales Value (in Million US$), 2018 & 2023
• Figure 21: Global: Toys (Other Product Types) Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 22: Global: Toys (Up to 5 Years) Market: Sales Value (in Million US$), 2018 & 2023
• Figure 23: Global: Toys (Up to 5 Years) Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 24: Global: Toys (5 to 10 Years) Market: Sales Value (in Million US$), 2018 & 2023
• Figure 25: Global: Toys (5 to 10 Years) Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 26: Global: Toys (Above 10 Years) Market: Sales Value (in Million US$), 2018 & 2023
• Figure 27: Global: Toys (Above 10 Years) Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 28: Global: Toys (Supermarkets and Hypermarkets) Market: Sales Value (in Million US$), 2018 & 2023
• Figure 29: Global: Toys (Supermarkets and Hypermarkets) Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 30: Global: Toys (Specialty Stores) Market: Sales Value (in Million US$), 2018 & 2023
• Figure 31: Global: Toys (Specialty Stores) Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 32: Global: Toys (Department Stores) Market: Sales Value (in Million US$), 2018 & 2023
• Figure 33: Global: Toys (Department Stores) Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 34: Global: Toys (Online Stores) Market: Sales Value (in Million US$), 2018 & 2023
• Figure 35: Global: Toys (Online Stores) Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 36: Global: Toys (Other Sales Channels) Market: Sales Value (in Million US$), 2018 & 2023
• Figure 37: Global: Toys (Other Sales Channels) Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 38: North America: Toys Market: Sales Value (in Million US$), 2018 & 2023
• Figure 39: North America: Toys Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 40: United States: Toys Market: Sales Value (in Million US$), 2018 & 2023
• Figure 41: United States: Toys Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 42: Canada: Toys Market: Sales Value (in Million US$), 2018 & 2023
• Figure 43: Canada: Toys Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 44: Asia-Pacific: Toys Market: Sales Value (in Million US$), 2018 & 2023
• Figure 45: Asia-Pacific: Toys Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 46: China: Toys Market: Sales Value (in Million US$), 2018 & 2023
• Figure 47: China: Toys Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 48: Japan: Toys Market: Sales Value (in Million US$), 2018 & 2023
• Figure 49: Japan: Toys Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 50: India: Toys Market: Sales Value (in Million US$), 2018 & 2023
• Figure 51: India: Toys Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 52: South Korea: Toys Market: Sales Value (in Million US$), 2018 & 2023
• Figure 53: South Korea: Toys Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 54: Australia: Toys Market: Sales Value (in Million US$), 2018 & 2023
• Figure 55: Australia: Toys Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 56: Indonesia: Toys Market: Sales Value (in Million US$), 2018 & 2023
• Figure 57: Indonesia: Toys Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 58: Others: Toys Market: Sales Value (in Million US$), 2018 & 2023
• Figure 59: Others: Toys Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 60: Europe: Toys Market: Sales Value (in Million US$), 2018 & 2023
• Figure 61: Europe: Toys Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 62: Germany: Toys Market: Sales Value (in Million US$), 2018 & 2023
• Figure 63: Germany: Toys Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 64: France: Toys Market: Sales Value (in Million US$), 2018 & 2023
• Figure 65: France: Toys Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 66: United Kingdom: Toys Market: Sales Value (in Million US$), 2018 & 2023
• Figure 67: United Kingdom: Toys Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 68: Italy: Toys Market: Sales Value (in Million US$), 2018 & 2023
• Figure 69: Italy: Toys Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 70: Spain: Toys Market: Sales Value (in Million US$), 2018 & 2023
• Figure 71: Spain: Toys Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 72: Russia: Toys Market: Sales Value (in Million US$), 2018 & 2023
• Figure 73: Russia: Toys Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 74: Others: Toys Market: Sales Value (in Million US$), 2018 & 2023
• Figure 75: Others: Toys Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 76: Latin America: Toys Market: Sales Value (in Million US$), 2018 & 2023
• Figure 77: Latin America: Toys Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 78: Brazil: Toys Market: Sales Value (in Million US$), 2018 & 2023
• Figure 79: Brazil: Toys Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 80: Mexico: Toys Market: Sales Value (in Million US$), 2018 & 2023
• Figure 81: Mexico: Toys Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 82: Others: Toys Market: Sales Value (in Million US$), 2018 & 2023
• Figure 83: Others: Toys Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 84: Middle East and Africa: Toys Market: Sales Value (in Million US$), 2018 & 2023
• Figure 85: Middle East and Africa: Toys Market: Breakup by Country (in %), 2023
• Figure 86: Middle East and Africa: Toys Market Forecast: Sales Value (in Million US$), 2024-2032
• Figure 87: Global: Toys Industry: SWOT Analysis
• Figure 88: Global: Toys Industry: Value Chain Analysis
• Figure 89: Global: Toys Industry: Porter's Five Forces Analysis

List of Tables

• Table 1: Global: Toys Market: Key Industry Highlights, 2023 and 2032
• Table 2: Global: Toys Market Forecast: Breakup by Product Type (in Million US$), 2024-2032
• Table 3: Global: Toys Market Forecast: Breakup by Age Group (in Million US$), 2024-2032
• Table 4: Global: Toys Market Forecast: Breakup by Sales Channel (in Million US$), 2024-2032
• Table 5: Global: Toys Market Forecast: Breakup by Region (in Million US$), 2024-2032
• Table 6: Global: Toys Market: Competitive Structure
• Table 7: Global: Toys Market: Key Players

The global toys market size reached US$ 183.0 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 326.0 Billion by 2032, exhibiting a growth rate (CAGR) of 6.5% during 2024-2032. The changing consumer preferences, increasing investment on quality and educational toys, significant technological advancements, growing parental awareness about the importance of toys, and the pursuit of innovation are some of the major factors propelling the market.

Toys are objects designed for play, entertainment, and education, typically intended for children. These items serve various purposes, including stimulating creativity, promoting cognitive development, and fostering social interaction. Toys come in a wide range of forms, such as action figures, dolls, puzzles, board games, building blocks, and electronic devices. They play a crucial role in a child's physical, emotional, and intellectual growth. By engaging with toys, children can enhance their motor skills, hand-eye coordination, and problem-solving abilities. Imaginative play with toys allows them to explore different scenarios, encouraging emotional expression and empathy. Educational toys are specifically designed to teach concepts like letters, numbers, and shapes, making learning an interactive and enjoyable experience. Toys also have cultural significance, reflecting societal values and trends. As children interact with toys, they develop social skills by sharing, cooperating, and negotiating with others. Additionally, toys have evolved with technological advancements, incorporating interactive features and digital interfaces to adapt to modern learning methods.

As disposable income levels rise across different regions, parents are more inclined to invest in quality toys for their children. Higher income enables them to prioritize educational and innovative toys, fostering children's learning and development. Additionally, consumer preferences within the toys market are continuously evolving. Today's parents seek toys that offer a balance between entertainment and education, with a focus on STEM (science, technology, engineering, and mathematics) toys that enhance critical thinking skills. Other than this, toys based on popular movies, TV shows, and video games have a strong presence in the market. These tie-ins leverage existing fan bases to boost toy sales, creating a symbiotic relationship between media and merchandise. Besides this, the rise of e-commerce platforms has expanded the reach of toy manufacturers, enabling them to cater to a global audience. This globalization has facilitated cross-border trade and accessibility to a wide variety of toys. In line with this, parents these days are more aware of the importance of toys in fostering cognitive and motor skills development. Educational toys that engage children while imparting knowledge are highly sought after, driving market growth. Besides these factors, toy manufacturers continually invest in research and development to create innovative products that captivate children's attention. The diversification of toys, ranging from traditional options to cutting-edge technology-driven choices, sustains market expansion. Furthermore, urbanization has led to smaller living spaces and limited outdoor play areas for children. As a result, indoor toys that encourage imaginative play and skill development have gained prominence. Moreover, the integration of technology into toys has revolutionized the industry. Interactive and electronic toys, such as augmented reality (AR) and virtual reality (VR) devices, have gained popularity due to their ability to engage and educate children in innovative ways.

Toys Market Trends/Drivers:

Increasing Disposable Income

As economies expand and living standards improve, parents are allocating a larger portion of their income to provide their children with enriching experiences and developmental tools. Higher disposable income allows parents to prioritize the purchase of high-quality and technologically advanced toys that align with their aspirations for their children's education and entertainment. This trend is particularly evident in emerging economies, where a growing middle class seeks to provide their children with access to a diverse range of toys that enhance learning, creativity, and skill development.

Evolving Consumer Preferences

Parents are increasingly seeking toys that offer more than mere entertainment; they prioritize products that contribute to their child's cognitive growth and educational advancement. Stemming from a desire to prepare their children for a rapidly changing world, parents opt for STEM-focused toys that promote critical thinking, problem-solving, and technological literacy. This shift in preference has led to a surge in demand for toys that integrate science, technology, engineering, and mathematics concepts in innovative and engaging ways, aligning with modern educational trends.

Significant Technological Advancements

Interactive and tech-driven toys, including those featuring augmented reality (AR) and virtual reality (VR) elements, have captured the attention of both children and parents. These toys provide immersive experiences that bridge the gap between digital and physical play. They not only captivate children's imaginations but also contribute to their understanding of modern technologies. The incorporation of tech components into toys aligns with the digital nature of contemporary childhoods and prepares children for a tech-driven future. As a result, technology-driven toys stand as a prominent driver of growth within the global toys market, reflecting the industry's adaptability to changing times.

Toys Industry Segmentation:

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

Breakup by Product Type:

Action Figures

Building Sets

Dolls

Games and Puzzles

Sports and Outdoor Toys

Plush

Others

Outdoor and sports dominate the market

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. According to the report, outdoor and sports represented the largest segment.

The emphasis on physical activity and a healthy lifestyle among parents and caregivers drives the demand for outdoor and sports-related toys. These toys encourage children to engage in active play, fostering physical development and well-being. Additionally, the allure of outdoor and sports toys lies in their ability to provide a diverse range of experiences. From traditional sports equipment like bicycles, soccer balls, and basketball hoops to innovative products such as water play sets and adventure gear, this segment caters to a broad spectrum of preferences and age groups. Moreover, the enduring appeal of outdoor play transcends generational shifts, making these toys timeless investments for families. The segment's offerings promote social interaction, cooperation, and motor skill development, aligning with parents' desires for their children's holistic growth. Furthermore, outdoor and sports toys often offer an escape from screen-based activities, aligning with growing concerns about sedentary behavior and screen time management. As parents seek to strike a balance between digital engagement and physical play, the outdoor and sports segment remains a compelling choice, solidifying its position as the largest and enduringly popular category within the toys market.

Breakup by Age Group:

Up to 5 Years

5 to 10 Years

Above 10 Years

5 to 10 years hold the largest share in the market

A detailed breakup and analysis of the market based on the age group has also been provided in the report. This includes up to 5 years, 5 to 10 years, and above 10 years. According to the report, 5 to 10 years accounted for the largest market share.

This age range is characterized by a crucial phase of cognitive and physical development, during which children are highly receptive to learning through play. As children transition from early childhood to pre-adolescence, they actively engage in exploring their surroundings, honing their motor skills, and developing their social abilities. Within this age bracket, children are more capable of comprehending complex concepts and engaging in imaginative play scenarios, making them a prime audience for a wide variety of toys. Educational toys that stimulate creativity, critical thinking, and problem-solving are particularly sought after by parents aiming to enhance their child's cognitive growth. Furthermore, children aged 5 to 10 are typically at school age, and the toys designed for this group often complement educational curricula, aligning playtime with learning objectives. This makes the 5 to 10 years segment a pivotal target for educational and skill-enhancing toys, propelling its status as the largest category in the market breakup by age group.

Breakup by Sales Channel:

Supermarkets and Hypermarkets

Specialty Stores

Department Stores

Online Stores

Others

Specialty stores dominate the market

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, department stores, online stores, and others. According to the report, specialty stores represented the largest segment.

