Toys Market Trends, Share, Growth Factors, and Forecast 2025-2033

According to the latest report by IMARC Group, titled “Toys Market Report by Product Type (Action Figures, Building Sets, Dolls, Games and Puzzles, Sports and Outdoor Toys, Plush, and Others), Age Group (Up to 5 Years, 5 to 10 Years, Above 10 Years), Sales Channel (Supermarkets and Hypermarkets, Specialty Stores, Department Stores, Online Stores, and Others), and Region 2025-2033”, offers a comprehensive analysis of the industry, which comprises insights on the global toys market growth. The report also includes competitor and regional analysis, and contemporary advancements in the global market.

The global toys market size reached USD 113.9 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 196.3 Billion by 2033, exhibiting a growth rate (CAGR) of 6.2% during 2025-2033.

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Global Toys Market Dynamics:

Evolving Consumer Preferences and Digital Integration:

The worldwide toys market is changing tremendously with new shocks resulting from shifts in customer behavior and advanced use of technology. Children and parents alike want entertainment and education, interaction, and engagement – all rolled into one. This change dramatically increases the need for smart, connected, and hybrid playthings - toys that integrate both physical and virtual worlds. The digital world demand intrinsically motivates the incorporation of augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) into consumer products, transforming mindless play into absorbing and unique experiences. They are enhancing the play experience customize it for their needs, paving ways for unrestricted creativity. Such transformations come with challenges and push the manufacturers to constantly invent and integrate new technologies with traditional systems of education and socialization.

Growing Focus on Sustainability and Safety:

The factors driving consumer choice in the toys industry have now expanded to include sustainability and safety features. Nowadays, parents concern themselves with the toy’s carbon footprint and are on the lookout for sustainable options which utilize recycled plastics, cotton, and wood sourced from managed forests. Moreover, the increasing awareness of the dangers posed by some materials and design elements are controlling toy safety features, which heightens the demand for utmost safety standards concerning toys. In response to these changes, there is now a growing investment by manufacturers in the ‘green’ production processes, use of non-toxic materials, and thorough safety and quality checks to make certain their products are safe for the child and environment. The situation where the consumer demand is met alongside caring for the ethical side of doing business in the toys industry is gaining popularity among consumers and firms alike.

Influence of Media and Entertainment:

The toys industry along with its sub-markets is largely affected by the media and entertainment industry. Major children’s movies and shows, video games, and internet content create enormous demand for related merchandise, such as action figures, plush toys, and playsets. The Character Licensing and the Cross-Promotional activities conducted between toy and entertainment companies is of great importance to sales and market growth. The constant dynamics in the release of new entertainment slogans guarantee the popularity of themes and characters, giving ever-present chances for toy manufacturers to leverage these trends and interact with young consumers through iconic characters. This synergy is what strengthens the influential relationship between the entertainment and toy industries making them lead the charge in the use of innovative technologies.

By the IMARC Group, Some of the Top Competitive Landscape Operating in the Toys Market Report are Given Below:

Clementoni Spa
Funskool Ltd.
Hasbro Inc.
Lego A/S (Kirkbi A/S)
Mattel Inc.
Playmobil (Brandstätter Group)
Pressman Toy Corporation (Goliath B.V.)
Simba Dickie Group
Spin Master
Talicor Inc.
Thinkfun Inc. (Ravensburger North America Inc.)
Tomy Company Ltd.

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Global Toys Market Trends:

Currently, several noteworthy trends shape the global toys market. One trend includes the growing demand for educational toys and STEAM (Science, Technology, Engineering, Arts, and Mathematics) toys. Today, parents appreciate the value of metacognitive and problem-solving skills creativity fostering toys, making products that integrate play and education more valued. An important trend is also the emergence of the “kidult” demographic, where adults purchase toys for nostalgic, collectible, or stress-relief purposes. The growing adult consumer base provides new prospects for toy manufacturers to target a broader age group. In addition, the market is experiencing a rise in the desire for personalization and custom-made products as manufacturers create personalized toys and experiences. Social media influencers, alongside traditional marketing, are impacting buying decisions that most parents are making in today’s world, where toy reviews and demonstrations tend to sway consumer demand significantly.

Key Market Segmentation:

Breakup by Product Type:

Action Figures
Building Sets
Dolls
Games and Puzzles
Sports and Outdoor Toys
Plush
Others

sports and outdoor toys dominate the market

Breakup by Age Group:

Up to 5 Years
5 to 10 Years
Above 10 Years

5 to 10 years hold the largest share in the market

Breakup by Sales Channel:

Supermarkets and Hypermarkets
Specialty Stores
Department Stores
Online Stores
Others

Specialty stores dominate the market

Regional Insights:

North America (United States, Canada)
Asia Pacific (China, Japan, India, Australia, Indonesia, Korea, Others)
Europe (Germany, France, United Kingdom, Italy, Spain, Others)
Latin America (Brazil, Mexico, Others)
Middle East and Africa (United Arab Emirates, Saudi Arabia, Qatar, Iraq, Other)

Key highlights of the Report:

Market Performance
Market Outlook
COVID-19 Impact on the Market
Porter’s Five Forces Analysis
Historical, Current and Future Market Trends
Market Drivers and Success Factors
SWOT Analysis
Structure of the Market
Value Chain Analysis
Comprehensive Mapping of the Competitive Landscape

Note: If you need specific information that is not currently within the scope of the report, we can provide it to you as a part of the customization.

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