The global toys and games market was valued at US$305.57 billion in 2021, and is expected to be worth US$405.08 billion in 2026. Toys and games are considered as the physical foundation for children's play. It imparts the values of a particular historical period while directing children's conduct, stimulating their creativity, and shaping their experience.
From rattles, dolls, and toy cars to skipping ropes, board games, and jigsaw puzzles, toys and games cover a wide range of activities. Favorable demographic trends, an emerging middle class across highly populous geographies, growth in iconic toy and game brands, fusion of core owned/licensed properties with entertainment content and technology, and favorable projections for broad-based entertainment consumption in a re-opening economy post-COVID are expected to be positive factors for the toys and games market. The toys and games market is determined to grow at a CAGR of 5.80% over the forecasted period of 2022-2026.
Market Segmentation Analysis:
By Product: The report identifies six segments on the basis of product: Video Game Consoles, Dolls, Games and Puzzles, Outdoor and Sports Toys, Preschool Toys and Others. Among the product, games & puzzles toys and games segment is expected to grow at a significant rate of 6.7% due to increasing usage of social media, solving puzzles to cope with increasing mental illness, introduction of new and advanced board games and puzzles, and establishment of board game cafes. Moreover, manufacturers are developing specially curated board games for the older population, such as Hive and Big Letter Bananagrams which would also boost the market growth.
By Distribution Channel: The report identifies two segments on the basis of distribution channel: Offline and Online. Among the distribution channel, it is anticipated that the online distribution channel would experience the highest CAGR of 7.29% during the forecasted period. Online sellers include aggregators and websites operated by manufacturers. In order to better meet customer wants and boost profit margins, manufacturers have recognized the potential of the channel and are operating shopping websites, which is likely to drive the market growth.
By End User: The report provides the bifurcation of toys and games market into three segments on the basis of end user: 0-8 Age, 9-15 Age and 15 Age & Above. The 0-8 age group dominated the market in 2021, with a share of 47.3%, owing to the rising popularity of educational activities like puzzles, building, and construction sets among this age group. In comparison, the age of 9-15 is the fastest-growing segment in the market. The expansion of this segment is being driven by the increase in outdoor toys and games, and other recreational sports among children in this age group.
By Region: In the report, the global toys and games market is divided into five regions: Asia Pacific, North America, Europe, Latin America and Middle east and Africa. Asia Pacific accounted for the largest share of around 37% in the global toys and games market in 2021. The growing inclination for educational toys beyond essential abilities is the main factor boosting the Asia-Pacific toys and games market's growth. There has been a lot of demand for these toys. For instance, among the preschool toys, Fisher-Code-A-Pillar Price's is a developmental toy that was released in China in 2016 and teaches kids how to programme and solve household computer issues. Additionally, companies have increased their presence in this region's developing nations, including China and Japan, through enhanced e-commerce or the building of new storefronts. For instance, in 2020 Lego opened 134 retail locations, 91 of which were in China.
Market Dynamics:
Growth Drivers: The market has been growing over the past few years, due to factors such as rapid urbanization, rising online sales of toys and games, increasing demand of games and puzzles for kids, shift towards indoor games, commercialization of movies and cartoon characters, and improvements in content and functionality of board games. In recent years, the increased acceptance of educational board games by parents to foster the creative development of their children's brainpower has favorably influenced the market for toys and games. Several educational institutions have begun to use educational toys and games to improve their teaching approaches and provide learners with a more involved learning experience. Cartoon characters are used extensively in product marketing, particularly in advertisements. Superheroes and Barbie dolls have become indispensable parts of childhood. The stronger the connection of the kids with character, the greater the demand for the character. This attracts youngsters to their favorite superheroes at stores and markets.
Challenges: However, some challenges are impeding the growth of the market such as increasing adoption of mobile and PC games and counterfeit toys and games. Due to a lack of trademark protection in the growing economies like Asia Pacific and Latin America, popular toys and games are being counterfeited. Counterfeiting of brands and products is a big cause of worry for industry players. Counterfeit products are frequently created without the appropriate safety norms, putting consumers at danger.
Trends: The market is projected to grow at a fast pace during the forecast period, due to various latest trends such as growing usage of social media, increasing mental illness, introduction of new and innovative puzzles, integration of board games in cafes, increasing demand for toy subscription services and tech toys. In the last ten years, "Toy Subscription" searches on Google have climbed by 136%. The fundamental tenet is that parents should rent toys rather than purchase them. Parents that care about the environment and wish to reduce the garbage that broken toys produce will find this method. Several companies have started toy rental services. Green Piata Toys, a Boston-based company, debuted in 2015. They presently have more than 350 unique toys in their library.
Impact Analysis of COVID-19 and Way Forward:
COVID 19 pandemic has negatively impacted every facet of the global economy. The toys and games market also faced challenges associated with supply chains, store closures, and shifts in consumer demand due to depressed incomes and a shift to digital entertainment. However, a number of categories that fit in well with the needs of at-home children and adult entertainment and education have seen a surge in early 2020, such as tech and preschool toys, board games and construction, amongst others.
While some toys and games categories spiked in Q1 2020, there is a long-term trend towards the repositioning of players as entertainment providers on multiple platforms. COVID-19 pandemic has resulted in a rapid adoption of toys, board and card games and puzzles. People all around the world are adopting toys and games as a result of the growing trend of social alienation and the need to spend quality family time.
Competitive Landscape:
The global toys and games market is highly fragmented. Market players have implemented sustainable growth techniques in the market. To strengthen their position in the market, some of the leading competitors are pursuing various growth methods such as mergers, acquisitions, collaborations, and agreements.
The key players in the global Toys and games market are:
The Lego Group
Mattel, Inc.
Bandai Namco Holdings Inc.
Hasbro, Inc.
TOMY Company, Ltd.
Spin Master Corp.
JAKKS Pacific, Inc.
Playmates Toys Ltd.
Dream International Ltd.
Sanrio Company, Ltd.
Funko, Inc.
Ravensburg AG
MGA Entertainment
To serve the interests of the consumers, the major market players are concentrating on launching new items. The most popular marketing tactic in the toys and games market is new product creation. Additionally, one of these players' primary strategies for achieving consolidation and optimising their offers is to engage in mergers and acquisitions. One of the best tactics in the market is for these players to merge with local competitors in order to dominate local marketplaces. For example, after noticing a huge demand for toys and games in the Indian market in November 2020, Amazon created a special store called "Made in India Toys and Games" for small companies who offer Indian toys. As a result, the internet retailer helped the local players by providing easier access to and sales of toys that were made and created locally. During the pandemic, Hasbro Inc. launched "Bring Home the Fun," a global initiative for parents to explore family-focused resources, including advice for family playtime, activity challenges to keep kids occupied, concepts for using games and toys to stimulate kids' brains, and recommendations on how to cope with increased emotional stress.
1. Executive Summary
2. Introduction
2.1 Games And Puzzle: An Overview
2.1.1 Benefits of Toys and Games
2.2 Toys and Games Segmentation: An Overview
2.2.1 Toys and Games Segmentation by Product Type
2.2.2 Toys and Games Segmentation by End User and Distribution Channel
3. Global Market Analysis
3.1 Global Toys and Games Market: An Analysis
3.1.1 Global Toys and Games Market by Value
3.1.2 Global Toys and Games Market by Product (Video Game Consoles, Dolls, Games and Puzzles, Outdoor and Sports Toys, Preschool Toys and Others)
3.1.3 Global Toys and Games Market by Distribution Channel (Offline and Online)
3.1.4 Global Toys and Games Market by End User (0-8 Age, 9-15 Age and 15 and Above Age)
3.1.5 Global Toys and Games Market by Region (Asia Pacific, North America, Europe, Latin America and Middle East and Africa)
3.2 Global Toys and Games Market: Product Analysis
3.2.1 Global Video Game Consoles Market by Value
3.2.2 Global Dolls Market by Value
3.2.3 Global Games & Puzzles Market by Value
3.2.4 Global Outdoor & Sports Toys and Games Market by Value
3.2.5 Global Preschool Toys and Games Market by Value
3.2.6 Global Other Toys and Games Market by Value
3.3 Global Toys and Games Market: Distribution Channel Analysis
3.3.1 Global Offline Toys and Games Market by Value
3.3.2 Global Online Toys and Games Market by Value
3.4 Global Toys and Games Market: End User Analysis
3.4.1 Global 0-8 Age Toys and Games Market by Value
3.4.2 Global 9-15 Age Toys and Games Market by Value
3.4.3 Global 15 & Above Age Toys and Games Market by Value
4. Regional Market Analysis
4.1 Asia Pacific Toys and Games Market: An Analysis
4.1.1 Asia Pacific Toys and Games Market by Value
4.1.2 Asia Pacific Toys and Games Market by Region (China, India, Japan, South Korea and Rest of Asia Pacific)
4.1.3 China Toys and Games Market by Value
4.1.4 India Toys and Games Market by Value
4.1.5 Japan Toys and Games Market by Value
4.1.6 South Korea Toys and Games Market by Value
4.1.7 Rest of Asia Pacific Toys and Games Market by Value
4.2 North America Toys and Games Market: An Analysis
4.2.1 North America Toys and Games Market by Value
4.2.2 North America Toys and Games Market by Region (The US, Canada and Mexico)
4.2.3 The US Toys and Games Market by Value
4.2.4 The US Toys and Games Market by Distribution Channel (Offline and Online)
4.2.5 The US Offline Toys and Games Market by Value
4.2.6 The US Online Toys and Games Market by Value
4.2.7 Canada Toys and Games Market by Value
4.2.8 Mexico Toys and Games Market by Value
4.3 Europe Toys and Games Market: An Analysis
4.3.1 Europe Toys and Games Market by Value
4.3.2 Europe Toys and Games Market by Region (UK, Germany, Russia, France, and Rest of Europe)
4.3.3 UK Toys and Games Market by Value
4.3.4 Germany Toys and Games Market by Value
4.3.5 Russia Toys and Games Market by Value
4.3.6 France Toys and Games Market by Value
4.3.7 Rest of Europe Toys and Games Market by Value
4.4 Latin America Toys and Games Market: An Analysis
4.4.1 Latin America Toys and Games Market by Value
4.5 Middle East And Africa Toys and Games Market: An Analysis
4.5.1 Middle East And Africa Toys and Games Market by Value
5. Impact of COVID-19
5.1 Impact of COVID-19
5.1.1 Impact of COVID-19 on Global Toys And Games Market
5.1.2 Post-COVID Scenario
6. Market Dynamics
6.1 Growth Drivers
6.1.1 Rapid Urbanization
6.1.2 Rising Online Sales of Toys and Games
6.1.3 Increasing Demand of Games and Puzzles for Kids
6.1.4 Shift Towards Indoor Games
6.1.5 Commercialization of Movies and Cartoon Characters
6.1.6 Improvements in Content and Functionality of Board Games
6.2 Challenges
6.2.1 Increasing Adoption of Mobile and PC Games
6.2.2 Counterfeit Toys and Games
6.3 Market Trends
6.3.1 Growing Usage of Social Media
6.3.2 Increasing Mental Illness
6.3.3 Introduction of New and Innovative Puzzles
6.3.4 Integration of Board Games in Cafes
6.3.5 Increasing Demand For Toy Subscription Services
6.3.6 Tech Toys
7. Competitive Landscape
7.1 Global Toys And Games Players by Market Share
7.2 North America Toys And Games Players by Market Share
7.3 China Toys And Games Players by Market Share
8. Company Profiles
8.1 The Lego Group
8.1.1 Business Overview
8.1.2 Operating Region
8.1.3 Business Strategy
8.2 Mattel, Inc.
8.2.1 Business Overview
8.2.2 Operating Segment
8.2.3 Business Strategy
8.3 Bandai Namco Holdings Inc.
8.3.1 Business Overview
8.3.2 Operating Segment
8.3.3 Business Strategy
8.4 Hasbro, Inc.
8.4.1 Business Overview
8.4.2 Operating Segment
8.4.3 Business Strategy
8.5 TOMY Company, Ltd.
8.5.1 Business Overview
8.5.2 Operating Region
8.5.3 Business Strategy
8.6 Spin Master Corp.
8.6.1 Business Overview
8.6.2 Operating Segment
8.6.3 Business Strategy
8.7 JAKKS Pacific, Inc.
8.7.1 Business Overview
8.7.2 Operating Segments
8.7.3 Business Strategy
8.8 Playmates Toys Ltd.
8.8.1 Business Overview
8.8.2 Operating Region
8.8.3 Business Strategy
8.9 Dream International Ltd.
8.9.1 Business Overview
8.9.2 Operating Segment
8.10 Sanrio Company, Ltd.
8.10.1 Business Overview
8.10.2 Operating Segment
8.10.3 Business Strategy
8.11 Funko, Inc.
8.11.1 Business Overview
8.11.2 Operating Region
8.11.3 Business Strategy
8.12 Ravensburg AG
8.12.1 Business Overview
8.12.2 Business Strategy
8.13 MGA Entertainment
8.13.1 Business Overview
8.13.2 Business Strategy
List of Figures
Figure 1: Benefits of Toys and Games
Figure 2: Toys and Games Segmentation by Product Type
Figure 3: Toys and Games Segmentation by End User and Distribution Channel
Figure 4: Global Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 5: Global Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 6: Global Toys and Games Market by Product; 2021 (Percentage, %)
Figure 7: Global Toys and Games Market by Distribution Channel; 2021 (Percentage, %)
Figure 8: Global Toys and Games Market by End User; 2021 (Percentage, %)
Figure 9: Global Toys and Games Market by Region; 2021 (Percentage, %)
Figure 10: Global Video Game Consoles Market by Value; 2017-2021 (US$ Billion)
Figure 11: Global Video Game Consoles Market by Value; 2022-2026 (US$ Billion)
Figure 12: Global Dolls Market by Value; 2017-2021 (US$ Billion)
Figure 13: Global Dolls Market by Value; 2022-2026 (US$ Billion)
Figure 14: Global Games & Puzzles Market by Value; 2017-2021 (US$ Billion)
Figure 15: Global Games & Puzzles Market by Value; 2022-2026 (US$ Billion)
Figure 16: Global Outdoor & Sports Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 17: Global Outdoor & Sports Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 18: Global Preschool Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 19: Global Preschool Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 20: Global Other Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 21: Global Other Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 22: Global Offline Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 23: Global Offline Toys and Games Market by Value; 2022-2026 (US$ Billion
Figure 24: Global Online Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 25: Global Online Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 26: Global 0-8 Age Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 27: Global 0-8 Age Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 28: Global 9-15 Age Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 29: Global 9-15 Age Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 30: Global 15 & Above Age Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 31: Global 15 & Above Age Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 32: Asia Pacific Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 33: Asia Pacific Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 34: Asia Pacific Toys and Games Market by Region; 2021 (Percentage, %)
Figure 35: China Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 36: China Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 37: India Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 38: India Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 39: Japan Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 40: Japan Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 41: South Korea Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 42: South Korea Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 43: Rest of Asia Pacific Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 44: Rest of Asia Pacific Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 45: North America Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 46: North America Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 47: North America Toys and Games Market by Region; 2021 (Percentage, %)
Figure 48: The US Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 49: The US Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 50: The US Toys and Games Market by Distribution Channel; 2021 (Percentage, %)
Figure 51: The US Offline Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 52: The US Offline Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 53: The US Online Toys and Games Market by Value; 2017-2021 (US$ Billion
Figure 54: The US Online Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 55: Canada Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 56: Canada Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 57: Mexico Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 58: Mexico Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 59: Europe Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 60: Europe Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 61: Europe Toys and Games Market by Region; 2021 (Percentage, %)
Figure 62: UK Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 63: UK Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 64: Germany Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 65: Germany Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 66: Russia Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 67: Russia Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 68: France Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 69: France Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 70: Rest of Europe Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 71: Rest of Europe Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 72: Latin America Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 73: Latin America Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 74: Middle East And Africa Toys and Games Market by Value; 2017-2021 (US$ Billion)
Figure 75: Middle East And Africa Toys and Games Market by Value; 2022-2026 (US$ Billion)
Figure 76: Global Urban Population as a Share of Total Population; 2016-2021 (Percentage, %)
Figure 77: Global E-Commerce Sales as a Percentage of Total Retail Sales; 2017-2022 (Percentage, %)
Figure 78: Global Kids Population by Age Group; 2016-2020 (Million)
Figure 79: Global Social Media Users; 2018-2022 (Billion)
Figure 80: Global Number of People Suffering with Dementia; 2018, 2030 & 2050 (Million)
Figure 81: Global Toys and Games Players by Market Share; 2021 (Percentage, %)
Figure 82: North America Toys and Games Players by Market Share; 2021 (Percentage, %)
Figure 83: China Toys and Games Players by Market Share; 2021 (Percentage, %)
Figure 84: The Lego Group Sale of Goods by Region; 2021 (Percentage, %)
Figure 85: Mattel, Inc. Net Sales by Segment; 2021 (Percentage, %)
Figure 86: Bandai Namco Holdings Inc. Net Sales by Segment; 2021 (Percentage, %)
Figure 87: Hasbro, Inc. Net Revenues by Segment; 2021 (Percentage, %)
Figure 88: TOMY Company Ltd. Net Sales by Region; 2021 (Percentage, %)
Figure 89: Spin Master Corp. Gross Product Sales by Segment; 2021 (Percentage, %)
Figure 90: JAKKS Pacific, Inc. Net Sales by Segment; 2021 (Percentage, %)
Figure 91: Playmates Toys Ltd. Revenue by Region; 2021 (Percentage, %)
Figure 92: Dream International Ltd. Revenue by Segment; 2021 (Percentage, %)
Figure 93: Sanrio Company, Ltd. Sales by Segment; 2021 (Percentage, %)
Figure 94: Funko, Inc. Net Sales by Region; 2021 (Percentage, %)
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