Specialty stores are dedicated to offering a curated selection of toys, often focusing on specific categories or niches that cater to diverse customer demands. This specialization allows them to provide in-depth product knowledge, personalized recommendations, and an immersive shopping experience. Customers seeking a wide variety of toys, from educational and innovative options to niche collectibles, are drawn to specialty stores for their comprehensive offerings. The hands-on interaction with products and the expertise of store staff contribute to informed purchasing decisions, fostering customer loyalty. Moreover, specialty stores often foster a sense of community among enthusiasts and collectors, enhancing the overall shopping experience. This personalized approach and ability to cater to unique interests set specialty stores apart from other sales channels, making them a preferred destination for discerning consumers seeking quality, variety, and expertise in their toy purchases.

Breakup by Region:

North America

United States

Canada

Asia-Pacific

China

Japan

India

South Korea

Australia

Indonesia

Others

Europe

Germany

France

United Kingdom

Italy

Spain

Russia

Others

Latin America

Brazil

Mexico

Others

Middle East and Africa

North America exhibits a clear dominance in the market

The report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and others); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa. According to the report, North America was the largest market for toys.

North America's relatively high disposable income levels and consumer spending power enable parents to invest significantly in toys that cater to their children's entertainment and educational needs. Furthermore, North American parents prioritize quality, safety, and innovation when selecting toys for their children, driving demand for a diverse range of products. The region's cultural emphasis on early childhood development and education has led to a strong demand for educational and STEM-focused toys, which align with modern learning trends. Additionally, the presence of established toy manufacturers, licensing agreements with popular media franchises, and a robust retail infrastructure contribute to the market's growth. Furthermore, North America's multicultural population contributes to a diverse range of preferences, driving demand for various types of toys that cater to different tastes and backgrounds. These factors collectively establish North America as a thriving market for toys, attracting manufacturers and retailers aiming to tap into the region's economic stability and consumer-driven demand.

Competitive Landscape:

Leading toy manufacturers consistently invest in research and development to create innovative and engaging products. They focus on incorporating cutting-edge technology, interactive features, and educational components into their toys to captivate children's interest and align with modern learning methods. Additionally, numerous key players form strategic partnerships with popular media franchises, including movies, TV shows, and video games. This allows them to produce toys based on beloved characters, expanding their customer base and capitalizing on existing fan followings. Other than this, recognizing the growing importance of eco-friendly practices, several companies have embraced sustainability in toy production. They emphasize the use of recycled materials, reduce packaging waste, and adopt environmentally friendly manufacturing processes, appealing to environmentally conscious consumers. Besides this, key players often expand their presence beyond their home markets to tap into new regions with emerging economies and growing middle-class populations. This global expansion broadens their consumer base and revenue streams. In line with this, leading toy companies invest in building strong online platforms and e-commerce capabilities. They enhance their digital presence to reach consumers directly, offer a wider range of products, and create seamless shopping experiences. Furthermore, effective marketing campaigns that highlight the educational benefits, safety features, and entertainment value of their products resonate with parents and caregivers, influencing purchasing decisions.

The report has provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major companies have also been provided. Some of the key players in the market include:

Clementoni Spa

Funskool Ltd.

Hasbro Inc.

Lego A/S (Kirkbi A/S)

Mattel Inc.

Playmobil (Brandstatter Group)

Pressman Toy Corporation (Goliath B.V.)

Simba Dickie Group

Spin Master

Talicor Inc.

Thinkfun Inc. (Ravensburger North America Inc.)

Tomy Company Ltd.

Recent Developments:

Mattel, Inc. has introduced a fresh lineup of Barbie dolls, drawing inspiration from the much-anticipated movie "Barbie." The Barbie the Movie doll collection showcases the iconic styles of Barbie, Ken, and newly introduced characters as seen in the film. The assortment accurately captures the outfits unveiled in the movie, ranging from the initial costumes to the coordinated ensembles donned by the characters. This collection masterfully embodies the distinctive Barbiecore and Ken-ergy personas depicted in the film.

Lego A/S (Kirkbi A/S) unveiled its latest offering, the Lego Marvel Studios Release known as "The Iron Man Hulkbuster" set. This set showcases the depiction of Iron Man as he was portrayed in the highly successful movie "Infinity Saga - Age of Ultron."

Spin Master Corp. has successfully acquired Rubik's Brands Ltd., a prominent company known for cube games. This strategic acquisition positions Spin Master to engage in direct competition with key industry players, including Mattel Inc. and Hasbro Inc. Furthermore, this move marks Spin Master's entry into the cube games market, opening up new avenues for growth and innovation.

Key Questions Answered in This Report

• 1. What was the size of the global toys market in 2023?
• 2. What is the expected growth rate of the global toys market during 2024-2032?
• 3. What are the key factors driving the global toys market?
• 4. What has been the impact of COVID-19 on the global toys market?
• 5. What is the breakup of the global toys market based on the product type?
• 6. What is the breakup of the global toys market based on the age group?
• 7. What is the breakup of the global toys market based on the sales channel?
• 8. What are the key regions in the global toys market?
• 9. Who are the key players/companies in the global toys market?

Table of Contents

1 Preface

2 Scope and Methodology

• 2.1 Objectives of the Study
• 2.2 Stakeholders
• 2.3 Data Sources
  • 2.3.1 Primary Sources
  • 2.3.2 Secondary Sources
• 2.4 Market Estimation
  • 2.4.1 Bottom-Up Approach
  • 2.4.2 Top-Down Approach
• 2.5 Forecasting Methodology

3 Executive Summary

4 Introduction

• 4.1 Overview
• 4.2 Key Industry Trends

5 Global Toys Market

• 5.1 Market Overview
• 5.2 Market Performance
• 5.3 Impact of COVID-19
• 5.4 Market Forecast

6 Market Breakup by Product Type

• 6.1 Action Figures
  • 6.1.1 Market Trends
  • 6.1.2 Market Forecast
• 6.2 Building Sets
  • 6.2.1 Market Trends
  • 6.2.2 Market Forecast
• 6.3 Dolls
  • 6.3.1 Market Trends
  • 6.3.2 Market Forecast
• 6.4 Games and Puzzles
  • 6.4.1 Market Trends
  • 6.4.2 Market Forecast
• 6.5 Sports and Outdoor Toys
  • 6.5.1 Market Trends
  • 6.5.2 Market Forecast
• 6.6 Plush
  • 6.6.1 Market Trends
  • 6.6.2 Market Forecast
• 6.7 Others
  • 6.7.1 Market Trends
  • 6.7.2 Market Forecast

7 Market Breakup by Age Group

• 7.1 Up to 5 Years
  • 7.1.1 Market Trends
  • 7.1.2 Market Forecast
• 7.2 5 to 10 Years
  • 7.2.1 Market Trends
  • 7.2.2 Market Forecast
• 7.3 Above 10 Years
  • 7.3.1 Market Trends
  • 7.3.2 Market Forecast

8 Market Breakup by Sales Channel

• 8.1 Supermarkets and Hypermarkets
  • 8.1.1 Market Trends
  • 8.1.2 Market Forecast
• 8.2 Specialty Stores
  • 8.2.1 Market Trends
  • 8.2.2 Market Forecast
• 8.3 Department Stores
  • 8.3.1 Market Trends
  • 8.3.2 Market Forecast
• 8.4 Online Stores
  • 8.4.1 Market Trends
  • 8.4.2 Market Forecast
• 8.5 Others
  • 8.5.1 Market Trends
  • 8.5.2 Market Forecast

