玩具・ゲーム市場：製品タイプ別、年齢層別、流通チャネル別、地域別、2026-2032年

玩具・ゲーム市場の評価-2026-2032年

この業界では、スマート人形やAR（拡張現実）ゲームなど、ハイテクを取り入れた玩具が急増しています。これらの技術革新は、伝統的な遊びとデジタル体験を融合させ、ハイテクに精通した子供や親の関心を集めています。こうして、技術統合が市場規模の成長を押し上げ、2024年には1,557億5,000万米ドルを突破し、2032年には2,764億3,000万米ドルの評価額に達します。

玩具企業は、インフルエンサーやターゲット広告を通じて自社製品を宣伝するために、ますますソーシャルメディアプラットフォームを利用するようになっています。この戦略は、ブランドの認知度を高め、新作の発売を心待ちにさせ、売上を押し上げます。したがって、ソーシャルメディアの影響力により、2026年から2032年までのCAGRは7.45%で成長します。

玩具・ゲーム市場定義／概要

玩具・ゲームは、ユーザーを楽しませ、教育し、関与させるように設計された多様な製品の集合体であり、主に子供をターゲットとしているが、大人にも魅力的です。これらの商品には、ボードゲーム、アクションフィギュア、人形、パズルなどの物理的なものから、デジタル形式や物理的要素とバーチャル要素の両方を組み合わせたハイブリッド商品までが含まれます。これらはレクリエーションの道具として機能し、楽しみを提供し、一人遊びであれ家族活動であれ、社会的相互作用を促進します。

娯楽を提供するだけでなく、多くの玩具やゲームは教育的な目的も念頭に置いて作られています。子どもの認知能力や運動能力、創造性、問題解決能力の開発をサポートすることを目的としています。例えば、積み木、STEMキット、教育的ボードゲーム、遊びを通して学習を促進するインタラクティブな電子玩具などがあります。

今後、玩具・ゲームの未来は、技術の進歩にますます影響されると予想されます。拡張現実（AR）、仮想現実（VR）、人工知能（AI）、インターネット接続の統合は、インタラクティブなゲームプレイを強化し、パーソナライズされた学習体験を提供し、没入感のあるストーリーテリングを提供すると思われます。これらのイノベーションは、玩具・ゲーム業界を変革し、遊びをこれまで以上に魅力的で教育的なものにすると思われます。

知育玩具の人気の高まりとグリーン玩具への嗜好の高まりが玩具・ゲーム市場の成長を急成長させる？

遊びを通して認知の発達と学習を促す知育玩具への需要の高まり。親は子どもの知的成長に課題し、刺激する玩具を求めています。ビデオゲーム分野は、コンソール、ジョイスティック、モバイルゲームなどの市場が拡大し、繁栄を続けています。この分野は、さまざまな年齢層や興味に対応し、ゲーマーに娯楽とリラクゼーションを提供しています。持続可能な素材から作られた環境に優しい玩具への嗜好が高まっているのは、プラスチック製玩具に関連する健康と安全への懸念によるものです。これを受けて、企業は環境にやさしい製品を製造し、欧州の玩具安全指令（TSD、指令2009/48/E.C.）などの規制に対応しています。この指令は、玩具が厳しい安全基準を満たすことを義務付けており、環境に優しい選択肢の増加につながっています。

E.C.適合宣言書の作成など、安全規制を遵守する必要性が、メーカーをより安全で環境に優しい製品の製造へと駆り立てています。多くの小規模新興企業もBPAやフタル酸エステルフリーの玩具に注力しており、環境に優しい選択肢への大きなシフトを反映しています。持続可能な玩具に対する需要の高まりに対応するため、各社は市場への参入を拡大しています。米国や英国などでは80％以上の親が環境に優しい玩具を好むため、企業は新たな地域市場を開拓し、この消費者層の拡大に対応しようとしています。

偽造問題は玩具・ゲーム市場の成長をどう阻害するか？

玩具は模倣品のターゲットになりやすく、その大半はオンラインで販売されています。例えば、2018年の米国政府の検査では、第三者のオンライン販売業者から注文された47個のおもちゃのうち20個が偽造品でした。eコマースプラットフォームは、参入障壁が最小であるため、検証されていない商品の販売を促進しています。徹底した審査が行われず、模倣品ベンダーの報告も遅れていることが、この問題を悪化させています。欧州では、玩具がたばこに次いで多く押収されており、税関押収品全体の14％を占めています。玩具の偽造品の多くはアジア、特に中国が原産地で、AmazonやeBayといった大手オンラインプラットフォームで販売されています。鉛塗料や発がん性プラスチックなど有害な材料で作られることが多いこれらの偽造品は、子どもたちに危険をもたらし、ブランドの品位を損ない、市場の成長に影響を与えます。

景気後退は裁量支出の減少につながり、親が玩具のような必需品でないものを買い控える原因となります。このような個人消費の減少は、市場全体の成長に大きな影響を与える可能性があります。COVID-19パンデミックのような出来事は、グローバルサプライチェーンの脆弱性を露呈しました。製造の停止や出荷の遅れは製品の欠品につながり、市場の安定を乱す可能性があります。人気キャラクターやフランチャイズに基づく玩具は、多額のライセンス料を必要とすることが多いです。こうしたコストはメーカーの利幅を圧迫し、ライセンス製品の入手可能性や種類を制限し、市場力学に影響を与えます。

目次

第1章 世界の玩具・ゲーム市場のイントロダクション

• 市場概要
• 調査範囲
• 前提条件

第2章 エグゼクティブサマリー

第3章 VERIFIED MARKET RESEARCHの調査手法

• データマイニング
• バリデーション
• 一次資料
• データソース一覧

第4章 世界の玩具・ゲーム市場の展望

• 概要
• 市場力学
  • 促進要因
  • 抑制要因
  • 機会
• ポーターのファイブフォースモデル
• バリューチェーン分析

第5章 玩具・ゲームの世界市場：製品タイプ別

• 概要
• 人形
• アウトドア・スポーツ玩具
• 建築・建設セット
• 幼児・就学前玩具
• ゲーム・パズル
• その他

第6章 玩具・ゲームの世界市場：年齢層別

• 概要
• 0～3歳
• 3～5歳
• 5～12歳
• 12～18歳
• 18歳超

第7章 玩具・ゲームの世界市場：流通チャネル別

• 概要
• オンライン
• オフライン

第8章 玩具・ゲームの世界市場：地域別

• 概要
• 北米
  • 米国
  • カナダ
  • メキシコ
• 欧州
  • ドイツ
  • 英国
  • フランス
  • その他欧州
• アジア太平洋
  • 中国
  • 日本
  • インド
  • その他アジア太平洋地域
• 世界のその他の地域
  • ラテンアメリカ
  • 中東・アフリカ

第9章 世界の玩具・ゲーム市場の競合情勢

• 概要
• 各社の市場ランキング
• 主な発展戦略

第10章 企業プロファイル

• BANDAI NAMCO Entertainment Europe S.A.S
• LEGO System A/S
• Hasbro
• Mattel
• JAKKS Pacific Inc.
• Sony Interactive Entertainment Inc.
• Nintendo
• Microsoft
• NetEase Inc.
• Sanrio Company Ltd.

第11章 主な発展

• 製品上市／開発
• 合併と買収
• 事業拡大
• パートナーシップと提携

第12章 付録

• 関連調査

Toys and Games Market Valuation - 2026-2032

The industry is experiencing a surge in tech-infused toys, such as smart dolls and augmented reality games. These innovations blend traditional play with digital experiences, capturing the interest of tech-savvy children and parents. Thus, the technological integration surges the growth of market size surpassing USD 155.75 Billion in 2024 to reach the valuation of USD 276.43 Billion by 2032.

Toy companies are increasingly using social media platforms to promote their products through influencers and targeted advertising. This strategy generates brand awareness and excitement around new releases, boosting sales. Thus, the social media influence enables the market to grow at a CAGR of 7.45% from 2026 to 2032.

Toys and Games Market: Definition/ Overview

Toys and games represent a diverse array of products designed to entertain, educate, and engage users, primarily targeting children but also appealing to adults. These items encompass physical objects such as board games, action figures, dolls, and puzzles, as well as digital formats and hybrids that combine both physical and virtual elements. They serve as tools for recreation, offering enjoyment and fostering social interaction, whether through solo play or family activities.

In addition to providing entertainment, many toys and games are crafted with educational objectives in mind. They aim to support the development of cognitive and motor skills, creativity, and problem-solving abilities in children. Examples include building blocks, STEM kits, educational board games, and interactive electronic toys that promote learning through play.

Looking ahead, the future of toys and games is expected to be increasingly influenced by technological advancements. Integration of augmented reality (AR), virtual reality (VR), artificial intelligence (AI), and internet connectivity will likely enhance interactive gameplay, offer personalized learning experiences, and provide immersive storytelling. These innovations are set to transform the toy and game industry, making play more engaging and educational than ever before.

How the Increasing Popularity of Educational Toys and Growing Preference for Green Toys Surge the Growth of Toys and Games Market?

The growing demand for educational toys that promote cognitive development and learning through play. Parents are seeking toys that challenge and stimulate their children's intellectual growth. The video game segment continues to thrive, with expanding markets for consoles, joysticks, and mobile games. This sector caters to various age groups and interests, offering entertainment and relaxation for gamers. The rising preference for green toys made from sustainable materials is due to health and safety concerns related to plastic toys. In response, companies are producing eco-friendly products and complying with regulations such as the Toy Safety Directive (TSD; Directive 2009/48/E.C.) in Europe. This directive mandates that toys meet strict safety standards, leading to an increase in environmentally friendly options.

The necessity to adhere to safety regulations, including the creation of an E.C. declaration of conformity, drives manufacturers to produce safer and greener products. Many small start-ups are also focusing on BPA- and phthalate-free toys, reflecting a significant shift towards eco-friendly options. To meet the increasing demand for sustainable toys, companies are expanding their market reach. More than 80% of parents in countries like the U.S. and the U.K. prefer eco-friendly toys, prompting businesses to explore new geographic markets and cater to this growing consumer base.

How the Counterfeiting Issues Impedes the Growth of Toys and Games Market?

Toys are a frequent target for counterfeiting, with the majority of fake goods sold online. For instance, a 2018 U.S. government test revealed that 20 out of 47 toys ordered from third-party online sellers were counterfeit. E-commerce platforms, with their minimal barriers to entry, facilitate the sale of unverified products. The lack of thorough screening and delayed reporting of counterfeit vendors exacerbates this issue. In Europe, toys are the second most seized counterfeit goods after cigarettes, making up 14% of all customs seizures. Most counterfeit toys originate from Asia, particularly China, and are sold on major online platforms like Amazon and eBay. These fake products, often made with harmful materials such as lead paint and carcinogenic plastics, pose risks to children and undermine brand integrity, impacting market growth.

Economic downturns can lead to reduced discretionary spending, causing parents to cut back on non-essential items like toys. This decrease in consumer spending can significantly affect the overall market growth. Events such as the COVID-19 pandemic have exposed the vulnerability of global supply chains. Manufacturing shutdowns and shipping delays can lead to product shortages and disrupt market stability. Toys based on popular characters or franchises often require substantial licensing fees. These costs squeeze profit margins for manufacturers and limit the availability and variety of licensed products, affecting market dynamics.

Category-Wise Acumens

How the Innovative and Distinctive Products Surge the Growth of Games & Puzzles Segment?

The games & puzzles segment has emerged as a dominant segment in the toys and games market, driven by the introduction of innovative and distinctive products that capture consumer interest and enhance market appeal. For instance, the trend is the release of the 'The Mandalorian' playing cards by Theory11 and Star Wars in January 2021. This premium deck stands out with its exclusive illustrations of iconic characters from the show, including Mando, Baby Yoda, IG-11, Moff Gideon, and Cara Dune, featured prominently on the Aces, Jokers, and court cards.

The packaging of these playing cards exemplifies the segment's emphasis on high-quality, unique design. Encased in Beskar silver foil and space black, with striking red foil accents, the box showcases a sculpted 3D embossed Mandalorian helmet, setting it apart from conventional designs. The attention to detail extends to the production process, with hand-drawn illustrations printed on FSC-certified paper sourced from sustainable forests. The use of vegetable-based inks and starch-based laminates further underscores the commitment to eco-friendly practices. Such innovative products not only cater to the growing consumer demand for premium and aesthetically appealing games and puzzles but also highlight the segment's role in driving market growth. The focus on quality, unique design elements, and sustainable materials is redefining consumer expectations and establishing the games & puzzles segment as a leading player in the toys and games market.

How the Broad Availability and Convenience of In-person Shopping Accelerates the Growth of Offline Segment?

The offline segment holds a dominant segment in the toys and games market, bolstered by the extensive reach and accessibility of various retail outlets. This segment encompasses a wide range of retail formats, including department stores, chain stores, supermarkets, discount retailers, warehouse retailers, franchises, malls, shopping centers, mom-and-pop stores, dollar stores, and convenience retailers. Their broad availability and the convenience of in-person shopping make these stores highly popular destinations for purchasing toys and games.

In the U.S., many supermarkets and hypermarkets operate until midnight, thanks to favorable government regulations. These extended operating hours enhance product visibility and accessibility, further boosting toy and game sales through these channels. The presence of innovative educational games in these retail environments also contributes to increased consumer interest and purchases. The Offline segment benefits from growing infrastructure related to specialty toy stores and brand stores, which supports its significant market share.

Country/Region-wise Acumens

How the Increasing E-commerce Growth and Rising Disposable Incomes Foster the Growth of Toys and Games Market in Asia Pacific?

The Asia-Pacific region is emerging as a dominant region in the toys and games market, driven by rising disposable incomes, rapid urbanization, and a growing middle class in developing economies like China and India. As household incomes increase, so does consumer spending on toys and educational products for children, further fueling market growth. Urbanization across the region is expanding the middle class, leading to higher disposable incomes that are increasingly being spent on recreational and educational toys. In addition to rising consumer spending, the growth of domestic toy manufacturers catering to local markets with competitively priced products is strengthening the region's market presence. The rise of e-commerce platforms in Asia-Pacific also plays a significant role, offering consumers easier access to a wider variety of toys and games, further expanding market opportunities.

According to the U.N.'s "World Population Prospects 2019" report, Asia's population, excluding Western Asia, is expected to grow from 4.326 billion to 4.654 billion by 2030. This population growth, coupled with increasing consumer demand, makes the Asia-Pacific region a lucrative market for toy and game manufacturers in the years to come. The region has also seen innovation in traditional gaming formats, such as playing cards, with the integration of augmented reality and interactive technology. For instance, Sony's "Project Field" platform, set to release in Japan, uses Bluetooth and NFC technology to transform physical cards into digital experiences, enhancing how children play and learn. These innovations, along with strong market fundamentals, position the Asia-Pacific as a leader in the global Toys and Games Market.

How the High-Quality, Durable, and Innovative Toys Foster the Growth of the Toys and Games Market in North America?

North America is expected to experience rapid growth in the toys and games market, driven by consumers' willingness to pay a premium for high-quality, durable, and innovative toys. This preference for well-crafted, educational toys and tech-integrated experiences is fueling market demand, particularly as parents increasingly seek out products that offer developmental benefits for their children. The region's children are also heavily influenced by popular media franchises, with licensed toys based on movies, TV shows, and video games continuing to be a major sales driver. As new films and games are released, the demand for corresponding toys surges, further boosting the market.

E-commerce platforms like Amazon and specialized online toy stores are playing a significant role in this growth by providing easy access to a wide selection of toys. The convenience of online shopping, combined with product variety, has helped increase overall market penetration. Moreover, stay-at-home orders during the COVID-19 pandemic amplified demand for family-oriented products, such as educational toys, creative crafts, traditional board games, and innovative games that the entire family can enjoy together. Teenagers also contributed to this growth by spending more time bonding with family and friends over social media and gaming platforms, such as Xbox, and innovative board games available through apps like Facebook Gaming.

Competitive Landscape

The competitive landscape of the Toys and Games Market is dynamic and constantly evolving. Manufacturers must stay ahead of industry trends, invest in innovation, and focus on quality and safety to remain competitive.

The organizations are focusing on innovating their product line to serve the vast population in diverse regions. Some of the prominent players operating in the toys and games market include:

• BANDAI NAMCO Entertainment Europe S.A.S
• LEGO System A/S
• Hasbro
• Mattel
• JAKKS Pacific, Inc.
• Sony Interactive Entertainment, Inc.
• Nintendo
• Microsoft
• NetEase, Inc.
• Sanrio Company, Ltd.

Latest Developments:

• In September 2020, Moonbug Entertainment teamed with Jazwares Company, a subsidiary of Alleghany Capital Corporation, to create a children's toy line based on the musical and 3D animated video series CoComelon. This is likely to greatly increase demand for the company's gaming gadgets.
• In November 2020. Luki Lab, a Strottman International subsidiary, announced the launch of two innovative toys called Gojo Adventure and Pixies.

