玩具とゲームの市場規模、シェア、成長分析：年齢層別、玩具カテゴリー別、材料別、教育価値別、価格帯別、地域別 - 産業予測 2025～2032年

玩具とゲーム市場規模は2023年に3,205億米ドルとなり、2024年の3,371億7,000万米ドルから2032年には5,057億9,000万米ドルに成長し、予測期間（2025年～2032年）のCAGRは5.2％で成長する見通しです。

米国の玩具とゲーム市場は、複数の要因によって大きな成長を遂げています。環境に優しい玩具への消費者の関心の高まり、古典的な玩具やビデオゲームの復活、組み立て玩具がもたらす認知的利点の認知などがこの動向に寄与しています。さらに、若い世代が伝統的なレクリエーション活動に傾倒していることや、ミレニアル世代が社交行事の際に古典的なゲームを好んでいることも、市場の拡大を促進すると予想されます。デジタルマーケティングが最重要となる中、企業はアマゾン、ウォルマート、イーベイなどのプラットフォームを通じてオンライン販売チャネルを開拓し、戦略を適応させています。特筆すべきは、封鎖期間中にオンライン玩具の売上が急増したことで、カーティス・マッギル氏とスコット・フーダシェル氏はアマゾンで4000％の伸びを記録したと報告しています。この市場は、今後も健全なCAGRを維持すると予測されています。

目次

イントロダクション

• 調査の目的
• 調査範囲
• 定義

調査手法

• 情報調達
• 二次と一次データの方法
• 市場規模予測
• 市場の前提条件と制限

エグゼクティブサマリー

• 世界市場の見通し
• 供給と需要の動向分析
• セグメント別機会分析

市場力学と見通し

• 市場概要
• 市場規模
• 市場力学
  • 促進要因と機会
  • 抑制要因と課題
• ポーターの分析

主な市場の考察

• 重要成功要因
• 競合の程度
• 主な投資機会
• 市場エコシステム
• 市場の魅力指数（2024年）
• PESTEL分析
• マクロ経済指標
• バリューチェーン分析
• 価格分析

玩具とゲーム市場規模： 年齢層別& CAGR（2025-2032）

• 市場概要
• 乳児と幼児
• 幼稚園
• 学齢期
• 10代
• 成人

玩具とゲーム市場規模：玩具カテゴリー別& CAGR（2025-2032）

• 市場概要
• アクションフィギュアとプレイセット
• 人形とアクセサリー
• ビルディングセット
• ボードゲームとカードゲーム
• 乗用玩具
• 知育玩具
• 芸術と工芸
• 電子玩具
• アウトドア用おもちゃ
• スポーツ用品おもちゃ

玩具とゲーム市場規模：材料別& CAGR（2025-2032）

• 市場概要
• プラスチック
• 木材
• 金属
• ファブリック
• 電子部品

玩具とゲーム市場規模：教育価値別& CAGR（2025-2032）

• 市場概要
• STEMスキル
• 創造性
• 問題解決
• 社会情緒的成長

玩具とゲーム市場規模：価格帯別& CAGR（2025-2032）

• 市場概要
• 20ドル以下
• 20～50ドル
• 50～100ドル
• 100～200ドル
• 200ドル以上

玩具とゲーム市場規模：地域別& CAGR（2025-2032）

• 北米
  • 米国
  • カナダ
• 欧州
  • ドイツ
  • スペイン
  • フランス
  • 英国
  • イタリア
  • その他欧州地域
• アジア太平洋地域
  • 中国
  • インド
  • 日本
  • 韓国
  • その他アジア太平洋地域
• ラテンアメリカ
  • ブラジル
  • その他ラテンアメリカ地域
• 中東・アフリカ
  • GCC諸国
  • 南アフリカ
  • その他中東・アフリカ

競合情報

• 上位5社の比較
• 主要企業の市場ポジショニング（2024年）
• 主な市場企業が採用した戦略
• 最近の市場動向
• 企業の市場シェア分析（2024年）
• 主要企業の企業プロファイル
  • 企業の詳細
  • 製品ポートフォリオ分析
  • 企業のセグメント別シェア分析
  • 収益の前年比比較（2022-2024）

主要企業プロファイル

• Mattel（USA）
• Hasbro（USA）
• LEGO Group（Denmark）
• Bandai Namco Holdings（Japan）
• Spin Master（Canada）
• Ravensburger（Germany）
• MGA Entertainment（USA）
• Funko（USA）
• Nintendo（Japan）
• Sony Interactive Entertainment（Japan/USA）
• Microsoft（USA）
• Ubisoft（France）
• Electronic Arts（USA）
• Activision Blizzard（USA）
• Asmodee（France）
• Goliath（Netherlands）
• Thames & Kosmos（Germany）
• Playmobil（Germany）
• Hornby Hobbies（UK）

結論と提言

Toys and Games Market size was valued at USD 320.5 billion in 2023 and is poised to grow from USD 337.17 billion in 2024 to USD 505.79 billion by 2032, growing at a CAGR of 5.2% during the forecast period (2025-2032).