9 Market Breakup by Region

• 9.1 North America
  • 9.1.1 United States
    • 9.1.1.1 Market Trends
    • 9.1.1.2 Market Forecast
  • 9.1.2 Canada
    • 9.1.2.1 Market Trends
    • 9.1.2.2 Market Forecast
• 9.2 Asia-Pacific
  • 9.2.1 China
    • 9.2.1.1 Market Trends
    • 9.2.1.2 Market Forecast
  • 9.2.2 Japan
    • 9.2.2.1 Market Trends
    • 9.2.2.2 Market Forecast
  • 9.2.3 India
    • 9.2.3.1 Market Trends
    • 9.2.3.2 Market Forecast
  • 9.2.4 South Korea
    • 9.2.4.1 Market Trends
    • 9.2.4.2 Market Forecast
  • 9.2.5 Australia
    • 9.2.5.1 Market Trends
    • 9.2.5.2 Market Forecast
  • 9.2.6 Indonesia
    • 9.2.6.1 Market Trends
    • 9.2.6.2 Market Forecast
  • 9.2.7 Others
    • 9.2.7.1 Market Trends
    • 9.2.7.2 Market Forecast
• 9.3 Europe
  • 9.3.1 Germany
    • 9.3.1.1 Market Trends
    • 9.3.1.2 Market Forecast
  • 9.3.2 France
    • 9.3.2.1 Market Trends
    • 9.3.2.2 Market Forecast
  • 9.3.3 United Kingdom
    • 9.3.3.1 Market Trends
    • 9.3.3.2 Market Forecast
  • 9.3.4 Italy
    • 9.3.4.1 Market Trends
    • 9.3.4.2 Market Forecast
  • 9.3.5 Spain
    • 9.3.5.1 Market Trends
    • 9.3.5.2 Market Forecast
  • 9.3.6 Russia
    • 9.3.6.1 Market Trends
    • 9.3.6.2 Market Forecast
  • 9.3.7 Others
    • 9.3.7.1 Market Trends
    • 9.3.7.2 Market Forecast
• 9.4 Latin America
  • 9.4.1 Brazil
    • 9.4.1.1 Market Trends
    • 9.4.1.2 Market Forecast
  • 9.4.2 Mexico
    • 9.4.2.1 Market Trends
    • 9.4.2.2 Market Forecast
  • 9.4.3 Others
    • 9.4.3.1 Market Trends
    • 9.4.3.2 Market Forecast
• 9.5 Middle East and Africa
  • 9.5.1 Market Trends
  • 9.5.2 Market Breakup by Country
  • 9.5.3 Market Forecast

10 SWOT Analysis

• 10.1 Overview
• 10.2 Strengths
• 10.3 Weaknesses
• 10.4 Opportunities
• 10.5 Threats

11 Value Chain Analysis

12 Porters Five Forces Analysis

• 12.1 Overview
• 12.2 Bargaining Power of Buyers
• 12.3 Bargaining Power of Suppliers
• 12.4 Degree of Competition
• 12.5 Threat of New Entrants
• 12.6 Threat of Substitutes

13 Price Analysis

14 Competitive Landscape

• 14.1 Market Structure
• 14.2 Key Players
• 14.3 Profiles of Key Players
  • 14.3.1 Clementoni Spa
    • 14.3.1.1 Company Overview
    • 14.3.1.2 Product Portfolio
  • 14.3.2 Funskool Ltd.
    • 14.3.2.1 Company Overview
    • 14.3.2.2 Product Portfolio
  • 14.3.3 Hasbro Inc.
    • 14.3.3.1 Company Overview
    • 14.3.3.2 Product Portfolio
    • 14.3.3.3 Financials
    • 14.3.3.4 SWOT Analysis
  • 14.3.4 Lego A/S (Kirkbi A/S)
    • 14.3.4.1 Company Overview
    • 14.3.4.2 Product Portfolio
    • 14.3.4.3 SWOT Analysis
  • 14.3.5 Mattel Inc.
    • 14.3.5.1 Company Overview
    • 14.3.5.2 Product Portfolio
    • 14.3.5.3 Financials
    • 14.3.5.4 SWOT Analysis
  • 14.3.6 Playmobil (Brandstatter Group)
    • 14.3.6.1 Company Overview
    • 14.3.6.2 Product Portfolio
  • 14.3.7 Pressman Toy Corporation (Goliath B.V.)
    • 14.3.7.1 Company Overview
    • 14.3.7.2 Product Portfolio
  • 14.3.8 Simba Dickie Group
    • 14.3.8.1 Company Overview
    • 14.3.8.2 Product Portfolio
  • 14.3.9 Spin Master
    • 14.3.9.1 Company Overview
    • 14.3.9.2 Product Portfolio
    • 14.3.9.3 Financials
  • 14.3.10 Talicor Inc.
    • 14.3.10.1 Company Overview
    • 14.3.10.2 Product Portfolio
  • 14.3.11 Thinkfun Inc. (Ravensburger North America Inc.)
    • 14.3.11.1 Company Overview
    • 14.3.11.2 Product Portfolio
  • 14.3.12 Tomy Company Ltd.
    • 14.3.12.1 Company Overview
    • 14.3.12.2 Product Portfolio
    • 14.3.12.3 Financials