Market Overview

The global toys market size was valued at USD 113.94 Billion in 2024 and is projected to reach USD 196.3 Billion by 2033, growing at a CAGR of 6.2% during the forecast period 2025-2033. North America led the market in 2024 with over 39.9% share. Innovation, technology integration, growing parental awareness, rising investment in quality and educational toys, and expanding e-commerce are key growth drivers.

Study Assumption Years

  • Base Year: 2024
  • Historical Years: 2019-2024
  • Forecast Period: 2025-2033

Toys Industry Market Key Takeaways

  • The global toys market size was valued at USD 113.94 Billion in 2024.
  • The market is projected to grow at a CAGR of 6.2% during 2025-2033.
  • North America accounted for over 39.9% of the global toys market share in 2024.
  • Sports and outdoor toys held the largest product type share at around 21.9% in 2024.
  • Children aged 5 to 10 years represent the largest consumer age group with approximately 42.7% market share.
  • Specialty stores lead as the dominant sales channel with about 30.5% market share in 2024.

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Market Growth Factors

Innovation and Technology: Smart toys, augmented, virtual reality, and STEM-based educational toys are becoming widely popular in the toys market segment due to the increase in demand for interactive learning experiences and the integration of smart technologies in toys to improve the cognitive, motor, and sensory skills of children and provide engaging play experiences.

Changing Consumer Preferences. Parents have become more aware of the benefits of quality and educational toys, looking for items that nurture creativity, problem-solving, and physical activity. Rising disposable incomes, particularly in emerging economies, have allowed consumers to purchase more and different quality toys that appeal to their growing need for sustainability and safety.

E-commerce growth and expanding market access: The e-commerce boom allows consumers to access a wider range of products, price compare more effectively, and ship goods quickly. Omnichannel retailing and direct-to-consumer (DTC) models also improve consumer access and convenience, opening global markets even further. Besides this, social networking, social media as well as influencers play an important role in stimulating and inciting purchases.

Market Segmentation

By Product Type:

  • Sports and Outdoor Toys: Largest product category in 2024, constituting about 21.9% of the market. Demand is driven by interest in physical activity and healthy lifestyles, encompassing traditional sports equipment and innovative outdoor play products.

By Age Group:

  • 5 to 10 Years: Largest consumer group with roughly 42.7% of the market share in 2024. This age group benefits from toys that align with cognitive and physical developmental phases, favoring educational and skill-enhancing products.

By Sales Channel:

  • Specialty Stores: Leading sales channel with about 30.5% market share in 2024. These stores offer curated and specialized selections, expert advice, and a community-oriented shopping experience catering to diverse customer needs.

Regional Insights

North America dominated the global toys market in 2024, accounting for over 39.9% of the market share. High disposable income levels, a culture of gift-giving, and strong demand for educational and STEM toys drive this leadership. The region benefits from established manufacturers, licensing with popular media franchises, and robust retail infrastructure, making it a thriving market for diverse toy categories.

Recent Developments & News

  • January 2025: The toy industry grew 6% in dollar sales and 3% in units sold from January to April 2025, with adult toy sales increasing 12% in Q1 2025 to USD 1.8 Billion.
  • January 2025: Ed-a-Mamma launched sustainable toys priced INR 799 to INR 3,999 across India.
  • November 2024: Trends UK and Pat Avenue merged to strengthen their UK market position with enhanced product integration and operational efficiency.
  • September 2024: Funskool India launched a special range of toys and games promoting holistic child development.
  • August 2024: The Toy Association and People of Play (POP) merged, enhancing industry creativity and consumer engagement.
  • August 2024: Incredible Group introduced three new Squishi toys with stress relief and sensory play features.

Key Players

  • Bandai Namco Toys & Collectibles America Inc.
  • Clementoni Spa
  • Funskoolindia
  • Goliath
  • Hasbro
  • Mattel, Inc.
  • Moose Toys
  • Playmobil
  • Ravensburger AG
  • Simba Dickie Group
  • Spin Master
  • The LEGO Group
  • TOMY Company, Ltd.

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