The US Toys and Games Market is witnessing significant growth driven by multiple factors. Increasing consumer interest in eco-friendly toys, a revival of classic toys and video games, and awareness of the cognitive benefits offered by building toys are contributing to this trend. Additionally, the younger generations' inclination toward traditional recreational activities, paired with Millennials' preference for classic games during social events, is expected to enhance market expansion. Companies are adapting their strategies by developing online sales channels through platforms like Amazon, Walmart, and eBay, as digital marketing becomes paramount. Notably, during the lockdown, online toy sales surged, with Curtis McGill and Scott Houdashell reporting a 4000% increase on Amazon. The market is projected to sustain a healthy CAGR moving forward.

Top-down and bottom-up approaches were used to estimate and validate the size of the Toys And Games market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Toys And Games Market Segments Analysis

Global Toys and Games Market is segmented by Age Group, Toy Category, Material, Educational Value, Price Range and region. Based on Age Group, the market is segmented into Infant and Toddler, Preschool, School-Aged, Teenager and Adult. Based on Toy Category, the market is segmented into Action Figures and Playsets, Dolls and Accessories, Building Sets, Board Games and Card Games, Ride-On Toys, Educational Toys, Arts and Crafts, Electronic Toys, Outdoor Toys and Sporting Goods Toys. Based on Material, the market is segmented into Plastic, Wood, Metal, Fabric and Electronic Components. Based on Educational Value, the market is segmented into STEM Skills, Creativity, Problem-Solving and Social-Emotional Development. Based on Price Range, the market is segmented into Under $20, $20-$50, $50-$100, $100-$200 and Over $200. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Toys And Games Market

The Toys and Games market is experiencing significant growth driven by an increase in disposable incomes globally, which allows parents to allocate more funds towards purchasing toys and games for their children. This financial flexibility has spurred a heightened demand for premium, educational, and interactive toys that not only entertain but also support children's developmental milestones. As families prioritize quality experiences and learning opportunities over mere entertainment, the market sees a shift towards products that combine fun and education. Consequently, manufacturers are focusing on creating innovative toys that engage young minds while providing substantial developmental benefits, further fueling market expansion.

Restraints in the Toys And Games Market

Improperly designed or manufactured toys and games can present safety hazards for children, leading parents to be hesitant about making purchases. Such concerns can significantly hinder the expansion of the toys and games market, as the potential for accidents or malfunctions drives families to seek safer alternatives. This apprehension about product safety ultimately affects consumer confidence, resulting in decreased sales and limiting the market's overall growth potential. Therefore, ensuring high-quality design and manufacturing standards is crucial for instilling trust among consumers and fostering a thriving toys and games industry.

Market Trends of the Toys And Games Market

The Toys and Games market is witnessing a significant trend towards digital and interactive experiences, driven by rapid technological advancements. Consumers are increasingly gravitating towards toys that incorporate augmented reality (AR) and virtual reality (VR), which enhance playtime with immersive experiences. Interactive toys that can seamlessly connect with smartphones and tablets are also on the rise, catering to tech-savvy children and parents seeking educational and engaging play options. This shift not only fosters creativity and imagination but also responds to the demand for screen time that combines entertainment with educational value. Consequently, the market is poised for continuous growth as these innovations redefine traditional play.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

• Information Procurement
• Secondary & Primary Data Methods
• Market Size Estimation
• Market Assumptions & Limitations

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Drivers & Opportunities
  • Restraints & Challenges
• Porters Analysis
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2024
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis

Global Toys and Games Market Size by Age Group & CAGR (2025-2032)

• Market Overview
• Infant and Toddler
• Preschool
• School-Aged
• Teenager
• Adult

Global Toys and Games Market Size by Toy Category & CAGR (2025-2032)

• Market Overview
• Action Figures and Playsets
• Dolls and Accessories
• Building Sets
• Board Games and Card Games
• Ride-On Toys
• Educational Toys
• Arts and Crafts
• Electronic Toys
• Outdoor Toys
• Sporting Goods Toys

Global Toys and Games Market Size by Material & CAGR (2025-2032)

• Market Overview
• Plastic
• Wood
• Metal
• Fabric
• Electronic Components

Global Toys and Games Market Size by Educational Value & CAGR (2025-2032)

• Market Overview
• STEM Skills
• Creativity
• Problem-Solving
• Social-Emotional Development

Global Toys and Games Market Size by Price Range & CAGR (2025-2032)

• Market Overview
• Under $20
• $20-$50
• $50-$100
• $100-$200
• Over $200

Global Toys and Games Market Size & CAGR (2025-2032)

• North America (Age Group , Toy Category, Material, Educational Value, Price Range)
  • US
  • Canada
• Europe (Age Group, Toy Category, Material, Educational Value, Price Range)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Age Group, Toy Category, Material, Educational Value, Price Range)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Age Group, Toy Category, Material, Educational Value, Price Range)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Age Group, Toy Category, Material, Educational Value, Price Range)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2024
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2024
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2022-2024)

Key Company Profiles

• Mattel (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Hasbro (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• LEGO Group (Denmark)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Bandai Namco Holdings (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Spin Master (Canada)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Ravensburger (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• MGA Entertainment (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Funko (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Nintendo (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Sony Interactive Entertainment (Japan/USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Microsoft (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Ubisoft (France)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Electronic Arts (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Activision Blizzard (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Asmodee (France)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Goliath (Netherlands)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Thames & Kosmos (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Playmobil (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Hornby Hobbies (UK)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations