Toys Market

Most Exhaustive Report

Toys Market - Global Outlook and Forecast 2020-2025

Toys Market

Most Exhaustive Report

Toys Market - Global Outlook and Forecast 2020-2025

SKU : ARZ200716 Published on : August 2020 Pages : 377


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Toys Market Size, Share, & Trends Analysis Report by Age Group (0–3 years, 3–5 years, 5–12 years, 12–18 years, and 18+ years), Category (Infant and Preschool, Dolls, Games and Puzzles, Construction, Outdoor and Sports, and Others), Distribution (     Online and Retail (Supermarkets and Hypermarkets, Departmental Stores, Specialty Stores, and Others), and Geography (North America, Europe, APAC, Latin America, and the Middle East & Africa) Industry Analysis Report, Regional Outlook, Growth Potential, Price Trends, Competitive Share & Forecast, 2020 – 2025


The global toys market size to reach over $30 billion during the forecast period. Like the board games market, the global toys market has witnessed a significant growth in the last decade, which is highly driven by the increasing adoption in education, entertainment, interactivity, development, and engagement sectors. Sustainability is an upcoming potential trendsetter in the toys industry. A range of environment-friendly products, including wooden baby toys, plastic free games for kids, recycled plastic bath games, and organic cotton stuffed animals, is increasing becoming popularly, thereby promoting sustainability.

The outbreak of COVID-19 in early 2020 has greatly affected the global toys market. Despite the disruption of the supply chain in most economies, lockdown and curfews have made families to spend more time than ever before. Q1 2020 witnessed unexpected growth in certain categories such as games and puzzles, board games, outdoor games, especially in matured markets of the US, Canada, Australia, the UK, and European countries. A majority of sales took place through an online medium with considerable sales in restricted mass retailers and specialty stores with a high degree of regulations and a limited workforce. The closure of major entertainment avenues and theme parks such as Walt Disney has enforced parents to shift from pricey entertainment facilities to affordable toys.


  • The outdoor and sports segment is likely to observe an incremental growth of over $8.5 billion by 2025 on account of the advent and dominance of online and digital gaming platforms.
  • The 5–12 years segment is projected to grow at the highest CAGR during the forecast period as it is a major end-user of games and puzzles, building blocks, construction, outdoor and sports toys.
  • The online segment is expected to reach revenue of over close to $40 billion by 2025 due to the evolving retail environment.
  • The global toys market share in North America is expected to witness traction and greater demand owing to the impact of COVID-19. The lockdown has enforced the sales to surge in categories like games and puzzles, which showed over 225% higher sales in March and arts & crafts supplies that resulted in 70% growth in the U.S. toys market.
  • Latin America is expected to be one of the fastest-growing regions generating revenues of over $11 billion by 2025.
  • The toys market in India is expected to grow at a CAGR of over 7% during the period 2019–2025.









Revenue (2025): approx. $131 Billion 

Compound Annual Growth Rate (CAGR): 4%


North America, Europe, APAC, Latin America, and Middle East & Africa


US, Canada, UK, Germany, France, Spain, Italy, Russia, Netherlands, China, Japan, South Korea, Australia, India, Thailand, Brazil, Mexico, Saudi Arabia, South Africa, and UAE



This research report includes a detailed segmentation by age group, category, distribution, and geography.



The 0-3 years segment is estimated to generate over $39 billion by 2025. The APAC region is expected to be the fastest-growing region. China, along with Malaysia, Thailand, and Singapore, is likely to lead the growth of the segment. The Middle East and Africa are expected to generate $1.15 billion by the end of 2025.

The 3–5 age segment caters to preschoolers and kindergartners owing to the diversity of games and toys available in the market. Being the early stage of education and mental health development, educational and numerical toys are major influencers in the age group. End-users in the segment have a longer attention span than toddlers and are more experimental. While teamwork is a major attribute taught in their preschools, social gaming and coordination skills can be more prioritized by vendors to capitalize on opportunities. Transportation, construction sets, sand toys, climbers, wagons, hide and seek puzzles, and wheelbarrows are the most preferred games in the segment.

The 5–12 segment is considered as a major end-user of games and puzzles, building blocks, construction, and outdoor & sports toys. STEM toys generate more than 60% of the revenue in the segment YOY. Educational games based on several disciplines are preferred to clarify and elaborate complex concepts from concrete to abstract that highly supports the education level among school children and teens.


The outdoor and sports segment accounted for the largest revenue in 2019. The growth in RC controlled drones, vehicles, and toys is expected to drive the segment, especially among boys. Sand and water toys, bat, and ball kits are some of the other preferred games in the outdoor segment. APAC is the fastest-growing region for the segment and is expected to grow at a CAGR of over 5%.

The infant and preschool segment continues to be a major revenue contributor to the global toys industry. The segment focusses on newborn babies, infants, toddlers, and preschoolers. There is an increasing preference of squeeze toys, large rings, teething toys, textured balls, and musical toys among parents as these devices that can enhance sensory skills.

Dolls, which are primarily targeted toward girl children, are one of the successful toy categories. The APAC region and Latin America are potentially strong markets for dolls, and their accessories, as these regions, have been relatively untapped by high-value doll brands. With the rising household income and favorable demographics, emerging economies of the APAC region and Latin America are attractive markets to launch high-value dolls and accessories made of top-quality raw materials by leading brands. China is one of the largest manufacturers of dolls in the APAC region, with enormous facilities for exporting to other major regions in Asian and European countries.


The advent of the online sales channel has made the toys market online far more easily available than in the past. Easy access to online platforms has resulted in the decline of store-based retailing. Also, with the help of internet retailing, the popularity of store-based retailing in the gaming industry has increased. Thus, to facilitate online sales, large retailers are investing in developing their websites. Large retailers with a wide presence can build mobile applications, which will cater to the pool of consumers that have an active presence on mobile platforms, thereby increasing the sales. Game publishers are supporting retailers by giving them the right to sell online.

With increasing internet penetration, several online websites have come to serve end-users that seek convenience and easy accessibility to buy these products. E-retailing of various child products, including toys, is gaining popularity because it is a time-saving and cost-effective process of purchasing products.


The APAC toys market is expected to reach over $43 billion by 2025. China is responsible for 90% of imported dolls in India; the toys market in China was profoundly affected during the pandemic. Despite facing high demand during the Q1 of 2020 for board games, puzzles, and outdoor toys, the later phase of Q3 in India is expected to decline owing to the supply chain disruption in the country with strict curfew guidelines. However, the market conditions are expected to revive during the latter half of 2020, with the demand higher than normal estimation. In Japan, it is estimated that the programing education market for children is expected to reach over $235 million by 2024. The scope of educational and scientific games is expected to surge, where computer-based subjects have become more significant for all classes. Similarly, TV animation is driving the market for licensed toys in South Korea. However, the fertility rate dropped to a record low of 0.97 in 2019, which is lower than the OCED average can be a significant challenge for the market.


The toys market trends are slowly shifting from being concentrated with LEGO, Hasbro, and Mattel enjoying a larger chunk of the overall share to becoming a fragmented one with several independent vendors barging in. However, the market comprises of key vendors such as Ravensburger, Spin Master, MGA Entertainment, and Asmodee Group. Tapping on the high opportunity lying in the sustainability factor can be a gamechanger in the toys industry trends in the coming years. It can act as a major source of differentiation in major regions of Europe, North America, and developed economies in APAC regions. Millennial parents are the key target group for the segment, where they are willing to pay higher prices for environment-friendly dolls. Players such as LEGO, Hasbro, and Mattel are making vigorous efforts to achieve 100% sustainability by the end of the decade, which reflects the level of commitment and responsibility towards society.

The global toys market research report includes in-depth coverage of the industry analysis with revenue and forecast insights for the following segments:

By Age Group

  • 0­–3 years
  • 3–5 years
  • 5–12 years
  • 12–18 years
  • 18+ years

By Category

  • Infant and Preschool s
  • Dolls
  • Games and Puzzles
  • Construction
  • Outdoor and Sports
  • Others

By Distribution

  • Online
  • Retail
    • Supermarkets and Hypermarkets
    • Departmental Stores
    • Specialty Stores
    • Others

By Geography

  • North America
    • US
    • Canada
  • Europe
    • UK
    • Germany
    • France
    • Spain
    • Italy
    • Russia
    • Netherlands
  • APAC
    • China
    • Japan
    • South Korea
    • Australia
    • India
    • Thailand
  • Latin America
    • Brazil
    • Mexico
  • Middle East & Africa
    • Saudi Arabia
    • UAE
    • South Africa


  1. What is the toys market size and growth rate during the forecast period?
  2. What are the factors impacting the growth of the toys market share?
  3. What are the latest toy trends? Which segment is leading the European region shares?
  4. Who are the leading vendors in the toys market, and what are their market shares?
  5. What is the impact of the COVID-19 pandemic on the toys market share? 


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