玩具の市場規模、シェア、成長分析：製品タイプ別、価格帯別、年齢層別、素材別、最終用途別、流通チャネル別、地域別 - 産業予測 2025～2032年

玩具市場規模は2023年に1,200億米ドルとなり、予測期間（2025～2032年）のCAGRは4.0%で、2024年の1,248億米ドルから2032年には1,708億米ドルに成長する見通しです。

国際的な玩具市場は、消費者の嗜好の変化、技術の進歩、世界の経済動向によって大きな変革期を迎えています。親や教育者は、学習、創造性、問題解決能力を育む製品をますます重視するようになり、教育およびSTEM玩具へのシフトが顕著になっています。その結果、ロボット工学キットやコーディングのような魅力的な玩具の需要が増加しています。AR（拡張現実）やVR（仮想現実）は、物理的な遊びとデジタルの遊びを融合させたインタラクティブな体験を生み出すため、テクノロジーも業界に革命をもたらしています。さらに、持続可能性への懸念から、消費者はリサイクル素材を使用した環境に優しい玩具を求めるようになり、環境に配慮した製品の開発が推進されています。最後に、eコマースの成長は流通の形を変え、世界中で多様な玩具への幅広いアクセスを可能にしています。

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
• 技術分析

玩具市場規模：製品タイプ別

• 市場概要
• 教育玩具
• 組み立て玩具
• 音楽玩具
• ゲーム玩具
• 人形とミニチュア
• 自動車玩具
• ごっこ遊び玩具
• その他（美術工芸玩具、楽器等）

玩具市場規模：価格帯別

• 市場概要
• 低価格
• 中価格
• 高価格

玩具市場規模：年齢層別

• 市場概要
• 1歳未満
• 1～3歳
• 3～5歳
• 5～12歳
• 12歳以上

玩具市場規模：素材別

• 市場概要
• プラスチック
• 木製
• 金属
• ファブリック
• 生分解性/有機材料
• ハイブリッド

玩具市場規模：最終用途別

• 市場概要
• 個人
• 商業

玩具市場規模：流通チャネル別

• 市場概要
• オンライン
  • Eコマースウェブサイト
  • 会社所有のウェブサイト
• オフライン
  • ハイパーマーケット/スーパーマーケット
  • デパート
  • 専門店
  • その他の小売店

玩具市場規模

• 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年）

主要企業プロファイル

• The LEGO Group（Denmark）
• Mattel, Inc.（USA）
• Hasbro, Inc.（USA）
• Bandai Namco Holdings Inc.（Japan）
• Spin Master Corp.（Canada）
• MGA Entertainment, Inc.（USA）
• Jakks Pacific, Inc.（USA）
• Tomy Company, Ltd.（Japan）
• VTech Holdings Ltd.（Hong Kong）
• Ravensburger AG（Germany）
• Playmobil（Germany）
• Schleich GmbH（Germany）
• Moose Toys（Australia）
• Fisher-Price（USA）
• Simba Dickie Group（Germany）
• Melissa & Doug LLC（USA）
• Funskool India Ltd.（India）
• LeapFrog Enterprises, Inc.（USA）
• Sega Sammy Holdings Limited（Japan）
• Clementoni Spa（Italy）

結論と提言

Toys Market size was valued at USD 120.0 billion in 2023 and is poised to grow from USD 124.8 billion in 2024 to USD 170.8 billion by 2032, growing at a CAGR of 4.0% during the forecast period (2025-2032).

The international toys market is undergoing significant transformations driven by changing consumer preferences, technological advancements, and global economic trends. There is a noticeable shift towards educational and STEM toys, with parents and educators increasingly valuing products that foster learning, creativity, and problem-solving skills. Consequently, demand for engaging toys like robotics kits and coding toys is on the rise. Technology is also revolutionizing the industry, as augmented reality (AR) and virtual reality (VR) create interactive experiences that merge physical with digital play. Moreover, sustainability concerns are prompting consumers to seek eco-friendly toys made from recycled materials, driving the development of environmentally-conscious products. Lastly, the growth of e-commerce is reshaping distribution, enabling broad access to diverse toy offerings worldwide.

Top-down and bottom-up approaches were used to estimate and validate the size of the Toys 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 Market Segments Analysis

Global Toys Market is segmented by Product Type, Price Range, Age Group, Material, End Use, Distribution Channel and region. Based on Product Type, the market is segmented into Educational Toy, Construction Toy, Musical Toy, Game Toy, Doll & Miniature, Automotive Toy, Pretended Play Toy and Others (Art and Craft Toys, Musical Instruments etc.). Based on Price Range, the market is segmented into Low, Medium and High. Based on Age Group, the market is segmented into Below 1 Yrs., Age 1- 3, Age 3- 5, Age 5- 12 and Age 12+. Based on Material, the market is segmented into Plastic, Wooden, Metal, Fabric and Biodegradable/Organic Materials. Based on End Use, the market is segmented into Individual and Commercial. Based on Distribution Channel, the market is segmented into Online and Offline. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Toys Market

The toys market is significantly propelled by the economic growth in emerging markets, coupled with the increasing disposable income of households across various regions. As families find themselves with more financial freedom, they are more inclined to invest in non-essential items like toys, leading to a surge in demand for diverse toy offerings. This trend is particularly pronounced in countries with burgeoning middle-class populations, where parents are eager to allocate resources towards the developmental and entertainment needs of their children. As a result, the toys market continues to flourish, reflecting the changing economic landscape and consumer priorities.

Restraints in the Toys Market

Concerns regarding safety have significantly restricted the growth of the toy market. Incidents involving product recalls due to safety issues, including small parts that may present choking hazards or toxic materials, can severely damage a company's reputation and erode consumer confidence. In response, governments and regulatory authorities have enacted stricter safety standards and regulations, resulting in increased production costs and restrictions on the types of materials that can be utilized in toy manufacturing. These factors create additional challenges for manufacturers, as they must navigate complex compliance requirements while striving to maintain product quality and affordability to meet market demands.

Market Trends of the Toys Market

In recent years, the toys market has witnessed a significant trend towards educational toys, particularly within the STEM (Science, Technology, Engineering, and Mathematics) segment. Parents and caregivers are increasingly prioritizing toys that provide learning opportunities alongside entertainment. This shift is fueled by a growing awareness of the importance of early childhood education and skill development. Consequently, toy manufacturers are responding to this demand by expanding their offerings to include a diverse array of educational products, such as robotics kits, science experiment sets, and coding games. This trend is not only reshaping consumer preferences but also driving innovation in the toys market, ensuring that playtime is both fun and formative.

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
• Technology Analysis

Global Toys Market Size by Product Type & CAGR (2025-2032)

• Market Overview
• Educational Toy
• Construction Toy
• Musical Toy
• Game Toy
• Doll & Miniature
• Automotive Toy
• Pretended Play Toy
• Others (Art and Craft Toys, Musical Instruments etc.)

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

• Market Overview
• Low
• Medium
• High

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

• Market Overview
• Below 1 Yrs
• Age 1- 3
• Age 3- 5
• Age 5- 12
• Age 12+

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

• Market Overview
• Plastic
• Wooden
• Metal
• Fabric
• Biodegradable/Organic Materials
• Hybrid

Global Toys Market Size by End Use & CAGR (2025-2032)

• Market Overview
• Individual
• Commercial

Global Toys Market Size by Distribution Channel & CAGR (2025-2032)

• Market Overview
• Online
  • E-Commerce Website
  • Company Owned Website
• Offline
  • Hypermarket/Supermarket
  • Departmental Stores
  • Specialized Stores
  • Other Retail Stores

Global Toys Market Size & CAGR (2025-2032)

• North America (Product Type, Price Range, Age Group, Material, End Use, Distribution Channel)
  • US
  • Canada
• Europe (Product Type, Price Range, Age Group, Material, End Use, Distribution Channel)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Product Type, Price Range, Age Group, Material, End Use, Distribution Channel)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Product Type, Price Range, Age Group, Material, End Use, Distribution Channel)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Product Type, Price Range, Age Group, Material, End Use, Distribution Channel)
  • 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

• The LEGO Group (Denmark)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Mattel, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Hasbro, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Bandai Namco Holdings Inc. (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Spin Master Corp. (Canada)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• MGA Entertainment, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Jakks Pacific, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Tomy Company, Ltd. (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• VTech Holdings Ltd. (Hong Kong)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Ravensburger AG (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Playmobil (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Schleich GmbH (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Moose Toys (Australia)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Fisher-Price (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Simba Dickie Group (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Melissa & Doug LLC (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Funskool India Ltd. (India)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• LeapFrog Enterprises, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Sega Sammy Holdings Limited (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Clementoni Spa (Italy)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations