伝統的玩具・ゲーム市場 - 世界の産業規模、シェア、動向、機会、予測、製品タイプ別、販売チャネル別、地域別、競合別、2020年～2030年

伝統的玩具・ゲームの世界市場規模は2024年に963億1,000万米ドルとなり、予測期間中のCAGRは5.19%で、2030年までには1,301億3,000万米ドルに達すると予測されます。

同市場は、進化する消費者行動とノスタルジアを原動力とする購買の影響拡大により、再び勢いを増しています。大人が個人的に楽しむために玩具を購入する「キッズアルト」セグメントの台頭は、需要パターンを大きく変化させ、レゴセットやコレクション人形のような製品は高年齢層の間で強い支持を得ています。同時に、子どもの認知、創造、情緒の発達を助けるため、親はスクリーンを使わない遊びを優先し、パズル、組み立てセット、知育玩具への関心を高めています。環境問題への関心も製品の選好に影響を与えており、リサイクル可能な素材や持続可能な素材を使った玩具への需要が高まっています。こうした動向の収束とともに、伝統的玩具は先進国市場でも新興国市場でも再び注目を集めつつあり、幅広い製品革新と消費者心理の形成におけるソーシャルメディアの影響力がそれを支えています。

主要な市場促進要因

ノスタルジーと「Kidult」市場の台頭

主要な市場課題

デジタルエンターテインメントとの競合

主要市場動向

収集可能なブラインドボックスの急増

伝統的な遊びへのテクノロジーの統合

目次

第1章 イントロダクション

第2章 調査手法

第3章 エグゼクティブサマリー

第4章 顧客の声

第5章 世界の伝統的玩具・ゲーム市場展望

• 市場規模・予測
  • 金額別
• 市場シェア・予測
  • 製品タイプ別（アウトドア・スポーツ玩具、組み立てセット、人形・ぬいぐるみ、乗り物玩具、その他）
  • 販売チャネル別（スーパーマーケット/ハイパーマーケット、専門店、オンライン、その他）
  • 地域別
  • 企業別（2024年）
• 市場マップ

第6章 北米の伝統的玩具・ゲーム市場展望

• 市場規模・予測
• 市場シェア・予測
• 北米：国別分析
  • 米国
  • カナダ
  • メキシコ

第7章 欧州の伝統的玩具・ゲーム市場展望

• 市場規模・予測
• 市場シェア・予測
• 欧州：国別分析
  • フランス
  • ドイツ
  • スペイン
  • イタリア
  • 英国

第8章 アジア太平洋の伝統的玩具・ゲーム市場展望

• 市場規模・予測
• 市場シェア・予測
• アジア太平洋：国別分析
  • 中国
  • 日本
  • インド
  • 韓国
  • インドネシア

第9章 中東・アフリカの伝統的玩具・ゲーム市場展望

• 市場規模・予測
• 市場シェア・予測
• 中東・アフリカ：国別分析
  • 南アフリカ
  • サウジアラビア
  • アラブ首長国連邦
  • トルコ

第10章 南米の伝統的玩具・ゲーム市場展望

• 市場規模・予測
• 市場シェア・予測
• 南米：国別分析
  • ブラジル
  • アルゼンチン
  • コロンビア

第11章 市場力学

• 促進要因
• 課題

第12章 市場動向と発展

• 合併と買収
• 製品上市
• 最近の動向

第13章 混乱：紛争、パンデミック、貿易障壁

第14章 ポーターのファイブフォース分析

• 業界内の競合
• 新規参入の可能性
• サプライヤーの力
• 顧客の力
• 代替品の脅威

第15章 競合情勢

• 企業プロファイル
  • Dream International Limited
  • Hasbro, Inc.
  • Jakks Pacific Inc.
  • Mattel, Inc.
  • Lego A/S
  • BANDAI NAMCO Holdings Inc.
  • LeapFrog Enterprises, Inc.
  • Spin Master Corp
  • Tomy Co., Ltd.
  • Playmates Toys Limited

第16章 戦略的提言

第17章 調査会社について・免責事項

The Global Traditional Toys and Games Market was valued at USD 96.31 billion in 2024 and is projected to reach USD 130.13 billion by 2030, growing at a CAGR of 5.19% during the forecast period. The market is experiencing renewed momentum, driven by evolving consumer behavior and the expanding influence of nostalgia-driven purchases. The rise of the "kidult" segment-adults purchasing toys for personal enjoyment-has significantly reshaped demand patterns, with products like LEGO sets and collectible dolls gaining strong traction among older age groups. At the same time, parents are prioritizing screen-free play to aid children's cognitive, creative, and emotional development, fueling interest in puzzles, building sets, and educational toys. Environmental concerns are also impacting product preferences, with rising demand for toys made from recyclable or sustainable materials. As these trends converge, traditional toys are regaining relevance in both developed and emerging markets, supported by broad product innovation and the influence of social media in shaping consumer sentiment.

Key Market Drivers

Nostalgia and the Rise of the 'Kidult' Market

Nostalgia is a powerful force driving the growth of the traditional toys and games market, as adults increasingly revisit beloved childhood brands and characters. Toys from past decades-such as Care Bears, Tamagotchi, and Sylvanian Families-are being reintroduced and embraced by adult consumers seeking comfort and emotional connection. This "kidult" demographic is playing a larger role in toy sales, contributing to the resurgence of classic products and collectibles. Social media platforms further amplify this trend by building online communities and normalizing adult toy collecting, turning what was once niche behavior into a mainstream cultural phenomenon.

Key Market Challenges

Competition from Digital Entertainment

A key challenge for the traditional toys and games market is the growing competition from digital devices and platforms. With the widespread adoption of smartphones, tablets, and video games, children are increasingly drawn to interactive digital experiences. These platforms often offer more dynamic, personalized content than physical toys. Studies show that in many developed nations, children now spend an average of 7-8 hours daily on screens, reducing time available for physical play. This shift is prompting toy manufacturers to explore hybrid solutions that integrate digital features into physical products. While AR, app-connected toys, and smart educational games offer some solutions, striking the right balance between physical engagement and digital innovation remains a complex challenge for the industry.

Key Market Trends

The Surge of Collectible Blind Boxes

Collectible blind boxes have emerged as a major trend in the traditional toys and games space, combining surprise elements with the thrill of collecting. Brands like Pop Mart have gained widespread popularity with their mystery-box approach, attracting consumers-particularly Gen Z and millennials-who value novelty and exclusivity. The format encourages repeat purchases and collection-building, contributing to brand loyalty and viral engagement. Pop Mart, for instance, doubled its 2024 sales to USD 1.8 billion and now commands a market valuation of USD 38 billion, surpassing traditional toymakers such as Mattel and Hasbro.

Integration of Technology into Traditional Play

Technological innovation is reshaping traditional play by blending physical toys with smart features such as augmented reality (AR), virtual reality (VR), and artificial intelligence (AI). These tech-enhanced toys offer interactive, immersive experiences that appeal to today's digitally native children. AR-enabled toys, for example, can project digital animations over physical components, turning standard playtime into engaging adventures. This integration is allowing traditional toys to evolve with modern preferences, ensuring continued relevance and expanding their educational and entertainment potential.

Key Market Players

• Dream International Limited
• Hasbro, Inc.
• Jakks Pacific Inc.
• Mattel, Inc.
• Lego A/S
• BANDAI NAMCO Holdings Inc.
• LeapFrog Enterprises, Inc.
• Spin Master Corp
• Tomy Co., Ltd.
• Playmates Toys Limited

Report Scope:

In this report, the Global Traditional Toys and Games Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Traditional Toys and Games Market, By Product Type:

• Outdoor & Sports Toys
• Construction Sets
• Dolls & Plush Toys
• Vehicles Toys
• Others

Traditional Toys and Games Market, By Sales Channel:

• Supermarkets/Hypermarkets
• Specialty Stores
• Online
• Others

Traditional Toys and Games Market, By Region:

• North America
  • United States
  • Canada
  • Mexico
• Europe
  • France
  • United Kingdom
  • Italy
  • Germany
  • Spain
• Asia-Pacific
  • China
  • Japan
  • India
  • South Korea
  • Indonesia
• South America
  • Argentina
  • Colombia
  • Brazil
• Middle East & Africa
  • South Africa
  • Saudi Arabia
  • UAE
  • Turkey

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Traditional Toys and Games Market.

Available Customizations:

Global Traditional Toys and Games Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Introduction

• 1.1. Product Overview
• 1.2. Key Highlights of the Report
• 1.3. Market Coverage
• 1.4. Market Segments Covered
• 1.5. Research Tenure Considered

2. Research Methodology

• 2.1. Methodology Landscape
• 2.2. Objective of the Study
• 2.3. Baseline Methodology
• 2.4. Formulation of the Scope
• 2.5. Assumptions and Limitations
• 2.6. Sources of Research
• 2.7. Approach for the Market Study
• 2.8. Methodology Followed for Calculation of Market Size & Market Shares
• 2.9. Forecasting Methodology

3. Executive Summary

• 3.1. Overview of the Market
• 3.2. Overview of Key Market Segmentations
• 3.3. Overview of Key Market Players
• 3.4. Overview of Key Regions
• 3.5. Overview of Market Drivers, Challenges, and Trends

4. Voice of Customer

• 4.1. Brand Awareness
• 4.2. Factors Influence Purchase Decision

5. Global Traditional Toys and Games Market Outlook

• 5.1. Market Size & Forecast
  • 5.1.1. By Value
• 5.2. Market Share & Forecast
  • 5.2.1. By Product Type (Outdoor & Sports Toys, Construction Sets, Dolls & Plush Toys, Vehicles Toys, Others)
  • 5.2.2. By Sales Channel (Supermarkets/Hypermarkets, Specialty Stores, Online, Others)
  • 5.2.3. By Region
  • 5.2.4. By Company (2024)
• 5.3. Market Map

6. North America Traditional Toys and Games Market Outlook

• 6.1. Market Size & Forecast
  • 6.1.1. By Value
• 6.2. Market Share & Forecast
  • 6.2.1. By Product Type
  • 6.2.2. By Sales Channel
  • 6.2.3. By Country
• 6.3. North America: Country Analysis
  • 6.3.1. United States Traditional Toys and Games Market Outlook
    • 6.3.1.1. Market Size & Forecast
      • 6.3.1.1.1. By Value
    • 6.3.1.2. Market Share & Forecast
      • 6.3.1.2.1. By Product Type
      • 6.3.1.2.2. By Sales Channel
  • 6.3.2. Canada Traditional Toys and Games Market Outlook
    • 6.3.2.1. Market Size & Forecast
      • 6.3.2.1.1. By Value
    • 6.3.2.2. Market Share & Forecast
      • 6.3.2.2.1. By Product Type
      • 6.3.2.2.2. By Sales Channel
  • 6.3.3. Mexico Traditional Toys and Games Market Outlook
    • 6.3.3.1. Market Size & Forecast
      • 6.3.3.1.1. By Value
    • 6.3.3.2. Market Share & Forecast
      • 6.3.3.2.1. By Product Type
      • 6.3.3.2.2. By Sales Channel

7. Europe Traditional Toys and Games Market Outlook

• 7.1. Market Size & Forecast
  • 7.1.1. By Value
• 7.2. Market Share & Forecast
  • 7.2.1. By Product Type
  • 7.2.2. By Sales Channel
  • 7.2.3. By Country
• 7.3. Europe: Country Analysis
  • 7.3.1. France Traditional Toys and Games Market Outlook
    • 7.3.1.1. Market Size & Forecast
      • 7.3.1.1.1. By Value
    • 7.3.1.2. Market Share & Forecast
      • 7.3.1.2.1. By Product Type
      • 7.3.1.2.2. By Sales Channel
  • 7.3.2. Germany Traditional Toys and Games Market Outlook
    • 7.3.2.1. Market Size & Forecast
      • 7.3.2.1.1. By Value
    • 7.3.2.2. Market Share & Forecast
      • 7.3.2.2.1. By Product Type
      • 7.3.2.2.2. By Sales Channel
  • 7.3.3. Spain Traditional Toys and Games Market Outlook
    • 7.3.3.1. Market Size & Forecast
      • 7.3.3.1.1. By Value
    • 7.3.3.2. Market Share & Forecast
      • 7.3.3.2.1. By Product Type
      • 7.3.3.2.2. By Sales Channel
  • 7.3.4. Italy Traditional Toys and Games Market Outlook
    • 7.3.4.1. Market Size & Forecast
      • 7.3.4.1.1. By Value
    • 7.3.4.2. Market Share & Forecast
      • 7.3.4.2.1. By Product Type
      • 7.3.4.2.2. By Sales Channel
  • 7.3.5. United Kingdom Traditional Toys and Games Market Outlook
    • 7.3.5.1. Market Size & Forecast
      • 7.3.5.1.1. By Value
    • 7.3.5.2. Market Share & Forecast
      • 7.3.5.2.1. By Product Type
      • 7.3.5.2.2. By Sales Channel

8. Asia-Pacific Traditional Toys and Games Market Outlook

• 8.1. Market Size & Forecast
  • 8.1.1. By Value
• 8.2. Market Share & Forecast
  • 8.2.1. By Product Type
  • 8.2.2. By Sales Channel
  • 8.2.3. By Country
• 8.3. Asia-Pacific: Country Analysis
  • 8.3.1. China Traditional Toys and Games Market Outlook
    • 8.3.1.1. Market Size & Forecast
      • 8.3.1.1.1. By Value
    • 8.3.1.2. Market Share & Forecast
      • 8.3.1.2.1. By Product Type
      • 8.3.1.2.2. By Sales Channel
  • 8.3.2.Japan Traditional Toys and Games Market Outlook
    • 8.3.2.1. Market Size & Forecast
      • 8.3.2.1.1. By Value
    • 8.3.2.2. Market Share & Forecast
      • 8.3.2.2.1. By Product Type
      • 8.3.2.2.2. By Sales Channel
  • 8.3.3. India Traditional Toys and Games Market Outlook
    • 8.3.3.1. Market Size & Forecast
      • 8.3.3.1.1. By Value
    • 8.3.3.2. Market Share & Forecast
      • 8.3.3.2.1. By Product Type
      • 8.3.3.2.2. By Sales Channel
  • 8.3.4. South Korea Traditional Toys and Games Market Outlook
    • 8.3.4.1. Market Size & Forecast
      • 8.3.4.1.1. By Value
    • 8.3.4.2. Market Share & Forecast
      • 8.3.4.2.1. By Product Type
      • 8.3.4.2.2. By Sales Channel
  • 8.3.5. Indonesia Traditional Toys and Games Market Outlook
    • 8.3.5.1. Market Size & Forecast
      • 8.3.5.1.1. By Value
    • 8.3.5.2. Market Share & Forecast
      • 8.3.5.2.1. By Product Type
      • 8.3.5.2.2. By Sales Channel