Toys and Games Market, By Category

• Product Type:
• Dolls
• Outdoor and Sports Toy
• Building and Construction Set
• Infant and Preschool Toy
• Games & Puzzles
• Age Group:
• Up to 8 Years

5-12 Years

12-18 Years

18+ Years

• Distribution Channel:
• Online
• Offline
• Region:
• North America
• Europe
• Asia-Pacific
• South America
• Middle East & Africa

TABLE OF CONTENTS

1 INTRODUCTION OF GLOBAL TOYS AND GAMES MARKET

• 1.1 Overview of the Market
• 1.2 Scope of Report
• 1.3 Assumptions

2 EXECUTIVE SUMMARY

3 RESEARCH METHODOLOGY OF VERIFIED MARKET RESEARCH

• 3.1 Data Mining
• 3.2 Validation
• 3.3 Primary Interviews
• 3.4 List of Data Sources

4 GLOBAL TOYS AND GAMES MARKET OUTLOOK

• 4.1 Overview
• 4.2 Market Dynamics
  • 4.2.1 Drivers
  • 4.2.2 Restraints
  • 4.2.3 Opportunities
• 4.3 Porters Five Force Model
• 4.4 Value Chain Analysis

5 GLOBAL TOYS AND GAMES MARKET, BY PRODUCT TYPE

• 5.1 Overview
• 5.2 Dolls
• 5.3 Outdoor and Sports Toy
• 5.4 Building and Construction Set
• 5.5 Infant and Preschool Toy
• 5.6 Games & Puzzles
• 5.7 Others

6 GLOBAL TOYS AND GAMES MARKET, BY AGE GROUP

• 6.1 Overview
• 6.2 0-3 Years
• 6.3 3-5 Years
• 6.4 5-12 Years
• 6.5 12-18 Years
• 6.6 18+ Years

7 GLOBAL TOYS AND GAMES MARKET, BY DISTRIBUTION CHANNEL

• 7.1 Overview
• 7.2 Online
• 7.3 Offline

8 GLOBAL TOYS AND GAMES MARKET, BY GEOGRAPHY

• 8.1 Overview
• 8.2 North America
  • 8.2.1 U.S.
  • 8.2.2 Canada
  • 8.2.3 Mexico
• 8.3 Europe
  • 8.3.1 Germany
  • 8.3.2 U.K.
  • 8.3.3 France
  • 8.3.4 Rest of Europe
• 8.4 Asia Pacific
  • 8.4.1 China
  • 8.4.2 Japan
  • 8.4.3 India
  • 8.4.4 Rest of Asia Pacific
• 8.5 Rest of the World
  • 8.5.1 Latin America
  • 8.5.2 Middle East and Africa

9 GLOBAL TOYS AND GAMES MARKET COMPETITIVE LANDSCAPE

• 9.1 Overview
• 9.2 Company Market Ranking
• 9.3 Key Development Strategies

10 COMPANY PROFILES

• 10.1 BANDAI NAMCO Entertainment Europe S.A.S
  • 10.1.1 Overview
  • 10.1.2 Financial Performance
  • 10.1.3 Product Outlook
  • 10.1.4 Key Developments
• 10.2 LEGO System A/S
  • 10.2.1 Overview
  • 10.2.2 Financial Performance
  • 10.2.3 Product Outlook
  • 10.2.4 Key Developments
• 10.3 Hasbro
  • 10.3.1 Overview
  • 10.3.2 Financial Performance
  • 10.3.3 Product Outlook
  • 10.3.4 Key Developments
• 10.4 Mattel
  • 10.4.1 Overview
  • 10.4.2 Financial Performance
  • 10.4.3 Product Outlook
  • 10.4.4 Key Developments
• 10.5 JAKKS Pacific Inc.
  • 10.5.1 Overview
  • 10.5.2 Financial Performance
  • 10.5.3 Product Outlook
  • 10.5.4 Key Developments
• 10.6 Sony Interactive Entertainment Inc.
  • 10.6.1 Overview
  • 10.6.2 Financial Performance
  • 10.6.3 Product Outlook
  • 10.6.4 Key Developments
• 10.7 Nintendo
  • 10.7.1 Overview
  • 10.7.2 Financial Performance
  • 10.7.3 Product Outlook
  • 10.7.4 Key Developments
• 10.8 Microsoft
  • 10.8.1 Overview
  • 10.8.2 Financial Performance
  • 10.8.3 Product Outlook
  • 10.8.4 Key Developments
• 10.9 NetEase Inc.
  • 10.9.1 Overview
  • 10.9.2 Financial Performance
  • 10.9.3 Product Outlook
  • 10.9.4 Key Developments
• 10.10 Sanrio Company Ltd.
  • 10.10.1 Overview
  • 10.10.2 Financial Performance
  • 10.10.3 Product Outlook
  • 10.10.4 Key Developments

11 KEY DEVELOPMENTS

• 11.1 Product Launches/Developments
• 11.2 Mergers and Acquisitions
• 11.3 Business Expansions
• 11.4 Partnerships and Collaborations

12 Appendix

• 12.1 Related Research