9. Middle East & Africa Traditional Toys and Games Market Outlook

• 9.1. Market Size & Forecast
  • 9.1.1. By Value
• 9.2. Market Share & Forecast
  • 9.2.1. By Product Type
  • 9.2.2. By Sales Channel
  • 9.2.3. By Country
• 9.3. MEA: Country Analysis
  • 9.3.1. South Africa Traditional Toys and Games Market Outlook
    • 9.3.1.1. Market Size & Forecast
      • 9.3.1.1.1. By Value
    • 9.3.1.2. Market Share & Forecast
      • 9.3.1.2.1. By Product Type
      • 9.3.1.2.2. By Sales Channel
  • 9.3.2. Saudi Arabia Traditional Toys and Games Market Outlook
    • 9.3.2.1. Market Size & Forecast
      • 9.3.2.1.1. By Value
    • 9.3.2.2. Market Share & Forecast
      • 9.3.2.2.1. By Product Type
      • 9.3.2.2.2. By Sales Channel
  • 9.3.3. UAE Traditional Toys and Games Market Outlook
    • 9.3.3.1. Market Size & Forecast
      • 9.3.3.1.1. By Value
    • 9.3.3.2. Market Share & Forecast
      • 9.3.3.2.1. By Product Type
      • 9.3.3.2.2. By Sales Channel
  • 9.3.4. Turkey Traditional Toys and Games Market Outlook
    • 9.3.4.1. Market Size & Forecast
      • 9.3.4.1.1. By Value
    • 9.3.4.2. Market Share & Forecast
      • 9.3.4.2.1. By Product Type
      • 9.3.4.2.2. By Sales Channel

10. South America Traditional Toys and Games Market Outlook

• 10.1. Market Size & Forecast
  • 10.1.1. By Value
• 10.2. Market Share & Forecast
  • 10.2.1. By Product Type
  • 10.2.2. By Sales Channel
  • 10.2.3. By Country
• 10.3. South America: Country Analysis
  • 10.3.1. Brazil Traditional Toys and Games Market Outlook
    • 10.3.1.1. Market Size & Forecast
      • 10.3.1.1.1. By Value
    • 10.3.1.2. Market Share & Forecast
      • 10.3.1.2.1. By Product Type
      • 10.3.1.2.2. By Sales Channel
  • 10.3.2. Argentina Traditional Toys and Games Market Outlook
    • 10.3.2.1. Market Size & Forecast
      • 10.3.2.1.1. By Value
    • 10.3.2.2. Market Share & Forecast
      • 10.3.2.2.1. By Product Type
      • 10.3.2.2.2. By Sales Channel
  • 10.3.3. Colombia Traditional Toys and Games Market Outlook
    • 10.3.3.1. Market Size & Forecast
      • 10.3.3.1.1. By Value
    • 10.3.3.2. Market Share & Forecast
      • 10.3.3.2.1. By Product Type
      • 10.3.3.2.2. By Sales Channel

11. Market Dynamics

• 11.1. Drivers
• 11.2. Challenges

12. Market Trends & Developments

• 12.1. Merger & Acquisition (If Any)
• 12.2. Product Launches (If Any)
• 12.3. Recent Developments

13. Disruptions: Conflicts, Pandemics and Trade Barriers

14. Porters Five Forces Analysis

• 14.1. Competition in the Industry
• 14.2. Potential of New Entrants
• 14.3. Power of Suppliers
• 14.4. Power of Customers
• 14.5. Threat of Substitute Products

15. Competitive Landscape

• 15.1. Company Profiles
  • 15.1.1. Dream International Limited
    • 15.1.1.1. Business Overview
    • 15.1.1.2. Company Snapshot
    • 15.1.1.3. Products & Services
    • 15.1.1.4. Financials (As Per Availability)
    • 15.1.1.5. Key Market Focus & Geographical Presence
    • 15.1.1.6. Recent Developments
    • 15.1.1.7. Key Management Personnel
  • 15.1.2. Hasbro, Inc.
  • 15.1.3. Jakks Pacific Inc.
  • 15.1.4. Mattel, Inc.
  • 15.1.5. Lego A/S
  • 15.1.6. BANDAI NAMCO Holdings Inc.
  • 15.1.7. LeapFrog Enterprises, Inc.
  • 15.1.8. Spin Master Corp
  • 15.1.9. Tomy Co., Ltd.
  • 15.1.10. Playmates Toys Limited

16. Strategic Recommendations

17. About Us & Disclaimer